BRAND GUIDELINES January 2017 leanconstruction.org

Transcription

1 BRAND GUIDELINES January 2017 leanconstruction.org

2 The Lean Construction Institute (LCI) is a non-profit organization, founded in The Institute operates as a catalyst to transform the industry through Lean project delivery using an operating system centered on a common language, fundamental principles, and basic practices. CONTENTS PAGE 2 3 WHO WE ARE 4 BRAND ATTRIBUTES 5 LANGUAGE USAGE 6 LOGO: HORIZONTAL 7 LOGO: STACKED 8 SYMBOL 9 LOGO SPACING AND SIZING 10 LOGO USAGE 11 COLOR PALETTE 12 PRIMARY & ALTERNATIVE TYPEFACES 13 PRESENTATION STYLE GUIDE 14 ICON STYLE

3 LCI VISION Transform the built environment through Lean implementation GOAL Increase stakeholder satisfaction and project delivery value OUR OBJECTIVES Demand Create demand for Lean Knowledge Develop and deliver standard building blocks for Lean Value Establish standard metrics for value and satisfaction Capacity Create your capacity for learning and sharing better practices WHO WE ARE PAGE 3

4 BRAND ATTRIBUTES Credible Transformational Collaborative Proactive BRAND ATTRIBUTES PAGE 4

5 LANGUAGE USE Lean should always be capitalized Lean Construction Institute, LCI or Lean (for short) Never use all caps to spell out Lean Construction Institute or Lean LANGUAGE USE PAGE 5

6 LOGO: HORIZONTAL VERSION PAGE 6 The Lean Construction Institute has one logo with two format variations; horizontal and stacked versions. This is the horizontal version. Use one of the two logos to act as a signature on all communication materials. The logo is crucial to our message and recognition of the logo is vital to the strength of the brand. The logo is a combination mark and it should appear as a full unit (symbol and words together) at all times. The words should never appear alone, however, the symbol may appear by itself when necessary, see page 8. The column on the left shows the logo in its complete form. The column on the right shows how the logo should appear only if the logo needs to be engraved or needs to be reproduced using one color. The logos in the right column should be used in special circumstances only. Always use the official art to reproduce the logo and never alter it any way. The logo is the foundation of our brand s identity. Refer to page 9 to learn about the logo s buffer zone.

7 LOGO: STACKED VERSION PAGE 7 This is the Lean Construction Institute s stacked logo. For more information on our logos and how to use them correctly, see page 6. Refer to page 9 to learn about the logo s buffer zone.

8 SYMBOL PAGE 8 The Lean Construction Institute s symbol is taken directly from the logo. The symbol represents the industry with its constructive elements and strong angles. The letters LCI are represented in the structure, which makes the symbol memorable and able to stand alone. The symbol is not used often and only when the logo is not needed to represent LCI. For example, the symbol can be used for social media profile images or event badges.

9 Symbol Height Symbol Height LOGO SPACING AND SIZING PAGE 9 Spacing. To maximize the logo s presence on a printed document or website, honor the buffer zone (gray area above), which is based on the height of the full symbol. Do not place any other elements within this buffer zone. It is important to recognize this zone at all times. Utilizing this clearance space will ensure that the logo s visual impact is never compromised and the integrity of the logo is always protected. Sizing. The logo should be sized appropriately to fit the design needs of each branded piece that is created. The tagline should be easily readable on all designed materials. Follow these general rules for sizing. 8.5" x 11" printed materials: Logo width is no less 4" across Website: Logo width is no less than 2.5" or 240 pixels across Powerpoint Presentations: Widescreen format. Logo width is no less 4.5" across Standard format. Logo width is no less 3.5" across

