Graphic Elements Style Guide

Transcription

1 Graphic Elements Style Guide In partnership with Thermo Scientific Brand Specifications 1/2012

2 Table of Contents 1 Logo Usage and Standards 2 Typography 3 Color Palette 4 Messaging Hierarchy 5 Graphic Elements Specifications 6 1/2012 Thermo Scientific Brand Specifications

3 1 Logo Usage and Standards In partnership with Thermo Scientific Brand Specifications 1/2012

4 Logo Usage and Standards 1 Approved logo versions, in order of preference: 1. Standard 3. Black and white 2. Color on a black field 4. Reversed Rules to remember The logo may be represented only in the approved colors above The logo is not a typeface; don t match it to an existing typeface Always use the logo s original artwork Do not rebuild, redraw, recreate or distort the logo Do not insert the logo in text 1/2012 Thermo Scientific Brand Specifications

5 Logo Usage and Standards 1 Exclusion Zone An exclusion zone is the blank space or margin surrounding the logo. The exclusion zone gives the logo breathing space for maximum visibility. The logo must always stand clear of any other elements The exclusion zone is the space around all sides of the logo that is equal to the height of the letter T in Thermo No other graphic or text should appear within the exclusion zone Thermo Scientific Brand Specifications 1/2012

6 2 Typography In partnership with 1/2012 Thermo Scientific Brand Specifications

7 Typography 2 Helvetica Neue The Helvetica Neue family of fonts is used for headlines, sub-heads, body copy and call-outs. Leading should be set at -35 (with a maximum of -50 and minimum of -25). Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Regular Italic may be used when necessary Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Light Italic may be used when necessary Thermo Scientific Brand Specifications 1/2012

8 3 Color Palette In partnership with 1/2012 Thermo Scientific Brand Specifications

9 Color Palette 3 The colors below, pulled from the brand color palette, are approved for use in trade show materials. Corporate Palette Thermo Fisher Red, 646, Black and White comprise the corporate palette. White is a dominant component of the new trade show style. Thermo Fisher Red is used sparingly and mainly for the Thermo Scientific brand logo. TFS RED CMYK: CMYK: BLACK CMYK: WHITE CMYK: Selections from the Tertiary Palette The following colors from the tertiary palette have been selected to brighten and liven the overall exhibit. The colors are used for text as well as graphical (i.e., the colored bar) accents. When designing with the tertiary palette, the colors within images used should be taken into consideration so that complementary colors are selected. CMYK: CMYK: CMYK: CMYK: CMYK: CMYK: CMYK: CMYK: CMYK: Thermo Scientific Brand Specifications 1/2012

10 4 Messaging Hierarchy In partnership with 1/2012 Thermo Scientific Brand Specifications

11 Messaging Hierarchy 4 Tiered Messaging Example Tier One Tier Two Tier Three Tier Four Thermo Scientific Brand Specifications 1/2012

12 5 Graphic Elements Specifications In partnership with 1/2012 Thermo Scientific Brand Specifications

13 Image Specifications Exceptable photographic or graphic imagery (examples shown above): Vertical market shots Industry related shots Products in-use shots (work in process) Do not use stand-alone product shots. Thermo Scientific Brand Specifications 1/2012

14 5.1a I Light Box Duratrans Note: These can be used as tier 3 or 4 messaging level options dependent on the way the towers are used in an island configuration. 1/2012 Thermo Scientific Brand Specifications

15 5.1b I Light Box Duratrans Note: These can be used as tier 3 or 4 messaging level options dependent on the way the towers are used in an island configuration. Substrate Final Size: 40 x 26 Upper Color Band: 11.5 tall Lower Color Band: 14.5 tall Direct Print to ¼ Milk Plex Upper Color Band: 100% Lower Color Band: 25% Body Copy: Black Headline: Title case, white on any approved color Helvetica Neue Bold I 160 pt Leading 192 pt I Kerning -25 pt Sub-headline: Sentence case, white on any approved color Helvetica Neue Med I 105 pt Leading 126 pt I Kerning -25 pt Bullets: Sentence case, black on any approved color Helvetica Neue Med I 80 pt Leading 98 pt I Kerning -25 pt Left Justification: 2.5 indention Thermo Scientific Brand Specifications 1/2012

