powerpoint-präsentation - radium · pdf fileradium branding manual | 03.2016 2 ... a...

2Radium Branding Manual | 03.2016

Branding Manual 2016

I. Design Strategy page 3

I. Logo page 4

II. Typo page 7

III. Colour code page 10

IV. Strategy page 12

V. Layout grid page 14

II. Creative Mission page 17

I. Applications of our vison page 18

III. Your Contact Person page 30

The values of the brand and the new design strategy of

Radium pay: On the trade fair Light + Building, the brand has

been newly presented in the new corporate design.

We want to use this energy in 2016 and stage the brand at all

points of contact creatively. Thereby, the new

communications manual will help. It wants to show, how to

anchor the brand more powerfully within the heads of the

target groups, how to distinguish the brand clearly from

competing enterprises and, of course, how it will be

recognised.

neue formen may support Radium to develop a stronger

perception of the brand.

Our successful method („Walk of Brain“-principle) caters for:

» More clarity at less explanation

» More differentiation despite less rules

» More ideas at less briefing expenditure

Und now: enjoy yourself while reading!



As a differentiation to central competitors, a distinguishing design strategy has been developed for Radium.

This ensures a quick recognition of the brand and caters for a consistent appearance at all points of contact for the brand.

Resulting, some simple design rules have emerged, which shall be supplemented by best-practise applications

in the framework of our creative mission.


Branding Manual 2016DISTINGUISHING THE

BRAND



LOGO VERSIONS AND SIZES

A logo is more than just a name. It shows the identity of a

company. There are the following possibilities to depict the

Radium logo in the pantone colour system or 4c:

In exceptional cases, the logo may be depicted black on a white

base if the medium requires that in order to ensure a better

contrast. Especially when in use for merchandise items a

change of contrasting colours may be helpful to arrive at a better

reproduction.

PROTECTION ZONE

Logos have to fulfil many requirements in a complex media environment. Thus, a fixed

protection zone is intentionally not defined and leaves that to individual judgement regarding

optimal readability.

The Radium logo must not be used within a continuous or reading text: for example, such as

Radium.

Capital letters such as RADIUM are also explicitly not permitted. Whenever Radium

Lampenwerk GmbH is mentioned in the text, Radium may exclusively be set as genuine text

in black.

Size

For the double spaced versions, the size of the logo should not go below 12 mm in any

case.

Application

The Radium Logo may only be used as stated above. Especially not allowed are the

following versions of the Radium logo:

Addition of “Die Lichtmarke” or

“Lampenwerk Wipperfürth”

Other colours or templates

put on top

Unproportioned scales

and distortions

DISTINGUISHING THE

BRAND

Wrong font or modifications



For all print media, the logo should be positioned in the

light cone. Should there also be a headline in the cone

the logo may be positioned in the upper area.

If the logo should be on its own in the cone, it should

be positioned in the bottom area.

The distance between the logo and the page margin

may be defined by the safety distance of the individual

advertising material.

Read more on the following pages.

DISTINGUISHING THE

BRAND



BRAND


Application for Flyer, Brochures, Mailings, etc.

The interoffice font of Radium Lampenwerk GmbH is the „Helvetica New“. It

is a serif-free Linear Antiqua font. It is timeless, well readable and variable

for application due to its numerous font styles. This substantial font

variations support suitable use for the medium regarded and the intention as

well, whereas a uniform type face is always assured.

• As a standard font the ‘Helvetica New Regular’ will be

preferred for all usual compositions.

• Font style ‘Thin’ is especially suitable for highlighting

text parts and for subtitles.

• For headlines font style ‘Bold’ should be used.

• In tables single blocks may be highlighted by font style

‘Condensed Bold’.

The choice of respective font style lies in the designer’s hands, it offers

enough creative freedom and depends on the desired impression and effect

of the text design, the amount of text and the media regarded. Paragraphs

should be set preferably in ‘grouped style’.


HELVETICA NEW REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZÄÖÜabcdefghijklmnopqrstuvwxyzäöü0123456789!?#%&@€*{(/|)}

HELVETICA NEW THIN


HELVETICA NEW BOLD


HELVETICA NEW CONDENSED BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZÄÖÜ

abcdefghijklmnopqrstuvwxyzäöü

0123456789!?#%&@€*{(/|)}

DISTINGUISHING THE

BRAND



Application for Office and Web

PC-users who have not implemented font ‘Helvetica New’ should use

the system font ‘Arial’. Also when using PowerPoint and in the internet

this font will be suitable. Especially for general correspondence font

‘Arial’ would be the choice, in order to avoid format mistakes when

exchanging documents beyond system borders.

The system font ‘Arial’ is also timeless and well readable. It is applied in

different font styles including their responding italics-versions as well.

• As a standard font the ‘Arial Regular’ will be preferred for all

usual compositions.

• Font style ‘Bold’ is especially suitable for highlighting

text parts and headlines.

• For captions, distinctions and highlighting

in a continuous compositions style italic may be suitable.

ARIAL

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789!?#

%&@€*{(/|)}

ARIAL BOLD


abcdefghijklmnopqrstuvwxyz0123456789!?#%&@€*{(/|)}

ARIAL ITALIC


abcdefghijklmnopqrstuvwxyz0123456789!?#%&@€*{(/|)}

DISTINGUISHING THE

BRAND



BRAND



Orange:

Euro scale: C 0 % | M 75 % | Y 100 % | K 0 %

RGB: R 255 | G 102 | B 0

# ff6600

Pantone scale: Pantone 021 C

RAL: RAL 2004 …

Call-to-action bars and coloured areas for contrasting

highlighting of text, bullet points, Highlight-Text

1. Colour of the brand promise

DISTINGUISHING THE

BRAND

White:

Euro scale: C 0% | M 0 % | Y 0 % | K 0 %

RGB: R 255 | G 255 | B 255

# ffffff

Blue:

Euro scale: C 100 % | M 56 % | Y 0 % | K 0 %

RGB: R 0 | G 98 | B 174

# 0061ad

Pantone scale: Pantone 293 C

RAL: RAL 5005 Signal blue

Black:

Euro scale: C 50% | M 50 % | Y 50 % | K 100 %

RGB: R 13 | G 8 | B 2

# 0d0802

Pantone scale: Pantone Black C

RAL: RAL 9017 traffic black

Grey:

Euro scale: C 0% | M 0 % | Y 0 % | K 5 %

RGB: R 246 | G 246 | B 246

# f5f5f5ffffff

Typo Headline,

2. Colour of the brand promise

Element of style light cone, realisation in 90%

und embedded shadow

Typo continuous text

Background areas for table columns or

shading text



BRAND



WE DEFINE THE VALUE PORTFOLIO FOR

ELECTRICAL INSTALLERS:

DISTINGUISHING THE

BRAND

The brand positioning now fits to the target focus group – the

installer

The Logo is adapted to the corporate color of LEDVANCE

Messaging for communication: Let‘s go orange!



BRAND



INNOVATIVE LAYOUT GRID

Similar to a big performance, the layout grid for the brand is the stage

for the design elements. Here, all the different orchestrations and

emphases come together.

A spellbinding show distinguishes itself by a central theme, great

leading actors, freedom and alternation.

All these requirements are met by the new grid of Radium:

It will adjust responsively to any media type and does need only a few

elements for recognition.

DISTINGUISHING THE

BRAND

Example ‘Business Card’: Minimal implementation of design elements for brand recognition.



THE LIGHT CONE

In addition to the logo the light cone is the most important element for

recognition. Thus, this design element is present on all media.

The size of the light cone is defined by the bottom line X.

The top line must always be in the same rate/proportion of X:2.

The colour is white with 90% opacity. There is a cast shadow behind.

In format DIN A4 this shadow is defined by an angle of 135°, distance

1,23mm, width 3,694mm and an opacity of 75%.

This will be adjusted for other formats proportionally.

X:2

X

DISTINGUISHING THE

BRAND



The central task of the creative mission shall be staging the benefits of the brand for as much attention as possible.

A creative mission may be conveyed to all relevant points of contact with the brand.

The mission:

‘create light moments’

Whereas competitors often just put the products themselves in the foreground, Radium focuses on the situated and emotional

effects of light. Professionality and competence are visually communicated via modern design and attractive picture material.

The mission, however, specifies a more in-depth brand promise: it puts the very moment forward when light shines.

That may happen on a personal and emotional level – by depicting similar situations – and so, create enthusiasm.

On the other hand, technical and visionary imaginary worlds where places are shaped by light emphasise the possibility to

‘design’ with light. In this case, there is always also an individual tone to it as the target group will be inspired by those motifs and

will create their own light moments in their heads.



BUSINESS CARD

The light cone shall be put to the left side, in 10% black with a cast shadow

behind.

At the right the contact data are to be found. They should be set following the

sloped light cone in a parallel fashion.

Name Nachname

Position

Radium Lampenwerk GmbH

Postfach 14 40

51678 Wipperfürth

Dr.-Eugen-Kersting-Straße 6

51688 Wipperfürth

Telefon: (02267) 81-429

Telefax: (02267) 81-555

Mobil: (0160) 8862920

Mail: [email protected]

Web: www.radium.de

The rear side may be used for the English version or left empty.

A safety distance of 4mm must be kept to all borders.

STAGING THE

BRAND



LETTER PAPER

The sheet of writing paper in format 210 x 297 mm is designed plainly and

clearly, therefore, it appears technically clearheaded. The letter paper should

be used and put together according to the following composition and

measurements.

Pre-printed forms can be obtained at Radium purchasing department.

Generally speaking, the font ‘Helvetica New Regular’ is employed for the

whole letter sheet, with size 8 pt. for window and address writings.

For the letter text we recommend font size 11 pt. For high-lightings and

especially important text passages the ‘Helvetica New Bold’ should always be

employed. Font colour has to be black at all times.

The second page of the letter paper has only got the logo on the top right.

STAGING THE

BRAND



E-MAIL SIGNATURE

The E-Mail signature can be compared with the letter head of a traditional business

letter. It is an important part of our visual communication and fortifies our brand. Thus,

we want to ask you to observe the following rules.

Please, strictly comply with the subsequent notes regarding the composition of the

signature:

Arial is to be used as font in font colour black.

The font size for the standard signature is 10 pt., for the company 8pt.

Please, do not use different font styles (such as bold, italic, spaced). An exception

shall be the company name only.

Radium-Orange is not permitted for either company name or any other details.

Further, no graphics or symbols shall be inserted.

Please, do not add claims or any other accompaniments which have not been issued

by the marketing department.

How to change your E-Mail signature:

You can change you signature manually in Outlook so:

File -> Options -> Email -> Signatures.

This new signature should be chosen as standard signature for ‘new mail’ and

‘respond/ forward’.

STAGING THE

BRAND



FLYER

The cover page is to design in the same way for all flyers.

It comprises of a full-area photo in compliance with the image strategy. The light

cone shall be superimposed over the picture as a design element. For product flyers

silhouetted product images can be put there as well and as wanted.

The logo shall be placed in the bottom area of the cone. Its size may vary and shall

be chosen according to the size of the flyer.

The headline may be one or three lines and must consist of two parts:

• The first part shows the name of the flyer in ‘Helvetica New Bold’

• The second part shall be an emotional short slogan. It shall be shown in

‘Helvetica New Thin’

For the interior of the flyer there are no strict specifications.

The rear side shall be similar to the cover page. Der light cone shall be shown

mirrored. The logo shall also be in the bottom area of the design element. A half-

page picture shall be set into the upper area of the rear page. Here, too, the image

strategy must be observed. Below the picture the contact data shall be placed.

A safety distance of 8mm is to be kept to all borders.

STAGING THE

BRAND



CATALOGUE

The cover of the catalogue shows the light cone with logo in the bottom area.

Further, the light cone shall be placed throughout all intro pages of every

single chapter. The picture motifs of these intro pages shall be chosen fitting to

the following content and represent this content according to the image

strategy. The intro pages shall always be full-face.

Category pages follow the general idea of the intro pages, they also show the

light cone as well as picture material regarding. For category pages the design

just takes the upper half of the page. The lower half will contain the description

of the content of the category.

The catalogue layout is bilingual in German/English. These two languages

differentiate by different fonts – German is set in ‘Helvetica New Bold’ and

English in „Helvetica New Thin“.

The following safety distance shall be kept to all borders:

STAGING THE

BRAND



CATALOGUE DIMENSIONS

The size of the catalogue shall be: 200 x 264 mm

Title pages:

Title pages carry a full-faced Picture and the light cone.

Subtitle pages:

On the subtitle pages there is a picture with the light cone and headline in the upper area.

The Picture has got a height of 154mm.

The German headline in „Helvetica New Bold“ and the English one below in „Helvetica

New Thin“

The bottom border of the headline has got a distance of 11mm to the light cone border.

In the light cone, product images may be displayed, if wanted.

In the bottom area there shall be two grey boxes with a distance of 8mm to the picture.

The distance between the boxes shall be 4mm.

STAGING THE

BRAND

4mm

154mm

11mm

8mm



CATALOGUE DIMENSIONS

Inner pages:

The composition of the table pages may vary according to target and topic.

Within the upper safety distance the category can be found where you are.

German in „Helvetica New Bold“ and English in „Helvetica New Thin“. Both in 8pt.

For standard table pages the composition is always divided in two areas. The tables always

begin at a distance of 35mm.

On top, there are the column headers, followed by a box which names and describes the

product, in German and English. German language is always on the top and is in Radium-

Blue and in „Helvetica New Bold“, 9pt. Directly below, there is the English version in the

same font style but in black and 8pt.

Under the box, there is the enumeration of the article numbers of this block.

At the side, there should be pictures of the products.

Further product information can be found in the bottom area over the full width of the page.

In the bottom safety distance notes regarding further information might be shown.

STAGING THE

BRAND

35mm



DESIGN OF ADVERTISEMENTS

Advertisements of Radium should always be designed in the same style.

The upper half of an advertisement shall contain a meaningful picture with

light cone, logo and headline. The logo shall be placed at the top end of the

light cone, the headline at the bottom.

The font size of the headline may vary according to the type of advertisement,

in order to make it reader-friendly. For the typography, the headline is always

set in ‘Helvetica New Bold’ in colour blue. Sub headlines may be put in ‘Thin’.

The bottom area may be designed freely to gusto.

When a direct connection should be given to make it easier for the viewer to

establish contact, the web address www.radium.de shall always be put in the

bottom right area.

These requirements shall be applicable for all DIN formats.

STAGING THE

BRAND

http://www.radium.de/


Branding Manual 2016STAGING THE

BRAND

WEBSITE

On the website, too, the design strategy is continued.

The header contains the light cone as an element and thus, adjusts in a simple

and effective way to the Corporate Design of Radium.



TRADE FAIR STAND

The trade fair stand works with the light cone as well as picture elements

according to the image strategy. The overall impression of the trade fair stand is,

therefore, clean and non too flamboyant – there is still much free space due to

the white zones where the eye can become quiet, calm down and the focus will

be guided to the content and all other design elements.

Here, too, the headlines shall be set in ‘Helvetica New Bold’ and shown in blue.

Continuous text as well as bullet points shall be set in „Helvetica New Regular“.

STAGING THE

BRAND



PRESENTATION SLIDE MASTER

The slide master shall be observed for all external presentations.

It contains templates for every topic and situation regarded.

The cover page shall always show a full-face picture with the overlying light

cone. In the top left corner there should be the Radium logo.

In the bottom area a double spaced headline in „Helvetica New Bold“ shall

define the topic. The sub headline may be set in ‘Helvetica New Thin’. The

subheadings of the presentation shall be designed correspondingly.

The content section comprises of three elements:

1. Header area: This area shall be shown in grey and is separated from the

content by an orange coloured line. The title of the presentation shall be at

the top of the grey area and below that the headline of the slide regarded.

2. Content area: Here, you can choose from several possibilities of views.

According to gusto pictures, text, tables or diagrams may be employed.

When using diagrams the predetermined colours must be observed.

3. Footer: The bottom area is separated from the content by a thin orange

coloured line. Here, the date shall be inserted on the left and logo and page

number on the right.

STAGING THE

BRAND


OTHER

The design strategy shall be used for all contact points with the brand,

whereas it is the designer’s responsibility to choose sensibly and put

the elements to use in accordance with the application.

For recognition and identification of Radium brand the employment of

the logo is an indispensable requirement.

Further, the light cone may be installed freely and sensibly on many

different advertising articles and contact points (for example EM-

planner, trade fair bag).

For small advertising material the logo might be used on its own.

STAGING THE

BRAND Branding Manual 2016



Any questions regarding the branding

manual?Just call.

JAN EISLEBENHead of Marketing

Radium Lampenwerk GmbH

Dr.-Eugen-Kersting-Straße 6

51688 Wipperfürth | Germany

Tel. +49 2267-81-429

Fax +49 2267-81-555

[email protected]

www.radium.de

CONTACT

powerpoint-präsentation - radium · pdf fileradium branding manual | 03.2016 2 ... a...

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