Brand Guidelines

Brand Guidelines
V1
Demand Media
brand@demandmedia.com
BRAND
GUIDELINES
VERSION 1
JANUARY 2013
Brand Guidelines
V1
Demand Media
CONTENTS
INTRO
03
IDENTITY
Logo06
Logo Clear Space
07
Logo Placement
08
Logo Sizes
09
Logo Colors
10
Logo Misuses
12
Attribution logo
13
TYPOGRAPHY
Print Typeface
Web Typeface
Typesetting Guides
17
19
20
GRAPHIC ELEMENTS
Color Palette
22
Graphic Arrows
24
Photography35
Icons38
DESIGN EXAMPLES
Business Communications
Visual Examples
45
47
Brand Guidelines
V1
Demand Media
WELCOME TO THE NEW DEMAND MEDIA

BRAND GUIDELINES. THESE GUIDELINES EXIST
TO MAKE US LOOK CONSISTENTLY AWESOME!
FOLLOW THESE GUIDELINES AS YOU CREATE
MARKETING MATERIALS, INTERNAL AND
EXTERNAL COMMUNICATIONS.
OUR DESIGN FOUNDATION
Our brand is more than our logo. It is a design scheme
made up of a number of core elements and guiding
principles that combine to create a distinctive look and
feel that is immediately recognisable as Demand Media.
This guide will help to familiarize you with the core
brand elements to assist you in designing and producing
dynamic and powerful communications with a degree of
flexibility.
If unsure, just ask us at brand@demandmedia.com
(We dont bite).
Brand Guidelines
V1
Introduction
WHAT WERE ABOUT

Our new brand identity is all about demonstrating how
Demand Media is a touchpoint in peoples real lives.
We connect people to content thats relevant to them.
We connect businesses to the web.
We connect brands with people and people with brands.
Every second of every day people click, swipe, and tap
into Content For Real Life on one of our sites. More than
100 million people come to us every monththats more
than 1 in 3 Americans online. Were there to help them
navigate their lives, satisfy their cravings, explore their
interests, and expand their horizons.
We also give businesses the power to connect with their
audience in more meaningful waysthrough websites,
through advertising solutions, and through social
conversations.
This is what our branding is all aboutconnecting, serving
as a touchpoint, and meeting people where they are.
Demand Media
Identity
Demand Media
TH
LO
ID
EN
TI
T
Brand Guidelines
V1
Brand Guidelines
V1
Identity
Demand Media
OUR LOGO
Here it is againour logo. Our logo is the
most visible element of our identitya
universal signature across all Demand
Media communications. Its a guarantee of
quality that unites our diverse products and
services.
We use the same version in print, on screen,
and on the side of our buildings. Its simple.
Easy to understand. No drop shadows, no
glossy reflections, no flashy graphic effects.
Our logo is a bold, simple, graphic
statement. It signifies a touchpoint, and a
connection.
The logo is made up of two elements: the
symbol and the logotype.
While it is a simple logo, we must treat
it nicely. The following pages cover the
correct usage to ensure the logo always
looks its best.
Symbol
Logotype
Logo
Brand Guidelines
V1
EVERYONE NEEDS A
LITTLE PERSONAL SPACE
Identity
Demand Media
50%
25%
LOGO CLEAR SPACE

To ensure that our signature versions are clearly
visible in all applications, surround them with
sufficient clear space free of type, graphics,
and other elements that might cause visual clutterto maximize the recognition and impact of
our identity.
To ensure the integrity and legibility of the logo
lock-ups, the area directly surrounding them
should be protected.
When the logotype or full name is used, a clear
space of 50% the symbols height should be
maintained.
In special circumstances when a 50% clear zone
isnt available or possible, use the second option
of 25% clear space.
Note: the logotype typography has been carefully spaced,

and should not be changed, or re-typed. The D and M
are vertically aligned, in addition to the e and a.
50% Clear space
Brand Guidelines
V1
EVERYTHING IN ITS
RIGHT PLACE
Identity
Demand Media
Corner position.
LOGO CLEAR SPACE

We like to avoid placing the logo smack
dab in the middle of an area.
On any given formatlandscape or
verticalthe preferred logo placement is
in any corner position, or center aligned
at the right or left.
Center position.
Centering the logo

looks generic and
predictable
:(
Much better
:)
Brand Guidelines
V1
Identity
Demand Media
GOOD THINGS COME IN

SMALL SIZES
Logo
Symbol
Favicon (ICO file)
Minimum size
0.8 / 100px
Minimum size
0.375 / 30 px
16 px
MINIMUM LOGO SIZE

There are no predetermined sizes for the
Demand Media logo. Scale and proportion should be determined by the available
space, aesthetics, function and visibility.
There is no preset maximum size for the
logo. In print the minimum size is 0.8.
For digital uses the minimum size for the
standard logo is 100 pixels. 100
pixels is the smallest size apart from when
using an ICO. There is a specific file for
ICOs which is a 16px tall file.
HELP US KEEP OUR

LAWYERS HAPPY
USING THE REGISTERED LOGO
To protect our logo we use a Registered
symbol alongside our logo. This is used in
all major outward-facing brand communications, such as our website and advertising.
For internal communications, and branded
promotional itemssuch as notepads,
T-shirts, water bottlesthe standard logo
can be used.
The registered logo has been created in
two sizes - large and small. The large scale
version will cover most uses, and the small
scale version is intended mainly for use on
the web.
Large scale use
Small scale use
Scale width between:

