Pherona Studios

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Branding guideline style manual for Pherona Studios I designed back in 2011

Text of Pherona Studios

  • 0Brand Guidelines and Style Manuallast updated: 06.02.10

    2011

  • What is a Brand?

    The Pherona Show brand is more than a logo or a set of colors. It is how we present our associations annual tradeshow to our members, our key target audiences and the public. It is reflected in how we write, what we say and how our materials look from the simplest note to the most elaborate guidebook.

    In order to maintain the integrity brand of the show, this Brand Guidelines and Style Manual document was created. It includes information on both design and copy creation standards as well as helpful reference materials.

    It is the responsibility of each and every one of us to comply with our brand guide-lines and approved style. To help you, we have appointed three brand managers to provide additional guidance when you have questions or cannot find the answer within these pages.

    Logo Usage............................................................................4

    Co-Branding.........................................................................11

    Partner Logos......................................................................15

    Logo Placement Examples...................................................16

    Pherona Brand.....................................................................18

    Typography. ........................................................................20

    Pherona Show Written Style................................................21

    Contacts...............................................................................27

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  • Brand Managers For all questions regarding the logo and brand print design, please seeSenior Designer and Art Director Steven Ruddy.

    For all questions regarding written content, messaging and style, please seeManaging Director of Marketing and Design Hugo Cardinale.

    For all questions regarding Web design and Web content additions, please seeManaging Director of Marketing and Design Carlos Keeling.

    For all questions regarding email and social marketing campaigns, please see

    Manager of Web Marketing and Social Media Carlos Keeling or Hugo Cardinale.

    Content Development ProcessAll copy should be thoroughly edited prior to submitting it to graphic or Web design-ers. For copy review, please see Senior Designer and Art Director Steven Ruddy.

    Design Development ProcessOutside Vendor DesignAll work done by outside design vendors must be approved by Senior Designer and Art Director Steven Ruddy. for brand standards and consistency, as well as logo place-ment. This also applies to any design that is done in-house, but not specifically by the Pherona Show graphic design team.

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  • Logo Usage

    The logo is the essence of the Pherona Show brand. The consistency of usage across all print and digital formats will ensure that the messaging remains cohesive to all audiences in all media.

    The logo consists of a mark and type combined, and a tagline. It functions as a single piece.

    The following pages will provide basic guidelines for logo color and usage.

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    Logo Usage

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  • Logo Lockup

    When using the logo lockup, it is important to retain the freespace standard that has been developed.

    Certain branded items (mugs, shirts, etc.) may only use the word Pherona and not include the tagline. This usage should be limited to instances where its not possible to read the tagline when the logo is reduced.

    Clear space around logo

    the Pherona logo should always have an appropriate amount of clear space equal to the size of the p from the logo. this is the absolute minimum amount of space that should surround the identity. This space should always use the same propor-tions and should never be occu-pied by extraneous information. This rule does not apply to co-

    branded applications.

    PRIMARY LOGO

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    Logo Usage

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  • Logo Color Guide

    The chart below displays the acceptable uses of color, ranked in order of preference.

    Logo in Color

    The Pherona logo should pri-marily appear in color when color can be used. On printed

    materials,

    Logo in blackwhen color is not available, the Pherona Logo should appear in

    black.

    Logo in WhiteThe Pherona Logo should ap-pear in white when set against

    a dark background

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    Logo Usage

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  • Logo Color Guide

    Our logo is made of two colors, blue and black. Depending on print and budget con-siderations, either a 60 percent Black or PMS Cool Gray 10 should be used. The Cool Gray adds a third color. It should always be used in large format or high-end applica-tions (such as the annual report).

    Color breakdown

    Colors should be printed us-ing Pantone Matching System (PMS) inks whenever possible for absolute accuracy. PMS numbers vary according to the

    paper finish and intended use.

    RGB breakdowns should be used for on-screen purposes.

    CMYK breakdowns should be used for process, digital, and

    in-house printing.

    PMS 2925C, PMS 7540C, should be used when printing

    on coated paper.

    PMS 2925U, PMS 7540U, should be used when printing

    on uncoated paper.

    PANTONE 2925 C PANTONE 7540 C

    PANTONE 2925 U PANTONE 7540 U

    C: 100M: 10Y: 0K: 5

    C: 0M: 0Y: 0K: 100 (80%)

    PROCESS, DIGITAL, AND IN-HOUSE

    PANTONE-COATED

    PANTONE-COATED

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    Logo Usage

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  • Logo Size

    In order to retain the legibility, with the tagline, the smallest the logo can appear inprint is 1 1/2 x 3/4.

    In some instances, where the logo must be very small, printing restrictions mayrequire the omission of the tagline. In this case, the registered mark should beomitted as well.

    Logo proportions

    The space between Pheronas logotype and Pheronas (A) and the space between Phero-nas and studios (B) should never be altered and should always be proportionally scaled.

    Logo sizeThe Pherona logo should never appear smaller than 1 1/2 in.

    wide.

    A

    B

    1 1/2

    3/4

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    Logo Usage

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  • NEVER use tagline without rest of logo.

    Brand Mark too small.

    Full tagline is too small.

    Do not use tagline with the mark alone.

    The logo should NEVER ap-pear in vertical format.

    The logo should NEVER ap-pear in any color besides blue,

    white, or black.

    Logo Donts

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    Logo Usage

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  • Logo Usage with Imagery

    It is important to keep the logo clear and unobstructed when using it in conjunctionwith imagery. While placement may vary, proper contrast is vital for logo visibility.When possible, place logo over a white background.

    Good Contrast!

    Not enough contrast. Back-ground colors too similar to

    logo.

    Wrong logo version.

    Correct logo version!

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    Logo Usage

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  • Co-Branding the Pherona Show with Other Logos

    In the event that the Pherona Show logo appears with other organization logos, fol-low the guidelines established below. Percentages are based on the area measure-ment of the corresponding logos.

    If the Pherona Show is the MAIN SPONSOR, the Pherona Show logo should appear50 percent larger than any co-sponsoring logos.

    If the Pherona Show is a CO-SPONSOR, the logos should appear at equal size.A clear space equal to the p from the type should separate the Pherona Show logofrom any co-sponsors.

    The Pherona Show logo should always be the fi