Primer Style Guide

P R I M E R S T Y L E G U I D E

PRIMER
BRAND FOUNDATION
© PRIMER. All Rights Reserved
2
Social Media + Primer...
Primer, beginning as an idea by a group of creative people, is a company that helps
businesses with their social media by creating consistent and unique messages that
help them stand out. The Primer brand was inspired by businesses requesting more
exposure on social media sites with creative designs and wanting more
customer interaction.
YOUR NEW BRANDGET INTO IT

PRIMER
BRAND FOUNDATION
3
YOUR NEW BRANDENJOY IT

PRIMER
BRAND FOUNDATION
4
It is important to give the PRIMER logo
appropriate breathing room on any
given application. The examples to
the left show the acceptable area of
isolation.
YOUR NEW LOGOLET IT BREATHE

PRIMER
BRAND FOUNDATION
5
BRAND COLORSTHE REAL BEAUTY BEHIND THE BRAND
Purple Sunset
C 80
M 90
Y 42
K 44
HEX 372245
R 56
G 34
B 69
Grey Rain
C 34
M 26
Y 28
K 0
HEX ABAEAE
R 172
G 175
B 174
Tree Green
C 46
M 0
Y 100
K 0
HEX 94D500
R 149
G 214
B 0
50% Color Usage 30% Color Usage 20% Color Usage
Purple Sunset
Inspired by the deep, purple sunset
sky
Grey Rain
Inspired by the cloudy, grey rainy day
Tree Green
Inspired by the lively, bright green
trees

PRIMER
BRAND FOUNDATION
6
When applying your new logo to dark photography use the white version with a drop shadow.
A blending mode set to multiply with the opacity set to 75%, 0 offset and a size of 0.0694
respectively.
When applying your new logo to light photography use the purple version in a light area of the
photo.
APPLYING YOUR LOGOTHIS IS WHEN IT GETS REAL

PRIMER
BRAND FOUNDATION
7
PRIMARY LOGO DON'TSWHAT NOT TO DO
The examples above show improper usage of the PRIMER
logotype. Under no circumstances should these examples be
reproduced or published.
Do not alter colors of the logotype
Do not alter the scale or placement of any elements within the logotype
Do not outline or skew the logotype

PRIMER
BRAND FOUNDATION
8
PHOTOGRAPHYLIFESTYLE IMAGES
Primer lifestyle photography shows people
that are happy, connecting, and enjoying their
environment. The photo may be an abstract
landscape image to help further the brand
roots.
Use CMYK color mode for print and RGB color
mode for web. Converting a lifestyle photo to
greyscale mode is acceptable.

PRIMER
BRAND FOUNDATION
9
Now that you have the assets and materials you need to give your new brand life the
very first thing you need to do is save this! Save it on your computer, put it on a virtual
cloud based drive as well in case your computer blows up... it happens.
Next is to get your new brand on all of your digital and print materials. Give this file to
your designers, marketers or whoever is responsible for creating your customer facing
materials.
Remember to always use this document as the "original." People will move, skew,
delete, change something as simple as your logo. Whenever you are producing
something new, use the logos, colors, and other assets from this file. This will keep your
brand consistent and organized.
WHAT TO DO NOWPUSH IT OUT OF THE NEST AND LET IT FLY

PRIMER
BRAND FOUNDATION
11
ARIAL MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
BRAND TYPOGRAPHY
Helvetica is a sans-serif typeface with
innovative, clean and simple characteristics
that echo elements within the PRIMER
logotype.
Arial is only to be used for applications
where Helvetica is not suitable, e.g. HTML
text.
Helvetica Light
1234567890
Helvetica Regular
1234567890
Helvetica Oblique
1234567890
Helvetica Bold
1234567890
Helvetica Bold Oblique
1234567890
Helvetica Neue Regular
1234567890
Helvetica Neue Italic
1234567890
Helvetica Neue Bold
1234567890
Helvetica Neue Bold Italic
1234567890
ARIAL ITALIC
1234567890
PRIMARY FAMILY / HELVETICA SUPPLEMENTAL DISPLAY FAMILY / HELVETICA NEUE
SUPPLEMENTAL WEB FAMILY / ARIAL
ARIAL BOLD
1234567890
ARIAL BOLD ITALIC
1234567890
Helvetica can be purchased and
downloaded from myfonts.com.
http://www.myfonts.com/search/helvetica/
fonts/

PRIMER
BRAND FOUNDATION
12
WEB ASSETSTYPOGRAPHY
Helvetica Light
1234567890
Helvetica Regular
1234567890
Helvetica Oblique
1234567890
Helvetica Bold
1234567890
Helvetica Bold Oblique
1234567890
ARIAL MEDIUM
1234567890
ARIAL BOLD
1234567890
ARIAL ITALIC
1234567890
ARIAL BOLD ITALIC
1234567890
WEB DISPLAY FAMILY / HELVETICA SUPPLEMENTAL WEB FAMILY / ARIAL
Arial is only to be used for applications
where Helvetica is not suitable, e.g. HTML
text.
Helvetica can be purchased and
downloaded from myfonts.com.
http://www.myfonts.com/search/helvetica/
fonts/

PRIMER
BRAND FOUNDATION
13
WEB ASSETSMAKE IT LOOK GOOD
Header:
Sunset Purple for header,
buttons, and intro to topics.
Title Header:
Helvetica light or bold font. Font
size 20-60pt. Use white font on
dark background and purple or
grey font on white background.
Subtext:
Helvetica light font. Font size
13pt. Use white font on dark
background and purple or grey
font on white background.
Subject Spacer:
Different colors separate topics.
Buttons:
Purple for informational
selection.
Green button for call to action
selection.
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PRIMER
BRAND FOUNDATION
14
COMPLETE SITE REDESIGN

PRIMER
BRAND FOUNDATION
15
IN REGARDS
Thank You
for following the Primer design guidelines. Using the brand base foundation is
key to bringing brand identity to current and future customers.

Primer Style Guide

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