Basic Graphic Standards

Transcription

1 Basic Graphic Standards

2 Introduction/Contents Our Name As our emergence as a standalone company approached, one of the most anxiously anticipated announcements has been that of our new name Nexteer. Months of exhaustive research by Perich Advertising + Design, a nationally recognized branding firm, led us down the road to this distinctive name. Next, next steer, next year. All visionary terms present in our name all emblematic of Nexteer s spirit. Perich surveyed customers and conducted focus groups to help arrive at the Nexteer name, one that will help us make our mark on the automotive marketplace. Selecting a new logo was an equally important decision. We believe that incorporating a stylized road image in the bold logo perfectly complements our new company slogan: Ahead of the curve. Our Brand Identity Nexteer s new name and logo may be built on more than a century of steering innovation and expertise, but they now represent everything we do moving forward in the eyes of our customers, our competitors, the media and the community at large. That means as we grow our business and expand our opportunities globally, it is imperative that we represent ourselves proudly as one company, presenting a unified image and speaking with a single voice. Corporate Logo Acceptable Sizes 3 Corporate Lockup Acceptable Sizes 4 Space Requirements 5 Colors 6 Backgrounds 7 Misuse 8 Fonts 9 Letterhead 10 Envelopes 11 Mailing Labels 11 Business Cards 12 Exterior Signs 13 Interior Signs 14 Electronic Content 15 Our name and logo are the primary voices of our identity and reputation. Consistent presentation, including logo placement, color and image selection and word usage, will contribute to building and protecting the Nexteer brand in all of our visual communications. The standards presented here will help you develop strong materials that will bring a consistent image to the market. This guide also includes a CD (see inside back cover) containing the Nexteer logos and lockups in commonly used formats, a PowerPoint template, letterhead template and a PDF version of this guidebook. The effectiveness of these tools and their ability to build and preserve the Nexteer brand identity depends upon the extent to which they are used in our daily work. Ensuring all materials follow these standards will help build, strengthen and preserve our reputation and brand a goal that is of great concern to us all in today s competitive marketplace. Of course, these guidelines cannot anticipate every contingency, and some judgment calls will be necessary. This manual will be updated as necessary to provide the proper tools to continue presenting a unified Nexteer brand. In the meantime, if you have questions or concerns not covered here, contact Nexteer Communications and External Affairs.

3 Corporate Logo Acceptable Sizes A corporate logo is one of the most visible components of a brand, and its consistent and appropriate use is vital to maintaining the integrity of the brand. Nexteer possesses two primary corporate logos. The most commonly used logo should include the AUTOMOTIVE descriptor. It is, however, acceptable to use the second logo in cases where the application may be viewed by a non-automotive market audience or if otherwise deemed inappropriate. In any case, the word AUTOMOTIVE should never be translated. Corporate Logo Corporate Logo Without AUTOMOTIVE Whichever Nexteer logo is selected, it is preferred it appear in Nexteer Red (see page 6), unless used in a non-color print application, in which case it may be black. The logo may also be reversed out white on a solid color background (see page 7). Selecting Logo Size: When selecting a logo size for a given application, the most important consideration is ensuring the logo is legible and the size will not compromise print quality. The following should be considered guidelines, but are not intended to cover all scenarios. If you have a question or concern about logo size, contact Nexteer Communications and External Affairs. For most print material, including brochures, flyers, forms, stationery and business cards, the minimum logo width is 1-1/4" (31.75 mm). For large scale applications, including flags, banners, fleet identification graphics and signage, the minimum logo width is 12" (30.4 cm). Note: Size selection may be impacted by open space requirements (see page 5). Minimum Logo Size 1-1/4" (31.75 mm) 1-1/4" (31.75 mm) 3

4 Corporate Lockup Acceptable Sizes This alternative Nexteer corporate logo with tagline (known as a lockup ) is acceptable in situations where it is desirable to convey the official corporate tagline, ahead of the curve, e.g., in print advertisements or promotional materials. The tagline can appear above the primary logo element (version A), or just to the left (version B) as indicated below. Typically the logo element is Nexteer Red while the tagline is black, but when limited to a one-color reproduction and the lockup option is desired, all elements may be black. Lockups in commonly used formats are included on the CD contained at the end of this guide. Selecting Lockup Size: When selecting a lockup size for a given application, the most important consideration is ensuring the lockup is legible and the size will not compromise print quality. The following should be considered guidelines, but are not intended to cover all scenarios. If you have a question or concern about lockup size, contact Nexteer Communications and External Affairs. For most print material, including brochures, flyers, forms, stationery and business cards, the minimum lockup width is 1-9/16" (39.69 mm) (version A) or 2-7/16" (61.91 mm) (version B). For large scale applications, including flags, banners, fleet identification graphics and signage, the minimum lockup width is 13-3/4" (34.93 cm) (version A) or 21-1/8" (53.66 cm) (version B). Note: Lockup size may also be impacted by open space requirements (see page 5). Version A Lockup With Tagline Minimum Lockup Size 1-9/16" (39.69 mm) Version A Lockup With Tagline and Without AUTOMOTIVE 2-7/16" (61.91 mm) Version B Lockup With Tagline Version B Lockup With Tagline and Without AUTOMOTIVE 4

