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Branding Guideline Version 1

Brand book - Empirico

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This is a Brand Guideline for Empirico. This document will give you details about our cooperations visual identity, and how to create materials for a unified look. The guideline build a consistency of branding communications in the community that we operated. Empirico creates a specific visual identity for our customers and audience by using this branding guideline. The company overview introduce our history, services, mission statement as well as our value. The visual identity part conveys the meaning of our logo. It is introducing what is our visuals relied on. ( colour palette, typographic system, and other related visual tool. We also market our divisions in this document as well. The application part is the stationary that complement our visual identity. We designated to use various of related visual elements such as website, promotional items, usage.

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Page 1: Brand book - Empirico

Branding Guideline Version 1

Page 2: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

HOW TO USE THIS DOCUMENT

OUR COMPANYCompany over v iewOur miss ionBrand at t r ibutes

VISUAL IDENTITYOur logoLogo rat ionaleLogo st ructurePreferred logosAlternate logosOn-screen logosBuf fer zoneMinimum size On backgroundsImproper usage Tagl ineConf igurat ionWorld ver isonColour vers ionMinimum size

ColoursPr imary coloursSecondary colours

ImagerySubject mat ter / St y leImproper imagery

TypographyLogo t ypefacePr imary t ypefaceSystem t ypefaceType set t ing guide

AnimationStoryboardAnimat ion

DIVISIONSInt roduct ionStructureImproper usage

APPLICATIONSGraphic elementsStat ionary graphicsOn-screen graphicsAl ternate graphics

Stat ionaryBusiness card (f ront / back)Let ter head (f ront / back)Envelope

UsageSignagePromotional i temsWebsi te

BRAND MANAGEMENT

1

2

345

6

789

10111213141516

1718192021

222324

252627

2829303132

333435

36373839

40

41424344

45464850

51525354

55

CO N T EN T S

Page 3: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

How to use the Empirico branding guideline

Welcome to the Empir ico Branding Guidel ine. This document wi l l give

you detai ls about our cooperations visual identit y, and how to create

materials for a unif ied look. The guidel ine bui ld a consistency of branding

communications in the community that we operated.

Empir ico creates a specif ic visual identit y for our customers and audience by

using this branding guidel ine. The company overview introduce our history,

services, mission statement as wel l as our value. The visual identit y par t

conveys the meaning of our logo. I t is introducing what is our visuals rel ied

on. ( colour palet te, t ypographic system, and other related visual tool. We

also market our divis ions in this document as wel l. The application par t is the

stat ionary that complement our visual identit y. We designated to use various

of related visual elements such as website, promotional i tems, usage.

H OW TO U S E T H E EM P I R I CO B R A N D I N G G U I D EL I N E

Page 4: Brand book - Empirico

1. Company Overview

2. Our Mission

3. Brand Attributes

OUR COMPANY

Page 5: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Company overview

EMPIR ICO is the business of investment and

insurance solut ions. For over 100 years,

Empir ico has been helping our customers

make smar t f inancial choices, whi le

providing the r ight insurance, savings and

investment products to ful f i l needs. Our

goal is to provide “practical direction”

based on straight forward discussion,

l istening and sound advice... We

encourage our customer to look forward

the future, hence our tagl ine being

“Your Desirable Future”

3

O U R CO M PA N Y

3

Page 6: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

We are dedicated in bui lding a l i fe long

trustwor thy relat ionship with our customers

by providing rel iable service and business

solut ions to ful f i l l their needs. We provide

our customers with the knowledge to

make practical and informed decisions.

We suppor t and serve the communit ies in

which we operate.

4

Our mission

O U R CO M PA N Y

3

Page 7: Brand book - Empirico

Our brand at tr ibutes is our value to

our customers, whi le ref lect ing our

character ist ics in business. Our brand

at tr ibutes are at the foundation of our

corporation and ensures our high standards

of behaviours and our per formance.

