BRANDSTYLEGUI DE Ver s i on1. 0;Oct ober26,2010
TABLEOFCONTENTS 3BRANDI DENTI TY 4THECAMPAI GN 5LOGO&TAGLI NEPLACEMENT 6LOGODO’ S&DON’ TS 7TYPOGRAPHY 8COLOR
THE BRAND I DEN T I T Y I DENTI FYI NG THEALKEMI BRAND
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THECAMPAI GN BRANDI NG ALKEMI Thepur pos eoft hi scampai gni st oi ncr eas ebr and awar enes sbyenhanci ngandi mpr ov i ngAl kemi ’ s t ouchpoi nt s .I naddi t i ont ot hedi s t r i but i onof pr of es s i onal ,qual i t ypr i nt ,andi nt el ev i s i onand onl i neads ,t hecampai gnsi ni t i at i v esi ncl udebet t er cons umerexper i encet hr oughenhancedweb i nt er act i v i t y ,des i gn,andf unct i onal i t y .
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LOGO USAGE Thel ogocomesi nt wodi f f er ent col or s :bl ackwi t hwhi t e backgr ound;whi t ewi t hbl ack backgr ound.Ther ei sal s oa . COM v er s i onoft hel ogo wher eal kemi appar el . com appear sr i ghtundert hel ogoi n aHel v et i caNeuef ont .
LOGO BLACK
. COM LOGO BLACK
al kemi appar el . com LOGO WHI TE
. COM LOGO WHI TE
al kemi appar el . com . COM LOGO SPECS
al kemi appar el . com Hel vet i caNeueBol d
Hel vet i caNeueLi ght
LOGO WI THTHETAGLI NE Thet agl i ne“ Cas ual Sophi s t i cat i on” mayaccompanyt hel ogoi na s t ackedorhor z ont al l ay outl i kei ti s f eat ur edont her i ght .Thef ontus ed i sf ort het agl i nei s cal l edHandof Sean.
STACKEDLAYOUT
Casu al So p h i sti cati o n
HORI ZONTALLAYOUT
Casu al So p h i sti cati o n
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LOGO DO’ S&DON’ TS DO Us et hel ogoi nt hef or mi ti spr ov i ded. Us et hebl ackv er s i ononl i ghtbackgr ounds .
al kemi appar el . com
Us et hewhi t ev er s i onondar kbackgr ounds . Pos i t i ont hel ogoov erphot ogr aphys ot hat i ti seas yt or ead.
al kemi appar el . com
Obs er v et her ul et omai nt ai nacl earar eaon al l s i des .
DON’ T Changet hecol oroft hel ogo. Changet hewi dt ht ohei ghtr at i ooft hel ogo. Us et hel ogoov erbus ybackgr ounds .
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TYPOGRAPHY Thes ef ont swi l l beus ed t hr oughoutal l t hedel i v er abl es oft heAl kemi br and.The Hel v et i caNeuef ontf ami l ywi l l bemai nl yus edf orpr i ntads whi l et heAr i alandI mpactf ont wi l l beus edf ort hewebor i nt er nal appl i cat i ons .
HELVETI CANEUEREGULAR ABCDEFGHI JKLMNOPQRSTUVWXYZ abcdef ghi j kl mnopqr st uv wxy z1234567890 HELVETI CANEUELI GHT ABCDEFGHI J KLMNOPQRSTUVWXYZ abcdef ghi j k l mnopqr s t uv wx y z1234567890 HELVETI CANEUEBOLD ABCDEFGHI JKLMNOPQRSTUVWXYZ abcdef ghi j kl mnopqr st uvwxyz1234567890 ARI ALREGULAR ABCDEFGHI J KLMNOPQRSTUVWXYZ abc def ghi j k l mnopqr s t uvwx y z1234567890 ARI ALBOLD ABCDEFGHI JKLMNOPQRSTUVWXYZ abcdef ghi j kl mnopqr st uvwxyz1234567890 I MPACTRE GUL AR ABCDE F GHI J KL MNOPQRST UVWX Y Z abc def ghi j k l mnopqr s t uv wx y z1 234 567 890
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COLORS PRI NT&WEBAPPLI CATI ONS Thecol ors chemei sus edbot hi npr i nt andwebappl i cat i ons . Thedomi nant col or sar ebas edof fagr eycol or s s cheme( bl ack,whi t e,gr ey ) . Br i ght accentcol or sar ei ncor por at edasa compl i ment ar ycol or .The compl i ment ar ycol or sar et obeus ed s ubt l y .
DOMI NANTCOLORS
RGB:
RGB:
RGB:
000
115123128
255255255
CMYK:
CMYK:
CMYK:
75686790
5844429
0000
HEX#:
HEX#:
HEX#:
000000
737b80
f f f f f f
COMPLI MENTARYCOLORS
RGB:
RGB:
RGB:
RGB:
111197236 16222532
217077
2401118
CMYK:
CMYK:
CMYK:
CMYK:
51510
4101000
9100621
2691000
HEX#:
HEX#:
HEX#:
HEX#:
6f c5ec
a2e120
d9004d
f 06f 08
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