Graphic identity manual
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Introduction
1. LOGO 1.1. Main logo 1.2. Logo: Variants
What is graphic identity?
1.3. Incorrect uses 1.4. Color or photographic backgrounds
Ilion’s graphic identity is the visible
and composition standards consistently
These rules not only guarantee that
1.5. Safety area
part of its communication. That is why
and regularly, we will create a recogni-
our image will be used correctly. They
1.6. Minimum size
it plays a fundamental role so that our
zable style in any graphic design. This
also standardize and help with desig-
1.7. Logo position
identity is coherent and uniform in
will make our communication more
ning and producing all types of graphic
1.8. Letterhead
every way it is expressed.
efďŹ cient.
communication material. Due to all of this, our image and communication
2. COLORS
In the case of Ilion, this graphic identi-
This is the function of this manual: to
depend considerably on the careful and
2.1. Primary and secondary colors
ty has been built up from its logo. By
explain the elements that make up our
responsible use that all of us make of
2.2. Colors: Standards for use
using elements such as typefaces, colors
graphic identity and how to apply it.
our graphic identity.
3. TYPOGRAPHY 3.1. Typefaces 3.2. Types of substitution 3.3. Text composition 4. GRAPHIC BRANDING ELEMENTS 4.1. Banners 4.2. Frames 5. TECHNICAL VOCABULARY: Glossary
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1
Logotype
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1.1
Logotype
Main logo The logo is the visual identity’s main element. Other supporting elements will be integrated around it such as colors and the corporate typeface. It is made up of three elements. In hierarchical order of importance in representing the brand, these are: 1) Wordmark or company name. The only element that cannot be done away with under any circumstances.
Horse symbol
2) Horse symbol 3) Tag or descriptor The combination of all of these elements defines Ilion’s graphic communication.
Wordmark Tag
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1.2
Logotype
Logotype:
Variants Color
Black and white (positive)
Black and white (negative)
Depending on the media format and its function, the logo may adopt different compositions by combining the 3 elements that comprise it: symbol, wordmark and tag. There are also different versions according to its color: Centered
1) Color logo This will be the logo used in all cases except for those exceptions where the media or reproduction technique do not allow it. 2) Black and white logo It will be used when printing is done with a single ink, or it is technically not
Horizontal
possible to use more than one shade. 3) Negative black and white logo It must be used to obtain a good contrast in those cases where the background color is too dark.
Typographical
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1.3
Logotype
Incorrect uses Do not deform the logo. It must not be As a rule, any form of logo other
made narrower, stretched, nor should
than those already stated as
the proportions of any of its elements be
correct is considered incorrect.
changed.
In order not to diminish Ilion’s image,
Do not change the logo’s colors. Only
we must properly and responsibly use
the indicated colors should be used. Its
the logo.
shade must not be varied, nor should colors other than the ones that it has be
It is therefore necessary to be very ca-
applied to the logo’s elements.
reful when choosing, for each case, the most fitting logo version and not alter it. The directives in this manual must always be followed.
B
Do not convert the colors of one color system to another: The color logo must not simply be transformed into black and white or from RGB to CMYK. Nor should the conversions to CMYK suggested by the Pantone® color library be used. The color compositions indicated in this manual will be used in all cases.
Color
Black and white
Black and white
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1.4
Logotype
Color or photographic backgrounds When the Ilion logo has to be used on
If the background color provides an
If the background is too dark for the
Use of the logo directly on a photo
a at color background, the color logo
unpleasant or insufďŹ cient contrast, a
logo to contrast, the negativized ver-
must be avoided. If necessary, it will be
will be used provided its visibility and
black logo will be used.
sion will be used. The logo version that
done by achieving the best contrast and
contrasts the most must always be used.
choosing a uniform background. The
contrast are not compromised.
photo will be reframed or touched up if necessary.
B
B
B
B
B
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1.5
Logotype
X/4
Safety area The safety area is the area that must
Centered logo
always remain clear around the logo
Ilion’s logo forms a perfect square. The
to guarantee visibility. Texts, images or
safety area will be 1/4 of side “X” of
other elements unconnected to the logo
this imaginary square (X/4). For the logo
must remain outside this area. The dis-
without a tag, “X” will only refer to the
tance between the logo and a document
logo’s width.
