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Contents Corporate identity 4 Glossary 5 Colour Glossary 8 Corporate Typeface 9 Mercury Identity 11 Exclusion Zones 12 Stationary sets 15 Products and Branding 17 Further Information
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Corporate Identity Identity guidelines provide a visual identity branding, to provide consistency and effective communication. These guidelines give guidance on the basic elements that make up ‘Mercury’ visual identity. The information will provide details of corporate typeface, colours and exclusions zones as well as how to use the visual identity with advertising, stationary and products.
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Glossary End Particle
Logo Type
The main terms used in these guidelines are as following:
Provides and end to the logo. Circular and smaller in size in comparison to the arrow formation. Orange in colour.
Arrow/Symbol
The end particle plays on the idea of the planet Mercuy - orange in colour.
The text of ‘Mercury’ set in Neuropol uppercase type. It is set in a fixed relationship with Arrow and End Particle and is not seen separately. Colour set in Grey.
A combination of ten circular dots/particles - equal in size to create an arrow formation with a fixed relationship of the tip arrow coloured orange three horizontal and vertical a joining dots/particles each off white coloured and three main centered dots/particles grey in colour.
Exclusion zone The minimum area around arrows, end particles or type that must be kept free of other graphic elements. This is to ensure that the logo isreproduced clearly and legibly without interference from other visual devices. (See further details on exclusion Zones)
The arrow provides the idea of moving forward within technology as well as playing on the particles used to create the unique fabric.
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Colour Glossary Depending on the systems used, the examples shown here are the only acceptable combinations.
Print specifications
On Logo type:
CMYK Initials representing the four colours - Cyan, Magenta, Yellow and Black (Kohl) - used in the four-colour printing process. Different combinations and proportions of these four colours are used to achieve matches to the spot colours.
Print -
Screen specifications RGB An abbreviation of Red-Green-Blue, indicating the primary colours of light. For reproduction on screens and other electronic systems, combinations of these three colours are used to match to the Mercury colours.
R.G.B Screen-
Web To achieve colours that can be reproduced satisfactorily on internet and intranet sites, Web safe colours should be specified. These provide a greater degree of consistency than RGB colours.
Web5
On Arrow Orange and End Particle:
Print-
Screen-
Web-
Print-
Screen-
Web-
Print-
Screen-
Web-
Outer Particles:
Inner Particles:
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Stationary Set Colours: All stationary Set colours use the same orange and grey colours throughout their designs. More information on branding (see stationary sets and products)
Pantone: 10C
Pantone: 715C
(For more colour information see previous page) 7
Corporate Typeface Type face used on Stationary: Logo Type The typeface used by ‘Mercury’ is Neuropol - uppper case this should be applied to all logo text.
Stationary that includes the Address uses Myriad Pro Regular. Information numbers increased font size for visablity. For titles such as ‘With compliments’ use of Tunga Regular.
Myriad Pro Regular
Tunga Regular
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Mercury Identity This section is concerned with the identity for Mercury. It is important to observe the standards in all applications to maintain consistency and to preserve the integrity of the identity. Acceptable The examples shown here make up the acceptable applications of the Mercury Logo. Full colour Black and White Product- clothing display logo
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Mercury Identity Continued Unacceptable The Logo must not be re-drawn, distorted or modified in any way. It must not be placed on a background that impairs legibility. For example pattern backgrounds which interfere with the logo must not be used.
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Exclusion Zones
Exclusion zone for the logo The orange box indicates the exclusion zone where no other graphic elements shouldbe placed. The exclusion zone is always (0.10mm) of the width off the logo. - Shown by black dash mark surrounding the logo.
.10mm
.10mm
This is to ensure that the Logo is reproduced clearly and legibly without interference from other visual devices.
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Stationary Die Cut logo here
All stationary must refer to these guidelines. This is to ensure that the Logo and designed stationary is reproduced clearly and legibly without interference from other visual devices providing a continuous and effective visual identity of the Mercury Branding.
Fold marks
A4 Letter heads Must use set colour guides of Pantone and CMYK colour settings. A4 - portrait Width: 210mm Height 297mm
Die Cut logo here Fold marks
Must use stationary type guidelines of Myriad Pro Regular 7.5pt for Address. When printed -die cut marked sections of letter head to reveal layers when folded. Fold along lines marked at intervals of 99mm. As well as correct guidelines and settings of Logo.
Die cutting the marked logos will create a sense of layers to the reader -playing on the idea of fabric layers and particles. This makes the letter more interactive and unique for the reader. 12
Compliment Slips Must use set colour guides of Pantone and CMYK colour settings. Landscape Width: 210mm Height: 99mm Must use stationary type guidelines of Myriad Pro Regular 10pt for address heading type of Tunga Regular 22pt.
Business Card
As well as correct guidelines and settings of Logo.
Must use set colour guides of Pantone and CMYK colour settings. Landscape Width: 85mm Height: 54mm Must use stationary type guidelines of Myriad Pro Regular 10pt for address. As well as correct guidelines and settings of Logo.
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Envelope Must use set colour guides of Pantone and CMYK colour settings.
Front
Landscape Width: 220mm Height: 110mm As well as correct guidelines and settings of Logo.
Back
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Products and Branding All products and branded items must refer to these guidelines. This is to ensure that the Logo reproduced clearly and legibly without interference from other visual devices providing a continuous and effective visual identity of the Mercury products and branding. Clothing Products Must use correct set of guidelines on settings of logo : Colours Sizing Type Face Background NB. All clothing products must use Logo displayed with background to ensure visabilty on all style and colour clothing.
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Products and Branding Continued Branded items which display the logo for example- a delivery van must follow Logo set guidelines. The logo will need to be resized to a sensible degree to suit branding item. This will ensure that the Logo reproduced clearly and legibly without distortion of Mercury logo/brand.
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For Further Information These standards intend to outline basic principles and therefore cannot cover every application or eventuality. In case of difficulty or doubt as to the correctness in the application of these standards, please contact: Mercury Incorporate Design. Telephone: 020 7815 8000 Email: mercurycorp@design.com All Mercury corporate design standards are available from the Mercury internet site. www.mercury/corporatedesign
Issue 1 November 2012 17