ICL s new Corporate Language is designed to be easy to handle, simple to implement, while being flexible enough to allow creative freedom.

Transcription

1 ICL Brand Book

2 ICL s new Corporate Language is designed to be easy to handle, simple to implement, while being flexible enough to allow creative freedom. Produced on march 2014

3 ICL \ Corporate Language \ Guidelines Introduction Introduction by Zigota... 4 The One ICL Brand Narrative... 5 Our Logo Our Logo... 7 Logo Proportions... 8 Clear Space... 9 Logo ppearance Our Slogan Using the Slogan Our Logo and Slogan Logo Size Logo Don ts Text and Typography Our Logo Typeface Our Text Typeface: Open Sans Office Documents Fonts: Calibri Headline ppearance ICL In Text ICL Diagonal Stroke Using the Diagonal Stroke In Headlines Text Over Strip ICL Colors ccording to ttribution Our Color Palette...28 ICL Business Units Color Palette...29 Color Palette (1)...30 ICL Business Unit Logos ICL Logo ccording to Location ICL Geographic Regions ICL Projects Grid and Graphic Elements Our Inspiration The ICL Ribbons The ICL Diagonal Texture Our Grid Our Grid Portrait Format Magazine ds Business Units Grid, Color Scheme, Logos Ribbon Color Spectrum Business Units Logo Placement in Grid Business Units Grid Ribbons Wide Formats Wide Grid Images ICL Ribbons & Slogan Signature Stationary Business Card ICL Business Units Cards Letterhead Envelope Signature PPT Slides... 82

4 ICL \ Corporate Language \ introduction Introduction brand carries the essence of a company s world view. t a glimpse it is built out of graphic and visual symbols as well as textual slogans, yet it represents the deep meaning of the company s role in the world. Being daily exposed to this brand language we become more connected to the company s narrative. s employees we feel a deeper sense of belonging. s clients, we experience a stronger desire to do business with the company. s the general public we very often identify with the brand and what it represents. By time, the brand affects reality and adds value to the emotional as well as the business environment of the system. Brands help businesses thrive and prosper and people need them to make choices. Zygota- the branding team tara Beiler strategic planning Ravid Kuperberg- strategic planning Uri Naveh- art director Tal Bercovitch- copywriting 4

5 ICL \ Corporate Language \ introduction The One ICL Brand Narrative. The new ONE ICL unifies the group under one strong brand, with one story, as a symbol of working together towards one big purpose. The purpose focuses on a universal client : the people inhabiting this planet. Instead of the traditional identity of several industries, ICL has become consolidated around one vision: providing solutions for the ever- evolving essential needs of the world s population. s people of this world we have many needs. We need to eat, we need to grow food for eating, we need clean water for drinking, we need energy and power, and we need solutions to guard our health and sustainability. These needs constantly evolve. Hunger and thirst have been replaced in many populations with an appetite for novel foods and drinks. The wish to protect plants or grow fruit has become specific. We want the grass in our soccer stadiums to be greener and more suitable for HD broadcasting. Our health requires new kinds of additives and our cars and machines change their energy sources while looking for ways to help conserve the environment. ICL sees itself committed to these evolving needs. It is obliged to constantly listen and respond to each movement they take. s an attentive, agile and intelligent system, this is the true dedication of ONE ICL and this constantly moving role has to be depicted in symbolic means as well as practical every day implementations. In short, ICL is shifting its focus from being a products oriented brand, to becoming a brand focused on the essential needs of the humanity, characterized by being constantly evolving in order to fulfill its own vision: meeting needs that change. The transformation will be reflected in all facets of ICL activities, including the brand language of course. Many companies have changed their name and identity so as to stand under the ONE ICL brand umbrella and the narrative it represents. ICL is at the front of all corporate identity, yet it will still recognize the importance of the various units and their key impact on ICL s diverse capabilities and success. This book incorporates all the information needed for moving into the new consolidated ONE ICL brand era. 5

6 1 Our Logo

7 ICL \ Corporate Language \ Our Logo Our Logo The new ICL logo is an updated, more modernized version of the previous one. The goal here was to keep the ICL legacy and take its already recognized and valued characteristics and symbolism, and give it an upgraded, more proportional and refined look. Previous Logo Updated Logo 7

8 ICL \ Corporate Language \ Our Logo Logo Proportions The ICL logo includes a symbol and typographic elements. Part of the updating of the logo was to create a unified look, more accurate spacing and the right relationships between each graphic shape. 8

9 ICL \ Corporate Language \ Our Logo Clear Space To ensure the logo remains clear and focused, and to prevent it from mixing with other graphic elements, a safe zone is needed. Use the following guidelines for maintaining this space: 1/2 Use half the size of the ICL symbol marked as a rule for maintaining the margin width surrounding the logo. 1/2 1/2 9

