SafeRoad Corporate Design Guidelines. As of April 2015
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1 SafeRoad Corporate Design Guidelines As of April 2015
2 Dear SafeRoader, I am pleased to announce our new SafeRoad Corporate Styleguide. A common design is one of the most visible steps in showing we are one Group. One visual identity strengthens the SafeRoad brand and drives our competitive advantage. By presenting our excellent products and solutions under one umbrella, we really show that we are a strong and important player in the road safety business. It is now up to each one of us to add value to the SafeRoad brand. Following the new guidelines is one way to contribute to this. Seek advice before you start your implementation of the new design and ask for approval before you send anything to print. Doing things twice are expensive and inefficient; therefore, you must make sure that you understand and follow the new Styleguide. Michael Hermansson, CEO
3 Contents Logo 4-11 Typography 12 Colours 13 Graphical elements Business cards 17 Letterheads 18 Envelopes 19 signature 20 PowerPoint presentation 21 Advertisements Marketing Material / Product Information Vehicles Design Interior office sign 31 Building signage 32 Giveaways and merchandising article examples 33 Work clothes 34 Booth design Contact 38
4 Logo The logo drawn to specific standards and must not be recreated or modified in any case! The corporate logo should be reproduced from the master digital artwork, which is available from SafeRoad s intranet. Minimum size not smaller than 4,00 mm for merchandising articles 4,00 mm Use of Registered Trademark If the logo is smaller than 5.00 mm you can delete the (registered trade mark). SafeRoad 4
5 Logo with Payoff Our brand name and our brand promise should be the last words that we leave with our client/customer. Everything that we do and communicate should land in Saferoad, have a safe journey. The payoff is placed under the logo in a clearly defined position and should never be moved under any circumstances. You can download the logo with the attached payoff from the intranet. You must not create you own version. 29,03 mm Minimum size not smaller than 4,00 mm for merchandising articles 4,00 mm 7,92 Pt SafeRoad 5
6 Logo with Payoff Must be used Can be used Not allowed Work wear Cars Envelopes Business cards*) Letterheads x x x PPT, Brochures, product sheets x Advertising material Exterior signage Interior signage Merchandising material x Interior decorations (walls, doors or similar) Websites x x x x x x x Can be used = decide the use of payoff depending on key messages, target groups, type of material. As we do not have a common platform for websites, it depends on how much space the various webtemplates have for logos. If your template allows logo+ payoff you should use it. *) Business cards do not use the logo+payoff. Please see the templates for Business Cards for correct use. SafeRoad 6
7 Digital logo formats Both logo versions are available in these four formats EPS/AI - Preferred file format for high resolution printing TIFF - Next-best file format for high resolution printing JPEG - For online viewing, including websites and e-communications PNG - For PowerPoint and other Microsoft Office applications Other formats may be available depending on intended end use. SafeRoad 7
8 Logo distances General distance There must be a clear space area around the logotype, of a minimum distance equal to the height of the capital S as shown on this page. This rule also applies to the logo with the attached payoff. Please note: It is not allowed to extend the logo with the legal company additive or country at any time. Distance from the edge The logo should never be placed closer to the the edge than a minimum distance equal to the height of the capital S as shown in the bottom of this page. SafeRoad
9 Logo placement Top right/left placement or bottom right placement For cover pages of brochures, catalogues etc. the logo should always be placed in the top right corner. Top left and bottom right placement are alternative positions to be used in product sheets, inside catalogues, business cards etc. SafeRoad
10 Approved logo versions The logo should preferrably be reproduced in grey or white. Black logo /black background should only be used where it is proven necessary, e.g: papers with no colour print and giveaways. Logos can be downloaded from the intranet. Preferred logo versions SafeRoad 10
11 Not approved logo versions RRS SafeRoad 11
12 Typography Helvetica Neue LT Com 65 Medium / 45 Light / 24 Pt 45 Light / 16 Pt 65 Medium / 45 Light / 11 Pt 65 Medium / 45 Light / 9 Pt 65 MEDIUM / 7PT / UPPERCASE / CHARACTER SPACING Medium / 45 Light / 7 Pt Kerning optical Character spacing 0 Line spacing = font size min + 2 pt, max + 5 pt Paragraph left-justified no hyphenation ARIAL / 11 Pt Font for brochures, catalogs and flyers Font for letters, s, power points Headline 1 Headline 1.2 Subheadline 2 Text Medium / Text Light -Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. Text Medium / Text Light - Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. HEADLINE 3 Text Medium / Text Light - Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua. SafeRoad 12
13 PRIMARY COLOURS SAFEROAD DARK GREY Pantone cool gray 11 C CMYK RGB HEX #55565a RAL 7015 SAFEROAD RED Pantone 485 C CMYK RGB HEX #e4231b RAL 3028 SAFEROAD LIGHT GREY HEX #c2c5c9 RAL 7047 Pantone 428 C CMYK RGB Colours Primary colours are part of our main identity and must be used on administration templates, ads and brochure covers. SECONDARY COLOURS SAFEROAD BLUE HEX #0084bb RAL 5012 SAFEROAD YELLOW Pantone yellow C HEX #ffdd00 CMYK RAL 1016 RGB SAFEROAD ORANGE Pantone 1505 C HEX #ec6a05 CMYK RAL 2011 RGB SAFEROAD GREEN Pantone 368 C HEX #76b72a CMYK RAL 6018 RGB Pantone 7460 C CMYK RGB Secondary colour should be used as support colours, where a wider colour range is needed, e.g inside brochures/catalogues and in power points. Saferoad Blue works well with red and grey and it should to a greater extent be used together with the primary colours. For example in screendesign and power points. Please note: RAL colours must be double-checked before use.
