Post on 28-Jul-2020
transcript
BRAND GUIDELINES
2.
software requirements
Calibre guidelines were created using Adobe CS Software.
The disc accompanying this pdf contains final artwork supplied in hi-resolution .psd an .ai files.
CONTENTS
INTRODUCTIONBrand values
BRAND ASSETSName + logoLogo clear spaceMinimum logo sizeLogo treatmentMono logo versionsReversed logo versionsOff brand logo treatmentsFontsTypographyColour palette
TEXTURES AND GRAPHIC DEVICESTextureLine graphicWarranty deviceProduct call outsBox frame
IMAGERYVisual style
CALIBRE BLUEElements
BEST PRACTICETypesetting + grammerSpecification boxBox packagingHang sell packagingOne-sided labelsHanging tagsBadgingStencilingBarcodesRecyclable Logos
3
455666789
10
1111121213
14
15
16171821232527282930
3.
BRAND VALUES
WHO WE ARE
CALIBRE. A premium range of products made to last.
When our consumers buy CALIBRE, they’re making a conscious choice that quality matters - and our brand should reflect that.
Every product is engineered to a superior standard, guaranteed to get the job done. We’re a tactile brand, quality you can touch and feel, and whereever possible our packaging should encourage this.
At the heart of who we are is a passion for all things auto. We make products for serious car lovers and for those who know what it means to get your hands dirty.
We stand for three things: Precision. Power. Performance.
4.
NAME + LOGO
The CALIBRE logo must be visible on all communications. Furthermore, the tagline ‘Precision. Power. Performance.’ must be connected to the logo at all times (for exceptions, see Small Scale Logo).
CALIBRE has four logo classifications. Under no circumstances should any one attempt to recreate the CALIBRE logo.
1. MASTER LOGO
The master logo is for general CALIBRE communications, whether they are printed or online.
In any situation that you are unsure about which classification of logo to use, the master logo should be adopted.
2. HORIZONTAL LOGO
The horizontal logo is to be used sparingly on packaging only. It is only for long boxes or where the master logo cannot appropriately fill the space. For best practice, view page 25.
3. EXTENDED TAG LOGO
This logo may be used on all communications where it is not feasible to have the master or horizontal CALIBRE logo. The tagline must not appear below 9.5pt to retain legibility. For best practice, view page 26.
4. SMALL SCALE LOGO
For third party publications, instances where several logos will be present, or where the CALIBRE logo will appear too small for the tagline to be legible (when the tagline will be below 9.5pt. The small scale logo may also be scaled up for stencil or badging use on products (see pages 26, 27 and 28 for best practice).
BRAND ASSETS
5.
BRAND ASSETS
LOGO CLEAR SPACE
Minimum clear space is required around the logo at all times. The minimum logo margin below is equal to the A in the CALIBRE logo. This applies when using any CALIBRE logo.
MINIMUM LOGO SIZE
CALIBRE Master Logo and CALIBRE Horizontal Logo should never be reduced smaller that 15.2mm. In circumstances where the logo needs to be smaller, CALIBRE Extended Tag Logo should be used (on packaging or other communications).
CALIBRE Extended Tag Logo should never be reduced smaller than 6.25mm height. Logo width is determined proportionally by the height. At this size, the logo reproduces with clarity and the tagline is equal to 9.5pt type.
CALIBRE Small Scale Logo should never be reduced smaller than 6mm height. Logo width is determined proportionally by the height. At this size, the logo reproduces with clarity.
6mm
15.2mm 6.25mm9.5pt
9.5pt
6.
LOGO TREATMENT
The master logo is the preferred version. The logo, in the majority of communications, sits in the top left corner with the tagline.
For instances where several logos will be present (such as next to competitors, or on sponsorship material), the logo may be repositioned, but this should strictly be for third party communications.
MONO LOGO VERSIONS
The mono logo versions are to be treated in the same way as our 4-colour logos, observing minimum size restrictions and clear space guides.
However, the mono versions are only to be used In a one colour applications; on a white background; on light coloured backgrounds (of third party communications); or where quality of reproduction is in doubt.
1. MASTER LOGO 2. HORIZONTAL LOGO
3. EXTENDED TAG LOGO 4. SMALL SCALE LOGO
REVERSED LOGO VERSIONS
If the CALIBRE logo needs to appear against a dark coloured background (other than the CALIBRE branded texture background), use the reverse version.
VERSIONS
BRAND ASSETS
7.
