Design Manual for Communication among Partners

Transcription

1 Edition November 2017 Design Manual for Communication among Partners an initiative of

2 Contents The BLUecoMPETENCE initiative Page 3 Classification of logos BLUecoMPETENCE Page 4 Handling of the Page 5 Possibilities for using the Page 6 Different colours and sizes Page 7 Examples of usage Page 8 Examples of what to avoid Page 9 2

3 The BLUecoMPETENCE initiative The initiative BLUecoMPETENCE The Initiative Blue Competence represents the Mechanical engineering industries leadership in providing sustainable solutions through innovation and technology. By the Trademark Blue Competence, the Partner companies admit themselves in public to the 12 Sustainability Guidelines for Mechanical Engineering Industry: Partners of this Initiative recognize themselves as a Community of Values, where the Corporate Policy is formed by a responsible handling of natural ressources and by taking Corporate Social Responsibility. This is expressed by sustainable products and sustainable production and management processes.. The core of the brand The core of the brand is: competence 3 sustainable technology for the economy, environment and society as a whole. The brand quintessentially underlines VDMA s own branding theme: technology for the benefit of humanity. The term sustainability is defined as a balanced integration of economic profitability, ecological soundness and benefits for the society. Brand structure From an organisational point of view, BLUecoMPETENCE consists of the main carrier VDMA, its individual professional sub-associations (participants) and their member companies (partners). BLUecoMPETENCE as the umbrella brand is the formal base of the brand architecture. It does not pose any limitations but supports the brand identity of the professional associations and their member companies. Using this platform, members and participants can communicate and present their own topics in the area of sustainable technology concerning the economy, the environment, and the society. 3

4 Classification of logos BLUecoMPETENCE Classification of logos corresponds to the branding structure of the BLUecoMPETENCE initiative. This classification consists of three categories: trademark holder, participant, and partner. Trademark holder logo Trademark holder logo The trademark holder logo is used for communicating the overall linkage of multiple professional associations (including the trademark holder). Participant logo The participant logo is used when the originator is a professional association, a product category or a specific group of product categories. Participant logo (e. g. Intralogistics ) Partner logo For member companies of the initiative the additional phrase Alliance Member is added to the logo. Respective member companies can use this logo while observing the required design standards (e.g. minimum size, minimum distance) in their promotional material. Partner logo In principle, only the logos featured in this manual are allowed to be used in the production of advertising material. In case of any questions, please contact the BLUecoMPETENCE project team. Partner of the Engineering Industry Sustainability Initiative 4

5 Handling of the This document explains how to use the BLUecoMPETENCE. Along with this design manual you received an information package which includes all types of s for printing, websites and office applications. On the following pages you will find the design guidelines for the correct usage of the s. In case of any questions, please contact the BLUecoMPETENCE project team. Lyoner Str Frankfurt/Main Sabine Brose Phone Fax sabine.brose@vdma.org 5

6 Possible usage of the s Logos with different colours can be used, corresponding to the requirements of various types of media and communications. Colourful (, Pantone and ) Four-colour logo () As a matter of principle, the four-colour is to be used. with German addition positive with German addition negative with English addition positive with English addition negative Logo with special colours (Pantone) Communications and advertising material which are designed in special pantone colours should be accompanied by a with special colours as well. Partner of the Engineering Industry Sustainability Initiative Partner of the Engineering Industry Sustainability Initiative Colours for the computer screen () For website and screen applications, the style logo is to be used. Greyscale (1C) with German addition positive with German addition negative with English addition positive with English addition negative Greyscale (1C) The in greyscale is used for communications material which is going to be published in black and white. Alliance Member Alliance Member Alliance Member Partner of the Engineering Industry Sustainability Initiative Alliance Member Partner of the Engineering Industry Sustainability Initiative In principle, only the logos featured in this manual are allowed to be used in the production of advertising material. 6

7 Colours and sizes Different colours and sizes of the are shown on the right hand side. Blue Sky blue Alliance Member is an addition which is placed on a clip and integrated in the BLUecoMPETENCE logo. The clip s colour is light blue (C 15 M 7.5 Y 0 ). The shadow around the clip includes 40 % black (C 0 M 0 Y 0 K 100) and is multiplied. The inner rounding of the clip is blue (C 100 M 50 Y 0 ). Black Special colours C 100 R 0 Pantone 2935 C M 50 G 116 Y 0 B 184 Light blue Special colours C 66 R 104 Pantone 2935 C, 55 % M 17 G 176 Y 0 B 219 Minimum size The minimum size of the partner logo is 34.5 mm in width and 18 mm in height. Minimum distance Around the, free space must be allocated in which no other elements ought to be placed. The minimum distance is double the space between the frame of the logo and the outside frame. is 3 mm if the minimum size is used. Sizes C 0 R 18 M 0 G 18 Y 0 B 18 K White Special colours C 15 R 226 Pantone 2935 C, 15 % M 8 G 234 Y 0 B 250 C 0 R 255 M 0 G 255 Y 0 B , Minimum size M Minimum distance M 18 59,3 65,3 34,5 All figures in mm. 7

