BRAND STYLE GUIDE 2014
CONTENTS
INTRODUCTION Guideline Use
............. ii
LOGO Logo Variations
BRAND ELEMENTS ......... A-1
Brand Fonts and Typesetting
......... B -1
Standard Logo
......... A-1
Core brand fonts
......... B -1
Logo + Tagline
......... A-1
Alternate font usages
......... B -1
Logo + Department
......... A-1
Building identifier
......... A-1
Pantone Matching System colors
......... B -2
Unacceptable Usage
......... A-2
CMYK 4-color process colors
......... B -2
......... A-3
RGB web and digital colors
......... B -2
Standard 4-color
......... A-3
Greyscale colors
......... B -2
Standard 1-color
......... A-3
Reversed 1-color
......... A-3
Logo Colors
Brand Colors
Brand Graphics
......... B -2
......... B -3
Background / Boarder
......... B -3
Logo Size and Buffer Zone ......... A-4
Image Grid
......... B -4
Tagline
......... A-5
Headline Treatment
......... B -5
Usage
......... A-5
Core Graphic Elements Applied
......... B -6
Unacceptable Usage
......... A-6
RESOURCES Marketing Toolkit
i
......... C -1
INTRODUCTION
This guideline offers graphic standards and resources for MOKARA company limited marketing and communication projects—printed materials, websites, news and promotional text and more. These standards will establish and help maintain a strong brand identity for MOKARA, manufacturing. A few things to remember. Consistency is critical to a strong identity. MOKARA is the new name for the system that includes the Factory, the Comapany and other community access points. Your consistent usage of MOKARA according to these guidelines is an important part of overcoming by branding up to the MOKARA name and graphics, each entity will enjoy brand reinforcement every time MOKARA is seen or heard--whether it is used to refer to the entire organization or a single department or program. Consistency and synergy across entities is the way strong brand identities are built. The guidelines presented here ensure a basic level of coordination and consistency across MOKARA company limited communications. At the same time, they provide sections and programs the latitude to develop projects that meet their specific needs.
ii
MOKARA SYSTEM LOGO This section covers the basic positioning and usage requirements of the logo and associated lock-ups. Consistent adherence to correct use of the logo is central to the basic protection of the brand. All materials that bear this mark, whether formal communications or premiums, represent and impact the whole of the brand.
THE LOGO LO G O U S AG E
Layout Variations
• The Primary Logo should be used in all general communications from the hospital & health sciences system.
PRIMARY LOG O
SECONDARY LO G O S ( u s age re q u ire s b ra n d a p p rov a l )
A-1
• The Secondary Logos can be used in situations where space is a limitation or where the content does not justify it’s use. For web or other advertising tools.
THE LOGO Unacceptable Usage
Never deconstruct, reassemble or otherwise graphically alter the logo in ways including but not limited to: • Sizing parts of the logo independently • Separating or removing the Logomark from the wordmark
• Typesetting any part of the logo • Applying affects such as embossing, drop shadow, ghosting, adding dimension or any other such affect that would alter the appearance of the logo from it’s intended form.
A-2
THE LOGO Color Variations
BL AC K The black logo should be limited to such uses where a color or grayscale logo cannot be used and when printing on a light solid colored background.
DARK BLU E The color logo is the preferred logo and should be used wherever possible.
W HI TE / RE V E RSE The white/reverse logo should be limited to such uses where it must be printed on a dark solid colored background such as on textiles or promotional items.
NEVER USE The logo in any other color, regardless of the background.
A-3
THE LOGO Minimum Size & Buffer Zone
MINIMUM S IZE PR I M A RY LO G O 3 cm. wide for print 85 px wide for web or email S EC ONDARY LOGO 6.5 cm. wide for print 185 px wide for web or email
3 cm.
6.5 cm.
85 px
185 px
B U F FE R ZO NE PR I M A RY LO G O 1 cm. wide distance from all sides
1 cm. 1 cm.
1 cm.
1 cm.
• Always enlarge or reduce the size of the logo proportionately; never stretch or distort the logo; do not cut out any elements or type. • To ensure legibility, the logo should always be at least 2.25 inches wide. • In order to maintain it’s integrity, always
separate the logo from other type, graphic elements or page edges by a minimum buffer Zone as defined above. • If you cannot meet the buffer zone and size requirements for premiums or giveaways, please see the brand team.
