ELEMENTS STYLE GUIDE

ART is the most important word in the brand’s name. We use the shape of an A to be the outline of the logo. This triangular shape represents speed and movement. Inside of the “A” shape is a “U” and a “P” that stands for UNDER and PRESSURE the other two elements that complete the logo. The three shapes together represent collaboration, and layering which are fundamental components in the graffiti culture.

ART UNDER PRESSURE LOGO

Unless otherwise prescribed, the logo should be surrounded by an area of white space equal to at least one and a half X-height units with the tagline and without (see illustrations above). The X-height is defined as a square whose sides are the same length as the height of the letters in the brand logo.

CLEAR SPACE

XX X

XXX

X

X

MINIMUM ACCEPTABLE USAGE

31.75mm

Only these logo color combinations are permitted. Do not create your own variants. Always reproduce them from approved artwork. Four different versions of our logo color combinations may be used:

GRAYSCALE/BLACKFor black and white publications, or against light or bright colored backgrounds where the primary version is unreadable. Reverse d White: Reversed to white against a dark or bright background, where the primary version is unreadable.

PMSUse for one or two color print projects, see color chart.

PRIMARYCMYK mix of magenta, see color chart.

COLOR VARIATIONS

GRAYSCALEWhite backgroundSolid background

BLACK AND WHITEWhite backgroundSolid background

PMS 370White backgroundSolid background

VARIATIONS

Our logos are custom-designed artwork. With this in mind the proportions and positioning of each element in our logo configurations are important to uphold. Never alter the logo in any way. Here is a list of common mistakes to make it easy to avoid misrepresentation:

Do not move or reposition any logos elements

Do not stretch or distort the logos in any way

Do not rotate the logos

Do not skew or stretch the logo

Do not add effects or shadows to the logo

Do not use any other taglines with the logo

UNACCEPTABLE LOGO USAGE

imagine whatys possible

Appropriate use of the logo is the most important part of maintaining the .org brand. The consistency of its appearance is critical to communicating the principles and overall strength of the brand.

Do not change any colors in the logos

Correct usage

RGB239/59/57

HEX#EF3B39

CMYK0/92/83/0

PMS370

COLOR PALETTECMYKTo ensure correct color reproduction use for four color printing. PMS: Primarily for logo color matching and two color printing. PMS Colors are standard colors with the majority of printers around the world.

RGB/HEXUsed for web and screen applications, this includes PowerPoint presen-tations. RGB/ HEX colors will not reproduce the correct colors if printed professional, therefore they are not to be used for printed materials. Your screen my convert the colors differently depending on specific settings and calibration. HEX values are standard on the web.

Electronic logo files that are supplied by the Public Information Registry are the only files that should be used.

LOGO COLOR BUILDS

Appropriate typography is important in the presentation of the Brand. The guidelines below explain which typefaces can be used in specific contexts; do not vary from these specifications or introduce other typefaces.

Helvetica (Light)ABCD EFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Helvetica (regular)ABCDE FGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Helvetica (bold)ABCDEFGHIJKLMNOPQRSTVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Helvetica (Bold Oblique)ABCDE FGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Marten Grotesque Caps ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Marten Grotesque ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

TYPEFACE

THE TYPEFACE IS AN IMPORTANT ELEMENT OF THE ART UNDER PRESSURE BRAND APPERANCEMarten Grotesque Caps type family is used to complement the Art Under Pressure logo, it sets a confident, contemporary tone. It should be used on the headers only.

Helvetica gives users a lot of flexibility by offering a broad range of type weights and styles. It should be used for body text.

Use Marten Grotesque Caps and Helvetica regular in all professionally printed materials.

WEB TYPEFACEArial and VerdanaUse for web and screen applications. For headers useArial; body copy use Verdana.

POWERPOINT PRESENTATIONSUse Helvetica for thte body and Marten Grotesque for the headers.

PRIMARY TYPEFACE

CMYK100/0/0/0

RGB0174/239

PMS 343

HEX #00a8bc

TINTS40%

70%

100%

40%

70%

100%

40%

70%

100%

TINTS

TINTSCMYK75/5/100/0

RGB0174/239

PMS125

HEX #33K5N0

COMPLEMENTARY COLORS OPTIONS

RGB239/59/57

HEX#EF3B39

CMYK0/92/83/0

PMS370