Demand Media Brand Guidelines

Brand Guidelines V1
Demand Media brand@demandmedia.com
BRAND GUIDELINES
VERSION 1 JANUARY 2013
Brand Guidelines V1
CONTENTS
INTRO 03
IDENTITY Logo06 Logo Clear Space 07 Logo Placement 08 Logo Sizes 09 Logo Colors 10 Logo Misuses 12 Attribution logo 13 TYPOGRAPHY Print Typeface Web Typeface Typesetting Guides 17 19 20
GRAPHIC ELEMENTS Color Palette 22 Graphic Arrows 24 Photography35 Icons38 DESIGN EXAMPLES Business Communications Visual Examples 45 47
Brand Guidelines V1
WELCOME TO THE NEW DEMAND MEDIA BRAND GUIDELINES. THESE GUIDELINES EXIST TO MAKE US LOOK CONSISTENTLY AWESOME! FOLLOW THESE GUIDELINES AS YOU CREATE MARKETING MATERIALS, INTERNAL AND EXTERNAL COMMUNICATIONS.
OUR DESIGN FOUNDATION Our brand is more than our logo. It is a design scheme made up of a number of core elements and guiding principles that combine to create a distinctive look and feel that is immediately recognisable as Demand Media. This guide will help to familiarize you with the core brand elements to assist you in designing and producing dynamic and powerful communications with a degree of flexibility. If unsure, just ask us at brand@demandmedia.com (We dont bite).
Brand Guidelines V1
Introduction
WHAT WERE ABOUT

Our new brand identity is all about demonstrating how Demand Media is a touchpoint in peoples real lives. We connect people to content thats relevant to them. We connect businesses to the web. We connect brands with people and people with brands. Every second of every day people click, swipe, and tap into Content For Real Life on one of our sites. More than 100 million people come to us every monththats more than 1 in 3 Americans online. Were there to help them navigate their lives, satisfy their cravings, explore their interests, and expand their horizons. We also give businesses the power to connect with their audience in more meaningful waysthrough websites, through advertising solutions, and through social conversations. This is what our branding is all aboutconnecting, serving as a touchpoint, and meeting people where they are.
Brand Guidelines V1
Identity
ID
EN TH E LO G O
TI T
Brand Guidelines V1
Identity
OUR LOGO
Here it is againour logo. Our logo is the most visible element of our identitya universal signature across all Demand Media communications. Its a guarantee of quality that unites our diverse products and services. We use the same version in print, on screen, and on the side of our buildings. Its simple. Easy to understand. No drop shadows, no glossy reflections, no flashy graphic effects. Our logo is a bold, simple, graphic statement. It signifies a touchpoint, and a connection. The logo is made up of two elements: the symbol and the logotype. While it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best.
Symbol Logotype
Logo
Brand Guidelines V1
Identity
EVERYONE NEEDS A LITTLE PERSONAL SPACE

LOGO CLEAR SPACE
To ensure that our signature versions are clearly visible in all applications, surround them with sufficient clear space free of type, graphics, and other elements that might cause visual clutterto maximize the recognition and impact of our identity. To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected. When the logotype or full name is used, a clear space of 50% the symbols height should be maintained. In special circumstances when a 50% clear zone isnt available or possible, use the second option of 25% clear space.
50% 25%
Note: the logotype typography has been carefully spaced, and should not be changed, or re-typed. The D and M are vertically aligned, in addition to the e and a.
50% Clear space
Brand Guidelines V1
Identity
EVERYTHING IN ITS RIGHT PLACE

LOGO CLEAR SPACE
We like to avoid placing the logo smack dab in the middle of an area. On any given formatlandscape or verticalthe preferred logo placement is in any corner position, or center aligned at the right or left.
Corner position.
Center position.
Centering the logo looks generic and predictable :(
Much better :)
Brand Guidelines V1
Identity
GOOD THINGS COME IN SMALL SIZES

MINIMUM LOGO SIZE
There are no predetermined sizes for the Demand Media logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the logo. In print the minimum size is 0.8. For digital uses the minimum size for the standard logo is 100 pixels. 100 pixels is the smallest size apart from when using an ICO. There is a specific file for ICOs which is a 16px tall file.
Logo
Symbol
Favicon (ICO file)
Minimum size 0.8 / 100px
Minimum size 0.375 / 30 px
16 px
HELP US KEEP OUR LAWYERS HAPPY

USING THE REGISTERED LOGO
To protect our logo we use a Registered symbol alongside our logo. This is used in all major outward-facing brand communications, such as our website and advertising. For internal communications, and branded promotional itemssuch as notepads, T-shirts, water bottlesthe standard logo can be used. The registered logo has been created in two sizes - large and small. The large scale version will cover most uses, and the small scale version is intended mainly for use on the web.
Large scale use

