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Sasken Brand Guidelines www.sasken.com Version 1.0 CONCEPT AND DESIGN BY MULTIMEDIA STUDIO LTD.

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  • SaskenBrand Guidelines

    www.sasken.com

    Version 1.0

    C O N C E P T A N D D E S I G N B Y M U L T I M E D I A S T U D I O L T D .

  • Introduction | Sasken Brand Guidelines

    Welcome to Sasken's Brand Guidelines.

    This is a reference tool that defines the individual elements that constitute our brand identity. It is designed to lend structure, clarity, and consistency to all of our communications, and is meant to simplify, but not restrict, the design process.

    There is no right way to use our Brand Guidelines document. You could choose to browse through it to get a sense of our identity

    Introduction

    and our values, study it to ensure that you generate appropriate design schemas, or refer to it when in doubt about a specific aspect of design or copy.

    Sasken's Brand Guidelines document is reflective of our company and how we perceive our role in the industry. Because ours is a constantly evolving business, these Brand Guidelines will always remain a work in progress.

  • Table of Contents | Sasken Brand Guidelines

    Table of Contents

    Basic Standards

    Application Standards

    Understanding Our Brand

    Brand Elements Brand Signature Color Palette

    Secondary Colors at the Base Brand Signature Usage

    Positioning of Signature Elements Positive Usages Reverse Usages Invalid Usages

    Typography Signature Type Corporate Type

    Co-branding Specifications Brand Signature Usage

    Stationery and Administrative Letterhead Continuation Sheet HR Letterhead Business Card

    India Office International Offices

    Email Signature Envelope - Small Envelope Large Fax Sheet Employee Badges Visitor Badges Notepad Photo Frame CD-ROM

    Small CD-ROM Small CD-ROM Jacket Standard CD-ROM Standard CD-ROM Jacket

    Desktop Wallpaper Screen Saver Signature

    Web Internet

    Homepage Inner Page

    Intranet Homepage Inner Page

    Web Color Palette Web Typography

    Sales and Marketing Collaterals Brochure Corporate Folder Product Brochure

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  • Table of Contents | Sasken Brand Guidelines

    Table of Contents

    PowerPoint Presentation

    Advertisements Newspaper Recruitment Advertisement Half Page Newspaper Recruitment Advertisement Full Page Magazine Recruitment Advertisement Full Page Magazine Product Advertisement Full Page

    Outdoor Banner

    With Image Without Image

    Car Graphics Sasken-Owned Vehicles Car Stickers

    Documentation

    PR / IR Communication News Release Format

    Design System Overlaying Concept Concept Rationale Grid System Headlines Body Copy

    Imagery Conceptual / Metaphorical Pattern / Texture People Service / Solution / Industry Facility / Infrastructure

    Tone of Voice Copywriting Standards Copywriting for the Web

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    Special Guidelines

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  • Basic Standards - Understanding Our Brand | Sasken Brand Guidelines

    Basic StandardsUnderstanding Our Brand

  • Understanding Our Brand | Sasken Brand Guidelines

    Need For a BrandA brand is a valuable corporate asset that allows us to differentiate ourselves from the competition and create a connection with our customers and partners. It represents our identity and expresses the way we wish to be perceived by our customers.

    A well - defined and effectively expressed brand creates demand, helps retain customers, and provides a framework within which to conduct business.

    That's why we view our brand as an integral component of our marketing efforts. It is a promise we make to our customers, our partners, and ourselves.

    In order to fulfill this promise, our brand must be expressed consistently across all forms of internal and external communications.

    Why a Revitalized BrandAs a company, Sasken has evolved and matured. We felt the need to revitalize our brand in order to more accurately reflect our current values and personality. Our brand as expressed in this document forms a cohesive system that puts a distinctive face to the Sasken name.

    Through this fresh brand outlook, we hope to gain enhanced credibility and a clear differentiation for our solutions in a crowded market environment. We aim to use relevant messaging, design application standards, and a consistent tone of voice to achieve a focused expression of our brand.

    22

    Our BrandSasken is an approachable, knowledge-driven company that values transparency and provides comprehensive solutions that help customers achieve their business goals. Our brand is reflective of who we are.

