METINVEST CORPORATE STYLE GUIDELINES · alignment: right edge Logo colors: full color layout: upper...

METINVEST CORPORATE STYLE GUIDELINESMedia and Marketing Communications DepartmentMetinvest Holding, LLC2015

Metinvest’s corporate style consists

of three main elements that allow for

identifying the Company:

– logo

– corporate colors

– font

These guidelines describe the basic elements of branding/corporate style that form the visual image of Metinvest and the main principles for designs, what is allowed and what is prohibited with concrete examples. These principles and standards equally apply to all of the Group’s enterprises.

The Media and Marketing Communication Department controls the use of elements of the Company’s corporate style. Elements of style shall be used in compliance with the requirements of these guidelines or with the consent of the Media and Marketing Communications Department.

03 Basic corporate style elements

04 Corporate colors

05 Logo

11 Fonts

12 Rules for using images

13 Metinvest name

14 Examples of souvenirs

15 Annexes

16 Annex 1. Wayfinding system elements

19 Annex 2. Paper folders

20 Annex 3. Flags

21 Annex 4. Company letterhead

22 Annex 5. Company’s letterhead black & white

23 Annex 6. C4 envelopes

24 Annex 7. C4 craft envelopes

25 Annex 8. E65 envelopes

26 Annex 9. Business cards

27 Annex 10. Logos for internal projects

38 Annex 11. Bags

29 Annex 12. Graphics in electronic and social media

30 Annex 13. Badges

31 Annex 14. Background walls for press events with logos

32 Annex 15. Presentation

46 Annex 16. Icons

CONTENTS

Аа

Basic corporate style elements

3

Logo

Colors

Font

– These guidelines do not contain requirements for work clothes or production facilities. Information on clothes and facilities can be found in documents relating to those items:

– Standard «Requirements for work clothes, shoes and other personal protection equipment for Metinvest Group enterprise employees», which was approved and enacted by Order #88 of 13.05.2011;

– Standard «On hygienic requirements for the design, repair, maintenance and operation of sanitary and amenity premises of Metinvest Group enterprises», which was approved and enacted by Order #120 of 12.09.2012.

SYMBOLISM OF COLORSThe red and black colors

symbolize fire and earth, respectively. Earth gives ore to Metinvest. Fire turns it to

finished steel products.

Metinvest WhiteRAL: 9003 Pantone: WhiteCMYK: 0 0 0 0RGB: 255 255 255

183 144 118

110 118 125

177 17 22

Metinvest GrayRAL: 7046Pantone: Cool Gray 9CMYK: 0 0 0 30RGB: 188 190 192

Metinvest RedRAL: 3020Pantone: 485 CCMYK: 0 100 100 0RGB: 237 28 36

Metinvest BlackRAL: 9005Pantone: BlackCMYK: 0 0 0 100RGB: 0 0 0

Corporatecolours

Red, black, grey and white are

Metinvest’s basic corporate colours.

They are colours that can be used

to identify the Company and shall

be used first.

Additional auxiliary shades can also

be used. Don’t use them if it is not

necessary and not as identifying

colours. Additional colors can

be used to help on corporate

presentations, infographics, and

illustrative materials.

BASICCOLOURS

AUXILIARY COLOURS, RGB

Logo

Text elrment (wordmark)

Symbol(glyph, short logo)

The minimum permissible size of the logo is 25 mm for printing and 90 px for electronic communications

Logo

Metinvest’s logo is the «core» of the Company’s entire corporate style. It consists of a group of elements: symbol and text element that use the font HandelGothic.

It is prohibited to change the composition of this group: add new elements or ignore those listed above; include the logo in other groups.

Exceptions indicated in these guidelines include the logos of the Company’s subbrands and fragments of graphical elements as decoration without altering its recognisable form.

Symbol can also be used separate from the text element as a short version of the logo. That said, the same rules must be applied to these graphical elements as for the full version (limited to corporate colors, whitespace, proportions).

The Media and Marketing Communications Department of Metinvest Holding must approve of the use of fragments and/or compact versions of the logo.

