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To maintain and strengthen the desired perception for the Beijer Ref Australia brand, all brand elements have been enhanced and organised into these standards and guidelines. The “look & feel” of the Beijer Ref Australia identity - including the logos, colour palettes, typography, imagery, graphic style and many more - was streamlined and best practices were documented to convey the organisations’ culture, personality, and core brand values. Please use these guidelines when creating Beijer Ref Australia communications to achieve a high level of consistency. Anyone who represents Beijer Ref Australia should work hard to ensure the integrity of the Beijer Ref Australia brand in all branded materials. This Brand Book represents an opportunity to establish and extend equity for the Beijer Ref Australia brand.
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BRAN
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CONTENTS
INTRODUCTION Setting the standard 4How to use this brand book 5The approval process 6
OVERVIEW History 8Our brand 9
BASIC ELEMENTS Corporate logo - master 11Substitute logo formats 12Logo variations 13Logo violations 15Logo placement 16Co-branding options 18Slogan 19Colours 20Typography 22Photography 24Grids 25Graphic elements 26
STATIONERY Letterhead 28Business card 29Press release 30Company folder 31Powerpoint templates 32Email signature 33
APPLICATIONS Corporate merchandising 35
INTR
ODUC
TION
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SETTING THE STANDARD
To maintain and strengthen the desired perception for the Beijer Ref Australia brand, all brand elements have been enhanced and organised into these standards and guidelines. The “look & feel” of the Beijer Ref Australia identity - including the logos, colour palettes, typography, imagery, graphic style and many more - was streamlined and best practices were documented to convey the organisations’ culture, personality, and core brand values.
Please use these guidelines when creating Beijer Ref Australia communications to achieve a high level of consistency. Anyone who represents Beijer Ref Australia should work hard to ensure the integrity of the Beijer Ref Australia brand in all branded materials.
This Brand Book represents an opportunity to establish and extend equity for the Beijer Ref Australia brand. Communications created based on these standards and guidelines will help ensure that customers, members, industry professionals, and other organisations will perceive Beijer Ref Australia as a leader in the global refrigeration & HVAC industry.
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HOW TO USE THIS BRAND BOOK?
WHO SHOULD USE THESE BRAND GUIDELINES?Any one of us at Beijer Ref Australia who is creating communication about our company and the products and services we offer.
HOW DO I FIND THE RULES THAT RELATE TO MY SITUATION?For starters, read (insert) which sets the context for our brand identity and lays out the essential components to follow when building the brand into any communications. These are the basic brand design rules with which we should all be familiar.
Whether you work in a business unit, at a fully-owned or co-owned property or in a corporate function, these brand guidelines are set up to anticipate the most common cases where the Beijer Ref Australia brand is shown, Guidelines are divided into sections determined by which user (you) is speaking to which audience about what aspect of Beijer Ref Australia offering.
In any case where you feel you need further guidance or clarification, please contact:
Dio ZhaoMarketing [email protected]
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Through our brand image, efforts continue to work better as “one company” and to develop a more integrated approach in marketing the Beijer Ref Australia brand to clients and consumer alike. The idea is simply to share, as this will allow us to coordinate initiative and maximise our overall impact in the market.
In order to achieve this objective, and as it is already the case, it is imperative that all trade and consumer communications continue to be seen by Corporate Marketing prior to going into market. The earlier we can see your material, the better.
Please share communications pieces at the mock up stage.
Along with the material in question, the following information should be included:• Material deadline• In market date• Name of the media property where communication will appear
Please resubmit the final version of your communication pieces to [email protected].
Corporate Marketing will provide feedback within 24 hours of reception, at both stage of the process.
Contact: Dio Zhao Marketing Manager [email protected]
We are available to help with any questions you may have as you work with these guidelines. If you are creating trade or consumer communications that are not specifically addressed in these guidelines, please contact us. We will help you determine the best approach to Beijer Ref Australia branding for your situation.
THE APPROVAL PROCESS
OVER
VIEW
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HISTORY
Beijer Ref is a technology-oriented trading Group which, through added-value products, offers its customers competitive solutions within refrigeration and air conditioning.
