Tribute Solar Technologies Branding Manual by KellieWright

CORPORATE IDENTITY MANUAL CREATED FOR

Tribute Solar Technologies CREATED BY

Kellie Wright

CREATED ON

11/2013

PREFERRED IDENTITY Identity Importance The Tribute Solar Technologies logo is the brandâ&#x20AC;&#x2122;s main identifier and should be used on all communications, form stationery and signage to website pages and other digital applications. The identifier created for Tribute is meant to represent the energy of the sun. The sun is created by the dynamic negative space of the logo, and it is also never-ending- just as the suns energy. This symbol paired with a modern sans-serif type face represents Tribute Solar Technologies as the innovative, technology driven, and environmentally conscious company that they are.

Please do not attempt to recreate the Tribute logo. Contact our Toronto, ON, head office for an approved version in the file format you require. All policies and principles presented in this manually must be strictly followed to protect the integrity of Tribute Solar Technologiesâ&#x20AC;&#x2122; corporate identity. Our logo is composed of two elements: a symbol and a signature. The relationship of these two elements must never be altered aide from the specified variations in this manual.

symbol

signature Pg 2

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Preferred Logo

LOGO CONSTRUCTION Signature Construction

Logo Construction

This page of the manual describes the methods used to create to create an accurate identity for Tribute Solar Technologies, from scratch, at undetermined sizes. The Tribute Solar Technologies identity is based on the font Neuropol. All units of measure for the identity are derived from the typography of the signature.

Octagon1 has a width and height equal to “3a”. Octagon2 has a width and height equal to “1a” and is placed inside Octagon1, with spacing equal to “0.5a” from the left and bottom (Figures 1 and 2). The triangles begin at the center of Octagon2. The width of one triangle is equal to “1b” when it meets the edge of Octagon1 and equal to “2b” when it meets the edge of Octagon2. Each triangle is rotated 45 degrees around Octagon2, for a total of eight triangles equally spaced (Figure 3). Rotate the triangles 22.5 degrees so that the center of each triangle lines up with a corner of Octagon2 (see Figure 4). The triangles and Octagon2 must be cut out of Octagon1. Octagon1 is the only visible element of the logo when it is complete (Figure 5).

Units of measure: “a” is equal to the x-height of the signature “b” is equal to the width of the stem “R” in the signature All of the stems in the signature are equal to “b” (Figure 5). The distance between the letters in Tribute is equal to “2b” (Figure 5).

Figure 1

Figure 5

Figure 2 Octagon1 1.5a

Octagon2 0.5a

a 1.5a 0.5a

Figure 3

Figure 4 2b

22.5˚

45˚ 1b

a b

2b Font: Neuropol

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Logo Construction

STAGING & CLEAR SPACE Clear Space Every corporate identity has a certain amount of space around them that belongs to only them. Nothing ever comes inside the space no matter how related to the company it may be. The only exception to this rule are the versions of the identity that use the Corporate Activity Phrase, such as the ones used on vehicles and signage; in these cases the phrase becomes part of the identity and it is then acceptable. The reasoning for this rule is so that when your identity is applied to any printed materials or web-based situations, the identity has enough room around it for people to clearly see it. This ensures your logo will never be crowded; therefore, will always look clean and professional.

2x 3x

Staging The amount of clear space around this identity is measured by the x-height of the logotype. The amount of space between the logotype and the identity is equal to 1x. The amount of clear space around the entire logo is measured by 2x, as shown in the diagram. The reasoning for this is that your logotype and identity should always be closer to each other than any other element outside the logo.

Corner of a page

Page with text Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock,

a Latin professor

at Hampden-Sydney

College in Virginia,

looked up one of the

more obscure Latin

Clear Space Situations

words, consectetur,

from a Lorem

Ipsum passage, and

going through

the cites of the

word in classical

Here are some situations that showcase the use and benefits of the clear space rules.

literature, discovered

the undoubtable

source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance. The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32. The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested. Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham. There are many variations of passages of Lorem Ipsum available, but the majority have suffered alteration in some form, by injected humour, or randomised words which don’t look even slightly believable. If you are going to use a passage of Lorem Ipsum, you need to be sure there isn’t anything embarrassing hidden in

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Staging and Clear Space

MINIMUM SIZES Minimum Sizes Every corporate identity has a practical cut-off point in size where the identity will suffer from lack of clarity. The identity needs to be clear in every situation it is applied which is why there is a cut-off point.

