brand guidelines march 2013

Transcription

1 brand guidelines march

2 about these guidelines This document focuses specifically on the guidelines for using the Acal BFi logo. It covers practical details like how to choose the correct logo for different applications, including guidance on our corporate colour palette and recommended type styles for creating content. We have kept the guidelines as simple and brief as possible, however if you require further guidance please contact us using the details below. more information If you have any questions relating to this document, or the implimentation of the guidelines please contact: Sue Milne Head of Customer Experience Acal BFi UK Ltd 3 The Business Centre, Molly Millars Lane, Wokingham, Berks. RG41 2EY t: +44 (0) m: +44 (0) e: sue.milne@acalbfi.com brand guidelines march

3 logo Our logo has been developed in line with the Acal Plc brand and visual identity. We must apply the identity consistently on marketing material, websites, stationery, advertising and on any other forms of communication. These guidelines have been developed to help ensure the consistent application of our identity and to assist brand integrity. logotype The logotype is designed, in most cases, to appear as shown on a white background but in instances where this is not possible, the following guidelines should be used. Primary logo Secondary logo The secondary logo should only be used for tall thin adverts or banners, in order to ensure legibility of the strapline. Tertiary logo The tertiary logo should only be used when the strapline cannot be accommodated due to size contraints of the design media. brand guidelines march

4 use of colour If possible the logo should be printed in our dark and light blue and appear on a white background. Certain design and printing specifications may require the logo to appear in a single colour or on a coloured background. If this is the case then the appropriate variation shown below must be used. Preferred option dark blue and light blue on a white background Black on white or white out of black when used in single colour applications use only white on the dark blue, black or other dark coloured background use only black when printed on light coloured backgrounds brand guidelines march

5 do nots... The artwork must not be altered in any way demonstrated below. The logotype must always stand alone and never be used in text. European leader in photonic solutions do not produce additional versions do not change the colour or weight of the vertical line the logotype must only produced in the colour variations specified on a coloured background the logotype must appear either all white or all black do not change the proportions of any part of the logotype do not stretch or condense the logotype brand guidelines march

6 position and size exclusion zone This is the clear area around the logo in which nothing else should appear. It helps to ensure clarity and improve the impact of the logo. This clear space () is proportional and is defined as the height of the L in the logo. position Wherever possible the logo should be positioned in the top left corner of the page, the distance from the top and side edges of the page should be the same and at least the size of the exclusion zone. minimum size To ensure clarity and impact the logo should not appear any smaller than it is shown here. 12mm brand guidelines march

7 position and size recommended size on A4 To ensure consistency throughout all printed material the recommended size when printed on A4 sized material in 15mm. 15mm brand guidelines march

8 colours Our logotype consists of three colours: dark blue and light blue, and a tint of grey. These colours may be used on other graphic devices such as headings, bullet points and in graphs. dark blue Pantone 541 C C 100, M 75, Y 33, K 22 R 0, G 62, B 116 Web 00 3e 74 light blue Pantone Process Cyan C C 99, M 14, Y 3, K 0 R 0, G 157, B 219 Web 00 9d db Grey Pantone Process Black C (90% tint) C 0, M 0, Y 0, K 90 R 63, G 63, B 64 Web 3F 3F 40 brand guidelines march

9 typefaces As with all other elements of our visual identity the fonts we use are important in ensuring that we present a unified and consistent image. For printed items such as stationery, advertising and marketing communication we recommend the use of the Myriad font family. For letters, powerpoint presentations and the web Arial may be used as an alternative. Myriad ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz Arial brand guidelines march

10 Acal BFi UK Limited (Wokingham) 3 The Business Centre Molly Millars Lane, Wokingham Berkshire, RG41 2EY, UK Tel: +44 (0) Fax: +44 (0) sales-uk@acalbfi.co.uk