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Created by Liquified Agency June 06 2023 Version 1 0 Brand Guidelines
Liquified Agency Brand Guidelines CONTENTS 2 CONTENTS 3 01 Our Brand 4 Brand Identity 5 Brand Vision Mission 6 02 The Logo 7 Primary Logo 8 Wordmark 9 Brandmark 10 Logo Size Specs 11 Incorrect Logo Usage 12 03 Color 13 Primary Color Pallet 14 Secondary Color Pallet 15 Color Rules 18 Gradients 19 Annotation Marks 20 04 Typography 21 Primary Font 23 Accent Font 24 Contact
Liquified Agency Brand Guidelines CONTENTS Tem andis iduciatem experia dionsero to que ea 3 cus prem as escidia eum eat endit qui quaspicia consequi tem expla sita plam nestis quost lit hiliquas dolor apide eumet que volorer iassimus ditem re volorro Arumquae rem ex et ut quibus et vendige Our Brand
Liquified Agency Brand Guidelines OUR BRAND 4 BRAND IDENTITY Tem andis iduciatem experia dionsero to que ea cus prem as escidia eum eat endit qui quaspicia consequi tem expla sita plam nestis quost lit hiliquas dolor apide eumet que volorer iassimus ditem re volorro Arumquae rem ex et ut quibus et vendige Tem andis iduciatem experia dionsero to que ea cus prem as escidia eum eat endit qui quaspicia consequi tem expla sita plam nestis quost lit hiliquas dolor apide eumet que volorer iassimus ditem re volorro Arumquae rem ex et ut quibus et vendige Tem andis iduciatem experia dionsero to que ea cus prem as escidia eum eat endit qui quaspicia consequi tem expla sita plam nestis quost lit hiliquas dolor apide eumet que volorer iassimus ditem re volorro Arumquae rem ex et ut quibus et vendige
Liquified Agency Brand Guidelines OUR BRAND 5 BRAND VISION Tem andis iduciatem experia dionsero to que ea cus prem as escidia eum eat endit qui quaspicia consequi tem expla sita plam nestis quost lit hiliquas dolor apide eumet que volorer iassimus ditem re volorro Arumquae rem ex et ut quibus et vendige Tem andis iduciatem experia dionsero to que ea cus prem as escidia eum eat endit qui quaspicia consequi tem expla sita plam nestis quost lit hiliquas dolor apide eumet que volorer iassimus ditem re volorro Arumquae rem ex et ut quibus et vendige Tem andis iduciatem experia dionsero to que ea cus prem as escidia eum eat endit qui quaspicia consequi tem expla sita plam nestis quost lit hiliquas dolor apide eumet que volorer iassimus ditem re volorro Arumquae rem ex et ut quibus et vendige BRAND MISSION Tem andis iduciatem experia dionsero to que ea cus prem as escidia eum eat endit qui quaspicia consequi tem expla sita plam nestis quost lit hiliquas dolor apide eumet que volorer iassimus ditem re volorro Arumquae rem ex et ut quibus et vendige Tem andis iduciatem experia dionsero to que ea cus prem as escidia eum eat endit qui quaspicia consequi tem expla sita plam nestis quost lit hiliquas dolor apide eumet que volorer iassimus ditem re volorro Arumquae rem ex et ut quibus et vendige
Liquified Agency Brand Guidelines CONTENTS Our logos are a collection of symbols and graphics 26 marks made to identify us as an agency 02 LOGO The Logo
Liquified Agency Brand Guidelines LOGO This is the Liquified Agency s primary logo It consists of a custom 7 handwritten Liquified that reinforces our approachable brand identity as an agency Liquified is also the most used and simplified version of our name by many of our long standing clients which is why it is the main focal point of our logo The AGENCY consists of the typeface Bw Modelica It paired with the handwritten Liquified provides a juxtaposition between very organic shapes and modern geometric type The playful underline can also be used in any of our brand colors This is the preferred logo PRIMARY LOGO
Liquified Agency Brand Guidelines LOGO This is the Liquified Agency s secondary wordmark logo It consists 8 of a custom handwritten Liquified that reinforces our approachable agency identity Liquified is also the most used and simplified version of our name by many of our long standing clients The playful underline can also be used in any of our brand colors To be used when the logo appears in a smaller scale AGENCY is not legible WORDMARK
Liquified Agency Brand Guidelines LOGO Liquified Agency s brandmark consists of the Liquified L This 9 creates a recognizable strong and compact brand element to communicate with This brandmark will be used on small digital and printed surfaces BRANDMARK
Liquified Agency Brand Guidelines LOGO We like our logo to be easy to read Keep the size legible and always 10 give it breathing room How much space does the logo need exactly Half the height of the logo on every side LOGO CLEARANCE ZONES MINIMUM LOGO WIDTHS Screen 95 pixels Print 9 inches Screen 15 pixels Print 15 inches
