Caai Style Guide V2
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Corporate Identity Manual How to apply the new CAAi Logo
Introduction
Introduction
2
A corporate identity is one of a company’s primary assets.
The Logo
3
important to keep up-to-date and to make sure the style
Colours
3
Logo Uses
4
Reversal
4
our competitors. It will add value to the professional
Backgrounds
5
identity to grow in strength and stature.
Logo don’ts
5
All visual representations of the CAAi logo are subject
Size & Clear Space
6
to representatives’ stationery, vehicles, uniforms, printed
Variant Logo & Uses
6
It is the visual symbol of who and what we are. It is, therefore reflects the values of the company and its products. Consistency of presentation will help our customers and prospective customers to recognise us amongst image of the company and it will help our corporate
to essential disciplines, which will apply progressively matter, advertising and packaging. As the new identity programme develops all users of the
Juxtaposition of logo alongside associated logos
7
Typefaces
7
Corporate Stationery
8
Colour Coding
8
Corporate Identity must conform to the guidelines within this manual.
It is very important that the logo is carefully maintained by all associated with the company.
2
The Logo
Colours
The preferred version of the CAAi logo is shown
The corporate colours of CAA International are
below, in positive form.
Pantone Reflex Blue C, Pantone Process Cyan C and Process black used for type.
This logo has been carefully designed, using typefaces and logo symbol in a special relationship which should
The colours of the Corporate Identity are as important
never be changed or distorted. This is the key element
as the composition of the logo and must always be
of the Corporate Identity.
reproduced using the values above.
In most applications the preferred version of the logo
When using the preferred 4 colour process CAAi logo
should be used.
with gradient globe, as below, the gradient within the globe is fixed and must not be changed.
There are alternative versions illustrated on page 6 which can be used in special circumstances.
PMS Reflex Blue C
PANTONE®
PANTONE: Ref. Blue C CMYK: C100 M73 Y0 K6 RGB: R0 G35 B149 WEBSAFE: #002395
Ref. Blue C
PMS Process Cyan C
PANTONE® Pro. Cyan C
PANTONE: Pro. Cyan C CMYK: C100 M0 Y0 K0 RGB: R0 G159 B218 WEBSAFE: #009FDA
PMS Process Black
PANTONE® Process Black C
PANTONE: Pro. Black C CMYK: C0 M0 Y0 K100 RGB: R35 G31 B32 WEBSAFE: #231F20
3
Logo uses
Reversal
The preferred version of the CAA International
If the CAAi logo appears on a dark background it must
logo is the 4 colour version with gradient globe
be reversed out. The approved version is shown below.
as shown below.
When reversing the CAAi logo it is very important to use
If however reproduction of this gradient would prove difficult on certain applications (i.e. screen printed or embroidered on a tee-shirt for instance) the simplified solid colour version may be used (see page 6).
the approved version below. NB. please see the next page in this guide for information on backgrounds.
If the CAA International logo appears on a dark background it must be reversed out in white. The single colour black version is to be used on printed black and white advertisements and pre-printed documents.
Preferred colour gradient version
Single colour black version
White-out version
4
Backgrounds
Logo Don’ts
The background area upon which the CAAi logo
When reproducing the CAAi Logo, whether it is in print
is displayed is an important factor in identification.
or on screen, always use master artwork available from
The logo should preferably appear in its recommended
the CAAi marketing department.
form on a white background.
Never re-draw or re-set any parts of the logo.
When the logo appears on a different background
Some examples of what not to do are shown below.
and particularly when it is reversed out of a background
1. DO NOT re-arrange the logo.
it is important that the texture of the background is subtle
2. DO NOT use the globe graphic on its
as in the sky image shown below.
own without the CAAi initials.
It is not permitted for the logo to appear on a heavily
3. DO NOT distort the logo in any way.
textured background or backgrounds with great contrasts. In this instance the logo must appear on a white background
4. DO NOT change the typefaces used
observing the ‘minimum clear space’ (see page 6).
in the logo. 5. DO NOT change the colours of the logo.
1.
2.
3.
CAAi 4.
5.