5 Space Requirements Open Space To draw as much attention as possible to the logo (or lockup), there must be a minimum amount of clear space between the logo/lockup and any other graphic elements, images or copy by a minimum amount. This amount of open space grows and shrinks (is variable) based on the height of the letters xt (labeled xt in the diagrams below). Whenever possible, use more than the minimum required open space to enhance the element s visibility and legibility. xt xt xt xt xt xt 5

6 Colors Primary Colors A distinctive color palette is an effective communications tool, and an important component of Nexteer's visual identity system. The two primary colors, taken directly from the Nexteer logos, are black and Nexteer Red. These colors should be used as accents and on theme lines in most Nexteer collateral. These Nexteer secondary colors can be used in conjunction with materials associated with the indicated product line: Steering Gears Nexteer Aqua Process C70 M30 Y35 K5 Pantone 5483 RGB R79 G141 B151 Intermediate Steering Shafts Nexteer Blue Process C70 M45 Y15 K0 Pantone 646 RGB R87 G129 B174 Nexteer Red Process C11 M100 Y85 K2 Pantone 186c RGB R86 G10 B15 Black Process C0 M0 Y0 K100 Pantone Process Black RGB R0 G0 B0 Steering Pumps and Hoses Nexteer Brown Process C20 M50 Y85 K5 Pantone 7510 RGB R203 G143 B66 Secondary Colors A palette of secondary accent colors enhance the depth and energy of Nexteer s printed materials. These colors have been carefully selected to complement the primary color palette and are not intended to serve as a substitute for the primary colors. They can be applied sparingly to backgrounds, supporting graphics and images where appropriate. Electric Steering Nexteer Green Process C65 M25 Y100 K10 Pantone 576 RGB R102 G142 B60 Constant Velocity Joints Nexteer Orange Process C5 M35 Y100 K0 Pantone 143 RGB R239 G170 B35 Different Percentages of Black Process C0 M0 Y0 K100 plus percentages Pantone Black plus percentages RGB R0 G0 B0 plus percentages Steering Columns Nexteer Yellow Process C0 M15 Y80 K0 Pantone 122 RGB R253 G212 B79 Emerging Technologies Nexteer Metallic Process C47 M37 Y36 K2 Pantone 877 RGB R147 G146 B149 Example of Nexteer Graphic at 5% Black This graphic represents one of the many different variations that can be applied using a percentage of black. For additional guidelines on applying the color palettes to specific materials, including advertisements, brochures and product profile sheets, contact Nexteer Communications and External Affairs. 6

7 Backgrounds Nexteer logos and signatures may be applied only to a white or solid color background (but only colors within the Nexteer color family. see page 6). Never place a Nexteer logo or lockup over color not within the Nexteer color family, images, illustrations, graphics or other background. Special backgrounds for outside signage or embossing and debossing items may be acceptable under certain conditions. These applications should be approved by Nexteer Communications and External Affairs. Nexteer Red on White Background Black on White Background As always, when selecting a background the primary consideration is legibility. This is especially true when considering a gray background. Note that a 50% black background may make a logo difficult to see, and should be avoided. White on Black Background Nexteer Red and White on Black Background Nexteer Red on 30% Black Background Nexteer Red on 70% Black Background 7

8 Misuse Do not use colors other than black or Nexteer Red in a Nexteer logo or lockup. (White is acceptable on a solid color.) Do not place a Nexteer logo or lockup on a background color outside the Nexteer color family. Do not reposition elements of a Nexteer logo or lockup. Do not place a Nexteer logo or lockup on a patterned background. Do not resize any logo or signature element from its original proportional relationship. Do not place a Nexteer logo or lockup on a photograph or other graphic element background. Do not rotate the complete logo or lockup or any of its elements. 8

9 Fonts Fonts can be used to great effect to portray a distinct brand personality and character. Nexteer uses Univers, a popular sans serif font, as its primary corporate typeface. This font should be used on all print and electronic materials. Any style or weight found within the Univers family may be used. Note: If Univers is not available, acceptable substitutes include: Helvetica Arial Example of Univers Condensed 10 pt. Example of Univers Condensed Oblique 10 pt. Example of Univers Bold 14 pt. Example of Univers Bold Oblique 14 pt. Example of Univers Condensed Bold 18 pt. Example of Univers Black 21 pt. Example of Univers Extra Black 25 pt. Example of Univers Ultra Condensed 25 pt. Example of Univers Bold 44 pt. 9

