FARÉCLA TRADE BRAND GUIDELINES
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1 FARÉCLA TRADE BRAND GUIDELINES
2 FARÉCLA TRADE BRAND GUIDELINES. WHY BRAND GUIDELINES ARE IMPORTANT? These brand guidelines are to be used to control the look and feel of Farécla s visual apperance. They are to be followed as best as possibly for multiple reasons: These guidelines help to give the customer consistency and trust in a professional brand and company. They limit confusion, allowing for a clear message to be conveyed over multiple designs and platforms, which maintains customer relationships. Farécla has a distinctive look and colour palette that provide charisma and professionalism. This can be lost or damaged with an incorrect use of the items mentioned in the document. Recognition and repitition are key to growing the brand and sustaining Farécla s future. CONTENTS 1. FARÉCLA TRADE COLOUR REFERENCES 1.1 Farécla corporate colours 1.2 Profile trade colours 1.3 Automotive trade colours - Premium & Regular Grade red and Extra Plus & Extra green 1.4 Automotive trade colours - Flexicut beige and Fine grey 1.5 Automotive trade colours - Glaze grey and Wax purple 2. FARÉCLA TRADE FONTS, TYPING & WORDING 2.1 Farécla fonts 2.2 Farécla font colours 2.3 Farécla typing and wording 3. FARÉCLA TRADE LOGOS & LAYOUTS 3.1 Farécla trade badge logos to use 3.2 Farécla trade badge logo rules 3.3 Farécla trade bar logo rules 4. FARÉCLA TRADE SOCIAL MEDIA 4.1 Farécla trade social media rules
3 1. FARÉCLA TRADE COLOUR REFERENCES
4 1.1 FARÉCLA CORPORATE COLOURS APPROVED FARÉCLA SIGNATURE COLOURS These are the approved Farécla colours for trade and corporate use. COLOURS NOT TO USE These are varients of the Farécla trade and corporate colours which are not to be used. FARÉCLA SIGNATURE YELLOW CMYK 0,16,100, 0 RGB 255, 210, 0 PANTONE 116C WEB FFD200 FARÉCLA PALE YELLOW (30% of signature Farécla Yellow) CMYK 0, 5, 30, 0 RGB 255, 241, 196 PANTONE 30% of 116C WEB FFF1C3 Darker versions of the Farécla main yellow come out as brown and dirty, therefore are forbidden. FARÉCLA LEMON YELLOW CMYK 0, 10, 100, 0 RGB 255, 221, 0 PANTONE 109C WEB FFDD00 FARÉCLA ORANGE YELLOW CMYK 0, 24, 94, 0 RGB 255, 196, 37 PANTONE 123C WEB FFC425 USE FOR FARÉCLA SIGNATURE YELLOW GRADIENT ONLY FARÉCLA SIGNATURE BLACK CMYK 40, 40, 40, 100 RGB 0, 0, 0 PANTONE BLACK 6C or 419C WEB FARÉCLA DARK GREY CMYK 0, 0, 0, 60 RGB 135, 135, 135 PANTONE Cool Grey 11C WEB FARÉCLA LIGHT GREY CMYK 0, 0, 0, 30 RGB 198, 198, 198 PANTONE Cool Grey 5C WEB BEC0C2 Only strong blacks and greys without a hint of colour in are to be used for trade and corporate colour schemes.
