corporate identity & brand standards guide · the industry’s best elearning assets and custom...

CORPORATE IDENTITY & BRAND STANDARDS GUIDE v3.1 | 1| © eLearning Brothers, LLC. All rights reserved.TOC

CORPORATE IDENTITY &BRAND STANDARDS GUIDE

v3.1

TOC CORPORATE IDENTITY & BRAND STANDARDS GUIDE v3.1 | 2| © eLearning Brothers, LLC. All rights reserved.TOC

CONTENTS

3 Behind the Brand 4 OUR STORY 5 STRATEGY, PERSONALITY, & VOICE

6 Logo 7 LOGO VERSIONS 8 LOGO CLEAR SPACE 9 LOGO SIZE 10 LOGO USAGE

11 Color 12 PRIMARY COLORS 13 SECONDARY COLORS 14 PRODUCT COLORS & ICONOGRAPHY

15 Typography 16 TYPOGRAPHY

17 Imagery & Design 18 IMAGERY & DESIGN


BEHIND THE BRAND


OUR STORY

What’s the HistoryeLearning Brothers (eLB) began in 2009 like many startups do—in a basement and with a great idea. Co-founder, Shawn Scivally, started making eLearning games and template designs while working from home and sold them online. His brother, and the other co-founder, Andrew, helped out at night and on the weekends until he joined full time in 2010. Between the two of them, they believed that they had the skills and knowledge to put together interactive, engaging, and inspiring content to help others enhance their eLearning courses. And they were right!

Over the years, eLB has grown to become a global provider of eLearning templates and assets, off-the-shelf customizable courseware, custom solutions, and training for eLearning professionals everywhere.


BRAND STRATEGY, PERSONALITY, & VOICE

Our BrandFrom day one, the eLearning Brothers brand has been one of high-end design and cutting edge development mixed with our desires to blow your socks off. Our customers and user base continue to return to our products and services because of our consistent creativity, innovation, professionalism, and panache.

Our PersonalityOur air for tomfoolery is just as recognizable as our brand. eLB has a great balance of delivering the industry’s best eLearning assets and custom courses while still making time for Rockstar poses, company running teams, daily foosball competitions, and the occasional Friday sing-a-long. This knack for fun comes through in our design and attitude. Our team loves working together, and it shows.

Our VoiceThrough our marketing materials, blog, social media efforts, webinars, and conference strategy, eLearning Brothers seeks to be a major contributor and expert in the training and eLearning industry. We offer tips, best practices, and tutorials to anybody seeking to deepen their skills or knowledge while creating products focused on making our customers look and feel like eLearning Rockstars™.


LOGO


LOGO VERSIONS

The Face of CommunicationThe eLearning Brothers logo is our primary brand identifier, as well as an important indicator of our company history and founding. The brothers icon represents a closeness and connectedness we hope to achieve with our customers, and consistent use of the logo makes it easy for them to identify us and feel confident when they see a communication from eLB.

The Right FitVersion 1 is the preferred eLearning Brothers logo—in full color when allowed—and is referred to as the

“stand-alone” version.

The enclosed logo (version 2) is secondary and should only be used in instances where the preferred logo is not allowed or is the best fit for the specific application requirements.

Version 3 is the brothers icon and should be used only when there is insufficient space for version 1 or 2, and where recognition of the eLearning Brothers’ brand has been previously established.

Use the full-color version when possible.

1

2

3

Use the black and white logo (or 1-color version) only in instances when the full-color version in not allowed.


Enclosed Logo

Brothers Icon

x

x

xx

x

xx

Stand-Alone Logo

LOGO CLEAR SPACE

Room to BreatheThe eLB logo is our most valuable brand asset. We always size and position it for maximum impact and give it plenty of room to “breathe.”

Clear space frames the logo, separating it from other elements such as headlines, text, imagery, and the outside edge of printed materials or web applications.

The following examples represent the minimum clear space requirements. Clear space for the stand-alone and enclosed logo versions should equal the height of the letters in the logo shown as “x.”

Minimum clear space for the brothers icon should be equal to half the height of the final logo size (illustrated by “x”).

xx


LOGO SIZE

Size MattersWhen using the eLB logo, consider its size and legibility with the end use. A logo that is too small can no longer communicate. The minimum sizes for all versions of the eLB logo for both print and web application use are shown here.

Ask your eLB representative for access to the eLB logos.

Remember, the EPS and PDF (vector) logo files can be scaled larger or smaller without any loss of quality, and is the best format to use for any print collateral. These have have been saved in CMYK.

The PNG (bitmap) logo files are best used across web/screen applications and have been saved with a transparent background. These have been saved in RGB.

0.82 in 50 pxEnclosed Logo

Print Web/Screen

0.5 in 35 pxStand-Alone Logo

0.5 in 35 pxBrothers Icon


LOGO USAGE

Recognition is KeyRecognition of our logo is an essential part of making eLearning Brothers awesome. It’s gotta be all encores, no heckling. Always treat it respectfully by not stretching, squeezing, or linking the logo to other elements (like names, logos, images, or symbols). Any modification to the logo outside the brand guidelines dilutes its meaning and lessen its impact.

