Graphic - Crayon Evangelist

Graphic Standards
Ever ything you’ve ever wanted to know about the Crayon Evangelist brand.
C O N T E N T S
Introduction
Crayon Evangelist® Logo Specifications
Logo Rules at a Glance
One Logo per Surface Rule
Logo Representation: Color
Logo Representation: Black and White
Logo Usage
Spacing Guidelines
Incorrect Usage of the Crayon
Evangelist Color Logo
Crayon Evangelist Logo Colors
Color Accuracy
Logo Reproduction
Screens of Crayon Evangelist colors
Crayon Evangelist Fonts
Primary Fonts
Secondary Fonts
Co-branding on Product Packaging
Samples of the Crayon Evangelist
“Look and Feel”
Summary
For questions or more information regarding the Crayon Evangelist brand, please contact the Crayon
Evangelist brand identity manager at 508.644.3079, or via email at brand@crayonevangelist.com
I N T R O D U C T I O N
t h e
b r a n d
Crayon Evangelist’s identity is an essential part of the business strategic position
in the market. The distinctive brand enables the business to rise above the noise
level in the creative universe. What differentiates Crayon Evangelist’s identity
is a carefully orchestrated blend of high impact visual and written communications.
The corporate name, tag line, logo, color palette and other graphic elements
communicate the fresh, innovative and energetic spirit that characterizes the
Crayon Evangelist®. Ultimately, the brand articulates the essence of Crayon
Evangelist’s corporate self-image: fun with an intriguing sophistication.
Because it has such a significant impact on the way the brand is perceived in the
marketplace, the Crayon Evangelist brand is attached to every thing created-from
print and digital media.
Quite simply, every time the Crayon Evangelist name appears on something, it
contributes to the audience’s perception of the business. To ensure consistency,
the Crayon Evangelist ask that these branding guidelines be precisely followed. A
brand is an impression. Your careful adherence to the standards in this manual will
enable the Crayon Evangelist to make the same powerful impression every time.
L O G O
At the heart of the Crayon Evangelist brand is the Evangelist’s
logo and typography standard. Consistent, accurate use of the
Crayon Evangelist logo and adherence to a unified branding
identification system helps ensure the effectiveness of the brand.
The following specifications detail the proper use of the Crayon
Evangelist logo, approved typographic font families and key
information on color logo reproduction. Be certain that you
review this entire section prior to developing materials that
use the Crayon Evangelist logo(s).
The Crayon Evangelist logo was custom drawn for the business,
and not intended to be redrawn or reproduced from this document.
Electronic artwork is available for your use. Please contact the
Crayon Evangelist identity manager for a digital file.
Logo Rules at a Glance
One Logo Per Surface Rule
• Use only the logo colors specified in this booklet.
To maximize impact and fully optimize
• The logo should always appear alone, not with, or as a part
of another logo or
the Crayon Evangelist® presence in all
communications, place only one logo on
each page. Use of more than one logo
• Symbol or enclosed in another graphic.
• The logo is intended for business use only.
per page diminishes the overall effect. A
page is defined as the front or the entire
inside spread of a brochure or a single
Web page.
• Request Crayon Evangelist approval on all co-branded
material.
• When the Crayon Evangelist name is part of the text in a
sentence, it must be typed, not used as a graphic element.
• When typed it should appear with the ® and be followed by
the Inc. Example: Crayon Evangelist®, Inc.
• Use the logo as it appears in the samples without stretching
or otherwise distorting it. Avoid using drop shadows and
outlines.
• The logo cannot be positioned on an angle.
• The ® symbol should not be added to the logo as it has been
added already. Only add the ® to the name as it typed out
in a sentence. Example: Crayon Evangelist®, Inc.
L O G O
R E P R E S E N T A T I O N
Logo Representation - Color
There are two versions of the Crayon Evangelist® color logo.
1) The two-color version with tag line:
Logo Usage
To determine which logo to use in a
given situation, refer to the list below.
Logo with Tag Line:
• Used on Crayon Evangelist
authored documents
2) The two-color version without tag line:
• Used as the primary company
insignia
Logo without Tag Line:
• Use when the tag line is
unreadable due to small size
• Use when “Preacher of the
Creative” is used as a graphic
element on the same page
Logo Representation – Black and White
1) The black and white logo for use on white or light backgrounds:
• Used in co-branded media where
Crayon Evangelist takes an
endorsement role
• Use on hard and soft packaging
that contains Crayon Evangelist
creative work
2) The black and white logo for use on black or dark backgrounds:
I N C O R R E C T
U S A G E
Incorrect Usage of the Crayon Evangelist
Color Logo
The examples below show incorrect color usage of the Crayon
Evangelist logo. For any other situations not covered in the
examples below, please contact the Crayon Evangelist brand
identity manager for more details. Unacceptable usages are:
Spacing Guidelines
To maintain the clean, crisp Crayon
Evangelist® image, allow adequate
space around the Crayon Evangelist
logo. At a minimum, this space should
be half the height of the entire logo.