16 5.1c I Stand-off Graphics (for use with 5.6c I 10 Lexan w/ Graphic Post Accessory) Kit Substrate Final Size: 20 x 16 Upper Color Band: 6.5 tall Lower Color Band: 9.5 tall Digital Print Upper Color Band: 100% Lower Color Band: 25% Body Copy: Black Headline: Title case, white on any approved color Helvetica Neue Bold I 84 pt Leading 104 pt I Kerning -25 pt Sub-headline: Sentence case, white on any approved color Helvetica Neue Med I 62 pt Leading 72 pt I Kerning -25 pt Bullets: Sentence case, black on any approved color Helvetica Neue Med I 42 pt Leading 52 pt I Kerning -25 pt Left Justification: 1.6 indention Stand-off holes: From the centers, 1.6 to each edge 1/2012 Thermo Scientific Brand Specifications

17 5.2a I PowerPoint (Standard) Final Size/Ratio: 10 x 7.5 Upper Color Band: 3.4 tall N/A Color Band & Bullets: 100% Body Copy: Black Headline: Title case, white on any approved color Helvetica Neue Bold I 42 pt Leading 50 pt I Kerning -25 pt Sub-headline: Sentence case, white on any approved color Helvetica Neue Med I 30 pt Leading 38 pt I Kerning -25 pt Bullets: Sentence case, black Helvetica Neue Med I 21 pt Leading 30 pt I Kerning -25 pt Left Justification:.75 indention Thermo Scientific Brand Specifications 1/2012

18 5.2b I PowerPoint (Wide Screen) Final Size/Ratio: 16 x 9 Upper Color Band: 4 tall N/A Color Band & Bullets: 100% Body Copy: Black Headline: Title case, white on any approved color Helvetica Neue Bold I 70 pt Leading 84 pt I Kerning -25 pt Sub-headline: Sentence case, white on any approved color Helvetica Neue Med I 45 pt Leading 54 pt I Kerning -25 pt Bullets: Sentence case, black Helvetica Neue Med I 30 pt Leading 45 pt I Kerning -25 pt Left Justification: 1 indention 1/2012 Thermo Scientific Brand Specifications

19 5.3a I Front Tower Header with Corner Image Note: Only one theme treatment can be used per show. No mix & match. Example: If you use 5.3a then all headers must follow the same standard. Substrate Final Size: 89.5 x Corner Size: 43.5 x Logo Size: Upper 9.75 x 3 Text Space: 60 x 7.25 (Left Justified) Image Space: 23 x 18 Digital Print on ¼ White Sintra 100% Headline: Helvetica Neue Bold I 265 pt Leading 265 pt Kerning -25 to -50 pt Left Justification: 3.25 indention 5.3b I Front Tower Header without Corner Image Note: Only one theme treatment can be used per show. No mix & match. Example: If you use 5.3b then all headers must follow the same standard. Substrate Final Size: 89.5 x Logo Size: Left 20 x 6 Text Space: 54 x 5 (Right Justified) Digital Print on ¼ White Sintra 100% Headline: Helvetica Neue Bold I 330 pt Kerning -25 to -50 pt Justification: 5.5 indention on all sides Thermo Scientific Brand Specifications 1/2012

20 5.4 I Options for Additional Tier 3 and/or Tier 4 Signage 11 x 17 Graphic Stand Digital Photo Frame: Tabletop Bannerstand: *Color selection for tier 3 signage must match the colors used in the back wall graphic. 1/2012 Thermo Scientific Brand Specifications

