BRAND G UID ELI NES
1.0
LOGO: FULL LOCKUP
horizontal logo
The core of the brand. It is the foundation for the Uplands graphic identity. The dark blue logo is primary and should be used on white or light colored backgrounds. There will be instances where the logo will be reversed out of a solid color or a photograph. If on a photo, the white version should always be used. If on dark blue or black, use the white version. And if on top of any other color that has a medium to dark tone, use the white version.
vertical logo
The orange logo version is secondary and may be used on white, light or natural colored backgrounds where there is ample contrast. The black version is only to be used when printing something that is black and white.
dark blue
orange
black
white
1.1
LOGO: STAND-ALONE MARK stand-alone mark
The stand-alone mark (without the “UPLANDS� logo) can ONLY be used as a design element, never to solely identify the brand. The stand-alone mark is supportive, and the full lock-up logo should appear somewhere on the application as well. In an artful context such as a wall mural, the stand-alone mark can be used. On traditional marketing materials such as banner ads, the full logo must be used. The dark blue version should be used on a white or light colored background. The white version should always be used on a photo, dark blue, black or any medium to dark toned backgrounds. The orange logo version is secondary and may be used on white, light or natural colored backgrounds where there is ample contrast. The black version is only to be used when custom colors are not available, such as printing in black and white.
dark blue
orange
black
white
1.2
LOGO: INCORRECT USES An incorrectly used logo can deminish the integrity of the brand. Accurate and appropriate use at all times is extremely important. Do not rotate
Do not use colors other than dark blue, orange, black or white
Do not distort
UPLANDS Do not rearrange the logo
Do not retype or recreate
Do not apply any effects
Do not place full color logo on colors that are similar in tone (should always be on white or a very light tone)
Do not outline or stroke
Do not use multiple brand colors
1.3
LOGO: SAFE AREA For optimum impact, the Uplands logo should always have a safe area with no other art or copy nearby. As shown here, the minimum amount of space that surrounds the logo on all sides should be equal to the height of the “U.” For legibility purposes, “UPLANDS” should never be scaled down to less than one inch wide.
1”
1”
2.0
DESIGN ELEMENTS: COLOR PALETTE Uplands uses a primary and secondary color palette. The primary colors should always be the dominant colors in the design. Accent colors in the design should be taken from the secondary color palette. Body copy should be in the dark gray from the secondary palette.
PRIMARY COLOR PALETTE
DARK BLUE CMYK: 96/59/54/32 RGB: 34/65/86 HEX: 224156
ORANGE CMYK: 7/82/96/0 RGB:225/83/29 HEX: ff531d
WHITE CMYK: 0/0/0/0 RGB: 255/255/255 HEX:ffffff
SECONDARY COLOR PALETTE
DARK GREY CMYK: 0/0/0/75 RGB: 99/100/102 HEX: 636466
LIGHT BLUE CMYK: 44/20/16/0 RGB: 145/178/196 HEX: 91b2c4
LIGHT GREY CMYK: 6/5/7/0 RGB: 236/235/231 HEX: ecebe7
TAN CMYK: 25/51/100/7 RGB: 184/126/143 HEX: ff531d
OLIVE CMYK: 29/30/100/2 RGB: 186/162/48 HEX: baa230
2.1
DESIGN ELEMENTS: TYPOGRAPHY Interstate Bold is to be used in headlines. Secondary headlines and subheads should be set in Lorimer No. 2 Condensed Semi Bold. YRSA Light should be used for Body copy. Activate Lorimer here: https://fonts.adobe.com/fonts/lorimer-no-2
HEADLINE: INTERSTATE BOLD
ABCDEFGHIJKLMN SECONDARY HEADLINE: LORIMER NO. 2 CONDENSED SEMI BOLD
abcdefghijklmn BODY COPY: YRSA LIGHT
abcdefghijklmnopqrstuvwxyz
2.2
DESIGN ELEMENTS: PATTERN STYLE Uplands patterns are built upon the brand colors and crafted with a touch of hand. The style of patterns and color combinations bring the old and the new together. The patterns are complimentary and contrasting to help extend the metaphor of community and a non-continuous plan. It’s suggested that these patterns can be used together creating an interesting and creative tension.