CSB Branding Manual by WAVA™

Branding & Corporate Identity Manual

branding & corporate identity manual version 01. 2007

Contents

Introduction What is Branding... and why is it Important

CSB Group Logo & Tag Line

Proportions & Sizes

Signature Colours

Signature Variations

Typefaces

Improper Usage

Business Styling

csb group â&#x20AC;˘ branding & corporate identity manual

Building on the

Dedication, Integrity & Credibility of our clients.

What is Branding… and why is it important? A brand can be a name, a symbol or a combination of text and image that is used to identify a product and distinguish it from that of its competitors. A successful brand doesn’t just inform consumers about the product, but brings the company itself to life, its employees and the values that guide their decisions and actions. A successful brand is made up of many different components that work together to create the ‘image’ of a company. After becoming familiar with the company’s image and through interaction with the product and employees, consumers come to associate certain qualities with each brand that they encounter. What good is a logo if no one recognizes it or if it appears differently from one application/media to the next? In order for a company to successfully brand itself, guidelines must be in place to ensure that the corporate image is being accurately, consistently, and enthusiastically promoted. From the sign on a building or the name on a truck right down to the forms and business cards that employees use, each component works to strengthen a company’s identity. A consistent branding system doesn’t just provide brand recognition; it can help to establish brand loyalty.

csb group • branding & corporate identity manual

CSB Group® Signature.

registered mark

descriptor wordmark

symbol signature

CSB Group® Structure & Composition.

1 unit

6.0

14.0

csb group • branding & corporate identity manual

2.0

5.0

1.0

CSB Group® Logo and Tag line Commercial Services Bureau (CSB™) Ltd. was founded in 1987 by it’s now Chairman Tony Zammit, after twenty years experience in a family business then established in the trading and packaging industry. His experience in both domestic and international markets, coupled with the changes in consumer attitudes and the rapid development of the international market, led him to believe that the Service Industry was Malta’s future. Consequently, he ventured into providing an array of specialised services promoting, supporting and protecting both the larger and smaller organization within the Local & International Industry. With a vision to reach more territories and new business, CSB Group® recognised the need to evolve in their visual approach, creating a consistent brand image that will lead them to a stable and bigger business growth. The new branding project was initiated during the Summer of 2007 with clear instructions to illustrate a solid corporate brand with a touch of modern styling. The CSB Group® Logo consists of the CSB™ Wordmark, followed by the symbol and the descriptor, with a Registered Trade Mark at the top right end. Illustration no. 2 shows the construction of the logo and the spacing required between the different elements.

csb group • branding & corporate identity manual

CSB™ Core Values.

Examples of where to find the Core Values and the Company Names.

Commercial Services Bureau (CSB) Ltd - C9035

corporate

CSB Holdings Ltd - C40705 CSB International Ltd - C38923 CSB Management Ltd - C29439 CSB Trustees & Fiduciaries Ltd - C40390 Authorised by the MFSA to act as a Trustee Company.

fig .

consultancy management relocation recruitment

CSB Group® Company Names & Codes.

The CSB Group comprises the following companies: Commercial Services Bureau (CSB) Ltd - C9035 CSB Holdings Ltd - C40705 CSB International Ltd - C38923 CSB Management Ltd - C29439 CSB Trustees & Fiduciaries Ltd - C40390 All companies are authorised by the MFSA to act as a Trustee Company.

csb group • branding & corporate identity manual

fig .

corporate consultancy management relocation recruitment

csb group® logo & tag line continued

The logo is accompanied with a tag line showing the 5 core values of CSB Group® and different companies and their codes issued and legalised by the MFSA (Malta Financial Services Authority). CSB Group® core values are always printed in Pantone 296C for coated finishes and Pantone 296M for matte coated finishes. Thesis TheSans Regular Small Caps is used throughout and never exceeds the body text x-height used in the main text document or other printed information. Below find an illustration explaining the typographical term x - height.

Ascender Height Cap Height Median Baseline

Aaa

x - Height

Descender Height

The Company’s Core Values are constructed with Thesis TheSans caps using *CSB Group® Deep Blue tint. The CSB Group® Company Names & Codes are constructed with Thesis TheSans Light using *CSB Group® Cool Grey tint.

*kindly refer to the colour palette section for colour details.

csb group • branding & corporate identity manual

CSB GroupÂŽ Spacing Clearance.

Minimum size for Print.

