Styleguide 2016Stage One - Brand Identity Brand Logo, Colour, Font and Pattern

2ContentsCapital Chemist Introduction2 Contents3 Introduction

Brand Logo and Guidelines4 Brand Logo

5 Coloured Brand Logo Versions

6 Black and Reversed Brand Logo Versions

7 Extreme Landscape Brand Logo

8 Minimum Clear Space and Size

9 Incorrect Logo Usage

10 Use With Other Logos

Brand Colours and Fonts 11 Brand Colours

12 Brand Fonts

13 Store Location Position

14 Tagline

15 Brand Pattern

3Introduction Capital Chemist Graphic GuidelinesThese guidelines have been produced to ensure consistent application of the Capital Chemist brand.

The symbol and logotypes have been specially drawn and must not be traced, respaced, redrawn, typeset or modified in any form by either manual or electronic methods.

This guide provides all versions of the Brand Logo and supporting elements (with guidelines) to ensure the correct format, patterns and colour is available to design collateral whilst maintaining the integrity of the Capital Chemist Brand.

When using screen applications such as television, internet, multimedia and computer graphics, always use the RGB format which best suits the medium.

All versions of the Brand Logo can be sourced from Capital Chemist Marketing Department.

Mortar and Pestle Symbol

Logotype

Tagline

The Capital Chemist Brand Logo consists of a mortar and pestle symbol and logotype. The Brand Logo may be used with or without the tagline ‘We know what matters’.

4Brand Logo

CC _ P _ T _ Rev _ SPOT.eps

eps png jpg

SPOT CMYK RGB BLACK

L - Landscape P - Portrait S - Standard ExL - Extreme Landscape

R - ReversedT - Tagline

This preferred Brand Logo is the Coloured Portrait Brand Logo with Tagline (as shown here).

Materials and collateral will vary greatly and may prevent the use of the preferred Coloured Portrait version, therefore other versions have been create to accommodate restricted spaces.

The following pages provide these options.

Each Brand Logo version is named according to a standard file coding system and is titled as shown on this page.

CC - Capital Chemist

5Coloured Brand Logo Versions

File name: CC_L_CMYK.eps File name: CC_L_T_CMYK.eps

File name: CC_P_CMYK.eps File name: CC_S_T_CMYK.eps

File name: CC_S_CMYK.eps File name: CC_S_T_CMYK.eps

The Capital Chemist Brand Logo has been created in the following versions:

> Landscape - with and without tagline > Portrait - with and without tagline > Standard - with and without tagline

ColourLight Blue PMS Process Blue C Dark Blue PMS Reflex Blue C

Background ColourThe Coloured version of the Brand Logo must only appear on a white colour background. If using the Brand Pattern, the Coloured Brand Logo must be placed within the white arc area. The white reversed Brand Logo may be used on the Shaded Background or the solid PMS Reflex Blue (see Brand Pattern with Imagery - TBA).

Brand ArtworkAlways use the electronic Brand artwork. The proportions, spacing and relative positioning of the logotype and symbol must remain consistent, and never change (see Minimum Clear Space and Size - page 8).

6

The Capital Chemist Black Brand Logo should be used on applications where only one colour is available.

The Capital Chemist Reversed Brand Logo should be used on applications where a dark background is being used.

The Symbol, Logotype and Tagline all print 100% black, or reverse white out of a 100% black background.

Black and Reversed Brand Logo Versions

File name: CC_L_Black.eps

File name: CC_L_T_Black.eps

File name: CC_P_Black.eps File name: CC_P_T_Black.eps

File name: CC_S_Black.eps File name: CC_S_T_Black.eps

File name: CC_L_R.eps

File name: CC_L_T_R.eps

File name: CC_P_R.eps File name: CC_P_T_R.eps

File name: CC_S_R.eps File name: CC_S_T_R.eps

7Extreme Landscape Brand LogoRestricted HeightsIn some instances such as shop front fascia the Landscape Brand Logo may still not meet the visual requirements. In this instance an Extreme Landscape version has been created to maintain the brand integrity.

File name: CC_ExL_CMYK.eps

File name: CC_ExL_R.eps

File name: CC_ExL_Black.eps

8

Minimum Clear SpaceWhen using any of the Brand Logos, a minimum clear space of ‘X’ surrounding the brand must be kept free from typography, illustrations, coloured backgrounds or any other graphic.

‘X’ is equal to the width of the C in the logotype.

Minimum SizeThe minimum recommended sizes of the Brand Logo is as follows:

> Landscape — 39mm wide > Portrait — 16mm wide > Standard — 27mm wide > Symbol — 8mm wide

Do not use Tagline when minimum size is required.

Minimum Clear Space and Size

xx

x

x

x

39mm 8mm16mm 27mm

Landscape Portrait Standard Symbol

9

Never:> Use poor resolution.

> Alter the colours of the Brand Logo.

> Contort the shape of the Symbol and logo type, for example do not squash or stretch.

> Tilt or use on an angle.

> Crop into the logo.

> Use a faded or tint of colour.

> Substitute a typeface for the logotype. The logotype has been hand drawn and cannot be reproduced by substituting a typeface.

> Change the positioning of the Logo Icon and Logo Type.

> Place Logo over a photograph.

