Section 01
Logo
We are very proud of our logo. Follow these guidelines to ensure it always looks its best. Our logo is the combination of a modern serif wordmark with the Column brand mark.
01.1
Primary Logo
There are two full-color options for use across all brand communication platforms and materials.
The full-color primary logo should be used on a white or light background. Use the full-color logo with white text on a navy background.
01.2
Secondary Logo
There are three single-color logo options for use when full-color production is unavailable or when the placement of the logo requires a single color for increased legibility and contrast.
Use the single color logo options core blue and power navy on white. Use the single color white logo on core blue, power navy, or darker-toned photography.
01.3
Black Logo
The black logo option is to be used when the production of communication materials is limited to a single color.
The black logo can be combined with colored paper stocks when printing materials in a single color. Paper stock colors should closely match the brand palette hues.
01.4
Brand Mark
Our Column brand mark is a shorter version of our logo. Use the brand mark on its own only if you do not have enough room for the full logo or in cases when the Column brand has already been established. While the brand mark can exist without the wordmark, the wordmark should never exist without the brand mark.
01.5
B-Corp Logo & Banners
As a certified B-Corp, we are able to utilize B-Lab's official logo in our branded materials. This logo can and should be applied to external sales materials and employer branding campaigns as directed by the Brand or People Ops team
01.6
Clear Space & Logo Sizing
Minimum clear space around the logo ensures visibility and clarity.
For clear space on the primary and secondary logo, use the height of the Column brand mark as your guide.
The minimum logo size is 0.5 inches high for print and 30px for digital.
01.6
Incorrect Use
It’s important that the appearance of the logo remains consistent. The logo should not be misinterpreted, modified, or added to. Its orientation, color, and composition should remain as indicated in this document — there are no exceptions.
Do not:
01. Change the color of the logo
02. Modify or rotate the brand mark
03. Stretch or distort any logo elements
04. Add treatments or effects
05. Apply a stroke around the logo
06. Alter the wordmark typography
07. Place a box around the logo
08. Don’t rotate the logo
Section 02
Color
Blue, navy, beige, and white are the core colors and foundations of the Column brand. Grass green, lake green, ocean blue, cloud blue, yellow, and gold act as secondary colors.
02.1
Primary Colors
Refer to these when building out any brand communications. For a complete guide of color values, download our color palette.
Core Blue
Power Navy
Base Beige
02.2
Secondary Colors
Grass Green
Sunflower Yellow
Lake Green
Wheat Gold
Ocean Blue
Cloud Blue
Section 03
Design Elements
Design elements are a set of graphics or shapes that can be used to add interest to layouts or combined to create graphics and artwork.
03.3
Stones and Blocks
Stones and blocks are simple geometric shapes that can be used to frame photos or construct icons and illustrations.
03.4
Brand Icons
Icons are small visual representations that help us depict a variety of ideas and technologies.
Icons can be produced in single or various combinations of brand colors.
03.5
Story Graphics
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section 04
Photography
04.1
Photography & Color Treatment
Section 05
Typography
05.1
Primary
05.2
Secondary
section 06
Templates:
Decks & One-Pagers
06.1
Deck Templates
Keynote
06.2
One-Page Templates
8.5x11
06.3
Letterhead
8.5x11
Section 07
Brand Architecture
The aim of creating and expertly honing a Brand Architecture is to fully develop a company’s character and personality, both internally and externally. This is a critical piece in evolving a brand from beyond just a company name and description printed on stationery, into a living entity acting with free will and definable characteristics that are recognized within the marketplace.
The brand elements of Values, Attributes, and Voice together establish a baseline Brand Architecture that will ultimately define who a brand is and how it behaves. These are supported with actual creative writing and brand copy that embodies this new personality and voice.
07.1
Brand Values
INTERNALLY, COLUMN OPERATES BY THESE PRINCIPLES
• Value in Public Information
• Building for Public Benefits
• Stewards of Technology
• Curiosity & Storytelling of Journalism
• Accuracy & Efficacy
07.2
Brand Attributes
FROM THE OUTSIDE, PEOPLE NOTICE THAT COLUMN IS:
• "Venture-Backed Public Benefit Company"
• Mission-Focused, People Oriented
• Advocates of Public Information
• Serious & Big
• Modern & Active
07.3
Brand Voice
AS A BRAND, WHEN COLUMN SPEAKS, IT SOUNDS:
• Thought-Provoking, Eloquent
• Optimistic & Opinionated
• Witty with a Controlled Edge
• Rooted in Principles
• Focused
Questions?
Contact, Kevin King, Head of Brand & Communications:
kevin@column.us