Visual Identity Guidelines
CONTENTS
BRAND PLATFORM
01
Brand Manifesto
04
Tone of Voice
BRAND IDENTITY
10
Construction & Clearspace
12
Colour Palette
14
Minimum Sizes
16
Visual Identity Prohibitions
18 Typography 18 Typography
GO MAKE A DIFFERENCE. GO MAD. We believe in a future where automation is attainable by everyone. We create a simpler and more accessible everyday through robotics. We make the difference in your next tomorrow. We are PBA Group. TAGLINE | PBA Brand Identity
Manifesto In a world shaped by technology, we seek to disrupt, redefine and break the mould. Our purpose is to innovate, enable and push limits. Until the line separating technology and the routine in our everyday fades, and they become one and the same — simple and accessible to all. Go make a difference. Go mad. PBA Group.
MANIFESTO | PBA Brand Identity
BRAND PLATFORM
Tone of Voice EMOTIVE
We want to influence and inspire. Less engineering jargon, more words that connect with people. Simple words can help push sentiments with clarity. POSITIVE
We are uplifting, ambitious, and curious, representing the company’s progressive attitude. Words used should have an ambitious and optimistic spark. DEFINITIVE
We set ourselves apart by being a challenger brand and speaking with assurance and conviction. We are clear in all that we do and we show it through speaking with gusto and confidence.
BRAND PLATFORM | PBA Brand Identity
PBA LOGO
OUR BRANDING
The PBA brand is represented by the exuberant 3D rendered roundel and bespoke three-lettered wordmark, which together we call our visual identity (or logo).
ROUNDEL
WORDMARK
VISUAL IDENTITY
PBA LOGO | PBA Brand Identity
ROUNDEL HORIZONTAL VISUAL IDENTITY
WORDMARK
CLEARSPACE & CONSTRUCTION
The primary expression uses the graded Hydra Green and Ancillary Lime iteration only. The clearspace zone is equal to upper height of the letter ‘P’. The horizontal arrangement of these components is the primary visual expression to be used. Please take note of the spacing measures in place to allow for best visibility and recognition, and where possible never violate the allowable clearspace area.
MINIMUM CLEARSPACE
ROUNDEL
WORDMARK VISUAL IDENTITY
PBA LOGO | PBA Brand Identity
USAGE VARIANTS: VISUAL IDENTITY PROHIBITIONS
It is important that the appearance of the visual identity remains consistent. The visual identity should not be misinterpreted, modified, or added to. No attempt should be made to alter the visual identity in any way.
PEOPLE . BOTS . AUTOMATION
Do not change the visual identity colour outside those colours specified in the colour section of this guide.
Do not change the typeface or otherwise recreate the wordmark/ descriptor. Use only the provided files.
Do not swap the visual identity colour.
Do not outline or create a keyline around the visual identity.
Do not manipulate the relationship between the wordmark and the descriptor in any form or manner.
Do not stretch, rotate or crop the logo in any way or form.
PBA LOGO | PBA Brand Identity
The primary roundel is coloured with solid Bot Black and with blended Hydra Green and Ancillary Lime Gradient applied on the hydras within the emblem.
COLOUR PALETTE
PRIMARY COLOURS
RGB
CMYK
RGB
CMYK
RGB
CMYK
#00E400 R0 G 228 B0
C 68 M0 Y 100 K0
#000000 R0 G0 B0
C 100 M 100 Y 100 K 100
#ffffff R 255 G 255 B 255
C0 M0 Y0 K0
Hydra Green
RGB
CMYK
#CFFF00 R 207 G 255 B0
C 30 M0 Y 100 K 0
Bot Black
Rebel White
SECONDARY COLOURS
RGB
CMYK
#cfff00 R 207 G 255 B0
C 30 M0 Y 100 K0
Ancillary Lime
HYDRA GREEN
+
ANCILLARY LIME
Hydra Green and Ancillary Lime Gradient
RGB
CMYK
#00E400 R0 G 228 B0
C 68 M0 Y 100 K 0
PBA LOGO | PBA Brand Identity
USAGE VARIANTS: 3D RENDERED
The master visual identity is modelled with a 3D effect which brings the hydra icon to life.
