Corporate Branding S t y l e g u i de & M a n ua l

Transcription

1 Corporate Branding S t y l e g u i d e & M a n ua l R E V I S E D J U N E,

2 Introduction Corporate Branding Mission Brand Policies and Procedures Brand Name and Usage Business Name and Appearance Logo, Icon, and Avatar Definition Eagle Technology Fonts Logos, Branding, and Print Headers Body Text, Image Captions, and Callouts Eagle Technology Logo Color Usage and Definition Approved Logo Variations Approved Icon Usage Unacceptable Logo Variations Logo, Icon, and Avatar Use Guidelines Best Business Practice Statement Business Stationery Signatures Proteus Product Logo Proteus Logo Color Usage and Definition Approved Logo Variations Approved Icon Usage Proteus MMX Logo Color Usage and Definition Approved Logo Variations Approved Icon Usage Equipsoft Product Logo Equipsoft Logo Color Usage and Definition Approved Logo Variations Equipsoft Icon Product Avatars When to Use Avatars Approved Avatar Designs E A G L E T E C H N O L O G Y, I N C. 2 E A G L E C M M S. C O M

3 Introduction Corporate Branding Mission To enforce the consistent quality and standardization of the Eagle Technology, Inc. brand, the marketing department has created this style guide. The style guide ensures that the continuity of brand materials created by Eagle Technology, Inc. for both internal and external audiences enforces the brand image and position in the marketplace. Therefore, we ask that you comply with the marketing guidelines that have been established. The style guide facilitates the proper use and delivery of all branded collateral materials produced by Eagle Technology, its departments, and its employees. It covers typography, logo, and color usage, along with templates for correspondence. To enforce the guidelines established in the style guide, a marketing policy and procedures has been put in place and will be managed by Matthew Wagner (MatthewW@eaglecmms.com). Brand Policies and Procedures The marketing department is committed to helping Eagle Technology produce a professional brand presence. In assisting you, we have the responsibility of maintaining consistent brand positioning. Signalfire, LLC PO Box Hobbs Drive Delavan, WI Tel: info@signalfire.us E A G L E T E C H N O L O G Y, I N C. 3 E A G L E C M M S. C O M

4 Use of This Guide The use of this style guide is to offer guidance in the effective use of Eagle Technology s corporate brand as well as the individual product brands. While this document will attempt to be as comprehensive as possible, no one can foresee every eventuality. Apply this style guide as a reference for demonstrated instances and in situations not described as guidelines for making a brand-intelligent decision. Brand Name and Usage Business Name and Appearance Eagle Technology seeks to maintain a standard of excellence begun in How the business entity is referenced in text form is a critical first step in developing the brand standard. Eagle Technology, Inc. When referencing the business in any legal or contractual function, it is important to use the full business name with its incorporated status. The entire business entity name should appear: always in the same size, weight, and kerning always with the comma between Technology and Inc. always with a period after Inc. always in title case (capital letters for each word) never with a line break separating any of the three words never abbreviate Technology as Tech Eagle Technology In instances when referencing the business in a non-legal environment, the use of Eagle Technology is acceptable. The business name should appear: always in the same size, weight, and kerning always in title case (capital letters for each word) never with a line break separating the two words never abbreviate Technology as Tech E A G L E T E C H N O L O G Y, I N C. 4 E A G L E C M M S. C O M

5 Eagle When referencing the business in casual instances, the use of Eagle is acceptable. The business name should appear: always in the same size, weight, and kerning as surrounding text always in title case (capital letters for the one word) avoid being the last word on a line Unacceptable Uses Incorrect usage of the entire business entity or business name may occur. Please be sure to check for these common unacceptable uses of the business name. The entire business entity or business name should: never appear in lower case lettering never referred to as a pronoun (he/her) never abbreviate Technology as Tech never replace Technology with Technologies never separate words with a line break Logo, Icon, and Avatar Definition A Logo will be defined as a graphic representation of the business or product that consists of the business or product name and graphic illustration. The two should always appear together and within the defined parameters. An Icon will be defined as graphic representation of the business or product consisting solely of the graphic illustration. The graphic illustration will appear without enclosures or supporting text. An Avatar will be defined as a graphic representation of the business or product consisting of the graphic illustration within an enclosure. An Avatar s size will vary slightly, but always be geared towards web or video use. E A G L E T E C H N O L O G Y, I N C. 5 E A G L E C M M S. C O M

