Guidelines - Nespresso USA | Coffee & Espresso Machines · PDF filebeta ersion/1.100.0-2014 nespresso | brand book | guidelines | p. 1 te brand guidelines applications vertuoline al

BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 1

THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB

Guidelines

Chapter Two

The Pictograms2.8

The Pictograms2.8





2.8 Pictograms

SUMMARY

INTRODUCTION 4

STANDARD PICTOGRAMS 5

10

CONSTRUCTION RULES

SERVICES

COFFEE

MACHINES

5

7

8

9

10

12

13

14

15

17

18

19

20

21

3D ECOSYSTEM

CONSTRUCTION RULES

3D PICTOGRAMS WITH TEXT

3D PICTOGRAMS WITHOUT TEXT

3D PICTOGRAMS GO/NO GO

3D PICTOGRAMS VS. STANDARD PICTOGRAMS

STANDARD SERVICE PICTOGRAMS

MINIMUM SIZE FOR 3D AND STANDARD

3D PICTOGRAMS ON COLOUR BACKGROUND

APPLICATIONS

3D PICTOGRAMS



INTRODUCTION

STANDARD PICTOGRAMS 3D PICTOGRAMS

2.8 Pictograms

GENERAL TIPS

Two kind of pictograms have been created; 3D

and standard ones. The conditions of use for each

group follows the guidelines presented below and

require the approval of Nespresso International

Brand Communication Team:

[email protected].



STANDARD PICTOGRAMS CONSTRUCTION RULES

BASE

MINIMUM HEIGHTSTANDARD HEIGHT

OVER HEIGHT

MAXIMUM HEIGHT

1_ CONSTRUCTIONThe Nespresso pictograms are constructed in proportion to

each other. The grid above indicates these proportions.

The Ristretto pictogram illustrated is the minimum size;

the Recipes pictogram illustrated is the maximum height size.

All pictograms have a standard thickness of line.

The pictograms are illustrated here in their negative version

(in white on a black background). A positive version (in black

on a white background) exists for each picto.

EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.

RISTRETTO RECIPES

2.8 Pictograms

BASE


OVER HEIGHT

MAXIMUM HEIGHT

5MM

2_THICKNESSThe thickness of each pictograms is calculated proportionally

to the thickness of the outline of the PHONE pictogram when it

is at its minimum size, fixed at 5mm height.

The thickness of this outline is 0,3 points.



STANDARD PICTOGRAMS CONSTRUCTION RULES

2.8 Pictograms

BASE


OVER HEIGHT

MAXIMUM HEIGHT

RISTRETTO RECIPES

BASE


OVER HEIGHT

MAXIMUM HEIGHT

THE CREATION OF ADDITIONAL PICTOGRAMS IS ADMITTED, EACH NEW CREATION MUST BE VALIDATED BY THE NESPRESSO INTERNATIONAL BRAND COMMUNICATION TEAM.



STANDARD PICTOGRAMS RELATED TO SERVICES

2.8 Pictograms

In this page, an overview of the standard pictograms

related to the Nespresso services.

OUR SERVICES FAX CALL WE ARE HERE CONTACT

AID ON LINE

SATISFIED OR REIMBURSED

DELIVERY FREE DELIVERY

MACHINE RESELLERS

ORDERSECURED PAYMENT

VISIT NESPRESSOBOUTIQUES

E_SHOPPING COLLECTION POINT

NESPRESSOBOUTIQUE

SHOPPING BASKET (EMPTY)

SHOPPING BASKET (FULL)

BOUTIQUEPICK-UP

CUSTOMER CARE



RISTRETTO LUNGO CAFÉ MILKRECIPES

COFFEE INTENSITY

ESPRESSO

ESPRESSO& LUNGO

ACCESSORIESCAPPUCINOPREPARATION

GOURMANDISE

COFFEES HOT WATERVOLUME CONTROL

STANDARD PICTOGRAMSRELATED TO COFFEE

2.8 Pictograms


related to the Nespresso coffee.



ENERGY EFFICIENT

MACHINES

AUTOMATIC POWER OFF

CUP WARMING

HIGH PRESSURE PUMP

ENERGYCONSUMPTION

CLASS

AUTOMATIC OFF

STANDARD PICTOGRAMSRELATED TO MACHINES

2.8 Pictograms


related to the Nespresso machines system.



3D PICTOGRAMS ECOSYSTEM

2.8 Services Pictograms



In a communication about recycling, please use the new

recycling pictogram of 3D services pictograms even if it is

related to Ecolobaoration.

BEFORE AFTER

3D PICTOGRAMS ECOSYSTEM

2.8 Services Pictograms



3D PICTOGRAMSCONSTRUCTION RULES

BASE OF THE NAME

MINIMUM HEIGHT

The Nespresso Services pictograms are constructed in relative

proportion to one another.

The grid above indicates how the pictograms have been drawn

in relation to each other.

EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE.THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.

STANDARD HEIGHT

2.8 Service Pictograms

THE CREATION OF ADDITIONAL PICTOGRAMS IS ADMITTED, EACH NEW CREATION MUST BE VALIDATED BY THE NESPRESSO INTERNATIONAL BRAND COMMUNICATION TEAM.

When the 3D clusters pictograms with the text are used,

do ensure that the two lines around the text are present.

When the 3D services pictograms with text are used, do ensure

that one line above the text is present.

IT IS A WAY TO DIFFERENTIATE THE CLUSTERS PICTOGRAMS FROM THE SERVICES PICTOGRAMS



1_ CONSTRUCTION

• The Unit of construction - identified as [U] - is based on the

height between the two lines containing the text.

[U] is the reference Unit for all pictograms contructions.

