/ (Excluding advertising) Header-positioned gradient bands / Headline placement/ Headline placement

Transcription

1 Booth Guidelines

2 contents 1 Total Sign / Composition / Clear Space and Minimum Size / Monochrome and Negative Space Versions / Incorrect Usage / Construction Methods / Reverse Cut-Out Illuminated / Reverse Cut-Out Illuminated - Details / Dimensional Illuminated / Dimensional Illuminated - Details / Dimensional Illuminated - Specificities / Exceptions / Incorrect Usage 2 Color Palette / Color palette / Color Organization Rules / Color References / (Excluding advertising) Header-positioned gradient bands / Headline placement/ / (Excluding advertising) Header-positioned gradient bands / Standardization / Portrait formats/ / (Excluding advertising) Header-positioned gradient bands / Standardization / Landscape formats / (Excluding advertising) Footer-positioned gradient bands / Layout / (Excluding advertising) Footer-positioned gradient bands / Headline placement / (Excluding advertising) Footer-positioned gradient bands / Standardization / Portrait formats / (Excluding advertising) Footer-positioned gradient bands / Standardization / Landscape formats 5 The hanging banners / Standardization / Alternative versions Typefaces / Typefaces 4 The posters / Formats / (Excluding advertising) Header-positioned gradient bands / Layout Branded Furniture / Lectern / Reception Desk / Conference table or Desk / Display Stands / Small Stands Booth Guidelines 2

3 1 Total Sign The Total logo is used as a sign to make booths visible from afar. This section outlines how to enlarge the logo while retaining its legibility and impact. Booth Guidelines 3

4 1 Total Sign / Composition The Total logo is used as a sign to make booths visible from afar. Do not change the composition of the logo (symbol and typeface), or attempt to redesign it under any circumstances. Be careful to reproduce the logo in full compliance with guidelines. The logo is primarily used in color regardless of the medium (CMYK, Pantone, RGB, etc.). The monochrome version is only used on an exceptional basis. The logo is made up of two components: - The energy sphere symbol. - The Total name. Logo in sign format Le Symbol symbole Le Name nom Booth Guidelines 4

5 1 Total Sign / Clear Space and Minimum Size Clear Space: A clear space is left around the logo to protect readability. The clear space area is standardized in line with the size of the logo. It must be free of graphic components, such as objects and text. The clear space is measured using the capital letter T, as shown below. Minimum size: The logo is used in sign format to make visible booths stand out at events. It should be visible from afar without being oppressive, excessive or aggressive. To protect readability, do not reduce the logo below the minimum size defined below. Clear space Minimum size 0,60 m x Booth Guidelines 5

6 1 Total Sign / Monochrome and negative Space Versions The monochrome and negative space versions of the logo are reserved for special applications, such as when the logo is cut out, engraved or embossed. The monochrome versions of the energy sphere have a slightly different design, with the edges of the energy rays left visible to conserve the same overall appearance. Use the monochrome design for all versions of the energy sphere without color. Monochrome logo Negative space logo Booth Guidelines 6

7 1 Total Sign / Incorrect Usage 1 - Do not use the grayscale version of the logo for signs. 2 - Do not convert the logo into one solid color. Use the standard monochrome version instead Never use a gray or white logo on a white background for signs. Examples of incorrect usage Booth Guidelines 7

8 1 Total Sign / Construction Methods The logo can be turned into a sign using either reverse cut-out or dimensional lettering techniques depending on the desired effect. The sign is always illuminated, either internally by a light box or externally to make the background appear a brilliant white, as opposed to gray. Always use the logo against a background no smaller than the clear space. Illuminated reverse cut-out logo sign Illuminated dimensional logo sign Booth Guidelines 8

