Brand Standard Manual nua
ART 323 Graphic Design II Professor Payne, Spring g 2019 19 Š Rachel Greene, 2019
Who We Are HISTORY Over our 153 years in operation, Talpa has coated hospitals, roads, bridges, ships, and even the White House, Golden Gate Bridge, and Hollywood sign. Talpa has become the go-to for surface improvement for business professionals, contractors, and do-it-yourselfers. We pride ourselves in our attention to detail, precision, efficiency, and ultimately our customers. We are dedicated to improving our environmental sustainability efforts as we care deeply about our employees, customers, shareholders, our shared environment, and the spaces where people spend the most time.
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Table of Contents LOGO
WHO WE ARE
BRAND
3 History
8
Signature ure
26 Typography
5 Respect The Brand
9
up Options Lockup
27 Identity Package
6 Values, Mission & Vision
10 Minimum im Size
29 Letterhead
7 Structure
11 Symbol mb
30 Envelopes
12 Symbol ym entati Orientation
31 Business Cards
13 Background ac d Use
APPLICATION
14 Incorrect nc Back Background Use 15 Cl ce Clearspace 19 Background a und color 20 Background ac und Imagery 21 Prohibited ro ed Use U 23 Black ac & Whit White 24 Color or
32 Website 36 Instagram 37 Products 38 Uniforms 40 Vehicles 41 Convention Collateral 42
CREDITS
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Who We Are RESPECT THE BRAND This document helps us at Talpa to maintain our reputation and presence in the many communities we serve. Adherence to these guidelines will aid us in creating materials that speak clearly and consistently to our audiences with one, uniďŹ ed voice. Questions should be directed via email to the Talpa Corporate Office at marketing@Talpa.com.
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Who We Are VISION
VALUES INTEGRITY: We keep promises to one another, our customers and shareholders. SERVICE: We strive for all interactions to be exemplary, personal, and professional. PERFORMANCE: We set high expectations, and reward achievements. INNOVATION: We challenge assumptions and leverage ingenuity and imagination.
QUALITY: We strive to set the industry standard for excellence. PEOPLE: We are committed to providing safe and healthy work environments where our employees can learn, grow, and be recognized for their achievements. GROWTH: We are committed disciplined and sustainable growth that beneďŹ ts our communities.
We are striving to improve the environments of our communities which extends into improving the Earth for the next generation.
MISSION We believe that improvement starts on an individual level thus why we seek to ďŹ rst improve the neighborhoods in which we live and operate. We do so by creating workplaces that are safe and diverse, and continuously seeking innovative ways to reduce our impact on the environment.
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Who We Are STRUCTURE In order to best serve our customers, Talpa is divided into five main divisions: 1. Contractors 2. Homeowners 3. Home Builders 4. Architects, Specifiers & Designers 5. Property & Facility Managers Each division focueses on a specific market segment meaning we can focus on providing the right products and services to the right people for the right job.
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Logo SIGNATURE WORDMARK
Our logo comprised of three distinct elements: the wordmark, symbol, and tagline. These can be used either together or separately in an approved lockup. When all elements are used together, we call it a logo signature.
SYMBOL TAGLINE
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Logo LOCKUP OPTIONS
1.
Approved lockups include: 1. Symbol alone 2. Wordmark alone 3. Horizontal signature 4. Horizontal symbol & wordmark 5. Vertical wordmark & tagline These ďŹ ve options allow for adaptable application that caters to Talpa’s diverse market and wide product range.
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5.
Go Beyond the Surface
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Logo MINIMUM SIZE In order to maintain legibility and clarity, the logo lockups must never be sized smaller than the recommended sizes as shown to the right. This applies for both print and web applications.
0.39”
0.16”
0.52”
0.37”
0.67” Go Beyond the Surface
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Logo SYMBOL The black and white symbol, as shown to the right, can be used as a separate element on collateral if it meets the following criteria: - The company name and/ or wordmark is present, but is not physically close enough to resemble an unapproved lockup. - The symbol is 100% black at 100% opacity
C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 HEX: FFFFFF PMS: BLACK
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Logo SYMBOL ORIENTATION We at Talpa believe that details matter, especially when it comes to representing the ourselves and the standard of quality we provide.
