Visual Identification Manual Basic Design October 1, 2014 Publicity Group, General Affairs Department, Daikin Industries, Ltd.
1 Global Rules Applying to the Basic Design Elements The four basic design elements below constitute the face of the globalized Daikin Group VI. DAIKIN logo Corporate colors Corporate logotypes Recommended typefaces This chapter sets out the rules applying to modes of expression of these elements.
Composition of the DAIKIN Logo 1-003 Composition of the DAIKIN logo Composition of the DAIKIN Logo DAIKIN triangle motif DAIKIN logotype The DAIKIN logo is composed of the DAIKIN triangle motif and the Daikin logotype, combined in a prescribed proportion. This proportion must not be changed. Vertical DAIKIN logo Horizontal DAIKIN logo These elements must not be used independently. Using the DAIKIN triangle motif or the DAIKIN logotype independently is prohibited It is prohibited to use either the DAIKIN triangle motif or the DAIKIN logotype independently. The DAIKIN logo (comprised of the DAIKIN triangle motif and the DAIKIN logotype) is designed to be imprinted in the audience s memory as a single, complete, aesthetically-pleasing pattern. To effectively impress the audience with the DAIKIN logo, the DAIKIN triangle motif and the DAIKIN logotype must always be combined correctly. The DAIKIN logotype contained in the DAIKIN Group tag-line logotype ( a member of DAIKIN group ) may be independently used as an exception because its use has already been officially approved.
Vertical DAIKIN Logo 1-004 Vertical DAIKIN logo The Vertical DAIKIN Logo The vertical DAIKIN logo is a logo which has the same design as the corporate symbol of Daikin Industries, Ltd. For official and legal expressions of corporate identity (e.g., company flags, employee badges, share certificates), please make sure to use the vertical DAIKIN logo as the corporate symbol. The vertical DAIKIN logo is suitable for cases where the display space is more or less square-shaped. It also works well when the DAIKIN triangle motif is to be emphasized. Minimum size Printed matter: 9mm Monitor screen display: 48 pixels In order to ensure visibility, a minimum size is stipulated. As a rule, the logo must not be used in sizes below those shown on the left. Note: 1 pixel = approximately 0.353mm. Pixel size varies according to resolution. If the resolution is 72ppi (pixels per inch), there will be 72 pixels to an inch (approximately 2.54cm). Prescribed clear zone Prescribed Clear Zone A A A A A The prescribed clear zone is the minimum empty space around the DAIKIN logo, to ensure that the DAIKIN logo is always clearly represented. When the vertical DAIKIN logo is to be used, a clear zone wider than the prescribed minimum space must be left, to ensure that other graphic elements are not perceived as part of the logo. Please leave the prescribed clear zone empty even when the logo is to be positioned in the corner of a page or screen. This shall not apply if the DAIKIN logo is used independently and the space is limited. The brand name of Electronics Division shown below is approved as an exception. Border of prescribed clear zone This shall not apply to the prescribed clear zone in the manual for China (approved as an exception).
Horizontal DAIKIN Logo 1-005 Horizontal DAIKIN logo Horizontal DAIKIN Logo The horizontal DAIKIN logo is suitable for cases where the display space is longer horizontally. Because the DAIKIN logotype is emphasized, the brand name can be displayed more prominently when it is displayed in smaller sizes. For official and legal expressions of corporate identity (e.g., company flags, employee badges, share certificates), please make sure to use the vertical DAIKIN logo, as the corporate symbol. Minimum size Printed matter: 22mm Monitor screen display: 71 pixels In order to ensure visibility, a minimum size is stipulated. As a rule, the logo must not be used in sizes below those shown on the left. Note: 1 pixel = approximately 0.353mm. Pixel size varies according to resolution. If the resolution is 72ppi (pixels per inch), there will be 72 pixels to an inch (approximately 2.54cm). Prescribed clear zone Prescribed Clear Zone A A The prescribed clear zone is the minimum empty space around the DAIKIN logo, to ensure that the DAIKIN logo is always clearly represented. A A A When the horizontal DAIKIN logo is to be used, a clear zone wider than the prescribed minimum space must be left, to ensure that other graphic elements are not perceived as part of the logo. Please leave the prescribed clear zone empty even when the logo is to be positioned in the corner of a page or screen. Border of prescribed clear zone This shall not apply if the DAIKIN logo is used independently and the space is limited.
