Brand Guidelines
Explore the standards and best practices for the Gem Cabinets visual identity.
Purpose
To uphold the visual identity
The purpose of this guide is to help maintain Gem Cabinets’ visual identity throughout all brand materials and design. Use this guide as a standard for internal and external communications.
Who it’s for
For those who represent the brand & use its assets
This guide explains how to use our logos, colours, typography, graphics, and images in a consistent way.
What’s included?
Logo downloads, colour codes, and styling tips.
Look through the sections below to get the files and styles you need. If you do not find what you’re looking for, get in touch:
Get to know us
Your unique style, our expert guidance.
Gem Cabinets offers a wide range of Canadian-made cabinetry options, including ready-made, semi-custom, and fully custom products to fit our clients’ style, needs, and budget. Nearly 50 years of operation has refined our process and connected us with top manufacturers so that we can find the best solution for our clients’ needs.
Logo
Primary Logo
Horizontal Logo
The horizontal logo is the primary logo for the Gem Cabinets brand, and it should be used as the first choice for all branded assets.
Avoid making adjustments to the logo structure, icon, text, or colour that are not shown in this guide in order to maintain brand consistency.
Download All Logos
Secondary Logo
Stacked Logo
The stacked logo is the secondary logo for the Gem Cabinets brand, and should only be used when the primary logo doesn’t fit due to horizontal size constraints in the layout.
Avoid making adjustments to the logo structure, icon, text, or colour that are not shown in this guide in order to maintain brand consistency.
Download All Logos
Logo Icon
The icon can be used as a stand-alone mark for Gem Cabinets. It can be used in smaller spaces where the full logo doesn’t fit as well, like a social media profile.
The icon can also be used as a graphic asset in varying opacities and colours.
On external communications and designs, the full name Gem Cabinets should be visible or represented somewhere in relation to the icon.
Download All Logos
Colour Variations
The Gem Cabinets logo has two main colour variants, Full Colour & Full Colour Reverse. These should be used as the first choice of colours when using the logo.
The secondary colour applications are Reverse (all white) & One Colour (all dark brown), and should only be used when necessary for visibility or when printing in single colour. Black may also be used if necessary for single colour printing.
Always ensure that there is adequate contrast from the background when using the logo, it should be easily readable.
Avoid making adjustments to the logo structure, icon, text, or colour that are not shown in this guide in order to maintain brand consistency.
Download All Logos
Full Colour (main variant)
Full Colour Reverse (main variant)
Reverse (all white)
One Colour (all dark brown)
Clear Space
It’s important to keep a certain amount of “clear space” around your logo when placing it on brand materials, advertising, or any visual graphics.
Clear space helps present the logo and maintain good visibility when placed with other logos, marks, or graphics. The height of the Gem icon is the benchmark for spacing (it is marked with an “x”). The space around the logo should be this size at a minimum.
Colours
Red
Hex: #dd1f26
RGB: 221, 31, 38
CMYK: 7, 99, 99, 1
Burgundy
Hex: #971b1e
RGB: 151, 27, 30
CMYK: 26, 100, 99, 24
Cream
Hex: #f4f0ee
RGB: 244, 240, 238
CMYK: 3, 4, 4, 0
Brown
Hex: #240f10
RGB: 36, 15, 16
CMYK: 61, 74, 67, 80
Typography
Plus Jakarta Sans
Plus Jakarta Sans is used for headings. It’s typically used in Bold weight, but it can also be used in Regular weight for sub headings or featured text.
Our license is for use on the web. Individual installations of the type can be purchased or downloaded here:
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DM Sans
DM Sans is used for body copy. It’s typically used in Regular weight, but it can also be used in Bold weight for emphasis.
Our license is for use on the web. Individual installations of the type can be purchased or downloaded here:
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How to style type
Typography plays a large role in establishing visual language. It helps set the tone of communication and aids in providing clarity, style, and character.
For a consistent style, follow these styling suggestions.
Main headings or large display text should be set in Jakarta Bold and be larger or most prominent compared to accompanying text. Line height or leading should be approx. 112-130% depending on size (larger percentage, as the heading size gets smaller).
Body copy or paragraphs should be set in DM Sans Regular. It should have approx. 180% line height (leading) for easy reading.
Intro Heading
Headings are the most important message and help provide structure and clarity.
This is an example paragraph. This styling should be used for main bodies of text, paragraphs, or longer format content.
Visual Assets
Triangle Graphic
The triangle graphic can be used in layouts to create balance in negative spaces, or to add a style element to images. This graphic is typically used in a subtle colour and can be rotated at 45 degree increments.
Download Assets
Photography
Photos of spaces with products provided by Gem Cabinets can be used in branded assets. The photos should be well-lit and show off the products in a positive way.
When applicable, photos of Gem Cabinets employees and clients can also be used.
Photos uploaded to the website should be approximately 2000 px size, web optimized JPG is preferred.
Images used for print should be 300 dpi at the printed size.
Photo Styling
Photos can be styled using the triangle shape on the corner.
For headings and feature images, the triangle shape can also be used as an image mask.
Download Shapes
