Style guide 817

Page 1


About Us


About Us

CO M PA N Y A D D R E SS

Georgia Expo 3355 Martin Farm Atlanta, Ga 30024 ONLINE

www.georgiaexpo.com sales@georgiaexpo.com T EL EPH O N E

800.433.9767 All rights are reserved by the creator of this document.

1.01 The Logo 6 1.02 Logo Versions 7 1.03 Clearspace 8 1.04 Logo Size 9 2.01

Color Palette

10

2.02

Color Tints

11

3.01 Typefaces 12 3.03 Email

14

3.04

Website Images

15

4.01

Icons & Pictograms

16

5.01

Blending Modes

18

5.02 Image Use 19

This brand manual is printed on locally sourced recycled paper. www.paper.com

6.01

Letterheads 20

6.02

Logo Placement

21

6.03

Grid System

22


About Us

Meticulous Minimal Structured Geometric Creative


About Us

Brand Guidelines (also commonly referred to as ‘brand standards’, ‘style guide’ or ‘brand book’) are essentially a set of rules that explain how your brand works. These guidelines typically include basic information such as: Design layouts and grids/Social media profile page applications/Brochure/flyer layout options/Website layout/ Signage specifications/Advertising treatments/Merchandising applications/Copywriting style (a.k.a. ‘tone of voice’)/Editorial guidelines. Brand guidelines should be flexible enough for designers to be creative, but rigid enough to keep your brand easily recognizable. Consistency is key, especially if you need the brand to extend across multiple media platforms. INTRODUCTION This Georgia Expo Style Guide is intended for anyone who writes, edits, or prepares materials for distribution or publication. This guide presents the basic rules that apply to virtually every piece of writing as well as a number of fine points that occur throughout a marketing campaign.


Logo Redesign

1.01 Logo & Marque H EL P

D E S CR I P T I O N

When sending this brand manual, the document should be accompanied by the logo in a range of formats including . EPS, . AI and . PNG. Marque refers to the graphic element in the logo.

The Georgia Expo logo was personally created by the founder of the company. LO G O M A R Q U E FU L L CO LO R

A

C

B

A. On the orange background a color version of the logo is used.

C. The peach is always outlined.

6

B. Georgia Expo logo font is “Cooper Black“ with a peach for an “O” Manufacturing Corporation is riten in “Copperplate Gothic”


Logo Redesign

1.02 Logo Color Variations H EL P

The different version of the logo can be found on A:/marketing/parts/logos. For logo variations for social media see page 22. D E S CR I P T I O N

For various logo usage there is one color as well as a full color logo. LO G O M A R Q U E O N E CO LO R

LO G O M A R Q U E W H I T E

A black and white logo. The peach and the leaves are white but are outlined in black.

A white version of the logo for dark backgrounds as well as gradient backgrounds. The logo should always be shown with a shadow. The shadow is set as X-Offset: 0.01in Y-Offset: 0.01in Blur: 0.03in with color and opacity according to the background color.

7


Logo Redesign

1.03 Clearspace HELP

To work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height /2) D E S CR I P T I O N

Clearspace is the minimum amount of space around the logo into which no other object should infringe. M I N I M U M CL E A R A N CE

A

B

A.

B.

The clearspace is 50% the height of the logo.

The clearspace on all sides is 50% the height the logo.

8

of


Logo Redesign

1.04 Logo Size HELP

The logo should never appear smaller than 72 pixels or 1 inch in width. D E S CR I P T I O N

The logo can be locked–up in only one way.

LO G O LO CK- U P O P T I O N S

A

24pt

B

40pt

C

48pt

D

60pt

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Color Usage

2.01 Color Palette HELP

When sending this brand manual, the document should be accompanied with a color palette file.ase (Adobe Swatch Exchange) file. D E S CR I P T I O N

The palette consists of four main colors. The primary color is orange. This is saved as primary in the Indesign color palette. SA F T Y O R A N G E

SA FE Y E L LOW

DA R K G R AY

N AV Y B LU E

CMYK 0% 72% 99% 0% RGB 22 100 100 Web #FF5F00

CMYK 0% 18% 98% 0% RGB 216 223 39 Web #D8DF27

CMYK 67% 60% 52% 34% RGB 77 77 83 Web #4d4d53

CMYK 92% 57% 39% 58% RGB 197 100 23 Web #002A3A

* Web Safe, or Browser Safe palettes as they are also referred to, consist of 216 colors that display solid, non-dithered, and consistent on any computer monitor, or web browser.

