Indigo

INDIGO IDENTITY MANUAL

Contents

2 Introduction

3 Branding

4 Mission & Values

5 Logo

7 Preferred Usage

8 Accepted Usage

9 Incorrect Usage

10 Clear Space & Min. Size

11 Supplementary Mark

13 Color Palettes

15 Typeface

17 Applications

18 Billboard

19 Ads

21 Website

25 Email Signature

27 Stationery

29 Boathouse Signage

30 Vehicle Signage

31 Submarine Signage

33 Merchandise

T

There’s More to Explore.

Indigo Identity Manual

In today’s world a company’s graphic identity is strictly

defined by all of the visual associations with the brands name.

The impact of any logo heavily depends on consistent use

resulting in familiarity and strong impressions. Familiar logos are

not always read as words, but processed by the brain visually,

evoking a complex set of associations much more powerful

than words. The aim of this manual is to instruct on the useage

of our company’s logo to build a sold visual impression that is

consistent and therefore stronger overall.

Introduction

2

Indigo aspire to be one of the leading adventure and

aquatic research companies in the world. As a brand we

want to present an image that is both strong and unified,

that not only entices people to come close and learn more

about who we are and what we do but also to inspire

creativity, passion, optimism and fun in daily life. Layout and

apllications should be clean, forward thinking, filled with a

combination of white space and movement. We want to be

proceived as having a strong stand on where we are and

going.

Branding


As a company, we at Indigo, strive to posess and continue

to acquie over time. Leadership. Collaboration. Integrity.

Accountability. Passion. Diversity. Quality.

Values

Our Roadmap starts with our mission, which is enduring.

It declares our purpose as a company and serves as the

standard against which we weigh our actions and decisions.

To make adverture dreams a reality for the world...To inspire

moments of optimism and happiness and wonder...To

create valuable advances in aquatic research and make a

difference along the way. Our vision is to be a great place

to work where people are inspired to be the best they can

be. To bring to the world an awe inspiring once in a lifetime

experience that satisfy people’s desires and needs. Our

dream is to nurture a winning network of customers and

supporters, so together we can create an enduring value.

And be a responsible citizen that makes a difference by

helping build and support sustainable communities.

Mission

4

Please note: Colors may not vary from those listed later in this manual, please see

pg. 13 for pantone, cmyk, and rbg color codes. The logo may not be hand drawn,

scanned or modified in any way. It should be reproduced only from electronic files.

Please Note


Indigo’s logo is made up of one component, the logotype.

The style and adjustments made to the “INDIGO” text is

referred to as a logotype or logo. The logo is the core

element in our visual identity system. Its relative size,

positioning and color treatment are governed by the rules in

this guide and should be followed as such. Elements are not

to be used separately or combined with any other elements.

This signature has been specially designed for use by our

company and may not be changed in terms of pro- portion

or typeface. The logotype must be reproduced from official

artwork.

Logo

6

1

2

Preffered Usage 1 2

Primary LogoThis is the primary logo

and should be used in all

design aspects such as print,

web, etc when possible.

Please only fall back on

other design options when

necessary for quality and

specific design purposes.

TaglineThe use of the tagline,

“There’s more to explore”

may be used as a secondary

option. The only time the tag

line is permitted to be pulled

away from the logotype is

when it is used on top of

an image, see pg. 1 of the

manual as example.


Accepted Usage 3 4 5

Single ColorWe understand that the use

of a gradient fill may not be

an acceptable application

in all situations, before

defaulting to black if possible

use the medium blue

pantone as a solid fill. Please

see Color Palette section for

the code.

BlackWhen color is an option it

is the only one accepted.

The black logotype should

only be used in black and

white only circumstances.

The black should always be

used a top a white or light

background.

WhiteWhen color is an option it

is the only one accepted.

The white logotype should

only be used in black and

white only circumstances.

The white should always be

used a top a black or dark

colored background.

3

4

5

8

Incorrect Usage 1

2

OutlinesNo outlines are to be applied of any kind

under any circumstance.

Unauthorized ColorsThe use of any other pantone colors other

then the ones listed isn’t approved.

3 Incorrect GradientGradient should be the same throughout,

no other treatments applied.

4 ShearA shear or tilt in any direction should

never be applied to the logotype.

5

6

Drop ShadowNo drop shadows of any kind should be

applied for any reason.

Bevels or EmbossingThe logotype should no be edited to

reflect a bevel or any embossing.

7 OpacityThe opacity of the logotype is not

permitted to fall below 100%.

8 Bark or Busy BackgroundsThe logotype should always be seen

clearly and dramatically.

9 SpacingThe spacing between the pieces should

not be altered in any way.


Minimum SizeThe minimum-size the logo can

go is 1 inch in width for print.

In regards to on-screen uses,

the minimum-size logo should

be used is 100 pixels wide.

Clear SpaceX should always correspond

to the size of the height and

width of the O mark at the end.

Please note: The same distance

should be applied to the logo

incorporating the tagline.

x

x

xx

x

x

x x

10

Supplementary Mark-1

Asside for the primary and approved logo types the above circle has been approved for

use as a supplementary mark. This mark should never however be left alone to stand in as a

secondary logo for the brand. It should always be accomanied by the traditional logotype

setup as specified above. It is used for support only.

Please Note: This specific mark can only have a gradient, light gray, light blue or medium

blue fills. See the Color Palettes section for color codes. Opacity and rotation adjustments

are permitted and may be made on this mark.


Supplementary Mark-2

Asside for the primary and approved logo types the above wave pattern has been

approved for use as a supplementary mark. This mark should never however be left alone

to stand in as a secondary logo for the brand. It should always be accomanied by the

traditional logotype setup as specified above. It is used for support only.

Please Note: This specific mark can only have a gradient, light gray, light blue or medium

blue fills. See the Color Palettes section for color codes. Opacity and rotation adjustments

are permitted and may be made on this mark.

12

Color PalettesBlues

Color PalettesWhite/Grays

Light BluePantone 647 C

CMYK: 96, 69, 24, 7

RGB: 18, 86, 135

Medium BluePantone 654 C

CMYK: 100, 86, 33, 23

RGB: 0, 52, 102

Dark BluePantone 2768 C

CMYK: 100, 90, 40, 47

RGB: 7, 31, 70

WhitePantone 647 C

CMYK: 96, 69, 24, 7

RGB: 18, 86, 135

Light GrayPantone 7541 C

CMYK: 11, 5, 7, 0

RGB: 224, 230, 230

Dark GrayPantone 422 C

CMYK: 39, 30, 32, 0

RGB: 162, 165, 164


The gradient used in the logotype and other various aspects of supporting designs

is one of the most essential parts of the identity as a brand. The gradient settings

shown above incorporating the blue color palette seen to the left is the only

approved color application aside from other solids listed previously. No other

gradient should be used in association with out brand. It is to always be linear

and never a radial application.

Gradient

14

ITC KabelITC Kabel is the only approved secondary font, with the exception of Century

Gothic, regular or italic, in special cases. The only styles approved for usage are

book and medium. This is due to an attempt to keep the look of Indigo more

sleek throughout instead of bulky. Therefore. demi, bold and extrabold styles

may not be used.

Typefaces

Century GothicThe typeface used in the creation of the logotype is Century Gothic, bold. This

typeface is only used for the creation of the logotype, it may be used as the

secondary font only when the official secondary font, ITC Kabel is not available

or appropriate in certain circumstances. However the tagline should never be

used in this font, if used it should always be in ITC Kabel. Only the regular and

italic styles maybe used as secondary fonts.

Dark blue and dark gray from the Color Palettes are the preferred color choices

for supplementary text. However black and white are also approved in certain

circumstances. Black font may only be used on top of white or light backgrounds

and white may only be used on top of black and dark colored backgrounds.

This is to stay in keeping with Indigo’s clear and dramatic expression.

Font Colors


ITC Kabel, BookAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

123456789@#$%^*(.,;:!?)

ITC Kabel, MediumAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

123456789@#$%^*(.,;:!?)

Century Gothic, BoldAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

123456789@#$%^*(.,;:!?)

Century Gothic, RegularAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

123456789@#$%^*(.,;:!?)

Century Gothic, ItalicAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz

123456789@#$%^*(.,;:!?)

16

The following are sample situations where the

logo and brand identity has been applied to

various representational products for furthering

the presence of our company. These applications

provide visible exposure for our company

in a variety of ways including print and web.

Consistent use is essential to unify our look and

all rules and regulations identified in this manual

previously should be enforced in all instances.

Applications

Billboard


There’s more to explore.

The billboards should be a reflection of the Indigo style, both

refined and colorful. There should still he a good amount of

white space incorporated into the piece. The images, and

placement of objects may be altered but only if they are still in

keeping with the Indigo style and the restrictions defined

in this manual.

