View
7
Download
0
Embed Size (px)
Visual Identity Guidelines
CCL Visual Identity Guidelines January 2015 03
Introduction to identity program
Every organization has a specific visual identity, and each element of communication contributes to the overall impression people have of the organization.
The purpose of these guidelines is to explain the components of the CCL visual identity program, to define its graphic design standards, and to illustrate how these standards are applied.
Many of the standards depend on relative size, proportion, and position. These have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to these graphic design standards will ensure continuity, a high standard of quality, and a clear, consistent identity for CCL.
Contents
Identity elements 05 Symbol 06 Logo lockup 07 Clear space and size 08 Color palette 10 Use on backgrounds 11 Use with photography 12 Typography 14 Corporate nomenclature 16 Incorrect logo use
Stationery 19 Business cards 20 Letterheads 22 Envelopes 23 Mailing labels 24 German formats 26 Press release 27 Email signature
Applications 29 Presentation folder 30 Print collateral 32 Avery® packaging sign off 33 Favicon 34 PowerPoint® 38 Signage 40 Promotional items
CCL Visual Identity Guidelines Identity elements 05
Identity elements 05 Symbol 06 Logo lockup 07 Clear space and size 08 Color palette 10 Use on backgrounds 11 Use with photography 12 Typography 14 Corporate nomenclature 16 Incorrect logo use
The CCL symbol has been designed to provide a bold, memorable mark to represent CCL in all forms of communication. Proper use of the symbol and how it is combined with the CCL name to form the CCL logo lockup are described on the following pages.
Always use the original and approved art; never alter any aspect of it. Do not attempt to redraw or recreate the symbol.
Symbol
CCL Visual Identity Guidelines Identity elements CCL Visual Identity Guidelines Identity elements06 07
Lockup for light backgrounds This version of the logo is most suitable for use on white or light colored backgrounds.
Lettering The letters for the name “CCL" have been specially designed and spaced. Do not replace with different lettering or try to recreate.
The CCL logo lockup is the combination of the CCL symbol and a specially designed wordmark for the name “CCL.” Two versions of the lockup have been created, one for use on light colored backgrounds, and one for use on dark colored backgrounds.
Always use the original and approved art; never alter any aspect of it. Do not attempt to redraw or recreate the lettering using computer fonts. The full CCL logo lockup should always be used. Never use the symbol separately from the wordmark.
Logo lockup
Lockup for dark backgrounds An alternate version of the logo has been developed for instances when it appears on dark or solid black backgrounds. The lettering for "CCL" appears in white, and the blue used within the symbol has been adjusted. Refer to the logo color specifications shown on page 08.
Never use the lockup for light backgrounds on black or dark colors. Never use the lockup for dark backgrounds on white or light colors.
To ensure its integrity and visibility, the logo should be kept clear of competing text, images, and graphics. It must be surrounded on all sides by adequate clear space, as shown in the diagram below.
The logo should never appear smaller than .25" (6mm) when used in print materials, or 25 pixels when used in digital formats.
Lockup spacing Shown below is the correct spacing between the symbol and the "CCL" wordmark. This relationship should never be altered.
Clear space and size
X
.75X.75X
.5X.5X
.25"
XX
CCL Visual Identity Guidelines Identity elements CCL Visual Identity Guidelines Identity elements08 09
The use of color is an important aspect of the CCL identity. The primary color palette consists of the colors that make up the CCL logo. Pantone® spot colors, as well as CMYK process colors, are specified for print use. RGB specifications are for use with on-screen and web applications, and are provided for a consistent appearance between different media.
Color palette, Primary
CCL Blue PANTONE 2935 CMYK 100/52/0/0 RGB 0/87/184
CCL Blue Alt. PANTONE 2172 CMY 85/40/0/0 RGB 0/118/206
Black PANTONE Black CMYK 0/0/0/100 RGB 0/0/0
White CMYK 0/0/0/0 RGB 255/255/255
Primary logo color The full color version of the logo should be used whenever possible. When used on light colored or white backgrounds, the lockup for light backgrounds is used. When used on black or dark backgrounds, the alternate lockup for dark backgrounds is used. See page 06 for more information. Light background lockup
CCL Blue (PANTONE 2935) Black
Dark background lockup CCL Blue Alt. (PANTONE 2172) White
Alternate logo color When it is not possible to use the full color version of the logo because of background color, material, or production method, the logo should be produced in solid CCL Blue, or reversed to all white. When printing in black and white only, an all black logo may be used.