10 ICL \ Corporate Language \ Our Logo Logo ppearance The ICL logo is composed of one solid color. Following are the rules for how the logo should be presented in the positive, negative and black & white versions. Positive Negative Black & White Positive Black & White Negative 10

11 ICL \ Corporate Language \ Text and Typography Our Slogan "Where needs take us" ICL is all about putting humanity s needs at the top of its priority list. The world s essential needs are not only a part of ICL s manifest, they are part of its every day. This slogan conveys a sense of agility and ambition about finding the answers to these needs. Wherever they may come up, and whichever direction ICL needs to go. 11

12 ICL \ Corporate Language \ Text and Typography Our Slogan Using the Slogan The slogan should always start with a capital W. The remaining letters should appear in lower case. Where Needs Take Us Use the Meta Book font, Normal style. There is no need to place a full stop at the end of the slogan. where needs take us The rules for how to use the slogan as part of the logo are explained in the logo section on page 13. When using the slogan as a headline, follow the Headline rules. WHERE NEEDS TKE US Where needs take us 12

13 ICL \ Corporate Language \ Text and Typography Our Logo and Slogan s part of the new brand language, the ICL logo will be followed by the new slogan. When using the logo with the slogan, make sure to use it as illustrated here. The slogan s font should be Meta Book Horizontal scale 95%. 13

14 ICL \ Corporate Language \ Our Logo Logo Size The minimum size for the ICL logo should be 25mm as illustrated below. Do not use the logo smaller than 25mm. ctual Size 25mm 14

15 ICL \ Corporate Language \ Our Logo Logo "Don ts" Make sure to use the logo only as indicated in the previous pages. Refrain from using the logo in the following ways: Don t add extra colors Don t change the logo color Don t use gradients Don t stretch the logo Don t change the proportions of the logo s graphic elements Don t rotate the logo Don t skew the logo Don t add any other Don t apply Don t use or add a graphic elements graphic effects frame around the logo 15

16 2 Text and Typography

17 ICL \ Corporate Language \ Text and Typography Our Logo Typeface: Meta German type designer Erik Spiekermann, created this sans Font between 1991 and The family has 28 weights, ranging from Hairline to Black in Condensed and Normal (including italics) and is ideally suited for advertising and packaging, book text, editorial and publishing, logo, branding and creative industries, small text as well as web and screen design. Meta font is the the font that ICL main logo, ICL business units logo and slogan is written with. This font is in use only for these graphics use, and not for the text (headlines, body text etc) itself. dvanced dditives Meta Normal BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

18 ICL \ Corporate Language \ Text and Typography Our Text Typeface: Open Sans Open Sans Light BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Open Sans Regular BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Open Sans Bold BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Open Sans is a humanist sans serif typeface designed by Steve Matteson, Type Director of scender Corp. This version contains the complete 897 character set, which includes the standard ISO Latin 1, Latin CE, Greek and Cyrillic character sets. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms. You should use this font for all text applications. Such as: all printed materials, web and mobile applications etc. 1 Millennium Tower, 23 ranha st. P.O.B Tel-viv Israel lexandra Nobelman Business Development 2 Vice President 2 alexandra.nobelman@icl-group.com Tel: Fax: Mobile: You can download the fonts from the following link: ICL Logo and slogan Using Meta font 2 Text and Info Using OpenSans fonts 18

19 ICL \ Corporate Language \ Text and Typography Office Documents Fonts: Calibri+rial Calibri Regular BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Calibri Bold BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz rial Regular BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz rial Bold BCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Microsoft Office Software Products When creating a word document, or a PPT presentation or a mail signature please use Calibri or rial Fonts from the Office OS 1 Potash: ICL s Market Share in the Faster Growing Emerging Markets Jan-June India imports total 1.7 Mt( )arrival Basis 2 Brazil imports )total 4.6 Mt arrival Basis( China imports )3.9 Mt arrival Basis( 2.7% 0.8%0.4% 14.4% 2.1% 31.6% 8.5% 6.1% 2.3% 26.4% 18.3% 8.1% 26.4% 18.5% 9.6% 13.8% 19.6% 20.7% 26.4% 18.4% 24.5% 1 ICL Logo and slogan Using Meta font Text and Info Using Calibri fonts 19

20 ICL \ Corporate Language \ Text and Typography Headline ppearance When using headlines for ads, posters, brochures etc, use upper case letters for the first letter in each word. Sub-headlines do not need to follow the same rule and should appear with lowercase letters for the entire sentence, except for the first letter in the first word. You can use any style of the Meta font for the headline, according to your design needs. The Quick Brown Fox The quick brown fox THE QUICK BROWN FOX The quick brown fox 20

21 ICL \ Corporate Language \ Text and Typography ICL In Text When using the name ICL in text or headline, always use uppercase letters. Do not use the ICL logo as part of the text. When using an ICL business unit or segment as part of a text, use a back slash (\) to separate between the word ICL and the name of the business unit or segment. The first letter of each word should be written in uppercase. Welcome to the new ICL brand appearance Welcome to the new ICL\ Fertilizers brand appearance Welcome to the new icl brand appearance Welcome to the new ICL\fertilizers brand appearance Welcome to the new Icl brand appearance Welcome to the new ICL/Fertilizers brand appearance 21

