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Brand & LogoPAGELINES GUIDE

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Table of Contents

External ResourcesIntroductionThe PageLines Brand

What the brand stands for...Attributes of the PageLines brandVisual LanguageBrand Voice

The PageLines LogoElementsSizeClear SpaceLogo ColorsApproved Logo Forms

With the logotypeJust the Leaf

Logo and BackgroundsWith photographic backgrounds

Correct Usage of the PageLines LogoPageLines sub designations:Using PageLines as TextUsing the Leaf

Typography and the Brand

External Resources● PageLines Logo (.png file)● PageLines Logo (Adobe Illustrator format - .ai)● PageLines Logo CMYK (Adobe Illustrator format - .ai)

Introduction

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About this guideThis brand guide will provide information about the PageLines brand, advice on how to communicate it’s values, and instructions on how to properly implement it in communication materials.

Every piece of media or correspondence is an opportunity to reinforce and leverage the power of the PageLines brand; and it’s important consistency is maintained.

This document was created to assist you in creating communications that are consistent and serve their purpose well for your project.

About the PageLines brandA logo is a symbol that carries meaning from countless interactions with the public over time. It acts as a signature for a company, and is regarded as an asset to the company, customers and community.

When a product carries the PageLines name, the customer is at ease, assured that the product or service has been developed with the highest consideration for their needs, and will serve them well for years to come—in essence the logo becomes a promise to PageLines customers.

Where the logo comes fromThe origin of the PageLines leaf is in typography. Symbolically, the leaf stands for several aspects that reinforce PageLines’ products, a couple:

● Typography and design● Growth and success

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The PageLines BrandWhat the brand stands for...

PageLines is emerging as a leading brand in the CMS website design space. As it develops, PageLines will increasingly be seen as a website design platform, independant of WordPress. When possible, reinforce this future brand direction.

Currently, PageLines is often seen as a tool inside of the WordPress ecosystem. If you choose--or are required-- to communicate PageLines in terms of WordPress we prefer you use ‘WordPress design platform’ as opposed to calling it a theme framework or similar.

Attributes of the PageLines brand

PageLines’ approach to business and products has certain attributes that should always be reinforced graphically and through written/verbal communication:

KarmaThe chief value for the company, and brand, is karma. Essentially a focus on creating value before profits.

ExperiencePageLines products, services and business are designed around customer experience.

Quality PageLines has a ‘quality over quantity’ approach and chooses to focus on very few key products in comparison to the competition.

InnovationPageLines is known as an innovator in the CMS space.

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Visual LanguageThe way we visually portray the PageLines lifestyle, products and brand should always reinforce its brand attributes.

All visual communication–online, illustration, printing, in products or interfaces–should be of the highest quality possible, and should be carefully chosen to reinforce PageLines image as a leading provider of quality products and experiences.

Brand VoicePageLines products are meant for people who are working towards success online. It is also more than a company, it’s a community of people helping people towards that end.

As such, communicate PageLines in a way that is all inclusive. As if it were a exclusive club, as opposed to a company.

Generally, the tone of voice should professional, yet playful and off the cuff; specifically, we don’t want to sound corporate. PageLines is ‘for the rest of us.”

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The PageLines LogoElements

Our logo consists of three elements:1 Leaf2 PageLines logotype 3 The trademark symbol

SizeThe size of our logo is a critical factor in communicating our brand properly and consistently. Just as a logo that is too small diminishes the impact, a logo that is too big, can imply a lack of quality and refinement. Generally the logo should:

● Be large enough so it’s legible. (recommended minimum size is 1 inch horizontal)● Never be so large that it overpowers surrounding elements and overall communication

Clear SpaceA clear space equal to the height of the logotype is the minimum area that must remain clear on all sides of the logo. This neutral zone assures proper emphasis to our logo, and assists in its easy identification.

Logo ColorsThere are three approved colors for the PageLines logo:

1 Black2 White3 PageLines blue (and blue gradations)

Production of the PageLines logo or leaf graphic in any colors aside from these three approved colors must be approved by PageLines’ Marketing Communications department.

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Approved Logo Forms

With the logotype

Just the Leaf

Logo and BackgroundsIn most instances, the PageLines logo should appear as black with a blue or black leaf on a light background, or reversed white type and light blue or white leaf on a dark background.

With photographic backgroundsIt is acceptable to put a PageLines logo on a photographic background as long as there is suitable contrast for the logotype and leaf graphic to stand out and be readily identifiable.

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Pro tip: If adequate contrast is questionable, both above images apply a subtle drop shadow or out glow effect to the image against backgrounds. This fixes the contrast problem and presents the brand correctly and legibly.

Correct Usage of the PageLines Logo

PageLines sub designations:● Other companies or products the PageLines logo must never be modified by the addition of a

division or group name or any designation that implies endorsement.● Taglines At this point, there is no approved tagline, and there is no approved usage for a

slogan or tagline to be used in conjunction with the PageLines logo. Any slogans or associated information must remain outside of the ‘clear space’.

● If the above guidelines are met, and you are using PageLines logo on a PageLines property. You may use the PageLines logo with sub designations as follows:

Using PageLines as Text● PageLines when written in text should always be capitalized with a capital ‘L’ to re-enforce the

pronunciation of the company name.● The PageLines logo must not be placed within a sentence.● PageLines should not be written in ‘all-caps’ when part of copy

Using the LeafThe leaf graphic may be used by itself, but must be used to represent PageLines, and as such must not be used solely as a decorative element. It must not be rotated and it must be used in approved colors.

Other guidelines, the leaf:

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● Must never be used seperate from the logotype when on the same page● Must never be used in part or at any angle other than 0°.● Must never be used as a decorative element or pattern element.

The Leaf with Other PageLines BrandsWhen using the leaf as a mark to support a PageLines brand, for example with a PageLines section or theme, the leaf should be positioned directly to the left or above the logotype.

Typography and the BrandPageLines’ typeface has been chosen to represent our company and brand in a manner that is consistent with the brand image. Allowances have been made to accommodate computer-oriented communications as well as printed communications.

Title TextTitle text should be represented in a non-bold serif typeface. Specifically, Georgia is ideal. Example:

Body and Reading TextShould use a serif typeface. Specifically, a light version of Helvetica Neue is recommend. However, Calibri may be used as well. Example:

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Supporting Text and SubtitlesSupport text and subtitles should be made ‘lighter’ or more subtle in reference to the page background. It should be in serif typeface without capitalization or all-caps with a letter spacing. Example: