Graphic manual by Jiwoon Phee

Graphic Standards Manual

Graphics Standards Manual

Table Of Contents Introduction logo concept

4 4

Servicemark rules clear space minimum acceptable usage color applications for logo color variations color palette unacceptable logo usage

7 8 8 10 10 11 12

Typography primary typeface web typeface

14 16 16

Imagery & Photography

Introduction The Tugooh Toys 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 Tugooh Toys brand.

Logo Concept Building blocks can be found in just about every home with children.These blocks, often in bright colors or made of wood, connote a certain playfulness while also being educational. That combination of energetic fun and learning is represented in our logo—two connecting boxes with a colorful palette that suggest movement, imagination and activity. The three complementary colors emphasize Tugooh Toys as a place where children can explore, discover and learn while having fun. The placement and connection of the cubes suggests movement and change, as if the cubes had been caught while shifting. When combined with the logomark’s placement to the left of the typography, the viewer feels a sense of imagination and wonder, which is at the core of our values. The overall shape of the connected cubes is also reminiscent of an infinity symbol. Learning, after all, never stops. And imagination is limitless. At Tugooh Toys, we believe the magic of play and the power of education work together to unleash your child’s imagination.

Servicemark Rules The Tugooh Toys logo, including its design elements, colors, and tagline, are servicemarks owned by Tugooh Toys. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files available that are supplied by Tugooh Toys are the only files that should be used.

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 length as the height of the â&#x20AC;&#x153;Tugoohâ&#x20AC;? letters in the brand logo. On its vertical axis, clear space measurement shold begin at the top of the logomark and bottom of the tagline as indicated by the dotted boundary surrounding the logo and should be given a white space equal to at least one X-height.

x x

Minimum Acceptable Usage The minimum size of the Tugooh Toys logo with the tagline is 22.225mm or .875". If your format requires a smaller size, use the logo without the tagline, the minimum size is 22.225mm.

... 22.225mm ... (.875")

Color Applications For Logo Appropriate use of the logo is the most important part of maintaining the Tugooh Toys brand. 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. three different versions of our logo color combinations may be used. Color version logo should be on the white background only.

Black white background , black text & shape

Reversed White black background, white text and shape

PMS 032/ PMS 7406/ 3272 white background, pantone 032 coated shape, pantone 7406 coated shape, pantone 3272 coated text and shape

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 application, 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.

PMS 3272

CMYK 80 10 45 0

RGB 0 167 157

02A79D

PMS 032

CMYK 0 90 85 0

RGB 239 64 54

EE3E3F

PMS 7406

CMYK 8 20 100 0

RGB 236 196 26

ECC347

HEX #

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 move logo mark or text

Do not change scale of type to logo mark

Tugooh Toys Do not change the font

Do not rotate

Do not change the alignment of text

Do not make one line of text

Do not change the color of logo

Do not change the angle of logo mark

Do not skew, stretch, or distort

Do not remove logomark

Typography 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 Tugooh Toys brand appearance. The Avenir type gives users a lot of flexibility by offering a broad range of type weights and styles. Use Avenir for body copy for all porfessionally printed materials.

Secondary Typeface PMN Caecilia The typeface is an important element of the Tugooh Toys brand appearance. The PMN Caecilia type family is used to complement the Tugooh Toys logo, it sets a confident, contemporary tone. Use PMN Caecilia for headline, not for body copy.

Web Typeface Avenir Use for web and screen applications. For headers use PMN Caecilia body copy use Avenir.

Powerpoint Presentations Avenir Use for powerpoint presentations. For headers use PMN Caecilia; body copy use Avenir.

PMN Caecilia Light

PMN Caecilia Bold