Cassiopeia_Brand_Guide

Brand guidelines

Brand guidelines

Contents

About 3 Color palette 13
Main logotype 4-6 Glossary 14 - 15
Logo mark 7-8
Brand usage 9 - 10
Typography 11 - 12

Brand guidelines

About

It’s the
connection that
defines the image

We are experts in the field of online
marketing, sales and ICT services,
offering our customers a one-stop-shop
experience. Our brand name is inspired
by the Cassiopeia star constellation.
Simply put, we represent a joint
undertaking of five ICT companies united
under the brand Caseopeia (C-one.nl,
Aer.nl, Stanandstacy.com, Ebicus.com
and OSH.nl).

3

Brand guidelines

Main logotype

4

Brand guidelines

Main logotype

Main logotype on dark background Main logotype without tagline on dark background

5

Brand guidelines

Main logotype

Main logotype on dark background Main logotype without tagline on dark background

6

Brand guidelines

Logo mark

Logo mark construction and propper positioning Main logo mark design

7

Brand guidelines

Logo mark

Dark blue version Dark blue alternate version White version

8

Brand guidelines

Brand usage

Exclusion zones

Always allow a minimum space around the artwork as shown on the example.

9

Brand guidelines

Brand usage

Main logotype minimum width Main logotype without tagline minimum width

240 px on screen and 63,5 mm when printed. 180 px on screen and 48 mm when printed.

64 px 48 px 32 px 24 px 16 px

Logo mark minimum width

There’s no logo mark minimum width defined, all sizes depend on different platforms and device requirements.

10

Brand guidelines

Typography

Gotham Regular

Headline font It’s the connection that defines the image.

ABCDEFGHIJKLMNOPQRSTUVW Light-Italic

abcdefghijklmnopqrstuvw It’s the connection that defines the image.

1234567890!@#$%^&*()_+=”:?><

Medium

It’s the connection that defines the image.

11

Brand guidelines Light

Typography It’s the connection that defines the image.

Panton Light-Italic

Paragraph font It’s the connection that defines the image.

ABCDEFGHIJKLMNOPQRSTUVW
abcdefghijklmnopqrstuvw
1234567890!@#$%^&*()_+=”:?><

12

Brand guidelines Secondary

Color palette

Primary

HEX 31334D HEX 333333 HEX 7291CA HEX 000000 HEX CBCBCB HEX F8F8F8
R49 G51 B77 R51 G51 B51 R114 G145 B202 R0 G0 B0 R203 G203 B203 R248 G248 B248
C83 M78 Y44 K40 C69 M63 Y62 K58 C57 M37 Y0 K0 C75 M68 Y67 K90 C20 M15 Y16 K0 C2 M1 Y1 K0

HEX ACDEE4 HEX F9EC7D HEX FFFFFF
R172 G222 B228 R249 G236 B125 R255 G255 B255
C31 M0 Y10 K0 C4 M2 Y63 K0 C0 M0 Y0 K0

13

Brand guidelines

Glossary

RGB CMYK Vector

(Red, Green, Blue) color mode is for anything (Cyan, Magenta, Yellow, Black) color mode is Vector images are made up of points, lines, and
that is computer-based design. This includes used for print design. This includes logos, curves that can be infinitely scaled without any
websites, apps, banner ad and any other design business cards, stationary, illustration, loss in image quality.
created for electronic use. packaging and any other designs used for
print.

Raster Lossless Lossy

Raster images are made up of a set grid of dots Lossless image formats capture all of the data Lossy image formats approximate what your
called pixels, where each pixel is assigned a of your original file. Nothing from the original original image looks like. For example, a lossy
color value. Unlike a vector image, raster file, photo, or piece of art is lost, hence the image might reduce the amount of colors in
images are resolution dependent. When you term “lossless.” The file may still be your image or analyze the image for any
change the size of a raster image, you shrink or compressed, but all lossless formats will be unnecessary data. These clever technical tricks
stretch the pixels themselves, which can result able to reconstruct your image to its original will typically reduce the file size, though they
in a significant loss of clarity and produce very state. may reduce the quality of your image.
blurry images.

14

Brand guidelines

Glossary

JPEG/JPG EPS PNG

JPEG is a lossy raster format that stands for EPS is an image format that stands for PNG is a lossless raster format that stands for
Joint Photographic Experts Group, the Encapsulated PostScript. Although it is used Portable Network Graphics. Think of PNGs as
technical team that developed it. This is one of primarily as a vector format, an EPS file can the next-generation GIF. This format has
the most widely used formats online, typically include both vector and raster image data. built-in transparency, but can also display
for photos, email graphics and large web Typically, an EPS file includes a single design higher color depths, which translates into
images like banner ads. JPEG images have a element that can be used in a larger design. millions of colors. PNGs are a web standard and
sliding scale of compression that decreases file are quickly becoming one of the most common
size a lot, but increases artifacts or pixelation image formats used online.
the more the image is compressed.
PDF Lossy
AI
PDF stands for Portable Document Format and is an TIFF is a lossless raster format that stands for
AI is a proprietary vector image format that image format used to display documents and Tagged Image File Format. Because of its
stands for Adobe Illustrator. The format is graphics correctly, no matter the device, application, extremely high quality, the format is primarily
based on both the EPS and PDF standards operating system or web browser. At its core, PDF used in photography and desktop publishing.
developed by Adobe. Like those formats, AI files have a powerful vector graphics foundation, but You’ll likely encounter TIFF files when you scan
files are primarily a vector-based format, can also display everything from raster graphics to a document or take a photo with a professional
though they can also include embedded or form fields to spreadsheets. Because it is a near digital camera. Do note that TIFF files can also
linked raster images. AI files can be exported to universal standard, PDF files are often the file format be used as a “container” for JPEG images.
both PDF and EPS files (for easy reviewing and requested by printers to send a final design into These files will be much smaller than traditional
printing), and also JPEG, PNG, GIF, TIFF and production. TIFF files, which are typically very large.
PSD (for web use and further editing).

15

Brand guidelines

www.cassiopeia.nl
www.caseopeia.nl
www.caseopeia.com