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Brandbook Nuclear Needed J a a rg a n g 2 0 1 4

identity

2

introduction


index

2


Intro 4-5 Typography

6-7

Color Usage

8-9

Logo

10-15

Shapes

16-17

Layout

18-21

Photography

22-25

Illustration

26-29

Examples

30-37

3


introduction

4


Nuclear Needed is the biggest supplier of energy in Norway. Our goal is to do this in a safe and responsible way. As a company based in Norway we are very aware of the beauty of nature. We are doing a lot of effort to keep the world green. Nuclear energy is one of the most efficient ways to create energy. This is why we are called Nuclear Needed, at the moment Nuclear is the most clean and therefore the best way to produce energy. We are aware that there are risks with nuclear energy. But Nuclear Needed secures the insecure. The goal of our company is full green energy so we are aware of the possibilties of windmill and solar energy. But for now, nuclear energy is needed. And we will provide it in the most safest way, with our focus on the future of our planet.

This publication will help the company to create a strong identity which can help us creating a better world. Our message need to be spread. This is only possible when we have a strong personality: Good clothing adds to a man’s stature. This book will help us look good.

5


tGyiplol graphy Sans

6


The letter that we are using in our company is the Gill Sans, beacause it’s a very common letter which has no hidden agenda. You can be pretty creative in the usage of this letter. But offcourse there are some rules. Plain Text Gill Sans Regular

Title Gill Sans Regular

The quick brown fox jumped over the lazy dogs.

The quick brown fox jumped over the lazy dogs.

m inim a l s iz e 9 pt maximum size 14 pt

m i ni m al s i ze maximum size

Plain text can be used in purple and black. In Color usage you can see which purple.Yellow for plain text may not be used on a white background. With the different sizes you can create hierarchie in a page.

Titles as you can see on previous page must be used creative. If the title is used on a full page like on previous page there must be a purple nucleas somewhere. Title must be yellow, and have no capitals!

Page Numbering Gill Sans Light

Titles within Text Gill Sans Semibold

The quick brown fox jumped over the lazy dogs.

m ini m a l size maximum size

1 2 pt 12 pt

On the right is an example for the line spacing within text. The big yellow titles you can use your line-spacing creatively.

100 pt 100 pt

The quick brown fox jumped over the lazy dogs.

m inim al size maximum size

14 pt 18 pt

Fontsize Line-spacing 9 pt 10pt 10pt 11pt 11pt 12pt 12pt 14pt 14pt 18pt 18pt 24pt

7


c o l o r u s a g e

8


Allowed colors Yellow C: 0 M: 0 Y: 100 K: 0

Purple C: 69 M: 80 Y: 0 K: 0

Black C: 0 M: 0 Y: 0 K: 100

Although it’s not a color but white is an important visual aspect of our identity. It makes space for new ideas. And we have eye for innovation.

Yellow is the most important color. It stands for energy. And for the sun, in the future we want to become big in solar energy so it reminds us to keep focused on our mission.

Purple is the color of our nucleas. Purple stands for creativity. We need creativity to become further with cleaner energy.

Black is our less important color and therefore it can only be used as a color in the typography.

9


l o g o

10


4

Main Logo This is the main Nuclear Needed logo. It is an abstraction of the company. It has the powerfull abstraction of the energy on the outside of our company. Inside our walls there is a very calm nucleas. As said: “We secure the insecure”. This logo shows that we are very solid and safe. As you can see the ratio of the logo is 4:3.

3

3

Second Logo 2

This is the other version of the logo. Sometimes it may be easier to place this logo. Because it’s more compact. But always try to use the main logo first! The ratio of this logo is 3:2.

Rules The logo’s must be if possible in full color. If there is no way to put it in color you have to use the black and white logo.

You are allowed to scale the logo down until it’s width is less then 0,5 cm.

The logo must always stay in the right proportion and in full size.

Don’t use multiple logo’s on one publication. example.

