Full
Content
Visual Communication Guide
BRANDBOOK
Fjeldstad & Partners Visual Communication Guide
Table of content
Introduction .................................................................................................................................................. 2 Logotype concept....................................................................................................................................... 3 Logotype benchmark and structure ................................................................................................ 5 Directions for logotype use ................................................................................................................... 6 Colour identification concept ............................................................................................................. 7 Logotype colours (positive and negative)..................................................................................... 9 Logotype colours (monochromatic logotype image) ...........................................................10 Logotype colours (improper use) .....................................................................................................13 Logotype proportions .............................................................................................................................14 Logotype space zone ...............................................................................................................................15 Logotype minimal size ............................................................................................................................16 Brand font ......................................................................................................................................................17 Business card ................................................................................................................................................19 Brand letterform ........................................................................................................................................20 Brand ffax form ...........................................................................................................................................21 Brand folder (official) ..............................................................................................................................22 Brand folder (occasional–promotional) .......................................................................................23 Brand folder (for seminars) ..................................................................................................................24 Brand envelope (official) .......................................................................................................................25 Brand envelope (occasional–promotional) ................................................................................26 E-mail pattern ..............................................................................................................................................27 Microsoft® PowerPoint® pattern ........................................................................................................28 CD sticker, CD sleeve................................................................................................................................30 Seminar material (invitation pattern) ............................................................................................32 Seminar material (seminar material page pattern) .................................................................33 Seminar material (speaker presentation pattern) ...................................................................34 Seminar material (agenda pattern)..................................................................................................35 Seminar material (registration form pattern) ............................................................................36
Fjeldstad & Partners Visual Communication Guide
Newsletter pattern ....................................................................................................................................31
1
Introduction
An integral brand style is the face of a strong and consistent company. It ensures corporate uniqueness and identification and directly influences consumer’s emotional attitude towards a particular company. Therefore the corporate visual style has to be thoroughly defined, and uniform rules have to be followed by every employee working in relation to it. The purpose of this Guide is to define rules on how to adequately and consistently form the corporate visual style of Fjeldstad & Partners. Following them, we shall maintain integrity of the corporate visual style and clearly set out our position. This Guide includes our prepared review of corporate vision and brand concept. It will also introduce you with the elements shaping visual style and the examples of their practical application. The rules defined below are compulsory in respect of everything that is being communicated under the name of Fjeldstad & Partners.
2
Fjeldstad & Partners Visual Communication Guide
Logotype concept
A brand is the most important part of the corporate style. Its registration, use and legal protection are regulated by the laws on brands of goods and services. A brand is a symbolic image of composition designating a particular enterprise or its product. When the brand is sufficiently distinctive, customer’s consciousness identifies a commodity or service with their signifying brand. Fjeldstad & Partners corporate brand is the Fjeldstad & Partners logotype composed of an inscription Fjeldstad & Partners and a graphic symbol that includes monograms of capital letters F and P. The colour of a verbal code – inscription “Fjeldstad & Partners” – is dark brown, the colour of the graphic symbol is light brown. This graphical composition properly fulfils its function, and can not be erroneously identified with the brands of other goods and services or economic entities. The brand is easily applicable – it is clearly visible in any size due to an unsophisticated structure. It is visually simplex, laconic, not overladen. Therefore it can also be used both for outdoor and indoor advertisement.
Fjeldstad & Partners Visual Communication Guide
3
Logotype benchmark
4
Fjeldstad & Partners Visual Communication Guide
Graphic symbol
Logotype benchmark and structure
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Fjeldstad & Partners corporate logotype is composed of two elements: graphic symbol and company name. These two elements constitute an integral composition, and therefore the logotype must be used only in such arrangement. In exceptional cases (due to a limited advertisement space), only the name (Fjeldstad & Partners) can be used. However, if the name is used together with the symbol, they shouldn’t make any other composition than indicated here. The symbol can be used separately as a décor element or a water mark.