Billboard

18

THERE’S MORE TO EX PL OR E


THERE’S MORE TO EX PL OR E

There’ s More to Ex pl ore.

The above are same ads that incorporate the Indigo style.

The use approved color palettes, have a good amount of

white space, use only approved fonts and use the logotype

and secondary marks correctly. While additional or newer ads

may be incorporated they should still abide by Indigo’s

style restrictions.

Ads

20

The above are sample designs of the opening page of the

website. They alternate between a link for “adventure” and

“science”, as shown on the right. For higher quality files see

digital copies.

Website

Home

Subs

Pr es s

Ph otos

Shop

Contact

Sponsors, Partne rs , Affiliates . Sessio ns. Brochure. Contact s.

Sear ch

There ’s More to Ex pl ore.

Adventure


Home

Subs

Pr es s

Ph otos

Shop

Contact


Sear ch


Science

Home

Subs

Pr es s

Ph otos

Shop

Contact


Sear ch


Adventure

22

Home

Subs

Pr es s

Ph otos

Shop

Contact

Sponsors , Partne rs , Affiliates . Sessi on s. Brochure. Contact s.

Searc h

In the Press.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Proin ipsum metus, luctus et sagittis id, venenatis et

justo. Maecenas ac orci ipsum. Mauris placerat, quam ac dignissim euismod, odio mauris sodales leo, at

vulputate mi tellus ac nisi. Nam iaculis, enim enim nec ullamcorper aliquam, lorem dui tempor nulla, ut

scelerisque ligula massa at erat. Nam facilisis convallis nisi et ultrices. Morbi eget nibh est, eget tempus sem.

To read full article please click here: New York Times - Deep Diving

The New York Times.

Date: Nov. 15th, 2011

Section: Technology

Article: Deep Driving

Author: John Hancock

New York Times

USA Today

Boston Globe

The Post

Sponsors , Partn er s, Affiliate s. Sessio ns. Brochure. Contac ts .

Searc h

Our Submarines .

The Voyagern. This submarine is designed to hold two passangers and a pilot while exploring the depths of the

ocean. The voyager can travel as deep as 3300 feet (1000m) below the water’s surface. So whether your aim is

to experience an unforgettable underwater adventure or purse marine science research the Voyager can and will

accomidate. This 1 ton beauty will get you to the depths your heart desires.

Phasellus quis risus in dui fermentum tincidunt. Suspendisse a risus quis arcu venenatis pretium. Praesent ut

leo nulla, vel consequat felis. aliquam. Phasellus quis risus in dui fermentum tincidunt. Suspendisse a risus quis

Quick Facts.

Passangers: 3

Weight: 1 ton

Travel: 3300 feet

Home

Subs

Pr es s

Ph otos

Shop

Contact

The Voyager

The Xpedition

Supporting PgsSupportin pages should include Subs, Press, Photos, Shop,

and Contact. The colors and style of the website should

remanin consistent with the brand identity and standards.


The above are all samples of

supporting pages for the wesite.

Once again, for higher quality

images please see digital files.

Style should be consistent.

All images used in coporation

with the webpages should have

the same tonality as the color

and shading used previously and

throughout or manual.

24

John SmithCreative Director

P 123-456-7890F 098-765-4321E [email protected]


Above is the approved email signature. The Indigo logo should always be

placed first on the left, so it is seen first when reading left to right. A thin bar

should divide the logotype from the personal information. The ending of the bar

should coincide with the bottom of the listed information. Name is shown in ITC

Kabel Medium, followed by title in ITC Kabel Demi. A space would separate the

name and title from additional information such as phone number, fax number,

email and website. Colors chosen from palette, however logo must always be

the primary gradient fill. The addition of the secondary wave mark is optional.

This is the only mark that is permitted to accompany the signature.

Email Signature

NameTitle

PhoneFaxEmailwebsite

Breakdown of Information

26

Date

Name

Address

City, State, Zipcode

Dear Recipient,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec libero ante, adipiscing vel vulputate et,

condimentum consequat tortor. Aliquam tempor lacinia odio sit amet faucibus. Phasellus mollis hendrerit

dui, suscipit bibendum mauris semper posuere. Ut sit amet dolor et leo sagittis lobortis in nec dolor. Sed

tortor tortor, pellentesque id vehicula nec, aliquet pharetra ligula. Maecenas non nisl non magna feugiat

ornare. Donec sodales quam vel purus bibendum varius.