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Color Usage

2.02 Color Tints HELP

In color theory, a tint is the mixture of a color with white, which increases lightness. D E S CR I P T I O N

Tints are useful in printing as they reduce costs by negating the need for additional color plates. 75%

50%

25%

75%

50%

25%

75%

50%

25%

75%

50%

25%

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Typography

3.01 Myriad Pro G LY PH S

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrRsStTuUvVwWxXyYzZ 1234567890!@£$%^&*():”?/ MY R IAD PR O R EGU L AR Font Name MY R IA D PR O Download www.fontsquirrel.com/ fonts/myriad

Regular

Light

MY R IAD PR O R EGU L AR

MY R IAD PR O LI G H T

Classification Humanist About A “contemporary” slab serif typeface for text, it is specially designed for comfortably reading on any computer or device. The robust design started from the austerity of the pixel grid, based on rational rather than emotional principles. It combines the large x-heights and legibility of the humanistic tradition with subtle characteristics in the characters that inject a certain rhythm to flowing texts.

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Italic MY R IAD PR O I TALI C

Bold MY R IAD PR O B O LD

Medium MY R IAD PR O M ED I UM

Condensed MY R IAD PR O CO N D EN SED


Typography

3.02 Garamond G LY PH S

aAbBcCdDeEfFgGhHiIjJkKlLmMnNoOpPqQrRsStTuUvVwWxXyYzZ 1234567890!@£$%^&*():”?/ GA R A MON D Font Name Garamond Download www.fontsquirrel.com/ fonts/garamond

Regular

Classification Old Style Serif

GA R A MON D R EGU L A R

About Garamond’s letterforms convey a sense of fluidity and consistency. Some unique characteristics in his letters are the small bowl of the a and eye of the e and the upper-case W that resembles two Vs superimposed. Long extenders and top serifs have a downward slope. Like all old-style designs, variation in stroke width is restrained in a way that resembles handwriting, creating a design that seems organic and unadorned.

Italic GA R A MON D I TA L IC

Bold

GA R A MON D BOL D

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Typography

3.03 Email Signature INTRODUCTION

Using a signature in the email messages you send allows you to include details about your business. Most email applications allow you to use pictures, hyperlinks and font variations. There is etiquette that should be considered, especially if you are using your email signature for professional purposes.

D E S CR I P T I O N DELIMITER

This signature is separated from the body of the email by a specific string of characters called the email signature delimiter. (--)

A

A Always on top is our company logo or a promotional image. The image or logo’s width should not be less them 2in. B The first line should include the most important information; First name Last name in bold comma position followed by the direct number. Font family Myriad Pro, font size 10px.

First name Last name, Position | Direct Phone#

B

C

email@address.com | fax number | phone number extension

www.georgiaexpo.com

D

C Last line is restricted for the fax number as well as the company phone number plus employee’s extension

EXAMPLE

D Second line include employee’s email as well as the company website.

Brielle Guta, Marketing Manager | 770.447.4339 brielle@georgiaexpo.com | 770.408.1043 | 800.433.9767 ext.139 www.georgiaexpo.com


Images

3.04 Website Images INTRODUCTION

For all of our website images only the most up-to-date pictures should be featured. All product pictures should be named as follows: SKU_NAME OF PRODUCT_COLOR R E S O U R CE S

A B

Title text on the slider should always be white on black background with a 90% oppacity. B Explanatory text should follow the same parameteres: white on black baground but the corners should be slanted.

A

C When creating a slider always allow for C

100px on top because the image tucks in under neath the header. D When photography is use as a background, type should always be bold.

D


Iconography

A pictogram is an ideogram that conveys its meaning through its pictorial resemblance to a physical object. — wiki/Pictogram

16


Iconography

4.01 Icons & Pictographs HELP

Georgia Expo’s main use of pictographs is in the form of our peach from our logo. D E S CR I P T I O N

Pictographs are often used in writing and graphic systems in which the characters pictorial in appearance.

