pkl rebrand: visual identity guide

Visual identity GuidelinesnoVember 2008

Contentsusing these guidelines 01

the PKl logo 02the PKl logo 03

PKl logo – Clear space 04

PKl logo – Colour versions 05

PKl logo – minimum size 06

PKl logo – incorrect usage 07

the PKl strapline 08the PKl strapline 09

the PKl strapline – Clear space 10

the PKl strapline – Colour versions 11

the PKl strapline – minimum size 12

the PKl strapline – logo relationship 13

the PKl strapline – incorrect usage 14

supporting graphics 15typefaces 16

• Primarytypeface 16

• Substitutetypefaces 16

Colour palette 17

Photography 18

• Photographysubjectmatter 18

• Photographystyling 18

• Photographyusage 18

• Incorrectusageofphotography 19

business stationery 20letterhead 21

Follow on 22

business Card 23

With compliments slip 24

dl envelopes 25

C5 envelopes 26

C4 envelopes 27

business templates 28Word template 29

PowerPoint template 30

timesheet template 31

Press release template 32

Fax header template 33

email signature template 34

Html email template 35

using these guidelines

TheseguidelinesareintendedtobeusedbyeveryonewhoisemployedbyPKLasawhole,andbyadvertisingagencies,designers, printers, consultants and manufacturerswhoworkonbehalfofPKL.

ThePKLvisualidentityhasbeencreatedto reflect the fresh approach PKl takes torecruitment.

Toachievethis,consistentandreliabledepictionofkeybrandelementsisessentialand therefore, as a representative of the wider PKl marketing community, it is essential that you should comply with boththedirectionandthespiritoftheseguidelinesatalltimes.

if you are unsure of the interpretation or implementation of any element of these guidelines, please call the PKl marketing Departmenton+61292324980.

1VisualidentityGuidelines–November2008


tHe PKl loGoOurlogoisanimportantcomponentofouridentity.it is the face of our organisation and appears on the majorityofourvisualcommunication.Itisthereforeimportantthatthefollowingguidelinesareadheredto.


the PKl logologo elements

the PKl logo is made up from the following elements:

1 PKl type

2 PKl icon

it is important that these elements are never used in isolationunderanycircumstance.

logo versions

Thelogoonlyappearsinahorizontalformat.Thelogo isnevertoappearinaverticalformat.

File formats

the PKl logo is supplied as finished artwork in the following file formats:

• VectorEPS

• PressreadyTIF

• ScreenreadyJPG

• InternalreadyPNG

Onlyfinalartworkfilesaretobeused.


PKl logo – Clear spaceThelogoelementsareinafixedrelationship. the minimum clear space around the logo defines theareaintowhichnootherelementmustintrude.

Thedistanceisbasedonhalftheheightoftheletter‘P’inthewordPKL.Thisrepresentstheminimumclearspacedistanceallowedaroundthelogo.


PKl logo – Colour versionsthere are 5 colour versions of the PKl logo, they are:

1 Positive logo – Colour

ThisisthepreferredcolourversionofthePKLlogo. The2followingcolourversionsmaybeusedwhen there is a specific marketing requirement or there is areproductionlimitation.

2 Positive logo – black

Whencolourreproductionisn’tavailable(such asnewsprint),theblackversionmaybeused.

3 negative logo – black icon on green

ThisversionofthePKLlogomayonlybeusedon thePKLgreenbackground.

4Negativelogo–Greenicononblack

ThisversionofthePKLlogomayonlybeusedon ablackbackground.

5 negative logo – White logo on PKl colour

ThisversionofthePKLlogomaybereversedoutofanycolourfromthePKLcolourpalette*.

6 negative logo – White logo on PKl image

this version of the PKl logo may appear on PKl imageryaslongasthereisadequatecontrastbetweenthelogoandthebackground.

* Furtherinformationonthesecoloursareavailableonpage17.

1 Positive logo – Colour

5 Negative logo – White logo on PKL secondary colour

2 Positive logo – Black

3 Negative logo – Black icon on green background 4 Negative logo – Green icon on black background

5 Negative logo – White logo on PKL imagery


PKl logo – minimum sizeTheminimumsizemustbeobservedtoensurethelegibilityofthelogo.Theheightoftheletter‘P’intheword‘PKL’shouldneverfallbelow4mmatanytime(seeright)

4mm


Do not redraw the logo. Do not alter or distort the logo in any way.