5
Size and Clear Space
Variant Logo and Uses
In order to retain the strength of the CAAi logo it should
For very small applications (i.e. branding of a pen
stand free from visually competing elements. When there
for instance) the solo line should be used. Uses of the
are limitations a minimum area of white space should be
solo line must be approved by CAAi on an individual basis.
retained on all sides.
The solo line is also to be used on the continuation sheet in the stationery range.
The diagram below illustrates the ‘clear’ space which should be left surrounding the logo. The distance ‘X’ is determined
The preferred version of the CAA International logo
as the distance from the right hand vertical and the edge of
is the 4 colour version with gradient globe as shown
the globe. This distance determines the amount of clear
on page 3.
space required on all sides.
If however reproduction of this gradient would prove
The logo should not be reproduced below its minimum size
difficult on certain applications (i.e. screen printed or
of 22mm wide, as shown below.
embroidered on a tee-shirt for instance) the simplified solid colour version (below right) may be used.
x
x
x x
Solo line
x
‘Clear’ space Simplified NonGradient Version
22mm
Minimum size
6
Juxtaposition of CAAi logo alongside associated logos
Typefaces
Care should be taken when using the CAA International logo
To provide a uniform and contemporary appearance
alongside associated logos.
Helvetica Neue is the chosen corporate typeface.
Always align logos with the baseline of the dark blue of the
This should be applied wherever possible.
CAA International logo (indicated with the dotted red line in
All weights within the type family are acceptable and
example below).
may be used. Titles and headlines should be set in
Associated logos should not exceed either the width or height of the CAAi logo simultaneously.
Helvetica Neue 75 Bold, body copy set in Helvetica Neue 45 Light or 55 Roman.
If taller than the CAAi logo the width should not exceed 50%.
Primary Typeface
If wider, the height should not exceed 50% of CAAi.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/?
Width
Height
Helvetica Neue 45 Light
AREOSPACE SUPPLY SERVICES LTD. Baseline
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/? Helvetica Neue 55 Roman
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/?
Width
Height
Helvetica Neue 75 Bold ™
Safety
Solutions
Baseline
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/? Helvetica Neue 56 Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/?
Height
Width
a t m
Helvetica Neue Light Condensed
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/?
Systems
Baseline
Helvetica Neue Medium Condensed 7
Corporate Stationery
Colour Coding
Illustrated below is the CAAi letterhead and a
CAAi offer three main areas of expertise:
business card for corporate use.
Training, Examination Services and Technical Assistance.
Both use two Pantone colours only. The logo in
Each of these areas have their own key colour coding
Pantone Reflex Blue C, Pantone Process Cyan C.
for easy recognition, as detailed below.
There is a strong, clean style running through the two designs and it is important to keep this style when producing any other items of stationery. Logo size, type size and colours should remain consistent with
Training
one of the examples below.
PMS 259 C
10mm
PANTONE® 2592 C
Margins for letter 20mm left and right
PANTONE: 259 C CMYK: C69 M100 Y1 K5 RGB: R110 G38 B123 WEBSAFE: #6E267B
10mm 20mm All text apart from name is: Helvetica Neue 45 Light Font size: 7pt Leading: 8pt Name is set as: Helvetica Neue 65 Medium Font size: 9pt Leading: 8pt
171mm
Helvetica Neue 45 Light Font size: 7pt Leading: 8pt
Examination Services PMS 144 C
6mm
30mm
PANTONE® 158 C
PANTONE: 144 C CMYK: C0 M58 Y100 K0 RGB: R233 G131 B0 WEBSAFE: #E98300
6mm
6mm 7mm
Technical Assistance 64mm
PMS 1795 C 165mm 120mm
PANTONE® 1788 C
85mm
PANTONE: 1795 C CMYK: C0 M96 Y90 K2 RGB: R205 G32 B44 WEBSAFE: #CD202C
26mm
Helvetica Neue 47 Light Condensed Font size: 7pt Leading: 8pt
8
CAA International Aviation House Gatwick Airport South West Sussex RH6 0YR t. +44 (0)1293 768821 f. +44 (0)1293 573992 e. [email protected] www.caainternational.com
Introduction
Introduction
2
A corporate identity is one of a company’s primary assets.