14 Graphical elements Arrow and Footer Graphical elements are the small details that really build and strengthen a branding system. They act as a cross-lingual recognition feature and can be used in combination with corporate colours e.g. to structure (product-)information. SafeRoad s graphical profile consists of these two main elements, which we call arrow and footer. These elements are the foundation of the corporate design and give SafeRoad its unique identity. SafeRoad 14
15 Arrow The arrow can be resized to fit different material, however, it must always keep its proportions. Areas of use Front pages for brochures, leaflets and powerpoints Headlines in product sheets, documents or ads. Car design Interior signage Booth design Roll-ups Do not use it on Building signage Workwear Giveaways On cover pages and administrational templates, the arrow should only be used in red (See page 23). For car design, inside catalogues and product sheets exceptions can be done. SafeRoad 15
16 Footer The footer can be resized according to the size of the page, however, it must always keep its proportions. Areas of use In bottom of brochures, catalogues, powerpoints Ads Interior signage Booth design Roll-ups Do not use it on Front pages of catalogues, brochures, leaflets Car design Building signage Workwear Merchandising articles Please note: The footer should mainly be used in the bottom of printed material. For booth and roll-up design it can be used more freely. SafeRoad 16
17 Business cards FirstName Last Name Titel/Positon T M [email protected] Saferoad RRS GmbH Bongard-und-Lind-Straße Weroth GERMANY 9 Pt Helvetica Neue LT Com 65 Medium 7 Pt Helvetica Neue LT Com 45 Light 9 Pt 6 Pt Helvetica Neue LT Com 65 Medium7 / 45 Light saferoad.com Helvetica Neue LT Com 65 Medium Recommended paper: 300 g/m 2 matt writable and stampable Standard sizes: 85 x 55 and 90 x 50 mm Standard InDesign templates are available on SafeRoad s intranet. If special adjustements due to national standards are required, please contact marketing for new templates. SafeRoad 17
18 Saferoad RRS GmbH Landshuter Straße Berlin Letterheads Basic Font: ARIAL / Regular / Bold / 11 Pt The letterhead templates is a guidance to how it should look. The address field can be adapted to national requirements/standards. Placement of logo and URL must not be changed. URL must be changed according to local URLs. You can download templates for letterheads on SafeRoad s intranet. Saferoad RRS GmbH Sales International Landshuter Straße Berlin GERMANY T F [email protected] Management Peter Lind, Wolfgang Finkel, Manuel Garaboa, Dirk Schönauer Headquarters Bongard-und-Lind-Straße Weroth Amtsgericht Montabaur CR VAT Reg. DE Tax ID 30/650/1703/8 Nordea Bank Frankfurt IBAN DE BIC NDEA DE FF XXX saferoad.com SafeRoad 18
19 Envelopes Saferoad AS Pb 34, N-6151 Ørsta. saferoad.com Saferoad AS Pb 34, N-6151 Ørsta. saferoad.com Bottom of envelopes can be changed according to national requirements. Never change the placement of the logo. Envelopes can also be produced in different formats and with / without window. Saferoad AS Pb 34, N-6151 Ørsta. saferoad.com SafeRoad 19
20 signature Mit freundlichen Grüßen/Best regards Font: ARIAL / Regular / Bold / 11 Pt FirstName LastName Titel/Position Embed the logo in the signature. Legal Company Name Street Nr 1 ZIP City COUNTRY Please download template on the intranet and see instructions on how to add it to your signature. T +49 (0) F +49 (0) [email protected] According to national standards there might be changes or content to be added. Additional text should be placed under the standard signature. > saferoad.com SafeRoad 20
21 PowerPoint presentation SafeRoad 21
22 Advertisements Design and size of ads depend on key message, target groups and type of media. On the following pages you will see examples of ad design. These can be used as guidance. Use the graphical elements if applicable. Always use the logo with the payoff. MEET US AT BOOTH Lorem ipsum dolor sit amet, consectetur adipiscing elit. In a orci cursus, finibus justo et, rhoncus elit. Nullam convallis eros non diam posuere laoreet. Nunc fringilla pretium Ga. Ra doloreperum is ute dis qui assum sum velibus. Ga. Ra doloreperum is ute dis qui assum sum velibus. Ga. Ra doloreperum is ute dis qui assum sum velibus. saferoad.com saferoad.com saferoad.com Company Name Street name zip City mail/telephone SafeRoad 22
