75th Anniversary Logo Graphic Standards Guidelines

Transcription

1 75th Anniversary Logo Graphic Standards Guidelines

2 Table of Contents 1 What s in this Guide? 1 About the Signature The Anniversary Signature and Tag Line 2 Signature Elements and Terminology 3 Policy guidelines for 75th Anniversary Signatures 4 Signature Staging 5 Signature Demonstrations > Tag Line Configurations 6 > Translations 7 > Business Unit Logos 8 Application and usage guidelines > Advertising and Marketing Collateral 11 > Banners and Posters 12 > Business Papers 13 > Catalogs 14 > Online and On-Screen 15 > Promotional Items 16 > Trade Show Displays June 11, 2010

3 What s in this Guide? This guide is designed to properly and consistently manage an event-specific visual identity that commemorates s 75th anniversary. It is intended for internal use by marketing and communications professionals and their appointed creative outsources (e.g., designers, printers). The guide covers two categories of application: (1) applications that already exist but will be modified into a 75th anniversary version, for commemorative purposes (e.g., personal stationery) and (2) one-time, event-specific applications (e.g.,) banners, posters, promotional items. Use of these special identity elements and their application to various media and in communications will be permitted throughout Specific questions regarding the proper use of the 75th The Anniversary Signature system, should be directed to: Jeanne White, jeanne.white@averydennison.com, About the Signature The Anniversary Signature and Tag Line This commemorative visual mark has a threefold significance: it renders the anniversary year as a sheet of label material, with the backing liner peeling away (revealing the 7) and the adhesive surface beneath (revealing the 5) and thus forming the 75. The symbol is a descriptive product image and a metaphor for the turning of a page to a new chapter in corporate history. It also signifies a moment of Discovery, the theme of the anniversary the moment when something is peeled back to reveal something new, overlooked or concealed. The symbol contains reference to an iconic, company-defining product, to 75 years of history and the corporate tradition and future of discovery. Anniversary Symbol Anniversary Tag Line Anniversary Signature June 11,

4 Signature Elements and Terminology The Anniversary Signature is the lock-up of two elements: the Anniversary Visual Symbol and the Anniversary Tag Line ( Celebrating 75 Years of Discovery ). The language in quote marks should be used as the consistent terminology when referring to these elements. > > Anniversary Signature > > Anniversary Symbol > > Anniversary Tag Line > > Anniversary Signature Badge, for web and on-screen applications > > Anniversary Signature Tag, for print ads, collateral > > Anniversary Special Uses, e.g., catalogs, collateral June 11,

5 Policy guidelines for 75th Anniversary Signatures 1. The Anniversary Signature should always appear on the same page or surface, printed or electronic, with the corporate identity (AD Signature). 2. The Anniversary Signature and the AD Signature should not be locked up to each other: the two identities should not be so configured as (to appear) to form a single or conjoint signature (e.g., ExxonMobil; ConocoPhillips) 3. The Anniversary Signature and the AD Signature should, in most instances, be related to each other along opposite diagonal axes. 4. The Anniversary Tag Line, Celebrating 75 Years of Discovery can in some instances separate from the Anniversary visual symbol. In most cases they should be used in lock-up as a signature. 5. The Anniversary Tag Line should not lock-up to the, Avery, Avery Graphics or FASSON logos (i.e., FASSON has a tag line, Ideas that work for you adding the anniversary message will create visual complexity; and linking the anniversary language to sub-brands runs the risk of suggesting that the celebration may be limited to these businesses and not The Corporation as a whole) 6. The Anniversary Tag Line should, in most instances, be rendered in its primary color version with 75 Years rendered in red, surrounded by dark gray type 7. When unanticipated scenarios arise, which require flexibility, exceptions may be permitted, on a case by case basis, after review. Please issue requests for special exemptions, in writing, to Corporate Communications (allowing ample time for review and your design and production schedules) Horizontal Lock-up Vertical Stack 3/4 5/8 Primary Signature Minimum Size Vertical Signature Minimum Size June 11,

6 Signature Staging To ensure the proper spacing around the Anniversary Signature, refer to the following measurements. In all uses, consider x equal to the height of the Anniversary Symbol. Leave at least 1/3x around the Signature in all applications. Grayscale, or one-color version In most cases the color version of the logo should be used. The color version of the Signature is a four-color process build. In cases where four-color process is not a production option, there exists a one-color, grayscale version of both Horizontal and Vertical Signatures. June 11,

7 Signature Demonstrations > Tag Line Configurations There are three permitted configurations for the Anniversary Tag Line single line horizontal and three-line vertical stack, flush left and three-line vertical stack, centered. These are designed to give you flexibility, depending on context and use. The stacked anniversary tag lines should not dissociate from the anniversary 75 visual symbol. The single line was created to serve as a stand alone element that does not lock-up to the symbol. Single Line Horizontal Does not lock-up to the Symbol. Does not create a Signature. Three-Line Vertical Stacked : flush left Only used with the Aniversary Symbol to create a horizontal signature. Three-Line Vertical Stacked : centered Only used with the Aniversary Symbol to create a vertical signature. June 11,

8 Signature Demonstrations > Tag Line Translations When translating the tag line into other languages, please submit designs to Corporate Communications for review. Additional technical details regarding the construction of the typography in English, is available in the AD75 Tagline Construction document. This can be found online in Brand Central: Contact Corporate Communications for the log-in credentials. French Canadian version shown above Base Font and Weight: Helvetica Neue LT Std : 25 Ultra Light uppercase letter C 50pt Celebrating lowercase letter elebrating pt lowercase o and f 48.5 pt 75 Years of Discovery pt uppercase D 46 pt Y 46 pt ears 48.5 pt lowercase iscovery 47.5 pt Final outlined version The f has been shortened slightly to open the space between it and the 7 The gap in the stock letterforms has been closed June 11,

