style guide 09 30 13
DESCRIPTION
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BRAND STANDARDS09.18.13
Brand Overview
Logotype Specifications
Logomark Specifications
Tagline Placement
Subsidiary Branding
Typography Palette
Color Palette
Icon Sets
Brand in Context
CONTENTS
BR AND OVERVIEW: WHAT IS VENLY?
POWER OF COMMUNITY +USER FRIENDLY APPROACH
Venly’s name draws inspiration from the
overlapping strength of a Venn Diagram
and our emphasis on a user-friendly
approach to community building through
social media.
A Venn Diagram of Venly would illuminate
the overlapping spheres of commerce,
collaboration, and content found within
communities. The user- friendly aspect of
our name comes from the recognition that
mass adoption of digital technology
depends on its simplicity.
BR AND OVERVIEW: What is Venly?
BR AND OVERVIEW: THE VENLY TREE
FROM THIS CORE COMES A SEED FOR CHANGE
The Venly Tree is a symbol across cultures
of life and strength. It is rooted in nature
but always reaching out. A tree is contin-
ually growing and renewing itself through
the seasons. It is capable of living forever
through its fruit that go on to seed new
growth. It is a natural shelter where com-
munities around the world and through-
out history have tended to gather. It is a
metaphor often used to represent both
venerable wisdom and the organization of
knowledge into branches.
BR AND OVERVIEW: The Venly Tree
BR AND OVERVIEW: THE MISSION
Venly, Inc. is a Cambridge, MA-based global
provider of Member Resource services and
software. Venly trains and certifies recent
college graduates and returning veterans
so they can help local businesses grow
and create jobs, as they strengthen their
communities through social media.
Venly provides essential in-person training,
inculcates the daily discipline necessary
to use it well, and offers the Internet-based
tool set necessary for local businesses to
reach more customers at a lower cost.
At its core, Venly’s mission is to help local
businesses grow.
BR AND OVERVIEW: The Mission
LOGOT YPE
The Venly logotype begins with a “V,”
formed by the base of the Venly tree.
The remaining letterforms are a custom
edit of Google’s typeface, Pacifico, a
script font by Vernon Adams. The use of
script brings a Hi-Touch, human-centric
feel to the brand and emphasizes the
emphasis on user-friendliness.
LOGOT YPE: Over view
Logotype can be printed in one color on a light
background:
(Black + Black or Charcoal + Charcoal)
Logotype can also be printed in two colors:
(Black + Venly Green or Charcoal + Venly Green)
LOGOT YPE: COLOR APPLICATIONS
LOGOT YPE: Light Background
Logotype can be printed in one color on a dark back-
ground: (White + White)
Logotype can also be printed in two colors:
(White+ Venly Green)
LOGOT YPE: Dark Background
Logotype is used in conjunction with a
stacked tagline set in Oswald for the ma-
jority of instances. This format increases
the sizing options of the logo in use.
In rare cases such as the printed business
card the tagline is arranged on one line.
This format should be used sparingly due
to the potential disconnect between “Help-
ing Local” and “Businesses Grow”.
LOGOT YPE: Tag Line
LOGOT YPE: TAG LINE
The Tagline should never be scrunched
underneath the logotype, pushed to
three lines, or tucked after the “y”.
LOGOT YPE: Tag Line
LOGOMARK
The Venly Tree is formed from the core of a
hexagonal, Venn Diagram and the “Venly V”.
This forms a visual marriage between Venly
and local communites and is a constant
reminder of the weighted responsibilites
accompanying that bond.
LOGOMARK: Over view
LOGOMARK: Light Background
Acceptable color applications for logomark:
Venly Green + Charcoal Black + Black
Unacceptable color applications for logomark:
Venly Green + Venly GreenGrey + Charcoal
LOGOMARK COLOR APPLICATIONS
LOGOMARK: Dark Background
Acceptable color applications for logomark:
Venly Green + White White + White
Unacceptable color applications for logomark:
Venly Green + Venly GreenGrey + Grey Grey + White
LOGOMARK SIZING SPECIFICATIONS
LOGOMARK: Sizing Specifications
Logomark maintains white
border to the 1” size.
At sizes smaller than 1”
the logomark drops white
SUBSIDIARY ELEMENT LOGOS
LOGOMARK: Subsidiar y Element Logos
Subsidiary brand elements such as the
Venly Institute, Venly OpCenter, and Venly
Social Score are represented by a typo-
graphical addition to the Venly logotype.
