GREEN STONE IDENTITY GUIDELINES 01/2015
TABLE OF CONTENTS
The Brand 3 • Designers of Modern Loyalty • What, How and Why • Earning it The Green Stone Signature 7 • Not just a mark • Main signature • Horizontal variation • Safe space and exclusion area • Variations • Green Stone tag • Green Stone pattern • Logomark and Logotype • Incorrect use Visual Identity 18 • Color specifications • Imagery • Primary typography • Secondary typography • Collateral Contact Information
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THE BRAND
• Designers of Modern Loyalty • What, How and Why • Earning it
DESIGNERS OF MODERN LOYALTY
IN THE MODERN ERA, LOYALTY SHOULD NOT BE BOUGHT THROUGH POINTS AND GIVEAWAYS; RATHER, LOYALTY SHOULD BE EARNED THROUGH CRAFTING EXTRAORDINARY EXPERIENCES THAT DIFFERENTIATE THE OFFERINGS THROUGH THE VALUE THEY PROVIDE. WE SPECIALIZE IN THE DESIGN OF THOSE EXPERIENCES AND HOW THEY FIT TOGETHER INTO DELIGHTFUL AND REWARDING CONSUMER JOURNEYS.
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WHAT WE DO
We deepen the relationships between people, institutions and the world they live in.
HOW WE DO IT AND WHY
By identifying, crafting, and delivering experiences that provide meaningful value.
Because we’re a shop that believes modern loyalty is earned not bought. 5
EARNING IT Earning it demands we bring together four worlds.
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THE GREEN STONE SIGNATURE
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Not just a mark Main signature Horizontal variation Safe space and exclusion area Variations Green Stone tag Green Stone pattern Logomark and Logotype Incorrect use
NOT JUST A MARK Bringing Together Art and Science An exploration the idea of making a symbol that felts multidimensional, complex and simple but at the same time, using the letters from the name to create a bold monogram symbol. G and S naturally fell like they could be combined because of the shapes, and thought the combo creates some interesting shapes and negative space that supported the idea of being complex but still simple in form. The mark is a nod to the idea of a “stone� without being too literal, and that’s where some of the color shading to create the dimension came in.
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MAIN SIGNATURE
Smallest usage = .35”h
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HORIZONTAL VARIATION
Smallest usage = .35” h
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SAFE SPACE AND EXCLUSION AREA
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SAFE SPACE AND EXCLUSION AREA
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VARIATIONS
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LOGOMARK AND LOGOTYPE
The Green Stone logomark or “stone� can be used separately but only if the a designated green color is used (three color or one color accepted).
The Green Stone logotype may be used in any color and without the logomark.
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GREEN STONE TAG
The Green Stone “Tag� may be used in a black and Green Stone green application and with appropriate spacing as indicated. The size, shape and relationship of the stone and rectangle can not altered in any way. The only exception is when used in conjunction with a client brand in a presentation format.
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GREEN STONE PATTERN Pattern can vary from 5-100% opacity depending on application and usage.
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INCORRECT USAGES
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1. Do not move the logomark or logotype in any other position. 2. Do not change the typeface. 3. Do not resize the signature disputatiously. 4. Do not rotate the logo. 5. Do not use unapproved colors in the signature. 6. Do not place signature on clashing background. 7. Do not add effects. 8. Do not change the transparency. 9. Do not lock up with additional type.
Designers of Modern Loyalty
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VISUAL IDENTITY
• • • • •
Color specifications Imagery Primary typography Secondary typography Collateral
COLOR SPECIFICATIONS
PRIMARY
Pantone: 376
SECONDARY
Meant to be used as accents.
Pantone: 103
RGB: 132 189 0
RGB: 97 169 0
CMYK: 54 0 100 0
CMYK: 5 5 100 16
HTML: 84BD00
HTML: C5A900
Pantone: 7740
Pantone: 7496
RGB: 58 145 63
RGB: 118 136 29
CMYK: 75 0 95 15
CMYK: 46 6 100 42
HTML: 3A913F
HTML: 76881D
Pantone: 7733
Pantone: 7714
RGB: 0 112 65
RGB: 0 118 128
CMYK: 89 0 91 43
CMYK: 96 0 30 45
HTML: 007041
HTML: 007680
Pantone: Cool Gray 10
Pantone: 7662
RGB: 99 102 106
RGB: 122 65 131
CMYK: 0 0 0 80
CMYK: 60 87 5 0
HTML: 63666A
HTML: 7A4183
Pantone: Black 6 C
Pantone: 492
CMYK: 0 0 0 100
CMYK: 11 85 60 48
RGB: 0 0 0
RGB: 143 50 55
HTML: 000000
HTML: 8F3237
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IMAGERY Must coexists with the voice of the Green Stone brand dictated in the previous pages. Keywords that images must expresses are as follows:
SIMPLE TIMELESS YET MODERN CLEAN PROFESSIONAL PREMIUM EMOTIONAL BALANCED
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PRIMARY TYPOGRAPHY Gotham celebrates the attractive and unassuming lettering of the city. These letters are straightforward and non-negotiable, yet possessed of great personality, and always expertly made. Gotham is that rarest of designs, the new typeface that somehow feels familiar. From the lettering that inspired it, Gotham inherited an honest tone that’s assertive but never imposing, friendly but never folksy, confident but never aloof. The inclusion of so many original ingredients — a lowercase, italics, and a comprehensive range of weights — enhances these forms’ plainspokenness with a welcome sophistication, and brings a broad range of expressive voices to the Gotham family.
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GOTHAM Gotham Thin Gotham Thin Italic Gotham Extra Light Gotham Extra Light Italic Gotham Light Gotham Light Italic Gotham Book Gotham Book Italic Gotham Medium Gotham Medium Italic Gotham Bold Gotham Bold Italic Gotham Black Gotham Black Italic Gotham Ultra Gotham Ultra Italic
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SECONDARY TYPOGRAPHY Only to be used in digital applications when Gotham may not be available. The Arial typeface is one of the most widely used designs of the last 30 years because of its versatility. Arial is easy to read at large and small sizes and in a variety of applications and has been a staple screen font for decades.
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ARIAL Arial Regular Arial Italic Arial Bold Arial Bold Italic
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COLLATERAL
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CONTACT AND MORE INFORMATION
GREEN STONE We are interested in any projects and people that share our aspirations to bring meaningful value to the world. NEW BUSINESS OPPORTUNITIES: partnerships@thegreenstone.com JOIN GREEN STONE: careers@thegreenstone.com internships@thegreenstone.com Please contact for artwork and files.
Copyright Š 2015 by Green Stone LLC