CEVA Brand Identity - · PDF fileC0 M100 Y80 K0 202 C0 M100 Y60 K40 PANTONE ... C0 M100 Y20 K60 260 C60 M100 Y0 K20 295 C100 M60 Y0 K40 Process Black C0 M0 Y0 K100 burgundy CEVA CEVA

CEVA Brand IdentityBasics

24 April 2009

Copyright © CEVA Logistics 2009.

All rights reserved.

The logo and other CEVA intellectual property contained in these

guidelines are protected by national and international laws and

conventions on trademark and copyright. All reproduction, full or partial,

and any use of CEVA intellectual property is not permitted without prior

written approval. It is essential that the logo and other visual elements

contained in these guidelines be reproduced from original master artwork

and not recreated under any circumstances.

Basics

Page 1 of 24

Any queries regarding the CEVA brand identity should be directed to [email protected] or

Group Marketing & Communications, CEVA Logistics, Siriusdreef 20, 2132 WT Hoofddorp, The Netherlands

The is a vital and integral part

of our success as we face new challenges in the many

markets where we operate across the globe. To help us

build a powerful global brand it is important that the

elements of our brand – our name, logo, the colors

and fonts we use – are applied consistently across all

our markets. To help us achieve this, these guidelines

outline the principles for using the different elements

of our brand identity.

CEVA Brand Identity

Rebecca Salt

Group Director of Marketing & Communications

CEVA Logistics

Basics > Introduction

CEVA Brand Identity

Basics

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Our brand identity is the outward expression of what we stand for as an

organization, summarized in our – the fundamental beliefs we hold

which guide our attitude and behavior. At CEVA we are focused on delivering

operational to our customers, each and every day. and

working together, we focus on our business by offering outstanding

supply chain services and developing our business to support theirs. At every link

of the supply chain, we help make business flow.

excellence Uniting

growing

brand values

�

�

�

Common set of values – customers first

Integrated cohesive leadership teams for

each customer

Standard global customer facing systems

Customer

promise

Employee

promise

�

�

�

We are a richly diverse organization which

operates seamlessly as one team

We cooperate to deliver world class

solutions to our customers

We employ the best supply chain

professionals and develop this talent

�

�

�

We develop every employee to their

maximum potential

We foster an open and inspiring

environment in which all employees can

contribute

Our growth is supported by our flat, agile

organization

�

�

�

Every day we strive to be better

We encourage a performance driven

culture

We are passionate about perfection

Unity Growth Excellence

�

�

�

We grow our capabilities to meet

customer needs

We grow geographically where customers

need us

We broaden the range of customer

‘touches’

�

�

�

Operational excellence is evident

Good ideas travel quickly and get re-

applied

Smart solutions capture best practice

Basics > Introduction > Brand values

Basics

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CEVA Brand Identity

Basics > Introduction > Basic elements

Basics

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Our are

the ingredients that make

up our visual identity. They

may be use either

separately or together to

build all CEVA brand

applications.

basic elements

abcdefghi abcd

Color

Using only the colors from our primary and extended

palettes will help to build a strong and consistent brand.

Logo

Our logo must be reproduced accurately and

consistently every time it appears.

Typography

FS Albert and Calibri are modern sans serif fonts

carefully chosen to complement our brand identity.

Tagline

We only have one tagline which must not be translated

into other languages.

CEVA wave

The CEVA wave is a specially created graphic device

that visually represents our brand positioning idea of

making business flow.

Imagery

Our imagery is split into four categories: corporate,

customers, work and conceptual.

CEVA Brand Identity

burgundyCEVA CEVA

red black white

185

C0 M100 Y80 K0

202

C0 M100 Y60 K40

PANTONE

CMYK

®

Print

For two dimensional design

For three dimensional design

On-screen

Vinyl

Paint

HTML

RGB

3M™ Scotchcal™

Avery®

RAL

NCS

BS4800

#FF0033

R255 G0 B51

#990033

R153 G0 B51

100-368

906

100-723

923

–

S 1080-R

04E53

3004

S 4050-R

04D45

100-12

901

9005

S 9000-N

00E53

9016

S 0500-N

00E55

100-10

900

#000000

R0 G0 B0

#FFFFFF

R255 G255 B255

Process Black

C0 M0 Y0 K100

–

–

The provides a

distinctive basis for the CEVA

brand identity. The principle color

is CEVA burgundy. CEVA red is

used primarily as an accent color,

adding dimension to headlines

and layouts. The neutrals black

and white are also specified. The

use of white is fundamental to

the overall visual effect of the

CEVA brand identity. White space

creates a clean, efficient and

professional image and reinforces

the notion of simplicity and

modernity. Using these colors

consistently will build powerful

recall and ownership.

