Corporate Identity & Branding Program

Transcription

1 2009 Corporate Identity & Branding Program

2 Contents Corporate Identity 3 Brand Families Overview 4 The Design Stories 5 The Cobra Brand 6 Color Palette 8 Typography 9

3 3 Corporate Identity Cold Cut Systems is an innovative Swedish company, developing, manufacturing and selling jet cutting systems to customers on a global basis. the core technology common for all units is jet cutting a cold abrasive water jet cutting method. The product is patented. The secret is the method of applying the abrasive cutting technology in fire fighting and rescue. Applications for the technoogy can be found in many areas. Most reknown is the Safer Fire Fighting application, where a fire can be fought from the outside. The water jet can quickly cut through walls and produce a cooling fog on the inside, suffocating contained fires. This application is marketed under the Cobra brand, see separate section. Another application is tapping tanks of explosive gas for instance, where the use of a spark generating cutting technology would be disasterous. Company Trade Name Cold Cut Systems AB Short Name Cold Cut Primary Corporate Domain Name coldcutsystems.com notice This manual is oriented towards presenting underlying choices for various designs. It is important that the logos are used correctly. image Cold Cut Systems logo, the corporate identity

4 4 Brand Families Overview The hierarchy of the trademark and its relation to the corporate identity and the branding programs. The Trademark Cold Cut shall be registered as a word mark.also, the actual design may be registered as a picture mark. image The registered trademark. It is wise to use the symbol and not the unless it is a valid registered trademark in the usa. The Corporate Identity»Cold Cut Systems«is the correct way to write the lettermark, that is the name written in copy as plain text. The company logo is a pure logotype. image The company logo, a pure logotype The Brand Families Cold Cut Systems markets various products to various markets, segments and niches even though it may in fact be the same components. However, this verticalization is likely to become more important and frequent. image The Cobra brand logo, that is logotype plus symbol image The Cold Tap brand logo image The Pipe Cutter brand logo

5 5 The Design Stories Before diving into the details of the manual a few definitions as well as pieces of background information needs to be presented. Corporate Identity & Brands When we talk about corporate identity we talk about the company. When we talk about brands and brand families we talk about units, When marketing, communication and sales arguments differ, the need for a separate brand is required. Logos, logotypes & symbols A logo may be a logotype, a symbol or a combination of both. In this manual we refer to logo as an entity as such, see illustrations to the right. Short Stories The Cold Cut logo is a custom design with a clean and timeless minimalistic look. It s horizontal to signal weight and an image of a solid company. The jet cutting technology is represented by the 6 cuts of the letterforms in the trademark. The two most obvious are of course the cut c s. The geometrically constructed lettershapes reflects engineering, innovation and precision signifying the company. The neutral gray and cold radiating blue naturally represents the cold water. Blue also represents many other appropriate values. image logo = logotype = trademark = registered trademark image logo = logotype image logo = logotype + symbol Any company selling industrial technical products to industrial customers knows that the relationship is important. A more gentle and human font is used as add-ons to the trademark. This creates a contrast and a balance, man and machine. A heavy gray indicates what s in focus. The Cobra symbol is a shield, a universal symbol for protection and safety.

6 6 The Cobra Brand The Cobra brand consists of a collection of a total of seven logos; one symbol, one logotype and five combinations. the cobra brand is designed to be able to successfully be used in a wide variety of applications. Examples: as product brand, brochures, web site, badges, vehicles and many more. Typically the symbol is used together with the logotype but not closely together. However, in case they need to be used together four different designs, logos, are available. image The Cobra symbol image The Cobra logotype Together with other Cold Cut logotyes or when ever vertical space is limited, the logo with the symbol aligned to the right should be used. Logos for vehicles has a specific design discipline, but most importantly, logos on vehicles need to have a direction to work. Accordingly, one right and one left logo exists. One should be used on one side and the other on the other side of the vehicle. This is also likely to be the case on the actual product, the Cobra lance. image The standing Cobra logo image The left and right Cobra logos image The centered Cobra logo Safer Fire Fighting Saving Time Saving Cost image The centered Cobra logo with payoff

7 7 Backgrounds The preferred background color that should be used whenever possible is white for the logotype and logos. It is important that the logo is used in line with the profile colours gray, blue black and white. In case the logotype need to be placed on a colored background either the positive or negative version should be used. If possible white, Cold Cut Blue (see color palette section) or black are preferrable background colors and in that order. White is best. Minimum Free Space Every logo and logotype requires to be surrounded by a minimum free space that never should be comprimised. This should always be kept clear from other design elements. The left and right margin is proportional to the width of two a lying down. Bottom and top margin is a height. image Minimum free white space to surround logos and logotypes.

8 8 Color Palette Colors are super important for positioning any company or product. A radiant Cold Cut Blue is the primary color. It s used together with black, white and different shades of gray. One accent color is also available, a bright lucent orange. Primary colors Cold Cut Blue Cold Cut Light Gray Cold Cut Gray Cold Cut Dark Gray Black r 130 g 166 b 227 r 184 g 184 b 184 r 128 g 128 b 128 r 64 g 64 b 64 r 0 g 0 b 0 html #82a6e3 html #b8b8b8 html # html # html # c 59 m 17 y 0 k 0 pantone 284 c allowed tint 50% c 13 m 9 y 11 k 26 pms 5 c c 23 m 17 y 13 k 46 pms cool gray 8c c 55 m 40 y 29 k 73 pms cool gray 11c black text c 0 m 0 y 0 k 100 deep black c 40 m 28 y 25 k 100 Accent color Tints And Gradients For Web Use Cold Cut Orange r 255 g 109 b 34 html #ff6d22 c 0 m 73 y 99 k 0 pantone 1585 c allowed tint 70% Cold Cut Blue Cold Cut Blue 50% tint Cold Cut Orange Cold Cut Orange 70% tint

9 9 Typography Typefaces abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ InfoDispBold-Roman InfoDispBold-Roman is used as Display, featuring its rounded shapes. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Neue LT Std 85 Heavy Helvetica Neue is related to Helvetica but is slightly more playful. Nevertheless it has the same objectivity. If a heading is written in Helevetica it has to be true. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@&()?#*+-;: InfoTextRegular-Roman Info text is used for regular running texts. Different styles may be used, such as Bold Caps for a paragraph intro.

10 10 Text hierarchy guideline This is an general usage example of the typographical hierarchy and harmony between display, heading and body copy. These are no hard rules different jobs require different amount of typographical variety. A head The A head is the primary heading usually reserved for the cover title of a piece. It uses the largest point size. InfoDispbold 44pt type on a 50pt leading, tracking +5. B head B head usually include chapter headings and such. InfoDispbold 36pt type on 40pt leading, tracking +5 Intro text Third in the hierarchy, the Intro text is a couple of lines of introduction text directly following a B head. InfoText 15pt type on 26 pt leading, tracking +5 Title type Chapter head This is a whole sentence of type set on more than one line. C head In most documents, the C head will be the most used heading in the hierarchy. Helvetica Neue LT Std 85 Heavy 14pt type on 13 pt leading, tracking +10 D head The D head is used for subheadings. InfoDispBold 13pt type on 13pt leading, tracking +15 Regular heading Subheading Body text Body text is the running text. It can also sport different kinds of emphasis such as bold caps for a paragraph intro. InfoText Normal 8.5pt type on 13pt leading, tracking +5 InfoText BoldCaps 8.5pt type on 13 pt leading, tracking +15 body text with intro emphasis lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nulla massa risus.