table of contents - fairway architectural railing solutions...table of contents 2. positioning 2.1...
TRANSCRIPT
BRAND STANDARDS GUIDE 2016
Table of Contents
2. Positioning
2.1 Unique Selling Proposition
3. Logo Structure
3.1 The Logo
3.2 Logotype
3.3 The Mark
4. Using the Logo
4.1 Primary Logo Colors
4.2 Black and White Variations
4.3 Sizing Up the Logo
4.4 Logo Clearances
5. Using the Mark
5.1 Stand Alone Mark
5.2 The Mark Color
5.3 Mark Color Variations
5.4 The Mark on Wearables
5.5 The Mark on Products
5.6 The Mark in Digital Media
5.7 The Mark in the Step and Repeat
5.8 Improper use of the Step and Repeat
5.9 Sizing Up the Mark
5.10 Mark Clearances
6. What Not to Do
6.1 How Not to Use the Logo
6.2 How Not to Use the Mark
7. Typography
7.1 Typefaces
7.2 Typefaces con.
8. Corporate ID Examples
8.1 Letterhead
8.2 Excel Header & Footer
8.3 Business Card
8.4 Envelope
8.5 Email Signature
8.6 Presentation Templates
8.7 Signs
8.8 Trucks
8.9 Packaging
8.10 Product Labels
9. To Receive Files
9.1 To Receive Files
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Fairway Architectural Railing Solutions engineers the smart, architecturally significant, and safe railing systems that make buildings beautifully sound. Smart. Architecturally Significant. Safe
Unique Selling Proposition 2.1
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
The Logo 3.1
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
The Logotype 3.2
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
The Mark 3.3
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
4.1
PANTONE® 641C
Cobalt Blue
CMYK 100 53 21 4 RGB 0 102 161 Hex #0066a1
PANTONE® 431C
Platinum Grey
CMYK 66 52 45 17 RGB 90 103 113 Hex #5a6771
The Logo Colors
Primary Logo Colors
When using the two-color logo, “Fairway” from the logotype and the mark must always be Cobalt Blue (Pantone® 641C); only the position line is Platinum Grey (Pantone® 431C). The hierarchy of color is set in stone. Reordering the hierarchy is prohibited.* When using logo colors make sure spot color is applied to pantones pre printing process.
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Black and White Variations 4.2
White Variation
When all white is used, all elements are to be inverted to white.
This form of the logo must be used against background colors light enough to hold sharp contrast.
Black Variation
When all black is used, all elements are to be set to 100% black.
This form of the logo must be used against background colors light enough to hold sharp contrast.
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Sizing Up the Logo 4.3
Maximum Logo Size
No maximum size limit. It can be as big as the project requires.
Minimum Logo Size
When scaling the logo down, do not go any lower than 2 inches in width. It is important the mark stays legible.
2 INCHES
NO MAXIMUM SIZE FOR LOGO
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Logo Clearance 4.4
The Logo Clearances
“Clearances” refers to the area around the logo that must remain free from graphics or text to ensure the logo is not disrupted. As the diagram shows, ½” is all it takes. .5 INCH
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Stand Alone Mark 5.1
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Using the Mark Independently
Permission to use the mark independently, granted. It can only be used independently in these four scenarios; when applied as a debossed stamp on product , on wearables, the step and repeat, and social media.
It is not acceptable to use the mark independently outside of these scenarios.
5.2
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
The Mark Color
Primary Mark Color
When using the mark independently, the primary color to use is Cobalt Blue (Pantone® 641C).* When using logo colors make sure spot color is applied topantones pre printing process.
PANTONE® 641C
Cobalt Blue
CMYK 100 53 21 4 RGB 0 102 161 Hex #0066a1
Mark Color Variations 5.3
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Black VariationWhen all black is used, all elements are to be set to 100% black.
White Variation When all white is used, all elements are to be inverted to white.
100% Black
100% Black PANTONE® 7547C
Pure White
100% Black
CMYK 0 0 0 100 RGB 0 0 0 Hex #000000
100% Black
CMYK 0 0 0 100 RGB 0 0 0 Hex #000000
Black Hematite
CMYK 84 72 57 70 RGB 21 29 41 Hex #151d29
Pure White
CMYK 0 0 0 0 RGB 255 255 255 Hex #ffffff
Black Hematite A tone on tone combination — used in the step and repeat — comprising of the mark in Pantone® Process Black and background color of Black Hematite (Pantone® 7547).