5

ConfidentInformative

SECURE R o y a lPowerful

ContributiveInvit ing

LoyalDesirable

Friendly

Brand attributes

O U R CO M PA N Y

3

Page 8: Brand book - Empirico

1. Logo

2. Tagline

3. Colours

4. Imagery

5. Typography

6. Animation

VISUAL IDENTITY

Page 9: Brand book - Empirico

Logo rationale

Logo structure

Preferred logos

Alternate logos

On-screen logos

Clear space

Minimum size

On background

Improper usage

Our logo

Page 10: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

V I S U A L I D E N T I T Y / O U R L O G O

8

The visual mark shows that our company

protects our customers. The two curved

shapes resemble two arms. Each arm

consists of two par ts, one is the arm and

the teardrop shape is the hand. These

shapes represent our company. The two

abstract hands protect the dot in the

middle. This dot symbolizes our customers.

The two arms and hands surround the

dot representing our holding of our

customers. The customer is our most

impor tant element and is at the center

of our business. We provide service in

order to protect them and their future. An

abstract eye is included in the negative

space meaning “we keep an eye on our

customers and their investments.”

Logo rationale

Page 11: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Our logo consists of the visual mark and

the logotype. The visual mark is bounded

by a geometr ic circle. The orange

dot s i ts in the center of the circle. S ix

geometr ic circles are the foundation

of the visual mark, and the elements

contained in the circle are ex tensions of

smaller circles.

The distance between the let ter ‘M’ and

‘P ’ is the def ined as Y. The distance

between the visual mark and the

logotype is 2 t imes that of the Y distance.

Logo structure

2 × Y Y

Y

Y

V I S U A L I D E N T I T Y / O U R L O G O

9

Page 12: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

We have a total of s ix logo versions. Be

sure to use these logos appropriately. On

the lef t are two gradient logo versions we

preferred to use. Use these two logos in

advanced. One is for use on screen and

the other is for pr int. Use the CMYK logo

only when print ing. Use the RGB logo for

digital devices and media.

10

Prefered logos

V I S U A L I D E N T I T Y / O U R L O G O

Gradient print ing vers ion in CMYK

Gradient screen vers ion in RGB

Page 13: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Three alternate logos are displayed on the

lef t. Use these logos when CMYK logos can

not be used.

B lack logo posit ive: use this version when

the application requires a simpli f ied mark

in black. Apply this in a l ight background.

White logo negative: use this version when

the application requires a simpli f ied logo

in white, and the background is too dark

to al low to use of the preferred logo.

2 colour logo version: use this version

when the application requires a two

colour or s impli f ied logo.

Alternate logos

Black logo posi t ive

White logo negat ive

2 colour logo vers ion posi t ive

V I S U A L I D E N T I T Y / O U R L O G O

11

Page 14: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Use this three RGB logos on screen for

Microsof t word, Powerpoint presentations,

and al l the Microsof t Of f ice Applications.

Only use these three logos on digital

devices such MACs, PCs, smar t phone, etc.

On-screen logos

Single colour vers ion negat ive

Gradient screen vers ion in RGB

2 colour vers ion posi t ive

V I S U A L I D E N T I T Y / O U R L O G O

12

Page 15: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

The logo has a def ined clear space that

nothing should be included in. This also

def ines the minimum distance to the edge

of a pr int ing document. The clear space

around the logo is equal to the X height

of the geometr ic circle around the visual

mark. Any tex ts, graphic elements or

other visual marks are not al lowed to be

posit ioned in the def ined clear space.

X XX 2 × Y Y

X

X

X

Y

Y

Buffer zone

V I S U A L I D E N T I T Y / O U R L O G O

13

This buffer zone is funct ional when apply the tagl ine with the logo

Page 16: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

The minimum sizes of the preferred logos

and alternated logos (including gradient

and non gradient version) is displayed

on the lef t. Our preferred logo which is in

gradient is a l i t t le larger in order to show

the legibi l i t y of the gradient ef fect.

