manual de marca innospec cm 1197909112 brand guidelines
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Corporateidentity guidelines
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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 companys 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
InnospecInc.
InnospecManufacturingPark
OilSitesRoad,EllesmerePort
Cheshire,CH654HF,UK
Tel:+44(0)1513485831
Fax:+44(0)1513485838
www.innospecinc.com
withcompliments
InnospecInc.
InnospecManufacturingPark
OilSitesRoad,EllesmerePort
Cheshire,CH654HF,UK
Tel:+44(0)1513485831
Fax:+44(0)1513485838
www.innospecinc.com
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s p e c i a l t y c h e mi c a l s
Innospec Brand ValuesThe 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.
1.1. Visual Identity - Logo
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
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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 ss 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 ss p e c i a l t y c h e m i c a l s
s p ec i a l t y c h emi 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 useIllustrated 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:
1.1. Visual Identity - Logo
CD Artwork Master Logos
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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.
Innospec logo - artwork
Master files of these logos should always be used
when producing new material, These can be
found on the CD in the following location:
CD Artwork Master Logos
1. Example of Innospec businesses
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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 itsminimum size.
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:
1.1. Visual Identity - Logo
CD Artwork Master Logos
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 logoshould be produced;no smaller than 25mmin width. When there isa need to reproducesmaller than 25mm,there is an alternativeversion of the logo.
spec ia l t y chemica l s
s pec ia l t y c hemic a l s
Clear area
Clear areaClear area
Clear area
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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 coloursand 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 ReferenceTo 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 PantoneBlack
Innospec Red 0 94 100 0 237 28 36 Pantone1795C
Innospec Green 20 0 100 19 178 187 28 Pantone383C
Innospec Purple 46 88 0 0 151 67 153 Pantone513C
Innospec Blue 100 46 0 0 10 119 192 Pantone2935C
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
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When producing stationery for a business like ours
that operates within a global market place, consistencyis 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.
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.
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
Firstname Secondname
Position
Tel: +44 (0)151 000 5432
Fax: +44 (0)151 000 5432
Email: [email protected]
Innospec Inc.
Innospec Manufacturing Park
Oil Sites Road, Ellesmere Port
Cheshire, CH65 4HF, UK
www.innospecinc.com
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On the CD you will find master files for the
production of stationery. Above are examples ofA4 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:
2.2. Applications - Stationery master templates
CD Master Templates Stationery Templates
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2.2. Applications - Stationery master templates
0
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 addressdetails here
Compose yourletter here
Arial 10pt onsingle line spacingJustified
Arial 10pt onsingle line spacingJustified
Fixed element on
pre-printed stationery paper
Fixed element onpre-printed stationery paper
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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 Templa tes S ta tioner y Templates
11
Type details here
Compose your
fax here
Arial 10pt onsingle line spacingJustified
Arial 10pt onsingle line spacingJustified
Fixed element included onthe fax master template
Fixed element included onthe fax master template
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2.3. Applications - Screen based presentations and templates
2
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 requiredthere 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
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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
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3.1. Visual Identity - Typographic style
4
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
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Formata Family
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
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The files on the CD can be accessed from the folders as illustrated above.
4. CD - Contents
Stationery Templates
a4letter.doc
usletter.doc
a4fax.doc
usfax.doc
a4memo.doc
usmemo.doc
Stationery Artwork
For use in print:
a4letter
usletter
a4comp
uscompbuscard
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
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Innospec Inc.
Innospec Manufacturing Park
Oil Sites Road, Ellesmere Port
Cheshire, CH65 4HF, UK
email: [email protected]
www.innospecinc.com