Puragen Brand Guidelines by HTDL

BRAND GUIDELINES

PURAGEN BRAND GUIDELINES | V1

The new Puragen brand is a valuable business asset and a key communication tool. This document briefly outlines the correct application of the brand for those involved in its implementation. These brand identity guidelines have been created to ensure that the visual design elements of the Puragen brand are correctly applied in every situation in which they are used.

The logotype has been created using a hand drawn bespoke font. The fan blade icon has been designed to visually reflect a number of renewable energy sources such as a wind turbine, solar rays and a hydro pump.

The Puragen brand is made up by using a combination of the logotype, (the word â&#x20AC;&#x2DC;puragenâ&#x20AC;&#x2122;) and the fan blade icon.

These published guidelines are essential for providing consistency in all communications and should be followed to give Puragen a uniform identity, greater visibility and powerful marketing possibilities.

PURAGEN BRAND GUIDELINES | V1

Brand elements The Puragen brand comprises a number of key elements which can be used in a number of ways. The collective brand elements of the icon, logotype and strapline have been precisely positioned and should not be adjusted in any way. The Puragen logotype should never be used without the fan blade icon, however the icon can be used on itâ&#x20AC;&#x2122;s own as shown on this page.

PURAGEN BRAND GUIDELINES | V1

Logo application and usage The logos should only be used in the format they are designed, they should not be angled, skewed, disproportioned, re-coloured or adjusted in anyway. Do not attempt to try and re-create the logos, artwork is available in a variety of formats and can be supplied as vector files such as Adobe Illustrator and EPS format as well as high resolution bitmap formats such as TIFF and JPEG from Puragen. The minimum recommended size of the logo is 40mm wide:

40mm

Always allow a clear space area around the logo equal to the ‘x’ height of the puragen letters.

A ‘cropped’ version of the icon can be used as a corner device as shown here.

PURAGEN BRAND GUIDELINES | V1

Logo variations A number of alternative variations of the logo which are shown here have been created to allow for different methods of reproduction. Care should be taken when applying the logo to coloured backgrounds to ensure a strong level of contrast. Primary logo

Simplified logo

Mono logo

Use on coloured backgrounds

PURAGEN BRAND GUIDELINES | V1

Colours There are three basic colours that make up the Puragen brand identity, comprising Puragen corporate colours of Puragen Dark Blue, Puragen Light Blue and Puragen Green. In addition to this palette, specifications are also given for the darker colours which mimic the overlayed effect of the colours.

Primary colour palette

PURAGEN DA RK BLUE PANTONE 295 5 CMYK C100/M 50/Y0/K50 RGB R0/G64/ B113 RAL 5003

Secondary colour palette

HT BLUE PURAGEN LIG 5 PANTONE 299 5/Y0/K0 CMYK C70/M1 0/B225 RGB R39/G17 RAL 5012

PURAGEN GR EEN PANTONE 369 CMYK C60/M0 /Y100/K0 RGB R114/G1 91/B68 RAL 6018

PURAGEN GREEN + 30K PANTONE 370 CMYK C60/M0/Y100/K30 RGB R81/G144/B50 RAL 6017

PURAGEN GREEN + 50K PANTONE 371 CMYK C60/M0/Y100/K50 RGB R58/G114/B36 RAL 6010

PURAGEN GREEN BLACK PANTONE 3435 CMYK C100/M50/Y100/K50 RGB R0/G64/B35 RAL 6005

PURAGEN BLUE GREY PANTONE 7460 CMYK C70/M15/Y0/K30 RGB R30/G129/B171 RAL 5015

PURAGEN BRAND GUIDELINES | V1

Fonts & typography The primary font used for the brand identity is Trebuchet, a contemporary, sans serif font with excellent clarity at both large and small sizes in both printed and screen applications. The supplementary font is Trebuchet Italic. This should only be used for highlighting specific words and messages.

