corporate identity guide v2 - james walker id guide v2.0.pdf · mono printing: the logos may be...

Corporate Identity Guide V2.0

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High Performance Sealing Technology

Contents

James Walker Group Logos

James Walker Group Typography

James Walker Group Stationery

James Walker Group Literature

James Walker Group Promotion

James Walker Group Signage

James Walker Group Packaging

James Walker Group General

James Walker Support

4 - 8

9

10 - 15

16 - 21

22 - 24

25 - 26

27 - 31

32 - 33

34

The activities of the James Walker Group span the world, encompassing a diverse range

of industries and geographic markets. In today’s fiercely competitive business

environment it is vital to present ourselves in a united and consistent way. Our corporate

identity programme demonstrates this with a bold fresh look for all our member

companies.

We have successfully applied this new image to brochures, adverts, exhibitions and

more. Having created such a strong visual link it is important that we maintain it, which

means that we have to follow the guidelines set out here.

This is the second James Walker Identity Guide, and contains several useful additions to

the original. As before, the rules should be strictly applied to stationery, signage and

literature covers, with particular attention given to the James Walker logotype and Lion

Device.

Application of these guidelines will ensure that each member company is easily

recognised as an important part of the James Walker Group.

Please make copies of this guide available to all those responsible for producing visual

communication and promotional material both internally and externally.

Yours sincerely

Diederik Neeb

Director of Marketing & Business Development

James Walker SPS Ltd

Consistency and our Global Image


The James Walker Logo is written in a unique typestyle. It is important to respect the original design and ensure it remains distinctive and unmistakable. No changes to its form, colour, typestyle and minimum clear space shall be made. The James Walker name is a registered trade mark and should, when used in logotype, always be shown with the ® symbol.

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The James Walker Core Logo: Is used by those operating companies using the name of James Walker alone, as their main branding.

The James Walker Member Logo: Is used by those companies retaining their established graphic identity (eg, Tiflex, edilon)(sedra). It should stand alone and not be combined with any other logo, logotype or other typographical or graphic device.

The James Walker Group Logo: Is used exclusively by James Walker Group Limited and should never be applied by any of its member companies.

The James Walker Extended Logo: Uses blue to distinguish between its two components. The first part is James Walker which appears in red, while the second is the operating company.

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5.


Colour Printing Specification:

James Walker Red: Y =100% M= 100%Pantone Red 032 (preferred colour match)

James Walker Blue: C = 100% M = 56%Pantone 293 (preferred colour match)

Mono Printing: The logos may be printed black (on white) for faxes, invoices, or mono advertising, for example.

Colour Versions: For greater colour accuracy it is preferable to use a special or extra colour for each of the logo colours, in four colour printing, using the specification above. The logo should preferably appear on white and ranged to the left wherever possible, not centred.

Minimum Preferred Size: For the Core Logo on printed material is 50.0mm measured horizontally from the left and right extremities across the whole James Walker logotype shown as ‘Y’ above. The ‘Y’ dimension should be used to calculate overall sizes for each of the different logo variations. Where it may be necessary to reproduce the logo at smaller sizes, take care to ensure that the small space between the ‘m’ and the ‘e’ of James Walker does not close up completely.

Minimum Clear Space: Represented in the illustration above by multiples of ‘X’. ‘X’ is taken from the height of the capitals, and for key stationery, should be applied in this manner: two ‘X’ spaces should be applied to the left and right of the logo and/or any of its variants, while a single ‘X’ space applies above and below. Nothing should appear printed within this exclusion zone. The exclusion zone applies to all the other logo variations. Measurement should be made from the logo extremities as shown above, and clear space applied.

Note from James Walker Marketing Communications Team: You may see exceptions to the clear space recommendations (see example above) where James Walker Marketing Communications Team has decided it is absolutely necessary. Only James Walker Marketing Communications Team is authorised to make such diversions.This information is for your advice and is not intended to diminish or replace the preceding instructions. If you have any doubts as to how to present any James Walker logo or logotype after reading this manual please refer to James Walker Marketing Communications Team.

® ‘X’

‘Y’

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2‘X’2‘X’

1‘X’

1‘X’

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2‘X’2‘X’

1‘X’

1‘X’

6.


