M O O R EP A I N T S

Usage Guidelines

2056-20Jade Garden

2056-30Surf Blue

2056-40Cool Aqua

730San Clemente Teal

2056-10Tucson Teal

CONTENTS

Introduction

Adhere to Standards

Minimum Size

Structural Grid

Buffer Zone

Typography Specifications

Colour Specifications

Alternative Colours

Lettermark Variations

Background Variations

Letterhead

Envelope

Business Card

Alternative Backs

Alternative Colour Applications

Sign Application

Vehicle Graphics

Annual Report Cover

Magazine Ad

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1

For the redesign of Moore Paints’ visual identity, the sophistication and simplicity of the brand was retained in order to illustrate the higher quality of products carried by Moore Paints. This letter mark uses a combination of a simple letter “m” and a reference to paint chips within the letter form to reference the company’s products.

INTRODUCTION

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FULL COLOUR LOGO

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The logo must be used in the colours provided or in grayscale. Do not stretch, condense or alter the Moore Paints’ logo.

For more information or if you have questions regarding logo usage, contact us at: info@moorepaints.com

ADHERE TO STANDARDS

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MINIMUM SIZE

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The logo can be used with or without the supporting text “Moore Paints”. The smallest size for the logo with text is 1” wide to allow the text to remain legible. The smallest size for the lettermark without supporting text is 0.75”.

1” 0.75”

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STRUCTURAL GRID

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The buffer zone for the space around the logo is a 1.25” border. Copy or other visual elements are not to be placed less then this distance from the logo on any given side.

BUFFER ZONE FOR LOGO

mm

mmM O O R E

P A I N T S

1.25 “

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The typeface used for the Moore Paints’ brand is Avenir in both the medium and book weight. Body copy for print is to be set in Avenir Book in 10 points with 15 point leading - 10/15 pt.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*( )?/”

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed rhoncus eleifend urna tristique vehicula. Phasellus arcu turpis, facilisis sed molestie ac, pretium eget sem. Vivamus accumsan nisl sed metus dignissim at malesuada lacus euismod. Nam eget orci et nunc aliquet blandit ut ac erat.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@#$%^&*( )?/”

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed rhoncus eleifend urna tristique vehicula. Phasellus arcu turpis, facilisis sed molestie ac, pretium eget sem. Vivamus accumsan nisl sed metus dignissim at malesuada lacus euismod. Nam eget orci et nunc aliquet blandit ut ac erat.

TYPOGRAPHY SPECIFICATIONS

AVENIR LT65 Medium

AVENIR LT45 Book

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COLOUR SPECIFICATIONS

The primary colour scheme for the Moore Paints’ brand is shown below. The main signage and graphics for the brand will be set in the teal colour scheme.

R 22

G 83

B 99

C 92

M 56

Y 46

K 26

# 135363

R 24

G 114

B 133

C 86

M 44

Y 38

K 10

# 1F7184

R 67

G 151

B 164

C 73

M 26

Y 33

K 1

# 4496A3

R 112

G 179

B 183

C 56

M 13

Y 28

K 0

# 71B3B7

R 156

G 205

B 207

C 38

M 6

Y 18

K 0

# 9DCCCE

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ALTERNATIVE COLOURS

In order to reflect the company Moore Paints’ and the products they carry, the identity can be shown in five different colour schemes. The primary colour scheme is teal, the following are secondary colour schemes for the brand.

R 32

G 64

B 96

C 94

M 75

Y 39

K 27

# 204060

R 56

G 61

B 76

C 77

M 69

Y 49

K 41

# 383D4C

R 48

G 92

B 127

C 87

M 62

Y 31

K 11

# 305C7F

R 88

G 94

B 114

C 69

M 59

Y 39

K 17

# 585E72

R 65

G 115

B 147

C 79

M 49

Y 27

K 4

# 417393

R 106

G 114

B 137

C 63

M 51

Y 32

K 7

# 6A7289

R 78

G 137

B 170

C 72

M 37

Y 21

K 1

# 4E89AA

R 126

G 140

B 168

C 55

M 40

Y 21

K 0

# 7E8CA8

R 148

G 198

B 215

C 41

M 9

Y 11

K 0

# 94C6D7

R 171

G 181

B 198

C 33

M 23

Y 13

K 0

# ABB5C6

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R 57

G 47

B 73

C 78

M 80

Y 45

K 43

# 392F49

R 117

G 44

B 67

C 40

M 89

Y 54

K 34

# 752C43

R 84

G 70

B 102

C 72

M 75

Y 37

K 22

# 544666

R 138

G 64

B 91

C 40

M 48

Y 46

K 19

# 8A405B

R 117

G 104

B 137

C 60

M 61

Y 27

K 5

# 756889

R 163

G 85

B 116

C 35

M 78

Y 35

K 6

# A35574

R 162

G 151

B 177

C 38

M 39

Y 16

K 0

# A297B1

R 181

G 114

B 145

C 30

M 64

Y 24

K 0

# B57291

R 186

G 176

B 204

C 26

M 28

Y 6

K 0

# BAB0CC

R 205

G 146

B 176

C 18

M 48

Y 11

K 0

# CD92B0

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LETTERMARKVARIATIONS

The following are the different variations for Moore Paints’ main graphic in their identity.

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01. Logo With Primary Colour Scheme

03. Logo With Secondary Colour Scheme

02. Grayscale Logo

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BACKGROUND VARIATIONS

Please note: the logo must be used on a light ground to ensure proper contrast between the logo and the background.

