graphic identity standards manual

Transcription

1 graphic identity standards manual

2 table of contents Introduction page 3 Branding page 3 Definition of Terms page 4 Color Usage page 5 One-color corporate signature page 5 Two-color corporate signature page 5 Background Colors page 5 Additional Guidelines page 6 Protected area page 6 Redesign page 6 Typography page 6 Positioning page 6 Color treatments page 6 Size page 7 Exceptions page 7 Reproductions page 7 Compatible Typefaces page 8 Corporate Trademarks page 9 Tagline page 10 Stationery Format page 11 Letterhead stationery page 11 Stationery envelopes page 12 Business cards page 12 Labels page 13 Mailing page 13 Product page 13 Viraspan page 13 Promotional/Marketing Materials page 14 Brochures page 14 Advertisements page 14 Newsletters page 14 Soft goods page 15 Vehicles page 15 Signage page 15 Other uses page 15 page 2

3 introduction branding Why do we need Graphic Standards? The visual identification symbol for Viracon is the corporate signature, or logo. It is to the company what a handwritten signature is to a person: a unique graphic expression of individuality. Our logo is our company s most visible symbol and stands for everything we do and say about our company. It reflects the integrity, stability and reliability our customers have come to depend on for innovation, trusted solutions and high performance. Letters, business cards, brochures, labels, advertisements, signs, soft goods and other visual materials that feature our corporate signature affect public perception of Viracon. As a result, it is important that Viracon project a clear, consistent and professional image. Who we are. What we stand for. The Viracon brand is the symbol of business transactions and promises made and kept over a long period of time. Since 1970, Viracon has grown into an international company that offers the most complete range of highperformance architectural glass products available worldwide. Our reputation for delivering design, aesthetic, budget and performance solutions for clients both large and small is the result of supplying high-performance glass products to projects around the world. An expanded product line, innovative technology and a global presence have resulted in Viracon becoming the leader in glass fabrication. To ensure this, Viracon has developed a corporate signature and guidelines for its use. This corporate signature must be used in its entirety and reproduced from authorized original illustrations or EPS vector artwork. It may not be redrawn, re-proportioned or modified in any way. There are two versions of the corporate signature that you can use depending on the positioning statement desired and the size in which it will be reproduced. The corporate signature variations account for the need to adjust the size of the Viracon corporate signature to maintain clarity and avoid filling in at smaller sizes. Viracon s Marketing Department will provide original illustrations of the corporate signature and answer questions regarding its use. page 3

4 definition of terms Logotype A custom typeface of the name Viracon as it always appears in relation to the signature symbol and tagline. Signature symbol the three extended V lines as it always appears in relation to the logotype and tagline. Tagline the specially letter-spaced expression The Leader in Glass Fabrication as it appears in relation to the logotype and signature symbol depending on use. Wordmark Signature Symbol Corporate signature the combination of the logotype, signature symbol and tagline. Protected area the space around the signature that is free of any elements and which maximizes the visual effect of the corporate signature. It is always directly proportional to the x-height of the word Viracon. Tagline Corporate Signature Protected area page 4

5 color usage One-color corporate signature The corporate signature must appear in all black when printed in a single color. For materials printed in a single color other than black, the corporate signature must print white on a solid color background. For example, if a one-color brochure is printed with blue ink, the corporate signature must print white on a solid blue background. The corporate signature may not appear in any single color other than black or white. Any other color treatments of the corporate signature may not be used unless approved by the Marketing Department. Two-color corporate signature The preferred corporate signature is two-color. However, when printing limitations or cost considerations preclude the use of the two-color corporate signature, use the one-color corporate signature. For two-color treatments of the corporate signature, all typography must print black. The three lines under the name Viracon must print PANTONE 300 blue. No other color combinations may be used. The white space between the three lines should always feature the color background on which the corporate signature is displayed. Never fill in, shade or alter this space in any way. One-color One-color (reverse) Two-color background colors Like the Viracon corporate signature, color provides a power means of visual recognition. When Viracon colors are consistently used, the company s graphic identity is all the more effective. As with the Viracon corporate signature, color use on backgrounds should be treated with a great deal of visual respect to avoid conflicting color treatments. When printing on any black or dark background, reverse the corporate signature to white. You may print the two-color corporate signature on a neutral background as long as it displays sufficient contrast for both the black and PANTONE 300 blue. page 5

6 additional guides A. Protected area To maintain the integrity of the corporate signature, it should not be crowded or overwhelmed by the edge of a page or any graphic elements-including artwork, photography or typography. If placed within a cluttered environment, the corporate signature s message risks becoming obscured and insignificant. The protected area of the corporate signature is always directly proportional to the x-height of the word Viracon. This applies equally to the two-color and one-color signatures (see page 6 for more information). B. Redesign The corporate signature must appear in its entirety. Elements may not be relocated, resized or used individually. C. Typography The Viracon tagline must be set in Olive Antique Italic. No typography may be added, deleted or modified. D. Positioning Do not position the corporate signature diagonally or on any baseline other than horizontal. There should never be a gap between the top of the first line and the cap height of the word Viracon. The word Viracon must never float within the corporate signature. The three lines must never extend beyond their required length in proportion to the Viracon name. E. Color treatments Black and PANTONE 300 blue are the only approved colors for the corporate signature. Protected area Redesign Substitutions Positioning Color treatments page 6

