CORPORATE BRAND GUIDELINES
TABLE OF CONTENTS 3
INTRODUCTION
4
THE CORPORATE
4
LOGO SIGNAGE
10
VISUAL HIERARCHY
11
THE CORPORATE TYPOGRAPHY
15
TYPOGRAPHY & TEXT HIERARCHY
17
CORPORATE COLOR SYSTEM
20
CORPORATE STATIONERY
25
THE CORRECT LOGO PLACEMENT
26
CUSTOMIZEDGRID SYSTEMS
34
BRAND PROMOTIONS
36
APPLICATIONS PRODUCTS
39
MEDIA APPLICATIONS
43
UNIQUE SELLING PROPOSITION
INTRODUCTION These guidelines describe the visual and verbal elements that represent Ciclocorse Cycling Studio corporate identity. This includes company name, logo and other elements such as color, imagery, type and graphics. Sending a consistent and controlled message to present a strong, unified image of the company. These guidelines reflect the company commitment to quality, consitency and style. The brand, including the logo, name, colors and identifying elements, are valuable company assets.
01
THE CORPORATE LOGO SIGNAGE Logo is the key building block of your identity, the primary visual element that identifies you. The signature is a combination of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
Introduction
Clearspace and computation
Application
Incorrect Logo Applications
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THE CORPORATE LOGO INTRODUCTION ELEMENTS, CLEARSPACE AND ITS APPLICATIONS CicloCorse Cycling Studio Masterbrand or Corporate Logo comprises two elements, the logo symbol and logo type. The Logo Symbol is a powerful image evoking the culture of design services - the connection between the strength of communication and the different points that influence. It has a particular relationship with the company name. The Logo Type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is Distant Galaxy and Helvetica Neue LT Com has also been chosen to compliment and balance perfectly with the logo symbol.
Logo Type
Logo Mark
DIFFERENT CORPORATE LOGO VERSIONS The corporate logo is presented through the use of colours as well as shape and form. The three corporate colours are Red, Blue and Black. It is a fresh and appealing blend of colours chosen for their strong combination with modern, classic and timeless. The Colours have been selected according to the international standards as shown.
DARK VERSION
The Logo Mark or Logo Symbol Consists of a powerful element evoking the running with the S of the Skeeter name.
VERSIONS The Logo Light Version When the backround color is dark colored.
Recommended formats are: .eps | .ai | .png | .jpg | .tiff Attention: Use of any stylized, animated, hand drawn or other versions of a inofficial logo is not permitted. This undermines the logo brand consistency.
NO OUTLINE VERSION
The Logo Dark Version When the backround color is light colored.
The Logo Type Carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of capital letter in Dark contrast tone of the chosen corporate color. The font that is used here is Distant Galaxy and HelveticaNeue LTCom.
CORPORATE BRAND GUIDELINES
MEANING
The main logo mark represent the focus on the high performance traning either runners or cyclist, building strongers athletes.
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CORPORATE BRAND GUIDELINES
LOGO CONSTRUCTION, CLEARSPACE AND COMPUTATION 0.9
It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
0.9
2.5mm
0.9
7.0mm
15.5mm
FULL LOGO
CLEARSPACE Logo Symbol
Definition Whenever you use the logo, it should be surround with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
1
/2 x
Computation To work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height / 2).
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APPLICATION ON A COLOR BACKGROUND LOGO A
LOGO B
LOGO C
LOGO D
Colored Version
Colored Version
Colored Version
White Version
CORPORATE BRAND GUIDELINES
VISUAL HIERARCHY
02
THE CORPORATE TYPOGRAPHY Typographic hierarchy is another form of visual hierarchy. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for the layouts.
The Corporate Fonts
Secondary Font
Primary Font
Font Hierachy
CORPORATE BRAND GUIDELINES
THE CORPORATE FONTS DISTANT GALAXY FONT HISTORY Derek began designing fonts back in late 1995 under the name of ShyFonts Type Foundry. From 1995-2001, he designed numerous shareware and freeware fonts, releasing well over 100 font families (700+ fonts). After several years of working on various other projects, Derek returned to designing fonts in 2008. He reopened his original foundry under a new name, ShyFoundry Fonts, and continues to design new font families. extremely popular and versatile family. AG Super was developed in 1968 by Günter Gerhard Lange.
