hino brand visual design manual v1 - hino · pdf file1-1 list of basic design elements the...

HINO BRAND VISUAL DESIGN MANUAL V1.3e

Introduction

Each basic element in communications, such as the corporate logomark and brand colors, contributes to building brand and plays a vital role in creating trust and preference in the market.

In the “HINO BRAND VISUAL DESIGN MANUAL” these basic elements are defined and their usage systemized based on the brand image that we want to build.

This manual presents the basic framework for the HINO brand, and it has been created in order to maintain a consistent brand image and quality when developing a design and to create a cumulative effect when building the brand image.

Make sure you have grasped the principles of the manual, and ensure that the development of all visual communications is performed with suitable control and management so that the brand image is not compromised in any way.

This manual may be updated periodically when new content is added, so always make sure to use the latest version.

If you have any questions about the manual, or if problems arise that you cannot solve, such as the application or development of a design that goes beyond the parameters set forth in this manual, always consult with the contact given below. Never try to solve the problem on your own.

September 2009Hino Motors, Ltd.Corporate Planning Division

1BASIC DESIGN SYSTEM

Table of Contents

BASIC DESIGN SYSTEM

Introduction

1-1

1-2

1-3

1-4

1-5

1-6

1-7

1-8

1-9

1-10

1-11

1-12

1-13

1-14

1-15

1-16

1-17

1-18

1-19

1-20

1-21

1-22

List of Basic Design Elements

Types of Logomarks

Corporate Logomark

Clear Space (Corporate Logomark)

Minimum Size (Corporate Logomark)

Prohibited Usage (Corporate Logomark)

Marketing Communication Logomark

Clear Space (Marketing Communication Logomark)

Minimum Size (Marketing Communication Logomark)

Prohibited Usage (Marketing Communication Logomark)

Electronic Media Logomark (Web & PowerPoint)

Signage Logomark

Prohibited Usage (Electronic Media & Signage Logomark)

Special Exception Symbol Mark

Logomark Display Colors & Its Priority

Brand Colors

Sub Colors

Color Control

Typeface

Official Corporate Name Logotype

Official corporate name logotype and corporate logomark combinations

Official corporate name logotype and marketing communication logomark combinations

1-1 List of Basic Design Elements

The HINO brand is composed of the basic design elements shown below. Please use these basic design elements properly and according to the rules of usage described in the following pages to create a preferable image for the HINO brand.

Electronic Media & Signage Logomark


Corporate Logomark

Official Corporate Name Logotype

HelveticaABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890.,*/+-&%( )!?

Typeface

Brand Colors

1-2 Types of Logomarks


Electronic Media & Signage Logomark Logotype

Symbol Mark 2

Corporate Logomark Symbol Mark 1

To be used in official corporate applications only.

Examples of applications: - Stationery (Business cards, envelopes, letterheads, etc.)- Corporate vehicles- Uniforms (including headwear)

To be used on all marketing tools, including products.

Examples of applications:- Product catalogs, posters- DM- Advertising (magazines, newspapers and TV)- PR magazines- Promotional materials (paper bags, giveaways for events)- Corporate brochures, CSR reports

To be used only on the applications listed below.

Applications: - Electronic media (web, PowerPoint) - Signage

* This logomark should not be used in applications other than electronic media and signage.

The symbolmark should not be used alone except in the following case:

- Corporate flag

The symbol mark should not be used alone except in the following cases:

- Product emblem- Corporate emblem

“HINO” logotype should not be used alone except in the following cases:

- Product names / logomark- Logomark of authorized group companies- Cover title of marketing collaterals- Printed or knitted onto fabric materials including jackets and towels, etc. (Only when the “H” symbol mark is difficult to reproduce.)

List of Logomarks and Ranges of Use

1-3 Corporate Logomark

HINO’s corporate logomark is intended both to conjure up an image of the sun rising from over the horizon (i.e., a sunrise) and to symbolize the ‘H’ of ‘HINO.’In principle, the primary logomark must be used. The secondary logomark may be used only if space and other constraints make reproduction difficult. The “H” symbol mark should not be used alone except in special situations. Always use this together with the “HINO” logotype.

Range of Use: Official corporate applications only.

Examples of Applications: Stationery (business cards, envelopes, letterheads, etc.), corporate vehicles, uniforms (including headwear)

*Always make sure to use the authorized logomark data.

