Science Club by Kat White

graphic standards manuel

sc ence cl b

vision

logo usage

colour application

colour palette

typography

vision

science club logo The Science Club logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company. Making us highly recognizable, it differentiates 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 Science Club brand.

sc ence cl b logo concept The inspiration behind the Science Club logo was the test tube and the circle. The test tube is used throughout a childâ&#x20AC;&#x2122;s science education and is a recognisable silhouette. The empty test tube allows for a flow of thinking and teamwork.

The circle is a never ending shape that represents unity and the bringing together different groups of people. The Science Clubâ&#x20AC;&#x2122;s goal is to bring kids together from all different backgrounds to learn from each other as well as being part of a team.

servicemark rules The Science Club logo, including its design elements, colors, and tagline, are servicemarks owned by the Science Club. 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 the Science Club are the only files that should be used.

logo usage

clear space Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one and a half X-height units with the tagline and without (see illustrations). The X-height is defined as a square whose sides are the same length as the height of the â&#x20AC;&#x153;Science Clubâ&#x20AC;? letters in the brand logo.

X X X

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X X X

minimum acceptable usage The minimum size of the Science Club logo is 35.8mm or 1.4â&#x20AC;?. 35.8 mm

sc ence cl b 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:

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Do not add other elements to the logos.

sc ence cl b Do not move or reposition any logos elements.

sc ence cl b Do not stretch or distort the logos in any way.

sc ence cl b Do not change any colour in the logos.

sc ence cl b Do not use a different font in the logos.

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Do not rotate the logos.

Do not skew or stretch the logo.

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Do not add effects or s hadows to the logo.

Do not use any tag line with the logo.

where learning is fun

colour application

colour applications for logo Appropriate use of the logo is the most important part of maintaining the Science Club brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.

colour variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo colour combinations may be used: Grayscale/Black: For black and white publications, or against light or bright coloured backgrounds where the primary version is unreadable.

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Reversed White: Reversed to white against a dark or bright background, where the primary version is unreadable.

sc ence cl b PMS: Use for one or two colour print projects, see colour chart.

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Primary: CMYK mix, see colour chart.

colour palette

colour palette PMS: Primarily for logo colour matching and two color printing. PMS Colours are standard colours with the majority of printers around the world.

PMS 376

CMYK: To ensure correct colour reproduction use for four colour printing.

CMYK 50/0/100/0

RGB/HEX: Used for web and screen applications, this includes PowerPoint presentations.

RGB 141/198/63

HEX# 5BBF21

RGB/HEX colours will not reproduce the correct colours if printed professional, therefore they are not to be used for printed materials. Your screen may convert the colours differently depending on specific settings and calibration. HEX values are standard on the web.

50% 80% 100% TINTS 20

complimentary colour options:

PMS 376

CMYK 0/53/100/0

PMS 232

CMYK 60/0/0/0

RGB 247/142/30

HEX # F78E1E

RGB 68/200/245

HEX # 3CC8F5

TINTS

50%

80%

100%

100% TINTS

PMS 114

CMYK 0/100/50/0

PMS 2415

CMYK 33/100/0/8

RGB 237/20/91

HEX # ED145B

RGB 162/25/132

HEX # 9B0070

TINTS

50%

80%

100%

100% TINTS

typography

typeface 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 century gothic regular The typeface is an important element of the Science Club brand appearance. The Science Club type family is used to complement the Science Club logo, it sets a confident, contemporary tone. Century Gothic gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Use Century Gothic fonts for all professionally printed materials.

century gothic (regular)

century gothic (italic)

century gothic (bold)

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

web typeface & powerpoint presentations verdana and helvetica Use for web and screen applications. For headers use Verdana; body copy use Helvetica. For powerpoint presentations use Helvetica.

verdana (regular)

verdana (italic)

verdana (bold)

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890

helvetica (regular)

helvetica (italic)

helvetica (bold)

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890