2
contents
brandbook 路路路 MR Tech
3
---
Introduction
4
---
Logo
5
---
Structure
5
---
Proportions
6
---
Usage of the trademark
7
---
Clear space requirements
7
---
Placement
8
---
Versions
10
---
Do's and don'ts
11
---
Colors
12
---
Typefaces
14
---
Address
15
---
E-mail signature
16
---
Business card
17
---
Letterhead
18
---
Envelope
19
---
Folder
20
---
Souvenirs
21
---
Presentation
Version 1.0 February 2011
Introduction
brandbook 路路路 MR Tech
MR Technologies is a Moscow-based startup developing new power saving technologies for data centers. It was founded in 2009 by a group of dedicated innovators who have different professional backgrounds (technical, financial, marketing) but share the same views and philosophy of inevitable shift towards power efficiency in performance-oriented areas - first and foremost, web search. The main idea is to develop a new power efficient multicore microprocessor that could significantly reduce skyrocketing server cooling and power costs. The processor architecture will use the most recent and advanced power-efficient cores from ARM Ltd. combined on a single die with advanced interconnect and intelligent power controls. The new, updated corporate identity serves to communicate our philosophy while expressing friendliness to the enviroment. The leaf, chosen as a symbol of environmental friendliness, along with the clean typeface make the logo stand out and give it a modern look. The new logo was designed to remain readable at any size - no matter how small. It is intended to be used as a whole - please avoid using separate parts of the logo or altering the logo's colors and proportions.
All the necessary files are attached to this manual.
3
4
logo
brandbook 路路路 MR Tech
The new logo consists of two main elements - an image and a text part. The image is a roundcornered square with a symbol of a leaf.
sign
unique font faces
logo
The logo has two variants - vertical and horizontal. The horizontal version is the preferred one, while the other one should be used only when there is a lack of vertical space.
the main version
/MR_Tech/logo/mrt_logo_normal.ai (pdf) /MR_Tech/logo/mrt_logo_normal_second.ai (pdf)
alternate version
structure
brandbook 路路路 MR Tech
The general structure of the logo is shown below. The "Code Light" typeface, used here in the title, was modified slightly to give a unique appearance to the logo. Namely, the letter "小" has been made more open, the stroke joining of the letter "H" has been cut through and the main stroke of the letter "E" has been omitted.
proportions The "A"-height of the logo is based on the height and width of the square with rounded edges - it defines the relationship between the two main parts of the logo. The width of the company name in the logo must be equal to 5 A's. Never try to distort the logo in any way, e.g. change the relative position of two main parts, recreate the logo yourself, change the typeface or the distance between the letters, use lowercase letters or stretch the logo without constraining proportions.
A
A
5A
5
6
usage in written material
brandbook ··· MR Tech
When using the company name in the written material you must follow these basic rules.
“MR Tech” The company name should always be written as shown below, e.g. it must be always surrounded by quotes, and the letters "MR" and "T" should be uppercase. Example: “MR Tech”, “MR Technologies” The copyright sign at the end is preferable, even encouraged. Example: “MR Tech”©, “MR Technologies”©
usage in written material (russian) Название всегда должно писаться как показанно ниже. Для написание названия в русскоязычном тексте исользуйте французские «елочки». Буквы «MR» и «Т» всегда пишутся заглавными. Например: «MR Tech», «MR Technologies» Использование знака правовой защиты не только допускается, но и приветствуется. Нпример: «MR Tech»©, «MR Technologies» Название товарного знака не склоняется и не употребляется во множественном числе. Только именительный падеж единственного числа.
Clear space requirements
brandbook 路路路 MR Tech
The logo looks best when there is a clear space around it. The minimalsize of the clear space, as shown below, equals the width (or height) of the leaf sign. No graphic or text (or their parts) should be within the clear space area. When placing the logo on photos make sure that it contrasts with the logo as much as possible. Also, make sure that no contrast part of the photo falls within the clear space area. Breaking those rules would result in poor logo readability or it's complete merging with the background.
placement It is not recommended to use the leaf sign separately from the text part of the logo. The logo's minimum allowed height is 6 mm (when using the vertical variant of the logo make sure that the width of the leaf sign is no less than 6 mm). Breaking those rules would result in poor logo readability. The gradients and other effects can only be used as shown below. The colors and the logo composition cannot be changed.
