style guide - Fishbowl Inventory

CORPORATE LOGO STYLE GUIDE
EFFECTIVE 19 DECEMBER 2011
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his corporate style guide has been prepared by Fishbowl as a guide for employees, referrers, partners, media and others who need to
understand the recommended use of our corporate colors, fonts and logos—all elements the Marketing Department has gone to great effort
to use consistently in our branding efforts. You will see these guidelines used on most of the documents we produce that are seen by the public,
customers as well as internally. For effective branding, these colors, especially orange, must become synonymous with Fishbowl. Please try to
follow these guidelines as you prepare items that may be seen by customers, potential customers, prospects, the media or any outside party.
Consistency in how we present the face of Fishbowl to those we work and deal with is one of the greatest tools we have in branding Fishbowl.
Kirk Tanner
Chief Marketing Officer
Rick Weiss
Director of Marketing & Design
Official Fishbowl Colors
Fishbowl Main Orange
Derivitive* Lite Orange
Derivitive Dark Orange
RGB 244 128 26
CMYK 1 61 100 0
Hex f4801a
PMS Pantone716c
RGB 249 181 119
RGB 183 86 0
CMYK 0 33 61 0
CMYK 20 74 100 0
Hex f9b577
Hex b75600
*These colors are scientifically determined using a color wheel to generate related colors as shown in the table at right.
Fishbowl Main Blue
Derivitive Lite Blue
Derivitive Dark Blue
RGB 0 79 140
CMYK 100 76 18 4
Hex 197bcc
PMS 285 C
RGB 0 114 201
RGB 0 44 79
CMYK 87 54 0 0
CMYK 100 84 40 39
Hex 0072c9
Hex 002c4f
*These colors are scientifically determined using a color wheel to generate related colors as shown in the table at right.
These two main colors constitute the official colors for Fishbowl. The orange and blue are derived from the colors of the official logo. The main colors are
given in four different formats for your reference. The derivitive colors are obtained using a color wheel to generate a table of analogous colors of light and dark
variations. Derivitive colors are used to give color variety with in marketing documents. Please use only these colors when you need a color other than black or white
in your Fishbowl documents, e.g., Word documents, Excel spreadsheets, PowerPoint presentations, etc.
It is acceptable to use percentages of these colors to fill table cells, put behind columns or rows, or for other applications where colors may be needed. Below
are examples of the main colors shown as percentages of the main colors. It is recommended that for percentages above 50% you reverse the type to white and
for percentages below 50% use black type.
100% 90% 80% 70% 60% 50% 40% 30% 20% 10%
100% 90% 80% 70% 60% 50% 40% 30% 20% 10%
As you can see, just using percentages of our three colors would give quite a variety of color options for use in your documents.
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CORPORATE LOGO STYLE GUIDE
EFFECTIVE 19 DECEMBER 2011
Official Fishbowl Fonts
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here are two corporate fonts: the Informa Pro family and Trebuchet. Informa Pro is the typeface used in the typographic element of the logo.
The Informa Pro family is use for all marketing documents. Trebuchet is the font that should be used on a daily basis in our emails, Word documents, Excel
files, on our website and all other common documents. Trebuchet was chosen because it is a font that is commonly found on most PC’s. While Trebuchet is a
common font, it is well designed and the letter forms are very similar to those in the Informa Pro family so that both fonts work together nicely. As a general
guideline, only materials produced by the Marketing Department should use Informa Pro—these two fonts are limited to branding and marketing collateral.
Informa Pro
Light The quick brown fox jumps over the lazy dog
Regular
Bold
Lite Condensed
Condensed
Medium Cond.
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
Informa Pro
Bold Condensed The quick brown fox jumps over the lazy dog
Lite Italic The quick brown fox jumps over the lazy dog
Regular Italic The quick brown fox jumps over the lazy dog
Bold Italic The quick brown fox jumps over the lazy dog
Reg SmCaps The quick brown fox jumps over the lazy dog
Trebuchet
Regular
Bold
Italic
Bold Italic
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the lazy dog
Trebuchet Reversed
An example of how Trebuchet would look as white on orange.
Bold Trebuchet reversed to white on Fishbowl Main orange.
You can see that using our colors as cell background colors
can help brand your document and give it variety.
Logo Structure and Terminology
It will be helpful for you to have an understanding of the common parts that comprise a logo as we describe the official logos of Fishbowl later in this
style guide. What we collectively call a Logo often has two or more separate parts that together comprise the whole Logo. The two parts comprising our logo
are the Mark and the Typographic Element. These are illustrated below.
