UST Global Branding Identity Guidelines

UST Global Branding Identity Guidelines

The UST Global identity system has been developed to accurately reflect our character an consistently express what makes us unique.

This abbreviated guide highlights some of the basic rules and guicelines for using the new brand identity.

Table of Contents Section1 01.01 Primary typography 01.02 Example of using primary fonts 01.03 CMYK color 01.04 Accent color percentage 01.05 Icons 01.06 For web use of icon 01.07 Patterns Section 2 02.01 Brochure Layout 02.02 Examples of brochure layout 02.03 Brochure layout-what not to do Section 3 03.01 Flat drop color icons 03.02 Banner- master grid and background 03.03 Banner master 10(ft)x 10(ft) example 03.04 Banner master 10(ft)x 20(ft) example 03.05 Banner master 36(ft)x 90(ft) example Section 4 04.01 Stationary system principle 04.02 Stationary system-what not to do

Section1 Corporate Typography Colors Icons Patterns Primary typography Example of using primary fonts CMYK color Accent color percentage Icons For web use of icon Patterns

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01.01 Primary typography We use two font choices, Univers and Optima. The following are our guidelines for setting the text.

All body copy will be exactly 4 inches wide. All text justification to the left, not center or right. Text should never be in all Caps, it can be Cap followed by lower case. Never change the leading and tracking. To ensure brand consistency across The UST Global marketing materials, the following font should be used in all printed materials such as brochures, and in all advertising and publicity.

When to use Universe (Bold) is used as the headline when stronger emphasis is needed.

Universe (Bold condensed) is used for the sub-head.

Optima (Regular) is to be used for all other forms of standard body text, bulleted information, and footer,ranging from: stationery, website design, brochures and all forms of general correspondance.

AaBbCcDdEeFfGgHhLiJjKkLlMmNnOoPpQqRrSsTtUu WwXxYyZz1234567890$%&(,.:#!?)

Universe (Bold) AaBbCcDdEeFfGgHhLiJjKkLlMmNnOoPpQqRrSsTtUu WwXxYyZz1234567890$%&(,.:#!?)

Universe (Bold condensed) AaBbCcDdEeFfGgHhLiJjKkLlMmNnOoPpQqRrSsTtUu WwXxYyZz1234567890$%&(,.:#!?)

Optima (Regular)

AaBbCcDdEeFfGgHhLiJjKkLlMmNnOoPpQqRrSsTtUu WwXxYyZz1234567890$%&(,.:#!?)

Universe (Light oblique)

Universe (Light oblique) is used for pullout quote.

abcde

0123

abc www.ust-global.com

Primary typography

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01.02 Example of using primary fonts The following is the example of the proper use of fonts.

Headline font: Universe bold size: 12pt justification: left leading:13 pt tracking: 6

Headline: Universe bold body copy: Optima regular

Sub-head font: Universe bold Cn size:9pt justificaiton: left leading: n/a tracking:25 Body copy font: Optima regular size: 9pt Bulleted information font: Optima regular size: 9pt justification: left leading:10.8pt tracking:6

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Sub-head: Universe bold condensed

Bulleted information: Optima regular

Footer: Optima regular Pullout quote font:Universe light oblique size: 9pt justification: left leading: 10.8pt tracking: 25

Pullout quote: Universe light oblique

Footer font: Optima regular size: 8pt justification: left leading: n/a tracking:6

www.ust-global.com

Example of using primary fonts

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01.03 CMYK color We use three main corporate colors. See below, in addition, are corporate and division colors, and the psychological properties of those colors.

Diagram 1 UST Global red: Communication, trust, intelligence.

UST Global gray: futuristic, expensive, valuable.

UST Global blue: strength, warm, wholesome, passion Color Descriptors: futuristic, expensive, valuable, see Diagram 2.

