graphic identity standards manual - viracon - your … solarscreen 2000 stormguard viraconsulting...

graphicidentitystandardsmanual

Introduction . . . . . . . . . . . . . . . . . . . . . . . page 3

Branding . . . . . . . . . . . . . . . . . . . . . . . . . . page 3

Definition of Terms . . . . . . . . . . . . . . . . . . page 4

Color Usage . . . . . . . . . . . . . . . . . . . . . . . page 5

One-color corporate signature . . . . . . page 5

Two-color corporate signature . . . . . . page 5

Background Colors . . . . . . . . . . . . . . . . . . page 5

Additional Guidelines . . . . . . . . . . . . . . . . page 6

Protected area . . . . . . . . . . . . . . . . . . page 6

Redesign . . . . . . . . . . . . . . . . . . . . . . page 6

Typography . . . . . . . . . . . . . . . . . . . . page 6

Positioning . . . . . . . . . . . . . . . . . . . . . page 6

Color treatments . . . . . . . . . . . . . . . . page 6

Size . . . . . . . . . . . . . . . . . . . . . . . . . . page 7

Exceptions . . . . . . . . . . . . . . . . . . . . . page 7

Reproductions . . . . . . . . . . . . . . . . . . page 7

Compatible Typefaces . . . . . . . . . . . . . . . . page 8

Corporate Trademarks . . . . . . . . . . . . . . . page 9

Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . page 10

Stationery Format . . . . . . . . . . . . . . . . . . page 11

Letterhead stationery . . . . . . . . . . . . page 11

Stationery envelopes . . . . . . . . . . . . page 12

Business cards . . . . . . . . . . . . . . . . . page 12

Labels . . . . . . . . . . . . . . . . . . . . . . . . . . . page 13

Mailing . . . . . . . . . . . . . . . . . . . . . . . page 13

Product . . . . . . . . . . . . . . . . . . . . . . page 13

Viraspan . . . . . . . . . . . . . . . . . . . . . . page 13

Promotional/Marketing Materials . . . . . . page 14

Brochures . . . . . . . . . . . . . . . . . . . . . page 14

Advertisements . . . . . . . . . . . . . . . . page 14

Newsletters . . . . . . . . . . . . . . . . . . . page 14

Soft goods . . . . . . . . . . . . . . . . . . . . page 15

Vehicles . . . . . . . . . . . . . . . . . . . . . . page 15

Signage . . . . . . . . . . . . . . . . . . . . . . page 15

Other uses . . . . . . . . . . . . . . . . . . . . page 15

Viracon Graphics Identity Standards

page 2

table of contents

Why do we need Graphic Standards?

The visual identification symbol for Viracon is the

corporate signature, or logo. It is to the company what

a handwritten signature is to a person: a unique graphic

expression of individuality. Our logo is our company’s

most visible symbol and stands for everything we do and

say about our company. It reflects the integrity, stability

and reliability our customers have come to depend on

for innovation, trusted solutions and high performance.

Letters, business cards, brochures, labels, advertisements,

signs, soft goods and other visual materials that feature

our corporate signature affect public perception

of Viracon. As a result, it is important that Viracon

project a clear, consistent and professional image.

To ensure this, Viracon has developed a corporate signa-

ture and guidelines for its use. This corporate signature

must be used in its entirety and reproduced from

authorized original illustrations or EPS vector artwork.

It may not be redrawn, re-proportioned or modified in

any way.

There are two versions of the corporate signature that

you can use depending on the positioning statement

desired and the size in which it will be reproduced. The

corporate signature variations account for the need to

adjust the size of the Viracon corporate signature to

maintain clarity and avoid filling in at smaller sizes.

Viracon’s Marketing Department will provide original

illustrations of the corporate signature and answer

questions regarding its use.

Who we are. What we stand for.

The Viracon brand is the symbol of business transactions

and promises made and kept over a long period of time.

Since 1970, Viracon has grown into an international

company that offers the most complete range of high-

performance architectural glass products available world-

wide. Our reputation for delivering design, aesthetic,

budget and performance solutions for clients both large

and small is the result of supplying high-performance

glass products to projects around the world.

An expanded product line, innovative technology and a

global presence have resulted in Viracon becoming the

leader in glass fabrication.


page 3

introduction branding

Logotype — A custom typeface of the name “Viracon”

as it always appears in relation to the signature symbol

and tagline.

