Tempo Logo Guidelines

Brand Guidelines
Tempo Logo Guidelines
Much more than a simple badge, our logo
embodies what TEMPO is all about. It
tells people who we are, what we stand
for, and what we offer. From colors to
typeface and placement, usage must be
consistent and clear for maximum impact
as our key visual identity.
Logo 1
Logo 1b
Logo 2
Logo 2b
Logo 3
Logo 3b
Only use in extreme cases
Logo 4
Logo 4b
Only use in extreme cases
USAGE
1.
2.
3.
4.
5.
6.
7.
8.
Use the logo as designed.
Use the logo on a dark background with white type.
Type can appear beneath the logo, centered.
Type can appear beneath the logo, centered.
The logo can be used without the type.
The logo can be used without the type.
The logo can be used on various backgrounds.
In extreme cases the logo can be all one color.
1
2
3
4
5
6
7
8
USAGE
1.
2.
3.
4.
5.
6.
7.
8.
Do not rotate the logo.
Do not skew or stretch the logo or alter its shape.
Do not alter the position of the logo and type.
Do not put effects on the logo. (e.g. Drop shadow)
Do not recolor the logo.
Do not outline the logo.
Do not display the logotype alone.
Do not use distracting backgrounds or colors.
1
2
3
4
5
6
7
8
CLEAR SPACE
The illustrations below show the required
clear space around the logo. The clear
space is equal to the cap height of the E in
TEMPO.
Clear space
Try to keep other design elements outside
of the clear space.
Logo boundaries
Clear space (type)
CLEAR SPACE
The illustrations below show the required
clear space around the logo when
separated from the type. The clear space is
equal to the circle radius of the inner white
circle of the logo.
Try to keep other design elements outside
of the clear space.
Clear space
Circle radius
COLORS
RGB:
HEX:
CMYK:
PANTONE:
143 - 195 - 227
#8FC3E3
63 - 0 - 0 - 0
297
The TEMPO logo consists of 5 colors.
Two hues of blue, green, orange and a
rich dark gray.
The colors can be used on support
material such as typography and
other forms and elements.
Use the Pantone values for color
matching.
RGB:
HEX:
CMYK:
PANTONE:
90 - 143 - 173
#5A8FAD
81 - 27 - 20 - 0
7459
RGB:
HEX:
CMYK:
PANTONE:
163 - 203 - 49
#A3CB31
56 - 0 - 100 - 0
375
RGB:
HEX:
CMYK:
PANTONE:
221 - 145 - 33
#DD9121
0 - 50 - 100 - 0
144
RGB:
HEX:
CMYK:
PANTONE:
36 - 36 - 36
#242424
66 - 57 - 54 - 75
419
TYPE
The logo contains a slightly modified Futura
Bold, designed by Paul Renner in 1927.
Futura can be used as headlines, buttons
and important text with the TEMPO brand
such as on the website and brochures.
Futura within the TEMPO brand is almost
always set in uppercase.
Futura
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
TYPE
Serifa, designed by Adrian Frutiger, is used
for certain headlines and body text within
the TEMPO brand.
Serifa often requires a bit of kerning.
Especially in bigger font sizes.
Serifa
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
(.,:;?!£$&@*) 0123456789
FILES
The TEMPO logo comes in various files
types. Use the file type guide below if you
are working with the TEMPO logo and have
access to the source files.
.ai
.eps
Adobe Illustrator Source files. When
working with vector versions of the
logo it’s best to get it from this file in
Illustrator. Contains color information.
Encapsulated PostScript file
containing each logo version. Vector
based. Use this when you need a
single logo for print or for the web.
.pdf
.jpg
Portable Document Format. Great for
sending around or to have as a
reference. Contains color information.
800px wide JPG images on white
background. Good for the web and
email. No transparency.
.psd
.tif
All the logos inside a Photoshop PSD
file. Good for the web and screen
design. Transparency.
Tagged Image File Format files in
300ppi quality. These are rasterized.
Almost always use .eps instead.
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