Corporate Identity Guidelines
CORPORATE GUIDELINES VERSION: - SEPTEMBER 2015 Edition4.0Three
May 2011
Contents
1.0 1.2 1.3
Welcome to our Brand Why is our Brand so important Prolyte Group Identities
03 04 05
2.0 2.1 2.2 2.3 2.4
Prolyte Group Logo Correct usage of Prolyte Group Logo Incorrect usage of Prolyte Group Logo Exclusive Area and Minimum Size Prolyte Group: brand image
06 07 08 09 10
3.0 3.1 3.2 3.3 3.4
ProlyteSystems Logo Correct usage of ProlyteSystems Logo Incorrect usage of ProlyteSystems Logo Exclusive Area and Minimum Size ProlyteSystems: brand image
11 12 13 14 15
4.0 4.1 4.2 4.3 4.4
ProlyteStructures Logo Correct usage of ProlyteStructures Logo Incorrect usage of ProlyteStructures Logo Exclusive Area and Minimum Size ProlyteStructures: brand image
16 17 18 19 20
5.0 5.1 5.2 5.3 5.4
StageDex Logo Correct usage of StageDex Logo Incorrect usage of StageDex Logo Exclusive Area and Minimum Size StageDex: brand image
21 22 23 24 25
2
6.0 6.1 6.2 6.3 6.4
ProLyft Logo Correct usage of ProLyft Logo Incorrect usage of ProLyft Logo Exclusive Area and Minimum Size ProLyft: brand image
26 27 28 29 30
7.0 7.1
Brand Logos as one line versions How to construct one line versions
31 32
8.0 8.1 8.2
Promotional use of the logo Thypo Promotional use of the logo
34 35 36
9.0 Typography 9.1 Prolyte Group corporate font 9.2 Prolyte Group font for internal use
35 36 37
1.0 Welcome to our Brand
The Prolyte Group brand is the sum of our customers’ total experience of coming into contact with the organisation. Consequently everyone plays their own part in building the Prolyte Group brand - we are all responsible for its success. Thanks to our combined efforts, our brand is one of our most powerful assets. But even though we enjoy an enviable reputation, we never stop looking for new ways to improve our service and the quality of products we offer. To demonstrate our growing range of services, and to move the brand on to the next stage, we need to give our customers a greater understanding of the kind of organisation the Prolyte Group is today. At the same time, it’s important that we stay true to the core values that have contributed so much to our success. That’s why these standards have evolved to reflect the Prolyte Group brand world, to help everyone work together to communicate powerfully, and with one voice. They have been designed to give a consistent look and feel to our literature and promotional material.
3
1.2 Why our Brand is so important
To our customers, the Prolyte Group is more than just a name. It is a promise - a guarantee of product innovation, service, quality and heritage. It is also a valuable property that drives our commercial success. As a leading manufacturing organisation, we have to recognise that others will try to copy us - so it’s important to maintain a distinctive positioning that clearly separates us from the competition. To project a single, strong brand, we need to be consistent, in order to avoid confusion for our customers. Strong consistent branding is fundamental in establishing a clear brand identity within the minds of customers who are bombarded with competing brand messages every day. The Prolyte Group brand is common to many parts of the business and can be used to unite all the businesses that trade under that name. In the minds of the customers there is only one brand. We also need to communicate our range of services with clarity and warmth, in keeping with the key brand values. All internal and external communications need to reflect as many of these values as possible and should not conflict with any of them.
4
1.3 Prolyte Group Identities
Our logos are probably the most recognisable element of our visual identity. Whilst we have kept the combination of each brand name and product graphic, the look and feel is now more modern and fresh. Each brand retains the original Prolyte Group typeface, but we have introduced a colour coding system specific to each sub brand. We must use the logos consistently on everything we do, from stationery and brochures, through to environments and large-scale signage. This consistency is hugely important as it equates to reliability and trust in the minds of our customers. Always use our logos prominently, proudly and in full colour wherever possible. Shown in these Corporate Guidelines are how to use each logo, in terms of colour, size and correct implementation. All of the logos are available on the Prolyte Group FTP server and should have been supplied with these guidelines. If you do not have the login details for the FTP server, please contact the marketing team.
5
2.0 Prolyte Group Logo
Below is the master Prolyte Group Logo. Together the Prolyte Group Pictogram and Prolyte Group Name style form the Prolyte Group Logo. Take a little time to familiarise yourself with the different elements that make up the identity. And then read on for more in depth information on how to use it correctly. Important When reproducing the Logo you must not reset any of the type or redraw the Pictogram. To ensure quality, spacing and layout are consistent only use original first generation artwork. Do not use redrawn, photocopied or faxed artwork as small variations can become distorted, therefore destroying the identity. Full reproduction material is available from the Marketing team.