Color Descriptors: warm, life, sheltering, work, wholesome, secure, see Diagram 3

Corporate main colors C 0 M 99 Y 97 K 0 1

C 92 M 61 Y 0 K 0 Divisions accent colors C 0 M 0 Y 0 K 50

2

C 0 M 0 Y 0 K 20 C 11 M 76 Y 100 K 10

3

Color Descriptors: drive, enterprise, goal, energy, cheerful, see Diagram 4

4

Color Descriptors: enterprise, powerful, luxxury, see Diagram 5

5

Color Descriptors: regal, power, royalty, see Diagram 6

6

Color Descriptors: professional, sophisticated, enduring, expensive, see Diagram 7

7

Color Descriptors: new, young, fresh, cleanliness, see Diagram 8

8

Color Descriptors: bold, trendy, strength, energy, see Diagram 9

C 0 M 0 Y 0 K 20

C 0 M 18 Y 46 K 0 C 1 M 18 Y 100 K 0 C 1 M 9 Y 52 K 20 C 0 M 48 Y 100 K 0 C 0 M 25 Y 52 K 0 C 100 M 100 Y 36 K 13 C 40 M 40 Y 5 K 0 C 86 M 53 Y 34 K 11 C 29 M 0 Y 0 K 11 C 0 M 0 Y 0 K 87

Insurance

Transportation & Logistics Retail& Consumer Goods Banking& Financial Service Manufacturing& Utilities Healthcare

C 0 M 0 Y 0 K 50 C 40 M 0 Y 100 K 0

9

www.ust-global.com

Hi-Tech

C 20 M 1 Y 58 K 0

CMYK color

Media

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01.04 Accent color percentage There are however, accent colors for each division that can be used sparingly in combination with the corporate colors. Division color use should not exceed 5% of the overall colors.

The follow are the examples of percentage use of accent color

Examples

Hi-Tech

Retail& Consumer Goods

Insurance

Banking& Financial Service

Transportation & Logistics

Manufacturing& Utilities

Healthcare

Media

www.ust-global.com

Accent color percentage

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01.05 Icons Shown here are the “Flat” icon design style. It is designed specifically to match each division.

These are to be used only for brochures, stationary, web, and mobile applications. For sizing, any size over120px or smaller than 120px is bad.

Not to do N1: No thick strock around; N2: No flat drop color icons for brochures or stationnary system; N3: No turn the angle of an icon.

Icons for each division

Not to do N1

Hi-Tech

Insurance

Manufacturing& Utilities N2 Healthcare

Media

Retail& Consumer Goods

N3

Banking& Financial Service

Transportation & Logistics “Off” buttons

www.ust-global.com

“On” buttons

Icon variations

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01.06 For web use of icon (Apple design principles)

www.ust-global.com For web use of icon

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01.07 Patterns There are a set of patterns for each division that should never be mixed. The sizing should never be too large and the patterns never be too overwhelming for the page. Patterns should not exceed 20% of overall composition.

Division patterns Hi-Tech

Manufacturing

www.ust-global.com Patterns

Healthcare

Media

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01.07 Patterns There are a set of patterns for each division that should never be mixed. The sizing should never be too large and the patterns never be too overwhelming for the page. Patterns should not exceed 30% of overall composition.

Division patterns Insurance

Banking& Financial service

www.ust-global.com Patterns

Retail& Consumer goods

Transportation& Logistics

Section2 UST Global Brochure Design Principal Brochure layout Brochure layout- what not to do

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02.01 Brochure layout Use of one of these three grid systems in a brochure will depend on the subject matter being presented,but there are three choices for any situation you may come accross, see example below.

Grid

www.ust-global.com Brochure layout

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02.02 Examples of brochure layout The proper used of the grid for the brochure layou, see below.

What to do

www.ust-global.com Examples of brochure layout

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02.03 Brochure layout-what not to do Below are examples of brochure layout-what not to do

N1 Floating text& images: all text and images should adhere to the grid, see example 1.

N2 Curves& Diagnoals on Grid: the grid is all straight lines, do not use curves and diagonals, see example 2&3.

Examples 1 N1

Circles Floaters Wrong Pattern

N7

N3 Circles for text& images: except for icons and info graphics, text and images should not be encased in circles, see example 1&3.

N4 Overuse of accent colors: division accent colors should only be 5% of all the colors used. see example 2&3.

N2

2

Diagonals Overuse of accent colors

N5 Wrongtypography: the typography is set, do not change the font or sizes, and never use all Caps.

N2

3

N6 Wrong color: do not use colors other than the corpprate and division colors.

N7 Wrong Patterns: other patterns that are not specified for the division should never be use, see example 1.

