Cleartech Brand Identity Manual by Dianna Sa'ad

Brand Identity Manual

Table of Contents

Introduction

The ClearTech Logo 2.1 2.2 2.3 2.4 2.5 2.6

Full Colour Logo (Vertical) Full Colour Logo (Horizontal) Logo Colour Variations Logo on Grid Clear Space Minimum size

3 Graphic Elements 3.1 3.2 3.3 3.4 3.5

Typography Colour Palette Acceptable Colour Usage Unacceptable Colour Usage Texture and Pattern

2 • ClearTech • Brand Identity Manual

4 Stationery 4.1 4.2 4.2 4.3

Letterhead Continuation Sheet Envelopes Namecards

Application 5.1 5.2 5.3 5.4

Poster Vehicle Uniform Equipment

6 Contact Details 7 Stationery Documents

INTRODUCTION ClearTech is an established maintenance supply company that focuses on giving ‘quality, innovative and ergonomical’ service. The new ClearTech brand identity communicates to customers those very three words. The theme for the new identity is ‘clean and simple’ and it is professional yet approachable.

3 • ClearTech • Brand Identity Manual

2.1 THE FULL COLOUR LOGO (VERTICAL) The ClearTech Logo is made up of the company’s initials ‘C’ and ‘T’. As the company’s look and feel is in the theme of clean and simple, the initials are put together to look like a wave of water in the ocean. The ‘A’ in ‘CLEARTECH’ is stylized to add more personality. Its bar is made to look like the wave graphic device at the bottom part of the logomark.

4 • ClearTech • Brand Identity Manual

2.2

2.2 THE FULL COLOUR LOGO (HORIZONTAL)

2.3.1

2.3 COLOUR VARIATIONS 2.3.1 Black and White 2.3.2 Single Colour

2.3.2

5 • ClearTech • Brand Identity Manual

2.4 LOGO ON GRIDS 2.4.1 Vertical Logo on grid

7.5x

x 2x x

The height and width of one square unit is

6 • ClearTech • Brand Identity Manual

15x

2.4.2 Horizontal Logo on grid

15x

x x The height and width of one square unit is

7 â&#x20AC;˘ ClearTech â&#x20AC;˘ Brand Identity Manual

2.5 Vertical logo

2.5 CLEAR SPACE Maintain clear space at all times around the ClearTech logo. This is to protect the logo from distracting text or graphics that might be present in a layout. The clear space surrounding the logo is measured by the height of the ‘T’ in CLEARTECH for both the vertical and horizontal versions of the logo. It is important not to change the dimensions of the logomark and wordmark separately. Do not allow other graphics and text to invade the clear space of the logo.

Horizontal logo

2.6 MINIMUM SIZE 2.6

20mm

8 • ClearTech • Brand Identity Manual

20mm

Never reproduce a logo that is smaller than 20mm in horizontal length measuring from the edge of ‘C’ to the last ‘H’ for both horizontal and vertical versions of the logo.

3.1 TYPOGRAPHY The ClearTech corporate typefaces—Fedra Sans Std and Gill Sans Std—should be the only typefaces used in anything ClearTech. Both typefaces give a very clean, informal but sophisticated look and they are also easy to read. The proportions of numeral figures in Fedra Sans Std, however, are similar to ascenders and descenders of lower case characters. Hence, when dealing with numbers in a text, opt for Gill Sans Std instead. Below are the recommended weightages for both typefaces. Use Fedra Sans Std Bold and Gill Sans Std Bold only for headers and not for body text. Be consistent when using these typefaces. Do not switch font families in the middle of a text.

Fedra Sans Std Book

Gill Sans Std Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

Fedra Sans Std Light

Gill Sans Std Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

Fedra Sans Std Bold

Gill Sans Std Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!

9 • ClearTech • Brand Identity Manual

3.2.1

3.2 COLOUR PALETTE 3.2.1 Primary colours ClearTech Warm Yellow

ClearTech Ocean Green

(or PANTONE ® 135 C) C: 0 M: 21.81 Y: 66.47 K: 0 R: 255 G: 202 B: 109

(or PANTONE 3385 C) C: 47.11 M: 0 Y: 35.36 K: 0 R: 134 G: 206 B: 182

3.2.2

ClearTech Ivory

ClearTech Black

C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0

The colours listed are authorized ClearTech colours. Warm Yellow signifies freshness and innovation. The Ocean Green is to signify cleanliness. Black is used mainly for the outline of the logo. For 4-colour printing, refer to the CMYK values and for web applications, refer to the RGB values. These values are also equivalent to the PANTONE colours specified.

(or PANTONE 607 C) C: 2.88 M: 3.69 Y: 21.78 K: 0 R: 247 G: 238 B: 205

3.2.2 Secondary colours ®

3.2.3

Although Ivory is featured in the corporate logo, it is a secondary colour as it has weak contrast with white, which is used alot in ClearTech. 3.2.3 Colour Usage Proportion Warm Yellow and Black are the most preferred colour in the colour palette because they are very contrasting and they stand out more as compared to Ocean Green and Ivory.

