IDENTITY GUIDELINES
Table OF
Contents
– Why do we have Identity Guidelines?
3
– Components of the Identity System
4
– The Logomark
5
– The Signature
6
– Identity Element Combinations
– The Preferred Lock-up
– The Preferred Lock-up Clearspace
– Alternate Lockup
– Alternate Lockup Clearspace
– Abbreviated Wordmark
– Abbreviated Wordmark Clearspace
– Typography
– Signature
– Secondary Typography
– Color Palette
COUNTRY PINES, INC.
– Color Values
7 8 9
10 11
12 13
14 15
16
– Integrity of the Identity Design
17
– Identity Files Index
18
Why do we have Identity Guidelines?
3 | WHY DO WE HAVE IDENTITY GUIDELINES?
Identity Guidelines assist in understanding the function of identity design. They help: – Explain the components – Define the graphic design standards – Illustrate how the standards are applied
Using Identity Guidelines ensures continuity, and clear, consistent application of the identity design.
Components of the Identity System The Country Pines, Inc. visual identity system consists of – The Logomark – The Signature – The Monogram Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.” See pages 6-9 for detailed information on using the lock-ups. The signature is available in a preferred version for most uses, and an alternate version, which may be used in specific applications. See page 4 for detailed information on using various versions of the signature. The monogram is a restrictive-use option and may be used in contexts with space constraints where the organization needs to be endorsed in a flexible manner. See page 10-11 for detailed information on using various versions of the wordmark.
COUNTRY PINES, INC.
COMPONENTS OF THE IDENTITY SYSTEM | 4
The Logomark The Country Pines, Inc. logomark is intended for use on applications where the width of the logomark is more than or equal to 1/2 inch. The artwork of the logomark has been modified for reproduction at this small scale and can be used as small as 1/2 inch wide. The logomark may never be used at sizes smaller than 1/2 inch wide. The logomark may be used independent of the signature in appropriate contexts, should the need arise. See pages 6-9 for the available “lock-ups” which combine the logomark and the signature for appropriate use. The Country Pines, Inc. logomark may be reproduced using the core color palette or in black & white. In contexts where the use of color is not an option, or when Country Pines’ core colors conflict with the application, the logomark may be reproduced in black or white. See page 15 for the Pantone colors, CMYK, RGB, and HEX values.
5 | THE LOGOMARK
1) The Preferred Signature
The Signature The Country Pines, Inc. signature (set in typeface Montserrat) is available in 2 versions: 1) The preferred signature is a two-line, centerally-aligned version that should be used in the horizontal and vertical lockups with the logomark, or can be used independently of the logomark if necessary. 2) The alternate signature is a single line version that can be used independently of the logomark. See pages 6-9 for the available lock-ups which combine the logomark and the signature for appropriate use.
2) The Alternate Signature
The Country Pines, Inc. signature may be reproduced using the core color palette or in black & white. In contexts where the use of color is not an option, or when Country Pines’ core colors conflict with the application, the signature may be reproduced in black or white. See page 15 for the Pantone colors, CMYK, RGB, and HEX values. The Country Pines, Inc. signature must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The letterforms have been arranged to work at different scales, so it is crucial that independent versions of the signature are not created from the typeface directly.
COUNTRY PINES, INC.
THE SIGNATURE | 6
1) The Preferred Lock-up
The Preferred Lock-up Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.� Two versions of Country Pines, Inc. lock-ups are available for use: 1) THE PREFERRED LOCK-UP: The two-line, centrallyaligned signature placed under the logomark is the preferred lock-up and should be used whenever possible in order to build equity around it. The preferred lock-up is intended for use on application where the width of the logomark is more than or equal to 1/2 inch (height of the preferred lock-up is more than or equal to 2 inches). Each lock-up defines the relationship of the logomark and signature and is designed for use in specific applications based on size, scale, and position of each element. The Country Pines, Inc. lock-ups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.
7 | THE PREFERRED LOCK-UP
The Preferred Lock-up Clearspace To maintain the integrity of the Country Pines, Inc. lock-ups, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lockup should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram on the left shows the correct amount of space that should surround the preferred lock-ups.
COUNTRY PINES, INC.
