V I S U A L S TA N D A R D S G U I D E
V I S U A L S TA N D A R D S G U I D E
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02 03
NEW VISIONS 08 The New Saturn 10
The New Logo
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Logo Anatomy
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Logo Component
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Logo Standardization and Clean Space
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Alternative Lockups
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Improper Usage
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Logo Sizing
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Minimum Sizes
VISUAL STYLE 34 36 37 38
Color Palette Primary Colors Secondary Colors Typography Standards
FUTURE EXPANSION 46 48 51 52 55 56
Saturn’s New Approach Saturn Collaborative Future Education Extensions Research Extensions Experiential Extensions Social Extensions
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New Visions
08 10 14 16 22 24 26 28 30
The New Saturn The New Logo Logo Anatomy Logo Component Logo Standardization and Clean Space Alternative Lockups Improper Usage Logo Sizing Minimum Sizes
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CH01 NEW VISIONS
THE NEW SATURN
The New Saturn The future Saturn will create a collaborative process for more people to engage with industry, to move between innovative solutions and across a range of disciplines. The new Saturn identity will be formed along with the expansion of the brand based on its initial concept. We will update the brand to more accurately reflect the values of future Saturn.
VISUAL STANDARDS GUIDE
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CH01 NEW VISIONS
THE NEW LOGO
The New Logo Saturn’s Logo is the combination of the Saturn symbol and the wordmark. The symbol represents our mission: to create a collaborative process for more people engagement with industry. The simplified symbol will be the significant visual elements to create the new Saturn system.
VISUAL STANDARDS GUIDE
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CH01 NEW VISIONS
LOGO ANATOMY
Logo Anatomy Our new logo is composed of both a symbolic and a word mark. The new logo is the combination of the circle, planet and letter S which is the concept behind the new brand expansion. The wordmark is customized and match the logo line's angle.
+ COLL ABORATION
+ SYMBOL
LE T TER S
VISUAL STANDARDS GUIDE
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CH01 NEW VISIONS
LOGO COMPONENT
Logo Component Our new logo is composed of both a symbolic and a word mark. The new logo has several different version that are best suited to specific sizes and mediums. The alternative logos stem from the logo itself and are slight variations to fit specific formats.
VISUAL STANDARDS GUIDE
Symbol
Wordmark
Logo
Wordmark
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CH01 NEW VISIONS
BLACK AND WHITE LOGO
Black and White Logo As the primary brand mark, the horizontal lock up is the hero lockup and should be used wherever possible. The logo should always be reproduced from the master artwork. It should never be altered, redrawn or manipulated in any way.
VISUAL STANDARDS GUIDE
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CH01 NEW VISIONS
COLOR LOGO
Color Logo As the primary brand mark, the horizontal lock up is the hero lockup and should be used wherever possible. Our logo is flexible enough to be used on black or white. The logo should always be reproduced from the master artwork. It should never be altered, redrawn or manipulated in any way.
VISUAL STANDARDS GUIDE
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CH01 NEW VISIONS
LOGO STANDARDIZATION AND CLEAN SPACE
Logo Standardization and Clean Space Proper placement and use of clear space protect the integrity of our logo. The Exclusion Zone ensures the legibility and impact of the Logo by isolating it from competing for visual elements such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance, in most cases, the Logo should be given even more room to breathe.
The “S” represents the high of the letter “S”
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1/2 S
VISUAL STANDARDS GUIDE
S
S S
1/2 S
S
3/4 S
S
1/2 S
S
1/2 S 1/2 S
S
1/2 S
1/2 S
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CH01 NEW VISIONS
ALTERNATIVE LOCKUPS
Alternative Lockups The new logo has several different version that are best suited to specific sizes and mediums. The alternative logos stem from the logo itself and are slight variations to fit specific formats. The first version uses both the symbol and the word mark. This version will be the dominant one and is ideal for larger deliverables. The second version is a vertical lockup with the symbol and the wordmark. This version is ideal for large formation, square formate and for products. The third version is a horizontal lockup with the symbol and the wordmark on its right. This version is ideal for both large and small formats, rectangular and horizontal format for web and mobile.
