Branding Guidelines
Contents
Basics The Photomadic brand is a visual system that communicates the heart of our work and our identity. This guidebook outlines all written, visual, and graphic elements that comprise our brand.
About Photomadic
The Photomadic Brand
Graphic Elements
Application
04 Introduction
08 Inspiration
24 Iconography
31 Collateral
05 Vision & Mission
10 The Logo
25 Color Bar
32 Stationary
06 Voice
12 Clearspace & Sizing
26 Gradients
34 Mobile App
13 The Mark
28 Photography
14 Logo Variations 14 Improper Usage 18 Color 20 Typography
When we offer our experiences as truth, human truth, all the maps change. There are new mountains. Ursula K. Le Guin
The Photomadic brand is a visual system that communicates the heart of our work and our identity. This guidebook outlines all written, visual and graphic elements that comprise our brand. The information discussed in this manual provides a solid foundation for the Photomadic brand, while allowing for the artistic and creative flexibility needed to create high quality and visually stunning communication materials.
For more information about brand permissions and guidelines, please email us at contat@photomadic.com
Vision & Mission We believe that experiences are what make life rich and meaningful, allowing the flexibility for new possibilities and ideas to snap into focus. As fearless innovators driven to explore, we aim to inspire the impact of “story-doing�. Our mission is to provide visual experiential solutions initiating new ideas, to personalize and elevate social experiences.
Just as Photomadic reflects the highest standards of integrity in our relationships with clients we serve, our brand image reflects that same degree of quality in every area of usage. Names, logos and graphics help to communicate our character and culture, reinforcing the consistency of service that we provide. Research has shown that companies offering services equal to that of their competitors will typically out-perform others by a 50:1 ratio when maintaining a strong and consistent brand image. It is for this reason that careful consideration has gone into formalizing these guidelines. This Branding Guidebook is designed to assist various vendors and
Voice We consider ourselves trustworthy guides to the world of experiential marketing solutions. Photomadic believes in order to map unique solutions, we must come alongside our clients, creating authentic and lasting relationships with them to create real social impact. This is why we like to keep communication prompt, casual and approachable in conversation and writing.
Brand Idenity Elements
Brand Mark
inspire impact. ColorBar Tagline
Photomadic Logo with Tagline
Photomadic logo: full color The Photomadic corporate logo is the most immediate representation of our company, our people, and our brand. It is a valuable corporate asset that must be used consistently in the proper, approved forms.
The Photomadic logo consits of the Logotype, the mark, and tagline. The relationship (size, positioning, and colors) of these elements should never be altered in any way. When possible, the logo should appear in its full-color vertical version. The logo is available for use with and without tagline.
inspire impact.
Optional Horizontal Version In case vertical space is limited, a horizontal version is available.
inspire impact.
Clearspace & Minimal Size Our logo needs some breathing room. Make sure you give it space to stand out. For the primary logo the margin of clearspace is measured by the “T”. For the horizontal logo the minimimal clear space is equivalent to 1/3 it’s width.
inspire impact. inspire impact.
To make sure our logo is always visible, the minimal display size for both digital and print applications are listed below.
0.75in
1.00in
0.33 in
1.50in
inspire impact.
The Mark The brandmark represents what Photomatic is about: forward thinking. The symbol is make up of abstract element to reprsent the culture of our brand. The mark can be used alone to reinforce the Photomadic brand for digital application purposes. When used as part of the logo, the color of the brandmark should never be altered in any way. Photomadic has two color palette that can be used for the mark: electric green version (official) and navy (optional). We ask that you avoid using both of the brandmark styles in a given project. Instead, we recomend choosing one of the two brandmarks for each specific design project in order to give a consistent and coherent representation of our brand.
Logo variations
Primary- Full color
Primary- Negative
Navy Mark- Full color
Navy Mark- On Electric Green
Grey Scale
One Color
There are a couple variations of our logo and there are different ways to showcase them. The full color logos should always be used on a light or white background. The negative version are to be used on the dark navy or other dark backgrounds. The grayscale logo should only be used in the event that we cannot properly reproduct the primary logotype due to printing or design restrictions. Use the white logo on a gradient or colored background. The one color version can be used on a light of white background. It can also be used on any color from our palette.
Incorrect logo usage
X
X
X
X
X
X
X Do not rotate, stretch or skew the logo in anywyay.
X Do not alter the color or add any outlines, strokes, glows or dropshadows to the logo.
X Do not move or change the size of or position of the mark. The logo mark should be treated as one entity.
Incorrect usage of background
X
X
X
X
X
X
This page show examples of incorrect backgrounds for the Photomadic logo..
X Do not use the logo on a background color that makes the logo, or any part of it, hard to see or read.
X Do not add any outlines, strokes, glows or dropshadows to the logo in order to approve visability on non-approved backgrounds.
X Do not use the logo on a busy photo or patterned background that is not within the brand photography style parimaters.
