OH CHUTE Brand Guide

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BRAND GUIDE

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WHO ARE WE?
3 4
LOGO STUFF
8 9
12
COLORS
ARE YOU MY TYPE?
USE YOUR VOICE
OH CHUTE is a brand for those afraid of
taking the leap into the next stage of life.
We believe life is about taking risks and
embracing failures.
With every new stage of life we are faced with
new risks and challenges. Use your parachute
pack to bolster bravery while jumping through
life’s awkward stages—teenager, adulting,
parenthood, empty nest, retirement.

PRIMARY LOGO
The primary logo is created
from a combination of
typefaces:legrei Regular,Gill
Sans,HWT Mardell,Obviously
and BadTyp. The type is
mismatched to emphasize the
concept of making mistakes. The
skydivers are created from the
exclamation mark from BadTyp
type with the addition of arms
and legs.

ALTERNATIVE LOGOS
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Alternative logos may be used
on white backgrounds only. The
OH CHUTE logo with the white
trapezoid may be used on solid
color or pattern backgrounds.
H !
H
E
CHUTE!

CLEAR SPACE
Use the letter “T” in the
OH CHUTE logo as guide to
provide adequate clear
space between the logo and
other design elements.
The minium width of the
logo with type is 1 inch.
CLEAR SPACE
1 INCH

IMPROPER USAGE
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Although our brand is
about OH CHUTE moments, we
want to be consistant. Do
not stretch and distort
the logo. Use the white
trapezoid when placing the
OH CHUTE logo on a color
or pattern background.

COLOR
The OH CHUTE brand uses
five main colors. Our
colors are reminicent
of warning and traffic
signs. When possible,
multiply the colors for
a transparent layering
effect. When using
Retirement Blue as a
background, opacity may
be lowered for greater
contrast between elements.
YELLOW BELLY
TEEN
ORANGE YOU
ADULTING
KID INDUCED
RED EYE
#F0B21D
RGB 240 178 29
CMYK 5 31 100 0
#E37325
RGB 227 115 37
CMYK 7 66 100 0
#E03C29
RGB 224 60 41
CMYK 7 92 97 0
ROBIN’S EGG LEFT
THE NEST BLUE
#48B7B5
RGB 72 183 181
CMYK 67 5 32 0
#FFFFFF
RGB 255 255 255
CMYK 0 0 0 0
WHITE AS A GHOST
NOT FEELING BLUE
ABOUT RETIREMENT
#116A81
RGB 17 106 29
CMYK 89 48 37 11

TYPOGRAPHY
Use Roboto Mono bold for
any body copy and emphasize
OH CHUTE with Robot Mono
Italics. Titles and
headlines are created with
a combination of several
typefaces. Balancing thicks
and thins is important for
creating a wonky feel. Have
fun and be creative with
the type. Resize and rotate
letters until you find a
good fit. Remember OHCHUTE
loves to take risks and
acknowlegdges that mistakes
are part of the process.
ROBOTO MONO BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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ROBOTO MONO BOLD ITALIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
BadTYP
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
FLEGREI
ABCDEFGHIJKLMNOPQRSTUVWXYZ
HWT MARDELL
ABCDEFGHIJKLMNOPQRSTUVWXYZ
DRUK WIDE BOLD
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
GILL SANS ULTRABOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
OBVIOUSLY WIDE BLACK
ABCDEFGHIJKLMNOPQRSTUVWXYZ

PATTERNS COLOR
OH CHUTE patterns are
created from a combination
of elements found within
the logo and various
OHCHUTE colors. The
background color of each
pattern correspondes with
each color category. For
example, all PREPARING TO
JUMP assests contain a
matching yellow background.

BRAND ILLUSTRATIONS
ASSETS
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All OH CHUTE illustrations
are created from a
combination of elements
included within the logo.
BE CREATIVE! Take risks
and find new ways to
create what you need.
!

BRAND VOICE
Be direct, positive and
light hearted. Phrase
should include: “Use
CHUTE”, whenever possible.
Focus should remain on
creativity, humor, and
postive language. Have a
problem? Use CHUTE to...

TYPOGRAPHY
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IMAGERY INSTRUCTIONS