ELEMENTS STYLE GUIDE
ART UNDER PRESSURE LOGO
ART is the most important word in the brand’s name. We use the shape of an A to be the outline of the logo. This triangular shape represents speed and movement. Inside of the “A” shape is a “U” and a “P” that stands for UNDER and PRESSURE the other two elements that complete the logo. The three shapes together represent collaboration, and layering which are fundamental components in the graffiti culture.
CLEAR SPACE
Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one and a half X-height units with the tagline and without (see illustrations above). The X-height is defined as a square whose sides are the same length as the height of the letters in the brand logo.
X
XX X
X X X X
MINIMUM ACCEPTABLE USAGE 31.75mm
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. Reverse d 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 of magenta, see color chart.
VARIATIONS GRAYSCALE
White background Solid background
BLACK AND WHITE White background Solid background
PMS 370
White background Solid background
UNACCEPTABLE
LOGO USAGE Our logos are custom-designed artwork. With this in mind the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation:
Do not rotate the logos
Do not add effects or shadows to the logo
Do not move or reposition any logos elements
imagine whatys possible
Do not stretch or distort the logos in any way
Do not skew or stretch the logo
Do not use any other taglines with the logo
Appropriate use of the logo is the most important part of maintaining the .org brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.
Do not change any colors in the logos
Correct usage
COLOR PALETTE 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.
CMYK
0/92/83/0
RGB
239/59/57
HEX#
EF3B39
PMS 370
LOGO COLOR BUILDS Electronic logo files that are supplied by the Public Information Registry are the only files that should be used.
TYPEFACE 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.
Helvetica (Light) ABCD EFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Helvetica (regular) ABCDE FGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Helvetica (bold) ABCDEFGHIJKLM NOPQRSTVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Helvetica (Bold Oblique) ABCDE FGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
Marten Grotesque Caps ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Marten Grotesque ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
PRIMARY TYPEFACE
THE TYPEFACE IS AN IMPORTANT ELEMENT OF THE ART UNDER PRESSURE BRAND APPERANCE Marten Grotesque Caps type family is used to complement the Art Under Pressure logo, it sets a confident, contemporary tone. It should be used on the headers only. Helvetica gives users a lot of flexibility by offering a broad range of type weights and styles. It should be used for body text. Use Marten Grotesque Caps and Helvetica regular in all professionally printed materials.
WEB TYPEFACE Arial and Verdana Use for web and screen applications. For headers use Arial; body copy use Verdana.
POWERPOINT PRESENTATIONS Use Helvetica for thte body and Marten Grotesque for the headers.
COMPLEMENTARY COLORS OPTIONS CMYK
100/0/0/0
RGB
TINTS 40%
0174/239
70%
PMS
HEX #
CMYK
RGB
343
0/92/83/0
100%
00a8bc
TINTS 40%
239/59/57
70%
PMS
HEX#
370
EF3B39
CMYK
RGB
75/5/100/0
0174/239
100%
TINTS 40% 70%
PMS 125
HEX # 33K5N0
100%