CFLS_Brand_Guide_April2022

Brand Guide
April 2022

CARNEGIE FREE LIBRARY OF SWISSVALE Brand Guide Updated April 2022 1

Logos

Primary Logo Minimum Size

This is the primary logo of Carnegie Free Library The minimum logo size should be used only when
of Swissvale (CFLS.) It can only be displayed in layout space is extremely limited. Use the logo at a
the colors detailed in this brand guide. larger size whenever possible.

The minimum height is 1.5 inches in print and 108
pixels on-screen, (at 72ppi.)

1.5 inches in print

108 pixels on-screen
at 72ppi

Logo Elements

Dropped Pin Text

The logo may be broken up to highlight the When text is used alone, it should appear in
graphical representation of the dropped pin all-caps, stacked in two lines, in Dazzle Unicase
if the text is deemed redundant or otherwise Bold, as shown.
unnecessary.
Carnegie Free
Library of Swissvale

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Primary Color Palette

Hex Code R G B C M Y K

WOLVERINE BLUE

#10A1DC 16 161 220 74 21 0 0

MINT

#55BD89 85 189 137 65 0 62 0

BERRY

#A22171 162 33 113 38 100 25 4

BLACK

#000000 0 0 0 75 68 67 90

Each color is shown along with 60% and 30% tints which can also be used.

Black + White

The logo or dropped pin may be displayed in black or white when color isn’t present or the logo colors
would be difficult to see within the layout.

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Fonts

Logo Font

The fonts used in the Carnegie Free Library of Swissvale’s logo are Color Tubes, Dazzle Unicase Bold,
Acier BAT Text Solid, and Ganache Regular. Dazzler Unicase Bold is to be used when “Carnegie Free
Library of Swissvale” is represented by itself. It must appear in all-caps and stacked as specified on page
2.

Copy Font

Lato Regular is used for body copy or large amounts of text. Lato Italic should be used for emphasis. Lato
Bold and Dazzler Unicase Medium can be used for headlines and can also be used in all-caps.
Lato Medium is used for subheadings.

Lato Regular
Lato Italic
Lato Bold
Lato Medium
Dazzler Unicase Medium

If Lato is illegible or unavailable, Arial or Helvetica may be used as a substitute font.

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Logo File types and usage

There are thousands of different file types for different applications and media. This section will focus
on the five logo types included in the Carnegie Free Library of Swissvale logo deliverable package.

The logo package includes all versions of the logo on pages 2 and 3 in five different file types or formats.
The format is indicated by the letters following the dot after the file name.

Example: CFLS_Black_Logo.ai = the file format is AI.
Different formats have different qualities or characteristics that suit them best for certain uses.

.ai (AI = Adobe Illustrator Document)

Definition - Adobe Illustrator Artwork (AI) is Usage - To be honest, you should have very little
a proprietary file format developed by Adobe use for this except to just store it somewhere safe.
Systems for representing single-page vector- If at some point in the future you need to make an
based drawings in either the EPS or PDF formats. adjustment to the logo and you can’t work with
The . ai filename extension is used by Adobe original designer, someone with Adobe Illustrator
Illustrator. and the skills to use it would need this file.

.eps (EPS = Encapsulated Postscript)

Definition - EPS is a vector file format often Usage - Using EPS files for any print project will
required for professional and high-quality image yield the highest quality results and it preserves
printing. PostScript printers and image setters transparency around the subject of the file.
typically use EPS to produce vast, detailed images But it is especially useful for anything that
— such as billboard advertising, large posters, and requires scaling the logo such as signage, or large
attention-grabbing marketing collateral. advertising opportunities.

.jpg (JPG = Joints Photographic Experts Group)

Definition - JPG is a commonly used method of Usage - JPG is suitable for low resolution print
lossy compression for digital images. The term projects on a white background as it does not
“JPG” is an acronym for the Joint Photographic preserve transparency around the subject. JPG
Experts Group, which created the standard in is one of the most common file formats used on
1992. the web and is commonly used for social media
profiles, websites and other online portals.

.png (PNG = Portable Network Graphic)

Definition - PNG is short for Portable Network Usage - PNG is great for web applications where
Graphic, a type of raster image file. It’s particularly a transparent background is desired. And it also
popular file type with web designers because it retains detail better than JPG. PNG and JPG are
can handle graphics with transparent or semi- probably the most popular file formats for use on
transparent backgrounds. PNG files can handle 16 the web.
million colors — which definitely sets them apart
from most file types.

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.svg (SVG = Scalable Vector Graphics)

Definition - An SVG file, short for scalable vector and shapes based on mathematical formulas.
graphic file, is a standard graphics file type used
for rendering two-dimensional images on the Usage - SVG is infinitely scalable, so if you are
internet. Unlike other popular image file formats, finding that a PNG is getting fuzzy on the edges
the SVG format stores images as vectors, which is when scaled up , and SVG might be the perfect
a type of graphic made up of points, lines, curves solution.

Note from the original designer: Given what I know about the library’s
current digital footprint and marketing output, I imagine the vast
majority of needs will be more than adequately covered with the
JPG and PNG files. The EPS and SVG files are included for potential
scale needs, just in case.

Color Space

A color space is a specific organization of colors. The most common for branding related files like this are
RGB (Red, Green, Blue) and CMYK (Cyan, Magenta, Yellow, Black.) The files delivered to you are in RGB
as this is the what screens (computers, mobile devices, etc) are coded for. CMYK is expressly a printing
color space, but it does not apply to all printers. Most small home or office printers are digital now and
do great with an RGB file. If you are working on a larger scale project which will be printed on a 4-color
press or scaled very large, you’ll want to use a vector file (EPS) anyway that largely circumvents the color
issue.

Questions?

Contact the original designer, Sam Laffey at [email protected].

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