21 5.4a I Options for Additional Tier 3 and/or Tier 4 Signage I Easel Sign *Color selection for tier 3 signage must match the colors used in the back wall graphic. Substrate Final Size: 11 x 8.5 Upper Color Band: 4 tall Lower Color Band: 4.5 tall Digital Print on 1/8 Sintra Upper Color Band: 100% Lower Color Band: 25% Headline: Title case, white on any approved color Helvetica Neue Bold I 45 pt Leading 49 pt I Kerning -25 pt Sub-headline: Sentence case, white on any approved color Helvetica Neue Med I 30 pt Leading 36 pt I Kerning -25 pt Bullets: Sentence case, black on any approved color Helvetica Neue Med I 23 pt Leading 28 pt I Kerning -25 pt Left Justification:.75 indention Image: Optional multiple transparency Thermo Scientific Brand Specifications 1/2012

22 5.4b I Options for Additional Tier 3 and/or Tier 4 Signage I Large Easel *Color selection for tier 3 signage must match the colors used in the back wall graphic. Substrate Final Size: 12 x 16 Upper Color Band: 5 tall Lower Color Band: 11 tall Digital Print to 1/8 Sintra Upper Color Band: 100% Lower Color Band: 25% Headline: Title case, white on any approved color Helvetica Neue Bold I 60 pt Leading 72 pt I Kerning -25 pt Sub-headline: Sentence case, white on any approved color Helvetica Neue Med I 40 pt Leading 48 pt I Kerning -25 pt Bullets: Sentence case, black on any approved color Helvetica Neue Med I 30 pt Leading 34 pt I Kerning -25 pt Left Justification: 1.25 indention Image: Optional multiple transparency 1/2012 Thermo Scientific Brand Specifications

23 5.4d I Options for Additional Tier 3 and/or Tier 4 Signage I Floor Supported Stand *Color selection for tier 3 signage must match the colors used in the back wall graphic. Substrate Final Size: 17 x 11 Upper Color Band: 5 tall Lower Color Band: 6 tall Digital Print Upper Color Band: 100% Lower Color Band: 25% Headline: Title case, white on any approved color Helvetica Neue Bold I 68 pt Leading 82 pt I Kerning -25 pt Sub-headline: Sentence case, white on any approved color Helvetica Neue Med I 44.5 pt Leading 53.5 pt I Kerning -25 pt Bullets: Sentence case, black on any approved color Helvetica Neue Med I 34 pt Leading 39 pt I Kerning -25 pt Left Justification: 1.25 indention Thermo Scientific Brand Specifications 1/2012

24 5.4e I Options for Additional Tier 3 and/or Tier 4 Signage I Tabletop Banner Stand Proposed Design Notes: Headline color must always match band color Bullet points must always begin at the center point of banner Text should always rest on top of the red rule as shown in the example below: *Color selection for tier 3 signage must match the colors used in the back wall graphic. Final Size: 19 x 34.5 Color Band: 1.75 thick up from bottom Logo Size: 7 x Red rule: 3.5 pt Headline: 26.5 up from bottom Digital Print on Bannerstand Material Color Band: 100% with transparency Body Copy: Black I Band Copy: White Headline: Title case, approved color on white Helvetica Neue Bold I 140 pt Leading 190 pt I Kerning -25 pt Sub-headline: Sentence case, approved color on white Helvetica Neue Med I 95 pt Leading 135 pt I Kerning -25 pt Bullets: Sentence case, black Helvetica Neue Light I 42 pt Leading 76 pt I Kerning -25 pt Justification: 1.5 indention on all sides Bullets aligned to center point 1/2012 Thermo Scientific Brand Specifications

25 5.5 I Bannerstand Notes: Headline color must always match band color Bullet points must always begin at the center point of banner Text should always rest on top of the red rule as shown in the example below: *Or any complimentary color from the tertiary palette Final Size: x Color Band: 3 thick / 58 up from bottom Logo Size: x 3.75 Red rule: 7 pt Headline: 72 up from bottom Digital Print on Bannerstand Material Color Band: 100% with transparency Body Copy: Black I Band Copy: White Headline: Title case, approved color on white Helvetica Neue Bold I 250 pt Leading 250 pt I Kerning -25 pt Sub-headline: Sentence case, approved color on white Helvetica Neue Med I 175 pt Leading 200 pt I Kerning -25 pt Bullets: Sentence case, black Helvetica Neue Light I 75 pt Leading 134 pt I Kerning -25 pt Color Band: Helvetica Neue Bold I 75 pt Leading 85 pt I Kerning -25 pt Justification: 2.5 indention on all sides Thermo Scientific Brand Specifications 1/2012

