JTN TECHNICAL SERVICES
Visual Assets Guidelines
WHAT IS A BRAND IDENTITY? A brand identity represents the values, services, ideas and personality of an organisation. It is designed to increase recognition and build perceptions of the organisation in its chosen marketplace. This brand identity needs to be graphically represented and usually includes elements such as logos and supporting graphics, colour palette, typography, illustration and photography choices and can, within its guidelines, use examples to visualise how a brand should be depicted across various different visual media.
WHY USE THIS GUIDELINES? JTN Technical Services needs to manage how its brand is represented across all visual media in various different situations. The corporate identity system in this document has been created to fulfill this purpose and the guidelines here explain how to correctly depict and embody our brand ethos consistently across different applications and in various markets to maintain the integrity of JTN Technical Services.
VERSION 03 MARCH 2017
Contents 09
Logo 12 13 14 15 16 19
39 The Logo Tagline Construction & Clearspace Minimum Logo Sign Correct Logo Application Incorrect Logo Application
Pattern 42 44
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Iconography & Illustration 49 51
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Fonts Typographic Hierarchy
Colour System 29 30 31
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Responsive Iconography Illustration
Typography 23 25
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Pattern Series 1 Pattern Series 2
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Grid System 55 56 58
Grid System Examples Vertical Grid System Horizontal Grid System
Core Colours Supporting Colours Accreditation Colours
Images & Blending Mode 35 36 37
Coloured Images Black & White Images Blending Mode
This is a guide to the basic elements that make up our brand.
SECTION 01
SECTION 01
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The Logo Tagline Construction & Clearspace Minimum Logo Sign Correct Logo Application Incorrect Logo Application
VISUAL ASSETS GUIDELINES
Logo
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VISUAL ASSETS GUIDELINES
SECTION 01
SECTION 01
Logo
The Logo JTN Technical Services corporate logo comprises two elements: the logo symbol and the logo type. The logo symbol represents a folded flat view of the letters J, T and N. The type has been carefully chosen for its modern and yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The corporate logo is presented through the use of colour as well a shape and form. The two corporate colours are Navy Blue and Yellow. It is a fresh and appealing blend of colours chosen for their strong combination. The colours has been selected according to international standards, as shown below, and are easily implemented.
Full Logo
VISUAL ASSETS GUIDELINES
Symbol Logo
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Tagline
SECTION 01
Logo
JTN Technical Services tagline is descriptive. It is meant to translate as a marketing statement. The tagline should be applied in marketing publication/ communication.
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VISUAL ASSETS GUIDELINES
The original form of the logo should be used mainly in official documentation.
SECTION 01
Logo
Construction & Clearspace It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark of the symbol itself and our company name — they have a fixed relationship that should never be changed in any way.
CONSTRUCTION
CLEARSPACE Whenever you use the logo, it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.
VISUAL ASSETS GUIDELINES 14
SECTION 01
Logo
Minimum Logo Sign
6mm
Full and Symbol logo must not be reproduced at a size smaller than 6mm in height.
Size
Minimum Size (Height)
6mm
A4 (210mm x 297mm)
9mm
A3 (297mm x 420mm)
16mm
A2 (420mm x 594mm)
23mm
A1 (594mm x 841mm)
30mm
A0 (841mm x 1189mm)
37mm
15
A5 (148mm x 210mm)
VISUAL ASSETS GUIDELINES
Full & Symbol Logo
SECTION 01
Logo
Correct Logo Application COLOURED BACKGROUND
VISUAL ASSETS GUIDELINES 16
Correct Logo Application
SECTION 01
Logo
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VISUAL ASSETS GUIDELINES
BLACK & WHITE BACKGROUND
SECTION 01
Logo
Correct Logo Application
LINE-ART LOGO
PLEASE NOTE This version should be only used for: •
Black & White Publications
•
Photocopied Materials
VISUAL ASSETS GUIDELINES 18
Incorrect Logo Application
SECTION 01
Logo
There is a right way and a wrong way to present the logo. Below are the basic rules:
Never change the propotions of the logo vertically or horizontally
Do not rotate the logo
If it’s unavoidable to sit the logo on a colour or a photo, use the negative logo
Do not use the negative logo on backgrounds that are too light or cluttered
Use of any stylised, animated, hand drawn or other versions of an unofficial logo is not permitted. This undermines the logo system and brand consistency. Please consult with JTN Technical Services Branding Manager if you have any questions or need further help.
