Demandmedia Manual PDF

Brand Guidelines © Demand Media
V1 brand@demandmedia.com
BRAND
GUIDELINES
VERSION 1
JANUARY 2013
Brand Guidelines © Demand Media
CONTENTS
INTRO 03
IDENTITY
Logo06
Logo Clear Space 07
Logo Placement 08
Logo Sizes 09
Logo Colors 10
Logo Misuses 12
Attribution logo 13
TYPOGRAPHY
Print Typeface 17
Web Typeface 19
Typesetting Guides 20
GRAPHIC ELEMENTS
Color Palette 22
Graphic Arrows 24
Photography35
Icons38
DESIGN EXAMPLES
Business Communications 45
Visual Examples 47
Brand Guidelines © Demand Media 3
WELCOME TO THE NEW DEMAND MEDIA

BRAND GUIDELINES. THESE GUIDELINES EXIST
TO MAKE US LOOK CONSISTENTLY AWESOME!
FOLLOW THESE GUIDELINES AS YOU CREATE
MARKETING MATERIALS, INTERNAL AND
EXTERNAL COMMUNICATIONS.
OUR DESIGN FOUNDATION
Our brand is more than our logo. It is a design scheme

made up of a number of core elements and guiding
principles that combine to create a distinctive look and
feel that is immediately recognisable as Demand Media.
This guide will help to familiarize you with the core

brand elements to assist you in designing and producing
dynamic and powerful communications with a degree of
flexibility.
If unsure, just ask us at brand@demandmedia.com

(We don’t bite).
Brand Guidelines Introduction © Demand Media 4
WHAT WE’RE ABOUT
Our new brand identity is all about demonstrating how

Demand Media is a touchpoint in people’s real lives.
We connect people to content that’s relevant to them.

We connect businesses to the web.
We connect brands with people and people with brands.
Every second of every day people click, swipe, and tap

into Content For Real Life on one of our sites. More than
100 million people come to us every month—that’s more
than 1 in 3 Americans online. We’re there to help them
navigate their lives, satisfy their cravings, explore their
interests, and expand their horizons.
We also give businesses the power to connect with their

audience in more meaningful ways—through websites,
through advertising solutions, and through social
conversations.
This is what our branding is all about—connecting, serving

as a touchpoint, and meeting people where they are.
Brand Guidelines Identity © Demand Media 5
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OUR LOGO
Here it is again—our logo. Our logo is the
most visible element of our identity—a
universal signature across all Demand
Media communications. It’s a guarantee of
quality that unites our diverse products and
services.
We use the same version in print, on screen,

and on the side of our buildings. It’s simple.
Easy to understand. No drop shadows, no
glossy reflections, no flashy graphic effects.
Our logo is a bold, simple, graphic

statement. It signifies a touchpoint, and a
connection.
The logo is made up of two elements: the

symbol and the logotype.
Symbol Logotype
While it is a simple logo, we must treat
it nicely. The following pages cover the
correct usage to ensure the logo always
looks its best.
Logo
EVERYONE NEEDS A 50%
LITTLE PERSONAL SPACE 25%
LOGO CLEAR SPACE
To ensure that our signature versions are clearly

visible in all applications, surround them with
sufficient clear space —free of type, graphics,
and other elements that might cause visual clut-
ter—to maximize the recognition and impact of
our identity.
To ensure the integrity and legibility of the logo

lock-ups, the area directly surrounding them
should be protected.
When the logotype or full name is used, a clear Note: the logotype typography has been carefully spaced,
space of 50% the symbol’s height should be and should not be changed, or re-typed. The ‘D’ and ‘M’
maintained. are vertically aligned, in addition to the ‘e’ and ‘a’.
In special circumstances when a 50% clear zone

isn’t available or possible, use the second option 50% Clear space
of 25% clear space.
EVERYTHING IN ITS
RIGHT PLACE Corner position.
LOGO CLEAR SPACE
We like to avoid placing the logo smack

dab in the middle of an area.
On any given format—landscape or

vertical—the preferred logo placement is
in any corner position, or center aligned
at the right or left. Center position.
Centering the logo Much better

looks generic and
predictable :)
:(
GOOD THINGS COME IN Logo Symbol Favicon (ICO file)
SMALL SIZES
MINIMUM LOGO SIZE
There are no predetermined sizes for the

Demand Media logo. Scale and propor-
tion should be determined by the available Minimum size Minimum size 16 px
space, aesthetics, function and visibility. 0.8” / 100px 0.375” / 30 px
There is no preset maximum size for the
logo. In print the minimum size is 0.8”.
For digital uses the minimum size for the

standard logo is 100 pixels. 100
pixels is the smallest size apart from when
using an ICO. There is a specific file for
ICO’s which is a 16px tall file.
HELP US KEEP OUR Large scale use Small scale use

