Apogean Brand Guidelines

A P R I L 2 0 0 9
2 A P O G E A N B R A N D G U I D E L I N E S
I NT R ODUC T I ON
About These Guidelines 3
L OGOS
The Preferred Logo 4
The Reverse Logo 5
The Black Logo 6
Wordmarks 7
Clear Space & Minimum Size 8
VI S UAL L ANGUAGE
Color Palettes 9
Gradients 10
Typography 11
The Arc Graphic 12
AP P L I C AT I ONS
Stationery 13
PowerPoint 14
Premiums 15
R E F E R E NC E
File Directory 16
Table of Contents
3 I N T R O D U C T I O N
Building trust and recognition with our audience requires
consistent use of our brand wherever it appears. These
guidelines have been developed to ensure our logo and
visual language are used correctly in all applications.
Always refer to these guidelines when creating marketing
materials, electronic presentations, corporate materials,
or using the Apogean brand identity in any way.
About These
Guidelines
4 A P O G E A N L O G O S
The Apogean Logo consists of the Horizon and the
Wordmark as exhibited below.
The Preferred Apogean Logo should appear on a white
eld whenever possible. In the event a white background
is not available, the Preferred Logo may appear on a eld
of color no darker than the equivalent of 25% black.
The Preferred Logo is available to accommodate
reproduction in spot color, 4-color process and RGB
applications. Always be sure to use the appropriate logo
for your application.
See the le directory on page 14 for a list of available logos.
The Preferred Logo
The Preferred Logo
Horizon
Wordmark
5 A P O G E A N L O G O S
The Reverse Logo
A modied version of the Logo has been created for
optimal visibility on dark backgrounds.
The Apogean Reverse Logo consists of the same elements
as the Preferred Logo. It should appear on an Apogean
Gray eld whenever possible. In the event Apogean Gray
is not available, the Reverse Logo may appear on a eld
of color no lighter than the equivalent of 75% Black.
The Reverse Logo
6 A P O G E A N L O G O S
The Black Logo
The Black Logo
While the Preferred Logo should be used for
most applications, alternate logos are available to
accommodate a range of reproduction capabilities.
The Black Logo is available for one color applications
such as newsprint, fax and laser printed communications.
The Black Logo should always appear on a white
eld. Never opt for the Black Logo when full color
reproduction is available.
7 A P O G E A N L O G O S
The Black Wordmark
The Wordmark
The Reverse Wordmark
The Wordmark
While the Preferred Logo (with Horizon) should be
used as often as possible, the Wordmark exists as an
alternative. Use the Wordmark in applications where
vertical space is at a minumum, or print techniques
prohibit faithful reproduction of the Horizon.
As with the Preferred Logo, the Wordmark is also
available in Reverse and Black versions. Always be sure
to choose the correct Wordmark for your application.
While the Wordmark may be used on its own, the
Horizon, however, may not. Never opt to use the
Wordmark when adequate space exists to present
the Preferred Logo.
All the rules presented in this guideline also apply to
the Wordmark in all its forms.
8 A P O G E A N L O G O S
Clear Space
& Minimum Size
C L E AR S PAC E
Sufcient clear space is essential for proper presentation
of the Apogean Logo and Wordmark. This area must
be kept free of any competing text and graphics. The
minimum amount of clear space is equal to the height
of the letter A in APOGEAN as demonstrated below.
MI NI MUM S I Z E
In order to preserve the integrity of the identity, the
Apogean Logo and Wordmark should be reproduced
no smaller than the designated minimum size, three
quarters of an inch in width, as demonstrated below.
3
/4 inch
3
/4 inch
Clear Space
Minimum Size
Clear Space
Clear Space
9 A P O G E A N V I S U A L L A N G U A G E
Color Palettes
Correct and consistent use of color is a key factor in
establishing brand recognition. To this end, two color
palettes have been designated to represent the
Apogean brand.
The colors presented below should be used for all
Apogean brand communications. They may be applied
at full intensity or as tints for a more subtle feel.
T HE P R I MARY PAL E T T E
The primary palette colors are reective of the Apogean
Logo and should always be applied rst and foremost.
T HE S E C ONDARY PAL E T T E
The secondary palette colors have been selected to
complement the primary palette colors and should be
applied as an accent. Never allow use of secondary
colors to overpower the use of primary colors.
In lieu of the Apogean colors specied, you may use the PANTONE equivalents listed in the chart on this page. The standards for these colors
may be found in the current edition of the PANTONE Color Formula Guide. The colors shown throughout this manual have not been evaluated
by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE is a registered trademark of Pantone, Inc.