Beijer Ref is one of the largest refrigeration wholesalers in the world, and is represented in Belgium, Denmark, Estonia, Finland, France, Ireland, Italy, Latvia, Lithuania, Poland, Holland, Norway, Romania, Switzerland, Slovakia, Spain, United Kingdom, Sweden, the Czech Republic, Germany, Hungary, South Africa, Mozambique, Zambia, Botswana, Namibia, Malaysia, Thailand, India, Australia and New Zealand.
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OUR BRAND
Beijer Ref represents leading companies in the sector within the different product segments.
Beijer Ref represents leading companies in the sector within the different product segments, including Alco, Alfa Laval, Armacell, Bitzer, Bock, Carel, Castel, Copeland, Cupori, Danfoss, Embraco, Frigabohn, Halcor, Henry, Honeywell, Luvata, Luve and Tecumseh.
The Group’s product programme within comfort cooling includes air conditioning and heat pumps from the Japanese companies, Toshi-ba, Mitsubishi Heavy Industries, Mitsubishi Electric, Hitachi, Panasonic and Daikin as well as the South Korean companies, LG and Samsung, and the Italian company, Aermec.
Aircool air-conditioning units is Beijer Ref’s own brand. The Group also has European rights in relevant countries to market and sell Carrier’s brand, Totaline, within refrigeration and air conditioning.
BASI
C ELE
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CORPORATE LOGO - MASTER
In some cases, the Beijer Ref Australia lagline “refrigaration & hvac” can not been seen clear on the print ad, branded promotional item or any other marketing caterial, the substitute corporate logo which is without the lagline can be applied.
If you have any questions on the Beijer Ref Australia logo, contact Beijer Ref Australia Marketing.
Email [email protected] for the approved versions of the logo.
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SUBSTITUTE LOGO FORMATS
CLEAR SPACE REQUIREMENTSThe B-height of the Beijer Ref Australia logo is based on the height of the B in Beijer Ref. No design elements, type or photos should come any closer to the logo than B. The actual distance of B will change depending on how large the logo is scaled.
PROPORTIONThe Beijer Ref B icon and type should always be kept in proper proportion to maintain the integrity of the logo.
Always use the approved logo files and use only vector files of the logo when printing. Never try to recreate the logos yourself, but if you need to scale the logo, always constrain proportions so the height and width are scaled together. To maintain the correct proportions of the Beijer Ref Australia logo, always hold down the shift key as you drag the corner to increase or decrease its size.
SIZEThe Beijer Ref Australia Substitute logo should not appear smaller than 50mm in any printed material, or 150 pixels wide on screen.
50mm
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LOGO VARIATIONS
Beijer Ref Australia logo with tag line on dark background: white
Beijer Ref Australia logo with tag line on dark background
Beijer Ref Australia logo with tag line: black Beijer Ref Australia logo without tag line: black
Beijer Ref Australia logo without tag line on dark background
Beijer Ref Australia logo without tag line on dark background
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LOGO VARIATIONS - USE CAREFULLY
In some cases, you are allowed to use Beijer Ref Australia symbol independently, however, please get approval from Beijer Ref Australia Marketing before it goes to public.
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LOGO VIOLATIONS
Do not alter the architecture of the Beijer Ref Australia logo by compressing or expanding.
Do not place the Beijer Ref Australia logo over busy images.
The typestyle is an integral element of the Beijer Ref Australia logo. Do not adjust or substitute a secondary typeface.
Do not rotate the Beijer Ref Australia logo.
Colour is an integral element of the identity system. Do not change Beijer Ref Australia logo colours with disapproved colours.
Do not change the font of the logo Tagline.
Do not use drop shadow.
Elements of the logo are never to be isolated or used outside the context of the complete logo.
If you have any questions on the use of the Beijer Ref Australia logo, contact Beijer Ref Australia Marketing.
Email [email protected]
refigeration & hvac
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LOGO PLACEMENT - DL
The Beijer Ref Australia logo should always appear in the top left area of the grid. If this position is not available then the Beijer Ref Australia logo should position on the bottom right of the grid.
Alternative positionPreferred position
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Alternative positionPreferred position
The Beijer Ref Australia logo should always appear in the top left area of the grid. If this position is not available then the Beijer Ref Australia logo should position on the bottom right of the grid.
LOGO PLACEMENT - A5, A4, A3 & LARGER FORMATS
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CO-BRANDING OPTIONS
Events and publications may be sponsored by a wide range of bodies, each of which will require its brand identity to appear on all types of marketing collateral.
