THE CBD LOGO
The CBD logo is made up of three components: the bug, the wordmark and the tagline.
When using the logo, these components are always placed in a fixed relationship and should never be altered, modified or recreated in any way.
The CBD logo can be used in either a horizontal or vertical direction, depending on which orientation best fits the application.
Logo Construction
Bug
The CBD burst is the bug in the CBD logo.
The bug may be used independently as a design element provided it is not in close proximity to the logo on the same piece of communication. The bug can be used in its typical color scheme, grayscale or as an overlay on images.
Wordmark
"CBD Marketing" is the wordmark of the CBD logo. This is the typographic portion that identifies the company.
The wordmark is frequently used on internal forms, but can also be used with existing clients. The only time it can be used is after a first instance where the full logo is used.
It can be used without the burst on select external documents where market what’s meaningful® appears on the document or on applications.
Can be used in the horizontal or vertical orientation.
Tagline
CBD's tagline, "Market What's Meaningful" is the motto by which we operate. market what’s meaningful® is at the core of everything we do, and as such it is important to include it on outbound materials.
Minimum Size: Logo With Tagline
The tagline must always be large enough to read when using the full logo. The minimum logo size is based on the smallest size the tagline is legible at. For print applications, the minimum legible size is 10.5 pt.; Digital is 12pt. Below, you will see each version and their minimum size for print and digital applications.
Vertical + Bug
Print: 3 x 2 in | Digital: 225 x 150 px
Horizontal + Bug
Print: 4 x 2 in | Digital: 300 x 150 px
Vertical
Print: 2 x 1 in | Digital: 150 x 75 px
Horizontal
Print: 3.5 x 1 in | Digital: 262 x 75 px
Minimum Size: Logo Without Tagline
Since these logo versions do not include the tagline, they can be rendered at a much smaller size while still being legible. Below, you will see each version and their minimum size for print and digital applications.
Vertical + Bug
Print: 1.2 x .8 in | Digital: 85 x 56 px
Horizontal + Bug
Print: 1.4 x .7 in | Digital: 120 x 57 px
Vertical
Print: .7 x .3 in | Digital: 50 x 22 px
Horizontal
Print: 1 x .2 in | Digital: 75 x 14 px
Clear Space
THE MWM TAGLINE
market what’s meaningful® is at the core of everything we do, and as such it is important to include it on outbound materials. There are two ways you can incorporate market what’s meaningful in your work.
Logo Construction
Wordmark
When in conjunction with the CBD logo mark. Inline text, “market what’s meaningful” should always be bolded and include the registered mark.
Bug
This can be used as a graphical element not to take up more than 1/8 of the visual space of the page.
It should also bleed at the bottom. Always put the wordmark somewhere on the page to define the bug.
Wordmark Usage
The tagline can be used in many ways and is very versatile. It can be placed on a colored field, on white or on a photo — so long as it’s easy to read.
Do not recreate the words to create your own logo.
Minimum Size
The overall width of the tagline should be no less than 2.25” (175 pixels) wide with the tagline lockup. If resetting for use on a layout, it should never be set in type smaller than 9 points.
In-Line Text
When reproducing the tagline in body copy, re-set the copy in Domus Semibold and include the ® (Registered Mark) superscripted at the end at first mention. Do not break the tagline on two lines.
Color Options
It’s preferable for the tagline to be placed in a purple or gray box, but it can also be used on a white background in any shade of black only.
Bug Usage
The MWM bug is a shortcut to say market what’s meaningful® and is intended to be a strong graphical element versus a substitution for the phrase. Always use the phrase in conjunction with the bug somewhere on the page.
Like the tagline, it is very versatile. It’s intended to be used as an overlay or transparent piece over photos or color fields.
Minimum Size
The overall width of the MWM bug should be no less than 1.5” (108 pixels) wide. Ideally it should be no smaller than 1/4 the width of the smallest dimension of the piece you’re creating. (For example: 8-1/2” x 11” = 2-1/8”)
Versions
Depending on your application, the MWM bug is available in three different color breakdowns. It can be used in any opacity so long as it’s sufficiently separated from the background.
