ERA_brand_identity_guidelines by a2k repository

ERA EUROPEAN RENTAL ASSOCIATION

CORPORATE IDENTITY BRAND IDENTITY GUIDELINES

LOGO VERSION ORTIONAL RATIO

er to redesign the ngs between the the background he typographic nts, we’ve found dule as a rtional base for a consistent tion

X+¼x

¼X X 2x

X+¼x

ERA EUROPEAN RENTAL ASSOCIATION

BRAND IDENTITY GUIDELINES

Document: VERSION 3.0 Release date: MAY 2009 Document produced by: Francesco Zorzi at ALIAS srl www.alias2k.com

ERA EUROPEAN RENTAL ASSOCIATION

INDEX OF CONTENT

1. 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 1.10 1.11 1.12 1.13 1.14 1.15 1.16 1.17

IDENTITY Brandmark: current version Brandmark: new version Brandmark: fullcolor Brandmark: grayscale Brandmark: monocolor Brandmark: key to file naming Brandmark: artwork finder Brandmark: brand only / spot color Brandmark: brand only / cmyk Brandmark: brand only / rgb Brandmark: complete logo / spot color Brandmark: complete logo / cmyk Brandmark: complete logo / rgb Brandmark: unacceptable usage Brandmark: color usage and background color Brandmark: creative usage Typography • APPLICATIONS

2.1 2.2 2.3 ## 2.4 ## 2.5 2.6 2.7 2.8 2.9 2.10 2.11

intro: Paper standards (UNI) Grids Stationery: business paper business paper - scale 1:1 Stationery: fax model Fax model - scale 1:1 Stationery : business card Stationery: envelope (11x22 cm) Stationery: cd-rom label Stationery: Folder A4 Publications: front cover (5 versions) Publications: spread pages Publications: back cover •

ELECTRONIC AND VISUAL MEDIA

3.1

On screen presentations

BRAND IDENTITY GUIDELINES

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#01

/IDENTITY

BRAND IDENTITY GUIDELINES

1. IDENTITY

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1.1 BRANDMARK: CURRENT VERSION

ERA LOGO CURRENT VERSION PROPORTIONAL RATIO

7.29 mm

Trying to put in evidence the inner order upon which the logo has been designed, we have found that the proportional criteria of the spacings need to be slightly revisited

4.90 mm 5.38 mm

7.60 mm

4.58 mm

3.38 mm

0.43 mm 6.70 mm

3.76 mm

0.50 mm

4.90 mm

1. IDENTITY

BRAND IDENTITY GUIDELINES

Tavola nº 6

1.2 BRANDMARK: NEW VERSION

ERA LOGO NEW VERSION PROPORTIONAL RATIO

X+¼x

¼X X 2x

X+¼x

In order to redesign the spacings between the logo, the background and the typographic elements, we’ve found a module as a proportional base for a more consistent definition

BRAND IDENTITY GUIDELINES

1. IDENTITY

Tavola nยบ 7

ERA blue CMYK

PANTONE 2945 U

ERA blue RGB

RGB

ERA dark gray CMYK

PANTONE 424 U

ERA dark gray RGB

RGB

ERA light gray CMYK

PANTONE 424 U 60%

ERA light gray RGB

RGB

1.3 BRANDMARK: FULL COLOR

STANDARD white background

Cyan Magenta Yellow Black (K)

100% 075% 000% 020%

000% 000% 000% 060%

000% 000% 000% 030%

Red Green Blue

026 023 027

135 136 138

221 222 223

STANDARD coloured background 7

Cyan Magenta Yellow Black (K)

BRAND IDENTITY GUIDELINES

1. IDENTITY

Tavola nยบ 8

1.4 BRANDMARK: SHADES OF BLACK

PANTONE black U 85%

ERA dark gray CMYK

PANTONE black U 60%

ERA light gray CMYK

PANTONE black U 30%

STANDARD white background

Cyan Magenta Yellow Black (K)

000% 000% 000% 085%

000% 000% 000% 060%

000% 000% 000% 030%

ERA deep gray RGB

RGB

ERA dark gray RGB

RGB

ERA light gray RGB

RGB

Red Green Blue

062 062 064

135 136 138

221 222 223

STANDARD coloured background 8

ERA deep gray CMYK

BRAND IDENTITY GUIDELINES

1. IDENTITY

Tavola nยบ 9

PANTONE black U

ERA black RGB

RGB

1.5 BRANDMARK: MONOCOLOR

Cyan Magenta Yellow Black (K)

STANDARD white background

000% 000% 000% 100%

Red Green Blue

000 000 000

STANDARD coloured background 9

ERA black CMYK

1. IDENTITY

BRAND IDENTITY GUIDELINES

1.6

Many custom artwork files have been developed for ERA: These files follow a specific naming convention so you may quickly understand the contents of each file and locate them easily. Each part of the file name is an abbreviated form of information about the file. All file names consist of lowercase letters except for the perfix (ERA), and use underscores to separate inormation.