Minimum size

Pr int vers ion gradient0.3’’

Screen vers ion gradient0.36’’

Pr int vers ion non-gradient0.25’’

Screen vers ion non-gradient0.3’’

V I S U A L I D E N T I T Y / O U R L O G O

14

Please note that this is 125% of the actual logo s ize

Page 17: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

The logo could be placed in either a

dark or a l ight background. When the

background is a dark sol id colour, use the

white version. When the background is

l ight use our preferred logo. Please make

sure that the background should also

maintain the legibil i ty. This principle is used

in various appications such as posters,

adver tisements, and publishing layout, etc.

On background

V I S U A L I D E N T I T Y / O U R L O G O

15

Page 18: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Here are several ways that are not legible

for using the logo. The logo should never

be modif ied in any way. This is either the

posit ioning or direction or color... of the

f ixed elements within the logo. On the lef t

are some typical example of improper

usage of the logo.

Do not expand Do not shrink Do not add stroke on

Do not add a drop shadow on Do not f l ip the colour Do not change the colour

Do not rearrange Do not l ink words Do not put b lack logo to dark

Do not put gradient in the logotype Do not outl ine i t Do not use without the visual mark

Do not rotate i t Do not cropping i t Do not put on people’s face

Save Your Money

Improper usage

V I S U A L I D E N T I T Y / O U R L O G O

16

Page 19: Brand book - Empirico

Tagline

Configuration

World versions

Colour versions

Minimum size

Page 20: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

The tagl ine is based on our mission

statement: “We encourage our customers

to look forward their future”, which is

communicates our value. The tagl ine is

staight forward, welcoming, encouraging,

royaty and power ful.

The r ight post i t ion to place the tagl ine is

star ted form the ver t icle ex tension l ine of

the let ter ‘R ’. And end with the ver t icle l ine

of the let ter ‘O’. Also the tagl ine is l ined up

with the basel ine of the visual mark. The

height of the tagl ine is being def ined as

Y distance. The Y distance is def ined as

the distance between the basel ine of the

logotype and the basel ine of the visual

mark. For more detai l , see Page 9.

V I S U A L I D E N T I T Y / TA G L I N E

Configuration

18

Visual Mark

Tagl ine

Logo Type

Final Logo

Y

2 × YY

Y

Page 21: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

We have translated our tagl ine for

international usage in a various countr ies

and languages. I t is showing that our

company is international and welcoming.

V I S U A L I D E N T I T Y / TA G L I N E

International versions

Engl ish Vers ion

French Vers ion

Spanish Vers ion

Chinese Vers ion

19

Page 22: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Here are some exaples of the logo with

tagl ine. Use these gradient colour vesion

in advance when is appl icable. Be sure to

choose the r ight one. For more detai l , see

Page 10 to page 12.

V I S U A L I D E N T I T Y / TA G L I N E

Colour versions

20

Page 23: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

The minimum size of the logo with

tagl ine should be legible to read. I f the

application is too small to show the

tagl ine, only use the logo by i tselt, do not

make the tagl ine i l legible.

V I S U A L I D E N T I T Y / TA G L I N E

Minimum size

Pr int vers ion non gradient0.375’’

0.4” Screen vers ion gradient

Pr int vers ion gradient0.4’’

0.375’’ Screen vers ion non gradient

21

Please note that this is 125% of the actual logo s ize

Page 24: Brand book - Empirico

Colours

Primary colours

Secondary colours

Page 25: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

The colour palet te is made up of the

Empir ico blue in a varioty of t ints.

V I S U A L I D E N T I T Y / C O L O U R S

Primary colours

23

C M Y K

R G B

HEX #2B316A

100 9634 10

43 49 106

C M Y K

R G B

HEX #2A2E7F

100 989 9

51 51102

C M Y K

R G B

HEX #2F4BA0

93 820 0

47 75160

C M Y K

R G B

HEX #5175B9

73 530 0

81 117185

C M Y K

R G B

HEX #F4792C

065930

244 12144

Page 26: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

The secondary color is consists of l ighter tone

of Empir ico blue and orange. The colour used

in div is ion companies is also provided as wel l.

