Booth Guidelines - Brand Center · 2019-03-08 · Illuminated reverse cut-out logo sign Illuminated...

Booth Guidelines

contents1 — Total Sign/ Composition / Clear Space and Minimum Size / Monochrome and Negative Space Versions / Incorrect Usage / Construction Methods/ Reverse Cut-Out – Illuminated/ Reverse Cut-Out – Illuminated - Details / Dimensional – Illuminated / Dimensional – Illuminated - Details / Dimensional – Illuminated - Speci�cities / Exceptions / Incorrect Usage

2 — Color Palette / Color palette / Color Organization Rules / Color References

3 — Typefaces

/ Typefaces

/ (Excluding advertising) Header-positioned gradient bands / Headline placement// (Excluding advertising) Header-positioned gradient bands / Standardization / Portrait formats// (Excluding advertising) Header-positioned gradient bands / Standardization / Landscape formats / (Excluding advertising) Footer-positioned gradient bands / Layout/ (Excluding advertising) Footer-positioned gradient bands / Headline placement/ (Excluding advertising) Footer-positioned gradient bands / Standardization / Portrait formats/ (Excluding advertising) Footer-positioned gradient bands / Standardization / Landscape formats

5 — The hanging banners / Standardization / Alternative versions

6 — Branded Furniture / Lectern / Reception Desk / Conference table or Desk/ Display Stands / Small Stands

4 — The posters/ Formats

/ (Excluding advertising) Header-positioned gradient bands / Layout

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Booth Guidelines | 2


1 — Total Sign The Total logo is used as a sign to make booths visible from afar.This section outlines how to enlarge the logo while retainingits legibility and impact.

Le nomLe symbole

1 — Total Sign / Composition

The Total logo is used as a sign to make booths visible from afar.Do not change the composition of the logo (symbol and typeface), or attempt to redesign it under any circumstances.Be careful to reproduce the logo in full compliance with guidelines.

The logo is primarily used in color regardless of the medium (CMYK, Pantone, RGB, etc.). The monochrome version is only used on an exceptional basis.

The logo is made up of two components:- The energy sphere symbol.- The Total name.

Logo in sign format

Symbol Name


1 — Total Sign / Clear Space and Minimum Size

Clear Space: A clear space is left around the logo to protect readability. The clear space area is standardized in line with the size of the logo. It must be free of graphic components, such as objects and text. The clear space is measured using the capital letter T, as shown below.

Minimum size:The logo is used in sign format to make visible booths stand out at events. It should be visible from afar without being oppressive, excessive or aggressive.To protect readability, do not reduce the logo below the minimum size defined below.

Clear space Minimum size

1/2X

1/2X

1/2X

1/2X

0,60 m

x


The monochrome versions of the energy sphere have a slightly different design, with the edges of the energy rays left visible to conserve the same overall appearance. Use the monochrome design for all versions of the energy sphere without color.

1 — Total Sign / Monochrome and negative Space Versions

The monochrome and negative space versions of the logo are reserved for special applications, such as when the logo is cut out, engraved or embossed.

Monochrome logo Negative space logo


1 - Do not use the grayscale version of the logo for signs.

2 - Do not convert the logo into one solid color.Use the standard monochrome version instead.

3 - 4 - Never use a gray or white logo on a white background for signs.

Examples of incorrect usage

1.

3.

2.

4.

1 — Total Sign / Incorrect Usage


1 — Total Sign / Construction Methods

Illuminated reverse cut-out logo sign Illuminated dimensional logo sign

The logo can be turned into a sign using either reverse cut-out or dimensional lettering techniques depending on the desired effect.The sign is always illuminated, either internally by a light box or externally to make the background appear a brilliant white, as opposed to gray.

Always use the logo against a background no smaller than the clear space.


1 — Total Sign / Reverse Cut-Out - Illuminated

Front view

When making the sign, always cut the logo from a white substrate, regardless of whether it is flat, spherical, curved, etc.Then, behind the white substrate, place a sheet of white diffuser PMMA* bearing the logo in translucent colored adhesive film.

