Brand Standards V1 For Internal Use Newcastle Systems Brand Standards 1
Logo In order to ensure that the logo appears consistent in all mediums do not alter it in any way. This includes stretching, changing the colors, reworking any of the elements and adding any effects to the logo and logo mark. Logo Minimum clear space is the smallest distance allowed between the logo and the edge of a page, image, or body copy. Maintaining it at all times ensures prominence and legibility. Clear space should be approximately equivalent to the width of the N from inside the logo mark. Minimum Clear Space Logo Mark Newcastle Systems Brand Standards 2
Color Palette Green Pantone 362 C CMYK 75 5 100 0 RGB 98 189 84 Hex 64b64a Orange Pantone 144 C CMYK 0 50 100 0 RGB 247 148 29 Hex f3912c Teal Pantone 637 C CMYK 64 18 20 0 RGB 94 169 189 Hex 5aa9bf Light Gray Pantone 441 C CMYK 12 10 11 0 RGB 218 218 218 Hex dadada Dark Gray Pantone 446 C CMYK 67 61 59 45 RGB 66 66 66 Hex 424242 Newcastle Systems Brand Standards 3
Typography The primary typeface should be the first choice for typography in any application. In instances when a system, program or vendor cannot use the primary font the secondary font should be used accordingly. Other font weights such as bold (to call attention) or light (to soften copy) can be used to create varying levels of hierarchy. Primary Typeface Gotham - Book Aa Bb Cc Dd Ed Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 Alternate Typeface Arial - Regular Aa Bb Cc Dd Ed Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 0 1 2 3 4 5 6 7 8 9 Newcastle Systems Brand Standards 4
Photography Overall photography for Newcastle Systems should: Have a clear focal point such as an employee, workstation or even a section of a warehouse There should be a generous amount of white space or breathing room around the subject to reinforce it s focus A green circle can also be superimposed around the subject to reinforce its focus The lighting should be bright and lively The colors of some aspects of the photo can be altered to reflect the Newcastle color palette. For example, the metal shelves have been altered to appear orange and green in the image to the lower right Newcastle Systems Brand Standards 5
Icons Warehousing /Distribution Retail Automotive Aerospace Medical Devices Consumer Goods Newcastle Systems Brand Standards 6
Illustrations When trying to articulate a complex idea sometimes an illustration is the best approach. The structure of Newcastle System s illustrations should be composed of simple shapes and lines. Overall, the elements within the illustration should be clean and well organized to reflect the Newcastle brand. There should be an effort to only include what is necessary to get the message across to the audience in the simplest form. Keep all line weights the same within a single composition to give the scene a balanced look. RECEIVING DOCK Without Mobile Power OFFICE With Mobile Power zero waste Newcastle Systems Brand Standards 7
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NEW! Moodboard When in doubt always refer back to the Newcastle System s moodboard to ensure that your graphics are in line with the brand. A Warehouse Game Changer #ff6114 NB Series Mid-RangeUnit 2 1 AVAILABLE WITH Lithium Power System! Doing Good, Better. Mobile Powered Workstations help to 3 speed the distribution process of the world's largest humanitarian medical aid company. PRODUCT OVERVIEW The NEW Atlas Series The power to dimension ANYWHERE you need it LEARN MORE Mobile Workplace And Portable Power Systems APPLICATION OVERVIEW The Process Driven Warehouse COMPANY OVERVIEW A Warehouse Game Changer Newcastle Systems Brand Standards 9
2018 Newcastle Systems, Inc. Newcastle Systems Brand Standards 10