Brand guidelines. - KCA DEUTAG deutag... · 8 Approved logostyle, name and positioning statement...
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KCA Deutag brand guidelines Section Title Brand guidelines.
Transcript of Brand guidelines. - KCA DEUTAG deutag... · 8 Approved logostyle, name and positioning statement...
KCA Deutag brand guidelines
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Section TitleSub title
Brand guidelines.
Approved logostyle, name and positioning statement.
KCA Deutag brand guidelines
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Approved logostyle, name and positioning statementLogostyle and name
KCA Deutag brand guidelines
Logostyle and name
The KCA Deutag logostyle has been specifically designed as shown.
The KCA Deutag name (in text form) should be written in title script at all times, i.e.‘KCA Deutag’.
The name should NOT be written as ‘KCA DEUTAG’ (caps), or as ‘KCA DEUTAG‘ (superscript).
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KCA Deutag brand guidelines
Logostyle variations
Primary logostyle The primary logostyle should be used as often as possible.
If there are restrictions on reproduction, then a secondary mono and reversed logostyle version can be used.
The proportions and defined colours of the primary and secondary logostyles are fixed, and must NOT be altered in anyway.
Mono logostyle
Reversed logostyle
Approved logostyle, name and positioning statementLogostyle variations
Approved logostyles can be found on the KCA Deutag intranet.
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KCA Deutag brand guidelines
What NOT to do with the logostyle
The logostyle has been rotated
A drop shadow has been added to the logostyle
The logostyle proportions have been changed
An element has been removed from the logostyle
The logostyle colours have been altered
The logostyle has been placed in a shape that is not the approved framing device
Approved logostyle, name and positioning statementWhat NOT to do with the logostyle
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KCA Deutag brand guidelines
Logostyle minimum sizes and safe area
Minimum size
20 mm
Safe areaDo not allow any object (outwith the framing device – detailed further in this document) to appear in the area marked as ‘X’.
X X X
X
X
Approved logostyle, name and positioning statementLogostyle minimum sizes and safe area
There should always be a ‘safe area’ surrounding the logostyle where no object or text should crossover. This should be considered when using the logostyle in everything from document layout to signage.
The size of the ‘safe area’ is defined by the height of the logo (shown here as ‘X’).
When the size of the logostyle is increased or decreased the ‘safe area’ is scaled accordingly.
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KCA Deutag brand guidelines
The positioning statement
Approved logostyle, name and positioning statementThe positioning statement
The KCA Deutag positioning statement is: ‘Operating safely, succeeding globally.’
This statement is designed to convey the KCA Deutag brand, what we stand for and how we differentiate from our competitors.
The statement can be used with the logostyle as shown
The statement can be used as a stand-alone element. Avoid repeating under the logostyle if in close proximity to the standalone statement.
Operating safely, succeeding globally.
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KCA Deutag brand guidelines
Logostyle framing device
The logostyle is contained within a 20° angled white block. The block should always be placed a minimum width ‘Z’ from the right hand edge. The white strip should align with ‘Y’, with a minimum depth ‘Z’ between logo and base.
A keyline version of the framing device can be used against white backgrounds.
White strip, full bleed off base and edges.
0.5pt keyline: 50% tint of black
Logostyle framing device
Approved logostyle, name and positioning statementLogostyle framing device
It is recommended that the framing device is used for a wide range of communication materials, including: PowerPoint pages, advertising design and front covers.
The logostyle framing device is a layout element. This is positioned at the foot of the layout, with the logo appearing bottom right contained by the frame.
Recommended templates can be found on the KCA Deutag intranet.
20° angled block
YZ
ZZ
Colour palette.
KCA Deutag brand guidelines
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Colour paletteKCA Deutag brand guidelines
PMS 186 C/UC0 M100 Y81 K0R204 G9 B47
PMS 188 C/UC0 M97 Y100 K50R122 G37 B49
PMS Cool Grey 5 C/UC0 M0 Y0 K29R179 G179 B179
PMS Cool Grey 11 C/UC0 M2 Y0 K68R77 G78 B83
PMS Black C/UC0 M0 Y0 K100R0 G0 B0
PMS 682 CPMS 676 UC25 M79 Y0 K12R152 G72 B116
PMS 690 CPMS 683 UC0 M97 Y0 K59R102 G31 B67
PMS 5425 C/UC30 M4 Y0 K31R126 G153 B170
PMS 5395 C/UC100 M44 Y0 K76R4 G32 B46
PMS 5483 C/UC62 M0 Y21 K31R86 G144 B153
PMS 5463 C/UC100 M0 Y18 K83R0 G45 B54
PMS 716 C/UC0 M45 Y91 K0R240 G123 B5
PMS 725 C/UC0 M53 Y100 K48R130 G62 B13
PMS 402 CPMS 400 UC0 M6 Y14 K31R169 G163 B155
PMS 411 C/UC0 M27 Y36 K72R94 G79 B74
Brand colour palette
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Colour paletteGradients
KCA Deutag brand guidelines
Gradients
Gradients should combine the two matching brand colours within one colour group (e.g. PMS 186 C + PMS 188 C)
Gradient use is most effective with the shard device (the shard device is explained on pg 21).
Gradient examples
PMS 186 C@ 40% location
PMS 188 C@ 80% location
PMS 5483 C@ 40% location
PMS 5463 C@ 80% location
PMS 682 C@ 40% location
PMS 690 C@ 80% location
PMS 716 C@ 40% location
PMS 725 C@ 80% location
PMS 5425 C@ 40% location
PMS 5395 C@ 80% location
PMS 402 C@ 40% location
PMS 411 C@ 80% location
Typography.
KCA Deutag brand guidelines
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KCA Deutag brand guidelines
This is Avenir Heavy, and should be used for headings.This is Avenir Light, which can also be used for headings. You can also use Avenir Light for body text and intro paragraphs.This is Avenir Book, ideal for body text in brochures, adverts and sales literature.
This is Arial. Please use Arial for ‘non graphic’ materials such as PowerPoint presentations and Word documentation.
Typography
Purchase the Avenir family of fonts from www.myfonts.com
The font family Avenir has been selected as the KCA Deutag corporate typeface. This font was chosen for it’s impact on the page and clean, contemporary styling.
The broad range of weights also allows for a varied and vivid expression across media.
For everyday office use in Word, email communication and web, Arial is the preferred typeface.
Typography
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The success and strength of the KCA Deutag brand depends on a globally consistent look across all materials we produce. The information provided has been developed to ensure a consistent and expressive brand worldwide. To achieve this, these guidelines MUST be followed and adhered to in detail by everyone. There are no exceptions. By cooperating in the use of these guidelines, you will reinforce the message we communicate to customers, business partners, and, not least, ourselves.
To assist you in using the identity to reproduce the materials, an online brand toolkit has been created. We have supplied you with working templates of all materials shown in the guidelines. This is available via Kompass (search ‘brand toolkit’).
Support available: Please contact Corporate Marketing & Communications with any queries relating to this document or any branding related questions.
