In early 2014, Skout It helped launch Monogram Decor for Courtney Lake Interior Design. Our scope included naming the firm, branding, website design, and email marketing.

1. BRAND STYLE GUIDE

2. CONTENTS
Unacceptable Logo Usage
Logo & Icon Minimum Size
Logo & Icon Clear Space
The Logo & Icon
6
Secondary Graphic Usage
Secondary Graphic
8
Acceptable Logo Usage 5
7
4
3
2
Logo & Icon Applications
About Monogram 1
Primary Print Typeface 10
Color Palette
Secondary Graphics
Color Palette 9
Typography
AMONOGRAM BRAND ST YLE GUIDE

3. ABOUT MONOGRAM
1MONOGRAM BRAND ST YLE GUIDE
Monogram Decor is my attempt at making an indelible
imprint on the design landscape. It encompasses my
design firm (Courtney Lake Interiors) , my staging and
photo styling business (CLIC) and lifestyle
writing/speaking engagements. It’s a young and fresh
approach to decorating that doesn’t worry about
perfection. It’s about allowing the best of the client
to shine in whatever project we are working on.
“Progress is impossible
without change, and
those who cannot change
their minds cannot
change anything.”
- George Bernard Shaw

4. The Monogram logo is a symbol of elegance and
precision. The logo has two different versions, a
positive and reverse. Use each one independently.
Position, sizing, color, and the proportions of the
logo are predetermind and should never, under any
circumstances, be altered.
In certain situations, the logo icon can be
utilized on its own. Be advised the icon should
be accompanied by the full Monogram logo.
When color is not available, the logo can be changed
to grayscale or black. Preferably, use the Monogram
gray as listed on page 10.
2MONOGRAM BRAND ST YLE GUIDE
THE LOGO & ICON

5. The clearspace for the full logo applies
to the icon as well.
Clear space is the area around the logo
that should be free of all other symbols, text or
other graphic elements.
Clear space is defined by the height of “m” in the
logo. A minimum clear space requirement has been
established to ensure the clarity of the Monogram logo.
3MONOGRAM BRAND ST YLE GUIDE
LOGO & ICON CLEAR SPACE

6. Minimum size refers to the smallest size at which
the Monogram Logo may be reproduced and
still maintain legibility. Don’t forget to constrain
proportions when scaling the logo, small or large.
To ensure its legibility, the minimum reproduction
size of the Monogram Logo is .38” x 1.75” for print
applications. The size needs to be increased for web
applications. The dimensions are 48 px x 168px
for web and electronic media.
4MONOGRAM BRAND ST YLE GUIDE
LOGO & ICON MINIMUM SIZE
.38”.38”
1.75” .38”
48px48px
168px 48px

7. 5MONOGRAM BRAND ST YLE GUIDE
ACCEPTABLE LOGO & ICON USAGE
Utilize the positive version
on white backgrounds.
Scale the logo proportionally.
Utilize the reverse version
on solid colored backgrounds.
Darker, solid colored
backgrounds work best.
Include the icon to reinforce the brand. The icon should be used as a secondary logo, meaning
the main Monogram logo should also be included in the design (where applicable).
This is some dummy text. Perhaps
a description of something and
some words about another thing.

8. NOTE: SOME, NOT ALL, COMMON MISUSES ARE SHOWN ON THIS PAGE.
6MONOGRAM BRAND ST YLE GUIDE
UNACCEPTABLE LOGO USAGE
Don’t make the seperate elements
of the logo different colors.
Don’t rearrange individual
logo elements.
Don’t use the positive logo over any
colored or textured background.
Don’t scale the signature
unproportionally.
ALL OF THESE
RULES CAN BE
APPLIED TO THE
ICON AS WELL.

9. The secondary graphic for the Monogram brand is this
dynamic and flexible pattern. It can be incorporated
into any design, or left out for a more clean look.
The pattern must touch at least two corners of the
page. Try not to create any distracting points of
conflict around the edges. The pattern can be scaled
accordingly to meet design needs.
7MONOGRAM BRAND ST YLE GUIDE
SECONDARY GRAPHIC
FULL PATTERN SHOWN

10. Above is a good example of incorporating the pattern
into a design. The pattern reaches at least two
corners and no unfinished edges are showing. The
composition, overall, is nice with no visual tension.
Here is an example of what not to do with the
secondary graphic in a design. The edges of the
pattern are showing, there are several points of visual
tension and the logo is hard to read. Always keep in
mind the clear space for the logo.
8MONOGRAM BRAND ST YLE GUIDE
SECONDARY GRAPHIC USAGE

11. MONOGRAM GREY
CYMK:
58,42,35,5
RGB:
117,130,142
HEX:
75828E
The primary color palette for the Monogram brand
consists of two bold colors. Using white to accompany
these colors will make the brand stand out.
With every design comes the opportunity to
include some other secondary colors, but sticking
to the primaries will carry our brand. Secondary
colors should be deep, and rich in saturation.
No pastels or cream tones.
9MONOGRAM BRAND ST YLE GUIDE
PRIMARY COLOR PALETTE
RGB:
HEX:
MONOGRAM BLUE
CYMK:
99,72,19,4
0,84,141
00548D

12. Electronic communications (e.g. Word documents
and Powerpoint presentations) may utilize the
same typeface. For web, If Avant Garde Gothic is not
available, a generic san serif may be used.
The Avant Garde Gothic family is the primary typeface
for all our brand communications. A variety of weights
shown above will provide versatility and flexibility in
layouts. Different weights can be applied depending
on the paper material, layout, and overal design.
ITC AVANT GARDE GOTHIC
Ab
Medium 8pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
1234567890
Super 8pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
1234567890
Demi 8pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
1234567890
Book 8pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
1234567890
Extra Light 8pt
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwzyz
1234567890
PRIMARY PRINT TYPEFACE
10MONOGRAM BRAND ST YLE GUIDE