primary palette

Colors must be accurately matched and

reproduced. In the absence of specific color

references, the colors must be matched to the

correct PANTONE coated samples provided in the

most recent edition of the PANTONE Color

Formula Guide. Colors must be matched to

color laser copies.

®

®

not

Basics > Color > Primary palette

Basics

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CEVA Brand Identity

Basics > Color > Extended palette

Basics

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The

provides a balanced

and flexible range of

supplementary colors

for use with the CEVA

brand identity.

extended palette

CEVA colors must only be used with

CEVA burgundy or CEVA red and

white. Tints of extended palette

colors should not be used.

storm

cerulean sky

silver

aqua

pearl

lime

mist

#666666

R102 G102 B102

#006699

R0 G102 B153

#99CCFF

R153 G204 B255

#999999

R153 G153 B153

#009999

R0 G153 B153

#CCCCCC

R204 G204 B204

#99CC00

R153 G204 B0

#E6E6E6

R230 G230 B230

Cool Gray 10

C0 M0 Y0 K60

3015

C100 M30 Y0 K20

PANTONE

CMYK

®

PANTONE

CMYK

®

PANTONE

CMYK

®

HTML

RGB

HTML

RGB

HTML

RGB

2905

C40 M10 Y0 K0

Cool Gray 7

C0 M0 Y0 K40

320

C100 M0 Y40 K0

Cool Gray 4

C0 M0 Y0 K20

390

C20 M0 Y100 K20

Cool Gray 2

C0 M0 Y0 K10

amber

white

#FF9900

R255 G153 B0

#FFFFFF

R255 G255 B255

1375

C0 M40 Y100 K0

–

–

maroonpurple

navy

black

#660033

R102 G0 B51

#660066

R102 G0 B102

#003366

R0 G51 B102

#000000

R0 G0 B0

222

C0 M100 Y20 K60

260

C60 M100 Y0 K20

295

C100 M60 Y0 K40

Process Black

C0 M0 Y0 K100

burgundyCEVA CEVA

cardinal red pink

193

C0 M100 Y70 K20

185

C0 M100 Y80 K0

183

C0 M40 Y20 K0

202

C0 M100 Y60 K40

#CC0033

R204 G0 B51

#FF0033

R255 G0 B51

#FF9999

R255 G153 B153

#990033

R153 G0 B51

orange

#FF6600

R255 G102 B0

165

C0 M60 Y100 K0

CEVA Brand Identity

Basics

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The is the unique visual

device used to identify and

express CEVA. The logo is the

most important element of the

CEVA brand identity. The

effectiveness of our brand

depends on correct application of

the logo at all times.

logo

The minimum acceptable size for the logo is

12mm for printed applications and 56 pixels for

electronic applications.

Where possible, the color version should be used,

preferably on a white background. Where full color

is not available, for example, for single color

printing, a mono black version may be used. Please

note there is no negative color version of the logo.

When the logo is used on a dark background, the

mono white version must be used.

Original artwork of the logo is provided digitally, in

Encapsulated Post Script (*.eps) formats (suitable

for Apple and Windows operating platforms). The

files are vector-based, allowing artwork to be

enlarged or reduced with no loss of quality.

For on-screen use, the logo is provided in Graphics

Interchange Format (*.gif). The logo must only be

used on-screen in one of the following sizes

(measured over the width of the logo, not

including clearspace): 56, 80, 120, 160, 240, 320,

400, 480 and 600 pixels.

