Table of Contents · Table of Contents 2. Positioning 2.1 Unique Selling Proposition 3. Logo Structure 3.1 The Logo 3.2 Logotype 3.3 The Mark 4. Using the Logo 4.1 Primary Logo Colors

BRAND STANDARDS GUIDE 2016

Table of Contents

2. Positioning

2.1 Unique Selling Proposition

3. Logo Structure

3.1 The Logo

3.2 Logotype

3.3 The Mark

4. Using the Logo

4.1 Primary Logo Colors

4.2 Black and White Variations

4.3 Sizing Up the Logo

4.4 Logo Clearances

5. Using the Mark

5.1 Stand Alone Mark

5.2 The Mark Color

5.3 Mark Color Variations

5.4 The Mark on Wearables

5.5 The Mark on Products

5.6 The Mark in Digital Media

5.7 The Mark in the Step and Repeat

5.8 Improper use of the Step and Repeat

5.9 Sizing Up the Mark

5.10 Mark Clearances

6. What Not to Do

6.1 How Not to Use the Logo

6.2 How Not to Use the Mark

7. Typography

7.1 Typefaces

7.2 Typefaces con.

8. Corporate ID Examples

8.1 Letterhead

8.2 Excel Header & Footer

8.3 Business Card

8.4 Envelope

8.5 Email Signature

8.6 Presentation Templates

8.7 Signs

8.8 Trucks

8.9 Packaging

8.10 Product Labels

9. To Receive Files

9.1 To Receive Files

FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016

Fairway Architectural Railing Solutions engineers the smart, architecturally significant, and safe railing systems that make buildings beautifully sound.

Smart. Architecturally Significant. Safe

Unique Selling Proposition 2.1


The Logo 3.1


The Logotype 3.2


The Mark 3.3


4.1

PANTONE® 641C

Cobalt Blue

CMYK 100 53 21 4 RGB 0 102 161 Hex #0066a1

PANTONE® 431C

Platinum Grey

CMYK 66 52 45 17 RGB 90 103 113 Hex #5a6771

The Logo Colors

Primary Logo Colors

When using the two-color logo, “Fairway” from the logotype and the mark must always be Cobalt Blue (Pantone® 641C); only the position line is Platinum Grey (Pantone® 431C). The hierarchy of color is set in stone. Reordering the hierarchy is prohibited.* When using logo colors make sure spot color is applied to pantones pre printing process.


Black and White Variations 4.2

White Variation

When all white is used, all elements are to be inverted to white.

This form of the logo must be used against background colors light enough to hold sharp contrast.

Black Variation

When all black is used, all elements are to be set to 100% black.

This form of the logo must be used against background colors light enough to hold sharp contrast.


Sizing Up the Logo 4.3

Maximum Logo Size

No maximum size limit. It can be as big as the project requires.

Minimum Logo Size

When scaling the logo down, do not go any lower than 2 inches in width. It is important the mark stays legible.

2 INCHES

NO MAXIMUM SIZE FOR LOGO


Logo Clearance 4.4

The Logo Clearances

“Clearances” refers to the area around the logo that must remain free from graphics or text to ensure the logo is not disrupted. As the diagram shows, ½” is all it takes. .5 INCH


5.1


Stand Alone Mark

Using the Mark Independently

Permission to use the mark independently, granted. It can only be used independently in these four scenarios; when applied as a debossed stamp on product , on wearables, on packaging, the step and repeat, and social media.

It is not acceptable to use the mark independently outside of these scenarios.

5.2


The Mark Color

Primary Mark Color

When using the mark independently, the primary color to use is Cobalt Blue (Pantone® 641C).* When using logo colors make sure spot color is applied topantones pre printing process.

PANTONE® 641C

Cobalt Blue

CMYK 100 53 21 4 RGB 0 102 161 Hex #0066a1

Mark Color Variations 5.3


Black VariationWhen all black is used, all elements are to be set to 100% black.

White Variation When all white is used, all elements are to be inverted to white.