Company name
5
Fjeldstad & Partners Visual Communication Guide
Directions for logotype use
6
Fjeldstad & Partners Visual Communication Guide
Colour identification concept
Fjeldstad & Partners corporate logotype has two brand (identificational) colours: dark brown and light brown. Light brown is the dominant colour. In its meaning, it is the colour of concreteness and stability, the earth colour. Dark brown is the complimentary colour symbolizing richness and stability. For colour identification, various colour scales are used in different cases. RGB colour scale: RGB (R-red, G-green, B-blue) colour scale is used in computer programs. Colours of this scale are obtained by mixing primary colours. This scale is used to design products for internet, multimedia, etc. Brand colour codes in RGB scale: Light brown: R -157% | G -112% | B -70% | Dark brown: R - 90% | G - 52% | B - 24% | CMYK colour scale: CMYK (C-cyan, M-magenta, Y-yellow, K-black) colour scale is used in printing. It is a mix of paints combining three primary colours and black colour. All the other colours are obtained by mixing these colours. Brand colour codes in CMYK scale: Light brown: C -25% | M -45% | Y -65% | K -30% Dark brown: C -55% | M -70% | Y -90% | K -45% PANTONE® colour scale: PANTONE® colour scale is also used in printing. It is already mixed paint selected according to PANTONE® brand colour palette. This paint is practical because it can be used to cover bigger single-colour spaces or in order to exactly obtain colours in all the print copies.
Fjeldstad & Partners Visual Communication Guide
7
Colour identification concept
PANTONE® Coated scale is used for printing on glossy paper, whereas PANTONE® Uncoated scale is used for printing on matt paper. In certain cases, the colour code of both scales is the same, in other cases it is different as the same paint looks differently on different types of paper. The Fjeldstad & Partners corporate logotype PANTONE® colour codes for glossy and matt paper are different. Brand colour codes in PANTONE® Coated scale: Light brown: PANTONE® 4645 C Dark brown: PANTONE® 476 C Brand colour codes in PANTONE® Uncoated scale: Light brown: PANTONE® 4655 U Dark brown: PANTONE® 477 U Monochromatic version: In monochromatic (or black-and-white) logotype version, the equivalents of light brown and dark brown colours are black, dark brown and their percentage values. Other colours are not used. Black colour codes: In RGB scale – R 0%, G 0%, B 0% In CMYK scale – C 0%, M 0%, Y 0%, K 100% In PANTONE® scale – PANTONE® Process Black Coated, PANTONE® Process Black The logotype can be used as follows: Chromatic version – on white or other contrastingly light, smooth, single-colour background and on clear texture. It can not be used on mottled background or on background filled with graphic elements. Monochromatic version – on white background. Negative version is white logotype only on light brown and dark brown background.
8
Fjeldstad & Partners Visual Communication Guide
PANTONE® 4645 C / 4655 U 100% CMYK: 25 / 45 / 65 / 25 RGB: 173 / 124 / 78
PANTONE® 476 C / 477 U 100% CMYK: 55 / 70 / 90 / 45 RGB: 90 / 52 / 24
Logotype colours Positive and negative
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Two colours are used for the corporate Fjeldstad & Partners logotype: Light brown: PANTONE® 4645 C / 4655 U 100% CMYK: 25 / 45 / 65 / 20 RGB: 173 / 124 / 78 Dark brown: PANTONE® 476 C / 477 U 100% CMYK: 55 / 70 / 90 / 45 RGB: 90 / 52 / 24 The logotype is used only on white (positive) or dark brown (negative) background. Light brown colour of 70% intensity is used in the negative version. Both positive and negative versions of the logotype are equivalent. Their use is regulated by the same rules.
PANTONE® 4645 C / 4655 U 70% CMYK: 17 / 32 / 45 / 21 RGB: 185 / 150 / 118
9
Fjeldstad & Partners Visual Communication Guide
PANTONE® 476 C / 477 U 100% CMYK: 55 / 70 / 90 / 45 RGB: 90 / 52 / 24
Logotype colours Monochromatic logotype image
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Monochromatic logotype version is used for single-colour newspaper press and similar purposes. Both positive and negative versions of the logotype are equivalent. Their use is regulated by the same rules.
PANTONE® 476 C / 477 U 40% CMYK: 22 / 28 / 36 / 18 RGB: 182 / 160 / 140
PANTONE® 476 C / 477 U 100% CMYK: 55 / 70 / 90 / 45 RGB: 90 / 52 / 24
10
Fjeldstad & Partners Visual Communication Guide
Logotype colours Monochromatic logotype image
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Monochromatic logotype version is used for single-colour newspaper press, copied documents and similar purposes. Both positive and negative versions of the logotype are equivalent. Their use is regulated by the same rules.
PANTONE® process Black 40% CMYK: 0 / 0 / 0 / 40 RGB: 174 / 175 / 178
PANTONE® process Black 100% CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0
11
Fjeldstad & Partners Visual Communication Guide
Logotype colours Monochromatic logotype image (reproduction on hard surfaces)
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) This version of the logotype is designed only for the brand reproduction on hard surfaces – engraving, single-colour serigraphy, relief stamping, etc. The logotype is used only on white (positive) or dark brown (negative) background. This logotype version can not be used in printing and electronic communication.
