NORDIC ID
BRAND & DESIGN MANUAL
LOGOS OF NORDIC ID The logos of Nordic ID are: Nordic ID logo Nordic ID Medea logo Nordic ID Morphic logo Nordic ID Merlin logo Nordic ID Sampo logo Nordic ID Stix logo RFID logo
USE AND COLOURS OF THE LOGOS Nordic ID logo: The original Nordic ID logo is black and should be used only on a white background. The Nordic ID logo is also available in white (for coloured backgrounds: orange, black or picture). Note, the Nordic ID logo is always white or black, never coloured. Hardware logos: The original product logos are black/ orange and should always be used on white backgrounds. The product logos are also available in black (for black and white printing) and white (for coloured backgrounds: orange, black or picture). The Nordic ID Sampo and Nordic ID Stix logos have an additional option: black/turquoise, that can be used on white backgrounds.
LOGO COLOURS The colours of the logos of Nordic ID are: ORANGE CMYK 0, 55, 100, 0
RGB 246, 139, 31
TURQUOISE CMYK 100, 0, 15, 15
RGB 0, 152, 187
SOFTWARE BLUE CMYK 68, 15, 0, 0
RGB 15, 173, 240
BLACK CMYK 0, 0, 0, 100
RGB 0, 0, 0
CMYK 0, 0, 0, 0
RGB 255, 255, 255
NORDIC ID COMPANY LOGO The Nordic ID logo consists of the word mark NORDIC ID and a graphic element. The logos are available in two versions; with or without the company URL (www.nordicid.com).
Software logos: The original product logos are software blue and should always be used on white backgrounds. The software logos are also available in black (for black and white printing) and white (for coloured backgrounds: orange, black or picture). RFID logo: The original RFID logo is orange and should be used on a white background. The logo is also available in black (for white backgrounds or for black and white printing) and white (for coloured backgrounds: orange, black or picture).
INCORRECT USE OF THE LOGOS
1. The logos of Nordic ID cannot be used as company designations – they may not be used in partner’s business cards, invoices or letterheads to insure that the partners will not be mixed as being a part of Nordic ID affiliate. 2. Please do not use the Nordic ID logos in the following ways: • Do not use any other than the Nordic ID approved colours for the logos. The correct colour codes are mentioned further on. • Do not distort or rotate the Nordic ID logos. • Do not crop the logos. • Do not use the logos with text wrap or as a substitute for text. • Do not add visual effects to the logos. • Do not blur the logos. • Do not make the logos transparent. • Do not mirror or turn the logos upside down. • Do not break up the logo parts or separate the graphic elements.
NORDIC ID HARDWARE LOGOS: NORDIC ID MEDEA NORDIC ID MORPHIC NORDIC ID MERLIN NORDIC ID SAMPO NORDIC ID STIX The Nordic ID Medea, Nordic ID Morphic, Nordic ID Merlin, Nordic ID Sampo and Nordic ID Stix logos should only be used directly connected to the equivalent Nordic ID hardware products.
NORDIC ID SOFTWARE LOGOS: The Nordic software logos should only be used directly connected to the equivalent Nordic ID software products.
APPLICATION TOOL LOGOS:
Inventory
Cycle count
Goods-in
Associate
Locate
NIDA Platform
LOGO SAFETY AREA The safety area around the Nordic ID logo is X. X = height of the letters 1/2 X
1/2 X
X
X
X
X
x x
x x
The safety area around the product logos is X. X = height of the tall letters. X X X
X
X X X
X X
X
X X
RFID LOGO The RFID logo should be used in communication with topical reference to Nordic ID. It is available in the following colours; orange, black and white. The orange and black logos should only be used on white backgrounds. The white RFID logo can be used on coloured backgrounds (orange, black or picture).
X X
X
X X X X
X
X X X X
X
The safety area around the RFID logos is X. X = height of the letters. X
HOUSE OF RFID LOGO: X
X X
X
NORDIC ID COLOURS
USE OF COLOURS
ORANGE CMYK 0, 55, 100, 0
The colour scheme of Nordic ID consists of the following base colours: orange, light cool grey, medium cool grey, turquoise, dark blue and software blue.