9 1 Total Sign / Reverse Cut-Out - Illuminated When making the sign, always cut the logo from a white substrate, regardless of whether it is flat, spherical, curved, etc. Then, behind the white substrate, place a sheet of white diffuser PMMA* bearing the logo in translucent colored adhesive film. Exceptionally on this support, the logotype will be located at a space of 1/ 3x from the top and bottom edge. Lighting: Light box. Minimum size: The logo is used to make visible the booth stand out at events. It should be visible from afar without being oppressive, excessive or aggressive. To protect readability, the logo should only be used within the minimum and maximum sizes. Always use the logo against a background no smaller than the clear space. Front view H = Logo height TH = Total height 1/3X 1/3X H x TH Minimum substrate height (logo height + logo clear space height) 1/3X X 1/3X Logo clear space L 3D view Reverse cut-out symbol and name * PMMA: Acrylic glass (made by Altuglas, Plexiglas and Diakon) Booth Guidelines 9

10 1 Total Sign / Reverse Cut-Out - Illuminated - Details Assembly: 1. Sign substrate with the reverse cut-out logo. 2. White diffuser PMMA* backing; 3. Translucent colored adhesive film (see page 18 for colors). Minimum size: The logo is used to make the booth stand out at events. It should be visible from afar without being oppressive, excessive or aggressive. To protect readability, the logo should only be used within the minimum and maximum sizes. Always use the logo against a background no smaller than the clear space. Assembly detail * PMMA: Acrylic glass (made by Altuglas,Plexiglas and Diakon) Booth Guidelines 10

11 1 Total Sign / Dimensional - Illuminated When making the sign, always place the logo on a white substrate, regardless of whether it is flat, spherical, curved, etc. Always use dimensional lettering for the sign. Exceptionally on this support, the logotype will be located at a space of 1/ 3x from the top and bottom edge. Lighting : Light box. Minimum size: The logo is used to make visible the booth stand out at events. It should be visible from afar without being oppressive, excessive or aggressive. To protect readability, the logo should only be used within the minimum and maximum sizes. Always use the logo against a background no smaller than the clear space Front view H = logo height TH = Total height H 1/3X 1/3X TH Minimum substrate height (logo height + logo clear space height) 1/3X X 1/3X Logo clear space L 3D view Symbol and name in dimensional lettering Booth Guidelines 11

12 1 Total Sign / Dimensional - Illuminated - Details Assembly: 1. Light box substrate with symbol and letters cut out. 2. Symbol and letters cut from white diffuser PMMA* and inserted into the holes in the substrate (1) so that they protrude beyond the surface. 3. Translucent colored adhesive film (see page 18 for colors). Assembly * PMMA: Acrylic glass (made by Altuglas, Plexiglas and Diakon) Booth Guidelines 12

13 1 Total Sign / Dimensional - Illuminated - Specificities Guidelines for sign length and logo component thickness. These guidelines apply only to the sign, not to the furniture. Sign size Energy sphere + Total typeface L Lenght 0,60 m to 1 m 1 m to 2 m 2 m to 3 m 3 m + Thickness PMMA support 5 to 10 mm 10 to 20 mm 20 to 50 mm 50 mm minimum* * Depending on sign height: the higher the sign is installed, the thicker the components can be. Booth Guidelines 13

14 1 Total Sign / Exceptions A white logo on a gray, metal or wooden background may be used for the sign in exceptional circumstances. The sign may be made using either flat or dimensional lettering techniques, depending on the desired effect. It is always illuminated. For optimum readability, we recommend ensuring there is sufficient contrast between the logo and the background. The monochrome versions of the energy sphere are slightly different (see page 6). Sign on gray background Sign on metal background Sign on wooden background Booth Guidelines 14

15 1 Total Sign / Exceptions Exceptionally, the logo may be used vertically for wall and furniture branding. The rules governing its reproduction are the same as when used horizontally. This logo is used for Total M&S marketing purposes. Depending on the desired effect, it may be made using either reverse cut-out or dimensional lettering. It is always illuminated by a light box. Always use the logo against a background no smaller than the clear space. Illuminated reverse cut-out vertical sign Illuminated dimensional vertical sign Clear space ½ X ½ X ½ X ½ X X Booth Guidelines 15

16 1 Total Sign / Incorrect U sage 1. Gray on white background. 2. White on white background. 3. Excessive letter thickness making the logo hard to read. 4. Logo without background (protruding over top of wall). Examples of incorrect usage Booth Guidelines 16

17 2 Color Palette The brand's color palette is a strong identifier and plays a large role in brand recognition. Our aim is to reduce our palette and focus on the colors in the logo. Booth Charte Guidelines Stand 17