PANTONE® 476 C / 477 U 100% CMYK: 55 / 70 / 90 / 45 RGB: 90 / 52 / 24
PANTONE® process Black 100% CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0
12
Fjeldstad & Partners Visual Communication Guide
Logotype colours Improper use
Logotype colouring can be used only as defined in pages 11-12 of this Guide. All other use of logotype colouring is considered as improper.
13
Fjeldstad & Partners Visual Communication Guide
Logotype proportions
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) The brand is produced on geometric net. Measurements are indicated in conventional measures. Geometric net is an auxiliary tool meant for brand size change.
14
Fjeldstad & Partners Visual Communication Guide
Logotype space zone
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Logotype space zone determines the minimal distance between the logotype and other graphic elements. It is important to consider this zone during layout as it influences brand recognition and identification.
15
Fjeldstad & Partners Visual Communication Guide
Logotype minimal size
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) The minimal size of applied Fjeldstad & Partners corporate logotype is 14 mm in width.
14 mm
16
Fjeldstad & Partners Visual Communication Guide
Fjeldstad & Partners | Fjeldstad & Partners
Cronos Pro Light / Cronos Pro Light Italic
ąabcčdeęėfghiįyjklmnoprsštuųūvzž 1234567890 ĄABCČDEĘĖFGHIĮYJKLMNOPRSŠTUŲŪVZŽ 1234567890
Fjeldstad & Partners | Fjeldstad & Partners
Cronos Pro Regular / Cronos Pro Regular Italic
ąabcčdeęėfghiįyjklmnoprsštuųūvzž 1234567890 ĄABCČDEĘĖFGHIĮYJKLMNOPRSŠTUŲŪVZŽ 1234567890
Brand font
(working files are included in the attached CD) Font is a component of logotype and an integral part of corporate style. The font family used is Cronos Pro, including all its types from “light” to “bold”. All “italic” font types of this family are also used.
Fjeldstad & Partners | Fjeldstad & Partners
Cronos Pro Semibold / Cronos Pro Semibold Italic
ąabcčdeęėfghiįyjklmnoprsštuųūvzž 1234567890 ĄABCČDEĘĖFGHIĮYJKLMNOPRSŠTUŲŪVZŽ 1234567890
Fjeldstad & Partners | Fjeldstad & Partners
Cronos Pro Bold / Cronos Pro Bold Italic
17
Fjeldstad & Partners Visual Communication Guide
ąabcčdeęėfghiįyjklmnoprsštuųūvzž 1234567890 ĄABCČDEĘĖFGHIĮYJKLMNOPRSŠTUŲŪVZŽ 1234567890
18
Fjeldstad & Partners Visual Communication Guide
Business card Brand letterform Brand fax form Brand folders Brand envelopes E-mail pattern Microsoft® PowerPoint® patterns CD sticker, CD sleeve Newsletter pattern Seminar material patterns
Business card
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Size of the business card is 87x52 mm, direction – horizontal. Paper is white; moderate relief and water marks possible. Printing: four-colour offset (CMYK), two-colour offset (two Pantone® colours) or digital printing. Font: name, surname – Cronos Pro Semibbold / 9 pt., other information – Cronos Pro Light/Semibold / 7 pt. Recommended is two-colour offset printing.
Fjeldstad & Partners Visual Communication Guide
19
Brand letterform
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Paper is white, matt, A4 format (210x297), printing: two-colour offset. Recommendations for paper: It is advised to use white paper of cooler tones; moderate relief and water marks possible. Corporate information font: Cronos Pro Semibold / Light / 7 pt.
20
Fjeldstad & Partners Visual Communication Guide
Brand fax form
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Paper is white, matt, A4 format (210x297), printing: two-colour offset. Recommendations for paper: It is advised to use white paper of cooler tones; moderate relief and water marks possible. Corporate information font: Cronos Pro Semibold / Light / 7 pt.
21
Fjeldstad & Partners Visual Communication Guide
Brand folder Official
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Printing: two-colour offset. Paper is white, moderate relief possible. Font: Cronos Pro Semibold / Light / 9 pt.
22
Fjeldstad & Partners Visual Communication Guide
Brand folder Occasional – promotional
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Printing: four-colour offset. Paper is white, moderate relief possible. Font: Cronos Pro Semibold / Light / 9 pt.