Do not use the logo smaller than the specified minimum size.

Do not add any other graphic elements or intrude into the

specified clear space.

Do not rearrange or alter the size relationship between any of the

logo elements.

Do not re-assign the element colours.

Do not use any colours other than the colours specified on page 17.

Do not place the logo on busy, non-contrasting backgrounds or non PKL coloured backgrounds.

Do not use the logo at too low a resolution for its production output. Where possible, use

vector eps formats.

PKl logo – incorrect usageThelogoisveryimportanttothePKLbrand.Astrongbrandiscreatedthroughconsistency.Itisthereforecriticalthatthelogoisnotalteredinanyway.Seeexamplesofincorrectusageofthelogo(right).

ArtworkisavailableforallversionsofthePKLlogo fromthePKLMarketingDepartment.Ifanysituationarisesregardinglogousagethathasnotbeencoveredin this document contact the PKl marketing department on+61(0)292324980.


tHe PKl straPlineour logo communicates who we are while our strapline communicates what we do and how we doit.Ourstraplineisapowerfuldevicethatsays alotaboutPKLinverylittlewords–Don’twalk,Run.


the PKl straplinethe PKl strapline is:

Don’twalk,Run.

the PKl strapline is supplied as finished artwork in the following file formats:

• VectorEPS

• PressreadyTIF

• ScreenreadyJPG

• InternalreadyPNG

Onlyfinalartworkfilesaretobeused.Forconsistencyreasons,thePKLstraplineisnevertobetyped.


the PKl strapline – Clear spacethe minimum clear space around the PKl strapline defines theareaintowhichnootherelementmustintrude.

Thedistanceisbasedontheheightoftheletter‘D’inthesentence“Don’twalk,Run.”Thisrepresentstheminimumclearspacedistanceallowedaroundthestrapline.


the PKl strapline – Colour versionsthere are 3 colour versions of the PKl logo, they are:

1 Positive strapline – black

this version of the PKl strapline may appear on a white background,onanycolourfromthePKLcolourpalette*or on PKl imagery as long as there is adequate contrast betweenthestraplineandthebackground.

2 Positive strapline – Green

this version of the PKl strapline must only appear on awhitebackground.

3 negative strapline – White strapline on PKl colour or PKl image

ThisversionofthePKLstraplinemaybereversedoutof any colour from the PKl colour palette* or on PKl imageryaslongasthereisadequatecontrastbetweenthestraplineandthebackground.


1 Positive logo – Black

2 Positive logo – Green

3 Negative strapline – White strapline on PKL colour or PKL image


the PKl strapline – minimum sizeTheminimumsizemustbeobservedtoensurethelegibilityofthelogo.Theheightoftheletter‘D’intheword‘Don’t’shouldneverfallbelow2mmatanytime(seeright).

2mm


the PKl strapline – logo relationshipthe PKl strapline may sit with the PKl logo in a fixed relationship(shownright).Thisrelationshipmustneverbealteredinanyway.

PKl strapline – logo colourways

LikethefixedpositioningrelationshipbetweenthePKL straplineandlogo,theretooarefixedcolourwaysbetweenthePKLstraplineandlogo(shownright).Theyare:

1PKLstrapline/logo–Colour,whitebackground

2PKLstrapline/logo–Black,whitebackground

3PKLstrapline/logo–Colour,greenbackground

4PKLstrapline/logo–Colour,blackbackground

5 PKl strapline/logo – White on PKl colour or PKl image*


PKL strapline/logo relationship diagram

1 PKL strapline/logo – Colour, white background 2 PKL strapline/logo – Black, white background

3 PKL strapline/logo – Colour, green background 4 PKL strapline/logo – Colour, black background

5 PKL strapline/logo – White on PKL colour or PKL image


Do not alter or distort the PKL strapline or retype using

another font.

Do not use colour combinations other than the colours shown

on page 13.

Do not use the PKL strapline smaller than the specified

minimum size.

Do not add any other graphic elements or intrude into the

specified clear space.

Do not combine the PKL strapline with the PKL icon only. The

strapline must appear with the entire PKL logo.

Do not alter the wording of the PKL strapline, even for

special events.

Do not alter the relationship between the PKL strapline

and PKL logo.

Do not place the PKL strapline on busy, non-contrasting backgrounds or non PKL coloured backgrounds.

