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IDENTITY & LOGO
USAGE GUIDELINES
Created by
Table Of Contents.
SECTION 1 I LOGOTYPE
SECTION 2 I BRAND FONTS
SECTION 3 I COLOR SYSTEM
SECTION 4 I LOGO USE
SECTION 5 I LOGO FORMATS
SECTION 6 I RESIZING
SECTION 7 I BRAND ASSETS
SECTION 8 I MOCK UPS
GUIDELINES
3
7
11
13
16
17
18
19
Created by
01
This style guide is important.
Every brand produces content that is created by various contributors. The purpose
of the style guide is to have a visual strategy in place, to give credibility & separate
the brand from competitors. This brand book is your communication platform that
provides consistency on every level of interaction with your customers.
JOHN SMITH
347-234-234
info@johnsmith.com
LOGOTYPE
Created by
Clearspace & Computation.
Whenever you use your logo, it should be surrounded with clear space to ensure its
visibility and impact. No graphic elements of any kind should invade this zone.
LogoxLogo x / 2
x / 2
x / 2
x / 2
CLEARSPACE AROUND LOGO =
HALF OF THE HEIGHT
HEIGHT OF THE LOGO = X
01
LOGOTYPE
Created by
Logo Variations.
Tailor Brands provides you with light & dark versions of your logo. Use the dark logo
version on lighter backgrounds & light version on multi-colored and dark backgrounds
whenever the original color of the logo doesn’t fit with the rest of the palette.
01
LOGOTYPE
DARK LOGO VERSION LIGHT LOGO VERSION
Created by
Minimum Sizes.
The logo is the key building block of your identity, a symbol of the company that
has a fixed relationship among the elements that should never be changed.
THE ABSOLUTE MINIMUM FOR YOUR LOGO SHOULD BE 10mm (0.5”)
ON THE SHORTEST SIDE.
01
LOGOTYPE
2 ” 1 “ 0.5 “
Created by
Fonts Used In Your Logo.
Typography plays an important role in communicating an overall tone and quality.
Careful use of typography reinforces your personality and ensures clarity and
harmony in all design elements.
Please refer to your brand profile on www.tailorbrands.com for more information.
02
BRAND FONTS
FONT: Metrica - Bold
FONT: Proxima Nova Thin
Created by
Recommended Free Font.
A B C D E F G H I J K L M N O P Q R
S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v
w x y z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^
& * ( )
UPPER CASE
LOWER CASE
FIGURES & SPECIAL CHARACTERS
Typographic hierarchy is another form of visual hierarchy in an overall design
project. Please use this font for any text that is used in your documents or website.
Aileron has 16 variations from Ultra Bold to Ultra Thin to satisfy any typographic
needs you might have.
RECOMMENDED FONT: Aileron
02
BRAND FONTS
Created by
Primary & Complementary.
We developed a palette of colors that consists of one primary color plus 2 shades.
Consistent use of these colors will contribute to a cohesive and harmonious look.
PRIMARY DARKER SHADE LIGHTER SHADE
03
COLOR SYSTEM
WEB #:
250112
R: 37
G: 1
B: 18
COMPLEMENTARY DARKER SHADE LIGHTER SHADE
WEB #:
07874A
R: 7
G: 135
B: 74
WEB #:
0CE77F
R: 12
G: 231
B: 127
WEB #:
850642
R: 133
G: 6
B: 66
WEB #:
E60C73
R: 230
G: 12
B: 115
WEB #:
012614
R: 1
G: 38
B: 20
Analogous & Triad.
We developed a palette of colors that consists of analogous and triad colors plus
two shades. Consistent use of these colors will contribute to a cohesive and
harmonious look.
03
COLOR SYSTEM
ANALOGOUS
WEB #:
06861F
R: 6
G: 134
B: 31
WEB #:
07874A
R: 7
G: 135
B: 74
WEB #:
068674
R: 6
G: 134
B: 116
TRIAD
WEB #:
07874A
R: 7
G: 135
B: 74
WEB #:
490686
R: 73
G: 6
B: 134
WEB #:
864906
R: 134
G: 73
B: 6
Correct Use Of Backgrounds.
Images you use for the background should:
04
LOGO USE
HAVE MINIMALISTIC LOOK AVOID SHARP DETAILS
HAVE LOW CONTRAST HAVE SOLID COLOR OVERLAY
04
LOGO USE
Incorrect Use Of Backgrounds.
To best represent your brand please avoid:
HIGH CONTRAST IMAGES HIGHLY DETAILED IMAGES
IMAGES WITH SMALL
CENTERED OBJECTS
BACKGROUNDS THAT IS TOO SIMILAR
IN COLOR TO YOUR LOGO
Incorrect Use Of Logos.
