JUNE 2013
BRAND GUIDELINES
SAY HELLO TO CIRCLE Our brand is more than our logo. It is a design scheme made up of a number of core elements and guiding principles that combine to create a distinctive look and feel that is immediately recognisable as Hagland.
01 LOGO
The Hagland logo The most visible element of our identity - a universal mark across all Hagland communications. It’s a guarantee of quality that unites our diverse products and services. Our logo is a bold, simple, graphic statement. It signifies unity, wholeness and connection.
LOGO Main logo
Hagland logos Logo on light backgrounds
blue-gray
BLACK
HAGLAND LOGOS Logo on dark backgrounds
WHITE
BLUE-WHITE
HAGLAND LOGO Minimum sizes & exclusion zone The Hagland logo should always have breathing space. This can be determined by half the height (radius) of the circle icon. The minimum recommended size for the main Hagland logo is 4mm high (print) and 20px high (screen). When using a secondary Hagland logo the minimum recommended is size 6mm high (print) and 25px high (screen).
20PX
4MM
PRINT MINIMUM HEIGHT 6MM SCREEN MINIMUM HEIGHT 25PX
6MM
25PX
PRINT MINIMUM HEIGHT 6MM SCREEN MINIMUM HEIGHT 25PX
HAGLAND LOGO Incorrect use To maintain brand consistency and quality, the Hagland logo is not to be manipulated or changed in any way. This page presents a variety of incorrect and unacceptable logo treatments. Do not separate the elements. Never attempt to create the logo yourself, change the font, or alter the size or proportions.
PLEASE DON’T RESIZE THE ELEMENTS INDEPENDENTLY
PLEASE DON’T REARRANGE THE ELEMENTS
PLEASE DON’T ADD EXTRA ELEMENTS
PLEASE DON’T ROTATE THE LOGO
SINCE 1872
PLEASE DON’T SKEW THE LOGO
PLEASE DON’T STRETCH THE LOGO
PLEASE DON’T APPLY ANY EFFECTS
PLEASE DON’T RECOLOUR THE LOGO
HAGLAND LOGO On backgrounds The blue and gray logo can only appear on a background image if the image allows the logo to be clearly visible, as shown below. If the image is rich in detail and colour, use the black or white logo. The logo may be placed on a background colour. However, use the correct colour logo according to the strength of the background colour
HAGLAND LOGO Incorrect use on photos If the image is rich in detail, do not place the logo over it, because the logo will not be legible. Please don’t use the logo on a strongly dissonant background that fights with logo colours. Please don’t add transparency or shadows to enhance the logo on backgrounds
02
COLOURS
HAGLAND COLOURS Twelve Colour Palette
HAGLAND COLOURS Primary Colour
PANTONE
PANTONE
PANTONE
PANTONE
300 C
433 C
7543 C
635 C
C M Y K
C M Y K
C M Y K
C M Y K
99 51 00 00
90 68 41 90
23 09 08 21
30 00 07 00
R
G
00 101
B
R
G
B
189
27
36
42
R
G
164 174
B 181
R
G
172 222
B 230
WEB
WEB
WEB
WEB
0065bd
1a2329
a4aeb5
acdee6
HAGLAND COLOURS Twelve Colour Palette
PANTONE
PANTONE
PANTONE
C M Y K
C M Y K
C M Y K
300 C
364 C
99 51 00 00
78 04 99 47
R G B
R G B
7688 C
69 19 04 00
R G B
00 101 189
66 119 48
70 152 203
WEB
WEB
WEB
PANTONE
PANTONE
PANTONE
C M Y K
C M Y K
C M Y K
0065bd
433 C
427730
576 C
90 68 41 90
59 05 94 26
R G B
R G B
4698cb
310 C
49 00 09 00
R G B
27 36 42
105 146 58
W E B
WEB
PANTONE
PANTONE
PANTONE
C M Y K
C M Y K
C M Y K
1a2329
7543 C
69923a
7697 C
23 09 08 21
76 34 21 00
R G B
R G B
120 201 219
WEB
6FD4E4
124 C
00 32 100 00
R G B
164 174 181
78 135 160
W E B
WEB
WEB
PANTONE
PANTONE
PANTONE
C M Y K
C M Y K
C M Y K
a4aeb5
635 C
4f87a0
7679 C
30 00 07 00
87 97 00 00
R G B
R G B
234 171 00 eaab00
7619 C
00 78 85 12
R G B
172 222 230
86 61 130
192 76 54
W E B
WEB
WEB
acdee6
563d82
c04c36
03
Typography
TYPOGRAPHY The Hagland typeface is Pluto, described by its creator as a sweet type family. It is at the heart of the Hagland identity and is the foundation for all Hagland branding. Clean, distinctive and legible. Plus, we’ve backed it up with the beautiful Droid Serif to add that classical feel.
