© 2018 Swiff-Train Company. All Rights Reserved.
design and brand guidelines MORE THAN 75 YEARS OF SERVICE.
CONTACT Address
Phone & Fax
Online
Swiff-Train Headquarters 2500 Agnes St. Corpus Christi, Texas 78405-1618 United States
Phone: 361-883-1706 Fax: 361-883-9653
Email 1: Marketing@swiff-train.com Email 2: ElisePerry@swiff-train.com Website: www.swiff-train.com
swiff - train company
design and brand guidelines
Swiff-Train Company Corporate Brand Guidelines Version: v1 // 2018
table of contents section 0 | introduction
page 4
section 1 | corpor ate logo
page 6
section 2 | corpor ate typogr aphy
page 10
section 3 | corpor ate color system
page 14
section 4 | corpor ate stationery
page 18
section 5 | logo placement
page 22
section 6 | grid systems
page 24
section 7 | corpor ate images
page 30
section 9 | iconogr aphy
page 34
THE INTRODUCTION
section 0 introduction
Swiff-Train Company // Corporate Brand Guidelines
the design guidelines These guidelines describe the visual and verbal elements that represent Swiff-Train Company´s corporate identity. This includes our name, logo and other elements such as color, type and graphics. Sending a consistent and controlled message of who we are is essential to presenting a strong, unified image of our company. These guidelines reflect Swiff-Train Company´s commitment to quality, consitency and style. The Swiff-Train brand, including the logo, name, colors and identifying elements, are valuable company assets. Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Swiff-Tr name and marks.
Swiff-Train Company // Corporate Brand Guidelines
The Logo Introduction Clearspace and computation The Logo Application The Logo Size
section 1 corpor ate logo
logo introduction Our Logo is the key building block of our identity, the primary visual element that identifies us. The signature is a
combination of the the symbol itself and our company name – they have a fixed relationship that should never be changed.
the full logotype Swiff-Train Masterbrand or Corporate Logo comprises two elements, the logo symbol and logo type. The Logo Symbol is a diamond shape evoking the culture of quality services - the connection between the strength of performance and the different points that influence. It has a particular relationship with the Swiff-Train name. The Logo Type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is DDT
Swiff-Train Company // Corporate Brand Guidelines
Extended SemiBold and has also been chosen to compliment and balance perfectly with the logo symbol. The corporate logo is presented through the use of color as well as shape and form. The corporate colors are different shades of blue and white. It is a fresh and appealing blend of colors chosen for their strong combination - modern classic - timeless. The colors selected are contestant with our international standards as shown below and are easily implemented.
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the logotype
2
1
1) The Logo Symbol Consists of a diamond element evoking the culture of consistant and quality services and the SwiffTrain “ST� combined to form one united logo mark. 2) The Logo Title Carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters in black and gray. The font that is used here is DDT Extended SemiBold. This font is for the logo only and should not be used for any body copy.
1) the general logo The main logo is the horizontal version to be used on a white backround. For darker backrounds you will find an alternative below.
logo dark version
logo light version
3) The Logo Dark Version will be used only when the backround color is completely white. 4) The Logo Light Version will be used when the backround is colored. Recommended formats are: .eps | .ai | .png | .jpg | .tiff
3
4
Attention: Use of any stylized, animated, hand drawn or other versions of a inofficial logo is not permitted. This undermines the logo system and brand consistency. Please consult with Swiff-Train Trademark Licensing if you have any questions or need further help.
Swiff-Train Company // Corporate Brand Guidelines
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logo construction, clearspace and computation It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can
0.5 x
be positioned in relation to the mark of the the symbol itself and our company name – they have a fixed relationship that should never be changed in any way.
0.5 x
0.5 x
x
1.5 x
0.5 x
clearspace Full Logo Definition Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
Swiff-Train Company // Corporate Brand Guidelines
Computation To work out the clearspace take the height of the logo and divide it in half. (Clearspace = Height / 2).