1.2 upward
150px upward
Scale width between:

0.8 1.2
100 150 px
Brand Guidelines
V1
PICK A COLOR
ANY COLOR
Identity
Demand Media
Color logo on white backgrounds
Our logo or background color may be

any color within the Demand Media
color palette. Contrast is importantuse
a white logo on color backgrounds and a
color logo on white backgrounds.
In certain instances, such

as on the Demand Media
website, a vibrant color
logo may not be appropriate, and may potentially
clash with other colors. In
these instances, an all gray
logo can be used.
See pages 21 & 22 for detailed color

information and color values.
When using the logo on a

white background, the logotype should always appear in
gray, never in a vibrant color,
and never in solid black.
Always us a gray
logotype
White logo on color backgrounds
When using the logo on a

color background, both the
symbol and logotype should
appear white. The logotype
should never appear in gray.
10
Brand Guidelines
V1
MONOCHROME LOGOS
Identity
75% Black logo on white

background
White logo on 75% black

background
The preferred color for our logo is in one

of our vibrant colors. In some cases, a
full color logo may not be practical or
possible due to limitations in printing.
For these instances we may use a gray
version (made as a 75% tint of black) or
a one-color black or white logo.
Demand Media
Black logo on white background
White logo on black background
Two-tone version for black

backgrounds.
White symbol, gray logotype
In special uses when the logo

appears on a black background
(for example T-shirts, Tote
bags), a two-tone logo is preferred. In this logo, the symbol
should appear in white, and the
logotype should appear in the
following gray color (depending
on application for print or web):
Pantone Cool Gray 8
45% black
R163 G166 B168
BACKGROUND IMAGES
Light-colored, uncluttered imagery
Dark-colored, uncluttered imagery
Our logo may also be used on an

image background with sufficient
contrast. Use an all-gray logo for use
on light colored backgrounds, and an
all-white version for dark backgrounds.
When placing the logo onto imagery,
please ensure that it is placed within
an uncluttered image area to allow for
maximum legibillity and visibility.
Do not use a color logo on a
photographic image.
11
Brand Guidelines
V1
Identity
Demand Media
PLEASE DONT...
To maintain the integrity of the Demand
Media logo, and to promote the
consistency of the brand, it is important
to use the logo as described in these
guidelines.
CONTENT FOR REAL LIFE

DONT create a logo lockup with text
DONT rearrange the logo elements.
DONT change the proportions

between the symbol and logotype
DONT rotate the logo
DONT stretch the logo
DONT create a gradient logo
DONT mix colors from the palette
DONT use non-approved colors
DONT outline the logo
DONT add a drop shadow to the logo
DONT add reflections or any other

graphic filters to the logo
DONT use the symbol as a holding

shape for imagery or graphics
DONT create a pattern with the logo
DONT place the logo on a color

without sufficient contrast
DONT use gray or black on a

color background
DONT use over a busy image
The examples shown here illustrate

possible misuses of the Demand Media
logo that should be avoided.
12
Brand Guidelines
V1
Identity
Demand Media
DRIVEN BY...
Attribution Logo
13
Logo Colors
ATTRIBUTION BADGE
We have created these attribution badges
to help strengthen and build equity in
the masterbrand, and to create a clear
relationship between Demand Media and
the various sites we own, operate, and
for which we generate content. Used
consistently and accurately, this badge will
build awareness for our brand across our
entire network.
Built from our primary logo, this badge
includes the moniker Driven by as an
indication of the role Demand Media plays
regarding our various properties and
content creators.
Attribution Logo Placement
Our logo color palette has been designed

to adapt to a variety of applications.
When using the attribution badge, choose
the color logo that closest matches or
compliments the website it appears on. For
example, Livestrong.com features a yellow
color palette, so a yellow attribution badge
should be used. eHow.com features a green
color palette so a green attribution badge
should be used.
Examples are shown on page 14.
Secondary Placement Left
Primary Placement Centre
Secondary Placement Right
Brand Guidelines
V1
Identity
Demand Media
Cracked.com Dominant website color, Red > Red Demand Media Logo > Primary placement
eNom Dominant website color, Blue > Blue Demand Media Logo > Secondary placement
eHow Dominant website color, Green > Green Demand Media Logo > Secondary placement
IndieClick Dominant website color, Yellow > Yellow Demand Media Logo > Secondary placement
Livestrong Dominant website color, Yellow > Yellow Demand Media Logo > Primary placement
There may be instances where the background color of a website doesnt sit comfortably with the
Demand Media approved logo colors, or does not provide enough contrast to render the logo legible
(examples below). In these cases and all white or all gray logo should be used.
Illegible
Use White
logo
Color clashes
Use Gray
logo
14
Brand Guidelines
V1
Identity
FILE FORMATS
Our signatures come in a variety of
formats for use in a range of applications.
On this page, each file is categorized
using the naming key listed below. Use
the PNG logos for all screen-based
applications, such as PowerPoint and
the web. For print applications, use the
Illustrator artwork with the EPS extension.
Primary logo
Available in all logo colors
Demand Media
For Print:
For Screen:
1 color positive logo
Folder location:
Print > Pantone_U
Print > Pantone_C
Print > CMYK_U
Print > CMYK_C
Folder location:
Screen > RGB
Folder location:
Print > 1 color
Filename example:
DM_Primary_RGB_Darkblue.eps
(color name varies for each logo color)
Filename:
DM_Primary_1col.eps
Filename example:
DM_Primary_Pantone_C_ Darkblue.eps
1 color reversed logo