THE PREFERRED LOCK-UP CLEARSPACE | 8
2) The Alternate Lock-up
The Alternate Lock-up Each configuration that combines the logomark and signature in a defined relationship is referred to as a “Lock-up.” Two versions of Country Pines, Inc. lock-ups are available for use: 2) THE ALTERNATE LOCK-UP: The two-line, centrallyaligned signature placed on the right side of the logomark is the alternate lock-up and should be used whenever size contraints won’t allow the use of the preferred lock-up. The alternate lock-up is intended for use on application where the height of the logomark is less than 1/2 inch (height of the lock-up is less than 2 inches). Each lock-up defines the relationship of the logomark and signature and is designed for use in specific applications based on size, scale, and position of each element. The Country Pines, Inc. lock-ups must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The lock-up elements have been arranged to work at different scales, so it is crucial that independent versions of the lock-up are not created.
9 | THE ALTERNATE LOCK-UP
The Alternate Lock-up Clearspace To maintain the integrity of the Country Pines, Inc. lock-ups, a certain amount of space around the lock-up must be kept clear of competing visual elements. The area around the lockup should always provide ample space so that the balance and wholeness of the lock-up is not violated by the competing elements. The diagram on the left shows the correct amount of space that should surround the alternate lock-ups.
COUNTRY PINES, INC.
THE ALTERNATE LOCK-UP CLEARSPACE | 10
Abbreviated Wordmark The Country Pines, Inc. abbreviated logomark is developed to provide communicators with a restrictive, non-official use option that is bold and immediately recognizable with the organization. This version may be used in contexts where space constraints prohibit the use of the preferred or alternate lockups and the organization needs to be endorsed in a flexible manner (e.g. social media identity, embroidery). The abbreviated logomark is intended for use on applications that are less than or equal to 1 inch wide. The Country Pines, Inc. abbreviated logomark must always be used as a provided file, and never typeset by the user to ensure that the correct scale relationship and spacing are maintained. The elements of the abbreviated logomark have been arranged to work at different scales, so it is crucial that independent versions of the logomark are not created.
11 | ABBREVIATED WORDMARK
Abbreviated Wordmark Clearspace To maintain the integrity of the abbreviated logomark, a certain amount of space around the logomark must be kept clear of competing visual elements. The area around the logomark should always provide ample space so that the balance and wholeness of the logomark is not violated by the competing elements. The diagram on the left shows the correct amount of space that should surround the abbreviated logomark.
COUNTRY PINES, INC.
ABBREVIATED WORDMARK CLEARSPACE | 12
Montserrat A BCDE FGHIJKL M N O PQ R STU VWXY Z ab cdefghijklmn op qr st u vwxyz
Signature The Country Pines, Inc. signature uses the typeface Montserrat. This typeface should not be considered an everyday typeface, but should be reserved for the Country Pines, Inc. signature. Montserrar should only be used in uppercase letters, and never be set as running copy. Montserrat is designed by Julieta Ulanovsky and is free for commercial use. The typeface can be downloaded from: https://fonts.google.com/specimen/Montserrat For more information on the rights and licenses, please visit: https://fonts.google.com/specimen/Montserrat Note: The Country Pines, Inc. signature may never be manipulated or created directly from the typeface. The elements in the signature have been arranged to work at different scales. To ensure that the correct scale relationships and spacing are maintained, these elements must always be used as a provided file.
13 | SIGNATURE
Crimson Text
Secondary Typography
ABCDEFGHIJKLMN OPQRSTUVWXYZ
The combination of serif and sans serif typefaces offers modern, highly readable content and is considered a classic pairing for compatibility. Using this contrast from headline to body copy is a way to create visual interest and visual hierarchy to help the reader.
abcdefghijklmn opqrstuvwxyz
1) Crimson Text is designed by Sebastian Kosch and is free for commercial use. The typeface can be downloaded from: https://fonts.google.com/specimen/Crimson+Text
Open Sans ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz
COUNTRY PINES, INC.
For more information on the rights and licenses for Crimson Text, please visit: https://fonts.google.com/specimen/Crimson+Text 2) OpenSans is designed by Steve Matteson and is free for commercial use. The typeface can be downloaded from: https://fonts.google.com/specimen/Open+Sans For more information on the rights and licenses for Open Sans, please visit: https://fonts.google.com/specimen/Open+Sans Note: Be aware that every typeface variation— from font selection to weight to stylizing (italic, bold), to color to point size—adds a layer of emphasis. Too many variations can be hard to read and difficult to navigate.
SECONDARY TYPOGRAPHY | 14
Core Color Palette
Core Color Palette The Country Pines, Inc. identity system should be reproduced using the core color palette. In contexts where the use of core colors is not an option, or when core colors conflict with the application, the identity system may be reproduced in black or white.
