Logo guide bw

Perseus Brand Identity Guidlines
Copyright ©Perseus. All rights reserved.

1. Introduction 4
2. Brand 6
3. Tagline 8
4. Logo 10
5. Color Palette 18
6. Grids 26
7. Typography 32
8. Direct Marketing 34
9. Web Icon 40
10. Applications 46
Table of Contents

Page 4
The Perseus Books Group is an independent company
committed to enabling independent publishers to reach
their potential whether those publishers are Perseus-
owned, joint ventures or owned by third parties. Member
publishing programs include Avalon Travel, Basic Books,
Basic Civitas, Da Capo, Lifelong Books, Running Press,
Seal Press, Vanguard Press and Westview Press, as well
as partnerships with PublicAffairs and Nation Books,
and joint ventures with Weinstein Books and The Daily
independent publishers. For more information, visit our
website at www.perseusbooksgroup.com.
David Steinberger
President and CEO
Introduction
Page 5
Page 4

Page 6
What is a Brand?
A brand is a collection of tangible and intangible attributes
that resonate whenever the brand is experienced. The
benefits of a brand can be emotional, ie how it makes one
feel and rational, ie the tangible reward that one gets from
it. It lives in the mind of your target audiences.
A brand essence is the inspiration, vision and reason for
being. Brand values are what the brand stands for and
what it believes in.
For a brand to be successful it must be defined, nurtured
and championed.
The brand essence and values provide a benchmarking
code by which activities that promote the brand can
be measured.

Page 8
Tagline
Insightful. Innovative. Independent.
The Perseus publishing company is made up of a group of
twelve publishers, each with their own name, location, and
corporate identity. These companies include Avalon Travel,
Basic Books, Basic Civitas, Beast Books, DaCapo, Nation
Books, Running Press, Public Affairs, Seal Press, Weinstein
Books, Westview, and Vanguard. Each agency publishes
books in the fields of fiction, non-fiction, poetry, academia,
philosophy, and health. They are located in the Midwest,
the East Coast, and the West Coast .
Page 9
Page 8

Page 10
The logo
Page 11
Page 10

Page 12
Our Logo
The logo is a reflection of the Perseus brand, and the
tagline, “Insightful. Innovative. Independent.”
The logo is important and crucial as it disguishes Perseus
apart from other publishing companies. It unifies the
other twelve publishing companies as a whole, and sets a
universal mark for the company in the publishing industry.
The logo makes a simple, bold, and modern statement. It
is an even weight sans serif typeface. The rounded type
brings Perseus up-to-date, and sets it apart from other
companies.
The following pages instruct and demonstrate on how to
make the best use of the logo.
The logo in black
The logo in white

Page 14
Logo Size
The logo may be scaled to any size. For most applications
the logo will be sized to less than 1”.
1” logo
.67” logo
.33” logo

Page 16
Logo Isolation
The space around the Perseus logo is important. There
needs to be an ample amount of space around the logo to
not interfere with it’s presence and regconition.
Space ensures the legibility and integrity of the logo.
The clear space should be proportional to the logo
dimension.
%25
%50
%25
%50

Page 18
Logo Colors
Page 19
Page 18

Page 20
Main Logo Colors
The Perseus logo is shown in its original color of blue. The
following are other colors that may be applied to the logo
and part of the Perseus brand.
Below are tints of the colors that can also be applied.
Perseus Blue
R: 64
G: 131
B: 196
C: 87
M: 38
Y: 0
K: 0
Colors
Tints
Gray
R: 78
G: 78
B: 80
C: 0
M: 0
Y: 0
K: 25
White
R: 225
G: 225
B: 225
C: 0
M: 0
Y: 0
K: 0
Black
R: 39
G: 37
B: 37
C:0
M:0
Y:0
K:100
Perseus Blue
%100
%25%50
Gray
%100
%25%50
Black
%100
%25%50

