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1
Corporate Identity Brand Basic Manual
Multilateral Investment FundMember of the IDB Group
2
Index
Introduction. 1. Basic identity rules and elements: 1.1 Logo. 1.2 Corporate colours. 1.3 Graphic codes. 1.4 Authorized logo and colour versions. 1.5 Incorrect usage. 1.6 Identifier (Brand in print). 1.7 Joint Brand Signature System between Fomin and BID. 1.8 Joint Brand Signature System between Fomin and BID Involving other brands.
The modernization of the FOMIN corporate identity reflects the
specialist nature of its activities through the new brand’s innovation
and attention to detail, a simple, modern visual identity whose
graphic genius is fascinatingly attractive.
The resulting Logo corresponds to the graphic representation
of the values linked with the institution, bringing greater visual
expressiveness than the previous brand, rendering it more easily
recognizable and differentiable than before and with the additional
advantage of conveying an image full of personality, decision and
drive.
Thanks to this new style of presentation, the identity now conveys
an equivalence which adapts to the reality and mission of the
institution: bringing specific solutions to private sector micro,
small and medium-sized companies and above all, to the business
problems of the people who form part of them.
This basic Manual sets out the FOMIN graphic brand and the
instructions and guidelines for its correct and coherent application.
It also sets out the relationship between Signature and co-branding
with BID and between both of them, as well as the brands of those
partnering with them on specific projects.
Introduction
1. Basic identity rules and elements
5
Initial identi�er “F”
Continuity and progression
Re-drawn typography
“F” symbol with personality
1.1 Logo
The particular characteristics of the new brand reside in the
expressiveness of the typographic whole measured by its
visual impact. With this in mind a typographic whole has been
developed which contrasts figure and background, highlighting
one element over the rest. Thanks to this simple, stylish form, the
added, figurative iconographic elements, which feature in all major
international brands, are avoided. To convey the identity in keeping
with the afore-mentioned attributes, it is necessary to equip the
brand with a series of construction and composition guidelines
which are laid out in the rest of this manual.
1. Basic identity rules and elements:
6
1.2 Corporate colours
The Logo is composed of FOMIN’s principal colours which are White
and Black in both positive and negative versions.
Black is the colour used for the Logo when it is displayed on a white
background, or the colour used as background when the Logo is
displayed in White.
Green is the third colour, the complementary colour that the graphic
codes which make up FOMIN’s look & feel may use. In some cases, it
may be used as an additional background colour which serves as a
chromatic contrast to the Black and White colour code pairing.
The chromatic References are the following, depending on the
format or medium in which they are printed or on which the colours
are visualized.
Section “F” origins.
Secondary 1 PANTONE 368 CCMYK: 70 / 0 / 100 / 0 RGB: 105 / 190 / 40
Secondary 2PANTONE Cool Gray 9 CCMYK: 30 / 23 / 17 / 58 RGB: 116 / 118 / 120
PrimaryPANTONE Process Black CCMYK: 0 / 0 / 0 / 100 RGB: 30 / 30 / 30
1. Basic identity rules and elements:
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1.3 Graphic codes.
Identity is constructed from a set of elements which help the
different brand applications. One of which is the actual “F” itself, the
logo’s most important representative symbol. Using its shape to
full advantage, a section has been created which produces a green
band of colour bringing verticality to the compositions.
This element can stand alone or be accompanied by the logo.
If they stand together, they must be in the same proportion and
height given that this section can grow vertically and must never
exceed the height of the logo’s “F”. The result is that both shapes are
situated in such a way that if they were to be moved, they could be
positioned one on top of the other, thus forming the “F” shape.
The main colour is PANTONE Process Black C, leaving PANTONE 368
C green and PANTONE Cool Gray 9 C grey as secondary colours. The
correct application of these colours is very important because they
comprise an essential part of the Identity.
The following describes the equivalences for the different colour
formats.
Section “F” origins.
Secondary 1 PANTONE 368 CCMYK: 70 / 0 / 100 / 0 RGB: 105 / 190 / 40
Secondary 2PANTONE Cool Gray 9 CCMYK: 30 / 23 / 17 / 58 RGB: 116 / 118 / 120
PrimaryPANTONE Process Black CCMYK: 0 / 0 / 0 / 100 RGB: 30 / 30 / 30
1. Basic identity rules and elements:
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Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Main version Negative version
On light photographic background On dark photographic background
On metallic background On PANTONE 368 C background
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
1.4 Authorized logo and colour version.
The FOMIN Logo or graphic brand colours have been established
as black and its opposite, white. This means that the Logo can be
applied interchangeably, in both positive (black on white), and
negative (white on black) formats. The Logo can not use any other
colour.
