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Logo Design Guidelines

Elizabeth Gorman | GD222 | Final Project | Summer 2013

Who Are We?

Leeway Graphics is a new sole proprietorship in central Indiana. Their competition is other freelancers in the area. The companys main projects include logo design and website design. Leeway graphics offers skill backed by a strong education in design. They also offer quality graphic work in a timely manner. We wish to help central Indiana companies design logos, websites, & print materials that will help them truly compete with big box companies & online, cookie cutter design websites. Our attention to detail and prompt communication will generate a positive view of the community bringing back new customers. This company will increase the money being kept in the state furthering our pride in our community and our company. Our Company Values Excellence in Design Timely Delivery Quality Work Strong Customer Communication Dedication to the Community Integrity Everything we do is to further our skills and our clients dollar.

Contents
Logo Signature . . . . . . . . . . . . . . . . . . . . . . 4 Logotype . . . . . . . . . . . . . . . . . . . . . . . 4 Brandmark. . . . . . . . . . . . . . . . . . . . . . . 4 Tagline. . . . . . . . . . . . . . . . . . . . . . . . . 4 Dimensions . . . . . . . . . . . . . . . . . . . . . . 5 The Good . . . . . . . . . . . . . . . . . . . . . . . 6 The Ugly . . . . . . . . . . . . . . . . . . . . . . . 7 Color . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 The Dye Job . . . . . . . . . . . . . . . . . . . . . 8 Primary . . . . . . . . . . . . . . . . . . . . . . . . 8 Secondary. . . . . . . . . . . . . . . . . . . . . . . 8 Halftone Pattern. . . . . . . . . . . . . . . . . . . . 8 Typography. . . . . . . . . . . . . . . . . . . . . . . 9-10 Primary . . . . . . . . . . . . . . . . . . . . . . . . 9 Secondary. . . . . . . . . . . . . . . . . . . . . . . 9
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Content Type . . . . . . . . . . . . . . . . . . . . . 10 Workplace Stationary. . . . . . . . . . . . . . . . . . . 11 Company Letterhead. . . . . . . . . . . . . . . . . 11 Company Business Card . . . . . . . . . . . . . . 11 Company #10 Envelope. . . . . . . . . . . . . . . 11 Advertisements. . . . . . . . . . . . . . . . . . . . . . 12 Environmental Ad . . . . . . . . . . . . . . . . . . 12 Ambient Ad. . . . . . . . . . . . . . . . . . . . . . 12 Print Ad. . . . . . . . . . . . . . . . . . . . . . . . 12

Logo Signature
A. LOGOTYPE The company name uses the font Lobster 1.4 for the main title. This font is easy to read, has a modern style, yet still has the calligraphy feel. The sub header Graphics is shown the the font existence. The combination of the Logotype and subheader creates a nice contrast of line weight creating a easy to read hierarchy of type. It will function well for both digital and printing purposes. B. BRANDMARK The brandmark consists of a perspective of a pencil with the point radiating 2 rows of wifi waves. This displays the companies dedication and skill via manual work as well as their ability to traslate that for the digital world. The strokes used in the pictoral are tapered at the ends giving it the apperance of hand drawn art. C. TAGLINE The tagline for the company is placed in the second wifi wave of the brandmark. The text is reversed out of the image. The font used is Quicksand. The words are bolded and the symbols are displayed in Quicksand Light. This gives importance to the words while allowing the symbols to add space and visual flow.

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Signature

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Dimensions
For the signature,1 x-height of Leeway must be left around the entire signature. The brandmark must have a negative space of a width or height of 5 circles from the halftone pattern found in the brandmark. A distance of 2 halftone circles is required if the logotype is placed below the brandmark.

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The Good
A. Original- logotype, brandmark, & tagline, no rearranging of elements B. Logotype only- no rearranging of elements C. Brandmark only - no logotype or tagline inserted D. Original - logotype with brandmark made smaller matching the height of the Logotype. The tagline is taken out of the pictoral and placed on top of the logotype. Proportions and spacing of Leeway & Graphics does not change. This can also be used without the tagline. E. Logotype & Tagline - tagline is placed above -eeway in the main text just as it is in example D. No brandmark is used. F. Vertical Combination - Tagline and brandmark remain intact as in example A. The logotype is set below, slightly wider than the brandmark. G. Vertical Logo no Tagline - The logo stays the same as example F, and simply remove the tagline.

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(Any variation of brandmark can be displayed in black and white and/or without halftone pattern.)