INCORRECT
To ensure brand consistency and recognizability, please be sure the logo symbol is oriented clockwise. A line should be drawn from the bottom of the most inner spiral to the tapering end of the spiral as shown below.
(The symbol may be animated to spin clockwise for web or television applications.)
The symbol should never be ipped, rotated, or transformed in any way.
Prohibited logo use is further outlined starting on page 21; guidelines apply equally to every logo element.
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Logo BACKGROUND USE The black and white symbol can be used as a background element only if meets the following criteria: - Oriented correctly (refer to previous page) - 100% black at 3% opacity - Placed on a white background - 30% larger than the chosen layout - Placed on the right-hand side of the layout - The layout does not intersect/ interfere with the 2nd most inner spiral turn.
BACKGROUND RO
SYMBO SYMBOL
C: 0 M: 0 Y: 0 K: 0 R: 225 25 G: 225 25 B: 225 25 HEX:: 0 000000 0 PMS: W WHITE E
C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 HEX: FFFFFF PMS: BLACK
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Logo INCORRECT BACKGROUND USE 1. Incorrect symbol placement 2. Incorrect proportion to layout 3. Unapproved background color 4. Incorrect symbol color 5. Incorrect symbol opacity 6. Incorrect symbol orientation
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2.
3.
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6.
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Logo
X
CLEARSPACE This space is intended to respect the quality of the brand by allowing adequate room for the logo to exist. Talpa has designated the width of the “T� as the measuring tool to determine clearspace for all but one of our logo lockups. See page 18 for how to handle clearspace for the symbol used as a sperate element. X
X
No exceptions can be made to the minimum clearspace around each lockup option other than the addition of extra space which is always welcomed.
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Logo X
CLEARSPACE X Horizontal lockups
X
X
0.38X
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Logo X
CLEARSPACE Vertical lockup
X
0.32X
Go Beyond the Surface
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Logo CLEARSPACE When the symbol is used alone, the radius of the symbol is to be used as the unit of measurement. For all other lockups refer to previous pages and use the width of the Talpa “T�. X X
X
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Logo BACKGROUND COLOR Whenever possible, we prefer our logo resides on a white surface as we view that as a space for possibility and imagination. In terms of product application, the logo does not require sa background color container. For colors over 50% darkness, use the white logo, and for colors over 50% lightness, use the black logo as the example to the right demonstrates.
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Logo BACKGROUND IMAGERY Imagery is important to us as it allows for to further convey the quality and newness that we offer our customers.
CORRECT
INCORRECT
Selected images should be high-key and relate to the brand (products, motivation, inspiration, and/or ďŹ nished projects). Only the black logo may be used on top of imagery. To lighten images when necessary, lower the image opacity or place a white rectangle over the image and adjust the rectangle’s opacity to achieve maximum legibility.
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Logo PROHIBITED USE Do not alter typefaces
Do not ip/ reverse
Do not exceed the minimum size
Do not stretch
Do not rearrange elements
Do not overlap lockups or elements
Do not tilt
Do not add effects
Do not lower opacity
TALPA
Go beyond the Surface
21
Logo PROHIBITED USE CONT. Do not invert the colored symbol
Do not use white logo on imagery
Do not use color for any logo type
Do not place black logo on dark products
Do not use a custom symbol color
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Logo BLACK & WHITE The black and white logo is the default for material pertaining to the company as a whole. Whereas the symbol can change color, as detailed on the following page, the wordmark and tagline must always remain at 100% opacity either black or white.
C: 0 M: 0 Y: 0 K: 0 R: 225 G: 225 B: 225 HEX: 000000 PMS: WHITE
C: 0 M: 0 Y: 0 K: 100 R: 0 G: 0 B: 0 HEX: FFFFFF PMS: BLACK
Remember: only the black logo is to be used on top of imagery (see page 20).
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Logo COLOR To denote and best cater to Talpa’s five divisions, the corporate black and white symbol can be interchanged with one of the brand-colored symbols in applications that apply solely to that division.