BRANDMARK: KEY TO FILE NAMING

full

std

eps

COMPANY

VERSION

COLOR

KIND

FORMAT SUFFIX

ERA ERA European Rental Association

full full color

4c 4 color process (CMYK)

std standard version

.eps Hi-resolution vector artwork created in Adobe Illustrator

gray shades of black mono monocolor for special usage

1c 4 color process using only one color (CMYK)

inv inverse color version

Use these .eps files to create other formats

2p 2 color spot (Pantone) 1p 1 color spot (Pantone) rgb colorscale for electronic usage only (on screen presentations)

ERA

Tavola nยบ 10

1.7 BRANDMARK: ARTWORK FINDER

1. IDENTITY

Tavola nº 11

The artworks are provided in separate folders, in order to avoid any misunderstanding. We have developed two versions of the brand: the first using only the logo, the second using the entire composition. Artworks in the folder “professional_print” are developed in Spot color (Pantone matching system). Artworks in the folder “inHouse_printing” use the CMYK 4 color-scale. Artwork in the folder

“electronic_usage” use the RGB color-scale. The .eps format is available for any platform (Mac, PC, Linux etc). The files are available over the internet, in the reserved area of the Era website: www.erarental.org For any question about files and their usage, please contact: info@erarental.org

brand_only

01_professional_print 02_inHouse_printing 03_electronic_usage

SPOT CMYK RGB

logotype complete

01_professional_print 02_inHouse_printing 03_electronic_usage

SPOT CMYK RGB

logotype

BRAND IDENTITY GUIDELINES

1. IDENTITY

Tavola nยบ 12

1.8 BRANDMARK BRAND ONLY SPOT COLOR

brand_only

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype complete

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype

FULL COLOR standard Standard version Please, always use choose this one if possible.

file name:

ERA_full_2p_stnd.eps

GRAYSCALE Grayscale version for one-colour print. Please, always ask before using this one

file name:

ERA_gray_2p_stnd.eps

MONOCHROME standard Monochrome version for special usage. Please, always ask before using this one

file name:

ERA_mono_1p_stnd.eps

MONOCHROME inverse Monochrome inverse version for special usage. Please, always ask before using this one

file name:

ERA_mono_1p_inv.eps

01 PROFESSIONAL PRINT

BRAND IDENTITY GUIDELINES

1. IDENTITY

Tavola nยบ 13

1.9 BRANDMARK BRAND ONLY CMYK 4-COLOR

brand_only

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype complete

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype

FULL COLOR standard Standard version Please, always use choose this one if possible.

file name:

ERA_full_4c_stnd.eps

GRAYSCALE Grayscale version for one-colour print. Please, always ask before using this one

file name:

ERA_gray_1c_stnd.eps

MONOCHROME standard Monochrome version for special usage. Please, always ask before using this one

file name:

ERA_mono_1c_stnd.eps

MONOCHROME inverse Monochrome inverse version for special usage. Please, always ask before using this one

file name:

ERA_mono_1c_inv.eps

02 IN-HOUSE PRINTING

BRAND IDENTITY GUIDELINES

1. IDENTITY

Tavola nยบ 14

1.10 BRANDMARK BRAND ONLY RGB

brand_only

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype complete

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype

FULL COLOR standard Standard version Please, always use choose this one if possible.

file name:

ERA_full_rgb_stnd.eps

GRAYSCALE Grayscale version for one-colour print. Please, always ask before using this one

file name:

ERA_gray_rgb_stnd.eps

MONOCHROME standard Monochrome version for special usage. Please, always ask before using this one

file name:

ERA_mono_rgb_stnd.eps

MONOCHROME inverse Monochrome inverse version for special usage. Please, always ask before using this one

file name:

ERA_mono_rgb_inv.eps

03 ELECTRONIC USAGE

BRAND IDENTITY GUIDELINES

1. IDENTITY

Tavola nยบ 15

1.11 BRANDMARK COMPLETE LOGO SPOT COLOR

brand_only

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype complete

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype

FULL COLOR standard Standard version Please, always use choose this one if possible.

file name:

ERA_full_2p_stnd.eps

GRAYSCALE Grayscale version for one-colour print. Please, always ask before using this one

file name:

ERA_gray_2p_stnd.eps

MONOCHROME standard Monochrome version for special usage. Please, always ask before using this one

file name:

ERA_mono_1p_stnd.eps

MONOCHROME inverse Monochrome inverse version for special usage. Please, always ask before using this one

file name:

ERA_mono_1p_inv.eps

01 PROFESSIONAL PRINT

BRAND IDENTITY GUIDELINES

1. IDENTITY

Tavola nยบ 16

1.12 BRANDMARK COMPLETE LOGO CMYK

brand_only

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype complete

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype

FULL COLOR standard Standard version Please, always use choose this one if possible.

file name:

ERA_full_4c_stnd.eps

GRAYSCALE Grayscale version for one-colour print. Please, always ask before using this one

file name:

ERA_gray_1c_stnd.eps

MONOCHROME standard Monochrome version for special usage. Please, always ask before using this one

file name:

ERA_mono_1c_stnd.eps

MONOCHROME inverse Monochrome inverse version for special usage. Please, always ask before using this one

file name:

ERA_mono_1c_inv.eps

02 IN-HOUSE PRINTING

BRAND IDENTITY GUIDELINES

1. IDENTITY

Tavola nยบ 17

1.13 BRANDMARK COMPLETE LOGO RGB

brand_only

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype complete

01_professional_print 02_inHouse_printing 03_electronic_usage

logotype

FULL COLOR standard Standard version Please, always use choose this one if possible.

file name:

ERA_full_rgb_stnd.eps

GRAYSCALE Grayscale version for one-colour print. Please, always ask before using this one

file name:

ERA_gray_rgb_stnd.eps

MONOCHROME standard Monochrome version for special usage. Please, always ask before using this one

file name:

ERA_mono_rgb_stnd.eps

MONOCHROME inverse Monochrome inverse version for special usage. Please, always ask before using this one

file name:

ERA_mono_rgb_inv.eps

03 ELECTRONIC USAGE

1.14 BRANDMARK UNACCETTABLE USAGE

1. IDENTITY

Tavola nº 18

The consistent and correct application of the ERA brand is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the ERA brandmark.

Note: Never attempt to redraw or rescale the elements of the brandmark or add other graphic elements to its presentation.

Don’t incline

Don’t stretch

Don’t compress

Don’t change the font used in the logo

Don’t change the positon of the elements

Don’t change colour

Don’t apply any effect or distorsion

Don’t align text at the bottom

Don’t align text at the top

BRAND IDENTITY GUIDELINES

1.15 BRANDMARK COLOR USAGE AND BACKGROUND CONTROL

1. IDENTITY

Tavola nº 19

Background colors and graphics can easily enpower or compete with brandmarks. The white “sort-of-label” background that is part of the brand has been built to mantain separation between the ERA brandmark and the backgrounds where it will appear. This white outline will not appear when the brandmark is staged on a white background.

The ERA color palette is comprised of colors used in the ERA barndmark. In addition shades of blue and complementary colo (such as orange and yellow) are allowed. On this page you will find specifications for a first choice of color.s.

CORPORATE BLUE CMYK: 100, 75, 0, 20 RGB: 26, 23, 27

LIGHT BLUE PANTONE 300 U CMYK: 100, 44, 0, 0 RGB: 0, 113, 185

SHADES OF BLACK CMYK: 0, 0, 0, 60 RGB: 135, 136, 138

ORANGE CMYK: 0, 65, 100, 0 RGB: 236, 116, 5

YELLOW CMYK: 0, 40, 100, 0 RGB: 246, 168, 0

BRAND IDENTITY GUIDELINES

1.16 BRANDMARK CREATIVE USAGE

1. IDENTITY

Tavola nº 20

Creative usage of the ERA brandmark is allowed under a specific graphic design control. This is an example of creative usage that is still consistent with the brand identity of ERA, trying to expand the rental world through the brandmark.