To deal with this issue an area should be allocated for co–branding and divided into a grid of equal areas according to the number of brands that need to appear.
This should comply with all minimum size and exclusion zone requirements. The Beijer Ref Australia identity should always appear in the top left area of the grid. If this position is taken by a lead sponsor then the Beijer Ref Australia identity should take the outside right position.
Alternative solutionPreferred solution
Partner Logo Partner Logo
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Leaders in the Global Refrigeration & HVAC Industry
SLOGAN
Beijer Ref Australia’s slogan is “Leaders in the Global Refrigeration & HVAC Industry.” It should be on all printed and digital marketing communication material either in the header or in the footer.
Font: Myriad Pro –Bold SemiCondensed Italic or SemiCondensed Italic
Colour: Beijer Ref Australia Ice Blue (White and Black are also acceptable).
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PRIMARY COLOUR PALETTE
COLOURS
The Beijer Ref Australia colour palette consists of a primary & a secondary palette. The primary palette forms a solid and stable base to our identity and has a consistent presence on all communications. The secondary palette is used to add vibrancy and depth of personality when required.
Beijer Ref Australia Cold Blue, Ice Blue & Snow Grey are the primary colours to be use. When communicating anything within the Beijer Ref Australia brand, these colours should be the dominant colours.
PMS, CMYK, RGB and HEX values for both print and online use are provided for accurate colour definition. These colours can be tinted to 10% to 90% for flexibility If you have a question about the Beijer Ref Australia colours, contact Beijer Ref Australia Marketing.
Email [email protected] for the approved versions of the logo.
BRA Cold BluePMS: Pantone 285CMYK: 91, 53, 0, 0RGB: 0, 113, 185HEX: 0071b9
BRA Ice BluePMS: Pantone 306CMYK: 81, 4, 5, 0RGB: 0, 178, 226HEX: 40b4e4
BRA Snow GreyPMS: Pantone 431CMYK: 66, 52, 44, 17RGB: 93, 103, 112HEX: 5c6770
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COLOURS
SECONDARY COLOUR PALETTE
PMS: Pantone 158CMYK: 2, 66, 100, 0RGB: 239, 118, 34HEX: #EF7622
PMS: WhiteCMYK: 0, 0, 0, 0RGB: 255, 255, 255HEX: #FFFFFF
PMS: BlackCMYK: 0, 0, 0, 100RGB: 0, 0, 0HEX: #000000
The secondary colour palette includes a range of colours that complement, add a deep, rich quality to the the primary colors without overpowering them. These colours can be tinted to 10% to 90% for flexibility.
Note: The use of too many secondary colours will dilute the power of the primary colours.
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TYPOGRAPHY
MYRIAD PRO (SEMI) CONDENSED
Myriad Pro CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Myriad Pro Condensed ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Myriad Pro Bold CondensedABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Myriad Pro Bold Condensed ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
MYRIAD PRO
Myriad Pro RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Myriad Pro ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Myriad Pro BoldABCDEFGHIJKLMNOPQRSTUVWXYZa 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 1234567890
Myriad Pro Bold ObliqueABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Myriad Pro ExtraLightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Typography is a powerful tool in the development of a creative identity. Using a typeface consistently makes it reognisable. It pulls together communicaitons and makes them more distinctive. The style of type we use to bring our communication to life sets the tone of our brand, clean, modern and stylish.
The Beijer Ref Australia brand uses Myriad Pro in all uses: title, headlines and body text.
For further information regarding download, and usage of this font, contact Beijer Ref Australia Marketing:Email [email protected] for the approved versions of the logo.
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SUBSTITUTE TYPEFACES
ARIAL
ArialABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Arial ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Arial Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890
Our substitute font is Arial. This should be sued when Myrad Pro not available.
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PHOTOGRAPHY
ABSTRACTPEOPLE
SCENERY
PRODUCT
PLACE
A carefully managed approach to selecting photography will help position the Beijer Ref Australia brand and create a distinctive and lasting impression. There are five general photographic categories for image selection, Scenery, Abstract, Place, People and Product. Using images from these categories can help support text messages.
Beijer Ref Australia Marketing holds a photography library, for requesting a photo please contact Beijer Ref Australia Marketing. Email [email protected]
STYLE TO AVOIDE
Photography less than 300 dpi at actual printed size should not be used. Photography should be kept simple with a singular focus so as not to distract from the design. Images with low or bad lighting should not be used and photography should not be scaled disproportionately.
