visual identity starter kit for ensuring our communications are ...

logotypes101.com

visual identity starter kit for ensuring our communications are ...

Contents1 Logo colourways and artworks: Colour combinations for use on different background colours2 Primary colour palette: Including references for print, onscreen and signage3 Curved lines device: Four-line and two-line versions, with example page positions4 Curved lines device: Colourways for use on different background colours and applications5 Typography: Typefaces for printed and on-screen applications6 Typography: Setting the Amasis headline style on standard A4 brochures7 Typography: Setting the Amasis headline style on A4 talent brochures8 Logo usage: Exclusion zone9 Logo usage: Size and position10 Typesetting: Initial guidance for styles in pre-printed materials23 October 2008


Logo colourways and artworksColour combinations for use on different background colours1ech_red_grey: for letterheads, business cards, the web and main corporate applications which have a white backgroundech_white_lime: for use on a red background, for example a corporate brochureech_white_red and ech_white_charcoal: for use on a lime background, for example a corporate brochureMaster logo files are supplied as RGB, Pantone,Mono and CMYK versions for each colourwayas above.ech_white_grey and ech_white_lime: for use on a charcoal background, for example a major bid document coverech_mono_positive and ech_mono_negative: for use on mono applications for example faxes, and black and white press ads23 October 2008


Curved lines deviceFour-line and two-line versions, with example page positions3Example page position for A4brochure/document covers.Four line versionTwo line versionExample page position for A4brochure/document covers.23 October 2008


Curved lines deviceColourways for use on different background colours and applications4curves_red_grey: use on whitecurves_lime_white: use on red and charcoalcurves_grey_white: use on charcoalcurves_red_white: use on limecurves_charcoal_white: use on limecurves_mono_positivecurves_mono_negativeThe curves are supplied as Pantone and CMYK vector eps files. They are designed for use on A4 portrait covers. Other formats willfollow. RBG png versions will be provided depending on the sizes required once the implementation phase is complete.23 October 2008


TypographyTypefaces for printed and on-screen applications5SALES MESSAGESDOCUMENT TITLESADVERTISING HEADLINESAMASIS BOLD CAPS-15 TRACKING, ADDITIONALLETTERSPACING MAY BENEEDED AT DISPLAY SIZESOn the web, text set in Lucida Regular and Bold, incharcoalTo live up to our claim to be the leading built assetconsultancy, the things that we say about ourselvesneed to demonstrate original thinking, authority andexpertise, and a clear idea of the value we can add to ourclients’ businesses. We need to explain what built assetconsultancy is, how it complements our technical serviceprovision, and how it draws on the range and depth ofknowledge, experience, insight, systems and synergy wehave within EC Harris. We need to make the work that wedo sound fascinating, relevant, worthwhile, well-managedand profitable to the people we are talking to.back oninsider jargon.In printed, brochures, body text set in Amasis Light andAmasis Medium, in charcoal, rather than blackTo live up to our claim to be the leading built asset consultancy, thethings that we say about ourselves need to demonstrate original thinking,authority and expertise, and a clear idea of the value we can add to ourclients’ businesses. We need to explain what built asset consultancy is,how it complements our technical service provision, and how it drawson the range and depth of knowledge, experience, insight, systems andsynergy we have within EC Harris. We need to make the work that wedo sound fascinating, relevant, worthwhile, well-managed and profitableto the people we are talking to.In internally-produced documents, text set in Arial Regularand Bold, in blackTo live up to our claim to be the leading built asset consultancy,the things that we say about ourselves need to demonstrateoriginal thinking, authority and expertise, and a clear idea ofthe value we can add to our clients’ businesses. We need toexplain what built asset consultancy is, how it complements ourtechnical service provision, and how it draws on the range anddepth of knowledge, experience, insight, systems and synergywe have within EC Harris. We need to make the work that wedo sound fascinating, relevant, worthwhile, well-managed andprofitable to the people we are talking to.back on insider jargon.23 October 2008


TypographySetting the Amasis headline style on A4 talent brochures7ON A4 TALENT BROCHURECOVERS USE A 120MM WIDELOGO WITH 48PT AMASISBOLD ON 44PT LEADING FORHEADLINES23 October 2008


Logo usageExclusion zone8Use the E to create the exclusion zone forprint and online23 October 2008


