Hey We Should Talk Brand Guide by pipandcricket

BRAND GUIDE

THE VALUE OF CONSISTENCY Keeping your brand cohesive is essential to the professionalism and stability of the identity. In this guide you’ll find helpful tips to keep your logo usage and brand identity consistent without questioning how and when to use your new assets. 2

LIGHTHEARTED FUN SHARING STORIES

CONCEPT & VISUALS

STYLE

The inspiration behind this concept is based

The primary typography in this design is an

on a physical form of sharing stories.

all lowercase sans serif. It’s very clean and

This is represented best when writing a note

fun. Using all lowercase letters feels a bit

or letter and passing it to a friend. A fun take

informal - similar to writing a note or letter.

on this, is sending a paper airplane note. This design includes very clean and bold desgin,

The colors chosen for the concept are fun,

with a paper airplane to represent a physical

yet sophisticated. The can be considered

note or story and the aspect of sharing it

bold and refined.

with someone else.

PRIMARY LOGO This is the main logo that will be placed across various platforms (including website, social media presence, ads, and other materials) to represent your brand. Using this design consistently will help audiences easily identify your work and services. Applying the logo with care and respect to these guidelines is essential to the professionalism of the brand. This primary version of the logo is the horizontal wordmark, so it’s perfect to use when space is limited, and your brand name must be clearly displayed. For example, display this version of the logo on primary touchpoints - business cards, presentations, and printed materials.

SECONDARY LOGOS These logo variations, or secondary marks, are used to supplement the brand in various instances. Use these variations in place of the primary logo, and never directly next to the primary logo, as it is repetitive to the audience. Proper use of these elements is important for displaying your brand properly and included is a breakdown of when to use these logos in place of your primary logo.

A . H O R I Z O N TA L

C. MARK:

(O R “ W O R D M A R K ”) L O G O :

Use this design when the primary logo is not

This is a wide form of the primary logo. Use this

necessary, or if the brand name is already displayed

logo when vertical space is limited, and a more

in plain text. For example, in social media profiles,

horizontal application is appropriate.

favicons, or icons on website.

B . E M B L E M (O R “ B A D G E ”) :

D. M O N O G R A M (O R M A R K VA R I AT I O N ):

Use this when the primary logo is not necessary, but brand name should be displayed. Use this mark when viewers are familiar with the brand. For example, use this logo on the second page of printed materials, letterheads, presentations, or as

Similar to the plain mark, use this design when the primary logo is not necessary, or if the brand name is already displayed in plain text. For example, in social media profiles, favicon, or icons on website.

a watermark on photos.

A. PRIMARY FULL COLOR This logo is the full color version. It is only appropriate to use this full color logo on a

COLOR USE

white background. B. FULL COLOR REVERSED OUT

When using the primary logo or secondary

When a white background is not available, it

variations, choosing a color to use is often

is appropriate to use a full color reverse logo

dependent on the background color.

variation on a black background, where the color in the logo that disappears is reversed out to white. Never put the full color reversed out logo on a full brand color background.

The logos will mostly be used in full color (A).

C – E . O N E C O L O R VA R I AT I O N S

When that isn’t an option, please use a variation

When the full color logo is not available, it is

(B-E).

a dark background (C). It is also appropriate

appropriate to use a light one-color logo on to use a black, or dark brand color logo on a white background (D). When placing the logo

Included is a breakdown of how to use the logo

on brand color background, use the white logo

with the brand colors on solid background.

brand color that adds contrast. (E).

(also known as reversed out), or a corresponding

PHOTO BACKGROUND When placing the primary logo or

The contrast between the logo and the

secondary variations, on a photo

photo background must make the logo

background, it is important that the

easy to read. In most cases, it is acceptable

photo content is not obstructed by the

to use a white or navy version of the logo,

logo, and vise versa.

other brand colors may be difficult to read depending on the photo.

A. BE MINDFUL OF CONTENT

B . A D D A D A R K O V E R L AY

Don’t place the logo over a complicated or low contrast part of the

Do add a black transparent overlay when necessary over the photo,

image, where details are disrupted. - both in the logo and the image.

and under the logo. This is useful on website pages, presentation decks, marketing materials, etc.

MINIMUM SIZE

MINIMUM HEIGHT 0.50"

POSITIONING When resizing, or scaling, the logo, it is important to be mindful of clear space around the design, as well as the readability

MINIMUM HEIGHT 0.35"

when the logo is small. The primary logo should never be smaller than 0.50" tall when scaled down. When placing logos with other content, always leave clear space around the logo for cleanliness. This space isolates the design without allowing other content to overcrowd, clash with, or diminish the integrity of the design. 14

MINIMUM HEIGHT .75"

CLEAR SPACE

A. PROPORTION

B . R O TAT I O N

C . R E- C O L O R I N G

Don’t squish or stretch the logo to fit it

Don’t rotate the logo.

Don’t change the color of the logo. Use the color options provided in the final logo files.

into a space. Always scale proportionally or use the included variations.

MEANINGFUL STORIES

D. C L E A R S PA C E

E . R E-S I Z I N G O R A D D I N G E L E M E N T S

F. U S I N G C O L O R VA R I AT I O N S

Don’t add any elements to the clear space

Don’t scale, or re-size, any elements of the logo.

