Branding guidelines - V /08/23 - Company confi dential - Internal use only

Transcription

1 Branding guidelines - V /08/23 - Company confi dential - Internal use only The following visual identity guidelines are designed to achieve the highest level of consistency throughout communications for the Chroma-Q range. The Chroma-Q brand has been innovating new standards in professional lighting products and accessories since The brand is renowned worldwide for delivering high levels of performance and reliability at an affordable price. The range includes award-winning LED lighting and visual effects products, as well as lighting accessories designed for entertainment and architectural lighting applications.

2 The Chroma-Q logo The Chroma-Q logo consists of two elements - the Chroma-Q symbol and the Chroma-Q word mark. The Chroma-Q logo is a unique piece of artwork. The logo should never be typeset, recreated or altered, which could cause inconsistencies that dilute the impact of the brand s power. In some instances, where you are not able to optimally show the preferred logo due to space or process limitations, an exception may be made to allow use of the alternate vertical Chroma-Q logo. This exception requires approval from the Marketing department. Symbol Word mark Preferred logo Alternate vertical logo

3 Minimum size The Chroma-Q logo retains its visual strength in a wide range of sizes. However, when the logo is reproduced in print too small, it is no longer legible and its impact is diminished. The minimum size of the logo for print is determined by the width of the logo, which should not be reproduced in a size smaller than 1 / 2,54 cm in width for the preferred logo, / 1,41 cm in width for the alternate vertical logo. Preferred logo Alternate vertical logo 1" / 2,54 cm 0.556" / 1,41 cm

4 Clear space The Chroma-Q logo will be more visible and have a greater impact when it is surrounded by a suffi cient amount of clear space. For this reason, an exclusion zone has been created where no type, images or other graphics are to appear. The exclusion zone must be observed in all instances. Preferred logo Alternate vertical logo 1/2 X 1/2 X 1/2 X 1/2 X X X

5 Colour variations Colour is an important part of the Chroma-Q logo. It is recommended that the Chroma-Q preferred logo is reproduced on all communications (internal and external). When using the Chroma-Q logo with white brand name, great care needs to be taken to ensure that suffi cient contrast exists between the logo and the background. Screen based applications such as PowerPoint, presentations or web sites require alternative colour specifi cations. The RGB or hexadecimal equivalents of the Chroma-Q logo are preferred for screen based applications. Approved colour variations are illustrated below. Preferred logo Alternate vertical logo C0 M0 Y0 K100 R000 G000 B000 # C0 M0 Y0 K100 R000 G000 B000 # C0 M0 Y0 K0 R255 G255 B255 #ffffff C0 M0 Y0 K0 R255 G255 B255 #ffffff

6 Logo misuses Variations in the use of the Chroma-Q logo will undermine the impact of the brand. The Chroma-Q logo must always be reproduced from supplied master fi les. The logo must never be redrawn, modifi ed, resized directly on the master fi le nor must it be altered in any way. Examples of Chroma-Q logo misuse are shown below. Do not enclose the logo within a box Do not distort Do not change colours Do not independently change symbol or word mark proportions Do not position on a photograph Do not rotate

7 Logo & product names When positioning a product name below the Chroma-Q word mark, please follow the guidelines shown below, as to what fonts to use, where to position the product name and at what size. This formula must be used in all instances for the various products. Authorized version Studio Force V 12 X 3/4 X X Studio Force V 12 Helvetica Neue 45 Light

8 Logo & tagline Chroma-Q logo with tagline must be used in all instances (excepted for product stamps). Authorized versions X 3/4 X Typeface: FranKleinBook Character spacing: 150 Colour: C0 M0 Y0 K70

9 Using the Chroma-Q logo with other logos When using the Chroma-Q logo in conjunction with other logos, please keep the same size proportions between all the logos with a minimum exclusion zone as shown below. X 1/2 X

10 Photo styling - Products For all Chroma-Q communications (internal and external) are in line with the brand positioning, it is essential that all product photos are homogeneous. Products photographs: - Product photos must be high quality, consistent and reveal all the products details. - The referent Photo of a product must be the side viewpoint as often as possible. - Concerning fi xtures photos, they must always be turned on to reveal the LEDs lenses. - The shadow must be peeled off the product to give an impression of levitation. Photo enhancement: Photo enhancement on a colored background must be obtained in post production by ensuring the harmonization of all effects recommended in this guide.

