BRAND IDENTITY MANUAL
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INFORMATION DESIGN
branding and layout october 2011 to april 2013
BRAND IDENTITY MANUAL
table of contents
01 introduction the brand positioning 03 overview mission vision 05 brand mark the brand mark the brand story logotype 11 logo lock-ups horizontal lock-up vertical lock-up 13 color palette colored brand mark black and white brand mark 17 typography type usage for print type usage for web 23 usage color specifications aspect-proportion specifications
1
the brand and positioning Petron Dealers Association (PETDA) commits to provide a support system in every chapter that will allow members to share with each other their best practices, so that dealers can meet company expectations and still make reasonable profits. PETDA encourages members to be compliant with the enacted laws of the land and government regulations, and to be conscious of their responsibilities to the environment, their communities, and their employees.
Petron Dealers Association is comprised of business professionals who are engaged in the retail of Petron products and its allied services. The organization, unlike other leading competitors in the Philippine market, is based and molded to suit Filipino dealers as Petron, the mother company, is owned and rooted in the country. The dealers have also been molded by years of indispensable experience and a natural passion for excellence and loyalty and thus cannot be outmatched even if competitors bring in superior technology from their mother companies abroad.
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mission and vision To be an organization that shall provide a support system to sustain our viability, meet the objectives of our mother Company, comply with government laws and regulations, and fulfill our social responsibilities, adhering to the principles of honesty, integrity and fair play.
To be recognized as a credible national organization of responsible businessmen, who honor commitments and are willing to work for the common good.
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the brand mark
PETDA’s brand mark resembles and identifies with it’s mother company’s imaging by it’s use of the iconic smooth swoop of Petron Corporation’s ‘P’ and it’s blue and red. Having a similar shape and sporting the same colors, PETDA’s brand mark visually brings together Petron Corporation and it’s dealers-- it’s main goal and function.
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the brand mark story The initial shape was taken from the counter of ‘P’ from Petron Corporation’s logotype. The shape was then duplicated and overlapped. The exclusion of the overlapped area, leaving the sides and coloring them blue and red, completed the brand mark.
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logotype The organization’s name, Petron Dealers Association, as well as it’s acronym, PETDA, is presented along with the brandmark for recognition by a wider audience. The tagline, “Promoting Responsible Entrepreneurship” supplements the brandmark in visually introducing PETDA and it’s personality.
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10
8.2 pt 8.2 pt
8.2 pt 8.2 pt 12.3 pt
28 pt 56 pt 28 pt 8.2 pt
61.9 pt
140.6 pt
66.4 pt
horizontal lock-up size of logo (must include 28pt space all around) = 351 pt x 143 pt
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20.7 pt
20.7 pt
160.1 pt
21.2 pt
166 pt
24 pt 24 pt 24 pt
57 pt
125.2 pt
vertical lock-up size of logo (must include 24pt space all around) = 251 pt x 303 pt
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color palette Colors used for the primary logo utilizes gradients create depth and enhanced elegance to the overall look and feel of the brand. A milder alternative to black is used to complement the bold colors of the brand mark. *For icon use, colors 03 and 06 (refer to the illustration on the next page) are to be used.
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01 94.92, 88.28, 18.36, 5.47 49, 63, 130 #313F82
01
04 0, 98.83, 100, 0 196, 26, 28 #C41A1C
02
04
02 82.03, 62.11, 16.8, 1.95 66, 101, 153 #426599
05 0, 77.32, 49.89, 0 241, 98, 104 #F16268
05 03 100, 100, 30.86, 24.61 38, 35, 93 #26235D
03
06 18.75, 100, 100, 11.42 183, 32, 37 #B72025
06
TYPE
0, 0, 0, 70 109, 110, 113 # 6D6E71
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01
02
01
02
01 01
15
01
69.53, 67.19, 63.67, 73.83 34, 31, 32 #221F20
02
44.92, 35.94, 34.77, 1.17 148, 149, 152 #949598
The gradient is retained for the black and white logo. Colors are as indicated on the previous page. This will also be how the logo will look like when photocopied. The text that comes with the brand mark will, in this case, be black (0,0,0,100/ #000000)
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typography
01
02
17
: logo
01
GOTHAM BOLD
ABCDEFGHIJKLM
abcdefghijklmno
NOPQRSTUVWX
pqrstuvwxyz
YZ
02
Sansumi Bold ABCDEFGHIJKL
abcdefghijklmn
MNOPQRSTUVW
opqrstuvwxyz
XYZ
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typography
01
heading and title
02
Body text. Name im qui doloria soluptium facid escium harum quae corionsed que doluptatur sitatios excero blaccatus etur aspist fuga. Itas sequodi gendest, aute cus accaboriorum ius adicitatur, utem rera qui tet verorro cus susdaeperum rerio cuptatur re cus etur? Seque volorro dolesto bea qui destionempe plignis cipsaeceatia si reic te as doluptur re dolest, aut eum illitis eatinciaspe il eum estem. Undi coribus.
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01
02
avenir next bold, small caps ABCDEFGHIJKLMN
abcdefghijklmnop
OPQRSTUVWXYZ
qrstuvwxyz
Compactil Fact LT ABCDEFGHIJKLMN
abcdefghijklmnop
OPQRSTUVWXYZ
qrstuvwxyz
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typography
: electronic
01
Heading and Title
02
Body text. Name im qui doloria soluptium facid escium harum quae corionsed que doluptatur sitatios excero blaccatus etur aspist fuga. Itas sequodi gendest, aute cus accaboriorum ius adicitatur, utem rera qui tet verorro cus susdaeperum rerio cuptatur re cus etur? Seque volorro dolesto bea qui destionempe plignis cipsaeceatia si reic te as doluptur re dolest, aut eum illitis eatinciaspe il eum estem. Undi coribus.
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01
02
Open Sans Bold ABCDEFGHIJKLMN
abcdefghijklmnop
OPQRSTUVWXYZ
qrstuvwxyz
Open Sans Regular ABCDEFGHIJKLMNO
abcdefghijklmnop
PQRSTUVWXYZ
qrstuvwxyz
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usage Use of the logo is important for identity consistency and audience perception of the brand. As such, principles herewith are to be considered in brand applications.
01
The logo, including the space specified around the logo itself, should not be changed, skewed nor distorted.
02
The colored logo, should only be used over a light, cool colored background.
03
The use of the black and white logo, should, also, only be used over a light, cool colored background.
04
If needed to be placed over a dark background, a transparent-whitetransparent gradient colored logo, should be used. In this case, white type shall be used instead of grey and black.
05
Color combinations of the logo are : blue and red, black and grey, transparent and white only. Color combinations specified in this band identity manual should not be reversed nor be combined with another color combination. e.g. blue should only go with red, not with a white swoop nor a black and grey swoop
06
The aspect-ratio specified in this brand identity manual should not be changed. Proportion and spacing of elements within the logo should be retained.
07
If size of logo will be decreased, small enough for text to be incomprehensible, only the brand mark should be used.
08
Typography used for the logo should not be altered and/ or changed.
09
Typography specified for print and web within this brand identity manual are mere suggestions. If needed to be changed, personality and feel of the fonts suggested should be preserved.
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2011- 2013
BRAND IDENTITY MANUAL