Examples of Misuse of the Form of the DAIKIN Logo 1-006 Component elements must not be omitted (The component elements must not be used independently.) Examples of Misuse The DAIKIN logo must always be used correctly Misuse makes the logo much less distinctive, and can convey the wrong corporate image. The relative proportions of the component elements must not be altered. Do not use the DAIKIN logo in the ways shown on the left. The spatial relationship between the DAIKIN triangle motif and the DAIKIN logotype, and the letter spacing, must not be altered. The component elements must not be deformed. Other graphic elements must not be positioned within the prescribed clear zone. Graphic elements likely to be perceived as component elements of the DAIKIN logo must not be added, even if they are outside the clear zone.
Corporate Colors 1-007 Corporate Colors Three colors two shades of blue, plus black have been chosen for their ability to effectively promote the corporate image of the Daikin Group. Please use the corporate colors extensively in various application, not only in the DAIKIN logo, but also as base colors and accent colors used in buildings, promotional materials, etc. DAIKIN Blue DAIKIN Blue: Intellect and brightness (corporate symbol color) DIC 577 PANTONE PROCESS BLUE CMYK C100% M10% Y0% K0% HTML #0099CC RGB R0 G160 B198 DAIKIN Blue is designated as a corporate symbol color. DAIKIN Blue is to be used as the DAIKIN logotype color in the DAIKIN logo, and in large expanses of color in design applications, to promote a powerful corporate image. MUNSELL 7.6 B 5.2 / 12.9 RAL 5015 NCS 1070-B DAIKIN Light Blue DAIKIN Light Blue: Intellect and brightness (corporate subcolor) DIC 68 PANTONE 305 CMYK C60% M0% Y0% K0% HTML #33CCFF RGB R76 G187 B206 DAIKIN Light Blue is designated as a corporate subcolor used to set off DAIKIN Blue. Used in combination with DAIKIN Blue in the DAIKIN triangle motif, and in design elements in design applications, it broadens the range of graphic possibilities available, and enables a consistent corporate image to be conveyed. MUNSELL 5.5 B 6.8 / 8.8 RAL 5012 NCS 0040-B10G DAIKIN Black DAIKIN Black: Robustness, presence and stability (corporate subcolor) DIC 582 PANTONE PROCESS BLACK CMYK C0% M0% Y0% K100% HTML #000000 RGB R0 G0 B0 DAIKIN Black is designated as a corporate subcolor used to set off DAIKIN Blue. Used in combination with DAIKIN Blue in the DAIKIN triangle motif, and in design elements in design applications, it broadens the range of graphic possibilities available, and enables a consistent corporate image to be conveyed. MUNSELL 4.9 YR 0.9 / 0.1 RAL 9017 NCS 9500-N
List of Color Versions of the DAIKIN Logo 1-008 Color Versions of the DAIKIN Logo As shown below, there are six different color versions of the DAIKIN logo, to suit different production conditions. The table below shows these color versions in order of preference, according to their impact in terms of promoting the corporate image. Bearing in mind the production conditions, please select and use the version in order of descending prefernce. For details on conditions and methods on how to apply these color versions, see the relevant pages. Preference 1 Corporate color versions Corporate color versions (page 1-009) The versions using the three corporate colors DAIKIN Blue, DAIKIN Light Blue and DAIKIN Black, are most preferable. Preference 2 Monochrome halftone screening versions Monochrome halftone screening versions (page 1-010) If the corporate color versions cannot be used due to physical constraints or cost considerations, and halftone screening is possible, monochrome halftone screening versions are to be used. Monochrome versions Monochrome versions (page 1-011) Preference 4 Preference 3 Reverse-printed monochrome versions Special color versions The following special color versions may be used as exceptions in addition to the color versions shown above. Negative versions The monochrome versions are to be used in cases where the corporate color versions or the monochrome halftone screening versions cannot be used due to physical constraints or cost considerations. Reverse-printed monochrome versions (page 1-012) The revers-printed monochrome versions are to be used in cases where the corporate colors versions, monochrome halftone screening versions and monochrome versions cannot be used, because, for example, the background color is too dark. Negative versions (page 1-013) Special versions Gold and silver versions The negative versions may be used when the DAIKIN Black section of the DAIKIN triangle motif cannot be distinguished due to the background color. Gold and silver versions (page 1-013) The gold and silver versions may only be used when it is more suitable to use those versions (e.g., when foil stamping the DAIKIN logo).
