brand guidelines key art - usage

Provided by: Marketing Services

Brand Guidelines Key Art - UsageRevised January 2012

©2012 International Paper Company. All rights reserved.January 2012

Brand Guidelines Key Art - UsageKey Art Page 1

Introduction

To represent the substance of International Paper in our brand communications, we have chosen to use the circle as a consistent graphic element. Its meaning is multi-faceted.

Literally: The circle shares the shape of the trees from which our products are made, the cores on which our paper is rolled, the wheels by which our products are shipped, and the globe around which we touch people’s lives.

Metaphorically: The circle represents the circle of sustainability (manufacturing and recycling), the principles of commitment (no beginning and no end), interdependence (every part equally important to the whole), precision (perfect symmetry) and strength.

Philosophically: In a circle, the whole is greater than the sum of the parts. In fact, once a circle is complete, there are no parts. A circle is both unending and complete at the same time.

The circle is a powerful iconic representation of International Paper’s brand idea. It should be used as a tool in communications materials to provide recognizable consistency while maintaining flexibility in style and use.

Partner Logo



What is the IP Key Art?

The International Paper circle key art is a component of the International Paper brand identity system. It is a design element used to decorate as well as to identify communications topics, including products, services, areas of focus and other subject matter.

It is not a logo. There is only one International Paper logo, and it is by no means replaced or sublimated by the circle key art. The circle key art is never used to represent the company or any one business group within the company. Rather, the circle key art is used to identify the subject of a given communications piece or the various topics discussed within the piece.

Don’t use it like a logo. As such, the circle key art should not be used as a signature/sign-off or as representation of the company or any business group within the company. Rather, the circle key art should be used as a decoration, ornamentation or identification element in brand design. The circle key art should never be used in place of the corporate logo, but as augmentation to communications that bear the International Paper logo.



The International Paper Circle

As a key graphic, the circle encompasses individual elements and aspects of International Paper. The circle can be any color and may appear solid, transparent or layered. Circles can also overlap or vary in size to create a visually pleasing design. The circle can be represented in a variety of ways, but certain elements should be maintained in all applications.

For more information regarding the use of the International Paper circle in brand design, please refer to the International Paper Brand Book (located on: IPNet/Business Tools/Brand Guidelines).

10” 1.45”



Key Art Application Options

Color Key artShown here are examples of the key art elements in color. Note that the icon/symbol is maintained in black while the color of the outer ring may change. This is the preferred application whenever full color printing or display capabilities are available.

Grayscale Key artShown here are examples of the key art elements in grayscale. This application is acceptable whenever color printing capabilities or ink colors are limited but screen tints are available. The preferred grayscale tint is 40% black, but other screen tints are acceptable when preferred for design or aesthetic reasons.

Black-and-White Key artShown here are examples of the key art elements in black. This application is acceptable whenever color printing and/or screen tint capabilities are limited, and in situations where a limited color palette is preferred for design or aesthetic reasons.



Key Art Color Palettes

The International Paper Global Brand Management System sets no limitations on color usage other than the color of the International Paper logo — which is always rendered in either black or white. There are no color limitations for the key art elements. Color to be determined by appropriateness to application, environment and culture.

Color palettes shown here are recommended uses of color based on appropriateness for the subjects represented in the initial array of key art elements with thought given to coordinating color subgroups and promoting an broad spectrum of colors across the branding system.

Print Color Palette The recommended uses of color for print applications are based on PANTONE colors, the standards for which are shown in the current edition of the PANTONE Color Formula Guide. PANTONE colors must be specified for correct color matching, and extra care should be taken to control the differences in printing equipment, technologies, inks, threads and paper (from coated to uncoated) to maintain correct and consistent color. When printing four-color simulation, color equivalents are listed below each swatch.

Electronic Color Palette The recommended uses of color for online and screen applications are based on Web-safe colors and are presented in RGB and hexadecimal format.

Note: xpedx blue is pms 661. Please refer the xpedx brand guidelines for more information.