The Prolyte Group Pictogram
The Prolyte Group Name style
Together the Prolyte Group Pictogram and Prolyte Group Name style form the Prolyte Group Logo. Prolyte Group should always be written with a capital P and a capital G.
Prolyte Group Slogan
Below is the Prolyte Group Slogan. Every Prolyte brand has its own Slogan. This is the main Slogan that represents what the brand stands for.
Helping you build great things
6
2.1 Correct usage of Prolyte Group Logo
Below shows the correct examples in which to use the Prolyte Group Logo. It is impossible to allow for every implementation here. However in most cases the correct way to represent our brand will be clear.
Colour Positive Version This is the preferred version and is the one we use most often. The colour version should be used in all print applications unless print restrictions apply.
Mono Positive Version The mono version should be used when colour restrictions apply. The logo should be reproduced as 100% solid black and not as a tint.
Mono Negative Version The mono negative version should be used when colour restrictions apply. This should be reproduced as 100% white out of the background colour and not as a tint.
Colour Palette
PANTONE 801 C
Spot
CMYK
RGB
Web
Pantone 801 U
C = 90
R=0
#00a2d8
Pantone 801 C
M=5
G = 162
Alternative: 2995
Y=5
B = 216
K=0
7
2.2 Incorrect usage of Prolyte Group Logo
Relationship between Pictogram and Type Do not alter the fixed relationship between the pictogram and the type.
Relationship between Pictogram and Type Do not show the type with out the Pictogram.
Colour Do not recolour the Logo.
Colour Do not recolour the Type.
Distortion Do not distort the Logo in any way.
8
2.3 Exclusive Area
To help maintain the visual integrity of the Prolyte Group Logo, an exclusion zone has been created. The exclusion area is marked ‘x’ and should not be encroached upon. The measurement of the exclusion area ‘x’ is equal to the cap height of the ‘P’ and should always be proportional to the size of logo used. The space indicated by the grid should be regarded as the minimum space between the logo and another such object.
x x
x x
x
x x
x x
x
Minimum Size
The minimum size for the Prolyte Group Logo for all applications is 7mm in height. This will determine the width. See below.
7mm
25.66mm
9
2.4 Prolyte Group: brand image
Below shows the Prolyte Group brand image. This image can be used as the main visual example of Prolyte Group work. Image: Zwarte Cross festival, Netherlands 2010; courtesy of Jessica de Lepper
This is an example of how the picture could be used in combination with the logo.
10
3.0 ProlyteSystems Logo
Below is the master ProlyteSystems Logo. Together the ProlyteSystems Pictogram and ProlyteSystems Name style form the ProlyteSystems Logo. Take a little time to familiarise yourself with the different elements that make up the identity. And then read on for more in depth information on how to use it correctly. Important When reproducing the Logo you must not reset any of the type or redraw the Pictogram. To ensure quality, spacing and layout are consistent only use original first generation artwork. Do not use redrawn, photocopied or faxed artwork as small variations can become distorted, therefore destroying the identity. Full reproduction material is available from the Marketing team.
The ProlyteSystems Pictogram
The ProlyteSystems Name style
Together the ProlyteSystems Pictogram and ProlyteSystems Name style form the ProlyteSystems Logo. ProlyteSystems should always be written with a capital P and a capital S and as one word.
ProlyteSystems Slogan
Below is the ProlyteSystems Slogan. Every Prolyte brand has its own Slogan. This is the ProlyteSystems Slogan, that represents what the brand stands for.
We’ve got you covered
11
3.1 Correct usage of ProlyteSystems Logo
Below shows the correct examples in which to use the ProlyteSystems Logo. It is impossible to allow for every implementation here. However in most cases the correct way to represent our brand will be clear.
Colour Positive Version This is the preferred version and is the one we use most often. The colour version should be used in all print applications unless print restrictions apply.
Mono Positive Version The mono version should be used when colour restrictions apply. The logo should be reproduced as 100% solid black and not as a tint.
Mono Negative Version The mono negative version should be used when colour restrictions apply. This should be reproduced as 100% white out of the background colour and not as a tint.
Colour Palette
PANTONE 286 C
12
Spot
CMYK
RGB
Web
Pantone 286 U
C = 100
R=0
#0033A0
Pantone 286 C
M = 90
G = 51
Y=2
B = 160
K=0
3.2 Incorrect usage of ProlyteSystems Logo
Relationship between Pictogram and Type Do not alter the fixed relationship between the pictogram and the type.
