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BRAND GUIDELINES
S TAY AW E S O M E After all the hard work put into creating a cohesive brand design, we want to make sure it stays that way as you continue to use it moving forward. Following these guidelines will ensure the logo is used in a way that upholds the aesthetic standards and keeps your brand looking professional and consistent.
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C R E AT E COMMUNITY C U LT U R E
MOOD BOARD Creative Reserves brand is gritty and edgy with a romantic, breathtaking sense of flow. The line design elements in the logo are symbolic of movement and water images have inspired the creation of the brand. They also represent a well of creativity and reserve of support for their clients. The dark colors with metallic/neutral accents give the brand a more masculine than feminine vibe.
BRAND GUIDELINES
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MINIMUM SIZE The smallest the logo should be utilized is 1� height.
BRAND GUIDELINES
PRIMARY LOGO Creative Reserves primary logo is a simple word mark. The main lettering style is bold and edgy with a subtle Nordic influence. The swirl under the O mimics the waving lines of the northern lights and also represents movement in film. The overall style feels fresh and creative with a unique personality.
This is the main logo that will be used across primary brand applications. This trademark helps audiences easily identity the website, social media presence, ads, etc., and enhances the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.
USAGE Light Background: Full color logo or black and white versions are to be used. Dark Background: Reversed logo is to be used on all dark backgrounds.
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SECONDARY LOGOS Creative Reserves secondary badges can be used in replace of the primary logo (but should never be used directly next to the primary logo). For example, don’t use A as the profile picture if the primary logo is used for the header – it looks repetitive and isn’t a good use of the brand elements.
SYMBOL A. Monogram
BADGE B. Diamond
TA G L I N E S C. Create • Community • Culture
The tag lines can be used with or without the primary logo but should be used care carefully as graphic accents.
The monogram symbol can be used when the full primary logo is not necessary or in cases where the brand name is already displayed in plain text. For example, the monogram could be used as a profile picture on Instagram since the user name will be adjacent to it in plain text.
BRAND GUIDELINES
D. Cultivate Community • Celebrate Culture
B.
OMM E C U
Y • CELE
B
U
AT
IT
T E C U LT
• CU
UN
U U LT R E
N
RA
• COMM
C
D.
LT I V
E
R E AT • C
C.
RE
A.
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IT Y •
COLOR USAGE The color usage for Creative Reserve is fairly minimal. The logo will mostly be used in black or white against
B.
neutral backgrounds (A, B, D), but can also be used in color against a white background (C).
A.
CREATIVE
C.
BRAND GUIDELINES
R E S E R V E
D.
C LE A R S PAC E & S I Z I N G C L E A R S PAC E Always allow a clear space of 1 half (0.5) ‘X’ between the logo and .5x
other elements in order to maximize clarity. No graphic elements
.5x
should invade this zone. ‘X’ is defined by the height of the logo. .5x
.5x
x
These rules apply to all the Creative Reserve Logos.
To ensure legibility, always keep a mimimum clear space around .5x
.5x
the logo. Theis space isolates the mark from any competing graphic elements like other logos or body copy that might conflict with, overcrowd, and then lesson the impact of the mark.
MINIMUM SIZE It is recommended that the Creative Reserve logo never be reproduced smaller than the indicated minimum sizes of 108 px or 1.5 in.
108 px / 1.5 in
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BRAND GUIDELINES
PH OTO BACKG RO U N D There are a couple ways the logo can be used on photographic backgrounds, but each option should be exercised with care, making sure the logo and type aren’t obstructed by the image.
In most cases, you can use either a solid white or solid black logo on top of a background image.
TIPS 1. Photos with shallow depths-of-field best. 2. Avoid busy images with too much detail. 3. A pplying a darker transparent overlay on an image helps to make the text legible.
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U N A C C E P TA B L E U S A G E A few rules necessary for maintaining the integrity of the brand. Don’t 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 ever consider using the logo.
TIPS A. D on’t rotate the logo. B. D on’t squash or stretch the logo. C. D on’t place elements in the logo clear space. D. D on’t resize any part of the logo. E. D on’t rearrange parts or manipulate the logo. F. D on’t add unofficial elements to the logo. G. D on’t use off-brand colors not found in the Color Usage section. H. D on’t add drop shadows or other effects to the logo. I. Don’t contain the logo in a box when used on a background or color.
BRAND GUIDELINES
E R V S E R E CREATIVE
CREATIVE
R E S E R V E
R E S E R V E
E TIV EA CR
Do not change the colors
Do not switch the colors
Do not rotate the logo
of the logo
CREATIVE
RESERVE
Do not squeeze or stretch the logo
R E S E R V E
CREATIVE
Do not re-organize or resize the typography of the logo
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C O LO R PA LE T T E
PRIMARY COLORS
Color is an integral, part of brand identity. Consistent use of the color palette with not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to your audience.
DARK BLUE
BLACK
WHITE
The dark and cool color scheme enhances the
CMYK: 100, 30, 0, 71
CMYK: 0, 0, 0, 0
CMYK: 0, 0, 0, 0
deeply emotional and atmospheric nature of the
RGB:
0, 52, 74
RGB:
0, 0, 0
RGB:
0, 0, 0
brand. Color psychology suggests gray is refined
HEX:
#00344a
HEX:
#000000
HEX:
#000000
and harmonizing, while blue instills peace and
PMS:
PMS:
PMS:
trust – all reflective of the way clients will feel working with Creative Reserve.
