The GAF logo

The RED BOX and the white type represent the most concise visual expression of the GAF brand.

Strong, unique, simple, and timeless, it must be respected and applied to every GAF visual communication.

Never, under any circumstances, should the logo be altered or recreated. Use only these approved guidelines when reproducing and applying the GAF signature logo.

Clear Space

The RED BOX should always have a minimum space around it to ensure impact and legibility.

As shown on the graphic, it’s recommended to keep a minimum amount of space around the red box equal to half the height of the letters.

For example, the letters above are approximately 1” high. Therefore, when using the logo at the size shown above, you should maintain a minimum clear space around the logo of 1/2” (represented by the light blue shading).

Clear space should be half the height of the letters (min.)

Clear space

Clear space

Cle

ar sp

ace

Color

Color ia a key component of GAF’s visual identity.

The consistent use of the colors accross brand communications builds recognition of the GAF brand, while contributing to a unified look and feel accross the board.

Red is the main color. The exact tone may vary slightly according to the different methods and technologies used to reproduce it.

Full color(this is the preferred logo for full color print usage)

2-color(this is acceptable for use when full color printing would be prohibitively expensive)

1-color(for use only when 4-color or 2-color are not feasible or are prohibitively expen-sive, for example, when screen printing T-shirts or mugs or for embroidery)

Grayscale(this is NOT preferred and is for use only when you’re including the logo on something that is being printed with grayscale type)

100% Magenta 100% Yellow

Pantone PMS 185

Pantone PMS 185

RED:

BLACK

BLACK

GRAYSCALE

RED:

RED:

Secondary Color

Dark blue is used as a second color for GAF’s tag line (pictured 4 ways), some backgrounds, and most of our literature.

The blue used is Pantone PMS 2757, translated in CMYK as C100/M79/Y0/K27

The typeface used for the tag line is Helvetica Bold Condensed Italic.

Typography

The consistent use of a typeface in all communication pieces increases recognition.

Futura is the preferred typeface (attached). Helvetica and Arial can be used when Futura is not available or practical.

When a Serif tyface is required, Caslon is the prefered typeface, with Goudy Old Style as a substitute.

Don’t

Any misuse of the brand diminishes its integrity and confuses our audience, in addition to promoting further misuse.

The samples pictured here are common misuses that must be avoided.

Consult the Creative Services Department in Wayne if you’re not sure about an unusual approach you’re considering.

...change the proportion of the logo

...change the angle

...print over the logo

...use backgrounds that hide the logo

...reverse the logo

...change the color or shape