100% Black

100% Black PANTONE® 7547C

Pure White

100% Black

CMYK 0 0 0 100 RGB 0 0 0 Hex #000000

100% Black

CMYK 0 0 0 100 RGB 0 0 0 Hex #000000

Black Hematite

CMYK 84 72 57 70 RGB 21 29 41 Hex #151d29

Pure White

CMYK 0 0 0 0 RGB 255 255 255 Hex #ffffff

Black Hematite A tone on tone combination — used in the step and repeat — comprising of the mark in Pantone® Process Black and background color of Black Hematite (Pantone® 7547).


The Mark on Wearables 5.4

The Mark on Wearables

When used independently on wearables, the full logo lock up is to be used in close proximity. Diagram A for example; if the mark is used independently on the sleeve, then the full logo lock up should be used on the breast.

Though it is acceptable to place logo on most color apparel items, the preferred color to represent the company at major events are cobalt blue, black, heather grey, white and dark grey.

Color Coordination

Below are wearable colors and corresponding logo color combinations.

Cobalt Blue Wearable – 100% Black Mark and 100% Black Logo variations

Black Wearable – White Mark and White Logo variations. Primary One Color Mark and Primary Two-Color Logo

Heather Grey Wearable – 100% Black Mark and 100% Black Logo variations.

White Wearable – 100% Black Mark and 100% Black Logo variations; Primary One Color Mark and Primary Two-Color Logo (Diagram A)

Dark Grey Wearable - 100% Cobalt logo.

DIAGRAM A


Mark on Product 5.5

The Mark as a Stamp on Product

When used as a stamp on product, as shown to the right, debossing the mark is strictly enforced.


Mark in Digital Media 5.6

The Mark in Digital Media

It is approved to use just the mark when developing icons in digital media. This would include social media icons and website vzvz.

When developing any of these icons, use the mark in it’s Cobalt Blue form (Pantone® 641C) with Black Hematite (Pantone® 7547C) as the background.

The mark in its Cobalt Blue form (Pantone® 641C) on white is also acceptable.

LOREM IPSUM DOLOR SIT AMET ADIPSCING

Eleifend magna nec


The Mark in Step and Repeat 5.7

Using the Step and Repeat Properly

This is meant to be a graphic element/ pattern (Diagram A) used to provide depth on printed materials. When used tactfully, like on a page with little to no text (Diagram B), is when it works best.

If the logo is being used on top of the step and repeat (Diagram B) the mark is to be removed from the logo lock up.

DIAGRAM BDIAGRAM A

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec convallis leo eget posuere vestibulum. Sed pharetra gravida neque ut gravida. Etiam sollicitudin, libero et elementum dapibus, nisi lectus porttitor lectus, eget auctor purus arcu nec metus. Sed sit amet nibh vitae augue mattis posuere. Donec malesuada tempor suscipit. Aenean imperdiet vel nisi ut tempus. Quisque eu lorem euismod, blandit ipsum quis, pulvinar est. Curabitur aliquet a est et tincidunt. In sem eros, varius sed interdum eget, tincidunt in neque. In porttitor nisi quis turpis dictum aliquam. Integer rutrum quam in porttitor malesuada. Proin porttitor metus sed magna gravida, in posuere purus euismod. In congue odio a mi dapibus dapibus. Donec facilisis turpis quis erat cursus volutpat.

Nunc turpis nulla, ultricies at tempor eget, venenatis at ipsum. Aenean eleifend arcu at ipsum malesuada semper. Donec luctus gravida risus id viverra. Nunc id consequat neque. Pellen-tesque vel neque justo. Aliquam pellentesque luctus lorem, vitae semper velit porttitor quis. Donec cursus augue et nibh accumsan, aliquet blandit nunc volutpat. In nisi metus, dictum vel dui et, ullamcorper feugiat justo. Sed viverra, metus id volutpat pulvinar, massa enim faucibus magna, ac condimentum mauris nulla et purus. Nullam vehicula neque diam, vel feugiat justo euismod eget. Mauris ac ligula in velit viverra laoreet. Nullam posuere, erat sed ornare pharetra, nibh erat imperdiet dui, at mollis nibh nulla nec metus. Fusce eget aliquet lectus, vel varius quam. Sed vel metus ac mauris pharetra fermentum sed at lectus. Nam non ipsum vitae nisl aliquet pulvinar ac rutrum urna.

