Graphic identity manual
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Ilion Animation Studios. Graphic identity manual
Introduction
1. LOGO
1.1. Main logo
1.2. Logo: Variants
1.3. Incorrect uses
1.4. Color or photographic backgrounds
1.5. Safety area
1.6. Minimum size
1.7. Logo position
1.8. Letterhead
2. COLORS
2.1. Primary and secondary colors
2.2. Colors: Standards for use
3. TYPOGRAPHY
3.1. Typefaces
3.2. Types of substitution
3.3. Text composition
4. GRAPHIC BRANDING ELEMENTS
4.1. Banners
4.2. Frames
5. TECHNICAL VOCABULARY: Glossary
Ilion’s graphic identity is the visible
part of its communication. That is why
it plays a fundamental role so that our
identity is coherent and uniform in
every way it is expressed.
In the case of Ilion, this graphic identi-
ty has been built up from its logo. By
using elements such as typefaces, colors
and composition standards consistently
and regularly, we will create a recogni-
zable style in any graphic design. This
will make our communication more
efficient.
This is the function of this manual: to
explain the elements that make up our
graphic identity and how to apply it.
These rules not only guarantee that
our image will be used correctly. They
also standardize and help with desig-
ning and producing all types of graphic
communication material. Due to all of
this, our image and communication
depend considerably on the careful and
responsible use that all of us make of
our graphic identity.
What is graphic identity?
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Ilion Animation Studios. Graphic identity manual
Logotype1
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Ilion Animation Studios. Graphic identity manual
Logotype 1.1
The logo is the visual identity’s main ele-
ment. Other supporting elements will be
integrated around it such as colors and
the corporate typeface.
It is made up of three elements. In hie-
rarchical order of importance in repre-
senting the brand, these are:
1) Wordmark or company name. The
only element that cannot be done
away with under any circumstances.
2) Horse symbol
3) Tag or descriptor
The combination of all of these elements
defines Ilion’s graphic communication.
Main logo
Horse symbol
Wordmark
Tag
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Ilion Animation Studios. Graphic identity manual
Logotype 1.2
Depending on the media format and its
function, the logo may adopt different
compositions by combining the 3 ele-
ments that comprise it: symbol, word-
mark and tag. There are also different
versions according to its color:
1) Color logo
This will be the logo used in all cases
except for those exceptions where the
media or reproduction technique do
not allow it.
2) Black and white logo
It will be used when printing is done
with a single ink, or it is technically not
possible to use more than one shade.
3) Negative black and white logo
It must be used to obtain a good con-
trast in those cases where the back-
ground color is too dark.
Color Black and white (positive) Black and white (negative)
Logotype:
Variants
Centered
Horizontal
Typographical
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Ilion Animation Studios. Graphic identity manual
Logotype 1.3
In order not to diminish Ilion’s image,
we must properly and responsibly use
the logo.
It is therefore necessary to be very ca-
reful when choosing, for each case, the
most fitting logo version and not alter
it. The directives in this manual must
always be followed.
Incorrect usesAs a rule, any form of logo other
than those already stated as
correct is considered incorrect.
Do not deform the logo. It must not be
made narrower, stretched, nor should
the proportions of any of its elements be
changed.
Do not change the logo’s colors. Only
the indicated colors should be used. Its
shade must not be varied, nor should
colors other than the ones that it has be
applied to the logo’s elements.
Do not convert the colors of one color
system to another: The color logo must
not simply be transformed into black and
white or from RGB to CMYK. Nor should
the conversions to CMYK suggested by
the Pantone® color library be used. The
color compositions indicated in this ma-
nual will be used in all cases. Color Black and white Black and white
B
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Ilion Animation Studios. Graphic identity manual
Logotype 1.4
When the Ilion logo has to be used on
a flat color background, the color logo
will be used provided its visibility and
contrast are not compromised.
Color or photographic backgroundsIf the background is too dark for the
logo to contrast, the negativized ver-
sion will be used. The logo version that
contrasts the most must always be used.
If the background color provides an
unpleasant or insufficient contrast, a
black logo will be used.
Use of the logo directly on a photo
must be avoided. If necessary, it will be
done by achieving the best contrast and
choosing a uniform background. The
photo will be reframed or touched up if
necessary.
B
B B B B
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Ilion Animation Studios. Graphic identity manual
Logotype 1.5
The safety area is the area that must
always remain clear around the logo
to guarantee visibility. Texts, images or
other elements unconnected to the logo
must remain outside this area. The dis-
tance between the logo and a document
margin must also not be less than the
protection area.
