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Apogean Brand GuidelinesA P R I L 2 0 0 9

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2A P O G E A N B R A N D G U I D E L I N E S

I N T R O D U C T I O N

About These Guidelines 3

L O G O S

The Preferred Logo 4The Reverse Logo 5

The Black Logo 6

Wordmarks 7

Clear Space & Minimum Size 8

V I S U A L L A N G U A G E

Color Palettes 9

Gradients 10

Typography 11

The Arc Graphic 12

A P P L I C A T I O N S

Stationery 13

PowerPoint 14

Premiums 15

R E F E R E N C E

File Directory 16

Table of Contents

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3I N T R O D U C T I O N

Building trust and recognition with our audience requires

consistent use of our brand wherever it appears. These

guidelines have been developed to ensure our logo and

visual language are used correctly in all applications.

Always refer to these guidelines when creating marketing

materials, electronic presentations, corporate materials,

or using the Apogean brand identity in any way.

About TheseGuidelines

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4A P O G E A N L O G O S

The Apogean Logo consists of the Horizon and the

Wordmark as exhibited below.

The Preferred Apogean Logo should appear on a white

field whenever possible. In the event a white background

is not available, the Preferred Logo may appear on a field

of color no darker than the equivalent of 25% black.

The Preferred Logo is available to accommodate

reproduction in spot color, 4-color process and RGB

applications. Always be sure to use the appropriate logo

for your application.

See the file directory on page 14 for a list of available logos.

The Preferred Logo

The Preferred Logo

Horizon

Wordmark

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5A P O G E A N L O G O S

The Reverse Logo A modified version of the Logo has been created foroptimal visibility on dark backgrounds.The Apogean Reverse Logo consists of the same elements

as the Preferred Logo. It should appear on an Apogean

Gray field whenever possible. In the event Apogean Gray

is not available, the Reverse Logo may appear on a field

of color no lighter than the equivalent of 75% Black.

The Reverse Logo

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6A P O G E A N L O G O S

The Black Logo

The Black Logo While the Preferred Logo should be used formost applications, alternate logos are available toaccommodate a range of reproduction capabilities.

The Black Logo is available for one color applications

such as newsprint, fax and laser printed communications.

The Black Logo should always appear on a white

field. Never opt for the Black Logo when full color

reproduction is available.

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7A P O G E A N L O G O S

The Black Wordmark

The Wordmark

The Reverse Wordmark

The Wordmark While the Preferred Logo (with Horizon) should beused as often as possible, the Wordmark exists as analternative. Use the Wordmark in applications where

vertical space is at a minumum, or print techniques

prohibit faithful reproduction of the Horizon.

As with the Preferred Logo, the Wordmark is also

available in Reverse and Black versions. Always be sure

to choose the correct Wordmark for your application.

While the Wordmark may be used on its own, the

Horizon, however, may not. Never opt to use the

Wordmark when adequate space exists to present

the Preferred Logo.

All the rules presented in this guideline also apply to

the Wordmark in all its forms.

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8A P O G E A N L O G O S

Clear Space& Minimum Size

C L E A R S P A C E

Sufficient clear space is essential for proper presentation

of the Apogean Logo and Wordmark. This area must

be kept free of any competing text and graphics. The

minimum amount of clear space is equal to the heightof the letter A in APOGEAN as demonstrated below.

M I N I M U M S I Z E

In order to preserve the integrity of the identity, the

Apogean Logo and Wordmark should be reproduced

no smaller than the designated minimum size, three

quarters of an inch in width, as demonstrated below.

3/4inch3/4inch

Clear Space

Minimum Size

Clear Space

Clear Space

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9A P O G E A N V I S U A L L A N G U A G E

Color Palettes Correct and consistent use of color is a key factor inestablishing brand recognition. To this end, two colorpalettes have been designated to represent the

Apogean brand.

The colors presented below should be used for all

Apogean brand communications. They may be applied

at full intensity or as tints for a more subtle feel.

T H E P R I M A R Y P A L E T T E

The primary palette colors are reflective of the Apogean

Logo and should always be applied first and foremost.

T H E S E C O N D A R Y P A L E T T E

The secondary palette colors have been selected to

complement the primary palette colors and should be

applied as an accent. Never allow use of secondary

colors to overpower the use of primary colors.

In lieu of the Apogean colors specified, you may use the PANTONE equivalents listed in the chart on this page. The standards for these colorsmay be found in the current edition of the PANTONE Color Formula Guide. The colors shown throughout this manual have not been evaluatedby Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE is a registered trademark of Pantone, Inc.

APOGEAN DARK GOLD

PANTONE 130

c 0 m 30 y 100 k 0

r 253 g 185 b 19

APOGEAN TEAL

PANTONE 7474

c 98 m 7 y 30 k 30

r 0 g 122 b 135

APOGEAN RED

PANTONE 7524

c 9 m 70 y 59 k 28

r 165 g 89 b 76

APOGEAN GREEN

PANTONE 377

c 51 m 5 y 98 k 23

r 115 g 150 b 0

S E C O N D A R Y P A L E T T E

APOGEAN GOLD

PANTONE 108

c 0 m 10 y 100 k 0

r 254 g 209 b 0

APOGEAN AMBER

PANTONE 1665

c 0 m 76 y 100 k 0

r 221 g 72 b 20

APOGEAN GRAY

PANTONE Warm Gray 8

c 16 m 23 y 23 k 44

r 139 g 120 b 120

P R I M A R Y P A L E T T E

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10

Reflective of our Logo, gradient colors are an integral

element within the Apogean brand language.

