brand guidelines
Welcome to our brand guidelines, a digital tool we’ve created to help make it a little easier for you to maintain our brand.
Here you'll find the foundational elements that create our Artisan Distributing brand identity. Consistency is key in keeping our brand presence strong. Consistent and repetitive usage of these elements will create lasting recognition and a memorable connection with our audience.
logo
Our logo is the most important representation of the Artisan brand and may be used in two formats.
PRIMARY LOGOS
Our primary logo contains the Artisan name with integrated octopus while the logo symbol contains only the octopus emblem.
LOGO
As often as possible, our logo should be used in full color over a white background. The logo may also be used in each of the blue brand colors. Black and white logos are used when color is not applicable.
SYMBOL
There are instances where the logo symbol may be used on its own. Careful consideration should be taken when using the symbol instead of the master logo. To help decide, ask yourself: Will my audience know the octopus represents Artisan? Is the written name “Artisan” in close enough proximity for reference? The symbol may be used for social media profile avatars, internal branded schwag, and for secret society branded collateral.
CIRCLE SYMBOL
The octopus logo symbol is also provided in a circle lockup to use as desired.
CORRECT LOGO USAGE
- Whenever possible, use full color over a white background
- The Marine version of the logo may be used with its contrasting brand color
- The Arctic version of the logo may be used with its contrasting brand color
- Example of using a solid-colored version of the symbol
INCORRECT LOGO USAGE
- Never change the color(s) of the logo
- Never use non-brand colors for logo background
- Never use the logo text by itself
- Never mix the symbol and logo text
COLOR
Our brand color palette is cool and refreshing. While nautical, it also conveys a light and refreshing feel.
PRIMARY COLORS
Marine Navy and Arctic Blue are our primary brand colors. Each may be used often and in tandem.
SECONDaRY COLoR
Ice Grey is used to help break up white space when needed in backgrounds.
COLoR USaGE RATiO
This ratio shows how much you should use each of our brand colors. Marine Navy and Arctic Blue are used most often, whereas Ice Grey is used only when needed.
typography
‘Proxima Nova Condensed’ is our brand font and should be used as often as possible. This font is simple, bold, impactful and pairs well with our logo. We use the Black Italic and Regular font weights most often. Headlines and CTAs should always be italicized.
primary font
display headline.
Secondary Headline.
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