2. Avoid confining or placing the logo in a shape.

3. Do not apply the logo to a distracting background.

4. Do not apply the logo to a busy photograph.

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1. Do not stretch, distort, squeeze, rotate or modify the Logos in any way manually or electronically.

What not to do:

7.


The Lion Device underpins the James Walker Group identity; it expresses the company’s distinct and impressive image in a highly competitive market. The component relationships must remain constant. Both the Lion Device, and James Walker are registered trademarks of James Walker Group Limited.

General Comments: The Lion Device should usually appear with an appropriate James Walker logo (on the same page or in the same physical location such as on an exhibition stand). However, the Lion Device should not be connected with the James Walker logo, or any other logo or logotype, or be placed in a way that it may appear to be part of any other device. It should always stand alone.

Reproduction Quality: Use only digital images provided by James Walker Marketing Communications Team.

Colour Printing Specification:

James Walker Grey: Pantone 424 (or match out of four colours).

Where necessary the Lion Device may be reversed (paper white) out of a solid colour. Halftone reproduction is not recommended at or below the minimum size. Reversals should be avoided.

Mono Printing: The Lion Device may be printed black (on white) when single colour printing is used, such as on faxes, photocopies and newsprint or where the quality of office printers cannot retain sufficient detail.

Minimum Preferred Size: The Lion Device should not be reproduced smaller than 20.0mm measured vertically from the tip of the lowest paw to the top of the mane; expressed as ‘Y, below’.

Minimum Clear Space: The Lion Device should stand away from other printed matter. An exclusion zone is represented by the box below. For general purposes ensure that other printed components are placed one quarter ‘X’ from other matter.

90°

‘X’

‘Y’

1/4 ‘X’

1/4 ‘X’

The Lion Device is shown here within its ‘exclusion zone’.

Do not stretch, distort, squeeze, rotate or modify the Lion Device in any way manually or electronically.

8.

James Walker Group Typography

Typefaces used for printed media by James Walker Group are shown below. They have been chosen for their simple informative style and global accessibility. They are all widely available throughout the world, thus making it simpler to conform to a consistent standard.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890.:,;(“*!?’)

Swiss 721BT


Swiss 721BT italic


Swiss 721BT bold


Swiss 721BT bold italic


Swiss 721BT extended

Swiss 721BT black extended

Zapf Humanist BT bold


Square 721 Ex BT

AbcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890.:,;(“*!?’)

Use for body copy

Use for added emphasis within body copy

Use for sub headings, within body copy

Use for publication title (cover)

Use for company strap-line (message)

Use for main page headings

Use for exhibitions and signage

9.


Because stationery carries the James Walker name and image to thousands of businesses and individuals worldwide, an attractive presentation is essential. Once the main letterhead details have been printed it is up to each individual user to create the best letter layout possible. Below is a simple format which, if followed, can provide consistent standards.

A4 Letterheads: 210.0mm x 297.0mm

US Letterheads: 216.0mm x 279.0mmMargin widths and component sizes should be the same as for A4 letterhead.

Paper: Bright white, 100gsm (Conqueror preferred)

Colours:

James Walker Red: Pantone Red 032James Walker Grey: Pantone 424James Walker Blue (where apropriate): Pantone 293

Typesetting: Address block/company details: 8pt Swiss 721 BT. Other information: 6pt (min. size) Swiss 721 BT. Square 721 BT or other fonts may be used In the information area.

Information Area: A space at the bottom of the page measuring 170.0mm x 25.0mm is available for accreditation and other permitted logos which should be ranged left, other details (user definable; such as branch office addresses, advertising slogans, etc.) are centred. The Lion Device is printed in James Walker Grey, placed on the right hand side. All other information should also print in James Walker Grey with the exception of the optional advertising slogan which may be in either James Walker Red or James Walker Blue. In the information area nothing should be printed above the lion

Registered Office: Lion House Woking Surrey GU22 8AP England Reg. No 176600 England

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A N OtherJob Title/DepartmentCompany NameStreetTown/CityCountyPost Code

Ref: AB 123/DE 25th December 2001

Salutation

Letter and Subject Title

Information in the standard letter begins with the address, reference and date; a single line space separates them; this is followed by a two line space above the salutation. A title may be used preceeding the actual letter and should be typed in bold.