These examples illustrate what not to do with any version of our logo:

elearningbrothers

Recreating or retyping the typography in our logo

Changing the color of our logo

Using our logo in outline formChanging the shape of our logo in any way

Changing the box treatment around logo in any way

Stretching, squishing, or altering our logo in any way

Locking up our logo with any imagery or graphics Placing patterns or imagery inside our logo in any way

Placing our logo over a pattern or photo of any kind

Placing black logo over an orange background

Changing color of any logo elements

Separating the brothers in any way

Changing the approved clear space around our logo

Turning or rotating our logo in any way


COLOR


PRIMARY COLORS

Make a Powerful Statement Our customers see our color palette as a strong and identifiable part of the eLearning Brothers brand—much in the same way we view colors of our favorite sports teams. For us, eLB Orange is a way of life and integral to how we present ourselves.

Our use of the deep and rich orange and dark blue (aka: “Midnight Blue”) broadcasts our company as strong, bold, and trend-setting. As such, it projects that we are a trustworthy and reliable brand to follow and partner with.

The white is used to contrast and call attention against the orange and dark blue. It resembles a clean and refreshing look.

eLB Orange

PMS7416 C

CMYK0, 75, 80, 0

RGB255, 115, 60

HEX#FF733C

Midnight Blue

PMS539 C

CMYK100, 70, 40, 60

RGB26, 35, 47

HEX#1A232F

White

PMSWHITE

CMYK0, 0, 0, 0

RGB255, 255, 255

HEX#FFFFFF


SECONDARY COLORS

Defining Deeper Levels While the primary color palette will make up the majority of color used in our marketing materials, an expanded selection of color is needed. This palette should be used only to support the primary colors and can be used across print and web collateral.

For publications that are more complicated or have deeper levels of information, these accent colors are a fun and bold way to help communicate content more clearly.

Gold

PMS -

CMYK0, 50, 100, 0

RGB255, 158, 44

HEX#FF9E2C

Royal Blue

PMS -

CMYK100, 60, 5, 0

RGB0, 104, 218

HEX#0068DA

Lime

PMS -

CMYK60, 0, 100, 0

RGB117, 183, 68

HEX#75B744

Brand-Approved Gradients

Violet

PMS -

CMYK60, 90, 10, 0

RGB128, 59, 140

HEX#803B8D

Teal

PMS -

CMYK90, 15, 55, 0

RGB0, 161, 140

HEX#00A08C

Pink

PMS -

CMYK5, 100, 50, 0

RGB255, 47, 96

HEX#FF2F60


PRODUCT COLORS & ICONOGRAPHY

A Library of Libraries Each of our product libraries has an icon designed with a correlating color in mind to represent itself. Use of each color with their appropriate counterpart icon is crucial in product and brand recognition.

Ask your eLB representative for access to library and product icons.

Template Library

PMS -

CMYK0, 15, 100, 0

RGB255, 200, 50

HEX#FFC832

Icon Library

PMS -

CMYK67, 100, 0, 5

RGB192, 0, 171

HEX#C000AB

Cutout People Library

PMS -

CMYK87, 0, 90, 0

RGB80, 204, 115

HEX#50CC73

Medical Library

PMS -

CMYK80, 0, 25, 0

RGB44, 213, 221

HEX#2CD5DD

Stock Asset Library

PMS -

CMYK0, 100, 22, 3

RGB230, 55, 120

HEX#E63778

PPT Graphic Library

PMS -

CMYK100, 20, 0, 0

RGB38, 151, 255

HEX#2697FF

Camtasia Library

PMS -

CMYK77, 0, 100, 0

RGB117, 186, 67

HEX#75BA43

Example: Icons used to visually represent the benefits of the Cutout People Library

Clipped Out

Advanced Search

Multiple Poses Conversation Ready

Different Resolutions

International Models


AaBb

TYPOGRAPHY


TYPOGRAPHY

Typographic Voice Typography is a vital element of our brand that supports in giving it personality and character. As much as we want to explain how Comic Sans and Papyrus are banned from our publications (except for satirical purposes), we’ll focus on the typography that we feel best represents us.

Proxima Nova is sophisticated, strpng, and versatile with it’s multiple weights and many glyph options. It can be used for both titles and body copy and is the primary typeface for all eLB materials.

Lemon/Milk makes a bold statement with its exclusive all caps characters. This typeface should be used as a secondary and supporting role to Proxima Nova and should only be used for short titles—NEVER BODY COPY.

Ask your eLB representative on how to get access to approved font families.

Proxima Nova Light

abcdefghijklmnopqrstuvwxyz1234567890ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Proxima Nova Regular


Proxima Nova Bold


Proxima Nova Black


Lemon / Milkabcdefghijklmnopqrstuvwxyz1234567890


IMAGERY & DESIGN


IMAGERY & DESIGN

Brand Expansion Our brand is focused around creating AWESOMENESS and helping customers become training and eLearning ROCKSTARS. It has a bold and creative vibe, while still providing a professional feel. To extend our marketing voice, our professional graphic design gurus have created—and continue to create— custom imagery, type, and supporting graphics.

Ask your eLB representative for access to custom marketing graphics.

corporate identity & brand standards guide · the industry’s best elearning assets and custom...

Documents