Primary

Secondary

Clear Space (Corporate Logomark)1-4

Primary

Secondary

0.2A 0.2A

Standard Value A = 1

0.2A

0.2A


0.3A

0.3A

0.3A 0.3A

To maximize impact, ensure that plenty of clear space is left around the corporate logomark and no other graphic elements are displayed in this space. The clear space increases the prominence and recognition of the corporate logomark, as well as contributes to building brand awareness.

Prohibited Usage: See examples of prohibited usage for incorrect usage of clear space.

1-5 Minimum Size (Corporate Logomark)

10mm

20mm

The minimum size of the corporate logomark prevents it from being distorted when used small. To ensure that the corporate logomark is prominent and clearly visible, never produce it below the minimum size shown here.

1-6 Prohibited Usage (Corporate Logomark)

When each element is displayed correctly, the corporate logomark is an effective tool for giving people the right image of the brand. Incorrect use of the corporate logomark not only ruins the consistency of the image but also diminishes the value of the brand image. The following are examples of incorrect use of the corporate logomark, and such ways of showing it are prohibited

HINO

Do not use the symbol mark alone, except in special situations.

Do not expand the letter spacing in the logotype.

Do not alter the logomark’s color.

Do not narrow the letter spacing in the logotype.

Do not use the previous version of the logomark. (Do not align the logotype to bottom.)

Do not alter the positions of the symbol mark and logotype.

Do not alter the size relationship of the symbol mark or logotype.

Do not change the typeface used in the logomark.

Do not outline the logotype. Do not apply gradation. Do not alter the aspect ratio.

Do not make the logomark appear three dimensional.

Do not bend the logomark. Do not slant the logomark. Do not rotate the logomark.


HML

Spirits

Do not use the logotype other than “HINO.”

Do not enclose the logotype in a containing shape.

Do not enclose the logomark in a containing shape.


Do not reposition the logotype to lock it up with other wording.

Do not place the logomark on a color background that does not suit the brand image.

Do not place the logomark in other colors rather than white on a darker background.

Do not paint inside the "H" symbol mark with white.

Do not use the logomark with inappropriate resolutions.

Do not layout other elements within the clear space.

Do not place the logomark on a pattern or texture that decreases legibility.

Do not place the logomark on a photographic background that decreases legibility.

Do not rotate the logomark. Do not alter the lock-up of the symbol mark and logotype.

Do not alter the lock-up of the symbol mark and logotype.



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Do not use the logomark as part of a sentence or headline.

Do not put the shadow behind the logomark.

Do not shade or texture the logomark.

Do not place any design elements such as sentences on the logomark.

Do not make the logomark transparent / semi-transparent.

1-7 Marketing Communication Logomark

In principle, primary logomark should be used for HINO’s all marketing communications. The secondary logomark may be used only if space and other constraints make reproduction difficult. The “H” symbol mark should not be used alone except in special situations. Always use this together with the “HINO” logotype.

Range of Use: All marketing tools, including products.

Examples of Applications: Product catalogs, posters, DM, advertising (magazines, newspapers and TV), PR magazines, promotional materials (paper bags, giveaways for events), corporate brochures, CSR reports


Primary

Secondary

1-8 Clear Space (Marketing Communication Logomark)

To maximize impact, ensure that plenty of clear space is left around the marketing communication logomark and no other graphic elements are displayed in this space. The clear space increases the prominence and recognition of the marketing communication logomark, as well as contributes to building brand awareness.

Prohibited Usage: See examples of prohibited usage for incorrect usage of clear space.

Primary

Secondary

0.2A 0.2A


0.2A

0.2A


0.3A

0.3A

0.3A 0.3A

1-9 Minimum Size (Marketing Communication Logomark)

The minimum size of the marketing communication logomark prevents it from being distorted when used small. To ensure that the marketing communication logomark is prominent and clearly visible, never produce it below the minimum size shown here.

15mm

25mm

* Note: The minimum size of the marketing communication logomark is different from the minimum size of the corporate logomark.

1-10 When each element is displayed correctly, the marketing communication logomark is an effective tool for giving people the right image of the brand. Incorrect use of the marketing communication logomark not only ruins the consistency of the image but also diminishes the value of the brand image. The following are examples of incorrect use of the marketing communication logomark, and such ways of showing it are prohibited.

HINO

Do not use the symbol mark alone, except in special situations.


Do not alter the logomark’s color. Never produce the logomark in gold.


Do not use the previous version of the logomark. (Do not align the logotype to bottom.)