54

Main (full color) InvertedMonochromeFull color inverted

Cyrillicversion

Latinversion

There are Cyrillic and Latin versions of logo. The Cyrillic version of the logo is used for Ukrainian media.In other cases, the Latin versionis used.

Four possible color combinationsare presented below.

Monochrome versions and/or background color boxes can be used if the logo is hard to distinguish ona heterogeneous background or if it is impossible to reproduce it in full color.

Logo

Versionsof the logo

LOGO COLORS

6

Proportions between graphic element and text

element

h=85%H

H

h

Manual kerning

Distance between graphic element

and text element

Whitespace The proportions of the logo’s components are fixed.

Always use original master files and never change element sizes and proportions arbitrarily.

The logo’s components constitute a single block of information, which can be read without any difficulties on any media and in any setting.

This block shall be separated from surrounding elements by a buffer zone, the minimum size of

Always keep white space (it shall be equal at least to the height of the M-shape component of the graphic element) between the logo and other elements.

Logo

Proportionsand materials

7

Infringements of the proportions of the logo’s components

Use of colors not envisaged by these guidelines

Deformation of the logo or its components

Use of the logo in the background where it’s difficult to distinguish

Change the layout of the logo

Repeated use of the graphical element is not desirable

Incomplete logo image

первый пункт;второй пукт;третий пункт.

Adding a shadow or outline to the logo

Addition of extra elementsto the logo

Incorrect usage of logo

Logo

8

The logo shall be readable without any difficulties on any media and in any setting.

For this, it is necessary:

– to keep white space arround the logo

– to select optimal sizes, colors and layouts for the logo

Too many elements Unreadable

Well-ordered blocks Monochrome on a color background Sufficient visibility

6 м

Unreadable

6 м

Logo

9

Fonts

Main typeface of the Company is the

Officina Sans font. It should be used

for print work and small text blocks

in print and advertising materials. It

can also applied to navigation signs

at the Group’s enterprises to enhance

Corporate identification.

For documents and email, it is

recommended to use additional typefaces - standard navigation sign

fonts without serifs that are similar

in style to Officina Sans: Arial,

Trebuchet.

It is not recommended to use more

than 2 different typefaces in one

media.

It is not allowed to use fonts

not outlined in these guidelines

without the approval of the Media

and Marketing Communications

Department.

Officina Sans BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Officina Sans MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Officina Sans BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Officina Sans Extra BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

TrebuchetABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

ArialABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Main typeface

Additional typefaces

Trebuchet is used for corporate business cards

Arial is used for digital communicaton

11

х

хх

y

0,5y

0,5y

1,6 х

The following rules must be followed for co-branding.

1. For horizontal formats:.The height of the Metinvest logo with the buffer zone should be x. Other horizontal logos should not be taller or longer than the Metinvest logo and the height of the vertical of the logo shall not exceed the size 1,6 х.

2. For vertical formats:The width of other horizontal logos shall not exceed the size y. The size of the vertical logo shall not exceed 0,5 y.

Logo

Co-branding

10

Other logo

Other logo

Otherlogo

Otherlogo

It is recommended to use positive

images, dynamic photography,

visually interesting images, saturated

colors and contrasting combinations.

It is not allowed to use images of sad

or tired people or hard work. Avoid

images of old equipment, rust, dirt,

or defective products.

Do not use staged photographs,

without movement or depth.

Rules forimages usage

Faded images, indistinguishable elements and logosPicturesque views

Defective products

Tired man in the outdated workwear

Quality products

Exciting production

12

Metinvest may refer to both

the Metinvest trademark

and names of organizational

structures.

Depending on the name of the object,

the following rules can be applied to

mentions of Metinvest in different

communication materials.

Metinvestname

13

Metinvest as name of the organizational structure

Full legal name of the Company is written as follows:

Metinvest Holding, LLC

Quotation marks are not used for foreign legal entities and for Ukrainian legal entities’ names in English:

METINVEST B.V.Metinvest Carpathia SRL

For the management company, the legal name or Company’s name without indication of legal form can be used. It is not required to use all capital letters or quotation marks; it is not allowed to transpose the words - Holding Metinvest:

Metinvest Holding

It is recommended to avoid using the word «holding». Synonyms are recommended instead, for example «company».