5 1.2 FARÉCLA PROFILE TRADE COLOURS APPROVED FARÉCLA SIGNATURE COLOURS These are the approved Farécla Profile colours for trade use. COLOURS NOT TO USE Varients of the Profile trade blues. PROFILE SIGNATURE BLUE CMYK 85, 19, 0, 0 RGB 0, 157, 220 PANTONE 299C WEB 009DDC PROFILE PALE BLUE CMYK 27, 7, 0, 0 RGB 181, 213, 240 PANTONE 277C WEB B5D5F0 Varients of the stated blue colours are forbidden. PROFILE DEEP BLUE CMYK 85, 19, 0, 60 RGB 0, 81, 114 PANTONE 7470C WEB PROFILE BLUE BLACK CMYK 85, 19, 0, 100 RGB 0, 0, 29 PANTONE Black 6C WEB 00001D USE FOR FARÉCLA PROFILE BLUE GRADIENT ONLY Varients of the stated blue colours are forbidden. Alternative gradients using: Profile pale blue Profile signature blue Profile deep blue
6 1.3 FARÉCLA AUTOMOTIVE TRADE COLOURS G3 PREMIUM & REGULAR GRADE RED AND EXTRA PLUS & EXTRA GREEN APPROVED FARÉCLA SIGNATURE COLOURS These are the approved Farécla automotive colours for trade use. PREMIUM & REGULAR GRADE SIGNATURE RED CMYK 0, 95, 100, 0 RGB 228, 35, 19 PANTONE 485C WEB E42313 PREMIUM & REGULAR GRADE PALE RED CMYK 0, 40, 44, 0 RGB 246, 175, 142 PANTONE 162C WEB F6AF8E PREMIUM & REGULAR GRADE DEEP RED CMYK 0, 95, 100, 60 RGB 120, 24, 0 PANTONE 1815C WEB PREMIUM & REGULAR GRADE RED BLACK CMYK 0, 95, 100, 100 RGB 34, 0, 0 PANTONE Black 6C WEB USE FOR GRADIENTS ONLY EXTRA PLUS SIGNATURE GREEN CMYK 98, 12, 100, 60 RGB 0, 78, 32 PANTONE 3308C WEB 004E20 EXTRA PLUS SIGNATURE GREEN CMYK 98, 12, 100, 60 RGB 0, 80, 34 PANTONE 3308C WEB EXTRA PLUS GREEN BLACK CMYK 95, 0, 100, 100 RGB 0, 11, 0 PANTONE Black 6C WEB 000B00 USE FOR GRADIENTS ONLY EXTRA SIGNATURE GREEN CMYK 95, 0, 100, 27 RGB 0, 125, 50 PANTONE 356C WEB 007D32 EXTRA PALE GREEN CMYK 20, 2, 20, 5 RGB 193, 214, 199 PANTONE 5595C WEB C1D6C7 EXTRA SIGNATURE GREEN CMYK 95, 0, 100, 27 RGB 0, 133, 63 PANTONE 356C WEB 00853F EXTRA GREEN BLACK CMYK 95, 0, 100, 100 RGB 0, 11, 0 PANTONE Black 6C WEB 000B00 USE FOR GRADIENTS ONLY
7 1.4 FARÉCLA AUTOMOTIVE TRADE COLOURS G3 FLEXICUT BEIGE & FINE GREY APPROVED FARÉCLA SIGNATURE COLOURS These are the approved Farécla automotive colours for trade use. FLEXICUT SIGNATURE BEIGE CMYK 38, 35, 73, 6 RGB 168, 151, 87 PANTONE 451C WEB A89757 FLEXICUT PALE BEIGE CMYK 15, 14, 29, 2 RGB 210, 202, 177 PANTONE 7534C WEB D2CAB1 FLEXICUT DEEP BEIGE CMYK 38, 35, 73, 60 RGB 83, 78, 45 PANTONE 5815C WEB 534E2D FLEXICUT BEIGE BLACK CMYK 38, 35, 73, 100 RGB 1, 0, 0 PANTONE Black 6C WEB USE FOR GRADIENTS ONLY FINE SIGNATURE GREY CMYK 54, 41, 38, 4 RGB 134, 138, 144 PANTONE 430C WEB 868A90 FINE PALE GREY CMYK 22, 16, 15, 2 RGB 193, 214, 199 PANTONE 428C WEB C1D6C7 FINE DEEP GREY CMYK 54, 41, 38, 60 RGB 64, 74, 74 PANTONE 7540C WEB 40464A FINE GREY BLACK CMYK 54, 41, 38, 100 RGB 0, 0, 0 PANTONE Black 6C WEB USE FOR GRADIENTS ONLY
8 1.5 FARÉCLA AUTOMOTIVE TRADE COLOURS G3 GLAZE GREY & WAX PURPLE APPROVED FARÉCLA SIGNATURE COLOURS These are the approved Farécla automotive colours for trade use. GLAZE SIGNATURE GREY CMYK 20, 20, 20, 80 RGB 72, 69, 68 PANTONE 446C WEB GLAZE GREY BLACK CMYK 40, 40, 40, 100 RGB 1, 0, 0 PANTONE BLACK 6C or 419C WEB GLAZE SIGNATURE GREY CMYK 20, 20, 20, 80 RGB 72, 69, 68 PANTONE 446C WEB GLAZE GREY BLACK CMYK 40, 40, 40, 100 RGB 1, 0, 0 PANTONE BLACK 6C or 419C WEB USE FOR GRADIENTS ONLY WAX SIGNATURE PURPLE CMYK 61, 89, 0, 0 RGB 128, 56, 141 PANTONE 2593C WEB 80388D WAX PALE PURPLE CMYK 10, 20, 0, 0 RGB 231,213, 234 PANTONE 531C WEB E7D5EA WAX DEEP PURPLE CMYK 85, 100, 6, 38 RGB 60, 16, 83 PANTONE 2627C WEB WAX PURPLE BLACK CMYK 85, 100, 6, 100 RGB 9, 0, 8 WEB USE FOR GRADIENTS ONLY
9 2. FARÉCLA TRADE FONTS, TYPING &