GIF files are raster (formed from pixels), and

cannot be enlarged or reduced without significant

loss of quality. Raster files are suitable for use

as original artwork.

not

12mm/56 pixels

cp

cc

color PANTONE version

color cmyk (4 color) version

®mk mono black version mw mono white version

Basics > Logo

CEVA Brand Identity

Basics

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The logo must be afforded sufficient clear space

around it to enhance clarity and visibility.

The clearspace is the exclusion area around the

logo. The clearspace may be used as a placement

guide when positioning the logo. The clearspace

must not be violated by any other graphic,

typographic or visual elements.

The logo has been specially drawn in proportion

2:1 to assist sizing and positioning in the design

process. The minimum clearspace equals half the

height of the logo.

h

½h

½h

2h½h ½h

Optimum distance

Optimum distance

Horizontal alignment of sponsors Vertical alignment of sponsors

Minimum distance

Minimum distance

Basics > Logo > Clearspace

Please note blue lines and hatched

clearspace are for indicative purposes

only and must not be printed.

CEVA Brand Identity

Basics

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Basics > Logo > Positioning

Whenever the logo appears on a page or design it

must be aligned with other elements in one of the

ways shown.

Where practical, the logo must appear in the upper

right hand corner of the page or design, observing

the clearspace. In exceptional circumstances,

when it is not practical for the logo to appear in

the upper right hand corner, it may appear in the

lower right hand corner, observing the clearspace.

horizontally centeredleft aligned right aligned

vertically centered

top aligned

bottom aligned

Preferred position Alternative position




CEVA Brand Identity

Basics

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Basics > Logo > Colorways

White (preferred) or light colored backgrounds offering sufficient contrast

White (preferred) or light colored backgrounds offering sufficient contrast

Insufficient contrast:

Use mono white version


Use mono white version


Use color version

Black or dark colored backgrounds offering sufficient contrast

Since there are several

versions of the logo, special

care must be taken to ensure

the correct version is used,

depending on the background.

The background must provide

sufficient contrast to the logo.

Complex and/or patterned

backgrounds should be

avoided.

If only single color printing is

available, the preferred

version of the logo is the

mono black version on a white

background.

The mono version may be

used for etching and similar

monochromatic treatments.

If full color printing is

available, the preferred

version of the logo is the

color version on a white

background.

CEVA Brand Identity

Basics > Logo > Misuse

The logo must be reproduced

from approved master

artwork. Unauthorised or

improper use of the logo is

not permitted under any

circumstances. The logo must

not be distorted or altered in

any way.

Do not rotate,

reflect, stretch,

shear or apply

perspective to the

logo.

Do not alter the

colors of the logo.

Do not alter the

relative size and

position of the

constituents of the

logo or use any

constituents in

isolation.

Do not apply

further effects to

the logo, including

three dimensional

or shaded

interpretations such

as gradient, drop

shadow, motion

blur, emboss or

watermark.

Do not apply an

outline to the logo.

Do not place the

logo within a box,

frame or a border

or include any other

visual elements.

Basics

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CEVA Brand Identity

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz0123456789

FS Albert Thin

abcdefghi

FS Albert Light







FS Albert FS Albert Italic

FS Albert Bold ItalicFS Albert Bold

FS Albert ExtraBold









FS Albert Thin Italic

FS Albert Light Italic



The for

all formal publications is

FS Albert, a font family

that offers a wide range of

weights, allowing for a

hierarchy of emphasis

within documents. No

other typeface except FS

Albert must be specified to

designers or printers.

primary typeface

FS Albert must not be altered or

distorted in any way when used.

Basics > Typography > Primary typeface

Basics

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CEVA Brand Identity

Basics > Typography > Business typeface



Calibri

Calibri Bold





Calibri Italic

Calibri Bold Italic



The

used for all

produced by CEVA

employees, including

presentations and

proposals,

email and online

applications, is Calibri

which is included as a

standard font in Microsoft

Windows*. No other

typeface except Calibri

must be used for internal

documentation unless

users have not yet

transitioned to Vista in

which case Verdana should

be used.

stationery,

business typeface

documentation

Special effects (e.g. Microsoft Office

WordArt) should be avoided. abcdBasics

Page 13 of 24

CEVA Brand Identity

Basics > Typography > Company name

At CEVA Logistics we’re passionate about...

At Ceva we’re passionate about...