Signature symbol — the three extended “V” lines as it

always appears in relation to the logotype and tagline.

Tagline — the specially letter-spaced expression “The

Leader in Glass Fabrication

as it appears in relation to the logotype and signature

symbol depending on use.

Corporate signature — the combination of the logotype,

signature symbol and tagline.

Protected area — the space around the signature that is

free of any elements and which maximizes the visual effect

of the corporate signature. It is always directly propor-

tional to the x-height of the word Viracon.


page 4

Wordmark

CorporateSignature

Tagline

SignatureSymbol

Protected area

definition of terms

One-color corporate signature

The corporate signature must appear in all black when

printed in a single color. For materials printed in a single

color other than black, the corporate signature must

print white on a solid color background. For example,

if a one-color brochure is printed with blue ink, the

corporate signature must print white on a solid blue

background.

The corporate signature may not appear in any

single color other than black or white. Any other color

treatments of the corporate signature may not be used

unless approved by the Marketing Department.

Two-color corporate signature

The preferred corporate signature is two-color.

However, when printing limitations or cost considerations

preclude the use of the two-color corporate signature,

use the one-color corporate signature.

For two-color treatments of the corporate signature, all

typography must print black. The three lines under the

name Viracon must print PANTONE® 300 blue. No other

color combinations may be used.

The white space between the three lines should always

feature the color background on which the corporate

signature is displayed. Never fill in, shade or alter this

space in any way.

Like the Viracon corporate signature, color provides apower means of visual recognition. When Viracon colorsare consistently used, the company’s graphic identity isall the more effective.

As with the Viracon corporate signature, color use onbackgrounds should be treated with a great deal of visual respect to avoid conflicting color treatments.When printing on any black or dark background, reversethe corporate signature to white. You may print thetwo-color corporate signature on a neutral backgroundas long as it displays sufficient contrast for both the blackand PANTONE 300 blue.

One-color

One-color(reverse)

Two-color


page 5

color usage

background colors

A. Protected area

To maintain the integrity of the corporate signature, it

should not be crowded or overwhelmed by the edge

of a page or any graphic elements-including artwork,

photography or typography. If placed within a cluttered

environment, the corporate signature’s message risks

becoming obscured and insignificant.

The protected area of the corporate signature is always

directly proportional to the x-height of the word Viracon.

This applies equally to the two-color and one-color

signatures (see page 6 for more information).

B. Redesign

The corporate signature must appear in its entirety.

Elements may not be relocated, resized or used individually.

C. Typography

The Viracon tagline must be set in Olive Antique Italic.

No typography may be added, deleted or modified.

D. Positioning

Do not position the corporate signature diagonally or on

any baseline other than horizontal. There should never

be a gap between the top of the first line and the cap

height of the word Viracon. The word Viracon must

never float within the corporate signature. The three

lines must never extend beyond their required length in

proportion to the Viracon name.

E. Color treatments

Black and PANTONE 300 blue are the only approved

colors for the corporate signature.


page 6

Protected area

Redesign

Substitutions

Positioning

Color treatments

additional guides

F. Size

The corporate signature may not measure less than

1-3/16”, unless approved by the Marketing Department.

G. Exceptions

The corporate signature can appear without the tagline

“The Leader in Glass Fabricati . The full corporate

signature is normally used on first reference as a

positioning statement.

The partial corporate signature, without the tagline,

is used on second reference and for printed materials

that promote its use. For example, return address labels,

envelope and soft goods. All other guidelines (color,

positioning, etc.) must be followed.

H. Reproductions

Do not use second-generation artwork to reproduce

the corporate signature. First-generation artwork and

electronic files are available from the Marketing

Department.


page 7

Size

Choosing a typeface that is compatible with the

corporate signature enhances printed materials by making

them more attractive, readable and professional.

For long body copy, a serif typeface is preferred for

readability. For short body copy or headlines, a sans serif

typeface is preferred.


page 8

Frutiger Light FamilyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Frutiger Roman FamilyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Frutiger Bold FamilyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial Family

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

1234567890

Palatino FamilyABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

compatible typefaces

A Viracon trademark is an approved word, phrase or

symbol used with or without the Viracon corporate

signature to identify a specific positioning statement,

product or service.

Because trademarks distinguish Viracon from other com-

panies, the correct use of trademark symbols is essential.

