Brand Guidelines

V1

© Demand Media
brand@demandmedia.com

BRAND
GUIDELINES
VERSION 1
JANUARY 2013

Brand Guidelines
V1

© Demand Media
brand@demandmedia.com

CONTENTS
INTRO

03

IDENTITY
Logo06
Logo Clear Space
07
Logo Placement
08
Logo Sizes
09
Logo Colors
10
Logo Misuses
12
Attribution logo
13
TYPOGRAPHY
Print Typeface
Web Typeface
Typesetting Guides

17
19
20

GRAPHIC ELEMENTS
Color Palette
22
Graphic Arrows
24
Photography35
Icons38
DESIGN EXAMPLES
Business Communications
Visual Examples

45
47

Brand Guidelines
V1

© Demand Media
brand@demandmedia.com

WELCOME TO THE NEW DEMAND MEDIA
BRAND GUIDELINES. THESE GUIDELINES EXIST
TO MAKE US LOOK CONSISTENTLY AWESOME!
FOLLOW THESE GUIDELINES AS YOU CREATE
MARKETING MATERIALS, INTERNAL AND
EXTERNAL COMMUNICATIONS.
OUR DESIGN FOUNDATION
Our brand is more than our logo. It is a design scheme
made up of a number of core elements and guiding
principles that combine to create a distinctive look and
feel that is immediately recognisable as Demand Media.
This guide will help to familiarize you with the core
brand elements to assist you in designing and producing
dynamic and powerful communications with a degree of
flexibility.
If unsure, just ask us at brand@demandmedia.com
(We don’t bite).

3

Brand Guidelines
V1

Introduction

WHAT WE’RE ABOUT
Our new brand identity is all about demonstrating how
Demand Media is a touchpoint in people’s real lives.
We connect people to content that’s relevant to them.
We connect businesses to the web.
We connect brands with people and people with brands.
Every second of every day people click, swipe, and tap
into Content For Real Life on one of our sites. More than
100 million people come to us every month—that’s more
than 1 in 3 Americans online. We’re there to help them
navigate their lives, satisfy their cravings, explore their
interests, and expand their horizons.
We also give businesses the power to connect with their
audience in more meaningful ways—through websites,
through advertising solutions, and through social
conversations.
This is what our branding is all about—connecting, serving
as a touchpoint, and meeting people where they are.

© Demand Media
brand@demandmedia.com

4

Identity

© Demand Media
brand@demandmedia.com

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Brand Guidelines
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no flashy graphic effects. It’s simple. on screen. We use the same version in print. and a connection. and on the side of our buildings. Symbol Logotype Logo 6 . simple.Brand Guidelines V1 Identity © Demand Media brand@demandmedia. No drop shadows. It’s a guarantee of quality that unites our diverse products and services. Our logo is the most visible element of our identity—a universal signature across all Demand Media communications. Easy to understand. we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best. no glossy reflections. While it is a simple logo. Our logo is a bold. The logo is made up of two elements: the symbol and the logotype.com OUR LOGO Here it is again—our logo. graphic statement. It signifies a touchpoint.

50% Clear space 7 . a clear space of 50% the symbol’s height should be maintained.Brand Guidelines V1 EVERYONE NEEDS A LITTLE PERSONAL SPACE Identity © Demand Media brand@demandmedia. When the logotype or full name is used. graphics. use the second option of 25% clear space. the area directly surrounding them should be protected. in addition to the ‘e’ and ‘a’. In special circumstances when a 50% clear zone isn’t available or possible. To ensure the integrity and legibility of the logo lock-ups. Note: the logotype typography has been carefully spaced. The ‘D’ and ‘M’ are vertically aligned. and other elements that might cause visual clutter—to maximize the recognition and impact of our identity. surround them with sufficient clear space —free of type.com 50% 25% LOGO CLEAR SPACE To ensure that our signature versions are clearly visible in all applications. or re-typed. and should not be changed.

On any given format—landscape or vertical—the preferred logo placement is in any corner position.com 8 Corner position.Brand Guidelines V1 EVERYTHING IN ITS RIGHT PLACE Identity © Demand Media brand@demandmedia. Center position. or center aligned at the right or left. Centering the logo looks generic and predictable :( Much better :) . LOGO CLEAR SPACE We like to avoid placing the logo smack dab in the middle of an area.

