Brand book 2018 by Auren

Brand Book

2018

How to use 2018

Index

This manual shows and explains the correct use of the brand and its different applications.

1. OUR BRAND

1.1. Construction

3.10. Wrapping paper

The applications construction shown in this manual are intended for those working in design and communications departments.

1.2. Logo to a color and logo without claim

3.11. Merchandising

3.12. Publications

1.3. Logo in sponsorship

The correct use of the guidelines described in this manual is intended to create and maintain a stable unit and recognizable brand.

3.13. Email signature

1.4. Logo + services

3.14. Presentation Power Point / Report

1.5. Co-branding. Antea logotype

3.15. Wallpaper

1.6. Corporate colours

3.16. Marquee. Sample

2. BRAND EXPRESSION

4. SIGN BOARDS

2.1. Photo style

4.1. Vinyl office

2.2. Pattern

4.2. Banderoles / flags

3. APPLICATIONS

3.1. Business card

3.2. Card

3.3. Envelopes

3.4. Letter sheets

3.5. Product sheet

3.6. Report

3.7. Folder

3.8. Transparent paper sheets holder

3.9. Desk calendar

Brand book

Wrapping paper

1. OUR BRAND Auren’s logo is the visual expression of the brand. Each element of its construction (proportions, typographys, colours..) has been designed to highlight among our rivals. The logo should always be used from the original file supplied for the communication department. Do not attempt to reproduce or alter in any way the file. Our brand is made by a isologotype of three elements: 1. The word “auren” 2. The claim 3. The wave Like all isologotype, its elements can not be used separately. There are certain applications or items inspired in the isologotype, as patterns, corporate graphics, fonts and colors that strengthen the brand personality.

Brand book

1. OUR BRAND

1.1. Construction

Construction parameters The word “Auren” and the different languages claims, should be centered with the same width.

Claim The brand claim could be written in different languages, in which case it should be as wide as the word “Auren”

Brand book

1. OUR BRAND

1.1. Construction Typefaces

Bodoni Bold

REGULAR

BOLD

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ

abcdefghijklmnñopqrstuvwxyz

1234567890( )&/%$”ª!><

REGULAR OBLIQUE

BOLD OBLIQUE

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ

abcdefghijklmnñopqrstuvwxyz

1234567890( )&/%$”ª!><

ITC Avant Garde Pro

Medium Oblique BOOK

MEDIUM OBLIQUE

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ

abcdefghijklmnñopqrstuvwxyz

1234567890( )&/%$”ª!>< DEMI

BOLD

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ

1234567890( )&/%$”ª!><

abcdefghijklmnñopqrstuvwxyz

Brand book

1234567890( )&/%$”ª!><

abcdefghijklmnñopqrstuvwxyz

1. OUR BRAND

1.1. Construction Wave The wave in Aurenâ&#x20AC;&#x2122;s logo is made from the cut of two ellipses

1. Place two different sized ellipses, one over the other (the second slightly wider than the first one) 2. Make the cut between the two figures and remove the resulting inner part. 3. Finally stretch lightly the lower edge to the right.

Brand book

1. OUR BRAND

1.1. Construction Main typography Whenever possible we will use the ITC Avant Garde as the main typography. It has a multitude of thicknesses and variants, which will help the different messages and pieces of communication.

Digital typography To ensure correct visualization in digital contexts, as well as in editable documents (emails, Docs, Powerpoints, Excel ..) Verdana will be used. It is a typeface that is found in most computers and operating systems.

Brand book

ITC Avant Garde Pro BOOK

MEDIUM OBLIQUE

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890( )&/%$”ª!><

DEMI

BOLD

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890( )&/%$”ª!><

Verdana Regular

Bold

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890( )&/%$”ª!><

Italic

Bold Italic

ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890( )&/%$”ª!><

1. OUR BRAND

1.2. Logo to a color and logo without claim Negative logo

Black background

This is the version than should be used with a coloured corporate red background: PANTONE 485 C

With dark backgrounds, the same version than in corporate red background should be used. A white brand over the negative color.

One coloured This is the version in case it can only be used only a one coloured logo. Two variants are available with the corporate colours.

