B R AN D ST Y LE G U I D E
S TAY A W 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.
X E A LOT S B R A N D G U I D E L I N E S
AWA K E N
LIVE!
GUIDE
AWAKEN, is the introductory class
Live! Is XEALOTS’ 4-part process
Guide is designed to help you learn
to living out the ‘XEALOTS Way’. It’s
for discovering ones original design
XEALOTS’ unique processes and equip
embracing a life that is free from a
and destiny. With this, you will have a
you with skills to take and share that
comparison mindset, and one that
personalized blueprint for an authentic
transforming experience to others
is not measured by expectation and
and a purposeful life!
around you.
F L OW
C ATA LY S T
COMM U NIT Y
In this custom process we help to
Once you have completed LIVE!
Upon completion of our live! Program,
uncover a persons true essence
Catalyst is the next step for you! This
sign up to be a member of our
and makeup, their unique gifts and
is the next step to explore how you
XEALOTS community. Stay engaged,
talents, and highlight their unique
can apply your new Awakened self and
explore ways to get involved, receive
experiences in life. FLOW is a powerful
your unique design principles to your
and give support, and continue to
tool to launch people into live a life
life and work life.
grow through experiences, events,
standards of others. This is the first step in your journey to living out a life that is unique and extraordinary to each of us.
of abundance and help engage with
programs.
others in a deeper more meaningful way.
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KNOWLEDGE PA S S I O N PURPOSE
M OO D BOAR D XEALOTS brand is unique and passionate with a welcoming, empowering sense of flow. The line design elements in the logo are symbolic of design and earthly images have inspired the creation of the brand. They also represent a well of knowledge and reserve of support for their clients. The light colors with bold and crisp pairings give the brand a an approachable and modern vibe.
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MINIMUM SIZE The smallest the logo should be utilized is 1� height.
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PRIMARY LOGO XEALOTS primary logo is a simple word mark and icon. The main lettering style is bold and clean with a modern influence. The overall style feels clean and modern 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.
USAG E 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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L O G O VA R I AT I O N S SYMBOL A. Monogram (Blue) B. Monogram (Black) C. Monogram Box (Black & Blue)
TA G L I N E S D. Destiny E. Live Your Design
P R I M A R Y V A R I AT I O N F. Gray font
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A.
C.
B.
D.
E.
F.
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S ECO N DARY LOG OS
SYMBOL A. Monogram
XEALOTS 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 B, C, or D 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.
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.
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BADGE B. Circle
TA G L I N E S C. Live Your Design D. Giving Human, Knowledge, and Life Resources
B.
HU
MAN, K N
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D.
U
D
LIF
E RES
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WAKEN
LEDGE A N
RC
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UR D E SI
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ES GIVIN
A.
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CO LO R U SAG E The color usage for XEALOTS is fairly minimal. The logo will mostly be used in gray or blue against neutral backgrounds, but can also be used in color against a white background.
A
B
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C L E 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 inch (0.5) ‘X’ between the .5x
logo and other elements in order to maximize clarity.
.5x
No graphic elements should invade this zone. ‘X’ is defined .5x
.5x
.5x
.5x
x
by the height of the logo. These rules apply to all the XEALOTS logos.
To ensure legibility, always keep a minimum clear space around the logo. This 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 XEALOTS 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
P H O T O B AC KG R O U N D S 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. X E A LOT S B R A N D G U I D E L I N E S
Do not switch the colors
Do not squeeze or stretch the logo
Do not change the colors
Do not rotate the logo
Do not re-organize or resize
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PRIMARY COLORS
C O L O R PA L E T T E 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.
The dark and cool color scheme enhances the deeply emotional and atmospheric nature of the brand. Color psychology suggests gray is refined and harmonizing, while blue instills peace and trust
BLUE
GRAY
CMYK: 61, 0, 0, 0
CMYK: 61, 0, 0, 0
RGB: 47,
RGB: 125, 126,128
204,250
HEX: #7D7E80
HEX: #2FCCFA
– all reflective of the way clients will feel working with XEALOTS.
SECONDARY COLORS
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DARK BLUE
LIGHT GRAY
BLACK
CMYK: 85, 28, 0, 18
CMYK: 1, 1, 0, 31
CMYK: 0, 0, 0, 0
RGB: 31, 151, 210
RGB: 176, 176, 177
RGB: 0, 0, 0
HEX: #2097D2
HEX: #B0B0B1
HEX: #000000
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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 the brand and should be used across all print & web applications.
These particular typefaces have been chosen for their usability across multiple platforms and programs.
