Brand Identity System Interim Guidelines 12/2011

Transcription

1 Brand Identity System Interim Guidelines 12/2011

2 Table of Contents Introduction 2 The jcp Flag 3 The Brand Identity Components 4 About the jcp Flag 5 Using the jcp Flag Three Size Versions 6 Using the jcp Flag Color Versions 7 Using the Full-Color jcp Flag with Photography 8 Using the Single-Color jcp Flag with Photography 9 Using the jcp Flag Clear Space 10 Using the jcp Logotype 11 Using the Frame 12 Using the Square 13 Gotham Type Family 14 Using jcpenney in Text 15 Color Specifications 16 Unacceptable Use 17 Master Art Files 18 What s Next? 19 1

3 These interim guidelines provide basic graphic standards for initial application of the new jcp corporate and brand identity. Some things may change as the new identity system is implemented. As additional brand components are developed, other ways of using the brand graphics may emerge. Some of the standards in this document will be familiar, but since this is a new system based on a new brand strategy, some of these standards are quite different than those you ve been using. So, never assume that the old rules still apply. A complete graphic standards manual is in the works. It will provide greater detail about the use of the brand graphics, as well as how our new style will extend across every expression of our brand. Meanwhile, follow the simple rules in this starter kit. 2

4 The jcp Flag This is our new logo the jcp Flag. It s the corporate and brand icon on which our new visual style is based. The Flag logo is the foundation for a rich and layered system of graphic elements, as well as a new look for every presentation of our brand. There s certainly an American flag inference, but the jcp Flag is a unique and proprietary graphic device. It s not only a symbol, it includes a frame through which key aspects of other imagery are emphasized. Sometimes, like the viewfinder of a camera, it will surround and highlight one area in a photo, focusing the viewer s attention. As you ll see, the potential of this framing capability is extensive. This potential will be explored and developed further during this initial implementation period. 3

5 The Brand Identity Components The primary identity component is the jcp Flag. In its full-color, red, white and blue version, it is the cornerstone of a broader graphic system. The logotype is used separately from, but in conjunction with, the Flag to further clarify authorship of corporate and brand communications. The typestyle of the jcp logotype matches the jcp letters (monogram) in the Flag logo. The Gotham type family is the final component in our new branding toolkit. Gotham replaces Helvetica Neue throughout our visual communications. Flag, logotype, frame and square to help facilitate efficient communication, please use this terminology when referring to the different brand identity components. Two secondary graphic components are derived from the Flag logo the frame and the square. These simple shapes are used in many different ways, as you will see on subsequent pages. jcp Flag Frame Square jcp Logotype Gotham Type Gotham Book / Gotham Medium Gotham Bold / Gotham Black 4

6 About the jcp Flag The jcp Flag is made up of the red frame, the blue monogram square and the jcp letters. The area inside the red frame is completely transparent, allowing the overall background color or photographic image to show through. The blue monogram square appears to be in front of the red frame. In this full-color version, the jcp monogram letters are always white, even when the overall background (including the area inside the frame) is another color or part of a photograph. jcp Flag Monogram square with jcp letters Frame 5

7 Using the jcp Flag Three Size Versions To ensure the Flag logo looks right in every application, there are three versions for use in different size ranges. The standard version A is used at sizes larger than 1 inch. For small sizes between 1 inch and 1/2 inch, use version B. For very small sizes below 1/2 inch, use version C. Versions B and C have slightly modified proportions. Whenever possible, avoid using the Flag at sizes smaller than 3/8 inch. Exceptions must first be approved by contacting logo@jcpenney.com. Master art files are provided for each size version of the Flag. See page 18. Version A Above 1 inch standard proportions Version B Small sizes 1 inch to 1/2 inch, frame is relatively heavier Version C Very small sizes below 1/2 inch jcp monogram square is relatively larger 6

8 Using the jcp Flag Color Versions All of the acceptable color versions of the Flag are shown here. In the full-color version, the frame is always red and the monogram square is always blue. Don t switch these colors. This is a particular red and blue, and color specifications are provided on page 16. Never substitute another color for the red or the blue. The jcp monogram letters are always white in this full-color version. Only use the single-color Flag at sizes above one inch never smaller without first getting approval through logo@jcpenney.com. Always use the master art files listed on page 18 for the full-color and single-color Flags. When it is cost prohibitive to print in red and/or blue, all black is acceptable for the Flag, but other colors are not. Either all red or all blue are preferred for the single-color Flag. Here, the jcp monogram letters are white or transparent. Another preferred color treatment is to reverse the whole Flag to white, with the jcp letters transparent. No green Flags. No magenta Flags. No multi-colored Flags. Keep it simple and consistent. Full-color Single-color 7