6 Eagle Technology This section will detail the use of Eagle Technology s primary corporate logo; commonly referred to as the umbrella brand. Fonts Fonts will normally be included in any production folder of electronic files provided by Eagle Technology. Should you encounter a missing or under-delivered font, please contact Eagle Technology or Signalfire. The font of Helvetica was chosen for its compatibility across software platforms, the Internet, and mobile devices. The weight variations of the font will depend on specific use in relation to content. Logos, Branding, and Print Headers Helvetica Black Here is an example of the font being used. Helvetica Bold Here is an example of the font being used. Helvetica Here is an example of the font being used. Blair Medium ITC Here is an example of the font being used. Width 80%, Kerning 10 Body Text, Image Captions, and Callouts Helvetica Condensed Here is an example of the font being used. Helvetica Condensed Bold Here is an example of the font being used. Helvetica Condensed Bold Italics Here is an example of the font being used. Helvetica Condensed Italics Here is an example of the font being used. E A G L E T E C H N O L O G Y, I N C. 6 E A G L E C M M S. C O M

7 PRODUCT ORGANIZATIONAL CHART Product line consolidated to simply Equipsoft since Asset Controller and Quick Maint were end-of-lifed. Dropping of MX4 name to eliminate confusion with Proteus MMX. easset Controller for Canadian Government may be explored. Expired product lines and names will be included in SEO portions, but clear indication of new name will remain. E A G L E T E C H N O L O G Y, I N C. 7 E A G L E C M M S. C O M

8 wing or graphic illustration logo text Eagle Technology Logo The Eagle Technology logo is comprised of two (2) principal components: the wing and the logo text. The entire logo can appear in several color combinations: Two (2) color - PMS 384 and Black (K) Four color process (CYMK) Grayscale - Black (K) and 50% tint of Black (K) Black & White - Black (K) Color Usage and Definition Eagle Technology utilizes two principal colors: Pantone Matching System (PMS) 384 and Black. PMS 384 Black C 48 0 M 29 0 Y K R G B 0 0 PMS 384 BLACK Hex E A G L E T E C H N O L O G Y, I N C. 8 E A G L E C M M S. C O M

9 Approved Logo Variations Color PMS 384, 80% Tint Black, & Black Grayscale 50% Tint Black & Black B&W 100% Black Reverse White (0% K) Approved Icon Usage Color PMS 384 Black 100% Black Reverse White (0% K) E A G L E T E C H N O L O G Y, I N C. 9 E A G L E C M M S. C O M

10 Unacceptable Logo Variations No Color Changes to Wing Do not edit, modify, or in any other way change the color of the wing. No Color Changes to Text Do not edit, modify, or in any other way change the color of the text. Logo Organization Do not edit, modify, or in any other way change the arrangement. Text Color Do not edit, modify, or in any other way change the color of the text. Proportions Do not edit, modify, or in any other way change the proportions of individual elements. Partial Text Do not edit, modify, or in any other way change the amount of text displayed in the logo. E A G L E T E C H N O L O G Y, I N C. 1 0 E A G L E C M M S. C O M

11 Logo, Icon, and Avatar Use Guidelines The chart below offers guidance on which of the logo, icon, or avatar options to use including file format, color, grayscale, or black and white. Situation* Stationery and brand collateral Color Gamut Spot (PMS Coated) File Type AI or TIFF Printed marketing material CMYK AI or PSD Web RGB JPG, GIF, or PNG Video RGB PNG Promotional material (screen printing or embroidery) Spot AI, EPS, or PSD Internal software use RGB GIF or PNG MS Office documents (Word, Excel, PowerPoint, etc.) RGB PNG Considerations Business collateral will be printed in a 2 color, offset press environment. Transparent, vector-based or high resolution bitmap files are required. Business collateral printed in full color on either offset press or digital production. Colors will be optimized for CYMK production. Business collateral published to the Internet. GIF and PNG files best utilized when transparent background is required. JPG will offer smallest file types, but with set background color. Business collateral reproduced in video. PNG files best utilized when transparent background is required. Offers best anti-aliasing. Business collateral will be produced in a solid color environment. Transparent, vector-based or high resolution bitmap files are required. Business collateral utilized in internal software builds. GIF and PNG files best utilized when transparent background is required. Business collateral utilized in common office program documents require PNG files for transparency and most effective or highest quality scaling. * Situation refers to the environment in which the logo graphic will be used or reproduced. File type refers to the fi le or program type being utilized in layout or production. Files may be placed in layout platforms such as InDesign, Quark, etc. Best Business Practice Statement No style guide can plan for every eventuality of brand use. When it comes to utilizing the Eagle Technology brand, a practical approach is recommended. How will the brand be best served? How will the logo, icon, or avatar display most effectively? Please take a practical approach to adhering to the guidelines outlined in this document. If there are any questions, please contact Matthew Wagner or a member of Signalfire s team. E A G L E T E C H N O L O G Y, I N C. 1 1 E A G L E C M M S. C O M

