CENTRE FOR THE BRAZILIAN TANNING INDUSTRY BRAND BOOK

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1 BRAND BOOK

2 Index Introduction Keywords Preferable application Secondary application Preferable application over dark background Secondary application over dark background...10 Visual Id Application without identifier Application with isolated symbol Monochromatic applications When reproducing, pay attention to Typography...17 Chromatic pattern Inappropriate use...21 Stationery Applications Promotional items...25 Digital documents...26 Automotive adhesive File library Files nomenclature

3 Introduction This Brand Book is the result of a series of insights and research. Its final objective is to translate visually and conceptually the essence of our company.

4 Keywords Contemporaneous Improvement

5 Keywords Solidity Convergence Organization

6 Visual Id 6

7 Visual Id Preferable application Vertical Our logo consists on the grouping of symbol, lettering and identifier. On the preferable application of the brand, it is determined its vertical use. When the application of the brand is made necessary in promoting materials for foreign markets, the identifier must be translated and used in the English language. In certain situations, our symbol may be used in an isolated manner and our logo may be applied horizontally, as it will be seen later. Portuguese English 7

8 Visual Id Secondary application / web Horizontal When the space for application allows, the horizontal use of our logo must be applied. Portuguese English 8

9 Visual Id Preferable application over dark background Vertical When application over dark background is required, the colour of our logo must be altered to white, while the colour of our symbol is maintained. Whenever possible, it should be avoided the application of our logo on backgrounds which the contrast make the perfect reading of the brand difficult. Portuguese English 9

10 Visual Id Secondary application over dark background Horizontal When application over dark background is made necessary, and the space for application allows, our logo must be used horizontally. Portuguese The colour of our logo must be altered to white, while the colour of our symbol is maintained. Whenever possible, it should be avoided the application of our logo on backgrounds which the contrast make the perfect reading of the brand difficult. English 10

11 Visual Id Application without identifier Over bright background Over dark background In specific cases, our logo will be applied with only the symbol and lettering, without the presence of the identifier. 11

12 Visual Id Application with isolated symbol Over bright background Over dark background The symbol of our logo is also used as a graphic element of support for applications, which means it can be used in an isolated manner. 12

13 Visual Id Monochromatic applications Vertical on positive Horizontal on positive Monochromatic applications must be used when there is limitation in printing resources, or in cases of special needs. Ie.: Cases where contrast between background and sign make the adequate visualization impossible. Portuguese Portuguese English English 13

14 Visual Id Monochromatic applications Vertical on negative Horizontal on negative Monochromatic applications must be used when there is limitation in printing resources, or in cases of special needs. Portuguese Portuguese Ie.: Cases where contrast between background and sign make the adequate visualization impossible. English English 14

15 Visual Id When reproducing, pay attention to Positioning symbol and lettering Maximum reduction The unit of measurement created Vertical It is defined as the maximum reduction for the for the application of our logo vertical signature a width of 1,20 cm in printed is Módulo X, which represents the width of the letter i. X materials and 3 cm for the horizontal signature. For digital applications, the width of 136 Both in vertical and horizontal pixels is defined for vertical signature and applications, the distance between 340 pixels for horizontal signature. the lettering and symbol, as well as the lettering and identifier, is defined as three times the Módulo X. The line spacing of the identifier 3 X 3 X Module X Width of the letter i Printed is defined as 1,5 the Módulo X. 1,5 X These distances must be respected every time the logo is used with the grouping application. 1,2 cm 3 cm Horizontal 3 X 3 X Digital 1,5 X 340 px 136 px 15

16 Visual Id When reproducing, pay attention to Breathing space In any application it is defined as a breathing space a distance equal to the height of the letter B of the lettering. This area must be respected in order to maintain the clear and correct reading of the brand. Breathing module: 16

17 Visual Id Typography Fedra Sans Our typographic family is constituted by the font Fedra Sans and its variations. This typographic family is included in the DVD which contains the material of our brand. It should be the typography used in any graphic piece for which we respond, from staff material to commercial material. Light Book Normal Medium Bold Light Italic Book Italic Normal Italic Medium Italic Bold Italic 17

18 Visual Id Web Typography Open Sans For the web, we adopted an alternative typographic family, Open Sans. This typographic family, which is part of the Google Web Fonts, will be used exclusively in our website. Light Regular Semibold Medium Extrabold Light Italic Italic Semibold Italic Medium Italic Extrabold Italic 18