8 – 1.com GOOD THINGS COME IN SMALL SIZES Logo Symbol Favicon (ICO file) Minimum size 0. such as our website and advertising.Brand Guidelines V1 Identity © Demand Media brand@demandmedia. There is no preset maximum size for the logo. and branded promotional items—such as notepads.large and small. This is used in all major outward-facing brand communications.2” – upward 150px – upward Scale width between: 0. 100 pixels is the smallest size apart from when using an ICO.8”. The large scale version will cover most uses. The registered logo has been created in two sizes . water bottles—the standard logo can be used.375” / 30 px 16 px MINIMUM LOGO SIZE There are no predetermined sizes for the Demand Media logo. For digital uses the minimum size for the standard logo is 100 pixels. T-shirts. There is a specific file for ICO’s which is a 16px tall file.8” / 100px Minimum size 0. HELP US KEEP OUR LAWYERS HAPPY USING THE REGISTERED LOGO To protect our logo we use a Registered symbol alongside our logo. In print the minimum size is 0. Scale and proportion should be determined by the available space. and the small scale version is intended mainly for use on the web. aesthetics. Large scale use Small scale use Scale width between: 1.2” 100 – 150 px 9 . function and visibility. For internal communications.

Always us a gray logotype White logo on color backgrounds When using the logo on a color background. an all gray logo can be used. In certain instances. and never in solid black. both the symbol and logotype should appear white. such as on the Demand Media website. and may potentially clash with other colors.Brand Guidelines V1 PICK A COLOR ANY COLOR Identity © Demand Media brand@demandmedia.com Color logo on white backgrounds Our logo or background color may be any color within the Demand Media color palette. the logotype should always appear in gray. never in a vibrant color. The logotype should never appear in gray. When using the logo on a white background. a vibrant color logo may not be appropriate. See pages 21 & 22 for detailed color information and color values. Contrast is important—use a white logo on color backgrounds and a color logo on white backgrounds. 10 . In these instances.

and the logotype should appear in the following gray color (depending on application for print or web): • Pantone Cool Gray 8 • 45% black • R163 G166 B168 BACKGROUND IMAGES Light-colored. White symbol.Brand Guidelines V1 MONOCHROME LOGOS Identity 75% Black logo on white background White logo on 75% black background The preferred color for our logo is in one of our vibrant colors. gray logotype In special uses when the logo appears on a black background (for example T-shirts. Tote bags). uncluttered imagery Dark-colored.com Black logo on white background White logo on black background Two-tone version for black backgrounds. When placing the logo onto imagery. uncluttered imagery Our logo may also be used on an image background with sufficient contrast. In this logo. the symbol should appear in white. a two-tone logo is preferred. In some cases. please ensure that it is placed within an uncluttered image area to allow for maximum legibillity and visibility. Use an all-gray logo for use on light colored backgrounds. For these instances we may use a gray version (made as a 75% tint of black) or a one-color black or white logo. Do not use a color logo on a photographic image. 11 . © Demand Media brand@demandmedia. a full color logo may not be practical or possible due to limitations in printing. and an all-white version for dark backgrounds.

.. and to promote the consistency of the brand. DON’T change the proportions between the symbol and logotype DON’T rotate the logo DON’T stretch the logo DON’T create a gradient logo DON’T mix colors from the palette DON’T use non-approved colors DON’T outline the logo DON’T add a drop shadow to the logo DON’T add reflections or any other graphic filters to the logo DON’T use the symbol as a holding shape for imagery or graphics DON’T create a pattern with the logo DON’T place the logo on a color without sufficient contrast DON’T use gray or black on a color background DON’T use over a busy image The examples shown here illustrate possible misuses of the Demand Media logo that should be avoided. it is important to use the logo as described in these guidelines. To maintain the integrity of the Demand Media logo.Brand Guidelines V1 Identity © Demand Media brand@demandmedia. 12 .com PLEASE DON’T. CONTENT FOR REAL LIFE DON’T create a logo lockup with text DON’T rearrange the logo elements.

com features a yellow color palette. choose the color logo that closest matches or compliments the website it appears on. Built from our primary logo. and for which we generate content. operate. When using the attribution badge.Brand Guidelines V1 Identity © Demand Media brand@demandmedia.com DRIVEN BY. so a yellow attribution badge should be used. eHow. Attribution Logo Placement Our logo color palette has been designed to adapt to a variety of applications. Examples are shown on page 14. this badge includes the moniker “Driven by” as an indication of the role Demand Media plays regarding our various properties and content creators. this badge will build awareness for our brand across our entire network..com features a green color palette so a green attribution badge should be used. Attribution Logo 13 Logo Colors ATTRIBUTION BADGE We have created these attribution badges to help strengthen and build equity in the masterbrand. and to create a clear relationship between Demand Media and the various sites we own.. 2 1 2 Secondary Placement – Left Primary Placement – Centre Secondary Placement – Right . For example. Used consistently and accurately. Livestrong.