Clip art should never be used.
COMING SOON...
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GRIDS
A4 & A3 - 24 X 16 PORTRAIT 16 X 24 LANDSCAPE
DL - 24 X 16 PORTRAIT 9 X 6 LANDSCAPE
When developing layouts for print applications, follow the grid proportions shown on this page.
These grids will help you place copy and imagery in a consistent manner. All grids should have a 5mm margin on all sides and 5mm gutters.
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GRAPHIC ELEMENTS
BEIJER REF AUSTRALIA PATTERN
Use in flyers, posters and banners.
STAT
IONE
RY
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LETTERHEAD
The Beijer Ref Australia letterhead is printed on A4 (297mm x 210mm) 100 gsm paper.
The Beijer Ref Australia logo is to be placed on the left hand side at the top of the page, with 20mm left and right margins.
Arial Regular 10 pt, line spacing at 1.15, left aligned.
BEIJER REF AUSTRALIA PTY LTDwww.beijerref.com.au
10/88 Dynon RoadWest Melbourne 3003
Victoria, AustraliaTel: (+61) 3 9371 1300
Fax: (+61) 7 3277 3558Email: [email protected]
A.B.N. # 62 133 913 283
Auburn u Albury u Archerfield u Geebung u Rockhampton u Gladstone u Gold Coast u Townsville
Bendigo u Thomastown u West Melbourne u Ballarat u Adelaide u Perth
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BUSINESS CARD
Craig BicketGeneral Manager
Australia
Beijer Ref Australia Pty Ltd 10/88 Dynon RoadWest Melbourne 3003 Victoria, Australia
% +61 3 9371 1300
+61 4 3887 6242
The Beijer Ref Australia letterhead is printed on 85mm x 52mm,150 gsm card.
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PRESS RELEASE
PRESS RELEASE
/beijerrefaustralia/company/beijer-ref-australia @BeijerRefAUbeijerref.com.au
Date
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For more information please contact:
Beijer Ref AustraliaTel: (+61) 3 9371 1300 Fax: (+61) 3 9372 5588Email: [email protected]
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COMPANY FOLDER
beijerref.com.au
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POWERPOINT TEMPLATES
Title Here
Presentation Title Here Sub title here
Your NameTitle
dd/mm/yyyy
33
EMAIL SIGNATURE
P: +61 9 573 0060 | M: +61 438 876 242 | E: [email protected]/88 Dynon Road, West Melbourne, Victoria, Australia 3003beijerref.com.au
Dio ZhaoMarketing Manager
APPL
ICAT
IONS
35
CORPORATE MERCHANDISING
Every year the Beijer Ref Australia logo is placed on a wide variety of merchandise - apparel, and gift items. Its adherence to the Beijer Ref Australia’s identity program is extremely important to the Beijer Ref Australia brand.
The Beijer Ref Australia logo incorporates unique features and may not be redrawn, reconstructed, or modified in any way. The integrity of the logo should always be maintained. For most of the time, the substitute logo formats (without the tagline) should be use. It may also be etched on metal or glass or stamped on metal or leather.
The Beijer Ref Australia logo should always be reproduced at a size that maintains the integrity of the mark and yields clean and legible lettering and art detail. The decision about whether to use the complex version or the simple version on merchandise should be made with this requirement in mind.
The minimum size for the logo on most merchandise is 35mm. In embroidery applications, the minimum size for the logo should be 90mm width.
BackgroundThe Beijer Ref Australia logo may be printed on any solid colour, screen of colour, or textured or photographic background that provides sufficient contrast for the logo to appear clearly and legibly.
Clear Space and FramingThe Beijer Ref Australia logo may not be integrated into an illustration, cartoon, or other symbol or logo.
The Beijer Ref Australia logo may not be placed in such proximity to type, illustrations, logos, or other elements that causes overlap or visual encumbrance.
All Beijer Ref Australia merchandising must be approved by Beijer Ref Australia Marketing.
If you have a question contact Beijer Ref Australia Marketing.
Email [email protected]
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CORPORATE MERCHANDISING - SAMPLES
© 2016 Beijer Ref Australia. All rights reserved. Leaders in the Global Refrigeration & HVAC Industry
