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NTT Communications Channel Branding Guideline
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Page 1: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

NTT CommunicationsChannel Branding Guideline

Page 2: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

1The Purpose of NTT CommunicationsChannel Branding Guideline

The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying out the design rules for globally unifying

the NTT Communications image that customers come into contact with. These guidelines will help establish a clearer profile for the corporate image

and enhance the value of the corporate brand.

The Brand Book provides a new design system for the Visual Identity (VI), which is composed of the NTT corporate brand mark, corporate brand

colours, and corporate slogan applicable for partner usage. These elements symbolically represent the corporate philosophy and business vision of

the NTT Communications Group.

The introduction of the new VI design system will enable the image of NTT Communications to be communicated efficiently and effectively all over

the world, and help to improve the efficiency of the production process when creating proposal documents or promotional tools, such as brochures

and flyers.

Please ensure that all marketing efforts contribute to improving brand value by gaining a correct understanding of the brand concept and observing

appropriate usage of the VI through the Brand Book.

We ask that you read through the material well and contribute to the correct usage of the VI. All forms of brand application are subjected to

final approval by NTT Singapore Pte Ltd (NTTS). Submissions must be completed and sent to your NTTS Account representatives or

via email at [email protected] at least 2 working days in advance.

Page 3: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

2NTT CommunicationsChannel Branding Guideline

NTT Communications VI Design System

1. Visual Identity (VI) Corporate Brand Mark with Slogan

A

The NTT Communications Brand Book is comprised of 2 sections:

A - The NTT Communications VI Design System

B - The NTT Communications Preferred Partner VI Design System

NTT Communications

Channel Branding Guideline

1. NTT Communications Preferred Partner (PP) Logo

2. PP-VI Isolation and Stipulated Minimum Size

3. NTT Communications PP Logo Display Colour Logo

4. NTT Communications PP Logo In Relation To Background Colour

5. NTT Communications PP Logo Dos and Don’ts

6. NTT Communications PP Logo Application

6.1 Business Card

6.2 Poster / Print Ad

6.3 Pull-up banner

6.4 Web page (homepage – 1 single page)

6.5 Stationeries (letter head and envelope)

B NTT Communications Preferred Partner VI Design System

Page 4: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

NTT CommunicationsVI Design System

The NTT Communications brand is reflected in a singular identity. Distinct from

competitors, it is curated to leave a signature and recognisable impression for all

customers, employees and shareholders. Through a series of core design elements

introduced here, this guide will serve to give our brand a sense of belonging and

visual character.

A

Page 5: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

NTT Communications’ basic design elements are composed of the corporate brand mark, corporate

brand colour, company name logotype and stipulated fonts. These elements comprise the core of NTT

Communications Brand Book VI Design System. Correct use of these elements enables the presentation of a

consistent NTT Communications image. Before creating any items using the basic design elements displayed

below, you should thoroughly familiarise yourself with the definitions and stipulations on each page.

A-1

This is the most important element, serving as it does as

the core visual communication element.

CORPORATE BRAND MARK

This slogan refers to Vision 2020

CORPORATE SLOGAN

These are the colours used in the corporate brand mark.

CORPORATE BRAND COLOUR

Golden yellow Cobalt blue Gradation

(English)

OFFICIAL COMPANY NAME LOGOTYPE

These are fonts chosen to provide the various display

elements with a uniform appearance.

CORPORATE BRAND MARK

(English) Neue FrutigerFrutiger Condensed

VI elements may be combined in the two formats – horizontal or vertical – shown below. It is important for VI

display to be independent and distinguishable. For this reason, it should be isolated to a certain degree, with

no other design elements or text intruding on the isolation (protected) area. The corporate slogan is always

used together with corporate brand mark, and never on its own.

BASIC DESIGN ELEMENTS VI STIPULATIONS ISOLATION AND STIPULATED MINIMUM SIZE

X0.09X 0.1X

0.1X

0.1X

MINIMUM SIZE for outputted materials (PRINTS)

25mm

MINIMUM SIZE for outputted materials (WEB)

125pixels

Stipulated minimum horizontal length of the corporate brand mark for printed media is 25mm.

* Stipulated minimum horizontal length of the corporate brand mark for Web media is 125pixels.

Since use of any smaller size may result in poor reproduction and smudging of corporate slogan tagline details, do not use any

size smaller than the stipulated minimum size.

