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Introduction
Corporate identity is the single most powerful visual communication that a business has. It must be carefully developed and accurately managed in order to achieve maximum impact. It reflects company philosophy and stature within its market. The present design manual defines the corporate design of Trade Depot and determines the various areas of application.
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Contents
The Logo................................................................................... 4 The Brand................................................................................. 5 Typography.............................................................................. 6 Corporate colours.................................................................. 7 Brand variations on coloured brackgrounds.............. 8 Brand variations in black and white .............................. 9 Prohibited uses of the brand ......................................... 10 Applications
Letterhead.................................................................. 11
Envelope...................................................................... 12
Business Card............................................................ 13
Manila Envelope........................................................ 14
Startionary.................................................................. 15
T-Shirt........................................................................... 16
Polo Shirt.................................................................... 17
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The Logo
The Trade Depot logo comprises typographic elements. The relative size and position of this elements is firmly fixed and must never be altered in any way and always shown in its entirety. Reproductions of this logo must always be made from master digital files.
Minimum size
Minimum size: The logo should never be used smaller than the minimum width of 2.07cm. Stand-off: The logo has a defined minimum stand-off zone in which no other elements may appear. This ensures that the logo is presented in the best possible light and also ensures legibillity and easy recognition.
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Stand-off
The Brand
A brand is something that is bought by the customer. A product can be copied by a competitor, a brand is unique. A product can be quickly outdated, a successful brand is timeless.
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Typography
Trade Depot uses three typefaces to reflect the attributes of our brand’s identity, typeface families GeosansLight and Futura LT Light and Bold. They all play a significant part in the company’s visual identity and must be used consistently.
Futura LT Bold ABCDEFGHIJKLMNÑOPQRSTUVW XYZ abcdefghijklmnñopqrstuvwxyz ¡! “‘· $ % & / ( ) = ¿ ? 1 2 3 4 5 6 7 8 9 0 Futura LT Light ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz ¡! “‘· $ % & / ( ) = ¿ ? 1 2 3 4 5 6 7 8 9 0 GeosansLight ABCDEFGHIJKLMNÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz ¡! “‘· $ % & / ( ) = ¿ ? 1 2 3 4 5 6 7 8 9 0
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Corporate Colours
Spot Colour Pantone 3005U Process Colour 78C 17M 6Y 0K RGB Value R: 4 G: 119 B: 191
Spot Colour Pantone Hexachrome Cyan U Process Colour 58C 4M 6Y 0K RGB Value R: 4 G: 157 B: 217
Spot Colour Pantone 307U Process Colour 84C 29M 0Y 0K RGB Value R: 3 G: 103 B: 166
Spot Colour Pantone 7485U Process Colour 3C 2M 5Y 0K RGB Value R: 242 G: 242 B: 242
Spot Colour Pantone 2995U Process Colour 57C 4M 7Y 0K RGB Value R: 4 G: 157 B: 217
Spot Colour Pantone Cool Gray 11 U Process Colour 0C 0M 0Y 47K RGB Value R: 146 G: 144 B: 144
The corporate colours are a variant of blue and gray. Trade Depot has four corporate colours which are used in the brand. They should never be used in such a way as to undermine the perception of the logo. Equally, they must not be casually used in other shades. CMYK colour references are used for all printed matter. RGB values are used for electronic media. Pantone is an authority on color and provider of color systems and leading technology for the selection and accurate communication of color.
Spot Colour Pantone 3115U Process Colour 43C 1M 11Y 0K RGB Value R: 4 G: 178 B: 217
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Brand variations on coloured brackgrounds Colour treatments with acceptable grounds are shown as follows:
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1. Over a background of light blue Trade and the slogan will change to white.
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2. Over a background gray or variations of it Trade Depot will conserve its colours over a lighter one and over a darker one the slogan will be white. 3. Over a darker blue the slogan will be white.
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Brand variations in black and white
The corporate colours must be used in all full colour applications. There will be occasions when one colour only is permitted.
Black
White
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Prohibited uses of the brand
The corporate logo has adequate flexibility for use on all types of applications. However, there are particular and specific parameters and adaptations such as those shown (right) are not permitted. 1. Do not change the color of the logo. 2. Do not change the positional relationship the logo elements. 3. Never present the logo in one colors. 4. Never change the proportions of the logo vertically or horizontally or alter the appearance in any way. 5. Do not place the logo type on 3 lines. 6. Do not place the logo type over a gradient.
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Applications Letterhead Stationery consists of a letterhead with brand printed in its colours. The letterhead is used for all external letters, minutes, press communications, internal letters, minutes, etc. can be printed in black and white using the print templates.
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Applications
Envelope All envelopes have a full colour Trade Depot logo on the front only with company and address details on the front.
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Applications Business Card Front Name is GeosansLight and is set as capitalize each word, point size is 9.23. Title is GeosansLight, point size 8. Back Text is GeosansLight, point size 8.
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Applications Manila Envelope All manila envelopes have a full colour Trade Depot logo on the front only with company details on the front.
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Applications Stationary
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Applications T-Shirt
Front
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Back
Applications
Polo Shirt In two variations for the brand.
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