Scale width between: 1.2 upward 150px upward
Small scale use

Scale width between: 0.8 1.2 100 150 px
Brand Guidelines V1
Identity
10
PICK A COLOR ANY COLOR

Our logo or background color may be any color within the Demand Media color palette. Contrast is importantuse a white logo on color backgrounds and a color logo on white backgrounds. See pages 21 & 22 for detailed color information and color values.
Color logo on white backgrounds
In certain instances, such as on the Demand Media website, a vibrant color logo may not be appropriate, and may potentially clash with other colors. In these instances, an all gray logo can be used.
When using the logo on a white background, the logotype should always appear in gray, never in a vibrant color, and never in solid black.
Always us a gray logotype
White logo on color backgrounds
When using the logo on a color background, both the symbol and logotype should appear white. The logotype should never appear in gray.
Brand Guidelines V1
Identity
11
MONOCHROME LOGOS
The preferred color for our logo is in one of our vibrant colors. In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances we may use a gray version (made as a 75% tint of black) or a one-color black or white logo.
75% Black logo on white background
White logo on 75% black background
Black logo on white background
White logo on black background
Two-tone version for black backgrounds. In special uses when the logo appears on a black background (for example T-shirts, Tote bags), a two-tone logo is preferred. In this logo, the symbol should appear in white, and the logotype should appear in the following gray color (depending on application for print or web): Pantone Cool Gray 8 45% black R163 G166 B168
White symbol, gray logotype
BACKGROUND IMAGES
Our logo may also be used on an image background with sufficient contrast. Use an all-gray logo for use on light colored backgrounds, and an all-white version for dark backgrounds. When placing the logo onto imagery, please ensure that it is placed within an uncluttered image area to allow for maximum legibillity and visibility.
Light-colored, uncluttered imagery
Dark-colored, uncluttered imagery
Do not use a color logo on a photographic image.
Brand Guidelines V1
Identity
12
PLEASE DONT...
To maintain the integrity of the Demand Media logo, and to promote the consistency of the brand, it is important to use the logo as described in these guidelines. The examples shown here illustrate possible misuses of the Demand Media logo that should be avoided.
CONTENT FOR REAL LIFE
DONT create a logo lockup with text DONT rearrange the logo elements. DONT change the proportions between the symbol and logotype DONT rotate the logo
DONT stretch the logo
DONT create a gradient logo
DONT mix colors from the palette
DONT use non-approved colors
DONT outline the logo
DONT add a drop shadow to the logo
DONT add reflections or any other graphic filters to the logo
DONT use the symbol as a holding shape for imagery or graphics
DONT create a pattern with the logo
DONT place the logo on a color without sufficient contrast
DONT use gray or black on a color background
DONT use over a busy image
Brand Guidelines V1
Identity
13
DRIVEN BY...
ATTRIBUTION BADGE
We have created these attribution badges to help strengthen and build equity in the masterbrand, and to create a clear relationship between Demand Media and the various sites we own, operate, and for which we generate content. Used consistently and accurately, this badge will build awareness for our brand across our entire network. Built from our primary logo, this badge includes the moniker Driven by as an indication of the role Demand Media plays regarding our various properties and content creators. Our logo color palette has been designed to adapt to a variety of applications. When using the attribution badge, choose the color logo that closest matches or compliments the website it appears on. For example, Livestrong.com features a yellow color palette, so a yellow attribution badge should be used. eHow.com features a green color palette so a green attribution badge should be used. Examples are shown on page 14.
Attribution Logo
Logo Colors
Attribution Logo Placement
2 Secondary Placement Left
1 Primary Placement Centre
2 Secondary Placement Right
Brand Guidelines V1
Identity
14
Cracked.com Dominant website color, Red > Red Demand Media Logo > Primary placement
eNom Dominant website color, Blue > Blue Demand Media Logo > Secondary placement
eHow Dominant website color, Green > Green Demand Media Logo > Secondary placement
IndieClick Dominant website color, Yellow > Yellow Demand Media Logo > Secondary placement
Livestrong Dominant website color, Yellow > Yellow Demand Media Logo > Primary placement
There may be instances where the background color of a website doesnt sit comfortably with the Demand Media approved logo colors, or does not provide enough contrast to render the logo legible (examples below). In these cases and all white or all gray logo should be used.
Illegible
Use White logo
Color clashes
Use Gray logo
Brand Guidelines V1
Identity
15
FILE FORMATS
Our signatures come in a variety of formats for use in a range of applications. On this page, each file is categorized using the naming key listed below. Use the PNG logos for all screen-based applications, such as PowerPoint and the web. For print applications, use the Illustrator artwork with the EPS extension. To obtain digital artwork, please contact brand@demandmedia.com.
Primary logo
For Print: Folder location: Print > Pantone_U Print > Pantone_C Print > CMYK_U Print > CMYK_C
For Screen: Folder location: Screen > RGB Filename example: DM_Primary_RGB_Darkblue.eps (color name varies for each logo color)
1 color positive logo Folder location: Print > 1 color Filename: DM_Primary_1col.eps
Available in all logo colors
Filename example: DM_Primary_Pantone_C_ Darkblue.eps (color name varies for each logo color)
1 color reversed logo Folder location: Print_1 color Filename: DM_Primary_1col_Rev.eps
Registered logo (Reg)
For Print: Folder location: Print > Reg_Pantone_U Print > Reg_Pantone_C Print > Reg_CMYK_U Print > Reg_CMYK_C Filename example: DM_Reg_Pantone_C_Darkblue.eps (color name varies for each logo color)
For Screen: Folder location: Screen > Reg_RGB Filename example: DM_Reg_RGB_Darkblue.png (color name varies for each logo color)
Registered logo (Reg) small scale use
File naming key

