CAMO - Brand Guide

CAMO BRAND GUIDE

PURSUE. CREATE. SCALE. BLOG

ISSUE 01 CORPORATE DESIGN MANUAL

DESIGN AND BRAND GUIDELINES V 1.1 CREATED FOR: PATRICE CAMEAU

PREPARED BY: SLOTH FOUNDRY (RONALD CORTEZ)

CREATION DATE: SEPTEMBER 2015

PURSUE. CREATE. SCALE. INTRO These brand guidelines describe CAMO’s visual identity.

This includes the logo, typography, and color palette.

This guide will help create a consistent and controlled message of our company. By maintaining our guidelines, we will reflect CAMO’s commitment to quality and excellence.

Each of us are responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the CAMO name and marks.

CAMO BRAND GUIDE

DESIGN AND BRAND GUIDELINES TABLE OF CONTENTS SECTION 01 / LOGOTYPE............................................................................................................................................................PG 04 SECTION 02 / COLOR PALETTE...........................................................................................................................................PG 08 SECTION 03 / TYPOGRAPHY...................................................................................................................................................PG 09

VERSION: 1.1 - SEP 2015

SECTION 01 LOGOTYPE PRIMARY LOGO MARK USAGE Our logo is the keystone behind the foundation of our brand. It is the primary visual element that identifies us. The primary logo consists of two elements: the logotype and symbol. The logotype is CAMO in the BAHN typeface with our tagline in the ARQUITECTA typeface.

Above the logotype are three stars on a circular path. The symbol not only alludes to CAMO’s military reference, but also the District of Columbia’s flag (our hometown).

The primary logo should always be used when circumstances allow.

CONCEPT The BAHN typeface is a condensed, high x-height sans serif. It projects a strong, powerful presence. A perfect display font for CAMO, a blog about strong entrepreneurs making a name for themselves and their businesses.

The workhorse font Arquitecta was chosen for its contrasing width and workhorse applications.

PRIMARY LOGO

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CAMO BRAND GUIDE

SECTION 01 LOGOTYPE LOGO CLEAR SPACE & MINIMUM SIZE CLEAR SPACE It’s important to always maintain a “clear space” around our logo. The clear space indicates the closest any graphic element may be positioned in relation to the logo. Maintaining a fixed clear space ensures our logo’s impact and legibility from a distance.

MINIMUM SIZE To make sure the logo is always visible, we have determined a minimum display size for both digital and print publications.

The minimum size of the logo is 1.65”w by 1.35”h.

.25”

.75”

1.35”

1.65” CLEAR & MINIMUM SPACE

5

.5”

SECTION 01 LOGOTYPE LOGO COLOR VARIATIONS COLOR VARIATIONS The following outlines the primary color combinations. Do not create your own variations.

The white logo may be laid on top of one of the complimentary colors defined on page 08.

BLACK Used for black and white publications, or against light or bright colored backgrounds where the primary logo is unreadable.

WHITE Reversed to white against a dark or bright background, where the primary logo is unreadable.

APPLICATION

PMS SWATCH Use for one or two colors for print projects, see full color chart on page 08.

Appropriate use of the logo is the most important part of maintaining the CAMO brand. The consistency of its appearance is critical in communicating the principles and overall strength of the brand.

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BLACK

TWO COLOR

WHITE - PRIMARY

PMS SWATCH

RECOMMENDED FILE FORMATS ARE: .eps | .ai | .png | .jpg | .tiff

“A PERSON WHO NEVER MADE A MISTAKE NEVER TRIED ANYTHING NEW.” - ALBERT EINSTEIN

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SECTION 02 COLOR PALETTE BRAND COLORS PRIMARY COLOR SYSTEM CAMO has three primary colors: White, Black and Gold with two secondary colors in Teal and Purple.

GOLD COLOR CODES CYMK: C14 M41 Y100 K1 RGB: R217 G154 B41

PMS 7563C

HEX: #D99A29 COLOR TONES 100%

80%

60%

40%

20%

TEAL COLOR CODES CYMK: C100 M35 Y38 K8 RGB: R000 G120 B140

PMS 3145C

HEX: #00778B COLOR TONES 100%

80%

60%

40%

20%

PURPLE COLOR CODES CYMK: C65 M80 Y12 K1 RGB: R115 G80 B145

PMS 7677C

HEX: #734F90 COLOR TONES 100%

8

80%

60%

40%

20%

CAMO BRAND GUIDE

SECTION 03 TYPOGRAPHY FONTS DISPLAY BAHN is our display typeface. It’s mainly used for headlines and large type.

BAHN

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 WORKHORSE Arquitecta is our workhorse typeface. It can be used for small body text and headline sizes.

ARQUITECTA LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ARQUITECTA REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

ARQUITECTA BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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CAMO BRAND GUIDE

ANY QUESTIONS? FEEL FREE TO REACH OUT TO US. IS THERE SOMETHING WE MISSED? OR, WOULD LIKE SOMETHING CLARIFIED? IF SO, CONTACT US AT THE FOLLOWING INFORMATION. WE’LL BE SURE TO ADDRESS IT AND UPDATE THE GUIDE.

© 2015