Page 1

PT identity manual

Commercial brands 2.3.2 - meo

Brand manual

V.EN2 - 27 Abril 2011


PT identity manual

Commercial brands 2.3.2 - meo

Strategic elements

meo brand strategy elements X xxx xxxxxxxxxx xxxx x xxxxxxxx xxxxx xx xxxxxxx xx xxxxxxxxxxxxxx xxxxxx, xxxxxxxxxxxxxxx xx xxxxxxxx xxxxxxxxxx xx xxxxxxxxxx, xxxxxxxxxxxx x xxxxxxx xxxxxxxxxxxx xxx xxxx xxxxx. Xx x xxxxxxxxxx, x xxx xxxxxx xx xxxx xxxxxxxxx xxxxxxxx: - xxxxxxxxxxxxxxxxxxxx xxx x xxxxxxx, xxxxxxxxxxxxxx xxxxxx xxxxxxx, xxxxxx x xxxxxxxxx; - xxxxxxxxxx, xxxxxxxxx xxxxxxxx xx xxxxxxxxxxxx x xxxxxxx xxx xxxxxxx xxx x xxxxx xx xxxxxxxx x xxxxxxx xxx xxxxxxxxxxxx xxxx; - xxxxxxxxxxxxxx, xxxxxxxxxx xxxxxxxx x xxxxxxx xx xxxxx xx xxxxxxxx xxx xxxxxxxxxxx. X xxxxxx xxx xxxxxxx xxxxxxxxxxxx xxx xxxxxxxx xxxxxxx:

Xxxxxxx Xxxxxxxxxxx Xxxxxxxxxxxx Xxxxxxxxx Xxxx Xxxxxxxxx

Xxxxxxxxx xx xxxxx xx xxxxxx x xx xxx, xx xxxxx xxxxxxxxx xx xxxxxxx x xxxxx xxxxxxxxxxx, xx xxxxxxxxxxxxxxxx xxx xxxxxxxxx xxxxxxxx xx xxxxxxxxxxxxxxxxx, xx xxxxxx xx xxxxxxxxx.

Xxxxxxx xx xxxxxxxxxx xx xxxxxx, xxxxxxxxx xxxxxxx xxx xxxxxxx, xxx xxxxxxxxxxxxx xxxxxxxxxx xxx xxx xxxxxxx.

Xxxxxxxxx xx xxxxx xx xxxxxx x xx xxx, xx xxxxx xxxxxxxxx xx xxxxxxx x xxxxx xxxxxxxxxxx, xx xxxxxxxxxxxxxxxx xxx xxxxxxxxx xxxxxxxx xx xxxxxxxxxxxxxxxxx, xx xxxxxx xx xxxxxxxxx.

Xxxxxxx xx xxxxxxxxxx xx xxxxxx, xxxxxxxxx xxxxxxx xxx xxxxxxx, xxx xxxxxxxxxxxxx xxxxxxxxxx xxx xxx xxxxxxx.

Xxxxxxxxx xx xxxxx xx xxxxxx x xx xxx, xx xxxxx xxxxxxxxx xx xxxxxxx x xxxxx xxxxxxxxxxx, xx xxxxxxxxxxxxxxxx xxx xxxxxxxxx xxxxxxxx xx xxxxxxxxxxxxxxxxx, xx xxxxxx xx xxxxxxxxx.

Xxxxxxx xx xxxxxxxxxx xx xxxxxx, xxxxxxxxx xxxxxxx xxx xxxxxxx, xxx xxxxxxxxxxxxx xxxxxxxxxx xxx xxx xxxxxxx. P. 03


PT identity manual

Commercial brands 2.3.2 - meo

Introduction

The aim of this manual is to establish a set of rules and recommendations that seek to ensure correct implementation of the main elements of meo. It is essential that everyone involved cooperates in complying with and applying these rules, in order to ensure a coherent and uniform visual identity. We know we can rely on you. Thank you.

P. 04


PT identity manual

Identity Logo

Colours

Typography

Additional element

Commercial brands 2.3.2 - meo

Visual elements Composition Colour versions Protection area and minimum dimensions Location in the layout Applications on backgrounds Incorrect usage Proportionality of the PT endorsement Location of the PT endorsement Claim Logo extensions Main colour Supplementary colours Myriad Pro Arial “Command arrows� in 2D

Contents

P. 07 P. 08 P. 09 P.10 P. 11 P. 12 P. 13 P. 14 P. 15 P. 16 P. 17 P. 18 P. 19 P. 20 P. 21 P. 22

P. 05


PT identity manual

Commercial brands 2.3.2 - meo

Identity

Visual elements The visual identity of meo has 4 basic elements: logo, colours, typography and an additional element.