11


logo +

12


3

Third Logo This is our third logo. You can use it when the company’s name isn’t mentioned in the text. So for example on a poster. You have to choose between both logo’s you can’t use both. The ratio of this logo is 3:2.

d e d e ne

2

d

e d e e n

On the left the second logo in black and white. Always try to use the coloured version first. Black and white is only for emergencys. The Nucleas is in the black and white version completely white.

13


don’t

14


Examples of WRONG usage. Don’t use shades in logo. Always use in right proportions. Don’t place just the half of our logo. Don’t scale it down till it’s impossible to see. Don’t use black logo when you can use color.

ed

need

15


shapes The nucleas also is a recognisable shape that keeps coming back in our identity. It must be perfectly round. It’s not allowed to make it bigger then 10 percent of the page. And must be at least 1cm.

16


The shapes we use are just as important for our identity as our logo. We need to make sure that people recognise our image transmisions before they even see our logo. The big yellow shapes can help us reaching this goal. The shapes are big N’s but you can be very creative with this. I am going to show you what’s right and what can be seen as wrong.

X These triangles are way to high. They should be max. on 40% of the square.

X These triangles reach too far to the sides they should point to the opposite side.

You can choose to put the triangle on the sides, like in this shape.Also it is allowed to use only one traingle. So you don’t make a full N. But still it is a recognisable shape. As long as you don’t put the triangle in the middle of a shape.

X When you create a shape like this you can see the association with a N is gone. That means it’s wrong.

17


layout

18


Rules For the layout there are not a lot of rules. We like to keep our identity creative and open. But to create an identity we need to set some boundaries to keep it recognisable. For the layout this is actually mostly about the alignment of text. When you have a bunch of text you need to have am average of at least three words in one line.

Don’t

If you place text in a yellow N-shape then make sure it’s fully placed within the N-shape. If it’s only half inside it’s wrong. Keep some marge between text and the outlining of the shape.

then more

use

in a

on

text

one page

columns three

Don’t align the text to the right We prefer left

In the center only if you really like it.

19


20


Grid The pages of this publication is 21cm x 29,7cm (A4). For designing a page you can choose between a 2 column page or a 5 column page. Pages with pictures and texts have 12,7 mm margin on all sides. We use use 6mm on a A5 and 24mm on a A3 page. The gutter is 10mm on a A4 page. Therefore we use 5mm on A5 page, and 20mm on a A3 page. Page numbering must be down on the page in the outside corner of the page. The yellow shapes can be used outside the grid lines, so the grid is only used for text.

21


photography

22


Photography is an important aspect of our identity. Because photography can communicate in a very direct way. Especially if you want to create flyers and posters it is important to attract the viewer immediately.

All photographs must be unique. That means if we need images, whe have to hire a photographer. Every image can only be used on one advertising claim. This is to create a exclusive feeling to our company and it also looks cheap if one image keeps on coming back in different campaigns.

We don’t want any stock photography. We need to have unique images only then they will be able to strengthen our corparate identity.

23


this is wrong

No matter how beautiful the picture is, it is not allowed to use black and white photography!

No matter how beautiful the picture is, it is not allowed to use industrial photography!

No matter how beautiful the picture is, there always has to be a triangle in the frame!

24


You are allowed to use one photo to fill the background.

In our photography we keep our focus on what you can do with our energy. So our photography must show how amazing it is that whole cities can function on our energy. That you can drink in a bar and have a good time because of our energy. On the other side we want to show our focus on cleaner ways of energy. So you are allowed to show windmills or solar energy. We don’t want any negative industrial images. We want to look happy and bright. That’s hard in an industrial inveronment. Therefore we keep our focus on all the fun things people can do and build with our energy. And how we like to create a better future with even cleaner energy.

