laser corporate id manual

Brand Guidelines A brief introduction to the Laser brand

November 2012

1. Brand Architecture2. Construction3. Clear Space Allowance 4. Typeface 5. Reproduction6. Brand Colour Palette7. Incorrect usage8. Marketing Devices

This brief guide is provided to help you maintain the visual integrity of the new Laser brand, however if you require further assistance you should contact your Laser marketing representative.

Laser Brand Guidelines 2012

Contents

EnquiriesPeter JohnsonOperations and Finance Manager Laser Group Telephone: 03 9842 1488 [email protected]


1. Brand Architecture

1

CompositionThe Laser Logo is made up of an emblem and logotype. The combination of these elements must never be altered – details of their physical relationship can be found on the following pages.

There are two tiers of logos designed to accommodate both group and trade-specific communications.

The tier one logo is designed to be used by Laser head offices and to promote the broader Group to all stakeholders.

Where the Primary composition cannot be used due to area restrictions, the Secondary composition may be used. There is no alternate composition for tier two logos.

Trade SpecificLaser operates within two core trade disciplines each of which is represented by a respective descriptor which accompanies the logo as a third element. These are shown above.

In all cases the type has been uniquely crafted for optimum legibility and character.

Tier One. Primary

Tier Two.

Tier One. Secondary


2. Construction (Tier One)

2

The Laser logo is unique in its design. The elements have been carefully considered so that they are complimentary and balanced.

X

X

X

X


2. Construction (Tier Two)

3

It is important that these unique elements are consistently applied at all times.

Under no circumstances must the identity be re-drawn or amended from the master artwork supplied by Laser Group.

XX

XX

4


3. Clear Space Allowance (Tier One)

Breathing SpaceThe Laser logos must always be surrounded by a minimum amount of clear space as marked in blue above. The area marked provides essential breathing space for the logo and must be kept free of other foreign elements such as text, other symbols and logotypes, photographs and/or illustrations.

At a Group level there are two formats to choose from, though for the majority of applications you will find the landscape format is the most suitable.

On all applications the required minimum clear space is defined by X, where X is the x-height of the logotype as indicated in the diagrams above.

Together As OneThe logotype must never appear without the symbol which is a key component of the brand visualisation. Do not modify or rearrange any part of the logo or its composition.

Do not place the logo in any other position other than horizontal.

X

X

X

X

X

X

X

X

X

X


3. Clear Space Allowance (Tier Two)

5

Trade Specific LogosThe Laser Electrical and Laser Plumbing Logos must always be surrounded by a minimum amount of clear space. The area marked provides essential breathing space for the logo and must be kept free of other foreign elements such as text, other symbols and logotypes, photographs and/or illustrations.

At a trade level there is only one composition provided to

enable the inclusion of a descriptor without adding to the spatial needs of the logo.

On all applications the required minimum clear space is defined by X where X is the x-height of the logotype as indicated in the diagrams above.

Together As OneThe logotype must never appear without the symbol which is a key component of the brand visualisation. Do not modify or rearrange any part of the logo or its composition.

Do not place the logo in any other position other than horizontal.

X

X

X

X

X

X

X

X

X

X


3. Clear Space Allowance (Joint Laser Plumbing and Electrical)

6

Breathing SpaceThe Laser logos must always be surrounded by a minimum amount of clear space as marked in blue above. The area marked provides essential breathing space for the logo and must be kept free of other foreign elements such as text, other symbols and logotypes, photographs and/or illustrations.

With two formats available, the portrait format is preferred whenever possible.

On all applications the required minimum clear space is defined by X, which is half of the logotype x-height as indicated in the diagrams above.

Do not rotate or show the logo on an angle. Only use the position that is displayed in the example above.

X

X

X

X

X

X

X

X

X

X

X

X

In 2011 the joint Laser Plumbing and Electrical logo was added to the collection of Laser logos for marketing purposes and later for joint business ventures.

Preferred Option

When the preferred option is not suitable, this secondary option is available


3. Clear Space Allowance (Embroidery)

7

Breathing SpaceThe area marked provides essential breathing space for the logo and must be kept free of other foreign elements such as text, other symbols and logotypes, photographs and/or illustrations.

