BRAND GUIDELINES. For questions or clarifications to any of these branding standards, please contact: August 2016

Transcription

1 For questions or clarifications to any of these branding standards, please contact: Marketing 618 Highway 74 S Peachtree City, GA marketingrequest@hoshizaki.com August 2016 BRAND GUIDELINES This a summary of: HOSHIZAKI S CORPORATE IDENTITY DESIGN GUIDELINES (CID)

2 Primary Logos The Corporate Brand to be used on HOSHIZAKI products, packaging, sales literature, exhibitions, websites, and other promotional activities shall be the five-star PENGUIN MARK and the HOSHIZAKI LOGO. To maintain consistency, a few simple guidelines should always be followed: WHAT TO DO PENGUIN MARKS The corporate brand is the left-facing penguin mark (see Logo Placement) COLOR GREY LOGO Black (BL100%) LOGO Cyan (C100%) LOGO White (BL0%) PRIMARY LOGO The colors shall be limited to: 1. These logos shall replace the HOSHIZAKI AMERICA LOGO and PENGUIN MARKS on the following: Product Labels, Packaging & Manuals Sales Literature, Presentations & Promotional Items* Dealer/Distributor Showrooms, Websites, Signs & Banners, Tradeshows* Corporate Websites, Dealer/Distributor Websites, Partner Websites 2. When printed in color, the blue color in our logo shall be 100% Cyan (See Logo Color). The black shall be 100% Black (BL100%). 3. Maintain legibility when reversing the logo out of colored, patterned or photographic backgrounds (See Logo Color). BLACK & WHITE WHITE In cases where the background color is darker than 50%, only use only the White or Cyan colored LOGO. Shadowing Drop shadows shall only be used sparingly and only to enhance branding visibility. No drop shadow is preferred. Color drop shadowing is prohibited. Use the following acceptable drop shadows examples as references when considering applying shadowing: * An approved Logo Usage Application is required, if not using a provided template. More Info: marketingrequest@hoshizaki.com 2

3 Logo Color The specified color used in the LOGO and PENGUIN MARKS shall be: Standard Color: Process Color Cyan C100% (PMS) Approximate Colors: PANTONE 299 C RGB R:0 G:160 B:233 Web Color #00A0E9 BACKGROUNDS LIGHTER THAN 40% (Show Black Border Ring) COLOR GREY BACKGROUNDS DARKER THAN 50% (No Black Border Ring) WHAT TO DO 1. Use the provided Adobe Illustrator (.ai) or (.eps) files. Request these files from marketingrequest@hoshizaki.com 2. Alteration of the provided Adobe Illustrator or other graphic files is prohibited. BLACK & WHITE 3. In cases where the background color is darker than 50%, no border line is displayed on the outside of the PENGUIN MARK. BACKGROUNDS LIGHTER THAN 40% Black Logo Only (See CID for White Logo) BACKGROUNDS DARKER THAN 50% 4. The HOSHIZAKI LOGO can only be BL100%, C100% or BL0% - choose the correct color per your background. Black (BL100%) Cyan (C100%) Cyan (C100%) White (BL0%) 3

4 Logo Size These are the rules pertaining to the size when using the PENGUIN MARK: 1. Never reproduce the logo at a height smaller than: Print: ½ inch (13 mm) Web: 50 pixels 2. There is no maximum size limit, but use discretion when sizing the logo. ½ inch (13 mm) Clear Space Maintain sufficient open space around the logo for legibility and prominence: 1. We need to ensure that clear space is maintained around the logo. That way, it s legible and has room to breeth. 2. Use the capital I as a measuring tool for proper clearance. 3. Use the illustration below as a guide for placing the LOGO or PENGUIN MARK in a layout with enough open space: Border & Line Thickness Size 1. Use the provided Adobe Illustrator (.ai) or (.eps) files. Request these files from marketingrequest@hoshizaki.com 2. Alteration of the provided Adobe Illustrator or other graphic files is prohibited. 4

