Floorcraft Designs Brand Guide

Brand Overview

This brand guide is designed to be a tool – a set of standards for creating and maintaining consistency across all facets of the Floorcraft Designs brand. It provides a foundation and specifications for logos, color palette, typography and applications to maintain the integrity of the brand. Every brand application, small or large, is important to the bigger picture; consistency is key.

The Floorcraft Designs logo is available in three variations – vertical, horizontal, and mark-only. Each variation’s usage is outlined below and can be downloaded using the associated links.

Vertical Logo

The Floorcraft Designs logo vertical version is available in color, reverse, and black in various file formats. All vertical logos files can be downloaded using the button below.

Horizontal Logo

The Floorcraft Designs horizontal logo is also available in color, reverse, and black in various file formats. All horizontal logo files can be downloaded using the button below.

Mark-only Version

In addition to the Floorcraft Designs logos, there is also the option to use the “FD” mark from the logo, without the type. You may download the mark-only logo files below.

Clear Space

It is very important the logo has proper clear space surrounding it – it should not be too close to any other graphic elements or the edge of a page. Be sure to refer to the diagram below when placing the logo into artwork.

Minimum Size

The vertical logo should never be used at less than one inch wide and the horizontal logo should never be used at less than an inch and a half wide for any application. Additionally, the mark-only version of the logo should never fall below half an inch wide.

Violations

The following images show examples of logo violations – be sure to refrain from using the logo any of these ways.

Do not rotate or change the orientation of the logo in any way.

Do not stretch the logo.

Do not add a drop shadow or any other effect to the logo.

Do not change the color of the logo.

Do not change the lockup of the logo in any way.

Do not crop any part of the logo in any way.

Color Palette

The Floorcraft Designs brand has a palette of four colors; Midnight, Flame, Sky, and Silver. Midnight and Flame are the primary colors, meaning they should always be the most prominent colors in any layout. Sky and Silver can be used in a supporting, more secondary capacity. Use the values below, as necessary when creating Floorcraft Designs materials.

Midnight

HEX: #212B3A

RGB: 33, 43, 58

CMYK: 74, 69, 41, 26

PMS: 2767

Flame

HEX: #CD5128

RGB: 205, 81, 40

CMYK: 6, 73, 83, 0

PMS: 166

Sky

HEX: #3E7396

RGB: 62, 115, 150

CMYK: 72, 40, 19, 1

PMS: 7690

Silver

HEX: #E3E3E5

RGB: 227, 227, 229

CMYK: 6, 3, 3, 3

PMS: 649

Primary Font

The Floorcraft Designs brand uses the font Tenso.

The full family of Tenso is available for purchase at the following link.

Purchase Entire Tenso Family

Tenso Regular (single weight) is available for free download at the following link.

Download Tenso Regular

If using the Adobe Creative Cloud, Tenso is available for free use. Sync by using the following link.

Sync Tenso Family for Adobe CC

Alternate Font

Tenso is the preferred font whenever possible for the Floorcraft Designs brand, but if it is unavailable the alternate font Arial can be used instead. Arial is available across most platforms and provides a consistent option for the brand as a backup.

Whenever possible, photography should include human elements. This can be by including people in the photos, or just by including a homeowner’s furniture and style. It gives a personal touch which shows Floorcraft Designs is creating and maintaining beautiful floors for real people and reinforces the brand values.