Please follow these rules to preserve your brand’s identity:
04
LOGO USE
DO NOT SKEW YOUR LOGO DO NOT ROTATE THE LOGO
LEAVE ENOUGH CLEAR SPACE
AROUND. DO NOT MAKE TOO BIG
POSITION THE LOGO AWAY
FROM THE EDGE
PNG & EPS Formats.
Depending on the nature of the project, you might require a different format of the
logo to fit the job.
PNG file has a transparent background and is a high resolution raster file suitable
best for web and small scale printing. Each Tailor Brands logo package comes with
the original logo + dark & white versions of it.
 Best for web & small scale printing.
 Has a transparent background & can be placed over a colored background.
EPS is a vector file of a graphic, text or illustration. Because it’s a vector, it can be
easily resized. An EPS file can be reopened and edited in a vector editing software
such as Adobe Illustrator, Sketch or Photoshop.
 Best for print.
 Editable with a proper software.
05
LOGO FORMATS
Created by
How To Resize Your Logo.
PNG
Since PNG file is a raster file, resizing small or tiny elements of your logo may result
in blurriness. If resizing your PNG is resulting in a visible loss of clarity, please resize
the EPS format and then export it to PNG.
EPS
EPS is a vector file that can be resized and scaled up and down without a loss of
quality and clarity. If you wish to print on very large or very small surfaces please use
EPS file. EPS format could be saved as PDF, PNG or JPG formats in programs such
as Photoshop, Illustrator or Sketch.
21 LOGO SIZES PACKAGE
For your convenience Tailor Brands has
created a “21 LOGO SIZES” package that
consists of 21+ resized logos for profile
images and covers for:
 Instagram, Facebook, Twitter
 Email, Youtube, Pinterest, Etsy
 LinkedIn, MeetUp
 Desktop & iPhone Wallpapers, etc.
06
RESIZING
Accessing Brand Assets.
BRAND PROFILE
Your Brand Profile at Tailorbrands.com stores all your assets in one place, available
for re-download. You are also able to purchase additional items and expand your
brand with new products.
To access your Brand Profile, please do the following:
 Log in to your account on Tailorbrands.com
 Click on “My Account “ in the top right corner of the navigation bar.
 Click on your brand.
07
BRAND ASSETS
Expand Your World.
Below you will find a mock up of your logo to give you a better idea of what your
brand can look like!
08
MOCK UPS

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Identity & Logo Usage Guidelines

  • 1. IDENTITY & LOGO USAGE GUIDELINES Created by
  • 2. Table Of Contents. SECTION 1 I LOGOTYPE SECTION 2 I BRAND FONTS SECTION 3 I COLOR SYSTEM SECTION 4 I LOGO USE SECTION 5 I LOGO FORMATS SECTION 6 I RESIZING SECTION 7 I BRAND ASSETS SECTION 8 I MOCK UPS GUIDELINES 3 7 11 13 16 17 18 19 Created by
  • 3. 01 This style guide is important. Every brand produces content that is created by various contributors. The purpose of the style guide is to have a visual strategy in place, to give credibility & separate the brand from competitors. This brand book is your communication platform that provides consistency on every level of interaction with your customers. JOHN SMITH 347-234-234 info@johnsmith.com LOGOTYPE Created by
  • 4. Clearspace & Computation. Whenever you use your logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone. LogoxLogo x / 2 x / 2 x / 2 x / 2 CLEARSPACE AROUND LOGO = HALF OF THE HEIGHT HEIGHT OF THE LOGO = X 01 LOGOTYPE Created by
  • 5. Logo Variations. Tailor Brands provides you with light & dark versions of your logo. Use the dark logo version on lighter backgrounds & light version on multi-colored and dark backgrounds whenever the original color of the logo doesn’t fit with the rest of the palette. 01 LOGOTYPE DARK LOGO VERSION LIGHT LOGO VERSION Created by
  • 6. Minimum Sizes. The logo is the key building block of your identity, a symbol of the company that has a fixed relationship among the elements that should never be changed. THE ABSOLUTE MINIMUM FOR YOUR LOGO SHOULD BE 10mm (0.5”) ON THE SHORTEST SIDE. 01 LOGOTYPE 2 ” 1 “ 0.5 “ Created by
  • 7. Fonts Used In Your Logo. Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces your personality and ensures clarity and harmony in all design elements. Please refer to your brand profile on www.tailorbrands.com for more information. 02 BRAND FONTS FONT: Metrica - Bold FONT: Proxima Nova Thin Created by
