2nd Watch Brand Book by CHENGHAO ZHU

2nd Watch Brand Program

Our Mission: At 2nd Watch, our mission is to bring world-class, customizable cloud computing tools and solutions to companies of all sizes, including enterprises, at an affordable price. As your cloud technology partner and trusted advisor, 2nd Watch provides operational management tools and expert guidance to simplify the cloud and help your organization operate more efficiently, decrease risk and bring profitable results to your business.

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1.1 Identity Standard / Clear Space Clear space is the area surrounding the signature that must be kept free of other graphic elements. The minimum required clear spaces defined by the measurement “X”, as shown, are the size of the grey dot in the logo.

x= height of letter ‘O’

3/8” Minimum Size of Reproduction

CLEAR SPACE & SYMBOL EXTEND

1.2 Identity Standard / Symbol Extend The logo anatomy shows how the logo is constructed and the relationships of its component parts.

3/8â&#x20AC;? Minimum Size of Reproduction

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1.3 Identity Standard / Symbol in Different Use

1. 2nd Watch_Symbol_BLK.eps

2. 2nd Watch_Symbol_CMYK.eps

3. 2nd Watch_Symbol_Outline.eps

4. 2nd Watch_Symbol_RGB.eps

SYMBOL IN DIFFERENT USE

5. 2nd Watch_Symbol_Pixel BLK.tiff

6. 2nd Watch_Symbol_Pixel CMYK.tiff

7. 2nd Watch_Symbol_White Grid.eps

8. 2nd Watch_Symbol_Grid.eps

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1.4 Identity Standard / Signatures The 2nd Watch signature and logo can be created with or without its tagline. When using the 2nd Watch logo or signature, this style guide should be consulted to ensure brand consistency.

Preferred This is the preferred format for most applications

Small View This is the small view format.

3/8â&#x20AC;? Minimum Size of Reproduction

S I G N AT U R E S

Alternative This format may be used in only type logo.

Small View This is the small view format.

2/8â&#x20AC;? Minimum Size of Reproduction

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1.5 Identity Standard / Logo in Different Use

1. 2nd Watch_Logo_BLK.eps

2. 2nd Watch_Logo_CMYK.eps

3. 2nd Watch_Logo_Outline.eps

4. 2nd Watch_Logo_RGB.eps

LOGO IN DIFFERENT USE

5. 2nd Watch_Logo_Pixel BLK.tiff

6. 2nd Watch_Logo_Pixel CMYK.tiff

7. 2nd Watch_Logo_White Grid.eps

8. 2nd Watch_Logo_Grid.eps

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1.6 Identity Standard / Alternative Logo in Different Use

1. 2nd Watch_Alternative Logo_BLK.eps

2. 2nd Watch_Alternative Logo_CMYK.eps

3. 2nd Watch_Alternative Logo_Outline.eps

4. 2nd Watch_Alternative Logo_RGB.eps

A LT E R N AT I V E L O G O I N D I F F E R E N T U S E

5. 2nd Watch_Alternative Logo_Pixel BLK.tiff

6. 2nd Watch_Alternative Logo_Pixel CMYK.tiff

7. 2nd Watch_Alternative Logo_White Grid.eps

8. 2nd Watch_Alternative Logo_Grid.eps

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1.7 Identity Standard / Incorrect Use An important factor in creating and maintaining a visual identity is the consistent presentation of the identity elements. Therefore, the way the signature is displayed must be given careful attention. Shown below are examples of incorrect or unacceptable uses of the Kodak, logotype and signature.

1. Do not distort, stretch or vary the proportions of the symbol

2. Do not add any other phrases to the logo signature

2ND WATCH

3. Do not change the orientation of the logo symbol

INCORRECT USE

4. Do not use gradient color

5. Do not apply a texture or pattern to the logo symbol

6. Do not wrap the logo closely around the logo symbol

7. Do not use a shape to tightly surround or enclose the symbol

8. Do not wrap type closely around the logo symbol

Hello, 2ND WATCH

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1.7 Identity Standard / Incorrect Use

1. Do not distort, stretch or vary the proportions of the symbol

2. Do not add any other phrases to the logo signature

2ND WATCH

3. Do not change the orientation of the logo symbol

INCORRECT USE

4. Do not use gradient color

5. Do not apply a texture or pattern to the logo symbol

6. Do not wrap the logo closely around the logo symbol

7. Do not use a shape to tightly surround or enclose the symbol

8. Do not wrap type closely around the logo symbol

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1.7 Identity Standard / Incorrect Use

1. Do not distort, stretch or vary the proportions of the symbol

2. Do not add any other phrases to the logo signature

Fashion Design

3. Do not change the orientation of the logo symbol

INCORRECT USE

4. Do not use gradient color

5. Do not apply a texture or pattern to the logo symbol

6. Do not wrap the logo closely around the logo symbol

7. Do not use a shape to tightly surround or enclose the symbol

8. Do not wrap type closely around the logo symbol

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1.8 Identity Standard / Color Primary The primary color palette is made up of 2nd Watch Black, Blue, and Cobalt Blue. These are used in the signature. These colors reproduce consistently in a wide variety of applications, including the web.