Relationship between Pictogram and Type Do not show the type with out the Pictogram.
Colour Do not recolour the Logo.
Colour Do not recolour the Type.
Distortion Do not distort the Logo in any way.
13
3.3 Exclusive Area
To help maintain the visual integrity of the ProlyteSystems Logo, an exclusion zone has been created. The exclusion area is marked ‘x’ and should not be encroached upon. The measurement of the exclusion area ‘x’ is equal to the cap height of the ‘P’ and should always be proportional to the size of logo used. The space indicated by the grid should be regarded as the minimum space between the logo and another such object.
x x
x x
x
x x
x x
x
Minimum Size
The minimum size for the ProlyteSystems Logo for all applications is 7mm in height. This will determine the width. See below.
7mm
26.1mm
14
3.4 ProlyteSystems: brand image
Below shows the ProlyteSystems brand image. This image can be used as the main visual example of ProlyteSystems work. Image: Volume installation, Victoria & Albert Museum, London; courtesy of UVA/John Adrian.
Product news
This is an example of how the picture could be used in combination with the logo.
15
4.0 ProlyteStructures Logo
Below is the master ProlyteStructures Logo. Together the ProlyteStructures Pictogram and ProlyteStructures Name style form the ProlyteStructures Logo. Take a little time to familiarise yourself with the different elements that make up the identity. And then read on for more in depth information on how to use it correctly. Important When reproducing the Logo you must not reset any of the type or redraw the Pictogram. To ensure quality, spacing and layout are consistent only use original first generation artwork. Do not use redrawn, photocopied or faxed artwork as small variations can become distorted, therefore destroying the identity. Full reproduction material is available from the Marketing team.
The ProlyteStructures Pictogram
The ProlyteStructures Name style
Together the ProlyteStructures Pictogram and ProlyteStructures Name style form the ProlyteStructures Logo. ProlyteStructures should always be written with a capital P and a capital S and as one word.
ProlyteStructures Slogan
Below is the ProlyteStrucutres Slogan. Every Prolyte brand has its own Slogan. This is the ProlyteStructures Slogan, that represents what the brand stands for.
Products that work for you
16
4.1 Correct usage of ProlyteStructures Logo
Below shows the correct examples in which to use the ProlyteStructures Logo. It is impossible to allow for every implementation here. However in most cases the correct way to represent our brand will be clear.
Colour Positive Version This is the preferred version and is the one we use most often. The colour version should be used in all print applications unless print restrictions apply.
Mono Positive Version The mono version should be used when colour restrictions apply. The logo should be reproduced as 100% solid black and not as a tint.
Mono Negative Version The mono negative version should be used when colour restrictions apply. This should be reproduced as 100% white out of the background colour and not as a tint.
Colour Palette
PANTONE 268 C
Spot
CMYK
RGB
Web
Pantone 268 U
C = 86
R = 67
#432278
Pantone 268 C
M = 100
G = 34
Y=0
B = 120
K = 12
17
4.2 Incorrect usage of ProlyteStructures Logo
Relationship between Pictogram and Type Do not alter the fixed relationship between the pictogram and the type.
Relationship between Pictogram and Type Do not show the type with out the Pictogram.
Colour Do not recolour the Logo.
Colour Do not recolour the Type.
Distortion Do not distort the Logo in any way.
18
4.3 Exclusive Area
To help maintain the visual integrity of the ProlyteStructures Group Logo, an exclusion zone has been created. The exclusion area is marked ‘x’ and should not be encroached upon. The measurement of the exclusion area ‘x’ is equal to the cap height of the ‘P’ and should always be proportional to the size of logo used. The space indicated by the grid should be regarded as the minimum space between the logo and another such object.
x x
x x
x
x x
x x
x
Minimum Size
The minimum size for the ProlyteStructures Group Logo for all applications is 7mm in height. This will determine the width. See below.
7mm
32.5mm
19
4.4 ProlyteStructures: brand image
Below shows the ProlyteStructures brand image. This image can be used as the main visual example of ProlyteStructures work. Image: Galeries Lafayette, Paris; courtesy of Rigging Services
Product news
This is an example of how the picture could be used in combination with the logo.
20
5.0 StageDex Logo
Below is the master StageDex Logo. Together the StageDex Pictogram and StageDex Name style form the StageDex Logo. Take a little time to familiarise yourself with the different elements that make up the identity. And then read on for more in depth information on how to use it correctly. Important When reproducing the Logo you must not reset any of the type or redraw the Pictogram. To ensure quality, spacing and layout are consistent only use original first generation artwork. Do not use redrawn, photocopied or faxed artwork as small variations can become distorted, therefore destroying the identity. Full reproduction material is available from the Marketing team.