  • 8. Recommended Free Font. A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( ) UPPER CASE LOWER CASE FIGURES & SPECIAL CHARACTERS Typographic hierarchy is another form of visual hierarchy in an overall design project. Please use this font for any text that is used in your documents or website. Aileron has 16 variations from Ultra Bold to Ultra Thin to satisfy any typographic needs you might have. RECOMMENDED FONT: Aileron 02 BRAND FONTS Created by
  • 9. Primary & Complementary. We developed a palette of colors that consists of one primary color plus 2 shades. Consistent use of these colors will contribute to a cohesive and harmonious look. PRIMARY DARKER SHADE LIGHTER SHADE 03 COLOR SYSTEM WEB #: 250112 R: 37 G: 1 B: 18 COMPLEMENTARY DARKER SHADE LIGHTER SHADE WEB #: 07874A R: 7 G: 135 B: 74 WEB #: 0CE77F R: 12 G: 231 B: 127 WEB #: 850642 R: 133 G: 6 B: 66 WEB #: E60C73 R: 230 G: 12 B: 115 WEB #: 012614 R: 1 G: 38 B: 20
  • 10. Analogous & Triad. We developed a palette of colors that consists of analogous and triad colors plus two shades. Consistent use of these colors will contribute to a cohesive and harmonious look. 03 COLOR SYSTEM ANALOGOUS WEB #: 06861F R: 6 G: 134 B: 31 WEB #: 07874A R: 7 G: 135 B: 74 WEB #: 068674 R: 6 G: 134 B: 116 TRIAD WEB #: 07874A R: 7 G: 135 B: 74 WEB #: 490686 R: 73 G: 6 B: 134 WEB #: 864906 R: 134 G: 73 B: 6
  • 11. Correct Use Of Backgrounds. Images you use for the background should: 04 LOGO USE HAVE MINIMALISTIC LOOK AVOID SHARP DETAILS HAVE LOW CONTRAST HAVE SOLID COLOR OVERLAY
  • 12. 04 LOGO USE Incorrect Use Of Backgrounds. To best represent your brand please avoid: HIGH CONTRAST IMAGES HIGHLY DETAILED IMAGES IMAGES WITH SMALL CENTERED OBJECTS BACKGROUNDS THAT IS TOO SIMILAR IN COLOR TO YOUR LOGO
  • 13. Incorrect Use Of Logos. Please follow these rules to preserve your brand’s identity: 04 LOGO USE DO NOT SKEW YOUR LOGO DO NOT ROTATE THE LOGO LEAVE ENOUGH CLEAR SPACE AROUND. DO NOT MAKE TOO BIG POSITION THE LOGO AWAY FROM THE EDGE
  • 14. PNG & EPS Formats. Depending on the nature of the project, you might require a different format of the logo to fit the job. PNG file has a transparent background and is a high resolution raster file suitable best for web and small scale printing. Each Tailor Brands logo package comes with the original logo + dark & white versions of it.  Best for web & small scale printing.  Has a transparent background & can be placed over a colored background. EPS is a vector file of a graphic, text or illustration. Because it’s a vector, it can be easily resized. An EPS file can be reopened and edited in a vector editing software such as Adobe Illustrator, Sketch or Photoshop.  Best for print.  Editable with a proper software. 05 LOGO FORMATS Created by
  • 15. How To Resize Your Logo. PNG Since PNG file is a raster file, resizing small or tiny elements of your logo may result in blurriness. If resizing your PNG is resulting in a visible loss of clarity, please resize the EPS format and then export it to PNG. EPS EPS is a vector file that can be resized and scaled up and down without a loss of quality and clarity. If you wish to print on very large or very small surfaces please use EPS file. EPS format could be saved as PDF, PNG or JPG formats in programs such as Photoshop, Illustrator or Sketch. 21 LOGO SIZES PACKAGE For your convenience Tailor Brands has created a “21 LOGO SIZES” package that consists of 21+ resized logos for profile images and covers for:  Instagram, Facebook, Twitter  Email, Youtube, Pinterest, Etsy  LinkedIn, MeetUp  Desktop & iPhone Wallpapers, etc. 06 RESIZING
  • 16. Accessing Brand Assets. BRAND PROFILE Your Brand Profile at Tailorbrands.com stores all your assets in one place, available for re-download. You are also able to purchase additional items and expand your brand with new products. To access your Brand Profile, please do the following:  Log in to your account on Tailorbrands.com  Click on “My Account “ in the top right corner of the navigation bar.  Click on your brand. 07 BRAND ASSETS
  • 17. Expand Your World. Below you will find a mock up of your logo to give you a better idea of what your brand can look like! 08 MOCK UPS