BRANDING
GUIDELINES
UPDATED: SEPTEMBER 2013
introduction Hello
1.1
WE ARE CRG
The CRG Brand Guidelines manual explains the proper logo usage and misusage for maintain a consistent and unified visual identity throughout all communication outlet. Please take time to review all the rules and regulations for proper production of any marketing collateral, packaging, clothing, merchandise, or modern media materials for CRG. This manual is meant to set fourth rules to abide by and not to hinder any creative development and approach. The brand allows flexibility in the choice of layout and content that is right for the particular communication. Any misuse of the brand may result with appropriate legal actions. CRG also reserves the right to withdraw permission for the use of our logo if usage is deemed inappropriate by CRG standards.
CRG Branding Guidelines
CRG Branding Guidelines
introduction Who is CRG?
1.2
INTRODUCTION TO BETTER WORKSPACE
In business since 1996, Contract Resource Group is a full-service commercial furniture dealer providing our clients: technical design, project management, in-house installation crew, asset management, refurbishment, modular interior construction, ergonomic consulting, and furniture maintenance services. Our team of experienced and knowledgeable installers, Project Managers and Customer Service Representatives are here to make your project a true success, regardless of the size or complexity. We will simplify the process so you will enjoy the experience, and with our partner, Allsteel, our contacts in the industry and our history of exceptional customer service, we will guarantee you’ll want to keep Contract Resource Group as your furniture dealer and service provider for life.
CRG Branding Guidelines
CRG Branding Guidelines
introduction Mission Statement
1.3
OUR ESSENCE
We, the members of CRG, are dedicated to creating long-term value for all of our stakeholders, to exceeding our customers’ expectations and to making our company a great place to work. We will always treat each other, our customers, our suppliers and our community, with fairness and respect. Our success depends upon business simplification, rapid continuous improvement and innovation in everything we do.
Tone of Voice
1.4
OUR LINGO
We believe that “the message” of all our marketing should be kept short, simple, and to the point: always look for the simplest way to say what you want. Our core values are Loyality, Depenability, Relability, Intergrety, Longegevity. We emphasize our branding structure to illustrate our core values to our clients, community, and to grow strong relationships with them.
CRG Branding Guidelines
CRG Branding Guidelines
identity Logo
2.1
OUR IDENTITY
The CRG logo is created from two typographic elements: The CRG identity set in Garamond The tagline “...Expect More� set in Swiss 721 All marketing material that appear with the CRG logo must follow all the basic corporate design requirements and restrictions. All marketing material must include the CRG logo at least once.
CRG Branding Guidelines
a. Logo b. Identity c. Tagline
CRG Branding Guidelines
identity Logo Clear Space
2.2
WE ALL NEED OUR PERSONAL SPACE
The CRG logo must be reproduced visibility with clear space (1/2 of the identity’s height) around it free with all other graphic and typographic elements with a clean background. To ensure the logo remains visible in print and web, always surround it with sufficent clear space.
Logo Sizes
2.3
VOLUME IN SCALE
When choosing the logo’s size, clear legibility is top priority. Next, take into consideration what application the logo is being used. Whether it be print media, web and mobile, or outdoor boards. Avoid going below 12/16 inch (0.75 inch) in width.
CRG Branding Guidelines
a. 1/2 of the identity’s height
Logo Clear Space
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Minimum Size 0
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CRG Branding Guidelines
identity Typography
2.4
CHOOSING OUR WORDS
Garamond is CRG’s primary typeface for it’s elegance, readability, and high end professional look. This gives it a wide range of applications. Use this typeface for branding and headlines. Swiss 721 is used in our tagline, for body copy, and in incidents that require small font sizes ( below 7pt ). It compliments Garamond because of its much higher readability when scaled to a small size. Arial is readily available on most operating systems. Where Swiss 721 is not available, Arial is an acceptiable replacement.
CRG Branding Guidelines
CRG Branding Guidelines
identity Typesetting
2.5
IT’S THE LITTLE THINGS THAT MATTER
Good typesetting is key to great presentation. Avoid leaving paragraphs with jagged rags on the side or widow at the very end. By kerning each line, the chances are high that a widow and rags will be removed. Justifying the paragraph is lazy typesetting that leaves unsightly rivers and deamed unacceptable. Stay between the range of -15 to 15 pt when kerning. Use a minimum of +4 for leading. Never have less than 5 words per line, or more than 15 words per line for body copy.
CRG Branding Guidelines
a. Widow or orphans b. Rags c. Justifying d. River or loose lines
CRG Branding Guidelines
identity Color Palette
2.6
REPRESENTING OUR COLORS
The official CRG colors are PMS 7648 C (Navy Blue) and PMS 424C (Grey), along with variations of their opacities. All web base color palette will be the specified based on an RGB or hexadecimal value of their Pantone equivalent.
CMYK - Percentage of Cyan, Magenta, Yellow, and Black. Pantone C - Use for printing on high grade coated paper. Pantone U - Use for printing uncoated paper or plastic, ceramics, textiles, etc. RGB - Red, Green, and Blue values. Used primary for web use.
CRG Branding Guidelines
CRG Branding Guidelines
identity Logo Usage
2.7
THE DO’S & DON’TS
There are only a few varents of CRG’s logo usage allowed. The “Don’ts” are operated around the rule of visual readability and cohesive corporate brand. This is not to restrict creative approach but the secure our brand identity. Examples of both “Do’s” and “Don’ts” are listed here.
CRG Branding Guidelines
The Do’s a. White on #233745 b. #7e7e7e on #233745 c. #7e7e7e on White d. Use only clear and clean photography
crg
CRG CRG j
The Don’ts e. Background with bad contrast f. Improper type case / substitutions g. Non-approved colors h. Stretched and/or Roated i. Dropshadow j. Cropping k. Only use Vector files
CRG Branding Guidelines
identity Graphic
2.8
OUR VISUAL LANGUAGE
The plus sign is an extension of our tagline “ . . . Expect More.“ Our graphic is treated with the same value as our logo, so it follows the same do’s and don’ts for Logo Usage from section 2.7. Additionally, only use white on #233745 when using the graphic to cover a large surface area.
CRG Branding Guidelines
The Do’s a. Option 1 gradient guideline b. Option 2 gradient guideline c. No grey Radial Gradient on white d. No #233745 Radial Gradient on white
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CRG Branding Guidelines
exposure Email Signatures
3.1
SIGNATURES IN USE
This section demonstrate how the CRG logo is formatted in an email signature. Garamond is readily available on Mac and Windows operating systems. Swiss 721 however is not. Arial is an acceptable typeface for the body copy and tagline. For iPad and iPhones, signatures do not offer much customization other then bolding and linking. Using the ios default typeface and color, simply your include all neccesary information. An example is provied here.
CRG Branding Guidelines
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CRG Branding Guidelines
exposure Stationery
3.2
BUSINESS COMMUNICATIONS
The CRG stationery systems is designed to remain clean and reflect the brand identity. Below, the business card is shown to scale. On the right depicts the letterhead and envelope system on a smaller scale.
CRG Branding Guidelines
a. Business card front b. Business card back c. Letter Head d. Postcard e. Envelope
CRG Branding Guidelines