Nash Matthews Graphic Identity

Logo Guidelines 2011

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C ontents Logo Guide – 03 Colour Palette – 04 Exclusion Zone – 05 Logo Placement – 06 Minimum Size – 07 Incorrect Usage – 08

Logo Guidelines 2011

L ogo G uide The logo for Nash Matthews represents the nature and ideals of the company. Its design is both visually distinctive, and professionally appropriate.

Patents offer protection for a unique idea, product or design. This idea of uniqueness is behind the concept of the new logo, which is composed of sixteen equally sized squares. Of all the abstract shapes the square is the most stable. Its mathematically perfect form suggests solidity, honesty, security and equality. The design consists of fifteen grey squares, and one blue square. This blue square is the key to the symbolic meaning of the logo, as it is unique amongst the others. It therefore symbolises the unique qualities of a patentable idea, product or design. The regularity of the repeated form suggests organization and efficiency.

Logo Guidelines 2011 Times New Roman is the typeface used for the logotype. This typeface is very approachable due to it’s familiarity of form, and is also extremely durable, being well-suited for print and online use. Authority is conveyed through the use of capitals. Because of its widespread use Times New Roman also has connotations of reliability. It is a typeface people trust.

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C olour P alette

Logo Guidelines 2011

The colour palette of the Nash Matthews logo is also vital to the company’s visual identity. In the study of colour psychologically blue is seen as trustworthy, dependable, and committed. It relaxes the observer. Gray is perceived as a colour of intellect, knowledge and authority. These two colours communicate the important information that the company will spend time with their customers, and will take care of their individual needs in a calm, controlled and professional manner.

P antone

cool gray

P antone

blue

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E xclusion Z one

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Provided these rules are consistently applied the visual clarity of the logo will be uncompromised.

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In order for the visual effectiveness of the logo to be fully realised, it is vital that it is given space to breath. It is therefore necessary for an exclusion zone to be present around the logo. This zone is the equivalent to 1.5x the x-height of the company name, and defines the area into which no other graphic elements should be present. The example opposite demonstrates the boundaries of this zone.

Logo Guidelines 2011

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L ogo P lacement

Logo Guidelines 2011

The Nash Matthews logo should only ever be used on a plain white, or black background. This is important, as placing the logo onto an image or patterned background may harm its visual clarity. When using the logo in conjunction with a photograph, it may be necessary for a black horizontal bar to be applied.

The height of this bar must adhere to the rules of the exclusion zone.

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Wherever possible the logo should always be placed on the right of any company documents, publications or correspondents, as this will achieve visual balance.

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Example of a brochure incorporating the new company logo. In this case a black horizontal bar has been applied to the design to minimise visual disturbance from the underlying photograph.

Example of the logo being applied to a letter. The logo remains clear against the white background, and all other content has been set correctly outside the exclusion zone.

L ogo S ize

Logo Guidelines 2011

The logo for Nash Matthews has a minimum size at which it should be set.

This ensures that each square in the logo remains easily distinguishable, as well as ensuring good readability. When set to minimum size the company name will appear at 28 points, and the tag line at 10 points.

There is no maximum size for the logo.

Right: Example of the logo set at minimum size.

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I ncorrect U sage To preserve consistency across the company the logo must never be altered in any way. What follows are some examples of unacceptable usage and modification. The list is by no means extensive, and any alterations applied without the consultation of the designer will result in an inconsistent, ineffective and unprofessional company image.

Logo Guidelines 2011

The logo should never be scaled in a way that changes the aspect ratio. For example, squashed horizontally.

The logo should never be converted to outlines. This will destroy visual clarity, consistency and company recognition.

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The position of the blue square must not be changed, as this will upset the visual balance of the logo, and compromise consistency

Never must any computer styling tools or special effects be used on the logo.

This includes, but is not limited to drop shadows, warping and inner/outer glows

The tracking of the letters, and space between individual squares must never be altered.

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