6 mm
6 mm
7
8
brandbook 路路路 MR Tech
Versions
There are two versions of the logo in full color printing - main version (with light background) and secondary version (with dark background). The gradients and other effects can only be used as shown below. The colors and the logo composition cannot be changed. One must insure the maximum logo readability by choosing the most appropriate variant. For example, the secondary logo variant should be used on darker background, and vice versa. Before placing the logo make sure that the background is uniform and homogeneous, otherwise the logo could be rendered unreadable. The preferred logo versions for light and dark background are presented below. The first one is the main version, and is recommended to use in most situations. The same holds true for the vertical variant of the logo.
The basic version of the logo in full color print.
The basic version of the logo in full color print.
Used for black and white print with tonal gradations.
Used for black and white print with tonal gradations.
Used when the halftone printing is technologically impossible.
Used when the halftone printing is technologically impossible.
Used for black and white printing without tonal gradation.
Used for black and white printing without tonal gradation.
Versions
brandbook 路路路 MR Tech
The basic version of the logo in full color print.
The basic version of the logo in full color print.
Used for black and white print with tonal gradations.
Used for black and white print with tonal gradations.
Used when the halftone printing is technologically impossible.
Used when the halftone printing is technologically impossible.
Used for black and white printing without tonal gradation.
Used for black and white printing without tonal gradation.
/MR_Tech/logo/mrt_logo_all_version.ai (pdf) /MR_Tech/logo/mrt_logo_all_version_second.ai (pdf)
/MR_Tech/logo/mrt_logo_bw.ai (pdf) /MR_Tech/logo/mrt_logo_bw_second.ai (pdf)
9
10
do's and dont's
brandbook 路路路 MR Tech
To maintain a strong, distinctive brand it's important to use our logo in a consistent way. Always select the correct logo for an application from our master artwork library and don't alter it in any way. Here is some examples of what shouldn't be done. 1. Don't distort the logo. 2. Don't recolor any part of the logo. 3. Don't re-type the logotype in a different font. 4. Don't encroach on the minimum clear space. 5. Don't resize our symbol relative to the logotype. 6. Don't alter the relationship between the symbol and logotype.
1
2
sponsored by 3
4
5
6
colors
brandbook 路路路 MR Tech
Corporate colors reflect the company's philosophy - namely, the balance of ecology and technology in all our products. The logo uses three primary colors. These colors are basic and should remain the same in all cases of usage. Usage of other tints of the primary colors is allowed in product ads.
PANTONE 376 C CMYK 50/0/100/0 RGB 141/198/63 Web Safe RGB 8DC63F
PANTONE 575 C CMYK 50/0/100/50 RGB 76/117/32 Web Safe RGB 4C7520
PANTONE Black C CMYK 0/0/0/100 RGB 0/0/0 Web Safe RGB 000000
PANTONE漏 is a registered trademark of Pantone, Inc. Please refer to the current edition PANTONE FORMULA GUIDE Solid Coated & Solid Uncoated.
11
12
typefaces
brandbook 路路路 MR Tech
Primary typeface for use in professional publishing. You have three typefaces for use in different situations - there will give your communications stand-out and consistency. To maintain consistency of the brand three different typefaces can be used, each one having special field of use. The primary typeface for professional publishing is CODE. This typeface, also used in the logo, is designed to give a strong tone to the textual information. It is to be used in headlines and documents titles. The bold variant of the typeface is used in contrast to the normal variant. Regular - for headlines, presentations name and other documents title. Bold - for contrast to regular. CODE is available from - www.fontfabric.com (free)
123456489 /MR_Tech/font/
123456489
secondary typeface
brandbook ··· MR Tech
Secondary typeface for use in professional publishing. "Helvetica Neue" typeface is ideal for a large amount of text, detailed information and win cases where available space is limited. Use Helvetica Neue as a main typeface in ads and annual reports. It is not advised to use Helvetica Neue in headlines and document titles.Light - for detailed information. Regular - for body copy. Bold, Ultra Light - for contrast to regular. Helvetica Neue is available from - www.linotype.com
Helvetica Neue UltraLight Light Regular Bold В ЧАЩАХ ЮГА ЖИЛ БЫЛ ЦИТРУС? ДА, НО ФАЛЬШИВЫЙ ЭКЗЕПЛЯР. в чащах юга жил был цитрус? да! но фальшивый экземпляр. SIX BIG DEVILS FROM JAPAN QUICKLY FORGOT HOW TO WALTZ. six big devils from japan quickly forgot how to waltz.
