Transcription

1 Style Guide

2 Index 1. Introduction 1.1 Formula / strategy Key message (promise) Style elements 2.1 Logo Typography Colour codes and use of colours Slogan and guidelines for using the brand name Positioning of elements Photographic material Icons Identity members Examples 3.1 Advertisement Banners Page 2

3 1. Introduction This style guide has been developed for use with the brand. It contains guidelines to ensure that the appearance of the brand is consistent for all communication. Follow this guide as much as possible to ensure that the brand identity is safeguarded. 1.1 Formula / Strategy FlowerTrials wants to maintain its position as a leading event for innovation, organised by breeders and propagators (licensors) of pot and bedding plants worldwide. Through the detailed presentation of new products and product ranges at multiple locations during the key period of the year, the event responds to the needs of retailers, traders and growers. The event takes place annually in week Key message (promise) The promise that the wants to make is that it represents the entire industry of pot and bedding plants. slogan: attention in ads: Register Online (offline). More information (online). more than 90% of the range of pot and bedding plants is represented. dates and opening hours 4 languages web address in all languages : Page 3

4 2. Style elements This section describes the style elements and provides guidelines. Follow these to safeguard the brand identity. Feel free to move or vary the elements, but try to preserve the recognition and global style as much as possible. 2.1 Logo The logo is the primary element of the identity. Always place the logo with the text upright and the font size large enough so that the text is clearly readable. The logo should be displayed in the original colours. If this is not possible, then diapositive or monochrome versions can be used. The logo can also be used with the event dates or with the addition of week 24 in capitals. Colour Monochrome Original logo Diapositive Alternative use Page 4

5 2.2 Typography The fonts for all communication are: Futura Condensed and Lato. Futura is used for headlines and striking texts and Lato for the plain texts. The texts must be legible, so keep a font size of at least 6 pt. The line spacing should always be a minimum of 1.5 times the font size. Fat (bold) and italics (italic) texts may be used as required but use the variations within the font. Example font size and line spacing Font size = 10 pt 10pt x 1.5 = 15 pt line spacing = 15 pt Exmple headlines and plain texts Headlines in Futura Bold plain texts in Lato Regular Futura Condensed a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z (.!? $ % # {} ) Futura Condensed Bold a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z $ % # {} ) Lato Regular a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z $ % # {} ) Page 5

6 2.3 Colour codes and use of colours In order to prevent the use of different versions of the same colour, uses a base colour palette. Shades can be used in percentages of these colours. Pantone CMYK RGB Web Pantone 655 C100 M72 Y0 K56 R0 G29 B76 #202e55 Pantone 360 C56 M0 Y0 K100 R133 G184 B42 #7DC142 Pantone 3945 C0 M0 Y95 K0 R255 G241 B0 #F4E600 Pantone 298 C85 M0 Y0 K0 R0 G169 B239 #3DB5E6 Pantone 1375 C0 M48 Y82 K0 R240 G132 B48 #FF9900 Pantone 1585 C0 M66 Y90 K0 R255 G113 B21 #FF7115 Pantone 211 C0 M65 Y0 K0 R231 G100 B163 #F07DB0 Pantone 199 C0 M94 Y65 K0 R226 G23 B62 #DB0032 Tint 80% Tint 60% Tint 40% Page 6

7 2.4 Slogan and guidelines for using the brand name The slogan of is and is always shown in Futura Condensed. If possible, when sufficient space is available, the event date should be displayed near the slogan. The slogan can be written in any colour, but has to stand out. Note that it should always be written as follows: with a w in lower case. Print In order to visit the event participants need to register. To encourage registration the text Register Online should be used as a call to action. The text should preferably be placed in a plain orange text box,. If unavailable a different (striking) colour may be used. If desired, an icon can also be used. Translations are acceptable. It is important that in all communication the web address is clearly communicated. Online In order to encourage people to visit the website the call to action for online banners is MORE INFORMATION. The registered trademarked brand name is. Flower and Trials should always be written with a capital and end with the registered mark. If the superscript is not available this may also have the same size as the FlowerTrials text. Slogan June 2017 Call to action Online Print MORE INFORMATION Register Online Brand name Page 7

8 2.5 Positioning of elements The logo may be aligned to the left, the right or in the centre. Ensure that it is fully displayed and the space between the logo and another element is at least the size of the central circle (see x in the diagram). In addition to the logo, there are a number of other layout elements which can be used in communication. These are a background oval, a colour bar and a 3D version of the logo. The oval is always used as a header and the color bar as a footer. The (partial) 3D version of the logo can be used both above and below. X Positioning logo X X Example oval background and 3D element Page 8

9 2.6 Photographic material To give your advertising more body photographic material may be used. Images should preferably be shown with rounded corners. If images are used in headers or backgrounds, please use close-ups of plants and flowers. Some examples are shown below: Use of images Example of a background Page 9

10 2.7 Icons Icons can give added interest to communications. It is recommended that you use the FontAwesome.ttf. After installing this font a large number of icons are available for use. See examples below. The entire collection can be viewed at: Example icons Social media icons Page 10

11 3. Examples In this section examples are shown of advertisements and banners. These can be used as a guideline for your communication. Please use these as much as possible. 3.1 Advertisement Below is an example of an ad. Please try to use the header and footer in your communication. The date and text can be translated, but the pay off should always be written in English. Example 185mm x 125mm ad June 2017 The International Bedding and Pot Plant event held at more than 30 locations in The Netherlands and Germany No fewer than 59 Pot and Bedding Plant breeders proudly present their new innovations, creative concepts and an incredibly wide range of crop assortments. From technical information to retail inspiration, from breeding breakthroughs to latest trends, every professional in ornamental horticulture has a reason to meet at Register online For an overview of the participating companies, routes and free registration visit flowertrials.com Page 11

12 3.2 Banners Here are banner examples. If you have sufficient space please use this as a base for your banners. Example 640px x 960px ad slide 1 slide 2 hoover Page 12

13 3.2 Banners Here are banner examples. If you have sufficient space please use this as a base for your banners. Page 13

14 3.3 footer The FlowerTrials footer below can be used by all FlowerTrials members and is available in four langagues. With kind regards, June Juni juni juin 2017 FlowerTrials members can combine the footer with their company logo. Always place the company logo right of the footer inside a frame. Like in the example below. With kind regards, June 2017 Page 14