BRAN D ID EN T IT Y
PRIMARY LOGO & S UBMARKS
Circle Submark
Primary Logo
Alt Logo
LOGO USAGE GUID ELIN ES When using any versions of the logo, please be sure to give them plenty of breathing room. Please leave at least 1/2” of clear space surrounding the logo to maintain clean and legible branding. Please use the full horizontal version of the logo unless it doesn’t fit in the desired space. Please don’t squish, mismatch colors & fonts, or change the placement of the icon.
P H OTO GR A P H Y I N S P I R AT I O N
Photography is the backbone to branding and brand continuity. Aesthetically, it enhances websites and collateral, and ideally allows a client to connect the face of a brand with a name. When choosing or approving photography for Firestarter, please gravitate towards photos that are creative and not too literal. Some keywords to consider below:
warm DRAMATIC
dark
firey BOLD
LOGO U SAGE O N P H OTO GR A P H Y
bad
good
When using Firestarter’s brand logo with approved photography or on solid colors, be sure to examine the photo’s high and low lights to determine which logo would best suit the area. Avoid putting dark logos on dark areas of color, and light logos on light areas. Use the colored version of the Firestarter logo only in clean, pronounced spaces where it can really stand out. Please keep the same direction in mind when placing type or brand elements directly over photography. Ideally, custom brand designs should enhance the overall branding experience, and brand photography should enhance the designs to create one clean and cohesive presentation reflective of the Firestarter brand.
good
CO LO R P RO F I L E 1 SLATE C 73 M 61 Y 48 K 31
2 INK C 74 M 66 Y 58 K 61
3 GARNET C 30 M 100 Y 87 K 36
4 FIRE C 8 M 94 Y 94 K 1
5 GOLD C 12 M 33 Y 88 K 0
1
2
3
4
COLOR N OT ES Use Slate and Ink the most, throwing in Garnet, Fire and Gold sparingly for interest.
5
HE AD E R
TYPOGR A P H
Y
Futura Medium Futura Medium has been chosen to use as a header font. This must be used sparingly, and in upper/lower format for websites, publications or other printed pieces.
F U T U R A ME D I U M
ABCDEFGHIJKLM NOPQRS TUVWZYZ C ALLO UTS
True North Textures TRUE NORTH TEXTURES (FIVE)
ABCDEFGHIJKLM NOPQRSTUVWXYZ
True North Textures is the callout font. It’s only used in all caps and should only be used in special cases, not just as a header or in the body copy. Keep it large.
Futura Medium
BO DY CO PY
ABCDEFGHIJKLM NOPQRSTUVWZYZ
Futura Medium
abcdefghijklmnopqrstuvwxyz
Futura Medium is the body copy. It should be used with slightly wider leading than normal. It’s very clean and modern and easy to read. Sample text:
Donec at elit a risus bibendum malesuada quis id sem. Vestibulum dui sapien, fermentummodo. Bitio eos essimusciae corro mo omnia consed. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec at elit a risus bibendum malesuada quis id sem. Vestibulum dui sapien, fermentummodo.
B R A N D E L E ME N TS & TEXTURES
Firestarter’s brand elements have been customized to enhance the brand identity, creating a powerful experience for customers. Be careful of using too many elements on a single page or design. Firestarter’s brand voice should be prominent above all, and these elements should simply enhance each project’s point of view.
, y d a Re , Y D A sTE ! K R A P S
horizontal lines
bullets
S OCIAL MED IA ICON OGRAPHY
CO RRE CT When using social media icons within the Firestarter brand, please stick to clean squares within the approved brand color palette.
I N CORRE CT Never substitute with colorful or animated icons.
SAMPLE BUS IN ES S C ARD
First and Last Name PERSON’S TITLE
999.999.9999 email@email.com www.websitehere.com