corporate identity manual / basics elements
#01
This manual has been developed in order to ensure that the graphic elements which make up the visual identity of FED CARE: the logo, the colors, the type font and design architecture are used correctly and consistently in all their applications. The guidelines contained in this manual indicate how to use and combine the various elements so as to maintain visual consistency, their goal being the brand’s competitive differentiation and standardization of its use anywhere in the world. This tool helps convey the idea, values and personality of FED CARE, and so it is very important to digest and apply its content.
Simple for our professionals, better for the brand With your collaboration, this manual will be an essential tool in maintaining the strength and endurance of FED CARE’s identity over time. Welcome to preserving your brand.
corporate identity manual / basics elements
#01
Who is this manual for? It is for you, as a part of FED CARE, as a supplier or as a partner/associate of your brand. It is aimed at graphic designers, printers and any external consultant or manufacturer with responsibility for the design, creation or production of any element owned by FED CARE.
What is this manual for? This interactive manual is an aid to presenting ourselves as a brand in a specific, predetermined manner: Professional: the equipment produced by FED CARE reflects the group’s philosophy of innovation and high quality. Consistent: all elements are presented with a sense of unity and order; they are set out clearly and with a logical reasoning and also with a flexible and open attitude. Convincing: the communication of your brand must be sound and easily recognizable.
A way of viewing a brand with a future We all share responsibility for protecting and caring for our brand.
1
corporate identity manual / basics elements
Symbol
Logotype
THE LOGO The logo is the most visible element of your identity—a universal signature across all FED CARE. It’s a guarantee of quality that unites your diverse services. We use the same version in print, and on screen. It’s simple. Easy to understand. No drop shadows, no flashy graphic effects. The logo is a bold, simple, graphic statement. It signifies that all federal employees are under our 5-stars care system. The logo is made up of two elements: the symbol and the logotype. While it is a simple logo, we must treat it nicely. The following pages cover the correct usage to ensure the logo always looks its best. Logo
EVERYONE NEEDS A LITTLE PERSONAL SPACE LOGO CLEAR SPACE
CLEAR SPACE
F
The safe area should equal the height of the “F” in “Fed Care” and should be applied to all four sides of the logo to create a “box” of safe space.
F
To ensure the integrity and legibility of the logo lock-ups, the area directly surrounding them should be protected.
F
To ensure that your signature versions are clearly visible in all applications, surround them with sufficient clear space —free of type, graphics, and other elements that might cause visual clutter—to maximize the recognition and impact of your identity.
F
2
corporate identity manual / basics elements
3
corporate identity manual / basics elements
Incorrect use Do not alter the FED CARE o in any way. Do not animate, color, rotate, skew, or apply effects to the logo. Never attempt to create the logo yourself, change the font, or alter the size or proportions.
X
X
X
X
X
X
4 MONOCHROME LOGOS In some cases, a full color logo may not be practical or possible due to limitations in printing. For these instances we may use a one-color black or white logo.
BACKGROUND IMAGES The logo may also be used on an image background with sufficient contrast. Use an all-white version for dark backgrounds. When placing the logo onto imagery, please ensure that it is placed within an uncluttered image area to allow for maximum legibility and visibility.
corporate identity manual / basics elements
Black logo on white background
White logo on black background
5
corporate identity manual / basics elements
type font Typography is an important aspect of your brand identity. Your typographic style contributes to your distinctive aesthetic. The typography usage examples on the following pages should be followed to ensure all of your communications appear consistent.
FRIENDLY CLEAR ELEGANT PRECISE GEOMETRIC
All Round Gothic - Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;) All Round Gothic - Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 — &*#@?!/+(.,:;)
6
corporate identity manual / basics elements
color Color is a fundamental element in communicating the brand’s personality and in differentiating it from the competition. Consistent use of these colors are important for your brand’s expression.
PANTONE 287 C
PANTONE 1805 C
PANTONE
COOL GRAY 1C
C 100 M 87 Y 20 K 11
C 21 M 97 Y 90 K 12
C 13 M 10 Y 12 K 0
R 0 G 47 B 135
R 178 G 41 B 46
R 218 G 217 B 215
#002f87
#b2292e
#dad9d7
STATIONERY
corporate identity manual / basics elements
BUSINESS COMMUNICATIONS — DIGITAL
corporate identity manual / basics elements
corporate identity manual / basics elements