Brand Book Tarantula

BRAND BOOK

Table of contents

Introduction, Brand promise and attributes, About this style guid 3

Our new logo usage 4

Primary logo 5

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Clear space, Minimum size 7

Corporate color palette, Logo color 8

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Color matching, Color standard 10

Corporate typeface, On screen type 11

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Product Identification 13

Product Packaging 14 - 14B

Premiums 15

e-mail signature standard 16

Contact 17

IntroductionSuccessful branding takes our core purpose andgives it shape, form, and substance. Our newTARANTULA branding reflects the TARANTULA of today and of the future.

Brand promise and attributesOur promise forms the foundation of the TARANTULA brand experience, defining whatwe do and how we do it.

About this style guideThis style guide is designed to help everybodyin the production of our communications andplays an important role in building our brand.It has been developed as an overview only andaddresses the basic toolkit — logos, colorpalette, typeface, and examples.

In order to maintain the integrity of our newidentity and what it represents, it is importantto apply all the elements of the toolkit properlyand consistently across all our communicationsmaterials. The purpose of this guide is twofold:To protect the intellectual property of TARANTULAagainst infringement and to ensure consistentrepresentation of the TARANTULA identity.

Every employee and vendor involved in thedevelopment of communications materialsshould read and follow the principles outlinedin this style guide. Our combined efforts inconscientiously protecting our visual identitywill help ensure that the TARANTULA brand message is consistently expressed across all media.

Our new logoThe exhibit to the right shows the constructionof our Primary Logo.

The logotype is a customized and outlinedversion of a typeface, so you do not need toinstall or open a new font to print the artwork.When reproducing the logo, never substituteanother font for the logotype or attempt torecreate the logotype.

Primary Logo

Primary logo Two versions of the Primary Logo are shown on this page.

The Full Color Primary Logocontains the two logo colors. It may be printedusing two spot inks or four-color process.

The Gray Scale Primary Logocontains solid black and screens of black. It isappropriate for applications where only oneink color (black) is available. Never use the GrayScale Logo when the Full Color Logo is feasible.Do not reproduce this logo in colors other thanblack.

Full Color Primary Logo

Gray Scale Primary Logo

Reverse logo One reversed version of the Logo are shownon this page: The Reverse Primary Logo

These logo should reverse to white outof a dark background.Do not reproduce this logo in colorsother than white.

The Full Color Logos are considered preferableto the Reverse Logos. Never use a Reverse Logowhen a Full Color Logo is feasible.

Reverse Primary Logo

Clear spaceClear space simply means keeping the areaaround the logo free from visual distraction.The logo should appear uncrowded anduncluttered by text, logos, and other graphicelements. The goal is to leave as much clearspace around the logo as possible; in someinstances, however, graphic or typographicelements may appear close to the logo.

A minimum amount of clear space, as shown in the exhibits to the right, is mandatory. Theseclear space rules apply to all versions of thelogo.

Minimum sizeThe exhibits to the right show the logos at thesmallest permitted sizes. These minimum sizerules apply to print and onscreen applicationssuch as the Web and PowerPoint. For guidanceon other specialty items, please contact theTARANTULA Marketing Department.

When reproducing the logo at small sizes inprint, using spot inks as opposed to four-colorprocess will result in a sharper, cleaner logo.

Small size signature usage should be consideredfor special cases only, where space is limited.Never reproduce the symbol at the minimumsize when more space is available.

Minimum Clear SpacePrimary Logo

.3691 inch

Minimum SizePrimary Logo

Corporate color paletteThe TARANTULA Corporate Color Palette is comprisedof two logo colors, shown to the right.

Logo colorsThe logo colors are the two colors used in theFull Color Logo: TARANTULA Green, TARANTULAGreen 2.

Communications materials should use theselogo colors liberally in text and graphics. Becareful that the use of these colors does notcompete with the logo itself.

Logo Colors

TARANTULA Green

4/C: C 47, M 0, Y 100, K 0RGB: R 128, G 255, B 0Web: 33CC00

(R 80, G FF, B 00)

TARANTULA Green 2

4/C: C 15.69, M 0, Y 18.43, K 0RGB: R 210, G 255, B 222Web: 0099CC

(R D2, G FF, B DE)

Incorrect logo usageOur logo is a valuable asset and its integrityshould not be compromised. When displayingthe logo, always use the master artworkprovided and follow the specifications outlinedin this style guide.