USAGE VARIANTS: 3D RENDERED GRAYSCALE
The master visual identity is modelled with a 3D effect which brings the hydra icon to life.
PBA LOGO | PBA Brand Identity
USAGE VARIANTS: GRADIENT
The Hydra Green and Ancillary Lime gradient visual identity is used as a substitute to the 3D rendered visual identity in cases where the quality is comprised.
Hydra Green
RGB
CMYK
#00E400 R0 G 228 B0
C 68 M0 Y 100 K 0
RGB
CMYK
#CFFF00 R 207 G 255 B0
C 30 M0 Y 100 K 0
Ancillary Lime
RGB
Bot Black
#000000 R0 G0 B0
USAGE VARIANTS: SOLID COLOUR
Where we cannot confidently achieve the Hydra Green and Ancillary Lime gradient in print, we defer to a solid coloured version for the visual identity, so that integrity and quality are secured.
Hydra Green
RGB
CMYK
#00E400 R0 G 228 B0
C 68 M0 Y 100 K 0
RGB
CMYK
#CFFF00 R 207 G 255 B0
C 30 M0 Y 100 K 0
Ancillary Lime
RGB
Bot Black
#000000 R0 G0 B0
PBA LOGO | PBA Brand Identity
USAGE VARIANTS: GRAYSCALE
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Bot Black
Gradient from Rebel White to Bot Black
Bot Black
RGB
CMYK
#000000 R0 G0 B0
#000000 R0 G0 B0
RGB
CMYK
#ffffff R 255 G 255 B 255
C0 M0 Y0 K0
RGB
CMYK
#000000 R0 G0 B0
C 100 M 100 Y 100 K 100
USAGE VARIANTS: BLACK AND WHITE
In rare cases where colour is not available, please use the solid Bot Black and Rebel White version.
Rebel White
Bot Black
RGB
CMYK
#ffffff R 255 G 255 B 255
C0 M0 Y0 K0
RGB
CMYK
#000000 R0 G0 B0
C 100 M 100 Y 100 K 100
PBA LOGO | PBA Brand Identity
USAGE VARIANTS: ON BLACK BACKGROUND
When the visual identity is displayed against a black or dark background, the descriptor will be in white while the wordmark remains unchanged.
3D RENDERED (HORIZONTAL): ON BLACK BACKGROUND
3D RENDERED GRAYSCALE (HORIZONTAL): ON BLACK BACKGROUND
3D RENDERED GRAYSCALE (STACKED): ON BLACK BACKGROUND
3D RENDERED GRAYSCALE (STACKED): ON BLACK BACKGROUND
USAGE VARIANTS: ON BLACK BACKGROUND
The secondary visual identity has a silver outline around the black roundel to allow it to be seen against the black or dark background.
SOLID COLOUR (HORIZONTAL): ON BLACK BACKGROUND
GRADIENT GRAYSCALE (HORIZONTAL): ON BLACK BACKGROUND
SOLID COLOUR (STACKED): ON BLACK BACKGROUND
GRADIENT (STACKED): ON BLACK BACKGROUND
PBA LOGO | PBA Brand Identity
USAGE VARIANTS: MINIMUM SIZES
Establishing a minimum size ensures that the impact and legibility of the visual identity is not compromised in application. When the visual identity is smaller than 17mm print, 70px digital (roundel width for horizontal), the descriptor is removed – leaving only the wordmark ‘PBA’.
DIGITAL (HORIZONTAL): MINIMUM SIZE WITH DESCRIPTOR 50px
PRINT (HORIZONTAL): MINIMUM SIZE WITH DESCRIPTOR 13.5mm
DIGITAL (HORIZONTAL): MINIMUM SIZE WITHOUT DESCRIPTOR 35px
PRINT (HORIZONTAL): MINIMUM SIZE WITHOUT DESCRIPTOR 9mm
USAGE VARIANTS: MINIMUM SIZES
When the visual identity is smaller than 20mm print, 70px digital (roundel width for stacked), the descriptor is removed – leaving only the wordmark ‘PBA’.