10 EXAMPLES OF INCORRECT LOGO USAGE LOGO USAGE PAGE 10 It is imperative to keep the integrity of the logo intact at all times. The following list includes examples of how not to use the logo. This list is limited and when usage is in question, reference this page. Examples of incorrect logo usage are shown above. Usage Don ts: 1. Do not change orientation 2. Do not add effects 3. Do not stretch or shrink in any direction 4. Do not outline 5. Do not change the color 6. Do not delete any part of the logo 7. Do not place shapes behind the logo 8. Do not use a gradient

11 PRIMARY ACCENT CMYK: 87/71/13/1 RGB: 58/90/152 Hex: 3a5997 WHITE BLACK CMYK: 53/84/0/0 RGB: 143/68/173 HEX: 8f44ad CMYK: 7/93/99/1 RGB: 223/53/39 HEX: df3527 CMYK: 71/28/0/0 RGB: 53/152/220 HEX: 3598dc CMYK: 73/0/51/0 RGB: 27/188/157 HEX: 1bbc9d SUPPORTING CMYK: 23/17/13/41 RGB: 129/132/138 HEX: 80838a CMYK: 8/5/6/13 RGB: 204/206/207 HEX: cccece CMYK: 32/27/30/8 RGB: 164/161/157 HEX: a4a19d CMYK: 15/3/0/0 RGB: 212/231/247 HEX: d4e7f7 COLOR PALETTE PAGE 11 The Lean Construction Institute s color palette is represented above. The primary color palette (left column) consists of the main blue color from the logo, along with white and black to support. including print and web. Use only the colors specified in the brand s identity package. Do not alter or screen colors. The accent and supporting colors can be used in addition to the primary color palette in communication materials,

12 Function Regular, Bold Palatino Regular, Italic, Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz PRIMARY & ALTERNATIVE TYPEFACES PAGE 12 The Lean Construction Institute s typography includes Function and Palatino typefaces. Using two different, unique typefaces makes the brand appear more professional and reinforces the set look and feel. Function is used for titles and headings, while Palatino is used for content. The specified fonts in each family are represented above. Always use our brand fonts. If our brand fonts are not available, use our specified alternative fonts as a close substitute. Do not use any other fonts. Alternative Fonts Futura Replaces Function; to be used for titles and headings Garamond Replaces Palatino; to be used for content Presentation Fonts If you do not have access to the fonts listed above, use Arial as a default typeface for all Powerpoint presentations. Arial font is commonly used for presentations, as it is compatible on both Mac and PC, and is easily readable from far distances.

13 PRESENTATION STYLE GUIDE Make sure guides are turned on. Click View on top ribbon, then select guides. Use the provided template layouts. All fonts should be Arial, minimum size is 28, and font color is black for readability purposes. Colors should follow our branding guidelines, see page 11. Spell out acronyms the first time they are used in the presentation. Provide a glossary of acronyms from the presentation as back-up. PRESENTATION STYLE GUIDE PAGE 13 When creating a presentation for LCI, it is important to follow the guidelines above to ensure brand consistency. See page 12 regarding presentation fonts.

14 ICON STYLE PAGE 14 The Lean Construction Institute s icon style is referred to as a flat design. This style is clean and concise a reflection of our brand values. This is a deliberate choice and must be honored at all times. Shown above are two correct samples of how the icons can be displayed. In the first option, the icons are white with a solid color background. The background colors are selected from the brand s accent palette. The second option is shown with a solid gray icon in the center of a circle. The circle is white or transparent, depending on the background of which it will appear, and is outlined with a 1pt stroke. The outlined stroke may vary slightly depending on the design needs. The vision for the outlined circle icon is to show a distinct difference in the visual weight the icon carries versus the stroke. The color of the stroke can be determined by the set brand palette. Do not use multiple colors in the same icon. For example, do not use blue and green to create an icon and then place an orange circle behind it. Furthermore, it is recommended to limit the color of the background or stroke to one brand color in consolidated designs.

15 FOR QUESTIONS OR INQUIRIES: The Lean Construction Institute 1400 North 14th Street, 12th Floor Arlington, VA T: leanconstruction.org