LAWYERS HAPPY Scale width between: Scale width between:
1.2” – upward 0.8 – 1.2”
150px – upward
USING THE REGISTERED LOGO 100 – 150 px
To protect our logo we use a Registered

symbol alongside our logo. This is used in
all major outward-facing brand communica-
tions, such as our website and advertising.
For internal communications, and branded
promotional items—such as notepads,
T-shirts, water bottles—the standard logo
can be used.
The registered logo has been created in

two sizes - large and small. The large scale
version will cover most uses, and the small
scale version is intended mainly for use on
the web.
PICK A COLOR Color logo on white backgrounds
ANY COLOR
Our logo or background color may be
any color within the Demand Media
color palette. Contrast is important—use In certain instances, such
a white logo on color backgrounds and a as on the Demand Media
website, a vibrant color
color logo on white backgrounds. logo may not be appropri-
ate, and may potentially
See pages 21 & 22 for detailed color clash with other colors. In
these instances, an all gray
information and color values. logo can be used.
When using the logo on a

white background, the logo-
type should always appear in
gray, never in a vibrant color,
and never in solid black.
Always us a gray
logotype
White logo on color backgrounds
When using the logo on a

color background, both the
symbol and logotype should
appear white. The logotype
should never appear in gray.
MONOCHROME LOGOS 75% Black logo on white

background
White logo on 75% black
background
Black logo on white background White logo on black background
The preferred color for our logo is in one

of our vibrant colors. In some cases, a
full color logo may not be practical or
possible due to limitations in printing.
For these instances we may use a gray
version (made as a 75% tint of black) or
a one-color black or white logo.
Two-tone version for black
backgrounds.
In special uses when the logo
appears on a black background
(for example T-shirts, Tote
bags), a two-tone logo is pre-
ferred. In this logo, the symbol
should appear in white, and the
logotype should appear in the
White symbol, gray logotype following gray color (depending
on application for print or web):
• Pantone Cool Gray 8

• 45% black
• R163 G166 B168
BACKGROUND IMAGES Light-colored, uncluttered imagery Dark-colored, uncluttered imagery
Our logo may also be used on an

image background with sufficient
contrast. Use an all-gray logo for use
on light colored backgrounds, and an
all-white version for dark backgrounds.
When placing the logo onto imagery,

please ensure that it is placed within
an uncluttered image area to allow for
maximum legibillity and visibility.
Do not use a color logo on a

photographic image.
PLEASE DON’T...
To maintain the integrity of the Demand
Media logo, and to promote the
consistency of the brand, it is important CONTENT FOR REAL LIFE
to use the logo as described in these
guidelines. DON’T create a logo lockup with text DON’T rearrange the logo elements. DON’T change the proportions DON’T rotate the logo
between the symbol and logotype
The examples shown here illustrate
possible misuses of the Demand Media
logo that should be avoided.
DON’T stretch the logo DON’T create a gradient logo DON’T mix colors from the palette DON’T use non-approved colors
DON’T outline the logo DON’T add a drop shadow to the logo DON’T add reflections or any other DON’T use the symbol as a holding
graphic filters to the logo shape for imagery or graphics
DON’T create a pattern with the logo DON’T place the logo on a color DON’T use gray or black on a DON’T use over a busy image
without sufficient contrast color background
DRIVEN BY... Attribution Logo Logo Colors
ATTRIBUTION BADGE
We have created these attribution badges

to help strengthen and build equity in
the masterbrand, and to create a clear
relationship between Demand Media and
the various sites we own, operate, and
for which we generate content. Used
consistently and accurately, this badge will
build awareness for our brand across our
entire network.
Built from our primary logo, this badge

Attribution Logo Placement
includes the moniker “Driven by” as an
indication of the role Demand Media plays
regarding our various properties and
content creators.
Our logo color palette has been designed

to adapt to a variety of applications.
When using the attribution badge, choose
the color logo that closest matches or
compliments the website it appears on. For
example, Livestrong.com features a yellow
color palette, so a yellow attribution badge
should be used. eHow.com features a green
color palette so a green attribution badge
should be used.
Examples are shown on page 14.
2 1 2
Secondary Placement – Left Primary Placement – Centre Secondary Placement – Right

Cracked.com – Dominant website color, Red > Red Demand Media Logo > Primary placement eNom – Dominant website color, Blue > Blue Demand Media Logo > Secondary placement
eHow – Dominant website color, Green > Green Demand Media Logo > Secondary placement IndieClick – Dominant website color, Yellow > Yellow Demand Media Logo > Secondary placement
Livestrong – Dominant website color, Yellow > Yellow Demand Media Logo > Primary placement There may be instances where the background color of a website doesn’t sit comfortably with the
Demand Media approved logo colors, or does not provide enough contrast to render the logo legible
(examples below). In these cases and all white or all gray logo should be used.
Illegible Use White

logo
Color clashes Use Gray

logo
FILE FORMATS Primary logo For Print: For Screen: 1 color positive logo
Folder location: Folder location: Folder location:

