digital style guide • logo • taglines • colors • fonts...logo when placing it in an...

Digital Style Guide • Logo • Taglines • Colors • Fonts

Proprietary & Confidential | LegalZoom | 2009


Logo 1.1

SYMBOL

The LegalZoom symbol was originally created to represent the company’s major product offering - the legal document. Essentially, the icon is that of 2 overlapping flying documents. The ‘flying’ aspect refers to the company’s ability to quickly and securely create legal documentation for its customers.

WORDMARK

The LegalZoom logo wordmark is a combination of traditional and modern typefaces. The orientation of the wordmark is angled forward to suggest movement, speed and efficiency.


Taglines 1.2

TAGLINE

The tagline “We put the law on your side.” represents LegalZoom’s complete dedication to help its customers by providing affordable legal documentationservices and partnering with them as a loyal confidant. This tagline can be graphically combined with the logo but only in the proportions of the original design.Font: Georgia / Italic

We put the law on your side.

MARKETING MESSAGE

“Start Your Business | Protect Your Family | Launch Your Dreams” represents LegalZoom’s complete breath of services and how LegalZoom’s supports our customer in taking care of their needs, their families and their dreams. This marketing message CAN NOT be graphically combined with the logo.Font: Univers / Condensed

Tagline Note

Both the tagline and the marketing message are used sparingly.

Start Your Business | Protect Your Family | Launch Your Dreams


Logo Versions 1.3

STANDARD

LegalZoom logo without tagline. In most cases this version is the one to use. It is used when simple identification of the brand is needed.

WITH TAGLINE

When full identification is required, the above version should used where symbol, wordmark and tagline are all positioned together.

Note:The tagline’s porportion and/or position to the logo can not be changed. If the logo is being used so small that the tagline can’t be read, then it should be removed.

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We put the law on your side.


Logo Misuse 1.4

LOGO MISUSE

In order to protect the integrity of the brand, the logo should be used appropriately so that each communication touchpoint is consistently and accurately portrayed. The following provides examples of how “not to” use the logo, symbol and wordmark included.

Do not append the .com signifier on the same baseline as the LegalZoom wordmark.

Do not resize the wordmark and make it larger or smaller than the symbol.

Do not use the symbol (flying pages) by themselves. Never use them for accents, wallpaper, or backgrounds. The only place this symbol is ever used is with the logo.

Do not display the logo without the .com signifier.

Do not display the logo without the symbol and the .com signifier.

Do not change the typeface for the wordmark.

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Logo Clearspace 1.5

LET IT BREATHE

It is important to allow proper whitespace (margin spacing) around the logo when placing it in an environment where additional design elements will be used, such as in an advertisement, web page or banner ad, or any other communication material.

The minimum requirement for padding around the logo is the height of the symbol (flying page) in the logo itself. See below.

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= the height of the symbol


Logo / Colors 1.6

SAPPHIRE & ROYAL

The official LegalZoom colors are Sapphire and Royal and identified as Pantone 2747 and Pantone 2925 respectively. The additional corporate colors are Gray and White and identified as Pantone Cool Gray 10 and Pantone White.

SAPPHIRE BLUE ROYAL BLUE COOL GRAY WHITE

PANTONE

CMYK

RGB

HEX

2747

C100 M100 Y0 K28

R0 G0 B102

000066

2925

C90 M11 Y0 K0

R62 G147 B235

3E93EB

Cool Gray 10

C0 M0 Y0 K60

R121 G127 B131

797F83

White

C0 M0 Y0 K0

R255 G255 B255

FFFFFF


Logo Usage/Placement 1.7

NO COVER-UPS

For use of the logo on image backgrounds, the simple rule is to not cover up the subject image. The placement of the logo on these two images does not work.

THESE ARE GOOD

The full color logo is on a light colored bkgd and not covering up the subjects. White knock-out is also acceptable when the bkgd is dark.

Note:Avoid drop shadows, embossing and effects. Keep the LegalZoom logo neat, clean and true.

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Fonts / Logo & other 1.8

LOGO FONTS

LegalZoom logo with it’s tagline is built with three fonts. “legal” is BASKERVILLE semi-bold italic“zoom.com” is UNIVERS bold condensed oblique“We put...” is GEORGIA italicNote:Never try and build the logo using the fonts. ONLY USE the supplied .eps file of the logo in which everything has been changed to outlines.

HEADER & TITLE FONT

UNIVERS is the go-to font for headers, titles, call outs, labels, etc. Usually it’s condensed and bold. But other weights can be used to suit a need. Used for both web graphics and print.

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Baskerville

Georgia

LegalZoom creates more wills...

ADDITIONAL FONTS

CENTURY is used for site questionnaire page titles. This is the only place.

ARIAL is standard font for online and some print.

Last Will and Testament Questionnaire

LegalZoom was developed by expert attorneys with experience at the most prestigious law firms in the country.

Univers

Start Your Business | Protect Your Family | Launch Your Dreams

Arial

Univers

Century

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