9 Using the Full-Color jcp Flag with Photography The red, white and blue jcp Flag will often appear over a photographic background. When choosing a photograph, be sure there is adequate contrast for the Flag. Never make the jcp monogram letters transparent in this full-color version. For use of the single-color Flag, have a look at the next page. 8

10 Using the Single-Color jcp Flag with Photography The jcp Flag may appear in a single color over a photograph. Use either the all red, all white or all blue single-color Flag. Never place the all black version over a photo. Choose your photo and Flag color carefully to achieve sufficient contrast. The red Flag and the blue Flag may have either white or transparent jcp letters. When using the white (reversed) Flag, the jcp letters are always transparent. Make sure the background imagery showing through the letters allows them to remain legible. 9

11 Using the jcp Flag Clear Space There s often a tendency to make a logo as large as possible in a given space, but bigger isn t always better. Allowing adequate space to really stage a logo will give it more importance than if it were larger and jammed in with competing elements. A minimum clear space equal to, but no less than, one quarter the size of the Flag is okay. Don t butt the Flag to the edges of a page or bleed it off the surface on which it is placed. It s acceptable to have a space on all four sides that is equal to half the size of the Flag logo, but try to allow more when you can. Based on X X X Acceptable 1/2 X 1/2 X 1/2 X 1/2 X Minimum Clear Space 1/4 X 1/4 X 1/4 X 1/4 X 10

12 Using the jcp Logotype The jcpenney logotype consists of specially modified and carefully spaced letterforms. It s based on the medium weight of our new primary typeface, Gotham. The jcp logotype typically appears in blue or reversed to white, but it may also appear in red or black when only one of those colors is available. The logotype is not intended to appear alone, but rather in conjunction with the Flag. As shown in this example, the logotype may be used to emphasize jcpenney authorship of a printed or digital communication. But, don t overuse the logotype in situations where authorship is already clearly established, and where use of the Flag alone provides adequate brand identification. When it appears, the logotype should be placed well away from the Flag, typically appearing smaller, below and to the right. In single-color applications the Flag and the logotype should be the same color. Master art files for the different color versions of the logotype are listed on page

13 Using the Frame The separate frame may be used as a free-floating element to draw attention and direct the viewer s focus by surrounding a key part of a photograph. It may also be used as a border around the edges of a square page or sign card. The proportions must always remain square equal in height and width. The frame may be any color. It may appear to be made of simple materials, like ribbon or cloth. It may be made of homogenous photographic imagery. It may even be made from type. Although a red frame is used independently from the Flag, it is never a substitute. The full-color Flag is always our primary corporate and brand identity. There are three versions of the frame. Each version may be used at any size. Always allow the underlying color or photographic background image to show through the frame. Don t fill the inside of the frame with a different color, except when it s used as a border around the edges of a printed page. Then, it s okay. Master art files for the three frame versions are listed on page 18. Frame 1 Frame 2 Frame 3 12

14 Using the Square The simple square shape is one more tool in our brand-building kit. It reiterates the shape of the Flag logo, and use of a square proportion reinforces the new jcp visual style. Square layout grids can establish an underlying structure for printed communications, and a square format may be used for signs, in-store displays, price tags, etc. float over a background. Sometimes they help organize and stage blocks of text. They may be any size or any color. When planning printed communications, give consideration to a square format or page shape. Here are a couple of examples. Square areas of color or texture, and square shaped photos are commonly used. Sometimes they fill the surface. Sometimes they Square 13

15 Gotham Type Family Gotham is the new type family for all jcp marketing communications. A type family is a collection of related typefaces that share common design traits and a common name, and Gotham is a big family. It includes lots of weights and styles. Gotham has a no-nonsense, sans serif American style that fits well with the new jcpenney brand strategy. Gotham Book, Medium, Bold and Black are best for most typesetting. Other weights, along with italics and condensed versions may be used sparingly for emphasis or to distinguish special kinds of information. Letter spacing is very important. When setting body copy and other small text in Gotham, use a tracking specification of -30 to -50. For larger display and headline settings, use a tracking specification of -50 to -70. Type in large sizes may require additional letter-by-letter kerning to make it look just right. Stop using Helvetica Neue and begin using Gotham for everything from display and headlines, to body copy and captions. Gotham Book Genuine, honest. Quality products at fair prices. Not to create a chain of stores, but create a chain of good people. Treat others the way you want to be treated / $ % * ( )! + = Gotham Medium Genuine, honest. Quality products at fair prices. Not to create a chain of stores, but create a chain of good people. Treat others the way you would want to be treated / $ % * ( )! + = Gotham Bold Genuine, honest. Quality products at fair prices. Not to create a chain of stores, but create a chain of good people. Treat others the way you would want to be treated / $ % * ( )! + = Gotham Black Genuine, honest. Quality products at fair prices. Not to create a chain of stores, but create a chain of good people. Treat others the way you would want to be treated / $ % * ( )! + = 14

