Brand Guide Smoke Factory
1.0 Trademark
The trademark is available in three different variants: Portrait and landscape variants and the Responsive
variant. In addition, the
trademark can be used without
subline, if the readability does not allow it.
Block - Version
Long - Version
Responsive - Version
1.1 PROTECTION ZONE OF THE TRADEMARK
The protection zone gives the trademark enough
to ensure a good visual impact and visibility.
ensure. The distances to the dimensioning
of the protective zone are derived from the "M"
of the logo. The logo has a minimum size which
must not fall below.
The protection zone is created in the logo file.
Smallest display mode:
50%
Smallest display mode
without subline 20%
Smallest display mode:
50%
Smallest display mode
without subline 20%
1.2 COLOR OF THE TRADEMARK
The trademark comes in three different versions.
The first is the negative version (V1) of the logo, which is completely white.
The second is the black-positive version (V2) of the logo.
The third is a shade of turquoise and is used on white backgrounds as the Turquoise Positive version (V3).
The logo variants may only be used in this manner. Use on other colored backgrounds is not permitted. Logo use on images is permitted if the legibility of the logo is guaranteed.
The Responsive variant of the logo comes in two versions. a colored version that works on white and black backgrounds and a negative version that works on a colored background.
Negative-Version (V1)
Positive-Version (V2)
Negative version (V1)
(on color)
Positive version (V3)
(color variant)
2.0 Brand colors
The brand colors are formed from three different
shades of blue. They can be used flexibly,
but should be preferred in the design element.
used in the design element. The black tone is used as
font color or as a background color.
Petrol
RGB
0 / 151 / 173
HEX
#0097ad
CMYK
79 / 19 / 28 / 3
Turquoise
RGB
0 / 210 / 214
HEX
#00d2d6
CMYK
66 / 0 / 24 / 0
Lightblue
RGB
150 / 211 / 223
HEX
#96d3df
CMYK
45 / 0 / 14 / 0
Black
RGB
27 / 35 / 39
HEX
#1b2327
CMYK
30 / 0 / 0 / 95
3.0 Typography
The font used is the "Barlow". It is a
Google Font and available for free download
free of charge. The font is used as shown below
shown below. The specifications are based
on a DIN A4 page and must be adjusted accordingly on
adapted accordingly on larger or smaller formats.
be adjusted accordingly.
Type: Barlow
Headline
Barlow Bold
Font size:
15-25 pt, 1.3-2.1 em
Caps
SUBHEADLINE
Barlow Regular
Font size:
10 pt, 0.8 em (web more like 1 em)
Caps
Flow text
Barlow Light
Font size:
10 pt, 0.8 em (web more like 1 em)
Line spacing: 14 pt, 1.2 em
Quote
"Barlow Bold Italic
Font size:
15 pt, 1.3 em
uppercase"
Links/Highlights
Barlow Light Italic
Font size:
10 pt, 0.8 em (web more like 1 em)
Line spacing: 12 pt, 1.0 em
Color: Turquoise
Caption
Barlow Light
Font size:
8 pt, 0.7 em
Line Spacing: 12 Pt, 1.0 Em
Eyecatcher
Barlow Bold
Font size:
48 pt, 4 em
Caps
4.0 Design element
The design element consists of several cone-shaped forms. These can be used in a variety of ways on print and web media. Some surfaces are transparent to create a haze effect. Thus, the fog theme is reflected in the design element. In the application examples the use becomes clear.
Full design element on white and black background.
Example application for the design element on white and black background.
Example application for the design element on social media.
5.0 Download Logo | Element
Download Logo | Element