Safety area
Typographical logo
The safety margins will have the same
measurement as the logo height (X). For
the logo without a tag, 1/4 of the logo
width will be calculated as the margin.
Horizontal logo
The logo’s horizontal version limits (with
or without tag) form a 4x1 rectangle.
The safety margins will correspond to
one third (X/3) of the logo (X) height.
Centered logo
Ilion’s logo forms a perfect square. The
safety area will be 1/4 of side “X” of
this imaginary square (X/4). For the logo
without a tag, “X” will only refer to the
logo’s width.
X
X
X
X
X/4
X/4
X
X/4
X/4
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Ilion Animation Studios. Graphic identity manual
Logotype 1.6
There is no maximum size for repro-
ducing the logo beyond the media’s
limitations. In the other direction, the
minimum size is limited by its legibility.
That is why care must be taken not to
reduce it to sizes where legibility begins
to be difficult.
MINIMUM recommended size.
Should it be necessary to reproduce the
brand beneath the indicated sizes, the ver-
sion WITHOUT A TAG will always be used.
Minimum size
2,5cm2cm 3cm
B
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Ilion Animation Studios. Graphic identity manual
Logotype 1.7
The centered logo may be placed cente-
red or in the lower right corner.
The horizontal logo will always be placed
in the lower left corner, or exceptionally
in the upper left corner.
As for its size with respect to the total
layout format, the proportions indicated
below must be used for each type of
piece or layout:
Logo positionHigh formats: At the
very least, 10% of the
height for the hori-
zontal logo and 15%
for the vertical logo.
Oblong formats: At the very
least, 15% of the height for
the horizontal logo and 20%
for the vertical logo.
A4
15%10%
100% 100%
15%10%
100% 100%COLUMN COLUMN
A4
20%
100%
15%
100%
15%
100%
20%
100%BANNER
A4
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Ilion Animation Studios. Graphic identity manual
Logotype 1.8
Logo composition with contact infor-
mation. Address, telephone number and
fax will be composed in Frutiger Roman
of at least 7 pt. The URL (www.ilion.com)
will be composed in Frutiger bold at the
same size as the rest of the information.
When dealing with a personal letter-
head, the name and surnames will be re-
produced in Meridien Medium, and 2 pt
bigger than the rest of the information.
All of the text will be black except for
proper names, e-mail addresses and
Ilion’s URL which will be corporate blue
(Pantone® 300 or equivalent). Ilion’s
address and contact information must
be used consistently. This is because in
doing so, we will not only achieve iden-
tification of all graphic pieces and ena-
ble contact with Ilion, we will also make
our designs visually “previewable”. They
will therefore be recognizable as pieces
created by Ilion.
LetterheadCentered composition Justified composition Personalized letterhead
Nombre ApellidoDenominación del cargo
C/ Caléndula 93, edif. H
28109 Alcobendas, Madrid, España
Tel. {+34} 916 585 106
Fax. {+34} 916 508 778
www.ilion.com
C/ Caléndula 93, edif. H28109 Alcobendas, Madrid, Españawww.ilion.com
C/ Caléndula 93, edif. H
28109 Alcobendas, Madrid, España
Tel. {+34} 916 585 106. Fax. {+34} 916 508 778
www.ilion.com
C/ Caléndula 93, edif. H
28109 Alcobendas, Madrid, España
Tel. {+34} 916 585 106
Fax. {+34} 916 508 778
www.ilion.com
C/ Caléndula 93, edif. H. 28109 Alcobendas, Madrid, España
Tel. {+34} 916 585 106. Fax. {+34} 916 508 778
www.ilion.com
Oblong composition
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Ilion Animation Studios. Graphic identity manual
Colors2
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Ilion Animation Studios. Graphic identity manual
Colores 2.1
The corporate colors are black and the
blue in the symbol with special predomi-
nance of blue.
Ilion’s color palette is made up of 3 com-
plementary shades: light blue, sand and
magenta. This palette is broad enough
to give flexibility to Ilion’s graphic com-
munication.
According to the reproduction system
used, the colors will have particular
values. In this chart, we can see the com-
position values for each one of them.
Only primary colors have an equivalen-
ce in black and white and in pantones.
Should more colors be added, it will
always be printed in four color printing
(CMYK).