Print > Pantone_U Screen > RGB Print > 1 color
Our signatures come in a variety of Print > Pantone_C
formats for use in a range of applications. Print > CMYK_U Filename example: Filename:
On this page, each file is categorized Print > CMYK_C DM_Primary_RGB_Darkblue.eps DM_Primary_1col.eps
(color name varies for each logo color)
using the naming key listed below. Use Filename example:
the PNG logos for all screen-based Available in all logo colors DM_Primary_Pantone_C_ Darkblue.eps
applications, such as PowerPoint and (color name varies for each logo color) 1 color reversed logo
the web. For print applications, use the Folder location:
Illustrator artwork with the EPS extension. Print_1 color
Filename:
To obtain digital artwork, please contact DM_Primary_1col_Rev.eps
brand@demandmedia.com.
Registered logo (Reg) For Print: For Screen: Registered logo (Reg) small scale use
File naming key Folder location: Folder location:
Print > Reg_Pantone_U Screen > Reg_RGB
DM Demand Media Large scale use
Print > Reg_Pantone_C
Print > Reg_CMYK_U Filename example:
Primary Main logo (not registered) Print > Reg_CMYK_C DM_Reg_RGB_Darkblue.png
Reg Registered logo (color name varies for each logo color)
Small Small scale use logo
Available in all logo colors
Filename example:
Attribution ‘Driven by Demand Media’ version DM_Reg_Pantone_C_Darkblue.eps
RGB RGB color
CMYK CMYK color Available in all logo colors Folder location:
Pantone_U Uncoated Paper application Screen > RGB_Reg_ Small Scale Use
Pantone_C Coated Paper application
Filename example:
Darkblue The darker blue logo DM_Reg_Small_RGB_Darkblue.png
LIghtblue The lighter blue logo (color name varies for each logo color)
Darkgreen The darker green logo
Lightgreen The lighter green logo
Yellow The yellow logo
Red The red logo
Gray The gray logo Attribution logo For Screen: Reversed logos (for use on black websites)
1 color One color logo (black) Folder location: Folder location:

Rev Reversed logo (white) Screen > Attribution_RGB_Rev
Screen > Attribution_RGB
Filename:
Filename example: DM_attribution_RGB_Rev_Darkblue.png
DM_attribution_RGB_Darkblue.png
Available in all logo colors Available in all logo colors

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A FRIENDLY FACE
GOTHAM ROUNDED IS
ROUNDED
FRIENDLY
OUR TYPEFACE. WE USE
IT IN TWO WEIGHTS—
BOLD AND MEDIUM.
Typography is an important aspect of

our brand identity. Our typographic style
contributes to our distinctive aesthetic.
The typography usage examples on the SIMPLE
CLEAR
following pages should be followed to
ensure all of our communications appear
consistent.
ELEGANT
PRECISE
GEOMETRIC
OUR TYPEFACE:
USE IN PRINT GOTHAM ROUNDED BOLD
Gotham Rounded Bold is used for all
ABCDEFGHIJKLMNOPQRSTUVWXYZ
headlines and titles.
abcdefghijklmnopqrstuvwxyz
0123456789 — &*#@?!/+(.,:;)
Gotham Rounded Medium is used
GOTHAM ROUNDED MEDIUM

for the Demand Media logotype.
It should also be used for all
standard body-copy.
Gotham Rounded is designed
and distributed by New York type 0123456789 — &*#@?!/+(.,:;)
foundry Hoefler & Frere-Jones.
It can be purchased directly here.
OUR TYPEFACE:
USE FOR WEB
Since Gotham Rounded is currently
not available as a webfont, we have
substituted it with a close alternative
called Proxima Nova Soft.
As with Gotham Rounded, we use the

Bold weight for headlines, and Medium
for body copy. PROXIMA NOVA SOFT MEDIUM
Proxima Nova Soft Medium and Bold
can be purchased directly here. abcdefghijklmnopqrstuvwxyz
0123456789 — &*#@?!/+(.,:;)
SECONDARY TYPEFACE:
USE FOR POWERPOINT Arial / Arial Bold
In cases where a standard system font
is required—such as sales presentation
Powerpoint documents—Arial Regular
and Bold should be used. ABCDEFGHIJKLMNOPQRSTUVWXYZ
TYPESETTING GUIDES: DEMAND MEDIA, CONTENT

FOR REAL LIFE 10/11.5
As dollestiatum con pratem dolupta dolor sint

Typography is always ranged left. This molessendam, idus minctas sunteni mpores
provides the eye with a constant starting et voluptiant quat hiliquam non pel minctisite
point for each line, making text easier oditas adis ent eicimpo riteces equisitibus
arumend ererchitem quidero reperum quiatur
to read. The only exceptions are when
sequias etum ni re est que endi cuptat. 10/12.5
typesetting headlines with the Demand
Media arrowheads (see page 25)
When typesetting headlines, the leading DEMAND MEDIA, CONTENT

should be 15% larger than the type size. To FOR REAL LIFE 15/17.25
calculate, multiply the type size by .15 and
add the result to the typesize. As dollestiatum con pratem dolupta dolor sint
molessendam, idus minctas sunteni mpores
When setting body copy, the leading et voluptiant quat hiliquam non pel minctisite
should be 25% larger than the type size.
To calculate this, multiply the type size by oditas adis ent eicimpo riteces equisitibus
.25 and add result to the typesize. All type arumend ererchitem quidero reperum quiatur
should be be set to -20 tracking. sequias etum ni re est que endi cuptat. 15/18.75
Body column width should ideally be
between 7-9 words long.
DEMAND MEDIA, CONTENT

