Logo Standards And Style Guidelines
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Graphic Standards Manual
TA B L E O F C O N T E N T S
Logo Configurations
3
One Color Usage
4-6
Two Color Usage
7-9
Background Colors
10-11
Logo Placement and Spacing
12-13
Font Usage
14
2
L O G O C O N F I G U R AT I O N S
Version A
logo with tagline
Version B
logo without tagline
RATIONALE
The new Houston Zoo logo has been designed to give prominence to the Houston Zoo name. It is important that all communications using the Houston Zoo corporate identity be applied consistently. The following guidelines must be observed to preserve the message intended by the design. All previous logo versions should be discarded. The new logo should be applied to all materials including, but not limited to, stationery, forms, direct mail, publications, promotional products, uniforms, presentation materials, packaging, advertising and signage.
3
ONE COLOR USAGE
BLACK AND WHITE
When using one color in the logo, you may use black on a white background. Black must always be present and cannot be substituted for any other shade or color.
4
ONE COLOR USAGE
reverse the logo
REVERSE BLACK AND WHITE
When using one color in the logo, you may use the reverse, white on a black background. Black must always be present and cannot be substituted for any other shade or color.
5
ONE COLOR USAGE
do not use shades of black
do not use any other color or color combinations other than black and white for one color usage
TONE ON TONE
When using one color in the logo, black must always be present and cannot be substituted for any other color.
6
TWO COLOR USAGE
C 76
Green – PMS 361 M Y K 0 91 0
Blue – Pantone Process Blue C M Y K 100 9 0 6
C 0
Yellow – PMS 137 M Y K 34 91 0
Red – PMS Warm Red C M Y K 0 79 91 0
C 0
Tan – PMS 4655 M Y K 23 43 18
Purple – Pantone Purple C M Y K 43 91 0 0
APPROVED COLORS WITH TAGLINE
The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color use when using a white background. When using a two color logo, use an approved PMS color and black. Only the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used full strength with black. No other colors or color combinations are acceptable. The CMYK breakdown has been provided, however, use the Pantone color whenever possible.
7
TWO COLOR USAGE
C 76
Green – PMS 361 M Y K 0 91 0
Blue – Pantone Process Blue C M Y K 100 9 0 6
C 0
Yellow – PMS 137 M Y K 34 91 0
C 0
Red – PMS Warm Red M Y K 79 91 0
C 0
Tan – PMS 4655 M Y K 23 43 18
Purple – Pantone Purple C M Y K 43 91 0 0
APPROVED COLORS WITHOUT TAGLINE
The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color use when using a white background. When using a two color logo, use an approved PMS color and black. Only the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used full strength with black. No other colors or color combinations are acceptable. The CMYK breakdown has been provided, however, use the Pantone color whenever possible.
8
TWO COLOR USAGE
do not reverse or alter the approved logo color
do not reverse or alter the approved logo color
TWO COLOR LOGO
The ‘Houston Zoo’ type and the ‘Z’ should always be black, white or an approved PMS color. Any alterations to this formula would be a violation of graphic standards.
9
BACKGROUND COLORS
C 76
Green – PMS 361 M Y K 0 91 0
Blue – Pantone Process Blue C M Y K 100 9 0 6
C 0
C 0
Yellow – PMS 137 M Y K 34 91 0
Red – PMS Warm Red M Y K 79 91 0
C 0
Tan – PMS 4655 M Y K 23 43 18
Purple – Pantone Purple C M Y K 43 91 0 0
BACKGROUND
The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color use when using a color background. When using the two color logo, use an approved PMS color and black. Only the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used full strength with black. No other colors or color combinations are acceptable. The CMYK breakdown has been provided, however, use the Pantone color whenever possible.
10
BACKGROUND
C 76
Green – PMS 361 M Y K 0 91 0
Blue – Pantone Process Blue C M Y K 100 9 0 6
C 0
Yellow – PMS 137 M Y K 34 91 0
Red – PMS Warm Red C M Y K 0 79 91 0
C 0
Tan – PMS 4655 M Y K 23 43 18
Purple – Pantone Purple C M Y K 43 91 0 0
REVERSE LOGO USAGE
The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color use when using a color background. When using the two color logo, use an approved PMS color and white. Only the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used full strength with white. No other colors or color combinations are acceptable. The CMYK breakdown has been provided, however, use the Pantone color whenever possible.
11
L O G O P L A C E M E N T A N D S PA C I N G
x
STAGING AREA WITH TAGLINE
The logo needs visual space between it and other typographical or picture elements. The height of the ‘Z’ establishes measurement “x”. A minimum distance of “x” must be maintained, on all sides, between the logo and any other visual elements.
12
L O G O P L A C E M E N T A N D S PA C I N G
x
STAGING AREA WITHOUT TAGLINE
The logo needs visual space between it and other typographical or picture elements. The height of the ‘Z’ establishes measurement “x”. A minimum distance of “x” must be maintained, on all sides, between the logo and any other visual elements.