A few examples of inappropriate logo usageare shown on this page. These examples do notillustrate every possible misuse of the logo. Ingeneral, follow these basic rules:

Do not alter, recreate, or manipulate the logoor any of its elements in any way. Do not useany logo colors other than those specified inthis style guide. Do not add “special effects ” or other graphics to the logo artwork”.

Be very careful when placing the logo on acolored or photographic background. Be surethere is sufficient contrast between the logoand the background and that the backgroundis free from clutter and visual distraction. Thelogo should be highly legible. When in doubt,choose the most simple, elegant solution.

Do not rearrange the elements of the logo. Do not distort, skew or resize the elements of the logo.

Do not change the proportions of the elements of the logo. For example, do not enlarge the logotype.

Do not typeset the logotype. Do not redraw the symbol.

Do not outline the elements of the logo. Do not add additional elements such as drop shadows.

Do not put the logo in a containing shape. Do not put the logo on a screen of one of the logo colors.

Do not change or rearrange the colors in the logo. Do not print the logo in all one color.

Do not place the logo on a patterned background. Do not place the logo on a cluttered photograph.

Color matchingThis style guide is designed to be viewedonscreen or on laser prints. Regardless of the printing or fabrication method, whenreproducing the TARANTULA Corporate Color Palette, do not match to onscreen colors or to color printouts.

Color standardsFour-Color Process refers to print jobs thatuse four-color (AKA 4/C or CMYK) process inks:cyan, magenta, yellow, and black. These fourinks can be combined and, by the use ofscreens, create almost any color. Materials withfull-color imagery (e.g., magazine ads, companybrochures and posters) generally use high-quality, four-color printing.

Basic formulas for our corporate colors areprovided for print jobs that use four-colorprocess ink colors. These formulasare approximations only; please read “ ColorMatching ” on the top. Always request proofsfrom your printer and verify that the colorsvisually match the appropriate Color.

Red / Green / Blue (aka RGB) refers to thecolor space used for onscreen applications suchas computer monitors and TV.

Basic RGB color formulas are provided foronscreen uses such as PowerPoint presentations.As every monitor is different, these formulasmay need some adjustment depending on themonitor and projector being used.

Hexidecimal, Web-safe RGB formulas areprovided for use on the Internet. Do not usethese formulas for any other applications, asthe color space is extremely limited and is notalways the optimum match to the corporatecolors.

The digital files provided are EPS files. On screenusers need to resize the files to the appropriatesize and then save the files in the requiredformats (e.g., GIF, JPEG, TIFF).

These RGB files should not beused for print projects.

Grayscale logos are used for one-colorreproduction in black ink only. Whenreproducing the logo with course line screens,such as in newspaper ads, please verify that thescreens of black can be maintained. These filesmay also be used to output forms and reportson office laser printers and copy machines.

Corporate typefaceThe Futura typeface family has beenspecifically selected for the TARANTULA identitysystem and should be used in almost all ourcommunications materials.

Futura is one of the friendliest sans-seriftypefaces. It has a high x-height and opencharacters that make it easy to read even at thesmallest sizes.

Futura has a good range of weights, includinga good regular weight and a good boldweight. It has very legible numbers essentialfor tabular and chart information and forillustrating technical detail. It is economical anddoes not take up much space.

Use only the weights shown to the right toensure TARANTULA communicates in a way that isboth visually consistent and appropriate todifferent messages.

Onscreen typePowerPoint The preferred font for PowerPointpresentations is Helvetica because of its wide-spreadavailability. Helvetica is also the default font forother digital uses such as Word documents, butshould never be used in print materials, signage,or other high-end communications materials.

Web sites For Web use, primary headingsshould be set in Futura and saved as graphicsfiles.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Futura Medium


Futura Book These should be your text in stationery system

This should be your normal text font.


Frutiger 65 Bold Appropriate for headlines and subheads.


