Logo Standards The Salem Identity The Salem Communications brand name and logo are the most important elements we use to identify and distinguish us from the competition, help create the positive impressions people associate with our company - and to convey our distinctive personality. When people see our logo, they know what to expect. If we want to strengthen our brand image, we must all use the same standards consistently. Over time, our consistent communications will help us achieve our marketing objectives. This section presents a broad outline of the basic identity elements that are used in Salem s communication materials. Whether we are using or creating stationary, literature, signs, promotional material or advertising, we will need to use at least one of the identity standards in this section. For a specific application, please consult the appropriate section. The Use of the Logo The Salem Logo Color Correct Color Usage Use of the Logo The logo should be on all printed corporate material. In case of a multi-page brochure, it should be on the cover even if it is not on every page. The elements of the logo should always be used together as illustrated. No other words or symbols should be added to the logo. Whenever possible, the logo should be represented in the official color of Pantone 647. The logo may also be represented in black or white (reversed). Depending on the needs of the specific project, the logo can be represented in any other single color compatible with the type of materials being presented, and in good taste. The words Salem Communications should not be typeset, altered or redrawn. Original art and electronic versions of the logo can be obtained from the Marketing Communications Department. Always use the Salem logo with the trademark TM. Do not use more than one Salem logo on a page of material. Note: Station and other entities usage of the Salem logo will be detailed in future sections of this guide.
Color Specifications The Salem Logo Color The Salem name and trademark should be printed, whenever possible in Pantone 647. The logo should look exactly the same in every application, whether printed, painted, dyed or any other use. Pantone 647 Pantone Matching System Formula Process Color Formula Cyan: 94% Magenta: 43% Yellow: 0% Black: 38% A neutral gray has been selected as an acceptable alternative to the Salem blue for use in projects where the Salem logo is not the primary logo - station advertising, etc. Pantone 430 Pantone Matching System Formula Process Color Formula Cyan: 6% Magenta: 0% Yellow: 0% Black: 47%
Correct Color Usage Consistent use of the logo and the house color are very important for proper identification. The logo can be printed on a background color. This color should show through the lettering (that is, no whiteouts). If the background color is too dark the whole logo can be printed as white (reversed out to allow the paper color to show). Some logo applications or special circumstances may prevent this. In order to provide for flexibility, the brand mark may be printed in a single color. This may be black, or depending on the needs of the specific project, in any other single color compatible with the type of materials being presented and in good taste. An example would be the use of the logo as a gold imprint on a specialty promotional item or award. The color of the elements should never be replaced or swapped. Do not attempt to recreate this logo. Please use the digital files provided on the cd in back of this manual. 1. Black and white version 2. Reversed 3. PMS ink color (1 color) Pantone 647 Process ink color Cyan: 97% Magenta: 43% Yellow: 0% Black: 38% 4. Process Color on black or dark backgrounds.
Minimum Clear Area The Salem logo must always have minimum clear area equal to 1/2 the logo height surrounding the logo. This clear area should be transparent and remain clear of any text, active imagery or page trim. Backgrounds with little or no activity should appear through the clear area. 1/2 X x 1/2 X 1/2 X 1/2 X Incorrect Usage Examples Do not place text or graphics in the clear area.
Incorrect Logo or Color Usage 1. Color used incorrectly 2. Salem Communications typeset separately Salem Communications 3. Logo enclosed in a box 4. Logo stretched or out of proportion 5. Low resolution or poor reproduction 6. Trademark without Salem Communications 7. Logo with special effects 8. Trademark used as the S in Salem. alem