LOGO & IDENTITY USAGE GUIDELINES
CONTENTS CLIENT CONTENTS
TARA 1.0 2.0 3.0 4.0 5.0
Primary Logo Secondary Logo Colors Typography Application
SECTION 1
PRIMARY LOGO The TARA logo is the only allowable logo for external communications material that reaches the media or general public. It is our prime brand identifier, reflecting the history and tradition of time. Therefore, maintaining its visual and conceptual integrity is a high priority. It must be included on all agency publications, displays, visual communications and markings.
PRIMARY WITH TAGLINE (VERTICAL) This is the primary version of the logo and should be used whenever possible.
PRIMARY WITHOUT TAGLINE (VERTICAL) This logo may only be used when it is explicitly clear that TARA stands for Time and Relativity Association.
PRIMARY WITH TAGLINE (HORIZONTAL) This is the primary version of the logo and should be used whenever the vertical orientation of the logo does not fit the layout.
PRIMARY WITHOUT TAGLINE (HORIZONTAL) This is the primary version of the logo and should be used whenever the vertical orientation of the logo does not fit the layout. It should only be used when is explicitly clear that TARA stands for Time and Relativity Association.
CLEAR SPACE The logo should maintain a clear space of approximately the height and width of the “T” all around the logo. Nothing in accompanying design should interfere with the logo by breaching the clear space (such as other design elements or edges of paper). This keeps a preserved area to ensure the logo will shine.
MINIMUM SIZE The logo should never be shown on screen in sizes smaller than 100px in width. The logo should never be shown in print settings smaller than 1” in width. SMALLEST WIDTH: 100px OR 1”
DO NOT PLACE THE LOGO ON IMAGERY Always place the logo only on a white background.
DO NOT INVERSE COLORS Do not reverse out the colors so the logo is white on any other color. The logo must always be orange on white.
DO NOT ROTATE OR OBSCURE THE LOGO Always keep the logo straight to create consistency.
DO NOT SCALE DISPROPORTIONATELY When changing the size of the logo, never make only the height or only the width smaller because it squishes the logo. Always constrain proportions when scaling (Keynote does this automatically, in other programs hold the shift key when scaling).
DO NOT USE PARTIAL LOGO Use only the entire logo when being presented. Never break the logo down into other elements.
DO NOT APPLY ANY EFFECTS Never add bezels, drop shadows, or any other effects to the logo. Never modify the original logo files. Always use the logo only exactly as provided.
SECTION 2
SECONDARY LOGO The secondary TARA logo is for internal agency use only. This logo should be used on items such as employee ID badges, internal documents, letterhead, and organizational events. This logo is not allowed to be used in advertising the agency to the public.
SECONDARY LOGO BADGE The badge version of the logo is strictly for use only internally. This is the proud mark of TARA employees and all who are associated with it. Civilian time travellers will receive a badge, but they are the only members of the public able to use it. The same “dos and don’t”s of the primary logo also apply to the secondary logo.
2.0 SECONDARY LOGO
LOGO + IDENTITY USAGE GUIDELINES
SECTION 3
COLORS Only the official orange and gray of TARA may be used to represent the brand.
TRAVEL ORANGE
HOME GRAY
Pantone 1655 C
Pantone N/A
CMYK 0 / 84.5 / 100 / 0
CMYK N/A
RGB 255 / 76 / 0
RGB 241 / 241 / 242
HEX #FF4C00
HEX #F1F1F2
SECTION 4
TYPOGRAPHY FOR USE IN PRINT BODY COPY
GOTHAM REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
FOR USE IN PRINT HEADLINES
GOTHAM BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
SECTION 5
APPLICATION The following pages show correctly applied logos to collateral. Individual elements of the logo (eg. name or symbol) may only be used in the context of TARA, such as the official TARA Time Travelling Watch from Google, or one side of the business card. The application of the logo may be used more playfully in collateral such as merch, but it must be clear that it is TARA branding with both the name and symbol.
4.0 TYPOGRAPHY