At we’re passionate about...CEVA Incorrect bold

Incorrect case

Incorrect case

Incorrect case

Incorrect case

Incorrect italic

Incorrect underline

At we’re passionate about...CEVA

At we’re passionate about...CEVA

At Ceva Logistics we’re passionate about...

At CEVA LOGISTICS we’re passionate about...

At Ceva LOGISTICS we’re passionate about...

It is important that the

CEVA

appears consistently

throughout the company.

company name

Neither the logo nor its constituent parts

must be used in text.

Bold, italic or underlined text must not

be used to give emphasis to company

names.

The name CEVA must always be set in

upper case, regardless of contextual

case.

When text is set in upper and lower case,

the name CEVA Logistics must appear as

shown with CEVA set in upper case and

Logistics in lower case with an initial

capital.

When text is set in upper case only, the

name CEVA Logistics must appear as

shown with the name set in upper case

only.

Basics

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AT CEVA WE’RE PASSIONATE ABOUT...

AT CEVA LOGISTICS WE’RE PASSIONATE ABOUT...

Incorrect bold

Incorrect case

Incorrect case

Incorrect case

Incorrect italic

Incorrect underline

AT WE’RE PASSIONATE ABOUT...CEVA



AT Ceva WE’RE PASSIONATE ABOUT...

AT CEVA Logistics WE’RE PASSIONATE ABOUT...

AT Ceva Logistics WE’RE PASSIONATE ABOUT...

Incorrect caseAT Ceva LOGISTICS WE’RE PASSIONATE ABOUT...

Incorrect use of logo in text

Incorrect use of logo in text

At we’re passionate about...

At we’re passionate about...

At CEVA we’re passionate about...

CEVA Brand Identity

The is set in lower

case FS Albert Bold with an

initial capital. When used

on a white or light

background the tagline

must be CEVA burgundy or

black. When used on a

dark background the

tagline must be white.

tagline

The tagline may appear in combination

with the logo in two permitted formats:

the vertical format (preferred) and the

horizontal format (alternative).

The size and position of the tagline

bears a special relation to the logo. The

tagline must not appear in isolation.Vertical format (preferred) Horizontal format (alternative)

Basics > Typography > Tagline

Basics

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In order to remain legible the minimum

acceptable size for the tagline is 24mm.

24mm

CEVA Brand Identity

h

½h

½h

2h½h ½h

h

h

<½h

<½h

The vertical format is the preferred

arrangement for the logo and tagline

when used together.

In the vertical format the tagline must

appear directly below the logo. The

tagline is the same width as (twice the

height of) the logo. The logo and tagline

are treated as a single entity and

surrounded by a modified clearspace.

h

½h

Basics > Typography > Tagline > Vertical format

Basics

Page 16 of 24




CEVA Brand Identity

Basics > Typography > Tagline > Horizontal format

h

h

In the horizontal format, the tagline

must appear on the left or right of the

logo, sharing the same baseline as the

logo and observing the clearspace. The

width of the tagline is three times the

height of the logo.

3h

2h

2h

3h

½h

½h

Basics

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CEVA Brand Identity

Basics > Typography > Tagline > Positioning

Basics

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Vertical format

e.g. brochure

Vertical format

e.g. brochure

Vertical format

e.g. PowerPoint

Vertical format

e.g. pop-up stand

Horizontal format

e.g. banner

The tagline bears a special relationship

to the logo in both size and alignment.

The tagline must always be sized and

aligned correctly relative to the logo.

The horizontal format must not be used

when the logo is positioned in the lower

right hand corner of the design.




CEVA Brand Identity

When used as a graphic

device, the (or

web address) is set in lower

case FS Albert Bold. When

used on a white or light

background the URL must

be CEVA burgundy or

black. When used on a

dark background the URL

must be white.

CEVA URL www.cevalogistics.com

www.cevalogistics.com

www.cevalogistics.com

Basics > Typography > URL

Basics

Page 19 of 24

CEVA Brand Identity

The is a graphic

device that represents the flow of

our business. The wave always

runs across the entire width of a

page or application and may be

positioned using the grid shown.

CEVA wave

1/10

9/10

The CEVA wave may be used in any

position between 1/10 and 9/10.

