1.0 Logo application rulesAVOCET BRAND GUIDELINES

Minimum size 40mm wide

The Avocet logo should always have a clear space surrounding it that is left clear of other graphic elements or intrusive backgrounds such as busy photography. The dimension of this exclusion zone is the equivalent of taking the a of the Avocet logo at whatever size it is used, and applying this distance to all four sides.

Exclusion zone

The Avocet logo may be used as large as is necessary, however it shouldn’t be used below the minimum width of 40mm as shown on this page.

Logo size

The Avocet logo is a fixed device, and therefore should NEVER be altered in any way, be it a graphic adaption or an adaption of colour or gradient.

However, there may be certain times when the use of the full logo isn’t feasable i.e on pens. In this instance, the use of the ‘wording only’ logo may be used.

Exceptional Use

Wording only logo

1.1 Logo varientsAVOCET BRAND GUIDELINES

Full colour CMYK - Gradient

The main Avocet logo is the gradient CMYK version. This MUST be used wherever possible. The solid green colour logo can be used as an alternative if the legibility of the gradient logo will be compromised.

Colour variants

Full colour CMYK - Solid Greyscale - Solid

Black - Gradient White - Solid

The greyscale Avocet logo should be used only when production techniques or budgets make use of the colour versions unfeasible. In this instance this would be the preferred version over the solid black or white versions.

Greyscale variant

The black and white Avocet logos should be used only when production techniques make use of the greyscale version unfeasible, such as on a fax. The white variant should not be used as a default option for reversing out of photography on customer facing communications (we would prefer the photography to be faded to white to allow the use of the main Avocet gradient logo). The use of the white avocet logo can be used against a solid background from the secondary palette for internal communications. This can allow documents to be easily identified.

Single colour variants

1.2 General principlesAVOCET BRAND GUIDELINES

DO NOT change the realtion between

the core elements

The Avocet logo should be used in its entirety at all times. Its four core elements and the relation between them should never be altered.

Relation of core elements

When used in its entirety the Avocet logo should never be rotated or distorted.

Distortion

The Avocet logo should always be reproduced using one of the approved artworks, and in such a way that its legibility is not compromised.

Colour and Contrast

DO NOT change the realtion between

the core elements

DO NOT rotate the logo or any of its

core elements

DO NOT distort the logo or any of its

core elements

DO NOT change the colour of the logo or

any of its core elements

DO NOT use the logo on imagery or backgrounds

which would compromise its legibility

2.0 Colour paletteAVOCET BRAND GUIDELINES

The colours used within the Avocet logo - namely the logotype and the strapline, form the primary colour palette. These colours can be used for certain typographic elements - such as headings and bullet points. They can also be used for small amounts of solid colour areas, such as buttons or boxes on a digital or print application.

Black doesn’t form part of the Avocet colour palette, however it should be used for body copy only.

Primary palette

All of the colours in the secondary palette may be used as solid colours for feature typography i.e headlines or text you want to highlight, small areas of colour such as buttons or boxes on a digital or print application, and for environmental props - such as chairs or stools at a trade show.

Secondary palette

Primary palette

The process colour breakdowns are detailed opposite. Please note however, these are for guidance only. When printing four colour process, the printer must always visually match to the special colour.

C 49M 0Y 44K 64

AvocetSea green

R 41G 81B 63

AvocetGradient

C 49M 0Y 44K 64

C 29M 16Y 26K 13

+

Secondary palette

C 0M 100Y 34K 53

AvocetDeep red

R 111G 0B 43

C 15M 0Y 15K 42

AvocetCalm green

R 122G 137B 128

C 77M 100Y 0K 31

AvocetPurple

R 54G 14B 91

C 0M 60Y 60K 0

AvocetPeach

R 235G 109B 81

C 70M 0Y 38K 8

AvocetAgua

R 50G 161B 147

The Avocet special colours referenceFor Avocet Sea Green use *PANTONE® 5615 c For Avocet Deep Red use *PANTONE® 209 c For Avocet Calm Green use *PANTONE® 444 c For Avocet Purple use *PANTONE® 2627 c For Avocet Peach use *PANTONE® 7416 c For Avocet Aqua use *PANTONE® 7473 c

PANTONE® is a registered trademark of Pantone, Inc. The process colour percentage formulas specified have neither been checked nor approved by Pantone, Inc. as being accurate for the respective solid PANTONE colours.

3.0 Brand typefaceAVOCET BRAND GUIDELINES

The Avocet brand typeface should always be used in print applications, and where production issues allow it should also be the preferred choice for digital applications. It comes in a variety of weights, giving the flexibility to give a different emphasis and feel. However the two main cuts that should be used for the most part are Book for body copy, and Bold for headings. Generally speaking, it should be justified range left, unless circumstances make it inappropriate to do this, such as within a diagram or chart.

ITC Avant Garde Gothic

This font has been selected for instances where ITC Avant Garde Gothic may be unavailable - such as a website. In this circumstance it is a good second choice. It comes in a smaller amount of weights, but still gives a degree of flexibility, depending on the emphasis required. However the two main cuts that should be used for the most part are Regular for body copy, and Bold for headings. It should be justified range left for the most part.

Trebuchet MS

ITC Avant Garde Gothic - Book & Bold

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Trebuchet MS – Regular & Bold

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