PRIMARY
GOTHAM MEDIUM 24PT
Used for headlines, subheads
G OT H A M L I G H T 1 0 P T
and paragraphs.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
UPPERCASE, Sentence Case
abcdefghijklmnopqrstuvwxyz
Web letter spacing: .2em
1234567890
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SUBHEAD GOTHAM LIGHT. ALL CAPS SHOULD BE USED FOR ALL SUBHEADS - 10PT / 22PT LEADING / TRACKING 272 / BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ
HEADLINE GOTHAM MEDIUM. ALL CAPS SHOULD BE USED FOR ALL HEADLINES - 24PT / LEADING 26PT/ TRACKING 132 / BLACK
ABCDEFGHIJKLM NOPQRSTUVWXYZ B O DY GOTHAM LIGHT. 11PT / LEADING 26 / TRACKING 32
Pa adigentiist mod ma corporesto esciis dis rem et alique nus alique pre eles unt, quos accaestem. Natur, voles etur?
SUBHEAD 2 GOTHAM BOLD. ALL CAPS - 10PT / LEADING 26 / TRACKING 212 ABCDEFGHIJKLMNOPQRSTUVWXYZ
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A L L- I N - O N E P L A T F O R M
LIFE WORTH LIVING .
XEALOTS is a new approach to the personal development, created to empower, equip and meet the needs of leaders, visionaries and professionals in today’s multi-cultural world.
W E E X I S T TO H E L P B U S I N E S S E S G R OW U TI LI Z I N G M O D E R N M A R K E TI N G S T R AT E G I E S
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PH OTOG R APH Y DO ’ S The XEALOTS experience is an innovative approach to unlock your greatest potential and create the life you’ve dreamed about.
The photography used should be shot-on vs. aerial shots normally seen in social media.
When events seem to dominate photos being shared, include high quality environmental images that include the suggested style.
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PH OTOG R APH Y DO N ’ TS Do not use low-resolution pictures, crowded group photos, or poor quality images. Each image should have a purpose and clarity.
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DO NOT use images that lack a sense of focus
DO NOT use images that feel impersonal or staged often feeling like stock photography.
DO NOT use low quality images
DO NOT use overcrowded photos
DO NOT use images that lack story or purpose
DO NOT use images that are overly dramatic or may have deeper undertones.
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A
B
D
E
F
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M A R K E T I N G M AT E R I A L S P O S TC A R D A. Front B. Back
E-BOOK G
C. Zombie Nation
BUSINESS CARDS D. Front E & F. Back Options
STYLE GUIDE G. XEALOTS Style Guide
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W E E K DAY T O P I C S M I S F I T M O N D AY A. Posts that speak to the pain people suffer.
T O P I C A L T U E S D AY B. Posts that relate to XEALOTS blog topics.
W I S D O M W E D N E S D AY C. Quotes or thoughts directly from Dave.
T H I N K A B O U T I T T H U R S D AY D. Posts that aspire people to become AWAKEN and enjoy life.
F R E E D O M F R I D AY E. Testimonials that focus on a specific XEALOTS member.
S H O U T O U T S AT U R D AY F. Posts to spotlight Dave’s thought about XEALOTS members.
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A. MISFIT MONDAY
B. TOPICAL TUESDAY
C. WISDOM WEDNESDAY
D. THINK ABOUT IT THURSDAY
E. FREEDOM FRIDAY
F. SHOUT OUT SATURDAY
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M I S F I T M O N DAY Posts that speak to the pain people suffer when they feel on the fringe. Promote engagement to Zombie Nation and Awaken.
Photos for this topic should be dark, moody and preferably, in black and white.
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T O P I C A L T U E S DAY These posts should focus on blog topics and display a dynamic and interesting photo to grab the viewers attention. These are posts that relate to XEALOTS topics and link to that week’s blog.
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W I S D O M W E D N E S DAY Wisdom Wednesday comes directly from Dave himself, these should be in gray scale, large blue type and have an interesting photo cropped in. These posts are Dave simply sharing his wisdom through quotes, images, thoughts.
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T H I N K A B O U T I T T H U R S DAY These posts aim to prompt people to THINK ABOUT how great life would be if they were truly CONFIDENT / AWAKE / LIVING with (thoughtful promotion and calls to action). Images for these should be people gathering or in deep thought.
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F R E E D O M F R I DAY Freedom Fridays focus on one specific individual. These posts should display the members image and share their XEALOTS member success story or a testimonial.
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S H O U T O U T S AT U R DAY The graphics for Shout Out Saturday should focus on a specific person or peoples. These posts are meant to spotlight Dave sharing about the awesome work XEALOTS members and partners are doing in the world.
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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 image-setters. Vector graphics are a scalable, resolution-independent 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 edited 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 bit-mapped 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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NOTES
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FINAL COMME NTS If ever in doubt, just refer back to this guide or feel free to contact us at monica@margauxagency.com. These guidelines are fairly 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.
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MARKETING FUNNEL
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Crafted by
margauxagency.com | hello@margauxagency.com
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