The essential guide to consistent and creative corporate communications
Brand Guidelines
Table of Contents
INTRODUCTION
Page . . . . 1.1
USAGE GUIDELINES
Page . . . . 2.1
CORPORATE LOGO ELEMENTS
Page . . . . 3.1
CORPORATE TAGLINE USAGE
Page . . . . 3.2
CORPORATE COLORS
Page . . . . 4.1
CORPORATE COLOR PALETTE
Page . . . . 5.1
5.2
ELECTRONIC MEDIA
5.3
PROMOTIONAL MATERIALS
5.4
SPECIALTY PRINTING
5.5
VIDEO STANDARDS
5.6
USAGE ON BACKGROUNDS
Page . . . . 6.1
USAGES TO AVOID
Page . . . . 7.1
EXCEPTIONS TO BRAND NAMES
Page . . . . 8.1
Introduction
Graphic standards and guidelines are critical elements of a corporate identity program. The greater the consistency of logos, colors and typography the greater the identification of the brand. Research has shown Avnet’s icon is instantly recognized by industry insiders and trading partners. We look to you as a company name partner to help us correctly communicate our brand by following the guidelines set forth in this Brand Guidelines booklet. When people see our logo they will associate it with trust, dependability, quality and peace of mind.
1.1
There may be instances where a guideline may be interpreted differently or a design application may seem to fall outside the boundaries of a particular graphics standard guideline. When this happens, please call Al Maag, Chief Communications Officer, 480.643.7719, in the Corporate Communications Dept., which is dedicated to developing solutions that not only meet corporate standards, but enhance business objectives.
1.1
Usage Guidelines
This section identifies graphic standards for use of the company name logo. It provides all the tools necessary to follow the four basic rules of effective brand management: U Use brand identity consistently U Keep brand logos clearly visible U Use specified logo colors U Select recommended type styles In general, the company name logo should be used primarily as
2.1
an identification element, not as a design element. The logo should never be altered or displayed in any way other than outlined in this guide.
Any questions concerning usage or for an approval, please call the Corporate Communications Department, Al Maag, Chief Communications Officer, 480.643.7719.
2.1
Corporate Logo Elements
The Avnet corporate logo is composed of two elements; the icon symbol, representing Avnet value, and the Avnet name. The lettering used for the Avnet name is never to be used without the symbol (unless you are typing the name in a Word ÂŽ document, etc.) or company name. Because the logo and logotype represent the Corporate identity, it is the most important element in visual communications. This is why it must be used correctly and consistently. However, in certain instances, such as on wearables and promotional items (see Page 5.4), and for certain uses internally, the
3.1
icon symbol may be used independently of the name “AVNET.�
This logo dates from the 1980s and was designed by Irwin Lubalin, who was then an Avnet communications executive.
3.1
Corporate Tagline
A new corporate tagline was agreed upon by Avnet’s Branding Council in October 2007.
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replaces “Enabling Success from the Center of Technology.” The use of Accelerating Your Success™ is encouraged in print and online materials that will be seen by Avnet’s customers and suppliers as well as in materials targeted to employees.
3.2
Use the tagline separate from the Avnet, Avnet Technology Solutions or Avnet Electronics marketing logo. Here is what it means: Accelerating Your Success™ . . . helping you grow. saving you money.
getting you to market faster. delivering
shareholder value. enhancing the employee experience.
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30 pt GARAGE GOTHIC REGULAR - TM = 12 pt base line shift = 12pt Whole line sheared 25 degree angle RGB = 92 - 98 -90
3.2
Corporate Colors
The two official corporate colors are shown below. The use of color is effective for improving brand recognition. These colors are not only used for the logotype, but also throughout the visual system on items such as stationery, advertising, web sites, signage, etc. LOGOTYPE COLORS The logotype should be used in the correct full-color version whenever possible. However, there are certain occasions when a black & white version is appropriate.
4.1
TWO COLORS Pantone #199
Black
ONE COLOR BLACK Black
REVERSE OUT OF BACKGROUND White
4.1
Corporate Color Palette
The consistent use of color in the corporate and operating group logos is very important to our business. The recognizable colors have been synonymous with our brand identity. When used properly and within the guidelines, the integrity of the corporate and operating group logos in all aspects of marketing and advertising communications can be maintained. The corporate palette can be distinguished in two categories: primary colors, which are used in the symbol mark, and secondary colors, which are used in collateral, presentation materials and other promotional applications.