Primary fonts

Secondary fonts

Trebuchet Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrtstuvwxyz 1234567890!@£$%^&*()

Trebuchet Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrtstuvwxyz 1234567890!@£$%^&*()

Trebuchet Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrtstuvwxyz 1234567890!@£$%^&*()

Trebuchet Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrtstuvwxyz 1234567890!@£$%^&*()

PURAGEN BRAND GUIDELINES | V1

Vehicle livery The application example shown is a guide to how the Puragen brand should be applied to vehicle liveries. This is not deemed to be a definitive design as vehicle types will differ, however by following this template as closely as possible with an effective application of the brand elements, the Puragen brand can be maximised.

PURAGEN BRAND GUIDELINES | V1

Stationery The Puragen stationery set features the Puragen logo in the top left hand corner and cropped icon to bottom right on all items. The letterhead text should be in 11pt Trebuchet and laid out as shown with a left hand margin of 35mm to align with the Puragen â&#x20AC;&#x2DC;pâ&#x20AC;&#x2122;. The front face of the business card features the individual contact details with the address and generic contact information to the reverse.

Recipient Name Address Line One Address Line Two Address Line Three Postcode Date

John Smith Managing Director T: 01234 5678910 M: 01234 5678911 john.smith@puragen.co.uk

Puragen Limited Warwick House Houghton Hall Park Houghton Regis Dunstable LU5 5ZX T: 01234 567892 F: 01234 567893 W: www.puragen.co.uk

Dear Recipient Name This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Dummy settings which use other languages or even gibberish to approximate text have inherent disadvantages that they distract attention towards themselves. Simultext may be produced in any typeface, at whatever size and format is required. Paragraphs may be long or short. Texts can be produced to complete an area, as the basic copy is simply repeated. This is dummy text. It is inended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Dummy settings which use other languages or even gibberish to approximate text have inherent disadvantages that they distract attention towards themselves. Simultext may be produced in any typeface, at whatever size and format is required. Paragraphs may be long or short. Texts can be produced to complete an area, as the basic copy is simply repeated. This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Dummy settings which use other languages or even gibberish to approximate text have inherent disadvantages that they distract attention towards themselves. Simultext may be produced in any typeface, at whatever size and format is required. Paragraphs may be long or short. Texts can be produced to complete an area, as the basic copy is simply repeated. Sign Off Sender Name Sender Job Title

PURAGEN BRAND GUIDELINES | V1

Stationery PRESS RELEASE

Continued

Date This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Dummy settings which use other languages or even gibberish to approximate text have inherent disadvantages that they distract attention towards themselves. Simultext may be produced in any typeface, at whatever size and format is required. Paragraphs may be long or short. Texts can be produced to complete an area, as the basic copy is simply repeated. This is dummy text. It is inended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Dummy settings which use other languages or even gibberish to approximate text have inherent disadvantages that they distract attention towards themselves. Simultext may be produced in any typeface, at whatever size and format is required. Paragraphs may be long or short. Texts can be produced to complete an area, as the basic copy is simply repeated. This is dummy text. It is intended to be read but have no meaning. As a simulation of actual copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or brain. Dummy settings which use other languages or even gibberish to approximate text have inherent disadvantages that they distract attention towards themselves. Simultext may be produced in any typeface, at whatever size and format is required. Paragraphs may be long or short. Texts can be produced to complete an area, as the basic copy is simply repeated. For more information: John Smith, Puragen Limited, Warwick House, Houghton Hall Park, Houghton Regis Dunstable LU5 5ZX T: 0870 013 0382 E: info@puragen.co.uk

PURAGEN BRAND GUIDELINES | V1

If you would like to be supplied with brand artwork or have any questions regarding the guidelines please contact Puragen or HTDL, the brand designers: Puragen Warwick House Houghton Hall Park Houghton Regis Dunstable LU5 5ZX T: E: W:

0870 013 0382 TBA www.puragen.co.uk

HTDL 6 Ardent Court William James Way Henley in Arden Warwickshire B95 5GF T: E: W:

01564 797420 post@htdl.co.uk www.htdl.co.uk