BRAND GUIDELINES | 2014
GSI BRAND GUIDELINES 2014
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GSI 2014©
GSI BRAND GUIDELINES 2014
Introduction This basic corporate identity guide has been created as a reference of basic rules for proper and unified use of graphical elements that make up the corporate image of the company in the communication and public outreach. As constituent elements establish construction guidelines , the use of chromatic typefaces and brand applications . This manual is a tool essential for monitoring the implementation of the elements of the logo . Any use of these elements different from that expressed in this manual is considered incorrect.
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Despite his character basic rule, this manual is intended to cover the use of elements of the logo’s corporate graphics for both print and projection. The guidelines contained in this document are not intended in any way to restrict the creativity of the company, but as a guide to open new creative possibilities to communicate its essence, always maintaining visual consistency.
GSI 2014Š
GSI BRAND GUIDELINES 2014
Index COMPANY
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CORPORATE IDENTITY
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COLOR PROOF
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ALTERNATIVE LOGO
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COLOR PALETTE
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CORPORATE FONT FAMILY
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PROPORTIONS
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FILE NAME
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APPROPIATE USE
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MISUSE
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ICON & FAVICON
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STATIONARY
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TERMINOLOGY
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GSI 2014©
GSI BRAND GUIDELINES 2014
Group Services Inc. GSI is the leading DMC and Destination Management Company serving the Island of Puerto Rico In Puerto Rico, we are the Destination Management Company for Meeting Planners, Incentive Group planning, Team Building and Special Events. Located in San Juan, Puerto Rico, G.S.I. has been providing a full range of DMC services to our clients’ and Puerto Rico hotels for over a decade. GSI is also the preferred DMC for several prestigious properties in Puerto Rico, the El Conquistador, the El San Juan Hotel & Casino and the Condado Plaza to name a few.
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From historical Old San Juan, to sparkling white sandy beaches, crystal clear Caribbean waters, lush tropical rainforests, and a night-life that won’t quit, Puerto Rico has it all! Mix in worldclass golf courses and limitless watersports and your group is guaranteed an experience they’ll be talking about for a long time! Our Destination Management business is to make sure that your attendees have the time of their lives and that each event goes off without a hitch.
GSI 2014©
GSI BRAND GUIDELINES 2014
Corporate Identity A corporate identity is the overall image of a corporation or firm or business in the minds of diverse publics, such as customers and investors and employees. It is a primary task of the corporate communications department to maintain and build this identity to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.
Icon
Logotype
Logo
This icon presents a “garita”, a sun and some water waves. Each element is a distintive from Puerto Rico and the Caribbean.
This logotype was created speacialy for this brand.
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GSI 2014©
GSI BRAND GUIDELINES 2014
Color Proof The study of color helps us visualize the functionality of a logo. Shown in various forms to contemplate their variations and applications. This study is necessary for any logo that is created.
Color
For documents that are Full Color. They could be use for both printing and projection. Flyers, banners, facebook, webpage.
Grayscale
For documents that are in Black & White.They could be use for both printing and projection. Flyers, banners, facebook, webpage.
Black
For custom applications such as pens, pen, pencils, notepads, hats, bookmarks, keychains.
Reverse
For custom applications such as pens, pen, pencils, notepads, hats, bookmarks, keychains..
* The black box is not part of the design is to represent only the icon in white.
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GSI 2014Š
GSI BRAND GUIDELINES 2014
Alternative Logo The concept of this alternative logo for the corporate identity is to present the name completly. It is a logotype specialy design for the company usage.
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GSI 2014Š
GSI BRAND GUIDELINES 2014
Color Palette The color palette presents how the selected colors will look like for the company in different applications. Shown here the colors will appear with their codes.
C= 1 M= 16 R= 254
Y= 100 K= 0
G= 209
B= 1
Pantone 7548 U #fed101
CMYK colors are only printing (banners, flyers, d-boards)
C= 1
RGB colors are for screening only (web, web banners)
Pantone Orange 021 U
The Pantone colors are for color reference. The HEX colors are only for web programming.