Online and Desktop Arial is the default typeface for on-screen viewing and printing from desktop. It's widely available, which will ensure consistency across all types of media. It is not advised to use Arial for professional printing. В ЧАЩАХ ЮГА ЖИЛ БЫЛ ЦИТРУС? ДА, НО ФАЛЬШИВЫЙ ЭКЗЕПЛЯР. в чащах юга жил был цитрус? да! но фальшивый экземпляр. SIX BIG DEVILS FROM JAPAN QUICKLY FORGOT HOW TO WALTZ. six big devils from japan quickly forgot how to waltz.
13
14
brandbook ··· MR Tech
address
All official documents must contain a block with phone numbers, postaland e-mail addresses, except cases outlined in this guide. Example of address block: 3, Dobroliubova str. Moscow, Russia, 127254 +7 /495/ 223 32 63 add. 1043 info@mr-technologies.com www.mr-technologies.com Details of postal address written in the following order: 1) building number, 2) street, 3) city, 4) country, 5) zip code. Реквизиты почтового адреса оформляются согласно российским традициям и пишутся в следующем порядке: 1) почтовый индекс, 2) название населенного пункта, 3) название страны, 4) название улицы, 5) номер дома. Пример адресного блока: 127254, Москва, Россия ул. Добролюбова, 3 +7 /495/ 223 32 63 доб. 1043 info@mr-technologies.com www.mr-technologies.com
Telephone numbers are printed as shown below: /495/ 223 32 63 (international designation +7 495 223 32 63) Multiple phone numbers are written on one line and separated by commas. The area code common to all numbers is indicated only once: /123/ 123-45-67, 123-45-67 E-mail addresses and website are given after the phone numbers. The site address begins with www (http:// is not used).
e-mail signature
brandbook ··· MR Tech
E-mail signature is an essential element of corporate style. All employees must use a single template. Name and position are always printed on two separate rows. The position always starts with an uppercase letter, except in Russian, where it is writted starting with a lowercase letter. The line separator consists of 70 hyphens. Contact information below also should not exceed 70 characters (including spaces). E-mail addresses and website must always be present in the signature. The site address must begin with www (http:// is omitted), except when the line exceeds 70 characters. Office and mobile phones are always printed on two reparate rows. Tatiana Pankratieva Marketing ---------------------------------------------------------------------tp@mr-technologies.com | www.mr-technologies.com phone +7 495 223 32 63 mobile +7 926 223 32 63 Татьяна Панкратьева маркетолог ---------------------------------------------------------------------tp@mr-technologies.com | www.mr-technologies.com тел. /495/ 223 32 63 моб. +7 926 223 32 63
/MR_Tech/address/mrt_mail_sign_rus.txt /MR_Tech/address/mrt_mail_sign_eng.txt
15
business card
brandbook ··· MR Tech
The basic variant of a single-sided business card is simple and inexpensive to manufacture. For the branded business cards use the SENSE paper. 5 mm
6 mm
48 mm
13 mm
16
Tatiana Pankratieva marketing
Helvetica Neue Light 7 pt CMYK 0/0/0/100 Helvetica Neue Bold 9 pt CMYK 0/0/0/100
Size: 90 х 50 мм Coloration: 4 + 0 Paper: XEROX COLOTECH + White color (not less 165 CIE) Weight: 280 g/m2
Two-sided printing is not allowed. /MR_Tech/bis_card/mrt_bis_card_rus.ai (pdf) /MR_Tech/bis_card/mrt_bis_card_eng.ai (pdf)
3, Dobroliubova str. Moscow, Russia , 127254 +7 /495/ 223 32 63 add. 1043
Helvetica Neue Light 7 pt CMYK 0/0/0/100
info@mr-technologie s.com www.mr-technologie s.com
Size: 90 х 50 мм Coloration: 4 + 0 Paper: SENSE, matt, high white (Catalog Double V, fabricator Advanced Paper, Germany) White color Weight: 260 g/m2
letterhead
brandbook ··· MR Tech
The first page should contain the company address, date and reference number. Next pages should not contain the address of the recipient. The text should start at 35 mm from the top of the sheet. 30 mm