VISUAL STANDARDS GUIDE
1. Symbol
2. Vertical Lockup
3. Horizontal Lockup
4. Wordmark
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CH01 NEW VISIONS
IMPROPER USAGE
Improper Usage It is important that the appearance of the Logo remains
Reversed Colors
consistent. The Logo should not be misinterpreted, modified, or added, no attempt should be made to alter the Logo in any way. Its orientation, colour and composition should remain as indicated in this document, there are no exceptions. To illustrate this point, some of the more likely mistakes are shown on this page.
Text Misplacement
Photo Background
VISUAL STANDARDS GUIDE
Skew
Stretch
Drop Shadow
Outlined
Outline Strokes
Rotation
Color Not From Our Palette
Incorrect Typeface Combo
Bounding Box
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CH01 NEW VISIONS
LOGO SIZING
Logo Sizing There are minimum and maximum sizes the logo
>1m
should appear in according to the medium and the logos usage. The size chart shows the use of the signature and wordmark based on the size variations. Horizontal Lockup
Vertical Lockup
VISUAL STANDARDS GUIDE
5cm
1cm
Horizontal Lockup
Horizontal Lockup
Wordmark
0.8cm
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0.3cm
Wordmark
Wordmark
Minimum Sizes
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CH01 NEW VISIONS
MINIMUM SIZES
Digital
30mm / 1.18in
80px
VISUAL STANDARDS GUIDE
Minimum Sizes Establishing a minimum size ensures that the impact and legibility of the Logo is not compromised in an application. Due to the higher resolution available in print vs. that of screenbased media (300dpi vs. 72dpi respectively), we can reproduce the Logo at a fractionally smaller size in print without any graphics deterioration. Digital To ensure legibility and impact, the Saturn Logo should never be reproduced smaller than 80px in any digital communication. Print To ensure legibility and impact, the Saturn Logo should never be reproduced smaller than 30mm in any print communication.
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02
Visual Style 34 36 37 38
Color Palette Primary Colors Secondary Colors Typography Standards
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CH02 VISUAL STYLE
COLOR PALETTE
Color Palette The Saturn color palette consists of core and secondary colors. The consistent use of these colors will create recognition and strengthen the Saturn brand. Space dark blue, Gainsboro and Saturn green are unacceptable substitutes for these carefully selected colors. Please use colors as specified below for accuracy. Use RGB and HEX formulas for on-screen and digital use. CMYK color is for print applications. Please note that each color has been optimized for on-screen (RGB) or print reproduction. The specific RGB color formula and CMYK color formula are provided here and must be specified individually for each color. Do not use the automated color conversion tools in your software.
Space Dark Blue
Lightgray
Saturn Green
Golden Delight
Ultra White
Light Green
C Black
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CH02 VISUAL STYLE
COLOR PALETTE
Main Color Palette
Primary Colors
Space Dark Blue
Saturn Green
CMYK 100 85 45 50
CMYK 85 0 90 0
CMYK 15 15 15 0
RGB 5 30 60
RGB 0 165 85
RGB 210 210 210
Lightgray
HEX #07203e
HEX #00A353
HEX #D2D1CF
PANTONE 282U
PANTONE 354U
PANTONE COOL GRAY 2U
PANTONE 2767C
PANTONE 7482C
PANTONE 420C
VISUAL STANDARDS GUIDE
Extended Color Palette: Accent Colors
Secondary Colors
Golden Delight
Carbon Black
Light Green
Ultra White
CMYK 5 40 100 0
CMYK 100 100 100 100
CMYK 50 0 35 0
CMYK 0 0 0 0
RGB 240 170 20
RGB 0 0 0
RGB 135 205 185
RGB 255 255 255
HEX #F0A712
HEX #000000
HEX #87CEB7
HEX #FFFFFF
PANTONE 7405U
PANTONE BLACK
PANTONE 571U
PANTONE WHITE
PANTONE 7409C
PANTONE 337C
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CH02 VISUAL STYLE
TYPOGRAPHY STANDARDS
Introducing the Headline Typeface
Typography Standards Type plays an important role in Saturn's visual Identity Program. It must be used consistently along with other visual elements such as the symbol, logo, signature shape and publication formats to create and maintain the Saturn "look". Roboto has a dual nature. It has a mechanical skeleton and the forms are largely geometric. At the same time, the font features friendly and open curves. This makes for a more natural reading rhythm more commonly found in humanist and serif types.