    We have chosen the concept of tessellations to encapsulate our brand and all that it stands for.

    Tessellations are seamless, multi-dimensional patterns formed by arranging smaller individual components. The geometric meaning of the word tessellate is "to cover a plane with a pattern in such a way as to leave no region uncovered". Tessellations can be extended continuously and can be viewed from multiple perspectives.

    We use Tessellations to represent our ability to offer complete solutions to our customers. Tessellations visually communicate our comprehensive capabilities in the telecom space.

    Understanding Our Brand

  • Basic Standards - Brand Elements | Sasken Brand Guidelines

    Basic StandardsBrand Elements

  • Brand Signature | Sasken Brand Guidelines

    The Sasken Brand Signature consists of two individual units: The Signature Type and the Intertwined Hexagon Symbol. Together, these elements define the complete form of Saskens Brand Identifier.

    Our Brand Identifier is our signature and our soul. It represents everything we are and everything we aspire to be. Altering the

    logo in any way dilutes our identity and deprives us of an opportunity to stand out in the competitive economy.

    Used correctly, as described on the following pages, our logo accrues meaning and power. Be sure to use it as it is meant to be used with care and responsibility.

    4

    Clear-space RequirementsAllow a clean visual separation between the logo and all other elements.

    When it is not possible to use PANTONE colors, use the 4-color process build equivalents suggested in the

    Whenever possible use PANTONE colors to accurately reproduce the color palette.

    color palette referenced on page 5.

    Brand Signature

  • Color Palette | Sasken Brand Guidelines

    The Sasken Color Palette consists of Sasken Blue and Sasken Red, six secondary colors, and four neutral accents. Sasken Blue and Sasken Red are our are primary colors for all generic corporate marketing material.

    These colors represent our spirit and help define our image in the technology arena. Use them generously on primary or high-visibility corporate communication pieces, and as a strong branding element in secondary and tertiary material.

    5

    Primary ColorsUse Sasken Blue and Sasken Red as the primary colors for all marketing materials.

    Secondary ColorsThe secondary Color Palette has been developed to add sophistication and versatility to the Sasken brand. Black and white are used in conjunction with the Color Palette.

    Black is used primarily for text, while white is used as as a design element to offset the bold nature of the primary and secondary colors.

    Neutral Accent ColorsThe Color Palette also includes a range of four neutral accent colors. These colors may be used in all types of material. However, these colors are only intended to be used as accents when it makes good design sense.

    Whenever possible use PANTONE colors to accurately reproduce the color palette. When it is not possible to use PANTONE colors,use the 4-color process build equivalents.

    The CMYK builds listed are CLOSE APPROXIMATIONS to the PANTONE colors.

    UNCOATED PANTONE color values.

    Web colors are addressed on page 45.

    Consult current PANTONE Publications for accurate color. PANTONE is the property of Pantone, Inc.

    The colors shown on this page and throughout these Guidelines have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards.

    All print materials should be printed on uncoated paper stock. Only use the coated colors for materials that are being printed on vinyl or similar coated materials, such as trade show banners.

