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Visualized Technology

VIEWS: 12 PAGES: 19

Visualized Technology

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  • pg 1
									Cover Page

Page 1

Visualized Technology

btrax

Branding Guide version 1.1, January 2009

Branding Guide version 1.1

Introduction & Icon Guide

Page 2

Introduction & Icon Guide

Branding Guide version 1.1

Introduction & Icon Guide

Page 3

This Branding Guide explains the appropriate methods to visually identify the btrax brand. By adhering to the guidelines within, you can help ensure the integrity of the btrax brand. The long-term value of your brand is dependent on consistent visual presentation. Altering or ignoring the brand standards set forth in this guide runs the risk of detoriating the btrax brand.

With this in mind, the guide was designed for high usability. The only exceptions to the rules set forth in this guide should be when using brand elements in an illustration or another piece of artwork. It should be distributed widely to all external vendors and employees who interact with clients or create marketing materials.

To help guide you in making the correct brand decisions, you will find many different examples of how to visually express the btrax brand. Look for the following icons to help you determine what is proper and what is improper.

A green circle with the "+" icon indicates a proper use of the brand.

A yellow circle with the "-" icon indicates a proper use of the brand under very specific circumstances.

A red circle with the "x" icon indicates an improper use of the brand.

Branding Guide version 1.1

Logo, Logotype, Typefaces & Nomenclature

Page 4

Logo, Logotype, Typefaces & Nomenclature

Branding Guide version 1.1

Logo & Logotype

Page 5

The logotype is probably the most recognizable method of identifying the btrax brand. The goal is to use this custom designed type style to denote a sense of speed, balance, and stability. This is intended to speak directly to the essence of the btrax brand, which subtly provides clients with an impression linked to your target descriptive words.

The smooth nature of the logotype along with the slanted angle of the letters suggests streamlined speed. The stylized shape of the "B" hints at a musical record for the key brand concept of supporting "A" tracks (clients).

Horizontal layout

Vertical layout

Branding Guide version 1.1

Logo & Logotype

Page 6

Always use the standard orientation and proportion of the logo. Notice that when the logo is against a background it is not outlined. Instead it is inversed.

Never alter the proportion, spacing or skewing of the logo. Never use an outlined version of the logo.

Branding Guide version 1.1

Logo & Logotype

Page 7

The logo symbol is carefully chosen to complement the logotype as well as the brand. The logo symbol is a powerful focal point and will serve as a visual anchor in your materials. Using it properly will clearly communicate your descriptive words and phrases of balance, speed, and openness.

Because of the nature and strength of a logo symbol, it may be used as a separate element. However, the logotype may not be used without the logo symbol. The logo symbol can be reduced or increased in size while maintaining its unique character.

Branding Guide version 1.1

Logo & Logotype

Page 8

Always use the standard orientation and proportion of the logo symbol. When placed over a background, the logo symbol is reversed out.

Never skew the logo symbol, reposition its elements or alter its proportions. Never use an outlined version of the logo symbol.

Branding Guide version 1.1

Typefaces

Page 9

The typefaces are meant for use in letter text, body text, or copy text such as the text you are reading now. The fonts "MetaBook Normal" and "MetaPlusBook Roman" are sans serif fonts that stand apart nicely from the logotype. They are both ideal for tag lines, captions, titles, subtitles, or short bodies of text.

The fonts "Universe 45 Light" and "Universe 55 Roman" are sans serif fonts that are especially good for multiple lines or columns of text. You should use italic or bold versions of the secondary typefaces only when contextually necessary. These two fonts may be mixed, but must be used consistently for the same text elements.

MetaBook Normal

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456789
MetaPlusBook Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456789
Universe 45 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456789
Universe 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz123456789

Branding Guide version 1.1

Nomenclature

Page 10

Nomenclature refers to proper use of the brand when the name "btrax" is not displayed in the logotype. Examples of frequent daily use include the body text, emails, faxes, memos, press releases, etc.

Like the logotype, the first letter of btrax should always be a lowercase “b" regardless of the placement in a sentence.

When the brand name appears in body text, always type it as "btrax."

This is an example of properly using the brand name btrax in body text. btrax remains lowercase even if it begins a sentence.
Never type the brand name in body text in any other way. Do not capitalize the first letter of "btrax" even if it is the first letter in a sentence. Be especially careful not to break up the name between lines of text.

This is an inappropriate example of using the brand name Btrax in body text. Btrax should not be used in this manner in body text. This is an inappropriate example of using the brand name B-trax in body text.

Branding Guide version 1.1

Placement & Variations

Page 11

Placement & Variations

Branding Guide version 1.1

Placement & Variations

Page 12

Now that you have been introduced separately to the btrax logo and logo symbol, it is important to realize that they are usually presented together. When the logo symbol appears by itself as a background with lower opacity, it can be slanted left. The angles for slanting the logo symbol are illustrated below.

Notice the dotted blue lines that indicate proportions and placement. As long as the proportions remain intact, you may make the logo and logo symbol as large or as small as legibility and context allow. Just remember that bigger is not always better; composition in context is more important than overall size.

Slanted Left

Careful! Always give the logo enough space. The dotted blue line represents the closest any other element may come to the space surrounding the logo.

Careful! When the logo is used in the slanted style, the vertical stem of the “b” needs to be exactly 90 degrees in relation to the horizontal line.

Branding Guide version 1.1

Color Palette & Variations

Page 13

Color Palette & Variations

Branding Guide version 1.1

Color Palette

Page 14

Besides proper placement and proportion guidelines, it is necessary to outline the approved colors for presenting the logo, logotype, and other brand related elements for the company. For btrax, we have chosen a color palette of dark grey, light grey, and a de-saturated blue as an accent color that represents the “reflection” of a record disk for the “b” .

This color palette should be used for all branding materials printed in color unless color variations explained in the next page are applicable. The choice of these colors is meant to convey the essence of the btrax brand concept of speed, balance, and stability.

against dark grey background

against light grey background

against white background

http://www.btrax.com

http://www.btrax.com

http://www.btrax.com

screen color: #4F525F pantone color: 432 U screen color: #CCD1D7 pantone color: 428 U screen color: #CCD1D7 pantone color: 2706 U traced logo: 40% of color

screen color: #CCD1D7 pantone color: 428 U screen color: #4F525F pantone color: 432 U screen color: #CCD1D7 pantone color: 2706 U traced logo: 20% of color

screen color: #4F525F pantone color: 432 U screen color: #ffffff pantone color: white (none) screen color: #CCD1D7 pantone color: 2706 U traced logo: 40% of color

Branding Guide version 1.1

Color Variations

Page 15

Color variations

http://www.btrax.com

http://www.btrax.com

http://www.btrax.com

screen color: #26A2BD pantone color: 311 U traced logo: 30% of color

screen color: #B3D234 pantone color: 382 U traced logo: 30% of color

screen color: #D9C626 pantone color: 605 U traced logo: 30% of color

http://www.btrax.com

http://www.btrax.com

http://www.btrax.com

screen color: #D88527 pantone color: 152 U traced logo: 30% of color

screen color: #CF1F47 pantone color: 193 U traced logo: 30% of color

screen color: #E72688 pantone color: 226 U traced logo: 30% of color

Branding Guide version 1.1

Brand in Context

Page 16

Brand in Context

Branding Guide version 1.1

Print Collateral

Page 17

Business Card

Envelope

Stationery

Brochure

Branding Guide version 1.1

Branded Apparel

Page 18

http://www.btrax.com

http://www.btrax.com

Branding Guide version 1.1

Other

Page 19

Billboards


								
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