brand usage unicredit

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Unicredit, guidelines, manuale d'uso

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  • B R A N D B O O K

  • C O N T E N T S

    BRAND USAGE 01

    FONT USAGE 12

  • T H E D E T A I L S A SDISTINCTIVE ELEMENT

    The logo shows dynamism, trustworthiness and globality represented by the red sphere. Strength and leadership are displayed through the white number 1 inside.Its study and realization are based on new, unique and distinctive elements such as lettering.To maintain the exclusivity of the logo, the use of PRYOR font is admitted only for the construction of UniCredit brands.

  • B R A N D U S A G E

    The logo 01The brand/Declinations 03The brand/Tolerances 04The brand/Applications 05Colours 10

  • 01BRAND USAGETHE LOGO

    The logo (P1) is shown in the 4-colour version, which is the base logo

    In special cases (e.g. securities and stationery), in order to reduce time and costs, it is also possible to print the logo in two colours (Pantone 485 C and black)

    The stylised version in outline (P2), is to be regarded as natural extension of the base logo

    P1 | BASE LOGO - 4 COLOURS

    P2 | OUTLINE VARIANTS OF THE BASE LOGO

  • 02BRAND USAGETHE LOGO

    P1. 3D base logo, 4-colours or 2-colours (Pantone 485 C and black), to be used for all colour applications

    P2. 3D base logo, greyscale, positive, to be used for all applications in black-and-white

    P3. 2D outline logo (Pantone 485 C)

    P4. 2D outline logo, positive, to be used in special applications (e.g. gold, silver, etc.)

    BASE LOGO | 3D

    BASE LOGO | 2D

    P1. P2.

    P3. P4.

  • 03BRAND USAGETHE BRAND

    The brand composed of logo and logotype, is realised by developing an exclusive lettering; therefore, use of original digital files is recommended

    Besides, the final construction of the brand follows the principles of optic balance expressed by: weight of logo in relation to logotype; line spacing

    For better legibility of the brand, the use of the illustrated grid, avoiding the insertion of any elements not being part of the brand, is recommended

    DECLINATIONS | 3D BRAND

    DECLINATIONS | 2D BRAND

    DECLINATIONS | 2D BRAND

  • 04BRAND USAGETHE BRAND

    The UniCredit brand consists of two elements: the logo and the logotype (UniCredit)

    A1. and B1. They show the smallest reduction obtainable to ensure legibility of the brand (3D brand)Use of the brand in 4-colours or 2-colours (Pantone 485 C and black) and greyscale in a size smaller than the one shown is not recommended

    C1.Shows the recommended minimum size to ensure legibility of the brand in outline (2D brand)

    TOLERANCES | 4 COLOURS

    6mm

    TOLERANCES | GREYSCALE

    TOLERANCES | OUTLINE 2 COLOURS

    5mm

    A1.

    B1.

    C1.

    6mm

  • 05BRAND USAGETHE BRAND

    POSITIVE/NEGATIVE TREATMENT OF THE BRAND

    1. 3D brand, 4-colours or 2-colours (Pantone 485 C and black), positive

    2. 3D brand, greyscale, positive

    3. 2D outline brand, 2-colours, positive

    4. 2D outline brand, monochrome, positive (red, white, silver, gold)

    1a. 3D brand, 4-colours or 2-colours (Pantone 485 C and black), negative

    2a. 3D brand, greyscale, negative

    3a. 2D brand, outline brand, 2-colours, negative

    4a. 2D brand, outline brand, monochrome, negative (everything which is black in the example shown, in the various applications will be the colour of the background)

    APPLICATIONS | 3D BRAND

    1. 1a.

    2. 2a.

    3. 3a.

    4. 4a.

    APPLICATIONS | 2D BRAND

  • 06BRAND USAGETHE BRAND

    TREATMENT OF THE BRAND/LOGO wITH HALO

    1. 3D brand, 4-colours or 2-colours (Pantone 485 C and black), positive

    1a. 3D brand, 4-colours or 2-colours (Pantone 485 C and black) with halo on a low contrast

    background

    2. 3D brand, greyscale, positive

    2a/2b. 3D brand, greyscale with halo on a low contrast background

    APPLICATIONS | 3D BRAND

    1. 1a.

