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Brand Signatures
Abbreviated Lockup
Overview
The Abbreviated Lockup is a shortened version of the main lockup, much like a house number, for use in smaller applications, for sub-brands and brand collaborations.
Standalone Mark
Usage
This mark can be used on smaller applications such as profile photos, way-finding applications within the space or merchandise applications.
Sub-brands
Usage
The Abbreviated Lockup can be used for 100 House’s sub-brands. The letter H in this lockup expands to ‘house’ the sub-brands or other brand elements such as photos and illustrations.
This flexible system can be used for future brand expansion and for graphic treatments.
Composition
To create a sub-brand lockup, simply move the 2nd stem of the letter H to provide space for the sub-brand name. The sub-brand name should use Coelacanth Semibold as font, with a height 70% that of the abbreviated lockup. Take note to use only short names for sub-brand names.
Collaboration
Usage
The Abbreviated Lockup can be used for brand collaborations. This lockup is best used to further build and foster a sense of community.
Composition
To create a collaboration lockup, simply put a letter X using Coelancanth Semibold as font between the 100 House Abbreviated Lockup and the brand collaborator
The letter X should be 50% of the height of both logos. The brand collaborator’s logo should be the same height of the Abbreviated Lockup.
Color Use
Color Combinations
Any color from the palette can be used on the abbreviated lockup but always ensure that there is always enough contrast among the colors.
Black & White
Clear Space & Minimum Size
Clear space is a space surrounding the logo set to ensure elements surrounding the logo will not overlap or obscure it. The clear space of the Abbreviated Lock-up is equal to half the height of the letters.
The minimum size of the Abbreviated Lock-up is at a width of 0.25 inch. This is the smallest possible size that you can use this mark.
Misuse
These misuse guidelines apply for all lockups in this section.
Do not compress the logo when scaling.
Do not shear the logo.
Do not add any effects that skew the logos form or geometry.
Do not add any gradients to the logo. Even if the colors are on brand
Do not stretch the logo when scaling.
Do not slant the logo.
Do not use colors or color combinations that are off brand.
Do not add any embellishments to the logo such as drop shadows, bevels, glows, etc.
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