Hitech Concrete Products Brand Guideline

Hitech Concrete Products Brand Guideline - September 2015

Hitech Concrete ProductsBrand Guideline

Implementing the Hitech Concrete Products brand in communications

V.II - September 2015


Introduction

Formed in 2006 to cater to the production of masonry blocks and pre-cast concrete elements, Hitech owns a designated facility of around 90,000 sqm. in the Industrial City of Abu Dhabi. It has the necessary production facility that can run at full capacity to supply an entire project with hollow core slabs, cladding and sandwich panels, pre-cast columns, beams and foundations among other custom-designed products and solutions.


Table of Contents

2. Basic identity elements

2.0 Logo Rationale2.1 Logo Variations2.2 Master Logo / Grid2.3 Orientation Options / Grid2.4 Brand Narrative2.5 Basic Identity Elements2.6 Brand Identity Orientation and Lockups2.7 Size2.8 Clear Space2.9 Logo Proportion / Placement2.10 Color Versions2.11 Logo on Colored Background2.12 Logo on Photographic Background2.13 Color Specifications2.14 Image Style / Composition2.15 Incorrect Usage2.16 Primary typeface – English2.17 Secondary typeface – English2.18 Primary typeface – Arabic2.19 Secondary typeface – Arabic2.20 Corporate Stationeries Letterhead / Business card Paper bag / Document envelope DL envelope / A5 envelope CD jacket / CD label Powerpoint template Screen saver / Wallpaper Email signature2.21 Vehicle Livery Pick-up truck Van Mini bus Truck

1. Brand Strategy

VisionMissionValues


Brand Strategy: Vision / Mission1Our VisionTo become the prominent leading precast concrete company in UAE, continuously strive to exceed our client’s expectations – Be it in terms of pricing competitiveness, lead time to delivery, quality of products achieved through a culture of safety and empowerment.

Our MissionWe strive to lead and deliver quality precast solutions through safe, innovative and sustainable practices using our expertise in the design, manufacture and installation of all precast concrete components.

We strive to conducts and maintain our business transactions with the highest levels of integrity, honesty, competitiveness and fairness focusing on our customer’s need and continuously improving our process and services.

We strive to continue be a positive integrated part of the Trojan Holding family, maximizing the returns to our share holders and giving our employees the opportunity to be rewarded, trained and grow up professionally.


Brand Strategy: Values1.1•Knowledge

•Reliability

• Prosperity

•Client satisfaction

•Accountability

•Team work

• Ethics


Logo Rationale2.0Hitech’s logo was modified from its original design to link it with the mother company. The pyramid shape is one of the most stable structures geometrically and the direction of the structure is always pointed upwards which also signifies growth.

Hitech Master Logo Previous Hitech LogoTrojan Holding Logo


Logo Variations2.1Owing to the fact that Hitech has two divisions, additional sub-logos were created in order to more easily differentiate between the Precast and Block & Tiles factories. The sub-logos will only be used on materials that are are exclusive to that division. For general branding, the master logo can be used either with or without the CONCRETE PRODUCTS endorsing line.

Master logo with endorsing line Precast factory logo

Master logo without endorsing line Block & Tiles factory logo


Master Logo / Grid2.2

Master logo horizontal orientation


Orientation Options / Grid2.3

Symbol

Tall orientation

If the logo needs to be displayed in a vertical manner like banners, flags, etc., always make sure that the logotype is written or pointed upwards. The symbol should always be in the upright position as well.


Brand Narrative

The Brand Narative is defined by 3 components;

Verbal

Visual

Operational / Experiential communication

The Verbal and Visual communication is emanating from the promise and personality indicated in the brand wheel.

The operational / experiential is the purpose indicated in theupper part of the brand wheel.

The identity of Hitech is shaped by its mission - The basic elements of the brand have been selected to symbolise this role, creating a unique look for Hitech and supporting its philosophy. They form the foundation of a distinct and memorable identity that embodies the key values and attributes of Hitech. The brand also symbolises Hitech’s professionalism, aspirations and focus.

2.4


Basic Identity Elements2.5Hitech’s visual identity has three key elements:

1. Brand identity2. Pattern3. Typography

If we use the elements consistently and correctly, they will create a distinctive and recognizable profile for Hitech.

Master Logo TypographyPattern

SymbolFutura Gill Sans

GE SS AXt Advertising

Endorsement line

AbcAbcأ ب تأ ب ت


Brand IdentityOrientation and Lockups2.6

If the logo is used in its standard or icon format then the tagline can be incorporated within the lock-up. However, if the logo is used in its vertical format, the tagline should not be used in the lock up, but, used elsewhere in the design.

LOREM IPSUM DOLOR SIT AMET CONSECTETUR ADIPISCING ELIT.25

LOREM IPSUM DOLOR SIT AMET CONSECTETUR ADIPISCING ELIT.25

DELIVERING COMPLETE PRECAST RELIABLE SOLUTIONS AND PROJECTS.25

W E P U T C O N C R E T E I N T O S H A P E.25

LOREM IPSUM DOLOR SIT AMET CONSECTETUR ADIPISCING ELIT

.25

DELIVERING COMPLETE PRECAST RELIABLE SOLUTIONS AND PROJECTS


2.7 Size

The Hitech logo should always be set at a legible size, the recommended minimum size in width is 25 mm or 2.5 cm.