1-10

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Do not produce the logomark in solid-silver. (Except silver stamping / embossing)

Do not create a totally-new logomark with a metallic tone.


Do not use the symbol mark and logotype that have been cut out of a product.


Do not use the logomark with inappropriate resolutions.

Do not layout other elements within the clear space.

Do not place the logomark on a pattern or texture that decreases legibility.

Do not rotate the logomark. Do not alter the lock-up of the symbol mark and logotype.


Do not lock up the silver symbol mark with black or red logotype.

Do not place the logomark on a photographic background that decreases legibility.


Do not shade or texture the logomark.

Do not place any design elements such as sentences on the logomark.


1-10 Prohibited Usage (Marketing Communication Logomark)


Do not make the logomark transparent / semi-transparent.


Electronic Media Logomark (Web & PowerPoint)1-11 Electronic media logomark should be used only for web and PowerPoint. Other usage is strictly prohibited. Always use this square-shaped logomark. The rectangular-shaped logomark and 3D chrome logomark cannot be used because these can be used only for signage.


Signage Logomark1-12

Vertical

Horizontal

Signage logomark should be used only for signage. Other usage is strictly prohibited. There are four types of signage logomarks: 1) 2D White / Vertical, 2) 3D Chrome / Vertical, 3) 2D White / Horizontal, 4) 3D Chrome / Horizontal. Always use one of these logomarks depending on the situation.

*Always make sure to use the authorized logomark data. *For further details on usage, please refer to the “UNIFIED SIGNAGE MANUAL.”

2D White 3D Chrome

2D White

3D Chrome

1-13 Prohibited Usage (Electronic Media & Signage Logomark)

When each element is displayed correctly, the electronic media & signage logomark are effective tools for giving people the right image of the brand. Incorrect use of the electronic media & signage logomark not only ruins the consistency of the image, but also diminishes the value of the brand image. The following are examples of incorrect use of the electronic media & signage logomark, and such ways of showing it are prohibited.

HINO

Do not use the symbol mark alone. Do not alter the logomark’s color. Do not alter the lock-up of the symbol mark and logotype. (Do not align the logotype to bottom.)









1-13 Prohibited Usage (Electronic Media & Signage Logomark)


HML

Do not alter the color of the logomark.

Do not trim off the logomark. Do not use the logomark with inappropriate resolutions.

Do not layout other elements in the logomark.

Do not place the logomark on a red background.

Do not place the logomark on a pattern or texture.

Do not place the logomark on a photographic background.



Do not combine the 2D white logotype and the 3D chrome symbol mark.




1-14 Special Exception Symbol Mark

In addition to its corporate logomark, marketing communication logomark, and electronic media & signage logomark, HINO provides three other special exception symbol marks and logotypes described below. In principle, these marks should not be used except in special situations. These marks can be used only in situations approved by Hino Motors, Ltd. Please refer to the range of use below when using.

Special Exception Symbol Mark Range of Use

The symbol mark should not be used alone except in the following case:

- Corporate flag

Clear Space Minimum Size

“HINO” logotype should not be used alone except in the following cases:

- Product names / logomark - Logomark of authorized group companies - Cover title of marketing collaterals - Printed or knitted onto fabric materials including jackets and towels, etc. (Only when the “H symbol mark is difficult to reproduce.)

10mm

The symbol mark should not be used alone except in the following cases:

- Product emblem- Corporate emblem

10mm

14mm

* Standard Value A = 1

0.1A0.1A

A

0.1A

0.1A

0.1A0.1A

A

0.1A

0.1A



0.3A

A

0.3A

0.3A

0.3A

1-15 Logomark Display Colors & Its Priority

Priority 1

Priority 2

Priority 3

Corporate LogomarkMarketing Communication

Logomark Electronic Media Logomark Signage Logomark

Always make sure that the logomark is clearly expressed with sufficient contrast.

Corporate Logomark: In color publications, always use the color version (Priority 1). The black version (Priority 2) should be used only in black and white / one color printed publications, such as newspaper ads. The red version (Priority 3) should only be used if the black version of the logomark cannot be used in one color printed publications. This logomark may never be expressed in gold.

Marketing Communication Logomark: This logomark must be expressed only as the authorized data (Priority 1).

Electronic Media Logomark: This logomark must be expressed only in color (Priority 1).

Signage Logomark: This logomark must be expressed only in color — 3D Chrome or 2D White version (Priority 1).