Mark
Complete
Logo
Typographic
Element
The Mark is the graphic element or visual symbol of the logo. Usually the Mark is the most dominant part of the logo but it may also be incorporated with
the Typographic Element. The Mark is often a different color than the Typographic Element so that it has more visual impact within the whole logo. The
Typographic Element is most commonly the name of the company. The Typographic Element uses a font that visually works with the Mark and often has
been altered by the designer to complement or interact with the shape of the Mark (our Typographic Element has been adjusted in subtle ways on a few of
the letter forms).
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CORPORATE LOGO STYLE GUIDE
EFFECTIVE 19 DECEMBER 2011
Horizontal and Vertical variations—Often a logo will be designed to have both a Horizontal and a Vertical (also called the Stacked) variation. This is
common for marketing purposes. Horizontal versions require less space and can be used in situations where space within a document is limited. Vertical or
stacked versions usually are more symmetrical in overall visual impact and are used when space is not at a premium. There are two official Fishbowl Logos—
A Horizontal version and a Stacked version. Guidelines for minimum logo sizes and minimum white space around the logos will also be outlined later.
The integrity of any corporate identity system and integrated branding efforts is greatly enhanced when the company logos are used properly. These guidelines
are to help you understand how to use our logos so that we have a unified face both internally and, more importantly, externally. Please be aware that these
guidelines are for using our logos in common, everyday applications. You may see high-end marketing, company image or branding pieces where the use of
the logo will be outside of these guidelines—those uses are carefully and purposely determined by the Chief Marketing Officer and the other marketing team
members as we move our branding and growth efforts forward. If you have any questions about use of the company logos, please contact Rick Weiss who is
the keeper of all things logo related.
Horizontal
Stacked
The Vertical Logo is the preferred logo for most uses. In this version, the mark is larger in relation to the typographic elements so that the orange and the mark
are more dominant than the type. This gives emphasis to the mark. In the examples of the Horizontal and Vertical logos on these two pages, the typographic
elements are the same size, but you can see how the orange mark is more prominent in the Vertical version.
The mark is the main element of our identity program and the main visual element we want people to associate with Fishbowl. As we continue to grow and
gain more exposure, there will be a time when the orange mark by itself will be associated with Fishbowl. Think of companies like Nike, Puma, Apple, BMW
and other prominent brands that can be identified now by just their marks or symbols. That common recognition of JUST the mark did not happen immediately.
The early identities of those companies all had typographic elements associated with the marks.
The power of branding is when, through enough exposure and over time, the company can be recognized for just its main graphic symbol. The graphic symbol
also becomes synonymous with the quality of the product, service and the culture of the company. By carefully branding Fishbowl, we aim to achieve association
of our logo with the quality and integrity of our product, service, training, employees and corporate culture.
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CORPORATE LOGO STYLE GUIDE
EFFECTIVE 19 DECEMBER 2011
White Space Requirement for Our Logos
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ne of the goals of our identity program is to maintain the integrity of our logos. Visually, this is accomplished by always having adequate white
space around the logo. By surrounding our logo (either horizontal or stacked) with white space, we are saying that our logo is important and deserves
respect. Below are the recommended requirements for minimum white space around our horizontal and vertical logos.
Horizontal Logo—The minimum white space around this logo is the space equivalent to the height of the lowercase “l” in the typographic element. This
minimum space is illustrated below. That minimum space should go from the top, left and bottom of the mark and to the right of the ® as shown.
Height of the
lowercase l
Red bars = the height
of the lowercase l
Vertical Logo—The minimum white space around this logo is the same as for the horizontal logo—the space equivalent to the height of the lowercase “l” in
the typographic element. This minimum space is illustrated below. That minimum space around the vertical logo without the tagline should go from the top
of the mark and to the left of the “F,” below the “b” and to the right of the ® in the typographic element as shown.
Red bars = the
height of the
lowercase l
Height of the
lowercase l
The white space around the horizontal and vertical logos illustrated above represents the minimum white space around our logos. It is always preferable to have
more than the minimum, if possible. It is important to remember that when the logo is enlarged, the lowercase “l” becomes bigger and so does the required
white space around the logo. In the graphic-design and corporate-identity communities, white space associated with a logo is considered elegant and desirable.
If you have any questions regarding white space or any other aspect of our logo, please contact Rick Weiss, Director of Marketing & Design. To contact Rick,
you can call 801.932.1100 ext 4127 or email to richard.weiss@fishbowlinventory.com.
FISHBOWL IS THE #1 REQUESTED INVENTORY CONTROL AND MANUFACTURING SOLUTION FOR QUICKBOOKS!
