Google’s logo consists of our name, the letterforms we use to display our name and our corporate colours. Google’s logo is among the most recognisable in the world. It is the primary way people identify our company and our brand. In short, our logo speaks for itself and should therefore be given plenty of “breathing room” in the form of white space around it. It should not be modified or customised under any circumstances.
Spacing
In order for the logo to stand out from the crowd and be presented as intended, adequate space should be given around the mark. The clear space around the logo should always be equal to or greater than the x-height of the Google work mark.
From what I gather from this information the Google logo works best around plain space. And that equal spacing should be given from around the Google Logo. Something to always bear in mind is that under NO circumstances am I allowed to change the Google logo in anyway shape or form.
Usage
A flat vector version of the logo is used for print on a white or black background. The image below is a shaded (raster) version of the logo and is used for online use on a white background, the exact same image is used on Google's homepage. The flat vector image is always used on commercial products and the raster shaded version of the logo is what is always seen online as it stand off better on the page.
What is a raster image?
A raster image, also called a bitmap, is a way to represent digital images. The raster image takes a wide variety of formats, including the familiar .gif, .jpg, and .bmp. A raster image represents an image in a series of bits of information which translate into pixels on the screen. These pixels form points of color which create an overall finished image.
Special Circumstances which Google may be used
The flat (vector) white version of the logo is used for print and online use under special circumstances when the design calls for a solid colour background.
The flat (vector) black version of the logo is only used in print when greyscale printing is the ONLY option. This should only be used in unusual circumstances.
The flat (vector) white version on the logo should be used on top of a photography. The area in which the logo lies must be on a somewhat solid background so the logo can be seen clearly.
I found that the Google logo is all about readability on solid backgrounds as shown above. In the original Google logo colour is used but under the circumstances that a solid image is used behind a plain white Google logo can be used. This allows the logo to be still highly readable. I will consider the white Google logo if I do choose to have a solid background on the packaging
What not to do
The four colour logo either vector or raster should never be on a colour background as one of the letters as in most cases the letter will disappear into the background. The logo is never to be manipulated unless given specific permission to do so.
This is something to keep in mind and be aware of when designing my packaging and with the use of colour. Initially I need to use a colour that does not effect the colours which are on the Google logo hence the reason why on the Google web page the background is white. In my opinion the Google logo best stands off the white background this also emphasises on the plain space that Google like.
Another thing to consider is that the Google logo should never be on top of a dense busy photograph as this makes the logo blend and fade away into the background. The Google logo cannot be used as part of a sentence. The correct way to do this is to use text in the headline and place the Google logo elsewhere on the page.
Colour in the Google Logo
The Google logo is made up of four bright colours: blue, red, yellow and green. These bold corporate colours reinforce Googles brand as simple and playful, but also strong. Equally important is the use of white space as the dominant visual element . The logo reflects their simple straightforward approach.
These are the colour values for the colours used in the Google logo (CMYK)
Secondary palette, Grey is sometimes used for body copy, grey is sometimes used occasionally for marketing landing pages.
Typography
Google use Open Sans as their primary typeface, or font. The aim of the font is that it is simple and straightforward conveying the friendly tone Google have. No other fonts should be used on external marketing materials except where specified.
The fonts above are primary fonts and the image below are secondary fonts.
Typesetting Specifications
Font size: The preferred font size for body copy is 9.5 pt, for small copyright text so not set type smaller than 6pt.
Tracking: Default tracking of Open Sans should be set to -10 letter spacing. Slight adjustments should be made to correct single widow and orphan words on a line of text.
Leading: Set the leading (the vertical spacing between lines of text) to 1.3333 times larger than the font point size; for example, if the font size is 9.5pt, set the leading to 12.5.
Kerning: The setting for kerning (the individual spacing between characters) in a layout program should be left at the default metric setting. For large headlines or very small type setting kerning to optical will give better kerning results.
No comments:
Post a Comment