Paragraphs should be defined by line spacer not indents. Bullet points may be used like this:

Text should be ranged to the left and never fully justified across the line width. Use upper and lower case type never just capitals. Ensure left and right hand margin widths are 20mm Type size should be between 10/14pt for Times Roman (recommended).

Subheading title

When a letter is long, discussing multiple topics, then use subheadings to help break up the text and hold attention. They should be set in bold. Do not underline or set in italic.

The sign-off should be typed two lines below the last paragraph and the sender’s name and title or department (at least) five lines below that. Direct contact details follow and should be arranged in the order shown below.

Sign off

Name of writerTitle/DepartmentPhoneFaxMobileE-mail

15.0mm

25.0mm

22.0mm

20.0mm 20.0mm56.0mm

Information area available for operating companies’ own

messages.

Letter area

Logo

CERTIFICATE No. FM 01269BS EN ISO 9001:2000

James Walker & Co LtdCustomer Support Centre1 Millennium Gate, Westmere Drive Crewe, Cheshire CW1 6AY, UK

Tel: +44 (0) 1270 536000Fax: +44 (0) 1270 536100

www.jameswalker.biz

10.

Address Block Details: The standard address block prints James Walker Grey and should contain the full company name, address, main telephone and fax numbers then if applicable, by e-mail address and, in bold, website details. The content should be aligned left and positioned from the right hand margin according to the longest line necessary.

Letters: First is the address then reference and date, with one line space between each item, followed by a two line space preceeding the salutation. Before the letter a title may be used, typed in bold.

Each paragraph in the letter should be identified by line spacer not indents. Bullet points may be used.

Use type size between 10pt and 14pt Times New Roman, for all elements except the optional letter title and subheadings; the writer’s name and title or department which should be bold. Range all text left; never justify text across the line width. Always use upper and lower case type; never just capitals.

Use subheadings if the letter is long and discusses multiple topics. These help to break up the text and hold attention. Set them in bold but only underline them if you cannot use bold text. The sign-off should be typed two lines below the last paragraph and the sender’s name and title or department below that.

Continuation Sheets: Use of the logo here is optional. Where required, the applicable logo should print in the same position as it appears on the letterhead. It should stand alone without any other information. Margin widths and all other specifications are as for the letterhead.

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a member of the

Registered Office: Lion House, Woking, Surrey GU22 8APRegistered in England. No 123456

BS EN ISO 9001 Certificate FM 01234

If local requirements, such as postal regulations, insist on having addressee details to the right side of the letterhead, then follow this example. Use dimensions and any other applicable information in the rest of this section to complete the layout.

The James Walker Member logo should appear in the bottom corner of the letterhead. Other details should be as far from this logo as possible. The vertical height limitation does not apply.


James Walker France SAS17 Rue Jean-Elysée DupuyG9542 Champagne CedaxFrance

Tel: +33 437 497480Fax: +33 437 49 7483E-mail: headofficefrejameswalker.biz

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Positioning of the address block will

vary according to the longest line. It always prints James Walker Grey. The position of the core logo remains constant.

necessarily

James Walker Engineering Services logo is printed smaller than the rest of the series; this example measures 48.0mm calculated using the ‘Y’ dimension shown previously, on a full size A4 letterhead.

The six James Walker Extended Logos.

James Walker TownsonAlexandra StreetHydeCheshireSK14 1DYEngland

Tel: + 44 (0) 1613 679278Fax: + 44 (0) 1613 679278

12.


Information area may be used for additional information as in letterhead.

Address details must be changed before use.

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James Walker Group LtdLion HouseWokingSurreyGU22 8APEngland

Tel:+44 (0)1483 746315Fax:+44 (0)1483 746123E-mail: [email protected]

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James Walker Group LtdLion HouseWokingSurreyGU22 8APEngland

Tel:+44 (0)1483 746315Fax:+44 (0)1483 746123E-mail: [email protected]

Registered Office: Lion House, Woking, Surrey GU22 8AP Registered in England. No 176600

www.jameswalker.biz

The templates should be adapted to suit local conditions while retaining the overall layout and positioning of

essential elements.

