{ Visual Identity System }
Contents
00 Visual Identity System
Introduction
Letter from the CEO | |||||||||||||||||||||||||||||||||||||||||||||||||||||| 02
Manual Standards | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 03
Brand Overview | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 03
Primary Identity Elements
The Corporate Mark ||||||||||||||||||||||||||||||||||||||||||||||||||||||| 06
Logotype | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 06
Typography | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 07
Color Standards |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 08
Logotype Display Control |||||||||||||||||||||||||||||||||||||||||| 09
Corporate Signature Displays | |||||||||||||||||||||||||||||| 10
Isolation Areas & Sizing ||||||||||||||||||||||||||||||||||||||||||||| 11
Selected Identity Applications
Letterhead ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 14
Envelope ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 15
Business Cards |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 16
Delivery Vehicle Graphics | |||||||||||||||||||||||||||||||||||||||| 17
Packaging A | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 18
Packaging B ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 19
Additional Information
Contact Persons & Information |||||||||||||||||||||||||||| 22
Glossary of Terms |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 23
Introduction
Introduction Letter from the CEO
Letter from the CEO Dear Starlite Associates, To make sure others see us the same way we do, we developed a Visual Identity System that would graphically communicate the image. Building awareness of the Starlite name and our unique value proposition in the marketplace takes discipline. It is critical that all of us present our company in the most positive and consistent way possible. With more and more businesses competing vigorously for public awareness, it becomes manditory that Starlite creates a strong Visual Identity System, and corporate symbol that can be instantly associated with all of its messages and products. We want to be known as a strong, capable, diversified company, responding to the needs of the consumer in an innovative and useful manner. To establish a family resemblance most successfully, the system must be consistently implemented so that every application adds to the impact of the new image. The Starlite Visual Identity System established in this manual is a total corporate system designed to reinforce all areas of our company’s expertise, know-how and competence. The system has been designed to achieve maximum impact and awareness in all visual media, from letterheads and business cards to packaging and vehicle signage. All inquiries regarding the application and use of the new corporate symbol and its related graphic components should be directed to the Director of Corporate Communications. By following the practical instructions in this guide, you will be doing your part to help us build momentum for our brand. Sincerely,
Brian Barnett Chairman and Chief Executive Officer
02 Visual Identity System
Introduction Manual Standards / Brand Overview
Manual Standards The purpose of the Starlite Visual Identity System and design guidelines is to provide an understanding of Starlite’s brand strategy, our desired brand image and the tools available to develop consistent communications across different visual media. We have an opportunity to establish a new vibrant brand in the minds of all consumers who use our products, services, and people. By providing consistent, positive brand experiences for our audiences, we will be successful. Throughout the four sections covered in this Visual Identity System, we will provide an overview of Starlite’s corporate logo configurations and present their appropriate usages. This manual will also help to define the design elements that complement the Starlite identity, and explain how these elements work together to create a unique and fresh communication of our brand.
Brand Overview Starlite was formed to provide customers’ with a new CFL light bulb design that would deliver greater value, better product performance, and improved efficiency when compared to current lightbulbs on the market. The Starlite brand is unique because of its full range of lighting solutions, unmatched technical support and service, and a global reach in today’s market.
03 Visual Identity System
“I have not failed. I’ve just found 10,000 ways what won’t work.” Thomas Edison
04 Visual Identity System
Primary Identity Elements
Primary Identity Elements The Corporate Mark & Logotype
Full Corporate Mark The Starlight Signature is a carefully designed combination of a mark and a logotype of the corporation’s communicative name “Starlite.”
Typedriven Mark The typedriven mark appearing alone is a clean yet functional approach that communicates the Starlite brand and equity of the company.
Graphic Mark The graphic mark appearing alone is the most significant unifying element of the identification system.
Inverse Mark The graphic mark and logotype can also work when reversed out from a Pantone ® 7461 color field.
06 Visual Identity System
Primary Identity Elements Typography
Logotype Typography
Secondary Typography
The typography used in the logotype is ITC Officina Bold. It is a clean, clear, and functional sansserif rounded face which allows for a higher x-height & wider spaces between characters.
The typography used in this manual and most all applications associated with Starlite is FF Meta Pro. It is a very similiar typeface to ITC Officina, but has a larger font family with varying weights. It is also a very clean and clear sans-serif rounded face.