TYPOGRAPHY Character & Paragraph Styles
PLUTO SANS CONDENSED PRIMARY TYPEFACE
Aa
PLUTO SANS COND THIN
PLUTO SANS SECOND PRIMARY TYPEFACE
Aa
PLUTO SANS THIN PLUTO SANS EXLIGHT PLUTO SANS LIGHT PLUTO SANS REGULAR PLUTO SANS MEDIUM PLUTO SANS BOLD PLUTO SANS HEAVY PLUTO SANS BLACK
Aa
Droid Serif regular Droid Serif italic Droid Serif bold Droid Serif bold italic
PLUTO SANS THIN
DROID SERIF DESCRIPTION TEXT
PLUTO SANS COND THIN PLUTO SANS COND EXLIGHT PLUTO SANS COND LIGHT PLUTO SANS COND REGULAR PLUTO SANS COND MEDIUM PLUTO SANS COND BOLD PLUTO SANS COND HEAVY PLUTO SANS COND BLACK
DROID SERIF REGULAR
TYPOGRAPHY Character & Paragraph Styles
Aa BODY TEXT SMALL CAPITALS/POSITION | PLUTO SANS CONDENSED LIGHT 5 ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ
Aa DESCRIPTION TEXT SERIF | DROID SERIF ITALIC 6
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå 1234567890
In Norway the PSV market has been tight for most parts of the month as Statoil has held a significant amount of tonnage on hire throughout the month. Some of these vessels will commence term contracts in direct continuation if their present spot charters and it remains to be seen what effect this will have on the spot market. PSV day rates for most of March were hovering around NOK 180,000-195,000, on the Norwegian side, however unfortunately for owners the PSV market can not be viewed isolated from the AHTS market.
In Norway the PSV market has been tight for most parts of the month as Statoil has held a significant amount of tonnage on hire throughout the month. Some of these vessels will commence term contracts in direct continuation if their present spot charters and it remains to be seen what effect this will have on the spot market. PSV day rates for most of March were hovering around NOK 180,000-195,000, on the Norwegian side, however unfortunately for owners the PSV market can not be viewed isolated from the AHTS market.
Aa
Aa
SECTION HEADING | PLUTO SANS HEAVY 10
SUBHEADING/NAME | DROID SERIF ITALIC 10
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå 1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå 1234567890
In Norway the PSV market has been tight for most parts of the month as Statoil has held a significant amount of tonnage on hire throughout the month.
In Norway the PSV market has been tight for most parts of the month as Statoil has held a significant amount of tonnage on hire throughout the month.
abcdefghijklmnopqrstuvwxyzæøå
04
Graphics Elements
Graphic elements Our graphic identity is more than just our logo, typeface, and colours. An important part of our graphics look and feel are the use of circles. Used as a backdrop to our branding, the circles provide a subtle but engaging graphic look and feel to all our communications.
Dispersed Pattern
Full Pattern
Pattern solid
05
Stationery
06
Photography
07
Responsive design
08
The brand
Goodbye circle If you ever have additional questions about our visual identity and its application in design, don’t hesitate to contact post@konvoihaugesund.no