Faxes & Memos: These follow the letterhead format with company logo to the top left hand side of the page, address details to the top right. They are supplied pre-formatted as MS Word templates so that only local and user details need to be changed.

Reproduction Quality: These documents are intended for output on normal office printers which should be set to the highest resolution practical.

Use templates supplied by James Walker Marketing Communications Team.

Always output to black (on white).

Do not alter the layout or change typefaces.

13.


Business Cards: 90.0mm x 55.0mm

Paper: Bright white, 300gsm

Colours:

James Walker Red: Pantone Red 032James Walker Grey: Pantone 424James Walker Blue (where apropriate): Pantone 293

Typesetting: Address block and company details: 7pt Swiss 721 BT.

Person’s details: 8pt Swiss 721 Bold BT and 7pt Swiss 721 BT for other personal information.

Under-rule message: 7pt Square 721 Extended BT.

Business Card Layout: The logo is positioned to top left. A 0.25mm JW Grey rule is positioned 7.0mm beneath the baseline of the logo starting 29.0mm from the left hand trim and bleeding off the right hand side as shown.

Below the rule the user has a choice of putting either website details or a short sales message. This should be set in 7.0pt Square 721 Extended.

Centred in the available space between this and the address block are the card user’s personal details; name, title and qualifications as appropriate. The order is dependent on local custom. Whether these details require one, two or three lines, they should begin 29.0mm from the left hand trim, aligning with the start of the rule. The name is always set in 8.0pt Swiss 721 bold. Any other information is set in 8.0pt Swiss 721. Contact details should start beneath this. Measured from the capital height to the bottom trim these details should not occupy more than 20.0mm vertical space.

The Website details should be set bold and may appear under either text block if a strapline or advertising slogan prints under the rule.

James Walker Deutschland GmbHMörkenstraße 7 22767 Hamburg Postfach 50 06 7222706 Hamburg Deutschland

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QualificationPerson’s Name Title

Tel: + 49 (0 )40 3 860810Fax: +49 (0)40 3893230E-mail: [email protected]: +49 (0)12 345678910

www.jameswalker.de

29.0mm

4.0mm

7.0mm

3.5mm

3.5mm3.5mm

3.5mm

4.0mm

27.5mm

16.5mm

50.0mm

Rule with optional details

Logo

Personal details

Contact details

Message length should not exceed the available space and always begins, as shown, aligned with the start of the rule.

www.jameswalker.co.uk

GasketsJointingsHydraulic sealsCustom selas‘O’ ringsRotary sealsCompression packingsHigh performance elastomersExpansion joints & bellowsMachine mounting pads


An example of how the back of the business card can be used for promotional purposes. It should be printed using any of the colours already used on the front side.

14.


With Compliments

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James Walker Deutschland GmbHMörkenstraße 722767 HamburgPostfach 50 06 7222706 HamburgDeutschland

Tel: + 49 (0)40 3860810Fax:+ 49 (0)40 3893230E-mail: [email protected]

www.jameswalker.de

7.5mm7.5mm

63.0mm

7.5mm

7.5mm

25.0mm

56.0mm

Compliment Slips: 99.0mm x 210.0mm

General: Specifications are the same as for the letterhead but please note that the margin widths differ.

Typesetting: Address block and company details: 7pt Swiss 721 BT.

Information area: May be used for additional information as in letterhead.

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Mr John SmithWidget Supply CoSomewhere Business ParkNorth East ElsewhereEnglandPB1 3DU

Envelopes: Where the logo is used on an envelope place it as for the compliment slip (see above). Observe postal regulations with regard to return address.

15.


Literature is an essential and long term point of contact between James Walker and our customers. For this reason it is very important that a consistent standard is maintained by each operating company. Information has to be conveyed in an attractive and accessible way so that during the life of the brochure it serves the customer well and encourages a favourable impression of the whole James Walker Group.







Where an operating company retains its graphic

identity the James Walker Group member logo could

appear as shown in the illustration right.

The illustration above and the illustration to

the right show ways of using the available space beneath the

James Walker Masthead.

16.


A4 Brochure 210.0mm x 297.0mm

Paper: Interior paper should be bright white 170gsm matt such as Cromomat, covers should be heavier, 250gsm.

Finish: Covers should be matt laminated.

