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Page 1: Invensys Brand Guide Summary

Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0

Invensys brand guidelines–summary version

Page 2: Invensys Brand Guide Summary

Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0

Introduction

Welcome…Welcome to the Invensys brand guidelines. The Invensys brand is an

increasingly important asset in an increasingly competitive world. These

guidelines are for those responsible for managing and building the

Invensys brand.

These guidelines provide information about the overall brand framework,

basic elements and messaging. The Invensys basic elements cover the

brand mark, colour, typography, imagery, supporting graphic devices

and composition. They describe how these elements come together to

create a look and feel that is uniquely Invensys.

The guidelines are an important tool in ensuring that the Invensys

brand is presented and expressed correctly and consistently across

all applications.

Your help in doing this is invaluable and will help to build an even

stronger Invensys brand now and for the future.

Thank you.

Page 3: Invensys Brand Guide Summary

Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0

Sections

1.00 Brand framework 2.00 Basic elements 3.00 Messaging

Note: 1. Within the Adobe® Acrobat® toolbar, use the ‘zoom in

tool’ icon to zoom in on elements on a page if necessary.

2. To enable Adobe Acrobat® to display vector graphics as well as

possible, please ensure the following: in Adobe Acrobat go to

Acrobat: Preferences: Page Display. Under ‘Smooth text’, ensure

that ‘Smooth Line Art’ is ticked, along with the three other tick

boxes. This will produce a much better result on screen.

3. The colours shown throughout these electronic guidelines are

not accurate as different computer monitors will display colour

differently. The same applies to different colour printers.

4. Throughout these guidelines, all dimensions are given

in millimetres (mm) unless specified otherwise.

Page 4: Invensys Brand Guide Summary

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1.00 Brand framework

Page 5: Invensys Brand Guide Summary

Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0

Our ambition for the company

1.01 Brand framework The Invensys vision

“An integrated, cohesive, sustainable and high-performing organisation.”

Invensys brand story

In September 2008, we began a journey to reposition

Invensys and build a strong brand for the future – a brand

that positions Invensys as an unquestioned leader where

the total is greater than the sum of the parts.

Our brand, outlined in these guidelines, is a powerful

expression of who we are and who we want to be. It is

based on our belief in the power of our open approach

and is a reflection of our culture, our values

and the benefit we bring our clients.

It is the reflection of our ambition to become a

cohesive, integrated organisation, built on our shared

values, shared knowledge and a core technology

platform across our entire organisation.

It is an integral element in helping us complete our

journey from being seen as an engineering and

manufacturing company, to being seen as a customer-

centric solutions provider renowned for technology

and software solutions.

By using these guidelines whenever we develop our

communications, we can ensure that we reinforce a

consistent and cohesive brand across the organisation

and across the world. In doing so, we will build a world-

class, global brand that will help us compete on a

global scale.

Page 6: Invensys Brand Guide Summary

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1.02 Brand framework Visual Brand Driver

An Open ApproachInvensys believes the real key to maximising potential ultimately lies in

an open approach.

This belief shapes:

• The way we work

• Our mindset and approach

• The solutions, technologies and products we develop with our clients

Our unwavering commitment to transparency and collaboration, underpinned by

our flawless execution, gives our clients the clarity and control they need to meet the

challenges they face. As the unquestioned leader in providing industries with open

thinking and open technologies, Invensys provides clients with the ability to move

ahead with agility and confidence.

Brand values Innovation Integrity Agility Courage Meritocracy

Visual Brand Driver

Verbal Brand Driver

Page 7: Invensys Brand Guide Summary

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1.03 Brand framework How we go to market

Dolphin Dynsim Futur Westlock Westcad

Wonderware

Avantis Triconex

ArchestrA

ArchestrA

Westinghouse

Dimetronic

SafetranEurotherm Foxboro Continental

IMServ

InFusion

Colman

SimSci-Esscor Chessell

Corporate brand

Divisions

Integrated back office

Divisions

Face-to-market and support services

Portfolio brands

Product brands

Page 8: Invensys Brand Guide Summary

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2.00 Basic elements

Page 9: Invensys Brand Guide Summary

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2.03 Brand mark

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Figure 1. The Invensys brand mark.

Figure 2. The Invensys small size brand mark.

The Invensys brand mark

Here is the Invensys brand mark, it has been specially

created for Invensys and exists as a unique set of

master artworks.

The Invensys small size brand mark

A small size version of the Invensys brand mark is also

available. See Figure 2. Please see page 2.09 for more

detailed information about the small size version.

Trademark and registered symbols

Although not shown on this page, there are versions of

the Invensys brand mark that carry the ™ symbol and

2.04 Basic elements Brand mark: terminology

another that carries the ® symbol. These are shown on

page 2.09. Please consult your legal department for when

to use these versions as usage may vary from region

to region.

All the principles described throughout these guidelines

that apply to the standard Invensys brand mark also

apply to the versions that carry ™ and ® symbols unless

specified otherwise.

Master artworks

The brand mark should only be reproduced from

master artworks and should not be redrawn or altered

in any way. The master artworks are available in various

electronic formats, for both Mac and PC, and are available

from Invensys Corporate Marketing.

Writing Invensys in text

When writing Invensys in text, it should be written

as in this sentence, with an initial capital letter at the start

of the word. Do not use all capital or all lower case letters

when writing Invensys.

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2.05 Basic elements Brand mark: colourways: primary colours

Brand mark colours

There are only three colours for the Invensys brand mark

itself which are Invensys Green, black and white. These

colours are used only on particular backgrounds as shown

in Figure 3.

For more information about Invensys corporate

colours see pages 2.15-2.18.

The background colours shown in Figure 3 are Invensys

primary colours only. For more detailed information

about use on other backgrounds see page 2.06. The Invensys brand mark should be coloured Invensys

Green on a light-coloured background on all applications

wherever possible. When Invensys Green is not available, then the brand

mark should be coloured black or white, e.g. when the

number of colours are restricted on black and white

newspaper advertisements.

Figure 3. The Invensys brand mark used on Invensys primary colour backgrounds.

Pri

mar

y co

lou

r b

ackg

rou

nd

s

Invensys Grey 3

Invensys Grey 2

Invensys Grey 1

White

Black

Invensys Green

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2.07 Basic elements Brand mark: clear space area

Invensys brand mark minimum clear space area

To ensure prominence and legibility, the Invensys brand

mark is always surrounded by an area of clear space which

remains free of other elements, such as type and imagery.

The minimum area of clear space, shown in Figure 5,

is illustrated by a dotted rectangular box containing

the Invensys brand mark. This box does not print. Its

construction is based on multiples of ‘n’ from the Invensys

brand mark. This clear space area is a minimum and

should be increased wherever possible. When using the

Invensys brand mark that carries the Trademark ™ or

Registered ® symbol, the minimum clear space follows the

same principles.

Reduced minimum clear space

For exceptional applications, the minimum clear space

area can be reduced to 1.5 n. This is an exception and

should always be approved by Invensys Corporate

Marketing.

Note: The master artworks have a clear space box built

into the artwork file to help with maintaining the clear

space when designing with the brand mark. This box

does not print.

2 and a half Ns all aroundN =

Brand mark clear space exception:For signs and web

1 and a half N all aroundN =

Figure 5. The Invensys brand mark with minimum clear space area.

n

2.5 n

2.5 n

2.5 n2.5 n

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Brand mark alignment points

There are four main alignment points for the Invensys

brand mark, as shown in Figure 6.

They should be used when aligning other graphic

elements, such as type and imagery, with the Invensys

brand mark. By using these alignment points it helps to

create consistent alignment and a better visual balance

between the Invensys brand mark and the other

graphic elements.

Figure 6. Alignment points on the Invensys brand mark.

2.08 Basic elements Brand mark: alignment points

1. Align with the left-hand edge of the stem of the

letter ‘i’.

2. Align with the right-hand edge of the bowl of

the letter ‘s’.

3. Align with the baseline of the Invensys brand mark.

4. Align with the x-height of the Invensys brand mark.

1 2

3

4

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2.09 Basic elements Brand mark: measuring and minimum size

How to size the Invensys brand mark

To specify the size of the Invensys brand mark measure

across the dimension shown in Figure 7.

The brand mark can be enlarged or reduced in size.

The standard Invensys brand mark does not have a

maximum size, although it does have a minimum, as

shown in Figure 8.

Small size brand mark

For applications where a brand mark is required at a

small size (below 30mm) a small size brand mark has been

created. Its size range is from 30mm down to 20mm.

Measure bar

Whenever possible, depending on the digital file format,

brand marks have a measure bar built into the master

artwork to make measuring the brand mark easier. The

measure bar itself does not print.

Always ensure that the brand mark is scaled

in proportion and is not distorted in any way.

