FireAvert_Brand_Foundation

F I R E AV E R T S T Y L E G U I D E

FIRE AVERT
BRAND FOUNDATION
© FIRE AVERT, LLC. All Rights Reserved
2
Prevent Stove Fires...
Peter Thorpe, a firefighter, was inspired to create a solution to prevent stove fires after
attending many home fires caused by unattended cooking. Fire Avert is that solution.
Fire Avert saves homes and peoples lives. The Fire Avert brand is inspired by the
people that have lost their homes and the brave firefighters that risk their lives each day.
YOUR NEW BRANDGET INTO IT

FIRE AVERT
BRAND FOUNDATION
3
YOUR NEW BRANDENJOY IT

FIRE AVERT
BRAND FOUNDATION
4
It is important to give the FIRE AVERT
logo appropriate breathing room on
any given application. The examples
to the left show the acceptable area of
isolation.
YOUR NEW LOGOLET IT BREATHE

FIRE AVERT
BRAND FOUNDATION
5
BRAND COLORSTHE REAL BEAUTY BEHIND THE BRAND
Firetruck Red
C 0
M 100
Y 100
K 0
HEX ED1C24
R 237
G 28
B 36
Smokey Grey
C 47
M 39
Y 39
K 3
HEX 8E8E8D
R 143
G 142
B 142
Fire Gear Grey
C 0
M 0
Y 0
K 20
HEX D1D2D4
R 209
G 211
B 212
60% Color Usage 20% Color Usage 20% Color Usage
Firetruck Red
Inspired by the deep, eye catching
firetruck red
Smokey Grey
Inspired by the gloomy cloud of
smoke put off by fires
Fire Gear Grey
Inspired by the soot gear firefighters
use

FIRE AVERT
BRAND FOUNDATION
6
When applying your new logo to dark photography use the white version with a drop shadow.
A blending mode set to multiply with the opacity set to 75%, 0 offset and a size of 0.0694
respectivly.
When applying your new logo to light photography use the red version in a light area of the
photo.
APPLYING YOUR LOGOTHIS IS WHEN IT GETS REAL

FIRE AVERT
BRAND FOUNDATION
7
PRIMARY LOGO DON'TSWHAT NOT TO DO
The examples above show improper usage of the FIRE AVERT
logotype. Under no circumstances should these examples be
reproduced or published.
Do not alter colors of the logotype
Do not alter the scale or placement of any elements within the logotype
Do not outline or skew the logotype

FIRE AVERT
BRAND FOUNDATION
8
PHOTOGRAPHYLIFESTYLE IMAGES
FireAvert lifestyle photography gives the
consumer a feeling of peace and no worries. A
family or person(s) relaxing should be used to
depict that sense of security.
Use CMYK color mode for print and RGB color
mode for web. Converting a lifestyle photo to
greyscale mode is acceptable.

FIRE AVERT
BRAND FOUNDATION
9
Now that you have the assets and materials you need to give your new brand life the
very first thing you need to do is save this! Save it on your computer, put it on a virtual
cloud based drive as well in case your computer blows up... it happens.
Next is to get your new brand on all of your digital and print materials. Give this file to
your designers, marketers or whoever is responsible for creating your customer facing
materials.
Remember to always use this document as the "original." People will move, skew,
delete, change something as simple as your logo. Whenever you are producing
something new, use the logos, colors, and other assets from this file. This will keep your
brand consistent and organized.
WHAT TO DO NOWPUSH IT OUT OF THE NEST AND LET IT FLY

FIRE AVERT
BRAND FOUNDATION
10
STATIONERYSHOW IT OFF
April 13, 2013
Scott Sorenson
Copper Urban
145 Clove Road
Staten Island, NY 10310
Dear Sott,
The true test of any letterhead design is not how it looks when it is blank, but how it
functions when a letter is actually composed on it. A well conceived letterhead design should
enhance your message, not compete with it. This layout was designed to provide both a
clean, professional look and serve as a guide for setting up your business communications,
regardless of length.
Congratulations again on your new logo! We wish you the best of luck in your business
endeavors.
Sincerely,
Copper Urban
STOVE
Scott Sorensen
Marketing Director
Office: 801.222.5567
Cell: 801.222.5567
Email: scott@fireavert.com
Fire Avert Office
1324 E 7014 S,
Orem, UT 84001

FIRE AVERT
BRAND FOUNDATION
11
ARIAL MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
BRAND TYPOGRAPHY
Helvetica Neue is a sans-serif typeface with
innovative, clean and simple characteristics
that echo elements within the FIREAVERT
logotype.
Arial is only to be used for applications
where Helvetica is not suitable, e.g. HTML
text.
Helvetica Neue Light
1234567890
Helvetica Neue Regular
1234567890
Helvetica Neue Medium
1234567890
Helvetica Neue Bold
1234567890
Century Gothic Regular
1234567890
Century Gothic Italic
1234567890
Century Gothic Bold
1234567890
Century Gothic Bold Italic
1234567890
ARIAL ITALIC
1234567890
PRIMARY FAMILY / HELVETICA NEUE SUPPLEMENTAL DISPLAY FAMILY / CENTURY GOTHIC
SUPPLEMENTAL WEB FAMILY / ARIAL
ARIAL BOLD
1234567890
ARIAL BOLD ITALIC
1234567890
Helvetica Neue can be purchased and
downloaded from myfonts.com.
https://www.myfonts.com/fonts/linotype/
neue-helvetica/

FIRE AVERT
BRAND FOUNDATION
12
WEB ASSETSTYPOGRAPHY
Century Gothic Regular
1234567890
Century Gothic Italic
1234567890
Century Gothic Bold
1234567890
Century Gothic Bold Italic
1234567890
ARIAL MEDIUM
1234567890
ARIAL BOLD
1234567890
ARIAL ITALIC
1234567890
ARIAL BOLD ITALIC
1234567890
WEB DISPLAY FAMILY / CENTURY GOTHIC SUPPLEMENTAL WEB FAMILY / ARIAL
Arial is only to be used for applications
where Helvetica is not suitable, e.g. HTML
text.
Century Gothic can be purchased and
downloaded from myfonts.com.
http://www.myfonts.com/search/
century+gothic/fonts/

FIRE AVERT
BRAND FOUNDATION
13
WEB ASSETSMAKE IT LOOK GOOD
Header:
Firetruck red for header,
buttons, and call to action titles.
Title Header:
Century Gothic Regular font.
Font size 42-62pt. Use white font
on dark background and grey
font on white background.
Subtext:
Century Gothic regular font. Font
size 17pt. Use white font on dark
background and grey font on
white background.
Subject Spacer:
Different colors separate topics.
Buttons:
White button for informational
selection.
Red button for call to action
selection.
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FIRE AVERT
BRAND FOUNDATION
14
COMPLETE SITE REDESIGN

FIRE AVERT
BRAND FOUNDATION
15
IN REGARDS
Thank You
for following the Fire Avert design guidelines. Using the brand base foundation is
key to bringing brand identity to current and future customers.

FireAvert_Brand_Foundation

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