Futura Heavy Appropriate for signage.


Helvetica regular Appropriate for PowerPoint and Web text.


Helvetica Bold Appropriate for PowerPoint and Web text.


Futura Light Oblique


Furura Medium Oblique


Futrura Light Condensed


Futura Medium Condensed

Basic stationery systemOur printed business materials provide primeopportunities to reinforce our identity. Thedesign of our stationery system presents ourimage in a unique and contemporary way. Byadhering to the letterhead typing standardsshown here, you will further support theorganized and professional image of ouridentity system.

As shown in the exhibits, all basic stationerycomponents display the Full Color Primary Logoand address blocks in Futura Book font inTARANTULA Green 2 color.

The business card have two side aplicationswhit the Primary Logo and the text block.

The letterhead displays the Full Color Primary Logo and address blocks in Futura Book in TARANTULA Green 2 color.

The standard envelope and the large mailingenvelope have similar clean layouts displayingthe Full Color Primary Logo and an addressblock in TARANTULA Green 2 color.

All exhibits are shown at 30% actual size.

LetterheadBusiness Card

Standard Envelope

Large Mailing Envelope

Av. Lopez Mateos 886 Col. Ladron de GuevaraCP 44600 Guadalajara, Jalisco.Tel. (33) 38-36-4888 / Fax. (33) [email protected] www.tarantula.com.mx



Carlos KochAv. Lopez Mateos 886 Col. Ladron de GuevaraCP 44600 Guadalajara, Jalisco.Tel. (33) 38-36-4888 / Fax. (33) 38-36-4880 www.tarantula.com.mx

Silverstone / Raven

Elite 330

Cooler Master / Dominator

Product IdentificationProduct indentification appears TARANTULA in systems and workstations.

The TARANTULA signature and the Brand Server Logo must appear in a prominent place on the server front.

In the illustrated examples, the TARANTULAsignature is placed to the center of the face panel and the Brand Server Logo is placeddown of the TARANTULA signature if is necesary.

Packaging

Product Packaging

The grid for our shipping box iscreated by dividing the width andthe heightof each panel into 16symmetrical columns and rows.

On all sides the horizontal andvertical margins againstwhichtextand graphics are positionedare equal to 1/16th of the panel’s heightand width.

The TARANTULA signature isdisplayed at the center of the box face, spanning 3.5 of the 16 total columns. The Tagline appears on the bottom center, spanning 7 columns.

In the box side, the TARANTULAsignature appears in the center top spanning 5 columns, and the symbolon the bottom center, spanning 1 column long and 8 columns tall.

1/16 width

1/16 height

Face panelSide panel

Packaging

Product Packaging

All Packaging systems will becreated with simple and cleandesign in black base.

The TARANTULA signature willbe displayed at the center ofthe bag.In the big paper bag will be displayed a TARANTULA symbolplastic figure in the handle rope.

Apparel and promotional itemsshould carry clear and simplegraphics that reinforce the brandidentity. The materials andworkmanship should reflect thehigh quality standards of the brand.

If space is limited, please use thelock-up of the TARANTULAbrands shown above.And please consult page 7 for theminimum acceptable signature size.

Brands make a fashion statement.Elegant and tasteful presentationsinvite customers, employees andpartners to wear the TARANTULAbrands with confidence and pride.This contributes to building brandawareness and brand equity.

Premiums

Email signature standardsEmployees of TARANTULA should type emails in Helvetica.All TARANTULA emails should sign off with a standardsignature, customized for each employee,typed in exactly this manner:

Av. Lopez Mateos 886 Col. Ladron de GuevaraCP 44600 Guadalajara, Jalisco.Tel. (33) 38-36-4888 / Fax. (33) 38-36-4880 www.tarantula.com.mx

Name SurnameSpecialist

ContactsThis style guide has been designed as aidentity system.There will undoubtedly be issues thathave not been covered in this document. For further assistance, please contact:

Edgar RuezgaArt & Creative [email protected]

www.vinylodesign.com

Cordoba 2799 int 101Col. Providencia cp 44670Guadalajara. Jal.México.cel. 3310255625nextel 72*8*48201

Brand Book Tarantula

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