LiX
BRAND STANDARDS
MANUAL
DESIGN STANDARDS The proper use of the LiX logo is essential to the success of the LiX brand. This manual illustrates correct and incorrect usages, and provides guidance on the graphics, colors, and typography associated with the LiX brand.
COPYRIGHT LiX brand is a registered trademark and should always be typed with an uppercase “L” and “X,” as well as a lowercase “I.” Any variations including, but not limited to, “LIX”, “lix,” and “lIX,” are strictly prohibited. When the LiX logo is used separately from the popsicle graphic, it must follow the color standards that are included in this manual.
1 LiX, Inc.
THE LOGO HEADER
LiX
Brand Brand Standards Standards Manual Manual 23
LiX LiX
4 LiX, Inc.
4 LiX, Inc.
LiX
CONTENTS
2 5 6 7 8 9 10 11 12 13 14 15 16
the logo logo variations unacceptable uses sizing, clear space & bleed typography color palette the extractable letterhead business card envelope stationery system merchandise mockups web & mobile
Brand Standards Manual 4
LOGO VARIATIONS
The primary LiX logo consists of two elements: the LiX type and the watercolor popsicle. The LiX logo uses the typeface Dosis Light. Secondary uses of the LiX logo include the grayscale, blue, and green watercolor versions. These are the only color modifications that are allowed for the popsicle logo. Each logo uses a CMYK color scale.
LiX
LiX
LiXLiX LiXLiX LiXLiX
5 LiX, Inc.
UNACCEPTABLE USES
LiX
DO NOT ELONGATE
LiX
DO NOT USE OTHER COLORS
LiX
DO NOT REMOVE TYPE
LiX
DO NOT TILT
DO NOT ADD DROP SHADOW
LiX
DO NOT STRETCH
Brand Standards Manual 6
SIZING, CLEAR SPACE & BLEED
These dimensions show the minimum size of the LiX logo. Use of the LiX logo at smaller or distorted dimensions is stirctly prohibited. The logo may be enlarged to any scale for promotional item use. The LiX popsicle should always maintain 0.25 inches of clear space on all sides to ensure the integrity of the brand and to avoid confusion with other content. 0.25”
LiX
2.242”
LiX
0.25”
0.25” 1”
0.25”
Only use the specified LiX grey Pantone color or the color white as a background for the official logo. Bleeding of the official LiX logo in any way is strictly prohibited.
LiX
7 LiX, Inc.
LiX
TYPOGRAPHY HEADER
Should be used for all display type
Dosis Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%& Designed by Edgar Tolentino and Pablo Impallari, available for free on GoogleFonts.com
Should be used for all subheading type
Avenir Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%& Should be used for any and all body copy type
Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%& Designed by Adrian Frutiger, available for purchase on MyFonts.com
Brand Standards Manual 89
COLOR PALETTE
There may be times when the logo’s popsicle graphic does not read well in a given media. In such cases, the LiX type may be used alone, in one of the five alternative branding colors featured below.
LiX Sangria Pantone P 66-7 C C:28 M:91 Y:56 K:13 R: 165 G:53 B:81 Hex #: A53551 LiX Rosé Pantone P 64-8 C C:28 M:100 Y:72 K:26 R: 146 G:0 B:51 Hex #: 920033 LiX Grape Pantone P 86-16 C C:64 M:78 Y:48 K:45 R:74 G:49 B:68 Hex #: 4A3144 LiX Blue Raspberry Pantone P 101-16 C C:100 M:99 Y:29 K:44 R:7 G:7 B:78 Hex #: 07074E LiX Gray Pantone P 179-14 C C:0 M:0 Y:0 K:89 R:69 G:69 B:70 Hex #: 444446
9 LiX, Inc.
LiX LiX LiX LiX LiX
THE EXTRACTABLE
The extractable may only be used in white with specified LiX branding colors as a background. The pattern may be utilized on brand stationery, food packaging, menus, and bar decor at any LiX location. The extractable may be enlarged as needed for neon signage or art installations at LiX.
LiX
LiX
LiX
LiX
LiX
LiX
LiX
LiX
LiX
LiX Brand Standards Manual 10
LETTERHEAD
The letterhead should be a standard size of 8.5 inches by 11 inches. The suggested body copy is Avenir Light at size 12 point font and a leading value of 15.96 points. The example below is scaled to 60%. 0.5139” 0.96” 2.1037“
LiX
Mr. Anonymous, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec orci purus, luctus vitae dignissim eu, iaculis sed purus. Vivamus faucibus, ipsum nec aliquet viverra, leo mauris condimentum ligula, sit amet sagittis enim ligula quis arcu. Nam egestas tortor id nisi porttitor mattis. In tortor ante, ultricies in suscipit a, tempus non massa. Vivamus et auctor mi. Fusce vel massa nulla. Phasellus nec eros mauris, et scelerisque orci. Donec malesuada orci vitae nulla accumsan porta a id massa. Quisque accumsan iaculis magna sit amet fringilla. Maecenas consequat, magna eget tincidunt semper, odio nibh rutrum mi, id feugiat ante nisi eu risus. Vestibulum nunc orci, rhoncus a placerat in, ultricies in mi. Cras mattis varius eros, vel fringilla nisi suscipit eget. Quisque scelerisque sagittis nulla at porttitor. Mauris a justo et tellus interdum tristique. Sed id augue vitae urna euismod commodo aliquet a quam. Pellentesque arcu velit, cursus et malesuada ut, consequat et diam. Nullam erat sem, rhoncus id ullamcorper vitae, rhoncus et arcu. In ultricies ultricies nulla, ut rutrum nisi iaculis at. Donec eu magna a metus ornare faucibus. Fusce aliquet faucibus ultricies. Morbi semper, est id tincidunt gravida, sem arcu adipiscing lacus, ac bibendum nulla leo eu purus. Quisque nec diam sed risus consectetur a ccumsan quis quis nibh. Vestibulum id purus lorem.
Juliana Walsh Co-Founder & CEO
0.5625”
(401) 714-4579 lixbar@popsicles.com lixbar.com
0.7639” 1.8077” 11 LiX, Inc.
1.1333”
BUSINESS CARD
The business card should be a standard size of 3.5 inches by 2 inches. For the front of the business card, type should be set in Dosis Regular at a size of 8 points and a leading value of 9.7 points. The logo should always be used in its full vertical orientation, centered on the front of the business card.
Front of Business Card
Back of Business Card
0.1089”
LiX
LiX
2.7593”
LiX
333 Abbot Kinney Blvd Los Angeles, CA 90291 lixbar.com
1.2519”
0.7728”
0.7728”
LiX 0.1829”
LiX
Brand Standards Manual 12
ENVELOPE
The recommended typeface for mailing is Avenir Light at a 9 point font and an 11 point leading value. This example envelope is scaled to 75%. 0.5373”
LiX 1.206” 333 Abbot Kinney Blvd Los Angeles, CA 90291
1.7333”
1.25”
LiX
13 LiX, Inc.
LiX
LiX
STATIONERY SYSTEM
Brand Standards Manual 14
MERCHANDISE MOCKUPS
15 LiX, Inc.
WEB & MOBILE
Brand Standards Manual 16
CONTACT If you have questions or concerns regarding any of the LiX branding information, please contact our creative director: Telephone: (401) 714 4579 Fax: 1 888 321 3920 Email: lixbar@popsicles.com ŠLiX. All rights reserved.