• Each pictogram is constructed as illustrated.

• The text typeface: Gotham Medium, 3,7 pt when U=3mm, 50pt

letterspacing.

2_ THE EXCLUSION ZONE• An exclusion zone has been defined around the pictogram.

Do make sure it is respected when using the pictograms.

NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE.

WHEN THE 3D CLUSTERS PICTOGRAMS WITH THE TEXT ARE USED, DO ENSURE THAT THE TWO LINES AROUND THE TEXT ARE PRESENT. WHEN THE 3D SERVICES PICTOGRAMS WITH TEXT ARE USED, DO ENSURE THAT ONE LINE ABOVE THE TEXT IS PRESENT.

3_ EXCEPTION• Language translation are allowed only for the pictograms defined

as clusters: Services, Delivery, Customer Care, Recycling, Order.

4_MINIMUM SIZE

3D PICTOGRAMS WITH TEXT


3mm

Minimum size:

1 2mm 1 6 , 5mm

Respiration zone



3D PICTOGRAMS WITHOUT TEXT


3mm

1 2mm Minimum size :

1_ USING THE RIGHT PICTOGRAMPictograms also exist without the text and the line. They can be

used, for example, in a text block (see the example of the flyer

on p.15).

The name of the service associated with the pictogram must

appear on the page, even if not included with the pictogram.

2_ CONSTRUCTION

• The Unit of construction [U] serves as reference for all

pictogram construction.

• Once the minimum size fixed for [U] is respected (3mm), each

pictogram is constructed as follows.





4_MINIMUM SIZE




D E L I V E R Y

D E L I V E R Y

D E L I V E R Y D E L I V E R YD E L I V

E R Y

NE PAS CHANGERLES PROPORTIONS

NE PAS CHANGERLA PLACE DU NOM

NE PAS CHANGERLA TYPOGRAPHIE

NE PAS CHANGERLES COULEURS

NE PAS DÉFORMERLE PICTOGRAMME

NE PAS TOURNER LE LOGO

D E L I V E R Y

D E L I V E R Y


E R Y







D E L I V E R Y

D E L I V E R Y


E R Y







D E L I V E R Y

D E L I V E R Y


E R Y







D E L I V E R Y

D E L I V E R Y


E R Y







D E L I V E R Y

D E L I V E R Y


E R Y







DO NOT CHANGE PROPORTIONS

DO NOT CHANGE COLOUR

DO NOT CHANGE ELEMENTS LOCATION

DO NOT CHANGE PERSPECTIVE

DO NOT CHANGE FONT AND SIZE

DO NOT ROTATETHE PICTOGRAM

NOGO


GO




NOGO

LOREM IPSUM DOLOR SIT


GO



3D VS. STANDARD SERVICE PICTOGRAMS


When passing to their standard version, the 3D

Pictograms lose their verbal part, conserving

only the iconic element.

As a consequence, standard service pictograms

exist only without any text associated to the

icon. The meaning and the fonctions attributed

to the pictograms are exactly the same of the

3D version.



Minimum size for standard service pictograms:

Minimum size for 3D pictograms and maximum size for standard service pictograms:

1 , 2 5mm

STANDARD SERVICE PICTOGRAMS


1_ USING THE RIGHT PICTOGRAMWhen the visual part of a 3D pictogram goes under the height of

12mm, standard pictograms must be employed.

2_ CONSTRUCTION

• Those pictograms are constructed following the same rules

applied to the 3D pictograms without text.

• The Unit of construction [U] serves as reference for all

pictogram construction.

• Once the minimum size fixed for [U] is respected (3mm), each

pictogram is constructed as follows.





4_MINIMUM AND MAXIMUM SIZE

5MM

5mm

1 2mm

1 2mm

3mm



MINIMUM SIZE FOR 3D AND STANDARD SERVICE PICTOGRAMS


Minimum height of the Unit has been fixed at 3 mm to ensure

optimum visibility/ legibility on each individual application.

It must not be further reduced!

3MM

Minimum height of the standard service pictograms has been

fixed minimum at 5 mm to ensure optimum visibility/legibility

on each individual application. It must not be further reduced!

5MM

BELOW 16,5 MM HEIGHT FOR PICTOGRAMS WITH TEXT AND 12MM

FOR PICTOGRAMS WITOUT TEXT AND THE RESPIRATION ZONE,

STANDARD SERVICE PICTOGRAMS MUST BE USED FOR OPTIMUM

LEGIBILITY.

ABOVE 12MM HEIGHT FOR STANDARD SERVICE PICTOGRAMS

WITOUT TEXT, 3D SERVICE PICTOGRAMS MUST BE USED.



3D PICTOGRAMSON COLOUR BACKGROUNDS

ULTIMATE BLACK CHERRY RED CREMA GOLD BLOOMING GREIGEROASTED BROWN

CORPORATE COLOUR BACKGROUND

When 3D pictograms are applied to a solid dark

background, the text must appear in white. On

light background colours, the text must appear

in black.

ON DARK BACKGROUND

ON LIGHT BACKGROUND

THE CHERRY RED MUST NEVER BE DOMINANT.

CF. BRANDBOOK CHAPTER 2.4

PLEASE NOTE!

2.8 Pictograms

THE PICTOGRAMS HAVE TO BE USED IN THEIR ORIGINAL COLOUR. NO COLOUR CHANGES ARE PERMITTED.



3D AND STANDARD PICTOGRAMS APPLICATIONS

2.8 Pictograms

Documents

Guidelines - Nespresso USA | Coffee & Espresso Machines · PDF filebeta ersion/1.100.0-2014 nespresso | brand book | guidelines | p. 1 te brand guidelines applications vertuoline al