01| Brand logo 02| Architecture 03| Packaging 04| House ... · Angelini Brand Manual | 1.1 01|...

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ANGELINI BRAND MANUAL

Transcript of 01| Brand logo 02| Architecture 03| Packaging 04| House ... · Angelini Brand Manual | 1.1 01|...

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| 1.IAngelini Brand Manual

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ANGELINIBRANDMANUAL

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Angelini Brand Manual

01| Brand logo 02| Architecture 03| Packaging 04| House Style 05| Applications 06| Stationery

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This manual presents Angelini’s new identity system. It is the result of strategic work based on the need to strengthen the perception of the Corporate Brand at an international level. The aim is to support communication in each Country both in terms of authoritativeness and recognisability.

The search for a unique and differentiating strategic concept began with pinpointing the fundamental values of the Brand in Italy also valid abroad: reliability, effectiveness, quality, affinity and innovation.

In keeping with Angelini’s positioning as a company which communicates a sense of belonging and protection, the mission “Everyday health and wellbeing” and the vision “To be the natural choice of each family when it comes to health and every day wellbeing” express the values of the Brand.

This process identified the semantic areas of Solidity and Precision and the relationship with the concept of Wellbeing/Health, thus strengthening the visual identity of the existing Brand logo, which takes a distinctive visual shape: the Pyramid. The top of the logo, an equilateral triangle, is the ultimate portrayal of Precision; the silver element at the bottom, called the “architrave” is the epitome of stability, “the foundations of wellbeing” which Angelini is based on.

The new system will thus be applied to all instruments of communication: ATl, BTl, packaging, corporate communication, websites, etc.

This manual defines clear rules for the application of the new identity system and aims to guarantee the recognisability of the Angelini Brand throughout the market.

INTRODUCTIONAngElInI BrAnd MAnUAl

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01| Brand logo

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CONTENTSSymbol and logotype 1.3Construction of the Brand logo 1. 4Pantone® 1. 5Four-colour process and rgB for web 1. 6grey scale 1. 7outline 1. 8Clear space 1. 9Applying the logo on recommended backgrounds 1. 10Applying the logo on non-recommended backgrounds 1. 11never allowed 1. 12Special applications 1. 13

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SYMBOL AND LOGOTYPEThe current version of the Angelini logo is distinguished by particular traits which make it immediately recognisable to consumers. The characteristic capital A, i.e. the symbol, is embellished with a silver element, which represents the architrave, a load-bearing element in all architecture.

The modern lettering of the logotype is both authoritative and clearly legible.Architrave; Brand logo; Symbol; logotype.

Symbol

logotype

Brand logo

Architrave

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CONSTRUCTION OF THE BRAND LOGOThe proportions of the logo are shown below. It is advisable to use only the logo drawings supplied with this manual.

The size, distance between logotype and symbol, and the proportions of the logo, must under no circumstances be changed.

The “A” of the symbol is an equilateral triangle.

The proportions of the logo are: 38X (height) and 60X (width).

60x

38x

X

Please protect the visibility of the logo by never reducing it to less than 12mm.

Positive negative

12mm

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PANTONE®The Pantone® colour version must be used whenever it is possible to print in special colours. This especially applies to the main stationery applications (letterhead, envelope, business card, etc.).

There are two negative versions of the Brand logo.When the logo is applied on a silver background, or on backgrounds with very bright colours, the negative 1 version must be used. In this version, the symbol is still blue but the architrave and the logotype are white.

negative version 2, for use on blue or dark colours, architrave and logo are silver, while the symbol is white.

Positive

negative 1 negative 2

Pantone® 541C

Pantone® 877C

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FOUR-COLOUR PROCESS AND RGB FOR WEBThe four-colour version must only be used when it is not possible to print the logo in Pantone® colours. When converted to CMYK (cyan-magenta-yellow-black) the special colours lose much of their brightness, particularly the silver, which is simulated using a grey.

The rgB version is indispensable for internet applications and multimedia presentations. However it must be used only for these applications and under no circumstances for printing.