Liquified Agency Brand Guidelines LOGO These are examples of how to not use the Liquified Agency logo 11 INCORRECT LOGO USAGE DO NOT STRETCH OR DISTORT THE LOGOS OR ANY OTHER LOGO ELEMENTS DO NOT MAKE THE LOGO OR WORDMARK ANY COLOR COMBINATIONS THAT DO NOT PASS AA OR AAA STANDARDS Consult pages 15 and 16 for color standards DO NOT MOVE ANY ELEMENTS OF THE LOGO OR WORDMARK DO NOT TILT OR ROTATE THE LOGOS OR BRANDMARK DO NOT USE THE WORDMARK OR LOGO WITHOUT ITS DISTINCT UNDERLINE Liquifaigeendcy DO NOT CHANGE THE FONT OF THE LOGO OR WORDMARK
Liquified Agency Brand Guidelines CONTENTS Our brand colors are a palette of six colors that are 12 used to represent the Liquified Agency A consistent and strategic application of our brand colors will increase brand awareness and recognizability Color
Liquified Agency Brand Guidelines COLOR This is the primary color pallet for the Agency It is bright 13 impactful and fun It will be a very versatile tool across many platforms and materials PRIMARY 3C00A3 CC00C2 Electric Purple Hex 5200DE R 82 G 0 B 222 C 79 M 78 Y 0 K 0 PMS PANTONE Violet C Neon Pink Hex FF00F3 R 255 G 0 B 243 C 8 M 88 Y 0 K 0 PMS PANTONE 807 C 00758F Electric Blue Hex 00cfff R 0 G 207 B 255 C 62 M 0 Y 0 K 0 PMS PANTONE 306 C 007A00 Neon Green Hex 00FF00 R 0 G 255 B 0 C 55 M 0 Y 100 K 0 PMS PANTONE 802 C 797979 White Hex FFFFFF R 255 G 255 B 255 C0 M0 Y0 K0 Black Hex 000000 R 0 G 0 B 0 C 100 M 100 Y 100 K 100 PMS PANTONE Black C CBADFF FFBEFC C9F5FF ADFFAD DEDEDE
Liquified Agency Brand Guidelines COLOR The secondary pallet will be used to compliment the 14 primary pallet It includes lighter and darker shades of the primary colors to use for text background and other graphic elements 5200DE FF00F3 00CFFF 00FF00 000000 SECONDARY Dark Purple Hex 3C00A3 R 60 G 0 B 163 C 91 M 100 Y 0 K 1 PMS PANTONE 2735 C Dark Pink Hex CC00C2 R 204 G 0 B 194 C 46 M 93 Y 0 K 0 PMS PANTONE Purple C Dark Blue Hex 00758F R 0 G 117 B 143 C 89 M 43 Y 33 K 6 PMS PANTONE 3155 C Dark Green Hex 007A00 R 0 G 122 B 0 C 88 M 27 Y 100 K 16 PMS PANTONE 356 C White Hex FFFFFF R 255 G 255 B 255 C0 M0 Y0 K0 Dark Grey 797979 R 121 G 121 B 121 C 54 M 45 Y 45 K 10 PMS PANTONE 424 C Light Purple Hex CBADFF R 203 G 173 B 255 C 29 M 30 Y 2 K 0 PMS PANTONE 2645 C Light Pink Hex FFBEFC R 255 G 190 B 252 C 5 M 28 Y 0 K 0 PMS PANTONE 250 C Light Blue Hex C9F5FF R 201 G 245 B 255 C 18 M 0 Y 2 K 0 PMS PANTONE 290 C Light Green Hex ADFFAD R 173 G 255 B 173 C 30 M 0 Y 47 K 0 PMS PANTONE 351 C Light Grey DEDEDE R 222 G 222 B 222 C 11 M 9 Y9 K0 PMS PANTONE 427 C
Liquified Agency Brand Guidelines COLOR The following are color combinations for backgrounds and 15 text color that pass accessibility standards AA and AAA RULES PASS 5200DE CBADFF PASS 3C00A3 CBADFF 3C00A3 FFFFFF PASS 5200DE FFFFFF PASS PASS 000000 CBADFF PASS 3C00A3 DEDEDE PASS 5200DE DEDEDE FF00F3 FFFFFF PASS Large text only passes AA 3 1 PASS FF00F3 000000 CC00C2 FFBEFC PASS Large text only passes AA 3 1 CC00C2 FFFFFF PASS 000000 FFBEFC PASS
Liquified Agency Brand Guidelines COLOR The following are color combinations for backgrounds and 16 text color that pass accessibility standards AA and AAA RULES PASS 5200DE 000000 PASS 5200DE 5200DE PASS 5200DE 3C00A3 00758F C9F5FF PASS 000000 C9F5FF PASS 00758F FFFFFF PASS 5200DE C9F5FF PASS 007A00 C9F5FF PASS PASS 00FF00 000000 00FF00 797979 PASS Large text only passes AA 3 1 00FF00 5200DE PASS PASS 000000 ADFFAD 007A00 FFFFFF PASS
000000 3C00A3 5200DE CC00C2 FF00F3 17 5200DE 00FF00
Liquified Agency Brand Guidelines COLOR FULL COLOR GRADIENT Uses all of the primary brand colors together Does not include white Ideal for more general agency focused materials Gradients are eye catching and memorable because 18 they re colorful and playful and make for visuals we re not used to seeing all things the Liquified Agency aims to evoke in our work ONE COLOR FOCUS GRADIENTS Uses black one of the primary brand colors and it s lighter and darker color with one pop of another primary color for dimension It is not recommend to add pink into a green and vise versa because the gradient becomes muddy GRADIENTS FOR COPY Uses the same gradient as the one color focus gradients but replaces all of the colors besides the two lightest shades in the right bottom corner with white This gradient is ideal for presentations copy heavy graphics etc
Liquified Agency Brand Guidelines COLOR The circles scribbles and underlines bring attention to 19 the key takeaways in body copy or headlines They are to be used in instances where there is extensive body copy or lengthy headlines Their intent is to bring fun into the reading experience and break up the clean and geometric elements of our branding with organic humanistic shapes ANNOTATION MARKS These marks do not have any rhyme or reason to their looks or shapes however for consistency across our branding please make them in Adobe Illustrator with either the brush tool or pen tool The variable width profile should be Uniform and the brush definition should be 3 pt Oval That brush is part of the standard calligraphy brush packs that comes with Adobe Illustrator