Visual Identity (VI) Corporate Brand Mark with Slogan

Page 6: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

NTT Communications Preferred PartnerVI Design System

Our partners have always played an integral role in our success. This is why we have

placed much emphasis on this segment of the brand book. Here, you will find some

design guidelines dedicated solely for our preferred partners. Adhering strictly to

these rules will effectively give our partners a uniform and distinct identity.

B

Page 7: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

Below is the standard display position of the corporate brand logo with Preferred Partner (PP) mark. From a design point

of view, the balance between the corporate brand mark and Preferred Partner mark is based on exact calculations, and

for that reason it cannot be changed.

NTT Communications Preferred Partner (PP) Logo B-1

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Design elements must be adhered to as shown below. It is important for PP-VI logo to be independent and distinguishable. For this reason,

it should be sized at the exact weightage of partnering logos and isolated to a certain degree, with no other design elements or text intruding

on the isolation (protected) area.

PP-VI Isolation and Stipulated Minimum Size B-2

Stipulated minimum horizontal length of the corporate brand mark for printed media is 45mm.

* Stipulated minimum horizontal length of the corporate brand mark for Web media is 295pixels.

Since use of any smaller size may result in poor reproduction and smudging of corporate slogan tagline details, do not use any size smaller than the stipulated minimum size.

MINIMUM SIZE for outputted materials (PRINTS)

45mm

MINIMUM SIZE for outputted materials (WEB)

295pixels

X

0.5X0.5X

0.5X 0.5X

0.5X

0.5X

Page 9: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

Monochrome display like those shown below may be used depending on printing considerations, display item characteristics, purpose, and so

forth. To accurately express the corporate brand colours, the positive type brand mark should be preferentially used where monochrome display

is employed. If, however, the negative type would be more effective for certain items, it may be used. You may use the brand mark without

gradation when printing or material considerations make use of gradation difficult.

NTT Communications PP Display Colour Logo B-3

POSITIVE-TYPE POSITIVE-TYPE

Monochrome version (with gradation) Monochrome version (without gradation)

POSITIVE-TYPE

POSITIVE-TYPE POSITIVE-TYPE POSITIVE-TYPE

Page 10: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

NTT Communications PP Logo In Relation to Background Colour B-4

Wherever possible, use the post-type cobalt blue and golden yellow brand mark. The chart below shows reproducibility of the Preferred Partner mark in relation to

background colour changed in 10% increments. When displaying the Preferred Partner mark, pay due consideration to backgrounds (photos, etc. as well as colours)

that are similar to the Preferred Partner mark colour that they significantly reduce the mark’s visibility or cause halation (blurring or unpleasant appearance, etc.).

Choose which type of Preferred Partner mark is most suitable according to your judgement of which provides the best visiblity in relation to the background colour.

10% 20% 30% 40% 50% 80%60% 90%70% 100%

Colbalt Blue

Green

Black

Deep Skyblue

Red

Yellow

Page 11: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

B-5NTT Communications PP Logo Display Dos and Don’ts

A corporate brand mark needs to be used correctly in order to perform the function for which it is designed. Correct use enables the presentation of

a consistent NTT Communications image. Particular care should be exercised in the use of the corporate brand mark, since it is the central element

of NTT Communications’ design system. Be absolutely sure to avoid the following incorrect usages.

Don’t change the sizes of frameand logotype relative to each other.

Don’t stretch or shrink the markhorizontally or vertically.

Don’t change the colour combination.

Don’t add other elements.

Don’t display other elementsaround the brand mark.

Don’t use the frame by itself.

Don’t change the positioning of the PP

and logotype relative to each other.

Don’t add bordering.

Don’t use any colours other thanthe stipulated colours.

Don’t use solid white display for only certain parts.

Don’t display the brand mark against a background of the same kind of colour, or against a pattern.

Don’t combine the frame with other elements.

Don’t change logotype arrangement.

Don’t add shadowing.

Don’t change the frame colour.

Don’t display the brand mark againsta background that divides it.

Don’t display the brand mark againsta distracting background.

Don’t use the logo type by itself.

Don’t change the logotype font.

Don’t warp or otherwise change the overall shape.

Don’t add gradation to the logotype.

Don’t intrude on the white isolation space.

Don’t use the brand mark as a background pattern.

Don’t use the logo type with special shapes.

Don’t change the letter spacing.

Don’t rotate the brand mark.

Don’t use the brand mark in silhouette.