26 5.6 I 8 x8 Fabrimural Pop-Up Single Final Size: x 92.5 Logo Size: 18 x 5.5 Red rule: 7 pt Color Band: 4.5 tall 65 up from bottom Headline: 76 up from bottom Digital Print Color Band: 100% with transparency Headline: Title case, in any approved color Helvetica Neue Bold I 380 pt Leading 456 pt I Kerning -25 pt Sub-headline: Sentence case, black only, no punctuation Helvetica Neue Med I 190 pt Leading 228 pt I Kerning -25 pt Optional Color Band: Sentence Case, White Helvetica Neue Med I 180 pt Kerning -25 pt Left Justification: indention 1/2012 Thermo Scientific Brand Specifications

27 5.6a I Samples of Multiple 8 x8 Fabrimurals 10-1 unit 20-2 units 30-3 units Final Size (no endcaps): 92.5 x 92.5 Final Size (with endcaps): x 92.5 Logo Size: 16.8 x Red rule: 7 pt Color Band: 4.5 tall 66.5 up from bottom Headline: 76.5 up from bottom Digital Print Color Band: 100% with transparency Headline: Title case, in any approved color Helvetica Neue Bold I 385 pt Leading 462 pt I Kerning -25 pt Sub-headline: Sentence case, black only, no punctuation Helvetica Neue Med I 190 pt Leading 228 pt I Kerning -25 pt Left Justification: indention Thermo Scientific Brand Specifications 1/2012

28 5.6b I EZ Wall Front Back Final Size: x Logo Size: 9.7 x 3 Red rule: 7 pt Color Band: tall up from bottom Headline: up from bottom Digital Print Color Band: 100% with transparency Headline: Title case, in any approved color Helvetica Neue Bold I 275 pt Leading 280 pt I Kerning -35 pt Bullets: Sentence case, black only, no punctuation Helvetica Neue Med I 93 pt Leading 112pt I Kerning -25 pt Left Justification: 3.63 indention 1/2012 Thermo Scientific Brand Specifications

29 5.6c I 10 Lexan w/ Graphic Post Accessory Kit Note: The post graphic kit must be used on the left side of the unit only For stand-off graphic specifications, please refer to Section 5.1c Final Size: x Logo Size: 18 x 5.5 Red rule: 7 pt Color Band: 4.5 tall 63 up from bottom Headline: 73 up from bottom Digital Print Color Band: 100% with transparency Headline: Title case, in any approved color Helvetica Neue Bold I 360 pt Leading 380 pt I Kerning -25 pt Sub-headline: Sentence case, black only, no punctuation Helvetica Neue Med I 180 pt Leading 200 pt I Kerning -25 pt Left Justification: 13.5 indention Thermo Scientific Brand Specifications 1/2012

30 5.6d I 10 x 20 Lexan Final Size: x Logo Size: 18 x 5.5 Red rule: 7 pt Color Band: 4.5 tall 63 up from bottom Headline: 73 up from bottom Digital Print Color Band: 100% with transparency Headline: Title case, in any approved color Helvetica Neue Bold I 360 pt Leading 380 pt I Kerning -25 pt Sub-headline: Sentence case, black only, no punctuation Helvetica Neue Med I 180 pt Leading 200 pt I Kerning -25 pt Left Justification: 6.5 indention 1/2012 Thermo Scientific Brand Specifications

31 5.7 I 10 Light Blanket Single Final Size: x Logo Size: 18.9 x 5.75 Red rule: 7 pt Color Band: 4.75 tall 68 up from bottom Headline: 79.5 up from bottom Digital Print Color Band: 100% with transparency Headline: Title case, in any approved color Helvetica Neue Bold I 400 pt Leading 480 pt I Kerning -25 pt Sub-headline: Sentence case, black only, no punctuation Helvetica Neue Med I 200 pt Leading 240 pt I Kerning -25 pt Left Justification: 8 indention Thermo Scientific Brand Specifications 1/2012

