corporate identity guidelines
CORPORATE IDENTITY GUIDELINES
INTRODUCTION A strong business deserves a bold visual identity, which in turn needs correct and consistent implementation. This corporate identity manual therefore has a double objective: to define the very essence of the Uplace visual identity and to help every user with its use. Fulfillment of this double objective is of great importance in determining the brand and ensures a professional implementation of the Uplace communication efforts. These guidelines also prevent duplication of effort and help increase efficiency to a great extent.
These guidelines: -define the rules regarding the use of the Uplace logo, tagline and related communication tools - give illustrations and examples of corporate identity do’s and don’ts - include a set of easy-to-use templates for CI and branding tools.
We hope this manual answers all (graphical) questions the user may encounter. For any additional questions regarding the Uplace visual identity and its use, please contact the Uplace marketing team ([email protected]).
TABLE OF CONTENTS INTRODUCTION DEFINING THE LOGO WHAT?
2 5
DEFINING THE LOGO BASIC ELEMENTS
7
DEFINING THE LOGO COLORS
9
DEFINING THE LOGO DEFAULT COLOR VERSIONS
10
DEFINING THE LOGO INVERTED COLOR VERSIONS
11
DEFINING THE LOGO BLACK & WHITE VERSIONS
13
USE OF THE LOGO SIZES AND DISTANCES
15
USE OF THE LOGO DON’TS
17
DEFINING THE TAGLINE & USE OF THE TAGLINE
19
TYPOGRAPHY FOR CI TOOLS
20
TYPOGRAPHY FOR BRANDING TOOLS
21
CI TOOLS BUSINESS CARDS
22
CI TOOLS E-MAIL SIGNATURE
23
CI TOOLS LETTERHEAD
24
CI TOOLS ENVELOPES
25
CI TOOLS ADDRESS STICKERS
26
CI TOOLS COMPLIMENT CARDS
27
CI TOOLS FOLDERS
28
CI TOOLS NOTE PADS
29
CI TOOLS POWERPOINT TEMPLATE
31
CI TOOLS MEMO TEMPLATE
32
CI TOOLS FAX COVER SHEET
33
CI TOOLS CD LABELS
34
CI TOOLS NAME TAGS
35
CI TOOLS COMPUTER WALLPAPER
36
CI TOOLS SCREENSAVER
37
BRANDING ‘I AM NOT’ CAMPAIGN
39
BRANDING ‘I AM NOT’ DON’TS
41
BRANDING ‘I AM NOT’ BROCHURES
43
BRANDING BANNERS
44
BRANDING CONSTRUCTION SITE ADVERTISING
45
BRANDING MERCHANDISING
46
UPLACE CI GUIDELINES 4 I 5
DEFINING THE LOGO WHAT?
Fun, discovery and experience: that is what Uplace stands for. And that is what the Uplace logo aims to convey. It is high-quality and professional. But decidedly not dull. With its fresh appearance, it appeals to three audiences: government officials (B2G), Uplace business audiences (B2B – retailers, office tenants, brokers, etc.) and customers (B2C). In order to guarantee consistent use, the Uplace logo cannot be altered or recreated in any way. It must be used exactly as supplied. The logo is available in the following formats: .eps, .jpeg, .tif, .gif.
anchor
place
tagline
UPLACE CI GUIDELINES 6 I 7
DEFINING THE LOGO BASIC ELEMENTS The anchor The visual eye-catcher of the Uplace logo is an inverted, capital ‘U’ with a characteristic ‘anchor’ swirling around it. Setting the ‘U’ apart visually stresses the importance of ‘you’ in the company’s philosophy. It also hints at the correct pronunciation of the company name. For some applications, such as certain backgrounds/materials or very small sizes, the finest lines of the anchor may be a concern. In these cases, please contact the marketing department ([email protected]) for correct use and implementation.
Place This part of the logo was created in a slightly modified version of the SF New Republic font. This is another reason why the logo should never be recreated. This text part of the logo should never be used separately from the preceding anchor visual.
Tagline The tagline ‘There is more you in U’ is created in the Century Gothic font and functions as an addition to the logo, stressing the main message of maximizing potential. It also provides extra hints towards the meaning of the logo and the pronunciation of the company name. The logo exists in a version with and a version without the tagline. The version with the tagline is the default version. The logo version without tagline should be used when the logo size is so small that the readability of the tagline cannot be guaranteed. The logo without the tagline can also be used for aesthetic reasons.
C: 0 M: 0 Y: 0 K: 85 - R: 76 G: 77 B: 79 - PMS: 440 - Web: 4d4d4f
C: 100 M: 0 Y: 20 K: 0 - R: 0 G: 172 B: 204 - PMS: 3125 - Web: 00accc
C: 0 M: 50 Y: 100 K: 0 - R: 247 G: 147 B: 29 - PMS: 021 - Web: f7941d
C: 0 M: 100 Y: 0 K: 0 - R: 236 G: 0 B: 140 - PMS: Rhodamine Red - Web: ec008c
C: 40 M: 100 Y: 0 K: 0 - R: 162 G: 35 B: 142 - PMS: Purple - Web: a2238e
UPLACE CI GUIDELINES 8 I 9
DEFINING THE LOGO COLORS The Uplace logo exists in four color versions that are always combined with the same value of gray. These color versions are 100% equal to each other, the choice for any color can be guided by taste, preference and context. Having four color versions stresses the dynamic and fun character of the brand and its logo. The logo is consistent in its form yet flexible in its colors. This allows the best selection of colors in every context. In case of doubt about which color to use, please contact the marketing department ([email protected]). Producing the correct logo color is always a challenge as different printing techniques, paper color and saturation can produce very different results using the same color. Having four different color versions does not diminish this concern. Therefore, utmost care was taken to prepare digital versions of the logo that are best suited for each of the most common usages. However, when creating print materials, a print proof should always be requested (when possible). Note that the marketing team has a color chart with the exact colors of the logo to check color consistency. PMS or Pantone: is used in a print context, mostly when black is combined with one other color (called PMS or Pantone). In these cases the ‘exact’ values of that logo color can be used, which is a very good guarantee of its color trueness. Example: stationery, business cards, envelopes. CMYK: is used in a print context that requires more colors. CMYK refers to Cyan, Magenta, Yellow and blacK and is a synonym for four-color printing. Combining these four colors allows the creation of every imaginable color, including all logo colors. However, as CMYK is always a mix of colors, color trueness of the logo is more of a concern than with PMS-printing. In CMYK-printing, the outcome can be unpredictable. Therefore, always ask for print proofs before starting to print in CMYK. Example: brochures, billboards. html: is used for web applications. Example: web site, e-mail signatures. RGB: is used for digital applications. Example: Powerpoint presentations,1 Flash animations. Note that in Microsoft Office applications (e.g., Powerpoint, Excel and Word) you can match colors of fonts, text boxes, bullets, etc. to the logo colors by setting the RGB values.