* The percentages for CMYK, RGB, and Web are the closest numbers to match with Pantone color.

Silver

HINO Red

1-16 Brand Colors

The brand colors are designed to communicate the HINO brand image through colors. These colors will be used as the basic colors when displaying the logomarks and designing various communication materials in order to obtain a unified brand image. HINO’s brand colors are red, black and silver.

Reproduction: Always use color chips to ensure accurate reproduction, and perform a sufficient color proof to achieve the closest match to the specified colors. If you are using a special material for which it is hard to reproduce the right color, or you cannot use spot colors (Pantone), always use the percentage breakdowns specified here to achieve the closest match to color chips.

HINO Black

Pantone 185CDIC156C0 M100 Y100 K0 (for print) R227 G0 B7 (for screen)#E60012 (for web)

Pantone Process Black C DIC G-270C0 M0 Y0 K100 (for print) R0 G0 B0 (for screen)#0000000 (for web)

- Please use provided logo data.- Please use this silver for 3D signage.

1-17 Sub Colors

The sub colors have been designed to complement the brand colors and to reinforce our brand image. Also, they play a role in providing contiguity of the view of the world in HINO’s visual communications.

The five secondary colors shown here have all been chosen to support our brand colors. The sub-colors may be used where necessary, for example when making communication materials.

Reproduction: Always use color chips to ensure accurate reproduction, and perform a sufficient color proof to achieve the closest match to the specified colors. If you are using a special material for which it is hard to reproduce the right color, or you cannot use spot colors (Pantone), always use the percentage breakdowns specified here to achieve the closest match to color chips.

WhiteC 0 M 0 Y 0 K 0R255 G255 B255#000000 (for web)

Pantone Cool Gray 2CDIC G-257C0 M0 Y0 K10 (for print)R241 G242 B235 (for screen)#DCDDDD (for web)

Pantone Cool Gray 3CDIC G-258C0 M0 Y0 K20 (for print)R228 G227 B218 (for screen)#CCCCCC (for web)

Pantone Cool Gray 5CDIC G-260C 0 M 0 Y 0 K35 (for print)R205 G204 B196 (for screen)#888888 (for web)

Pantone Cool Gray 8CDIC G-263 C 0 M 0 Y 0 K60 (for print)R156 G153 B154 (for screen)#666666 (for web)

* The percentages for CMYK, RGB, and Web are the closest numbers to match with Pantone color.

Color Control

(corporate logomark: for full color displays) 1-18 Shown here are the guidelines for the placing of the corporate logomark against various background colors in full color displays.

In principle, the logomark should be placed against a white background color on which it can be clearly recognized. If it is difficult

to display the logomark on a white background color due to the media, materials, or designs, backgrounds of achromatic (gray or

black) or red group colors are acceptable. In such cases, refer to the following chart, and depending on the background color,

display the symbol mark and logotype in white.

Because chromatic colors other than red are not HINO brand colors, their use as a background color is not recommended unless

absolutely unavoidable.

100%

(White)

0%

(Black)

90%

80%

70%

60%

50%

40%

30%

20%

10%

Brightness

These background colors

are acceptable

if it is difficult to use white.

In principle,

use this background color.

(White)


are not recommended

unless absolutely unavoidable.

Achromatic colors Chromatic colors

Gray group Red group Yellow group Green group Blue group Purple group Magenta group



1-18

100%

(White)

0%

(Black)

90%

80%

70%

60%

50%

40%

30%

20%

10%

Brightness

Color Control

(corporate logomark: for one color display)

Shown here are the guidelines for the placing of the corporate logomark against various background colors in one color display.

In principle, a logomark in black or red should be placed against a white background color on which it can be clearly recognized.

If it is difficult to display the logomark on a white background color due to the media, materials, or designs, backgrounds of

achromatic (gray or black) or red group colors are acceptable. In such cases, refer to the following chart, and depending on the

background color, display the symbol mark and logotype in white.

Because chromatic colors other than red are not HINO brand colors, their use as the logomark color or background color is not

recommended unless absolutely unavoidable.

These logomark and background

colors are acceptable if it is difficult

to use a white background color.

These logomark and background

colors are not recommended


In principle, use these logomark

and background colors.



1-18

100%

(White)

0%

(Black)

90%

80%

70%

60%

50%

40%

30%

20%

10%

Brightness

Color Control

(marketing communication logomark)

Shown here are the guidelines for placing the marketing communication logomark against various background colors.