Without claim

Logo + Claim

This is the version of the brand logo without the claim for a corporate use.

The logo with the claim will be used in commercial and advertising supports, except when the logo is smaller 25 mm (visibility problems). This means that the logo will not be used with claim on social networks.

The same proportions than the regular logo should be kept, centering in this case the word â&#x20AC;&#x153;Aurenâ&#x20AC;? between the wave.

Brand book

25 mm

1. OUR BRAND

1.3. Logo in sponsorship To enhance the legibility and impact of the Auren logos, be sure to keep it at a reasonable distance from other trademarks, competing text, graphic devices or images on the page. Always allow a minimum clear area on all sides of the logo equal to half the height of the logo as shown here.

50% de X

X: logo height 50% de X

Brand book

1. OUR BRAND

1.4. Logo + services Font “services”: ITC Avant Garde Gothic. Medium oblique Colour: pantone 426 C

(X/4)

logo height (X)

(X/4)

(X/4) (X/4)

(X/4) AUDIT & ASSURANCE TAX & LEGAL CONSULTING CORPORATE FINANCE

AUDIT & ASSURANCE TAX & LEGAL CONSULTING CORPORATE FINANCE

Brand book

1. OUR BRAND

1.5. Co-branding. Antea logotype Certain Auren applications require the presence of the co-branding of Antea. This logo operates like Aurenâ&#x20AC;&#x2122;s does, negative versions and background color. Red: Pantone 485 CVC Gray: Pantone 426 CVC Typography: Lucida Bright

ntea Alliance of independent firms

Brand book

OUR BRAND 1. OUR BRAND

1.6. Corporate colours The corporate palette is used to identify the brand easily in a visual way.

90% 80%

It has a balance between elegance, brightness and proximity, combining red, vivid and colorful, with stability and poise of dark gray. The claim in the logo is 426 C, 80% The remaining percentages may only be used in headers and featured texts.

PANTONE 485 C

C: 1 M: 94 Y: 98 K: 0

R: 226 G: 35 B: 26

RAL: 3028

PANTONE 426 C

C:76 M: 67 Y: 61 K: 68

R: 38 G: 39 B: 41

RAL: 7021

70% 60% 50% 40% 30% 20%

90% 80% 70% 60% 50% 40% 30% 20%

Brand book

1. OUR BRAND

1.6. Corporate colours Colour palette

Theme colors power point R

226

#E2231a

Text/Background Dark 1

90%

229

#E53424

Text/Background Light 1

255

80%

234

#EA4531

Text/Background Dark 2

70%

238

#EE5540

Text/Background Light 2

60%

241

102

#F16650

Accent 1

426 C

50%

245

120

#F57861

Accent 2

226

485 C

40%

248

140

116

#F88C74

Accent 3

30%

252

162

138

#FCA28A

Accent 4

20%

253

188

166

#FDBCA6

Accent 5

238

Accent 6

Hyperlink

128

127

129

PANTONE

485 C

#262729

90%

#2A2B2E

80%

#2E2E31

70%

#3A3A3D

60%

#48484A

50%

#575759

40%

106

105

107

#6A696B

30%

128

127

129

#807F81

20%

157

154

156

#807F81

Brand book

426 C

Hexadecimal

426 C

1. OUR BRAND

2. BRAND EXPRESSION 2.1. Photo style The photo style should transmit brandâ&#x20AC;&#x2122;s key concepts. The proximity and close working relationship between people is a key aspect to be highlighted, so the human aspect should be evident in the choice of the photographs. The corporate colour should highlight in the photographic compositions. There are two different photography style options. The first one includes a red curved element with a red-white stripe that crosses from one side to the other. In the second option, an element compositionâ&#x20AC;&#x2122;s color is changed to the corporate red.

Brand book

2. BRAND EXPRESSION

2.1. Photo style About auren imagery All images should be aligned with the brand personality attributes: Proximity Quality (expertise of our professionals) Innovation (implementation of cutting-edge Technologies) Multidisciplinary approach

Brand book

2. BRAND EXPRESSION

2.2. Pattern The pattern is made with a sequence of a blackred â&#x20AC;&#x153;aurenâ&#x20AC;? word in the corporate typeface. This aplication is used in the office as vinyl decoration and in the corporative stationery that needs a pattern.