Red > Red Demand Media Logo > Primary placement eNom – Dominant website color. In these cases and all white or all gray logo should be used. Yellow > Yellow Demand Media Logo > Secondary placement Livestrong – Dominant website color. Green > Green Demand Media Logo > Secondary placement IndieClick – Dominant website color.com – Dominant website color. Illegible Use White logo Color clashes Use Gray logo 14 .com Cracked. or does not provide enough contrast to render the logo legible (examples below). Blue > Blue Demand Media Logo > Secondary placement eHow – Dominant website color. Yellow > Yellow Demand Media Logo > Primary placement There may be instances where the background color of a website doesn’t sit comfortably with the Demand Media approved logo colors.Brand Guidelines V1 Identity © Demand Media brand@demandmedia.

eps Filename example: DM_Primary_Pantone_C_ Darkblue. please contact brand@demandmedia. such as PowerPoint and the web.com.eps To obtain digital artwork. use the Illustrator artwork with the EPS extension.com For Print: For Screen: 1 color positive logo Folder location: Print > Pantone_U Print > Pantone_C Print > CMYK_U Print > CMYK_C Folder location: Screen > RGB Folder location: Print > 1 color Filename example: DM_Primary_RGB_Darkblue.eps (color name varies for each logo color) Filename example: DM_Reg_RGB_Darkblue. For print applications. Use the PNG logos for all screen-based applications.png (color name varies for each logo color) Attribution logo For Screen: Reversed logos (for use on black websites) Folder location: Folder location: Screen > Attribution_RGB_Rev Screen > Attribution_RGB Filename: DM_attribution_RGB_Rev_Darkblue. Registered logo (Reg) File naming key DM Demand Media Primary Reg Small Attribution Main logo (not registered) Registered logo Small scale use logo ‘Driven by Demand Media’ version RGB CMYK Pantone_U Pantone_C RGB color CMYK color Uncoated Paper application Coated Paper application Darkblue LIghtblue Darkgreen Lightgreen Yellow Red Gray The The The The The The The 1 color Rev One color logo (black) Reversed logo (white) darker blue logo lighter blue logo darker green logo lighter green logo yellow logo red logo gray logo 15 Large scale use For Print: For Screen: Folder location: Print > Reg_Pantone_U Print > Reg_Pantone_C Print > Reg_CMYK_U Print > Reg_CMYK_C Folder location: Screen > Reg_RGB Filename example: DM_Reg_Pantone_C_Darkblue. Primary logo Available in all logo colors © Demand Media brand@demandmedia.Brand Guidelines V1 Identity FILE FORMATS Our signatures come in a variety of formats for use in a range of applications. each file is categorized using the naming key listed below.png (color name varies for each logo color) Registered logo (Reg) small scale use Available in all logo colors Folder location: Screen > RGB_Reg_ Small Scale Use Available in all logo colors Filename example: DM_Reg_Small_RGB_Darkblue.eps (color name varies for each logo color) Filename: DM_Primary_1col.png (color name varies for each logo color) Available in all logo colors Available in all logo colors .eps (color name varies for each logo color) 1 color reversed logo Folder location: Print_1 color Filename: DM_Primary_1col_Rev.png Filename example: DM_attribution_RGB_Darkblue. On this page.

Identity © Demand Media brand@demandmedia.com TY PO G R A ID PH Y EN TI T Y Brand Guidelines V1 16 .

The typography usage examples on the following pages should be followed to ensure all of our communications appear consistent. WE USE IT IN TWO WEIGHTS— BOLD AND MEDIUM.com ROUNDED FRIENDLY SIMPLE CLEAR ELEGANT PRECISE GEOMETRIC 17 .Brand Guidelines V1 A FRIENDLY FACE GOTHAM ROUNDED IS OUR TYPEFACE. Identity © Demand Media brand@demandmedia. Our typographic style contributes to our distinctive aesthetic. Typography is an important aspect of our brand identity.

) 18 .:.) Gotham Rounded Bold is used for all headlines and titles. It can be purchased directly here.com GOTHAM ROUNDED MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(. Gotham Rounded is designed and distributed by New York type foundry Hoefler & Frere-Jones.Brand Guidelines V1 Identity OUR TYPEFACE: USE IN PRINT GOTHAM ROUNDED BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(. © Demand Media brand@demandmedia.:.. Gotham Rounded Medium is used for the Demand Media logotype.. It should also be used for all standard body-copy.

As with Gotham Rounded.) Arial / Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 19 . we use the Bold weight for headlines.com OUR TYPEFACE: USE FOR WEB Since Gotham Rounded is currently not available as a webfont.Brand Guidelines V1 Identity © Demand Media brand@demandmedia. and Medium for body copy. PROXIMA NOVA SOFT MEDIUM ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(. Proxima Nova Soft Medium and Bold can be purchased directly here. SECONDARY TYPEFACE: USE FOR POWERPOINT In cases where a standard system font is required—such as sales presentation Powerpoint documents—Arial Regular and Bold should be used. we have substituted it with a close alternative called Proxima Nova Soft.:..