The StageDex Pictogram
The StageDex Name style
Together the StageDex Pictogram and StageDex Name style form the StageDex Logo StageDex should always be written with a capital S and a capital D and as one word.
StageDex Slogan
Below is the StageDex Slogan. Every Prolyte brand has its own Slogan. This is the StageDex Slogan, that represents what the brand stands for.
Built on solid experience
21
5.1 Correct usage of StageDex Logo
Below shows the correct examples in which to use the StageDex Logo. It is impossible to allow for every implementation here. However in most cases the correct way to represent our brand will be clear.
Colour Positive Version This is the preferred version and is the one we use most often. The colour version should be used in all print applications unless print restrictions apply.
Mono Positive Version The mono version should be used when colour restrictions apply. The logo should be reproduced as 100% solid black and not as a tint.
Mono Negative Version The mono negative version should be used when colour restrictions apply. This should be reproduced as 100% white out of the background colour and not as a tint.
Colour Palette
PANTONE 172 C
22
Spot
CMYK
RGB
Web
Pantone 172 U
C=0
R = 232
#e85236
Pantone 172 C
M = 80
G = 82
Y = 80
B = 54
K=0
5.2 Incorrect usage of StageDex Logo
Relationship between Pictogram and Type Do not alter the fixed relationship between the pictogram and the type.
Relationship between Pictogram and Type Do not show the type with out the Pictogram.
Colour Do not recolour the Logo.
Colour Do not recolour the Type.
Distortion Do not distort the Logo in any way.
23
5.3 Exclusive Area
To help maintain the visual integrity of the StageDex Logo, an exclusion zone has been created. The exclusion area is marked ‘x’ and should not be encroached upon. The measurement of the exclusion area ‘x’ is equal to the cap height of the ‘E’ and should always be proportional to the size of logo used. The space indicated by the grid should be regarded as the minimum space between the logo and another such object.
x x
x x
x
x x
x x
x
Minimum Size
The minimum size for the StageDex Logo for all applications is 7mm in height. This will determine the width. See below.
7mm
22mm
24
5.4 StageDex: brand image
Below shows the StageDex brand image. This image can be used as the main visual example of StageDex work. Image: Extreme, Jordan; courtesy of Shadi Said.
Product news
This is an example of how the picture could be used in combination with the logo.
25
6.0 ProLyft Logo
Below is the master ProLyft Logo. Together the ProLyft Pictogram and ProLyft Name style form the ProLyft Logo. Take a little time to familiarise yourself with the different elements that make up the identity. And then read on for more in depth information on how to use it correctly. Important When reproducing the Logo you must not reset any of the type or redraw the Pictogram. To ensure quality, spacing and layout are consistent only use original first generation artwork. Do not use redrawn, photocopied or faxed artwork as small variations can become distorted, therefore destroying the identity. Full reproduction material is available from the Marketing team.
The ProLyft Pictogram
The ProLyft Name style
Together the ProLyft Pictogram and ProLyft Name style form the ProLyft Logo. ProLyft should always be written with a capital P and a capital L and as one word.
ProLyft Slogan
Below is the ProLyft Slogan. Every Prolyte brand has its own Slogan. This is the ProLyft Slogan, that represents what the brand stands for.
Get ready for The Next Level
26
6.1 Correct usage of ProLyft Logo
Below shows the correct examples in which to use the ProLyft Logo. It is impossible to allow for every implementation here. However in most cases the correct way to represent our brand will be clear.
Colour Positive Version This is the preferred version and is the one we use most often. The colour version should be used in all print applications unless print restrictions apply.
Mono Positive Version The mono version should be used when colour restrictions apply. The logo should be reproduced as 100% solid black and not as a tint.
Mono Negative Version The mono negative version should be used when colour restrictions apply. This should be reproduced as 100% white out of the background colour and not as a tint.
Colour Palette
PANTONE 376 C
Spot
CMYK
RGB
Web
Pantone 376 U
C = 53
R = 143
#8fbc27
Pantone 376 C
M=0
G = 188
Y = 96
B = 39
K=0
27
6.2 Incorrect usage of ProLyft Logo
Relationship between Pictogram and Type Do not alter the fixed relationship between the pictogram and the type.
Relationship between Pictogram and Type Do not show the type with out the Pictogram.
Colour Do not recolour the Logo.
Colour Do not recolour the Type.
Distortion Do not distort the Logo in any way.