CONTRACTORS
HOMEOWNERS
HOME BUILDERS
ARCHITECTS SPECIFIERS & DESIGNERS
PROPERTY & FACILITY MANAGERS
If unclear if collateral is widereaching or division-specific, please resort to using the black and white symbol. The logo may be animated to rotate through the colors as long as they are presented in the order they appear to the right (red, blue, green, orange, gray).
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Brand COLOR When all ďŹ ve colors are used together, they should ALWAYS be displayed in the order they appear to the right (red, blue, green, orange, gray). Generally, the ďŹ ve colors should be displayed as a thin strip of rectangles. This brand element serves as a recognizable staple of the Tapla brand, and should be used as an accent, not an overpowering element.
C: 15 M: 85 Y: 63 K: 2 R: 205 G: 75 B: 85 HEX: CD4B55 PMS: 7636C
C: 5 M: 51 Y: 82 K: 0 R: 235 G: 144 B: 69 HEX: EB9045 PMS: 2220 C
C: 62 M: 27 Y: 51 K: 14 R: 105 G: 149 B: 132 HEX: 699584 PMS: 2249 C
C: 83 M: 37 Y: 33 K: 0 R: 37 G: 133 B: 156 HEX: 25859C PMS: 1575 C
C: 56 M: 48 Y: 47 K: 14 R: 48 G: 0 B: -1 HEX: 727272 PMS: 424 C
The rectangular strip should never exceed 20% of the design unless approved by the Talpa Corporate Office.
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Brand TYPOGRAPHY This type system is designed as the ultimate balance of geometric and organic shapes reecting our commitment to the environment as well as our passion for structure and precision. This typographic system applies to all aspects of the brand identity including signage, digital media, collateral materials, and the logo. Our system includes the two type families Gotham and Archer, but only the weights and styles shown to the right.
Gotham Bold Gotham Bold Italic
Archer Book Archer Book Italic Archer Medium Archer Medium Italic Archer Semibold Archer Semibold Italic Archer Bold Archer Bold Italic
Headers = Gotham Bold (uppercase) Body copy = Archer Book.
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Brand IDENTITY PACKAGE Shown on the following page, our brand identity package exists to further exemplify the emotional tone of our company, and create a lasting experience for everyone who interacts with it. The exterior of the business cards and envelopes are kept minimal to create intrest and encourage users to go beyond the surface.
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Marnie Vendeville Store Manager
Go Beyond the Surface
Go Beyond the Surface
(864) 261-0886 MVendeville@talpa.com
4134 Clemson Blvd, Anderson, SC. 29621
September 6, 2019 Dear recipient,
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, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
Melvin Porter 1599 Curabitur Rd. Bandera, SD. 45149
Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. 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, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. 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. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.
1o1 Prospect Ave.
Cleveland,OH. 44115
Sincerely,
CEO John Morikis
1o1 W. Prospect Ave. Cleveland,OH 44115
www.talpa.com 1-800-474-3794
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Brand IDENTITY PACKAGE 0.6386”
3.3011”
3.3011”
LETTERHEAD
Go Beyond the Surface
0.5425”
Format: 8.5” x 11”
September 6, 2019 0.4443”
1”
Dear recipient,
Paper: Strathmore Premium Super Smooth Soft White 80T Type System: Body: Archer Book 11/16 Footer: Archer Semibold 11/ 16
0.5456”
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, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.
1”
Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. 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, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. 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. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.
Sincerely,
1.0432”
CEO John Morikis 0.6777”
1o1 W. Prospect Ave. Cleveland,OH 44115
www.talpa.com 1-800-474-3794
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Brand IDENTITY PACKAGE 0.6386” 0.3435”
ENVELOPE
1.9301”
Format: #10 envelope 4.125” x 9.5” Melvin Porter 1599 Curabitur Rd. Bandera, SD. 45149
4.1663”
Paper: Strathmore Premium Super Smooth Soft White 80T
1.7196”
Type System: Front: Archer Medium 11/14 Back: Archer Semibold 11/14
0.6769”
0.4891”
1o1 Prospect Ave.
