BRAND BOOK
BRAND USAGE
01
FONT USAGE
12
CONTENTS
The logo shows dynamism, trustworthiness and globality represented by the red sphere. Strength and leadership are displayed through the white number 1 inside. Its study and realization are based on new, unique and distinctive elements such as lettering. To maintain the exclusivity of the logo, the use of “PRYOR” font is admitted only for the construction of “UniCredit” brands.
THE DETAILS AS DISTINCTIVE ELEMENT
The logo The brand/Declinations The brand/Tolerances The brand/Applications Colours
01 03 04 05 10
BRAND USAGE
BRAND USAGE
01 THE LOGO ■ The logo (P1) is shown in the 4-colour version,
which is the base logo In special cases (e.g. securities and stationery), in order to reduce time and costs, it is also possible to print the logo in two colours (Pantone 485 C and black) ■ The stylised version in outline (P2), is to be
regarded as natural extension of the base logo
P1 | BASE LOGO - 4 COLOURS
P2 | OUTLINE VARIANTS OF THE BASE LOGO
BRAND USAGE
02 The LOGO
BASE LOGO | 3D
P1. 3D base logo, 4-colours or 2-colours (Pantone 485 C and black), to be used for all colour applications P2. 3D base logo, greyscale, positive, to be used for all applications in black-and-white P3. 2D outline logo (Pantone 485 C) P4. 2D outline logo, positive, to be used in special applications (e.g. gold, silver, etc.)
P1.
P2.
P3.
P4.
BASE LOGO | 2D
BRAND USAGE
03 THE BRAND
DECLINATIONS | 3D BRAND
The brand composed of logo and logotype, is realised by developing an exclusive lettering; therefore, use of original digital files is recommended Besides, the final construction of the brand follows the principles of optic balance expressed by: weight of logo in relation to logotype; line spacing
For better legibility of the brand, the use of the illustrated grid, avoiding the insertion of any elements not being part of the brand, is recommended DECLINATIONS | 2D BRAND
DECLINATIONS | 2D BRAND
BRAND USAGE
04 THE BRAND
TOLERANCES | 4 colours
The UniCredit brand consists of two elements: the logo and the logotype (UniCredit) A1. and B1. They show the smallest reduction obtainable to ensure legibility of the brand (3D brand) Use of the brand in 4-colours or 2-colours (Pantone 485 C and black) and greyscale in a size smaller than the one shown is not recommended 6mm
A1.
TOLERANCES | GrEYSCALE
6mm
B1.
TOLERANCES | Outline 2 colours
5mm
C1.
C1. Shows the recommended minimum size to ensure legibility of the brand in outline (2D brand)
BRAND USAGE
05 THE BRAND
APPLICATIONS | 3D BRAND
Positive/negative treatment of the brand 1. 3D brand, 4-colours or 2-colours (Pantone 485 C and black), positive 2. 3D brand, greyscale, positive 1.
1a.
3. 2D outline brand, 2-colours, positive 4. 2D outline brand, monochrome, positive (red, white, silver, gold) 1a. 3D brand, 4-colours or 2-colours (Pantone 485 C and black), negative 2a. 3D brand, greyscale, negative
2.
2a.
3a. 2D brand, outline brand, 2-colours, negative 4a. 2D brand, outline brand, monochrome, negative (everything which is black in the example shown, in the various applications will be the colour of the background)
APPLICATIONS | 2D BRAND
3.
3a.
4.
4a.
BRAND USAGE
06 THE BRAND
APPLICATIONS | 3D BRAND
treatment of the brand/logo with halo
1.
1a.
1.
3D brand, 4-colours or 2-colours (Pantone 485 C and black), positive
1a.
3D brand, 4-colours or 2-colours (Pantone 485 C and black) with halo on a low contrast background
2.
3D brand, greyscale, positive
2a/2b. 3D brand, greyscale with halo on a low contrast background
2a.
2.
2b.
