Identity Guidelines
Applying the National main
street center Logo
May 2013
Contents and Overview
Logo Files
1
Size and Color
2
Clear Space and Placement
3
Don’ts4
File Types and Usage
5
FAQs6
The National Main Street Center logo identifies
you as an important part of the National Main Street
Center and the National Trust for Historic Preservation.
Because this logo is often the public’s only connection
to the National Main Street Center brand, it is imperative
that it be presented clearly and consistently, and
reproduced in high quality. The following pages outline
rules to achieve this goal.
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Logo Files
1
The logo for the National Main Street Center is comprised of
two parts—the icon and the name. Never separate the two.
You will find logos organized by file-use in three separate
folders:
Microsoft Office: Use these files in all Microsoft applications.
The extension PNG provides transparency. The reverse version
To retain graphic integrity and achieve consistency, the
logo spacing, relative proportion and style cannot be
manipulated in any way. Always use a digital original
file. Do not attempt to recreate the logo by redrawing,
scanning, tracing or removing it from other electronic
media (i.e. website, presentation files or graphic files).
will print white when placed over an image or color.
Offset Printing/Vector: Use these files for high quality
production for print. This type of file uses the extension EPS
and prints at high resolution in a vector format. It can be
scaled without losing any clarity. Most vendors and designers
will use these files.
Interactive: Use these files for electronic preview such as on
a website or in E-news. These files should not be enlarged or
printed. They are saved as RGB files (red, green and blue) for
screen preview.
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identity guidelines
Size and Color
logo size
minimum size: 1.75" or 126 pixels wide
2
The minimum size of the National Main Street Center logo is
1.75" wide for most standard-page size applications and 126
pixels wide for digital view. No matter what size, please be sure
the logo is clear and legible both on and off line.
logo color
Preferred and primary color
version—uses light blue and
dark blue
Four color version: cmyk
File name: MainStreetCenter_LOGO_4C.eps
Two color version: PMS 301 + 2905
File name: MainStreetCenter_LOGO_2C.eps
Created as a four color file and two
color using two PMS spot colors
(PMS) 301 (dark blue) and PMS
2905 (light blue). Use on a white or
light colored background only.
The colors of the logo are two variations on blue—sky blue and
dark blue (see color breakouts below). On a white background
they offer a vibrant and strong mark. This is the preferred and
primary color combination of the logo. Other color versions
using all blue, all black or reverse (white) have been provided
for flexibility across all channels.
One color—all dark blue
Created using Pantone (PMS) 301
on coated paper. Use on a white or
light-colored background only.
All blue version: PMS 301
File name: MainStreetCenter_LOGO_1C.eps
If the logo is placed over photographic imagery or graphics,
the contrast level and integrity of the logo must not be
compromised.
For use on uncoated paper, use file
name MainStreetCenter_LOGO_1CU.
eps. Uses Pantone (PMS) 3005
one color—all black
Use on a white or light-colored
background only.
logo color breakouts
Coated paper stocks
Uncoated paper stocks
All black version
File name: MainStreetCenter_LOGO_
Black.eps
one color—Reverse (all white)
Use on a dark colored or textured
background.
PMS 301 C
PMS 2905 C
PMS 3005 U
PMS 2905 U
CMYK: 100/30/0/30
RGB: 0/104/159
HEX: 00689f
CMYK: 45/0/0/0
RGB: 125/210/247
HEX: 7dd2f7
CMYK: 100/30/0/30
RGB: 0/104/159
HEX: 00689f
CMYK: 45/0/0/0
RGB: 125/210/247
HEX: 7dd2f7
All white version
File name: MainStreetCenter_LOGO_
Reverse.eps
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identity guidelines
Clear Space and Placement
X
X
3
The logo requires a minimum area of space that isolates it
from all other elements including the edge of a printed page
or electronic space. The logo should never seem confined or
X
restricted. The space around the logo will help draw the eye to
it for visual impact. Ensure that copy, photography, illustration,
X
Clear space requirements
Use the space between the icon and the type to set
the space around the logo that should be kept clear of
text, images, logos, etc.
The clear space area can always be bigger than the “x”
space, but never smaller. The Main Street Center logo
should always be surrounded by at least one “x” space.
X
design elements, or the edge of a printed page or digital page
remain outside the gray area shown at left.
This diagram illustrates the minimum amount of space
the logo requires. To ensure consistency, space is calculated in
“X” spaces (a square equal in width to the space between the
icon and type).
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identity guidelines
Don’ts4
This page provides examples of inappropriate and/or
unacceptable logo use.
1.DON’T stretch the logo.
2. DON’T distort the logo.
1.
2.
3. DON’T omit portions of the logo.
4.DON’T resize parts of the logo.
5.DON’T rotate the logo.
6.DON’T use drop shadows on the logo.