In position 1/10 the CEVA logo

must be positioned in the top right

corner of the design. position

9/10 the CEVA logo must be

positioned in the bottom right

corner of the design.

In

There are two versions of the CEVA

wave: (1) positive and (2) negative.

(1) Positive CEVA wave

CEVA wave

(2) Negative CEVA wave

Do not

alter the shape of the wave

change the direction of the wave

rotate, shear or reflect the wave

change the icons on the wave

use more than one wave on a

single page

use outline versions of the wave

position the logo or any other

visual elements or text over the

wave icons

place the wave in zones 0/10 or

10/10

�

�

�

�

�

�

�

�

Basics > Typography > CEVA wave

Basics

Page 20 of 24

CEVA Brand Identity

The CEVA wave may be used in various

ways with the primary palette and

photography as shown.

Designs using the CEVA wave must be a

combination of:

CEVA burgundy or CEVA red with

white, or

white with photography, or

white at 25% transparency with

photography

�

�

�

burgundyCEVA

redCEVA

white

Basics > Typography > CEVA wave

CEVA burgundy with white

Basics

Page 21 of 24

CEVA red with white

white with photography

white at 25% transparency with photography

CEVA Brand Identity

Basics > Typography > CEVA alternative wave

Basics

Page 22 of 24

The may

be used in instances where it is

desirable not to use the graphics

contained in the CEVA wave.

CEVA alternative wave

1/10

9/10

The CEVA alternative wave may be

used in any position between 1/10

and 9/10.

In position 1/10 the CEVA logo

must be positioned in the top right

corner of the design. In position

9/10 the CEVA logo must be

positioned in the bottom right

corner of the design.

There are two versions of the CEVA

alternative wave: (1) positive and (2)

negative.

(1) Positive CEVA alternative wave

CEVA alternative wave

(2) Negative CEVA alternative wave

Do not

alter the shape of the wave

change the direction of the wave

rotate, shear or reflect the wave

use more than one wave on a

single page

use outline versions of the wave

position the logo or any other

visual elements or text over the

edge of the wave

place the wave in zones 0/10 or

10/10

�

�

�

�

�

�

�

CEVA Brand Identity

Colour photography should fit one of our four photographic styles.

Corporate

A ‘bird’s eye view’ of taken

using a wide-angle lens with a longer

exposure and large depth of field.

Subject matter must not be too far away

from the image; the viewer must feel

involved. Avoid dull backdrops and look

for images which capture places which

CEVA might reach.

our world

Customers

Lifestyle images of

enjoying products

delivered or assembled by CEVA. The

communication of the photograph

should be easily understood by the

target audience when seen in context of

the application.

customers and

clients’ customers

Work

Capturing CEVA doing their

various jobs across the company. These

moments capture natural situations and

must not appear contrived.

employees

Conceptual

Interesting and unusual cropped shots

of objects – real or abstract – that

artistically convey different

such as our innovative ways of thinking

to achieve strategic success.

concepts

Basics > Imagery > Photographic styles

Basics

Page 23 of 24

CEVA Brand Identity

1 6

Always be sure to...

2 7

3 8

4 9

5 10

...take a careful and considered approach

to design and communication

...use the CEVA wave correctly

...use the correct typeface

...use the correct colour specifications

...use the tagline properly with

the CEVA logo

...use the correct version of the CEVA logo

reproduced from original master artwork

...communicate using clear, concise

and positive messages

...use lots of clear space and especially

allow the CEVA logo to ‘breathe’

...closely relate your messages

to our brand personality and values

...contact Group Marketing & Communications

if you have any questions about design.

Basics

Page 24 of 24

Basics > Checklist

CEVA Brand Identity

Any queries regarding the CEVA brand identity should be directed to [email protected] or

Group Marketing & Communications, CEVA Logistics, Siriusdreef 20, 2132 WT Hoofddorp, The Netherlands

Documents

CEVA Brand Identity - · PDF fileC0 M100 Y80 K0 202 C0 M100 Y60 K40 PANTONE ... C0 M100 Y20 K60 260 C60 M100 Y0 K20 295 C100 M60 Y0 K40 Process Black C0 M0 Y0 K100 burgundy CEVA CEVA