FOR REAL LIFE 20/23
As dollestiatum con pratem dolupta dolor sint

molessendam, idus minctas sunteni mpores
et voluptiant quat hiliquam non pel minctisite
oditas adis ent eicimpo riteces equisitibus
arumend ererchitem quidero reperum quiatur
sequias etum ni re est que endi cuptat. 20/25
V1
Brand Guidelines
G
IEDL RA
EENM PH
C TE IC
G LO ITN
Identity
PH RA O YTS
IC O PH R P
O TO I A
N C L
S GR A ET
R
A R TE
PH O
Y WS
© Demand Media
brand@demandmedia.com
21
PICK A COLOR
ANY COLOR
OUR CORE COLORS Coated Paper Coated Paper Coated Paper Coated Paper
ARE WHAT GIVE US OUR PANTONE 285 C PANTONE 305 C PANTONE WARM RED C PANTONE 116 C
PERSONALITY. WE’RE Uncoated Paper

PANTONE 285 U
Uncoated Paper
PANTONE 305 U
Uncoated Paper
PANTONE WARM RED U
Uncoated Paper
PANTONE 115 U
BRIGHT, BOLD, AND R 80 R 70 R 250 R 254
COLORFUL. G 150
B 242
G 212
B 230
G 84
B 54
G 203
B0
HEX #5096F2 HEX #3DD4E6 HEX #F95336 HEX #FECB00
Up until this page, you’ve been seeing an Coated Uncoated Coated Uncoated Coated Uncoated Coated Uncoated
all-gray logo. But an all gray logo would C 90 C 70 C 60 C 60 C0 C0 C0 C0
be a bit boring, right? The Demand Media M 48 M 30 M0 M0 M 86 M 70 M 12 M 12
logo can in fact appear in one of six Y0 Y0 Y7 Y 10 Y 80 Y 66 Y 100 Y 95
K0 K0 K0 K0 K0 K0 K0 K0
vibrant colors. And there’s a dark gray
color for our typography, and for instances
where a color logo is not appropriate.
As you can see, our colors are VIBRANT.

When using the colors in print, it is impor-
tant to always seek to use Solid Pantone
inks. This way, all of our materials will be
consistent, and our colors look vibrant. Coated Paper Coated Paper Coated Paper
These same vibrant colors cannot be PANTONE 7479 C PANTONE 382 C PANTONE COOL GRAY 10 C
achieved using standard CMYK printing.
Uncoated Paper Uncoated Paper Uncoated Paper
Only use CMYK colors when absolutely PANTONE 7479 U PANTONE 381 U PANTONE COOL GRAY 10 U
necessary.
R 50 R 200 R 102
Please note, when printing certain colors G 209 G 215 G 110
onto coated or uncoated paper, the B 126 B0 B 117
HEX #32D17E HEX #C7D600 HEX #666E75
Pantone color specified differs. Please re-
fer to the color breakdowns on this page. Coated Uncoated Coated Uncoated Coated Uncoated
C 80 C 58 C 28 C 25 C4 C4
M0 M0 M0 M0 M0 M0
Y 65 Y 58 Y 92 Y 84 Y0 Y0
K0 K0 K0 K0 K 75 K 75
SECONDARY COLORS
Our color palette is bold, and in certain

instances it can appear too bold.
So we’ve created 6 additional pale colors
that can be used to support the primary Coated Paper Coated Paper Coated Paper Coated Paper
color palette. These secondary colors PANTONE 304 C PANTONE 373 C PANTONE 100 C PANTONE 196 C
should only be used when absolutely
Uncoated Paper Uncoated Paper Uncoated Paper Uncoated Paper
necessary. Our preference is to only
PANTONE 304 U PANTONE 372 U PANTONE 100 U PANTONE 196 U
use primary color palette across most
communications. R 154 R 212 R 252 R 255
G 222 G 229 G 232 G 202
Secondary palette—When to use: B 239 B 138 B 112 B 192
HEX #9AE0EF HEX #D4E58A HEX #FCE870 HEX #FFCAC0
• Charts or infographics
• More expressive graphic communications Coated Uncoated Coated Uncoated Coated Uncoated Coated Uncoated
(such as posters) C 36 C 39 C 20 C 20 C0 C0 C0 C0
• Presentation slide backgrounds M0 M0 M0 M0 M0 M0 M 23 M 25
Y6 Y 11 Y 42 Y 48 Y 58 Y 61 Y5 Y 10
K0 K0 K0 K0 K0 K0 K0 K0
How to use them:
• Only use neutral colors for presentation
slide backgrounds.
• Never use the secondary colors on
their own. They should only be used to
complement the core colors.
Examples of our color palette in use can be

seen on pages 31 and 32. Coated Paper Coated Paper
PANTONE Cool Gray 1 C WARM GRAY 4 C
Please note, when printing certain colors
Uncoated Paper Uncoated Paper
onto coated or uncoated paper, the PANTONE Cool Gray 1 U WARM GRAY 3 U
Pantone color specified differs. Please re-
fer to the color breakdowns on this page. R 236 R 209
G 242 G 209
B 243 B 200
HEX #ECF2F3 HEX #D1D1C8
Coated Uncoated Coated Uncoated