5.1
The use of the Pantone Matching System (PMS) for printing is a universal coding system. A PMS Ink book should be used in matching the appropriate ink color and PMS number when printing. PRIMARY COLOR PALETTE 100% Black
Pantone 199
BLACK
PANTONE 199
速
SECONDARY COLOR PALETTE Pantone 444
50% Black
PANTONE 444
速
50% BLACK
Do not use this page for accurate color matching.
5.1
Print Color Palette
For the most accurate printing quality, 3/Color use: PMS#199 (Red), PMS#444 (Gray) and Black. 3/COLOR PRINTING 100% Black
Pantone 199
PANTONE 199
BLACK
速
Pantone 444 (Option instead of 50% Black)
5.2 PANTONE 444
速
4/COLOR PROCESS PRINTING Black
Red 100% Black
100% Magenta 65% Yellow
50% Black 50% Black
Do not use this page for accurate color matching.
5.2
Electronic Media Palette
RGB, GIF or JPG images are for use on Web site or for placement within slide presentations or other documents. Please do not modify the colors in these images as they have already been color corrected to reflect the specific color values for our brand. The RBG values for the red color in our logo is R:209, G:25, B:25 or the HTML color value of #D11919. The RBG values for the gray color in our logo is R:139, G:149, B:150 or the HTML color value of #8B9596. RGB Values
RGB Values
Red
Black
5.3
R209 / G25 / B25
R0 / G0 / B0
RGB Values Gray R139/G14 9 / B150
EPS (Encapsulated PostScript) images, aka "vector art", are saved in a CMYK format that your offset or digital printer can use. You may not be able to view this type of file on your computer if you do not have the correct software (e.g., Adobe Illustrator). The color for the red in our logo in these files is Pantone 199. The EPS files have been compressed or "zipped" for your use. Download WinZip or Stuffit to decompress these files. Refer to Page 5.2 for color breakdown of CYMK colors.
Do not use this page for accurate color matching. Not all monitors are adjusted to the same calibrations, so do not adjust the color settings of the logo to match a printed item, or another monitor.
5.3
Promotional Materials Palette
(Pens, notepads, wearables, “giveaways�, etc.) When producing promotional materials for Avnet, the logo should be used in the correct full color version whenever possible (See Avnet Corporate Logo and Corporate Colors, Section 3.1 and 4.1). However, there are certain occasions when a Black & White version is appropriate. On some black-colored wearables, it is acceptable for the logo or icon symbol, if used alone, to be black as well. Do not use the logo in colors other than those stated in these Brand Guidelines. When used in conjunction with other logos, the Avnet logo should support but
5.4
not conflict with the other logo.
This should be achieved
through the creative process. The Pantone values for the red color is PMS#199, and the grey color is PMS#444. The CYMK values for the red color in our logo is 100% Magenta and 65% Yellow; black color is 100%; and gray color is 50% black. (Refer to Page 5.2 for color breakdown of Pantone and CYMK colors.) The Avnet Company Store is the recommended source for logo items. Visit www.totalpromotions.com/avnet/
5.4
Specialty Printing
(Embossing, Foil Stamping, etc.) When specialty printing calls for the Avnet logo to be reproduced by embossing or metallic foil stamping, the entire logo must be produced in the same fashion. Any metallic foil is allowed. Blind embossing or registered embossing is allowed when used properly and within the guidelines of the proper colors. (Refer to Page 5.2 for color breakdown of Pantone and CYMK colors.) BLIND EMBOSSING
5.5
FOIL STAMPING - METALLIC SILVER
FOIL STAMPING - METALLIC GOLD
5.5
Video Standards
NTSC STANDARDS Short for National Television System Committee. The NTSC is responsible for setting world wide television and video standards. The dominant television standards are PAL (Phase Alternating Line) and SECAM (Sequential Color and Memory). The NTSC standard for television defines a composite video signal with a refresh rate of 60 half-frames (interlaced) per second. Each frame contains 525 lines and can contain 16 million different colors. The NTSC standard is incompatible with most computer video standards, which generally use RGB video signals. However, you convert NTSC signals into computer video signals, and vice versa. The RBG values for the red color in our logo is R:209, G:25, B:25 and the RBG values for the gray color in our logo is R:139, G:149, B:150 (Refer to Page 5.3 Electronic Media Palette). Discuss creative logo treatments for Avnet videos with Avnet corporate video producer Tammy Schultz at 480-643-7648.