1
/2 x
1
/2 x
/2 x
1
/2 x
x
1
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application on a background
logo a
Colored Version
logo b
logo c
Colored Version
logo d
Colored Version
Colored Version
minimum logo sizes
20 mm
5 mm
30 mm
10 mm
Logo Symbol Minimum Size: 5 mm x 5 mm
40 mm
9.5 mm
Full Logo Minimum Size: 20mm x 3.33 mm
Swiff-Train Company // Corporate Brand Guidelines
The Corporate Fonts Primary Font Secondary Font Font Hierachy
section 2 corporate typography
the corpor ate fonts and typogrhy the corporate typography Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all SwiffTrain communications. We have selected Schnebel Sans Pro and Helvetica Neue for instances when the former is
Swiff-Train Company // Corporate Brand Guidelines
unavailble. When using this font in caps for headlines (as shown throughout this book) the text must first be set all lowercase, then set the headline text in all small caps. These choices will help inject consistancy and simplicity into the entire Swiff-Train communications, as the offical corporate typefaces.
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primary corpor ate font primary font: schnebel sans pro designer: volker schnebel, 2016
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SCHNEBEL SANS PRO Bold
N O P Q R S T U V W X Y Z
the font
Schnebel Sans represents the optimal design of a contemporary grotesque that perfectly unites dynamics with statics. For copy text the typefaces are very legible, neutrally and remain in the background, but despite this generate the necessary tension when set as headlines.
a b c d e f g h i j k l m n o p q r s t u v w x y z Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
The scripts include small caps and various figure sets.This big range of styles from Thin to Black and from Compressed to Expanded offer many possibilities for design and fulfill all requirements for a professional use.
a b c d e f g h i j k l m n o p q r s t u v w x y z Figures
type examples montserrat
A B C D E F G H I J K L M
Special Characters
0
1
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9
0
! “ § $ % & / ( ) = ? ` ; : ¡
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« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç √ ~ µ ∞ … – ≤ < > ≥ ˘ › ‹ ◊
Swiff-Train Company // Corporate Brand Guidelines
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primary corpor ate font primary font: helvetica neue designer: max miedinger
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HELVETICA NEUE Bold
N O P Q R S T U V W X Y Z
the font The Helvetica® (Latin for Swiss) has the objective and functional style which was associated with Swiss typography in the 1950s and 1960s. The font is perfect for international correspondence: no ornament, no emotion, just clear presentation of information. Helvetica font is still one of most popular sans-serif fonts.
a b c d e f g h i j k l m
n o p q r s t u v w x y z Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m
Helvetica Neue is available in eight weights (Condensed Bold, Condensed Black, UltraLight, Thin, Light, Regular, Medium, Bold) and italic styles.
n o p q r s t u v w x y z Figures
type examples montserrat
A B C D E F G H I J K L M
Special Characters
0
1
2
3
4
5
6
7
8
9
0
! “ § $ % & / ( ) = ? ` ; : ¡
“
¶
¢
[
]
|
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« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘ æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç √ ~ µ ∞ … – ≤ < > ≥ ˘ › ‹ ◊
Swiff-Train Company // Corporate Brand Guidelines
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typeogr aphy and text hier archy Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text
context text and inner headlines
Caption Text
for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for Swiff-Train layouts.
Swiff-Train Schnebel Sans Pro Regular 6 pt Type / 9 pt Leading
headlines and typobreaks
Copy Text
Swiff-Train Schnebel Sans Pro Regular 8 pt Type / 11 pt Leading
Headlines Copytext
swiff-train
Sublines Sections
swiff-train
Big Headlines and Title
Schnebel Sans Pro Regular - Small Capital Letters 11pt Type / 12pt Leading / Tracking set to 25
Schnebel Sans Pro Bold - Small Capital Letters 11pt Type / 11pt Leading / Tracking set to 50
swiff-train
Schnebel Sans Pro Bold - Small Capital Letters 26pt Type / 30pt Leading / Tracking set to 25
Swiff-Train Company // Corporate Brand Guidelines
The Corporate Colors Primary Color System Secondary Color System
section 3 corporate color system
the primary color system and color codes the color system Color plays an important role in the Swiff-Train's corporate identity. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the color scheme. Consistent use of these colors will
Swiff-Train Company // Corporate Brand Guidelines
contribute to the cohesive and harmonious look of the SwiffTrain brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent.
