Corporate Identity
Guidelines
Table of Content 1.0
Introduction
1.1 1.2 1.3
Whats A Brand? What is Brand Identity Manual? Why Is It Important?
2.0
Logo
2.1 2.2 2.3 2.4
Design Elements Colour variations and Color Palette Size and clear space Incorrect and correct use
3.0
Typography
4.0
Colour
5.0
Stationery
Introduction
What Is a Brand? A brand isn’t just a logo or a tag-line, it’s all the qualities, values and experiences that make a company unique. A logo is the symbol of a brand, but customers know the brand through their people and their products as well as communications. Brand is the promise that brand owners make to the marketplace and the people who consume its products, its a trust.
What is Brand Identity Manual? This Brand Identity Standards document has been created to define the correct use of COMSATS Technologies branding elements and to unite Its Brand identity across all product lines. The elements covered in this document provide the foundation of COMSATS Technologies visual identity.
Why Is It Important? The whole point of creating a visual style is to make it Unique and easily to identity, So the Brand can be easily recognized in the pool of brands out there, If it is not used consistently then it would not be easily Identifiable, making the whole thing essentially useless.
01
Corporate Identity
Guidelines
Logo - Design Elements
WORDMARK
CUBE SYMBOL
CUBE SYMBOL The transparent and three dimensional cube figure symbolizes technology of the present age the cube has been created at such an angle that you can’t figure out its orientation, it seems as its transforming, just like the technology of today. Use of straight and sleek lines and sharp corners is also symbolizing the digital nature of the technology. WORDMARK Wordmark has been kept simple with no gratuitous ornamentation, this typeface is very light weight and slightly slanted giving a technological feel to the logo. The overall lines are very clean and crisp. The Typeface used for the wordmark is “ITC ERAS Light” and “ITC ERAS Medium” the word technologies has been made relatively bold so that it can have some weight
02
Logo - Colour Variations
FULL COLOUR
DARK BACKGROUND
The logo is provided with multiple color variations, so that appropriate color version can be used for different scenarios.
FULL COLOUR Full colour logo should be used when ever Possible.
03
Corporate Identity
Guidelines
SINGLE COLOUR
GRAY-SCALE
MONO-COLOUR / GRAY-SCALE The mono-color or gray-scale versions of logo are used for applications or collateral only when the absence of full colour is unavoidable.
DARK BACKGROUND A separate color variation is made available to be used on dark backgrounds. Since visibility is the top priority.
04
Logo - Anatomy and Colour Detail of ICON/MARK
BASIC LINES
BASIC COMPONENT
COMPONENTS Mark Consists of four different sides or components, each having a slight difference in tone, the components further have ten lines in them.
STACKING The four sides have been stacked such that darkest tone sits in the bottom most gradually moving up toward lighter tones. As shown by the circular Aero symbol in figure on next page. Similar flow from dark to light can be seen in gray-scale too. Note: This stacking and colour order must never be disturbed because it helps in creating the illusion of 3 dimensionality.
05
Corporate Identity
Guidelines
Slanted at 40째
Arch with Aerohead Showing order of stacking
Slanted at 110째
Slanted at 110째
Note: The lighter blue bars are all above darker Blue Slanted at 40째
06
Logo - Clear space and Arrangement Variation
x
x ²∕3
HORIZONTAL VARIATION
RELATION BETWEEN ICON AND WORDMARK The Relationship of size between ICON and WORDMARK is very important and a constant. If measured in height then for horizontal variation it is 2/3 while for vertical composition it is 1/2.
HORIZONTAL VARIATION The Horizontal is first of the two arrangements that can be used for the “COMSATS technologies” Logo, the spaces allowed on all sides are measured by the letter “S” taken from within the WORDMARK word Technologies. In the figure for horizontal variation you can see that from top, bottom and right, space one “S” must be given while space between ICON and WORDMARK is equal to one “S” but when measured horizontally and space on left is equal to one vertical “S” as well
07
Corporate Identity
Guidelines
x
VERTICAL VARIATION
½x
VERTICAL VARIATION This is 2nd variation for “COMSATS technologies” logo, make sure that the space equal to two “S” is given on all sides of ICON, while space of a single “S” from right, left and bottom of WORDMARK, so that the ICON remains centralized in the overall composition These Spaces are constant and can’t be changed, overall size of the Logo can be altered without changing proportions.
08
Logo - Usage
FULL COLOR
GRAY-SCALE
BLACK
LIGHT BACKGROUND
DARK BACKGROUND
When ever full range of colour is available
If Gray-scale is to be used
For complete black
For mono tone “primary Blue� works fine for light color background
This is the correct Usage for any dark Background
NOTE: A different version of COMSATS technologies logo has been created for all possible situations. All that is left is for the user to chose the correct version for the situation at hand
09
CHOOSE WISELY You can pick any one from these versions of logo and use it according to your need, background color must be analyzed carefully before selecting. Proportions must not be altered , also the scale ratio and colour palette are Fixed. Similarly you can select vertical version when needed, the decision is totally dependent on the area and background on which the logo is to be used. Any kind of deviation from the list of rules provided in this document can produce results that could damage the identity of the company.
Corporate Identity
Guidelines
COMSATS Technology Never change the Colours
Never change the relative scale
Never change the typeface, even if matching
Never change placement of type or Icon relative to each other
Don’t use text alone
Don’t use ICON alone
Don’t rotate at any angle
Never add extra elements
Do not add tag-lines
Never stretch skew or distort in any way
Don’t rotate icon at any other angle then given
Make sure to create Contrast
NOTE: These limitations also Apply to the vertical Version The examples shown here represent some of the more common abuses, but this is by no means an exhaustive list of incorrect uses.
