corporate identity manual - SENER Ingeniería y · PDF file1.2.2 Corporate logo ... the...

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corporate identity manual

01 Version03-2011

1 - basics elements1.1

1.2

1.3

1.4

1.1

1.2

1.3

1.4

1 -1.1 Introduction

1.2 Logo

1.3 Typefaces

1.4 Color

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Corporate Identity Manual / Basics Elements

#011.1 Introduction

1.1.1 Welcome 1.1.2 About this manual 1.1.3 Our brand, more than just a logo 1.1.4 Brand values 1.1.5 Brand personality 1.1.6 Brand architecture

1.2 Logo1.2.1 Introduction 1.2.2 Corporate logo 1.2.3 Reserved space 1.2.4 Correct uses 1.2.5 Color versions 1.2.6 Logo over backgrounds 1.2.7 Logo over photographic backgrounds

• •• •

••••

Basics Elements

1.3 Typeface1.3.1 Introduction1.3.2 SENER typeface1.3.3 Substitute typefaces

1.4 Color1.4.1 Color 1.4.2 Palette of colors1.4.3 Primary color 1.4.4 Secondary colors1.4.5 Use of color

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1.1.1This manual has been developed in order to ensure that the graphic elements which make up the visual identity of

SENER: the logo, the colors, the type font and design architecture are used correctly and consistently in all their

applications.

The guidelines contained in this manual indicate how to use and combine the various elements so as to maintain

in the world. This tool helps to convey the idea, values and personality of SENER, and so it is very important to

digest and apply its content.

Simple for our professionals, better for the brandWith your collaboration, this manual will be an essential tool in maintaining the strength and persistence of

SENER’s identity over time.

Welcome to preserving our brand.

Welcome

1.1.1 Welcome 1.1.2 About this manual

1.1.3 Our brand, more than just a logo

1.1.4 Brand values 1.1.5 Brand personality

1.1.6 Brand architecture

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1.1.2Who is this manual for?

It is for you, as a part of SENER, as a supplier or as a partner/associate

of our brand. It is aimed at graphic designers, printers and any external

consultant or manufacturer with responsibility for the design, creation or

production of any element owned by SENER.

What is this manual for?This interactive manual is an aid to presenting ourselves as a brand in a

specifi c, predetermined manner:

Professional: the equipment produced by SENER refl ects the group’s

philosophy of innovation and high quality.

Consistent: all elements are presented with a sense of unity and order;

they are set out clearly and with a logical reasoning and also with a fl exible

and open attitude.

Convincing: the communication of our brand must be sound and easily

recognizable.

A way of viewing a brand with a futureWe all share responsibility for protecting and caring for our brand. Through

ort, we are protecting its future.

This icon indicates that one or more

templates are available to download.

1– Where text is in magenta, this

means that it is optional.

2– It may also indicate that it can be

“customized”, that it can be adapted

ce.

Text in magenta

About this manual





In each case, it will indicate which of

these two options applies.

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1.1.3The brand is an integrated whole, not merely a word with connotations relating to something intangible. It

contributes to the growth and value of our companies, promotes customer loyalty and enhances our ability to

attract and retain talent, thereby facilitating our potential to develop projects and services, and predisposing

social, economic and institutional players to commit to contracts and agreements.

At SENER, we go further and we defi ne ourselves through the belief that the brand is an integrated whole of infi nite

nuances, which must be drawn together and taken into consideration.

For SENER, the brand is:

A mirror in which we see ourselves.

A showcase displaying our image to the world.

A contract which holds an entire institution up to public gaze.

The SENER brand is defi ned by three fundamental elements:

An idea erent.

A set of values which defi ne a way of behaving and establish a personality that conveys what we are and how we

express ourselves.

A personality which shapes our behavior and the things we do.

Our brand, more than just a logo





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1.1.4“The only way to make men speak

well of us is to do well”

VOLTAIRE, François-Marie Arouet

At SENER, we believe there are

only two possible ways of doing

things: well and better. SENER’s

motivation constantly transcends

the mere execution of immediate

projects; rather, it is based on

the determination to deepen

knowledge, to look ahead and

to be leaders. This has been the

constant theme running through

our company history and must be

refl ected in all our decisions and

actions.