7 F. Size The corporate signature may not measure less than 1-3/16, unless approved by the Marketing Department. Size G. Exceptions The corporate signature can appear without the tagline The Leader in Glass Fabricati. The full corporate signature is normally used on first reference as a positioning statement. The partial corporate signature, without the tagline, is used on second reference and for printed materials that promote its use. For example, return address labels, envelope and soft goods. All other guidelines (color, positioning, etc.) must be followed. H. Reproductions Do not use second-generation artwork to reproduce the corporate signature. First-generation artwork and electronic files are available from the Marketing Department. page 7

8 compatible typefaces Choosing a typeface that is compatible with the corporate signature enhances printed materials by making them more attractive, readable and professional. For long body copy, a serif typeface is preferred for readability. For short body copy or headlines, a sans serif typeface is preferred. Frutiger Light Family ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger Roman Family ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger Bold Family ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Family ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Palatino Family ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz page 8

9 corporate trademarks A Viracon trademark is an approved word, phrase or symbol used with or without the Viracon corporate signature to identify a specific positioning statement, product or service. Because trademarks distinguish Viracon from other companies, the correct use of trademark symbols is essential. Each trademarked product, statement or service must feature the trademark symbol on first reference only, with the exception of the tagline. The trademark listings are listed at the right. Superwindow Solarscreen Solarscreen 2000 StormGuard Viraconsulting Viraspan page 9

10 tagline The tagline The Leader in Glass Fabrication must always appear in black and be set in Olive Antique Italic when used with the corporate signature. The cap-height of the phrase will be 1/ 2 the x-height of the word Viracon. The phrase must never violate the protected area and should be placed below the last line of the signature symbol. Do not substitute other typefaces or alter the approved name in any way. The trademark notice designated by TM always exists with the tagline and is positioned immediately following the typographer quote mark. The tagline may not be translated into other languages. Attention to protected space requirements, the proper use of typefaces and colors, and the consistent use of correct corporate signature arrangements is necessary to maintain the visual integrity of the Viracon corporate signature. It will also protect Viracon trademark rights. Tagline protected area 1/2 X 1/2 X page 10

11 stationary format Review all guidelines for use of the corporate signature before designing letterhead, envelopes, mailing labels and business cards. Pay close attention to guidelines regarding colors, positioning, protected area, size and restrictions on other logos. Ensure that you use first-generation illustration artwork of the corporate signature. All standard-size letterhead, envelopes, mailing labels and business cards must comply with the production grids and color schemes shown here. No other logos may appear on the stationery, other than the Apogee Enterprises, Inc. logo, without approval from the Marketing Department. A. Letterhead stationery Size: 8-1/2 x 11 Top margin: 7/16 ; Left and right margins: 3/4 ; Bottom margin: 1/4 Two-color full corporate signature in upper left corner where the top and left margins intersect Mailing address positioned in upper right corner where the top and right margins intersect and printed in 10 point upper and lowercase Helvetica, 95 percent condensed with 10 point leading. Viracon s ISO certification reference is printed under the mailing address. 7/16" 3/4" Address information may not appear within the protected area of the corporate signature An Apogee Enterprises Company printed in upper case 7 point Helvetica (not shown here) Left and right body copy margins: 1-1/4 800 Park Drive P.O. Box 990 Owatonna, MN Ms. Jane Doe ABC Company 123 Main Street Anytown, MN January 15, 2009 Dear Ms. Doe: As an international company, Viracon offers the most complete range of high-performance architectural glass products available worldwide. However, we re not just another company that fabricates glass. Rather, we re a company that delivers design, aesthetics, budget and performance solutions for each of your projects. Solutions that meet your client s needs. As the leader in glass fabrication, Viracon has gained the reputation for meeting and exceeding the client s needs. Our success is reflected in our long-lasting clients relationships. Relationships that have resulted in our supplying high-performance glass products to major projects in locations across the world. These locations include Asia, Australia, Europe, North America, South America and the Middle East. Projects Rock and Roll Hall of Fame and Museum Cleveland, Ohio Kuala Lumpur City Center Kuala Lumpur, Malaysia Central Plaza Hong Kong The Quadrant Perth, Australia MGM Grand Hotel Las Vegas, Nevada Mall of America Bloomington, Minnesota Since 1970, Viracon has expanded its facilities to perform more fabricating processes at a single site than any other glass fabricator in the world. Our state-of-the-art tempered, laminated, insulating, security, silkscreened, privacy and high-performance coated glass products give our customer s the choices they need from one single source. This single-source responsibility is evident in our complete line of product offerings, technical expertise, design assistance and responsive customer support. Our experienced field sales representatives, technical support, inside sales representatives and production personnel ensure your glass is delivered 100 percent complete and on time. Viracon Highlights Produces more than 7 million square meters of high-performance architectural glass products annually Completed a $30 million facility expansion to increase operating efficiency, develop new technologies and further penetrate international markets Subsidiary of Apogee Enterprises, Inc., which is headquartered in Minneapolis, Minnesota Letterhead page 11

