The Line Brand Style Guide

The Line Brand Guidelines

Septemeber 2019 V1

kevin@homade.co Š homade

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Contents Main Logo

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Lockup 5 Grayscale 6 RGB/CMYK 7 Usage 8 Typography

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Colors 10 Mockups 11

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A MESSAGE FROM YOUR DESIGNER It was a pleasure working with you on The Line Brand Identity.

My objective with this design is to give you a mark that will stand the test of time and look at home next to major brands for years to come. Should you need minor updates or have special use cases, please do not hesitate to reach out for help at kevin@homade.co or visiting my website homade.co.

I will keep this document forever so please contact me if you loose your brand guideline or need it revised.

Kevin D. Holland Owner, Homade LLC

PRIMARY LOGO At 1 inch, this is one of the smallest versions of the logo. In this case, use only the logotype.

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SAFETY AREA Any time the logo is in use we need to account for a safe area on all sides.

A safety area around the logo ensures visibility and impact. This prevents other objects and marks from encroaching on the logo’s space and confusing the customer.

TAGLINES Yoga Without Limits YOGA WITHOUT LIMITS

This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identitfy GoFli products, web presence, ads, and other materials, and enhances the professionalism of the brand. It is essential to the succes of the brand that the logo always be applied with care and respect in every application according to these guidelines.

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GRAYSCALE LOGO Sometimes we don’t have the option to use full color. In those cases it’s recommended that GoFli defaults to a monochrome or ‘grayscale’ logo variant. In this case you’ll take extra care to choose a CMYK designated logo for Print applications an RGB logo for digital applications.

This will give you the best color accuracy for each scenario.

PRIMARY LOGO At 1 inch, this is one of the smallest versions of the logo. In this case, use only the icon.

7 This is a quick summary to educate you on when to use an RBG or CMYK (digital or print) labeled logo for your brand.

Our work is showcased not only in print for brochures, postcards and letterhead, but we also create huge environments with large scale graphics and we do a ton of digital marketing and there is a difference in the quality of images we receive.

For Print When we are working on a brochure or a smaller print piece, we encourage very high quality images in CMYK at a minimum of 300 dpi at final size. This will create the truest colors and best quality print.

For Large Scale Graphics When working on very large graphics, often it is best we convert them from bitmap, grayscale or RGB to CMYK. We encourage you to choose CMYK and use the highest resolution image avaleable to retain quality and color. Included in your logo package is the .ai file type. This file grants you unlimited scaling.

For Digital and Web Luckily, we are a little more forgiving here. You can use any images in any color space and it will convert to RGB. However, high quality images at at least 150dpi or 300dpi will hold up best in most cases where extreme compression is not a factor.

To further summarize the above, when it comes to deciding to use RGB vs CMYK, first figure out what the output will be. If the output will be on a computer monitor then RGB is the way to go.

If the piece will be printed, CMYK is usually the standard and the best option. Thats all there is to it when it comes to using RGB vs CMYK colors on your projects.

RGB = Red, Green, Blue. Use for digital designs.

CMYK = Cyan, Magenta, Yellow and Key (Black)

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Always use the logo with ample safety area on all fours sides. Do not overlap or butt edges against any other brand mark or logo.

Always place the logo in original proportions. Do not stretch or scew the logo in any way.

Do not change the spacing between the icon and the wordmark.

DO THIS

DO NOT DO THIS

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TYPOGRAPHY

PRIMARY TYPOGRAPHY The Line is using two typefaces.

1. Avenir is a sans-serif typeface designed

by Adrian Frutiger and released in 1988

by Linotype GmbH. The word avenir is French for “future”. As the name suggests, the family takes inspiration from the geometric style of sans-serif typeface developed in the 1920s that took the circle as a basis, such as Erbar and Futura.

2. Futura is a geometric sans-serif typeface designed by Paul Renner and released in 1927. It was designed as a contribution on the New Frankfurt-project. It is based on geometric shapes, especially the circle, similar in spirit to the Bauhaus design style of the period.

SECONDARY

Futura

Avenir Next ABCDEFGHIJKLMNO PQRSTUVWXYZ 0123456789 !@#$%^&*()_+ ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789

ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789

ABCDEFGHIJKLMNO PQRSTUVWXZ 0123456789

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Color is an integral part of brand identity. Consistent use of the color palette with not only reinforce the cohesiveness of the brand, but color also serce a psychological purpose by communicating a certain feeling in your audience.

Deep blue is relaxing, and often used to convey the omportance of meaningful relationships and establishes trust and loyalty.

Digital and Print Color Values

HEX #2b2d42 RBG (43,45,66) CMYK (83,76,46,43)

HEX #c5ba7c RGB (197,186,124) CMYK (25,21,61,0)

Closest PMS

Closest PMS

Gold symbolizes courage, passion, magic, and wisdom.

PANTONE™ 19-3920 TCX Peacoat

PANTONE™ P 9-11 C

DISCLAIMER In lieu of the HEX, RGB or CMYK color palette you may use the above-listed PANTONE swatches. The colors shown here have not been evaluated by PANTONE, Inc. for accuracy and may not match the PANTONE Color Standard. Refer to the current edition of the PANTONE Color Formula Guide for accurate color. PANTONE™ is a registered trademark of PANTONE, Inc.

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Š homade

The Line Brand Guidelines

Thank You.

kevin@homade.co