DISTANT GALAXY
DESIGNER :
DEREK VOGELPOHL REGULAR
NUMBERS
SPECIAL CHARACTERS
Font family: SF Distant Galaxy Font subfamily: Regular Unique subfamily identification: ShyFoundry: SF Distant Galaxy: 2008 Full font name: SF Distant Galaxy Name table version: Version 2.6 Postscript font name: SFDistantGalaxy Trademark notice: SF Distant Galaxy is a trademark of ShyFoundry. Manufacturer name: ShyFoundry Designer Derek Vogelpohl
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THE TYPOGRAPHY HELVETICA NEUE LT COM FONT HISTORY Neue Helvetica is a reworking of the typeface with a more structurally unified set of heights and widths. It
DESIGNER :
MAX MIEDINGER, LINOTYPE Foundry(ies): D. Stempel AG , Linotype Release Year: 1983 Country of Origin: Germany Classification: Sans Serif, Grotesk Original Format: Film Font
was developed at D. Stempel AG, Linotype’s daughter company. The studio manager was Wolfgang Schimpf, and his assistant was Reinhard Haus; the manager of the project was René Kerfante. Erik Spiekermann was the design consultant and designed the literature for the launch in 1983. Other changes include improved legibility, heavier punctuation marks, and increased spacing in the numbers.
HELVETICA NEUE LT COM EXTRA LIGHT
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
NUMBERS
Special Characters
0 12 3 4 5 6 7 8 9 0 ! “ § $ % & / ( ) = ? ` ; : ¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘ « ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç
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03
TYPOGRAPHY & TEXT HIERARCHY
Headlines Copytext Content
HEADING FOR COPY
Sublines Sections
THE SUBLINES
BigNoodleTitling 10pt Type / 10pt Leading
American Captain 30pt Type / 16pt Leading
Subheading
THE SUBHEDING American Captain 30pt Type / 16pt Leading
Heading
THE HEADER Norwester 149pt Type / -30pt Tracking
Heading
THE HEADER
Nexa Rust Slab 150pt Type / 30 pt Leading
CORPORATE BRAND GUIDELINES
04
CORPORATE COLOR SYSTEM THE PRIMARY COLOR SYSTEM AND COLOR CODES Color plays an important role in the corporate identity program. The colors are recommendations for various media outlet channels. The palette of primary colors has been carefully selected with the comprise of the “One Voice and Tone� message. Consistent use of these colors will contribute to the cohesive and harmonious look of the brand identity across all relevant media. It is recommendable to check with your printer when using the corporate colors so they always be consistent.
CORPORATE BRAND GUIDELINES
PRIMARY COLOR SYSTEM Explanation: The company has three official colors: Red, Black and Blue. These colors have become a recognizable identifier for the company. The main color for the “Ciclocorse” is the red, but depending on the print application can be used the other three as complementary. Dark Blue Primary color will be used for the “Ciclocorse”.
Usage: Use them as the dominant color palette for all internal and external visual presentations of the company.
PRIMARY COLOR
PRIMARY COLOR
COLOR CODES
COLOR CODES
CMYK HSB RGB WEB
CMYK HSB RGB WEB
: 20. 100. 100. 12 : 357. 81. 70 : 181. 32. 37 : #252025
COLOR TONES 100 %
80 %
60 %
: 100. 90. 20. 4 : 233. 70. 50. : 37. 61. 128 : #253d80
COLOR TONES 40 %
20 %
100 %
80 %
60 %
40 %
PRIMARY COLOR
PRIMARY COLOR
COLOR CODES
COLOR CODES
CMYK HSB RGB WEB
CMYK HSB RGB WEB
: 0. 0. 0. 100 : 344. 11. 13 : 35. 31. 32 : #231F20
COLOR TONES 100 %
80 %
60 %
20 %
: 84. 62. 65. 73 : 179. 67. 13 : 11. 34. 34 : #0b2222
COLOR TONES 40 %
20 %
100 %
80 %
60 %
40 %
20 %
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SECONDARY COLOR SYSTEM Explanation: The Secondary colors are complementary to the official colors, but are not recognizable identifiers for the company. Secondary colors should be used in case any seasonal or organization event.