22 ICL \ Corporate Language \ Text and Typography ICL Diagonal Stroke Correct Direction Wrong Direction 60 0 The ICL logo symbol is made up of strokes at a 60 0 angles. Correct ngle Wrong ngle This diagonal stroke is used to highlight headlines and in some cases, as a background texture. The following pages demonstrate how and when to use this diagonal stroke. The stroke s Cap End should be Round and not Bar or Projecting Cap Make sure to always maintain the right angle as well as the right direction, as illustrated above. Correct Join Point Wrong Join Point 22

23 ICL \ Corporate Language \ Text and Typography Using the Diagonal Stroke In Headlines The Quick Brown Fox Israel Chemicals Ltd. Early Publication of Consolidated Financial Data (Unaudited) s at December 31, 2013 The diagonal stroke provides text emphasis and visual focus as well as visually tying it to the brand language. The sample above illustrates the minimum ratio between the stroke length and the text height: keep the stroke height 3 times the size of the capital letters in the headline. If you feel that your design requires a larger stroke, you can enlarge it as you see fit. The space between the stroke and the text should be the same as the space between words in the sentence, as illustrated above. Brochure cover design using the diagonal stroke with a headline 23

24 ICL \ Corporate Language \ Text and Typography Text Over Strip In places where there is not enough contrast between the background and the text that needs to go over it (e.g.: text over photo) you can use the following strip format. This strip design is derived from the ICL logo symbol to provide a unified brand look and feel. You can use the strip as-is, or crop it at the layout s edges. Make sure not to flip or rotate the strip. Do not to flip or rotate the strip 24

25 ICL \ Corporate Language \ Text and Typography Text Over Strip Using the strip with text: 1 lign the vertical centers of the diagonal stroke with the strip. 1 2 When using the strip for the main ICL brand, use the ICL Light Blue for the stroke s color. 3 Make sure the text within the strip is aligned vertically with the strip center (the spaces above and beneath should be the same). 1 International Markets nnual Report When using the strip for an ICL segment or business unit, use the appropriate business unit s color for the stroke color. (Text inside the strip should be written in caps for each first letter:) Food Specialties nnual Report 4 25

26 3 Colors ccording to ttribution

27 ICL \ Corporate Language \ Colors ccording to ttribution Our Color Palette Main Brand Color The new ICL logo uses its original color to create a strong and recognizable link between the old and the new branding. These are the rules when using the ICL color: For print use the CMYK and Pantone colors. For web, mobile and screens in general use RGB CMYK C 100 M090 Y15 K060 Pantone: 2768 RGB R 017 G024 B071 27

28 ICL \ Corporate Language \ Colors ccording to ttribution Our Color Palette Secondary Brand Color To enrich the color palette, a second type of blue can be used in addition to the ICL dark blue. This blue is optional and should only be used as a secondary color. Some do s and don ts: Do: dd the light blue color when you need to create a hierarchy or place different focuses in headlines. Don't: Do not use the light blue as a second color inside the logo. nnual Report 2014 Do not use the light blue as the main color or as a background. nnual Report 2014 ICL Dark Blue C 100 M090 Y15 K060 R 017 G024 B071 Pantone: 2768 ICL Light Blue C 80 M20 Y00 K00 R 78 G156 B216 Pantone:

29 ICL \ Corporate Language \ Colors ccording to ttribution ICL Segments and Business Units Color Palette In addition to ICL s primary color, each ICL business unit is represented using one of the following colors: Essential Minerals: Phosphate Potash & Magnesium Specialty Solutions: dvanced dditives Food Specialties Industrial Products Specialty Fertilizers 29

30 ICL \ Corporate Language \ Colors ccording to ttribution ICL Business Units Color Palette Specialty Fertilizers C 80 M025 Y100 K00 R 097 G145 B77 Pantone: 7740 Phosphate C 80 M025 Y100 K00 R 097 G145 B77 Pantone: 7740 Potash & Magnesium C 80 M025 Y100 K00 R 097 G145 B77 Pantone: 7740 dvanced dditives C 08 M078 Y100 K00 R 238 G96 B45 Pantone: 166 Food Specialties C 054 M00 Y100 K07 R 091 G164 B47 Pantone: 2294 (Or 369 when 2294 )is not available Industrial Products C 00 M100 Y100 K17 R 173 G29 B35 Pantone:

31 ICL \ Corporate Language \ Colors ccording to ttribution ICL Business Units Color Palette ICL is the main brand and incorporates 6 business units under two divisions Each business unit is represented by the color stated in the color palette and the unit s name is added to the main ICL logo. Following are the rules and guidelines for each business unit s logo appearance. Each business unit s logo includes: 1. ICL logo and slogan 2. Diagonal strip - derived from the diagonal strip found in the ICL symbol. 3. The business unit s name F 31