Color Options
Use the black or white version of the MWM bug with no more than 20% transparency or 80% opacity to achieve the look below.
Locked up with logo
Whenever the MWM bug is used, the MWM wordmark should accompany it. It acts as a way to define “MWM” to an audience that might not know what it means.
MWM Bug + MWM Wordmark Lockup
When space is at a premium, you can lockup the MWM wordmark with the MWM bug. The height of the wordmark is 15% of the M in the bug.
MWM Bug + MWM Wordmark
The MWM bug and MWM wordmark can be separated on pieces. When doing so, the height of the wordmark is 30% of the M in the bug.
MWM + CBD Tagline Logo Lockup
Whenever the MWM bug is used, the MWM workmark should accompany it. It acts as a way to define “MWM” to an audience that might not know what it means.
MWM + CBD Tagline Logo Lockup
Whenever the MWM bug is used, the MWM workmark should accompany it. It acts as a way to define “MWM” to an audience that might not know what it means.
TYPOGRAPHY
Preferred Font Families
Consistent typography ensures that we present ourselves in the marketplace uniformly and cohesively.
Domus JAF was introduced in 2018 as our main body font. Roboto Condensed is used for headlines and subheads.
Iconography
Photography
Videography
Graphics
Similar to other elements of the CBD brand, the videos that we produce need to be bold and impactful. This effect can be achieved through a combination of graphics, animations, sound and copy.
[INSERT SCREEN GRABS]
NEED COPY FROM DESIGNER/VIDEO PRODUCER TO DESCRIBE GRAPHIC LANGUAGE OF VIDEOS
Animations
NEED COPY FROM DESIGNER/VIDEO PRODUCER TO DESCRIBE ANIMATIONS OF VIDEOS [INSERT SCREEN GRABS]
Sound
NEED COPY FROM DESIGNER/VIDEO PRODUCER TO DESCRIBE SOUND OF VIDEOS
Copy
Regardless of the type of video we’re producing, copy (on screen and/or through voiceover) needs to be succinct and direct.
On Screen:
- Keep copy at 10 words or less per frame
- Longer ideas can be broken into several frames if necessary (use ellipses for story continuation)
- Use active words where possible
- Use ALL CAPS
- Use appropriate punctuation
Examples:
- “THAT’S WHERE CBD CAME IN.”
- “FROM THE SMALLEST DETAILS
…TO THE BIG PICTURE…
WE UNCOVER THE BIG IDEAS.”
- “YOU NAME IT. WE’LL BE THERE.”
Voiceover Tone:
- Conversational
- Friendly
- Upbeat
- Energized
- Syncopated
- Wise
Video Repository
When we create videos, whether it's for a client or for CBD, we want to make sure it's sharable so we can direct prospective clients to sample our video work. Our online video repository contains links to videos we have created over the years for clients. Also included are CBD promotional videos like video reels and mini case studies.
Once a video is thoroughly approved and finalized, we add it to the online video repository. The programming folder containing the HTML files is located on the creative server in the CBD folder (clients > CBD > _Creative > MKT078_CBD_Video_Library > Programming).
Make sure to add any applicable icons next to the videos name so people can see understand useful production information about the video at a glance. For example, if we filmed the footage, add the video camera icon. If we edited the video using motion graphics, use the asterisk icon.
DATA VISUALIZATION
ILLUSTRATION
web design & Interactivity
Email Design
IN PROGRESS
Work Samples
Work Sample Overview
When we show visual examples of creative, we always show our work in-situ. Jpegs of these images can be found in the CBD Jpegs for presentation folder (public > PRE_Jpgs_for_Presentations).
If an in-situ image needs to be created, a resource folder containing a variety of mockup templates is available on the creative server (clients > CBD > _Creative > _resources). Once a new jpeg/png image is created, make sure to add it to the Jpegs for presentation folder.
Infographics
Every so often, we will develop infographics for promotional and informative purposes.
Remember that the goal is to present a large amount of information in a clean, easy-to-follow manner.
Here is the "CBD Approach" infographic. You can also download it here.
Print Ad
IN PROGRESS