BRAND IDENTITY GUIDELINES

TYPOGRAPHY

CONDENSED

HELVETICA NEUE CONDENSED BOLD

HELVETICA NEUE CONDENSED BLACK

REGULAR

LIGHT

Tavola nº 21

One typeface (with multiple possibilities, because rich of variants), have been chosen for the era brand identity: helvetica neue. It has to be used in all printed communications. This typeface, designed by Max Miedinger has become one of the most famous and popular typefaces in the world. The helvetica neue sets new standards in terms of its form and number of variants. It

is the quintessential sans serif font, timeless and neutral, and can be used for all types of communication. When helvetica neue is unavailable (for example for web standards or on screen presentations), the arial font is an accettable substitute (even if it has no variants, but only regulars typefaces).

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !”£$%&/()=?’^éè*+çò@°à#§ù;.->< ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 !”£$%&/()=?’^éè*+çò@°à#§ù;:-><

HELVETICA NEUE REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

HELVETICA NEUE ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

HELVETICA NEUE BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

HELVETICA NEUE BOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

HELVETICA NEUE ULTRALIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

HELVETICA NEUE ULTRALIGHT ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

HELVETICA NEUE LIGHTK

ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwxyz 0123456789

HELVETICA NEUE LIGHT ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 21

1.17

1. IDENTITY

BRAND IDENTITY GUIDELINES

Tavola nยบ 22

#02

/APPLICATIONS

BRAND IDENTITY GUIDELINES

2. APPLICATIONS

Tavola nยบ 23

2.1 PAPER STANDARDS: (UNI)

Serie A

Serie C

Serie B

A0 841 x 1189

C0 917 x 1297

B0 1000 x 1414

A1 594 x 841

C1 648 x 917

B1 707 x 1000

A2 420 x 594

C2 458 x 648

B2 500 x 707

A3 297 x 420

C3 324 x 458

B3 353 x 500

A4 210 x 297

C4 229 x 324

B4 250 x 353

A5 148 x 210

C5 162 x 229

B5 176 x 250

A6 105 x 148

C6 114 x 162

B6 125 x 176

A7 74 x 105

C7 81 x 114

B7 88 x 125

A8 52 x 74

C8 57 x 81

B8 62 x 88

A9 37 x 52

C9 40 x 57

B9 44 x 62

FORMATI UNI (in mm)

2.2 GRIDS

2. APPLICATIONS

Tavola nº 24

When developing layouts for print applications, follow the grid proportions shown below (a master inDesign file is provided with this guide). These grides will help you placing copy and imagery in a consistent manner Other formats may require the alteration of existing grids or creation of new grids as well

In this sample we’ve developed a twelve column-grid: 12 basic columns with inter columnar spaces of 5 mm. Margins are in round millimeters: 2, 7, 2, 2, 3 (inside, top, right, bottom). we can group three columns to make a four maxi-colum layout, otherwise we could group four columns and obtain a 3 maxi-column layout.

BRAND IDENTITY GUIDELINES

2. APPLICATIONS

Tavola nยบ 25

2.3 STATIONERY: BUSINESS PAPER Brussels March, 19th 2009

To Mr. Gian Luca Benci po ALIAS srl Via Cennano, 31-33 52025 Montevarchi (AR) ITALY Subject: Lorperat nullan volor summy nulput utat. Osto et luptatuer summy nim iniam et velesequipit adio con henisci blam, sed tis non ulputat.

Spett.le Alias srl, facin et, quam vel utpat, vero commy nim num zzrillamcor aci te veliquat velisissit at wis nulputpatin eugiat. Ut velendi atumsandre facidunt augiamet, ver sed minis alisi bla feum euguer aute elisiscipit, quiscil euguero dolobore molent prat nulputpat. Tat, con elit utatem inissim zzrit atet ulputpat non utatem alisit vent dunt il dit vent wisi. Te tet doluptat. Ut nibh esto consequisl eu feuip eummy nim del iuscing ex exerci ea facilisi tinim accum zzriusto delisim autatis am, consenisi bla cor incidui essi. Min veliquis nos eros nibh esequis aliquat. Duis estrud esecte magniam dolore dolore do eugait lortie mod tio odolor sequis nonse tisi. Cummy nonsectet lutat auguerc iliscipsummy nim enisi tatum ilit lam, vero et nonsequam, veliquip etue ming exeraesto del irit non velis nonsed tincip et, qui esequis nim zzrit nis nullum ing ex esto etue tem il do eu facin euismod olumsandip et accum vulputpat. Dui eu facidunt ad digna feumsan veniam vullut augait ip et venim nim ero dolor inim at, quisis ex eu feuisl delenis eu faci te min er acil ea atum dolessectem zzrit acip eum zzriureriure do odoloboreet, vulput ea feu facilla at ipit init ullam,

