Phonetics Incorporated

Transcription

1 Visual Identity Guidelines e Phonetics Incorporated r

2 The logo/wordmark and all visual identity artwork represented in this booklet belongs entirely to Phonetics Incorporated. All other content and layout design of this document is copyright 2003, Design Quarry. All rights reserved.

3 Table of Contents Introduction 1 The Logo / Wordmark 2 Minimum Size / Safe Area 3 Colour Variations 4 Unacceptable Formats 5 Colours 7 Non CMYK or Pantone Applications 8 Typography 9 Stationery Package 10 Recommended Paper Stock 11 The Business Card 11 Pre-Printed Letterhead/Newsletter/Leaflet Sheet 12 Mailing Label 13 Sample Brochure 14 Duotone Image 15 CD-Rom 16 Glossary 17

4 Introduction

5 This manual has been prepared by Design Quarry to provide design guidelines when developing materials for Phonetics Incorporated. The manual is designed to provide direction to anyone using the logo/wordmark, graphic elements and typography. Adherence to this manual will ensure a consistent image for Phonetics and aid in the effectiveness of all communication materials. What is a Visual Identity? The new Phonetics visual identity is the combination of type, colours and graphic elements that identify it and differentiate it from other organizations. The use of the logo/wordmark, typeface(s), colours, size, placement, secondary graphics, etc.., all help people to recognize Phonetics materials. Visual Identity Goals It is important that all Phonetics publications and associated materials be visually consistent to provide instant identification and brand recognition. The guidelines in this booklet should be followed in order to ensure appropriate and consistent use of the visual identity, including publications not produced by Phonetics. More Information If you have questions or require additional information about these guidelines, please contact Design Quarry (see back cover). 1 CORPORATE IDENTITY GUIDELINES

6 The Logo/ Wordmark The logo / wordmark is the primary element of the Phonetics visual identity. It must appear as shown or as described in the pages that follow. The components may not be separated from each other. 100% Pantone 8201 (+K) Radial gradient of Pantone 305 and Pantone 8201 (+K) CORPORATE IDENTITY GUIDELINES 2

7 Minimum Size The logo / wordmark should not be reduced to a size less than 3 /4/ 4 inch in width. Using the logo/wordmark at a smaller size will cause a loss of readability. Safe Area 3 /4/ 4 inch minimum width The following diagram shows the minimum amount of safe area around the logo / wordmark. The safe area ensures that the logo/wordmark have enough breathing room for maximum effectiveness. The empty cubes of the grid explain the recommended distance or space where no other object or graphic element should appear. The distance on all sides is a measure equal to approximately 1 /12 / of the width of the actual logo / wordmark. The safe area is based on a proportional value and will increase if the logo/wordmark is used at larger sizes. minimum safe area 3 CORPORATE IDENTITY GUIDELINES

8 Colour Variations One colour Pantone 8201 (+K) Reversed-Out Colour Black & White Reversed-Out Black & White CORPORATE IDENTITY GUIDELINES 4

9 Unacceptable Formats The Phonetics visual identity must only be reproduced from approved master artwork (authorized electronic versions as found on the included CD-Rom). The following are examples of incorrect usage of the logo / wordmark. Do not use other colours Do not use complex backgrounds 5 CORPORATE IDENTITY GUIDELINES

10 Do not screen Do not use boxes or shapes Do not angle Do not stretch CORPORATE IDENTITY GUIDELINES 6

11 Colours The two colours used in the Phonetics visual identity are metallic silver (Pantone 8201+K) and light blue (Pantone 305). This applies to all two-colour printed applications. For four-colour process reproduction (CMYK) and web application, the information on the following chart should be used: Spot Colour RGB PCSG/CIG CMYK WEB Pantone 8201 (+K) R 102 G 153 B 153 X Cyan 17% Magenta 0% Yellow 8% Black 36% Pantone 305 R 102 G 153 B 153 X Cyan 30% Magenta 0% Yellow 0% Black 0% 99 FF FF 50% 50% 7 CORPORATE IDENTITY GUIDELINES