CONTENT FOR REAL LIFE 15/17. CONTENT FOR REAL LIFE 10/11. To calculate. multiply the type size by . the leading should be 15% larger than the type size. This provides the eye with a constant starting point for each line. The only exceptions are when typesetting headlines with the Demand Media arrowheads (see page 25) When typesetting headlines. idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. the leading should be 25% larger than the type size. making text easier to read. When setting body copy.15 and add the result to the typesize. To calculate this. idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. DEMAND MEDIA. © Demand Media brand@demandmedia.com As dollestiatum con pratem dolupta dolor sint molessendam.25 and add result to the typesize. All type should be be set to -20 tracking. 10/12.Brand Guidelines V1 Identity TYPESETTING GUIDES: DEMAND MEDIA.5 DEMAND MEDIA. idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. CONTENT FOR REAL LIFE 20/23 As dollestiatum con pratem dolupta dolor sint molessendam.5 Typography is always ranged left. 15/18.75 Body column width should ideally be between 7-9 words long.25 As dollestiatum con pratem dolupta dolor sint molessendam. multiply the type size by . 20/25 20 .

G IEDL RA EENM PH C IC T E O ITN G L YTS PH RA O IC O PH R P O TO I A C L N S GR A ET R A R TE PH O Y WS Brand Guidelines V1 Identity © Demand Media brand@demandmedia.com 21 .

right? The Demand Media logo can in fact appear in one of six vibrant colors. Please note. the Pantone color specified differs. BOLD.com PICK A COLOR ANY COLOR OUR CORE COLORS ARE WHAT GIVE US OUR PERSONALITY. Only use CMYK colors when absolutely necessary. Up until this page. But an all gray logo would be a bit boring. This way. you’ve been seeing an all-gray logo. Please refer to the color breakdowns on this page. and our colors look vibrant. These same vibrant colors cannot be achieved using standard CMYK printing. it is important to always seek to use Solid Pantone inks. As you can see. When using the colors in print. AND COLORFUL. all of our materials will be consistent.Brand Guidelines V1 Identity © Demand Media brand@demandmedia. and for instances where a color logo is not appropriate. Coated Paper PANTONE 285 C Coated Paper PANTONE 305 C Coated Paper PANTONE WARM RED C Coated Paper PANTONE 116 C Uncoated Paper PANTONE 285 U Uncoated Paper PANTONE 305 U Uncoated Paper PANTONE WARM RED U Uncoated Paper PANTONE 115 U R 80 G 150 B 242 HEX #5096F2 R 70 G 212 B 230 HEX #3DD4E6 R 250 G 84 B 54 HEX #F95336 R 254 G 203 B0 HEX #FECB00 Coated C 90 M 48 Y0 K0 Coated C 60 M0 Y7 K0 Coated C0 M 86 Y 80 K0 Coated C0 M 12 Y 100 K0 Uncoated C 70 M 30 Y0 K0 Uncoated C 60 M0 Y 10 K0 Uncoated C0 M 70 Y 66 K0 Uncoated C0 M 12 Y 95 K0 Coated Paper PANTONE 7479 C Coated Paper PANTONE 382 C Coated Paper PANTONE COOL GRAY 10 C Uncoated Paper PANTONE 7479 U Uncoated Paper PANTONE 381 U Uncoated Paper PANTONE COOL GRAY 10 U R 50 G 209 B 126 HEX #32D17E R 200 G 215 B0 HEX #C7D600 R 102 G 110 B 117 HEX #666E75 Coated C 80 M0 Y 65 K0 Coated C 28 M0 Y 92 K0 Coated C4 M0 Y0 K 75 Uncoated C 58 M0 Y 58 K0 Uncoated C 25 M0 Y 84 K0 Uncoated C4 M0 Y0 K 75 22 . And there’s a dark gray color for our typography. our colors are VIBRANT. WE’RE BRIGHT. when printing certain colors onto coated or uncoated paper.

