Branding Guidelines 2010

Transcription

1 Branding Guidelines 2010

2 Contents Introduction 3 The ITM Power Brand Brand Identity Logo Usage 4 Brand Colour 6 Exclusion Zone Minimum Size 7 Appearance 8 Versions Available 9 Ownership 10 Typography 11 Colours 12 Colour Tints 13 Tone of Voice Imagery 14 Manufacture and Assembly 15 Technology 16 Applications 17 Research 18 Testing 19 Product Photos 20 Partner Logos Brand Applications 21 Advertising 22 Literature 23 Stationery Promotional Material 24 Contact ITM POWER Branding Guidelines 2010 Contents 2

3 The ITM Power Brand Creating a brand which reflects ITM Power s core values and beliefs is relatively easy due to the agreement of all who understand the forthcoming impact the company s technology and products will have right across the world. ITM branding is the planned and sustained projection of the public and corporate image of any product or technology produced by ITM Power. By keeping the branding consistent through consistent repetition, the ITM Power brand will become instantly recognisable enabling clear communication of our values and ownership. What is Branding? Branding is a logo or image associated with a particular company which is used to reflect market position and portray a consistent message to the market place which highlights our professionalism and values. These guidelines have been devised as a tool to provide a consistent foundation on which to build any visual style. Following them will enable the production of material that sends out a strong, recognisable and coherent message about who we are and what we stand for. Brand Identity ITM Power brand values are important. They act by focussing attention on the key strengths and values of the company and taking these forward to bring this to life. ITM Power does this through a number of identities such as logotype, typography, words, colours and imagery. ITM POWER Branding Guidelines 2010 Introduction 3

4 The Logo The key message the logo portrays is that of a hydrogen atom. This artwork version of the logo should be used whenever the logo needs to be reproduced for promotional materials and publications. Logo Usage - Brand Colour There are two colours used for the ITM Power logo. Please ensure you use the correct Pantone/CMYK colour references. Pantone 289 CMYK C.100%, M.64%, Y.0%, K.60% RGB R.0, G.43, B.92 Pantone 299 CMYK C.85%, M.19%, Y.0%, K.0% RGB R.0, G.157, B.220 ITM POWER Branding Guidelines 2010 Brand Identity 4

5 The Logo Whilst the colour version is preferable, the logo may also be used in black and white (ITM_Power_Logo_blk.eps). ITM_Power_Logo_blk.eps The logo should appear on a white background wherever possible. If not, the logo must be placed upon a solid background and should appear reversed out (ITM_Power_Logo_wo.eps). ITM_Power_Logo_wo.eps Never place the logo over an image, making the logo unreadable. ITM POWER Branding Guidelines 2010 Brand Identity 5

6 The Logo Logo Usage - Exclusion Zone Clear space around the logo is important as any other element that could intrude on it, whether text or images, will compromise the integrity of the brand. The logo should always be used with a minimum exclusion zone of 10mm. 10mm 10mm 10mm 10mm Logo Usage - Minimum Size To ensure legibility the logo should never be reproduced smaller than 25mm measured across the width, as shown. 45mm ITM POWER Branding Guidelines 2010 Brand Identity 6

7 The Logo Logo Usage - Appearance Only logos outlined in this document are to be used on all internal and external communications. Under no circumstances must the logo be recreated digitally or otherwise. Do not change the appearance, shape or size of any element of the logo: Do not scale horizontally Do not scale vertically Do not rotate Do not remove the tagline from the logo: Do not use elements of the logo independently from one another: Do not use logo without icon Do not use icon without text ITM POWER Branding Guidelines 2010 Brand Identity 7

8 Versions Available Apple Macintosh The following versions of the logo are available in Apple Macintosh format: Pantone (Spot) CMYK (Process) RGB White out Black PC The following versions of the logo are also available in PC format: CMYK jpeg CMYK tiff RGB jpeg RGB tiff Grey tiff ITM POWER Branding Guidelines 2010 Brand Identity 8

9 Ownership Overall ownership of the ITM Power logo and its derivatives resides with: ITM Power PLC 22 Atlas Way Sheffield S4 7QQ UK Authorised use of any of the ITM Power logos can be rescinded by ITM Power at any stage and without notice or liability. However, authorised use of any of the ITM Power logos will not be unreasonably withdrawn. ITM POWER Branding Guidelines 2010 Brand Identity 9

10 Typography Fonts The Gill Sans and Helvetica Neue font families are used on all ITM Power communications materials designed on Apple Macintosh. Please see below for typical font usage. Consistent use of the fonts will help to reinforce the brand identity. Gill Sans Regular abcdefghijklmnop qrstuvwxyz To be used for body text. Minimum size 8pt. Body text should be left aligned and not fully justified. Bold abcdefghijklmnop qrstuvwxyz To be used for emphasis in body text. Minimum size 8pt. Helvetica Neue Heavy abcdefghijklmnop qrstuvwxyz To be used for headings/subheadings. Minimum size 11pt. Examples of use Subheading Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec urna a lectus fermentum scelerisque non ut lacus. Nulla sit amet neque arcu. Subheading Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec urna a lectus fermentum scelerisque non ut lacus. Nulla sit amet neque arcu. Subheading Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras nec urna a lectus fermentum scelerisque non ut lacus. Nulla sit amet neque arcu. Alternative Fonts Where the above fonts are not available, Arial and Arial Bold may be substituted. ITM POWER Branding Guidelines 2010 Brand Identity 10