Exceptionally on this support, the logotype will be located at a space of 1/ 3x from the top and bottom edge.

Lighting:Light box.

Minimum size:The logo is used to make visible the booth stand out at events. It should be visible from afar without being oppressive, excessive or aggressive. To protect readability, the logo should only be used within the minimum andmaximum sizes.

3D view

Reverse cut-out symbol and name

Minimum substrate height (logo height +logo clear space height)

Logo clear space

TH

TH = Total heightH = Logo height

xH

1/2X

1/2X

1/3X

1/3X

1/3X

1/3X

1/2X

1/2X

LX

* PMMA: Acrylic glass(made by Altuglas, Plexiglas and Diakon)



1

33

2

2

Assembly detail

Assembly:1. Sign substrate with the reverse cut-out logo.2. White diffuser PMMA* backing;3. Translucent colored adhesive film (see page 18 for colors).

Minimum size: The logo is used to make the booth stand out at events. It should be visible from afar without being oppressive, excessive or aggressive.To protect readability, the logo should only be used within the minimum and maximum sizes.

1 — Total Sign / Reverse Cut-Out - Illuminated - Details

* PMMA: Acrylic glass (made by Altuglas,Plexiglas and Diakon)



1/2X

1/2X

1/3X

1/3X

1/3X

1/3X

1/2X

1/2X

L

X

Logo clear space

H

Symbol and name in dimensional lettering

Minimum substrate height (logo height + logo clear space height)

TH

TH = Total heightH = logo heightFront view

When making the sign, always place the logo on a white substrate, regardless of whether it is flat, spherical, curved, etc.

Always use dimensional lettering for the sign.

Exceptionally on this support, the logotype will be located at a space of 1/ 3x from the top and bottom edge.

Lighting :Light box.

Minimum size: The logo is used to make visible the booth stand out at events. It should be visible from afar without being oppressive, excessive or aggressive.To protect readability, the logo should only be used within the minimum and maximum sizes.

1 — Total Sign / Dimensional - Illuminated

3D view

Always use the logo against a background no smaller than the clear space


1

33

2

2

Assembly

1 — Total Sign / Dimensional - Illuminated - Details

Assembly:1. Light box substrate with symbol and letters cut out.2. Symbol and letters cut from white diffuser PMMA* and inserted into the holes in the substrate (1) so that they protrude beyond the surface.3. Translucent colored adhesive film (see page 18 for colors).

* PMMA: Acrylic glass (made by Altuglas, Plexiglas and Diakon)


Sign size Energy sphere + Total typeface

Guidelines for sign length and logo component thickness.

1 — Total Sign / Dimensional - Illuminated - Speci�cities

Lenght

0,60 m to 1 m

1 m to 2 m

2 m to 3 m

3 m +

Thickness PMMA support

5 to 10 mm

10 to 20 mm

20 to 50 mm

50 mm minimum*

* Depending on sign height: the higher the sign is installed, the thicker the components can be.

These guidelines apply only to the sign, not to the furniture.

L


For optimum readability, we recommend ensuring there is sufficient contrast between the logo and the background.

A white logo on a gray, metal or wooden background may be used for the sign in exceptional circumstances.

1 — Total Sign / Exceptions

Sign on gray background Sign on metal background Sign on wooden background

The sign may be made using either flat or dimensional lettering techniques, depending on the desired effect.It is always illuminated.

The monochrome versions of the energy sphere are slightly different (see page 6).


1 — Total Sign / Exceptions

Illuminated reverse cut-out vertical sign Illuminated dimensional vertical sign

Exceptionally, the logo may be used vertically for wall and furniture branding. The rules governing its reproduction are the same as when used horizontally.This logo is used for Total M&S marketing purposes.

Depending on the desired effect, it may be made using either reverse cut-out or dimensional lettering.It is always illuminated by a light box.



Clear space

X

½ X½ X

½ X ½ X

1 — Total Sign / Incorrect U sage

1. Gray on white background.

2. White on white background.

3. Excessive letter thickness making the logo hard to read.

4. Logo without background (protruding over top of wall).

Examples of incorrect usage

1. 3.