C3 C4 C9 C8
M2 M3 M 11 M9
Y4 Y7 Y 13 Y 11
K5 K7 K 23 K 121
FOLLOW THESE
DIRECTIONS
GRAPHIC ARROWHEADS
Our graphic identity is more than just our

logo, typeface, and colors.
An important part of our graphic look and

feel are the use of arrowheads. The arrows
are derived from our logo, and signify
connection and action.
Used alongside our bold color palette and

angled headline typography, the arrows
provide a bold and engaging graphic look
and feel to all our communications.
The following pages explain how the

arrowheads should be used with typogra-
phy, color, and photography.
Left aligned typography Left aligned typography — non angled Right aligned typography
GRAPHIC ARROWS:
TYPE ALIGNMENT
LO A CO ADRET
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When typography interacts with the
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arrows, there are specific rules that
apply.
LOREM IPU
The examples on this page show the MADOLOR
various ways in which typography AMET CONSE
ETURADIP
relates to the arrows. CING ARET
Typography blocks should always

relate to the 90° right angle created
by the arrows. Depending on the rota-
tion of the arrowss, typography will
vary from left aligned, to right aligned.
Typography can also be rotated 45°
clockwise, anticlockwise, or remain
straight as shown in these examples.
Left and right aligned typography within arrows Left and right aligned typography outside of arrows
The following pages provide some
detailed guidelines.
C U T LO PU
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GRAPHIC ARROWS: When placing text within the arrows, the

typography layout will vary depending
TYPE ALIGNMENT & ANGLES on the orientation of the arrow, and the
amount of text within the arrow. Please
follow the guides below, and on the
Left alignment following pages.
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12% DOLOR AMET
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Blue lines represent a clear
ADIPISCING
space border. The width of PELLENESQUE
the border is equal to 12% CURSUS.
total width of the arrow.
Right alignment
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CURSUS.
GRAPHIC ARROWS:
TYPE SIZE & LINE COUNT
Left alignment
3 lines of type 4 lines of type 5 lines of type 6 lines of type (maximum)
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Max 6 lines
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PELLENESQUE
CURSUS.
Right alignment
3 lines of type 4 lines of type 5 lines of type 6 lines of type (maximum)
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GRAPHIC ARROWS:
OUTSIDE TYPE USAGE
As well as inside the arrows,
typography can be placed outside of
the arrows.
The typography alignment should

always relate to the right angle created Left alignment
by the arrows.
Left alignment
Examples are shown here and on
E
page 33.
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Right alignment
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Right alignment
1 2 3
GRAPHIC ARROWS:
USING CROPS
AND ANGLES
The Demand Media logo, and individual
graphic arrows can be cropped in different
ways to create dynamic layouts. Some
simple examples are shown here.
The arrows can appear in a variety of

layouts and directions to suit the needs of
the layout. The arrows can be rotated 90°
or 45°.
The arrows can either be used as a pair

(facing each other) or as standalone
4 5 6
directional arrows.
When using as a pair (examples 1, 3, 5 & 6)

the distance between the arrows should
always remain the same. Please do not
move arrows closer together, or further
apart.
GRAPHIC ARROWS:
C U T LO PU
USING ARROWS AND
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IN R C R
ET ME O I
A IP NS
TYPOGRAPHY
A AD EM
G AD O
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C ETU CO OL IPU
C U T LO PU
G A S R
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IN R C R
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IN R N O
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M A E
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A M OR
An Adobe Illustrator file containing various
M OR
T
LO A O D ET
L
RE
L
A
graphic arrow layouts can be found in the
A E IN
M T C RA AR
RE DO N IP
M T G
A
brand assets folder:
E U
M LO SE
IP R
C
U
Filename: DM_arrow_crops.ai
This file containds multiple editable layouts.