1
DEFINING THE LOGO DEFAULT COLOR VERSIONS
UPLACE CI GUIDELINES 10 I 11
DEFINING THE LOGO INVERTED COLOR VERSIONS An inverted version of the logo (i.e. the logo in all white against a background in one of the logo colors) can also be used.
Black version
White version
UPLACE CI GUIDELINES 12 I 13
DEFINING THE LOGO BLACK & WHITE VERSIONS
Black version A black version of the logo is available for any tools for which the use of a fullcolor logo is technically not possible or not recommended (for example for a fax cover sheet). Its use is also allowed when it simply works well, such as in certain color contexts.
White version The white version of the logo is used when the color of the background is gray or black or on a darker four-color background. It is also used on backgrounds that are identical or similar to any of the logo colors. It therefore intends to prevent optical confusion. Example: Uplace folders in pink, purple, blue and orange.
x
x: Reference distance
x
x x
Protected space
12.5 mm
40 px
35 mm
Minimum size with tagline in print
7 mm
110 px
Minimum size with tagline on screen
30 px 24 mm
Minimum size without tagline in print
100 px
Minimum size without tagline on screen
UPLACE CI GUIDELINES 14 I 15
USE OF THE LOGO SIZES AND DISTANCES
Protected space A minimum blank space around the Uplace logo is required in all circumstances. This protected space is defined by the dimensions of the logo’s ‘e’ and has therefore a relative value: it changes along with the size of the logo.
Minimum size with tagline In order for the tagline to be readable, there is a defined minimum size for the logo with tagline. If the logo must be smaller, the version without the tagline should be used.
Minimum size without tagline For the logo without the tagline, the minimum size is smaller. The logo should never be used smaller than these values. For specific questions on sizes, please contact the marketing department ([email protected]).
Don’ts Altering the logo Any alteration to the Uplace logo other than the permitted color versions, and the version with/ without tagline is not allowed. This includes alterations to the color of the entirety or parts of the logo, modifications in size, spatial organization or distances of logo elements and changes of text type. The logo should always be used as provided.
modification of logo element colors: tagline
too much spacing between anchor and other logo elements
modification of logo element colors: ‘place’
changes to the order of appearance of logo elements
modification of logo elements colors: ‘place’
modification of relative size of tagline
There is more you in U use of a new color for any of the logo elements
modification of tagline font
UPLACE CI GUIDELINES 16 I 17
USE OF THE LOGO DON’TS Different backgrounds ask for other logo versions The choice of logo versions needs to be made in such a way as to always guarantee optimal contrast with the background. Below are some examples of insufficient contrast between logo and backgrounds.
contrast gray (logo) - black (background) insufficient; solution: all white logo
contrast white (logo) - blue (background) insufficient; solution: all black logo
contrast black (logo) - gray (background) insufficient; solution: all white logo
contrast between logo color and background color insufficient; solution: all white logo
x x: Reference distance x
Protected space
Color variations
x
x
UPLACE CI GUIDELINES 18 I 19
DEFINING THE TAGLINE USE OF THE TAGLINE Protected space The tagline ‘There is more you in U’ can be used separately from the logo, but only in a version where the ‘U’ takes the shape of the anchor as used in the logo. The tagline is available in different formats (.eps, .jpg). It should be used as provided and not altered in any way. A minimum blank space around the tagline applies here as well. The protected space around the tagline is defined by the height of the anchor.
Color variations The tagline exists in the same color versions as the logo: pink, purple, blue, orange, black and an inverted version for use on darker backgrounds.
Exceptions, special cases In some text-only cases, it may be impossible to use the anchor in the tagline. In these circumstances, the use of a simple ‘U’ instead of the anchor is permitted. The ‘U’ should always capitalized and in the same font size as the preceding text. When the tagline is quoted in text, it should appear between single brackets: ‘There is more you in U’
TYPOGRAPHY FOR CI TOOLS Century Gothic Regular abcdefghijklmnopqrstuvwxyz 1234567890 Century Gothic Italic abcdefghijklmnopqrstuvwxyz 1234567890
The logo uses an altered version of SF New Republic. CI tools that are professionally designed use the Century Gothic font family.
Century Gothic Bold abcdefghijklmnopqrstuvwxyz 1234567890 Century Gothic Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890
Arial Regular abcdefghijklmnopqrstuvwxyz 1234567890 Arial Italic abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890
For web and office use, Century Gothic is changed to Arial which is 100% websafe and installed on every computer.
UPLACE CI GUIDELINES 20 I 21
TYPOGRAPHY FOR BRANDING TOOLS BentonSans-Light abcdefghijklmnopqrstuvwxyz 1234567890
Branding tools that are professionally designed use the BentonSans font family.
BentonSans-Medium abcdefghijklmnopqrstuvwxyz 1234567890 BentonSans-Black abcdefghijklmnopqrstuvwxyz 1234567890
Myriad-regular abcdefghijklmnopqrstuvwxyz 1234567890 Myriad-Semibold abcdefghijklmnopqrstuvwxyz 1234567890 Myriad-Bold abcdefghijklmnopqrstuvwxyz 1234567890
The ‘I AM NOT’ campaign as well as product brochures use the Myriad font for their cover headlines.