Folder location:
Print_1 color
Filename:
DM_Primary_1col_Rev.eps
To obtain digital artwork, please contact

brand@demandmedia.com.
Registered logo (Reg)
File naming key

DM
Demand Media
Primary
Reg
Small
Attribution
Main logo (not registered)

Registered logo
Small scale use logo
Driven by Demand Media version
RGB
CMYK
Pantone_U
Pantone_C
RGB color
CMYK color
Uncoated Paper application
Coated Paper application
Darkblue
LIghtblue
Darkgreen
Lightgreen
Yellow
Red
Gray
The
The
The
The
The
The
The
1 color
Rev
One color logo (black)

Reversed logo (white)
darker blue logo

lighter blue logo
darker green logo
lighter green logo
yellow logo
red logo
gray logo
15
Large scale use
For Print:
For Screen:
Folder location:
Print > Reg_Pantone_U
Print > Reg_Pantone_C
Print > Reg_CMYK_U
Print > Reg_CMYK_C
Folder location:
Screen > Reg_RGB
Filename example:
DM_Reg_Pantone_C_Darkblue.eps
Filename example:
DM_Reg_RGB_Darkblue.png
Registered logo (Reg) small scale use
Folder location:
Screen > RGB_Reg_ Small Scale Use
Filename example:
DM_Reg_Small_RGB_Darkblue.png
Attribution logo
For Screen:
Reversed logos (for use on black websites)
Folder location:
Folder location:
Screen > Attribution_RGB_Rev
Screen > Attribution_RGB
Filename:
DM_attribution_RGB_Rev_Darkblue.png
Filename example:
DM_attribution_RGB_Darkblue.png
Identity
Demand Media
TY
PO
ID
PH
EN
TI
T
Brand Guidelines
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16
Brand Guidelines
V1
A FRIENDLY FACE
GOTHAM ROUNDED IS
OUR TYPEFACE. WE USE
IT IN TWO WEIGHTS
BOLD AND MEDIUM.
Typography is an important aspect of
our brand identity. Our typographic style
contributes to our distinctive aesthetic.
The typography usage examples on the
following pages should be followed to
ensure all of our communications appear
consistent.
Identity
Demand Media
ROUNDED
FRIENDLY
SIMPLE
CLEAR
ELEGANT
PRECISE
GEOMETRIC
17
Brand Guidelines
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Identity
OUR TYPEFACE:
USE IN PRINT
GOTHAM ROUNDED BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789 &*#@?!/+(.,:;)
Gotham Rounded Bold is used for all

headlines and titles.
Gotham Rounded Medium is used

for the Demand Media logotype.
It should also be used for all
standard body-copy.
Gotham Rounded is designed

and distributed by New York type
foundry Hoefler & Frere-Jones.
It can be purchased directly here.
Demand Media
GOTHAM ROUNDED MEDIUM

0123456789 &*#@?!/+(.,:;)
18
Brand Guidelines
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Identity
Demand Media
OUR TYPEFACE:
USE FOR WEB
Since Gotham Rounded is currently
not available as a webfont, we have
substituted it with a close alternative
called Proxima Nova Soft.
As with Gotham Rounded, we use the
Bold weight for headlines, and Medium
for body copy.
Proxima Nova Soft Medium and Bold

can be purchased directly here.
SECONDARY TYPEFACE:
USE FOR POWERPOINT
In cases where a standard system font
is requiredsuch as sales presentation
Powerpoint documentsArial Regular
and Bold should be used.
PROXIMA NOVA SOFT MEDIUM
0123456789 &*#@?!/+(.,:;)
Arial / Arial Bold

19
Brand Guidelines
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Identity
TYPESETTING GUIDES:
DEMAND MEDIA, CONTENT

FOR REAL LIFE 10/11.5
Typography is always ranged left. This

provides the eye with a constant starting
point for each line, making text easier
to read. The only exceptions are when
typesetting headlines with the Demand
Media arrowheads (see page 25)
When typesetting headlines, the leading
should be 15% larger than the type size. To
calculate, multiply the type size by .15 and
add the result to the typesize.
When setting body copy, the leading
should be 25% larger than the type size.
To calculate this, multiply the type size by
.25 and add result to the typesize. All type
should be be set to -20 tracking.
Demand Media
As dollestiatum con pratem dolupta dolor sint

molessendam, idus minctas sunteni mpores
et voluptiant quat hiliquam non pel minctisite
oditas adis ent eicimpo riteces equisitibus
arumend ererchitem quidero reperum quiatur
sequias etum ni re est que endi cuptat. 10/12.5

FOR REAL LIFE 15/17.25
sequias etum ni re est que endi cuptat. 15/18.75
Body column width should ideally be

between 7-9 words long.

