Upload
jacob-mahaffey
View
261
Download
8
Tags:
Embed Size (px)
DESCRIPTION
Brand Standards Manual for Lux
Citation preview
J A C O B W . M A H A F F E Y | A R T 3 2 3 | P R O F E S S O R J A N E D O R N | A N D E R S O N U N I V E R S I T Y
LUXBRAND STANDARDS
Table of Contents
2 Company Introduction
3 Why Have Brand Identity guidelines
4 Mission / Vision / Values
General
5 Logo Origin
6 Logo Clearspace
7 Division Logo Clearspace 8 Minimum Size
9 Logo Color
Logo & Logo Usage
10 Don’t
11 Do
12 Additive Imagery
Rules of Usage
13 Typography
System Typography
14 Letterhead Print Specs.
15 Letterhead Specs. Cont.
16 Business Card Print Specs. 17 #10 Envelope Print Specs.
18 Envelope Specs. Cont.
Brand Identity Package
19 Stationery Set I
20 Stationery Set II
21 Business Cards 22 Office Materials
23 Website-Primary
Touchpoints
24 Website-Secondary
25 Website-Triary
26 Advertising 27 Product Packaging
28 Camera Body (recto view)
29 Camera Body (verso view)
30 Exterior Corporate Signage
31 Interior Corporate Signage 32 Freight
33 Credits
Company Information 2
Lux develops, manufactures and markets a growing lineup of copying machines,
printers, cameras, industrial and health care products. Through these products, the
Company meets growing customer needs that are becoming increasingly diversified
and sophisticated. Today, the Lux brand is recognized and trusted throughout the
world. Lux launched its Excellent Global Corporation Plan with the aim of becoming
a company worthy of admiration and respect world-wide.
Why have brand identity guidelines? 3
The purpose of this document is to establish consistent communications that build
Lux’s reputation in the many communities we serve. Adherence to these guidelines
will aid us in creating materials that speak to our audiences while maintaining one,
unified voice. Questions should be directed by email to the Lux Corporate Office at
Mission / Vision / Values 4
Lux seeks to grow and prosper over the next 100, or even 200 years, and is committed
to becoming a truly excellent global company who’s admired and respected by the
world. Lux will continue using its technologies to benefit people as it pursues its
objective of becoming a company that is loved by people throughout the world.
Lux has six key strategies as its guide:
> Achieving the overwhelming #1 position in all core businesses and
expanding related and peripheral businesses.
> Developing new business through globalization, diversification, and the
establishment of a “Three Regional Headquarters” management system.
> Establishing a world-leading globally optimized production system.
> Comprehensively reinforcing global sales capabilities.
> Building the foundations of an environmentally advanced corporation.
> Imparting a corporate culture, and cultivating human resources befitting of
a truly excellent global company.
Logo and Logo Usage 5
All ocular devices and those produced
by Lux have one similar element, light!
Without light a camera, copier or medical
imaging machines couldn’t work. The Lux
company name is a derivative of the latin
phrase “to capture light”. Please use only
the official Lux logo artwork that
accompanies these guidelines. It is
imperative that the logo appear clearly
and in the approved colors.
Please use only the official Lux logo
ar twork that accompanies these
guidelines. It is imperative that the logo
appear clearly and in the approved colors.
Logo Origin
LUXCapture the moment.
Logo and Logo Usage 6
A designated clearspace around the logo
will ensure visibility. As illustrated, the
minimum clearspace zone measures .50
from all directions of the logo. Use the
clearspace zone as a unit of measurement
to establish appropriate distance between
the logo and all graphic elements such as
type, photos, and any other imagery. Doing
this will ensure that the logo will retain a
consistent visual presence at all times.
Logo Clearspace
LUXCapture the moment.
.50
.50.50
.50
.50 .50
.50
.50
Logo and Logo Usage 7
The previous stated clearspace applies
to all divisional logo. Again as illustrated,
the minimum clearspace zone measures
.50 from all directions of the logo. Use
the clearspace zone as a unit of
measurement to establish appropriate
distance between the logo and all graphic
elements such as type, photos, and any
other imagery. Doing this will ensure that
the logo will retain a consistent visual
presence at all times.
Division Logo Clearspace
LUXO P T I C A L
LUXO F F I C E
LUXH E A LT H
.50
.50.50
.50
.50 .50
.50
.50
Logo and Logo Usage 8
There are two versions of the Lux logo:
the one that includes the tagline, and a
second versions that includes no tagline
or a divisional name. All versions with the
tagline can be sized down to a minimum
of 1”. The version without the tagline can
be sized down to a minimum size of 1”.
Minimum Size
LUXCapture the moment.
LUX LUXO P T I C A L
LUXO F F I C E
LUXH E A LT H
1in1in
1in 1in 1in
Logo and Logo Usage 9
The Lux logo may be only displayed in two
color. When accessible the Lux logo
should be displayed in Pantone 432C.
Logo may also be displayed in black or
85% gray. No other colors or variations
can occur.
