quick guide to logotype application
QUICK GUIDE TO LOGOTYPE APPLICATION V3.1 - 02.16.2018
1
The Brand
3
2
Presentation
4
3
Safety Area
5
4
Minimum Reduction
6
5
Colors
7
5
Trace
8
7
Light Background
9
8
Dark Background
10
9
Shades of Grey Background
11
10
Photography Background
12
11
Symbol
13
12
Incorrect Applications
14
13
Color Palette
15
14
Typography
16
1
THE BRAND
Jacto brand goes way beyond its logotype. It is the composition of feelings, characteristics and a way of being unique.
Jacto brand inspires trust and solidity, attributes that have been built thanks to the dedication of many people. this brand is the soul of the Company and lives inside departments, dealerships, people and even out there, in the fields, next to farmers. One of the main expressions of the brand is its logotype. It is its visual representation and that is why it must be cared for with respect and used according to the rules. Every time we use the logotype whether on a folder, a facade or even an applicative, we are conveying a strong image that is coherent to the values of our Company. The incorrect use of our logo creates commotion and confusion and, ultimately, distrust towards the brand. The logotype exists along the visual identity of the brand. It is the entire visual repertoire we convey to people such as colors, charts, illustrations, uniforms, stationery, stickers, totems etc. This unfolding of the logotype must be made very carefully and responsibly. The identity is responsible for transmitting positive feelings aligned with our value proposition. For this reason, we have created this manual: to explain the application guidelines of our logotype with coherence and creativity.
3
2
L O G O T Y P E P R E S E N TAT I O N
The most meaningful element of the visual identity is the logotype. Besides protecting the logotype, it is everyone’s duty to communicate it in a clear and consistent manner. This is the main objective of this manual: to teach how to use the logotype correctly in the most diverse situations. Therefore, the logotype must be preserved and this manual must be always be used as a reference for application.
LOGOTYPE
SYMBOL
TYPOGRAPHY
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
4
LO G OT Y P E SA F E T Y A R E A
Its function is to ensure the logotype integrity and readability.
x
x
Also known as non-interference area, it is the free space around the logotype. It has two main functions: prevent elements which do not belong to the logotype from invading it, and clearly limit the free space around it to grand space and readability.
x
3
x
x
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
5
4
LO G OT Y P E M I N I M U M R E D U C T I O N
The logotype must be reproduced in a harmonic and readable way. To preserve the readability and the characteristics, all elements must be clearly visible. And for that, the version minimum reductions are indicated below. For exceptional cases, please contact Jacto’s marketing department.
25 mm
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
6
5
LO G OT Y P E CO LO R S
Whenever possible, use the logotype in colors. The color is essential for the logotype and the Company to be recognized. Therefore, it is extremely important that its representation is appropriate. Always use the colors in the versions indicated below. The applications are detailed in the next pages, and so are situations in which there are restrictions for the use of colors.
2
1
1
3
1
Black Pantone: Process Black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HTML: #000000 Código Munsell: N1
2
Green Pantone: 2418 C e U CMYK: 80, 0, 100, 0 RGB: 13, 176, 75 HTML: #0DB04B Tinta: Suvinil – R314 – Natureza Adesivo: 3M Scotchcal BR7300 - 166 - Verde Código Munsell: 5G 2/6
3
White Pantone: White CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HTML: #FFFFFF Código Munsell: N9.5
It is important to pay attention to the white background around the clover that ensures its protection.
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
7
6
LO G OT Y P E T R AC E
Whenever are restrictions on the use of colors, use the versions in positive trace or negative trace. Its use is very common in forms for black and white printing. It is also used when the logotype color does not contrast with the background color.
POSITIVE TRACE
NEGATIVE TRACE
Black Pantone: Process Black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HTML: #000000 NCS Code: S 9000-N
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
8
7
LO G OT Y P E L I G H T B AC KG R O U N D
Choose institutional colors. The logotype must be applied on a white background or on institutional orange background with 10% of its total percentage at the most. Whenever this is not possible, the logotype can be applied on solid colors over a light background according to the examples:
WHITE
10% - INSTITUTIONAL ORANGE
LIGHT SHADES
LIGHT SHADES
MEDIUM SHADES
MEDIUM SHADES
PREFERRED APPLICATION
I M P O R TA N T
For logotype in color, it is important to pay attention to the white background around the clover to ensure its perfect representation. If in doubt, it must be applied on a white background. The rules apply to every logotype variation.
9
8
LO G OT Y P E DA R K B AC KG R O U N D
Use an orange background. Whenever a dark background needs to be used, either the institutional orange or green - always with the logotype in the negative trace version - must be chosen. For extreme cases in which the logotype must be applied on other colors, also use the negative trace version according to the examples:
INSTITUTIONAL ORANGE
INSTITUTIONAL GREEN
PREFERRED APPLICATION
COLORS
COLORS
I M P O R TA N T
If in doubt, it must be applied on a white background. The rules apply for all logotype variations.
