NTT Communications Channel Branding .Channel Branding Guideline The NTT Communications Brand Book

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  • NTT CommunicationsChannel Branding Guideline

  • 1The Purpose of NTT CommunicationsChannel Branding Guideline

    The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying out the design rules for globally unifying

    the NTT Communications image that customers come into contact with. These guidelines will help establish a clearer profile for the corporate image

    and enhance the value of the corporate brand.

    The Brand Book provides a new design system for the Visual Identity (VI), which is composed of the NTT corporate brand mark, corporate brand

    colours, and corporate slogan applicable for partner usage. These elements symbolically represent the corporate philosophy and business vision of

    the NTT Communications Group.

    The introduction of the new VI design system will enable the image of NTT Communications to be communicated efficiently and effectively all over

    the world, and help to improve the efficiency of the production process when creating proposal documents or promotional tools, such as brochures

    and flyers.

    Please ensure that all marketing efforts contribute to improving brand value by gaining a correct understanding of the brand concept and observing

    appropriate usage of the VI through the Brand Book.

    We ask that you read through the material well and contribute to the correct usage of the VI. All forms of brand application are subjected to

    final approval by NTT Singapore Pte Ltd (NTTS). Submissions must be completed and sent to your NTTS Account representatives or

    via email at marketing@ntt.com.sg at least 2 working days in advance.

  • 2NTT CommunicationsChannel Branding Guideline

    NTT Communications VI Design System

    1. Visual Identity (VI) Corporate Brand Mark with Slogan

    A

    The NTT Communications Brand Book is comprised of 2 sections:

    A - The NTT Communications VI Design System

    B - The NTT Communications Preferred Partner VI Design System

    NTT Communications

    Channel Branding Guideline

    1. NTT Communications Preferred Partner (PP) Logo

    2. PP-VI Isolation and Stipulated Minimum Size

    3. NTT Communications PP Logo Display Colour Logo

    4. NTT Communications PP Logo In Relation To Background Colour

    5. NTT Communications PP Logo Dos and Donts

    6. NTT Communications PP Logo Application

    6.1 Business Card

    6.2 Poster / Print Ad

    6.3 Pull-up banner

    6.4 Web page (homepage 1 single page)

    6.5 Stationeries (letter head and envelope)

    B NTT Communications Preferred Partner VI Design System

  • NTT CommunicationsVI Design System

    The NTT Communications brand is reflected in a singular identity. Distinct from

    competitors, it is curated to leave a signature and recognisable impression for all

    customers, employees and shareholders. Through a series of core design elements

    introduced here, this guide will serve to give our brand a sense of belonging and

    visual character.

    A

  • NTT Communications basic design elements are composed of the corporate brand mark, corporate

    brand colour, company name logotype and stipulated fonts. These elements comprise the core of NTT

    Communications Brand Book VI Design System. Correct use of these elements enables the presentation of a

    consistent NTT Communications image. Before creating any items using the basic design elements displayed

    below, you should thoroughly familiarise yourself with the definitions and stipulations on each page.

    A-1

    This is the most important element, serving as it does as

    the core visual communication element.

    CORPORATE BRAND MARK

    This slogan refers to Vision 2020

    CORPORATE SLOGAN

    These are the colours used in the corporate brand mark.

    CORPORATE BRAND COLOUR

    Golden yellow Cobalt blue Gradation

    (English)

    OFFICIAL COMPANY NAME LOGOTYPE

    These are fonts chosen to provide the various display

    elements with a uniform appearance.

    CORPORATE BRAND MARK

    (English) Neue FrutigerFrutiger Condensed

    VI elements may be combined in the two formats horizontal or vertical shown below. It is important for VI

    display to be independent and distinguishable. For this reason, it should be isolated to a certain degree, with

    no other design elements or text intruding on the isolation (protected) area. The corporate slogan is always

    used together with corporate brand mark, and never on its own.

    BASIC DESIGN ELEMENTS VI STIPULATIONS ISOLATION AND STIPULATED MINIMUM SIZE

    X0.09X 0.1X

    0.1X

    0.1X

    MINIMUM SIZE for outputted materials (PRINTS)

    25mm

    MINIMUM SIZE for outputted materials (WEB)

    125pixels

    Stipulated minimum horizontal length of the corporate brand mark for printed media is 25mm.

