Sec. 1 – Overview
Next Section
Sec. 2 – Brand Essence
Next SectionBrand Voice
Good brands are built on consistency. The words identified to the right are the three brand tenants that should guide all communication and messaging efforts.
- facilitate
- connect
- measure
Brand Tone
Similarly to the brand voice, the tone words to the right should be utilize when communicating about the ACEMAPP brand. This tonality should be applied in all mediums: writing, graphic design, customer experience, etc.
- approachable
- credible
- integrative
Sec. 3 – Visual Identity
Next SectionLogo Lockup, Primary
The primary ACEMAPP logo may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files.
Sub Brand Logo, Secondary
The secondary ACEMAPP logo, used for sub brands, may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files.
Logo, Tertiary
The tertiary logo may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high resolution digital files. This mark is to be utilized when the primary logo cannot be used.
Logo, Icon
The logo icon is the secondary graphic element of the visual identity. The logo icon may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high resolution digital files. This mark is to be utilized when the primary logo cannot be used.
Sec. 4 – Identity Usage
Next SectionWhitespace, Logo
Each aspect of the identity must be treated properly as it is applied to design. Pictured right are the guid lines for whitespace when utilizing the logo lockup. The space surrounding the logo should never be smaller than the height of the lowercase M.
Misuses
The ACEMAPP logo should always be used in its original format or under the guidelines given. Never should logo be treated in one of the methods shown here.
Embellishing
Rotating
Altering Proportions
Non-Designated Colors
Non-Designated Colors
Reordering Elements
Distort or Skew
Adding Stroke
Layering Elements
Sec. 5 – Typography & Color
Next SectionTypography, Primary
Gilroy
Shown here is the primary typeface for ACEMAPP. Utilization includes titles and subtitles. The only acceptable weight for Gilroy is bold.
Tt
A Quick Brown Fox
Jumped Over A Lazy Dog.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! @ # $ % ^ & * ( )
Typography, Secondary
Serifa
Shown here is the secondary typeface for ACEMAPP. Utilization includes subtitles, body copy, general use, and annotations.The only acceptable weights for Serifa are medium and bold.
Ss
A Quick Brown Fox
Jumped Over A Lazy Dog.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890! @#$%^&*()_+
Color Palette
Shown here is the main color palette for the ACEMAPP brand.
The colors should never be used outside of the values shown here. When utilizing a logo file, check to make sure that the color profile is appropriate given the usage. The following shows each color profile’s appropriate use:
- Pantone: Offset Spot Printing, Screen Printing
- CMYK: Offset Process Printing, Digital Printing
- HEX: Screen-Based Applications
- RGB: Screen-Based Applications