BRAND GUIDELINES

Last updated: July 20, 2020

These guidelines govern how Impartner's brand is used and employed for all external and internal print and digital media. If you need further clarification, have questions, need assistance and/or have any suggestions, please reach out to our creative team at: brand@impartner.com


LOGO AND BRANDING ELEMENTS



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LOGO VARIATIONS ON LIGHT AND DARK BACKGROUNDS

LOGOTYPE – IMPARTNER

The Impartner name is made by combining the words of “Impart” and “partner.” Impart, because we bestow the qualities needed for a successful partner program. Partner, because that’s what we are to our clients and because we help our clients cultivate good “partner” relationships.

The “IMPART” of Impartner is bold to emphasize this aspect of the name. Bestowing qualities of an effective PRM.

CLEAR SPACE – There must be an area around the logo that remains clear of any graphic elements. This space is equal to the height of the “I” in the Impartner logo mark.

SPACE BETWEEN LOGOMARK AND TYPE – There must be an area between the logomark and logotype that is equal to the width of the “I” in the Impartner logo mark.



LOGO USAGE WITH SAMPLE GRAYSCALE BACKGROUNDS

LOGO USAGE WITH SAMPLE COLOR BACKGROUNDS (Using blue or red as a background color would be considered an exception.)




INCORRECT LOGO USAGE

  1. Don’t stretch the logo disproportionately
  2. Don't alter logo colors
  3. Don’t alter the internal spacing of the logo
  4. Don’t use the logo over a distracting background
  5. Don’t add effects (glows, shadows, etc.) to the logo
  6. Don’t re-create the logo with a different typeface
  7. Don’t alter the propotionsof the logo components
  8. Don’t rearrange the components of the logo
  9. Don’t add language to the logo
  10. Don’t isolate the hexagon
  11. Don’t rotate the logo

COLOR PALETTE



PRIMARY COLORS

ARDENT YELLOW – A strong yellow. A color that symbolizes work and industry. This color also stands for, freshness, positivity, and energy.
HEX #FFB618 | RGB 255 182 24 | Pantone 129U or 130C | CMYK 129UP or 0 25 86 0 - 129CP or 0 32 100 0

FIRM GRAY – A dark or solid gray. A color that says we are grounded, dependable and a source of practical and tested solutions.
HEX #1C2123 | RGB 28 33 35 | Pantone Black 6U or 432C | CMYK Black 6UP 86 69 43 55 or 432 CP - 65 43 26 78

COLOR PROPORTION USAGAE

80% PRIMARY COLORS – Used for backgrounds, blocks and larger areas.

20% SECONDARY COLORS – Used as accents, for callouts, links, buttons, highlights, etc..

~0% RESTRICTED COLORS – Used sparingly and only when aditional colors are needed for elements such as charts, graphs and diagrams.

UI ACCESSIBILITY*

AAA L= Large Text – Text that is 18pt/24px and larger, or 14pt/19px and larger if it is bold

AAA N= Normal Text – Text smaller than 17pt/23px. Recommended size for normal text should be larger than 12pt/16px

* Web Content Accessibility Guidelines (WCAG)
PRIMARY COLORS
USAGE – Ardent Yellow should always be represented.
PRIMARY COLORS
USAGE 80%


SECONDARY COLORS — USAGE 20%


RESTRICTED COLORS — USAGE ~0%

TYPOGRAPHY



BRAND TYPEFACE

DIN Next LT Pro

PRESENTATION TYPEFACE (i.e. PowerPoint)

Calibri

WEB/DIGITAL TYPEFACE

Roboto


ICONOGRAPHY



We tend to use line icons rather than filled, especially when representing products, services or features. Filled icons are generally used for ideas, navigation and/or direction. We source our icons from StreamlineIcons.com or custom designed. Custom designed icons need to be approved. Submit custom icons to: brand@impartner.com



DESIGN ELEMENTS



GEOMETRIC (HEXAGONAL) PATTERN





PHOTOGRAPHIC STYLE

Narrow focus, Soft/diffused light, Non-posed, Not contrived or “stock photo”, warm, positive.


CREATIVE ASSETS



SQUARE CORNERS

The shape of graphic elements reflects the modern look of the Impartner brand. Use square corners for photographs, tables, buttons and text or quote boxes for simplicity of appearance.



BUTTONS/NAVIGATION

UI Accessibility Contrast must be AAA WCAG Compliant.

DO

brand-guidelines-button-good-blue

MOTION BLUE is used to indicate a link

DO

brand-guidelines-button-good-red

SIGNAL RED is used to indicate an alert or create attention

DON'T

brand-guidelines-button-bad-blue

Don't use less than AAA contrast for regular text

DON'T

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Don't use background colors other than Motion Blue or Signal Red

DON'T

brand-guidelines-button-bad-red

Don't use fonts other than Roboto Regular