Digital Brand Guideline - Ammex Corporation › ... › 2020 › 04 ›...

Last Update 03/25/20

DigitalBrand Guideline

200 Q1 | Digital Marketing Team

Last Update 03/25/20

DigitalBrand Guideline

200 Q1 | Digital Marketing Team Table of Contents

The AMMEX Logo

Typography

Our Colors

UI Elements

Imagery

........3

........7

......13

.......xx

.......17

HEX Code: #007934

RGB: 4 122 64

CMYK: 97 0 48 52

HEX Code: #03528b

RGB: 3 82 139

CMYK: 98 41 0 45

The LogoWhen people hear the word “logo”, they usually just

think of one version of a logo - known as the primary

logo. The primary logo is what’s used in most

circumstances and is easily recognizable and

the most familiar. Therefore, you can think of the

primary logo as the official stamp of your brand.

This is the primary logo for AMMEX . Being that this

will be the most visible and most used version of the

brand, the design elements described in this guide

are to be adhered to at all times.

This is to ensure consistent branding across all

marketing collateral.

Primary logo

This is our primary logo colourway,

and it should only be used with white,

bright or light background colors or

photography. Never use this logo when

any of the two main colors are lost by

the background element.

Black Logo on Light BackgroundOn single color compositions with light

backgrounds, use the AMMEX logo in

one color black. Always exercise

prioritizing contrast and visibility when

choosing which version of AMMEX logo

to use for designs and compositions.

White Logo on Dark BackgroundUse this logo version on dark

backgrounds and when the main

theme of the composition or photography

is leaning towards dark tones to maintain

high contrast and branding visibility.

White Logo on AMMEX GradientUse the one-color pure white logo

when you have to place the logo

over the official and approved

AMMEX blue gradient. This version

provides the best contrast and

visibility for the brand.

Typography

Exclusion Zone

To determine the amount of space needed around the logo, the size of the letter “A” on the AMMEX logo is used as the guide to define the areas where no other elements from other text or other logos are allowed to cross over. This area is holy ground for the AMMEX logo.

Typography

Minimum Size

Minimum logo size is at

150px wide

125px

125px

125px

125px

125px

125px

125px

125px

Logo Proportions

Y

20° shear angle

X45° cut angle

Y x 2.2

X x 3

In order to protect the main visual cue for our brand which is the logo, and to be able to detect alterations or attempts at copying the logo, please use the illustration on the right as guide to following ratios and proportions of the elements of the AMMEX logo.

Never change these proportions.

Typography

Do not place the logo

on backgrounds with

low contrast and busy

patterns that cause

Do not put an outline

on the logo.

Do not alter the

official AMMEX logo

colors.

Do not modify or

recreate the provided

logo artwork.

Do not squash or

stretch the

proportions of the

AMMEX logo even on

Do not layer any

content on top of the

logo.

Lorem Ipsum Dolor

Do not change

AMMEX logo

orientation or rotation.

Do not use

transitioning or

gradient colors on any

part of the logo.

Do not in any way

alter or skew the

AMMEX logo.

Logo Don'ts

Typography

Typography

AAaa

Arial is our corporate typeface, along with the other

member of the Arial font family, it should be used in

all instances where typography is required. This

classic font is readily and freely available on all OS

and device platforms.

Typography should not be overlooked as a key

element whenever there is a need to create designs

for brand communication.

It is important to adhere to the leading, tracking and

text arrangement specified in this document to help

achieve brand consistency all throughout.

The Font Family

Arial Regular Lorem Ipsum 1234567890abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Bold Lorem Ipsum 1234567890abcdefghijklmnopqrstuvwxyz


Arial Bold Italic Lorem Ipsum 1234567890abcdefghijklmnopqrstuvwxyz


Arial Black Lorem Ipsum 1234567890abcdefghijklmnopqrstuvwxyz


Typography

Header 3 styling can be applied on titles inside the body section of the page. 21pt | 1.75em | 28px 1pxRegular 25.6

font size kerningfont weight leadingH3

Lorem Ipsum Dolor Sit Amet Adipiscing Elit

Proin volutpat consequat tellus, porta convallis massa rutrum id. Proin volutpat consequat tellus, porta conva.

Class aptent taciti

font size @

14.4pt | 1.2em | 19.2px

kerning @ 1px

Web Typography Rules

Header 1 styling will be used for a page's main title. There can be only one H1 per page. 36.8pt | 2.3em | 49.06px 1pxRegular 50




font size @ 36.8pt | 2.3em | 36.8px

leading @ 50pt

kerning @ 1px

Header 2 styling will be mostly every time the H1 has subtext or added description right after it. 14.4pt | 1.2em | 19.2px 1pxRegular 25.6




font size @

14.4pt | 1.2em | 19.2px Leading @ 25.6pt

kerning @ 1px

General text style for body content. Paragraphs and other text contained in the body should default to this style.