Please refer to the color breakdowns on this page. the Pantone color specified differs. Examples of our color palette in use can be seen on pages 31 and 32.com SECONDARY COLORS Our color palette is bold. They should only be used to complement the core colors. and in certain instances it can appear too bold. • Never use the secondary colors on their own. So we’ve created 6 additional pale colors that can be used to support the primary color palette.Brand Guidelines V1 Identity © Demand Media brand@demandmedia. Our preference is to only use primary color palette across most communications. when printing certain colors onto coated or uncoated paper. Please note. Coated Paper PANTONE 304 C Coated Paper PANTONE 373 C Coated Paper PANTONE 100 C Coated Paper PANTONE 196 C Uncoated Paper PANTONE 304 U Uncoated Paper PANTONE 372 U Uncoated Paper PANTONE 100 U Uncoated Paper PANTONE 196 U R 154 G 222 B 239 HEX #9AE0EF R 212 G 229 B 138 HEX #D4E58A R 252 G 232 B 112 HEX #FCE870 R 255 G 202 B 192 HEX #FFCAC0 Coated C 36 M0 Y6 K0 Coated C 20 M0 Y 42 K0 Coated C0 M0 Y 58 K0 Uncoated C 39 M0 Y 11 K0 Uncoated C 20 M0 Y 48 K0 Coated Paper PANTONE Cool Gray 1 C Coated Paper WARM GRAY 4 C Uncoated Paper PANTONE Cool Gray 1 U Uncoated Paper WARM GRAY 3 U R 236 G 242 B 243 HEX #ECF2F3 R 209 G 209 B 200 HEX #D1D1C8 Coated C3 M2 Y4 K5 Coated C9 M 11 Y 13 K 23 Uncoated C4 M3 Y7 K7 Uncoated C8 M9 Y 11 K 121 Uncoated C0 M0 Y 61 K0 Coated C0 M 23 Y5 K0 Uncoated C0 M 25 Y 10 K0 23 . These secondary colors should only be used when absolutely necessary. Secondary palette—When to use: • Charts or infographics • More expressive graphic communications (such as posters) • Presentation slide backgrounds How to use them: • Only use neutral colors for presentation slide backgrounds.

and photography. the arrows provide a bold and engaging graphic look and feel to all our communications. Used alongside our bold color palette and angled headline typography. Identity © Demand Media brand@demandmedia. The following pages explain how the arrowheads should be used with typography. An important part of our graphic look and feel are the use of arrowheads.com 24 . typeface. The arrows are derived from our logo. color.Brand Guidelines V1 FOLLOW THESE DIRECTIONS GRAPHIC ARROWHEADS Our graphic identity is more than just our logo. and signify connection and action. and colors.

Depending on the rotation of the arrowss. typography will vary from left aligned. L M OR A A E ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T Left and right aligned typography outside of arrows L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T L M OR A A E ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T Left and right aligned typography within arrows L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T The following pages provide some detailed guidelines. anticlockwise. Typography blocks should always relate to the 90° right angle created by the arrows. Right aligned typography U IP R M LO SE RE DO N IP LO A CO ADRET M T R A E U M T G A E IN C GRAPHIC ARROWS: TYPE ALIGNMENT © Demand Media brand@demandmedia. or remain straight as shown in these examples. Typography can also be rotated 45° clockwise. to right aligned. there are specific rules that apply.Brand Guidelines V1 Identity Left aligned typography Left aligned typography — non angled L M OR A AD EM E M O C TU ET LO IPU IN R C R G AD O A IP NS RE E T OF When typography interacts with the arrows.com LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET The examples on this page show the various ways in which typography relates to the arrows. 25 .

and the amount of text within the arrow. and on the following pages. LO M R A AD EM ET ME O I U T LO PU RI C P EN R Brand Guidelines V1 © Demand Media brand@demandmedia. Please follow the guides below. .com 26 LOREM IPU MADOLOR AMET CONSE ETURADIP RECING LOREM IPSUM DOLOR AMET CONSECTETUR ADIPISCING PELLENESQUE CURSUS. M RE UM R LO PS LO I O D A I L O PU OR R M E ET AM A M U E D RI T P Right alignment LOREM IPU MADOL OR AMET CONSE ETU DIP RECING LOREM IPSUM DOLOR AMET CONSECTETUR ADIPISCING PELLENESQUE CURSUS. the typography layout will vary depending on the orientation of the arrow. The width of the border is equal to 12% total width of the arrow.Identity GRAPHIC ARROWS: TYPE ALIGNMENT & ANGLES When placing text within the arrows. LO IP R A SU EM D M O LO R Left alignment 100% 12% Blue lines represent a clear space border.

Brand Guidelines V1 Identity © Demand Media brand@demandmedia. . 6 lines of type (maximum) LOREM IPU MADOL OR AMET CONSE ETU DIP RECING LOREM IPSUM DOLOR AMET CONSECTETUR ADIPISCING PELLENESQUE CURSUS.com 27 GRAPHIC ARROWS: TYPE SIZE & LINE COUNT 100% 12% Right alignment 3 lines of type LO M R A AD EM ET ME O I U T LO PU RI C P EN R 4 lines of type 4 lines of type M RE UM R LO PS LO I O D A I L O PU OR R M E ET AM A M U E D RI T P L M arg a w x e ith 3 Ty in lin pe sp es ac e LO IP R A SU EM D M O LO R Left alignment 3 lines of type 5 lines of type 6 lines of type (maximum) LOREM IPU MADOLOR AMET CONSE ETURADIP RECING Small TypeMax 6 lines within space 5 lines of type LOREM IPSUM DOLOR AMET CONSECTETUR ADIPISCING PELLENESQUE CURSUS.