2. 4.


Charte Stand | 17 Booth Guidelines | 17

2 — Color Palette The brand's color palette is a strong identifier and plays a large role in brand recognition.Our aim is to reduce our palette and focus on the colors in the logo.

Pantone® 2424CC82-M19-Y100-N7R37-V139-B3


BRAND COLORS PALETTE


LevelBrand-identifying color

1

Brand colors palette - November 2018 |

Level 1 consists solely of the Total red, thebrand-identifying color we need to capitalize on.The Total red must be found in everything we produce,even if only in small touches, so that our targetaudiences instantly realize that it’s a Total document.

Level 2




Pantone® Warm Gray 9CC43-M44-Y47-N31R126-V111-B102


Reserved for activities related to renewable energies or eco-res-

ponsible

Recommended for digitalNot recommended for digital

Reserved for Total Foundation Forest &

Climate theme

Supporting colors (these colors must always be accompanied by Total Red)

abcdefghijklmn opqrstuvwxyz


3 — Typefaces Typefaces are strong brand identifiers.We have chosen to reduce the number of typefaces used to improve consistency across media and boost brand recognition.

3 — Typefaces

Museo Sans 100Museo Sans 100 Italic



Museo Serif 300Museo Serif 300 Italic



Two typeface families and their variants are recom-mended when creating signs and communications material.

• Helvetica Neue is the main typeface.It must be used for headings to guarantee consistency across all media. It may also be used for all other types of text, such as headings, subheadings and ordinary text.

• Helvetica Neue Condensed is primarily used when there are restrictions such as in areas with size limits or captions for diagrams, data visualizations, etc.

• Museo, which comes in serif and sans serif versions, may be used on displays and banners, either alone or with Helvetica Neue to structure the text and direct reading.

Helvetica Neue 47 Light Condensed Helvetica Neue 47 Light Condensed ItalicHelvetica Neue 67 Medium Condensed Helvetica Neue 67 Medium Condensed italicHelvetica Neue 77 Bold CondensedHelvetica Neue 77 Bold Condensed italic

Secondary typefaces

Helvetica Neue 45 LightHelvetica Neue 45 Light ItalicHelvetica Neue 55 RomanHelvetica Neue 55 Roman italicHelvetica Neue 75 BoldHelvetica Neue 76 Bold italic

Primary typefaces


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4 - The posters The impact of our communications and messages will depend on the consistency in our brand codes application. In this chapter, the rules for non-advertising display are detailed.

4 — The posters / Formats

4x3meters

400x600mm

600x800mm

The Group’s graphic style draws its strength from consistent application across all media. For this reason, graphic style has been defined and standardized for all the formats presented below.

These standards may also apply to other formats. In this case, apply the standards for the format closest to the one you want to use.


4 — The posters / (Excluding advertising) Header-positioned gradient bands / Layout

LOREM IPSUMSIT AMET, CONSECTETUR ADIPISCING

NAME OF THE BUSINESS

1

2

4

5

6

7

3

Mandatory components

These general guidelines are applied in conjunction with specific standards for different formats. The visual and layout

are provided as an example.

Photos taken from Total’s photo library.

1 The logotype The standard four-color logotype must be placed on his transparent gradient band.

2 The gradient band The only mandatory band is the one that contains the logotype : - Transparent on a visual or a solid color, - Gray on a white background.

3 Visual or color background The visual, which reflects the topic covered on the document, must comply with the style criteria provided on “visuals”.

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4 Headline The headline is written in one of the typefaces of the group. It should preferably be written in all caps. Guidelines for title positioning are in line with the format.

5 Headline band Depending on the background visual, the headline can be placed on a transparent gradient band to optimize readability.

6 Affiliate and partner logos When the logos need to appear, they are placed in the lower part of the document, on a transparent gradient band.

7 Name of the business When the name of an individual business needs to appear, it is printed in white Helvetica Neue Bold font, in white and installed in the lower part of the document, on a colored band from “the color palette 2”, but preferably in red.

