The GAF logo
The RED BOX and the white type
represent the most concise visual
expression of the GAF brand.
Strong, unique, simple, and
timeless, it must be respected
and applied to every GAF visual
communication.
Never, under any circumstances,
should the logo be altered or
recreated. Use only these
approved guidelines when
reproducing and applying the
GAF signature logo.
Clear space
Clear space
Clear space should be
half the height of the
letters (min.)
Clear space
Clear Space
The RED BOX should always have
a minimum space around it to ensure
impact and legibility.
As shown on the graphic,
it’s recommended to keep a
minimum amount of space
around the red box equal to
half the height of the letters.
For example, the letters above are
approximately 1” high. Therefore,
when using the logo at the size
shown above, you should maintain
a minimum clear space around the
logo of 1/2” (represented by the light
blue shading).
Full color
RED:
(this is the preferred
logo for full color
print usage)
BLACK
2-color
RED:
(this is acceptable
for use when full
color printing would
be prohibitively
expensive)
100% Magenta
100% Yellow
Pantone PMS 185
BLACK
1-color
(for use only when
4-color or 2-color are
not feasible or are
prohibitively expensive, for example,
when screen printing
T-shirts or mugs or for
embroidery)
RED:
Pantone PMS 185
Grayscale
(this is NOT preferred
and is for use
only when you’re
including the logo
on something that is
being printed with
grayscale type)
GRAYSCALE
Color
Color ia a key component of GAF’s
visual identity.
The consistent use of the colors
accross brand communications
builds recognition of the GAF brand,
while contributing to a unified look
and feel accross the board.
Red is the main color. The exact
tone may vary slightly according
to the different methods and
technologies used to reproduce it.
Secondary Color
Dark blue is used as a second color
for GAF’s tag line (pictured 4 ways),
some backgrounds, and most of our
literature.
The blue used is Pantone PMS
2757, translated in CMYK as
C100/M79/Y0/K27
The typeface used for the tag line is
Helvetica Bold Condensed Italic.
Typography
The consistent use of a typeface in
all communication pieces increases
recognition.
Futura is the preferred typeface
(attached). Helvetica and Arial
can be used when Futura is not
available or practical.
When a Serif tyface is required,
Caslon is the prefered typeface,
with Goudy Old Style as a substitute.
Don’t
...change the proportion of the logo
...change the angle
...print over the logo
...use backgrounds that hide the logo
...reverse the logo
...change the color or shape
Any misuse of the brand
diminishes its integrity and confuses
our audience, in addition to
promoting further misuse.
The samples pictured here
are common misuses that must
be avoided.
Consult the Creative Services
Department in Wayne if you’re
not sure about an unusual
approach you’re considering.