GR
COMPONENT VIDEO (RGB)
RD BL Wh
Cy
Gr
Mg
Bl
Blk
70 59
60
41 Y
30 11
20 10 7.5 0 -20
Red
89
80
40
Yel
100
100
IRE UNITS
5.6
can insert special video adapters into your computer that
0
LUMINANCE
-40
5.6
Usage on Backgrounds
When applying the Avnet logo on a light or dark background, always make sure that the value of the background will provide sufficient balance and legibilty throughout the creative process. COLORED BACKGROUNDS.
6.1
WHITE REVERSED OUT OF BACKGROUND
WHITE REVERSED OUT OF BACKGROUND
OVERPRINT ON LIGHT SOLID COLOR
WHITE REVERSED OUT OF SOLID COLOR
OVERPRINT ON LIGHT BLENDED COLOR
WHITE REVERSED OUT OF BLENDED COLOR
PLACED ONTO LIGHTER AREA OF PHOTO
PLACED ONTO DARKER AREA OF PHOTO
6.1
Usages to Avoid
DO NOT CHANGE TYPEFACE
DO NOT ADD SPACE (KERNING) BETWEEN LETTERS
AVNET DO NOT USE THE LETTERING WITHOUT THE ICON SYMBOL
DO NOT CHANGE THE SIZE RELATIONSHIP OF THE LETTERING AND THE ICON SYMBOL
DO NOT CHANGE THE PERSPECTIVE OF THE LOGOTYPE
DO NOT STRETCH THE HEIGHT RATIO OF SYMBOL OR LOGOTYPE
7.1
DO NOT STRETCH THE WIDTH RATIO OF SYMBOL OR LOGOTYPE
7.1
Exceptions to Brand Names
There may be instances where a new partnership is formed, a new operating group or even a new company is added. At these times a brand name may fall outside the boundaries of our graphics standard guidelines, based upon business strategy, or legal negotiations agreements. Here are just a few examples. In each instance, an approval process has taken place. If you have any questions, please contact Al Maag, Chief Communications Officer, 480.643.7719, in the Corporate Communications Dept., which is dedicated to developing solutions that not only meet corporate standards, but enhance business objectives.
8.1
8.1
Table of Contents (Continued)
OPERATING GROUPS
Page . . . . 9.1
AVNET ELECTRONICS MARKETING
10.1
AVNET TECHNOLOGY SOLUTIONS
11.1
CORPORATE SERVICES
Page . . . . 12.1
REQUIREMENTS
Page . . . . 13.1
APPLYING THE IDENTITY
Page . . . . 14.1
BUSINESS CARDS
14.1
BUSINESS CARDS WITH DIVISION
14.2
LETTERHEAD
14.3
EXECUTIVE LETTERHEAD WITH DIVISION
14.4
ENVELOPE 9 X 12 and 10 X 13
14.5
ENVELOPE #10
14.6
MAILING LABELS
14.7
MESSAGE PADS
14.8
PRINT ADVERTISING
14.9
ONLINE ADVERTISING
14.10
Operating Groups
The identity is composed of three elements; the icon symbol, the Avnet name, and the group name.
9.1
Lower case letters should be used when using the proper name of an operating group. Operating groups are expressed in gray.
Icon symbol
Avnet name
Optional usage without group’s name.
9.1
Avnet Electronics Marketing
The logo is composed of three elements; the icon symbol, the Avnet name, and the words “Electronics Marketing.” The lettering used for the Avnet name is never to be used without the symbol (unless you are typing the name in a Word document, etc.) or company name. However, in certain instances the icon symbol may be used independently of the name “AVNET.” Refer to Page 8.1 (Exceptions to Brand Names). Because the logo represents a global operating group, it is the most important element in Avnet Electronics Marketing visual identity. This is why it must be used correctly and consistently.