PROBLEMS Any deviation from the acceptable signature configurations — no matter how minor, can undermine the valued company identity. Therefore, no other configuration or any variation on the logo is permitted under any circumstances. Examples of such variations are demonstrated above and on the following page. These examples are meant to be representative and do not encompass all possible cases. To ensure proper application of the COMSATS Technology Logo, use only the artwork supplied by the Designer. Artwork may be enlarged or reduced proportionately. However, it may in no other way be altered.
10
Typography
APPROVED PRIMARY FONT FAMILY
ITC ERAS Jay visited back home and gazed upon a brown fox And quail. The vixen jumped quickly on her foes barking with zeal.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ1234567890 (.,!?&$%£†¥)
Qa
PRIMARY FONT FAMILY ERAS has been defined as the primary font family for the “COMSATS Technologies”. The family consists of only four typeface and all types are slightly slanted with a clean crisp technological feel to them. The ERAS light has been used for the logo, through out this manual all four versions of ERAS have been used that consist of following ITC ERAS Light ITC ERAS Medium ITC ERAS Demi ITC ERAS Bold
11
Corporate Identity
Guidelines
APPROVED SECONDARY FONT FAMILY
DIN Pro Jay visited back home and gazed upon a brown fox and quail. The vixen jumped quickly on her foes barking with zeal.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRS TUVWXYZ1234567890 (.,!?&$%£†¥)
Qa
SECONDARY FONT FAMILY DIN has been defined as the secondary font family for the “COMSATS Technologies”. The family comes in four different waits and has distinctive geometric many different circumstances The DIN Pro is to be used when ever ERAS can not be used, following are the version available for DIN Pro DIN Pro Light DIN Pro Medium DIN Pro Regular DIN Pro Bold DIN Pro Black
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Colour
SECONDARY COLOUR
c:23% m:08% y:00% k:11% R:172 G:194 B:217
COLOUR PALETTE
PRIMARY COLOUR
These are all the colours that are used for logo as well as every where else in the branding, brands primary colour is blue with only a slight variation in its shades, black is constantly used for WORDMARK, Gray-scale only comes in when full range is not available. The colour palette has been kept to minimum.
PRIMARY COLOUR c:100% m:73% y:28% k:11% R:000 G:078 B:124
This shade of blue is to be used most of the times without considering other versions of blue.
SECONDARY COLOUR As a 2nd choice or background this colour is to be used. Also when using dark background it can take foreground to create Contrast.
13
Corporate Identity
Guidelines
OTHER COLOURS
c:00% m:00% y:00% k:89% R:067 G:066 B:068
c:75% m:42% y:18% k:01% R:072 G:129 B:169
c:00% m:00% y:00% k:78% R:092 G:093 B:085
c:85% m:49% y:21% k:02% R:041 G:114 B:157
c:00% m:00% y:00% k:100% R:035 G:031 B:032
c:00% m:00% y:00% k:82% R:083 G:084 B:086
c:00% m:00% y:00% k:73% R:102 G:104 B:106
c:95% m:59% y:24% k:05% R:000 G:098 B:143
14
Stationery
BUSINESS CARD BACK SIDE
Ali Hassan Project Manager E-mail: alihassan@comsats.com Ph #: +92 321 5636279
COMSATS TECHNOLOGIES HEAD OFFICE P.O. BOX: 4356, Islamabad, Pakistan Ph #: + 92 513 8436325 E-mail: contact@comsats.com Park road, Chak shehzed COMSATS University, Islamabad
CARD DESIGN
FRONT SIDE
15
Business Card design has been kept simple and functional, all of the information is put on one side, while the logo on the other, For the font “Din Pro” is used A template for card design will be provided so that consistency in card design can be maintained. Placement of all the design elements is fixed, swap information in-case new cards needed.
Corporate Identity
Guidelines LETTER HEAD
ENVELOPE
COMSATS TECHNOLOGIES HEAD OFFICE P.O. BOX: 4356, Islamabad, Pakistan Ph #: + 92 513 8436325 E-mail: contact@comsats.com Park road, Chak shehzed COMSATS University, Islamabad
FRONT SIDE
BACK SIDE
COMSATS TECHNOLOGIES HEAD OFFICE P.O. BOX: 4356, Islamabad, Pakistan
COMSATS TECHNOLOGIES HEAD OFFICE P.O. BOX: 4356, Islamabad, Pakistan Ph #: + 92 513 8436325 E-mail: contact@comsats.com Park road, Chak shehzed COMSATS University, Islamabad
Grid The Grid for letter head consists of 4 column with 0.2 inch gutter, and 0.5 inch margin. The copy text has additional 2 inch margin from top and bottom.
STATIONARY Very few stationary elements were required for “COMSATS Technologies”. As a general rule of thumb 0.5 inch space has been left as margins on all of the stationary, any text or COMSATS Technologies logo should be kept within the margin. Color schemes are to be kept precisely to the color palette provided in this manual. with constant background and fore ground colour.
For questions regarding the COMSATS Technology Identity Guidelines or to obtain approved versions of our logo, please contact: Jafar Khan, Communications Director COMSATS Technologies COMSATS University, Park Road, Chak Shehzad Islamabad, 40210 jkhan@COMSATS.edu