Each trademarked product, statement or service must

feature the trademark symbol on first reference only, with

the exception of the tagline. The trademark listings are

listed at the right.


page 9

Superwindow™

Solarscreen™

Solarscreen 2000™

StormGuard™

Viraconsulting™

Viraspan™

corporate trademarks

The tagline “The Leader in Glass Fabrication” must

always appear in black and be set in Olive Antique Italic

when used with the corporate signature.

The cap-height of the phrase will be 1/ 2 the x-height of

the word Viracon. The phrase must never violate the pro-

tected area and should be placed below the last line of

the signature symbol.

Do not substitute other typefaces or alter the approved

name in any way.

The trademark notice designated by “TM” always exists

with the tagline and is positioned immediately following

the typographer quote mark.

The tagline may not be translated into other languages.

Attention to protected space requirements, the proper

use of typefaces and colors, and the consistent use of

correct corporate signature arrangements is necessary to

maintain the visual integrity of the Viracon corporate

signature. It will also protect Viracon trademark rights.


page 10

1/2 X

1/2 X

Tagline protected area

tagline

Review all guidelines for use of the corporate signature

before designing letterhead, envelopes, mailing labels

and business cards. Pay close attention to guidelines

regarding colors, positioning, protected area,

size and restrictions on other logos. Ensure

that you use first-generation illustration

artwork of the corporate signature.

All standard-size letterhead, envelopes,

mailing labels and business cards must

comply with the production grids and color

schemes shown here. No other logos may

appear on the stationery, other than the

Apogee Enterprises, Inc. logo, without

approval from the Marketing Department.

A. Letterhead stationery

• Size: 8-1/2” x 11”

• Top margin: 7/16”; Left and right

margins: 3/4”; Bottom margin: 1/4”

• Two-color full corporate signature in

upper left corner where the top and left

margins intersect

• Mailing address positioned in upper right

corner where the top and right margins

intersect and printed in 10 point upper

and lowercase Helvetica, 95 percent

condensed with 10 point leading.

Viracon’s ISO certification reference is

printed under the mailing address.

• Address information may not appear within the

protected area of the corporate signature

• An Apogee Enterprises Company printed in upper

case 7 point Helvetica (not shown here)

• Left and right body copy margins: 1-1/4”


page 11

800 Park DriveP.O. Box 990

Owatonna, MN 55060507-451-9555

Ms. Jane DoeABC Company123 Main StreetAnytown, MN

January 15, 2009

Dear Ms. Doe:

As an international company, Viracon offers the most complete range of high-performancearchitectural glass products available worldwide. However, we’re not just another company thatfabricates glass. Rather, we’re a company that delivers design, aesthetics, budget and performancesolutions for each of your projects. Solutions that meet your client’s needs.

As the leader in glass fabrication, Viracon has gained the reputation for meeting and exceedingthe client’s needs. Our success is reflected in our long-lasting clients relationships. Relationshipsthat have resulted in our supplying high-performance glass products to major projects in locationsacross the world. These locations include Asia, Australia, Europe, North America, South Americaand the Middle East.

Projects • Rock and Roll Hall of Fame and Museum — Cleveland, Ohio • Kuala Lumpur City Center — Kuala Lumpur, Malaysia • Central Plaza — Hong Kong • The Quadrant — Perth, Australia • MGM Grand Hotel — Las Vegas, Nevada • Mall of America — Bloomington, Minnesota

Since 1970, Viracon has expanded its facilities to perform more fabricating processes at a singlesite than any other glass fabricator in the world. Our state-of-the-art tempered, laminated,insulating, security, silkscreened, privacy and high-performance coated glass products give ourcustomer’s the choices they need from one single source.

This single-source responsibility is evident in our complete line of product offerings, technicalexpertise, design assistance and responsive customer support. Our experienced field salesrepresentatives, technical support, inside sales representatives and production personnel ensureyour glass is delivered 100 percent complete and on time.

