The Raven Brand is more than a name and logo. It is a set of principles, attributes, and design that reflects the spirit of our company. Using brand elements consistently has the power to strengthen our passion and commitment in providing innovative solutions to great challenges. These brand standards outline the brand values and brand elements that make up the Raven Brand. They include rules, values, and tools to help you reinforce the Raven Brand identity, building lasting brand recognition.
All usage of these files in any material, printed or electronic format, must conform to these Raven Brand standards. Raven gives permission to affiliated companies to utilize the Raven Brand in conjunction with the marketing and promotion of Raven products.
The Raven Logo
The Raven brand logo is core to the Raven brand and is the most visually prominent representation of the Raven brand.
Raven Blue (PMS 3015C) is the preferred color for the logo. It should always appear against a white or light background.
Do not stretch, distort, or otherwise alter the logo.
Do not use the logo as part of a sentence or headline. Always use the trademark name, Raven, in these situations.
Do not replace or alter brand color attributes.
Always use a reasonable amount of clearance around the logo.
Logo Variants
Black
The black logo is available when black and white or grayscale designs are needed. When using the black version, white is the preferred background color. Avoid placing dark logos on colored backgrounds to ensure adequate contrast and legibility.
White
Use the reversed (white) version when placing the logo on dark backgrounds when the primary logo is not ideal. Be sure there is adequate contrast between logos and backgrounds to ensure legibility.
Logo Sizing & Placement
Sizing
The sizing and position of the Raven logo in layouts is important for recognition, especially when it is visible multiple times across various touchpoints. A consistent approach to logo size and placement helps create stronger brand recognition over time.
The standard minimum print size of the logo is 1.5 inches wide. This size should be used for 8.5x11-inch and 8.5x14-inch printing paper.
The standard minimum screen size of the logo is 110 pixels wide.
The Raven logo size can vary, based on layout size. However, it should not appear inappropriately large on any layout, surface, or display and should be proportionate to other elements surrounding it.
Placement
In both horizontal and vertical applications, logo placement priority is in the lower right-hand corner. If unable to place the Raven logo in the primary position, placing the logo in the upper left-hand corner is an acceptable secondary position.
The logo should not be placed in the upper right-hand corner, the lower left-hand corner, or in the center of the layout.
Brand Colors
Besides consistent use of logos, another unifying visual component is consistent use of color. The Raven color palette was created to complement our signature color, Raven Blue.
Primary Colors
Raven Blue and White are the principal colors representing the Raven visual brand. These colors are clean and crisp, and they drive our logo colors throughout the brand. Raven Blue is the core of our brand identity and should appear whenever possible to immediately identify our brand. White space will be dominant and used strategically to continue a clean, modern visual. Raven Blue and White should be the dominant colors when designing materials. These colors should always cover more area than any other color that appears in materials.
Raven Blue Pantone (PMS) 3015 C C-100 M-58.54 Y-20.9 K-4.08 R-0 G-96 B-156 #005F9B RAL 5017
White Opaque White C-0 M-0 Y-0 K-0 R-255 G-255 B-255 #FFFFFF RAL 9010
Secondary Colors
Dark Blue, Raven Grey, and Black are utilized as contrasting colors, while keeping a unified, consistent look.
Raven Green is an additional contrasting color. This color signifies our vision to Solve Great Challenges, be sustainable, and improve lives. Raven Green will be used sparingly, as to call attention to specific elements on a marketing piece.
Dark Blue PMS 2955 C C-100 M-78.49 Y-35.62 K-28.39 R-22 G-57 B-98 #163962 RAL 5010
