gfr brand guidelines: version 1.2 march 2012 - web · pdf filegfr brand guidelines...

GFR Brand Guidelines: Version 1.2 March 2012

Tangelo Creative 15 Phillimore Street Fremantle WA T: 9430 5266

GFR BRAND GUIDELINES

INTRODUCTION 3

BRAND MESSAGE 4

CHAPTER 1 LOGO USAGE

GFR primary logo (condensed) including tagline 5GFR secondary logo (landscape) including tagline 6GFR primary colours 7GFR secondary colours 8GFR black and white logo versions 9GFR stencil logo 10GFR water balance symbol 11Using the GFR colour logo 12-14GFR logo protection 15

CHAPTER 2 FONTS

Prelo Condensed (MAC format) 16Calibri (WORD format) 17

CHAPTER 3 MARKETING COLLATERAL

Brochures 18Posters 19Display banners 20

CHAPTER 4 SIGNAGE

Building/utility signs 23 Pylon signs 21 Free standing signs 22

Contents

CONTENTS

CHAPTER 5 WEBSITE 0

CHAPTER 6 STATIONERY

Address stickers 24 Despatch stickers 25 Packing tape 26

CHAPTER 7 INTERNAL MS WORD DOCUMENTS 0

CHAPTER 8 ADVERTISING 0

CHAPTER 9 PHOTOGRAPHY 0

CHAPTER 10 PRODUCT BRANDING 0

Valve labels 27

CHAPTER 11 PPE WORKWEAR/UNIFORMS 0

CHAPTER 12 MACHINERY & EQUIPMENT 0 Insert machinery & equipment branding guidelines doc once finalised 0

CHAPTER 13 LIGHT VEHICLES 0

CHAPTER 14 CONTACT US 0


GFR BRAND GUIDELINES CHAPTER 1 - LOGO USAGEINTRODUCTION

IntroductionWelcome to the GFR Brand guidelines. They have been designed to provide a simple framework for the implementation of our brand identity.

The following pages will help you present GFR clearly, consistently and professionally across all communication areas.


GFR BRAND GUIDELINES CHAPTER 1 - LOGO USAGEBRAND MESSAGE

For over 25 years we have been Australia’s premier water infrastructure specialist. We design, install and maintain water transfer, storage and treatment systems that solve mine water balance problems.

PF to complete this section please..........................to include rationale for Masters of water tagline.

GFR brand message


GFR BRAND GUIDELINES CHAPTER 1 - LOGO USAGE

The GFR logo represents our organisation and must always be used in the following manner. The primary logo should be used at all times.

Minimum size To ensure legibility, the minimum recommended width for the logo with the tagline is 30mm.

Without the tagline it is 15mm.

TaglineThe ‘primary logo with tagline’ is a fixed mark which means the position of both items can’t be moved or altered in any way. If the logo is to be reproduced at the minimum size then the version of the logo without the tagline is to be used.

PRIMARY LOGO

Primary logo (condensed)

30mm 15mm

Clear zone To avoid anything encroaching on the logo a simple, yet effective ‘clear zone’ has been created. This ensures the logo is always surrounded by ‘white space’.

8mm

4.5mm

4.5mm

4.5mm

GFR_LOGO_CMYK.eps



Secondary logo (landscape)

Minimum size To ensure legibility, the minimum recommended width for the logo with the tagline is 30mm.

Without the tagline it is 15mm.

TaglineThe ‘secondary logo with tagline’ is a fixed mark which means the position of both items can’t be moved or altered in any way. If the logo is to be reproduced at the minimum size then the version of the logo without the tagline is to be used.

30mm 15mm

Clear zone To avoid anything encroaching on the logo a simple, yet effective ‘clear zone’ has been created. This ensures the logo is always surrounded by ‘white space’.

8mm

4.5mm

4.5mm

4.5mm

GFR_LANDSCAPE_COLOUR_withtag.eps

Note: The secondary logo landscape version should only be used where the placement area is significantly wider than it is high.



Primary colours

GFR PRIMARY COLOURS

Pantone® SPOT PMS colours - Pantone 432 C

Pantone PC® PROCESS colours - Pantone 445 PC C 50 M 28 Y 24 K 65

RGB colour conversion - R 70 G 82 B 89

WEB colour conversion - H 202 S 21 B 35

GFR has three primary colours that are the preferred choices when using colour across all GFR marketing communications. Used together correctly, they help differentiate the brand from competitors.

As a general guide for use, white should always be the dominant colour. Grey is neutral. Green is used for accenting or highlights. Through consistent use of colour across all applications, we will develop a strong, recognisable corporate ‘look and feel’.