DM Primary Reg Small Attribution RGB CMYK Pantone_U Pantone_C Darkblue LIghtblue Darkgreen Lightgreen Yellow Red Gray 1 color Rev Demand Media Main logo (not registered) Registered logo Small scale use logo Driven by Demand Media version RGB color CMYK color Uncoated Paper application Coated Paper application The The The The The The The darker blue logo lighter blue logo darker green logo lighter green logo yellow logo red logo gray logo
Large scale use
Folder location: Screen > RGB_Reg_ Small Scale Use Filename example: DM_Reg_Small_RGB_Darkblue.png (color name varies for each logo color)
Attribution logo
For Screen: Folder location: Screen > Attribution_RGB Filename example: DM_attribution_RGB_Darkblue.png (color name varies for each logo color)
Reversed logos (for use on black websites) Folder location: Screen > Attribution_RGB_Rev Filename: DM_attribution_RGB_Rev_Darkblue.png
One color logo (black) Reversed logo (white)
Brand Guidelines V1
Identity
16
EN
TI T ID TY PO G R A PH Y
Brand Guidelines V1
Identity
17
A FRIENDLY FACE GOTHAM ROUNDED IS OUR TYPEFACE. WE USE IT IN TWO WEIGHTS BOLD AND MEDIUM.
Typography is an important aspect of our brand identity. Our typographic style contributes to our distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of our communications appear consistent.
ROUNDED FRIENDLY SIMPLE CLEAR ELEGANT PRECISE GEOMETRIC
Brand Guidelines V1
Identity
18
OUR TYPEFACE: USE IN PRINT

Gotham Rounded Bold is used for all headlines and titles.
GOTHAM ROUNDED BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &*#@?!/+(.,:;)
Gotham Rounded Medium is used for the Demand Media logotype. It should also be used for all standard body-copy.
Gotham Rounded is designed and distributed by New York type foundry Hoefler & Frere-Jones. It can be purchased directly here.
GOTHAM ROUNDED MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &*#@?!/+(.,:;)
Brand Guidelines V1
Identity
19
OUR TYPEFACE: USE FOR WEB

Since Gotham Rounded is currently not available as a webfont, we have substituted it with a close alternative called Proxima Nova Soft. As with Gotham Rounded, we use the Bold weight for headlines, and Medium for body copy.
PROXIMA NOVA SOFT MEDIUM
Proxima Nova Soft Medium and Bold can be purchased directly here.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &*#@?!/+(.,:;)
SECONDARY TYPEFACE: USE FOR POWERPOINT

