BRAND GUIDE
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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. 3
SUSTAINABILIT Y CREATIVIT Y GROWTH & CARE
DESIGN CONCEPT
TYPOGRAPHY AESTHETIC
This design includes sprouting visuals to
The primary typography in this logo design is
match the name. The mark is a seedling that
a serif font with additional flourishes that add
is sprouting out of a seed casing to represent
whimsy to portray a storybook theme. This
the growth and development of each child that
subtle theme communicates the creativity and
attends Little Sprouts Academy. The addition of
imagination of a child and the rounded edges of
the heart shape coming out of the leafy sprout
the font makes is softer to show the caring nature
showcases the care that the academy takes with
of the preschool. The secondary typography is
each child, but can also be used to symbolize the
simple with no extra flourishes or elements nods
love and growth the child learns while attending
back to the childlike focus of the brand (this is
such a nurturing environment. The intentional
especially noticeable in the body copy use with
use of showcasing a sprout also ties back to
the one-story lowercase a’s – a vs a). With this,
the environmental and sustainability aspect of
the primary hierarchy of the type is all lowercase
learning at Little Sprouts Academy.
to communicate a juvenile nature.
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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 at the top of your website in the navigation bar.
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A.
B.
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C.
D.
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 L O G O (O R “ W O R D M A R K ”) : Use this design when space is limited, and your brand name must be clearly displayed. For example, display this version of the logo at the top of your website in the navigation bar.
C. 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, favicons, or icons on website. D. M O N O G R A M :
B . E M B L E M (O R “ B A D G E ”) : 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 or presentations, or as a
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.
watermark on photos.
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A.
COLOR USE When using the primary logo or secondary variations, choosing a color to use is often dependent on the background color.
A. PRIMARY FULL COLOR This logo is the full color version. It is only appropriate to use this full color logo on a white background. B & C . O N E C O L O R ( L I G H T ): When full color is not available, it is appropriate to use a light one color logo on a black or dark brand
The logos will mostly be used in full color (A). When that isn’t an option, a one color variation is available (B-F).
color background. When brand colors are not an option, a white version of the logo is also acceptable on a black background. D & E . O N E C O L O R ( D A R K ): When full color is not available, it is appropriate to use a dark one color logo on a white or light
Included is a breakdown of how to use the logo
brand color background. When brand colors are
with the brand colors on solid background.
advertisement), a black version of the logo is also
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not an option (for example, in a black and white acceptable on a white background.
B.
C.
D.
E.
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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 easy
background, it is important that the
to read. In most cases, it is acceptable to use
photo content is not obstructed by the
a white or black version of the logo, brand
logo, and vise versa.
colors may be difficult to read depending on the photo.
A.
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.
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B.
and under the logo. This is useful on website pages, presentation decks, marketing materials, etc.
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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 0.4"
when the logo is small. The primary logo should never be smaller than 0.5" 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 .875"
CLEAR SPACE
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A.
B.
C.
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
into a space. Always scale proportionally or
options provided in the final logo files.
use the included variations.
D.
E.
F.
PRESCHOOL & CHILDCARE
D. C L E A R S PA C E
E . R E-S I Z I N G
F. A D D I N G E L E M E N T S
Don’t add any elements to the clear space
Don’t scale, or re-size, any elements of the logo.
Don’t add unofficial elements to the logo.
surrounding the logo.
G.
H.
I.
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.
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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.
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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 Filson Soft - black, bold, and medium. These fonts are available on Adobe Fonts or My Fonts.* (https://fonts.adobe.com/fonts/filson) or (https://www.myfonts.com/fonts/mostardesign/filson-soft/).
FILSON SOFT (BL ACK)
Filson Soft Black
Use for headlines
ABCDEFGH I JKLMNOPQRSTUVWXYZ
Sentence case
abcdefghi jklmnopqrstuvwxyz
FILSON SOFT (BOLD)
Filson Soft Bold
Use for sub-headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Sentence case
abcdefghijklmnopqrstuvwxyz
FILSON SOFT (MEDIUM)
Filson Soft Medium
Use for body copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Sentence case
abcdefghijklmnopqrstuvwxyz
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*If a situation arises where Filson Soft is not available, Manjari on Google Fonts is an appropriate substitute.
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DENIM PA N T O N E : P M S 7470 C C M Y K : 97 / 1 9 / 1 7 / 4 8 R G B : 0 / 91 / 1 1 8 H E X : #0 0 5 B 76
COLOR PALETTE The cool color scheme in this concept nods back to the environment, health, and growth. Dark blue (denim) grounds the design and
SKY PA N T O N E : P M S 6 3 0 C C M Y K : 50 / 0 / 8 / 0 R G B : 1 2 0 / 1 98 / 2 24 H E X : #7 8 C 6 E 0
communicates strength and stability. Light blue (sky) communicates peace, juvenile innocence, and natural elements (sky, water, Earth.)
LIME PA N T O N E : P M S 3 5 9 C C M Y K : 38 / 0 / 58 / 0 R G B : 1 61 / 2 1 8 / 1 4 2 HEX: #A1DA8E
Light green (lime) is an accent color to be used sparingly and communicates life, youth, and beginnings. Yellow (lemon) is an accent color to be used
LEMON PA N T O N E : P M S 6 0 0 C CMYK: 1 / 0 / 44 / 0 R G B : 24 2 / 2 37 / 1 68 HEX: #F2EDA8
sparingly and communicates cheerfulness and energy. 21
ICONOGRAPHY Icons are supplemental brand assets to be used on the website, social media images, and as accent elements across all platforms. 22
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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. 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 standardized brand
Magenta, Yellow, Black (CMYK) to create the
and color reproduction system that makes your
colors in the design.
color with one special ink formula. Printing Pantone colors is only available through specific
When viewing your designs online or on a
professional printing methods, therefore, we
screen (video, website, TV, phone, tables, etc.),
translate the Pantone colors into process print
these devices use three colors, Red, Green, and
(CMYK) and web (RGB) color values to
Blue (RGB) to create the colors in the design.
recreate that color on a variety of applications.
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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
JPG FILE
An .eps file is a vector file that is infinitely scalable and high-resolution with
A .jpg file is a very common compressed image file. This file format is not
a transparent background. It can only be used in specific software including
meant to be scaled up, as it loses quality. It automatically has a white
Adobe programs.
background flattened with the design.
JPG FILE
PNG FILE
A .jpg file is a very common compressed image file. This file format is
A .png file is common across web applications. It is very similar to a jpeg file
not meant to be scaled up, as it loses quality. It automatically has a white
in resolution and quality, but it can contain a transparent background. It’s
background flattened with the design.
not recommended to scale up png files as they lose quality.
PDF FILE
PDF FILE
A .pdf file is a very common file that can contain infinitely scalable and
A .pdf file is a very common file that can contain infinitely scalable and
high-resolution vector designs when opened with editing software (Adobe
high-resolution vector designs when opened with editing software (Adobe
programs). It can be saved with a transparent background.
programs). It can be saved with a transparent background.
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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. 26
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© PIP & CRICKET LLC 2020
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MEOW@PIPANDCRICKET.COM
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PIPANDCRICKET.COM