Visual Identity Manual of
Guangzhou Hedong Electronic Co., Ltd.
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VIS
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INTRODUCTION HDL, founded in 1985, is a company specialized in manufacturing and selling professional networked control systems for stage lighting and intelligent control systems for buildings. With solid strength in R&D, design, manufacturing, processing, installation, commissioning, technical trainings and project contracting, it has become one of the largest manufacturers and project integrators in the industry of China’s TV & movie stage as well as building intelligent control. Amidst the context of economy globalization, HDL actively seized the opportunity and timely released its new brand logo with full engagement, so as to demonstrate its rising market position and technology advantages, growing global influence and diversifying business development. To create a new and consistent corporate image, one of the most effective ways is to integrate the visual identity system. This manual is intended to create a clearly defined and entirely new company image with the consistent design concept. Implementing the corporate image strategy takes a long period of time. We shall abide by the rules and set principles in this manual accordingly during the implementation process. Every staff member shall take good care of this manual and strictly follow the rules and standards in management and enforcement. February, 2014
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Basic System Basic Element
A-1-01 Interpretation of Company Logo A-1-02 What have change? A-1-03 Basic Combinations and Graphics of the Logo and Standard Typefaces A-1-04 Logo’s Color Specifications A-1-05 Separation and Scales of the Logo and other Elements A-1-06 Logo’s Complementary Colors A-1-07 Monochrome Versions of the Logo A-1-08 Instruction for the Logo’s Application in Color Environment A-1-09 Instruction for the Logo’s Application in Lightness Background A-1-10 Company’s Standard and Complementary Colors
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A-1-01 Basic Element / Specifications of Logo’s Structure Interpretation of Company Logo
Company logo is the core of the company’s visual identity system. It is the condensation of corporate spirit in a particular development stage, which will directly guide and influence the company’s future development. The HDL company logo inherits the original version while adopting new concepts to better highlight its brand image of innovation, fashion and vitality. Figure 01. HDL Company logo
• The logo adopts the traditional Oriental Purple as its color: This color represents nobility, courage and mistery. It is a typical color in Chinese tradition. Purple, symbolizing maturity and romance, matches the company’s brand position as it enhances the company’s affinity and generates a strong visual shock, which. • The Concept: “H” refers to “Height”, to climb high and gaze far. It is exactly the principle of conduct with which we have been pursuing high precision in technology, high level in quality and high standard in management. “D” refers to “Dedicated”, meaning dedication and mastery. It represents HDL’s concept of dedication in professional lighting control and building intelligent industry. We concentrate on developing and manufacturing each product, transaction and service. “L” refers to “Leading”, it implies HDL’s ambition to be the industry leader. That is the principle for which we have been leading the trend of the lighting control products and building intelligent control products in China, for which we keep continuous innovation in technology and quality, and for which we keep a leading position in the industry.
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A-1-02 Basic Element / Specifications of Logo’s Structure What have change? Figure 02. Old Company logo Since HDL was established we had not made any modification in our logo. Therefore, this change obeys to the need of giving it a face washing and adapt it to new trends and times we are living, but making sure that its original essence keeps intact.
CMYK: C70 M100 Y15 K5
Below It describes all changes done:
Height 高 度
Dedicated 注
1. Trademark. In this logo it differs clearly what is logo space and what is trademark. Our previous logo, the trademark was invading the logo space and that fact was breaking a basic design rule what says that trademark.
Leading 引
2. Text. Bottom text has been removed to make it cleaner and avoid misunderstandings between with Chinese and English concepts, and what they imply in the culture because these might cannot always match to other parts of the world.
Figure 03. New Company logo
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3. Colour. A new fresh color a bit brighter to adapt the logo to the current trend based on flat colors which follows top technological firms.
CMYK: C60 M90 5
Old “L”
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New “L”
4. Cut in the “L”. This cut is due to the movement of the trademark towards outside logo’s space boundaries, since previously the “L” was lengthened slightly to stay within the logo’s perimeter. Now, with the trademark outside the perimeter, this extension is meaningless and destroys the harmony. Thus, the “L” was cut to keep the proporcions with the “H” and “L”. 5. Trademark size. The trademark has been reduced its dimensions to get less attention. The new logo’s trademark follows the proportion of ¼ (a quarter) of the total logo space. Also notice the position where must be the trademark placed.