ERA The European Rental Association AISBL

Avenue Jules Bordet 142 B-1140 0 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

info@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

Brussels March, 19th 2009

To Mr. Gian Luca Benci po ALIAS srl Via Cennano, 31-33 52025 Montevarchi (AR) ITALY velit ea feugue do od ex eugait laore feugue volenim zzrit wis dolore mod tisit dolortionum aliquat alit irit utpatisi eum acin ute modigniamet, summolorer iriliquisit iriliscip et am velesecte velis nonse feugait, quisl duipit lore modigna ad exer sum dolore mincidu ismolortin utpat. Oborperos adigna at alismol oreril iuscidunt wis essecte vel iustrud dit adigniam inciduisit wisit utat luptat adip et exer sectem nullandre miniat.

Subject: Lorperat nullan volor summy nulput utat. Osto et luptatuer summy nim iniam et velesequipit adio con henisci blam, sed tis non ulputat.

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

Equat. Voloreet, sustie tie tem quismolobor susting ero consequam ex ero consectet, quiscing esectem iuscili quissi. Os aciliquat. Unt la accum dolorperat praesse tatumsan erilluptat, consequat prat deliqui tis adip ea faccum vulputem vel eumsandigna faci bla accum ad del ullan eui bla ad eros nos numsan vulputpat laorem zzrit vulput lobore velendre. Kind regards

Name Surname

era@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

ERA The European Rental Association AISBL

Enisciduisit do od ting eu feum zzriure dipit lutpat. Ex eu facinci llaore mam vel do euguer sit luptatissit adio od duis autpat, consequatam nit lamcoreetuer ipit in eugiat praesse quatumsan ulput wis alisl dunt autpat nit aliquis etumsandreet ilisi. Ugait ulpute magnim veriuscidunt iliquat veliquat. Urem dunt praestrud duis autat. Iquat lutpatue conse faccum vulland igniscip esse tat velenim iriuscilla aut prat ut lore deliquipis alit lum quipsum quatue min henim alit ut dolore facilis at lore dipisi tion exer si.

Brussels March, 19th 2009

ERA The European Rental Association AISBL

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

era@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

velit ea feugue do od ex eugait laore feugue volenim zzrit wis dolore mod tisit dolortionum aliquat alit irit utpatisi eum acin ute modigniamet, summolorer iriliquisit iriliscip et am velesecte velis nonse feugait, quisl duipit lore modigna ad exer sum dolore mincidu ismolortin utpat. Oborperos adigna at alismol oreril iuscidunt wis essecte vel iustrud dit adigniam inciduisit wisit utat luptat adip et exer sectem nullandre miniat. Enisciduisit do od ting eu feum zzriure dipit lutpat. Ex eu facinci llaore mam vel do euguer sit luptatissit adio od duis autpat, consequatam nit lamcoreetuer ipit in eugiat praesse quatumsan ulput wis alisl dunt autpat nit aliquis etumsandreet ilisi. Ugait ulpute magnim veriuscidunt iliquat veliquat. Urem dunt praestrud duis autat. Iquat lutpatue conse faccum vulland igniscip esse tat velenim iriuscilla aut prat ut lore deliquipis alit lum quipsum quatue min henim alit ut dolore facilis at lore dipisi tion exer si. Equat. Voloreet, sustie tie tem quismolobor susting ero consequam ex ero consectet, quiscing esectem iuscili quissi. Os aciliquat. Unt la accum dolorperat praesse tatumsan erilluptat, consequat prat deliqui tis adip ea faccum vulputem vel eumsandigna faci bla accum ad del ullan eui bla ad eros nos numsan vulputpat laorem zzrit vulput lobore velendre. Kind regards