To identify all enterprises of Metinvest Group the following options can be used:

Metinvest Metinvest Group

Metinvest as a trademark

Two different language versions of the Metinvest trademark are registered:

For Ukrainian and Russian language media, the logo in Ukrainian language is used.

For other languages, the English logo is used.

МЕТІНВЕСТMetinvest

Annexes

Paper bag A4 paper folder A5 writing pad

Mousepad

Pens, pencils

USB flash drives

Examples of souvenir products

Wayfinding system elements

Сервисный металлоцентрМетинвест-СМЦ

17

Wayfinding system elements

The Group’s enterprises use

wayfinding systems : signs, tables,

traffic diagrams and other visual

means of navigation. To make them, it

is necessary to use the basic elements

of corporate style.

There are different design options for

corporate style, which shall be used

depending on the specific situation.

It is necessary to consider the

illumination of the location, distance

and relationship of elements.

It is recommended not to use icons

and fonts that lack contrast.

Use larger letter spacing for options

with reverse lettering.

2 ïоверõ

1 ïоверõ

2 ïоверõ

1 ïоверõ

16

Annex 1 to the Metinvest Corporate Style Guidelines

Signboardssample

Tables sample

Tables sample

Paper folder

19

Annex 2 to the Metinvest Corporate Style GuidelinesWayfinding system elements

Unified style of the typeface and icons

18

Tablesplacement

sample

Used for electronic communications and color printing. For black-and-white printing, it is recommended to use special letterhead on page 21 of these guidelines.

Marginstop: 20 mmbottom: 15 mmleft: 30 mmright: 15 mm

Main text font: Arial, 11 ptline spacing: 16 pt

Headlinefont: Arial Bold, 13 pt

Text in headerfont: Arial, 8 ptline spacing: 10 ptcolor: 50% black, Metinvest redalignment: right edge

Logocolors: full color layout: upper left cornerwidth: 50 mm

Paperformat: А4density: from 80g/m

Letterhead

21

25 mm

20 m

m

15 mm

50 mm


20

WIDE-FORMAT FLAG Aspect ratio: 4х6

Canvas color: white Logo: full color

Canvaswhite satin or silk

Logofull color

flagpoleit is recommended to usewhite metal

Flags


DESK FLAG Aspect ratio: 4х6

Canvas color: white Logo: full color.

27 mm

27 m

m

Sizes 229 х 324 mm

Logofull color, located at upper left corner

C4 envelope

23


Used for black & white printing, faxes and other situations when it is technically impossible to render corporate colors.

Marginstop: 20 mmbottom: 15 mmleft: 30 mmright: 15 mm

Main text font: Arial, 11 ptline spacing: 16 pt

Headlinefont: Arial Bold, 13 pt

Text in headerfont: Arial, 8 ptline spacing: 10 ptcolor: 50% black, blackalignment: right edge

Logocolors: blacklayout: upper left cornerwidth: 50 mm

Paperformat: А4density: from 80g/m

Letterhead: black & white printing

22


25 mm

20 m

m

15 mm

50 mm

Sizes 110 х 220 mm

Logofull color, located on the upper left corner

E65 envelope

25

20 mm

15 m

m


27 mm

27 m

m

Sizes 229 х 324 mm

Logoblack, located on the upper left corner

C4 craftenvelope

24



Business cards

Logo (32 mm)

Name

PositionDepartment, Trade Entity(optional)

ContactsCOMPANYsite

e-mail

90 mm

50 mmBusiness cards are made in 3 three languages: Ukrainian, Russian and English. Two-sided business cards are not allowed

Different templates for different structural units of the Company can be used.

Dimensionswidth: 90 mmheight: 50 mm

FontTrebuchet, 6-8 pt

Whitespace5 мм

Materialdull coated paperdensity from 250 g/m2

26

BUSINESS CARDS OF DIFFERENT STRUCTURAL UNITS

Sales organisations Production assets

Elements of Metinvest’s corporate

style can be used in internal projects.