19
PLEASE NOTE
VISUAL ASSETS GUIDELINES
Do not add embellishments like dropshadows, embossings etc. to the logo
SECTION 02
SECTION 02
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Fonts Typographic Hierarchy
VISUAL ASSETS GUIDELINES
Typography
SECTION 02
Typography
Fonts Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all of JTN Technical Services communications. We have selected Geometria and Open Sans, which helps inject energy and enthusiasm into the entire JTN Technical Services communications, as the primary and secondary corporate typefaces.
PRIMARY FONT
Geometria A
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Designer Brownfox
About the Font Geometria stands out in the crowd of similar fonts thanks to its complicated nature. It combines dynamic elements with a certain degree of stability. A slightly higher waistline of the capitals contributes to their distinctive appearance. If the upper case refers to the American grotesques of the 19th century, the lower case tends toward the forms of the Renaissance in its proportions. Geometria is a typeface of clean shapes that is well-suited for continuous reading, and it sets remarkably well. At the same time, it can be friendly, even flirtatious. Its distinct personality combines seeming opposites. At times it may appear serious, at times playful. On occasion, it may be deliberate, other times dynamic. It could seem rigid, then elegant. It is a typeface that could be perceived either as cutting-edge, or as nostalgic. A careful and discerning typographer will bring out and emphasize those aspects of its multifaceted personality that are needed to solve the problem at hand.
23 VISUAL ASSETS GUIDELINES
Bold
SECTION 02
Typography
Fonts
SECONDARY FONT
Open Sans Designer Steve Matteson
Bold
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Regular
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About the Font Open Sans is a humanist sans serif typeface designed by Steve Matteson, Type Director of Ascender Corp. This version contains the complete 897 character set, which includes the standard ISO Latin 1, Latin CE, Greek and Cyrillic character sets. Open Sans was designed with an upright stress, open forms and a neutral, yet friendly appearance. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms.
VISUAL ASSETS GUIDELINES 24
Typographic Hierarchy
SECTION 02
Typography
Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy per se in an overall design project. Typographic hierarchy presents lettering so that the most important words are displayed with the most impact so users can scan text for key information. Typographic hierarchy creates contrast between elements. There are a variety of ways you can create a sense of hierarchy. Here are some of the most common techniques for JTN Technical Services layouts.
Caption Text
JTN Technical Services
Copy Text
JTN Technical Services Open Sans, Regular 8pt Type/ 12pt Leading
Headlines Copy Text
HEADLINES AND TYPOBREAKS
Open Sans, Regular 6pt Type/ 10pt Leading
JTN TECHNICAL SERVICES Geometria, Bold, All-caps 11pt Type/ 16pt Leading
Sublines Sections
JTN Technical Services
Big Headlines and Title
JTN Technical Services
Geometria, Bold 14pt Type/ 18pt Leading
Geometria, Bold 20pt Type/ 28pt Leading
Sequencer and Title for Marketing
JTN Tech. Services Geometria, Bold 36pt Type/ 40pt Leading
25 VISUAL ASSETS GUIDELINES
CONTEXT TEXT AND INNER HEADLINES
SECTION 03
SECTION 03
Core Colours Supporting Colours Accreditation Colours
27 VISUAL ASSETS GUIDELINES
Colour System
SECTION 03
Colours
Core Colours Colour plays an important role in the companys identity. The colours below are recommendations for various media. A palette of core colour has been developed which comprise the “one voice� colour scheme. Consistent use of these colours will contribute to the cohesive and harmonious look of the brand identity across all relevant media. Please check with the designer or printer when using the corporate colours that they will be consistent.