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
The Mark on Wearables 5.4
The Mark on Wearables
When used independently on wearables, the full logo lock up is to be used in close proximity. Diagram A for example; if the mark is used independently on the sleeve, then the full logo lock up should be used on the breast.
Color Coordination
Below are wearable colors and corresponding logo color combinations.
Cobalt Blue Wearable – 100% Black Mark and 100% Black Logo variations
Black Wearable – White Mark and White Logo variations. Primary One Color Mark and Primary Two-Color Logo
Heather Grey Wearable – 100% Black Mark and 100% Black Logo variations.
White Wearable – 100% Black Mark and 100% Black Logo variations; Primary One Color Mark and Primary Two-Color Logo (Diagram A)
Dark Grey Wearable - 100% Cobalt logo.
DIAGRAM A
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Mark on Product 5.5
The Mark as a Stamp on Product
When used as a stamp on product, as shown to the right, debossing the mark is strictly enforced.
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Mark in Digital Media 5.6
The Mark in Digital Media
It is approved to use just the mark when developing icons in digital media. This would include social media icons and website vzvz.
When developing any of these icons, use the mark in it’s Cobalt Blue form (Pantone® 641C) with Black Hematite (Pantone® 7547C) as the background.
The mark in its Cobalt Blue form (Pantone® 641C) on white is also acceptable.
LOREM IPSUM DOLOR SIT AMET ADIPSCING
Eleifend magna nec
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
The Mark in Step and Repeat 5.7
Using the Step and Repeat Properly
This is meant to be a graphic element/ pattern (Diagram A) used to provide depth on printed materials. When used tactfully, like on a page with little to no text (Diagram B), is when it works best.
If the logo is being used on top of the step and repeat (Diagram B) the mark is to be removed from the logo lock up.
DIAGRAM BDIAGRAM A
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec convallis leo eget posuere vestibulum. Sed pharetra gravida neque ut gravida. Etiam sollicitudin, libero et elementum dapibus, nisi lectus porttitor lectus, eget auctor purus arcu nec metus. Sed sit amet nibh vitae augue mattis posuere. Donec malesuada tempor suscipit. Aenean imperdiet vel nisi ut tempus. Quisque eu lorem euismod, blandit ipsum quis, pulvinar est. Curabitur aliquet a est et tincidunt. In sem eros, varius sed interdum eget, tincidunt in neque. In porttitor nisi quis turpis dictum aliquam. Integer rutrum quam in porttitor malesuada. Proin porttitor metus sed magna gravida, in posuere purus euismod. In congue odio a mi dapibus dapibus. Donec facilisis turpis quis erat cursus volutpat.
Nunc turpis nulla, ultricies at tempor eget, venenatis at ipsum. Aenean eleifend arcu at ipsum malesuada semper. Donec luctus gravida risus id viverra. Nunc id consequat neque. Pellen-tesque vel neque justo. Aliquam pellentesque luctus lorem, vitae semper velit porttitor quis. Donec cursus augue et nibh accumsan, aliquet blandit nunc volutpat. In nisi metus, dictum vel dui et, ullamcorper feugiat justo. Sed viverra, metus id volutpat pulvinar, massa enim faucibus magna, ac condimentum mauris nulla et purus. Nullam vehicula neque diam, vel feugiat justo euismod eget. Mauris ac ligula in velit viverra laoreet. Nullam posuere, erat sed ornare pharetra, nibh erat imperdiet dui, at mollis nibh nulla nec metus. Fusce eget aliquet lectus, vel varius quam. Sed vel metus ac mauris pharetra fermentum sed at lectus. Nam non ipsum vitae nisl aliquet pulvinar ac rutrum urna.