19 Visual Id Chromatic pattern It is defined, within our colour pallet, the yellow, navy blue, green, olive and grey. Yellow Navy Blue Green These colours and its variations must be used on any piece for which we respond. From staff material to promoting pieces and our website. PANTONE 122 C C:01 M:11 Y:86 K:00 R:253 G:211 B:34 HEX #ffdb3c PANTONE 7685 C C:95 M:51 Y:07 K:26 R:0 G:71 B:123 HEX #00588c PANTONE 383 C C:32 M:03 Y:91 K:07 R:159 G:182 B:41 HEX #acc140 Within our chromatic pattern, there are four gradient types thought PANTONE 142 C PANTONE 7694 C PANTONE 377 C to be used in the colours green, C:01 M:25 Y:88 K:00 C:96 M:62 Y:10 K:38 C:47 M:03 Y:96 K:11 olive, yellow and navy blue. R:246 G:180 B:33 R:0 G:51 B:96 R:119 G:163 B:38 HEX #fcc138 HEX # HEX #85b13c PANTONE 715 C PANTONE 294 C PANTONE 363 C C:00 M:59 Y:93 K:00 C:100 M:69 Y:09 K:44 C:61 M:03 Y:100 K:14 R:237 G:110 B:28 R:0 G:41 B:86 R:86 G:148 B:39 HEX #f4842b HEX # HEX # 63a43b 19

20 Visual Id Chromatic pattern Gradients Olive Gray Green Olive Yellow Navy Blue PANTONE 347 C C:80 M:0 Y:96 K:0 R:40 G:165 B:58 HEX #06b14f PANTONE Cool Gray 6 C C:30 M:21 Y:22 K:06 R:154 G:160 B:161 HEX #aab0b PANTONE 7726 C PANTONE 422 C C:79 M:09 Y:80 K:14 R:40 G:132 B:70 HEX #1f945b C:37 M:27 Y:29 K:11 R:132 G:137 B:137 HEX #979b9b PANTONE 7718 C PANTONE 423 C C:78 M:19 Y:57 K:28 R:34 G:104 B:84 C:46 M:37 Y:36 K:21 R:103 G:105 B: HEX #1f7a68 HEX #797c7e

21 Visual Id Inappropriate use Lettering colour altered Symbol position altered Only lettering to be used On the right the most common mistakes found on the application of brands are described. Theses mistakes weaken the branding and decharacterizes the brand. Therefore, they should be avoided in order to maintain our visual identity aligned and consistent. Lettering spacing was altered Brand was dirtorted Colours were altered 21

22

23 Applications Office materials Business Card A4 Envelope Our materials follows a signature pattern that replicates for any material. The predominant chromatic palette in these materials is the navy blue. CE NT RO D AS IND ÚS TRIA S DE CU RT UME S D O B RA SI L Fedra Sans Bold 9pt Fedra Sans Normal 8pt Fedra Sans Book italic 7pt Fedra Sans Light 7pt Letter Envelope Name tag Printing on glossy papper Plastic protection Av. Pereira Passos, Brasília / DF Av. Pereira Passos, Brasília / DF Gerson Silv lva Diretorr 23

24 Applications Stationery Letterhead paper Pen Drive Mug Briefcase All pieces shown here are on the DVD which contains the brand s material. Envelope adhesive 24

25 Applications Promotional materials T-shirts Bags Stickers All pieces shown here are on the DVD which contains the brand s material. Wallets Key rings Cup holders 25

26 Applications Digital Documents Presentations signature On digital means our brand should follow the existent patterns. For digital presentations, it has been created a pattern for covers and a pattern for internal slides, as shown on the right. Our signature uses the font Helvetica Bold size 12 for the name and Helvetica Regular size 12 for data, all in the colour Gray B as specified in the colour pallet. The use of this typography is made necessary for the recognition of the font in any computer. Cover Presentation title Fedra Sans Medium 48pt Presentation subtitles Fedra Sans Normal 30pt Slides Slide title Fedra Sans Medium 30pt Slide subtitles Fedra Sans Normal 24pt Text and slide numbering Fedra Sans Light 24pt 36pt entrelinhas Name Helvetica Bold 12pt GRAY B Data Helvetica Regular 12pt GRAY B 26

27 Applications Automotive adhesive Bright vehicles Our fleet must carry adhesives with logo on both sides and sign on the rear of the vehicle. Dark vehicles 27

28 Applications

29 File library File nomenclature Brand orientation Background appearance File format In order to ensure the correct distribution of the brand a file library was created, containing the archieves in all formats that may be necessary. v: Vertical Bright h: Horizontal Dark Positive Negative _v_pt_bg_claro.ai.ai (Vectorial).pdf (Vectorial).jpg (Low resolution).png (Transparent background).tiff (High resolution) The file nomenclature follow the pattern shown on the right. Identifier language pt: Portuguese en: English s: Sem identificador Files are divided into four folders. As follows: 29

30 File library Vertical Horizontal Portuguese Identifier English Identifier No Identifier Portuguese Identifier English Identifier No Identifier Symbol BG_Claro BG_Escuro Positivo Negativo 30

31 October / 12

32 Av. Cristóvão Colombo, andar Alameda dos Escritores Porto Alegre - RS CEP

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