Foundational branding guidelines - Cengageassets.cengage.com/ngl/plan/NGL branding guidelines for partners.pdfBrand and Identity Guidelines Foundational Branding Guidelines 1.02 Corporate

Brand and Identity GuidelinesFoundational Branding Guidelines 1.01

Foundational branding guidelines

The elements of the National Geographic branding guidelines give the new sub-brand a distinctive and memorable look and feel, which capitalizes on National Geographic’s high-profile and globally recognized brand and logo, and also ensures consistency in the application of the Cengage Learning identity to our communications.

Read these guidelines carefully to understand how the National Geographic Learning logo, color palette, and typography work together with Cengage Learning’s brand identity to express our position as the “center of engagement” and keep our branding clear and consistent across the organization and to our customers worldwide.

NEW! Cengage Learning recently registered the Cengage Learning brand with the U.S. Patent and Trademark Office. This change carries many benefits for the business, but also means that our logos, which previously had a ™ (TM) mark applied, will now carry the standard ® (R) symbol. Please be advised that a new set of logos has been posted to the Resource Center under “Logo Files.”

Good to knowYou can find answers to

your branding questions

about other Cengage

Learning sub-brands at

the National Geographic

Learning Resource Center,

which can be accessed at:

http://inside/sites/corp/

comm/branding/NGL

Foundational branding guidelines 1.01

Corporate logo 1.02

Logo color variations 1.03

Incorrect usage examples 1.04

Transition • From Heinle ELT to National

Geographic Learning 1.05

Sub-brand logo color variations 1.06

Sub-brand logos 1.07

Size and clear space 1.08

Corporate color palette 1.09

Typography 1.10

Branding band usage • No band 1.11

• Band options 1.12

Co-branding • With or without band 1.13

Permitted use of NationalGeographic Housemark 1.14

Permitted use of NationalGeographic Housemark • Examples 1.15

Language standards • National Geographic Learning 1.16

• National Geographic Learning 1.17

• Sub-brands 1.18

• Sub-brands 1.19


Corporate logoThe National Geographic Learning logo must always be co-branded with Cengage Learning or one of its

co-brands (for instance, Wadsworth, Gale, or Heinle). To be used in the full-color version, the National

Geographic Learning | Cengage Learning logo must be placed on a white background.

Good to knowAlways use approved electronic

artwork. Don’t recreate or

redraw the logo, or change any

part of the logo.

There are only five approved

color variations of our logos.

The minimum size that the logo

should be used at is based on the

height of the star symbol.

Yellow and white (two-color, PANTONE matching system or four-color process)

Black (one-color)

Full-color (preferred) (PANTONE matching system or four-color process)

Yellow and black (two-color, PANTONE matching system or four-color process)

White (one-color)

Approved logo artwork

is available online at the

National Geographic Learning

Resource Center, which can be

accessed at:

http://inside/sites/corp/

comm/branding/NGL

File formats

PNG for Microsoft® Office

JPG for Microsoft® Office

EPS for foil stamping

RGB EPS for web developers

PSD for Adobe® Photoshop


Corporate logo 1.02









Typography 1.10








• Sub-brands 1.18

• Sub-brands 1.19


Logo color variationsThere are only five approved color variations of our logos.

Full-color (preferred)The full-color logo uses yellow, black, and six shades of blue on a white background. The full-color logo can be created using matching color

(PANTONE), four-color process (CMYK), or RGB. Carefully follow all color specifications. To be used in the full-color version, the National

Geographic Learning | Cengage Learning logo must be placed on a white background. Research shows that the public strongly identifies the

color yellow with National Geographic. Wherever possible, the Yellow Border Logo should be in color.

Yellow and black Use the yellow and black logo only on backgrounds that provide

sufficient contrast for the logo to be legible.

BlackUse the solid black logo for communications where color is not

an option, like faxed documents.

Yellow and white The yellow and white logo can only be reversed out of background

colors that provide sufficient contrast for the logo to be legible.

WhiteThe white logo can only be reversed out of background colors that

provide sufficient contrast for the logo to be legible.


Corporate logo 1.02









Typography 1.10








• Sub-brands 1.18

• Sub-brands 1.19


Incorrect usage examples

Altering color of logo

Using logo symbols alone

Placing full-color logo on colored background Placing full-color logo on photograph or on patterned background

Placing shadow behind logo Stretching or compressing logo

Changing logo orientationUsing the logos with no separating line

Using the National Geographic Learning part of the logo alone. (Please note exceptions for social media usage on pages 4.05-4.07.)


Corporate logo 1.02









Typography 1.10








• Sub-brands 1.18

• Sub-brands 1.19


Size and clear spaceMinimum-size and clear-space guidelines ensure that our logos maintain their visual impact

and clarity wherever they are used.

Minimum sizeUsing our logos in very small sizes diminishes their legibility. Since our sub-brand logos vary in

width, the minimum size for our logos is 0.25" (6.5mm) based on the height of the star symbol.

Good to knowFor very select cases where the logo

cannot physically be printed at least

at the minimum recommended size

(e.g., book spines), the one-color

(black or white) or two-color (yellow

and black, or yellow and white)

logos may be used to help avoid

registration issues.

Clear space

Clear space

Clear space

Clear space

0.25" (6.5mm)

Clear spaceCrowding the logos with text, images, or other graphics takes away from their visual strength. Always keep a generous clear space

around our logos. The minimum clear space between a logo and any other element is equal to the height of the star symbol.

Actual minimum size (0.25") when printed at 100%0.25" (6.5mm)


Corporate logo 1.02









Typography 1.10








• Sub-brands 1.18

• Sub-brands 1.19


Co-branding With or without band

Illustrations are not shown at actual size

0.375"9.5mm

Area for optional color coding

Clear space

Clear space

Clear space

Clear space

Partner logo

Partner logo

National Geographic Learning | Cengage Learning

often produces materials in collaboration with other

partners. The partner logo may appear in addition to

our logo on collateral.

Take care that the partner logo appears equal to

the National Geographic Learning | Cengage

Learning logo in size, color, and position, not larger

or more prominent. Don’t position the partner logo

too close to our logo; always maintain as much clear

space as possible between the two logos.

It is preferred for the National Geographic Learning

| Cengage Learning logo to be positioned to the

left, but it may also be positioned to the right if the

partner's brand takes priority. The logos may appear

in a band, but it is not a requirement. Refer to the

Foundational Branding Guidelines (section 1) for

guidance on logo use.


Corporate logo 1.02









Typography 1.10








• Sub-brands 1.18

• Sub-brands 1.19

Documents

Foundational branding guidelines - Cengageassets.cengage.com/ngl/plan/NGL branding guidelines for partners.pdfBrand and Identity Guidelines Foundational Branding Guidelines 1.02 Corporate