12 Non CMYK or Pantone Applications For applications where neither four-colour process nor the Phonetics Pantone colours are available, the logo / wordmark may be in black or reversed-out, whichever is more effective. For some applications like signage using vinyl lettering, suppliers may provide a limited colour palette depending on the brand or type of vinyl they sell. Knowing it may be difficult to choose from the choices they provide, Design Quarry could be contacted for further assistance (see back cover). CORPORATE IDENTITY GUIDELINES 8

13 Typography Consistency in the body text of all communications is very important, but it is best not to use the same typefaces found in the Phonetics logo / wordmark for the headings or body text of the communication. A visual identity will remain unique by not repeating the dominant typeface(s) throughout a publication. If in doubt, consult a professional graphic designer for some friendly advice. The three typefaces used in the Phonetics visual identity are listed below. Techno, 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 Quay Sans, Medium 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 Quay Sans, Book 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 CORPORATE IDENTITY GUIDELINES

14 The last number you ll ever need... Stationery Package Logo / wordmark The last number you ll ever need... the first number you ll ever own. STATIONARY PACKAGE Mailing label Business card Richard Wright President rwright@tagline.cc It s my phone, cell, fax and the best way to contact me....the first number you ll ever own. Letterhead Note: The ratio of scale between the items on this page may not be accurate. CORPORATE IDENTITY GUIDELINES 10

15 The last number you ll ever need... Recommended Paper Stock Letterhead Expressions, 70 lb text, radiance white, super smooth Mailing Label Laser compatible white G&T labels (10 labels per sheet) Envelope Regular white wove (see page 13) Business Card Luna gloss, 100 lb cover, white Brochure Luna matte, 100 lb text, white The Business Card Name Title logo / wordmark BUSINESS CARD Contact info Slogans Richard Wright President rwright@tagline.cc It s my phone, cell, fax and the best way to contact me....the first number you ll ever own. Business card shown at actual size (3.5 x 2 inch). 11 CORPORATE IDENTITY GUIDELINES

16 ever need... May 15, 2003 the first number Design Quarry 104, Ave Edmonton, AB T5H 0L9 Re: Request for Proposals you ll ever own Street Edmonton, AB T5S 1M It s my phone, cell, fax and the best way to contact me. Dear Jack, We request proposals to develop a new visual identity for the agency. This would include development of an image (logo) and selection of type style(s) and colour(s); and development of the integration of these elements for presentation in a range of ways required by the agency (including business cards, letterhead, and signage). The successful product must evidence an understanding of the vision, mission, and values of the agency. Testing the identity with an agreed sample of stakeholders of the agency is to be included in the proposal. Deliverables are to be in both hard (paper) format and electronic format. Proposals should include a timeline for the work; the fee (detailed by elements or in terms of an hourly rate and an estimate of hours); examples of other work; and contact information for at least two references for previous work. Proposals will be accepted until 2002 November 15 at 1600 hours at Street Edmonton, Alberta T5S 1M3. Information about the agency is available at Sincerely, Richard Wright rw ever need... the first number you ll ever own. Pre-Printed Letterhead/Newsletter/Leaflet Sheet Logo / wordmark The last number you ll ever need... the first number you ll ever own. The last number you ll Pre-printed sheet used as a letterhead PRE-PRINTED SHEET WITH LETTERHEAD AND NEWSLETTER Pre-printed sheet The last number you ll Headline Title NEWS It s my phone, cell, fax and the best way to contact me. Volume No. 01 / Issue No. 4 Secondary Title Pre-printed sheet used as a newsletter Actual size is 8 5 x 11 inch CORPORATE IDENTITY GUIDELINES 12