Color
Color is a strong, communicative element of any brand identity. It unifies an idenity, enhances brand association and accelerates differentation. The Photomadic logo is made up of a dynamic palette that brings color and vibrance to all communication materials.
Brand color system The harmonious blend of colors allow for great
Primary Color Palette
flexibility in design while providing a constant brand
The color below should be dominate in ever piece you create when and
color scheme for all communications.
when using the Photomadic logo.
When used correctly, the logo color palette generates a strong
Photomadic Navy
Photomadic Electric Green
brand unity and creates visually stunning materials that reflect the
CMYK: 99,76,47,48 RGB: 3,46,69 #032e45
CMYK: 59,0,33,0 RGB: 0,234,204 #00eacc
Photomadic Navy Gradient
Photomadic Electric Green Gradient
brand name.
CMYK: 99,76,47,48-98,69,31,13 RGB: 3,46,69-3,81,121 # 032e45- #035179
CMYK: 59,0,33,0-71,0,40,0 RGB: 0,234,204- 0,196,178 #00eacc- #00c4b2
Secondary Color Palette These are to be used as accent colors.
Photomadic Flame Red
Photomadic Orange
CMYK: 0,85,100,0 RGB: 255,74,0 #: ff4900
CMYK: 0,63,100,0 RGB: 255,125,0 #:ff7c00
Photomadic Warm Yellow
Photomadic Light Blue
CMYK: 0,38,100,0 RGB: 255,171,3 #ffaa02
CMYK: 67,0,10,0 RGB: 0,196,227 #00c4e2
Typography
Brand typography
Pangram-ExtraLight
ABC DE FGH IJ KLM NOPQRSTUVWXYZ a bcd efg h ij kl m nopq rstuvwxyz 0123456789 $@ # & * _ - ( ) [ ]
Advertising related materials such as print collateral, digital materials or any other marketing-related items should use Pangram. For questions regarding proper usage of typography, please contact the Photomadic Marketing department.
Pangram-Light
ABC DE FGH IJ KLM NOPQRSTUVWXYZ a bcdefgh ij kl m nopq rstuvwxyz 0123456789 $@ # & * _ - ( ) [ ] Pangram-Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefgh ij klmnopqrstuvwxyz 0123456789 $@ # & * _ - ( ) [ ] Pangram-Medium
pan
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghij klmnopqrstuvwxyz 0 123456789 $@ # & * _ - ( ) [ ] Pangram-Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 123456789 $@ # & * _ - ( ) [ ] Pangram-Extra Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 123456789 $@ # & * _ - ( ) [ ] Pangram-Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0 123456789 $@ # & * _ - ( ) [ ]
Web typography
Filson- Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fg h i j k l m n o p q r s t u v w x y z 0123456789 $@#&*_-()[]
For general correspondence and everyday use in letters, email and other digital communication, the preferred font is Pangram.. For questions regarding proper usage of typography, please contact the Photomadic Marketing department.
Filson- Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b c d e fg h i j k l m n o p q r s t u v w x y z 0123456789 $@#&*_-()[] Filson- Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 $@#&*_-()[] Filson- Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 $@#&*_-()[]
Graphic Elements
Iconography Igonography shoud compliment the pangram type face as well as the Photomadic logo type. This includes attributes of round circular figures as well as sharp points.
Color Bar The color bar can be used apart from the logo as a digital loading bar feature or a design detail in advertising collateral. See branding applications for details.
Gradients Gradients can be used arcoss different elements of
Photomadic Navy Gradient CMYK: 99,76,47,48-98,69,31,13 RGB: 3,46,69-3,81,121 # 032e45- #035179
Photomadic Electric Green Gradient CMYK: 59,0,33,0-71,0,40,0 RGB: 0,234,204- 0,196,178 #00eacc- #00c4b2
the brand. Our gradients are composed of our color palette with an emphasis on bright energetic colors. Gradients should always be composed at a 45 degree angle, from light to dark, left to right or top to bottom.
Photomadic Blue Gradient CMYK: 99,76,47,48-98,69,31,13 RGB: 3,46,69-3,81,121 # 032e45- #035179
Photomadic Red Orange Gradient CMYK: 99,76,47,48-98,69,31,13 RGB: 3,46,69-3,81,121 # 032e45- #035179
Photomadic Blue Green Gradient CMYK: 99,76,47,48-98,69,31,13 RGB: 3,46,69-3,81,121 # 032e45- #035179
Photomadic Red Gradient CMYK: 99,76,47,48-98,69,31,13 RGB: 3,46,69-3,81,121 # 032e45- #035179
Photography
Photography guidelines The brand imagery creation involves a system that allows for the combination of aspirational, conceptual imagery and dynamic lifestyle photography that is authentic, meaningful, and immersive just like the experiences we create for our clients.. Photomadic’s photography system contains a mix of atmospheres and details, depersonalized and highly personal photos to hep unfold stories. Gradient and color filters can be used with our brand colors to create cohesion across different photographys.
Application