CORPORATE IDENTITY 2017 For internal use.

Transcription

1 CORPORATE IDENTITY 2017 For internal use

2 PAGE 2 DESIGN BY RIVACASE GERMANY

3 CONTENTS Introduction RIVACASE positioning Four key elements of the corporate identity 1. Logo 2. Colours 3. Imagery 4. Elements at work Profile photos

4 INTRODUCTION Our corporate identity is the face and personality we present to the community. Our identity is the total effect of our logos, brand names, trademarks, electronic communications and presentations everything that represents us visually. The elements of the identity: turtle, the word rivacase, VA, typeface, images and colours are among the most valuable marketing and communications tools we have. When used properly, these elements support carefully designed corporate identity system. The guidelines in this document are not meant to inhibit, but to improve the creative process. By following these guidelines, the materials you create will represent the brand cohesively. PAGE 4 DESIGN BY RIVACASE GERMANY

5 FOUR KEY ELEMENTS OF THE CORPORATE IDENTITY Logo The logo is a symbol, not a word. The RIVACASE logo comprises two elements symbol (the turtle) and text (RIVACASE). Colours In addition to the colours in the logo, we use colours to support and enhance our materials. Imagery Imagery is used as an integral part of our materials and it s important that it reflects our brand values and messages consistently. Elements at work When using the elements in a document, it s important to first identify the purpose and objective of the document. Elements can then be tailored to reinforce that message. A minimal approach to design makes the document clean and easy to read

6 LOGO First variant of using the logo Minimum distance from the edge when applying the logo A A*1.5 Second variant of using the logo PAGE 6 DESIGN BY RIVACASE GERMANY

7 LOGO Available colours for use with the logo RIVACASE, in the framework of the application on different surfaces and background colors. Basic colors Black and white color Another possible combination of colors

8 LOGO Do not reverse the turtle Do not add design or imagery to the turtle Do not change proportions Do not use turtle image without letters Do not apply incorrect background colour PAGE 8 DESIGN BY RIVACASE GERMANY

9 FONTS CuprumFFU

10 COLOURS Primary RIVACASE colours PANTONE 7546 C RGB HEX C: 73 M: 45 Y: 24 K: 66 R: 37 G: 55 B: PANTONE 480 C RGB HEX C: 8 M: 29 Y: 32 K: 13 R: 198 G: 169 B: 146 C6A992 Complementary colours PANTONE Trans. White C RGB HEX Colours A palette of colours has been developed, comprising of two core colours used in the logo and a range of complementary colours. Consistent use of these colours will contribute to the cohesive and harmonious look of the corporate identity across all relevant media. Black and white can also be used with the primary and complementary colours. PANTONE Cool Gray 2 C PANTONE 7533 C C: 0 M: 0 Y: 0 K: 0 C: 5 M: 3 Y: 5 K: 11 R: 254 G: 254 B: 254 RGB R: 208 G: 208 B: 206 RGB FFFFFF HEX D0D0CE HEX No other colours are to be used. C: 37 M: 53 Y: 68 K: 83 R: 71 G: 56 B: PANTONE Black 7 C RGB HEX C: 38 M: 35 Y: 33 K: 92 R: 61 G: 57 B: 53 3D3935 Colour definitions Pantone: used in externally printed materials PANTONE Neutral Black C C: 85 M: 76 Y: 66 K: 90 RGB R: 34 G: 34 B: 34 HEX : 4-colour process = Cyan, Magenta, Yellow, Black, used in externally printed materials Attention colour Hex: web safe hexadecimal value, used for websites or screen graphics RGB: Digital Red, Green, Blue values, used in Microsoft products (Word, Excel, Powerpoint) PANTONE Process Blue C C: 100 M: 13 Y: 1 K: 2 RGB R: 0 G: 133 B: 202 HEX 0085CA PANTONE Red 032 C RGB HEX C: 0 M: 86 Y: 63 K: 0 R: 239 G: 51 B: 64 EF3340 PAGE 10 DESIGN BY RIVACASE GERMANY

11 COLOUR USE Colour use Colours are used to highlight headlines, frame visuals and increase the visual identity of the communication piece. When choosing colours, select those that complement the key visuals for greatest impact. For added emphasis, colours from the palette can also be applied to areas in solid or tint. We recommend using these colours at 100%, however you can use tints of these when necessary. We recommend increments of 10%. However in some instances such as charts or graduations, other percentage may be used. Avoid the heavy use of the RIVACASE red as this is an aggressive colour in some countries and cultures. Use primary colours (beige or dark blue) according to your tasks.