Don’t use any display that makesthe brand mark less distinguishable.

Don’t insert the brand mark into text.

Don’t use data of low-quality images.

Page 12: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

B-6.1

For business card of a group company, the height of the PP logomark should not be larger than or in the proximity of the group company’s mark

and logo. As a general rule, display the mark at the upper left (for horizontal design) or centred-bottom (for vertical design).

NTT Communications PP Logo ApplicationBUSINESS CARD

John TanMarketing Director

Your Company Name

Your Company Address Line 1

Your Company Address Line 2

+65 9999 9999

www.yourcompany.com

[email protected]

YOURLOGO

John TanMarketing Director

www.yourcompany.com

[email protected]

Your Company Name

Your Company Address Line 1

Your Company Address Line 2

+65 9999 9999

YOURLOGO

HORIZONTAL VERTICAL

Page 13: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

B-6.2NTT Communications PP Logo ApplicationPOSTER / PRINT AD

LOREM IPSUM DOLOR SIT DOLOR SIT AMETLorem ipsum dolor sit amet

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod

tincidunt ut laoreet dolore magna aliquam erat vcidunt ut laoreet dolore magna aliquam erat

cidunt ut laoreet dolore magna aliquam erat olutpat. Ut wisi enim ad minim veniam, quis

nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip.

LOREM IPSUM DOLOR SIT DOLOR SIT AMETLorem ipsum dolor sit amet

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh

euismod tincidunt ut laoreet dolore magna aliquam erat vcidunt ut laoreet dolore magna

aliquam erat cidunt ut laoreet dolore magna aliquam erat olutpat. Ut wisi enim ad minim

veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip.

HORIZONTAL VERTICAL

For poster or print advertisement of a group company, the height of the PP logomark should not be larger than or in the proximity of the group

company’s mark and logo. As a general rule, display the mark at the upper right.

Page 14: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

B-6.3

For pull–up banner of a group company, the height of the PP logomark should not be larger than or in the proximity of the group company’s

mark and logo. As a general rule, display the mark at the bottom center.

NTT Communications PP Logo ApplicationPULL-UP BANNER

LOREM IPSUM DOLOR SIT DOLOR SIT AMET

Lorem ipsum dolor sit amet

Page 15: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

B-6.4

For the web page of a group company, the height of the PP logomark should not be larger than or in the proximity of the group company’s

mark and logo. As a general rule, display the mark at the upper right or bottom right.

NTT Communications PP Logo ApplicationWEB PAGE

サイトマップ ニュース リクルート 会社案内 お問い合わせ サイトマップ ニュース リクルート 会社案内 お問い合わせ

サイトマップ ニュース リクルート 会社案内 お問い合わせ

サイトマップ ニュース リクルート 会社案内 お問い合わせ

サイトマップ ニュース リクルート 会社案内 お問い合わせ

ABCMMMXYZ

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BASIC FORMAT A (displayed at the upper right) BASIC FORMAT B (displayed at the bottom right)

*The display size of the PP logomark needs to be smaller than the group company’s mark and logo type.

Page 16: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

B-6.5

For the stationery collaterals of a group company, the height of the PP logomark should not be larger than or in the proximity of the group

company’s mark and logo. As a general rule, display the mark at the upper right. For envelope, it will be at the bottom right.

NTT Communications PP Logo ApplicationSTATIONERIES

YOUR COMPANY NAME

Your Company Address Line 1

Your Company Address Line 2

Page 1of 2

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tractatos vel. In vis graeci everti salutandi, ad cum sale invenire, eos ea laoreet delectus. Pro cu essent

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everti salutandi, ad cum sale invenire, eos ea laoreet delectus. Pro cu essent debitis nominavi, nulla

debitis ex per.

Dear John

To:

John Tan

Company Name

Company Address Line 1

Company Address Line 2

Your Company Name

Your Comany Address Line 1

Your Comany Address Line 2

www.yourcompany.com

www.yourcompany.com

LETTER HEAD ENVELOPE

Page 17: NTT Communications Channel Branding Guideline€¦ · Channel Branding Guideline The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying

If you want to know more about the NTTS channel brand guidelines,

you can reach us at [email protected]. Our brand representatives

will be more than glad to be at your service.

While this brand book serves as a comprehensive guide to all related

applications, all users must seek the approval of NTTS before publication.

NTTS also conducts frequent brand audits to ensure consistency across

the board within our community.

Questions?


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