SM Identity Guidelines v01252013

Page 1

How We Look Specific Media Identity Guidelines

V.01252013



Contents 1.0

2.0

3.0

4.0

Logo 1.1

Introduction

1.2

Logomark

1.3

Logotype

1.4

Group

1.5

Institute

1.6

Usage

1.7

Do’s and Don’ts

Color Palette 2.1

Introduction

2.2

Primary - Corporate

2.3

Secondary - Expression

Typography 3.1

Overview

3.2

Primary Typefaces

3.3

Alternate Typefaces

3.4

Alternate Sub Typefaces

3.5

Styles

3.6

Alignment

3.7

Type Specs

Brand Guardians Useful Contacts


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Specific Media Identity Guidelines: How We Look | Logo

1.0

Logo


5

1.1

Specific Media Identity Guidelines: How We Look | Logo

logo

Introduction In order to maintain the integrity of our brand indentity, we must all be diligent and consistent in the application of our logo. The Specific Media logo is a combination of the ‘SM cube’ logomark and the Specific Media logotype. The logomark and logotype have a fixed relationship and should never be altered or embellished in any way. Modification of any kind will dilute its strength and recognition. Our logo has been carefully constructed and therefore must always be reproduced from the master artwork. Logo artwork is available, by request, from the Marketing department.

Logomark

Logotype


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Specific Media Identity Guidelines: How We Look | Logo

1.2

Logo

Logomark Our logomark serves as the cornerstone of our identity; it is the unifying element across all of our communications. It plays a crucial role in all of our brand executions and is the DNA from which all of our graphic elements are drawn. The Specific Media logomark is the primary visual representation of our brand and should accompany the Specific Media logotype on all corporate, marketing and product communications. The logomark is created by the shape of a monitor or screen and the initials of the Specific Media name. The weight and form of the initials ‘S’ and ‘M’ are as important as the counterform of the rounded cube. There may be some instances when it is permissible to use the logomark alone as an identifier or large graphic, but it is never to be used in trivial applications such as text bullets, page folios or border patterns.


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Specific Media Identity Guidelines: How We Look | Logo

1.3

logo

Logotype The Specific Media name sits on a single line and is set in a slightly modified version of the Interstate Bold typeface. This typeface is chosen for its visual strength, readability and timelessness. The name alone, is never to be in any other typeface. Consistent reinforcement of our logotype is crucial when placed in context with client, agency and partner brand logos.


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Specific Media Identity Guidelines: How We Look | Logo

1.4

logo

Group Group Master Logo Color Positive The full color version appears on white or very light backgrounds.

Group Master Logo Color Negative The full color white-out version is used against black or very dark

Group Master Logo Mono black The solid color solid variation is for reproduction where halftones are not available.

Group Master Logo Mono white White-out version of the solid color solid Logo for use against a dark background where halftones are not available.


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Specific Media Identity Guidelines: How We Look | Logo

1.5

logo

Institute Group Master Logo Color Positive

institute

The full color version appears on white or very light backgrounds.

Group Master Logo Color Negative

institute

The full color white-out version is used against black or very dark

Group Master Logo Mono black

institute

The solid color solid variation is for reproduction where halftones are not available.

Group Master Logo Mono white

institute

White-out version of the solid color solid Logo for use against a dark background where halftones are not available.


10

Specific Media Identity Guidelines: How We Look | Usage

1.6

logo

Usage Exclusion Zone In order to maxize its presence, the Specific Media logo needs space around it. A protective area or exclusion zone around it prevents any graphic elements interfering with its integrity.

Preferred Size When using the logo on A5/A4 size documents the preferred size is no smaller than 48mm in width.

48mm

Minimum Size

20mm

Always use the logo at size no smaller than 20mm in width. There is no maximum size.

Alternate Stacked Logo

Alternate Stacked Logo Preferred Size When using the logo on A5/A4 size documents the preferred size is no smaller than 48mm

20mm Alternate Stacked Logo Minimum Size Always use the logo at size no smaller than 10mm in width. There is no maximum size.

10mm Exceptions There will be occasions when the exclusion zone is not possible or practical. For example on merchandising or a web banner where the available space is extremely limited an alternative logo may be needed.


11

Specific Media Identity Guidelines: How We Look | Do’s and Don’ts

1.7

logo

Do’s and Don’ts

DO use the logo in accordance with the guidelines set out in this book.

institute

DO ensure our logo is always reproduced from master artwork that is available from our marketing department.

DO NOT change the position of any separate elements in the master logo.

DO NOT distort the logo or change its proportions.

DO NOT change the color of the logo or use any shadows or effects.

DO NOT use the logo over an image that does not have enough contrast.


