PT Identity manual
Institutional brands 2.2.3 - PT bluestore
Brand manual
bluestore
V.EN1 - 19 Abril 2011
PT Identity manual
Institutional brands 2.2.3 - PT bluestore
Strategic elements
PT bluestore brand strategy elements X xxx xxxxxxxxxx xxxx x xxxxxxxx xxxxx xx xxxxxxx xx xxxxxxxxxxxxxx xxxxxx, xxxxxxxxxxxxxxx xx xxxxxxxx xxxxxxxxxx xx xxxxxxxxxx, xxxxxxxxxxxx x xxxxxxx xxxxxxxxxxxx xxx xxxx xxxxx. Xx x xxxxxxxxxx, x xxx xxxxxx xx xxxx xxxxxxxxx xxxxxxxx: - xxxxxxxxxxxxxxxxxxxx xxx x xxxxxxx, xxxxxxxxxxxxxx xxxxxx xxxxxxx, xxxxxx x xxxxxxxxx; - xxxxxxxxxx, xxxxxxxxx xxxxxxxx xx xxxxxxxxxxxx x xxxxxxx xxx xxxxxxx xxx x xxxxx xx xxxxxxxx x xxxxxxx xxx xxxxxxxxxxxx xxxx; - xxxxxxxxxxxxxx, xxxxxxxxxx xxxxxxxx x xxxxxxx xx xxxxx xx xxxxxxxx xxx xxxxxxxxxxx. X xxxxxx xxx xxxxxxx xxxxxxxxxxxx xxx xxxxxxxx xxxxxxx:
Xxxxxxx Xxxxxxxxxxx Xxxxxxxxxxxx Xxxxxxxxx Xxxx Xxxxxxxxx
Xxxxxxxxx xx xxxxx xx xxxxxx x xx xxx, xx xxxxx xxxxxxxxx xx xxxxxxx x xxxxx xxxxxxxxxxx, xx xxxxxxxxxxxxxxxx xxx xxxxxxxxx xxxxxxxx xx xxxxxxxxxxxxxxxxx, xx xxxxxx xx xxxxxxxxx.
Xxxxxxx xx xxxxxxxxxx xx xxxxxx, xxxxxxxxx xxxxxxx xxx xxxxxxx, xxx xxxxxxxxxxxxx xxxxxxxxxx xxx xxx xxxxxxx.
Xxxxxxxxx xx xxxxx xx xxxxxx x xx xxx, xx xxxxx xxxxxxxxx xx xxxxxxx x xxxxx xxxxxxxxxxx, xx xxxxxxxxxxxxxxxx xxx xxxxxxxxx xxxxxxxx xx xxxxxxxxxxxxxxxxx, xx xxxxxx xx xxxxxxxxx.
Xxxxxxx xx xxxxxxxxxx xx xxxxxx, xxxxxxxxx xxxxxxx xxx xxxxxxx, xxx xxxxxxxxxxxxx xxxxxxxxxx xxx xxx xxxxxxx.
Xxxxxxxxx xx xxxxx xx xxxxxx x xx xxx, xx xxxxx xxxxxxxxx xx xxxxxxx x xxxxx xxxxxxxxxxx, xx xxxxxxxxxxxxxxxx xxx xxxxxxxxx xxxxxxxx xx xxxxxxxxxxxxxxxxx, xx xxxxxx xx xxxxxxxxx.
Xxxxxxx xx xxxxxxxxxx xx xxxxxx, xxxxxxxxx xxxxxxx xxx xxxxxxx, xxx xxxxxxxxxxxxx xxxxxxxxxx xxx xxx xxxxxxx. P. 03
PT Identity manual
Institutional brands 2.2.3 - PT bluestore
Introduction
The aim of this manual is to define a set of rules and recommendations that seek to ensure correct application of the main elements of the PT bluestore brand. It is essential that everyone cooperates in complying with and applying these rules in order to ensure a coherent and uniform visual identity. We know we can rely on you. Thank you. P. 04
PT Identity manual
Identity Logo
Colours
Typography
Institutional brands 2.2.3 - PT bluestore
Visual elements Composition Colour versions Protection area and minimum dimensions Applications on backgrounds Incorrect usage Main Colour Complementary colours Supplementary colours Myriad Pro Arial
Contents
P. 07 P. 08 P. 09 P. 10 P. 11 P. 12 P. 13 P. 14 P. 15 P. 16 P. 17
P. 05
PT Identity manual
Institutional brands 2.2.3 - PT bluestore
Identity
Visual elements The visual identity of bluestore has 3 basic elements: logo, colours and typography.