Page 22
Secondary Logo Colors
These are colors that may be applied to the Perseus logo.
They can be used in marketing materials and the website.
These colors follow the mission of the Perseus Brand.
R: 66
G: 49
B: 136
C: 90
M: 100
Y: 2
K: 2
R: 72
G: 77
B: 156
C: 86
M: 82
Y: 0
K: 0
R: 90
G: 48
B: 141
C: 75
M: 100
Y: 0
K: 0
R: 60
G: 87
B: 162
R: 84
G: 95
B: 167
C: 92
M: 74
Y: 0
K: 0
C: 79
M: 69
Y: 0
K: 0
R: 104
G: 77
B: 155
C: 66
M: 83
Y: 0
K: 0

Page 24
Tiertiary Logo Colors
Bright warm colors may be applied to the Perseus logo
for a refreshing take. To keep in touch with the company
mission the colors cannot be too garish. These colors may
be used and applied when needed for merchandise and
other company applications.
R: 87
G: 182
B: 202
C: 79
M: 0
Y: 21
K: 0
R: 72
G: 77
B: 156
C: 86
M: 82
Y: 0
K: 0
R: 101
G: 180
B: 142
C: 77
M: 0
Y: 60
K: 0
R: 221
G: 134
B: 47
R: 175
G: 83
B: 155
C: 0
M: 57
Y: 99
K: 0
C: 19
M: 82
Y: 0
K: 0
R: 221
G: 229
B: 62
C: 18
M: 1
Y: 100
K: 0

Page 26
Grids
Page 27
Page 26

Page 28
Grid Guide
The grid guides can be used for
company collateral such as magazine
spreads, advertisements, and posters
to mantain visual consistency in the
coporate identity.
One Page
Six Column Grid
Two Page Spread
Six Column Grid

Page 30
Typography
Page 31
Page 30

Page 32
The Primary Typeface: Avenir
The grid guides can be used for
company collateral such as magazine
spreads, advertisements, and posters
to mantain visual consistency in the
coporate identity.
Avenir 35 Light
Avenir 35 Light Oblique
Avenir 45 Book Oblique
Avenir 65 Medium
Avenir 65 Medium Oblique
Avenir Heavy
Avenir Heavy Oblique
Avenir 95 Black Oblique
Avenir Black

Page 34
Stationary
Page 35
Page 34

Page 36
Direct Marketing: Stationary
This is select stationary that can be
used for company letters, invitations,
and notes.
Company Letterhead
Perseus Blue
Stationary
Pinstrip Gray
Stationary
Gray Stationary White Stationary

Page 38
Business Card & Envelope
These are variations of the company
cards and envelopes for company
employees.
Company Business Card
3.5” by 2.0”
Envelope
9.5” by 4.125”

Page 40
Web Icon
Page 41
Page 40

Page 42
Web Icon
The icon may be used in any web or
internet applications where an icon is
needed. This includes social networking
websites and the home page.
The icon was designed in accordance
with the company’s mission statement,
and is a good representation of the
company spirit.
White on blue
White on blue
Blue Outline White Outlines

Page 44
Secondary Web Icon Colors
The icon may be used in any web or
internet applications where an icon is
needed. This includes social networking
websites and the home page.
The icon was designed in accordance
with the company’s mission statement,
and is a good representation of the
company spirit.
White on blue
R: 87
G: 182
B: 202
C: 79
M: 0
Y: 21
K: 0
R: 72
G: 77
B: 156
C: 86
M: 82
Y: 0
K: 0
R: 101
G: 180
B: 142
C: 77
M: 0
Y: 60
K: 0
R: 221
G: 134
B: 47
R: 175
G: 83
B: 155
C: 0
M: 57
Y: 99
K: 0
C: 19
M: 82
Y: 0
K: 0
R: 221
G: 229
B: 62
C: 18
M: 1
Y: 100
K: 0

Page 46
Applications
Page 47
Page 46

Page 48
Web Applications
This icon will be used for the company’s
social networking accounts.
Company Screenshots
Company Website

Page 50
Cell Phone

Page 52
E-Reader
Company Screenshots

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