> VISUAL STANDARDS
CONTENTS 5 OUR BRAND 7 8 11 12 14
Possibilities > Our Future Timeline > Our History Brand Mission > Our Promise Brand Grid > Before Brand Grid > Now
17 IDENTITY 18 20 22 24 26 28
New Idenity > Our Logo Logo Anatomy > Structure Alternate Versions > Variations Unacceptable Uses > Logo Don’ts Logo Colors > Our Vision Typography > Standards
31 WHAT NEXT? 32 Where We Were > Our Past 34 Where We Are > Our Future
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POSSIBILITIES > OUR FUTURE Since the birth of our company, 170 years ago, we have remained dediated and faithful to the pen and ink, providing our loyal customers with the means to record their thoughts and ideas. We will of course continue doing so however, we would like to grow as your creativity does over time. We will branch out into all major art supplies becoming your premier choice and even introduce lines of educational instruction within books, training, classes and special seminars featuring lectures in drawing and writing. We will also be giving back to our community, providing opportunites to our youth through scholarships and other aid, so that they may continue to pursue their lifelong passion to create.
In 1832 chemist Carl Hornemann founded his own color and ink factory in Hanover Germany. However, the 28th of April 1838 is considered the founding date; it was the date on the very first price list.
The birth of Pelikan’s famous ink series 4001. 1904 - the introduction of “Pelikanol”–a white adhesive paste. Up to the 1950’s this product was a revolution in sticking paper.
Günther Wagner obtained the position of chemist and plant manager. He took over the company in 1871 and registered his family emblem, which showed a Pelican, as the companies logo in 1878. It was one of the first German trademarks ever.
Pelikan has been supporting the preparation of Art classes for years now. This was documented in the magazine entitled “Der Pelikan” that appeared for the first time in 1912. The magazine was published up to 1971. 1929
1895 Fritz Beindorff marrries Günther Wagner’s oldest daughter and takes over company. Office products for copying, stamping, sticking and erasing were added to the assortment of the time; company experiences large expansions.
The first Pelikan fountain pen is born. It was well known for its trademark green shaft, technically innovative ink flow and transparent ink window. The differential piston mechanism was a true revolution of its time. 1931
1896 Pelikan produces first Indian ink; foreign companies can’t compete.
Pelikan released its first water color paint box under the description 735 D/12. It was the first time
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> OUR HISTORY that opaque watercolors became 1972 available to school pupils. It soon replaces the then popular trans- Pelikan’s first ink eradicator, the parent watercolors. “Tintentiger” is introduced; used for erasing Royal Blue ink. In 1974, name changes to “Pelikan 1934 Tintenblitz.” In 1977, it becames A cheaper version of the Pelikan known as the “Super-Pirat.” fountain pen, “model 100” was released as the “Rappen.” Also the 1974 first release of PLAKA–the hobby and decoration paint that has re- Pelikan developed the simplified mained popular. Handwriting for beginners in collaboration with educators from this field of expertise. 1938 O.H.W. Hadank redesigned the 1993 Pelikan logo to the shape that it would remain for the next 60 years. Pelikan’s first Limited Edition is The Pelikan fountain pen model released as the “Blue Ocean.” A 100N is released. total of 5000 were produced. 1950
The fountain pen model 400 is re- The historic museum in Hannover leased; easily recognized due to its offers a comprehensive review of black and green striped shaft. 170 years of Pelikan history with the exhibition “Pelikan–a company does history.” 1960 The Pelikan school fountain pen “Pelikano” is introduced, becames quite popular, and recommended by most teachers.
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BRAND MISSION > OUR PROMISE Here at Pelikan, our mission is to provide you with the means and the inspiration to express your creativity. We give you a beginning, you decide the end; the possibilities are infinte. >One is only bound by the four corners of the mind. BR A ND OV ERV IE W > OUR HUMBL E BEGINNING S Our company, for over 170 years now, has made and distributed the necessary tools and supplies for artists and writers of all kinds. We started with various inks and soon progressed to our own innovative version of the fountain pen. Limited editions have since been released.
BRAND IMAGE > BEFORE
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The use of a brand grid is one of the ways we used to analyze the Pelikan company; this is where we began. Through this process we realize that we have always upheld a classical, institutional, even formal appearance. To thrive and flourish for the next 170 years we must acknowledge where we’ve been so we can discover new beginnings.
BRAND IMAGE > NOW
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The use of a brand grid is one of the ways we used to analyze the Pelikan company; this is where we are going. We are striving to reinvent ourselves as a bold, charismatic, form of expression. We want to become your inspiration; to cater to the needs of your imagination so that you may reach your fullest creative potential.
NEW IDENTITY > OUR LOGO Whether at kindergarten or in everyday school life, at the office or when printing out your pictures and documents. While pursuing a hobby or while performing the noblest form of personal communicationâ€“writing with a high-class writing instrument: Innovative products are your trusted companions. With a company history going back 170 years, Pelikan is one of the oldest registered trademarks in the world. From the past we gather strength for the future which we shall continue to form to your advantage. >We are delighted to introduce to you the new Pelikan...
