Brand Identity Manual

Transcription

1 Brand Identity Manual Changing the economics of desalination.

2 Table of Contents Introduction 1 Signature Lock-up 2 Logo Configuration 3 Color of Logo 4 Black and White 5 Don t Do This 6 Minimum Sizing 7 HBA Jpgs 8 Apparel 9 Tag LIne 10 Typography Recommendation 11 Stationery, Business Cards 12 Signage 13

3 Introduction Originally formed as Hank Blatnik & Associates, HBA was formed in the 1980s as masonry contractors in Anaheim, CA. Although the firm and the industry has evolved over the years, we have remained true to our motto of building with passion, integrity, expertise, quality, value and above all relationships. The HBA brand identity is the sum total of every touch point that a prospect or customer encounters. It is the way we answer the phone. It is the way we show respect and courtesy with everyone we come across. And it is also the visual appearance of our signage, business cards, website, trucks and promotional materials. This manual has been prepared to enable everyone to present our visual identity with a high degree of professional consistency. As one of the longest standing contractors in the Orange County area, HBA has a great opportunity to extend our fine reputation with our deep bench of talent, growth initiatives and operational excellence, we can take service to a whole new level in the concrete construction category. In order to achieve the professional consistency throughout all of our communications, we ask that you comply with the guidelines provided here. If you find yourself faced with a graphic or communications challenge that has not been addressed, please share your challenge with our corporate office at We will not only help you solve it, we will incorporate the solution into future editions of the Brand Manual. Gerry Pyle President 1

4 Signature Lock Up HBA Symbol PMS 485 c HBA Red PMS 485 c Incorporated Gray PMS 425 c Symbol & HBA Incorporated Red Gray PMS 485 c PMS 425 c Horizontal Logo Lockup The unique three letter block, the letters HBA in red and the word incorporated beneath for the signature Lock Up. These three elements form the core brand identity and should be broken up or changed from how they are presented above. For many applications, this horizontal configuration fits the need to convey the HBA brand. Vertical Symbol Dominant Logo Lockup For some situations, the vertical symbol dominant configuration shown above right is preferred. The relationship between the words and symbol should remain unaltered. Symbol Alone + Horizontal Logo Lockup When it is desired to use the three letter block symbol alone, it should be accompanied by the entire Horizontal Logo Lockup in another place on the page or object. The effect will be best if the two identity elements are deliberately separated by a generous amount of space. Examples would be a baseball cap or coffee mug where the symbol appears on the front and the horizontal logo lockup appears on the back. See page 9 of this manual for example. 2

5 Logo Configuration X X = height of HBA Symbol 1/4x 1/4x 1/4x 1/4x 1/4x 1/4x 1/4x 1/4x Clear space protects the HBA logo from competing graphic elements such as text, photography or back-ground patterns that may affect its impact and legibility. Always make sure that clear space requirements are observed. Acceptable clear space on all sides of the logo is equal to 1/4 the height of the symbol. Color Considerations The HBA horizontal logo should always be used on solid color backgrounds and never over a patterned background or photograph. The vertical logo configuration is designed to be used in all environments. When two colors are not possible, use the logo in all PMS 425 c or in all black. Note: When this guide is printed on an inkjet or color laser printer, the colors may not be accurate. Please refer to a PMS reference guide or color swatch when checking the final color. 3

6 Color of Logo For print PMS 485 c For print PMS 425 c CMYK C5 M100 Y100 K0 CMYK C65 M56 Y53 K29 RGB (Web) R204 G51 B50 # cc3332 RGB (Web) R84 G87 B90 #54575a 4

7 Black and White When reproducing the HBA logo in black and white, the logo should always appear as a 100% black logo or a 100% white logo. It is recommended that the black versions of the HBA logo be used when the background is lighter than 50% black. When the background is darker than 50% black, the white HBA logo should be used. Black on White Black on 30% Black White on 50% Black White on 100% Black 5

8 Don t Do This Never manipulate the HBA mark in any way. Never stretch or pull the logo. It must only be reproduced according to the approved position shown in this guide. Never switch the color of the HBA logo. The HBA horizontal logo should always be used on solid color backgrounds and never over a patterned background or photograph. Note: These pages are not an exhaustive list. When in doubt, use a recommended treatment. 6

9 Minimum Sizing The HBA logo must not be reproduced smaller than 3/4 inch in width this is the minimum size. 3/4 Minimum Size for Vertical Logo 3/4 Minimum Size for Horizontal Logo 7

10 HBA Jpgs 20 tall 10 tall 5 tall 2.5 tall 20 long 10 long 5 long 2.5 long 8

11 Apparel Team members wear a white, black or gray polo shirt sleeve shirt with black or dark grey trousers. The HBA lock-up is to be sewn on the left shirt breast. T shirts may be branded on the front with the full lock up. If branded on the back, use the symbol only with the full horizontal lock-up over the left breast. If pocket placement conflicts, please the horizontal logo lock-up over the right breast. Baseball Hat 9

12 Tag Line INTEGRITY REINFORCED Integrity Reinforced is a trademark of HBA Incorporated. This aspirational tagline was selected because it speaks to what we do and how we do it in a succinct way. We conduct ourselves with integrity at all times. Additonal Tag Lines: CONSTRUCTED WITH PASSION FOUNDED WITH EXPERTISE QUALITY WITHOUT EXCEPTION UNSURPASSED VALUE BUILT ON RELATIONSHIPS Note: These lines should be used in the opening of presentations, advertising and other communications that will also carry the corporate name. 10

13 Typography Recommendation To keep consistency in written and printed materials, it is highly recommended that the following typefaces be used when representing HBA. Myriad Pro Bold Use for headlines and titles only. Myriad Pro Regular Use for subheads and body copy. Web use only Myriad Pro Bold Use for headlines and titles only. Myriad Pro Regular Use for subheads and body copy. 11

14 Stationary, Business Cards 512 E. Vermont Avenue Anaheim, CA E. Vermont Avenue Anaheim, CA Kristi Pruter Title phone: fax: cell: mailing address: office address: 512 E. Vermont Avenue 512 E. Vermont Avenue Anaheim, CA Anaheim, CA CA Contractors License: A, B, C-8, C-21, C-29, C-36, C-51 HBA builds with passion, integrity and experties to achieve quality, value and relationships. CA Contractors License: A, B, C-8, C-21, C-29, C-36, C E. Vermont Avenue Anaheim, CA phone: fax: phone: fax: mailing address: 512 E. Vermont Avenue Anaheim, CA Kristi Pruter Title cell: office address: 512 E. Vermont Avenue Anaheim, CA CA Contractors License: A, B, C-8, C-21, C-29, C-36, C-51 Actual Size 12

15 Signage Lic. # CA