Name Surname

ERA The European Rental Association AISBL

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

era@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

BRAND IDENTITY GUIDELINES

2. APPLICATIONS

Tavola nยบ 30

2.4 STATIONERY: FAX MODEL

Avenue Jules Bordet 142 B-1140 0 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

info@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

ERA The European Rental Association AISBL

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

era@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

ERA The European Rental Association AISBL

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

era@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

2. APPLICATIONS

BRAND IDENTITY GUIDELINES

Tavola nº 32

2.5 STATIONERY: BUSINESS CARD

ERA_b_card_front.pdf

27/08/09

12:35

NAME SURNAME DIRECTEUR DE LA COMUNICATION NAME@ERARENTAL.ORG +32 335 123 4568

CMY

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699 ERA_b_card_rear.pdf

era@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels 29-03-2009

19:50:53

CMY

THE VOICE OF THE EQUIPMENT RENTAL INDUSTRY

33 THE VOICE OF THE EQUIPMENT RENTAL INDUSTRY

ERA The European Rental Association AISBL

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

era@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

STATIONERY: ENVELOPE (11X22) 2.6 BRAND IDENTITY GUIDELINES

2. APPLICATIONS

Tavola nº 33

BRAND IDENTITY GUIDELINES

2. APPLICATIONS

Tavola nº 34

2.7 STATIONERY: CD LABEL

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699 era@era rental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

ERA

brand identity guidelines

ERA The European Rental Association AISBL

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

era@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

Avenue Jules Bordet 142 B-1140 0 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699 era@era rental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

2. APPLICATIONS

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

NAME SURNAME DIRECTEUR DE LA COMUNICATION NAME@ERARENTAL.ORG

BRAND IDENTITY GUIDELINES Tavola nº 35

2.8

STATIONERY: FOLDER (UNI A4)

SINTER ingegneria | Sistemi Integrati Territoriali

THE VOICE OF THE EQUIPMENT RENTAL INDUSTRY

era@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

BRAND IDENTITY GUIDELINES

2. APPLICATIONS

Tavola nยบ 36

2.9.A PUBLICATIONS: FRONT COVER

Annual Report 2009

THE VOICE OF THE EQUIPMENT RENTAL INDUSTRY

BRAND IDENTITY GUIDELINES

2. APPLICATIONS

Tavola nยบ 37

2.9.B PUBLICATIONS: FRONT COVER

Annual Report 2009

THE VOICE OF THE EQUIPMENT RENTAL INDUSTRY

Annual Report 2009

THE VOICE OF THE EQUIPMENT RENTAL INDUSTRY

BRAND IDENTITY GUIDELINES

2. APPLICATIONS

Tavola nยบ 38

2.9.C PUBLICATIONS: FRONT COVER

THE VOICE OF THE EQUIPMENT RENTAL INDUSTRY

WWW.ERARENTAL.ORG 6-04-2009 12:55:26

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2. APPLICATIONS

BRAND IDENTITY GUIDELINES

Tavola nº 39

2.10 PUBLICATIONS: SPREAD PAGES

ERA, the European Rental Association, is the representative association of the equipment rental sector in Europe. ERA represents over 4,600 rental companies in Europe, either directly or through 12 national rental associations or the International Powered Access Federation (IPAF).

Rental means the right product, when you need it: Rental companies can provide you with the most comprehensive range of state-of-the-art equipment, just when you need it. Average fleet age in Europe is only 3.8 years.

he association is open to all European national rental associations as well as to all rental companies who have at least one operating location in Europe. The association is also open to associate members who are stakeholders in the rental industry, such as equipment manufacturers or service providers.

Did you know?

Our key mission is to support the growth of Europe’s Rental Industry Why join us? Network with leaders of large and small rental companies. Over 200 leaders of European rental companies and representatives from national rental associations attend our annual convention to meet with their peers and suppliers to the industry; Get access to all services offered by the ERA in the fields of EU affairs, statistics and general rental conditions. Support the development of Europe’s rental industry through the promotion of the rental concept in developing markets, the education of European decision-makers on this fast growing industry and the promotion of a more sustainable industry; Gain access to credible industry specific information, studies and updates on the development of the rental industry; Make sure your company participates and benefits from the first Europe-wide effort to combat construction equipment theft.

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ABOUT RENTAL

The Equipment Rental in Europe is an industry with: 36,400 companies, 177,500 people, 33.6 billion EUR turnover. Interested in knowing more? Our European Equipment Rental Industry Report 2008 contains over 60 pages of data on rental in 11 countries .

For more information please visit our website www.erarental.org Why rent?

