BRAND GUIDELINES
Contents Brand Vision & Identity
1-2
Brand Hierarchy
3
Branded Assets
4
Affiliate Usage
4
Income Store Logo & Usage
5-8
Mark & Color Identity
9-10
Color Usage
11-12
Mark Usage & Retired Logos
13-14
Typography
15-16
Imagery
17-18
Digital Footprint Conference Logo & Integration
19-20
Color Usage & Mark
21-22
Typography
23-24
If you can not find the guidance you need here in this document, please seek John Georgilis, CCO before taking any action in dispatching the visual material. Thank you.
Income Store Campfire
This document is the official branding guidelines for Income Store. Š Copyright 2017
Logo & Mark
25-26
Usage & Typography
27-28
Quick Reference Guide
29-30
The Vision of Income Store Manifestation: We create virtual infrastructures and implement optimization strategies for successful business outcomes. Camaraderie: We build in partnerships with clients; the benefits and the hardships of our hard work is experienced in unison. Maintenance: We procure longevity by providing the necessities for keeping investments in good condition; keeping up to date with technological cultural trends.
BRAND VISION
1
What is Brand Identity? Brand identity represents what a company promises to deliver in a visual medium. Clients become familiar with this identity. Keeping the brand identity consistent across all business assets enables people to quickly understand and trust content belonging to the business.
Why do we need standards? Keeping the branding in alignment with the vision of what a company does sends a clear message to customers, as well as, puts the purpose consistently in foreground within the collaboration of the company.
SUBJECT
2
History The early beginnings of the company started in 1992. Todays Growth Consultant officially emerged in 2002 with the Authority Site Package Product. The birth of the hybrid site packages in 2012 initiated Income Store. Income Store and Todays Growth Consultant merge branding in 2017 under the name Income Store as the company grows from 30 employees to over a 100.
Brand Hierarchy Digital Footprint Conference is an annual event for IS with it’s own branding campaign that accompanies the branding of IS while maintaining an individual identity as an event. Income Store Campfire is a smaller but more intimate gathering that shares branding aspects with both IS and Digital Footprint. Attendees of Income Store Campfire are a mix of site partners and DF attendees. As a company grows and changes, branding will also follow alongside; further defining and aligning to the company vision and goals.
BRAND HIERARCHY
3
Assets Items like business cards and stationary are considered assets (property) of the brand. If you need to use stationary or business cards, please refer to the direction in the SOP on the shared drive. Any kind of branded give away item for internal or external use should be requested to John Georgilis, CCO for production.
Affiliate Usage Partners and clients can show their affiliation with Income Store on their websites and print collateral. However, If a site partner requests IS logos, do not give out our logo. Contact upper management with the information you have and they will reach out to the site partner and take it from there. Design & Development team will design an image to serve the client partner’s purpose in the dimensions they need it for. It is important that the company logo is used appropriately and with permission. ASSETS & USAGE
4
Logo & Usage
Minimum Clear Space Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is developed from the height of the “I�. The width of the clear space is equal to the height. The clear space increases and decreases with the size of the logo in proportion to the logo.
IS LOGO USAGE
5
Minimum Height Logos generally don’t print under half inch in height. Due to the simplicity of the IS logo, we can print as small as 1/8 inch (9px digital) in special circumstances. Never print this logo under 1/8 in. The logo is seen at it’s best in the minimum height of 1/4 inch (18px digital). Both are displayed here in true height. Consider using the IS mark when the space is too small for the original logo to fit.
1/8in = 9px
1/4in = 18px
IS LOGO USAGE
6
Logo Usage
If using a logo along with other logos, ensure that the minimum clear space is used (if not more space) between each logo.
These samples show the very minimum of space required whether aligned vertically or horizontally.
If using the logo in conjunction with an image, the logo should be legible over top of the image and not aligned to the edge of the photo.
