Graphic identity Manual MoraVia Steel a.s.

Graphic identity Manual MoraVia Steel a.s.

CONTENTS GRAPHIC ELEMENTS LOGOTYPE / 3 TRADE MARK / 4 SHORTENED VERSION OF LOGOTYPE / 5 ALTERNATIVES LOGOTYPE ALTERNATIVES / 6 TRADE MARK ALTERNATIVES / 7 SHORTENED LOGOTYPE ALTERNATIVES / 8 EXCLUSION ZONE LOGOTYPE EXCLUSION ZONE / 9 TRADE MARK EXCLUSION ZONE / 10 SHORTENED LOGOTYPE EXCLUSION ZONE / 11 DIMENSIONS THE MINIMUM SIZE OF LOGOTYPE, TRADE MARK AND SHORTENED LOGOTYPE / 12 COLORS PRIMARY COLORS / 13 SECONDARY COLORS / 14 FONTS FONTS OF LOGOTYPE AND SHORTENED LOGOTYPE / 15 COMPLEMENTARY FONTS / 16 MISCELLANEOUS INCORRECT USE OF LOGOTYPE / 17 2

LOGOTYPE The corporate logotype is the principal element of the corporate identity. MORAVIA STEEL logotype is composed of the trade mark and the company name, which is shown in without the legal entity identification. 3

GRAPHICAL TRADE MARK The trade mark represents three hammers in a circle, it has been accompanying the steel products form Třinec since 1929. The trade mark has several functions: protective, guarantee, certification, promotion, competition or stimulative, but the most important is the distinctive function, by the proper use of the trade mark in the business use the products of MORAVIA STEEL are distinguished from the other producers. 4

SHORTENED VERSION OF LOGOTYPE For special needs of MORAVIA STEEL promotion the shortened version has been introduced. The shortened version is composed of graphical trade mark and letters MS, it exists in two alternatives the positive and negative one. The shortened version can be used in duly justified cases. It should be used on specific materials, such as small promotional items, badges, etc. Nevertheless, it should never substitute the logotype, for example in the advertisements. 5

LOGOTYPE ALTERNATIVES 1 2 3 4 The colored version of logotype 1 3 is used in any possible case. The black & white version of logotype 2 4 can be used in black & white materials or in technologies, where color print cannot be used. Positive and negative versions of logotype are equal. 6

TRADE MARK ALTERNATIVES 1 2 3 4 The colored version of trade mark 1 2 is used in any possible case. The black & white version of trade mark 3 4 can be used in black & white materials or in technologies, where color print cannot be used. Positive and negative versions of trade mark are equal. 7

SHORTENED LOGOTYPE ALTERNATIVES 1 3 2 4 The colored version of shortened logotype 1 2 is used in any possible case. The black & white version of shortened logotype 3 4 can be used in black & white materials or in technologies, where color print cannot be used. Positive and negative versions of shortened logotype are equal. 8

Graphic identity Manual of MoraVia Steel a. s. logotype exclusion Zone X X the exclusion zone is the minimum area in immediate proximity of the logotype, which cannot be interfered by text or any other graphical item, illustration or photograph. respecting this zone guarantees legibility and sufficient appeal of the logotype. the exclusion zone is defined by relative unit x, which corresponds to the diameter of the trade mark. 9

Graphic identity Manual of MoraVia Steel a. s. trade MarK exclusion Zone X X the exclusion zone is the minimum area in immediate proximity of the trade mark, which cannot be interfered by text or any other graphical item, illustration or photograph. respecting this zone guarantees legibility and sufficient appeal of the trade mark. the exclusion zone is defined by relative unit x, which corresponds to the diameter of the trade mark. 10

Graphic identity Manual of MoraVia Steel a. s. Shortened logotype exclusion Zone X X the exclusion zone is the minimum area in immediate proximity of the shortened logotype, which cannot be interfered by text or any other graphical item, illustration or photograph. respecting this zone guarantees legibility and sufficient appeal of the shortened logotype. the exclusion zone is defined by relative unit x, which corresponds to the diameter of the trade mark. 11

THE MINIMUM SIZE OF LOGOTYPE, TRADE MARK AND SHORTENED LOGOTYPE 5 mm 5 mm 5 mm 5 mm 8,125 mm The minimum size of trade mark guaranteeing its legibility in small format is derived from the height of the trade mark, which should be bigger than 5 mm. Using smaller Trade mark cannot guarantee its legibility and appeal. Legibility of text as well as distinctness of the symbol should be taken into consideration at any application. 12

PRIMARY COLORS PANTONE: DE 89-1 C CMYK: 0-100-90-40 RGB: 134-0-15 RAL: 3003 ORACAL: Dark Red 030 PANTONE: Process Black C CMYK: 0-0-0-100 RGB: 0-0-0 RAL: 9005 ORACAL: Black 070 Primary colors are the part of the corporate visual style. The conversion table shows codes of colors for several ways of use: Pantone direct colors, CMYK colors for print, RGB colors for subtractive Display (monitor, projector), RAL for coatings and adhesive foils, ORACAL for stickers. 13

SECONDARY COLORS PANTONE: DE 32-1 C PANTONE: DE 325-3 C PANTONE: DE 325-6 C PANTONE: DE 325-7 C PANTONE: DE 325-8 C CMYK: 0-50-100-0 CMYK: 0-0-0-70 CMYK: 0-0-0-40 CMYK: 0-0-0-25 CMYK: 0-0-0-15 RGB: 255-125-0 RGB: 115-115-115 RGB: 163-163-163 RGB: 198-198-198 RGB: 220-220-220 RAL: 1033 RAL: 9007 RAL: 9006 RAL: 7035 ORACAL: Medium Yellow 020 ORACAL: Grey 071 ORACAL: Middle Grey 074 ORACAL: Light Grey 072 Secondary colors develop and underline corporate visual style. These colors are used for highlighting the tables, graphs or graphic elements in the corporate materials. The conversion table shows codes of colors for several ways of use: Pantone direct colors, CMYK colors for print, RGB colors for subtractive Display (monitor, projector), RAL for coatings and adhesive foils, ORACAL for stickers. 14

FONTS OF LOGOTYPE AND SHORTENED LOGOTYPE LOGOTYPE Frutiger CE 95 Ultra Black abčděfghijklmnopqřštuvwxyz +@!?&;0123456789 SHORTENED VERSION OF LOGOTYPE Frutiger CE 55 bold abčděfghijklmnopqřštuvwxyz +@!?&;0123456789 The font of the logotype is Frutiger CE 95 Ultra Black. The font of the shortened logotype is Frutiger CE 65 Bold. 15

COMPLEMENTARY FONTS frutiger ce 45 light frutiger ce 55 roman frutiger ce 65 bold frutiger ce 75 black frutiger ce 47 light condensed frutiger ce 67 bold condensed frutiger ce 46 light italic frutiger ce 56 italic frutiger ce 66 bold italic frutiger ce 75 black italic frutiger ce 57 condensed frutiger ce 77 black condensed The complementary fonts are all versions of the Frutiger CE font family. 16

INCORRECT USE OF LOGOTYPE 1 do not modify colors 2 do not modify the ratios of particular elements 3 do not distort 4 do not change color 5 do not change fonts 6 do not place to improper background moravia steel Above stated examples of forbidden modifications do not exhaust the possibilities, which do not meet the requirements of legislation (regulations regarding trade marks and business signage) and impair the aesthetic perception of the logotype and trade mark. 17