Logo
Colours
Myriad Pro
bluestore The PT bluestore logo consists on a fixed relation of position and proportion between the PT logo and the word “bluestore�.
Typography
The colour scheme of the PT bluestore brand consists of a main colour, a complementary colour palette and a supplementary colour palette.
The PT bluestore font is Myriad Pro. It is a font with the necessary characteristics to create a clear and legible message.
P. 07
Institutional brands 2.2.3 - PT bluestore
PT Identity manual
Logo
Composition The PT bluestore logo consists on a fixed relation of position and proportion between the PT logo and the word “bluestore”. The name consists on typography in lower cases in the PT blue colour, with “blue” prefix in Myriad Pro Semibold
font, followed by the description label, in the Myriad Pro Light font. There is no space between “blue” prefix and the description label.
bluestore
Z
2/3 Z
PT Logo
P. 08
Type of font: Myriad Pro Semibold
Type of font: MyriadPro Light
Institutional brands 2.2.3 - PT bluestore
PT Identity manual
Logo
Colour versions Four colour versions of the PT bluestore brand were defined: two versions in positive and negative polychrome and two versions in positive and negative monochrome.
The monochromatic versions should only be used when there are limitations on use of colours, or when the method of reproduction has low resolution like a fax or photocopier.
Positive polychromatic version
Negative polychromatic version
bluestore Colour models for reproduction The polychromatic versions of PT bluestore logo have two colour model variants: - CMYK colour model (four-colour); - PMS colour model (pantone - process). The PMS variant is made from two direct colours (pantone 3135 and black) and must always be used whenever four-colour reproduction is not necessary.
bluestore Negative polychromatic versions The negative polychromatic version is only used in cases in which the logo is applied on backgrounds (photographs or colour) with very dark tones or similar to grey graphite, which can cause problems of visibility and contrast in colours of the letters.
Monochromatic versions Positive
bluestore
Negative
bluestore
Monochromatic versions Monochromatic versions are considered only in negative (white) or positive (black). They should only be used when there are limitations on the use of colour or when the method of reproduction is of low quality, like a fax or photocopier.
P. 09
Institutional brands 2.2.3 - PT bluestore
PT Identity manual
Logo
Protection area and minimum dimensions To preserve the integrity and legibility of the PT bluestore logo, the following guidelines has been defined: - protection area relative to other graphic elements; - minimum dimensions for its reproduction.
Protection area The limits were defined based on the measurement “x�, which is the diameter of the circles in the logo.
bluestore
Printing minimum dimensions
7 mm
P. 10
bluestore
Minimum dimensions for screen 30 pixels
bluestore
Minimum dimensions Minimum dimensions for reproduction were defined to guarantee logo legibility. These limits were calculated attending the logo’s shape and the different reproduction materials (printing material/screen visualisation).
PT Identity manual
Institutional brands 2.2.3 - PT bluestore
Logo
Applications on backgrounds The background examples that are illustrated below are only a reference for visualisation of colour behaviour and not a reference for the shape.
The PT bluestore logo cannot be placed in a box, it must stand alone.
White background - coloured Positive polychromatic version
Bright photographic background Positive polychromatic version
PT blue background Negative polychromatic version
bluestore
bluestore
Black background – coloured Negative polychromatic version
Grey Graphite background Negative polychromatic version
bluestore
bluestore
bluestore
Dark photographic background Negative polychromatic version
bluestore
White background - one colour (black) Positive monochromatic version
bluestore
Black background - one colour (white) Negative monochromatic version
bluestore
P. 11
PT Identity manual
Institutional brands 2.2.3 - PT bluestore
Logo
Incorrect usage Changing the logo harms the coherence and perception the PT bluestore identity, including its goals.
Use of outlines, frames or visual effects.
store
Changing the elements placement or proportionality
bluestore
Incorrect use of fonts
bluestore
Incorrect use of colours
bluestore
The logo must always be applied in a conscious way, respecting its integrity. The examples below apply to all logo variants.
Element alteration, removal or addition
bluestore
Use of watermarks or “tints�
Distortion (horizontal, vertical or perspective)
bluestore
Creation of new versions or expressions
bluestore bluestore
P. 12
PT Identity manual
Institutional brands 2.2.3 - PT bluestore
Colours
Main colour The main colour of the PT bluestore brand is PT blue. Any colour model that is not included in this manual should use Pantone as a reference.
