Brand Elements - Logo
The logo of a brand is the centerpiece of the visual identity. It is the key design element that symbolizes the essence of a brand.
The CSC logo comprises two elements: the logotype and the holding shape.
The logotype is a custom variation of the Gotham typeface with the angles of the letters reflecting the angles of the holding shape. At once contemporary and classic, the logotype should remain relevant over time.
The holding shape acts as a framing device for the letters, lending visual emphasis to the CSC brand name. Additionally, its rectangular form and angled edges serve to connect the holding shape to our larger visual system.
Lastly, the framing device emphasizes the color red, which is also a strong component of the CSC identity and brand.
Clear space is the area surrounding our logo, giving it room to breathe.
We define clear space by the distance between the baseline of the CSC wordmark and the bottom of the red holding shape.
A minimum clear space requirement has been established to ensure the prominence and clarity of the CSC Identity. We define clear space by the distance “x,” a unit of measurement equal to the space between the baseline of the CSC wordmark. For maximum brand recognition, it is essential that the clear space remain free of all graphics, identities, photography and typography.
Minimum size refers to the smallest size at which our logo may be reproduced.
To ensure its legibility, the minimum reproduction size for the CSC logo is .1875" or 4.5 mm for print applications. For electronic media, the size is 14 pixels.
Reproducing the logo under some circumstances can cause challenges. To provide the greatest degree of flexibility, a suite of logos has been created to satisfy a variety of reproduction methods.
Whenever possible, use the full-color version of the logo. It is provided in 4-color process (CMYK for print applications) and RGB for electronic use.
The 1-color configuration for the logo is built with Pantone 1795. A positive and white reverse version of the logo is also provided.
Please note that these versions are to be used only in the event that full color is not an option.
When using the CSC logo over photography, please keep in mind that the same rules apply. The color version is preferred; just be sure that there’s sufficient contrast and the logo is legible.
To maintain the equity and value of our brand, the CSC logo must never be altered or redrawn. Some, but not all, common misuses are shown on this page.