X/4
X
margin must also not be less than the protection area. X/4
Horizontal logo The logo’s horizontal version limits (with
X/4
or without tag) form a 4x1 rectangle. The safety margins will correspond to
X
one third (X/3) of the logo (X) height.
X
Typographical logo The safety margins will have the same measurement as the logo height (X). For the logo without a tag, 1/4 of the logo
X X
width will be calculated as the margin.
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1.6
Logotype
Minimum size There is no maximum size for reproducing the logo beyond the media’s limitations. In the other direction, the minimum size is limited by its legibility. That is why care must be taken not to reduce it to sizes where legibility begins to be difďŹ cult.
B
MINIMUM recommended size.
2cm
3cm
2,5cm
Should it be necessary to reproduce the brand beneath the indicated sizes, the version WITHOUT A TAG will always be used.
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1.7
Logotype
Logo position The centered logo may be placed cente-
As for its size with respect to the total
red or in the lower right corner.
layout format, the proportions indicated
The horizontal logo will always be placed
below must be used for each type of
in the lower left corner, or exceptionally
piece or layout:
High formats: At the very least, 10% of the height for the horizontal logo and 15%
in the upper left corner.
100%
100%
A4
for the vertical logo.
15%
10% BANNER
100%
100%
20%
15%
Oblong formats: At the very least, 15% of the height for the horizontal logo and 20%
100%
for the vertical logo. 100%
15%
A4
A4
COLUMN
COLUMN
100%
100%
20%
10%
15%
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1.8
Logotype
Letterhead Centered composition
Justified composition
Personalized letterhead
Logo composition with contact information. Address, telephone number and fax will be composed in Frutiger Roman of at least 7 pt. The URL (www.ilion.com) will be composed in Frutiger bold at the
C/ Caléndula 93, edif. H
same size as the rest of the information.
28109 Alcobendas, Madrid, España Tel. {+34} 916 585 106 Fax. {+34} 916 508 778
When dealing with a personal letter-
www.ilion.com
head, the name and surnames will be re-
Nombre Apellido
produced in Meridien Medium, and 2 pt
Denominación del cargo
bigger than the rest of the information.
nombre.apellido@ilion.com C/ Caléndula 93, edif. H
All of the text will be black except for proper names, e-mail addresses and
C/ Caléndula 93, edif. H
28109 Alcobendas, Madrid, España
28109 Alcobendas, Madrid, España
Tel. {+34} 916 585 106. Fax. {+34} 916 508 778
Tel. {+34} 916 585 106
www.ilion.com
Fax. {+34} 916 508 778
Ilion’s URL which will be corporate blue
C/ Caléndula 93, edif. H. 28109 Alcobendas, Madrid, España
(Pantone® 300 or equivalent). Ilion’s
Tel. {+34} 916 585 106. Fax. {+34} 916 508 778
address and contact information must
www.ilion.com
www.ilion.com
be used consistently. This is because in doing so, we will not only achieve identification of all graphic pieces and enable contact with Ilion, we will also make our designs visually “previewable”. They will therefore be recognizable as pieces
C/ Caléndula 93, edif. H 28109 Alcobendas, Madrid, España www.ilion.com
Oblong composition
created by Ilion.
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2
Colors
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2.1
Colores
Primary and secondary colors PANTONE®
4-Color Process (CMYK)
RGB
Black and white
PANTONE® 300
C100 M50 Y0 K10
R10 G80 B150
100% black
PANTONE® Process Black
C0 M0 Y0 K100
R0 G0 B0
100% black
Light blue
––––
C0 M0 Y0 K0
R108 G169 B223
––––
Sand
––––
C30 M25 Y40 K0
R185 G181 B155
––––
Magenta
––––
C30 M70 Y0 K0
R165 G100 B156
––––
The corporate colors are black and the blue in the symbol with special predominance of blue.
