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    Lyris CorporateIdentity Branding Guidelines

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    Contents

    LOGO 02COLORS 05FONTS 08TAGLINE 11PRODUCT LOGOS 13GRAPHIC ASSETS 14

    Curved Lines 15 White Space 16 Color Blocks 17 Shading and Textures 18 Moving Forward 19 World Wide Web 20

    CONTACT 21

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    Identity aspirations

    WHAT A NEW IDENTITY CAN DOExpress the kind of organization you areReassure the public that you are who you say you areConnect your organization to images and ideasServe as the thread for equity building over timeProvide consistency over communication channels

    WHAT A NEW IDENTITY CANNOT DOMake people actChange peoples mindsMake new friendsEmbody every message for everybody

    Respond to current events

    Lyris | 0

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    The Company Logo

    The company logo is the most visible and recognizable element of the Lyris corporateidentity. It is improper for anyone to use our company logo in any manner that has notbeen approved. Various applications require different sizes of the logo, and considerationmust be given to all of its elements as it increases or decreases in size.

    GUIDELINES1. You may not alter the logo in any way.2. No part of the logo may be changed or resized relative to the rest of the logo.3. You may not combine the logo with other objects, including but not limited to, other

    logos, icons, words, graphics, photos, slogans, numbers, design features or symbols.4. Never draw a box around the logo.5. The logo should never be displayed in any orientation different from what is

    provided by Lyris.6. Never place the Lyris logo on its side or invert it.7. The text should always read horizontally from left to right.8. If the logo is used on a Web page as part of another Internet or Intranet site, it can

    only link to the www.lyris.com homepage unless otherwise stated.9. The logo should never be rebuilt or recreated by anyone under any circumstances.10. The logo minimum size is 1 inch or 2.56 cm wide.11. Do not use the Lyris logo, symbols or icons on or in connection with products,

    packaging, manuals, promotional/advertising materials or Web sites for any purposeexcept pursuant to a trademark license from Lyris.

    12. If you are using the Lyris logo on a Web page, there must exist a minimum spacing of 25 pixels between each side of the logo and the other graphic or textual elements on

    your Web page. The Lyris logo must appear by itself in a manner that does not in anyway indicate to viewers of the Web page that Lyris endorses the products, services orinformation provided on that Web page.

    Lyris | 02LOGO

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    Lyris | 03LOGO

    StagingStaging refers to the area directly surrounding the Lyris logo. To ensure the visibility andintegrity of the Lyris logo, the staging area must be clear of other elements such as type,images or other logos.

    ClearspaceThe clearspace surrounding the entire logo is equal to 1/2 the height of the word Lyrisin the logo.

    PlacementWEB SITEThe Lyris logo should appear in the upper left corner of the Lyris Web site and any otherof cial Lyris site.

    CORPORATE AND PRODUCT MARKETING COLLATERALThe Lyris logo should have prominent placement on all corporate and product materials.The speci c placement of the Lyris logo is at the discretion of the Lyris marketingdepartment.

    Partner Logo TreatmentWEB SITE AND PRINTThe Lyris partner statement should appear directly underneath primary logo.

    Spacing between the two elements should be 1/2 X height of the partner statement.

    CLEARSPACE

    1/2

    FULL

    a partner of LYRISa partner of LYRISa partner of LYRIS a partner of LYRIS

    Minimum Size

    .75 1

    Preferred Size

    X

    1/2 X

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    Logo Color Applications

    GLOSS LOGOThe gloss logo is used for full color materials or Web applications only and is n ever tobe reproduced under 1 (as shown) due to readbility and clarity. This is its only usage.It may not be altered or used in its reverse.

    SOLID COLOR The logo prints blue on a white or light-colored background and white on a black ordark-colored background. Please note: the logo is shown in a box as an example of areverse. It should never be reproduced in a box.

