brand guidelines - spi lasers

Brand GuidelinesSM-V00034Version 5

SPI Lasers Brand Guidelines Version 5 Page: 2

Contents

3 Strapline4 Visual communication5 SPI master logo6 Logo colour variation7 Minimum space / Clear space8 Logo Improper use9 Logo placement10 Brand identity elements11 Corporate typeface / Secondary typeface12 Registered trademark / Product names / Colour options13. redPOWER® Product family name14 Icons and Imagery15 Icons16 Products imagery17 Imagery style18 Social media icons19 Corporate templates20 Presentation template21 How to insert the template into your PowerPoint


Strapline Purpose on the manual

This document is to give clear guidance on when, where and how to use the registered SPI Lasers Logo and other sub brands.

Making sure we use a consistent presence across all platforms from digital and print formats.

Strapline useage

The Primary position must always be used where space is available, only use the Secondary option if space is limited to the right of the SPI Lasers logo.

Artwork available from the Marketing department.

Stands for: “Excellence; a company that seeks perfection by looking at things differently to achieve market leading results through the innovative (inspired) manipulation of light. It suggests we are excited and passionate about what we do and will never stop innovating and developing the best products for our customers!”

Chief Executive OfficerDr. Thomas Fehn

Inspired by Light

Inspired by Light

Primary position:

Secondary position:

Only marketing will use the strapline where they feel its applicable.


Visual Communication


SPI Lasers Master Logo

The SPI Lasers logo is composed of the SPI Lasers wordmark and red roundel. This combination produces the recognisable visual identity that characterise the SPI Lasers company.

The SPI Lasers logo should never be recreated, altered or typeset. Always refer to our company as “SPI Lasers”.

To maintain consistent use and ensure the integrity of the logo, use only approved art files,

Registered Trademark

The SPI Lasers roundel is a trademark that is registered ® in Europe, USA and China. If we cannot demonstrate the commercial use of the mark on marking of products we will lose the registration. The ® is not to be used when branding our Lasers, and not to be used on literature intended for markets other than the Europe, USA and China.

The SPI Lasers logo is a fixed artwork and must not be altered or recreated in any way. Logo’s can be found on Agile under the following file number:SM-V00032 | SM-V00031

Trade Mark Registered In

SPI® People’s Republic of China

(This registration covers the large circle, and the internal lettering, spot, and bars)

ChinaEuropean Community

USA

GTWAVE® UK


Logo Colour Variations

The SPI Lasers logo should be reproduced in colour whenever possible C4-M100-Y100-K1. White is the most effective background to reproduce the logo because it provides a clean contrast for the colour and elements. If colour reproduction is not available or is not a viable option, the logo should be reproduced in solid black or as a full-reverse in white out of a colourbackground. Contact the Marketing department if you require an alternative logo

Only in exceptional cases, and only with pre-approval from the SPI Lasers Marketing team, can it be positioned on a different background.

When the SPI Lasers logo is placed on a photographic image, the image behind the logo must be light enough to provide contrast for the positive logo or dark enough to provide contrastfor the reverse logo (white).

Primary Logo Colours Secondary Logo Colours

4-colour logo, PANTONE logo – for use on white backgrounds or where there is sufficient contrast between the logo and the background for reproduction.

Black logo – for use when colour reproduction is not an option.

Full-reverse logo – for use when full-colour reproduction is not an option or a viable solution on darker or black backgrounds.


Minimum Size

When reproducing the SPI Lasers logo the smallest acceptable height size is 20mm, any smaller and the registered trademark logo ® becomes too small to read.

The registered trademark logo ® should never be any smaller than 1mm in width.

Clear SpaceTo preserve the SPI Lasers logo identity, always maintain a minimum clear space around the logo.

This clear space isolates the logo from graphic elements, such as, photography, logos, copy or background patters that may divert attention.

The minimum clear space for the SPI Lasers logo is defined as 7mm height x 3mm Width or half the height of the S, in SPI.

This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.

50mm100mm

SPI Lasers Logo

Logo spacing

22mm

Optimal size for letterheaded documents.

41mm

7mm

7mm

= 7mm

= 3mm

3mm


Logo Improper Use

Incorrect use of the SPI Lasers logo compromises its integrity and effectiveness.The examples of logo misuse below are not extensive; they are only a small sample of possible misuses of the SPI Lasers logo.

To ensure accurate, consistent reproduction of the logo, never alter, add to, or attempt to recreate it.

When using the logo with other brands, do not centre one artwork and align left another.

Always use the approved artwork, available from our Marketing Department in UK.

Never use the logo without the “Lasers” or the red end bar.


Placement for all collateral material.

Preferred placement for all posters.

Secondary Placement for posters.

Datasheet colour.

Logo Placement

Whenever possible, the SPI Lasers logo should appear in the top left-hand corner, in full colour, on a white or black background.

If the logo cannot be placed in the top left corner, an acceptable alternate placement is the lower left corner.