Nullam interdum lacus vel elit viverra suscipit. Nulla convallis nec mi vel consequat. Aliquam erat volutpat. Sed iaculis risus sed turpis eleifend, fringilla eleifend lorem iaculis. Etiam tris-tique est eu justo condimentum, non ornare massa ullamcorper. Integer mi magna, tempus eget ipsum ac, vestibulum sagittis augue. Aliquam consequat mi vitae augue posuere, a eleifend ligula feugiat. Curabitur vulputate malesuada ante, ac maximus est maximus quis. Nam nec tellus ultricies dolor ultricies rhoncus. Proin malesuada justo quis massa sagittis, vo-lutpat suscipit dui pharetra. Pellentesque vel consectetur dolor. Donec sit amet blandit odio. Nulla vitae pulvinar est.



Improper Use of Step and Repeat 5.8

Improper Use of the Step and Repeat

Do not use on a page that contains a lot of information, i.e. an abundance of text (Diagram A), an abundance of imagery, or a mixture of the two.

DIAGRAM A

Sizing Up the Mark 5.9

Maximum Size

When increasing the size of the mark, there is no maximum size limit. It can be as big as the project requires.

Minimum Size

When scaling the mark down, do not go any lower than ~.20 inches in width. It is important the mark stays legible.

NO MAXIMUM SIZE FOR MARK

~.20 INCHES


Mark Clearance 5.10


The Mark Clearances

As the diagram shows, when the mark is used independently, ½” inch clearance is required.

Nesting graphics or text below the middle arm of the F is prohibited.

.5 INCH

How Not to Use the Logo 6.1

DO NOT change relationship of mark and logotype

DO NOT reorder color hierarchy in any way


DO NOT box in logo DO NOT box logo in color

DO NOT place logo on an angle

DO NOT apply texture to logo

DO NOT distort logo in any way

DO NOT add drop shadows

DO NOT change color of logo

How Not to Use the Mark 6.2

DO NOT change relationship of mark and logotype


DO NOT contain mark within a shape or rule

DO NOT contain mark within a colored shape or rule

DO NOT apply texture to mark

DO NOT add drop shadowsDO NOT place the mark on an angle

DO NOT distort the mark in any wayDO NOT change color of mark outside of specified colors

Typefaces 7.1

What to Use

Interstate & Avenir Next are solid sans serif fonts, engineered for use in print, digital, and signage. They make for great headline and text fonts. Use Interstate for headlines, and use Avenir Next for text; subheads and body copy.

Both of these fonts have extensive families. In keeping with the straightforward and simple nature of the brand, the four families listed to the right are strictly enforced.

Please note, both of these fonts have loose letter spacing. With discretion, adjust tracking to -20 at the most.

INTERSTATE — LIGHT

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

INTERSTATE — REGULAR


AVENIR NEXT — REGULAR


AVENIR NEXT — ITALIC



Typefaces con. 7.2

What to Use

Interstate & Avenir Next are solid san serif fonts, engineered for use in print, digital, and signage. They make for great headline and text fonts. Use Interstate for headlines, and use Avenir Next for text; subheads and body copy.

Both of these fonts have extensive families. In keeping with the straightforward and simple nature of the brand, the four families listed to the right are strictly enforced.

Please note, both of these fonts have loose letter spacing. With discretion, adjust tracking to -20 at the most.

AVENIR NEXT — MEDIUM


AVENIR — DEMI-BOLD


AVENIR — DEMI-BOLD


AVENIR NEXT — MEDIUM ITALIC



Letterhead 8.1


Letterhead Example

Diagram A shows corporate letterhead in use. Header to include logo. Footer to include Mount Joy address.

Diagram B shows manufacturing letterhead in use. Header to include logo. Footer to include Pennsylvania, Nebraska, and New Jersey facility addresses.

DIAGRAM BDIAGRAM A

P.O. Box 37 Mount Joy, PA 17552

Phone: 1-‐800-‐598-‐5245 fairwayrailing.com

Pennsylvania Nebraska New Jersey P.O. Box 37 1914 South Grant Ave. 2075 E. State St. Ext.

Mount Joy, PA 17552 York, NE 68467 Trenton, NJ 08619 Phone: 1-‐800-‐598-‐5245 Phone: 402-‐362-‐3807 Phone: 609-‐890-‐6600

fairwayrailing.com

Excel Sheet 8.2


Excel Header Example

Header and footer for excel sheets in use. Header to include logo. Footer to include Mount Joy address, phone number and website.

