BRAND IDENTITY GUIDELINES NOVEMBER 2017

Size: px

Start display at page:

Download "BRAND IDENTITY GUIDELINES NOVEMBER 2017"

Paula Rogers
5 years ago
Views:

1 03 BRAND IDENTITY GUIDELINES NOVEMBER 2017

2 CONTENTS Page 03 Colors What CMYK, RGB & Hex color values are mandatory or to be achieved when printing? Page 04 Color Variants When should which color variant be used? Page 05 Backgrounds What should be noted when choosing a background or placing items on backgrounds? Page 06 Layout Variants When can which layout variant be used? Page 07 Dimensions/Size How big must the trademark be and what s the minimum spacing around the trademark? Page 08 Orientation & Aspect Ratio What should be noted when placing a layout? Page 09 Legal How should the brand name be used in running text? How should the trademark be indicated? Page 10 General Information Can filters or effects be used on the trademark? Can the colors of the trademark be used in the rest of the document? Page 11 Contacts & Downloads Who should I contact in the event of questions? Where can I find all the data/files I need?

3 COLORS Color values for printed materials When using the astragon trademark in printed materials, the following CMYK color values are mandatory: Color values for on-screen representation When using the astragon trademark on screens, the following RGB or Hex color values are mandatory: C=100 M=90 Y=20 K=60 R = 19 G = 23 B = 65 # C=100 M=90 Y=20 K=30 R = 13 G = 41 B = 96 # 0d2960 C=90 M=70 Y=0 K=0 R = 45 G = 81 B = 160 # 2d51a0 C=90 M=40 Y=20 K=20 R = 0 G = 104 B = 145 # C=70 M=0 Y=20 K=0 R = 37 G = 184 B = 205 # 25b8cd C=50 M=0 Y=20 K=0 R = 135 G = 205 B = 210 # 87cdd2 C=60 M=0 Y=0 K=100 R = 0 G = 15 B = 26 # 000f1a C=0 M=0 Y=0 K=0 R = 255 G = 255 B = 255 # FFFFFF Please note that the application (see page 04) determines whether the color, black or white variant should be used! Please contact the respective contact person (see last page) about the use of special colors such as RAL, Pantone or similar! 03

4 COLOR VARIANTS Guidelines for using the color variants of the astragon trademark There are two applications of the astragon trademark. Different color variants (C1-C3) are used, depending on the application: Corporate communication Product communication Corporate communication examples Stationery Business cards Fair stand Company website Links to company website Product catalog Labeling Company promotion / advertisements / promotional materials / giveaways Contracts Product communication examples DVD boxes, flap boxes, ESD variants Booklets, developer diaries Product advertisements Product presentation on (partner) portals Product websites The color variant of the astragon trademark (C1) should be used for all forms of corporate communication. C1 Either the black or the white variant of the astragon trademark (C2 or C3) should be used in all forms of product communication. C2 C3 If the application is unclear, please contact the respective contact person (see last page)! They will provide information on whether to use the color or B&W variant. 04

BACKGROUNDS Guidelines for using the color variant C1 on backgrounds Guidelines for using the color variants C2 and C3 on backgrounds The

backgrounds: Color trademark On light backgrounds The color astragon trademark may only be used on plain, pure white backgrounds.

When placing the astragon trademark on a light background, the black variant must be used.

The use or application of effects or filters (e.g. contours, drop shadows, outer glow, etc.

5 BACKGROUNDS Guidelines for using the color variant C1 on backgrounds Guidelines for using the color variants C2 and C3 on backgrounds The following rules are mandatory when placing the trademark on backgrounds: The following rules are mandatory when placing the trademark on backgrounds: Color trademark On light backgrounds The color astragon trademark may only be used on plain, pure white backgrounds. The plain white surface must correspond to at least the dimensions of the logo file s canvas (see page 07). When placing the astragon trademark on a light background, the black variant must be used. On dark backgrounds When placing the astragon trademark on a dark background, the white variant must be used. The use or application of effects or filters (e.g. contours, drop shadows, outer glow, etc.) to improve readability is not desired (see page 09). Should a background not be clearly light or dark (e.g., a medium gray or with a high contrast range of colors) and the flawless legibility of the astragon trademark thereby be compromised, the background must be adjusted (i.e. darkened/lightened or a plain surface added). 05