5 Logo Orientation When the PENGUIN MARK and the LOGO are placed together: 1. Horizontally Inline: The PENGUIN MARK is always place in front of the LOGO with the Penguin facing right. Logo Orientation & Layout When the PENGUIN MARK is used by itself, the direction it faces depends on its placement on the page: 2. Vertically Inline: The PENGUIN MARK is always place on top of the LOGO with the Penguin facing left. 3. Never position the PENGUIN MARK after or under the LOGO. 4. Combining the PENGUIN MARK or LOGO with other design elements is prohibited. 5. Combining the PENGUIN MARK with a GROUP LOGO or name is prohibited (Pg 26 of CID). WHAT TO DO A. When placed in the CENTER of the page/design the: PENGUIN MARK faces LEFT A. When placed to the RIGHT of the center of the page/design the: PENGUIN MARK faces LEFT B. When placed to the LEFT of the center of the page/design the: PENGUIN MARK faces RIGHT ** For outdoor/building signs, refer to the CID rules pertaining to signs. ** 5

6 AISLE AISLE CORPORATE LOGO Tradeshows & Events When the PENGUIN MARK is used by itself at a tradeshow or event, the direction it faces depends on its placement within the booth. PLAN VIEW (Top) WHAT TO DO 1. When placed in the CENTER of the booth the: PENGUIN MARK faces LEFT 2. When placed to the RIGHT of the center of the booth the: PENGUIN MARK faces LEFT AISLE 3. When placed to the LEFT of the center of the booth the: PENGUIN MARK faces RIGHT ELEVATION VIEW (Side) BOOTH SPACE AISLE USE OF GROUP PENGUIN MARK & LOGOS Use of the Hoshizaki America, Inc. PENGUIN MARK and LOGOS shall be limited to: 1. Hoshizaki America, Inc. Company Signs, Vehicles, and Business Cards 2. Company Presentations (internal) and Job Offers 3. Invoices, s, and other Hoshizaki America, Inc. specific business transactions Same orientation, positioning, color, size, and prohibited rules apply to these GROUP LOGOS: LOGO(S) PENGUIN MARK ** For outdoor/building signs, refer to the CID rules pertaining to signs. ** 6

7 Prohibited Incorrect usage harms the brand image and brand value. Specific examples of incorrect usage are shown below: 1. NEVER alter the shape (No stretching, splitting, or slanting): 2. NEVER change the color (See Logo Color): 3. NEVER alter the design (gradients, dimensions, outlines, colored drop shadows): 4. NEVER position the penguin mark after or under the logo: 5. NEVER combine with other design elements: 6. NEVER combine group name with five-star PENGUIN MARK or LOGO (See Logo Orientation): FAQ 1. Why are you changing the logo? What do the five-stars stand for? -The penguin, specifically the Adelie penguin, has been the corporate logo since In order to create a more globally recognizable brand, the HOSHIZAKI CORPORATION, has created the five star PENGUIN MARK to be used on all products produced by the Hoshizaki Group. This new logo incorporates the white ring around the eye found only on the Adelie penguin. The five stars represent the five continents and 5 star quality. 2. Can we continue to use the HOSHIZAKI AMERICA or ICE MAKER PENGUIN MARK on our website? - NO. All websites, sales literature, and Point of Sale (POS) material need to use the five-star PENGUIN MARK. 3. Do we need to get permission (fill out Logo Usage Application) each time we use the five-star PENGUIN MARK? - YES. Unless given express permission from Marketing or you are using an approved template provided by Marketing (marketingrequest@hoshizaki.com). 4. The GROUP NAME LOGO is too long to fit on, can I split the LOGO to fit? - NO. Not without prior permission from HOSHIZAKI CORPORATE (Ask marketingrequest@hoshizaki.com). Do you have any further questions? marketingrequest@hoshizaki.com 7

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