Typesetting: The title font is Zapf Humanist BT bold. Product information should use Swiss 721 BT (see page 7) while the optional strapline or advertising slogan is Square 721.

Front Cover Layout: James Walker Group literature uses a common grid system for arranging content.

The uppermost element should always be the company logo. Nothing else appears in this free space anywhere above the title area, defined by the grey title band.

The title band is 29.0mm deep and extends the full width of the page. The title is centred vertically within the band and aligns with the logo 15.0mm from the fold. The title is reversed, white, out of James Walker Grey.

The lower area is used for appropriate photographic material. The picture area uses the full page width starting 60.0mm from the bottom of the page, to within 1.0mm of the title band.

Use ‘dead space’ in the photograph for brief product details or sales benefits. Do not overwrite busy areas of the picture or allow text to cut into the products shown.

When commissioning photography ensure that sufficient space is allowed for text and that the photographer provides sufficient neutral background for it.

Beneath the picture area the James Walker Lion Device should be used to sign off the cover. Positioned 10.0mm from the right hand edge and 10.0mm from the bottom of the page the lion prints James Walker Grey.

This area should be kept free of other elements although a short promotional slogan may be used. This should be printed in James Walker Grey or your own corporate colour and set in Swiss 721 Ex BT no larger than 12pt. This text should be placed 10.0mm from the bottom of the page in alignment with the tip of the lion’s lowest paw. It should be left aligned 15.0mm from the fold and never centred.

17.

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Company/Literature Title

24

6.5

mm

21

0.0

mm

29

.0m

m2

9.0

mm

10

.0m

m1

.0m

m 29

.0m

m2

9.0

mm

’X’=

7.5

mm

15.0mm 10.0mm

56.0mm

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Company/Literature Title


18.


Because James Walker branded literature is intended to be useful to customers over a long period of time, care must be taken with the design and construction of all its parts.

Back Cover Layout: James Walker Group literature uses a common grid system for arranging content both externally and internally.

There are elements common to the cover and interior which help to unite the brochure.

Most important on the back cover is the arrangement of contact details and references to other helpful products or literature. This should be arranged beneath the title band, which continues from the front cover.

The uppermost element should always be the company logo just as it is on the front cover. Nothing else appears in this free space anywhere above the logo.

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24

6.5

mm

21

0.0

mm

10

.0m

m

29

.0m

m

15.0mm 10.0mm

56.0mm

19.


Interior Layout: This works with three 60.0mm columns, spaced 5.0mm apart; 10.0mm margins and a 10.0mm gutter. Each column starts at the top level of the title band on the front cover. Main page heads are then positioned a single band width above this.

28

0.0

mm

23

9.0

mm

10

.0m

m

7.5

mm

10.0mm 10.0mm5.0mm40.0mm 60.0mm60.0mm

5.0mm

Use this area for all body copy (including sub-

heads) and any illustrative material;

photographs, diagrams or other graphic material.

Avoid lateral rules and tint boxes; emphasis and

priority can be given by other means.

20.


Page/Subject Heading Page/Subject Heading

Sub-heading

Page/Subject Heading Page/Subject Heading

21.


Advertising has to reassure existing James Walker Group customers while attracting new interest in products and services. It has to carry a consistent corporate image to all relevant markets and prospective new markets.

General Comments: There will be instances when it will prove impractical for technical or creative reasons to follow precisely the corporate identity standards. For example, with promotional gifts such as pens, exhibition layouts, etc, it may be impossible to maintain the minimum clear space around the James Walker logo without losing marketing impact.

The Logo: Widest latitude is given here to the application of logos and the Lion Device. If necessary a logo may be placed against a solid colour, as long as it does not compete with the accepted colours of either the Core Logo or any of the Extended Logos, or overpower the grey of the Lion Device. It is always preferable to reproduce the logos in their correct colour values against a white background.

There may be occasions where, for the Lion Device, it is better to reverse it out of a solid colour or even a halftone image if provision has been made within the image.

Journal Advertising: Competing adverts appearing near each other require the use of strong colours and arresting imagery which lift and promote the company in a tasteful way.

The layout and structure of an advert does not fall within the remit of this manual but use of any of the James Walker Group logos is always subject to these guidelines.

22.