SENER’s values underpin

everything we do, what we say and

how we project ourselves. They

must be central to every project

we carry out, to the initiatives we

propose and they must be refl ected

in the outcomes of those initiatives.

At SENER we want to commit

ourselves to what we believe to

be the underlying foundations of

excellence. Every one of our actions

must be part of an integral, high-

quality service to the customer and

to society in general. To achieve

this, we commit ourselves to the

execution of projects, services

and engineering activities which

respect the environment and can

guarantee people’s safety. Quality

is another of our hallmarks.

At SENER we have absolute

freedom to make decisions

about business development

and to confront new challenges

in accordance with the policy

established by Senior Management

and the Board of Directors.

This independence guarantees

complete fulfi llment of our

commitments, including providing

the most advantageous solutions

ering

the requisite level of quality in

all our projects. This leaves our

professional teams free to carry

out their work without external

constraints.

People are our main asset and so

SENER stands out for its innovative

projects and solutions with high

erential value. Talent, curiosity

and hard work are recognized. Our

actions are motivated by a constant

thirst for knowledge; we make

progress by using forward planning

as a driver for international

leadership. We grow through

innovation. We create through

ort. We invest in Research,

Development and Innovation.

Brand values Excellence

Commitment to quality

Commitment to independence

Commitment to innovation





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1.1.5Personality dictates the brand’s style; it is a tone of voice, a twinkle in the

eye. With a friendly, easy and recognizable appearance, in its audience’s

eyes SENER’s calling card says:

- Sound

- Innovative

- International

- Loyal to its values

- Independent

- Constantly seeking excellence

- It has its own opinion and is highly regarded within the sector

- Constantly striving

Brand personality



1.1.4 Brand values 1.1.5 Brand personality 1.1.6 Brand architecture

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1.1.6Brand architecture defi nes and refl ects the way in which a company or

organization structures its brands, products and services.

At SENER, we have decided to develop the brand organization in a uniform

way (consistent, solid, compact).

This means that the divisions of the parent brand have an identity as

the successors of a family whose signature always leaves an impression

and they must therefore always be defi ned through the global identity of

SENER and its attractive proportions.

The fi rst impression conveyed by the SENER logo is, unequivocally,

that it is square. Individual squares, sets of squares form a larger square

incorporating letters which occupy the space in a perfect square.

The square is a stable form with a constant character that communicates

solidity and good standing. Associated with concepts such as stability,

permanence, honesty, rectitude, cleanliness, care and balance.

Accompanying the Golden Square is the rectangle, which possesses similar

properties.

Brand architecture





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1.2 - logo1.2.1 Introduction

1.2.2 Corporate logo

1.2.3 Slogan

1.2.4 Reserved space

1.2.5 Correct uses

1.2.6 Color versions

1.2.7 Logo over backgrounds

1.2.8 Logo over photographic backgrounds

1.1

1.2

1.3

1.4


1.2.1Introduction

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1.2.1 Introduction 1.2.2 Corporate logo

1.2.3 Slogan1.2.4 Reserved space

1.2.5 Correct uses 1.2.6 Color versions

1.2.7 Logo over backgrounds 1.2.8 Logo over photographic

backgrounds

The logo is one of the basic elements of SENER’s identity and it achieves impact when used in conjunction with the

other elements. A consistent message is thereby created.

The SENER logo refl ects our spirit and character, as it has been specially designed to represent our values and

our brand idea. With its weight, it constitutes the solidity represented by a company that carries out engineering,

construction and high-technology systems integration projects.

It is our “signature”, the digital fi ngerprint of our organization.

1.1

1.2

1.3

1.4


www.sener.es

Back in 1976, a rough draft of the visual identity of what is now the SENER

brand was born. After having opted for a defi ned type font and color, the logo

was initially used in white on a navy blue rectangular banner.

In the mid-1970s, as the company grew and expanded its activities into other

fi elds, so too did its visual identity.

Empedocles postulated the theory of the four roots, which Aristotle later

called “elements”, bringing together the water of Thales of Miletus, the fi re

of Heraclitus, the air of Anaximenes and the earth of Xenophanes, which are

mixed in the various entities on earth.