23
Fjeldstad & Partners Visual Communication Guide
Brand folder For seminars
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Printing: two-colour offset. Paper is white, moderate relief possible.
24
Fjeldstad & Partners Visual Communication Guide
Brand envelope Official
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Printing: two-colour offset. Paper is white, moderate relief possible. Font: Cronos Pro Semibold / Light / 7 pt.
25
Fjeldstad & Partners Visual Communication Guide
Brand envelope Occasional – promotional
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Printing: four-colour offset. Paper is white, moderate relief possible. Font: Cronos Pro Semibold / Light / 7 pt.
26
Fjeldstad & Partners Visual Communication Guide
E-mail pattern
(ai, eps and cdr format working files are included in the attached CD)
27
Fjeldstad & Partners Visual Communication Guide
Microsoft® PowerPoint® pattern (1)
(ppt format working files are included in the attached CD)
28
Fjeldstad & Partners Visual Communication Guide
Microsoft® PowerPoint® pattern (2)
(ppt format working files are included in the attached CD)
29
Fjeldstad & Partners Visual Communication Guide
CD sticker, CD sleeve
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD)
30
Fjeldstad & Partners Visual Communication Guide
1 2 3 4 5
News from Fjeldstad
Nowember 16, Thursday
Main header
Header 1
Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. gas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda.
Newsletter pattern
(doc format working file are included in the attached CD) Font usage: 1. 2. 3. 4. 5. 6. Cronos Pro Bold / 39 pt. / White Cronos Pro Bold / 14 pt. / White Cronos Pro Light / 33pt. / Light brown Cronos Pro Bold / 18 pt. / Dark brown Cronos Pro Light / 11 pt. / Black Cronos Pro Light / 33pt. / Dark brown
Header 1
Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody
Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us le-
1
6
31
Fjeldstad & Partners Visual Communication Guide
Header 2
1
I nvit ati o n
Seminar:
Seminar material Invitation pattern
(doc format working file are included in the attached CD) Font usage:
2
Creating a top performance business culture
Partners:
1. 2. 3. 4.
Cronos Pro Light / 38 pt. / White Cronos Pro Bold / 25 pt. / White Cronos Pro Bold / 18 pt. / Light brown Cronos Pro Light / 10 pt. / Black
3 4
Would you like to know how to:
We believe every successful manager would say YES!
And if you are already successful and want to succeed even more, then this seminar is for you. It gives you the opportunity to learn from someone who has build, refined and tested a unique model for achieving consistent success in a very competitive market in a world class business organization.
32
Fjeldstad & Partners Visual Communication Guide
• • • •
turn the lowest performing team into the best performing in just 12 months with the same people, the same products/services and the same market? create the highest percentage growth, in a market, where your products and services already have the highest penetration rate? make one country team outperform a neighbouring country with identical market 3 times? make one team 4 times more successful in selling the same key product than all the other teams in the company?
1 3 4 5
2
Seminar material Seminar material page pattern
(doc format working file are included in the attached CD) Font usage: 1. 2. 3. 4. 5. Cronos Pro Bold / 10 pt. / White Cronos Pro Light / 10 pt. / White Cronos Pro Bold / 25 pt. / Dark brown Cronos Pro Light / 25 pt. / Light brown Cronos Pro Light / 33 pt. / Dark brown
33
Fjeldstad & Partners Visual Communication Guide
1
2
Seminar material Speaker presentation pattern
(doc format working file are included in the attached CD) Font usage: 1. Cronos Pro Bold / 31 pt. / White 2. Cronos Pro Light / 12 pt. / Black
Fjeldstad & Partners Visual Communication Guide
34
1
2
3 4 5
Seminar material Agenda pattern
(doc format working file are included in the attached CD) Font usage: 1. 2. 3. 4. 5. Cronos Pro Light / 38 pt. / White Cronos Pro Bold / 25 pt. / White Cronos Pro Bold / 18 pt. / Dark brown Cronos Pro Light / 16 pt. / Light brown Cronos Pro Light/Bold / 10 pt. / Black
Fjeldstad & Partners Visual Communication Guide
35
1
2
Seminar material Registration form pattern
(doc format working file are included in the attached CD) 1. Cronos Pro Light / 38 pt. / White 2. Cronos Pro Bold / 25 pt. / White 3. Cronos Pro Light/Bold / 12 pt. / Black
3
36
Fjeldstad & Partners Visual Communication Guide
BRANDBOOK
Fjeldstad & Partners Visual Communication Guide
Table of content
Introduction .................................................................................................................................................. 2 Logotype concept....................................................................................................................................... 3 Logotype benchmark and structure ................................................................................................ 5 Directions for logotype use ................................................................................................................... 6 Colour identification concept ............................................................................................................. 7 Logotype colours (positive and negative)..................................................................................... 9 Logotype colours (monochromatic logotype image) ...........................................................10 Logotype colours (improper use) .....................................................................................................13 Logotype proportions .............................................................................................................................14 Logotype space zone ...............................................................................................................................15 Logotype minimal size ............................................................................................................................16 Brand font ......................................................................................................................................................17 Business card ................................................................................................................................................19 Brand letterform ........................................................................................................................................20 