Ilion Animation Studios. Graphic identity

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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