When the logo is placed on a product with any other supporting branding, all artwork must be aligned.

Should you have any issues or que-ries contact Marketing.

All artworks must be aligned as shown.


SPI Lasers RedR227-G6-B19C4-M100-Y100-K1 #E30613PANTONE 485 C

SPI Lasers Black R0-G0-B0 C75-M68-Y67-K90 #000000 PANTONE Black 6C

SPI Lasers WhiteR255-G255-B255C0-M0-Y0-K0 #FFFFFFPANTONE 663 C

Deep RedR173-G30-B39C21-M100-Y95-K15 #AD1E26

CreamR242-G242-B234C4-M2-Y7-K0 #F2F2EA

Primary colour palette

Secondary colour palette

Interactive colour palette

Background colour

SPI Lasers RedR227-G6-B89C4-M100-Y100-K1 #E30613

Rest State


Active State

Mid GreyR163-G170-B173C48-M39-Y39-K3 #A3AAAD

Dark GreyR43-G46-B48C69-M53-Y51-K66 #2A2D2F

PurpleR137-G67-B154C54-M88-Y0-K0 #884399

Dark YellowR236-G152-B37C5-M46-Y98-K0 #EC9825

Mid GreyR163-G170-B173C48-M39-Y39-K3 #A3AAAD


Aqua BlueR0-G180-B202C73-M4-Y20-K0 #00B4C9

Dark Aqua BlueR20-G126-B145C83-M31-Y32-K13 #147E90

YellowR255-G202-B40C0-M21-Y93-K0 #FFC927

Dark YellowR236-G152-B37C5-M46-Y98-K0 #EC9825

PurpleR137-G67-B154C54-M88-Y0-K0 #884399

Dark PurpleR89-G39-B83C62-M91-Y34-K35 #592752

Brand identity elements

Our core Primary colours are: SPI Lasers Red, SPI Lasers Black and SPI Lasers White. This is to reflect the colours that make the SPI Lasers mark. When designing corporate communications, these should be the colours predominantly used.

The Secondary colour palette is used to support the primary colour palette, using these colours to assist styling accents. These colours can be used on graphs, charts, graphic elements and typography treatment.

The Cream background colour should be used when the Primary SPI Laser Red clashes with the Secondary Deep Red.

The Interactive colour palette is only to be used when Secondary Colour Palettes aren’t visible enough to the eye.

Please contact our Marketing Department to obtain access to the SPI Lasers colour swatches, to be used in Adobe Creative Suite.

Link Icons

Rest StateRead more >Active StateRead more >

Rest stateClose >Active StateClose >






Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Primary Use Arial Bold


Corporate Typeface

Arial is the SPI Lasers primary typeface and should be used for all communications. When applied consistently across the entire range of the corporate and marketing communications, typography will help to unify the appearance of all SPI Lasers materials and help our audience to recognise and become familiar with the SPI Lasers brand identity.

Secondary Typeface

Helvetica Neue is the SPI Lasers secondary typeface, and should only be used by the Marketing Team or with their pre-approval.

When a large amount of text is used e.g. In a brochure, this text can be used for headings and sub headings.

Arial Black


Helvetica Neue LT Std Thin

ABCDEFGHIJKLMNOPQRSTUVWXYZa b c d e f g h i j k l m n o p q r s t u v w x y z 1234567890

Helvetica Neue LT Std Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Helvetica Neue LT Std Bold


Helvetica Neue LT Std Bold Italic


Secondary Use


Registered trademarkWhen using the trademarked redENERGY® and redPOWER® the font used must be Arial Black, with the letters “red” lowercase and “ENERGY/POWER” uppercase as shown. When using these trademarked logos in written text the 1st reference must adhere to the brand guidelines, from then onwards a standard Arial font may be used but still using the lowercase / uppercase trademarking.

redENERGY® / redPOWER® Is a trademark that is registered ® in Europe, USA and China. If we cannot demonstrate the commercial use of the mark on marking of products we will lose the registration. The ® is not to be used when branding our Lasers, and on literature intended for markets other than the Europe, USA and China.

Logo’s are found on Agile:SM-V00041 redPOWERSM-V00042 redENERGY

redENERGY®

redPOWER®

redENERGY®

redPOWER®

Primary colour Secondary colour

Alternative colour

Product names

This is the Pulsed G4 Fiber Laser family name, when referring to this product in written text, you must include the entire name. redENERGY® G4.

This is the CW Fiber Laser family name, when referring to this product in written text, you must include the entire name. redPOWER® PRISM/ QUBE.

Colour options

Trade Mark Registered In

redENERGY®

Australia, Canada, ChinaEuropean Community

India, Japan, South Korea, USA

redPOWER®

Australia, Canada, ChinaEuropean Community

Japan, USA


When appearing on a product or customer facing literature e.g. brochures, advertising, you must use the available artwork. When referred to in the context of a written sentence or paragraph the complete word should be in Arial UPPERCASE.

