Corporate Logo. However,

Transcription

1 For Business Partners JVCKENWOOD Brand Visual Identity Guidelines Branding, Advertising & Publicity Department JVCKENWOOD Corporation April 10, JVCKENWOOD Corporation

2 Corporate Logo The Corporate Logo, with its simple design comprised only of the company name in letters, is a symbol of JVCKENWOOD s spirit to provide solutions that transform the world of perception. However, The color of the Corporate Logo was changed, effective October For any communications items using the former logo, please change to the new logo as you replace them. The Corporate Logo is a symbol for the solutions that incorporate and combine various product brands of the group, but also a symbol of those businesses that do not involve group product brands. The Corporate Logo is our brand symbol: it represents JVCKENWOOD and its entire group of companies. It should not be used to display a company name. When displaying a company name on business cards or envelopes, be sure to use the proper Company Name Logo. When using the Corporate Logo on communication materials that focus on product brands, or when affiliated companies use the Corporate Logo, please refer to the appropriate Guidelines for each case. 2

3 Corporate Logo Color A new corporate color for the JVCKENWOOD brand was adopted from October 2016 (see page 8). Corporate Color The Corporate Logo must be displayed in the new corporate color, or displayed in white on a solid corporate-colored background. However, to accommodate more freedom in design, and the diversity of materials created, the following alternatives are acceptable: - Black & white (black, or limited use of gold or silver colors) CMYK C 100% M 15% Y 0% K 0% PANTONE 2194C RGB R 0 G 144 B Reverse white-on-black (white letters) Accordingly, the following are also acceptable: - Gold or silver embossing/gilding (hot stamp) - Embossing on various solid-colored materials Black & White Use of any colors other than those stipulated herein is strictly prohibited. 3

4 Isolation Area and Minimum Size Isolation Area Isolation Area The isolation area prescribes a space around the Corporate Logo in which no other design elements may be placed, in order to maximize the visibility of the Corporate Logo and keep it visually distinct from other elements. However, the outside edge of signboards and banners are not considered to be design elements, so the Corporate Logo may be placed on the extreme edge (left, right, top or bottom) in such applications. Minimum Size The minimum display size has been set to ensure both the readability and reproducibility of the Corporate Logo. When designing materials, be sure to use the logo at a size larger than the minimum shown here. In embossed applications or printouts from a PC, if the Corporate Logo cannot be clearly read or its legibility is degraded in any way, then please enlarge it to an appropriate size. NOTE: In the Design Data provided by the Branding, Advertising & Publicity Department: - The ai data (Illustrator format) shows the isolation area in transparent lines. - The PNG data includes the isolation area in the actual electronic files. Do not add text or graphics to the space prescribed around the Corporate Logo. Minimum Size 4

5 Placement on Backgrounds The two basic patterns for placement of the Corporate Logo are: (i) displaying the Corporate Logo in the Corporate Color on a white background; and (ii) displaying the Corporate Logo in white letters on a corporate-colored background. Basic rules for logo and background However, according to circumstances or needs, providing that the legibility or prominence of the Corporate Logo is not diminished, it may be placed on single-color backgrounds or on images/photographs, with the following caveats: 1. Do not place the Corporate Logo on backgrounds that detract from its legibility and distinctiveness. 2. For maximum visibility and consistency, the Corporate Logo should be displayed in the corporate color or in black. 3. When determining (1) and (2) above, refer to the color chart at right to choose the base patterns ( positive type or reverse type), depending upon your needs. 4. When placing the Corporate Logo on a photo or image, follow the isolation area rules and adjust the background to fit these placement rules. Placement on colored backgrounds (Color chart) Placement on images/photographs Positive type Reverse type When background is Corporate color tone. When background is monochrome tone. 5

6 Insufficient Legibility Changing of Shape or Proportion Adding Elements within Isolation Area Changing Colors Examples of Incorrect Usage The Corporate Logo must be used as-is using the provided Design Data. Its shape, proportion and/or color must not be changed in any way, in order to ensure maximum visibility, readability and consistency. This page shows examples of incorrect usage that must be avoided. Displaying in nonspecified colors Changing the color of part of the logo Changing proportions, vertically or horizontally Adding gradations or other adjustments to the logo Italicizing the text Adding spaces in the text, such as separating JVC and KENWOOD Changing the design of some of the letters Adding outlines or any other decoration Placing other design elements within the isolation area Combining the logo with other text elements Insufficient contrast between logo and background Insufficient contrast between logo and background photo 6

7 What Are Brand Colors? In JVCKENWOOD communication materials such as corporate profile brochures, websites, catalogs, proposal documents, etc. the design of each item must clearly demonstrate and enhance One Voice (unity and consistency). To achieve this goal, controlling the use of color is essential. Corporate Color With this in mind, a set of Brand Colors has been created for use in the design of any communication materials or items that display the Corporate Logo. Our Brand Colors are defined in the following three levels: Corporate Color, Secondary Colors and Accent Colors. Secondary Colors Accent Colors 7