10
9
L O G O T Y P E S H A D E S O F G R AY B A C K G R O U N D
Choose light shades. The logotype applied on shades of gray and black must be applied as follows: from 0% to 40% black – use the signature in its standard colors or in a positive trace version; from 40% to 100% black – the negative trace form must be applied according to the examples below. Any other variation is inappropriate.
UP TO 40% BLACK
OVER 40% BLACK
PREFERRED APPLICATION
10% BLACK
40% BLACK
50% BLACK
100% BLACK
I M P O R TA N T
For logotype in colors, it is important to pay attention to the white background around the clover to ensure its perfect representation. If in doubt, it must be applied on a white background. The rules apply to every logotype variation.
11
10
LO G OT Y P E P H OTO G R A P H Y B AC KG R O U N D
Use spaces with less interference. To preserve the contrast, the logotype must be applied on light or dark shades. In other situations, use positive or negative trace versions following the same criteria for light and dark background shown in the previous pages and also exemplified below:
PREFERRED APPLICATION
I M P O R TA N T
For logotype in colors, it is important to pay attention to the white background around the clover to ensure its perfect representation. If in doubt, it must be applied on a white background. The rules apply to every logotype variation.
12
11
LO G OT Y P E SY M B O L
The symbol must preserve the identity. To compose the visual identity elements as well as to apply them on institutional products and materials, situations in which the use of the symbol without typography is appropriate are common. Therefore, any material in which the symbol is applied needs to have the logotype applied on its complete version and the primary colors applied on it. Currently, its application is exclusive to Jacto’s marketing team, that is, the use by any other professional is prohibited.
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
13
12
L O G O T Y P E I N C O R R E C T A P P L I C AT I O N S
Use it responsibly. This manual contains all the required guidelines for the correct logotype application. However, there may still be some questions regarding possible alterations. Examples of what cannot be done are given below.
DO NOT DISTORT IT
DO NOT C H ANGE T H E P ROP ORT I ONS
DO NOT APPLY SHADES
DO NOT ROTAT E T H E C LOV E R
DO NOT CHANGE THE LAYOUT
DO NOT C H ANGE T H E COLORS
AU T ORIZ AD O DO NOT USE ANOTHER TYPOGR AP H Y
DO NOT ADD T E XTS
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
14
13
C O LO R PA L E T T E
The color is the fundamental element to institutional identification. Its use must be carefully planned based on this manual to preserve its characteristics. The palette below contains the main institutional colors.
White Pantone: White CMYK: 0, 0, 0, 0 RGB: 250, 250, 250 HTML: #FFFFFF Código Munsell: N9.5
Orange Pantone: 7579 C e U CMYK: 0, 70, 100, 0 RGB: 236, 102, 8 HEX: #EC6608 Tinta: Suvinil R588 - Calor de Dubai Adesivo: 3M Scotchcal BR6300 - 24 – Laranja Código Munsell: 2,5YR 5/14
Green Pantone: 2418 C e U CMYK: 80, 0, 100, 0 RGB: 13, 176, 75 HTML: #0DB04B Tinta: Suvinil – R314 – Natureza Adesivo: 3M Scotchcal BR7300 - 166 - Verde Código Munsell: 5G 2/6
Black Pantone: Process Black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HTML: #000000 Código NCS: S 9000-N Código Munsell: N1
15
14
TYPOGRAPHY
Texts with our personality. The typography is fundamental in the process of preserving the identity and must be used in all institutional and communication materials of the company. The Gotham font was carefully selected to represent the company in its communication. Its family provides fundamental variations for the development of design projects. It cannot be seen in advertisements, signs, press releases, institutional materials, stationery, uniforms and many others.
Gotham I M P O R TA N T
Its license of use can can be purchased at the following address: www.typography.com/fonts/gotham
Use it with no complications. When the Gotham font is not available, the Arial font is the most appropriate alternative to be used as it best represents our visual identity among the options available. When using Microsoft Word®, Microsoft Excel®, Microsoft PowerPoint® and Microsoft Outlook® software, the use of the Arial font is mandatory.
Arial I M P O R TA N T
Always choose the Gotham or the Arial font. The other fonts are not part of Jacto’s visual identity.