V I S U A L I D E N T I T Y / C O L O U R S

Secondary colours

24

Please not that this colour is only used for Empir ico Insurance

Please not that this colour is only used for Empir ico F inancial

C M Y K

R G B

HEX #8A9DC7F

46 330 0

138 157207

C M Y K

R G B

HEX #ACBEE2

31 190 0

172 190226

C M Y K

R G B

HEX #EDBE1B

7 241000

237 19027

C M Y K

R G B

HEX #B83755

22 92567

184 5585

C M Y K

R G B

HEX #FEECDA

0 7130

254 236218

C M Y K

R G B

HEX #F89D4F

0 47770

248 15779

Page 27: Brand book - Empirico

Imagery

Subject matter

Improper usage

Page 28: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

The subject mat ter for the imagery

convey the everyday l i fe, happy l i festy le,

cooperation, hand shaking, famil ies,

cheer ful, business advices, older and

younger generations, f ree l i festy le and

Educations, etc.

The sty le of the photography is natural

colours, day time and nature l ight, etc.

V I S U A L I D E N T I T Y / I M A G E R Y

Subject matter / Style

26

Page 29: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Do not use this kind of imagery as fol lows:

• Lonel iness

• Frustrated/depression

• Money, too l i teral

• Too cold or too dark

• Too abstract

V I S U A L I D E N T I T Y / I M A G E R Y

Improper imagery

27

Page 30: Brand book - Empirico

Typography

Logo typeface

Primary typeface

System typeface

Type setting guide

Page 31: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Empir ico use Avenir LT Std as our logo

typeface. Avenir is contemporary, modern,

round clean and invit ing. We use Avenir

Medium for the logotype and tagl ine.

V I S U A L I D E N T I T Y / T Y P O G R A P H Y

Logo typeface

29

AaABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Avenir LT Std Medium

Page 32: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Our Secondary typographic family is ITC

Avant Garde Gothic Std. This t ypeface is

suppor t ing the logotyoe of Avenir. And

it complements nicely with each other.

Always use this t ypeface when suppor t ing

the logo. ( Business card, Let ter head,

let ter tex ts). Use i t for pr int and on screen

as wel l. Considering use the Heavy weight

appropriately.

ITC Avant Garde Gothic Std Extra Light

ITC Avant Garde Gothic Std Book Oblique

ITC Avant Garde Gothic Std Extra Light Oblique

ITC Avant Garde Gothic Std Medium

ITC Avant Garde Gothic Std Demi

ITC Avant Garde Gothic Std Book

ITC Avant Garde Gothic Std Medium Oblique

ITC Avant Garde Gothic Std Demi Oblique

Primary typeface

V I S U A L I D E N T I T Y / T Y P O G R A P H Y

30

Page 33: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Use this typeface when the ITC Avant Garde

Gothic is not available.

Arial Bold

Arial Regular

Arial Bold Italic

Arial I tal ic

Arial Black

System typeface

31

V I S U A L I D E N T I T Y / T Y P O G R A P H Y

Page 34: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Type setting guide

Icidel eligent quae. Seque quos audisti destium esciendem et quiae. Namusda volupita quae volupta qui doluptibus re dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendes intioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro etur? Nequam dolorio officium acipsum alit, sam, ut liam, quia nos re, ius. Rum es et odion pro evellaborem fugiam aute quid mod

ITC Avant Garde GothicExtra l ight, 10/14 pts.

Icidel eligent quae. Seque quos audisti destium esciendem et quiae. Namusda volupita quae volupta qui doluptibus re dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendesintioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro etur? Nequam dolorio of ficium acipsum alit, sam, ut l iam, quia

I TC Avant Garde Gothic Book, 10/15 pts.

Icidel eligent quae. Seque quos audisti destium esciendem et quiae. Namusda volupita quae volupta qui doluptibus re dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendes intioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro etur? Nequam

I TC Avant Garde Gothic Book, 11/16 pts.

