fishbowl corporate style guide - fishbowl … · this corporate style guide has been prepared by...

This corporate style guide has been prepared by the Fishbowl Marketing Team as a guide for employees, referrers, part-

ners, media and others who need guidelines on the proper and approved use of our corporate logos and colors—consistent

use of these elements are important in maintaining and growing the Fishbowl brand. These guidelines should be followed

not only internally but especially by those outside of Fishbowl who partner with or need to promote Fishbowl and/or its core

products. Fishbowl trademark information and restrictions are also included (see p8). Please direct any questions you may have

regarding use of logos, colors, etc. to Rick Weiss, Director of Marketing and Design ([email protected]) or

Kirk Tanner, CMO ([email protected]).

Logo Structure and Terminology

It will be helpful for you to have an understanding of the components that comprise a logo as we describe the official logos of

Fishbowl. What we collectively call a logo often has two or more separate parts that together comprise the whole Logo. The

two parts comprising the Fishbowl corporate logo and the Fishbowl product specific logos are the Mark and the Typographic

Element. These are illustrated below.

The Mark is the graphic or visual, non-typographic part of the logo. Usually the mark is the most dominant part of the logo and

is usually incorporated with the Typographic Element. The mark is often a different color than the typographic element (TE) so

that it has more visual impact within the whole logo. The TE is most commonly the name of the company. The TE uses a font

that visually works with the Mark and will often be altered by the designer to complement or interact with the visual shape of

the mark—the Fishbowl TE has been adjusted in subtle ways on a few of the letter forms.

The mark is the main element of our corporate identity program and the main visual element we want associated with Fishbowl.

As our brand continues to grow and gain more exposure, we anticipate a time when the orange mark will, by itself, be associat-

ed with Fishbowl. Think of companies like Nike, Puma, Apple, BMW and other prominent brands that can be identified now by

just their marks or symbols. That level of brand recognition of just the mark did not happen immediately—the early identities of

those companies all had typographic elements associated with the marks.

THE FISHBOWL CORPORATE LOGOS

CompleteLogo

Mark

TypographicElement

F I S H B O W L C O R P O R A T E S T Y L E G U I D EEFFECTIVE AUGUST 2015

1F I S H B O W L P R O V I D E S T H E # 1 R E Q U E S T E D M A N U F A C T U R I N G & W A R E H O U S E M A N A G E M E N T S O L U T I O N S F O R Q U I C K B O O K S !

The power of branding is when, with enough exposure and over time, the graphic symbol also becomes synonymous with the

quality of the product, service and the culture of the company. By carefully branding Fishbowl, we aim to achieve association of

our logo with the quality and integrity of our product, service, training, employees, and corporate culture.

Horizontal and Stacked variations

Often a logo will be designed to have both a Horizontal and a Stacked variation. This is common for marketing and branding

purposes. Horizontal versions require less space and can be used in situations where space within a document is limited. Ver-

tical or stacked versions usually are more symmetrical in overall visual impact and are used when space is not at a premium.

There are horizontal and stacked versions of the Fishbowl corporate logo and the Fishbowl product specific logos.

Horizontal and stacked versions of the Fishbowl corporate logo:

White Space Requirement for Our Logos

One of the goals of our identity program is to maintain the integrity of our logos. Visually, this is accomplished by always having

adequate white space around the logo. By surrounding our logo (either horizontal or stacked) with an appropriate amount of

white space, we are saying that our logo is important and deserves respect. Below are the recommended requirements for

minimum white space around our horizontal and vertical logos.

Horizontal Logo—The minimum white space around this logo is the space equivalent to the height of the lowercase “l” in the

typographic element. This minimum space is illustrated below. That minimum space should go from the top, left and bottom of

the mark and to the right of the ® as shown.

Stacked

Horizontal

Height of thelowercase l

Red lines = the height of the lowercase l



Vertical Logo—The minimum white space around this logo is the same as for the horizontal logo—the space equivalent to the

height of the lowercase “l” in the typographic element. This minimum space is illustrated below. That minimum space around

the vertical logo should go from the top of the mark and to the left of the “F,” below the “b” and to the right of the ® in the ty-

pographic element as shown.