Ilion blue
Ilion’s color palette is made up of 3 complementary shades: light blue, sand and magenta. This palette is broad enough to give flexibility to Ilion’s graphic com-
Black
munication. According to the reproduction system used, the colors will have particular values. In this chart, we can see the composition values for each one of them. Only primary colors have an equivalence in black and white and in pantones. Should more colors be added, it will always be printed in four color printing (CMYK).
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2.2
Colores
Colors:
Standards for use The graphic offers an orientation entailing the approximate proportion of use of each color in graphic design. With the exceptions that each specific design may impose, it is necessary to try to stick to this
White: 60%
Ilion blue: 28%
color harmony. As a rule, no other color besides the five colors indicated must be used in Ilion’s graphic communication. The colors of Ilion’s palette may be used in different gradations of intensity if deemed proper.
100%
80%
60%
40%
20%
Light blue: 6%
Sand: 4% Magenta: 2%
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3
Typography
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3.1
Typography
Typefaces
Meridien
The corporate typefaces are Meridien and Frutiger. Meridien Medium is the logo’s typeface.
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ
It will be used for titles or highlighted
abcçdefghijklmnñopqrstuvwxyz
texts. Not recommended for reading due to its thickness. It would make it too
Meridien Medium
01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
heavy in extensive texts.
Frutiger
Frutiger 55 Roman is the complementary typeface. Because of its legibility, it will mainly be used for reading texts. Frutiger 65 Bold will be used to highlight words.
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ abcçdefghijklmnñopqrstuvwxyz
As with the logo, the corporate typeface must not be modified or de-
Frutiger 55 Roman
01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
formed. Editing program styles such as cursive, boldface, shadowing, etc. must also not be applied.
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ abcçdefghijklmnñopqrstuvwxyz Frutiger 65 Bold
01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
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3.2
Typography
Types of substitution The typefaces available in most compu-
is necessary to use two fonts to substitute
ters’ systems make up a very short list. On
the corporate typefaces, mainly for use
the other hand, the typefaces designed
on Internet. These typefaces are Georgia
for onscreen reading do not normally
to substitute Meriden and Verdana to
yield good results on paper. That is why it
substitute Frutiger.
Meridien medium
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ abcçdefghijklmnñopqrstuvwxyz 01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
Frutiger 55 roman
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ abcçdefghijklmnñopqrstuvwxyz 01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
Georgia ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ abcçdefghijklmnñopqrstuvwxyz 01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
Georgia regular
Verdana ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ abcçdefghijklmnñopqrstuvwxyz 01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
Verdana regular
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3.3
Typography
Text composition Sizes For reading text, we do not use sizes beneath 8 points.
Lorem ipsum dolor
Meridien medium, 18pt
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam laoreet porta
Titles must have approximately a size
lectus. Suspendisse vitae dolor sed orci pharetra feugiat. Class aptent taciti so-
twice as large as the text they accom-
ciosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Curabitur
pany, and they will preferably use corpo-
congue neque hendrerit lectus. Proin rhoncus. In convallis ultricies orci.
Frutiger 55 roman, 8pt
rate blue.
Line spacing In Microsoft Word, medium line spacing will Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam laoreet porta
Frutiger 55 roman, 8pt
specify the line spacing size in points, it will
lectus. Suspendisse vitae dolor sed orci pharetra feugiat. Class aptent taciti so-
Interlineado 14pt (+6pt)
be at least 4 pt more than the text size. For
ciosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Curabitur
instance, for an 8 pt text, a line spacing of
congue neque hendrerit lectus. Proin rhoncus. In convallis ultricies orci.
be used. In programs where it is possible to
+4pt (12pt) would be needed.
