brand guidelines · the wordmark is a customized version of the font aperçu bold by colophon...
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Brand GuidelinesStandards & Usages for Visual Elements
Version 1.1 Last revised 2012–09–24
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Table of Contents
Full Lockup
Primary Mark
Logotype
Colour
Typography
i
ii
iii
iv
v
p1
p3
p5
p7
p8
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Difference between height
of primary mark versus
height of logotype.
Overall padding: minimum
space allowed between
lockup and any other
element(s). Two times width
or height of a.
Horizontal spacing between
perimary mark and
logotype. Three times width
of a.
a = b = c =
Full Lockup
a
b
a
c b
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The primary mark is composed
of four circles arranged in a
grid-based square, three of
which are connected as a
play on the connect-the-dots
idiom. The three connected
circles form an “L” while the
remaining circle appears as a
single dot — hence Learndot. The components are contained
within a larger circle to unify
the mark.
Primary Mark 4
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The wordmark is a customized
version of the font Aperçu bold
by Colophon Foundry. The ball
terminal in the “r” is stenciled
out from the rest of the
letterform as an extension of the
dot metaphor. Because of this
visual cue, the wordmark can
stand on its own or harmoniously
alongside the symbol.
Logotype 6
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Colour
#E1603A
R: 225 G: 96 B: 58
C: 7 M: 77 Y: 85 K: 0
PANTONE 179
#2A3031
R: 42 G: 48 B: 49
C: 74 M: 63 Y: 62 K: 61
PANTONE 7547
#5BBCD5
R: 91 G: 188 B: 213
C: 59 M: 6 Y: 12 K: 0
PANTONE 306
#959A9E
R: 149 G: 154 B: 158
C: 44 M: 34 Y: 33 K: 1
PANTONE 430
#D5D8DB
R: 213 G: 216 B: 219
C: 15 M: 10 Y: 10 K: 0
PANTONE 428
Primary
Secondary
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TypographyAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9
—Heavy boxes perform quick waltzes and jigs. —Jackdaws love my big sphinx of quartz.
—Heavy boxes perform quick waltzes and jigs. —Jackdaws love my big sphinx of quartz.
—Heavy boxes perform quick waltzes and jigs. —Jackdaws love my big sphinx of quartz.
—Heavy boxes perform quick waltzes and jigs. —Jackdaws love my big sphinx of quartz.
Aperçu Regular
Minion Pro Regular
Aperçu Bold
Minion Pro Bold
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Learn. Full stop.You want to teach the world. We’ve got the tools to help them learn. Find out why Learndot is right for your organization.
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Headline: Minion Pro Regular (Title Case)
Body Copy: Aperçu Regular (Title Case)
CTA: Aperçu Bold (Uppercase)
Typography — Continued 9
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Visual Language
It is important that each
element of the brand’s identity
feels cohesive and consistent.
Extensions of the brand — such
as icons and illustrations — that
make up its visual language must
be designed in a specific way.
Geometric forms play a key
role in the visual language and a
essential element is the circle.
As the main visual cue found
in the the primary mark and
logotype, the circle should also
be integrated into the visual
language whenever possible.
Mirroring the primary mark,
thick stroke lines with rounded
edges should be used to outline
shapes. Overall, each visual or
graphic should feel clean, bright
and unified.
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