WEB PI C TO G R A PH S

PR I N T PI C TO G R A PH S

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Brand Manual

5.01 Product Images HELP

All images shuld be of highest possible resolution. For print they should be saved at 300dpi. For web, images should be 96dpi. D E S CR I P T I O N

Product images should always be presented on a transparent background in a square frame except images of drape which can be full bleed, but still need to be a square.

A

A Lobby stanchions B Banjo drape

B

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Brand Manual

5.02 Product Images In Use HELP

Product images in use should be followed by a clipped image in print and a link to the product if its presented on the web. D E S CR I P T I O N

Image 1 Valance Hangers in use www.photodune.net/imagesource Image 2 Stanchions in use www.photodune.net/imagesource Image 3 Adjustable Drape Support Clamp in use www.photodune.net/imagesource

Image 1

Image 2

Image 3

Image 4 Wedding Canopy set up shot www.photodune.net/imagesource Image 5 Valance Hanger in use www.photodune.net/imagesource

Image 4

Image 5

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Print

6.01 Letterhead H EL P

Letterhead files are supplied as .EPS Adobe Illustrator CS4+ . The file is name Letterhead.eps. The logo is always on the top left corner. D E S CR I P T I O N

Dimensions 8.5 x 11 Finish Matt or Flat Paper Printer Paper Weight 22 to 60lb Other

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Print

6.02 Business cards H EL P

Georgia Expo has two variations of business cards. (A) Personalized featuring a picture of the employee and (B) is a generic version as well. Standard card size of 3.5 x 2. D E S CR I P T I O N

A

B

A Personalized Business Card B General Business Card

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Social Media

6.03 Social Media Logo Variations HELP

Logos used in social media sites like Twitter, Facebook and others. The peach in the logo can be exchanged with any other circular object that is part of a theme. T H E G R I D S YS T E M

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Social Media

6.04 Social Media HELP

Georgia Expo uses a variety of social media outlets including but not limited to Twitter, Facebook, Instagram, Pinterest, LinkedIn, YouTube and more. D E S CR I P T I O N DELIMITER

On white background the darker the color the higher up in the hierarchy it is and it is the revers for colored background.

B

A On Twitter all images are hastaged as #gaexpo , product images and posts are hastaged with #gaexpoproductname B These tag words should appear on all YouTube videos as well as logo that matches the mood. There should be a link to the website. Link at least on product.

A

#gaexposheer

Georgia Expo

#gaexpodyesublimation

gaexpo

#gaexpoweddingcanopy

pipe & drape

#gaexpobackwall

backdrop

#gaexpobackdrop

backwall

#gaexpodrape

tradeshow

#gaexpoupright

drape

#gaexpovelourrope

pipe

#gaexpobanjo

event decor

#gaexpostanchion

event planner

#gaexposignholders #gaexpotelescopingupright #gaexpoeasel #gaexpotradeshow #gaexpotableskirt

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Print

6.05 Grid System HELP

The hierarchy grid serves as an armature on which a designer can organize graphic elements (images, glyphs, paragraphs) in a rational, easy to absorb manner. It relies on implied lines, space, size and color. DELIMITER

On white background the darker the color the higher up in the hierarchy it is and it is the revers for colored background.

A

A Title is bigger and bold and meant to be the first thing read. B On a colored background the eye goes to the lightest color.

B

In graphic design, a grid is a structure (usually two-dimensional) made up of a series of intersecting straight (vertical, horizontal, and angular) or curved guide lines used to structure content. The grid serves as an armature on which a designer can organize graphic elements (images, glyphs, paragraphs) in a rational, easy to absorb manner. A grid can be use to organize graphic elements in relation to a page, in relation to other graphic elements on the page, or relation to other parts of the same graphic element or shape.

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Brand Manual

6.06 Promotional Emails Most promotional emails are sent through MailChimp and must include header, call to action, social links and a footer. D E S CR I P T I O N

DELIMITER

Promotional emails include header, call to action, social links and a footer.

A

A Header is made of a logo a titile and a link to view the documet in a webpage B

GIVE US A CALL 1.800.433.9767

Call to action C “Email us“ should always be a button linked to he email address sales@georgiaexpo.com B Footer includes copyrighted stamp date company, mailing address and unsubscribe as well as subscription preferences.

