Brand identity standards
0 Contents 0.1 Logo Specifics 0.2 Typeface Details 0.2.1 Typography in Use 0.3 Colour Specifications 0.4 Logo Styles (lock-ups) 0.5 Logo Best Practices 0.6 APPLICATION EXAMPLES
Logo Clear Space Grey stripped area indicates Safe Zone. Other graphical and visual elements can be safely positioned up to the adjoining Blue area.
0.1 Logo Specifics
Blue indicates Clear Space. The blue area must be kept free of all other graphical and visual elements. x
The minimum required Clear Space is defined by the measurement ‘X’ (equal to the height of the uppercase letters, known as the ‘cap-height’. The width is equal to the height.)
MIN. SIZE 2.5CM
x
x
Logo Construction Blue (z) indicates overall proportions for the logotype and logomark. Height of (z), the cap-height, is equal to baseline of tag-line to baseline of logotype. Green (x+y) indicates distance from center of logo to top of logomark, and logotype etc. The blue area must be kept free of all other graphical and visual elements. Magenta indicates various item alignments and intersects (shown as circles). For example: the end of the logotype meets the 45 degree intersect from top of the logomark, or end of tag-line meets the 45 degree intersect from middle of the logomark. Yellow/Grey (w) shows how complete logo is divided into 3 equal horizontal segments
w
w
w x
x
y w
z w
y
z
2z x
When to Use:
0.2 Typeface Details
Pistara is the primary font used for the logotype/logo wording. It is also used to draw attention to the 2nd half of the tag-line. It can also be used as the standard when stronger emphasis is needed, such as in: stationery, website design, brochures and all forms of general correspondance.
When to Use:
The Typeface Family
Basic Title Font is to be used for secondary titles.
Only three font styles are used for the logo, and they are from the different typeface family: Pistara, Basic Title Font and Helvetica Light.
When to Use: The huge variety of font weights and widths will ensure immenense flexibility, and consistency for the future growth of the H+H identity.
Helvetica Light is to be used for all other forms of standard body text, ranging from: stationery, website design, brochures and all forms of general correspondance.
0.2.1 Typography in Use
BASIC TITLE FONT
The Story Last year, the team of "Hombro a hombro con Nepal" from Ecuador helped the villagers of Thame in Nepal to rebuild their houses. One year later, our country, Ecuador, has been struck by a terrible earthquake. Hundreds of people have died, thousands are injured, and more have lost everything. We will do everything we can to help the victims. We will work in the same way we did last year in Nepal. Our goal is to identify a village that receives little to no help, and help its people rebuild their houses. The funds raised will be spent locally whenever possible, in order to help restart the local economy.
HELVETICA LIGHT
PISTARA
We count on you. Stay tuned!
Follow us: facebook.com/Hombroahombroconecuador
0.3 Colour Specifications
Pantone 368C PROCESS SCREEN WEB
C51.52 M0.75 Y91.08 K0 R144 G191 B59 HTML #90BF3B
PROCESS SCREEN WEB
C70.12 M4.95 Y33.13 K0 R59 G177 B180 HTML #3BB1B4
PROCESS SCREEN WEB
C0 M0 Y0 K69.02 R79 G79 B79 HTML #4F4F4F
Pantone 631C
Pantone 7540C
0.4 Logo Styles
Primary Full Tone Colour
Primary Full Tone Colour-db-
This is the primary logo to use. This is your main go-to version of the logo, except for limited exceptions below.
This is your secondary version of the logo on a dark background.
Solid Black The solid black version is only to be used for Fax, and some forms of black/white commercial printing applications, such as local newspapers etc, where course halftones screens are used.
SOLID WHITE The solid white version can be used for textile print low cost in dark background.
0.5 Logo Best Practices
Do Not: Logomark To ensure your brand logo is not the victim of aesthetic vandalism, the general rule to abide by is: do not change, alter, modify any part of the logo.
Do Not: Logomark Do not resize or change the position of the logomark.
Do Not: Fonts Do not use any other font, no matter how close it might look to Proxima Sans.
Do Not: SIzing Do not use squish or squash the logo. Any resizing must be in proportion.
Do Not: Colour Do not change the colours even if they look similar. Use the official colour specifications detailed in these guidelines
hombro a hombro
con Ecuador
HOMBRO A HOMBRO
CON ECUADOR
HOMBRO A HOMBRO
CON ECUADOR
0.6 Application examples
0.6 Application examples
0.6 Application examples
Brand identity standards