PT identity manual
Commercial brands 2.3.3 - sapo
Brand manual
V.EN3 - 28 Abril 2011
PT identity manual
Commercial brands 2.3.3 - sapo
Strategic elements
sapo 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.
PT identity manual
Commercial brands 2.3.3 - sapo
Introduction
The aim of this manual is to establish a set of rules and recommendations that seek to ensure correct implementation of the main elements of sapo. It is essential that everyone involved 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.
PT identity manual
Identity Logo
Commercial brands 2.3.3 - sapo
Visual elements Composition Colour versions Protection area and minimum dimensions Location in the layout Applications on backgrounds Incorrect usage PT endorsement proportion PT endorsement location Slogan Logo extensions
Colours
Main colour Supplementary colours
Typography
Myriad Pro Arial “sapo� in 3D
Contents
P. 07 P. 08 P. 09 P.10 P. 11 P. 12 P. 13 P. 14 P. 15 P. 16 P. 17 P. 18 P. 19 P. 20 P. 21 P. 22
Additional element
P. 04
P. 05
PT identity manual
Commercial brands 2.3.3 - sapo
Identity
Visual elements The visual identity of sapo has 4 basic elements: logo, colours, typography and an additional element.
Logo
Colours
Typography
Additional element
Myriad Pro The sapo logo consists in a fixed relation of position and proportion between the “tag” and the letters “sapo”.
The main colour of sapo is sapo green. However, colours from the PT supplementary palette may be used.
The sapo font is Myriad Pro. It is a font with the necessary characteristics to create a clear and legible message.
The objective of the “sapo” (toad) is to energize the sapo brand communication
P. 07
PT identity manual
Commercial brands 2.3.3 - sapo
Logo
PT identity manual
Commercial brands 2.3.3 - sapo
Composition
Colour versions
The sapo logo consists in the tag and the letters “sapo”. These two elements have an unique relation of position and proportion between them.
Two colour versions of the sapo logo were established: a polychromatic version (colours) and a monochromatic version (black).
Logo
The monochromatic version (black) should only be used when the use of colours is limited, or when the method of reproduction has low resolution like a fax or photocopier.
Polychromatic version - main version
Construction The calculation of the distance between the letters “sapo” and the margins of the tag were settled on the measurement X, width of the letter “p” descender.
x x x x x x
xxxxxxx
xx x x
Monochromatic version
x
P. 08
P. 09
PT identity manual
Commercial brands 2.3.3 - sapo
Logo
PT identity manual
Commercial brands 2.3.3 - sapo
Logo
Location in the layout
To preserve the integrity and legibility of the sapo logo, it was established a: - protection area regarding to other graphic elements; - minimum dimensions for reproduction.
The sapo logo must be aligned to the left or right margin. The logo protection area on the margin side may be ignored.
Minimum printing dimensions
14 mm
Minimum distance to the top
Protection area and minimum dimensions
2Y
3 mm
Y Right margin of the layout
Minimum screen dimensions
Minimum dimensions Minimum dimensions for reproduction were settled to guarantee the logo legibility. These limits were calculated regarding the logo’s shape and the different reproduction media (printed material/screen visualisation).
Left margin of the layout
60 pixels Protection area Its limits were determined on the measurement “x” width of the letter “p” descender.
In the artwork development of printed material a margin of 3 millimetres bleed must always be maintained.
2Y
P. 10
Minimum distance to the bottom
3 mm
P. 11
PT identity manual
Commercial brands 2.3.3 - sapo
Logo
PT identity manual
Commercial brands 2.3.3 - sapo
Applications on backgrounds
Incorrect usage
The background examples illustrated below provide the preview of the colour behaviour. Don’t use them as a reference for the background shape.
Changing the logo harms the coherence and perception of its identity, compromising its goals.
White background - coloured Main version
sapo green background Main version
Bright photographic background Main version
White background - one colour (black) Monochromatic version
Black background - coloured Main version
Background in a supplementary colour Main version
Dark photographic background Main version
Black background - one colour (white) Monochromatic version
P. 12
Logo
The logo must always be applied in a conscious way, respecting its integrity. The examples below are applied to all logo variants.