Robot Bold Italic 30/20 Headlines
Roboto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+={}[]<>?/ 0123456789
VISUAL STANDARDS GUIDE
aA
Typeface for headers
Roboto 300pt
Bold Italic
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CH02 VISUAL STYLE
TYPOGRAPHY STANDARDS
Introducing the Headline Typeface
Typography Standards Type plays an important role in Saturn's visual Identity Program. It must be used consistently along with other visual elements such as the symbol, logo, signature shape and publication formats to create and maintain the Saturn "look". PT Sans is a type family of universal use. The design combines traditional conservative appearance with modern trends of humanistic sans serif and characterized by enhanced legibility. These features besides conventional use in business applications.
PT Sans Regular 8/12 Copy 16/60 Subhead
PT Sans ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@#$%^&*()_+={}[]<>?/ 0123456789
VISUAL STANDARDS GUIDE
aA
Typeface for Subhead and Body Copy
PT Sans 300pt
Regular
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CH02 VISUAL STYLE
Photography Style Photography plays an important role in Saturn’s visual Identity Program. It must be used consistently along with other visual elements such as the symbol, logo, signature shape and publication formats to create and maintain the Saturn “look”. Our photostyle is clean and high contrast photography vs. dramatic and close up textures. To express all the possible ways Saturn can create a collaborative process for more people engagement with industrial innovation.
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Future Expansion 46 48 51 52 55 56
Saturn's New Approach Saturn Collaborative Future Education Extensions Research Extensions Experiential Extensions Social Extensions
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CH03 FUTURE EXPANSION
SATURNâ&#x20AC;&#x2122;S NEW APPROACH
Saturn New Approach For community purposes, we engage the public in a more open and connected bidirectional dialogue about industry , to help communities understand and experience more effortlessly. To spread the power of science and technology to everyone, and we value the idea of openness and inclusion for everyone. For Scholastic purposes, we make the industry world more open and connected, to completely change the peopleâ&#x20AC;&#x2122;s experience of learning and promote the progress of science and technology.
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CH03 FUTURE EXPANSION
SATURN COLLABORATIVE FUTURE
Saturn Collaborative Future Industry
Community
Innovation
Learning
Collaboration
ED-06
RE-02 RE-04
RE-03 SE-02
ED-04 EX-04
ED-05
ED-01
ED-08
ED-03
EX-03
ED-07
EX-01
RE-01
EX-06
SE-01
ED-02 RE-05
EX-02
VISUAL STANDARDS GUIDE
Education
Research Labs
ED-01
Saturn Workshop
RE-01
Saturn Information Sharing Center
ED-02
Saturn GeekFest
RE-02
Saturn Manufacturing Innovation Lab
ED-03
Saturn Hub
RE-03
Saturn Materials Research Centers
ED-04
Saturn Online Course for Industrial Design
RE-04
Saturn Industrial Design Institute
ED-05
Saturn High School STEM Education Program
RE-05
Saturn Industrial Environmental Protection
ED-06
Saturn Academy Scholarship
ED-07
Saturn Kidâ&#x20AC;&#x2122;s Club
Experiential Center
Media & Public Relations
EX-01
Saturn Industrial Conference
SE-01
Saturn X Microsoft Show Room
EX-02
Saturn Innovation Exhibition
SE-02
Saturn X AutoDesk Lab
EX-03
Saturn Open Lab Day
SE-03
Saturn Media Center
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CH03 FUTURE EXPANSION
VISUAL STANDARDS GUIDE
Education ED-01
Saturn Workshop
ED-05
Saturn High School STEM Education Program
Saturn Industrial Workshop is typically a
Our program represents blended learning,
one-day meeting that brings together academic
a project-based experience that is accessible
and industrial researchers, practitioners
from any Web-enabled device. Students are
providing the opportunity for networking and
actively engaged in hands-on, minds-on
exchanging ideas.
activities through which they realize the application and relevance of their STEM
ED-02
Saturn GeekFest
education experience.
Saturn launches the technology program for the local community who interested in
ED-06
industrial design.
