Logo and Trademark Guidelines Version

Transcription

1 Version

2 Logo Design Logo Design The logo is a graphic design that is used as a symbol for the Elixir Strings brand. The logo is the constant representative of the brand. Proper and consistent use of the logo ensures that the value of the brand will continue to grow. The integrity of the identification symbols must be preserved in all circumstances. The logo is a central component of the brand design. With its characteristic form, it attracts attention and is quickly recognized by the viewer. Logo Elements e icon Wordmark Descriptor This Elixir Strings signature lockup is used in every situation where the logo appears other than on packaging. The Elixir Strings signature consists of three components: the wordmark, descriptor, and the e icon. The size and compositional relationships of the components within the logo must be maintained at all times. For this reason, the original logo files must always be used. Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 2

3 Logo Colors Whenever possible, the dimensional color logo should be used on a white or black background. Non-dimensional, flat versions (in black and white and color) of the logo are also provided for occasions where production technique or size limits the use of the preferred design. Logo Design CMYK 0/95/100/0 RGB 238/50/36 Pantone 485 Web ee/32/24 Two- or full-color usage requires the use of black and red (Pantone 485 or its equivalent). It is only permissible to substitute the red in the icon to another color in specific product logos (such as cables) and in product packaging executions. The specific color values for the red in the Elixir Strings and the gold in the Elixir Cables logo can be found at right. CMYK 43/48/75/19 RGB 134/112/75 Pantone 872 (metallic) Web 86/70/4b Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 3

4 Logo Files Use of Logo Files Logos are not to be redesigned or recreated by our customers, manufacturers, distributors, or retailers. Digital files will be provided by W. L. Gore & Associates, Inc. for use in all marketing and promotional materials. Gore brand trademark logos should not be passed on to a third party by our customers or manufacturers. elixir_s_p_d_c.eps elixir_s_p_d_c.jpg elixir_s_p_d_c.tif Nomenclature of Logo Files The adjacent illustration outlines the file naming for the eight approved, standard logo variations. Logos have been provided in three standard file types:.eps,.jpg, and.tif..eps files are vector-based graphics, and can be scaled to any size without affecting resolution. They are the optimum file types for most graphic applications but are not compatible with some software. Logo File Nomenclature elixir_s_p_d_c.eps File Type Color (c), Greyscale (gs), or Black & White (bw) Dimensional (d) or Flat (f) Positive (p) or Negative (n) Product designation, Strings (s), Cables (c).jpg and.tif files are universal pixel-based image files with a fixed resolution. These file types may not be enlarged from the provided size at the risk of the marks becoming pixilated or blurry. Last update: Elixir Strings Brand Design Manual Confidential 2009 W. L. Gore & Associates, Inc. A. 4

5 Logo Application Logo Application Consistent and proper use of the logo is an important prerequisite for a strong presence for the Elixir Strings brand. In use, particular care must be given to placement, relationship to the format size, and background. Size System The dimensional logo is the preferred usage. The flat version of the logo is used only when the use of the dimensional logo is not possible. The minimum width of the logo is.75 inches (1,9 cm). If the dimensional logo cannot be accurately reproduced in specific instances due to size restraints, production limitations or readability, the flat version of the logo is recommended. Logo width Logo application Format size Minimum logo width inches cm inches cm Minimum size ,9 Catalog signage ,5 Co-op advertising ,5 DIN A x ,8 x 10, ,5 DIN Lang 8.66 X ,0 x 11, ,5 DIN A x ,0 x 14, ,2 DIN A4* x ,7 x 21, ,5 Letter 11.0 x ,94 x 21, ,5 DIN A x ,0 x 29, ,4 DIN A x ,4 x ,6 Web/screen pixels Embroidery ,7 *If other format sizes are required, the size ratios of the DIN A4 format serve as the reference sizes. Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 5