On all applications the required minimum clear space is defined by X, where X is the x-height of the logotype as indicated in the diagrams above.

Laser LocationIt is not standard practice to include a location name for embroidery. If it is required for special purposes, then the above diagrams indicate it’s centred placement in relation to the logotype.

The size for the Location name is defined by Y, where Y is the x-height of the Plumbing or Electrical descriptor as indicated in the diagrams above.

X

Y

Y

X

LocationLocation centred with ‘Laser’

X

Y

Y

X

LocationLocation centred with ‘Laser’

* It is not standard practice to include a location name.


4. Typeface

8

Humanist 777 Black

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwx yz1234567890

Humanist 777 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcd efghijklmnopqrstuvwxyz1234567890

Humanist 777 Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Humanist 777 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial– full font family may be used

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

TypefaceThe Laser font for all usage is the Humanist 777 family. The preference is to use Humanist 777 bold for headings and sub-headings and Humanist 777 regular for body copy. The default font, when Humanist 777 is unavailable, is Arial. Use for online communications should be in Arial.

TypographyThe minimum font size for headings is to be determined by the space available.

In all Laser communication material, the minimum type size for body copy is 8pt. Only disclaimers, footnotes and some stationery text can be a minimum type size of 6pt.

Humanist 777 has inbuilt large tracking and it is recommended that

-10 tracking be applied to all bodies of text with this typeface.

It is recommended that leading be two points above the text point size for body copy. Headings in larger type may require additional attention and must be judged on a case by case basis to acertain correct leading space.


5. Reproduction (Colour)

9

Full Colour LogoThe colours of the Laser Logo are displayed in CMYK and RGB for print and digital production. The Laser emblem is made up of two gradients with specific tints as displayed. For more accurate details on its construction refer to the eps files provided.

Blue Radial Gradient

Blue type

Yellow Radial Gradient

C M Y K100 56 19 73

R G B0 35 65

C M Y K100 56 19 73

R G B0 35 65

C M Y K100 0 0 0

R G B40 171 226

C M Y K0 0 100 0

R G B249 236 30

C M Y K0 25 100 0

R G B255 194 14

C M Y K0 0 0 0

R G B255 255 255

30mm

Recommended minimum


5. Reproduction (Mono)

10

Mono (Single Colour) LogoThe mono version of the Laser Logo loses all halftone detail to create a flat black, dark blue or light blue and white logo.

It should be used where the production quality is suspect, compromised or restricted, and also when reproducing the logo at smaller sizes.

Mono logo

C M Y K0 0 0 100

C M Y K100 56 19 73

PMS 2965C or UC

C M Y K100 20 4 18

PMS (Pantone) 307 C or 313 UC

Recommended minimum

Recommended minimum

Recommended minimum

18mm

18mm

18mm


5. Reproduction (Three Colour)

11

Process Yellow C or UC


PMS (Pantone) 2965 C or UC

Process Yellow C or UC


Three Colour LogoThe three colour version of the Laser Logo loses all halftone detail to create a flat three colour version.


When printing restrictions limit the use of only three colours, supporting devices such as the 1300 or 0800 GETLASER and “Totally Dependable” are available for use to compliment the Laser Logos.

Three colour logo on a black background

Recommended minimum

18mm


5. Reproduction (Two Colour)

12




Two Colour LogoThe two colour version of the Laser Logo loses all halftone detail to create a flat two colour version.


When printing restrictions limit the use of only two colours, supporting devices such as “Totally Dependable” is available for use to compliment the Laser Logos.

Two colour logo on a black background

Recommended minimum

18mm


5. Reproduction (Embroidery Colour)

13

Madeira Thread 1124

Madeira Thread 1294

Madeira Thread 1277

EmbroideryThe three colour logo must be produced in colours based on the Madeira thread colour range. If Madeira is not available it must be matched to this colour system.

When creating on dark coloured uniforms, the navy type must be replaced with a white thread.

When printing restrictions limit the use of only two colours, supporting devices such as “Totally Dependable” is available for use to compliment the Laser Logos.


