UMA Style Guide V2
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01 About UMA 02 Logo Wordmark 03 Brand Elements 04 Brand in Use 01 About UMA About UMA UMA stands for universal market access, derived from our mission to make financial markets universally accessible and fair. UMA can be leveraged to create unstoppable financial contracts on the blockchain that can securely reference on-chain or fiat-world assets. Brand Attributes Innovative Our brand attributes describe how UMA should feel as a brand. Global These attributes are used to check the tone of feeling of UMA’s brand materials, writing, and website. Aspirational Institutional Moonshot Fundamental Open Revolutionizing Financial 02 Logo Wordmark Primary Wordmark A horizontal wordmark is the primary mark for UMA. It should be used in almost all instances that require brand representation and identification. Usage Examples: - UMA website - Social media, avatars, headers - Advertising, promotional material - Collateral Alternate Wordmark The UMA wordmark can also be used on a dark gray background knocked out in white, with the center element of the “A” colored in the brand’s primary red color. Tagline Lockup The wordmark can also be used in conjunction with “Universal Market Access” for presentation purposes or further brand representation. Universal Market Access When using this lockup, “Universal Market Access” should always be stacked vertically underneath and equal to the width of the wordmark. “Universal Market Access” should be set in Halyard Display SemiBold. Universal Market Access Project Lockup For additional brand representation along with the tagline lockup, the UMA wordmark may also be used with the word “Project”. Project When using this lockup, “Project” should always sit beside the UMA wordmark on one line and be equal to the height of the wordmark. “Project” should be set in Halyard Display SemiBold. Project 0.5” 35px Clearspace Mark Size Limits The full wordmark should be allowed ample space from other elements including edges, images, and other logos. Leave space equivalent to the “U” from the wordmark. The full wordmark should never be reduced below 35px in width for screen applications, and 0.5” for print applications. 03 Brand Elements Primary Typography UMA uses Halyard as its primary typeface. For all display and heading type, Halyard Display SemiBold should be used. For all body type, Halyard Text Book should be used. Halyard Display SemiBold AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvW wXxYyZz 0123456789!@#$%^&*( ) Halyard Text Book AaBbCcDdEeFfGgHhIiJjKkLl MmNnOoPpQqRrSsTtUuVvW wXxYyZz 0123456789!@#$%^&*( ) Red Primary Color UMA’s colors are simple yet bold. The dominant color of the brand is a vibrant red, signifying UMA’s aspirational mission and distinguishing the brand from others in a similar space. This color can be used as a highlight or accent, or can stand alone. Hex #FF4A4A RGB R: 255 G: 74 B: 74 CMYK C: 0 M: 71 Y: 71 K: 0 White Light Gray Dark Gray Hex #FFFFFF Hex #F5F5F5 Hex #272528 RGB R:250 G:250 B: 250 RGB R: 245 G: 245 B: 245 RGB R: 39 G: 37 B: 40 CMYK C:0 M:0 Y:0 K:0 CMYK C: 0 M: 0 Y: 0 K: 4 CMYK C: 2 M: 7 Y:0 K: 84 Secondary Colors The secondary colors are a neutral palette to contrast against the primary red and add visual depth when needed. These colors can be used within supporting elements such as backgrounds. 04 Brand in Use Business Card The business card utilizes the wordmark by itself on the front knocked out in white, while the tagline and contact information is on the back. Alternate Card A simpler version of the card can be used as a calling card, featuring the tagline lockup on the front and a contact e-mail on the back. Website Twitter Thank You
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