Secondary Color Palette
Secondary Color Palette
When finding an appropriate secondary color, first reference the chosen secondary colors that are complimentary to the core colors. The secondary color palette anticipates the need for a fuller range of colors that works in conjunction with the core colors of the Country Pines, Inc. identity system. The secondary color palette may also be used for contexts where there is demand for a coordinated spectrum of related colors (e.g. website, print collaterals). Not all color combinations will work together, so this palette should be considered as an indication of the palette, but not an endorsement of all potential combinations possible within it. Please use this sampled color at your discretion.
Neutral Color Palette
Neutral Color Palette The neutral palette acts as a foundation that works with both core and secondary palettes. Ample use of white as a canvas with monochromatic blacks and grays for elements such as type and paragraph rules will give the primary and secondary palette vibrancy and prominence. NOTE: Pantone (PMS), CMYK, RGB and Hex values are provided and should be used in the appropriate context. Pantone and CMYK should be used for print collaterals; RGB and Hex values should be used online. Pantone colors are typically used for one-color print jobs, however the CMYK color values will be used for the majority of your print collaterals.
15 | COLOR PALETTE
Core Color Values
PMS: 160 U CMYK: 30, 60, 77, 14 RGB: 162, 105, 70 HEX: #A26946
PMS: Neutral Black U CMYK: 63, 59, 61, 41 RGB: 77, 72, 69 HEX: #4D4845
PMS: 369 U CMYK: 68, 17, 100, 2 RGB: 97, 159, 66 HEX: #619F42
Secondary Color Values
PMS: 304 U CMYK: 39, 0, 7, 0 RGB: 142, 220, 237 HEX: #8EDCED
PMS: 584 U CMYK: 21, 5, 75, 0 RGB: 208, 213, 101 HEX: #D0D565
Neutral Color Values
PMS: White U CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HEX: #FFFFFF
COUNTRY PINES, INC.
PMS: 432 U CMYK: 61, 50, 45, 15 RGB: 105, 108, 113 HEX: #696C71
PMS: Black U CMYK: 0, 0, 0, 100 RGB: 35, 31, 32 HEX: #231F20
COLOR VALUES | 16
Integrity of the Identity Design The Country Pines, Inc. identity is the official mark of the organization and should be rendered with utmost consistency and dignity. It should never be tweaked, stretched, or otherwise manipulated. This page shows typical mistakes to be avoided. No Stretching
No Cropping
No Tilting
Don’t Add Strokes
Don’t Adjust Spacing
Don’t Apply Filters
17 | INTEGRITY OF THE IDENTITY DESIGN
Identity Files Index
Each of these versions is provided in a color and a black & white option. All the files are provided in the following formats: JPG, PDF, and PNG. Notes for file format usage: - PDF files are intended for use with print. They are a scalable vector format, which doesn’t lose quality when printed in large or small sizes. Vertical_Lockup_BW.jpg Vertical_Lockup_BW.pdf Vertical_Lockup_BW.png
Vertical_Lockup_Color.jpg Vertical_Lockup_Color.pdf Vertical_Lockup_Color.png
Horizontal_Lockup_BW.jpg Horizontal_Lockup_BW.pdf Horizontal_Lockup_BW.png
Horizontal_Lockup_Color.jpg Horizontal_Lockup_Color.pdf Horizontal_Lockup_Color.png
Abbreviated_Wordmark_BW.jpg Abbreviated_Wordmark_BW.pdf Abbreviated_Wordmark_BW.png
Abbreviated_Wordmark_Color.jpg Abbreviated_Wordmark_Color.pdf Abbreviated_Wordmark_Color.png
- PNG is intended for your website. It is a transparent graphic, which means that it’s not attached to any background color or flattened. - JPG is also intended mostly for online use, but they have been saved at the highest quality, providing you flexibility in its use. JPG is a flattened graphic and contains a white background. Depending on your use, you may need to scale the JPG or PNG formats down to the size you need and optimize them for your specific use.
Two_Line_Signature.jpg Two_Line_Signature.pdf Two_Line_Signature.png
One_Line_Signature.jpg One_Line_Signature.pdf One_Line_Signature.png
Logomark_BW.jpg Logomark_BW.pdf Logomark_BW.png
COUNTRY PINES, INC.
Logomark_Color.jpg Logomark_Color.pdf Logomark_Color.png
IDENTITY FILES INDEX | 18