C OR P O R ATE IDENTITY M ANUAL
w w w. a r i a b m i n i n g . n e t
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INDEX
INTRODUCTION
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BASIC SYMBOLS
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Corporate logo Brand composition Security zone Minimum reproduction size Corporate colors Corporate typography
S TA N D A R D S F O R C O R R E C T B R A N D U S A G E Correct versions Correct applications Incorrect applications Te x t u a l e x p r e s s i o n s
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B R A N D A P P L I C AT I O N S Corporate stationery Electronic signature
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INTRODUCTION
The manual of corporate visual identity is a guide that outlines a series of graphic and visual practices and is based on basic standards of consistency and clarity to facilitate the correct use of the brand. This graphic document describes the rules and guidelines that must be followed in the reproduction of the corporate identity of the brand, whether it is for publishing in external or internal communications. Therefore, all implementations that require graphic communications of the Ariab Mining Company must abide by the basic principles outlined below. The main objective of this newly renovated identity is to expand and revitalize the technical and graphic capabilities of the previous branding and to ensure it meets the values that are most relevant for the company, thus strengthening and consolidating its corporate personality. The new image will enhance the company and brand positioning of the Ariab Mining Company.
BASIC SYMBOLS
C O R P O R AT E L O G O
The brand is the core value that identifies the company. AMC aims to convey a more balanced and highly identifiable premium image as well as its uses and applications so as to ensure consistency as a whole.
Symbol
Symbol
Logo
Logo Slogan
BRAND COMPOSITION
The following grid encompasses the modular basis that the brand is based on. It is imperative that the brand is reproduced respecting this proportionality. It will also serve to register distortions in the logo over time.
x
7x
12x
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SECURITY ZONE
In order to maintain brand integrity and its correct visualization, the minimum security margins must be respected. The rest of the graphic elements that coexist with the brand cannot invade this security zone. Improper use of these distances will affect visibility and the ultimate effectiveness of communication.
2x
MINIMUM REPRODUCTION SIZE Offset
Serigraphy
Digital
15mm
18mm
100mm
25mm
30mm
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C O R P O R AT E C O L O R S
Color is one of the most important communication tools in the design of any brand. The color information is easily associated with different values, emotions and sensations. It is also an easily recognizable element and thus is easy to remember over a long period of time. Below, we describe the brand colors and their respective four color matches and web colors.
PANTONE: 456 C CMYK: 0, 15, 85, 28 RGB: 172, 145, 42
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PANTONE: 2767 C CMYK: 100, 95, 36, 32 RGB: 26, 35, 86
PANTONE: 7604 C CMYK: 7, 14, 12, 0 RGB: 234, 216, 212
C O R P O R AT E T Y P O G R A P H Y
Proper selection of typography will provide a number of features to the brand identity such as good readability, fast brand recognition or clear brand recall in the minds of consumers. Ariab Mining Company’s corporate typeface family is Liberation Sans. For use in all internal communication, signage and external communication. This typeface was chosen because it is clear, modern and easy to read.
Main Typography - Liberation Sans Regular
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ( !?@#%&/$,.,;:)
Secondary Typography - Liberation Sans Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 ( !?@#%&/$,.,;:)
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S TA N D A R D S F O R C O R R E C T B R A N D U S A G E
To avoid undesirable results in the implementation of the Ariab brand, a set of generic standards must be followed. The value of a brand depends largely on the disciplined application thereof. In order not to weaken the brand’s visual message it is essential that counterproductive effects be avoided in its application. Disorderly use of the visual identity creates confusion and negatively impacts the brand’s profile and the public’s perception of its value and services. The correct order and use of the logo ensures a perfect transmission of the hierarchy within the entire image of the corporate structure.
CORRECT VERSIONS Whenever possible, the brand’s main version will be used. In the case that this is not possible due to technical reasons, the black and white versions will be used.
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Main version
Negative of main version
Black and white version
Negative of black and white version
C O R R E C T A P P L I C AT I O N S Maximum visibility, legibility and contrast must be ensured in all applications. If the logo is to be applied over non-corporate backgrounds or photos, it must be applied in black and white depending on the brightness of the background.
Non-corporate dark background color
Non-corporate light background color
Dark photographic background
Light photographic background
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I N C O R R E C T A P P L I C AT I O N S
The logo has measures and relative proportions that are determined by the criteria of composition, hierarchy and functionality. In no case will modifications of sizes and proportions be made.
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Incorrect color application
Deformation
Concealment
Changes in the distribution of elements
Incorrect spacing
Incorrect typography
Erasing elements
Incorrect sizes
TEXTUAL EXPRESSIONS
When the Ariab brand is typed, it must be written as shown in the example.
Correct expression Example of how to write the Ariab brand.
Incorrect expression Example of how not to write the ariab brand.
Incorrect expression Example of how not to write the ARIAB brand.
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B R A N D A P P L I C AT I O N S
To avoid undesirable results in the implementation of the Ariab brand across the different platforms, a series of generic standards must be followed. The correct order and use of the logo ensures a perfect communication of the hierarchy within the entire image of the corporate structure.
C O R P O R AT E S TAT I O N E RY - B U S I N E S S C A R D S
55mm
85mm
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C O R P O R AT E S TAT I O N E RY - L E T T E R S A N D M E M O C A R D S
297mm
210mm
100mm
210mm 22
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C O R P O R AT E S TAT I O N E RY - P O C K E T F O L D E R S
310mm
440mm
220mm 24
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C O R P O R AT E S TAT I O N E RY - E N V E L O P E S
110mm
220mm
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C O R P O R AT E S TAT I O N E RY - E N V E L O P E S A 4
324mm
229mm
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E L E C T R O N I C S I G N AT U R E
John Haines + 249 183 770 127 jh@ariab.com
206px
764px
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