A-4
T H E TAG L I N E Acceptable Usage
01 TAGLINE / T Y P O G RA P H Y C O M BI N AT I O N
02 TAGLINE / LO G O CO M BI N AT I O N
A-5
TAGLINE LOCK-UP
TYPESETTING THE TAGLINE
The Logo+Tagline is the preferred form of tagline usage and should be used whenever possible as in all general communications from Mokara’s business solutions
The tagline may be typeset as a headline in specific instances where it occurs alongside no other copy or information such as signage or brochure covers. The typesetting of the tagline should follow all the rules that apply to headline typography as defined in section B-#
T H E TAG L I N E Unacceptable Usage
Never deconstruct, reassemble, modify or otherwise alter the tagline in ways including but not limited to: • Recreating the logo by typesetting the tagline below the core logo. • Typeset the logo not consistent with headline
font and color rules. • Alter the tagline to suit a specific department or for any other reason. This is allowed in the body copy of the material such at the end of a story or article.
A-6
BRAND ELEMENTS This section covers the basic positioning and usage requirements of the logo and associated lock-ups. Consistent adherence to correct use of the logo is central to the basic protection of the brand. All materials that bear this mark, whether formal communications or premiums, represent and impact the whole of the brand.
BRAND TYPEFACES Fonts and Usage 01 : Headline Typeface – Bebas Neue (uppercase) regular, font space 100 pt. :: Headline should be three lines or less
T R U S A B L E OF OUR I N NOVATION LE AD s T H E I N D US T RI AL. M OK AR A, T H E VAL UE OF P ROFE SSIONA L 02 : Body Copy – Avenir LT Std, 65 Medium : 9pts font :: 13 pts leading
Mokara is the generic product for big factories, robots (AGV), such as cars and factories. Works such heavy Including large Enterprise using the wool for submission to the department. Mokara, in particulary is the first to manufacture and OEM in Thailand and are prepared in many ways with customer’re requirement as well. With quality Engineer, and for their hard especially now that becomes to the best in the country. The vision and mission of Mokara business are the majority of the market for Thailand. Because there are many plants unknown AGV is an opportunity. Important to demonstrate in the Quality, Creadibility, Professional and the Value it offers Mokara wanted to create a brand that can rival. Brand overseas Both in terms of the quality of materials used and the form of stock. Including to the price is worth to investment.
03 :Call to Action – Bebas Neue (uppercase) regular, font space 100 pt.
S EE M O R E D E TAI LS AT MOKARA.CO M 04 : Web Friendly (for live text fields) and when Gotham is not available – Arial Regular
Mokara is the generic product for big factories, robots (AGV), such as cars and factories. Works such heavy Including large Enterprise using the wool for submission to the department. Mokara, in particulary is the first to manufacture and OEM in Thailand and are prepared in many ways with customer’re requirement as well. With quality Engineer, and for their hard especially now that becomes to the best in the country. Read More
Headlines are always uppercase and set in Bebas Neue (uppercase) regular, font space 100 pt.
Call to Action copy is always uppercase and set in Bebas Neue (uppercase) regular, font space 100 pt.
Body copy is sentence case and set in Avenir LT Std, 65 Medium : 9pts font :: 13 pts leading. For instances such as live text on the web Arial Regular can be substituted.
Type Effects. Do not use drop shadows or other special effects on headlines or other text.
B-1
BRAND CLOLORS
Pro c ess & Sp ot Co l o rs
DARK BLUE PANTONE PMS 2965 WEB # 323E48 C78 M64 Y52 K43 R50 G62 B72
AMBER GRIS PANTONE P170-7 C WEB # 867E7C C48 M45 Y45 K8 R134 G126 B124
BLACK K100
GRAY K20
Graysc a le
B-2
BRAND GRAPHICS Background / Border
All branding materials us a combination of border and background color as the base of the design. For color applications, a white border is used with a tan background. For grayscale applications, a grey border around a white background.
The size of the border is dependent on the size of the design, but it should be only about 1-2% the size of the longest side. For example, a 5.5” wide by 8.5” high ad would have a border that is .125” or approximately 1.5% of 8.5”.
B-3
BRAND GRAPHICS Image Grid / Headline
The image grid is comprised of 3 or more images that help to establish or support the message of the ad. • The overall appearance of the image group should be organic yet anchored off an internal grid structure. It should be asymmetric yet still balanced. • One of the images (usually the largest) should contain a suitable background that is simple and dark enough to reverse a headline out of.
B-4
• The gap between images should remain consistent throughout the layout including between images and copy or other elements. • Images should bleed off the sides of vertical formatted layouts and off the top/bottom of horizontal formatted layouts.
