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LOGO USAGE
Discovery Theater Logo The Discovery Theater logo is a foundational component of our brand. It has been designed to represent the momentum and ideals of our company, make us highly recognizable, and differentiate 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 Discovery Theater brand.
What do you think this logo mark is presenting? a tulip flower, a crab claw, a moon face or just an imitation of pepsi logo?
Logo Concept The Discovery Theather logo aims to initiate a process of visual discovering within the logo mark. This process could be prolonged throughout a lifetime. At different angles, locations or times with different ages, viewers would have unique visual interpretations of the logo, especially for young minds with unlimited imagination. Despite the fact that this logo mark was designed to be anything one could imagine, it does have a principle concept. This concept lies on the negative space that represent the pointing finger. Pointing finger is a universal sign language that we always use when we try to show things to others. Imagine your conversation without the use of a pointing sign ever.
Servicemark Rules The Discovery Theater logo, including its design elements, colors, and tagline, are servicemarks owned by Discovery Theater. 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 Discovery Theater are the only files that should be used.
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. The X-height is defined as a square whose sides are the same length as the height of the “o” letters in the brand logo.
Minimum Acceptable Usage The minimum size of the Discovery Theater logo is 19mm or .75”.
.75”
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Color Applications for Logo Appropriate use of the logo is the most important part of maintaining the Discovery Theater brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.
Color Variations Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Three different versions of our logo color combinations may be used: • B lack: For black and white publications, or against light or bright colored backgrounds where the primary version is unreadable. • R eversed White: Reversed to white against a dark or bright background, where the primary version is unreadable. • Primary: For white or light color background
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:
Do not rotate logo mark
Do not switch color in any way
Do not stretch or distort the logo in anyway
Do not use primary color on black. Use reversed white instead.
Do not change the size relationship or position between logo mark and logo tyle
Do not use blue for single-color mode. Use black instead
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COLOR USAGE
Color Palette
CMYK: To ensure correct color reproduction use for four color printing.
68/2/13/00
/90/85/00
/31/99/0
75/99/2/0 78/10/42/00 /66/88/00
/99/40/0 100/85/0/13 50/0/100/0 85/19/0/0
PMS: Primarily for logo color matching and two color printing. PMS Colors are standard colors with the majority of printers around the world.
PMS 3115
PMS 032
PMS 130
PMS 2612
PMS 326
PMS 021
PMS 213
PMS 301
PMS 315
PMS 2995
RGB/HEX: Used for web and screen applications, this includes PowerPoint presentations. RGB/HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.
#26BCD7
#EF4136
#FDB818
#652D90
#00A8A2
#F47735
#ED1764 #133D8D #8DC63F #009DDC
Complimentary Color Options:
40% 70% 100% PMS 388
14/0/79/0
#E3E65B
40% 70% 100% PMS 102
0/5/95/0
#EFE710
40% 70% 100% PMS 528
30/50/0/0
#B28ABF
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TYPEFACE
Primary Typeface GILL SANS The typeface is an important element of the Discovery Theater brand appearance. The Gill Sans type family is used to complement the Discovery Theater logo, it sets a friendly, contemporary tone. Gill Sans gives users a lot of flexibility by offering a broad range of type weights and styles, for both headline and text. Use Gill Sans fonts for all professionally printed materials.
Web & PowerPoint Presentation Typeface GILL SANS & VERDANA Use for web and screen applications. For headers use Gill Sans; body copy use Verdana. 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. GILL SANS (Regular) ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
GILL SANS (Italic) ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
GILL SANS (Bold) ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
VERDANA (Regular) ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
VERDANA (Italic) ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
VERDANA (Bold) ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890