40mm

Minimum size for Web.

283px

csb group â&#x20AC;˘ branding & corporate identity manual

Proportions & Sizes It’s important that the original proportions of the logo are not altered. Although the size of both the logo and the tag line can be resized, it must be scaled proportionately - never stretched or skewed. see improper usage section pg. 17. All components must be resized at once, to ensure that the proportions below are kept to scale. For most print applications, the logo should not be smaller than 40mm x 12.8mm and the tag line no smaller than 7pt using Thesis TheSans Regular Small Caps. The logo owns a safe clearance area which is illustrated in figure no. 6. The x-value boxes around the logo form an other box, featured with a Dashed line. This is to illustrate the Safe Area of clearance the CSB™ signature owns. A Safe Area around the logo must be preserved to allow for maximum legibility. No elements such as type, other logos, graphics or photos may intrude onto this safe area. In addition, placing the logo too close to a cut or folded edge also violates the safe area.

Size Restrictions. In order to maximize legibility on printed materials, the CSB™ logo may not appear smaller than the sizes illustrated in figure no. 7. In general, whilst the CSB™ logo must be prominently and largely displayed, it should be sized appropriately for each particular purpose. Common sense should prevail.

csb group • branding & corporate identity manual

CSB Group® Signature Colours.

CSB Deep Blue

CSB Silver Grey

Coated

- Pantone 296C

Coated

- Pantone Cool Grey 9C

Uncoated

- Pantone 296U

Uncoated

- Pantone Cool Grey 9U

C100 M46 Y0 K70

C0 M1 Y0 K51

R0 G37 B78

R150 G149 B153

HEX# 00254E

HEX# 969599

Secondary Colours.

description

Black

Hot Silver Foil

pantone

PANTONE Process Black C

csb group • branding & corporate identity manual

cmyk

rgb

hex#

0 0 0 100

0 0 0

#000000

Signature Colours The entire brand is mainly based on a palette of three base colours which are CSB Group® Deep Blue Pantone 296C/296M, Cool Gray 9C/9M and Black. At times, when used on uncoated stock, the CSB Group® Cool Gray 9C or 9M is replaced by Silver Hotfoil. This portrays a more professional and stronger look. Hotfoil is generally used on the front covers of leaflets, booklets, financial reports, presentation binders, letterheads and business cards. When necessary, the CSB Group® logo can be printed in 1 colour always using the variations illustrated on figures no. 12. Only approved artwork should be used. No alterations are allowed.

csb group • branding & corporate identity manual

Colour Variations.

Mono-Chrome Variations.

gradients are only a reference colour alternative to hot foil.

csb group â&#x20AC;˘ branding & corporate identity manual

Signature Variations CSB GroupÂŽ Signature comes in distinct variations, which are mainly used on different media and background colours, always keeping in mind the consistency that the signature holds. The variations found to the right hand side are the ones to be used. Other modifications are not permitted. Kindly review the Improper Usage Section of this manual for further details.

csb group â&#x20AC;˘ branding & corporate identity manual

Main typefaces.

normal body text

highlight body text

TheSans Regular

TheSans Italic

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

tag line / sub title text

TheSans Caps

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

TheSans Bold Italic

TheSans Bold Caps

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

TheSans Light

TheSans Light Italic

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

TheSans Light Caps

TheSans Extra Bold

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

TheSans Extra Bold Italic ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

TheSans Bold

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

TheSans Extra Bold Caps

ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz 1234567890

csb group • branding & corporate identity manual

Typeface CSB Group® has chosen Thesis TheSans Family to reign over their typographical approach in their branding. Thesis is a large typeface family designed by Lucas de Groot. The typeface is categorised as a Sans-serif type and it is classified as a Humanist typeface. The smooth, strong characteristics of TheSans intensify the CSB visual approach, giving luxury to legibility throughout all the media used for CSB Group®. Thesis TheSans comes with an extended family of over 60 font variations but we will only be using a small section of its extensive range.

TheSans Regular TheSans Italic TheSans Caps TheSans Bold TheSans Bold Italic TheSans Bold Caps TheSans Light TheSans Light Italic TheSans Light Caps TheSans Extra Bold TheSans Extra Bold Italic TheSans Extra Bold Caps

csb group • branding & corporate identity manual

Improper Usage Examples.

csb group â&#x20AC;˘ branding & corporate identity manual

Improper Usage Presentation of our logo consistency is important and helps to promote recognition of the CSBâ&#x201E;˘ brand. These examples and the examples on the following page help to avoid misuses of the logo. This is a list that describes some of the major important rules of consistency.

