Cavendish branding by MeMineMedia

CAVENDISH BRAND GUIDELINES

CONTENTS 01

THE LOGO

TYPOGRAPHY

COLOUR PALETTE

GRAPHIC ELEMENT

DESIGN EXAMPLES

01 CAVENDISH THE LOGO

01 THE LOGO THE LOGO

THE LOGO

THE LOGO The logo is the most visible element of your identity; a universal signature across all communications. The logo is used in print, on screen and on signage. It is a simple, easily recognisable logo with no drop shadows, no glossy reflections and no flashy graphic effects. The logo is a bold, simple, graphic statement. It signifies a touchpoint, and a connection. The logo is made up of two elements: the symbol and the logotype. Whilst it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best.

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SYMBOL

LOGOTYPE

01 THE LOGO THE LOGO suite

THE LOGO SUITE The Cavendish logo will change colour depending on the sector.

SECTORS: Engineering Green Energy Blue Maintenance Grey Point Orange

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03 COLOUR PALETTE LOGO SUITE

LOGO SUITE ON GREY Contrast is important Use the white logo on the corporate grey or dark backgrounds.

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01 THE LOGO LOGO CLEAR SPACE

100% 50%

LOGO CLEARSPACE To ensure that your logo is clearly visible in all applications, surround them with sufficient clear space —free of type, graphics, and other elements that might cause visual clutter—to maximize the recognition and impact of our identity. To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected. When the logotype or full name is used, a clear space of 100% of the symbol’s height should be maintained. In special circumstances when a 100% clear zone isn’t available or possible, use the second option of 50% clear space.

100%

01 THE LOGO MONOCHROME LOGOS

MONOCHROME LOGOS The preferred colour for your logo is 85% black with a highlight colour from the brand colour palette. In some cases, a full colour logo may not be practical or possible due to limitations in printing. For these instances we may use a grey version where the colour is replaced with 40% black.

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01 THE LOGO LOGO MISUSE

cavendish LOGO MISUSE Incorrect use of the Cavendish logo compromises its integrity and effectiveness. The examples of logo misuse (right) are not exhaustive; they are only a small sample of possible misuses of the Cavendish logo. To ensure accurate and consistent reproduction of the Cavendish logo, never alter, add to, or attempt to recreate it.

Don’t

change the typeface

Don’t

change the symbol

Don’t

change the colours

Don’t

change the proportions

Always use the approved artwork files.

Don’t

use greyscale

Don’t

stretch the logo

01 THE LOGO LOGO POSITIONING

LOGO POSITIONING We like to avoid placing the logo in the middle of an area. On any given format - landscape or vertical, the preferred logo placement should be in a corner position or center aligned at the right or left.

Try to avoid

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Correct Positioning

02 CAVENDISH TYPOGRAPHY

02 TYPOGRAPHY THE LOGO

THE LOGO

THE LOGO Typography is an important aspect of your brand identity. The typographic style contributes to your distinctive aesthetic. The typography usage examples on the following pages, should be followed to ensure all of your communications appear consistent. SYMBOL

The CAVENDISH part of the logo has been typeset and should not be reproduced. The font used for this part of the logo is Gill Sans Light.

LOGOTYPE - FONT FACE GILL SANS LIGHT

THE SECTOR LOGO

The secondary font can be edited. The font used is Gotham Medium. The spacing between each letter can change depending on the length of the word.

LOGOTYPE - FONT FACE GOTHAM REGULAR ÂŠ 2014 ME.MINE.ONLINE.CO.UK

02 TYPOGRAPHY THE FONTS

GILL SANS LIGHT

THE FONTS If there is a situation when the logo needs to be recreated, then the font can be purchased and downloaded from the following links:

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)

Gill Sans Light can be downloaded at: www.fonts.com/font/monotype/gill-sans/light

Gotham Medium can be downloaded at: http://www.azfonts.net/load_font/gotham-medium.html

GOTHAM MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)

02 TYPOGRAPHY FONTFACE

LATO Bold

FONT FACE FOR PRINT & SCREEN MATERIAL Headlines & titles LATO Bold is used for all headlines and titles. Subheading LATO Regular is used for all subheadings. Body copy LATO Light is used or all standard body-copy.

LATO is a google font and free to use. It can be downloaded at: www.google.com/fonts/specimen/Lato

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;) LATO REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;) LATO LIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)

02 TYPOGRAPHY TYPESETTING

TITLE 20pt /15pt Leading As dollestiatum con pratem dolupta dolor sint molessendam, idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. 10pt /12.5pt Leading

TYPESETTING

TITLE

Typography is always ranged left. This provides the eye with a constant starting point for each line, making text easier to read.

As dollestiatum con pratem dolupta dolor sint molessendam, idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus arumend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat.

When typesetting headlines, the leading should be 5pt larger than the body size. For example, body copy is 10pt. 10 + 5 = 15pt therefore leading size should be 15pt. When setting body copy, the leading should be 2.5pt larger than the type size. For example, point size of text is 15pt leading should be 15 + 2.5 = 17.5pt. Body column width should ideally be between 7-9 words long.

