BRANDING GUIDELINES
EXPECTING CONSISTENCY The purpose of this brand guide is to make sure the integrity of the identity of Contract Resource Group maintains a cohesive look out in the world. 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.
BRANDING GUIDELINES
(B) (A) (C)
BRANDING GUIDELINES
PRIMARY LOGO 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. (A) Logo (B) Identity (C) Tagline
BRANDING GUIDELINES
COLOR USAGE The color useage for CRG is fairly simple. The logo will appear mostly on a (A) grey on a white background, (B) white on a blue background, or (C) white on a image background.
(B)
(C) (A)
BRANDING GUIDELINES
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 sufficient clear space.
The smallest the logo should be is 0.75� wide
UNACCEPTABLE USAGE There are only a few variants of CRG’s logo usage allowed. Although the brand is flexible. Any other visual treatment to the logo that affect the readability and cohesive corporate brand is not allow. This is not to restrict creative approach but to secure our brand identity.
(A) Background with bad contrast (B) Improper type case / substitutions (C) Non-approved colors (D) Stretched and/or Roated (E) Dropshadow (F) Cropping (G) Only use vector files
BRANDING GUIDELINES
(A)
(B)
CRG
...Expect More
(D)
crg
(C)
...EXPECT MORE
(E)
(F)
CRG (G)
BRANDING GUIDELINES
Garamond PRIMARY
Aa 01
FOR DISPLAY & HEADLINGS
Swis721 BT
TYPOGRAPHY 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 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.
SECONDARY
Aa 01 FOR BODY COPY
Swis721 BT BOLD SECONDARY
Aa 01
FOR BODY COPY
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
MOOD BOARD The look and feel for CRG should inspire professionalism and productivity with an emphasis on feeling fresh and modern. We want to present corporate image as simple, easy to work with, and capable of increase corporate efficiency.
BRANDING GUIDELINES
GRAPHIC The plus sign is an extension of our tagline “ . . . Expect More“ while also giving the visual representation of space and an office open plan. 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. Additionally, only use white on HEX #233745 when using the graphic to cover a large surface area.
Opacity %
20 100
40 90
BRANDING GUIDELINES
100
90
70
50
20
5
100
90
70
50
20
5
RADIAL GRADIENTS INCREMENTS
PANTONE CMYK
86 68 51 47
RGB
35 55 69
HEX
#233745
PANTONE
PMS 424 C
CMYK
54 44 44 8
RGB
126 126 126
HEX
#7E7E7E
PANTONE CMYK
BRANDING GUIDELINES
PMS 7546 C
WHITE 0 0 0 0
RGB
255 255 255
HEX
#FFFFFF
COLOR PALETTE 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.
STATIONERY The CRG stationery is a primary means of communication and and representation of our brand out in the corporate world. It is essential that every application be a consistent reflection of our corporate identity. (A) Business card (B) Letter Head (C) Postcard (D) Envelope
BRANDING GUIDELINES
(C)
(A)
(B)
(D)
BRANDING GUIDELINES
Style Loyalty Reliability Consistency Integrity
FINAL COMMENTS Thank you for taking the time to review this style and brand guide for CRG. The branding guide is built to be flexible as long as you stay in the guidance to fit your marketing needs. If there is anything not answered in this guide, please contact branding@crg.com.
Longevity Value Simplicity Design
BRANDING GUIDELINES