BRANDING & STYLE GUIDE
Logo Bug
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Fill Logo Bug
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Bug Logo with Text Horizontal Lockup
Vertical Lockup
Text-Only Lockup
Alt. version
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When to Use Which The difference between the four logos is context: How much does the audience know the brand when they see the identity? This page helps identify what kinds of uses should be established for the 4 versions of the mark.
LOGO BUG
HORIZONTAL LOCKUP
NOTE: The text-only lockup and the text bug should never be written in any other typeface to visually represent the company. Use these files only.
HORIZONTAL LOCKUP
TEXT-ONLY LOCKUP
Used in place of Logo Bug on materials where space is a premium and the textonly lockup can’t be used appropriately with the bug.
Alt. Version
Use for opportunities where context is greater. If the company has other collateral or content surrounding this mark, and it is clear that you are referring to Mother Earth Brew Co., then use this mark. solo yes standalone not required use with text-only lockup
Use in a design that requires a horizontal logo and text.
Use in cases where space does not allow for the horizontal lockup.
solo yes
solo yes
standalone yes
standalone yes
Used on cans and bottles only.
solo yes standalone not required use with logo bug
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Clearspace O
The area around the logo should always provide ample space so that the balance and wholeness of the logo are not violated by external elements. The diagrams at right show the correct amount of space that should surround the logo bug and the text bug.
O
O
NOTE: It is tempting to put URLs or other vital data near this mark, but this will degrade the simplicity and strength of the mark.
O LOGO BUG - NO RESTRICTIONS
O
For all instances except the standalone Logo Bug, keep the space of the “O� in Co. around the logo.
O
O O
O O
O
O Mother Earth Brew Co. Branding & Style | Page 6
Color Our Core Colors are White, Pantone 7401 (50% opacity), and Pantone Black 7C. Whenever possible the MEBC logo should be reproduced in Pantone Black 7C or 100% White when used against dark colors. Pantone 7401 C is used at 50% opacity as the background for most printed marketing materials. Do not use it on the logo or as text.
CORE COLORS
Our Accent Colors are Pantone 202 C, Pantone 1595 C, and Pantone Cool Gray 10 C. We use Pantone 202 C more than Pantone 1595 C or Cool Gray 10 C. Reserve these last two for very occasional use.
ACCENT COLORS VERY OCCASIONAL USE
VERY OCCASIONAL USE
NAME: WHITE
NAME: BEIGE
NAME: CHARCOAL
NAME: DARK RED
NAME: BURNT ORANGE
NAME: GRAY
CMYK: 0 / 0 / 0 / 0
CMYK: 1 / 4 / 19 / 0
CMYK: 67 / 60 / 60 / 47
CMYK: 29 / 96 / 76 / 29
CMYK: 17 / 77 / 100 / 6
CMYK: 0 / 0 / 0 / 74
RGB:
255 / 255 / 255 RGB:
252 / 240 / 210
RGB:
35 / 65 / 64
RGB:
140 / 34 / 50
RGB:
196 / 88 / 39
RGB:
101 / 102 / 104
HEX:
#ffffff
#fcefd1
HEX:
#404140
HEX:
#8c2131
HEX:
#c45827
HEX:
#646668
HEX:
Pantone:
Pantone:
Pantone:
Pantone:
Pantone:
7401 C
Black 7C
202 C
1595 C
Cool Gray 10 C
50% Opacity
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Color Integrity The bug and text-lockup should always be the same color. Do not use multiple colors within the lockups or bugs.
ONLY ONE COLOR SHOULD BE APPLIED TO THE LOGOS.
DO NOT RE-COLOR THE LOGOS WITH ANY ALTERNATE COMBINATIONS
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Integrity of the mark The Mother Earth Brew Co. logo is the offcial mark of the company and should accordingly be rendered with utmost consistency and dignity. It should never be tweaked, stretched, or otherwise manipulated, but reproduced with consistency and integrity.
DO NOT rotate the logo, or any part of it, in any direction. It should be flat and level at all times.
DO NOT stretch any part of the logos or marks.
DO NOT add an outline to any of the marks.
DO NOT alter any of the interior shapes or characters.
Mother Earth Brew Co. DO NOT overlap the text lockup over the bug.
DO NOT adjust the scale of any part of the logo.
DO NOT use any effect on the logo, like a glow or shadow.
DO NOT set any type or replace the type into the logo.
2017 DO NOT use the logo to insert any other text or copy.
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Integrity of the mark When placing the logo or lockup, consider legibility. Do not alter the logo in any fashion.
DO NOT place any version or color of the logo on a background with an image that is complicated or disables visual calirty in the identity.
DO NOT use any effect or drop shadow with the logo ever, especially on top of complicated images or photos.
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Logo File Structure CHARCOAL
WHITE
BUG_charcoal.eps BUG_TEXT_VERTICAL_charcoal.eps BUG_TEXT_HORIZONTAL_charcoal.eps TEXT_charcoal.eps TEXT_ALT_charcoal.eps
BUG_white.eps BUG_TEXT_VERTICAL_white.eps BUG_TEXT_HORIZONTAL_white.eps TEXT_white.eps TEXT_ALT_white.eps
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