12 Business Stationery Business cards (below) will be printed in PMS 384 and Black (K) (2/2) on 80# bright white cover stock. Recommended: Neenah Paper, 80# Cover Solar White Harshad Shah president North Towne Square Road Mequon, WI U.S.A. tel: toll free: mobile: fax: Scan with your mobile device s QR code reader to learn more details about Eagle s solutions. eagle is about solutions... maintenance software for facilities and manufacturing consulting and implementation services for client success Corporate letterhead (right) will be printed in PMS 384 and Black (K) on 24# writing stock. Recommended: Neenah Paper, 24# Writing Solar White Standard #10 envelope (below) and standard #10 window (not pictured) will be printed in PMS 384 and Black (K) on 28# text stock. Recommended: Neenah Paper, 28# Text Solar White North Towne Square Road Mequon, WI U.S.A North Towne Square Road Mequon, WI U.S.A. tel: toll free (usa & can): fax: E A G L E T E C H N O L O G Y, I N C. 1 2 E A G L E C M M S. C O M

13 Signatures Eagle Technology s signatures will be standardized and text based. Text based signatures work most consistently between multiple platforms, mobile devices and web based clients. Links within the signature will be plain text to ensure correct direction. The contents of each signature will be limited to name, title, company name, phone number, fax number, optional mobile number, website, and optional links to Eagle Technology s Twitter account. Fonts should be limited to Arial or Helvetica. Size and spacing is described in the below example. The only color permitted will be black. Refrain from disclaimers, quotes, green messages, or other statements outside the scope of material outlined here. Example: John Q. Public Account Executive Eagle Technology, Inc. Office Mobile (optional) Toll Free (US and Canada) (optional) 11 pt BOLD 10 pt Regular Full line break 11 pt BOLD 10 pt Mixed Regular / BOLD 10 pt Mixed Regular / BOLD 10 pt Mixed Regular / BOLD 10 pt Regular 10 pt Regular E A G L E T E C H N O L O G Y, I N C. 1 3 E A G L E C M M S. C O M

14 Proteus Product Logo This section will detail the use of Eagle Technology s Proteus product line including: Proteus Proteus MMX Definition of Proteus and Proteus MMX The Proteus product line has evolved with the re-establishment of Eagle Technology s brand. Eliminating the Proteus V, Expert and Enterprise designations allows Eagle to develop a stronger brand position for Proteus MMX. This unification of products will allow for a less confusing product presentation and stronger brand recognition. Product Name and Appearance When referencing the product, it is important to use consistent and correct usage. The product name should appear: always in the same size, weight, and kerning always in title case (capital letters for each word) Proteus MMX should always appear in the same baseline (without subscripting or superscripting) never with a line break separating any of the words never capitalize any other letter than P in Proteus or MMX the use of ProTeus is unacceptable Fonts The fonts used for all Proteus and Proteus MMX materials should match those of the general Eagle Technology brand found on page 6 of this document. E A G L E T E C H N O L O G Y, I N C. 1 4 E A G L E C M M S. C O M

15 Proteus Logo The Proteus logo can appear in several color combinations: Four (4) colors - PMS 300, PMS 144, PMS 194, 70% Tint of Black (K) and Black (K) Four color process (CYMK) Grayscale - Black (K) and 50% tint of Black (K) Black & White - Black (K) Color Usage and Definition Proteus utilizes four principal colors: Pantone Matching System (PMS) 300, PMS 144, PMS 194, and Black. PMS 300 PMS 144 PMS 194 Black C M Y K R G B Hex 0063be f d3d PMS 300 PMS 194 PMS 144 BLACK E A G L E T E C H N O L O G Y, I N C. 1 5 E A G L E C M M S. C O M