com GRAPHIC ARROWS: OUTSIDE TYPE USAGE As well as inside the arrows. typography can be placed outside of the arrows. The typography alignment should always relate to the right angle created by the arrows.Brand Guidelines V1 Identity © Demand Media brand@demandmedia. N TO IC E M YO EE U T Left alignment Right alignment 28 . Left alignment L A M OR M A E E M ET T C DO IP U O LO U RE RA NS R C DI E IN P G Right alignment L M OR A AD EM E M O RE TU ET LO IPU C RA CO R IN D N G IP S E N IC M T E EE O YO T U Examples are shown here and on page 33.

3. Some simple examples are shown here. The arrows can appear in a variety of layouts and directions to suit the needs of the layout. The arrows can be rotated 90° or 45°. The arrows can either be used as a pair (facing each other) or as standalone directional arrows. When using as a pair (examples 1.Brand Guidelines V1 GRAPHIC ARROWS: USING CROPS AND ANGLES Identity © Demand Media brand@demandmedia. or further apart. 5 & 6) the distance between the arrows should always remain the same. Please do not move arrows closer together.com 1 2 3 4 5 6 The Demand Media logo. and individual graphic arrows can be cropped in different ways to create dynamic layouts. 29 .

you will need Adobe Illustrator to edit and create design layouts. you will need the font Gotham Rounded Bold installed to edit the text. Also note.LO M R A AD EM ET ME O I C U T LO PU IN R C R G AD O A IP NS RE E T © Demand Media brand@demandmedia.ai This file containds multiple editable layouts. LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET . 30 U IP R M LO SE RE DO N IP LO A O D ET M T C RA AR E U M T G A E IN C An Adobe Illustrator file containing various graphic arrow layouts can be found in the brand assets folder: L M OR A E A ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T GRAPHIC ARROWS: USING ARROWS AND TYPOGRAPHY Identity L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T Brand Guidelines V1 Please note. These will give you a starting point for creating layouts.com Filename: DM_arrow_crops.

Please note. try to stick to using a core color + white. the colors should be complementary.Identity © Demand Media brand@demandmedia. such as two blue shades. LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET Above: When mixing core colors.com 1. stick to blue and green. (see example 3) If in doubt. L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T USING COLOR: DOs 2. DO use our base colors with any white arrows L M OR A E A ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T Some general rules when using color: When using our color palette. (see example 1) When using two colors together. DO use colors that complement each other U IP R M LO SE RE DO N IP LO A O D ET M T C RA AR E U M T G A E IN C We have a vibrant color palette so we need to be careful when using it to avoid clashing colors. pick a complimentary palette. some of these utilize our secondary pale colors. or two green shades (see example 2) You can use secondry colors to complement core colors. . Above: Use secondary colors to complement the core palette. (see example 2) 31 3. Above: Any mix or core color + white is encouraged. keep it simple. LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET Please only use two colors together in addition to white. but as outlined above. DO use colors that complement each other LO M R A AD EM ET ME O I C U T LO PU IN R C R G AD O A IP NS RE E T Brand Guidelines V1 Below are some approved color combinations.

L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T USING COLOR: DON’Ts 32 Avoid these color combinations – They clash and many are difficult to read LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET LOREM IPU MADOLOR AMET CONSE ETURADIP CING ARET . In fact they are so garish you need sunglasses just to look at them.com DON’T use clashing colors DON’T use color combinations that are illegible LO M R A AD EM ET ME O I C U T LO PU IN R C R G AD O A IP NS RE E T L M OR A E A ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T DON’T use 3 varying colors for all graphic elements U IP R M LO SE RE DO N IP LO A O D ET M T C RA AR E U M T G A E IN C The examples on this page show how not to use our colors.Brand Guidelines V1 Identity © Demand Media brand@demandmedia.

LO R D CO O EM N LO IP S R U RE D E E A M C IP TU ME A IN C R T A IN A RE G T Photography can either be placed within the arrows. © Demand Media brand@demandmedia. or can be used full bleed with the arrows on top of the image.LOREM IPU MADOLOR AMET CONSE ETUR CING ARET 33 L M OR A E A E M DO M C TU ET LO IPU IN R C R G AD O A IP NS RE E T U IP R M LO SE RE DO N IP LO A CO ADRET M T R A E U M T G A E IN C L M OR A AD EM E M O C TU ET LO IPU IN R C R G AD O A IP NS RE E T OF Some hypothetical examples are shown on this page. L M OR A AD EM M O ET L IP CO OR U N SE When placing images within the arrows.com L M OR A A E ET ME DO M I C U T LO PU IN R C R G AD O A IP NS RE E T GRAPHIC ARROWS: USING PHOTOGRAPHY Identity L A M OR M A E ET D M C ETU CO OL IPU IN R N O G A S R A DI E RE P T Brand Guidelines V1 . Do not crop out important parts of the image (such as faces) and ensure that the outline shape of the arrow is always clearly visible. please be mindful of composition.