10 2.1 FARÉCLA TRADE FONTS FARÉCLA TRADE FONT(S) ITC Avant Garde Gothic Pro is the chosen typeface of any Farécla trade text and should be used across all printed and on-line applications (except Microsoft Office created documents and similar). ITC Avant Garde Gothic Pro Book is used for body copy ITC Avant Garde Gothic Pro Bold is used for headings, titles, secondary titles (in an alternative colour to the body copy if both are the same size) and product codes ITC Avant Garde Gothic Pro Bold is used for highlighting important text in body copy wherever it occurs Arial Regular is used for Microsoft documents such as power point and word. This is to combat external and internal users, that do not have ITC Avant Garde Pro fonts, having typesetting / layout issues IMPORTANT! A license must be purchased to use any of these fonts if they are not resident fonts on your Mac or PC. BODY COPY: ITC Avant Garde Gothic Pro Book ABCDEFGHIJKLMNOPQRSTUVWXYZ ?!@ $%&*( )[ ].,:; HEADINGS & TITLES: ITC Avant Garde Gothic Pro Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ?!@ $%&*( )[ ].,:; BODY COPY - MICROSOFT OFFICE DOCUMENTS: Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ ?!@ $%&*( )[ ].,:; LOGO IS CUSTOM, NOT A SPECIFIC FONT FRONT PAGE HEADINGS - MICROSOFT OFFICE DOCUMENTS: Arial Black ABCDEFGHIJKLMNOPQRSTUVWXYZ ?!@ $%&*( )[ ].,:; IN-DOCUMENT HEADINGS - MICROSOFT OFFICE DOCUMENTS: Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ ?!@ $%&*( )[ ].,:;
11 2.2 FARÉCLA TRADE FONT COLOURS On White / Light Background On Black / Dark Background Headers and titles in Farécla Signature Black, Signature Yellow or Profile Signature Blue Secondary titles in Farécla Signature Black, Signature Yellow or Profile Signature Blue Body copy in Farécla Dark Grey Product codes in that product s signature colour and bold Headers and titles in Farécla Signature Yellow, white or Profile Signature Blue Secondary titles in Farécla Signature Yellow, white or Profile Signature Blue Body copy in Farécla Light Grey Product codes in that product s signature colour and bold. White is accepted if signature colour is too dark. LOREM IPSUM IS SIMPLY DUMMY TEXT. Lorem Ipsum Is Not Simply Random Text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus et sapien ligula. Pellentesque non maximus ipsum, in semper lectus. Nam vulputate felis at diam facilisis, non semper diam euismod. Suspendisse fermentum lacus risus, vel interdum enim lobortis id. Aenean mattis erat ut dui auctor viverra. Proin cursus magna id lorem fringilla, ut molestie felis venenatis. Donec sit amet scelerisque justo. Donec vitae odio sodales, ornare ante at, pretium quam. Etiam vel fringilla ex. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean tincidunt sollicitudin mattis. Suspendisse et ex aliquam, tincidunt tellus at, tincidunt purus. Sed lacinia congue mi, sit amet vulputate arcu lobortis ac. Aliquam vitae dictum erat. Praesent vitae nisl placerat, suscipit nulla iaculis, lacinia magna. Ut et bibendum tellus, ac vehicula erat. In pretium porttitor ante at volutpat. LOREM IPSUM IS SIMPLY DUMMY TEXT. Lorem Ipsum Is Not Simply Random Text. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus et sapien ligula. Pellentesque non maximus ipsum, in semper lectus. Nam vulputate felis at diam facilisis, non semper diam euismod. Suspendisse fermentum lacus risus, vel interdum enim lobortis id. Aenean mattis erat ut dui auctor viverra. Proin cursus magna id lorem fringilla, ut molestie felis venenatis. Donec sit amet scelerisque justo. Donec vitae odio sodales, ornare ante at, pretium quam. Etiam vel fringilla ex. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean tincidunt sollicitudin mattis. Suspendisse et ex aliquam, tincidunt tellus at, tincidunt purus. Sed lacinia congue mi, sit amet vulputate arcu lobortis ac. Aliquam vitae dictum erat. Praesent vitae nisl placerat, suscipit nulla iaculis, lacinia magna. Ut et bibendum tellus, ac vehicula erat. In pretium porttitor ante at volutpat.
