yourLondon Identity & Graphic Standards
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Table of Contents
Subsidiary Brands Description and Logos
Logo & Spacing
Description and Guidelines
Color
Brand colors
Typography Font and Hierarchy
Social Media Platforms
Appendix A
Marketing Material
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Subsidiary Brands While yourLondon is the primary platform for all things London and provides users with a place to see local events, as well as the neighbourhoods, national parks, restaurants, and low living costs that London offers, there are many child brands that highlight the ability to build a career in London. Together, these sites promote London as a destination city and further attract students and young professionals, as well as experienced professionals within the tech sector to live, work and play in London. above. Refer to the illustrations below for the logos of every child brand within yourLondon.
yourLondon techLondon
foodLondon
healthLondon
corpLondon
factoryLondon
yourLondon
Logos and Spacing The yourLondon logo is simply a wordmark of the organization’s name. The font of the wordmark is Muli, which is a Google font. This logo should be used for project documents, letterheads, email signatures, and online material. On a white background, the logo is presented in the colors bright turquoise and navy blue. On a dark background, the elements of the logo are bright turquoise and white. If the logo is placed over an image, the elements are white and dark blue in order to make sure that they stand out.
yourLondon yourLondon yourLondon
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Logo and Spacing There are spacing requirements that must be followed around the logo must be equivalent to the height of the ‘y’ from the wordmark. This space is required from the outer edges of the logo. This ‘y’ will represent the clear space needed in proportion to how large or small the logo is. For example, if the ‘y’ in the logo is 60px, the clear space required is and not disorganized. There is a minimum size the logo mus be to ensure that the logo remains noticeable, the minimum size of the logo must be 111px wide and 15px high. At this size, it is still legible, however smaller than this, the logo will become
yourLondon.
Refer
to
the
illustration
below
for
y yourLondon yourLondon 111px
15px
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Brand Colours yourLondon uses three primary colours. A navy blue, a bright turquoise gradient, and white. These colours are bright and welcoming. The navy blue is mainly used for titles and headers. The turquoise gradient is used for primary elements and secondary header texts. The three shades of grey, white and black are used for smaller details, paragraph text and structural purposes. The colours navy blue and white are applicable to each child brand within yourLondon, however the gradient colour varies. Having said that, the same conditiions apply.
Navy Blue #111F42 CMYK 99, 89, 42, 49 RBG 17, 31, 66
White
Light Teal #00E6C3 CMYK 61, 0, 40, 0 RBG 0, 230, 190
Dark Teal #01BAAC CMYK 74, 0, 41, 0 RBG 1, 186, 172
Light Orange #F7BF18 CMYK 3, 25, 99, 0 RBG 247, 191, 24
Dark Orange #F79800 CMYK 0, 47, 100, 0 RBG 247, 152, 0
#FFFFFF CMYK 0, 0, 0, 0 RBG 255, 255, 255
Light Grey #CBCCCF CMYK 20, 15, 14, 0 RBG 203, 204, 207
Cool Grey #5D5D77 CMYK 64, 57, 47, 22 RBG 93, 93, 102
Light Pink #FF387D CMYK 0, 90, 22, 0 RBG 255, 56, 125
Dark Pink #F50055 CMYK 0, 100, 57, 0 RBG 245, 0, 85
Light Blue #19C9EA CMYK 65, 0, 7, 0 RBG 25, 201, 234
Dark Blue #00A6C4 CMYK 76, 14, 18, 0 RBG 245, 0, 85
Light Green #A2D31E CMYK 42, 0, 100, 0 RBG 162, 211, 30
Dark Green #77C100 CMYK 58, 0, 100, 0 RBG 119, 193, 0
Light Yellow #FAE225 CMYK 4, 5, 95, 0 RBG 250, 226, 37
Dark Yellow #EDD200 CMYK 9, 12, 100, 0 RBG 237, 210, 0
Almost Black #111111 CMYK 73, 67, 66, 83 RBG 17, 17, 17
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Typography Muli is used for all display titles and headlines throughout yourLondon’s brand. Muli has a variety of font weights, however yourLondon and all child brands will primarily use Muli Bold in order to catch the viewer’s attention.
Open Sans is used for all body text and paragraphs. Similar to Muli, Open Sans has a variety of font weights, however yourLondon will primarily use Open Sans Regular in order for the blocks of text to be legible.
Hierarchy is visible through font weight and color. If bullets are needed, they should be dark blue. Headers, subheaders and paragraph text are all shown in dark blue or bright turquoise.
Extra Light Italic Light Light Italic Regular Italic SemiBold SemiBold Italic Bold Bold Italic Extra Bold Extra Bold Italic Black Black Italic
÷×=>®©$€£¥¢:;,.* The quick brown fox jumps over the lazy dog.
Ll Light
Regular
Extrabold
Italic
Semibold
Extrabold Italic
×=>®©$€£¥¢:;,.*
Semibold Italic
Bold
Bold Italic
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Social Media Instagram is used for advertising London and the things that happen within the city. Photos must be good quality Examples of posts: - Events - past, present, future - Scenic photos of parks, trails, downtown
Twitter is used for posting short, enticing tweets that will drive the user to other websites or platforms. It is also used for images and updates designed to engage the user Examples: - News - Shared Articles - Updates on an event
Facebook has a similar purpose to Instagram and Twitter, however this platform is used to provide more information industry. Examples: - Events - past, present, future - Articles - Job information
LinkedIn is used for professional purposes, such as posting work-based articles, research on a topic, and updates on companies. Examples: - Leadership seminars - Profession-related articles - Updates on company progress - Job information
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Appedix A: Marketing Material
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yourLondon
Appedix A: Marketing Material
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yourLondon
Appedix A: Marketing Material
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