Visual Identity Style Guide - Carnegie Institution for …2016/02/17 · Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p8 DO DO NOT change the typeface of the wordmark.

Visual IdentityStyle Guide

M I N I V E R S I O N : 2 JA N 2 0 1 6

Carnegie Science Visual Identity Style Guide

These guidelines represent the building blocks that define the Carnegie Science brand. We want to make our message and product consistent and clear, compelling and attractive while reflecting our Mission and expressing the truth about our enterprise.

This style guide is designed not to stifle your creativity but to give you channels to express it. It should be used as a starting point and road map for developing communications that build a consistent, memorable and distinctive brand identity.

The components that comprise the Brand Identity Assets are:

• Carnegie Science Logo

• Color Palettes

• Fonts & Typography

• Brand Applications

Logo Anatomy

Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p3

Logomark

Wordmark

The Carnegie Science Logo is comprised of a logomark and wordmark. The wordmark continues to carry on the already established Carnegie Science brand. The logomark has been added to visually depict the expanse of our research which includes the universe, the oceans, the earth and as a whole, LIFE.


LOGO V1 : Horizontal (For light backgrounds)LOGO V1 : Vertical (For light backgrounds)

The prefered use of the Carnege Science Logo is in full color on a clear white or light background with a clear zone allowed on all sides. Secondary uses are white on dark backgrounds or black on midtone to light backgrounds. Logo color combinations may not be altered except as described in these guidelines.

Logo Variations

Please Note: The logomark has been created in two variations: The primary logo V1 (p4) with the fossil in outline and V2 (p5) with the fossil in a solid color. Solid versions are intended to be used when the logo is needed in a format too small for the shell line weight to hold. Please choose the version appropriate for your desgn needs.


LOGO V2 : Horizontal (For light backgrounds)LOGO V2 : Vertical (For light backgrounds)

Please Note: The logomark has been created in two variations: The primary logo V1 (p4) with the fossil in outline and V2 (p5) with the fossil in a solid color. Solid versions are intended to be used when the logo is needed in a format too small for the shell line weight to hold. Please choose the version appropriate for your desgn needs.

LOGO V1 : Black Horizontal (For light backgrounds)

LOGO V2 : White Vertical (For dark backgrounds)

LOGO V2 : White Horizontal (For dark backgrounds)

LOGO V1 : Black Vertical (For light backgrounds)



EXCLUSION ZONE

The “exclusion zone” refers to the area around the logo that must remain free from other copy to ensure that the logo is not obscured. As the diagram indicates, the exclusion zone (X) is equal to that of 1/3 the height of the logo.

MINIMUM SIZE

The preferred minimum size for the logo is .75” wide. For special applications, a measurement of no less than .5” wide is acceptable

0.75 inch 0.5 inch

x = exclusion zone

Exclusion Zone & Sizes

LOGO V2 : White Horizontal (For dark backgrounds)

LOGO V1 : Black Vertical (For light backgrounds)


DO NOT change the typeface of the wordmark.DO

DO NOT italicize, skew or distort the logo.

DO NOT run logo in solid colors other than black or white.

DO NOT change the sizing relationship of the logomark to the wordmark.

DO NOT elongate or distort the logo.

DO NOT change the colors of the logomark or the wordmark.

Logo Do’s & Dont’s


DO

DONT

DO

DO

DO

DO

DO

DO


The color palette is divided into two categories, primary and secondary. The primary palette is recommended for use on all corporate materials. The secondary colors provide flexibility to the system and are used to complement the primary palette. All secondary colors may be screened as needed. Consistent usage of the color palette is vital to enhancing the visual presentation of the brand.

Color Palettes

PRIMARY COLOR PALETTE

PMS 874PMS 2757 PMS 376PMS 7459

PMS CMYK RGB

7488 46 / 0 / 90 / 0 150 / 202 / 79

1235 0 / 31 / 88 / 0 255 / 185 / 58

7407 9 / 36 / 93 / 0 230 / 168 / 52

874 25 / 40 / 65 / 0 196 / 154 / 108

1665 0 / 68 / 95 / 0 243 / 116 / 42

159 11 / 71 / 100 / 0 218 / 104 / 39

484 22 / 100 / 100 / 5 170 / 3 / 31

675 17 / 99 / 9 / 0 204 / 29 / 132

2593 61 / 86 / 3 / 0 124 / 71 / 152

PMS CMYK RGB

2757 100 / 85 / 15 / 25 22 / 54 / 113

2718 68 /48 / 0 / 0 82 / 131 / 239

2726 85 / 69 / 4 / 0 59 / 93 / 165

7459 60 / 10 /15 / 0 94 / 182 / 205

3258 63 / 0 / 32 / 0 80 / 201 / 181

5483 80 / 26 / 56 / 6 47 / 139 / 125


PR

IMA

RY

PR

IMA

RY

PR

IMA

RY

PR

IMA

RY

Seco

nd

aryS

econ

dary

Seco

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aryS

econ

dary

Seco

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Secondary palette example use for website icons.

Roboto Slab Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jklmnopqrstuvwxyz1234567890. , : ; ? !

Roboto Slab Light


Roboto Slab Regular


Roboto Slab Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890. , : ; ? !

Lato Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefgh i jk lmnopqrstuvwxyz1234567890. , : ; ? !

Lato Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefgh i j k lmnopqrstuvwxyz1234567890. , : ; ? !

Lato Book

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890. , : ; ? !

Lato Book Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefgh i jk lmnopqrstuvwxyz1234567890. , : ; ? !

Lato Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890. , : ;? !

Lato Bold Italic

A B C D E FG H I J K L M N O P Q R S T U V W X Y Za b cd efg h i j k l m n o p q rs t u v w x y z1 2 3 4 5 6 7 8 9 0 . , : ; ? !

Fonts*


Two typefaces have been selected for exclusive use in the design vocabulary, Roboto, a slab serif typeface,and lato, a san serif typeface. These typefaces complement each another and may be used togetherin application. These are the only typefaces authorized for the Carnegie Institution visual system.

*Complete font application samples tofollow in Full Style Guideline.


*Complete brand application samples to follow in Full Style Guideline.

Logo Applications*

For more information on our Visual Identity GuidelinesCarnegie Institution Publications Office

Tina McDowellCarnegie SciencePhone: 202 939 1120E-mail: [email protected]

Natasha MetzlerPhone: 202 939 1142E-mail: [email protected]

Brand Resouce DownloadsThe Carnegie Institution Brand Resource Download Page can be accessed through the following link: TO COME

Visual Identity Style Guide - Carnegie Institution for …2016/02/17 · Carnegie Science [ Visual Identity Style Guide - Mini V2 ] p8 DO DO NOT change the typeface of the wordmark.

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