M= 71
R= 240
Y= 100
G= 109
K= 0
B= 34
#f06d22
C= 0
M= 78
Y= 11
R= 0
G= 167
K= 42
B= 162
Pantone 326 U #00a7a2
C= 0 R= 74
M= 0 G= 75
Y= 0
K= 86
B= 76
Pantone Neutral Black U #4a4b4c
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GSI 2014Š
GSI BRAND GUIDELINES 2014
Corporate Font Family The font family is the typeface (letter) to be used for any official document of the company. Among them are: signage, promotions, stationery, websites and catalogs. Open Sans is a sans-serif typeface designed by Steve Matteson and commissioned by Google. According to Google, it was developed with an “upright stress, open forms and a neutral, yet friendly appearance” and is “optimized for legibility across print, web, and mobile interfaces. Open sans is a open source format font that can be downloaded here: www.fontsquirrel.com/fonts/open-sans
aR
Open Sans
ABCDEFGHIJKLN ÑOPQRSTUVWXYZ abcdefghijklmnñopqrstuvwxyz 1234567890 @#$%^&*()! Light Light Italic Regular Italic Semibold Semibold Italic Bold Bold Italic
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GSI 2014©
GSI BRAND GUIDELINES 2014
Proportions WEB: 200px
Recommended resolution: 72dpi Recommended format: PNG, JPG
75px
The minimum size of the logo is defined as the smallest size that can be reproduced maintaining adequate visibility. This minimum size will be different by support of either web or print.
PRINT: 2in
Recommended format: JPG, PDF
.75in
Recommended resolution: 300dpi
File Name Shows how to write the name of the company on official documents where the logo does not apply or can not be used.
GSI
Gsi
Group Services Inc.
gsi GS Inc
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GSI 2014Š
GSI BRAND GUIDELINES 2014
Appropriate use Following are the main rules for how to use and apply the logo for it’s promotion, labeling or document. • The logo must be used in clean spaces. • Can be used in negative, reverse or grayscale (See Color Proof) • In making any changes, it must be notified to the designer. • It should leave a margin of 1/2” for the different applications of the logo. • Any application that is outside of these standards is prohibited.
* The color boxes are not part of the design is to represent only the icon in white.
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GSI 2014©
GSI BRAND GUIDELINES 2014
Misuse Presented here are other improper ways to use the logo. These variations are designed with the purpose of showing a wider field as how the logo should not work.
• Do not change: shape, color, lines, contours, environment, idea, nor any change to the existing logo. • Do not apply to areas of existing color in the logo. • No person may include logo attached to copyrighted images. (Images, Illustrations, etc..) • No images may include accompanying the logo that tend to excel the logo. • Do not stack the logo with other logos. • Another letter will not be included in the logo than the existing one.
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GSI 2014©
GSI BRAND GUIDELINES 2014
Icon & Favicon The icon will be used when the full logo is not feasible for the intended application. When shown as the icon appears, there are guide lines for use to not alter the image. The FAVICON is the icon at the top of the browser Internet.
FAVICON Web (ICO File)
16px X 16px
FAVICON
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GSI BRAND GUIDELINES 2014
Stationary The first example of logo use and color application, is applied on the design for the corporate stationary set.
Katie Yearby
Administrative Assistant
katie@gsipuertorico.com Condominio San Alberto Suite 721 605 Condado Avenue Santurce, Puerto Rico 00907
Phone: (952)-212-3729 Fax: (787) 863-3221 gsipuertorico.com
Condominio San AlbertoSuite 721 605 Condado Avenue Santurce, Puerto Rico 00907
Condominio San AlbertoSuite 721 605 Condado Avenue Santurce, Puerto Rico 00907
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Phone: (787) 724-5494 Fax: (787) 863-3221 info@gsipuertorico.com
GSI 2014Š
GSI BRAND GUIDELINES 2014
Terminology To achieve a better understanding of this manual are outlined below the most common definitions of terms used.
Brand Guidelines Set of rules that regulate the use and application of Corporate Identity Design and Image.
Corporate Image The perception that a particular person or a group have an entity. It is the mental image linked to a corporation and what it represent .
Logo or Brand The combination of the different elements of the visual identity company logo, symbol and color.
Corporate Identity The set of specific and personal characteristics of an entity, which creates a noticeable and memorable form itself and differentiate it from other entities. The term Corporate Identity, by which we understand their specific nature, involves everything a company represents: their products, their communication and their system.
Symbol or Anagram Graphic element symbolizing the company and helps improve its identification and distinction. Corporate typography Font used in a binding for writing texts related to Corporate Image. It looks to confer unity and harmony in all presentations.
Visual identity The visible part of the identity of a company. They are often used indiscriminately Corporate Identity and Visual Identity. However, the former is in excess of the second level.
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GSI 2014Š
GSI BRAND GUIDELINES 2014
Central Offices San Juan Condominio San Alberto Suite 721 605 Condado Avenue Santurce, Puerto Rico 00907 Phone: (787) 724-5494 Toll free: 1 (800) 720-7747 Fax: (787) 863-3221 info@gsipuertorico.com
Luis Muñoz Marín International Airport Phone: (787) 253-3200 Belen Serrano belen@gsipuertorico.com
El Conquistador Resort & Country Club Phone: (787) 863-6890 Gloria Cruz / Office Manager gloriac@gsipuertorico.com
samumojica.com
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GSI 2014©