BRANDINGSTYLE GUIDE

2020STYLE GUIDE 2020

About

This document establishes the visual standards for all VSDC’s branding and marketing initiatives. These design guidelines define the look and feel of all visual assets, creating a consistent, and professional appearance. Adherence to these design standards enhances credibility and builds brand visibility. As a living document, this guide will evolve with the brand.

All branding starts with a logo. The logo consists of a unique spirit mark and a name. The spirit mark can be used alone or in combination with the name of the organization and a tagline to clarify its purpose.

The flexibility of the spirit mark allows for a data platform name change in the future, while ensuring the platform retains its affiliation with the spirit mark.

Inspiration

The overall look and feel of the logo is modern and engaging. It represents the technology of the future.

It also symbolizes the eternal exchange between problem owners, problem solvers, and data providers.

The symbol depicts the interchange of knowledge and data among various user groups, and identifies the new platform as a premier source of ideas and solutions.

The Logo

Approach

The symbol for infinity stands for something boundless or without limits. The new VSDC platform, including research and problem solving, has unlimited possibilities and opportunities.

The lines that create the infinity symbol represent the constant flow of data. The different colors symbolize the different usage: land (green), sea (blue), space (purple), commercial (red), and private (yellow).

The lines symbolize anything that is man-made and creative. Creativity is necessary to solve problems or to invent something new.

The calligraphic strokes symbolize a human-scale creative approach, while also depicting something precise, such as the stroke drawn with a calligraphic feather pen. The combination of creativity and precision is essential for problem solving.

The letters VSDC are ExtraBold. This font represents the strength and power of the new platform. In contrast to the extra bold letters, the tagline “THE FUTURE IS HERE” is set in medium size. It feels light, and is also used as the basis or pedestal for VSDC, meaning the impossible is possible and the ability to imagine different perspectives or approaches.

The logo consists of an “open” infinity symbol, creating space for the name and the tagline. The name VSDC and the tagline evolve from the symbol, meaning the new platform has ideas and solutions to offer.

Logo Variations

These are the only permitted variations of the VSDC logo. Specific logo type uses and colors will be discussed here in more detail.

The original VSDC logo consists of the “open” infinity symbol with text (VSDC) and a tagline evolving out of the spirit mark.

The infinity symbol consists of five colored calligraphic brush strokes. The colors symbolize land (green), sea (blue), space (purple), commercial (red), and private (yellow) use.

The logo can also be used in black and white versions. It is also allowed to use the original logo with a white text if needed.

The same guidelines apply to the use of the closed infinity symbol in its function as the spirit mark.

VSDCT H E F U T U R E I S H E R E

Logo Don’ts

Here’s a list of things not to do with the logo and the spirit mark.

Don’t use improper colors. See the specific pages for color guidelines.

Don’t remove logo elements. The open infinity symbol includes the VSDC name and tagline, inclosed into the spirit mark. Only the closed spirit mark stands alone.

Don’t move the text!

Don’t use the VSDC text alone. It must be accompanied by the open spirit mark and tagline at all times.

Don’t distort the elements. Keep all logo proportions correct.

Don’t use drop shadows, gradients or halftone colors.

All VSDC logo variants use flat, solid colors.

Spirit Mark Don’ts

Here’s a list of things not to do with your spirit mark.

Don’t use improper colors. See the specific pages for color guidelines.

Don’t add any elements or text. The closed spirit mark always stands alone.

Don’t distort the spirit mark. Keep all logo proportions correct.

Don’t use drop shadows, gradients or halftone colors.

All spirit mark variants use flat, solid colors.

Color Palette

The basic VSDC logo color palette has five colors, symbolizing different usages.Green (land)Blue (sea)Purple (space)Red (commercial)Yellow (private)

RGB: 254 - 189 - 62CMYK: 0 -28 - 86 - 0Hexadecimal: febd3ePantone 136 C (Solid Coated)

RGB: 158 - 31 - 99CMYK: 35 - 100 - 35 - 10Hexadecimal: 9e1f63Pantone 7648 C (Solid Coated)

RGB: 0 -104 - 56CMYK: 90 - 30 - 95 - 30Hexadecimal: 006838Pantone 349 C (Solid Coated)

RGB: 190 - 30 - 45CMYK: 15 - 100 - 90 - 10Hexadecimal: be1e2dPantone 7621 C (Solid Coated)

RGB: 46 - 49 - 146CMYK: 100 - 100 - 0 - 0Hexadecimal: 2e3192Pantone 7687 C (Solid Coated)

Fonts and Styles

The standard font is Public Sans.The fonts used in the logo are Public Sans ExtraBold and Public Sans Medium.

Public Sans Thin

Lorem Ipsum is simply dummy text the print-ing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.

Public Sans Medium

Lorem Ipsum is simply dummy text the print-ing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s. It has survived not only five centuries, but also the leap into electron-ic typesetting, remaining essentially unchanged.

Public Sans ExtraBold

Lorem Ipsum is simply dummy text the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s. It has survived not only five centuries, but also the leap into electronic typesetting, remaining essentially unchanged.

The original logo has the name “VSDC” in 60 pt and 100 letter kerning.

The original logo has the tagline “THE FUTURE IS HERE” in 9 pt and 600 letter kerning.

VSDCT H E F U T U R E I S H E R E

It is encouraged to use Public Sans Medium as the main font style for any medium, such as PowerPoint Presentations, marketing materials, website, and more.Public Sans Thin and ExtraBold are used to emphasize headlines, sub-headlines, or anything that requires special attention, as in posters, flyers, and more.It is also encouraged to use the colors of the color palette to emphasize text and headlines. Mixing text fonts and styles, and also use of colors, is encouraged to create interesting and engaging effects.

HEADline

Logo Application

The logo is best positioned over a white or black background. Some cases allow placement on top of a neutral color background.

Placing the logo on top of a photo with a neutral backgound is acceptable.

Do not use the logo on top of a busy image background.

Social Media

As we explore the direction that the VSDC platform and project will take us, we will find additional ways to enhance and support the branding. Therefore, as a living document, this guide will evolve with the brand. New branding materials will make it necessary to adapt and to develop these guidelines.

Requirements will evolve and the rules for the use of this document are flexible. The goal is to maintain the consistency and therefore recognition of the brand, but also to encourage creativity and innovation, which is the purpose of our platform.

As there will be additional elements, such as marketing materials, trade show displays, mixed media, and more, these guidelines will be updated and expanded with the brand.

With any questions or concerns contact:Louise SalinasVSDC Community Liaison1-757-638-4459vsdc@vadatahub.org

02/19/2020