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Specific Media Identity Guidelines: How We Look | Color Palette

2.0

Color Palette


13

2.1

Specific Media Identity Guidelines: How We Look | Color Palette

color palette

Introduction Used in conjunction with the other brand elements, our color palette should enhance our message and the brand, delivering creative, dynamic and appropriate-looking collateral to our target audience. Ultimately, color can help us convey our unique, forward-thinking values, while helping us differentiate ourselves from the competition.


Specific Media Identity Guidelines: How We Look | Color Palette

14

Pantone CMYK

151 C 0 65 100 0

RGB

255 121 0

HEX

#F77F00

90%

80%

70%

60%

50%

40% Pantone CMYK 30%

20%

10%

Black 0 0 0 100

RGB

000

HEX

#000000


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Specific Media Identity Guidelines: How We Look | Color Palette

2.2

CoLor PALETTE

Primary - Corporate Our corporate colors have been chosen to give Specific Media a dynamic look. Specific Media Orange is used as the color for our logo in both online and ofine collateral. It helps us portray our values by being vibrant, warm, passionate, and human. Specific Media Gray is professional, smart, and stylish. It is used to give emphasis to the logotype when used on stationery and to provide a strong base for contrast with our secondary-expression color palette.

90%

80%

70%

60%

50%

40%

30%

20%

10%


Specific Media Identity Guidelines: How We Look | Color Palette

16

Specific Media Green 90%

80%

Pantone

70%

60%

50%

40%

30%

20%

10%

70%

60%

50%

40%

30%

20%

10%

70%

60%

50%

40%

30%

20%

10%

368 C

CMyk

63 0 97 0

rGB

105 190 40

HEx

#69BE28

Specific Media Teal 90%

80%

Pantone

3262 C

CMyk

00C0B5

rGB

0 192 181

HEx

#00C0B5

Specific Media red 90%

Pantone CMyk

80%

1795 C 0 96 90 2

rGB

205 32 44

HEx

#CD202C


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Specific Media Identity Guidelines: How We Look | Color Palette

2.3

CoLor PALETTE

Secondary - Expression A range of vibrant colors, which reect the passion, imagination, care, and trust of Specific Media. These colors feature in the illustrations of our visual identity and are used to bring life and dynamism to our collateral.

Specific Media Purple 90%

80%

Pantone

70%

60%

50%

40%

30%

20%

10%

70%

60%

50%

40%

30%

20%

10%

2587 C

CMyk

66 76 0 0

rGB

130 75 176

HEx

#824BB0

Specific Media Gray 90%

Pantone

80%

423 C

CMyk

47 37 39 3

rGB

142 144 143

HEx

#8E908f


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Specific Media Identity Guidelines: How We Look | Typography

3.0

Typography

Helvetica Neue

Roman / Light / Bold / Black

Inte

Regular /

Arial

Regular / Bold


19

3.1

Specific Media Identity Guidelines: How We Look | Typography

Typography

Overview We have a range of fonts that can be used across our marketing collateral. Each one has a distinctive character and has been specially chosen to complement our brand values and help us create the appropriate look for our message.

e LT PRO

erstate

/ Light / Extra Light / Bold


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Specific Media Identity Guidelines: How We Look | Typography

3.2

typography

Primary Typefaces

Interstate Interstate Regular a b c d e f g h i j k lm n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz 0123456789 Interstate Light abcde f g h i j k lmnop q r stuvw x y z abcdefghijklmnopqrstuvwxyz 0123456789 Interstate Extra Light abcdefghij klmnop qrstuvwxyz abcdefghijklmnopqrstuvwxyz 0123456789 Interstate Bold abcde f ghi j k lmn o p q r stu v w x y z abcdefghijklmnopqrstuvwxyz 012 3456789 Interstate Character Set a ä á à â 㪠b cçd ð eëéèêf i lg h ı ï í ì î j k lłm n ñ o ö ó ò ôõpþqrsšstuüúùûvwxyÿzæaéøoeå ¹ ⁄ @ ¡ ! ¿ ? ” ’ ˚ % ‰ & ( ) [ ] { } * ˚ ´ ` ¨ ˜ ~ ˆ ^ ˇ ¯ ˙ ˘ ˝¸ ˛· • / \ | ¦ , . ; : … ‘ ’ “ ”„ « » ‹ › _ - – — − + = ≠≈¬ < > © ® # §° † ‡ √Δ ◊ ¶ ¢ $ ¥¤ Ω Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations.


