Visual Standards Guide
Pinkerton
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[ Visual Standards Guide ]
03 Visual Standards Guide
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Pinkerton
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First publish in 2017 Š Nina Chen
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[ Visual Standards Guide ]
“BEING BRAVE IS HAVING THAT FEAR BUT FINDING A WAY THROUGH IT.” — Bear Grylls, a British adventurer, writer
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Pinkerton
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[ Visual Standards Guide ]
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Pinkerton
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TABLE OF CONTENTS
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[ Visual Standards Guide ]
Section One
Section Two
LOGO STANDARDS
OUR NEW LOOK
The New Logo Logo Component Logo Anatomy Clear Space Incorrect Use
10
Mark Dimension & Restriction
20
26
12
Color Palette Typography Standards
14
Corporate Business System
36
16
Future Extension
38
18
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LOGO STANDARDS
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The New Logo
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Logo Component
12
Logo Anatomy
14
Clear Space
16
Incorrect Use
18
Mark Dimension & Restriction
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Pinkerton
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THE NEW LOGO
Our mission is to free you from fear and guarantee you a well founded confidence in security. Our new logo is contemporary, bold and have high legibility in different application. The main visual concept is literally our slogan “We Never Sleep“. By using a concise shape to show the eye and the brand soul “Freedom from fear“.
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Pinkerton
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LOGO COMPONENT
A key component of the Pinkerton identity is the symbol of the shield that is formed into a perfect triangle. Following to our mission, the components are shapes and symbols which creates the secure, trustworthy Pinkerton logo. Using all cap typography for the wordmark which sends a message to our customers that our company is always there for them.
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Security
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Shield
Eye
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Symbol
Signature
Wordmark
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Pinkerton
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LOGO ANATOMY
The modular identity system ensures uniformity across all corporate communications, including internal and external communications with third party partners and customers. The alignment and proportions of this signature should not be changed in any way.
A closer look of the wordmark
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3X
3X 2X
60ยก
60ยก
1/3X X
11X
60ยก
2X
X 2X 2X
2X
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Pinkerton
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CLEAR SPACE
Our company stands out from the crowd, and so does our signature. To create maximum impact, keep the space around the Pinkerton signature free from other text and graphics. The clear space on each side of the signature should always be equal to or greater than the x-height of the Pinkerton wordmark.
X
X
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6X
X
X
6X
X
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Pinkerton
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INCORRECT USE
This page illustrates what not to do with the Pinkerton symbol. Remember, combinations of Pinkerton symbol outside of those outlined in this style guide should not be created. Following these graphic standards will ensure Pinkerton has a consistent, recognizable identity. The Pinkerton symbol must always be easy to see. There must always be a contrast between its background. Avoid placing our signature on a photographic or patterned background.
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Don’t use other colors
Don’t use gradient affects
Don’t stretch the signature
Avoid same color background
Don’t use drop shadow
Don’t switch the colors
Don’t render it in 3D
Don’t place it on pattern
Don’t reverse it
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Pinkerton
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Sinature
MARK DIMENSION RESTRICTION
Larger than 1inch
For different use of our mark, we provide a mark dimension restriction chart to prevent incorrectly application on different media. There are four visions of the mark, which is two signature placement, symbol and wordmark.
Smaller than 1inch
In a small space(0.5in-1in), please use symbol or logo type.
Smaller than a half inch In a tiny space(smaller than 0.5in), please use symbol or logo type.
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Symbol
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Symbol
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Logo type
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Pinkerton
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OUR NEW LOOK Color Palette
26
Typography Standards
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Corporate Business System
36
Future Extension
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Pinkerton
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COLOR PALETTE
For our brand color, remember to use the correct color. These color are the foundation of our brand. The Trusty Blue is the primary color so it should have the biggest portion of every use. The Passion orange is a spot color to highlight and the Safety Brown portion should be in between.
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Trusty Blue
Safety Brown
C: 100
R: 0
M: 90 Y: 40
Hex #02234e
C: 35
R: 175
G: 35
M: 30
G: 165
B: 80
Y: 50
B: 135
K:40
Hex #b0a485
K:0
Connecting Orange C: 0
R: 255
M: 80
G: 70
Y: 90
B: 40
K:0
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Hex #fd4827
Pinkerton
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TYPOGRAPHY STANDARD
Typeface_Akzidenz Grotesk We use Akzidenz Grotesk as our brand typeface, it has high legibility on both print and digital use. Folowing our brand soul and mission. We use Akzidenz Grotesk Bold to show our trustworthy, reliable spirit.
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OUR MISSION IS TO FREE YOU FROM FEAR AND GUARANTEE YOU A WELL-FOUNDED CONFIDENCE IN SECURITY. ///
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Pinkerton
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Akzidenz Grotesk/ Bold
Our mission is to free you from fear and guarantee you a wellfounded confidence in security. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./;’[ ]\=+!~#@^&*
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Akzidenz Grotesk/ Roman
Our mission is to free you from fear and guarantee you a well-founded confidence in security. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./;’[ ]\=+!~#@^&*
Akzidenz Grotesk/ Light
Our mission is to free you from fear and guarantee you a well-founded confidence in security. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./;’[ ]\=+!~#@^&*
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Pinkerton
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TYPOGRAPHY STANDARD
Typeface_Futura Futura is a geometric sans-serif typeface, we use Futura as number using. It’s geometric look match with our logo and the O in our wordmark.