Saturn Academy Scholarship Saturn encourage young people to pursue industrial fields of study because
ED-03
Saturn Hub
we greatly value a broad range of perspectives
A learning opportunity for public to
and contributions.
learn the knowledge about science and technology. It pulls together scholars, students,
ED-07
Saturn Kidâ&#x20AC;&#x2122;s Club
thinkers, and tinkerers in the community to
Our club appeal to both boys and girls and we
share brain power and resources to develop
encourage everyone to try out the various areas
creative industry solutions.
of science, technology, engineering, art and mathematics. There is something for everyone,
ED-04
Saturn Online Course for Industrial Design Saturn Online Course is a distance learning options provide many opportunities for career advancement. The fully online self-paced study offers employed students the time flexibility needed to balance life and studies.
not just the more "technical" oriented kids.
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CH03 FUTURE EXPANSION
SATURN COLLABORATIVE FUTURE
Research Labs RE-01
Saturn Information Sharing Center
RE-04
Saturn Industrial Design Institute
Saturn Information Sharing Center is a good
Saturn Industry Design Institute focus on design
place to share the latest technology
innovators to expand the research frontiers of
information to help designers and developers.
industrial design. Discover our range of programs
Saturn Manufacturing Innovation Lab
solve real problems for real people.
featuring hands-on, interdisciplinary projects that RE-02
Our lab performs multi-disciplinary research that combines manufacturing with material
RE-05
Saturn Industrial Environmental Protection
science, thermal science, and computer science
Saturn Industrial Environmental Protection
for broad applications in industry.
Program to prevent pollution at early stages of the
Saturn Materials Research Centers
eliminate the use of materials of concern, promote
Saturn Materials Research Center support
recycling, meet or exceed regulatory requirements,
interdisciplinary and multidisciplinary
protect environmentally.
process and product development. To reduce or RE-03
materials research and education of the highest quality while addressing fundamental problems in science and engineering that are important to society.
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CH03 FUTURE EXPANSION
SATURN COLLABORATIVE FUTURE
VISUAL STANDARDS GUIDE
Experiential Center EX-01
Saturn Industrial Conference
ED-03
Saturn Open Lab Day
Industrial conferences will happen in every 6
This is a great event if you are thinking about
months to gather people in our community and
studying industrial career. There will be the
also invite innovate people outside to create a
chance to quiz academics about explore what
better connection.
they do with some hands-on demos. Guests may also visit our industrial Design Institute,
EX-02
Saturn Innovation Exhibition
the Saturn Information Sharing Center, and
Saturn Innovation Exhibition is the premier
the Materials Research Center.
regional event for professionals engaged in technology and Innovation. We bring together technology providers and seekers to explore technology and business collaboration opportunities through open innovation.
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CH03 FUTURE EXPANSION
SATURN COLLABORATIVE FUTURE
Media & Public Relations SE-01
Saturn X Microsoft Show Room In Saturn X Microsoft show room, you will
SE-02
SE-03
Saturn Media Center Saturn Media Center connect with public
experience the latest computer technologies
libraries, we provide more industrial design
and understand the relationship between
resource and manufacturing information.
technology and human beings in an easy-to-
Saturn Media Center has physical library and
understand way.
also online library that available for everyone.
Saturn X AutoDesk Lab Saturn X Autodesk Labs is home to innovative new technologies and collaborative development. Our mission is to involve you, the customer, in the progress of design technology solutions.
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CH03 FUTURE EXPANSION
SATURN COLLABORATIVE FUTURE
VISUAL STANDARDS GUIDE
The new universe of Saturn is one that is full of potential and possibilities, and we have already began to visualize some of these future prospects.
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The Next Phase The next phase takes place on our website where our prototype covered in our annexes will be described in full details. See the new universe of Saturn:
www.industrialcommunity.info
Sources Typeface PT Sans Family Roboto Bold Italic Photography flickr.com/photos/105345683@N04/ flickr.com/photos/sciencegallery flickr.com/photos/fitc Scott Webb Alexander Dummer Sebastien Gabriel Michael Carnevale Charles Deluvio Samuel Zeller unsplash.com pexels.com Visual Guideline Spotify Microsoft Uber Lenovo
Colophon This book is a non-commercial project for education purposes and is not intended to represent the Saturn Brand. All rights are reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, recording, photocopying or otherwise, without prior permission of Cindy Zheng.
Copyright Š 2017 Cindy Zheng
Design/ Cindy Zheng Course/ Nature of Identity Instructor/ Hunter Wimmer Academy of Art University