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A-1-03 Basic Element / Specifications of Logo’s Structure Basic Combinations and Graphics of the Logo and Standard Typefaces The logo is the symbolic embodiment of corporate spirit, the presentation of corporate characters, and the core of visual identity system. Incorrect uses of the logo will confuse public’s understandings about the logo, and then impair the corporate image. Therefore, the standards of making the logo come with great importance. Figure 04 is the standard grid chart of the logo, which is precisely drawn and visually revised. It will be used to quickly make an accurate logo. The graphics scale and spacing are indicated with unit grids, it shall be amplified, minified, or copied according to this original standard when making the logo.
Figure 04. Standard grid chart of the logo
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This standard grid chart stipulates the relation between the graphics scale, stokes size and spacial structure, according to which you will be able to make the company logo. Note: A is a basic measuring unit.
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A-1-04 Basic Element / Logo’s Color Specifications Logo’s Color Specifications
As the company’s brand image, logo is the core of HDL’s visual identity system, it is the most important and prominent symbol of the company. Therefore, it is of great importance that the logo’s colors are consistent, accurate and complete. Figure 05. Standard colors of the logo
The standard color values are shown as the figure, please follow the values strictly when using the logo.
RGB: R113 G51 B128 Spot color: Pantone 2612 C CMYK: Cyan 60% Magenta 90% HEX: #7e3f98
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A-1-05 Basic Element / Specifications of Logo’s Structure Separation and Scales of the Logo and other Elements
Figure 06. Logo’s clear area A
The logo shall be separated from other elements to highlight its features. Clear area must be reserved while using the logo in complicated backgrounds. Please see figure 06 for detailed scale, which may be appropriately adjusted according to real situations when it is needed. To ensure that the logo is clear and complete, the minimum size of the logo must be at least 8mm long when in usage. Note: A is a basic measuring unit.
Figure 07. The minimum usage size of the logo
Minimum size: 8mm
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A-1-06 Basic Element / Logo’s Colors Logo’s Complementary Colors
Figure 08. Official monochrome (HDL purple)
The HDL logo is intended to work best on a white substrate. If the standard color of the logo is not allowed to bed used on a white background or it is hard to manifest because of the propaganda media, you may use the following optional colors: HDL Purple: C60 M90 White: C0 M0 Y0 K0
Figure 09. Reversed monochrome (White)
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A-1-07 Basic Element / Specifications of Logo’s Structure Monochrome Versions of the Logo
Figure 10. Monochrome (Black)
The company logo can be presented with both monochrome versions and reversed white version. These versions can be demonstrated with colored system as well as colorless system. The monochrome and reversed versions in this page are black and white, which are mainly used in single-color (black-and-white) printing such as newspapers and advertisements. Please use the logo in strict accordance with this standard. Note: To make the monochrome version and reversed (White) version visually the same in size, this monochrome (black) plate is 0.2mm bigger than the reversed one in its graphics, and this difference will vary from graphic plates’ sizes
Figure 11. Reversed (White)
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A-1-08 Basic Element / Logo’s Color Specifications Instruction for the Logo’s Application in Color Environment Figure 12 are the rules to use the logo’s color in dark-color background and light-color background. Please refer to these rules when using the logo.
Figure 12. Instruction for the logo’s application in color environment White background (Colorless background)
HDL Purple background (Dark-color background)
Dark Gray background (Dark-color background)
Black background (Dark-color background)
HDL Purple
White
Black
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A-1-09 Basic Element / Logo’s Colors Figure 13. Instruction for the logo’s application in lightness background
Logo’s color: Standard Background: Purple
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Background: Black
Logo’s color: White Background: Purple
Background: Black
Logo’s color: Black Background: Black
Instruction for the Logo’s Application in Lightness Background To ensure the correct uses of company logo on different occasions, the logo’s lightness must be strictly in line with the following rules:
10%
When the logo is of standard color, it must be used on a background with a lightness below 30% (unless is the
20%
30%
background is black). When the logo is reversed, it must be used on a background with a lightness below 30%.
40%
When the logo is black, it must be used on a light-color background with a value smaller than K40.
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A-1-10 Basic Element / Logo’s Color Specifications Company’s Standard and Complementary Colors
Figure 14. Company’s standard color 01
The standard color is the main color of the company, it shall be the first priority to use when there is no constrains or interference.