32 ICL \ Corporate Language \ Colors ccording to ttribution ICL Business Units Color Palette Single Line Title Placement- Placing the ICL diagonal strip: the top of the diagonal strip should be aligned with the top of the ICL symbol. The bottom of the diagonal strip should be aligned with the half point of the ICL logo letters, as illustrated above. 2 Spacing- white space should be left between the diagonal strip and the business unit s name The space width should be the same as the width of the diagonal strip, as illustrated above. 3 lignment-lign the left side of the business unit name with the bottom left corner of the diagonal strip, as illustrated above. 4 Size- The business unit s text size should match the space height starting from the top of the ICL letters and ending at the top of the ICL symbol, as illustrated above. 5 Font- Use the Meta font Normal style for the business unit name. 32

33 ICL \ Corporate Language \ Colors ccording to ttribution ICL Business Units Color Palette Double Line Title dvanced dditives 1 1 Double Line Title - When the business unit s name contains more than one word, and two lines are needed to place the name, align the second row to the bottom of the diagonal strip, as illustrated above. 2 ll the rules mentioned in the previous chapters apply here also. 33

34 ICL \ Corporate Language \ Colors ccording to ttribution ICL Business Units Color Palette Essential Minerals: Phosphate Potash & Magnesium Specialty Solutions: dvanced dditives Food Specialties Industrial Products 34

35 ICL \ Corporate Language \ Colors ccording to ttribution ICL Logo ccording to Location Single Line Title Rotem In addition to the ICL business units, another type of logo is needed for factories in various locations around the world. Some locations may contain a main as well as a secondary name. The same rules and guidelines apply here in terms of size and spacing. In terms of color and typography, some different rules need to be applied: 1 Diagonal Strip Color - Use the ICL dark blue with 50% tint. 2 Main Location Name - Use the Meta Regular font in ICL dark blue with 50% tint. 35

36 ICL \ Corporate Language \ Colors ccording to ttribution ICL Logo ccording to Location Double Line Title 1 Dead Sea 2 In addition to the ICL business units, another type of logo is needed for factories in various locations around the world. Some locations may contain a main as well as a secondary name. The same rules and guidelines apply here in terms of size and spacing. In terms of color and typography, some different rules need to be applied: 1 Diagonal Strip Color - Use the ICL dark blue with 50% tint. 2 Location Name - Use the Meta Regular font in ICL dark blue with 50% tint. lign the second text line with the bottom of the diagonal strip. 36

37 ICL \ Corporate Language \ Colors ccording to ttribution ICL Logo ccording to Location Main and Secondary Title 1 Iberia Totana 2 3 In addition to the ICL business units, another type of logo is needed for factories in various locations around the world. Some locations may contain a main as well as a secondary name. The same rules and guidelines apply here in terms of size and spacing. In terms of color and typography, some different rules need to be applied: 1 Diagonal Strip Color - Use the ICL dark blue with 50% tint. 2 Main Location Name - Use the Meta Bold font in ICL dark blue with 50% tint. 3 Secondary Location Name - Use the Meta Regular font in ICL dark blue with 25% tint. 37

38 ICL \ Corporate Language \ Colors ccording to ttribution ICL Logo ccording to Location More Examples Further examples of location logos, which follow the rules and guidelines mentioned in the previous page, are shown here: Dead Sea Iberia UK Rotem 38

39 ICL \ Corporate Language \ Colors ccording to ttribution ICL Geographic Regions When using a logo for a geographic region, follow the same rules as explained in the ICL Segments and Business Units Logos chapter. The only difference here is the color. Here, the entire logo, both the ICL and the name of the region, should be in ICL dark blue. mericas Europe Israel sia 39

40 ICL \ Corporate Language \ Colors ccording to ttribution ICL Projects In some cases company projects need to take on the ICL logo appearance the same way as business units do. The difference here is the color and texture of the diagonal strip. The diagonal strip takes on a gold texture with a slight emboss outline and uses a gradient as illustrated in the following pages. (instead of solid colors) ICL Project Name colors: C 22 M040 Y96 K07 R 180 G144 B58 C 22 M040 Y96 K07 R 237 G200 B61 Gradient Values: Location: 55% Location: 85% 40

41 ICL \ Corporate Language \ Colors ccording to ttribution ICL Projects The Diagonal Strip \ Gradients Fill Color Values: The Diagonal Strip \ Gradients Stroke Color Values: C 22 M040 Y96 K07 R 180 G144 B58 C 22 M040 Y96 K07 R 237 G200 B61 C 0 M016 Y60 K00 R 245 G213 B129 C 7 M051 Y8 K00 R 231 G213 B139 C 00 M00 Y25 K00 R 255 G251 B205 Location: 0% Location: 40% Location: 82% Location: 75% Location: 100% Location: 0% Location: 40% Location: 82% Location: 75% Location: 100% 41

