BRAND STYLE GUIDE 2016

Transcription

1 BRAND STYLE GUIDE 2016

2 TABLE OF CONTENTS AUTHOR: BlueCielo ECM Solutions EDITION: 2016 BlueCielo Brand Style Guide. Copyright 2016 BlueCielo ECM Solutions. All Rights Reserved.

3 Chapter 1: BLUECIELO THE BRAND Chapter 2: LOGO Chapter 3: COMPANY COLORS Chapter 4: LANGUAGE & TYPOGRAPHY Chapter 5: IMAGERY Contact

4 BLUECIELO THE BRAND Introduction to our company. Who we are as an organization and how this guide can help you.

5 WELCOME TO BLUECIELO ABOUT OUR COMPANY BlueCielo manufactures software to manage engineering information. Our software ensures that accurate information is always available, so that our customers can comply with regulation and reduce risks, and their stakeholders can execute day to day tasks safely and efficiently. Our company began in 1985 in The Netherlands. Over the last 30 years, we have grown, but our company culture still reflects our Dutch origin: our approach remains open, tolerant and cooperative. ABOUT THIS GUIDE This guide provides the set of standards that govern how our company presents itself to the world. This includes our corporate identity, company colours and our logos, as well as our text and visual style. The guide is designed to ensure that our corporate style rules are followed so our brand is consistently portrayed. The guide should be used by BlueCielo employees, partners, and external stakeholders such as graphic designers, printers or media whenever they represent the BlueCielo brand.

6 BLUECIELO LOGO SUITE All our logos and how to use them correctly

7 OUR LOGO SUITE CORPORATE LOGO The BlueCielo logo consists of two elements: our company name and our bird icon. These two elements must not be separated; the logo should always be used as a whole. The bird may be used as a separate (additional) design element. The full color square version of our corporate logo is used by default. A horizontal version of our corporate logo is available on request. Minimum Size Print: 10mm x 18mm Digital: 100px x 55px (height x width) Colors BlueCielo Blue (PMS 653) On white background Formats Digital/screen: JPEG or GIF Transparent background: PNG Print: EPS

8 VARIATIONS & USAGE Our logo must be used on a light (white to 50% black) background. On a dark background use the white logo. For black and white printing, use the black logo. Correct: You may not edit our logo in any way it must be used as it is. Avoid placing the logo on textured or photographic backgrounds. Do not use the logo as a background image or watermark. Incorrect: Logo on image Logo on 50%+ grey Reversed logo

9 OTHER LOGOS In addition to our corporate logo, we have logos for our software. By default, the full color horizontal product logos are used. Square product logos are available on request. BlueCielo Meridian: Meridian Base, Standard and Plus levels: And the products Power, Explorer and Portal: TIP If you need a specific color version of a logo or a scalable vector file, please contact the Marketing department.

10 COMPANY COLORS The colors used in our corporate identity and product suite, specified for all channels

11 OUR COLORS A VITAL PART OF OUR CORPORATE IDENTITY Our corporate brand and our products are represented using specific colors. These colors are unique and may not be altered, modified or mixed. No other colors should be used to represent BlueCielo. On the next page we specify these colors for all media. Always assure that you apply the correct color standard for the medium you use. If you have any questions about our colors or how to use them for a particular project, please contact the Marketing department. TIP For print, use CMYK For artwork, use PMS For digital, use RGB For web, use hexadecimal

12 BRAND COLOR PALETTE Our primary brand colors are blue and white. These colors are used in our logo and across all media to portray the BlueCielo brand. Our third brand color is orange. This color is used in small amounts as a highlight color that complements our brand colors. If you require an additional color, for example for text, one of our neutral gray tones should be chosen. PMS RGB CMYK Hex #004e8f Opaque white #ffffff 151C #ff7f00 663C #F2F2F2 Cool Gray 1C #D9D9D9 Cool Gray 2C #cdcdcd 424C # Solid Black 7C #444444

13 PRODUCT COLOR PALETTE Our products have unique colors. These colors are used only in the product logos for Explorer, Power and Meridian360 Portal. PMS RGB CMYK Hex 2603C #6d1e7e 306C #25a9e1 361C #5bac26 TIP If you require the color specification for the 3 shades used per product logo, please contact the Marketing department.

14 LANGUAGE & TYPOGRAPHY Overview of our fonts and corporate writing style

15 OUR TEXT THE WAY WE WRITE BlueCielo has a defined editorial style. This is described briefly below. For more detailed guidelines on BlueCielo language, please consult the BlueCielo Editorial Style Guidelines. Any text you write about the company or our products should be approved by relevant stakeholders (e.g.: your manager or BlueCielo representative). BlueCielo texts are: Polite Engaging and interesting Clear and easy to understand Active BlueCielo texts are not: Rude, offensive or discriminatory Negative about competitors Full of slang, idiom or jargon Passive TRANSLATION Our official corporate languages are: American English, Brazilian Portuguese and German If you need content in another language, please contact us.

16 STANDARD FONTS & TYPOGRAPHY Our standard font is Tahoma. This default font is safe for use on web and is a standard font on most devices. The font-stack for Tahoma is: Tahoma, Geneva, sans-serif Our font used in headings is Lato. This is an open-source font. If you do not have Lato, you can use Tahoma for headings too. FONT & HEADING STYLES H1 - Tahoma, #004e8f, size 34px, line height 48px H2 - Tahoma, #004e8f, size 18px, line height 27px H3 - Tahoma, #333333, size 16px, line height 24px H4 - Tahoma, #747474, size 13px, line height 16px H5 - Tahoma, #333333, 12px, line height 18px H6 - Tahoma, #333333, 11px, line height 17px Paragraph text - Tahoma, #747474, size 13px, line height 20px Links Font style + #004e8f

17 IMAGERY Easy style tips for visuals and corporate imagery

18 IMAGERY VISUALS FOR OUR BRAND BlueCielo has a specific visual style that should be carefully maintained. Your images have to be chosen according to the corporate, product or market message to be relevant and appealing to the target group. Think of a detail or part of a plant, machine, building or instrument for example. BlueCielo internals may use any photograph from the Marketing Image Libraries on the Group Drive. Any other images used need to be approved by BlueCielo s style keepers (BlueCielo Marketing Department Hoofddorp). Images should always be: Appropriate to the context Clear, and high resolution Related to our focus areas Approved by the Marketing department before use Images should never be: Cartoon-ish, comical or childish Fuzzy, stretched or distorted Discriminatory, offensive or exclusive Used without permission

19 EXAMPLES OF BLUECIELO IMAGERY

20 CONTACT US If you have a question about our brand style or you need additional information relating to our corporate identity, please contact the BlueCielo Marketing Department: FOR ANY ADDITIONAL INFORMATION BlueCielo Head Office Polarisavenue 1, 2132 JH Hoofddorp, The Netherlands T E mail@bluecieloecm.com