BRAND GRAPHICS Headline Treatment
TRUSA B L E O F OUR INNOVATI O N L EADs THE I ND U STR I A L . Example 1 Left justified
MOKAR A , THE VA L U E O F PROF E SSI O NA L
Example 2 Center justified
MOKARA, THE VA L U E O F P R O FESSI O NA L
When the two are used together, the headlines should be set in white type reversed out of the image. A suitable image must be chosen that is simple and dark enough to allow for the headline
to be easily legible. The headline may be right, left or center justified and moved around within the image to a suitable place where it is most legible and balances with the rest of the copy.
B-5
BRAND GRAPHICS Core Graphic Elements Applied
Logo
TRUSABL E O F OUR INNOVATI O N L EADs THE I ND U STR I A L . MOKARA, THE VAL UE O F PROF ESSIONA L
Mokara is the generic product for big factories, robots (AGV), such as cars and factories. Works such heavy Includ-
Headline
Image Grid
Body Copy
ing large Enterprise using the wool for submission to the department. Mokara, in particulary is the first to manufacture and OEM in Thailand and are prepared in many ways with customer’re requirement as well. With quality Engineer, and for their hard especially now that becomes to the best in the country.
SEE MORE DETAILS AT MO K A RA .C O M
B-6
Border Box
BRAND GRAPHICS Core Graphic Elements Applied
mad e to ord e r a s your re quire me nt
MOKARA, TH E VA L UE OF P R O F E SSI O NAL
FACTORY WALK through
contact us e-m ail : in fo@ m okara.com tel : 02-835-8329
Mokara is the generic product for big factories, robots (AGV), such as cars and factories. Works such heavy Including large Enterprise using the wool for submission to the department. Mokara, in particulary is
Mokara is the generic product for big factories, robots (AGV), such as
the first to manufacture and OEM in Thailand and are prepared in
cars and factories. Works such heavy Including large Enterprise using
many ways with customer’re requirement as well. With quality En-
the wool for submission to the department. Mokara, in particulary is
gineer, and for their hard especially now that becomes to the best
the first to manufacture and OEM in Thailand and are prepared in
in the country.
many ways with customer’re requirement as well. With quality Engineer, and for their hard especially now that becomes to the best in the country.
Tri-Fo ld Bro c h ures
1. Photo array - if there is enough compelling, supporting images the use of an image grid is best. 2. Headline - can be a mix of font size and color to provide visually variety and importance to certain words. 3. Logo - the main logo or department logo should always be placed at the bottom of the brochure.
1. Single image - if there isn’t enough photos to use then using one strong single image is acceptable. 2. Headline - can be a mix of font size and color to provide visually variety and importance to certain words. 3. Logo - the main logo or department logo should always be placed at the bottom of the brochure
1. No Image - if there aren’t any images then the use of the blue field and water marked icon should be used. 2. Headline - can be a mix of font size and color to provide visually variety and importance to certain words. The headline should be placed in the blue field. 3. Logo - the main logo or department logo should always be placed at the bottom of the brochure
B-6
BRAND GRAPHICS Core Graphic Elements Applied
TR U SA BLE O F O U R INNOVATIO N LEA Ds THE INDU STR IAL. M O KAR A, THE VALU E O F PR O FESSIO NA L
MOKARA, T H E VA L U E O F PROFESSIONAL
Mokara is the generic product for big factories, robots (AGV), such as cars and factories. Works such heavy Including large Enterprise using the wool for submission to the department. Mokara, in particulary is the first to manufacture and OEM in Thailand and are prepared in many ways with customer’re requirement as well. With quality Engineer, and for their hard especially now that becomes to the best in the country.
MOKARA.CO M
FLYER - design elements include: • Photo array • Multi-color headline, with varying size • Since this is a smaller creative piece the headline is set out side of the images • Department logo
B-6
M OKAR A.COM
POSTER - design elements include: • Multi-color headline • Varying sizes and font weights • If there were large images on the poster then the designer should try to place the text on the image similar to page B-6.
RESOURCES
RESOURCES Marketing toolkit When you’re ready to start creating your own brand communications, you’ll find all you need on the marketing toolkit. MOKARA MARKETING TOOL KIT Here you will find the resources to support the marketing of patient care-related specialties to consumers, patients and referring physicians.
The ToolKit provides: • Background information on MOKARA brand • Project request forms • Templates • Examples • Photos • logos • Frequently asked questionsZ
MOK A RA, THE VALU E O F P R OF ESSIO NA L
• B ackgr o u n d i n f o r m ati o n o n th e M O K AR A brand • P r oje c t r eq u est f o r m s • T e m p l at es • E xa m p l es • P hot os • l ogos • Fr e qu e n t ly ask ed q u est i o n s GAL L ERY
C-1