LOGO STYLEGUIDE [the Do’s and Don’ts ]
SHIPT BRAND GUIDELINES
WELCOME TO THE MOTHERSHIPT CONTENTS 04 Logo 06 Stacked Logo 08 Safe Space 10 Image Overlay 12 Don’ts 14 The Spaceship 16 Color 18 One Color 20 Typography
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OUR LOGO [PRIMARY] The SHIPT logo is simple and bright with a clean edgey logotype. The icon invokes a feeling of playfulness combined with the futuristic efficiency of a spaceship. This is the main logo that is used across all primary brand applications. It is essential that this mark be treated with care and respect in every use according to these guidelines.
SHIPT BRAND GUIDELINES
MINIMUM SIZE It’s so tiny and cute! Our smallest SHIPT is 0.4in or 28px —any smaller and the SHiPT can’t function!
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MINIMUM SIZE The smallest size for the horizontal orientation is .4in wide or 150px
SHIPT BRAND GUIDELINES
STACKED LOGO This is the alternate orientation of the SHIPT logo. The logotype on this version is smaller than on the primary orientation. This is best option when the spaceship mark needs all of the attention. Holy SHIPT! Also use this variation when you need to save space or it suits the particular layout, ie. long skinny display ads.
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SAFE SPACE - THE FINAL FRONTIER In order to gain maximum visibility, the Shipt logo should always appear with at least 1/4”, of clear space around the logo (all sides). This area should be free of any type or graphic element. Using the height of the space ship in the logo as “x,” the clear space is a 1x area around the logo.
SHIPT BRAND GUIDELINES
x
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PHOTO/VIDEO BACKGROUND Readability is king. Use your best judgment so that the SHIPT logo is clearly displayed over video and images. When necessary, add a dark overlay on the image so that our logo is a bright and clear. We encourage the use of our green version with a white logotype.
SHIPT BRAND GUIDELINES
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A. Don’t rotate the logo. B. Don’t add a dropshadow. C. Don’t resize the logotype.
DON’TS Here are a few rules for maintaining the integrity of SHIPT. Never compromize the overall look and feel of the logo in any way. Respect the Mothershipt! The following are examples of ways you should NEVER consider using the logo.
D. Don’t change the color of the logo. Refer to pages 16-19. E. Don’t squash, skew, or stretch. F. Don’t rearrange elements of the logo to create a composition that is not already provided as an alternate lock-up. G. Don’t contain the logo in a box when used on a background. H. Don’t add an outline.
SHIPT BRAND GUIDELINES
A.
E.
B.
F.
C.
G.
D.
H.
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GRAPHIC ELEMENTS DO NOT separate the Shipt Spaceship from its circle container-it’s happy in there. However, you may pull the spaceship for use as part of a graphic illustration or something fun for social media.
SHIPT BRAND GUIDELINES
Houston, we have a problem. This is not our logo.
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COLOR PALETTE The SHIPT Green is iconic. It’s important to limit the use of the green so that the impact isn’t diminished. Try to use the green sparingly for points of emphasis and impact. Main uses for green: 1. Our Logo 2. Calls to action
SHIPT BRAND GUIDELINES
SHIPT GREEN PANTONE: 7489 CMYK: 55 2 75 5 RBG: 114 176 58 HEX: #71b045
LOGOTYPE GREY PANTONE: Cool Gray 11 CMYK: 48 36 24 66 RBG: 89 89 92 HEX: #5a595e
SUPPORTING COLORS These three colors support our main colors. They do not overpower the SHIPT green.
LIGHT GREY PANTONE: 663 CMYK: 2.1 1.3 1.3 0 RBG: 247 247 247 HEX: #f7f7f7 SHIPT GREEN PANTONE: 2219 CMYK: 79 169 186 RBG: 67 16 24 0 HEX: #4fa9ba
SHIPT GREEN PANTONE: 566 CMYK: 36 .5 24 0 RBG: 162 216 203 HEX: #a2d6c9
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SINGLE COLOR VERSIONS We love swag at SHIPT. A one-color logo is necessary for screen-printed shirts and other forms of promotional items. The one-color is also available in the horizontal version.
SHIPT BRAND GUIDELINES
ALL GREEN For light backgrounds
ALL WHITE For green backgrounds
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TYPOGRAPHY Proxima Nova is our main type-face. It’s clean and readable. The balance of geometric and organic shapes complements our brand. We use a variety of weights to establish a hierarchy of information as needed. THE OTHERS Use other typefaces sparingly to add character when necessary. Here is a list of honorable mentions: Open Sans - Used on shipt.com for supporting text Skippy Skarp - Hand-drawn script for light hearted headlines and callouts Calluna - Sometimes you need a nice serif. This is it.
SHIPT BRAND GUIDELINES
Aa
PROXIMA NOVA A. REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!$#?(){}[]|/
B. SEMIBOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!$#?(){}[]|/
C. BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!$#?(){}[]|/
D. EXTRABOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!$#?(){}[]|/
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3…2…1…READY FOR LIFT-OFF! Thanks y’all
SHIPT BRAND GUIDELINES
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