12pt | 1em | 16px 1pxRegular 28font size kerningfont weight leadingBody

Sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Integer ligula justo, ornare eu consequat ut, mattis sed nisi. In rutrum ipsum quam. Nunc ut pharetra lorem, sit amet suscipit elit. Suspendisse tempor suscipit eros. Vivamus nec leo quis odio pretium venenatis. Nunc tempor vel lacus at bibendum. Integer posuere consectetur nisl, eget interdum nulla tincidunt at.

Pellentesque habitant morbi tristique senectus et netus et

malesuada fames ac turpis egestas. In eget massa lorem.

Suspendisse potenti. Cras luctus, nisi id tempus dapibus, metus

diam maximus nisl, ac efficitur sapien enim sit amet orci. Fusce

tristique tempus magna eu vestibulum. Aliquam pretium, dolor

consequat aliquet posuere, risus turpis ullamcorper justo, pretium

tincidunt turpis mi vel lectus. Phasellus in eros ac eros porta

aliquet eu at nibh.

Nullam interdum interdum mauris, eget euismod ligula vulputate

quis. Orci varius natoque penatibus et magnis dis parturient

montes, nascetur ridiculus mus. Nunc vulputate dignissim augue

eget condimentum.

font size @ 12pt | 1em | 16px

Leading @ 28px

kerning @ 1px

Typography

Use this styling whenever there is a quote being highlighted or used as a stand alone or title. 14.4pt | 1.2em | 19.2px 1pxRegular 19.2

font size kerningfont weight leadingQuote

- Case Study #3 -

“Our glove sales have tripled since switching to AMMEX, and we expect

substantial growth.”

– Jeff Michaelson (Rainier Welding Supplies – Owner)

font size @

14.4pt | 1.2em | 19.2px Leading @ 19.2px

kerning @ 1px

General text style for body content. Paragraphs and other text contained in the body should default to this style.

12pt | 1em | 16px 1pxRegular 28font size kerningfont weight leadingBody

Sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Integer ligula justo, ornare eu consequat ut, mattis sed nisi. In rutrum ipsum quam. Nunc ut pharetra lorem, sit amet suscipit elit. Suspendisse tempor suscipit eros. Vivamus nec leo quis odio pretium venenatis. Nunc tempor vel lacus at bibendum. Integer posuere consectetur nisl, eget interdum nulla tincidunt at.

Pellentesque habitant morbi tristique senectus et netus et

malesuada fames ac turpis egestas. In eget massa lorem.

Suspendisse potenti. Cras luctus, nisi id tempus dapibus, metus

diam maximus nisl, ac efficitur sapien enim sit amet orci. Fusce

tristique tempus magna eu vestibulum. Aliquam pretium, dolor

consequat aliquet posuere, risus turpis ullamcorper justo, pretium

tincidunt turpis mi vel lectus. Phasellus in eros ac eros porta

aliquet eu at nibh.

Nullam interdum interdum mauris, eget euismod ligula vulputate

quis. Orci varius natoque penatibus et magnis dis parturient

montes, nascetur ridiculus mus. Nunc vulputate dignissim augue

eget condimentum.

font size @ 12pt | 1em | 16px

Leading @ 28px

kerning @ 1px

Typography

Use this styling whenever there is a quote being highlighted or used as a stand alone or title. 14.4pt | 1.2em | 19.2px 1pxRegular 19.2

font size kerningfont weight leadingQuote

- Case Study #3 -

“Our glove sales have tripled since switching to AMMEX, and we expect

substantial growth.”

– Jeff Michaelson (Rainier Welding Supplies – Owner)

font size @

14.4pt | 1.2em | 19.2px Leading @ 19.2px

kerning @ 1px

Items to Watch Out for Typesetting

1

In typography, “rag” refers to the irregular or

uneven vertical margin of a block of type.

Usually it’s the right margin that’s ragged (as in

the flush left/rag right setting), but either or

both margins can be ragged.

When setting type with a ragged margin, pay

attention to the shape that the ragged line

endings make. A good rag goes in and out from

line to line in small increments. A poor rag

creates distracting shapes of white space in the

margin. Don’t rely on the line breaks generated

by your software application; get in the habit of

spotting and correcting poor rags by making

manual line breaks or by editing your copy.

RAGS

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Maecenas elementum pharetra neque, ut blandit libero vulputate ut. In ullamcorper posuere ipsum quis efficitur. Aliquam lobortis dui in erat venenatis eleifend. Nulla faucibus, neque sed tincidunt finibus, nunc odio efficitur sapien, vel malesuada tellus erat dapibus velit. Nullam erat nisl, facilisis nec finibus et, facilisis vitae enim.