CI TOOLS BUSINESS CARDS 14 mm 4 mm
42 mm
11 mm
Hendrik Winkelmans
Century Gothic Regular 9pt
CSO
85 mm
Century Gothic Regular 8pt
[email protected] T +32 (0)2 263 63 00 M +32 (0)476 99 39 72 F +32 (0)2 263 63 10 Kasteel van Bever - Boechoutlaan 221 1853 Strombeek-Bever - Belgium www.uplace.eu
Century Gothic Regular 7pt Century Gothic Regular 6.5pt
Brussels • Luxembourg • New York • Tokyo
6 mm
55 mm
Business cards
20 mm
45 mm
Uplace business cards can be produced in any of the four logo colors. Lay-out, colors and sizes should not be altered. Content elements are fixed and include: Front: First & last name Job title E-mail address Direct office phone number Mobile phone number Office fax number Uplace address (2 lines) Uplace URL Uplace office locations Back: ‘There is more you in U’ in white against a solid (logo) color background
UPLACE CI GUIDELINES 22 I 23
CI TOOLS E-mail signature
Arial Bold 10pt (any of four logo colors)
Arial Regular 10pt (gray 102/102/102)
Arial Regular 7.5pt (gray 102/102/102) 43 mm
Arial Bold 7.5pt (logo color)
Arial Regular 7.5pt (logo color) 8 mm Arial Regular 7.5pt (logo color)
Arial Regular 7.5pt (gray 102/102/102) Line: 0.75pt (logo color)
E-mail signature E-mail signatures are generated by the IT department when new employees join Uplace. The e-mail signature can be created in any of the four logo colors. Its font is Arial as this is recognized by all software. The e-mail signature consists of • First & last name • Job title • Uplace address (office phone number, mobile phone number, office fax number, e-mail address) • Uplace URL
• • •
•
Logo Uplace office locations Nature care logo & do not print request. Note that the nature care logo is also available in the four logo colors (blue: 00accc, pink: ec008c, orange: f7941d, purple: a2238e). The legal disclaimer is in gray between two colored lines (same logo color as rest of e-mail signature). The disclaimer must be used as provided and should not be altered in any way.
CI TOOLS LETTERHEAD 23 mm 148 mm
47 mm Century Gothic Regular 10pt
9 mm
Uplace nv
Kasteel van Bever Boechoutlaan 221 1853 Strombeek-Bever Belgium T +32 (0)2 263 63 00 F +32 (0)2 263 63 10 [email protected] www.uplace.eu
Century Gothic Regular 8pt
Letterhead 297 mm
Uplace letterhead can be produced in any of the four logo colors. Content elements are fixed and include:
Century Gothic Regular 8pt Century Gothic Regular 6.5pt
37 mm
BTW BE 0437.619.656 RPR Brussel Fortis 230-0010905-61 IBAN BE62 2300 0109 0561 BIC GEBABEBB Brussels • Luxembourg • New York • Tokyo
14 mm 210 mm
73 mm 121,5 mm 72 mm
Front: Uplace information in two blocks at the top and the bottom right side of the page. • Top: Company name & legal entity Uplace address Phone number Fax number E-mail address Uplace URL • Bottom: VAT number RPR reference Bank account IBAN number BIC number Uplace office locations Back: ‘There is more you in U’ in white against a solid (logo) color background.
Note: European legislation requires certain information to be featured on letterhead. This includes the official company name and legal entity, enterprise number, registration and bank information. Therefore, none of the existing information should be omitted when producing letterhead. Contact the Uplace marketing department ([email protected]) for more information.
UPLACE CI GUIDELINES 24 I 25
CI TOOLS ENVELOPES Envelopes
10 mm
9 mm 35 mm
Brussels • Luxembourg • New York • Tokyo Kasteel van Bever Boechoutlaan 221 1853 Strombeek-Bever Belgium
Century Gothic Regular 6pt
110 mm
220 mm
15 mm
15 mm 47 mm
Brussels • Luxembourg • New York • Tokyo
Kasteel van Bever Boechoutlaan 221 1853 Strombeek-Bever Belgium
Century Gothic Regular 6.5pt Century Gothic Regular 8pt
229 mm
324 mm
Envelopes can be produced in any of the four logo colors. Currently, two types of small envelopes (with and without window) and an A4-size envelope are available. These envelopes comply with the latest postal regulations regarding size and placement of contact information. When producing new envelopes, please check with the marketing team ([email protected]) for the latest requirements.