Other colour rangesFrom time to time, there will be a need to match both primary and secondary GFR colours to colour ranges outside the Pantone/RGB systems eg. interior design paint applications, signage etc. In these instances, it is important to always check the choices/results against the Pantone colour references and ensure that a proof or prototype is submitted for GFR approval before proceeding to final production.

Pantone® SPOT PMS colours - Pantone Green C

Pantone PC® PROCESS colours - Pantone Green PC C 95 M 0 Y 58 K 0



GFR GREEN

GFR GREY

WHITE



Secondary colours

GFR PRIMARY COLOURS

A secondary palette of 4 colours is used in addition to the GFR primary colours of grey, green and white.

The secondary colours should only be used where additional colours are required eg. graphs and charts or as a differentiator within GFR products and services.

Limiting the use to a maximum of three secondary colours per page will help to avoid confusion.

Secondary colours may also be used as a highlight on tabs, text display headings, powerpoint presentations and backgrounds.

Pantone PC® PROCESS colours - Pantone 173 PC C 0 M 80 Y 94 K1


WEB colour conversion - H15 S 80 B 100

ORANGE

Pantone PC® PROCESS colours - Pantone 1235 PC C 0 M 30 Y 95 K 0

RGB colour conversion - R 251 G 185 B17


YELLOW




PLUM




PUTTY



The black and white GFR logo versions are fixed which means the position of both items can’t be moved or altered in any way.

The logo version with the tagline is to be used for mono printing applications eg. newspaper advertising, fax header.

The logo version without the tagline is to be used for branding machinery, equipment, embroidery applications and small product labels.

PRIMARY LOGO

GFR logo - black and white versions

GFR_CONDENSED_WHITE.eps

GFR_L/SCAPE_WHITE_withtag.eps GFR_LANDSCAPE_WHITE.eps

GFR_LOGO_WHITE_withtag.eps GFR_LOGO_BLACK_withtag.eps

GFR_LANDSCAPE_BLACK_withtag.eps

GFR_CONDENSED_BLACK.eps

GFR_LANDSCAPE_BLACK.eps


GFR BRAND GUIDELINES CHAPTER 1 - LOGO USAGESTENCIL LOGO

GFR stencil logoThe GFR stencil version of the logo was created for use at water treatment plants on water tanks, machinery and equipment. It is a cost effective way to brand large outdoor equipment and is best used with black ink on light surfaces or white or hiviz/flourescent ink on dark surfaces.



Water balance symbol

WATER BALANCE SYMBOL

WATERMARKING DOCUMENTS

The GFR watermark balance symbol is a basic building block of our brand identity.

It is based on the theory of balancing liquids and containment. It provides marketing materials with a strong visual device that gives the brand personality.

It may be used as a watermark on information sensitive Word documents and tenders. The preferred position for this is at the bottom right hand corner 10cm from the top of the page.

The watermark can be treated in a UV varnish to give prestige and interest to printed documents and business cards.

The symbol also appears on the before the URL as a website favicon.



The colour GFR logo

The colour version of the GFR logo reproduces best off a pure white background.

In some instances, the colour logo can be placed over images if clarity and legibility are not compromised. The best images to use are light rather than dark and have low detail.

Black is the only solid colour background that can be used with the colour logo.

USING THE GFR LOGO

Using the GFR logo

WATER SYSTEMS

Pantone Green PMS 432

WATER TRANSFER WATER STORAGE WATER TREATMENTCAPABILITY PROFILE


GFR BRAND GUIDELINES CHAPTER 1 - LOGO USAGEUSING THE GFR LOGO

Using the GFR logoThe black GFR logo

The black GFR logo should be used when colour is limited and/or unavailable eg. light coloured machinery and equipment, black and white newspaper advertising, hi viz surfaces, tapes and backgrounds.

70mm tape width60mm height on logo symbol

5mm clearance above and below to edge of tape



Using the GFR logoThe white GFR logo

The white GFR logo should be used for printing when colour is limited and/or unavailable eg. dark coloured machinery and equipment, black and white newspaper advertising.

When the logo is reversed it is always in white. The GFR white logo can be ‘reversed’ out of a dark area of an image or a dark, solid colour.



Logo protection

LOGO PROTECTION

To maintain its integrity and professional look, the GFR logo must not be altered in any way. This includes, bit is not limited to; stretching, re-spacing, re-drawing, re-colouring, condensing, expanding, altering proportions of elements etc.

Here a few examples of how a misuse of the logo can harm its integrity.


Prelo Condensed is the primary font for all outsourced GFR marketing communications.

Prelo was designed to be a neutral, highly readable typeface, for identity, editorial and information design. The curves are soft and smooth, providing legibility, even in very poor conditions and the neutrality allows this typeface to be used with any serif companion.

Available in five weights, it can be used for headlines, pull quote text, subtitles and captions.