OFF BRAND LOGO TREATMENTS
The CALIBRE logo and tagline are always used as a complete entity, except when otherwise stated (see page 5). Do not use parts of the logo. Alternative logos (mono and reversed) can only be used when unavoidable.
THE LOGO MUST NEVER BE DISTORTED
DO NOT REMOVE TAGLINE *View page 26, 27 and 28 for exceptions
DO NOT USE THE LOGO ON AN ANGLE
DO NOT CHANGE COLOUR
DO NOT PLACE ON COLOURED, BLACK OR WHITE BACKGROUNDS (UNLESS MONO OR REVERSED) *See page 25 for exceptions
DO NOT PLACE MONO LOGO ON DARK BACKGROUND, OR REVERSED LOGO ON LIGHT BACKGROUND
BRAND ASSETS
8.
FONTS
Two typefaces are used for CALIBRE. There is a decorative font and a san serif family of typefaces. Akashi is our primary typeface, followed by the Helvetica Neue LT Std Condensed family - both should be used on all communications. There are three weights of the Helvetica Neue LT Std Condensed family, but the preferred is the medium condensed font.
For web use, there are three weights of Arial Narrow family to utilise.
AKASHI - Skew / false italicise 11 degrees
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 10 ! @ # $ % ^ & * ( ) _ - + = ? < >
HELVETICA NEUE LT STD 67 MEDIUM CONDENSED
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 10 ! @ # $ % ^ & * ( ) _ - + = ? < >
HELVETICA NEUE LT STD 67 MEDIUM CONDENSED OBLIQUE
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 10 ! @ # $ % ^ & * ( ) _ - + = ? < >
HELVETICA NEUE LT STD 57 CONDENSED
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 10 ! @ # $ % ^ & * ( ) _ - + = ? < >
HELVETICA NEUE LT STD 87 HEAVY CONDENSED
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 10 ! @ # $ % ^ & * ( ) _ - + = ? < >
WEB USE ONLY - ARIAL NARROW REGULAR
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 10 ! @ # $ % ^ & * ( ) _ - + = ? < >
WEB USE ONLY - ARIAL NARROW ITALIC
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 10 ! @ # $ % ^ & * ( ) _ - + = ? < >
WEB USE ONLY - ARIAL NARROW BOLD
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 10 ! @ # $ % ^ & * ( ) _ - + = ? < >
BRAND ASSETS
9.
TYPOGRAPHY
HEADLINES, SUBHEADS, PRODUCT NAMES
Akashi is to be used for all headlines, subheads and product names across all communications. It should always appear in caps and should always be false italised / skewed 11 degrees.
There are two options for headlines. For all communications, except packaging, the typeface can remain orange on white and textured backgrounds.
For packaging, product names must always be black in an orange call out box (to create a call out box, view page 13). There should never be more than one call out box on a page or product (one on each side is acceptable).
When mentioned in other communications, a product name may appear as a headline or subhead, or become Helvetica Neue LT Std Medium Condensed Oblique in body copy.
Subheads must always appear in orange. Packaging specification tables and listings should use the white background with orange subhead type (view page 17).
COPY
Medium Condensed is the preferred weighting of typeface for all body copy communications. For highlights, Medium Condensed Oblique is to be used.
For urls or important information (other than product information), Bold Condensed may be used sparingly.
For T&Cs, specification boxes, or other smaller information, Condensed should be used (view page 17).
BEST PRACTICE
AKASHI HEADLINE
AKASHI SUBHEAD - SAME SIZE AS BODY COPY
Helvetica Neue LT Std 67 Medium Condensed Body Copy. For highlights or product names, use Helvetica Neue LT Std 67 Medium Condensed Oblique.
87heavycondensed.com.au
Terms and Conditions in Helvetica Neue LT Std Condensed. ia ni volupti totaes ullessequam quas aceperore sequi aut dolupta santia veliquatius dent. Everibus aut evelicia solut as mint poritat uribusti doluptatis ad magnis corrori tibus, ipsunt que porempo totati sam alia que re prerm ulpa id quias aliaeri oratur rempore rruptatur auda dellacea alit exceati dolorporum quamus simporporem accaece rcimi tet.
AKASHI HEADLINE
AKASHI SUBHEAD - SAME SIZE AS BODY COPY
Helvetica Neue LT Std 67 Medium Condensed Body Copy. For highlights or product names, use Helvetica Neue LT Std 67 Medium Condensed Oblique.