CI TOOLS ADDRESS STICKERS 8 mm 6 mm 45 mm
50 mm Century Gothic Regular 8pt
20 mm
Century Gothic Regular 6pt
4 mm 90 mm
Address stickers Address stickers are available for the Brussels and Luxembourg offices. New address stickers can be produced in any of the four logo colors. The stickers are sized to meet postal guidelines and feature: • Uplace logo • Uplace address (two lines) • Uplace URL • Uplace office locations
UPLACE CI GUIDELINES 26 I 27
CI TOOLS COMPLIMENT CARDS
105 mm
85 mm
13 mm 77 mm 210 mm
42 mm
150 mm
48 mm Kasteel van Bever Boechoutlaan 221 1853 Strombeek-Bever Belgium
Century Gothic Regular 8pt Century Gothic Regular 7pt
T +32 (0)2 263 63 00 F +32 (0)2 263 63 10 [email protected] www.uplace.eu Brussels • Luxembourg • New York • Tokyo
Compliment cards Uplace compliment cards are available in all four logo colors. Lay-out, colors and sizes should not be altered. Content elements are fixed and include: Front: ‘There is more you in U’ (bottom left corner) Back: (bottom right corner, in white, against a solid logo color background) • Uplace logo • Uplace address • Phone number • Fax number • E-mail address • Uplace URL • Uplace office locations
CI TOOLS Folders 230 mm
230 mm
340 mm
47 mm 30 mm
19 mm Century Gothic Regular & Bold 8pt
Brussels office Kasteel van Bever Boechoutlaan 221 1853 Strombeek-Bever Belgium
Luxembourg office 8 Rue Heine 1720 Luxembourg Luxembourg
New York office Rockefeller Plaza Center 1230 Avenue of the Americas New York, NY 10020 USA
Tokyo office 2-8-19 Hayamiya Nerima-ku Tokyo, 179-0085 Japan
T +32 2 263 63 00 F +32 2 263 63 10
T +352 24 87 30 61 F +352 24 87 30 65
T +1 917 639 4106 F +1 917 639 4005
T +81 90 2521 8191 F +81 50 3488 1059
72 mm 15 mm
[email protected] www.uplace.eu
19 mm 61 mm
7 mm
15 mm
70 mm centered horizontally & vertically on the left page
Folders Folders are available in the four logo colors with all copy and the logo in white. Technical specifications are on file with Drukkerij De Bie in case reprints are needed. If reprints are done with another printer, the design, lay-out and content requirements on this page apply. Front cover: Uplace logo with tagline Back cover: Uplace offices with address and contact information, Uplace e-mail and URL Inside flap: ‘There is more you in U’
UPLACE CI GUIDELINES 28 I 29
CI TOOLS Note pads Note pads Uplace note pads are available in two logo colors: pink and blue. Technical specifications are on file with Drukkerij De Bie in case reprints are needed. If reprints are needed with another printer, the requirements on this page apply. Colors: Uplace pink and blue in PMS + PMS 440 gray Content: The front of the cover page features the Uplace logo and URL in white. The back of the cover page is the same solid logo color. Every notes page features ‘There is more in U’ and the Uplace URL in the top right corner. Paper: • Cover: 300gr white • Notes pages: 80gr offset extra white • Back: 600gr gray cardboard Glue: top
297 mm
73 mm 15 mm 12 mm
www.uplace.eu
Century Gothic 8pt
210 mm
31 mm
49 mm Century Gothic 9pt
7 mm Line 0.5pt
7 mm
297 mm 285 mm +/- 160 mm
Arial 53pt Bold 210 mm
Arial 53pt
135mm
Arial 19pt
5mm 26mm
7mm
Title page The title page allows for a presentation title and subtitle, location and date. The width of the image can be adjusted to accomodate the title length.
49mm
Arial 37pt (in one of the five main colors) Arial 21pt (dark gray: R77 G77 B79) Arial 16pt (dark gray: R77 G77 B79)
Agenda page Agenda pages are available in the five main colors. To increase readability, a 50% transparant white square is positioned behind the agenda text box. Agenda items are highlighted with a dark gray square. (gray: R76, G77, B79 or 85% black).
Pagina numbering: 80pt Arial 24pt
Arial 37pt
Arial 16pt Bold Arial 14pt Bold
48mm
7mm
Content page Content pages allow text input. The text color (white) and background area should not be altered.
White line 3/4pt
5mm
Arial 10pt (gray)
UPLACE CI GUIDELINES 30 I 31
CI TOOLS Powerpoint template A PPT template is available for all your presentations. The PPT template consists of a title page, agenda and content pages for five color-coded chapters, a number of recurring slides (about the Uplace team, offices, etc.) and an object page with a number of often-used visuals and symbols. The PPT template uses the ‘custom’ page set-up with w: 29.7cm and h: 21cm. The lay-out, images, colors and settings of the pre-formatted pages in the PPT template should not be altered.
Agenda & content slides
Recurring pages
Your Uplace office
More U (web site and blog) Object pages (= ready-to-use objects)
CI TOOLS Memo TEMPLATE 30 mm
25 mm
26 mm
0(02
15 mm
7R
&&
47 mm
)URP
'DWH
25 mm Century Gothic Regular 10pt
6XEMHFW
Century Gothic Bold 10pt
297 mm
210 mm
Memo An internal memo template is available in ACT and in MS word format, allowing you to print a filled-out memo. A blank memo template is also available in pdf, but this only allows for handwritten memos. The memo template contains the following elements: • Recipient(s) • Co-recipient(s) • Name sender • Date • Subject • Message field
UPLACE CI GUIDELINES 32 I 33
CI TOOLS FAX COVER SHEET 37 mm
31 mm
)$;
18 mm )URP
147 mm
7R&RPSDQ\
)D[Q
44 mm 9 mm
'DWH
8SODFHQY
Century Gothic Regular 8pt
7 ) LQIR#XSODFHHX ZZZXSODFHHX
&&
Century Gothic Regular 10pt
.DVWHHOYDQ%HYHU %RHFKRXWODDQ 6WURPEHHN%HYHU %HOJLXP
3DJHV LQFOXGLQJWKLVFRYHUSDJH
Century Gothic Regular 11pt / line spacing 1.5
6XEMHFW
297 mm
64 mm 7KLVID[LVFRQÀGHQWLDO,WLVDOVRSULYLOHJHGRURWKHUZLVHSURWHFWHGE\ZRUNSURGXFWLPPXQLW\RU RWKHUOHJDOUXOHV7KHLQIRUPDWLRQLVLQWHQGHGWREHIRUXVHRIWKHLQGLYLGXDORUHQWLW\QDPHG DERYH,I\RXDUHQRWWKHLQWHQGHGUHFLSLHQWSOHDVHEHDZDUHWKDWDQ\GLVFORVXUHFRS\LQJ GLVWULEXWLRQRUXVHRIWKHFRQWHQWVRIWKLVLQIRUPDWLRQLVSURKLELWHG,I\RXKDYHUHFHLYHGWKH PHVVDJHLQHUURUSOHDVHQRWLI\XVE\UHSO\HPDLORUID[7KDQN\RXIRU\RXUFRRSHUDWLRQ
%7:%( 535%UXVVHO )RUWLV ,%$1%( %,&*(%$%(%%
43 mm
%UXVVHOV/X[HPERXUJ1HZ
INTRODUCTION A strong business deserves a bold visual identity, which in turn needs correct and consistent implementation. This corporate identity manual therefore has a double objective: to define the very essence of the Uplace visual identity and to help every user with its use. Fulfillment of this double objective is of great importance in determining the brand and ensures a professional implementation of the Uplace communication efforts. These guidelines also prevent duplication of effort and help increase efficiency to a great extent.
