CONTACT LIège Science Park Allée de la Cense-Rouge, 984102 Ougrée (Liège)Belgium
PHONE
Phone: + 32 (0) 4 252 66 02
ONLINE
Email: [email protected]: www.unisensor.be
Version 1.0 - 10.08.2016
BRAND IDENTITY GUIDELINES
CONTENT01 Brand Logo
Overwiew
Alternative
Proportions
Exclusion Zone
Using The Right Logo
Unaccepted
02 Colors
Color Standards
Color Variations
Agrofood Colors
Packaging Update
Products Colors
03 Brand Typography
Fonts
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These brand identity guidelines allow any user to capture the basic principles of the visual identity of Unisensor.
The rigorous application of these rules aims to develop a harmonious and consistent communication to establish the awareness and the company’s branding.
This toolkit, consisting of graphic, colors and typographic rules, must be used by Unisensor and all its partners.
The visual identity guidelines must be given to any printer or graphic designer responsible for the implementation of a support.
For further information, contact the marketing department.
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BRAND LOGONowadays, the visual identity of a company vehicles an image, a reputation but also a recognition.
Our previous visual identity did not really reflect the avant-gardisme, dynamism and technological progress of a growing company.
The goal was not to change the image radically. The logo has been redesigned in order to bring more modernity.
In addition, the old colors were difficult to adapt on other media. With this new logo and these new colors, all marketing materials are created in order to have a perfect synergy between documents, leading to a more harmonious visual identity.
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OVERVIEWThe Logo is the focal point — an instantly recognisable symbol of the brand. That’s why it’s important to use the
Logo exactly as specified in these guidelines.
Our Logo is the combination of a simple and modern Wordmark, with an Icon, and a Tagline.
Typography plays an important role. And we chose it simple, with modern lettering.
The Icon gives now the impression of movement, and we brought new colors : orange, to show a warm side (an
optimistic and more enthousiastic color) and a pure, electric blue, to bring more technology (a color associated
with maturity and reliability).
The Tagline is designed to provide further definition of our company’s products. It communicates our brand
promise.
Wordmark Icon
Tagline
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ALTERNATIVEUnder certain circumstances we prefer to simply use the Icon on its own instead of the full Logo mark. In general,
these are communications where the brand has already been established. While the Icon can exist without the
Wordmark (subject to Unisensor’s agreement), the Wordmark should never exist without the Icon.
Establishing a minimum size for the presence of the Tagline ensures that the impact and legibility is not
compromised in application. The smallest possible width of the logo with the Tagline should never be less than
30 mm.
< 30 mm
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PROPORTIONSThe Unisensor logo is a word and design mark in which the graphic element is linked to the lettering of the
company’s name. The logo must always be used in the form and proportions presented here..
100%
72% 3% 25%
13%6% 6%
25%13%
18%
5%3%
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EXCLUSION ZONEThe exclusion zone ensures the legibility and impact of the Logo by isolating it from competing visual elements
such as text and supporting graphics. This zone should be considered as the absolute minimum safe distance,
in most cases the Logo should be given even more room to breath.
The exclusion zone is equal to one third of the height of the Icon.
If you are using the Icon instead of the Logo, the same exclusion rules apply.
exclusion zone
exclusion zone
exclusion zoneexcl
usio
n zo
ne
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USING THE RIGHT LOGOLogo Misuse
It is important that the appearance of the Logo remains
consistent. The Logo should not be misinterpreted,
modified, or added to.
No attempt should be made to alter the Logo in any
way. Its orientation, colour and composition should
remain as indicated in this document — there are no
exceptions.
To illustrate this point, some of the more likely mistakes
are shown on this page.
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COLORSColour can be a tricky thing. Different devices are often calibrated differently, interpret colour differently, and even allow users to set their own colour preferences. This even extends to printed media, where different production techniques are able to produce widely different spectrums of colour. On top of all this, the way the eye and brain perceive colour also changes depending on the colours around it.
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COLOR STANDARDSBlue and orange gradient define the coloring of our company Logo, with a gray color for the Tagline. Finally, a
shade of orange complements the colors of our visual identity.
Pantone = printing in 1 or 2 colors
CMYK = printing in quadri
RGB = digital display
HTML/WEB = web display
Pantone 285 CCMYK 100-55-05-00RGB 0-99-169HTML/WEB 0063A9
Pantone 425 CCMYK 60-45-45-30RGB 97-104-105HTML/WEB 616869
CMYK 00-00-25-00 to 00-65-100-00RGB 255-250-210 to 238-114-3HTML/WEB FFFAD2 to EE7203
CMYK 00-36-100-04RGB 245-156-0HTML/WEB F59C00
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COLOR VARIATIONSIn all projects, the logo in quadri must be employed. If the logo is presented on a corporate design color
background, the monochrome “white” or the monochrome “blue” color variations should be employed. Only in
case where printing in color is impossible, the monochrome “black” color variation can be employed.
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COLOR VARIATIONSIf the logo is not presented on a corporate monochrome color background, a white box is used, in respect to
protection zone.
