Logo
Guidelines
Updated January 2017
The cropster Logo
Harmonic, Tangible, Personal
The classic Cropster Logo is a symbol type combination. The
used logo font is Advert Regular. The Dutch type designer Just
van Rossum created this sans serif Font in 1991. In combination
with the slightly curved symbol, which represents an abstract
coffee leaf, it appeals harmonic, tangible and personal.
All logos files are named as following:
cropster_logo-type_colorspace(-dpi)_colorway(optional).file
The logos are available in:
• EPS (CMYK)
• PDF (CMYK)
• SVG (RGB)
• PNG (RGB, 72dpi, 300dpi)
• JPG (RGB, 72dpi, 300dpi)
Cropster brand guidelines
12
Logo Variants
Minimum Size
1 - Cropster Logo Classic (Symbol + Type)
The Cropster Logo is available in 4 different styles.
The classic Cropster Logo (1) is a Symbol Type combination.
Whenever possible use this Logo, because it is the strongest
presentation of the brand.
The symbol logo (2) just shows the Cropster icon. It is best suitable for application icons, favicons, as well as for presentation
slides.
Screen - 70px
Print - 25 mm
Minimum Size
2 - Symbol Logo
The square logo (3) shows the Cropster leave and beneath the
Cropster type. This logo is especially created for sponsoring or
advertising, when there is only a small square available for the
logo spot. Try to use this logo rarely.
Screen - 16px
Print - 5 mm
Minimum Size
Cropster is always written with a small “c” when it is used with
the Cropster brand font Advert. When it is used in another font,
like Futura in the running text the brand name should be written
with a capitalized first letter “C“.
Screen - 50px
Print - 15 mm
3 - Square Logo
Cropster brand guidelines
13
Logo Color-ways
The colored icon in combination with the negative type (1)
can be used on all grey and green colored backgrounds and
images if the contrast is high enough. Try to always use background images and colors with high enough contrast, because
the logo variant with the green leave always feels warmer. If
an image contrast is too low, try to use a half transparent white
or grey box to use the logo with the green leave.
If the contrast of the colored icon really gets too low, or you
want to place the logo on an Cropster green background use
the negative logo (2) where the icon and the type is white. Try
to use the negative logo on warm background colors only. The
black logo (3) should only be used if you are printing black
and white.
1 - Colored Icon + Negative Type (recommended)
2 - Negative Logo Classic
These rules also apply when you use the other logo versions.
3 - Black & White
Cropster brand guidelines
14
Logo exclusion Zone
We respect the logo by giving it some space.
Nothing- images, words, number - should go inside the logo’s
exclusion zone. The minimum clear space for all logos version,
except the symbol logo, that must surround the logo is equivalent to the height of its small c. It equals about 3/5 of the logos
height. For the square logo it is about 1/6 of the logos height.
1 - Logo Symbol + Type, exclusion Zone
The minimum clear space at the symbol logo (1) that must
surround the logo is equivalent to the height of its small green
leave. It equals about 3/8 of the icons height.
When using our logo in online products it may not be possible
to maintain the full exclusion zone - but please give the logo as
much space as possible so it can have maximum impact. This
rule applies to all logo variants.
These rules also apply when you use the other logo versions.
Cropster brand guidelines
2 - Logo Symbol, exclusion Zone
15
Logo Dont’s
Do not stretch or squeeze the logo
X
Do not rotate the logo
X
Do not place any effects on the logo
X
Do not change the type symbol ratio
X
partner
Do not change the logo color
Cropster brand guidelines
X
Do not attach text of any kind to the symbol
X
16
Product Logo Variants
ROAST
1 - Cropster Product Logo Classic (Symbol + Brand Type + Product Type)
The Cropster Logo is available in 5 different styles.
The classic Cropster product logo (1) consists of the classic
Cropster logo plus the product type in capitalized letters set in
Futura PT Book.
There is a short version of the logo, if there is not enough space
to use the full classic logo, use the short logo (2).
Furthermore there is a square product logo (3), which is especially useful for mobile applications (icons).
ROAST
2 - Cropster Product Short Logo
ROAST
3 - Cropster Product square
You can combine different products on marketing material, by
adding more product names to the product type (4).
ROAST I LAB I ORIGIN
4 - Combine different products
Cropster brand guidelines
18
Product Logo Restrictions
Minimum Size (1)
Minimum Size (2)
ROAST
Screen (height) - 17px
Print (height) - 4,4 mm
The product logo restrictions are the same as the Cropster logo
restrictions. They have the same exclusion zone, color-ways
and don’ts.
Please consider the minimum sizes of the product logo on the
right side.
In a bodycopy a product should be written like this: Cropster
Cup, Cropster Roast, Cropster Lab, ...
ROAST
Screen (height) - 40px
Print (height) - 11 mm
Minimum Size (3)
ROAST
Screen (height) - 15px
Print (height) - 3,5 mm
There will be no product icons.
For the future some products need special app icons, to distinguish them in the app store. The app icon should show the
purpose of the app (e.g. for the cup app a cupping related
scenario) in combination with the Cropster symbol.
Cropster brand guidelines
Minimum Size (4)
ROAST I LAB I ORIGIN
Screen (height) - 20px
Print (height) - 5 mm
19
Brand Colors
The logo colors are different than the brand colors, because
they are less accessible and stressful for the eye, when you
have to read text in this color. The logo colors are perfect as
eye-catcher.
Logo Green
C55 M0 Y100 K0
R130 G193 B74
HEX #82c14a
PANTONE 376 C
Logo Dark Green
C90 M5 Y100 K0
R0 G164 B77
HEX #00a44d
PANTONE 355 C
Cropster Green
C68 M13 Y100 K1
R95 G165 B68
HEX #5fa544
Cropster Dark Green
C88 M25 Y100 K11
R3 G129 B62
HEX #03813e
Cropster Green and Cropster Dark Green (both derived
of the logo colors) are the two main brand colors. Green is the
perfect color for the Cropster brand, because it is associated
with growth, harmony, freshness and safety.
Furthermore there is Cropster Dark Gray for filled areas. Black
shouldn’t be used for filled areas, because it appeals hard,
cold and unapproachable.
There should be enough whitespace in every product, so that
everything can breathe. Black is only used for the Cropster
type.
Cropster Dark Gray
C80 M70 Y55 K55
R40 G47 B57
HEX #282e39
The color balance shows how much of each color should be
used in an Cropster communication arrangement. For advertisements white could be replaced with a photograph.
The product and application colors should always fit to the
Cropster Green.
Color Balance
Use RGB and HEX colors for on screen use. CMYK and
PANTONE colors are for print usage.
Cropster brand guidelines
21
Please contact the coporate communications team for further
information or to obtain logos and templates.
Cropster GmbH
Adamgasse 11 | 6020 Innsbruck | Austria
Design: [email protected]
Communication: [email protected]