    BLACK AND WHITEFor laser printing or other black-and-white applications, the logo may be printed100 percent black or 100 percent white. Screens or tints should not be used. Pleasenote: the logo is shown in a box as an example of a reverse. It should never bereproduced in a box.

    Lyris | 04LOGO

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    Color | LOGO

    The consistent and correct use of Lyris colors is essential to creating and maintaininga strong identity. The Lyris identity colors are listed below. Please note that each colorshould match the coated version of the listed Pantone chip. Tints of these colors are notacceptable.

    Lyris | 05COLORS

    PMS 7461CMYK:78, 28, 0, 0RGB:0, 148, 211HEX: 0094D3

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    Color | ACCENTS

    The use of accent colors for call outs, advertisements and collateral is essentialto creating continuity. The Pantone colors are selected from the coated chips.They can also be used as tints.

    Lyris | 06COLORS

    Main

    PMS 549CMYK:52, 6, 0, 25RGB:86, 155, 189HEX: 569BBD

    PMS 583CMYK:23, 0, 100, 17RGB:175, 188, 34HEX: AFBC22

    PMS 637CMYK:55, 0, 9, 0RGB:98, 202, 227HEX: 62CAE3

    PMS 7536CMYK:0, 4, 22, 32RGB:185, 176, 152HEX: B9B098

    PMS 137CMYK:0, 35, 90, 0RGB:251, 176, 52HEX: FBB034

    ListManager OnlyPMS 7416CMYK:0, 71, 79, 0RGB:243, 110, 68HEX: F36E44

    Secondary

    Background or large areas

    PMS 7461CMYK:78, 28, 0, 0RGB:0, 148, 211HEX: 0094D3

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    The best identities advance a brand

    FUNCTIONAL CRITERIABold, memorable and appropriateImmediately recognizableProvides a clear and consistent image of the companyCommunicates the companys personaLegally protectableHas enduring valueWorks well across media and scaleWorks both in black-and-white as well as color

    Lyris| 0

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    Corporate Font | SANS SERIF

    Agenda Light

    ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz

    Agenda Medium

    ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz

    Agenda Bold

    ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz

    Agenda Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz

    Corporate Font | SERIF

    Adobe Garamond Pro

    ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz

    Adobe Garamond Pro Italic

    ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz

    Lyris | 08FONTS

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    Font Usage and Standard Sizes

    Headlines: Agenda Bold - 16pt/18pt

    Your Online Marketing Headquarters

    Subheads: Agenda Medium ALL CAPS - 12pt/15ptEMAIL MARKETING SOLUTIONS

    Alternate subheads: Agenda Light - 12pt/15ptWhat can you do with Lyris HQ?

    Call outs: Agenda Light Italic - 12pt/15ptFor more information on Lyris HQ

    Body copy: Abode Garamond Pro10pt/15pt, Flush leftFor more information on Lyris HQ. Consed dolummy nim quis doloreetum ditaugait ip er ipit velendreet dolesectem amet, conse modiam, core dolorperiuretat, quating ex ex exeraessisi tet, sit ad erit, quat. Dionsed commodolore magnafaci tionsequatio miniamet landrer alit aut nulput luptat, sed euguer acipisi.

    Body copy hightlight: Abode Garamond Pro Italic 10pt/15ptFor more information

    Web HTML standard text: ArialFor more information on Lyris HQ. Consed dolummy nim quis doloreetum dit augait ip

    er ipit velendreet dolesectem amet, conse modiam, core dolorperiure tat, quating ex ex

    exeraessisi tet, sit ad erit, quat. Dionsed commodolore magna faci tionsequatio minia-

    met landrer alit aut nulput luptat, sed euguer acipisi.

    Lyris | 09FONTS

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    Essential tagline characteristics

    ShortDifferentiates a company from its competitorsUniqueCaptures the brand essence and positioningEasy to say and rememberNo negative connotationsDisplayed in a small fontCan be protected and trademarkedEvokes an emotional responseDif cult to create

    Lyris| 1

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    Tagline

    Main tagline for use with Lyris HQ logo:

    Nested tagline:

    Lyris | 1

    Simplify. Unify. ROI.

