NEW Corporate Identity Creative by karizmaegypt
October 2013
Use the
POWER OF MEDIA to promote your project
Advertising Compaign Track Project
Foreword
This Guide is for all those who represent Track our team, outsourced contractors, and business partners. These standards will ensure that our brand stays consistent, clear and powerful. With this guide, and your commitment to the highest standards, everything that carries the Track name will reinforce the strength of our brand. This Manual, in its present form, contains a set of guidelines for the use of the main Track EUDQG LGHQWLĂ€HUV QDPHO\ WKH FRORUV IRQWV logo, stationery and 3D logo representation. Some use cases are also detailed, for reference. To seek guidance on the use of Track corporate identity elements in cases that the corporate identity guide does not cover, please mail us at info@karizmaegypt.com.
Contents
What is a Brand Identity?....................................................... 2OG &RQFHSW ............................................................................ 1HZ &RQFHSW............................................................................ &OHDU 6SDFH.............................................................................. Typography............................................................................... Stationary.................................................................................. Ads items ................................................................................... Outdoor .................................................................................... &DUV EUDQGLQJ ......................................................................... Brand items...............................................................................
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What is a Brand Identity? A brand identity is the totality of all touchpoints (media, platforms, channels). $ EUDQG LGHQWLW\ LV H[SHULHQFHG E\ those who come into contact with the EUDQG DQG LQà XHQFHV their opinion of that brand. &HQWUDO WR DOO WRXFKSRLQWV DUH WKH EUDQG¡V GHÀQLQJ ² RU FRUH ² HOHPHQWV WKH YLVXDO keys to creating an integrateddistinctive and differentiated brand.
The Identity and Design Standards Better Position the Company to: 1. Maintain Authenticity and Build Equity Both are crucial to reinforcing and increasing the relevance of the Brand to our consumers. The better we represent the Brand, the better we can increase mindshare and protect the Brand Identity from dilution. 2. Leverage the Scale of our System Across All Markets :H KDYH DQ H[FHSWLRQDO 6\VWHP LQ SODFH DURXQG WKH JOREH ,GHQWLW\ DQG 'HVLJQ 6WDQGDUGV SURYLGH HTXDOO\ H[FHSWLRQDO DQG HIĂ€FLHQW means to leverage it for greater consistency and speed to market. 3URYLGH 0RUH &RQVLVWHQF\ DQG 4XDOLW\ $FURVV WKH 6\VWHP 7KH KLJKHU RXU 6\VWHP ZLGH FRQVLVWHQF\ DQG HIĂ€FLHQFLHV WKH stronger the connection that consumers draw from all they see and hear, creating more inherent value in the Track Brand to EHQHĂ€W WKH HQWLUH 6\VWHP )DFLOLWDWH ,QFUHDVHG 6\VWHP ZLGH 3URGXFWLYLW\ &RQVLVWHQFLHV DFKLHYHG WKURXJK 6\VWHP ZLGH 6WDQGDUGV DOORZ for longer-lasting materials and potential reuse, thus saving time and money.
Advertising Compaign Track Project
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Old Concept
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Strategic Overview 7KH 6WUDWHJLF )UDPHZRUN LV WKH means by which we ensure the Brand Identity is H[SHULHQFHG FRQVLVWHQWO\ E\ consumers and protected at every touchpoint.
Design Principles Identity Standards (Core Brand Elements and Standards)
1. The Design Principles and Identity Standards are part of the Track Brand. Everything created for the Brand ensues from them. The preceding page reviews the Design Principles.
Design Standards ( Catalog, Flyers, Signage, Booths, Outdoor )
2. The Design Standards further GHĂ€QH DQG DUWLFXODWH Identity Standards for all Brand H[HFXWLRQV LQ. 3. All work done across the Brand should directly leverage Tier 1 and Identity Standards. It should also refer to the Design Standards for touchpoints that are covered in depth there.
ADS
Newspapers
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Gifts
Customer
3
0GY %QPEGRV
COLORS
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.QIQ 9KVJ 0GY %QPEGRV These colors are to be used as a general extension of the corporate palette. It is important that these colors be used purely as accents to the page, not as the dominant color. The colors have been carefully chosen to blend well with the corporate palette. Do not deviate from this palette.
