Ilion Animation Studios. Graphic identity

Graphic identity manual

MANUAL ILION 2 ENGLISH.indd 1 5/11/08 19:09:09

Ilion Animation Studios. Graphic identity manual

Introduction

1. LOGO

1.1. Main logo

1.2. Logo: Variants

1.3. Incorrect uses

1.4. Color or photographic backgrounds

1.5. Safety area

1.6. Minimum size

1.7. Logo position

1.8. Letterhead

2. COLORS

2.1. Primary and secondary colors

2.2. Colors: Standards for use

3. TYPOGRAPHY

3.1. Typefaces

3.2. Types of substitution

3.3. Text composition

4. GRAPHIC BRANDING ELEMENTS

4.1. Banners

4.2. Frames

5. TECHNICAL VOCABULARY: Glossary

Ilion’s graphic identity is the visible

part of its communication. That is why

it plays a fundamental role so that our

identity is coherent and uniform in

every way it is expressed.

In the case of Ilion, this graphic identi-

ty has been built up from its logo. By

using elements such as typefaces, colors

and composition standards consistently

and regularly, we will create a recogni-

zable style in any graphic design. This

will make our communication more

efficient.

This is the function of this manual: to

explain the elements that make up our

graphic identity and how to apply it.

These rules not only guarantee that

our image will be used correctly. They

also standardize and help with desig-

ning and producing all types of graphic

communication material. Due to all of

this, our image and communication

depend considerably on the careful and

responsible use that all of us make of

our graphic identity.

What is graphic identity?



Logotype1



Logotype 1.1

The logo is the visual identity’s main ele-

ment. Other supporting elements will be

integrated around it such as colors and

the corporate typeface.

It is made up of three elements. In hie-

rarchical order of importance in repre-

senting the brand, these are:

1) Wordmark or company name. The

only element that cannot be done

away with under any circumstances.

2) Horse symbol

3) Tag or descriptor

The combination of all of these elements

defines Ilion’s graphic communication.

Main logo

Horse symbol

Wordmark

Tag



Logotype 1.2

Depending on the media format and its

function, the logo may adopt different

compositions by combining the 3 ele-

ments that comprise it: symbol, word-

mark and tag. There are also different

versions according to its color:

1) Color logo

This will be the logo used in all cases

except for those exceptions where the

media or reproduction technique do

not allow it.

2) Black and white logo

It will be used when printing is done

with a single ink, or it is technically not

possible to use more than one shade.

3) Negative black and white logo

It must be used to obtain a good con-

trast in those cases where the back-

ground color is too dark.

Color Black and white (positive) Black and white (negative)

Logotype:

Variants

Centered

Horizontal

Typographical



Logotype 1.3

In order not to diminish Ilion’s image,

we must properly and responsibly use

the logo.

It is therefore necessary to be very ca-

reful when choosing, for each case, the

most fitting logo version and not alter

it. The directives in this manual must

always be followed.

Incorrect usesAs a rule, any form of logo other

than those already stated as

correct is considered incorrect.

Do not deform the logo. It must not be

made narrower, stretched, nor should

the proportions of any of its elements be

changed.

Do not change the logo’s colors. Only

the indicated colors should be used. Its

shade must not be varied, nor should

colors other than the ones that it has be

applied to the logo’s elements.

Do not convert the colors of one color

system to another: The color logo must

not simply be transformed into black and

white or from RGB to CMYK. Nor should

the conversions to CMYK suggested by

the Pantone® color library be used. The

color compositions indicated in this ma-

nual will be used in all cases. Color Black and white Black and white

B



Logotype 1.4

When the Ilion logo has to be used on

a flat color background, the color logo

will be used provided its visibility and

contrast are not compromised.

Color or photographic backgroundsIf the background is too dark for the

logo to contrast, the negativized ver-

sion will be used. The logo version that

contrasts the most must always be used.

If the background color provides an

unpleasant or insufficient contrast, a

black logo will be used.

Use of the logo directly on a photo

must be avoided. If necessary, it will be

done by achieving the best contrast and

choosing a uniform background. The

photo will be reframed or touched up if

necessary.

