ch branding-guidelines (05.12.2013)

BRANDING GUIDELINES

WORK-IN-PROGRESS

The contents of this document represent a compilation of design guidelines for the future identity of City-Hydroponics, LLC.

As of 05.12.2013 the following standards are still in the process of being finalized.

BRANDING GUIDELINES [05.12.2013]

page 01

TAGLINES

EXISTING & SHOULD MOST LIKELY CONTINUE TO BE USED:

“INNOVATIVE URBAN FARMING”

INTRODUCED IN INFORMATIONAL PAMPHLET:

“We want to help you add a little green to your City + your Lives.”


page 02

SIGNATURE

The signature is comprised of a custom typographical treatment for the name “City-Hydroponics.” It currently lives in the form of either: (1) an isolated “city-Hydroponics” text, or (2) aforementioned text that is supplemented with a monochromatic “sprout” graphic of the same color.

Form 1:

Form 2:*

*The right-hand iteration of Form 2 interested the client, but the condition of the “city” text living on top of the extended line of the “H” still needs to be addressed if it is to be used.


page 03

INCORRECT USAGE

The signature should never be represented in different proportions or config-urations. Colors other than the brand’s corporate colors should never be used; use of more than one color at a time is non-negotiable.

NO NO

NO NO

NO NO

NO NO

NO NO


page 04

BRAND COLORS

city-Hydroponics’ primary logotype color is white, but the following colors are the colors that currently are heavily utlilized in both print and electronic media. (NOTE: RGB values are preferred values; others are provided for convenience.)

PMS 425CRGB 93 / 93 / 93CMYK: 62 / 54 / 53 / 26HEX: #5D5D5D

PMS 123CRGB 251 / 197 / 48CMYK: 62 / 54 / 53 / 26HEX: #FEC530

x x x x x x x x x x x x x

BRANDING GUIDELINES

PMS 576CRGB 128 / 158 / 62CMYK: 55 / 22 / 100 / 3HEX: #809E3E

PMS 425 C

PMS 123 C

PMS 576 C


page 05

BRAND BACKGROUNDS

In addition to the aforementioned Brand Colors, city-Hydroponics employs the use of various colored backgrounds. These backgrounds [when used in sequence] are used to portray a progression of time; from brighter/earlier to darker/later. (NOTE: RGB values are preferred values; others are provided for convenience.)

PMS 7458 CRGB 110 / 186 / 204CMYK: 55 / 9 / 16 / 0HEX: #6EBACC

PMS 628 C RGB 179 / 218 / 227CMYK: 28 / 3 / 8 / 0HEX: #B3DAE3

PMS 543 CRGB 165 / 192 / 228CMYK: 34 / 17 / 0 / 0HEX: #A5C0E4

PMS 7681 CRGB 143 / 158 / 208CMYK: 44 / 33 / 0 / 0HEX: #8F9ED0

PMS 7455 CRGB 69 / 92 / 171CMYK: 82 / 71 / 0 / 0HEX: #455CAB

PMS 628 C

PMS 543 C

PMS 7458 C

PMS 7681 C

PMS 7455 C


page 06

ICON / MARK

The icon currently comprises of either (1) the city-Hydroponics “sprout” graphic, or (2) a custom typographical treatment for the capital “H”. Whatever the medium or material used, all graphic elements of the icon must be present and maintained the same.

SPROUT GRAPHIC:

CUSTOM CAPITAL “H”:


page 07

BRAND COLORS

city-Hydroponics’ primary icon color is white, but the following colors are the colors that currently are heavily utlilized in both print and electronic media. (NOTE: RGB values are preferred values; others are provided for convenience.)




PMS 425 C

PMS 123 C

PMS 576 C




PMS 425 C

PMS 123 C

PMS 576 C


page 08

TYPOGRAPHY

OPEN SANSPrimary typeface. The variety of weights, styles and alternate characters make it versatile

in any medium or application.

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 zA 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

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ALLAN

SECONDARY/HEADER TYPEFACE. IT IS ONLY INTENDED TO BE USED IN ITS *UPPERCASE* AND *BOLDED* FORM. [NO EXCEPTIONS]


1 2 3 4 5 6 7 8 ! $ % & * ( )


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