KÖSZ CORPORATE IDENTITY MANUAL
Kulturális Örökségvédelmi Szakszolgálat
www.kosz.gov.hu
KÖSZ CORPORATE IDENTITY MANUAL Introduction
Introduction The way in which Kulturális Örökségvédelmi Szakszolgálat (KÖSZ) presents itself to the public through signs, publications, advertising, computer-based promotional material, and stationery, influences the image that people form of the organization. This influence is strongest if we always show the organization in a consistent way. Published standards are essential for providing consistency in our diverse organization. This manual provides those standards in a manner which will make sure that a strong corporate identity is maintained. The aims of the corporate identity are: • to create a single, consistent, and clear visual identity for KÖSZ; • to project the organization as a professional, reliable, and contemporary organization; and • to standardise the organization’s visual presentation in a number of applications, thereby increasing efficiency and consistency of the image projected. It is important that the manual be strictly followed, especially in regard to the use of the KÖSZ logo. Any questions, special requirements, or requests by outside organizations to use the logo must be referred to the Marketing Manager. The corporate identity program will help KÖSZ build a strong, readily recognisable, wellrespected image in the community.
1.0
KÖSZ CORPORATE IDENTITY MANUAL General use
1.1
General use of this manual The purpose of the Corporate Identity Manual is to ensure that the visual design elements of the Kulturális Örökségvédelmi Szakszolgálat are applied correctly in all media in which the organization is identified. It is important that all the basic rules set out in the manual are followed so that the design elements are applied consistently. The manual contains two parts. These are:
Part A: Visual Design Elements Typography Colours Logo and Organization Name
Part B: Aplication Standards Stationery Publications Signage The user of this manual will need to refer to Part A for rules concerning each design element and Part B to identify the design elements that are appropriate to a particular application.
Typography 2 Colours 3 Logo and Organization Name 4 Stationery 5 Publications 6 Signage 7
KÖSZ CORPORATE IDENTITY MANUAL Typography
Garamond Premier Pro, Regular and Semibold typefaces are the organization’s standard and should be used for all signage and stationery. Times may be used as an alternative. For lengthy letters, reports or other documents the following alternatives are suitable: • • •
Times Arial Palatino
The consistent use of these typefaces is important to the overall identification of KÖSZ.
2.0
KÖSZ CORPORATE IDENTITY MANUAL 3.0
Corporate colors
KÖSZ primary colors The KÖSZ corporate color is deep red (PMS 1815) An additional three colors are defined to support the corporate deep red for various purposes. The Pantone Matching System (PMS) is used to specify colors for printing purposes. PMS 1815 PMS Warm Grey 11 PMS Warm Grey 2 PMS 3165
= = = =
CMYK; 0,90,100,51 CMYK; 0,17,34,62 CMYK; 0,2,5,9 CMYK; 100,0,28,65
For digital use the following color codes shall be used. PMS 1815 PMS Warm Grey 11 PMS Warm Grey 2 PMS 3165
PMS Warm Grey 11
PMS Warm Grey 11
Where not possible the following CMYK color codes shall be used. PMS 1815 PMS Warm Grey 11 PMS Warm Grey 2 PMS 3165
PMS 1815
= = = =
Websafe RGB; 8A2003 Websafe RGB; 7D6A55 Websafe RGB; E9E3DB Websafe RGB; 00535E
PMS Warm Grey 2
PMS Warm Grey 2
PMS 3165
KÖSZ CORPORATE IDENTITY MANUAL 4.0
Logo – Positive and Reverse
Positive The KÖSZ logo is a copyrighted trade mark and its use by any outside organization is subject to the approval of the Marketing Manager. The KÖSZ logo is the only logo to be used to represent the organization; sub-centres of the organization are not permitted their own logos. It is important that the logo is always used correctly. The method shown in the manual is to be carefully followed. The KÖSZ logo is not to be smaller than 12.5mm on printed publications. Other specialist applications that require the logo to be smaller than this must be approved by the Marketing Manager. Wherever practical, the standard color should be adhered to. The KÖSZ logo is never to be typeset, drawn manually or using computer graphics. It must be reproduced from an approved computer file printed through a high-quality printer. Only digital files supplied by the Marketing Department should be used. Care should be taken not to distort the logo when sizing digital versions. Wherever possible, the logo and the name of the organization should be used as a unit – See section 4.2. The logo should preferably be used without the organizations name attached. Where it is used on material for distribution outside Hungary and it is not possible to use the organizations name in text nearby, the version of the logo with the organizations name in english attached should be used.
