innospec guidelines 2007login.innospecinc.com/assets/_files/documents/dec_07/cm... ·...

Corporateidentity guidelines

Innospec is a specialty chemicals company

competing in a global market. We have

manufacturing bases in many countries

and run a worldwide distribution network.

This means it is important for Innospec to

maintain a strong visual identity across all

communications, whether internal or external.

This is the Innospec corporate identity manual.

It has been designed to help everyone who works

for Innospec understand the key elements that

make up our visual identity and why it is important

to maintain a consistent approach across

everything we do.

A strong visual identity is a great business asset.

It reflects the personality of an organisation and

it is instantly recognisable. This identity helps to

differentiate a business from its competitors.

It offers the opportunity to send out the message

that a business is organised, efficient and credible.

In its simplest form, an identity might be seen as

just the company logo. But in practice a business

creates the right impression by paying attention

to a host of details. With the right investment, in

terms of time and implementation, a visual identity

becomes a huge asset. And just like any other

business asset, a company’s visual identity needs

to be managed carefully if it is to retain its value.

Contents

Our Innospec corporate identity guidelines cover

the following topics:

1.1. Visual Identity - Logo

Our logo is the single most prominent visual element

of our corporate identity. We have produced strict

guidelines for the clear and effective use of our

logo and these are illustrated in this section.

1.2. Visual Identity - Colour

A simple guide to using the specific colours of the

Innospec identity.

2.1. Applications - Stationery master templates

A guide to using the stationery templates that can

be found on the accompanying CD.

2.2. Applications - Screen based presentations

A simple guide to producing screen based

presentations and how to use the powerpoint

templates provided on the CD.

3.1. Visual Style - Typography

An explanation of the use of typeface families.

4. CD - Contents

How to access the files.

If you have any questions or require further

material please email:

[email protected]

Introduction - Using these guidelines

2

Innospec Inc.

Innospec Manufacturing Park

Oil Sites Road, Ellesmere Port

Cheshire, CH65 4HF, UK

Tel: +44 (0)151 348 5831

Fax: +44 (0)151 348 5838

www.innospecinc.com

with compliments

Innospec Inc.




Tel: +44 (0)151 348 5831

Fax: +44 (0)151 348 5838

www. innospecinc.com

s p e c i a l t y c h e m i c a l s

Innospec Brand Values

The Innospec logo has been designed to reflect the

core values of our business which are:

To ensure this message is not diluted, the

logo should not be adapted or amended in

any way. It is vital that our logo remains clear,

consistent and recognisable.

The Innospec Brand Values should be reflected

in everything that we do. This extends to all visual

communications both internal and external.


3

Confident we are challenging and focused

Informed we are expert and knowledgeable

Dynamic we are performance driven and enthusiastic

Clear we are open and transparent

Innovative we are forward thinking and inspired

4

1. Correct usage of the logo

2. Incorrect usage of the logo

s p e c i a l t y c h e m i c a l s s p e c i a l t y c h e m i c a l s

s p e c i a l t y c h e m i c a l s s p e c i a l t y c h e m i c a l s


This section indicates the correct and incorrect

usage of the logo, where it should be positioned,

clear areas, the minimum size for reproduction

and how the logo should be used within specific

business areas.

The logo should never be re-drawn or modified.

It should never be used in any other colours

than those specified.

Innospec logo - correct use

The correct use of the Innospec logo is vital

to maintain consistency throughout all

communication media.

Innospec logo - incorrect use

Illustrated on this page are a few examples of

the incorrect use of the Innospec logo.

Innospec logo - artwork

Master files of the logo should always be used

when producing new material, These can be

found on the CD in the following location:


CD Artwork Master Logos

5

There are three businesses that operate under the

Innospec name - Fuel Specialties, Active Chemicals

and Octane Additives. The logo for each of these is

illustrated above. To maintain consistency, the logos

should never be re-drawn or modified in any way.


Master files of these logos should always be used

when producing new material, These can be



1. Example of Innospec businesses

6

The Innospec logo should always have a clear area

(an area where no other printed material appears).

This reinforces the authority of the logo and avoids

confusion. The logo can also appear reversed out

of a single colour as shown above. This page also

provides guidelines for use of the logo at its

minimum size.


Master files of the logo should always be used

when producing new material. These can be




1. Clear area around the logo

2. Logo reversed out of flat black colour

3. Logo reversed out of flat colour

4. Logo in black only

5. Minimum size

There is a minimumsize that the logo should be produced; no smaller than 25mm in width. When there is a need to reproduce smaller than 25mm, there is an alternative version of the logo.



Clear area

Clear areaClear area

Clear area

7

1.2. Visual Identity - Use of colour for print and screen applications

Our colours

The table above illustrates the five colours

that make up the Innospec logo. The four

swatches opposite indicate the four colours

and how they should appear in CMYK.

Process colour

To be used when printing four or

more colours.

RGB screen

To be used for screen based presentations.

Pantone Reference

To be used when printing single or

special colour.

Note:

This manual has been produced in CMYK,

do not use this as a perfect colour match

Pantone® reference Process colour RGB Screen Pantone® reference

C M Y K R G B

Black 0 0 0 100 0 0 0 Pantone®Black

Innospec Red 0 94 100 0 237 28 36 Pantone®1795C

Innospec Green 20 0 100 19 178 187 28 Pantone®383C

Innospec Purple 46 88 0 0 151 67 153 Pantone®513C

Innospec Blue 100 46 0 0 10 119 192 Pantone®2935C

C 0 M 94 Y 100 K 0 C 20 M 0 Y 100 K 19

C 46 M 88 Y 0 K 0 C 100 M 46 Y 0 K 0

8

When producing stationery for a business like ours

that operates within a global market place, consistency

is vital. There are specific typographic guidelines which

should be followed at all times in order to maintain

this consistency. If a new piece of stationery artwork

is required there are stationery master artwork files

available on the accompanying CD.

