Style Guide
Style Guide.indd 1 5/09/11 3:09 PM
About The Company Angie and Tony is a toy company specialising in toys for toddlers in the age group of 0-5 years. We specialise in push toys and play sets. A toddler is a proverbial ball of energy. If you doubt this, just ask anyone whos tried to keep up with one. Theyre eager to try all sorts of physical feats and curious to investigate everything that catches their eyes. Here at Angie and Tonys we wish to captivate them at one or both of these levels. Imagination and fun are the building blocks of this company. The Logo The design is based around plush toys, one of the stores speciality items. The key was to design a brand that is friendly, fun, intelligent, welcoming, and energetic. All the things that would attract children and their parents to have a visit to Angie and Tony. We wanted to give it a happy vibe. It had to be kept in mind that the logo should appeal to kids and also parents, often the people making the purchase. It had to be adaptable to different platforms. In order to meet the set requirements, the logo has been kept simple. The little alien has been made from the American Typewriter typeface. It clearly indicates the company as a toy store. The typeface for Angie and Tony has been kept very soft and rounded to indicate the association to toddlers. We wished to incorporate colours that appealed to toddlers, both girls and boys. Hence a variation of blue and magenta was used. This we believe depicts the playfulness of infants and manages to capture the essence of the company. Terms and Conditions The Angie and Tony logo is a unique reflection of the companys name and visual identity values. Care should be taken to ensure that its use is consistent at all times. To maintain the integrity of the logo, the configuration of the Angie and Tony name must not deviate from what is shown here. The logo should not be used with a non - contrasting background.
The Logo
Style Guide.indd 2 5/09/11 3:09 PM
Pantone 639 C
Pantone 7425 C
R = 0 G = 165 B = 217
R = 222 G = 57 B = 110
C =100 M = 0 Y = 4 K = 5
C = 0 M = 90 Y = 30 K = 7
Pantone Process Black R = 35 G = 31 B = 32 C = 0 M = 0 Y = 0 K = 100
Colouring the logo
Style Guide.indd 3 5/09/11 3:09 PM
x 3x
3x
9.1x
2x 3x 3x
1.5x
2.5x 3x
This is the only logo that may be used. The Angie and Tony logo must not be altered in any way. Use digital versions only. Do not scan a printed sample under any circumstances. The Angie and Tony logo should always appear in a non - contrasting background and maintain a minimum area of isolation space (3x). Where the logo is placed on a cyan or magenta background, place a white stroke line around the logo. There should be a clear space of width 3x around the logo at all times.
27mm 10mm Minimum size of the logo
Logo Specifications
Style Guide.indd 4 5/09/11 3:09 PM
Primary Typeface
Station Medium
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJLKMNOPQRSTUVWXYZ 0123456789!@^&*()<>?:{};,./\|
Station Medium Text Regular 12/14 Obis conestrum dunt harum ute modit, sitia volut autem et il ium explamust, ut ist, oditiis asperia consequis et des moluptatiis qui am, quias dera dic temque moluptatione necus nobitatque pa nonem re sed eaque verferum quas aut quam renia di consedici deniet fugiasi moluptia eos consequi solest optaspitios de odis dollesequia volori dolupti nosam fugitem fugiatem nonsercia di to exceptat eum consecernam quo consequam, sum ute molorro quibus aboria ilicimodi apel eos repro eium aut magnatu ressita voluptaquo inctota se nonse lam aborero eatus.
Typeface
Style Guide.indd 5 5/09/11 3:09 PM
Style Guide.indd 6
5/09/11 3:09 PM