18 2 Color Palette Our color palette is organized into three levels by order of importance. Level 1 is made up solely of Total red, the brand's identifying color, which we must capitalize on. It should be present in all productions, even in small swatches, to instantly alert our targets that they are reading a Total document. Level 2 is made up of five accompanying colors, including three that are directly derived from the colors of the logo (orange, blue, light blue). A warm grey and crimson red complement this level to allow for as great a use as possible. Level 3 is made up of complementary colors used in special circumstances when the number of colors in levels 1 and 2 of the palette are insufficient, such as in illustrations, data visualizations and complex diagrams. Note: Half-tones varying from 20% to 80% may also be used. Never use half-tones for type, as they can be difficult to read. level Identifying 1 2 Level Accompanying Pantone 138C M48-Y100 R245-G150-B0 Pantone 286C C100-M80 R0-G65-B150 Pantone 279C C70-M30 R75-G150-B205 Pantone Warm Gray 9C M20-Y20-K60 R131-V120-B111 Pantone 201C C40-M100-K80 R157-G34-B53 3 Level Complementary Pantone 219C M90 R218-G24-B132 Pantone 2603C C66-M86 R112-G32-B130 Pantone Cool Gray 8C K60 R136-G139-B141 Pantone 477C C80-M90-Y100 R98-G59-B42 Pantone 185C M100-Y80 R225-G0-B50 Pantone 7716C C87-M20-Y50 R0-G150-B143 Pantone 348C C100-Y100-K5 R0-G132-B61 Pantone 389C C20-Y85 R208-G223-B0 Pantone 108C M5-Y100 R254-G219-B0 Booth Guidelines 18

19 2 Color Palette / Color Organization Rules Our color palette is organized into three levels by order of importance. Do not use one color level without the preceding level expect in the case of orange, which may exceptionally replace red when use of red alone would hinder understanding (e.g.; map/pandemic). Examples : level 1 level 1 + level 2 level 1 + level 2 + level 3 Only use black for type and smaller font in illustrations. Instead use charcoal gray wherever possible. Monochrome (predefined color) Bichrome Level 1 Level 1 One level 2 color OU Level 2 Polychrome Level 1 Level 2 Level 3 if necessary Booth Guidelines 19

20 2 Color Palette / Color References Only use black for type and smaller font in illustrations. Instead use charcoal gray wherever possible. Adhesive film 3 M AVERY TRANSLUCENT LIGHT DIFFUSER FILMS Paint PMMA SC 3630G-H QM/2181 A TOTAL red 50%-60% gloss ALTUGLAS Pantone 185C Red Red SC QM/2178 A RAL %-60% gloss EVONIK WRN 65 BD Pantone 286C White White VT QM/2180 A RAL %-60% gloss Pantone 279C Black SC QM/2179 A Pantone 138C CUTTING FILMS SC TOTAL white matt While matt PRINTABLE FILMS IJ CV3 MPI 1005 IJ MPI 2000 Printable while Booth Guidelines 20

21 abcdefghijklmn opqrstuvwxyz 3 Typefaces Typefaces are strong brand identifiers. We have chosen to reduce the number of typefaces used to improve consistency across media and boost brand recognition. Booth Guidelines 21

22 3 Typefaces Two typeface families and their variants are recommended when creating signs and communications material. Helvetica Neue is the main typeface. It must be used for headings to guarantee consistency across all media. It may also be used for all other types of text, such as headings, subheadings and ordinary text. Helvetica Neue Condensed is primarily used when there are restrictions such as in areas with size limits or captions for diagrams, data visualizations, etc. Museo, which comes in serif and sans serif versions, may be used on displays and banners, either alone or with Helvetica Neue to structure the text and direct reading. Primary typefaces Helvetica Neue 45 Light Helvetica Neue 45 Light Italic Helvetica Neue 55 Roman Helvetica Neue 55 Roman italic Helvetica Neue 75 Bold Helvetica Neue 76 Bold italic Secondary typefaces Helvetica Neue 47 Light Condensed Helvetica Neue 47 Light Condensed Italic Helvetica Neue 67 Medium Condensed Helvetica Neue 67 Medium Condensed italic Helvetica Neue 77 Bold Condensed Helvetica Neue 77 Bold Condensed italic Museo Serif 300 Museo Serif 300 Italic Museo Serif 500 Museo Serif 500 Italic Museo Serif 700 Museo Serif 700 Italic Museo Sans 100 Museo Sans 100 Italic Museo Sans 500 Museo Sans 500 Italic Museo Sans 700 Museo Sans 700 Italic Booth Guidelines 22

