1

L O G O G U I D E L I N E S

To ensure consistency in Day & Night® brand

communications, the Elite Dealer crest can only

be used in accordance with the specifications listed

in the following pages.

2

Logo Elements

Crest

Color Palette

Crest with Day & Night® Logo

3

Logo Colors

GreenPMS 356CMYK: 95/0/100/27RGB: 0/133/63Hex: #007a33

Light GreenPMS 366CMYK: 20/0/44/0 RGB: 208/228/166Hex: #b7dd79

Dark GreenPMS 343CMYK: 98/0/72/61RGB: 0/88/61Hex: #115740

Color Lock-upThe primary color logo should be used for all digital

and color printing applications. Only the color specified

is allowed.

Spot printing in Pantone colors is the preferred

printing method. Using 4-color process printing when

spot printing is not an option. The CMYK breakdowns

do not preclude the important step of color proofing.

For accurate color matching, refer to a current

Pantone specifier.

Crest: 100% black Crest: 100% white Crest with Day & Night Logo: 100% black

Crest with Day & Night Logo: 100% white

Crest

Crest with Day & Night® Logo

4

Logo Applications

Reverse LogoWhen printing the logo on dark or vivid backgrounds, use

the reverse logo. This is the preferred logo usage on dark

backgrounds and over photography.

To maintain visibility of the Elite Dealer crest and Day & Night®

logo, do not print on white or light colored backgrounds.

Do not use the color logo on busy backgrounds or

backgrounds where there isn’t enough contrast for

the logo to stand out.

Use of Logo in TextThe logo should never appear in text, such as a headline or

body copy. In text, the name should appear in the same font

and typographic treatment as the text surrounding it.

Color LogoWhen printing the logo on light backgrounds, use the

primary color lock-up.

Primary usage: PMS 356 C and 366 C

5

Clearance Area & Minimum Size

Clearance AreaThe Elite Dealer crest and Day & Night® logo should always have

clear zones surrounding them—space free of any type or graphic

elements—in order to maintain their integrity.

The spacing indicated here should always be maintained when the

logo is reproduced in any form. When displaying the logo inside a

rectangular shape, place it inside the Recommended Rectangular

Space as noted below.

Minimum HeightThe measurements of the smallest recommended size for logo usage

(from the top of the oval to the bottom of the logo) are:

1.46 inches wide x .70 inches high

37.08 mm wide x 17.8 mm high

3.708 cm wide x 1.78 cm high

The clearance area around the logo is 1/4” on all sides

Crest Crest with Day & Night® Logo

6

Element Arrangements

The Elite Dealer Crest and Day & Night® LogoTo ensure brand recognition and consistency, the Elite Dealer crest

must always appear in context with the Day & Night® logo. The way it is

displayed can, however, vary greatly depending on circumstance.

If the Elite Dealer crest and the Day & Night logo are within the clear zone

of one another, they must never be stacked vertically. Rather, the original

artwork file (.ai, .eps, or hi-res raster image) must be used. This ensures

that the Elite Dealer crest and Day & Night logo are in the standardized

lock-up arrangement.

If the two elements are not arranged within each other’s clear zones,

each individual element must maintain its own clear zone and both

elements must be displayed above minimum size as explained on pg 5.

When separated, the two elements should be used in a way that is

balanced. No layout should ever have both elements aligned to the same

side and the elements should have a clear size difference, (height ratio of

at least 2:1) depending on whether the layout’s objective is to emphasize

the Elite Dealer status or the Day & Night brand itself.

2:1 Ratio

Horizontal Arrangement Only

ex: Elite Dealer emphasized over Day & Night

7

Apparel Use

For Apparel Printing & Embroidering For consistent and crisp apparel production, all apparel should

be printed using the apparel version of the logo, which omits the

cross hatching in the crest, using PMS colors when possible.

The Day & Night® logo and Elite Dealer crest must never be

printed on apparel side-by-side. One of the two elements can

be on the back or side, with each unique arrangement being

determined on a case-by-case basis.

For dark clothing, the white apparel versions of the Elite Dealer

crest and Day & Night logo should be used, while on light

clothing the full-color apparel versions apply.

White Apparel Logos

Polo ExampleHat Example

Full-Color Apparel Logos