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Brand Standards Guide

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Brand Standards Guide BRAND STANDARDS GUIDE LOGO USAGE GUIDELINES TABLE OF CONTENTS Brand Statement ............................................................... 3 Color Palette ...................................................................... 4 Logo Mark ........................................................................... 5 Logo Variations ................................................................. 6 Grayscale ..............................................................................7 One Color / Black ............................................................. 8 One Color / Reversed ...................................................... 9 Scaling .................................................................................10 Isolation Space .............................................................11-12 Improper Usage ...........................................................13-14 Brand Typeface ................................................................. 15 Typeface Usage ...........................................................16-17 Conclusion .........................................................................18 BRAND STYLE GUIDE | PAGE 2 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space BRAND STATEMENT Improper Usage Brand Typeface This identity for Oklahoma Works focuses Typeface Usage Conclusion on the idea of achieving results through cooperation. Oklahoma Works is a partnership of organizations with the goal of improving the state’s workforce, represented here through the various shapes and colors that make up the Oklahoma outline. The use of rounded corners and a vibrant color palette creates a modern, yet timeless style that speaks to Oklahoma’s modern industries and diverse workforce. Although there are multiple colors within the logo, all are shades of orange and blue — iconic colors that all Oklahomans can identify with. The shapes also create a “W” within the Oklahoma outline, allowing the mark to stand on its own, yet still hint at the organization’s name. The Oklahoma Works typeface is a customized treatment of Gotham, which helps emphasize the modern style. BRAND STYLE GUIDE | PAGE 3 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space COLOR PALETTE Improper Usage Brand Typeface CMYK / RGB / HEX PALETTE: Typeface Usage Conclusion The full-color version of the logo is composed of six colors. This version is limited to CMYK printing and RGB display. PMS SPOT PALETTE: The PMS spot color version of the logo is used when printing is limited to just a few inks. CMYK / RGB / HEX PALETTE RUST RGB 241, 101, 33 CMYK 0, 75, 100, 0 HEX #F16521 WHEAT RGB 243, 144, 31 CMYK 1, 51, 100, 0 HEX #F3901F SOLAR RGB 251, 173, 37 CMYK 0, 36, 95, 0 HEX #FBAD25 WATER RGB 33, 63, 153 CMYK 100, 90, 0, 0 HEX #213F99 THERMAL RGB 0, 115, 189 CMYK 100, 48, 0, 0 HEX #0073BD WIND RGB 0, 159, 219 CMYK 76, 20, 0, 0 HEX #009FDB PMS SPOT PALETTE RUST PMS 1655 THERMAL PMS 2144 BRAND STYLE GUIDE | PAGE 4 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space LOGO MARK Improper Usage Brand Typeface Typeface Usage Conclusion ICON CUSTOMIZED GOTHAM EXTRA BOLD LOGOTYPE BRAND STYLE GUIDE | PAGE 5 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space LOGO VARIATIONS Improper Usage Brand Typeface VERTICAL ORIENTATION: Typeface Usage Conclusion The vertically oriented logo should be the default choice. HORIZONTAL ORIENTATION: When vertical space is constrained, consider using the horizontal orientation. VERTICAL ORIENTATION HORIZONTAL ORIENTATION BRAND STYLE GUIDE | PAGE 6 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space GRAYSCALE Improper Usage Brand Typeface When needed, the logo may print in grayscale Typeface Usage with multiple percentages of black. Conclusion VERTICAL ORIENTATION HORIZONTAL ORIENTATION CMYK 0, 0, 0, 100 CMYK 0, 0, 0, 80 CMYK 0, 0, 0, 70 CMYK 0, 0, 0, 40 CMYK 0, 0, 0, 20 BRAND STYLE GUIDE | PAGE 7 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space ONE COLOR / BLACK Improper Usage Brand Typeface When printing is limited, the logo may be printed Typeface Usage in 100 percent black. Conclusion VERTICAL ORIENTATION HORIZONTAL ORIENTATION CMYK 