28
6.3 Exclusive Area
To help maintain the visual integrity of the ProLyft Logo, an exclusion zone has been created. The exclusion area is marked ‘x’ and should not be encroached upon. The measurement of the exclusion area ‘x’ is equal to the cap height of the ‘P’ and should always be proportional to the size of logo used. The space indicated by the grid should be regarded as the minimum space between the logo and another such object.
x x
x x
x
x x
x x
x
Minimum Size
The minimum size for the ProLyft Logo for all applications is 7mm in height. This will determine the width. See below.
7mm
15.5mm
29
6.4 ProLyft: brand image
Below shows the ProLyft brand image. This image can be used as the main visual example of ProLyft work. Image: Tarzan the musical; courtesy of Deen van Meer.
Product news
This is an example of how the picture could be used in combination with the logo.
30
7.0 Brand Logos as one line versions
Brand logos and pictograms may be positioned next to each other in the horizontal plane to re-emphasise the Prolyte Group corporate brand visually. There are three permitted variations of how the logos may appear in this manner. The logos should always appear in this order:
Prolyte Group, ProlyteStructures, ProlyteSystems, StageDex, ProLyft.
31
7.1 How to construct one line versions
The brand logos of the Prolyte Group can be used together in the following three relationships. Complete Brand Logos as a one line version. The brand logos may appear in their complete form as shown in the relationship below. The spacing relationship between each brand logo is determined by the height of the logos. In the example shown below the logo height (x) is 5mm. The separating line between logos should be .25mm in width and spaced 5mm from the end of the logo to its left, and 5mm away from the logo to the right. Full Colour Version.
Two Colour Version.
Single Colour Version.
x
x
x
x
x
x
x
x
x
Prolyte Group Logo with Brand Pictograms as a one line version. The Prolyte Group Logo with independent Brand Pictograms may appear as shown in the relationship shown below. The spacing relationship between each brand logo is again determined by the height of the logos. In the example shown below the logo height (x) is 5mm. The separating line between logos should be .25mm in width, and positioned centrally between the 5mm distance separating the each logo. Full Colour Version.
Two Colour Version.
Single Colour Version.
x
x
32
x
x
x
7.1 How to construct one line versions
Brand Pictograms as a one line version. Brand Pictograms may appear as shown in the relationship shown below. The spacing relationship between each brand logo is again determined by the height of the logos. In the example shown below the logo height (x) is 5mm. The separating line between logos should be .25mm in width, and positioned centrally between the 5mm distance separating the each logo.
Full Colour Version.
Two Colour Version.
Single Colour Version.
x
x
x
x
x
33
8.0 Promotional use of the logo
Every document or communication material should contain the Prolyte Group logo, the four brand logos, and the four locations of the Prolyte Group offices. There are multiple ways to display the logos. More information about the logos is available on pages 6 - 41 of the corporate guidelines. Below are two examples.
Prolyte Group ∙ salesnl@prolyte.com ∙
+31 594 851 515
Prolyte Group: StageDex brochure 2015
Professional users choose Prolyte WWW.PROLYTE.COM
FACEBOOK.COM/PROLYTEGROUP
OFFICIAL DISTRIBUTING PARTNERS MIDDLE EAST:
WWW.PROLYTE.COM
1
FACEBOOK.COM/PROLYTEGROUP
TWITTER.COM/PROLYTE
Example 1: This is the back of the Prolyte Group Brochure. The office addresses are beneath the line of logos.
34
Staging Systems Crowd Barriers
2
StageDex is a Prolyte Group brand
AUDIO VISUAL TECHNOLOGY
Example 2: This is an advertisement. The logos are above (large Prolyte Group logo and smaller brand logos) and the addresses are on the bottom.
TWITTER.COM/PROLYTE
9.0 Typography
Our typeface is an important part of our identity. In order to build a clear consistent style to all brand communications the Helvetica Neue family of fonts has been chosen as the Prolyte Group Corporate font. Helvetica Neue and Helvetica Neue Condensed are both sans serif fonts. They are both contemporary typefaces, clear, legible and designed to convey our specific brand values of reliability and high quality.
Aa Aa Aa Aa Aa Aa
Internal use The Arial family of fonts has been chosen as the Prolyte Group font for internal use, such as e-mails, internal documents, presentations and letters.
35
9.1 Prolyte Group corporate font - Helvetica
Helvetica Neue 45 Light
ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Helvetica Neue 55 Roman
ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Helvetica Neue 75 Bold
ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Helvetica Neue 47 Light Condensed
ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Helvetica Neue 67 Medium Condensed
ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 36
9.2 Prolyte Group font for internal use - Arial
Arial - Regular
ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Arial - Bold
ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Arial Narrow - Regular
ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Arial Narrow - Bold
ABCDEFGHIJKMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
37
WWW.PROLYTE.COM