www.caliberi.com
brand manual
The purpose of these guidelines is to explain the use of the new brand style and to reinforce consistent application of the visual elements in all communications. This includes publications, presentations and all other marketing materials both online and offline. Guidelines on the use of the logo are included.
Your corporate identity is the face and personality presented to the world. It’s as important as the products and services you provide. Your identity is the total effect of your logos, products, brand names, trademarks, advertising, documents and presentations – everything that represents you.
Private and Confidential ©Caliber Interactive Ltd 2014
Because the brand cannot be compromised, we’ve created this guide to provide all the pertinent specifications you need to maintain its integrity. The guidelines set in this document are not meant to inhibit but to improve the creative process. By following these guidelines the materials you create will represent your company cohesively to the others.
contents brand identity guidelines
history philosophy logo design typography colour mood services
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2014
history philosophy logo design typography colour mood services
our goal. to become a leading international organic marketing agency.
Private and Confidential ŠCaliber Interactive Ltd 2014
our purpose to deliver best in class organic marketing for our clients. organic marketing being the planning, creation, promotion and measurement of content for commercial and brand benefits.
For our customers Help meet their business objectives Help meet the challenges of modern, customer-centric marketing Help them make money today and prepare for tomorrow Help turn their brands into authorities Help the build brands people love For the agency Customers want to control their marketing experiences Marketing budgets shifting to Content We now have to compete with Creative agencies We need to move ahead of the market in this area to thrive Caliber = SEO. We must change perceptions by walking the walk For our people To genuinely lead the evolution of SEO To develop our integrated technical and creative approach To create new opportunities for our staff To be a great place to work Share in our success & learn from mistakes
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1 your new identity
Caliber has historically been seen as an SEO agency. Over the last decade SEO has evolved to increasingly overlap with other disciplines, to the point where it is ineffective to manage SEO in isolation from other marketing channels. Caliber has historically bolted these related disciplines as services on to its offering as the market and customer demands have shifted.
58x PROPORTION OF THE INSTITUTIONAL BRAND x = 0,1666 cm x = 4,723 px
14x 10x
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Today, we believe a broad understanding and integration of Content, Social & PR (alongside other skills) is required to achieve results in this corner of the marketing battle. We believe the most appropriate description of these services is “Organic Marketing”. As a business we aim to be leading Organic Marketing agency by combining best-in-class insight, technical and creative talent. We see this an an evolution of Caliber as an agency, not a revolution. Our brand identity has ‘evolved’ to reflect this.
Size 8 cm / 226,772 px
Size 4 cm / 113,386 px
MINIMUM SIZE AVAILABLE Size 2 cm / 56,693 px
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1.2 smart organic marketing
‘Smart’ to us is common sense. It’s being well prepared by using the insight found in the data all around us and combining it with our years of experience. It’s about testing, learning and optimising. It’s being organised and thorough, but not getting stuck in process and stifling creativity, or missing an opportunity. It’s about being pragmatists and understanding limitations, about setting expectations and being honest.
PROPORTION OF THE INSTITUTIONAL BRAND x = 0,1666 cm x = 4,723 px
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We have built and are developing our agency around these principles because we have seen what happens when you get it wrong but more importantly what happens when you get it right. We know success is not always about big brands or big budgets. We do all this to help our clients grow their business and their brands, just like we do for ourselves and we don’t just talk about being smart, we apply it to everything we do.
