Aclara Corporate Identity. Standards & Design Guidelines

Transcription

1 Aclara Corporate Identity Standards & Design Guidelines

2 Introduction Aclara has brought together the leading metering and data management companies of ESCO Technologies each well known and well established within the utility industry and launched a new name, logo, Web site, and marketing campaign for our newly united company. This manual will help you understand the correct usage of Aclara s branding elements. Our identity standards are important in maintaining the consistent, high-quality look that our customers will identify with our company, our products and services, and our brand. Inconsistent use of these elements can create confusion for customers and weaken the impact of our message. This manual provides detailed information on how to maintain the consistency of our brand identity in all our marketing and business communications. By following the guidelines closely, you will help Aclara clearly communicate our vision, mission, position, values, and the strength of our technologies.

3 Aclara Brand Position and Strategy Our vision Aclara is the utility industry s thought leader in the design, development, and deployment of utility data communications systems. Our mission Overall improved efficiencies for utility networks Improved utility performance and reliability Lower costs and resource-generation requirements Usage and rate information that allows consumers to act Our position Leading the way in the design, development, and deployment of total utility communications systems Finding new ways to improve network efficiencies Continuously advancing utility and network performance and reliability Keeping ahead of requirements for cost management and resource generation Making usage and rate information more accessible and more understandable for consumers Our values The integrity of our products and our people Our consumer-centric philosophy Our drive for innovation and creative thinking Our entrepreneurial spirit Our dedication and strong work ethic Our brand Brand essence is the fundamental characteristic by which our brand can be defined. It is our brand s promise expressed in the simplest, most singleminded terms. While it doesn t appear on external communications, our brand essence is the inspiration for all external messaging. Aclara s brand essence is The intelligence of reliable utility performance.

4 Aclara Brand & Corporate Identity Standards Table of Contents Aclara Brand Position & Strategy Introduction Our Vision / Mission / Position / Values / Brand 1. Corporate Identity About the Aclara Logo and Tagline Aclara Logo Proportions Aclara Logo Color Variations Aclara Logo Format Variations Inappropriate Logo Use Typography Color Palette Printed Letterhead & Correspondence / Specifications Aclara Corporate & Aclara Software Letterhead #10 Envelope Business Cards Mailing Label Electronic Letterhead & Correspondence / Specifications Aclara Corporate & Aclara Software Aclara Corporate Electronic Letterhead Signatures & Instructions Aclara Corporate PowerPoint Templates Downloads Downloadable Files & Instructions

5 Corporate Identity 1 1 Corporate Identity About the Aclara Logo and Tagline Aclara Logo Proportions Aclara Logo Color Variations Aclara Logo Format Variations Inappropriate Logo Use Typography Color Palette

6 Aclara Brand & Corporate Identity Standards About the Aclara Logo and Tagline Section ACLARA LOGO About the Aclara Logo and Tagline The name Aclara means to clarify and explain, a reflection of our end-to-end metering data communications capabilities. The design of our logo is intended to convey a bold, contemporary, and forwardlooking statement about our company. ACLARA LOGO WITH CORPORATE DESCRIPTOR The new logo is designed as a combination mark comprised of a symbol a stylized A representing our three core, integrated technologies a logotype of our company name, and our corporate descriptor Aclara Technologies of ESCO. The descriptor is an integral part of the Aclara logo and should be included in most logo treatments. Aclara s tagline is Create Your Intelligent Infrastructure This tagline is used on most marketing communications, such as advertising, print collateral, Web site, trade show signage, and other print applications. ACLARA TAGLINE The Aclara logo and tagline are both trademarked. The trademark symbol must be used after the tagline. The registered trademark symbol (r) must be used after the name Aclara in the logo, when the Aclara name is included in a document's headline, and in the first use of Aclara in marketing communication. Create Your Intelligent Infrastructure Marketing communication print materials should include the month and year the document was printed (e.g., 05/08) on the bottom or back cover of the document.