10 • ClearTech • Brand Identity Manual

3.3 ACCEPTABLE COLOUR USAGE When the background is white, it is most preferred that the logo is used in its full corporate colours.

The white version of the logo when the background is in any of the primary corporate colours.

The black and white version of the logo can also be applied to a white background. However, try the very best to use the full colour version as it is more preferable.

In cases where the background colour is one from the main or secondary colour palette, the logo should remain in full colour. Only the portion of the logo that shares the same colour as the background should be replaced with white.

When the background is black, use the reverse of the black and white version of the logo.

Gradient can be applied to the background. This usage is only allowed on web applications and only in this manner: Warm Yellow background with white radial gradient which should barely cross the edge of the wordmark. Logo has to be in full colour.

11 â&#x20AC;˘ ClearTech â&#x20AC;˘ Brand Identity Manual

With Ocean Green background

With Ivory background

Example: The portion of logo that was originally in Warm Yellow is now replaced with white when the background is in Warm Yellow.

3.4 UNACCEPTABLE COLOUR USAGE No other colours should be used for the background. The only colours allowed are the corporate colours and white.

Do not switch the colours in each portion of the logo around.

Do not change the colour of the outlines or colour of text. The outlines of the logomark and the wordmark should always be of the same colour. They should also only appear in either black or white.

Do not change the opacity of the logo. The logo should always be at 100% opacity.

Never change the colour of the outline of the logomark to match the background. This leads to complete modification of logo form, which is strictly not allowed.

When using gradient, keep in mind that the Warm Yellow should be the main background colour. The radial flare should be white. Do not switch these two colours around.

Photos are not allowed to be used as the background. This makes everything look distracting.

12 â&#x20AC;˘ ClearTech â&#x20AC;˘ Brand Identity Manual

3.5.1

3.5 TEXTURES & SECONDARY GRAPHICS As ClearTech’s image is clean and fresh, the theme of water and waves is continued in the company’s textures and secondary graphics. 3.5.1 Textures

3.5.2

The wave-like graphic situated below the company initials in the logo is used repetitively to create this pattern. The background can only come in the company’s main colour palette and the waves must always be in white. 3.5.2 Secondary Graphics A simple wave border pattern is used as a secondary graphic. It can only come in the main colour palette. Refer to section 4.3 (page 14) for an example of its usage.

13 • ClearTech • Brand Identity Manual

20.8

22.2

4.1 LETTERHEAD 107 International Business Park Jalan Ahmad Ibrahim Singapore 071762

107 International Business Park Jalan Ahmad Ibrahim Singapore 071762

Ms. Dianna Sa’ad Block 295 Bedok South Ave 3 #02-06 Singapore 469296

Ensure that this space is kept clear of any text except for the recipient’s name and address

Ms. Dianna Sa’ad Block 295 Bedok South Ave 3 #02-06 Singapore 469296

Dear Ms. Dianna,

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis nisi nulla, dapibus id tincidunt at, cursus at augue. Fusce vel purus mauris, sed mollis arcu. Cras adipiscing eleifend nisl, eu porta diam pretium vel. Vivamus ac magna diam, eu accumsan nunc. Etiam dui erat, dignissim a cursus rhoncus, iaculis nec mauris. Etiam tincidunt molestie viverra. Aliquam ultricies nisi vel leo ultrices pulvinar. Pellentesque gravida imperdiet commodo. Nulla bibendum ipsum ut ante mattis vitae eleifend ligula auctor. Curabitur vel posuere magna. Sed tempus, dolor ac lobortis pulvinar, elit nisl sodales neque, ac fringilla lorem orci nec quam. Nunc erat metus, sodales pellentesque ultricies non, sodales vitae ligula. Aliquam erat volutpat. Vivamus tristique semper eros non elementum. Nullam felis odio, tristique et molestie nec, condimentum quis justo.

Integer ultrices sollicitudin sapien, vel posuere risus rutrum non. Ut adipiscing lobortis pretium. Quisque mauris tortor, ullamcorper id mattis ac, pellentesque sit amet nunc. In sit amet lacus in risus aliquam laoreet. Duis scelerisque lacinia quam, pretium tincidunt odio ullamcorper quis. Nulla et dui ac leo venenatis imperdiet ut vel mi. Aliquam erat volutpat. Integer tempor turpis vitae arcu luctus adipiscing. Ut eget metus odio. Proin rutrum, lacus ut rutrum ullamcorper, ante nisl sollicitudin nulla, vitae scelerisque dui orci ac purus. Sed non tortor tellus.

