USAGE GUIDELINES REV

Transcription

1 USAGE GUIDELINES REV

2 WHAT ARE THESE GUIDELINES FOR? The CMMI Institute identity is more than our logo. It is a design system composed of a number of core elements that combine to create a distinctive look and feel that makes the CMMI Institute brand instantly recognizable. The following pages will guide you through these core elements. They will assist you in designing and producing compelling communications with consistency, creativity, and flexibility. Many of the standards set forth in this guide depend on size, proportion, and position. These have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to these design standards will ensure that the CMMI Institute brand is always expressed clearly and with quality. These guidelines were created in such a way that they can be edited and updated as needed. If you are ever unsure of how to handle the application of our identity, please contact the Director of Marketing at CMMI Institute.

3 CONTENTS 1.0 Voice 5 Voice 2.0 Identity System 7 Partner Logo Configurations 3.0 Universal Principles 9 Clear Space 10 Minimum Size 11 Color Variations 12 File Naming Structure 13 Tagline 14 Background Control 15 Background Control: Transparent 17 1 Co-Branding Standard Misuse 4.0 Color 20 Logo Color Palette 21 Extended Color Palette 5.0 Typography 24 Typography 25 Alternate Typeface 6.0 Applications 27 Business Card 28 PowerPoint 7.0 Contact Info 30 Contact Us

4 1.0 VOICE

5 VOICE CMMI Institute exists to make the world work better by helping organizations identify, address and refine the capabilities that will make a higher standard of performance achievable and measurable. We are inspired by the discipline and attention it takes for an organization to use their key capabilities to distinguish themselves amongst their peers and competitors and provide a higher standard of service to their customers. Our CMMI Institute brand voice harnesses these characteristics through the following values: Capability Capability is seen in all aspects of CMMI. Transparency Build transparency into what you do by going through the CMMI process. Acceleration CMMI keeps your business moving, fresh, modern. Discipline CMMI is about control, guidance and consistency. 5

6 2.0 IDENTITY SYSTEM

7 Horizontal Stacked PARTNER LOGO CONFIGURATIONS There are two configurations of the Partner logo available for our partners to use. Files: CMMI_Partner_Horizontal_color version_color model.file format CMMI_Partner_Stacked_color version_color model.file format + See Page 13 for an explanation of the file naming structure. 7

8 3.0 UNIVERSAL PRINCIPLES

9 =X Minimum White space where x equals the height and width of the symbol CLEAR SPACE Every logo in the CMMI Institute family should always be surrounded by a generous field of clear space to ensure its legibility and impact. This isolates the logo and protects it from competing visual elements such as text and supporting graphics. As shown above, the absolute minimum amount of clear space that should surround any logo is equal to width of the orb symbol. 9

10 .375" 56 px.375" 56 px.25" 36 px MINIMUM SIZE Numerous applications, such as the footer of a website, or the sponsor page of an event program often necessitate a small logo. Our logos can be scaled to a variety of sizes. However, at extremely small sizes, readability may become compromised. To ensure that the logo is always readable, it should never be reproduced smaller than shown in the exhibits above. As shown on the right, if the logo will be used in one colors, it can be produced as small as 0.25 inches or 36 pixels tall. 10

11 PARENT Full-Color Black Transparent-Black Reverse Transparent-Reverse COLOR VARIATIONS To accommodate a range of uses, reproduction techniques, and printing requirements, three color main variations are available for each logo in the CMMI Institute Partner suite. The Color variation is preferred for brand communications. The Black variation should only be placed against white or light colors. The Reverse variation should be used when placing the logo against a dark colored background. Utilize CMMI Institute brand colors for backgrounds whenever possible. These logo variations may be placed against imagery or colors outside of the CMMI Institute color palette if necessary, provided they conform to the requirements, set forth in Section 2.5, Background Control. Logos should never under any circumstances be filled with a color outside of the CMMI Institute color palette without permission. 11

12 LOGO STRUCTURE CMMI _ Partner_ Horizontal _ Full-Color _ CMYK. eps Prefix Description Configuration Color Color Model File Format CMMI Partner Horizontal Stacked Black Full-Color Reverse Transparent-Black Transparent-Reverse CMYK PMS RGB AI EPS PNG FILE NAMING STRUCTURE Use this naming convention guide to select the appropriate logo for reproduction. EPS files are preferred as the standard format for any project, can be scaled infinitely and can be used for high-resolution print applications. EPS files can also be imported into most page layout and illustration software such as InDesign, Illustrator, Photoshop and Word. When placing the transparent logos against a color or image, the AI format may be required. Programs such as InDesign do not honor EPS transparency effects. Failing to place the correct file will result in a blending error. When placing an AI file in InDesign be sure to enable import options. Set Crop to Art, and enable Transparent Background. When placing an AI file in Photoshop, simply set crop to Art. Always use the correct color model for your application. PMS logos should be used when printing with Pantone inks, otherwise, CMYK files should be used. RGB logos should only be used for screen applications. 12

