Style guide 09 30 13

BRAND STANDARDS09.18.13

Brand Overview

Logotype Specifications

Logomark Specifications

Tagline Placement

Subsidiary Branding

Typography Palette

Color Palette

Icon Sets

Brand in Context

CONTENTS

BR AND OVERVIEW: WHAT IS VENLY?

POWER OF COMMUNITY +USER FRIENDLY APPROACH

Venly’s name draws inspiration from the

overlapping strength of a Venn Diagram

and our emphasis on a user-friendly

approach to community building through

social media.

A Venn Diagram of Venly would illuminate

the overlapping spheres of commerce,

collaboration, and content found within

communities. The user- friendly aspect of

our name comes from the recognition that

mass adoption of digital technology

depends on its simplicity.

BR AND OVERVIEW: What is Venly?

BR AND OVERVIEW: THE VENLY TREE

FROM THIS CORE COMES A SEED FOR CHANGE

The Venly Tree is a symbol across cultures

of life and strength. It is rooted in nature

but always reaching out. A tree is contin-

ually growing and renewing itself through

the seasons. It is capable of living forever

through its fruit that go on to seed new

growth. It is a natural shelter where com-

munities around the world and through-

out history have tended to gather. It is a

metaphor often used to represent both

venerable wisdom and the organization of

knowledge into branches.

BR AND OVERVIEW: The Venly Tree

BR AND OVERVIEW: THE MISSION

Venly, Inc. is a Cambridge, MA-based global

provider of Member Resource services and

software. Venly trains and certifies recent

college graduates and returning veterans

so they can help local businesses grow

and create jobs, as they strengthen their

communities through social media.

Venly provides essential in-person training,

inculcates the daily discipline necessary

to use it well, and offers the Internet-based

tool set necessary for local businesses to

reach more customers at a lower cost.

At its core, Venly’s mission is to help local

businesses grow.

BR AND OVERVIEW: The Mission

LOGOT YPE

The Venly logotype begins with a “V,”

formed by the base of the Venly tree.

The remaining letterforms are a custom

edit of Google’s typeface, Pacifico, a

script font by Vernon Adams. The use of

script brings a Hi-Touch, human-centric

feel to the brand and emphasizes the

emphasis on user-friendliness.

LOGOT YPE: Over view

Logotype can be printed in one color on a light

background:

(Black + Black or Charcoal + Charcoal)

Logotype can also be printed in two colors:

(Black + Venly Green or Charcoal + Venly Green)

LOGOT YPE: COLOR APPLICATIONS

LOGOT YPE: Light Background

Logotype can be printed in one color on a dark back-

ground: (White + White)

Logotype can also be printed in two colors:

(White+ Venly Green)

LOGOT YPE: Dark Background

Logotype is used in conjunction with a

stacked tagline set in Oswald for the ma-

jority of instances. This format increases

the sizing options of the logo in use.

In rare cases such as the printed business

card the tagline is arranged on one line.

This format should be used sparingly due

to the potential disconnect between “Help-

ing Local” and “Businesses Grow”.

LOGOT YPE: Tag Line

LOGOT YPE: TAG LINE

The Tagline should never be scrunched

underneath the logotype, pushed to

three lines, or tucked after the “y”.

LOGOT YPE: Tag Line

LOGOMARK

The Venly Tree is formed from the core of a

hexagonal, Venn Diagram and the “Venly V”.

This forms a visual marriage between Venly

and local communites and is a constant

reminder of the weighted responsibilites

accompanying that bond.

LOGOMARK: Over view

LOGOMARK: Light Background

Acceptable color applications for logomark:

Venly Green + Charcoal Black + Black

Unacceptable color applications for logomark:

Venly Green + Venly GreenGrey + Charcoal

LOGOMARK COLOR APPLICATIONS

LOGOMARK: Dark Background

Acceptable color applications for logomark:

Venly Green + White White + White

Unacceptable color applications for logomark:

Venly Green + Venly GreenGrey + Grey Grey + White

LOGOMARK SIZING SPECIFICATIONS

LOGOMARK: Sizing Specifications

Logomark maintains white

border to the 1” size.

At sizes smaller than 1”

the logomark drops white

SUBSIDIARY ELEMENT LOGOS

LOGOMARK: Subsidiar y Element Logos

Subsidiary brand elements such as the

Venly Institute, Venly OpCenter, and Venly

Social Score are represented by a typo-

graphical addition to the Venly logotype.