Brand ffax form ...........................................................................................................................................21 Brand folder (official) ..............................................................................................................................22 Brand folder (occasional–promotional) .......................................................................................23 Brand folder (for seminars) ..................................................................................................................24 Brand envelope (official) .......................................................................................................................25 Brand envelope (occasional–promotional) ................................................................................26 E-mail pattern ..............................................................................................................................................27 Microsoft® PowerPoint® pattern ........................................................................................................28 CD sticker, CD sleeve................................................................................................................................30 Seminar material (invitation pattern) ............................................................................................32 Seminar material (seminar material page pattern) .................................................................33 Seminar material (speaker presentation pattern) ...................................................................34 Seminar material (agenda pattern)..................................................................................................35 Seminar material (registration form pattern) ............................................................................36
Fjeldstad & Partners Visual Communication Guide
Newsletter pattern ....................................................................................................................................31
1
Introduction
An integral brand style is the face of a strong and consistent company. It ensures corporate uniqueness and identification and directly influences consumer’s emotional attitude towards a particular company. Therefore the corporate visual style has to be thoroughly defined, and uniform rules have to be followed by every employee working in relation to it. The purpose of this Guide is to define rules on how to adequately and consistently form the corporate visual style of Fjeldstad & Partners. Following them, we shall maintain integrity of the corporate visual style and clearly set out our position. This Guide includes our prepared review of corporate vision and brand concept. It will also introduce you with the elements shaping visual style and the examples of their practical application. The rules defined below are compulsory in respect of everything that is being communicated under the name of Fjeldstad & Partners.
2
Fjeldstad & Partners Visual Communication Guide
Logotype concept
A brand is the most important part of the corporate style. Its registration, use and legal protection are regulated by the laws on brands of goods and services. A brand is a symbolic image of composition designating a particular enterprise or its product. When the brand is sufficiently distinctive, customer’s consciousness identifies a commodity or service with their signifying brand. Fjeldstad & Partners corporate brand is the Fjeldstad & Partners logotype composed of an inscription Fjeldstad & Partners and a graphic symbol that includes monograms of capital letters F and P. The colour of a verbal code – inscription “Fjeldstad & Partners” – is dark brown, the colour of the graphic symbol is light brown. This graphical composition properly fulfils its function, and can not be erroneously identified with the brands of other goods and services or economic entities. The brand is easily applicable – it is clearly visible in any size due to an unsophisticated structure. It is visually simplex, laconic, not overladen. Therefore it can also be used both for outdoor and indoor advertisement.
Fjeldstad & Partners Visual Communication Guide
3
Logotype benchmark
4
Fjeldstad & Partners Visual Communication Guide
Graphic symbol
Logotype benchmark and structure
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Fjeldstad & Partners corporate logotype is composed of two elements: graphic symbol and company name. These two elements constitute an integral composition, and therefore the logotype must be used only in such arrangement. In exceptional cases (due to a limited advertisement space), only the name (Fjeldstad & Partners) can be used. However, if the name is used together with the symbol, they shouldn’t make any other composition than indicated here. The symbol can be used separately as a décor element or a water mark.
Company name
5
Fjeldstad & Partners Visual Communication Guide
Directions for logotype use
6
Fjeldstad & Partners Visual Communication Guide
Colour identification concept
Fjeldstad & Partners corporate logotype has two brand (identificational) colours: dark brown and light brown. Light brown is the dominant colour. In its meaning, it is the colour of concreteness and stability, the earth colour. Dark brown is the complimentary colour symbolizing richness and stability. For colour identification, various colour scales are used in different cases. RGB colour scale: RGB (R-red, G-green, B-blue) colour scale is used in computer programs. Colours of this scale are obtained by mixing primary colours. This scale is used to design products for internet, multimedia, etc. Brand colour codes in RGB scale: Light brown: R -157% | G -112% | B -70% | Dark brown: R - 90% | G - 52% | B - 24% | CMYK colour scale: CMYK (C-cyan, M-magenta, Y-yellow, K-black) colour scale is used in printing. It is a mix of paints combining three primary colours and black colour. All the other colours are obtained by mixing these colours. Brand colour codes in CMYK scale: Light brown: C -25% | M -45% | Y -65% | K -30% Dark brown: C -55% | M -70% | Y -90% | K -45% PANTONE® colour scale: PANTONE® colour scale is also used in printing. It is already mixed paint selected according to PANTONE® brand colour palette. This paint is practical because it can be used to cover bigger single-colour spaces or in order to exactly obtain colours in all the print copies.
