Graphic Standards
table of contents
IDENTITY standards logo Type Logo
Business Standards Business card letterhead envelope
Marketing standards Imagery/Type Print Packaging Digital Enviromental
“Validus provides the highest quality boots, with unparrelled durability and comfortability. Miticulus attention to detail and a strong commitment to all of our employees allows us to deliver boots that are simply a cut above the rest.�
identity standards
Logo STANDARDs display logo
logo TYPE ONLY
stationary logo
logo TYPE Reversed
Gritty
Durability
Strong
Masculine
Impact
Adult
blue collar, strong angeled, earth & metal tones 11505 West 68th Street Olathe, KS 66031 913.427.9870 validus.com
blue collar, strong angeled, earth & metal tones
11505 West 68th Street Olathe, KS 66031 913.427.9870 validus.com Gritty Strong
Durability
HENRY ROBERTS
SALES DIRECTOR
DIRECT: 913.427.9865 FAX: 913.427.9000 EMAIL: HROBERTS@VALIDUS.COM blue collar, strong angeled, earth & metal tones
11505 West 68th Street Olathe, KS 66031 Gritty
Durability
Strong
Masculine Adult
Impact
Masculine Adult
Impact
5
Logo STANDARDS
6
Logo Specs
Logo Specs Gritty
Strong
Masculine inch boarder Impact of dead space around any of the logos
Durability.125
Adult
blue collar, strong angeled, earth & metal tones 11505 West 68th Street Olathe, KS 66031 913.427.9870 validus.com
blue collar, strong angeled, earth & metal tones
Logo Do’s The display logo is used for immediate brand recognition on pieces such as billboards, posters, magazine adds, banners, etc... The display logo should always be incased by a bar of some kind, you can change the color of the bar as long it is one of the colors from the pallette. The stationary logo is to be used on smaller pieces such as envelopes,
11505 West 68th Street Olathe, KS 66031 913.427.9870 validus.com Gritty Strong
Durability
HENRY ROBERTS
SALES DIRECTOR
Masculine
Impact
Adult
DIRECT: 913.427.9865 FAX: 913.427.9000 EMAIL: HROBERTS@VALIDUS.COM blue collar, strong angeled, earth & metal tones
11505 West 68th Street Olathe, KS 66031 Gritty
Durability
Strong
Masculine
Impact
Adult
letterheads, business cards, and other opertunities where the display logo would be to clunky. The text only logo should only be used for areas where the stationary logo is too horizontal and the display logo is to heavy to fit accordingly.
logo standards Improper Logo Use Impact
Masc ity
Adult
blue
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collar,
Impact
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blue
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Adult
Durability
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Str
Imp act
ong
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Improper Logo Use
Gritty
Durability
Strong
Masculine
Impact
Adult
blue collar, strong angeled, earth & metal tones
ang
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Val dus
11505 West 68th Street Olathe, KS 66031 913.427.9870 validus.com
blue collar, strong angeled, earth & metal tones
11505 West 68th Street Olathe, KS 66031 913.427.9870 validus.com Gritty
SALES DIRECTOR
Masculine
Impact
Adult
FAX: 913.427.9000
11505 West 68th Street Olathe, KS 66031 Gritty
Durability
Strong
Masculine
Impact
Adult
blu
ec
oll
ar,
str
ong
Strong
Durability
HENRY ROBERTS
DIRECT: 913.427.9865 EMAIL: HROBERTS@VALIDUS.COM blue collar, strong angeled, earth & metal tones
Logo Don’ts Don’t rotate the any of the logos or change its orientation from the approved sample. Do not replace the logo type with any other font or move the font from centre the diamond shape. Reveresed out and black and white are the only color substitutions that are allowed while using the Validus logo. Keep in mind that nothing should come with
an .125 inches of the logo in any way. The display logo should never crop the logo in any different way. Make sure not to use the stationary logo any smaller than 1 x 1 inch. Do not color the Validus type within the display logo to any other color than white or transparent.
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Type STANDARDS TYPE FACES DUKE FILL - ALL CAPS ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Duke Fill should be used for headings and large type on signage. This font usually needs to be at least ten points larger than other fonts to read as well. This font should be an immediate indicator of hiarchy and should be used for attention grabbing.
Futura - Medium Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 Should be used for body copy, it is acceptable to use the entire Futura Condensed family on Validus pieces. Should be the most common font and most versatile. Acceptable use it for subheadings, and when using the type reversed out it may be neccesary to use the bold condensed
COLOR STANDARDs
COOL RICH BLACK - NON SPOT C = 40 M = 30 Y = 30 K = 100 R=0 G=1 B=4 PANTONE 431 C C = 66 M = 52 Y = 44 K = 17 R = 92 G = 102 B = 112 PANTONE 7752 C C = 20 M = 70 Y = 100 K = 0 R = 210 G = 175 B = 31
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Business standards
Business Cards blue collar, strong angeled, earth & metal tones
11505 West 68th Street Olathe, KS 66031 913.427.9870 validus.com Gritty Strong
Durability
HENRY ROBERTS
SaleS Director
Direct: 913.427.9865 Fax: 913.427.9000 email: hrobertS@valiDuS.com
Masculine
Impact
Adult
.158 inch of white space above and below Display logo
Business card size 3.5x2 inches with .125 inch bleeds. No more than 3 phone numbers allowed per card, Name can rise 1 line and title drop under to accomodate abnormally large titles/names.
All Business cards should print duplex with Validus display logo on back.
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Letter Heads
12
Type is .5 inch away from the left and .5 inch down from the top
11505 West 68th Street Olathe, KS 66031 913.427.9870 validus.com
1.69 inch bar at top with display logo right justified
Letterhead size is 8.5x11 inches .125 inches bleed all around.
.625 inch bar on the bottom
Envelopes
13
Flap is 1.5 inches tall with Display logo centered on flap. blue collar, strong angeled, earth & metal tones
11505 West 68th Street Olathe, KS 66031 Gritty
Durability
Strong
Masculine
Impact
Adult
Bottom bar is 8 x 1.68 inches Display logo right justified.
Logo and address are .25 inches from left and top of envelope . Envelope size is a #10 envelope measured at 9.5 x 4.125 inches
marketing standards
imagery and type guide
Validus visual tone and message needs to convey strength and dependability, to accomplish this all of the imagery used needs to focus on the product and have a warm trusting tone in color.
Let the product sell itself, don’t let design gimicks or tricks take over the piece, use type and graphical elements sparingly. Graphical bars should be large and used for focal points giving a consistant feel and standardized hiarchey.
Type should have room to breathe, don’t smother the type on the edges or cram to much info into any piece. The message is all about the visual impact of the shoes and the type should be informative yet understaded.
Keep it simple - keep it clean
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Print Marketing
package marketing
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web Marketing
Enviromental marketing
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