LOGO AND BRAND

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Chapter

Primary Brandmark

 

 

 

The Current Time brandmark consists of two elements 1) the element and 2) the Настоящее время logotype. These two elements should always appear together. However, there are a few exceptions that are mentioned later (AVATAR).


 

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Chapter

ENGLISH BRANDMARK

 

The primary brandmark should be used when representing Current Time to a Russian speaking audience. For an English speaking audience, the English brandmark should be used. All guidelines mentioned for the primary brandmark also apply to the English brandmark.


 

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Chapter

AVATAR

 

An Avatar can be used where there is insufficient space to use the primary or compact brandmark. It must be accompanied by a service name in the text somewhere on the page for the context/reference. The Avatar can be used in the following cases:

  • Social media profile
  • Mobile apps

CONSTRUCTION OF AVATAR


 

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Chapter

exclusion zone

Brandmark

The brandmark must be visible and legible, it must be placed with the appropriate amount of white space around it. This area is known as the ‘exclusion zone’. Exclusion zone of the brandmark is equal to the size of the letter “H“ within the logotype.

 

 

Correct placement of the brandmark with exclusion zone.

Do not use the brandmark without the exclusion zone!

Avatar

The exclusion zone is 20% the size of the element.
For example: An avatar with the height of 100 px will have an exclusion zone of 20 px.


 

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Chapter

Brandmark colors

 

The brandmark consists of the light blue and pink element and the dark blue logotype. This version of the brandmark should be used on white only. If the primary brandmark cannot be used, there are several options, including a reversed version with gray logotype, black, and white variations. Use each variation only for the purpose specified.

 

HEX: #042B45
CMYK: 100, 79, 46, 47
RGB: 4, 43, 69
PANTONE: 7463 C

HEX: #1b99d6
CMYK: 75, 26, 0, 0
RGB: 27, 153, 214
PANTONE: 801 C

HEX: #ec1e58
CMYK: 1, 98, 53, 0
RGB:236, 30, 88
PANTONE: 198 C

HEX: #e6e1e5
CMYK: 8, 9, 5, 0
RGB: 230, 225, 229
PANTONE: 663 C

 

Allowed color variants

 

Reversed Brandmark

Used on dark blue (HEX:# 042B45) background.


 

White Brandmark
Used on dark gray or black backgrounds only.


 

Black Brandmark
For B/W printing only. Do NOT use on any color background.