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LOGO ANATOMY > STRUCTURE P EL IK A N L OGO BR E A K DOW Nâ€‚ X represents the minimum clear, breathing space around the brandmark. It should be kept free of graphics, text and other marks. It also defines the minimum distance from the brandmark to the edge of a printed piece.
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X 1.5 X
ALTERNATIVES > VARIATIONS These are examples of the proper usages of the new Pelikan logo. These are all the acceptable usages of our new identity. First, the primary two pantone colored logo version; second, a simple black and white version; and third, a reversed black & white version as well. Any one of these may be used to represent the Pelikan brand; alternate versions are discouraged.
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PRIMARY LOGO IN COLOR
BLACK & WHITE
WHITE ON BLACK
UNACCEPTABLE > LOGO DON’TS These are examples of what not to do with the new Pelikan logo. Following these graphic standards will ensure that Pelikan has a consistent, recognizable identity. Some of these unacceptable treatments are: don’t switch the designated logo colors; don’t stretch the logo; don’t use gradient effects; don’t use drop shadows; don’t outline the brandmark; don’t change the orientation.
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SWAP LOGO COLORS
STRETCH OR DISTORT
LOGO COLORS > OUR VISION The signature colors for the Pelikan printed logo are PMS 153U / 153C and PMS 3278U / 3278C. Use these exact colors when printing with spot colors on uncoated or coated paper stock. CMYK, RGB, and Hexadecimal colors are provided for four-color process printing and onscreen use. These core colors represent Pelikan’s radiance and expressive quality that has always existed in our products.
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RADIANT ORANGE PMS 153U / 153C CMYK 0 46 100 18 RGB 209 131 22 HEX D18316
EXPRESSIVE TEAL PMS 3278U / 3278C CMYK 100 0 55 5 RGB 0 161 142 HEX 00A18E
TYPOGRAPHY > STANDARDS BR I TA NNIC BOL D is our primary typeface. It was specifically chosen to lend a bold and expressive quality to the new Pelikan brand. Brittanic may be used in all print and web applications for titles and logo usage. Typically used in all caps, not upper and lower case. > HIS T ORY Britannic was originally created at the beginning of the 20th Century, and comes by way of the old British foundry, Stephenson Blake. Today’s digital version of Britannic includes five separate font styles, one of which–medium compressed–is an all caps design. Britannic is a sans serif face with a vertical axis and a high degree of stroke contrast, especially in the heavier weights. This typeface exudes a degree of elegance that has not often been matched in the century that has passed since it was first drawn. T R A DE GO T HIC Our secondary typeface is Trade Gothic. It was selected as the appropriate companion to our primary typeface, Britannic Bold. It is used for all print body copy and also utilized in web applications and other advertisements. The medium weight is designated for all body copy, while the bold version is reserved for subtitles. > HIS T ORY Designed between 1948 and 1960 by Jackson Burke for Linotype. Trade Gothic, with its condensed faces, is a classic design for newspaper work, particularly for headlines and classified advertising. The condensed versions increase the versatility of the typeface, especially for setting headlines and subheads. In the nineteenth-century grotesque style, like News Gothic, Trade Gothic has a large x-height.
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A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ( . , : ; ? ! $ & @ * ) 1 BRITANNIC BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ( . , : ; ? ! $ & @ * ) A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ( . , : ; ? ! $ & @ * ) 2 TRADE GOTHIC MEDIUM
WHERE WE WERE > OUR PAST P EL IK A N A R T S T OR E Pelikan is now opening it’s own store and selling all major art supplies. We will become your one stop for all the tools you need to express your true creativity. SEMIN A RS Since art, expression, and individuality are the heart of our brand, we will now be offering seminars by guest speakers, aimed toward university student level workshops, for those already in or preparing to enter art schools.
We started back in the year 1832 as a color and ink factory in Hanover Germany. Eventually we progressed to Indian ink, to our famous ink series and so forth. Ink is what weâ€™re known for and we continue to offer this to our artists Within time we will grow to become so much more.
WHERE WE ARE > OUR FUTURE P EL IK A N A R T S T OR E Pelikan is now opening it’s own store and selling all major art supplies. We will become your one stop for all the tools you need to express your true creativity. SEMIN A RS Since art, expression, and individuality are the heart of our brand, we will now be offering seminars by guest speakers, aimed toward university student level workshops, for those already in or preparing to enter art schools.
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CREATIVE TOOLS > YOUR STORE
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With the evolution of the new Pelikan Art Store, we will become your one stop shop for all things creative. These will be the tools that inspire you and expand your imagination so that you may reach your fullest creative potential. Expression, character, bold, vibrant, charismatic...this is how we desribe your unique individuality.