com WHAT’S THAT YOU SAY? SPEECH BUBBLE GRAPHIC In addition to the core arrowhead shapes. L M OR A A E ET ME DO M I RE U T LO PU C RA CO R IN D N G IP S E Filename: DM_speechbubble. divide the height by 10%. An Adobe Illustrator file containing the speech bubble can be found in the brand assets folder: To calculate the correct distance relationship from the type block to the speech bubble. is ta nc e = 10 % of X L M OR A A E ET ME DO M I RE U T LO PU C RA CO R IN D N G IP S E Height of Speech bubble = X D Please note. Please refer to the guidelines on this page that outline the correct distance relationship between the typography and the speech bubble. and should never be used as a standalone shape.ai 34 . The speech bubble shape should always contain typography. you will need the font Gotham Rounded Bold installed to edit the typography. there is a ‘speech bubble’ shape that can be used in graphic layouts.Brand Guidelines V1 Identity © Demand Media brand@demandmedia. This will give you the correct border width.

and experiences. OUR APPROACH TO PHOTOGRAPHY • natural and relaxed—not posed or artificial • everyday and honest—something we can all relate to in real life (with ‘warts and all’.com 35 . We’re not afraid to celebrate that. It’s never fake or frivolous. interactions. It should make you feel like you are right there in the room. So it feels real. our shirts wrinkled— this makes them more believable) • personal and engaging—capturing emotions and intimacy.Brand Guidelines V1 PRETTY PICTURES PHOTOGRAPHY USAGE Our photography captures a slice of everyday life. Real life can be a little weird. our boots have mud on them. honest and straightforward. our coffee cups are dirty. It’s about telling stories through personalities. • sometimes funny. and funny. goofy. Identity © Demand Media brand@demandmedia.

com 36 .Brand Guidelines V1 PHOTOGRAPHY USAGE Further examples. Identity © Demand Media brand@demandmedia.

com PHOTOGRAPHY DON’Ts DON’T use images where people are posing. cold lighting 37 . or are used as props like in a catalog DON’T use interior design that is not lived-in.Brand Guidelines V1 Identity © Demand Media brand@demandmedia. or is contrively staged DON’T use flat.

ai Identity FOOD © Demand Media brand@demandmedia. All of these icons can be found in the file: DM_all_icons. Please refer to the basic guidelines on page 42. but please don’t sprinkle them on every brand communication. Yes. But please use the icons with restraint. and the many different audiences we reach. The icons can appear in any of our primary colors. They are there to support specific themes in marketing communications. they’re cute.Brand Guidelines V1 THE MAKING OF AN ICON A number of icons have been designed to communicate the many different types of content we produce.com HOME 38 .

com ENTERTAINMENT 39 .Brand Guidelines V1 AUTO Identity PETS © Demand Media brand@demandmedia.

Brand Guidelines V1 MEDIA Identity TECHNOLOGY © Demand Media brand@demandmedia.com FINANCE 40 .

com MOMS 41 .Brand Guidelines V1 LIVESTRONG Identity HEALTH © Demand Media brand@demandmedia.

com 42 .Brand Guidelines V1 STYLE Identity © Demand Media brand@demandmedia.

43 . LEARN MORE VIEW SLIDESHOW DON’T add drop shadows DON’T replace letters with icons DON’T rotate icons unless 90° or 45° as part of a group (see right).. DON’T squeeze text inside of the icons DON’T place icons within other icons DON’T overlap icons DO group icons together into compositions. Please follow the guides below to keep us looking our best. DO use them next to text or call-to-action...Brand Guidelines V1 Identity © Demand Media brand@demandmedia. PLEASE DO.com PLEASE DON’T. Here are some examples of icons used in a thoughtful way. but please keep to 90° or 45° rotation of icons..

com 44 .Design Examples EX D A ES M I PL GN ES ST W A IN EB TI TE S ON R ITE ER N Y A L PR IN T Brand Guidelines V1 © Demand Media brand@demandmedia.

