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Brand style guidelines
Table of ConTenTs
InTroduCTIon
3 What is the purpose of the brand style guide?4 Cabico brand
logoType
6 Logotype7 Colors8 Colors/versions9 Colors/usage10 Monochrome white (knockout)11 Monochrome white (knockout)/usage12 Protected space13 Restrictions14 Position and proportion15 Examples of position and proportion restrictions
fonTs
17 Primary font families18 Web font families19 MS Office font families
Colors
21 The red color
produCT lInes
23 About the product lines
Imagery
26 Introduction27 The product dimension (always in color)28 The product/main view29 The product/secondary view30 The product/details and accessories31 The product/doors32 Styling33 Human touch/lifestyle (always in color)34 Human touch/the artisans (always in black and white)35 Human touch/the designers (always in black and white)
uses and applICaTIons
37 Introduction38 Examples of applications
3 Introduction
What is the purpose of the brand style guide?
Visual identity is a crucial component of all successful brands. This guide
explains how to consistently use established “visual codes” in all Cabico
communication tools so our name is easily recognized by our targeted
constituencies.
To create a brand style guide that works for Cabico’s visual identity in each
of its many contexts, we have established specific application principles and
precise rules for many possible situations. Differences in interpretation may
still occur, even when intentions are good.
While it will be a challenge to apply the standards in all possible contexts,
the brand style guide should remain an important resource, consulted to ensure
that our communications are always professional, reflecting respect for and
pride in the brand.
Because no style guide can cover all the possible iterations of a visual identity,
you should contact the Cabico marketing department to obtain approval whenever you encounter a situation or context that is not covered here.
4 Introduction
Cabico brand
our vIsual IdenTITy Is an ImporTanT veCTor for our brand.
At Cabico, our people and our human dimension are everything—the very heart of our brand. Every aspect
of our business reflects this human touch, whether it’s our total design freedom or custom-crafted
fabrication. It defines our brand personality.
Our visual identity system and related graphics standards have been developed to present our differentiators,
which we are committed to preserving and communicating. When it comes to our brand, all our
communication tools and initiatives must reinforce the perception that Cabico is:
Lively and committed World-class
Fresh and bright A company where people come first
L o g o t y p e
6 logotype
Logotype
The Cabico logotype serves as the linchpin of
our visual identity system, and should never be modified at any time. As one of our primary assets,
it helps our company achieve recognition within
our own network as well as within our industry. Its
design is simple, pure, classic, and timeless. Using
the logo correctly and respecting its integrity are
equally important.
The typography, red background, and overall proportions of the logo comprise its inseparable whole.
TaglInes
The taglines CUSTOM CABINETRY and ARMOIRES SUR MESURE (in French) must comply with the proportions shown here. The taglines must never be used independent of the logo or in another manner.
Communications with taglinesAny communications that are promotional in nature must include the tagline in this form.
Communications without taglinesIn order to streamline communication materials, the logo may appear without the tagline in the following situations:
• In communications that describe our activities (in text or images).
• In communications sent to recipients who are already familiar with Cabico (i.e., internal communications).
PRIMARY
SECONDARY
News Gothic font family
News Gothic font family
7 logotype
Colors
panTone® 485
C 0M 100Y 100K 0
R 218G 41B 28
# DA291C
panTone® proCess blaCk
C 0M 0Y 0K 100
R 0G 0B 0
# 000000
whITe
C 0M 0Y 0K 0
R 255G 255B 255
# FFFFFF
Red is Cabico’s official color. Depending on the application, black and white are also options.
“Cabico red”—PANTONE® 485—and its equivalents must never be modified, altered, or changed.
panTone® 422
C 19M 12Y 13K 34
R 158G 162B 162
# 9ea2a2
8 logotype
Colors/versions
PANTONE® 485 or four-color process Monochrome black
9 logotype
Colors/usage
Four-color process
Four-color process – restrictions
Should be contrasted enough to ensure readability
Logo’s colors should not be reversed
Should be contrasted enough to ensure readability
Monochrome black
Monochrome black – restrictions
Dandist, odis ea prest andae volliquam que suntur
aliquatquae discid mi, comnimperum qui voluptati blacea
in pro temod ut voluptae. Temporest, sequass imillesecte
voles ad qui dendeni muscientest.
Dandist, odis ea prest andae volliquam que suntur
aliquatquae discid mi, comnimperum qui voluptati blacea
in pro temod ut voluptae. Temporest, sequass imillesecte
voles ad qui dendeni muscientest.
2150, rue Cyrille-Duquet, Québec 418 907 1731
cabico.com2150, rue Cyrille-Duquet, Québec 418 907 1731
cabico.com
L o r e m i p su m L o r e m i p su m
Should be in red color whenever possible
10 logotype
Monochrome white (knockout)
On redOn black
Use of the reversed logo is permitted only on a black or red (PANTONE® 485) background.
In these cases, the rectangle of the logo must be white, and the color of the red or black letters forming the word CABICO is the color of the background itself. For that reason, the color of the printing support (fabric, canvas, paper, metal, etc.) should correspond to the established red color (PANTONE® 485 or its four-color process equivalent) or should be 100% black.
This use shall be restricted to communication tools and contexts that require a red or black background such as polo shirts, binders or promotional tools. For any other use, please refer to four-color process or monochrome black versions.
See examples of applications on the next page.
11 logotype
Monochrome white (knockout)/usage
Should be contrasted enough to ensure readability
Should be used on a plain background as much as possible
Monochrome white (knockout) – restrictions
12 logotype
Protected space
0,375" 0,375"0,25"
To ensure the quality of our communication materials, it is important to always surround the logotype with sufficient protected space. The unit of measurement for this clear space is equivalent to the height of the letter “I” in the name CABICO. No other element can appear within this protected space, regardless of the context in which the logotype is used.
Please note that this should not be confused with logotype usage, described on page 10.
mInImum sIze
To ensure readability, the logotype should never be reduced to less than the minimum size.
13 logotype
Restrictions
The logotype must never be distorted, nor should its colors be modified.
14 logotype
Position and proportion
The format and position of the Cabico logotype in
any communication piece is an active part of our
visual identity system. In this respect, two types
of usage are possible.
Any other usage must be approved by the Cabico marketing department.
preferred usage
Logotype with bleed Whenever possible, the logotype should bleed on one of the four sides of the red rectangle, with the format and position evaluated to ensure the ideal graphic and aesthetic harmony. The unit of measurement used to make this determination is the logotype itself, which must be aligned as shown in the references—that is, according to the height and length of the logotype rectangle. In all cases, the logotype should not occupy more than one-third of available space.
To ensure readability, the background should be white or a photo that provides optimum contrast.
usage when no bleed Is possIble
Logotype with required margins In a departure from the preferred usage described above, the logotype can be used with a margin when printing or production specifications so dictate. In such cases, the narrowest margin must be equivalent to the width of three Is in the name CABICO. The widest margin must be the height of the red rectangle. In all cases, the logotype should not occupy more than one-third of available space.
BLEED
NO BLEED POSSIBILITY
15 logotype
Examples of position and proportion restrictions
Should not be bleed on two sides
Proportionally too big
Should be bleed whenever possible
Should not use all available space
Should be kept in the direction of reading
Should not hide the subject
F o n t s
17 fonts
Primary font families
news gothicNEWS GOTHIC MEDIUM
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 012 3 4 5 6 7 8 9 ! @ # $ % ? &* ( ) - + =
NEWS GOTHIC OBLIQUE
A B C D E FG H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0123 4 5 678 9 ! @ # $ % ? &* ( ) - + =
NEWS GOTHIC BOLD
a b C d e f g h I J k l m n o p Q r s T u v w X y z a b c d e f g h i j k l m n o p q r s t u v w x y z 012 3 4 5 6 7 8 9 ! @ # $ % ? &*( ) - + =
NEWS GOTHIC BOLD OBLIQUE
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 012 3 4 5 6 78 9 ! @ # $ %? &*( ) - + =
electraELECTRA DISPLAY
A B C D e F g H I J K L M n o p Q R s t U V W X y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
ELECTRA CURSIVE DISPLAY
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
ELECTRA BOLD DISPLAY
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
ELECTRA BOLD CURSIVE DISPLAY
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
News Gothic and Electra have been chosen as the primary typefaces for print materials that the marketing department produces using professional publishing software (brochures, flyers, dealer POP, ads, etc.).
18 fonts
Web font families
latoLATO LIGHT
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
LATO REGULAR
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
LATO BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
LATO BLACK
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
playfair displayPLAYFAIR DISPLAY REGULAR
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
PLAYFAIR DISPLAY BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
PLAYFAIR DISPLAY BLACK
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? & * ( ) - + =
For consistency and continuity with printed materials, the font families Lato and Playfair Display have been selected from the Google Fonts inventory. All electronic materials must use these fonts.
19 fonts
MS Office font families
arialARIAL REGULAR
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ %? &* ( ) - + =
ARIAL ITALIC
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 12 3 4 5 6 7 8 9 ! @ # $ %? &* ( ) - + =
ARIAL BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ %? & * ( ) - + =
ARIAL BOLD ITALIC
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ % ? &* ( ) - + =
Arial, native to all Microsoft operating systems and Microsoft Office software, is the only font family to be used in any communications produced by the Cabico team. PowerPoint presentations, memos, letters, etc. must use this font exclusively. Avoid using highlighting. The use of bold or italic is acceptable.
C o L o R s
21 Colors
The red color
Red has been associated with Cabico for many
years, and is an integral part of our visual identity.
It should be used judiciously depending on
the context and actual communication piece.
While our recent visual identity redesign has incorporated red in the Cabico logotype, it’s important to not overuse it—consider using white or photography too. These four generic uses illustrate applications that comply with the visual identity framework. The choice of one or another of these options must be made thoughtfully, in light of the other content in the piece—don’t resort to red simply as a reflex, because that’s what is typically done.
p R o D U C t L I n e s
23 product lines
About the product lines
Our two series, UNIQUE and ESSENCE, do not have
their own logotypes; their visual identity relies on
Electra, one of our two main type families. This
allows us to give the various product lines a look
and feel that is consistent with the Cabico brand,
so they fit within our brand architecture.
To facilitate the management and coexistence of the Cabico logotype and product lines, three rules have been established.
The general ruleThe Cabico logotype must always accompany the Unique and/or Essence series signatures. Generally speaking, the series signatures should always be visually subordinate to the Cabico logotype.
The preferred usage ruleThe Cabico logotype and product lines must not be considered a graphic entity in and of itself, subject to the rules for position and proportion. The Cabico logotype is subject to its own rules (see page 6) and the series names are subject to the following applications for signatures with or without taglines.
This principle applies primarily in contexts such as brochure covers, websites, advertising, dealer POS, displays, etc. The preferred usage rule is meant to optimize the management and visual weight of the elements based on overall usage. It is intended to avoid rote applications that result in excessive repetition of the Cabico logo and the use of inappropriate formats and proportions.
UNIQUE seriesDISCTINCTIVELY CREATIVE
ESSENCE seriesSIMPLY INSPIRING
série UNIQUEINFINIMENT CRÉATIF
série ESSENCESIMPLEMENT INSPIRANT
UNIQUE seriesDISCTINCTIVELY CREATIVE
ESSENCE seriesSIMPLY INSPIRING
série UNIQUEINFINIMENT CRÉATIF
série ESSENCESIMPLEMENT INSPIRANT
24 product lines
About the product lines (continued)
The exceptional usage ruleIn some contexts, the Cabico logotype and product line name must be treated like a single graphic object: administrative form fields, design software, etc. On these rare occasions, only the following options are possible and such compiled objects should never be broken up.
This type of usage should occur infrequently, and must always be approved by the marketing department.
PANTONE® 485 or four-color process Monochrome black
I M A g e R y
26 Imagery
Introduction
Imagery plays a critical role in Cabico’s visual
identity, used to illustrate and eloquently reaffirm
the human touch, product portfolio, and artisanal
craftsmanship that give our brand its distinct
personality.
The Image sysTem
The Cabico image bank is organized by two distinct categories: color and black and white.
Color We use color when depicting products and associated lifestyle aspects.
Black and whiteWe use black and white when depicting all other applicable brand dimensions: our human dimension (the Cabico team), artisanal craftsmanship, production capabilities, etc.
27 Imagery
The product dimension (always in color)
Because the Cabico portfolio is constantly evolving
and we are relying on numerous North American
photographers, we have established guidelines for
photo shoots and post-processing.
All project photography must comply with established photographic and design guidelines. In addition, each project requires three types of imagery: a main view, secondary view, and view showing details and accessories. The shooting plan must be submitted to the Cabico marketing team to enhance the specific project.
Bright and luminousFirst and foremost, Cabico’s photographic style is bright and luminous. Lighting must resemble that of a sunny morning, as opposed to evening. Light must be soft and diffused rather than harsh and direct.
World-classImagery must look high-end and convey high-class understatement. The cabinetry must always be the star! Styling and framing must always be done with an eye to enhancing cabinet design and finish.
Post-processing• Use warm colors to create a “sunny morning” feel.
• Use care when vignetting.
• Use sharpness to bring out the texture of the wood.
28 Imagery
This is Cabico’s signature imagery (advertising,
catalogs, web, etc.), with symmetrical, current, and
simple graphic composition. If possible, plan shots
with little or no perspective.
• High depth of field.
• Shoot vertically and horizontally to cover all needs.
The product/main view
29 Imagery
Intended as inspirational imagery (project portfolio).
• Use considerable perspective to show every aspect of the room.
• High depth of field.
• Shoot vertically and horizontally to cover all needs.
The product/secondary view
30 Imagery
Dynamic and descriptive imagery.
• Minimal styling to feature specific details.
• Simple composition, soft backgrounds, sharp focus on subjects.
• Shoot vertically and horizontally to cover all needs.
The product/details and accessories
31 Imagery
The doors should always be photographed from
the top so as to avoid perspective distortion of
the design. Photographic parameters must be
constant from one product to another for ease
of reference and to maintain harmony in the
presentation of the different door products.
Photo parameters for perfect sharpness and rendition
• Direct top view.
• Softbox lighting on the left.
• White reflector on the right.
• Color bar for reference calibration.
The product/doors
32 Imagery
• A friendly and inviting décor that suggests a healthy, active lifestyle and reflects a warm, family-oriented environment.
• Avoid references to glamour, partying, and excess.
• Create a clean, streamlined, classy look.
• Lived-in, but not cluttered.
• Props should not dominate the shot. Photos must emphasize cabinetry and craftsmanship—they are the stars!
• Accessories should be suitable for daytime activities occurring between 8 a.m. and 3 p.m.
• Fabric patterns should be understated and nonreflective.
• Think organic, natural, and fresh. Fruits, vegetables, herbs, fresh bread, etc. should be featured rather than cold, synthetic textures.
Styling
33 Imagery
Human touch/lifestyle (always in color)
Imagery adds to the brand dialogue and product
dimension, specifically serving to express our
“pain-gain claim.” The style parameters are
as follows:
Casting• A woman and man in their 30-40s.
• Middle-upper income in appearance.
• Visual references to family life.
Staging and shooting parameters• Photo subjects should smile, appearing friendly
and sincere.
• They should appear to be active, modern, healthy.
• The mood should be that of everyday life—avoid overly posed or contrived scenes.
• Always shoot in a kitchen or setting identified as belonging to Cabico.
• Vary shots and attitudes. The objective is to create a bank of useable images.
• Always compose the frame so a block of copy can be inserted.
• Feature simple activities that don’t require many props. Keep the focus on the people.
34 Imagery
Human touch/the artisans (always in black and white)
Cabico’s artisanal quality is a key differentiator, and
imagery is the primary way we express our value
proposition. Working in black and white, our artisan
images must always feature the following:
• Our artisan experience, way we interact with the wood as it is transformed and finished.
• Handcraftsmanship.
• Passion for excellence.
• Pleasure, a sympathetic, smiling attitude.
• Precision, quality workmanship.
When depicting our human dimension through artisanship, craftsman imagery should also communicate the scope of the company (e.g., showing technology, production capacity, work space). These types of images will be particularly useful for business development pieces and internal communications with our network.
35 Imagery
Human touch/the designers (always in black and white)
As they interact with consumers, the Cabico
Boutique team members serve as first-line
ambassadors for the Cabico experience. Again
working in black and white, our designer images
must feature the following:
• A friendly, smiling attitude.
• Understated clothing, makeup, and accessories.
• Personal radiance.
• Close-ups.
• Shallow depth of field.
Uses A nD A ppLICAtIons
37 uses and applications
Introduction
The visual identity and the dynamic of its various
elements can be deployed in numerous ways in
a range of communications tools, as shown by
the following examples.
This application guide cannot anticipate every use. There are cases where standards applications will not apply.
Production considerationsProduction requirements, including printing, can impact the final product. It is crucial to remain informed and to consider all production parameters before producing or undertaking anything.
38 uses and applications
Examples of applications
39 uses and applications
Examples of applications (continued)
DÉTAILLANT AUTORISÉ
AUTHORIZED DEALER
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