Brand Identity

Primary Logo

This is the main logo that will be used across brand applications. This trademark helps audiences easily identify Advanced Structural Drying Technologies, products, web presence, ads, and other materials, and enhance the professionalism of the brand. It is essential to the success of the brand that the logo always be applied with care and respect in every application according to these guidelines.

Use the monochromatic logo when where full color versions canít be used.

Primary Logo

Monochromatic Version

Use the monochromatic logo where full color versions canít be used. Those can be chosen from the colors listed on the left.

Black can be used on light backgrounds and white can be used on dark backgrounds. The yellow should be your last choice where both black and white are not standing out well.

Secondary Logo

This is a simplified version of the primary logo.
– Use when there is not enough space to fit the primary logo and easily read the text.
– Can be used in place of primary logo when you want to brand a photography or image.

It should never be used directly next to the primary logo.

Secondary Logo

Monochromatic Version

Use the monochromatic logo where full color versions canít be used. Those can be chosen from the colors listed on the left.

Black can be used on light backgrounds and white can be used on dark backgrounds. The yellow should be your last choice where both black and white are not standing out well.

Primary Logo

Recommended clearspace

Clearspace

To ensure the legibility of the logo, it must be surrounded with a minimum amount of clearspace. Minimum clearspace is half the size of arrow in the logo. No other logos, type, or other graphics elements should infringe on itís space.

Sizing

Scale and proportion are determined by the available space, aesthetics, function, and visibility. There is no maximum size for the ASDT logo.

Digital

40px height minimum

Print

0.4 inches height minimum

Secondary†Logo

Recommended clearspace

Clearspace

Minimum clearspace equal the size of arrow in the logo.

Sizing

Scale and proportion are determined by the available space, aesthetics, function, and visibility. There is no maximum size for the ASDT logo.

Digital

40px height minimum

Print

0.4 inches height minimum

Improper usage

Donít rotate

Donít skew or shear

Donít outline

Donít use the wordmark by itself

Donít pick your own colors

Donít create your own lockups

Donít switch arrow colors

Donít switch the order

Donít add any effects

A few rules are necessary for maintaining the logo’s integrity. Do not compromise the overall look of the logo by skewing, rotating, or distorting in any way. A few examples of some ways you should never consider using the logo are shown on the left side. Same applies to secondary logo.

Typography

Metropolis Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Metropolis Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Metropolis Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Metropolis Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Metropolis Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Metropolis Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Metropolis Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Metropolis Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789

Typography is a powerful brand tool when used consistently.
Metropolis is a brand font and should be used when designing or marketing ASDT.
Combining with other fonts is not allowed.

Typography Application

Example

Lorem Ipsum

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Headlines
– Metropolis Bold, title case, left aligned
– Leading is +20% – when the point size of the text is 40pt the leading becomes 40 plus 20%(4pt) which equals 44pt
– Tracking is 0

Body copy
– Metropolis Regular, sentence case, left aligned
– Leading is +50% – when the point size of the text is 12pt the leading becomes 12 plus 50%(6pt) which equals 18pt
– Tracking is 0

Color Palette

ASDT Yellow
HEX: #FED700
RGB: 254, 215, 0
CMYK: 1, 13, 100, 0

Black
HEX: #191515
RGB: 25, 21, 21
CMYK: 0, 0, 0, 100

White
HEX: #FFFFFF
RGB: 255, 255, 255
CMYK: 0, 0, 0, 0

Color is an integral part of the brand identity design. Consistent use of the color palette will not only reinforce the cohesiveness of the brand, but color also serves a psychological purpose by communicating a certain feeling to your audience.
Yellow is associated with happiness and hope. The human eye processes yellow first.
Black is powerful and displays the ASDTís elegance and formality.

Photo Background

There are a few ways the logo can be used on photographs. You can either use full color or monochromatic version. Each of those should be applied carefully, making sure the logo and type are not interfered by the photo.
Things to keep in mind while applying the logo on photograph:
– Donít use busy images with too much detail.
– Photos with shallow depth-of-field can work best.
– Applying a darker color transparent overlay on an image helps make the logo standout more.
– Make sure the space from the corner of the photograph is equal or greater than the logo clear space.

Styling photographs

A signature styling for the photographs is set in place when there is a need to brand the photograph individually for advertising. This style is only allowed to be used where the ASDT logo is present or brand presence is explicit. For example, on website or social media posts.
Keep the rules in mind that are listed on the left side.
When used against the text copy, the same treatment can be used to produce left or right focused image. The styling shown in example is right focused which means the text will go on the right side.
The logo can be swapped with ASDT services or industries icons whenever needed.