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From private detective work, to corporate risk consulting, Pinkerton prides itself on offering services to keep you safe.
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Pinkerton
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Futura / Heavy
From private detective work, to corporate risk consulting, Pinkerton prides itself on offering services to keep you safe. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./;’[ ]\=+!~#@^&*
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Futura / Medium
From private detective work, to corporate risk consulting, Pinkerton prides itself on offering services to keep you safe. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./;’[ ]\=+!~#@^&*
Futura / Light
From private detective work, to corporate risk consulting, Pinkerton prides itself on offering services to keep you safe. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,./;’[ ]\=+!~#@^&*
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Pinkerton
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CORPORATE BUSINESS SYSTEM
Our corporate business system follows our new identity system, consist typography style, color palatte, etc. The corporate business system is very important because this is like an introduction of our brand, like an first impression. Our identity elements will have didferent placement according to various applications.
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Pinkerton
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FUTURE EXTENSION
Pinkerton is a company always looking beyond. We based on our mission and build a powerful and successful business and industry around ourselves. Our future extension is focusing on three different divisions: business, education, and community. These extensions are the key to achieve our brand’s goal.
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Pinkerton
Categories
E
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Education
Categories
B
Corporate
[EDO][S][E]
E1
Yproject
[P][CO]
B1
Pinkerton X The North Face
[EDO][S]
E2
PT Education Lab
[P][CO]
B2
Pinkerton X Colbalt
[EDO][E]
E3
PT Meet-up
[P][CO][S]
B3
Pinkerton X Uber
[EDO][E]
E4
PT Campaign
[P][CO][S]
B4
Pinkerton X Facebook
[E]
E5
SP Training Program
Categories
T
Technological
Categories
Business
[S]
T1
PData Lab
[E][CO]
B5
P-Founds Raising
[S]
T2
PReport Office
[S][EN]
B6
SITB Center
[S][A]
T3
SecureYou App
[E][CO]
B7
SP Investment Program
[S][EP]
T4
PHealth Center
[S]
B8
P-Financial Consulting
[E][EN]
B9
Security Club
[P]
Product
[S]
Service
[EN]
Environment
[EP]
Experience
[EDO]
Educational Opportunity
[E]
Event
[CO]
Co-Branding Opportunity
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Business
E5
B2
B1 B8
B3
T3
T1
E2 E4
E3 T2
B5
T4
Individual
Society
B4 B6
E1
B9
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Pinkerton
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Education E1 // Y Project We visit Youth detention center, providing the Youth an educational oppertunity to discover their life interest and prevent crime.
E2 // PT Education lab Our educational department cooperates with local educational institutions teach students how to protect themselves and avoid danger.
E3 // PT Meet-up A monthly event launch in different communities, inviting the resident to share their life story and a chance for networking and find security partners.
E4 // PT Campaign A campaign to evoke people’s awareness of the importance of risk management by inviting experts and local police to share their thoughts.
E5 // SP Training Program The training includes 120 hours, including all kinds of course about cyber security, risk and prevention.
Technological T1 // PT Data lab We provide weekly safety report for our clients and future potential danger prediction so our clients can know whats going on with the service.
T2 // SecureYou App An app to collect data on what happens around your living area, providing first-hand information to help you round potential danger around you, whether physical or digital.
T3 // PT Security Report Office A 24 hours online customer service for our client when they have any unsure activities happened around them, our clients can immediately report to us and we will check.
T4 // PHealth Center We provide members a 24 hours best care of your medical need by our best medical stuffs.
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Business B1 // Pinkerton X The North Face Pinkerton and The North Face have designed a travel camping kit and outfit. With this travel camping kit and outfit. They can avoid danger and ensure you a better travel experience.
B2 // Pinkerton X Cobalt Pinkerton and Cobalt have designed a new security robot for interior use that will check an anyone in the office after hours to make sure they are authorized, and if not, well report them to security personnel.
B3 // Pinkerton X Uber When calling a Uber for your trip. We will automatically link your location, destination and driver info. To ensure you with a secure and safe drive.
B4 // Pinkerton X Facebook We co-branding with Facebook, with Facebook’s data gathering, we expand the safety check feature to enhance more direct security services.
Corporate B5 // P-Founds Raising The founds raising program will work with both non-profit and profit organization to create a great project.
B6 // SITB Center SITB center is the place where we hold a press conference or other events.
B7 // SP Investment Program Our brand will provide the most thoughtful investment program to our client for our client’s need. We will have our best trained professionals to serve.
B8 // PT Financial Consulting We have our well trained financial staff to help our client with any financial needs and to help them avoid any financial risk.
B9 // Security Club Our club members will received the newest information of our updated services and exclusive promotion of some of our services. ///
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Pinkerton
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This is an non-commercial project for educational purpose and is not intended to represent the Pinkerton brand. Design // by Yung Jou(Nina) Chen Resources // www.pexels.com Graphic Burger Class // Nature of Identity Professor // Hunter Wimmer All rights reserved. no part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any other information storage and retrieval system, without prior permission in writing from the publisher.
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Pinkerton
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