SECONDARY COLORS
ANTIQUE GOLD
SAND
TEAL JEWEL
CMYK: 0, 21, 56, 38
CMYK: 1, 0, 1, 6
CMYK: 100, 8, 0, 67
RGB:
159, 126, 70
RGB:
243, 238, 234
RGB:
0, 78, 85
HEX:
#9f7e46
HEX:
#f3eeea
HEX:
#004e55
PMS:
PMS:
Cool Gray 1
PMS:
3025
CLAY
BRINK
CEMENT
CMYK: 0, 21, 56, 38
CMYK: 18, 22, 25, 0
CMYK: 69, 5, 0, 58
RGB:
159, 126, 70
RGB:
209, 192, 182
RGB:
32, 100, 106
HEX:
#9f7e46
HEX:
#d1c0b6
HEX:
#20646a
PMS:
435
PMS:
PMS: BRAND GUIDELINES
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TYPOGRAPHY Typography is a powerful brand tool when used consistently. This set of typefaces best represent the beautiful & emotive feel of he brand and should be used across all print & web applications.
These particular typefaces have been chosen for their usability across multiple platforms and programs.
P R OX I M A N OVA
PROX I M A N OVA
Used for headlines.
Regular, Semi-bold, Bold
ABCDEFGHIJKLM UPPERCASE, Sentence Case Web letter spacing: .2em
NOPQRSTUVWXYZ 1234567890
FUTURA FONT
FUTURA PT
Used for subheads and body.
Light, Book, Demi
ABCDEFGHIJKLM UPPERCASE, Sentence Case
NOPQRSTUVWXYZ
Web letter-spacing: .4em
12 3 4 5 6 78 9 0
BRAND GUIDELINES
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SUBHEAD Futura Medium All Caps should be used for all Subheads - 20pt / Line Height 20 / Tracking 175 / Gold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
HEADLINE Futura Bold All Caps should be used for all headlines - 32pt / Line Height 48 / Tracking 50 / DK BLUE
ABCDEFGHIJKLM NOPQRSTUVWXYZ BO DY Futura PT Light should be used for all body copy - 11pt / Line Height 120 / Tracking 32
Pa adigentiist mod ma corporesto esciis dis rem et alique nus alique pre eles unt, quos accaestem. Natur, voles etur?
SUBHEAD 2 Futura Medium All Caps should be used for all Subheads - 20pt / Line Height 20 / Tracking 175 / Gold ABCDEFGHIJKLMNOPQRSTUVWXYZ
BRAND GUIDELINES
CREATE + COMMUNIT Y + CULTURE
C R E AT I V E S & P R O F E S S I O N A L S
Creative Reserve is a trusted strategic partner + driving force in creating engaging experiences that re-imagine the traditional and create a cultural moment, positioning them at the forefront. In our community, we curate social programming that elevates brands + causes we believe in + that furthers important conversations + celebrates the everyday.
INSPIRE EVOLUTION TOWARDS A MORE CONNECTED + ENGAGED WORLD
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FINAL COMMENTS If ever in doubt, just refer back to this guide or feel free to contact us at hello@margauxagency.com. These guidelines are faily flexible and should allow for enough creative freedom to use the logo as you see fit while still making sure the brand looks its best across all applications.
BRAND GUIDELINES
LO G O PAC K AG E K E Y In your extensive logo package, there might be some file formats that you aren’t familiar with. Below is a helpful guide to explain a little about those formats, why they exist and the situation that each is needed.
ENCAPSULATED POSTSCRIPT .EPS USE: PRINT
JOINT PHOTOGRAPHIC EXPERTS GROUP .JPG | .JPEG USE: PRINT OR WEB
EPS is a vector format designed for printing to PostScript printers and imagesetters. Vector graphics are a scalable, resolutionindependent format composed of individual objects or shapes. Vector images can be resized easily without loss of quality making them an ideal format for initial logo designs and illustrations to be used in multiple sizes.
JPG is a file format best used for photo images which must be very small files, for example, for web sites or for email. JPG uses lossy compression (lossy meaning “with losses to quality”). Lossy means that some image quality is lost when the JPG data is compressed and saved, and this quality can never be recovered.
ADOBE ILLUSTRATOR ARTWORK .AI USE: PRINT
PORTABLE NETWORK GRAPHICS .PNG USE: WEB
A proprietary file format developed by Adobe Systems for representing single-page vector-based drawings in either the EPS or PDF formats. The .ai filename extension is used by Adobe Illustrator. Same as an EPS but can only be editied in Adobe Illustrator.
GIF (short for Graphics Interchange Format) is a file format for storing graphical images up to 256 colors. It uses a lossless compression method which makes for higher quality output. PNG (short for Portable Network Graphics) was created as a more powerful alternative to the GIF file format. PNGs are not restricted to the 256 color limitation of GIF files and have better compression. A PNG file can be saved with a transparent background which allows you to place your image on top of another image without an outlining white box.
TAGGED IMAGE FILE FORMAT .TIFF USE: PRINT TIFF is an industry standard designed for handling raster or bitmapped images. TIFF files can be saved in a variety of color formats and in various forms of compression. TIFFs use lossless compression to maintain image integrity and clarity and are often used for professional photography.
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Crafted by margauxagency.com | hello@margauxagency.com
BRAND GUIDELINES