JTN NAVY BLUE
JTN YELLOW
80%
60%
100%
40%
20%
80%
60%
40%
Pantone
276
Pantone
130
CMYK
100, 100, 0, 58
CMYK
0, 30, 100, 0
RGB
14, 0, 78
RGB
253, 184, 19
Hex #
0E004E
Hex #
FDB813
20%
29 VISUAL ASSETS GUIDELINES
100%
SECTION 03
Colour
Supporting Colours JTN NAVY BLUE ALTERNATIVES
100%
80%
60%
40%
100%
20%
80%
60%
40%
100%
20%
80%
60%
40%
Pantone
273
Pantone
274
Pantone
275
CMYK
0, 96, 0, 8
CMYK
100, 100, 0, 28
CMYK
98, 100, 0, 43
RGB
38, 49, 138
RGB
33, 30, 114
RGB
29, 17, 96
Hex #
26318A
Hex #
211E72
Hex #
1D1160
20%
JTN YELLOW ALTERNATIVES
100%
80%
60%
40%
100%
20%
80%
60%
40%
100%
20%
80%
60%
40%
Pantone
1385
Pantone
138
Pantone
123
CMYK
0, 44, 100, 7
CMYK
0, 42, 100, 1
CMYK
0, 24, 94, 0
RGB
231, 148, 25
RGB
245, 159, 26
RGB
254, 195, 37
Hex #
E79419
Hex #
F59F1A
Hex #
FEC325
20%
VISUAL ASSETS GUIDELINES 30
SECTION 03
Colour
Accreditation Colours LEEA/ API
80%
60%
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100%
20%
80%
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100%
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40%
Pantone
3255
Pantone
1797
Pantone
286
CMYK
49, 0, 28, 0
CMYK
5, 99, 98, 0
CMYK
100, 66, 0, 2
RGB
126, 204, 194
RGB
226, 26, 35
RGB
0, 92, 169
Hex #
7ECCC2
Hex #
E21A23
Hex #
005CA9
20%
VISUAL ASSETS GUIDELINES
100%
NEBOSH
31
OPITO
SECTION 04
SECTION 04
Coloured Images Black & White Images Blending Mode
33 VISUAL ASSETS GUIDELINES
Images & Blending Mode
Coloured Images
SECTION 04
Images & Blending Mode
Corporate images are responsible for transferring the values of JTN Technical Services to our customers. It is a composite psychological impression that continually changes with the company’s circumstances, media coverage, performance, pronouncements, etc. JTN Technical Services use various corporate advertising techniques to enhance their public image in order to improve their desirability as a supplier, employer, customer, partner, etc.
•
High Contrast
•
Sharp Images
•
Minimalistic Look
•
Modern
35 VISUAL ASSETS GUIDELINES
Requirements
SECTION 04
Images & Blending Mode
Black & White Images
Requirements •
Black and white
•
High Contrast
•
Sharp Images
•
Minimalistic Look
•
Modern
VISUAL ASSETS GUIDELINES 36
SECTION 04
Images & Blending Mode
Blending Mode Image effects and blending modes raise the concision and the recognizability of a brand. Also they are able to divide content and other graphical elements that are used in layouts.
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120° Diagonal
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Screen Mode
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Pantone 273 to Black
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Effect to be applied on a black and white image
37 VISUAL ASSETS GUIDELINES
Gradient
SECTION 05
SECTION 05
Pattern Series 1 Pattern Series 2
39 VISUAL ASSETS GUIDELINES
Pattern
Pattern Series
SECTION 05
Pattern
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VISUAL ASSETS GUIDELINES
A series of pattern has been created for background use in publications. These patterns are designed to add texture and flair.
Pattern Series 1
SECTION 05
Pattern
VISUAL ASSETS GUIDELINES 42
43 VISUAL ASSETS GUIDELINES
SECTION 05
Pattern Series 2
SECTION 05
Pattern
VISUAL ASSETS GUIDELINES 44
SECTION 05
•
Laid out in transparency mode (<50%).
•
Adjust the transperency to make sure the pattern doesn’t clash with the documents content
•
Use it in either the combination of JTN Navy Blue and its supporting colours, or the combination of JTN Yellow and its supporting colours.
