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.
N AV I G AT I O N CONFIDENT TRANQUIL
CONCEPT
COLORS & STYLE
This concept is based on the idea that
The color palette is calming and peaceful. Indigo
Synergy Engagement helps navigate crisis and
grounds the design with strength and stability.
communications strategies for clients. The
The contrast of the light blue communicates
visuals include a compass and compass needle
a calming effect. Coral communicates the
to symbolize navigating challenging times for
alarming aspect of crisis management , matched
clients. The way the words come together nods
with the gentle approach of working with clients
back to the definition of synergy.
on a solution. The coral also represents the woman-owned company aspect. The lettering style is bold, soft, and clean to ground the design and portray confidence.
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.
A.
C.
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, favicon 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.
A.
A. PRIMARY FULL COLOR This logo is the full color (two-tone) version. It is only appropriate to use the full color logo on a
COLOR USE When using the primary logo or secondary variations, choosing a color to use is often dependent on the background color.
white background. B & C . F U L L C O L O R VA R I AT I O N S When full color is not available, it is appropriate to use a two or three color logo variation on a brand color background, where the color in the logo that disappears is reversed out to white. Never put coral on the light blue.
The logos will mostly be used in full color (A). When that isn’t an option, a one color variation is available (B-F).
D & E . O N E C O L O R VA R I AT I O N S When full color is not available, it is appropriate to use a contrasting one color logo on a light, or white, brand color background. It is also appropriate to use a light one color logo on a dark, or black, brand color background.
Included is a breakdown of how to use the logo with the brand colors on solid background.
F & G. REVERSED OUT When brand colors are not an option, a white or black version of the logo is also acceptable on a contrasting background.
B.
C.
D.
E.
F.
G.
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.
B.
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 part of the image, where
Do add a black transparent overlay when necessary over the photo,
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 0.35"
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 0.75"
when the logo is small. The logo should never be smaller than 0.4" 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.
MINIMUM HEIGHT 1.0"
CLEAR SPACE
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.
E
PUBLIC RELATIONS & COMMUNICATIONS
G AG EM EN T
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 styling effects
Don’t re-arrange parts or create new
Don’t contain the logo in a box on a background.
to the logo.
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 recolored, 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 is important across all print and web applications. The primary typeface within the logo is Brandon Grotesque, however, if it is not ready available, please use Lato as the primary typeface across all platforms. Lato is available for free on Google Fonts. (https://fonts.google.com/specimen/Lato)
L AT O ( B L A C K )
L AT O
Use for headlines
ABCDEFGH I JKLMNOPQRSTUVWXYZ
UPPERCASE
L AT O ( B O L D )
L ATO
Use for sub-headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZ
UPPERCASE
L AT O ( R E G U L A R )
L ATO
Use for body copy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Sentence case
abcdefghijklmnopqrstuvwxyz
SYNERGY ENGAGEMENT H E L P I N G C L I E N T S N AV I G AT E C O M M U N I C AT I O N S T R AT E G I E S 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.
COLOR PALETTE The color palette was inspired by navigating clients through a crisis to provide a calming process. Color psychology also played a role in selecting the individual colors.
INDIGO PA N T O N E : P M S 2 735 C C M Y K : 98 / 10 0 / 9 / 10 R G B : 51 / 0 / 1 53 H E X : #330 0 99
Indigo communicates strength and stability but also grounds the design. It is intended to be used a primary brand color. Light Blue communicates a soothing, peaceful effect.
LIGHT BLUE PA N T O N E : P M S 6 5 9 C C M Y K : 52 / 2 8 / 0 / 0 R G B : 102 / 1 53 / 2 0 4 H E X : #6699 C C
It is intended to be used a primary brand color. Coral communicates a bright alerting contrast from the blues. It also adds a femininity to the brand. This is intended to be used a secondary, or accent, brand color.
CORAL PA N T O N E : P M S 80 5 C C M Y K : 0 / 72 / 4 0 / 0 R G B : 2 55 / 102 / 102 H E X : # F 2 71 7 7
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.
© PIP & CRICKET LLC 2020
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MEOW@PIPANDCRICKET.COM
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PIPANDCRICKET.COM