Four-colour process C 100 - M 60 - g 0 -n 45 rgB for web r 5 - g 55 - B 100

Four-colour process C 100 - M 60 - g 0 -n 45 rgB for web r 5 - g 55 - B 100

Four-colour process C 0 - M 0 - g 0 -n 40 rgB for web r 170 - g 170- B 175

Four-colour process C 0 - M 0 - g 0 -n 50 rgB for web r 150 - g 150- B 155

Positive negative

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GREY SCALEWhen the logo is printed in black and white, there are two possible versions: grey scale or outline.grey scale is preferable to outline because it ensures greater continuity with the colour version of the logo.

Black 100%Black 100%Black 40%Black 50%

Positive negative

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

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OUTLINEThe Angelini logo has also been designed to be used when printing allows the use of only one Pantone® colour. In the positive version, the architrave and the inner triangle take the background colour, or the colour of the substrate on which the logo is being printed; the rest of the logo is blue. This also happens with the negative version.

When the logo is printed in black and white using a large screen, or when the printing technique makes it impossible to screen the colours, the black 100% outline version must be used.

The Pantone 541C colour outline logo is used on product packs.

Pantone® 541C

Positive outline negative outline

Black 100%

The positive version of the logo is used on light backgrounds; the negative version is used on dark backgrounds.

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CLEAR SPACEIn order to protect the visibility of the Angelini logo, please respect the rules shown on this page. no other graphic element must be placed inside the “clear space” around the Angelini logo.

The unit of measurement for calculating this space is either of the “n”s used in the logotype. The rule is illustrated below.

n= unit of measurement

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APPLYING THE LOGO ON RECOMMENDED BACKGROUNDSEach version of the logo has different characteristics, so the right choice of background is fundamental.The positive version of the logo on a light background is preferable.

Alternatively, the Angelini logo can be applied on a wide range of colours, using the most suitable version of the logo in each case (see examples below).

PoSITIVE logo AlloWEd: applied on light and pastel-coloured backgrounds which make the logo clearly visible.

nEgATIVE 1 logo AlloWEd: applied on dark backgrounds, intense but not bright, which make the logo clearly visible.

nEgATIVE 2 logo AlloWEd: applied on backgrounds like silver or intense, bright colours, which make the logo clearly visible.

PoSITIVE And nEgATIVE logo AlloWEd: applied on textures made of tone on tone colours which contrast with the logo, or on photographic backgrounds without particularly conspicuous elements that might interfere with the logo’s visibility.

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APPLYING THE LOGO ON NON-RECOMMENDED BACKGROUNDSgood visibility of the logo must never be impaired by the use of inappropriate backgrounds.

In particular, the logo must never be placed on backgrounds with dark, intense and excessively bright colours.

This page shows some examples where the logo completely loses its strength and visibility. Please avoid using these combinations.

PoSITIVE logo noT AlloWEd: applied on backgrounds with dark, intense, excessively vivid colours that reduce the logo’s legibility.

nEgATIVE 1 logo noT AlloWEd: applied on colours with medium tones that reduce the legibility of the AngElInI logotype.

nEgATIVE 2 logo noT AlloWEd: applied on excessively dark or excessively light colours that reduce the logo’s legibility.

PoSITIVE And nEgATIVE logo noT AlloWEd: applied on textures made up of several colours and vivid tones or applied on photographic backgrounds that have particularly evident elements that might interfere with the logo’s visibility.

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ANGELIN

Change the colour of the symbol deform the logo

Change the colour of the logotype Tilt the logo, deforming it

Change the typeface of the logotype Add shadows or outlines to the logo

distort the symbol Use the logotype without the logo

Eliminate elements that make up the symbol

Alter the supplied versions of the logo

NEVER ALLOWEDThe Angelini logo must never be modified in any way. doing so could compromise the visual perception and recognisability of the logo, which must remain constant.There are some exceptions, however precise rules must be followed. These are shown on the following page.

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SPECIAL APPLICATIONSThe examples of applications shown above are exceptions and may only be used exactly as described on this page.Using these versions of the logo for other applications could compromise the visual perception of the Angelini logo as standardised in this manual and therefore would be completely unacceptable.

5mmMinimum size

SYMBOL ONLYUse of the symbol without the logotype is limited to a few applications such as company gadgets, e.g. pins, caps, tie-pins.

SYMBOL AND LOGOTYPEThe proportions of the symbol and logotype can be changed, inverting the symmetry of the logo to enhance visibility. This can only be done in particular situations such as the rotor for stadiums or the canvas banner for displays.This application is only permitted on packs which are very small.