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BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 1
THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
Guidelines
Chapter Two
The Pictograms2.8
The Pictograms2.8
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
BETA VERSION/1.100.0-2014 NESPRESSO | BRAND BOOK | GUIDELINES | P. 3
THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
2.8 Pictograms
SUMMARY
INTRODUCTION 4
STANDARD PICTOGRAMS 5
10
CONSTRUCTION RULES
SERVICES
COFFEE
MACHINES
5
7
8
9
10
12
13
14
15
17
18
19
20
21
3D ECOSYSTEM
CONSTRUCTION RULES
3D PICTOGRAMS WITH TEXT
3D PICTOGRAMS WITHOUT TEXT
3D PICTOGRAMS GO/NO GO
3D PICTOGRAMS VS. STANDARD PICTOGRAMS
STANDARD SERVICE PICTOGRAMS
MINIMUM SIZE FOR 3D AND STANDARD
3D PICTOGRAMS ON COLOUR BACKGROUND
APPLICATIONS
3D PICTOGRAMS
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
INTRODUCTION
STANDARD PICTOGRAMS 3D PICTOGRAMS
2.8 Pictograms
GENERAL TIPS
Two kind of pictograms have been created; 3D
and standard ones. The conditions of use for each
group follows the guidelines presented below and
require the approval of Nespresso International
Brand Communication Team:
APPLICATION.BRAND@NESPRESSO.COM.
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
STANDARD PICTOGRAMS CONSTRUCTION RULES
BASE
MINIMUM HEIGHTSTANDARD HEIGHT
OVER HEIGHT
MAXIMUM HEIGHT
1_ CONSTRUCTIONThe Nespresso pictograms are constructed in proportion to
each other. The grid above indicates these proportions.
The Ristretto pictogram illustrated is the minimum size;
the Recipes pictogram illustrated is the maximum height size.
All pictograms have a standard thickness of line.
The pictograms are illustrated here in their negative version
(in white on a black background). A positive version (in black
on a white background) exists for each picto.
EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.
RISTRETTO RECIPES
2.8 Pictograms
BASE
MINIMUM HEIGHTSTANDARD HEIGHT
OVER HEIGHT
MAXIMUM HEIGHT
5MM
2_THICKNESSThe thickness of each pictograms is calculated proportionally
to the thickness of the outline of the PHONE pictogram when it
is at its minimum size, fixed at 5mm height.
The thickness of this outline is 0,3 points.
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
STANDARD PICTOGRAMS CONSTRUCTION RULES
2.8 Pictograms
BASE
MINIMUM HEIGHTSTANDARD HEIGHT
OVER HEIGHT
MAXIMUM HEIGHT
RISTRETTO RECIPES
BASE
MINIMUM HEIGHTSTANDARD HEIGHT
OVER HEIGHT
MAXIMUM HEIGHT
THE CREATION OF ADDITIONAL PICTOGRAMS IS ADMITTED, EACH NEW CREATION MUST BE VALIDATED BY THE NESPRESSO INTERNATIONAL BRAND COMMUNICATION TEAM.
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
STANDARD PICTOGRAMS RELATED TO SERVICES
2.8 Pictograms
In this page, an overview of the standard pictograms
related to the Nespresso services.
OUR SERVICES FAX CALL WE ARE HERE CONTACT
AID ON LINE
SATISFIED OR REIMBURSED
DELIVERY FREE DELIVERY
MACHINE RESELLERS
ORDERSECURED PAYMENT
VISIT NESPRESSOBOUTIQUES
E_SHOPPING COLLECTION POINT
NESPRESSOBOUTIQUE
SHOPPING BASKET (EMPTY)
SHOPPING BASKET (FULL)
BOUTIQUEPICK-UP
CUSTOMER CARE
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
RISTRETTO LUNGO CAFÉ MILKRECIPES
COFFEE INTENSITY
ESPRESSO
ESPRESSO& LUNGO
ACCESSORIESCAPPUCINOPREPARATION
GOURMANDISE
COFFEES HOT WATERVOLUME CONTROL
STANDARD PICTOGRAMSRELATED TO COFFEE
2.8 Pictograms
In this page, an overview of the standard pictograms
related to the Nespresso coffee.
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
ENERGY EFFICIENT
MACHINES
AUTOMATIC POWER OFF
CUP WARMING
HIGH PRESSURE PUMP
ENERGYCONSUMPTION
CLASS
AUTOMATIC OFF
STANDARD PICTOGRAMSRELATED TO MACHINES
2.8 Pictograms
In this page, an overview of the standard pictograms
related to the Nespresso machines system.
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
3D PICTOGRAMS ECOSYSTEM
2.8 Services Pictograms
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
In a communication about recycling, please use the new
recycling pictogram of 3D services pictograms even if it is
related to Ecolobaoration.