PMS 3105c43 m0 y12 k0

r138 g212 b2238AD4DF

PMS 3115c63 m0 y18 k0

r71 g195 b21147C3D3

PMS 3125c83 m0 y21 k0

r0 g181 b20400B5CC

PMS 3135c100 m0 y16 k9

r0 g159 b194009FC2

PMS 3145c100 m0 y19 k23

r0 g141 b168008DA8

PMS 7459c72 m9 y9 k13

r18 g157 b192129DC0

PMS 7688c69 m19 y4 k0

r60 g165 b2133CA5D5

PMS 2925c85 m24 y0 k0

r0 g150 b2140096D6

PMS 3005c100 m34 y0 k2

r0 g129 b1980081C6

PMS 3015c100 m30 y0 k20

r0 g155 b1740073AE

PMS 661c100 m85 y17 k6

r0 g53 b146003592

PMS 320c100 m0 y31 k7

r0 g160 b17500A0AF

PMS 258c43 m76 y0 k0

r155 g91 b1659B5BA5

PMS 1615c0 m56 y100 k43

r156 g87 b89C5708

PMS 730c0 m38 y78 k29

r187 g129 b59BB813B

PMS 1805c0 m91 y100 k23

r191 g49 b26BF311A

PMS 1525c0 m58 y100 k10

r223 g122 b28DF7A1C

PMS 152c0 m51 y100 k0

r247 g146 b30F7921E

PMS 123c0 m24 y94 k0

r255 g196 b37FFC425

PMS 606c0 m4 y100 k12

r232 g207 b0E8CF00

PMS 397c10 m0 y100 k11

r213 g209 b14D5D10E

PMS 360c64 m0 y91 k0

r99 g188 b8463BC54

PMS 363c68 m0 y100 k24

r67 g149 b57439539

PMS 349c100 m0 y91 k42

r0 g112 b6000703C

Corporate Blues – Recommended for corporate, enterprise related Key Art icons.

xpedx – PMS 661



Correct Key Art Usage

As a key design element in our brand identity, the circle key art encompasses individual elements and aspects of International Paper. While the circle can be any color and can contain any icon to represent a variety of subjects, for consistency, certain aspects of the key art should be maintained in all applications:

Proportions/ScalingCircle-to-Center Size Ratio: The outer circle is 1.45” thick based on a circle with a 10” diameter. This measurement is standard. A simple formula is to take the diameter of the circle you are creating and divide that number by 6.9 to determine the thickness of the outer ring. For example: A circle with an overall diameter of 20” would have a ring 2.9” thick. (20 ÷ 6.9 = 2.9)

Minimum Size: ¼” in diameter measured from the outer edge of the outer circle.

Maximum Size: There are no limitations on size. Maximum size should be determined by application and environment.

Note: International Paper Marketing Services can provide an Adobe Illustrator (.ai) file that will maintain the appropriate dimensions of the key art circle when re-sized.

10” 1.45”

1/4”



Incorrect Key Art Usage

Using the Logo as Key Art: In keeping with the International Paper Global Brand Management System, never use the circle/tree symbol apart from the International Paper corporate logo.

Logo Placement: Do not place the International Paper logo within the circle under any circumstance. For other brands, please refer to their logo guideline.

Distortion: Do not horizontally or vertically stretch or distort the key art.

Size of Circles: Do not scale circles disproportionately. The ratio represented by the width guideline is standard.

Segmenting: Do not segment the circle into multiple parts or pieces.

Rotation: Never rotate the key art element at an angle.

Busy Backgrounds: Do not use the key art against a distracting background.

Dark Backgrounds: Do not use the key art against a dark background that makes the icon difficult to read.

Outlines: Do not create an outline version of the key art.

Icon-to-Circle Ratio: Never alter the icon-to-circle size relationship.



Application Examples

These examples demonstrate how the Key Art icons can be applied in a consistent yet flexible style.

Our Vision:

To be one of the most respected and successful

companies in the world.

Our Mission:

To improve the world, today and for generations

to come, by using renewable resources to make

products people depend on every day.

Our Values:

Leadership. We uphold the highest ethical standards. We keep our commitments and

we are accountable for all we do. We believe in diversity and inclusion, treating all

people with dignity and respect, and helping one another succeed.

Results. We are passionate about results. We set stretch objectives, we embrace

change, and we always consider what is best for the entire company. We are engaged

and aligned in our commitment to excellence for our customers and performance for

our shareowners.

Responsibility. We are committed to sustaining our world. We place the highest priority

on employee health and safety, and we ensure that every phase of our supply chain,

from procurement to manufacturing, distribution, sales and recycling, is carried out in

a safe and responsible manner.

At International Paper, we are proud of the

things we make, but the things we make

are not what make us. We understand that

the needs we are called to meet can and

will change. But the substance of IP—who

we are and how we do things—never will.