ITC Officina Bold
FF Meta Pro Book
ABCDEFGHIJKLM NOPQRSTUVWXYZ
ABCDEFGHIJKLM NOPQRSTUVWXYZ
abcdefghijklm nopqrstuvwxyz
abcdefghijklm nopqrstuvwxyz
!@#$%^&*? 1234567890
!@# $%^&*? 1234567890
ITC Officina Book Book
Book Italic
A BC DE F G H I J K L M NO P Q R S T U V W X Y Z ab c de fg hijk l mno p q r s t u v w x y z &1 2 3 4 5 6 8 9 0
ABCDEFGHIJKLMNOPQRSTUVWXYZ a b cdefghijklmnop q rstuvwxyz &123456890
07 Visual Identity System
Primary Identity Elements Color Standards
Primary Color Palette The primary color for the Starlite visual identity system is Pantone ® 7461. Equivalent color formulas for four-color printing and digital media are provided to the left.
print Pantone Matching System
print Four-Color Process
digital Web Usage
pantone ® 7461
C 76 M 27
Y 0 K 0
R 26 G 151 B 212
pantone ® 376
Supplementary Color Palette
C 49 M 0
A supplementary set of colors has been selected to complement the primary color. The colors shown in this supplementary palette are recommended for general use.
Y 96 K 0
pantone ® 142 C 0 M 30
Y 0 K 80
pantone ® 179 C 0 M 80
Y 0 K 96
pantone ® 546 C 98 M 72
08 Visual Identity System
Y 47 K 42
Primary Identity Elements Logotype Display Control
Unacceptable Uses
1.
It is very important for brand success that the Starlite logotype and signature be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all elements.
2.
The examples on this page illustrate unacceptable displays.
1. Do not distort any portion of the logotype or signature.
3.
2. Do not crop any portion of the logotype or signature.
4.
3. Do not tilt or rotate the logotype or signature.
4. Do not rearrange the components in the signature.
Bulbs 5.
6.
5. Do not add a drop shadow to any part of the signature.
6. Do not violate the minimum clear . space requirements.
09 Visual Identity System
Primary Identity Elements Corporate Signature Displays
Horizontal Signature This version of the Corporate Signature may be used when horizontal space permits.
Vertical Signature The vertical Corporate Signature is designed for use in formats where the horizontal version is inappropriate or impractical.
Mark Dominant Signature The mark dominant signature is for use in situations where the corporate mark is the main focal point and can improve brand identification.
Typedriven Signature The most basic signature option. This version can be used in a variety of ways when the logo mark is not needed or space is limited.
10 Visual Identity System
Primary Identity Elements Isolation Areas & Sizing
Isolation Areas An Isolation Area around the Starlite Corporate Logo, and its variations, has been established to ensure ease of legibility for all applications. No other elements, including typography, other logos, graphics or photos may intrude upon this Isolation Area.
dimension to be used
The preferred area of isolation is one full measure of the height expressed by the letter “ i .�
Minimum Sizing Limits The Starlite Corporate Logo has been designed to be reduced or enlarged to accommodate different application needs.
2p0
3p6
* Note There is no maximum size limit.
11 Visual Identity System
“The value of an idea lies in the using of it.� Thomas Edison
12 Visual Identity System
Selected Identity Applications
Selected Identity Applications Letterhead
7p6
7p6
3p6
11p0
3p6
Double Space
September 22, 2009
Double Space
Mr. David Kimberly Director General, Airport Government of Seychelles 10 Island View Parkway Seychelles
Double Space
Dear David, I would like to take this opportunity to express my heartfelt thanks to you for your very active participation in our recent conference in London on the “advancements in airport luggage transportation”. The Chairman and Board Members have also asked me to pass on their sincere appreciation for your efforts in supporting the Institute in this important undertaking. Your skill in chairing the controversial panel on “The Role of Developing Countries in the Future of Travel Management” was very much appreciated by those representing all sides of that extremely sensitive topic. As well, we have received numerous post-conference requests for the paper you delivered on “The Critical Issue of Cooperation Between Airlines and Luggage.” It appears that you may have penned a best-seller with that one! On both a professional and a personal level, I really appreciated the time that the two of us were able to spend together for fun and reflection during conference down times. I certainly learned a lot about the unique aspects of travel operations in your part of the world. We are currently hard at work producing the “Compendium of Conference Proceedings” document, and we expect to be sending it out to all participants early in the new year. Again, thanks so much for your enthusiastic participation in our conference. I have no doubt that it would not have been the success that it was without your presence. Please keep in touch, and drop in and visit us whenever you are in this part of the world.
Sincerely, 4 Line Spacing
Brian Barnett Chairman and Chief Executive Officer
1450 Alvarado Canyon Rd, San Diego, CA 92120
6p0
24lb Text Weight
paper
99+ Brightness 100% Green-e Certified
Neenah Avalanche White
specifications Width x Height
body copy Helvetica Neue Std Light
14 Visual Identity System
Inches Picas
Point Size Leading Tracking
8.5 x 11 51p0 x 66p0
10 13 5
Corporate Letterhead The Starlite letterhead is a crucial piece of the Visual Identity System. Letterhead scaled to 50%
The above example demonstrates the correct format and usage requirements for creating a letterhead communication.