The combinations illustrated below are all based on

Apogean Gold and may be applied to any Apogean

brand communication.

A P O G E A N V I S U A L L A N G U A G E

Gradients

100% Apogean Gold100% Apogean Amber

100% Apogean Gold100% Apogean Teal

100% Apogean Gold100% Apogean Green

100% Apogean Dark Gold 100% Apogean Dark Gold100% Apogean Gold

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11A P O G E A N V I S U A L L A N G U A G E

Typography Consistent typography is integral to maintaining theintegrity of the brand. Frutiger and Lucida Grande arethe designated typefaces of Apogean and may be used

in all the variations displayed below.

F R U T I G E R

Frutiger is a contemporary sans-serif typeface which may

be used for titles, headlines, sub-heads, captions and text.

L U C I D A G R A N D E

In the event Frutiger is not available, Lucida Grande may

be used. Lucida is standard cross-platform system font

which should be used only for PowerPoint presentations,

business documents and HTML text where applicable.

Frutiger Light AaBbCcDdEeFfGgHhIiJj

1234567890!@#$%&?

Frutiger Light Italic AaBbCcDdEeFfGgHhIiJj

1234567890!@#$%&?

Frutiger Roman AaBbCcDdEeFfGgHhIiJj

1234567890!@#$%&?

Frutiger Italic AaBbCcDdEeFfGgHhIiJj

1234567890!@#$%&?

Frutiger Bold AaBbCcDdEeFfGgHhIiJj

1234567890!@#$%&?

Frutiger Bold Italic AaBbCcDdEeFfGgHhIiJj

1234567890!@#$%&?

Frutiger Black AaBbCcDdEeFfGgHhIiJj

1234567890!@#$%&?

Frutiger Black Italic AaBbCcDdEeFfGgHhIiJj

1234567890!@#$%&?

Lucida Grande Regular AaBbCcDdEeFfGgHhIiJj

1234567890!@#$%&?

Lucida Grande Bold AaBbCcDdEeFfGgHhIiJj

1234567890!@#$%&?

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12A P O G E A N V I S U A L L A N G U A G E

The Arc Graphic The Arc Graphic provides us with a dynamic designelement that can be used in a variety of ways toextend our visual language.

When rendered in the Apogean brand colors, the

Arc Graphic imparts a feeling of optimism, creativity

and adaptability. Never use non-approved colors in

the Arc Graphic.

A few examples of cropping for the Arc Graphic are

illustrated below.

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13A P O G E A N A P P L I C A T I O N S

Stationery System The design of our stationery system projects the samebrand personality that our products and services presentto our audiences worldwide.

The Apogean stationery system prominently features

the Apogean Logo, accented by typography set in

Frutiger, our approved typeface, in Apogean Gray and

Apogean Amber.

Christina FlintMedia Supervisor600Battery Street San Francisco CA 94111

tel 415.262.3610 fax 415.262.5558 christina.flint@apogean.com

apogean.com

Business Card Front

Business Card Back

600Battery Street San Francisco CA 94111

tel 415.262.3610 fax 415.262.5558 apogean.com

Letterhead

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14A P O G E A N A P P L I C A T I O N S

PowerPointPresentations

Electronic media requires the same care and attention in

application of our brand assets.

Our visual language is used extensively in PowerPoint

presentations to reiterate the Apogean brand

personality. Always use the approved color palettes, the

appropriate logo, and the various tools provided

within this guideline to present our brand consistently.

6

6

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15

Apogean brand premiums also require care and

attention in application of our brand assets.

Note the use of the Wordmark on the lanyard;

an application where space does not allow for

presentation of the full Apogean Logo.

Premiums

A P O G E A N A P P L I C A T I O N S

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16R E F E R E N C E

S P O T C O L O R L O G O S

Coated

APGN_3C_SPOT_C.ai Preferred Logo

APGN_WM_3C_SPOT_C.ai Preferred Wordmark

APGN_2C_SPOT_C_REV.ai Reverse Logo

Uncoated

APGN_3C_SPOT_U.ai Preferred Logo

APGN_WM_3C_SPOT_U.ai Preferred Wordmark

APGN_2C_SPOT_U_REV.ai Reverse Logo

Black

APGN_1C_BLACK.ai Black Logo

APGN_WM_1C_BLACK.ai Black Wordmark

P R O C E S S C O L O R L O G O S

APGN_CMYK.ai Preferred Logo

APGN_WM_CMYK.ai Preferred Wordmark

APGN_CMYK_REV.ai Reverse Logo

APGN_WM_CMYK_REV.ai Reverse Wordmark

R G B L O G O S

APGN_RGB.ai Preferred Logo (Vector)

APGN_WM_RGB.ai Preferred Wordmark (Vector

APGN_RGB_REV.ai Reverse Logo (Vector)

APGN_WM_RGB_REV.ai Reverse Wordmark (Vector)

APGN_RGB.png Preferred Logo (Raster)

APGN_WM_RGB.png Preferred Wordmark (Raster)

APGN_RGB_REV.png Reverse Logo (Raster)

APGN_WM_RGB_REV.png Reverse Wordmark (Raster)

File Directory