CORPORATE IDENTITY MANUAL

Transcription

1 CORPORATE IDENTITY MANUAL Version 1.0 july 2015

2 LOGO These guidelines define the basic elements of the Onyx Beacon brand. There are very few rules but please take the time to read and understand how they work, and how they can be used together to ensure a fresh and vital brand identity. It s crucial that the brand appears correctly and consistently in every communication.

3 LOGO Standard and alternate version Standard version positive negative The Onyx Beacon logo consists of two elements the Onyx Beacon symbol and the Onyx Beacon wordmark. In the positive versions, the logo appears in Onyx Beacon Black. In negative versions, the logo is reversed out of the badge in Onyx Beacon black. The Onyx Beacon logo is a unique piece of artwork. The proportion and arrangement of the symbol and wordmark have been specifically determined. The logo should never be typeset, recreated or altered, which could cause inconsistencies that dilute the impact of the brand s power. Onyx Beacon Symbol Wordmark Alternate version positive negative Onyx Beacon Symbol Wordmark

4 LOGO Area of isolation The Onyx Beacon signature must always be surrounded on all four sides by a clear spaceof at least 2X, where X equals the distance between signature and wordmark. This is the minimum distance to place any other graphic element or type to ensure readability. Minimum size The Onyx beacon logo retains its visual strength ina wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished. The minimum size of the logo for print should not be reproduced in a size smaller than 1"in width for the standard logo, 1.5"in width for the alternate logo. 1 (2,54 cm) 1,5 (3,8 cm)

5 LOGO Background control In situations where the Onyx Beacon corporate signature is placed on a textured background or photographic image, there must be sufficient contrast between the logo and the background to ensure readability and impact. The background must not be visually busy in the area behind the logo. Incorrect use of the Onyx Beacon logo compromises its integrity and effectiveness. The examples of logo misuse are not comprehensive; they are only a small sample of possible misuses of the Onyx Beacon logo. To ensure accurate, consistent reproduction of the Onyx Beacon logo, never alter, add to, or attempt to recreate it. Always use the approved digital artwork, available from Onyx Beacon Marketing (

6 COLORS & PATTERNS The Onyx Beacon brand identity is strengthen by the color palettes and patterns.

7 COLORS & PATTERNS Primary colors The primary colors of the Onyx Beacon color palette are strong and straightforward. They represent the core of the brand using the very minimum number of colors. The consistent representation of these core colors help reinforce the distinctiveness of the brand. PANTONE 368 C C72 M65 Y65 K72 R34 G34 B34 Web PANTONE 3252 C C63 M0 Y29 K0 R28 G207 B201 Web 4bc2c1 C0 M0 Y0 K0 R255 G255 B255 Web FFFFFF Expanded color palette We ve developed an expanded color palette that extends our personality beyond Onyx Beacon black, and it allows flexibility in brand communications where either regional, cultural or product distinction is warranted. PANTONE 425 C C65 M56 Y53 K29 R85 G87 B89 Web 58595b PANTONE 4655 C C24 M43 Y57 K1 R194 G148 B115 Web 7f84bc PANTONE 7486 C C28 M0 Y54 K0 R189 G224 B147 Web 7f84bc

8 COLORS & PATTERNS Crystal Inspiration There are two patterns in Onyx Beacon graphic palette: Crystal, Line both inspired from technological advance. The patterns can each be applied in a number of ways to create tone-on-tone effects to bring additional visual interest. The Crystal pattern, which references momentum and technological advantage, is preferred for applications that feature more atmosphere and less copy. The Line pattern is flexible and appropriate for a variety of communications. It suggests speed and fluidity. Line The Onyx patterns are templates and should not be recreated. To obtain these templates, please contact Onyx Beacon Marketing.

9 COLORS & PATTERNS Proportion and cropping Macro Micro

10 COLORS & PATTERNS Application 1. Background color 2. Pattern 3. Overlay elements - the pattern is around 10% brighter or darker than the background color % +10%

11 TYPO- GRAPHY As with our logo, consistent use of our corporate typeface Helvetica Neue reinforces Onyx Beacon brand identity.

12 TYPOGRAPHY Primary typeface There are several reasons why we ve chosen Helvetica Neue for our primary typeface. Strong yet friendly, it helps us communicate ideas in a straightforward, confident manner. Its openness and geometry make it highly legible. And it s available in roman and italic, and in several weights, allowing maximum flexibility. So please refrain from using other versions of the font. Helvetica Neue Regular Ultra Light ABCDEFGHIJLMNOPQRSTUVWXYZ Bold Light Italic Alternate typeface In the case of Word documents or Power- Point presentations, the Verdana font may be used if the Hevetica Neue font is unavailable. Verdana Regular Italic Bold

13 2015 Onyx Beacon Ltd. Cluj-Napoca, Romania Phone: Graphic design: TihamerTorok.com