7 Aclara Brand & Corporate Identity Standards Aclara Logo Proportions Section SYMBOL AND LOGOTYPE Aclara Logo Proportions Symbol AREA OF ISOLATION AROUND LOGO Aclara Logo Logotype The Aclara symbol uses a bold red-orange shape with the stylized A device reversed. The Aclara name in the logotype uses a customized sans-serif typeface, for a distinctive, contemporary look. The new logo is designed as a combination of the symbol and the logotype. The logo should always be reproduced in the relationships shown at left. These relationships should never be altered, and the elements of the logo should not be rearranged. The Aclara logo artwork, with symbol and logotype, has been converted into vector shapes, so that font substitution and proportions will not be a concern when reproducing the logo. The logo artwork is available as a vector art electronic file. See Section 6 for available downloads and instructions. A certain amount of white space should always be maintained around the logo. When space permits, the logo should be surrounded by a logotype A (height/width) of white space on all four sides of the logo.

8 Aclara Brand & Corporate Identity Standards Aclara Logo Color Variations Section FULL-COLOR LOGO Aclara Logo Color Variations The Aclara symbol shape is Pantone 1665 red-orange with the stylized A device reversed out in white. The Aclara logotype uses Pantone 431 gray. The Aclara logo may also be used in onecolor applications as shown to the left. ONE-COLOR PANTONE 431 LOGO ONE-COLOR BLACK LOGO The logo artwork is available as a vector art electronic file in spot colors. It is also available in a CMYK version for four-color process printing and one-color format. See Section 6 for available downloads and instructions. When using the reversed Aclara logo, background color should be 100% black, Pantone 431 gray or Pantone 1665 red-orange. These colors should not be screened to a lighter color tint. REVERSED LOGO

9 Aclara Brand & Corporate Identity Standards Aclara Logo Format Variations Section PRIMARY FORMAT Aclara Logo Format Variations There are two acceptable formats to the new logo: primary and secondary. The primary format is encouraged for virtually all applications except when the logo is used in extreme vertical spaces. In the case of extreme vertical spaces, use the secondary format. Follow the specifications noted here when using this format. SECONDARY FORMAT SECONDARY FORMAT: RELATIONSHIP OF LOGO ELEMENTS AND AREA OF ISOLATION AROUND LOGO

10 Aclara Brand & Corporate Identity Standards Inappropriate Logo Use Section Inappropriate Logo Use Dimensions Dark backgrounds and shapes Never alter the shape, color or relative positions of the logo or its elements, and never make alterations that could reduce its legibility or distinctive typography. For example, never do the following: Alter the horizontal or vertical dimensions of the logo when resizing. Place the corporate logo on dark backgrounds, contain it in a shape, or incorporate it within other elements. Alter the logo s colors, such as using all blue or gray. Outline any part of the logo or fill it with a pattern. Embellish the logo with drop shadows or add special effects or graphic treatments. Angle the logo on the page. Color Outlines Special effects and graphic treatments Angles

11 Aclara Brand & Corporate Identity Standards Typography Section Univers 45 Light Univers 45 Light Oblique Univers 55 Light Univers 55 Oblique Univers 65 Bold Univers 65 Bold Oblique Univers 75 Black Univers 75 Black Oblique Univers 45 Condensed Light Univers 45 Condensed Light Univers 57 Condensed Univers 57 Condensed Univers 67 Condensed Bold Univers 67Condensed Bold Oblique Typography The Univers typeface family should be used in all Aclara marketing communications materials. Consult the appropriate sections of this manual for specific type treatments when creating letterhead, business cards, brochures, and other Aclara communications. When the Univers font family is not available or when creating Web pages or PowerPoint presentations, Arial can be used as a substitute font for Univers. Arial Arial Italic Arial Bold Arial Bold Italic Arial Black Arial Black Italic

12 Aclara Brand & Corporate Identity Standards Color Palette Section CORPORATE COLORS Color Palette Pantone 1665 R=243 G=115 B=33 C=0 M=81 Y=99 K=1 HEX=E5310E Pantone 431 R=77 G=87 B=97 C=66 M=48 Y=38 K=7 HEX=4D57161 Corporate Colors. The corporate colors of the Aclara identity are Pantone 1665 and Pantone 431. The RGB, CMYK, and HEX values are shown at left. Secondary Accent Colors. Additionally, the colors noted to the left can be used in varying tint screens to augment the basic color palette in traditional print applications. When used as tint screens, these colors can be used as background colors in collateral and direct mail applications. SECONDARY ACCENT COLORS Pantone 659 Pantone 5285 Pantone 397 Pantone 454 R=87 G=130 B=202 R=113 G=108 B=146 R=178 G=174 B=0 R=203 G=202 B=179 C=61 M=31 Y=0 K=0 C=50 M=42 Y=12 K=1 C=11 M=4 Y=100 K=13 C=15 M=10 Y=19 K=0 HEX=5782CA HEX=716C92 HEX=B2AE00 HEX=CBCAB3