Viracon Highlights • Produces more than 7 million square meters of high-performance architectural glass products annually • Completed a $30 million facility expansion to increase operating efficiency, develop new technologies and further penetrate international markets • Subsidiary of Apogee Enterprises, Inc., which is headquartered in Minneapolis, Minnesota

7/16"

3/4"

Letterhead

stationary format

B. Stationery envelopes

• Size: 9-1/2” x 4-1/8”

• 3/8” margins on all sides

• Two-color full corporate

signature located in upper

left corner where the top

and left margins intersect

• Mailing address centered on

back flap and printed in

11 point upper and lowercase

Helvetica, 95 percent condensed

with 11 point leading

C. Business Cards

• Size: 3-1/2” x 2”

• 1/8” margins on all sides

• Two-color full corporate signature positioned

in upper left corner where the top and left

margins intersect

• Mailing address positioned in upper right

corner and printed in 8 point upper and

lower case Helvetica, 95 percent condensed with

8 point leading

• Name printed in 12 point B Helvetica Bold and

10 point leading; job title in 9 point Helvetica and

9 point leading; phone number and E-mail address

in 7 point Helvetica and 7 point leading; left justified;

and 95 percent condensed

• ISO logo printed only on Viracon employee business

cards and positioned flush right on the baseline of

the phone number or the E-mail address

• An Apogee Enterprises Company printed in upper

case 4-1/2 point Helvetica

Odd-size stationery not shown here should follow

the same guidelines in a proportionate manner.

If you have questions about odd-size stationery, call the

Marketing Department.


page 12

3/8"

3/8"


Owatonna, MN 550601-507-451-9555

FAX: 1-507-444-3555

John J. GlassPurchasing Manager507-555-5555E-mail: [email protected]

AN APOGEE ENTERPRISES COMPANY

1/8"

1/8"

Envelope

Business card

A. Mailing

• Size: 4” x 3”

• 1/4” margins

• Two-color full corporate signature in upper left

corner where the top margins intersect

• Mailing address positioned in upper right corner and

printed in 7 point upper and lower case Helvetica

with 7 point leading

• One-point line below corporate signature and

mailing address

• TO: printed in 10 point uppercase Helvetica

B. Product

• Size: 3” x 2-1/2”

• 3/16” margins

• Two-color full corporate signature in upper left

corner where the top and left margins intersect

• Label information printed in FuturaTMedium

Condensed

• May not reference ISO certification

C. Viraspan

• Size: 1-1/2” x 2-1/2”

• 3/16” margins

• One-color corporate signature without tagline

positioned at bottom margin and centered between

the left and right margins

• All black text printed in FuturaTMedium Condensed

• May not reference ISO certification


page 13


Owatonna, MN 55060

ISO 9002 Certified

TO:

1/4"

1/4"

3/16"

3/16" Laminated GlassBullet Resisting

GLAZE THIS SIDE IN(Witness Side)

3/16"Subdued Bronze

VIRASPANLead Free

Spandrel Glass

V905

SUBDUED BRONZE

Glaze this side tothe exterior

Mailing label

Product label

Viraspan label

labels

A. Brochures

Please review all guidelines for use of the corporate

signature before designing brochures and other literature.

Pay close attention to guidelines regarding colors,

positioning, protected area, size and restrictions on

other logos. Ensure that you use EPS vector artwork of

the corporate signature.

For one-color brochures, ensure that the corporate

signature is printed in all black or white (reversed) from a

solid background.

When printing brochures in two or more colors, ensure

that corporate signature is printed in official blue and

black colors, all black or white (reversed) from a solid

background.

B. Advertisements


before designing advertisements. Pay close attention to

guidelines regarding colors, positioning, protected area,

size and restrictions on other logos.

Ensure that you use EPS vector artwork of the

corporate signature.

C. Newsletters


signature before designing newsletters. Pay close

attention to guidelines regarding colors, positioning,

protected area size and restrictions on other logos.




page 14

promotional/marketingmaterials

D. Soft goods


before designing embroidered and screen-printed soft

goods. Pay close attention to guidelines regarding

colors, positioning, protected area, size and restrictions

on other logos.

For embroidery, ensure that you use EPS vector


For screen-printing, ensure that you use EPS vector


E. Vehicles


signature before designing logo usage on vehicles.

Pay close attention to guidelines regarding colors,

positioning, protected area, size and restrictions on

other logos. Ensure that you use EPS vector


F. Signage


signature before designing any signage. Pay close atten-

tion to guidelines regarding colors, positioning, protected

area, size and restrictions on other logos.



G. Other Uses

This graphic identity standards guide only covers basic

uses of Viracon’s corporate signature. For applications not

covered in this publication-or for clarification of the

guidelines it contains-please contact the Marketing

Department.


page 15Pantone is a registered trademark of Pantone, Inc.

© 2009 Viracon. All rights reserved.

graphic identity standards manual - viracon - your … solarscreen 2000 stormguard viraconsulting...

Documents