In cases where a standard system font is requiredsuch as sales presentation Powerpoint documentsArial Regular and Bold should be used.
Arial / Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Brand Guidelines V1
Identity
20
TYPESETTING GUIDES:
Typography is always ranged left. This provides the eye with a constant starting point for each line, making text easier to read. The only exceptions are when typesetting headlines with the Demand Media arrowheads (see page 25) When typesetting headlines, the leading should be 15% larger than the type size. To calculate, multiply the type size by .15 and add the result to the typesize. When setting body copy, the leading should be 25% larger than the type size. To calculate this, multiply the type size by .25 and add result to the typesize. All type should be be set to -20 tracking. Body column width should ideally be between 7-9 words long.
DEMAND MEDIA, CONTENT FOR REAL LIFE 10/11.5 As dollestiatum con pratem dolupta dolor sint molessendam, idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. 10/12.5
DEMAND MEDIA, CONTENT FOR REAL LIFE 15/17.25 As dollestiatum con pratem dolupta dolor sint molessendam, idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. 15/18.75
DEMAND MEDIA, CONTENT FOR REAL LIFE 20/23 As dollestiatum con pratem dolupta dolor sint molessendam, idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. 20/25
Brand Guidelines V1 Identity
G R IE A D L PH E E N M I C T E C O IT G L N TS Y PH RA O IC O PH R P O TO I A C L N S GR A ET R A R TE PH O Y WS
Demand Media brand@demandmedia.com 21
Brand Guidelines V1
Identity
22
PICK A COLOR ANY COLOR OUR CORE COLORS ARE WHAT GIVE US OUR PERSONALITY. WERE BRIGHT, BOLD, AND COLORFUL.
Up until this page, youve been seeing an all-gray logo. But an all gray logo would be a bit boring, right? The Demand Media logo can in fact appear in one of six vibrant colors. And theres a dark gray color for our typography, and for instances where a color logo is not appropriate. As you can see, our colors are VIBRANT. When using the colors in print, it is important to always seek to use Solid Pantone inks. This way, all of our materials will be consistent, and our colors look vibrant. These same vibrant colors cannot be achieved using standard CMYK printing. Only use CMYK colors when absolutely necessary. Please note, when printing certain colors onto coated or uncoated paper, the Pantone color specified differs. Please refer to the color breakdowns on this page.
Coated Paper PANTONE 285 C Uncoated Paper PANTONE 285 U R 80 G 150 B 242 HEX #5096F2 Coated C 90 M 48 Y0 K0 Uncoated C 70 M 30 Y0 K0 Coated Paper PANTONE 305 C Uncoated Paper PANTONE 305 U R 70 G 212 B 230 HEX #3DD4E6 Coated C 60 M0 Y7 K0 Uncoated C 60 M0 Y 10 K0 Coated Paper PANTONE WARM RED C Uncoated Paper PANTONE WARM RED U R 250 G 84 B 54 HEX #F95336 Coated C0 M 86 Y 80 K0 Uncoated C0 M 70 Y 66 K0 Coated Paper PANTONE 116 C Uncoated Paper PANTONE 115 U R 254 G 203 B0 HEX #FECB00 Coated C0 M 12 Y 100 K0 Uncoated C0 M 12 Y 95 K0
Coated Paper PANTONE 7479 C Uncoated Paper PANTONE 7479 U R 50 G 209 B 126 HEX #32D17E Coated C 80 M0 Y 65 K0 Uncoated C 58 M0 Y 58 K0
Coated Paper PANTONE 382 C Uncoated Paper PANTONE 381 U R 200 G 215 B0 HEX #C7D600 Coated C 28 M0 Y 92 K0 Uncoated C 25 M0 Y 84 K0
Coated Paper PANTONE COOL GRAY 10 C Uncoated Paper PANTONE COOL GRAY 10 U R 102 G 110 B 117 HEX #666E75 Coated C4 M0 Y0 K 75 Uncoated C4 M0 Y0 K 75
Brand Guidelines V1
Identity
23
SECONDARY COLORS
Our color palette is bold, and in certain instances it can appear too bold. So weve created 6 additional pale colors that can be used to support the primary color palette. These secondary colors should only be used when absolutely necessary. Our preference is to only use primary color palette across most communications. Secondary paletteWhen to use: Charts or infographics More expressive graphic communications (such as posters) Presentation slide backgrounds How to use them: Only use neutral colors for presentation slide backgrounds. Never use the secondary colors on their own. They should only be used to complement the core colors. Examples of our color palette in use can be seen on pages 31 and 32. Please note, when printing certain colors onto coated or uncoated paper, the Pantone color specified differs. Please refer to the color breakdowns on this page.
Coated Paper PANTONE 304 C Uncoated Paper PANTONE 304 U R 154 G 222 B 239 HEX #9AE0EF Coated C 36 M0 Y6 K0 Uncoated C 39 M0 Y 11 K0
Coated Paper PANTONE 373 C Uncoated Paper PANTONE 372 U R 212 G 229 B 138 HEX #D4E58A Coated C 20 M0 Y 42 K0 Uncoated C 20 M0 Y 48 K0
Coated Paper PANTONE 100 C Uncoated Paper PANTONE 100 U R 252 G 232 B 112 HEX #FCE870 Coated C0 M0 Y 58 K0 Uncoated C0 M0 Y 61 K0
Coated Paper PANTONE 196 C Uncoated Paper PANTONE 196 U R 255 G 202 B 192 HEX #FFCAC0 Coated C0 M 23 Y5 K0 Uncoated C0 M 25 Y 10 K0
Coated Paper PANTONE Cool Gray 1 C Uncoated Paper PANTONE Cool Gray 1 U R 236 G 242 B 243 HEX #ECF2F3 Coated C3 M2 Y4 K5 Uncoated C4 M3 Y7 K7
Coated Paper WARM GRAY 4 C Uncoated Paper WARM GRAY 3 U R 209 G 209 B 200 HEX #D1D1C8 Coated C9 M 11 Y 13 K 23 Uncoated C8 M9 Y 11 K 121
Brand Guidelines V1
Identity
24
FOLLOW THESE DIRECTIONS