45 VISUAL ASSETS GUIDELINES
Usage
SECTION 06
SECTION 06
Responsive Iconography Illustrations
47 VISUAL ASSETS GUIDELINES
Iconography & Illustration
Responsive Iconography
SECTION 06
Iconography & Illustration
An icon is a pictogram displayed on a screen or print layout in order to help the user navigate through the content in a easier way. The icon itself is a small picture or symbol serving a quick â&#x20AC;&#x153;intuitiveâ&#x20AC;? representation of the content. When creating an icon, always consider the final size they will be displayed at. Make sure the icons will hold up at smaller size, and at the same time looks good as an illustration when it is resized at a larger scale.
49 VISUAL ASSETS GUIDELINES
Minimum stroke size: 3pt
SECTION 05
Iconography & Illustration
Responsive Iconography
VISUAL ASSETS GUIDELINES 50
SECTION 06 VISUAL ASSETS GUIDELINES
Illustration
51
Iconography & Illustration
SECTION 05
Iconography & Illustration
Illustration
VISUAL ASSETS GUIDELINES 52
SECTION 07
SECTION 07
Grid System Examples Vertical Grid System Horizontal Grid System
53 VISUAL ASSETS GUIDELINES
Layout
Layout Structure
SECTION 07
Grid System
In graphic design, a grid is a structure made up of a series of intersecting straight (vertical, horizontal, and angular) or curved guide lines used to structure content. The grid serves as an armature on which a designer can organize graphic elements (images, glyphs, paragraphs) in a rational, east to absorb manner. A grid can be used to organize graphic elements in relation to a page, to other graphic elements on the page, or relation to other parts of the same graphic element or shape.
GRID SYSTEM EXAMPLES
Horizontal Grid
55 VISUAL ASSETS GUIDELINES
Vertical Grid
SECTION 07
Grid System
Vertical Grid System
VERTICAL GRID SYSTEM EXAMPLES
OVERVIEW
OPITO Competence Assessor Course Code — OPI 001
AIMS & OBJECTIVES Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris at tempor erat, sit amet egestas mauris. Etiam pellentesque egestas nibh quis congue. Nunc non convallis magna. Donec accumsan ligula a lectus rhoncus, vel lacinia ante pulvinar. Proin non urna nec nunc tempus dignissim tempor id elit. Etiam porttitor tortor non eleifend laoreet. Nulla ac venenatis purus. Morbi rhoncus varius ipsum, vel suscipit tortor pellentesque et. Vestibulum sed porttitor lectus.
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DURATION
PARTICIPANTS
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We’ll help you to achieve your goals. Get things done right, and safe at jtntechnicalservices.com
VISUAL ASSETS GUIDELINES 56
We’re here to support you. Get things done right, and safe at jtntechnicalservices.com
SECTION 07 JTN-POL-002 JTN TECHNICAL SERVICES SDN BHD Head Office: Lot 1780, Block 17, Eastwood Insdustrial Estate, Jalan Miri Bypass, Miri 98000, Sarawak, Malaysia Tel: +60 85 420040
Email: contact@jtntechnicalservices.com
Website: jtntechnicalservices.com
11 January 2016
Quality Assurance Policy —
Lorem ipsum Dolor sit amet Consectetur adipiscing elit Nunc malesuada urna in hendrerit tempor Dear Lorem, PRAESENT IN SEM ET MASSA ELEMENTUM MAXIMUS. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc malesuada, urna in hendrerit tempor, mi nisl mattis leo, sit amet condimentum quam nisi at orci. Duis et ultrices turpis. In non enim fringilla, convallis diam ac, blandit tellus. Praesent in sem et massa elementum maximus. Vestibulum elementum hendrerit eros, at blandit velit dapibus euismod. Duis eu est arcu. Vivamus in fringilla enim, in hendrerit dolor. Aliquam elementum magna nec ullamcorper lacinia. Phasellus at pharetra risus. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Aenean malesuada lorem in blandit finibus. Aliquam erat volutpat. Phasellus sed ligula ac lectus scelerisque eleifend. Phasellus tempor tellus porttitor, dapibus ipsum in, suscipit nisi. In a est accumsan, eleifend nisi ut, interdum lacus. Suspendisse in tempus est, vitae laoreet velit. Vestibulum vehicula commodo suscipit. In hac habitasse platea dictumst. Curabitur hendrerit massa nibh, sed pulvinar massa tristique ut. Ut magna felis, fringilla quis lobortis eu, posuere quis quam. Proin vestibulum venenatis enim at feugiat. Quisque blandit ipsum a lectus congue imperdiet. Etiam rhoncus commodo nibh a scelerisque. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Duis non pretium sem. Morbi tempus ligula a convallis posuere. Mauris sed gravida neque, vitae pellentesque urna. Etiam lobortis tempus lacus eu aliquet. Vestibulum dignissim vulputate lectus, et aliquet nunc congue mollis. Duis augue sapien, tincidunt eget orci convallis, congue volutpat neque. Pellentesque imperdiet sapien ut sem cursus suscipit quis vel sapien. Ut pellentesque sagittis leo in tincidunt. Suspendisse tincidunt semper mi eu feugiat. Suspendisse mi ipsum, condimentum a odio a, facilisis ultrices massa. Phasellus ac nisi turpis. Donec aliquet odio sit amet nisl volutpat vulputate. Nullam eros dolor, malesuada et vulputate nec, egestas ac dolor. Aenean id arcu venenatis, aliquam sapien vitae, posuere ipsum. Praesent et orci dictum, faucibus turpis rutrum, viverra quam. Donec tristique vel elit at lacinia. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.
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Yours sincerely,
Maia C. Marketing Manager T — +60 85 420 040 E — contact@jtntechnicalservices.com
Neville Thomas General Manager
Rev. 1 Effective Date: 29 September, 2014
Company No: 757381-A Lot 1780, Block 17, Eastwood Industrial Estate, Jalan Miri By-pass, Miri 98000, Sarawak, Malaysia Tel: +60 85 420 04 Assuring Competence
57 VISUAL ASSETS GUIDELINES
JTN Technical Services
SECTION 07
Grid System
Horizontal Grid System HORIZONTAL GRID SYSTEM EXAMPLES
Materials Handling Courses September Schedule Labuan Malaysia API LOOSE LIFTING EQUIPMENT INSPECTION Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris at tempor erat, sit amet egestas mauris. Etiam pellentesque egestas nibh quis congue. Nunc non convallis magna. Donec accumsan ligula a lectus rhoncus, vel lacinia ante pulvinar. Proin non urna nec nunc tempus dignissim tempor id elit. Etiam porttitor tortor non eleifend laoreet. Nulla ac venenatis purus. Morbi rhoncus varius ipsum, vel suscipit tortor pellentesque et.
VISUAL ASSETS GUIDELINES 58
API LOOSE LIFTING EQUIPMENT INSPECTION Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris at tempor erat, sit amet egestas mauris. Etiam pellentesque egestas nibh quis congue. Nunc non convallis magna. Donec accumsan ligula a lectus rhoncus, vel lacinia ante pulvinar. Proin non urna nec nunc tempus dignissim tempor id elit. Etiam porttitor tortor non eleifend laoreet. Nulla ac venenatis purus. Morbi rhoncus varius ipsum, vel suscipit tortor pellentesque et.
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc malesuada, urna in hendrerit tempor, mi nisl mattis leo, sit amet condimentum quam nisi at orci. Duis et ultrices turpis. In non enim fringilla, convallis diam ac, blandit tellus. Praesent in sem et massa elementum maximus. Vestibulum elementum hendrerit eros, at blandit velit dapibus euismod. Duis eu est arcu. Vivamus in fringilla enim, in hendrerit dolor.
SECTION 07 Weâ&#x20AC;&#x2122;re here to assure your competency
See how we can help you at jtn.me
JTN TECHNICAL SERVICES SDN BHD Head Office: Lot 1780, Block 17, Eastwood Insdustrial Estate, Jalan Miri Bypass, Miri 98000, Sarawak, Malaysia Tel: +60 85 420040
Email: contact@jtntechnicalservices.com
59 VISUAL ASSETS GUIDELINES
Please do not bend
For logo, artwork, template, questions or assistance with the Company Identity, contact Wirdy Hamidy at wirdy.hamidy@jtntechnicalservices.com