Product Brand Standards & Guidelines. Updated - October 2017

Transcription

1 Product Brand Standards & Guidelines Updated - October 2017

2 Introduction This document serves as a branding usage resource to ensure key themes, brand elements and creative are present and consistent throughout all communication on behalf of the Conrac Solutions Holdings, Inc. family of companies. In order to maintain a unified look and feel, please adhere to the following standards. Table of Contents Logo...2 Primary Usage...2 Primary Usage Alternate...2 Secondary Usage...2 Size...3 Usage...4 Clear Space...4 When Placed With Other Logos...4 Improper Usage...5 Graphic File Types...6 Raster Image...6 Vector Image...6 Typography...7 Arial...7 Colors...8 Color Models...8 Conrac Solutions Color Palette...8 Primary Palette...9 Secondary Palette...9 Corporate Standards...10 Business Cards Signatures...10 Apparel...10 Page 1

3 Logo The Conrac Solutions logo represents our collective group of companies at the highest level and is vital in continuing to build and maintain ourselves as market leaders. Association and utiliziation of our logo acts as an identifier and stamp of quality and should always be the most consistent component in communications. The Conrac Solutions logo should never be re-created or modified from its original format. Only official logos should be used in communication. All official logos files can be found on the employee resource portal. Primary Usage Intended for use across all collateral unless background or size conflicts with legibility. Primary Usage Alternate Intended for use on darker backgrounds. Green with tagline: White with tagline: Secondary Usage The primary usage option is preferred, however there will be instances in which the logo (see Size on page 3 of this guide) will be too small to read the tagline font. In those instances, please resort to using the secondary logo sans tagline. Secondary Usage Green without tagline: Secondary Usage Alternate White without tagline: Page 2

4 Logo Tertiary Usage The tertiary usage logo is limited to specific use among other logos. Please refer to When Placing with Other Logos section. Tertiary Usage Green Tertiary Usage Alternate Green Size To maintain full legibility, never utilize or reproduce the primary usage or primary usage alternate logo at a width smaller than 1.75 ( pixels) in. There may be instances which require the logo be printed smaller than 1.75 or when print solutions are not available for the given tagline text size such as apparel or promotional items. In that case, please utilize the Secondary Usage logo, which should not be utilized or reproduced smaller than 1 in order to maintain legibility. 1 in. Page 3

5 Usage Clear Space To maintain the integrity and proper prominence of the logo, clear space must be displayed around the entirety of the logo graphic equivalent to the C font size. C C C C Dashed line represents approved distance from logo. When Placed With Other Logos When the Conrac Solutions logo is used in conjunction with other logos, alternative copy logo should be used. The sponsor s logo should have an equal visual relationship to the Conrac Solutions logo unless signified otherwise. CORRECT visual relationship: INCORRECT visual relationship: Page 4

6 Conrac Solutions, LLC Usage Continued... Improper Usage Below are examples of prohibited practices. Do not modify current dimensions such as stretching or condensing. Do not alter the placement or scale of elements. Do not crop or cut the graphic. The full logo should be visible at all times. Do not replace existing typefaces or fonts. Do not rotate the wordmark. Do not modify any of the existing logo colors to other than what is specified in this document. Do not rearrange placement of the typeface within the logo. Do not add additional images or graphics to existing logo. Do not add colors to individual logo elements. Conrac Solutions Page 5

7 Graphic File Types Raster Image Composed of a grid of pixels and does not retain visual clarity when enlarged. Best for viewing on digital platforms such as computer screens, tablets, mobile etc..jpg - Acronym for: Joint Photographic Experts Group, creators of the standard Color infomation is lost every time the image is opened and resaved. Typically used for photographs and complex images..png - Acronym for: Portable Network Graphics Created as an alternative to the.gif (graphics interchange format) and supports background transparency. Typically used for detailed illustrations..psd - Adobe Photoshop file Layered working file that is editable in Adobe Photoshop. Supported in all Adobe design software. Vector Image Composed of mathematical paths. Image quality is not degraded when scaled. Best for print use..eps - Acronym for: Encapsulated Postscript file Supports background transparency and is generally used for logos and illustrations..ai - Adobe Illustrator file Layered working file that is editable in Adobe Illustrator. Supported in all Adobe design software. PDF - Acronym for: Portable Document Format File format that includes all elements of a printed document as an electronic image. General format used for transmitting documents electronically. Raster Vs. Vector Raster loses clarity when enlarged. Vector maintains clarity when enlarged. Page 6

8 Typography Typography is an essential part of the branding toolkit that adds visual meaning to what is being communicated. The following fonts should be utilized for the listed document purposes. Arial Used for: Headers/Subheads/Body Conrac Solutions Aa Aa Aa Aa Aa Aa Aa Aa Aa Black Bold Regular Narrow Bold Narrow Note: Past branded documents may have Source Sans Pro. All branded documentation moving forward should use Arial. Page 7

9 Color Color Models Beyond the logo graphic, the most recognizable part about our brand identity is color. Appropriate use of color reflects a consistent and unified visual brand narrative. CMYK Represents standard four ink colors used in color printing: cyan, yellow, magenta and key (black). Four color print processing utilizes combinations of these colors to create full-color printing visuals. RBG Acronym for red, green and blue. These colors are used by electronic devices employing light to create the spectrum of colors seen when viewing a computer monitor or television screen. RGB should be used when creating documents which will primarily be viewed on screen. Pantone An alternative standardized color reproduction system. A standard reproduction system allows different manufacturers in different locations to ensure an exact color match without direct contact with one another. Pantone also supports special print color production including fluorescent and metallic. Hex A six-digit number used in HTML, CSS, SVG and other computing applications such as Microsof Word, to represent colors. Conrac Solutions Color Palette Includes a primary and secondary palette with separate color groupings. Please use the following color values listed here, which have been adjusted for the best reproduction in print production and digital viewing. Primary Palette Secondary Palette Dark Blue Light Blue Gray Conrac Green Pfeffer Blue Page 8

10 Color Continued... Primary Palette Pantone 2266C C 71 M 0 Y 100 K 68 R 51 G 85 B 37 Hex Pantone 3302U C 97 M 16 Y 64 K 46 R 65 G 97 B 95 Hex 41615f Conrac Green Pfeffer Blue Secondary Palette No Pantone Match C 85 M 67 Y 52 K 46 R 37 G 57 B 70 Hex No Pantone Match C 79 M 27 Y 37 K 2 R 44 G 144 B 154 Hex 2C909A Dark Blue Light Blue Pantone 433U C 63 M 55 Y 50 K 24 R 92 G 92 B 96 Hex 5C5C60 Gray Page 9

11 Corporate Standards Business Cards All business cards must follow the designated template below. To order, please contact the Communications Manager. Signatures To ensure consistency across the organization, all signatures must follow the standardized template below. Once issued, it is responsibility of the employee to keep information up-to-date. The addition of graphics or verbiage is not advised. Please contact the Communications Manager with any questions. Apparel Conrac Solutions-sanctioned apparel may be ordered by contacting: Cassidy Davis, Communications Manager at or (206) Page 10