Cleveland,OH. 44115
2.4249”
0.6505”
3.034”
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Brand IDENTITY PACKAGE BUSINESS CARDS
CORPORATE
LOCAL 0.4599”
Format: 3.5” x 2” Paper: Strathmore Premium Super Smooth Soft White 80C
Go Beyond the Surface
Go Beyond the Surface
101 Prospect Ave. Cleveland, OH. 44115
4134 Clemson Blvd, Anderson, SC. 29621
0.3355”
Type System:
0.2562”
Front: Archer Thin 10.17/12.2 pt. Back: Name: Archer Semibold 13.22 pt.
0.2947”
John Morikis
Marnie Vendeville
CEO
Store Manager 0.658”
Position: Archer Book Italic 11.19 pt.
(864) 280-0773 JMorikis@talpa.com
(864) 261-0886 MVendeville@talpa.com 0.2434”
Phone & Email: Archer Thin 11/14 pt.
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Application WEBSITE Home page The colored bar at the top serves as quick navigation for people familiar with the site. Simply click the color of the division to visit the site.
IMPROVING ENVIRONMENTS
Explore Products
Newcomers are ďŹ rst encouraged to learn more about our company and explore products, and then are guided through the process of choosing which division site to enter. based on their personal needs and the services we provide.
About Us
CONTRACTORS
HOMEOWNERS
HOME BUILDERS
ARCHITECTS, SPECIFIERS, & DESIGNERS
FACILITY & PROPERTY MANAGERS
Explore
Explore
Explore
Explore
Explore
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Application WEBSITE About page ABOUT US
This page deďŹ nes the purpose of our rebrand as highlighting our commitment to environments while reminding our customers of our values, mission and vision.
Explore Products
Learn more
VALUES
MISSION
VISION
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Application WEBSITE Fixed-scroll pop up that is activated by clicking “Explore Products”. This allows users to enter into a division- specific site individualizing the user experience, and ensuring we can provide our best quality of assistance.
CONTRACTOR
HOMEOWNER
ABOUT US
HOME BUILDER
ARCHITECT SPECIALIST DESIGNER
PROPERTY / FACILITY MANAGER
Knowing K i who h you are ensures su we provide d the th right rig t products d and nd d services s v ffor tth the he job
Explore Products
Learn more
VALUES
MISSION
VISION
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Application WEBSITE
COLOR
PROJECTS
PRODUCTS
Homeowners site HOMEOWNERS
The goal of this division-specific site was to convey a sense of comfort and reassurance. Homeowners often feel stressed about improvement projects, so we sought to provide them with the confidence they need by knowing that help is always within reach.
Find a Store
Get Inspired
COLOR OF THE MONTH EXPLORE COLOR
EXPLORE PROJECTS
NEW
EXPLORE PRODUCTS
EXPLORE TUTORIALS
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Application INSTAGRAM For this campaign, we focused on man-made and natural environments melding together in order to raise awareness of our commitment to the environment, and to heighten people’s awareness of their current surroundings- both natural and man-made. Generally, 80% of our social media content should establish or further an authentic connection with our customers by engaging with them directly while the other 20% should be used to promote new products and innovations.
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Application PRODUCTS
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Application UNIFORMS APRONS We believe every surface holds potential for possibility, and our uniforms are no exception. Whereas we do admire cleanliness and precision, we embrace the fact that the apron will not remain white for long. Each paint drop is a testament to our commitment to our customers. Our employees should take pride in the paint they accumulate as it represents numerous completed projects, and satisďŹ ed customers. The apron pocket is stain resistant to maintain logo legibility.
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Application UNIFORMS MAGNETIC NAME BADGE
POLO POL LO Archer Book Archer Book Italic Archer Medium Archer Medium Italic Archer Semibold Archer Semibold Italic Archer Bold Archer Bold Italic
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Application VEHICLES
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Application CONVENTION COLLATERAL BOOTH
NAME TAG
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Credits Graphicburger.com Pixiden.com Dribble.com Behance.net unsplash.com badgeworksplus.com pexels.com sherwinwilliams.com lowes.com
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