Minimum sizes

There are fixed minimum sizes for each of the Invensys

brand marks, 30mm for the standard brand mark with

or without a legal symbol and 20mm for the small size

brand mark with or without a legal symbol. These sizes

have been determined to ensure maximum clarity for all

elements at small sizes.

Measure across this dimension to specify the size

30mm

30mm

20mm

20mm

Figure 7. Specifying the size of the Invensys brand mark.

Figure 8. The minimum sizes of the Invensys brand mark and small size brand marks.

Minimum size of the standard Invensys brand mark when using a legal symbol

Minimum size of the standard Invensys brand mark

Minimum size of the small size Invensys brand mark

Minimum size of the small size Invensys brand mark when used with a legal symbol

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Figure 9. Positioning the Invensys brand mark.

2.10 Basic elements Brand mark: position on applications

Asymmetric compositions

The Invensys visual identity uses asymmetric

compositions to add dynamism and modernity. This

approach also applies to the positioning of the Invensys

brand mark on applications.

Invensys brand mark positioning

When applying the Invensys brand mark there are four

positions which could be used (see Figure 9). Positions 1,

2 and 3 are the preferred positions. In some exceptional

circumstances, the Invensys brand mark can be centred

either top or bottom.

If space is seriously restricted, use the minimum

clear space area to position the brand mark.

Position 1: Top left Position 2: Top right

Position 3: Bottom right Position 4: Bottom left

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We love services

I n v e n s y s

Do not distort the brand mark. Do not use the brand mark within text.

Do not add any effects.

Do not rotate the brand mark.

Do not use the brand mark as a repeated background pattern.

Do not change the relative positions of the Invensys letters.

Do not outline the Invensys brand mark.

Do not split the brand mark. Do not alter the size or position of any of the elements.

Correct brand mark. Do not use incorrect colours. Do not re-create the brand mark.

Figure 10. Invensys brand mark misuses.

Invensys brand mark misuses

Figure 10 shows some examples of misuses of the

Invensys brand mark. Showing these examples helps

to reinforce our understanding of the correct way

to use the Invensys brand mark.

The Invensys brand mark should always be reproduced

from master artworks. It should never be altered,

redrawn, recoloured or manipulated in any way.

Please ensure that the Invensys brand mark is used

correctly at all times.

2.11 Basic elements Brand mark: misuses

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Invensys brand mark with divisional descriptors

The Invensys brand mark can be used with one of three

divisional descriptors as shown in Figure 11. These

are used to identify the three business divisions within

Invensys. No other divisional descriptors or names can

be used with the Invensys brand mark in this way. These

versions are provided as Mac Illustrator templates.

Figure 11. Invensys brand marks with descriptors.

2.12 Basic elements Brand mark: divisional descriptors

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How to use

The principles that apply to the standard Invensys brand

mark such as colourways, minimum sizes, etc. apply also

to the versions using the divisional descriptors unless

specified otherwise. The minimum clear space area is

different to the standard Invensys brand mark as shown in

Figure 12.

Creating the Invensys brand mark

with a divisional descriptor

To create a brand mark with a divisinal descriptor, first

size the Invensys brand mark to 60mm, and using the

measure of ‘n’ construct a series of guides which will

help you align the divisional descriptor. The divisional

descriptor type is set in Avenir Next Pro Regular, 12.4pt

with 119 inter-character spacing applied (Adobe®

Illustrator® software). Outline this type and group it with

the Invensys brand mark.

Invensys divisional descriptors in text

Write the Invensys divisional descriptors in the following

way; Invensys Rail, Invensys Controls, Invensys Operations

Management. All use initial capital letters when written

in text.

2.13 Basic elements Brand mark: divisional descriptors cont.

Figure 12. How to construct an Invensys divisional descriptor and minimum clear space area.

Operat ions Management

O p e r a t i o n s M a n a g e m e n t

Operat ions Management

ControlsRai l

n

1.3 n

0.9 n

2.5 n

2.5 n

2.5 n

2.5 n

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2.14 Corporate colours

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Figure 13. The Invensys primary corporate colours and colour balance.

Invensys primary colours

Invensys has six primary corporate colours – white,

Invensys Green, black, Invensys Grey 3, Invensys Grey 2,

and Invensys Grey 1.

These colours are used to give a clean, crisp, light, fresh

appearance. The colours work together well as a set and

also help to differentiate Invensys from its competitors. Please match all colours to the coated Pantone® swatches

irrespective of the paper stock or material used.

White and black

White and black are used primarily for text and

backgrounds.

2.15 Basic elements Corporate colours: primary

Invensys Green

Invensys Green is used only for the Invensys brand mark,

the i-path, smaller graphics and large text headings (see

page 2.25). Invensys Green is not used for smaller-sized

body text or large background areas. Invensys Green

should be used as a highlight colour only.

When corporate colours are used together, the relative

amounts of each colour should match approximately

the colour balance shown in Figure 13 above.

Metallic silver

In addition to the primary colours above, for print

applications a metallic silver ink (Invensys Silver, Pantone

877 C) has been chosen for special uses to replace

Inve

nsy

s G

reen

Bla

ck

Inve

nsy

s G

rey

1

Silv

er

Inve

nsy

s G

rey

2

Inve

nsy

s G

rey

3

Wh

ite

Invensys Grey 2. This metallic silver provides a feeling of

technical precision. This colour should only be used as

an ink in print applications and although we have shown

it here it must not be simulated using gradations or other

techniques.

Tints

When using tints of the corporate colours, please ensure

all colours are specified correctly by referring to Figure 17

on page 2.17.

Note: The colours shown throughout these electronic

guidelines are not accurate colour matches and will vary

on different computer monitors and when output.

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2.18 Basic elements Corporate colours: specification chart

In lieu of the Invensys primary and secondary corporate

colours specified throughout these guidelines, you

may use the Pantone®* colours shown in Figure 18,

the standards for which are shown in the current

edition of the Pantone Color Formula Guide 1000.

Colour swatches

Colour swatches must always be used for matching

when reproducing the corporate colours. The coated

Pantone colours act as the master colour references

to which all other colour specifications should be

matched to.

Colour breakdowns

Shown in Figure 18 are the recommended process colour

breakdowns for the Invensys colours. The process colour

breakdowns are provided as starting points and can be

adjusted to compensate for different paper stocks and

printing processes, etc., in order to match the Pantone

coated colour swatches more accurately.

The RGB and Hex values give the same result

on-screen. RGB values are provided for web

designers, whereas the Hex values are provided

for web programmers.

Colour Pantone® C* Process RGB Hex RAL

Invensys Green Pantone 390 C C:31 M:0 Y:100 K:3 R:195 G:214 B:3 C3D6O3 100-80-80

Orange Pantone 158 C C:0 M:65 Y:95 K:0 R:232 G:117 B:17 E87511 050-60-60

Bright Blue Pantone 306 C C:76 M:0 Y:5 K:0 R:0 G:185 B:228 00B9E4 240-60-35

Dark Green Pantone 347 C C:96 M:0 Y:99 K:0 R:0 G:155 B:72 009B48 150-50-60

Red Pantone 199 C C:0 M:100 Y:69 K:0 R:216 G:28 B:63 D81C3F 030-50-60

Dark Blue Pantone 300 C C:99 M:51 Y:0 K:0 R:0 G:101 B:189 0065BD 260-50-40

Yellow Pantone 130 C C:0 M:35 Y:100 K:0 R:234 G:175 B:15 EAAF0F 080-80-80

Invensys Gray 3 Pantone Cool Gray 9 C:0 M:0 Y:0 K:70 R:116 G:118 B:120 747678 000-50-00

Invensys Gray 2 Pantone Cool Gray 6 C:0 M:0 Y:0 K:40 R:173 G:175 B:175 ADAFAF 000-65-00

Invensys Gray 1 Pantone Cool Gray 1 C:0 M:0 Y:0 K:10 R:224 G:225 B:221 E0E1DD 000-90-00

White – C:0 M:0 Y:0 K:0 R:255 G:255 B:255 FFFFFF 000

Black Pantone Process Black C C:0 M:0 Y:0 K:100 R:0 G:0 B:0 OOOOOO 000-15-00

Silver Pantone 877 C C: – M: – Y: – K: – R:– G:– B:– – –

Colour Pantone® C* Process RGB Hex RAL

Invensys Green Pantone 390 C C:18.5 M:0 Y:100 K:6 R:XXX G:XXX B:XXX XXXXXX XXX-XX-XX

