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Table of Contents

05 Who Are We?

07 Our Logo

09 Logo Usage

11 Color Usage

13 Color Application

15 Color Palette

19 What not to do

21 Typefaces

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Art Under Pressure is a one stop shop for local music, apparel, skateboarding, custom graphics, and graffiti supplies.

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Servicemark Rules

The Art Under Pressure logo, including its design elements, colors, and tagline, are servicemarks owned by Art Under Pressure. The logo may only be used in accordance with this Style Guide. Never alter the logo in any way. The electronic logo files available that are supplied by Art Under

Pressure are the only files that should be used.

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Art Under Pressure Logo

The Art Under Pressure logo is a founda-tional component of our brand. It has been designed to rep resen t the momentum and idea l s o f our company, make us highly recognizable, and differentiate us in a com-petit ive marketplace. When used with care, our logo and accompanying elements becomes a powerful tool for building and maintaining equity in the Art Under Pressure.

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Clear Space

Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least half X-height units. The X-height is defined as a square whose sides are the same length as the height of the “sprayed arrow and organization’s name”in the brand logo.

X

X

X

X

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Minimum Acceptable UsageThe minimum size of the logo is 2mm.

2mm

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Black and White

White Background

Solid Background

Color Usage

White Background

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Color Variations

Only these logo combinations are permitted. Do not create your own variations.

Always reproduce them from approved artwork.

Color Applications For Logo

Appropriate use of the logo is the most important part of mantaining the Art Under

Pressure brand. The Consistency of its appearance is critical to communicating the

principles and overall strenght of the brand.

Solid Background

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Color Palette

CMYK: To ensure correct color reproduct ion use for four color pr int ing.

PMS: Pr imari ly for logo color matching and two color pr int ing. PMS Colors are standard colors

w i th the major i ty o f pr in ters a round the wor ld . RGB/HEX: Used for web and screen appl icat ions, th i s i nc ludes PowerPo in t p resen ta t ions . RGB/HEX colors wi l l not reproduce the correct colors i f pr inted profess ional , therefore they are not to be used for pr inted mater ia ls . Your screen my convert the colors di f ferent ly depending on specif ic sett ings and cal ibrat ion. HEX values are standard on the web.

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20/0/91/0

0/79/100/0

0/95/0/0

207/218/32

230/68/22

224/0/128

d6e03d 396

f15c22 7578

ed1c91 233

CMYK

CMYK

CMYK

RBG

RBG

RBG

HEX # Pantone

HEX # Pantone

HEX # Pantone

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Unacceptable Logo Usage

Our logo is a costumed designed artwork. With this in mind the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation:

Art Under Pressure

Do not use any other typeface.

Do not display the logo on an angle.

Do not abreviate the name of organization.

A.U.P.

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Do not use pastel colors in the logo or background.

Do not strech or distort the logo in any way.

Do not use use different colors for both name and logo.

Do not use any foreign objects as part of the logo.

Typ

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Avenir (L ight)

ABCDEFGHIJLMNOPQRSTUVWXYZ

abcdefgh i j k lmnopqrs tuvwxyz

1234567890

Avenir (Book)

ABCDEFGHIJLMNOPQRSTUVWXYZ

abcdefgh i j k lmnopqrs tuvwxyz

1234567890

Avenir (Medium)

ABCDEFGHIJLMNOPQRSTUVWXYZ

abcdefgh i jk lmnopqrstuvwxyz

1234567890

Avenir (Black)

ABCDEFGHIJLMNOPQRSTUVWXYZ

abcdefghi jk lmnopqrstuvwxyz

1234567890

Typeface

The Appropriate typography is important in the presenta-t ion of our brand. The guidel ines below explain which typefaces can be used in specif ic contexts; do not vary f rom these specif icat ions or introduce other typefaces.

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Frut iger (L ight)

ABCDEFGHI JLMNOPQRSTUVWXYZ

abcdefgh i j k lmnopqrs tuvwxyz

1234567890

Frutiger (Roman)

ABCDEFGHIJLMNOPQRSTUVWXYZ

abcdefghi jk lmnopqrstuvwxyz

1234567890

Frutiger (Bold)

ABCDEFGHIJLMNOPQRSTUVWXYZ

abcdefgh i jk lmnopqrs tuvwxyz

1234567890

Frutiger (Black)

ABCDEFGHIJLMNOPQRSTUVWXYZ

abcdefghi jk lmnopqrstuvwxyz

1234567890

Primary Typeface: AvenirThe typeface is an important element of the Art Under Pressur brand appear-

ance. The Avenir type family is used to complement the Art Under Pressure

logo, it sets a confident, contemporary tone. Avenir gives users a lot of flex-

ibility by offering a broad range of type weights and styles, for both headline

and text.

Web Typeface:Avenir

Use for web and screen applications. PowerPoint Presentations:Avenir

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