B

B B B B



Logotype 1.5

The safety area is the area that must

always remain clear around the logo

to guarantee visibility. Texts, images or

other elements unconnected to the logo

must remain outside this area. The dis-

tance between the logo and a document

margin must also not be less than the

protection area.

Safety area

Typographical logo

The safety margins will have the same

measurement as the logo height (X). For

the logo without a tag, 1/4 of the logo

width will be calculated as the margin.

Horizontal logo

The logo’s horizontal version limits (with

or without tag) form a 4x1 rectangle.

The safety margins will correspond to

one third (X/3) of the logo (X) height.

Centered logo

Ilion’s logo forms a perfect square. The

safety area will be 1/4 of side “X” of

this imaginary square (X/4). For the logo

without a tag, “X” will only refer to the

logo’s width.

X

X

X

X

X/4

X/4

X

X/4

X/4



Logotype 1.6

There is no maximum size for repro-

ducing the logo beyond the media’s

limitations. In the other direction, the

minimum size is limited by its legibility.

That is why care must be taken not to

reduce it to sizes where legibility begins

to be difficult.

MINIMUM recommended size.

Should it be necessary to reproduce the

brand beneath the indicated sizes, the ver-

sion WITHOUT A TAG will always be used.

Minimum size

2,5cm2cm 3cm

B



Logotype 1.7

The centered logo may be placed cente-

red or in the lower right corner.

The horizontal logo will always be placed

in the lower left corner, or exceptionally

in the upper left corner.

As for its size with respect to the total

layout format, the proportions indicated

below must be used for each type of

piece or layout:

Logo positionHigh formats: At the

very least, 10% of the

height for the hori-

zontal logo and 15%

for the vertical logo.

Oblong formats: At the very

least, 15% of the height for

the horizontal logo and 20%

for the vertical logo.

A4

15%10%

100% 100%

15%10%

100% 100%COLUMN COLUMN

A4

20%

100%

15%

100%

15%

100%

20%

100%BANNER

A4



Logotype 1.8

Logo composition with contact infor-

mation. Address, telephone number and

fax will be composed in Frutiger Roman

of at least 7 pt. The URL (www.ilion.com)

will be composed in Frutiger bold at the

same size as the rest of the information.

When dealing with a personal letter-

head, the name and surnames will be re-

produced in Meridien Medium, and 2 pt

bigger than the rest of the information.

All of the text will be black except for

proper names, e-mail addresses and

Ilion’s URL which will be corporate blue

(Pantone® 300 or equivalent). Ilion’s

address and contact information must

be used consistently. This is because in

doing so, we will not only achieve iden-

tification of all graphic pieces and ena-

ble contact with Ilion, we will also make

our designs visually “previewable”. They

will therefore be recognizable as pieces

created by Ilion.

LetterheadCentered composition Justified composition Personalized letterhead

Nombre ApellidoDenominación del cargo

[email protected]

C/ Caléndula 93, edif. H

28109 Alcobendas, Madrid, España

Tel. {+34} 916 585 106

Fax. {+34} 916 508 778

www.ilion.com

C/ Caléndula 93, edif. H28109 Alcobendas, Madrid, Españawww.ilion.com



Tel. {+34} 916 585 106. Fax. {+34} 916 508 778

www.ilion.com



Tel. {+34} 916 585 106

Fax. {+34} 916 508 778

www.ilion.com

C/ Caléndula 93, edif. H. 28109 Alcobendas, Madrid, España

Tel. {+34} 916 585 106. Fax. {+34} 916 508 778

www.ilion.com

Oblong composition



Colors2



Colores 2.1

The corporate colors are black and the

blue in the symbol with special predomi-

nance of blue.

Ilion’s color palette is made up of 3 com-

plementary shades: light blue, sand and

magenta. This palette is broad enough

to give flexibility to Ilion’s graphic com-

munication.

According to the reproduction system

used, the colors will have particular

values. In this chart, we can see the com-

position values for each one of them.

Only primary colors have an equivalen-

ce in black and white and in pantones.

