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Primer_Brand_Foundation_V2
1.
P R I
M E R S T Y L E G U I D E
2.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 2 Social Media + Primer... Primer, beginning as an idea by a group of creative people, is a company that helps businesses with their social media by creating consistent and unique messages that help them stand out. The Primer brand was inspired by businesses requesting more exposure on social media sites with creative designs and wanting more customer interaction. YOUR NEW BRANDGET INTO IT
3.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 3 YOUR NEW BRANDENJOY IT
4.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 4 It is important to give the PRIMER logo appropriate breathing room on any given application. The examples to the left show the acceptable area of isolation. YOUR NEW LOGOLET IT BREATHE
5.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 5 BRAND COLORSTHE REAL BEAUTY BEHIND THE BRAND Purple Sunset C 80 M 90 Y 42 K 44 HEX 372245 R 56 G 34 B 69 Grey Rain C 34 M 26 Y 28 K 0 HEX ABAEAE R 172 G 175 B 174 Tree Green C 46 M 0 Y 100 K 0 HEX 94D500 R 149 G 214 B 0 50% Color Usage 30% Color Usage 20% Color Usage Purple Sunset Inspired by the deep, purple sunset sky Grey Rain Inspired by the cloudy, grey rainy day Tree Green Inspired by the lively, bright green trees
6.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 6 When applying your new logo to dark photography use the white version with a drop shadow. A blending mode set to multiply with the opacity set to 75%, 0 offset and a size of 0.0694 respectively. When applying your new logo to light photography use the purple version in a light area of the photo. APPLYING YOUR LOGOTHIS IS WHEN IT GETS REAL
7.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 7 PRIMARY LOGO DON'TSWHAT NOT TO DO The examples above show improper usage of the PRIMER logotype. Under no circumstances should these examples be reproduced or published. Do not alter colors of the logotype Do not alter the scale or placement of any elements within the logotype Do not outline or skew the logotype
8.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 8 PHOTOGRAPHYLIFESTYLE IMAGES Primer lifestyle photography shows people that are happy, connecting, and enjoying their environment. The photo may be an abstract landscape image to help further the brand roots. Use CMYK color mode for print and RGB color mode for web. Converting a lifestyle photo to greyscale mode is acceptable.
9.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 9 Now that you have the assets and materials you need to give your new brand life the very first thing you need to do is save this! Save it on your computer, put it on a virtual cloud based drive as well in case your computer blows up... it happens. Next is to get your new brand on all of your digital and print materials. Give this file to your designers, marketers or whoever is responsible for creating your customer facing materials. Remember to always use this document as the "original." People will move, skew, delete, change something as simple as your logo. Whenever you are producing something new, use the logos, colors, and other assets from this file. This will keep your brand consistent and organized. WHAT TO DO NOWPUSH IT OUT OF THE NEST AND LET IT FLY
10.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 11 ARIAL MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 BRAND TYPOGRAPHY Helvetica is a sans-serif typeface with innovative, clean and simple characteristics that echo elements within the PRIMER logotype. Arial is only to be used for applications where Helvetica is not suitable, e.g. HTML text. Helvetica Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ARIAL ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 PRIMARY FAMILY / HELVETICA SUPPLEMENTAL DISPLAY FAMILY / HELVETICA NEUE SUPPLEMENTAL WEB FAMILY / ARIAL ARIAL BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ARIAL BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica can be purchased and downloaded from myfonts.com. http://www.myfonts.com/search/helvetica/ fonts/
11.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 12 WEB ASSETSTYPOGRAPHY Helvetica Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ARIAL MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ARIAL BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ARIAL ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ARIAL BOLD ITALIC ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 WEB DISPLAY FAMILY / HELVETICA SUPPLEMENTAL WEB FAMILY / ARIAL Arial is only to be used for applications where Helvetica is not suitable, e.g. HTML text. Helvetica can be purchased and downloaded from myfonts.com. http://www.myfonts.com/search/helvetica/ fonts/
12.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 13 WEB ASSETSMAKE IT LOOK GOOD Header: Sunset Purple for header, buttons, and intro to topics. Title Header: Helvetica light or bold font. Font size 20-60pt. Use white font on dark background and purple or grey font on white background. Subtext: Helvetica light font. Font size 13pt. Use white font on dark background and purple or grey font on white background. Subject Spacer: Different colors separate topics. Buttons: Purple for informational selection. Green button for call to action selection. 4 2 3 1 1 2 3 3 4
13.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 14 COMPLETE SITE REDESIGN
14.
PRIMER BRAND FOUNDATION © PRIMER.
All Rights Reserved 15 IN REGARDS Thank You for following the Primer design guidelines. Using the brand base foundation is key to bringing brand identity to current and future customers.
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