13 Printed Letterhead & Correspondence 2 2 Printed Letterhead and Correspondence / Specifications Letterhead #10 Envelope Business Cards Mailing Label

14 Aclara Brand & Corporate Identity Standards Letterhead Section LETTERHEAD Letterhead / Specifications Size: 8.5" x 11" City Name, ST fax Colors: Stock: Pantone 1665 Red-Orange Pantone 431 Gray Mohawk Superfine Ultrawhite Smooth 70# Text Name of Recipient Name of Company City, State, Zip Code Dear Name, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Art files are available for Aclara Corporate. Logo versions including the descriptor Aclara Technologies of ESCO should be used. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi Sincerely, Name of Employee Employee Title Example shown at 50% actual size

15 Aclara Brand & Corporate Identity Standards Letterhead Section Letterhead / Specifications 1.25" 5.875" 6" 1.25" Address: Univers 47 Condensed Light: 8 pt. on 10.5 pt. leading Information should be configured as shown at left. 1.50" City Name, ST Letter: Arial or Helvetica Regular: 9 pt. on 12 pt. leading 2.50" fax Follow the placement guidelines shown at left when creating letters. Name of Recipient Name of Company City, State, Zip Code Dear Name, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Note: If an additional phone number or address line is needed, extend the address block upward and lengthen the rule line to the height of the address block. The bottom of the address block should align with the baseline of the logo. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi Sincerely, Name of Employee Employee Title Example shown at 50% actual size

16 Aclara Corporate Identity Standards #10 Envelope Section #10 ENVELOPE #10 Envelope / Specifications Size: 9.5" wide x 4.125" tall City Name, ST Colors: Stock: Pantone 1665 Red-Orange Pantone 431 Gray Mohawk Superfine Ultrawhite Smooth 70# Text Art files are available for Aclara Corporate #10 envelopes. Address: Univers 47 Condensed Light: 8 pt. on 10.5 pt. leading Information should be configured as shown at left. Follow the placement guidelines shown at left when addressing envelopes..875" 1.125".8" City Name, ST Name of Recipient Name of Company City, State Zip Code 1.875" 4.25" Examples shown at 50% actual size

17 Aclara Corporate Identity Standards Business Cards Section BUSINESS CARD Business Cards / Specifications Size: 3.5" wide x 2" tall Employee Name Employee Title mobile fax ename@aclara.com City Name, ST Colors: Stock: Pantone 1665 Red-Orange Pantone 431 Gray Mohawk Superfine Ultrawhite Smooth 130# dtc (double-thick cover) Name: Univers 67 Condensed Bold: 8 pt. on 9.5 pt. leading Front.875".5".625" 2.125" Title: Univers 47 Condensed Light: 8 pt. on 9.5 pt. leading Keep employee titles to one line Address: Univers 47 Condensed Light: 8 pt. on 9.5 pt. leading Rule:.5 rule weight Employee Name Employee Title mobile fax ename@aclara.com City Name, ST Art files are available for Aclara Corporate business cards. Follow the placement guidelines shown at left when creating business cards. Note: The left column of contact information should contain no more than 3 numbers and 1 address. The right column of information should contain no more than 3 address lines and 1 Web site address. Examples shown at actual size

18 Aclara Corporate Identity Standards Mailing Label Section MAILING LABEL Mailing Label / Specifications City Name, ST Size: Colors: Stock: 6" wide x 4" tall Pantone 1665 Red-Orange Pantone 431 Gray Fasson Crack n Peel; 70# Premium Uncoated Litho Art files are available for Aclara Corporate mailing labels. Follow the placement guidelines shown at left when creating mailing labels..875" 2.625" 1.25".8" City Name, ST " Name of Recipient Name of Company City, State Zip Code Examples shown at 60% actual size