    However, for all printed materials, match your color on press to the appropriate

    Color Palette

    Primary Colors

    SASKEN BLUEPANTONE 2935 U=Uncoated PANTONE 2935 C=CoatedC:100 M:46 Y:0 K:0

    SASKEN REDPANTONE 1795 U=UncoatedPANTONE 1795 C=CoatedC:0 M:94 Y:100 K:0

    SASKEN SKY BLUEPANTONE 2925 U=UncoatedPANTONE 2925 C=CoatedC:85 M:24 Y:0 K:0

    SASKEN LIGHT BLUEPANTONE 2905 U=UncoatedPANTONE 2905 C=CoatedC:41 M:2 Y:0 K:0

    SASKEN YELLOWPANTONE 7406 U=UncoatedPANTONE 7406 C=CoatedC:0 M:18 Y:100 K:0

    SASKEN ORANGEPANTONE 7408 U=UncoatedPANTONE 7408 C=CoatedC:0 M:25 Y:95 K:0

    SASKEN DARK GREENPANTONE 582 U=UncoatedPANTONE 582 C=CoatedC:13 M:0 Y:100 K:46

    SASKEN LIGHT GREENPANTONE 583 U=UncoatedPANTONE 583 C=CoatedC:23 M:0 Y:100 K:17

    Secondary Colors

    SASKEN GRAY 1PANTONE 433 U=UncoatedPANTONE 433 C=CoatedC:33 M:3 Y:0 K:95

    SASKEN GRAY 3PANTONE 427 U=UncoatedPANTONE 427 C=CoatedC:0 M:0 Y:0 K:11

    SASKEN GRAY 2PANTONE 430 U=UncoatedPANTONE 430 C=CoatedC:5 M:0 Y:0 K:45

    SASKEN BLACKPANTONE BLACK U=UncoatedPANTONE BLACK C=CoatedC:0 M:0 Y:0 K:100

    Neutral Accent Colors

  • Color Palette - Secondary Colors at the Base Band | Sasken Brand Guidelines

    A Color Banding System has been developed to enhance the Sasken brand using the secondary color palette.

    The Color Banding System may be used at both the corporate level as well as for category-specific applications. The System is composed of a single Color Banding palette.

    Use the Color Banding System in conjunction with Sasken Blue and Sasken Red and never on its own.

    The Color Banding System should always be aligned to the edges or base of media. It should be justified on both ends, flush on either the left or the right, top or the bottom and should meet grid rules. DO NOT combine different colors from the color palette to create a new Color Banding System.

    6

    Color PaletteSecondary Colors at the Base Band

    Each

    ban

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    Each band 2.0 mm

    Each band width 4 pixels

    equal space equal space

    Color Banding System to be used in print collaterals

    Color Banding System to be used in Web site Color Banding System to be used in advertisements

  • Brand Signature Usage - Positioning of Signature Elements | Sasken Brand Guidelines 7

    The Sasken Brand Signature consists of two units:1 The Signature Type 2 The Intertwined Hexagon Symbols

    Together, these elements define the complete form of Saskens Brand Identifier.

    Clear-space RequirementsAllow a clean visual separation between the logo and all other elements.The height of "x" and parts thereof represents the clear-space requirement around the logo. This space is flat and unpatterned, free of other design elements.

    Color Usage ApplicationsThe logo is in Sasken Blue and Sasken Red.Whenever possible use PANTONE colors to accurately reproduce the Color Palette. When it is not possible to use PANTONE colors, use the 4-color process build equivalents.

    For Sasken Blue and Sasken Red, see Color Palette referenced on page 5.

    Our Brand Identifier is our signature and our soul. It represents everything we are and everything we aspire to be. Altering thelogo in any way dilutes our identity and deprives us of an opportunity to stand out in the competitive economy.

    Used correctly, as described on the following pages, our logo accrues meaning and power. Be sure to use it as it is meant to be used with care and responsibility.

    Brand Signature UsagePositioning of Signature Elements

  • Brand Signature Usage - Positive Usages | Sasken Brand Guidelines 8

    Brand Signature UsagePositive Usages

    The Sasken Brand Signature represented on this page forms the complete and final unit that defines the total form of the Sasken logo. This is the unit to be applied for positive usages in all corporate materials.

    Altering the logo in any way dilutes our identity and deprives us of an opportunity to stand out in the competitive economy. Used correctly, as described on the following pages, our logo accrues meaning and power. Be sure to use it as it is meant to be used with care and responsibility.

  • Brand Signature Usage - Reverse Usages | Sasken Brand Guidelines 9

    Brand Signature UsageReverse Usages

    The Sasken Brand Signature represented on this page forms the complete and final unit that defines the total form of the Sasken logo. This is the unit to be applied for reverse usages.

    This unit is to be applied or used only on specific collaterals with permission from the Sasken Brand Management Team.