Size 8 cm / 226,772 px
MINIMUM SIZE AVAILABLE WITH STRAPLINE Size 4 cm / 113,386 px
MINIMUM SIZE AVAILABLE WITHOUT STRAPLINE Size 2 cm / 56,693 px
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1.3 positive version
Size 8 cm / 226,772 px
MINIMUM SIZE AVAILABLE WITH STRAPLINE Size 4 cm / 113,386 px
MINIMUM SIZE AVAILABLE WITHOUT STRAPLINE Size 2 cm / 56,693 px
logo design
logo design
1.4 negative version
Size 8 cm / 226,772 px
MINIMUM SIZE AVAILABLE WITH STRAPLINE Size 4 cm / 113,386 px
MINIMUM SIZE AVAILABLE WITHOUT STRAPLINE Size 2 cm / 56,693 px
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logo design
1.5 resizing the logo
The company logo is an important and valued graphic element and must be used consistently and appropriately. Even minor variations will undermine and compromise the image of the branding. Always use master artwork when reproducing any logo design internally or externally. The logo should never be recreated under any circumstances. When reproducing any logo elements, only the original high resolution or vector graphic files should be used – logos should not be taken from this document. If you need to adjust the size of the logo to fit in a restricted space, the scale of the logo (not the dimensions) must be adjusted to fit. The easiest way to resize the logo and maintain the correct proportions is to drag the double arrow at the corners to the required size. Never adjust the height or width of the image independently .
Wrong Important elements within the logo have been distorted, enlarged or shrunk from its designed aspect ratio, affecting the balance and design. Adjusting the width or height of the logo image separately will alter its proportions. The logo will become distorted causing stretching or squishing of the shape and text. Correct This enlarged logo’s shape is consistent with the initial design. The correct proportions have been maintained, retaining balance and legibility.
SMART ORGANIC MARKETING
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1.6 external use of logo
If our logo is to be used by another organisation (e.g. in a magazine, brochure, advertisement, banner) insist that they use our master artwork when reproducing any logo design. The following conditions must be observed: __ Under no circumstances should anyone attempt to recreate the lettering or adjust the alignment of the lettering __ The relationship between the name and the symbol in the logo is fixed and should never be manipulated or adjusted __ Only specified brand colours can be used when reproducing the logo externally
Also ensure you are using the correct artwork for the application. A consistent layout is essential across all media – changing key elements of the logo will introduce confusion into the brand. When the logo is being reproduced externally proofs must be submitted to Caliber’s marketing department for approval and signing off before printing goes ahead.
no deform
no deform
no deform
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no deform
no space
no different colours
no deform
no space
no different colours
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typhography
2 typeface
When used correctly, typography can convey image and feeling every bit as much — and sometimes more — than simple graphics. We’ve selected a type family that gives Caliber a friendly, warm, and real voice: Museo Sans. Museo Sans is our primary typeface, should be used in all communication materials, use type size and weight to establish a clear hierarchy of information, do not substitute any other typeface for Museo Sans.
MUSEO SANS 100 ABCDEFGHILMNOPQR STUVWXYZÀÅÉÎÕØÜ abcdefghijklmnopqr stuvwxyzàåéîõøü 1234567890($£.,;:_-@#*!?)&
MUSEO SANS 100 ITALIC ABCDEFGHILMNOPQR STUVWXYZÀÅÉÎÕØÜ abcdefghijklmnopqr stuvwxyzàåéîõøü 1234567890($£.,;:_-@#*!?)&
MUSEO SANS 300 ABCDEFGHILMNOPQR STUVWXYZÀÅÉÎÕØÜ abcdefghijklmnopqr stuvwxyzàåéîõøü 1234567890($£.,;:_-@#*!?)&
MUSEO SANS 300 ITALIC ABCDEFGHILMNOPQR STUVWXYZÀÅÉÎÕØÜ abcdefghijklmnopqr stuvwxyzàåéîõøü 1234567890($£.,;:_-@#*!?)&
Light L. Italic Regular R. Italic The primary typeface is Museo Sans. This has been carefully selected to give best representation of the brand image and must be used to retain consistency, especially with the logo. Do not replace the font with alternatives under any circumstances.