25


illu

stra

tion

26


Analyse Platfom AESD Results 1

1 Analyse Platfom AESD Results 3

90

70 60 50 40 1990

3

4

32,32

1

2

2

58,20

33,21

33,22

3

32,32

92,12

33,22

4 44,21

92,21

4

92,21

23,02

20,12

20,31 5

32,32

5

32,32

92,12

33,22

44,21

6

33,21

33,22

6

58,20

58,20

70,21

7

92,21

23,02

20,12

20,31

7

92,21

8

58,20

33,21

33,22

8 70,21

58,20

9

32,32

92,12

33,22

44,21 9

32,32

10

92,21

23,02

20,12

70,21

20,31

10

92,21

Uranium Quality Expection Index 1990 - 2014

100 90

Chart

80

58,20

1

Uranium Quality Expection Index 1990 - 2014

100

2

Uranium80Quality Expection Index 1990 - 2014

100 90

60

80

50

2000

2005

2010

2014

1990

1995

2000

2005

2010

80 2014

60

50

50

1990

1995

2000

2005

2010

33,21

33,22

7

92,21

23,02

20,12

8

58,20

33,21

33,22

9

32,32

92,12

33,22

10

92,21

23,02

20,12

70

60

40

58,20

90

40

70

6

Uranium Quality Expection Index 1990 - 2014

100

70

For the charts you have to use our purple as the first line. If it’s necesarry to use multiple lines, then u can use other colors. Don’t use black lines because black is used for text and numbers. The shapes must be in our Nuclear Needed way. This because if it will be copied lat er, everybody knows that it’s our investigation. Besides it looks very happy and this is what we want to achieve. 1995

2 3 4 Table 33,21 33,22 70,21 Illustrations can be very helpfull in our bran92,12 44,21 che. It 33,22 makes complicated text much more easier to understand 23,02 20,12 20,31 and read. Especially tables and graphs will be very common in our 92,12 33,22 businnes. Here 44,21 you see examples of howAESD we Res Analyse Platfom do this.33,22 70,21 33,21 1 2 3 1 23,02 20,12 20,31 Text must also be in Gill2Sans58,20 as 33,21 33,22 subscribed in the Typography 33,21 33,22 70,21 3 32,32 92,12 33,22 section. 92,12 33,22 44,21 4 92,21 23,02 20,12 23,02 20,12 20,31 5 32,32 92,12 33,22

40

2014

1990

1995

2000

2005

2010

2014

Uranium Quality Expection Index 1990 - 2014

100

100

90

90

80

80

70

70

60

60

50

50

40

40 1990

1995

2000

2005

2010

2014

1990

27


Pie Chart For the pie chart you create a whole pie first then you take out the triangle because then it creates the Nuclear Needed feeling. Then you can place your pie chart inside this pie.

Percentage of Happiness Uranium

Happy 29,00% Not so Happy 20,00%

21,00%

Depressive

If you have only three pie pieces then don’t leave any space between the pie pieces. Because otherwise you create the nuclear symbol in stead of a sweet flower.

33,33%

33,33%

33,33%

 28

30,00% Very Depressive

Don’t create a Nuclear sign with the pie.


You can use our second logo and the nucleas for illustrations/ dessins.

29


ex

amples

30


Writing-paper 210mm

297mm

Nuclear Needed Adress Adress Receiver Regular Text

Gill Sans Bold 11pt Gill Sans Regular 8pt Gill Sans Regular 10pt

Linespacing 18pt Linespacing 18pt Linespacing 14pt

31


Writing-paper More then one page. 210mm

297mm

maximum width of text column

32


Margin: Top: 35 mm Bottom 25mm Left 25mm Right 25mm Nuclear Needed logo within margin top left. Nuclear Needed adress within margin top right. Text should be outlined by the Nuclear Needed adress. 33


Business Card

Sander Vermeer Data Energy Specialist T: +031-(0)40 142 892 E: swvermeer@nune.no

34

Nuclear Needed Olaf Ryes vei 48 5006 Bergen Norway

Name Profession

Gill Sans SemiBold Gill Sans Regular

12pt 9pt

Phonenumber Email

Gill Sans Light Gill Sans Light

7pt 7pt

Adress:

Gill Sans Regular

9pt


28mm

37mm

25mm

9mm

55mm

43mm

5mm

47mm

5mm

85mm

35


Envelope

ed

need

Nuclear Needed Adress

Gill Sans Bold 11pt

Linespacing 18pt


14mm

156mm

ed need

220mm

37



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