DIGITAL (STACKED): MINIMUM SIZE WITH DESCRIPTOR 70px
PRINT (STACKED): MINIMUM SIZE WITH DESCRIPTOR 22mm
DIGITAL (STACKED): MINIMUM SIZE WITHOUT DESCRIPTOR 50px
PRINT (STACKED): MINIMUM SIZE WITHOUT DESCRIPTOR 12mm
PBA LOGO | PBA Brand Identity
HIERARCHY ON USAGE:
When applying our branding, the 3D rendered visual identity is the preferred master version to be used. When the maximum impact is compromised, other versions of the visual identity should be used. The horizontal layout is always more preferrable than the stacked layout on all visual identities.
MASTER: 3D RENDERED
SECONDARY: GRADIENT
SECONDARY: GRADIENT IN GRAYSCLAE
SECONDARY: SOLID COLOUR
SECONDARY: BLACK AND WHITE
TYPOGRAPHY
Raleway is the selected corporate typeface for PBA. Use Raleway Thin and Light for Headlines. Use Raleway Thin and Regular for reading text. For subheaders and emphasis, use Raleway SemiBold and Bold.
PBA ABCDEFGH I J K L M N O P Q R S T UVWXZ a b cd efg hij k l mnop q rstuvwxyz 1 234 56 7890!@#$% ^ &* ( ) _+{}|:â&#x20AC;?<>? RALEWAY Note: To ensure that the type sits on the same baseline, make sure 'Tabular Lining' is turned on when numerals are used, when possible.
Thin Light Regular SemiBold Bold
Thin Italic Light Italic Italic SemiBold Italic Bold Italic
PBA LOGO | PBA Brand Identity
SECONDARY GRAPHICS
These secondary graphics can be used with imageries, either layer them on top, or super crop them as a background graphic.
ICONOGRAPHY
Icons need to be contained within the double-line roundel.
PBA LOGO | PBA Brand Identity
IMAGERY GUIDELINES
Rebellious Innovator Our objective in presenting PBA in a new light is to move away from a corporate tone and towards an engaging human representation that has a more discernible personality that reflects our rebellious innovator persona.
As a general guideline, imagery used should take into account the following principles: 1. Natural expression and settings, captured ‘in the moment’. Do not use staged or posey visuals. 2. Human element is preferred although object or environment (only) can be featured. 3. Talent selection - Local or Pan-Asian Talents preferred where applicable. 4. Do not use inauthentic or gimmicky visuals. 5. Do not use cartoons or illustrations that are not befitting the brand. 6. Image should be clear, not busy or complicated. The imagery principles have also been categorized into three sections based on the type of scenarios where imagery assets would commonly be used across BAU channels and collaterals. These include: • Product Imagery • Portrait Imagery Please refer to each section for more details.
IMAGERY GUIDELINES | PBA Brand Identity
IMAGERY GUIDELINES
Portrait Imagery Portrait imagery refers to images that features PBA talents usually in a portfolio setting. Overt attitudes that carry through our rebellious innovator personality that can be conveyed through elements like expression (facial), style (dressing sense and clothing) and gestures (body poses). These should inhibit elements like solemn, defiant, confident and mischievous. Preference is to set talents against neutral backgrounds with the flexibility to include Hydra Green and Ancillary Lime gradient as color tints. Preference to feature talent from waist up or at minimum shoulder crop.
IMAGERY GUIDELINES | PBA Brand Identity
IMAGERY GUIDELINES
PRODUCT IMAGERY
PRODUCT IMAGERY
Product imagery refers to images that feature PBA products either within a factory setting or isolated against a white background. Clean tones with the key product outlined against a Hydra Green or Ancillary Lime gradient tinted background. Angles can include a range of close ups or context setting so long as the key product is in focus.
