COOPER PRECISIO N CO M PA NIES BRAND BOOK
2020
LA ST UPDATED: June 30th/2020
COOPER PRECISION COMPANIES
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Introduction These are our brand guidelines that explain how to use the Cooper Precision brand and identity features with confidence and clarity. These guidelines demonstrate the flexibility within our brand and should be used to inspire and motivate creative expressions. Our entire brand style creates a clear framework for what makes us The Cooper Precision Companies.
INTRODUCTION
TYPOGRAPHY TYPOGRAPHY COOPER PRECISION COMPANIES
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content BRAND ESSENCE
06
GRAPHIC APPLICATIONS
01 02
LOGO
07
PHOTOGRAPHY STYLE
03
TYPOGRAPHY
08
GRIDS AND LAYOUT
04
COLOR PALETTE
09
TONE OF VOICE
05
KEY VISUAL
CONTENT
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THE COOPER PRECISION COMPANIES
“We believe tools are anything that can extend our thought, reach, and vision to overcome the challenges ahead.” NORMAN COOPER
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BRAND BOOK
1. BRAND ESSENCE
BRAND
ESSENCE
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manifesto the cooper way We come from a proud heritage of toolmakers, 60 years in the making. Energy runs through our veins. We believe that tools are anything that can extend our though, reach and vision to overcome the challenges ahead. We believe toolmakers should create things and experiences that add value to peoples lives. We believe that tradition and innovation can, not only live together, but thrive when combined with each other. We believe in doing things very, very, well‌ or we’d rather not do them at all. We focus on the user and believe the rest will follow. When we commit, we deliver. We rely on team members and partners who uphold these values and empower them to drive innovation. BRAND
ESSENCE
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vision To be a world-class investment institution that creates valuable tools for future generations, and to become the preferred partner of choice for investors and other stakeholders.
BRAND
ESSENCE
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VALUES The Company started as a Company that built tools and heavy machinery therefore PRECISION became the most important word, that is why it is not a value, it our name. Machines have to be calibrated in nano scales for them to fit and work.
INDUSTRIAL
HERITAGE
We are both history and history in the making.
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ESSENCE
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CHARMING
EXCELLENCE
We treat our small and big stakeholders with a smile and open arms.
We are passionate about achieving the highest standards of quality.
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ESSENCE
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AGILITY
TRUSTWORTHY
We quickly adapt to our costumer’s needs by overcoming all obstacles and taking risks to deliver products that surpass their expectations.
We build lasting relationships by following through on what we say we will do and when we say we will do it.
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ESSENCE
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BRAND ARCHETYPE THE
SAGUE
Our consumers better understand the world by providing them practical information, expert advice, and analysis with a knowledgeable, assured, and guiding brand voice. THE
HERO
Our brand voice should convey our grit and determination, empowering our audience to succeed, grow, and realize their full potential.
BRAND
ESSENCE
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history Efraim, born in what is nowadays Ukraine (at that time Romania) studied and worked as an assistant in a metalworking workshop as a young man. He showed from a young age that he was an excellent operator, but Efraim had an eye for design; he could take projects from an idea to reality. When war broke out at the end of the 1930s, Efraim, like so many Jews faced regimes of persecution, hunger, and war. Eventually, together with his wife Fanny and daughter Ilana, he got the opportunity to emigrate to Canada, where Efraim opened his first business, opening a metalworking workshop called Machine- Craft in the garage of the house his sons Norman and Steven were born. Arriving in Canada, he decides to change his name to Frank Cooper.
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ESSENCE
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Part of his wife’s family had managed to reach Venezuela during the 50s, and by 1964, after several successful business trips to Caracas, Frank decided to emigrate again. Here he founded and flourished Compañía Venezolana de Maquinaria (COVEMA), providing metalworking, manufacturing, repairs, and other services for the automotive, paper, and production industry in Venezuela. Customers, marveling at the quality of work and Frank’s charming personality, filled COVEMA’S workbooks and famously competed to try to keep him busy at the workshop. So much so that people didn’t call it COVEMA. But instead asked for “Frank Cooper.” That’s when they decided to make a change of brand and call the FRANK COOPER PRECISION workshop.
