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FEBRUARY 201 8 Brand Guidelines

Author: dongoc

Post on 20-Jul-2018




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  • F E B R U A R Y 2 0 1 8

    Brand Guidelines

  • B R A N D G U I D E L I N E S

    Contents 1. Logo1.1. Clear Space

    1.2. Logo Variations

    1.3. Minimum Size

    2. Brand Elements2.1. Tagline

    2.2. Message and Separator

    2.3. Frame

    3. Colors

    4. Typography4.1. Alternate Typefaces

    5. Imagery5.1. Illustration

    5.2. Dos and Donts

    6. Icon6.1. Product Icons

    7. Brand Personalityand Tone

  • B R A N D G U I D E L I N E S L O G O

    1. LogoThe Chrome River logo is versatile for use in all web, screen, and print materials.

  • B R A N D G U I D E L I N E S L O G O C L E A R S P A C E

    1.1. Logo Clear SpaceClear space is the area surrounding the logo that must be kept free of any text or graphic elements. By leaving ample space around the logo, we make sure it stands out on all of our communications.

    Clear space is measured by the height and width of the letter O in our logo.

  • B R A N D G U I D E L I N E S L O G O V A R I AT I O N S

    Reversed Logo

    1.2. Logo VariationsFor complete versatility, the logo can also be reproduced in reversed and one color formats.

    Use the reversed format when the background is a solid color, dark enough to support the logo rendered in River Blue color. When paired with the River Blue colored background, the on-blue logo makes a bold statement - use it when it is the dominant graphic element on a particular layout.

    The one color version should only be used in mediums with limited color support.

    On Blue

    One Color

  • B R A N D G U I D E L I N E S M I N I M U M S I Z E

    1" or 100 px

    1.5" or 150 px

    1.3. Minimum SizeThe master logo should never be less than 1 in print and less than 100 pixels in digital applications.

    When used together with the tagline, those minimum dimensions become 1.5 and 150 pixels.

  • B R A N D G U I D E L I N E S B R A N D E L E M E N T S

    2. Brand ElementsOur brand employs a number of dierent graphic elements to support our logo and expression. Just like our logo, these elements should always be used in a consistent manner.

  • B R A N D G U I D E L I N E S TA G L I N E

    2.1. TaglineWhen displayed together with the logo, the tagline is the only element that can pe positioned inside the logos clear space.

    Always maintain the size relationship and positioning of the tagline relative to the logo.

    The tagline can also be used as a stand-alone element. Always use it as a graphic and dont try to replicate it using plain text.

  • B R A N D G U I D E L I N E S M E S S A G E A N D S E P A R AT O R

    2.2. Message and SeparatorOur main message is typically presented along with our wavy line separator and tagline. Make sure to maintain the size relationship and positioning of these elements relative to one another.

    The main message is set in Neo Sans Bold.

    The separator can also be used as a stand-alone element. It creates separation between dierent content sections. Do not revert, rotate, extend, or otherwise modify the separator.

  • B R A N D G U I D E L I N E S F R A M E

    2.3. FrameThe incomplete frame is a visual mechanism for adding visual focus to our messaging. It is used in a question-answer format and its presentation and break points should be consistent throughout all of our materials. The cut at the bottom can be used to position a call to action.

    The question is set in Neo Sans Bold.

    The answer is set in Myriad Regular, uppercase.

  • B R A N D G U I D E L I N E S C O L O R S

    3. ColorsRiver Blue is our main color. It denes the brand. It should be complemented by O White. Together, these should account for 50% or more of the entire visuals.

    Aqua, Earth, and Indigo are complementary accent colors. Their use should be limited. Red Accent is the most visible accent color and should be used sporadically - maximum one instance per layout.

    O Black should be used primarily for headings and text.

    All colors can be used with various degrees of transparency. O White can be darkened slightly in applications where contrast reproduction can be an issue.