Brand book

2. BRAND EXPRESSION

3. APPLICATIONS 3.1. Business card Size: 85 x 55 mm Conqueror Print Excellence bright white 350 grs Logo size: 30 x 13 mm

www.auren.com

Name and surname: ITC Avant Garde Gothic Pro Demi Oblique 7 pt Personal info: ITC Avant Garde Gothic Pro. Book Oblique 7pt Office data: ITC Avant Garde Gothic Pro. Book 7pt Website: ITC Avant Garde Gothic Pro. Book 9pt

2 addresses-card Name Surname Charge Division

correomail@xxx.auren.xx Cell.: +00 000 000 000

www.auren.com

Street name, number Postal Code City Ph.: +00 000 000 000

Brand book

Street name, number Postal Code City Ph.: +00 000 000 000

3. APPLICATIONS

3.2. Card Size: 210 x 100 mm Conqueror Print Excellence white 350 grs or similar Logo size: 45 x 20 mm

11 mm 11 mm

Address: ITC Avant Garde Gothic Pro. Book 9pt Web: ITC Avant Garde Gothic Pro. Demi 9pt

Address. 0000 City - Tlf. +00 000 000 000

Brand book

www.auren.com

3. APPLICATIONS

3.3. Envelopes With window ANTALIS Opale 100 g Logo size: 45 x 20 mm Info: ITC Avant Garde Gothic Pro 10 pt Address: Book Web: Demi

11 mm

Address 0000 City Tlf. +00 000 000 000 www.auren.com 11 mm

Brand book

3. APPLICATIONS

3.3. Envelopes Regular ANTALIS Opale 100 g Logo size: 45 x 20 mm Info: ITC Avant Garde Gothic Pro 10 pt Address: Book Web: Demi

11 mm

Address 0000 City Tlf. +00 000 000 000 www.auren.com 11 mm

Brand book

3. APPLICATIONS

3.3. Envelopes A4

15 mm

324x229mm 15 mm

ANTALIS Opale 100 g Logo size: 55 x 24 mm Info: ITC Avant Garde Gothic Pro 10 pt Address: Book Web: Demi

Address 0000 City Tlf. +00 000 000 000 www.auren.com

15 mm

Brand book

3. APPLICATIONS

3.3. Envelopes A5 229x162mm 15 mm

ANTALIS Opale 100 g Logo size: 50 x 22 mm Info: ITC Avant Garde Gothic Pro 10 pt

15 mm

Address: Book Web: Demi

Address 0000 City Tlf. +00 000 000 000 www.auren.com

15 mm

Brand book

3. APPLICATIONS

3.4. Letter sheets 16 mm 10 mm

1st letter sheet (1) Template with: AREA ADDRESS REGISTRATION DETAILS ANTEA

Inscrita en el Registro Mercantil de Madrid, tomo 21.893 Incripciรณn 1 folio 17, hoja M-23498, Incripciรณn1, NIF 72635434f

A4 size: 210 x 297 mm DCP Clairefontaine Satin 100 g Logo size: 45 x 20 mm Logo Antea (Member of): 31x 25,6 mm Address : ITC Avant Garde Gothic Pro Book 7pt Registration details: ITC Avant Garde Gothic Pro Book 6pt Auren area: ITC Avant Garde Gothic Pro Book Oblique 11pt Note: The length of the red strip will depend on the space occupying the address

Address. 0000 City Tlf. +00 000 000 000 www.auren.com

AREA

10 mm 12,7 mm

Brand book

3. APPLICATIONS

3.4. Letter sheets 16 mm 10 mm

1st letter sheet (2) Template with: ADDRESS REGISTRATION DETAILS ANTEA

Inscrita en el Registro Mercantil de Madrid, tomo 21.893 Incripciรณn 1 folio 17, hoja M-23498, Incripciรณn1, NIF 72635434f

