An introduction
to the logo/seal
Brand Identity Usage Guidelines 2008
The Brand Identity
Usage Guidelines 2008
1
1.0
Introduction: Building Collective Voice
2.0
The B Corporation Seal and its parts
2.1
Clear Space Restrictions
2.2
Minimum Size Requirements
3.0
Recommended Usage
3.1
Usage Examples
3.2
Graphic Design Support
4.0
Seal Color Palette
5.0
Incorrect Usage
6.0
Which file type should I use?
6.1
Which file size should I use?
7.0
Contact B Corporation
B Corporation, the B Corporation Seal and “the change we seek” are trademarks of B Lab, Inc. ©2008 B Lab, Inc.
1.0 Introduction: Building Collective Voice
We need your help.
The first step in building collective voice is the consistent application of a
unifying ingredient brand across industries and geographies. We encourage
you to use the B Corporation Seal on all your corporate communications
and promotional materials. The more each B Corporation uses the B
Corporation Seal, the stronger our collective voice and the more powerful
our influence on individual and institutional purchasing, investment and
policy decisions.
The B Corporation Seal has been designed to represent the new corporate
standard for social and environmental performance. The design standards
set in these guidelines apply to all packaging, advertising, print, internet,
signage and promotional items. It is important to follow the specifications
to ensure consistent application of the B Corporation Seal. The B
Corporation Seal can not be altered in any way. For applications not dealt
with in these guidelines, please contact B Lab at thelab@bcorporation.net.
The B Corporation Seal and ‘B Corporation’ can only be used by certified
B Corporations. See bcorporation.net for information on how to become
a B Corporation.
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B Corporation, the B Corporation Seal and “the change we seek” are trademarks of B Lab, Inc. ©2008 B Lab, Inc.
2.0 The B Corporation Seal and its parts
The B Corporation Seal™ consists of five elements: the complete word
‘Certified’, the Circle B, the word “Corporation”, the primary holding
line and the bcorporation.net url.
Neither the B Corporation Seal™ nor any of its parts may be altered in any way.
2.1 Clear Space Restrictions
To maintain the integrity and clarity of the B Corporation Seal™, a “clear
space” has been developed which acts as a visual fence so that no graphic,
text, or any other element encroaches this space.
A value of “x” has been defined by the height of the lower case “n”. The
value of “2 times x” is the perimeter around the B Corporation Seal™ and is
proportional to the height of the lower case regardless of the size of the logo.
2x
2x
2.2 Minimum Size Requirements
To maintain optimum clarity in reproducing the B Corporation Seal™ at
a small size, a minimum size of 11mm in width has been assigned for all
printing applications. It cannot be reproduced any smaller than this.
11mm
x
2x
2x
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B Corporation, the B Corporation Seal and “the change we seek” are trademarks of B Lab, Inc. ©2008 B Lab, Inc.
3.0 Recommended Usage
3.1A
We encourage you to use the B Corporation Seal on all your corporate
communications and promotional materials. The cumulative impact of
thousands of B Corporations using the B Corporation Seal on all their
corporate communication and promotional materials is the single most
important element in our effort to build awareness of B Corporations.
B Lab will spend millions of dollars promoting B Corporations, but
that will pale in comparison to the billions of dollars of collective market
presence achieved through your consistent use of the B Corporation Seal.
3.1B
3.1 Usage Examples
3.1C
B Lab recommends integrating the B Corporation Seal into all of your
corporate communications and promotional materials.
3.1A - Publication advertising/company catalogues and brochures
3.1B - Window display/sticker
3.1C - Packaging (i.e. box, bag, bottle, hangtag, etc)
3.1 D - Web site - banner/button
3.1E - Corporate communications - Due to sizing constraints and
consistency we recommend the use of the The B Corporation Logo
consisting of : the Circle B, the word ‘Corporation’, and the holding line
on traditional business materials (i.e. letterhead, business cards, etc).