GRAPHIC ARROWHEADS
Our graphic identity is more than just our logo, typeface, and colors. An important part of our graphic look and feel are the use of arrowheads. The arrows are derived from our logo, and signify connection and action. Used alongside our bold color palette and angled headline typography, the arrows provide a bold and engaging graphic look and feel to all our communications. The following pages explain how the arrowheads should be used with typography, color, and photography.
Brand Guidelines V1
Identity
25
Left aligned typography
Left aligned typography non angled
Right aligned typography
When typography interacts with the arrows, there are specific rules that apply. The examples on this page show the various ways in which typography relates to the arrows. Typography blocks should always relate to the 90 right angle created by the arrows. Depending on the rotation of the arrowss, typography will vary from left aligned, to right aligned. Typography can also be rotated 45 clockwise, anticlockwise, or remain straight as shown in these examples. The following pages provide some detailed guidelines.
L M OR A AD EM E M O C TU ET LO IPU IN R C R G AD O A IP NS RE E T OF
GRAPHIC ARROWS: TYPE ALIGNMENT
U IP R M LO SE RE DO N IP LO A CO ADRET M T R A E U M T G A E IN C
LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET
Left and right aligned typography within arrows
Left and right aligned typography outside of arrows
L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T
L M OR A A E ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T
Brand Guidelines V1
Identity
26
GRAPHIC ARROWS: TYPE ALIGNMENT & ANGLES

Left alignment
When placing text within the arrows, the typography layout will vary depending on the orientation of the arrow, and the amount of text within the arrow. Please follow the guides below, and on the following pages.
LO IP R A SU EM D M O LO R
LO M R A AD EM ET ME O I U T LO PU RI C P EN R
100%
LOREM IPU MADOLOR AMET CONSE ETURADIP RECING

LOREM IPSUM DOLOR AMET CONSECTETUR ADIPISCING PELLENESQUE CURSUS.
12% Blue lines represent a clear space border. The width of the border is equal to 12% total width of the arrow.
Right alignment
I L O PU OR R M E ET AM A M U E D RI T P
LOREM IPU MADOL OR AMET CONSE ETU DIP RECING

M RE UM R LO PS LO I O D A
Brand Guidelines V1
Identity
27
GRAPHIC ARROWS: TYPE SIZE & LINE COUNT

Left alignment 3 lines of type 4 lines of type 5 lines of type 6 lines of type (maximum)
LO IP R A SU EM D M O LO R
LO M R A AD EM ET ME O I U T LO PU RI C P EN R
100%
LOREM IPU MADOLOR AMET CONSE ETURADIP RECING

Small TypeMax 6 lines within space
L M arg a w x e ith 3 Ty in lin pe sp es ac e
12%
Right alignment 3 lines of type
4 lines of type
5 lines of type
6 lines of type (maximum)
I L O PU OR R M E ET AM A M U E D RI T P
LOREM IPU MADOL OR AMET CONSE ETU DIP RECING

M RE UM R LO PS LO I O D A
Brand Guidelines V1
Identity
28
GRAPHIC ARROWS: OUTSIDE TYPE USAGE

As well as inside the arrows, typography can be placed outside of the arrows. The typography alignment should always relate to the right angle created by the arrows. Examples are shown here and on page 33.
Left alignment Left alignment
L M OR A AD EM E M O RE TU ET LO IPU C RA CO R IN D N G IP S E
N IC M T E EE O YO T U
Right alignment
Right alignment
L A M OR M A E E M ET T C DO IP U O LO U RE RA NS R C DI E IN P G
N TO IC E M YO EE U T
Brand Guidelines V1
Identity
29
GRAPHIC ARROWS: USING CROPS AND ANGLES

The Demand Media logo, and individual graphic arrows can be cropped in different ways to create dynamic layouts. Some simple examples are shown here. The arrows can appear in a variety of layouts and directions to suit the needs of the layout. The arrows can be rotated 90 or 45. The arrows can either be used as a pair (facing each other) or as standalone directional arrows. When using as a pair (examples 1, 3, 5 & 6) the distance between the arrows should always remain the same. Please do not move arrows closer together, or further apart.
Brand Guidelines V1
Identity
30
An Adobe Illustrator file containing various graphic arrow layouts can be found in the brand assets folder: Filename: DM_arrow_crops.ai This file containds multiple editable layouts. These will give you a starting point for creating layouts. Please note, you will need Adobe Illustrator to edit and create design layouts. Also note, you will need the font Gotham Rounded Bold installed to edit the text.
LO M R A AD EM ET ME O I C U T LO PU IN R C R G AD O A IP NS RE E T
L M OR A E A ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T
GRAPHIC ARROWS: USING ARROWS AND TYPOGRAPHY
U IP R M LO SE RE DO N IP LO A O D ET M T C RA AR E U M T G A E IN C

Brand Guidelines V1
Identity
31
1. DO use our base colors with any white arrows
2. DO use colors that complement each other
3. DO use colors that complement each other
We have a vibrant color palette so we need to be careful when using it to avoid clashing colors. Some general rules when using color: When using our color palette, try to stick to using a core color + white. (see example 1) When using two colors together, pick a complimentary palette, such as two blue shades, or two green shades (see example 2) You can use secondry colors to complement core colors, but as outlined above, the colors should be complementary. (see example 2) Please only use two colors together in addition to white. (see example 3) If in doubt, keep it simple.
USING COLOR: DOs

L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T L M OR A E A ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T
Below are some approved color combinations. Please note, some of these utilize our secondary pale colors.
Above: Any mix or core color + white is encouraged.
Above: When mixing core colors, stick to blue and green.
Above: Use secondary colors to complement the core palette.
Brand Guidelines V1
Identity
32
DONT use clashing colors
DONT use color combinations that are illegible
DONT use 3 varying colors for all graphic elements
The examples on this page show how not to use our colors. In fact they are so garish you need sunglasses just to look at them.
USING COLOR: DONTs

L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T L M OR A E A ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T
Avoid these color combinations They clash and many are difficult to read
Brand Guidelines V1
Identity
33
Some hypothetical examples are shown on this page.
L M OR A AD EM E M O C TU ET LO IPU IN R C R G AD O A IP NS RE E T OF
LOREM IPU MADOLOR AMET CONSE ETUR CING ARET
LO R D CO O EM N LO IP S R U RE D E E A M C IP TU ME A IN C R T A IN A RE G T
When placing images within the arrows, please be mindful of composition. Do not crop out important parts of the image (such as faces) and ensure that the outline shape of the arrow is always clearly visible.
L M OR A AD EM M O ET L IP CO OR U N SE
L M OR A E A E M DO M C TU ET LO IPU IN R C R G AD O A IP NS RE E T
U IP R M LO SE RE DO N IP LO A CO ADRET M T R A E U M T G A E IN C
Photography can either be placed within the arrows, or can be used full bleed with the arrows on top of the image.
GRAPHIC ARROWS: USING PHOTOGRAPHY
Brand Guidelines V1
Identity
34
WHATS THAT YOU SAY?

SPEECH BUBBLE GRAPHIC
In addition to the core arrowhead shapes, there is a speech bubble shape that can be used in graphic layouts. The speech bubble shape should always contain typography, and should never be used as a standalone shape. Please refer to the guidelines on this page that outline the correct distance relationship between the typography and the speech bubble. An Adobe Illustrator file containing the speech bubble can be found in the brand assets folder: Filename: DM_speechbubble.ai Please note, you will need the font Gotham Rounded Bold installed to edit the typography.
To calculate the correct distance relationship from the type block to the speech bubble, divide the height by 10%. This will give you the correct border width.
L M OR A A E ET ME DO M I RE U T LO PU C RA CO R IN D N G IP S E
is ta
nc e
10
of
L M OR A A E ET ME DO M I RE U T LO PU C RA CO R IN D N G IP S E
Height of Speech bubble = X
Brand Guidelines V1
Identity
35
PRETTY PICTURES
PHOTOGRAPHY USAGE
Our photography captures a slice of everyday life. Its never fake or frivolous. It should make you feel like you are right there in the room. Its about telling stories through personalities, interactions, and experiences. So it feels real, honest and straightforward. OUR APPROACH TO PHOTOGRAPHY natural and relaxednot posed or artificial everyday and honestsomething we can all relate to in real life (with warts and all, our coffee cups are dirty, our boots have mud on them, our shirts wrinkled this makes them more believable) personal and engagingcapturing emotions and intimacy. sometimes funny. Real life can be a little weird, goofy, and funny. Were not afraid to celebrate that.
Brand Guidelines V1
Identity
36
PHOTOGRAPHY USAGE
Further examples.
Brand Guidelines V1
Identity
37
PHOTOGRAPHY DONTs
DONT use images where people are posing, or are used as props like in a catalog
DONT use interior design that is not lived-in, or is contrively staged
DONT use flat, cold lighting
Brand Guidelines V1
Identity
38
THE MAKING OF AN ICON

