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
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 COLOR BACKGROUNDS (Using blue or red as a background color would be considered an exception.)
INCORRECT LOGO USAGE
- Don’t stretch the logo disproportionately
- Don't alter logo colors
- Don’t alter the internal spacing of the logo
- Don’t use the logo over a distracting background
- Don’t add effects (glows, shadows, etc.) to the logo
- Don’t re-create the logo with a different typeface
- Don’t alter the propotionsof the logo components
- Don’t rearrange the components of the logo
- Don’t add language to the logo
- Don’t isolate the hexagon
- 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)
USAGE – Ardent Yellow should always be represented.
USAGE 80%
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
Taken from our logomark, modern, clean, dimensional, exacting and insightful.
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
MOTION BLUE is used to indicate a link
DO
SIGNAL RED is used to indicate an alert or create attention
DON'T
Don't use less than AAA contrast for regular text
DON'T
Don't use background colors other than Motion Blue or Signal Red
DON'T
Don't use fonts other than Roboto Regular