basic elements - brandgatemy.brandgate.no/stiga/themes/stiga/images/stigaidmanual.pdf ·...

Basic elementsPreliminary identity manual // Mar 2011

The core of our new

look and feel

Section 1 // Section 2 // Basic elements

1.0 LOGOS 1.01 Stiga – main logo

1.02 Stiga – logo banners

1.03 Stiga – outlined logo

1.04 Stiga – embossed logo

1.05 Stiga – freestanding logotype

2.0 Graphic eLementS 2.01 Colour palette

2.02 Balance of colour

2.03 Typography

2.04 Pictorial language

2.05 Pictorial groups

3.0 BrOchUreS 3.01 Brochure – standard formats

3.02 Brochure – front cover built up

3.03 Brochure – back cover built up

3.04 Brochure – cover examples

4.0 DeaLer aDS 4.01 Dealer ads – standard formats

4.02 Dealer ads – product and price configuration

4.03 Dealer ads – placement of plain product images

4.04 Dealer ads – template examples

Coming soon!

At the moment we are working

on our new online Brand centre.

The Brandcentre will continously

be updated with guidelines and

templates as soon as they are

finalized and approved.Welcome to our new BrandGate

Dedication (passion) We are focused grass experts affect the way we communicate humanizing and popularized

User and function driven innovation driven by end user User communication emphasis on function and simplicity

Made in Sweden Swedish roots Use Scandinavian design’s established basic foundations

The basic values that we want integrated in

Stiga’s look & feel

Less is more

Less is more

PhoTo exPression

Added focus on product

Added focus on user interation

Added focus on function

Dedication tograss and lawn moving

ACTive use of moTives wiThouT BACkgrounD

The hero images form the foundation of Stiga’s new imagery. These are images where the background environment of the scene is removed to achieve maximum focus on product functionality and user interaction.

CoLour exPression

Adding white to increase colour field focus

Clean and freshexpression

more stand out branding colour

highlighting nordic values– Purity, simplicity and naturalness

ACTive use of whiTe in BoTh PiCTures AnD grAPhiCs

White will be significantly used around the rendering of the yellow colour, so that the yellow colour appears as a focused colour field in both images and graphics. This way Stiga Yellow appears more distinct on all Stiga communication surfaces.

sTronger BrAnDingACTive use of The freesTAnDing LogoTyPe

Big and proud! Our freestanding logotype will be used actively in Stiga’s communication surfaces. This helps to strengthen the branding footprint in that the logo is being used in a more varied and flexible way.

saluting ourbrand

flexible useand placement

highervisibility

signals a strongand proud brand

Genuine articulated steeringAccessories for year around use

Med RAC kan du nemt skifte tilbehør – uden brug af værktøj!Lige til at klikke af og på. RAC quickbeslaget er standardpå alle Park og tilbehør til alle Villa.

One machine - more featuresMulticlip, capture, or side discharge

One of the world’s first four-wheel drive garden tractors is calledEstate Overland and comes from Stiga. It lets you run with a perfect grip on rough terrain - even when the grass is wet and slippery.

Section 1 // Basic elements

1.01 Stiga – main logo

Logo – unframedOur new main logo is designed with no white border.

The colour yellow is Stiga’s most associated trademark. The Stiga logo should therefore preferably be used on a yellow background. White background can be used for practical reasons; letterheads, envelopes, etc.

Note!Always use the original logo files for production - avoid copying from old documents so that we avoid use of the old logo.

Download our new logo at Stiga Media Database:mediadatabas.text-bild-motala.se/stiga/Standard/

PRINT:stiga_main_logo.epsSCREEN:stiga_main_logo.png

1.02 Stiga – logo banners

Three standardized layouts are published for the location of the sender logo on all our graphic publications.

Standard logo banners

Back cover logo banner

Logo banner for ads

Front cover logo banner

1.03 Stiga – additional logos

Logo – with contourIt is allowed to place the logo on the black product surfaces.

This logo version is defined by a white contour line to highlight the logo’s outer shape.

PRINT:stiga_outline_logo.epsSCREEN:stiga_outline_logo.png


Logo – embossed versionA special version of the logo is made to be used for (solid product) casting and embossing of the logo on various products and materials such as plastic and metal.

