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logo colour typography identity elements
logo
colour
typography
identity elements
2COGNASENSE BRAND IDENTITY GUIDELINES
LOGO
LOGO VARIETIES
The Cognasense logo consists of mostly typographic elements with a icon cleavery constructedin the “g”. The “g” icon is made up of three circles: orange, purple and green.
The proportion and arrangement of the logo have been specifically determined. The logo should never be typeset, recreated or altered, which could cause inconsistencies that reduce the impact of the brand.
To maintain consistent use and ensure the integrity of the logo, use only approved electronic art files.
PREFERRED LOGO
3COGNASENSE BRAND IDENTITY GUIDELINES
LOGO FORMATS
The Cognasense logo is made in to several different file formats for ease of use. The information below are guidelines, ideally request preferred formats.
For use of the logo in PRINT use CMYK, SPOT, and Black & White formats:
• Cognasense logo master.indd• Cognasense logo cmyk.pdf• Cognasense logo cmyk.jpg• Cognasense logo layercmyk.tif• Cognasense logo bw.pdf• Cognasense logo bw.jpg• Cognasense logo layerbw.tif• Cognasense logo spot.pdf
For use of the logo on SCREEN/WEB use RGB formats of the logo:
• Cognasense logo rgb.pdf• Cognasense logo rgb.jpg• Cognasense logo layerrgb.tif• Cognasense logo small.jpg
For use of the logo on SOCIAL MEDIA ONLY use the ‘logo social’ format:
• Cognasense logo social.jpg
LOGO
PREFERRED LOGO
SOCIAL MEDIA ICON
4COGNASENSE BRAND IDENTITY GUIDELINES
LOGO SPACE
To preserve the Cognasense logo’s integrity, always maintain a minimum clear space around the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may divert attention.
The minimum clear space for the Cognasense logo and the wordmark logo is defined as the height of the “C” in the wordmark. This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.
LOGO
PREFERRED LOGO
5COGNASENSE BRAND IDENTITY GUIDELINES
LOGO APPLICATION SIZES
The Cognasense logo retains it’s visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and it’s impact is diminished.
The minimum size of the logo for PRINT is determined by the width of the Cognasense logo, which should not be reproduced in a size smaller than 40mm in width.
The minimum size for on SCREEN/ WEB versions of the logo is no smaller than 200 pixels in width.
The minimum size of the logo for EMBROIDERY on material (t-shirts, caps, etc..) is 40mm in width. It is recommended for only the Cognasense name (without the tagline). The letter height should be no smaller than 5mm as the quality of text degrades considerably when smaller than this height.
LOGO
PRINT - 40mm wide
WEB - 200 pixels wide
EMBROIDERY - 52mm wide
6COGNASENSE BRAND IDENTITY GUIDELINES
LOGO BACKGROUND
The Cognasense logo should be reproduced in color whenever possible. The logo is to ONLY be produced on a white background as it provides a clean, crisp contrast for the logo’s colors and elements.
If color reproduction is not available or is not a viable option, the logo should be reproduced in greyscale.
LOGO
GREYSCALE ON WHITE
COLOUR ON WHITE
7COGNASENSE BRAND IDENTITY GUIDELINES
LOGO MISUSE
LOGO
Incorrect use of the Cognasense logo compromises its integrity and effectiveness. The examples of logo misuse are not comprehensive; they are only a small sample of possible misuses of the Cognasense logo.
To ensure accurate, consistent reproduction of the Cognasense logo, NEVER alter, add to, or attempt to recreate it. Always use the approved digital artwork, available from Inkfish Design Studio.
DO NOT COMBINE LOGO WITH OTHER TEXT
OTHER TEXT
DO NOT CHANGE THE WORDMARK FONT
DO NOT CHANGE THE WORDMARK COLOUR
DO NOT CHANGE LOGO PROPORTIONSDO NOT CHANGE THE ICON COLOURS
DO NOT STRETCH LOGO OUT OF PROPORTION
8COGNASENSE BRAND IDENTITY GUIDELINES
COLOUR SCHEME
PANTONE CMYK RGB HEX
181 C 23 / 88 / 100 / 16 170 / 60 / 36 #aa3c24
669 C 75 / 84 / 36 / 25 79 / 57 / 96 #4f3960
574 C 68 / 41 / 79 / 28 79 / 102 / 69 #4f6645
Pantone BLACK 0 / 0 / 0 / 100 0 / 0 / 0 #000000
Primary Brand Colourlogo / text / base colour
Secondary Brand Colourslogo / brand elements
Additional Colourtext / base colour
COLOURS
9COGNASENSE BRAND IDENTITY GUIDELINES
GREYSCALE COLOUR SCHEME
PANTONE CMYK RGB HEX
COLOURS
Cool Grey 10 C 0 / 0 / 0 / 76 97 / 98 / 100 #616264
446 C 0 / 0 / 0 / 89 67 / 67 / 69 #434345
Cool Grey 10 C 0 / 0 / 0 / 77 95 / 96 / 98 #5f6062
Pantone BLACK 0 / 0 / 0 / 100 0 / 0 / 0 #000000
Primary Brand Colourlogo / text / base colour
Secondary Brand Colourslogo / brand elements
Additional Colourtext / base colour
10COGNASENSE BRAND IDENTITY GUIDELINES
TYPOGRAPHY
Muli light
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!
Muli regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!
PRIMARY FONT
FONTS
To help provide a consistent, unified look in the Cognasense brand’s use of typography, Muli is the primary font to be used on all communications for Cognasense products and services.
In the case of Word documents or PowerPoint presentations, Arial is the secondary font which may be used ONLY if the Muli font is unavailable.
The Open Sans font is to be used for all web related text, with the Muli font being used for all headings.
11COGNASENSE BRAND IDENTITY GUIDELINES
FONTS
Open Sans light
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!
Open Sans regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!
Open Sans semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!
Open Sans bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!
Arial regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!
Arial bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!
WEB FONT STANDARDISED FONT
TYPOGRAPHY
12COGNASENSE BRAND IDENTITY GUIDELINES
TYPESETTING
MAIN HEADER
LOREM IPSUM DOLOR SIT AMET
SUB HEADER
LOREM IPSUM DOLOR SIT AMET, CONSECTETUER
INTRO HEADER
LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT UT
BODY COPY
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, nonummy nibh euismod.
CAPTION
Lorem ipsum dolor sit amet, consectetuer adipiscing elit tincidunt ut.
MAIN HEADER
LOREM IPSUM DOLOR SIT AMETSUB HEADER
LOREM IPSUM DOLOR SIT AMET, CONSECTETUER
INTRO HEADER
LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT UT
BODY COPY
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy euismod tincid-unt ut.
CAPTION
Lorem ipsum dolor sit amet, consectetuer adipiscing elit euismod tincidunt ut.
PRIMARY FONT WEB FONTS
TYPOGRAPHY
13COGNASENSE BRAND IDENTITY GUIDELINES
IDENTITY ELEMENTS
BUSINESS CARDS
BUSINESS CARD - FRONT
14COGNASENSE BRAND IDENTITY GUIDELINES
LETTERHEAD
IDENTITY ELEMENTS
15COGNASENSE BRAND IDENTITY GUIDELINES
E-MAIL SIGNATURES
IDENTITY ELEMENTS
16COGNASENSE BRAND IDENTITY GUIDELINES
POWERPOINT PRESENTATION TEMPLATE
IDENTITY ELEMENTS
POWERPOINT PRESENTATION - TITLE PAGE POWERPOINT PRESENTATION - SECONDARY PAGE