    River BluePantone: 639 CCMYK: 100-10-0-10RGB: 0-144-207HEX: #0090CF

    O WhitePantone: 7541 CCMYK: 2-0-1-4RGB: 242-246-243HEX: #F2F6F3

    AquaPantone: 3272 CCMYK: 90-5-45-0RGB: 75-166-158HEX: #4BA69E

    EarthPantone: 556 CCMYK: 64-15-55-0RGB: 124-166-135HEX: #7CA687

    IndigoPantone: 7462 CCMYK: 100-70-20-5RGB: 49-87-140HEX: #31578C

    O BlackPantone: 426 CCMYK: 79-64-60-63RGB: 41-48-51HEX: #293033

    AccentPantone: 7416 CCMYK: 3-76-72-0RGB: 204-102-82HEX: #CC6652

  • B R A N D G U I D E L I N E S T Y P O G R A P H Y

    4. TypographyThe primary typeface is NeoSans.It is an ultra modern sans-serif, while still versatile and functional. It can be used in all web, screen, and print communications, in a multitude of dierent sizes. However, it works best in limited quantities so use it mainly for headings.

    The complementary typeface is Myriad.It should be used for body text and small headings.

    Both typefaces can be used in Light, Regular, Medium, Bold, and Black weights.




    (.,:;?!#$&@*) 0123456789AaMyriad


    abcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789Aa

  • B R A N D G U I D E L I N E S A LT E R N AT E T Y P E F A C E S

    4.1. Alternate TypefacesIn situations where the brand typefaces are not available, they can substituted with Arial (Helvetica). Arial / Helvetica

    ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz(.,:;?!#$&@*) 0123456789Aa

  • B R A N D G U I D E L I N E S I M A G E R Y

    5. ImageryImagery plays a powerful role in all brands. It is the rst thing people focus on.

    The key word here is 'genuine'. Photos that feel real tend to connect better with the audience as opposed to cliche stock concepts. The scenes presented should be ones that the audience might encounter in their everyday lives. We want real people and real life situations, not immaculate skin, blinding white teeth, and smiles for no reason.

    Inanimate objects can be used as well but the same principles apply - the more real the scene feels, the better. Details of an object can usually tell a more intimate story too, than a wider shot.

    Heavy post-processing eects are also to be avoided.

  • B R A N D G U I D E L I N E S I L L U S T R AT I O N

    5.1. IllustrationOur design style is at with only a few strategically placed shadows for added visual focus. Our illustrations should have a similar style. In other words, no heavy gradients, no 3D graphics, no over-use of drop shadows. We're looking for clean lines and generous areas of solid colors.

    It helps if the color palette is similar to our own but that's not necessarily a requirement.

  • B R A N D G U I D E L I N E S D O S A N D D O N ' T S

    5.2. Dos and Don'ts - Business

    Do Dont

  • B R A N D G U I D E L I N E S D O S A N D D O N ' T S

    5.2. Dos and Don'ts - Technology

    Do Dont

  • B R A N D G U I D E L I N E S D O S A N D D O N ' T S

    5.2. Dos and Don'ts - Travel

    Do Dont

  • B R A N D G U I D E L I N E S I C O N

    6. IconThe CR particle can be used as an icon representing Chrome River, its website or app.

    Whenever possible it should be used with a blue background. A blue & black transparent version is also provided for situations that require it.

    Chrome River Chrome River

  • B R A N D G U I D E L I N E S P R O D U C T I C O N S

    6.1. Product IconsEach of our products has an associated icon and color. The icons should remain consistent in all product representations. They can be placed against a colored background or they can stand alone.

    The color coding is optional but should be used whenever the icons or their backgrounds are represented in color.

    The suggested type treatment for our product names should also remain consistent whenever possible.

    ExpenseCMYK: 75-43-20-0RGB: 75-128-166HEX: #4B80A6

    InvoiceCMYK: 66-17-40-0RGB: 91-166-160HEX: #5BA6A0

    AuditCMYK: 71-27-31-0RGB: 75-151-166HEX: #4B97A6

    AnalyticsCMYK: 82-44-34-7RGB: 49-117-140HEX: #31758C

  • B R A N D G U I D E L I N E S P E R S O N A L I T Y A N D T O N E

    7. Personality and ToneChrome Rivers brand strikes a balance between the irreverent tone of start-ups and the often corporate, more buttoned-down personality of larger organizations. Our goal is to represent Chrome River as the trustworthy and respected expert in the market, yet friendly, approachable and dedicated to our customers success. We are an agile innovator, but dont carry the risk of working with a smaller, early-stage company. We have the background, capabilities, and scale to support the needs of the largest and most sophisticated global organizations, but we arent unapproachable or unwilling to work with our customers specic requirements.

    We want to be viewed as a true partner for our customers. An organization that they can rely on to deliver solutions that will drive long-term benets, and one that will listen to their suggestions and concerns, and enable them to be successful for many years.