The type should always start in the “nook”

of the “y” to prevent visual overlap with

the brand tag-line.

LOGOMARK: Subsidiar y Element Logos

The OpCenter branding utilizes the same

format. City specifics are listed underneath

“OpCenter” to maintain visual congruency

across the entire system.

T YPOGR APHY PALE T TE

T YPOGR APHY PALE T TE: Primar y Typeface

The Primary Venly Typeface is Oswald, an

open-sourced, Google font family.

Oswald is a reworking of the classic style

historically represented by the ‘Alternate

Gothic’ sans serif typefaces. The charac-

ters of Oswald have been re-drawn and

reformed to better fit the pixel grid of

standard digital screens. It is designed to

be used freely across the internet by web

browsers on desktop computers, laptops

and mobile devices.

OSWALD BOLD

OSWALD BOOK

OSWALD LIGHT

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9



T YPOGR APHY PALE T TE: Secondar y Typeface

The Secondary Venly Typeface is Open

Sans, an open-sourced, Google font family.

Open Sans is a humanist sans serif typeface

designed by Steve Matteson, Type Director

of Ascender Corp. This version contains the

complete 897 character set, which includes

the standard ISO Latin 1, Latin CE, Greek

and Cyrillic character sets. Open Sans was

designed with an upright stress, open forms

and a neutral, yet friendly appearance. It was

optimized for print, web, and mobile inter-

faces, and has excellent legibility character-

istics in its letterforms.

OPEN SANS REGUL AR

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9

OPEN SANS ITALIC


OPEN SANS BOLD


OPEN SANS BOLD ITALIC


T YPOGR APHY EX AMPLE: PAIRINGS

H E A D L I N E ( B o l d , 1 8 p t )This is an example of body text. This is an example of

body text. This is an example of body text. This is an

example of body text. This is an example of body text.

This is an example of body text. This is an example of







body text. (Open Sans Regular, 12/24 pt)

T YPOGR APHY PALE T TE: Positive E xample

When pairing a headline with body copy the

headline should always be set in Oswald and

the text in Open Sans.

HEADLINE EX AMPLE (Bold, 18pt)

T his is an example of body text. T his is an example of body text. T his

is an example of body text. T his is an example of body text. T his is

an example of body text. T his is an example of body text. T his is an ex-

ample of body text. T his is an example of body text. T his is an example

of body text. T his is an example of body text. T his is an example of

body text. T his is an example of body text. T his is an example of body

text. T his is an example of body text. T his is an example of body text.

T his is an example of body text. T his is an example of body text. T his

is an example of body text. T his is an example of body text.

(Oswald Light, 12 /24 pt )

T YPOGR APHY PALE T TE: Negative E xample

When pairing a headline with body copy

the headline should never be set in

Open Sans or the the text in Oswald for

legibility reasons.

T YPOGR APHY EX AMPLE: DISPL AY T YPE VS. BODY T YPE

T YPOGR APHY PALE T TE: Display Type Vs. Body Type

H E A D L I N E ( B o l d , 1 4 p t )This is an example of body text. This is an example of body text.

This is an example of body text. (Open Sans Regular, 10/18 pt)

HEADLINE (Bold, 24pt)This is an example of body text. This is an

example of text. (Open Sans Regular, 12/24 pt)

HE A D L INE ( B o l d , 24 p t )This is an example of body text. This is an example of

body text. (Open Sans Regular, 12/24 pt)

Acceptable sizing pairs:

18 pt Headline + 10 pt Body



*Body copy should never be smaller than

10 pt or larger than 14 pt.

T YPOGR APHY PALE T TE: Display Type Vs. Body Type

AWESOME E VENT

POS T ER E X AMPLE

9.18.13

Display type (Oswald) is used for titles,

headings, and sub-headings. If deciding

between display type (Oswald) and body

type (Open Sans), use the “Two-Sentence

Rule.” If the selected text requires more

than one period, it is body copy and

should be set in body type (Open Sans).

When differentiating between headers and

sub-headers the utilization of Oswald Bold

vs. Oswald Light weights, color, or sizing

can be helpful.

COLOR PALE T TE: VENLY GREEN

COLOR PALE T TE: Venly Green

Venly Green:

c73m6y70k0

#36BB87

*Venly Accent Green:

c71m0y28k34

#30A678

*Venly Accent Green is for use in shadows,

web and mobile buttons, and other secondary

purposes only. It is never used by itself.

