Brand Guidelines
Table Of Contents
Logo
4
Color
12
Type
16
Imagery
20
Logo
1
4
The Live It Learn It logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable, and differentiate us in a competitive marketplace. When used with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the Live It Learn It brand.
Servicemark Rules The Live It Learn It logo, including its design elements, colors, and tagline, are servicemarks owned by Live It Learn It. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files are supplied by Live It Learn It and are the only files that should be used.
5
1 Logo
Logo Concept The Live It Learn It logo expresses the hands-on educational experiences given to each student. Live It Learn It uses the nation’s capital and its treasures as instructional tools to help ignite student curiosity and potential. Each icon represents an aspect of learning that is enhanced by firsthand experiences outside the classroom. The fresh colors are meant to capture the openness and many opportunities available to the students.
6
Applications for Logo Appropriate use of the logo is the most important part of maintaining the Live It Learn It. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.
Color Variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used:
Grayscale/Black For black and white publications, or against light or bright colored backgrounds where the primary version is unreadable.
Reversed White Reversed to white against a dark or bright background, where the primary version is unreadable.
PMS Use for one or two color print projects, see color chart. Primary: CMYK mix, see color chart.
7
1 Logo
Clear Space Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one X-height unit with the tagline and without (see illustrations). The X-height is defined as a square whose sides are the same length as the height of the “Live It Learn It” letters in the brand logo.
x-height
Minimum Acceptable Usage The minimum size of the Live It Learn It logo 18.3mm or .72" tall.
.72”
8
Acceptable Usage
Use of the default color scheme on top of a white background.
A reverse white on top of brand colors are acceptable.
9
1 Logo
Unacceptable Usage
Do not alter the color scheme of the logo.
Do not put the logo on a flood of color without changing it to white.
Do not reorder the placement of the icons in the logo.
Do not alter the logotype in anyway.
10
11
Color
2
12
Color is a essential element in the Live It Learn It identity. It is core of what makes the brand expressive and fun as well as diversity and meaning. Since color is extremely important to Live It Learn It, there are strict guidelines and rules that must be followed in order to accurately represent the brand. The following terms should be used to find the right colors of Live It Learn It:
CMYK To ensure correct color reproduction use for four color printing. PMS Primarily for logo color matching and two color printing. PMS Colors are standard colors with the majority of printers around the world. RGB/HEX Used for web and screen applications, this includes PowerPoint presentations. RGB/HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.
13
2 Color
Primary Colors These are the main colors of Live It Learn It. It is essential that the logo must utilize these warm and adventurous colors represent the company.
The primary orange of Live It Learn It. This is the main color of the logo and will be used sparingly. It can also be used as headers for text as well. PMS 144 CMYK: 0/56/85/0 RBG: 246/139/60 HEX: #f38b3c
The secondary orange of Live It Learn It. This color is used to complement the primary orange color. This color is only used for the crossbar of the logo. PMS 129 CMYK: 0/25/86/0 RBG: 250/175/63 HEX: #faaf3f
This color isn’t used for anything graphic, but it will be used for the text instead of the typical harshness of pure black.
PMS Cool Gray 8 CMYK: 20/11/12/32 RBG: 147/149/152 HEX: #939598
14
Secondary Colors
PMS 376 CMYK: 48/0/95/4 RBG: 112/171/55
PMS 374 CMYK: 31/0/67/0 RBG: 166/227/95
HEX: #70ab37
HEX: #a6e35f
PMS 2995
PMS 297
CMYK: 0/89/0/1
CMYK: 40/1/3/0
RBG: 13/157/219
RBG: 126/204/238
HEX: #0d9ddb
HEX: #7eccee
PMS 7442
PMS 2562
CMYK: 45/59/0/ 0
CMYK: 11/29/0/0
RBG: 158/98/190
RBG: 221/174/233
HEX: #9e62be
HEX: #ddaee9
PMS 179
PMS 708
CMYK: 1/75/87/2
CMYK: 0/44/14/0
RBG: 225/95/85
RBG: 254/153/168
HEX: #e15f55
HEX: #fe99a8
15
Type
3
16
Appropriate typography is important in the presentation of the Brand. The guidelines below explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces.
Primary Typeface Avenir The typeface is an important element of the Live It Learn It brand appearance. The Avenir type family is used to complement the Live It Learn It logo, it sets a confident, contemporary tone. Avenir gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text.
Web Typeface Avenir Use for web and screen applications. Use Avenir for both the header and body.
PowerPoint Presentations Arial
17
3 Type
Caecilia Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Italics ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
18
Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Heavy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
19
Imagery
4
20
Choosing the right image for communication collateral is critical to the brand. The stylistic parameters of the images and how the images are treated, through color and contrast, reflect the brand style: fun, diverse, and creative.
Style of Graphics Images The illustrative style of Live It Learn It is essential to the identity of the brand. With that in mind, it is important to these guidelines in order to express the spirit of Live It Learn It properly.
Acceptable Use Icons are the bread and butter of Live It Learn It. The colors must match the represented subject from the icon. Sometimes, the icon within the box can be white so that it can be emphasized. In rare cases, icons not be contained in a box. Icons aren’t limited to just being stuck in squares. They can come in rectangles as well. Rectangles can be as long or wide as they want as long as they are not over twice as large as a square.
Filler boxes often appear to keep the structure of a box composition. Filler boxes will always be blank with nothing more than some stripes of alternate color.
21
4 Imagery
CURIOSITY Typography can also appear within the filler boxes. Remember that the stripes must always be present and always BEHIND the word.
NATURE SOCIAL STUDIES ARTS & CRAFTS SCIENCE Secondary colors represent specific subjects within the brand.
22
In some cases, more elaborate illustrations can be utilized. The simplistic line aesthetic will always be present. The icons and illustrations must all fit into the same world.
23
4 Imagery
Unacceptable Use
Do not use the wrong colors for the subjects that the icons are representing. In this example, the icon and the box should be blue since it is about social studies.
Do not make the stroke width of the icons inconsistent.
Do not have an empty box. A box must either have the stripe texture or an icon
24
The Sky’s The Limit At Live it, Learn it the world is our classroom. From learning the mechanics of flight to discovering the wonders of space exploration, at the Air and Space Museum, we let the imagination soar to new heights. Learn more at LiveitLearnit.org
Exceptions When a photograph is the main attraction, the graphic style must respect that. This is the only time when the rules on Live It Learn It’s graphic style can be slightly broken. Color will most likely be the main rule broken when the graphics are paired up with photography in this matter. So in this poster, the graphics use the teal color rather than the usual purple color that represents science. The connection of photography and graphics trumps all.
25
4 Imagery
Style of Photography While the photography isn’t as important as the iconic graphical style of Live It Learn It, it must still be utilized to match the company’s ideals. Don’t worry, this won’t be as complex as the graphic images.
Acceptable Use Awe-inspiring spectacles that belong in museums or galleries are always welcome.
Even locations themselves are points of interests. After all, we are all about exploring!
When it comes to the subject of art, artworks are a must have.
26
Unacceptable Use Do not use photos that are too negative and sad.
Do not use photographs that are lacking color
Do not use photographs with low lighting or are too dark.
27
28