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Branding

Typography

Primary & Secondary Fonts

Primary Font: Brandon Grotesque is a sans-serif font whose design was inspired by the sans-serifs of the ’20s and ’30s. Although it is a neutral and unobtrusive font, it has character and was chosen for its friendly, approachable feel. It is also well-suited for use in many applications, and comes in a variety of weights.

Secondary Font: Use the proper system fonts Verdana when the corporate fonts are not available. Refer to the typography section to help with formatting and style suggestions.

Visual Identity

The Idaho State Historical Society’s (ISHS) logo is the most visibly recognized element of the brand.

Consistent and proper us of the ISHS logo is imperative to building strong brand recognition. In addition to the logo, visual identity comprises a suite of supporting elements that are designed to establish and continually reinforce ISHS’s story and meaning, beyond the singular brand mark. Colors, shapes, typography and imagery all work in harmony to support and enhance ISHS’s brand.

The ISHS brand mark was created as part of a logo family system positioning the ISHS as the primary parent brand. A suite of sub-department logos have been designed to unify these brands under ISHS. While there are clear identities for each department, they are designed to work comprehensively as a brand family.

For clarity, use only one logo whenever possible.

Parent Logo (ISHS)

Use this logo when creating communications for general audiences, the organization as a whole, or that speak to multiple audiences within the organization.

Sub-Brand Logos

These identities are designed to be used when communications are focused on department-specific audience communications.

Clear space is the area around the logo that should be free of any other logos, graphics, text, or borders. This ensures optimal presentation and recognition of the logo. Use the “O” from “Society” as a baseline to measure the amount of free space around the logo when resizing it.

Color Palette

Color is a fundamental part of the Idaho State Historical Society brand. The proper use of color enhances the communication of Idaho State Historical Society’s identity. The Idaho State Historical Society parent brand communicates trust and dependability. The overall brand family color palette conveys energy, depth, optimism and a sense of being grounded. When possible, always try to use the correct color specifications when using four-color process reproduction, Pantone Matching System (PMS) color reproduction, or RGB (web, digital) display.

Parent Brand Primary Colors

Pantone
PMS 7474

CMYK
86/10/33/11

HEX#
#458A94

RGB
69/138/148

Pantone
Process BLK

CMYK
0/0/0/100

HEX#
#231F20

RGB
35/31/32

Sub-Brand Primary Colors

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Pantone
PMS 228

CMYK
16/100/14/42

HEX#
#890C58

RGB
141/77/109

Pantone
PMS 5415

CMYK
51/20/14/31

HEX#
#677F91

RGB
103/127/145

Pantone
PMS 295

CMYK
99/51/8/36

HEX#
#375172

RGB
55/81/114

Pantone
PMS 307

CMYK
100/4/4/24

HEX#
#0074A2

RGB
0/116/162

Neutral/Secondary Colors

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Pantone
PMS 617

CMYK
18/11/56/3

HEX#
#BBB275

RGB
187/179/117

Pantone
Cool Gray 10 C

CMYK
62/53/48/19

HEX#
#636569

RGB
99/101/105

Pantone
Cool Gray 7 C

CMYK
43/35/35/1

HEX#
#98989A

RGB
152/152/154

Pantone
Cool Gray 4 C

CMYK
27/21/22/0

HEX#
#BBBBBB

RGB
187/187/187

Pantone
Lightest Gray

CMYK
4/2/3/0

HEX#
#F1F2F2

RGB
241/242/242

Pantone
WHITE

CMYK
0/0/0/0

HEX#
#FFFFFF

RGB
255/255/255

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