BRAND GUIDELINES

INTRODUCTIONYour brand guidelines detail exactly how to format all of your company’s materials for every single person who works with your business.

Refer back to these guidelines whenever you or your team have questions about color, typography, layout, or how to use your logo.

Keep your brand consistent and looking as shiny and new as the day it was born.

2 | Introduction

CONTENTS

3 | Contents

02 Introduction

03 Contents

04 Primary logo

05 Primary logo spacing

06 Alternative logos

07 Logo application

08 Logo misuse

09 Logo mockup

10 Typography

13 Primary colors

14 Secondary colors

PRIMARY LOGO

4 | Primary logo

This is your primary logo. That means you should use this version of your logo as often as possible.

PRIMARY LOGO SPACING

5 | Primary logo spacing

Give your logo plenty of space so it’s easily recognizable to your audience. It is strongly recommended to place the logo on a solid background.

Recommended white space dimensions:- To determine how much whitespace you need around your logo, measure 1/2 on the height of the logo, and use that measurement to determine the whitespace needed on all sides.

1/2x

1/2x

x

ALTERNATIVE LOGOS

6 | Alternative logos

Specific logo variations have been developed in order to ensure the best results for a wide range of scenarios.

LOGO APPLICATION

7 | Logo application

Consistency and visual contrast are critical to maintaining the recognizability of your logo and business.

Don’t use too little contrast or too many colors.

Reference the examples to the right to get a sense of good and bad logo contrast and color.

White logo on non brand color

Black logo on non brand color

White logo on brand color

Black logo on brand color

Grey logo on brand color

Black logo on brand color

Grey logo on brand color

White logo on brand color

*Grey logo not to be used on non brand colors

LOGO MISUSE

8 | Logo misuse

Do not use accent colors for the logo

Do not use multiple colors for the logo

Do not add special effects to the logo

Do not distort or stretch the logo

Do not use outdated logos

9 | Logo mockup

LOGO MOCKUPYou can use your logo on different materials includingonline platforms / shirts / t-shirts / cap / branding stationery andmore. For swag, please see the SWAG Guidelines.

TYPOGRAPHY

10 | Typography

Use your primary typeface for any large type, especially when your brand’s message is being conveyed.

Primary typeface examples:- Headlines- Subheadlines- Video titling- Advertisements

Use your secondary typeface for any body copy in long form print or shorter body copy.

Sentence case:Use all capitlized letters when creating titles for presentations, doc-uments, or advertisements. Use sentence case for subheadlines and general body copy with the exception of referring to our brand name, TAIT, please use all capital letters.

TYPOGRAPHY

11 | Typography

This is your primary typeface:OSWALD BOLDABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 ! @ # $ % ^ & * ( ) ? { } ] [ , . / | + _ |OSWALD REGULARABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 ! @ # $ % ^ & * ( ) ? { } ] [ , . / | + _ |Oswald LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 ! @ # $ % ^ & * ( ) ? { } ] [ , . / | + _ |

This is your secondary typeface:Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 ! @ # $ % ^ & * ( ) ? { } ] [ , . / | + _ |

TYPOGRAPHY SCALE

12 | Typography

Your type sizes should use relative scales to stay consistent and clean.

Body Copy - 12 ptSubheadlines - 14 ptMedium Headlines - 22 ptBig Headline - 30 pt

Big headline only used in presentations / advertisements / look books / video

This is a subheadline

THIS IS A MEDIUM HEADLINETHIS IS A BIG HEADLINE30 PT.OSWALD BOLD

22 PT.OSWALD REGULAR14 PT.OSWALD LIGHT12 PT.ARIAL Body copy: Accus, apientinulpa im int lit landia dus,

quibus. Omnihil ignatqui nem quo mo volor aut volut

PRIMARY COLORS

13 | Primary colors

Your color combinations have been selected using color theory to ensure visual harmony.

For type:Use primary colors for headlines, ensuring that our brand typography remains consistent and legible.

For print:Use PMS or CMYK values. PMS are Pantone ink colors, the standard and most reliable color system for print.

CMYK values are a less expensive, but also a less accurate alternative to printing with Pantone colors.

For screens:Use RGB and HEX values. RGB values have more color range, but not all browsers display them accurately.

HEX values have less color range, but older browsers display them more consistently.

HEX CODE: FFFFFFRGB: 255 255 255

CMYK: 0 0 0 0 RAL: RAL 9016PANTONE: N/A

HEX CODE: 000000RGB: 0 0 0

CMYK: 0 0 0 0 RAL: RAL 9005

PANTONE: BLACK 6 C

HEX CODE: 58585ARGB: 88 88 90

CMYK: 63 56 53 28RAL: RAL 7015

PANTONE: 7540 C

PRIMARY COLORS

SECONDARY COLORS

14 | Secondary colors

Your color combinations have been selected using color theory to ensure visual harmony.

For type:Secondary colors can be added for impact, structure or variation. Secondary colors can only be used for subheadlines not titles or headlines.

For print:Use PMS or CMYK values. PMS are Pantone ink colors, the standard and most reliable color system for print.

CMYK values are a less expensive, but also a less accurate alternative to printing with Pantone colors.

For screens:Use RGB and HEX values. RGB values have more color range, but not all browsers display them accurately.

HEX values have less color range, but older browsers display them more consistently.

SECONDARY COLORS

HEX CODE: D2232ARGB: 210 35 42

CMYK: 11 99 96 2RAL: RAL 7015

PANTONE: 1795 C

HEX CODE: 909090RGB: 144 144 144CMYK: 46 38 38 2

RAL: RAL 7042PANTONE: COOL GREY 8 6

*Red Accent Color Not to be used on TAIT Logo