style guide - Fishbowl Inventory
style guide - Fishbowl Inventory
style guide - Fishbowl Inventory
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CORPORATE LOGO STYLE GUIDE<br />
EFFECTIVE 19 DECEMBER 2011<br />
T<br />
his corporate <strong>style</strong> <strong>guide</strong> has been prepared by <strong>Fishbowl</strong> as a <strong>guide</strong> for employees, referrers, partners, media and others who need to<br />
understand the recommended use of our corporate colors, fonts and logos—all elements the Marketing Department has gone to great effort<br />
to use consistently in our branding efforts. You will see these <strong>guide</strong>lines used on most of the documents we produce that are seen by the public,<br />
customers as well as internally. For effective branding, these colors, especially orange, must become synonymous with <strong>Fishbowl</strong>. Please try to<br />
follow these <strong>guide</strong>lines as you prepare items that may be seen by customers, potential customers, prospects, the media or any outside party.<br />
Consistency in how we present the face of <strong>Fishbowl</strong> to those we work and deal with is one of the greatest tools we have in branding <strong>Fishbowl</strong>.<br />
Kirk Tanner<br />
Chief Marketing Officer<br />
Rick Weiss<br />
Director of Marketing & Design<br />
Official <strong>Fishbowl</strong> Colors<br />
<strong>Fishbowl</strong> Main Orange<br />
Derivitive* Lite Orange<br />
Derivitive Dark Orange<br />
RGB 244 128 26<br />
CMYK 1 61 100 0<br />
Hex f4801a<br />
PMS Pantone716c<br />
RGB 249 181 119<br />
RGB 183 86 0<br />
CMYK 0 33 61 0<br />
CMYK 20 74 100 0<br />
Hex f9b577<br />
Hex b75600<br />
*These colors are scientifically determined using a color wheel to generate related colors as shown in the table at right.<br />
<strong>Fishbowl</strong> Main Blue<br />
Derivitive Lite Blue<br />
Derivitive Dark Blue<br />
RGB 0 79 140<br />
CMYK 100 76 18 4<br />
Hex 197bcc<br />
PMS 285 C<br />
RGB 0 114 201<br />
RGB 0 44 79<br />
CMYK 87 54 0 0<br />
CMYK 100 84 40 39<br />
Hex 0072c9<br />
Hex 002c4f<br />
*These colors are scientifically determined using a color wheel to generate related colors as shown in the table at right.<br />
These two main colors constitute the official colors for <strong>Fishbowl</strong>. The orange and blue are derived from the colors of the official logo. The main colors are<br />
given in four different formats for your reference. The derivitive colors are obtained using a color wheel to generate a table of analogous colors of light and dark<br />
variations. Derivitive colors are used to give color variety with in marketing documents. Please use only these colors when you need a color other than black or white<br />
in your <strong>Fishbowl</strong> documents, e.g., Word documents, Excel spreadsheets, PowerPoint presentations, etc.<br />
It is acceptable to use percentages of these colors to fill table cells, put behind columns or rows, or for other applications where colors may be needed. Below<br />
are examples of the main colors shown as percentages of the main colors. It is recommended that for percentages above 50% you reverse the type to white and<br />
for percentages below 50% use black type.<br />
100% 90% 80% 70% 60% 50% 40% 30% 20% 10%<br />
100% 90% 80% 70% 60% 50% 40% 30% 20% 10%<br />
As you can see, just using percentages of our three colors would give quite a variety of color options for use in your documents.<br />
FISHBOWL IS THE #1 REQUESTED INVENTORY CONTROL AND MANUFACTURING SOLUTION FOR QUICKBOOKS!<br />
1
CORPORATE LOGO STYLE GUIDE<br />
EFFECTIVE 19 DECEMBER 2011<br />
Official <strong>Fishbowl</strong> Fonts<br />
T<br />
here are two corporate fonts: the Informa Pro family and Trebuchet. Informa Pro is the typeface used in the typographic element of the logo.<br />
The Informa Pro family is use for all marketing documents. Trebuchet is the font that should be used on a daily basis in our emails, Word documents, Excel<br />
files, on our website and all other common documents. Trebuchet was chosen because it is a font that is commonly found on most PC’s. While Trebuchet is a<br />
common font, it is well designed and the letter forms are very similar to those in the Informa Pro family so that both fonts work together nicely. As a general<br />
<strong>guide</strong>line, only materials produced by the Marketing Department should use Informa Pro—these two fonts are limited to branding and marketing collateral.<br />
Informa Pro<br />
Light The quick brown fox jumps over the lazy dog<br />
Regular<br />
Bold<br />
Lite Condensed<br />
Condensed<br />
Medium Cond.<br />
The quick brown fox jumps over the lazy dog<br />
The quick brown fox jumps over the lazy dog<br />
The quick brown fox jumps over the lazy dog<br />
The quick brown fox jumps over the lazy dog<br />