23 Crédits photos : Total / Damien Malfère (Antreprises) / Michel Labelle 4 - The posters The impact of our communications and messages will depend on the consistency in our brand codes application. In this chapter, the rules for non-advertising display are detailed. Booth Guidelines 23

24 4 The posters / Formats The Group s graphic style draws its strength from consistent application across all media. For this reason, graphic style has been defined and standardized for all the formats presented below. These standards may also apply to other formats. In this case, apply the standards for the format closest to the one you want to use. 600x800 mm 4x3 meters 400x600 mm Booth Guidelines 24

25 4 The posters / (Excluding advertising) Header-positioned gradient bands / Layout These general guidelines are applied in conjunction with specific standards for different formats. The visual and layout are provided as an example. Photos taken from Total s photo library. Mandatory components 1 The logotype The standard four-color logotype must be placed on his transparent gradient band. 2 The gradient band The only mandatory band is the one that contains the logotype : - Transparent on a visual or a solid color, - Gray on a white background. 3 Visual or color background The visual, which reflects the topic covered on the document, must comply with the style criteria provided on visuals Optional components 4 Headline The headline is written in one of the typefaces of the group. It should preferably be written in all caps. Guidelines for title positioning are in line with the format. 5 Headline band Depending on the background visual, the headline can be placed on a transparent gradient band to optimize readability. 6 Affiliate and partner logos When the logos need to appear, they are placed in the lower part of the document, on a transparent gradient band. 7 Name of the business When the name of an individual business needs to appear, it is printed in white Helvetica Neue Bold font, in white and installed in the lower part of the document, on a colored band from the color palette 2, but preferably in red. Crédits photos : Total / Damien Malfère (Antreprises) LOREM IPSUM SIT AMET, CONSECTETUR ADIPISCING NAME OF THE BUSINESS Booth Guidelines 25

26 4 The posters / (Excluding advertising) Header-positioned gradient bands / Headline placement The headline can be in one or two colors from the color palette. The headline can be installed directly on the visual (1), on a transparent gradient band (2), or on a monochrome solid color (3, 4, 5). Its height and placement vary according to the creation. The visual and layout are provided as an example. Photos taken from Total s photo library. Headline placement LOREM IPSUM SIT AMET, CONSECTETUR ADIPISCING LOREM IPSUM NEC DOLORES CONSECTETUR ADIPISCING LOREM IPSUM SIT AMET, CONSECTETUR ELIT LOREM ADIPISCING LOREM IPSUM SIT AMET, CONSECTETUR ADIPISCING LOREM IPSUM SIT AMET, CONSECTETUR ADIPISCING DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT LOREM Crédits photos : Total / Damien Malfère (Antreprises) Booth Guidelines 26

27 4 The posters / (Excluding advertising) Header-positioned gradient bands / Standardization / Portrait formats The position of the graphic style components of the posters is shown below. The visual and layout are provided as an example. Photos taken from Total s photo library. Portrait formats 1 Total logotype gradient band - Template never changes - Logotype size never changes 2 Headline and headline band - Band optional - Position may vary - Template may vary - Typeface of the group - Type size may vary 1 1/20 of H 1/10 of H The Total logotype gradient band contains nothing else but the logotype. Optional 3 Additional logos and band containing the logos - Logos justified right - Transparent gradient band, from right to left variable Crédits photos : Total / Damien Malfère (Antreprises) Optional 4 Name of the business and band containing the name - Band color may vary - Helvetica Neue Bold - White color Key H: Height of the document. h: Height of the band on which the subsidiary s logo appears. b: Height of the band on which the name of the business appears. 2 3 LOREM IPSUM SIT AMET, CONSECTETUR ADIPISCING variable variable 4 NAME OF THE BUSINESS 1/3 of b Text blocks justified left and aligned with the stem of the first T in Total 1/4 of h 1/15 of H 1/30 of H Booth Guidelines 27

