Brand Guidelines. Corporate Brand Guidelines 2

Transcription

1 Brand Guidelines Corporate Brand Guidelines 2

2 NEORIS Brand Guidelines Table of contents Visual identification system 01. Positive logotype in color 4 Negative logotype in color 5 Possible uses of logotype components 6 Black and white adaptation of logotype 7 Single-color version 8 Chromatic system 9 Bans on brand logo use 10 Typographical font system 11 Minimum white/ Minimum reduction 12 CORPORATE BRAND GUIDELINES 2

3 01. Visual identification system Corporate Brand Guidelines 4

4 Main version of the brand logo: Color logotype with tagline Color versions, whether positive or negative, are optimal applications of the logotype that best represent the brand as they are reproduced with corporate colors. The version shown below should always be used on a full white background. Corporate Colors: Pantone Blue 281 Pantone Red 185 Pantone Process Black CORPORATE BRAND GUIDELINES 4

5 Negative version of the brand logo: Color logotype with tagline The logotype with corporate colors can also be reproduced as a negative image. This is the logotype on a corporate blue background. Corporate colors: Pantone Blue 281 Pantone Red 185 White CORPORATE BRAND GUIDELINES 5

6 Possible uses of logotype components The brand logo is made up of two elements: logotype and tagline. The optimal application of the brand logo includes both elements, but it may be used without the tagline. CORPORATE BRAND GUIDELINES 6

7 Black and white adaptation of the logotype The logotype may be reproduced in black and white for application in graphic media such as newspapers. It may be adapted to a gray scale, where the red corporate color in the tagline is replaced by 35% gray. The logo, which is blue in the color version, remains in black. Colors: Pantone Process Black Pantone Process Black 35 % CORPORATE BRAND GUIDELINES 7

8 Reproduction of the logotype in a single color on non-corporate colored backgrounds If the brand logo must be reproduced in a single color, the color will be corporate blue (Pantone 281 CV). The situation may arise in which the brand logo is reproduced on third-party material. In this third-party case, the ruling element will be this material. As a result, its colors will have an overall presence, and NEORIS will assume a secondary presence (third-party brochures, web sites, etc). If the use of corporate blue is not possible, the brand logo will be fully reproduced in black or white, depending on the shade of darkness of the background color. If the brand logo must be implemented on non-corporate colors, the single-color, corporate blue version can only be used on light gray backgrounds (less than 20%). In other cases, full white or black will always be used. (See page 10 regarding bans on brand logo use.) CORPORATE BRAND GUIDELINES 8

9 Chromatic system The system is made up of primary and subordinate colors. Corporate or primary colors include Pantone Blue 281 CVC and Pantone Red 185 CVC, but blue is the primary color. Red must be used in the tagline or at least as a slight accent, with a high degree of discretion in some materials. Corporate colors may be reproduced on diverse material with different media. Pantone shades have equivalents in fourcolor reproduction (CMYK) and RGB (screen colors). These equivalents have different composition percentages Corporate colors are used in the logotype and in most corporate materials. Subordinate colors are only used as supporting colors in some corporate materials. Subordinate colors should occupy a very small percentage of emphasis in relation to corporate colors. Subordinate colors can be used as supporting colors or as accents in materials that require a special distinction from corporate colors. Corporate colors Complementary colors PANTONE Colors Corporate Blue: Pantone 281 CVC Corporate Red: Pantone 185 CVC Complementary Blue: Pantone 653 CVC Four-color reproduction colors (CMYK) Corporate blue: C:100 M: 65 Y: 0 K: 38 Corporate Red: C: 0 M: 91 Y: 76 K: 0 Complementary blue: C:95 M: 66 Y: 14 K: 4 Screen colors (RGB) Corporate blue: # # (web safe) Corporate Red: #E8112D #FF0033 (web safe) Complementary blue: #00487B CORPORATE BRAND GUIDELINES 9

10 Bans on brand logo use: The effectiveness of the corporate image depends on the proper use of application standards. However, it is important to take note of the most frequent improper uses of the brand s visual identification. The following are examples of nonpermitted uses of the NEORIS brand logo: The brand tagline should not exceed the length of the word NEORIS. The brand logo may not be printed in non-corporate colors. The brand logo may not be enclosed inside demarcating borders or outlines. The brand logo may not have any demarcating squares or lines. The brand logo may not be reproduced on a textured background. CORPORATE BRAND GUIDELINES 10

11 Typographical font system All text produced in and for the Corporation (letters, notices, etc) must belong to the typographical font Helvetica Neue and its variants: 25 Ultralight, 35 Thin, 45 Light, 65 Medium. In Internet applications, specifically html text, the Verdana font with the same variants will replace the Helvetica font. Helvetica Neue 25 Ultralight ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz ? _" 35 Thin ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz ? _" 45 Light ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz ? _" 65 Medium ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz ? _" 9 pt 25 Ultralight 35 Thin 45 Light 65 Medium 11 pt 25 Ultralight 35 Thin 45 Light 65 Medium 14 pt 25 Ultralight 35 Thin 45 Light 65 Medium CORPORATE BRAND GUIDELINES 11

12 Minimum free space required around the logotype/minimum reduction/company signature The logotype is designed to act effectively in any environment, but for proper representation, free space must be left around its perimeter. The clarity of the message depends on this free space, to help avoid unwanted visual contamination. unit of measure: 25% of the height of the box 100% height The logotype may be reproduced on any scale, but for optimum representation it should not be reduced beyond that of these versions. CORPORATE BRAND GUIDELINES 12