Orange Pantone 158 C C:0 M:61 Y:97 K:0 R:XXX G:XXX B:XXX XXXXXX XXX-XX-XX

Bright Blue Pantone 306 C C:75 M:0 Y:7 K:0 R:XXX G:XXX B:XXX XXXXXX XXX-XX-XX

Dark Green Pantone 347 C C:100 M:0 Y:79 K:8.5 R:XXX G:XXX B:XXX XXXXXX XXX-XX-XX

Red Pantone 199 C C:0 M:100 Y:65 K:0 R:XXX G:XXX B:XXX XXXXXX XXX-XX-XX

Dark Blue Pantone 300 C C:100 M:44 Y:0 K:0 R:XXX G:XXX B:XXX XXXXXX XXX-XX-XX

Yellow Pantone 130 C C:0 M:37 Y:100 K:0 R:255 G:204 B:0 FFCCOO XXX-XX-XX

Invensys Gray 3 Pantone Cool Gray 9 C:X M:X Y:X K:X R:XXX G:XXX B:XXX XXXXXX XXX-XX-XX

Invensys Gray 2 Pantone Cool Gray 4 C:X M:X Y:X K:X R:XXX G:XXX B:XXX XXXXXX XXX-XX-XX

Invensys Gray 1 Pantone Cool Gray 2 C:X M:X Y:X K:X R:XXX G:XXX B:XXX XXXXXX XXX-XX-XX

White – C:0 M:0 Y:0 K:0 R:255 G:255 B:255 FFFFFF 000

Black Pantone 390 C C:0 M:0 Y:0 K:100 R:0 G:0 B:0 OOOOOO XXX-XX-XX

Figure 18. Invensys colour specification chart. The colours shown on this page and throughout these guidelines are not intended to match the Pantone Color Standards. *Pantone® is a registered trademark of Pantone, Inc.

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2.19 Typography

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VerdanaRegularThe quick brown fox jumps over the lazy dog.

Regular ItalicThe quick brown fox jumps over the lazy dog.

BoldThe quick brown fox jumps over the lazy dog.

Bold ItalicThe quick brown fox jumps over the lazy dog.

Figure 23. The Invensys system font Verdana.

Our system font

Verdana is a system font that is pre-installed on most

computers. Verdana is used only for all on-screen and

office-based applications such as the Invensys website,

Microsoft® PowerPoint® and Word®, etc. This ensures

(both internally and externally) that on receipt of any

templates and on viewing websites they can be seen and

used as they were intended without the font defaulting to

a different font.

Verdana is never used in print applications unless

specified otherwise.

2.24 Basic elements Typography: system font

Verdana was chosen from the system fonts as being

closest in appearance to Avenir Next Pro and is also one

of the most legible fonts for on-screen use. Verdana is

available in Regular and Bold weights along with italics

of each weight.

Verdana colourways – headings

On a white background, when Verdana is used in large

sizes, such as headings or secondary headings, it can be

coloured using all of the primary colours; either Invensys

Green, black, white, Invensys Grey 3, Grey 2 or Grey 1.

Verdana colourways – body text

On a white background, when Verdana is used as body

text it can be coloured either black, white, Invensys Grey 3

or Invensys Grey 2.

Note: Verdana should not be used for setting text in print

applications etc., unless specified otherwise. Avenir Next

Pro and Foundry Plek are the Invensys corporate fonts and

should be used wherever possible.

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Invensys typographic styling

Just as important as the choice of corporate font,

is the way in which the type is set.

A distinctive and consistent Invensys typographic style

can be achieved by applying the following typographic

principles wherever possible.

Do set type…

1 With large display headings in Avenir Next Pro Ultra

Light, using sentence case.

2 In sentence case when setting body text (unless

specified otherwise).

3 Using italic for emphasis in preference to heavier

weights (especially within body text).

4 Ranged left in body text (there should not be

word breaks in ranged left setting), while manually

adjusting the text for best results.

5 With plenty of surrounding clear space wherever

possible to help frame the text.

6 With half line paragraph spaces (in preference

to paragraph indents) when space allows it.

7 With generous line spacing.

8 Keeping punctuation to a minimum.

9 With careful character spacing.

2.27 Basic elements typography: styling

10 To optimum measures of 8–12 words per line,

wherever possible.

11 Using true single and double quotation marks (‘,“)

not the default feet and inch marks (',").

12 With dashes that are true en dashes (–) and not

hyphens (-).

13 Using hanging punctuation wherever possible.

14 With great care and sensitivity.

Do not set type…

1 With Text That Use Capital Letters On The First

Letter Of Every Word As Shown Here. X

2 in all lower case letters. X

3 Justified (left and right justified together,

as shown here). X

4 That has been altered, artificially condensed,

e x p a n d e d / s t r e t c h e d in any way. X

5 That uses special effects, such as drop shadows,

, or underlines (unless an underline denotes

a hyperlink), etc. X

6 With excessive additional in tercharac ter space,

or reduced intercharacter space. X

7 To fill all the available white space on a page. X

8 In fonts other than the corporate fonts specified

in these guidelines. X

Adhering to these simple principles will give typographic

consistency across all applications and help to

strengthen recognition of the Invensys identity.

Using text on a background colour

It is important that text is legible against its background

colour. Refer to the table below for recommended colour

combinations. The secondary colours are not to be used

to colour text, although on secodary colours text can be

coloured either black or white.

Black Invensys Grey 2, 3

Black Invensys Grey 3

Black

White Invensys Grey 1

White Invensys Grey 1, 2

Black

Invensys Green BlackInvensys Grey 1, 2, 3

Black Invensys Grey 2, 3

White BlackInvensys Grey 1, 3

Invensys Green White Invensys Grey 1, 2

Invensys Green WhiteInvensys Grey 1, 2

White BlackInvensys Grey 3

Headings – larger sizes Body text

Whi

teB

lack

Inve

nsys

Gre

y 1

Inve

nsys

Gre

y 2

Inve

nsys

Gre

y 3

Inve

nsys

Gre

en

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2.28 Supporting graphic device – the i-path

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2.29 Basic elements Supporting graphic device – the i-path: introduction

Introducing the i-path

The i-path is derived from the ‘i’ of the Invensys brand

mark. It can be used to create an unlimited number of

differently shaped paths. The i-path represents a unique

idea that Invensys brings to a particular problem or

scenario and it maps a route from A to B, or from problem

to solution. Different paths suggest different ideas and

different solutions.

Invensys brand mark and i-path

The i-path is the main supporting graphic device that

provides strong recognition for the Invensys brand. It

is utilised when the Invensys brand mark is used and

appears on every major brand application, see Figure 26.

In its construction, the i-path is a simple extension of

the Invensys ‘i’ from the brand mark, with the same

proportions, see Figure 27. The i-path has rounded

external corners, and sharp inside corners. The round,

ball-like part of the i-path is called the ‘Dot’. The longer

section is called the ‘Stem’.

A single i-path per application

Only one i-path can be used per application. Multiple

i-paths are not used together on one application as it

may suggest confusion and create a composition that

is far too busy.

Figure 26. The i-path is used when the Invensys brand mark is used.

Figure 27. The proportions of the i-path and the

‘i’ from the Invensys brand mark are the same.

x

1.22x

1.4x

Dot

Stem

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Different forms of i-path

The i-path stands for different ideas and as such it

can take many different forms. The Dot of the i-path

represents the front of the path which the Stem is

following. The path that the i-path creates should

look very deliberate and simple.

Scaling and proportion

The Dot and the Stem scale up and down in size in

proportion to each other.

Energy and life in the i-path

The i-path should have a feeling of energy and life and

provide a sense of movement and visual interest to

a composition. The i-path should ideally move from

left to right and/or upwards in a positive way. Moving

downwards may be read as being negative and moving

right to left (the opposite to how we read in the West)

may be regarded as going backwards. The i-path should

always suggest positive, forward movement.

2.30 Basic elements Supporting graphic device – the i-path: different forms

Figure 28. The i-path in different forms.

Straight Stepped Diagonal Curved

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Figure 29. The five ways of using the i-path.

Using the i-path

The i-path can be used in a variety of ways: within a page,

bleeding onto a page, bleeding onto a page with cropped

Dot, bleeding both onto and out of a page and in a way

that gives the impression of perspective.

The i-path within a page

The i-path can be used within a page, surrounded by

space. It can be placed off-centre or centred.

The i-path bleeding onto a page

The i-path can bleed on to a page from either the top,

bottom or left-hand side. For the minimum amount of

i-path that should be visible see page 2.33.

The i-path bleeding onto a page with a cropped Dot

The i-path can bleed on to a page from either the bottom,

top or left-hand side and the Dot may be cropped.

The i-path with a section bleeding onto and out of a page

A section of the i-path can bleed onto and out of a page,

as long as the Dot returns to the page and the i-path is not

‘broken’ on more than one occasion. It should be designed

so it is easy for the eye to complete the missing section.