Note: The length of the red strip will depend on the space occupying the address

Address. 0000 City Tlf. +00 000 000 000 www.auren.com

10 mm

Brand book

3. APPLICATIONS

3.4. Letter sheets 16 mm

1st letter sheet (3) Template with: AREA ADDRESS A4 size: 210 x 297 mm DCP Clairefontaine Satin 100 g Logo size: 45 x 20 mm Address: ITC Avant Garde Gothic Pro Book 7pt Auren area: ITC Avant Garde Gothic Pro Book Oblique 11pt Note: The length of the red strip will depend on the space occupying the address

Address. 0000 City Tlf. +00 000 000 000 www.auren.com

AREA

10 mm 12,7 mm

Brand book

3. APPLICATIONS

3.4. Letter sheets 16 mm

1st letter sheet (4) Template with: ADDRESS A4 size: 210 x 297 mm DCP Clairefontaine Satin 100 g Logo size: 45 x 20 mm Address: ITC Avant Garde Gothic Pro Book 7pt

Note: The length of the red strip will depend on the space occupying the address

Address. 0000 City Tlf. +00 000 000 000 www.auren.com

10 mm

Brand book

3. APPLICATIONS

3.4. Letter sheets 16 mm

2nd letter sheet (5) Template with: ANTEA A4 size: 210 x 297 mm DCP Clairefontaine Satin 100 g Logo size: 45 x 20 mm Logo Antea (Member of): 31x 25,6 mm

10 mm

Brand book

3. APPLICATIONS

3.4. Letter sheets 2nd letter sheet (5) Horizontal

Template with: ANTEA

A4 size: 210 x 297 mm DCP Clairefontaine Satin 100 g

16 mm

Logo size: 45 x 20 mm Logo Antea (Member of): 31x 25,6 mm

10 mm

Brand book

3. APPLICATIONS

3.4. Letter sheets 16 mm

2nd letter sheet (6) A4 size: 210 x 297 mm DCP Clairefontaine Satin 100 g Logo size: 45 x 20 mm

Brand book

3. APPLICATIONS

3.4. Letter sheets 2nd letter sheet (6) Horizontal A4 size: 210 x 297 mm DCP Clairefontaine Satin 100 g Logo size: 45 x 20 mm

Brand book

16 mm

3. APPLICATIONS

3.5. Product sheet Size A4: 210 x 297 mm In all the communication applications, design parameters established in this manual are respected

Brand book

3. APPLICATIONS

3.6. Report Report cover Size A4: 210 x 297 mm DCP Clairefontaine Satin 300 g Logo size: 65 x 30 mm Crop Area: 90 x 48 mm 11 mm

25 mm

20 mm

Brand book

3. APPLICATIONS

3.6. Report Report first page Size A4: 210 x 297 mm DCP Clairefontaine Satin 120 g Side margins: 28 x 20 mm Text Area: 85 x 42 mm Headline: ITC Avant Garde Gothic Pro Bold 16 pt Book 16 pt Text: ITC Avant Garde Gothic Pro Book Oblique 10 pt

Brand book

3. APPLICATIONS

3.7. Folder 23 cm

1 cm

23 cm

18 cm

Folder 1 Creator silk, 350 gsm semi-matte paper MURCIA sjv@sjv.auren.es +34 968 231 125

ALICANTE alc@alc.auren.es +34 965 208 000

PALMA DE MALLORCA pmi@pmi.auren.es Asesores +34 971 710 047 Auditores +34 971 725 772

BARCELONA bcn@bcn.auren.es +34 932 155 989 BILBAO bio@bio.auren.es +34 946 071 515

SEVILLA svq@svq.auren.es +34 954 286 096 VALENCIA vlc@vlc.auren.es +34 963 664 050

CARTAGENA sjv@sjv.auren.es +34 968 120 382 LAS PALMAS DE GRAN CANARIA lpa@lpa.auren.es Asesores +34 928 260 777 Auditores +34 928 373 506 MADRID mad@mad.auren.es +34 912 037 400

VALLADOLID vll@vll.auren.es +34 983 379 048

33 cm

Info: ITC Avant Garde Gothic Pro Offices 9pt: Name city (Demi), Data (Extra light) Web: 12pt (Medium)

