BRAND IDENTITY GUIDELINES · Colour Options The Natrad character may appear in either Black & White...

BRAND IDENTITY GUIDELINES JULY 2014

Natrad Brand Identity Guidelines © 2014

Natrad is an iconic brand in the automotive and industrial cooling industry. This

success is attributed to an established history and ongoing consistent advertising

throughout many years.

The brand guide comunicates the proper usage of the Natrad brand mark and all its elements.

Correctly adhering to this guide ensures the strength in the Natrad brand and

protects the Natrad brand equity.

INTRODUCTION


NATMAN ANIMATION

The Natman is the second most important branding element.

Colour Options

The Natrad character may appear in either Black & White / Greyscale, or in the full colour version.

Where possible the Natrad character must be printed in full colour in all corporate applications.

Clear legibility must be achieved when using the Natman at all times. Legibility is achieved by maintaining good contrast between the brand mark and the background colour and not manipulating the natman from its original form.

BLACK & WHITE / GREY SCALE VERSION

BLACK & WHITE BLACK & WHITE (REVERSE)

FULL COLOUR VERSION


CORPORATE COLOURS

Colours

These four colours are used in Natrad’s branding. Please ensure the correct colours are used at all times and there are no variations. No other colours should ever be used without approval from the Natrad Brand Manager.

Print and vinyl decal colours

The colours are presented here with PMS and full colour breakdown. All colours must be correctly reproduced. The PMS code can be used when producing vinyl decals for vehicle and store branding. Alternatively an off the shelf vinyl must be matched to the PMS.

Web safe colours

Web safe colour breakdowns have been provided for use in all ‘digital’ applications including internet, intranet, user interface, etc. These colour breakdowns may also be used for powerpoint and other digitally projected presentations. Wherever possible calibrate projector to ensure accuracy of colours.

NATRAD LOGO RED

PMS 485CCMYK 0, 95, 100, 0RGB 238, 49, 36HMTL #EE3124

SPEECH BUBBLE PALE BLUE

CMYK 33, 6, 2, 0RGB 165, 209, 235HMTL #A5D1EB

NATRAD LOGO BLACK

CMYK 0, 0, 0, 100RGB 35, 31, 32HMTL #000000

GRAY

PMS 427CCMYK 0, 0, 0, 11RGB 228, 229, 230HMTL #E4E5E6

NATRAD LOGO BLUE

PMS 288CCMYK 100, 67, 0, 23RGB 0, 75, 141HMTL #004B8D


NATMAN USAGE

CLEAR SPACE GRID

1‘x’

1‘x’

1‘x’

‘x’ HEIGHT VALUE

MINIMUM SIZE

20MM

Clear space

It’s important to ensure that the Natman is protected from other competing visual elements in order to maximise its impact.

To assist with this a clear space area has been deined which keeps it free from other elements.

Minimum size

To ensure the Natman is legible in all applications it is not to be reproduced smaller than 20mm in height.


Incorrect usage

It is important to ensure that the Natrad character is protected from incorrect usage. This is vital for maintaining the integrity and impact of the Natrad brand. The character must always be used in its original form.

Demonstrated here are examples of incorrect usage and variations of the character.

The following guidelines must be adopted with logo usage:

A. Do not add on image.

B. Keep in corporate pallete range.

C. Do not alter type or change font.

D. Do not apply to similar colour background.

E. Do not put a box around logo.

NATMAN USAGE

Do not stretch or distort. Do not stretch or distort.

Do not manipulate image.Do not change colour.Do not put a box around logo.


NATRAD TYPOGRAPHY

Typography

Natrad uses the Arial Family Font which includes the regular, italic, bold, and bold italic varieties. Arial is to be used on all internal and external Natrad communications. This is a clean, modern and easy to read typeface.

AaBbCcDdEeFfGgHhIiJjkLlMm

NnOoPpQqRrSsTtUuVvWwXxYyZz







Arial

Arial Bold

Arial Italic

Arial Bold Italic


NATRAD LOGO

The Natrad logo must appear in all communications as this is the most important element.

Colour options

The Natrad brand mark with or without the tag-line may appear in either Black & White / Greyscale, or in the full colour version.

Where possible the Natrad brand mark must be printed in four colour process in all corporate applications.

Clear legibility must be achieved when using the Natrad brand mark at all times. Legibility is achieved by maintaining good contrast between the brand mark and the background colour or texture & by keeping it in its original form without manipulation.

BLACK & WHITE VERSION

FULL COLOUR VERSION


NATRAD LOGO USAGE

The Natrad logo must appear in all communications as this is the most important element.

Colour options

The Natrad brand mark with or without the tag-line may appear in either Black & White / Greyscale, or in the full colour version.

Where possible the Natrad brand mark must be printed in four colour process in all corporate applications.

Clear legibility must be achieved when using the Natrad brand mark at all times. Legibility is achieved by maintaining good contrast between the brand mark and the background colour or texture & by keeping it in its original form without manipulation. Natrad Store Name


The Trust a Specialist tagline is our brand promise. It helps us to uplift our image and reinforce that we are the industry leading radiator and auto air specialist. The Trust a Specialist tagline must appear in all communications where possible.

Colour options

The Trust a Specialist tagline may appear in either Black & White / Greyscale / Pantone, or in the full colour version.

Where possible the Trust a Specialist tagline must be printed in four colour process in all corporate applications.

