A3S Media: Branding Guidlines

{ A MANUAL }
HOW TO USE THE A3S MEDIA LOGO

Content
About
Typography
Color Palette
Over Images
Clearspace
Size
Incorrect Uses
Our Mission
Branding
1 – 2
3 – 6
7 – 14
15 –16
17 – 18
19 – 20
21 – 22
23 – 24
25 – 30

01. About
02. About
About
Apt 3 Studios is the leader in specialized Interactive Design,
Development, & Strategy for web and mobile applications
in the Northeast Ohio area. Our clients are from a diverse
range of markets that span the entire US and overseas. Apt
3 Studios balances user-centered design and feedback with
our own unique principals of branding, strategy and social
media marketing. Unlike most web design companies, Apt 3
Studios works side-by-side with our internet marketing and
SEO specialists to create web sites that are both attractive and
user-friendly while being designed specifically as a proactive
marketing tool for any business. We believe that a company’s
website should be its hardest working employee and it is our
top priority to make that the case for you.
We believe that our strategy, simplify. design. function. interact.
- contains all the necessary principles of a solid experience
whether it’s digital or in print.We produce site designs that are
simple to use, while maintaining a uniqueness and exuberance
that cannot be found anywhere else. Our clients certainly agree.

03. Typography 04. Typography
Choosing the right typeface.
As an advertising company that does programming
and graphic design, the A3S Media logo needed to
be something clean, current, and professional. It
needed to embody the company that A3S Media is,
without being misrepresenting. Most importantly the
logo needed to be timeless in all aspects.
Helvetica Neue became the choice for the logo
because it will always stand the test of time. It’s is
a widely accepted typeface all around the world.
Derived from the Helvetica typeface (1957),Helvetica
Neue is also a very clean family with many different
font weights to work with.
Typography

05. Typography
06. Typography
Helvetica Neue Bold
Helvetica Neue Bold was used for the A3S as up close. Its simplicy and overall round
The word-mark was kerned tightly
together to help unify the logo and
become more solid as a whole.
“A3S” and “media” were brought
The arrow head placed on
the end of the lowercase “e”
is to symbolize A3S Media’s
“fresh take” on digital media
The title of the lowercase
“i” was changed
from a rectangular
shape to a circle/dot to
Logo Design
Typeface
Media logo (a combination of both lower
and uppercase). Some of the characters
were altered to cater to the style of the
logo and bring it all together as a unified
mark. Helvetica Neue Bold has a very
nature makes it a great choice for a wordmark.
The characters are very clean-cut,
precise, and straight forward. They also
interact well together and with the given
space around them. Helvetica Neue Regu-
closer together, as well as individual
letters. Certain characters were also
tweaked to line up with one another.
and design. It also resembles
an internet browser’s “refresh”
button, meaning we’ll
help refresh your brand and/
or website.
hint at the “dot” in the
phrase “.com”.
clear readablilty from a distance as well
lar will generally be used as the body copy.
Helvetica Neue Bold
Secondary & Tertiary Headings
Current Logo (Altered Characters)
Print Media
& Digital
Typefaces
Helvetica Neue Regular
Body Copy & Various Sub-Headings
Helvetica Neue Light
Various Sub-Headings
Futura Bold
Various Headings (digital)
Futura Book
Various Headings & Sub-headings (digital)
Helvetica Neue Bold (Zero Alterations)
An unmodified “A3S media” in the
typeface, Helvetica Neue Bold
provided a good starting point or
foundation for the final logo-mark.

07. Typography
08. Typography
Color
Palette
The color palette plays a big role in the
overall feel of a logo. Certain colors provoke
certain conscious and subconscious
emotions to the viewer. Research needed
to be conducted to make sure the A3S
Media fit the company aesthetically and as
a business. The two main colors used in
the A3S Media logo are blue and grey with
some monochromatic pairings. These two
colors are to be used in combination.

09. Palette
10. Palette
#96D6F2
#E9E9E7
RGB
62, 178, 230
CMYK
65, 11, 0, 0
Hex
#3FB2E5
#65C3EB
#B8B8B6
#3FB2E5
#8C8C8B
#1DA0DA
#5E5E5D
#0A90CB
#3C3C3C
RGB
140, 140, 140
CMYK
47, 39, 40, 3
Hex
#8C8C8B
Blue in a logo, represents/con-
Where-as Grey in a logo, rep-
very nicely and compliment
veys trust & professionalism.
resents authority and practi-
each other to become one
Acceptable color combinations for the A3S Media logo include only the colors provided in these
Blue is one of the world’s most
cality. It acts as a nice neutral
unified word-mark. The ac-
two columns (as well as white and black) Any other colors used would be for special circum-
popular colors and is used in
compliment to blue and does
cented blue title over-top the
stances, whether for print or digital media. The logo must still read clearly unless for aesthetic
countless brands, including
not distract or confuse the
“i” in “media” helps to further
graphic design purposes.
some of today’s most famous
viewer. Together the combina-
seamlessly connect the two
social media companies.
tion of blue and grey interact
segments of the word-mark.