2nd watch black

2nd watch blue

2nd watch cobalt blue

PANTONE® BLACK C PANTONE® BLACK U C:40 M:50 Y:50 K:100 R:4 G:0 B:0 HEX: #000000

PANTONE® 7688 C PANTONE® 639 U C:75 M:25 Y:11 K:0 R:46 G:154 B:196 HEX: #2E9AC4

PANTONE® 3013 C PANTONE® 3013 U C:87 M:50 Y:12 K:0 R:26 G:115 B:170 HEX: #1A73AA

2ND WATCH BLACK QR CODE

2ND WATCH BLUE QR CODE

2ND WATCH COBALT BLUE QR CODE

PRIMARY AND SECONDARY COLOR

Secondary The secondary color palette may be used to highlight information in brochures, charts and graphs, as well as Web applications. These colors have been selected based on their compatibility with the primary 2nd Watch color palette.

2nd watch light blue 1

C:25 M:2 Y:0 K:0 R:185 G:224 B:247 HEX: #B9DFF6

2nd watch night blue 1

C:100 M:58 Y:0 K:21 R:0 G:85 B:150 HEX: #005596

2nd watch light blue 2

C:33 M:3 Y:0 K:0 R:164 G:215 B:244 HEX: #A3D6F4

2nd watch night blue 2

C:100 M:57 Y:0 K:40 R:0 G:68 B:124 HEX: #15457A

2nd watch light blue 3

C:49 M:11 Y:0 K:0 R:121 G:189 B:232 HEX: #78BDE8

2nd watch night blue 3

C:100 M:46 Y:0 K:70 R:0 G:45 B:86 HEX: #152E55

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1.9 Identity Standard / Background Control The color specifications were developed to add flexibility and protect the appearance of the signature. Follow the rules below in handling the 2nd Watch logo or a signature. The preferred form of the 2nd Watch signatures is three-color (2nd Watch Black, Blue, and Cobalt Blue) on a white background.

BACKGROUND CONTROL

Signatures must always appear clearly and legibly on their background. Always observe clear space specifications and use preferred vendors and reproduction methods. The examples below show various background treatments for the 2nd Watch signature and the preferred color application of the signature.

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1.10 Identity Standard / English Typography Gotham Light is a family of geometric sans-serif digital typefaces designed by American type designer Tobias Frere-Jones in 2000. The Gotham Light font family is perfectly suited to newsletters, brochures and directories as well as display because of its clean robust design and large x-height. All Gotham Light faces are numbered.

Gotham Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 []{}()<>,./’;:”\~`! @#$%^&*_+-= Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 []{}()<>,./’;:”\~`! @#$%^&*_+-= Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 []{}()<>,./’;:”\~`! @#$%^&*_+-=

ENGLISH TYPOGRAPHY

The ITC Legacy® Serif Book and ITC Legacy Serif Medium designs make the ITC Legacy family a typographic tour de force. These two designs join the ITC Legacy Serif suites of typefaces to create a remarkably handsome and versatile extended typeface family.

ITC Legacy Serif Std Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 []{}()<>,./’;:”\~`! @#$%^&*_+-= ITC Legacy Serif Std Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 []{}()<>,./’;:”\~`! @#$%^&*_+-= ITC Legacy Serif Std Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 []{}()<>,./’;:”\~`! @#$%^&*_+-=

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1.12 Identity Standard / Color Standard Sample Card