Fjeldstad & Partners Visual Communication Guide
7
Colour identification concept
PANTONE® Coated scale is used for printing on glossy paper, whereas PANTONE® Uncoated scale is used for printing on matt paper. In certain cases, the colour code of both scales is the same, in other cases it is different as the same paint looks differently on different types of paper. The Fjeldstad & Partners corporate logotype PANTONE® colour codes for glossy and matt paper are different. Brand colour codes in PANTONE® Coated scale: Light brown: PANTONE® 4645 C Dark brown: PANTONE® 476 C Brand colour codes in PANTONE® Uncoated scale: Light brown: PANTONE® 4655 U Dark brown: PANTONE® 477 U Monochromatic version: In monochromatic (or black-and-white) logotype version, the equivalents of light brown and dark brown colours are black, dark brown and their percentage values. Other colours are not used. Black colour codes: In RGB scale – R 0%, G 0%, B 0% In CMYK scale – C 0%, M 0%, Y 0%, K 100% In PANTONE® scale – PANTONE® Process Black Coated, PANTONE® Process Black The logotype can be used as follows: Chromatic version – on white or other contrastingly light, smooth, single-colour background and on clear texture. It can not be used on mottled background or on background filled with graphic elements. Monochromatic version – on white background. Negative version is white logotype only on light brown and dark brown background.
8
Fjeldstad & Partners Visual Communication Guide
PANTONE® 4645 C / 4655 U 100% CMYK: 25 / 45 / 65 / 25 RGB: 173 / 124 / 78
PANTONE® 476 C / 477 U 100% CMYK: 55 / 70 / 90 / 45 RGB: 90 / 52 / 24
Logotype colours Positive and negative
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Two colours are used for the corporate Fjeldstad & Partners logotype: Light brown: PANTONE® 4645 C / 4655 U 100% CMYK: 25 / 45 / 65 / 20 RGB: 173 / 124 / 78 Dark brown: PANTONE® 476 C / 477 U 100% CMYK: 55 / 70 / 90 / 45 RGB: 90 / 52 / 24 The logotype is used only on white (positive) or dark brown (negative) background. Light brown colour of 70% intensity is used in the negative version. Both positive and negative versions of the logotype are equivalent. Their use is regulated by the same rules.
PANTONE® 4645 C / 4655 U 70% CMYK: 17 / 32 / 45 / 21 RGB: 185 / 150 / 118
9
Fjeldstad & Partners Visual Communication Guide
PANTONE® 476 C / 477 U 100% CMYK: 55 / 70 / 90 / 45 RGB: 90 / 52 / 24
Logotype colours Monochromatic logotype image
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Monochromatic logotype version is used for single-colour newspaper press and similar purposes. Both positive and negative versions of the logotype are equivalent. Their use is regulated by the same rules.
PANTONE® 476 C / 477 U 40% CMYK: 22 / 28 / 36 / 18 RGB: 182 / 160 / 140
PANTONE® 476 C / 477 U 100% CMYK: 55 / 70 / 90 / 45 RGB: 90 / 52 / 24
10
Fjeldstad & Partners Visual Communication Guide
Logotype colours Monochromatic logotype image
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Monochromatic logotype version is used for single-colour newspaper press, copied documents and similar purposes. Both positive and negative versions of the logotype are equivalent. Their use is regulated by the same rules.
PANTONE® process Black 40% CMYK: 0 / 0 / 0 / 40 RGB: 174 / 175 / 178
PANTONE® process Black 100% CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0
11
Fjeldstad & Partners Visual Communication Guide
Logotype colours Monochromatic logotype image (reproduction on hard surfaces)
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) This version of the logotype is designed only for the brand reproduction on hard surfaces – engraving, single-colour serigraphy, relief stamping, etc. The logotype is used only on white (positive) or dark brown (negative) background. This logotype version can not be used in printing and electronic communication.