Selected Identity Applications Envelope
3p0
3p0
2p6
7p6 26p0
3p6 3p6
3p6
70lb Text Weight
paper
99+ Brightness 100% Green-e Certified
Neenah Avalanche White
specifications Width x Height
body copy FF Meta Pro
Inches Picas
Point Size Leading Tracking
9.5 x 4.125 57p0 x 24p9
11 13 5
Corporate Envelope The Starlite envelope is a crucial piece of the Visual Identity System. Envelope scaled to 50%
The above example demonstrates the correct format and usage requirements for creating an envelope enclosure.
15 Visual Identity System
Selected Identity Applications Business Cards
Color Options
Back
Front 2p6
2p6
5p6
brian barnett
1.
Chairman & CEO
1450 Alvarado Canyon Rd
2.
1.
San Diego, CA 92120 T: 401.297.1400
3.
F: 401.297.1450
2p6
E: barnett@starlitebulbs.com
1. Company Address
1. First & Last Name Point Size Leading Tracking
Point Size Leading Tracking
13 11 5
3. Contact Information Point Size Leading Tracking
body copy FF Meta Pro
16 Visual Identity System
8 13 10
8 13 5
100lb Cover Weight 99+ Brightness 100% Green-e Certified
Neenah Avalanche White
Width x Height
Point Size Leading Tracking
9 11 5
paper
specifications
8.5 13 10
2. Website Address
2. Position Held Point Size Leading Tracking
2.
www.starlitebulbs.com
2p6
Inches Picas
Point Size Leading Tracking
2 x 3.5 12p0 x 21p0
10 13 5
Corporate Business Cards The Starlite business card is a crucial piece of the Visual Identity System. Business Cards scaled to 50%
The above example demonstrates the correct format and usage requirements for creating a business card set.
Selected Identity Applications Delivery Vehicle Graphics
Delivery Vehicles Starlite owns and operates its very own delivery service for transporting and delivering our products to wholesalers, retailers, and organizations around the world.
17 Visual Identity System
Selected Identity Applications Packaging A
CFL Bulb Packaging The design of the light bulb package follows the same guidelines presented in this manual. The package uses the primary Pantone 速 7461 for the logomark and the bottom portion of the box. The 4 supplementary colors pictured on page 8 are again used to distinguish between the different types of wattage within the product line.
This simplicity of color and design allows the package to stand out against competing products while also developing a family look and brand identity as quickly as possible.
18 Visual Identity System
Selected Identity Applications Packaging B
CFL Package Front
CFL Package Back
19 Visual Identity System
“There’s a way to do it better - Find It.” Thomas Edison
20 Visual Identity System
Additional Information
Additional Information Contact Persons & Information
Contact Persons & Information
mike durnell Director of Corporate Communications
Tel 401.292.1800 Fax Email
401.292.1850 mdurnell@starlitebulbs.com
1450 Alvarado Canyon Rd San Diego, CA 92120
22 Visual Identity System
Additional Information Glossary of Terms
Glossary of Terms
Cap Height A unit of measurement describing the height of the left vertical of the large initial “S” in the Starlite logotype. Color Palette A selection of specific colors that are chosen to coordinate, contrast, or harmonize, as an aid to maintaining a desired degree of consistency within a visual identity system. Font A complete set of type of one size and face. FF Meta Book Pro 12 point is a font. Identity Manual A formal reference document establishing technical and creative standards for a visual identity system. Typical standards include descriptions and specific captions for reproducing the logo or logotype, stationery system, common print and web applications, and examples of use on merchandise.
Logo A generic term for a unique graphic symbol, display of a name, or a combination of both, that is used to represent a product, company, organization, or other entity. Logotype A logo composed of type. Mark A generic term for a unique graphic symbol, used interchangeably with “logo.” Primary Color Palette The core selection of identifying colors that are used in a logo. Serif/Sans Serif In typography, a sans serif typeface is one that does not have the small thorn-like features called “serifs” at the end of strokes within letters. Signature The combination of the logotype with an additional more specific identifier.
Supplementary Color Palette A selection of colors designed to supplement the primary color palette for use in all related communications except the logo itself. Typeface The set of characters including uppercase and lowercase alphabetical characters, numbers, punctuation, and special characters. A single typeface contains many fonts of different sizes and styles. Helvetica is a typeface. Type Family A group of fonts of the same basic design but with different weights and proportions. Helvetica is also a type family. X-Height A unit of measurement describing the height of the lowercase “i” in the Starlite logotype. It is used to determine the clear space around both the mark and logotype.
23 Visual Identity System