FOR REAL LIFE 20/23
sequias etum ni re est que endi cuptat. 20/25
20
G
IEDL RA
EENM PH
C
IC
T
E
O
ITN
G L
YTS
PH RA O
IC O PH R P
O TO I A
C L
N
S GR A ET
R
A R TE
PH O
Y WS
Brand Guidelines
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Identity
Demand Media
21
Brand Guidelines
V1
Identity
Demand Media
PICK A COLOR
ANY COLOR
OUR CORE COLORS
ARE WHAT GIVE US OUR
PERSONALITY. WERE
BRIGHT, BOLD, AND
COLORFUL.
Up until this page, youve been seeing an
all-gray logo. But an all gray logo would
be a bit boring, right? The Demand Media
logo can in fact appear in one of six
vibrant colors. And theres a dark gray
color for our typography, and for instances
where a color logo is not appropriate.
As you can see, our colors are VIBRANT.
When using the colors in print, it is important to always seek to use Solid Pantone
inks. This way, all of our materials will be
consistent, and our colors look vibrant.
These same vibrant colors cannot be
achieved using standard CMYK printing.
Only use CMYK colors when absolutely
necessary.
Please note, when printing certain colors
onto coated or uncoated paper, the
Pantone color specified differs. Please refer to the color breakdowns on this page.
Coated Paper
PANTONE 285 C
Coated Paper
PANTONE 305 C
Coated Paper
PANTONE WARM RED C
Coated Paper
PANTONE 116 C
Uncoated Paper
PANTONE 285 U
Uncoated Paper
PANTONE 305 U
Uncoated Paper
PANTONE WARM RED U
Uncoated Paper
PANTONE 115 U
R 80
G 150
B 242
HEX #5096F2
R 70
G 212
B 230
HEX #3DD4E6
R 250
G 84
B 54
HEX #F95336
R 254
G 203
B0
HEX #FECB00
Coated
C 90
M 48
Y0
K0
Coated
C 60
M0
Y7
K0
Coated
C0
M 86
Y 80
K0
Coated
C0
M 12
Y 100
K0
Uncoated
C 70
M 30
Y0
K0
Uncoated
C 60
M0
Y 10
K0
Uncoated
C0
M 70
Y 66
K0
Uncoated
C0
M 12
Y 95
K0
Coated Paper
PANTONE 7479 C
Coated Paper
PANTONE 382 C
Coated Paper
PANTONE COOL GRAY 10 C
Uncoated Paper
PANTONE 7479 U
Uncoated Paper
PANTONE 381 U
Uncoated Paper
PANTONE COOL GRAY 10 U
R 50
G 209
B 126
HEX #32D17E
R 200
G 215
B0
HEX #C7D600
R 102
G 110
B 117
HEX #666E75
Coated
C 80
M0
Y 65
K0
Coated
C 28
M0
Y 92
K0
Coated
C4
M0
Y0
K 75
Uncoated
C 58
M0
Y 58
K0
Uncoated
C 25
M0
Y 84
K0
Uncoated
C4
M0
Y0
K 75
22
Brand Guidelines
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Identity
Demand Media
SECONDARY COLORS
Our color palette is bold, and in certain
instances it can appear too bold.
So weve created 6 additional pale colors
that can be used to support the primary
color palette. These secondary colors
should only be used when absolutely
necessary. Our preference is to only
use primary color palette across most
communications.
Secondary paletteWhen to use:
Charts or infographics
More expressive graphic communications
(such as posters)
Presentation slide backgrounds
How to use them:
Only use neutral colors for presentation
slide backgrounds.
Never use the secondary colors on
their own. They should only be used to
complement the core colors.
Examples of our color palette in use can be
seen on pages 31 and 32.
Please note, when printing certain colors
onto coated or uncoated paper, the
Pantone color specified differs. Please refer to the color breakdowns on this page.
Coated Paper
PANTONE 304 C
Coated Paper
PANTONE 373 C
Coated Paper
PANTONE 100 C
Coated Paper
PANTONE 196 C
Uncoated Paper
PANTONE 304 U
Uncoated Paper
PANTONE 372 U
Uncoated Paper
PANTONE 100 U
Uncoated Paper
PANTONE 196 U
R 154
G 222
B 239
HEX #9AE0EF
R 212
G 229
B 138
HEX #D4E58A
R 252
G 232
B 112
HEX #FCE870
R 255
G 202
B 192
HEX #FFCAC0
Coated
C 36
M0
Y6
K0
Coated
C 20
M0
Y 42
K0
Coated
C0
M0
Y 58
K0
Uncoated
C 39
M0
Y 11
K0
Uncoated
C 20
M0
Y 48
K0
Coated Paper
PANTONE Cool Gray 1 C
Coated Paper
WARM GRAY 4 C
Uncoated Paper
PANTONE Cool Gray 1 U
Uncoated Paper
WARM GRAY 3 U
R 236
G 242
B 243
HEX #ECF2F3
R 209
G 209
B 200
HEX #D1D1C8
Coated
C3
M2
Y4
K5
Coated
C9
M 11
Y 13
K 23
Uncoated
C4
M3
Y7
K7
Uncoated
C8
M9
Y 11
K 121
Uncoated
C0
M0
Y 61
K0
Coated
C0
M 23
Y5
K0
Uncoated
C0
M 25
Y 10
K0
23
Brand Guidelines
V1
FOLLOW THESE
DIRECTIONS
GRAPHIC ARROWHEADS
Our graphic identity is more than just our
logo, typeface, and colors.
An important part of our graphic look and
feel are the use of arrowheads. The arrows
are derived from our logo, and signify
connection and action.
Used alongside our bold color palette and
angled headline typography, the arrows
provide a bold and engaging graphic look
and feel to all our communications.
The following pages explain how the
arrowheads should be used with typography, color, and photography.
Identity
Demand Media
24
Brand Guidelines
V1
Identity
Left aligned typography
Left aligned typography non angled
L
M OR
A AD EM
E M O
C TU ET LO IPU
IN R C R
G AD O
A IP NS
RE
E
T OF
When typography interacts with the

