Roundtable Learning Branding Guidelines
Table of contents
Mission, Vision, Value Propositions
Brand Messaging
Tone of Voice
Logo
• Misuse
Color Palette
Typography Palette
• Print
• Web
Photography
• Exclusion Zones
• Minimum Sizes
• Use on Backgrounds
• Ideal Stacks
Style In Action 3 4 5 6 7 13 14 16 17 18 18 19 20 24 25
Our brand
Our Mission is to engage and transform your workforce through strategic learning experiences that reflect your brand, empower your learners, and generate measurable results.
Our Vision is to become the trusted learning partner for organizations invested in the future of learning.
Our Value Propositions:
Objective-Focused: Strategy and objectives have to be a foundation of what we do for customers.
Experience-Driven: We create great learning experiences using the latest technology.
People-Centric: We are true partners that care and deliver great customer service.
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Brand messaging
Short Identifier: A Learning Experience Company
Flag in the Ground: We believe that a dedicated, innovative team partnering with companies that embrace learning can build strategic, innovative learning programs that achieve measurable results.
Short Positioning Statement: We help you engage and evolve your team through strategic learning experiences.
Elevator Pitch: We are a full-service learning experience company focused on helping organizations build smart and effective learning programs. Our team leverages AR/VR, eLearning, ILT, and video learning to develop strategic learning programs that engage, motivate and educate teams to achieve real performance improvements.
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Tone of voice
We are Warm & Professional : We want our clients to feel comfortable and we aim to build great relationships while delivering on our expertise and value.
When we talk and write, we sound Savvy, Yet Simple : We know what we are talking about, but as learning experts we must be all about delivering our messages simply.
Our tone is Authentic & Personal : We care — about our team and about our clients. We’ll never pretend to be something we aren’t and we’ll always treat our clients like friends.
The purpose of our messages are to Educate, Engage & Motivate : We’re all about learning. So the purpose of our own messaging has to be to educate, engage and motivate our audience.
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The logo: rationale
Roundtable’s new logo utilizes the letter “R” broken up into the shapes that make it up. It is meant to symbolize the many services and facets of Roundtable all operating together in a cohesive, complementary manner.
Additionally, there are two shapes at the top and midpoint of the “R” that can be interpreted as speech bubbles. These signify the continual dialogue between Roundtable and its clients.
This design uses bright colors, round corners, and a modern sans-serif typeface for the wordmark. It is friendly, inviting, and simple.
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Stacked logo
The sizing of the logo corresponds to the x-height of the logo font (marked as ‘x’ in the diagram.)
The word “Learning” is half the x-height of “Roundtable.”
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x 0.5 x
Horizontal logo
Similarly, the sizing of the horizontal logo corresponds to the x-height of the logo font (marked as ‘x’ in the diagram.)
The word “Learning” is half the x-height of “Roundtable.”
8 x 0.5 x x
Secondary logo
Roundtable can also utilize a secondary logo, created from the shape made at the top left of the main logo “R.”
This secondary logo can be used in social media applications, blog pages, and any other discussion-like applications, as its shape connotes communication. The speech bubble shape itself may also be used as a branding element as seen throughout this document.
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0.5 x x
The secondary logomark is made from this shape.
Exclusion zones
The logo and the icon’s exclusion zone is equal to the x-height of the word “Roundtable” (marked as ‘x’ in the diagram.)
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x x x x x x x x
Exclusion zones
The logo and the icon’s exclusion zone is equal to the x-height of the word “Roundtable” (marked as ‘x’ in the diagram.)
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x x x x x x x x x x x x x x x x x
Exclusion zones
The secondary logo and the icon’s exclusion zone is equal to the x-height of the word “Roundtable” (marked as ‘x’ in the diagram.)
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x x x x x x x x x x x x x x x x x
Minimum size
Establishing a minimum size ensures that the impact and legibility of the logo is not compromised in application. Therefore, the stacked Roundtable logo and secondary logo should never be smaller than 1.25” printed, and the horizontal logo should never be smaller than 1.50” printed.
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1.25” 1.50” 1.25”
Use on backgrounds
The full-color logos should be used only on white, black, or other dark colored backgrounds. Avoid using full-color logos on photographs unless the logo sits on a black or white area of the image.
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One color use
The full-color logo will not perform well on photography and various background colors. In those cases, the one-color logo should be used.
The one-color logo should be used only on photographs and colors within the Roundtable color palette.
The one-color logo should only be used in black and white colorways, as shown.
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Logo misuse
It is important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified, or added to. No attempt should be made to alter the logo in any way. Its orientation, color and composition should remain as indicated in this document — there are no exceptions.
Do not distort or warp the logo in any way.
Do not outline or create a keyline around the logo.
Do not rotate the logo in any way.
Do not change the logo color.
Do not use any effects on the logo.
Do not change the font of the logo.
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Roundtable LEARNING NO NO NO NO NO NO
NEEDS FINALIZED
Primary palette
Roundtable has updated its color palette to a fresh set of brighter colors, some of which hearken back to its previous palette for the purpose of visual continuity.
