Graphics Standards and Usages
Official Logos
The first category contains information about our official logos and their correct (and incorrect) usage. These include: Icon, Logo, Brand Promise Statement (Tagline)
The Icon, Logo and Tagline must not be altered in any way and should always be used in the proportion and configuration shown in this guide. The minimum size of the logo with tagline (both elements) should be a minimum of .75” high. The logo without tagline should be a minimum of .5” high.
Icon
The “egg“ icon is our visual symbol for eLayaway™. It is designed to be distinct and to visually communicate our brand. The egg represents the consumer’s funds entrusted to eLayaway™. During the incubation period, we work hard to build consumer and merchant trust in our company and our processes. Like an egg’s fragile shell, we must protect that trust and never take it for granted.
Logo
As our primary signature, our logo says two important things.
Our Full Name
We are an online/tech company
Brand Promise Statement (Tagline)
The “Tagline” is the statement our organization makes as a unified voice. It differentiates us from an industry that has notoriously taken advantage of consumers and merchants. It also defines us as an alternative payment system that is both affordable and easy to use.
Logo Structure
The eLayaway logo was designed to be a strong and recognizable symbol. Early in the design process, it was determined that the best symbol to represent our unique process was to use the egg. It represents a beginning and the nurturing spirit that drives the eLayaway process. The “e” in the egg represents the technology behind eLayaway.
The notes below are intended to give further clarity into the nuances that make our logo more then just a typeface and graphic.
Allow Visual Space for the Logo
The space assures that the eLayaway™ Logo is always readable and that other graphic images are not placed too close to the mark.
Official Color Use
The 2 official colors for ELayaway™ are:
Dark Green (PMS 356)
Light Green (PMS 368)
Besides in B&W, these are the only other colors in which the eLayaway™ logo should be shown. If you wish to use another color, print the logo on colored paper or a colored background, reverse the logo, use an unusual design application, or plan any variation not shown in this guide, consult our Director of Marketing by emailing marketing@eLayaway.com, BEFORE preceding.
Incorrect Logo Usage Samples
The logo should never be enclosed by text of graphic elements.
The proportions should always maintain a 1:1 ratio to assure the logo is displayed in its proper proportions. Do not stretch horizontally of compress vertically.
Never use improper colors other that the PMS 356 and PMS 368 which are the colors of the provided logos.
Word mark Type Style
Book Antiqua
Book Antiqua, the type used in the word “Layaway” of our word mark, was chosen for its legibility and classic appeal. In order to assure the most contrast between the logo word mark and surrounding content, we do not recommend that this font be used for headlines and bold titles. Supporting body copy should be a San Serif font such as Helvetica Neue.
Supporting Type Styles
Helvetica Neue
The eLayaway™ logo also uses Helvetica Neue Bold for the tag line, “The Smart Way to Plan & Pay™.” The fonts clean look makes it easy to read. This is suggested for use in Subheads, call out boxes where descriptive copy is needed and even for body copy (regular).