The Logo
3
important to keep up-to-date and to make sure the style
Colours
3
Logo Uses
4
Reversal
4
our competitors. It will add value to the professional
Backgrounds
5
identity to grow in strength and stature.
Logo don’ts
5
All visual representations of the CAAi logo are subject
Size & Clear Space
6
to representatives’ stationery, vehicles, uniforms, printed
Variant Logo & Uses
6
It is the visual symbol of who and what we are. It is, therefore reflects the values of the company and its products. Consistency of presentation will help our customers and prospective customers to recognise us amongst image of the company and it will help our corporate
to essential disciplines, which will apply progressively matter, advertising and packaging. As the new identity programme develops all users of the
Juxtaposition of logo alongside associated logos
7
Typefaces
7
Corporate Stationery
8
Colour Coding
8
Corporate Identity must conform to the guidelines within this manual.
It is very important that the logo is carefully maintained by all associated with the company.
2
The Logo
Colours
The preferred version of the CAAi logo is shown
The corporate colours of CAA International are
below, in positive form.
Pantone Reflex Blue C, Pantone Process Cyan C and Process black used for type.
This logo has been carefully designed, using typefaces and logo symbol in a special relationship which should
The colours of the Corporate Identity are as important
never be changed or distorted. This is the key element
as the composition of the logo and must always be
of the Corporate Identity.
reproduced using the values above.
In most applications the preferred version of the logo
When using the preferred 4 colour process CAAi logo
should be used.
with gradient globe, as below, the gradient within the globe is fixed and must not be changed.
There are alternative versions illustrated on page 6 which can be used in special circumstances.
PMS Reflex Blue C
PANTONE®
PANTONE: Ref. Blue C CMYK: C100 M73 Y0 K6 RGB: R0 G35 B149 WEBSAFE: #002395
Ref. Blue C
PMS Process Cyan C
PANTONE® Pro. Cyan C
PANTONE: Pro. Cyan C CMYK: C100 M0 Y0 K0 RGB: R0 G159 B218 WEBSAFE: #009FDA
PMS Process Black
PANTONE® Process Black C
PANTONE: Pro. Black C CMYK: C0 M0 Y0 K100 RGB: R35 G31 B32 WEBSAFE: #231F20
3
Logo uses
Reversal
The preferred version of the CAA International
If the CAAi logo appears on a dark background it must
logo is the 4 colour version with gradient globe
be reversed out. The approved version is shown below.
as shown below.
When reversing the CAAi logo it is very important to use
If however reproduction of this gradient would prove difficult on certain applications (i.e. screen printed or embroidered on a tee-shirt for instance) the simplified solid colour version may be used (see page 6).
the approved version below. NB. please see the next page in this guide for information on backgrounds.
If the CAA International logo appears on a dark background it must be reversed out in white. The single colour black version is to be used on printed black and white advertisements and pre-printed documents.
Preferred colour gradient version
Single colour black version
White-out version
4
Backgrounds
Logo Don’ts
The background area upon which the CAAi logo
When reproducing the CAAi Logo, whether it is in print
is displayed is an important factor in identification.
or on screen, always use master artwork available from
The logo should preferably appear in its recommended
the CAAi marketing department.
form on a white background.
Never re-draw or re-set any parts of the logo.
When the logo appears on a different background
Some examples of what not to do are shown below.
and particularly when it is reversed out of a background
1. DO NOT re-arrange the logo.
it is important that the texture of the background is subtle
2. DO NOT use the globe graphic on its
as in the sky image shown below.
own without the CAAi initials.
It is not permitted for the logo to appear on a heavily
3. DO NOT distort the logo in any way.
textured background or backgrounds with great contrasts. In this instance the logo must appear on a white background
4. DO NOT change the typefaces used
observing the ‘minimum clear space’ (see page 6).
in the logo. 5. DO NOT change the colours of the logo.
1.
2.
3.
CAAi 4.
5.
