VISUAL IDENTITY GUIDE

Transcription

1 VISUAL IDENTITY GUIDE FEBRUARY 2014

2 This Guide describes the graphic standards that must be respected when using the visual identity of Agropur Cooperative. It was produced by the Institutional Affairs and Communications Department. These standards have been created in order to facilitate quality control of Agropur s brand image among its various users. This latest revision of the Guide, dated 2014, is an accurate reflection of the results of the most recent surveys among consumers, who have a very positive perception of the fact that Agropur is a dairy cooperative. In light of these results, we have determined that it is truly beneficial for our organization to properly convey this distinction, and we have modified the Agropur logo accordingly, adding the words Dairy Cooperative. We would like to remind you that all users must comply with the established standards that appear in this Guide. If there is any doubt, or in the case of a brand new project that is likely to require adjustments due to specific physical or technical constraints, the project must be submitted to the Institutional Affairs and Communications Department for approval. 2

3 TABLE OF CONTENTS 1.0 THE CORE IDENTITY OF THE COOPERATIVE 4 LOGO 5 SIGNATURE 6 OFFICIAL COLOURS 7 INCORRECT USE 8 CORPORATE COLOUR PALETTE 9 LOGO MARGIN FONTS 11 OFFICIAL FONTS 12 3

4 1.0 THE CORE IDENTITY OF THE COOPERATIVE The new image of the Cooperative consists of two parts: the logo and the signature. Together, these two parts make up the VISUAL IDENTITY. 4

5 LOGO Our logo is the focal point of our corporate identity. It serves as our ambassador in all communications. - The logo is a graphic symbol (four stylized milk droplets). - THE LOGO MUST NEVER BE ALTERED OR DISTORTED. Accordingly, an electronic version is available for you to use, so that you do not have to recreate it. The different variations of the logo can be found on the intranet and on the website: 5

6 SIGNATURE The organization s logo is accompanied by its signature, which is made up of two components: First, the name AGROPUR Cooperative Second, the activity sector, namely dairy The signature is produced in French, in English and in a bilingual version. It must appear on all of the Cooperative s visual productions. Accordingly, an electronic version is available for you to use, so that you do not have to recreate it. The different variations of the signature can be found on the intranet and on the website: FRENCH SIGNATURE BILINGUAL FRENCH SIGNATURE ENGLISH SIGNATURE BILINGUAL ENGLISH SIGNATURE 6

7 OFFICIAL COLOURS OFFICIAL COLOURS One of the most distinctive and easily recognizable elements of our visual identity is the combination of our two official colours, blue and red. To the greatest extent possible, Pantone inks should be used instead of trying to recreate the colours with a four-colour print process (CMYK). Note: Pantone colours vary slightly, depending on whether coated (C) or uncoated (U) paper is being used. - PANTONE (PMS = PANTONE MATCHING SYSTEM) Registered trademark for a calibrated colour sample used as a standard in the printing field. - FOUR-COLOUR PRINT PROCESS (CMYK) A colour printing technique based on layering the primary colours: cyan, magenta, yellow and black. For CMYK combinations, refer to the Pantone Process chart. - RGB (RED/GREEN /BLUE) WEB The colours in the logo are converted into a palette of Web-safe colours (WEB SAFE RGB: 216 colours). The colours are not identical to the originals (Pantone colours), but this significantly decreases file size. LOGO OFFICIAL COLOURS SIGNATURE OFFICIAL COLOUR COLOUR CHART C M Y K R G B WEB # OFFICIAL COLOURS PMS 295C F5F PMS Rubine red C CA005D PMS 295U PMS Rubine red U D4487E 7

8 INCORRECT USE INCORRECT USE The examples below illustrate incorrect uses of the logo and the signature. Please note that the logo and the signature can only be reproduced from the official electronic file, and must not be altered in any way. A) Distorting the logo. B) Altering the colours of logo. C) Creating a contour around the logo. D) Adding a graphic element to the logo. A B C D MISTAKES TO AVOID Do not change the official colours. Do not alter any of the official colours. Do not use the rubine red. AGROPUR Dairy Cooperative AGROPUR Dairy Cooperative MISTAKES TO AVOID Do not exchange with the official colour. Do not alter the official colour. Do not use the rubine red alone. AGROPUR Dairy Cooperative AGROPUR Dairy Cooperative PERMITTED The official colours may be switched to another colour, as long as the logo and signature are the same colour. 8

9 CORPORATE COLOUR PALETTE COLOUR PALETTE To add dimension to the organization s official colours, you may consult the colour palette, presented below, as well as its balance guide. This colour palette conveys the image of a noble, dynamic and multidimensional organization. We are keeping Rubine red as our primary corporate colour, namely as an accent and to make a gradual transition. COLOUR CHART C M Y K R V B WEB # OFFICIAL COLOURS PMS 295C PMS Rubine red C CC0066 ADDITIONAL CORPORATE COLOURS PMS COOL GRAY PMS COOL GRAY CCCCCC PMS 7458C EB4CD 45% 5% 10% 20% 10% 10% 9

10 LOGO MARGIN PROTECTION ZONE In order to effectively emphasize the logo and maximize its impact, sufficient margins that contain no text, designs, pictures or other elements must be left all around it. The minimum width of the margin that must be left around the logo is 1/5 of the size of the logo (20%). 1/5 10

11 2.0 FONTS 11

12 OFFICIAL FONTS PRINTED MATERIALS OFFICIAL FONT GOTHAM The official font used by the organization is Gotham. This font must be used in print documents (advertisements, posters, annual reports, magazines, employee newsletters, etc.). This font includes several variations within its family of characters. Here are a few: GOTHAM LIGHT ET LIGHT ITALIC GOTHAM BOOK ET GOTHAM BOOK ITALIC GOTHAM BOLD ET GOTHAM BOLD ITALIC GOTHAM BLACK ET BLACK ITALIC GOTHAM ULTRA ET GOTHAM ULTRA ITALIC GOTHAM CONDENSED LIGHT GOTHAM CONDENSED BOOK GOTHAM CONDENSED MEDIUM GOTHAM CONDENSED BOLD ELECTRONIC MATERIALS AND DESKTOP PUBLISHING ELECTRONIC PRESENTATIONS Arial must be used as the font in all PowerPoint presentations. WEB Arial must be used as the font on the website and intranet in standard texts that require an HTML data update. However, Gotham is the recommended font for all of the graphic elements on the portal. DESKTOP PUBLISHING Arial must be used as the font in all desktop publishing projects that use a word-processing application (e.g.: text for a letter, a press release, an internal memo). ARIAL REGULAR ET ITALIC ARIAL BOLD ET ITALIC ARIAL BLACK 12