100 %
80 %
60 %
40 %
COLOR CODES
CMYK HSB
: 9. 61. 77. 18 : 19. 66. 74
RGB WEB
: 190.106. 64 : #be6a40
CMYK HSB
: 4. 56. 95.0 : 28. 81. 92
RGB WEB
: 236. 135. 43 : #ec872b
CMYK HSB
: 0. 38. 95.0 : 36. 84. 98
RGB WEB
: 251. 170. 38 : #fbaa26
CMYK HSB
: 0. 38. 96. 0 : 36. 84. 98
RGB WEB
: 251. 170. 38 : #fbaa26
CMYK HSB
: 2. 87. 96. 0 : 9. 82. 91
RGB WEB
: 234. 73. 41 : #ea4929
20 %
CORPORATE BRAND GUIDELINES
05
CORPORATE STATIONERY INTERNATIONAL PAPER STATIONERY Stationery is a primary means of communication and it is essential that every application be a consistent reflection of our corporate identity. There is only one approved design format for all corporate and business unit stationery, although there are slight variations in size and content for different regions of the world. This section illustrates approved layouts for standard U.S. business stationery. It includes specifications for typography, color, printing method, and word processing Stationery brand management guidelines do not include invoices, bills of lading, credit letters, business forms, checks, e-mail tags or other business processes The Company Letterhead The Company Business Cards The Envelope Logo Placement
The Company Letterhead The Company Business Cards The Envelope Logo Placement
BUSINESS CARDS EXPLANATION:
PARAMETER
This shows the approved layouts with the primary elements and a set of vertical or horizontal layout design.
Dimensions 85 x 55 mm
USAGE: The business cards will be used for all official contact and communication of company.
CORPORATE BRAND GUIDELINES
LETTERHEAD EXPLANATION: This shows the approved layouts with the primary elements of the company stationery system for the front- and backside of the letterheads.
USAGE: The letterhead will be used for all official communication that is going out of company.
PARAMETER Dimensions 297 x 210mm
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ENVELOPE EXPLANATION: This shows the approved layout with the primary elements of stationery system for envelopes.
PARAMETER Dimensions 297 x 210mm
BRAND PROMOTIONS For marketing strategy used to relay messages about your company to consumers. It is used to stimulate awareness of your product or service, foster customer loyalty, increase sales, and boost company value.
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THE CORRECT LOGO PL ACEMENT
EXPLANATION:
PARAMETER
To place the logo in the correct way please use one of the approved styles that are shown on the right.
Example 297 x 210mm4
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07
CUSTOMIZED GRID SYSTEMS Grid Systems Vertical Grid Systems A4 Vertical Poster Grid System A3 Horizontal Presentation Grid System Vertical Grid System for Tablets
A4 VERTICAL GRID SYSTEM EXAMPLES
CUSTOMIZED GRID SYSTEMS
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In graphic design, a grid is a structure made up of a series of intersecting straight (vertical, horizontal, and angular) or curved guide lines used to structure content. The grid serves as an armature on which a designer can organize graphic elements (images, glyphs, paragraphs) in a rational, easy to absorb manner. A grid can be used to organize graphic elements in relation to a page, to other graphic elements on the page, or relation to other parts of the same graphic element or shape.
now you can
BRAND PROMOTIONS For marketing strategy used to relay messages about your company to consumers. It is used to stimulate awareness of your product or service, foster customer loyalty, increase sales, and boost company value.
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CUSTOMIZED GRID SYSTEMS A3 VERTICAL GRID SYSTEM EXAMPLES
Example: Poster A3
EXPLANATION: This shows an approved layout with a typography grid for a A3 Poster.
CORPORATE BRAND GUIDELINES
BRAND PROMOTIONS For marketing strategy used to relay messages about your company to consumers. It is used to stimulate awareness of your product or service, foster customer loyalty, increase sales, and boost company value.
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BLENDING MODES FOR IMAGES Image effects and blending modes raise the concision and the recognizability of a brand. Also they are able to divide content and other graphical elements that are used in layouts. In the same way the support statement of the used images and raise application possibilities.