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COLORS
Track Main Color Palette:
0 cyan 0 magenata 0 yellow 100 black
0 cyan 100 magenata 100 yellow 0 black
0 cyan 0 magenata 0 yellow 0 black
Track Secondary Color Palette: These colors are to be used DV D JHQHUDO H[WHQVLRQ RI WKH corporate palette. It is important that these colors be used purely as accents to the page, not as the dominant color. The colors have been carefully chosen to blend well with the corporate palette. Do not deviate from this palette.
Red 22% Green 163% Blue 216% Cyan 74% Magenta 18% Yellow 2% Black 0%
Red 156% Green 187% Blue 67%
Cyan 44% Magenta 10% Yellow 95% Black 0%
Advertising Compaign Track Project
Red 243% Green 112 % Blue 58% Cyan 0% Magenta 70% Yellow 85% Black 0%
Red 237% Green 28% Blue 36% Cyan 0% Magenta 100% Yellow 100% Black 0%
5
Clear Space Surround the Track Logo with clear space that is, at a minimum, ´K\SKHQ KHLJKWÂľ ² L H HTXDO WR WKH height of the hyphen connecting “Trackâ€? and “ R.â€?
Identity Standards: Core Brand Elements and Standards
Clear Space, Minimum Size, R Scaling, Cropping
Minimum Print Size ‡ )RU WKH 7UDFN /RJR DW OHDVW 15.875 mm (.625 inches) wide. ‡ )RU WKH 5 DW OHDVW PP inches) in diameter. Minimum Onscreen Size ‡ 'LVSOD\ WKH 7UDFN /RJR DW OHDVW SL[HOV ZLGH DQG WKH 5 DW OHDVW SL[HOV LQ GLDPHWHU ‡ $OZD\V YLHZ 3')V RI WKH %UDQG 6WDQGDUGV DW IRU SURSHU reference.
1h
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Clear Space = h Distance
R Scaling ‡ $OLJQ WKH WRS HGJH RI WKH 5 ZLWK the top of the “k� in “Track.� ‡ :KHQ XVLQJ WKH 7UDFN /RJR LQ smaller sizes, scale up the R as needed to ensure legibility. Always scale the R from the top edge. ‡ 0DNH VXUH WKH FOHDU VSDFH between the R and the end of the “k� in “Track� equals at least 1/4 of the diameter of the R and that it is no further away than one full diameter of the R.
Minimum Print Size
Minimum Onscreen Size TM Scaling (Track Logo)
Cropping ‡ 7KH 7UDFN /RJR PXVW QRW EH FURSSHG LQ DQ\ SHUPDQHQW H[HFX tions, such as signage, vending or à HHW
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Backgrounds: Flat Colors
Identity Standards: Core Brand Elements and Standards
‡ &RORU H[HFXWLRQV RI WKH 7UDFN Logo include the standard Logo on a white background and the reversed Logo in track Red and white on a black background only, as described at right.
Standard Track Logo on a white background.
‡ 7KH 7UDFN /RJR PXVW QHYHU EH shown in other colors, even if they are within the Brand color palette.
Reversed Track Logo on a black background.
‡ 7KH 7UDFN /RJR PXVW QHYHU EH shown on backgrounds other than those shown here. Exceptions ‡ )RU PHGLD LQ ZKLFK FRORU LV QRW an option (e.g., a black- andwhite print ad), use either the restricted-use Track Logo or the restricted-use reverse Track Logo described at right.
Restricted-use Track Logo Black on a white background.
Restricted-use Reversed Track Logo Reversed from a black background.
‡ )RU SUHPLXPV DUFKLWHFWXUDO details or other applications where the Track Logo is etched, embossed, sandblasted or spot varnished, the color can be the same
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Identity Standards: Core Brand Elements and Standards
Don’ts
Do not Replace elements.
Do not use any other version of the Track Logo. This includes variants in H[LVWLQJ %UDQG (OHPHQWV RU ORFN XSV
Do not add glows to the Track Logo.
Do not distort the Track Logo.
Advertising Compaign Track Project
Do not add strokes or outlines to the Track Logo.
