Arora Engineers Style Guide

Style Guide

Graphic guidelines for internal and external communications

Last updated 08/17/2018

Consistent Visual Branding Requires Consistent Usage

To achieve consistent visual branding throughout all corporate communications and promotional materials, as well as across multiple media, we have established a corporate identity standard to aid you as you create these new materials.

This standards manual provides guidelines for proper branding and includes design and color systems. When using Arora’s corporate identity for any internal or external forms of communication, either for print or electronic media, please follow the guidelines as specified in this document.

Why Are the Guidelines Important?

Brand guidelines exist to assist the internal Arora team and outside vendors in maintaining the integrity of the established design system and the overall brand.

These guidelines illustrate the established design rules and are instrumental in maintaining brand consistency across all materials through which Arora’s prospective and current clients, employees, industry partners, media and other stakeholders experience the brand.

Brand guidelines help Arora maintain strong name and brand recognition by ensuring that all corporate materials and documents are instantly recognized by the firm’s audiences – even when communications may be coming from different offices.

Visual Identity Elements

Corporate Tagline

The tagline is typeset using Trade Gothic Bold No. 2 and should use the Arora blue or orange whenever it is possible.

Rethinking Infrastructure®

Please note that the “®” symbol is set as superscript and it is recommended that unless the type is very small (under 10pts) to set the “®” part of the tagline at 80% of the type size.

The Arora tagline exists independently from the logo, and using the tagline and logo as a joint mark is not recommended.

Always consider whether or not it’s necessary to include the tagline for each specific application – for example: you may not need a tagline on a golf ball or an embroidered shirt.

Corporate Color Palettes

Color Systems

There are four commonly used color systems and each system is used for a specific output process. In print, whenever possible, use the Pantone Matching System (PMS). The colors can also be reproduced through the four color process (CMYK).

Pantone Matching System (PMS) colors should be used for print items that do not include photography as it provides the most accurate and consistent color reproduction. Consider this option whenever is possible (e.g., you can run PMS colors as a 5th/6th color for full-color printing).

CMYK is the system used for full-color printing. The four colors that are used in CMYK printing (cyan, magenta, yellow and black) can be overlapped in different ways to create a reasonable representation of the visual spectrum.

RGB color is used for digital materials (e.g., Word docs, PPT, video) where a monitor will be the main viewing device.

HEX colors are used for web applications; HEX colors are easily recognized by the “#” sign preceding a 6-digit number, which could be all letters, all numbers or a combination of the two.

Pantone

RGB R0 G34 B105

HEX #012169

Pantone

CMYK coated C10 M50 Y100 K0 uncoated C10 M40 Y100 K0

RGB R225 G125 B0

CMYK coated C23 M16 Y13 K46 uncoated C20 M11 Y12 K32

RGB R136 G139 B141

HEX #888B8D

Substitute Cool Gray 6 for PMS 877 metallic when appropriate and use the color separations provided above (e.g., for CMYK or digital jobs).

Corporate Typefaces

Trade Gothic

In order to achieve a cohesive style in all marketing materials, it is critical to make consistent use of the Arora corporate typeface. The primary typeface that has been chosen for Arora’s identity is Trade Gothic with the following font variations: Light, Regular and Bold No. 2.

A typeface (also known as font family) is a set of one or several fonts. Each font of a typeface has a specific weight, style, width, slant, italicization, etc. (i.e., “Trade Gothic Light” or “Trade Gothic Italic”). Trade Gothic was designed by professional type designer Jackson Burke and you should never distort, condense, stretch or alter the corporate typeface in any way.

Trade Gothic: Light, Regular and Bold No. 2

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,!?&%$)

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,!?&%$)

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789(.,!?&%$)

Acceptable Font Substitution

In situations where it is not possible to use Trade Gothic, such as PPT or Word documents, Helvetica or Arial (when Helvetica is not available) can be used.

