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B R A N D B O O K
C O N T E N T S
BRAND USAGE 01
FONT USAGE 12
T H E D E T A I L S A SDISTINCTIVE ELEMENT
The logo shows dynamism, trustworthiness and globality represented by the red sphere. Strength and leadership are displayed through the white number 1 inside.Its study and realization are based on new, unique and distinctive elements such as lettering.To maintain the exclusivity of the logo, the use of “PRYOR” font is admitted only for the construction of “UniCredit” brands.
B R A N D U S A G E
The logo 01The brand/Declinations 03The brand/Tolerances 04The brand/Applications 05Colours 10
01BRAND USAGETHE LOGO
■ The logo (P1) is shown in the 4-colour version, which is the base logo
In special cases (e.g. securities and stationery), in order to reduce time and costs, it is also possible to print the logo in two colours (Pantone 485 C and black)
■ The stylised version in outline (P2), is to be regarded as natural extension of the base logo
P1 | BASE LOGO - 4 COLOURS
P2 | OUTLINE VARIANTS OF THE BASE LOGO
02BRAND USAGETHE LOGO
P1. 3D base logo, 4-colours or 2-colours (Pantone 485 C and black), to be used for all colour applications
P2. 3D base logo, greyscale, positive, to be used for all applications in black-and-white
P3. 2D outline logo (Pantone 485 C)
P4. 2D outline logo, positive, to be used in special applications (e.g. gold, silver, etc.)
BASE LOGO | 3D
BASE LOGO | 2D
P1. P2.
P3. P4.
03BRAND USAGETHE BRAND
The brand composed of logo and logotype, is realised by developing an exclusive lettering; therefore, use of original digital files is recommended
Besides, the final construction of the brand follows the principles of optic balance expressed by: weight of logo in relation to logotype; line spacing
For better legibility of the brand, the use of the illustrated grid, avoiding the insertion of any elements not being part of the brand, is recommended
DECLINATIONS | 3D BRAND
DECLINATIONS | 2D BRAND
DECLINATIONS | 2D BRAND
04BRAND USAGETHE BRAND
The UniCredit brand consists of two elements: the logo and the logotype (UniCredit)
A1. and B1. They show the smallest reduction obtainable to ensure legibility of the brand (3D brand)Use of the brand in 4-colours or 2-colours (Pantone 485 C and black) and greyscale in a size smaller than the one shown is not recommended
C1.Shows the recommended minimum size to ensure legibility of the brand in outline (2D brand)
TOLERANCES | 4 COLOURS
6mm
TOLERANCES | GREYSCALE
TOLERANCES | OUTLINE 2 COLOURS
5mm
A1.
B1.
C1.
6mm
05BRAND USAGETHE BRAND
POSITIVE/NEGATIVE TREATMENT OF THE BRAND
1. 3D brand, 4-colours or 2-colours (Pantone 485 C and black), positive
2. 3D brand, greyscale, positive
3. 2D outline brand, 2-colours, positive
4. 2D outline brand, monochrome, positive (red, white, silver, gold)
1a. 3D brand, 4-colours or 2-colours (Pantone 485 C and black), negative
2a. 3D brand, greyscale, negative
3a. 2D brand, outline brand, 2-colours, negative
4a. 2D brand, outline brand, monochrome, negative (everything which is black in the example shown, in the various applications will be the colour of the background)
APPLICATIONS | 3D BRAND
1. 1a.
2. 2a.
3. 3a.
4. 4a.
APPLICATIONS | 2D BRAND
06BRAND USAGETHE BRAND
TREATMENT OF THE BRAND/LOGO wITH HALO
1. 3D brand, 4-colours or 2-colours (Pantone 485 C and black), positive
1a. 3D brand, 4-colours or 2-colours (Pantone 485 C and black) with halo on a low contrast
background
2. 3D brand, greyscale, positive
2a/2b. 3D brand, greyscale with halo on a low contrast background
APPLICATIONS | 3D BRAND
1. 1a.