Logo

Colours

Typography

Additional element

Myriad Pro The meo logo consists in a fixed relation of proportion and position between the “tag” and the letters “meo”.

The main colour of meo is black. However, colours from the PT supplementary palette may be used.

The meo font is Myriad Pro. It is a font with necessary characteristics to create a clear and legible message.

The objective of the “command arrow” is to energize the meo brand communication.

P. 07


PT identity manual

Commercial brands 2.3.2 - meo

Logo

Composition The meo logo consists in a tag and the letters meo. These two elements have an unique relation of position and proportion between them.

Construction The calculation of the distance between the letters “meo” and the margins of the tag were settled on the measurement X (width of the “m” stem).

x x x x x x

xxxxxx

x x x

P. 08

xx


PT identity manual

Commercial brands 2.3.2 - meo

Logo

Colour versions One colour variant of meo logo was defined. This version is suitable for use in polychrome and monochrome, even when the method of reproduction has low resolution like a fax or photocopier.

Single version – polychrome/monochrome

P. 09


PT identity manual

Commercial brands 2.3.2 - meo

Logo

Protection area and minimum dimensions To preserve the integrity and legibility of the meo it was established a: - protection area regarding other graphic elements; - minimum dimensions for reproduction.

2X

Minimum printing dimensions

14 mm Minimum screen dimensions

2X

2X

x

Protection area Its limits were determined on the measurement X (width of the “m� stem).

P. 10

2X

60 pixels Minimum dimensions Minimum dimensions for reproduction were settled to guarantee the logo legibility. These limits were calculated regarding the logo’s shape and the different reproduction media (printed material/screen visualisation).


PT identity manual

Commercial brands 2.3.2 - meo

Logo

Location in the layout

2Y 3 mm

In the artwork development of printed material a margin of 3 millimetres bleed must always be maintained.

Y Right margin of the layout

Left margin of the layout

Minimum distance to the top

The meo logo must be aligned to the left or right margin. The logo protection area on the margin side may be ignored.

2Y

Minimum distance to the bottom

3 mm

P. 11


PT identity manual

Commercial brands 2.3.2 - meo

Logo

Applications on backgrounds The background examples illustrated below provide the preview of the colour behaviour. Don’t use them as a reference for the backkground shape. The meo logo cannot be placed in a box, it must stand alone.

White background – coloured

PT blue background

Light photographic background

White background – one colour (black)

Black background - coloured

Background in a supplementary colour

Dark photographic background

Black background – one colour (white)

P. 12


PT identity manual

Commercial brands 2.3.2 - meo

Logo

Utilizações indevidas Changing the logo harms the coherence and perception of its identity, compromising its goals.

The logo must always be applied in a conscious way, respecting its integrity. The examples below are applied to all logo variants.

Incorrect proportionality relation between the elements

Use in perspective

Use of the logo in white

Incorrect location in the layout

Use of a wrong colour in the word “meo”

Use of secondary colour in the tag

Use without a tag on a background from the supplementary colour palette

Use with a transparent meo logo

P. 13


PT identity manual

Commercial brands 2.3.2 - meo

Logo

Proportionality of the PT endorsement In order to reinforce the sapo brand credibility, the use of the PT endorsement is always recommended. The proportionality between the two logos should never exceed the fixed limit.

Behaviour on any background

The PT logo takes on the meo brand colour when they are applied together.

Behaviour on a meo black background

h = height h = height

h = (maximum) h (maximum)

Limit The PT logo must be less than or equal to to the measurement “h” (height of the meo logo) when used as endorsement.

Colour models for the reproduction of the PT logo The polychromatic version of the PT endorsement logo for the meo brand has two colour model variants: - CMYK colour model (four-colour) - PMS colour model (black Pantone – process) The PMS variant consists of the direct colour (black) and must always be used whenever four-colour reproduction is not necessary. P. 14


PT identity manual

Commercial brands 2.3.2 - meo

Logo

Location of the PT endorsement It is recommended that the sapo logo is located in the upper left corner of the layout. The endorsement must be placed on the opposite side, at the top. When this rule is not applicable, the endorsement must

be placed in the lower left corner, under the sapo logo, lined up with the left side of the “m�. It is not recommended to put the PT endorsement near the meo logo.

Location

Letterhead - Top (preferred use)

Envelope - footer (alternate use)

P. 15


PT identity manual

Commercial brands 2.3.2 - meo

Logo

Claim The logo and the claim are related to each other through a vertical space equivalent to the measurement “x”, as shown below.