42 4 Grid and Graphic Elements

43 ICL \ Corporate Language \ Grid and Graphic Elements Our Inspiration Here are some images that we used to interpret the brief and help us create the new brand identity and graphic language. Diversity, transformation and evolvement We used images that convey motion and dynamics lways on the move 43

44 ICL Corporate Language Grid and Graphic Elements The ICL Ribbons 44

45 ICL \ Corporate Language \ Grid and Graphic Elements The ICL Ribbons Our visual imagery is made up of ribbon-like shapes. Their flow represents the flexibility and agility of the system, moving in waves, twisting and turning sometimes in an unexpected nonlinear fashion, and sometimes flowing in an anticipated movement. The colors of the ribbons also move chromatically from warm to cold colors, enfolding most of the business units colors. The color flow represents the ability of one system to carry different industries aimed at different markets and different needs, and to integrate itself around them, sometimes even overlapping with them in an efficient manner. So, the ICL ribbons capture, symbolically, the true nature of ICL, as a synergized system, prepared to be taken where needs call. 45

46 ICL \ Corporate Language \ Grid and Graphic Elements The ICL Ribbons The ICL ribbons are the main graphic element that carries the ICL brand spirit and that will accompany all marketing materials in various ways: The ribbons can be used over a white background, the ICL dark blue or over a picture / photo. They should NOT be used on any other type of background. The ICL ribbons over white background The ICL ribbons over dark blue background The ICL ribbons over an image 46

47 ICL \ Corporate Language \ Grid and Graphic Elements The ICL Ribbons Using Ribbons on Grey Background You can use the ribbons on a grey background, but make sure not to go darker than 20%. White Grey 20% Black Grey Background - 05% Grey Background - 15% Grey Background - 30% 47

48 ICL \ Corporate Language \ Grid and Graphic Elements The ICL Ribbons Optional Cropping Here are ready to use formats using different cropping for a range of different applications. You can select each design to suit your needs. Each format can be adjusted to allow different text lengths, images etc. 48

49 ICL \ Corporate Language \ Grid and Graphic Elements The ICL Ribbons The Ribbons re Flexible The ribbons can be used in many differnt ways. You can choose to rotate, flip or scale them as needed for your specific design. 49

50 ICL \ Corporate Language \ Grid and Graphic Elements The ICL Diagonal Texture When using the ICL ribbons, add the diagonalline texture as a background. This texture adds more volume to the layout. It also strengthens the relationship between the ribbons and the page itself, as well as the connection to the ICL logo and the brand language, which both include diagonal lines. Place the diagonal-line texture in the white spaces in between the ribbons. There is no concrete rule as to where to place the texture. This should be done according to the designer s decision, and using as little as possible. The Diagonal Texture Using the Diagonal Texture 50

51 ICL \ Corporate Language \ Grid and Graphic Elements The ICL Diagonal Texture The diagonal-line texture can appear on white, grey or dark blue backgrounds, as well as photos. Using the diagonal-line texture over a white background. Texture color Grey - 10% s a rule, the texture should be 10% darker than the background it appears on. For example, a white background will have a 10% grey diagonal-line texture, as illustrated here. Dark backgrounds, such as dark blue, should have a diagonal-line texture that is 10% lighter, as illustrated. Using the diagonalline texture over a dark blue background. Texture color Dark blue - 90% Using the diagonal-line texture over a grey background. Texture color - White 51

52 ICL \ Corporate Language \ Grid and Graphic Elements Our Grid The Measurement Use the width of the ICL symbol, marked, for the basic measurement unit that will connect between all the graphic elements. The entire logo should be placed at the bottom right hand corner of the page. Leave a margin with the width of from the edge of the page. 52

53 ICL \ Corporate Language \ Grid and Graphic Elements Our Grid Portrait Format Logo Placement Following the margin rules, this is how the ICL logo should be placed on a page layout. In order to keep the right ratio between the size of the page and the size of the logo, the measurement should always be 8% of the page width. = 8% Page Width 53

54 ICL \ Corporate Language \ Grid and Graphic Elements Our Grid Portrait Format Logo Placement Options Following the margin rules, the ICL logo can also be placed at each corner of the page, as illustrated here: 54

55 ICL \ Corporate Language \ Grid and Graphic Elements Our Grid The ICL Ribbons Strip Format The ICL ribbons cannot always be used on a full frame. Most formats will only allow room for part of the ribbons. In cases such as these, use a part, or a reminder of the full composition, using a horizontal version of the ribbons. The following pages include guidelines and grids to show the different variations and placement of this main graphic element. 55

56 ICL \ Corporate Language \ Grid and Graphic Elements Our Grid dding the ICL Ribbons and Background When adding the ribbons horizontally, their height should be double the measurement (2x) as illustrated here. When adding a background, use only the top part of the layout above the ribbons. Refrain from stretching the background all the way to the bottom of the page. 2x 56