These will give you a starting point for
creating layouts.
Please note, you will need Adobe Illustrator

to edit and create design layouts.
Also note, you will need the font Gotham

Rounded Bold installed to edit the text.
LOREM IPU
MADOLOR
AMET CONSE
LOREM IPU
ETURADIP MADOLOR
CING ARET AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
1. DO use our base colors with any white arrows 2. DO use colors that complement each other 3. DO use colors that complement each other
USING COLOR:
C U T LO PU
DOs
E
IN R C R
ET ME O I
A IP NS
A AD EM
G AD O
M R
C ETU CO OL IPU
C U T LO PU
We have a vibrant color palette so we
G A S R
LO
T
IN R C R
ET ME DO M I
A IP NS
IN R N O
ET D M
A DI E
need to be careful when using it to avoid
RE
M A E
G AD O
RE P
A M OR
M OR
clashing colors.
LO A O D ET
L
RE
L
A
A E IN
M T C RA AR
RE DO N IP
M T G
A
E U
M LO SE
Some general rules when using color:
IP R
C
U
When using our color palette, try to stick
to using a core color + white.
(see example 1)
Below are some approved color combinations. Please note, some of these utilize our secondary pale colors.
When using two colors together, pick a
complimentary palette, such as two blue
shades, or two green shades
(see example 2)
You can use secondry colors to comple-

ment core colors, but as outlined above, LOREM IPU LOREM IPU LOREM IPU LOREM IPU LOREM IPU LOREM IPU
MADOLOR MADOLOR MADOLOR MADOLOR MADOLOR MADOLOR
the colors should be complementary. AMET CONSE AMET CONSE AMET CONSE AMET CONSE AMET CONSE AMET CONSE
(see example 2) ETURADIP
CING ARET
ETURADIP
CING ARET
ETURADIP
CING ARET
ETURADIP
CING ARET
ETURADIP
CING ARET
ETURADIP
CING ARET
Please only use two colors together in

addition to white.
(see example 3)
Above: Any mix or core color + white is encouraged.
If in doubt, keep it simple.
LOREM IPU LOREM IPU LOREM IPU LOREM IPU LOREM IPU LOREM IPU
AMET CONSE AMET CONSE AMET CONSE AMET CONSE AMET CONSE AMET CONSE
ETURADIP ETURADIP ETURADIP ETURADIP ETURADIP ETURADIP
CING ARET CING ARET CING ARET CING ARET CING ARET CING ARET
Above: When mixing core colors, stick to blue and green. Above: Use secondary colors to complement the core palette.
DON’T use clashing colors DON’T use color combinations that are illegible DON’T use 3 varying colors for all graphic elements
USING COLOR:
C U T LO PU
DON’Ts
E
IN R C R
ET ME O I
A IP NS
A AD EM
G AD O
M R
C ETU CO OL IPU
C U T LO PU
The examples on this page show how
G A S R
LO
T
IN R C R
ET ME DO M I
A IP NS
IN R N O
ET D M
A DI E
not to use our colors. In fact they are so
RE
M A E
G AD O
RE P
A M OR
M OR
garish you need sunglasses just to look
LO A O D ET
L
RE
L
A
A E IN
at them.
M T C RA AR
RE DO N IP
M T G
A
E U
M LO SE
IP R
C
U
Avoid these color combinations – They clash and many are difficult to read
GRAPHIC ARROWS:
USING PHOTOGRAPHY
C U T LO PU
E
IN R C R
ET ME DO M I
A IP NS
A A E
G AD O
M OR
T
RE
L
Photography can either be placed within
C TU ET LO IPU
E
IN R C R
A IP NS
the arrows, or can be used full bleed with
E M DO M
E
CO OR U
G AD O
M OR
ET L IP
the arrows on top of the image.
SE
T
RE
L
A
A AD EM
N
C ETU CO OL IPU
A
M O
M OR
G A S R
When placing images within the arrows,
IN R N O
ET D M
A DI E
L
M A E
RE P
A M OR
please be mindful of composition. Do not
T
L
crop out important parts of the image
C IP TU ME A
RE D E E A M
(such as faces) and ensure that the outline
IN C R T
S R U
A IN A
N LO IP
RE G
shape of the arrow is always clearly visible.
CO O EM
T
R
LO
D
Some hypothetical examples are shown on
this page.
LOREM IPU
MADOLOR AMET
CONSE ETUR
LO A CO ADRET
CING ARET
C TU ET LO IPU
A E IN
M T R A
RE DO N IP
E
M T G
IN R C R
A IP NS
T OF
A AD EM
E U
M LO SE
G AD O
E M O
M OR
IP R
C
U
RE
L
WHAT’S THAT YOU SAY?
SPEECH BUBBLE GRAPHIC
In addition to the core arrowhead shapes,

there is a ‘speech bubble’ shape that can
be used in graphic layouts.
The speech bubble shape should always

contain typography, and should never be
used as a standalone shape.
Please refer to the guidelines on this page

that outline the correct distance relation-
ship between the typography and the
speech bubble.
To calculate the correct distance relationship
An Adobe Illustrator file containing the from the type block to the speech bubble,
divide the height by 10%. This will give you
speech bubble can be found in the brand the correct border width.
assets folder:
Filename: DM_speechbubble.ai
Please note, you will need the font

