Design Standards: identity guidelines

On this page: Usage Policy | Print Palette | Web Palette | Typography | Logo

 

Usage Policy

 

The Design Standards exist to highlight this website's current branding and visual media presentation strategy. In addition to components such as the Flame Sigil emblem, this material is subject to the Copyright Act and may not be used without first obtaining the contractual written consent of the site owner.

 

Print Media Palette

 

  Pantone 1807 (C)

RGB: 181-18-27  CMYK: 0-100-96-28  HEX: B5121B

This is the colour of the upper area (flame) in the Flame Sigil emblem. As concerns text it may be used for page titles, subtitles and (if appropriate) section and table titles.

 

  Process Black

RGB: 0-0-0  CMYK: 0-0-0-100  HEX: 000000

Used for all body copy, lines, diagrams, table data and other figures placed on any light colour of paper. May be used as a tint or in any range of black from 0% to 100%.

 

Web Media Palette

 

  Text Headline

RGB: 75-74-67  CMYK: 63-56-64-42  HEX: 4B4A43

Used for all page titles, section headings and body subheads.

 

  Text Body

RGB: 47-47-43  CMYK: 68-62-66-63  HEX: 2F2F2B

Used for all body copy, excerpts and lists. A bold variant of the body font is used in situations where additional visual weight is needed and use of a title or subhead would not be suitable.

 

  Text Hyperlink

RGB: 130-0-0  CMYK: 28-100-100-37  HEX: 820000

Used for hyperlinks in the content space of this domain, and where possible, used as a link colour on satellite sites (the navigation menu does not follow this style, it uses the body text colour and switches to white on mouse-over).

 

  Page Background

RGB: 105-104-95  CMYK: 57-49-57-22  HEX: 69685F
RGB: 93-93-85  CMYK: 60-52-60-28  HEX: 5D5D55

The page background on this domain and its satellite sites uses a 1x4 pixel repeating image comprised of two shaded regions, giving the appearance of alternating 2-pixel thick horizontal lines. The horizontal lines look may also be used in online publication materials for consistency.

 

  Sidebar Background

RGB: 148-147-135  CMYK: 44-36-45-3  HEX: 949387

Used to differentiate the sidebar areas from the rest of the page by establishing a stronger sense of continuity within the visual hierarchy. Overlaying elements may also be tinted or shaded sufficiently to differentiate them from the background colour.

 

  Content Background

RGB: 218-218-214  CMYK: 13-10-13-0  HEX: DADAD6

This is the colour of the content space in which the majority of text, images and other media appears. For optimal presentation it uses a warm gray, and this may be tinted as required in the design of brochures or other documents.

 

  Footer Background

RGB: 137-136-122  CMYK: 47-39-51-7  HEX: 89887A

This is the colour of the page footer, if any. It may be tinted or shaded during use in documents prepared for online distribution.

 

 

Typography

 

  Primary Display

Cabin is used for all headlines, titles, section heads and subheads. While this typeface is unquestionably sans serif, its moderate x-height, graceful forms, circular counters and gently sloped capitals imbue it with old-fashioned charm. An excellent performer on screen and in print, it is distributed royalty-free under an open licence via the Google Web Fonts project.

 

  Body Copy

Droid Sans is used for all other elements, from footers to lists to body paragraphs and more. With sleek, clear strokes and a higher x-height, it retains legibility especially at small sizes. Just like the other fonts used on this site, it is distributed royalty-free under an open licence via the Google Web Fonts project.

 

Logo

 

Usage

The Flame Sigil emblem is a copyrighted image and written consent is required from the author for display or re-broadcast in any form. Under no circumstances are duplicate or derivative works permitted.

 

Colours

Flame: Pantone 1807 (C)

Ankh and side strokes: process CMYK black 100% (alternately, a warm-toned rich black is also acceptable)

 

Minimum Size

Although the logo is a vector image, the amount of detail in its points and serifs means it must be displayed at a minimum vertical size (or better) to retain legibility. This size is 0.875 in (2.2 cm) based on a print resolution of 300 DPI or a monitor resolution of 72 dpi.

 

On a Dark Background

When the logo is placed on a dark (preferably black) background and colour is desired, the flame retains its Pantone 1807 crimson and uses the coated, uncoated or matte variant as is appropriate to the project. The ankh and side strokes will be coloured a single tint of gray in the range of 20% to 40% process CMYK black (preferably 30%). If printing on previously dyed black or dark stock using white pigment inks, the ankh and side strokes receive a tint of gray that most closely approximates the look of a 30% gray on normal stock.

 

Monochrome Display

On a dark (or black) background where colour is not desired, the entire logo may be printed either in pure white, or in 30% gray.

With a light background and where colour is not desired, the entire logo will be displayed in a 100% shade of process CMYK black.