P.O. Box 37, Mount Joy, PA 17552 | P 1-‐800-‐598-‐5245 | fairwayrailing.com

Business Card 8.3


Michelle RidingerMARKETING PROGRAM MANAGER

53 Eby Chiques RdP.O. Box 37

Mount Joy, PA 17552

P 717-928-4703E [email protected]

fairwayrailing.com

FRONT BACK

Business Card Example

Business card in use.

Envelope 8.4


P.O. Box 37

Mount Joy, PA 17552

Envelope Example

Front and back of envelope in use. Front of the envelope houses the logo in the top left. The Mount Joy address is on the back flap, in the middle.

FRONT

BACK

Email Signature 8.5


Hi Kevin,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce sit amet commodo nunc. Phasellus rutrum ultricies mauris sed consectetur. Praesent facilisis quis elit eu elementum. Aliquam suscipit blandit blandit. Nullam in justo nibh. Fusce at ante condimentum, molestie quam et, lacinia velit.

Michelle Ridinger MARKETING PROGRAM MANAGER

Phone: 717-928-4703 Email: [email protected] 53 Eby Chiques RdP.O. Box 37Mount Joy, PA 17552 fairwayrailing.com

This email may contain privileged and confidential information and is solely for the use of the sender's intended recipient(s). If you received this email in error, please notify the sender by reply email and delete all copies and attachments. Thank you.

Email Signature Example

Email signature in use. Comprised of live text and JPG of logo. Live text uses Calibri- a decent alternative to Interstate.

Presentation Template 8.6


Presentation Template

Cover & content page in use. Cover utilizes the step and repeat with the logotype on top.


Eleifend magna nec

Lorem Ipsum Dolor Sit NULLAM LIGULA NISI / 12

COVER PAGE

CONTENT PAGE

Sign 8.7


Sign Example

Fairway Architectural Railing Solutions sign in use. Built with metal channel lettering.

Trucks 8.8


Truck Example

Truck graphics in use. Comprised of the two- color logo lock up on Hematite Black.

Website URL bottom right placement onrear door and side panel.

DOT# in white on cab door.

Packaging 8.9


Packaging Example

Universal box in use. Two-color universal box that uses Cobalt Blue (Pantone® 641) and Black Hematite (Pantone® 7547).

8.10


Product Labels

Product Label Color Matches

Each product line has a colored label that is placed on the universal box to specify product line and product details. Every product line has a corresponding Pantone® color. Below and to the right are the corresponding Pantone® colors.

Using these colors outside of the Product Label scenario is prohibited.

A200 (Pantone® 637)A300 (Pantone® 2925)

CP300 (Pantone® 1495)P300 (Pantone® 2079CS100 (Pantone® 185C)V100 (Pantone® 374)

V200 (Pantone® 7488)V400-V500 (Pantone® 7482C)

PANTONE® 2925C

PANTONE® 185C

PANTONE® 7488C

A300

CMYK 76 25 0 0 RGB 31 155 222

V200

CMYK 56 0 93 0 RGB 112 213 73

PANTONE® 2079C

S100

CMYK 0 93 79 0 RGB 228 0 43

CMYK 5 23 0 36 RGB 156 126 164

P300

PANTONE® 637C

A200

CMYK 61 2 8 0 RGB 58 193 225

PANTONE® 374C

V100

CMYK 26 0 73 0 RGB 195 231 106

PANTONE® 374C

V100

CMYK 26 0 73 0 RGB 195 231 106

PANTONE® 1495C

CP300

CMYK 0 54 95 0 RGB 255 144 22

PANTONE® 7482C

V400 - V500

CMYK 100 0 50 38 RGB 0 157 79

9.1


To Receive Files

To receive high resolution print or low resolution digital assets, please contact Jessica Roth.

Jessica Roth Graphic Designer717-537-6000 [email protected]

FAIRWAY ARCHITECTURAL RAILING SOLUTIONS ©2016

Documents

Table of Contents · Table of Contents 2. Positioning 2.1 Unique Selling Proposition 3. Logo Structure 3.1 The Logo 3.2 Logotype 3.3 The Mark 4. Using the Logo 4.1 Primary Logo Colors