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PT identity manual Commercial brands 2.3.1 - tmn

V.4 - 01 March 2011

Brand manual

tmn

PT identity manual Commercial brands 2.3.1 - tmn

Strategic elements

Strategic elements of the tmn brandPositioningtmn is positioned as a leader in the mobile telecommunications sector, making available to their clients the best communication solutions, entertainment and knowledge. To achieve this, tmn focuses on three main vectors:- proximity to the client, always being available, proactive, and interested- innovation, trying to anticipate the needs and wants of the customers with the creation ofproducts and services that increase in value- quality, ensuring robustness and reliability in all solutions presented

ValuesThe tmn brand has adopted the following principal values:

Leadershipin all market segments,

based on the integration of

solutions and the

optimisation of p&s in a

way that responds to the

specific needs of each

segment.

Youthfulin the way it communicates,

in order to clearly transmit

the values of proactivity

and innovation inherent to

this attribute.

Credibilityin the products presented to

the clients, ensuring the

dissemination of simple and

honest information, a

fundamental value for

cultivating confidence on the

part of current and potential

clients.

Proactivityin the relationship with its

clients, seeking to anticipate

their needs and provide a

quick and efficient response

to the challenges that arise.

Innovationin being and doing, in a

constant search to innovate

at the technological level, in

the development of better

telecommunication

solutions, and in the way it

communicates.

Neighbourlyin its approach to the

customer, complete

dedication to clients, with

consistent concern for

people.

PT identity manual Brand manual

Commercial brands2.3.1 - tmn

Introduction

The aim of this manual is to define a set of rules and recommendations that seek to ensure correct application of the main elements of tmn. It is essential that everyone involved cooperates in complying with and applying these rules, in order to ensure a coherent and uniform visual identity. We know we can rely on you. Thank you.

PT identity manual Commercial brands Index2.3.1 - tmn

Identity Visual elements

Logo Composition

Colour versionsProtection areaand minimum dimensionsLocation in the layoutApplications on backgroundsIncorrect usageProportionality of the PT endorsement

Location of the PT endorsementClaimLogo extensions

Colours Main colour

Supplementary colours

Typography Myriad Pro

Arial

Additional element “t” in 2D

“t” in 3D

PT identity manual Commercial brands 2.3.1 - tmn

Identity

Visual elementsThe visual identity of tmn has 4 basic elements: logo, colours, typography, and an additional element – the “t” symbol.

Logo

tmn

Colours Typography

Myriad Pro

Additional element - “t’ symbol

The tmn logo consists of a fixed relation of position and proportion between the “tag” and the letters “tmn”.

The main colour of tmn is PT blue. However, colours from the PT supplementary palette may be used.

The tmn font is Myriad Pro. It is a font with the necessary characteristics to create a clear and legible message.

The objective of the “t” symbol is to energize the tmn brand communication.

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PT identity manual Commercial brands 2.3.1 - tmn

Logo

CompositionThe tmn logo consists of the tag and the letters “tmn”. These

two elements have a unique relation of position and proportion

between them.

Construction

The calculation of the distance between the letters “tmn” and the margins of the tag were defined based on the measurement X (head of the letter “t”).

XIXIXIXIXtmn

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PT identity manual Commercial brands 2.3.1 - tmn

Logo

Colour versionsTwo colour versions of the tmn logo were defined: a version

polychromatic version in (colours) and a monochromatic version

(black).

The monochromatic version (black) should only be used

when there are limitations on the use of colours, or when the

method of reproduction has low resolution like a fax or

photocopier.

Polychromatic version - main version

tmnMonochromatic version

tmnP. 09

PT identity manual Commercial brands 2.3.1 - tmn

Logo

Protection area and minimum dimensionsTo preserve the integrity and legibility of the tmn logo, the following

guidelines have been defined:

- protection area relative to other graphic elements

- minimum dimensions for reproduction

Printing minimum dimensions

2X

2X

tmn

14 mm

Screen minimum dimensions

tmn

2X

Protection areaIn order to preserve the integrity and legibility of the tmn logo, a protection area relative to other graphic elements was defined. The limits of the protection area were defined based on the measurement X (head of the letter “t”).