Color Versions of the DAIKIN Logo Corporate Color Versions 1-009 Color schemes used in the corporate color versions DAIKIN Blue DAIKIN Black DAIKIN Light Blue Corporate Color Versions These versions use the three corporate colors: DAIKIN Blue, DAIKIN Light Blue and DAIKIN Black. Of all the color versions of the DAIKIN logo, these versions are most preferable. These versions can be used when the background is white or a pale color. For printing Three special colors DIC 577 or PANTONE Process Blue 100% Color versions when the three colors cannot be used Two special colors DIC 577 or PANTONE Process Blue 100% CMYK C 100% M 10% For reproduction values for DAIKIN Blue, DAIKIN Light Blue and DAIKIN Black in non-print applications, see Corporate Colors (page 1-007). DIC 582 or PANTONE Process Black 100% DIC 582 or PANTONE Process Black 100% K 100% DIC 68 or PANTONE 305 100% DIC 577 50% or PANTONE Process Blue 50% C 60% Examples using backgrounds with different color depths Background color: white Background color: M10% + Y10% Background color: Y100% If the background color depth would compromises the distinctiveness of the corporate colors, make sure to use one of the monochrome versions (page 1-011) or the reverse-printed monochrome versions (page 1-012). For more information about the scope of use of color versions according to background color depth (hue and brightness), see Guide to Selecting Color Version Based on Background Color Depth (page 1-014). Examples of use
Color Versions of the DAIKIN Logo Monochrome Halftone Screening Versions 1-010 Color schemes used in monochrome halftone screening versions Version using DAIKIN Blue Version using DAIKIN Black DAIKIN Blue: 100% DAIKIN Black: 100% Monochrome Halftone Screening Version If the corporate color versions cannot be used due to physical constraints or cost considerations, and halftone screening is possible, monochrome halftone screening versions are to used. DAIKIN Blue: 50% Note: The same applies to the horizontal DAIKIN logo. Examples using backgrounds of different colors DAIKIN Black: 40% Note: The same applies to the horizontal DAIKIN logo. The monochrome halftone screening versions are available in two variations (for DAIKIN Blue or DAIKIN Black) as shown on the left, according to the production conditions. This version may only be used in cases where the background color is white or a pale color, and where the DAIKIN logo can be distinguished. Background color: white Background color: white For color specifications and reproduction values for DAIKIN Blue and DAIKIN Black, see Corporate Colors (page 1-007). Background color: C20% Background color: K20% If the background color is other than white, make sure to use either the monochrome versions (page 1-011) or the reverse-printed monochrome versions (page 1-012), in accordance with the background color depths. Examples of use
Color Versions of the DAIKIN Logo Monochrome Versions 1-011 Color schemes used in the monochrome versions Monochrome Versions Version using DAIKIN Blue Version using DAIKIN Black DAIKIN Blue: 100% DAIKIN Blue: 100% DAIKIN Black: 100% The monochrome versions are to be used in cases where the corporate color versions or the monochrome halftone screening versions cannot be used due to physical constraints or cost considerations. Applications include cardboard items (flexographic printing). In principle, the monochrome versions are available in two variations (for DAIKIN Blue or DAIKIN Black) as shown on the left, according to the production conditions. This version may only be used in cases where the background color is white or a pale color, and where the DAIKIN logo can be distinguished. DAIKIN Black: 100% For color specifications and reproduction values for DAIKIN Blue and DAIKIN Black, see Corporate Colors (page 1-007). Special type for small sizes (width = 9mm-15mm) Special type for small sizes (width = 22mm-50mm) If a monochrome version of the DAIKIN logo is to be