For Web Applications

Dimensions For this logo the cut off points are as follows: Web - Vertical identity: 105 pixels wide - Horizontal identity: 140 pixels wide Print - Vertical identity: 1.5 inches wide - Horizontal identity: 2 inches wide

Rationale These cut off points were decided by determining the size where the logo starts to become illegible. After the determined minimum sizes, the Tribute logo identity starts to loose its line separations and the text starts to become blurry.

105 px

140 px

For Print Applications

2 in

1.5 in

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Minimum Sizes

CORPORATE COLOUR VARIATIONS Colour Variations The original coroporate colour variations are always acceptable but the colour variations shown are provided to accomodate different design and reproduction situations. At the top are shown the original Tribute logos; one positive variation and one negative variation. There are two corporate green colours to accomodate for the negative and positive version.

Two-Colour Positive

Tribute Eco Green and Tribute Gray on White

Two-Colour Reverse

Tribute Solar Green and White on Black

One-Colour Positive Tribute Gray on White

Two-Colour Reverse

Tribute Solar Green and White on Tribute Gray

Positive

Black on White

Reverse

White on Non-Corporate Colour

White on Black

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Corporate Colour Variations

CORPORATE COLOUR SWATCHES Colour Swatches The primary colour pallette includes the original identity colours- the only colours applied to the logo. The secondary pallette includes options for variation in applications including advertising, print design, web design, etc.

P= Primary Colour S= Secondary Colour

CMYK RGB HEX PMS

63 / 9 / 1 / 0 67 / 182 / 231 43BB6E7 2985 U

TRIBUTE SKY BLUE

TRIBUTE LIGHT GRAY

CMYK RGB HEX PMS

0 / 0 / 0 / 20 209 / 210 / 212 D1D2D4 P 179-3 U

S Pg 7

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CMYK RGB HEX PMS

84 / 17 / 82 / 3 13 / 149 / 94 0D955E 355 U

0 / 36 / 85 / 0 255 / 174 / 61 FFAE3D 129 U

TRIBUTE SUNRAY YELLOW

CMYK RGB HEX PMS

33 / 27 / 26 / 0 174 / 173 / 174 AEADAE Cool Gray 5 U

TRIBUTE FOREST GREEN

CMYK RGB HEX PMS

11 / 0 / 66 / 2 226 / 227 / 119 E2E377 379 U

TRIBUTE MEDIUM GRAY

TRIBUTE ECO GREEN

CMYK RGB HEX PMS

51 / 43 / 40 / 6 131 / 131 / 133 838385 Cool Gray 10 U

TRIBUTE SOLAR GREEN

CMYK RGB HEX PMS

32 / 0 / 98 / 0 185 / 214 / 53 B9D635 381 U

TRIBUTE GRAY

CMYK RGB HEX PMS

Colour Legend

Corporate Colour Swatches

CORPORATE TYPEFACE PAGE The corporate typeface is Trade Gothic- it is different from the signature font in the identity. This is because the identity font is too stylized, therefore hard to read at different sizes, and contains no variations. The given font variations are used in different design applications involving the corporate identity. The variations give options for page hierarchies and are the same as the ones used for titles, subtitles, body text, and captions in this manual.

There is another font included for web applications. Helvetica is the sans serif substitute for Trade Gothic, as the corporate typeface may not always be supported digitally.

Body: Helvetica Regular a b c d efg h i j k l m n o p q r s t u v w x y z A B CDEFGHIJ K L M N O PQ RSTUV W X Y Z 12 3 4 5 678 9

Caption: Helvetica Bold

a b c d efg h i j kl m n o p q rs tuv w x yz AB C DEFG H IJ KLM N O PQ RSTUV WXYZ 12 345 678 9

Subhead: Helvetica Bold

a b c d e fg h i j kl m n o p q rs tuv w x yz AB C D E FG H IJ KLM N O PQ R STUV W X Y Z 12 34 5 678 9

Heading: Helvetica Bold

a b c d e f g h ij k l m n o p q r s t uv w x y z A B C D E FG H I J K L M N O P Q R S T U V W X Y Z 12 3 4 5 6 7 8 9

PRINT APPLICATIONS

Typeface for Web

WEB APPLICATIONS

Typeface for Print

Body: Trade Gothic LT STD Condensed No. 18

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789

Caption: Trade Gothic LT STD Bold Condensed No. 20

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 Subhead: Trade Gothic LT STD Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789 Heading: Trade Gothic LT STD Bold Cndensed No. 20

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789

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Corporate Typeface

ACCEPTABLE VARIATIONS Acceptable Variations These variations are created to accommodate various constraints of reproduction or format and may be used when the Preferred Logo is unsuitable for any reason.