These guidelines: -define the rules regarding the use of the Uplace logo, tagline and related communication tools - give illustrations and examples of corporate identity do’s and don’ts - include a set of easy-to-use templates for CI and branding tools.
We hope this manual answers all (graphical) questions the user may encounter. For any additional questions regarding the Uplace visual identity and its use, please contact the Uplace marketing team ([email protected]).
TABLE OF CONTENTS INTRODUCTION DEFINING THE LOGO WHAT?
2 5
DEFINING THE LOGO BASIC ELEMENTS
7
DEFINING THE LOGO COLORS
9
DEFINING THE LOGO DEFAULT COLOR VERSIONS
10
DEFINING THE LOGO INVERTED COLOR VERSIONS
11
DEFINING THE LOGO BLACK & WHITE VERSIONS
13
USE OF THE LOGO SIZES AND DISTANCES
15
USE OF THE LOGO DON’TS
17
DEFINING THE TAGLINE & USE OF THE TAGLINE
19
TYPOGRAPHY FOR CI TOOLS
20
TYPOGRAPHY FOR BRANDING TOOLS
21
CI TOOLS BUSINESS CARDS
22
CI TOOLS E-MAIL SIGNATURE
23
CI TOOLS LETTERHEAD
24
CI TOOLS ENVELOPES
25
CI TOOLS ADDRESS STICKERS
26
CI TOOLS COMPLIMENT CARDS
27
CI TOOLS FOLDERS
28
CI TOOLS NOTE PADS
29
CI TOOLS POWERPOINT TEMPLATE
31
CI TOOLS MEMO TEMPLATE
32
CI TOOLS FAX COVER SHEET
33
CI TOOLS CD LABELS
34
CI TOOLS NAME TAGS
35
CI TOOLS COMPUTER WALLPAPER
36
CI TOOLS SCREENSAVER
37
BRANDING ‘I AM NOT’ CAMPAIGN
39
BRANDING ‘I AM NOT’ DON’TS
41
BRANDING ‘I AM NOT’ BROCHURES
43
BRANDING BANNERS
44
BRANDING CONSTRUCTION SITE ADVERTISING
45
BRANDING MERCHANDISING
46
UPLACE CI GUIDELINES 4 I 5
DEFINING THE LOGO WHAT?
Fun, discovery and experience: that is what Uplace stands for. And that is what the Uplace logo aims to convey. It is high-quality and professional. But decidedly not dull. With its fresh appearance, it appeals to three audiences: government officials (B2G), Uplace business audiences (B2B – retailers, office tenants, brokers, etc.) and customers (B2C). In order to guarantee consistent use, the Uplace logo cannot be altered or recreated in any way. It must be used exactly as supplied. The logo is available in the following formats: .eps, .jpeg, .tif, .gif.
anchor
place
tagline
UPLACE CI GUIDELINES 6 I 7
DEFINING THE LOGO BASIC ELEMENTS The anchor The visual eye-catcher of the Uplace logo is an inverted, capital ‘U’ with a characteristic ‘anchor’ swirling around it. Setting the ‘U’ apart visually stresses the importance of ‘you’ in the company’s philosophy. It also hints at the correct pronunciation of the company name. For some applications, such as certain backgrounds/materials or very small sizes, the finest lines of the anchor may be a concern. In these cases, please contact the marketing department ([email protected]) for correct use and implementation.
Place This part of the logo was created in a slightly modified version of the SF New Republic font. This is another reason why the logo should never be recreated. This text part of the logo should never be used separately from the preceding anchor visual.
Tagline The tagline ‘There is more you in U’ is created in the Century Gothic font and functions as an addition to the logo, stressing the main message of maximizing potential. It also provides extra hints towards the meaning of the logo and the pronunciation of the company name. The logo exists in a version with and a version without the tagline. The version with the tagline is the default version. The logo version without tagline should be used when the logo size is so small that the readability of the tagline cannot be guaranteed. The logo without the tagline can also be used for aesthetic reasons.
C: 0 M: 0 Y: 0 K: 85 - R: 76 G: 77 B: 79 - PMS: 440 - Web: 4d4d4f
C: 100 M: 0 Y: 20 K: 0 - R: 0 G: 172 B: 204 - PMS: 3125 - Web: 00accc
C: 0 M: 50 Y: 100 K: 0 - R: 247 G: 147 B: 29 - PMS: 021 - Web: f7941d
C: 0 M: 100 Y: 0 K: 0 - R: 236 G: 0 B: 140 - PMS: Rhodamine Red - Web: ec008c
C: 40 M: 100 Y: 0 K: 0 - R: 162 G: 35 B: 142 - PMS: Purple - Web: a2238e
UPLACE CI GUIDELINES 8 I 9
DEFINING THE LOGO COLORS The Uplace logo exists in four color versions that are always combined with the same value of gray. These color versions are 100% equal to each other, the choice for any color can be guided by taste, preference and context. Having four color versions stresses the dynamic and fun character of the brand and its logo. The logo is consistent in its form yet flexible in its colors. This allows the best selection of colors in every context. In case of doubt about which color to use, please contact the marketing department ([email protected]). Producing the correct logo color is always a challenge as different printing techniques, paper color and saturation can produce very different results using the same color. Having four different color versions does not diminish this concern. Therefore, utmost care was taken to prepare digital versions of the logo that are best suited for each of the most common usages. However, when creating print materials, a print proof should always be requested (when possible). Note that the marketing team has a color chart with the exact colors of the logo to check color consistency. PMS or Pantone: is used in a print context, mostly when black is combined with one other color (called PMS or Pantone). In these cases the ‘exact’ values of that logo color can be used, which is a very good guarantee of its color trueness. Example: stationery, business cards, envelopes. CMYK: is used in a print context that requires more colors. CMYK refers to Cyan, Magenta, Yellow and blacK and is a synonym for four-color printing. Combining these four colors allows the creation of every imaginable color, including all logo colors. However, as CMYK is always a mix of colors, color trueness of the logo is more of a concern than with PMS-printing. In CMYK-printing, the outcome can be unpredictable. Therefore, always ask for print proofs before starting to print in CMYK. Example: brochures, billboards. html: is used for web applications. Example: web site, e-mail signatures. RGB: is used for digital applications. Example: Powerpoint presentations,1 Flash animations. Note that in Microsoft Office applications (e.g., Powerpoint, Excel and Word) you can match colors of fonts, text boxes, bullets, etc. to the logo colors by setting the RGB values.