The i-path in perspective

The i-path can be used with perspective when it is

combined with a photographic image. It should reflect

the perspective in the image accurately.

a) The i-path within a page surrounded by space

d) The i-path with a section bleeding onto and out of a page

b) The i-path bleeding onto a page

c) The i-path bleeding onto a page with a cropped Dot

e) The i-path in perspective

2.31 Basic elements Supporting graphic device – the i-path: placement

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Draw a path using the ‘Pen tool’ Stroke to required thickness and Invensys Green

Apply around cap to the stroke and outline

Measure thickness of ‘x’ and create a Dot in the same ‘x’ value

Increase the diameter of the dot and distance from the stem using the calculations above

Create another ‘x’ Dot and use this to round the outer corner of the stem. Remove the starting edge

2.32 Basic elements Supporting graphic device – the i-path: construction

Figure 31. How to construct the i-path.

Figure 30. Different types of i-path and construction.

1. Draw path

Straight Stepped Diagonal Curved

2. Add stroke and specify rounded ends and corners

3. Remove the hemisphere from the bottom of the i-path to create a flat base

4. Add Dot using principles as shown

5. Final i-path

Different types of i-path

When constructing the i-path first decide what your i-path

will look like. It can be long, thick or thin, geometric or

organic, it can even overlap itself; see page 2.31, Figure 29.

The Stem can combine straight areas, steps, diagonals or

curves together, although it is recommended to minimise

the number of different types used together in this way.

Constructing the i-path

Figure 31 shows how the i-path can be constructed using

Adobe® Illustrator® software. Other software can be used

to construct the i-path.

1. First draw a path/line using the pen tool.

2. Outline this stroke to the required thickness, setting

the options in the stroke window/tab to ‘round cap’

and ‘round join’.

3. Outline this stroke and remove the bottom hemisphere

of the i-path to create a flat base.

4. Place the Dot onto the Stem using the principles

shown in Figure 30.

The resulting i-path is in the same proportions to the ‘i’ in

the Invensys brand mark.

Length of the Stem of the i-path

The length of the Stem of the i-path can be extended to

suit the application if required.

x

x

x x x

x x

x

x

x

1.22x

1.22x

1.4x

1.4x

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Figure 33. Minimum visible i-path.

Figure 32. The minimum amount of i-path on an A4 landscape cover.

2.33 Basic elements Supporting graphic device – the i-path: minimum amount

Minimum visible i-path

A minimum amount of i-path must be visible on an

application. The minimum amount is 3x as shown in

Figure 33.

This is a minimum and the Stem can be lengthened

if necessary.

The distance between the Stem and the Dot is always

in the proportions shown, irrespective of the size of

the i-path.

If the Dot is to be cropped, see the following page for

how this is achieved.

x1.22x1.4x

3x

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Cropping the i-path Dot

1. To crop the Dot correctly scale your i-path to the

desired size.

2. Draw guidelines from the Stem over the Dot.

3. Where these guidelines intersect the circumference

furthest away from the Stem is the point where the Dot

is cropped.

Enough of the curve on the right-hand side of the Dot

needs to be visible so it can be recognised as a circular

shape that has been cropped.

The method illustrated in Figure 35 shows the area of

the Dot that should remain visible when using an i-path

travelling horizontally or vertically. An i-path travelling

at an angle when the Dot is cropped should retain

approximately the same Dot area on the page. This

will be determined visually and will depend on the

angle of the i-path.

Figure 35. Cropping the i-path Dot.

Figure 34. The cropped i-path Dot shown on an A4 landscape cover.

2.34 Basic elements Supporting graphic device – the i-path: cropping the Dot

The Dot with cropped area shown

x0.95x

Correctly cropped i-path Dot

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The i-path colourways

The i-path can only appear in Invensys Green, black or

white. None of the other primary or secondary colours or

tints should be used to colour the i-path.

2.35 Basic elements Supporting graphic device – the i-path: colourways

Invensys Green Invensys Green Black White

Figure 36. The i-path with permitted colourways.

Invensys Green should be used to colour the i-path

whenever possible. Only where print restrictions apply

should black or white be used.

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Making appliances more efficient

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liquam class vitae uam sem neque amet erat nunc lacus.

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How the i-path is used with imagery

Figure 37 shows how the i-path can be used in different

ways with imagery, ranging from being a key feature to

something that is more recessive. For more information

on Invensys imagery, refer to pages 2.50–2.59.

Multiple cut-out images interacting with a flat i-path

The i-path placed on top of and following contours and perspective within an image

The i-path wraps around the image and suggests a feeling of depth

The i-path used in a more recessive way allowing the image to be dominant

The i-path travels in front and behind elements in the image

Figure 37. Examples with the i-path interacting with imagery.

2.36 Basic elements Supporting graphic device – the i-path: with imagery

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The i-path misuses

Figure 40 shows some examples of misuses of the

i-path. Showing these examples helps to reinforce our

understanding of the correct way to use the i-path

supporting graphic device.

No more than one i-path per page

Do not use any other colours other than Invensys Green, black or white

Do not re-draw the radius of the Stem

Negative direction

Negative direction

Negative direction

Do not use an outline on the i-path

Do not square off the top of the Stem

Outer corner a right angle

Do not add elements to the i-path

Do not place photography into the i-path

Do not use the i-path to create an image

Dot not properly proportioned with the Stem

The base of the Stem should be flat

Do not use the Dot on its own

The i-path too complex/meandering

The space between the Stem and the Dot is incorrect

Do not use the Stem on its own

Figure 40. i-path misuses.

2.39 Basic elements Supporting graphic device – the i-path: misuses

The i-path should always be reproduced using the

principles outlined on pages 2.29–2.39. Please ensure that

the i-path is used correctly at all times.

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2.48 Imagery

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2.49 Basic elements Imagery: introduction

Invensys imagery types

Invensys imagery is divided into two types:

1. Cut-out.

2. Squared-up.

Both types use full-colour, photographic images that use

natural lighting and natural colours. They are generally

lighter in tone, with the subject always being sharp,

unambiguous and in focus (natural-looking depth of field

effects and subtle motion blur can be employed as long

as the subject remains clear and the image looks natural).

They are unstaged, unposed natural images that are in no

way artificial. There are no special photographic effects

Figure 50. Squared-up images.Figure 49. Cut-out images.

used such as exaggerated contrast or strong grain and no

visible image manipulation. Invensys imagery is honest,

direct and unambiguous.

Cut-out imagery

Cut-out imagery has the background removed in order to

focus entirely on the subject. The use of powerful, cut-out

photographic imagery helps to create a distinctive and

memorable Invensys look and feel. Cut-out imagery

should be used whenever possible for all primary Invensys

images such as covers, website home pages, exhibitions,

etc., especially where the Invensys brand mark is used.

White is the default background colour for cut-out

imagery, although it can appear on different coloured

backgrounds. Cut-out imagery is another key identifier

for the Invensys brand. For more detailed information

on cut-out imagery see pages 2.51-2.53.

Squared-up imagery

Squared-up imagery is used when a background is

necessary to add valuable context to the subject, as

shown in Figure 50.

Squared-up images can take any square or rectangular

shape. For more detailed information on squared-up

imagery see pages 2.54-2.57.

Cut-out Squared-up

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2.50 Basic elements Imagery: general principles – Invensys Green

Use of Invensys Green within imagery

Using images that have naturally occurring green

elements in them can be a subtle and effective way of

introducing green to help identify the Invensys brand.

Elements within an image that are to be coloured

Invensys Green, should appear green naturally. For

example, an image containing a green bowler hat

would be not allowed.

Figure 51. Use of Invensys Green elements within imagery.

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2.54 Basic elements Imagery: general principles – people

Cut-out people imagery

People imagery

People imagery is divided into two types:

1. Cut-out

2. Squared-up

Invensys imagery that features people is likely to show

either Invensys people, Invensys clients, their customers

or a mixture of all three.

Collaboration and images of people working together

should be given top priority when choosing people imagery.

People imagery should ideally use cut-outs, but squared-up

images can also be used if the background provides

necessary context.

People imagery checklist

The following checklist should be used when choosing

or commissioning people imagery:

1. Does it work as a cut-out?

2. Candid/real situations.

3. Collaboration.

4. Active people.

5. Bright, natural light.

6. Optimistic, positive scenes.

7. Consider a dynamic asymmetric placement in the composition.

8. Simple, clean, uncluttered, graphic shapes.

Consider the words and the message that needs to

be communicated when choosing people imagery, as

imagery and words need to work effectively together.

Figure 55. Invensys people imagery.

Squared-up people imagery

Cut-out

Squared-up

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2.55 Basic elements Imagery: general principles – products

Product imagery

Product imagery is divided into two types:

1. Cut-out.

2. Squared-up.

These can be used in a variety of ways; a hero/beauty

shot photographed straight on, with or without a shadow,

bleeding off a page and a 3/4 view.