Promotional Gifts: Corporate or promotional gifts can help to keep the James Walker brand name in front of a customer. The gift should generally provide sufficient area to reproduce the logo properly. It may be beneficial to use white or even a metallic ink to reproduce the logo.

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Phone: +44 (0) 8705 925537E-mail: [email protected]

Why not take a look at our websitewww.jameswalker.co.uk

Electronic Media: Because change in electronic media occurs so rapidly, refer to the general guidelines in this manual and the specific notes which follow.

Video, CD Rom and other computer presentations require special care when reproducing the logos and Lion Device.

The logos and Lion Device should never be continuously animated.

If any of the logos are to be applied to moving images the logo itself should remain stationary and without distortion.

Effects and motion may be applied in transition provided it does not degrade the logo, does not last more than a few seconds, the logo reappears in its correct form and orientation, then remains on screen for slightly longer than the transition in order to establish itself in the mind of the viewer.

Avoid applying ‘3D’ effects, strong lighting effects and overlayed colours.

In an interactive or web presentation it is acceptable to use the logo as an active link provided it does not change shape, colour or take the form of a button or become animated in any way.

Ensure that the logo does not change position continually. Maintain consistency throughout any presentation.

Optional background colours include black or James Walker Blue, while the standard preferred background is always white.

23.


Always give precedence and consideration to the colour of the logos.

Exhibitions: These are high profile, face-to-face events where a strong corporate image can be prominently displayed.

The Logo: It should be clearly visible and placed without impediment. Ensure that it can be seen without effort. Select a single location if possible. If the stand is multi-faceted with different viewing angles then make sure a logo can be seen from each angle. A stand shared by several James Walker Group companies should always be headed by the James Walker Core Logo. Individual company logos may then be used in a subordinate position. It is useful to have the logo repeated within the display and to appear generally on the stand but this must be at a much reduced size.

Promotional activity is competitive. This guide is not intended to restrict or inhibit local or creative requirements which assist this process.

24.


Buildings are home to the company’s workforce. The structure, shape, and form of the building determines what can be displayed on its surface — and to a large degree where and how it can be displayed.

The Logo: The appropriate logo should be applied visibly and on an area of the structure which gives least visual interference. As far as possible choose a plain wall or section so that the logo can be plainly read.

Check sight lines on all approaches to the building to maximise the logo’s effect and usefulness. First time visitors will look for something they recognise so make sure, as far as possible, that the logo can be seen from the road.

The Lion Device: Where appropriate this may also be used, remembering that it should be positioned away from James Walker logotype or any other text or graphics and should be placed at a lower level than the logotype.

These drawings show the James Walker core logo

using individual letterforms, while the drawing to lower left indicates the differences when a fascia is applied.

fixed directly and individually in the preferred way (upper left)

Exterior freestanding signs should follow this pattern. Ensure that each section is separated and the appropriate logo is always at the top.

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Reception

Deliveries

James Walker Customer Support Centre

1 Millennium GateCrewe Business ParkCheshire CW1 6AY

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25.


General Comments: It is preferable to use solid letterforms which are attached individually to the structure. Thus the building itself becomes the background to the logo. Other arrangements such as backlit or illuminated fascias may be acceptable.

Buildings use different materials and are often designed using different colours to achieve a pleasing appearance. For this reason it is impractical to specify a particular background colour.

A fascia may have to be fitted for practical purposes; to facilitate fixing to the structure, or because the exterior provides a poor colour base for the logo. In this case it may be possible to set the logo against a white background.

This projection shows the James Walker Core Logo at Crewe.

Flags: To avoid discolouration, a cream logo centered against a red background is preferable. The Lion Device may be used on the reverse side or a repeat of the appropriate logo. It is acceptable to have a flag displaying the Lion Device only, on both sides, where appropriate.

Signs: Freestanding signs are used for directions and site details. They should follow the pattern shown on page 25. Always place the appropriate logotype ranged left at the top, with all other information following beneath. The illustration shows separate panels for each section. The last panel may also contain any sales message or ‘strap line’.

Vehicles: The appropriate logotype should be applied visibly, legibly and in a position where it is least likely to be obscured by spray and dirt from the wheels. Avoid placing the logo across seams, joins and doors. Specific directions are not practical so follow the general guidelines as far as is practical.

Colours:

James Walker Red: RAL 3024; BS4800 04E53; Plexiglas GS Red 568

James Walker Blue: RAL 5017; BS 4800 18E53; Plexiglas GS Blue 601

James Walker Grey: RAL 7045; BS 4800 00A05

26.


James Walker products should always be presented properly. Packaging has to protect its content and project the company’s corporate identity.

The Logo: The James Walker logo is positioned in accordance with corporate identity guidelines. The www.jameswalker.biz logo is subordinate to this and must never appear alone. It should always be shown with the master logo occupying the higher and more prominent position.

Logo Size: This should be determined by the size of the packaging. It is recommended that an upper limit of 100mm (Y) should be observed for larger applications while 50mm (Y) is the lower limit recommended.

Logo Colour: James Walker Red = Pantone 032

Remember that the usual rules forbidding distortion or alteration of the logo apply.

Packaging is the only application where the logo may be used in a repeating pattern.

Artwork is supplied electronically in various formats. The logos are on their own as core components and also prearranged in a patch which can be further ganged up to the required size and in the preferred pattern.

The James Walker Core Logo and website logo are supplied separately, in addition to those already combined in the patch shown on page 28.

27.


Assembly of the core components must comply with the general identity guidelines where the Core Logo sits in its own clear space as shown in the diagrams in these pages.

(Refer to the main logo specifications for further definition.)

The core components are arranged as shown in the ‘patch’ illustration below. From bottom to top, the baseline comprises a row of Core Logos with each one having the necessary 2 ’X’ horizontal space separating them. The next type baseline is 1 ‘X’ above. The website logo is used in place of every third Core Logo appearing only in alternate rows. Each row is stepped so that the website logo forms a diagonal pattern as shown.

The easiest way to construct the pattern is to imagine each logo centered within a rectangle as shown in the diagrams. The rectangles are then arranged in the order shown to form interlocking patches as in the illustration.

The master logo will perform well down to the minimum preferred size and should only be used smaller than this where specific conditions dictate.

Legibility is vital and should not be compromised by reducing the size of the logo to obtain greater density.

Once the artwork has been properly prepared ensure that the baseline of the pattern is skewed at a 10 degree angle from the horizontal and rises from left to right as shown by the illustration on page 29.

The illustration shows the James Walker and website logo assembled in the preferred pattern and presented here as a patch which can be duplicated and interlocked to from a design of any useable size.

Core Logo

The ‘brickwork’ construction lines are shown for clarity.

28.


Substrate: The material used will be determined largely by the nature and purpose of each job.

These guidelines restrict themselves to the graphic application of the James Walker Group corporate identity.

The suitability of the material to do the required job is paramount and this guide should not interfere with the selection of appropriate materials. It is important to consider the individual characteristics of a given substrate and printing process to obtain the best quality reproduction.

To hold detail in the company logos and other symbols make the logo size slightly larger, if necessary, to ensure they print clearly.

Applications will include sheet material using both paper and plastic substrates, so proper care should be taken to observe any specific printing requirements before finalising the design.

This illustration shows a ‘G’ series front panel where the 10 degree skew is clearly indicated.

29.


Sheet material is widely used for a variety of purposes but especially non-standard product shapes and sizes.

Small regular applications use the logo at its smallest size (’Y’ = 50mm) which gives good coverage and clarity.

The largest applications should use the logo at 100mm (’Y’ = 100mm).

Boards and sheet material should be properly printed with the logotype aligned and skewed as described.

Do not allow the logotype in the pattern to align horizontally with the trimmed edge. It must always be skewed.

The illustration shows the correct application of the design to sheet material cut to form the backing for a bubble pack.

Whatever final use is intended for the material, even uncut sheets should be printed with the alignments as shown here. Never print the logotype baselines parallel to the horizontal edge. Make sure the ten degree skew is applied to every printed piece of packaging material.

10°

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Boxes have to provide a safe, secure home for products while in transit. Stock items may also be held on customers’ shelves where the corporate image continues working day and night.

Different construction and manufacturing methods make it necessary to give basic principles which should be carefully applied in each case.

Not all the sides of a box are viewed with the same frequency, so make sure that those which are seen when the box is opened or stored are given priority.