21

Specific Media Identity Guidelines: How We Look | Typography

3.3

typography

Alternate Typefaces

Helvetica Neue LT Pro Helvetica Neue LT Pro Regular a b c d e f g h i j k l m nop q r s t u v w x y z abcdefghijklmnopqrstuvwxyz 012 3 4 5 678 9 Helvetica Neue LT Pro Light abcdefghijklmnopqrstuv wx yz abcdefghijklmnopqrstuvwxyz 0 12 3 4 5 6 7 8 9 Helvetica Neue LT Pro Bold abcdefghijklmnopqrstuv wxyz abcdefghijklmnopqrstuvwxyz 012 3 4 5 678 9 Helvetica Neue LT Pro Character Set a ä á à â ã ª b c ç d ð e ë é è ê f i l g hı ï í ì î j k l ł m n ñ o ö ó ò ôõpþqrsšstuüúùûvwxy ÿzæaéøoeå ¹ ⁄ @ ¡ ! ¿ ? ” ’ ˚ % ‰ & ( ) [ ] { } * ˚ ´ ` ¨ ˜ ~ ˆ^ ˇ ¯ ˙ ¸˘ ˛˝ · • / \ | ¦ , . ; : … ‘ ’ “ ”„ « » ‹ › _ - – — − + = ≠ ≈ ¬ < > © ® # § ° † ‡ √ Δ◊¶ ¢ $ ¥ ¤ Ω

Helvetica Neue LT Pro is used for all body text in digital communications only. This clear modern typeface provides excellent legibility when used at smaller sizes in dense paragraphs.


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Specific Media Identity Guidelines: How We Look | Typography

3.4

typography

Alternate Sub Typefaces

Arial Arial Regular abcdefghijklmnopqrstuv w x yz abcdefghijklmnopqrstuvwxyz 012 3 4 5 678 9 Arial Bold ab c d e f g h i j k l m n o p q r s t u v w x y z abcdefghijklmnopqrstuvwxyz 0123 4 5 678 9 Interstate Character Set a ä á à â 㪠bcç d ð eëéèêfi lg hıï íì îj k lłm n ñ o ö ó òôõpþqrsšstuüúùûvwxy ÿzæaéøoeå ¹ ⁄ @ ¡ ! ¿? ” ’ ˚ % ‰ & ( ) [ ] { } * ˚ ´ ` ¨ ˜ ~ ˆ ^ ˇ ¯ ˙ ˘ ˝ ¸ ˛ · • / \ | ¦ , . ; : … ‘’ “ ”„«»‹›_ - – — −+= ≠ ≈ ¬ <> © ® # §°† ‡ √Δ◊ ¶¢$ ¥ ¤Ω

Arial is the typeface to use on all documents where the Primary or Alternate typefaces are unavailable or inappropriate. This avoids the risk of documents being reflowed and displayed in random system default typefaces.


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Specific Media Identity Guidelines: How We Look | Typography


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Specific Media Identity Guidelines: How We Look | Typography

3.5

typography

Styles

Interstate is Our Creative Headline Font Interstate is used for secondary headlines Interstate is used for call-outs Interstate is used for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations. Interstate is used for creative headlines and for all body text. Interstate is for section titles Interstate is used for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations. Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations.

Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable.

�Interstate Bold Italic is used for quotations. It is to be used on both our website and printed collateral where applicable.“

Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations. Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable.

Interstate is Used For Names The typeface provides Interstate is Used For Titles excellent legibility and character to give impact in these situations. Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations.

The typeface provides excellent legibility and character to give impact in these situations. Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations.

Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations. Interstate is used for creative headlines and for all body text.


25

Specific Media Identity Guidelines: How We Look | Typography

3.6

typography

Alignment

Always set text aligned-left, just like this sentence


26

Specific Media Identity Guidelines: How We Look | Typography

3.7

typography

Type Specs

Interstate is Our Creative Headline Font Interstate is used for secondary headlines Interstate is used for call-outs Interstate is used for all body text. It is to be used on both our website and printed collateral where applicable. Interstate is for section titles Interstate is used for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations. Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations. Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable. The typeface provides excellent legibility and character to give impact in these situations. Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable. Interstate is used for creative headlines and for all body text. It is to be used on both our website and printed collateral where applicable.

�Interstate Bold Italic is used for quotations. It is to be used on both our website and printed collateral where applicable.“ Interstate is Used For Names Interstate is Used For Titles

Leading Leading should always be 2 points larger than the type size. If you are typing in 11 pt, the leading should be 13 pt

Kerning When in InDesign, standard should be -50 when using light, regular or bold weights of Interstate as body copy. The type should never feel too tight nor too open. Headline copy should be kerned slightly tighter to account for the larger size.


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Specific Media Identity Guidelines: How We Look | Typography


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Specific Media Identity Guidelines: How We Look | Brand Guardians

4.0

Brand Guardians

Useful Contacts Building a powerful global brand takes time, dedication, and a contribution from everyone. If you require any logos, templates or would like to get involved in our marketing and creative efforts, please don’t hesitate to contact our brand guardians: Neda Azarfar Sr. Director, Marketing Communications & Strategy nazarfar@specificmedia.com Joel Richard V. Escorpiso Art Director jescorpiso@specificmedia.com


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Specific Media Identity Guidelines: How We Look | Brand Guadians


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