EXAMPLES FOR BLENDING MODES How to: 1) use it in black and white images colours 2) use a placeholder with a yellow back 3) adjust the layer style to “multiplicate�
CORPORATE BRAND GUIDELINES
CUSTOMIZED SCREEN
GRID SYSTEMS
SCREEN HORZONTAL GRID SYSTEM EXAMPLES EXPLANATION: This shows an approved layout with a typography grid for a 16:9 Screen. This will be used for Company presentations in Powerpoint or Keynote.
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TABLET VERTICAL GRID SYSTEM EXAMPLE EXPLANATION: Dixie is getting ready to start her training for her half-marathon. She is training to get ready for the race she runs every year with her daughter. She enjoys every smell on her run, the fallen leaves in the fall, and the view of the sunrise, how the air flows over her body. She can’t wait to see her daughter and enjoy the adventure together. Someone rings the door, and a huge package is there waiting for her!. Inside the box is the most incredible running shoes she has ever seen. They are the same shoes she cut out from a magazine and put up on the fridge. The shoes are made for long runs – very light, with a super high tech cushion and
a totally new style. There is a sweet note inside the shoes from her daughter saying: “Mom, it’s been 12 years of running together. You showed me the love of running. It’s because of you I train everyday and got the scholarship. Last week I won 1st place at the Venice Race, winning the medal for my school! All this is possible because of you. You showed me the discipline and passion for running. Now it is time to run back together again, but this time around the world, fearless with the right shoes. See you at the London Marathon!”
This shows an approved layout with a typography grid for an iPad tablet Poster
Example: Tablet
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BRAND PROMOTIONS
T-SHIRT
Red and Black
CLOTHES CYCLING
The second element of the logo will be in white then the first element will be using the with the primary
MUG
Gradient or solid primary color.
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CORPORATE PROMOTIONAL PRODUCTS Corporate Images are responsible to transfer the values to the customers or the potential customers. It is a composite psychological impression that continually changes with the firm’s circumstances, media coverage, performance, pronouncements, etc. For marketing strategy used to relay messages about your company to consumers. It is used to stimulate awareness of your product or service, foster customer loyalty, increase sales, and boost company value. The company will use various corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, borrower, partner, etc.
SHOPPING BAG Secondary colors
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APPLICATIONS PRODUCTS EXAMPLES OF THE CORPORATE IMAGE IN DIFFERENTS APPLICATIONS AS PROMOTIONAL PRODUCTS
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ENHANCING CUSTOMER’S PERCEPTION REFLECTING A UNIQUE IMAGE. Branded merchandise gets passed along. A survey by the Promotional Products Association International (PPAI) showed that 26 percent of promotional products are passed on to someone else. So, you’re getting at least 26 percent more bang out of every promotional product dollar you spend. People love getting branded merchandise. More than 80 percent of respondents to another PPAI survey said they liked receiving promotional products and more than 50 percent said they’d do business with the company that gave them. And, in a virtual world, branded merchandise is real. It hits any or all five senses: sight, sound, taste, touch, smell.
EXAMPLES OF THE CORPORATE IMAGE IN DIFFERENTS APPLICATIONS AS PROMOTIONAL PRODUCTS
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10
MEDIA APPLICATIONS
CAMPAINGS WITH A MEANING AND IMPACT As part of the Brand strategy proposition and action plan elements the mission, meaning, and value of ciclocorse always need to be consider first for any campaings tactic. The company main mission is to encourage youths, elderly, men, and women to turn their lives into a new safe active -lifestyle. The meaning if focus directly to families, it is a family oriented business where either parents and kids or grandparents can train together in a safe, fun and dynamic way together.
BRAND PROMOTIONS For marketing strategy used to relay messages about your company to consumers. It is used to stimulate awareness of your product or service, foster customer loyalty, increase sales, and boost company value.
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UNIQUE SELLING PROPOSITION
FAMILY ORIENTED BUSINESS WHERE EITHER PARENTS, KIDS OR GRANDPARENTS CAN TRAIN TOGETHER IN A SAFE, FUN AND DYNAMIC WAY TOGETHER.
By Mahiette Tarrago TycoonAd.com
A
5127504426 5127504426
M
mahiette@mahiette.com www.Mahiette.com
E
T
W
now you can
GET IN TOUCH