2X60 pixels

Minimum dimensionsMinimum dimensions for reproduction were defined to guarantee the logo legibility. These limits were calculated taking into account the logo’s shape and the different reproduction media (printed material/screen visualisation).

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PT identity manual Commercial brands 2.3.1 - tmn

Logo

Location in the layoutThe tmn logo must be aligned to the left or rignt margin. The logo protection area on the margin side may be ignored.

iS

1 ?o 2Y 3

mm

In the artwork development of printed material a margin of 3 millimetres bleed must always be maintained.

Min

imum

dis

tanc

e to

th

e to

p

+2 o

J5 O

tmnJ2cID

S.£11

a oLeft

mar

gin

of t

he

layo

ut

Right m

argin of the layout

o■o(0

■ort>

1/1m

aiS1 m

Minim

um distance

to the botto

m.

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PT identity manual Commercial brands 2.3.1 - tmn

Logo

Applications on backgroundsThe background examples illustrated below serve only as a

reference for the visualisation of colour behaviour and not as

a shape reference. The tmn logo cannot be placed in a box, it

must stand alone.

White background - colouredMain version

PT blue backgroundMain version

Bright photographic backgroundMain version

White background - one colour (black)Monochromatic version

tmn

tmn tmn tmn

Black background - colouredMain version

Background in a supplementary colourMain version

Dark photographic backgroundMain version

Black background - one colour (white)Monochromatic version

tmn

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PT identity manual Brand manual

Commercial brands 2.3.1 - tmn

Logo

Incorrect usage

Changing the logo harms the coherence and perception of its identity, compromising its goals.

The logo must always be applied in a conscious way, respecting its integrity. The examples below are applied to all logo variants.

Incorrect proportionality relation between the elements

Q Use in perspective Q Use of the logo in white Incorrect location in the layout

tmntmn

Q Use of a wrong colour in the word “tmn”

Q Use of a secondary colour in the tag

Q Use without a tag on a supplementary colour background

Use with a transparent tmn logo

tmnTmn

tm

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PT identity manual Commercial brands 2.3.1 - tmn

Logo

Proportionality of the PT endorsement

In order to reinforce the tmn brand credibility, the use of the

PT endorsement is always recommended.

The proportionality between the two logos should never

exceed the fixed limit.

Behaviour on any background Behaviour on a PT blue background

tmn

hh (maximum)

LimitThe PT logo must be less than or equal to the measurement “h” (height of the tmn logo) when used as endorsement.

Colour models for reproduction of the PT logoThe polychromatic version of the PT endorsement logo has two colour model variants:- CMYK colour model (four-colour)- PMS colour model (pantone - process)The PMS variant is made from two direct colours (pantone 3135 and black) and must always be used whenever four-colour reproduction is not necessary.

h = height

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PT identity manual Brand manual

Commercial brands 2.3.1 - tmn

Logo

Location of the PT endorsementThe recommended location of the tmn logo is in the upper left corner of the layout. The endorsement must be placed on the opposite side, at the top. When it is not possible to apply this rule, the endorsement must be placed in the lower left corner,

under the tmn logo, lined up with the left side of the leg of “t”. It is not recommended to place the PT endorsement near the tmn logo.

Location

tmn

Stationery - Top (preferred use)

Envelope - Footer (alternate use)

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PT identity manual Commercial brands 2.3.1 - tmn

Logo

Claim

The logo and the claim are related to each other through a vertical space equivalent to the measurement “x”, as shown below.

The construction of the claim begins on an imaginary line coinciding with the interior of the first leg of the “m” and ends at the end of the “n”. The claim is in Myriad Pro Light font.

Behaviour on any backgroundThe claim must be in PT blue

PT blue backgroundThe claim must be in white

tmnaté já.

tmnaté

já.

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PT identity manual Brand manual

Commercial brands 2.3.1 - tmn

Logo

Logo extensionsThe logo with extensions is used to identify products or services and it must always be on the left margin of the layout. The brand extensions are in Myriad Pro font.

The extension is separated horizontally by a space equivalent to twice the measurement “x”, after the tmn logo, as shown below.

