rwe guideline pictograms

RWE CORPORATE IDENTITy Pictograms, icons and key visuals guidelines.

RWE Aktiengesellschaft. Version 1.2, 07 September 2010

Pictograms, icons and key visuals. RWE corporate identity. Page 2

CONTENTS.04 OVERVIEW OF BRAND IMAGE

05 OVERVIEW OF PICTOGRAMS, ICONS AND KEY VISUALS

06 BASIC RULES

PICTOGRAMS08 Layout and abstraction09 Design principles10 Basic grid lines11 Design area and positioning12 Outer border13 Line thicknesses14 Line corners and line ends15 Use of colours16 Security signage17 Exception: directional signs18 Examples19 Sample applications

ICONS 21 Layout22 Overview23 Colours24 Online presentation25 Photorealistic rendering in the BMS26 Sample applications

KEY VISUALS 28 Overview of possibilities29 Design elements

30 CONTACT

New.

RWE corporate identity. Page 3Pictograms, icons and key visuals.

07 SEPTEMBER 2010

Integration of information about online presentation of RWE icons into page 24.

A note on image size for pictograms and icons has been integrated into pages 19 and 26.

RWE light blue 1 and RWE light blue 2 have been merged and replaced by the colour value RWE light blue. The Pantone colour value has been adjusted accordingly.

Integration of the new RWE corporate font.

Icon overview on page 22 brought up to date.

DOCUMENTING CHANGES.


PICTOGRAMS, ICONS AND KEy VISUALS.Overview of brand image.

Standard letterhead and envelope

Homepage Press pack and CD-ROM

Vehicle livery Communication

Catalogue Communication

LOREM IPSUM DOLOR SIT AMET.

NUM VULPUTPAT. IQUI EA ADIGNA CORER SE MAGNIS.

VULLAN HENIM VENIM VELISMODO ODIPIT VEL INCING EX.

LOREM IPSUM DOLOR SIT AMET.

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nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam

erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation

ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.

Duis vel in in velit, vel illum dolore eu feugiat nulla facilisis at vero et

accumsan et iusto odio dignissim qui blandit praesent luptatum zzril

delenit augue duis dolore te feugait nulla facilisi. www.rwe.com

Outdoor signs and ags

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy

nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi

enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis

nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in

hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat

nulla facilisis at vero et accumsan et iusto odio. www.rwe.com

Outdoor signs and agsOutdoor signs and agsOutdoor signs and ags

RWE Company name

5 Example Street12345 TownP.O. Box:12345 Town

T +49 201 12-1234567F +49 201 12-1234568I www.rwe.com

Chairman of the Board:Dr. Max Miller

Supervisory Board:Dr. Peter Dummy(Chairman)Dr. Max MillerDr. Peter Example

Registered offi ce:DortmundTrade Register DortmundRegistration No.HRB 14433

Bank details:Deutsche Bank AGDortmundBank Code 123 456 78Account No. 123 4567

VAT Id DE 1234 56 789

RWE Company name | 5 E xamp le St ree t | 12345 Tow n

Andrea AndersExample Company Name11 Example Street12345 Town

2 January, 2008

Sum zrilla facip Eugero

Dear Mrs Anders,

Ut lobor sequam dolobor eratio od do odolestrud dolorer ciduisim augue esto dignibh ex,

sequip et, core tin esectem ipit, sustrud dolore deliscil dolore tinci tin utpat num dolor

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irillamet iuscilla am, quis nos nis nonsecte veliquisit alit utpat.

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sequip et, core tin esectem ipit, sustrud dolore deliscil dolore tinci tin utpat num dolor sustie

consequipit, sed dolorer si.

With compliments

Renate Mustermann

RWE Company name

5 Example Street12345 Town


PICTOGRAMS, ICONS AND KEy VISUALS. Overview.

IconsIcons are pictorial symbols that are designed more freely and in greater detail than pictograms, and that have to follow less formal criteria. Their objective is to visually communicate certain company-specifi c issues and objects in an accessible way.

Key VisualsA key visual is a symbol with a greater degree of functionality and independence within the defi ned brand image.

Key visuals are specially created to designate independent promotions, programmes or campaigns. They can take various forms (from symbols to images) but should alwaysbe approved by the Brand Manager.

Pictograms Pictograms are symbols that convey a simple message by means of an unambiguous image.

The message of the pictograms must be clear-ly and easily comprehensible, as they are used to convey important information in guidance systems. They are always communicatively linked with their area of application, and their design conforms to strict formal criteria.