Product imagery should ideally use cut-outs, but squared-

up images can also be used if the Invensys product needs

to be shown in its necessary context, e.g. within a client’s

device or product or with a background.

Product imagery checklist

1. Does it work as a cut-out?

2. Simple, clean, uncluttered, graphic shapes work best.

3. Bright, natural lighting (no artificially coloured lighting).

4. Consider a dynamic asymmetric placement of the

product in the composition.

Cut-out product imagery

Figure 56. Invensys product imagery.

Squared-up product imagery

Cut-out

Squared-up

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Object imagery

Object imagery is divided into two types:

1. Cut-out.

2. Squared-up.

Object imagery can be very small objects such as a

whistle or very large objects such as a factory or plant

as shown in Figure 57.

Object cut-out imagery

These can be used in a variety of ways; captured straight

on, both with or without a shadow, bleeding off a page

and a 3/4 view.

Object squared-up imagery

Object squared-up imagery is used when a background

is necessary to add valuable context to the subject.

These can be anything from a close-up detail to a

large-scale scene.

2.56 Basic elements Imagery: general principles – objects

Cut-out object imagery

Figure 57. Invensys object imagery.

Squared-up object imagery

Cut-out

Squared-up

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Imagery metaphors

Visual metaphors can be a very powerful

communication tool.

A visual metaphor is used to communicate an idea

rather than show the literal subject. Sometimes a literal

photograph isn’t appropriate or even possible, e.g. when

representing a service and so here a visual metaphor

could be used.

Visual metaphors work most effectively when combined

with words and therefore both should always be

considered together.

An Invensys visual metaphor should be a natural-looking

image and should not be artificially constructed or

contrived. It should be something that could be seen in

the real world, either an object or scene.

The criteria for an effective metaphor image is as follows:

1. Chosen to work in conjunction with text headings (to

complement or contrast with one another).

2. Metaphor and text should communicate better than

words alone.

3. Immediate and obvious meaning. Easily understood

and totally unambiguous. (Images should be relevant to

each region and local culture.)

2.57 Basic elements Imagery: general principles – metaphors

Free to invent Unique solutionsKnow your customer

Evolution

Figure 58. Invensys metaphor imagery.

Workingtogether

Connecting with our clients

Open

Cut-out

Squared-up

Cut-out metaphor imagery

Squared-up metaphor imagery

Teamwork

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Benefit imagery

This kind of imagery should be informal, capturing real

people, be honest and have a sense of spontaneity about

it. This imagery captures a moment. It is not posed or

over styled. Settings should be natural, light, airy and

contemporary.

Figure 59. Invensys benefit imagery.

2.58 Basic elements Imagery: general principles – benefit

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Imagery misuses

Here are some examples demonstrating what should be

avoided when choosing images. The selection of good

Figure 60. Imagery misuses.

2.59 Basic elements Imagery: general principles – misuses

photography requires special attention and is

a crucial element in achieving a successful brand image.

Do not use imagery that is too playful

Do not use imagery that has been manipulated to create an effect

Do not use imagery that is too dark

Do not use imagery that is not seen in the real world

Do not use imagery that conveys negativity

Do not apply an effect to an image other than a natural shadow

Do not use imagery that features old technology

Do not use abstract imagery

Do not combine images to create artificial scenes

Do not use shapes other than a rectangle or square to frame images

Do not use imagery that has an ‘unreal’ perspective

Do not use imagery that has been coloured Invensys Green that would not naturally be green

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2.60 Examples

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Corporate Profile 2010

Annual Report 2010

Cap

abili

ties

2.61 Basic elements Examples: Literature – literature covers

Figure 61. Example literature covers.

Literature paper stock

Matt/satin coated art paper, high white.

Cover stock: approximately 350–400+ gsm

Text stock: approximately 170–220gsm

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2.62 Basic elements Examples: Literature – literature cover and advertisement

Figure 62. An example literature cover and magazine advertisement.

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Corporate Profile 2010

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2.63 Basic elements Examples: Literature – A4 coversW

elco

me

Pack

Welcome Pack Making appliances more efficient

Figure 63. Example A4 covers.

Literature paper stock

Matt/satin coated art paper, high white.

Cover stock: approximately 350-400+ gsm

Text stock: approximately 170–220gsm

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2.64 Basic elements Examples: Literature – A4 spread

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Saving energy, saving the world

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Saving energy, saving the world

Figure 64. Example A4 spreads.

Literature paper stock

Matt/satin coated art paper, high white.

Cover stock: approximately 350–400+ gsm

Text stock: approximately 170–220gsm

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2.65 Basic elements Examples: Literature – A4 spread cont.

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tempor orci nisl repre henderit ullam corper. Pellentesque ante

placerat. Congue quis mattis semper libero enim. Nam ulla me

liquam class vitae uam sem neque amet erat nunc lacus.

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non,

vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm

etus erat ui molestie arcuer.

ideasTincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Lorem ipsum dolor sit amet tempor integero nec lass sit dio ut tempor orci nisl repre hend placerat congue quis mattis semper libero enim mam ulla me liquam class vitae uam sem neque amet erat nunc lacus. Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non vulp utate vitae mulla suscipitc urabitur onte quam lacus inm etus erat gui molestie arcuer.

inno

vatio

nEast

West

North

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

£1M7

11

14

9

12

15

18

1411

16

10

5

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Saving energy, saving the world

Working togetherLorem ipsum dolor sit amet, tempor integer neclass sitdio ut tempor orci nisl, repreha enderit ullam corp ellent esque ante place ratongue quis mattis semper libero enim nam ullam corper mus, lectus in, odio praesent quam sed, donec sed fugit liquam class vitaeuam, neque amet, erat nunc lacus.

Tincidunt sociis nostra omnis a aliquet volutpat wisi lobortis sit non, vulputate vitae. nulla suscipit kem curabitur mnte quam lacus in, metus eratdui molestie arcu maiso malesuada proin venenati nulla ligula integer porkiw lamins eitro.

In nulla hit volutpat velit ipsum tristique massa quam ipsumeo quisque idet rna dapibusarius just in e, lectus vitae ibh lectus non magna ipsumit vitae amet proin mauris metus wisi neque rcu integer pede iaculis erat mollis petium.

UniquesolutionsLorem ipsum dolor sit amet tempor integero neci lass sitdio amo tempor orci nisl repre hend placerat congue quis mattis semper pibero enim mal ukra me liquam class vitae uam sem neque.

Lorem ipsum dolor sit amet, tempor integer neclass sitdio ut tempor orci nisl repreha enderit ullam corp ellent esque ante place ratongue quis mattis semper libero enim nam ullam corper musle.

Nadan uncam aisv aisair al

Anolutpat wisi lobortis sit non vulputate vitae nulla suscipit kem curabitur mnte quam lacus in, metus eratdui molestie arcu maiso malesuada proin venenati nulla ligula integer porkiw lamins eitro.

In nulla hit volutpat velit ipsum tristique massa quam ipsumeo quisque idet rna dapibusarius just in e, lectus vitae ibh lectus non magna ipsumit vitae amet proin mauris metus wisi neque ru inte ger pede iaculis erat mollis petiu am

quis amet lectus quisque kitae velo etiam at praesent fugiat eros ipsum massa wisi proin diam integer vel eu dolor cras it sapien, nec eu aliquam lit metus sed velit risus proin ccumrat ja platea magnis eget faucibus.

Dociis nostra omnis a aliquet

Bisi lobortis sit vulputate vitae nulla suscipit kem curabitur mnte quam lacio in metus eratdui molestie arcu maiso malesuada proin venenati nulla ligula integer porki wa lam.

Klace ratongue quis mattis semper libero enim nam ullam corper mus lectus in odio praesent quam sed do nec sed fugit liquam class vitaeuam neque amet erat nunc lacus.

Onteger porkiw lamins eitron nulla hit volutpat velit ipsum tristique massa quam

ipsumeo quisque idet rona dapibu sarius just in me lectus vitae lectus non magna ipsumit vitae amet proin mauris metus wisi neque rcu intege aliquandum.

Ipsum dolor sit amet, tempor integer neclass sitdio ut tempor orci nisl preha enderit ullam corp ellent esque ante place ratongue quis mattis semper. libero enim nam ullam corper mus, lectus in, odio praesent quam sed,

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Saving energy, saving the world

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiii iiiiiiii iiiiiiii iiiiiiii iiiiiiiiiiiiiiiiiii

informationLorem ipsum dolor sit amet tempor

integer nec lass sit dio ut tempor orci

nisl repre henderit ullam corper.

Pellentesque ante placerat. Congue

quis mattis semper libero enim. Nam

ulla me corper mus lectus in odio

praesent. Muam sed donec sed fugit

liquam class vitae uam sem neque

amet erat nunc lacus.