A CORUÑA lcg@lcg.auren.es +34 981 908 229

VIGO vgo@vgo.auren.es +34 986 436 922 ZARAGOZA zaz@zaz.auren.es +34 976 468 010

MÁLAGA agp@agp.auren.es +34 952 127 000

www.auren.com

Trama interior

Brand book

3. APPLICATIONS

3.7. Folder Folder 2 without spine Plasticized coating 350g Size: 227 x 310 mm Info: ITC Avant Garde Gothic Pro Book 8pt Address 0000 City Tlf. +00 000 000 000 www.auren.com

Brand book

3. APPLICATIONS

3.7. Folder Folder 3 with spine Plasticized coating 350g Size: 227 x 310 mm Info: ITC Avant Garde Gothic Pro Book 8pt Address 0000 City Tlf. +00 000 000 000 www.auren.com

Brand book

3. APPLICATIONS

3.8. Transparent paper sheets holder

Brand book

3.9. Desk calendar

Brand book

3. APPLICATIONS

3.10. Wrapping paper Corporate pattern 50%

Brand book

3. APPLICATIONS

3.11. Merchandising Notebook / A4 Size Complete

www.auren.com

Adjust size and lateral margins according to the spiral binding

A CORUÑA lcg@lcg.auren.es +34 981 908 229

MURCIA sjv@sjv.auren.es +34 968 231 125

ALICANTE alc@alc.auren.es +34 965 208 000

PALMA DE MALLORCA pmi@pmi.auren.es Asesores +34 971 710 047 Auditores +34 971 725 772

BARCELONA bcn@bcn.auren.es +34 932 155 989

SEVILLA svq@svq.auren.es +34 954 286 096

BILBAO bio@bio.auren.es +34 946 071 515

VALENCIA vlc@vlc.auren.es +34 963 664 050

CARTAGENA sjv@sjv.auren.es +34 968 120 382 LAS PALMAS DE GRAN CANARIA lpa@lpa.auren.es Asesores +34 928 260 777 Auditores +34 928 373 506 MADRID mad@mad.auren.es +34 912 037 400

VALLADOLID vll@vll.auren.es +34 983 379 048 VIGO vgo@vgo.auren.es +34 986 436 922 ZARAGOZA zaz@zaz.auren.es +34 976 468 010

MÁLAGA agp@agp.auren.es +34 952 127 000

www.auren.com

AUDITORÍA Y ASSURANCE • ABOGADOS Y ASESORES FISCALES • CONSULTORÍA • CORPORATE

www.auren.com

Back cover

Brand book

Cover

Interior Page

3. APPLICATIONS

3.11. Merchandising Notebook / A4 Size Simple (blank back cover and pages)

www.auren.com

Cover

Brand book

3. APPLICATIONS

3.11. Merchandising Notebook / A5 Size Simple Spiral binding or superior gluing

www.auren.com

Cover

Brand book

3. APPLICATIONS

3.11. Merchandising Pen Pen Drive Mugs Badges Mouse Pad

Brand book

3. APPLICATIONS

3.11. Merchandising Notebooks Mechanical pencil

Brand book

3. APPLICATIONS

3.11. Merchandising Rollups Regular and event

www.auren.com

Brand book

3. APPLICATIONS

3.11. Merchandising Photocall

Brand book

3. APPLICATIONS

3.12. Publications Magazine

Brand book

3. APPLICATIONS

3.12. Publications Diptychs

Brand book

3. APPLICATIONS

3.13. Email signature

Nombre Posición (certificaciones) División Zona Dirección Código postal - ciudad (país) Tel. +34 900 000 000 / móvil www.auren.com AUDIT & ASSURANCE • TAX & LEGAL • CONSULTING • CORPORATE FINANCE En Auren, compartimos los 17 objetivos de desarrollo sostenible para transformar nuestro mundo y estamos a favor de los derechos humanos, las normas laborales, la no discriminación, la erradicación del trabajo infantil, la protección del medioambiente y la lucha contra la corrupción. Conoce el proyecto de Auren Este correo electrónico se ha dirigido al destinatario especificado y la información contenida en él es confidencial. Si recibe este mensaje por error, por favor notifíquelo inmediatamente al remitente, por correo electrónico y proceda a su eliminación. Queda prohibido el uso, revisión, difusión, distribución o copiado no autorizado de la información contenida, pudiendo, en su caso, constituir un incumplimiento de la confidencialidad. Antes de imprimir este e-mail, asegúrate de que es necesario. Proteger el Medio Ambiente está también en tu mano. Puede consultar su política de privacidad aquí. Para cualquier consulta relacionada con protección de datos: dpd@auren.com