PICTOGRAMS, ICONS AND KEy VISUALS. Basic rules.Pictograms

Key visuals

Colour gradients Reflective effect

Shape Line thickness Flush right in conformity with

brand design principles

Font

Colourgradient 1

Colourgradient 2

Visual style, silhouette mask:

simple, colourful, relevant

Icons

Brand and secondary colours

and colours for emphasis

Brand and secondary colours

and colours for emphasis

Outer border

line thickness

Font Special screen form:

photorealistic rendering

In order to ensure the consistency of the symbols in all applications, conformity with the parameters shown to the left is essential.

Note: For further information look at the Basic Elements Guideline, which is available at the RWE brand management system.

Brand colour

Special screen form:

RWE lightblue

RWE green

RWE dark red

RWE red

RWE dark green

RWE blue

RWE yellow

RWE orange

RWE lightblue

RWE green

RWE dark red

RWE red

RWE dark green

RWE blue

RWE yellow

RWE orange

Online presentation


08 Layout and abstraction09 Design principles10 Basic grid lines11 Design area and positioning12 Outer border13 Line thicknesses14 Line corners and line ends15 Use of colours16 Security signage17 Exception: directional signs18 Examples19 Sample applications

PICTOGRAMS.


PICTOGRAMS. Layout and abstraction.

Location: office door Symbol: crossed-through cigarette

Pictogram:non-smoking room

A pictogram is always seen in the context of its spatial surroundings. It should be easily comprehensible inde-pendently of writing, words, culture and language, and should designate an unambiguous, concrete object (e.g. information, orientation, prohibited activities).

The motif for a pictogram message must be visually abstracted for the sake of quick, unambiguous interpre-tation. Details are omitted and complex forms are stre-amlined. Only those visual features which are essential for the motif to be clearly recognised are retained.

The aim is to visually encapsulate the message.

Visual abstraction of the message.Combination of location and symbols.


PICTOGRAMS. Design principles.Formal features such as lines, area, colour and typogra-phy defi ne the individual and brand-typical appearance.

It is essential to conform to the formal pictogram design factors in order to ensure a striking appearance for the pictogram system.

Formal design factors: Grid and design area Line thickness and line corners Colours

GridDesign area and positioning

Pictogram system

Formal design factors Pictogram

Line thicknessLine corners

Colour


PICTOGRAMS. Basic grid lines.

BASIC GRID LINES

Dimensions: 110 x 110 mm

BASIC GRID LINES, UNITS

2a unit: size: 10 x 10 mm

2b subunit: size: 2.5 x 2.5 mm

Angle of diagonals: 45

Basic grid lines Basic grid lines, units and subunits

1 2

21

The basic grid lines are the starting point for design, enabling quick and continuous construction. They consist of units and subunits that are measured in millimetres.

A unit is an element of the standard grid which is ini-tially used for aligning all points and areas. A subunit is the smallest grid element, used for detailed design.

b

a


PICTOGRAMS. Design area and positioning.

BASIC DESIGN

Asymmetric design area,

pictogram symbol ush right

PICTOGRAMS WITH CENTRAL

INFORMATION

Symmetric design area, pictogram

symbol centred

Font: RWE Text Bold

The coloured area indicates the exclusion zone in which no elements may be placed.

1 2 3

1 PICTOGRAMS WITH SECOND

INFORMATION LEVEL

Two-part, asymmetric design area,

pictogram symbol ush right

2 3

There are three permissible design areas. When using the areas, a distinction is made between one-part pictograms and two-part pictograms with an additional information level.

For the representation of hazards or warnings, the ma-ximum design area can be used, so that the pictograms can be centred and are as striking as possible.

The pictograms are positioned ush right within the design area. The asymmetric arrangement re ects the brand design.

For visual reasons, picto-

gram symbols with a narrow

width (less than 20 grid

units) are not positioned

ush with the edge of the

design area, but slightly

off-set.


PICTOGRAMS. Outer border.

2

1

CIRCLE ELEMENT outer circle: 8 grid units inner circle: 4 grid units

BORDERLine width: 2 grid unitsColour: RWE blueCMYK (100/60/0/0)Pantone 2945c

Border Full area

Optional construction of the border in three steps using Adobe Illustrator:

1. Create a 110 x 110 mm square.

2.Add a border with a 5 mm line thickness inside the square.

3.Use the Round corners fi lter with a 10 mm radius. N.B.: The Expand appearance function in the Objects menu allows you to reuse the shapes you have created.

1 2

The shape of pictograms is always defi ned by a border. The fi xed parameters of the border are its width and its rounded corners. Corners are rounded using circles with a defi ned radius.