Do not XVH XQVSHFLÀHG FRORUV
8
English Typography The Brand Standards use the Gotham font family. This font family can be purchased at www.typography.com. Where local character language sets prohibit its use, the local market Group should set and communicate a standard that is as close a representation to the Gotham typeface as possible. 3ULPDU\ )RQW ‡ *RWKDP %ROG VKRXOG EH XVHG IRU headlines on all H[HFXWLRQV DQG %UDQG FRPPXQLFD tions. %RG\ &RS\ ‡ *RWKDP %RRN VKRXOG EH XVHG IRU body copy on all Brand communications. 6XEVWLWXWH )RQW ‡ :KHQ *RWKDP LV XQDYDLODEOH WKH Arial font may be used as a replacement for internal commuQLFDWLRQV RU KWPO WH[W only. Arial should never be used in FRQVXPHU H[HFXWLRQV Usage Rights ‡7KH 7UDFN &RPSDQ\ GRHV QRW KDYH global rights to any of the Brand fonts.
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Arabic Typography The Brand Standards use the GE SS 7H[W IRQW IDPLO\ Where local character language sets prohibit its use, the local market Group should set and communicate a standard that is as close a representation to *( 66 7H[W typeface as possible. 3ULPDU\ )RQW *( 66 7H[W Bold should be used for headlines on all H[HFXWLRQV DQG %UDQG FRPPXQLFD tions. %RG\ &RS\ *( 66 7H[W Book should be used for body copy on all Brand communications. 6XEVWLWXWH )RQW :KHQ *( 66 7H[W is unavailable, the Arial font may be used as a replacement for internal commuQLFDWLRQV RU KWPO WH[W only. Arial should never be used in FRQVXPHU H[HFXWLRQV Usage Rights 7KH 7UDFN &RPSDQ\ GRHV QRW KDYH global rights to any of the Brand fonts.
GE SS Text Bold Bold ابتثجحخدذرزسشصضطظعغفقكلمنهوي GE SS Text Medium Medium ابتثجحخدذرزسشصضطظعغفقكلمنهوي
GE SS Two Bold Bold ابتثجحخدذرزسشصضطظعغفقكلمنهوي GESSTwoLight Light ابتثجحخدذرزسشصضطظعغفقكلمنهوي GE SS Two Medium Medium ابتثجحخدذرزسشصضطظعغفقكلمنهوي
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Option 1
STATIONERY
Letterhead
< Front
Eslam El Awady Sales Executive
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Showroom: 24 A, Al Obour Building, Orouba Street, Nasr City, Cairo, Egypt. Tel/Fax: (+202) 22630946 / 22611963 Baron Mall, Around Road, in Front of Modern Academy, Unit 40, Floor 2 Mobile.: +2 0122 174 8083 WWW.trackpvc.com E-mail:sales@trackpvc.com
< Back
&DUG /HWWHUKHDG Deisgn
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Tel/Fax: (+202) 22630946 / 22611963 Mobile.: +2 0122 174 8083 WWW.trackpvc.com
Advertising Compaign Track Project
E-mail:sales@trackpvc.com
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STATIONERY A4 Envelope Option 1
American Envelope Option 1
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Tel/Fax: (+202) 22630946 / 22611963 Mobile.: +2 0122 174 8083 WWW.trackpvc.com
E-mail:sales@trackpvc.com
Invitation & Envelope
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Tel/Fax: (+202) 22630946 / 22611963 Mobile.: +2 0122 174 8083 WWW.trackpvc.com
Advertising Compaign Track Project
E-mail:sales@trackpvc.com
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Cover CD Option 1
STATIONERY
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Tel/Fax: (+202) 22630946 / 22611963 Mobile.: +2 0122 174 8083 WWW.trackpvc.com E-mail:sales@trackpvc.com
W W W . t r a c k p v c . c o m
Folder Option 1
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Tel/Fax: (+202) 22630946 / 22611963 Mobile.: +2 0122 174 8083 WWW.trackpvc.com E-mail:sales@trackpvc.com
&G &RYHU )ROGHU 'H signe
W W W . t r a c k p v c . c o m
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Option 2
STATIONERY Letterhead < Front
Eslam El Awady Sales Executive
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Showroom: 24 A, Al Obour Building, Orouba Street, Nasr City, Cairo, Egypt. Tel/Fax: (+202) 22630946 / 22611963 Baron Mall, Around Road, in Front of Modern Academy, Unit 40, Floor 2 Mobile.: +2 0122 174 8083 WWW.trackpvc.com E-mail:sales@trackpvc.com