Preferred Identity

Extreme Verticle Identity Identity Symbol 2x x 2x

Preferred Identity with Activity Phrase 2x

Extreme Horizontal Identity 2x x

SOL AR TECHNOLOGIES

2x 2x

0.5x 0.5x

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Acceptable Identity Variations

UNACCEPTABLE DEVIATIONS Preferred Logo

Unacceptable Deviations The identity deviations shown below are never to be applied under any circumstances. The only acceptable variations of this logo are shown on â&#x20AC;&#x153;Acceptable Variationsâ&#x20AC;? (pg 9), so that the logo will consitently and effectively represent the brand the way it was intended.

do not rotate the identity do not change the signature font

do not violate the identity staging and clear space rules

do not reduce opacity

T R I BU T E

do not distort the identity in any way do not crop the identity

do not display as outlines

do not add elements

continued on pg 11 > do not add any effects

do not use insppropriate scale variation

do not misalign the identity and logotype

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do not switch the identity colours

or add any extra colours Unacceptable Identity Deviations

UNACCEPTABLE DEVIATIONS 2 Unacceptable Deviations

do not distort the identity in any way

do not display as outlines

do not crop the identity The identity deviations shown below are never to be applied do not add elements under any circumstances. The only acceptable variations of this logo are shown on â&#x20AC;&#x153;Acceptable Variationsâ&#x20AC;? (pg 9), so that the logo will consitently and effectively represent the brand the way it was intended.

do not add any effects

do not take elements away from identity

do not use insppropriate scale variation

do not put the logo inside a shape

do not misalign the identity and logotype

do not apply to a busy background

do not switch the identity colours or add any extra colours

do not use the identity within text

Do not use the identity within text. do not use the identity. is the solar technologies brand of the year.

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Unacceptable Identity Deviations

IDENTITY APPLICATION: PRINT Stationery Application Guidelines The logo is applied to every piece of the corporate identity. Any piece of corporate stationery should include the preferred variation of the logo. All printed elements for the Tribute brand should follow the rules for corporate typefaces, colour swatches, and acceptable colour variatons. The clearspace rules must also always be applied to logos displayed on stationery pieces, as shown below.

The stationery set includes a business card, letterhead, envelope, and mailing label for all business-to-business interaction since businesses and corporations are Tribute solar technologies largest target market.

Tribute Solar Technologies 6155 Noble Drive Thrashers Cove, BC L4R 0B4, CA (519) 763 6096 www.tributesolartech.ca

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Clary Henderson Vice President P (519) 763 6087 F (519) 766 606 chenderson@tribute.ca

Identity Application: Print

IDENTITY APPLICATION: DIGITAL Digital Application Guidelines

Campaign

This page displays a digital billboard design that is powered by solar energy, so as to demonstrate the power of solar technology. When the logo is displayed digitally for advertising, it must be shown it its full form. In this example the logo is shown as a template for a photograph. The identity still holds its original shape and is accompanied by a full version, which makes it acceptable.

The billboard campaign conveys the values of the Tribute brand. Its purpose is to create awareness for the brand and catch attention, encouraging viewers to dig for more information. The billboard displays pictures of natural wonders around the world to demonstrate the cause consumers are supporting in choosing to “go green”. The displays would be changed every four months to stay relevant to the season. Displayed are three transition examples for each season.

Summer

Fall

SOL AR TECHNOLOGIES

Help preserve Earth’s wonders

SOL AR TECHNOLOGIES

Help preserve Earth’s wonders

SOL AR TECHNOLOGIES

Help preserve Earth’s wonders

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Identity Application: Digital

IDENTITY APPLICATION: DIGITAL Digital Application Guidelines

Campaign

Winter

Spring

SOL AR TECHNOLOGIES

Help preserve Earth’s wonders

SOL AR TECHNOLOGIES

Help preserve Earth’s wonders

SOL AR TECHNOLOGIES

Help preserve Earth’s wonders

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Identity Application: Digital

IDENTITY APPLICATION: TRANSIT Transportation Application

Application Guidelines

Here are some samples of logo and brand application to methods of transit for Tribute products. Included, is a view of a truck wrap example and two airplane versions that display what the Tribute logo should look like when applied to transportation. Transport trucks and airplanes are a good touch-point for consumers because the primary target market includes business men who would be likely to encounter these applications on their commute to work.

At least one primary colour, and one full version of the identity should always be displayed on transportation designs. The logo is allowed to be expanded and bleed off the element, as shown here, as long as another full version of the identity is also shown. Clearspace rules will apply to the logo displayed in its full form.

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Identity Application: Transit