Nulla dapibus, ligula at rhoncus tempor, ante urna feugiat dui, condimentum tempus lacus lectus vel mi. Integer mollis iaculis laoreet. Integer feugiat elementum nunc, eget porttitor nisi faucibus vitae. Maecenas vehicula mi et efficitur egestas. Donec vulputate risus arcu, sodales eleifend tellus ultricies a.

Nulla dapibus, ligula at rhoncus tempor, ante urna feugiat dui, condimentum tempus lacus lectus vel mi. Integer mollis iaculis laoreet. Integer feugiat elementum nunc, eget porttitor nisi faucibus vitae. Maecenas vehicula mi et efficitur egestas. Donec vulputate risus arcu, sodales eleifend tellus ultricies a. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Praesent nulla

Having the right amount of characters on

each line is key to the readability of your

text. It shouldn’t merely be your design that

dictates the width of your text, it should also

be a matter of legibility.

The optimal line length for your body text is

considered to be 50-60 characters per line,

including spaces (“Typographie”, E. Ruder).

Other sources suggest that up to 75

characters is acceptable.

Morbi auctor, elit id consequat vehicula, velit lorem dictum

purus, consectetur venenatis eros neque vitae risus. Donec

ullamcorper, lectus a luctus scelerisque, lectus ligula interdum

augue, vitae elementum risus libero id metus. Aenean aliquet

quam augue, at bibendum ante accumsan consectetur.

Maecenas sit amet auctor metus.

In ut vestibulum eros. Mauris euismod dictum risus, sed lacinia odio tempor

eu. Sed luctus nulla non erat faucibus, sed accumsan libero erat faucibus

sollicitudin.

Donec venenatis magna sit amet egestas finibus. Integer nec quam venenatis, lacinia tellus in,

faucibus dui. Sed a tortor sollicitudin, aliquam libero eu, fermentum ligula. Fusce non sodales

est. Pellentesque habitant morbi tristique senectus et netus et malesuada fames ac aliquam

libero eu, fermentum turpis egestas.

50 characters 60 chars 75 chars

Readability: Optimal Line Length

AAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA1

2

A widow is a very short line – usually one word,

or the end of a hyphenated word – at the end of

a paragraph or column. A widow is considered

poor typography because it leaves too much

white space between paragraphs or at the

bottom of a page. This interrupts the reader’s

Widows


Quisque sagittis feugiat arcu vitae venenatis. Praesent lacinia semper lacus. Vestibulum finibus sem vel ligula pellentesque, et scelerisque diam pharetra. Pellentesque tincidunt dui eu metus aliquet, in eleifend diam elementum. Praesent leo eros, vulputate eu arcu in, semper tincidunt orci. Duis faucibus lacus vitae massa interdum eleifend. Fusce vitae rutrum est. Praesent eleifend lacus.

3

Like a widow, an orphan is a single word, part

of a word or very short line, except it appears

at the beginning of a column or a page. This

results in poor horizontal alignment at the top

of the column or page. The term “orphan” is not

as commonly used as “widow,” but the concept

Orphans


Quisque sagittis feugiat arcu vitae venenatis. Praesent lacinia semper lacus. Vestibulum finibus sem vel ligula pellentesque, et scelerisque diam pharetra. Pellentesque tincidunt dui eu metus aliquet, in eleifend diam elementum. Praesent leo eros, vulputate eu arcu in, semper tincidunt orci. Duis faucibus lacus vitae massa interdum eleifend. Fusce vitae rutrum est. Praesent eleifend lacus.

Typography

Hex

#FF6000

Hex

#004A97

Hex

#636363

Hex

#C8C8C8

Hex

#EDEDED

Hex

#FFFFFF

R 0

G 74

B 151

R 255

G 96

B 0

R 125

G 125

B 125

R 200

G 200

B 200

R 234

G 234

B 234

R 255

G 255

B 255

AMMEX Blue

AMMEX Orange

AMMEX Dark Grey

AMMEX Light Grey

AMMEX Base GreyWhite

Our Colors

Hex

#004A98

Hex

#002E6D

Hex

#005CB9

R 0

G 74

B 151

R 0

G 59

B 113

R 0

G 74

B 151

AMMEX Gradient

40%

Secondary Colors*

P r i m a r y / B a s e B l u e ( # 0 0 4 A 9 8 )

# 0 0 5 C B 9 # 0 0 3 B 7 1 # 0 0 2 E 6 D # 0 1 2 7 4 F

P r i m a r y / B a s e O r a n g e ( # F F 6 0 0 0 )

# E C 8 E 3 1 # F F 5 F 0 0

P r i m a r y / B a s e G r e e n ( # 0 0 6 9 3 7 )

# 0 0 7 9 3 4

L i g h t G r a y ( # E 6 E 7 E 8 )

L i g h t G r a y ( # C 8 C 8 C 8 )