57 ICL \ Corporate Language \ Grid and Graphic Elements Our Grid Contact Info Contact info should align with the top part of the ICL logo symbol, as illustrated. Leave a margin on the left of the text with a width of. 2x,50 Secones v., Illovo Johannesburg 2196, South frica Tel: Fax:

58 ICL \ Corporate Language \ Grid and Graphic Elements Our Grid Portrait Format dding Text When adding text and headlines, keep a minimum space of 1/2 between the graphic elements as illustrated here. 2x asdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaadsdaa sdasdasdas dasdas dasdasdasdasda 1/2x dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas 1/2x,50 Secones v., Illovo Johannesburg 2196, South frica Tel: Fax:

59 ICL \ Corporate Language \ Grid and Graphic Elements Our Grid Portrait Format The Grid is Flexible You can move the ribbons and background up and down according to your needs and dimensions of the work at hand, as long as you keep the distances and margins as explained in the previous page. 2x asdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaadsdaa sdasdasdas dasdas dasdasdasdasda 1/2x dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaa sdasdasdas dasdas dasdasdas dasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfs dfsdfb dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas 1/2x,50 Secones v., Illovo Johannesburg 2196, South frica Tel: Fax: /2x dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas 59

60 ICL \ Corporate Language \ Grid and Graphic Elements Magazine ds In some cases such as in magazine ads or posters, you might need more space to create a stronger impact. In cases such as these, you can narrow the layout s margins to 1\2 of from each direction. In magazine ads without a bleed, you can use the magazine layout margins instead of the margin rules as explained before. ll the other grid rules remain the same. 2x asdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaadsdaa sdasdasdas dasdas dasdasdasdasda 1/2x dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas 1/2x,50 Secones v., Illovo Johannesburg 2196, South frica Tel: Fax: /2 margin add 1/2 2x 1/2 asdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaadsdaa sdasdasdas dasdas dasdasdasdasda 1/2x dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas 1/2x,50 Secones v., Illovo Johannesburg 2196, South frica Tel: Fax: Magazine Margin Your rtwork 60

61 ICL \ Corporate Language \ Grid and Graphic Elements Business Units Grid, Color Scheme, Logos The ICL brand is composed of 6 business units, each represented by a specific color. While the main brand uses the ribbons with the entire range of colors, each business unit is represented using a different color spectrum in relation to its specific color, as illustrated in pages \ ICL IP Ribbon Strip 61

62 ICL \ Corporate Language \ Grid and Graphic Elements Ribbon Color Spectrum ICL Industrial Products ICL Potash & Magnesium Following is the entire range of color spectrums for all business units. ICL dvanced dditives ICL Phosphate When producing marketing materials for a specific business unit, signed with the specific business unit logo, e.g.: ICL Fertilizers, the relevant colored ICL ribbon should be used. ICL Food Specialties ICL Specialty Fertilizers 62

63 ICL \ Corporate Language \ Grid and Graphic Elements Business Units Logo Placement in Grid Logo Placement in Grid Since a business unit s logo is larger than the main ICL logo, it needs to be aligned using the same margin rules, with the right side of the page layout, as illustrated.,50 Secones v., Illovo Johannesburg 2196, South frica Tel: Fax: Industrial Products 63

64 ICL \ Corporate Language \ Grid and Graphic Elements Business Units Grid Grid Here is how the business unit should appear in a grid, using the same rules for the logo placement and correct color ribbon. 2x asdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaadsdaa sdasdasdas dasdas dasdasdasdasda 1/2x dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaa sdasdasdas dasdas dasdasdas dasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfs dfsdfb dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb 1/2x,50 Secones v., Illovo Johannesburg 2196, South frica Tel: Fax: /2x dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas Industrial Products 64

65 ICL \ Corporate Language \ Grid and Graphic Elements Business Units Grid Following are more examples of how each business unit would appear using the correct color schemes, layout and logo placement. asdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaadsdaa sdasdasdas dasdas dasdasdasdasda dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas asdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaadsdaa sdasdasdas dasdas dasdasdasdasda dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas asdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaadsdaa sdasdasdas dasdas dasdasdasdasda dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj dsdaa sdasdasdas dasdas dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj hhadfsdfsdfb dsdaa sdasdasdas dasdas dasdasdasdasdasd asdasdsvfggfjxdfv jhcvabm djedj,50 Secones v., Illovo Johannesburg 2196, South frica Tel: Fax: Industrial Products,50 Secones v., Illovo Johannesburg 2196, South frica Tel: Fax: dvanced dditives,50 Secones v., Illovo Johannesburg 2196, South frica Tel: Fax:

66 ICL \ Corporate Language \ Grid and Graphic Elements Ribbons Wide Formats For wide formats (landscape), a longer ribbon design needs to be used. Please use the following ribbon design as needed. 66