BEFORE AFTER
3D PICTOGRAMS ECOSYSTEM
2.8 Services Pictograms
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
3D PICTOGRAMSCONSTRUCTION RULES
BASE OF THE NAME
MINIMUM HEIGHT
The Nespresso Services pictograms are constructed in relative
proportion to one another.
The grid above indicates how the pictograms have been drawn
in relation to each other.
EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE.THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.
STANDARD HEIGHT
2.8 Service Pictograms
THE CREATION OF ADDITIONAL PICTOGRAMS IS ADMITTED, EACH NEW CREATION MUST BE VALIDATED BY THE NESPRESSO INTERNATIONAL BRAND COMMUNICATION TEAM.
When the 3D clusters pictograms with the text are used,
do ensure that the two lines around the text are present.
When the 3D services pictograms with text are used, do ensure
that one line above the text is present.
IT IS A WAY TO DIFFERENTIATE THE CLUSTERS PICTOGRAMS FROM THE SERVICES PICTOGRAMS
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
1_ CONSTRUCTION
• The Unit of construction - identified as [U] - is based on the
height between the two lines containing the text.
[U] is the reference Unit for all pictograms contructions.
• Each pictogram is constructed as illustrated.
• The text typeface: Gotham Medium, 3,7 pt when U=3mm, 50pt
letterspacing.
2_ THE EXCLUSION ZONE• An exclusion zone has been defined around the pictogram.
Do make sure it is respected when using the pictograms.
NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE.
WHEN THE 3D CLUSTERS PICTOGRAMS WITH THE TEXT ARE USED, DO ENSURE THAT THE TWO LINES AROUND THE TEXT ARE PRESENT. WHEN THE 3D SERVICES PICTOGRAMS WITH TEXT ARE USED, DO ENSURE THAT ONE LINE ABOVE THE TEXT IS PRESENT.
3_ EXCEPTION• Language translation are allowed only for the pictograms defined
as clusters: Services, Delivery, Customer Care, Recycling, Order.
4_MINIMUM SIZE
3D PICTOGRAMS WITH TEXT
2.8 Service Pictograms
3mm
Minimum size:
1 2mm 1 6 , 5mm
Respiration zone
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
3D PICTOGRAMS WITHOUT TEXT
2.8 Service Pictograms
3mm
1 2mm Minimum size :
1_ USING THE RIGHT PICTOGRAMPictograms also exist without the text and the line. They can be
used, for example, in a text block (see the example of the flyer
on p.15).
The name of the service associated with the pictogram must
appear on the page, even if not included with the pictogram.
2_ CONSTRUCTION
• The Unit of construction [U] serves as reference for all
pictogram construction.
• Once the minimum size fixed for [U] is respected (3mm), each
pictogram is constructed as follows.
EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.
3_ THE EXCLUSION ZONE• An exclusion zone has been defined around the pictogram.
Do make sure it is respected when using the pictograms.
NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE.
4_MINIMUM SIZE
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
3D PICTOGRAMS GO/NO GO
D E L I V E R Y
D E L I V E R Y
D E L I V E R Y D E L I V E R YD E L I V
E R Y
NE PAS CHANGERLES PROPORTIONS
NE PAS CHANGERLA PLACE DU NOM
NE PAS CHANGERLA TYPOGRAPHIE
NE PAS CHANGERLES COULEURS
NE PAS DÉFORMERLE PICTOGRAMME
NE PAS TOURNER LE LOGO
D E L I V E R Y
D E L I V E R Y
D E L I V E R Y D E L I V E R YD E L I V
E R Y
NE PAS CHANGERLES PROPORTIONS
NE PAS CHANGERLA PLACE DU NOM
NE PAS CHANGERLA TYPOGRAPHIE
NE PAS CHANGERLES COULEURS
NE PAS DÉFORMERLE PICTOGRAMME
NE PAS TOURNER LE LOGO
D E L I V E R Y
D E L I V E R Y
D E L I V E R Y D E L I V E R YD E L I V
E R Y
NE PAS CHANGERLES PROPORTIONS
NE PAS CHANGERLA PLACE DU NOM
NE PAS CHANGERLA TYPOGRAPHIE
NE PAS CHANGERLES COULEURS
NE PAS DÉFORMERLE PICTOGRAMME
NE PAS TOURNER LE LOGO
D E L I V E R Y
D E L I V E R Y
D E L I V E R Y D E L I V E R YD E L I V
E R Y
NE PAS CHANGERLES PROPORTIONS
NE PAS CHANGERLA PLACE DU NOM
NE PAS CHANGERLA TYPOGRAPHIE
NE PAS CHANGERLES COULEURS
