ESPADLAND Brand Guidelines
Everything you need to show ESPADLAND correctly: the logo in every version, the colors, the space it needs and the few rules that keep it recognizable. Use the files as they are.
[ 01 / 09 ]
The logo
The ESPADLAND logo is one drawing in three parts. It is always shown whole: no part is used on its own as the company sign.
The columns
A row of teal columns stands over the name. It is the largest part of the logo and the first thing people see.
The name
ESPAD LAND is drawn in angular, key-pattern letters. The letters are part of the drawing, not a typeface, so they are never retyped.
Two orange lines
One thin orange line runs above the name and one below it. In the logo, orange appears only in these two lines.
Columns
Line
Name = h
Line
- Proportion 3 : 2. The full logo is about one and a half times as wide as it is tall.
- Columns: almost three quarters of the height.
- Name (h): about one sixth of the height. h is the unit for the clear space below.
- Lines: the same orange line above and below the name, as wide as the name.
[ 02 / 09 ]
Logo versions
Each version with its files. The main logo is the default; the others are made for round, small or social places.
Main logo
3 : 2 · TRANSPARENT PNGThe columns, the name and the two lines. First choice wherever there is room: the website, documents, slides, packaging and print. It works on white and on dark backgrounds.
On lightOn dark
Badge
1 : 1The logo inside a teal and an orange ring on black. For stickers, seals, video end cards and other round places.
Profile picture
1 : 1The logo in a black circle with an orange ring. For social media profiles, avatars and app listings.
Share image and icon
1200 × 630The logo on black for link previews on social media and in messaging apps, and the browser icon of the website.
[ 03 / 09 ]
Space and size
Give the logo room and never show it smaller than its name can be read.
hhhh
Clear space
Keep free space around the logo at least as large as h, the height of the name ESPAD LAND. No text, picture or edge may come inside it.
Smallest sizes
| Version | On screen | In print |
|---|---|---|
| Main logo | 120 px wide | 30 mm wide |
| Badge and profile picture | 48 px | 15 mm |
| Browser icon | 16–32 px | – |
[ 04 / 09 ]
Using the logo
A few rules keep the logo the same everywhere it appears.
Do
- Use the files from the brand kit exactly as they are.
- Keep the clear space and the smallest sizes.
- Place it on calm, plain backgrounds: white, light grey, graphite or black.
- Scale it with its proportions locked.
- Use the badge or the profile picture where a round or square sign fits better.
Do not
- Redraw, retype or rebuild the logo.
- Use the columns or the name on their own as the company sign.
- Change the teal or the orange, or add other colors.
- Put it on busy photos or patterns.
- Combine it with another logo into a new sign.
Do not stretch or squeeze it
Do not rotate it
Do not change the colors
Do not add shadows, glows or outlines
Do not place it on busy pictures
ESPAD LAND
Do not type the name in a font
[ 05 / 09 ]
Color
Teal and orange come from the logo; graphite and white carry the pages around it. Click a value to copy it.
Logo
ESPAD teal
HEX
#008798RGB
0 135 152CMYK
100 11 0 40The columns and the name in the logo; buttons, headings and icons on the website.
Logo
ESPAD orange
HEX
#F7941DRGB
247 148 29CMYK
0 40 88 3Only the two lines in the logo; small accents and lines on the website. Never for text on white.
Surface
Graphite
HEX
#1A1B1ERGB
26 27 30CMYK
13 10 0 88Dark sections and page headers, and the dark background for the logo.
Surface
White
HEX
#FFFFFFRGB
255 255 255CMYK
0 0 0 0Light backgrounds for pages, documents and the logo.
Teal for text: #007582
For small teal text and labels on white, use this deeper teal (contrast 5.4 : 1). ESPAD teal #008798 is for the logo, buttons and large headings (4.3 : 1).
Orange stays rare
Orange on white has a contrast of only 2.3 : 1, so it is a line or an accent, never text. On graphite or black it can carry short labels.
CMYK is worked out from HEX: check a printed proof before a print run.
[ 06 / 09 ]
Typography
ESPADLAND has its own lettering, drawn for the logo. Around it, the website uses two typefaces.
ESPADLAND’s own lettering
ESPAD LAND lettering
Square, key-pattern letters made only of straight strokes and right angles, set between the two orange lines of the logo. Each word is one continuous shape: ESPAD and LAND.
- Stroke one fifth of the letter height
- Word space two strokes wide
- Color ESPAD teal, orange lines
It is drawn, not a font file: it exists only as the logo artwork, so it is never typed or used for other words.
Aa
Poppins
Body text, menus, buttons and page titles across the website.
ABCDEFGHIJKLM abcdefghijklm 0123456789
Aa
Inter
Section headings on the content pages.
ABCDEFGHIJKLM abcdefghijklm 0123456789
Both typefaces are free under the SIL Open Font License.
[ 07 / 09 ]
Motion
The animated logo: lit columns turn into the logo and the name forms underneath them.
13 seconds, 720 × 720 px, with sound. Use it at the start or the end of a video, unchanged.
[ 08 / 09 ]
Name and voice
How to write the name, and how the brand sounds.
Writing the name
- ESPADLAND: capitals, one word, in running text.
- ESPAD LAND, with one space, as in the logo, is also correct.
- Not Espadland, Espad-Land or ESPAD on its own as the company name.
- The brands are written in capitals too:
ESPAD HANDESPAD CAREESPAD LIFEESPAD PALMESPAD COINESPAD GIFTESPADMAG
Voice
- Clear, honest and plain. Short sentences, no hype.
- Never promise income: commissions are paid only on product sales.
- Never claim a certificate or an award before it is granted.
- All public texts are in English (US).
Slogan: Beginning of the End
Our values: Good Thoughts, Good Words, Good Deeds
Our values: Good Thoughts, Good Words, Good Deeds
[ 09 / 09 ]
Files
All logo files in one download, sorted into folders.
ESPADLAND brand kit
Main logo (transparent PNG in five sizes), badge, profile picture, share image, browser icon and the logo motion. ZIP, 6.4 MB.
- logo/ Main logo, transparent PNG: 1994, 1200 px wide; square 2673, 1024, 512 px; lettering 1684 px
- badge/ Badge on black: 1500 and 500 px
- icons/ Profile picture 512 px, share image 1200 × 630 px, favicon.ico
- motion/ Logo motion with sound, MP4, 720 px
For press requests, print files or a use these rules do not cover, write to info@espadland.com or use the contact page.