    * Stipulated minimum horizontal length of the corporate brand mark for Web media is 125pixels.

    Since use of any smaller size may result in poor reproduction and smudging of corporate slogan tagline details, do not use any

    size smaller than the stipulated minimum size.

    Visual Identity (VI) Corporate Brand Mark with Slogan

  • NTT Communications Preferred PartnerVI Design System

    Our partners have always played an integral role in our success. This is why we have

    placed much emphasis on this segment of the brand book. Here, you will find some

    design guidelines dedicated solely for our preferred partners. Adhering strictly to

    these rules will effectively give our partners a uniform and distinct identity.

    B

  • Below is the standard display position of the corporate brand logo with Preferred Partner (PP) mark. From a design point

    of view, the balance between the corporate brand mark and Preferred Partner mark is based on exact calculations, and

    for that reason it cannot be changed.

    NTT Communications Preferred Partner (PP) Logo B-1

  • Design elements must be adhered to as shown below. It is important for PP-VI logo to be independent and distinguishable. For this reason,

    it should be sized at the exact weightage of partnering logos and isolated to a certain degree, with no other design elements or text intruding

    on the isolation (protected) area.

    PP-VI Isolation and Stipulated Minimum Size B-2

    Stipulated minimum horizontal length of the corporate brand mark for printed media is 45mm.

    * Stipulated minimum horizontal length of the corporate brand mark for Web media is 295pixels.

    Since use of any smaller size may result in poor reproduction and smudging of corporate slogan tagline details, do not use any size smaller than the stipulated minimum size.

    MINIMUM SIZE for outputted materials (PRINTS)

    45mm

    MINIMUM SIZE for outputted materials (WEB)

    295pixels

    X

    0.5X0.5X

    0.5X 0.5X

    0.5X

    0.5X

  • Monochrome display like those shown below may be used depending on printing considerations, display item characteristics, purpose, and so

    forth. To accurately express the corporate brand colours, the positive type brand mark should be preferentially used where monochrome display

    is employed. If, however, the negative type would be more effective for certain items, it may be used. You may use the brand mark without

    gradation when printing or material considerations make use of gradation difficult.

    NTT Communications PP Display Colour Logo B-3

    POSITIVE-TYPE POSITIVE-TYPE

    Monochrome version (with gradation) Monochrome version (without gradation)

    POSITIVE-TYPE

    POSITIVE-TYPE POSITIVE-TYPE POSITIVE-TYPE

  • NTT Communications PP Logo In Relation to Background Colour B-4

    Wherever possible, use the post-type cobalt blue and golden yellow brand mark. The chart below shows reproducibility of the Preferred Partner mark in relation to

    background colour changed in 10% increments. When displaying the Preferred Partner mark, pay due consideration to backgrounds (photos, etc. as well as colours)

    that are similar to the Preferred Partner mark colour that they significantly reduce the marks visibility or cause halation (blurring or unpleasant appearance, etc.).

    Choose which type of Preferred Partner mark is most suitable according to your judgement of which provides the best visiblity in relation to the background colour.

    10% 20% 30% 40% 50% 80%60% 90%70% 100%

    Colbalt Blue

    Green

    Black

    Deep Skyblue

    Red

    Yellow

  • B-5NTT Communications PP Logo Display Dos and Donts

    A corporate brand mark needs to be used correctly in order to perform the function for which it is designed. Correct use enables the presentation of

    a consistent NTT Communications image. Particular care should be exercised in the use of the corporate brand mark, since it is the central element

    of NTT Communications design system. Be absolutely sure to avoid the following incorrect usages.

    Dont change the sizes of frameand logotype relative to each other.

    Dont stretch or shrink the markhorizontally or vertically.

    Dont change the colour combination.

    Dont add other elements.

    Dont display other elementsaround the brand mark.

    Dont use the frame by itself.

    Dont change the positioning of the PP

    and logotype relative to each other.

    Dont add bordering.

    Dont use any colours other thanthe stipulated colours.

    Dont use solid white display for only certain parts.

    Dont display the brand mark against a background of the same kind of colour, or against a pattern.

    Dont combine the frame with other elements.

    Do