The white space around the horizontal and vertical logos illustrated above represents the minimum white space around our

logos. It is always preferable to have more than the minimum, if possible. It is important to remember that when the logo is en-

larged, the lowercase “l” becomes bigger and so does the required white space around the logo.

Minimum Logo Size

The minimum size to use for our logos is a function of readability of the typographic element “Fishbowl.” Please do not use ei-

ther the horizontal or vertical logo in normal use when the name “Fishbowl” will be smaller than 0.75” as shown in the examples

below. It is the integrity of our logo that we want to maintain. While the name “Fishbowl” may be readable when smaller, at sizes

smaller than shown below the impact of the logo is very minimal. If the need exists to make the logo small, the preference is for

the stacked version because the horizontal version has a smaller mark and the graphic element becomes less recognizable.

Using the Fishbowl Logo with Images and Colors and General Logo Usage

Generally, the logo should not be used on colored backgrounds, on top of an image or combined with an image where the

minimum white space requirement is not met. Additionally, the logo, standing alone by itself, should not be warped or reshaped

to any other form as this seriously compromises our corporate branding and devalues the impact of the logo. The logo may be

superimposed on another object or within a photographic image when doing so implies a connection to Fishbowl—an example

Red lines = the height of the lowercase l

Height of thelowercase l

Minimum width of typographic element is .75”

Minimum width of typographic element is .75”



would be putting our logo on a computer monitor screen in an existing photo. We realize that certain partner websites may

have colored backgrounds in which case the use of our logo on the background must be reviewed by Fishbowl and approved.

Unapproved usage examples:

Approved usage examples:

The logo should never be used on a black background or very dark background where the typographic element is hard to read.

The logo should never be used on bright-ly colored backgrounds especially if the color clashes with the colors in the logo.

The logo should never be used on a background that has a color similar to the orange mark or blue typographic element.

The logo should never be used directly over an image.

The standalone logo should never be warped or reshaped to another form.

While the logo is more readable in this ex-ample, it is still over another image where image colors minimize the readability of the logo.

The standalone logo should never be stretched, compressed or modified in any way.

The logo should never be slanted or tilted.

In this example, (a web-page from a Fishbowl partner in the Partner Marketplace) the logo ap-pears on a lightly colored background. While the background is a color, it is light enough that the Fishbowl logo is still easily readable. The color is neu-tral enough that it does not clash visually with the logo. Note also that the minimum white space is also met so that the logo is not crowded or competing with any elements near it.

In this example, the logo is with an image but there is the minimum white space around the logo so that it is readable. The first itera-tion of this usage reviewed was not approved because there was not enough white space around the logo. After adequate white space was added, the combination of logo and image was approved.



Approved usage examples:

As a company Fishbowl has designed all of the product specific logos to have a similar look and feel in an effort to visually

unify the Fishbowl product offerings so that they all look like they come from the same family of products. Below are all of the

Fishbowl product specific logos.

White space requirements

In a manner very similar to the white space requirements for the corporate logo, the minimum white space required aroung the

Fishbowl product specific logos is equal to the total height of the typographic element of each logo. Only one example of a

horizontal logo is shown here but the principal applies to all product logos whether horizontal or stacked.

The use of a very light, neutral color as shown in this example and the example to the right is approved.

In this example, the logo appears on top of an image and is acceptable if the im-age is not complex visually (clouds shown here) and if the image is ghosted back so that mostly a white background appears through the image. Please have all such usages like this approved by Fishbowl’s Marketing Department.

M O B I L E

THE FISHBOWL PRODUCT SPECIFIC LOGOS

Total height of the typographic ele-ment of the logo

Blue lines = the height of the typographic element



Minimum size requirements for product specific logos

The minimum size to use for our product specific logos is also function of readability of the typographic element (both the Fish-

bowl name and the product name underneath Fishbowl). Please do not use either the horizontal or vertical logo in normal use

when the combined typographic element is smaller than 1” as shown in the examples below. As with the corporate logo, It is the

integrity of our product logos that we want to maintain.

Fishbowl corporate colors

These two main colors constitute the official colors for Fishbowl. The orange and blue are derived from the colors of the official

logo. The main colors are given in four different formats for your reference. The derivitive colors are obtained using a color

wheel to generate a table of analogous colors of light and dark variations. Derivitive colors are used to give color variety with

in marketing documents. Please use only these colors when you need a color other than black or white in your Fishbowl doc-

uments, e.g., Word documents, Excel spreadsheets, PowerPoint presentations, etc.