N4

Circles Diagonals Overuse of accent colors

N4 N2

N2

www.ust-global.com Examples of brochure layout-what not to do

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02.03 Brochure layout-what not to do Below are examples of brochure layout-what not to do

N1 Floating text& images: all text and images should adhere to the grid, see example 4,5,& 6.

Examples

N2 Curves& Diagnoals on Grid: the grid is all straight lines, do not use curves and diagonals, see example 6.

Circles Floaters overuse of accent color

4 N4 N3

N1

N3 Circles for text& images: except for icons and info graphics, text and images should not be encased in circles, see example 4.

N4 Overuse of accent colors: division accent colors should only be 5% of all the colors used. see example 4&6.

5 N5

Diagnoals Floaters Wrong color Wrong typography

N2

N6

N1

N5 Wrong typography: the typography is set, do not change the font or sizes, and never use all Caps, see example 5.

6 N4

N6 Wrong color: do not use colors other than the corpprate and division colors, see example 5.

N7 Wrong Patterns: other patterns that are not specified for the division should never be use, see example 1.

N2

Curve Floaters Overuse of accent colors N1

www.ust-global.com Examples of brochure layout-what not to do

Section 3 UST Global Banner Design Principal Flat drop color icons Banner-master grid and backgound Banner master 10(ft)x10(ft) example Banner master 10(ft)x20(ft) example Banner master 36(ft)x90(ft) example

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03.01 Flat drop color icons The flat drop color icon are specifically designed for banners. Do not use these icons for brochure or stationary system.

Not to do N1: Never change icon color. N2: Never change the angle of the shadow.

Icons for each division

Not to do N1

Hi-Tech

Insurance

Manufacturing& Utilities N2

Healthcare

Media

Retail& Consumer Goods

Banking& Financial Service

Transportation & Logistics

www.ust-global.com Flat drop color icons

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03.02 Banner-master Grid& background When creating a banner advertisement, it is important to maintain typographic consistency throughout the document. Consistency is maintained by adhering to the proper fonts and sizes listed. There are three different size banners :10’ x 10’, 10’ x 20’. and a 36” x 90” sizes. Each of the three banner templates have a specific typographic size that is to be used.

Backgorund

Grids

10’x10’& 10’x20’ Background opacity should be no greater than 20%. Gradient opacity should be no greater than 65%.

36’x90’ Background opacity should be no greater than 20%. Gradient should be placed at the top and at the botteom of the banner stating at pure white 100% opacity to 0% opacity. The gradient slider location should be at 30%.

Grids Margins 10’x10’ Left&right:7.45” Top:5.7482” Bottom:6.83” 10’x20’ Left&right:1” Top:1.167” Bottom:1” 36’x90’ Left&right:2.7222” Top:3.625” Bottom:8.4861”

www.ust-global.com Banner master grid& background

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03.03 Banner master 10(ft)x 10(ft) example The UST Global banners master 10(ft) x10(ft) example (Template has no scaling).

Headline Font: Universe 65 Bold Size: 290 pt.

Leading: 348 pt.

Tracking: 0 Sub-head Font: Universe 67 Bold Condensed Size: 80 pt.

Leading: 96 pt.

Tracking: 0 (center Alignment) Quote Font: Universe STD 67 Bold Condensed Size: 200 pt.

Leading: 240 pt.

Tracking: 0

Typography-Align the to the left, center the subtitles.

10(ft) x10(ft) example

Headline

Sub-head Body Copy

Body Copy Font: Optima Regular Size: 114 pt.

Leading: 127.25 pt.

Tracking: 0 Footer Font: Optima Regular Size: 180 pt.

Leading: 216 pt.

Tracking: 0

Icons

Footer

Icons Social Icon: 4.9616”x 4.9616” Industry Icons: 8.767x8.767 There should be around a 2-1 ration between the icons

www.ust-global.com Banner master 10(ft)x 10(ft) example

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03.04 Banner master 10(ft)x 20(ft) example The UST Global banners 10(ft)x 20(ft) master example (Template is scale down 1:10).

The template for the 10’ x 20’ banner has been scaled down to be able to be used in Adobe Illustrator so there are sizes for the typography in the scaled down version as well as the version at 100% of size, see below.

Headline Font: Universe 65 Bold Size: 48 pt.

Leading: 57.6 pt.

Tracking: 0 Sub-head Font: Universe 65 Bold Condensed Size: 36 pt.