To achieve this goal: We encourage increased efficiency in the industry by providing a number of tools to rental companies, such as recommendations for General Rental Conditions; We increase knowledge on the size and strength of the rental industry by developing statistics on the industry, covering various product groups and geographical areas;

Release capital for your business: Rental allows you to minimize the size of your equipment fleet, improve your cost controls, lower your maintenance costs and reduce your transport fleet. The right product, when you need it: Rental companies can provide you with the most comprehensive range of state-of-the-art equipment, just when you need it. Average fleet age in Europe is only 3.8 years. Professional suppliers, ready to help: Rental companies will offer the service that suits your needs. You can decide to rent for the short, medium or long term and the equipment will be delivered where you need it. Rental staff are well trained and will provide expert advice whenever needed.

We create marketing tools to help rental companies promote the concept of rental and support the growth of the market all over Europe. We provide education and the sharing of knowledge on topics of specific interest to the industry at our Annual Convention;

Be safe, just rent and avoid the risk: Rental companies operate well maintained equipment that comply with all applicable regulations. Safety checks are performed before each delivery. So don’t run any risk using obsolete equipment, just rent.

We work towards removing barriers that impede the free access to construction equipment rental services across borders; We participate in the development of European standards and recommendations to optimize health and safety levels for our industry’s employees and customers; We cooperate with authorities and the construction industry at European level to combat equipment theft;

How cost effective is rental?

There are no two identical situations. The European Rental Association has therefore developed a “Rent vs Buy” calculator to allow any company / individual to see whether for their specific situation it makes more sense to rent or buy construction equipment.

Why don’t you check for yourself? Our “Rent vs Buy” calculator is available in seven different language versions at www.erarental.org and its use is free of charge.

We promote a more sustainable industry, by promoting Corporate Social Responsibility (CSR) in the industry.

6-04-2009 12:55:27

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6-04-2009 12:56:07

ABOUT THE ERA

2. APPLICATIONS

BRAND IDENTITY GUIDELINES

Tavola nº 40

2.11 PUBLICATIONS: BACK COVER

Our key mission is to support the growth of Europe’s Rental Industry. Everyday cover_2008_report.pdf

6-04-2009

12:48:48

The European Equipment Rental Industry 2008 Report

Avenue Jules Bordet 142 B-1140 Brussels, Belgium Phone: +32 2 761 1604 Fax: +32 2 761 1699

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era@erarental.org www.erarental.org VAT: BE 0881 622 508 RPM Brussels

6-04-2009 12:56:10

The Voice of the Equipment Rental Industry

To know more about rental in Europe and our activities, please visit: www.erarental.org

BRAND IDENTITY GUIDELINES

Tavola nยบ 41

#03

/ELECTRONIC AND VISUAL MEDIA

BRAND IDENTITY GUIDELINES

3.1.A SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 42

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

Powerpoint is the most widely used software for screen presentations, our specifications are therefore based on this program, even if they are also adaptable to other softwares (such as Keynote for mac).

Note that due to the fact that helvetica neue is unavailable for web standards or on screen presentations, the arial font is an accettable substitute (even if it has no variants, but only regulars typefaces).

Welcome A guideline to ERA slideshow presentations

Slideshow presentations following ERA graphic design standards



All layouts, colours and typefaces are included in a master file ready to be used and customized



All the main basic informations on how to prepare a correct slideshow presentation are included in this guide

Designing slideshow following ERA design standards is now easy with the help of this guide:

BRAND IDENTITY GUIDELINES

3.1.B SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 43

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

Index of content      

Basic elements Layout grid Typefaces Colours Usage of graphic elements Transitions and animations

The basic style of any slideshow presentations of ERA is given by the use of three elements

BRAND IDENTITY GUIDELINES

3.1.C SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 44

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

The first one is the logotype of ERA. 

It has to be ever placed on the top left corner of the main pages.

The second one is the gray horizontal bar.



The bar will always contains the headline of the page. A blu-coloured rectangle is part of the graphic bar, and it will serve to give a focus to that area.



BRAND IDENTITY GUIDELINES

3.1.D SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 45

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

Graphic bar

The third element is the foot-bar.  



Foot-bar will contains the (optional) footer. If a footer is used, it has to be used on every page of the slideshow Note that a companion light, top-right positioned haldimensioned bar is a remind to ERA stationery Footer

31-03-2009 Style guide for presentations 7

The layout grid Guides make it easier for you to place text and graphics. You can display them by using the “Grid and guides” function in the “View” menu.



BRAND IDENTITY GUIDELINES

3.1.E SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 46

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

Space for headline: Just click here and write Space for content: Just click and enter text or graphics or insert photo

The title layout The title is a slide that deviates from the basic layout. The title slide is animated in such a way that the ERA logo (or the ERA illustration for Annual report - as in this case) and the word “Welcome” in the headline bar can be used to greet those attending your presentation – for example in the form of a projected still while the audience are taking their seats.

