corporate identity manual & guide

Corporate Identity Manual & GuideVersion 1.1 published 12/12/2012

Corporate Identity Manual & Guide

corporate identity manual & guide Citywing

page number 3 from total 15 pages

Table of Content

1.0 Introduction

2.0 Basic Standards

3.0 Colour

4.0 Typography


Introduction

corporate identity manual & guide Citywingintroduction


corporate identity manual & guide Citywingintroductionintroductionintroductionintroductionintroduction


Introduction

Citywing is one of the mostrecognisable brands on the Isle of Man and it is therefore imperative that the brand is presented in a cohesive and consistent manner.

This manual is a reference for staff and members who need to understand the philosophy of, necessity for and process of Brand Management. This guide is a resource for those who need to undertake brand management activities.

ObjectivesTo ensure consistency in the look, feel and way in which Citywing is presented. To present ourselves in a professional and united way across all business units.

Use of the logoThe logo should wherever possible be used in full colour format.

Approval of materialsTo ensure consistency and adherence to the brand guidelines, thoseorganising material they wish to carry the logo must request the correct format from Citywing. This is to ensure the logo is only used by organisations who have the right to use it, and the correct format can be issued and it’s use, in accordance with these guidelines checked and approved.

Short information to this manual


basic standards

corporate identity manual & guide Citywingbasic standards


corporate identity manual & guide Citywingbasic standardsbasic standardsbasic standardsbasic standardsbasic standards


Because of the wide variety of applications required for our logo, it has been

designed to be as versatile as possible whilst retaining its core design values.

Bird beak centrally aligned with type.

Shearwater tail aligned with descender

1 - Shearwater Logo length

logo type

Length of Shearwater logo (1) & logo type ‘wing’ (2) are identical.

Distance between logo type and logo (3)

The Logo Signature

2 - logo type ‘wing’ length

3 - width of dot.



Surrounding Space For Print & Web

A prescribed amount of clear space

around the logotype should be

maintained at all times. No other type

or graphic element may appear within

the prescribed clear space.

Blue SquareIs Cap Height

Clean area for Complete Logo Element

10mm

10m

m10

mm

10mm



Unacceptable Uses

1. Do not distort any portion of the logotype/signature.

2. Do not crop any portion of the logotype/signature.

3. Do not tilt the logotype/signature.

4. Do not rotate the logotype/signature. (An obvious exception to this

guideline would be a vertical street pole banner with logo appearing as

the primary element in a vertical position by necessity.)

5. Do not alter the typeface of the logotype.

6. Do not alter the alignment of any component of the signature.

7. Do not alter the relative size of the logotype and the unit signature.

8. Do not add a drop shadow to any part of the signature.

9. Do not add additonal eff ects to the logotype or logo. (bevel etc.)

1 2 3

4 5 6

7 8 9

It is extremely important for brand success that the logotype and signatures be

displayed correctly. This includes always using the correct typefaces and the

correct relative positioning and size of all elements. The examples on this and

the following pages illustrate unacceptable displays.

Citywing


Typography

corporate identity manual & guide Citywingtypography


Corporate FontsTypography is one of the most recognisable elements of an identity and

helps portray the personality of an organization. The typefaces shown here

are examples of the chosen font family. To ensure consistency, the weights

below should only be used. Online, the websafe typeface to use is Arial.

Din Font Family

Din LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890




Colours

corporate identity manuals & guides Citywingcolors


Corporate ColoursConsistent use of colour can help build strong brand recognition. This makes it

possible for an organization to “own” a certain set of colours, by leaving a lasting

impression through identifi cation of the organisation with that specifi c colour

palette.

Primary Corporate Colours

Print

PANTONE Matching System

Print

CMYK Matching System

Print

WEB Matching System

Pantone 7544

Pantone 306

Pantone 287

C 34 + M 14 + Y 11 + K 32

C 76 + M 0 + Y 5 + K 0

C 100 + M 75 + Y 2 + K 17

R137 + G150 + B160

html# 8996A0

R0 + G185 + B228

html# 00B9E4

R0 + G51 + B141

html# 00338D


Gradients

corporate identity manuals & guides Citywingcolors


Screens and Shades

The colour palette can be increased by using screens and shades that originate

from the primary colours. The lighter tints are created by screening the primary

colours against white. The darker tints (shades) are created by adding black to

the primary colours. The tints shown here are examples of this range. Additional

screens and shades can be used according to the needs of the application.

Pantone 7544

Pantone 306

Pantone 287

corporate identity manual & guide

Documents

logothe logo

brand guidelines

correct format

prescribed clear space

process of brand management

brand management activities

shearwater tail

pagessurrounding space