1
DEFINING THE LOGO DEFAULT COLOR VERSIONS
UPLACE CI GUIDELINES 10 I 11
DEFINING THE LOGO INVERTED COLOR VERSIONS An inverted version of the logo (i.e. the logo in all white against a background in one of the logo colors) can also be used.
Black version
White version
UPLACE CI GUIDELINES 12 I 13
DEFINING THE LOGO BLACK & WHITE VERSIONS
Black version A black version of the logo is available for any tools for which the use of a fullcolor logo is technically not possible or not recommended (for example for a fax cover sheet). Its use is also allowed when it simply works well, such as in certain color contexts.
White version The white version of the logo is used when the color of the background is gray or black or on a darker four-color background. It is also used on backgrounds that are identical or similar to any of the logo colors. It therefore intends to prevent optical confusion. Example: Uplace folders in pink, purple, blue and orange.
x
x: Reference distance
x
x x
Protected space
12.5 mm
40 px
35 mm
Minimum size with tagline in print
7 mm
110 px
Minimum size with tagline on screen
30 px 24 mm
Minimum size without tagline in print
100 px
Minimum size without tagline on screen
UPLACE CI GUIDELINES 14 I 15
USE OF THE LOGO SIZES AND DISTANCES
Protected space A minimum blank space around the Uplace logo is required in all circumstances. This protected space is defined by the dimensions of the logo’s ‘e’ and has therefore a relative value: it changes along with the size of the logo.
Minimum size with tagline In order for the tagline to be readable, there is a defined minimum size for the logo with tagline. If the logo must be smaller, the version without the tagline should be used.
Minimum size without tagline For the logo without the tagline, the minimum size is smaller. The logo should never be used smaller than these values. For specific questions on sizes, please contact the marketing department ([email protected]).
Don’ts Altering the logo Any alteration to the Uplace logo other than the permitted color versions, and the version with/ without tagline is not allowed. This includes alterations to the color of the entirety or parts of the logo, modifications in size, spatial organization or distances of logo elements and changes of text type. The logo should always be used as provided.
modification of logo element colors: tagline
too much spacing between anchor and other logo elements
modification of logo element colors: ‘place’
changes to the order of appearance of logo elements
modification of logo elements colors: ‘place’
modification of relative size of tagline
There is more you in U use of a new color for any of the logo elements
modification of tagline font
UPLACE CI GUIDELINES 16 I 17
USE OF THE LOGO DON’TS Different backgrounds ask for other logo versions The choice of logo versions needs to be made in such a way as to always guarantee optimal contrast with the background. Below are some examples of insufficient contrast between logo and backgrounds.
contrast gray (logo) - black (background) insufficient; solution: all white logo
contrast white (logo) - blue (background) insufficient; solution: all black logo
contrast black (logo) - gray (background) insufficient; solution: all white logo
contrast between logo color and background color insufficient; solution: all white logo
x x: Reference distance x
Protected space
Color variations
x
x
UPLACE CI GUIDELINES 18 I 19
DEFINING THE TAGLINE USE OF THE TAGLINE Protected space The tagline ‘There is more you in U’ can be used separately from the logo, but only in a version where the ‘U’ takes the shape of the anchor as used in the logo. The tagline is available in different formats (.eps, .jpg). It should be used as provided and not altered in any way. A minimum blank space around the tagline applies here as well. The protected space around the tagline is defined by the height of the anchor.
Color variations The tagline exists in the same color versions as the logo: pink, purple, blue, orange, black and an inverted version for use on darker backgrounds.
Exceptions, special cases In some text-only cases, it may be impossible to use the anchor in the tagline. In these circumstances, the use of a simple ‘U’ instead of the anchor is permitted. The ‘U’ should always capitalized and in the same font size as the preceding text. When the tagline is quoted in text, it should appear between single brackets: ‘There is more you in U’
TYPOGRAPHY FOR CI TOOLS Century Gothic Regular abcdefghijklmnopqrstuvwxyz 1234567890 Century Gothic Italic abcdefghijklmnopqrstuvwxyz 1234567890
The logo uses an altered version of SF New Republic. CI tools that are professionally designed use the Century Gothic font family.
Century Gothic Bold abcdefghijklmnopqrstuvwxyz 1234567890 Century Gothic Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890
Arial Regular abcdefghijklmnopqrstuvwxyz 1234567890 Arial Italic abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890
For web and office use, Century Gothic is changed to Arial which is 100% websafe and installed on every computer.
UPLACE CI GUIDELINES 20 I 21
TYPOGRAPHY FOR BRANDING TOOLS BentonSans-Light abcdefghijklmnopqrstuvwxyz 1234567890
Branding tools that are professionally designed use the BentonSans font family.
BentonSans-Medium abcdefghijklmnopqrstuvwxyz 1234567890 BentonSans-Black abcdefghijklmnopqrstuvwxyz 1234567890
Myriad-regular abcdefghijklmnopqrstuvwxyz 1234567890 Myriad-Semibold abcdefghijklmnopqrstuvwxyz 1234567890 Myriad-Bold abcdefghijklmnopqrstuvwxyz 1234567890
The ‘I AM NOT’ campaign as well as product brochures use the Myriad font for their cover headlines.
