B R AN D G UIDE L IN E S
WESTRAY LOGO USAGE GUIDELINES 1
Table of Contents ABOUT THE BRAND 1.1
Brand Promise
1.2
Brand Character
LOGO & COLOR PALETTE 2.1
Logo - Combined Lockup
2.2
Logo - Wordmark
2.3
Logo - Logomark
2.4
Logo Sizing & Spacing
2.5
Incorrect Logo Usage
2.6
Color Palette
WESTRAY LOGO USAGE GUIDELINES 2
About the Brand 1.0
WESTRAY LOGO USAGE GUIDELINES 3
1.1
BRAND PROMISE
Talent is a precious resource. Difficult to find and easy to lose. Not something merely to be stored in the typical DTC office park. But nurtured in an environment designed to bring out potential and maximize a company’s largest investment. What’s needed is high-performance space. Three-dimensional inspiration. A holistic rethinking that turns the workplace into premium fuel for business.
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1.2
BRAND CHARACTER
The traits that define the Westray style: PURPOSEFUL LUXURY
Responsive to the evolving needs of business. Designed not to pamper or impress, but to achieve mission-critical objectives. Namely, to invigorate the work and rejuvenate the workers. A LIVING PLACE
With a visceral connection to nature. Mountains and sky. Wood and stone. Sunlight and fresh air. All of which helps inspire fresh thinking. NEW COLORADO
Sustainable, modern and refined. With honesty of intent and materials. A comfortable, creative, organic notion of Colorado that speaks to both natives and newcomers. HEALTHY ENERGY
Like the place itself, the Westray brand exudes a feeling of simplicity and calm energy.
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Logo and Color Palette 2.0
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2.1
LOGO - COMBINED LOCKUP
The logo is the foundation for the Westray graphic identity. The combined lockup includes the mountain/rays logomark and Westray wordmark. Use the primary color version for light-colored backgrounds as shown to the right. The brand palette allows for logo variations that use other brand colors, but this is the preferred form for the majority of applications.
PRIMARY LOGO - COLOR
The combined lockup may be used on dark backgrounds as well. Only the light grey and copper colors from the brand palette may be used for this reversed version.
PRIMARY LOGO - COLOR REVERSED
The black version of the combined lockup is intended only for uses where full-color is not possible.
PRIMARY LOGO - BLACK
The white version of the combined lockup is intended for use on dark backgrounds where maximum contrast is needed, such as when the logo is placed over a photograph.
PRIMARY LOGO - WHITE
For any questions about logo usage, please contact Strada at 303.407.1976.
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2.2
LOGO - WORDMARK
The wordmark may act as the primary Westray logo in most situations. The Westray wordmark may act as the primary logo when needed, especially where spacing is tight or the logomark is used separately in close proximity. Use the color version for light-colored backgrounds as shown to the right. The brand palette allows for logo variations that use other brand colors, but this is the preferred form for the majority of applications.
WORDMARK - FULL COLOR
The Westray wordmark may be used on dark backgrounds as well. Only the light grey and copper colors from the brand palette may be used for this reversed version.
WORDMARK - FULL COLOR REVERSED
The black version of the Westray wordmark is intended only for uses where full-color is not possible.
WORDMARK - BLACK
The white version of the Westray wordmark is intended for use on dark backgrounds where maximum contrast is needed, such as when the wordmark is placed over a photograph.
WORDMARK - WHITE
For any questions about logo usage, please contact Strada at 303.407.1976.
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2.3
LOGO - LOGOMARK
The logomark may be used by itself or separated from the wordmark. The logomark may be used in proximity to the Westray wordmark, or by itself for more subtle or supporting-role brand applications. Use the color version for light-colored backgrounds as shown to the right. The brand palette allows for logo variations that use other brand colors, but this is the preferred form for the majority of applications.
LOGOMARK - FULL COLOR
The logomark may be used on dark backgrounds as well. Only the light grey and copper colors from the brand palette may be used for this reversed version.
LOGOMARK - FULL COLOR REVERSED
The black version of the logomark i s intended only for uses where full-color use is not possible.
LOGOMARK - BLACK
The white version of the logomark is intended for use on dark backgrounds where maximum contrast is needed, such when the logomark is placed over a photograph.
LOGOMARK - WHITE
For any questions about logo usage, please contact Strada at 303.407.1976.
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2.4
LOGO SIZING & SPACING
The Westray logo should meet certain size and spacing requirements to maintain legibility and integrity of brand elements.
The Westray logo should never be scaled down to less than 7/8” wide in print applications. Please contact Strada if the logo needs to be used at a size smaller than 7/8” wide. MINIMUM - 7/8” ACTUAL SIZE
The Westray logo should always have clear space around it: the minimum clear space should equal twice the height of the Westray wordmark on all sides.
2x
2x
2x
2x
x
For any questions about logo usage, please contact Strada at 303.407.1976.
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2.5
INCORRECT LOGO USAGE
An incorrectly used logo can diminish the integrity of the brand. The following uses are not allowed.
Do not rotate.
Do not use colors outside the brand palette.
Do not distort.
W E S T R AY Do not rearrange.
Do not use other typefaces.
Do not apply drop shadows or other effects.
Do not alter proportions of logo elements.
Do not outline or add stroke.
Do not use brand colors in arrangements other than those in the provided logo files.
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2.6
COLOR PALETTE
The Westray palette is calming, rich and sophisticated, reflecting the positioning of the brand.
COATED pms 296 C cmyk: 100/46/0/89
COATED pms 2189 C cmyk: 100/39/3/74
COATED pms 7516 C cmyk: 5/63/87/36
UNCOATED pms 296 U cmyk: 100/59/15/61
UNCOATED pms 2189 U cmyk: 100/50/16/54
UNCOATED pms 470 U cmyk: 7/55/87/27
DIGITAL rgb: 5/28/44 web/hex: 051c2c
DIGITAL rgb: 0/51/73 web/hex: 003349
DIGITAL rgb: 153/85/43 web/hex: 99552b
PRIMARY
PRIMARY
PRIMARY
Deep Navy
Prussian Blue
Copper
COATED pms 5477 C cmyk: 71/36/48/39
COATED pms 5655 C cmyk: 29/13/23/0
COATED pms Cool Grey 1 C cmyk: 10/7/9/0
UNCOATED pms 5477 U cmyk: 64/33/39/39
UNCOATED pms 5655 U cmyk: 27/12/22/1
UNCOATED pms Cool Grey 1 U cmyk: 10/8/9/0
DIGITAL rgb: 62/93/88 web/hex: 3e5d58
DIGITAL rgb: 176/189/176 web/hex: b0bdb0
DIGITAL rgb: 217/217/214 web/hex: d9d9d6
PRIMARY
PRIMARY
PRIMARY
Spruce
Dusty Sage
Haze
Please note that each PMS color has a specific RGB and CMYK breakdown for coated and uncoated. To maintain consistent color across different pieces, it is critical that the above values are used, and not the default values generated by design software (e.g. Photoshop).
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