However, the preferred area of isolation
around the logo is the height of the
1)
2)
3)
4)
5)
6)
7)
Do
Do
Do
Do
Do
Do
Do
not
not
not
not
not
not
not
attempt to recreate the logo by typesetting any portion.
allow the logo to become distorted.
violate the logo area of isolation.
reproduce the logo on an overly busy background.
grayscale the logo to indicate color locations.
scan the logo or allow poor quality reproduction.
reproduce the logo smaller than the minimum size.
entire logo, as shown below. This area
must be kept clear of any text, design
1)
2)
elements, page edges or folds.
C R AYO N
TM
1/2”
1/2”
E V A N G E L I S T
3)
1/2”
1/2”
4)
Department Name
1/2”
6)
1/2”
5)
6)
1/2”
1/2”
C O L O R
Crayon Evangelist® Logo Colors
The examples in the Logo Representation – Color section
represent the official Crayon Evangelist logos. The logos must
not be reproduced in any other colors. To maximize brand
recognition, use the color logo whenever possible.
The colors represented on this page should not be used for color
matching purposes. Please consult a current edition of the
Pantone® Color Formula Guide, or contact the Crayon Evangelist
brand identity manager for coated and uncoated color chips.
Logo Representation
The Crayon Evangelist logo was
Color Accuracy
custom drawn for the business, and not
Color is one of the most compelling features of the Crayon
Evangelist logo. A great deal of analysis went into the selection
of colors and it is critical that there always be an accurate
representation. Crayon Evangelist’s primary logo colors are
Crayon Evangelist Blue (PMS) and Crayon Evangelist
Orange (PMS).
PMS 295
PMS 143
Pro c e s s
Black
Color Reproduction of the Logo
Listed below are several ways Crayon Evangelist’s logo colors
can be reproduced. In print, he logo should always be printed
as a “spot color.” Spot colors are specially formulated from a
color system such as the Pantone® matching System. They
ensure accuracy in the printing process, and provide the best
representation of Crayon Evangelist’s brand identity.
• Spot Colors
• RGB Values
• Color Values for the internet and On-Screen Presentations
• 4-color Process (CMYK)
For limited use only. Call the Crayon Evangelist brand identity
manager for approval prior to use.
intended to be redrawn or reproduced
from this document. Contact the Crayon
Evangelist brand identity manager for
more information regarding logo
reproduction.
C O L O R
R E P R O D U C T I O N
The following chart features the four most common ways the
Crayon Evangelist® logo is likely to be reproduced.
CE Blue
CE Orange
CE Black
Pantone Colors
PMS 295
PMS 143
PMS Process
Black
RGB Values when
4-color process is
not an option
Red = 0
Green = 46
Blue= 99
Red = 235
Green = 173
Blue= 20
Red = 43
Green = 41
Blue= 38
Internet & Optical
Screen Values
HTML=002E63
Color Reproduction
The colors represented in this manual
should not be used for color matching
purposes. Contact the brand identity
manager for more information regarding
HTML=EBAD14
HTML=000000
reproduction.
4-Color Process
(CMYK)
Cyan = 100
Magenta = 56
Yellow= 0
Black= 34
Cyan = 0
Cyan = 0
Magenta = 30.5 Magenta = 0
Yellow= 83
Yellow= 0
Black= 0
Black= 100
Screens of Crayon Evangelist Colors
To augment the primary Crayon Evangelist color palette, it is
acceptable to use screens of the three primary colors. Screens
should never be reproduced from this document.
100 %
PMS 295
100 %
PMS 143
100 %
PMS Black
90%
90%
90%
80%
80%
80%
70%
70%
70%
60%
60%
60%
50%
50%
50%
40%
40%
40%
30%
30%
30%
20%
20%
20%
10%
10%
10%
T Y P E
Crayon Evangelist® Primary Fonts
Crayon Evangelist’s official primary font is Folio Bold BT. It is a
sans serif font that contributes to the brand’s creative look and
feel.Folio Bold BT is used for both headlines and subheads.
Folio Bold BT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890$&!:;.,
Crayon Evangelist Secondary Fonts
“Preacher of the Creative” is used often
as a graphic element. EXPLAIN HOW
IT IS USED HERE. This graphical
treatment has become part of the brand.
The tagline may or may not always be
seen with the logo together. For more
details please consult with the brand
In cases where a second font is needed for added visual impact,
use Folio Medium BT and Folio Light BT. Keeping all typography in
the same font family preserves the simple elegance of the Crayon
Evangelist brand.
Folio Medium BT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890$&!:;.,
Folio Light BT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890$&!:;.,
The one exception to the font rule is in some web applications
where Arial (PC) and Helvetica (Mac) may be used.