8 Corporate Color and Secondary Colors Corporate Color Corporate Color The Corporate Color (Corporate Color) expresses the core spirit and personality of JVCKENWOOD, and therefore is the most important color for the brand. Innovation Blue symbolizes our ceaseless efforts to always synergize what came before with what comes next. Innovation Blue CMYK C100% M15% Y0% K0% PANTONE 2194C Secondary Colors RGB R0 G144 B220 The Secondary Colors complement the Corporate Color in expressing the spirit and personality of JVCKENWOOD, and they too are important colors for the brand. Deep Blue conveys the sense of strength and trust garnered through years of expertise. Light Blue represents JVCKENWOOD s exciting future. Secondary Colors Deep Blue CMYK C100% M50% Y0% K10% PANTONE 2945C RGB R0 G97 B171 Light Blue CMYK C20% M0% Y0% K0% PANTONE 544C RGB R211 G237 B251 8

9 Accent Colors Accent Colors are used when designing charts, graphs, accented text, diagrams etc. in communication materials. All of these colors were chosen to match well with the Corporate Color and Secondary Colors. They also help maintain overall brand image when multiple Accent Colors are used on the same page or screen. CMYK C55% M45% Y10% K0% RGB R 131 G 135 B 182 CMYK C80% M0% Y20% K0% RGB R 0 G 175 B 204 When creating materials using the Corporate Color and Secondary Colors, select and use color(s) from these Accent Colors as needed. CMYK C80% M10% Y50% K0% RGB R 14 G 162 B 145 In addition to the Accent Colors, various shades of gray may also be used as a neutral color choice. Accent Colors CMYK C50% M10% Y75% K10% RGB R 142 G 185 B 95 CMYK C10% M40% Y70% K0% RGB R 229 G 168 B 87 CMYK C10% M70% Y40% K0% RGB R 221 G 107 B 117 CMYK C0% M0% Y0% K40% RGB R 186 G 186 B 186 9

10 What Is the Sub-graphic? What is the Sub-graphic? The Sub-graphic supports and complements the Corporate Logo. In communication materials, it functions as a visual tool to enhance and convey the uniqueness and essence of JVCKENWOOD. In corporate profile brochures, corporate websites, pamphlets, business cards and other such materials, the purpose of the Sub-graphic is to: - Enable customers/clients to recognize at a glance that a given item comes from JVCKENWOOD - Emphasize with dynamism and lightness the spirit of JVCKENWOOD when dealing with customers/clients Innovation Beam From October 2016, this Sub-graphic, called the Innovation Beam, will be used in conjunction with the new Corporate Logo. The Sub-graphic should be actively and consistently used in materials, while following the rules stipulated within these Guidelines. Innovation Beam The Innovation Beam graphic element is composed of three converging rays of light. The Deep Blue beam conveys the sense of strength and trust garnered through years of expertise, while the Light Blue beam represents JVCKENWOOD s exciting future. The third beam Innovation Blue is the color of the Corporate Logo; it symbolizes our ceaseless efforts to always synergize what came before with what comes next. Together these converging beams of light express the essence of JVCKENWOOD: founded on a solid base that is both the bedrock of our unwavering spirit and the springboard for new ideas that bring the future into reach today. 10

11 Sub-graphic Variations There are two types of Sub-graphic variations. Corner Variations Corner Variations These are variations developed for placement in the corners of a page or screen. These variations should be used widely by employees, including when using MS-Office or other software to create documents. Full-page Variations These are variations developed to utilize the entire page or screen. Usage of these variations will most likely be limited to work done by designers, as well as the following two cases: - When emphasizing and promoting the corporate brand by utilizing the entire page or screen - As a layout for trimming large images/photos placed in a design. Full-page Variations 11

12 Corner Variations These are the Sub-graphic variations for placement in the top left or bottom right corner of the page or screen. They represent the cornerstones of the growth of our group s business. Top Left Corner Variation The Corner Variations are an integrated lockup design that reflects the best size and position of the Corporate Logo and Sub-graphic. Therefore, only the sizing of the Design Data provided by the Branding, Advertising & Publicity Department may be adjusted. The following are not permitted: - Altering the shape or proportion, including horizontally or vertically - Re-creating or adjusting the design - Displaying both the top left and bottom right variations on the same page or screen (use only one or the other) On main text pages of these Guidelines, the Sub-graphic is used in the bottom right corner to display page numbers. This is an exceptional case to avoid overusing the Corporate Logo while still communicating the image of JVCKENWOOD on each page. This Design Data is also provided, and may be used where appropriate. Bottom Right Corner Variation 12