3.1D
3.1E
3.2 Graphic Design Support
B Lab has a team of graphic design professionals ready, willing, and able to
help you determine how best to integrate the B Corporation Seal into your
corporate communications and promotional materials.
For free graphic design support, contact us at thelab@bcorporation.net
*not to scale. for placement reference only.
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B Corporation, the B Corporation Seal and “the change we seek” are trademarks of B Lab, Inc. ©2008 B Lab, Inc.
100% Black Background
White Background
4.0 Seal Color Palette
50% Black Background
25% Black Background
Dark Color or Image Background
Light Color or Image Background
The B Corporation color palette is black and white. The B Corporation
Seal is never to be used in any other color other than Black or White
without prior clearance from B Lab at thelab@bcorporation.net. When the
background is 50% of any color or greater, the logo is to be white (knocked
out). When the background is less than 50% of any color, the logo is to be
black. As legibility may change with various colors, these are recommended
percentages please use your best judgment to ensure maximum readability.
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B Corporation, the B Corporation Seal and “the change we seek” are trademarks of B Lab, Inc. ©2008 B Lab, Inc.
1.
2.
5.0 Incorrect Usage
3.
In order to build a strong visual identity for B Corporation, it is
paramount to use the B Corporation Seal consistently and correctly.
Here are some examples of what not to do with the B Corporation Seal.
Inconsistencies in the appearance of the B Corporation Seal will weaken
its value. Only use the digital master artwork of the logo, which can be
supplied by B Lab. Contact us at thelab@bcorporation.net
1. Do not change or alter the colors on either the seal or the color palette.
4.
5.
2. Do not place the seal where it is half way between two areas.
6.
3. Do not rotate or angle the seal.
4. Do not skew or distort the seal in any way.
5. Do not use drop shadows, bevels or graphic effects of any kind.
6. Do not change the scale or position of any part of the seal.
7. Do not use the seal in outline mode. (No key line around the type face)
7.
8.
9.
8. Do not attempt to merge any letters of the seal.
9. Do not separate the elements of the seal.
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B Corporation, the B Corporation Seal and “the change we seek” are trademarks of B Lab, Inc. ©2008 B Lab, Inc.
A.
B.
6.0 Which file type should I use?
C.
It is important to use the right file in the right situation. If you refer to the
end of the file names you’ll notice an extension, such as .EPS or .JPG.
So, which one to use, and when?
EPS - If something is going to be printed on a printing press, the
preferred high resolution file format in the printing industry is an EPS.
JPG - Is the preferred format for files that will appear on web or email
applications. This format should not be used for print, as it is generally
at a low resolution. However, it can be supplied upon request at a high
resolution if required.
PSD -To be used when you want to use white over a color on the web or
photos. File is a Photoshop layer.
D.
E.
There are 2 versions of all files in both file types.
The files with “NEG” at the end are colored as follows: JPG - white on
black background, EPS - white on a transparent background. PSD - white
on transparent background.
The files with “POS” at the end are colored as follows: JPG - black on
white background, EPS - black on a transparent background.
6.1 Which file size should I use?
To ensure optimum clarity, please use the file with the size logo which most
closely corresponds with the available usage space.
All files are marked with a corresponding letter. For example A_BCorp_
logo_NEG, this letter signifies the size of the graphic.
*logos shown at 100%
For further information or other formats not specified, please contact B Lab
at thelab@bcorporation.net.
A - 2 in X 3.427 in
B - 1 in X 1.713 in
C - 0.75 in X 1.25 in
D - 0.5 in X 0.856 in
E - 11 mm X 18.85 mm - official minimum size
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B Corporation, the B Corporation Seal and “the change we seek” are trademarks of B Lab, Inc. ©2008 B Lab, Inc.
7.0 Contacting B Corporation
Email: thelab@bcorporation.net
Phone: 610-296-8283
Fax: 610-296-8289
Address: 15 Waterloo Ave, Berwyn, PA 19312
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B Corporation, the B Corporation Seal and “the change we seek” are trademarks of B Lab, Inc. ©2008 B Lab, Inc.