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OUR 1960´S LOGO
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ESSENCE
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BRAND BOOK
2. LOGO
LOGO
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logo
CONCEPT As an organization, we wanted to get back to our industrial roots; the new logo is less literal in its industrial references. Yet, it is inspired by the badge that Frank Cooper had in the storefront during the 1960s. To honor our history is our goal for the next chapter in our company’s history. We are committed to restoring the Cooper identity to a proud and prominent place, and this classic logo will connect our legacy with a dignified future for our organization members, our partners, and for our clients.
LOGO
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logo CONSTRUCTION MAIN
S Y M B O L:
Our main icon reflects the company’s robust and industrial-rich heritage with the shape of a precision industrial blade formed by four sturdy pitch copper square bars that give the symbol a movement that brings it into the future. 4 5.5 º: Just like in our projects, our logo is measured with precision.
CONNECTION
TO
THE
P A S T:
The new logo maintains a connetion to the company’s first logo while offering a fresh take on it for the future.
CHARM: The curvature makes our logo a friendlier one. MONOGRAM: Monograms are one of the oldest forms of identification.
LOGO
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logo CONSTRUCTION
SANS
SERIF
CP
FONT
The typeface of our logo is custom-designed to communicate our Cooper Precision values. The font’s design is a thinner, more rounded version of Big Noodle Titling with a precise 45.5 degree cut at the end of our C’s E’s and S’s.
LOGO
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LOGO
SIZING
USAGE Minimum full logo size. CLEAR
SPACE
5 cm/ 141.73 px
Minimum printing full logo size.
4 cm / 113.39 px
Minimum icon size. 1 cm / 28.35 px LOGO
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LOGO variations
ADD
ENERGY
TECHNOLOGY
LOGO
VERSION
HORIZONTAL
VERSION
LOGO
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LOGO DONT´S Do not alter Cooper Precision’s logo in any way other than those previously stated. Always use the complete digital artwork provided by Cooper Precision Companies.
Don’t mix different colors within the logo.
Don’t scale the different logo elements differently than indicated.
Don’t use our logo without it’s main icon.
Don’t change the order of the logo elements.
Don’t use the logo using outlines on the font.
Don’t include other graphics elements.
LOGO
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logo USAGE
DIGITAL
APPLICATIONS
Our logo is primarily used on green. When the light grey background is used for screens, use a dark green version of the logo.
APPLICATIONS
For both the dark green and ligh gray background use a copper version of the logo with a metallic finish, if there is no metallic finish available use the dark green version on the light gray background or a light gray version on a dark green background. LOGO
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co-branding
= X
U SE: We constantly present two brands together since our companies should be presented next to our CP logo whenever necessary. Because each brand constitutes a set of promises that people associate with the company. Care must be taken to ensure that we are not misrepresenting the product or service of either brand, causing confusion to the market, or more important – the end customer.
4 X
1 X
Aligned through the centre.
1 X
LOGO
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BRAND BOOK
3. TYPOGRAPHY
TYPOGRAPHY
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PRIMARY TYPEFACE
BIG NOODLE TITLING The Big Noodle Titling type is industrial in essence with a contemporary treatment, a robust work-a-day typeface subservient to the message, just like our company.
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SECONDARY TYPEFACE
LEKTON To heighten our industrial heritage value we chose the Lekton font. The style of the typography was inspired by the typography used in the Olivetti typewriters in the beginning of the 1900’s in Ivrea, Italy.
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Text Hierarchy
50 pt
Tittles Quotes
24 pt
Subtitles Highlighted words within body text
LEKTON REGULAR
24 pt
Body text
LEKTON ITALIC
24 pt
Body text
BIGNOODLE TITLING LEKTON
BOLD
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BRAND BOOK
4. COLOR PALETTE
COLOR
PALETTE
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COLOR PALETTE COLOR
PALETTE
USES
Color is an instantly recognizable and important element for Cooper Precision. Our current colors are inspired by the colors used since the beginning of our company in the 1960’s. Applying Cooper Precision’s core color palette will help create strong visual communication in everything from product UI to illustration and iconography. For the most part, the three core colors should be all you need. If you do need additional colors for your project, you can use tones than correspond to our values to help you balance primary and supporting palettes.