Logo usageSize and position9Standard size and position onA4 brochure covers60mm wide22pt / 7.761mm from top and left marginsStandard size and position on otherA4 document covers60mm wide22pt / 7.761mm from bottom and left marginsStandard size and positionon web pages181px wide26px from top and left marginsLogo minimum size for print35mm wideLogo minimum size for on screen144px wide23 October 2008


TypesettingInitial guidance for styles in pre-printed materials10Header Amasis Bold 12ptMAIN TITLE TEXT AMASISBOLD CAPS 38/36PT AT TOPOF PAGE ON CASE STUDIESAND OTHER DOCUMENTSIntroductory paragraph Amasis Light 14/17pt .Tet risus scelerisque bibendum. Fusce sitamet enim. Curabitur posuere purus nec nulla. Phasellus velit arcu, elementum et, facilisisat, elementum quis, mi. Phasellus malesuada tempor eros. Fusce lectus. Sed iaculis. Etiambibendum mauris at nisi et risus scelerisque bibendum.Heading 2 style Amasis Light 14/16ptBody text style Amasis Light 10/12pt, 1mm space before,2mm space after. Mauris at nisi et risus scelerisquebibendum. Fusce sit amet enim. Curabitur posuere purusnec nulla. Phasellus velit arcu, elementum et, facilisis at,elementum quis, mi. Phasellus malesuada tempor eros.Fusce lectus. Sed iaculis. Etiam bibendum. Nam fringillasagittis purus. Sed non leo.Nulla nec erat et nisl pretium tincidunt. Nam vel mi.Maecenas feugiat, purus sed fermentum luctus, turpis lacusposuere orci, at facilisis est leo dapibus libero. Pellentesquehabitant morbi tristique senectus et netus et malesuadafames ac turpis egestas. In lacus libero, convallis eget, variusvitae, consectetuer a, leo. Integer tempus. Class aptent tacitisociosqu ad litora torquent per conubia nostra, per inceptoshimenaeos. Donec ultricies magna nec magna. Quisque egetmauris id eros porttitor viverra. Donec facilisis tinciduntligula. Nunc placerat semper odio.Heading 2Cras dignissim neque. Proin eu velit nec nunc molestiescelerisque. Quisque egestas, sem nec pretium eleifend,nunc magna tristique ipsum, non rhoncus quam leo pretiumlorem. Ut id nulla. Cras venenatis tempus nulla. Suspendisseac magna non libero volutpat posuere. Ut eu augue. Vivamusid lectus. Phasellus malesuada fermentum felis. Nulla liberopurus, bibendum non, luctus ut, congue sed, massa. Aeneanrhoncus leo vel eros aenean faucibus sapien eget felis.Morbi ultricies lorem eu nibh. Vestibulum leo tortor,ullamcorper et, placerat non, molestie eget, elit.In hac habitasse platea dictumst. Proin dictum aliquammassa. Quisque id justo. Vestibulum eget justo et nibhpellentesque facilisis. Aliquam aliquet.Heading 3 style Amasis Bold 10/12ptIn at leo. Donec dapibus nisi interdum lacus. Fusce veliteros, tempus a, fermentum eu, tincidunt id, lacus. Classaptent taciti sociosqu ad litora torquent per conubia nostra,per inceptos himenaeos. Phasellus lobortis, est nec mattisconsectetuer, diam orci rutrum libero.– Bullets tabbed at 3mm– 0.5mm space before, 0.5mm space after– Tortor placerat tristique. Ut neque elit, viverra– Semper, sollicitudin ut, scelerisque nec– Ante vitae lectus. Donec malesuada lorem– Tortor placerat tristique. Ut neque elit, viverra– Semper, sollicitudin ut, scelerisque nec– Ante vitae lectus. Donec malesuada lorem– Semper, sollicitudin ut, scelerisque nec– Last bullet 0.5mm space before, 3mm afterIn at leo. Donec dapibus nisi interdum lacus. Fusce velit eros,tempus a, fermentum eu, tincidunt id, lacus. Lorem ipsumdolor sit amet, consectetuer adipiscing elit. Mauris at nisi etrisus scelerisque bibendum Fusce sit amet enim.File name: Amasis Light 8/12pt23 October 2008

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