Logo design a brand identity systém

# Brand Identity System: GreenPath Consulting

## 1. Logo Concept

**Symbolika & Meaning:**
Logo kombinuje dvě klíčové koncepty:
- **Cesta (Path):** Stylizovaná křivka reprezentující journey k udržitelnosti
- **List (Green):** Organický tvar integrovaný do cesty, symbolizující eco-friendly přístup

**Visual Metaphor:**
```
🌿
/ \
/ \
/______\
\ Path /
```

Design zobrazuje "cestu do budoucnosti" - vzestupnou křivku s listem jako compass/direction. Reprezentuje:
- Progress & growth (cesta nahoru)
- Nature integration (leaf shape)
- Corporate professionalism (clean geometric forms)

**Unique Selling Point:**
Na rozdíl od konkurence (které používají obvyklé symboly jako stromy, glóby, recycling), náš design je:
- ✓ Abstraktní (ne doslovný)
- ✓ Memorable (jednoduchý tvar)
- ✓ Versatile (funguje i bez barvy)
- ✓ Timeless (není trendy, vydrží 10+ let)

**Versatility Check:**
- ✅ Škáluje na 16x16px (favicon)
- ✅ Čitelné v černobílé (fax, tisk)
- ✅ Funguje na tmavém i světlém pozadí
- ✅ Rozpoznatelné bez textu (logomark)
- ✅ Vhodné pro embroidery (jednoduché linie)

---

## 2. Logo Variations

### Primary Logo (Horizontal)
```
┌─────────────────────────────────┐
│ │
│ 🌿 │
│ / \ GREENPATH │
│ / \ Sustainability │
│ /______\ Consulting │
│ │
└─────────────────────────────────┘
```
**Usage:** Website header, business cards, presentations
**Proportion:** Icon 40% height, text 60%

### Secondary Logo (Stacked)
```
┌──────────────────┐
│ │
│ 🌿 │
│ / \ │
│ / \ │
│ /______\ │
│ │
│ GREENPATH │
│ Sustainability │
│ Consulting │
│ │
└──────────────────┘
```
**Usage:** Social media profile pics, app icons, square formats
**Proportion:** Icon 50%, text 50%

### Logomark (Icon Only)
```
┌────────┐
│ │
│ 🌿 │
│ / \ │
│ /____\ │
│ │
└────────┘
```
**Usage:** Favicon, app icon, watermark, pattern
**Minimum size:** 32x32px

### Wordmark (Text Only)
```
GREENPATH
Sustainability Consulting
```
**Usage:** Legal documents, text-only contexts, email signatures
**Font:** Montserrat Bold + Light

### Monochrome Version
```
Black on white: [Logo in pure black #000000]
White on black: [Logo in pure white #FFFFFF]
Grayscale: [Logo in single gray #4A5568]
```
**Usage:** Photocopies, faxes, newspaper ads, low-ink printing

---

## 3. Typography System

**Primary Font: Montserrat** (Google Fonts - free)
- **Usage:** Headlines, logo, display text
- **Weights:** Bold (700), SemiBold (600)
- **Character:** Modern, geometric, professional
- **Rationale:** Clean sans-serif with excellent readability, suggests stability and progress

**Secondary Font: Open Sans** (Google Fonts - free)
- **Usage:** Body text, UI, forms, tables
- **Weights:** Regular (400), Light (300)
- **Character:** Friendly, neutral, readable
- **Rationale:** Pairs well with Montserrat, highly legible at small sizes

**Font Pairing Rationale:**
```
Montserrat (Geometric) + Open Sans (Humanist)
= Modern + Approachable
= Professional + Friendly
```

Both are Google Fonts (free for web/print), ensuring:
- ✓ No licensing costs
- ✓ Web font optimization
- ✓ Cross-platform availability

**Type Scale:**
```
H1: 48px / 3rem - Montserrat Bold
H2: 36px / 2.25rem - Montserrat SemiBold
H3: 28px / 1.75rem - Montserrat SemiBold
H4: 24px / 1.5rem - Montserrat SemiBold
H5: 20px / 1.25rem - Montserrat Regular
H6: 18px / 1.125rem - Montserrat Regular

Body: 16px / 1rem - Open Sans Regular
Small: 14px / 0.875rem - Open Sans Regular
Caption: 12px / 0.75rem - Open Sans Light
```

**Weight Usage:**
- **Bold (700):** Headlines, CTAs, emphasis
- **SemiBold (600):** Subheadings, navigation
- **Regular (400):** Body text, default
- **Light (300):** Captions, metadata, secondary info