6 Logo Application Clear Zone To avoid confusing or diluting the brand logo statement, a clear zone must be used. A clear zone is an area surrounding the logo in which no other graphic elements can be placed. The size of the clear zone around the logo always equals the height of the e icon. Photos that do not serve as backgrounds, typography, and other graphic elements, such as lines or border devices, may not stretch into the clear zone. Clear Zone Logo Space The clear zone around the wordmark equals the height of the e icon. The edges of the primary graphic may infringe upon the clear zone provided that they do not enter the logo space, interfering with the readability of the logo. Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 6

7 Logo Application Backgrounds Whenever possible, the Elixir Strings logo should be placed against a pure white or black background. Shades of grey above 75% are also acceptable. The logo may also be placed against nonbusy photographic backgrounds that do not interfere with readability and provide good contrast with the selected version of the logo. Logo on white Logo on black When colored or neutral grey backgrounds are required, and the readability of the dimensional logo would otherwise be compromised, use of one of the flat logos is recommended. Logo on 35% black Logo on non-busy photographic background Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 7

8 Logo Application Improper Use of Logo As the central component of the brand design, the full color, dimensional, flat, or black and white logos may not be altered in any way or incorrectly reproduced. No additions or alterations No changes in size or scale No drop shadows No color changes No rotation No distortion No cropping No busy backgrounds No ghosting No outlining No use of the icon as a replacement for the logo p p gescing elit, sed diam nonummy nibh euismod incidunt ut laoreet dolore magmna aliquam erat volutpat. Ut wisti enimmea ad minim veniam, quis nostrud rci tation ulla mcor per suscipit obortis nisl ut aliquip ex ema commodo cons equat. Duis autem vel eum iriure dolor in hendr erit in vulputate velit esse consequat, vel illum dolore eu feugiat nulla facilisis at vero eros het accumsan et iusto odio dignissim qui blandit No text as background No deletion of logo components No use of neutral greys that compete with the readability of the logo Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 8

9 Logo Application Secondary Logos The look of product descriptors is controlled in the same manner as are other elements of the Elixir Strings brand design. The graphic application of these descriptors mandates the use of the brand fonts Topic and Topic Bold and the prescribed colors: Pantone 144 for NANOWEB Coating, and Pantone 108 for POLYWEB Coating. When the product descriptor is used as an independent graphic element, the approved configuration (show on the right, above the packages) should be used. Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 9

10 Legal Principles Legal Principles The Elixir Strings brand is well known and valued worldwide. For this reason, the brand and its attributes must be protected. An array of legal principles governs this protection. Correct Registration Mark Usage The Elixir Strings brand should not appear in all caps in text. The brand and appropriate trademark noun (see next page) must both be initial capitalized and spelled out completely. The use of abbreviations is not allowed. The symbol (or TM symbol in the case of non-registered descriptors) immediately following the brand name is scaled down and in superscript. Many software programs have a function to generate this transformation automatically, and this function may be used. If the text appears in very small sizes, the and TM symbol are not superscripted and stay at 100%. Elixir Strings Elixir Cables When space restrictions don t permit the use of the logo artwork, it may be used as text only. Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 10

11 Legal Principles Trademark Nouns The Elixir Strings wordmark must always be used in conjunction with an approved descriptor. This means that the wordmark is used as an adjective modifying the descriptor. The descriptor Strings is the preferred descriptor, and should be used in all cases except when referring specifically to Elixir Cables. List of approved descriptors for the Elixir Strings brand Strings Cables Descriptors are always used with an initial capital letter. All descriptors can be used in plural. All descriptors can be translated. However the brand name, Elixir, cannot be translated. Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 11