PRINT:stiga_emboss_logo.epsSCREEN:Not available


Freestanding logotypeA freestanding logotype is developed to be used actively in Stiga’s communication surfaces.The purpose is to ensure a stronger branding impression in all contexts, while also saluting our brand.

The freestanding logotype is not a full-fledged author and logotype should always be in close conjunction with the main logo.

PRINT:stiga_freestanding_logotype.epsSCREEN:stiga_freestanding_logotype.png

2.01 Colour palette

Stiga is undisputed yellow. It is a conscious choice that there are no other colours in the palette.

By active and consistent use of the colour yellow, the impression of Stiga as the “yellow branded” product in the market is strengthened.

When the yellow colour is used on large surfaces, it is produced a yellow grading to bring life and dynamism to the colour. The grading can be used on all surfaces with yellow where the Stiga logo is not represented.

The grading should only be oriented vertically with the bright part turned up.

The accent colours Dark Gray and Light Gray is to be used to a limited extent, and mainly used in product logos and symbols.

Pantone: 123CMYK: 0/24/94/0RGB: 253/198/0 (HTML: fdc600)RAL: 1028

CMYK: 0/0/0/100RGB: 0/0/0 (HTML: B7B1A9)

The gradient should only be oriented vertically, as shown above

Pantone: 432 CCMYK: 23/2/0/77RGB: 76/87/95 (HTML: 4c575f)

Pantone: 423 CCMYK: 0/0/0/44RGB: 169/170/172 (HTML: a9aaac)

CMYK: 0/16/94/0RGB: 253/213/0 (HTML: fdd500)

Brand colour

Accent colours

BLACk

STIGA YELLOW GRAdIENTSTIGA YELLOW

dARk GRAY LIGhT GRAY

Restricted use

To be used only inStiga Yellow Gradient.

SPECIAL STIGA YELLOW

2.02 Balance of colour

The use of the colour white is significant for Stiga’s visual expression.

White is neutral and bright and the pure provides as a contemporary and dynamic impression. The bright and pure expression also contributes to an increased focus on highlighting both product and the yellow brand colour.

Green is also regarded as an important colour, but this should be expressed through pictures.

The illustration indicates the colour balance we are striving for in the overall visual appearance.

LUCIDA SANS ITALICLUCIDA SANS DEMIBOLD ITALIC

ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdefghijklmnopqrstuvwxyzæøå1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅabcdefghijklmnopqrstuvwxyzæøå1234567890

2.03 Typography

Endurance ProIt is important to use the corporate typefaces correctly and consistently in order to aximise the presence of the Stiga brand.

Endurance Pro shall be used in all forms of communication.

Endurance Pro can be purchased at: myfonts.com

Lucida SansWhen circumstances restrict the use of Endurance Pro, for example on internal electronic formatted documents, the typeface Lucida Sans should be used.

ENDURANCE PRO LIGHTenDUrance prO reGULarENDURANCE PRO BOLDENDURANCE PRO BLACK

ENDURANCE PRO LIGHT ITALICENdURANCE PRO REGULAR ITALICenDurAnCe Pro BoLD iTALiCENDURANCE PRO BLACK ITALIC

LUCIDA SANS REGULARLUCIDA SANS DEMIBOLD ROMAN

2.04 Pictorial language

Stiga’s image bank is divided into four groups of images.

The hero images form the foundation of Stiga’s imagery. These are images where the background environment of the scene is removed to achieve an increased focus on the product functionality and user interaction.

Picture style complements a function as unique visual expression, while referring to the dedication to the grass and lawn mowers.

The other three image groups contribute as supplementary and complementary images in communication.

hero image

Products in enviroment image Close-up of technical details image Plain product image

2.05 Pictorial groups

hero imageStiga’s overall picture style should also be used on all front pages of publications and otherwise be the key element expression on all other communication surfaces.

Products in environment imageThese images will complement the use situations and functions that the core functions images do not cover.

Close-up of technical details imageAdditional detail images are to focus on technical and design details. Close up images are both studio photos and pictures taken outside in the environment.

Plain product imageProduct images for presentation of the different models.

Pocket Facts 2011

Garden Range2011Summer catalogue

Summer Catalogue

3.01 Brochure standard formats

Four standards standings are prepared for Stiga brochure material.

The brochure cover for these formats is designed as pre-programmed template-documents, where only text and image should be edited. It is recommended to use these template documents as start-up document for the preparation of new brochures.

