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.
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Block - Version

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Long - Version

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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.
Logo Block White mit Schutzzone visualisiert
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Smallest display mode: 50%
Logo_Smoke_Factory_Block_White_No_Subline-01
Smallest display mode without subline 20%
Logo Block White mit Schutzzone visualisiert
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Smallest display mode: 50%
Logo_Smoke_Factory_Block_White_No_Subline-01
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.

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Negative-Version (V1)
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Positive-Version (V2)
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Negative version (V1) (on color)
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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.

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Example application for the design element on white and black background.

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Example application for the design element on social media.

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5.0 Download Logo | Element

Download Logo | Element