graphic standards

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GRAPHIC STANDARDSTERESA J. ARNOLD FALL 2010

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TABLE OF CONTENTS

LOGO 4

COLOR 6

TYPOGRAPHY 7

BUSINESS CARD 8

LETTERHEAD 9

ENVELOPE 10

THANK YOU NOTE 11

DISPLAY AD 12

REPRODUCTION POLICY 13

COLLATERAL 14

GLOSSARY 16

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LOGO CONCEPTThe Eugene Green Art Machine, or EGAM, is a program dedicated to youth arts, sustainability, and role modeling Earth friendly behavior. It’s mission is to collaborate with local artists to promote and model sustainable culture through youth arts and education.

The logo concept was born out of an illustrative depiction of EGAM’s mission and values. The discarded items on the left hand side enter a machine, and produce a green Eugene. The logo serves as a key component to all applied communications and collateral.

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LOGO DESIGN

EUGENEGREENARTMACHINE

The finsihed logo is a refined version of the original concept sketch. It incorporates both yellow and green primary colors, to add a vibrant and playful feeling. The colors in the illustrated word “Eugene” alternate in color for easier readability. This alternating pattern is repeated in the organization title appearing below the illustration. The typography incorporated uses Tekton Pro Bold Condensed in all caps.

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C 8.24%M 0%Y 87.45%K 0%

EGAM Yellow

C 60%M 5.88%Y 99.61%K 0%

EGAM Green

C 36.47%M 4.71%Y 96.08%K 0%

EGAM Yellow Green

EGAM COLOR

C 64.71%M 64.31%Y 60%K 51.76%

EGAM BLACK

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TYPOGRAPHY

TEKTON PRO BOLD CONDENSEDABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Tekton Pro Bold Condensed is the official typeface of EGAM, and must be used in typesetting all printed materials and signage. Variations of weight and size of Tekton Pro are acceptable as necessitated by visual output.Copy support should be provided with Helvetica Regular, which is a clean sans serif font.

All communications materials will have a unified appearance through the consistent use of coordinated type. With this in mind, the following regulations apply to all EGAM documents:

The minimum type size for Tekton Pro is 12 point. The minimum type size for Helvetica Regular is 10 point. Leading must not be reduced beyond its default setting, and may be increased up to 4 points.

Helvetica RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

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BUSINESS CARD


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create.

Set vertically, EGAM business cards match the standard size format of 2” x 3 1/2”. There is approximately 1/4” of margin space on either side, with an additional 1/4” of margin on each side of the central green box. On the top and bottom of the green box there is a 1/8” margin of space.

The various elements are centrally aligned. The only typeface used throughout the business card is the standard EGAM font, Tekton Pro Bold Condensed. All of the acceptable EGAM colors are utilized in the design, with primary usage of EGAM Green.

1/4” 1” 1/4”1/4”1/4”

3/8”

1”

1 3/8”

1/8”

1/8”

1/2”

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EGAM INC.


LETTERHEADEGAM letterhead is set on US Standard 8 1/2” x 11” size paper. There is a 1/4” margin on both the left and right side of the page, with a top margin of 3/8” and a bottom margin of 1/2”. EGAM, inc and the address appear in the bottom margin, taking the top 1/16” of space.

Tekton Pro Bold Condensed is the only typeface used on the letterhead. Copy should be set in Helvetica Regular. Like the business card, all of the acceptable EGAM colors are utilized in the design.

3/8”

1 1/8”

1/2”

1/4” 1/4”

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ENVELOPEEGAM letterhead, folded in thirds, is designed to fit into a standard #9 US sized envelope, with dimensions 3 7/8” x 8 7/8”. There is a 1/4” margin on both the left and right hand sides. The top margin is 1/8”, and the bottom margin is 1/2”. The tagline “Creative Kids Programs for a Healthy Earth” rests just below the horizontal line indicating the bottom margin on the left hand side, and EGAM, Inc. lies in the right hand corner just below the same line.