**Letter Spacing:**
```
Headlines (H1-H3): -0.02em (tighter, more impactful)
Body text: 0em (default)
All caps text: +0.05em (looser for readability)
Buttons: +0.01em (subtle increase)
```

---

## 4. Color Palette

### Primary Brand Color
**Forest Green**
```
HEX: #2D7A4F
RGB: 45, 122, 79
CMYK: 63, 0, 35, 52
Pantone: 7483 C
```
**Meaning:** Growth, sustainability, trust, nature
**Usage:** Logo, primary CTA buttons, headers
**Accessibility:** Passes WCAG AA on white (contrast 4.8:1)

### Secondary Colors
**Sky Blue (Innovation)**
```
HEX: #4A90E2
RGB: 74, 144, 226
CMYK: 67, 36, 0, 11
```
**Meaning:** Innovation, technology, clarity
**Usage:** Data visualizations, infographics, accents

**Earth Brown (Grounding)**
```
HEX: #8B6F47
RGB: 139, 111, 71
CMYK: 0, 20, 49, 45
```
**Meaning:** Stability, earth, authenticity
**Usage:** Backgrounds, secondary elements

### Neutral Palette
```
White: #FFFFFF
Light Gray: #F7FAFC
Gray: #718096
Dark Gray: #2D3748
Black: #1A202C
```
**Usage:** Backgrounds, text, borders, UI elements

### Accent Color
**Bright Lime (Energy)**
```
HEX: #A8E063
RGB: 168, 224, 99
```
**Meaning:** Energy, growth, optimism
**Usage:** Highlights, success states, hover effects
**Accessibility:** Use only on dark backgrounds (#2D3748 or darker)

**Color Psychology:**
- **Green dominance:** Establishes eco-credentials immediately
- **Blue accent:** Balances "earthy" with "corporate professional"
- **Brown support:** Grounds the palette, prevents "too digital" feeling
- **Lime highlight:** Adds energy without being childish

**Accessibility Matrix:**
```
White Light Dark Black
#FFF #F7F #2D3 #1A2
Forest Green 4.8:1✓ 4.2:1✓ 8.9:1✓ 11:1✓
Sky Blue 3.2:1✗ 2.8:1✗ 7.1:1✓ 9.5:1✓
Earth Brown 3.9:1✗ 3.4:1✗ 6.8:1✓ 8.2:1✓
Bright Lime 2.1:1✗ 1.8:1✗ 5.6:1✓ 7.2:1✓

✓ = Passes WCAG AA (4.5:1 minimum)
✗ = Fails (use for decorative only)
```

**Usage Examples:**
```css
/* Primary CTA Button */
background: #2D7A4F; /* Forest Green */
color: #FFFFFF;

/* Secondary Button */
background: transparent;
border: 2px solid #2D7A4F;
color: #2D7A4F;

/* Hero Background */
background: linear-gradient(135deg, #2D7A4F 0%, #4A90E2 100%);

/* Card Background */
background: #F7FAFC; /* Light Gray */
border-left: 4px solid #2D7A4F;

/* Success Message */
background: #A8E063;
color: #1A202C;
```

---

## 5. Logo Construction

**Grid System:**
```
8x8 Grid (64 units)
┌─┬─┬─┬─┬─┬─┬─┬─┐
├─┼─┼─┼─┼─┼─┼─┼─┤ Leaf tip: (4,1)
├─┼─┼─╱─╲─┼─┼─┼─┤ Leaf edges: (2,3) and (6,3)
├─┼─╱─┼─┼─╲─┼─┼─┤ Path base: (1,7) to (7,7)
├─┼╱──┼─┼─┼─╲┼─┼─┤
├─╱───┼─┼─┼─┼╲─┼─┤
├╱────┴─┴─┴─┴─╲┼─┤
└─────────────────┘
```

**Safe Zone / Clear Space:**
Minimum clear space = X (height of logomark)
```
← X → ← X →
┌─────────────────┐ ↑
│ │ X
│ [LOGO HERE] │ ↓
│ │ ↑
└─────────────────┘ X
```
**Rule:** No text, graphics, or other logos within this zone

**Minimum Size:**
- **Digital:** 32px height (for icon), 120px width (for full logo)
- **Print:** 0.5 inch height (12.7mm)
- **Embroidery:** 1 inch height (25.4mm) - below this, use wordmark only