25pt /20pt Leading

15pt/17.5pt Leading

TITLE

30pt /25pt Leading

As dollestiatum con pratem dolupta dolor sint molessendam, idus minctas sunteni mpores et voluptiant quat hiliquam non pel minctisite oditas adis ent eicimpo riteces equisitibus aru mend ererchitem quidero reperum quiatur sequias etum ni re est que endi cuptat. 20pt/22.5pt Leading

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03 CAVENDISH COLOUR PALETTE

03 COLOUR PALETTE CORE COLOURS

CORE COLOURS

CORE COLOURS THE CORE COLOURS SHOWS THE PERSONALITY OF YOUR BRAND: BRIGHT, BOLD, AND COLOURFUL. Up until this page you have been seeing a mono-tone logo. The Cavendish logo can in fact appear in one of four colours. These four colours denote the different sectors of the Cavendish brand.

100

PANTONE 382C

PANTONE 2925C

PANTONE 7544C

PANTONE 130C

HEX # 97bf0d

HEX # 008fcb

HEX # 82939c

HEX # f6a800

SECONDARY COLOURS

In addition a core colour has a secondary complimentary colour.

100

PANTONE 381C

PANTONE 2995C

PANTONE 5435C

PANTONE 116C

HEX # c9d200

HEX # 00b1e6

HEX # a5b9c4

HEX # ffcc00

03 COLOUR PALETTE THE ENGINEERING BRAND

THE ENGINEERING BRAND The Cavendish Engineering logo will follow the same guidelines as the Cavendish logo. Contrast is important—use the white logo on dark backgrounds and the coloured logo on light backgrounds. The primary colour is green and is made up of 50% cyan and 100% yellow, with a secondary colour of light green made up from 30% cyan and 100% yellow.

85%

BLACK

100

03 COLOUR PALETTE THE ENERGY BRAND

THE ENERGY BRAND The Cavendish Energy logo will follow the same guidelines as the Cavendish logo. Contrast is important—use the white logo on dark backgrounds and the coloured logo on light backgrounds. The primary colour is blue and is made up of 80% cyan and 30% magenta, with a secondary colour of light blue made up from 80% cyan.

85%

BLACK

03 COLOUR PALETTE THE MAINTENANCE BRAND

THE MAINTENANCE BRAND The Cavendish Maintenance logo will follow the same guidelines as the Cavendish logo. Contrast is important—use the white logo on dark backgrounds and the coloured logo on light backgrounds. The primary colour is grey and is made up of 20% cyan and 50% black, with a secondary colour of light grey made up from 20% cyan and 30% black.

85%

BLACK

03 COLOUR PALETTE THE POINT BRAND

THE POINT BRAND The Point logo will follow the same guidelines as the Cavendish logo. Contrast is important—use the white logo on dark backgrounds and the coloured logo on light backgrounds. The primary colour is orange and is made up of 40% magenta and 100% yellow, with a secondary colour of yellow made up from 20% magenta and 100% yellow.

85%

BLACK

100

04 CAVENDISH GRAPHIC ELEMENT

04 GRAPHIC ELEMENT THE BRAND GRAPHIC

THE BRAND GRAPHIC There is a graphical element that supports the identity of the logo and features on print and screen material.

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04 GRAPHIC ELEMENT GRAPHIC SECTORS

GRAPHIC SECTORS The brand graphic can be used as one unit or as sectors to create different shapes. A shape can be highlighted using a colour from the colour palette to enhance it’s identity.

04 GRAPHIC ELEMENT PAGE POSITIONING

PAGE POSITIONING The brand graphic can be positioned anywhere on the page but must bleed off one side. Please study examples for reference.

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04 GRAPHIC ELEMENT BRAND GRAPHIC & IMAGE

BRAND GRAPHIC & IMAGE The brand graphic can have coloured sectors or images positioned within the shape itself. This can aid unusual cropping of photos by using the shape.

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PLAIN SHAPE

SHAPE with sector colour

SHAPE with image sector

SHAPE with image

05 CAVENDISH DESIGN EXAMPLES

05 DESIGN EXAMPLES STATIONERY

STATIONERY There are two different types of business cards for different roles.

JOHN SMITH BABS. MCIM. DIRECTOR johnsmith@cavendishengineers.net T: 020 7333 4444 11 The Street London E1 6DY www. cavendishengineers.net

- Directors - Engineers

DIRECTOR CARD FRONT

DIRECTOR CARD BACK

Cards are printed on both sides for visual impact.

JOHN SMITH BABS. MCIM. ENGINEER johnsmith@cavendishengineers.net T: 020 7333 4444 11 The Street London E1 6DY www. cavendishengineers.net

ENGINEERS CARD FRONT ÂŠ 2014 ME.MINE.ONLINE.CO.UK

ENGINEERS CARD BACK

05 DESIGN EXAMPLES PPT TEMPLATES

POWERPOINT TEMPLATE A template design has been developed to maintain the Cavendish identity. Each sector PPT is identified by it’s corporate colour. Example shows the Cavendish Engineering PPT.

05 DESIGN EXAMPLES TENDER TEMPLATES

TENDER TEMPLATES A template design for tenders has been developed to maintain the Cavendish identity. There are three templates to cover the three main tender documents:

TENDERS UNDER 10K

Tenders over 50K Lots of colour with big imagery. Tenders over 10K Lots of white space with imagery. Tenders under 10K Lots of white space no imagery.

TENDERS OVER 50K ÂŠ 2014 ME.MINE.ONLINE.CO.UK

TENDERS OVER 10K

05 DESIGN EXAMPLES WEBSITE

WEBSITE The logo and sector colours feature in the Corporate website. For the full site visit: www.cavendishengineers.net

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THANK YOU Thank you for taking the time to read this document.

ÂŠ 2014 ME.MINE.ONLINE.CO.UK