12 DESIGN ELEMENTS Apply this graphic element (stripe) at the left side of the printing materials. (catalogues, leaflets, booklets) Line across the page with the gap for headline. Apply the same colour as the left stripe. The integral graphic element of the visual identity. It can be applied at the top or at the bottom of the page for page numbers, date and other iterative information. Apply the same colour as the left stripe. Apply the image from the official RIVACASE image library PAGE 12 DESIGN BY RIVACASE GERMANY

13 DESIGN ELEMENTS 10 mm 210 mm 6 mm 17 mm Capital letters. CuprumFFU font. 210 mm

14 DESIGN ELEMENTS This auxiliary element designed for attracting attention. Additionally you can use text block for explanation. Use only Attention Colours (red or blue). Attracting Attention element with text block, pointing the new product. PAGE 14 DESIGN BY RIVACASE GERMANY

15 FILE FORMAT Using the correct file format Depending on the format of the final production of the document, the logo used will vary. All logo formats are available online at materials. Which format should I use? Medium Printed professionally EPS High res Tiff Format High res jpeg Low res jpeg PNG Full Pantone/ Mono Pantone/ Reversed Printed internally Website RGB RGB RGB RGB Promotional goods Pantone/ File types EPS (Encapsulated postscript) Tiff Jpeg Scalable vector image for print High resolution image for print Compressed image, for print and web depending on resolution PNG Compressed image for web

16 DESIGN ELEMENTS Corporate form A4 PAGE 16 DESIGN BY RIVACASE GERMANY

17 DESIGN ELEMENTS Business cards 40 mm 8 mm PANTONE 7546 C PANTONE Process Blue C PANTONE 480 C

18 IMAGERY Guidelines for creating advertising materials. To build the RIVACASE corporate identity visual system we should follow these guidelines when making advertising banners, roll-ups, stands, backboards, etc - everything that represents RIVACASE visually.. 1. Background options. The designer can use different backgrounds for different types of advertising materials. Options: А) One-colored background. The color can be taken only from the list of Primary RIVACASE colours or Complementary colours. (see page 10). The images of Rivacase products, model names and advertising text can be added to the background. B) In some materials you can use the image of the city as a background. The choice of city images depend of the purpose of the banner. Use black or white image gradient. The city image should cover not more than 60%%of the material area. Usually the city image is located in the upper part of the advertising material and the lower part is used for RIVACASE production images and text. Choose white or black image gradient according to product images. Do not use white gradient with white products and black gradient with black ones. OK. C) You can use RIVACASE advertising photos as a background. It should occupy 100% of the visible area. Don t add product images on it. Only RIVACASE logo, the special graphic element in the upper right corner (see paragraph 3) and text can be applied. Wrong. 1. The city image occupies 100% of the area (should be maximum 60%). 2. No product images. Always apply product images with city image background. PAGE 18 DESIGN BY RIVACASE GERMANY

19 IMAGERY 2. RIVACASE logo options. Apply RIVACASE logo to every advertising material. The guidelines for choosing the logo, colors and location are on pages 6-8 of the brandbook. 3. The upper right corner graphic element options. One of the important elements of RIVACASE visual identity is special graphic element located in the upper right corner on every advertising material. It can be the RIVACASE website address ( or the line. The color of it should be from the list of Color attention (see page 10). Red or light blue. Don t use this graphic element if the RIVACASE logo is located in the right side. The guidelines for applying this graphic element depend on logo: do not use line with second variant of using the logo (see page 6). + = wrong + = ok + = ok + = ok E Minimum distance from the edge when applying the graphic element E* Font options: Use only CuprumFFU font (see page 9)

20 EXAMPLES OF APPLYING CORPORATE STYLE Always use primary corporate colors (p. 10) for background, shelves, furniture. Apply logo guidelines from p. 6-8 Exhibition booth PAGE 20 DESIGN BY RIVACASE GERMANY

21 ADVERTISING MATERIALS Carton display Always use primary corporate colors (p. 10) for background and text. Apply logo guidelines from p. 6-8 PANTONE 7533 C Apply the image from the official RIVACASE image library Sample of roll-up Use special graphic element in the upper righr corner. Apply guidelines from the p. 19 PANTONE 480 C

22 PRODUCTS Product packaging Product packaging PAGE 22 DESIGN BY RIVACASE GERMANY

23 PRODUCTS Product design elements

24 PRODUCTS Hangtags PAGE 24 DESIGN BY RIVACASE GERMANY

25 WEBSITE

26 SOUVENIR PRODUCTION PANTONE 480 C T-shirt Plastic bag If the production limitations do not allow to put the graphic element in the upper right corner according to the guidelines on the page 19, do not use it at all. PAGE 26 DESIGN BY RIVACASE GERMANY

27 SOUVENIR PRODUCTION Calendar PANTONE 7533 C

28 PAGE 28 DESIGN BY RIVACASE GERMANY