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AGROFOOD COLORSThe new corporate identity was thought to be used and applicable in future matrix, sectors or applications. The
idea was to create a pure background with strong typography and pictures. Each matrix will have its own color
and database.
Another creative reflection was to associate matrix with texture (reflecting “sensor” of Unisensor). Here is the
example for the agro food sector.
DAIRY CEREALS HONEY TISSUE FEED
Pantone 801 CCMYK 100-00-20-00RGB 0-157-197HTML/WEB 009DC5
Pantone 012 CCMYK 00-15-85-00RGB 255-214-49HTML/WEB FFD631
Pantone 130 CCMYK 00-45-100-00RGB 245-156-00HTML/WEB F59C00
Pantone 199 CCMYK 00-100-80-00RGB 228-3-46HTML/WEB E4032E
Pantone 241 CCMYK 45-100-00-00RGB 158-25-129HTML/WEB 9E1981
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PACKAGING UPDATEIn order to refresh and also simplify our packaging, we have updated the layouts of the boxes and of the labels :
uniformisation of the product name font, logo update, and highlighting of the product color.
Example : Dairy - KIT020/034
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Example : Dairy - KIT060
Example : Dairy - KIT038
Example : Dairy - KIT035
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Example : Dairy - KIT041/078
Example : Honey - KIT008/009
Example : Cereals - KIT056
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PRODUCT COLORSEach of our kits has a specific color.
DAIRY
PMS Process Blue • Q 100-10-0-10 • RGB 0-138-200
PMS 165 • Q 0-65-100-0 • RGB 238-127-0
PMS 354 • Q 80-0-90-0 • RGB 23-163-69
PMS 1925 • Q 0-100-55-0 • RGB 227-0-75
PMS 376 • Q 55-0-100-0 • RGB 151-191-13
PMS 376 • Q 55-0-100-0 • RGB 151-191-13
PMS Rhodamine Red • Q 5-90-0-0 • RGB 222-46-135
PMS Rhodamine Red • Q 5-90-0-0 • RGB 222-46-135
PMS Warm Grey 9 • Q 0-11-20-47 • RGB 131-120-111
PMS Warm Grey 7 • Q 0-8-14-38 • RGB 150-140-131
PMS Warm Grey 11 • Q 0-17-34-62 • RGB 110-98-89
PMS 5473 • Q 82-0-28-52 • RGB 17-94-103
PMS 228 • Q 0-100-5-40 • RGB 160-0-85
PMS 301 • Q 100-45-0-20 • RGB 0-96-158
PMS 5555• Q 43-0-34-38 • RGB 113-150-133
PMS 4995 • Q 0-48-38-34 • RGB 180-120-108
PMS Purple • Q 40-90-0-0 • RGB 165-50-135
PMS 284 • Q 55-20-0-0 • RGB 123-177-220
PMS 356 • Q 95-0-100-27 • RGB 0-120-45
PMS 356 • Q 95-0-100-27 • RGB 0-120-45
PMS 3975 • Q 0-0-100-30 • RGB 200-183-0
PMS 3125 • Q 85-0-20-0 • RGB 0-170-197
PMS 528 • Q 40-55-0-0 • RGB 168-130-180
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PRODUCT COLORS
PMS 130 • Q 0-30-100-0 • RGB 250-187-0
PMS 166 • Q 0-70-100-0 • RGB 236-116-4
PMS 390 • Q 30-0-100-10 • RGB 206-203-0
PMS 160 • Q 0-60-100-30 • RGB 185-100-8
PMS 5415 • Q 45-10-0-40 • RGB 115-143-165
PMS 416 • Q 0-0-15-50 • RGB 157-156-143
PMS 688 • Q 10-60-0-20 • RGB 196-115-153
PMS Process Blue • Q 100-10-0-10 • RGB 0-138-200
PMS 165 • Q 0-65-100-0 • RGB 238-127-0
PMS 1805 • Q 0-90-100-20 • RGB 194-47-22
CEREAL HONEY
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BRAND TYPOGRAPHYTypography is the art and technique of arranging type to make written
language legible, readable, and appealing when displayed.
The most obvious element of the typography is the font choice.
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FONTSFor all printed/offline communication tools, the main font families are Variable (for titles) and Klavika basic
(subtitles, body text). The main font categories are Regular, or Black.
KLAVIKA BASIC REGULARABCDEFGHIJKLMNOPRSTUVWXYZabcdefghijklmnoprstuvwxyz1234567890Klavika Basic BlackABCDEFGHIJKLMNOPRSTUVWXYZabcdefghijklmnoprstuvwxyz1234567890
VARIABLE REGULAR
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890Variable BlackABCDEFGHIJKLMNOPRSTUVWXYZabcdefghijklmnoprstuvwxyz1234567890
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Calibri (titles) and Arial (body text) are employed as system font and will be used in office communications (letter,
mail, memo, etc.)
Calibri Regular
ABCDEFGHIJKLMNOPRSTUVWXYZ
abcdefghijklmnoprstuvwxyz
1234567890
Arial RegularABCDEFGHIJKLMNOPRSTUVWXYZabcdefghijklmnoprstuvwxyz1234567890
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