Contents 01
Elements of logo
02
Logo with grid
03
Logo in black and white
04
Colour palette
05
Background usage
06
Typefaces
07
Infringement zone
08
Secondary graphics
09
Applications
1
THE LOGO
Symbol Symbol may be used separately from the logotype.
Logotype Logotype cannot be used independently. Typeface used for the logotype is Candara which will remain constant.
GRID SYSTEM
Grid system Proportions of the logo should strictly adhere to the grid systems provided.
INFRINGEMENT ZONE
Minimum size 30 mm
To achieve strong brand identity, the logo should be prominent and its width should not be smaller than 30mm.
Clear space To make sure the logo stands out, a clear space the height of the logotype is required.
COLOUR PALETTE
P r i mar y col ou r s
Colours PANTONE 578 C C.20 M.0 Y.40 K.6
Clovure has an organic image so its colours are mostly greens and earth tones.
PANTONE 7449 C C.72 M.100 Y.77 K.40 R.73 G.24 B.45
R.195 G.215 B.164
S econd ar y col ou r s
PANTONE 5555 C C.43 M.0 Y.34 K.38
PANTONE 615 C
R.98 G.144 B.128
C.0 M.1 Y.27 K.6 R.242 G.232 B.187
PANTONE 627 C C.90 M.0 Y.75 K.83 R.0 G.57 B.31
PANTONE 467 C C.90 M.0 Y.75 K.83 R.0 G.57 B.31
PANTONE 351 C C.0 M.17 Y.0 K.16 R.221 G.237 B.224
LOGO COLOURATION
Black & White Logotype can be used in black and white and reversed when used on a black background.
Single colour The logo can be used in white when used on its primary colours as background.
Secondary logos The logo may also be used in secondary colours, but not majority of the time.
TYPEFACES
Candara ABCDEFGHIJKIMNOPQRVWXYZ abcdefghijkimnopqrstvwxyz (.,:;?!&$#@*)0123456789
Century Gothic ABCDEFGHIJKIMNOPQRVWXYZ abcdefghijkimnopqrstvwxyz (.,:;?!&$#@*)0123456789 ABCDEFGHIJKIMNOPQRVWXYZ abcdefghijkimnopqrstvwxyz (.,:;?!&$#@*)0123456789 ABCDEFGHIJKIMNOPQRVWXYZ abcdefghijkimnopqrstvwxyz (.,:;?!&$#@*)0123456789
Primary typeface Candara, which is the typeface used in the logo itself, represents the company image and should be used for header text. The original typeface should not be tweaked.
Secondary typeface Century Gothic is used for body-text. It is chosen because of its clean-cut look that will not clash with the primary font.
SECONDARY GRAPHICS
Pattern The secondary graphic created is inspired by paper windmills. They are placed in such a way that it forms a repeated pattern. Only soft colours should be used so that it will not stand out too much.
APPLICATIONS
55mm
Name card
Kimberly Tan System Analyst Tel: (65) 9765 4321 Email: kohzhiwei@hotmail.com
90m m
Presentation folder
110m m
Envelope
220mm
C ompany van
www.clovure.com (65) 4321 5678