Do not use the PKL strapline at too low a resolution for its

production output. Where possible, use vector eps formats.

the PKl strapline – incorrect usageThestraplineisveryimportanttothePKLbrand.Astrongbrandiscreatedthroughconsistency.Itisthereforecriticalthatthestraplineisnotalteredinanyway.Seeexamplesofincorrectusageofthestrapline(right).

ArtworkisavailableforallversionsofthePKLstrapline fromthePKLMarketingDepartment.Ifanysituationarisesregardingstraplineusagethathasnotbeencovered in this document contact the PKl marketing Departmenton+61(0)292324980.


suPPortinG GraPHiCssupporting graphics such as colours, typefaces and photography are very important to our brand.Thelogoisouridentityandour supportinggraphicsisourpersonality. Itgivesflavourandlifetoourcommunication.


abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()_+-=[]\;’,./{}|:”?


abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()_+-=[]\;’,./{}|:”?Berthold Cosmos Family


abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789!@#$%^&*()_+-=[]\;’,./{}|:”?Arial Family

typefacesPrimary typeface

OurprimarytypefaceisBertholdCosmos.Cosmos is a soft, sophisticated corporate font that reflects thefreshnessofPKL.Itcomesin4weights:

• CosmosLight(regularanditalic)

• CosmosMedium(regularanditalic)

• CosmosBold(regularanditalic)

• CosmosExtraBold(regularanditalic)

CosmosLightmustbeusedforallheadlinesand bodytext.Theotherweightsmaybeusedforhighlightingpurposes.

TheBertholdCosmosfamilycanbepurchased from www.fonts.com or www.linotype.com

Substitutetypeface

InapplicationswhereCosmosisunavailable,pleaseuseArial(Regular,Italic,Bold,BoldItalic)asasubstitutefont.


Colour paletteOurcolourpaletteisbestdescribedasfresh andnatural.Ourcoloursrangefromtheyellows throughtothegreensandbluesofthecolour spectrum(seethePKLcolourmatrixright).No othercoloursmaybeaddedwithoutapproval ofthePKLMarketingDepartment.

Coated stoCKspot Colour Pms 5835 CProcess Colour C=15M=12Y=57K=30

unCoated stoCKspot Colour Pms 5845 uProcess Colour C=14M=9Y=51K=25

sCreenrGb Colour R=158G=153B=82HEXColour #9e9952



sCreenrGb Colour R=245G=227B=38HEXColour #F5e326



sCreenrGb Colour R=191G=184B=10HEXColour #bFb80a



sCreenrGb Colour R=79G=168B=0HEXColour #4Fa800



sCreenrGb Colour R=0G=138B=128HEXColour #008a80



sCreenrGb Colour R=0G=171B=201HEXColour #00abC9

PKl beiGe

PKl yelloW

PKl lime

PKl Green

PKl teal

PKl blue


PhotographyPhotographyisanpowerfulcomponentofourbrand.Itsays who we are and what we’re like instantly without a writtenword.Ourphotographyreflectsourbrandvalues:

• Brilliance

• Committed

• Energy

• Fresh

• Passion

• Savvy

• Sophisticated

Photographysubjectmatter

our photography depicts our candidates engaging in inspiring activities which theyarepassionateabout.

Photography styling

our photography is fresh and spontaneous, never staged.Itisalwaysshotoutsidewithbrightnaturallightingandalwaysprintedincolour(aslongasreproductionallows).

Photography usage

Ourphotographyisalwaystobeusedatalargescale togiveourcollateralastrongcleanlook(seeright). Itisnevertobeusedsmallscaleorimplemented intoacollage.Ifacolouredpanelistobeusedwiththephotography, match the photograph to a colour from the PKLcolourpalette.

PKL photography examples

PKL photography usage example


incorrect usage of photographyas photography is a very power component of our brand,itisimportantthatweareselectivewhenimplementingphotography.Herearesomecommonmistakestoavoid.

Neveruseblackandwhitephotography unless reproduction isrestrictive(i.e.newsprint).

never use photography without people(i.e.productphotography).

Neverusedeepetchedphotography.

never apply colour effects to photography(i.e.sepiatone).

never use photography where peoplearenotthemainfocus.

never use photography that may bedeemedoffensive.

Neverusestaged,predictable orunnaturalphotography.