D a r k G r a y ( # 6 3 6 3 6 3 )

# 9 3 9 5 9 8 # 4 3 4 3 4 5

25%

horizontal gradient

* for alternative CMYK and RGB values and usage see next page “Color Themes”

Colors

Color Themes

#004a98 – Dark | Blue | Primary

#��

255 • 255 • 255

0 • 0 • 0 • 0

(print text)

#e6e7e8

230 • 230 • 231

8 • 6 • 6 • 0

(digital text)

#�5f00

255 • 95 • 0

0 • 77 • 100 • 0

(cta - call to action)

#01274f – Dark | Blue | Footer Use Only

#��

255 • 255 • 255

0 • 0 • 0 • 0

(print text)

#e6e7e8

230 • 230 • 231

8 • 6 • 6 • 0

(digital text | primary)

#939598

147 • 149 • 152

45 • 36 • 35 • 1

(digital text)

#�5f00

255 • 95 • 0

0 • 77 • 100 • 0


#939598 – Medium | Secondary modules

#��

255 • 255 • 255

0 • 0 • 0 • 0

(print text)

#e6e7e8

230 • 230 • 231

8 • 6 • 6 • 0


#434335

67 • 67 • 69

68 • 61 • 57 • 43

(digital text | secondary )

#�5f00

255 • 95 • 0

0 • 77 • 100 • 0


#��

255 • 255 • 255

0 • 0 • 0 • 0

(print text)

#939598

147 • 149 • 152

45 • 36 • 35 • 1

(digital text)

#�5f00

255 • 95 • 0

0 • 77 • 100 • 0


#004a98

255 • 95 • 0

0 • 77 • 100 • 0

(digital text | secondary)

#434345

67 • 67 • 69

68 • 61 • 57 • 43


#e6e7e8 – Light | Secondary module 01

#��

255 • 255 • 255

0 • 0 • 0 • 0

(print text)

#939598

147 • 149 • 152

45 • 36 • 35 • 1

(digital text)

#�5f00

255 • 95 • 0

0 • 77 • 100 • 0


#004a98

255 • 95 • 0

0 • 77 • 100 • 0


#434345

67 • 67 • 69

68 • 61 • 57 • 43


#�� – Light | Secondary module 02

Colors

#939598 – Medium | Secondary modules

#��

255 • 255 • 255

0 • 0 • 0 • 0

(print text)

#e6e7e8

230 • 230 • 231

8 • 6 • 6 • 0


#434335

67 • 67 • 69

68 • 61 • 57 • 43

(digital text | secondary )

#�5f00

255 • 95 • 0

0 • 77 • 100 • 0


#��

255 • 255 • 255

0 • 0 • 0 • 0

(print text)

#939598

147 • 149 • 152

45 • 36 • 35 • 1

(digital text)

#�5f00

255 • 95 • 0

0 • 77 • 100 • 0


#004a98

255 • 95 • 0

0 • 77 • 100 • 0


#434345

67 • 67 • 69

68 • 61 • 57 • 43


#e6e7e8 – Light | Secondary module 01

#��

255 • 255 • 255

0 • 0 • 0 • 0

(print text)

#939598

147 • 149 • 152

45 • 36 • 35 • 1

(digital text)

#�5f00

255 • 95 • 0

0 • 77 • 100 • 0


#004a98

255 • 95 • 0

0 • 77 • 100 • 0


#434345

67 • 67 • 69

68 • 61 • 57 • 43


#�� – Light | Secondary module 02

Colors

L A B E L

L A B E L

L A B E L

L A B E L

E R R O R

E R R O R

Selected SelectedSelect

Other Option(s)Highlighted Option

Padding Top and Bottom:

14 px

Padding Left and Right:

35 px

Other Option(s)

Other Option(s)

Other Option(s)

Other Option(s)

Highlighted Option

Highlighted Option

Highlighted Option

Use these elements on dark backgrounds

D I S A B L E DN O R M A LN O R M A L

Highlighted Option

UI Elements

Other Option(s)Highlighted Option

Padding Top and Bottom:

14 px

Padding Left and Right:

35 px

Other Option(s)

Other Option(s)

Other Option(s)

Other Option(s)

Highlighted Option

Highlighted Option

Highlighted Option

Use these elements on dark backgrounds

D I S A B L E DN O R M A LN O R M A L

Highlighted Option

UI Elements

Icon Container:127px X 127px Circle maximum110px X 110px minimum2.5pt stroke circle#004a98

Icon Graphic:75% of inner containerThick stroke – 2.0pt strokeThin stroke – 1.5pt stroke#004a98

87px

127px

75%

Icon Dimensions

UI Elements

When it comes to building a memorable brand, it's all about consistency.

Last Update 03/25/20200 Q1 | Digital Marketing Team

Date post:	28-Jun-2020
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