Primary and secondary colors PANTONE® 4-Color Process (CMYK) RGB Black and white
Ilion blue PANTONE® 300 C100 M50 Y0 K10 R10 G80 B150 100% black
Black PANTONE® Process Black C0 M0 Y0 K100 R0 G0 B0 100% black
Light blue –––– C0 M0 Y0 K0 R108 G169 B223 ––––
Sand –––– C30 M25 Y40 K0 R185 G181 B155 ––––
Magenta –––– C30 M70 Y0 K0 R165 G100 B156 ––––
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Ilion Animation Studios. Graphic identity manual
Colores 2.2
The graphic offers an orientation entai-
ling the approximate proportion of use
of each color in graphic design. With the
exceptions that each specific design may
impose, it is necessary to try to stick to this
color harmony. As a rule, no other color
besides the five colors indicated must be
used in Ilion’s graphic communication.
The colors of Ilion’s palette may be used
in different gradations of intensity if
deemed proper.
Ilion blue: 28%
Light blue: 6%
Sand: 4%
Magenta: 2%
White: 60%
Colors:
Standards for use
100% 80% 60% 40% 20%
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Ilion Animation Studios. Graphic identity manual
Typography3
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Ilion Animation Studios. Graphic identity manual
Typography 3.1
The corporate typefaces are Meridien
and Frutiger.
Meridien Medium is the logo’s typeface.
It will be used for titles or highlighted
texts. Not recommended for reading
due to its thickness. It would make it too
heavy in extensive texts.
Frutiger 55 Roman is the complementary
typeface. Because of its legibility, it will
mainly be used for reading texts. Frutiger
65 Bold will be used to highlight words.
Typefaces
Frutiger
Meridien
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ
abcçdefghijklmnñopqrstuvwxyz
01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ
abcçdefghijklmnñopqrstuvwxyz
01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ
abcçdefghijklmnñopqrstuvwxyz
01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
Meridien Medium
Frutiger 55 Roman
Frutiger 65 Bold
As with the logo, the corporate ty-
peface must not be modified or de-
formed. Editing program styles such
as cursive, boldface, shadowing, etc.
must also not be applied.
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Ilion Animation Studios. Graphic identity manual
The typefaces available in most compu-
ters’ systems make up a very short list. On
the other hand, the typefaces designed
for onscreen reading do not normally
yield good results on paper. That is why it
is necessary to use two fonts to substitute
the corporate typefaces, mainly for use
on Internet. These typefaces are Georgia
to substitute Meriden and Verdana to
substitute Frutiger.
Typography 3.2
Verdana
Georgia
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ
abcçdefghijklmnñopqrstuvwxyz
01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ
abcçdefghijklmnñopqrstuvwxyz
01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú Georgia regular
Verdana regular
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ
abcçdefghijklmnñopqrstuvwxyz
01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
ABCÇDEFGHIJKLMNÑOPQRSTUVWXYZ
abcçdefghijklmnñopqrstuvwxyz
01234567890 ?¿¡!ŒÆfifl£$äëöóáéíú
Frutiger 55 roman
Meridien medium
Types of substitution
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Ilion Animation Studios. Graphic identity manual
Sizes
For reading text, we do not use sizes
beneath 8 points.
Titles must have approximately a size
twice as large as the text they accom-
pany, and they will preferably use corpo-
rate blue.
Line spacing
In Microsoft Word, medium line spacing will
be used. In programs where it is possible to
specify the line spacing size in points, it will
be at least 4 pt more than the text size. For
instance, for an 8 pt text, a line spacing of
+4pt (12pt) would be needed.
Typography 3.3
Lorem ipsum dolorLorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam laoreet porta
lectus. Suspendisse vitae dolor sed orci pharetra feugiat. Class aptent taciti so-
ciosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Curabitur
congue neque hendrerit lectus. Proin rhoncus. In convallis ultricies orci.
Meridien medium, 18pt
Frutiger 55 roman, 8pt
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam laoreet porta
lectus. Suspendisse vitae dolor sed orci pharetra feugiat. Class aptent taciti so-
ciosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Curabitur
congue neque hendrerit lectus. Proin rhoncus. In convallis ultricies orci.
Frutiger 55 roman, 8pt
Interlineado 14pt (+6pt)
Text composition
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Ilion Animation Studios. Graphic identity manual
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Nullam laoreet
porta lectus. Suspendisse vitae dolor sed orci pharetra feugiat. Class aptent
taciti sociosqu ad litora torquent per conubia nostra, per inceptos hime-
naeos. Curabitur congue neque hendrerit lectus.