The new speciali zed processo r will be most effective to solve the followin g tasks: Stream processing, Web searc h, Routing, Hosting . Since introduction of MapReduc e parallel computation s framew ork mode l by Google in 2004 it was steadily gainin g New populari ty and spawned corporat e identi ty MR Tech numerous implementations, commercia l as well as Open Source . One of the most attractiv e features of MapReduc e mode l is its excellent MR Technologie s is a Moscow based startup developin g new power scalabilit y to numbe r of CPU cores . MR Tech plans to implement saving technologie s for data centers. It was founded in 2009 by a group embedded MapReduce algorithm on its hardware and thus reduce total with different professiona l backgrounds of dedicated innovators CPU power consumptio n at the same search rate by at leasfinancial, t a factor marketing) of 10 (technical, but sharin g views and philosop hy of when compare d to general-purpose CPU (Intel/AMD) based hardware. inevitable shift towards power efficienc y in traditionally performance -
25 mm 20 mm
MR Technologies is a Moscow based startup developin g new power saving technologie s for data centers. It was founded in Technologies 2009 by a group LTD “MR ”, 3, Dobroliubo va str., Moscow, Russia, 127254 of dedicated innovators with different professiona l background s 32 63 add. 1043 Phone: +7 /495/ 223 www.mr-technologie (technical , financial, marketing) but sharin g views and philosop hys.com of inevitable shift towards power efficienc y in traditionally performance -eorient ed areas, first and most importantly, web searc h.
20 mm
35 mm
35 mm
orient ed areas, first and most importantly, web searc h. Yours sincerel y Tatiana Panktari eva Marketing
The new speciali zed processo r will be most effective to solve the followin g tasks: Stream processing, Web searc h, Routing, Hosting . Since introduction of MapReduc e paralle l computation s framew ork model by Google in 2004 it was steadily gainin g populari ty and spawned numerous implementations, commercia l as well as Open Source. One of the most attractiv e features of MapReduc e model is its excellen t scalabili ty to number of CPU cores. MR Tech plans to implement embedded MapReduce algorithm on its hardware and thus reduce total CPU power consumption at the same searc h rate by at least a factor of 10 when compare d to general-purpose CPU (Intel/AMD) based hardware.
Yours sincerel y
25 mm
Tatiana Panktari eva Marketing
/MR_Tech/letterhead/mrt_letterhead.docx /MR_Tech/letterhead/mrt_letterhead.ai (pdf)
17
18
envelope
brandbook 路路路 MR Tech Size: DL/E65 (220 x 110) Coloration: 4 + 0 Paper: any Weight: 100 g/m2
Size: C5/C6 (229 x 114) Coloration: 4 + 0 Paper: any Weight: 100 g/m2
3, Dobroliub ova str. Moscow, Russia , 127254
www.mr-technologies .com
3, Dobroliub ova str. Moscow, Russia , 127254
www.mr-technologies .com
/MR_Tech/envelope/mrt_envelope_DL.ai (pdf) /MR_Tech/envelope/mrt_envelope_DL_bw.ai (pdf)
/MR_Tech/envelope/mrt_envelope_c6c5.ai (pdf) /MR_Tech/envelope/mrt_envelope_c6c5_bw.ai (pdf)
folder
brandbook 路路路 MR Tech
For extra effect it is recommended to apply UV coating on the logo.
Size: 220 x 310 folded Coloration: 4 + 0 Paper: any Weight: 320 g/m2
Size: C5/C6 (229 x 114) Coloration: 4 + 0 Paper: do not matter Weight: 100 g/m2
www.mr-technologies.com
MR Technolosies Moscow
www.mr-technologies.com
/MR_Tech/folder/mrt_folder.ai (pdf)
19
20
brandbook 路路路 MR Tech
souvenirs
It is recommended to place only the logo on the souvenirs. In some cases the website address (www.mr-technologies.com) can be added.
presentation
brandbook 路路路 MR Tech
first page
second page
index page
title page
sample page
final page
/MR_Tech/presentation/mrt_presentation.pptx ----
21
22
brandbook 路路路 MR Tech
made in design studion MIR
Copyright 漏 Dmitriy Miroliubov, 2011 All right reserved