APOGEAN DARK GOLD
PANTONE 130
c 0 m 30 y 100 k 0
r 253 g 185 b 19
APOGEAN TEAL
PANTONE 7474
c 98 m 7 y 30 k 30
r 0 g 122 b 135
APOGEAN RED
PANTONE 7524
c 9 m 70 y 59 k 28
r 165 g 89 b 76
APOGEAN GREEN
PANTONE 377
c 51 m 5 y 98 k 23
r 115 g 150 b 0
S E C ONDARY PAL E T T E
APOGEAN GOLD
PANTONE 108
c 0 m 10 y 100 k 0
r 254 g 209 b 0
APOGEAN AMBER
PANTONE 1665
c 0 m 76 y 100 k 0
r 221 g 72 b 20
APOGEAN GRAY
PANTONE Warm Gray 8
c 16 m 23 y 23 k 44
r 139 g 120 b 120
P R I MARY PAL E T T E
10
Reective of our Logo, gradient colors are an integral
element within the Apogean brand language.
The combinations illustrated below are all based on
Apogean Gold and may be applied to any Apogean
brand communication.
A P O G E A N V I S U A L L A N G U A G E
Gradients
100% Apogean Gold 100% Apogean Amber
100% Apogean Gold 100% Apogean Teal
100% Apogean Gold 100% Apogean Green
100% Apogean Dark Gold 100% Apogean Dark Gold 100% Apogean Gold
11 A P O G E A N V I S U A L L A N G U A G E
Typography
Consistent typography is integral to maintaining the
integrity of the brand. Frutiger and Lucida Grande are
the designated typefaces of Apogean and may be used
in all the variations displayed below.
F R UT I GE R
Frutiger is a contemporary sans-serif typeface which may
be used for titles, headlines, sub-heads, captions and text.
L UC I DA GR ANDE
In the event Frutiger is not available, Lucida Grande may
be used. Lucida is standard cross-platform system font
which should be used only for PowerPoint presentations,
business documents and HTML text where applicable.
Frutiger Light AaBbCcDdEeFfGgHhIiJj
1234567890!@#$%&?
Frutiger Light Italic AaBbCcDdEeFfGgHhIiJj
1234567890!@#$%&?
Frutiger Roman AaBbCcDdEeFfGgHhIiJj
1234567890!@#$%&?
Frutiger Italic AaBbCcDdEeFfGgHhIiJj
1234567890!@#$%&?
Frutiger Bold AaBbCcDdEeFfGgHhIiJj
1234567890!@#$%&?
Frutiger Bold Italic AaBbCcDdEeFfGgHhIiJj
1234567890!@#$%&?
Frutiger Black AaBbCcDdEeFfGgHhIiJj
1234567890!@#$%&?
Frutiger Black Italic AaBbCcDdEeFfGgHhIiJj
1234567890!@#$%&?
Lucida Grande Regular AaBbCcDdEeFfGgHhIiJj
1234567890!@#$%&?
Lucida Grande Bold AaBbCcDdEeFfGgHhIiJj
1234567890!@#$%&?
12 A P O G E A N V I S U A L L A N G U A G E
The Arc Graphic
The Arc Graphic provides us with a dynamic design
element that can be used in a variety of ways to
extend our visual language.
When rendered in the Apogean brand colors, the
Arc Graphic imparts a feeling of optimism, creativity
and adaptability. Never use non-approved colors in
the Arc Graphic.
A few examples of cropping for the Arc Graphic are
illustrated below.
13 A P O G E A N A P P L I C A T I O N S
Stationery System
The design of our stationery system projects the same
brand personality that our products and services present
to our audiences worldwide.
The Apogean stationery system prominently features
the Apogean Logo, accented by typography set in
Frutiger, our approved typeface, in Apogean Gray and
Apogean Amber.
Christina Flint Media Supervisor
600 Battery Street San Francisco CA 94111
tel 415.262.3610 fax 415.262.5558 christina.flint@apogean.com
apogean.com
Business Card Front
Business Card Back
Dear Mr.]Mrs. FIrstname Lastname
ChIrographI mIscere pretosIus matrImonII. SuIs decIperet parsImonIa IIducIas. ncredIbIIIter
adIa udabIIIs suIs agnascor matrImonII, ut pIane IascIvIus syrtes decIperet Medusa, Iam
adIabIIIs eno concubIne Insectat apparatus beIIIs, etIam rures vIx IrugaIIter amputat saburre,
Iam utIIItas suIs verecunde suIIragarIt Aquae SuIIs, utcunque umbracuII comIter Imputat
IncredIbIIIter IragIIIs syrte. Augustus IIbere Iermentet IIducIas, ut Aquae SuIIs IucIde praem
unIet syrtes, semper PompeII pIane IIbere agnascor pretosIus apparatus beIIIs, ut concubIne
Imputat agrIcoIae. TremuIus matrI monII corrumperet saetosus chIrographI, etIam Medusa
suIIragarIt quadrupeI, semper optImus IragIIIs chIrographI InIeIIcIter agnascor quadrupeI.