CI TOOLS BUSINESS CARDS 14 mm 4 mm
42 mm
11 mm
Hendrik Winkelmans
Century Gothic Regular 9pt
CSO
85 mm
Century Gothic Regular 8pt
[email protected] T +32 (0)2 263 63 00 M +32 (0)476 99 39 72 F +32 (0)2 263 63 10 Kasteel van Bever - Boechoutlaan 221 1853 Strombeek-Bever - Belgium www.uplace.eu
Century Gothic Regular 7pt Century Gothic Regular 6.5pt
Brussels • Luxembourg • New York • Tokyo
6 mm
55 mm
Business cards
20 mm
45 mm
Uplace business cards can be produced in any of the four logo colors. Lay-out, colors and sizes should not be altered. Content elements are fixed and include: Front: First & last name Job title E-mail address Direct office phone number Mobile phone number Office fax number Uplace address (2 lines) Uplace URL Uplace office locations Back: ‘There is more you in U’ in white against a solid (logo) color background
UPLACE CI GUIDELINES 22 I 23
CI TOOLS E-mail signature
Arial Bold 10pt (any of four logo colors)
Arial Regular 10pt (gray 102/102/102)
Arial Regular 7.5pt (gray 102/102/102) 43 mm
Arial Bold 7.5pt (logo color)
Arial Regular 7.5pt (logo color) 8 mm Arial Regular 7.5pt (logo color)
Arial Regular 7.5pt (gray 102/102/102) Line: 0.75pt (logo color)
E-mail signature E-mail signatures are generated by the IT department when new employees join Uplace. The e-mail signature can be created in any of the four logo colors. Its font is Arial as this is recognized by all software. The e-mail signature consists of • First & last name • Job title • Uplace address (office phone number, mobile phone number, office fax number, e-mail address) • Uplace URL
• • •
•
Logo Uplace office locations Nature care logo & do not print request. Note that the nature care logo is also available in the four logo colors (blue: 00accc, pink: ec008c, orange: f7941d, purple: a2238e). The legal disclaimer is in gray between two colored lines (same logo color as rest of e-mail signature). The disclaimer must be used as provided and should not be altered in any way.
CI TOOLS LETTERHEAD 23 mm 148 mm
47 mm Century Gothic Regular 10pt
9 mm
Uplace nv
Kasteel van Bever Boechoutlaan 221 1853 Strombeek-Bever Belgium T +32 (0)2 263 63 00 F +32 (0)2 263 63 10 [email protected] www.uplace.eu
Century Gothic Regular 8pt
Letterhead 297 mm
Uplace letterhead can be produced in any of the four logo colors. Content elements are fixed and include:
Century Gothic Regular 8pt Century Gothic Regular 6.5pt
37 mm
BTW BE 0437.619.656 RPR Brussel Fortis 230-0010905-61 IBAN BE62 2300 0109 0561 BIC GEBABEBB Brussels • Luxembourg • New York • Tokyo
14 mm 210 mm
73 mm 121,5 mm 72 mm
Front: Uplace information in two blocks at the top and the bottom right side of the page. • Top: Company name & legal entity Uplace address Phone number Fax number E-mail address Uplace URL • Bottom: VAT number RPR reference Bank account IBAN number BIC number Uplace office locations Back: ‘There is more you in U’ in white against a solid (logo) color background.
Note: European legislation requires certain information to be featured on letterhead. This includes the official company name and legal entity, enterprise number, registration and bank information. Therefore, none of the existing information should be omitted when producing letterhead. Contact the Uplace marketing department ([email protected]) for more information.
UPLACE CI GUIDELINES 24 I 25
CI TOOLS ENVELOPES Envelopes
10 mm
9 mm 35 mm
Brussels • Luxembourg • New York • Tokyo Kasteel van Bever Boechoutlaan 221 1853 Strombeek-Bever Belgium
Century Gothic Regular 6pt
110 mm
220 mm
15 mm
15 mm 47 mm
Brussels • Luxembourg • New York • Tokyo
Kasteel van Bever Boechoutlaan 221 1853 Strombeek-Bever Belgium
Century Gothic Regular 6.5pt Century Gothic Regular 8pt
229 mm
324 mm
Envelopes can be produced in any of the four logo colors. Currently, two types of small envelopes (with and without window) and an A4-size envelope are available. These envelopes comply with the latest postal regulations regarding size and placement of contact information. When producing new envelopes, please check with the marketing team ([email protected]) for the latest requirements.