67 ICL \ Corporate Language \ Grid and Graphic Elements Wide Grid Logo, Ribbons and Background Wide and landscape formats use the same rules as portrait formats in terms of logo spacing, margins and ribbon height, as illustrated here. 67

68 ICL \ Corporate Language \ Grid and Graphic Elements Wide Grid Text Use the left side of the layout for headlines, body text and contact info. The ratio and distance between all graphic elements are identical to those in a portrait grid, as illustrated here. 2x asdasdasdasdasd asdasdsvfggfjxdfv jhcvabm dsdaadsdaa sdasdasdas dasdas dasdasdasdasda 1/4 Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et" dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt 1/4 Johannesburg 2196, South frica 50 Secones v Illovo, Tel: Fax: /2 68

69 ICL \ Corporate Language \ Grid and Graphic Elements Images (Recommendations) When you need to use images for any creative or marketing collateral we recommend using the following guidelines. These guidelines are not strict rules, yet they help create and maintain a more unified brand language. 1- One image per page single large image has a stronger impact than several small ones. 2- Contrast Many images, smaller impact One image stronger impact low contrast between the foreground and background good contrast between the foreground and background Try to have a strong contrast between the main object in the forground and the background. 3- Something special Try to include something that is a little unexpected or less ordinary. It can be the lighting, styling, the subject itself or a photo that was shot from a unique angle. regular point of view more interesting point of view 69

70 ICL \ Corporate Language \ Grid and Graphic Elements Images (Recommendations) People s ICL s main message Where needs take us reflects ICL s engagement with the world and humanity, we will always prefer to show people in our creative communication. 1- Tone and Style Images should feel natural, not posed. They should convey a feeling of real everyday actions. Posed Natural Uniform backdrops Natural environment 2- Images of People People in photos should not be looking directly at the camera to avoid them looking staged. They should look natural and authentic, to convey a feeling of a documentary style image. 3- Background People should be photographed in their natural environment. Do not use uniform backdrops to avoid the image looking staged. Looking directly at the camera Spontaneous, more documentary feel 70

71 ICL \ Corporate Language \ Grid and Graphic Elements ICL Ribbons & Slogan Signature The ICL ribbons and slogan can be used as a signature to convey the brand message in an energetic and dynamic way. In these cases, they can be used without the ICL logo. 71

72 ICL \ Corporate Language \ Grid and Graphic Elements ICL Ribbons & Slogan Signature How To Use in Business Units When using the ribbons and slogan signature for a specific business unit, use the unit s appropriate color scheme, instead of the ICL dark blue. 1- Keep a minimum distance the width of the letter I in the ICL logo, between the business unit logo and the ribbon & slogan signature. 2- Make sure the diagonal strips in the logo and slogan are identical in height. 3- The slogan text should always appear in ICL dark blue, as this is the main brand slogan and is not specific to the business unit itself. 1 Industrial 2 3 Products 2 72

73 5 Stationary

74 ICL \ Corporate Language \ Letterhead Business Card 1/3 1/3 1/3 1/ ICL Logo - Place the ICL logo at the top left hand corner. Leave a white margin of 1/3 (please notice this exception here 1/3 is used instead of because of the small space and the amount of text) 2 Personal Details - Use the right text box for personal details (Name, title, personal contact numbers etc.) 3 Company Details - Use the left text box for company details (address, fax, etc.) 4 Website ddress -The URL address should always be the last info on the card. It should appear in ICL dark blue and in Bold typeface. 5 ICL Full Color Ribbons - While all elements on the card appear in grey and dark blue colors, the ribbons add a colorful touch. Place the ICL ribbons at the top right hand side, as illustrated. 5cm lexandra Nobelman Business Development 6 Vice President Millennium Tower, alexandra.nobelman@icl-group.com ranha st. P.O.B Tel: Tel-viv Israel Fax: Mobile: /3 4 1/3 9cm 1/3 1/3 Fonts: Open Sans 6 Name & Title - Type the person name in a Bold Typeface, and the business title bellow in a Regular Typeface. lign the text block to the left with the personal details from bellow(2) and keep the same distance above and below the text block and the other graphic elements. In case of long names and mail addresses: delete the word E MIL and make horizontal scaling of the font up to 85%. The card back side: The back of the business card should remain blank, on white paper. Millennium Tower, 23 ranha st. P.O.B Tel-viv Israel lexandra Nobelman Business Development Vice President alexandra.nobelman@icl-group.com Tel: Fax: Mobile: ctual Size 5*9cm 74