arrows, there are specific rules that
apply.
Right aligned typography
U
IP R
M LO SE
RE DO N IP
LO A CO ADRET
M T R A
E U
M T G
A E IN
C
GRAPHIC ARROWS:
TYPE ALIGNMENT
Demand Media
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
The examples on this page show the

various ways in which typography
relates to the arrows.
Typography blocks should always
relate to the 90 right angle created
by the arrows. Depending on the rotation of the arrowss, typography will
vary from left aligned, to right aligned.
Typography can also be rotated 45
clockwise, anticlockwise, or remain
straight as shown in these examples.
L
M OR
A A E
ET ME DO M I
C U T LO PU
IN R C R
G AD O
A IP NS
RE
E
T
Left and right aligned typography outside of arrows
L
A M OR
M A E
ET D M
C ETU CO OL IPU
IN R N O
G A S R
A DI E
RE P
T
L
M OR
A A E
ET ME DO M I
C U T LO PU
IN R C R
G AD O
A IP NS
RE
E
T
Left and right aligned typography within arrows
L
A M OR
M A E
ET D M
C ETU CO OL IPU
IN R N O
G A S R
A DI E
RE P
T
The following pages provide some

detailed guidelines.
25
Identity
GRAPHIC ARROWS:
TYPE ALIGNMENT & ANGLES
When placing text within the arrows, the

typography layout will vary depending
on the orientation of the arrow, and the
amount of text within the arrow. Please
follow the guides below, and on the
following pages.
LO
IP R
A SU EM
D M
O
LO
R
Left alignment
100%
12%
Blue lines represent a clear
space border. The width of
the border is equal to 12%
total width of the arrow.
LO
M R
A AD EM
ET ME O I
U T LO PU
RI C
P EN R
Brand Guidelines
V1
Demand Media
26
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
RECING
LOREM IPSUM
DOLOR AMET
CONSECTETUR
ADIPISCING
PELLENESQUE
CURSUS.
M
RE UM R
LO PS LO
I
O
D
A
I L
O PU OR
R M E
ET AM A M
U E D
RI T
P
Right alignment
LOREM
IPU MADOL
OR AMET
CONSE ETU
DIP RECING
LOREM IPSUM
DOLOR AMET
CONSECTETUR
ADIPISCING
PELLENESQUE
CURSUS.
Brand Guidelines
V1
Identity
Demand Media
27
GRAPHIC ARROWS:
TYPE SIZE & LINE COUNT
100%
12%
Right alignment
3 lines of type
LO
M R
A AD EM
ET ME O I
U T LO PU
RI C
P EN R
4 lines of type
4 lines of type
M
RE UM R
LO PS LO
I
O
D
A
I L
O PU OR
R M E
ET AM A M
U E D
RI T
P
L
M arg
a
w x e
ith 3 Ty
in lin pe
sp es ac
e
LO
IP R
A SU EM
D M
O
LO
R
Left alignment
3 lines of type
5 lines of type
6 lines of type (maximum)
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
RECING
Small TypeMax 6 lines
within space
5 lines of type
LOREM IPSUM
DOLOR AMET
CONSECTETUR
ADIPISCING
PELLENESQUE
CURSUS.
6 lines of type (maximum)
LOREM
IPU MADOL
OR AMET
CONSE ETU
DIP RECING
LOREM IPSUM
DOLOR AMET
CONSECTETUR
ADIPISCING
PELLENESQUE
CURSUS.
Brand Guidelines
V1
Identity
Demand Media
GRAPHIC ARROWS:
OUTSIDE TYPE USAGE
As well as inside the arrows,
typography can be placed outside of
the arrows.
The typography alignment should
always relate to the right angle created
by the arrows.
Left alignment
L
A M OR
M A E
E
M
ET T C DO IP
U O LO U
RE RA NS R
C DI E
IN P
G
Right alignment
L
M OR
A AD EM
E M O
RE TU ET LO IPU
C RA CO R
IN D N
G IP S
E
N
IC
M T E
EE O
YO T
U
Examples are shown here and on

page 33.
N
TO IC
E
M
YO EE
U T
Left alignment
Right alignment
28
Brand Guidelines
V1
GRAPHIC ARROWS:
USING CROPS
AND ANGLES
Identity
Demand Media
The Demand Media logo, and individual