6. Brand Colour Palette (Primary)

14

Blue Radial Gradient for backgrounds

Yellow Radial Gradient for featuresBlends of the following colours

Blends of the following colours

Substitute for Blue Radial Gradient backgrounds

Substitute for Yellow Radial Gradient for features

PMS (Pantone) Process Cyan C or UC

C M Y K100 0 0 0

R G B40 171 226

C M Y K70 0 8 30

C M Y K0 0 100 0

R G B0 145 172

R G B249 236 30

PMS (Pantone) Process Yellow C or UC

C M Y K0 0 100 0

R G B249 236 30

Colour PaletteThe colours that make up the Laser Logo are also used throughout various marketing collateral as the Laser Colour Palette.

The Laser Logo is dynamic in nature, incorporating gradients of colour to suggest movement. Where possible gradients must comply with the above mentioned colours for design features and some backgrounds.

Gradients used for print material is only recommended if the gradients are not compromised. When using digital printing the above mentioned substitute colours listed must be used to avoid banding throughout the artwork.

C M Y K100 56 19 73

R G B0 35 65


C M Y K0 25 100 0

C M Y K0 0 100 0

C M Y K70 0 8 30

C M Y K70 0 0 0

R G B 255 194 14

R G B 249 236 30

R G B 0 145 172

R G B 0 192 243


7. Incorrect Usage

15

a. Do not alter the scale or composition of the elements independently.

b. Do not change the colours of the logo except to black and white and then only using the mono version of the logo.

c. Do not create outlines or alter any make up of the logo and its composition of elements.

d. Do not scale proportions of the logo so that it becomes squashed or stretched.

a.

b.

d.

a.

c.

d.


5. Incorrect Usage

16

e. Do not place the logo on busy backgrounds which may compromise its legibility.

f. Do not place the logo on coloured backgrounds which may compromise its legibility or clarity.

g. Do not encapsulate the logo within a box which ignores the Clear Space guidelines as set out in this document.

h. Do not separate the logotype from the emblem of the logo, nor sever any part of it.

i. Do not reproduce the logo as a tint nor treat it with any other visual effects.

j. Do not reproduce the logo as a negative.

e.

g.

i.

f.

h.

j.


8. Marketing Devices (Get Laser)

17

Marketing Devices The Get Laser marketing device is designed to attract attention whilst maintaining a visual relationship with the core Laser brand. This is done through the use of colour and a strict construction based on the angle created by the italic typeface and the ‘L’ of Laser.

The device must always be surrounded by a minimum amount of clear space as shown above.

The area marked provides essential breathing space for the logo and must be kept free of other foreign elements such as text, other symbols and logotypes, photographs and/or illustrations.

On all applications the required minimum clear space is measured by X. Where X is the cap height of the type found in the device.

Do not modify or rearrange any part of the device or its composition.

Do not place the device in any other position other than horizontal.

1800GETLASER1300GETLASER

X

X1.5X

X

XX

X

X


X

X1.5X

X

XX

X

X


X

2X

X

XX


X

2X

X

XX

Construction Clear Space Allowance

C M Y K100 56 19 73

R G B0 35 65Blue type


C M Y K0 5 100 0

R G B255 232 0Gold background



8. Marketing Devices (Totally Dependable)

18

Clear Space Allowance

C M Y K100 56 19 73

R G B0 35 65Blue type


Marketing Devices The Totally Dependable positioning statement device is designed to compliment the core Laser brand. This is made through the use of colour and type.

The device has been constructed with attention to letter spacing and must not be re-typed to re-create the device.

The device must always be surrounded by a minimum amount of clear space as shown above.

The area marked provides essential breathing space for the logo and must be kept free of other foreign elements such as text, other symbols and logotypes, photographs and/or illustrations.

On all applications the required minimum clear space is measured by X. Where X is the cap height of the type found in the device.

Do not modify or rearrange any part of the device or its composition. The device may be reversed out on dark backgrounds.

Do not place the device in any other position other than horizontal.

X

X

X

XX

laser corporate id manual

Documents