Reverse
KÖSZ CORPORATE IDENTITY MANUAL 4.1
Logo – Minimum background
1A 1A
H = 5A
H = 5A
1A
1A
The Minimum Background Area is to be left free of any matter. This area is defined by the broken line. The area to be left free extends to 1/5th of the logo height (A) on all sides of the logo.
KÖSZ CORPORATE IDENTITY MANUAL Logo and organizations name
When used with the logo, the organizations name must be used in three lines positioned either left or right of the logo and as a composite graphic with the logo, maintaining its proportion to and spacing from the logo. If design parameters do not permit this, one of the applications shown in sector 4.3 may be used. The organizations name should not be typed separately, and must never appear with the logo in any font other than Garamond Premier Pro Regular. Digital versions of the logo with and without words are downloadable from the organizations web site, www.kosz.gov.hu Care should be taken not to distort the logo when sizing digital versions. The name of the organization or Sub-divisions may be added below ‘Kulturális Örökségvédelmi Szakszolgálat’ in Garamond Premier Pro Regular, sized to match the organizations name. Only approved organization sub-divisions are permitted to use their name in the same style and size as the organizations name directly under the logo instead of the organizations name. Individual logos for sub-divisions etc are not permitted. See sections 4.5 and 4.6 for examples of unacceptable uses of the logo.
4.2
KÖSZ CORPORATE IDENTITY MANUAL Logo and organization name - Variations
Version 1. Variations of the logo with the organizations name may be used for forms and other specialist applications approved by the Marketing Manager. Version 1. To be used in publications where design restrictions do not permit the organization name to be placed left of the logo.
Version 2. Version 2. To be used on covers of printed publications and internet sites only.
Kulturális Örökségvédelmi Szakszolgálat
4.3
KĂ–SZ CORPORATE IDENTITY MANUAL Logo and organization name - International Variations
Version 1. Variations of the logo for use in publications outside Hungary.
Version 2.
Hungarian Cultural Ministry Version 3.
Hungarian Cultural and Heritage Specialist Organization
4.4
KÖSZ CORPORATE IDENTITY MANUAL Logo and organization name - Unacceptable uses
Unacceptable uses of the KÖSZ logo.
Wrong color
Wrong minimum background
Wrong color
Wrong KÖSZ typeface
logo is disordered
Logo is disordered
Logo should be solid
Logo is disordered
4.5
KĂ–SZ CORPORATE IDENTITY MANUAL Logo and organization name - Unacceptable uses
Wrong color
Wrong placing of name and logo
Wrong placing of name and logo and wrong minimum background
Wrong Inverse
4.6
KÖSZ CORPORATE IDENTITY MANUAL 5.0
Stationary - Letter paper A4 (210 x 297 mm)
1036 Budapest Dugovics Titusz tér 13-17. telefon: +36 1 430 6000 +36 1 430 6012 fax: email: info@kosz.gov.hu www.kosz.gov.hu
KÖSZ CORPORATE IDENTITY MANUAL 5.1
Stationary - Fax form (210 x 297 mm)
A KÖSZ fax template should be installed on KÖSZ employees computers as part of the organization’s standard operating environment.
FROM
TO
Name
Name
Position
Position
Address
Company
Phone
Fax
Fax
No. of pages (incl this page) Date
1036 Budapest Dugovics Titusz tér 13-17. telefon: +36 1 430 6000 +36 1 430 6012 fax: email: info@kosz.gov.hu www.kosz.gov.hu
KÖSZ CORPORATE IDENTITY MANUAL 5.2
Stationary - Memo (210 x 297 mm)
A KÖSZ memo template should be installed on KÖSZ employees computers as part of the organization’s standard operating environment.