Gotham Rounded Bold installed to edit the
typography. Height of
RE U T LO PU
RE U T LO PU
Speech
E
bubble = X
C RA CO R
C RA CO R
ET ME DO M I
ET ME DO M I
G IP S
G IP S
IN D N
IN D N
A A E
A A E
M OR
M OR
L
L
X
of
%
10
=
e
nc
ta
is
D
PRETTY PICTURES
PHOTOGRAPHY USAGE
Our photography captures a slice of

everyday life. It’s never fake or frivolous.
It should make you feel like you are right
there in the room. It’s about telling stories
through personalities, interactions, and
experiences. So it feels real, honest and
straightforward.
OUR APPROACH TO PHOTOGRAPHY
• natural and relaxed—not posed or artificial

• everyday and honest—something we can
all relate to in real life (with ‘warts and
all’, our coffee cups are dirty, our boots
have mud on them, our shirts wrinkled—
this makes them more believable)
• personal and engaging—capturing
emotions and intimacy.
• sometimes funny. Real life can be a little
weird, goofy, and funny. We’re not afraid
to celebrate that.
PHOTOGRAPHY USAGE
Further examples.
PHOTOGRAPHY
DON’Ts
DON’T use images where people are posing, DON’T use interior design that is not DON’T use flat, cold lighting
or are used as props like in a catalog lived-in, or is contrively staged
THE MAKING OF
AN ICON FOOD HOME
A number of icons have been designed
to communicate the many different types
of content we produce, and the many
different audiences we reach.
But please use the icons with restraint.

Yes, they’re cute, but please don’t sprinkle
them on every brand communication.
They are there to support specific themes
in marketing communications.
The icons can appear in any of our

primary colors.
Please refer to the basic guidelines on

page 42.
All of these icons can be found in the file:

DM_all_icons.ai
AUTO PETS ENTERTAINMENT

MEDIA TECHNOLOGY FINANCE

LIVESTRONG HEALTH MOMS

STYLE
PLEASE DON’T... PLEASE DO...

Please follow the guides below Here are some examples of icons
to keep us looking our best. used in a thoughtful way.
DON’T squeeze text DON’T place icons DON’T overlap icons DO group icons together DO use them next to text or
inside of the icons within other icons into compositions, but call-to-action.
please keep to 90° or 45°
rotation of icons.
LEARN
MORE
VIEW
SLIDESHOW
DON’T add drop DON’T replace letters DON’T rotate icons

shadows with icons unless 90° or 45° as
part of a group
(see right).
Brand Guidelines Design Examples © Demand Media 44
T
Y
IN
R ITE ER
PR
TE S ON
L
IN EB TI
A
W A
N
ST
PL GN
ES
M I
A ES
EX D
Digital letterhead template. Filename: DM_letterhead.doc
STATIONERY
1333 2ND STREET STE 100 P/ 310.123.4567
SANTA MONICA F/ 310.123.4567
CA. 90402 E/ ACCOUNTS@DEMANDMEDIA.COM
WWW.DEMANDMEDIA.COM
Mr John Smith Dear Name,
Company Title Pudis ea coreper esequia estrunt isitam expliquiam autem rempostinis voluptatur,
340 Bryant Street omnis imus rest, coribus re nis et di si dolentionse verior magnimos int eaturentur
San Francisco sitenti onsequam ut magnihit aut volum aut quiaspe libuscilique none volo optibus
CA 94107 exernatis dusam quam fuga.
USA
Ita denda nonectem eum volo blatest ibeatibustis elis ra quae magnatur solore ni
Date: in corescipsant fugitibus, atur, omnis imil et quaturibus dolectatet moluptaquo bea-
03.05.2011 tas sed mi, sapid quia nobitis simusae cor aut evel estrum, aute voloreptas quis
eturiam hitatur alique coritatur aciis eatiatur seque il ilibus cusam incia quiaectota
sectur andigeni dit, ipsam am, oditatemped ullab il ipsapero exerciae sintus derum
Helvetica Regular excestium veni dolest, quia ne ducilitatus duci num ant eum quas abo.
10pt on 13pt linespacing
Is modipid magnam, sitassincil elliatum que volesed ut fugitiam fugiatem qui
restrum, solum et quo quia voluptatem restiunt fugiat andita conescius voluptate
cus sum libusdae. Ut voles et perferspero eaquaestium as et moluptiunto evelia de
min poreperumquo bea velit intintur, ullam nos nos res am, volendi sero voluptas
enectur?
Occae porem qui dem. Itas et autam faceat faccab ipiciam endebit atusae incid
molupturibus re, occuptatis vitatem quo officiat voloribusam comnimagniam nullam
ape simi, quia aut dolore por at quamet omnis magnimi, nem faceri tem arit haria
sequianiste am res in core sitatemqui ut il incte nullani mporese quidisquis dun-
dantis sim sequae quaerum que sapid unt ipictota dolest adit quia nobis unt quo
veratiis et auta earum quo volest, simusapit, ius magnisitas eicabo.
Envelope Et od eos nist aliqui qui tempeliatum nonse sum ea eaque cone comnimi, nestis et
fuga. Iquiatquia sequidelest, alit fugit fugiaes diat.
Regards,
John Smith
Helvetica Regular
10pt on 13pt linespacing
BUSINESS COMMUNICATIONS — DIGITAL
Email Signature
From: John Smith