Aristotle is the inspiration for the current brand logo. Nature’s four

basic elements — fi re, air, earth and water — become central themes

which correspond to the company’s fi elds of activity: Aerospace, Civil and

Architecture, Power and Process and Marine. They have been incorporated

into the logo and form an essential part of the brand. They are themes which

perfectly defi ne the brand and its areas of activity.





backgrounds

Corporate logo

1.2.2

Since then, the logo has only undergone slight changes, such as the removal

of the fi sh in the water symbol or a slight retouching of the R in SENER.

With their weight and angular design, the unique shapes of the letters

convey the company’s fi rm character. The grouping formed by the symbol

logo, combined with the symbols of the four elements, defi ne SENER’s

service orientation in universal engineering. This contrast gives it a

recognizable, highly distinctive appearance that is easily legible in all

sizes.

The logo must be always be reproduced using the original fi nal artwork

and adhering to the rules for application described in this manual on basic

elements.

1.1

1.2

1.3

1.4


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backgrounds

Corporate Logo(continuation)

1.2.2Alternative use of the logo:When necessary and on special occasions requiring a vertical logo, this

layout must be used. We should point out that this is an exception and will

be used on very few occasions.

For this alternative use, the brand managers must be consulted. See

Section 1.1.7 Brand managers.

1.1

1.2

1.3

1.4


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Placement of the sloganWhen the logo is to be accompanied by the company slogan, this will be

printed in Benton Sans Regular, Pantone® Warm Grey 9 justifi ed on both

sides of the box containing the word SENER, and located at a height of 1/3

of, where is the height of the logo.

Language of the sloganWe will use the slogan in Spanish wherever the graphic and audiovisual

material is aimed at a Spanish-speaking audience. In all other cases, or in

case of doubt, the slogan will be used in English.





backgrounds

Slogan

1.2.3

α

1/3 α

1.1

1.2

1.3

1.4


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In order to maintain the logo’s visual impact, its reserved space must

always be observed. This is equal to the height of the isotype square,

around the logo. This also means that it is half the height of the logo.

This space must not be encroached upon by adjacent elements, whether

text, photographs or other marks.

With slogan: 32 mm

Without slogan: 25 mm





backgrounds

Reserved space

1.2.4

Minimum sizes (overall width)

1.1

1.2

1.3

1.4


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The incorrect use of the SENER

logo adversely aff ects the impact of

our communication, as it conveys

an inconsistent message.

Only the use explicitly described in

this manual is correct.

Any variation in color, orientation,

proportion or combination

is incorrect and is therefore

prohibited.

Below are some examples of things

that must be avoided.

Correct uses





backgrounds

1.2.5 Do not distort the logo

Do not add other elements

Do not change the color

Do not try to recreate the type font

Do not rotate the logo

Do not alter the elementsLA INGENIERÍA DE HOY

1.1

1.2

1.3

1.4


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The SENER logo only exists in two chromatic versions: blue and black. No

other color versions exist.

Where it is applied to a background of the same color, the logo will be

edged with a white outline.

The size of the outline will be equal to that of the strips separating the

isotype’s squares.





backgrounds

Color versions

1.2.6

1.1

1.2

1.3

1.4


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backgrounds

Logo over backgrounds

1.2.7The logo can be applied over a background, provided that the safety outline

referred to above is respected.

We distinguish between two types of background: Colored backgrounds

and photograph backgrounds, which are described on the next page.

The four secondary colors can be used as a background for the color logo,

provided such use is restricted to just a few applications.

1.1

1.2

1.3

1.4


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1.2.7 Logo over backgrounds 1.2.8 Logo over

photographic backgrounds

Logo over photographic backgrounds

1.2.8There are no restrictions in applying the logo over photographic

backgrounds; simply ensure that it is correctly reproduced and is readable

over any image.

This also applies where the logo is placed on a tool or machine. In this case,

the SENER logo must be reproduced in the corporate blue with the safety

outline referred to in previous chapters.

Images containing excessive contrast or movement should be avoided,

since they can interfere with the logo’s visibility. The blue or black version

can be used.