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CORPORATE LOGO STYLE GUIDE
EFFECTIVE 19 DECEMBER 2011
Minimum Logo Size
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he minimum size to use for our logos is a function of readability of the typographic element “Fishbowl.” Please do not use either the horizontal
or vertical logo in normal use when the name “Fishbowl” will be smaller than 0.75” as shown in the examples below. It is the integrity of our logo that
we want to maintain. While the name “Fishbowl” may be readable when smaller, at sizes smaller than shown below the impact of the logo is very minimal. If
the need exists to make the logo small, the preference is for the stacked version because the horizontal version has a smaller mark and the graphic element
becomes less recognizable.
Minimum width of typographic
element is .75”
Minimum width of typographic
element is .75”
Using the Fishbowl Logo with Images and Colors
Generally, the logo should not be used on colored backgrounds, on top of an image or combined with an image where the minimum white space requirement
is not met. We realize that certain VAR websites may have colored backgrounds in which case the use of our logo on the background must
be reviewed by Fishbowl and approved. Following are examples of unapproved and approved uses of the Fishbowl logo.
UNAPPROVED USES
The logo should never be used on a black background
or very dark gray background where the
typographic element is hard to read.
The logo should never be used on brightly colored
backgrounds especially if the color clashes
with the colors in the logo. This may create
visual tension with logo elements and makes
the logo hard to read and minimizes the visual
impact.
The logo should never be used on a background
that has a color similar to the orange mark or
gray typographic element. This makes either of
those elements hard to read and minimizes the
logo.
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CORPORATE LOGO STYLE GUIDE
EFFECTIVE 19 DECEMBER 2011
Using the Fishbowl Logo with Images and Colors
UNAPPROVED USES
The logo should never be used directly over an
image. In this example, the colors clash with
the logo and, while the mark stands out, the
typographic element is very hard to read.
While the logo is more readable in this example,
it is still over another image where image
colors minimize the readability of the logo.
While conceptually having something like a
goldfish associated with the logo is generally
a good approach, the image can never touch,
overlap or be behind the image.
The logo should never be slanted or tilted.
While the idea here is good, the logo is tilted
and on a dark image that minimizes the logo
and is also over a complete image, which is not
allowed.
If you have any doubts about the use of the Fishbowl logo and feel your usage may be unapproved, please contact the Marketing Department. They will
review usage and let you know if the use of the logo is approved or unapproved.
APPROVED USES
In this example, the logo appears on a lightly colored background. While the background is a color, it
is light enough that the Fishbowl logo is still easily readable. The color is neutral enough that it does
not clash visually with the logo. This usage was reviewed by the Fishbowl Marketing Team and was approved.
Note also that the minimum white space is also met so that the logo is not crowded or competing
with any elements near it.
In this example, the logo is with an image but
there is the minimum white space around the
logo so that it is readable. The first iteration of
this usage reviewed was not approved because
there was not enough white space around the
logo. After adequate white space was added,
the combination of logo and image was approved.
The use of a very light, neutral color as shown
in this example and the example to the right is
approved.
In this example, the logo appears on top of an
image and is acceptable if the image is not
complex visually (clouds shown here) and if the
image is ghosted back so that mostly a white
background appears through the image. Please
have all such usages like this approved by Fishbowl’s
Marketing Department.
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CORPORATE LOGO STYLE GUIDE
EFFECTIVE 19 DECEMBER 2011
Fishbowl Referrer Program Logo
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he new Fishbowl Referrer Program Logo has been designed to reflect the evolution of the Fishbowl Referrer Program. Detailed information on the
proper use of these logos is given below. You can download the Fishbowl Referrer Program Logo from the VAR Marketing Resources page on our website.
Please use the png versions of the logo when the logo appears on your website—png versions have transparent backgrounds which look good over colored
backgrounds. Please follow the same guidelines outlined for the Fishbowl Corporate Logo for using this logo with colors or images.
OFFICIAL
REFERRER
PROGRAM
Fishbowl Referrer
Program Logo
OFFICIAL
One-third the height
of the logo
OFFICIAL
Red bars = onethird
the height
of the logo
REFERRER
PROGRAM
REFERRER
PROGRAM
OFFICIAL
REFERRER
PROGRAM
Minimum width of the VAR logos is 1.125”
Thank You for Complying
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hank you for complying with these guidelines. We want our identity represented properly moving forward, and having readily available guidelines is
one step in achieving that goal. If you have any questions regarding usage of the Fishbowl logo or Referrer logo, please contact Rick Weiss, Director of
Marketing & Design. To contact Rick, you can call 801.932.1100 ext 4127 or email to richard.weiss@fishbowlinventory.com.
580 E Technology Ave • Suite C2500 • Orem, UT 84097
Phone 801.932.1100 • Toll Free 800.774.7085 • www.fishbowlinventory.com
FISHBOWL IS THE #1 REQUESTED INVENTORY CONTROL AND MANUFACTURING SOLUTION FOR QUICKBOOKS!
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