Brand Guidelines

This guide is intended to be a starting point and blueprint for the development and implementation of the PDQ product logos and not a source of ready-made solutions for every possibility. The guidelines allow for creativity and flexibility, but care will always be taken to maintain consistency and continuity. Applying the brand correctly is key and will guarantee the best results for PDQ.

03 Logo

The style and treatment of the PDQ product logos are based on much of the retro-polaroid feel of the PDQ logo itself. Each product logo comfortably exists within the PDQ brand of powerful technology and modern design using thick lines and multiple colors.

While each product logo has its own story to tell, all of them follow a clear set of rules that help provide structure and unity. This section will provide treatment and application of the current logos, along with guidelines for creating new logos for new products in the future.

The guidelines for these product logos have been refined and tested to achieve maximum scalability and accessibility. We discourage altering the colors, line weight, corner radiuses, and grid.

Primary Logo

Secondary Brands

Incorrect Usage

Correct Usage

Logo Expansion

04 Color

The way we measure accessibility is by how much contrast a color has with its background. Typically, this is a huge issue when text and legibility are involved. Most of the problems with the current palette were with the orange and green. Because we were creating and only focusing on logos, our primary concern was using a color that would still be accessible in the smallest sizes. We were mainly interested in the accessibility of an object and its background and not so much in text.

The new palette we created passed the contrast ratio needed for an object and, better yet, worked with larger text as well. The contrast ratio needs to be higher than 3:1 to pass accessibility.

#0A95E6

RGB 10, 149, 230

CMYK 86, 32, 0, 10

#005180

RGB 0, 81, 128

CMYK 50, 18, 0, 50

#99D8FC

RGB 153, 216, 252

CMYK 39, 14, 0, 1

#ED7000

RGB 237, 112, 0

CMYK 0, 49, 93, 7

#FFC187

RGB 255, 193, 135

CMYK 0, 24, 47, 0

#A85000

RGB 168, 80, 0

CMYK 0, 35, 66, 34

#70A300

RGB 112, 163, 0

CMYK 20, 0, 64, 36

#4D6802

RGB 77, 104, 2

CMYK 11, 0, 40, 59

#CEF180

RGB 206, 241, 128

CMYK 14, 0, 44, 5

#815CF0

RGB 129, 92, 240

CMYK 46, 62, 0, 6

#411D7C

RGB 65, 29, 124

CMYK 48, 77, 0, 51

#A481DC

RGB 164, 129, 220

CMYK 25, 41, 0, 14