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1 Seilevel Corporate Identity Guidelines Introduction 1 Preferred Signature and Components Logo Space and Minimum Size Signature Variations Color Palette Typography Signature Misuse corporate identity guidelines December 2005 Prepared by Clutch Creative
2 Seilevel Corporate Identity Guidelines Preferred Signature, Optional Signature, and Components 2 The Seilevel signature is a unique visual mark that captures the essence and spirit of the Seilevel brand. The Seilevel signature represents our entire company from product packaging and ads to brochures, presentations and digital graphics. Preferred Signature Our signature is like a personal sign-off on the ideas we re presenting. Used consistently, the Seilevel signature will become a powerful identifier that will leave a lasting and memorable impression with all our audiences. Preferred Signature The Seilevel 2-color preferred signature consists of the logotype Seilevel with the requirements defined tag beneath. LogoType The signature appears in 2-colors, Seilevel Blue (Pantone 300) and black. tagline Our primary signature consisting of the logotype and tagline should be used whenever possible, including advertising, marketing and promotional materials. It should also be used on all corporate level applications such as stationery, signs and commemorative items.
3 Seilevel Corporate Identity Guidelines Logo Space and Minimum Size 3 Logo Space A clear space referred to as the logo space is defined to maintain the signature s spatial integrity. If the minimum logo space is not applied, the signature s impact will be compromised. Do not allow any distracting graphic elements, such as copy, photography, or back-ground patterns to clutter the logo space. The basic building block of the logo space is the height and width of the letter S from the Seilevel logotype. This becomes the unit of measure that defines the logo space. Minimum Size 0.75 To ensure consistent clarity and legibility, the preferred signature must never be reproduced in a size smaller than 0.75" wide (19mm).
4 Seilevel Corporate Identity Guidelines Signature Variations 4 Two-color Signature FILE: Seilevel_Logo 2c_c.eps -or- Seilevel_Logo_2c_u.eps Two-color Signature (RGB) The preferred version of the signature is the 2-color signature. It is to be used for all printed corporate communications material, including stationery. In addition, there are various color configurations for the signature which have been set up to accommodate most other applications. These configurations include 2-color reverse, 4-color process, 1-color, and 1-color reverse. The preferred version of the signature for on screen applications is Web (RGB). For 1-color reproduction, use the versions shown in black and white only. Never use these versions in multicolor applications. FILE: Seilevel_Logo_2c_web.eps; RGB values 0,120,204 Two-color Signature (Reversed) FILE: Seilevel_Logo_2c_u_reverse.eps One-color Signature FILE: Seilevel_Logo_1c_black.eps
5 Seilevel Corporate Identity Guidelines Color Palette 5 Primary Color Palette Color plays an important role in communicating brand, and this color palette is a potent aspect of the Seilevel brand personality. Over time the recognition of a brand can come to rely solely upon color. Color Pantone CMYK RGB Seilevel Blue 300 Uncoated* 2945 Coated* 100 / 45 / 0 / 14 0 /120 / 204 Seilevel Gold 122 Uncoated* 122 Coated* 0 / 17/ 80 / / 210 / 79 Black 0 / 0 / 0 / / 0 / 0 The primary colors of the Seilevel color palette are strong and straightforward. They represent the core of the brand using the very minimum number of colors. The consistent representation of these core colors help reinforce the distinctiveness of the Seilevel brand. Web Safe #0057A6 # #F8C83E # The primary colors in the Seilevel palette are Black, Seilevel Blue, and Seilevel Gold. Seilevel Gold (Pantone 122 Coated, 122 Uncoated) and Seilevel Blue (Pantone 2945 Coated, 300 Uncoated) should be used for the Seilevel signature, whenever it is represented in color. In lieu of the color listed on this page, you may use the PANTONE colors cited, the standards for which can be found in the current edition of the PANTONE formula guide. The color shown on this page and throughout this guide have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate color. PANTONE is the property of Pantone, Inc.
6 Seilevel Corporate Identity Guidelines Typography 6 Primary Display Typeface Helvetica Neue Light 45 Consistent use of typography can help in creating a distinct and unique visual language. Companies that have developed high equity brands use consistent typographic styles to bring a distinct tone and manner to all of their communications and advertising. Primary Body Copy Typeface Helvetica Neue Bold 75 Primary Display Typeface Helvetica Neue Bold/Light have been designated as the primary display (headline) typeface for all of Seilevel s materials. Helvetica Neue is a sans serif font that combines high legibility with a high-tech appearance. Helvetica Neue Light 45 Helvetica Neue Medium 65 Helvetiva Neue Light Italic 46 Primary Body Copy Typeface Helvetica Neue Light has been designated as the primary body copy typeface for all of Seilevel s materials. The Helvetica Neue typeface family contains a variety of weights and styles which, when used appropriately, can create a distinct look and feel to Seilevel s communications. Alternate Typefaces If Helvetica Neue is not available (when word processing on certain computer systems, for example), Helvetica or Arial should be used instead. Arial and Helvetica are easy-to-read typefaces that can be used for body copy of letters, memos and faxes.
7 Seilevel Corporate Identity Guidelines Signature Misuse 7 Do not change the colors of the signature. The Seilevel signature has been custom drawn. Never re-create its elements. Always use the approved artwork, and always follow these rules when using it. requirements defined Do not change the fonts used in the signature. Do not move or rearrange the elements of the signature. Do not resize individual elements in the signature. Do not distort the signature. Welcome to Canada Do not place other text in the place of the logotype
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