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METROLUXE ™ brand book
METROLUXE™ is the world’s top retailer in specialized home furnishings and decor. Our array of products is as varied as the customers we cater to. Guided by the principles of mid-century modernists, we strive to provide objects that excel in performance, followed by design qualities that display a living and breathing ideal. As a socially responsible company we are pleased to collect all of our products through sustainable and ethical sources from around the planet. We consider these values just as timeless as the pieces we proudly supply. Our mission is to inspire structures to become houses and houses to become homes.
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Our trademark was created as a reflection of the products and principles that our company stands for. It is also essential to the customer experience. The focus of the identity is to evoke the minimal and clean yet organic lines characteristic of modernist design. This document stands as a set of guidelines meant to maintain consistency in our look and feel wherever our trademark is reproduced. Careful adherence to these rules is crucial to the success of the brand.
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tr ademark
Our trademark is the most important part of the brand since it’s the most recognizable link to our products. It is inspired by mid-century modernism which is also recognized as a crucial period for modern graphic design. The
icon resembles a letter M but also a tridimensional structure that is intricate, interesting and evokes a furniture piece. The primary trademark places the METROLUXE™ to the right of the icon, while the secondary places it below.
TM
ICON 6
METROLUXE ™ brand book
TM
PRIMARY LOGO (horizontal)
TM TM
SECONDARY LOGO (vertical)
TM TM
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Staging are a
The trademark will always be most successful among other elements in the page when its provided with the appropriate space in its staging area. The optimum area for the icon to be displayed individually is to have a fourth of the width of the icon
around the sides and a fourth of the height of the logo at the top and bottom. This rule applies to both of the logo variations in which the type is taken as one of the points of reference from which the free space is calculated.
h
TM 1/4 h
w
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METROLUXE ™ brand book
1/4 w
TM TM
h
TM TM
w
1/4 h
1/4 w
1/4 w
h TM TM
1/4 h
1/4 h
1/4 w
w
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In situations that require the use of the trademark or any of its versions in a very small scale, there are certain limitations of size that ensure that the it will be easily identified, and the text comfortably legible.
Mark sizing
TM
The icon should never be sized smaller than 1/4 inch in width, the primary version should measure no less than an inch and the secondary version no less than 3/4 of an inch.
TM
TM TM
TM
TM
TM
TM
1/4 inch
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METROLUXE ™ brand book
1 inch
TM
3/4 inch
br and t ypeface
Typography is an essential element that reinforces the qualities of the brand. Maven Pro Light must be used in all the branding material. It is clean, contemporary and easy to read. It can be used in black and white, color or over a
dark background, paying enough attention to its legibility if the later is done. For access to this font family refer to the source files CD at the end of this manual.
Maven Pro Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?@#$%^&*()_+:;<> ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?@#$%^&*()_+:;<> ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?@#$%^&*()_+:;<>
MAVEN PRO LIGHT 300 (headlines)
MAVEN PRO LIGHT 200 (copy)
MAVEN PRO LIGHT 100 (headlines)
Color makes a statement about the personality of our business. For that reason three color swatches were carefully chosen to serve as our color palette. These colors may be used with text as headers, sub headers, captions, callouts and body
Color pale t te
TM
METROLUXE™ orange Pantone: Orange 021 U CMYK: 0, 71, 86, 0 RGB: 255, 108, 44 HEX: #FF6C2C
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METROLUXE ™ brand book
text, only in a way that is perfectly legible. The logo can be translated into color but icon and text must always appear in the same swatch and should remain legible. For access to the swatches files refer to source files CD.
TM
METROLUXE™ gray Pantone: 546 U CMYK: 71, 59, 51, 32 RGB: 72, 79, 87 HEX: #484F57
TM
METROLUXE™ blue Pantone: 552 U CMYK: 30, 9, 10, 0 RGB: 176, 207, 219 HEX: #B0CFDB
TM TM
INVERSE
TM TM
black & white
TM TM
50% opacity
TM TM
color
Pat terns
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METROLUXE â&#x201E;˘ brand book
Our patterns are taken from elements in our trademark and serve as accents to our branding material. They may be scaled in size to accomodate to the design as long as their proportions remain unchanged. They may also be
combined with any of the colors in our palette but always in a manner that it complements the simplicity of our look. Refer to the source files CD for access to the Illustrator patterns and swatches files.
TM
Br and Misuse
In order to preserve the qualities of our brand throughout time. We present examples of incorrect use of our logo, colors and typeface. This facilitates for the designer to avoid mistakes in the development of branding material.
The designer must remember that these are only examples and that to avoid any misuse not depicted in this section, all the guidelines presented in this manual must be enforced.
METROLUXE
Im iusdantia explace rferat exeribusant ad quis nulpa non rerchitius, te dolorro tempora vellaut es ex etur,
TM
TM
TM
TM
TM
METROLUXE
METROLUXE
Never use our typeface and colors in an illegible or awkward manner. TM
Never tilt, stretch or skew the logo.
METROLUXE
TM
Never stroke the logo.
TM
TM
TM
METROLUXE TM
METROLUXE
TM
TM
TM
TM TM
TM
Never use our typeface as a replacement for the text in the logo.
Never use odd colors or more than one of our colors in the logo.
Never change the placement of the icon with respect to the text.
TM
TM TM
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source files cd
This CD contains access to the following files: METROLUXE™ trademark (.ai, .eps, .jpg files) Official colors and pattern swatches (.ase files) Maven Pro Light font family (.otf files) METROLUXE™ Brand Book (.pdf file)
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SOURCE FILES CD
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