Proin rhoncus. In convallis ultricies orci. Duis velit felis, convallis eget, ma-
lesuada in, facilisis sit amet, augue. Aliquam risus nibh, laoreet quis, ve-
nenatis in, rhoncus non, ipsum. Duis eros ipsum, eleifend non, sodales a,
sollicitudin nec, ipsum. Sed eu ligula non dolor dictum dictum. Class aptent
taciti sociosqu ad litora torquent per conubia nostra, per inceptos hime-
naeos. Aliquam eu velit. Nunc aliquet lectus ac tellus. Pellentesque nulla
velit, ultrices quis, pellentesque in, tempor at, quam. Nam nisi tellus, tinci-
dunt pellentesque, mattis elementum, hendrerit sit amet, massa. Sed por-
ta. Sed sollicitudin interdum sapien. Lorem ipsum dolor sit amet, consecte-
tuer adipiscing elit. Aliquam ornare. Pellentesque habitant morbi tristique
senectus. Suspendisse potenti.
Lorem sit amet Lorem ipsumLorem ipsum dolor sit amet, consectetuer adipiscing
elit. Nullam laoreet porta lectus. Suspendisse vitae
dolor sed orci pharetra feugiat. Class aptent taciti
sociosqu ad litora torquent per conubia nostra, per
inceptos himenaeos. Curabitur congue neque hen-
drerit lectus. Proin rhoncus. In convallis ultricies orci.
Duis velit felisDuis velit felis, convallis eget, malesuada in, facilisis
sit amet, augue. Aliquam risus nibh, laoreet quis,
venenatis in, rhoncus non, ipsum. Duis eros ipsum,
eleifend non, sodales a, sollicitudin nec, ipsum. Sed
eu ligula non dolor dictum dictum. Class aptent taciti
sociosqu ad litora torquent per conubia nostra, per
inceptos himenaeos.
Having different typefaces gives enough
versatility to edit all types of texts.
Although we recommend to not vary
the size of the main reading text, it
is possible to use different headline
sizes to organize the information into
hierarchies. It is recommendable for the
smallest headline to be at least twice
the size of the reading text.
Typography 3.3
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Graphic branding elements4
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Branding elements 4.1
Supplementary graphic elements. These
graphic motifs are derived from the Ilion
horse lines. Its rounded forms mean a
good contrast to the typeface’s most
serious character. They may be used to
highlight, frame texts or create spaces
within a layout.
It may be used in the corporate colors
or hues of these colors, including black
(grays).
There are two types of elements: banners
and frames.
B
Banner 1 Banner 2
Branding elements:
BannersBanners will always be pla-
ced horizontally on one of
the sides of the piece bleed
(up to the edge).
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Ilion Animation Studios. Graphic identity manual
Branding elements 4.2
Frames will always be used so that they
fit on the page by cropping a part of
them so that the complete contour is
never seen.Frame 4Frame 3Frame 2Frame 1
B BB
Branding elements:
Frames
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Ilion Animation Studios. Graphic identity manual
Technical vocabulary5
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Technical vocabulary 5
Alignment: Way of placing the vertical
edge of a text column: left alignment,
right alignment, justified, etc.
Black and white: “Black and white”
must be differentiated in the strictest
sense (use of 100% black and 100%
white without intermediate shades)
from black and white with half tones,
that is, using gray shades from the
color black.
Character: Sign of any writing system.
CMYK: Initials of the 4 basic colors of four
color printing: Cyan, Magenta, Yellow and
Black (see “Four color process”).
Four color process: “Full color” repro-
duction, also called CMYK. The value of
a CMYK color is expressed with four per-
centages, one for each color. This is the
most common reproduction system.
Interlettering: Space between letters.
Line spacing: Space between the base line
of a line of text and the next line’s baseline.
Pantone®: Also called “flat ink”. The co-
lors of the Pantone® range are numbered
and catalogued.
Point: Typographical unit of measurement
equivalent to 0.35mm.
RGB (Red, Blue and Green): Color system
for screens made up of 3 colors: red (R),
blue (B) and green (G). It is applicable in
audiovisual media and multimedia.
Flat ink: See Pantone®.
Type: Term used to designate all of the
different styles of letters in typography.
Typography: Typography is basically a
specific design of a letter. A distinction
must be made between typographical
“family” and “typography”.
Glossary
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C/ Caléndula 93, edif. H
28109 Alcobendas, Madrid, España
Tel. {+34} 916 585 106. Fax. {+34} 916 508 778
www.ilion.com
MANUAL ILION 2 ENGLISH.indd 25 5/11/08 19:09:20
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