28 4 The posters / (Excluding advertising) Header-positioned gradient bands / Standardization / Landscape formats The position of the graphic style components of the posters is shown below. The visual and layout are provided as an example. Photos taken from Total s photo library. Landscape formats 1 Total logotype gradient band - Template never changes - Logotype size never changes 2 Headline and headline band - Band optional - Position may vary - Template may vary - Typeface of the group - Type size may vary 1 1/15 of H 1/7 of H The Total logotype gradient band contains nothing else but the logotype. Crédits photos : Total / Damien Malfère (Antreprises) Optional 3 Additional logos and band containing the logos - Logos justified right - Transparent gradient band, from right to left Optional 4 Name of the business and band containing the name - Band color may vary - Helvetica Neue Bold - White color Key H: Height of the document. h: Height of the band on which the subsidiary s logo appears. b: Height of the band on which the name of the business appears LOREM IPSUM SIT AMET, CONSECTETUR ADIPISCING NAME OF THE BUSINESS Text blocks justified left and aligned with the stem of the first T in Total variable variable variable 1/4 of h 1/3 of b 1/11 of H 1/20 of H Booth Guidelines 28

29 4 The posters / (Excluding advertising) Footer-positioned gradient bands / Layout These general guidelines are applied in conjunction with specific standards for different formats. The visual and layout are provided as an example. Photos taken from Total s photo library. Mandatory components Optional components 1 Visual or color background The visual, which reflects the topic covered on the document, must comply with the style criteria provided on visuals. 2 The logotype The standard four-color logotype must be placed on his transparent gradient band. 3 The gradient band The only mandatory band is the one that contains the logotype : - Transparent on a visual or a solid color, - Gray on a white background. 1 LOREM IPSUM DOLOR SIT AMET LOREM Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent convallis convallis hendrerit. Nam tincidunt commodo aliquet. Duis interdum lectus eget nibh hendrerit tempus. Donec in mi ante. Nullam venenatis vestibulum risus ac vestibulum. Donec porttitor condimentum dictum Headline The headline is written in one of the typefaces of the group. It should preferably be written in all caps. Guidelines for title positioning are in line with the format. 5 Affiliate and partner logos When affiliate and partner logos must appear, they are positioned beneath the headline, on a transparent gradient band. 6 Body copy Body copy is set in the typeface used for the headline or another typeface that will produce a harmonious result. 7 Name of the business When the name of an individual business needs to appear, it is printed in white Helvetica Neue Bold font, in white and installed in the lower part of the document, on a colored band from the color palette 2, but preferably in red. Crédits photos : Total / Michel Labelle 2 3 NAME OF THE BUSINESS 7 Booth Guidelines 29

30 4 The posters / (Excluding advertising) Footer-positioned gradient bands / Headline placement The headline can be in one or two colors from the color palette. The headline can be installed directly on the visual (1), on a transparent gradient band (2), or on a monochrome solid color (3, 4, 5). Its height and placement vary according to the creation. The visual and layout are provided as an example. Photos taken from Total s photo library. Headline placement LOREM IPSUM DOLOR SIT AMET LOREM LOREM IPSUM DOLOR SIT AMET LOREM LOREM IPSUM DOLOR SIT AMET LOREM LOREM IPSUM DOLOR SIT AMET LOREM LOREM IPSUM DOLOR SIT AMET LOREM Crédits photos : Total / Michel Labelle Booth Guidelines 30

