2: core graphic elements 2:1:1 logotype

Transcription

1 2:1:1 logotype The Ramirent logotype The core of a graphic profile is always the logotype. It is the signature of a company. Our logo is made up of the name Ramirent, written in specialy designed letters. It is not just typed letters, it is a word mark, tailor-made for Ramirent. A logotype is a unique entity and should never be changed or recreated. Where our logo can be placed Ramirent logotype is a sacred element of our brand. Having a good brand reputation is of key essence in building a sustainable business and long lasting customer relationships. This means that in every circumstance it is each of ours responsibility to guard how our logo is being used. We have separate guidelines on what activities we as a company would sponsor. But in addition we also have to be alert on where we advertise and on whose materials we print our logo. It is not allowed, without separate consent, to print our logo on other companies marketing materials. We should not print our logo or mix our symbol with any materials that advertise controversial issues or political engagements. Nor do we print our logo on alcohol, drugs or tobacco. Note: Rami is no longer part of the Ramirent company logotype. Instead he can be used as a mascot in a a manner that benefits our company. 1

2 2:1:2 logotype construction & freezone This illustration shows the construction grid as well as the required clear space around the Ramirent logotype. The minimum clear space around the logotype is 50% (1 X) of the height of the letters (= minimum area of yellow background on colour logo). The minimum clear space is in direct proportion to the size of the height of the letters in the logotype (R = ). Always maintain a minimum clear space/free zone around the logotype. This is important in order to provide maximum impact and protect the integrity of the logotype. Note: This is the minimum clear space; there is usually more free space around the logotype. The colour version of the logotype must always be positioned on a yellow background. The yellow box behind the logotype shows the minimum area of yellow; it can usually be larger. This yellow background is NOT a part of the logotype! Logotype files can be downloaded from brandportal.ramirent.com 2

3 2:1:3 LOGOTYPE + tagline Ramirent s tagline More than machines captures and embraces the soul of the Ramirent brand and culture. It should always be used as shown further on in this guide. The tagline is used together with the logotype, as shown to the right. The tagline can, of course, also be written/typed in headlines and bodycopy in the appropriate typefaces. Document/file names: LOGOTYPE + Tagline Ramirent_LogoTagl_PMS-C.eps Ramirent_LogoTagl_PMS-U.eps Ramirent_LogoTagl_CMYK.eps Ramirent_LogoTagl_BW.eps Ramirent_LogoTagl_RGB.eps Ramirent_LogoTagl_RGB.jpg Ramirent_LogoTagl_RGB.png Tagline files can be downloaded from brandportal.ramirent.com 3

4 2:1:4 logotype + tagline construction & freezone This illustration shows the construction grid as well as the required clear space around the Ramirent logotype and tagline. The minimum clear space around the logotype including the tagline is 1 X on all sides (= minimum area of yellow background on colour logo). The recommended positioning between the logotype and the tagline should always be followed. The minimum clear space is in direct proportion to the size of the height of the letters in the logotype (R = ). Always maintain a minimum clear space/free zone around these elements. Note: This is the minimum clear space; there is usually more free space around this logotype and taglinecombination. The colour version of the logotype with tagline must always be positioned on a yellow background. The yellow box shows the minimum area of yellow; it can usually be larger. This yellow background is NOT a part of the logotype! Logotype files can be downloaded from brandportal.ramirent.com 4

5 2:1:5 logotype/tagline variations The presented Ramirent logotype/ tagline alternatives are available in colour (PMS, CMYK & RGB) and in black (BW). Blue is the primary logotype colour. Use this version as much as possible. Note that a usage of separate PMScolours is always preferable. The black logotype versions should only be used whenever colour alternatives don t work. Logotype files can be downloaded from brandportal.ramirent.com The names of the digital document files are given to facilitate management. The logos are available as eps (PMS, CMYK, BW & RGB), jpg and png files (RGB). Document/file names: logotype Ramirent_Logo_PMS-C.eps Ramirent_Logo_PMS-U.eps Ramirent_Logo_CMYK.eps Ramirent_Logo_BW.eps Ramirent_Logo_RGB.eps Ramirent_Logo_RGB.jpg Ramirent_Logo_RGB.png logotype + tagline Ramirent_LogoTagl_PMS-C.eps Ramirent_LogoTagl_PMS-U.eps Ramirent_LogoTagl_CMYK.eps Ramirent_LogoTagl_BW.eps Ramirent_LogoTagl_RGB.eps Ramirent_LogoTagl_RGB.jpg Ramirent_LogoTagl_RGB.png Note: When printing, be sure to use the correct yellow colour-code according to the actual paper chosen, i.e., Coated or Uncoated. The EPS and PNG files have no predefined yellow background, but they include colour-codes for the Ramirent-yellow, as a help for adding the correct colour. (See also 2:2:1 Colours, and 2:7 Paper Choice). 5

6 2:1:6 logotype/tagline positioning The standalone logotype can be placed in any corner of a layout. The recommended distance to the corner or edge of a layout is (the height of the letters in the logotype), as shown here. The minimum distance to the edge/ trimline is always the same as the clear space of the actual logo/ element, but this can preferably be increased to double clear space. 6

7 2:1:7 logotype/tagline positioning The logotype + tagline is always placed in one of the right-hand corners. It can also be placed in the bottom center of a layout when necessary. 8 Wrong. The logo + tagline should never be placed in a left-hand corner. Note that the logotype + tagline never should be placed in one of the left-hand corners. 8 The recommended distance to the corner or edge of a layout is (the height of the letters in the logotype), as shown here. The minimum distance to the edge/ trimline is always the same as the clear space of the actual logo/ element, but this can preferably be increased to double clear space. 7

8 2:1:8 logotype/tagline minimum sizes To ensure good print reproduction, and to keep our profile strong and distinct, please observe the minimum reproduction size for the different Ramirent alternative logotypes. The minimum size of the logotypes should not underscore the allowed measurements shown here. Logotype Allowed minimum size of logotype (or logotype combination): minimum width of logotype 15 mm. 15 mm Logotype + tagline Allowed minimum size of this logotype combination: minimum width of logotype 25 mm. 25 mm 8