Optional components


4 — The posters / (Excluding advertising) Header-positioned gradient bands / Headline placement


LOREM IPSUMSIT AMET, CONSECTETUR ELIT LOREM ADIPISCING

LOREM IPSUMNEC DOLORESCONSECTETUR ADIPISCING

DOLOR SIT AMET, CONSECTETUR

ADIPISCING ELIT LOREM

1 2


3


4 5

Headline placement

The headline can be in one or two colors from the color palette.

The headline can be installed directly on the visual (1), on a transparent gradient band (2), or on a monochrome solid color (3, 4, 5). Its height and placement vary according to the creation.

The visual and layout are provided as an example.


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4 — The posters / (Excluding advertising) Header-positioned gradient bands / Standardization / Portrait formats



1/20 of H

1/10 of HThe Total logotype gradient band contains nothing else but the logotype.

1/30 of H

variable

variable

variable

Text blocks justified left and alignedwith the stem of the first “T” in Total

1

2

3

4 1/3 of b

1/15 of H1/4 of h

Portrait formats

The position of the graphic style components of the posters is shown below. The visual and layout



1 Total logotype gradient band - Template never changes- Logotype size never changes

2 Headline and headline band- Band optional- Position may vary- Template may vary- Typeface of the group- Type size may vary

Optional3 Additional logos and

band containing the logos- Logos justified right - Transparent gradient band,

from right to left

Optional4 Name of the business

and band containing the name- Band color may vary - Helvetica Neue Bold - White color

KeyH: Height of the document.h: Height of the band on which

the subsidiary’s logo appears.b: Height of the band on which

the name of the business appears.

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4 — The posters / (Excluding advertising) Header-positioned gradient bands / Standardization / Landscape formats



1/15 of H


variable

variable

variable

Text blocks justified left and alignedwith the stem of the first “T” in Total

1/11 of H

1/20 of H

1/4 of h

1/3 of b

2

3

4

1

Landscape formats






Optional3 Additional logos and

band containing the logos- Logos justified right - Transparent gradient band,

from right to left



KeyH: Height of the document.h: Height of the band on which

the subsidiary’s logo appears.b: Height of the band on which


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4 — The posters / (Excluding advertising) Footer-positioned gradient bands / Layout

LOREM IPSUMDOLOR SIT AMET LOREM

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent convallis convallis hendrerit. Nam tincidunt commodo aliquet. Duis interdum lectus eget nibh hendrerit tempus. Donec in mi ante. Nullam venenatis vestibulum risus ac vestibulum. Donec porttitor condimentum dictum.


2

3

4

5

6

7

1

Mandatory components

These general guidelines are applied in conjunction with specific standards for different formats. The visual and layout



1 Visual or color background The visual, which reflects the topic covered on the document, must comply with the style criteria provided on “visuals”.

2 The logotype The standard four-color logotype must be placed on his transparent gradient band.

3 The gradient band The only mandatory band is the one that contains the logotype : - Transparent on a visual or a solid color, - Gray on a white background.

4 Headline The headline is written in one of the typefaces of the group. It should preferably be written in all caps. Guidelines for title positioning are in line with the format.

5 Affiliate and partner logos When affiliate and partner logos must appear, they are positioned beneath the headline, on a transparent gradient band.

6 Body copy Body copy is set in the typeface used for the headline or another typeface that will produce a harmonious result.

7 Name of the business When the name of an individual business needs to appear, it is printed in white Helvetica Neue Bold font, in white and installed in the lower part of the document, on a colored band from “the color palette 2”, but preferably in red.

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Optional components


4 — The posters / (Excluding advertising) Footer-positioned gradient bands / Headline placement

Headline placement

The headline can be in one or two colors from the color palette.

The headline can be installed directly on the visual (1), on a transparent gradient band (2), or on a monochrome solid color (3, 4, 5). Its height and placement vary according to the creation.

The visual and layout are provided as an example.