  • Brand Signature Usage - Invalid Usages | Sasken Brand Guidelines 10

    Brand Signature UsageInvalid Usages

    1 Do not use tag lines, punch lines, or base lines with the Brand Identifier

    2 Do not use outlines with the signature type nor with the symbol, nor with both elements

    3 Do not use any other colors or shades

    4 Do not use the symbol alone

    5 Do not use the signature type alone

    6 Do not displace or discolor the symbol

    7 Do not use the wrong signature type or the wrong color for the signature type

    8 Do not use any kind of enclosures or graphic elements that are visually attached to the Brand Identifier.

    9 Do not use the signature type as a watermark

    10 Do not create new marks using any or all elements of the Brand Identifier

  • Typography - Signature Type | Sasken Brand Guidelines 11

    TypographySignature Type

    OCR A Extended

    ABCDEFGHIJKLMNOPQRSTUVWXYZAbcdefghijklmnopqrstuvwxyz1234567890

    The signature typeface of the Sasken Brand Identifier is OCR A Extended Regular.

    This typeface has been chosen for its technology characteristics that effectively bring out Saskens drive and attitude.

    OCR A ExtendedThe font family includes only one weight OCR A Extended Regular

    NOTE: Do not re-create the signature in the Brand Identifier using OCR A Extended.

  • Typography - Corporate Type | Sasken Brand Guidelines

    Two corporate typeface families have been chosen for use with the Sasken Brand Identifier: Myriad and Trebuchet MS. Myriad is the only typeface that should be used in all printed corporate material.Myriad has been selected because it implies confidence and because of the legibility of its letterforms. The typeface scales well and reads easily in digital media-based applications. It is easy to

    read, aesthetically pleasing with the logo, and is readily available in various weights and styles. The current set of print collaterals carry and have been designed using various weights of Myriad.

    For Trebuchet MS see Web Typography referenced on page 46.

    12

    TypographyCorporate Type

    Myriad Roman

    ABCDEFGHIJKLMNOPQRSTUVWXYZAbcdefghijklmnopqrstuvwxyz1234567890

    Myriad Roman Bold

    ABCDEFGHIJKLMNOPQRSTUVWXYZAbcdefghijklmnopqrstuvwxyz1234567890

    Myriad Roman Italic

    ABCDEFGHIJKLMNOPQRSTUVWXYZAbcdefghijklmnopqrstuvwxyz1234567890

    Myriad Roman Bold Italic

    ABCDEFGHIJKLMNOPQRSTUVWXYZAbcdefghijklmnopqrstuvwxyz1234567890

    MyriadThe font family includes Roman, italic, bold, and bold italic typefaces.

    Myriad should be used for all body copy and headlines. The bold typeface may be used for emphasis.

    Do NOT vertically or horizontally scale the letterforms.

  • Co-Branding Specifications - Brand Signature Usage | Sasken Brand Guidelines 13

    Co-Branding SpecificationsBrand Signature Usage

    Co-branded partnerships refer to Sasken and its partners sharing visibility in a campaign, theme, or product promotion. In such cases, weightage may either be partner-focused or Sasken-focused.

    The Sasken Co-Branding Specifications utilize a simple structure that incorporates partner logo arrangements. This format helps to support and extend Sasken's brand into additional print and

    electronic media in collaboration with our partners. It helps us build consumer confidence with a broadbased extension of brand recognition.

    In collaterals that require co-branding, use the positive usage format of the Sasken Brand Identifier Place partner logotypes or brand marks using the following parameters:

    referenced on page 8.

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    Sasken-focused co-branding1 Place the partner logo to the right of the Sasken Brand Identifier on the same baseline separated by physical space.

    2 To the right of the Sasken Brand Identifier on the same baseline separated by a vertical rule that equals the height of the clear space of the Sasken Brand Identifier and placed outside the clear space area. For the Sasken Brand Identifier refer reproduction files provided on CD-ROM

    To be applied in all PR/IR Communication formats referenced on page 71.

    Partner-focused co-branding1 Place the partner logo to the left of the Sasken Brand Identifier on the same baseline separated by physical space.

    2 Place the partner logo to the left of the Sasken Brand Identifier on the same baseline separated by a vertical rule that equals the height of the clear space area of the Sasken Brand Identifier.

    To be applied in all PR/IR Communication formats referenced on page 71.

    To be applied in employee badges referenced on page 24.

  • www.sasken.com

    Version 1.0 | Sasken Brand Guidelines

    For a complete version of this document contact the Sasken Communications Team at [email protected]

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