DOSE Style Gu id e Dose Seattle, WA info@Dose.com
V I S UA L
GUIDELINES
Logo styles
OVERVIEW
The Lucid Oils brand has two logo variations and two icon variation, with a golden color pallette. Lucid Oils uses Brandon Grotesque as the dominant font with Clear Line as a decorative element. The imagery ties into the voice of Lucid being pure, natural and brings the feeling of being enlightened when using their products.
Color
Type
Zona Pro AaBbCcDdEeFfGgHhIiJj
1234567890!
Knockout
AaBbCcDdEeFfGgHhIiJj 1234567890! PATTERNING
THE
LOGO
PRIMARY LOGO
Primary Logo (Black) on Light
Primary Logo (White) on Dark
Primary Logo (Color)
The primary logo is the a custom typeface base in with a leaf completing the D.
Clearspace The Dose logo should always be surrounded by a generous field of clear space in every application. As shown, the minimum amount of clear space is equal to the Cap height, defined here as X.
Smallest Size The primary logo’s smallest size is a half an inch in width and a fifty pixel width for web design.
Clearspace
X
X X
X X
Minimum size minimum print size: 0.5 in minimum web size: 50 px 0.5 in 48 px
PRODUCT LINE LOGO COLOR VARIATIONS Dose’s product line colors were designed to help delineate each product line. Changing the logo color will help ensure a strong and identifiable identity system.
Hybrid Green // Light
HYBRID Hybrid Green // Dark
HYBRID
Indica Purple // Light
INDICA Indica Purple // Dark
INDICA
Sativa Red // Light
S AT I VA Sativa Red // Dark
S AT I VA
WHAT NOT TO DO
⊗ Don’t slant
⊗ Don’t apply gradients
⊗ Don’t distort
⊗ Don’t crop
⊗ Don’t stretch
⊗ Don’t impact legibility
⊗ Don’t use non-branded colors
⊗ Don’t create custom lock-ups
⊗ Don’t apply large drop shadows
Do not alter the primary logo by changing the color, removing, or modifying elements in the primary logo.
Icon vs Logo Never use an icon in place of a logo when proper space is available. The primary logo is the brand stamp and the most recognizable in shape and color, compared to an icon or text icon.
Spacing Follow the clearspace guidelines when spacing the logo in a design. For web designs, take special care that there is enough padding between the bottom of the logo and right-side of the logo, so it stands dout among the rest of the design.
SATIVA
CO LO R
PALETTE
COLORS BLACK
WHITE
TEAL
Breakdowns & Tints Here we have shown the breakdowns for each of the colors in your palette. RGB & hex colors are for screen use only. CMYK & Pantone numbers are for print.
20%
40%
60%
80%
20%
40%
60%
80%
20%
40%
60%
80%
Tints are useful as they provide additional colors at no extra print cost. Tints are shown at 20% increments.
INDICA PURPLE
HYBRID GREEN
S AT I VA RED
R179/G79/B197
R150/G201/B061
R240/G072/B062
Hex#9E57A2
Hex#96C93D
Hex#F0483E
C41/M78/Y100/K00
C46/M00/Y100/K00
C00/M87/Y80/K00
Pantone #2582 C
Pantone #375 C
Pantone #Warm Red C
BRAND
TYPEFACES
TYPEFACES
Typography Knockout is the font to be used as a title. The font is to be used sparingly and strategically to draw attention to information. It is used in conjunction with Zona Pro to create dynamic headlines or product labels. Knockout Line is located in the fonts folder in the style guide assets.
KNOCKOUT ABCDEFGHIJKLMNOPQ RSTUVWXYZ 01234567890!&?,.
TYPEFACE
Typography Zona Pro font is used for all content in a design. This includes paragraphs, contact information, captions, and product names. Zona Pro is located in the font folder of the style guide assets.
AaBbCc123@£$ Zona Pro Bold AaBbCc123@£$ Zona Pro Thin Zona Pro Bold ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
Zona Pro Thin ABCDEFGHIKLMNOPQRSTUVWXYZ abcdefghiklmnopqrstuvwxyz 01234567890!@£$%
HIERARCHY
T1 ZONA PRO BOLD— (Title) 37PT/37PT
AABBCCDDEEFFGG 01234567890!&?
Font Hierarchy Use this font hierarchy when designing the typography. Clear Line should only be used for titles and main attention getters. All other text should be in Brandon Grotesque.
H1 (Headline)
Zona Pro — 18pt/23pt AaBbCcDdEeFfGg 01234567890!@£$%
SB1 (Subtitle)
Zona Pro — 12pt/17pt AaBbCcDdEeFfGg 01234567890!@£$%
BC (BodyCopy)
Zona Pro— 9pth/13pt AaBbCcDdEeFfGg 01234567890!@£$%
Caption (Subtitle)
Brandon Grotesque Light — 8pt/13pt AaBbCcDdEeFfGg 01234567890!@£$%
BRAND
PATTERNS
BRAND PATTERNS
Pattern Variations Patterns can be used on black, gray or white. Do not overlay patterns on other colors to keep consistency within the brand.