guidelines - nespresso usa | coffee & espresso machines · pdf filebeta ersion/1.100.0-2014...

of 21 /21
THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB Guidelines Chapter Two

Author: vandien

Post on 27-Mar-2018

217 views

Category:

Documents


3 download

Embed Size (px)

TRANSCRIPT

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 1

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    Guidelines

    Chapter Two

  • The Pictograms2.8

    The Pictograms2.8

    BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 2

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 3

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    2.8 Pictograms

    SUMMARY

    INTRODUCTION 4

    STANDARD PICTOGRAMS 5

    10

    CONSTRUCTION RULES

    SERVICES

    COFFEE

    MACHINES

    5

    7

    8

    9

    10

    12

    13

    14

    15

    17

    18

    19

    20

    21

    3D ECOSYSTEM

    CONSTRUCTION RULES

    3D PICTOGRAMS WITH TEXT

    3D PICTOGRAMS WITHOUT TEXT

    3D PICTOGRAMS GO/NO GO

    3D PICTOGRAMS VS. STANDARD PICTOGRAMS

    STANDARD SERVICE PICTOGRAMS

    MINIMUM SIZE FOR 3D AND STANDARD

    3D PICTOGRAMS ON COLOUR BACKGROUND

    APPLICATIONS

    3D PICTOGRAMS

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 4

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    INTRODUCTION

    STANDARD PICTOGRAMS 3D PICTOGRAMS

    2.8 Pictograms

    GENERAL TIPS

    Two kind of pictograms have been created; 3D

    and standard ones. The conditions of use for each

    group follows the guidelines presented below and

    require the approval of Nespresso International

    Brand Communication Team:

    [email protected]

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 5

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    STANDARD PICTOGRAMS CONSTRUCTION RULES

    BASE

    MINIMUM HEIGHTSTANDARD HEIGHT

    OVER HEIGHT

    MAXIMUM HEIGHT

    1_ CONSTRUCTIONThe Nespresso pictograms are constructed in proportion to

    each other. The grid above indicates these proportions.

    The Ristretto pictogram illustrated is the minimum size;

    the Recipes pictogram illustrated is the maximum height size.

    All pictograms have a standard thickness of line.

    The pictograms are illustrated here in their negative version

    (in white on a black background). A positive version (in black

    on a white background) exists for each picto.

    EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.

    RISTRETTO RECIPES

    2.8 Pictograms

    BASE

    MINIMUM HEIGHTSTANDARD HEIGHT

    OVER HEIGHT

    MAXIMUM HEIGHT

    5MM

    2_THICKNESSThe thickness of each pictograms is calculated proportionally

    to the thickness of the outline of the PHONE pictogram when it

    is at its minimum size, fixed at 5mm height.

    The thickness of this outline is 0,3 points.

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 6

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    STANDARD PICTOGRAMS CONSTRUCTION RULES

    2.8 Pictograms

    BASE

    MINIMUM HEIGHTSTANDARD HEIGHT

    OVER HEIGHT

    MAXIMUM HEIGHT

    RISTRETTO RECIPES

    BASE

    MINIMUM HEIGHTSTANDARD HEIGHT

    OVER HEIGHT

    MAXIMUM HEIGHT

    THE CREATION OF ADDITIONAL PICTOGRAMS IS ADMITTED, EACH NEW CREATION MUST BE VALIDATED BY THE NESPRESSO INTERNATIONAL BRAND COMMUNICATION TEAM.

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 7

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    STANDARD PICTOGRAMS RELATED TO SERVICES

    2.8 Pictograms

    In this page, an overview of the standard pictograms

    related to the Nespresso services.

    OUR SERVICES FAX CALL WE ARE HERE CONTACT

    AID ON LINE

    SATISFIED OR REIMBURSED

    DELIVERY FREE DELIVERY

    MACHINE RESELLERS

    ORDERSECURED PAYMENT

    VISIT NESPRESSOBOUTIQUES

    E_SHOPPING COLLECTION POINT

    NESPRESSOBOUTIQUE

    SHOPPING BASKET (EMPTY)

    SHOPPING BASKET (FULL)

    BOUTIQUEPICK-UP

    CUSTOMER CARE

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 8

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    RISTRETTO LUNGO CAF MILKRECIPES

    COFFEE INTENSITY

    ESPRESSO

    ESPRESSO& LUNGO

    ACCESSORIESCAPPUCINOPREPARATION

    GOURMANDISE

    COFFEES HOT WATERVOLUME CONTROL

    STANDARD PICTOGRAMSRELATED TO COFFEE

    2.8 Pictograms

    In this page, an overview of the standard pictograms

    related to the Nespresso coffee.