RGB: R126 G63 B152 CMYK: C60 M90 HEX: #7e3f98
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The complementary color is set to assist the extended uses of the company logo, to replace the standard color on different occasions so as to get good visual effects. 04
The colors 14, 15 and 16 are usualy used for text. The color 14 is used for the common text and also as background. RGB: R96 G41 B114 CMYK: C60 M90 K30 HEX: #602973
RGB: R158 G118 B180 CMYK: C40 M60 HEX: #9e76b4
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RGB: R49 G79 B136 CMYK: C80 M60 K30 HEX: #314f88
RGB: R66 G106 B179 CMYK: C80 M60 HEX: #426ab3
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RGB: R113 G191 B67 CMYK: C60 Y100 HEX: #71bf43
RGB: R190 G214 B47 CMYK: C30 Y100 HEX: #bed62f
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RGB: R64 G64 B65 CMYK: K90 HEX: #404041
RGB: R109 G110 B112 CMYK: K70 HEX: #6d6e70
RGB: R236 G0 B139 CMYK: M100 HEX: #ec008b
Please strictly follow the reference colors in practice. 08
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RGB: R108 G139 B199 CMYK: C60 M40 HEX: #6c8bc7
RGB: R0 G173 B239 CMYK: C100 HEX: #00adef
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RGB: R186 G216 B117 CMYK: C30 Y70 HEX: #bad875
RGB: R253 G184 B19 CMYK: M30 Y100 HEX: #fdb813
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RGB: R187 G189 B192 CMYK: K30 HEX: #bbbdc0
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RGB: R109 G207 B246 CMYK: C50 HEX: #6dcff6
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RGB: R147 G149 B151 CMYK: K50 HEX: #939597
Note: It is allowed to use different colors in the same tones, but the more similar these colors are, the better it is.
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Basic System Our other systems logo
A-2-01 Instruction for the buspro logo A-2-02 Instruction for the buspro logo when it is combine with HDL logo A-2-03 Instruction for the KNX logo A-2-04 Instruction for the KNX logo when it is combine with HDL logo A-2-05 Instruction for the STAGE logo A-2-06 Instruction for the STAGE logo when it is combine with HDL logo
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A-2-01 Basic Element / Other logos Specifications Instruction for the buspro logo
This is the new buspro logo, it tags all the products which belongs to our home and building automation system of HDL’s protocol property. It is divided in two sides, the grey side represents the technical reliability and stability of the system, and the light blue it is a sign of high tech and fresh style for the homes and bulidings which choose to evolve to the next stage, the automatized spaces. Figure 15 are the CMYK color of the buspro logo: Gray (“bus”): C 0 M 0 Y 0 B 60 Blue (“pro”): Figure 15. Instruction for the “blue” buspro logo application
C 100 M 20 Y 0 B 0 Please refer to these rules when using the logo.
C 0 M 0 Y 0 B 60
C 100 M 20 Y 0 B 0
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A-2-02 Basic Element / Other logos Specifications Instruction for the buspro logo when it is combine with HDL logo Figure 16. Instruction for the 1st method to use the buspro logo with HDL logo
Their consistent use reinforces the identity. For this reason the logotypes must always be reproduced from an original master delivered by the HDL Guangzhou Hedong Electronics. Figure 16 are the rules to use the buspro logo when this one is combine with the HDL logo. Figure 17 are the rules to use the buspro logo when this one is combine with the HDL logo and when you cannot use the first method. It also define the CMYK color of the separation line : C 0 M 0 Y 0 B 30
Figure 17. Instruction for the
2nd
method to use the buspro logo with HDL logo
buspro logo can be used alone, but if you have or want to combine it with the HDL logo you must do it in these ways.
Please refer to these rules when using the logo.
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A-2-03 Basic Element / Other logos Specifications Instruction for the KNX logo
The certification logo is also the communication logo. Principles: •KNX will be pronounced as <kay en exs> •Never use the logo in a text: simply write KNX •In the typeface of the text, with capital letter K, N, X •Prefered position of the certification logo on white background Figure 18. Instruction for the KNX logo application
Visible symbol of this system compatibility is the usage of the KNX Association certification mark as a quality label, interworking and product quality and also orderly installation and operation. Figure 18 are the CMYK color of the KNX logo: Green “K”: C 85 M 20 Y 100 B 5 Gray “N”: C 100 M 0 Y 0 B 70 Blue “X”: C 100 M 80 Y 15 B 5 Please refer to these rules when using the logo.
C 85 M 20 Y 100 B 5
C 0 M 0 Y 0 B 70
C 100 M 80 Y 15 B 5
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A-2-04 Basic Element / Other logos Specifications Instruction for the KNX logo when it is combine with HDL logo Their consistent use reinforces the identity. For this reason the logotypes must always be reproduced from an original master delivered by the HDL Guangzhou Hedong Electronics. Figure 19 are the rules for the KNX logo when it is combine with the HDL logo. There is also the CMYK color for the separation line: C 0 M 0 Y 0 B 30 Please refer to these rules when using the logo. Figure 19. Instruction to use the KNX logo with HDL logo
KNX logo can be used alone, but if you have or want to combine it with the HDL logo you must do it in these ways.
