Graphics Standards Manual 2012
CONTENTS 2
Introduction
3
CORPORATE IDENTITY
4 5 6 7 8
Corporate Logos Structural Grids Corporate Colours Colour Variations Typography
11
LOGO APPLICATIONS
12 13 14 16 17 18 19 20 21 22 24
Letterhead Fax sheets Envelopes Business Cards Website Packaging Store Branding Vehicles Shirts Advertising Annual Report In reading this manual you agree to the standards set by the branding team. Should you have any further questions regarding the correct use of the logo you may contact the marketing deparment at: marketing@purina.ca.
INTRODUCTION
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BACKGROUND
DESIGN OBJECTIVES
The Purina Company was founded by William H Danforth in 1893. The company began as an oat company and from there the founder stressed the importance of horse feed, leading to the eventual development of pet foods. The company’s checkerboard logo, the symbol that has come to be recognized as the marker for the Purina brand, was adopted in 1902. The addition of the word “Purina” was introduced many years later when the brand began to make and distribute pet foods.
The new logo has been completely revamped to adopt a modern feel. The new logo should include organic elements to represent the natural ingredients included in the foods they make. The logo for the company should be fun and represent a client that is known for being energetic, lively, and it’s community involvement. To maintain the consistency and recognition of the brand, the colour red will be carried throughout.
ORGANIZATION The primary branded products offered by Purina are for dogs and cats. The subsidiary products are the various labels associated with dog and cat specific needs, examples are Pro Plan, Purina One, Beneful, Smart Blend, etc. The subsidiary products are also divided into dog, cat, puppy, and kitten. For cat owners Purina also offers a variety of litter products, kitty litter, pan liners, etc.
In this solution a rounded typeface that appears to be more modern and playful than the current logo was chosen. The pictograph is a heart with the silhouette of a dog and cat. The heart represents the passion and dedication that Purina wishes to establish with their brand. In the heart is the silhouette of a dog and a cat cuddling together and acting loving towards one another. This is something that the company evokes through its emotional branding.
CORPORATE IDENTITY
CORPORATE LOGOS
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The corporate logos both contain a heart shape to represent the passion of the brand. Within the heart are the outlines of a dog and a cat to display the pets for whom the products are produced. The word “Purina” appear in a rounded font to balance with the heart image.
Primary Logo
Secondary Logo
The secondary logo may be used for the website and other means as necessary.
Supporting Graphic The supporting graphic shall be used on all materials as deemed suitable. The primary logo shall be used on legal, corporate and financial documents. It is meant for external and internal uses.
MINIMUM SIZE/SAFETY ZONES The minimum size that the logo can be applied using is 1” x 1.108” to maintain the legibility of details in the drawing.
Minimum Size
The safety zones are displayed in the bottom image. No surrounding elements can be within a distance of 1/4 the size of the full logo.
Safety Zones
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CORPORATE COLOURS
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The use of the corporate colours are as follows: the red and green are the primary colours in the corporate logo and shall not be changed. These colours along with the purple are to be used as supporting colours when deemed appropriate.
CMYK Colour Options
Pantone Colour Options
C: 0 M: 100 Y: 72 K: 0
PMS 199 CP
C: 84 M: 0 Y: 59 K: 0
PMS 339 CP
C: 79 M: 100 Y: 10 K: 0
PMS 7664 CP
COLOUR VARIATIONS
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The following examples are appropriate uses of the logo on a variety of backgrounds. The corporate logo can be left as is on white, grey and black backgrounds. The logo may also be reversed into black when appropriate.
Standard/White
Grey
Black
Black Reverse
TYPOGRAPHY
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Helvetica Rounded The corporate fonts are Helvetica Rounded which is displayed in the logo and highlighted elements throughout the brand. The secondary font to be used for body copy and supporting documents is Univers.
Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
Bold Condensed Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
Bold Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
Black Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
Univers UltraLight
Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
UltraLight Italic
Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
Light
Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890”:!@#$%&?
LOGO APPLICATIONS
LETTERHEAD
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8.5”
The letter sheet contains the corporate logo with the mailing information of the company beneath. At the bottom, the slogan is displayed accompanied by running paw prints. The letter sheet also has rounded edges.