Tincid unt sociis nostraa aliquet

olutpat wisi lobortis sit non vulp utate

vitae. Nulla suscipitc urabitur ante

quam lacus inm etus erat ui molestie

arcuer lorem ipsum.

Dolor sit amet tempor integer nec

lass sit dio ut tempor orci nisl repre

henderit ullam corper. Pellentesque

ante placerat. Congue quis mattis

semper libero enim. Nam ulla me

corper mus lectus in odio praesent.

Muam sed donec sed fugit liquam

class vitae uam sem. Tincid unt sociis

nostraa aliquet olutpat wisi lobortis

sit non vulp utate vitae. Nulla susci

pitc urabitur ante quam lacus inmer

etus erat ui molestie arcuer.

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Saving energy, saving the world

Figure 65. Example A4 spread.

Page 50: Invensys Brand Guide Summary

Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0

2.66 Basic elements Examples: Literature – A4 spreads cont.

Lorem ipsum dolor sit amet tempor integer nec lass sit dio ut

tempor orci nisl repre henderit ullam corper. Pellentesque ante

placerat. Congue quis mattis semper libero enim. Nam ulla me

liquam class vitae uam sem neque amet erat nunc lacus.

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non,

vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm

etus erat ui molestie arcuer.

ideasTincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Lorem ipsum dolor sit amet tempor integero nec lass sit dio ut tempor orci nisl repre hend placerat congue quis mattis semper libero enim mam ulla me liquam class vitae uam sem neque amet erat nunc lacus. Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non vulp utate vitae mulla suscipitc urabitur onte quam lacus inm etus erat gui molestie arcuer.

inno

vatio

n

East

West

North

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

£1M7

11

14

9

12

15

18

1411

16

10

5

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Saving energy, saving the world

Working togetherLorem ipsum dolor sit amet, tempor integer neclass sitdio ut tempor orci nisl, repreha enderit ullam corp ellent esque ante place ratongue quis mattis semper libero enim nam ullam corper mus, lectus in, odio praesent quam sed, donec sed fugit liquam class vitaeuam, neque amet, erat nunc lacus.

Tincidunt sociis nostra omnis a aliquet volutpat wisi lobortis sit non, vulputate vitae. nulla suscipit kem curabitur mnte quam lacus in, metus eratdui molestie arcu maiso malesuada proin venenati nulla ligula integer porkiw lamins eitro.

In nulla hit volutpat velit ipsum tristique massa quam ipsumeo quisque idet rna dapibusarius just in e, lectus vitae ibh lectus non magna ipsumit vitae amet proin mauris metus wisi neque rcu integer pede iaculis erat mollis petium.

UniquesolutionsLorem ipsum dolor sit amet tempor integero neci lass sitdio amo tempor orci nisl repre hend placerat congue quis mattis semper pibero enim mal ukra me liquam class vitae uam sem neque.

Lorem ipsum dolor sit amet, tempor integer neclass sitdio ut tempor orci nisl repreha enderit ullam corp ellent esque ante place ratongue quis mattis semper libero enim nam ullam corper musle.

Nadan uncam aisv aisair al

Anolutpat wisi lobortis sit non vulputate vitae nulla suscipit kem curabitur mnte quam lacus in, metus eratdui molestie arcu maiso malesuada proin venenati nulla ligula integer porkiw lamins eitro.

In nulla hit volutpat velit ipsum tristique massa quam ipsumeo quisque idet rna dapibusarius just in e, lectus vitae ibh lectus non magna ipsumit vitae amet proin mauris metus wisi neque ru inte ger pede iaculis erat mollis petiu am

quis amet lectus quisque kitae velo etiam at praesent fugiat eros ipsum massa wisi proin diam integer vel eu dolor cras it sapien, nec eu aliquam lit metus sed velit risus proin ccumrat ja platea magnis eget faucibus.

Dociis nostra omnis a aliquet

Bisi lobortis sit vulputate vitae nulla suscipit kem curabitur mnte quam lacio in metus eratdui molestie arcu maiso malesuada proin venenati nulla ligula integer porki wa lam.

Klace ratongue quis mattis semper libero enim nam ullam corper mus lectus in odio praesent quam sed do nec sed fugit liquam class vitaeuam neque amet erat nunc lacus.

Onteger porkiw lamins eitron nulla hit volutpat velit ipsum tristique massa quam

ipsumeo quisque idet rona dapibu sarius just in me lectus vitae lectus non magna ipsumit vitae amet proin mauris metus wisi neque rcu intege aliquandum.

Ipsum dolor sit amet, tempor integer neclass sitdio ut tempor orci nisl preha enderit ullam corp ellent esque ante place ratongue quis mattis semper. libero enim nam ullam corper mus, lectus in, odio praesent quam sed,

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Saving energy, saving the world

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiii iiiiiiii iiiiiiii iiiiiiii iiiiiiiiiiiiiiiiiii

informationLorem ipsum dolor sit amet tempor

integer nec lass sit dio ut tempor orci

nisl repre henderit ullam corper.

Pellentesque ante placerat. Congue

quis mattis semper libero enim. Nam

ulla me corper mus lectus in odio

praesent. Muam sed donec sed fugit

liquam class vitae uam sem neque

amet erat nunc lacus.

Tincid unt sociis nostraa aliquet

olutpat wisi lobortis sit non vulp utate

vitae. Nulla suscipitc urabitur ante

quam lacus inm etus erat ui molestie

arcuer lorem ipsum.

Dolor sit amet tempor integer nec

lass sit dio ut tempor orci nisl repre

henderit ullam corper. Pellentesque

ante placerat. Congue quis mattis

semper libero enim. Nam ulla me

corper mus lectus in odio praesent.

Muam sed donec sed fugit liquam

class vitae uam sem. Tincid unt sociis

nostraa aliquet olutpat wisi lobortis

sit non vulp utate vitae. Nulla susci

pitc urabitur ante quam lacus inmer

etus erat ui molestie arcuer.

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Saving energy, saving the world

Figure 66. Example A4 spread.

Page 51: Invensys Brand Guide Summary

Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0

2.67 Basic elements Examples: Literature – A4 spreads cont.

Lorem ipsum dolor sit amet tempor integer nec lass sit dio ut

tempor orci nisl repre henderit ullam corper. Pellentesque ante

placerat. Congue quis mattis semper libero enim. Nam ulla me

liquam class vitae uam sem neque amet erat nunc lacus.

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non,

vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm

etus erat ui molestie arcuer.

ideasTincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Lorem ipsum dolor sit amet tempor integero nec lass sit dio ut tempor orci nisl repre hend placerat congue quis mattis semper libero enim mam ulla me liquam class vitae uam sem neque amet erat nunc lacus. Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non vulp utate vitae mulla suscipitc urabitur onte quam lacus inm etus erat gui molestie arcuer.

inno

vatio

n

East

West

North

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

£1M7

11

14

9

12

15

18

1411

16

10

5

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Saving energy, saving the world

Working togetherLorem ipsum dolor sit amet, tempor integer neclass sitdio ut tempor orci nisl, repreha enderit ullam corp ellent esque ante place ratongue quis mattis semper libero enim nam ullam corper mus, lectus in, odio praesent quam sed, donec sed fugit liquam class vitaeuam, neque amet, erat nunc lacus.

Tincidunt sociis nostra omnis a aliquet volutpat wisi lobortis sit non, vulputate vitae. nulla suscipit kem curabitur mnte quam lacus in, metus eratdui molestie arcu maiso malesuada proin venenati nulla ligula integer porkiw lamins eitro.

In nulla hit volutpat velit ipsum tristique massa quam ipsumeo quisque idet rna dapibusarius just in e, lectus vitae ibh lectus non magna ipsumit vitae amet proin mauris metus wisi neque rcu integer pede iaculis erat mollis petium.

UniquesolutionsLorem ipsum dolor sit amet tempor integero neci lass sitdio amo tempor orci nisl repre hend placerat congue quis mattis semper pibero enim mal ukra me liquam class vitae uam sem neque.

Lorem ipsum dolor sit amet, tempor integer neclass sitdio ut tempor orci nisl repreha enderit ullam corp ellent esque ante place ratongue quis mattis semper libero enim nam ullam corper musle.

Nadan uncam aisv aisair al

Anolutpat wisi lobortis sit non vulputate vitae nulla suscipit kem curabitur mnte quam lacus in, metus eratdui molestie arcu maiso malesuada proin venenati nulla ligula integer porkiw lamins eitro.

In nulla hit volutpat velit ipsum tristique massa quam ipsumeo quisque idet rna dapibusarius just in e, lectus vitae ibh lectus non magna ipsumit vitae amet proin mauris metus wisi neque ru inte ger pede iaculis erat mollis petiu am

quis amet lectus quisque kitae velo etiam at praesent fugiat eros ipsum massa wisi proin diam integer vel eu dolor cras it sapien, nec eu aliquam lit metus sed velit risus proin ccumrat ja platea magnis eget faucibus.

