Visual Style Guide

Logo Variations

Clear Space Rules

The defined clear space indicator (the horizontal line of the spark icon) will be used to measure the correct amount of clear space surrounding the logo. Using the clear space indicator will ensure a visual balance between the logo and surrounding elements.

Minimum Size Rules

The minimum size rules for the logo prevent any loss of detail, impact, and overall quality in any application of the logo.

Typefaces

Timonium should only be used for main titles or sparingly for emphasis (see newsletter back cover).

Massilia should only be used for headings.

Kiro may be used for subheadings or used sparingly for textual emphasis within body text, such as quotes, tips, or reminders (see page 3 of newsletter).

Area Normal should only be used for body text.

Colour Palette

In this flexible colour palette, we integrated colours—that in many combinations—could be applied in a variety of ways.

High contrast is key for any application of the colour palette, but for most combinations, the colours still reflect the visual identity of Eau Claire without compromising the visibility of the content.

Generally, however, white and green are used for backgrounds, black is used for body text, and the remaining primary colours are used for main titles, headings, and subheadings.

Icons & Patterns

Patterns may be used for document backgrounds with minimal text, or within any decorative container shapes that accompany an image. Icons are to be used sparingly for any image as a decorative element and can break the image container.

Image Treament

Images are generally black and white and contain external graphic elements made of the icons, container shapes of the patterns, or translucent container shapes consistent with the colour palette. The application of these graphic elements are unique to each image.

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