13 Full-page Variations It is possible to change the form of Full-page Variations of the Sub-graphic to suit the shape of the page or screen where it will be used, or to suit the overall design. However, the three rules below must be followed: Rule 2: Slope/Angles Rule 1: Use only once per page or screen The Sub-graphic may be used only once per page or visible area. Rule 2: Use the correct slope/angle for the four straight lines The four straight lines that make up the Sub-graphic are placed at a fixed angle from horizontal. These angles must be strictly kept, and may not be changed. Rule 3: Follow the rules on intersect points The three rules regarding intersect points must be carefully followed: Rule 3: Intersect Points (Examples of Incorrect Usage) a. Two intersect points must be visible, utilizing the four straight lines that make up the Sub-graphic b. From the center of the page or screen the intersect point shown at the top in b must be on the left, and the bottom intersect point must be on the right c. Ensure three intersect points at right edge of the page or No intersect points screen a. Include two intersect points b. Top intersect point must be on the left; bottom intersect point must be on the right c. Ensure three intersect points at the right of the page 13

14 Examples of Full-page Variations These examples show several Full-page Variations of the Sub-graphic adapted to the shape of the design, while following all basic rules 14

15 Adding Images to Full-page Variations As an application of the Sub-graphic in Full-page Variations, it is possible to incorporate images into the graphic (using it as a trimming area for images/photos). When adding images, follow the rules shown below: Innovation Blue - Images or photos may be placed only in the area normally displayed in Innovation Blue. - The remaining areas must use the colors stipulated in the graphic at right. - Adjust the trimming and color of the image or photo as necessary to maintain the visibility and recognizability of the Brand Colors. Deep Blue Light Blue 15

16 Sub-graphic Application Examples * Just for reference 16

17 Black & White Version The Sub-graphic should always be used and shown in color. However, when necessary, it is acceptable to use a black & white version of the Corner Variations and Full-page Variations in printed materials. Corner Variations When using a black & white version in designs, adopt the color definitions stipulated at right, and follow all other rules that apply to the color version. Full-page Variations K 55% K 15% Full-page Variations (With image) K 70% 17

18 Standard Typefaces (for Designers) Typefaces and fonts are lettering styles designed for use in computer-based printing. A typeface has enormous impact on the visual impression made by a given piece of creative work. Typeface is an important way to promote the spirit of JVCKENWOOD and enhance One Voice unity and consistency in look and feel. Toward this end, a set of Standard Typefaces has been defined. These typefaces should be used as actively as possible. Alphanumeric Standard Typefaces Frutiger family Standard Typefaces (for Designers) For designers, the Standard Typefaces are as follows: Alphanumeric text: Frutiger family Japanese text: ヒラギノ角ゴ Japanese Standard Typefaces ヒラギノ 角ゴ 18

19 Company Name Logo and Design Rules Company Name Logo A logo in both Japanese and English has been created to display the company name. Either may be used to identify or attribute to the company. - The Company Name Logo may be used to identify the company on: product identification plates, packaging boxes, user manuals, warrantees and other productrelated items; on business cards, envelopes and other stationery; and on annual reports, environmental reports, corporate profiles and other corporate materials. - The provided Design Data must be used as-is. It may not be altered in any way, including horizontal or vertical adjustments, changes to font thickness, or vertical text placement. Re-creating the logo in a different typeface or font is also prohibited. Company Name Logo Japanese English - Within a body of text, within documents in which typically other typefaces are used (such as contracts, etc.), and in materials which require a predetermined typeface, that typeface should be used (not the Company Name Logo). Company name logo of JVCKENWOOD group s affiliated companies shall be according to the basic policy described above. 19

20 Data for Designers (ai) Color Monochrome Color Monochrome Corner Positive Variation Corporate JK_C_P.ai JK_M_P.ai (Top Left) JKSG_LC_C.ai JKSG_LC_M.ai Logo Corner Reverse Variation (Bottom JK_C_N.ai JK_M_N.ai Sub-graphic right) JKSG_RC_C.ai JKSG_RC_M.ai Japanese Full-page Variation Company JVCKENWOOD_J.ai JKSG_Full_C.ai JKSG_Full_M.ai Name Logo Full-page English Variation (for adding JVCKENWOOD_E.ai image) JKSG_Photo_C.ai JKSG_Photo_M.ai * The ai data (except for Sub-graphic and Corporate Name Logo) are prepared with the isolation area in transparent lines. 20

21 Data for MS-Office (PNG) Color Monochrome Color Monochrome Corner Positive Variation Corporate JK_C_P.png JK_M_P.png (Top left) JKSG_LC_C.png JKSG_LC_M.png Logo Corner Reverse Sub-graphic Variation (Bottom JK_C_N.png JK_M_N.png right) JKSG_RC_C.png JKSG_RC_M.png For page Japanese numbers in Corporate JVCKENWOOD_J.png Guidelines JKSG_Page_C.png JKSG_Page_M.png Name Logo English JVCKENWOOD_E.png * The PNG data (except for Sub-graphic and Corporate Name Logo) are prepared with the isolation area. 21