Brand Identity Guide REVISED 11/2012
Every day, for nearly three decades, Summa has delivered the world s highest-quality cutters and printers without compromise. We will never stop looking for the next innovative, precision product for the printing, outdoor advertising, vehicle graphics, and signmaking industries. Never stop listening to what our customers want for their businesses. Never stop delivering premier customer service alongside legendary performance. Corporate identity is one of the key building blocks underlying a company s marketing and communication structure. Establishing a strong and instantly recognizable identity for a company can only be achieved through the correct and consistent application of its logo. Summa s logo has been developed to embody Summa s sterling reputation as a world-class leader committed to elevating the printing and graphics industries. introduction This manual was designed to help implement proper usage of Summa logo so as to establish a cohesive company image and reflect a polished, professional style. Accepted examples of the Summa logo are provided, as well as recommended fonts, color combinations and general usage guidelines. This guide provides details into the visual elements which constitute the Summa brand. Summa s brand identity is rooted in the consistent use of a few basic elements. When these elements are used correctly, the Summa brand radiates strength, innovation and quality, core foundations of the company. Fueling the Summa brand is an unwavering commitment to delivering the highest levels of product quality while enabling our customers businesses to succeed by helping them get the most out of their Summa equipment. Identical to the physical emblems featured on Summa equipment, the contemporary Summa logo is the cornerstone of the Summa brand and reflects the precision and legendary performance infused into every Summa product. Original logo elements were retained in order to retain continuity and further represent the tradition of excellence gained from three decades of industry experience. A registered trademark symbol appears in the upper right area outside of the logotype. Do not manipulate or remove the symbol without prior approval from Summa Marketing. If there are any questions about how to use any of the brand elements or if additional information is necessary, please contact Royce Owen, Director of Marketing, at 1-800-527-7778 ext 106 or send an email to royceo@summa.us. 2
The chrome oval logo is the default logomark for use in the vast majority of circumstances. The single-color vector oval logo is designed for instances using a limited color palette or for when a single spot color logo is preferable, such as offset printing or embroidery. The traditional Summa logotype may be used if spacing and size considerations do not suit using the oval logo, such as on stationary or forms. Logos for use on white or light backgrounds The main version of the Summa oval logo features a small glint along the outer ring of the oval. This version may be used only on black or dark backgrounds. A black-and-white vector oval logo may be used in dark background instances which feature spot printing, a limited color palette, or a small logo area. A white version of the traditional Summa logotype may be used on dark backgrounds if spacing and size considerations do not suit using the oval logo. Logos for use on black or dark backgrounds brand signatures 3
size & spacing Clear space area for the Summa logo: In order to effectively size and space graphics and other textual elements proportionally to the corporate signature, it is important to ensure these elements are kept an optimal distance from the Summa logo. The dotted lines in the above diagrams illustrate the approximate distance to maintain when using the Summa logo marks. Bear in mind, the dotted lines are merely minimum guidelines. In some situations, it may be beneficial to have considerably more room for the logo and other visual elements. The Summa brand often relies heavily on the use of negative space to provide a visually striking counter-balance to the dynamic imagery and product shots featured throughout Summa marketing campaigns. The Summa logo is usually best when placed near any of the corners of a design, although a centered position may be more suitable under certain circumstances. Size is another important consideration. The logo is most effective when sized proportionate to other elements within a design. Care should be taken to avoid overpowering other aspects of the design. 4
Dos and Don t s: The following illustration demonstrates both correct and incorrect renderings of the Summa brand. While not every possible scenario is covered, one should be able to formulate a general idea of what is considered acceptable use. Getting it wrong Getting it right (Only use approved colors for the logo) (Never add strokes or borders around the logotype) (Refrain from using artistic filters on the logo) (Avoid stretching or distorting the logo) (Do not rotate or angle the logotype) (Never place the logo on a visually active graphic or field) Summa (Do not use any other typeface for the logo) logo usage 5
One of the greatest distinguishing features of the Summa brand is the use of a vibrant blue amidst sophisticated neutral tones. Although no longer used for the actual logotype, Pantone 3005 blue forms an essential part of the company s brand identity and heritage. Over the last several years, the use of Summa s blue has evolved into a less-is-more approach. When Summa blue is used sparingly and skillfully combined with white, black and various greyscale tones, a distinct style is created which is easy to use yet powerful through its simplicity. PANTONE 3005 C 100 M 34 Y 0 K 2 #0081C6 R 0 G 129 B 198 PANTONE Process Black C 0 M 0 Y 0 K 100 #000000 R 0 G 0 B 0 Process Black 90% C 0 M 0 Y 0 K 90 #313131 R 49 G 49 B 49 colors Process Black 70% Process Black 17% C 61 M 53 Y 52 K 23 C 19 M 15 Y 16 K 0 #616161 #CCCCCC R 97 G 97 B 97 R 204 G 204 B 204 6
Summa regularly employs three different typefaces throughout company marketing materials, advertising and websites. Each typeface is used for particular aspects, such as headings, body text, and smaller print. Myriad Pro The Myriad Pro typeface is the most widely used of all the Summa fonts. Main headings, body text and product copy are the most frequently-used instances. Although not every font within this typeface family suits the Summa image, commonly-used variations are the condensed, semi-bold condensed, regular, bold and bold condensed. Adobe Garamond Pro Adobe Garamond Pro is the typeface used for secondary headings, company slogans and product taglines. Even though Summa uses mostly modern, san-serif fonts, the subtle serifs of Adobe Garamond Pro adds a touch of elegance when not overdone. Helvetica Helvetica is used for websites, smaller print and the occasional circumstance where a third typestyle is desired. A condensed, faux italic Helvetica is regularly used for phone number information and website addresses. When designing for the web, Arial or Microsoft sans-serif can be substituted. M+ 1c M+ 1c is a precise and modern typeface suitable for its high legibility and contemporary styling. This typestyle may be used for as a secondary alternative to the other Summa typefaces. typefaces 7