11. Palette
12. Palette
Color Combos
Only use the specified colors given on p. 5. These colors should be matched in a combination
On Black
If the logo becomes difficult to read on a dark field, do not use.
according to values, including 1 grey value and one blue value OR 2 grey differing values. Certain
color combinations will look fine on a dark or light field and others won’t. Be sure not to display a
dark logo on a dark field or a light logo on a light field (for readability purposes). Be careful when
using a the logo on a blue field, make sure the mark is completely legible. If it has to be questioned,
it probably is not the correct execution.
#FFFFFF
#FFFFFF
# DCDCDC
#DCDCDC
#96D6F2
#65C3EB
#DCDCDC
#B8B8B6
#B8B8B6
#8C8C8B
#B8B8B6
#8C8C8B
These grey
combos
are usable
on white
as well
#3FB2E5
#8C8C8B
#5E5E5D
#5E5E5D
#1DA0DA
#5E5E5D
#96D6F2
#DCDCDC
#0A90CB
#3C3C3C
#65C3EB
#B8B8B6
Unaccepatble (example)
#3FB2E5
#8C8C8B
#96D6F2
#3C3C3C
#1DA0DA
#5E5E5D
#0A90CB
#DCDCDC
#0A90CB
#3C3C3C

13. Palette 14. Palette
Blue Field
When using the logo on of the specified blue fields,
only use a white logo. Unless specified otherwise for
aesthetic design purposes. Avoid using grey on blue
if possible, it does not have enough contrast and the
Here is a good example of why not to use grey on
blue. The hues of each color start to blend together
and become unreadable. So it is best to not use grey
at all if it can be avoided.
logo begins to clash with the containing field.

15. Over Image
16. Over Image
If using the A3S logo over top of an image or detailed graphic be
sure that the logo is not placed on an image that is too busy or has
too much contrast. It distracts the viewer and the logo becomes
lost in the shuffle of the image. Be sure to use a low contrast image
or position the logo in an area that does not distract from the
readability or prominence.
Example of the
A3S logo getting
lost in the background’s
elements
By lowering the
contrast and make
the image B&W we
regain the logo’s
importance

17. Clearspace
18. Clearspace
Clear
Space
Clearspace is the area surrounding
the logo that must be
kept free of any text, images,
or graphic elements that may
interfere with the readability of
the logo. Leaving ample space
around the logo ensures that
it stands out on all communication
and does not become
crowded in its given space.
The clearspace given for the
A3S Media logo (shown above)
is measured by the height of
the lower-case “m” in the word
“media”. This means that when
using the A3S Media logo (in
print or digitally) there should
always be at least an “m’s”
height of clearspace above and
below. And an “m’s” width on
either side of the logo.

19. SIze 20. Size
Logo Size
The A3S logo is very versatile as far as dimensions go. Since it is a word-mark it can be shrunk
down relatively small and still be readable. In print usage, the logo should never be reproduced
smaller than the minimum size shown below. If the logo gets any smaller than the minimum size,
it risks illegibility. The letters begin to bleed together, especially at low resolution or on certain
types of paper stocks.
27.5 px
At this size, the text is
close to about 14pt
41 px
At this size, the text is
close to about 22pt

21. Incorrect Uses
22. Incorrect Uses
Incorrect Uses
Here are some examples of incorrect usage of the A3S Media
logo. Note that any alteration to the logo is considered incorrect
usage unless specified otherwise. Only use the supplied
digital work’s dimensions and colors.
Do not use unspecified colors unless
for justified design reasons.
Do not add other text effects unless for
justified design reasons. (bevel, etc...)
Do not strech, ditort, twist or shorten the
logo in any mannor.
Do not outline the logo. It must always be
solid color with no outlines.
Do not crowd the logo with design elements
or text.
Do not rotate the logo unless for justified
Do not shift or stack the letters.
design reasons.
Do not substitute any other typefaces
for any portion of the logo.
Do not add drop shadows to the logo.
Do not add outer glows to the logo.

23. Our Mission 24. Our Mission
Our Mission:
Simpliy | Design | Function | Interact
USING THE TAG-LINE
Beyond who we are and what we can build, we are about Building
Relationships and it’s our process that ensures success. A3S
Media is the leader in specialized Interactive Design, Development,
& Strategy for web and mobile applications in the Northeast
Ohio area. Unlike most web design companies, A3S Media
works side-by-side with our internet marketing and SEO specialists
to create web sites that are both attractive and user-friendly
while being designed specifically as a proactive marketing tool
for any business. We produce site designs that are simple to
use, while maintaining a uniqueness and exuberance that cannot
be found anywhere else. Our clients certainly agree.
When using the logo with
the mission statement
attached, still use one
lowercase “m” of clearspace
on all sides.
When using the logo in combination
with the mission statement,
allow top clearspace of the
height of one capital letter from
the appropriately sized text.

25. Branding 26. Branding
Once the logo has been finished, it must acquire a certain, consistent style along all forms of media (print,
digital, web, promotional, etc.) A3S will be paired with large bold text (Helvetica Neue Bold, usually) and
large blue fields with interactive “white-space” and the repetitive rectangular pattern shown here. These
design elements and decisions in turn create a brand identity and over time it will become recognized for
its unique style and color palette.

27. Branding 28. Branding

29. Branding 30. Branding

31. Nothing 32. Nothing
This document was designed by A3S Media