used at a width of 15 mm or less in the case of the vertical logo, or at a width of 50 mm or less in the case of the horizontal logo, the special type for small sizes is to be used: here, the slit is widened to maintain visibility in printing. Examples using backgrounds with different color depths Background color: white Background color: C20% Background color: cardboard If the DAIKIN logo is put on an untreated surface, such as cardboard, a monochrome version may be used, as long as the DAIKIN Blue or DAIKIN Black is be fully distinguishable. Background color: white Background color: K20% Background color: cardboard For more information on the scope of use of color versions according to background color depth (hue and brightness), see the Guide to Selecting Color Version Based on Background Color Depth (page 1-014).
Color Versions of the DAIKIN Logo Reverse-Printed Monochrome Versions 1-012 Reverse-printed monochrome versions Reverse-Printed Monochrome Versions The reverse-printed monochrome versions are to be used when the background color is one of the corporate colors, or a dark color, or when the DAIKIN logo becomes less distinguishable due to the background photograph or pattern. Special type for small sizes (width = 9 mm-15 mm) Special type for small sizes (width = 22 mm-50 mm) If a reverse-printed monochrome version of the DAIKIN logo is to be used at a width of 15 mm or less in the case of the vertical logo, or at a width of 50 mm or less in the case of the horizontal logo, the Special type for small sizes is to be used: here, the slit is widened to maintain visibility in printing. Examples using backgrounds of different colors Background color: DAIKIN Blue Background color: DAIKIN Light Blue For more information on the scope of use of color versions according to the background color depth (hue and brightness), see Guide to Selecting Color Version Based on Background Color Depth (page 1-014). Background color: DAIKIN Black Background color: Y100% If the background color is in the yellow spectrum, the reverse-printed monochrome versions must not be used because the DAIKIN logo becomes less distinguishable. Background: color photograph Background: black and white photograph
Color Versions of the DAIKIN Logo The Negative Versions and Gold and Silver Versions 1-013 Color schemes used in the negative versions Daikin Blue: 100% Negative Versions The negative versions may be used when the DAIKIN Black section of the DAIKIN triangle motif cannot be distinguished due to the background color. For color specifications and reproduction values for DAIKIN Blue and DAIKIN Light Blue, see Corporate Colors (page 1-007). Daikin Light Blue: 100% Special type for small sizes (width = 9 mm-15 mm) Special type for small sizes (width = 22 mm-50 mm) If a negative version of the DAIKIN logo is to be used at a width of 15 mm or less in the case of the vertical logo, or at a width of 50 mm or less in the case of the horizontal logo, the Special type for small sizes is to be used: here, the outline around the DAIKIN triangle motif is widened to maintain visibility in printing. Gold and silver versions Gold and Silver Versions The gold and silver versions may only be used when it is more suitable to use those versions, (e.g., when foil stamping the DAIKIN logo.) Special type for small sizes (width = 9 mm-15 mm) Special type for small sizes (width = 22 mm-50 mm) If the gold or silver version of the DAIKIN logo is to be used at a width of 15 mm or less in the case of the vertical logo, or at a width of 50 mm or less in the case of the horizontal logo, the Special type for small sizes is to be used: here, the slit is widened to maintain visibility in printing. Examples using metallic materials If the DAIKIN logo is to be put on a metal surface or on a special material, make sure that the DAIKIN logo is distinguishable by embossing it, or by using a surface treatment that contrasts with the background, or by other means.