Azul PT Pantone: 3135 C CMYK: C: 100% M: 0% Y: 20% K: 10% RGB: R: 0 G: 153 B: 171 Web: #0099AB Ink ref: Supplier - Hempel Hempatone Extra 58910/3P104 Hempalux AL Water Satin 58352/3P104 Hempalux AL Water Glossy 58352/3P104 Vinyl: 3M 3630: 11945 Oracal SĂŠrie 851/951: 553 Lagoon P. 13
PT Identity manual
Institutional brands 2.2.3 - PT bluestore
Colours
Complementary colours The pallet of complementary colours is made of 4 colours: light blue, medium blue, dark blue, and graphite grey. In order to preserve the graphic scheme of the PT bluestation brand,
these colours must be used in addition to the institutional colour (PT blue). The complementary pallet colours must only be used to organize, differentiate, clarify and highlight.
Light blue
Medium blue
Dark blue
Graphite grey
Pantone: 311 C
Pantone: 7469 C
Pantone: 546 C
Pantone: 432 C
CMYK: C: 65% M: 0% Y: 15% K: 0%
CMYK: C: 100% M: 20% Y: 0% K: 50%
CMYK: C: 90% M: 15% Y: 0% K: 85%
CMYK: C: 0% M: 0% Y: 0% K: 85%
RGB: R: 59 G: 194 B: 215
RGB: R: 0 G: 88 B: 132
RGB: R: 0 G: 46 B: 72
RGB: R: 76 G: 76 B: 78
Web: #3BC2D7
Web: #005884
Web: #002E48
Web: #04C4C4E
RAL: (no reference in the catalogue)
RAL: 5001 Green Blue
RAL: 5011 Steel blue
RAL: 7016 Anthracite grey
Vinyl: 3M Scotchcal Series 100: 100-003 Dark blue
Vinyl: 3M Scotchcal Series 100: 100-27 Insignia blue
Vinil: 3M Scotchcal 100 100-012 Grey
Vinyl: 3M Scotchcal Series 100 100-602 Peacock blue
P. 14
Institutional brands 2.2.3 - PT bluestore
PT Identity manual
Colours
Supplementary colours The supplementary colour palette consists of 5 colours: supplementary yellow, supplementary green, supplementary blue, supplementary purple and supplementary pink.
The supplementary palette colours can be used tranversally in all PT Group media communication.
Supplementary Yellow
Supplementary Green
Supplementary Blue
Supplementary Purple
Supplementary Pink
Pantone: 1235 C
Pantone: 382 C
Pantone: 302 C
Pantone: 2603 C
Pantone: 214 C
CMYK: C: 0% M: 35% Y: 100% K: 0%
CMYK: C: 35% M: 0% Y: 100% K: 0%
CMYK: C: 100% M: 50% Y: 10% K: 60%
CMYK: C: 75% M: 100% Y: 0% K: 5%
CMYK: C: 0% M: 100% Y: 25% K: 5%
RGB: R: 231 G: 176 B: 18
RGB: R: 190 G: 214 B: 0
RGB: R: 0 G: 65 B: 101
RGB: R: 110 G: 37 B: 133
RGB: R: 201 G: 0 B: 98
Web: #E7B012
Web: #BED600
Web: #004165
Web: #6E2585
Web: #C90062
RAL: 1028 Melon yellow
RAL: (no reference in catalogue)
RAL: 5003 Sapphire blue
RAL: (no reference in catalogue)
RAL: 4010 Telemagenta
Vinyl: 3M Scotchcal 100-25
Vinyl: 3M Scotchcal 100-449
Vinyl: 3M Scotchcal 100-724
Vinyl: 3M Scotchcal 100-265
Vinyl: 3M Scotchcal 100-454
P. 15
PT Identity manual
Institutional brands 2.2.3 - PT bluestore
Typography
Myriad Pro The institutional font for all PT Group brands communication is Myriad Pro. It Is a font with the necessary characteristics to create a clean and legible message.
In order to maintain coherence among all communication material, the following weights are recommended: Light, Regular, Semibold, Bold and Black and their variants in italic.
ABCDEFGHIJKMN OPQRSTUVWXYZ Myriad Pro abcdefghijklmno pqrstuvwxyz P. 16
PT Identity manual
Institutional brands 2.2.3 - PT bluestore
Typography
Arial If a default font type is needed, for internal applications or presentations, we recommend the use of Arial.
Its versatility allows it to be used successfully in printed and digital media. The use of Regular and Bold weights (and their italic variants) are recommended.
ABCDEFGHIJKMN OPQRSTUVWXYZ Arial
abcdefghijklmno pqrstuvwxyz P. 17
PT Identity manual
Institutional brands 2.2.3 - PT bluestore
bluestore
DMP/EMT
V.EN1- 19 Abril 2011