In some cases, this use does not have

to comply with these guidelines in

full, but these should be exceptions.

The creation of such logos is allowed

only with the agreement of Media

and Marketing Communications

Department.


27

Logos for internal projects

Bags

28

Plastic bag Horizontal paper bag Vertical paper bag


Graphics in digital media and social networks

Для изображений, публикуемых в социальных медиа, установлены следующие рекомендации:

1. The size and proportions of the image should fit a news ticker.

2. The headline should be readable with and without zooming-in.

3. The image should not contain too many elements. Optimal compositions consist of succinct headlines, simple illustrations and a logo. Comments, footnotes and illustration details complicate the message.


29

Headline

Illustration

Logo

Note

Comments

Бейджи

30


Horizontal on a pin90х50 mm

Vertical on a lanyard 50х80 mm

Horizontal on a lanyard 100х80 mm

Horizontal metallicon a pin

Background walls for press events with logos


31

Corporate presentation


32

TEMPLATE FOR PRESENTATIONS THAT WILL SHOWN ON PROJECTOR

THE TEMPLATE FOR PRINTED DOCUMENTS AND ELECTRONIC VIEWING

TEMPLATE WITH DARK BACKGROUND

The main elements of Metinvest’s corporate style shall be used for presentations.

Two presentation templates have been developed.

The first one is for presentations shown on projectors, the second for printing and publications on the Internet. The key differences between the templates are the volume of content on slides and sizes of graphic and text elements. Two types of backgrounds can be used – dark and light. The light background is better for printed materials and dark for text on displays.

Main slide

For optimal viewing of the presentation, the slides shall meet these requirements depending on the method they will be shown.

Template for presentations shown on projectors with nomore than two content blocks. The slide shall have minimal text (up to 50 words per slide) and large illustrations (diagrams, photos, drawings). The text in this template should be readable from long distances.

The template for printed documents and electronic viewing is for reading from paper or displays. Relatively small fonts can be used and content should be divided into blocks of 5-7 words per line for convenient reading.

33

TEMPLATE FOR PRESENTATIONS

THAT WILL SHOWN ON PROJECTOR

TEMPLATE FOR PRINTED DOCUMENTS AND ELECTRONIC

VIEWING

Corporate presentationTitle slide

For electronic viewing, it is recommended to use a dark background and for printed materials — light. The logo’s height should not exceed the subheading line’s height. Elements should be left aligned.

34

Headline 1Arial, boldColour: R: 230 G: 0 B: 30

HeadlineArial, boldColor: white

Headline 2Arial, boldColor: R: 90 G: 90 B: 90

Headline 2Arial, boldColour: white

BackgroundColor: white

BackgroundColor: R: 63 G: 72 B: 82

Align

Corporate presentationDividing and final slides (optional)

35

Layout and alignment of elements on slides

36


Horizontally, the elements should be aligned by guides for 12 columns and in the PowerPoint template.

The vertical distance between the blocks in PowerPoint is determined by grids from the template.

Keep the margin; layout blocks in accordance with the scheme

Headline

Content

Notes (optional)

Footer

Whitespace

Optimal options for arranging block for slides shown in different settings

37


Recommendations for slidesPart I

For formatting slides, use rules and guides Do not use more than 1-2 blocksper slide for projectors

Use up to 4-6 blocks for presentations for screens and to be printed

If possible, do not use more than 5-6 colors on one slide

38

Use sans serif fonts(Arial, Verdana and similar)

Single style for headlines, textblocks and other similar elements

Aa Аа АаЗаголовокслайда 1Основной текстпервого слайда

- Пункт списка

Заголовокслайда 2Основной текствторого слайда


Corporate presentation Recommendations for slidesPart II

Left alignment

39


Abcdef

Law of nearness

Objects or shapes that are close to one another appear to form groups. Therefore, the distance between objects inside blocks shall be less than the distanceto nearby blocks.