B

CONTACT YOUR SALES REPRESENTATIVE 1.800.433.9767 C

EMAIL US

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Grammar

6.05 Vocabulary HELP Word Rules Affect or effect

Percentages When using a percentage, write out the full word rather than using the symbol.

Already or all ready

Correct: Sales are up 35 percent.

Alternate or alternative

Incorrect: Sales are up 35%

Among or between

Numbers

Because or since Because of or due to

For all numbers under 10, spell out the number. For all numbers 10 and over, use the numeral.

Can, may, or might

Correct: Respect is one of our values. There are 12 values.

Comprise, compose, constitute

Incorrect: Respect is 1 of our values. There are twelve values.

Continual or continuous

Words to Avoid

Discrete or discreet

Exclusively

e.g. or i.e.

Innovative

Ensure, insure, assure, or make sure

King

Farther or further

Capitalization (words and phrases listed below should appear as follows)

If, when, or whether Last or past Lay or lie More than or over Principal or principle That or which Who or whom

Pipe & Drape GeorigaExpo.com Slip Collar Telescoping Upright Trade Show Flame Retardant Poly Knit Spelling stackable vs. stack-able Word Choice Backwall vs. Backdrop


Grammar

6.06 Glossary HELP

Georgia Expo Terms

Industry Terms

Sheer

Voile

Duvatine

Duvetyne

Acronyms

Acronyms

IAVM

International Association of Venue Managers

ESCA

Exhibition Services & Contractors Association

ARA

American Rental Association

AVPR

Audio Video Production

DIST

Distributor

TSE

The Special Event Show


Grammar

6.05 SEO HELP

Example Content with targeted keywords: Keywords Bolded for example Suggested links blue text for example Example page: http://www. georgiaexpo.com/dye-sublimation Dye Sublimation is the art of printing on fabric. Select from our predesigned backdrops, or create your own custom backdrops using our dye sublimation creation tool. At Georgia Expo, only your imagination is the limit when creating a backdrop for your next trade show, event, or gathering! Want to order online? Check out our dye sublimation online ordering page (link to http:// www.georgiaexpo.com/ dye-sublimation-online-ordering). In this example, users searching for “dye sublimation,” “custom backdrops,” or “dye sublimation online” can then be directed to http://www. georgiaexpo.com/dye-sublimation through organic or paid search. Google and other search engines will also “crawl” this page and determine its organic ranking based on our page setup, content, and user experiences.

P1.

Create the title tag using the below format:

Optimal Format Primary Keyword - Secondary Keyword | Brand Name Optimal Length: 55 characters (more if needed but will not be visually displayed) Secondary keyword is not necessary. Example: If we are creating a future page for “dye sublimation” an example title: Dye Sublimation | Georgia Expo Example: If we are wanting to promote the fact that our customers can order their dye sublimations online, or creating a second page specifically for ordering, we may want to include “Online Ordering” as a secondary keyword. Dye Sublimation – Online Ordering | Georgia Expo *NOTE: Please note that the backend of website is set up to include “- Georgia Expo” at end of title, making the manual input of “| Georgia Expo” unnecessary at this time. 2.

Create the meta descriptions for the page:

Advertising copy, 160 characters max, incorporate keywords in an appealing manor. The keyword or phrase does not need to be mentioned more than once, although it can be (as long as it’s not excessive). Example: Georgia Expo Homepage: “Georgia Expo is the largest Pipe and Drape manufacturer in the United States. Pipe and Drape is the most economic way to define space. Call 800.433.9767” 3.

Create the page URL:

Contain the keyword, short, concise, user friendly, easy to read. Separate words by using “-“ Ex: http://www.georgiaexpo.com/dye-sublimation-online-ordering 4.

Implement targeted keyword(s) into content of page.

Each page should have text content, targeted keywords should be worked in naturally (write for users, and then for search engines). Any links to other related product pages, tools, or the shop should be included to reinforce targeted keywords and ease of user navigation.



ONLINE

www.georgiaexpo.com sales@georgiaexpo.com T E L E PH O N E

+ 1 800.433.9767 + 1 770.408.1070 A D D R E SS

Georgia Expo Manufacturing Corporation 3355 Martin Farm Rd. Suwanee, GA 30024

For further questions visit us online at: www.GEORGIAEXPO.com


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