19 Electronic Letterhead & C o r r e s p o n d e n c e 3 3 Electronic Letterhead & Correspondence / Specifications Aclara Corporate Electronic Letterhead Signatures and Instructions Aclara Corporate PowerPoint Templates...3.5

20 Aclara Brand & Corporate Identity Standards Aclara Corporate Electronic Letterhead Section ACLARA CORPORATE ELECTRONIC LETTERHEAD Aclara Corporate Electronic Letterhead Two templates are available for creating corporate documents with Microsoft Word. City Name, ST fax For these templates to be used successfully, the fonts, Univers and/or Arial, must be installed on your computer. Address: Univers/Arial 8 pt. City Name, ST Letter: Univers/Arial 9 pt fax Name of Recipient Name of Company City, State, Zip Code Dear Name, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi Sincerely, Name of Employee Employee Title

21 Aclara Brand & Corporate Identity Standards Signatures & Instructions Section Signatures Employee Name Employee Title Aclara City, State Zipcode Templates are available for creating employee signatures for use in . For these templates to be used successfully, the font, Arial, must be installed on your computer. Follow the instructions on the next few pages for setting up your Outlook Corporate Signature and your Outlook Reply Signature Direct Cell Fax

22 Aclara Brand & Corporate Identity Standards Signatures & Instructions Section Setting Your Outlook Signature with the Corporate Template 1. While connected to the Aclara PLS network (either directly, or through a VPN for remote users) and using Internet Explorer, visit: 2. Click the Run button. 3. Click Run on the Open File dialog if it appears. 4. The Launching Application dialog should appear briefly while the program is checking for the latest version. No action is necessary. 5. The Aclara Signature Creator will appear. Enter the appropriate information in each of the text boxes. The phone numbers will automatically place spacers in the appropriate place, simply type in the numbers. The template dropdown selects from the available signature formats. As of this writing, there is a standard template and a standard template with the Aclara Client Conference logo and link. 6. Clicking the Preview button will display your entered information in a web browser. 7. Once you are satisfied with the results, click the Save Signature button to save them to your outlook signature folder. An Export Complete dialog will appear with a link to this documentation. Click close when finished.

23 Aclara Brand & Corporate Identity Standards Signatures & Instructions Section In Outlook, go to the Tools dropdown menu and select Options. 9. Click on the Mail Format tab at the top of the Options window. 10. Click on the Signatures button to open the Signatures selection window. 11. You should find two new signatures listed in the first list titled FirstnameLastname (using the name you entered earlier). 12. Select the signature with just your name as the label for New Messages. 13. Select the signature labeled with your name and Replies to be your reply or forwarded messages. 14. If you need to fine tune the signature (deleting the Cell phone line, for example) you can edit the signature. Note: The Aclara Signature Creator will remember your entry information between uses, but will not be aware of any edits or changes you make within Outlook s signature editor. 15. Click Ok on this screen and the previous screen and your signature will now be ready for use.

24 Aclara Brand & Corporate Identity Standards Aclara Corporate PowerPoint Templates Section Aclara Corporate PowerPoint Template 1 Consistent, professional presentations are as important to Aclara s brand image as every other printed or electronic marketing communications. Aclara s downloadable PowerPoint templates ensure that all presentations incorporate Aclara s corporate identity with a consistent format, with the design flexibility to accommodate your specific content and visuals. The Aclara logo is embedded on the master slide as a JPG in RGB color mode. The RGB values are as follows: Red-Orange: R=243; G=115; B=33 Gray: R=77; G=87; B=97 To download Aclara s PowerPoint templates, see Section 6, Downloadable Files & Instructions.

25 Downloads 4 4 Downloads Downloadable Files & Instructions

26 Aclara Brand & Corporate Identity Standards Downloads Section Downloads The materials listed below are available for download on the Aclara Web site at the following address: Aclara Signature Instructions Aclara Signature Installers Aclara PowerPoint Templates Aclara Electronic Letterhead Aclara Logos (vector art files) Aclara Corporate Identity Standards & Design Guidelines (PDF)