Brand Guidelines
Maintaining consistency is important to preserving the brand. This guideline is designed to map out what is acceptable and unacceptable when using the brand and logo.
The Brand
IoT Systems, Incorporated can be shortened to “IoT Systems”. The IoT (Internet of Things) acronym is to be always written with an uppercase “I”, lowercase “o”, and uppercase “T” with no spaces or periods in between.
Master Logo
True BlueRGB (0,114,206) #0072CE
C90 M48 Y0 K0
Pantone® #285C
Properties
Supplementary Colors#002C4F
#18374F
#00579C
#4094D7
The typefaces used for the logotype are Perpetua Bold for the “IoT” segment and Fabrikat Medium for the “Systems” segment.
The shade of blue that IoT Systems is referred to as True Blue and the values for that color are listed in a table off to the side.
Logo Placement
When applied on media, the logo should have an “I” height and “T” width of breathing room space. This ensures that the logo is readable and not conflicting with any other elements.
Avoid placement on images or patterns where the logo is hard to read. Use the positive logo in light areas and its inverse in dark areas. The IoT Systems logo should always be colored in True Blue (See table above) and its inverse should always be white. The exception is when the media is only black-and-white, in which case a black logo is acceptable.
Logo Icon and Logotype
The IoT Systems logo is a combination of the logo-icon and logotype. The logo-icon, the cloud with the gear, can stand independently when used in media where the intended audience recognizes the brand overall. It is recommended to use the full logo when the intended audience is unfamiliar with the IoT Systems brand. The logotype cannot stand on its own and must be accompanied with the logo-icon at all times.
Improper Logo Usage
Here are a few examples of how not to use the logo:
/ Do not change the size and relationship between the icon and logotype./ Do not add gradients, shadows, and beveling to the logo.
/ Do not stretch, compress, rotate, or distort the logo.
/ Do not recolor the logo.
Full black or inverse on full black is acceptable on monochrome mediums.
/ Do not replace the logotype with other text.
/ When using the icon as standalone, do not apply other text near it.
/ Do not combine the logo with other names, marks, or generic terms.
/ Do not use the standalone icon in email signatures.