Branding guide
Delivering results through responsible operations in a sustainable sea Contents Introduction.... 4 Vision and values.... 5 Logo.... 6 Colors.... 8 Photography.... 10 Illustrations.... 12 Typography.... 14 Mail signature... 15 Branding guide 3
Introduction Vision and values The branding guide ensures that our company appears in a unified manner. It is a roadmap for how our employees communicate with each other and the market. The purpose of the guide is to remind us of our core values and goals, and to ensure consistency in both written and visual communications. The guide is also a visual tool which includes guidelines for logo, colors, photography, typography, mail signature and illustrations. These guidelines should always be considered when sending out any type of communication from. Our business is based on delivering results through an honest dialogue, sustainable operations and helping each other succeed. This guide is a part of that foundation and we encourage you to use it regularly. Alan Mackern Chairman has developed a value platform which includes the company s vision statement, core values and business strategies. The platform is the core of our operations, communications and branding. The platform constitutes the guidelines for what we do, how we do it and where we are headed. Vision statement The vision statement constitutes the goal we always work toward: Delivering results through responsible operations in a sustainable sea Core values The core values describe the foundation our business is built upon: Hands-on operations Focus on health, safety, environment, quality Developing people and teams Customer confidence Business strategies The business strategies describe how we will reach our goal, operating according to our core values: Maintain and improve operations to ensure excellent product quality Be a safe and attractive employer with a shared value set Deliver results for our shareholders Act sustainably towards the marine environment and local societies 4 Branding guide Branding guide 5
Logo TM part of Ocean Harvest Centurión del Atlántico The logo consists of the company name and the ripple icon below. The ripple icon should always be used as part of the logo. The size of the name and the ripple should always be in the same proportionate relationship. It is not permitted to change the size or move one of the elements in relation to the other. The name is in dark blue and the ripple is in light blue (details on page 8). The logo should, if space permitted, be used in the horizontal version with the two words on the same line. If there is a space constriction, the vertical version with the name on two lines can be used. The same rules on proportionate relationship applies to this logo. The minimum size of the horizontal logo is 3 cm, the minimum size of the vertical logo is 2 cm. The logo should always have a minimum amount of space around it, consisting of the logo height on top and bottom of the logo, and the ripple width on each side. The logo can also appear in black if color restrictions or white on a dark background. If the logo is used on top of a picture, the logo color should be chosen based on what gives the best contrast and visiblity. The subcompanies of will appear in the same font and with the ripple centered below the name. A tagline with part of will be used in some circumstances. All subcompany logos will appear in dark blue. Color, size and proportionate placement of the respective logos should under no circumstances be changed. 6 Branding guide Branding guide 7
Colors The color palette consists of two primary colors and three secondary colors. The secondary colors also have a support palette. primary palette The dark and light blue should always be used for the company logo and all subcompanies, with the company name in dark blue and the ripple in light blue. The dark blue is the primary color for headings and subheadings in all communications. Black is used as body font in all digital or printed items. White is the dominant color in the design. Conscious use of white space around the content makes it easier for the eye to navigate. The secondary palette and secondary support palette mirrors the difference between the two blues - the clear, solid color and the reflection, the logo name and the ripple icon. 100/50/20/10 0/103/148 secondary palette 29/100/53/15 161/29/79 45/76/87/67 69/34/14 45/10/15/0 138/192/207 11/10/20/7 210/205/189 secondary support 11/40/23/6 209/155/159 18/31/35/27 161/137/124 4/4/8/3 233/230/222 The beige and the secondary support palette are primarily background colors for text boxes etc. For digital and Office (Powerpoint, Word or Excel) use, the color values are used, which stand for Red, Green and Blue. For print purposes the color values are used, which stand for Cyan, Magenta, Yellow and black. In figures and graphs, all colors can be used if needed. When only two colors are needed, dark blue should be the main color and magenta should indicate the portion of the figure which stands out. The color palette should be used consistently in all internal and external communications to reinforce the brand and identity. It is not permitted to use colors that are not in the color palette. 8 Branding guide Branding guide 9
Photography The photography in supports our vision and values. The photograhies are up-close and honest, showing hands-on operations at sea. They show the beautiful marine landscape that our vessels navigate in. They show our people in the offices making sure operations run smoothly. Preferably, the photographer should focus on one working situation, subject or part of the scenery while blurring out the background or foreground of the photo. To achieve this, the camera should be set to Aperture priority. A smaller f-stop will create a larger depth of field and be able to separate the foreground and background better, blurring the background. Create enough distance between the camera and the subject so that you can zoom in on the subject, or use a 35 mm fixed lens which is great for those blurry backgrounds. Make sure there is enough distance between the subject and the background in the scene. The photos should be taken with natural light. The photos should be candid, showing people at work and natural scenery, not staged or planned. Portraits should be taken with the same guidelines in mind - natural light, focusing on the subject and blurring out the background. Our work day is demanding, requiring extreme focus on detail, both for safety of our employees and quality of the products we harvest. Our employees can spend up to two months at sea before they see land again. Our photographs should invite the viewer along for the ride, give an idea of what that life can be like. 10 Branding guide Branding guide 11
Illustrations The illustrations reinforces our vision, the movement of tying responsibility and sustainability together to reach results. It is inspired by ocean currents, allowing the layout a more dynamic look. The ocean current illustrations can be used on covers with white background or with photos in the background. They can also be used in smaller size as a design element on a page. The illustrations can be used in any of the colors. On white background, one of the primary or secondary colors should be used, on picture backround, one of the secondary support colors should be used. The illustration can be used in its current position or rotated 180 degrees. It should not be rotated to any other angle or stretched out of proportion. Along with the illustrations, small photos have been made which follow the shape of the current. These can be used on illustrations in both directions, depending on the shape of the photos. Photos can be placed on top of the illustration or under the lines. Shaped photos can only be used with illustrations on white background. 12 Branding guide Branding guide 13
Typography Mail signature Sansation Best regards, Century Gothic Sansation regular is the logo and header font. It is chosen because of it s modern and clean expression which represents the brand. Century Gothic has similar qualities and is chosen as our text font. Century Gothic is installed in the Office package and can be used as a replacement in Word, Powerpoint and Excel. It can also set up as the e-mail font. Consistent use of the company fonts will contribute to building the brand and identity. When available, Sansation regular should be used as header font. Name Title Cell phone with country code Email Web 14 Branding guide Branding guide 15