COLOR PALE T TE: Venly Green

The updated Venly Green is fresh, current,

and energetic. Shown here are examples of

similar shades of green being utilized in a

web and social media context. By using a

similar visual voice, Venly is placed on the

same platform.

COLOR PALE T TE: SUPPORTING COLORS

COLOR PALE T TE: Suppor ting Colors

Venly utilizes two shades of gray. The

90% gray is purposed for the monotone

logo-mark and logotype, headlines, body

copy, and color backgrounds. The 15% gray

is primarily used for sub-headers, and

occasionally as an accent in info-graphics

and illustrations.

90% Grey:

c0m0y0k90

#333333

45% Grey:

c0m0y0k45

#8C8C8C

Venly accent colors are used primarily to

highlight social media icons, but can also be

used in info-graphics, illustrations, and other

brand collateral.

Venly Red:

c0m80y56k0

#F1595F

Venly Blue:

c70m11y12k0

#109FBF

COLOR PALE T TE: Suppor ting Colors

ICON SE T: VENLY ROLES

1. 2. 3.

1. The local business

Local business is represented by a simplified store-front icon. This icon serves to represent the multitude of businesses and services Venly serves.

2. The chamber of commerce

The chamber of commerce is represented by community members at a round table. This brings the focus not to the antiquated concept of the chamber, but to how Venly envisions they will serve in the future—as a human network.

3. The Venly fellow

The Venly fellow is represented by a familiar user profile. This icon displays a friendly and approachable demeanor,but

remains age, gender, and race neutral.

There are three roles in the Venly process:

ICON SE T: Venly Roles

ICON SE T: VENLY ROLE ICONS

ICON SE T: Venly Role Icons

Role icons can be featured in either Venly

Green (with accent green shadows) or in

45% grey (with 60% grey shadows). v

ICON SE T: Venly Role Icons

Icons should not be utilized separately

from the Venly core unless integrated into

an illustration or info-graphic to maintain

consistency.

If an occasion occurs where this is the

case, shadows should never be used.

ICON SE T: BIG 10 CHANNELS

ICON SE T: Big 10 Channel Icons

Venly focuses it ’s attention around 10 major social media channels:

Google+

Yelp

Facebook

Engagement and Deals

Wikipedia

Pinterest

YouTube

Twitter

Foursquare

LinkedIn

ICON SE T: BIG 10 CHANNELS

Venly focuses it ’s attention around 10 major social media channels:

Google+

Yelp

Facebook

Engagement and Deals

Wikipedia

Pinterest

YouTube

Twitter

Foursquare

LinkedIn

ICON SE T: Big 10 Channel Icons

BR AND IN CONTEXT

BR AND IN CONTEXT: Logotype

The Venly logotype speaks a similar language to its competitors, while stillremaining unique and memorable.

BR AND IN CONTEXT: Logomark

The Venly logomark has the same level of formal simplicity as its competitors. As social media icons are often utilized at small sizes, this simplicity is vital for clarity across platforms.

PRINT MATERIAL

PRINT COLL ATER AL: Poster

Examples of the Venly print material in-cluding Business Cards and Letterhead.

PRINT COLL ATER AL: POSTER



The Venly logomark has the same level of formal simplicity as its competitors. As social media icons are often utilized at small sizes, this simplicity is vital for clarity across platforms.

PRINT COLL ATER AL: BROCHURE

PRINT COLL ATER AL: Brochure

PRINT COLL ATER AL: Brochure

PRINT COLL ATER AL: BUSINESS CARDS, Internal

PRINT COLL ATER AL: Business Card, Internal

The business cards for Internal Operations are two-sided with the back side featuring the Venly logo.

PRINT COLL ATER AL: Business Card, Internal

The back of Internal Operations cards feature the name in 10 pt Oswald and the role, email, phone, and company website in 8pt Open Sans.

PRINT COLL ATER AL: BUSINESS CARDS, Fellow

PRINT COLL ATER AL: Business Card, Fellow

The business cards for fellows are single sided to decrease printing costs and feature both the Venly and local chamber logo. Customization is also added via the title area.

The fellow name and role are set in 10 pt Open Sans Bold and the role, email, phone, and company website in 10pt Open Sans.

PRINT COLL ATER AL: Business Card, Fellow

Style guide 09 30 13

Documents

venly trains

venly treebr

changethe venly tree

white venly greenlogot

black venly green

venn diagram of venly

local businesses

color applicationslogot