Using percentages of the main corporate colors

It is acceptable to use percentages of these colors to fill table cells, put behind columns or rows, or for other applications where

colors may be needed. Below are examples of the main colors shown as percentages of the main colors. It is recommended

Fishbowl Corporate Blue

RGB 18 80 137

CMYK 100 76 18 4

Hex 125089

PMS 285 C

Fishbowl Corporate Orange

RGB 244 128 26

CMYK 1 61 100 0

Hex f4801a

PMS Pantone716c

Derivitive* Light Blue

RGB 34 113 182

CMYK 87 54 0 0

Hex 2271b6

Derivitive* Mid Orange

RGB 244 150 63

CMYK 0 48 90 0

Hex f4963f

*These colors are scientifical-ly determined using a color wheel to generate related colors as shown in the tables below. Derivitive* Dark blue

RGB 17 45 79

CMYK 100 84 41 38

Hex 112e4f

Derivitive* Light Orange

RGB 248 181 119

CMYK 1 33 61 0

Hex f8b577

Derivitive* Dark Orange

RGB 104 47 10

CMYK 36 79 100 47

Hex 682f0a

THE OFFICIAL FISHBOWL COLORS



Minimum width of the combinedtypographic element is 1.0”

Minimum width of the combinedtypographic element is 1.0”

that for percentages above 50% you reverse the type to white and for percentages below 50% use black type.

The orange and blue colors used in the product specific logo colors and for use in supporting collateral documents are both

derived from the corporate orange and blue so that the product colors fit within the overall corporate color umbrella.

Using percentages of the product specific colors

IAs it is with the official corporate colors, t is acceptable to use percentages of the product specific colors to fill table cells, put

behind columns or rows, or for other applications where colors may be needed. Below are examples of the main colors shown

as percentages of the main colors. It is recommended that for percentages above 50% you reverse the type to white and for

percentages below 50% use black type.

THE OFFICIAL FISHBOWL PRODUCT SPECIFIC COLORS

As you can see, just using percentages of our three colors would give quite a variety of color options for use in your documents.

Again, using percentages of the product specific colors would give quite a variety of color options for use in your documents.

100%

100%

90%

90%

80%

80%

70%

70%

60%

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20%

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10%

100%

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Fishbowl Product Blue

RGB 134 176 215

CMYK 47 21 2 0

Hex 86b0d7

PMS Pantone 278 C

Fishbowl Product Orange

RGB 246 158 63

CMYK 0 47 88 0

Hex f69944

PMS Pantone 1375 C



The Proxima Nova family is the official Fishbowl font designated for use in print, electronic and web applications. Due to strict

licensing requirements this font is only available for use by select individuals on the Fishbowl marketing team.

MS Trebuchet is the font that should be used on a daily basis in our emails, Word documents, Excel files, and all other common

documents. Trebuchet was chosen because it is a font that is commonly found on most PC’s. While Trebuchet is a common font,

it is well designed and the letter forms are very similar to those in the Proxima Nova family so that both fonts work well together.


CORPORATE FONTS

FISHBOWL® TRADEMARK INFORMATION AND RESTRICTIONS

Trebuchet Regular The quick brown fox jumps over the lazy dog Bold The quick brown fox jumps over the lazy dog Italic The quick brown fox jumps over the lazy dog Bold Italic The quick brown fox jumps over the lazy dog

TREBUCHET REVERSED An example of how Trebuchet would look as white on orange.Bold Trebuchet reversed to white on Fishbowl Corp orange.

You can see that using our colors as cell background colorscan help brand your document and give it variety.


Fishbowl®, Fishbowl Manufacturing®, Fishbowl Warehouse®, Fishbowl Mobile®, Fishbowl Inventory®, and other

ExpressTech International, LLC (“Fishbowl”), brands are valuable assets of the company, and are legally protect-

ed in the United States and various jurisdictions around the world. This document provides general guidelines

regarding the proper, permitted and prohibited use of Fishbowl’s trademarks. This document does not constitute

a license, legal opinion, or legal advice, and is subject to change without notice.