Dociis nostra omnis a aliquet

Bisi lobortis sit vulputate vitae nulla suscipit kem curabitur mnte quam lacio in metus eratdui molestie arcu maiso malesuada proin venenati nulla ligula integer porki wa lam.

Klace ratongue quis mattis semper libero enim nam ullam corper mus lectus in odio praesent quam sed do nec sed fugit liquam class vitaeuam neque amet erat nunc lacus.

Onteger porkiw lamins eitron nulla hit volutpat velit ipsum tristique massa quam

ipsumeo quisque idet rona dapibu sarius just in me lectus vitae lectus non magna ipsumit vitae amet proin mauris metus wisi neque rcu intege aliquandum.

Ipsum dolor sit amet, tempor integer neclass sitdio ut tempor orci nisl preha enderit ullam corp ellent esque ante place ratongue quis mattis semper. libero enim nam ullam corper mus, lectus in, odio praesent quam sed,

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Saving energy, saving the world

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiii iiiiiiii iiiiiiii iiiiiiii iiiiiiiiiiiiiiiiiii

informationLorem ipsum dolor sit amet tempor

integer nec lass sit dio ut tempor orci

nisl repre henderit ullam corper.

Pellentesque ante placerat. Congue

quis mattis semper libero enim. Nam

ulla me corper mus lectus in odio

praesent. Muam sed donec sed fugit

liquam class vitae uam sem neque

amet erat nunc lacus.

Tincid unt sociis nostraa aliquet

olutpat wisi lobortis sit non vulp utate

vitae. Nulla suscipitc urabitur ante

quam lacus inm etus erat ui molestie

arcuer lorem ipsum.

Dolor sit amet tempor integer nec

lass sit dio ut tempor orci nisl repre

henderit ullam corper. Pellentesque

ante placerat. Congue quis mattis

semper libero enim. Nam ulla me

corper mus lectus in odio praesent.

Muam sed donec sed fugit liquam

class vitae uam sem. Tincid unt sociis

nostraa aliquet olutpat wisi lobortis

sit non vulp utate vitae. Nulla susci

pitc urabitur ante quam lacus inmer

etus erat ui molestie arcuer.

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non, vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inm etus erat ui molestie arcuer.

Saving energy, saving the world

Figure 67. Example A4 spread.

Page 52: Invensys Brand Guide Summary

Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0

Steve Devany Head of Corporate Communications

T +44 (0)20 7821 3758 F +44 (0)20 7821 3709

M +44 (0)7970 59 39 41 E [email protected]

Invensys plc, Portland House, Bressenden Place

London SW1E 5BF, United Kingdom

www.invensys.com

2.68 Basic elements Examples: stationery – business cards

Invensys business cards

Business card front

1. Brand markSize: 40mm.Alignment point 1 and 3.Colour: Invensys Green.

2. i-pathColour: Invensys Green.

3. Person’s nameFont 7/11pt Avenir Next Pro Demi, ranged left.Colour: black.Note: qualifications do not appear on business cards.

4. Job titleFont 7/11pt Avenir Next Pro Regular, ranged left.Paragraph space 5.5pt after job title.Colour: black.

5. Address detailsFont 7/11pt Avenir Next Pro Regular, ranged left.Paragraph space 5.5pt after address details.Maximum line length 74mm.Colour: black.

Page 53: Invensys Brand Guide Summary

Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0

2.68 Metric stationery Business card: dual language specifications

1. Brand mark

Size: 40mm.

Alignment point 1 and 3.

Colour: Invensys Green.

2. i-path

Colour: Invensys Green.

3. Person’s name

Font 7/11pt Avenir Next Pro Demi, ranged left.

Colour: black.

Note: qualifications do not appear on business cards.

4. Job title

Font 7/11pt Avenir Next Pro Regular, ranged left.

Paragraph space 5.5pt after job title.

Colour: black.

5. Address details

Font 7/11pt Avenir Next Pro Regular, ranged left.

Paragraph space 5.5pt after address details.

Maximum line length 74mm.

Colour: black.

Steve Devany Head of Corporate Communications

T +44 (0)20 7821 3758 F +44 (0)20 7821 3709

M +44 (0)7970 59 39 41 E [email protected]

Invensys PLC, Portland House, Bressenden Place

London SW1E 5BF, United Kingdom

www.invensys.com

6

32

9.3

7.4

5.3

640 33

23

4

5

1

Steve Devany Head of Corporate Communications

T +44 (0)20 7821 3758 F +44 (0)20 7821 3709

M +44 (0)7970 59 39 41 E [email protected]

Invensys PLC, Portland House, Bressenden Place

London SW1E 5BF, United Kingdom

www.invensys.com

6

32

9.3

7.4

5.3

64033

23

4

5

1

Figure 10.Dual language business card specifications.

Page 54: Invensys Brand Guide Summary

Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0

2.69 Basic elements Examples: stationery – letterhead and compliments slip

Date

Your refOur ref

Addressee’s nameDepartment nameCompany nameStreet nameCityPostcode

Dear A N Other

Title or subject of the letter set in Verdana Bold 9/14 Nad minim veniam esta quis nostrud exerci tation ullam corper suscipit lobor tis nislut aliquip. Sed diam nonummy nibh euismod tinc idunt ut laoreet dolore magna aliquam erat volutpat wisi enim ad minim veniam esta quis nostrud exerci tation ullam corper suscipit lobortis blandit praes ent lupta tum a sit amet consec tetuer.

Nad minim veniam esta quis nostrud exerci tation ullam corper suscipit lobor tis nislut aliquip. Sed diam nonummy nibh euismod tinc idunt ut laoreet dolore magna aliquam erat volutpat wisi enim ad minim veniam esta quis nostrud exerci tation ullam corper suscipit lobortis blandit praes ent lupta tum a sit amet consec tetuer adipya scing elit.

Subhead set in Verdana BoldSed diam nonummy nibh euismod tinci dunt ut laoreet dolore magna aliquam erat volutpat wisi enim ad amet consect etuer adipya scing elit.Duis autem vel eum iriure dolor in hendre rit in vulput ate velit esse molestie a deconse quat vel illum dolore feugiat.

Sincerely

NamePosition

Invensys plc, Portland House, Bressenden Place, London SW1E 5BF, United KingdomT +44 (0) 20 7834 3848 F +44 (0) 20 7834 3879 www.invensys.com

Registered Office: Portland House, Bressenden Place, London SW1E 5BF, United Kingdom, Registered in England No. 16 60 23

Figure 69. Examples of printed letterhead and compliments slip.

Compliments slip front

Compliments slip reverse with options

Page 55: Invensys Brand Guide Summary

Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0

Figure 70. Example PowerPoint® presentation.

2.70 Basic elements Examples: PowerPoint® presentation

Opening slide Title slide Text slide Text slide with image

Presentation title in Verdana, upper and lower case 32pt

Presented to name/s

Presented by name of presenterDivision name, e.g. Invensys Rail00 Month, 2009

© 2009 Invensys. All Rights Reserved. PT0000.The names, logos, and taglines identifying the products and services of Invensys are proprietary marks of Invensys or its subsidiaries. All third party trademarks and service marks are the proprietary marks of their respective owners.

Slide 3 © Invensys 00/00/00 Invensys proprietary & confidential Slide 3 © Invensys 00/00/00 Invensys proprietary & confidential

Master text first level. This text is set in Verdana 18pt with 24pt linefeed. Maximum width 9.06". • Second level text set in Verdana 18pt with 24pt linefeed. – Third level text set in Verdana 16pt with 20pt linefeed. • Fourth level text set in Verdana 15pt with 18pt linefeed. ~ Fifth level text set in Verdana 14pt with 17pt linefeed.

Master text first level. This text is set in 18pt Verdana with 24pt linefeed. This text is set in 18pt Verdana with 24pt linefeed.

To emphasise a word or phrase, set the text in Verdana Italicas shown in this sentence.

Introduction page

Slide 3 © Invensys 00/00/00 Invensys proprietary & confidential

Image with text

6.

7.

8.

9.

10.

Master text first level. This text is set in Verdana 18pt with 24pt linefeed. Maximum width 4.33". • Second level text set in Verdana 18pt with 24pt linefeed. – Third level text set in Verdana 16pt with 20pt linefeed. • Fourth level text set in Verdana 15pt with 18pt linefeed. ~ Fifth level text set in Verdana 14pt with 17pt linefeed.