Co-branding on Product packaging & in Text
Part of Crayon Evangelist’s marketing efforts are co-branded
with customers. To ensure that Crayon Evangelist is properly
credited as an essential contributor to the product or program,
the ingredient logo must appear on all of the customer’s products
and on all Graphical User Interfaces (GUIs), Note that the
minimum size should be at least 70 percent of the size of the
customer logo. For samples or more information regarding Crayon
Evangelist co-branding, contact the Crayon Evangelist identity
manager.
manager.
L O O K
&
F E E L
The Crayon Evangelist® “Look and Feel”
Kimberly Kay Railsback is proud to be the Crayon Evangelist,
“Preacher of the Creative”. She seeks to reinforce the spirit of
this exciting brand in everything that incorporates the Crayon
Evangelist name. Each design should reflect the fresh, energetic
personality in a clear and concise manner. She highly recommends
using the following sample collateral pieces as a guideline for
developing materials with Crayon Evangelist’s distinctive look
and feel.
c l i e nt
59 NARROWS ROAD • ASSONET BAY SHORES MA 02702 • P: 508-644-3079 • F: 508-644-3172 • E: info@crayonevangelist.com • W: crayonevangelist.com
client:
Reebok® International Ltd., (www.reebok.com) is a Massachusettsbased corporation that, organized back on July 26, 1979, global company
engaged primarily in the design and marketing of sports and fitness
products. The company is best known for its athletic footwear and apparel,
Footwear Catalog Cover
however Reebok is also involved with the design and marketing of casual
footwear and apparel for non-athletic “casual” use.
While Reebok's products, including footwear, are designed for use in a
variety of sports and fitness categories, the company also markets
lifestyle footwear under the “Reebok Classic” brand. The company’s
products also include footwear and apparel for children sold under both
the “Reebok” and “Weebok” brands.
challenge:
Reebok needed designs for several covers and divider pages for its 1999
catalogs. The catalogs were for Reebok’s footwear, licensing/college,
women’s, kid’s, men’s apparel and accessory product lines. The company
wanted a fresh approach, in order to break away from its past, more
traditional concepts – yet, Reebok did not have new product prototypes
ready for the catalogs. For design purposes, the company provided color
palettes, its corporate logo and tagline: “Creating Possibilities One
Athlete at a Time.” Deadline was in three weeks.
Sample Spreads
solution:
Given the very tight parameters for the project, the Crayon Evangelist®
proposed a typographical solution for each cover design. For all five
catalog covers, the design developed was energetic to reflect the
lifestyle of Reebok’s athletic clientele. The Crayon Evangelist incorporated
each catalog’s topic and date into the layout design. This design and
concept was well received by Reebok. With this design direction
approved, the Crayon Evangelist then approached the divider pages for
each catalog, again leveraging the typographical solution. The dividers
for each catalog were handled differently, as some instances worked
best on one page, while others received an entire spread, depending on
how the pages fit in the catalog. The Crayon Evangelist pulled the
applicable design through to other sections, bringing consistency to
the book, whether it focused on women’s, men’s or kid’s product lines,
lending a unique touch to sections such as the introduction and table
of contents.
Divider Pages
K I M B E R LY K A Y R A I L S B A C K
59 NARROWS ROAD
A S S O N E T B AY S H O R E S
MASSACHUSETTS 02702
59 NARROWS ROAD
A S S O N E T B AY S H O R E S
MASSACHUSETTS 02702
C R A YO N
E V A N G E L I S T
P:
C:
F:
W:
E:
508.644.3079
508.846.5555
508.644.3128
crayonevangelist.com
kim@crayonevangelist.com
C R A YO N
C R A YO N
C R A YO N
C R A YO N
C R A YO N
C R A YO N
C R A YO N
C R A YO N
C R A YO N
C R A YO N
E V A N G E L I S T
PRINT & WEB DESIGN
T H A N K YO U
for understanding
the importance of the Crayon Evangelist’s graphic
s t a n d a rd g u i d e l i n e s . Wi t h y o u r h e l p , t h e C r a y o n
E v a n g e l i s t ® c a n p ro m o t e a c c u r a t e , c o n s i s t e n t
re g i s t e re d t r a d e m a r k u s a g e i n a l l c o m m u n i c a t i o n s
and maximize the Crayon Evangelist’s brand impact
i n t h e m a r ke t p l a c e .
Copyright 2005,, Crayon Evangelist, Inc. Crayon Evangelist, the
Crayon Evangelist tag line and all Crayon Evangelist logos are
registered trademarks of Crayon Evangelist,® Inc.
Fo r q u e s t i o n s o r m o re i n f o r m a t i o n re g a r d i n g t h e C r a y o n E v a n g e l i s t b r a n d ,
p l e a s e c o n t a c t t h e C r a y o n E v a n g e l i s t b r a n d m a n a g e r a t 5 0 8 - 6 4 4 -3 0 7 9,
or via email at brand@crayonevangelist.com