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3.3
Typography
Having different typefaces gives enough
Although we recommend to not vary
Lorem sit amet
Lorem ipsum
the size of the main reading text, it
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam laoreet
Lorem ipsum dolor sit amet, consectetuer adipiscing
is possible to use different headline
porta lectus. Suspendisse vitae dolor sed orci pharetra feugiat. Class aptent
elit. Nullam laoreet porta lectus. Suspendisse vitae
sizes to organize the information into
taciti sociosqu ad litora torquent per conubia nostra, per inceptos hime-
dolor sed orci pharetra feugiat. Class aptent taciti
hierarchies. It is recommendable for the
naeos. Curabitur congue neque hendrerit lectus.
sociosqu ad litora torquent per conubia nostra, per
versatility to edit all types of texts.
smallest headline to be at least twice the size of the reading text.
inceptos himenaeos. Curabitur congue neque henProin rhoncus. In convallis ultricies orci. Duis velit felis, convallis eget, malesuada in, facilisis sit amet, augue. Aliquam risus nibh, laoreet quis, ve-
drerit lectus. Proin rhoncus. In convallis ultricies orci.
sollicitudin nec, ipsum. Sed eu ligula non dolor dictum dictum. Class aptent
Duis velit felis
taciti sociosqu ad litora torquent per conubia nostra, per inceptos hime-
Duis velit felis, convallis eget, malesuada in, facilisis
naeos. Aliquam eu velit. Nunc aliquet lectus ac tellus. Pellentesque nulla
sit amet, augue. Aliquam risus nibh, laoreet quis,
velit, ultrices quis, pellentesque in, tempor at, quam. Nam nisi tellus, tinci-
venenatis in, rhoncus non, ipsum. Duis eros ipsum,
dunt pellentesque, mattis elementum, hendrerit sit amet, massa. Sed por-
eleifend non, sodales a, sollicitudin nec, ipsum. Sed
ta. Sed sollicitudin interdum sapien. Lorem ipsum dolor sit amet, consecte-
eu ligula non dolor dictum dictum. Class aptent taciti
nenatis in, rhoncus non, ipsum. Duis eros ipsum, eleifend non, sodales a,
tuer adipiscing elit. Aliquam ornare. Pellentesque habitant morbi tristique
sociosqu ad litora torquent per conubia nostra, per
senectus. Suspendisse potenti.
inceptos himenaeos.
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4
Graphic branding elements
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4.1
Branding elements
Branding elements:
Banners Supplementary graphic elements. These
Banners will always be pla-
graphic motifs are derived from the Ilion
ced horizontally on one of
horse lines. Its rounded forms mean a
the sides of the piece bleed
good contrast to the typeface’s most
(up to the edge).
serious character. They may be used to
Banner 1
Banner 2
highlight, frame texts or create spaces within a layout. It may be used in the corporate colors or hues of these colors, including black (grays). There are two types of elements: banners and frames.
B
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4.2
Branding elements
Branding elements:
Frames Frames will always be used so that they ďŹ t on the page by cropping a part of them so that the complete contour is never seen.
Frame 1
Frame 2
B
Frame 3
B
Frame 4
B
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5
Technical vocabulary
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5
Technical vocabulary
Glossary
Alignment: Way of placing the vertical
Four color process: “Full color” repro-
RGB (Red, Blue and Green): Color system
edge of a text column: left alignment,
duction, also called CMYK. The value of
for screens made up of 3 colors: red (R),
right alignment, justified, etc.
a CMYK color is expressed with four per-
blue (B) and green (G). It is applicable in
centages, one for each color. This is the
audiovisual media and multimedia.
Black and white: “Black and white”
most common reproduction system.
must be differentiated in the strictest sense (use of 100% black and 100%
Flat ink: See Pantone®. Interlettering: Space between letters.
white without intermediate shades)
Type: Term used to designate all of the
from black and white with half tones,
Line spacing: Space between the base line
that is, using gray shades from the
of a line of text and the next line’s baseline.
color black.
Typography: Typography is basically a Pantone : Also called “flat ink”. The co-
specific design of a letter. A distinction
lors of the Pantone® range are numbered
must be made between typographical
and catalogued.
“family” and “typography”.
®
Character: Sign of any writing system.
different styles of letters in typography.
CMYK: Initials of the 4 basic colors of four color printing: Cyan, Magenta, Yellow and
Point: Typographical unit of measurement
Black (see “Four color process”).
equivalent to 0.35mm.
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C/ Caléndula 93, edif. H 28109 Alcobendas, Madrid, España Tel. {+34} 916 585 106. Fax. {+34} 916 508 778 www.ilion.com
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