Missing Registered Trade Mark Symbol.

Logo is Screened or Tinted.

Placed Inside a shape smaller than the minimum protected space. view pages 8 & 9 for safe area details.

Placed on any colour background that does not provide adequate contrast.

Reversed out on a photographic background that does not provide adequate contrast.

Reproduced on a busy background.

csb group â&#x20AC;˘ branding & corporate identity manual

What can

do for you?

csb group â&#x20AC;˘ branding & corporate identity manual

improper usage continued

Do not outline the brand mark with any colour.

Do not change the signature colours.

Do not add elements to the signature.

10.

Do not crop the brand mark in any way.

11.

Do not create a â&#x20AC;&#x2DC;read - throughâ&#x20AC;&#x2122; header with the signature.

12.

Do not redraw any elements of the signature.

csb group â&#x20AC;˘ branding & corporate identity manual

CSB 17

csb group â&#x20AC;˘ branding & corporate identity manual

improper usage continued

13.

Do not skew any part of the signature.

14.

Do not swap elements in the signature.

15.

Do not add any effects to the signature.

16.

Do not use the signature or elements in the signature as a motif or graphic design element.

17.

Do not violate the brand markâ&#x20AC;&#x2122;s clear space.

18.

Do not re-set the typeface.

csb group â&#x20AC;˘ branding & corporate identity manual

Business Styling CSB™ Brand approved a new set of stationery to be used in all internal operations. The consistency used in paper size, paper finish and the styling of all the media is strongly kept throughout the whole stationery set. The Letterheads, Continuation Sheets, Business Cards and Compliment Slips were given that extra feature to enhance the corporate new look of CSB™. This feature consists of swapping the Cool Grey 9C/M to Silver Hot foil. Highlighted important text, names, titles and URL’s are kept in the corporate main signature colour using the ‘CSB Group® Dark Blue’ Pantone 296C/M. As a prestigious company, CSB™ needed a high quality paper, one with a classic corporate finish. Zeta Smooth Brilliant White was chosen to meet the required standards. The below list specifies paper used for each stationery item. letterhead Zeta Smooth Brilliant White 100GSM. continuation sheet Zeta Smooth Brilliant White 100GSM. fax letter Normal Office Fax/ Copier Paper 80GSM. note pad Cartridge 100GSM. compliments slip Zeta Smooth Brilliant White 100GSM. business cards Zeta Smooth Brilliant White 350GSM. envelopes Wallet Zeta Smooth Brilliant White.

csb group • branding & corporate identity manual

CSBâ&#x201E;˘ Letterhead.

x Commercial Services Bureau (CSB) Ltd - C9035

CSB Holdings Ltd - C40705 CSB International Ltd - C38923

Quarter of Page

CSB Management Ltd - C29439 CSB Trustees & Fiduciaries Ltd - C40390

Authorised by the MFSA to act as a Trustee Company.

0.7x Mr. John M. Dalli Vincenti Buildings 14/19 Strait Street Valletta VLT 1432 Malta - EU

2.3x

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17.7x

Stet clita ea et gubergren,

Jonathan M. Dalli

b.com [hons] mgmnt, certCcim [malta]

corporate consultancy management

0.9x

Vincenti Buildings 14/19 Valletta VLT 1432 Malta - EU

relocation recruitment

0.4x 0.6x

1.6x

2.95x

0.2x

2.95x

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csb group â&#x20AC;˘ branding & corporate identity manual

t. (+356) 2122 5800 f. (+356) 2123 0520 e. info@csbgroup.com csbgroup.com

0.2x

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In order to maintain consistency across all the CSB Group® internal and external communications, we have created a distinct stationery. Our Microsoft Word® templates require the use of the TrueType or OpenType format of the typeface Thesis TheSans. TheSans comes in different weights and CSB Group® has purchased the necessary licences for the usage of the typeface. As an alternative to TheSans, one can use Myriad Pro as it’s characteristics are similar to those of the TheSans. Due to the fact that the web has certain restrictions on what typefaces are used, Myriad Pro can be utilised instead.

to obtain a copy of the templates and the typefaces, kindly contact csb group ® on the details found on the back cover.

csb group • branding & corporate identity manual

CSBâ&#x201E;˘ Continuation Sheet.