Metallic Colors When using the logo on special communication materials such as folders, packaging, invitations, or announcements, the logo may be produced in a matching CCL Blue foil, or silver and gold foil/inks.
Color palette, Secondary
The secondary color palette supports the CCL identity. The colors in the secondary palette are not to be used for the logo. These colors may be used within publications, brochures, electronic communications such as Microsoft Word® and PowerPoint® documents, and other promotional materials.
Navy PANTONE 288 CMYK 100/72/2/12 RGB 0/44/119
Dark Red PANTONE 188 CMYK 16/100/65/60 RGB 118/35/47
Silver PANTONE 877 Match Silver Foil
CCL Blue Match Foil: PANTONE 2935 PANTONE 2172
Dark Purple PANTONE 525 CMYK 70/90/10/35 RGB 83/46/96
Dark Gray PANTONE 431 CMYK 45/30/20/50 RGB 94/106/113
Gold PANTONE 871 Match Gold Foil
Ocre PANTONE 131 CMYK 2/40/100/10 RGB 204/138/0
Light Gray PANTONE 428 CMYK 12/6/6/12 RGB 195/200/200
Beige PANTONE 4535 CMYK 5/7/32/10 RGB 209/201/157
Dark Green PANTONE 7484 CMYK 91/14/78/60 RGB 0/87/63
CCL Visual Identity Guidelines Identity elements CCL Visual Identity Guidelines Identity elements10 11
Use on backgrounds
Shown are examples of the correct way to use the logo on colored backgrounds and on printed materials. Always make sure that the color of the logo is in sufficient contrast to the background to ensure visibility.
Always maintain a high standard for production values. Consideration should be given to the choice of paper stocks and materials wherever possible for printing and production processes.
Shown are examples of the correct way to use the logo with photography. When there is not sufficient contrast between the full color logo and the background, it may be knocked out to all white. Place the logo in an area of the image that is not busy in order to avoid competition.
Use with photography
CCL Visual Identity Guidelines Identity elements CCL Visual Identity Guidelines Identity elements12 13
Graphik is the primary sans serif corporate typeface. Graphik should be reserved largely for professional designers and firms who use Adobe Creative Suite and who focus on developing external communications for CCL's various audiences. Shown are the approved weights and styles that may be used.
In cases where Graphik is not available, the substitute typeface Arial should be used.
Typography, Primary
Graphik ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 0123456789 !@#$%^&?*()
Graphik Regular Graphik Regular Italic
Graphik Light Graphik Light Italic
Graphik Medium Graphik Medium Italic
Graphik Semibold Graphik Semibold Italic
Arial Regular Arial Italic
Arial Bold Arial Bold Italic
Graphik Bold Graphik Bold Italic
Graphik Super Graphik Super Italic
Substitute typeface When communicating primarily through Microsoft Office® products, always use the default font Arial.
Approved weights and styles
Typography, Secondary
Minion Pro is the secondary serif corporate typeface. Minion Pro may be used as an alternative to Graphik for large areas of body text within communications. When setting large headlines and titles Graphik should be used. Shown are the approved weights and styles that may be used.
In cases where Minion Pro is not available, the substitute typeface Georgia should be used.
Minion Pro ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqr stuvwxyz 0123456789 !@#$%^&?*()
Minion Pro Semibold Minion Pro Semibold Italic
Minion Pro Medium Minion Pro Medium Italic
Minion Pro Bold Minion Pro Bold Italic
Georgia Regular Georgia Italic
Georgia Bold Georgia Bold Italic
Substitute typeface When communicating primarily through Microsoft Office® products, always use the default font Georgia.
Approved weights and styles
Minion Pro Regular Minion Pro Italic
CCL Visual Identity Guidelines Identity elements CCL Visual Identity Guidelines Identity elements14 15
Descriptors Descriptors may appear below the division title and are set in Graphic Semibold w