6 LAYOUT VARIANTS Guidelines for using the layout variants of the astragon trademark The astragon trademark includes four layout variants (L1-L4) whose usage depends on the target medium. L1 L2 Horizontal layout variant Vertical layout variant Target media: Various Due to the larger logo, it stands out more clearly and so it should also be used in media where the trademark should take center stage. The horizontal layout variant (L1) is the standard variant which is used in almost all media. The vertical layout variant (L2) is the variant used primarily in portrait format media. Target media: Splash screens Portrait formats L3 Figurative mark: The figurative mark on its own (L3) should be used where little space is available and where displaying the word mark would be superfluous. Using the figurative mark can also avoid repeating the word mark. Target media: Favicon DVD & flap box backs Icon L4 Word mark: The word mark on its own (L4) should only be used in special/exceptional cases where the word and figurative marks must be used separate from each other in the layout. Target media: Special cases and exceptions: separate word and figurative marks Any unauthorized individual depiction or separation of word and figurative marks requires an exemption and must be agreed with a contact person (see last page) in each instance. For usages not concretely defined on this page, the horizontal layout variant (L1) should be used in cases of doubt. 06

7 SIZE/SPACING Size and spacing of the astragon trademark for on-screen presentation and printed materials Minimum sizes To guarantee legibility on displays under all circumstances, all layout variants (L1-L4) of the astragon trademark have a specified minimum size. The minimum sizes below include all spacing. L1 L3 L2 Minimum width: 35mm / 195px Minimum height: 12mm / 60px Minimum width: 20mm / 150px Minimum height: 20mm / 150px L4 Minimum width: 12mm / 50px Minimum height: 12mm / 50px Minimum width: 30mm / 150px Minimum height: 12mm / 60px The specifications in millimeters (mm) apply only to printed materials and assume a resolution of 300dpi. The specifications in pixels (px) apply only to on-screen representations. Minimum spacing The spacing of the logo is predefined within the logo file by the outer edges of the canvas (colored red here). Thus, when importing logo files, the minimum spacing is preconfigured and apparent in the form of the imported transparent area. No other elements may be placed or protrude into this protected area. If the size of media formats prevents positioning in the minimum dimensions, an exception may be made, requiring specific agreement and approval. In such cases, contact the respective contact person (see last page)! 07

ORIENTATION & ASPECT RATIO Orientation guidelines In general, all variants of the astragon

Angling, tilting, mirroring, and twisting are not permitted.

Aspect ratio guidelines In general, the astragon trademark may not be stretched, compressed,

8 ORIENTATION & ASPECT RATIO Orientation guidelines In general, all variants of the astragon trademark may only be used in a horizontal, level arrangement. Angling, tilting, mirroring, and twisting are not permitted. The mandatory direction of reading is from left to right. Aspect ratio guidelines In general, the astragon trademark may not be stretched, compressed, skewed, curved, or distorted in any way. The only permitted distortion is a proportional scaling of the trademark to achieve the desired size. The aspect ratio of the original logo variants must be maintained. 08

9 LEGAL Guidelines for using the astragon trademark The following guidelines must be observed when using the astragon trademark: astragon trademark in body copy Within a running text, astragon is written completely in lowercase. This also goes for the beginning of sentences, enumerations and other grammatical situations where a word would usually begin with a capital letter. The addition Entertainment begins with a capital letter. The subsequent letters of the word are written in lowercase. Compounds with astragon are written without a hyphen, and are appended with spaces. The correct company name written in full is therefore: astragon copyright notice The international copyright notice should be used at least once per document next to or beneath the astragon trademark: 2015 astragon Entertainment GmbH This must be printed legibly. It must also be clear that the notice refers to the astragon trademark. Other guidelines for the correct display remain unaffected by the copyright notice. astragon Entertainment GmbH Any use of the figurative mark within running text is excluded. If you have any questions, contact the respective contact person (see last page)! 09

10 GENERAL General guidelines for using the astragon trademark The following general rules must be observed when using the astragon trademark: Use of filters or effects on the trademark Under no circumstances may the trademark be overlaid with or distorted by color or shape-changing filters. All types of effects, e.g., drop shadows, contours, outer/inner glow, beveled edges, etc., are also excluded. Overlays on the trademark for softening/sharpening, lens flare, particle filters, or lighting effects require case-by-case consultation with the respective contact person (see last page). Usage of brand colors outside of the trademark Should the color variant of the astragon trademark be used within a corporate communications document, as is required, the use of the colors of the astragon trademark (see page 3) in the rest of the document must be avoided. Exceptions require specific consultation with a relevant contact person (see last page). If you have any questions or require consultation, contact the respective contact person (see last page)! 10

11 CONTACTS & DOWNLOADS Contacts for legal questions when using the astragon trademark Dirk Walner +49 (0) Trademark and guidelines downloads Notice The link provided here is continually monitored and updated. Consequently, the downloads they provide are the only reliable and current source. They constitute the reference which should be adhered to. Contacts for graphical questions when using the astragon trademark Christian Irmen +49 (0) astragon Entertainment GmbH Limitenstr Mönchengladbach 11

CLUB LOGO GUIDELINES

CLUB LOGO GUIDELINES LOGO DETAIL The Surfrider Foundation logo is the key building block of our identity. It is the primary visual element that people can associate with our work and our brand. The logo