Brand guidelines. KCA Deutag brand guidelines. Section Title Sub title

Transcription

1 Brand guidelines. Section Title Sub title 1

2 Approved logostyle, name and positioning statement. 7

3 Logostyle and name The logostyle has been specifically designed as shown. The name (in text form) should be written in title script at all times, i.e.. The name should NOT be written as KCA DEUTAG (caps), or as KCA DEUTAG (superscript). Approved logostyle, name and positioning statement Logostyle and name 8

4 Logostyle variations Primary logostyle Mono logostyle The primary logostyle should be used as often as possible. If there are restrictions on reproduction, then a secondary mono and reversed logostyle version can be used. The proportions and defined colours of the primary and secondary logostyles are fixed, and must NOT be altered in anyway. Approved logostyles can be found on the intranet. Reversed logostyle Approved logostyle, name and positioning statement Logostyle variations 9

5 What NOT to do with the logostyle The logostyle has been rotated The logostyle proportions have been changed The logostyle colours have been altered A drop shadow has been added to the logostyle An element has been removed from the logostyle The logostyle has been placed in a shape that is not the approved framing device Approved logostyle, name and positioning statement What NOT to do with the logostyle 10

6 Logostyle minimum sizes and safe area There should always be a safe area surrounding the logostyle where no object or text should crossover. This should be considered when using the logostyle in everything from document layout to signage. The size of the safe area is defined by the height of the logo (shown here as X ). When the size of the logostyle is increased or decreased the safe area is scaled accordingly. Minimum size 20 mm Safe area Do not allow any object (outwith the framing device detailed further in this document) to appear in the area marked as X. X X X X X Approved logostyle, name and positioning statement Logostyle minimum sizes and safe area 11

7 The positioning statement The positioning statement is: Operating safely, succeeding globally. This statement is designed to convey the brand, what we stand for and how we differentiate from our competitors. The statement can be used with the logostyle as shown The statement can be used as a stand-alone element. Avoid repeating under the logostyle if in close proximity to the standalone statement. Operating safely, succeeding globally. Approved logostyle, name and positioning statement The positioning statement 12

8 Logostyle framing device It is recommended that the framing device is used for a wide range of communication materials, including: PowerPoint pages, advertising design and front covers. The logostyle framing device is a layout element. This is positioned at the foot of the layout, with the logo appearing bottom right contained by the frame. The logostyle is contained within a 20 angled white block. The block should always be placed a minimum width Z from the right hand edge. The white strip should align with Y, with a minimum depth Z between logo and base. Z Z 20 angled block Y Z A keyline version of the framing device can be used against white backgrounds. White strip, full bleed off base and edges. 0.5pt keyline: 50% tint of black Logostyle framing device Approved logostyle, name and positioning statement Logostyle framing device Recommended templates can be found on the intranet. 13

9 Colour palette. 14

10 Brand colour palette PMS 186 C/U C0 M100 Y81 K0 R204 G9 B47 PMS 188 C/U C0 M97 Y100 K50 R122 G37 B49 PMS Cool Grey 5 C/U C0 M0 Y0 K29 R179 G179 B179 PMS Cool Grey 11 C/U C0 M2 Y0 K68 R77 G78 B83 PMS Black C/U C0 M0 Y0 K100 R0 G0 B0 PMS 682 C PMS 676 U C25 M79 Y0 K12 R152 G72 B116 PMS 690 C PMS 683 U C0 M97 Y0 K59 R102 G31 B67 PMS 5425 C/U C30 M4 Y0 K31 R126 G153 B170 PMS 5395 C/U C100 M44 Y0 K76 R4 G32 B46 PMS 5483 C/U C62 M0 Y21 K31 R86 G144 B153 PMS 5463 C/U C100 M0 Y18 K83 R0 G45 B54 PMS 716 C/U C0 M45 Y91 K0 R240 G123 B5 PMS 725 C/U C0 M53 Y100 K48 R130 G62 B13 PMS 402 C PMS 400 U C0 M6 Y14 K31 R169 G163 B155 PMS 411 C/U C0 M27 Y36 K72 R94 G79 B74 Colour palette 15

11 Gradients Gradients should combine the two matching brand colours within one colour group (e.g. PMS 186 C + PMS 188 C) Gradient examples PMS % location PMS % location Gradient use is most effective with the shard device (the shard device is explained on pg 21). PMS % location PMS % location PMS % location PMS % location PMS % location PMS % location PMS % location PMS % location PMS % location PMS % location Colour palette Gradients 16

12 Typography. 17

13 Typography The font family Avenir has been selected as the KCA Deutag corporate typeface. This font was chosen for it s impact on the page and clean, contemporary styling. The broad range of weights also allows for a varied and vivid expression across media. For everyday office use in Word, communication and web, Arial is the preferred typeface. This is Arial. Please use Arial for non graphic materials such as PowerPoint presentations and Word documentation. This is Avenir Heavy, and should be used for headings. This is Avenir Light, which can also be used for headings. You can also use Avenir Light for body text and intro paragraphs. This is Avenir Book, ideal for body text in brochures, adverts and sales literature. Purchase the Avenir family of fonts from Typography 18

14 The success and strength of the brand depends on a globally consistent look across all materials we produce. The information provided has been developed to ensure a consistent and expressive brand worldwide. To achieve this, these guidelines MUST be followed and adhered to in detail by everyone. There are no exceptions. By cooperating in the use of these guidelines, you will reinforce the message we communicate to customers, business partners, and, not least, ourselves. To assist you in using the identity to reproduce the materials, an online brand toolkit has been created. We have supplied you with working templates of all materials shown in the guidelines. This is available via Kompass (search brand toolkit ). Support available: Please contact Corporate Marketing & Communications with any queries relating to this document or any branding related questions. 43