CI TOOLS ADDRESS STICKERS 8 mm 6 mm 45 mm
50 mm Century Gothic Regular 8pt
20 mm
Century Gothic Regular 6pt
4 mm 90 mm
Address stickers Address stickers are available for the Brussels and Luxembourg offices. New address stickers can be produced in any of the four logo colors. The stickers are sized to meet postal guidelines and feature: • Uplace logo • Uplace address (two lines) • Uplace URL • Uplace office locations
UPLACE CI GUIDELINES 26 I 27
CI TOOLS COMPLIMENT CARDS
105 mm
85 mm
13 mm 77 mm 210 mm
42 mm
150 mm
48 mm Kasteel van Bever Boechoutlaan 221 1853 Strombeek-Bever Belgium
Century Gothic Regular 8pt Century Gothic Regular 7pt
T +32 (0)2 263 63 00 F +32 (0)2 263 63 10 [email protected] www.uplace.eu Brussels • Luxembourg • New York • Tokyo
Compliment cards Uplace compliment cards are available in all four logo colors. Lay-out, colors and sizes should not be altered. Content elements are fixed and include: Front: ‘There is more you in U’ (bottom left corner) Back: (bottom right corner, in white, against a solid logo color background) • Uplace logo • Uplace address • Phone number • Fax number • E-mail address • Uplace URL • Uplace office locations
CI TOOLS Folders 230 mm
230 mm
340 mm
47 mm 30 mm
19 mm Century Gothic Regular & Bold 8pt
Brussels office Kasteel van Bever Boechoutlaan 221 1853 Strombeek-Bever Belgium
Luxembourg office 8 Rue Heine 1720 Luxembourg Luxembourg
New York office Rockefeller Plaza Center 1230 Avenue of the Americas New York, NY 10020 USA
Tokyo office 2-8-19 Hayamiya Nerima-ku Tokyo, 179-0085 Japan
T +32 2 263 63 00 F +32 2 263 63 10
T +352 24 87 30 61 F +352 24 87 30 65
T +1 917 639 4106 F +1 917 639 4005
T +81 90 2521 8191 F +81 50 3488 1059
72 mm 15 mm
[email protected] www.uplace.eu
19 mm 61 mm
7 mm
15 mm
70 mm centered horizontally & vertically on the left page
Folders Folders are available in the four logo colors with all copy and the logo in white. Technical specifications are on file with Drukkerij De Bie in case reprints are needed. If reprints are done with another printer, the design, lay-out and content requirements on this page apply. Front cover: Uplace logo with tagline Back cover: Uplace offices with address and contact information, Uplace e-mail and URL Inside flap: ‘There is more you in U’
UPLACE CI GUIDELINES 28 I 29
CI TOOLS Note pads Note pads Uplace note pads are available in two logo colors: pink and blue. Technical specifications are on file with Drukkerij De Bie in case reprints are needed. If reprints are needed with another printer, the requirements on this page apply. Colors: Uplace pink and blue in PMS + PMS 440 gray Content: The front of the cover page features the Uplace logo and URL in white. The back of the cover page is the same solid logo color. Every notes page features ‘There is more in U’ and the Uplace URL in the top right corner. Paper: • Cover: 300gr white • Notes pages: 80gr offset extra white • Back: 600gr gray cardboard Glue: top
297 mm
73 mm 15 mm 12 mm
www.uplace.eu
Century Gothic 8pt
210 mm
31 mm
49 mm Century Gothic 9pt
7 mm Line 0.5pt
7 mm
297 mm 285 mm +/- 160 mm
Arial 53pt Bold 210 mm
Arial 53pt
135mm
Arial 19pt
5mm 26mm
7mm
Title page The title page allows for a presentation title and subtitle, location and date. The width of the image can be adjusted to accomodate the title length.
49mm
Arial 37pt (in one of the five main colors) Arial 21pt (dark gray: R77 G77 B79) Arial 16pt (dark gray: R77 G77 B79)
Agenda page Agenda pages are available in the five main colors. To increase readability, a 50% transparant white square is positioned behind the agenda text box. Agenda items are highlighted with a dark gray square. (gray: R76, G77, B79 or 85% black).
Pagina numbering: 80pt Arial 24pt
Arial 37pt
Arial 16pt Bold Arial 14pt Bold
48mm
7mm
Content page Content pages allow text input. The text color (white) and background area should not be altered.
White line 3/4pt
5mm
Arial 10pt (gray)
UPLACE CI GUIDELINES 30 I 31
CI TOOLS Powerpoint template A PPT template is available for all your presentations. The PPT template consists of a title page, agenda and content pages for five color-coded chapters, a number of recurring slides (about the Uplace team, offices, etc.) and an object page with a number of often-used visuals and symbols. The PPT template uses the ‘custom’ page set-up with w: 29.7cm and h: 21cm. The lay-out, images, colors and settings of the pre-formatted pages in the PPT template should not be altered.
Agenda & content slides
Recurring pages
Your Uplace office
More U (web site and blog) Object pages (= ready-to-use objects)
CI TOOLS Memo TEMPLATE 30 mm
25 mm
26 mm
0(02
15 mm
7R
&&
47 mm
)URP
'DWH
25 mm Century Gothic Regular 10pt
6XEMHFW
Century Gothic Bold 10pt
297 mm
210 mm
Memo An internal memo template is available in ACT and in MS word format, allowing you to print a filled-out memo. A blank memo template is also available in pdf, but this only allows for handwritten memos. The memo template contains the following elements: • Recipient(s) • Co-recipient(s) • Name sender • Date • Subject • Message field
UPLACE CI GUIDELINES 32 I 33
CI TOOLS FAX COVER SHEET 37 mm
31 mm
)$;
18 mm )URP
147 mm
7R&RPSDQ\
)D[Q
44 mm 9 mm
'DWH
8SODFHQY
Century Gothic Regular 8pt
7 ) LQIR#XSODFHHX ZZZXSODFHHX
&&
Century Gothic Regular 10pt
.DVWHHOYDQ%HYHU %RHFKRXWODDQ 6WURPEHHN%HYHU %HOJLXP
3DJHV LQFOXGLQJWKLVFRYHUSDJH
Century Gothic Regular 11pt / line spacing 1.5
6XEMHFW
297 mm
64 mm 7KLVID[LVFRQÀGHQWLDO,WLVDOVRSULYLOHJHGRURWKHUZLVHSURWHFWHGE\ZRUNSURGXFWLPPXQLW\RU RWKHUOHJDOUXOHV7KHLQIRUPDWLRQLVLQWHQGHGWREHIRUXVHRIWKHLQGLYLGXDORUHQWLW\QDPHG DERYH,I\RXDUHQRWWKHLQWHQGHGUHFLSLHQWSOHDVHEHDZDUHWKDWDQ\GLVFORVXUHFRS\LQJ GLVWULEXWLRQRUXVHRIWKHFRQWHQWVRIWKLVLQIRUPDWLRQLVSURKLELWHG,I\RXKDYHUHFHLYHGWKH PHVVDJHLQHUURUSOHDVHQRWLI\XVE\UHSO\HPDLORUID[7KDQN\RXIRU\RXUFRRSHUDWLRQ
%7:%( 535%UXVVHO )RUWLV ,%$1%( %,&*(%$%(%%
43 mm
%UXVVHOV/X[HPERXUJ1HZ