RGB 246, 139, 31
The primary colours are orange, white, black, light cool grey and medium cool grey. Since the Nordic ID graphic design is “elegant, fresh and Scandinavian” the use of colours should always result in an airy and light design. Big orange elements should always be combined with large white areas. LIGHT COOL GREY: CMYK 8, 6, 6, 0
RGB 235, 234, 234
The colours turquoise and dark blue are mainly used as part of graphic elements, where multiple colours are needed or for separating product groups/families from each other. Software blue is only used in material about the software products of Nordic ID. For graphic material for apparel, footwear and accessories, Nordic ID uses:
MEDIUM COOL GREY: CMYK 13, 10, 10, 0
RGB 219, 219, 220
PINK: CMYK: 0, 100, 0, 0
RGB: 229, 0 ,125
For the “application area icons”, Nordic ID uses: TURQUOISE CMYK 100, 0, 15, 15
RGB 0, 152, 187
DARK BLUE: CMYK 100, 75, 5, 25
RGB 0, 65, 128
GREY: CMYK: 18, 15, 15, 0
For graphic material for supply chain, Nordic ID uses: YELLOW: CMYK: 7, 22, 100, 0
SOFTWARE BLUE: CMYK 68, 15, 0, 0
RGB 15, 173, 240
RGB: 216, 212, 212
RGB: 241, 195, 0
FONTS AND COLOURS FONTS OF NORDIC ID MATERIAL FOR PRINT AND PDF
Avenir LT Std Light Avenir LT Std Book Avenir LT Std Medium Avenir LT Std Heavy Avenir LT Std Black Adobe Caslon Pro Regular Adobe Caslon Pro Italic Adobe Caslon Pro Semibold Adobe Caslon Pro Semibold Italic Adobe Caslon Pro Bold Adobe Caslon Pro Bold Italic MATERIAL IN RUSSIAN, CHINESE, JAPANESE, ARABIC AND HEBREW:
Arial Unicode MS MATERIAL FOR WEB AND OFFICE:
Arial Regular Arial Italic Arial Bold Georgia Regular Georgia Italic Georgia Bold E-MAIL FONT
Calibri Regular
NORDIC ID TECHNICAL INFORMATION BUTTONS
NORDIC ID APPLICATION AREA BUTTONS
Nordic ID uses orange buttons to describe the technical features of a product. For more information or permit to use the icons, contact marketing@nordicid.com.
Nordic ID uses grey buttons to express what application area a certain product is suitable for. For more information or permit to use the icons, contact marketing@nordicid. com.
The same rules that apply for the Nordic ID logos also apply for these icons.
The same rules that apply for the Nordic ID logos also apply for these icons.
Examples of “Identification buttons”:
UHF RFID
UHF RFID
UHF RFID
Cross Dipole antenna
Circular antenna
Linear antenna
LASER or LONG RANGE LASER
LASER
BARCODE LASER or
2D IMAGER
APPAREL
SPECIALTY RETAIL
HORTICULTURAL
AUTO MOTIVE
HOSPITALITY
WHOLESALE
HEALTH & PHARMA
TRANSPORTATION
MANUFACTURING
SUPPLY CHAIN
GROCERY
WAREHOUSE
LIBRARIES
ARCHIVES
LAUNDRIES
FIELD SERVICE
HF RFID antenna
LASER or
CMOS
Examples of “Communication buttons”: USB & ETHERNET via Charger
3G UMTS / HSDPA 900/2100 MHz (ONLY EU)
BLUETOOTH ETHERNET or 2.0 SERIAL + EDR Class 2 COMMUNICATION
GPS Assisted GPS (ONLY EU)
WLAN 802.11 b/g WPA2
GSM/ GPRS
TEXT BOXES AND LINES TEXT BOXES
EDGE 900/1800
Nordic ID mainly uses orange and light cool grey boxes with rounded corners. The relationship between the curved corner and the shortest edge should be approximately: Y = X * 12 X
Y
Examples of other technical features buttons:
CONNECT
via USB
BUZZER
LARGE MEMORY CAPACITY SDHC
RHCP
polarization
RFID READ/ WRITE THIN CLIENT
POWER via USB TRIGGERS light sensor tapping sensor
E
LINES Nordic ID mainly uses orange, black, white and light cool grey lines. The lines are either “solid”, “Japanese dots” or “thin thick” (for more information, see Adobe InDesign Help or contact marketing@nordicid.com). 0.5 - 1 pt (if document smaller than A2) 0.5 - 1 pt (if document smaller than A2) 3 - 4 pt (if document smaller than A2)
GRAPHIC ELEMENTS NORDIC ID CURVE
RFID AGENT PRINT
The Nordic ID curve is used in the corner of a document or as a colour area covering approximately 1/3 or 2/3 of the document. The curve can be orange or white.
Nordic ID reserves the right, to use the RFID Agent Print as a graphic element and for interior design purposes, to itself.
Contact Nordic ID Marketing marketing@nordicid.com for more information.
Contact Nordic ID Marketing marketing@nordicid.com for more information.
CORNER CURVE ELEMENT
APPLICATION OF THE PRINT
The corner curve element is either orange on a white background or white on an orange/black/picture background. The Nordic ID logo or a Nordic ID product logo is always placed in the middle of the corner curve. The size of the curve depends on whether the element inside is the company logo or a product logo.
