CI Manual

Corporate Identity Design System Guidebook

May, 2008

Corporate Identity - An Overview The identity is an important asset as it represents the core brand values of Floriana Group. The identity helps the brand create a unique niche, and helps develop a brand image that distinguishes the company within a highly competitive marketplace.

The brand builds on the company's chief strengths and value system, comunicating a balance of sophistication, originality and legacy. From logo to brand image, visual language, colour palettes, photography, advertising and the web - all aspects of the brand system communicates this positioning both visually and verbally. Together, they form consistent, integrated system of brand communciation.

This Corporate Identity manual provides a set of standards that specifies the use of Floriana Group brand. This form of standardization is necessary tool to minimize inconsistent usage of identity, leading to dilution of the main brand. These standards are created to ensure the integrity of the brand is maintained throughout all applications.

Introduction This guidebook outlines the basic design elements of the CI design system used by Floriana and its Group companies.

The Floriana Group’s corporate identity must be effectively and consistently communicated both inside and outside the Company by appropriately applying the basic design element standards laid out in this guidebook for products, packaging, advertising/promotional materials, websites, facilities, and stationery.

To correctly use the design elements, it is essential that we fully understand the standards explained in this guidebook.

Floriana Concept Marble Brand Logo The Floriana Concept Brand logo is the most important design element in CI design system. The brand logo is designed to simply and powerfully promote the Floriana Concept Marble brand.

It features a sharp design element that expresses our commitment to advanced technology and uses the color orange in part of the logo to express our determination to take on the challenge of change.

The brand logo functions as a proof of the quality and reliability of the Floriana Concept Marble in all brand communications

CONCEPT MARBLE

Corporate Brand Color The basic color of the Floriana Concept Marble CI design system is Floriana Orange, which expresses advanced creativity, while reinforcing determination to challenge through its color palette.

Floriana Orange

Reference CMYK C : 0% M : 60% Y : 100% K : 0%

Corporate Brand Logo Color

1

The Floriana Concept Marble brand logo color is a basic color of the brand logo. The Communication Orange expresses our strong determination to take on the challenge of change while Communication Grey expresses our reliability.

1

Floriana Orange

Reference CMYK C : 0% M : 60% Y : 100% K : 0% 2

Floriana Burgundy

3

Floriana Grey-1

Reference CMYK C : 64% M : 44% Y : 36% K : 6% 4

Floriana Grey-2

2 3

CONCEPT MARBLE

4

Reference CMYK C : 25% M : 100% Y : 100% K : 25%

Reference CMYK C : 79% M : 61% Y : 47% K : 31%

Typography Designated fonts are recommended for use to establish a consistent image across a variety of materials, including printed materials and signage. They are also the preferred fonts for corporate information such as addresses and branch and office names.

These designated fonts are not necessarily required to be used for catalogs and advertising materials, for which effective fonts can be selected depending on the purpose, functions and expressions of specific media.

The Myriad Pro has been selected for English text as fonts that harmonize with the brand logo Alternative fonts are only allowed when it is difficult to obtain the designated fonts.

Designated Fonts For English Myraid Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&!%?

Myraid Pro Semi Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&!%?

Myraid Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&!%?

Myraid Pro Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789&!%?

Clear Area of The Brand Logo The brand logo must always be clearly displayed for its symbolic impact and effective appeal. The clear area is the standard amount of blank space for separating and protecting the brand logo from other elements, thereby securing its independence.

0.5x

0.5x 0.5x

Displayed right is an example of the minimum blank space to be secured. For an actual display, allow for a greater amount of blank space than the standard whenever possible.

0.5x

CONCEPT MARBLE

Color Display Standard Basic Color Displays The basic and preferred color display of the brand logo is a positive display that consists of four colors, Orange, Burgundy, Grey and Dark Grey Reverse display Reverse with standard logo unit and white text is permissible as a variation of the basic color display when backgrounds are dark.

CONCEPT MARBLE

CONCEPT MARBLE

Display with Communciation Orange Display with Communication Orange is permissible as a variation of the basic color display when background is Orange. To improve visibility of the brand logo, a white casing is given.

Recommended display with Communciation Orange for enhanced brand visibility.

CONCEPT MARBLE

Color Display Standard: One Color The basic colors for color displays of the brand logo are a positive display and approved variations for reverse displays. However, if only one color can be used due to limitations imposed by printing conditions, characteristics of the material used, or screen display performance, we may use the monochromatic displays that appear on the right.

Black

CONCEPT MARBLE Grey

CONCEPT MARBLE Gold

CONCEPT MARBLE Silver

CONCEPT MARBLE

Tradition of Quality.. Legacy of Leadership

Corporate Office Prem Sadan 11, Rajendra Place, New Delhi - 110 008, India Ph: +91 11 66198000/ 45018000, Fax: +91 11 25749110/ 2/ 3 www.florianagroup.com