Brand Guidelines
March 2012
About this Manual Our brand is our most important asset. It’s our company’s personality. It directly influences the way that people see our company. This Brand Guidelines manual has been assembled to make sure that our brands identity is preserved wherever it may appear. Inside you’ll find an overview of our values and goals as a company, as well as rules and guidelines for the use of brand materials such as our logo.
LENSPEN About this Manual
Contents Our Values
2
Our Mission
3
Our Logo
4
Horizontal: Color
5
Vertical: Color
8
Size and Placement
10
Aperture Mark
12
Guidelines
14
Sub-Brands Logo
17
18
Size and Placement
Color
20
Typeface
21
Brand Applications
24
25
Business Cards
Letterhead
26
28
E-mail Signature
Brand Contacts
30
Table of Contents LENSPEN 1
Our Values At Lenspen, our values are simple. We believe in all of our products, and want everyone to share that belief. Our products are safe, reliable, and effective. Our products are made to clean the most expensive glass in our customers possession. We engineer and test every product to be as safe and effective as possible. From cell phone screens to multi-thousand dollar camera lenses, our products will keep them clean.
2
LENSPEN Our Values
Our Mission Our mission is to keep all of the gadget glass of the world clean. We want to end the reign of dust and fingerprints on the technology of the world. Our aim is to become the number one glass cleaning choice from professional photographers to hobbyist technophiles. A lens or screen is only as good as it is clean, and we produce the best method for keeping them clean.
Our Mission LENSPEN 3
Our Logo Our logo is made up of two separate elements— the Aperture Mark and the Lenspen type. The Aperture Mark represents our focus for developing products that bring out the sharpest in screens and glass. The horizontal version of the logo is the main logo, and should be used in all possible situations. In situations where spacial or layout constraints prevent the use of the main logo, the vertical version may be used.
4
LENSPEN Our Logo
Main
Vertical
Our Logo LENSPEN 5
Horizontal Logo: Color The horizontal logo must appear in Carbon Grey on a solid white background. When this is not possible, the logo may be reversed into white on top of a rectangle of Carbon Grey. The logo may also be reversed onto a large area of Carbon grey to fit into a composition of dark elements. The logo may be set in black for situations where printing limitations dictate the use of black only.
6
LENSPEN Horizontal Logo: Color
Carbon Grey
PMS: 123 RGB: 68, 68, 67 CMYK: 67, 60, 59, 45 Websafe: #444443
Horizontal Logo: Color LENSPEN 7
Vertical Logo: Color The vertical logo must appear in Carbon Grey on a solid white background. When this is not possible, The logo may be reversed into white on top of a rectangle of Carbon Grey. The logo may also be reversed onto a large area of Carbon grey to fit into a composition of dark elements. The logo may be set in black for situations where printing limitations dictate the use of black only.
8
LENSPEN Vertical Logo: Color
Carbon Grey
PMS: 123 RGB: 68, 68, 67 CMYK: 67, 60, 59, 45 Websafe: #444443
Vertical Logo: Color LENSPEN 9
Our Logo: Size and Placement Our logo needs its clear space to stand out on its own on a page. The clear space for both the horizontal and vertical versions of the logo is equal to the height of the base of the L in the Aperture Mark on all sides. This is so the logo has room to breath regardless of the size it’s being displayed at. Both versions of the logo have a minimum size that they can appear at. This size is derived from the height of the Aperture Mark in each logo. Either logo can be scaled down uniformly until the height of the Aperture Mark measures .7" in height.
10 LENSPEN Our Logo: Size and Placement
Clear space
Minimum Size
Minimum Size
Clear space
Our Logo: Size and Placement LENSPEN 11
Our Logo: Extractable Aperture Mark We’re proud of our Aperture Mark. The Aperture Mark can be extracted and used on its own in specific situations. All Lenspen products feature the extracted Aperture Mark as well as their specific Sub-Brand logo. The Aperture Mark can also be used in compositions where the main logo is not small enough at it’s minimum size. The Aperture Mark follows all rules of size and color as the main logo versions. The Aperture Mark cannot appear any smaller than .7" tall.
12 LENSPEN Our Logo: Extractable Aperture Mark
Our Logo: Extractable Aperture Mark LENSPEN 13
Our Logo: Guidelines 1. Do not rotate the logo. 2. Do not modify the layout of the logo. 3. Do not change the color of the logo. 4. Do not modify the Aperture Mark. 5. Do not stretch or squeeze the logo. 6. Do not recreate the logo. 7. Do not place the logo over a contrasted background. 8. Do not change the background color of the Aperture Mark. 9. Do not add a stroke to the logo. 10. Do not display the logo in stroke only. 11. Do not add effects to the logo. 12. Do not crop the logo.
14 LENSPEN Our Logo: Guidelines
Rotation
Layout
Color
Modify
LENSPEN Stretch/Squeeze
Recreation
Contrast
Background
Stroke
Stroke Only
Effects
Crop
Our Logo: Guidelines LENSPEN 15
Sub-Brands: Logo We make a lot of products. So we have Sub-Brands to keep them all in order. The Sub-Brand logo is a modified version of the main Lenspen logo. It adds a line of descriptive text, as well as color coding the descriptive text and the Aperture Mark to the specific Sub-Brand.