For this reason the predominating communication background
onto which the FOMIN brand is to be inserted has to be either white,
or if white can not be used, black - it doesn´t matter which.
When it has to be used on a photo and it is not possible to maintain
it on a black or white background, the Logo will be applied in
positive format (black), or in negative (white), depending on the
colour, intensity and tone of the photographic space onto which it is
to be applied: on an intensely dark photo, the Logo will be applied in
white and when the photo is light the Logo will be black.
In exceptional cases, when the Logo is to be laid on a background
which is neither black nor white - as in the case of the metallic colour
of an object, or the green corporate colour (for example on a fi le or a
post-it), the Logo´s colour must always be black.
If the Logo has to be laid on an interior glass surface, black will be
used, but if the glass is on the outside of a building which must
display the Logo on a vinyl support, the Logo will be white; that is
because on the outside, windows refl ect surrounding colours, and
although the intensity changes according to the time of day, the
tone will always tend towards darker shades.
1. Basic identity rules and elements:
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1.5 Incorrect usage.
In this page we see some of the incorrect uses of the Brand.
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
DO NOT flip elements
DO NOT vary proportions
DO NOT vary the order of the elements
DO NOT change the colours
DO NOT distort
DO NOT change typography
DO NOT alter alignment
1. Basic identity rules and elements:
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1.6 Identifi er.
The graphic identifi er which has been defi ned is the “f“ or “comma”
which comprises the Brand. As such, it can be used indiscriminately
in any direction, as an “f“ or as a “comma“.
On this page we can see, in the case where we have to use the
identifi er without margins, how it should be positioned in relation
to established margins.
Whenever possible the identifi er should be used in its complete
form.
1. Basic identity rules and elements:
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1.7 Joint Brand Signature System between Fomin and BID
A system for laying down the different Signature casuistries between
FOMIN and BID:
- When the message is shared and issued by both.
- When FOMIN is involved or participates in a message from BID.
- When BID supports a message from FOMIN.
When the message is shared and issued jointly in co-branding by FOMIN
and BID, the proportion between both brands will be the same.
When FOMIN is only a participant in a message issued by BID, the size of
the FOMIN brand will be smaller. Two proportions have been established
depending on the degree of involvement in the message.
When BID has to appear as a guarantor of a FOMIN message, the
endorsement may be of greater or lesser importance depending on
the degree of BID presence required. Two proportions have also been
determined.
In order to guarantee the visual coherence of the shared Signature,
regardless of the casuistry, a graphic model has been designed which
provides unity and coherence in all cases.
Proportions have also been established to normalize its use.
In each case, the main brand signing the message will always be situated
to the right of the whole, since it is the side with greater visual importance.
50% 50%
75% / 100% 75% / 100%
50% / 100% 50% / 100%
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
1. Basic identity rules and elements:
12
1.7 Joint Brand Signature System between Fomin and BID
In order to guarantee the visual coherence of the shared Signature,
regardless of the casuistry, a graphic model has been designed which
provides unity and coherence in all cases.
Proportions have also been established for the normalization of its use.
In each case, the main brand signing the message will always be situated
to the right of the whole, since it is the side with greater visual importance.
50% / 50%
50% / 100% 50% / 100%
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
1. Basic identity rules and elements:
13
1.8 Joint Brand Signature System between Fomin and BID Involving other brands.
When the message is shared between FOMIIN, BID and other partners
or project partners, third party brands will be displayed in alignment,
but with FOMIN and BID sharing equal visual predominance.
Depending on the degree of involvement or collaboration of these
partners, their brands will have greater or lesser visual weight in the
whole of the Signature. In order to have an appropriate and versatile
rules system, it has been established that 75% or 50% of the visual
weight be allotted to the FOMIN and BID brands.
75%
1 2 3 4 5 6 7
50%
1 2 3 4 5 6 7
Co-branding with three logos at 50%
Co-branding with up to 7 logos at 50% Co-branding with up to 7 logos at 75%
Co-branding with three logos at 75%
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
Multilateral Investment FundMember of the IDB Group
1. Basic identity rules and elements:
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