16 Approved Logo Variations Color PMS 300, PMS 144, PMS 194, 70% Tint of Black (K) and Black (K) Grayscale 40% Tint Black (K), 60% Tint Black (K), 80% Tint Black (K), and Black (K) B&W 100% Black (K) Reverse 100% White Approved Icon Usage Color PMS 300 PMS 144 PMS 194 Black 100% Black Reverse White (0% K) E A G L E T E C H N O L O G Y, I N C. 1 6 E A G L E C M M S. C O M

17 Proteus MMX Logo The Proteus MMX logo can appear in several color combinations: Two (2) colors - PMS 300, 70% Tint of Black (K) and Black (K) Four color process (CYMK) Grayscale - Black (K) and 50% tint of Black (K) Black & White - Black (K) Color Usage and Definition Proteus MMX utilizes two (2) principal colors: Pantone Matching System (PMS) 300 and Black (K). PMS 300 Black C 89 0 M 63 0 Y 0 0 K R 0 0 G 99 0 B Hex 0063be PMS 300 BLACK E A G L E T E C H N O L O G Y, I N C. 1 7 E A G L E C M M S. C O M

18 Approved Logo Variations Color PMS 300, 70% Tint of Black (K) and Black (K) Grayscale 40% Tint Black (K), 60% Tint Black (K), 80% Tint Black (K), and Black (K) B&W 100% Black (K) Reverse 100% White Approved Icon Usage Color PMS 300 Black 100% Black Reverse White (0% K) E A G L E T E C H N O L O G Y, I N C. 1 8 E A G L E C M M S. C O M

19 Equipsoft Product Logo This section will detail the use of Eagle Technology s Equipsoft product line. Equipsoft was an entry-level software competitor acquired by Eagle Technology in Equipsoft Eagle, Inc. will be referenced as Equipsoft. Former product lines, such as MX4 and others will be known simply as Equipsoft. Product Name and Appearance When referencing the product, it is important to use consistent and correct usage. The product name should appear: always in the same size, weight, and kerning always in title case (capital letters for each word) never with a line break separating any of the words never capitalize any other letter than the E in Equipsoft Fonts The fonts used for all Equipsoft materials should match those of the general Eagle Technology brand found on page 6 of this document. E A G L E T E C H N O L O G Y, I N C. 1 9 E A G L E C M M S. C O M

20 Equipsoft Logo The Equipsoft logo is the single deviation from the wing design family. Because of the previous brand history, a separate product logo exists. The entire logo can appear in several color combinations: Two (2) color - PMS 384, 70% Tint of Black (K), and Black (K) Four color process (CYMK) Grayscale - Black (K) and 50% tint of Black (K) Black & White - Black (K) Color Usage and Definition Equipsoft utilizes two (2) principal colors: Pantone Matching System (PMS) 384 and Black. PMS 384 Black C 48 0 M 29 0 Y K R G B 0 0 Hex PMS 384 BLACK E A G L E T E C H N O L O G Y, I N C. 2 0 E A G L E C M M S. C O M

21 Approved Logo Variations Color PMS 3125, 80% Tint of Black (K) Grayscale 50% Tint Black (K) and Black (K) B&W 100% Black (K) Reverse 100% White Equipsoft Icon The Equipsoft logo is the single deviation from the wing design family. Because of this design, a stylized icon will not be available. The full logo should be utilized in all instances. E A G L E T E C H N O L O G Y, I N C. 2 1 E A G L E C M M S. C O M

22 Product Avatars Avatars, as defined previously, are small, web sized graphic representations meant to symbolize or identify Eagle Technology or one of the indicated Eagle products. When to Use Avatars Avatars will only be used in web or mobile application environments to symbolize Eagle s entire brand or a specific product. These symbols will be color coded for specific products and are not interchangeable. Avatars should be used: in mobile applications as a startup icon in social media in website design as a favicon in software applications Avatars should not be used: in any printed materials in communications in personal social media (outside of approved Eagle Technology accounts) in presentation materials such as PowerPoint slides or webinars Approved Avatar Designs Eagle PMS 384 Proteus PMS 194 Proteus MMX PMS 300 Equipsoft PMS 384 E A G L E T E C H N O L O G Y, I N C. 2 2 E A G L E C M M S. C O M

23 Notes E A G L E T E C H N O L O G Y, I N C. 2 3 E A G L E C M M S. C O M