To From Date Subject
1036 Budapest Dugovics Titusz tér 13-17. telefon: +36 1 430 6000 +36 1 430 6012 fax: email: info@kosz.gov.hu www.kosz.gov.hu
KÖSZ CORPORATE IDENTITY MANUAL Stationary - DL Envelope (220 x 110 mm)
1036 Budapest Dugovics Titusz tér 13-17.
5.3
KÖSZ CORPORATE IDENTITY MANUAL Stationary - B4 Envelope (353 x 250 mm)
1036 Budapest Dugovics Titusz tér 13-17.
5.4
KÖSZ CORPORATE IDENTITY MANUAL 5.5
Stationary - Business cards (90 x 50 mm)
Kulturális Örökségvédelmi Szakszolgálat 1036 Budapest Dugovics Titusz tér 13-17. telefon: +36 1 430 6000 +36 1 430 6012 fax: mobil: +36 xx xxx xxxx email: xxxxx.xxxxx@kosz.gov.hu www.kosz.gov.hu
Name
Title
KÖSZ CORPORATE IDENTITY MANUAL Stationary - Report cover (210 x 297 mm)
The report cover is for use on bound documents and proposals. Kulturális Örökségvédelmi Szakszolgálat
www.kosz.gov.hu
5.6
KÖSZ CORPORATE IDENTITY MANUAL Stationary - Standard KÖSZ folder (218 x 310 mm (folded))
Kulturális Örökségvédelmi Szakszolgálat
www.kosz.gov.hu
Folded view showing pocket on the inside Kulturál is Örökség véd
elmi Sza
kszolgála t
www.
kosz.go
v.hu
5.7
KÖSZ CORPORATE IDENTITY MANUAL 6.0
All KÖSZ publications for external distribution should maintain a clear visual identity as being representative of the organization, and should follow design guidelines determined in advance through a brief agreed with the Marketing Manager. Design, editorial and printing standards should be appropriate to the target market and the organization’s position as one of Hungary’s leading cultural institutions.
Kulturális Örökségvédelmi Szakszolgálat Vol. 21, september 2007
Mast head
Publications internal and external
Hírlevél
Descriptive image
All publications should feature the KÖSZ logo prominently on the front page or front cover, and publications for distribution outside Hungary should use the version of the logo incorporating the English name underneath. If this is not possible the organization name should appear prominently in the title or the opening paragraph of the publication in a manner that makes it immediately clear what the ‘KÖSZ’ in the logo stands for.
KÖSZ CORPORATE IDENTITY MANUAL 6.1
Brochures and Newsletters etc
Whenever possible brochures should be produced as part of a family of the organization, publications using common design themes, typography and layout. The KÖSZ logo and colors should be incorporated prominently in the masthead of all newsletters etc for distribution outside the organization.
Newsletter mast head
Kulturális Örökségvédelmi Szakszolgálat september 2007
Hírlevél
Project mast head
Kulturális Örökségvédelmi Szakszolgálat september 2007
Chruches and monasteries in Hungary
Annual Report mast head
Kulturális Örökségvédelmi Szakszolgálat 2007
Annual Report
Newsletter mast head
Kulturális Örökségvédelmi Szakszolgálat september 2007
Comercial Activities
KÖSZ CORPORATE IDENTITY MANUAL Electronic publishing - Internet Site
The KÖSZ logo should be used prominently in all digital media being distributed outside the organization. It should be used in red (PMS 1815) or the closest on-screen representation obtainable. PMS 1815 PMS Warm Grey 11 PMS Warm Grey 2 PMS 3165
= = = =
Websafe RGB; 8A2003 Websafe RGB; 7D6A55 Websafe RGB; E9E3DB Websafe RGB; 00535E
6.2
KÖSZ CORPORATE IDENTITY MANUAL Signage - Entry
An entry sign, finely carved in wood to symbolise the function of KÖSZ, should be placed above the entry. The sign is 75x75 cm and is to be illuminated from behind at night.
7.0
KÖSZ CORPORATE IDENTITY MANUAL 7.0
Signage - Departments
Signs are situated outside all entry’s with descriptive text. These signs are 250x100 mm and printed on vinyl which are mouted onto aluminium plates.
Financial Department
John Doe Archaeologist
KÖSZ CORPORATE IDENTITY MANUAL 7.0
Signage - Vehicles
KÖSZ vehicles are identified by the KÖSZ logo and deseign elements on labels applied to both sides of the vehicle. Kulturális Örökségvédelmi Szakszolgálat
Kulturális Örökségvédelmi Szakszolgálat