16
2design.com.br DECEMBER - 2017
D I G I TA L F I L E S
The logotype file with all the variations presented and its respective colors is available for download at the page www.jacto.com.br in the Brand sub-item under the Press item. For further questions, send an email to: [email protected]
1
The Brand
3
2
Presentation
4
3
Safety Area
5
4
Minimum Reduction
6
5
Colors
7
5
Trace
8
7
Light Background
9
8
Dark Background
10
9
Shades of Grey Background
11
10
Photography Background
12
11
Symbol
13
12
Incorrect Applications
14
13
Color Palette
15
14
Typography
16
1
THE BRAND
Jacto brand goes way beyond its logotype. It is the composition of feelings, characteristics and a way of being unique.
Jacto brand inspires trust and solidity, attributes that have been built thanks to the dedication of many people. this brand is the soul of the Company and lives inside departments, dealerships, people and even out there, in the fields, next to farmers. One of the main expressions of the brand is its logotype. It is its visual representation and that is why it must be cared for with respect and used according to the rules. Every time we use the logotype whether on a folder, a facade or even an applicative, we are conveying a strong image that is coherent to the values of our Company. The incorrect use of our logo creates commotion and confusion and, ultimately, distrust towards the brand. The logotype exists along the visual identity of the brand. It is the entire visual repertoire we convey to people such as colors, charts, illustrations, uniforms, stationery, stickers, totems etc. This unfolding of the logotype must be made very carefully and responsibly. The identity is responsible for transmitting positive feelings aligned with our value proposition. For this reason, we have created this manual: to explain the application guidelines of our logotype with coherence and creativity.
3
2
L O G O T Y P E P R E S E N TAT I O N
The most meaningful element of the visual identity is the logotype. Besides protecting the logotype, it is everyone’s duty to communicate it in a clear and consistent manner. This is the main objective of this manual: to teach how to use the logotype correctly in the most diverse situations. Therefore, the logotype must be preserved and this manual must be always be used as a reference for application.
LOGOTYPE
SYMBOL
TYPOGRAPHY
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
4
LO G OT Y P E SA F E T Y A R E A
Its function is to ensure the logotype integrity and readability.
x
x
Also known as non-interference area, it is the free space around the logotype. It has two main functions: prevent elements which do not belong to the logotype from invading it, and clearly limit the free space around it to grand space and readability.
x
3
x
x
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
5
4
LO G OT Y P E M I N I M U M R E D U C T I O N
The logotype must be reproduced in a harmonic and readable way. To preserve the readability and the characteristics, all elements must be clearly visible. And for that, the version minimum reductions are indicated below. For exceptional cases, please contact Jacto’s marketing department.
25 mm
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
6
5
LO G OT Y P E CO LO R S
Whenever possible, use the logotype in colors. The color is essential for the logotype and the Company to be recognized. Therefore, it is extremely important that its representation is appropriate. Always use the colors in the versions indicated below. The applications are detailed in the next pages, and so are situations in which there are restrictions for the use of colors.
2
1
1
3
1
Black Pantone: Process Black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HTML: #000000 Código Munsell: N1
2
Green Pantone: 2418 C e U CMYK: 80, 0, 100, 0 RGB: 13, 176, 75 HTML: #0DB04B Tinta: Suvinil – R314 – Natureza Adesivo: 3M Scotchcal BR7300 - 166 - Verde Código Munsell: 5G 2/6
3
White Pantone: White CMYK: 0, 0, 0, 0 RGB: 255, 255, 255 HTML: #FFFFFF Código Munsell: N9.5
It is important to pay attention to the white background around the clover that ensures its protection.
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
7
6
LO G OT Y P E T R AC E
Whenever are restrictions on the use of colors, use the versions in positive trace or negative trace. Its use is very common in forms for black and white printing. It is also used when the logotype color does not contrast with the background color.
POSITIVE TRACE
NEGATIVE TRACE
Black Pantone: Process Black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HTML: #000000 NCS Code: S 9000-N
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
8
7
LO G OT Y P E L I G H T B AC KG R O U N D
Choose institutional colors. The logotype must be applied on a white background or on institutional orange background with 10% of its total percentage at the most. Whenever this is not possible, the logotype can be applied on solid colors over a light background according to the examples:
WHITE
10% - INSTITUTIONAL ORANGE
LIGHT SHADES
LIGHT SHADES
MEDIUM SHADES
MEDIUM SHADES
PREFERRED APPLICATION
I M P O R TA N T
For logotype in color, it is important to pay attention to the white background around the clover to ensure its perfect representation. If in doubt, it must be applied on a white background. The rules apply to every logotype variation.
9
8
LO G OT Y P E DA R K B AC KG R O U N D
Use an orange background. Whenever a dark background needs to be used, either the institutional orange or green - always with the logotype in the negative trace version - must be chosen. For extreme cases in which the logotype must be applied on other colors, also use the negative trace version according to the examples:
INSTITUTIONAL ORANGE
INSTITUTIONAL GREEN
PREFERRED APPLICATION
COLORS
COLORS
I M P O R TA N T
If in doubt, it must be applied on a white background. The rules apply for all logotype variations.
