VISUAL IDENTITY GUIDELINES Updated 2.12.2016
VISUAL IDENTITY GUIDELINES Table of Contents 1. Introduction Basic Design Elements 2. Logo 2.1 Clear zone 2.2 Logo misuse 2.3 Sponsor logo lock-up 3. Colors 3.1 3.2 Logo color options 4. Font
1. INTRODUCTION Visual identity standards create a uniform visual language that minimizes the need for translation, and ensures that all Adaptive Spirit marketing materials are consistently recognizable in a variety of media and environments. Specifications, such as approved logo usage, colors, logo sizing and usage by application are addressed in this manual. Strength and consistency in an organization s look translates into strength and consistency in content ensuring messages are clearly heard and quickly understood. Standards allow for flexibility while providing a powerful visual shorthand. This manual is designed to be used as a tool in all of these endeavors. Standards also assist in reflecting an organization s brand strategy, message and professional image. In the case of Adaptive Spirit, our key brand traits are: Many of the final approved elements included in both the logo and marketing materials intentionally serve to reflect these qualities within the Adaptive Spirit brand. Mission Statement Adaptive Spirit is a not-for-profit trade association that focuses on building business relationships and effective networking practices in the telecommunications industry. Through initiatives that focus on education and networking, Adaptive Spirit champions the strength of business relationships with the result of creating a more profitable industry, all while supporting and funding the dreams of the athletes on the U.S. Paralympic Ski and Snowboard Team. networking professional educational informative accomplished competitive spirit supportive positive adaptive remarkable
2. LOGO This section contains multiple usage guidelines for the Adaptive Spirit logo. The logo is the visual display of our name and is rendered in a specific typeface that is not to be retypeset or recreated in any way. Our logo is the visual point of entry to our brand. Therefore, its consistent use is paramount to its success. Digital artwork for our logo is available upon approval for its use. Event year is locked up with logo. The solid line is equal to the width of Adaptive Spirit. Primary Logo Represents Adaptive Spirit organization. Secondary Year-specific logo Logo includes year of event separated by a line.
2.1 CLEAR ZONE A minimum amount of clear zone should always surround the logo. This design practice ensures sufficient visibility of the logo. In general, providing additional clear space around the logo will make it more distinct on the page. The clear zone is proportional to the size of the letter A as displayed below. = Clear Zone This minimum clear space is the distance of the height of the letter A from the outermost edges of the logo.
2.2 LOGO MISUSE The following are examples of incorrect usage of Adaptive Spirit logo. Do not alter logo in any way. Avoid outlined logo Avoid using logo in non-approved color Avoid backgrounds with no contrast Avoid altering icon Avoid scaling pieces of logo Avoid stretching logo Avoid breaking apart the elements of the logo Avoid cropping the logo Avoid drop shadows Do not use past logo
2.3 SPONSORSHIP LOGO LOCK-UP Sponsorship and partner logos are often seen in conjunction with the Adaptive Spirit logo. Follow the examples below when pairing multiple logos. A PROUD SUPPORTER OF Logos are separated by a clear zone spacing, which is equal to that of the size of the A in Adaptive. Is a proud supporter of ADAPTIVE SPIRIT 2016
3. COLOR The color palette is a key component that creates an impression that is both memorable and instantly recognizable in the minds of our key audiences. Each color has an equivalent PANTONE *, CMYK and RGB color formula. *PANTONE is a registered trademark of Pantone, Inc. The colors throughout this document may not match PANTONE. Refer to the current PANTONE Color Formula Guide for accurate hue and density match. Primary PMS PMS 633C CMYK Process 88-46-30-6 Black RGB 21-115-145 For diamond icon, use linear gradient at 90º: from 100-70-40-100 to 100-70-40-15 to 65-27-20-0 Secondary PMS PMS 207C PMS 390C PMS 512C CMYK Process 20-100-72-11 30-10-100-0 60-100-20-4 RGB 181-30-63 190-197-50 125-40-119
3.1 LOGO COLOR OPTIONS A variety of logo options are available in multiple color formats for when there are specific printing needs. The preferred option should be used whenever possible. Four-color process preferred One-color Pantone One-color process Black only White
3.1 LOGO COLOR OPTIONS continued A variety of logo options are available in multiple color formats for when there are specific printing needs. The preferred option should be used whenever possible. Four-color process preferred Two-color Pantone One-color Pantone One-color process Black only White Multi-color pending approval
4. FONT The use of our fonts help to unify the visual appearance of our brand s communication materials. The following are approved font families. Maven Pro Primary Used for headlines. Maven Pro Regular Maven Pro Medium Maven Pro Bold Maven Pro Black AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz Helvetica Light Condensed Primary Used for body copy. Helvetica Light Condensed Helvetica Light Condensed Oblique Helvetica Bold Condensed Helvetica Bold Condensed Oblique AaBbCcDdEaeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEaeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEaeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz AaBbCcDdEaeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz Substitute Type Family If the Type Family above does not appear in your computer s font menu, the following fonts may be used: Arial instead of Maven and Arial Narrow instead of Helvetica Condensed.
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