1/4”1/4”

7/8”

2 1/2”

1/2”

8 3/8”

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THANK YOU NOTE

THANKYOU

The EGAM Thank You card is the standard A2 US size, measuring 4 1/4” x 5 1/2”. The Illustrated portion of the logo is used, and where the organization name normally appears, the phrase “Thank you” appears in it’s place, using Tekton Pro Bold Condensed and EGAM Green Yellow and EGAM Green. Similar substitutions may also be used with the following terms: “Happy Holidays”, “You’re Invited”, and “Happy Birthday”. The size of the text should be scaled to fit underneath the word “EUGENE” without extending past either end of it. The envelope accents the EGAM color scheme with EGAM Yellow appearing on the inside of the opening fold.

4 1/4”

5 1/2”

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DISPLAY ADThe EGAM enrollment display ad is a 4” x 4” square,with a 1/2” margin on the top, and a 3/4” margin on the bottom. It combines elements from various collateral pieces, including the box found centrally on the business card, the logo, and the tagline “Creative Programs for Healthy Earth” found additionally on the envelope. A 1/8” space separates the logo from the focal text. The typeface is Tekton Pro Bold Condensed throughout. A one point rule defines both the bottom margin as well as a soft 1/4” margin on the left side, interrupted by the “green machine” which aligns directly with the edge of the advertisment.

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create.

EUGENEGREENARTMACHINECreative Programs for a

Healthy Earthwww.egam.org

ENROLL TODAY

1/4” 1/4”3 1/2”

1/2”

3/4”

1 1/2”

1/8”

1 1/8”

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REPRODUCTION POLICYThis booklet outlines the graphic standards of EGAM, Inc. Any person producing EGAM related documents, including formal corresondence and applied communications, must adhere to the standards that have been set forth on any item produced. This includes and is not limited to brochures, pamphlets, dvd jackets, logo wear and marketing items, advertisements, web sites, envelopes, business cards, fax cover sheets, and newsletters. To increase consistency inour presented image, the colors shown on page 4 are the only ones to be used in EGAM ads, signage, and stationary. They may not be replaced with any other colors, with the exception of true black applied to text. The logo may only be reproduced from the official EGAM design templates. While placement of the various components of EGAM collateral is flexible upon approval, no component may itself be altered.

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COLLATERALEGAM collateral has several distinct and interchangeable features. The Organization name, the illustrated portion of logo, the green box with text on the business card, and the tagline “Creative Programs for a Healthy Earth” allow for a variety of uses in various types of documents, as well as logo wear and marketing items such as pens, mugs, and t-shirts. Consistency in color usage as specified in this document creates a unified branding aesthetic.

EGAM INC.


EGAM INC.

NONPROFIT ORG

US POSTAGE

PAID

PERMIT 12345

EUGENE, OR

Creative Kids Programs for a Healthy Earth



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recycle.reuse.

create.

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EGAM INC.


EGAM INC.

NONPROFIT ORG

US POSTAGE

PAID

PERMIT 12345

EUGENE, OR

Creative Kids Programs for a Healthy Earth



w w w . e g a m . o r g 5 0 1 4 7 4 6 4 5 3

recycle.reuse.

create.

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GLOSSARY

Alignment The positioning of text within the page margins. Alignment can be flush left, flush right, justified, or centered. Flush left and flush right are sometimes referred to as left justified and right justified.

Centered Text placed at an equal distance from the left and right margins. Headlines are often centered. It is generally not good to mix centered text with flush left or flush right text

Condensed A narrower version of a font, used to get a maximum number of glyphs into a given space.

Font One weight, width, and style of a typeface. Before scalable type, there was little distinction between the terms font, face, and family. Font and face still tend to be used interchangeably, although the term face is usually more correct.

Leading (pronounced: ledding)The amount of space added between lines of text to make the document legible. Most applications automatically apply standard leading based on the point size of the font. Closer leading fits more text on the page, but decreases legibility. Looser leading spreads text out to fill a page and makes the document easier to read.

Margin The white spaces around text blocks. White space also makes a document look better and easier to read.

Point A unit of measure in typography. There are approximately 72 points to the inch. A pica is 12 points.

RuleA solid or dashed graphic line in documents used to separate the elements of a page.

Sans SerifA type face that does not have serifs. Generally a low-contrast design. Sans serif faces lend a clean, simple appearance to documents.

Typeface The letters, numbers, and symbols that make up a design of type.

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