The quick brown fox jumps over the lazy dog<br />
Informa Pro<br />
Bold Condensed The quick brown fox jumps over the lazy dog<br />
Lite Italic The quick brown fox jumps over the lazy dog<br />
Regular Italic The quick brown fox jumps over the lazy dog<br />
Bold Italic The quick brown fox jumps over the lazy dog<br />
Reg SmCaps The quick brown fox jumps over the lazy dog<br />
Trebuchet<br />
Regular<br />
Bold<br />
Italic<br />
Bold Italic<br />
The quick brown fox jumps over the lazy dog<br />
The quick brown fox jumps over the lazy dog<br />
The quick brown fox jumps over the lazy dog<br />
The quick brown fox jumps over the lazy dog<br />
Trebuchet Reversed<br />
An example of how Trebuchet would look as white on orange.<br />
Bold Trebuchet reversed to white on <strong>Fishbowl</strong> Main orange.<br />
You can see that using our colors as cell background colors<br />
can help brand your document and give it variety.<br />
Logo Structure and Terminology<br />
It will be helpful for you to have an understanding of the common parts that comprise a logo as we describe the official logos of <strong>Fishbowl</strong> later in this<br />
<strong>style</strong> <strong>guide</strong>. What we collectively call a Logo often has two or more separate parts that together comprise the whole Logo. The two parts comprising our logo<br />
are the Mark and the Typographic Element. These are illustrated below.<br />
Mark<br />
Complete<br />
Logo<br />
Typographic<br />
Element<br />
The Mark is the graphic element or visual symbol of the logo. Usually the Mark is the most dominant part of the logo but it may also be incorporated with<br />
the Typographic Element. The Mark is often a different color than the Typographic Element so that it has more visual impact within the whole logo. The<br />
Typographic Element is most commonly the name of the company. The Typographic Element uses a font that visually works with the Mark and often has<br />
been altered by the designer to complement or interact with the shape of the Mark (our Typographic Element has been adjusted in subtle ways on a few of<br />
the letter forms).<br />
FISHBOWL IS THE #1 REQUESTED INVENTORY CONTROL AND MANUFACTURING SOLUTION FOR QUICKBOOKS!<br />
2
CORPORATE LOGO STYLE GUIDE<br />
EFFECTIVE 19 DECEMBER 2011<br />
Horizontal and Vertical variations—Often a logo will be designed to have both a Horizontal and a Vertical (also called the Stacked) variation. This is<br />
common for marketing purposes. Horizontal versions require less space and can be used in situations where space within a document is limited. Vertical or<br />
stacked versions usually are more symmetrical in overall visual impact and are used when space is not at a premium. There are two official <strong>Fishbowl</strong> Logos—<br />
A Horizontal version and a Stacked version. Guidelines for minimum logo sizes and minimum white space around the logos will also be outlined later.<br />
The integrity of any corporate identity system and integrated branding efforts is greatly enhanced when the company logos are used properly. These <strong>guide</strong>lines<br />
are to help you understand how to use our logos so that we have a unified face both internally and, more importantly, externally. Please be aware that these<br />
<strong>guide</strong>lines are for using our logos in common, everyday applications. You may see high-end marketing, company image or branding pieces where the use of<br />
the logo will be outside of these <strong>guide</strong>lines—those uses are carefully and purposely determined by the Chief Marketing Officer and the other marketing team<br />
members as we move our branding and growth efforts forward. If you have any questions about use of the company logos, please contact Rick Weiss who is<br />
the keeper of all things logo related.<br />
Horizontal<br />
Stacked<br />
The Vertical Logo is the preferred logo for most uses. In this version, the mark is larger in relation to the typographic elements so that the orange and the mark<br />
are more dominant than the type. This gives emphasis to the mark. In the examples of the Horizontal and Vertical logos on these two pages, the typographic<br />
elements are the same size, but you can see how the orange mark is more prominent in the Vertical version.<br />
The mark is the main element of our identity program and the main visual element we want people to associate with <strong>Fishbowl</strong>. As we continue to grow and<br />
gain more exposure, there will be a time when the orange mark by itself will be associated with <strong>Fishbowl</strong>. Think of companies like Nike, Puma, Apple, BMW<br />
and other prominent brands that can be identified now by just their marks or symbols. That common recognition of JUST the mark did not happen immediately.<br />
The early identities of those companies all had typographic elements associated with the marks.<br />