The type should always start in the “nook”
of the “y” to prevent visual overlap with
the brand tag-line.
LOGOMARK: Subsidiar y Element Logos
The OpCenter branding utilizes the same
format. City specifics are listed underneath
“OpCenter” to maintain visual congruency
across the entire system.
T YPOGR APHY PALE T TE
T YPOGR APHY PALE T TE: Primar y Typeface
The Primary Venly Typeface is Oswald, an
open-sourced, Google font family.
Oswald is a reworking of the classic style
historically represented by the ‘Alternate
Gothic’ sans serif typefaces. The charac-
ters of Oswald have been re-drawn and
reformed to better fit the pixel grid of
standard digital screens. It is designed to
be used freely across the internet by web
browsers on desktop computers, laptops
and mobile devices.
OSWALD BOLD
OSWALD BOOK
OSWALD LIGHT
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9
T YPOGR APHY PALE T TE: Secondar y Typeface
The Secondary Venly Typeface is Open
Sans, an open-sourced, Google font family.
Open Sans is a humanist sans serif typeface
designed by Steve Matteson, Type Director
of Ascender Corp. This version contains the
complete 897 character set, which includes
the standard ISO Latin 1, Latin CE, Greek
and Cyrillic character sets. Open Sans was
designed with an upright stress, open forms
and a neutral, yet friendly appearance. It was
optimized for print, web, and mobile inter-
faces, and has excellent legibility character-
istics in its letterforms.
OPEN SANS REGUL AR
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
OPEN SANS ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
OPEN SANS BOLD
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
OPEN SANS BOLD ITALIC
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
T YPOGR APHY EX AMPLE: PAIRINGS
H E A D L I N E ( B o l d , 1 8 p t )This is an example of body text. This is an example of
body text. This is an example of body text. This is an
example of body text. This is an example of body text.
This is an example of body text. This is an example of
body text. This is an example of body text. This is an
example of body text. This is an example of body text.
This is an example of body text. This is an example of
body text. This is an example of body text. This is an
example of body text. This is an example of body text.
This is an example of body text. This is an example of
body text. (Open Sans Regular, 12/24 pt)
T YPOGR APHY PALE T TE: Positive E xample
When pairing a headline with body copy the
headline should always be set in Oswald and
the text in Open Sans.
HEADLINE EX AMPLE (Bold, 18pt)
T his is an example of body text. T his is an example of body text. T his
is an example of body text. T his is an example of body text. T his is
an example of body text. T his is an example of body text. T his is an ex-
ample of body text. T his is an example of body text. T his is an example
of body text. T his is an example of body text. T his is an example of
body text. T his is an example of body text. T his is an example of body
text. T his is an example of body text. T his is an example of body text.
T his is an example of body text. T his is an example of body text. T his
is an example of body text. T his is an example of body text.
(Oswald Light, 12 /24 pt )
T YPOGR APHY PALE T TE: Negative E xample
When pairing a headline with body copy
the headline should never be set in
Open Sans or the the text in Oswald for
legibility reasons.
T YPOGR APHY EX AMPLE: DISPL AY T YPE VS. BODY T YPE
T YPOGR APHY PALE T TE: Display Type Vs. Body Type
H E A D L I N E ( B o l d , 1 4 p t )This is an example of body text. This is an example of body text.
This is an example of body text. (Open Sans Regular, 10/18 pt)
HEADLINE (Bold, 24pt)This is an example of body text. This is an
example of text. (Open Sans Regular, 12/24 pt)
HE A D L INE ( B o l d , 24 p t )This is an example of body text. This is an example of
body text. (Open Sans Regular, 12/24 pt)
Acceptable sizing pairs:
18 pt Headline + 10 pt Body
24 pt Headline + 12 pt Body
36 pt Headline + 14 pt Body
*Body copy should never be smaller than
10 pt or larger than 14 pt.
T YPOGR APHY PALE T TE: Display Type Vs. Body Type
AWESOME E VENT
POS T ER E X AMPLE
9.18.13
Display type (Oswald) is used for titles,
headings, and sub-headings. If deciding
between display type (Oswald) and body
type (Open Sans), use the “Two-Sentence
Rule.” If the selected text requires more
than one period, it is body copy and
should be set in body type (Open Sans).
When differentiating between headers and
sub-headers the utilization of Oswald Bold
vs. Oswald Light weights, color, or sizing
can be helpful.