When using the product name make sure it is always placed to the right of the redPOWER logo, the height must be as shown. If you aren’t able to place the product name to the right, then place it directly underneath as shown.

The ® trademark logos are controlled by the Marketing department, only non ® logo’s will be available on Agile. This is so correct logos are used when labeling products, If you require the ® trademark logo please contact the Marketing department.

redPOWER® Product family name

QUBE

Primary colour

Secondary colour

PRISM

White logo, Transparent background

White logo, Transparent background

Red logo, Transparent background

Red logo, Transparent background

Positioning

Primary SecondaryLogo’s are found on Agile:SM-V00043 redPOWER PRISMSM-V00044 redPOWER QUBE

Should you need to use the non-registered trademark version, these are available on the same document number.


Icon & Imagery

SPI Lasers Brand Guidelines 2015 Version 2 Page: 15SPI Lasers Brand Guidelines Version 5 Page: 15

X2 X25 X40

RM HS EP

Icons

SPI Lasers icons are used to represent specific benefits of our suite of products, most are generic with the exception of ‘PulseTune’ which is specific to the redENERGY® G4 Laser.

The design of the SPI Lasers icons issimple, modern and accessible. Each icon is reduced to its minimal form and the designs ensure coherency and clarity even at small sizes

Shapes are bold and geometric.

Consistency is important. Use the existing system icons whenever possible and across different media.

For specific icons contact the Marketing department.

PulseTune Waveforms

General icons

Industry and application icons

Applications Reference Profitability Quality

Overview Benefits Options Spec

Productivity PulseTune Flexibility Glossary


Product Imagery

Showing images of the SPI Lasers products helps to build understanding of the Lasers and increases brand awareness. It is important therefore, to present consistent imagery and avoid misrepresentations of our product.

The photos of the Lasers are available as an image without background, a Photoshop and Illustrator file. All presented on transparent background.

If you require any of these files pleasecontact the Marketing Department.

Alterations to the files are not permitted without prior approval from the Marketing Department.


Products should be displayed on these backgrounds:

Examples

CreamR242-G242-B234C4-M2-Y7-K0 #F2F2EA

SPI Lasers BlackR0-G0-B0C75-M68-Y67-K90 #000000 PANTONE Black 6C

SPI Lasers WhiteR255-G255-B255C0-M0-Y0-K0 #FFFFFF PANTONE 663 C



Colour background options

Imagery Style

To better represent the SPI Lasers brand, we try to use our own images and illustrations. The products and applications are always shown on a Cream, SPI Laser Black, SPI Lasers White, Deep Red or Dark Grey background, and the product must include our logo and the name of the product.

Don’t Over-Manipulate Maintain the original integrity of the image. Don’t apply heavy filters or gaussian blurs to imagery.

Resolution Make sure your images are appropriately sized for their containers and across platforms. Ideally, the assets should not appear pixelated.


Social Media Icons

SPI Lasers currently only use the three social platforms shown, LinkedIn, Twitter and YouTube.

When using the social media icons you must always use the Primary colour palette, the SPI Lasers red being at the core of our brand makes the image stand out far more and is much more eye catching.

Use the Secondary colour palette only when the Primary colour palette clashes with the background.

If neither colour palette is suitable an Inverted version is available contact the Marketing Department.

Original icons

SPI Lasers social media icons

Primary colour palette

Secondary colour palette

LinkedIn Twitter Facebook

SPI Lasers RedR227-G6-B19C4-M100-Y100-K1 #E30613 PANTONE 485 C

SPI Lasers BlackR0-G0-B0C75-M68-Y67-K90 #000000 PANTONE Black 6C

WeChat Weibo Youku

Chinese Social Media

YouTube


Corporate Template


Presentation Template

To ensure consistency of the SPI Lasers brand, please use this template for all your presentations.

Keep it simple, avoiding excessive use of images or text in one slide.

Don’t forget to use the SPI Lasers visual elements, such as the correct logo (with or without trademark), Arial as a primary font and images without background.

Modifications must be pre-approved by the Marketing Department.


How To Insert The Template Into Your PowerPoint

1. Open the attached document.

2. Once the page has opened in PowerPoint, go to ‘Save As’.

3. On the ‘Save as type’ drop-down, select Power-Point Template.

4. In the ‘Templates’ folder, enter the title of the document (if not loaded automatically). Example: SPI-PP_Template_CM-F00003_Rev*.pptx, Then click ‘Save’.

Publisher:SPI Lasers6 Wellington ParkTollbar WayHedge EndSouthamptonSO30 2QUTel: +44 (0)1489 779 696Fax: +44 (0)1489 779 698Email: [email protected]

Copyright:All texts, images, graphics or any other content are Copyrighted. No replication, alteration or use of this content may be made in other electronic or printed publications without the prior approval of SPI Lasers Marketing Department.

Status:SM-V00034Version 5.0 May 2017

© 2017 SPI Lasers All Rights Reserved

brand guidelines - spi lasers

Documents