Nullam interdum lacus vel elit viverra suscipit. Nulla convallis nec mi vel consequat. Aliquam erat volutpat. Sed iaculis risus sed turpis eleifend, fringilla eleifend lorem iaculis. Etiam tris-tique est eu justo condimentum, non ornare massa ullamcorper. Integer mi magna, tempus eget ipsum ac, vestibulum sagittis augue. Aliquam consequat mi vitae augue posuere, a eleifend ligula feugiat. Curabitur vulputate malesuada ante, ac maximus est maximus quis. Nam nec tellus ultricies dolor ultricies rhoncus. Proin malesuada justo quis massa sagittis, vo-lutpat suscipit dui pharetra. Pellentesque vel consectetur dolor. Donec sit amet blandit odio. Nulla vitae pulvinar est.
LOREM IPSUM DOLOR SIT AMET ADIPSCING
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Improper Use of Step and Repeat 5.8
Improper Use of the Step and Repeat
Do not use on a page that contains a lot of information, i.e. an abundance of text (Diagram A), an abundance of imagery, or a mixture of the two.
DIAGRAM A
Sizing Up the Mark 5.9
Maximum Size
When increasing the size of the mark, there is no maximum size limit. It can be as big as the project requires.
Minimum Size
When scaling the mark down, do not go any lower than ~.20 inches in width. It is important the mark stays legible.
NO MAXIMUM SIZE FOR MARK
~.20 INCHES
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Mark Clearance 5.10
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
The Mark Clearances
As the diagram shows, when the mark is used independently, ½” inch clearance is required.
Nesting graphics or text below the middle arm of the F is prohibited.
.5 INCH
How Not to Use the Logo 6.1
DO NOT change relationship of mark and logotype
DO NOT reorder color hierarchy in any way
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
DO NOT box in logo DO NOT box logo in color
DO NOT place logo on an angle
DO NOT apply texture to logo
DO NOT distort logo in any way
DO NOT add drop shadows
DO NOT change color of logo
How Not to Use the Mark 6.2
DO NOT change relationship of mark and logotype
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
DO NOT contain mark within a shape or rule
DO NOT contain mark within a colored shape or rule
DO NOT apply texture to mark
DO NOT add drop shadowsDO NOT place the mark on an angle
DO NOT distort the mark in any wayDO NOT change color of mark outside of specified colors
Typefaces 7.1
What to Use
Interstate & Avenir Next are solid sans serif fonts, engineered for use in print, digital, and signage. They make for great headline and text fonts. Use Interstate for headlines, and use Avenir Next for text; subheads and body copy.
Both of these fonts have extensive families. In keeping with the straightforward and simple nature of the brand, the four families listed to the right are strictly enforced.
Please note, both of these fonts have loose letter spacing. With discretion, adjust tracking to -20 at the most.
INTERSTATE — LIGHT
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
INTERSTATE — REGULAR
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
AVENIR NEXT — REGULAR
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
AVENIR NEXT — ITALIC
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Typefaces con. 7.2
What to Use
Interstate & Avenir Next are solid san serif fonts, engineered for use in print, digital, and signage. They make for great headline and text fonts. Use Interstate for headlines, and use Avenir Next for text; subheads and body copy.
Both of these fonts have extensive families. In keeping with the straightforward and simple nature of the brand, the four families listed to the right are strictly enforced.
Please note, both of these fonts have loose letter spacing. With discretion, adjust tracking to -20 at the most.
AVENIR NEXT — MEDIUM
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
AVENIR — DEMI-BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
AVENIR — DEMI-BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
AVENIR NEXT — MEDIUM ITALIC
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Letterhead 8.1
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Letterhead Example
Diagram A shows corporate letterhead in use. Header to include logo. Footer to include Mount Joy address.
Diagram B shows manufacturing letterhead in use. Header to include logo. Footer to include Pennsylvania, Nebraska, and New Jersey facility addresses.
DIAGRAM BDIAGRAM A
P.O. Box 37 Mount Joy, PA 17552
Phone: 1-‐800-‐598-‐5245 fairwayrailing.com
Pennsylvania Nebraska New Jersey P.O. Box 37 1914 South Grant Ave. 2075 E. State St. Ext.
Mount Joy, PA 17552 York, NE 68467 Trenton, NJ 08619 Phone: 1-‐800-‐598-‐5245 Phone: 402-‐362-‐3807 Phone: 609-‐890-‐6600
fairwayrailing.com
Excel Sheet 8.2
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Excel Header Example
Header and footer for excel sheets in use. Header to include logo. Footer to include Mount Joy address, phone number and website.