31 4 The posters / (Excluding advertising) Footer-positioned gradient bands / Standardization / Portrait formats The position of the graphic style components of the posters is shown below. The visual and layout are provided as an example. Photos taken from Total s photo library. Portrait formats 1 Headline and headline band - Band optional - Position may vary - Template may vary - Typeface of the group - Type size may vary Optional 2 Body copy - Optional 2 1/10 of W LOREM IPSUM DOLOR SIT AMET LOREM 1 variable Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent convallis convallis hendrerit. Nam tincidunt commodo aliquet. Duis interdum lectus eget nibh hendrerit tempus. Donec in mi ante. Nullam venenatis vestibulum risus ac vestibulum. Donec porttitor condimentum dictum. variable variable variable 3 Total logotype gradient band - Template never changes - Logotype size never changes Optional 4 Name of the business and band containing the name - Band color may vary - Helvetica Neue Bold - White color Key W: Width of the document. H: Height of the document. b: Height of the band on which the name of the business appears. Crédits photos : Total / Michel Labelle 3 4 NAME OF THE BUSINESS 1/10 of H The Total logotype gradient band contains nothing else but the logotype. 1/3 of b 1/30 of H 1/20 of H Booth Guidelines 31

32 4 The posters / (Excluding advertising) Footer-positioned gradient bands / Standardization / Landscape formats The position of the graphic style components of the posters is shown below. The visual and layout are provided as an example. Photos taken from Total s photo library. Landscape formats 1 Headline and headline band - Band optional - Position may vary - Template may vary - Typeface of the group - Type size may vary 1/15 of W Optional 2 Body copy - Optional variable 3 Total logotype gradient band - Template never changes - Logotype size never changes Optional 4 Name of the business and band containing the name - Band color may vary - Helvetica Neue Bold - White color 1 2 LOREM IPSUM DOLOR SIT AMET LOREM Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent convallis convallis hendrerit. Nam tincidunt commodo aliquet. Duis interdum lectus eget nibh hendrerit tempus. Donec in mi ante. Nullam venenatis vestibulum risus ac vestibulum. Donec porttitor condimentum dictum. variable variable variable Key W: Width of the document. H: Height of the document. b: Height of the band on which the name of the business appears. 3 4 NAME OF THE BUSINESS 1/7 of H The Total logotype gradient band contains nothing else but the logotype. 1/3 of b 1/30 of H 1/20 of H Crédits photos : Total / Michel Labelle Booth Guidelines 32

33 Photos credits: Total / Damien Malfère (Antreprises) / Michel Labelle / Mockup designed by Samuel Ladlow 5 - The hanging banners Truly fundamental tool of visibility, kakemonos must respect the rules of our brand codes use for an optimal impact. Booth Guidelines 33

34 5 The hanging banners / Standardization The position of the graphic style components of the hanging banners is shown below. Key H: Height of the document The visual and layout are provided as an example. Photos taken from Total s photo library. Width 800 x height 2000 mm 1 Total logotype gradient band - Template never changes - Logotype size never changes 2 Title and title band - Band optional - Position may vary - Template may vary - Typeface of the group - Type size may vary 1 1/20 of H 1/10 of H 1/20 of H 3 Secondary text - Position may vary - Template may vary - Typeface may vary - Type size may vary Photos credits: Total / Damien Malfère (Antreprises) Optional 4 Name of the business and band containing the name - Band color may vary - Helvetica Neue Bold - Size 110 point - White color LOREM IPSUM IPSUM DOLORE SIT AMET CONSECTUR DEM APRES ILOM NAME OF THE BUSINESS Text blocks justified left and aligned with the symbol variable variable 1/20 of H Booth Guidelines 34

35 5 The hanging banners / Alternative versions The position of the graphic style components of the hanging banners is shown below. The visual and layout are provided as an example. Photos taken from Total s photo library. Width 800 x height 2000 mm Photos credits: Total / Michel Labelle / Damien Malfère (Antreprises) LOREM IPSUM LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT. LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT. MAURIS NON MAGNA A EST LUCTUS ADIPISCING AT VITAE IPSUM. FUSCE SIT AMET ENIM QUIS MAURIS SUSCIPIT ULTRICES. LOREM IPSUM APRIL 20-26, 2017 IPSUM DOLORE CONSECTUR DEM APRES ILOM NAME OF THE BUSINESS LOREM IPSUM SIT AMET APRIL 20-26, 2017 IPSUM DOLORE CONSECTUR DEM APRES ILOM NAME OF THE BUSINESS LOREM IPSUM APRIL 20-26, 2017 IPSUM DOLORE CONSECTUR DEM APRES ILOM NAME OF THE BUSINESS Booth Guidelines 35