AKASHI PRODUCT NAME
Helvetica Neue LT Std 67 Medium CondensedProduct information, no bullet points
BRAND ASSETS
10.
COLOUR PALETTE
The CALIBRE colour system comprises of two palettes:
1. Master brand colour palette for all communications, including packaging.2. Web colour palette for online communications.
1. MASTER BRAND COLOUR PALETTE
The primary brand colours are orange, black and grey. A Calibre blue has been developed for certain communications. In most circumstances, a four colour palette will be used, but in some instances our orange or blue may be produced as a spot colour. Their breakdowns are listed below.
PMS 144C PMS Process Black C Cool Gray C
C0 / M52 / Y100 / K0 C0 / M0 / Y0 / K0 C38 / M29 / Y20 / K58 PMS 144C
PMS 2995C
C87 / M1 / Y0 / K0
2. WEB COLOUR PALETTE
To remain consistent with printed materials, use the following breakdowns for each of our core colours.
R233 / G131 / B0 R30 / G30 / B30 R97 / G99 / B101 #e98300 #1E1E1E #616365
R0 / G169 / B224 #00A9E0
BRAND ASSETS
11.
TEXTURE + LINE GRAPHIC
CALIBRE has two branding elements: the carbon fibre texture and aerodynamic line graphic. Both are used to enhance the premium and precision quality of the brand.
1. TEXTURE
Two versions of the texture have been created. One for print use, and a second for web use. Both are 4 colour vectors that can be scaled up and down depending on usage. Should the texture be too small, duplicate and line up the grooves.
Under no circumstances should the texture be rotated or distorted. While scale will vary, use the examples below as a guide. The texture grooves should remain small and subtle at all times, roughly the width of the space between the ‘e’ in CALIBRE and the dash below it.
2. LINE GRAPHIC
The device is used to add interest to communications where appropriate. It cannot be rotated, altered or distorted. It has been created for print and web use. It can be scaled up and down to fit the space. The device is also used to add interest when no photography is available.
It can be used on a white or textured background. For best practice, view pages 18-24.
TEXTURE + GRAPHIC DEVICES
Space between ‘e’ and dash = texture groove
Angle should be in line with the ‘a’
12.
WARRANTY DEVICE
The CALIBRE warranty device has been developed for use on all communications. It can be altered to suit the time frame. It has been developed for print and web use. The device should be placed in the top right hand corner where space allows.
The word conditional should never be smaller than 9.5pt, if the word conditional becomes to small in proportion to the device, make the condtion a T&Cs.
PRODUCT CALLOUTS
Front facing packaging should be limited to one visual or dye cut. Further images or features may be highlighted on the sides or back of packaging. To call out specific features, use the Akashi font and minimise copy so it is short and punchy.
It should be ranged left of the warranty where possible.
CONDITIONAL CONDITIONAL
LIFETIME
CONDITIONAL CONDITIONAL
LIFETIME
CONDITIONAL CONDITIONAL
LIFETIME
CONDITIONAL CONDITIONAL
LIFETIME
WW W
W WW
W
W1/2 w1/2 w
1/2 w1/2 w
POWERS 240V FROM 12V SOURCE
DVDS, LAPTOPS, COFFEE MACHINE, DESKLAMP + RECHARGEABLE BATTERY PACKS
TEXTURE + GRAPHIC DEVICES
13.
BOX FRAME
The box frame should be used for all images (except those on the front of packaging) and product names. It can be used in a a number of ways.
CREATING THE PRODUCT CALL OUT / IMAGE BOX
One edge should have the rounded curve of the cap C (AKASHI font, skewed 11 degrees), while the other should have a hard edge (standard box, skewed 11 degrees). For best practice, see below and right.
PRODUCT FEATUREAny added product information should be in our copy font.
PRODUCT FEATUREAny added product information should be in our copy font.
MAIN IMAGEIf you have several images, you can also make a large box frame and place the images together on a white background only.
PRODUCT FEATURE
PRODUCT FEATURE
PRODUCT FEATURE
PRODUCT FEATURE
IMAGE SHOULD FILL FRAME
SEVERAL IMAGES BACKGROUNDS CROPPED OUT
IMAGE IN HERE
IMAGE IN HERE IMAGE IN HERE
IMAGE IN HERE IMAGE IN HERE
TEXTURE + GRAPHIC DEVICES
14.