< Back
&DUG Letterhead Deisgn Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Tel/Fax: (+202) 22630946 / 22611963 Mobile.: +2 0122 174 8083 WWW.trackpvc.com E-mail:sales@trackpvc.com
Advertising Compaign Track Project
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STATIONERY A4 Envelope Option 2
American Envelope Option 2
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Tel/Fax: (+202) 22630946 / 22611963 Mobile.: +2 0122 174 8083 WWW.trackpvc.com E-mail:sales@trackpvc.com
Invitation & Envelope
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Tel/Fax: (+202) 22630946 / 22611963 Mobile.: +2 0122 174 8083 WWW.trackpvc.com E-mail:sales@trackpvc.com
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Cover CD Option 2
STATIONERY
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Tel/Fax: (+202) 22630946 / 22611963 Mobile.: +2 0122 174 8083 WWW.trackpvc.com E-mail:sales@trackpvc.com
W W W . t r a c k p v c . c o m
Folder Option 2
Head Office: Oraby ,Ismailia Highway, Street 7, Gate 2, Cairo - Egypt. Tel.: ( + 202 ) 24772555 - 24772777 Tel/Fax: (+202) 22630946 / 22611963 Mobile.: +2 0122 174 8083 WWW.trackpvc.com E-mail:sales@trackpvc.com
&G &RYHU )ROGHU 'H signe
W W W . t r a c k p v c . c o m
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/CIC\KPG #&5
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ith every sunrise comes a whole new world to see.
Ads items
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“ Hot Line : +2 010 17 111 55 www.trackpvc.com
Hot Line : +2 010 17 111 55 www.trackpvc.com
Hot Line : +2 010 17 111 55 www.trackpvc.com
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Hot Line : +2 010 17 111 55 www.trackpvc.com
Advertising Compaign Track Project
Hot Line : +2 010 17 111 55 www.trackpvc.com
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Outdoor
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The ingenious design of oudoor sign, which blends three distinctive Track Brand Elements (Track Logo, the background and black), is ideal for permanent signage with a square format. Always apply the Design Standards IRU RXGRRU DV SURYLGHG LQ WKH &RUH Brand Elements and Standards chapter 0DLQWDLQ SURSHU VFDOLQJ RI WKH 2XW door sign when resizing it.
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7KH EDFNJURXQG FRORU PXVW DOZD\V be black or White. 1HYHU DGG ERUGHUV RU RXWOLQHV around the oudoor sign. $SSO\ WKH 7UDFN /RJR DQG 5 VFDOLQJ UXOHV DV VSHFLÀHG RQ WKH ¶&OHDU Space, Minimum Size, R Scaling, &URSSLQJ· SDJH LQ WKH &RUH %UDQG Elements and Standards 2XW RI <RXU ,PDJLQDWLRQ
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Pitch Boards Pitch boards offer a high-visibility, repeat-impression touchpoint for the Brand in sports venues and stadiums. Applying the Design Principle of Bold Simplicity is key for signage in these HQYLURQPHQWV DV DOO ERDUGV QHHG WR
*QTK\QPVCN (QTOCV 2KVEJ $QCTFU 2XW RI <RXU ,0$*,1$7,21
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Â&#x2021; &UHDWH RQ VLWH DZDUHQHVV IURP PHWHUV DERXW IHHW DZD\ Â&#x2021; 0D[LPL]H LPSDFW ZKHQ YLHZHG DW D distance, whether live or on television. Â&#x2021; %H FRQVLVWHQW LQ DSSHDUDQFH regardless of size variations across venues.
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Use the precisely optimized compositions of the 7UDFN /RJR DQG &RQWRXU %RWWOH LFRQLF Symbol or 3KRWR SURYLGHG RQ WKH QH[W SDJH for Pitch Board designs.
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Cars branding
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Side Graphics 6KRZ WKH 7UDFN /RJR DQG WKH &RQWRXU %RWWOH RQ ERWK sides of the trailer. )URQW *UDSKLF &HQWHU WKH 7UDFN /RJR LQ WKH EODFN space on the “cab over” portion above the windshield. Rear Graphic 7KH &RQWRXU /RJR 7UDFN LV WKH preferred graphic for the rear panel of the trailer.