In principle, the logomark should be placed against a white or black background, or a HINO Red (HINO brand color) background

color on which it can be clearly recognized. If it is difficult to display the logomark on a white, black, or HINO Red background

color due to the media, materials, or designs, backgrounds of achromatic (gray) or red group colors other than HINO Red are

acceptable.

Because chromatic colors other than red are not HINO brand colors, their use as a background color is not recommended unless

absolutely unavoidable.

These background colors are

acceptable if it is difficult to

use white, black, or HINO Red.

In principle, use these

background colors.

(White, black, HINO Red)


are not recommended


Background Corporate logomark Marketing communication

logomark

Bright

photograph

Reddish

photograph

Bluish

photograph

Dark

photograph

Cluttered

photograph

1-18 Color Control

(for displaying the logomark against a photograph)

To display the logomark against a photograph, choose an uncluttered area of the photograph so that the logomark can be clearly

recognized.

For the corporate logomark, refer to the following chart and display the symbol mark or logotype in white depending on the

lightness or color tone of the background photograph. The marketing communication logomark has been adjusted so that it can

be recognized on backgrounds of any lightness or color tone so do not modify the lightness, color tone, or contrast of the

logomark itself.

Prohibited usage: Neither the corporate logomark nor marketing communication logomark may be displayed against a cluttered

photograph that may impair their visibility.

1-19 Typeface

Primary Typeface

Helvetica Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890.,*/+-&%( )!?

Helvetica Regular


Helvetica Bold


Helvetica Black


Secondary Typeface

Arial Regular


Arial Bold


Arial Black


The typeface has been determined in order to maintain a consistent image for all communications. Always use the corporate typeface in all our communication materials that are related to building our brand image. The typeface that we have chosen to use for English is the Helvetica family. As for the weight of the typeface, make sure to select appropriate styles based on careful consideration of the meaning of the message, its aims and usage.

Secondary Typeface: For the secondary typeface, the Arial family may be used, and this is only to be used as the alternative typeface for situations where the “Helvetica family” cannot be used in Microsoft PowerPoint or Word, on websites, or other such situations.

* If English is not your first language and you cannot find Helvetica / Arial family in your language, please select a typeface that is similar to the Helvetica / Arial family.

* Never use Arial Narrow.

1-20 Official Corporate Name Logotype

This is the logotype designed to show the corporate name in the same way on all communications. When showing the corporate name, always use this logotype.

Reproduction: The letters and characters are carefully positioned to achieve optimum balance. Always make sure to use the authorized artwork data.

Writing the corporate name in a sentence: Never use the corporate logotype in a sentence.


1-21

Make sure that the official corporate name logotype does not encroach

on the clear space of the corporate logomark (See 1-4).

Make sure the heights of the official corporate name logotype and corporate logomark are the same.

The symbol mark without the “HINO” logotype may not

be combined with the official corporate name logotype.

The horizontal corporate logomark may not be

combined with the official corporate name logotype.

The height of the corporate logomark may not be

smaller than the official corporate name logotype.

The height of the corporate logomark may be

greater than the official corporate name logotype.

Prohibited usage

When using the official corporate name logotype and corporate logomark in combination, it is important to

arrange them in a way that their size relationships and positions are well balanced, and both can be equally

and correctly recognized as shown above.

The following are examples of prohibited usages. Make sure they are not used in these ways.

Refer to the following examples for size relationships and positions when using the official corporate name logotype

and corporate logomark in combination.

Official corporate name logotype

and corporate logomark combinations

Make sure that the official corporate name logotype does not encroach on the clear space

of the marketing communication logomark (See 1-8).

Make sure the heights of the official corporate name logotype and marketing communication logomark are the same.

1-22 Refer to the following examples for size relationships and positions when using the official corporate name logotype

and marketing communication logomark in combination.

Official corporate name logotype and

marketing communication logomark combinations

Prohibited usage

When using the official corporate name logotype and marketing communication logomark in combination, it is

important to arrange them in a way that their size relationships and positions are well balanced, and both can

be equally and correctly recognized as shown above.

The following are examples of prohibited usages. Make sure they are not used in these ways.

The symbol mark without the “HINO” logotype may not

be combined with the official corporate name logotype.

The horizontal marketing communication logomark may

not be combined with the official corporate name logotype.

The height of the marketing communication logomark may

not be smaller than the official corporate name logotype.

The height of the marketing communication logomark

may be greater than the official corporate name logotype.

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