VISUAL STYLE
Our photography and product imagery should reflect the style of packaging - clean and dynamic. Products should be shot wherever possible front 3/4, not front on.Images should never appear washed out, and may need additional retouching to avoid this.
Images should be colour matched correctly to the product being sold.
Images should be of a high resolution (300dpi minimum).
Images should be cropped carefully so that background is not visible.
Images should never be scaled up. Use a suitable image. If there is none of good quality available, do not use an image.
Images should be shot front 3/4 angle.
Black sections of photography should be black, not shades of grey.
Never use vectors or illustrations. Photography and line graphic only.
IMAGERY
Images should not appear grainy.
Images should not looked pixelated or be of lower resolution than required for the media.
Images should not look overly-flared. Lighting should be consistent with the product on the shelf.
Images should not look too dark. Lighting should be consistent with the product on the shelf.
15.
ELEMENTS
While the primary palette for CALIBRE is orange, black and grey, a secondary colour palette has been developed for all communications.
In instances where the blue palette is required, substitute orange for blue. In most circumstances, use blue when the corresponding product is blue. The guidelines for each section must still be strictly adhered to. Below are some examples for reference.
1. LINE GRAPHIC
For instructions on use, view page 11.
2. WARRANTY DEVICE
For instructions on use, view page 12.
3. PRODUCT CALLOUTS
For instructions on use, view page 12.
4. BOX FRAME
For instructions on use, view page 13.
CALIBRE BLUE
CONDITIONAL CONDITIONAL
POWERS 240V FROM 12V SOURCE
DVDS, LAPTOPS, COFFEE MACHINE+ RECHARGEABLE BATTERY PACKS
PRODUCT FEATUREAny added product information should be in our copy font.
IMAGE SHOULD FILL FRAME
16.
TYPESETTING + GRAMMER
When abbreviating words for product names, listings, or specification tables, refer to the following.
BEST PRACTICE
EXAMPLE 1: PRODUCT NAMES
Abbreviations with SPACE
Word ExampleLight Emitting Diode 24 LEDPiece 38 PCEDrive 3/8” DRIVELitre 2 LITRE
Abbreviations with NO SPACE
Word Example
Volt 12VWatt 30WKilogram 250KGMetre 3M
EXAMPLE 2: PROOF POINTS
Listing sizes:
Size: 6” x 9”
Size: 16cm x 23cm
Available in 17, 19, 21 or 23mm
Available in 13mm or 15mm
Imperial Socket Sizes: 1/4”, 3/8”, 1/2”
Listing multiple items or contents of a product:Contents:2 x Front seat covers1 x Rear seat cover1 x Steering wheel cover2 x Seat belt buddies
When there is not enough room to list as above, use commas with no line breaks. For example:Contents: 2 x Front seat covers, 1 x Rear seat cover, 1 x Steering wheel cover, 2 x Seat belt buddies
EXAMPLE 3: SPECIFICATION TABLES
Word Example
Pounds Per Square Inch 1450 PSI
Kilovolt-amphere 1.8 kVA
BAR 1.8 BAR
Cold Cranking Amps 270 CCA
Ohm 4 Ohm
Volts Alternating Current 240V AC
Volts Direct Current 12V DC
Litre 5 Litre
Watt 6 Watt
Amphere 7 Amp
Volt 12 Volt
Centimetre 6cm
Revs Per Minute 2400rpm
Milimetre 7mm
Metre 8m
Light Emitting Diode 24 LED
Kilogram 250kg
Gram 375g
Militre 100ml
Horsepower 2HP
Decibels 70dB
Maximum Max.
Litres Per Minute LPM
17.
SPECIFICATION BOX
CALIBRE specification boxes are to be used on textured packaging wherever possible. If there is space available, they should either be placed on the side or back of packaging and always be in a white standard box.
For products that require specific specialty call outs, refer to page 12.
Specification boxes are to be used on product packaging that requires technical specifications. They should
EXAMPLE: SPECIFICATIONS BOX
BEST PRACTICE
Weight
Peak Power
Boost Power
Battery Power
Booster Cables
Booster Clamps
Recharge Adaptor
11.3kg
1100 Amp
500 Amp
21AH / 12V
115cm tin coated copper
Heavy duty stainless steel - 600 AMP rated
240V AC or 12V DC
SPECIFICATIONSEqual spacing
Equal spacing
Equal spacing
18.
BOX PACKAGING
BEST PRACTICE
19.