13 Use this Partner logo Never use the Partner logo with the Powered by Carnegie Mellon tagline TAGLINE Remember that CMMI partners must no longer use the logo with a Powered by Carnegie Mellon tagline. The logo should be the basic CMMI Institute Partner logo. 13

14 BACKGROUND CONTROL Our logos were designed to be adaptable to a range of background requirements. However, it is essential that the logo is always highly readable in every application. As shown in the exhibits, the logos and their variations can be positioned against a variety of backgrounds. The color logos feature well against white and light colors, but not well against dark backgrounds. The Black logos work well against white and light backgrounds. The White variations also reproduce well against a range of backgrounds, provided there is adequate contrast. As a rule of thumb, a dark logo should not be used on a dark background, nor should a light logo be used on a light background. Logos with two colors should also stick with white or light backgrounds. 14

15 BACKGROUND CONTROL: Transparent The Transparent-Black and Transparent-Reverse variations reproduce well against a range of brand colors and photographic backgrounds, provided there is adequate contrast. These variations feature a transparent symbol that will retain a tint from the color or imagery behind it. Always ensure adequate contrast when using this variation. 15

16 EXAMPLES of Best Practices CMMI Institute Partner logo on website Partner name: Business Strategy Website: Partner name: Common Sense Solutions Website:

17 CO-BRANDING STANDARD Because the CMMI Institute partners with many companies and organizations, specific guildelines have been developed represent both well. Logos should be of similar orientation, and total area. Place a 0.5 pt wide vertical rule line one globe away from either logo. The rule line should ascend the entire height of the taller mark. 17

18 Never re-arrange the elements of the logo. Never distort the logo. Never re-typeset the logo. Never apply the logo to a background that does not provide Never outline the logo. Never apply a color outside of the CMMI Institute palette to the logo.. Never re-arrange colors within the logo. Never stylize the logo in any way. MISUSE Any misuse of the logo artwork diminishes its integrity and that of the CMMI Institute brand as a whole. The exhibits featured here represent some common misuses that must be avoided whenever designing with the logo. Remember that the logo must never, under any circumstances, be altered or re-created in any way. 18

19 4.0 COLOR

20 PRIMARY SECONDARY CMMI Black PMS: 438 CMYK: 100/100/100/0 RGB: 54/54/57 HEX: # Blue 4 PMS: 7461 CMYK: 100/40/0/0 RGB: 0/125/198 HEX: #007DC6 Green 3 PMS: 7482 CMYK: 100/0/100/0 RGB: 0/166/81 HEX: #00A651 Black PMS: Process Black CMYK: 0/0/0/100 RGB: 0/0/0 HEX: # Purple 5 PMS: 669 CMYK: 70/100/0/70 RGB: 45/0/62 HEX: #2D003E Blue 1 PMS: 290 CMYK: 14/0/0/0 RGB: 215/239/253 HEX: #D7EFFD Orange 2 PMS: 1365 CMYK: 0/40/100/0 RGB: 250/166/26 HEX: #FAA61A White CMYK: 0/0/0/0 RGB: 255/255/255 HEX: #FFFFFF LOGO COLOR PALETTE Color is a key component of any identity. By using these colors consistently across brand communications, they will build recognition for the CMMI Institute brand while contributing to a unified look and feel. We ve chosen colors that are bold and energetic. These colors can be used for text, color fields, rules and other graphic elements as needed. Utilize these colors for brand collateral whenever possible; using these colors for CMMI Institute designs will help build brand recognition. The primary color palette may serve as base colors and may be lightened or darkened based on its application. 20

21 Blue 5 PMS: 7463 CMYK: 100/80/47/51 RGB: 4/39/64 HEX: # Blue 4 PMS: 7461 CMYK: 100/40/0/0 RGB: 0/125/198 HEX: #007DC6 Blue 3 PMS: 2915 CMYK: 70/14/0/0 RGB: 36/171/226 HEX: #24ABE2 Blue 2 PMS: 297 CMYK: 50/0/0/0 RGB: 109/207/246 HEX: #6DCFF6 Blue 1 PMS: 290 CMYK: 14/0/0/0 RGB: 215/239/253 HEX: #D7EFFD Purple 5 PMS: 669 CMYK: 70/100/0/70 RGB: 45/0/62 HEX: #2D003E Purple 3 PMS: 259 CMYK: 72/100/5/1 RGB: 107/43/137 HEX: #6B2B89 Purple 3 PMS:521 CMYK: 50/79/0/0 RGB: 143/84/162 HEX: #8F54A2 Purple 2 PMS: 522 CMYK: 28/55/0/0 RGB: 183/131/186 HEX: B783BA Purple 1 PMS: 524 CMYK: 9/27/0/0 RGB: 225/192/219 HEX: #E1C0DB EXTENDED COLOR PALETTE The extended color palette shows the tints and shades that can be used to create collateral. 21