DARK
GREEN
PANTONE: 3302U
R:0 G:43 B:42
#002b2a COOPER
COPPER
PANTONE: 875C
R:178 G:105 B:80
#b26950 LIGHT
GREY
PANTONE: 2330C
R:227 G:219 B:217
#e3dcdb
C:000 M:000 Y:000 K:000
C:91 M:79 Y:62 K:97
R:238 G:181 B:142
#eeb58e
C:5 M:35 Y:46 K:0
C:94 M:54 Y:62 K:72 COLOR
PALETTE
hm
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Variations on the Cooper Precision colors, of both higher and lower intensity, should be used in situations in which the official colors would be formally ineffective.
COLOR PALETTE
100%
DARK
100%
100%
GREEN
Is deeply ingrained in our company’s culture and has served as a critical identifier since the late 1960s. It is the most appropriate base or accent color for projects originating from the company since it inspires trust and vitality. METALLIC
80%
80%
80%
60%
60%
60%
Is our highlight because it is associated with industrial manufacturing to inject an understated glamor into our projects. Being closely related to brown and red, our metallic copper perfectly complements our dark green creating a dramatic yet complementary result. LIGHT
40%
40%
40%
20%
20%
20%
COPPER
GRAY
Is to be used when the viewer’s eyes need some rest from our two primary colors during a presentation or in web design. We combine it with our dark green to generate contrast, which makes texts more comfortable to read when a document or design contains lots of wording. COLOR
PALETTE
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BRAND BOOK
5. KEY VISUAL
KEY
VISUAL
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KEY
VISUAL
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key visual
CONCEPT Our custom made collage showcases over 60 years of progress and excellence that has evolved from precision machining and tool making into an energy technology and project development firm charmingly. The retro-industrial aesthetics successfully communicate our values while it’s content delivers the variety of industries our firm is a part of.
KEY
VISUAL
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key visual applications
COLLAGE
USES
We designed our collage to make different concepts and ideas related to our business more charming and explicit. It can be used either wholly, when referring to the company as a whole or be taken apart when relating to specific industries, services, and parts of our organization.
KEY
VISUAL
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BRAND BOOK
6. GRAPHIC APPLICATIONS
GR APHIC
APPLIC ATIO NS
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BRAND BOOK
7. PHOTOGRAPHY STYLE
PHOTOGRAPHY
STYLE
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Photographic treatments
GRAY
SCALE
When using gray scale brightness industrial
PHOTOGRAPHY
photography, use the photo in and try to highlight metallic when possible highlighting our heritage.
PHOTOGRAPHY
STYLE
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Dark green tinted photography
Gray Scale photography
Dark Green filter: 80% opacity
+
=
PHOTOGRAPHY
STYLE
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BRAND BOOK
8. GRIDS AND LAYOUT
GRIDS
AND
LAYOUT
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grids and layout
Text dense.
Half image, Half text 1.
Half image, Half text 2.
Full Image.
GRIDS
AND
LAYOUT
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grids and layout
Half text, 2 images.
Cover.
Second cover.
Quotes.
GRIDS A ND LAYOUT
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BRAND BOOK
9. TONE OF VOICE
TONE
OF
VOICE
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tone of voice WE
ARE
STRONG
We communicate strength when talking about our operations, using the decades of experience to back our arguments and financially by building upon our previous successes and based on the legacy and traditions of our family. WE
ARE
KNOWLEDGEABLE
We establish ourselves as trusted industry leaders by taking a highly qualified technical approach that will appeal to our partners. We know all the terms related to what we do; from the parts of precision industrial blades and cutters, to the most updated nomenclature related to cutting the edge technology used in our projects. TONE
OF
VIOCE
COOPER PRECISIO N CO M PA NIES Brand Book
2020
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