On the following pages, we define the principles for how the brochure cover is designed. These principles can be used to design also other landscape or standing formats.

Download templates at Stiga Media Database:mediadatabas.text-bild-motala.se/stiga/Standard/

Standard formats

A4 (210 mm x 297 mm)

A5 ( 148 mm x 210 mm) Folder (99 mm x 210 mm) Pocket (105 mm x 165 mm)

GGP Countrypostal text line 1postal text line 2postal text line 3www.stiga.com

dealer:

logo banner

Hero image

Communication field

Freestanding logotype

Communication field



Logo bannerStiga’s publications should always have a logo banner placed in the format’s lower edge. Logo size and the corresponding yellow bottom field are determined by a stair system based on the page format’s width.

The logo shall be centered in the format’s width and be placed one height of the logo from the format’s lower edge.

Yellow field under the logo shall be three times the logo height.

The logo scaling system is flexible up to 300 mm wide. For larger formats, a chapter for “Display” is under construction and to be added later.

Note:For the preparation of the landscape formats, the logo size is determined by the format’s height.

from 61 mm to 90 mm = logo width 25 mm


from 126 mm to 175 mm = logo width 37,5 mm



A4: 210 mm = logo width 42 mm


Width format:

Example

For landscape formats, the logo size is calculated according to the format’s height.



Freestanding logotype shall be placed with 1:10 of the format’s width as the left and right margin and 1:10 of the format’s height as the top margin.

The communication field corresponds to the height of the freestanding logotype.

Endurance Pro Bold 25 pt is selected as standard font in the communication field. Text should be centered and shall not exceed 2 lines. The point size can, however, be adjusted down by space considerations. On larger formats it is allowed to use plain product images combined with text.

NoteOn landscape format text may be placed in the communication field more freely, and customized so that it does not conflict with the hero image.

1:10 1:108:10

1:10

communication field

Basic elementsPreliminary identity manual // des 2010

Two lines of text

The text box size should be 2:10 of the communication field’s total height.The text box should be placed on the Align Center (see fig.)

One line of text only


One line / Endurance Pro Bold 25 pt

Communication field


The communication field uses Endurance Pro Bold in 25 pt as default.

On the main format; A4 it can be used plain product pictures in combination with a line of text.

The product images, together with the hero image, shall provide a clear understanding of what the brochure contains. Use a maximum of five plain product pictures.


First line of text / 25 ptSecond line of text / spacing 27 pt


7:10

3:10

One line / Endurance Pro Bold 25 pt8:10

2:10

First line of text / 25 ptSecond line of text / spacing 27 pt

8:10

2:10

distribution of the communication field Previews

Plain product pictures combined with one line of text


3.03 Brochure – back cover built up

Back cover setup uses the same logo as the banner front page. The logo will be positioned a half logo width from left format edge.

The number of lines in the postal information adapted from the top.The text box on the left side must be aligned with the letter S in the logo.

Dealer frame corresponds 2 times the height of logo banner. Left and right margins equal the half width of logo.

GGP Countrypostal text line 1postal text line 2postal text line 3www.stiga.com

dealer:d

1x

1x

1x

endurance pro regular italictext: 12 pkt

Stroke: 0,5 pkt

endurance pro Bold/regulartext: 8 pkt Space: 9,5 pkt

GGP Countrypostal text line 1postal text line 2postal text line 3postal text line 4postal text line 5www.stiga.com

dealer:

Back Cover layout:

Number of lines in the postal information adapted from the top.

Snow ThrowersSpare Parts & Accessories

Garden Range2011

Winter Range2011-2012

Pocket Facts 2011

3.04 Brochure – cover examples

Basic elementsPreliminary identity manual // des 2010

ChainsawsSummer Catalogue

Name SurnameTitle or heading goes here

Month date | Footer

4.01 Powerpoint – electronic presentations

Title slide

Reference slide Chapter divider

Text and picture slide

In progress!

4.02 Powerpoint – available templates

Title slide

Text slide (2 colon)

Reference slide (bullets)

Text slide

Open slide

Information graphic slide

Text and image slide

Chapter divider

Information graphic slide

Text and image slide

Reference slide

End slide

4.01 Dealer ads

Four different ad formats are prepared.

The ads are designed as pre-programmed template documents.

In the template documents there are designed ad proposals that uses variable number of products and placements. These can be used as the basis for the preparation of the final ads.