Stationery examples

The Innospec stationery covers a range of items.

Above are a few examples.

Stationery master artwork

Master artwork for letterheads (A4 and US letter),

compliment slips and business cards, all created

in Quark Express, can be found on the CD in the

following location:

2.1. Applications - Stationery

CD Artwork Stationery Artwork

Innospec Inc.




Tel: +44 (0)151 348 5831

Fax: +44 (0)151 348 5838

www.innospecinc.com

with compliments

Innospec Inc.




Tel: +44 (0)151 348 5831

Fax: +44 (0)151 348 5838

www. innospecinc.com

Firstname Secondname

Position

Tel: +44 (0)151 000 5432

Fax: +44 (0)151 000 5432

Email: [email protected]

Innospec Inc.




www.innospecinc.com

On the CD you will find master files for the

production of stationery. Above are examples of

A4 documents and US letter size master templates.

An example of how to use these can be found on

the following pages.

Stationery master templates

Master template files for letterheads (A4 and US letter),

fax sheets and memos, all created in Microsoft Word

can be found on the CD in the following location:


CD Master Templates Stationery Templates

9


10

To prepare a letter, locate and open the file

‘a4letter.doc’. Save the template file as a new

document and begin typing in the relevant field.

The typeface is already set to the default corporate

typeface and styling. When producing a letter the

letter template should be used and printed onto the

Innospec pre-printed stationery. Other templates

such as the fax template have the logo and

address details incorporated and so can be printed

onto plain paper. This will help you to achieve

corporate consistency.

Type address details here

Compose your letter here

Arial 10pt onsingle line spacing Justified


Fixed element on pre-printed stationery paper

Fixed element on pre-printed stationery paper

Stationery master templates

Master template files for letterheads (A4 and US letter),

fax sheets and memos, all created in Microsoft Word

can be found on the CD in the following location:

CD Master Templates Stationery Templates

11

Type details here

Compose your fax here



Fixed element included on the fax master template

Fixed element included on the fax master template

2.3. Applications - Screen based presentations and templates

12

When producing screen based presentations

consistency is vital. There are specific guidelines which

should be followed at all times in order to maintain

this consistency. If a new presentation is required

there are Powerpoint template files available on

the accompanying CD.

Two templates have been provided, the version with

the black background with white type should be used

for screen presentations. For presentations which will

be printed, use the white background with black type.

Powerpoint master templates for screen

Master template files created in Powerpoint can

be found on the CD in the following location:

CD Master Templates Powerpoint Templates

1 2

3 4

13

The templates provide a range of different slides from

title slides through to information only and bar chart

slides. If a specific graphic is required as in example

4, this would need to be created separately.

To use, simply save the template file as a new

document and begin typing in the relevant fields.

The typeface is already set to the default corporate

typeface and styling. This will help you to achieve

corporate consistency.

Powerpoint master templates for print

Master template files created in Powerpoint can

be found on the CD in the following location:

CD Master Templates Powerpoint Templates

1 2

3 4

3.1. Visual Identity - Typographic style

14

To create a consistent look and feel across all

documentation and media it is important to use

the right typeface.

The typefaces for Innospec have been selected to

ensure our communications are easy to read and

instantly recognisable. Certain typefaces work well

on paper while others work better on screen.

Innospec has one typeface to be used on

communications such as letters, documents,

screen based and electronic communications.

The other typeface should be used for all

other communications.

The different typefaces are outlined above.

Our typefaces

The two type families used in our

communications are shown here. Formata is the

type family that should be used in written and

printed communications. Arial should be used

where it is not possible to use Formata.

The Innospec font has been designed

specifically for the logo and must not be

used for any other application.

Arial Family

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz



Formata Family




The files on the CD can be accessed from the folders as illustrated above.

4. CD - Contents

Stationery Templates a4letter.docusletter.doca4fax.docusfax.doca4memo.docusmemo.doc

Stationery Artwork For use in print: a4letterusletter a4compuscomp buscard

Innospec logo For use in print: innospec.eps (Colour)innospec.jpg (Colour)inswt.eps (White)insblk.eps (Black)insblk.jpg (Black) For use on screen: ins72.jpg (Colour)insblk72.jpg (Black) For use in print under 25mm: insml.eps (Colour)insml.jpg (Colour)insmlwt.eps (White)insmlblk.eps (Black)insmlblk.jpg (Black) For use on screen under 25mm: insml72.jpg (Colour)insmlb72.jpg (Black) Innospec Fuel Specialties logo For use in print: insfs.eps (Colour)insfs.jpg (Colour)insfswt.eps (White)insfsblk.eps (Black)insfsblk.jpg (Black) For use on screen: insfs72.jpg (Colour)insfsb72.jpg (Black)

Innospec Active Chemicals logo For use in print: insac.eps (Colour)insac.jpg (Colour)insacwt.eps (White)insacblk.eps (Black)inacblk.jpg (Black) For use on screen: insac72.jpg (Colour)insacb72.jpg (Black) Innospec Octane Additives logo For use in print: insoa.eps (Colour)insoa.jpg (Colour)insoawt.eps (White)insoablk.eps (Black)insoablk.jpg (Black) For use on screen: insoa72.jpg (Colour)insoab72.jpg (Black)

Powerpoint Templates scrntmp.potprintmp.pot

CD

Master Templates

Stationery Artwork

Powerpoint TemplatesMaster Templates

Stationery Templates

Artwork ArtworkMaster Logos

15

Innospec Inc.




email: [email protected]

www.innospecinc.com

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