COLOR PALE T TE: VENLY GREEN
COLOR PALE T TE: Venly Green
Venly Green:
c73m6y70k0
#36BB87
*Venly Accent Green:
c71m0y28k34
#30A678
*Venly Accent Green is for use in shadows,
web and mobile buttons, and other secondary
purposes only. It is never used by itself.
COLOR PALE T TE: Venly Green
The updated Venly Green is fresh, current,
and energetic. Shown here are examples of
similar shades of green being utilized in a
web and social media context. By using a
similar visual voice, Venly is placed on the
same platform.
COLOR PALE T TE: SUPPORTING COLORS
COLOR PALE T TE: Suppor ting Colors
Venly utilizes two shades of gray. The
90% gray is purposed for the monotone
logo-mark and logotype, headlines, body
copy, and color backgrounds. The 15% gray
is primarily used for sub-headers, and
occasionally as an accent in info-graphics
and illustrations.
90% Grey:
c0m0y0k90
#333333
45% Grey:
c0m0y0k45
#8C8C8C
Venly accent colors are used primarily to
highlight social media icons, but can also be
used in info-graphics, illustrations, and other
brand collateral.
Venly Red:
c0m80y56k0
#F1595F
Venly Blue:
c70m11y12k0
#109FBF
COLOR PALE T TE: Suppor ting Colors
ICON SE T: VENLY ROLES
1. 2. 3.
1. The local business
Local business is represented by a simplified store-front icon. This icon serves to represent the multitude of businesses and services Venly serves.
2. The chamber of commerce
The chamber of commerce is represented by community members at a round table. This brings the focus not to the antiquated concept of the chamber, but to how Venly envisions they will serve in the future—as a human network.
3. The Venly fellow
The Venly fellow is represented by a familiar user profile. This icon displays a friendly and approachable demeanor,but
remains age, gender, and race neutral.
There are three roles in the Venly process:
ICON SE T: Venly Roles
ICON SE T: VENLY ROLE ICONS
ICON SE T: Venly Role Icons
Role icons can be featured in either Venly
Green (with accent green shadows) or in
45% grey (with 60% grey shadows). v
ICON SE T: Venly Role Icons
Icons should not be utilized separately
from the Venly core unless integrated into
an illustration or info-graphic to maintain
consistency.
If an occasion occurs where this is the
case, shadows should never be used.
ICON SE T: BIG 10 CHANNELS
ICON SE T: Big 10 Channel Icons
Venly focuses it ’s attention around 10 major social media channels:
Google+
Yelp
Engagement and Deals
Wikipedia
YouTube
Foursquare
ICON SE T: BIG 10 CHANNELS
Venly focuses it ’s attention around 10 major social media channels:
Google+
Yelp
Engagement and Deals
Wikipedia
YouTube
Foursquare
ICON SE T: Big 10 Channel Icons
BR AND IN CONTEXT
BR AND IN CONTEXT: Logotype
The Venly logotype speaks a similar language to its competitors, while stillremaining unique and memorable.
BR AND IN CONTEXT: Logomark
The Venly logomark has the same level of formal simplicity as its competitors. As social media icons are often utilized at small sizes, this simplicity is vital for clarity across platforms.
PRINT MATERIAL
PRINT COLL ATER AL: Poster
Examples of the Venly print material in-cluding Business Cards and Letterhead.
PRINT COLL ATER AL: POSTER
PRINT COLL ATER AL: Poster
PRINT COLL ATER AL: Poster
The Venly logomark has the same level of formal simplicity as its competitors. As social media icons are often utilized at small sizes, this simplicity is vital for clarity across platforms.
PRINT COLL ATER AL: BROCHURE
PRINT COLL ATER AL: Brochure
PRINT COLL ATER AL: Brochure
PRINT COLL ATER AL: BUSINESS CARDS, Internal
PRINT COLL ATER AL: Business Card, Internal
The business cards for Internal Operations are two-sided with the back side featuring the Venly logo.
PRINT COLL ATER AL: Business Card, Internal
The back of Internal Operations cards feature the name in 10 pt Oswald and the role, email, phone, and company website in 8pt Open Sans.
PRINT COLL ATER AL: BUSINESS CARDS, Fellow
PRINT COLL ATER AL: Business Card, Fellow
The business cards for fellows are single sided to decrease printing costs and feature both the Venly and local chamber logo. Customization is also added via the title area.
The fellow name and role are set in 10 pt Open Sans Bold and the role, email, phone, and company website in 10pt Open Sans.
PRINT COLL ATER AL: Business Card, Fellow