graphic arrows can be cropped in different
ways to create dynamic layouts. Some
simple examples are shown here.
The arrows can appear in a variety of
layouts and directions to suit the needs of
the layout. The arrows can be rotated 90
or 45.
The arrows can either be used as a pair
(facing each other) or as standalone
directional arrows.
When using as a pair (examples 1, 3, 5 & 6)
the distance between the arrows should
always remain the same. Please do not
move arrows closer together, or further
apart.
29
LO
M R
A AD EM
ET ME O I
C U T LO PU
IN R C R
G AD O
A IP NS
RE
E
T
Demand Media
Filename: DM_arrow_crops.ai
This file containds multiple editable layouts.
These will give you a starting point for
creating layouts.
30
U
IP R
M LO SE
RE DO N IP
LO A O D ET
M T C RA AR
E U
M T G
A E IN
C
An Adobe Illustrator file containing various

graphic arrow layouts can be found in the
brand assets folder:
L
M OR
A
E
A
ET ME DO M I
C U T LO PU
IN R C R
G AD O
A IP NS
RE
E
T
GRAPHIC ARROWS:
USING ARROWS AND
TYPOGRAPHY
Identity
L
A M OR
M A E
ET D M
C ETU CO OL IPU
IN R N O
G A S R
A DI E
RE P
T
Brand Guidelines
V1
Please note, you will need Adobe Illustrator

to edit and create design layouts.
Also note, you will need the font Gotham
Rounded Bold installed to edit the text.
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
Identity
Demand Media
1. DO use our base colors with any white arrows
L
M OR
A
E
A
ET ME DO M I
C U T LO PU
IN R C R
G AD O
A IP NS
RE
E
T
Some general rules when using color:

When using our color palette, try to stick
to using a core color + white.
(see example 1)
When using two colors together, pick a
complimentary palette, such as two blue
shades, or two green shades
(see example 2)
You can use secondry colors to complement core colors, but as outlined above,
the colors should be complementary.
(see example 2)
31
3. DO use colors that complement each other
U
IP R
M LO SE
RE DO N IP
LO A O D ET
M T C RA AR
E U
M T G
A E IN
C
We have a vibrant color palette so we

need to be careful when using it to avoid
clashing colors.
L
A M OR
M A E
ET D M
C ETU CO OL IPU
IN R N O
G A S R
A DI E
RE P
T
USING COLOR:
DOs
2. DO use colors that complement each other
LO
M R
A AD EM
ET ME O I
C U T LO PU
IN R C R
G AD O
A IP NS
RE
E
T
Brand Guidelines
V1
Below are some approved color combinations. Please note, some of these utilize our secondary pale colors.
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
Please only use two colors together in

addition to white.
(see example 3)
If in doubt, keep it simple.
Above: Any mix or core color + white is encouraged.
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
Above: When mixing core colors, stick to blue and green.
Above: Use secondary colors to complement the core palette.
Brand Guidelines
V1
Identity
Demand Media
DONT use clashing colors
DONT use color combinations that are illegible
LO
M R
A AD EM
ET ME O I
C U T LO PU
IN R C R
G AD O
A IP NS
RE
E
T
L
M OR
A
E
A
ET ME DO M I
C U T LO PU
IN R C R
G AD O
A IP NS
RE
E
T
DONT use 3 varying colors for all graphic elements
U
IP R
M LO SE
RE DO N IP
LO A O D ET
M T C RA AR
E U
M T G
A E IN
C
The examples on this page show how

not to use our colors. In fact they are so
garish you need sunglasses just to look
at them.
L
A M OR
M A E
ET D M
C ETU CO OL IPU
IN R N O
G A S R
A DI E
RE P
T
USING COLOR:
DONTs
32
Avoid these color combinations They clash and many are difficult to read
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR
AMET CONSE
ETURADIP
CING ARET
LOREM IPU
MADOLOR AMET
CONSE ETUR
CING ARET
33
L
M OR
A
E
A
E M DO M
C TU ET LO IPU
IN R C R
G AD O
A IP NS
RE
E
T
U
IP R
M LO SE
RE DO N IP
LO A CO ADRET
M T R A
E U
M T G
A E IN
C
L
M OR
A AD EM
E M O
C TU ET LO IPU
IN R C R
G AD O
A IP NS
RE
E
T OF
Some hypothetical examples are shown on

this page.
L
M OR
A AD EM
M O
ET L IP
CO OR U
N
SE
When placing images within the arrows,

please be mindful of composition. Do not
crop out important parts of the image
(such as faces) and ensure that the outline
shape of the arrow is always clearly visible.
LO
R
D
CO O EM
N LO IP
S R U
RE D E E A M
C IP TU ME A
IN C R T
A IN A
RE G
T
Photography can either be placed within

the arrows, or can be used full bleed with
the arrows on top of the image.
Demand Media
L
M OR
A A E
ET ME DO M I
C U T LO PU
IN R C R
G AD O
A IP NS
RE
E
T
GRAPHIC ARROWS:
USING PHOTOGRAPHY
Identity
L
A M OR
M A E
ET D M
C ETU CO OL IPU
IN R N O
G A S R
A DI E
RE P
T
Brand Guidelines
V1
Brand Guidelines
V1
Identity
Demand Media
WHATS THAT YOU SAY?

