LUCID Corporation Identity Style Guide Version 1 Lucid Corporation Identity Style Guide Colors 1
Contents 21 LOGOS COLORS FONTS 4 26 Lucid Corporation Identity Style Guide Colors 2
LOGOS Lucid Corporation Identity Style Guide 3
Primary Logotype Lucid Black Hex# 0F0D08 R15 G13 B8 C72 M67 Y68 K85 White Hex# FFFFFF R255 G255 B255 C0 M0 Y0 K0 4
1/2 of Height Clear Space In order to preserve the cleanliness of the mark, no other logos, type or other graphic elements should crowd its immediate area. The minimum clear space Height=1 required around the logotype is equal to 1/2 of the height of the logotype. 1/2 of Height 1/2 of Height 1/2 of Height 5
Secondary Logotype In certain instances you may use the stacked version of the LUCID logo. Notice the typeface is centered below the mark, with spacing that is equal to the letter D stacked 2X between the mark and the typeface. 6
Logo Color Use The rules are simple: Use the LUCID black and white color scheme, or apply a white or black mark to one of our neutral backgrounds. Contrast is important, so never use a white logo against a lighter grey background, or a black logo against a darker grey. See page 27 for our neutral palette. 7
Primary Logotype Proof Red Hex# AA0011 R171 G0 B18 C22 M100 Y100 K16 8
1/2 of Height Clear Space In order to preserve the cleanliness of the mark, no other logos, type or other graphic elements should crowd its immediate area. The minimum clear space Height=1 required around the logotype is equal to 1/2 of the height of the logotype. 1/2 of Height 1/2 of Height 1/2 of Height 9
Secondary Logotype In certain instances you may use the stacked version of the Proof logo. Notice the typeface is centered below the mark, with spacing that is equal to the letter P laying down and stacked 2X between the mark and the typeface. 10
Logo Color Use The rules are simple: Use the LUCID black and white color scheme, or choose one color from the Proof Red palette and stick with it. For example, use Proof Red on a white or neutral background, or a white logo against a Proof Red background. Contrast is important so never use Proof Red on a black or dark background, because it s hard on the eyes. See page 24 for our neutral palette. Faux Pas: Never stack multiple Proof Reds on top of each other (e.g. Proof Red Logo on a Proof Crimson background). 11
Primary Logotype Federated Green Hex# 2DB200 R46 G178 B0 C77 M0 Y100 K0 About 12
1/2 of Height Clear Space In order to preserve the cleanliness of the mark, no Height=1 other logos, type or other graphic elements should crowd its immediate area. The minimum clear space required around the logotype is equal to 1/2 of the height of the logotype. 1/2 of Height 1/2 of Height 1/2 of Height 13
Secondary Logotype In certain instances you may use the stacked version of the Federated Sample logo. Notice the typeface is centered below the mark on two separate lines, the spacing that is equal to the letter E laying down and stacked 2X between the mark and the typeface, and 1X between the words Federated and Sample. 14
Logo Color Use The rules are simple: Use the LUCID black and white color scheme, or choose one color from the Fed Green palette and stick with it. For example, use Fed Green on a white or neutral background, or a white logo against a Fed Green background. Contrast is important so never use Fed Green on a black or dark background, because it s hard on the eyes. See page 24 for our neutral palette. Faux Pas: Never stack multiple Fed Greens on top of each other (e.g. Fed Green Logo on a Fed Jasper background). 15
Primary Logotype Fulcrum Blue: Hex# 1E70DD R31 G112 B222 C80 M57 Y0 K0 16
1/2 of Height Clear Space In order to preserve the cleanliness of the mark, no other logos, type or other graphic elements should crowd its immediate area. The minimum clear space required around the logotype is equal to 1/2 of the Height=1 height of the logotype. 1/2 of Height 1/2 of Height 1/2 of Height 17