11 Colours The brand colours have been chosen for their beauty when used individually or as a mix. We have chosen a primary colour for use across all communications although a number of secondary colours are also available to ensure the brand remains fresh and provides flexibility. Please chose the most suitable selection for your purpose. The following colours can be used as part of ITM Power branding. Please ensure you use the correct Pantone/CMYK colour references. Primary Colour Pantone 289 CMYK C.100%, M.64%, Y.0%, K.60% RGB R.0, G.43, B.92 Secondary Colours Pantone 299 CMYK C.85%, M.19%, Y.0%, K.0% RGB R.0, G.157, B.220 Pantone Hexachrome Magenta CMYK C.0%, M.100%, Y.0%, K.0% RGB R.236, G.0, B.140 Pantone 368 CMYK C.50%, M.0%, Y.100%, K.0% RGB R.141, G.198, B.63 Pantone 2567 CMYK C.25%, M.40%, Y.0%, K.0% RGB R.164, G.148, B.200 ITM POWER Branding Guidelines 2010 Brand Identity 11

12 Colour Tints Pantone 289 Pantone 299 Pantone Hex Magenta Pantone 368 Pantone % 100% 100% 100% 100% 80% 80% 80% 80% 80% 60% 60% 60% 60% 60% 40% 40% 40% 40% 40% 20% 20% 20% 20% 20% ITM POWER Branding Guidelines 2010 Brand Identity 12

13 Tone of Voice The following words have been chosen to reflect ITM Power core values and beliefs. They can be used across a wide range of applications. Energy Storage Clean Fuel Green Hydrogen Sustainable Energy Electrolyser Hydrogen Systems Decarbonising Zero-carbon Transport Zero-carbon Homes Hydrogen Home Renewable Energy ITM POWER Branding Guidelines 2010 Brand Identity 13

14 Imagery When strong images are used they can get across a message without saying a word. Images used should be selected carefully to strengthen the message in which you are getting across whilst demonstrating ITM Power key values. In the next few pages we demonstrate a small selection of images which can be used to support a number of different messages. Manufacture and Assembly A selection of images are available at If you require any further images please contact Rebecca Markillie - rlm@itm-power.com ITM POWER Branding Guidelines 2010 Brand Identity 14

15 Imagery Technology A selection of images are available at If you require any further images please contact Rebecca Markillie - rlm@itm-power.com ITM POWER Branding Guidelines 2010 Brand Identity 15

16 Imagery Applications A selection of images are available at If you require any further images please contact Rebecca Markillie - rlm@itm-power.com ITM POWER Branding Guidelines 2010 Brand Identity 16

17 Imagery Research A selection of images are available at If you require any further images please contact Rebecca Markillie - rlm@itm-power.com ITM POWER Branding Guidelines 2010 Brand Identity 17

18 Imagery Testing A selection of images are available at If you require any further images please contact Rebecca Markillie - rlm@itm-power.com ITM POWER Branding Guidelines 2010 Brand Identity 18

19 Product Photos All images should be supported by a title of what they are showing unless it is too obvious to state. HFlame HPac HBox HCore HFuel HLab If you require any further images of products, please contact Rebecca Markillie - rlm@itm-power.com ITM POWER Branding Guidelines 2010 Brand Identity 19

20 Partner Logos Partner logos may only to be used if approval from the company has been sought. Logos listed below may be used. Revolve Ballast Nedam Fuel Cell Markets If you cannot find the partner logo you require, please contact Rebecca Markillie - rlm@itm-power.com ITM POWER Branding Guidelines 2010 Brand Identity 20

21 Brand Applications One of the important aspects of ITM Power branding is that it is flexible enough to be used in a number of different media channels, products, adverts, signage and literature. Advertising The main advert for ITM has been designed to promote a clean statement of the companies core values and messages. ITM POWER Branding Guidelines 2010 Brand Applications 21

22 Brand Applications Literature ITM has a number of brochures, data sheets and grant award leaflets which have all been designed using these current guidelines. ITM POWER Branding Guidelines 2010 Brand Applications 22

23 Brand Applications Stationery The following can be supplied electronically as a pdf: A template of ITM headed paper Compliments slips Master slides to be used in all future PowerPoint presentations Promotional Material Any promotional items produced must include (where available) the ITM Power logo in one of the approved colours. ITM POWER Branding Guidelines 2010 Brand Applications 23

24 Contact The ITM Power brand mark and all variations as outlined within the brand identity guidelines are intellectual property of ITM Power. Once permission has been granted by ITM Power, use of the mark must be made in adherence with the brand identity guidelines. If you require any help or further information, please contact Rebecca Markillie - rlm@itm-power.com This document is also available on our website - ITM POWER Branding Guidelines 2010 Contact 24

25 ITM Power PLC 22 Atlas Way Sheffield S4 7QQ UK T: W: