Logo Standards Guide 2013
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1 Logo Standards Guide Page 1
2 Logo Usage Our logo is a visual representation of our identity and our values. It is essential to use it correctly and consistently. Correct Usage The Southwest Minnesota Arts Council (SMAC) logo is a logomark + logotype. They are to be treated as a single element and must never be displayed alone. The established size and positioning relationships between the two components that define this logo must never be altered. The specially designed and spaced letter forms contained in this logo may not be modified in any way. The logo should only be printed in the designated logo colors (see page 7), and as shown to the right for use on dark backgrounds or in newsprint. Standard Usage For Newsprint or B/W Printing For Use On Dark Backgrounds Page 2
3 Logo Usage Clear Zone The logo is most effective when it is positioned away from other visual elements. Whenever the logo is used, a clear zone must surround it to ensure its visibility and impact. The size of the clear zone is determined by the measurement shown and is appoximately equivalent to the largest circle. No graphic elements of any kind should invade this zone. Size Requirements Maintaining the legibility and the integrity of the logo is very important, regardless of the application or the manner in which it is reproduced. Be sure that when determining the size of the logo that its legibilty and integrity are not compromised. Clear Zone.5 height = minimum logo size The minimum logo size cannot be less than.5 in height. Page 3
4 Logo Usage Incorrect Usage Maintaining the integrity and consistency of the logo is important. It must be presented in a clear, consistent, and legible manner. Logos must always be reproduced from the approved files provided by SMAC. Alterations to the logo are strictly forbidden. DO NOT CREATE YOUR OWN VERSION OF THE LOGO. Incorrect Colors Incorrect Fonts Do not modify the colors. Do not modify the fonts. Do not distort the logo. Do not place the logo over distracting backgrounds. Do Not Distort Do not skew the logo. Do not rotate the logo at an angle. Do not surround the logo with a shape such as a box. Do not separate the logomark from the logotype. Distracting Background Do Not Place Within a Shape Page 4
5 Co-Branding In order to graphically express the relationship between the SMAC brand and a partner brand, such as CWLL, a co-branding standard has been established. Correct Usage The Clean Water Land & Legacy logo must be displayed to the right of the SMAC logo. The logos should be equal in height. Be sure to maintain clear space between the logos as shown. Clear space is equivalent to three of the color bars on the CWLL logo. Clear Space Clear Space Page 5
6 Image System To build a strong, consistent brand, it is important to use the following typographic styles. Fonts Our image system uses two font families: OPTIMA BOLD Optima Optima is used for the main logo letter style. Be There Soon [modified] BE THERE SOON [modified] A modified version of Be There Soon is used for the artistic expressive word Arts. Page 6
7 Image System Color Palette The primary color palette of the SMAC logo consists of four colors, PMS 376, 363, 418 and 301. These colors should be used whenever possible to enhance the SMAC brand. When printing in fourcolor process, please refer to the process value chart below for the most accurate mix. Use RGB values when creating electronic media (Web, PowerPoint, video, overhead transparencies, etc.) AB C8A2E F Page 7
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