5
Size and Clear Space
Variant Logo and Uses
In order to retain the strength of the CAAi logo it should
For very small applications (i.e. branding of a pen
stand free from visually competing elements. When there
for instance) the solo line should be used. Uses of the
are limitations a minimum area of white space should be
solo line must be approved by CAAi on an individual basis.
retained on all sides.
The solo line is also to be used on the continuation sheet in the stationery range.
The diagram below illustrates the ‘clear’ space which should be left surrounding the logo. The distance ‘X’ is determined
The preferred version of the CAA International logo
as the distance from the right hand vertical and the edge of
is the 4 colour version with gradient globe as shown
the globe. This distance determines the amount of clear
on page 3.
space required on all sides.
If however reproduction of this gradient would prove
The logo should not be reproduced below its minimum size
difficult on certain applications (i.e. screen printed or
of 22mm wide, as shown below.
embroidered on a tee-shirt for instance) the simplified solid colour version (below right) may be used.
x
x
x x
Solo line
x
‘Clear’ space Simplified NonGradient Version
22mm
Minimum size
6
Juxtaposition of CAAi logo alongside associated logos
Typefaces
Care should be taken when using the CAA International logo
To provide a uniform and contemporary appearance
alongside associated logos.
Helvetica Neue is the chosen corporate typeface.
Always align logos with the baseline of the dark blue of the
This should be applied wherever possible.
CAA International logo (indicated with the dotted red line in
All weights within the type family are acceptable and
example below).
may be used. Titles and headlines should be set in
Associated logos should not exceed either the width or height of the CAAi logo simultaneously.
Helvetica Neue 75 Bold, body copy set in Helvetica Neue 45 Light or 55 Roman.
If taller than the CAAi logo the width should not exceed 50%.
Primary Typeface
If wider, the height should not exceed 50% of CAAi.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/?
Width
Height
Helvetica Neue 45 Light
AREOSPACE SUPPLY SERVICES LTD. Baseline
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/? Helvetica Neue 55 Roman
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/?
Width
Height
Helvetica Neue 75 Bold ™
Safety
Solutions
Baseline
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/? Helvetica Neue 56 Italic
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/?
Height
Width
a t m
Helvetica Neue Light Condensed
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 !@£%&()/?
Systems
Baseline
Helvetica Neue Medium Condensed 7
Corporate Stationery
Colour Coding
Illustrated below is the CAAi letterhead and a
CAAi offer three main areas of expertise:
business card for corporate use.
Training, Examination Services and Technical Assistance.
Both use two Pantone colours only. The logo in
Each of these areas have their own key colour coding
Pantone Reflex Blue C, Pantone Process Cyan C.
for easy recognition, as detailed below.
There is a strong, clean style running through the two designs and it is important to keep this style when producing any other items of stationery. Logo size, type size and colours should remain consistent with
Training
one of the examples below.
PMS 259 C
10mm
PANTONE® 2592 C
Margins for letter 20mm left and right
PANTONE: 259 C CMYK: C69 M100 Y1 K5 RGB: R110 G38 B123 WEBSAFE: #6E267B
10mm 20mm All text apart from name is: Helvetica Neue 45 Light Font size: 7pt Leading: 8pt Name is set as: Helvetica Neue 65 Medium Font size: 9pt Leading: 8pt
171mm
Helvetica Neue 45 Light Font size: 7pt Leading: 8pt
Examination Services PMS 144 C
6mm
30mm
PANTONE® 158 C
PANTONE: 144 C CMYK: C0 M58 Y100 K0 RGB: R233 G131 B0 WEBSAFE: #E98300
6mm
6mm 7mm
Technical Assistance 64mm
PMS 1795 C 165mm 120mm
PANTONE® 1788 C
85mm
PANTONE: 1795 C CMYK: C0 M96 Y90 K2 RGB: R205 G32 B44 WEBSAFE: #CD202C
26mm
Helvetica Neue 47 Light Condensed Font size: 7pt Leading: 8pt
8
CAA International Aviation House Gatwick Airport South West Sussex RH6 0YR t. +44 (0)1293 768821 f. +44 (0)1293 573992 e. [email protected] www.caainternational.com
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