Custom ‘slanting’, condensing, expanding or any other form of distortion including drop shadows on characters, should be avoided.

Prelo Condensed

FONTS - MAC FORMAT GFR BRAND GUIDELINES CHAPTER 2 - FONTS

AaPrelo Condensed HairlineABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

AaPrelo Condensed LIGHTABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

AaPrelo Condensed MEDIUMABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

AaPrelo Condensed BOLDABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

AaPrelo Condensed BLACKABCDEFGHIJKLMNOPQRSTUVWXYZ123456789


Calibri font in regular, bold, or italic is the font to use on all in house Word documents.

The rounded corners create a smooth, legible reading experience even at the smallest of point sizes. Custom ‘slanting’, condensing, expanding or any other form of distortion including drop shadows on characters, should be avoided.

Calibri is available in four weights including italics for both regular and bold weights. It is a sans serif fontwith soft rounded corners and has a warm, friendly personality. It is also the one typeface in the Microsoft collection that is appropriate for use both in text sizes and larger headline sizes. It is suitable for online applications including websites and was chosen for its rating as one of the most commonly used MS fonts since it’s creation in 2007.

Calibri

FONTS - PC/WEB FORMAT GFR BRAND GUIDELINES CHAPTER 2 - FONTS

AaCalibri RegularABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

AaCalibri Regular ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

AaCalibri BoldABCDEFGHIJKLMNOPQRSTUVWXYZ123456789

AaCalibri Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ123456789


Brochures

GFR BRAND GUIDELINES CHAPTER 3 - MARKETING COLLATERALBROCHURES

WATER SYSTEMS


WATER TRANSFER WATER STORAGE WATER TREATMENTCAPABILITY PROFILE

Logo placement is an important part of consistent branding. The GFR logo’s preferred position on covers is in the top third zone of the page off a white background. Where the logo is placed over images, the logo is best positioned bottom right hand corner.

On the back cover, the GFR logo is repeated at 50% of the size from the cover justifed left in the upper middle zone. Address contact details flow down vertically, justified left.

WATER SYSTEMS


WATER TRANSFER WATER STORAGE WATER TREATMENTCAPABILITY PROFILELogo/tagline embossed plus ‘glossy’ UV clear varnish on logo/tagline - matt white all else

white on nal clip fold flap to match front cover

Front cover

HEAD OFFICE 8 Artello Bay Road Midvale WA 6056

T + 61 8 9250 2944 F + 61 8 9250 2945 E [email protected]

FREECALL: 1800 199 176

TOM PRICE T 08 9198 1166

NORTHERN TERRITORY T 08 8947 2729

MELBOURNE T 03 9390 7302

matt white all over

Back cover

5mm spine

GF

R M

AS

TE

RS

OF

WA

TE

R

curved diecut on front flap to reveal green from inside panel

LOREM IPSUM LOREM IPSUM


Signs

GFR BRAND GUIDELINES CHAPTER 4 - SIGNAGEBUILDING UTILITY SIGNS


Display banners

GFR BRAND GUIDELINES CHAPTER 3 - MARKETING COLLATERALDISPLAY BANNERS

top third

middle third

bottom third


Pylon signs

GFR BRAND GUIDELINES CHAPTER 4 - SIGNAGESIGNAGE

top third

middle third

bottom third


Free standing signs

GFR BRAND GUIDELINES CHAPTER 4 - SIGNAGESIGNAGE

top third

middle third

bottom third


Address stickers

GFR BRAND GUIDELINES CHAPTER 6 - STATIONERYSTATIONERY

8 ARTELLO BAY ROAD MIDVALE WA 6056 T 9250 2944 www.gfr.com.au

Attention: Kim D’Alton Tangelo Creative 15 Phillimore Street Fremantle WA 6160

Preprinted DL adhesive backed 210mm x 95mm overprinted by user from Word template


Despatch stickers


TO :

POSTCODE:

ATTENTION OF :

FROM :

CONTENTS :

DATE: / / WEIGHT kg : No. PARCELS:

HEAD OFFICE8 ARTELLO BAY ROADMIDVALE WA 6056

T + 61 8 9250 2944F + 61 8 9250 2945

FREECALL: 1800 199 176

www.gfr.com.au

TOM PRICET 08 9198 1166

NORTHERN TERRITORYT 08 8947 2729

MELBOURNET 03 9390 7302

210mm x 148mm adhesive backed stickers on a roll


Packing tape


47mm


Valve labels

GFR BRAND GUIDELINES CHAPTER 10 - PRODUCT BRANDINGVALVE LABELS

VENT MASTER HR HIGH POINT VENT

MODEL AV100084 SERIAL No.

