Style Guide- Starting a Tech Business

Brand GuidelinesThis guide is intended to protect and enhance Our brand is more than just a logotype, tagline or‘Starting a Tech Business’. Following the symbol. It’s a system of parts that work together tosuggestions and style guidelines will help people express our personality and create a memorablerecognize and remember our brand. impression. Expressing who we are consistently and accurately, differentiates ourselves and creates a strong connection with our readership community.ContentsBrand Brand Elements Applications Brand Vision Color Website Brand Values Typography Power Point Business CardsVisual Identity Logotype Copyright 2012 Cowan Publishing

Brand Brand Vision Brand Vision Brand ValuesVisual IdentityBrand ElementsApplications Starting a Tech Business puts anyone in a position to succeed in a technology-enabled business. The book sympathizes with the reader’s trepidation and curiosity about the business of technology and satisfies it by providing them a solid grounding in the business’ key foundation concepts. Brand Values engaged but not rushed clear but not pedantic positive but anchored Copyright 2012 Cowan Publishing

BrandVisual Identity Logotype LogotypeBrand ElementsApplications The logo is a simplification of the book’s coverage art. The elements function together as an illustrated logotype. The blocks imply a finite and graspable presentation of high tech’s complexities. Outside this treatment, the title of the book is rendered in the applicable type with quotes or oblique type (italics). Copyright 2012 Cowan Publishing

BrandVisual Identity ColorsBrand Elements Colors Textures Typography The dark grey below is the primary color on the book’s website. TheApplications blue below is the secondary accent color on the book itself. The red is used as an accent color on both the book and website. The book itself is printed in black while most of the type on the website is in white offset on the dark grey. Primary Colors Supporting Colors C M Y K C M Y K C M Y K C M Y K C M Y K 68 61 60 48 97 66 46 33 7 94 100 1 75 68 67 90 00 00 00 00 R G B R G B R G B R G B R G B 63 63 63 0 68 89 223 51 28 0 0 0 255 255 255 Hex Hex Hex Hex Hex 3F3F3F 4459 DF331C 000000 FFFFFF Copyright 2012 Cowan Publishing

BrandVisual Identity TexturesBrand Elements Colors Textures Typography The texture below distinguishes the uniqueness of the brand andApplications appears on the website (as background), business cards (the same), and Power Point (title page). Copyright 2012 Cowan Publishing

BrandVisual Identity TypographyBrand Elements Colors Textures Typography ‘Starting a Tech Business’ involves several different forms of media in additionApplications to much of the collateral material you’d find at a company (business cards, letterhead, etc.). This is the primary driver for the number of typefaces in use. Primary Typefaces Secondary Typefaces (web) (used for body Meridien Roman Regular 1 (used for body Arial Regular copy in book) copy on web) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !@#$%^&*()+={}<>...?:;”/| 0123456789 !@#$%^&*()+={}<>...?:;”/| The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog (used in diagrams Akzidenz Grotesk Regular (used for body Arial Bold and illustrations) copy on web) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !@#$%^&*()+={}<>...?:;”/| 0123456789 !@#$%^&*()+={}<>...?:;”/| The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog (used in diagrams Akzidenz Grotesk Bold (used for body Arial Italic and illustrations) copy on web) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 !@#$%^&*()+={}<>...?:;”/| 0123456789 !@#$%^&*()+={}<>...?:;”/| The quick brown fox jumps over the lazy dog The quick brown fox jumps over the lazy dog Copyright 2012 Cowan Publishing

BrandVisual Identity Application- BookBrand ElementsApplications Book Website On the book’s cover, you can see use of the brand’s blue color applied to type, various Cartoon typefaces, and red accent color. Power Point Business Cards Copyright 2012 Cowan Publishing

BrandVisual Identity Application- WebsiteBrand ElementsApplications Book Website On the home page for the book’s website, you can see use of brand’s dark grey primary Cartoon color, use of white type, and accents in the brand’s red. **revise w/ browser in there Power Point Business Cards Copyright 2012 Cowan Publishing

BrandVisual Identity Application- CartoonBrand ElementsApplications Book Website In the informational cartoon for the book, you can see use of brand’s dark grey primary Cartoon color and accents in the brand’s red. Though not detailed in this guide, the figures also Power Point Business Cards follow visual conventions established in the book. Copyright 2012 Cowan Publishing

BrandVisual Identity Application- Power PointBrand ElementsApplications Book Website In this presentation slide, you can see use of brand’s dark grey primary color and logo. Cartoon The title bar makes use of the brand’s dotted texture. **some kind of frame…a border Power Point Business Cards Copyright 2012 Cowan Publishing

BrandVisual Identity Application- Business CardsBrand ElementsApplications Book Website In this sample business card, you can see use of brand’s dotted texture and red accent Cartoon color. Power Point Business Cards Copyright 2012 Cowan Publishing

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Style Guide- Starting a Tech Business

by Alex Cowan on Jul 09, 2012

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