The print is typically used for:
X / 2.5
- Nordic ID website - Nordic ID stationary - Nordic ID presentations - Interior design at Nordic ID offices and fair stands - Nordic ID give-aways and gifts
X / 2.85
X
X
PAGE CURVE ELEMENT The page curve element is mainly used on brochure covers, roll-ups and ads. Colours: white on yellow-orange or picture.
RODUCTS NORDIC ID PRODUCT CATALOGUE 2013-2014
The elements of the RFID Agent Print can be used separately and out-of-context by Nordic ID. The RFID Agent Print is designed by Klo Design Oy.
PRODUCTS Nordic ID Morphic UHF RFID Cross Dipole Nordic ID Morphic Nordic ID Morphic Batch Nordic ID Merlin UHF RFID Cross Dipole Nordic ID Merlin UHF RFID Nordic ID Merlin HF RFID Nordic ID Merlin HF RFID BLADE Nordic ID Merlin Nordic ID Sampo Nordic ID Stix Nordic ID RF601 Nordic ID RF651
GRAPHIC ELEMENTS OFFERS AND CAMPAIGN ELEMENTS We strongly suggest that you avoid using graphic elements consisting of the message “special offer” or “best price” etc., since it ruins the brand. With that said, for emergencies, use the advice below. ADVICE FOR CREATING OFFER AND CAMPAIGN ELEMENTS: 1. The circles should be rotated 8 degrees. See to that the rotation is always counter-clockwise, since rising texts is considered “positive”. 2. The circles should be in the company orange, light cool grey, black or white. 3. The grey and white versions can have a “thin thick” border line (for more information, see Adobe InDesign Help or contact marketing@nordicid.com). 4. Avoid exclamation marks and all kinds of effects. 5. The text should be written with the company fonts: Avenir or Adobe Caslon. 6. These elements should be requested from the Nordic ID marketing department at HQ in order to assure that similar elements are being used everywhere.
SPECIAL OFFER
550 €
SPECIAL OFFER
550 €
SPECIAL OFFER
550 €
PICTURES Nordic ID keeps a photo bank at Flickr. The direct link to the page is http://www.flickr.com/photos/mobile-rfid/ sets/. These pictures can be used freely as long as they are associated to Nordic ID. Modifying the pictures in any way is forbidden. If you need a picture that you cannot find on Flickr, contact the Nordic ID marketing department. Buying / shooting own pictures that are presented in the name of Nordic ID is forbidden. Nordic ID prefers to use graphically drawn pictures, whenever it is possible. Here are a few examples:
WEBSITES AND WEBSHOPS NORDIC ID BRANDED WEBSITES AND WEBSHOPS Whenever a website or webshop is created under the brand name Nordic ID or is directly associated with Nordic ID, the content and layout of the webshop / website must be according to Nordic ID branding and design rules.
6. Avoid shouting with capital letters and exclamation marks. Capital letters should only be used in headings. 7. Use the Nordic ID official website as a guide and feel free to use the same texts and pictures that are posted there.
www.nordicid.com
Nordic ID preserves the right to change the layout and / or content of the website / webshop so that it conveys to the rules.
THE LOOKS AND CONTENT OF A NORDIC ID BRANDED WEBSITE / WEBSHOP Nordic ID is a valuable brand and should be treated as such. Keep it classy and elegant. In order to do so, please follow this advice: 1. Follow the general visual line of the company: Scandinavian, elegant and airy with the company colours, logos and elements defined in this branding guide. 2. Use lots of white/space, big margins and a light design. 3. The background of the site can be white, light cool grey or consist of the Nordic ID grey agent pattern tilted (repeated).
8. Nordic ID also hosts the website RFID Arena, that contains blog posts, articles and expert views about RFID). All Nordic ID branded websites and webshops should have a clearly visible link to the RFID Arena.
www.rfidarena.com
4. Do not use visual effects: shadows, border/corner effects, mirror effects, readymade gallery shapes (star/ smileys, stamps etc.) and animations. 5. Tell, don’t sell. Use concrete messages that are based on facts instead of general superlatives (such as best quality, lowest price etc.). Remember, we do not have to brag about ourselves. When we do our jobs right, our partners and customers will do that for us.
9. Last but not least, ask for help. The marketing department will gladly help you plan the layout and the content of the website / webshop. We are at your service, always.
E-MAIL E-MAIL SIGNATURE Taking the Nordic ID e-mail signature template into use (Outlook 2007-2010): 1. Open “new e-mail”.
2. The message tab is automatically open > Signature > Signatures…
3. Copy-paste the following text and picture and replace necessary parts with your own specific information.
NOTE! If you do not have the e-mail signature text in the exact format as presented here, please ask Nordic ID Marketing to send it to you.