Clear legibility must be achieved when using the Trust a Specialist tagline at all times. Legibility is achieved by maintaining good contrast between the tagline and the background colour or texture & by keeping it in its original form without manipulation.

TRUST A SPECIALIST TAGLINE


THE NATRAD STATIONERY

Business Cards

Great care should be taken when combining graphic elements to ensure a clear, effective message is conveyed consistently. Wherepossible applications should appear in full colour.

NAME HERE

Address

Address

Postcode

P:

F:

M:

www.natrad.com.au

Natrad Suburb

*3 YEARS NATIONWIDE WARRANTY

New Radiator Assemblies* • Oil Coolers • IntercoolersHeat Exchangers • Heaters • Air Condensers • Fuel Tanks

Aluminium Welding • Recores • Coolant • HeatersServices & Repairs • Flush & Service • Cooling System



Letterhead




Compliment Slip


“WITH COMPLIMENTS”

www.natrad.com.au



Envelope




E Mail Signature


Employee Name I Job TitleD 03 9790 4823 I M 03 9790 4823 I F 03 9795 0807

40 Overseas Drive, Noble Park, VIC 3174www.natrad.com.au


NATRAD ADVERTISING

Advertising

Great care should be taken with the layout of Natrad ads to ensure that a clear, effective message is conveyed. The blue banners on the top and bottom of the ads have to be present to keep the layout consistent. The Natrad logo, Natman, tagline and 131 number are to be placed on the upper and lower blue banners to sign off the ads.


SINGLE CAB UTE SIGNAGE

Single Cab Ute signage

The ute exterior paint must be white in colour and all branding elements must be reproduced in full colour as represented in these images.

Size and positioning of the elements should be placed exactly as these examples.

Care should be taken so that, wherever possible, the elements are never cut by door edges or other intrusions that will impair legibility.

The Natrad branch name is to appear on the front doors as shown under the Natrad logo in the corporate blue colour.

Colours and typefaces

Colours and typefaces are to be used as stated previously in these guidelines.

Natrad character and speech balloon

With different makes of vehicles, the surface panel shapes and intrusions vary, so the position of the speech balloon and Natrad character may need to be changed. Please consult Natrad head ofice for changes.

With this in mind, the Natrad character should be positioned as close as is practically possible to the speech balloon.

BRANCH NAME

www.natrad.com.au

HEATING & COOLING PARTS REPAIRS SERVICES

AUTOMOTIVE HEAVY DUTY INDUSTRIAL PERFORMANCE

TOP VIEW

REAR VIEW

RIGHT SIDE VIEW


DUAL CAB UTE SIGNAGE

BRANCH NAME

REAR TRAY VIEW

www.natrad.com.au

REAR TRAY VIEWTOP VIEW

RIGHT SIDE VIEW


SINGLE CAB TRAY SIGNAGE

REAR TRAY VIEW

LEFT SIDE VIEW

TOP VIEW


VAN SIGNAGE

BRANCH NAME

Radiators

Service

Replacements

Regas

Air Conditioning

FRONT VIEW

REAR VIEW

LEFT SIDE VIEW


SHOP DESIGN SIGNAGE

Colour and format

Natrad external shop paint colours are blue, red and grey.

Size and positioning of the brand elements should be guided by the examples shown with blue at the top which must include the Natrad logos. A grey stripe is painted in the centre and the bottom panels are red.

Care should be taken so that, wherever possible, the elements are never cut by door / window edges or other intrusions that will impair legibility.

The Natrad branch name and welcome text is to appear on the front doors as shown in white in upper case text. Garage doors are to be painted dark charcoal/dark grey.

Colours and typefaces are to be used as stated previously in these guidelines.

Natrad lifestyle images should also be displayed on the red side of the wall if it looks empty.

Natrad character and speech balloon

With different types of building, the surface panel shapes and intrusions vary, so the position of the speech balloon and Natrad character may also vary (please consult with Head Ofice for modiications)

With this in mind, the Natrad character should be positioned as close as is practically possible to the speech balloon.

Shops side design

Sides of the shop are to be painted if there is suficient space on the side of the shop, the Natrad logo should be included.

Dual Branding

Dual branding is not automatically authorised. Approval must be made by the head ofice is and how this signage will occur. If incorrect, signage is displayed, stores may be asked to remove it and replace it at their own cost.

FRONT SHOP DESIGN

FULL SHOP DESIGN

Shop Menu

Store menus may be placed left aligned in white upper case text in a red panel section at the front of the store.


NATRAD SIGNAGE (COREFLUTES)

Natrad Lifestyle and HDS Images

Natrad Lifestyle Images are to be applied on the red side of the walls where it looks empty.


SHOP INTERIOR DESIGN

Natrad Shop/Customer Area Interior Design

Natrad corfules and posters are to be displyed on interior walls.

It is imperative that your Natrad Auto Cooling Centre projects a clean and modern image at all times.

When Natrad point of sale material is provided, it must be displayed at all times.


CONTACT

Natrad Head Ofice will assist in new store designs, vehicle designs and branding enquiries.

please conact Natrad Head Ofice on 03 9795 1255

BRAND IDENTITY GUIDELINES · Colour Options The Natrad character may appear in either Black & White...

Documents

Transcript of BRAND IDENTITY GUIDELINES · Colour Options The Natrad character may appear in either Black & White...