Logo Color
LUX LUX LUX
PANTONE: 432 C
CMYK: 23, 2, 0, 77
RGB: 69, 85, 96
HEX: #455560
PANTONE: PMS 452
CMYK: 0, 0, 0, 85
RGB: 77, 77, 79
HEX: #AAAAAB
PANTONE: BLACK 6 2X
CMYK: 0, 0, 0, 100
RGB: 35, 31, 32
HEX: #000000
Rules of Usage 10
A: Don’t apply colored logo to a black
background. If you need to apply logo to
a dark colored background please use
white version.
B: Don’t rotate logo.
C: Don’t condense or shrink logo.
D: Don’t change logo color or add any
stroke.
Don’t
LUXCapture the moment.
LUX
LUX LUXO FFICE
A B
C D
Rules of Usage 11
A: Do use logo at a size above the
minimum size and at the correct color.
B: Do show logo in white version when
place on a dark background.
DO
A BLUX LUX
Rules of Usage 12
The Lux logo maybe added to photography
like shown in the examples. Depending
on the lightness or darkness of the image,
the lux logo can be used in white or
required pantone color.
A: Do use logo at a size above the
minimum size and at the correct color
B: Do show logo in white version when
place on a dark background.
Additive Imagery
LUX
LUX
A
B
System Typography 13
The Lux logo should be paired with the
typeface Akzidenz-Grotesk. When
possible please us Akzidenz-Grotesk
in all company correspondents and
promotional materials.
Typography ABC DEF G H I J K L M NOP Q RSTUV W X Y Z1234567890 , . !?
ABCDE FG HIJK LMNOPQ RS TUV W X Y Z1234567890 , . !?
ABCDEFGHIJKLMNOP QRSTUV W X YZ123 456789 0 , . ! ?
ABCDEFGHIJK LMNOP QRSTUV W X Y Z12345678 9 0 , . !?
Akzidenz-Grotesk- Regular
Akzidenz-Grotesk- Bold
Akzidenz-Grotesk- Medium
Akzidenz-Grotesk- Italic
Brand Identity Package 14
Stock Strathmore Writing
Bright White
25% Wove Cotton
24 lb.
Size 8.5 x 11 inches
Ink 4/0 (Process/0)
Type Akzidenz-Grotesk
9pt type, 12pt leading
Letterhead (Letter side): Print Specifications
1.25”
0.6229”0.3381”
1.0878”
0.9268”
Brand Identity Package 15
Stock Strathmore Writing
Bright White
25% Wove Cotton
24 lb.
Size 8.5 x 11 inches
Ink 4/0 (Process/0)
Bleeds 4 sides
Letterhead (Letter side): Print Specifications
Brand Identity Package 16
Stock Strathmore Text
Bright White
25% Wove Cotton
90 lb.
Size 3.5 x 2 inches
Ink 4/0 (Process/0)
Bleeds 2 sides
Type Company info: 6pt, 12pt leading
Personal name & title: 8pt,
15pt leading
Business Card:Print Specifications
0.94”
0.5486”
0.94”
0.5227”
1.1851” 1.1851”
0.5227”
0.224”
Brand Identity Package 17
Stock Strathmore Text
Bright White
25% Wove Cotton
24 lb.
Size 4.125 x 9.5 inches
Ink 4/0 (Process/0)
Bleeds 3 sides (just four flaps)
Type 9pt Small Caps, 17pt leading
#10 Envelope (converted):Print Specifications
0.6375” 2.9468”
0.6375”
1.5191”
1.1219”
Brand Identity Package 18
Stock Strathmore Text
Bright White
25% Wove Cotton
24 lb.
Size 4.125 x 9.5 inches
Ink 4/0 (Process/0)
Bleeds 3 sides for square flap
Type 9pt Small Caps, 15pt leading
#10 Envelope (converted):Print Specifications
0.2412”
2”
Touchpoints 19
Stationery Set
Touchpoints 20
Stationery Set
Touchpoints 21
Business Cards
Touchpoints 22
.
Office Materials
Touchpoints 23
Primary Page
Website
Touchpoints 24
Secondary Page
Website
Touchpoints 25
Triarary Page
Website
Touchpoints 26
Advertising
Touchpoints 27
Product Packaging
Touchpoints 28
Camera Body (recto view)
Touchpoints 29
Camera Body (verso view)
Touchpoints 30
Exterior Corporate Signage
Touchpoints 31
Interior Corporate Signage
Touchpoints 32
Freight
Credits 33
Anderson University
Professor Jane Dorn
The New School Identity Guidelines
Gallery Espresso Brand Identity Guidelines eBrochure
http://www.imaging-resource.com/PRODS/canon-6d/Z-canon-6d-back.jpg
http://graphicriver.net/item/stationery-branding-mockup
http://blog.archvision.com/2011/05/
http://www.erstegroupimmorent.com/en/References/Project_Development/Canon
http://cfmtrucking.com/page1.php
http://www.teds.com.au/canon-eos-6d-body
http://www.letsgodigital.org/en/28412/canon-eos-rebel-t3/
http://www.kenrockwell.com/canon/5d-mk-iii/specifications.htm
http://www.graphic-design.com/news/2009/EOS_500D_book.html
© 2013 Jacob W. Mahaffey