Icidel eligent quae. Seque quos audisti destium esciendem quiae. Namusda volupita quae volupta qui doluptibus dem aliquat pora dolupta ssitatur resci berati totatemposam aut faces sus, numendes intioss itaerro coressu mquissim reritem quas sinum quatur sed ma vent as ut ex et, qui ipicimus dere cus vitius cus debiti ius quia dolori omnitin porepre senis pro

I TC Avant Garde Gothic Medium, 12/17 pts.

For Pr imary Typeface: ITC Avant Garde

Gothic: Always set your t ypography f lesh

lef t, and ragged r ight.

32

V I S U A L I D E N T I T Y / T Y P O G R A P H Y

Page 35: Brand book - Empirico

Animation

Storyboard

Animation

Page 36: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

A single customer introduced

4 customers introduced

8 customers are introduced as a group

forming a circle in the center.

These group transforms into a big circle

The circle is blurr ing and shr inking into

a dot in the middle in which is a par t of

the Empir ico logo

One arm is fading introduced which

means we give a hand to you, we give a

hand to our customer

Introducing the other arm

Introducing the tagl ine from the

top - r ight s ide

Final ly, Empir ico logo forms

Storyboard

1

2

3

1 2 3 4

4

5

6

5 6 7 8

7

9

8

9

34

V I S U A L I D E N T I T Y / A N I M AT I O N

Page 37: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Please access these l ink for our logo animation.

Animation

35

V I S U A L I D E N T I T Y / A N I M AT I O N

http://www.youtube.com/watch?v=Sx_aKkXhhiM&feature=youtu.be

Page 38: Brand book - Empirico

1. Introduction

2. Structure

3. Improper usage

DIVISIONS

Page 39: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014 37

Empir ico Financial and Empir ico Insurance

are two divis ion of the Empir ico Group.

Introduction

D I V I S I O N

Financial

Insurance

Page 40: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014 1138

Structure

D I V I S I O N

Visual Mark

Div is ion name

Logo Type

Final Logo

Visual Mark

Div is ion name

Logo Type

Final Logo

For more detai l about the structure of the

divis ion, please refers to page 18.

Page 41: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014 39

On the lef t are some typical examples of

improper usage of the Empir ico divis ions.

Improper usage

D I V I S I O N

FINANCIAL

Insurance Financial

Do not change the logo type and the type

Do not create a special v isual mark

Do not repeat the colour onto the logotype Do not rearrange the div is ion name

Do not change the colour

Do not use al l upper case letters

Insurance Financial

Page 42: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

1. Graphic elements

2. Stationary

3. Usage

APPLICATION

Page 43: Brand book - Empirico

Graphic Elements

Stationary graphics

On-screen graphics

Alternate graphics

Page 44: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

The primary graphic element for Empir ico

is cropping from the Empir ico visual mark.

This graphic element in a meaning of “we

give a hand to you”, regarding our mission

statement which is to serve our customers

and the community.

The graphic element is placing on the

business cards, presentation folder and

the designated let terhead or any other

related documents. I t could be used either

digital ly or in pr int.

Stationary graphics

A P P L I C AT I O N / G R A P H I C E L E M E N T S

42

Page 45: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

The primary graphic element for Empir ico

is cropping from the Empir ico visual

mark. The graphic elements is meaning

we give a hand to you, regarding our

mission statement which is we serving our

customer.

This graphic element is designated for

placing on the website home page. Use

the graphics only on screen. Do not use i t

for pr int. Otherwise i t wi l l be i l legible.

A P P L I C AT I O N / G R A P H I C E L E M E N T S

On-screen graphics

43

Page 46: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Alternate graphics

A P P L I C AT I O N / G R A P H I C E L E M E N T S

The secondary graphic element is used

as an alternate to the primary graphic

element where appropriate. I t could be

placed in brochures, posters and any

related f i les.