Incorrect proportionality relation between the elements
Use in perspective
Use of the logo in white
Incorrect location in the layout
Use of a wrong colour in the word “sapo”
Use of a secondary colour in the tag
Use without a tag on a supplementary background colour
Use with a transparent sapo logo
P. 13
PT identity manual
Commercial brands 2.3.3 - sapo
Logo
PT identity manual
Commercial brands 2.3.3 - sapo
Logo
PT endorsement proportion
PT endorsement location
In order to reinforce the sapo brand credibility, the use of the PT endorsement is always recommended. The proportion between the two logos should never exceed the fixed limit.
It is recommended that the sapo logo is located in the upper left corner of the layout. The endorsement must be placed on the opposite side, at the top. When this rule is not applicable, the endorsement must
Behaviour on any background
The PT logo takes on the sapo brand colour when they are applied together.
Comportamento com fundo preto meo
be placed in the lower left corner, under the sapo logo, lined up with the left side of the “s”. It is not recommended to put the PT endorsement near the sapo logo.
Location
h = height h = height
h = (maximum)
Limit The PT logo must be less than or equal to the measurement “h” (height of the sapo logo) when used as endorsement.
a
h h = (maximum) (máximo)
Letterhead - Top (preferred use)
Envelope - footer (alternate use)
Colour models for reproduction of the PT logo The polychromatic version of the PT endorsement logo for the sapo brand has only one colour model variant: CMYK (four color process).
P. 14
P. 15
Commercial brands 2.3.3 - sapo
PT identity manual
Logo
Slogan
Commercial brands 2.3.3 - sapo
PT identity manual
Logo
Logo extensions
The logo and the slogan are related to each other through a vertical space equivalent to the measurement “x”, as shown below.
Behaviour on any background The slogan must be in sapo green
The slogan begins on an imaginary line matching with the beginning of the “s” and ending at the end of the “o”. The slogan is in Podium Regular font.
Sapo green background The slogan must be in white
x
The logo with extensions is used to identify products or services and it must always be on the left margin of the layout. The extension is separated horizontally by a space equivalent
Behaviour on any background The extension must be in sapo green
to twice the measurement “x” after the sapo logo, as shown below. The extensions are in Podium Regular font.
sapo green background The extension must be in white
x
xxxx
xx
xxxx
xx
xxxx
xx
x
x x
P. 16
P. 17
PT identity manual
Commercial brands 2.3.3 - sapo
Colours
Commercial brands 2.3.3 - sapo
PT identity manual
Colours
Main colour
Supplementary colours
The main colour of the sapo brand is sapo green. Any colour model that is not included in this manual must use Pantone as a reference.
The supplementary colour palette consists of 5 colours: supplementary yellow, supplementary green, supplementary blue, supplementary purple and supplementary pink.
sapo green
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 the catalogue)
RAL: 5003 Sapphire blue
RAL: (no reference in the 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
Pantone: 368 C CMYK: C: 65% M: 0% Y: 100% K: 0% RGB: R: 67 G: 157 B: 42 Web: #439D2A RAL: 6018 Vinyl: 3M Scotchcal Series 100: 100-047
P. 18
The supplementary palette colours can be used tranversally in all PT Group media communication.
P. 19
PT identity manual
Commercial brands 2.3.3 - sapo
Typography
Myriad Pro The institutional font for the PT Group brands is Myriad Pro. It has the necessary characteristics to create a clear and legible message.
Commercial brands 2.3.3 - sapo
Typography
Arial 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. 20
PT identity manual
If a default font 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. 21
PT identity manual
Commercial brands 2.3.3 - sapo
Additional element
“sapo” (toad) in 3D The 3D “sapo” (toad) is used in advertising and in other communication material such as packaging or retail interiors. It’s use in different media ensures consistency in communication.
P. 22
The 3D toad does not have a fixed relation of position and proportion with the sapo logo.
PT identity manual
DMP/EMT
Commercial brands 2.3.3 - sapo
V.EN3 - 28 Abril 2011