Elements of one block located near to another

Headline Headline Headline

Headline Headline Headline

Sufficient space between blocks

Clutter and inconsistent layout Distortion of diagrams with 3D effects

Common mistakes on slides Part I

Use of capital letters in long text blocks

МЕТИНВЕСТ ПРОИЗВОДИТ ШИРОКИЙ СПЕКТР ПРОДУКЦИИ: ЖЕЛЕЗОРУДНОЕ СЫРЬЕ, КОКСОВУЮ И КОКСОХИМИЧЕСКУЮ ПРОДУКЦИЮ, СТАЛЬНЫЕ ПОЛУФАБРИКАТЫ И ГОТОВЫЙ ПРОКАТ, ВКЛЮЧАЯ ЭЛЕКТРОСВАРНЫЕ ТРУБЫ БОЛЬШОГО ДИАМЕТРА.

Use of decorative, cursive or serif fonts

Random formatting of similar elements, absence of a single style

Underlining text if it is not clickable

40

Метинвест производит широкий спектр продукции: железорудное сырье, коксовую и коксохимическую продукцию, стальные полуфабрикаты и готовый прокат, включая электросварные трубы большого диаметра.

Заголовокслайда 1Основной текстпервого слайда


Заголовокслайда 2Основной текствторого слайда



Text is too far away from relative blocks More than 2 blocks of textare used for projector presentations

Common mistakes on slidesPart II

Use of random colors and/or drop shadows

Text can be stretched along the width of the slide

Headlines are stretched along the width of the slide

Using colors that do not contrast

41


Заголовок Заголовок Заголовок

Заголовок Заголовок Заголовок

42

Colors

Maintain the basic elements of the Company’s corporate stylefor presentations: use recommended colors and fonts.

Deep red and black colors shall be used in moderation. For example, to highlight certain elements of diagrams.

Do not use image combinations where there is no contrast.


Basic colors Additional colors

FOR WHITE BACKGROUND

FOR DARK BACKGROUND

R

G

B

R

G

B

219

64

64

212

41

46

178

191

199

178

191

199

74

84

94

102

112

120

191

171

150

191

171

150

120

89

89

120

89

89

120

199

245

102

186

232

0

110

145

0

122

155

247

171

71

203

158

136

43

145

79

63

72

82

102

199

181

102

199

181

Corporate presentationDiagrams and graphs

Most data can be represented by one of 4 kinds of diagrams, each of which is optimal for different types of comparisons — by components,by time or by frequency.

Pie charts can be used to show a part from a whole.

Horizontal bar graphs compare components to each other.

Vertical bar charts are used to show data changes over time.

Graphs can be also used for comparisons over time, but to show a longer period of time, to show trends.

Scatter and bubble charts can be used for correlated comparisons. Correlated comparison shows if there is a correlation between two variables that correspond to expected dependency.

43

PIE CHART

AREA GRAPH STACKED CHART

COLUMM/BAR CHART

Corporate presentationFrequently used elements

Unity of style makes presentations complete, integrated and user-friendly.

Similar, repeated elements - headlines, subheads, blocks of main text, infographics, tables, inserts, graphs, illustrations, etc. - provide for unity of style.

Examples of some elements for presentations are presented below.

▪ one ▪ two ▪ three

75countries import Metinvest’ssteel products

44

Закалка, °С Закалочная среда Отпуск, °С

860 – 900 Вода 400 - 600

TABLE SAMPLE

BULLETED LIST

TEXT BOX

It is recommended to use positive

images, dynamic photography,

visually interesting images, saturated

colors and contrasting combinations.

It is not allowed to use images of sad

or tired people or hard work. Avoid

images of old equipment, rust, dirt,

or defective products.

Do not use staged photographs,

without movement or depth.

Rules forimages usage

Faded images, indistinguishable elements and logosPicturesque views

Defective products

Tired man in the outdated workwear

Quality products

Exciting production

45


Icons

Icons are one element that can form style.

Icons of products and metallurgical processes included in these guidelines can be applied to the Company’s communications and are recommended for further usage.

If required, it is possible to develop additional icons, based on the same style, line width and other common elements.


46

METINVEST CORPORATE STYLE GUIDELINES · alignment: right edge Logo colors: full color layout: upper...

Documents

Transcript of METINVEST CORPORATE STYLE GUIDELINES · alignment: right edge Logo colors: full color layout: upper...