NE PAS DÉFORMERLE PICTOGRAMME
NE PAS TOURNER LE LOGO
D E L I V E R Y
D E L I V E R Y
D E L I V E R Y D E L I V E R YD E L I V
E R Y
NE PAS CHANGERLES PROPORTIONS
NE PAS CHANGERLA PLACE DU NOM
NE PAS CHANGERLA TYPOGRAPHIE
NE PAS CHANGERLES COULEURS
NE PAS DÉFORMERLE PICTOGRAMME
NE PAS TOURNER LE LOGO
D E L I V E R Y
D E L I V E R Y
D E L I V E R Y D E L I V E R YD E L I V
E R Y
NE PAS CHANGERLES PROPORTIONS
NE PAS CHANGERLA PLACE DU NOM
NE PAS CHANGERLA TYPOGRAPHIE
NE PAS CHANGERLES COULEURS
NE PAS DÉFORMERLE PICTOGRAMME
NE PAS TOURNER LE LOGO
DO NOT CHANGE PROPORTIONS
DO NOT CHANGE COLOUR
DO NOT CHANGE ELEMENTS LOCATION
DO NOT CHANGE PERSPECTIVE
DO NOT CHANGE FONT AND SIZE
DO NOT ROTATETHE PICTOGRAM
NOGO
2.8 Service Pictograms
GO
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3D PICTOGRAMS GO/NO GO
NOGO
LOREM IPSUM DOLOR SIT
2.8 Service Pictograms
GO
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
3D VS. STANDARD SERVICE PICTOGRAMS
2.8 Service Pictograms
When passing to their standard version, the 3D
Pictograms lose their verbal part, conserving
only the iconic element.
As a consequence, standard service pictograms
exist only without any text associated to the
icon. The meaning and the fonctions attributed
to the pictograms are exactly the same of the
3D version.
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
Minimum size for standard service pictograms:
Minimum size for 3D pictograms and maximum size for standard service pictograms:
1 , 2 5mm
STANDARD SERVICE PICTOGRAMS
2.8 Service Pictograms
1_ USING THE RIGHT PICTOGRAMWhen the visual part of a 3D pictogram goes under the height of
12mm, standard pictograms must be employed.
2_ CONSTRUCTION
• Those pictograms are constructed following the same rules
applied to the 3D pictograms without text.
• The Unit of construction [U] serves as reference for all
pictogram construction.
• Once the minimum size fixed for [U] is respected (3mm), each
pictogram is constructed as follows.
EACH PICTOGRAM IS PROVIDED AS AN IMAGE FILE. THEY MUST NEVER BE RECREATED FROM THE INDIVIDUAL COMPONENTS.
3_ THE EXCLUSION ZONE• An exclusion zone has been defined around the pictogram.
Do make sure it is respected when using the pictograms.
NO LOGOTYPE, PICTURE OR TEXT SHOULD BE PLACED WITHIN THE EXCLUSION ZONE.
4_MINIMUM AND MAXIMUM SIZE
5MM
5mm
1 2mm
1 2mm
3mm
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MINIMUM SIZE FOR 3D AND STANDARD SERVICE PICTOGRAMS
2.8 Service Pictograms
Minimum height of the Unit has been fixed at 3 mm to ensure
optimum visibility/ legibility on each individual application.
It must not be further reduced!
3MM
Minimum height of the standard service pictograms has been
fixed minimum at 5 mm to ensure optimum visibility/legibility
on each individual application. It must not be further reduced!
5MM
BELOW 16,5 MM HEIGHT FOR PICTOGRAMS WITH TEXT AND 12MM
FOR PICTOGRAMS WITOUT TEXT AND THE RESPIRATION ZONE,
STANDARD SERVICE PICTOGRAMS MUST BE USED FOR OPTIMUM
LEGIBILITY.
ABOVE 12MM HEIGHT FOR STANDARD SERVICE PICTOGRAMS
WITOUT TEXT, 3D SERVICE PICTOGRAMS MUST BE USED.
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
3D PICTOGRAMSON COLOUR BACKGROUNDS
ULTIMATE BLACK CHERRY RED CREMA GOLD BLOOMING GREIGEROASTED BROWN
CORPORATE COLOUR BACKGROUND
When 3D pictograms are applied to a solid dark
background, the text must appear in white. On
light background colours, the text must appear
in black.
ON DARK BACKGROUND
ON LIGHT BACKGROUND
THE CHERRY RED MUST NEVER BE DOMINANT.
CF. BRANDBOOK CHAPTER 2.4
PLEASE NOTE!
2.8 Pictograms
THE PICTOGRAMS HAVE TO BE USED IN THEIR ORIGINAL COLOUR. NO COLOUR CHANGES ARE PERMITTED.
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THE BRAND GUIDELINES APPLICATIONS VERTUOLINE ATL DIGITAL BtoB
3D AND STANDARD PICTOGRAMS APPLICATIONS
2.8 Pictograms
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