Reservation of Rights

ExpressTech International, LLC (“Fishbowl”), reserves all rights with respect to its trademarks, logos, trade names, and other

indicia (“Marks”). Fishbowl does not routinely accept or review specific requests for guidance on the use of its Marks. Any unau-

thorized use of any Fishbowl-owned mark, or any use of a mark that is confusingly similar to, or likely to cause confusion with, a

Fishbowl-owned mark, would constitute infringement of Fishbowl’s exclusive trademark rights. This document does NOT consti-

tute any form of license to use any Fishbowl-owned mark. No Fishbowl employee is authorized to provide guidance on the use

of Fishbowl-owned marks, nor to give permission to use any Fishbowl-owned mark, except by formal written license agreement,

or signed by an authorized director or vice president. Any promise, agreement, guidance or other representation by any Fish-

bowl employee (other than by a formal license as described herein) is invalid and cannot be relied upon. If you have questions

about the laws surrounding the use of Fishbowl’s marks, or any other parties’ marks, you should consult a qualified attorney.

MORE ➞



Referential Use Only

You may make purely referential use of Fishbowl-owned marks as described in this section, but you should consult your own

legal counsel on what does or does not constitute proper referential use of another company’s marks, and what may constitute

an unauthorized or infringing use.

Use of Fishbowl Marks in commercial contexts may only be made for purposes like describing basic file format or data integra-

tion compatibility (in the case of software), ability to train others on the use of Fishbowl products (in the case of such services)

or true, factual statements as to the nature of any relationship with Fishbowl, where one exists. Any use of Fishbowl Marks, or

of statements that imply endorsement, affiliation, certification or other relationship - where none exists - are strictly prohibited.

There may be situations where it would be appropriate for you to state in your marketing materials, or on packaging for your

own offerings, that your product or service is “for use with” or is “designed to work with” or “compatible with” a Fishbowl prod-

uct. Please consult a qualified attorney if you have questions about proper use of Fishbowl Marks.

Use of Fishbowl’s Marks within your companies’ product names, service names, company/trade names, DBA’s, domain names

or other indicia is strictly prohibited.

Trademark Symbols and Legends

Referential use of Fishbowl’s marks should include the proper trademark symbol(s). Registered trademarks bear the ® symbol,

whereas unregistered trademarks bear a ™ symbol.

Where possible, Fishbowl requests that those who make reference to Fishbowl, or its products, with their associated Marks also

provide a short ownership attribution statement somewhere within those materials. Any attribution should be worded generally

as shown in the following example: “Fishbowl, the Fishbowl logo, Fishbowl Manufacturing, Fishbowl Warehouse, and

other brands are trademarks of ExpressTech International, LLC (“Fishbowl”), registered in the United States and

various jurisdictions around the world.” Where an unregistered Mark is referenced, a sentence may be used which simply

states that the mark is a “trademark of Fishbowl”, and which omits the registration portion of the statement.

Examples of other attributions statements similar to Fishbowl’s request:

Apple Inc.:

• Apple, the Apple logo, iTunes, iPad, iPhone and iPod touch are trademarks of Apple Inc., registered in the U.S.

and other countries.

• App Store is a service mark of Apple Inc.

Google Inc.:

• Android is a trademark of Google Inc.

• Google Play is a trademark of Google Inc.

MORE ➞

Sign up for a per sonali zed pro duc t over view by calling 1 .80 0.7 74.7085 ex t . 2 or vi sit our website at w w w.fi shbowlinventory.com


Thank you for complying with these guidelines. We want our identity represented properly moving forward, and having readily

available guidelines is one step in achieving that goal.

THANK YOU FOR COMPLYING

Clarification questions concerning Fishbowl’s Trademark Information and Restrictions can be submitted to Kirk

Tanner CMO by email: [email protected].

10

580 E Technology Ave • Suite C2500 • Orem, UT 84097Phone 801.932.1100 • Toll Free 800.774.7085 • Fax 801-932-1101www.fishbowlinventory.com

© 2001-2017 Fishbowl. All rights reserved. Fishbowl, the Fishbowl logo, Fishbowl Manufacturing, Fishbowl Warehouse, and other brands are trademarks of ExpressTech International, LLC (“Fishbowl”). UPDATED: 06Dec2016

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