Neveruseillustrations.

never use photography at a resolution toolowforitsoutputmethod.


business stationeryThecleanandcorporatedesignofourbusinessstationery conveys the professionalism and efficiencyofPKL.Thefollowingpagesoutline thecomponentsofourstationerykit.


letterheadsize:

• A4(210mmx297mm)

Print:

• 1pp

• 2xSpot

Paper stock:

• K.W.DoggettsKnight–SmoothWhite

• 120gsm

Variants:

• Sydney

• Melbourne

• Brisbane

to order stationery contact the PKl marketing Departmenton+61(0)292324980.

level 9, 2

5 b

ligh street sydney n

sW 2

00

0t(02)92324980f(02)92325990

www.pkl.com

.au


Follow onsize:

• A4(210mmx297mm)

Print:

• 1pp

• 2xSpot

Paper stock:


• 120gsm



business cardsize:

• 90mmx55mm

Print:

• 2pp

• 2xSpot–SideA 4 colour process – side b

Paper stock:


• 400gsm

Variants:

• Sydney

• Melbourne

• Brisbane


level 9, 25 bligh street sydney nsW 2000t(02)92324980f(02)92325990 www.pkl.com.auSpecialists in Business Support

insert name insert Position

d (02)00000000 m 0000 000 000 e [email protected]

PKL business card – Front

Don’twalk,Run.Sydney•Melbourne•Brisbane

PKL business card – Back


With-complimentsslipsize:

• DL(210mmx99mm)

Print:

• 1pp

• 2xSpot

Paper stock:


• 120gsm

Variants:

• Sydney

• Melbourne

• Brisbane


level 9, 2

5 b


sW 2

00

0t(02)92324980f(02)92325990

www.pkl.com

.au


dl envelopesize:

• 220mmx110mm

Print:

• 1pp

• 2xSpot

Paper stock:

• K.W.DoggettsKnight–SmoothWhiteDLwallet, Peel-n-seal,boxedin500’s

Variants:

• Sydney

• Melbourne

• Brisbane


level 9, 2

5 b


sW 2

00

0

www.pkl.com

.au


C5 envelopesize:

• 229mmx162mm

Print:

• 1pp

• 2xSpot

Paper stock:

• ClosestpaperstockmatchingK.W.DoggettsKnight – White smooth in a pre made C5 envelope

Variants:

• Sydney

• Melbourne

• Brisbane


level 9, 2

5 b


sW 2

00

0

www.pkl.com

.au


C4 envelopesize:

• 324mmx229mm

Print:

• 1pp

• 2xSpot

Paper stock:

• ClosestpaperstockmatchingK.W.DoggettsKnight – White smooth in a pre made C4 envelope

Variants:

• Sydney

• Melbourne

• Brisbane


level 9, 2

5 b


sW 2

00

0

www.pkl.com

.au


business temPlatesThePKLbusinesstemplateshavebeencreatedtogive an unified voice to PKl when communicating bothinternallyandexternally.Itisimportantthatthetemplatesarenotalteredinanyway.Ifanewtemplateis required, contact the PKl marketing department on+61(0)292324980.


Word templatesize:

• A4(210mmx297mm)

Format

• MicrosoftWord

templates:

• Coverpagetemplate

• Textpagetemplate

ThePKLWordtemplateisavailable from the PKl marketing department, call+61(0)292324980.

Financial results &

highlights July 2008

Financial results &


Financial results &


Financial results &


Financial results &


Financial results &


PKL word template – Cover

Cover options

PKL word template – Text page


PowerPoint templatesize:

• Genericscreen(254mmx190.5mm)

Format

• MicrosoftPowerPoint

templates:

• Coverslidetemplate

• Textslidetemplate

ThePKLPowerPointtemplateisavailable from the PKl marketing department, call+61(0)292324980.

Financial results &


Heading goes here

08F

inancial results & highlights July 2008

Financial results &

highlights July 2008 F


Financial results &

highlights July 2008 F


PKL PowerPoint template – Cover slide

Cover optionsPKL PowerPoint template – Text slide


timesheet templatesize:

• A4(210mmx297mm)

Format

• MicrosoftWord/AdobeAcrobat

templates:


ThePKLtimesheettemplateisavailable from the PKl marketing department, call+61(0)292324980.

Name of temporary: John Smith

Name of company: ABC Company

State: NSW VIC QLD

[Timesheets must be received by 6pm Friday]

Week ending Sunday:

Start time Start time Start time Start time Date Day hours:mins hours:mins Break hours:mins hours:mins Total hours

00 September 08 Mon 00:00 00:00 00:00 00:00 00

00 September 08 Tues 00:00 00:00 00:00 00:00 00

00 September 08 Wed 00:00 00:00 00:00 00:00 00

00 September 08 Thurs 00:00 00:00 00:00 00:00 00

00 September 08 Fri 00:00 00:00 00:00 00:00 00

00 September 08 Sat 00:00 00:00 00:00 00:00 00

00 September 08 Sun 00:00 00:00 00:00 00:00 00

Total hours: 00

Client AuthorisationSignature signifies compliance with PKL’s Terms of business and acceptance of hours to be charged including overtime and other penalties according to the relevant State award.

A permanent placement fee is payable to PKL should a temporary be placed permanently on your staff within a period of twelve months from the completion of the last assignment.

Client name: John Client

Client Signature:

Title: HR Manager

Department: Human Resources

Assignment continuing: Yes No

Temporary available for work next week: Yes No

Fax to: (02) 92325990Email to: [email protected]

Sydney | Melbourne | Brisbane | pkl.com.au

Tim

esheet


Press release templatesize:

• A4(210mmx297mm)

Format

• MicrosoftWord

templates:


ThePKLpressreleasetemplateisavailable from the PKl marketing department, call+61(0)292324980.

Press release


Fax templatesize:

• A4(210mmx297mm)

Format

• MicrosoftWord

templates:


ThePKLfaxtemplateisavailable from the PKl marketing department, call+61(0)292324980.

Facsimile

To: [Insert recipient’s name] From: [Insert sender’s name]

Fax: [Insert recipient’s fax number] Pages: [Insert number of pages]

Phone: [Insert recipient’s phone number] Date: [Insert date]

Re: [Insert fax’s subject matter] CC: [Insert recipient’s being cc’d]

INSERT FACSIMILE SUBJECT

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Lorem ipsum causae takimata dissentias ei qui, mei sale singulis no. Mea ut epicuri sensibus. Cu solum ridens pro, ponderum consul vituperatoribus cu eos, odio scripserit persequeris quo ut. Eum exerci fastidii constituto te. Id sea error nominavi. Usu ne modus imperdiet, accusam pericula reformidans pri cu. Reque doctus nostrud cu mea, dicam tollit no vim. Qui in luptatum reformidans, tota bonorum ius no, ius ne dolor efficiendi. His ut brute falli verterem. At feugiat saperet vix. Has erroribus percipitur ei, pro suscipit partiendo no, possim utroque consulatu pro cu. Integre ancillae honestatis sit ad.

Quo cu albucius petentium, ea feugait inimicus tincidunt usu, invenire expetenda iudicabit usu ea. Eu atqui mentitum usu, eum ad noster accusata similique, id movet euismod senserit mel. Eu eos erat tation, cu his bonorum officiis. Mel enim nulla eu. Natum volumus te sed, mei adhuc integre ei, his et assum aeterno fuisset. Elitr delicatissimi ea vix, diceret constituto ex duo, tritani quaeque corrumpit eu ius. Sit zzril oratio imperdiet et. Ut per sonet populo possim. Ad primis iriure imperdiet pri, ea habeo scripta repudiandae.

Lorem ipsum causae takimata dissentias ei qui, mei sale singulis no. Mea ut epicuri sensibus. Cu solum ridens pro, ponderum consul vituperatoribus cu eos, odio scripserit persequeris quo ut. Eum exerci fastidii constituto te. Id sea error nominavi. Usu ne modus imperdiet, accusam pericula reformidans pri cu. Reque doctus nostrud cu mea, dicam tollit no vim. Qui in luptatum reformidans, tota bonorum ius no, ius ne dolor efficiendi. His ut brute falli verterem. At feugiat saperet vix. Has erroribus percipitur ei, pro suscipit partiendo no, possim utroque consulatu pro cu. Integre ancillae honestatis sit ad.


email signatureFormat

• OutlookExpresslinkingtoMicrosoftWord file containing email signature

templates:

• Sydney

• Melbourne

• Brisbane

ThePKLemailsignaturetemplateisavailable from the PKl marketing department, call+61(0)292324980.


Html email template[Tobedesigned]

www.pkl.com.au

pkl rebrand: visual identity guide

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