The power of branding is when, through enough exposure and over time, the company can be recognized for just its main graphic symbol. The graphic symbol<br />
also becomes synonymous with the quality of the product, service and the culture of the company. By carefully branding <strong>Fishbowl</strong>, we aim to achieve association<br />
of our logo with the quality and integrity of our product, service, training, employees and corporate culture.<br />
FISHBOWL IS THE #1 REQUESTED INVENTORY CONTROL AND MANUFACTURING SOLUTION FOR QUICKBOOKS!<br />
3
CORPORATE LOGO STYLE GUIDE<br />
EFFECTIVE 19 DECEMBER 2011<br />
White Space Requirement for Our Logos<br />
O<br />
ne of the goals of our identity program is to maintain the integrity of our logos. Visually, this is accomplished by always having adequate white<br />
space around the logo. By surrounding our logo (either horizontal or stacked) with white space, we are saying that our logo is important and deserves<br />
respect. Below are the recommended requirements for minimum white space around our horizontal and vertical logos.<br />
Horizontal Logo—The minimum white space around this logo is the space equivalent to the height of the lowercase “l” in the typographic element. This<br />
minimum space is illustrated below. That minimum space should go from the top, left and bottom of the mark and to the right of the ® as shown.<br />
Height of the<br />
lowercase l<br />
Red bars = the height<br />
of the lowercase l<br />
Vertical Logo—The minimum white space around this logo is the same as for the horizontal logo—the space equivalent to the height of the lowercase “l” in<br />
the typographic element. This minimum space is illustrated below. That minimum space around the vertical logo without the tagline should go from the top<br />
of the mark and to the left of the “F,” below the “b” and to the right of the ® in the typographic element as shown.<br />
Red bars = the<br />
height of the<br />
lowercase l<br />
Height of the<br />
lowercase l<br />
The white space around the horizontal and vertical logos illustrated above represents the minimum white space around our logos. It is always preferable to have<br />
more than the minimum, if possible. It is important to remember that when the logo is enlarged, the lowercase “l” becomes bigger and so does the required<br />
white space around the logo. In the graphic-design and corporate-identity communities, white space associated with a logo is considered elegant and desirable.<br />
If you have any questions regarding white space or any other aspect of our logo, please contact Rick Weiss, Director of Marketing & Design. To contact Rick,<br />
you can call 801.932.1100 ext 4127 or email to richard.weiss@fishbowlinventory.com.<br />
FISHBOWL IS THE #1 REQUESTED INVENTORY CONTROL AND MANUFACTURING SOLUTION FOR QUICKBOOKS!<br />
4
CORPORATE LOGO STYLE GUIDE<br />
EFFECTIVE 19 DECEMBER 2011<br />
Minimum Logo Size<br />
T<br />
he minimum size to use for our logos is a function of readability of the typographic element “<strong>Fishbowl</strong>.” Please do not use either the horizontal<br />
or vertical logo in normal use when the name “<strong>Fishbowl</strong>” will be smaller than 0.75” as shown in the examples below. It is the integrity of our logo that<br />
we want to maintain. While the name “<strong>Fishbowl</strong>” may be readable when smaller, at sizes smaller than shown below the impact of the logo is very minimal. If<br />
the need exists to make the logo small, the preference is for the stacked version because the horizontal version has a smaller mark and the graphic element<br />
becomes less recognizable.<br />
Minimum width of typographic<br />
element is .75”<br />
Minimum width of typographic<br />
element is .75”<br />
Using the <strong>Fishbowl</strong> Logo with Images and Colors<br />
Generally, the logo should not be used on colored backgrounds, on top of an image or combined with an image where the minimum white space requirement<br />
is not met. We realize that certain VAR websites may have colored backgrounds in which case the use of our logo on the background must<br />
be reviewed by <strong>Fishbowl</strong> and approved. Following are examples of unapproved and approved uses of the <strong>Fishbowl</strong> logo.<br />
UNAPPROVED USES<br />
The logo should never be used on a black background<br />
or very dark gray background where the<br />
typographic element is hard to read.<br />
The logo should never be used on brightly colored<br />
backgrounds especially if the color clashes<br />
with the colors in the logo. This may create<br />
visual tension with logo elements and makes<br />
the logo hard to read and minimizes the visual<br />
impact.<br />
The logo should never be used on a background<br />
that has a color similar to the orange mark or<br />
