Brand Style Guide(DRAFT 1)

January 12, 2018

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Logo Usage ............................................................................................. 2 - 3

Color Palette ........................................................................................... 4 - 5

Graphics .................................................................................................. 6 - 7

Photo Representation ............................................................................. 8 - 9

Web ........................................................................................................ 10 - 14

Font Usage .............................................................................................. 01

Grid System ............................................................................................. 01

Stationery ............................................................................................... 01

Presentation Template ............................................................................ 01

Introduction

Idoneous Consulting is a certified 8(a), woman-owned, small business that

provides an integrated array of services to federal government agencies in

support of scientific, health, and technical initiatives from discovery through

implementation. With offices in Silver Spring, Maryland; Atlanta, Georgia; and

Louisville, Colorado; our team crafts innovative and custom solutions to fit each

client’s specific needs.

This brand style guide document contains the rules and guidelines for the

composition, design, and general thematic look-and-feel of all of a brand’s

collateral. The purpose of this brand style guide is to form and maintain all of

those various elements that, when combined, spell out the entire brand as

it’s recognized.

Table of Contents

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B R A N D S T Y L E G U I D E

Principles

The Idoneous logo is the premiere visual compo-nents of the company brand and identi ty. The con-sistent usage of the logo is key to the development of brand equity through the growing associati on of the recogniti on of the company to its reputati on for the provision of excellent services.

Brand equity refers to a value premium that a com-pany generates from a product with a recognizable name, when compared to a generic equivalent. Companies can create brand equity for their prod-ucts by making them memorable, easily recogniz-able, and superior in quality and reliability.

Usage and Executi on

The Idoneous logo specifi c features–colors, propor-ti on, and spacing must be precisely consistent to maintain the integrity of the trademark. This logo form is now the Company’s offi cial trademark and its structure must therefore be strictly adhered to in its enti rety and in terms of how it is used.

No alterati ons from the original format are acceptable.

General Logo Form Elements –Primary logotype: Avenir BlackTagline logotype: Avenir Medium

Standard Font Color: HEX: #385B6BRGB: 56/91/107CMYK: 82/55/43/21

Logomark/Icon and Line Color:(same for Standard and Inverted backgrounds)HEX: #00ABB8RGB: 0/171/184CMYK: 78/9/28/0

Inverted Font Color(opti onal for dark backgrounds)HEX: #DDE3E6RGB: 221/227/230CMYK: 12/6/6/0(Shown on a sample dark background: #303030)

Icon (internal Fill): (same for Standard and Inverted backgrounds)HEX: #FFFFFFRGB: 255/255/255CMYK: 0/0/0/0

do not condense

do not extend

Black, White and Spot Color Usage

All Black logo used for one color (spot) applicati ons such as for signage and premium items: CMY(K): 0/0/0/100(100% Black for spot color or other one level im-pression postscript producti on applicati ons)

All White logo used for one color applicati ons (opti onal for dark backgrounds)CMYK: 0/0/0/0(0% color for inverted applicati ons)

Logomark/Icon:

This logo mark can be opti onally used as a water-mark or as a secondary a branding element/graphic. It must always be used in concert with the offi cial complete logo form (logo type and logo mark) on a document or other publicati on.

Example usages: 1. website Favicon2. lett erhead watermark3 animati on sequences.

Logo Usage

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do not condense

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Hexadecimal: #00B5ECRGB: 0/181/236CMYK: 69/8/0/0PMS Coated: 2995

Hexadecimal: #3473B7RGB: 52/115/183CMYK: 82/52/2/0PMS Coated: 660

Hexadecimal: #A37FAFRGB: 163/127/175CMYK: 38/55/7/0PMS Coated: 7440

Hexadecimal: #D69460RGB: 214/148/96CMYK: 15/46/70/1PMS Coated: 521

Color Palette

Primary Business Colors

The colors specified to the right are the primary business colors defined to represent the company and should be used consistently as one of the visual identity elements of the brand.

These colors are used in the logo and should be used consistently as the primary color palette for charts, illustrations, grid and structure graphics, interface complements, etc.

Numerical color designations are provided for elec-tronic and print applications.

Special Use Alternative Colors

The colors specified to the right are optionally used for inverted logo and background applications (see logo specifications on Page 2) and can also be used as a part of the Secondary Color Palette as matte colors.

Secondary Color Palette

The colors specified to the right are the secondary colors primarily used to distinguish each of the Idoneous services. These colors should be used con-sistently on digital and print content relating to the corresponding services.

