Welcome to the iDeas Lab Style Guides! The information on this site is meant to be a resource for our designers, producers, and program partners on individual digital products at CSIS. These fundamental branding elements will help us build a cohesive experience for various audiences online and off.
When it comes to branding, consistency is everything. Consistency ensures recognition and builds trust with potential and existing audiences.
There are several sections included for each guide:
Typography
Typography contributes to visual identity, and it is a key player in the site’s overall usability. The variation of typefaces and weights helps organize information, define hierarchy, and guide users through the experience.
Each guide will have a list of the typefaces used in the project and links to where the user could download the font files. In some cases, the font files are difficult to access (i.e. if the fonts are Adobe web fonts), so back-up typefaces will be listed.
Color
Primary Palette: These are the website’s main brand colors.
Secondary Palette: This extended palette is often used in areas of the site that require additional color variation.
Data Visualization Palette: These colors should be used in charts and graphs to maximize accessibility and harmony within a page.
Logos
The logo is the most immediate, graphical representation of your brand.
Logo variations are available to download as PNG or SVG (vector) files.
Remember, when using logos:
- Scale it proportionately
- Provide enough clear space around it
- Make sure there is sufficient contrast between the logo and background.