16 Using jcpenney in Text When jcpenney appears in text for marketing communications, it should be set in all lowercase, with no punctuation or word space. Do not insert the logotype into text. Instead, set the jcpenney name in the same font as the rest of the text. Lowercase jcpenney can begin a sentence, as shown. Sample text jcpenney gift cards are redeemable for merchandise or services (excluding gift cards) at jcpenney store in the United States or For other text situations, follow these guidelines: In legal statements, use either J.C. Penney Company, Inc. or J.C. Penney Corporation, Inc. In press releases, use J.C. Penney Company, Inc. For trademark/packaging indicators, use J.C. Penney Purchasing Corporation, Inc. For legal statements on products or in marketing, use J.C. Penney Corporation, Inc. 15

17 Color Specifications In addition to red and blue, a particular light blue and a gray are used, especially for text. To maintain consistency across all visual communications, always follow these specifications. Due to the various digital methods used to display and print these guidelines, the colors on these pages may not appear accurately. Therefore, don t use these pages for color matching. Instead, follow the specifications provided. PANTONE Colors, the standards for which are as shown in the current edition of the PANTONE formula guide. Consult current PANTONE Publications for accurate color. The colors shown on this page and throughout these guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE is the property of Pantone LLC. In lieu of the jcp colors specified throughout these guidelines, you may use the following jcp Blue jcp Red jcp Red Pantone 185 C0 M100 Y100 K0 R237 G28 B36 Hex # ed1c24 jcp Light Blue jcp Gray Genuine, honest. Quality products at fair prices. Not to create a chain of stores, but create a chain of good people. Genuine, honest. Quality products at fair prices. Not to create a chain of stores, but create a chain of good people. jcp Blue Pantone 2738 C100 M100 Y0 K0 R46 G49 B146 Hex # 2e3192 jcp Light Blue Pantone 2718 C65 M40 Y0 K0 R89 G135 B198 Hex # 5987c6 jcp Gray Pantone 424 C0 M0 Y0 K65 R130 G130 B130 Hex #

18 Unacceptable Use We re taking the first important steps toward building our new brand, so it s vital to use the brand identity components correctly and consistently. Never add or replace elements. Never apply techniques or effects such as drop shadows, bevels or gradations. Here are a few other mistakes to avoid. 1: Don t butt the Flag logo to the edges of a page or bleed it off a surface. Note: There may be special circumstances on a square shape where the Flag bleeds off all four sides. This exception will be allowed only with prior approval obtained through Brand Marketing: logo@jcpenney.com. 4: Don t replace the jcp letters with any other letters. 5: Don t put any other graphic or photographic elements inside the Flag logo (e.g., no star in the blue type square, no photo only inside the frame). 6: Don t use the Flag logo vertically or at an angle. 7: Don t add enney to the Flag logo. Instead, use the jcpenney logotype separately. (See page 11.) 2: Don t change the proportions of the Flag logo or the frame (e.g., a vertical or horizontal rectangle). 3: Don t change the upper-left position of the jcp type square in the Flag logo. 8: Don t add any words or phrases to the logotype, the monogram or the monogram square. Note: Service identifiers with the Flag logo will be built using Gotham Medium. Contact logo@jcpenney.com regarding any brand extensions. Avoid these mistakes

19 Master Art Files jcp Flag jcp_flag_c_a.ai jcp_flag_c_b.ai jcp_flag_c_c.ai jcp_flag_4c_a.ai jcp_flag_4c_b.ai jcp_flag_4c_c.ai jcp Flag, single-color with white type jcp_flag_185.ai jcp_flag_2738.ai jcp_flag_4c_red.ai jcp_flag_4c_blue.ai jcp_flag_k_a.ai jcp_flag_k_b.ai jcp_flag_k_c.ai jcp Flag, single-color with transparent type jcp_flag_185_trans.ai jcp_flag_2738_trans.ai jcp_flag_4c_red_trans.ai jcp_flag_4c_blue_trans.ai jcp_flag_rev_trans.ai jcp Logotype jcp_logotype_185.ai jcp_logotype_2738.ai jcp_logotype_rev.ai jcp_logotype_k.ai jcp_logotype_4c_red.ai jcp_logotype_4c_blue.ai jcp Frame jcp_frame_1.ai jcp_frame_2.ai jcp_frame_3.ai jcp Square jcp_square.ai 18

20 What s Next? We re beginning the crucial introductory phase of our new brand identity program. This program represents a significant investment. To maximize this investment, the brand identity components must be used correctly and consistently. So, it s very important to carefully follow the simple rules in these interim guidelines. The brand identity system will evolve and expand. New ways of using the brand identity components will be developed and additional components may be created. These graphic standards will be updated periodically. Meanwhile, if you have a question or a specific need not covered in these interim guidelines, contact: logo@jcpenney.com. 19