12 2.3 FARÉCLA TRADE TYPING & WORDING Farécla Products Ltd is a UK, family-owned company, manufacturing surface finishing products which are used on a wide variety of substrates. From compounds and applicators, to paint cups and microfibre cloths, Farécla has provided surface finishing solutions to automotive bodyshops, valeters, boat builders, wood workers, composite manufacturers and other industrial applications since 1952, now in over 120 countries. QUALITIES OF EXCELLENCE QUALITY ASSURANCE Only the highest quality raw materials are used by our scientists to engineer the perfect compounds, glazes and waxes, all of which are our own proprietary formulations. GENERAL TEXT 4pt spacing between each line No full stops at the end of titles or bullet points (full stops used to break up a multiple sentence bullet point) PREFERRED TYPING OF FARÉCLA Always use an acute e (é) whether Farécla is typed in lower or upper case letters. HOW TO TYPE AN ACUTE É PC Keyboard - Hold Alt Gr then type e Mac Keyboard - Hold alt then type e, let go of Alt and type e again LABOUR SAVING Engineered abrasive technology in Farécla s products allows for quick solutions with minimal steps required. FARÉCLA CORPORATE When referring to Farécla in text refer to it as Farécla Products Ltd in the first mention. In subsequent mentions you can simply use Farécla. COST SAVING Even though the ingredients used to produce Farécla s products are high in value, their technical advantage over competitors means that less product is needed, making the products last longer and deliver greater value to our customers. PERMANENT RESULTS Our unique compound formulations enable a faster cut rate while achieving a permanent high gloss finish rapidly. FARÉCLA OPTIMISED PAINT SYSTEM When referring to Farécla OPS in text refer to it as Farécla Optimised Paint System in the first mention. In subsequent mentions you can simply use Farécla OPS. Always write Farécla before OPS. Do not use OPS on it s own. FARÉCLA BRAND NAMES Always refer to a product by its full name including brand, e.g. G3 Premium, G Mop High Cut Foam. Never shorten, e.g. High Cut Foam. If possible and where necessary, add the subtitle / brand descriptor to the name when written / typed, e.g. G3 Premium Abrasive Compound.
13 3. FARÉCLA TRADE LOGOS & LAYOUTS
14 3.1 FARÉCLA TRADE BADGE LOGOS TO USE On White / Light Background On Black / Dark Background MULTI-COLOURED LOGOS (WORDMARK AND BADGE LOGOS) Main corporate and trade documents and artworks that can have multiple colours and colour blends. MULTI-COLOURED LOGOS (WORDMARK AND BADGE LOGOS) Main corporate and trade documents and artworks that can have multiple colours and colour blends. LIMITED COLOUR LOGOS (WORDMARK AND BADGE LOGOS) For clothing and where limited colour are needed. LIMITED COLOUR LOGOS (WORDMARK AND BADGE LOGOS) For clothing and where limited colour are needed.
15 3.2 FARÉCLA TRADE BADGE LOGO RULES BADGE LOGO SPACING AREA A is a space where images and text do not enter. AREA A is the size of SIZE A. As the size of the logo changes, so does the size of AREA A. WHAT NOT TO DO WITH THE LOGOS AREA A Do not alter the colours of the logos or add to them (such as outlines and shadows). SIZE A Do not add to the logos, such as text, or cover the logos in any way, even with transparent colours. PRODUCTS WHAT NOT TO DO WITH THE LOGOS Do not misshapen the logos. Use the ALT key and adjust the size proportionally. Do not change the orientation of the logos in any way.
16 3.3 FARÉCLA TRADE BAR LOGO RULES BOTTOM BAR LOGO SPACING For standard A4, A5, US letter and US half letter paper sizes, maintain a 17mm gap from the left and right edges before text, vital pictograms and logos are used. See AREA A. WHAT NOT TO DO WITH THE LOGOS Same rules apply to the Farécla Bar Logos as seen in section 3.2. AREA A AREA A AREA A AREA A For standard A4, A5, US letter and US half letter paper sizes, maintain an equal gap above the Far Simpler... Far Better tagline and below the logo. See AREA B. PRODUCTS AREA B AREA B
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