2017 Brand Guidelines Brand Guidelines for Cast Influence 2 Introduction
About This Guide
The Cast Influence brand is a visual system that communicates the heart of our work and our identity. This guidebook outlines all written, visual, and graphic elements that exist within our brand. Brand Guidelines for Cast Influence 3 Table of Contents
Our Brand Graphic Elements Applications Contact
5 About Us 11 Logo 28 Business Cards 36 Contact Information 6 Vision 11 Brandmark 29 Social Media 7 Values 12 Variations 30 Sample Post 8 Promises 13 Clearspace 31 Construction 9 Voice 14 Improper Use 32 Variations 16 Typography 33 Email Signature 21 Colors 34 Page Layout 24 Icons 25 Photos 26 Gradients The Cast Influence Brand
Brand Guidelines Brand Guidelines for Cast Influence 5 Table of Contents
Who we are:
Cast Influence is more than marketing. It is a way to broad(cast) your company in order to be influential in society and for target audiences.
It is traditional and non-traditional marketing, digital marketing, PR with a focus on solving consumer/customer problems for our clients in order to create audience and subscribers that TRUST them.
We go a step further by providing C Level marketing consulting that funnels through all communications and initiatives. Services are sold either as a la carte or in a package that is Managed Marketing as-a-Service (MMaaS). Brand Guidelines for Cast Influence 6 Table of Contents
Our Vision: We Inspire business leaders to grow their companies while building a positive influence. Brand Guidelines for Cast Influence 7 Table of Contents
Our Values
Our values support our who Honesty we are and our vision. They are present in every single interaction the world has with our brand, including our Quality visual communications styles. Inspiration Creativity Integrity Brand Guidelines for Cast Influence 8 Table of Contents
Our Promises To ensure we always stay true We always strive to do to who we are, our vision and our values, We make and keep these promises to our clients: the right thing.
We don’t over promise.
Our focus is always what you are trying to achieve. Brand Guidelines for Cast Influence 9 Table of Contents
Voice In order to ensure these ideas Our voice shows people that reach every person in our audience, our brand needs to carry them with every internal and external interaction it Cast Influence cares about has. To do this we write copy in a voice that is friendly, empowering, and kind, but their well-being. not without a sense of humor.
Our voice is sincere, conversational and clever. It is sincere, conversational, and clever. Logo
Brand Guidelines Brand Guidelines for Cast Influence 11 Logo
Primary Logotype
Meet our logo! This primary logo is our favorite and should be used when circumstances allow. This is the clearest way we can represent our company visually.
Brandmark
Meet our brandmark! This is the prefered way to represent our brand when horizontal space is limited. This works especially well in square formats. Brand Guidelines for Cast Influence 12 Logo
Logo Variations
Our logo is very versatile and can be altered in a lot of different ways. For the sake of consistency and legibility, please stick to these official forms of style variation.
Use the full color version wherever possible.
Use the white version on dark backgrounds.
Use the black and white version when deemed appropriate. Brand Guidelines for Cast Influence 13 Clearspace
Clearspace Primary Logotype
Our logo needs some breathing room. Make sure you give it space x x to stand out. For the primary logo the margin of clearspace is measured by total height of the logo. Under some circumstances, x the bottom margin may be much smaller. (see front cover of this guide for an example)
Use your best judgement when x x providing clearspace. If it feels cramped, simply default to the margins shown here.
Minimum Size
Our brand has no hard and fast rule for determining the minimum size for the logo. Instead simply abide by a single rule:
ALWAYS be sure the text is legible. Brand Guidelines for Cast Influence 14 Improper Usage
Improper Usage Don’t place on busy/bright images Don’t rotate the logo Only use specified colors
To maintain consistency across all communications, we’ve identified a few ways the logo should not be used. Here are some examples.
Don’t rearrange elements Don’t stretch the logo No full color on dark backgrounds
Don’t use a gradient fill Don’t alter size of brandmark Don’t use effects or drop shadows Typography
Brand Guidelines Brand Guidelines for Cast Influence 16 Typography
Intro to Typography
Typography can make or break a brand. By now you’ve probably noticed that our brand favours clean, light, legible typefaces for body copy.
