Corporate Identity Manual & Guide Version 1.1 published 12/12/2012
Corporate Identity Manual & Guide
corporate identity manual & guide
Table of Content
1.0
Introduction
2.0
Basic Standards
3.0
Colour
4.0
Typography
page number 3 from total 15 pages
Citywing
corporate identity manual & guide
Introduction
Citywing
introduction
Citywing
corporate identity manual & guide
Introduction
Short information to this manual Citywing is one of the most recognisable brands on the Isle of Man and it is therefore imperative that the brand is presented in a cohesive and consistent manner. This manual is a reference for sta and members who need to understand the philosophy of, necessity for and process of Brand Management. This guide is a resource for those who need to undertake brand management activities. Objectives To ensure consistency in the look, feel and way in which Citywing is presented. To present ourselves in a professional and united way across all business units.
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Use of the logo The logo should wherever possible be used in full colour format. Approval of materials To ensure consistency and adherence to the brand guidelines, those organising material they wish to carry the logo must request the correct format from Citywing. This is to ensure the logo is only used by organisations who have the right to use it, and the correct format can be issued and it’s use, in accordance with these guidelines checked and approved.
corporate identity manual & guide
basic standards
Citywing
basic standards
Citywing
corporate identity manual & guide
The Logo Signature
Distance between logo type and logo (3)
Length of Shearwater logo (1) & logo type ‘wing’ (2) are identical.
1-
Sh
2 - logo type ‘wing’ length
rw
ate
rL
og
ol en
gth
3 - width of dot.
logo type
ea
Shearwater tail aligned with descender
Because of the wide variety of applications required for our logo, it has been designed to be as versatile as possible whilst retaining its core design values.
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Bird beak centrally aligned with type.
basic standards
Citywing
corporate identity manual & guide
Surrounding Space For Print & Web A prescribed amount of clear space around the logotype should be maintained at all times. No other type or graphic element may appear within
Blue Square Is Cap Height
the prescribed clear space.
Clean area for Complete Logo Element 10mm 10mm 10mm
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10mm
basic standards
1
corporate identity manual & guide
2
3
Citywing
Unacceptable Uses It is extremely important for brand success that the logotype and signatures be displayed correctly. This includes always using the correct typefaces and the correct relative positioning and size of all elements. The examples on this and
4
5
6
Citywing
7
8
the following pages illustrate unacceptable displays. 1.
Do not distort any portion of the logotype/signature.
2.
Do not crop any portion of the logotype/signature.
3.
Do not tilt the logotype/signature.
4.
Do not rotate the logotype/signature. (An obvious exception to this guideline would be a vertical street pole banner with logo appearing as
9
the primary element in a vertical position by necessity.) 5.
Do not alter the typeface of the logotype.
6.
Do not alter the alignment of any component of the signature.
7.
Do not alter the relative size of the logotype and the unit signature.
8.
Do not add a drop shadow to any part of the signature.
9.
Do not add additonal eects to the logotype or logo. (bevel etc.)
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corporate identity manual & guide
Typography
Citywing
typography
corporate identity manual & guide
Corporate Fonts Typography is one of the most recognisable elements of an identity and helps portray the personality of an organization. The typefaces shown here are examples of the chosen font family. To ensure consistency, the weights
Din Font Family
below should only be used. Online, the websafe typeface to use is Arial.
Din Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Din Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
Din Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 page number 11 from total 15 pages
Citywing
corporate identity manual & guide
Colours
Citywing
corporate identity manuals & guides
colors
Citywing
Corporate Colours Consistent use of colour can help build strong brand recognition. This makes it possible for an organization to “own” a certain set of colours, by leaving a lasting impression through identification of the organisation with that specific colour palette.
Primary Corporate Colours Print
PANTONE Matching System
CMYK Matching System
WEB Matching System
Pantone 7544
C 34 + M 14 + Y 11 + K 32
R137 + G150 + B160 html# 8996A0
Pantone 306
C 76 + M 0 + Y 5 + K 0
R0 + G185 + B228 html# 00B9E4
Pantone 287
C 100 + M 75 + Y 2 + K 17
R0 + G51 + B141 html# 00338D page number 13 from total 15 pages
corporate identity manual & guide
Gradients
Citywing
colors
corporate identity manuals & guides
Citywing
Screens and Shades
The colour palette can be increased by using screens and shades that originate Pantone 7544
from the primary colours. The lighter tints are created by screening the primary colours against white. The darker tints (shades) are created by adding black to the primary colours. The tints shown here are examples of this range. Additional screens and shades can be used according to the needs of the application.
Pantone 306
Pantone 287
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