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primary color system
primary color navy
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Explanation: Swiff-Train Company has four official colors: Navy, Black, and Bright Blue. These are the colors that will become a recognizable identifier for the company.
color codes CMYK : Pantone : HSB : RGB : Web/HEX :
Usage: Use them as the dominant color palette for all internal and external visual presentations of the company.
100 100 0 67 2757 C 240 100 33 0 0 85 #000055
color tones 100 %
80 %
60 %
40 %
20 %
primary color bright blue
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color codes CMYK : Pantone : HSB : RGB : Web/HEX :
98 48 0 44 7686 C 209 98 56 3 75 143 #034B8F
color tones 100 %
80 %
60 %
40 %
20 %
Swiff-Train Company // Corporate Brand Guidelines
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the secondary color system and color codes secondary color muted blue
secondary color system
Explanation: The Secondary colors are complementary to our official colors, but are not recognizable identifiers for SwiffTrain company. Secondary colors should be used sparingly, that is, in less than 10 percent of the palette in one piece. Usage: Use them to accent and support the primary color palette.
Tones
CMYK : Pantone : HSB : RGB : Web/HEX :
98 48 0 44 7686 C 209 98 56 3 75 143 #034B8F
color codes
Tones
CMYK : Pantone : HSB : RGB : Web/HEX :
20 14 0 19 C 222 20 81 165 178 207 #A5B2CF
color codes
Tones
CMYK : Pantone : HSB : RGB : Web/HEX :
16 0 0 12 C 180 16 88 188 224 224 #BCE0E0
color codes
Tones
CMYK : Pantone : HSB : RGB : Web/HEX :
0 5 17 9 C 42 17 91 232 220 193 #E8DCC1
color codes CMYK : Pantone : HSB : RGB : Web/HEX : Tones
Swiff-Train Company // Corporate Brand Guidelines
0 14 16 2 C 7 16 98 250 215 210 #FAD7D2
colors are one of the most important things to tr ansfer a br and to the customers.
Swiff-Train Company // Corporate Brand Guidelines
The Company Letterhead The Company Business Cards The Envelope
section 4 corporate stationery
Swiff-Train Company // Corporate Brand Guidelines
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the company letterhead swiff-train comapny letterhead
Explanation: This shows the approved layouts with the primary elements of the Swiff-Train Company stationery system for the front- and backside of the letterheads. Usage: The letterhead will be used for all official communication that is going out of Swiff-Train.
parameter Dimensions 8.5 x 11in US Letter Weight 120g/m | 80lb Text | 33lb Bond Uncoated white
Swiff-Train Company // Corporate Brand Guidelines
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the company business cards the company business cards
Frontside
Explanation: This shows the approved layouts with the primary elements of the Swiff-Train's stationery system for business cards. Usage: The business cards will be used for all official contact and communication of Swiff-Train. Insert the Swiff-Train letterhead and send your documents throughout the world.
parameter Dimensions 85 x 55 mm Weight 400g/m Uncoated white Weight 120g/m Uncoated white Print CMYK
Swiff-Train Company // Corporate Brand Guidelines
Backside
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the company envelope the company envelope
Explanation: This shows the approved layout with the primary elements of the Swiff-Train's stationery system for envelopes.
PARAMETER Dimensions 220 x 110 mm
Frontside
Weight 400g/m Uncoated white Print CMYK
Backside
Swiff-Train Company // Corporate Brand Guidelines
MORE THAN 75 YEARS OF SERVICE.
Address Swiff-Train Headquarters 2500 Agnes St. Corpus Christi, Texas 78405-1618 United States