This document provides branding guidelines for City-Hydroponics, LLC that are still a work-in-progress as of May 12, 2013. It outlines existing and potential taglines, specifications for the signature logo including allowed colors and formats, guidelines for using brand colors and backgrounds, options for icons/marks, and typography standards. The signature, icons, and all graphical elements must be used precisely as described to maintain a consistent brand identity.

1. BRANDING GUIDELINES
WORK-IN-PROGRESS
The contents of this document represent a compilation of design
guidelines for the future identity of City-Hydroponics, LLC.
As of 05.12.2013 the following standards are still in the process of being finalized.

2. BRANDING GUIDELINES [05.12.2013]
TAGLINES
EXISTING & SHOULD MOST LIKELY CONTINUE TO BE USED:
“INNOVATIVE URBAN FARMING”
INTRODUCED IN INFORMATIONAL PAMPHLET:
“We want to help you add a little
green to your City + your Lives.”
page 01

3. BRANDING GUIDELINES [05.12.2013]
SIGNATURE
The signature is comprised of a custom typographical treatment for the name
“City-Hydroponics.” It currently lives in the form of either: (1) an isolated
“city-Hydroponics” text, or (2) aforementioned text that is supplemented with a
monochromatic “sprout” graphic of the same color.
Form 1:
Form 2:*
*The right-hand iteration of Form 2 interested the client, but the condition of the “city” text living on top of the
extended line of the “H” still needs to be addressed if it is to be used.
page 02

4. BRANDING GUIDELINES [05.12.2013]
INCORRECT USAGE
The signature should never be represented in different proportions or configurations. Colors other than the brand’s corporate colors should never be used;
use of more than one color at a time is non-negotiable.
NO
NO
NO
NO
NO
NO
NO
NO
NO
NO
page 03

5. BRANDING GUIDELINES [05.12.2013]
BRAND COLORS
city-Hydroponics’ primary logotype color is white, but the following colors are
the colors that currently are heavily utlilized in both print and electronic media.
(NOTE: RGB values are preferred values; others are provided for convenience.)
PMS 425C
RGB 93 / 93 / 93
CMYK: 62 / 54 / 53 / 26
HEX: #5D5D5D
xxxxxxxxxxxxx
PMS 123C
RGB 251 / 197 / 48
CMYK: 62 / 54 / 53 / 26
HEX: #FEC530
BRANDING GUIDELINES
PMS 576C
RGB 128 / 158 / 62
CMYK: 55 / 22 / 100 / 3
HEX: #809E3E
page 04
PMS 425 C
PMS 123 C
PMS 576 C

6. BRANDING GUIDELINES [05.12.2013]
BRAND BACKGROUNDS
In addition to the aforementioned Brand Colors, city-Hydroponics employs the
use of various colored backgrounds. These backgrounds [when used in sequence]
are used to portray a progression of time; from brighter/earlier to darker/later.
(NOTE: RGB values are preferred values; others are provided for convenience.)
PMS 7458 C
RGB 110 / 186 / 204
CMYK: 55 / 9 / 16 / 0
HEX: #6EBACC
PMS 628 C
RGB 179 / 218 / 227
CMYK: 28 / 3 / 8 / 0
HEX: #B3DAE3
PMS 628 C
PMS 543 C
RGB 165 / 192 / 228
CMYK: 34 / 17 / 0 / 0
HEX: #A5C0E4
PMS 543 C
PMS 7681 C
RGB 143 / 158 / 208
CMYK: 44 / 33 / 0 / 0
HEX: #8F9ED0
PMS 7681 C
PMS 7455 C
RGB 69 / 92 / 171
CMYK: 82 / 71 / 0 / 0
HEX: #455CAB
page 05
PMS 7458 C
PMS 7455 C

7. BRANDING GUIDELINES [05.12.2013]
ICON / MARK
The icon currently comprises of either (1) the city-Hydroponics “sprout” graphic,
or (2) a custom typographical treatment for the capital “H”. Whatever the medium
or material used, all graphic elements of the icon must be present and maintained
the same.
SPROUT GRAPHIC:
CUSTOM CAPITAL “H”:
page 06

8. BRANDING GUIDELINES [05.12.2013]
BRAND COLORS
city-Hydroponics’ primary icon color is white, but the following colors are the
colors that currently are heavily utlilized in both print and electronic media.
(NOTE: RGB values are preferred values; others are provided for convenience.)
PMS 425C
RGB 93 / 93 / 93
CMYK: 62 / 54 / 53 / 26
HEX: #5D5D5D
PMS 123C
RGB 251 / 197 / 48
CMYK: 62 / 54 / 53 / 26
HEX: #FEC530
PMS 576C
RGB 128 / 158 / 62
CMYK: 55 / 22 / 100 / 3
HEX: #809E3E
PMS 425C
RGB 93 / 93 / 93
CMYK: 62 / 54 / 53 / 26
HEX: #5D5D5D
PMS 123C
RGB 251 / 197 / 48
CMYK: 62 / 54 / 53 / 26
HEX: #FEC530
PMS 576C
RGB 128 / 158 / 62
CMYK: 55 / 22 / 100 / 3
HEX: #809E3E
page 07
PMS 425 C
PMS 123 C
PMS 576 C
PMS 425 C
PMS 123 C
PMS 576 C

9. BRANDING GUIDELINES [05.12.2013]
TYPOGRAPHY
OPEN SANS
Primary typeface. The variety of weights, styles and alternate characters make it versatile
in any medium or application.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678!$%&*()
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678!$%&*()
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678!$%&*()
ALLAN
SECONDARY/HEADER TYPEFACE. IT IS ONLY INTENDED TO BE USED IN ITS *UPPERCASE* AND *BOLDED* FORM. [NO EXCEPTIONS]
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678!$%&*()
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
12345678!$%&*()
page 08