23 Löv Cykelställ Public Bike Repair Stand Advertisements CITY Road restraint systems Traffic management HÅLLBAR DESIGN Street furniture Smekab Cyklism - Safe & Simple Smekab producerar och marknadsför produkter för Lighting columns Traffic management Noise protection Street furniture Citis ut est, quia doluptas consequid quam venditio ium receprae omnihilicia con nonsenim Road restraint systems Lighting columns Noise protection Street furniture Citis ut est, quia doluptas consequid quam venditio ium receprae omnihilicia con nonsenim avspärrning, cykel miljö och möblering i offentlig miljö. Vi drivs av att skapa säkra, funktionella och bekväma miljöer där människor färdas och vistas. Våra produkter står att finna överallt och de är gjorda för att tåla daglig användning. Därför ställer vi höga krav på hållbarhet, funktion och estetik. accuptae. Catia dicium alique et ut et, excest, tem repedip sandandias et aut offictatas pel Road restraint systems Lighting columns Traffic management Noise protection accuptae. Catia dicium alique et ut et, excest, tem repedip sandandias et aut offictatas pel Citis ut est, quia doluptas consequid quam venditio ium receprae omnihilicia con nonsenim accuptae. saferoad.com Catia dicium alique et ut et, excest, tem repedip sandandias et aut offictatas pel saferoad.com saferoad.com saferoadsmekab.se SafeRoad 23
24 smekab.se vagbelysning.com Marketing Material / Product Information Cover pages Examples of frontpages Street furniture Safe, functional, comfortable and well-designed systems Road restraint systems Guardrails, crash cushions, bridge parapets, mobile barriers and pedestrian guardrails Lighting Columns Street lighting, Decorative columns, Passive safe lighting columns, High masts Lighting columns Signage Road Marking Street and park furniture Decorative columns, passive safe lighting columns, street lighting and high masts Gantries, traffic signs, variable message signs, signposts and masts Full- service partner in road marking Safe, functional, comfortable and well-designed systems SafeRoad 24
25 Marketing Material / Product Information Inside product catalogues - examples Example of pages in a sign catalogue SafeRoad 25
26 Crashguard V2700 D2 Z3 B SafeEnd P4 x1/y1 Z1 B Crashguard V 2700 CA. 6,50 m 0,76 m CA. 1,10 m CA. 2,70 m DATI TECNICI DATI TECNICI Velocità massima di impatto (km/h) 110 ASI 1.10 Larghezza del sistema (m) 1.10 / 2.70 Larghezza del sistema (m) 0.24 Altezza del sistema (m) 0.76 Altezza del sistema (m) 0.65 Lunghezza del sistema (m) 6.50 Struttura del sistema struttura a V Saferoad RRS GmbH Saferoad RRS GmbH Lunghezza del sistema (m) Barriera di sicurezza» Attenuatori d urto e terminali SafeRoad 26
27 Vehicles Design SafeRoad has many types of vehicles, in many colours. We cannot define an exact placement or rule, as it always depends on the type of vehicle. However, the logo, payoff and arrow must always be part of the vehicle design. saferoad.com On the next pages you will find examples of how car design can be solved. Please contact SafeRoad Marketing Group when you need to do a redesign. They will guide you to the best alternative. SafeRoad saferoad.com 27
28 Vehicles Design SafeRoad 28
29 Vehicles Design SafeRoad 29
30 Vehicles Design SafeRoad 30
31 Interior office sign First Lastname Title The office sign can be resized according to the size of the sign holders. Indesign template is available via SafeRoad s intranet. SafeRoad 31
32 Building signage No graphical elements should be used on building signage. Use only the logo in white, grey or black depending on the colour of the building. Size must also be adjusted according to the building. SafeRoad 32
33 Giveaways and merchandising article examples SafeRoad 33
34 Work clothes To ensure visibility of the logo on work clothes, always place the logo on the back on the left chest left arm. On helmets it should be place in the front. SafeRoad 34
35 Booth design For booth design you can use the graphical elements and colours more freely, as the size of the booth and target groups vary. If you need advise please contact SafeRoad Marketing Group saferoad.com SafeRoad 35
36 Roll-up Design exampels SafeRoad 36
37 Roll-up Design exampels Road Marking Tapes Yol boyama çizgi bantları Дорожная разметка ленты saferoad.com Stationary Guardrails Otokorkuluklar Зафиксированное защитное ограждение saferoad.com SafeRoad 37
38 Contact All design and print material must be approved by responsible persons: SafeRoad AS SafeRoad Production & Sourcing SafeRoad Nordics SafeRoad Norway Responsible persons Berit-Cathrin Høyvik Communication Consultant Saferoad AS M [email protected] SafeRoad Nordics Jeppe Svendsen Marketing manager Daluiso A/S T [email protected] SafeRoad Europe Alexandra Decker Head of Corporate Communications Marlen Mertens Graphic designer Saferoad RRS GmbH M [email protected] Saferoad RRS GmbH T [email protected] SafeRoad 38
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