0, 0, 0, 100 BRAND STYLE GUIDE | PAGE 8 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space ONE COLOR / REVERSED Improper Usage Brand Typeface When printing is limited or the logo needs to sit on top Typeface Usage of dark colors, use the reversed white logo. Conclusion VERTICAL ORIENTATION HORIZONTAL ORIENTATION BRAND STYLE GUIDE | PAGE 9 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space SCALING Improper Usage Brand Typeface Please adhere to the following scaling guidelines. The Typeface Usage 1 Conclusion logo should never be smaller than /2 inch, while the 1 icon should never be smaller than /4 inch. The icon can be used alone if the full logo or full name already has appeared in the layout’s context. NEVER SMALLER THAN NEVER SMALLER THAN 1 3 /2 INCH /4 INCH The icon can be used alone NEVER SMALLER THAN 1 if the full logo or full name /4 INCH already has appeared in the layout’s context. BRAND STYLE GUIDE | PAGE 10 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space ISOLATION SPACE Improper Usage Brand Typeface Typeface Usage VERTICAL ORIENTATION: Conclusion No matter the logo’s size, the isolation space is twice the space between the icon and logotype. Keep all copy and other graphical elements outside of these margins. = space between icon and logotype = isolation space equals twice the space between icon and logotype BRAND STYLE GUIDE | PAGE 11 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space ISOLATION SPACE Improper Usage Brand Typeface HORIZONTAL ORIENTATION: Typeface Usage Conclusion No matter the logo’s size, the isolation space is twice the space between the icon and logotype. Keep all copy and other graphical elements outside of these margins. = space between icon and logotype = isolation space equals twice the space between icon and logotype BRAND STYLE GUIDE | PAGE 12 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space IMPROPER USAGE Improper Usage Brand Typeface Adhering to proper usage guidelines will maintain Typeface Usage the brand integrity of Oklahoma Works. The Conclusion following are examples of improper logo usage and applications. Under no circumstances should any of these scenarios be published. Do not change the size ratio Be mindful of color backgrounds. Do not add a stroke to the of logo elements. Do not apply the full-color logo to a logo to make it stand out on color that is close in hue or shade. a dark background. Use the reversed logo instead. Never add a drop shadow Do not tilt the logo. Do not separate the logotype to the logo. from the icon. BRAND STYLE GUIDE | PAGE 13 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space IMPROPER USAGE Improper Usage Brand Typeface Adhering to proper usage guidelines will maintain Typeface Usage the brand integrity of Oklahoma Works. The Conclusion following are examples of improper logo usage and applications. Under no circumstances should any of these scenarios be published. Do not change the placement Never change the color. of logo elements or the space between them. WE DEVELOPED OUR OWN TAGLINE! Never create your own tagline or augment the logo’s wording. BRAND STYLE GUIDE | PAGE 14 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space BRAND TYPEFACE Improper Usage Brand Typeface GOTHAM ­­— A STRONG TYPEFACE Typeface Usage Conclusion Gotham is a family of widely used geometric sans-serif digital typefaces. It’s strong, bold and easily legible, which lends itself to any media. ABCDEFGHIJKL MNOPQRSTUV WXYZÀÅÉÎÕØ Üabcdefghijk lmnopqrstuvw xyzàåéîõøü&123 4567890($£.,!? BRAND STYLE GUIDE | PAGE 15 TABLE OF CONTENTS Brand Statement Color Palette Logo Mark Logo Variations Grayscale One Color / Black One Color / Reversed Scaling Isolation Space TYPEFACE USAGE Improper Usage Brand Typeface COMPANIONS Typeface Usage Conclusion When developing marketing material for Oklahoma Works, below are a few recommended typeface companions that will complement the partnership’s logo mark. GOTHAM BLACK IN ALL CAPS FOR HEADLINES Gotham Light for subheads at 80% the size of companion headlines. Minion Pro for a complementary body copy set at 12-point size with a 3:4 leading ratio. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin viverra eu dolor a scelerisque. Quisque hendrerit convallis
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