SAVANNAH MILL

IN THIS ISSUE: SAFETY STOP AND THINK • A SAFETY MESSAGE FROM BRETT DEJONG • PEOPLE NEWS • NEW CAFETERIA

NEWS EMPLOYEE RELIEF FUND • LEADER UPDATES • COINS FOR KIDS MESSAGE FROM JOHN FARACI • LIFE INFORMATION

SAFETY

Facility News June 2, 2012

EDITOR, SAMANTHA HOOD, X5702

Beta lorni cabelos hlipos aodt facto ipsover batus verus pitreilos tolorni cabelos hlipofacto ipyver batuus au reilosto trapeesmo belatay mvubo yaloren trape ayesmo yoau hliposal factotoum ipsov batus reiloyaloren.

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Cabelos hlipofacto ipyver.

Atsriaia yme placeat fayrcere paistpossim us, opast mnis voluptas assumenda est, omni aosts aur repelledus. Tempo verati el ribusato simplicatus.

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Brochure Covers

Brochure Interior

Newsletters

TEXARKANA MILL

IN THIS ISSUE: SAFETY STOP AND THINK • A SAFETY MESSAGE FROM BRETT DEJONG • PEOPLE NEWS • NEW CAFETERIA

NEWS EMPLOYEE RELIEF FUND • LEADER UPDATES • COINS FOR KIDS MESSAGE FROM JOHN FARACI • LIFE INFORMATION

SAFETY

Facility News June 2, 2012

EDITOR, SAMANTHA HOOD, X5702

Beta lorni cabelos hlipos aodt facto ipsover batus verus pitreilos tolorni cabelos hlipofacto ipyver batuus au reilosto trapeesmo belatay mvubo yaloren trape ayesmo yoau hliposal factotoum ipsov batus reiloyaloren.

Dupiditate naooion provident, similiq at sapsyunt in culpa qu belauti officia deserunt mollitia animi, idloaiy labaiartorum et audol orum fuga. Harum quidem rerum cilis estomos bellafet expedita distinctio. Nampat beaonat aosdtl veribero tempe, soluta apst atarn lorenobis est eligendi optio cumque nihil impe quo minus id quod opmax atsriaia yme placeat fayrcere paist possimus, opast mnis voluptas assumenda est, omni aosts aur repelledus. Nampat beaonat aosdtl veribero tempe, soluta apst atarn lorenobis est eligendi optio cumque nihil impe quo minus id quod opmax atsriaia yme placeat fayrcere paist possimus, opast mnis voluptas assumenda est, omni.

Cabelos hlipofacto ipyver.

Atsriaia yme placeat fayrcere paistpossim us, opast mnis voluptas assumenda est, omni aosts aur repelledus. Tempo verati el ribusato simplicatus.

Nampat beaonat aosdtlibero tempe, cum soluta tloapst atarn lorenobis est eligendi optio cumque nihil impe quo minus id quod opmax atsriaia yme lorenobis est eligendi optio cumque nihil impe quo minus id quod ifpo pmax atsriaia yme placeat fayrcere paist possimus, opast mnis voluptas assumenda est, omni aosts aurrepelledus.placeat fayrcere paist possimus, opast mnis verats bemairtag isot voluptas.

Repelledus. Tempo ribusatori autem quibusdam. Harum iot beaonat aosdtlibero lorenobis est eligendi optio cumque nihil impe quo minus id quod opmax atsriaia yme placeat fayrcere paist possimus, opast. Nampat beaonat aosdtl veribero tempe, soluta apst atarn lorenobis est eligendi optio cumque nihil impe quo minus id quod opmax atsriaia yme placeat.

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The Never-Ending Circle

A wide assortment of ready-to-use key art elements are available, representing a broad array of products, services, areas of focus and other subject matter. Special attention has been paid to keeping the symbols universal in appearance and general in nature so that they have multiple are varied uses across all International Paper businesses. Of course, this initial set of key art elements is by no means complete and it is expected that needs will arise for additional versions of they key art as the brand system is employed.

Official Key art ArtworkA full set of approved icons are available on IPNet/ Business Tools (IP employees only) or via Corporate Marketing Services (see contact info below).

Adding Additional Key art IconsIf circumstances require, additional key art elements may be developed to identify and support other subject matter, as well. To ensure consistency of style, it is preferred that new key art icons be developed with the involvement of International Paper Marketing Services. Legal review should be conducted to ensure free from restrictions (e.g. third-party intellective property).

Contact InformationFor help in developing additional keyart elements, please contact:Beth McKeithenMarketing Services901-419-7102 [email protected]

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