DEMANDMEDIA. solum et quo quia voluptatem restiunt fugiat andita conescius voluptate cus sum libusdae.com Digital letterhead template. John Smith Helvetica Regular 10pt on 13pt linespacing 45 .COM Mr John Smith Dear Name. ius magnisitas eicabo. Company Title 340 Bryant Street San Francisco CA 94107 USA Pudis ea coreper esequia estrunt isitam expliquiam autem rempostinis voluptatur. Itas et autam faceat faccab ipiciam endebit atusae incid molupturibus re. Regards. ullam nos nos res am. nestis et fuga. sapid quia nobitis simusae cor aut evel estrum. oditatemped ullab il ipsapero exerciae sintus derum excestium veni dolest.2011 Helvetica Regular 10pt on 13pt linespacing Ita denda nonectem eum volo blatest ibeatibustis elis ra quae magnatur solore ni in corescipsant fugitibus. sitassincil elliatum que volesed ut fugitiam fugiatem qui restrum.COM P/ 310. quia aut dolore por at quamet omnis magnimi. nem faceri tem arit haria sequianiste am res in core sitatemqui ut il incte nullani mporese quidisquis dundantis sim sequae quaerum que sapid unt ipictota dolest adit quia nobis unt quo veratiis et auta earum quo volest. alit fugit fugiaes diat. atur. omnis imil et quaturibus dolectatet moluptaquo beatas sed mi. Iquiatquia sequidelest. quia ne ducilitatus duci num ant eum quas abo. occuptatis vitatem quo officiat voloribusam comnimagniam nullam ape simi. simusapit.Brand Guidelines V1 Design Examples © Demand Media brand@demandmedia. volendi sero voluptas enectur? Occae porem qui dem.4567 E/ ACCOUNTS@DEMANDMEDIA.05.doc STATIONERY 1333 2ND STREET STE 100 SANTA MONICA CA. omnis imus rest. Ut voles et perferspero eaquaestium as et moluptiunto evelia de min poreperumquo bea velit intintur.123. aute voloreptas quis eturiam hitatur alique coritatur aciis eatiatur seque il ilibus cusam incia quiaectota sectur andigeni dit. Is modipid magnam. Envelope Et od eos nist aliqui qui tempeliatum nonse sum ea eaque cone comnimi. Date: 03. 90402 WWW. Filename: DM_letterhead. ipsam am.123.4567 F/ 310. coribus re nis et di si dolentionse verior magnimos int eaturentur sitenti onsequam ut magnihit aut volum aut quiaspe libuscilique none volo optibus exernatis dusam quam fuga.

luttrell@demandmedia. Phasellus a ipsum eros. 2011 10:14AM GMT Cc: Dear Sir. 90402 www. Best Regards.917.luttrell@demandmedia.6438 –––––––––––––––––––––––––––––––––– Arial Regular and Bold 12px typesize 14px linespacing Color R 102 G 110 B 118 Horizontal lines: Repeated em-Dash (Option key plus –) Color R209 G211 B212 Horizontal lines should be at a length.Brand Guidelines V1 Design Examples © Demand Media brand@demandmedia.com 310. Nest –––––––––––––––––––––––––––––––––– Peter Luttrell SVP Ad Solutions & Brand Management –––––––––––––––––––––––––––––––––– Demand Media 1333 2nd Street Ste 100 Santa Monica. CA. Maecenas imperdiet faucibus tellus vel placerat.917.6438 –––––––––––––––––––––––––––––––––– –––––––––––––––––––––––––––––––––– Peter Luttrell SVP Ad Solutions & Brand Management –––––––––––––––––––––––––––––––––– Demand Media 1333 2nd Street Ste 100 Santa Monica. urna varius faucibus ornare.com BUSINESS COMMUNICATIONS — DIGITAL Email Signature From: John Smith Subject: Brand Guidelines Date: May 25. CA. Donec mattis nunc et urna faucibus quis laoreet magna eleifend.com peter. ac porta nunc nisi elementum orci.com 310. Duis ornare. depending on the staff name and title (longest line) 46 .com peter. ante metus eleifend dolor. 90402 www. Nullam quis nisl eu leo faucibus accumsan. Lorem ipsum dolor sit amet.demandmedia.demandmedia. consectetur adipiscing elit.

Brand Guidelines V1 WEBSITE Design Examples © Demand Media brand@demandmedia.com 47 .

com INTERNAL PRINT Shown on the following pages are hypothetical examples. Notebook: The arrow has been adapted to create a pencil New Employee Handbook: Embossed arrows onto neutral kraft card Annual Report cover: 48 . showing the brand identity applied across various materials.Brand Guidelines V1 Design Examples © Demand Media brand@demandmedia.

Brand Guidelines V1 Design Examples © Demand Media brand@demandmedia.com INTERNAL WALL GRAPHICS POSTER TOTE BAG 49 .

you have our appreciation.com Thank you. We know applying these principles takes time and effort. 50 . don’t hesitate to contact brand@demandmedia. but the stories we tell in all our Demand Media communications will be stronger for it.com DESIGN MATTERS If you’ve just read these guidelines. If you ever have additional questions about our visual identity and its application in design. It means you share our belief in details and quality.Brand Guidelines V1 © Demand Media brand@demandmedia.