Behaviour on any background The signature must be in black

The claim begins on an imaginary line matching with the beginning of the first leg of the “m” and ending at the end of the “o”. The claim is in NeoTech Pro Regular font.

Black meo background The signature must be in white

x

x

o comando é meu

P. 16

o comando é meu


Commercial brands 2.3.2 - meo

PT identity manual

Logo

Logo extensions The logo with extensions is used to identify products or services and it must always be on the left margin of the layout.

Behavior on any background The extension should be in black

The extension is separated horizontally by a space equivalent to twice the measurement “x” after the meo logo, as shown below. The extensions are in NeoTech Pro Regular font.

Black meo background The extension should be in white

x

satélite

xxxx

satélite

xx

x

mobile

xxxx

mobile

xx

x

videoclube

xxxx

videoclube

xx

P. 17


PT identity manual

Commercial brands 2.3.2 - meo

Main colour The main colour of the meo brand is meo black. Any colour model that is not included in this manual must use Pantone as a reference.

Meo black Pantone: Black CMYK: C: 0% M: 0% Y: 0% K: 100% RGB: R: 0 G: 0 B: 0 Web: #000000 RAL: 9005 Jet black Vinyl: 3M Scotchcal : 100-12

P. 18

Colours


Commercial brands 2.3.3 - sapo

PT identity manual

Colours

Supplementary colours The supplementary colour palette consists of 5 colours: supplementary yellow, supplementary green, supplementary blue, supplementary purple and supplementary pink.

The supplementary palette colours can be used tranversally in all PT Group media communication.

Supplementary Yellow

Supplementary Green

Supplementary Blue

Supplementary Purple

Supplementary Pink

Pantone: 1235 C

Pantone: 382 C

Pantone: 302 C

Pantone: 2603 C

Pantone: 214 C

CMYK: C: 0% M: 35% Y: 100% K: 0%

CMYK: C: 35% M: 0% Y: 100% K: 0%

CMYK: C: 100% M: 50% Y: 10% K: 60%

CMYK: C: 75% M: 100% Y: 0% K: 5%

CMYK: C: 0% M: 100% Y: 25% K: 5%

RGB: R: 231 G: 176 B: 18

RGB: R: 190 G: 214 B: 0

RGB: R: 0 G: 65 B: 101

RGB: R: 110 G: 37 B: 133

RGB: R: 201 G: 0 B: 98

Web: #E7B012

Web: #BED600

Web: #004165

Web: #6E2585

Web: #C90062

RAL: 1028 Melon yellow

RAL: (no reference in catalogue)

RAL: 5003 Sapphire blue

RAL: (no reference in catalogue)

RAL: 4010 Telemagenta

Vinyl: 3M Scotchcal 100-25

Vinyl: 3M Scotchcal 100-449

Vinyl: 3M Scotchcal 100-724

Vinyl: 3M Scotchcal 100-265

Vinyl: 3M Scotchcal 100-454

P. 19


PT identity manual

Commercial brands 2.3.2 - meo

Typography

Myriad Pro The institutional font for the communication of all PT Group brands is Myriad Pro. It has the necessary characteristics to create a clean and legible message.

In order to maintain coherence among all communication material, the following weights are recommended: Light, Regular, Semibold, Bold and Black and their variants in italic.

ABCDEFGHIJKMN OPQRSTUVWXYZ Myriad Pro abcdefghijklmno pqrstuvwxyz P. 20


PT identity manual

Commercial brands 2.3.2 - meo

Typography

Arial If a default font is needed, for internal applications or presentations, we recommend the use of Arial. Its versatility allows it to be used successfully in printed and

digital media. The use of Regular and Bold weights (and their italic variants) are recommended.

ABCDEFGHIJKMN OPQRSTUVWXYZ Arial abcdefghijklmno pqrstuvwxyz P. 21


PT identity manual

Commercial brands 2.3.2 - meo

Additional element

“Command arrows� in 2D The command arrows used in the communication of meo. It reminds of television universe and ensures energy and flexibility to brand positioning.

P. 22

They are used mainly in the points of sale or shops. The command arrows do not have a fixed relation of proportion and position with meo logo.


P. 23


PT identity manual

DMP/EMT

Commercial brands 2.3.2 - meo

V.EN2 - 27 Abril 2011

MEO MANUAL  

Este trabalho foi desenvolvido em InDesign

Read more
Read more
Similar to
Popular now
Just for you