Secondary Logotype In certain instances you may use the stacked version of the Fulcrum logo. Notice the typeface is centered below the mark, with spacing that is equal to the letter U laying down and stacked 2X between the mark and the typeface. 18
Logo Color Use The rules are simple: Use the LUCID black and white color scheme, or choose one color from the Fulcrum Blue palette and stick with it. For example, use Fulcrum Blue on a white or neutral background, or a white logo against a Fulcrum Blue background. Contrast is important so never use Fulcrum Blue on a black or dark background, because it s hard on the eyes. See page 24 for our neutral palette. Faux Pas: Never stack multiple Fulcrum Blues on top of each other (e.g. Fulcrum Blue Logo on a Fulcrum Refraction background). 19
COLORS Lucid Corporation Identity Style Guide 20
Lucid Black C72 M67 Y68 K85 R15 G13 B8 Hex# 0F0D08 Lucid Primary Color Palette White C0 M0 Y0 K0 R255 G255 B255 Hex# FFFFFF Lucid Corporation Identity Style Guide Colors 21
Proof Red C22 M100 Y100 K16 R171 G0 B18 Hex# AA0011 Proof Primary and Secondary Color Palette Proof Heat C4 M100 Y38 K0 R229 G24 B55 Hex #E51837 Proof Crimson C21 M97 Y89 K12 R97 G0 B0 Hex #610000 Lucid Corporation Identity Style Guide Colors 22
Federated Green C77 M0 Y100 K0 R46 G178 B0 Hex# 2DB200 Federated Sample Primary and Secondary Color Palette Fed. Jade C20 M0 Y40 K0 R207 G229 B174 Hex #D0E5AD Fed. Jasper C78 M44 Y98 K47 R44 G75 B36 Hex #2C4B24 Lucid Corporation Identity Style Guide Colors 23
Fulcrum Blue C80 M57 Y0 K0 R31 G112 B222 Hex# 1E70DD Fulcrum Primary and Secondary Color Palette Fulcrum Reflection C5 M2 Y1 K0 R249 G242 B247 Hex #EFF2F7 Fulcrum Refraction C88 M75 Y43 K36 R41 G57 B83 Hex #293953 Lucid Corporation Identity Style Guide Colors 24
Neutral Palette 60% Black 60 30% Black 30 15% Black 15 7% Black 07 R128 G130 B133 R188 G190 B192 R220 G221 B222 R237 G237 B238 C0 M0 Y0 K60 C0 M0 Y0 K30 C0 M0 Y0 K15 C0 M0 Y0 K7 Hex #808285 Hex #BCBEC0 Hex #DCDDDE Hex #EDEDEE Lucid Corporation Identity Style Guide Colors 25
FONTS Lucid Corporation Identity Style Guide 26
Large Headlines Sofia Pro Sophia Pro is our logo typeface. It is available on Pull-Quotes Adobe Typekit or you can purchase a desktop and web font license on FontSpring. Standout-Text Communicating the Lucid Personality Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!!@#$%&*(){}[]?/ :; Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!!@#$%&*(){}[]?/ :; Lucid Corporation Identity Style Guide Fonts 27
Smaller Type / Body Copy Rae laboriatur sitiatiunt fugiam ad utest vendias excepre verferf eratur? Qui ad que resequiam, ilit, il maiore, odignam ex estrum asitati nim dolenihit es estis nis idigenem rem voluptatus nulpa non poritasi ommodit istotatem in repe pa nobis eum est et fugitius.am lictume ndiatias voluptae asped que etusani hilleseque vel mi, con nos perchitior aut ut molorei ctotate et aute pliquam suntiandit faccae vid minihitae voluptasped que endi ium repratur magnienda nia denis venis atectotae corunt et vent que nihictatur aut labo. Ossusae rehene re perferferio. Nonet quae paribus elendam faccusamus. Vciliquatia dessequaepro volorep ererfernam. Detail Text 1 Benjamin Franklin (January 17, 1706 April 17, 1790) was one of the Founding Fathers of the United States. + Informational + Legibility + Readability Helvetica Helvetica is our standard system font, which should be used for smaller type and body copy. Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!!@#$%&*(){}[]?/ :; Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!!@#$%&*(){}[]?/ :; Lucid Corporation Identity Style Guide Fonts 28
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