32 5.7a I 10 Light Blanket Multiple units 30-3 units Final Size: x Logo Size: 18.9 x 5.75 Red rule: 7 pt Color Band: 4.75 tall 68 up from bottom Headline: 79.5 up from bottom Digital Print Color Band: 100% with transparency Headline: Title case, in any approved color Helvetica Neue Bold I 400 pt Leading 480 pt I Kerning -25 pt Sub-headline: Sentence case, black only, no punctuation Helvetica Neue Med I 200 pt Leading 240 pt I Kerning -25 pt Left Justification: 8 indention 1/2012 Thermo Scientific Brand Specifications

33 5.8 I 10 Pop-Up Single - European 509 mm 260 mm Helvetica Neue Bold pt. Helvetica neue medium pt 100 mm 480 mm Logo = 363mm x 111mm Red Rule = 7 pt. Color Band = 113 mm tall 1697 mm 1827 mm 1934 mm Final Size (no endcaps): 2241mm x 2280mm Final Size (with endcaps): 3001mm x 2280mm Logo Size: 363mm x 111mm Red rule: 7 pt Color Band: 113mm tall 1697mm up from bottom Headline: 1934mm up from bottom Digital Print Color Band: 100% with transparency Headline: Title case, in any approved color Helvetica Neue Bold I 334 pt Leading 480 pt I Kerning -25 pt Sub-headline: Sentence case, black only, no punctuation Helvetica Neue Med I 180 pt Leading 216 pt I Kerning -25 pt Left Justification: 509mm indention Thermo Scientific Brand Specifications 1/2012

34 Specs and Guidelines for Large Format Printing Czarnowski Graphics is a full service graphics department offering large format digital printing, mounting and vinyl application. Any questions or problems with the following specifications should be directed to Greg Bowman, Graphics Manager, at gbowman@czarnowski.com or Platform: MAC - preferred PC - only in software listed below Software: (in order of preference) Illustrator CS5 Photoshop CS5 InDesign CS5 Media: Digital cd dvd usb jump drive external usb/firewire hard drive Turnaround Time Standard: 2 weeks from approved proofs. Contacts: Greg Bowman Graphics Manager gbowman@czarnowski.com John Waddell Graphic Production Artist jwaddell@czarnowski.com Main Office: Czarnowski graphics can receive files (proofs, fpo s, vector logos only) via at gbowman@czarnowski.com or jwaddell@czarnowski.com PLEASE SEND ALL FILES VIA DISK. *Hard copies required. FTP (file transfer protocol) We can receive files via an ftp site but prefer to think of it as for emergencies only, and ask that these files be limited to 100mb. Anything over must be sent on disk. Color: colors are required to ensure exact color matching. All digital photographic artwork must be supplied as cmyk. Resolution: For optimal results, files should be set-up at a maximum of 150 final size. As file sizes grow, the overall dpi may need to change to control file size. For 1/4 and 1/2 scale files, please adjust the dpi accordingly. Failure to submit files at the optimal dpi may result in compromised final product. Bleed: All files, regardless of program, should include a minimum of 1/2" of bleed all around. Also, all pertinent info should remain at least 1/4" inside the final size of the graphic to ensure nothing gets cut off. Fonts: All fonts should be converted to outlines. In addition, please include all pertinent fonts in Mac format. Photoshop: Raster (resolution dependent) Provide Photoshop files as.tiff,.eps or.psd. Jpg files are low resolution and should be used for proofing purposes only. Photoshop files should be set-up as cmyk. Illustrator/Freehand: Vector (resolution independent) Illustrator/Freehand files should be submitted as.ai,.eps. All linked or embedded files should be included seperately for support. Illustrator files should be set-up as cmyk. InDesign: Page Layout InDesign is typically used for offset printing and is NOT recommended for large format output. If these files must be submitted please note that there will be extra file preparation time required. 1/2012 Thermo Scientific Brand Specifications rev