8 Colour scheme Use Blue Sky blue Logo colours The colours blue (C 100 M 50 Y 0 ), sky blue (C 66 M 17 Y 0 ), light blue (C 15 M 8 Y 0 ), black (C 0 M 0 Y 0 K 100) and white (C 0 M 0 Y 0 ) are used in the different versions of the BLUecoMPETENCE logo. Light blue Solid colour C 100 R 0 Pantone 2935 C M 50 G 116 Y 0 B 184 Black Solid colour C 66 R 104 Pantone 2935 C, 55 % M 17 G 176 Y 0 B 219 Area colours Solid colour The colour blue (C 100 M 50 Y 0 ) represents the topic Society social responsibility in symbolic form. The colour anthracite (C 35 M 0 Y 10 K 60) represents the topic The economy technology in symbolic form. The colour green (C 65 M 15 Y 100 ) represents the topic The environment environmental technology in symbolic form. Key visual colours The colours dark blue (C 100 M 50 Y 0 K 80), blue (C 100 M 50 Y 0 ), sky blue (C 66 M 17 Y 0 ) and white (C 0 M 0 Y 0 ) are used in the key visual application. Highlighting colour The colour yellow (C 0 M 20 Y 100 ) acts as a distinguishing colour. White Green Anthracite C 15 R 226 Pantone 2935 C, 15 % M 8 G 234 Y 0 B 250 C 0 R 255 M 0 G 255 Y 0 B 255 C 65 R 111 M 15 G 173 Y 100 B 28 Dark Blue Yellow C 0 R 18 M 0 G 18 Y 0 B 18 K 100 RAL colour C 100 R M 50 G 31 Y 0 B 59 K 80 C 0 R 252 M 20 G 186 Y 100 B 0 RAL colour for trade fairs RAL colour 5003 can be used as background colour on exhibition stands. C 35 R 91 M 0 G 115 Y 10 B 119 K 60 8

9 Typography Print media Thesis TheSans The font Thesis TheSans is used in B7 bold and B4 semi-light and in the corresponding italic forms. Multi-lingual forms If the text is in two languages, the foreign language is set in italics. Notation In print media BLUecoMPETENCE is written in upper case in Thesis TheSans font and in B4 SemiLight. Only the letters forming eco are set in lower case in B7 bold and increased in size by a factor of BLUecoMPETENCE must be written without spacing. In the event of compound words, no hyphen must be used either before or after BLUecoMPETENCE. Office applications and screen design Arial The font Arial is used in bold and regular form in office applications and in screen design. Spelling In office applications and screen design Blue Competence is written as two separate words with upper case letters at the beginning of both words. In the event of compound words, no hyphen is used either before or after Blue Competence. Thesis TheSans B7 Bold abcdefghijklmnopqrstuvwxyz !@#$%&*() Thesis TheSans B4 SemiLight abcdefghijklmnopqrstuvwxyz !@#$%&*() Thesis TheSans B7 Bold Italic abcdefghijklmnopqrstuvwxyz !@#$%&*() Thesis TheSans B4 SemiLight Italic abcdefghijklmnopqrstuvwxyz !@#$%&*() Spelling print media BLUecoMPETENCE Arial Black abcdefghijklmnopqrstuvwxyz !@#$ %&*() Arial Regular abcdefghijklmnopqrstuvwxyz !@#$ %&*() Spelling Office applications and screen design Blue Competence Bullet points Squares with rounded corners are used as bullet points. The size of the squares depends on the height of the lower case letters. The bullet points are justified with the base line of the text. The spacing from the text is two spaces. The line thickness is 0.5 pt for a 7 point font. The corners are rounded with a radius of 0.25 mm for a 7 point font. The colour of the bullet point is the same colour as the text. 9

10 Paper Paper qualities and thicknesses FSC certification All BLUecoMPETENCE printed material must be printed on FSC certified paper. The corresponding logo must be shown on the back covers of brochures and flyers. Product Paper quality Paper thickness Business stationery Letterheads Clairefontaine 80 g/qm Visiting cards High quality card 300 g/qm Flyers FSC MIx BVS Matt 170, 200, 250 g/qm Brochures Envelopes FSC MIx BVS Matt 170, 250 g/qm Inner pages FSC MIx BVS Matt 170 g/qm Folders FSC Inapa Infinity Silk 350, 400 g/qm 10

11 Examples of usage Logo placement Since there should be an option to integrate the into the partner s own advertising campaign, there are no specific requirements for the placement of the logo. Only the requirements concerning size and space need to be observed. Integrating the positive with German additions brochure of the company OSMA Aufzüge Integrating the negative with English additions advertisement of the company J.D.Neuhaus Integrating the negative with German additions brochure of the company ACHENBACH Buschhütten Background The background of the must be in sufficient contrast to the logo itself. Using a light background the positive is to be applied. With a dark background the negative is to be applied. In case it is unavoidable to place the on a non-plain background, it is necessary to darken / brighten the background in order to ensure that the remains legible. Image size 100 % Image size 100 % Image size 100 % 11

12 Examples of what to avoid In the following we provide a list of negative samples, in order to avoid a wrong usage of the. Placing the positive partner logo on a background that is too dark Placing the negative partner logo on a background that is too bright Any changes in the colour of the Rotating the Distortion of the Placing the on a busy background Adding various effects to the Inserting a frame around the Reducing the size of the below the allowable minimum Scanning/ screening the Placing elements within the required minimum space around the Cutting off parts of the partner logo 12