    2.

    2a.

    2b.

  • 07BRAND USAGEAPPLICATIONS

    For the correct application of the brand, it is advisable to use contrasting colour codes between the brand and the background on which it is placed

    In order to achieve it, either brands with positive logotype (light backgrounds) or negative ones (dark backgrounds) can be used

    ExAmPLES | APPLICATION OF THE BRAND ON BACKGROUNDS

  • 08BRAND USAGEAPPLICATIONS

    In general, the use of tone-on-tone background with the base logo is not recommendedIn those cases in which tone over tone is necessary, the logo has to be used as shown in the example

    TONE-ON-TONE uSE Of BRAND | SATURATION LESS THAN 50%

    TONE-ON-TONE uSE Of BRAND | SATURATION HIGHER THAN 50% AND UP TO 100%

  • 9BRAND USAGEAPPLICATIONS

    The examples below show how not to use the brand

    1. The brand must always keep the proportions shown in the previous pages

    2/3. The logo must not be moved from its original position

    4. A positive logotype must not be any colour other than black

    5. The brand must not be used slanted

    6. The brand must not be used on a tone-on-tone background except as in the examples shown on the previous page

    7/8. The brand must not be placed on a background which hampers its legibility

    9. The brand must not be enclosed within a further geometrical shape

    10. The brand may not be used in the presence of elements which do not respect the excluded areas as shown on the previous pages

    1. 6.

    2. 7.

    4. 9.

    5. 10.

    3. 8.

    Take care not to allow any elements to intrude on the excluded areas of the brand Take care not to allow any elements to intrude on the excluded areas of the brand

    Take care not to allow any elements to intrude on the excluded areas of the brand Take care not to allow any elements to intrude on the excluded areas of the brand

  • 10BRAND USAGECOLOuRS

    These are the colour codes used for the creation of UniCredits brands

    RED

    PANTONE | 485 COATED 485 UNCOATED

    CmYK | 0% 100% 100% 0%

    BLACK

    PANTONE | Process BLACK COATED Process BLACK UNCOATED

    CmYK | 0% 0% 0% 100%

  • F O N T U S A G E

    Identification of lettering 12

  • 12FONT USAGEIDENTIfICATION Of LETTERING

    PRYOR MEDIUM The font Pryor Medium is only used for the

    creation of UniCredits brands

    BRAND fONT | PRYOR

    PRYOR MEDIUM

    abcdefghi jklmnopqrstuvwxyzabcdeffghi i jklmmnnopqrstuvwxyz1234567890 , .? ;!%$&@

  • 13FONT USAGEIDENTIfICATION Of LETTERING

    DAX LIGHT - DAX REGULAR - DAX MEDIUM - DAX BOLD All stationery layouts (letterhead paper, business

    cards, envelopes, etc.) always use the primary font

    DAX REGULAR The Dax Regular is used also for the creation of

    descriptors and endorsements

    PRImARY fONT | DAX

    DAX LIGHT

    ABCDEFGHI jKLMNOPqRSTUVwXYzabcdefghi jk lmnopqrstuvwxyz1234567890 , . ? ; !%$&@

    DAX REGULAR

    ABCDEFGhi jklmNOPqRSTUvwxyzabcdefghi jk lmnopqrstuvwxyz1234567890 , .? ;!%$&@

    DAX MEDIUM

    ABCDEfGHIjKLmNOPqRSTuvwxYzabcdefghi jklmnopqrstuvwxyz1234567890 , .? ;!%$&@

    DAX BOLD

    abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890 , .?;!%$&@

  • 14FONT USAGEIDENTIfICATION Of LETTERING

    ARIAL The secondary font is used on electronic formats

    for letterhead, fax, memos, e-mails, PowerPoint presentations and the text of letters and communications

    SECONDARY fONT | ARIAL

    ARIAL REGULAR

    abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890 ,.?;!%$&@

    ARIAL ITALIC

    abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890 ,.?;!%$&@

    ARIAL BOLD

    abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890 ,.?;!%$&@

    ARIAL BOLD ITALIC

    abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890 ,.?;!%$&@

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