Uncommon Knowledge Brand Guidelines
The Logos
There are three versions of the uncommon knowledge logo. The Logo is conditional to where the symbol will be situated within a given setting. This brand guideline page will give some indication on how the logos should be presented and used within various applications.
Logo construction
Circular Logo
The circular version of the logo sits centrally within the circle. The type should be ¾ the size of the circles diameter.Vertically from the top and bottom of the logotype the circle space is 5/8 the size of it.
Square Logo
The squared version of the logo should sit in between two blocks that are exactly half the size of the logo itself.
Colour
Below contains a few of the many colours that can be used within the brands colour range. Colours should subdued yet bright and cheerful. The brand allows for any colour to be used along with the logo but must be rationalized by where the logo is situated. The colour suggestions provided should be used as a guide.
CMYK
RGB
#2D2D2D
45.45.45
#21384F
33.56.79
#7CBDD2
124.189.210
#9AA782
154.167.130
#F1F1F2
241.241.242
Logo Spacing
Circular Logo
The circular version of the logo sits centrally within the circle. The type should be ¾ the size of the circles diameter.Vertically from the top and bottom of the logotype the circle space is 5/8 the size of it.
Square Logo
The squared version of the logo should sit in between two blocks that are exactly half the size of the logo itself.
What to avoid
Circular Logo
Here are some of things you need to avoid when using the circular version of the logo.
Do not change the size of
the logo text within the
circle.
Do not change the shape of
the circle surrounding the
logo text.
Do not change rotation or
angle of the logo or logo
text.
Do not vertically or
horrizontally stretch the
logo or logo text.
Square Logo
Here are some of things you need to avoid when using the Square version of the logo
Do not change the size of
the logo text within the
circle.
Do not change the shape of
the circle surrounding the
logo text.
Do not change rotation or
angle of the logo or logo
text.
Do not vertically or
horrizontally stretch the
logo or logo text.
Outlined Circular Logo
Here are some of things you need to avoid when using the outlined version of the logo.
Do not change the size of
the logo text within the
circle.
Do not change the shape of
the circle surrounding the
logo text.
Do not change rotation or
angle of the logo or logo
text.
Do not vertically or
horrizontally stretch the
logo or logo text.
Font & Typography
The font that has been used throughout the brand is SteelFish. It is a clean and blocky font that is quite modern.
The Character
The character of chris is flat designed and vibrant. He can come in two styles, textured and flat form. The character can only modified by his clothing, glasses and beard.
Expressions
The Chris character can have various facial expressions to help indicate the mood. Such as if the site is under maintance, he would have an angry or confused face.
Character mods
Beards & Glasses
The characters facial assets can be modified and changed to a certain degree. Various glasses styles and beards can be worn, even to a comical level. The clothing can be modified to a certain extent depending on the clothing type. Dress atire must be kept to a smart-casual style. Holiday and Event clothing are the only exceptions.
Icons
Style & colour
Icon style must be simplistic and colourful, they must fit well with the overall look of the brand. No realistic images or illustrations must me used and no overly contrasting colours.
Mock-ups
Examples
Below is some examples of touchpoints and stationary items which the brand will be implemented.