Augustus IucIde IocarI tremuIus oratorI ChIrogus chIrographI vIx ceIerIter senesceret Caesar,
quamquam PompeII satIs negI egenter praemun agrIcoIae. UtIIItas quadrupeI IocarI suIs.
OssIIragI comIter cIrcumgredIet Caesar, utcunque parsImonIa cateIII verecunde amputat
matrInoet pIane guIosus ossIIragI pessImus negIegenter Imputat suIs, ut apparatus beIIIsen
Iermentet optImus IragIIIs chIrographI. Zothecas IncredIbIIIter spInosus Imputat quadru,
Iam ossIIragI cIrcum gredIet chIrographI. PIane parsImonIa cathedras conubIum santet octa
etIam saetosus ossII ragI adquIreret oratorI, ut Augustus IrugaIIter senesceret zothecas.
OctavIus Insectat umbracuII. Apparatus beIIIs suIIragarIt satIs pretosIus concubIne, etIamsu
guIosus agrIcoIae IortIter agna scor syrtes. UmbracuII decIperet saetosus syrtes, quod
Medusa IucIde amputat vIx verecundus matrImonII. PessImus quInquennaIIs oratorI cIrcus
gredIet beIIus saburre, utcunque Caesar InIeIIcIter vocIIIcat quadrupeI. ParsImonIa ossI
gI suIIragarIt aegre perspIcax zothecas. PessImus utIIItas SuIIs suIIragarIt IascIvIus IIducIas.
FIducIas negIegenter conubIum santet suIs. OctavIus cIrcumgredIet quInquennaIIs quadrup
eI quo tremuIus saburre amputat Medusa. LascIvIus oratorI suIIragarIt vIx quInquennaIIs
matrImonII. guIosus cathedras IucIde senesceret chIrographI. FragIIIs syrtes Imputat oratorI,
utcunque optImus quI nquennaIIs quadrupeI amputat IncredIbIIIter pretosIus IIducIas.
Regards
600 Battery Street San Francisco CA 94111
tel 415.262.3610 fax 415.262.5558 apogean.com
Letterhead
14 A P O G E A N A P P L I C A T I O N S
PowerPoint
Presentations
Electronic media requires the same care and attention in
application of our brand assets.
Our visual language is used extensively in PowerPoint
presentations to reiterate the Apogean brand
personality. Always use the approved color palettes, the
appropriate logo, and the various tools provided
within this guideline to present our brand consistently.
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Apogean brand premiums also require care and
attention in application of our brand assets.
Note the use of the Wordmark on the lanyard;
an application where space does not allow for
presentation of the full Apogean Logo.
Premiums
A P O G E A N A P P L I C A T I O N S
16 R E F E R E N C E
S P OT C OL OR L OGOS
Coated
APGN_3C_SPOT_C.ai Preferred Logo
APGN_WM_3C_SPOT_C.ai Preferred Wordmark
APGN_2C_SPOT_C_REV.ai Reverse Logo
Uncoated
APGN_3C_SPOT_U.ai Preferred Logo
APGN_WM_3C_SPOT_U.ai Preferred Wordmark
APGN_2C_SPOT_U_REV.ai Reverse Logo
Black
APGN_1C_BLACK.ai Black Logo
APGN_WM_1C_BLACK.ai Black Wordmark
P R OC E S S C OL OR L OGOS
APGN_CMYK.ai Preferred Logo
APGN_WM_CMYK.ai Preferred Wordmark
APGN_CMYK_REV.ai Reverse Logo
APGN_WM_CMYK_REV.ai Reverse Wordmark
R GB L OGOS
APGN_RGB.ai Preferred Logo (Vector)
APGN_WM_RGB.ai Preferred Wordmark (Vector
APGN_RGB_REV.ai Reverse Logo (Vector)
APGN_WM_RGB_REV.ai Reverse Wordmark (Vector)
APGN_RGB.png Preferred Logo (Raster)
APGN_WM_RGB.png Preferred Wordmark (Raster)
APGN_RGB_REV.png Reverse Logo (Raster)
APGN_WM_RGB_REV.png Reverse Wordmark (Raster)
File Directory