Leading: 43.2 pt.

Tracking: 0 (center Alignment) Quote Font: Universe STD 67 Bold Condensed Size: 21 pt.

Leading: 24.99 pt.

Tracking: 0 Body Copy Font: Optima Regular Size: 18 pt.

Leading: 21.6 pt.

Tracking: 0

Typography-Align all the typography centered Examples 10’ x 20’ Banner (100% size) • Typography – Align the to the left, center the sub titles • Headline = Universe 65 Bold, 290 pt. font, 348 pt. leading, 0 tracking.

• Quote = Universe STD 67 Bold Condensed, 200 pt. font, 240 pt. leading, 0 tracking • Body Copy = Optima regular, 114 pt. font, 127.25 pt. leading, 0 tracking • Footer = Optima regular, 180 pt. font, 216 pt. leading, 0 tracking • Sub titles = Universe 67 Bold Condensed, 80 pt. font, 96 pt. leading, 0 • tracking (center alignment) Sub sub head

Headline

Sub-head

Footer Font: Optima Regular Size: 18 pt.

Leading: 21.6 pt.

Tracking: 0 Sub titles Font: Universe 67 Bold Condensed Size: 12 pt.

Leading: 14.4 pt.

Tracking: 0

Footer

www.ust-global.com Banner master 10(ft)x 20(ft) example

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03.05 banners master 36(ft) x90(ft) example The UST Global banners master 36(ft) x90(ft) example (Template has no scaling).

Headline Font: Universe 65 Bold Size: 250 pt.

Leading: 300 pt.

Tracking: 0 Sub-head Font: Universe 65 Bold Condensed Size: 175.85 pt.

Leading: 211.02 pt.

Tracking: 0 (center Alignment) Quote Font: Universe STD 45 Light Oblique Size: 150 pt.

Leading: 153.31 pt.

Tracking: 0

There is a set of 4 banners 360 Service-There should be an info graphic with tag line.

Industry Served- Division icons and their titles Our Purpose- A brief company mission statement End to end solution- Info graphic demonstrating collaboration to create ideas and solutions.

Typography-Align all the typography centered 36(ft) x90(ft)

Headline Sub-head

Body Copy Font: Optima Regular Size: 100 pt.

Leading: 146.61 pt.

Tracking: 0 Footer Font: Optima Regular Size: 80.45 pt.

Leading: 96.54 pt.

Tracking: 0 Sub titles Font: Universe 67 Bold Condensed Size: 80 pt.

Leading: 96 pt.

Tracking: 0

Footer

Icon

Sub Titles

Icons Social Icon: 2.162”x2.162” Industry Icons: 7.7239x7.7239” There should be around a 2-7 ration between the icons

www.ust-global.com Banner master 36(ft)x 90(ft) example

Body Copy

Section 4 UST Global Stationary System Design Principal Stationary system standard stationary system-What not to do

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04.01 Stationary system principle For the stationary system, we have a grid sysyem that shall be adhered to. The grid includes an organic shape header that is to be used for holding the specific division pattern of a particular document.

The Logo

Design

The logo should be placed in the top left corner along the top and left side margin.

Dimensions: 1.5167 in by 0.4135 in.

The background design should be placed along the design guide The design should go from edge to edge of the page The design background should be set to 10-15% Opacity behind the Logo Be sure to refer to the What Not to Do folder to see how not to set the background pattern The flat pattern shape behide logo could be division color

Text For type in indesign template provided use character syles& paragraph styles found under type in main menu. scroll down to paragraph in character styles, this will open the window.

Select the copy you want to typographically change, for example, body copy. Once selected, click on body copy in paragraph style window.

This will automatically change the text to the “body copy setting.”

Grid

Example

Each text box should be aligned to the grid lines.

Under Layers, make sure to turn off the “Grid” layer when printing. If left on, the design guideline will be visible.

Bulleted info Bullets: Repeat same process, but select “ bulleted info.”

The footer should be placed in the bottom left corner along the bottom and left side margin.

Thetext must “Align bottom”.

www.ust-global.com Stationary system principle

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04.02 Stationary system-what not to do The division specific background patterns are to be used sparingly, and only within the organic stationary header shape. Pattern opacity shall not be less than 5% and no greater than 20%.

What to do

Not to do

www.ust-global.com Stationary system-what not to do