A number of icons have been designed to communicate the many different types of content we produce, and the many different audiences we reach. But please use the icons with restraint. Yes, theyre cute, but please dont sprinkle them on every brand communication. They are there to support specific themes in marketing communications. The icons can appear in any of our primary colors. Please refer to the basic guidelines on page 42. All of these icons can be found in the file: DM_all_icons.ai
FOOD
HOME
Brand Guidelines V1
Identity
39
AUTO
PETS
ENTERTAINMENT
Brand Guidelines V1
Identity
40
MEDIA
TECHNOLOGY
FINANCE
Brand Guidelines V1
Identity
41
LIVESTRONG
HEALTH
MOMS
Brand Guidelines V1
Identity
42
STYLE
Brand Guidelines V1
Identity
43
PLEASE DONT...
Please follow the guides below to keep us looking our best.
PLEASE DO...
Here are some examples of icons used in a thoughtful way.
DONT squeeze text inside of the icons
DONT place icons within other icons
DONT overlap icons
DO group icons together into compositions, but please keep to 90 or 45 rotation of icons.
DO use them next to text or call-to-action.
LEARN MORE
VIEW SLIDESHOW
DONT add drop shadows
DONT replace letters with icons
DONT rotate icons unless 90 or 45 as part of a group (see right).
Brand Guidelines V1
Design Examples
44
EX D A ES M I PL GN ES
ST W A IN EB TI TE S ON R ITE ER N Y A L PR IN T
Brand Guidelines V1
Design Examples
45
Digital letterhead template. Filename: DM_letterhead.doc
STATIONERY
1333 2ND STREET STE 100 SANTA MONICA CA. 90402 WWW.DEMANDMEDIA.COM P/ 310.123.4567 F/ 310.123.4567 E/ ACCOUNTS@DEMANDMEDIA.COM
Mr John Smith Company Title 340 Bryant Street San Francisco CA 94107 USA Date: 03.05.2011
Dear Name, Pudis ea coreper esequia estrunt isitam expliquiam autem rempostinis voluptatur, omnis imus rest, coribus re nis et di si dolentionse verior magnimos int eaturentur sitenti onsequam ut magnihit aut volum aut quiaspe libuscilique none volo optibus exernatis dusam quam fuga. Ita denda nonectem eum volo blatest ibeatibustis elis ra quae magnatur solore ni in corescipsant fugitibus, atur, omnis imil et quaturibus dolectatet moluptaquo beatas sed mi, sapid quia nobitis simusae cor aut evel estrum, aute voloreptas quis eturiam hitatur alique coritatur aciis eatiatur seque il ilibus cusam incia quiaectota sectur andigeni dit, ipsam am, oditatemped ullab il ipsapero exerciae sintus derum excestium veni dolest, quia ne ducilitatus duci num ant eum quas abo. Is modipid magnam, sitassincil elliatum que volesed ut fugitiam fugiatem qui restrum, solum et quo quia voluptatem restiunt fugiat andita conescius voluptate cus sum libusdae. Ut voles et perferspero eaquaestium as et moluptiunto evelia de min poreperumquo bea velit intintur, ullam nos nos res am, volendi sero voluptas enectur? Occae porem qui dem. Itas et autam faceat faccab ipiciam endebit atusae incid molupturibus re, occuptatis vitatem quo officiat voloribusam comnimagniam nullam ape simi, quia aut dolore por at quamet omnis magnimi, nem faceri tem arit haria sequianiste am res in core sitatemqui ut il incte nullani mporese quidisquis dundantis sim sequae quaerum que sapid unt ipictota dolest adit quia nobis unt quo veratiis et auta earum quo volest, simusapit, ius magnisitas eicabo.
Helvetica Regular 10pt on 13pt linespacing
Envelope
Et od eos nist aliqui qui tempeliatum nonse sum ea eaque cone comnimi, nestis et fuga. Iquiatquia sequidelest, alit fugit fugiaes diat. Regards, John Smith
Helvetica Regular 10pt on 13pt linespacing
Brand Guidelines V1
Design Examples
46
BUSINESS COMMUNICATIONS DIGITAL
Email Signature
From: John Smith Subject: Brand Guidelines Date: May 25, 2011 10:14AM GMT Cc:
Dear Sir, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis ornare, urna varius faucibus ornare, ante metus eleifend dolor, ac porta nunc nisi elementum orci. Phasellus a ipsum eros. Donec mattis nunc et urna faucibus quis laoreet magna eleifend. Maecenas imperdiet faucibus tellus vel placerat. Nullam quis nisl eu leo faucibus accumsan. Best Regards, Nest
Peter Luttrell SVP Ad Solutions & Brand Management Demand Media 1333 2nd Street Ste 100 Santa Monica, CA. 90402 www.demandmedia.com peter.luttrell@demandmedia.com 310.917.6438
Arial Regular and Bold 12px typesize 14px linespacing Color R 102 G 110 B 118
Peter Luttrell SVP Ad Solutions & Brand Management Demand Media 1333 2nd Street Ste 100 Santa Monica, CA. 90402 www.demandmedia.com peter.luttrell@demandmedia.com 310.917.6438
Horizontal lines: Repeated em-Dash (Option key plus ) Color R209 G211 B212 Horizontal lines should be at a length, depending on the staff name and title (longest line)
Brand Guidelines V1
Design Examples
47
WEBSITE
Brand Guidelines V1
Design Examples
48
INTERNAL PRINT
Shown on the following pages are hypothetical examples, showing the brand identity applied across various materials.
New Employee Handbook: Embossed arrows onto neutral kraft card
Annual Report cover:
Notebook: The arrow has been adapted to create a pencil
Brand Guidelines V1
Design Examples
49
INTERNAL WALL GRAPHICS
POSTER
TOTE BAG
Brand Guidelines V1
50
DESIGN MATTERS
If youve just read these guidelines, you have our appreciation. It means you share our belief in details and quality. We know applying these principles takes time and effort, but the stories we tell in all our Demand Media communications will be stronger for it. If you ever have additional questions about our visual identity and its application in design, dont hesitate to contact brand@demandmedia.com Thank you.