10.1
EXAMPLES OF LOGOS: Icon symbol
Avnet name operating group
Divisions are expressed in red. Initial caps should be used.
10.1
Avnet Technology Solutions
The logo is composed of three elements; the icon symbol, the Avnet name, and the words “Technology Solutions.” The lettering used for the Avnet name is never to be used without the symbol (unless you are typing the name in a Word document, etc.) Because the logo represents a global operating group, it is the most important element in Avnet Technology Solutions’ visual identity. This is why it must be used correctly and consistently. However, in certain instances, the icon symbol may be used independently of the name “AVNET.”
Refer to Page 8.1
(Exceptions to Brand Names).
11.1 Icon symbol
Avnet name operating group
11.1
Corporate Services Logos
The identity is composed of three elements; the icon symbol, the Avnet name, and the group name. Use of corporate services group names on business cards and stationery is optional.
12.1
Icon symbol
Avnet name
Icon symbol
Avnet name
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12.1
Requirements ( How to Use)
The logotype has certain requirements that must be adhered to at all times. AUTHORIZED ARTWORK Careful consideration has gone into all design aspects of the logo. It should not be redrawn or altered in any way. Electronic artwork is available by contacting the corporate communications department; or for self-service, go to the internet at http: // www.avnet.com / logos. MINIMUM SIZE
1.25" (3 cm)
Minimum size usage for the logo in color,
13.1
black or white is 1.25” (3cm) in width. 1.25" (3 cm)
ISOLATION AREA
The icon symbol or logo should always be isolated from other elements such as text and images. This will preserve Avnet’s identity visibility and legibility. Shown here is the minimum amount of space for separating the logo from other elements, which is always equal to the height of the letters. Please consider using more space around the icon symbol and logo whenever possible. X
X
X
Keep a safe amount of distance on all sides from the Avnet logo.
X X
Keep a safe amount of distance on all sides from the Avnet logo.
“X” is equal to the safe amount of distance away from the Avnet logo.
13.1
Applying the Identity
BUSINESS CARD Printer specs Stock: Fox River Select Cover Plus Bright White, 88lb. Wove Finish Ink: 2 colors, Avnet Logo Red = PMS 199 + Black, Gray = 50% Black Specifications below are applicable to all standard busincess card sizes in EMEA, Asia, Japan and Americas. 1.375� 3.5�
11/11pt Garage Gothic Bold Letter Spacing = 50 Hang from the ascender lines 0.25� from top of the card
0.25� 10/9pt Garage Gothic Regular Letter Spacing = 50
14.1
2�
10/10pt Garage Gothic Regular Letter Spacing = 50 Stack 0.125� from bottom of the card 0.125� 1.75� logo centered in white space Ž hanging
0.125� Gray Box = 12% Black
Avnet, Inc. logo shown The following logos, which are available on the internet, http://www.avnet.com/logos/ may replace the Avnet, Inc. logo: Electronics Marketing, Technology Solutions, Corporate Services Group, Global Information Solutions, Adminstrative Services. Regional languages are used on the front of the business card. The back can be printed in English. Avnet employees may add certain designations at the bottom left corner on the front of business cards (see sample). Examples of permitted items include Excalibur and President's Club logos and a select number of other high-profile awards.
