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Master Style Guide: Appendix B
Appendix B
Corporate logo definition
One of the most important aspects of corporate identity is the
corporate logo. In order for Collective Technologies to maintain our
trademark on the logo, we must be consistent in our use of it.
The company logo is as shown in Figure 15.
Figure 15
Corporate logo
The logo consists of the following parts:
Comets--The six comets in the "C" formation.
collective--The word "collective" in 43-point Helvetica
Nuevo Extended font, all lowercase.
Branding--(Not shown.) A specific phrase--one of advisory
partners, impact, infrastructure, or resources--in all caps in
16-point Helvetica Nuevo Extended font, may be used. The text is
about 37% the size of the word "collective."
Similarly, using the tag line, "managed infrastructure for the real
world," in all lowercase in 16-point Helvetica Nuevo Extended font,
may be used. The superscripted "sm" is required. The text is about
37% the size of the word "collective."
No other branding is currently defined. Refer to the "Changing the branding" section for details on when to
use which brand.
Defining the logo colors
The logo must appear on a solid background. Its colors depend on
the background color as defined in Table 7.
Table 7
Approved logo colors
Background color
Monochrome
4-color (CMYK)
Comets
Text
Comets
Text
White
Black
Black
Yellow
Blue
Black
White
White
Yellow
Blue
Blue
N/A
N/A
Yellow
White
Yellow
N/A
N/A
White
Blue
The actual color values for the colors are defined in Table 8.
Table 8
Official color values
Color
PMS
RGB
CMYK
html
White
N/A
255, 255, 255
100, 100, 100, 0
#ffffff
Blue
288
0, 40, 122
100, 65, 0, 31
#00287a
Yellow
124 U
234, 175, 0
0, 27, 100, 6
#eaaf00
123 C
0, 31, 94, 0
Black
N/A
0, 0, 0
0, 0, 0, 100
#000000
Changing the branding
The branding, or the text in the logo below the word "collective,"
should be used in the following circumstances:
None--No branding; just the comets and the word
"collective."
Advisory Partners--The document is dedicated to the
Collective Advisory Partners board. The words Advisory and Partners
must both be in all caps.
Impact--The document is dedicated to the Collective Impact
professional services offering ("make it better"). The word Impact
must be in all caps.
Infrastructure--The document is dedicated to the Collective
Infrastructure MIP services offering ("run it for you"). The word
Infrastructure must be in all caps.
Resources--The document is dedicated to the Collective
Resources supplemental staffing services offering ("help you run it").
The word Resources must be in all caps.
Tag line--The tag line, "managed infrastructure for the
real world," in all lowercase and with the superscripted SM symbol,
may be used in lieu of a branding.
No other customer-facing brandings are defined. Note that there is no
"Technologies" branding.
In addition, there are service-offering versions of the logo which
use the comets and the following text elements, without branding, in
all lowercase 43-point Helvetica Nuevo Extended font:
C-Track--Applies to the level 1 service offering: monitoring,
alerting, and reporting
C-Fix--Applies to the level 2 service offering: problem
resolution and systems administration
C-Solve--Applies to the level 3 service offering: expert
solution and reengineering services
We also have the C-LOI, C-Schedule A, and C-SOW versions for use in
the automated templates for those documents, but they are not considered
appropriate for customer or client consumption.
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