Note: do not substitute Trade Gothic “Bold” for “Bold No. 2” – these are two separate fonts and using “Bold” instead of “Bold No. 2” will cause your copy to re-flow, producing unpredictable results.

Applications: Corporate Stationery

Desktop Email Signature

Structure, Layout and Typography

Follow the example below when creating your email signature. Please note color, type size and style changes throughout the signature.

1 2

Manik Arora, P.E. President & CEO

3

4 5

Arora Engineers, Inc.

61 Wilmington-West Chester Pike, Chadds Ford, PA 19317

T (123) 123-4567 | C (123) 123-4567 | aroraengineers.com

Web I Twitter I LinkedIn I Connect

1. Name: Arial, 11 pt, bold, orange

2. Title: Arial, 11 pt, blue

3. Company: Arial, 10 pt, bold, blue

4. Address: Arial, 10 pt, blue

5. Social Media Bar: Arial, 9 pt, orange

Mobile Email Signature

Structure, Layout and Typography

New email signatures have been created to compliment Arora’s new branding. To replace the signature on your desktop email client (Outlook), on the web email client (via http://portal.microsoftonline.com) and on your cell phone.

Detailed Instructions are available on SharePoint to provide guidance on doing this. Refer to the following documents for details:

+ Email Signature Policy.pdf

+ Email Signature Procedure.pdf

Corporate Stationery

Please use these guidelines in combination with the provided InDesign and Word templates.

Paper

The recommended paper stock for your corporate stationery is Mohawk Options, Navajo Smooth, Brilliant White (or Mohawk Digital for professional digital printing). We’ve chosen this paper because it’s very smooth and holds ink exceptionally well, which is needed for the heavy ink coverage that Arora stationery has. It is also in alignment with Arora’s clean, modern and techsavvy brand.

In addition, this paper is FSC Certified, made with windpower and is acidfree. For more information and paper samples and swatches, contact your Mohawk representative or visit www.mohawkconnects.com.

Letterhead Templates

We’ve provided the following letterhead templates:

+ InDesign letterhead template that includes all 3 color backs and fronts for Arora Engineers (to work for all offices) and Arora Systems Group (ASG has an extra address line). Each variation is set up as a separate Master page.

+ “ARO-LH-template.docx“ – a word template for electronic letterhead that includes the second sheet, properly set margins and styling for text. We’ve included Illustrator files for the header (a sample Arora Engineers header is included in the files, so that Arora can create a separate letterhead for each office. We’ve also produced a separate Word letterhead for ASG (“ASG-LH.docx”).

+ “ARO-LH-textonly.docx” – a word template for outputting text on your preprinted letterhead with the margins and text styling set up to work with its layout.

INDESIGN LETTERHEAD TEMPLATE

Please note that there are 3 separate textures for each colored back – the files are included with the template.

When producing individual letterhead files for each office, use the following guidelines:

+ All text styling is set via Paragraph and Character styles

+ All current offices should follow the Master Page “A”

+ Should a future office have an extra line of address the vertical orange lines will extend down (like the ASG header)

+ The address information block should remain fixed on the right; the spacing between the information and the vertical lines is also fixed; should the street address column require more horizontal space, it will move to the left (toward the logo)

WORD LETTERHEAD TEMPLATE

When placing the header PNG files into the Word template, make sure that your picture size is set to 100% as Word will often try to reduce the size of the placed file.

FirstName LastName Title email@aroraengineers.com

Business Cards

Please note that there are 3 separate textures for each colored back – the files are included with the template.

When producing individual business card files, use the following guidelines:

+ All text styling is set via Paragraph and Character styles

+ There’s a layer called “diecut” that contains the curved corners dieline for the printer (it’s set to “do not print” in the file so that it won’t be printed by accident)

+ Back: The address information block should not extend below the current baseline – should the street address column require more vertical space, both columns will move up to allow more space while maintaining the baseline

+ Back: The left address should remain fixed on the left edge and will extend to the right as needed

+ Front: The content info block also should not extend below the current baseline – see examples below for adding extra line(s) of copy)

FirstName LastName Title Long Title – 2nd Line email@aroraengineers.com

Applications: Datasheets

Datasheet Templates

Please use these guidelines in combination with the provided InDesign and Word templates.

