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ELRO

Logo files, brand kit and style guideA style guide at the heart. Every file around it.

Your brand pack is built around one style guide, then every asset you need to put it to work.

BRAND STYLE GUIDEv1.0Lantern BakeryLOGO VARIATIONSLantern BakeryLantern BakeryLantern BakeryCOLOUR PALETTE#B45309#2B1708#DCAA7D#FDF1DCTYPOGRAPHYAaHeading typefaceBody text is calm, clear and easy to read.CLEAR SPACE · MINIMUM SIZE · USAGE

Example style guide for a fictional brand, drawn for this page. Yours is built from the design you approve.

Brand style guide contentsThe rulebook for your brand.

One document that shows how your brand looks and how to use it, so a printer, a developer or a new hire gets it right without asking. It is built from your approved design, never redrawn.

  1. 1

    Brand overview

    Who the brand is and how it should feel, in a page.

  2. 2

    Logo layouts and variations

    Horizontal, stacked and symbol, and which version to use on light, dark and busy backgrounds.

  3. 3

    Symbol

    The symbol on its own, and when to use it.

  4. 4

    Clear space

    The breathing room to leave around the logo.

  5. 5

    Minimum size

    The smallest the logo can go and stay clear.

  6. 6

    Colour palette

    Each colour with its name, HEX and RGB.

  7. 7

    Typography

    Your typefaces, how to use them, and safe fallbacks.

  8. 8

    Background usage

    What works on which background colour.

  9. 9

    Incorrect usage

    Common mistakes to avoid, such as stretching or recolouring.

  10. 10

    Digital usage

    Using your brand on screens: web, social and email.

Logo files, icons and colour paletteEverything else in the download.

Every identity gets the same three layouts, each in ten treatments: 30 logo versions, each as SVG, PNG and PNG @2x. All are made from the same approved design and checked before you can download them.

  • Horizontal

    The symbol beside the name, for headers and wide, short spaces.

  • Stacked

    The symbol above the name, for sign-in screens and large uses.

  • Symbol

    The symbol on its own, for profile pictures, stickers, stamps and favicons.

The ten treatments

Every layout comes in each of these, so you always have the right version for the background.

The ten treatments every logo layout comes in, what each looks like and what it is for
TreatmentWhat it looks likeWhat it is for
Brand colourYour colour symbol with the name in inkLight surfaces. Transparent.
ReversedYour accent-colour symbol with a white nameDark surfaces. Transparent.
Brand monochromeEverything in your primary colourOne-colour jobs in your brand colour. Transparent.
InkEverything in your ink colourOne-colour print on light paper. Transparent.
BlackEverything in blackBlack-only printing, stamps and engraving. Transparent.
WhiteEverything in whiteDark backgrounds and photography. Transparent.
On light backgroundFull colour on your surface colourA ready-made tile for light spaces.
On dark backgroundAccent symbol and white name on your ink colourA ready-made tile for dark spaces.
Light monochromeBlack on whitePlain documents and forms.
Dark monochromeWhite on your ink colourDark one-colour jobs.

And around the logos

The other files in an ELRO brand pack, with where they are, their formats and what each is for
ItemFormatsWhereWhat it is for
Brand guidelinesPDFBrand-Guidelines.pdfThe rulebook for using everything in the pack, described on this page.
Style guide cardPNGSVGguide/Your identity on one page, with the approved concept beside it for reference.
App iconsPNGSVGicons/Brand, dark and light versions from 16 to 1024 pixels, for app stores, home screens and social profiles.
Rounded iconsPNGSVGicons/Transparent rounded-square icons at 512 and 1024 pixels.
FaviconsICOicons/Browser-tab icons in several sizes, one for each treatment.
Colour tokensCSSJSONbrand-tokens.css, brand-colours.jsonYour four colours as code, for a developer to drop in.
Fontsfonts/Your typeface file and its licence, where the licence allows it.
Asset indexCSVasset-index.csvA list of every file in the download, so nothing gets lost.
Read meMDREADME.mdA short tour of what is in the download and when to use each treatment.

Typefaces come from an open-licence catalogue. Font files are included only where the licence allows it.

Brand pack downloadOne tidy ZIP.

Folders are named so anyone can find the right file. ELRO does not provide trademark clearance, so search for conflicts before you register or rely on your identity commercially.

your-project-brand-pack.zip
  your-brand-brand-pack/
    README.md
    asset-index.csv
    brand-tokens.css
    brand-colours.json
    Brand-Guidelines.pdf
    guide/
    logos/
      horizontal/
      stacked/
      symbol/
    icons/
    fonts/

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