Sample brand guidelines

Promethean brand guidelines.

The guide we deliver with every logo.

When we design a logo, you also get a short guide to using it: every version and where it goes, the space around it, the smallest sizes, the colors and fonts, and the do's and don'ts. Here is the guide for Promethean, an award-winning international live-streaming startup whose logo we designed.

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01 · The logo

The primary logo.

A flame that becomes a play button, for a brand built on live video. The horizontal full-color logo is the main version. Use it wherever there is room.

1The markThe flame with the play button inside. It also works alone as the icon.
2The wordmarkPROMETHEAN in Kubra Bold, redrawn taller for the logo. Always use the logo file; never type the name in its place.
3The taglineIgniting Video Commerce, set in Lato Regular. It stays with the logo at larger sizes and can be left off when space is tight.

02 · Versions

Six versions, one for every place.

Pick the version that fits the space and the background. Horizontal for wide spaces, stacked for square ones, and the icon when space is tiny. Full color on light backgrounds, white on Slate Blue and dark ones.

Horizontal, full colorThe main logo. Website headers, letterhead, email signatures and signs with room to spare.

Horizontal, whiteOn Slate Blue, dark photos and video: sign panels, end cards and dark website sections.

Stacked, full colorSquarer spaces: business cards, flyers, shirts and social posts.

Stacked, whiteSquarer spaces on Slate Blue or dark backgrounds.

Icon, Slate BlueWhere the name already shows or space is tiny: browser tabs, watermarks, stamps.

Icon, whiteApp icons and social profile pictures, on a Slate Blue square or circle.

03 · Clear space and size

Room to breathe.

Keep other text and graphics out of the clear space, and never go below the smallest sizes. Clear space keeps the logo easy to spot; the smallest sizes keep the tagline and play button readable.

xxxx

Clear space = x on every side, where x is the height of the letters in PROMETHEAN. The same rule applies to the stacked logo and the icon.

Horizontal140 px wide on screens1.25 inches in print
Stacked72 px wide on screens0.75 inch in print
Icon16 px tall on screens0.25 inch in print

04 · Color

Two colors and white.

Slate Blue leads, Charcoal Gray supports, and white gives them room. Use these exact values everywhere: HEX and RGB for screens, CMYK for print.

Promethean Slate BluePrimary color

HEX: #485E88
RGB: 72, 94, 136
CMYK: 60, 40, 0, 40

White on Slate Blue6.5:1 · AA

Dark Charcoal GraySecondary color

HEX: #3A3A3A
RGB: 58, 58, 58
CMYK: 69, 62, 61, 52

White on Charcoal11.4:1 · AAA

WhiteBackground

HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0

Charcoal on White11.4:1 · AAA

05 · Typography

Fonts that match the logo.

The wordmark is Kubra Bold; the tagline and everything else is Lato. Lato is free from Google Fonts, so it works on the website, in documents and in print.

Wordmark typeface

Kubra Bold

The PROMETHEAN wordmark is set in Kubra Bold, then redrawn taller for the logo, so the logo files are the only true version. Use them for the name; don't retype it, even in Kubra.

Used for: The wordmark only
Weight: Bold

Brand typeface

Lato LightLato RegularLato Bold

Lato

The tagline is set in Lato Regular. Use Lato for headlines and body text too, on screen and in print.

Used for: Tagline, headlines, body text
Weights: Light, Regular, Bold
Get it: Free from Google Fonts

Igniting video commerce

A headline set in Lato Bold

Headlines in Lato Bold, labels in Lato Regular with wide letter spacing, and body text in Lato Regular.

06 · Usage

Do's and don'ts.

Use the files as they are, on backgrounds where they stand out. Most logo mistakes come from stretching, recoloring or crowding it.

Full color on white or light gray

White on Promethean Slate Blue

White on a dark photo or video

Don't

Don’t stretch or squeeze it

Don’t change its colors

Don’t rotate or tilt it

Don’t add shadows, glows or outlines

Don’t use full color on Slate Blue

Grand opening sale!

Don’t crowd it with other text

07 · In use

The guide, on a business card.

Every rule in this guide, on one small card. The contact side and the back follow the versions, colors and type above, so the card matches the website, the signs and everything else.

Contact side