Our brand GUIDELINES AND STANDARDS

Transcription

1 Our brand GUIDELINES AND STANDARDS

2 Introduction Welcome to the Vitamix Brand Guide. These guidelines have been created to ensure our Vitamix brand and all primary graphic elements are correctly and consistently represented across all marketing applications. Adherence to these guidelines maintains the integrity of our brand. The resulting perceptions reinforce Vitamix as the market leader in the blending industry. Abridged version: current as of 5/2012 Contents Anatomy and Color...4 Clear Space... 5 Minimum Size... 5 Incorrect Usage Alternate Colors for Logo... 8 Writing Our Name in Text...9

3 Vitamix Brand Guide Anatomy and Color Our Vitamix logo is composed of 2 main elements; the vortex, and the Vitamix wordmark - both of which are legally protected. Because our logo is unique, we can not allow it to be re-drawn, modified, added to, or distorted in any way. Always use the electronic artwork that has been specially created for our brand. Vortex Wordmark Clear Space A minimum amount of clear space must surround our Vitamix logo to ensure that it is legible and instantly recognizable. The clear space is defined by the height of the vortex. Do not put graphics, typography, or other elements in this clear space. Use this clear space measurement when placing our logo near the edge of a document, or other graphic elements. This is the preferred representation of our Vitamix logo. This version should be used whenever possible to maintain a consistent brand presence. All values are from: Pantone Plus Series Color Bridge Coated First Edition Printing. CMYK values are listed for use when projects do not allow for printing Pantone colors. RGB values are listed for electronic media, such as PowerPoint presentations. HTML (HEX) values are listed for Web use. PMS Cool Gray 7 C PMS 186 C C 20 R 151 HTML M 14 G 153 (HEX) Y 12 B B K 40 C 2 R 200 HTML M 100 G 16 (HEX) Y 85 B 46 C8102E K 6 Minimum Size Proper logo size is vital in maintaining readability. Our logo should never appear smaller than 1 inch (2.54 cm) wide. The registration symbol on the vortex is not necessary when the logo is being used at it s minimum size. 1.0 in / 2.54 cm Print (300 dpi) 72 px Web (72 dpi) Note: The colors shown on this page and throughout the manual have not been evaluated by Pantone Inc. for accuracy and may not match the PANTONE Color Standards. Please consult the Pantone Matching System (PMS) color chip (as indicated) or the four-color process values for the exact hues. PANTONE is a registered trademark of Pantone, Inc. 4 5

4 Vitamix Brand Guide Incorrect Usage It is important to use our Vitamix logo as outlined on the previous pages. The examples below illustrate a number of incorrect uses and are not intended to be a complete list. Never apply these examples....incorrect Usage, continued from previous page Do Not alter proportions Do Not add words Do Not alter language Do Not alter color Do Not extract elements Do Not alter composition ß ß- ß ß- Do Not alter wordmark font Do Not alter capitalization Do Not apply drop shadow Do Not reproduce logo Do Not reverse logo on Do Not place black logo on with a tint too light a background too dark a background Do Not fill background Do Not tilt, angle or Do Not alter fill areas with pattern or texture or transform or outline elements Do Not reproduce smaller Do Not Attempt to create a Do Not modify logo with than minimum size pattern with the logo a tagline Do Not mix colors Do Not apply any modifiers Do Not alter shape Do Not modify logo with your Do Not reproduce on a busy Do Not add hyphen to logo name or your company name background or pattern 6 7

5 Vitamix Brand Guide Vitamix Brand Guide Alternate Colors for Logo The following are alternative representations of our Vitamix logo. It is critical that we maintain contrast between the vortex and the wordmark. Writing Our Name in Text Whenever the word Vitamix appears in published materials it must be accompanied by the appropriate corporate trademark copyright protection. On the first or most prominent use, the word Vitamix must be legibly accompanied by a registration mark (a superscript circle R ). It is not necessary to use the registration mark on each repeated use of the word Vitamix on a given page, article or advertisement. 2-Color Wordmark: PMS Color Wordmark: 100% Black When the word Vitamix is used in text (such as this paragraph), it must use the same typeface, style and color as the rest of the text. Do not use the Vitamix logo in body copy, headlines, or slogans. Because Vitamix is a proper noun, always use a capital letter V followed by lower case letters when writing the word. The only exception is when the Vitamix name is used in an or web address and all letters are lowercase. The Vitamix name should never be abbreviated in any way. Correct Usage Incorrect Usage Welcome the Vitamix Brand Guide Welcome to the Brand Guide employee@vitamix.com Welcome to the VITAMIX Brand Guide Welcome to the vitamix Brand Guide Welcome the VM Brand Guide Welcome the Vitamix Brand Guide 2-Color Wordmark: PMS Color Wordmark: White Use Vitamix only as a proper noun, or a proper adjective. Don t use Vitamix in a way that suggests a common, descriptive, or generic meaning. Never use Vitamix as a verb, or in the plural or possessive form. Correct Usage Incorrect Usage All values are from: Pantone Plus Series Color Bridge Coated First Edition First Printing. CMYK values are listed for use when projects do not allow for printing Pantone colors. RGB values are listed for electronic media, such as PowerPoint presentations. HTML (HEX) values are listed for Web use. 40% Black C 0 R 167 HTML M 0 G 169 (HEX) Y 0 B 172 A7A9AC K 40 PMS 186 C C 2 R 200 HTML M 100 G 16 (HEX) Y 85 B 46 C8102E K 6 Vitamix as a proper noun Vitamix as a verb Vitamix redefines the commercial blender category. Ad your ingredients and Vitamix it. Vitamix as a proper adjective Vitamix plural Vitamix machine 12 Vitamixes Vitamix smoothie 12 Vitamix machines Vitamix possessive Vitamix machine s power Vitamix s power Note: The colors shown on this page and throughout the manual have not been evaluated by Pantone Inc. for accuracy and may not match the PANTONE Color Standards. Please consult the Pantone Matching System (PMS) color chip (as indicated) or the four-color process values for the exact hues. PANTONE is a registered trademark of Pantone, Inc. 8 9

6 Vita-Mix Corporation 8615 Usher Road Cleveland, Ohio U.S.A. vitamix.com 2012 Vita-Mix Corporation 5/2012