Subject: Brand Guidelines
Date: May 25, 2011 10:14AM GMT
Cc:
Dear Sir,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis ornare, urna varius faucibus ornare, ante metus
–––––––––––––––––––––––––––––––––– Arial Regular and Bold
eleifend dolor, ac porta nunc nisi elementum orci. Phasellus a ipsum eros. Donec mattis nunc et urna faucibus Peter Luttrell 12px typesize
SVP Ad Solutions & Brand Management 14px linespacing
quis laoreet magna eleifend. Maecenas imperdiet faucibus tellus vel placerat. Nullam quis nisl eu leo faucibus Color
accumsan. –––––––––––––––––––––––––––––––––– R 102
Demand Media G 110
Best Regards, 1333 2nd Street Ste 100 B 118
Nest Santa Monica, CA. 90402
www.demandmedia.com
peter.luttrell@demandmedia.com
310.917.6438
–––––––––––––––––––––––––––––––––– Horizontal lines:
Repeated em-Dash
(Option key plus –)
––––––––––––––––––––––––––––––––––
Peter Luttrell Color
SVP Ad Solutions & Brand Management R209
–––––––––––––––––––––––––––––––––– G211
Demand Media B212
1333 2nd Street Ste 100
Santa Monica, CA. 90402
www.demandmedia.com Horizontal lines should be
peter.luttrell@demandmedia.com at a length, depending on
310.917.6438 the staff name and title
–––––––––––––––––––––––––––––––––– (longest line)
WEBSITE
INTERNAL PRINT
Shown on the following pages are
hypothetical examples, showing the brand
identity applied across various materials.
New Employee Handbook: Embossed arrows onto neutral kraft card Annual Report cover:
Notebook: The arrow has been adapted to create a pencil

INTERNAL WALL GRAPHICS POSTER TOTE BAG

Brand Guidelines © Demand Media 50
DESIGN MATTERS
If you’ve just read these guidelines, you have

our appreciation. It means you share our belief
in details and quality. We know applying these
principles takes time and effort, but the stories
we tell in all our Demand Media communications
will be stronger for it.
If you ever have additional questions about our

visual identity and its application in design, don’t
hesitate to contact brand@demandmedia.com
Thank you.

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Brand Guidelines © Demand Media

WELCOME TO THE NEW DEMAND MEDIA

OUR DESIGN FOUNDATION

Our brand is more than our logo. It is a design scheme

This guide will help to familiarize you with the core

If unsure, just ask us at brand@demandmedia.com

WHAT WE’RE ABOUT

Our new brand identity is all about demonstrating how

We connect people to content that’s relevant to them.

Every second of every day people click, swipe, and tap

We also give businesses the power to connect with their

This is what our branding is all about—connecting, serving

We use the same version in print, on screen,

Our logo is a bold, simple, graphic

The logo is made up of two elements: the

EVERYONE NEEDS A 50%

LITTLE PERSONAL SPACE 25%

LOGO CLEAR SPACE

To ensure that our signature versions are clearly

To ensure the integrity and legibility of the logo

In special circumstances when a 50% clear zone

LOGO CLEAR SPACE

We like to avoid placing the logo smack

On any given format—landscape or

Centering the logo Much better

GOOD THINGS COME IN Logo Symbol Favicon (ICO file)

There are no predetermined sizes for the

For digital uses the minimum size for the

HELP US KEEP OUR Large scale use Small scale use

To protect our logo we use a Registered

The registered logo has been created in

PICK A COLOR Color logo on white backgrounds

When using the logo on a

White logo on color backgrounds

When using the logo on a

MONOCHROME LOGOS 75% Black logo on white

The preferred color for our logo is in one

• Pantone Cool Gray 8

BACKGROUND IMAGES Light-colored, uncluttered imagery Dark-colored, uncluttered imagery

Our logo may also be used on an

When placing the logo onto imagery,

Do not use a color logo on a

DRIVEN BY... Attribution Logo Logo Colors

We have created these attribution badges

Built from our primary logo, this badge

Our logo color palette has been designed

Examples are shown on page 14.

Secondary Placement – Left Primary Placement – Centre Secondary Placement – Right

Illegible Use White

Color clashes Use Gray

Folder location: Folder location: Folder location:

1 color One color logo (black) Folder location: Folder location:

Available in all logo colors Available in all logo colors

Typography is an important aspect of

Gotham Rounded Medium is used

GOTHAM ROUNDED MEDIUM

As with Gotham Rounded, we use the

TYPESETTING GUIDES: DEMAND MEDIA, CONTENT

As dollestiatum con pratem dolupta dolor sint

When typesetting headlines, the leading DEMAND MEDIA, CONTENT

DEMAND MEDIA, CONTENT

As dollestiatum con pratem dolupta dolor sint

PERSONALITY. WE’RE Uncoated Paper