11 Photo styling - Vignetting Adding vignetting shadows unifi es Chroma-Q imagery, but on occasion, you may want to erase some shadows to better reveal the image s topic while keeping true to the photo system. Be sensitive to anything important in the image that should be revealed. Vignetting spec. Example Step 1 Step 2 Step 3 Create a black layer: - C50 M50 Y50 K100 - R000 G000 B000 - # Create a circle with the selection tool. - Give a progressive outline (200 pts). - Clear inside the layer and adjust the shadow - Choose a multiply fusion mode Original photo Vignetting shadow added / Topic revealed

12 Graphic element - Symbol pattern Symbol pattern can be used on all coloured backgrounds. Example Chroma-Q Color Force Compact Concentrated power Color Force Compact Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit. Lorem ipsum dolor sit amet, consectetur adipisicing elit. Lorem amet. sales@chroma-q.com The scale and perspective of the symbol pattern must be the same across all media. Chroma-Q and all associated product names are recognised trademarks, for more information visit The rights and ownership of all trademarks are recognised. E&OE.

13 Colour palette The Chroma-Q corporate colour palette consists of white, black, and cyan. These colours can be applied across Chroma-Q corporate communications. For 4-color process printing, refer to the CMYK values shown here. For on-screen and web applications (PowerPoint, video, broadcast, web sites, intranets, extranets ), refer to the RGB/ HEX values specifi ed. Corporate colour palette White Black Cyan 100% 100% 70% 40% 70% 40% CMYK RGB HEX ffffff ee0

14 Print advert - Example This print advert example show how the information and the block mark are structured. Vignetting effect Chroma-Q Color Force Compact Concentrated power Product name Headline Y Product photo Y Symbol pattern Product specs Color Force Compact Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit. Lorem ipsum dolor sit amet, consectetur adipisicing elit. Lorem amet. sales@chroma-q.com Chroma-Q and all associated product names are recognised trademarks, for more information visit The rights and ownership of all trademarks are recognised. E&OE. Brand block 1/10 Y Web site URL 4/10 X X

15 Typographic style The Helvetica Neue font is the Chroma-Q typeface. It is to be used for all Chroma-Q communications, both internal and external. Within the Helvetica Neue family, 4 type weights have been selected: - Helvetica Neue 77 Bold Condensed, - Helvetica Neue 57 Condensed, - Helvetica Neue 47 Light Condensed, - Helvetica Neue 45 Light, The minimum type size for body copy on all literature is 10 pts. This is to ensure that our communications are clear and legible. The only exception is photo credits, captions and legal statements which may appear at 6 pts type size. What not to do - Do not apply type effects, e.g. shadows and outlines to text - Do not underline text - Do not put blocks of text in uppercase or italics - Do not use horizontal scaling to condense text Recommended Weights Helvetica Neue 77 Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 57 Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue 47 Light Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Additional Weights Helvetica Neue 45 Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz The 45 Light weight is only suitable when positioning a product name next to the Chroma-Q logo. Do not use it for regular collateral material.

16 Trademarks The Chroma-Q brand and product name trademarks are valuable assets. In following these guidelines, the trademark rights are protected and the Chroma-Q brand identity is strengthened. The trademarks include: Chroma-Q Color Force Color Force Compact Studio Force Studio Force vp Color Charge Color Charge Plus Color Block Color Block 2 Color Block 2 Plus Color Web 4Play Color Split Magic Amber Color Punch Color Span Color Span 2 Plus Broadway Cascade M5 Plus M8 Plus Daylight PAR Magic Box The trademark must be shown the fi rst time Chroma-Q and any product names listed above are used within marketing materials. The trademark is not required for any subsequent mentions within a single material or medium - e.g. press release, advertisement, brochure, web site page Remember, trademarks are adjectives. To ensure Chroma-Q trademarks are used in their proper context, they are to be followed by the generic noun for the product. For example: Correct: The Chroma-Q Color Punch fixture combines Not Correct: The Chroma-Q Color Punch combines In addition, they must not be pluralised nor used in the possessive form. For example: Correct: The Chroma-Q Color Punch fi xtures Not Correct: The Chroma-Q Color Punches

17 Disclaimers & licensing agreements All disclaimer wording is to be placed at the very bottom of relevant marketing materials, using the Helvetica Neue 47 Light Condensed font at a minimum size of 6 pts. All Chroma-Q Products: The disclaimer wording must be written as it is below: Chroma-Q and all associated product names are recognised trademarks, for more information visit The rights and ownership of all trademarks are recognised. E&OE. Product Information: Where marketing materials include information about the features or technical specifi cation of Chroma-Q products, the following wording must appear at the bottom of the disclaimer: The information contained herein is correct at the time of printing, however as we are constantly refi ning our product range we reserve the right to change the specifi cation without notice. E&OE. Chroma-Q Color Web: The wording Artistic Licence is the designer and manufacturer of Color Web must be included in the main body of any press release or web-based advertising so that editorial opportunity to delete is limited. In addition, use reasonable endeavours to obtain vendor copyright approvals, which will allow the vendor to make use of all photographic and publicity materials for the vendors own publicity purposes, provided that any use thereof is acknowledged and credited by the vendors.