7. DON’T use a color behind the icon of the logo.
8. DON’T crowd or box the logo.
3.
4.
9.DON’T use a color that is not provided.
10. DON’T reconfigure the logo.
5.
6.
7.
8.
9.
10.
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identity guidelines
File Types and Usage
EPS files: Encapsulated Post Script also
referred to as “vector files.” Use this format
when sending your document to a commercial
printer or importing into a page layout
application such as InDesign. The logo may
look fuzzy in preview but will print at a highquality resolution when sent to a commercial
printer or printed to a postscript office printer.
This type of file is called a vector art file and
can be scaled without losing any clarity. Use
this file type for signs, banners, or anything that
requires the logo to be used in a large size or
formally printed.
Sample: MainStreetCenter_LOGO_4C.eps
5
JPEG files: Joint Photographic Experts Group.
Use this format for electronic preview such
as online or in a PowerPoint file. This is a
compression format that reduces file size.
Do not enlarge this file for best quality of
resolution.
PMS vs. CMYK vs. RGB vs. Reverse:
PMS refers to Pantone Matching System and
is used for spot color applications—those jobs
that will formally print in one or two colors
only. Only EPS file formats can print using PMS
colors.
Sample: MainStreetCenter_LOGO_Black.jpg
Sample: MainStreetCenter_LOGO_2C.eps
Note: JPEG files suffer loss of pixels each
time they are opened (decompressed and then
compressed). Avoid opening these types of files
to avoid degradation.
CMYK refers to Cyan, Magenta, Yellow, Black.
These are colors used in commercial, fourcolor process printing.
PNG files: Portable Networks Graphic. Use this
format for all Microsoft applications. These logos
are saved with a transparent background.
Do not enlarge this file for best quality of
resolution.
Sample: MainStreetCenter_LOGO_Reverse.png
Sample: MainStreetCenter_LOGO_4C.eps
RGB refers to Red, Green, Blue. These are
colors used in screen view on monitors. Files
saved using RGB colors should only be used in
an electronic environment—never use for print
materials.
Sample: MainStreetCenter_LOGO_RGB.jpg
Reverse refers to objects that appear white
or the color of the paper on a dark-colored
background.
Sample: MainStreetCenter_LOGO_Reverse.eps
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identity guidelines
FAQs6
Working with logo files
How do I use the logos?
You should place, import, or insert the logo
into the program in which you are creating a
document. Do not double click or otherwise
try to open logos.
With so many different file types, how do I
know which one to use?
There are many file types included, but this
is to ensure that you have the proper file for
various applications and production uses. The
file type to select will depend on how you
are producing the end product (e.g., offset
printing, color copying, online, signage, etc...)
and what program you are using to create
the final piece (e.g., MS Word, PowerPoint,
InDesign, etc...) For more information on
appropriate file types, see page 5.
How do I change the size of the logo?
Select one of the corner handles on the
graphic while holding your shift key (to
maintain proportions) and drag it to a smaller
or larger image. You must use a corner handle
for proportions to be maintained.
How do I use the logo file in Microsoft
applications?
1) Open a document. 2) Choose Insert >
Picture > From File. 3) Locate and select the
version of the logo you require 4) Click on
“Insert.”
Technical issues
Using the logo files on materials
Why don’t the logo colors on my screen
match the colors of this guide?
I’m making a banner that uses a purple color.
Can I print the logo in that color?
How colors appear on your screen will be
different than the way they look on someone
else’s computer in the same office. They
will look different than your stationery and
different on the website. Colors on screen are
made up of red, green and blue; colors that
are printed can be made of cyan, magenta,
yellow and black inks or they may be printed
using the Pantone Color Matching System.
You will never be able to match one single
color across all three color systems. Therefore,
it’s important not to adjust anything on your
monitor or within the logo files; use ONLY the
color specifications that are outlined. Careful
consideration has been made to match the
colors across all systems.
No. The logo can only be reproduced in the
color configurations shown on page 2. The
accepted color configurations are: blues, black,
or reversed to white.
Can I use the white version of the logo and
put it on a photographic background?
Yes. The logo may appear on a solid, patterned
or photographic background as long as
the contrast is such that the logo is clearly
legible. If the background is light in color, use
the blues or black version of the logo; if the
background is a dark color or dark image, use
the white version.
How do I know if a logo file is high resolution
or low resolution?
The following general guidelines apply:
• High-resolution files are saved in EPS
(vector) formats. These files should be used
whenever possible.
• Low-resolution files are saved in the
JPG, GIF, and PNG file format. These files
are appropriate for all online or screen
applications, such as websites and Microsoft
applications.
I know I shouldn’t enlarge low-resolution
logo files, but can I enlarge high-resolution
logo files?
No file format may be enlarged except the
EPS file format. This is the only file format that
does not lose clarity as it enlarges.
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identity guidelines