Behaviour on any backgroundThe extension must be in PT blue

PT blue backgroundThe extension must be in white

tmn "tmnbanda larga

tmn tmn mail

Brand manu al

PT identity manual Commercial brands V.1 -1 March 2011

Brand manual 2.3.2. -meo

tmn spot report

tmn spot report

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PT identity manual

2.3.1 - tmn

Main colourThe main colour of the tmn brand is PT blue.

Any colour model that is not included in this

manual should always be Pantone colour as a reference.

PT BluePantone:3135 CCMYK:C: 100%

M: 0%

Y: 20%

K: 10%

RGB:

R: 0

G: 153

B: 171Web:#0099AB

Ink Ref.:

Fornecedor Hempel Portugal, Lda. Hempatone

Extra 58910/3P104 Hempalux AL Satined Water

58352/3P104 Hempalux AL Bright Water

58352/3P104

Vinyl:

- 3M 3630: 11945

- Oracal Series 851/951: 553 Lagoon

PT Identity manual Commercial brands Colours2.3.1 - tmn

Supplementary colours The supplementary colour palette consists of 5 colours:

supplementary yellow, supplementary green, supplementary

blue, supplementary purple and supplementary pink.

The supplementary palette colours can be used transversally in

all PT group media communication.

Supplementary Supplementary Supplementary Supplementary SupplementaryYellow Green Blue Purple Pink

Pantone: Pantone: Pantone: Pantone: Pantone:

1235 C 382 C 302 C 2603 C 214 C

CMYK: CMYK: CMYK: CMYK: CMYK:

C: 0% C: 35% C: 100% C: 75% C: 0%

M: 35% M: 0% M: 50% M: 100% M: 100%

Y: 100% Y: 100% Y: 10% Y: 0% Y: 25%

K: 0% K: 0% K: 60% K: 5% K: 5%

RGB: RGB: RGB: RGB: RGB:

R: 231 R: 190 R: 0 R: 110 R: 201

G: 176 G: 214 G: 65 G: 37 G: 0

B: 18 B: 0 B: 101 B: 133 B: 98

Web: Web: Web: Web: Web:

#E7B012 #BED600 #004165 #6E2585 #C90062

RAL: RAL: RAL: RAL: RAL:

1028 (no reference 5003 (no reference 4010

Melon yellow in the catalogue) Sapphire blue in the catalogue) Telemagenta

Vinyl: Vinyl: Vinyl: Vinyl: Vinyl:

3M Scotchcal 3M Scotchcal 3M Scotchcal 3M Scotchcal 3M Scotchcal

100-25 100-449 100-724 100-265 100-454

PT identity manual Commercial brands 2.3.1 - tmn

Typography

Myriad ProThe institutional font for all PT Group brands communication is

Myriad Pro.

It Is a font with the necessary characteristics to create a clean and

legible message.

In order to maintain coherence among all communication

material, the following weights are recommended: Light,

Regular, Semibold, Bold and Black and their variants in italic.

ABCDEFGHIJKMN OPQRSTUVWXYZ

pqrstuvwxyz

PT identity manual Commercial brands 2.3.1 - tmn

Typography

Arial

If a default font type is needed, for internal applications or

presentations, we recommend the use of Arial.

Its versatility allows it to be used successfully in printed and

digital media. The use of Regular and Bold weights (and

their italic variants) are recommended.

ABCDEFGHIJKMN OPQRSTUVWXYZ

pqrstuvwxyz

PT identity manual Commercial brands 2.3.1 - tmn

Additional element

“t” in 2D

The “t” symbol in 2D is used to visually harmonize layouts for communications, normally printed.

There is only one 2D version of the symbol, used in white on the tmn blue background. There is not a fixed relation of proportion and position with the tmn logo.

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PT identity manual Brand manual

Commercial brands 2.3.1 - tmn

Additional element

“t” in 3DThis symbol is mainly used in TV advertising campaigns or on

point of sale screens. It ensures flexibility and energy to the

brand.

The “t” symbol in 3D must be used independently, without a fixed

relation of position and proportion to the tmn logo. There is only a

3D “t” symbol version in blue and another in white.

imn

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PT identity manual Brand manual

Commercial brands 2.3.1 - tmn

V.4 - 01 March 2011

tmn

DMP/EMT