SPEECH BUBBLE GRAPHIC
In addition to the core arrowhead shapes,
there is a speech bubble shape that can
be used in graphic layouts.
The speech bubble shape should always
contain typography, and should never be
used as a standalone shape.
Please refer to the guidelines on this page
that outline the correct distance relationship between the typography and the
speech bubble.
An Adobe Illustrator file containing the
speech bubble can be found in the brand
assets folder:
To calculate the correct distance relationship

from the type block to the speech bubble,
divide the height by 10%. This will give you
the correct border width.
is
ta
nc
e
10
of
L
M OR
A A E
ET ME DO M I
RE U T LO PU
C RA CO R
IN D N
G IP S
E
Height of
Speech
bubble = X
Please note, you will need the font

Gotham Rounded Bold installed to edit the
typography.
L
M OR
A A E
ET ME DO M I
RE U T LO PU
C RA CO R
IN D N
G IP S
E
Filename: DM_speechbubble.ai
34
Brand Guidelines
V1
PRETTY PICTURES
PHOTOGRAPHY USAGE
Our photography captures a slice of
everyday life. Its never fake or frivolous.
It should make you feel like you are right
there in the room. Its about telling stories
through personalities, interactions, and
experiences. So it feels real, honest and
straightforward.
OUR APPROACH TO PHOTOGRAPHY
natural and relaxednot posed or artificial
everyday and honestsomething we can
all relate to in real life (with warts and
all, our coffee cups are dirty, our boots
have mud on them, our shirts wrinkled
this makes them more believable)
personal and engagingcapturing
emotions and intimacy.
sometimes funny. Real life can be a little
weird, goofy, and funny. Were not afraid
to celebrate that.
Identity
Demand Media
35
Brand Guidelines
V1
PHOTOGRAPHY USAGE
Further examples.
Identity
Demand Media
36
Brand Guidelines
V1
Identity
Demand Media
PHOTOGRAPHY
DONTs
DONT use images where people are posing,

or are used as props like in a catalog
DONT use interior design that is not

lived-in, or is contrively staged
DONT use flat, cold lighting
37
Brand Guidelines
V1
THE MAKING OF
AN ICON
A number of icons have been designed
to communicate the many different types
of content we produce, and the many
different audiences we reach.
But please use the icons with restraint.
Yes, theyre cute, but please dont sprinkle
them on every brand communication.
They are there to support specific themes
in marketing communications.
The icons can appear in any of our
primary colors.
Please refer to the basic guidelines on
page 42.
All of these icons can be found in the file:
DM_all_icons.ai
Identity
FOOD
Demand Media
HOME
38
Brand Guidelines
V1
AUTO
Identity
PETS
Demand Media
ENTERTAINMENT
39
Brand Guidelines
V1
MEDIA
Identity
TECHNOLOGY
Demand Media
FINANCE
40
Brand Guidelines
V1
LIVESTRONG
Identity
HEALTH
Demand Media
MOMS
41
Brand Guidelines
V1
STYLE
Identity
Demand Media
42
Brand Guidelines
V1
Identity
Demand Media
PLEASE DONT...
PLEASE DO...
Please follow the guides below

to keep us looking our best.
Here are some examples of icons

used in a thoughtful way.
DONT squeeze text

inside of the icons
DONT place icons

within other icons
DONT overlap icons
DO group icons together

into compositions, but
please keep to 90 or 45
rotation of icons.
DO use them next to text or

call-to-action.
LEARN
MORE
VIEW
SLIDESHOW
DONT add drop

shadows
DONT replace letters

with icons
DONT rotate icons

unless 90 or 45 as
part of a group
(see right).
43
Design Examples
EX D
A ES
M I
PL GN
ES
ST
W A
IN EB TI
TE S ON
R ITE ER
N
Y
A
L
PR
IN
T
Brand Guidelines
V1
Demand Media
44
Brand Guidelines
V1
Design Examples
Demand Media
Digital letterhead template. Filename: DM_letterhead.doc
STATIONERY
1333 2ND STREET STE 100
SANTA MONICA
CA. 90402
WWW.DEMANDMEDIA.COM
P/ 310.123.4567
F/ 310.123.4567
E/ ACCOUNTS@DEMANDMEDIA.COM
Mr John Smith
Dear Name,
Company Title
340 Bryant Street
San Francisco
CA 94107
USA
Pudis ea coreper esequia estrunt isitam expliquiam autem rempostinis voluptatur,