75 ICL \ Corporate Language \ Letterhead ICL Business Units Cards Fonts: Open Sans When creating a business card for a specific business unit, the same rules apply as for the main ICL business card. The only difference is the logo. Use the appropriate business unit logo, with its relevant color, while keeping all other graphic elements identical to those as shown in the general ICL business card. Millennium Tower, lexandra Nobelman Business Development Vice President alexandra.nobelman@icl-group.com ctual Size Do not add the business unit color to the general design. 23 ranha st. P.O.B Tel-viv Israel Tel: Fax: Mobile: Food Specialties Ted Nobelman Title (English) Food Specialties Millennium Tower, 23 ranha st. P.O.B Tel-viv Israel Food Specialties name@icl-group.com Tel: Fax: Mobile: Millennium Tower, lexandra Nobelman Business Development Vice President alexandra.nobelman@icl-group.com ctual Size Ted Nobelman Title (English) 23 ranha st. P.O.B Tel-viv Israel Tel: Fax: Millennium Tower, 23 ranha st. P.O.B Tel-viv Israel name@icl-group.com Tel: Fax: Mobile: Mobile:

76 ICL \ Corporate Language \ Letterhead 2cm Letterhead 2cm 1 John Smith Title (in English) John Smith Title (in native language) 4 1. Leave a 2cm margin around the entire page. 2. Place the ICL logo on the top left hand corner of the page. 3. Place the name of the signed person in English underneath the ICL logo on the left. Place the person s title under the name. Use Bold letters in both. 4. Place the signed person s name and title in the local language, on the right hand side aligned with the name and title in English on the left. Font: Calibri Bold. 5. Place a horizontal dark blue line along the bottom of the page, without going over the margins. 6. Contact Info: Place the details in English on the right hand side. Use Bold letters for the phone & fax numbers, address, and website address. 7. Place the contact info in the local language on the opposite side of the page. * Regional & legal implications should be considered when required ICL P.O. Box N msterdam The Netherlands Tel Fax johns@icl-group.com ICL Postbus N msterdam Nederland Tel Fax johns@icl-group.com

77 ICL \ Corporate Language \ Letterhead Letterhead John Smith Title (in English) Industrial Products John Smith Title (in native language) Business Unit Letterhead 1 ICL Business Unit Logo - Place the relevant business unit logo at the upper left hand corner. Use it without the slogan. 2 Slogan- Place the ribbons & slogan icon with matching colored back slash at the upper right hand corner. lign it with the top of the ICL logo, as illustrated. ICL P.O. Box Ludwigshafen, N Germany msterdam P.O.B The Netherlands Tel Fax johns@icl-group.com ICL Postbus Ludwigshafen, N Germany msterdam Postfach Nederland Tel Fax johns@icl-group.com 77

78 ICL \ Corporate Language \ Letterhead Envelope 1 ICL Logo - Place the ICL logo at the bottom left hand corner, use it without the slogan. Leave a margin sized to the left and bottom of the logo, as illustrated. The size of here is 15mm. 2 Slogan - Place the ribbons & slogan icon at the bottom right hand corner. Leave a margin sized to the right. ICL P.O. Box N msterdam The Netherlands ICL Postbus N msterdam Nederland English Local language 110mm 3 ddress - Place the address info at the top left hand corner. Leave a margin sized to the left and top Web address - Should be placed at the end of the contact info, in Bold type and in ICL dark blue. 230mm Fonts: Open Sans 78

79 ICL \ Corporate Language \ Letterhead Envelope Business Units 1 ICL Logo - Place the ICL logo at the bottom left hand corner, use it without the slogan. Leave a margin sized to the left and bottom of the logo, as illustrated. The size of here is 15mm. 2 Slogan - Place the ribbons & slogan icon with 3 ICL P.O. Box N msterdam The Netherlands ICL Postbus N msterdam Nederland English Local language the matching diagonal stroke color at the bottom right hand corner. Leave a margin sized to the right. 3 Details - Place the details in English on the upper text block. Pace the contact info in the local language on the bottom one. 1 dvanced dditives 2 79

80 ICL \ Corporate Language \ Letterhead Signature 1 2 Ted Nobelman Title Millennium Tower, 23 ranha st. P.O.B Tel-viv Israel Tel: +972 (3) FirstName.LastName@icl-group.com 1 Person s Name & Title - This should appear in Bold and in ICL dark blue. 2 Contact Info - This should appear in Normal typeface, grey color, 70%. 3 Note: Use the rial fonts (the computer s OS fonts) and not the OpenSans Font, so that the text remains a live text. 3 Signature in ttachment File - Place the signature file at the bottom of the contact info. Ted Nobelman Title Millennium Tower, 23 ranha st. P.O.B Tel-viv Israel Tel: +972 (3) FirstName.LastName@icl-group.com 80

81 ICL \ Corporate Language \ Letterhead Signature Business Unit Signature The same rules apply as in the main ICL brand signature, except for the jpeg signature attachment. Ted Nobelman Title Millennium Tower, 23 ranha st. P.O.B Tel-viv Israel Tel: +972 (3) name@icl-group.com Industrial Products Ted Nobelman Title Millennium Tower, 23 ranha st. P.O.B Tel-viv Israel Tel: +972 (3) FirstName.LastName@icl-group.com name@icl-group.com * link to corporate website/linkedin/bu website is optional Industrial Performance Products 81