BOX PACKAGING
Use a grid and always align where possible.
BEST PRACTICE
20.
BOX PACKAGING
BEST PRACTICE
21.
HANG SELL PACKAGING
BEST PRACTICE
22.
HANG SELL PACKAGING
Use a grid and always align where possible.
BEST PRACTICE
23.
ONE-SIDED LABEL PACKAGING
BEST PRACTICE
24.
ONE-SIDED LABEL PACKAGING
Use a grid and always align where possible.
BEST PRACTICE
25.
LOGO VARIATIONS - HANGING TAG
BEST PRACTICE
When space allows, use the master logo. The CALIBRE logo should still be more prominent than the product name. The CALIBRE tagline should be no smaller than 9.5pt, the same size as the PLU, Code and ‘Made in’ information.
When there is no graphic device due to space, use the horizontal logo for landscape formats. The CALIBRE logo should still be more prominent than the product name. The CALIBRE tagline should be no smaller than 9.5pt, the same size as the PLU, Code and ‘Made in’ information.
26.
LOGO VARIATIONS - HANGING TAG
BEST PRACTICE
When there is limited space and the format is landscape, use the extended tag logo. The CALIBRE logo should still be more prominent than the product name. The CALIBRE tagline should be no smaller than 9.5pt, the same size as the PLU, Code and ‘Made in’ information.
When there is limited space, use the small space logo. The CALIBRE logo should still be more prominent than the product name. The CALIBRE logo should be no smaller than 6mm, and the PLU, Code and ‘Made in’ information no smaller than 9.5pt.
27.
BADGING
When badging products with permanent CALIBRE branding, always use the CALIBRE logo without a tagline (see small scale logo, page 4). For use as a badge, use a box frame (view page 13) in black with a metallic keyline edge in light grey (C0/M0/Y0/K20). The keyline should be roughly the same width as the keyline on the CALIBRE logo.
BEST PRACTICE
28.
STENCILING
When stenciling products with permanent CALIBRE branding, always use the CALIBRE logo without a tagline (see small scale logo, page 4). Reversed or mono versions of the logo are acceptable, but refer to page 6 & 7 to determine which to use.
BEST PRACTICE
29.
BARCODES
The size specifications for EAN 13 GTIN’s on consumer units are:Nominal 100%
The white box of area surrounding the barcode: Width = 37.29 mm, Height = 25.93 mm
The barcode for this white area must be: Width = 31.35 mm, Height = 25.93 mm
See example to the right.
One of the mandatory packaging requirements is that each barcode must scan ‘first time, every time’.
Please Note: If the size of the product does not allow compliance to these specifications - eg. chewing gum. please contact the Category Manager involved and they will get new specifications from our Logistics Department.
Other information about barcodes can be found on our website at: www.supercheapauto.com (under the packaging, barcode and logistic data specifications link).
BEST PRACTICE
9 3 1 2 3 4 5 6 7 8 9 0 7
9 3 1 2 3 4 5 6 7 8 9 0 7
37.29mm31.35mm
3.63mm 2.31mm
2.75mm
22.8
5mm
23.1
8mm
24.5
0mm
25.9
3mm
30.
RECYCLABLE LOGOS
The Supercheap Auto Group is part of the Australian Packaging Covenant and has committed to the principles of sustainable packaging and providing adequate information to our customers to be able to identify recyclable packaging.
All artwork must display the applicable logo and information regarding recycling capabilities; and must meet the guidelines for packaging as per our Packaging, Barcoding and Labelling Specifications available on our website.
The Recyclable logo should never appear less than 15mm wide. The qualifying statement should appear in a reasonable size in order to be clearly visible by all our customers.
The logo and information should be located near the barcode information and multiple logos should be located next to each other in all circumstances.
If any of the packaging (or the product itself) is recyclable, one of the following logos must be used.
EXAMPLE: PACKAGING
EXAMPLE: PORTION OF PACKAGING IS RECYCLABLE
EXAMPLE: PRODUCT
BEST PRACTICE
Recyclable product
Recyclable packaging
Recyclable plastic
Recyclable cardboard
Recyclable steel
PLU: 156861CODE: BCD-260061Manufactured and packaged forSUPERCHEAP AUTO PTY LTDABN 64 085 395 124751 Gympie Road, Lawnton,Queensland 4501, AustraliaMADE IN CHINA
Recyclable packaging9 3 1 2 3 4 5 6 7 8 9 0 7