BRAND STYLE GUIDE

CONTENTS

Unacceptab le Logo Usage

Logo & Icon Min imum S i ze

Logo & Icon Clear Space

The Logo & Icon

6

Secondar y Graph ic Usage

Secondar y Graph ic

8

Acceptab le Logo Usage 5

7

4

3

2

Logo & Icon Appl icat ions

About Monogram 1

Pr imar y Pr int Typeface 10

Color Pa let te

Secondar y Graph ics

Color Pa let te 9

Typography

AMONOGRAM BRAND ST YLE GUIDE

ABOUT MONOGRAM

1MONOGRAM BRAND ST YLE GUIDE

Monogram Decor i s my at tempt at mak ing an indel ib le

impr int on the des ign landscape. I t encompasses my

des ign f i rm (Cour tney Lake Inter io r s) , my s tag ing and

photo s t y l ing bus ines s (CL IC) and l i fes t y le

wr i t ing/speak ing engagements . I t ’s a young and f resh

approach to decorat ing that doesn’t wor r y about

per fect ion. I t ’s about a l lowing the best of the c l ient

to sh ine in whatever p ro ject we are work ing on.

“Progress i s imposs ib le

without change, and

those who cannot change

thei r minds cannot

change anything.”

- George Bernard Shaw

The Monogram logo i s a symbol of e legance and

preci s ion. The logo has t wo d i f fe rent ver s ions , a

pos i t ive and reverse. Use each one independent ly.

Pos i t ion , s i z ing, co lor, and the propor t ions of the

logo are predetermind and shou ld never, under any

ci rcumstances , be a l tered.

In cer ta in s i tuat ions , the logo icon can be

ut i l i zed on i t s own. Be adv i sed the icon shou ld

be accompanied by the fu l l Monogram logo.

When co lor i s not ava i lab le, the logo can be changed

to g raysca le or b lack. Preferab ly, u se the Monogram

gray as l i s ted on page 10.

2MONOGRAM BRAND ST YLE GUIDE

THE LOGO & ICON

The c learspace for the fu l l logo appl ies

to the icon as wel l .

Clear space i s the a rea around the logo

that shou ld be f ree of a l l other symbol s , tex t o r

other g raph ic e lements .

Clear space i s def ined by the he ight of “m” in the

logo. A min imum c lear space requ i rement has been

estab l i shed to ensure the c la r i t y of the Monogram logo.

3MONOGRAM BRAND ST YLE GUIDE

LOGO & ICON CLEAR SPACE

Min imum s i ze refer s to the smal les t s i ze at wh ich

the Monogram Logo may be reproduced and

s t i l l ma inta in leg ib i l i t y. Don’t fo rget to const ra in

propor t ions when sca l ing the logo, smal l o r la rge.

To ensure i t s leg ib i l i t y, the min imum reproduct ion

s i ze of the Monogram Logo i s .38” x 1.75” fo r p r int

appl icat ions . The s i ze needs to be increased for web

appl icat ions . The d imens ions a re 48 px x 168px

for web and e lect ron ic media.

4MONOGRAM BRAND ST YLE GUIDE

LOGO & ICON MINIMUM S IZE

.38”.38”

1.75” .38”

48px48px

168px 48px

5MONOGRAM BRAND ST YLE GUIDE

ACCEPTABLE LOGO & ICON USAGE

Ut i l i ze the pos i t ive vers ion

on whi te backgrounds .

Scale the logo propor t ional ly.

U t i l i ze the reverse vers ion

on so l id colored backgrounds .

Darker, so l id colored

backgrounds work bes t.

Inc lude the icon to re in force the brand. The icon should be used as a secondar y logo, meaning

the main Monogram logo should a l so be inc luded in the des ign (where appl icable) .

Th i s i s some dummy tex t . Perhaps

a descr ip t ion o f someth ing and

some words about another th ing.

NOTE: SOME, NOT ALL, COMMON MISUSES ARE SHOWN ON THIS PAGE.

6MONOGRAM BRAND ST YLE GUIDE

UNACCEPTABLE LOGO USAGE

Don’ t make the sepera te e lements

of the logo d i f fe rent colors .

Don’ t rearrange ind iv idual

logo e lements .

Don’ t use the pos i t ive logo over any

colored or tex tu red background.

Don’ t scale the s ignature

unpropor t ional ly.

ALL OF THESE

RULES CAN BE

APPLIED TO THE

ICON AS WELL.

The secondar y g raph ic for the Monogram brand i s th i s

dynamic and f lex ib le pat tern. I t can be incorporated

into any des ign, o r lef t out fo r a more c lean look.

The pat tern must touch at leas t t wo corners of the

page. Tr y not to create any d i s t ract ing po int s of

conf l ict a round the edges . The pat tern can be sca led

accord ing ly to meet des ign needs .

7MONOGRAM BRAND ST YLE GUIDE

SECONDARY GRAPHIC

FULL PATTERN SHOWN

Above i s a good example of incorporat ing the pat tern

into a des ign. The pat tern reaches at leas t t wo

corners and no unf in i shed edges a re showing. The

compos i t ion, overa l l , i s n ice wi th no v i sua l tens ion.

Here i s an example of what not to do wi th the

secondar y g raph ic in a des ign. The edges of the

pat tern a re showing, there a re severa l po int s of v i sua l

tens ion and the logo i s hard to read. A lways keep in

mind the c lear space for the logo.

8MONOGRAM BRAND ST YLE GUIDE

SECONDARY GRAPHIC USAGE

MONOGRAM GREY

CYMK:58,42,35,5

RGB:117,130,142

HEX:75828E

The pr imar y co lor pa let te fo r the Monogram brand

cons i s t s of t wo bo ld co lor s . Us ing wh i te to accompany

these co lor s w i l l make the brand s tand out.

Wi th ever y des ign comes the oppor tun i t y to

inc lude some other secondar y co lor s , but s t ick ing

to the pr imar ies w i l l car r y our b rand. Secondar y

color s shou ld be deep, and r ich in satu rat ion.

No paste l s o r cream tones .

9MONOGRAM BRAND ST YLE GUIDE

PRIMARY COLOR PALET TE

RGB:

HEX:

MONOGRAM BLUE

CYMK:99,72,19,4

0,84,141

00548D

Elect ron ic communicat ions (e.g. Word documents

and Powerpoint p resentat ions) may ut i l i ze the

same t ypeface. For web, I f Avant Garde Goth ic i s not

ava i lab le, a gener ic san ser i f may be used.

The Avant Garde Goth ic fami ly i s the pr imar y t ypeface

for a l l our b rand communicat ions . A var iet y of weight s

shown above wi l l p rov ide ver sat i l i t y and f lex ib i l i t y in

layouts . D i f fe rent weight s can be appl ied depending

on the paper mater ia l , layout, and overa l des ign.

ITC AVANT GARDE GOTHIC

AbMedium 8ptABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwzyz1234567890

Super 8ptABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwzyz1234567890

Demi 8ptABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwzyz1234567890

Book 8pt

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghi jk lmnopqrstuvwzyz

1234567890

Extra Light 8pt

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwzyz1234567890

PRIMARY PRINT T YPEFACE

10MONOGRAM BRAND ST YLE GUIDE