Praesent gravida auctor pharetra. Nunc a sapien quam. In eu vestibulum tortor. Cras ut posuere erat. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Cras tempus scelerisque dui eget lacinia.Vestibulum lobortis, diam bibendum accumsan semper, mi velit scelerisque nisl, ac vulputate diam lorem eget ipsum.

Yours Sincerely, The ClearTech Team

24.9

51.6

If the text crosses this point, continue the letter on a continuation sheet

37.6

27.5

14 • ClearTech • Brand Identity Manual

The Cleartech letterhead has the full colour logo and the company address at the top left of the page. It also features the wave border at the bottom of each page. Wave borders in letterheads should only be in Ocean Green. All measurements are in milimetres (mm) unless otherwise stated. The paper used for the letterhead should be 135gsm Natuaralis White Smooth.

4.3 ENVELOPES Envelope with window

The Cleartech envelopes feature the corporate wave pattern at the front of the envelope and it can only come in Warm Yellow. Envelope dimensions are 220mm (w) x110mm (h). ClearTech (S) Pte Ltd 107 International Business Park Jalan Ahmad Ibrahim Singapore 071762 telephone +65 82800171 fax +65 82800117 www.cleartech.com

The company address is placed at the bottom left hand corner of the back of each envelope. All measurements are in milimetres (mm) unless otherwise stated. The paper used for the namecards should be 160gsm Natuaralis Soft/White.

Envelope without window

ClearTech (S) Pte Ltd 107 International Business Park Jalan Ahmad Ibrahim Singapore 071762 telephone +65 82800171 fax +65 82800117 www.cleartech.com

16 â&#x20AC;˘ ClearTech â&#x20AC;˘ Brand Identity Manual

4.4 NAMECARDS

ClearTech (S) Pte Ltd

Lucia Teo Sales Executive

107 International Business Park Jalan Ahmad Ibrahim Singapore 071762

telephone +65 82800171 fax +65 82800117 www.cleartech.com

The Cleartech namecard features the corporate wave pattern at the back of the card. The background of the pattern should come in only Warm Yellow, Ocean Green or Black. These three colours are assigned to three different type businesscards in the company: Warm Yellow is used for the general company businesscard. Ocean Green is used for the usual working staff such as sales executives and deliverymen. Black is reserved for the high-ranking officers and managers.

Sharifah Masturah Bte Syed Zainal Abidin Alhabshee

General Manager

17 • ClearTech • Brand Identity Manual

Sa’ad Hussein Chief Marketing Officer

107 International Business Park Jalan Ahmad Ibrahim Singapore 071762

telephone +65 82800171 fax +65 82800117 www.cleartech.com

The paper used for the namecards should be 250gsm Natuaralis Matt and it is a double-sided print. Namecard dimensions are 90mm (w) x55mm (h).

5.1 POSTER This poster raises awareness of ClearTech’s cleaning supplies and methods that are environmentallyfriendly.

18 • ClearTech • Brand Identity Manual

5.2 COMPANY VAN The company van is split into different portions according to colour, just like the ClearTech logo. The logo is featured on the left side and the top of the van.

Left view

Right view

19 â&#x20AC;˘ ClearTech â&#x20AC;˘ Brand Identity Manual

Top view

Front view

Back view

5.3 UNIFORM The ClearTech uniform is a simple white polo t-shirt with the black and white ClearTech logo embroidered at the front-left chest area and back side of the t-shirt. White is chosen as the base colour as it is more cooling for workers and deliverymen to wear. It is kept at minimal design to look clean and formal. When worn, make sure that the polo t-shirt is buttoned up to at least the second button so that the wearer looks proper and presentable at all times.

The ClearTech cap is black, with the black and white logo embroidered at the front. This cap is mainly for the deliverymen who might have to be under the sun while doing their job.

20 â&#x20AC;˘ ClearTech â&#x20AC;˘ Brand Identity Manual

5.4 EQUIPMENT APPLICATIONS Here are some examples of the ClearTech identity applied to different equipment.

Safety A-Sign Product code: 228A

21 • ClearTech • Brand Identity Manual

Mop Bucket with Wringer (25 litre) Product code: 425M

Jumbo Roll Dispensr Product code: 381D

4.2 CONTINUATION SHEET The Cleartech continuation sheet is similar to the letterhead, except that the logo is in black and white and the wave border is in black. The company address is also removed. The paper used for the continuation sheet should be 135gsm Natuaralis White Smooth.

15 â&#x20AC;˘ ClearTech â&#x20AC;˘ Brand Identity Manua2

If there are any enquiries, please direct them to: brand@cleartech.com

ClearTech (S) Pte Ltd 107 International Business Park Jalan Ahmad Ibrahim Singapore 071762 telephone +65 82800171 fax +65 82800117 www.cleartech.com

22 â&#x20AC;˘ ClearTech â&#x20AC;˘ Brand Identity Manual