We use Myriad Pro, a beautiful font that comes packed with a variety of Myriad Pro crisp, clean, modern weights. The next few pages will teach you how to use them. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890- =!@#$%^&*()_+[];’,./{}:”<>? Brand Guidelines for Cast Influence 17 Typography
Weights
Although Myriad Pro comes with a lot of different weights, we tend to use just two in our brand. Instead using size to create a visual hierarchy. Headlines Headings are set in “Myriad Pro Bold” and are always the largest. Tracking is set to -25, kerning is optical.
Body copy is set much smaller in “Myriad Pro Regular” Body copy Subheadings are set in “Myriad Pro Bold” with -25 tracking with optical kerning. Their size decreases in proportion to their importance in hierarchy. Subheading Brand Guidelines for Cast Influence 18 Typography
Hierarchy Content for this section coming soon! Example Heading This is an Example Subheading And finally, this is some example text. The rest of this text is just filler. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce et aliquam nibh. Vivamus volutpat malesuada nulla ut suscipit. Donec consequat ipsum vel augue hendrerit sodales. Donec molestie non ex vitae rhoncus. Ut consectetur, odio a eleifend maximus, ante libero congue sapien, et gravida lectus ex hendrerit ex. Proin sagittis pulvinar odio in facilisis. Nunc at magna est. Nullam sit amet sapien nisi.
Alignment Another Subheading In most cases text should be left Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce et alligned, ragged right. aliquam nibh. Vivamus volutpat malesuada nulla ut suscipit. Brand Guidelines for Cast Influence 19 Typography
Tracking
By default Myriad Pro has a lot of space in between letters. At small sizes, this aids in legibility but at large Example sizes it makes letters feel loose and disconnected. Normal Tracking, Metric Kerning Headings and subheadings should use -25 tracking and all text should use optical kerning.
The difference is subtle, but as the old adage goes, “The devil is in the details.” Example
-25 Tracking, Optical Kerning Colors
Brand Guidelines Brand Guidelines for Cast Influence 21 Colors
Primary Colors Deep Purple 100% RGB #66499E Our color palette is inspired by nature and aims to be lively and energetic. CMYK 72,84,0,0
Deep Purple is our primary color and is used for headlines. 25% 55% 80%
Teal and Light Green are considered interchangeable for most uses, so long as legibility is not sacrificed when applied to Teal 100% Light Green 100% text. RGB #009789 RGB #8BC249 CMYK 83,19,53,2 CMYK 51,2,94 Large volumes of text should not be set in either color but rather an 80% black tone. In some cases, especially when type is set in 25% 55% 80% 25% 55% 80% large sizes, use of color is perfectly acceptable.
Black 80%
25% 55% 75% Brand Guidelines for Cast Influence 22 Colors
Additional Colors
These swatches denote our full color system. The “6” Level colors are equivalent to the 100% swatches shown on the previous page.
This system is arranged to provide easy options for accents and details in vector graphics.
6 0 1 2 3 4 5 6 7 8 9 Graphic Styles
Brand Guidelines Brand Guidelines for Cast Influence 24 Icons
Icons
For icons we use the “Font Awesome 4.7 Icon Set”.
These icons are rapidly becoming universal as they are open source and very easily used in all mediums.
The icon pack contains hundreds of unique and useful graphics that can represent an enormous array of ideas. They are scalable, and completely web-safe.
For more information visit fontawesome.io or to see a complete list of available icons, visit fontawesome.io/cheatsheet Brand Guidelines for Cast Influence 25 Photography
Photographic Style
Our style of photography is clean and natural. Avoid dark and gloomy photos in favor of cheerful well lit scenes.
Our photographic style should illustrate people having fun, collaborating, or just plain communicating!
Gradient filters can be used with our brand colors to create a sense of unity across different photographs. As a general rule, people appearing in photographs should reflect the age range of the specific demographic the message is meant to be recieved by. Brand Guidelines for Cast Influence 26 Colors
Gradients 2
We love gradients! Similar to our brandmark, we like to use gradients in other elements of the brand. Our gradients are composed of a unique two gradient system.
Base Layer Gradients1 should always be composed at a linear 45º angle from light to dark, right to left, top to bottom. Sticking to this will help to create the illusion of a common light source across all branded materials.