IS LOGO USAGE
7
Never add additional features or embellishments to a logo. It confuses distinguishing what the official logo is from the decor. This also diminishes the importance of the letterforms by creating a challenge in the hierarchy of forms. In this example, the embellishments equally contend for attention. As a result, unimportant features draw attention away from reading the letterforms first and just become a distraction. Do not align the logo against the edge of an image on any side of the logo. The edge of an image creates a boundary line between negative and positive space and acts like line. This line creates distortions in the logo forms and gives the illusion of it being attached to the image. The logo needs to stand alone.
Never combine the official logo with any other company logo by invading the clear space. This infringes on copyright laws. There is the appearance that Income Store owns NPR or is perhaps a sub-brand or in co-ownership/ partnership. It also competes for attention.
IS LOGO USAGE
8
Income Store Color
Primary Palette IS primary color palette consists of PMS Cool Grey 11 and PMS 7455 for the logo. Additional colors from the identity system are used for visual elements and in documentation. Screen tint values are acceptable uses of all colors within the palette for brand imagery. Pantone Metallic 871C is used for Gold Foil processes in place of PMS 7556.
Color Formula Color formula conversions are based on best match assessment of the uncoated color target and are not direct conversions as defined in the PMS color bridge. For an accurate visual standard, refer to the current edition of the Pantone Uncoated Formula Guide.
IS COLOR IDENTITY
9
IS COLOR IDENTITY
10
Color Usage In addition to the primary brand colors for the logo, use the logo in solid black or solid white. Choose the option that is most legible against a background. Never apply stroke, unapproved color, or pattern to the logo
IS COLOR USAGE
11
Never apply a pattern fill to the letterforms of the logo. This logo has thin letterforms and filling them leaves them illegible.
Never apply unapproved color to the logo. A drastic change in color symbolizes some sort of change in the company. Color is like an anchor. Changing it suddenly can also make it unperceptable to those who are accustomed to seeing it in another color; as though it is camouflaged. It can be totally looked over. If it’s not missed, it’s questioned. This is why companies have a strategy for launching and introducing a brand change.
Applying a stroke adds weight around letterforms evenly. This especially distorts letterforms with serifs more then a typeface with straight edges. However, most don’t understand how this effects the overall inability to discern letterforms because it effects both the negative a positive spacing. Stroking type is not good functional design.
IS COLOR USAGE
12
Mark & Usage Media, mobile, and various web applications require brands to have a smaller square mark for identification. Please use the designed mark to represent Income Store as a profile picture or in places where the logo doesn’t visually work as well. The mark is a great way to denote in-house company documents while taking up minimal space since the mark is easier to recognize in a smaller size. Additionally, it can be used to create sub-brand logos for further defining company classifications.
IS MARK & USAGE
13
Retired Logos These logos were used in the past and are to be discontinued going forward. Please notify John Georgilis if these are appearing anywhere on present collateral.
IS RETIRED LOGOS
14
Typography
Logo Type Income Store logo was created from an Adobe version of Trajan. This typeface is based on the type found on the great Roman Trajan Column. Trajan Pro 3 may be used on occasion to create department headers for IS. This font has only one typeface in small capitals. Therefore, it should be used sparingly for headers consisting of a four word maximum length.
Type For Print Copy Myriad Pro is the supporting typeface for all IS brand print collateral. This copy typeface has many faces to choose from for delineating and organizing content.
Type For Digital Copy Myriad Pro is not a Google font. Open Sans is currently used on the IS website. However, PT Sans is a Google Font that closer resembles Myriad Pro then Open Sans. Therefore, this typeface is being segued on IS in-house Google documents and any branded digital correspondence such as newsletters.
IS TYPOGRAPHY
15
Mission Statement
trajan pro 3 Myriad Pro Regular Myriad Pro Italic Myriad Pro Semibold Myriad Pro Semibold Italic Myriad Bold Myriad Bold Italic Myriad Pro Condensed Myriad Pro Condensed Italic Myriad Pro Bold Condensed Myriad Pro Bold Condensed Italic PT Sans Regular PT Sans Italic PT Sans Bold PT Sans Bold Italic PT Sans Narrow Regular PT Sans Narrow Bold PT Sans Caption Regular PT Sana Caption Bold
This is a sample of paragraph text in Myriad Pro Regular following a header created in Tragan Pro 3. Note that you can emphasize text in an italic face within the font family. You can also use a bold face as well. In certain circumstances, you may need to use a condensed face in order to put a lot of text into a smaller area or for photo captions. Therefore, you may find the Myriad Pro Condensed face to be very useful.