01. Full Colour Logo on Dark Ground 02. Full Colour Logo on Light Ground

04. Black and White Logo on Light Ground03. Black and White Logo on Dark Ground

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2 0 5 6 - 3 0

S u r f B l u e

2 0 6 0 - 1 0

S y m p h o n y B l u e

2 0 5 9 - 3 0

L a g u n a B l u e

7 7 9

F a i r v i e w B l u e

LETTERHEAD The Moore Paints branding elements were carried through to the letterhead with the consistent typography and the reference to paint chips on the back. Please note: the letterhead must use the blue colour scheme provided.

March 1, 2013John DoeFranchise Owner456 Queen St. WToronto, ONB2B 3C3

Dear John Doe

It was very enjoyable to speak with you today about the assistant account executive position at the Smith Agency. The job seems to be an excellent match for my skills and interests. The creative approach to account man-agement that you described confirmed my desire to work with you.

In addition to my enthusiasm, I will bring to the position strong writing skills, assertiveness, and the ability to encourage others to work coopera-tively with the department.

I appreciate the time you took to interview me. I am very interested in working for you and look forward to hearing from you regarding this position.

Sincerely,

John Smith

1 2 3 F A K E S T .

T O R O N T O , O N

A 1 A 2 B 2

T 9 0 5 . 1 2 3 . 4 5 6 7

F 9 0 5 . 1 2 3 . 4 5 6 8

w w w . b e n j a m i n m o o r e . c o m

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J O H N S M I T H

P R E S I D E N T

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8.5”

11”

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The Moore Paints branding elements were carried through to the envelope with the consistent typography. Please note: the envelope must use the cool grey colour scheme provided.

ENVELOPE

9”

4.125”

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M O O R E P A I N T S 1 2 3 F A K E S T . T O R O N T O , O N A 1 A 2 B 2

w w w . b e n j a m i n m o o r e . c o m

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BUSINESS CARD

2 0 5 6 - 3 0

S u r f B l u e

J O H N S M I T H

P R E S I D E N T

M O O R E P A I N T S

1 2 3 F A K E S T .

T O R O N T O , O N

A 1 A 2 B 2

T 9 0 5 . 1 2 3 . 4 5 6 7

F 9 0 5 . 1 2 3 . 4 5 6 8

w w w . b e n j a m i n m o o r e . c o m

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3”

2”

The Moore Paints branding elements were carried through to the business card with the consistent typography and the paint chip reference on the back of the business card design.

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BUSINESS CARD ALTERNATIVE BACKS

The business cards were designed with alternative designs on the back. Each employee of Moore Paints is given a the option of choosing which colour they would like to appear on the back.

2 0 5 6 - 2 0

J a d e G a r d e n

2 0 5 6 - 4 0

C o o l A u q a

7 3 0

S a n C l e m e n t e Te a l

2 0 5 6 - 2 0

J a d e G a r d e n

2 0 5 6 - 4 0

C o o l A q u a

2 0 5 6 - 1 0

Tu c s o n Te a l

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BUSINESS CARD ALTERNATIVE COLOUR APPLICATIONS

J O H N S M I T H

P R E S I D E N T

M O O R E P A I N T S

1 2 3 F A K E S T .

T O R O N T O , O N

A 1 A 2 B 2

T 9 0 5 . 1 2 3 . 4 5 6 7

F 9 0 5 . 1 2 3 . 4 5 6 8

w w w . b e n j a m i n m o o r e . c o m

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J O H N S M I T H

P R E S I D E N T

M O O R E P A I N T S

1 2 3 F A K E S T .

T O R O N T O , O N

A 1 A 2 B 2

T 9 0 5 . 1 2 3 . 4 5 6 7

F 9 0 5 . 1 2 3 . 4 5 6 8

w w w . b e n j a m i n m o o r e . c o m

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J O H N S M I T H

P R E S I D E N T

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1 2 3 F A K E S T .

T O R O N T O , O N

A 1 A 2 B 2

T 9 0 5 . 1 2 3 . 4 5 6 7

F 9 0 5 . 1 2 3 . 4 5 6 8

w w w . b e n j a m i n m o o r e . c o m

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J O H N S M I T H

P R E S I D E N T

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1 2 3 F A K E S T .

T O R O N T O , O N

A 1 A 2 B 2

T 9 0 5 . 1 2 3 . 4 5 6 7

F 9 0 5 . 1 2 3 . 4 5 6 8

w w w . b e n j a m i n m o o r e . c o m

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The business cards were also designed with the intension that they can be used with any given colour scheme provided in the Usage Guidelines of the brand.

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BUSINESS CARD ALTERNATIVE COLOURAPPLICATIONS

2 0 6 8 - 1 0

M a j e s t i c V i o l e t

2 0 7 0 - 4 0

S p r i n g P u r p l e

2 0 7 6 - 1 0

C r u s h e d Ve l v e t

2 0 8 0 - 3 0

C h e r r y W i n e

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SIGN APPLICATION Any store signage will be used in the teal colour palette provided. The main graphic is to be used without the supporting text and the company name is to be placed next to it in larger type.

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VEHICLE GRAPHICS When the graphic is placed on a vehicle, it can be used in any colour scheme provided in the usage guidelines. The image shown below is simply an example to show the vehicle graphic application.

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ANNUAL REPORTCOVER

Below is an example of the visual identity being applied to an annual report for Moore Paints. Please note: the annual report can be designed with any of the colour palettes provided.

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2 0 1 3 A N N U A L R E P O R T

11”

8.5”

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MAGAZINE ADVERTISEMENT

Below is an example of a magazine advertisement for Moore Paints. Please note: advertisements are not limited to the colour palette shown below, it may be designed with any of the colours provided.

2 0 6 0 - 1 0

S y m p h o n y B l u e

2 0 5 9 - 3 0

L a g u n a B l u e

7 7 9

F a i r v i e w B l u e

F I N D Y O U R S H A D E

w w w . m o o r e p a i n t s . c o m

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11”

8.5”