Demand Media Brand Guidelines

Загружено:

Сведения о документе

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Demand Media Brand Guidelines

Загружено:

Авторское право:

Доступные форматы

Brand Guidelines V1

Demand Media brand@demandmedia.com

Demand Media brand@demandmedia.com

Demand Media brand@demandmedia.com

Demand Media brand@demandmedia.com

WHAT WERE ABOUT

Demand Media brand@demandmedia.com

Demand Media brand@demandmedia.com

Demand Media brand@demandmedia.com

EVERYONE NEEDS A LITTLE PERSONAL SPACE

50% Clear space

Demand Media brand@demandmedia.com

EVERYTHING IN ITS RIGHT PLACE

Centering the logo looks generic and predictable :(

Demand Media brand@demandmedia.com

GOOD THINGS COME IN SMALL SIZES

Favicon (ICO file)

Minimum size 0.8 / 100px

Minimum size 0.375 / 30 px

HELP US KEEP OUR LAWYERS HAPPY

Large scale use

Small scale use

Demand Media brand@demandmedia.com

PICK A COLOR ANY COLOR

Color logo on white backgrounds

Always us a gray logotype

White logo on color backgrounds

Demand Media brand@demandmedia.com

75% Black logo on white background

White logo on 75% black background

Black logo on white background

White logo on black background

White symbol, gray logotype

Light-colored, uncluttered imagery

Dark-colored, uncluttered imagery

Do not use a color logo on a photographic image.

Demand Media brand@demandmedia.com

DONT stretch the logo

DONT create a gradient logo

DONT mix colors from the palette

DONT use non-approved colors

DONT outline the logo

DONT add a drop shadow to the logo

DONT add reflections or any other graphic filters to the logo

DONT use the symbol as a holding shape for imagery or graphics

DONT create a pattern with the logo

DONT place the logo on a color without sufficient contrast

DONT use gray or black on a color background

DONT use over a busy image

Demand Media brand@demandmedia.com

Attribution Logo Placement

2 Secondary Placement Left

1 Primary Placement Centre

2 Secondary Placement Right

Demand Media brand@demandmedia.com

Use White logo

Use Gray logo

Demand Media brand@demandmedia.com

Available in all logo colors

1 color reversed logo Folder location: Print_1 color Filename: DM_Primary_1col_Rev.eps

Registered logo (Reg)

Registered logo (Reg) small scale use

File naming key

Large scale use