**Alignment Guides:**
```
Horizontal Logo:
- Icon baseline aligns with "G" in GREENPATH
- Tagline baseline sits on bottom alignment line
- Left edge of icon = left edge of "G"

Stacked Logo:
- Icon centered above text
- Text centered below icon
- Equal spacing (0.5X) between icon and text
```

**Optical Adjustments:**
1. **Leaf tip slightly higher** than geometric center - creates upward motion
2. **Path wider at base** - visual stability
3. **Text tracking loosened +0.02em** - balances icon density

---

## 6. Usage Guidelines

### ✅ Correct Usage (Do's)

**1. Maintain Clear Space**
```
✅ [ LOGO ] (adequate padding)
```

**2. Use Approved Colors**
```
✅ Forest Green #2D7A4F on white
✅ White #FFFFFF on Forest Green
✅ Black #000000 on light backgrounds
```

**3. Maintain Proportions**
```
✅ Scale uniformly (lock aspect ratio)
```

**4. Use Appropriate Variation**
```
✅ Horizontal logo on website header (wide space)
✅ Stacked logo on mobile app icon (square)
✅ Logomark for favicon (tiny space)
```

**5. Place on Suitable Backgrounds**
```
✅ Solid colors (white, light gray, forest green)
✅ Subtle patterns (low contrast)
✅ Blurred photos (with overlay)
```

### ❌ Incorrect Usage (Don'ts)

**1. Don't Distort**
```
❌ [STRETCHED LOGO] (wrong aspect ratio)
❌ [SQUISHED LOGO] (compressed)
```

**2. Don't Change Colors**
```
❌ Pink logo (off-brand)
❌ Gradients on logo (unless approved)
❌ Low contrast (gray on light gray)
```

**3. Don't Add Effects**
```
❌ Drop shadows
❌ Outlines/strokes
❌ Bevels or emboss
❌ Gradients
❌ Transparency < 100%
```

**4. Don't Rearrange**
```
❌ Text beside icon (wrong layout)
❌ Icon above text with wrong spacing
❌ Rotated logo
```

**5. Don't Place on Busy Backgrounds**
```
❌ Complex photos (no overlay)
❌ Patterns (too much visual noise)
❌ Low contrast backgrounds
```

**6. Don't Modify**
```
❌ Changing font
❌ Redrawing icon
❌ Adding taglines
❌ Combining with other logos without approval
```

### Backgrounds

**Light Backgrounds:**
✅ Use Forest Green logo (#2D7A4F)
✅ Use Black logo (#000000) for formal documents

**Dark Backgrounds:**
✅ Use White logo (#FFFFFF)
✅ Ensure contrast ratio ≥ 4.5:1

**Photo Backgrounds:**
✅ Add 60% opacity dark overlay
✅ Place logo in area with least detail
✅ Use white logo version

**Co-Branding Rules:**
When appearing with partner logos:
- Equal size or larger than partners
- Maintain clear space
- Left-most position (primary brand)
- Separate with vertical divider if needed: `GreenPath | Partner`

**Trademark Symbol:**
```
GREENPATH®
↑ (Registered trademark symbol)
Placed top-right, 50% of text size
```
Use ® after trademark registration, TM before.

---

## 7. Application Mockups

### 1. Business Card
```
┌─────────────────────────────────────┐
│ FRONT: │
│ │
│ 🌿 │
│ / \ GREENPATH │
│/____\ Sustainability Consulting │
│ │
│ │
│ BACK: │
│ │
│ Jane Doe │
│ Senior Consultant │
│ │
│ [email protected] │
│ +1 (555) 123-4567 │
│ www.greenpath.com │
│ │
└─────────────────────────────────────┘
```
- **Size:** 3.5" x 2" (standard)
- **Front:** Logo + tagline on white, forest green accent
- **Back:** Contact info in Open Sans, subtle leaf pattern background

### 2. Letterhead
```
┌───────────────────────────────────────┐
│ [LOGO] GREENPATH Date: Nov 2025 │
│ Sustainability Consulting │
├───────────────────────────────────────┤
│ │
│ Dear [Recipient], │
│ │
│ [Letter content here...] │
│ │
│ │
├───────────────────────────────────────┤
│ 123 Eco Street, Green City, GC 12345 │
│ [email protected] | (555) 123-456 │
└───────────────────────────────────────┘
```

### 3. Website Header
```
┌─────────────────────────────────────────────┐
│ [LOGO] GREENPATH Home | Services | About│
│ [Contact Us]│
├─────────────────────────────────────────────┤
```
- **Desktop:** Horizontal logo, navigation right-aligned
- **Mobile:** Stacked logo centered, hamburger menu