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The Ugly
A. Decreasing height unproportionally B. Rotating Brandmark C. Stretching

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D. Vertical Type E. Staking all Type with aligned edges

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G. Brandmark with only one wifi wave H. Staking logotype on top of brandmark I. Placing tagline on top of Logotype instead of in the brandmark.

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Typography
PRIMARY : Lobster 1.4 (Regular) SECONDARY : Existence (Unicase Light)

ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopqrs tuvwxyz 1234567890!@#$%^& *()_-+=[]{}\|:;,.< >?/~`

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ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmno pqrstuvwxyz 1234567890!@#$ %^&*()_-+=[]{}\|:; ,.<>?/~`

Typography (continued)
Content Type: Quicksand (Light) Bold Content Type: Quicksand (Bold)

ABCDEFGHIJKL MNOPQRSTUVW XYZ abcdefghijklmn opqrstuvwxyz 1234567890!@# $%^&*()_-+=[]{ }\|:;,.<>?/~`

ABCDEFGHIJKL MNOPQRSTUVW XYZ abcdefghijklmn opqrstuvwxyz 1234567890!@# $%^&*()_-+=[]{ }\|:;,.<>?/~`

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Color

PRIMARY Color Selection

PANTONE 137 C 100% OPACITY

Halftone Pattern - (Radial Gradient)

COLOR 1 PANTONE 137 PC 20% OPACITY Location: 0% COLOR 2 LOCATION 100% 20% OPACITY

PANTONE 7483 C 100% OPACITY

PANTONE PROCESS BLACK C 100% OPACITY

SECONDARY Color Selection

CMYK BLACK C= 0% M=0% Y=0% K=100% LT. GREEN C=84% M=37% Y-100% K=32% DK. GREEN C= 77% M= 25% Y= 89% K= 10% RGB BLACK R=0 G=0 B=0 LT. GREEN R=65 G=136 B=76 DK. GREEN R= 38 G= 96 B= 48 PANTONE BLACK Black 6 C

LT. GREEN 7741 C

DK. GREEN 7483 C

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Workplace Stationary
Company Letterhead
0.5 in. margins

x-height around logo

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Company Business Cards

December 4, 2012 Mrs. Mary Turner 520 Park Avenue Indianapolis, IN 46220 Dear Mrs. Turner: Em ex esto omnihilis verspid quidist, quatque necti con nonseca tiusto blaut lab im imaximo luptur aut qui ario esero to derore exerovi ducienda delecus is sectiumqui necum re, int dusa accus aut voluptae eosa conest, ommo conet paris ea acea volessus et, omnis que nobisqui ad eatus et officit aliquae peratur? Quia id eaque cum quibusanis nulpa ipicae porio tem sum que nem harum atur acia dit modi aligend aeperia eperitae nobit, od mil imaximus reperuntia venducia nobitiisqui im as eiusciam, serepuda non parum auditam qui aliquod evendae et fuga. Et quisque nonserferum lat acerciatur, sum et et, untem eum demquisitat et laut aut litatas sequi quasin consequam, sapid et volor seque officius audio bla sitae volum dis et rero de aut repedit eari consequas aut etus et et millacc uptatem aut velis accupta numque periora soluptaquam dunt dolum ut elignistis inverum as dolorate et vid ex eiume essi re con nonecta tempor reris incia cullessint acepre pa nimposam qui vellupi tassit ipisitium fugit, sam voloreped et quatur? Ebitionsenis deligniam, as atibuste volupta tiniendae porepuda volecus antiunt, niminctor aut utempelit et, quae volumqu idendereptat as paribus. Sincerely,
Elizabeth Gorman, CEO

0.25 in. margins

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BETH GORMAN emgorman23@gmail.com www.leewaygraphics.weebly.com (555) 937-8203 100 Main Street Indianapolis, IN 46220

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5.25 in.

Company #10 Envelopes

0 .25 in. margins

9624 Allisonville Road, Indianapolis, IN 46250

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Mrs. Mary Turner 520 Park Avenue Indianapolis, IN 46220

2.75 in.

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Marketing Items
Environmental Ad
Downtown Indianapolis Canal - Fountain Advertisement

Ambient Ad

Vehicle Advertisement - Rear window decal of a computer window in the shape of the vehicle window.

www.leewaygraphics.weebly.com

5 in.
www.leewaygraphics.weebly.com

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Opening new windows for Indy business.

Print Ad

Indiana State Dye Cut, Mailer Ad. Reverse side includes contact information & website

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