MAX PRESS/TEMP 1600kPa @ 60 C

T: 1800 199 176 Email: [email protected] W: www.gfr.com.au

PATENT PENDING


Metal asset labels

GFR BRAND GUIDELINES CHAPTER 10 - PRODUCT BRANDINGVALVE LABELS

1234


GFR BRAND GUIDELINES CHAPTER 10 - PRODUCT BRANDINGWATER TANKS

Water/storage/treatment tanks


HARD HATS GFR BRAND GUIDELINES CHAPTER 11 - PPE WORKWEAR & UNIFORMS

Hard Hats

GFR Machinery, Equipment & Light Vehicle Branding Guide: Version 1.1 March 2012


GFR BRAND GUIDELINES CHAPTER 12 - MACHINERY & EQUIPMENTMACHINERY & EQUIPMENT

Introduction

NOTE: This is intended as a guide for the signage contractor to apply the GFR logo to different types of machinery and equipment. Sizing of the logo is indicated visually on the following mock ups but will be the responsibility of the contractor to best fit the logo to the space without distorting proportions in any way, shape or form.

Light vehicles

All GFR light vehicles are white. The full colour version of the logo with the tagline and freecall number is to be used on all light vehicles. Where possible, the condensed version of the logo A is to be used. C is to be used across vehicle tailgates. We recommend no messaging on the side panels.

Machinery & Equipment

GFR machinery and equipment is branded in black or white. This caters for the different coloured GFR machinery and equipment. Black logo versions are recommended for the majority of machinery and equipment including light coloured surfaces of yellow and orange. Dark blue and red coloured surfaces should use the white versions of the logo.

Where possible, the condensed versions of the logo are used. If the available area on the equipment is more rectangle, the landscape version can to be used. Doors on cabs should if possible use logo version I or J with the full tagline and freecall number.

A stencil version of the logo in both condensed and landscape without the tagline and freeecall number is available in two sizes for branding miscellaneous equipment or water storage tanks. The preferred ink colour is black.

Rear panels carry, where possible, the black landscape logo and freecall number, logo file M.



All GFR light vehicles are white. The full colour version of the logo with the tagline and freecall number is to be used on all light vehicles.

Where possible, the condensed version of the logo A is to be used.

C is to be used across vehicle tailgates.

We recommend no messaging on the side panels.

Logo files for light vehicles

A

B

C

D

GFR_COL_CON_FC.eps

GFR_COL_LS_FC.eps

GFR_FULLCOL_FC.eps

GFR_LANDSCAPE_WHITE.eps



Crew cab ute

A

C

GFR_COL_CON_FC.eps

GFR_FULLCOL_FC.eps



Workshop utility

B

C

GFR_COL_LS_FC.eps

GFR_FULLCOL_FC.eps


GFR BRAND GUIDELINES CHAPTER 12 - MACHINERY & EQUIPMENTMACHINERY & EQUIPMENT GFR BRAND GUIDELINES CHAPTER 13 - LIGHT VEHICLES

Isuzu crew cab truck

B

C

F

GFR_COL_LS_FC.eps

GFR_FULLCOL_FC.eps




Box trailer

A B KFILE:



Logo file types for machinery & equipment

E

F

G

H

GFR_LANDSCAPE_BLACK.eps


GFR_CONDENSED_BLACK.eps

GFR_CONDENSED_WHITE.eps



Logo file types for machinery & equipment cont

I

J

GFR_BLACK_CON_FC.eps

GFR_WHITE_CON_FC.eps

FC stands for freecall number




K

L

M

GFR_BLACK_LS_FC.eps

GFR_WHITE_LS_FC.eps

GFR_BLACK_LFC.eps




N

O

GFR_COND_STENCIL.eps

GFR_LS_STENCIL.eps



Hyundai Excavator ECR 210

F GEFILE:



Volvo Excavator ECR 88

F GEFILE:



Cat 930 Loader

EFILE:



Volvo L60F Loader

EFILE:



Cat Backhoe

GEFILE:



Case backhoe

EFILE:



Vermeer trencher

F G HFILE:



Telehandler 4.7

E K LFILE:



Telehandler 70.10

E L MFILE:



Franna crane

E FFILE:



Thermal welders - tracstar welder

GFILE:



Thermal welder - generator L hand

GFILE:



Thermal welders - butt welder

GFFILE:



Fuel trailers

MEFILE:



Pipe trailers

M GFILE:

70mm tape width60mm height on logo symbol

5mm clearance above and below to edge of tape



Tool trailers

K MFILE:



Gen sets

HFILE:



Gen sets

IFILE:



Mixer

HFILE:



Skid steer loaders

GFILE:



Nissan forklift

GFILE:



Containers

Note: Black vinyl/print applied to hiviz panel then attached to container.

IFILE:



Equipment case

OFILE:



Miscellaneous equipment

OFILE:



Power wedge

EFILE:



GFILE:

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