13
FONT USAGE
FUTURA BOLD
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 1234567890 FUTURA REGULAR/BOOK
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 1234567890 FUTURA OBLIQUE
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 1234567890
FONT USAGE
Futura Bold, Futura Regular/Book and Futura Oblique are the only approved fonts for usage on printed materials. Other fonts may not be substituted. The following are guidelines for usage: Futura Bold – Heads/Subheads Futura Regular/Book – Body Copy Futura Oblique – Subheads
14
TA B L E O F C O N T E N T S
Logo Configurations
3
One Color Usage
4-6
Two Color Usage
7-9
Background Colors
10-11
Logo Placement and Spacing
12-13
Font Usage
14
2
L O G O C O N F I G U R AT I O N S
Version A
logo with tagline
Version B
logo without tagline
RATIONALE
The new Houston Zoo logo has been designed to give prominence to the Houston Zoo name. It is important that all communications using the Houston Zoo corporate identity be applied consistently. The following guidelines must be observed to preserve the message intended by the design. All previous logo versions should be discarded. The new logo should be applied to all materials including, but not limited to, stationery, forms, direct mail, publications, promotional products, uniforms, presentation materials, packaging, advertising and signage.
3
ONE COLOR USAGE
BLACK AND WHITE
When using one color in the logo, you may use black on a white background. Black must always be present and cannot be substituted for any other shade or color.
4
ONE COLOR USAGE
reverse the logo
REVERSE BLACK AND WHITE
When using one color in the logo, you may use the reverse, white on a black background. Black must always be present and cannot be substituted for any other shade or color.
5
ONE COLOR USAGE
do not use shades of black
do not use any other color or color combinations other than black and white for one color usage
TONE ON TONE
When using one color in the logo, black must always be present and cannot be substituted for any other color.
6
TWO COLOR USAGE
C 76
Green – PMS 361 M Y K 0 91 0
Blue – Pantone Process Blue C M Y K 100 9 0 6
C 0
Yellow – PMS 137 M Y K 34 91 0
Red – PMS Warm Red C M Y K 0 79 91 0
C 0
Tan – PMS 4655 M Y K 23 43 18
Purple – Pantone Purple C M Y K 43 91 0 0
APPROVED COLORS WITH TAGLINE
The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color use when using a white background. When using a two color logo, use an approved PMS color and black. Only the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used full strength with black. No other colors or color combinations are acceptable. The CMYK breakdown has been provided, however, use the Pantone color whenever possible.
7
TWO COLOR USAGE
C 76
Green – PMS 361 M Y K 0 91 0
Blue – Pantone Process Blue C M Y K 100 9 0 6
C 0
Yellow – PMS 137 M Y K 34 91 0
C 0
Red – PMS Warm Red M Y K 79 91 0
C 0
Tan – PMS 4655 M Y K 23 43 18
Purple – Pantone Purple C M Y K 43 91 0 0
APPROVED COLORS WITHOUT TAGLINE
The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color use when using a white background. When using a two color logo, use an approved PMS color and black. Only the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used full strength with black. No other colors or color combinations are acceptable. The CMYK breakdown has been provided, however, use the Pantone color whenever possible.
8
TWO COLOR USAGE
do not reverse or alter the approved logo color
do not reverse or alter the approved logo color
TWO COLOR LOGO
The ‘Houston Zoo’ type and the ‘Z’ should always be black, white or an approved PMS color. Any alterations to this formula would be a violation of graphic standards.
9
BACKGROUND COLORS
C 76
Green – PMS 361 M Y K 0 91 0
Blue – Pantone Process Blue C M Y K 100 9 0 6
C 0
C 0
Yellow – PMS 137 M Y K 34 91 0
Red – PMS Warm Red M Y K 79 91 0
C 0
Tan – PMS 4655 M Y K 23 43 18
Purple – Pantone Purple C M Y K 43 91 0 0
BACKGROUND
The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color use when using a color background. When using the two color logo, use an approved PMS color and black. Only the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used full strength with black. No other colors or color combinations are acceptable. The CMYK breakdown has been provided, however, use the Pantone color whenever possible.
10
BACKGROUND
C 76
Green – PMS 361 M Y K 0 91 0
Blue – Pantone Process Blue C M Y K 100 9 0 6
C 0
Yellow – PMS 137 M Y K 34 91 0
Red – PMS Warm Red C M Y K 0 79 91 0
C 0
Tan – PMS 4655 M Y K 23 43 18
Purple – Pantone Purple C M Y K 43 91 0 0
REVERSE LOGO USAGE
The approved PMS colors for the new Houston Zoo logo are presented here as a sample of the appropriate color use when using a color background. When using the two color logo, use an approved PMS color and white. Only the above six colors are approved for usage. They are Pantone Matching System (PMS) colors and should be used full strength with white. No other colors or color combinations are acceptable. The CMYK breakdown has been provided, however, use the Pantone color whenever possible.
11
L O G O P L A C E M E N T A N D S PA C I N G
x
STAGING AREA WITH TAGLINE
The logo needs visual space between it and other typographical or picture elements. The height of the ‘Z’ establishes measurement “x”. A minimum distance of “x” must be maintained, on all sides, between the logo and any other visual elements.
12
L O G O P L A C E M E N T A N D S PA C I N G
x
STAGING AREA WITHOUT TAGLINE
The logo needs visual space between it and other typographical or picture elements. The height of the ‘Z’ establishes measurement “x”. A minimum distance of “x” must be maintained, on all sides, between the logo and any other visual elements.
13
FONT USAGE
FUTURA BOLD
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 1234567890 FUTURA REGULAR/BOOK
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 1234567890 FUTURA OBLIQUE
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 1234567890
FONT USAGE
Futura Bold, Futura Regular/Book and Futura Oblique are the only approved fonts for usage on printed materials. Other fonts may not be substituted. The following are guidelines for usage: Futura Bold – Heads/Subheads Futura Regular/Book – Body Copy Futura Oblique – Subheads
14
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