2.
2a.
2b.
07BRAND USAGEAPPLICATIONS
For the correct application of the brand, it is advisable to use contrasting colour codes between the brand and the background on which it is placed
In order to achieve it, either brands with positive logotype (light backgrounds) or negative ones (dark backgrounds) can be used
ExAmPLES | APPLICATION OF THE BRAND ON BACKGROUNDS
08BRAND USAGEAPPLICATIONS
In general, the use of tone-on-tone background with the base logo is not recommendedIn those cases in which tone over tone is necessary, the logo has to be used as shown in the example
TONE-ON-TONE uSE Of BRAND | SATURATION LESS THAN 50%
TONE-ON-TONE uSE Of BRAND | SATURATION HIGHER THAN 50% AND UP TO 100%
9BRAND USAGEAPPLICATIONS
The examples below show how not to use the brand
1. The brand must always keep the proportions shown in the previous pages
2/3. The logo must not be moved from its original position
4. A positive logotype must not be any colour other than black
5. The brand must not be used slanted
6. The brand must not be used on a tone-on-tone background except as in the examples shown on the previous page
7/8. The brand must not be placed on a background which hampers its legibility
9. The brand must not be enclosed within a further geometrical shape
10. The brand may not be used in the presence of elements which do not respect the excluded areas as shown on the previous pages
1. 6.
2. 7.
4. 9.
5. 10.
3. 8.
Take care not to allow any elements to intrude on the excluded areas of the brand Take care not to allow any elements to intrude on the excluded areas of the brand
Take care not to allow any elements to intrude on the excluded areas of the brand Take care not to allow any elements to intrude on the excluded areas of the brand
10BRAND USAGECOLOuRS
These are the colour codes used for the creation of UniCredit’s brands
RED
PANTONE | 485 COATED 485 UNCOATED
CmYK | 0% 100% 100% 0%
BLACK
PANTONE | Process BLACK COATED Process BLACK UNCOATED
CmYK | 0% 0% 0% 100%
F O N T U S A G E
Identification of lettering 12
12FONT USAGEIDENTIfICATION Of LETTERING
PRYOR MEDIUM■ The font Pryor Medium is only used for the
creation of UniCredit’s brands
BRAND fONT | PRYOR
PRYOR MEDIUM
abcdefghi jklmnopqrstuvwxyzabcdeffghi i jklmmnnopqrstuvwxyz1234567890 , .? ;”“!%£$&@
13FONT USAGEIDENTIfICATION Of LETTERING
DAX LIGHT - DAX REGULAR - DAX MEDIUM - DAX BOLD
■ All stationery layouts (letterhead paper, business cards, envelopes, etc.) always use the primary font
DAX REGULAR■ The Dax Regular is used also for the creation of
descriptors and endorsements
PRImARY fONT | DAX
DAX LIGHT
ABCDEFGHI jKLMNOPqRSTUVwXYzabcdefghi jk lmnopqrstuvwxyz1234567890 , . ? ;”“ !%£$&@
DAX REGULAR
ABCDEFGhi jklmNOPqRSTUvwxyzabcdefghi jk lmnopqrstuvwxyz1234567890 , .? ;”“!%£$&@
DAX MEDIUM
ABCDEfGHIjKLmNOPqRSTuvwxYzabcdefghi jklmnopqrstuvwxyz1234567890 , .? ;”“!%£$&@
DAX BOLD
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890 , .?;”“!%£$&@
14FONT USAGEIDENTIfICATION Of LETTERING
ARIAL■ The secondary font is used on electronic formats
for letterhead, fax, memos, e-mails, PowerPoint presentations and the text of letters and communications
SECONDARY fONT | ARIAL
ARIAL REGULAR
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890 ,.?;”“!%£$&@
ARIAL ITALIC
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890 ,.?;”“!%£$&@
ARIAL BOLD
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890 ,.?;”“!%£$&@
ARIAL BOLD ITALIC
abcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890 ,.?;”“!%£$&@