2nd watch black

2nd watch blue

2nd watch cobalt blue

PANTONE® BLACK C PANTONE® BLACK U C:40 M:50 Y:50 K:100 R:4 G:0 B:0 HEX: #000000

PANTONE® 7688 C PANTONE® 639 U C:75 M:25 Y:11 K:0 R:46 G:154 B:196 HEX: #2E9AC4

PANTONE® 3013 C PANTONE® 3013 U C:87 M:50 Y:12 K:0 R:26 G:115 B:170 HEX: #1A73AA

2ND WATCH BLACK QR CODE

2ND WATCH BLUE QR CODE

2ND WATCH COBALT BLUE QR CODE

C O L O R S TA N D A R D S A M P L E C A R D

1.12 Identity Standard / Color Standard Sample Card - Black

2ND WATCH BLACK

PANTONE® BLACK C

C:40 M:50 Y:50 K:100

R:4 G:0 B:0

HEX: #000000

2ND WATCH BLACK

PANTONE® BLACK C

C:40 M:50 Y:50 K:100

R:4 G:0 B:0

HEX: #000000

2ND WATCH BLACK

PANTONE® BLACK C

C:40 M:50 Y:50 K:100

R:4 G:0 B:0

HEX: #000000

2ND WATCH BLACK

PANTONE® BLACK C

C:40 M:50 Y:50 K:100

R:4 G:0 B:0

HEX: #000000

2ND WATCH BLACK

PANTONE® BLACK C

C:40 M:50 Y:50 K:100

R:4 G:0 B:0

HEX: #000000

2ND WATCH BLACK

PANTONE® BLACK C

C:40 M:50 Y:50 K:100

R:4 G:0 B:0

HEX: #000000

2ND WATCH BLACK

PANTONE® BLACK C

C:40 M:50 Y:50 K:100

R:4 G:0 B:0

HEX: #000000

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1.12 Identity Standard / Color Standard Sample Card - Black

C O L O R S TA N D A R D S A M P L E C A R D

1.12 Identity Standard / Color Standard Sample Card - Blue

2ND WATCH BLUE

PANTONE® 7688 C

PANTONE® 639 C

C:75 M:25 Y:11 K:0

R:46 G:154 B:196

HEX: #2E9AC4

2ND WATCH BLUE

PANTONE® 7688 C

PANTONE® 639 C

C:75 M:25 Y:11 K:0

R:46 G:154 B:196

HEX: #2E9AC4

2ND WATCH BLUE

PANTONE® 7688 C

PANTONE® 639 C

C:75 M:25 Y:11 K:0

R:46 G:154 B:196

HEX: #2E9AC4

2ND WATCH BLUE

PANTONE® 7688 C

PANTONE® 639 C

C:75 M:25 Y:11 K:0

R:46 G:154 B:196

HEX: #2E9AC4

2ND WATCH BLUE

PANTONE® 7688 C

PANTONE® 639 C

C:75 M:25 Y:11 K:0

R:46 G:154 B:196

HEX: #2E9AC4

2ND WATCH BLUE

PANTONE® 7688 C

PANTONE® 639 C

C:75 M:25 Y:11 K:0

R:46 G:154 B:196

HEX: #2E9AC4

2ND WATCH BLUE

PANTONE® 7688 C

PANTONE® 639 C

C:75 M:25 Y:11 K:0

R:46 G:154 B:196

HEX: #2E9AC4

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1.12 Identity Standard / Color Standard Sample Card - Blue

C O L O R S TA N D A R D S A M P L E C A R D

1.12 Identity Standard / Color Standard Sample Card - Cobalt Blue

2ND WATCH COBALT BLUE

PANTONE® 3013 C

PANTONE® 3013 U

C:87 M:50 Y:12 K:0

R:26 G:115 B:170

HEX: #1A73AA

2ND WATCH COBALT BLUE

PANTONE® 3013 C

PANTONE® 3013 U

C:87 M:50 Y:12 K:0

R:26 G:115 B:170

HEX: #1A73AA

2ND WATCH COBALT BLUE

PANTONE® 3013 C

PANTONE® 3013 U

C:87 M:50 Y:12 K:0

R:26 G:115 B:170

HEX: #1A73AA

2ND WATCH COBALT BLUE

PANTONE® 3013 C

PANTONE® 3013 U

C:87 M:50 Y:12 K:0

R:26 G:115 B:170

HEX: #1A73AA

2ND WATCH COBALT BLUE

PANTONE® 3013 C

PANTONE® 3013 U

C:87 M:50 Y:12 K:0

R:26 G:115 B:170

HEX: #1A73AA

2ND WATCH COBALT BLUE

PANTONE® 3013 C

PANTONE® 3013 U

C:87 M:50 Y:12 K:0

R:26 G:115 B:170

HEX: #1A73AA

2ND WATCH COBALT BLUE

PANTONE® 3013 C

PANTONE® 3013 U

C:87 M:50 Y:12 K:0

R:26 G:115 B:170

HEX: #1A73AA

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1.12 Identity Standard / Color Standard Sample Card - Cobalt Blue

C O L O R S TA N D A R D S A M P L E C A R D

website:

email:

simplepairfashiondesign.com

info@simplepairfashiondesign.com

Book Designed by Danny Zhu (GMaple)