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A-2-05 Basic Element / Other logos Specifications Instruction for the STAGE logo
Stage logo is used for HDLâ&#x20AC;&#x2122;s Branch related with Stage Lighting equipment and lighting control. Figure 20 are the CMYK color of the STAGE logo: C 20 M 0 Y 0 B 90 Please refer to these rules when using the logo.
Figure 20. Instruction for the STAGE logo application
C 20 M 0 Y 0 B 90
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A-2-06 Basic Element / Other logos Specifications Instruction for the STAGE logo when it is combine with HDL logo Their consistent use reinforces the identity. For this reason the logotypes must always be reproduced from an original master delivered by the HDL Guangzhou Hedong Electronics. Figure 21 are the rules for the STAGE logo when it is combine with the HDL logo. There is also the CMYK color for the separation line: C 0 M 0 Y 0 B 30 Please refer to these rules when using the logo.
Figure 21. Instruction to use the STAGE logo with HDL logo
STAGE logo can be used alone, but if you have or want to combine it with the HDL logo you must do it in these ways.
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Basic System Company typerfaces application
A-3-01 English Typerfaces A-3-02 Typefaces for the Companyâ&#x20AC;&#x2122;s Full English Name
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A-3-01 Basic Element / Corporate Typefaces English Typefaces
Figure 22. Frequently used English Typefaces
Setting up the English typefaces in communication media is to present the names, addresses and facilities of various
Avenir Next LT Pro - Regular
branches in a consistent manner.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Standard typefaces shall be used when the words of the company appear in any communication media, includes but not limited to printings, publications, documents or propaganda media.
Avenir Next LT Pro - Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Avenir Next LT Pro - Demi
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
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A-3-02 Basic Element / Corporate Typefaces Typefaces for the Company’s Full English Name HDL’s English name features the unified style to the standard Chinese typefaces. It uses Arial as the standard Figure 23. Typefaces for the company’s English name.
typeface. These standards stipulate the graphic scale, space structure and strokes sizes of the abbreviated
Monochrome (Black) of the standard typeface for the company’s English name
Guangzhou Hedong Electronic CO., LTD.
Chinese name, you will be able to make the standard typefaces of the English name according to the standards. Please strictly follow this standard in real practice. Standard colors:
Reversed (White) of the standard typeface for the company’s English name
Guangzhou Hedong Electronic CO., LTD.
Black: K100 Note: A is a basic measuring unit.
Grid Chart of the standard typeface for the company’s English name
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Basic System Application Element
A-4-01 Incorrect Uses of Logo A-4-02 Standards of Supporting Graphics
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A-4-01 Application Element / Incorrect Uses of Logo Incorrect Uses of Logo
Figure 24. Examples of logoâ&#x20AC;&#x2122;s incorrect uses
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Do not use the old logo.
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Do not stretch or compress the logo.
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Do not change the placement of ÂŽ in the logo.
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Do not change add stroke to the logo.
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All letters must be in capital.
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Do not put a line under the logo.
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Do not put the logo in a box.
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Do not place the logoâ&#x20AC;&#x2122;s wording vertically.
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Do not use other typefaces to replace the original logo.
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Do not use italic font on the logo.
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Do not use an incomplete logo.
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Do not use any other color on the logo beyond the set colors.
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Do not add any color to the logo in the revered version.
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Do not present a white logo on a picture without adequate contrast.
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Do not present the logo of standard color on a dark-color background.
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Do not cut, twist or distort... etc. the logo.
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Do not add word(s) of the Concept around the logo.
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A-4-02 Application Element / Supporting Graphics Standards of Supporting Graphics
Figure 25. Supporting graphics Basic supporting graphics
Supporting graphics are the extended application of the logo, they can reinforce the visual effect in actual usages and keep the consistency of the companyâ&#x20AC;&#x2122;s visual image. They are used on media and environments except Internet advertisements, includes but not limited to stationary,
Standard grid chart of basic supporting graphics
products, packing and shops. They are consistent with the logo and generate a distinctive visual impression.
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Please strictly follow these standards in practice.
Origin of supporting graphics
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Guangzhou Hedong Electronic Co., Ltd. No. 24, Jianzhong Road, Tianhe Hi-tech Industry Development Zone, Tianhe District, Guangzhou, China
Tel.: 020-85521566 Fax: 020-85520532 www.hdlchina.com