POWERPOINT TEMPLATE COMPANY PRESENTATION When presenting the company and its products, please use the PPT / PDF presentation Nordic ID Company Presentation.
OTHER PRESENTATIONS If you need to hold a presentation about other than Nordic ID as a company and its products, please use the Nordic ID PowerPoint template for your layout.
NORDIC ID RULES FOR MAKING POWERPOINT PRESENTATIONS: 1. Do not use visual effects: shadows, border/corner effects, mirror effects, readymade gallery shapes (stars/ smileys, stamps etc.) and animations. 2. A void putting too much text on one slide. It makes it hard to read and the listener cannot concentrate on what you are actually saying ‑ “powerless pointless” 3. F ollow the general visual line of Nordic ID, what comes to layout, graphic elements, colours and fonts, as they are stated in this branding guide.
4. Use a maximum of 15 slides per presentation. 5. Do not e-mail PowerPoint presentations - they are made for presenting LIVE and the file sizes are usually big. Preferably use other marketing material instead, or if sending is necessary, make the PowerPoint presentation into a PDF file before sending. 6. When making a presentation about cases and references, please use the following format: Slide 1: Heading + The initial situation / challenge + photo Slide 2: Solution: Nordic ID device + e.g. tags, program, partners + device picture Slide 3: Reasons for choosing Nordic ID device for the implementation Slide 4: Benefits: How did the solution solve the initial challenge.
See below for a few examples of typical Nordic ID presentation slides.
TRADEMARKS OF NORDIC ID
OFFICIAL PRODUCT NAMES
Nordic ID™ Nordic ID Medea™ Nordic ID Merlin™ Nordic ID Morphic™ Nordic ID Sampo™ Nordic ID Stix™
The official names of the Nordic ID products are:
The trademarks above must be used accordingly to general trademark regulations. Please do not use the following instead of the official names: Nordic ID’s NordicID’s NordicID nordicid Nordicid Nordic nordicid’s Nordicid’s Nordic’s NID NID’s NIDs Medea Medea’s Nordic ID Medea’s Medeas Nordic ID Medeas Merlin Merlin’s Nordic ID Merlin’s Merlins Nordic ID Merlins Morphic Morphic’s Nordic ID Morphic’s Morphics Nordic ID Morphics Sampo Sampo’s Nordic ID Sampo’s Sampos Nordic ID Sampos Stix Stix’s Nordic ID Stix’s Stixs Nordic ID Stixs All Nordic ID documents should contain the following statement: “Nordic ID, Nordic ID Medea, Nordic ID Merlin, Nordic ID Morphic, Nordic ID Sampo and Nordic ID Stix are registered trademarks of Nordic ID Oy.”
Nordic ID Medea Nordic ID Medea UHF RFID Cross Dipole Nordic ID Medea Barcode Nordic ID Merlin Nordic ID Merlin UHF RFID Nordic ID Merlin UHF RFID Cross Dipole Nordic ID Merlin HF RFID Nordic ID Merlin HF RFID Blade Nordic ID Morphic Nordic ID Morphic UHF RFID Nordic ID Morphic UHF RFID Cross Dipole Nordic ID Morphic Batch Nordic ID Sampo Nordic ID Sampo S1 Nordic ID Sampo S0 Nordic ID Stix RF-series RF601 RF651 The product names should always be written accordingly to above.
TRADEMARKS AND VOCABULARY OTHER VOCABULARY SPELLING INSTRUCTIONS The following words can be spelled in several ways. Nordic ID prefers this way: barcode Wi-Fi Cross Dipole
PREFERRED WORDS IN NORDIC ID MATERIAL mobile computer - for Nordic ID Medea, Nordic ID Merlin and Nordic ID Morphic (Windows based devices) handheld - for the RF-series fixed RFID reader - for Nordic ID Sampo and Nordic ID Stix Please do not use the following words to describe Nordic ID products: handset Piccolink Piccolo Picco
INTERNATIONAL HQ Nordic ID Myllyojankatu 2 A 24100 SALO, FINLAND tel. +358 2 727 7700 fax +358 2 727 7720 info@nordicid.com www.nordicid.com
GERMANY Nordic ID GmbH Herforder StraĂ&#x;e 195 33609 Bielefeld, GERMANY tel +49 521/557717-0 fax +49 521/557717-10 info@nordicid.de www.nordicid.de
THE NETHERLANDS Nordic ID The Netherlands Europalaan 16, Postbus 757 NL-2400 Alphen aan den Rijn THE NETHERLANDS tel +31 172 233 097 fax +31 172 475 653 info@nordicid.nl www.nordicid.nl
Also visit our RFID discussion arena:
www.rfidarena.com