Reference Guide to Selecting Color Version Based on Background Color Depth 1-014 Background color: grayscale 0~K10% K20% K30% K40% K50% K60% K70% K80% K90% K100% Note: The scope of use of the monochrome versions (DAIKIN Blue) conforms to that of the corporate color versions. Background color: red spectrum M10+Y10% M20+Y20% M30+Y30% M40+Y40% M50+Y50% M60+Y60% M70+Y70% M80+Y80% M90+Y90% M100+Y100% Note: The scope of use of the monochrome versions (DAIKIN Blue) conforms to that of the corporate color versions. Background color: orange spectrum M5+Y10% M10+Y20% M15+Y30% M20+Y40% M25+Y50% M30+Y60% M35+Y70% M40+Y80% M45+Y90% M50+Y100% Note: The scope of use of the monochrome versions (DAIKIN Blue) conforms to that of the corporate color versions. Background color: yellow spectrum Y10% Y20% Y30% Y40% Y50% Y60% Y70% Y80% Y90% Y100% Note: The scope of use of the monochrome versions (DAIKIN Blue) conforms to that of the corporate color versions. Note: If the background color is in the yellow spectrum, the reverse-printed monochrome version must not be used. Background color: green spectrum C10+Y10% C20+Y20% C30+Y30% C40+Y40% C50+Y50% C60+Y60% C70+Y70% C80+Y80% C90+Y90% C100+Y100% Note: The scope of use of the monochrome versions (DAIKIN Blue) conforms to that of the corporate color versions. Background color: blue spectrum C10+M5% C20+M10% C30+M15% C40+M20% C50+M25% C60+M30% C70+M35% C80+M40% C90+M45% C100+M50% Note: The scope of use of the monochrome versions (DAIKIN Blue) conforms to that of the corporate color versions.
Examples of Misuse of Color Versions of the DAIKIN Logo 1-015 The colors or color schemes must not be changed. Examples of Misuse The DAIKIN logo must always be used with the correct colors. If wrong colors are used, a wrong corporate image is conveyed. The background colors must be coordinated to make sure that the DAIKIN logo is distinguishable. The monochrome and reverse-printed monochrome versions must not be used in multiple-colors. Do not use or represent the logo in the ways shown on the left. Color versions must not be used on backgrounds against which they become less distinguishable. The DAIKIN logo must not be displayed with an outline. If the DAIKIN logo becomes less distinguishable due to the background photograph or pattern, the reverse-printed monochrome version must be used. The corporate color version is to be used when white space that is larger than the prescribed clear zone can be secured around the DAIKIN logo.
Recommended Typefaces 1-018 Recommended Typefaces One Japanese and one English typeface family have been selected for use with the DAIKIN logo and the corporate logotypes as the recommended typefaces, in order to create and maintain a consistent corporate image for the Daikin Group. Japanese typefaces Japanese typefaces (the ShinGo family) ShinGo-L ShinGo-R ShinGo-M ShinGo-B Outstanding in terms of their visibility as computer fonts, the ShinGo family of typefaces can convey information accurately, and are ideal for large volumes of text. Make sure to use the ShinGo family in the following elements: Addresses and names of offices (retailers) in Japanese English typefaces Frutiger Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn 0123456789!&?@# English typefaces (the Frutiger family) Outstanding in terms of their legibility as computer fonts, the Frutiger family of typefaces can convey information accurately, and are ideal for large volumes of text. Frutiger Roman Frutiger Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn 0123456789!&?@# ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmn 0123456789!&?@# Make sure to use the Frutiger family in the following elements: Addresses and names of offices (retailers) in English Addresses and alphanumeric characters in Japanese documents using the recommended Japanese typefaces (the ShinGo family)