gray typographic element. This makes either of<br />
those elements hard to read and minimizes the<br />
logo.<br />
FISHBOWL IS THE #1 REQUESTED INVENTORY CONTROL AND MANUFACTURING SOLUTION FOR QUICKBOOKS!<br />
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CORPORATE LOGO STYLE GUIDE<br />
EFFECTIVE 19 DECEMBER 2011<br />
Using the <strong>Fishbowl</strong> Logo with Images and Colors<br />
UNAPPROVED USES<br />
The logo should never be used directly over an<br />
image. In this example, the colors clash with<br />
the logo and, while the mark stands out, the<br />
typographic element is very hard to read.<br />
While the logo is more readable in this example,<br />
it is still over another image where image<br />
colors minimize the readability of the logo.<br />
While conceptually having something like a<br />
goldfish associated with the logo is generally<br />
a good approach, the image can never touch,<br />
overlap or be behind the image.<br />
The logo should never be slanted or tilted.<br />
While the idea here is good, the logo is tilted<br />
and on a dark image that minimizes the logo<br />
and is also over a complete image, which is not<br />
allowed.<br />
If you have any doubts about the use of the <strong>Fishbowl</strong> logo and feel your usage may be unapproved, please contact the Marketing Department. They will<br />
review usage and let you know if the use of the logo is approved or unapproved.<br />
APPROVED USES<br />
In this example, the logo appears on a lightly colored background. While the background is a color, it<br />
is light enough that the <strong>Fishbowl</strong> logo is still easily readable. The color is neutral enough that it does<br />
not clash visually with the logo. This usage was reviewed by the <strong>Fishbowl</strong> Marketing Team and was approved.<br />
Note also that the minimum white space is also met so that the logo is not crowded or competing<br />
with any elements near it.<br />
In this example, the logo is with an image but<br />
there is the minimum white space around the<br />
logo so that it is readable. The first iteration of<br />
this usage reviewed was not approved because<br />
there was not enough white space around the<br />
logo. After adequate white space was added,<br />
the combination of logo and image was approved.<br />
The use of a very light, neutral color as shown<br />
in this example and the example to the right is<br />
approved.<br />
In this example, the logo appears on top of an<br />
image and is acceptable if the image is not<br />
complex visually (clouds shown here) and if the<br />
image is ghosted back so that mostly a white<br />
background appears through the image. Please<br />
have all such usages like this approved by <strong>Fishbowl</strong>’s<br />
Marketing Department.<br />
FISHBOWL IS THE #1 REQUESTED INVENTORY CONTROL AND MANUFACTURING SOLUTION FOR QUICKBOOKS!<br />
6
CORPORATE LOGO STYLE GUIDE<br />
EFFECTIVE 19 DECEMBER 2011<br />
<strong>Fishbowl</strong> Referrer Program Logo<br />
T<br />
he new <strong>Fishbowl</strong> Referrer Program Logo has been designed to reflect the evolution of the <strong>Fishbowl</strong> Referrer Program. Detailed information on the<br />
proper use of these logos is given below. You can download the <strong>Fishbowl</strong> Referrer Program Logo from the VAR Marketing Resources page on our website.<br />
Please use the png versions of the logo when the logo appears on your website—png versions have transparent backgrounds which look good over colored<br />
backgrounds. Please follow the same <strong>guide</strong>lines outlined for the <strong>Fishbowl</strong> Corporate Logo for using this logo with colors or images.<br />
OFFICIAL<br />
REFERRER<br />
PROGRAM<br />
<strong>Fishbowl</strong> Referrer<br />
Program Logo<br />
OFFICIAL<br />
One-third the height<br />
of the logo<br />
OFFICIAL<br />
Red bars = onethird<br />
the height<br />
of the logo<br />
REFERRER<br />
PROGRAM<br />
REFERRER<br />
PROGRAM<br />
OFFICIAL<br />
REFERRER<br />
PROGRAM<br />
Minimum width of the VAR logos is 1.125”<br />
Thank You for Complying<br />
T<br />
hank you for complying with these <strong>guide</strong>lines. We want our identity represented properly moving forward, and having readily available <strong>guide</strong>lines is<br />
one step in achieving that goal. If you have any questions regarding usage of the <strong>Fishbowl</strong> logo or Referrer logo, please contact Rick Weiss, Director of<br />
Marketing & Design. To contact Rick, you can call 801.932.1100 ext 4127 or email to richard.weiss@fishbowlinventory.com.<br />
580 E Technology Ave • Suite C2500 • Orem, UT 84097<br />
Phone 801.932.1100 • Toll Free 800.774.7085 • www.fishbowlinventory.com<br />
FISHBOWL IS THE #1 REQUESTED INVENTORY CONTROL AND MANUFACTURING SOLUTION FOR QUICKBOOKS!<br />
7