Should more colors be added, it will

always be printed in four color printing

(CMYK).

Primary and secondary colors PANTONE® 4-Color Process (CMYK) RGB Black and white

Ilion blue PANTONE® 300 C100 M50 Y0 K10 R10 G80 B150 100% black

Black PANTONE® Process Black C0 M0 Y0 K100 R0 G0 B0 100% black

Light blue –––– C0 M0 Y0 K0 R108 G169 B223 ––––

Sand –––– C30 M25 Y40 K0 R185 G181 B155 ––––

Magenta –––– C30 M70 Y0 K0 R165 G100 B156 ––––



Colores 2.2

The graphic offers an orientation entai-

ling the approximate proportion of use

of each color in graphic design. With the

exceptions that each specific design may

impose, it is necessary to try to stick to this

color harmony. As a rule, no other color

besides the five colors indicated must be

used in Ilion’s graphic communication.

The colors of Ilion’s palette may be used

in different gradations of intensity if

deemed proper.

Ilion blue: 28%

Light blue: 6%

Sand: 4%

Magenta: 2%

White: 60%

Colors:

Standards for use

100% 80% 60% 40% 20%



Typography3



Typography 3.1

The corporate typefaces are Meridien

and Frutiger.

Meridien Medium is the logo’s typeface.

It will be used for titles or highlighted

texts. Not recommended for reading

due to its thickness. It would make it too

heavy in extensive texts.

Frutiger 55 Roman is the complementary

typeface. Because of its legibility, it will

mainly be used for reading texts. Frutiger

65 Bold will be used to highlight words.

Typefaces

Frutiger

Meridien

ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ

abcçdefghijklmnñopqrstuvwxyz

01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú







Meridien Medium

Frutiger 55 Roman

Frutiger 65 Bold

As with the logo, the corporate ty-

peface must not be modified or de-

formed. Editing program styles such

as cursive, boldface, shadowing, etc.

must also not be applied.



The typefaces available in most compu-

ters’ systems make up a very short list. On

the other hand, the typefaces designed

for onscreen reading do not normally

yield good results on paper. That is why it

is necessary to use two fonts to substitute

the corporate typefaces, mainly for use

on Internet. These typefaces are Georgia

to substitute Meriden and Verdana to

substitute Frutiger.

Typography 3.2

Verdana

Georgia






01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú Georgia regular

Verdana regular







Frutiger 55 roman

Meridien medium

Types of substitution



Sizes

For reading text, we do not use sizes

beneath 8 points.

Titles must have approximately a size

twice as large as the text they accom-

pany, and they will preferably use corpo-

rate blue.

Line spacing

In Microsoft Word, medium line spacing will

be used. In programs where it is possible to

specify the line spacing size in points, it will

be at least 4 pt more than the text size. For

instance, for an 8 pt text, a line spacing of

+4pt (12pt) would be needed.

Typography 3.3

Lorem ipsum dolorLorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam laoreet porta

lectus. Suspendisse vitae dolor sed orci pharetra feugiat. Class aptent taciti so-

ciosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Curabitur

congue neque hendrerit lectus. Proin rhoncus. In convallis ultricies orci.

Meridien medium, 18pt

Frutiger 55 roman, 8pt

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam laoreet porta

lectus. Suspendisse vitae dolor sed orci pharetra feugiat. Class aptent taciti so-

ciosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Curabitur

congue neque hendrerit lectus. Proin rhoncus. In convallis ultricies orci.

Frutiger 55 roman, 8pt

Interlineado 14pt (+6pt)

Text composition



Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam laoreet

porta lectus. Suspendisse vitae dolor sed orci pharetra feugiat. Class aptent

taciti sociosqu ad litora torquent per conubia nostra, per inceptos hime-

naeos. Curabitur congue neque hendrerit lectus.