BRAND USAGE
07 applicationS
Examples | application of the brand on backgrounds
For the correct application of the brand, it is advisable to use contrasting colour codes between the brand and the background on which it is placed In order to achieve it, either brands with positive logotype (light backgrounds) or negative ones (dark backgrounds) can be used
BRAND USAGE
08 applicationS
Tone-on-tone use of brand | saturation less than 50%
Tone-on-tone use of brand | saturation higher than 50% and up to 100%
In general, the use of tone-on-tone background with the base logo is not recommended In those cases in which tone over tone is necessary, the logo has to be used as shown in the example
BRAND USAGE
9 applicationS The examples below show how not to use the brand
1.
6.
1.
The brand must always keep the proportions shown in the previous pages
2/3. The logo must not be moved from its original position
2.
7.
4.
A positive logotype must not be any colour other than black
5.
The brand must not be used slanted
6.
The brand must not be used on a tone-on-tone background except as in the examples shown on the previous page
7/8. The brand must not be placed on a background which hampers its legibility
3.
8.
9.
The brand must not be enclosed within a further geometrical shape
10. The brand may not be used in the presence of elements which do not respect the excluded areas as shown on the previous pages
4.
9.
Take care not to allow any elements to intrude on the excluded areas of the brand Take care not to allow any elements to intrude on the excluded areas of the brand
5.
Take care not to allow any elements to intrude on the excluded areas of the brand Take care not to allow any elements to intrude on the excluded areas of the brand
10.
BRAND USAGE
10 COLOURS These are the colour codes used for the creation of UniCredit’s brands
RED
BLACK
Pantone | 485 Coated 485 Uncoated
Pantone | Process Black coated Process Black UNcoated
CMYK | 0% 100% 100% 0%
CMYK | 0% 0% 0% 100%
Identification of lettering
12
font usage
FONT USAGE
12 IDENTIFICATION OF LETTERING
Brand Font | PrYor
PrYor Medium
a b c d e f g h i j k l m n o p q r st u v w x y z abcd eff gh i i j k l m m n n o p q r st u v w xyz 12345 6 7 8 9 0 , .?; ” “ ! % £ $&@
PRYOR MEDIUM ■ The font Pryor Medium is only used for the creation of UniCredit’s brands
FONT USAGE
13 IDENTIFICATION OF LETTERING
Primary Font | DAX
DAX LIGHT
abcdefghi j klmnop q rstuvw xyz abcdefghijk lm nopqr st u v w x y z 12 34 567890 , . ? ; ”“!% £ $ & @ DAX Regular
abcdefg hi jk l m nop q rstu v w x y z abcdefg h i j kl mn o p q r stu v w x yz 1234 5 6 7 8 9 0 ,. ?;” “ ! % £$& @ DAX MEDIUM
abcdefghi j kl m nop q rst u v wxy z abcdefg hijklm no pq r st u v w x yz 1234 567890 , .? ; ” “! % £ $ & @ DAX BOLD
a bc d e fg h ijklmn o pq r st uv w x y z abcdefg h i j k l mn op q r stu v w x yz 1234 5 6 7 8 9 0 ,. ? ;” “ !% £ $ & @
DAX LIGHT - DAX REGULAR - DAX MEDIUM - DAX BOLD ■ All stationery layouts (letterhead paper, business cards, envelopes, etc.) always use the primary font DAX REGULAR ■ The Dax Regular is used also for the creation of
descriptors and endorsements
FONT USAGE
14 IDENTIFICATION OF LETTERING
SECONDary Font | arial
ARIAL REGULAR
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 ,.?;”“!%£$&@ ARIAL Italic
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 ,.?;”“!%£$&@ ARIAL BOLD
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 ,.?;”“!%£$&@ ARIAL BOLD Italic
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 ,.?;”“!%£$&@
ARIAL ■ The secondary font is used on electronic formats for letterhead, fax, memos, e-mails, PowerPoint presentations and the text of letters and communications