Brand Guide
McDermott Brand Guide | 1
Table of Contents
3....................Mood Board 4....................Old Logo and New Logo 5....................Logo Elements 6....................Wordmark,Tagline, Icon, and Supermark 7.................... Logo Progection 8....................Small Logo Usage 9....................Logo Version 10..................Lock-up 11...................Coloring 12..................Color Palette 13..................Correct and Incorrecnt Usage 14..................Type Family 15..................Multimedia Type Face 16..................Color 17..................Stationery 18-20...........website 21..................McDermott App 22.................T-Shirt 23.................Trade show booth
2 | McDermott Brand Guide
Design Brief
McDermott Agency/Graphic Designer: Ricky Neilsen Project Summary: The goal of the project is to update and look and feel of the company in hopes of attracting new potentioal customers. Target Audience: The target audience is large oil companies. Background/Competitive Positioning: Some of the obstacles is the fact that it is expensive to build oil rigs and the other competitive companies. Desired Message & Tone: The desired message is strength, safety, and cutting edge technology.
McDermott Brand Guide | 3
Logo Sketches
4 | McDermott Brand Guide
Old and New Logo Lock-up
McDermott Brand Guide | 5
Logo Elements
A companies logo is it’s most distinguishable marker. It is what people regongnize as connected to a brand more often then anything else. The McDermott logo is made up of two parts.
the wordmark or company name and a graphic element. The graphic element can be either the star in its entirety or a supermaker
Elements The logos triangluar shapes is an expression of the strength, stabiity, and quality of the McDermott company. The contemporary font displays professionalism and the star symbolize skill and craftsmanship that the customer will recieve.
Icon Wordmark Tagline
LIGHT
SLEEK Supergraphic
SLATE
NIGHT
6 | McDermott Brand Guide
Wordmark and Tagline
Supermark
Supermark
Icon
The tagline is an essential componant of the logo and should be included with the wordmark in all communications except when there is a room constraint.
McDermott’s supermark is an extended form of brand’s star icon. The cropping of the star carries tones of the limitless possiblities and achievments of not only the past of the future as well. Supermarks are to be used for informal marketing purposes and branding. The supermark must be cropped at all times when it is used.
The icon of a company is the most recognizable characteristic of a brand. It has the ability to signify the brand while standing alone. The McDermott star icon indicates professioalism and the use of the triangle shape to displays stability and security.
NIGHT
SLATE
SLEEK
LIGHT
McDermott Brand Guide | 7
Logo Protection
The purpose of logo protection is to avoid crowding the logo on a page when next to imagery or text. By doing so the logo has maximum exposure. The means of creating protection is clearspace. Clear space is the white space around the logo. Use these guide lines at all times to ensure the correct amount of clearspace. NIGHT
SLATE
SLEEK
LIGHT
8 | McDermott Brand Guide
X= height of “M” in McDermott Clearspace = “X”
Logo, Icon, and Tagline
Logo and Icon
Small Logo Usage
In order to meet the various needs two usage (regular and small) have been created. The small usage is to be used when there is a limited amoun of space.
Regular usage
Small usage
Minimum length: 8 cm includng the clear space.
Minimum length: 3 cm includng the clearspace Maximum length: 4 cm including the clearspace
(Logo below reflect the minimum usage) (Logo below reflect the small usage)
NIGHT
SLATE
SLEEK
LIGHT
McDermott Brand Guide | 9
Logo Version The McDermott logo has two arrangments: 1. The logo using the icon 2. The logo using the supergraphic The layout and the formality of determine which verson of the logo to use. In the following instances the icon and star must be used: The cover, front and back of all publications. A super graphic may be use as well. Formal communications like letter heads and official paper work. Logo and Icon
Logo and supergraphic
LIGHT
SLEEK
SLATE
NIGHT
10 | McDermott Brand Guide
Logo Lock-up
The McDermott Logo has two lock-up arrangements: Vertical and Horizontal The layout and the formality of determine which verson of the logo to use. In the following instances the icon and star must be used: The cover, front and back of all publications. A super graphic may be use as well. Formal communications like letter heads and official paper work.
Horizontal lock-up
Vertical lock-up
NIGHT
SLATE
SLEEK
LIGHT
McDermott Brand Guide | 11
Logo Background Color
NIGHT
SLATE
SLEEK
LIGHT
The background color determines the appropriate color for the logo. Creating sufficeint contrast must be maintained.