Liquified Agency Brand Guidelines CONTENTS Our brand s typography is a visual element of our 202 branding tool box It arranges our business s written copy in a legible way and aligns our messaging with our Agency s personality Typography
Liquified Agency Brand Guidelines Bw Modelica TYPOGRAPHY Bw Modelica is our primary brand font It is also 21 the same font as the word AGENCY in our primary logo It is sleak sophisticated and clean as well as being highly versitile and easy to read across many different print and digital materials Hairline Hairline Italic Thin Thin Italic Light Light Italic Regular Regular Italic Medium Medium Italic Bold Bold Italic Extra Bold Extra Bold Italic Black Black Italic Bw Modelica Hairline We re driven by a client first mentality that fuels us to remain innovative and never settle for ordinary We all love where we work and who we work with and it shows Our collaborative workflow fuels a creative powerhouse that gives you content and branding the likes of which you ve never seen Bw Modelica Thin We re driven by a client first mentality that fuels us to remain innovative and never settle for ordinary We all love where we work and who we work with and it shows Our collaborative workflow fuels a creative powerhouse that gives you content and branding the likes of which you ve never seen Bw Modelica Light We re driven by a client first mentality that fuels us to remain innovative and never settle for ordinary We all love where we work and who we work with and it shows Our collaborative workflow fuels a creative powerhouse that gives you content and branding the likes of which you ve never seen Bw Modelica Regular We re driven by a client first mentality that fuels us to remain innovative and never settle for ordinary We all love where we work and who we work with and it shows Our collaborative workflow fuels a creative powerhouse that gives you content and branding the likes of which you ve never seen AaBb CcDd
Liquified Agency Brand Guidelines TYPOGRAPHY Bw Modelcia is an Adobe Font 22 Bw Modelica Hairline Hairline Italic Thin Thin Italic Light Light Italic Regular Regular Italic Medium Medium Italic Bold Bold Italic Extra Bold Extra Bold Italic Black Black Italic Bw Modelica Medium We re driven by a client first mentality that fuels us to remain innovative and never settle for ordinary We all love where we work and who we work with and it shows Our collaborative workflow fuels a creative powerhouse that gives you content and branding the likes of which you ve never seen Bw Modelica Bold We re driven by a client first mentality that fuels us to remain innovative and never settle for ordinary We all love where we work and who we work with and it shows Our collaborative workflow fuels a creative powerhouse that gives you content and branding the likes of which you ve never seen Bw Modelica Extra Bold We re driven by a client first mentality that fuels us to remain innovative and never settle for ordinary We all love where we work and who we work with and it shows Our collaborative workflow fuels a creative powerhouse that gives you content and branding the likes of which you ve never seen Bw Modelica Black We re driven by a client first mentality that fuels us to remain innovative and never settle for ordinary We all love where we work and who we work with and it shows Our collaborative workflow fuels a creative powerhouse that gives you content and branding the likes of which you ve never seen AaBbCcDd
Liquified Agency Brand Guidelines TYPOGRAPHY Bellarina is an accent font It is the inspiration for 23 our Liquified logo style of handwriting the actual logo is fully custom and handwritten However Bellarina allows us to use a comparable display font across many different materials It should only be used for titles headlines Bellarina regular Use no smaller than 20pt for print Bellarina Culture Strange But Creative Bellarina Culture Strange But Creative bold Can be achieved with the addition of a 25pt stroke Use no smaller than 30pt for print AaBb NOTE This particular display font s kerning will need to be manually adjusted it s default kerning is not 100 correct
Created by Liquified Agency June 06 2023 Version 1 0 24 Any Questions CONTACT US Shawn Noratel Creative Director shawn liquifiedcreative com Caitlin Wiggins Director of Marketing caitlin liquifiedcreative com