Tiger
CMYK : 0, 71, 100, 0
RGB : 255, 110, 10
HEX : #ff6e0a
PMS :
Arctic
CMYK : 61, 0, 17, 0
RGB : 26, 217, 227
HEX : #1ad9e3
PMS :
Honey
CMYK : 0, 34, 97, 0
RGB : 255, 178, 28
HEX : #ffb21c
PMS :
Pine
CMYK : 83, 17, 63, 2
RGB : 0, 153, 125
HEX : #00997d
PMS :
Aegean
CMYK : 90, 47, 31, 6
RGB : 3, 112, 143
HEX : #03708f
PMS :
Denim
CMYK : 97, 47, 31, 51
RGB : 0. 67, 89
HEX : #004359
PMS :
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Typography: Print
Headlines are set in Gilroy Medium, shown to the right.
When using Gilroy to create headings on embedded or printed collateral for Roundtable, always typeset it with Optical kerning, set the tracking to 20, and set in title case or sentence case (as determined by the content).
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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Light Regular Medium Bold Heavy
Gilroy Medium Family
Typography: Web
Headlines are set in Muli SemiBold, shown to the right.
When using Muli to create headings for Roundtable on the web, always typeset it with Optical kerning, set the tracking to 20, and set in title case or sentence case (as determined by the content).
(This is a Google Font.)
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Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0123456789 Light Regular SemiBold Bold Black
Muli SemiBold Family
H1: Gilroy Bold 36/38 +20 tracking
Ideal stack: Print Building Your
The following is a sample of an ideal font stack using Gilroy for various headlines and paragraph text. The exact point sizes and leading are not prescriptive and should be adapted to the size of the materials and layouts for which they’re being designed. However, the general proportions, weights, styles, and notes on kerning and tracking should be kept intact for all layouts.
Learning Vision
H2: Gilroy Medium 24/28 +20 tracking
Question marks and exclamation points
H3: Gilroy Bold 18/21 +20 tracking
To become the trusted learning partner for organizations invested in the future of learning.
H4: Gilroy Bold 14/15 +20 tracking
We help you engage and evolve your team through strategic learning experiences.
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Ideal stack: Print (continued)
The following is a sample of an ideal font stack using Gilroy for various headlines and paragraph text. The exact point sizes and leading are not prescriptive and should be adapted to the size of the materials and layouts for which they’re being designed. However, the general proportions, weights, styles, and notes on kerning and tracking should be kept intact for all layouts.
P : Gilroy Regular 11/12 #004359 +20 tracking
We are a learning experience company. Our team leverages our Full-Circle Perspective to understand how your people learn to design experiences that will engage, motivate and educate individuals and teams to achieve real performance improvements.
Hero P: Gilroy Medium 12/13 #004359 +20 tracking
As learning experts we must be all about delivering our messages simply.
Pull quote: Gilroy Light 18/21 #f36e21 +20 tracking
We’ve made the publishing process much simpler and faster.
Attribution: Gilroy Bold/Regular 8/9 +20 tracking
Robert Frost, Author
CTA text: Gilroy Bold 7/9 +100 tracking
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GET STARTED
Ideal stack: Web
The following is a sample of an ideal font stack using Muli for various headlines and paragraph text. The exact point sizes and leading are not prescriptive and should be adapted to the size of the materials and layouts for which they’re being designed.
However, the general proportions, weights, styles, and notes on kerning and tracking should be kept intact for all layouts.
Building Your Learning Vision
Question marks and exclamation points
To become the trusted learning partner for organizations invested in the future of learning.
H4:
14/15
We help you engage and evolve your team through strategic learning experiences.
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H1: Muli ExtraBold 36/38
H2: Muli SemiBold 24/28
H3: Muli ExtraBold 18/21
Muli ExtraBold
Ideal stack: Web (continued)
The following is a sample of an ideal font stack using Muli for various headlines and paragraph text. The exact point sizes and leading are not prescriptive and should be adapted to the size of the materials and layouts for which they’re being designed. However, the general proportions, weights, styles, and notes on kerning and tracking should be kept intact for all layouts.
P : Muli Light 10/12 #004359 +10 tracking
We are a learning experience company. Our team leverages our Full-Circle Perspective to understand how your people learn to design experiences that will engage, motivate and educate individuals and teams to achieve real performance improvements.
Hero P: Muli SemiBold 12/13 #004359
As learning experts we must be all about delivering our messages simply.
Pull quote: Muli Light 18/21 #f36e21
Attribution: Muli Black/Regular 8/9 +20 tracking
Robert Frost, Author
CTA text: Muli Black 7/9 +100 tracking
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We’ve made the publishing process much simpler and faster.
STARTED
GET
Photography style
To the right are examples of image style and photographs that work with the brand.
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In action
To the right are examples of stationary in order to see how the logo will work in action upon various print media.
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For more info, visit us at: roundtablelearning.com