1”
0.5”
4.5” PURINA PETCARE
2500 Royal Windsor Drive Mississauga, ON L5J 1KB T. 905–822–1611 F. 905–822–1612 www.purina.ca
3”
11”
October 26, 2012 Hans Kleefeld Sheridan Institute of Technology and Advanced Learning PO Box 2500, Stn Main Oakville, Ontario, Canada L6L 7T7 Dear Mr. Kleefeld: It has come to my attention that your company, Sheridan College has been late with paying their invoices for the past three months. In order to encourage our customers to pay for their invoices before the due date, we have implemented a discount model where we'll give you 2% off your invoice if you pay us within 10 days of receiving the invoice. I hope that everything is going well for you and your company. You are one of our biggest customers, and we appreciate your business. If you have any questions, feel free to contact me at (905) 822-1611.
Sincerely,
Sophie Hardy Customer Relations
Your pet, our passion.
1”
FAX SHEETS
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8.5”
The fax sheet contains the corporate logo with the mailing information of the company beneath. At the bottom, the slogan is displayed accompanied by running paw prints.
1”
0.5”
4.5” PURINA PETCARE
2500 Royal Windsor Drive Mississauga, ON L5J 1KB T. 905–822–1611 F. 905–822–1612 www.purina.ca
Date: To: From: RE:
3”
Pages:
11” Comments:
Your pet, our passion.
1”
ENVELOPES
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9”
The envelope is in two formats: a large format and also a number ten size. The large format displays the logo and the mailing information on one side. The number ten size displays the logo on one side and the mailing information on the back. PURINA PETCARE
2500 Royal Windsor Drive Mississauga, ON L5J 1KB T. 905–822–1611 F. 905–822–1612 www.purina.ca
12”
9.5”
4.125”
Front
Your pet, our passion. 2500 Royal Windsor Drive Mississauga, ON L5J 1KB
Back
BUSINESS CARDS
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2”
The business card contains rounded edges with a die cut. On the front, the corporate logo and contact information are displayed. On the rear, the tagline and running paws are displayed. The bottom paw on the rear is die cut. 3.5”
SOPHIE HARDY
Customer Relations sophie@purina.ca PURINA PETCARE
2500 Royal Windsor Drive Mississauga, ON L5J 1KB T. 905–822–1611
www.purina.ca
Front
Back
WEBSITE
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The website is laid out in the existing template however, it now uses the new corporate colours. In the upper left corner the logo is displayed along with the tagline. Down the side is the contact information and the running paws.
CONTACT PURINA PETCARE
2500 Royal Windsor Drive Mississauga, ON L5J 1KB T. 905–822–1611 F. 905–822–1612 www.purina.ca
PACKAGING
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The packaging aspect of the Purina brand will be photography dominated to clearly display the target audience, the pets. On the bags, the logo will be displayed in pure white type for easy legibility.
Cat Food – Bagged
Cat Food – Canned
Dog Food – Bagged
Dog Food – Canned
STORE BRANDING
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For store branding, the logo will be displayed in the original corporate colours along with the running paws. Another aspect of store branding includes the implementation of vinyl paw prints leading to the section containing the Purina foods.
Hanging Signage
Store Wayfinding
VEHICLES
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The vehicles will be painted the green colour to stand out in traffic. On the truck, the slogan, logo and running paws will be displayed across both sides. On the van, the elements will be divided into: logo on the side and running paws and slogan on the back.
Transport
Van
SHIRTS
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The shirt has been designed to incorporate the various elements in the identity. Displayed is a t shirt, however the design can be applied to sweatshirts, polos, and long sleeved shirts.
Front
Back
ADVERTISING
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The advertising can be stretched across multiple platforms. Examples shown include: magazine, store flyer and television. Advertising is not limited to these applications.
Available at your local pet store.
Magazine
Store Flyer
Television
ANNUAL REPORT The annual report cover will combine the corporate colours and dynamic animal imagery to display the passion that the company has for animals.
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