22 Green 5 PMS: 5535 CMYK: 100/80/100/51 RGB:7/40/27 HEX: #07281B Green 4 PMS: 7725 CMYK: 88/26/86/12 RGB: 0/128/80 HEX: # Green 3 PMS: 7482 CMYK: 100/0/100/0 RGB: 0/166/81 HEX: #00A651 Green 2 PMS: 360 CMYK: 59/0/81/0 RGB: 113/192/101 HEX: #71C165 Green 1 PMS: 350 CMYK: 25/0/42/0 RGB: 195/224/170 HEX: #C3E0AA Red 5 PMS: 1817 CMYK: 0/100/100/70 RGB: 104/0/0 HEX: # Red 4 PMS: 7622 CMYK: 0/100/100/30 RGB: 177/17/22 HEX: #B11116 Red 3 PMS: 1788 CMYK: 0/96/89/0 RGB: 238/41/49 HEX: #EE2931 Red 2 PMS: 1777 CMYK: 0/75/46/0 RGB: 241/102/110 HEX: #F1666E Red 1 PMS: 182 CMYK: 0/30/12/0 RGB: 249/192/196 HEX: #F9C0C4 Orange 5 PMS: 1815 CMYK: 29/89/100/36 RGB: 129/44/25 HEX: #812C19 Orange 4 PMS: 166 CMYK: 0/80/100/0 RGB: 241/90/34 HEX: #F15A22 Orange 3 PMS: 151 CMYK: 0/60/100/0 RGB: 245/130/32 HEX: #F58220 Orange 2 PMS: 1365 CMYK: 0/40/100/0 RGB: 250/166/26 HEX: #FAA61A Orange 1 PMS: 134 CMYK: 0/19/57/0 RGB: 255/208/129 HEX: #FFD081 22

23 5.0 TYPOGRAPHY

24 Gotham Light ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham Book ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham Black ABCDEFGHIJKLMNOPQRSTUVWXYZ Gotham Black Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ TYPOGRAPHY Our primary typeface is Gotham. The family includes a comprehensive range of weights and can be used for headlines, titles, and text in both print and web applications. A license must be obtained for each computer installation of these fonts. Usage is subject to the restrictions found within the font s respective End User License Agreement. Gotham: 24

25 Calibri Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ Calibri Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ Calibri Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ Calibri Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ALTERNATIVE TYPEFACE Our alternative typeface is Calibri. It has only two weights, but comes standard on both Mac and Windows computers, and it works with microsoft office. 25

26 6.0 APPLICATIONS

27 Full Rawdon Name, Young, CRED. EMDE, ABBR.* HMLA* CMMI Job Title Product Architect P: +1 Phone Number *Full * Enterprise Description Data of Management Credential Expert, Abbreviation, Second Certifified Line High of Credentials Maturity Lead if Needed Appraiser Melanie Full Name, Mecca, CRED. EMDE* ABBR.* Project Job Title, Manager, Data Second Management Line of Job Maturity Title Model mmecca@cmmiinstitute.com @cmmmiinstitute.com *Full * Enterprise Description Data Management of Credential Expert, Abbreviation, Second Certifified Line High of Credentials Maturity Lead if Needed Appraiser P: +1 Phone Number C: +1 Cell Phone cmmiinstitute.com 11 Stanwix Street, Suite 1150 Pittsburgh, PA USA cmmiinstitute.com 11 Stanwix Street, Suite 1150 Pittsburgh, PA USA STATIONERY: Business Card 27

28 Improving Customer Satisfaction Build Organizational Capacity Accomplish Your Mission. Deliver Results. JANUARY 2015 CMMI provides guidance for efficient, effective improvement across multiple capability areas in an organization. cmmiinstitute.com Improving Customer Satisfaction Improving Customer Satisfaction Lockheed Martin Management and Data Systems increased their award fees by 55%. Siemens Information Systems Ltd. increased their customer satisfaction index an average of 42% in three technical areas. Northrop Grumman IT, Defense Enterprise Solutions received more than 98% of possible customer award fees. Month-to-Month Customer Satisfaction Donec ullamcorper nulla non metus auctor fringilla. Aenean lacinia bibendum nulla sed consectetur. Maecenas sed diam eget risus varius blandit sit amet non magna. Vestibulum id ligula porta felis euismod semper cmmiinstitute.com cmmiinstitute.com DIGITAL: PowerPoint 28

29 7.0 CONTACT INFORMATION

30 CONTACT US For questions concerning any points outlined in this guideline and for approval of any usage of our identity requiring specific authorization, please contact: L. Chavonne Hoyle Director of Marketing CMMI Institute cmmiinstitute.com 30