PICTOGRAMS. Line thicknesses.Pictograms can be rendered in various line thicknesses, with a distinction being made between areal and linear symbols. For linear symbols, a basic line thickness of two subunits is used, corresponding to the line thickness of the outer border.

Depending on the particular image, areal symbols use varying line thicknesses, though extremely thick or nar-row lines should be avoided. Additionally, diagonal lines are visually adapted and their thickness may be reduced as a result.

Linear pictogram symbol Areal pictogram symbol


PICTOGRAMS. Line corners and line ends.The line ends and the exterior line corners are always rounded in pictogram symbols. The inside line corners are left unrounded. Where rounding is impossible due to design perspectives or acute angles, the end or

corner may be left unrounded. Directional arrows and letters are exceptions to this rule, and are always left unrounded.

Line corners and line ends are rounded using a circle element with a defi ned diameter equi-valent to the line thickness.

Linear pictogram symbol Rounding of line corners and line endsAreal pictogram symbol

The outer edge is rounded.

Special case: The outer edge is not rounded due to the overall visual appearance.

The outer corners are rounded. Outer corners are always rounded in linear pictogram symbols.


PICTOGRAMS. Use of colours.

RWE blueCMYK 100.60.0.0RGB 0.80.166# 0066AAPNT 2945

green

yellow

red

Shape

Colour

Square Circle Triangle

Warning, caution

Rescue, first aid

Information Information

Prohibition Requirement

Pictograms are generally in the brand colour RWE blue. The design of security signage is a special case, as this is regulated by universal standards (see table).


PICTOGRAMS. Security signage.The design of security signage follows separate rules. Safety, rescue and health signage is regulated by standards, and the relevant legal requirements must be adhered to.


PICTOGRAMS. Exception: directional signs.Directional signs are created in the design area used for hazard and warning signs, and are always ush to the edge that they are pointing towards.

The line edges of the directional arrows are not roun-ded. If a directional arrow is combined with a symbol, the directional arrow is aligned with the centre of the symbol.

LARGE DIRECTIONAL ARROW

Line thickness: 6 subunits

SMALL DIRECTIONAL ARROW

Line thickness: 3 subunits

DIRECTIONAL ARROW SIGNAGE

For outdoor signage, the bar of the

arrow is extended.

1

1

2 3

2 3

Pictograms with second information level

Pictograms, icons and key visuals. RWE corporate identity. Page 18

Non-smoking area

Car park

Post room

PICTOGRAMS. Examples.

Information

Lift

Conference room

1

5

9

2

6

3

7

4

8

1

2

3

4

5

6

7

8

9

Sample implementation in conformity with brand image and defined parameters.

Unisex WC

Smoking area

Directional symbols


PICTOGRAMS. Sample applications.Pictograms can be used for both three-dimensional and two-dimensional applications. When used as markers, they can be used in conjunction with additional informa-tion text (cones, signage), as well as on their own.

If they are used with additional information text, their size generally corresponds to the cap height (x) of the text. If they are used on their own, their size should correspond to their function (indication of danger, in-formation, etc.) and their surroundings.

In two-dimensional media (e.g. brochures), their size corresponds to at least the cap height (x) and a maxi-mum of 4 the cap height of the associated text.

Pictograms used on their own

Please note:

For detailed information on the design and sizes for

three-dimensional applications, please refer to the

guideline Signage.

Pictograms in conjunction with information text (brochures)

4x

x

x

x

Pictograms as markers


21 Layout22 Overview23 Colours24 Online presentation25 Photorealistic rendering in the BMS26 Sample applications

ICONS.


ICONS. Layout.The formal criteria governing the design of icons are more freely defined in order to enable the complex depiction of various information.

For a design in conformity with the brand image, ele-ments such as design area, border line thickness, colour and typography are defined.

The basis for all icons is the circle frame, which has a defined line thickness that all icons and border shapes must adhere to. Motifs are always centred within the frame.

0,075 x 0,075 xxx

xx

CIRCLE FRAMEDiameter: xLine thickness: 0,075 x

COLOURRWE blueCMYK (100/60/0/0)Pantone 2945c

FONTRWE Text Bold

1 2 3

3

2

3

x0,075 x

x

1


ICONS. Overview.

Wind energy Natural gas Idea/Energy efficiency

Sample icons for various themes.

Electricity network Heat Oil


ICONS. Colours.Icons are generally used in the brand colour RWE blue, but can be used in any of the other brand colours if

these support the theme visually. Usually, the positive version of the icon is used, but the negative one can also be used.

If icons appear on a colour gradient, a contrasting colour should be used as a background.