12 B. Stationery envelopes Size: 9-1/2 x 4-1/8 3/8 margins on all sides Two-color full corporate signature located in upper left corner where the top and left margins intersect Mailing address centered on back flap and printed in 11 point upper and lowercase Helvetica, 95 percent condensed with 11 point leading C. Business Cards Size: 3-1/2 x 2 1/8 margins on all sides Two-color full corporate signature positioned in upper left corner where the top and left margins intersect Mailing address positioned in upper right corner and printed in 8 point upper and lower case Helvetica, 95 percent condensed with 1/8" 8 point leading Name printed in 12 point B Helvetica Bold and 10 point leading; job title in 9 point Helvetica and 9 point leading; phone number and address in 7 point Helvetica and 7 point leading; left justified; and 95 percent condensed ISO logo printed only on Viracon employee business cards and positioned flush right on the baseline of the phone number or the address An Apogee Enterprises Company printed in upper case 4-1/2 point Helvetica 3/8" 3/8" Odd-size stationery not shown here should follow the same guidelines in a proportionate manner. If you have questions about odd-size stationery, call the Marketing Department. John J. Glass Purchasing Manager jglass@viracon.com 1/8" AN APOGEE ENTERPRISES COMPANY Envelope Business card 800 Park Drive P.O. Box 990 Owatonna, MN FAX: page 12

13 labels A. Mailing Size: 4 x 3 1/4 margins Two-color full corporate signature in upper left corner where the top margins intersect Mailing address positioned in upper right corner and printed in 7 point upper and lower case Helvetica with 7 point leading One-point line below corporate signature and mailing address TO: printed in 10 point uppercase Helvetica TO: 1/4" 1/4" Mailing label 800 Park Drive P.O. Box 990 Owatonna, MN ISO 9002 Certified B. Product Size: 3 x 2-1/2 3/16 margins Two-color full corporate signature in upper left corner where the top and left margins intersect Label information printed in FuturaTMedium Condensed May not reference ISO certification C. Viraspan Size: 1-1/2 x 2-1/2 3/16 margins One-color corporate signature without tagline positioned at bottom margin and centered between the left and right margins All black text printed in FuturaTMedium Condensed May not reference ISO certification 3/16" Product label 3/16" Laminated Glass Bullet Resisting GLAZE THIS SIDE IN (Witness Side) 3/16"Subdued Bronze VIRASPAN Lead Free Spandrel Glass V905 SUBDUED BRONZE Glaze this side to the exterior Viraspan label page 13

14 promotional/marketing materials A. Brochures Please review all guidelines for use of the corporate signature before designing brochures and other literature. Pay close attention to guidelines regarding colors, positioning, protected area, size and restrictions on other logos. Ensure that you use EPS vector artwork of the corporate signature. For one-color brochures, ensure that the corporate signature is printed in all black or white (reversed) from a solid background. When printing brochures in two or more colors, ensure that corporate signature is printed in official blue and black colors, all black or white (reversed) from a solid background. B. Advertisements Review all guidelines for use of the corporate signature before designing advertisements. Pay close attention to guidelines regarding colors, positioning, protected area, size and restrictions on other logos. Ensure that you use EPS vector artwork of the corporate signature. C. Newsletters Please review all guidelines for use of the corporate signature before designing newsletters. Pay close attention to guidelines regarding colors, positioning, protected area size and restrictions on other logos. Ensure that you use EPS vector artwork of the corporate signature. page 14

15 D. Soft goods Review all guidelines for use of the corporate signature before designing embroidered and screen-printed soft goods. Pay close attention to guidelines regarding colors, positioning, protected area, size and restrictions on other logos. For embroidery, ensure that you use EPS vector artwork of the corporate signature. For screen-printing, ensure that you use EPS vector artwork of the corporate signature. E. Vehicles Please review all guidelines for use of the corporate signature before designing logo usage on vehicles. Pay close attention to guidelines regarding colors, positioning, protected area, size and restrictions on other logos. Ensure that you use EPS vector artwork of the corporate signature. F. Signage Please review all guidelines for use of the corporate signature before designing any signage. Pay close attention to guidelines regarding colors, positioning, protected area, size and restrictions on other logos. Ensure that you use EPS vector artwork of the corporate signature. G. Other Uses This graphic identity standards guide only covers basic uses of Viracon s corporate signature. For applications not covered in this publication-or for clarification of the guidelines it contains-please contact the Marketing Department. Pantone is a registered trademark of Pantone, Inc Viracon. All rights reserved. page 15