CLIPPER DESIGN GUIDELINES. Issue 8 May 2018 EXTRACT

Transcription

1 DESIGN GUIDELINES Issue 8 May 2018 EXTRACT

2 CONSISTENCY & RECOGNIZABILITY DESIGN GUIDELINES present the visual universe of Clipper. They illustrate the graphical elements of our design platform and explain the principles for use and implementation. The main purpose of Clipper Design Guidelines is to ensure consistency and recognizability in the way Clipper appears and is presented. Use Clipper Design Guidelines as a practical tool when working with Clipper s graphical elements - whether it s for printed publications, merchandise, or online purposes. By respecting and following the guidelines, we can all contribute to Clipper s corporate brand. If you have any questions or comments to the guidelines, please contact us at corp.comm@clipper-group.com. Best regards, Emma Wahlberg Group Communication Copyright Clipper

3 CONTENTS 1. BASIC ELEMENTS Clipper logo Logo in modular grid Logo with divisions Logo in standard sizes Secondary logo Secondary logo in modular grid Logo formats Typography & fonts Corporate colors Copyright Clipper

4 BASIC ELEMENTS

5 LOGO + = The Clipper name consists of the name and the Clipper symbol. The name, symbol and logo are specially designed for Clipper. Always use the original logo files, never try to modify the elements. Name, symbol and logo are made in Clipper Blue. Black and white versions exists as well, and can be used when the blue color is not optimal. From time to time it can be most optimal to use only the Clipper name as a logo - i.e. without the Clipper symbol. This has been done for example on Clipper business cards. The name is a part of the Clipper logo and has been specially designed for Clipper. Always use the original files, never try to modify the elements. The Clipper name is available in Clipper Blue, black and white versions. Copyright Clipper

6 LOGO IN MODULAR GRID Borderline The Clipper logo is constructed in a modular grid which defines the proportions and the placing of the logo elements (name and symbol), as well as the minimum distance to neighbouring elements and text. X In order to avoid visual disturbance a surrounding area is defined around the logo. Except for logos with division names (Group, Bulk) the area within the borderline must always remain free of other information. LOGO 100% / X = 10 mm Copyright Clipper

7 LOGO IN STANDARD SIZES Borderline When necessary, the logo can be scaled down to 70%, 50% or 40%. Recommended minimum size is 40%. There are no standard sizes for scaling the logo up. X When scaling the logo up or down, it is important to constrain the original proportions and to respect the minimum distance to neighbouring elements and text (see Logo in modular grid). 70% / X = 7 mm Borderline Borderline X X 50% / X = 5 mm 40% / X = 4 mm Copyright Clipper

8 SECONDARY LOGO Sometimes it is not practical to use Clipper s primary logo. For narrow, tall subjects a special upright sized version of the logo has been designed, with the name centered below the symbol. This is called Clipper s secondary logo. The secondary logo is typically used on give-aways, sports clothing and other items where a vertical format works better than the horizontal primary logo. The secondary logo is made in Clipper Blue. Black and white versions exists as well, and can be used when the blue color is not optimal. The secondary logo can not be used together with division names or similar. Copyright Clipper

9 SECONDARY LOGO IN MODULAR GRID Borderline Clipper s secondary logo is constructed in a modular grid which defines the proportions and the placing of the logo elements (name and symbol), as well as the minimum distance to neighbouring elements and text. In order to avoid visual disturbance a surrounding area is defined around the logo. The borderline must always remain free of other information. When necessary, the secondary logo can be scaled down to 70%, 50%, 40% or 20%. Recommended minimum size is 20%. There are no standard sizes for scaling the logo up. When scaling the logo up or down, it is important to constrain the original proportions and to respect the minimum distance to neighbouring elements and text (modular grid). X SECONDARY LOGO 100% / X = 10 mm Copyright Clipper

10 LOGO FORMATS The Clipper logos are available in two formats:.jpg and.eps..jpg is typically used in MS Office applications and other daily use. The.jpg files are delivered in RGB colors..eps are scalable vector files for professional use, available in both CMYK and PMS colors. The most common Clipper logos are shown on the left. For all Clipper symbol or logo enquiries, please contact Group Communication at Copyright Clipper

11 TYPOGRAPHY & FONTS Signa Column Black ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvxyzæøå ,. - () & Signa Column Bold ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvxyzæøå ,. - () & Signa Column Light ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvxyzæøå ,. - () & Verdana Bold ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvxyzæøå ,. - () & Clipper uses two standard fonts: Signa Column and Verdana. Both are graphically in good accordance with the logo. Signa Column is used in printed material such as brochures, fact sheets, advertisements, posters, business cards etc. Signa is also used on clipper-group.com Signa Column Black is used for headers, Signa Column Bold for sub headers, and Signa Column Light for body text and footers. Verdana, a standard MS Office font, is used in daily communication, e.g. in Powerpoint and Word. Verdana can be used in Regular or Bold. Exceptions: Source Han Sans CN for Simplified Chinese incl. clipper-group.com Arial Unicode MS for Asian characters not supported by above Arial in Excel and for symbols not available in Signa/Verdana Verdana Regular ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvxyzæøå ,. - () & Copyright Clipper

12 CORPORATE COLORS Clipper blue Black Blue and Black are the primary colors of Clipper. To avoid too much visual disturbance, the use of other colors should be limited to the secondary colours shown on the left. PMS 295 CMYK C:100 M:60 Y:20 K:45 RGB R:18 G:57 B:95 RAL 5003 Sapphire Blue 3M foil HEX #12395f PMS Black CMYK C:40 M:40 Y:40 K:100 RGB R:10 G:10 B:10 HEX #0a0a0a Ocean blue Grey blue Light blue Grey RGB colors are typically used in daily communication. CMYK and PMS colors are used in professional printing. HEX colors are for online use including Clipper Bridge. The colors are displayed in RGB on this page. To supplement the corporate colors, additional colors can be used on Clipper Bridge (please see below). Identical colours may appear differently depending on paper type and media. PMS 313 CMYK C:100, M:0, Y:11, K:2 RGB R:0, G:152, B:195 HEX #0098c3 PMS 2208 CMYK C:68, M:26, Y:19, K:3 RGB R:104, G:143, B:164 HEX #688fa4 PMS 2204 CMYK C:32, M:2, Y:7, K:1 RGB R:172, G:206, B:217 HEX #acced9 PMS Cool Gray 4 CMYK C:7, M:4, Y:6, K:19 RGB R:183, G:184, B:185 HEX #b7b8b9 Group, Bulk, Trainee CFM IT Branding, HR, S&P, COACH Green Red Orange HEX #12395f HEX #4b8255 HEX # HEX #0098c3 Finance & Accounting Shipping Services Staffclub Special events PMS 2258 PMS 1807 PMS 151 HEX #6b1353 HEX #6a7870 HEX # HEX #71fc07 CMYK C:83, M:0, Y:100, K:9 CMYK C:11, M:95, Y:71, K:33 CMYK C:0, M:43, Y:91, K:0 RGB R:70, G:146, B:83 RGB R:158, G:48, B:57 RGB R:255, G:136, B:62 Copyright HEX # Clipper 2018 HEX #9e3039 HEX #ff883e 12