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14.1
Applying the Identity
BUSINESS CARD WITH DIVISION OR BUSINESS UNIT Printer specs Stock: Fox River Select Cover Plus Bright White, 88lb. Wove Finish Ink: 2 colors, Avnet Logo Red = PMS 199 + Black, Gray = 50% Black Specifications below are applicable to all standard business card sizes in EMEA, Asia, Japan and Americas. Name of your Division or Business Unit 1.375� 3.5�
11/11pt Garage Gothic Bold Letter Spacing = 40 Hang from the ascender lines 0.25� from top of the card
0.25�
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@b]]Yf 0UNV[ @R_cVPR` 1V`a_VPa :N[NTR_
14.2
10/10pt Garage Gothic Regular 10/10pt Garage Gothic Regular Letter Spacing = 40
2�
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@\baU !$aU @a_RRa =U\R[Ve .G %" ! A !% EEE EEEE 3 !% EEE EEEE SV_`a YN`a-Nc[Ra P\Z 1.75� logo centered in white space Ž hanging
0.125�
0.125�
10/10pt Garage Gothic Bold Letter Spacing = 30 10/10pt Garage Gothic Regular Letter Spacing = 30 Stack 0.125� from bottom of the card 0.125�
Gray Box = 20% PMS 444 or 12% Black
NAME 11/11pt Garage Gothic Bold Letter Spacing = 40 Hang from the ascender lines 0.25� from top of the card
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%$ =_VPR ?\NQ ARZ]R .G %" %! A !% $&! %! 3 !% $&! %! ZVPUNRY Q\bTYN``-Nc[Ra P\Z ddd Na` Nc[Ra P\Z
TITLE 10/10pt Garage Gothic Regular Solution area 10/10pt Garage Gothic Regular Letter Spacing = 40
10/10pt Garage Gothic Regular Letter Spacing = 30 Stack 0.125� from bottom of the card 0.25�
1.75� logo centered in white space Ž hanging
0.125�
14.2
Applying the Identity
LETTERHEAD Printer specs Stock: Fox River Select Cover Plus Bright White, 88lb. Wove Finish 25% Cotton Size: 8.5 X 11 inches (Actual size not shown) Ink: 2 colors, Avnet Logo Red = PMS 199 + Black, Gray = 50% Black Specifications below are applicable to all standard letterhead sizes in EMEA, Asia, Japan and Americas. Division or Business Unit Logo Available on the internet (http://www.avnet.com/logos)
14.3
14.3
Applying the Identity
EXECUTIVE LETTERHEAD WITH NAME AND TITLE Printer specs Stock: Fox River Select Cover Plus Bright White, 88lb. Wove Finish 25% Cotton Size: 8.5 X 11 inches (Actual size not shown) Ink: 2 colors, Avnet Logo Red = PMS 199 + Black, Gray = 50% Black Specifications below are applicable to all standard letterhead sizes in EMEA, Asia, Japan and Americas. Division or Business Unit Logo Available on the internet (http://www.avnet.com/logos)
14.4
14.4
Applying the Identity
ENVELOPE: 9 X 12 AND 10 X 13 SIZES Printer specs Stock: Fox River Select Cover Plus Bright White, 88lb. Wove Finish 25% Cotton Size: 12 X 9 inches and 13 X 10 inches (Actual size not shown) Ink: 2 colors, Avnet Logo Red = PMS 199 + Black, Gray = 50% Black Specifications below are applicable to all standard envelope sizes in EMEA, Asia, Japan and Americas. Division or Business Unit Logo Available on the internet (http://www.avnet.com/logos)
14.5
14.5
Applying the Identity
ENVELOPE: #10 SIZE Printer specs Stock: Fox River Select Cover Plus Bright White, 88lb. Wove Finish 25% Cotton Size: 9.5 X 4.125 inches (Actual size not shown) Ink: 2 colors, Avnet Logo Red = PMS 199 + Black, Gray = 50% Black Specifications below are applicable to all standard envelope sizes in EMEA, Asia, Japan and Americas. Division or Business Unit Logo Available on the internet (http://www.avnet.com/logos)
14.6
14.6
Applying the Identity
MAILING LABELS: 5 X 4 SIZE Printer specs Stock: Fox River Select Cover Plus Bright White, 88lb. Wove Finish 25% Cotton Size: 5 X 4 inches (Actual size not shown) Ink: 2 colors, Avnet Logo Red = PMS 199 + Black, Gray = 50% Black Specifications below are applicable to all standard mailing label sizes in EMEA, Asia, Japan and Americas. Division or Business Unit Logo Available on the internet (http://www.avnet.com/logos)
14.7
14.7
Applying the Identity
MESSAGE PADS: 5.5 X 8.5 SIZE Printer specs Stock: Fox River Select Cover Plus Bright White, 88lb. Wove Finish 25% Cotton Size: 5.5 X 8.5 inches (Actual size not shown) Ink: 2 colors, Avnet Logo Red = PMS 199 + Black, Gray = 50% Black Specifications below are applicable to all standard memo pad sizes in EMEA, Asia, Japan and Americas. Division or Business Unit Logo Available on the internet (http://www.avnet.com/logos)
14.8
14.8
Avnet Technology Solutions
Avnet Logistics