Sample rendering of an icon in the brand colours

RWE grey 1

RWE grey 2

RWE grey 3

RWE yellow

RWE dark green RWE dark red

CMYK 0.0.0.20

RGB 217.218.219

#D9DADB

CMYK 0.0.0.55

RGB 146.147.149

#929395

CMYK 0.0.0.80

RGB 88.88.90

#58585A

Pantone 201

CMYK 0.100.100.40

RGB 157.13.21

#9D0D15

Pantone 109

CMYK 0.10.100.0

RGB 255.221.0

#FFDD00

Pantone 347

CMYK 90.0.100.0

RGB 0.153.50

#009932

RWE lightblue

Pantone 291

CMYK 35.0.0.0

RGB 176.223.245

#A6CAE1

RWE green

Pantone 368

CMYK 55.0.100.0

RGB 137.186.23

#88BA14

RWE red

Pantone 1795

CMYK 0.100.100.0

RGB 226.0.26

#E2001A

RWE orange

Pantone 137

CMYK 0.45.100.0

RGB 244.158.0

#F49E00


ICONS. Online presentation.The designated RWE icons should be prepared for online use as is typical for this type of media. The addition of set graphical elements and effects gives them a three-dimensional look.

An Adobe Photoshop CS3 template is available for download from the RWE brand management system.

Wind energy

Basic background RWE blue

Gradient background

RWE iconpositive

Design of RWE icons for online presentationExamples

Natural gas Idea/Energy efficiency

Electricity network Heat Oil

Outer Glow effect

Color Overlay effect

(Settings for Adobe Photoshop CS3, version 10.0.1)Please note:

An Adobe Photoshop CS3 template

for creating the three-dimensional

look of the RWE icons is available on

the RWE brand management system.

+ + =


CMYK 35.0.0.0

PNT 291

RWE yellow

RWE orange

RWE green

RWE red

RWE dark gre

RWE dark re

black

RWE grey 1

CMYK 0.0.0.80

ICONS. Photorealistic rendering in the BMS.

Document symbol(PowerPoint template)

Document symbol(short info)

Folder symbol(guidelines)

Folder symbol (ZIP file)

The depicted icons are used solely in the RWE brand management system.

In electronic media, the icons can be rendered in 3D, as is usual for electronic media. By using colour gradients, re ections and photorealistic images, a 3D impression can be created.

RWE yellow

RWE orange

RWE green

RWE dark gre

CMYK 35.0.0.0

PNT 291

RWE yellow

RWE orange

RWE green

RWE-red

RWE dark gre

RWE-dark re

black

RWE-grey 1

CMYK 0.0.0.80


Icons can be used in various media, meaning that the image size can be extremely varied. However, you should ensure that an icons primary function is to make informa-tion easier to understand and to support it visually.

Icons should never be placed in the centre of the commu-nication. If the icons are used with information text, their size generally corresponds to at least the cap height (x) and a maximum of 4x the cap height of the associated text.

An oversized icon is not permitted.

ICONS. Sample applications.

Brochures Internet usage

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28 Overview of possibilities29 Design elements

KEy VISUALS.


immer besser change management example

of a textual/photographic implementation

E-mobility example of a graphic implementation Mlheim matters example of a photographic

implementation

KEy VISUALS. Overview of possibilities.Key visuals are image elements that conform to the brand image and are used to represent special topics such as promotions or product ranges. There are no formal restrictions to their design, as long as they

conform to the spirit of the brand image. Key visuals can thus be implemented as graphics, text or photographs. The key visual should express the relevant topic in a sim-ple, striking way and ensure a high recognition factor.

The use of key visuals should be approved in advance by the Brand Manager.


Brand and secondary colours and colours for emphasis

RWE horizon

Re ection, rounded corners

Silhouette maskSimple colourful relevant

RWE corporate font

KEy VISUALS. Design elements.

Colours Typography Graphic effects

Colour gradients Visual style

Designs in conformity with the brand image ensure a consistent corporate style and make the RWE brand unmistakable.

As far as possible given the implementation technique used for a particular key visual, the defi ned design elements should be used.

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RWE lightblue

RWE green

RWE dark red

RWE red

RWE dark green

RWE blue

RWE yellow

RWE orange


CONTACT.If you have any questions relating to the RWE corporate identity, please contact:

RWE AG Group Corporate CommunicationsBrand CommunicationsOpernplatz 1 45128 EssenGermany

T +49 (0) 201 12-15589F +49 (0) 201 12-15924E [email protected]

Published by

RWE AG

Group Corporate Communications

Brand Communications

Opernplatz 1

45128 Essen

Germany

www.rwe.com

RWE Aktiengesellschaft

07 September 2010

All information subject to copyright.

Conception and design

Jung v. Matt/brand identity GmbH

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