The top layer gradient is radial2, Light green in this example, with the point of origin being 45º outside the composition. It is placed right over 1 the transition in the base layer gradient. the 0% opacity stop is about halfway through the composition (note the point of the arrow). Applications
Brand Guidelines Brand Guidelines for Cast Influence 28 Table of Contents
Business Cards
For business cards we use the white variation of the logo.
Our cards are designed to be spacious, uncluttered and clean.
They may optionally contain an uplifting image in the background, below the gradient layer. Brand Guidelines for Cast Influence 29 Social Media
Social Media
Our social media presence should feel consistent with the rest of our branded materials. Our header images use our official tri-color gradient as an overlay, and our posts use one of three monochromatic overlays. Brand Guidelines for Cast Influence 30 Social Media Post Sample
Social Media
Here’s an example of how we promote our brand via social media.
Social Media Posts are monochromatic, and place a strong emphassis on the information in the graphic.
A single color overlay allows some of the background image to come through without distracting the reader from the written content. Brand Guidelines for Cast Influence 31 Social Media Post Construction
Social Media Post Constrcution
Here’s an example of how we build social media posts.
The base layer is any photograph that fits our brand’s style crieteria.
The top layer places text on a shape that is our Primary color. The shape’s opacity is 79% and the rest of the layer is fully opaque.
In the middle is an adjustment layer with the following settings: Brand Guidelines for Cast Influence 32 Social Media Post Examples
Social Media Post Variations
Using this construction method, we can build thematically consistent social media posts while preserving an air of individuality among them.
This example illustrates two layouts in each of our monochromatic color pallets. Brand Guidelines for Cast Influence 33 E-Mail Signatures
E-Mail Signatures
Our email signature is a two column table with the full-color logo on the left, and contact information displayed to the right.
Source Code
Available at the following url: Brand Guidelines for Cast Influence 34 Page Layout Samples
Page Layout Samples
Here are some samples of Page Layout that are on-brand. Note Heading Rem repta dolupta eaque conem the use of color, typography and repuda ventiate nus expedis moluptur Compelling Title Goes Here ressunt veni beristrum et ullupiendit qui ipsapitas andebisqui ut verundis nonsequ photography to apply a consistent iationseque del ipicipsam aceribus cullici pitaqui dellorum qui to omnis moluptatur? theme of healthy living. Everferitis alit eatus eturiate por as nam reperum reperuptatem dolupture, sin pe volo qui ad eos maionse ctiati bearunto et et es enis dolor secate etur, optatur autem facidiostio. Aspis dolectatquo vid maximus, seque perfers perios se et dolorro ruptat et et modigeniet evendi voles sunt acit liquam hari comnisc itibusae poremod es quunto omnit, odis necestem hilla dellam exernat ibearum sunduciis iliquam re vendiss
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Contents
Lorem Ipsum Dalor Sit 3 Filler Text 4 Dummy Text 5 Lorem Ipsum 6 Lorem 7 Iqui dolessus, offi ci doluptas quo exceatur ape disque omnihil et excea praecupis nonseque nonsenet fugiati Ipsum 8 nctempor aceperum earibusam conem iscium entibus daecae. Itati nonsenim veligene offi cipicae nempor Heading Dalorem 9 mos mostruptium cum quia dunt asperiassi bla que nonet volleni stibus excero toriatem sit voluptata doluptiis exerspietur simporum, qui odissi conserferiam re comnis volupici conse volorem lanis eossi ut veratin ulparch Lorem Ipsum 10 itaerumquame nim faccum hariam voluptiam sime alique mo debit et ommolor eptatem pelecat at eum Lorem Opportunities 11 necum ventur sum rest faceper natempelibus ea voluptist licia sus explit, cus et iminciis minum et pratatibus, cullore peraerferum voluptas underferrum, utem quatiantio et quatiam hari blander ferumquam, tem nonecep erferum nobit es dellum estrum fuga.
4 2 Contact Us
Brand Guidelines Brand Guidelines for Cast Influence 36 Contact Us
Contact Information
Questions about how to use our brand? Reach out!
Justin Kraft [email protected] Tel. (720)-284-8572
We are committed to upholding the integrity of our brand and ask that you do the same. We’re happy to give you advice on using our brand if you feel your request is not answered in these guidelines. We reserve the right to remove any advertising that you’ve administered if our brand is used incorrectly. Thank you!