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PAGE 1JAGUAR STYLE GUIDE2012 INTRO TO NEW LOGOS AND FONTSPAGE 2The Jaguar logo consists of two elements: the leaper and the wordmark. Never separate or crop these elements.The chrome version of the Jaguar logo is used across all communications unless you are com-promised by material and finish. In which case, use the outline version of the logo. There is a diferent version of the outline logo for smaller applications.There is a diferent version of the chrome logofor use on black backgrounds. WHITE BACKGROUNDSThe Jaguar chrome logo should appear on awhite background whenever possible. BLACK BACKGROUNDSIn exceptional circumstances such as a TVend frame the chrome logo can be placed ona black background.PHOTOGRAPHIC BACKGROUNDSNever position the logo on a photographicbackground that is made of midtones as thiswill compromise the legibility of the logo.LOGO USAGE GUIDELINESBACKGROUNDSJAGUAR STYLE GUIDE | LOGOSXXCHROMEOUTLINE / LARGEOUTLINE / SMALLINCORRECT LOGO USAGEPAGE 3A clear space area around our logo helps it to stand out in every layout. Do not place other visual elements within this area.FOR PRINT APPLICATIONSThe amount of space is calculated as follows: If the width of the logo = XClearance above and below = 0.15XClearance to the sides = 0.25XSo if the width of the logo = 10cmClearance above and below = 1.5cmClearance to the sides = 2.5cmFOR DIGITAL APPLICATIONSThis represents the worst case scenario. Allow more space around the logo wherever possible.The amount of space is calculated as follows: If the width of the logo = XClearance above and below= 0.1XClearance to the sides = 0.1XSo if the width of the logo = 100 pixelsClearance above and below = 10 pixelsClearance to the sides = 10 pixelsLOGO USAGE GUIDELINESCLEAR SPACE AREAJAGUAR STYLE GUIDE | LOGOSFOR PRINT COMMUNICATIONSFOR DIGITAL COMMUNICATIONS0.15X0.15X0.25X0.25XX0.1X0.1X0.1X0.1XXPAGE 4SIZINGThe size of the logo is measured by the width of the wordmark – between the left edge of the ‘J’ and the right edge of the bottom of the ‘R’.MINIMUM SIZE FOR PRINTCOMMUNICATIONSThe minimum recommended size of the Jaguar chrome logo in printed communications is 18mm. If the logo needs to be smaller than 18mm, use the small use monochrome version. The small use monochrome logo can never be less than 12mm wide.MINIMUM SIZE FOR DIGITALCOMMUNICATIONSThe minimum recommended size of the Jaguar chrome logo for digital communications is 90 pixels. If the logo needs to be smaller than 90 pixels, use the small-use monochrome version. The small-use monochrome logo can never be less than 60 pixels wide.LOGO USAGE GUIDELINESSIZING AND MINIMUM SIZEJAGUAR STYLE GUIDE | LOGOSMEASURING THE LOGOFOR PRINT COMMUNICATIONSFOR DIGITAL COMMUNICATIONSMinimum size forthe chrome logois 18mmMeasure from the left edge of the ‘J’ to the right edge of the bottom of the ‘R’.Minimum size for the monochrome l...