10 LETTERHEAD Each time a letter or memo is released on Nexteer letterhead, it provides an opportunity to reinforce the Nexteer brand. Standard Nexteer letterhead is preprinted in color, or templates are available on the CD included in this guide in standard and A4 formats. When printing letterhead from a template, the letter should be printed in color on white paper only. Nexteer letterhead includes the primary corporate logo in Nexteer Red and the road curve in 5% black. Follow the guidelines below for location of the elements of a standard business letter. Note the address block in the lower left that can be edited based on the specific location of the sender. xt Month 1, 2008 Addresee s Name Business Name Street Address City, State ZIP Code Dear Mr./Mrs. Addressee, This is an example of a business letter set in a format compatible with the Nexteer letterhead design. Align the date, addressee information and body of the letter with the left margin as established by the letters xt in the primary corporate logo. All business letters should be written in 10, 11 or 12 point Univers Condensed, single line space. Start the date 12 single return lines from the top of the letterhead for standard and A4 stationery. Allow two to four lines of space between the date and address block, depending on the length of the letter, and one line space above and below the salutation. Do not indent at the beginning of paragraphs, and always skip one line between paragraphs. There should be only one space after a period before the beginning of the following sentence. Allow one line space between the last paragraph and the complimentary close and signature block. Then skip four or five lines between the closing and the sender s typed name to allot enough room for the sender s signature. Sincerely, Sender s Name Nexteer Automotive 3900 Holland Rd. Saginaw, MI I I United States Tel: I Fax:

11 Envelopes/Mailing Labels Envelopes Standard preprinted #10 envelopes should follow the format indicated. Nexteer envelopes include the primary corporate logo and road curve in 5% black, with return address information printed on the flap. The position of these elements is the same for all size envelopes. When addressing an envelope, begin typing the recipient s name or businesses name in the center of the envelope. All typography is set flush left. Mailing Labels Standard preprinted mailing labels should follow the format indicated. Nexteer mailing labels include the primary corporate logo and return address in the upper left, with the road curve in 5% black in the lower right. The position of these elements is the same for all sizes. When addressing a mailing label, begin typing the recipient s name or businesses name in the center of the label. All typography is set flush left. Nexteer Automotive I 3900 Holland Rd. I Saginaw, MI I I United States Envelopes Mailing Labels 11

12 Business Cards Standard Business Card The standard Nexteer business card includes the primary corporate logo, road curve in 5% black and space for the employee name, title, functional area and contact information. 12

13 Exterior Signs As one of the first items visitors to Nexteer sites will notice, signage is a vital component of any plan to portray a consistent brand image. Nexteer has developed these standards for the creation of exterior signage at all its facilities. Exterior Directional Sign A typical exterior directional sign is shown measuring 10-1/4 " x 3' (.26 m x.91 m). The height of the letters in the location name is 3" (7.5 cm) and appears in Univers 65 Bold font. Main Ground Monument Sign A typical ground monument sign is shown with a 3' 7" x 14' 4" (1.09 m x 4.37 m) cabinet. Typical height for a monument sign concrete pedestal is 2', 3' or 4' (.61 m,.91 m or 1.22 m). The height of the letters in the location name is 4" (10.0 cm) and appears in Univers 65 Bold font. WORLD HEADQUARTERS SHIPPING/RECEIVING Main Ground Mount Sign A typical ground mount sign is shown with a 5' x 20' (1.83 m x 7.32 m) cabinet. Typical height for a main ground mount sign is 15', 20', 25', 30' or 35' (4.57 m, 6.10 m, 9.14 m or m). The height of the letters in the location name is 6" (15.0 cm) and appears in Univers 65 Bold font. WORLD HEADQUARTERS 13

14 Interior Signs Main Wall Sign A typical main wall sign is shown with a 5' x 20' (1.52 m x 6.10 m) cabinet. The height of the letters in the location name is 6" (15.0 cm) and appears in Univers 65 Bold font. Interior Sign A typical interior sign is shown measuring 1' 8" x 8" (.50 m x.20 m). The height of the letters in the location name is 2" (5.0 cm) and appears in Univers 65 Bold font. SHIPPING/RECEIVING ADMINISTRATION AND ENGINEERING 14

15 Nexteer Automotive 3900 Holland Rd. Saginaw, MI Tel: Fax: Nexteer Automotive Form No. [XXXX]