16 LENSPEN Sub-Brands: Logo
Sub-Brands: Logo LENSPEN 17
Sub-Brands: Size and Placement The Sub-Brand logos follow the same rules as the main Lenspen logo. The minimum clear space around the Sub-Brand logo is the height of the base of the L in the Aperture Mark. The SubBrand logo can be reversed out of a rectangle of Carbon Grey, but only the Lenspen type and the background of the Aperture Mark are changed to white. The minimum size the Sub-Brand logo can appear is .7" tall. The Sub-Brand logo can not be printed in black only.
18 LENSPEN Sub-Brands: Logo
Sub-Brands: Logo LENSPEN 19
Sub-Brands: Color Our colors define our Sub-Brand logos. The Lenspen type must always appear in Carbon Grey, unless reversed out of a Carbon Grey Square. The Aperture Mark and descriptive text for the Lenspen For Lenses logo must always be set in Lenspen Red. The Aperture Mark and descriptive text for the Lenspen For Screens logo must always be set in Lenspen Blue. The Aperture Mark and descriptive text for the Lenspen For Tablets logo must always be set in Lenspen Orange.
20 LENSPEN Sub-Brands: Color
Carbon Grey
PMS: 123 RGB: 68, 68, 67 CMYK: 67, 60, 59, 45 Websafe: #444443
Orange
Red
PMS: 123 RGB: 218, 122, 42 CMYK: 11, 61, 98, 1 Websafe: #DA7A2A
PMS: 123 RGB: 203, 72, 72 CMYK: 15, 86, 73, 4 Websafe: #CB4848
Blue
PMS: 123 RGB: 81, 102, 175 CMYK: 76, 64, 0, 0 Websafe: #5166AF
Sub-Brands: Color LENSPEN 21
Typefaces Lenspen uses the Helvetica Neue family of typefaces exclusively. Body copy should always be set in Helvetica Neue Roman. Headers and titles should always be set in Helvetica Neue Bold condensed. Arial is an acceptable substitute for use in e-mail and other interoffice communications.
22 LENSPEN Typefaces
Helvetica Neue 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?@-_*&%^+()“:
Helvetica Neue 47 Light Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?@-_*&%^+()“:
Helvetica Neue 57 Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?@-_*&%^+()“:
Helvetica Neue 67 Medium Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?@-_*&%^+()“:
Helvetica Neue 77 Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !?@-_*&%^+()“:
Typefaces LENSPEN 23
Business Card Front The name and title mimics the design of the Lenspen Sub-Brand
logos, making each employee an unique part of the Lenspen Brand. The Aperture Mark has been scaled uniformly to a height of .84" and is placed .5" from the side and top of the card. The name is set in 27.5 pt. Helvetica Neue Bold Condensed, the title in 12 pt. The name type may be set in a minimum of 20pt to accommodate long names. Helvetica Neue Light Condensed, and the contact info in 12pt. Helvetica Neue Condensed and 12 pt. Helvetica Neue Light Condensed. All text is set flush left except for the title. The title is set flush right and must be aligned horizontally with the right edge of the name.
Back The back of the card has the main Lenspen logo scaled uniformly to a height of .75". The logo is set .125" from the sides, and .3" from the top of the card. The background is filled with Carbon Grey.
24 LENSPEN Business Card
Front
Back
Business Card LENSPEN 25
Letterhead This is the Lenspen letterhead for all printed correspondence. The body copy has a 1" margin on the sides and top, and a 2" margin on the bottom. The type should be set in 12pt Helvetica Neue Roman. The logo is scaled uniformly to a height of .79". The type under the logo is set in 12pt Helvetica Neue Medium Condensed.
26 LENSPEN Letterhead
Letterhead LENSPEN 27
E-mail Signatures Name The name is set in 12pt Helvetica Neue Bold Condensed.
Job Title The Job Title is set is 12pt Helvetica Neue Condensed.
E-mail and Website The e-mail and website are set in 12pt Helvetica Neue Condensed.
Logo The logo is scaled uniformly to a height of 50.4 pixels (.7" at 72 dpi). The clear space must be enforced between the top of the logo and the bottom of the last line text. Do not add any other elements to the e-mail signature such as pictures of backgrounds.
28 LENSPEN E-mail Signatures
Firstname Lastname – Job Title E-mail@lenspen.com – www.lenspen.com
Burt Stevens – Director of Marketing bstevens@lenspen.com – www.lenspen.com
E-mail Signatures LENSPEN 29
Brand Contacts Do you have any questions or comments about our brand? Feel free to contact one of these brand representatives.
30 LENSPEN Brand Contacts
Burt Stevens bstevens@lenspen.com (763)-392-4892
Lee Hoffman lhoffman@lenspen.com (763)-482-7853
Brand Contacts LENSPEN 31