This is a sample sentence in Trajan Regular demonstrating how it is NOT to be used. Please don’t use whatever fonts you fancy for Income Store unless given special permission.
IS TYPOGRAPHY
16
Brand Imagery
Is the sky the limit? The internet has limitless space. It is a blank canvas to manifest anything. Income Store is a continuous evolving strategy generator for online businesses. We build up, we build out, we change directions. What we do is very abstract but the results are tangible. Income Store is also generous to causes and seeds the message to others that financial success is an opportunity to give back. It is our responsibility as creators to propel peace, justice, and care for one another. Income Store understands that what we create matters on a larger scale for the health of the planet. Use images that visually represent limitless space, expansiveness, peace, and light like seen in this background image. The triangle geometry is a strong symbol of creation, change, breaking things up and allowing new things to emerge. Imagery creates the ambiance around the Income Store content. Brand imagery counts for a lot in establishing the ideologies of what we strive for as we accomplish them. Ideas exist before their conception into matter. Imagery will also attract or speak to the clients Income Store wants to serve. Images should feel positive.
17
Virtual Infrastructure The linear gold grid element shown is an abstract representation of constructing. It represents the virtual connection and containment of ideas and content. The ideas and the content can be anything. Income Store is merely the infrastructure holding and building it.
Create A Rule A “rule� is a term used for a line segment that is used to draw attention or separate one section from another.
Break The Grid Use a 2pt rule as shown here for designating the start or finish of a content area, to frame something you want to call out, or as a decorative element that symbolizes the continuation throughout a branded video, presentation, or document.
When changing gears, pioneering new ideas, getting experimental, feeling radical, or branching off an idea; break the grid. When your content is feeling too tight and needs a break to diverge, simply break the angle of the rule in another direction. This small symbol change denotes a change in the content. A horizontal rule is perceived as static. A rule on an angle is more active and encourages eye scanning similar to the way an arrow points to something.
BRAND IMAGERY
18
Digital Footprint Logo
Minimum Clear Space Whenever you use the official Digital Footprint logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
1/2 the height all the way around the logo.
Clear space is developed from the half the height the logo and is shown as the grey area. This clear space is always in proportion to the size of the logo. This is the minimum. However, the more space you can make around the logo, the better.
36px 1/2 in.
36px 1/2 in.
DF LOGO USAGE
19
Minimum Height Logos generally don’t print under half inch in height. Never print this logo under 1/2 inch (36px digital). Consider using the DF mark when the space is too small for the logo to fit. Marks are designed with the intention to be read in smaller size.
Usage If using the logo in conjunction with an image, the logo should be legible over top of the image and not aligned to the edge of the photo.
A. Never add additional elements or colors. B. Never add unapproved effects like “glow�. C. Never fill logo with a pattern. D. Do not combine a logo with other logos.
SUBJECT
20
Digital Footprint Color
Color Usage In addition to these color options, one can also use the logo in solid black, solid grey, or solid white. A little drop shadow is allowed in black or dark blue. Never apply stroke, use unapproved color, pattern, or apply effects.
Primary Palette IS primary color palette consists of PMS Cool Grey 11 and PMS 291 C for the logo. Additional colors from the identity system are used for visual elements and in documentation. Screen tint values are acceptable uses of all colors within the palette for brand imagery.
Color Formula Color formula conversions are based on best match assessment of the uncoated color target and are not direct conversions as defined in the PMS color bridge. For an accurate visual standard, refer to the current edition of the Pantone Uncoated Formula Guide.
DF COLOR USAGE
21
Mark & Usage Please use the mark as a profile picture or in places where the logo doesn’t visually work as well. You can make the mark solid color when it will be applied in a very small size. Use the two color version in places where you want to draw more attention to it.