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1.3 - type font

1.3.1 Introduction

1.3.2 SENER typeface

1.3.3 Substitute typefaces

1.1

1.2

1.3

1.4


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Introduction

1.3.1 Introduction1.3.2 SENER typeface


1.3.1SENER is a solid company. This is expressed in a reliable way and the words used convey consistency. Our tone of

voice is formal, moderate and frank. The fact is that the words we use refl ect the way we are and how we think and

act. For SENER, every word counts and every word speaks volumes about us: it conveys everything we are.

For SENER, selecting a type font was no trivial task, since fi nding a font that transmits excellence — the brand’s

core value — was the primary objective.

The typographic family chosen by SENER is Benton, a balanced and elegant type face. Its simplicity conveys

reliability, competence, soundness and consistency.

From this extensive family, we will only use the style specifi ed in this manual.

The Benton Sans typeface familyThis is not a system typeface and so it must be installed on the computer in advance if it is to be used and viewed

correctly.

1.1

1.2

1.3

1.4


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SENER typeface

1.3.2 Aa

AaAa

Aa


1.3.3Substitute typefaces

Benton Sans Light Benton Sans Bold

Benton Sans Bold ItalicBenton Sans Regular

Benton Sans Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890.,;:¡!¿?&%@€$£¢

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890.,;:¡!¿?&%@€$£¢




Benton Modern Display Light Benton Modern Display BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890.,;:¡!¿?&%@€$£¢


Headlines

Body copy

The Modern family of the Benton typeface

has been selected for constructing headlines.

With its base, it has more weight for

enunciating and proposing. It speaks with a

louder tone of voice — just the tone we need

for headlines: it grabs our attention without

shouting.

We are allowing the possibility of choosing

the Light or Bold family where necessary,

provided this is done to achieve maximum

visual sharpness.

The Sans family of the Benton typeface

has been selected for constructing text.

Extremely simple and sharp, Benton

Sans conveys a brand which is direct and

frank. It communicates forcefully. Bold

is used when we want to highlight text,

while Italic is used for project names,

works and foreign words and phrases.

1.1

1.2

1.3

1.4


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Substitute typefaces

1.3.3 Trebuchet MS

Typeface Unicode

Trebuchet

Myriad Pro Minion Pro


AĄBCĆDEĘFGHIJKLŁMNŃOÓPRSŚTUWYZŹŻaąbcćdeęfghijklłmnńoóprsśtuwyzźż






A system typeface, installed on all PCs, with its four available faces

(normal, bold, italic, bold italic).

Ideal for content because of its high degree of legibility and its wide

availability in offi ce automation systems worldwide.

It has a full punctuation system and accents.

These are typefaces based on the UNICODE character coding standard,

designed to facilitate IT processing, transmission and display of texts in

multiple languages.

A systems typeface installed on all PCs. It replaces the

Benton Sans typeface for Polish or other languages

with special characters.

A systems typeface installed on all PCs. It replaces the

Benton Sans typeface for Polish or other languages with

special characters.

IMPORTANT:

The substitute typefaces must never be used for professional applica-

tions or printed communication materials.

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1.4 - color

1.4.1 Introduction

1.4.2 Pallete of colors

1.4.3 Primary color

1.4.4 Secondary color

1.4.5 Use of color


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1.4.1

1.4.1 Introduction1.4.2 Palette of colors

1.4.3 Primary color1.4.4 Secondary colors

1.4.5 Use of color

Introduction Color is a fundamental element in communicating the brand’s personality and in diff erentiating it from the

competition.

Our basic color is Pantone® 281.

A deep, distinctive blue, which conveys authority and presence. It gives the brand an air of respect and

reassurance.

Consistent use of this color is important for our brand’s expression.

Which came fi rst, sea blue or the blue sea?


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1.4.5 Use of color

1.4.2Palette of colors The world in which the brand has to

develop is growing.

For this reason, the main color

(Pantone® 281) is now supported

by grey, which adds to, and

certainly does not detract from, the

main color’s central role.

Blue is a cool, rational, consistent

and elegant color. It is associated

with balance and calm. It helps us

to position ourselves as a brand

conveying reliability through

tranquility and gravity.

The SENER palette of colors, at

corporate and divisional level, is

balanced.

