thebluebook 7 layout 1 · 2013-11-27 · helvetica arial our typography the typeface of our brand...

The Bluebook

WelcomeWelcome to a world of colors.

Experience our vision, our personality, our values.See what makes our Group different.

Understand the unique expression of two national market leaders, becoming only one brand.

Share the story of more than one century in paint.

Guideline the present. Design the future.

Using these guidelines you’ll be able to developa consistent expression of the corporate identity of the Policolor Orgachim Group, to communicate the specificity of its local trademarks:Policolor and Orgachim.

Content

Brand Vision Guidelines

Two companies. One story 6

Two alphabets. The same language 7

Two words. Just one name 8

Our brand coverage 9

Our brand wings 10

Engineering imagination 11

Our values 12

Competence 13

Innovation 14

Trust 15

Brand personality 16

Colors 17

Core blue 18

Visual identityGuidelines 19

Coverage 20

Policolor Orgachim Group Visual identity 21

Usage 22

Corporate signature 23

Occurrences 24

Engineering 25

Minimum size 26

Legibility 27

Don’t 28

Corporate colors 29

Our typography 30

Corporate stationery 31

Letterhead 32

Fax sheet 34

Folder 35

Business cards 36

Compliment card 37

Envelopes & cd labels 38

Signage 39

Our tone of voice 40

Our brand imagery 41

Endorsement and co-branding 42

Policolor & Orgachim Trademarks Visual identity 43

Usage 44

Trademarks signatures 45

Occurrences 46

Signature design 47

Gear 48

Brandline 49

Gear palette 50

Gears usage 51

Letterhead 52

Fax sheet 53

Business cards 54

ID Tag 55

Compliment card 56

Envelopes 57

More 58

T-Shirts 59

Bags 60

Cars 61

Banners 62

Flags 63

Unipol 64

Lightbox 65

Store 66

Press Ad 67

Mesh 68

Brand VisionGuidelines

Two companies. One story.

Our story starts with our heritage.

Over 100 yearsof history in colors.Sometimes red, blue, yellow… green, white or red…. in other words…. policolored.

But constantly: the regional market leader, part of the life of millions of people living in the South-Eastern Europe,coloring their homes, sharing with them the most importantmoments of their life, for generations.

6

Two alphabets. The same language.

Words may look different, but when we speak about paints and coatings, we speak about colors.

Colors speak “by heart”, they don’t need any alphabet.

That’s why color is the official language of our brand.

Син Albastru

Зелен VerdeRo[u Червено

7

Two words. Just one name.

In both countries people regard the brand as: “an old helpful friend or relative, always ready to help, positive and handy, able to make their life brighter.”

This means more than respect. This means trust, loyalty,commitment.

This makes our brand a lovemark that turns every houseinto “my home”.

Orgachim means PolicolorPolicolor means Orgachim

8

Our brand coverage

Policolor Orgachim Group is a corporate brand, covering differentbusiness units: architectural, industrial, automotive, etc.

All the business units share the vision and values of the corporate brand:Policolor Orgachim Group.

The architectural business unit, part of the Policolor Orgachim Group, is traded locally under the following brand names:

Policolor for Romania and other EU and non EU countries;Orgachim for Bulgaria.

This manual will refer to these brands as “trademarks” used locally todesignate the architectural business unit of the Policolor Orgachim Group.

9

Our brand wings

Orgachim and Policolor. Two cerebralhemispheres of the brand. One rational,technical rigorous, the other onecreative, vivid, emotional.

One linked with the industry, the otherone with people. One speaking aboutour expertise, the other one about ourpassion.

Both building a unique brand vision, a new perspective for a colorful world.

10

Engineering imagination

This is a statement communicating our mission:to offer a tool to our customers in order to express their ideas,creativity, hopes, to bring their dreams to life.

This is a statement uttering our belief:that future starts today.

As a result, our company is developing a special regard forhealth, nature, and environment, promoting at the same timethe top cultural achievements of our civilization.