12 Legal Principles Use of Brand in Text The rules and examples shown at right exemplify common usage rules of the wordmark in text. Correct and incorrect use of the wordmark in text 1. When used in text, the wordmark is always written with an initial capital letter. Correct: For great tone and long life, choose Elixir Strings Incorrect: For great tone and long life, choose elixir strings 2. The wordmark must always be used in conjunction with an appropriate descriptor. Correct: Elixir Strings revolutionized guitar strings. Incorrect: Elixir revolutionized guitar strings. 3. The descriptor is always written with an initial capital letter. Correct: Elixir Cables Incorrect: Elixir cables 4. The symbol always follows the wordmark used in headlines, illustrations, and photo captions. Correct: For great tone and long life, choose Elixir Strings Incorrect: For great tone and long life, choose Elixir Strings 5. The symbol must always be used after the first instance of the wordmark s use in copy per page, and each time a new descriptor is used. Correct: For great tone and long life, choose Elixir Strings. Elixir Strings are available for a variety of instruments. Incorrect: For great tone and long life, choose Elixir Strings. Elixir Strings are available for a variety of instruments. 6. Never corrupt wordmarks by creating deviations, such as adding s, ed, or ing. Correct: The new Elixir Strings promotion is offered until September Incorrect: Elixir s new promotion is available until September No line breaks within the wordmark. Correct: For great tone and long life, choose Elixir Strings. Elixir Strings are available for a variety of instruments. Incorrect: For great tone and long life, choose Elixir Strings. Elixir Strings are available for a variety of instruments. 8. Anti-Rust technology does not have a trademark, but is written with initial capital letters in text. Correct: Elixir Strings with Anti-Rust Plating Incorrect: Elixir Strings with anti-rust plating Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 12

13 Legal Principles Use of Brand in Text The rules and examples shown at right exemplify common usage rules of the wordmark in text. Correct and incorrect use of the wordmark in text (continued) 9. Do not abbreviate the wordmark or descriptor. Correct: Elixir Strings Incorrect: Elxr Strgs 10. Word space after each wordmark no other symbols. Correct: For great tone and long life, choose Elixir Strings Incorrect: For great tone and long life, choose Elixir Strings 11. No use of logo wordmark in continuous text. Correct: Buy Elixir Strings Incorrect: Buy Strings 12. Always distinguish the brand from customer trademarks placed in ads, brochures, point-of-purchase displays or other promotional items. Correct: Taylor Guitars with Elixir Strings Incorrect: Taylor Guitars Elixir Strings 13. When space restrictions limit the use of coating descriptor artwork, it may be used as text only. Coating technology descriptors are always in all capital letters followed by the symbol. Correct: Ultra Thin NANOWEB Coating; Original POLYWEB Coating; NANOWEB Coating; POLYWEB Coating Incorrect: Ultra Thin Nanoweb Coating; Original Polyweb Coating 14 Phosphor Bronze is not trademarked but is always written with initial capital letters. Correct: Elixir Strings Phosphor Bronze Incorrect: Elixir Strings Phosphor Bronze 15. The full corporate name of W. L. Gore & Associates, Inc. is always used in its entirety in first reference. Subsequent usage may default to the abbreviated Gore. Correct: W. L. Gore & Associates, Inc. Incorrect: W. L. Gore Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 13

14 Legal Principles Legal Notice Ownership declaration should appear in advertisements and printed media such as brochures if a logo or brand name appears. In addition, when third-party brand names are used, the corresponding ownership footnote must also appear. The ownership declaration,... and designs are trademarks of W. L. Gore & Associates, Inc. must follow all trademarks used in advertisements or printed media. The ownership declaration should be translated into the language used in advertisements or printed media. The legal notice consisting of copyright and footnotes must be included on all advertising media. Example: Legal notice Trademarks All that are used in piece Ownership declaration In language used in piece Elixir, GORE and designs are trademarks of W. L. Gore & Associates, Inc. Language country-specific ownership declaration English French Example: Legal notice Footnotes... and designs are trademarks of W. L. Gore & Associates, Inc.... et les logos sont des marques de W. L. Gore & Associés, Inc. Copyrights Elixir, GORE, and designs are trademarks of W. L. Gore & Associates, Inc W. L. Gore & Associates, Inc. Gore Enterprise Logo The Gore Enterprise logo appears as identification of the originator. If the logo is shown elsewhere, it is not used here. Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc. A. 14

15 Last update: Elixir Strings Logo and Trademark Guidelines Confidential 2009 W. L. Gore & Associates, Inc.