DF MARK & USAGE
22
Typography Logo Type Digital Footprint logo was created from Gotham Black. The Gotham Font Family has 20 faces to be used as the supporting font for all typography needs from headers to reading copy in all DF brand collateral.
Type For Print Copy Bold faces of Gotham are used to contrast with the thin faces as seen in the ad examples. The family also contains condensed faces. Larger blocks of reading copy can be in Gotham Book. All official fonts are in the drive. If you have trouble getting the font into your font library, contact anyone from the Design & Development team for help.
Type For Digital Documents Proxima Nova is found in the Google Doc font library and comes in four weights. Use Proxima Nova in the event you need to create digital Google documents for DF as it shares design traits with Gotham.
Sample facebook ad using the Gotham typeface.
DF TYPOGRAPHY
23
Gotham Gotham Medium Gotham Medium Italic Gotham Bold Gotham Bold Italic Gotham Black Gotham Black Italic Gotham Book Gotham Book Italic Gotham Condensed Medium Gotham Condensed Bold Gotham Condensed Book Gotham Condensed Book Light Gotham Light Gotham Light Gotham Thin Gotham Thin Gotham Ultra Gotham Ultra Gotham XLight Gotham XLight
Sample facebook ad using the Gotham typeface.
DF TYPOGRAPHY
24
Minimum Clear Space Surround the logo with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. Clear space is developed from half the height of the logo and is shown as the grey area. This clear space is always in proportion to the size of the logo.
1/2 the height all the way around the logo.
This is the minimum. However, the more space you can make around the logo, the better visibility and impact the logo will have.
Minimum Height 18 px 1/4 in.
39 px 1/2 in.
CAMPFIRE LOGO & USAGE
25
Logos generally don’t print under half inch in height. This stacked logo contains many letterforms to read. Never print this logo under 1/4 inch as the smallest and only use this size if absolutely necessary. Both logo sizes are displayed here in true height. Use the mark when the space is too small for the logo to be read properly or fit the space with proper clear space. Often, you will find you will be able to fit the mark at a larger size in a smaller space then the full logo.
Logo Color Options
Mark & Usage
Shown are two color and solid options. Never apply stroke, unapproved color, pattern, or any effects to the logo. Use the official brand colors of the DF logo. For special occasions, IS gold foil is an option.
This stand alone symbol can be used on any marketing material to represent Income Store Campfire. Please use the mark as a profile picture for social media.
CAMPFIRE MARK & USAGE
26
Logo Usage
Typography Usage
If using the logo in conjunction with an image, the logo should be legible over top of the image and not aligned up to the edge of the photo.
Follow the guidelines for Digital Footprint. The logo was created with Pluto but use Gotham and Myriad for copy.
Never add additional features or embellishments to the logo. Never combine the official logo with any other company logo.
Examples of correct use of logo are shown here on the right page. Opposite page shows incorrect manipulation of the logo. CAMPFIRE USAGE
27
recoloring
resizing and moving parts of the logo
rotating, applying stroke
stretching width
filling with pattern
stretching height
scewing shape
extruding or beveling
These are guidelines for all logos, not just IS Campfire. CAMPFIRE USAGE
28
QUICK REFERENCE
QUICK REFERENCE
29
Typefaces:
Access On The Drive:
Income Store: Myriad Pro (print) PT Sans (digital)
Logos and Marks: Various logo sizes, colors, and file formats are on the drive in PMS and CMYK.
The Digital Footprint Conference: Gotham (print) Proxima Nova (digital Google Doc Font)
Folder Path For Logos: Income Store/Design/OfficialCompanyLogos
Typefaces: Myriad, PT Sans, and Gotham are available on the drive for installing onto your computer. Proxima Nova is a font that can be selected within Google Docs. Folder Path For Typefaces: Income Store/Design/Official Fonts
Imagery: The skyline with triangle geometry background image and the gold grid structures are available on the drive to be used to create collateral pieces. Folder Path For Imagery:
QUICK REFERENCE
30