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1 2 3 4 5


LOREM IPSUMDOLOR SIT AMET LOREMLOREM IPSUMDOLOR SIT AMET LOREM


LOREM IPSUMDOLOR SITAMET LOREM


1 2 3 4 5

LOREM IPSUMDOLOR SIT AMET LOREMLOREM IPSUMDOLOR SIT AMET LOREMLorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent convallis convallis hendrerit. Nam tincidunt commodo aliquet. Duis interdum lectus eget nibh hendrerit tempus. Donec in mi ante. Nullam venenatis vestibulum risus ac vestibulum. Donec porttitor condimentum dictum.

LOREM IPSUMDOLOR SIT AMET LOREMLOREM IPSUMDOLOR SIT AMET LOREMLorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent convallis convallis hendrerit. Nam tincidunt commodo aliquet. Duis interdum lectus eget nibh hendrerit tempus. Donec in mi ante. Nullam venenatis vestibulum risus ac vestibulum. Donec porttitor condimentum dictum.

LOREM IPSUMDOLOR SIT AMET LOREMLorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent convallis convallis hendrerit. Nam tincidunt commodo aliquet. Duis interdum lectus eget nibh hendrerit tempus. Donec in mi ante. Nullam venenatis vestibulum risus ac vestibulum. Donec porttitor condimentum dictum.




4 — The posters / (Excluding advertising) Footer-positioned gradient bands / Standardization / Portrait formats


NAME OF THE BUSINESS4

3

2

1 variable

variable

variable

variable

1/20 of H


1/10 of W

1/30 of H1/3 of b

Portrait formats





Optional2 Body copy- Optional




KeyW: Width of the document. H: Height of the document.b: Height of the band on which


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4 — The posters / (Excluding advertising) Footer-positioned gradient bands / Standardization / Landscape formats




variable

variable

variable

variable

1/20 of H


1/15 of W

1/30 of H1/3 of b4

3

2

1

Landscape formats




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Optional2 Body copy- Optional




KeyW: Width of the document. H: Height of the document.b: Height of the band on which



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5 - The hanging banners Truly fundamental tool of visibility, kakemonos must respect the rules of our brand codes use for an optimal impact.

5 — The hanging banners / Standardization

IPSUM DOLORE SIT AMETCONSECTUR DEM APRES ILOM


LOREM IPSUM

1/20 of H

1/20 of H

1/20 of H

variable

variable

1/10 of H

Text blocks justified left and aligned with the symbol

2

1

3

4

Width 800 x height 2000 mm

The position of the graphic style components of the hanging banners is shown below.

KeyH: Height of the document The visual and layout




2 Title and title band- Band optional- Position may vary- Template may vary- Typeface of the group- Type size may vary

3 Secondary text- Position may vary- Template may vary- Typeface may vary- Type size may vary


and band containing the name- Band color may vary - Helvetica Neue Bold - Size 110 point - White color

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5 — The hanging banners / Alternative versions

LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT.LOREM IPSUM DOLOR SIT AMET, CONSECTETUR ADIPISCING ELIT. MAURIS NON MAGNA A EST LUCTUS ADIPISCING AT VITAE IPSUM. FUSCE SIT AMET ENIM QUIS MAURIS SUSCIPIT ULTRICES.


LOREMIPSUMIPSUM DOLORE CONSECTUR DEM APRES ILOM

APRIL 20-26, 2017


IPSUM DOLORE CONSECTUR DEM APRES ILOM

LOREMIPSUMSIT AMETAPRIL 20-26, 2017


IPSUM DOLORE CONSECTUR DEM APRES ILOM

APRIL 20-26, 2017

LOREM IPSUM

LOREM IPSUM

Width 800 x height 2000 mm

The position of the graphic style components of the hanging banners is shown below. The visual and layout



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5 — The hanging banners / Alternative versions

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Example on 1 m x 2 m banners

Banner with the logo featured in staggered rows as shown below.- Aluminum retractable structure.- Front only.- Digital printing.

Readable area

576 mm

1/2X

1/2X

1/2X

1/2X

x

x

x

Ht

Clear space

Logo

1000 mmExample on a banner 1 m wide x 2 m high



Displaying the Total logo or brand-block on booth furniture allows visitors to identify all physical items with the brand. When used sparingly, branded furniture creates harmony while making the brand visible, recognizable and accessible.