These are the primary surfaces. All alignments are calculated from here.

The ‘G’ series layout below has many foldbacks which cut and change the direction of the design when made-up.

This illustration shows a ‘G’ series box layout with an acceptable density — two can easily be seen and read on the front flap. The 10 degree skew is also clearly indicated.

Core Logos

The front flap is a primary surface and the logos should read properly here.

The top or lid of any box should read correctly because it is a primary surface.

The sides take second place to the primary surfaces — it is less important to have the logos reading correctly here.

When the box is assembled the two logo components are cut and switched back and forth in this design of ‘G’ series box. The back of the box displays the pattern upside down while the lid top and front flap are easily readable.

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So far, this manual has provided guidelines for some of the main corporate branding applications.

What remains is no less significant. The importance of such things as product identification and branding cannot be underestimated. Packaging should carry the company’s product safely and distinctively to our customers.

General Comments: Included in this section are items which require careful interpretation and application of the general logo guidelines. Some specific information follows but there are inevitably some things which fall outside the scope of this publication. If you have any doubts as to the use of any logo or the Lion Device please consult, directly, with James Walker Marketing Communications Team.

The Logo: Always ensure the logo is reproduced to the highest practical quality. General principles apply. It should appear in its own space, be easily visible and in a primary position.

The preferred background colour for any of the logos is white. In this section there are several areas where white as a background colour is neither possible or desirable. It may, for example, be necessary to print the logo on to, say, a brown corrugated cardboard box. Although it is preferable to print using the James Walker Red and/or Blue, if local advice suggests the James Walker colours are not going to reproduce well, then use black if this provides a significant improvement over the corporate colours. There may be occasions where the background colour conflicts with the logo colours; sometimes it may be necessary to reproduce the logo in white on a tonally similar colour so that the logo may be seen more easily.

Wearables: If the item is a promotional gift, then please refer to that section in conjunction with the notes here. Protective clothing such as overalls, boiler suits, hard hats and similar garments may have the logo applied to appropriate areas. Breast pockets may be used, but take care to ensure that production techniques allow the logo to be reproduced legibly and with its individual characteristics. Stitching may not have the precision to preserve it intact. Screen printing may best be employed on T-shirts and heavy work garments, while a stitched logo may only be appropriate on such things as sports clothes or ties.

Items of protective clothing provide a useful opportunity to display a logo, both internally in the workplace and when providing service on site for a client.

In this case the James Walker Core Logo is more easily seen and read when it has been printed white on a dark red overall.

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Product Branding: This is often considered the primary application for a logo. James Walker Group manufactures and supplies a wide range of products as well as providing different services. The latter cannot be branded directly, while products, which are made of very different materials, may require any of a diverse range of processes to impose a logo.

The limitations of an imaging system must be given serious consideration because there may be occasions where such limitations prevent strict adherence to the application of these guidelines.

Oversized Envelopes & Jiffy Bags: The logo should be positioned to the top left hand corner on the front. Exact positioning for every size and shape is dependent on any local requirements such as post office preferences or technical needs. Otherwise follow the advice given in the stationery section.

Labels: Use corporate branding on labeling wherever production processes allow. The general logo guidelines apply, paying special attention to the ‘clear space’ advice. Where strong colours are used for the label itself, again, it may be more appropriate to print the logo in black. Product labelling may have size or positioning restrictions, so care must be taken to consider all aspects of the layout.

Franking: Follow the logo guidelines. Do not attempt to combine the logo with other graphic elements and be careful to position any sales message or contact details with sufficient regard for the ‘clear space’ guidelines.

®

It is important to make the logo the first or primary element in a layout — even on items such as these product information labels.

®

Here the logo appears within an established design where it simply replaces the former James Walker logo used by James Walker & Co. It has plenty of clear space, but note that its containment (within the diamond pattern) represents a necessary compromise.

33.

For advice and support relating to James Walker Corporate Image, please contact:

James Walker Marketing Communications Department

James Walker SPS Ltd

Lion House

Oriental Road

Woking

Surrey

GU22 8AP UK

Tel: + 44 (0) 1483 746328

Fax: + 44 (0) 1483 735597

E-mail: [email protected]

© James Walker 2007

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