omnis imus rest, coribus re nis et di si dolentionse verior magnimos int eaturentur
sitenti onsequam ut magnihit aut volum aut quiaspe libuscilique none volo optibus
exernatis dusam quam fuga.
Date:
03.05.2011
Helvetica Regular
10pt on 13pt linespacing
Ita denda nonectem eum volo blatest ibeatibustis elis ra quae magnatur solore ni
in corescipsant fugitibus, atur, omnis imil et quaturibus dolectatet moluptaquo beatas sed mi, sapid quia nobitis simusae cor aut evel estrum, aute voloreptas quis
eturiam hitatur alique coritatur aciis eatiatur seque il ilibus cusam incia quiaectota
sectur andigeni dit, ipsam am, oditatemped ullab il ipsapero exerciae sintus derum
excestium veni dolest, quia ne ducilitatus duci num ant eum quas abo.
Is modipid magnam, sitassincil elliatum que volesed ut fugitiam fugiatem qui
restrum, solum et quo quia voluptatem restiunt fugiat andita conescius voluptate
cus sum libusdae. Ut voles et perferspero eaquaestium as et moluptiunto evelia de
min poreperumquo bea velit intintur, ullam nos nos res am, volendi sero voluptas
enectur?
Occae porem qui dem. Itas et autam faceat faccab ipiciam endebit atusae incid
molupturibus re, occuptatis vitatem quo officiat voloribusam comnimagniam nullam
ape simi, quia aut dolore por at quamet omnis magnimi, nem faceri tem arit haria
sequianiste am res in core sitatemqui ut il incte nullani mporese quidisquis dundantis sim sequae quaerum que sapid unt ipictota dolest adit quia nobis unt quo
veratiis et auta earum quo volest, simusapit, ius magnisitas eicabo.
Envelope
Et od eos nist aliqui qui tempeliatum nonse sum ea eaque cone comnimi, nestis et
fuga. Iquiatquia sequidelest, alit fugit fugiaes diat.
Regards,
John Smith
Helvetica Regular
10pt on 13pt linespacing
45
Brand Guidelines
V1
Design Examples
Demand Media
BUSINESS COMMUNICATIONS DIGITAL
Email Signature
From:
John Smith
Subject: Brand Guidelines
Date:
May 25, 2011 10:14AM GMT
Cc:
Dear Sir,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis ornare, urna varius faucibus ornare, ante metus
eleifend dolor, ac porta nunc nisi elementum orci. Phasellus a ipsum eros. Donec mattis nunc et urna faucibus
quis laoreet magna eleifend. Maecenas imperdiet faucibus tellus vel placerat. Nullam quis nisl eu leo faucibus
accumsan.
Best Regards,
Nest
Peter Luttrell
SVP Ad Solutions & Brand Management
Demand Media
1333 2nd Street Ste 100
Santa Monica, CA. 90402
www.demandmedia.com
peter.luttrell@demandmedia.com
310.917.6438
Peter Luttrell
SVP Ad Solutions & Brand Management
Demand Media
1333 2nd Street Ste 100
Santa Monica, CA. 90402
www.demandmedia.com
peter.luttrell@demandmedia.com
310.917.6438
Arial Regular and Bold

12px typesize
14px linespacing
Color
R 102
G 110
B 118
Horizontal lines:
Repeated em-Dash
(Option key plus )
Color
R209
G211
B212
Horizontal lines should be
at a length, depending on
the staff name and title
(longest line)
46
Brand Guidelines
V1
WEBSITE
Design Examples
Demand Media
47
Brand Guidelines
V1
Design Examples
Demand Media
INTERNAL PRINT
Shown on the following pages are
hypothetical examples, showing the brand
identity applied across various materials.
Notebook: The arrow has been adapted to create a pencil
New Employee Handbook: Embossed arrows onto neutral kraft card
Annual Report cover:
48
Brand Guidelines
V1
Design Examples
Demand Media
INTERNAL WALL GRAPHICS
POSTER
TOTE BAG
49
Brand Guidelines
V1
Demand Media
DESIGN MATTERS
If youve just read these guidelines, you have
our appreciation. It means you share our belief
in details and quality. We know applying these
principles takes time and effort, but the stories
we tell in all our Demand Media communications
will be stronger for it.
If you ever have additional questions about our
visual identity and its application in design, dont
hesitate to contact brand@demandmedia.com
Thank you.
50

Brand Guidelines

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Brand Guidelines

WELCOME TO THE NEW DEMAND MEDIA

WHAT WERE ABOUT

LOGO CLEAR SPACE

Note: the logotype typography has been carefully spaced,

50% Clear space

LOGO CLEAR SPACE

Centering the logo

GOOD THINGS COME IN

Favicon (ICO file)

MINIMUM LOGO SIZE

HELP US KEEP OUR

Large scale use

Small scale use

Scale width between:

Scale width between:

Color logo on white backgrounds

Our logo or background color may be

In certain instances, such

See pages 21 & 22 for detailed color

When using the logo on a

White logo on color backgrounds

When using the logo on a

75% Black logo on white

White logo on 75% black

The preferred color for our logo is in one

Black logo on white background

White logo on black background

Two-tone version for black

White symbol, gray logotype

In special uses when the logo

Light-colored, uncluttered imagery

Dark-colored, uncluttered imagery

Our logo may also be used on an

CONTENT FOR REAL LIFE

DONT rearrange the logo elements.

DONT change the proportions

DONT rotate the logo

DONT stretch the logo

DONT create a gradient logo

DONT mix colors from the palette

DONT use non-approved colors

DONT outline the logo

DONT add a drop shadow to the logo

DONT add reflections or any other

DONT use the symbol as a holding

DONT create a pattern with the logo

DONT place the logo on a color

DONT use gray or black on a

DONT use over a busy image

The examples shown here illustrate

Attribution Logo Placement

Our logo color palette has been designed

Secondary Placement Left

Primary Placement Centre

Secondary Placement Right

Available in all logo colors

1 color positive logo

1 color reversed logo

To obtain digital artwork, please contact

File naming key

Main logo (not registered)

One color logo (black)

darker blue logo