BRAND IDENTITY GUIDELINES
Table of Contents
02
03
Who are we?
Our core values and mission
04
05
Our leader
Logomark and icon
06
08
Logo usage
Color palette
11
13
Typography
How we work
WHO WE ARE
We are intentional about utilizing our gifts and our resources to give back to the community. We are open to challenges and being raw with others. We believe that changing lives starts with us and will cause a ripple effect one community at a time.
CORE VALUES
do great things. make great people. pursue opportunities. Our vehicle is exceptional marketing. Our purpose is to do good things, make great people and pursue opportunities to love and serve others.
OUR MISSION
to cultivate environments that empower people to grow beyond what they ever thought possible.
BOSS LADY
world domination begins in a venti iced coffee The it Crowd started out of necessity. I was a small business owner looking for someone, something, anything to help me with marketing and I could not find the right fit that made sense to me. I needed an agency to come in and really get to know me, my company, and give me solid advice on what to do to grow. Not only did I need that, but I also needed them to execute their own advice. And, well, that didn’t exist either. So I started my own agency.
Lindsey Huettner Lindsey Huettner, Founder & CEO
LOGOMARK AND ICON we’ve been given a unique thumbprint as a company, and we are to use it to imprint on anyone we touch.
Logomark
These are the main logo and icon that will be used across primary brand applications. This trademark helps audiences easily identify The it Crowd’s brand and enhances the professionalism of the brand. It is essential to the success of the brand that the logo and icon are always applied with care and respect in every application according to these guidelines.
Icon
WATERMARK Watermark
similar to a thumbprint, our watermark is symbolic of handwritten script; each stroke is distinct.
This is the main watermark that will be used only in certain brand applications. This trademark also helps audiences easily identify The it Crowd’s brand, but will not overshadow our primary icon. It is essential that this watermark is never used alone, but in conjunction with and secondary to, the primary logo and icon. This watermark may also be used in black or white if the primary colors do not work.
LOGO USAGE
Ex. A
The color usage for The it Crowd Marketing is minimal. The icon will mostly be used in brand colors against neutral backgrounds (A & B), but can also be used as a solid black or white (C & D). The main logomark will retain brand colors and any changes should be approved. The minimum height of the icon and watermark can be no less than .5 inches.
Ex. B
1.5x
CLEAR SPACE To ensure legibility, always keep a minimum clear space around the icon and logo. This space isolates the mark from any competing graphic elements like other logos or body copy that lessen the impact of the mark. The minimum clear space is defined by the measurement of 1.5x the width of the icon. The minimum space should be maintained as the logo is proportionally resized.
y
x
Ex. C
y
y
y
Ex. D
y
y y
y
UNACCEPTABLE USAGE Ex. A
Ex. B
Ex. A. Do not rotate the logo.
Ex. B. Do not squash or stretch the logo.
Ex. C. Do not place elements in the logo clear space. Ex. C
Ex. D Ex. D. Do not blur the logo or add stylized effects.
Call Us
Ex. E
Ex. E. Do not use off-brand colors. Reference the Color Usage section. Ex. F
Ex. F. Do not put logo on an off-colored background.
A few rules are necessary for maintaining the integrity of the brand. Do not compromise the overall look of the logo by rotating, skewing, or distorting in any way - that includes adding unnecessary and unattractive text decorations like drop shadows and outlines. Here are a few examples of some ways you should never use The it Crowd logo.
COLOR PALETTE color is an integral part of a brands identity. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to your audience. Our colors are reminiscent of strength and variety. But more than that, the colors represent the values of The it Crowd. Blue in all it’s shades represents DEPTH and STABILITY and symbolizes TRUST, LOYALTY, WISDOM, CONFIDENCE, and INTELLIGENCE. Green in all it’s forms embodies GROWTH and HARMONY, and Pink signifies FRIENDSHIP, AFFECTION, APPROACHABILITY and WOMAN-HOOD.
GREEN promotes feelings
SHADES OF GREEN recharge
PINK is feminine,
of liveliness, freshness, and creativity. Even a MUTED LIME color can evoke space, wisdom, and have compassion for humanity. It represents open communication and clarity of thought.
our spirits during times of mental stress and tiredness. TEAL represents value in uniqueness and doesn’t just wish to just fit in with any crowd. We hold ourselves to high standards and have high expectations.
intuitive, insightful, and unapologetic. We were built by females and we aren’t going to apologize for it. BLUE can be strong and steadfast or light and friendly, it has positive effects on the body.
be a boss blue
CMYK: 100, 100, 24, 40 | RGB: 15, 0, 85 | HEX: #0F0055
transparency teal
CMYK: 93, 61, 45, 28 | RGB: 17, 77, 97 | HEX: #114D61
stand tall turquoise
CMYK: 85, 31, 54, 10 | RGB: 17, 127, 121 | HEX: #137F79
get shit done green
CMYK: 28, 0, 74, 0 | RGB: 192, 216, 109 | HEX: #C0DA6D
true honeydew
CMYK: 11, 0, 23, 0 | RGB: 228, 240, 206 | HEX: #E4F0CE
pixie dust pink
CMYK: 2, 26, 20, 0 | RGB: 244, 196, 188 | HEX: #F4C4BC
TYPOGRAPHY our branded fonts were chosen for their diversity, uniqueness and compatibility. Typography is a powerful brand tool when used consistently. This set of typefaces best represent The it Crowd and should be used across all print & web applications.
TYPOGRAPHY CONT.
ABC XYZ
Abc Xyz
Abc Xyz
Barlow Condensed
Galano Grotesque
Canonatia
Use for headlines. All uppercase only.
Use for body copy. Only use in all lowercase + regular copy
Use only for accent marks and creative pieces. Must use a stroke of 1 pt at all times.
HOW WE WORK plan execute repeat
Being a fractional marketing agency allows us to provide a variety of services to our clients, leaving no ceiling on what can be done for their business. We see clients as partners and are focused on finding solutions to any issue they bring us. We combine proven strategy with technology and execution to come up with marketing solutions that work.
LET’S GET REAL
FINAL COMMENTS WE ARE PASSIONATE ABOUT WHAT WE DO, WE DO THE RIGHT THING, AND WE LIKE TO HAVE FUN; BUT WE ARE SERIOUS ABOUT RESULTS.
if ever in doubt,
If ever in doubt just refer back to this guide. These guidelines are fairly flexible and should allow for enough creative freedom while still making sure the brand looks its best across all applications.
V 0.1 2021
2021