Scientific & Technical Support (ST)

Communications Solutions (CS)

Operations & Administrative Services (OA)

Human Capital Management (HC)

Hexadecimal – HTML/web RGB – standard screen/monitorCMYK – conventional offset color for printPMS Coated – pantone spot color for print

Hexadecimal – HTML/web RGB – standard screen/monitorCMYK – conventional offset color for printPMS Coated – pantone spot color for print

Hexadecimal: #385B6B RGB: 56/91/107CMYK: 82/55/43/21PMS Coated: 7545

Hexadecimal: #00ABB8RGB: 0/171/184CMYK: 78/9/28/0PMS Coated: 7710

Hexadecimal: #DDE3E6RGB: 221/227/230CMYK: 12/6/6/0PMS Coated: 649(Optional for an inverted logo and a secondary color)

Hexadecimal: #303030RGB: 48/48/48CMYK: 70/64/63/61PMS Coated: 426

Hexadecimal: #FFFFFFRGB: 255/255/255CMYK: 0/0/0/0PMS Coated: Opaque White

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Graphics

Scienti fi c & Technical Support Scienti fi c & Technical Support

Communicati ons Soluti ons Communicati ons Soluti ons

Operati ons & Administrati ve Services Operati ons & Administrati ve Services

Human Capital Management Human Capital Management

Services Identi fi cati on Icons

The icons shown to the right represent the primary Idoneous services and should be used consistently on digital and print content when representi ng the corresponding services.

These are simplifi ed vector graphics with compo-nents that are used to represent aspects of the Idoneous services from a generic or conceptual “high-level” perspecti ve.

The line art characteristi cs of these

should be used consistently for charts,

icons, and infographics. All the colors from

the primary and secondary color palett e

should be used.

Dimensional Icons Used on idoneousconsulti ng.com

The icons shown to the right are the dimensional versions shown to represent the primary Idone-ous services on the website for contrast on a dark background. They are created with Opaque White and ti nts of the secondary colors selected to repre-sent the services areas. These images include a drop shadows and are saved to a PNG fi le format which includes an alpha channel for transparency.

These dimensional were created from

the vector drawings created in Adobe

Illustrator and were imported into Adobe

Photoshop where they were modifi ed with

layers and dimensional eff ects.

Scienti fi c & Technical Support

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Photo Representati on

Acquired Stock Photography Resources

The photos shown in this secti on include the select-ed photos used for a generic representati on of the company in additi on to photos selected to generally represent the four primary services areas. A stan-dard license has been acquired from iStockPhoto (11.30.2017) for these photos which includes usage in adverti sing, marketi ng, apps, websites, social me-dia, TV and fi lm, presentati ons, newspapers, mag-azines and books, and product packaging, among hundreds of other uses. Check out the full content license agreement at htt ps://www.istockphoto.com/legal/license-agreement.

theme1_iStock-184599862.jpg

theme2_iStock-691511758.jpg Scienti fi c & Technical SupportST_iStock-467714853.jpg

Scienti fi c & Technical SupportST2_iStock-520292267.jpg

theme4_iStock-700685152.jpg Operati ons & Administrati ve ServicesOA_iStock-474096946.jpg

Human Capital ManagementHC_iStock-597955088.jpg

theme3_iStock-484850306.jpg Communicati ons Soluti onsCS_iStock-636409332.jpg

Communicati ons Soluti onsCS2_iStock-537275212.jpg

Image selected as a representati on for leadership andfor a certi fi ed 8(a), woman-owned company.

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Web

The Idoneous Business Web Presence

The Idoneous web site’s primary existence is to be used as a platform to establish its presence in the market as a provider services to federal gov-ernment agencies in support of scientific, health, and technical initiatives. In addition providing its mission statements and visual brand identity, it provides descriptions of its primary services as well as provide status and credentials of the company as a leader in its market. Its existence on the Internet is maintained to provide an opportunity for external review for new business prospects, existing clients, researchers, and recruiting prospects.

Site Outline:

Home Page - brand identity; competitive status; mission statement; introduction to primary services; and primary navigation links

About Us - definition of the Idoneous distinction; President & CEO

GSA Schedule - GSA Contract Holder

Clients - select list of clients

Contact Us - contact form and information

Web Hosting: GoDaddy.com

Built for Responsive Web Design for Mobile Devices

Built on a customizable Word Press platform for optimum usability for mobile devices.

Desktop View

Smartphone View

Portrait Tablet View

idoneousconsulting.com

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Web

idoneousconsulting.com/scientific-technical ... /communications-solutions ... /operations-and-administrative-support ... /human-capital

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Web

idoneousconsulting.com/clients/ ... /contact

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C O M P R E H E N S I V E .

C O M P L E T E .

T H E P E R F E C T F I T.

Created by Pure Vision AssociatesEmail: svgibon1@verizon.net

SAVENA ALLEN, M.S.President & CEO

sallen@idoneousconsulting.com

DAVID ALLEN, M.S.Vice President of Business Development

dallen@idoneousconsulting.com

HEADQUARTERS8070 Georgia Ave., Ste 201

Silver Spring, MD 20910 301-476-1798

ATLANTA OFFICE3399 Peachtree Road, NE, Ste 400

Atlanta, GA 30326 404-751-5072

DENVER OFFICE357 S. McCaslin Blvd., Ste 200

Louisville, CO 80027 303-926-4909