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 9

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    ENERGY EFFICIENT

    MACHINES

    AUTOMATIC POWER OFF

    CUP WARMING

    HIGH PRESSURE PUMP

    ENERGYCONSUMPTION

    CLASS

    AUTOMATIC OFF

    STANDARD PICTOGRAMSRELATED TO MACHINES

    2.8 Pictograms

    In this page, an overview of the standard pictograms

    related to the Nespresso machines system.

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 10

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    3D PICTOGRAMS ECOSYSTEM

    2.8 Services Pictograms

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 11

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    In a communication about recycling, please use the new

    recycling pictogram of 3D services pictograms even if it is

    related to Ecolobaoration.

    BEFORE AFTER

    3D PICTOGRAMS ECOSYSTEM

    2.8 Services Pictograms

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 12

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    3D PICTOGRAMSCONSTRUCTION RULES

    BASE OF THE NAME

    MINIMUM HEIGHT

    The Nespresso Services pictograms are constructed in relative

    proportion to one another.

    The grid above indicates how the pictograms have been drawn

    in relation to each other.

    EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE.THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.

    STANDARD HEIGHT

    2.8 Service Pictograms

    THE CREATION OF ADDITIONAL PICTOGRAMS IS ADMITTED, EACH NEW CREATION MUST BE VALIDATED BY THE NESPRESSO INTERNATIONAL BRAND COMMUNICATION TEAM.

    When the 3D clusters pictograms with the text are used,

    do ensure that the two lines around the text are present.

    When the 3D services pictograms with text are used, do ensure

    that one line above the text is present.

    IT IS A WAY TO DIFFERENTIATE THE CLUSTERS PICTOGRAMS FROM THE SERVICES PICTOGRAMS

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 13

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    1_ CONSTRUCTION The Unit of construction - identified as [U] - is based on the

    height between the two lines containing the text.

    [U] is the reference Unit for all pictograms contructions.

    Each pictogram is constructed as illustrated.

    The text typeface: Gotham Medium, 3,7 pt when U=3mm, 50pt

    letterspacing.

    2_ THE EXCLUSION ZONE An exclusion zone has been defined around the pictogram.

    Do make sure it is respected when using the pictograms.

    NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE.

    WHEN THE 3D CLUSTERS PICTOGRAMS WITH THE TEXT ARE USED, DO ENSURE THAT THE TWO LINES AROUND THE TEXT ARE PRESENT. WHEN THE 3D SERVICES PICTOGRAMS WITH TEXT ARE USED, DO ENSURE THAT ONE LINE ABOVE THE TEXT IS PRESENT.

    3_ EXCEPTION Language translation are allowed only for the pictograms defined

    as clusters: Services, Delivery, Customer Care, Recycling, Order.

    4_MINIMUM SIZE

    3D PICTOGRAMS WITH TEXT

    2.8 Service Pictograms

    3mm

    Minimum size:

    1 2mm 1 6 , 5mm

    Respiration zone

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 14

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    3D PICTOGRAMS WITHOUT TEXT

    2.8 Service Pictograms

    3mm

    1 2mm Minimum size :

    1_ USING THE RIGHT PICTOGRAMPictograms also exist without the text and the line. They can be

    used, for example, in a text block (see the example of the flyer

    on p.15).

    The name of the service associated with the pictogram must

    appear on the page, even if not included with the pictogram.

    2_ CONSTRUCTION The Unit of construction [U] serves as reference for all

    pictogram construction.

    Once the minimum size fixed for [U] is respected (3mm), each

    pictogram is constructed as follows.

    EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.

    3_ THE EXCLUSION ZONE An exclusion zone has been defined around the pictogram.

    Do make sure it is respected when using the pictograms.

    NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE.

    4_MINIMUM SIZE

  • BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 15

    THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

    3D PICTOGRAMS GO/NO GO

    D E L I V E R Y

    D E L I V E R Y

    D E L I V E R Y D E L I V E R YD E L I

    V E R Y

    NE PAS CHANGERLES PROPORTIONS

    NE PAS CHANGERLA PLACE DU NOM

    NE PAS CHANGERLA TYPOGRAPHIE

    NE PAS CHANGERLES COULE