11

Competence • Innovation • Trust

12

Competence

This value defines the territory of our brand. Itis an attribute shared by our employees andinvestors with our dealers and customers.

As a regional market leader, we are proud toinvest constantly in improving the level ofknowledge, to share experiences, to upgradecompetencies. To be a trend setter in amarket in progress.

13

Innovation

This is a core value in our corporate businessphilosophy.

We stand for innovation offering ourcustomers products based on the latesttechnological standards, but also productssetting new standards in terms of customers’needs based on quality and product benefits.

14

Trust

This is a basic value in our relation withemployees, customers and investors.

We have earned our employees and partnerstrust through mutual understanding andsupport.

We have earned our customers’ trust byunderstanding their needs, and providingconstant quality for our products.

We have gained the trust of our investors bydelivering consistent results.

We have generated community trustdemonstrating a real sense of corporate socialresponsibility.

15

Brand personality

Colorful

Active

Positive Friendly

FamiliarReliable

16

ColorsColor is the heart of our universe. Color is the expression of our vision about life,about the future.

Color means joy, brightness, hope, expectations.That’s why, the goal of our Group is to bring colors into life. To think, design, andshare colors.

Color is the core of our visual communication. Bright, vivid, intense, full colors arebecoming a trace of the brand identity, generating a fresh, dynamic and positiveenvironment for the messages of our corporation.

17

Core blueIn the center of our colorful universe there is one dominant. Blue.

This is the color inherited from the former logos of the Policolorand Orgachim companies.

This is the color of the sky, the color of freedom, of imagination,of serenity and trust.

18

Visual identityGuidelines

19

Coverage

The guidelines of our identity cover two levels:

The corporate identity of the Policolor Orgachim Groupthat is integrating the business of two market leaders:Policolor SA Romania and Orgachim JSC Bulgaria.

The identity of Policolor and Orgachim trademarks usedin order to assign the corporate communication of thearchitectural business unit for the Romanian and for theBulgarian market, respectively.

20

Policolor Orgachim GroupVisual identity

21

Usage

The use of the corporate signature ismandatory in corporate communicationwhenever the Group is involved:

• for the internal communication of theGroup;

• for the external business to businesscommunication involving the Group inrelation with other institutions;

• for the external business to businesscommunication of the business unitsthat are not using separate trademarks,as, for example, the industrial paintbusiness unit.

The use of the corporate signature isrecommended in the following situations:

• for the business to businesscommunication of the trademarks and/orbusiness unit brands, when thecorporative reference is considerednecessary;

• in order to assign products, makingreference to the manufacturer, in thebusiness to consumer communication.

22

Our corporate signature

A dynamic corporate signature has beendeveloped, combining two logotypes into onesign used locally by the Policolor andOrgachim trademarks.

The role of this common corporate signatureis to express the fact that now, two marketleaders are part of the same team, are part ofthe same story.

23

Occurrences Primary signature:

It is always recommended to usethe full color version. Blue or whitebackground would offer the bestenvironment for the corporate signature.

Grayscale signature: One color signature:

For the one color printing, use Policolorblue as your first choice (as we used inthis example) in terms of color. Use whiteas the "one color signature" on darkbackgrounds.

24

OrgachimPolicolor

OrgachimPolicolorHelvetica Rounded Black; Tracking 0

Helvetica Rounded Black; Tracking 0

Helvetica Rounded Black; Tracking 0

Helvetica Rounded Black; Tracking -60

x2r

X

X

r

X

X

XX

X

rZZ

2r

2r

Signature design

The letter "i" has been used to design thecorporate signature. The body of the letter "i" isthe same in the two words, and will bedesignated as "x". Use "x" in order to calculatethe signature dimensions.

The letter "i" point is designated as "2r", and willbe used to calculate the dimensions of the whiteline and of the registered mark sign.

rZZ

2r

25

4 mm

4.5 mm

3.5 mm

5 mm

5.5 mm

6 mm

6.5 mm

7 mm

7.5 mm

8 mm

8.5 mm

Minimum sizeTo protect the integrity, legibility and impact ofthe corporate signature, it must never bereproduced in sizes smaller than 6 mm for theprimary signature height, and of 4 mm for thelogotype signature height.

26

X

X

X

X X

Clear space area

LegibilityThe signature must never appear linked orcrowded by other graphic elements: copy, iconsor other logos.

It is mandatory to maintain a minimum clear areaaround the signature. The minimum clear area isdefined using: "x" - the height of the body ofletter "i" of the logotype.

The presence of the white frame of the corporatesignature isolates it and offers a good legibilityeven if the signature background is an image.

27

Don’tDon’t reproduce the corporate signature inany other way than those specified in thismanual.

The examples shown here, and all otherdeviations from the guidelines in this manual,are incorrect and strictly prohibited.

Master artwork must be used forthe reproduction of all elements.

Don’t use tints

Don’t alter colour usage

Don’t use outlines

Don’t position vertically or at an angle

Don’t change background colour

Don’t crop

Don’t substitute typefaces

Don’t affect the minimum clear area

Don’t use old logos

Policolor Orgachim

Policolor Orgachim

Policolor Orgachim

Policolor Orgachim

Policolor Orgachim

Policolor Orgachim

Policolor Orgachim

Orgachim

28

Our corporate colors

Policolor blue - Pantone 300

It is the color inherited from the former logo of thePolicolor brand. This will be the dominant color for theGroup’s corporate communication, and as an alternativeto white, the secondary color used in the visual identity ofPolicolor and Orgachim trademarks.

Pantone 300CMYK: 100 / 43 / 0 / 0RGB: 0 / 122 / 194Web color: #0066cc

Orgachim blue - Pantone 276

This color, inherited from the former Orgachim logo, couldbe used in corporate communication materials tounderline and emphasize the presence of Policolor blue.

Pantone 276CMYK: 87 / 87 / 0 / 51RGB: 37 / 28 / 92Web color: #1d134a

29

HelveticaArial

Our typography

The typeface of our brand is Helvetica. It is a highly functional typeface widelyavailable both in Latin and Cyrillic alphabet.

All weights of Helvetica family includingitalics, may be used for all printed items.

Secondary type face is Arial.

- Helvetica regular- Helvetica condensed- Helvetica light- Helvetica italic

- Helvetica bold- Helvetica bold italic- Helvetica medium- Helvetica black- Helvetica black italic

- Helvetica rounded bold- Helvetica rounded bold italic

30

Our corporate stationery

Policolor blue is a corporate identity elementreinforcing the presence of our Group signature,as you may notice in the following applications.

31

Orgachim JSC

21, Treti Mart Blvd, Ruse 7000

Tel: + 359 82 88 6222 Fax: + 359 82 88 6221

www.orgachim.bg

Policolor SA

51 Theodor Pallady Blvd,Bucharest 032258Tel: 021 345 17 30Fax: 021 345 19 30

www.policolor.ro

H

0,5 H

H

2,5 H

L L

HelveticaNeueRom Bold 7.5 points

HelveticaNeueRom 7.5 points; leading 12 pointsHelveticaNeueRom 7.5 points; leading 9 pointsHelveticaNeueRom 7.5 points; leading 9 pointsHelveticaNeueRom 7.5 points; leading 9 points

HelveticaNeueRom 7.5 points; leading 12 points

Dimensions:Document: A4: 210x297mmLogo: H=14 mmBlue stripe: 210x35 mm

Address details: Alingned with the logo. Use two or oneaddress according to the local or regional useof the documents. The address detailes heightmust not exceed the equivalent of 2,5H

Colors:Header: Policolor Blue - Pantone 300Address: black 60%

Proportions:For a paper size different form A4, the abovementioned dimensions will be ajustedproportionately.

Letterhead

32

Orgachim JSC


Tel: + 359 82 88 6222 Fax: + 359 82 88 6221

www.orgachim.bg

Policolor SA


www.policolor.ro

Orgachim JSC


Tel: + 359 82 88 6222 Fax: + 359 82 88 6221

www.orgachim.bg

Policolor SA


www.policolor.ro

0 mm 20 mm 38 mm 190 mm 297 mm0 mm

55 mm

55 mm

290 mm

297 mm

Body copy-ul se va scrie cu Myriad Regular 11 pt............, consectetur adipisicing elit, sed do

eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis

nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure

dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur

sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est

laborum."

Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque

laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto

beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur

aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi

nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur,

adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore

magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum

exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi

consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil

molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur

Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia

consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro

quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non

numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat

Your sincerely,

Persons name

Job description

Dear Adrian,

unsafe printable area

folding area

For official correspondence it isrecommended to use preprinted paperwith letterhead.

Letter template

33

Fax sheet

• Date • Pages number :

• Expeditor

• Destinatar

Orgachim JSC

21, Treti Mart Blvd., Ruse 7000

Tel: + 359 82 88 6222; Fax: + 359 82 88 6221

www.orgachim.bg

Policolor SA

51 Theodor Pallady Blvd,Bucharest 032258;Tel: 021 345 17 30;Fax: 021 345 19 30

www.policolor.ro


• Expeditor

• Destinatar

Orgachim JSC


Tel: + 359 82 88 6222; Fax: + 359 82 88 6221

www.orgachim.bg

Policolor SA

51 Theodor Pallady Blvd,Bucharest 032258;Tel: 021 345 17 30;Fax: 021 345 19 30

www.policolor.ro

34

Exterior 2

Exterior 1

Orgachim JSC

21, Treti Mart Blvd., Ruse 7000Tel: + 359 82 88 6222; Fax: + 359 82 88 6221

www.orgachim.bg

Policolor SA

51 Theodor Pallady Blvd, Bucharest 032258;Tel: 021 345 17 30; Fax: 021 345 19 30

www.policolor.ro

Orgachim JSC

21, Treti Mart Blvd., Ruse 7000Tel: + 359 82 88 6222; Fax: + 359 82 88 6221

www.orgachim.bg

Policolor SA

51 Theodor Pallady Blvd, Bucharest 032258;Tel: 021 345 17 30; Fax: 021 345 19 30

www.policolor.ro

Inside folderfolder poket

Orgachim JSC


Tel: + 359 82 88 6222; Fax: + 359 82 88 6221

www.orgachim.bg

Policolor SA

51 Theodor Pallady Blvd, Bucharest 032258;

Tel: 021 345 17 30; Fax: 021 345 19 30

www.policolor.ro

Orgachim JSC


Tel: + 359 82 88 6222; Fax: + 359 82 88 6221

www.orgachim.bg

Policolor SA

51 Theodor Pallady Blvd, Bucharest 032258;

Tel: 021 345 17 30; Fax: 021 345 19 30

www.policolor.ro

Inside folderfolder poket

White folder

Blue folder

Folder

35

Business cards

Mircea AndreiCorporate Communication Manager

Mobil: +40 722 65 59 [email protected]

HelveticaNeueRom Bold 8 ptHelveticaNeueRom Roman 7 pt; leading 8.4 pt

HelveticaNeueRom Roman 6 pt; leading 7.2 ptHelveticaNeueRom Roman 6 pt; leading 7.2 pt

Policolor SA51, Theodor Pallady Blvd, Bucharest 032258

Tel: 021 345 17 30; Fax: 021 345 19 30

Orgachim JSC21, Treti Mart Blvd., Ruse 7000

Tel: + 359 82 88 6222; Fax: + 359 82 88 6221

www.policolor.ro www.orgachim.bg

HelveticaNeueRom Bold 7 pt; leading 8.4 ptHelveticaNeueRom Roman 6 pt; leading 7.2 ptHelveticaNeueRom Roman 6 pt; leading 7.2 pt

HelveticaNeueRom Bold 7 pt; leading 8.4 ptHelveticaNeueRom Roman 6 pt; leading 7.2 ptHelveticaNeueRom Roman 6 pt; leading 7.2 pt

HelveticaNeueRom Bold 7 pt; leading 12 pt

H 2,5 H

2,5 H

L/2L/2

Dimension: 90x50mmSupport: white cardboard Colors: Pantone 300 C

Pantone 276 CCool Gray

36

Compliment card

Orgachim JSC - 21, Treti Mart Blvd, Ruse 7000, Tel: + 359 82 88 6222, Fax: + 359 82 88 6221, www.orgachim.bg

Policolor SA - 51 Theodor Pallady Blvd, Bucharest 032258, Tel: 021 345 17 30, Fax: 021 345 19 30, www.policolor.ro

With compliments

37

Envelopes & cd labels



It is recommended to print our Group stationeryon white cardboard or paper and to avoid to useother colors or sophisticated textures.

38

Human Resources

Logistic Department

Financial Department

Meeting Room

R&D Department

Signage

39

Our tone of voice

The verbal identity may reflect thepositive and friendly attributes of ourbrand. A straight, simple and call toaction tone of voice reflects our brandpersonality.

Also the reference to our corporation inbodytext will be made by using lowercase, such as here: Policolor OrgachimGroup.

The use of our corporation name incapitals would be inconsistent with the‘friendly touch’ we want our brand toportray.

40

Our brand imageryAll the images used in our brandcommunication will be vivid and bright,containing movements, actions, emotions.

People should be natural and everyday,not model like or emphatic.

Images should express freshness, joy oflife, optimism.

41

Alexandra MarinescuMarketing Manager


Madalina CoandaMarketing Manager



Tel: 021 345 17 30; Fax: 021 345 19 30


Tel: 021 345 17 30; Fax: 021 345 19 30


Deko Professional is member of


Tel: 021 345 17 30; Fax: 021 345 19 30


Tel: 021 345 17 30; Fax: 021 345 19 30


Klar Professional is member of

Endorsement and co-brandingGroup signature may be used inthe business to businesscommunication of the DekoProfessional and Klar sub-brandsas a reference to the manufacturerin order to relate and endorse theirmarket presence.

The use of the trademark logo:Policolor or Orgachim in thepresence of the corporatesignature is not recommended.

To avoid redundancy, designateclear the level communicationinvolved: local versus regional,business to business versusbusiness to consumer, or at leastdetemine which level predominates.

Even in the situation when bothcorporate and trademarksignatures should be used on thesame material, avoid to make themvisible in the same time.

42

Policolor & Orgachim TrademarksVisual identity

43

Usage

The use of the trademarks isrecommended in:

• local business to businesscommunication of thearchitectural business unit inrelation to retailers, distributors,dealers;

• local business to consumercommunication of thearchitectural business unit.

44

Our trademarks signatures

Policolor signature will be used in Romaniaand in other EU and non-EU countries exceptBulgaria in order to endorse the products fromthe architectural business unit owned by thePolicolor Orgachim Group.

Orgachim signature will be used in Bulgaria inorder to endorse the products from thearchitectural business unit owned by thePolicolor Orgachim Group.

The trademarks' signatures are directlyderived from the Group signature and, as aresult, you may notice that they are designedand used according to similar rules.

Apply the guidelines from the previousechapter regarding the colors, typography, toneof voice, imagery in order to develop aconsistent trademark communication.

45

Occurrences

Logotypes signatures

Primary signature:

This is the recommendedversion of signature for ourtrademarks. The use of theprimary signature is reinforcing theconnection with the Groupidentity.

Cyrillic signature:

For Orgachim, a cyrillic version ofthe signature may be used, on theBulgarian market if necessary.

One color signature:

For the one color printing, usePolicolor blue as your first choicein terms of color.

Black color was used here as an example.

The logotype is a simplified version of the trademark signature.This secondary option offers the possibility to increase the dimension of thetrademark logotype, providing more visibility especially inside small areas.

46

x

2rX

X

X

X

XX

X

r2r

r2r

X

X

X

X

X X X

2r2r

Signature design

The letter "i" has been used to design thecorporate signature. The body of the letter"i" is the same in the two words, and willbe designated as "x". Use "x" in order tocalculate the signature dimensions.

The letter "i" point is designated as "2r",and will be used to calculate thedimensions of the white line and of theregistered mark sign.

47

GearHere is the most important element of our trademarks visualidentity system: the Gear.

Designed in order to reinforce our trademarkscommunication, the Gear adds color, energy and creativity.

The "gear wheel" is the basic example of mechanicalengineering: but in our communication it is a symbol forworking as a team, moving forward, powering imagination.

Vivid and poli-colored, our Gear is the best graphicexpression of our brands' vision, the footprint of thetrademarks communication.

48

Brandline


49

Our brandline is a statement expressing the spirit of ourtrademarks and also the vision of our Group.

Our brandline is the verbal expression of the Gear.

The use of the brandline is not mandatory. It adds moresubstance to the brand communication, and at the sametime makes the communication more formal and “global”.

Gear palette

Pantone 306C70 / 0 / 0 /0

Pantone 485C0 / 100 / 100 /0

Pantone 123C0 / 20 / 100 /0

Pantone 362C80 / 0 / 100 /0

Pantone 584C40 / 0 / 100 / 0

Pantone 2945C100 / 70 / 0 / 10

50

The Gear palette is a springboard to thepolicolored universe of our brands.

You may add color to stationery and trademarksliterature using the Gear and colors form theGear palette.

Gear usage

Crop Scale Rotate

Change colors Distort Reorder

51

The Gear is a graphic element offeringyou more freedom than an icon indeveloping creative visual applicationsfor our trademarks.You may crop, scale and rotate theGear, in order to fit specific surfaces.

The Gear should be used only as agroup. Do not reorder, change colors,or distort it.

According to the same creative vision,you may use the Gear as asupergraphic over different kinds ofbackgrounds.

Letterhead

Engineering imaginationPolicolor SA - 51 Theodor Pallady Blvd, Bucharest 032258; Tel: 021 345 17 30; Fax: 021 345 19 30

www.policolor.ro

Engineering imaginationOrgachim JSC - 21, Treti Mart Blvd., Ruse 7000; Tel: + 359 82 88 6222; Fax: + 359 82 88 6221

www.orgachim.bg

52

For a paper size different from A4, theabove mentioned dimensions will beadjusted proportionately.

For official correspondence, it isrecommended to use preprintedpaper with letterhead.

Fax sheet


• Expeditor

• Destinatar

Orgachim JSC


Tel: + 359 82 88 6222; Fax: + 359 82 88 6221

www.orgachim.bg

• Date

• Expeditor

• Destinatar

• Date

• Pages number :

• Expeditor

• Destinatar

Policolor SA

51 Theodor Pallady Blvd,

Bucharest 032258;

Tel: 021 345 17 30;

Fax: 021 345 19 30

www.policolor.ro

On black & white materials it isrecommended to use the logotypesignature, as you may notice from thisapplication.

53

Business cardsThe visit cards of our empoyees withlocal responsabilities: sales people,distributors, dealers, etc are referringstrictly to the local trademarks.

Policolor SA

51, Theodor Pallady Blvd, Bucharest 032258

Tel: +4 021 345 17 30; Fax: +4 021 345 19 30

www.policolor.ro


Ioana Marchidan

Area Sales Manager

Mobil: +40 722 65 59 40

[email protected]

Orgachim JSC21, Treti Mart Blvd., Ruse 7000Tel: + 359 82 88 6222; Fax: + 359 82 88 6221

www.orgachim.bg


Ioana MarchidanArea Sales Manager


54

Ion MUSAT

Func]ieDepartament

Ion MUSAT

Func]ieDepartament

Id tagThe Gear may be used whenever it ispossible to bring color and energy tothe materials used in the trademarks'communication.

55

With compliments

21, Treti Mart Blvd., Ruse 7000Tel: + 359 82 88 6222

Fax: + 359 82 88 6221

www.orgachim.bg

With compliments

51 Theodor Pallady BlvdBucharest 032258Tel: 021 345 17 30

Fax: 021 345 19 30

www.policolor.ro

Compliment cardSometimes, a relevant copy maycomplete the presence of the Gear asin the compliment card application.

Make sure that the text does notexceed 3-4 words, and the layoutremains simple, elegant and clean.

56



EnvelopesWe may use the brandline referenceon the envelopes especially ifbusiness to business communicationis involved.

The English brandline may suggestthat the trademarks are part of aninternational Group.

57


MoreYou may use only the primarysignature or the logotype if there arerestrictions related to the area,texture, or the material to bepersonalized. But, in all the othercases, the presence of the Gear isrecommended.

58

Engineer of imagination

T-shirtsA personal touch is always welcomedin our trademarks communication.

For example we may designate ourstaff as "engineers of imagination"and we may use this reference forpersonalizing their T-shits.

59



Engineering imagination Engineering imagination

BagsThe use of the Gear offers a dynamicapproach in our trademarkscommunication, based on the"imagination" core concept of ourbrand.

Here are some examples of differentusages of the Gear accompanied ornot by the brandline.

60

CarsNotice the use of the logotype inrelation to the Gear for thepersonalization of our cars.

The possibility to increase the size ofthe letters will recommend the use ofthe logotype instead of the primarysignature of the trademarks in thiscontext.

61

BannersIn developing a banner design youmay take into account the usage,visibility and environment.

Hereby we suggest some examples,but further developments arerecommended in accordance with theparticular usage.

62

FlagsThe vertical position of the logotypeoffers the best visibility for ourtrademarks signature circumstancesconsidered.

In case of other similar materials youmay consider this possibility even ifthe horizontal usage is the primarychoice.

63

UnipolIf we aim to make our signature visiblefrom afar, we may choose to use thelogotype in association with the Gear.

The frame of the primary signaturegenerates a 2 point reduction of thelogotype.

Sometimes, as in this situation, it isbetter to sacrifice the corporateawareness generated by the primarysignature for a better visibility of thetrademark name.

64

LightboxIt is always useful to refer to thecontext and use it to build relevantcommunication.

This example proves how the frameof the lightbox is echoes the frame ofour signature. As a result, thelogotype usage creates a primarysignature suggestion.

65

StoreThe Gear in association with thetrademark logotype may be used inthe indoor and outdoorcommunication of our shops.

Lightboxes, banners but also otherinnovative tools may build a strongpresence of our shops in the city.

We have to design our shops not onlyas "cash points" for our business, butalso as "imagination touch points".

66

DESCRIERE: Vopsea superlavabilarecomandata pentru decorareacamerelor de copii si camerelor dinspitale. Vopseaua are in compozitieioni de argint, ceea ce ii confera unefect permanent antibacterian. Sepoate aplica pe suprafete interioarepe baza minerala: zidarie, ciment,placi de gips –carton, vopsele pebaza de latex.

DESCRIERE: Vopsea superlavabilarecomandata pentru decorareacamerelor de copii si camerelor dinspitale. Vopseaua are in compozitieioni de argint, ceea ce ii confera unefect permanent antibacterian. Sepoate aplica pe suprafete interioarepe baza minerala: zidarie, ciment,placi de gips –carton, vopsele pebaza de latex.

SPOR KIDS cu Ioni de Argint. Far` solven]i. F`r` alergii.

www.policolor.ro

Press adThe press ad is an application provingthe possible use of the trademarksignature in the presence of a productbrand.

Notice the distant placement of theproduct logo and packaging inrelation to the trademark signature inorder preserve a strong and legiblepresence for each of them.

67

SPOR KIDS cu Ioni de Argint. Far` solven]i. F`r` alergii.

www.policolor.ro

MeshThis is another exampledemonstrating how the trademarksignature may sustain and endorseproduct brand communication.

68

The visual applications in this manual are available also in electonic versions.

Please contact our communication office to receive additional information,

support or/and necessary approvals.

thebluebook 7 layout 1 · 2013-11-27 · helvetica arial our typography the typeface of our brand...

Documents