CLUB LOGO GUIDELINES
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1 CLUB LOGO GUIDELINES
2 LOGO DETAIL The Surfrider Foundation logo is the key building block of our identity. It is the primary visual element that people can associate with our work and our brand. The logo is a combination of the wave symbol and our company name, or logotype. The Surfrider Foundation logo employs three concentric swelling lines, which dynamically visualize the sea surface transforming into a wave with an extended pipe. This wave represents the power of our growing network of dedicated activists. The symbol and name are combined in a fixed relationship that should not be altered or distorted for any reason. The logo may only be used in the three approved brand colors listed. Please follow all branding guidelines to protect and maintain brand integrity. 1
3 LOGO CLUB NAME COLORS BLUE WAVE PANTONE 3005 CMYK: 100,50,0,0 RGB: 0,115,190 HEX: #0073BE RICH BLACK PANTONE BLACK CMYK: 20,20,20,100 RGB: 0,0,0 HEX: # WHITE PANTONE WHITE CMYK: 0,0,0,0 RGB: 255,255,255 HEX: #FFFFFF 2
4 LOGO VARIATIONS It is a diverse and ever changing media landscape out there. We have created two formats of our club logos and a set of guidelines to accommodate a wide range of applications to help you choose the best option. MINIMUM WIDTH The size of a logo can range drastically depending on the application. The logo size corresponds directly with visual hierarchy of the document being created and while we have no maximum requirements for overall width, we do have set minimum logo heights. Logos should remain at or above the listed minimum to preserve impact and clarity. Follow these guidelines to ensure correct scaling. Always remember to scale proportionally and never distort the original files. 3
5 HORIZONTAL LOGO MINIMUM HEIGHT PRINT.75IN / DIGITAL 60PX VERTICAL LOGO MINIMUM HEIGHT PRINT 1.25IN / DIGITAL 120PX 4
6 CLEAR SPACE It is important to keep our logos clear of any other graphic elements. To regulate this, a clear space has been established around each logo variation. This clear space indicates the closest that any other graphic element or message can be positioned in relation to each logo or symbol. The clear spaces have a fixed relationship that should never be changed in any way. Maintaining clear space promotes good spatial relationships with other objects in a composition and helps to ensure visibility and impact. 5
7 X represents the unit of measure used to create the clear space that is unique to each logo. This unit of measure is based on the height of the Surfrider Foundation name within the logo. 6
8 IMPROPER LOGO USAGE Here is a list of common mistakes users make when using the Surfrider Foundation club logos. A) Skewing or Stretching Do not distort the logo in any way. B) Rotation Do not rotate the logo in any way. C) Drop Shadows Do not add drop shadows to the logo. D) Custom Text Do not create custom text for the logo. E) Ornaments Do not capture the logo inside of objects. F) Gradients Do not add gradients to the logo. G) Alignment Do not change the alignment of the logo. H) Opacity Do not change the logo opacity. I) Color Do not use colors outside of the defined primary color palette. 7
9 A B C D E F SURFRIDER FOUNDATION VILLA PARK HIGH SCHOOL CLUB G H I Villa Park High School Club 8
10 LOGO USAGE EXAMPLES Contrast is important to making our logo visible and impactful. Here is a list of common mistakes users make when using the Surfrider Foundation club logos. A) The logo is too light or dark for the composition Generally, if a background is light in tone you would use the blue or black logo. If a background is dark in tone you would use the white logo. B) Background is too busy Sometimes an image is very busy and does not allow the logo to standout from the composition. The addition of simple compositional elements like color blocks may resolve this issue. Place the logo on top of these simplified elements. C) The logo clear space has been ignored Respecting the logo clear space dimensions is important to logo visibility and compositional appeal. Placing the logo too close to an edge creates bad tension and poor composition. Refer to the clear space dimension defined in this document. 9
11 A B C CLEAR SPACE GUIDE 10
12 FILE FORMATS Choosing the correct file format for your project is important. Each file format has unique characteristics that make that format better suited for specific applications. Below is a list of the supplied file formats for your club logos and a description of these characteristics that will help you to determine which file format is best to use in given situations. PDF The PDF format is what is known as a vector based format. This means that the logo can be scaled to any size and it will not lose clarity. This format is best used in printed materials such as apparel, brochures, flyers, and stickers. This format is the most flexible of the three supplied formats and should be used whenever possible. File Name Example: Villa-Park-High-School_H-Logo.pdf JPG The JPG format is what is known as a rasterized or pixel based format. This means that the logo has a defined dimension that can be scaled down but cannot be scaled up without losing clarity. This format can be used in both printed materials and digital materials. File Name Example: Villa-Park-High-School_H-Logo_Blue.jpg PNG The PNG format is also known as a rasterized or pixel based format. This means that the logo has a defined dimension that can be scaled down but cannot be scaled up without losing clarity. This format is best suited for digital materials and should not be used for printed materials. These files have a transparent background that allow the logo to rest above the background composition without the presence of a containing white box. File Name Example: Villa-Park-High-School_H-Logo_Blue.png 11
13 For any questions on branding and marketing materials please contact us at SURFRIDER.ORG
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