10
9
L O G O T Y P E S H A D E S O F G R AY B A C K G R O U N D
Choose light shades. The logotype applied on shades of gray and black must be applied as follows: from 0% to 40% black – use the signature in its standard colors or in a positive trace version; from 40% to 100% black – the negative trace form must be applied according to the examples below. Any other variation is inappropriate.
UP TO 40% BLACK
OVER 40% BLACK
PREFERRED APPLICATION
10% BLACK
40% BLACK
50% BLACK
100% BLACK
I M P O R TA N T
For logotype in colors, it is important to pay attention to the white background around the clover to ensure its perfect representation. If in doubt, it must be applied on a white background. The rules apply to every logotype variation.
11
10
LO G OT Y P E P H OTO G R A P H Y B AC KG R O U N D
Use spaces with less interference. To preserve the contrast, the logotype must be applied on light or dark shades. In other situations, use positive or negative trace versions following the same criteria for light and dark background shown in the previous pages and also exemplified below:
PREFERRED APPLICATION
I M P O R TA N T
For logotype in colors, it is important to pay attention to the white background around the clover to ensure its perfect representation. If in doubt, it must be applied on a white background. The rules apply to every logotype variation.
12
11
LO G OT Y P E SY M B O L
The symbol must preserve the identity. To compose the visual identity elements as well as to apply them on institutional products and materials, situations in which the use of the symbol without typography is appropriate are common. Therefore, any material in which the symbol is applied needs to have the logotype applied on its complete version and the primary colors applied on it. Currently, its application is exclusive to Jacto’s marketing team, that is, the use by any other professional is prohibited.
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
13
12
L O G O T Y P E I N C O R R E C T A P P L I C AT I O N S
Use it responsibly. This manual contains all the required guidelines for the correct logotype application. However, there may still be some questions regarding possible alterations. Examples of what cannot be done are given below.
DO NOT DISTORT IT
DO NOT C H ANGE T H E P ROP ORT I ONS
DO NOT APPLY SHADES
DO NOT ROTAT E T H E C LOV E R
DO NOT CHANGE THE LAYOUT
DO NOT C H ANGE T H E COLORS
AU T ORIZ AD O DO NOT USE ANOTHER TYPOGR AP H Y
DO NOT ADD T E XTS
I M P O R TA N T
Always use the logotype digital files to preserve its structure and proportion.
14
13
C O LO R PA L E T T E
The color is the fundamental element to institutional identification. Its use must be carefully planned based on this manual to preserve its characteristics. The palette below contains the main institutional colors.
White Pantone: White CMYK: 0, 0, 0, 0 RGB: 250, 250, 250 HTML: #FFFFFF Código Munsell: N9.5
Orange Pantone: 7579 C e U CMYK: 0, 70, 100, 0 RGB: 236, 102, 8 HEX: #EC6608 Tinta: Suvinil R588 - Calor de Dubai Adesivo: 3M Scotchcal BR6300 - 24 – Laranja Código Munsell: 2,5YR 5/14
Green Pantone: 2418 C e U CMYK: 80, 0, 100, 0 RGB: 13, 176, 75 HTML: #0DB04B Tinta: Suvinil – R314 – Natureza Adesivo: 3M Scotchcal BR7300 - 166 - Verde Código Munsell: 5G 2/6
Black Pantone: Process Black CMYK: 0, 0, 0, 100 RGB: 0, 0, 0 HTML: #000000 Código NCS: S 9000-N Código Munsell: N1
15
14
TYPOGRAPHY
Texts with our personality. The typography is fundamental in the process of preserving the identity and must be used in all institutional and communication materials of the company. The Gotham font was carefully selected to represent the company in its communication. Its family provides fundamental variations for the development of design projects. It cannot be seen in advertisements, signs, press releases, institutional materials, stationery, uniforms and many others.
Gotham I M P O R TA N T
Its license of use can can be purchased at the following address: www.typography.com/fonts/gotham
Use it with no complications. When the Gotham font is not available, the Arial font is the most appropriate alternative to be used as it best represents our visual identity among the options available. When using Microsoft Word®, Microsoft Excel®, Microsoft PowerPoint® and Microsoft Outlook® software, the use of the Arial font is mandatory.
Arial I M P O R TA N T
Always choose the Gotham or the Arial font. The other fonts are not part of Jacto’s visual identity.
16
2design.com.br DECEMBER - 2017
D I G I TA L F I L E S
The logotype file with all the variations presented and its respective colors is available for download at the page www.jacto.com.br in the Brand sub-item under the Press item. For further questions, send an email to: [email protected]
