MER MEC S.p.A. // B R A N D G U I D E USE OF THE LOGO. version EN

Transcription

1 B R A N D G U I D E USE OF THE LOGO version EN

2 OUR LOGO Here it is again our logo. Our logo is the most visible element of our identity a universal signature across all Demand Media communications. It s a guarantee of quality that unites our diverse products and services. We use the same version in print, on screen, and on our products. It s simple. Easy to understand. No drop shadows, no glossy reflections, no flashy graphic effects. Symbol Logotype Our logo is a bold, simple, graphic statement. It signifies a rotation around the world. Logo The logo is made up of two elements: the symbol and the logotype. The only version of MERMEC logo is in horizontal extension. Vertical version is for specific applications only. Former logo While it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best. BRAND GUIDE // Use of the logo // page 2

3 LOGO CLEAR SPACE 100% To ensure that our signature versions are clearly visible in all applications, surround them with sufficient clear space free of type, graphics, and other elements that might cause visual clutter to maximize the recognition and impact of our identity. 50% To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected. When the logo is used, a clear space of 100% the symbol s height should be maintained. Note: the logotype typography has been carefully spaced, and should not be changed, or re-typed. All letters are vertically aligned. In special circumstances when a 100% clear zone isn t available or possible, use the second option of 50% clear space. 100% clear space BRAND GUIDE // Use of the logo // page 3

4 MINIMUM LOGO SIZE There are no predetermined sizes for the MERMEC logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility. There is no preset maximum size for the logo. 4 mm In print the minimum size is 4 mm height. OFFICIAL LOGO COLORS C 0 M 100 Y 75 K 20 C 0 M 0 Y 0 K 100 CMYK version The only colors to be used for the MERMEC logo are a Red variant and Black as shown here. R 204 G 0 B 13 Hex #CC0000 for web purposes R 0 G 0 B 0 Hex # for web purposes RGB version Pantone 1805 C Pantone Black C RAL 3020 for painings RAL 7011 for painings of gray walls BRAND GUIDE // Use of the logo // page 4

5 COLOR VERSIONS White background The color version should be used on a white background. The white version of the logo should be used on a black background (negative version). The MERMEC logo can t be modified or used with other elements. The reproduction of the logo should occur using only digital support. Copies reproduced from other sources should be avoided. Black background Black and white context BRAND GUIDE // Use of the logo // page 5

6 INCORRECT INTERPRETATIONS DON T create a logo lockup with text DON T rearrange the logo elements DON T change the proportions To maintain the integrity of the MERMEC logo, and to promote the consistency of the brand, it is important to use the logo as described in these guidelines. DON T stretch the logo DON T create a gradient logo DON T mix colors The examples shown here illustrate possible misuses of the MERMEC logo that should be avoided. DON T rotate the logo DON T use non-approved colors DON T outline the logo DON T add a drop shadow to the logo DON T add reflections or graphic filters DON'T use the logotype or the symbol alone DON'T rotate the symbol DON'T change the font DON'T insert borders BRAND GUIDE // Use of the logo // page 6

7 BACKGROUND COLORS Our logo may also be used on an image background with sufficient contrast. Use the color logo for use on light colored backgrounds, and an all-white version for dark backgrounds. When placing the logo onto imagery, please ensure that it is placed within an uncluttered image area to allow for maximum legibillity and visibility. BRAND GUIDE // Use of the logo // page 7

8 USE OVER BUSY IMAGES In case of coloured/busy backgrounds that don't allow sufficient contrast or affect the perception of the logo, it would be appropriate to insert a white rectangular area below the logo. The size of the rectangular area must be high 100% the symbol s height (see page 3). BRAND GUIDE // Use of the logo // page 8

9 TECNOGAMMA The basic version The Tecnogamma logo has been changed in accordance to the MERMEC logo rules and the same standards described in this guide must be applied to it. There are two versions: - the basic version, with only the logo - the version with the addition of the payoff The version with payoff BRAND GUIDE // Use of the logo // page 9

10 FORMER LOGOS The old logo 'MERMEC Group' should be replaced with the new logo everywhere, including the logos of other companies of the group MERMEC. Former logo Former logo Former logo (horizontal and vertical) Former logo (horizontal and vertical) Former logo (horizontal and vertical) Former logo (horizontal and vertical) Former logo (horizontal and vertical) Former logo (horizontal and vertical) Former logo (horizontal and vertical) Former logo (horizontal and vertical) Former logo (horizontal and vertical) BRAND GUIDE // Use of the logo // page 10

11 BUSINESS CARDS 7 mm The business cards must have the MERMEC logo (only this logo) and the information about the person and the company where the person works. Examples of company-related data: MER MEC S.p.A. Via Oberdan, Monopoli (BA), ITALY Ph Fax MERMEC Inc 110 Queen Parkway, West Columbia, SC 29169, USA Ph Fax MERMEC UK Ltd 35a Brunel Parkway, Pride Park Derby, Derbyshire DE24 8HR, UK Ph. +44 (0) Fax +44 (0) mm 6 mm 12 mm 7 mm 85 mm 55 mm Size: 85 x 55 mm Paper: Arcoprint Extra White 300 gr/mq Name Surname (eg. Mario Rossi) - font: Kozuka Gothic Std M - size: 8 pts - interline: 100% - color: CMYK (0,0,0,100) or PMS Black C - left alignment (logotype margin). Job Title, Unit/department name (eg. Marketing Director) - font: Kozuka Gothic Std L - size: 6,5 pts - interline: 100% - color: CMYK (0,0,0,100) or PMS Black C - left alignment (logotype margin). Company data - font: Kozuka Gothic Std L - size: 6,5 pts - interline: 100% - color: CMYK (0,0,0,100) or PMS Black C - left alignment (logotype margin). BRAND GUIDE // Use of the logo // page 11

12 If you ve just read these guidelines, you have our appreciation. It means you share our belief in details and quality. We know applying these principles takes time and effort, but the stories we tell in all our MERMEC communications will be stronger for it. If you ever have additional questions about our visual identity and its application in design, don t hesitate to contact marketing@mermecgroup.com Thank you