PANTONE® 476 C / 477 U 100% CMYK: 55 / 70 / 90 / 45 RGB: 90 / 52 / 24
PANTONE® process Black 100% CMYK: 0 / 0 / 0 / 100 RGB: 0 / 0 / 0
12
Fjeldstad & Partners Visual Communication Guide
Logotype colours Improper use
Logotype colouring can be used only as defined in pages 11-12 of this Guide. All other use of logotype colouring is considered as improper.
13
Fjeldstad & Partners Visual Communication Guide
Logotype proportions
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) The brand is produced on geometric net. Measurements are indicated in conventional measures. Geometric net is an auxiliary tool meant for brand size change.
14
Fjeldstad & Partners Visual Communication Guide
Logotype space zone
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Logotype space zone determines the minimal distance between the logotype and other graphic elements. It is important to consider this zone during layout as it influences brand recognition and identification.
15
Fjeldstad & Partners Visual Communication Guide
Logotype minimal size
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) The minimal size of applied Fjeldstad & Partners corporate logotype is 14 mm in width.
14 mm
16
Fjeldstad & Partners Visual Communication Guide
Fjeldstad & Partners | Fjeldstad & Partners
Cronos Pro Light / Cronos Pro Light Italic
ąabcčdeęėfghiįyjklmnoprsštuųūvzž 1234567890 ĄABCČDEĘĖFGHIĮYJKLMNOPRSŠTUŲŪVZŽ 1234567890
Fjeldstad & Partners | Fjeldstad & Partners
Cronos Pro Regular / Cronos Pro Regular Italic
ąabcčdeęėfghiįyjklmnoprsštuųūvzž 1234567890 ĄABCČDEĘĖFGHIĮYJKLMNOPRSŠTUŲŪVZŽ 1234567890
Brand font
(working files are included in the attached CD) Font is a component of logotype and an integral part of corporate style. The font family used is Cronos Pro, including all its types from “light” to “bold”. All “italic” font types of this family are also used.
Fjeldstad & Partners | Fjeldstad & Partners
Cronos Pro Semibold / Cronos Pro Semibold Italic
ąabcčdeęėfghiįyjklmnoprsštuųūvzž 1234567890 ĄABCČDEĘĖFGHIĮYJKLMNOPRSŠTUŲŪVZŽ 1234567890
Fjeldstad & Partners | Fjeldstad & Partners
Cronos Pro Bold / Cronos Pro Bold Italic
17
Fjeldstad & Partners Visual Communication Guide
ąabcčdeęėfghiįyjklmnoprsštuųūvzž 1234567890 ĄABCČDEĘĖFGHIĮYJKLMNOPRSŠTUŲŪVZŽ 1234567890
18
Fjeldstad & Partners Visual Communication Guide
Business card Brand letterform Brand fax form Brand folders Brand envelopes E-mail pattern Microsoft® PowerPoint® patterns CD sticker, CD sleeve Newsletter pattern Seminar material patterns
Business card
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Size of the business card is 87x52 mm, direction – horizontal. Paper is white; moderate relief and water marks possible. Printing: four-colour offset (CMYK), two-colour offset (two Pantone® colours) or digital printing. Font: name, surname – Cronos Pro Semibbold / 9 pt., other information – Cronos Pro Light/Semibold / 7 pt. Recommended is two-colour offset printing.
Fjeldstad & Partners Visual Communication Guide
19
Brand letterform
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Paper is white, matt, A4 format (210x297), printing: two-colour offset. Recommendations for paper: It is advised to use white paper of cooler tones; moderate relief and water marks possible. Corporate information font: Cronos Pro Semibold / Light / 7 pt.
20
Fjeldstad & Partners Visual Communication Guide
Brand fax form
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Paper is white, matt, A4 format (210x297), printing: two-colour offset. Recommendations for paper: It is advised to use white paper of cooler tones; moderate relief and water marks possible. Corporate information font: Cronos Pro Semibold / Light / 7 pt.
21
Fjeldstad & Partners Visual Communication Guide
Brand folder Official
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Printing: two-colour offset. Paper is white, moderate relief possible. Font: Cronos Pro Semibold / Light / 9 pt.
22
Fjeldstad & Partners Visual Communication Guide
Brand folder Occasional – promotional
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Printing: four-colour offset. Paper is white, moderate relief possible. Font: Cronos Pro Semibold / Light / 9 pt.
23
Fjeldstad & Partners Visual Communication Guide
Brand folder For seminars
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Printing: two-colour offset. Paper is white, moderate relief possible.