Graphic slide Flow chart slide Section slide Full-bleed image slide

Slide 3 © Invensys 00/00/00 Invensys proprietary & confidential

Typical bar chart with text

Master text first level. This text is set in Verdana 18pt with 24pt linefeed. Maximum width 4.33". • Second level text set in Verdana 18pt with 24pt linefeed. – Third level text set in Verdana 16pt with 20pt linefeed. • Fourth level text set in Verdana 15pt with 18pt linefeed. ~ Fifth level text set in Verdana 14pt with 17pt linefeed.

East West North

1st Qtr 2nd Qtr 3rd Qtr 4th Qtr

711

16£1M

10

12

15

31

1411

16

105

Slide 3 © Invensys 00/00/00 Invensys proprietary & confidential

Typical flow diagram

Option a

Option g

Option b

Option h

Option c

Option i

Flowchart

Option f

Option e

Option d

Slide 3 © Invensys 00/00/00 Invensys proprietary & confidential

Section title that runs onto two lines

3

Slide 3 © Invensys 00/00/00 Invensys proprietary & confidential

Title to dark full bleed image

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2.71 Basic elements Examples: email signature

Steve DevanyHead Of Corporate Communications

Invensys PLCPortland HouseBressenden PlaceLondon SW1E 5BFUnited Kingdom

T +44 (0)20 7821 3758M +44 (0)7970 593941F +44 (0)20 7821 3709E [email protected]

www.invensys.com

This e-mail is confidential and may well also be legally privileged. If you have received it in error, you are on notice of its status. Please notify us immediately by reply e-mail and then delete this message from your system. Please do not copy it or use it for any purposes, or disclose its contents to any other person. Thank you for your co-operation. Please contact our Helpdesk on +44 (0)20 7821 3848 or email [email protected] if you need assistance.

Invensys plc is a company registered in England and Wales with its registered office at Portland House, Bressenden Place, London, SW1E 5BF (Registered number 166023).

Steve DevanyHead Of Corporate Communications

Invensys plcPortland HouseBressenden PlaceLondon SW1E 5BFUnited Kingdom

T +44 (0)20 7821 3758M +44 (0)7970 593941F +44 (0)20 7821 3709E [email protected]

www.invensys.com

This e-mail is confidential and may well also be legally privileged. If you have received it in error, yoe-mail and then delete this message from your system. Please do not copy it or use it for any purpoyour co-operation. Please contact our Helpdesk on +44 (0)20 7821 3848 or email inet.hqhelpdesk@

Invensys plc is a company registered in England and Wales with its registered office at Portland Hou

Figure 71. Example email signature.

Invensys email signature

Figure 71 shows the Invensys email signature.

Please contact Daniel Griffiths, Communications

Project Manager (see contacts page 2.79) for email

signature template.

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3.00 Messaging

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3.02 How to use this section

3.03 Our positioning

3.04 What we want our clients to think

3.05 Key messages for divisions

3.06 Invensys Operations Management

3.07 Invensys Rail

3.08 Invensys Controls

3.09 Supporting ideas

3.01 Basic elements Contents

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All visuals and verbal messages should reinforce the Invensys brand

positioning to ensure that Invensys is seen as a truly open company.

This section shows how ‘An open approach’ is brought to life in our

verbal communications.

Specifically, this section illustrates how we can address our clients’ key

needs and how the three divisions should communicate.

The messages in this section are not advertising messages or copy for

marketing communications. These are the overarching messages that

should guide Invensys communication and behaviour.

3.02 Messaging How to use this section

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3.03 Messaging Our positioning

An open approachInvensys believes the real key to maximising potential ultimately

lies in an open approach.

This belief shapes:

• The way we work

• Our mindset and approach

• The solutions, technologies and products we develop with our clients

Our unwavering commitment to transparency, collaboration and

flawless execution gives our clients the clarity and control they

need to meet the challenges they face.

As the unquestioned leader in providing industries with open

thinking and open technologies, Invensys provides clients with

the ability to move ahead with confidence.

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3.04 Messaging What we want clients to think

After seeing and reading Invensys communications, we want our clients

to take away the following thought:

“Invensys and openness are synonymous. They have a fundamental belief

that the only way to achieve real high performance is through an open

approach.

And it comes through in everything they do – it’s the way they work with

us, their approach to solving problems and the solutions they develop.”

When creating Invensys marketing materials, you should keep this in

mind as an overarching message to communicate.

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3.05 Messaging Key messages for divisions

Invensys Operations Management

Open architecture solutions.

Open and collaborative way of working with clients.

Open minds for market-leading innovation.

Solutions that unleash the potential of your business.

Unparalleled access to real-time data.

Cross-industry/product expertise applied to

your business.

Holistic solutions for the client’s business and industry,

not just products.

Invensys Rail

Open and transparent way of working with customers.

Customisable products and solutions that work with

existing architecture.

Real-time data that is openly shared across systems.

Holistic solutions for the business, not just products.

Providing ‘open’ networks through greater

interoperability.

Invensys Controls

Industry-leading innovations due to an open-minded,

collaborative and proactive approach to solving

clients’ issues.

Open and collaborative way of working ensures the best

value for money.

Partnerships to ensure clients get the best solution for

their business.

‘An open approach’ is the Invensys corporate brand positioning. This idea should be

tailored at the divisional level because each division has specific needs. This page shows

how each division’s key messages are customised. The following pages show how these

messages address industry needs.

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3.06 Messaging Invensys Operations Management

Invensys Operations ManagementIndustry needs

An enterprise-wide view to enable better decision-making.

A platform that enables expansion instead of a piecemeal

approach, e.g. plant-by-plant upgrades.

Dialogue between suppliers and customers in order to keep

ahead of the latest industry requirements.

Customisable solutions, e.g. a packaged software that can

be configured.

Complete services with consultants to help fill in knowledge

gaps and anticipates needs.

Need solutions, not products and suppliers who are partners.

Key messages

Invensys’ solutions’ open architecture ensures clients can

maximise the potential of their assets as they provide unparalleled

compatibility with other systems, freeing clients to work with

multiple suppliers and sites.

Our open solutions are flexible to work across platforms and

grow with your organisation.

Invensys’ open systems allow data to be shared across the

organisation vertically and horizontally, from the plant to

the boardroom.

Our open-minded thinking allows us to be innovative, to keep

ahead of our clients’ ever-changing needs.

Our open and collaborative way of working with clients ensures

that we provide complete solutions tailored to their needs.

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3.07 Messaging Invensys Rail

Industry needs

Solutions that work with legacy systems because the majority of

projects are brownfield.

Ongoing support of legacy solutions.

Experience and learning from other markets to apply best-of-class

solutions to a client’s problems.

Innovation that’s proven and drives efficiency.

Innovation that is developed in partnership.

Partnership approach to working (especially important for consortiums).

Long-term relationships where the supplier knows and anticipates

client needs.

Thorough understanding of the requirements for each region.

Real-time information that’s easily understood to make better decisions.

Flawless execution – no room for error.

Invensys RailKey messages

Invensys’ solutions are open because they are compatible with other

systems, freeing clients to work with multiple suppliers.

Invensys’ open solutions are flexible to work across platforms and grow

with your organisation.

Invensys’ open systems allow data to be shared across various systems.

Our collaborative approach and interoperability of our solutions make

us an ideal partner, for railways and other solutions providers.

Our open-minded thinking allows us to be innovative and to stay ahead

of the changing requirements of the rail industry, ensuring we can meet

the current and future needs of our clients.

Our open and collaborative way of working with clients ensures that we

provide complete solutions tailored to your needs.

Invensys approaches client relationships for the long term and as a

partnership, helping to develop new and industry-leading products.

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3.08 Messaging Invensys Controls

Industry needs

Reliability – need to know things will work and have been tested.

Trust and a good standard of service, e.g. open communication for

late shipments.

Given the competitive nature of the industry, value for money

is important.

Proactive and consultative approach (especially for high-end clients

such as Sub-Zero fridges, Inc. etc.).

Invensys ControlsKey messages

Invensys is open and transparent when working with clients.

Our open-minded thinking enables Invensys to continually test and

make products more efficient.

Our open and collaborative way of working with clients ensures that

we will provide the best value for money.

Invensys works in a proactive manner with clients to innovate, both

in terms of products and processes.

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3.09 Messaging Supporting ideas

‘An open approach’ is underpinned by several supporting ideas. Although these ideas

are not the focus for messaging, they should be communicated as and when relevant.

As messages become more specific to a product or service, they will focus more on

these key benefits.

Key ideas

Focused expertise

Integration capability

Solutions focus

Hardware agnosticism

Innovation

Relationship capabilities

Open culture

Collaborative approach

In-house expertise

Underpinning ideas

Control

Flawless execution

Real-time solutions

Market-leading products

Technology capabilities

Reliability

Clarity

Integrity

Heritage

Ease of implementation and use

Compete from M&I to MES

Responsiveness