Secondary graphic elements can be applied to product images as a textured background when needing to emphasize the product. However, when multiple products are displayed in a catalogue, an isolated white background is recommended.
IMAGERY GUIDELINES | PBA Brand Identity
APPLYING OUR BRAND
Executions ATL 1. Print/ Magazine 2. Video End Frame OOH 1. Billboard/ Signage 2. Event Backdrop 3. Pillar Wraps 4. Pull Up Banners BTL 1. Letterhead 2. Email Signature
ATL COLLATERAL
Print/magazine A4: 6-column grid with logo placement. IMAGE AREA Image should take up the entire grid layout.
TEXT AREA Any text should remain within these borders.
The lock symbol indicates that the grid layout provided should be adhered to. The variable symbol indicates that the properties (e.g. font size, font weight, colour, etc) of the graphic elements can be changed to fit the layout, as long as it still sits within approved brand guidelines.
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Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam. pbasystems.sg
LOGO Logo width shouldnâ&#x20AC;&#x2122;t go below two columns.
FOOTER AREA This area is where your logo, body copy and CTA goes.
HEADLINE Font: Raleway Light Size: 28.5pt
BODY COPY Font: Raleway Semibold Size: 11pt
ATL COLLATERAL
Video end frame: roundel appears first, then slides to the left and the word mark reveals as if lasered onto the background.
EXECUTIONS | PBA Brand Identity
OOH COLLATERAL
Billboard: message should be short and concise, and signature usage should follow the following rules:
IMAGE AREA Image should take up the entire grid layout.
COPY Font: Raleway Light Size: 400pt
CTA Font: Raleway Semibold Size: 250pt Placed on bottom left corner
SIGNATURE To be at least 30% of total material width.
(A) Signature to be at least 30% of the total material width, OR (B) The roundel for the horizontal signature should be no less than 15% of the material width.
IMAGE AREA Image should take up the entire grid layout.
COPY Font: Raleway Light Size: 400pt
CTA Font: Raleway Semibold Size: 250pt Placed on bottom left corner
ROUNDEL To be at least 15% of total material width.
EXECUTIONS | PBA Brand Identity
OOH COLLATERAL
ROUNDEL No less than 8% of the material width.
Event backdrop: signature usage should adhere to the following rules: (A) The roundel should be no less than 8% of the material width, OR (B) Signature to be at least 20% of the total material width
SIGNATURE No less than 8% of the material width.
EXECUTIONS | PBA Brand Identity
OOH COLLATERAL
Pillar wraps with one face should have the stacked signature featured in a large size â&#x20AC;&#x201C; it can take up 75% of material width.
Pillar wraps with multiple faces can feature visuals placed across adjacent sides as shown in the examples on the right.
EXECUTIONS | PBA Brand Identity
OOH COLLATERAL
Pull-up banner: content should not contain too many details. Product features should be limited to one. Signature usage should adhere to these rules: (A) Signature can go up to 75% of total material width, OR (B) The roundel can go up to 50% of the material width if itâ&#x20AC;&#x2122;s the only visual feature on the banner.
COPY & CTA Be sure to keep the body copy concise and visible.
SIGNATURE Up to 75% of total material width.
ROUNDEL Up to 50% of the material width if itâ&#x20AC;&#x2122;s the only visual feature on the banner.
BTL COLLATERAL
Letterhead: always adhere to the margins for content.
EXECUTIONS | PBA Brand Identity
BTL COLLATERAL
Email signature: use the stacked logo without the descriptors at the minimum size. If possible, use the brand font.
Raleway Bold, 12pt Black
Raleway Italic, 9pt Black
Illy Iman
Marketing Executive EMAIL
illy.iman@pba.com.sg TEL (65) 9843 2376
Go make a difference. Go MAD.
Raleway Bold, 9pt 30% Black
Raleway Bold, 9pt Hydra Green
Raleway Regular, 12pt Black
EXECUTIONS | PBA Brand Identity