24
Fjeldstad & Partners Visual Communication Guide
Brand envelope Official
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Printing: two-colour offset. Paper is white, moderate relief possible. Font: Cronos Pro Semibold / Light / 7 pt.
25
Fjeldstad & Partners Visual Communication Guide
Brand envelope Occasional – promotional
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD) Printing: four-colour offset. Paper is white, moderate relief possible. Font: Cronos Pro Semibold / Light / 7 pt.
26
Fjeldstad & Partners Visual Communication Guide
E-mail pattern
(ai, eps and cdr format working files are included in the attached CD)
27
Fjeldstad & Partners Visual Communication Guide
Microsoft® PowerPoint® pattern (1)
(ppt format working files are included in the attached CD)
28
Fjeldstad & Partners Visual Communication Guide
Microsoft® PowerPoint® pattern (2)
(ppt format working files are included in the attached CD)
29
Fjeldstad & Partners Visual Communication Guide
CD sticker, CD sleeve
(ai, eps, cdr, pdf and jpg format working files are included in the attached CD)
30
Fjeldstad & Partners Visual Communication Guide
1 2 3 4 5
News from Fjeldstad
Nowember 16, Thursday
Main header
Header 1
Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. gas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda.
Newsletter pattern
(doc format working file are included in the attached CD) Font usage: 1. 2. 3. 4. 5. 6. Cronos Pro Bold / 39 pt. / White Cronos Pro Bold / 14 pt. / White Cronos Pro Light / 33pt. / Light brown Cronos Pro Bold / 18 pt. / Dark brown Cronos Pro Light / 11 pt. / Black Cronos Pro Light / 33pt. / Dark brown
Header 1
Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody
Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us legas zody ri upscay iegda. Ipsum dolorem sit fortata bary malek. Sapavaros teina lev us le-
1
6
31
Fjeldstad & Partners Visual Communication Guide
Header 2
1
I nvit ati o n
Seminar:
Seminar material Invitation pattern
(doc format working file are included in the attached CD) Font usage:
2
Creating a top performance business culture
Partners:
1. 2. 3. 4.
Cronos Pro Light / 38 pt. / White Cronos Pro Bold / 25 pt. / White Cronos Pro Bold / 18 pt. / Light brown Cronos Pro Light / 10 pt. / Black
3 4
Would you like to know how to:
We believe every successful manager would say YES!
And if you are already successful and want to succeed even more, then this seminar is for you. It gives you the opportunity to learn from someone who has build, refined and tested a unique model for achieving consistent success in a very competitive market in a world class business organization.
32
Fjeldstad & Partners Visual Communication Guide
• • • •
turn the lowest performing team into the best performing in just 12 months with the same people, the same products/services and the same market? create the highest percentage growth, in a market, where your products and services already have the highest penetration rate? make one country team outperform a neighbouring country with identical market 3 times? make one team 4 times more successful in selling the same key product than all the other teams in the company?
1 3 4 5
2
Seminar material Seminar material page pattern
(doc format working file are included in the attached CD) Font usage: 1. 2. 3. 4. 5. Cronos Pro Bold / 10 pt. / White Cronos Pro Light / 10 pt. / White Cronos Pro Bold / 25 pt. / Dark brown Cronos Pro Light / 25 pt. / Light brown Cronos Pro Light / 33 pt. / Dark brown
33
Fjeldstad & Partners Visual Communication Guide
1
2
Seminar material Speaker presentation pattern
(doc format working file are included in the attached CD) Font usage: 1. Cronos Pro Bold / 31 pt. / White 2. Cronos Pro Light / 12 pt. / Black
Fjeldstad & Partners Visual Communication Guide
34
1
2
3 4 5
Seminar material Agenda pattern
(doc format working file are included in the attached CD) Font usage: 1. 2. 3. 4. 5. Cronos Pro Light / 38 pt. / White Cronos Pro Bold / 25 pt. / White Cronos Pro Bold / 18 pt. / Dark brown Cronos Pro Light / 16 pt. / Light brown Cronos Pro Light/Bold / 10 pt. / Black
Fjeldstad & Partners Visual Communication Guide
35
1
2
Seminar material Registration form pattern
(doc format working file are included in the attached CD) 1. Cronos Pro Light / 38 pt. / White 2. Cronos Pro Bold / 25 pt. / White 3. Cronos Pro Light/Bold / 12 pt. / Black
3
36
Fjeldstad & Partners Visual Communication Guide