Logo Auren: 20 x 9 mm. Logo ONU: 37 x 5 mm Font first text: Verdana 8. Colour: black AUDIT & ASSURANCE • TAX & LEGAL • CONSULTING • CORPORATE FINANCE: Verdana 8. Color: R 226, G 38, B 28

Font second text: Verdana 9. Colour: 80% black

Brand book

3. APPLICATIONS

3.14. Presentation Power Point / Report

Presentation Name

PARTE 1

MAIN TITLE

Título Título Título Título Título Título Título Título Título Título Título Título

1 2 3 4,5,6 7 8 9 10 11 12 13 14

PARTE 2 Título Título Título Título Título Título

COVER

INTRODUCTION

16 17 18 19 20 21

ÍNDICE

INDEX

SERVICIOS

¿POR QUÉ AUREN?

Asesoramos a la dirección de la empresa en la planificación y toma de decisiones estratégicas, aportando la óptica profesional en el ámbito de la comunicación corporativa.

Indagamos, interpretamos, analizamos y nos anticipamos al sentimiento de las audiencias objetivo, mediante el análisis de percepción y la detección de los flujos informativos.

Por nuestra forma de trabajar que se fundamenta en una gran implicación con los objetivos de las compañías que confían en nosotros Por la experiencia y profesionalidad del equipo integrante Por la gran orientación al cliente y a sus logros Porque no incrementamos el precio de ninguno de los proveedores con los que trabajamos

ABOUT

INTRODUCTION PICTURE

Abordamos las situaciones de crisis desde la óptica de la comunicación, buscando minimizar los efectos negativos y convertir las amenazas en oportunidades.

Ayudamos a formular y verbalizar los mensajes de la compañía.

Porque si nos da la oportunidad, no se arrepentirá de confiar en nosotros

Concebimos, creamos y producimos las acciones adecuadas para llegar a las audiencias objetivo.

Creamos y gestionamos la agenda comunicacional de nuestros clientes.

BULLET TEXT

TEXT & PICTURES Asesoramos a la dirección de la empresa en la planificación y toma de decisiones estratégicas, aportando la óptica profesional en el ámbito de la comunicación corporativa. Asesoramos a la dirección de la empresa en la planificación y toma de decisiones estratégicas, aportando la óptica profesional en el ámbito de la comunicación corporativa.

AUREN es la primera firma española en servicios profesionales de auditoría, asesoría fiscal y jurídica, finanzas corporativas y consultoría cuyo objetivo es contribuir a la mejora en la gestión de las empresas. La proximidad, la calidad, la capacidad de innovación, la multidisciplinariedad.

Brand book

12 %

15 %

32 %

55 %

56 %

Asesoramos a la dirección de la empresa en la planificación y toma de decisiones estratégicas, aportando la óptica profesional en el ámbito de la comunicación corporativa.

Nuestro equipo es la extensión natural de la compañía.

TEXT & BIG PICTURE

THANK YOU

LORE IPSUN

HIGHLIGHTED TEXT

TEXT & GRAPHICS

3. APPLICATIONS

3.15. Wallpaper

www.auren.com

Brand book

3. APPLICATIONS

www.auren.com

3.15. Wallpaper

Brand book

3. APPLICATIONS

3.16 . Marquee. Sample

Brand book

3. APPLICATIONS

4. SIGN BOARDS 4.1. Vinyl office

Brand book

4. SIGN BOARDS

4.1. Vinyl office

Brand book

4. SIGN BOARDS

4.1. Vinyl office

Brand book

4. SIGN BOARDS

4.2. Banderoles / flags

AUDIT & ASSURANCE TAX & LEGAL CONSULTING CORPORATE FINANCE

Brand book

4. SIGN BOARDS

www.auren.com

Brand book

2018