36 5 The hanging banners / Alternative versions Example on 1 m x 2 m banners Banner with the logo featured in staggered rows as shown below. - Aluminum retractable structure. - Front only. - Digital printing. Example on a banner 1 m wide x 2 m high 1000 mm 576 mm Readable area Photos credits: Total / Michel Labelle / Damien Malfère (Antreprises) x x Logo Clear space Ht Booth Guidelines 36

37 06 Branded Furniture Displaying the Total logo or brand-block on booth furniture allows visitors to identify all physical items with the brand. When used sparingly, branded furniture creates harmony while making the brand visible, recognizable and accessible. Booth Guidelines 37

38 6 Branded Furniture / Lectern Example on a white 0.6 m x 1.17 m lectern. Logo usage guidelines: Location: At the top of the lectern, half of the total height (total height (TH) = logo + clear space) from the top, as shown in the diagram below. Alignment: Centered. Logo size: The clear space should be two-thirds as wide as the lectern. For example, if the lectern is 60 cm wide, the clear space should be 40 cm wide. Materials: Colored adhesive film. Example on a 60 cm wide lectern 1/2 Ht 52 cm 60 cm Straight and centered 0 1 Echelle Scale x Ht x x Logotype Zone Clear de space protection Example of logo usage Booth Guidelines 38

39 6 Branded Furniture / Reception Desk Examples on white reception desks (1.5 m x 1.1 m and 3 m x 1.1 m). Logo usage guidelines: Location: At the top of the reception desk, half of the total height (total height (TH) = logo + clear space) from the top, as shown in the diagram below. Alignment: For very long reception desks, the logo should be straight and centered or, exceptionally, straight and positioned on the left or right depending on the desk design (storage areas, cupboards, shelves). Brand-block size: Half as wide as the reception desk. Materials: Colored adhesive film. Examples on white reception desks (1.5 m x 1.1 m and 3 m x 1.1 m) 1/2 Ht 1/2 Ht VISUEL NON CONTRACTUEL Straight and centered Straight and centered 0 1 Scale Echelle Example of logo usage x Ht x x Zone Clear de space protection Logotype Booth Guidelines 39

40 6 Branded Furniture / Conference Table or Desk Examples on white furniture. Logo usage guidelines: Location: At the top of the conference table or desk, half of the total height (total height (TH) = logo + clear space) from the top, as shown in the diagram below. Brand-block size: Between half and one third as wide as the conference table or desk (depending on its size). Materials: Colored adhesive film. Alignment: Centered. Example of position 1 on a 1 m x 0.75 m unit Example of position 1 on a 3 m x 0.75 m unit 1/2 Ht Straight and centered Straight and centered 0 1 Echelle Scale x Ht x x Zone Clear de space protection Logotype Booth Guidelines 40

41 6 Branded Furniture / Display Stands Examples on white display stands of various formats (for information purposes only). Logo usage guidelines: Location: At the top of the display stand, half of the total height (total height (TH) = logo + clear space) from the top, as shown in the diagram below. Alignment: Centered. Logo size: Half as wide as the display stand. Materials: Colored adhesive film. Position the logo in a way that best suits the object being displayed. If several display stands of different sizes are being used in one area, we recommend using the same size logo on all stands. Examples on different sized display stands 1/2 Ht 1/2 Ht 1/2 Ht x 1 m x 0.5 m display stand 1 m x 1 m display stand 0.8 m x 1.2 m display stand Ht x x Zone Clear de space protection Logotype Booth Guidelines 41

42 6 Branded Furniture / Small Stand Examples on small white stands Logo usage guidelines: Location: At the top of the stand, half of the total height (total height (TH) = logo + clear space) from the top, as shown in the diagram below. Alignment: Centered. Logo size: The clear space should be two-thirds as wide as the stand. For example, if the stand is 27 cm wide, the clear space should be 18 cm wide. Position the logo in a way that best suits the object being displayed Example on 27 cm wide stands 1/2 Ht 19 cm x Ht x 27 cm x Zone Clear de space protection Logotype Booth Guidelines 42