44

Page 47: Brand book - Empirico

Stationary

Business card (front)

Business card (back)

Letterhead (front)

Letterhead (back)

Envelope

Page 48: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Typography

Name: ITC Avant Garde Gothic, demi 9/13 pts

Tit le: ITC Avant Garde Gothic, medium 8/13 pts

Indication: ITC Avant Garde Gothic, book 6/8 pts

Telephone: ITC Avant Garde Gothic, book 6/8 pts

Fax: ITC Avant Garde Gothic, book 6/8 pts

Email: ITC Avant Garde Gothic, book 6/8 pts

Address: ITC Avant Garde Gothic, book 6/8 pts

Website: ITC Avant Garde Gothic, book 6/10 pts

Type set t ing: Set t ing al l tex t f lush lef t,

ragged r ight, 20 point t racking.

Logo size: 0.25” X height

Color text

Name: CMYK: 100 96 34 10

Tit le: CMYK: 0 0 0 85

Indication: CMYK: 100 96 34 10

Telephone: CMYK: 0 0 0 85

Fax: CMYK: 0 0 0 85

Email: CMYK: 0 0 0 85

Address: CMYK: 0 0 0 85

Website: CMYK: 100 96 34 10

Print ing method: of fset

Paper: white 100 lb

Business card (front)

A P P L I C AT I O N / S TAT I O N A R Y

46

First & Last NameTitle of Postition

T 416-727-3300F 416-981-7892E [email protected]

25 St. Andrews StreetToronto, Ontario, CanadaM2B 3W4

www.empirico.com

0.375”0.375”

0.375”

0.375”

0.25”

0.25”

3.5”

0.875”

0.875”

Please note that the business card is 125% of actual s ize

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Business card (back)

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0.25”

0.25” 0.25”

0.25”

0.25”

0.25”

0.25”

0.25”

The bleed for the business card is 0.25”.

Please note that the business card is 125% of actual s ize

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Letterhead (front)

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48

Typography

Address: ITC Avant Garde Gothic, book 6/8 pts

Website: ITC Avant Garde Gothic, book 6/10 pts

Body text: ITC Avant Garde Gothic,

book 10/14 pts

Type set t ing: Set t ing al l tex t f lush lef t,

ragged r ight, 20 point t racking.

Logo size: 0.25” X height

Color Text

Address: CMYK: 0 0 0 85

Website: CMYK: 100 96 34 10

Body text: CMYK: 0 0 0 85

Print ing method: of fset

Paper: white plain paper

Please note that the business card is 50% of actual s ize

1.0”

1.0”

0.875”

1.0” 1.5”

1.0”

1.0”

1.0”

1.0”1.0”

1.0”

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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Letterhead (back)

A P P L I C AT I O N / S TAT I O N A R Y

49

0.25”

0.25” 0.25”

0.25”

0.25”

0.25”

0.25”

0.25”

The bleed for the business card is 0.25”.

Please note that the business card is 50% of actual s ize

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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Envelope

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0.375”

0.375”

0.375”

0.375”

0.375”

0.375”

Typography

Address: ITC Avant Garde Gothic, book 6/8 pts

Website: ITC Avant Garde Gothic, book 6/10 pts

Type set t ing: Set t ing al l tex t f lush lef t,

ragged r ight, 20 point t racking.

Logo size: 0.25” X height

Color Text

Address: CMYK: 0 0 0 85

Website: CMYK: 100 96 34 10

Print ing method: of fset

Paper: standard white plain envelope

Please note that the business card is 85% of actual s ize

Page 53: Brand book - Empirico

Usage

Signage

Promotional items

Website

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Signage

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On the lef t are some examples of how we

apply our logo to signage and other three

dimensional forms.

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Promotional items

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Here are some examples of how we apply

Empir ico logo to various promotional i tems.

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Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Use this home page for the main si te for

Empir ico website. Three website home

pages are based on the same template,

which could be animated as a sl ide show

on the main si te.

Website

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Page 57: Brand book - Empirico

Empir ico Branding Guidel ine Version 1.0 | Apri l 2014

Brand Management

Who to ask

Brenda Yin

Worldwide Communication

Corporate Brand Management, Empir ico Group

416.811.3120

brenda.yin@empir ico.com

25 St. Andrews Street

Toronto, Ontario, Canada

M2B 3W4

Where to download this branding guidel ine

www. empir ico.com/branding/guidel ine

B R A N D I N G M A N AG EM EN T