### 4. Social Media Profiles
```
┌────────────┐ LinkedIn: 400x400px
│ │ Twitter: 400x400px
│ [ICON] │ Facebook: 180x180px
│ │ Use: Stacked logo variation
└────────────┘ Background: Forest Green or White
```

### 5. Packaging (Tote Bag)
```
_________________
| |
| [LOGO HERE] |
| |
| Choose Green |
| Choose Path |
|_________________|
```
- **Material:** Organic cotton canvas (natural beige)
- **Print:** Forest green ink, centered
- **Size:** 15" x 16" tote

### 6. Signage (Office Door)
```
┌──────────────────────┐
│ │
│ [BIG LOGO] │
│ │
│ GREENPATH │
│ Floor 3, Suite 301 │
│ │
└──────────────────────┘
```
- **Material:** Brushed aluminum with forest green vinyl
- **Size:** 12" x 18"

### 7. Merchandise (T-Shirt)
```
_______________
/ \
| [LOGO] |
| |
| Think Green |
| Act Now |
\_______________/
```
- **Placement:** Center chest, 4" width
- **Color:** White tee with forest green logo, or forest green tee with white logo

### 8. Presentation Slide (Title Slide)
```
┌─────────────────────────────────────┐
│ [LOGO] │
│ │
│ 2025 ESG Report │
│ How We Helped 50+ Companies │
│ Achieve Net Zero │
│ │
│ Jane Doe, CEO │
│ November 2025 │
└─────────────────────────────────────┘
```

---

## 8. File Formats & Delivery

**Vector Files (Scalable):**
```
logo_primary.ai Adobe Illustrator (editable)
logo_primary.eps Encapsulated PostScript (universal)
logo_primary.svg Web/digital use
logo_primary.pdf Print-ready PDF
```

**Raster Files (Fixed Size):**
```
logo_primary_RGB.png Transparent background (web)
├── @1x (500px width)
├── @2x (1000px width - retina)
└── @3x (1500px width - high-res)

logo_primary_CMYK.jpg Print use (white bg)
├── 300 DPI (print quality)
└── 72 DPI (screen preview)
```

**Print-Ready PDFs:**
```
logo_primary_PRINT.pdf
Settings:
- CMYK color mode
- 300 DPI
- Crop marks included
- Bleed: 0.125" (3mm)
- Fonts embedded/outlined
```

**Icon Sizes:**
```
favicon.ico 16x16, 32x32, 48x48
favicon.png 32x32 (web)
apple-touch-icon.png 180x180 (iOS)
app-icon.png 1024x1024 (app stores)
social-preview.png 1200x630 (OG image)
```

**Organized File Structure:**
```
GreenPath_Brand_Assets/
├── 01_Logos/
│ ├── Vector/
│ │ ├── Primary_Horizontal.ai
│ │ ├── Primary_Horizontal.eps
│ │ ├── Primary_Horizontal.svg
│ │ ├── Secondary_Stacked.ai
│ │ ├── Logomark_Icon.ai
│ │ └── Wordmark.ai
│ ├── PNG/
│ │ ├── [email protected]
│ │ ├── [email protected]
│ │ ├── [email protected]
│ │ ├── [email protected]
│ │ └── [email protected]
│ └── Print/
│ ├── Primary_CMYK_300dpi.pdf
│ └── Primary_CMYK_300dpi.jpg
├── 02_Colors/
│ └── Brand_Colors.ase (Adobe Swatch)
├── 03_Fonts/
│ ├── Montserrat/ (Google Fonts link)
│ └── OpenSans/ (Google Fonts link)
├── 04_Mockups/
│ ├── Business_Card.pdf
│ ├── Letterhead.pdf
│ ├── Website_Header.png
│ └── Social_Media.png
├── 05_Guidelines/
│ └── Brand_Identity_Guidelines.pdf (this doc)
└── README.txt (quick start guide)
```

**File Naming Convention:**
```
[brand]_[variation]_[color]_[size].[ext]

Examples:
greenpath_primary_green_1000px.png
[email protected]
greenpath_stacked_black_print.pdf
```

---

**Brand Guidelines Version:** 1.0 (Nov 2025)
**Created by:** [Your Agency]
**Approved by:** GreenPath Leadership Team
**Next Review:** Annual (Nov 2026)

**For questions or requests:**
[email protected]