    TAGLINE

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    Value as a symbol

    As a symbol of the corporate culture, an identity engenderspride. As a symbol of the future, an identity engenders trust.It extends customer loyalty through familiarity and can buildsynergies across business lines.

    Lyris| 1

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    Product Logos

    The Lyris product logotypes provide brand consistency through the utilization of thesame typeface and color palette used in the company logo.

    Lyris | 1LOGOS

    Primary Product Logos

    Lyris HQ Components

    Typeset Product Names

    LyrisLyris HQLyris HQ Agency EditionLyris ListManagerEmailLabsClickTracksHot BananaEmailAdvisor

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    Expressing the Lyris Brand Through our Graphic Assets

    Curved LinesWhite SpaceColor BlocksShading and TexturesWorld Wide WebMoving Forward

    Lyris| 1

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    Expressing the Lyris Brand Through our Graphic Assets

    Curved LinesCurved lines always cross on the right side. Any of the corporate colors canbe used within the lines. The proportions of the curve/arc should never be changed.Lines can be ipped on the vertical to point up or down.

    To avoid overuse, only one group of curved lines should be prominent on any single page of design.

    Lyris | 1Curved Lines

    Sample 1

    Sample 2 Sample 3

    Sample 4

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    Expressing the Lyris Brand Through our Graphic Assets

    White SpaceWhite space is the empty spaces within a design. White space is used to separate

    design elements and group similar ones together.White space is not always white. In other words, it is the empty parts of the page.But if the page has a different background color, it will be the color of the white space.

    White or percentage of white is used in the upper right top portion in most cases.For best contrast with the blue Lyris logo, always use white in the upper right corner.If the logo is being used in the lower portion of a graphic, use a percentage of whiteno more then 10 percent in this area.

    Lyris | 1White Space

    ARE YOU TURNING YOUR CUSTOMERS INTO CASTAWAYS?Its time you got help.

    www.Lyris.com

    I n t e r n e t R

    e t a i l e r

    C o n f e

    r e n c e &

    E x h i b i t

    i o n

    J u n e 9 - 1 1, 2

    0 0 8 C h i

    c a g o

    : :

    Sample 1 Sample 2

    Sample 3

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    Expressing the Lyris Brand Through our Graphic Assets

    Color BlocksThe use of color blocks helps the text stand out from the background image

    or texture. Color blocks also help focus and guide the readers eye to key messages.Using the brand colors in blocks correctly is important. But its also important to use them creatively. Color offers another opportunity to amplify your design:

    you can boost the colors or mute them, depending on your audience and themessage youre trying to convey.

    Lyris | 1Color Blocks

    Worlds most popularemail software for 15 years

    Secure, on-site software Comprehensive web analytics Powerful email

    deliverability monitoring MailStream optimization

    Sample 1 Sample 2

    Sample 3

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    Expressing the Lyris Brand Through our Graphic Assets

    Shading and TexturesShading and textures enhance the depth and interest of an image. Used correctly,

    theyre a powerful duo. While shading provides a border to keep the readers eyefrom wandering off the page, it also provides depth to the piece. Textures, patternsor watermarks provide the look or feel of a surface. You can add richness and dimensionto your layouts with these elements.

    Lyris | 1Shading and Textures

    Sample 1

    Sample 2 Sample 3

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    Expressing the Lyris Brand Through our Graphic Assets

    Moving ForwardThese two examples graphically illustrate the evolution of our look and feel over the last

    12 -14 months.

    Lyris | 1Moving Forward

    Past

    Current and Future

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    ContactFor questions and requests, please contact:Paul BoscacciDirector of Creative [email protected]

    Lyris | 2

    Lyris, Inc.6401 Hollis Street

    Suite 125Emeryville CA 94608 USA

    Toll free: 800.768.2929

    www.lyris.com

    rev6_Jan2010