Proin rhoncus. In convallis ultricies orci. Duis velit felis, convallis eget, ma-

lesuada in, facilisis sit amet, augue. Aliquam risus nibh, laoreet quis, ve-

nenatis in, rhoncus non, ipsum. Duis eros ipsum, eleifend non, sodales a,

sollicitudin nec, ipsum. Sed eu ligula non dolor dictum dictum. Class aptent

taciti sociosqu ad litora torquent per conubia nostra, per inceptos hime-

naeos. Aliquam eu velit. Nunc aliquet lectus ac tellus. Pellentesque nulla

velit, ultrices quis, pellentesque in, tempor at, quam. Nam nisi tellus, tinci-

dunt pellentesque, mattis elementum, hendrerit sit amet, massa. Sed por-

ta. Sed sollicitudin interdum sapien. Lorem ipsum dolor sit amet, consecte-

tuer adipiscing elit. Aliquam ornare. Pellentesque habitant morbi tristique

senectus. Suspendisse potenti.

Lorem sit amet Lorem ipsumLorem ipsum dolor sit amet, consectetuer adipiscing

elit. Nullam laoreet porta lectus. Suspendisse vitae

dolor sed orci pharetra feugiat. Class aptent taciti

sociosqu ad litora torquent per conubia nostra, per

inceptos himenaeos. Curabitur congue neque hen-

drerit lectus. Proin rhoncus. In convallis ultricies orci.

Duis velit felisDuis velit felis, convallis eget, malesuada in, facilisis

sit amet, augue. Aliquam risus nibh, laoreet quis,

venenatis in, rhoncus non, ipsum. Duis eros ipsum,

eleifend non, sodales a, sollicitudin nec, ipsum. Sed

eu ligula non dolor dictum dictum. Class aptent taciti

sociosqu ad litora torquent per conubia nostra, per

inceptos himenaeos.

Having different typefaces gives enough

versatility to edit all types of texts.

Although we recommend to not vary

the size of the main reading text, it

is possible to use different headline

sizes to organize the information into

hierarchies. It is recommendable for the

smallest headline to be at least twice

the size of the reading text.

Typography 3.3



Graphic branding elements4



Branding elements 4.1

Supplementary graphic elements. These

graphic motifs are derived from the Ilion

horse lines. Its rounded forms mean a

good contrast to the typeface’s most

serious character. They may be used to

highlight, frame texts or create spaces

within a layout.

It may be used in the corporate colors

or hues of these colors, including black

(grays).

There are two types of elements: banners

and frames.

B

Banner 1 Banner 2

Branding elements:

BannersBanners will always be pla-

ced horizontally on one of

the sides of the piece bleed

(up to the edge).



Branding elements 4.2

Frames will always be used so that they

fit on the page by cropping a part of

them so that the complete contour is

never seen.Frame 4Frame 3Frame 2Frame 1

B BB

Branding elements:

Frames



Technical vocabulary5



Technical vocabulary 5

Alignment: Way of placing the vertical

edge of a text column: left alignment,

right alignment, justified, etc.

Black and white: “Black and white”

must be differentiated in the strictest

sense (use of 100% black and 100%

white without intermediate shades)

from black and white with half tones,

that is, using gray shades from the

color black.

Character: Sign of any writing system.

CMYK: Initials of the 4 basic colors of four

color printing: Cyan, Magenta, Yellow and

Black (see “Four color process”).

Four color process: “Full color” repro-

duction, also called CMYK. The value of

a CMYK color is expressed with four per-

centages, one for each color. This is the

most common reproduction system.

Interlettering: Space between letters.

Line spacing: Space between the base line

of a line of text and the next line’s baseline.

Pantone®: Also called “flat ink”. The co-

lors of the Pantone® range are numbered

and catalogued.

Point: Typographical unit of measurement

equivalent to 0.35mm.

RGB (Red, Blue and Green): Color system

for screens made up of 3 colors: red (R),

blue (B) and green (G). It is applicable in

audiovisual media and multimedia.

Flat ink: See Pantone®.

Type: Term used to designate all of the

different styles of letters in typography.

Typography: Typography is basically a

specific design of a letter. A distinction

must be made between typographical

“family” and “typography”.

Glossary




Tel. {+34} 916 585 106. Fax. {+34} 916 508 778

www.ilion.com


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Ilion Animation Studios. Graphic identity