06 — Branded Furniture

6 — Branded Furniture / Lectern

Example on a white 0.6 m x 1.17 m lectern.

Logo usage guidelines:

• Location: At the top of the lectern, half of the total height (total height (TH) = logo + clear space) from the top, as shown in the diagram below.

• Alignment: Centered.

• Logo size: The clear space should be two-thirds as wide as the lectern.

For example, if the lectern is 60 cm wide, the clear space should be 40 cm wide.

Materials: Colored adhesive film.

Example on a 60 cm wide lectern

Example of logo usage

Straight and centered

0 1

Echelle

1/2 Ht

60 cm

52 cm

1/2X

1/2X

1/2X

1/2X

x

x

x

Ht

Zone de protectionLogotype

Scale

Clear space


0 1

Echelle

1/2 Ht1/2 Ht

1/2X

1/2X

1/2X

1/2X

x

x

x

Ht

Zone de protection

Logotype

6 — Branded Furniture / Reception Desk

Examples on white reception desks (1.5 m x 1.1 m and 3 m x 1.1 m).


• Location: At the top of the reception desk, half of the total height (total height (TH) = logo + clear space) from the top, as shown in the diagram below.

• Alignment: For very long reception desks, the logo should be straight and centered or, exceptionally, straight and positioned on the left or right depending on the desk design (storage areas, cupboards, shelves).

• Brand-block size: Half as wide as the reception desk.


Examples on white reception desks (1.5 m x 1.1 m and 3 m x 1.1 m)

Straight and centeredStraight and centered

Example of logo usage

VIS

UE

L N

ON

CO

NT

RA

CT

UE

L

0 1

Echelle

1/2 Ht

60 cm

52 cm

1/2X

1/2X

1/2X

1/2X

x

x

x

Ht


Scale

Clear space


0 1

Echelle

1/2 Ht

1/2X

1/2X

1/2X

1/2X

x

x

x

Ht

Zone de protection

Logotype

6 — Branded Furniture / Conference Table or Desk

Examples on white furniture.


• Location: At the top of the conference table or desk, half of the total height (total height (TH) = logo + clear space) from the top, as shown in the diagram below.


• Brand-block size: Between half and one third as wide as the conference table or desk (depending on its size).


Example of position 1 on a 1 m x 0.75 m unit Example of position 1 on a 3 m x 0.75 m unit

Straight and centered Straight and centered

0 1

Echelle

1/2 Ht

60 cm

52 cm

1/2X

1/2X

1/2X

1/2X

x

x

x

Ht


Scale

Clear space


1/2 Ht

1/2 Ht

1/2 Ht

1/2X

1/2X

1/2X

1/2X

x

x

x

Ht

Zone de protection

Logotype

6 — Branded Furniture / Display Stands

Examples on white display stands of various formats (for information purposes only).


• Location: At the top of the display stand, half of the total height (total height (TH) = logo + clear space) from the top, as shown in the diagram below.


• Logo size: Half as wide as the display stand.


Examples on different sized display stands

1 m x 0.5 m display stand 0.8 m x 1.2 m display stand1 m x 1 m display stand

Position the logo in a way that best suits the object being displayed.If several display stands of different sizes are being used in one area, we recommend using the same size logo on all stands.

0 1

Echelle

1/2 Ht

60 cm

52 cm

1/2X

1/2X

1/2X

1/2X

x

x

x

Ht


Clear space


6 — Branded Furniture / Small Stand

Examples on small white stands


• Location: At the top of the stand, half of the total height (total height (TH) = logo + clear space) from the top, as shown in the diagram below.

• Alignment: Centered.• Logo size: The clear space should be two-thirds as wide as the stand.For example, if the stand is 27 cm wide, the clear space should be 18 cm wide.

Example on 27 cm wide stands

Position the logo in a way that best suits the object being displayed

1/2 Ht

27 cm

19 cm

1/2X

1/2X

1/2X

1/2X

x

x

x

Ht

Zone de protection

Logotype

Clear space


Booth Guidelines - Brand Center · 2019-03-08 · Illuminated reverse cut-out logo sign Illuminated...

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