Don’t put a mid-tone logo on a mid-tone

surrounding the logo.

Additionally, do not add any unofficial elements

background. Be sure to always make sure

to the logo.

there is high contrast between the logo and it’s background.

G. ST YLING EFFECTS

H . R E-A R R A N G I N G

I . A D D I N G A C O N TA I N E R

Don’t add a drop shadow or other

Don’t re-arrange parts or create new

Don’t contain the logo in a box on a background.

styling effects to the logo. See page 12.

compositions of the logo. When applicable, use

Use the proper logo file to place a transparent

the secondary logos instead.

logo background on a photo or solid color.

UNACCEPTABLE USAGE Consistency with placement and use of the logo is essential to maintain the integrity of the brand. The logo should never be re-colored, altered, distorted, skewed, squished, or compromised in any way other than the recommended use outlined in this guide. Included are examples of wrong ways of using the logo, that should NEVER be done.

TYPOGRAPHY Using these fonts consistently with proper styling and usage across all print and web applications is important for a strong brand identity. The primary typeface within the logo is Gilroy, although it has been modified to create the custom look. Please use Gilroy as the secondary typeface for headlines, sub-headlines, and body copy. These fonts are available on MyFonts.com. If Gilroy is not available, please use Poppins as the alternative from Google Fonts.

GILROY (BOLD)

Use for headlines lowercase GILROY (REGUL AR)

Use for sub-headlines lowercase GILROY (REGUL AR)

Use for body copy Sentence case POPPINS (SEMIBOLD)

Alternative Font*

*use when Gilroy is not available.

GILROY ABCDEFGH I JKLMNOPQRSTUVWXYZ abcdefghi jklmnopqrstuvwxyz GILROY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz GILROY ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz POPPINS ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

hey we should talk everyone has a story to to tell, and we’re here to listen. Nitis vendae volor assitae pos rectes que quam erunte apic te natium, simus dolorer ectotat quassi con nis es remodipis dolori tem estionse sita estia sequi ratquia. Dae quis ulles et, volupitas susdame sitisit, sunt quam et expella consequae di blaboremod eostis quunt odis est quos ex eius, teni quibus de volupti orporrore nitin.

N AV Y PA N T O N E : P M S 3 02 C C M Y K : 10 0 / 32 / 0 / 68 R G B : 0 / 59 / 94 H E X : #0 03 B 5 E

COLOR PALETTE Navy: Communicates honesty and loyalty. It also grounds the design.

LIGHT BLUE PA N T O N E : P M S 2 90 5 C CMYK: 43 / 3 / 0 / 0 R G B : 1 41 / 2 0 1 / 247 H E X : #8 D C 9 F 7

Light blue: Communicates youth and peace. Using a light blue also balances the design. Coral: Commuciates energy and a warm

CORAL PA N T O N E : P M S 1 62 5 C C M Y K : 0 / 41 / 39 / 0 R G B : 2 55 / 1 64 / 1 51 H E X : # F FA 497

approach -- adding another level of connectivity to the audience.

FINAL FILES

You’ve received several final files of your new logo assets. This allows for your logo to always look it’s best in a variety of uses. The logos you receive are broken down into two categories, print vs. web, because the color profiles are slightly different for each

When designing, I select solid coated Pantone

application. When printing designs, a digital

colors from the Pantone Color Matching System

printer typically uses four process colors Cyan,

(PMS). Pantone is a largely a standardized

Magenta, Yellow, Black (CMYK) to create the

brand and color reproduction system that

colors in the design.

makes your color with one special ink formula. Printing Pantone colors is only available through

When viewing your designs online or on a

specific professional printing methods, therefore,

screen (video, website, TV, phone, tables, etc.),

we translate the Pantone colors into process

these devices use three colors, Red, Green, and

print (CMYK) and web (RGB) color values to

Blue (RGB) to create the colors in the design.

recreate that color on a variety of applications.

PRINT (CMYK) FILES

WEB (RGB) FILES

As you can assume, these files work best for

These files work best for web or on-screen

print applications (letterheads, business cards,

applications (mobile devices, tablets, television,

brochures, postcards, magazines, etc.)

computers, videos, websites, etc.)

EPS FILE

An .eps file is a vector file that is infinitely scalable and high-resolution with

a transparent background. It can only be used in specific software including

Adobe programs.

JPG FILE

A .jpg file is a very common compressed image file. This file format is

A .jpg file is a very common compressed image file. This file format is not

not meant to be scaled up, as it loses quality. It automatically has a white

meant to be scaled up, as it loses quality. It automatically has a white

background flattened with the design.

PDF FILE

PNG FILE

A .pdf file is a very common file that can contain infinitely scalable and

A .png file is common across web applications. It is very similar to a jpeg file

high-resolution vector designs when opened with editing software (Adobe

in resolution and quality, but it can contain a transparent background. It’s

programs). It can be saved with a transparent background.

not recommended to scale up png files as they lose quality.

MOVING FORWARD

Refer back to this guide when questioning how to use your new brand elements and even reach out for help (meow@pipandcricket.com). This guide allows for enough flexibility for you to use your new elements how you see fit, with staying consistent across all platforms. 24

MEOW@PIPANDCRICKET.COM

PIPANDCRICKET.COM