12 | McDermott Brand Guide
Color Pallete
NIGHT
OCEAN
LIGHT
SLEEK
SLATE
CMYK 95 | 58 | 0 | 54
CMYK 100 | 0 | 0 | 0
CMYK 0 | 0 | 0 | 0
CMYK 0 | 0 | 0 | 100
CMYK 0 | 0 | 0 | 30
RGB 0 | 54 | 103
RGB 0 | 174 | 239
RGB 255 | 255 | 255
RGB 0 | 0 | 0
RGB 188 | 190 | 192
PANTONE
PANTONE
PANTONE
PANTONE
Mcdermott has perfected off shore oilrigs and this pure blue (Ocean) is a testament to its’ skill and craftsmanship
White (Light) is the ideal color for creating contrast. The use of white helps draw attention to deisred items.
There is no color like black (Sleek) that best represents authority and anything formal or official. In addition to that, it helps create contrast.
Gray (slate) is the a medium ground color and is nuetral.
PANTONE 534 C
Night (Blue) is a classic business color. It is sophisticated, professional, and efficeint.
McDermott Brand Guide | 13
Logo Do’s and Don’ts
The wordmark is knocked-out
Icon is stretched
14 | McDermott Brand Guide
Incorrect orientation
Family Typeface
Typography is a vehilce used to communicate in print. Typography and typeface also carry thier own tone and message so selecting the appropriate typeface is vital. Due to this the typeface used for McDormott International, Inc. is Gotham. The Gotham typeface family was chosen because of it’s strong, contemporary, and clean tone, all of which are characteristics of McDermott Int. Inc.
Gotham Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Gotham Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() Gotham book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*() McDermott Brand Guide | 15
Mulitmedia Typeface
Veranda was chosen because it carries the same overtones as thee Gotham. The Gotham family typface is the primary font for the McDermott brand and should be used except for digital media.
Veranda Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
16 | McDermott Brand Guide
Backgroud Color
Readability is the goal of choosing color for text.
LIGHT
SLEEK
Lorium Ipsum Dolor
Lorium Ipsum Dolor
Lorium Ipsum Dolor
Lorium Ipsum Dolor
SLATE
NIGHT
McDermott Brand Guide | 17
Backgroud Color
Lorium Ipsum Dolor
Lorium Ipsum Dolor
Lorium Ipsum Dolor
Lorium Ipsum Dolor
LIGHT
SLEEK
SLATE
18 | McDermott Brand Guide
Stationery
Envelope Business Cards
@ mcdermott.com
Letter Head NIGHT
SLATE
SLEEK
LIGHT
McDermott Brand Guide | 19
Web Site Design
Worldwide
About Us
News
Suppliers
Contact Us
WHY MCDERMOTT
20 | McDermott Brand Guide
SOLUTIONS
PROJECTS
INVESTORS
CAREERS
ETHICS
Web Site Design
SOCIAL MEDIA
DOWNLOAD THE MCDERMOTT APP
SIGN IN Name *
Email Address *
*= Required feild
WHY MCDERMOTT
PRODUCTS & SERVICES
PROJECTS
INVESTOR RELATIONS
CAREERS
ETHICS
ABOUT US
Values Solutions Quality HSE & Security People Global Reach Joint Ventures Innovation Experience Recognition
Engineering Procurement Construction Yards Installation Fleet Project Management Commissioning & Startup Fixed Platforms Pipelines Floating Production Subsea Onshore Modules Rig Repair & Upgrades
Project Experience
Stock Information Financial Information SEC Filings Annual Report Investor News & Events Investor Services
Job Search Working at McDermott Recruitment Process Experienced Hires Craft & Crew Graduates & Students
Code of Business Conduct
Values Leadership & Corporate Governance Quality Joint Ventures HSES Social Responsibility Awards & Recognition Contact Us History
McDermott Brand Guide | 21
Web Site Design
Worldwide
About Us
News
Suppliers
Sign In
Contact Us
WHY MCDERMOTT
SOLUTIONS
PROJECTS
Platong Gas II Central Processing Platform
Asia Pacific
Platong Gas II Central Processing Platform
Asia Pacific
22 | McDermott Brand Guide
INVESTORS
CAREERS
Fixed Platforms
Fixed Platforms
ETHICS
App Deisgn
McDermott Brand Guide | 23
Logo Application
24 | McDermott Brand Guide
Tradeshow Booth
McDermott Brand Guide | 25