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Jonathan M. Dalli

b.com [hons] mgmnt, certCcim [malta]

2.2x

0.2x

csb group â&#x20AC;˘ branding & corporate identity manual

6.1x

1.05x

CSB™ Fax Sheet.

x Commercial Services Bureau (CSB) Ltd - C9035

CSB Holdings Ltd - C40705 CSB International Ltd - C38923 CSB Management Ltd - C29439 CSB Trustees & Fiduciaries Ltd - C40390

Authorised by the MFSA to act as a Trustee Company.

FAX COVER SHEET to

fax

from

fax

pages

phone no˚

date

The information contained in this fax is intended only for the individual to whom it is addressed or agent responsible to deliver it to the intended recipient. If you have received this communication in error please immediately notify us by telephone. If there are any problems with the receipt of this document, please call us on the numbers issued below.

re. cc.

Jonathan M. Dalli

b.com [hons] mgmnt, certCcim [malta]

corporate consultancy

0.9x

management

Vincenti Buildings

relocation

14/19 Strait Street Valletta VLT 1432 Malta - EU

recruitment

0.4x 0.6x

1.6x

2.95x

0.2x

2.95x

t. (+356) 2122 5800

f. (+356) 2123 0520 e. info@csbgroup.com c sbgroup.com

0.2x

2.95x

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2.2x

csb group • branding & corporate identity manual

CSBâ&#x201E;˘ Note Pad/ Memo.

2.2x _________________________________________________________________ client

_________________________________________________________________

............................................... _________________________________________________________________ subject

_________________________________________________________________

............................................... ________________________________________________________________ date

_________________________________________________________________ ............../............../............... _________________________________________________________________ time

_________________________________________________________________ ............................................... _________________________________________________________________

_________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________ _________________________________________________________________

24.8x

_________________________________________________________________ _________________________________________________________________ _________________________________________________________________

relocation

_________________________________________________________________

recruitment

_________________________________________________________________ _________________________________________________________________ _________________________________________________________________

1.3x 0.4x

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page ................./ .................

csbgroup.com

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csb group â&#x20AC;˘ branding & corporate identity manual

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Malta - EU

recruitment

0.28x

Valletta VLT 1432

relocation

3.7x

14/19 Strait Street

management

Vincenti Buildings

consultancy

corporate

Tick indicates details overleaf

With Compliments

0.28x

csbgroup.com

3.7x

e. info@csbgroup.com

f. (+356) 2123 0520

t. (+356) 2122 5800

Authorised by the MFSA to act as a Trustee Company.

CSB Trustees & Fiduciaries Ltd - C40390

CSB Management Ltd - C29439

CSB International Ltd - C38923

CSB Holdings Ltd - c40705

Commercial Services Bureau (CSB) Ltd - C9035

19 CSBâ&#x201E;˘ Compliments Slip.

csb group â&#x20AC;˘ branding & corporate identity manual

CSBâ&#x201E;˘ Business Cards.

0.7x x 1.4x 1.3x 0.4x 0.5x 0.76x

3.2x

0.6x

4.1x

2.17x

1.9x

Commercial Services Bureau (CSB) Ltd - C9035

corporate

CSB Holdings Ltd - c40705

consultancy

CSB International Ltd - C38923

management

CSB Management Ltd - C29439 CSB Trustees & Fiduciaries Ltd - C40390

relocation

Authorised by the MFSA to act as a Trustee Company.

recruitment

1.15x 0.76x

csb group â&#x20AC;˘ branding & corporate identity manual

1.2x

2.4x

CSB™ Wallet Envelopes.

Vincenti Buildings  14/19 Strait Street Valletta VLT 1432 Malta - EU csbgroup.com

csb group • branding & corporate identity manual

CSB™ Large Envelopes.

Vincenti Buildings  14/19 Strait Street Valletta VLT 1432 Malta - EU csbgroup.com

csb group • branding & corporate identity manual

CSB™ A5 Envelopes.

Vincenti Buildings  14/19 Strait Street Valletta VLT 1432 Malta - EU csbgroup.com

csb group • branding & corporate identity manual

The Penthouse Tower Business Centre Tower Street Swatar BKR 3013 Malta - EU t.

+356 2557 2557

+356 2557 2558

info@csbgroup.com

www.csbgroup.com

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