> Use a Colour Brand Logo on a coloured background.

Incorrect Logo Usage

Example: Poor resolution

Example: Contorted

Example: Cropped

Example: On top of a photograph

Example: Altered colours

Example: Tilted

Example: Faded

Example: Logo icon position changed

Capital Chemist

Example: Logo icon with substituted font

Example: On top of a dark background

10

Clear SpaceWhen using any of the Brand Logos with another logo, a minimum clear space of ‘X’ surrounding the brands must be kept free from typography, illustrations or any other graphic.

‘X’ is equal to the width of the upper case letter C of the Capital Chemist logotype.

Both logos should be spaced either side of a thin grey line, clear spaced by ‘X’.

Logo FormatWhen the Brand Logo appears with other logos keep formats consistent, for example: Use a Capital Chemist Landscape Brand Logo with Landscape Brand Logo of the other brand, or Capital Chemist Portrait Brand Logo with Portrait Brand Logo of the other brand.

PositioningIf white arc opens on the left, the Capital Chemist logo should sit on the left and vise versa (see example of use).

Use With Other Logos

xx

x

x

x x x

Example of positioning with another logo

Example of clear space with another logo

11

Spot Colours The Colour Brand Logo uses two spot colours, these are:

Light blue PMS Process Blue C Dark blue PMS Reflex Blue C

The spot colours (or CMYK breakups) may be used on copy for applications where elements would benefit from a highlight colour. For example, the name and title on a business card. See the ‘business card’ section of this guide.

When any of the Brand Logos are used in electronic media such as the internet, television or electronic advertising ensure RGB colours are used.

Signage film specifications:Non-Illuminated SignageLight Blue Calon Arlon 2100 Cast Film : 18 Olympic Blue

Dark Blue Calon Arlon 2100 Cast Film : 17 Sapphire Blue

Illuminated SignageLight Blue Avery 5500 Cast Translucent Film : 5581 Sky Blue

Dark Blue Avery 5500 Cast Translucent Film : 5509 Sapphire Blue

Note: This document may have been printed on a CMYK colour printer. As colour copiers can vary over time the swatches on right may not be colour accurate. Always refer to Proprietary PMS colour Swatches for accurate matches.

Brand Colours

COLOUR CMYK RGB HTML

C - 100M - 10Y - 0K - 10

R - 0G - 123B - 192

C60C30

C - 100M - 73Y - 0K - 2

R - 38G - 49B - 192

000000

PMS Process Blue C

PMS Reflex Blue C

12

The support typefaces areHelvetica and Signpainter

Helvetica 57 CondensedTo be used sparingly when extra emphasis is required in major headlines and signage.

Helvetica 77 Bold CondensedTo be used as headings for print, electronic and signage applications.

Helvetica LT 45 LightTo be used as sub headings, or on body copy that is reversed our of a background, on print and electronic applications.

Helvetica LT 55 RomanTo be used as a general body text on print and electronic applications.

SignPainter-HouseScriptTo be used as a general body text on print and electronic applications.

Note: Helvetica is the corporate font for all print material. However Arial is a substitute when used on websites. It is very similar in shape (without the variances) but translates much more consistently across different web browsers.

Brand FontsABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica 57 Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica 77 Bold Condensed

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica LT 45 Light

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789Helvetica LT 55 Roman

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789SignPainter-HouseScript

13

The Capital Chemist Brand Logo may be accompanied with a store location.

The store location font must be Helvetica LT 45 Light, set in sentence case and positioned as follows:

> Landscape Logo – position range right > Standard logo – position range right > Centered Logo – position centred

Spacing and proportions between the Logotype, and store location must always remain consistent (see examples on this page).

Store Location Position

Wanniassa

Wanniassa

Wanniassa

Wanniassa

Landscape

Portrait

Standard

Extreme Landscape

14

File name: CC_Tag_DBlue_CMYK.eps

File name: CC_Tag_LBlue_CMYK.eps

File name: CC_Tag_BlueR_CMYK.eps

We know what matters

We know what matters

Tagline

File name: CC_Tag_Black.eps

File name: CC_Tag_R.eps

The Brand Tagline is an integral part of the brand identity and must be used in accordance with the guidelines provided.

The wording ‘We know what matters’ is supplied in various formats and must only be used in the colours stated. It must never be used in a different font.

The Tagline may be used on any of the corporate colours or the Shaded Background of the Brand Pattern (see Brand Pattern guidelines - page 15).

The Tagline can be used independently from the Brand Logo, provided the Brand Logo appears on some section of the marketing material ie: back of business card.

15

The Capital Chemist Brand Pattern has been developed to enhance the visual brand. The Brand Pattern is provided in a vector format allowing the designer to adjust the position of the shades and arc shape to suite individual layout and content.

Brand Pattern ElementsThe Brand Pattern is made up of three main components: Shaded background, shaded double arc and white arc.

Brand Pattern UsageThe Brand Pattern can be flipped and positioned higher or lower, however it must never to be used vertically.

ColourThe Brand Pattern is made up of CMYK gradients set in the Brand Pattern artwork. It must never be swapped for other colours.

Brand Pattern

White Arc

Shaded Double Arc

Shaded Background

Example: Brand Pattern Example: Brand Pattern with White Arc Example: Extreme Arc