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]
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