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Brand items
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Shirt
Brand items
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©ﺣﻘﻮق اﻟﻤﻠﻜﻴﺔ اﻟﻔﻜﺮﻳﺔ ﺣﻘﻮق اﻟﻤﻠﻜﻴﺔ اﻟﻔﻜﺮﻳﻪ ﻣﺤﻔﻮﻇﺔ ﻟﻜﺎرﻳﺰﻣﺎ اﻳﺠﻴﺒﺖ .ﻛﺎﻓﺔ اﻟﺤﻘﻮق ﻣﺤﻔﻮﻇﺔ .ﺟﻤﻴﻊ ﻣﺤﺘﻮﻳﺎت اﻟﻌﺮض ﻣﺤﻤﻴﺔ ﺑﻘﺎﻧﻮن ﺣﻘﻮق اﻟﻨﺸﺮ )ﺑﻌﺾ اﻟﺼﻔﺤﺎت ﻗﺪ ﺗﺤﺘﻮي ﻋﻠﻰ ﻧﺼﻮص أو ﺻﻮر ﺣﻘﻮﻗﻬﺎ ﻣﺤﻤﻴﺔ ﻟﻠﺸﺮﻛﺔ ( .ﻣﺤﺘﻮﻳﺎت ﻫﺬا اﻟﻤﻮﻗﻊ ﻳﻤﻜﻦ اﺳﺘﻌﻤﺎﻟﻬﺎ Eﻏﺮاﺿﺎ اﻟﻌﺮض ﻓﻘﻂ و ﻳﺤﻈﺮ اﺳﺘﻌﻤﺎﻟﻬﺎ Eي ﻏﺮض آﺧﺮ ،وﺑﺎEﺧﺺُ ،ﻳﻤﻨﻊ ﺑﺘﺎﺗﺎ ﻧﺸﺮ أو ﺗﻌﺪﻳﻞ ﻣﺤﺘﻮﻳﺎت اﻟﺘﺼﻤﻴﻢ أو ﺗﻮﻓﻴﺮﻫﺎ ﻟﻄﺮف ﺛﺎﻟﺚ أو ﻧﺴﺨﻬﺎ ﺑﻄﺮق ﺑﺼﺮﻳﺔ أو إﻟﻜﺘﺮوﻧﻴﺔ أو ﺗﺨﺰﻳﻨﻬﺎ أو اﺳﺘﻌﻤﺎﻟﻬﺎ أو إﻋﺎدة ﻧﺸﺮﻫﺎ ﺳﻮاء ﻟﻐﺮض ﺗﺠﺎري أو Eي ﻏﺮض آﺧﺮ ﺑﺪون ﺗﺼﺮﻳﺢ ﻣﺴﺒﻖ ﻣﻦ ﻛﺎرﻳﺰﻣﺎ اﻳﺠﻴﺒﺖ . اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ ﻛﻞ اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ اﻟﺘﻲ ﻳﺤﺘﻮﻳﻬﺎ ﻫﺬا اﻟﻌﺮض ﻣﺤﻤﻴﺔ ﺑﻘﺎﻧﻮن اﻟﻌﻼﻣﺎت اﻟﺘﺠﺎرﻳﺔ إﻻ إذا ﻛﺎن ﻏﻴﺮ ذﻟﻚ ﻣﺬﻛﻮرg ﺗﺤﺪﻳﺪ اﻟﻤﺴﺆوﻟﻴﺔ ﻓﻰ ﺣﺎﻟﺔ اﻟﺸﺮاء او اﻟﺘﻌﺎﻗﺪ ﻋﻠﻰ ﺗﻠﻚ اﻟﺘﺼﻤﻴﻤﺎت اﻟﻔﻨﻴﺔ اﻟﻤﻮﺟﻮدة ﺑﻬﺬا اﻟﻌﺮض ﻳﺘﻢ ﻧﻘﻞ اﻟﻤﻠﻜﻴﺔ ﻣﻦ ﺷﺮﻛﺔ ﻛﺎرﻳﺰﻣﺎ اﻳﺠﻴﺒﺖ اﻟﻰ اﻟﻄﺮف اﻟﺜﺎﻧﻰ وﻓﻘﺎ ﻟﺒﻨﻮد اﻟﻌﻘﺪ و ﻻﻳﺤﻖ ﻟﺸﺮﻛﺔ ﻛﺎرﻳﺰﻣﺎ اﺳﺘﻌﻤﺎل اﻟﺘﺼﻤﻴﻤﺎت اﻟﻤﻮﺟﻮدة ﺑﻌﺪ اﻟﺘﻌﺎﻗﺪ
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