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
80’S AESTHETIC CLEAN & MODERN BRIGHT COLORS
CONCEPT
COLORS & STYLE
This concept encapsulates the fresh modern
The mostly warm color scheme in this
approach Neon Mtn takes with each project.
concept were influenced b y bright neon 80’s
The visuals a circle mark that makes an
aesthetic along with colors found in Lisa Frank
“N” and an “M” with an abstract mountain
products. Lemon yellow and tangerine orange
landscape. The color blocks represent a skyline.
communicate creativity, happiness, energy and
This option is very clean and modern with a
positivity. Magenta color communicates energy,
nod back to a retro approach.
nonconformity and new ideas. Cyan is vibrant and communicates self-aweareness, initiative, and has a calming effect against the warm colors.
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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.
C.
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B.
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 . V E R T I C A L (O R “ S TA C K E D ”) L O G O :
C. MARK:
This is a more compact, square-ish form of the
Use this design when the primary logo is
primary logo. Use this logo when horizontal
not necessary, or if the brand name is already
space is limited, and a more vertical application
displayed in plain text. For example, in social
is appropriate.
media profiles, favicons, or icons on website.
B . E M B L E M (O R “ B A D G E ”) :
D. M A R K VA R I AT I O N :
Use this when the primary logo is not necessary,
Similar to the plain mark, use this design when
but brand name should be displayed. Use this
the primary logo is not necessary, or if the brand
mark when viewers are familiar with the brand.
name is already displayed in plain text. For
For example, use this logo on the second page
example, in social media profiles, favicon or icons
of printed materials or presentations, or as a
on website.
watermark on photos.
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A.
A. PRIMARY FULL COLOR This logo is the full color version. It is only appropriate to use this full color logo on a white
COLOR USE When using the primary logo or secondary variations, choosing a color to use is often dependent on the background color. The logos will mostly be used in full color (A).
background. B. FULL COLOR REVERSED OUT When a white background is not available, it is appropriate to use a full color reverse logo 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. C – E . O N E C O L O R VA R I AT I O N S
When that isn’t an option, a one color variation
When the full color logo is not available, it
is available (B-F).
reversed out) or contrasting one color logo on a
Included is a breakdown of how to use the logo with the brand colors on solid background.
is appropriate to use a white (also known as black background (C). It is also appropriate to use a black or contrasting brand color logo on a white background (D). When placing the logo on brand color background, use the white logo, it is appropriate to use the black logo when placing on yellow (E). Never put a brand color logo on a different brand color background.
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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 0.35"
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 0.50"
when the logo is small. The primary logo should never be smaller than 0.35" 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
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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.
IMPACTFUL STORIES
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 Fugaz One, however, this may never be used lowercase in Neon Mtn’s branding. Please use Barlow as the secondary typeface when using lowercase letters. These fonts are available on Google Fonts. FUGAZ ONE (REGUL AR)
Use for headlines UPPERCASE
BARLOW SEMI-CONDENSED ( S E M I -B O L D )
Use for sub-headlines
FUGAZ ONE ABCDEFGHI JKLMNOPQRSTUVWXYZ
BARLOW SEMI-CONDENSED SEMI BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ
UPPERCASE
BARLOW (REGUL AR)
BARLOW
Use for body copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Sentence case
abcdefghijklmnopqrstuvwxyz
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LOREM IPSUM DOLOR SIT AMET ID MINCIAESED QUI REPRE, OFFICATUR MI 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.
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C YA N PA N T O N E : P M S 31 1 5 C CMYK: 75 / 0 / 17 / 0 R G B : 0 / 1 90 / 2 1 4 HEX: #00BED6
COLOR PALETTE The color palette was inspired by the vibrant colors in neon lights along with 80’s tech aesthetic. The contrast of the bright colors on a rich black background really enhance the glowing effect. Color psychology also played a role in selecting the individual colors.
M A G E N TA PA N T O N E : P M S R U B I N E R E D C C M Y K : 1 2 / 10 0 / 47 / 1 R G B : 2 1 3 / 0 / 87 H E X : # D 50 0 57
Cyan communicates self-awareness, initiative, and has a calming effect against the warm colors Magenta communicates nonconformity and new ideas.
TA N G E R I N E PA N T O N E : P M S 1 51 C C M Y K : 0 / 60 / 10 0 / 0 R G B : 2 55 / 1 31 / 0 H E X : # F F 830 0
Lemon yellow communicates cheerfulness and energy. Tangerine orange communicates creativity and happiness. Rich black is very deep, darker than 100% black on the
LEMON PA N T O N E : P M S Y E L L O W C C M Y K : 3 / 9 / 10 0 / 0 R G B : 2 55 / 2 2 1 / 0 HEX: #FFDD00
color scale. This color (or lack of all colors) communicates strength and power and helps ground the design. The combination of all of these colors is vibrant, energetic, and really conveys the neon effect.
RICH BL ACK C M Y K : 60 / 4 0 / 4 0 / 10 0 RGB: 0 / 0 / 0 H E X : #0 0 0 0 0 0
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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, 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.
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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
EPS FILE
An .eps file is a vector file that is infinitely scalable and high-resolution with
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
a transparent background. It can only be used in specific software including
Adobe programs.
Adobe programs.
JPG FILE
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.
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.
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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. 24
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© PIP & CRICKET LLC 2020
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MEOW@PIPANDCRICKET.COM
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PIPANDCRICKET.COM