Download templates at Stiga Media Database:mediadatabas.text-bild-motala.se/stiga/Standard/

dealer ads standard formats:

Place heading

Dealer area

Product nameProduct information Product information Product information Product information Product information Product information Product information Product information.

SPecial Offer

00.000:-R R price 00.000:-


Package Deal

00.000:-R R price 00.000:-

Package Deal product information Package Deal product information


0.000:-Available text line



Product nameProduct information Product information Product information Product information Product information Product information.


Place heading

Dealer area


SPecial Offer

0.000:-R R price 0.000:-









Dealer area

Place headingProduct nameProduct information Product information Product information Product information Product information Product information Product information Product information.

SPecial Offer

0.000:-R R price 0.000:-

Product nameProduct information Product information Product information Product information Product information Product information Product information Product information Product information Product information Product information.

SPecial Offer

00.000:-R R price 00.000:-

Dealer area


Package Deal

00.000:-R R price 00.000:-


Place heading

Product nameProduct information Product information Product information Product information.




248 mm X 178 mm

178 mm X 250 mm

108 mm X 280 mm

86 mm X 140 mm

4.02 Dealer ads - product and price configuration

Three different layout are prepared for layouts for product presentation and price.

This is the setup that will help to differentiate the various offers in the ads.

The layouts are standardized in font and format sizes and will not change.

Note!The character setups for price have language variations. The template uses Swedish, but this must be adapted to each language.


sPeCiAL offer

00.000:-R R price 00.000:-




Package Deal

00.000:-R R price 00.000:-

Package deal product information Package deal product information


introduction Price

00.000:-R R price 00.000:-


seasons sales

00.000:-R R price 00.000:-

Special offers Varied deals Ordinary deals

4.03 Dealer ads – placement of plain product image

The product images should ideally be located to the left of the product and pricing set-up. Product images can however be moved freely around to take advantage of the format of the ad.

To emphasize the deals in the ads further, “Special offers” and varied deals and products should use larger product images than other ordinary deals. Product name

Product information Product information Product information Product information Product information Product information Product information Product information.

sPeCiAL offer

0.000:-R R price 00.000:-



Ideal product image placement Flexible placement of product image

Ideally the product images shall be located to the left of the product and pricing set-up.

Use larger product images on Special offers and varied deals and products.

The product images can be scaled and moved freely around to take advantage of the format of the ad.

4.04 Dealer ads – template examples

Dealer area












SPecial Offer

0.000:-R R price 0.000:-


SPecial Offer

0.000:-R R price 0.000:-

Place heading

Dealer area


SPecial Offer

00.000:-R R price 00.000:-


Package Deal

00.000:-R R price 00.000:-








Dealer area

Place heading










SPecial Offer

00.000:-R R price 00.000:-

Place heading

Dealer area


SPecial Offer

0.000:-R R price 0.000:-









Dealer area

Place heading


Introduction Price

0.000:-R R price 0.000:-






SPecIal Offer

00.000:-R R price 00.000:-

Dealer area

Place heading










Package Deal

00.000:-R R price 00.000:-


Dealer area


Introduction Price

0.000:-R R price 0.000:-

Dealer area


SPecial Offer

0.000:-R R price 0.000:-

Place heading

Dealer area


Package Deal

00.000:-R R price 00.000:-


Place heading

Dealer area


SPecial Offer

00.000:-R R price 00.000:-

Place heading

Dealer area


SPecial Offer

0.000:-R R price 0.000:-


0.000:-Product nameProduct information Product information Product information Product information.

0.000:-

Place heading

Dealer area


SPecial Offer

0.000:-R R price 0.000:-




SPecial Offer

00.000:-R R price 00.000:-

Dealer area


Package Deal

00.000:-R R price 00.000:-


Place heading





Dealer area


Package Deal

00.000:-R R price 00.000:-


Place heading




SPecial Offer

00.000:-R R price 00.000:-


SPecial Offer

0.000:-R R price 00.000:-



Dealer area














SPecial Offer

00.000:-R R price 00.000:-


SPecial Offer

0.000:-R R price 00.000:-



Place heading

248 mm X 178 mm 178 mm X 250 mm 108 mm X 280 mm 86 mm X 140 mm

basic elements - brandgatemy.brandgate.no/stiga/themes/stiga/images/stigaidmanual.pdf ·...

Documents