typhography
MUSEO SANS 500 ABCDEFGHILMNOPQR STUVWXYZÀÅÉÎÕØÜ abcdefghijklmnopqr stuvwxyzàåéîõøü 1234567890($£.,;:_-@#*!?)&
MUSEO SANS 700 ABCDEFGHILMNOPQR STUVWXYZÀÅÉÎÕØÜ abcdefghijklmnopqr stuvwxyzàåéîõøü 1234567890($£.,;:_-@#*!?)&
MUSEO SANS 700 ITALIC ABCDEFGHILMNOPQR STUVWXYZÀÅÉÎÕØÜ abcdefghijklmnopqr stuvwxyzàåéîõøü 1234567890($£.,;:_-@#*!?)&
MUSEO SANS 900 ABCDEFGHILMNOPQR STUVWXYZÀÅÉÎÕØÜ abcdefghijklmnopqr stuvwxyzàåéîõøü 1234567890($£.,;:_-@#*!?)&
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Medium Bold B. Italic Heavy
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colour mood
3 our primary color palette
Consistent use of color is one of the easiest — and most effective — ways to break through marketing clutter. To rise above the noise. To be a visible needle in a haystack of competing communications. Why grey? It’s the mature color of the spectrum and suggests safety, dignity, professionality, solidity and eleganty. Blue also communicates image attributes like calming, reserved, formal, and trustworthy. Certain shades of grey can suggest different but complementary and appealing traits. Darker grey? Tradition and quality. Brighter grey? Innovation or technology. Gray is controlled. It has a steadying effect on other colors with which it comes into contact, toning down the stronger and brighter colors and illuminating the softer colors (green, pink, blue).
colour mood
3.1 our core colors
PANTONE 8062C CMYK 5 / 35 / 15 / 25 RGB 193 / 153 / 160 HEX VERSION #C199A0 HSV 350 / 21 / 76
PANTONE 8201C CMYK 25 / - / - / 25 RGB 165 / 190 / 205 HEX VERSION #A5BECD HSV 203 / 20 / 80
PANTONE 8281C CMYK 35 / - / 20 / 25 RGB 146 / 180 / 175 HEX VERSION #92B4AF HSV 171 / 19 / 71
PANTONE 8003C CMYK 30 / 25 / 40 / 20 RGB 165 / 158 / 137 HEX VERSION #A59E89 HSV 45 / 17 / 65
PANTONE 8021C CMYK - / 20 / 30 / 25 RGB 204 / 177 / 152 HEX VERSION #CCB198 HSV 29 / 25 / 80
CMYK - / - / - / 58 RGB 140 / 140 / 139 HEX VERSION #8C8C8B HSV 60 / 1 / 55
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4 the world in few shades of organic
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Height 4 cm / Height 113,386 px
Height 2 cm / Height 75.59 px
MINIMUM SIZE AVAILABLE WITHOUT LOGO Height 1 cm / Height 28,346 px
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4.1 product details
Enterprise SEO Caliber grew from a team of experienced SEOs and we pride ourselves on our technical and data grounding. We work with large-scale clients in a collaborative, no nonsense fashion. Social media promotion Creating great content is only half the battle to find love online. We help you coordinate organic and paid content promotion that cuts through the social chatter and inspires your customers to take action. Creative content marketing We love turning brand stories and bright ideas into beautiful, engaging and remarkable experiences. Large or small we deliver content, designed through Insight, to reach your SEO and Social goals and impact your bottom line. Digital PR Our teams combine strong publisher relationships with creative digital campaigns and traditional PR hustle to get coverage that reaches your audience. Targeted Outreach Earning coverage takes effort. By combining our cutting-edge technology and publisher relationships, we connect your brand with customers via genuine market influencers. Marketing insight Combining data on your marketplace, audiences and objectives to give you concise, actionable insight. Before SEO, before content design and before social promotion, it’s the starting point for everything we do.
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4.2 positive version
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4.3 negative version
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4.4 positive version: incorrect use of the Logo
The logo is the primary visual representation of the brand, and needs to be treated respectfully. Changing any part of the logo will jeopardize consistency and weaken its impact. Please avoid doing the following:
no deform
no border
no without caliber word
no colour border
no deform
no deform
no divide
no divide
no different colours
no different colours
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4.5 negative version: incorrect use of the Logo
no border
no white with border
no black with border
no colour border
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4.6 incorrect use of the Logo
You must not use with different colours and with organic shape as a company logo
You always must use this official company logo
You must not change the size and the space of the strapline, it’s always how the specifications included in this brand manual. You must not change the pebble shape, inside that there’s always the caliber logo (till 2 cm size)
You must not use new template for the documents
SMART ORGANIC MARKETING