Pantone® Warm Grey 9

Pantone® 281

Pantone® 703

Pantone® 7496

Pantone® 5415

Pantone® 5497


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1.4.5 Use of color

Primary color

1.4.3SENER’s primary color is Pantone® 281, a deep,

distinctive blue.

Blue derives its principal signifi cance from the

symbols and feelings we associate with it.

This is a color conveying all the good qualities that

accrue with time, the fi ne feelings not dictated

by mere passion but rather that are based on

reciprocal understanding.

There are no negative feelings where blue

predominates. Thus, it is no surprise that blue

elicits such acceptance.

CMYK:

C: 100 - M: 72 - Y: 0 - K: 32

Note: Cyan, magenta, yellow, key-color (black) – the subtractive color model used in four-color

printing and in color printers.

RGB professional applications (Indesign, Illustrator...):

R: 0 - G: 59 - B: 121

RGB offi ce automation (Word, Excell, Power Point...):

R: 0 - G: 38 - B: 100

HTML:

00377C

Hyper text markup language – web page coding. The html references normally correspond to the RGB

color specifi cations.

Pantone® 281The Pantone® colors are the main references for all printing applications. Wherever possible, the

specifi c Pantone® color will be used. For any other system not mentioned here, the Pantone®

specifi cation is the base reference.

Pantone® 281


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The secondary color palette has been developed to identify each individual Business Units and/or to reinforce and highlight color 281 as the primary color.

Use of Pantone Warm Grey 9 in text:

• Corporate: always for spot color printing, such as on paper printed materials. When printing using automated offi ce systems, it must be

substituted by 70% black.

• Editorial: the specifi c four-color values (0-5-10-50) or 70% black.

Uses of secondary colors

Secondary colors can be used as plain backgrounds, split boxes or in the design of graphics, tables or typographical elements such as highlighted items.



1.4.5 Use of color

Secondary colors

1.4.4Warm Grey 9 is the color for the slogan.

CMYK:

C: 56 - M: 24 - Y: 11 - K: 39

RGB:

R: 92 - G: 127 - B: 146

HTML:

5C7F92

CMYK:

C: 7 - M: 95 - Y: 49 - K: 16

RGB:

R: 181 - G: 56 - B: 79

HTML:

B5384F

CMYK:

C: 50 - M: 6 - Y: 99 - K: 42

RGB:

R: 106 - G: 127 - B: 16

HTML:

6A7F10

CMYK:

C: 40 - M: 9 - Y: 21 - K: 32

RGB:

R: 137 - G: 159 - B: 153

HTML:

899F99

Pantone® 5415 Pantone® Warm Grey 9Pantone® 703 Pantone® 7496 Pantone® 5497

Power & Process

Civil &Architecture Aerospace Marine

CMYK:

C: 0 - M: 5 - Y: 10 - K: 50

RGB:

R: 156 - G: 151 - B: 146

HTML:

9C9792

Monochrome: 70% black

RGB:

R: 100 - G: 109 - B: 113


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1.4.5 Use of color

1.4.5Use of color In order to achieve a greater variety

of color and graphic resources in

information design, and thus allowing

certain content to be structured, colors

can be used in specifi c percentages. It is

an advantageous option where budgets

are limited or for communication

materials printed with one or two inks.

The color percentages must not be

overused, unless necessary in order to

structure and improve the visualization

of information.

Wherever possible, it is preferable to

reproduce the colors 100%.

The reduced examples on this page

demonstrate the use of color in graphics.

100 %

80 %

60 %

40 %

20 %

10 % í

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Power & Process

Civil &Architecture Aeroespace Marine

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1.4.5 Use of color

1.4.5Use of color:

idiomesFor bilingual SENER publications, the languages will be distinguished by

the use of color.

SPANISH: Pantone® Warm Grey 9

ENGLISH: Pantone® 281 C

For SENER’s international orientation, ENGLISH will be chosen as the main

language for all bilingual publications. For this reason, elements such as

the slogan or area names will, in this case, appear only in English.

The fact of being in a single language does not aff ect the rule for distinction

between languages by color, so Warm Grey 9 will still be used.

Each division will have an identifying panel and a specifi c color. Marine

Marine

AerospaceCivil &Architecture

Power& Process

This must be at least 12 mm high

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