P.O. Box 37, Mount Joy, PA 17552 | P 1-‐800-‐598-‐5245 | fairwayrailing.com
Business Card 8.3
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Michelle RidingerMARKETING PROGRAM MANAGER
53 Eby Chiques RdP.O. Box 37
Mount Joy, PA 17552
P 717-928-4703E [email protected]
fairwayrailing.com
FRONT BACK
Business Card Example
Business card in use.
Envelope 8.4
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
P.O. Box 37
Mount Joy, PA 17552
Envelope Example
Front and back of envelope in use. Front of the envelope houses the logo in the top left. The Mount Joy address is on the back flap, in the middle.
FRONT
BACK
Email Signature 8.5
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Hi Kevin,
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce sit amet commodo nunc. Phasellus rutrum ultricies mauris sed consectetur. Praesent facilisis quis elit eu elementum. Aliquam suscipit blandit blandit. Nullam in justo nibh. Fusce at ante condimentum, molestie quam et, lacinia velit.
Michelle Ridinger MARKETING PROGRAM MANAGER
Phone: 717-928-4703 Email: [email protected] 53 Eby Chiques RdP.O. Box 37Mount Joy, PA 17552 fairwayrailing.com
This email may contain privileged and confidential information and is solely for the use of the sender's intended recipient(s). If you received this email in error, please notify the sender by reply email and delete all copies and attachments. Thank you.
Email Signature Example
Email signature in use. Comprised of live text and JPG of logo. Live text uses Calibri- a decent alternative to Interstate.
Presentation Template 8.6
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Presentation Template
Cover & content page in use. Cover utilizes the step and repeat with the logotype on top.
LOREM IPSUM DOLOR SIT AMET ADIPSCING
Eleifend magna nec
Lorem Ipsum Dolor Sit NULLAM LIGULA NISI / 12
COVER PAGE
CONTENT PAGE
Sign 8.7
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Sign Example
Fairway Architectural Railing Solutions sign in use. Built with metal channel lettering.
Trucks 8.8
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Truck Example
Truck graphics in use. Comprised of the two- color logo lock up on Hematite Black.
Website URL bottom right placement onrear door and side panel.
DOT# in white on cab door.
Packaging 8.9
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Packaging Example
Universal box in use. Two-color universal box that uses Cobalt Blue (Pantone® 641) and Black Hematite (Pantone® 7547).
8.10
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
Product Labels
Product Label Color Matches
Each product line has a colored label that is placed on the universal box to specify product line and product details. Every product line has a corresponding Pantone® color. Below and to the right are the corresponding Pantone® colors.
Using these colors outside of the Product Label scenario is prohibited.
A200 (Pantone® 637)A300 (Pantone® 2925)
CP300 (Pantone® 1495)P300 (Pantone® 2079CS100 (Pantone® 185C)V100 (Pantone® 374)
V200 (Pantone® 7488)V400-V500 (Pantone® 7482C)
PANTONE® 2925C
PANTONE® 185C
PANTONE® 7488C
A300
CMYK 76 25 0 0 RGB 31 155 222
V200
CMYK 56 0 93 0 RGB 112 213 73
PANTONE® 2079C
S100
CMYK 0 93 79 0 RGB 228 0 43
CMYK 5 23 0 36 RGB 156 126 164
P300
PANTONE® 637C
A200
CMYK 61 2 8 0 RGB 58 193 225
PANTONE® 374C
V100
CMYK 26 0 73 0 RGB 195 231 106
PANTONE® 374C
V100
CMYK 26 0 73 0 RGB 195 231 106
PANTONE® 1495C
CP300
CMYK 0 54 95 0 RGB 255 144 22
PANTONE® 7482C
V400 - V500
CMYK 100 0 50 38 RGB 157 79 100
9.1
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS BRAND STANDARDS GUIDE 2016
To Receive Files
To receive high resolution print or low resolution digital assets, please contact Jessica Roth.
Jessica Roth Graphic Designer717-537-6000 [email protected]
FAIRWAY ARCHITECTURAL RAILING SOLUTIONS ©2016