9 Signature Demonstrations > Tag Line Configurations and Business Unit Logos The Anniversary Tag Line is never to be locked-up to any of the signatures:, Avery, FASSON, or Avery Graphics. June 11,

10 Application and usage guidelines > Advertising and Marketing Collateral A special anniversary signature tag, with drop shadow, has been designed as a bug to use on print adds, one in vertical and one in horizontal orientation, for flexibility. The preferred diagonal opposition relationship between them and the AD Signature should be followed, as in the exhibits below. Lqui doluptam et optetur aut? Mus nonserorum nus, volorpore pli? June 11,

11 Application and usage guidelines > Advertising and Marketing Collateral (continued) Examples below demonstrate use of the anniversary signature tag on half and quarter-page advertisements. half page Mus nonserorum nus, volorpore pli? Mentia volupta temquam doluptas aut harum dolorum sit am vollatem et accus ea qui doles ut ut unt, cor solecto rporest oreptas dolum qui consenem ut laut raepre si dolupta dolorruntem nusam ilitint voluptate lations ecusam corestio. Nempe officatur a et utatet autem qui ditatium raeped etur aut harioriae voluptaque nus ium volupicilit molorib ereium quatus il et, odistibust.um ratin rendion nis eiciam fugitamet quide lati alit, que conserio optium culparc hilitas ut moluptaecti tem ab ideri optur? Ommod et aut hic totatur as amet laborumqui derunt qui ut et repere experibus aliquis eumet, soluptatem Group or Division Name Main Street Any Town, Any State Phone quarter page Nis eiciam fugitamet quide lati alit, que conserio optium culparc hilitas ut moluptaecti tem ab ider. June 11,

12 Application and usage guidelines > Advertising and Marketing Collateral (continued) Where two or more brand logos, e.g., FASSON and, need to be displayed on the same printed surface (e.g., a collateral cover or electronic screen) along with the Anniversary Signature (or elements thereof), the logos must be separated by a reasonable distance. For example (illustration lower, left), the cover of a FASSON catalog should display the 75th Anniversary branding elements in the lower right corner, the logo, opposite, in the lower left corner and the FASSON logo somewhere near the top, preferably in one or the other corner (probably left, aligned above the corporate signature). Lqui doluptam et optetur aut? Lqui doluptam et optetur aut? June 11,

13 Application and usage guidelines > Banners and Posters The design below serves both for poster and various banner configurations. Examples of different banner frameworks are shown below. June 11,

14 Application and usage guidelines > Business Papers Application of the Anniversary Signature to existing executive stationery should follow the template of the example below, with the Anniversary Signature occupying the lower right hand corner, vertically beneath the AD signature (consistent with the diagonal opposition rule, the Anniversary Signature can also be placed in the lower left corner). With standard envelopes, the Anniversary Signature should be placed on the left margin of the envelope, well above the bottom margin, but observing at least (n inches) of separation from the AD Signature, above it. First Name A. Last First Line and Second Line Title Miller Corporate Center 150 North Orange Grove Boulevard Pasadena, California Phone Fax First Name A. Last 150 North Ovrange Grove Boulevard Pasadena, California First and Last Name Job Title Miller Corporate Center 150 North Orange Grove Boulevard Pasadena, California Phone Fax Business cards are a strict exception and should not be re-designed to accept the anniversary signature. Should questions arise about anniversary-branding other applications, not explicitly mentioned in these guidelines, contact Corporate Communications. June 11,

15 Application and usage guidelines > Catalogs When applying the Anniversary Symbol to company catalogs, and specialized collateral, a unique treatment may be applied to the front cover. This constitutes the only currently-permitted instance where the Symbol may be seperated from the from the Tag Line. The Single-Line Anniversary Tag Line must also be included on either the front or back cover of the catalog, as does the Avery Dennison Corporate Signature. Front Cover Back Cover June 11,

16 Application and usage guidelines > Online and On-Screen Special versions of the Anniversary Signature have been developed for the On-screen and Online environments: the signature is set within a white rectangular badge, with rounded edges, in vertical and horizontal formats. These should occupy the left-hand navigation bar, below the active links/hypertext options. They can be used on all sub-sites: i.e., Avery, Avery Graphics and FASSON. As illustrated in the exhibit below a triangular opposition of the brand identities should be maintained for clarity and to avoid complexity or confusion. For use in the left navigation column on web sites, or for use on colored backgrounds in powerpoint or other on-screen applications. Horizontal badge Vertical badge For a complete set of production-ready files please visit June 11,

17 Application and usage guidelines > Promotional Items The Anniversary Signature, Anniversary Tagline can be used on a wide variety of promotional items including apparel, mugs, memory sticks, key chains, glassware, etc. Any and every item that bears the Anniversary Signature or Tag Line, should also bear the AD Signature, so long as the rules of separation between them are observed (e.g., no lock-up, vertical stacking, adjacency) June 11,

18 Application and usage guidelines > Trade Show Displays The exhibit illustrates one possible arrangement of design elements for a tradeshow environment. Given the broad variety of tradeshow display structures, it is not possible to stipulate design schemes for each. In general, the rules for staging the Anniversary Signature, separation from the AD Signature, etc. should be referred to and observed. Corporate Communications should review submitted drawings, sketches or computer-generated renderings for review, prior to display assembly, in case there are questions about a given design plan, using the anniversary elements. Note the use of the Single Line Horizontal Anniversary Tag Line in this exhibit, where care has been taken to create separation from the corporate Signature, through the use of size differences, contrasting backgrounds and base line. June 11,

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