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Brand Signatures

Secondary Logo

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Overview

The secondary logo is the wordmark. It is used primarily on but not limited to products, print materials and digital applications when the given space does not permit the use of the primary logo. Below are the versions of the secondary logo and their recommended usage.

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Versions

Two-color

The two-color secondary logo must be used on full color applications.

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One-color

The one-color secondary logo has three color variations: Archipelago Blue and Archipelago Dense Black. and white. They must be used on materials where application is limited to one (1) color. For example embroidery on uniforms, stamps, decals, signage, laser engraving etc.

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ARC Assets-23.jpg

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Simplified Version

The simplified version of the secondary logo omits the etching details. This can be used on applications that don’t permit small details.

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ARC Assets-20.png

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ARC Assets-21.png

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ARC Assets-22.jpg

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Color Use

The secondary logo versions must be used mostly against a background colored in Archipelago cream or white, or any light colored background that allows the logo to pop.

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ARC Secondary Color Use-17.png

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If the background is dark, use the white versions of the primary logo.

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ARC Assets-29.png

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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 secondary logo is based on half of the width of the letter A, made into a square.

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ARC Assets-15.png

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The minimum size of the primary logo is at a width of 2 inches. This is the smallest possible size that you can use this mark.

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Misuse

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ARC - Secondary MisuseArtboard 1.jpg

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Do not compress the logo when scaling.

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ARC - Secondary MisuseArtboard 3.jpg

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Do not rotate the logo.

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ARC - Secondary MisuseArtboard 5.jpg

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Never apply gradients to the logo.

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ARC - Secondary MisuseArtboard 7.jpg

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Do not alter the composition of the logo.

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ARC - Secondary MisuseArtboard 8.jpg

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Do not use the first 3 letters of the wordmark in place of the illustrated 3-letter mark.

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ARC - Secondary MisuseArtboard 2.jpg

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Do not distort the logo’s form in any way.

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ARC - Secondary MisuseArtboard 4.jpg

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Do not alter the color of the logo.

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ARC - Secondary MisuseArtboard 6.jpg

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Never apply effects such as shadows and glows.

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ARC - Secondary MisuseArtboard 9.jpg

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Never place anything close to, beside, or under the logo.

Simplified Version

Clear Space & Minimum Size

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