Aliquam pretium, mauris quis ultrices pretium, nulla libero commodo orci, in porttitor lectus odio ut

tortor. Nullam turpis purus, elementum sed pellentesque eget, consectetur eget eros. Nulla vel auctor

lectus. Suspendisse quis eros nunc, non vestibulum sapien. Phasellus consequat quam vel lorem porta

non semper enim pulvinar. Cras sit amet tellus et felis pulvinar fermentum. Donec tellus odio, egestas vitae

tincidunt at, accumsan quis leo.

Sed pellentesque est et nisi mollis pharetra. Quisque felis enim, rutrum non sollicitudin euismod, hen-

drerit a neque. Donec facilisis fermentum lorem eget tempor. Cum sociis natoque penatibus et magnis

dis parturient montes, nascetur ridiculus mus. Morbi feugiat elementum arcu, et semper lectus aliquet

quis. Maecenas id orci eu tortor sollicitudin dapibus. Maecenas nisi turpis, laoreet vel scelerisque eget,

ullamcorper at nibh. Sed et felis quam. Nam diam leo, posuere sed faucibus non, viverra ac felis. Integer

sagittis, leo blandit viverra mattis, eros risus ornare orci, in dictum velit eros porttitor mi. Vivamus aliquet

libero ut lectus blandit tempus. Nullam vehicula ultricies leo, semper suscipit risus mollis et. Aenean varius

luctus molestie. Maecenas consequat, dolor bibendum convallis posuere, mi sapien tristique neque, vitae

egestas massa lacus quis turpis. Pellentesque in augue non quam porttitor sagittis a at nisl.

Sincerely,

John E. Smith

1234 Wave Way San Diego, CA 45678

Stationary


Please see samples on this page for stationary format. Format

for any of these items should not deviate from the template.

The font in all usage is ITC Kabel use either a 14 pt font sizing

with 23 pt leading or 10 pt font sizing with 16 pt leading for

information given in these documents, this maintains a unified

look.

Stationary

Name (First and Last)Address Line 1Address Line 2

1234 Wave Way San Diego, CA 45678

John SmithCreative Director

P 123-456-7890F 098-765-4321E [email protected]

28

Boathouse Signage

1

32

1. BoathouseTop of boathouse painted

light gray see Color Palettes for

pantone and color code, lower

painted white. Gradient logotype

placed right of the window.

Gradient secondary wave placed

on door descending into the

water.

2. Metal Wall GraphicThis is a metal wall graphic that

is raised off the wall. The front

has the gradient logo printed

on it. This graphic would be

used around the boathouse, in

places such as the office, garage,

science labs, etc.

3. Light FixturesThe above light fixtures above

would be used around the

boathouse as indoor and

outdoor lighting. It is made

out of a luminescent material

the bottom panel being white

with the top incorporating the

gradient fill.


Official Indigo vehicles provide visible exposure for

the brand around town. The consistent use of the

visual identity on cars and trucks helps to unify our

fleet. The vehicles feature the wave secondary mark

in light gray displayed horizontally and the gradient

logotype will be placed on top on the driver and

passenger side doors. On vehicles with a dark base

paint color, the signature appears in the gradient

blue. On vehicles with a light base paint color, the

signature appears in the gradient blue.

Vehicle Signage

30

Submarine Signage

The VoyagerThe Voyager is a submarine targeted more towards

the individual/family adventures. It is designed for thrill

seekers to fulfill their fantasies. The gradient is ap-

plied horizontal instead of vertical and this is the only

exception that may be made with the direction of the

gradient, the reason for this is to cause the impression

of both forward and downward movement. Logotype

and sub type must be white.

VOYAGER


The XpeditionThe Xpedition is a submarine targeted more towards

the scientific researchers. It is designed for student

and scientific studies to be conducted. The gradient

wave mark is applied horizontally on this sub with the

logotype and name applied in white.

32

MerchandiseTops

MerchandiseSweats


MerchandiseAll merchandise must still reflect the same color palette and approved logotype standards

as stated previously in this manual. Secondary marks may also be used on these items

when held to their standards. The logotype may also be put on a 90 degree rotation on

merchandise but this is the only exception.

MerchandiseFlip Flops

MerchandiseDrinkware

34

MerchandiseKeychains

MerchandiseLicense Plate

MerchandiseHat


Indigo

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