17 Attn: Jack Born Design Quarry 104, Avenue Edmonton, AB T5H 0L9 Attn: Jack Born Design Quarry 104, Avenue Edmonton, AB T5H 0L Street Edmonton, Alberta T5S 1M Street Edmonton, Alberta T5S 1M3 Attn: Jack Born Design Quarry 104, Avenue Edmonton, AB T5H 0L Street Edmonton, Alberta T5S 1M3 Mailing Label Actual size is 2 x 4 inch MAILING LABEL APPLIED TO THREE STANDARD ENVELOPE SIZES No.10 catalogue, o.e / 8 x 9 / 2 inch No. 8 catalogue, o.e. 10 x 13 inch 1 No. 2 / 2 catalogue, o.s / 4 x 9 / 2 inch Note: o e open end; o s open side 13 CORPORATE IDENTITY GUIDELINES

18 Sample Brochure Logo / wordmark Area for copy and / or image Main title Title of Brochure BACK PANEL OF BROCHURE Area for secondary title Secondary title of the brochure Street Edmonton, AB T5S 1M It s my phone, cell, fax and the best way to contact me. wright@tagline.cc Contact information SAMPLE COVER OF A 3-PANEL 2 COLOUR BROCHURE The last number you ll ever need... the first number you ll ever own. Actual size is 3.75 x 8.5 inch. CORPORATE IDENTITY GUIDELINES 14

19 Duotone Image The man holding a phone image that is used on some of the stationery is a duotone using Pantone 8201 (+K) and Pantone 305 (for more information about these spot colours see page 7). 15 CORPORATE IDENTITY GUIDELINES

20 CD-Rom The included IBM/MacIntosh formatted CD-Rom contains electronic copies of Phonetics visual identity in a variety of formats and sizes. All text found in the EPS files is converted to outlines/curves for ease of reproduction and sizing. Pantone colours are indicated in the files wherever possible. Visual Identity Phonetics Incorporated A list of all CD-Rom items can be found in this booklet. DesignQuarry phone info@designquarry.ca An electronic copy of this booklet is available in PDF format on the CD-Rom and the most current version can be found online at: pi/piguide.pdf CORPORATE IDENTITY GUIDELINES 16

21 Glossary Compact Disc, Read-Only-Memory (CD-Rom) An adaptation of the CD that is designed to store computer data in the form of text and images, as well as hi-fi stereo sound. EPS (Encapsulated PostScript) Files that contain vector text and/or images converted to outlines/curves to ensure quality of resolution, precision and color at any size. Font Complete assembly of all characters (upper and lowercase, numerals, punctuation marks, points, etc.) of one typeface. Four-Colour Process (CMYK) Refers to offset printing using cyan (C), magenta (M), yellow (Y), and black (K). Duotone A duotone is created by printing two different colours of ink resulting in an optical blending to make a third colour. Using only one ink is called a monotone. (Pantone Matching System) Refers to the colours commonly used by graphic designers and printers for matching ink colours. Included in the system are the Colour Imaging Guide (CIG) and the Process Colour System Guide (PCSG). Paper (Coated) Paper that has a clay-based surface coating that gives it a smooth finish. Examples are: matte, silk and gloss. 17 CORPORATE IDENTITY GUIDELINES

22 Paper (Uncoated) Paper that does not have a polished surface (like the paper used to make this booklet). PDF (Portable Document Format) A file format that preserves the layout, typography, bitmap images and vector image files. PDF files can be viewed using the free Acrobat Reader found at the Adobe website ( Reversed-Out A portion of an image that is not printed, so that the image appears in the colour of the paper. Rock Quarry Fred Flintstone works at one of these. No task is too simple he returns day after day, treating each job with equal enthusiasm and dedication. Typeface A set of fonts within a type design (including variations such as bold and italic). Type Weight The thickness of a font such as thin regular, bold and black. RGB (Red Green Blue) RGB is the colour language created with light. These three colours are the basis of all other colours rendered on a computer monitor or video screen. CORPORATE IDENTITY GUIDELINES 18

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