Running text in here in this title box (if needed) is ARIAL 24 pt.

BRAND IDENTITY GUIDELINES

3.1.F SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 47

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

The typeface If you use a master file as the basis of your screen presentation, the headline and contents will be automatically formatted by clicking and writing in the right font and size. How this is done is explained on the following pages. Other points to note: As a general rule format the text on your charts as little as possible.  In the interests of legibility please consistently use left justification. 

The font For reasons of compatibility and practicability the Arial font must be used in all slideshow presentations. Arial offers the following font faces:

Arial  Arial Black  Arial Narrow



BRAND IDENTITY GUIDELINES

3.1.G SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 48

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

The font sizes: Headline Arial 28pt, bold Running text: Arial 28pt (as these first lines), 24pt (main text, as above) or 20pt (sub-text) 

Emphasis in running text: Blu / bold or Arial Black in the corresponding font size

Keywords: Arial 50pt to 70pt, blu colour



Hierarchies Subject Number One: Arial 28 pt. Subject text: Arial 24 pt.  Subject text: Arial 24 pt.  Subject text: Arial 24 pt. 

Subject Number Two: Arial 28 pt. Subject text: Arial 24 pt. Subject text: Arial 24 pt.  Subject text: Arial 24 pt. 



BRAND IDENTITY GUIDELINES

3.1.H SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 49

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

The colour system The ERA colour system can be subdivided into the following categories: R:000 G:063 B:121

R:242 G:242 B:242

The basic colours are the ERA company colours and should therefore be the main colours used.

R:000 G:000 B:000

R:101 G:101 B:101

R:180 G:180 B:180

R:204 G:204 B:204

The background colours serve as additional backgrounds for text and pictorial elements.

R:255 G:156 B:004

R:000 G:053 B:110

R:027 G:102 B:064

R:184 G:019 B:021

The additional colours are used as additional design elements for tables, graphics or texts.

For graphics and tables the additional colours may also be used in intermediate shades.

R:000 G:000 B:000

R:000 G:063 B:121

R:180 G:180 B:180

R:077 G:114 B:154

R:101 G:101 B:101

R:128 G:154 B:183

R:242 G:242 B:242

R:204 G:215 B:226

The colour system

BRAND IDENTITY GUIDELINES

3.1.I SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 50

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

Example: Table What

Name

Other

Total

Other

Name

Text here

x,xxx €

2008

Other text here

x,xxx €

2009

III

Lorem ipsum

x,xxx €

2009

Other text here

x,xxx €

2009

Lorem ipsum

x,xxx €

2009

Text to be written

x,xxx €

2009

VII

Other

x,xxx €

2009

The use of graphics

Also pictures and diagrams have to be uniformly positioned in ERA slideshow presentations.

BRAND IDENTITY GUIDELINES

3.1.J SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 51

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

Example: Large-scale pictorial themes

Picture used in portrait format with text

BRAND IDENTITY GUIDELINES

3.1.K SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 52

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

ClipArt Please do not use any ClipArt in your presentation!

WordArt

As a matter of principle, no WordArt elements may be incorporated in a presentation.

BRAND IDENTITY GUIDELINES

3.1.L SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 53

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

Animation

One kind of animation is recommended for creating slide transitions: 

Dissolve

User-defined animations



Under no circumstances must stretching, diagonal, slowmotion, rotating, spiral, zoom, random or similar effects be used.



Please consider carefully whether user-defined animations are necessary or likely to be effective, and be extremely sparing in your use of them.

When creating slideshow presentations you should dispense with user-defined animations in the individual charts.

BRAND IDENTITY GUIDELINES

3.1.M SCREEN PRESENTATIONS

3. ELECTRONIC AND VISUAL MEDIA

Tavola nº 54

An era masterfile (Powerpoint) and a Powerpoint style guide are to be found on the member’s area of www. erarental.org.

In the these page we reproduce the entire style guide.

You’re ready to go!

You’ll always found a master file of this template slideshow presentation, to serve as a base for yours, in the private area of the ERA website.

Help If you have any questions or require assistance with a particular problem, we’ll be glad to help:

ALIAS srl Via Cennano, 31 52025 Montevarchi (AR) Italy T +39 055 900 249 F +39 055 982 120 Info@alias2k.com www.alias2k.com