ArchStudio/Branding

ArchStudio Branding

We would like to present a uniform branding for ArchStudio products.

General Branding

  • Product Names
    • The name of the product is "ArchStudio" (A and S capitalized, all other letters lowercase).
    • When including a generation number of the product, the generation number is a single Arabic number.
    • The name of the ADL that ArchStudio 3 and 4 use is "xADL 2.0" (ADL capitalized, '.0' always included).
      • The 'x' in xADL 2.0 is always lowercase, even at the beginning of the sentence.
      • xADL is roughly pronounced "zay-del" (rhymes with "dreidel" or "ladle")
        • Because of this, "xADL" is preceded by "a" rather than "an" when used as an adjective:
          • Right: "I created a xADL 2.0 document in ArchStudio 4."
          • Wrong: "I created an xADL 2.0 document in ArchStudio 4."
  • Taglines
    • The tagline for ArchStudio 4 is "Software and Systems Architecture Development Environment"
    • The tagline for xADL 2.0 is "Highly-extensible Architecture Description Language for Software and Systems"

Colors

  • ArchStudio
    • The signature color for all ArchStudio products is ArchStudio Cobalt Blue
      • R: 58; G: 102; B: 153
      • HTML color: #3A6699
    • In general, ArchStudio logos are placed on a gradient field that goes from upper-left to lower right.
      • The upper left color is ArchStudio Cobalt Blue (#3A6699)
      • The lower-right color is a darker version (#2D5075)
  • xADL
    • The signature color for all xADL products is xADL Royal Purple
      • R: 102; G: 51; B: 153
      • HTML color: #663399
  • Both the ArchStudio and xADL logos are generally rendered in bright white (#FFFFFF) on a colored background. If only black-and-white printing is available, they may be rendered in black (#000000) on the white background.

Logos

  • ArchStudio
    • The ArchStudio 4 logo always includes the product name and generation number (e.g., "ArchStudio 4") rendered on a gradient background as specified above under "Colors"
      • The font used to render the name "ArchStudio 4" is Humanst521 Cn BT (Regular)
      • The font size of the letters 'A', 'S', and the generation number should be 10% larger than the font size for "rch" and "tudio". So, for example, in "ArchStudio 4", if the lowercase characters are rendered at 50 points, the capital letters and generation number should be rendered at 55 points.
    • The ArchStudio tagline can optionally be rendered below "ArchStudio 4."
      • The font used to render the tagline is Zurich Cn BT (Regular)
    • In general, the tagline should be rendered in a size smaller than the main logo. Although there is no hard-and-fast rule about this, an acceptable ratio is 100:30 with the lowercase letters of the ArchStudio name. So, if the lowercase letters in "ArchStudio" are rendered at 50 points, the letters in the tagline should be rendered at 15 points.
  • xADL
    • The xADL 2.0 logo always includes the product name and generation number (e.g,. "xADL 2.0") rendered on a gradient background as specified above under "Colors"
      • The fonts used to render the name "xADL 2.0" are Arial Black (Regular, Italic) and Times New Roman (Italic)
      • The 'x' in xADL is rendered in Arial Black (Italic). The "ADL" is rendered in Arial Black (Regular)
      • The "2.0" in "xADL 2.0" is rendered in Times New Roman (Italic). All characters (both Arial Black and Times New Roman) are rendered at the same font size).
    • The xADL 2.0 tagline can optionally be rendered below "xADL 2.0"
      • The font used to render the tagline is Arial Narrow (Regular)
    • In general, the tagline should be rendered in a size smaller than the main logo. Although there is no hard-and-fast rule about this, an acceptable ratio is 100:25 with the xADL 2.0 name. So, if the letters in "xADL 2.0" are rendered at 100 points, the letters in the tagline should be rendered at 25 points.
    • In general, the "xADL 2.0" name and tagline are rendered with a drop-shadow to the lower-right.

TODO: Icons, links, etc.