Paper

Given Arora’s brand attributes – clean, modern, tech-savvy – glossy paper will be working against the impression that Arora wants to create and, therefore, you should only use matte/silk coated papers for your collateral.

We’ve provided several paper options: Sappi Lustro Dull, Appleton Utopia Two/Xtra Green Dull, and Sappi McCoy Matte Cover. Your printer rep should be able to provide you with more information and paper samples.

You could also go with Mohawk Digital for an uncoated option (your stationary paper).

Datasheet Templates

The provided templates are building blocks from which you can create new collateral pieces as needed.

+ All text styling is set via Paragraph and Character styles

+ All color separations are based on coated colors (see p. 5) – you’ll need to adjust if printing on uncoated paper

+ There are two master pages – Master “A” is used for layouts that do not include the sidebar and Master “B” is used for layouts with the sidebar

+ The side and bottom margins outline the boundaries for the content area and there are some guides to help you see the intended alignment of elements (also see the following pages for more information)

+ Please note that in most cases the layouts are set as a 2-column text frame for better presentation of lists (bulleted content) and the copy/ headers are set to “span columns”

Baseline alignment (bottom of the image frame)

Baseline alignment (not top of the text box)

Master “B” style footer

Baseline alignment

The headline is centered vertically within the box

HEADER BOX

+ The box/top bar colors are interchangeable – you can use a blue box with an orange bar, or an orange box with a blue bar

+ The headline can be one or two lines and is set to center vertically within the box – a two-line header is set up so that the baseline of the first line of text lines up to the bottom of the image frame

+ You can use one or two images

Applications: Corporate Documents

Corporate Document Templates

For corporate documents, please use these guidelines in conjunction with the Word templates, which contain style sheets for ease of use. The templates can be found on Sharepoint and include:

+ Manuals and Long Documents

+ Short Documents with Tables and Text

+ Forms

Manuals and Lengthy Documents

When creating a manual or long document, use the template named “Manuals and Long Documents”. This template consists of three pages including:

+ a cover

+ a revision history / table of contents page, and

+ a standard page containing sample formatting

Style sheets exist in this template to utilize for formatting text throughout the document, and a visual representation with specifications follows:

Page 1 Header is an image

36pt. Arial Bold, Blue

11pt. Arial Bold, Orange

11pt. Arial, Black

Footer Text Style Sheet 10pt. Arial, Blue

Heading 1 Style Sheet 16pt. Arial Bold, Blue

Gray Accent Table Style

TOC 1 Style Sheet 12pt. Arial, Black

TOC Heading Style Sheet – 16pt. Arial Bold, Blue

Footer Pipe Style Sheet 10pt. Arial, Orange

Footer Page Number Style Sheet 10pt. Arial Bold, Orange

Paragraph Text 11/14 Arial Style Sheet 11pt. Arial, Black

Subhead Style Sheet 12pt. Arial Bold, Blue

Heading 1 Style Sheet – 16pt. Arial Bold, Blue

Footer Text Style Sheet 10pt. Arial, Blue

Footer Pipe Style Sheet, 10pt. Arial, Orange

Secondary Heading Style Sheet 14pt. Arial Bold, Orange

Footer Page Number Style Sheet 10pt. Arial Bold, Orange

Orange Accent Table Style

Gray Accent Table Style

Numbered List Style Sheet, 11pt. Arial

Use the Document Number Format with Bold, Blue numbers found in the Numbering Library

Short Documents

When creating a shorter document, use the template named “Short Documents with Tables and Text”. This template consists of just one page.

Style sheets exist in this template to utilize for formatting text throughout the document, and a visual representation with specifications follows:

Forms

When creating a form, use the template named “Forms”. This single page document also contains style sheets. A variety of tables are including as a starting point, and a visual representation with specifications follows: