Brand style guidelines - Cabicodownload.cabico.com/Files/Brand Style Guidelines.pdf · Brand style guidelines. Table of ConT enTs ... of its many contexts, ... so they fit within

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


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 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


ELECTRA BOLD CURSIVE DISPLAY


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


LATO REGULAR


LATO BOLD


LATO BLACK


playfair displayPLAYFAIR DISPLAY REGULAR


PLAYFAIR DISPLAY BOLD


PLAYFAIR DISPLAY BLACK


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.


The product/secondary view

30 Imagery

Dynamic and descriptive imagery.

• Minimal styling to feature specific details.

• Simple composition, soft backgrounds, sharp focus on subjects.


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.


Examples of applications


Examples of applications (continued)

DÉTAILLANT AUTORISÉ

AUTHORIZED DEALER

Documents

Brand style guidelines - Cabicodownload.cabico.com/Files/Brand Style Guidelines.pdf · Brand style guidelines. Table of ConT enTs ... of its many contexts, ... so they fit within