Brand

Style Guide

Design plays a huge part in everything we do at Tail Light. This guide is designed to familiarize you with the specifications and standards to be referenced with applying our logo, logo mark, color and font to any media.

use

Our logo is the primary graphic identifier of the company and our work. It is the main component that designates the source of our products and services.

The logo mark is used as a reference to our company, rather than an identifier. Only use the logo mark when the idea and work of the company is already present.

The logo mark is never to be used on the same page as the logo for any reason.

yes

The Tail Light Logo and Logo Mark should always appear clearly and legibly. Every attempt should be made to display the Logo and Logo Mark over a white/light background and in full color.

These are some of the acceptable use cases of the Tail Light Logo and Logo Mark.

caution

Use caution when placing the Logo over a background that is too similar in color to the elements within the Logo.

maybe

Occasionally there will be space limitations where the standard Tail Light Logo cannot be used. These examples are to be used in these rare cases, and require prior approval.

no

Altering, distorting or redrawing the Tail Light Logo reduces its power as well as the integrity of our brand.

Don't do it

don't

As with the logo, do not alter, distort or redraw the Tail Light Logo Mark.


Bullet point... Don't

Get creative... Don't

Change orientation... Don't

breathe

Clear space is the distance of “X” surrounding each side of the Tail Light Logo. “X” equals the width of indicated element. Clear space requirement has been established to ensure maximum visibility of the Tail Light Logo.

The Logo Mark should always be sized to 80% of the container (20% margin).

color

Color is as important to brand identity as graphics. Our logo is impactful, so we use the same color palette for our primary colors.

We like red, but use it sparingly.

red

Hex# CF0A2C
R 207, G 10, B 44
C 12, M 100, Y 92, K 3
Pantone 186 C

grey

Hex# 4C4C4C
R 75, G 76, B 76
C 66, M 58, Y 57, K 37

white

Hex# FFFFFF
R 255, G 255, B 255
C 0, M 0, Y 0, K 0
Pantone White

font

Tail Light’s primary typeface is Nexa and should be used wherever possible. This sans serif font is available in various weights and therefore very versatile across print and digital formats.

nexa thin

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#&

nexa book

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#&

nexa bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!@#&

get the assets

assets