1. Business Formula Logo & Brand Identity Guidelines
by Sheikh Studios.Inc — Sheikh ShahabuddinPrepared 01/08/16
Business Formula
Logo & Brand Identity
Guidelines
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2. Business Formula Logo & Brand Identity Guidelines
Contents0
Logo Specifics0.1
Typeface Details0.2
Typography in Use0.2.1
Colour Specifications0.3
Logo Styles (lock-ups)0.4
Logo Best Practices0.5
Business Formula Logo & Brand Identity Guidelines

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Business Formula Business FormulaLogo & Brand Identity Guidelines Logo & Brand Identity Guidelines
Logo Specifics0.1
Logo Clear Space
Logo Meaning
Grey stripped area indicates
Safe Zone. Other graphical
and visual elements can be
safely positioned up to the
adjoining Blue Area.
Blue Indicates Clear Space.
The blue area must be kept
free of all other graphical
and visual elements
The minimum required Clear
space is defined by the
measurement ‘X’ (equal to
the height of the uppercase
letters, known as the ‘cap-
height’. The width is equal
to the height.)
The Flask and Liquid :
Representing the wording
“Formula” with the floating
solution.
Two Colors giving the look
of floating liquid in the flask.
While the flask it self is dark-grey
for highlighting the liquid inside.
The Dollar :
Representing the Business’s
Growth and Success, round in
circle representing the oxygen
molecules, as the tag-line or
sologen says.
The same dollar sign will be use
as a sign of comapny in marketing.
As a second sign/sub-logo for
company.
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4. Business Formula
“Exo Medium” is the primary font
used for the logotype/logo wording.
Only two font styles are used
for the logo, and they are both
from the same typeface
family: Exo.
The huge variety of font
weights and widths will ensure
immenense flexibility, and
consistency for the future
growth of the Co. identity.
Logo & Brand Identity Guidelines Business Formula Logo & Brand Identity Guidelines
Typeface Details0.2
ABCDEF
abcd12345
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 (!@#$%&.,?:;)
ABCDEF
abcd12345
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 (!@#$%&.,?:;)
When to Use:
The Typeface Family
“Exo Light” is to be used for all other
forms of standard body text, ranging
from: stationary, website design,
brochures and all forms of general
correspondance.
It’s also used to draw attention to the
2nd half of the tag-line.
When to Use:
Exo was meant to be a very
versatile font, so it has 9 weights
each with a true italic version. It
works great as a display face.
It can also be used as the standard
when stronger empasis is needed,
such as in: stationary, website design,
brochures and all forms of general
correspondance.
EXO (MEDIUM)
EXO (LIGHT)

5. ABCDEFGHIJKLMNOPQRSTUVWXYZ
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Business Formula
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“Exo Medium” is used for:
“Business Formula”
For the main Text in Logo.
Logo & Brand Identity Guidelines Business Formula Logo & Brand Identity Guidelines
Typography in Use0.2.1 Exo (Medium)
Exo (Light)
When to Use:
“Exo Light” used for the tag-line
or for the slogan.
For the other Text in Logo.
When to Use:
Note: The fonts will be always light, and will be small letters
instead of capitals, to give the client a user-friendly
environment, espcailly in social networks and e-mails.
(That’s the image of the corporate)

6. Business Formula Logo & Brand Identity Guidelines Business Formula Logo & Brand Identity Guidelines
Colour Specifications0.3
Light Sea Green
Persian Green
Payne’s Gray
Casper
PROCESS C : 80 M : 10 Y : 45 K : 0
SCREEN R : 0 G : 167 B : 157
WEB HTML #00a79d
PROCESS C : 73 M : 10 Y : 43 K : 0
SCREEN R : 25 G : 185 B : 168
WEB HTML #1ab9a8
PROCESS C : 0 M : 0 Y : 0 K : 90
SCREEN R : 64 G : 64 B : 64
WEB HTML #404041
PROCESS C : 27 M : 20 Y : 19 K : 0
SCREEN R : 187 G : 189 B : 191
WEB HTML #bbbdbf

7. ABCDEFGHIJKLM…
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Business Formula Logo & Brand Identity Guidelines Business Formula Logo & Brand Identity Guidelines
Logo Styles0.4
Primary Full Tone Colour
Primary Full Flat Colour
This is the primary logo to use,
This is your main go-to-version
of the logo, except for limited
exceptions below.
Solid Black
The solid black version is only to
be used for Fax, and some forms
of black/white commercial printing
applications, such as local newspapers
etc, where course halftones are used.
Social Media
There 2 versions of the Social
Media profile image. Each are
saved with Transparent
backgrounds.
The 1st one can be used for all round & square
cornered pro e destinations, such as: Twitter,
Facebook etc, and is placed within a container
(shown as cylan & magenta keylines).
The 2nd one is for circular pr le destinations,
such as: Google+, Instagram etc and as such
does not come inside a container.
Full Tone Greyscale
The greyscale version can be
used for higher quality, but still
B/W print reproduction, where
a finer halftone screen is used.
This is the flat colour version,
and can be used in environments
that might require a cleaner
aesthetic.
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8. ABCDEFGHIJKLM…
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Business Formula Logo & Brand Identity Guidelines Business Formula Logo & Brand Identity Guidelines
Logo Best Practices0.5
Do Not: Logomark
Do Not: Logomark
Do Not: Fonts
Do Not: Sizing
Do Not: Colour
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To ensure your brand logo is
not the victim of aesthetic
vandalism, the general rule to
abide by is: do not change, alter,
modify any part of the logo.
Some examples of logo
missuese are shown below.
Do not resize or change the
position of the logo mark.
Do not use any other font, no
matter how close it might look
to “Exo”.
Do not use squish or squash the
logo. Any resizing must be in
proportion.
Do not change the colours even
if they look similar. Use the official
colour specifications detailed in these
guidelines.
Background Suggestions :
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For Dark Background, The Flask Color can be changed to light grey.
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