Please note that there will be circumstances where the logo/icon may be reduced to smaller than the aforementioned sizes e.g. pens and co-branded materials for other companies. Please at all times try to ensure logo visabilty and integrity are maintained.


2.8 Clear Space

A clear space area equal to 1 x the height of the letter “H” of the logotype has been defined around the brand identity which should remain free from other elements (type and graphics). Use the minimum clear space area as a guide to protect the brand identity from distracting elements. It is a minimum and should be increased wherever possible.

X1

X1

X1

X1


2.9 Logo Proportion / Placement

The width of the logo should not be smaller than the equivalent of the total work space divided by 6. In cases where the area is in horizontal orientation or the height is less than the equivalent of the width of the area divided by 6, the proportion of the logo should be based on the height divided by 4. The size of the logo should not be smaller than 1 but not bigger than 2.

The Hitech brand identity works best when it is anchored to the left of the layout, either top or bottom. The logo should be inset from the edge at least .5x times the height of the letter “H” of the logotype.

1 532 64

1x

1x

1

2

3

4


2.10 Color Versions

There are four color variations of the brand identity. The full color version is the primary brand identity and should be used wherever possible.

Version 1 – Full ColorSymbol – Hitech Crimson and GreyWordmark and endorsement line – Hitech black

Version 2 – Hitech Crimson

Version 2.1 – Hitech Grey

Version 3 – One Color Negative

Primary Logo

V.1 Full Color V.2 One Color Positive V.2.1 One Color Positive V.3 One Color Negative


2.11 Logo on Colored Background

The diagrams on the opposite shows which brand identity versions can be used on primary and secondary colored backgrounds.

Full Color

One Color Positive

One Color Negative


2.12When using the brand identity on an image, select the color version that is most legible, and complements the image. The preferred brand identity color way is the full color version (1). It should be used wherever possible to reinforce our distinctive primary color palette.

V.1 Full color V.2 Full color negative V.3 One color positive V.4 One color negative

Logo on Photographic Background


2.13 ColorSpecifications

The Pantone and CMYK values provided can be used on both coated and uncoated paper when printing. Although variations in color will occur, try to match the colors as closely as possible.

Primary color palette Secondary color palette

C:50 M:80 Y:70 K:50R:85 G:44 B: 46

C:80 M:0 Y:0 K:0R:88 G:89 B: 91

C:15 M:100 Y:90 K:10R:190 G:30 B:45

C:0 M:100 Y:100 K:0R:237 G:28 B:36

Pantone 188 C

100%

50%

90%

40%

70%

20%

80%

30%

60%

10%

Pantone 424 C

100%

50%

90%

40%

70%

20%

80%

30%

60%

10%

Pantone Process Black C

100%

50%

90%

40%

70%

20%

80%

30%

60%

10%


2.14 Image Style / Composition

Always consider the “Golden Triangle” ratio when framing or composing an image.

Please note: the photographic examples on this page arefor conceptual and design reference only. The image rightsbelong to the corresponding sources or authors.

Golden Triangle


2.15 Incorrect Usage

When reproducing the brand identity, always use the master artwork. Only use one of the four color versions shown on the guidelines for use on colored backgrounds and images.

Do not change the colors of the symbol and logotype.

Do not use the full color brandidentity on primary coloredbackgrounds.

Ensure the brand identity is legible when using on an image. Do not use transparency effects.

Do not rotate the symbol orlogotype.

Do not stretch logotype orendorsement line.

Ensure the brand identity is legible when using on an image.

Do not alter or redraw the symbol.


2.16 Primary Typeface - English

For designed, branded communications done internally or outside, use Futura Bold or Book for headlines / titles and Futura Regular, Medium or Light for body copy

Futura Bold

Futura medium

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy ZZ

0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +


0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +


2.17 Secondary Typeface - English

The font Gill Sans Light / Regular can be used as secondary font for body copies.

Gill Sans Light

Gill Sans Regular


0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +


0 1 2 3 4 5 6 7 8 9! @ # $ % ^ & * ( ) - _ = +


2.18 Primary Typeface - Arabic

For designed, branded communications that needs to be written in Arabic language, the font AXt Advertising Medium should be used for headlines / titles and AXt Advertising Light for body copies.

AXt Advertiting Medium

AXt Advertiting Light

ا ب ت ث ج ح خ د ذ ر ز �ض �ض �ض �ض

ط ظ ع غ ف ق ل م ن ه و ي

0123456789

ا ب ت ث ج ح خ د ذ ر ز �ض �ض �ض �ض

ط ظ ع غ ف ق ل م ن ه و ي

0123456789


2.19 Secondary Typeface - Arabic

The Arabic Typeface GE SS Light / UltraLight can be used as a secondary font for body copies.

GE SS Light

GE SS UltraLight

ا ب ت ث ج ح خ د ذ ر ز س ش ص ضط ظ ع غ ف ق ل م ن ه و ي

0123456789

ا ب ت ث ج ح خ د ذ ر ز س ش ص ضط ظ ع غ ف ق ل م ن ه و ي

0123456789


2.20 Corporate Stationeries

Regular business card

VIP business card

Letterhead / Continuation sheet


Corporate Stationeries

Paper bag Document envelope

2.20



DL envelope A5 envelope

2.20



CD jacket / CD label

2.20



Powerpoint template (Title page) Powerpoint template (Inside pages)

2.20



Screen saver (Static) Wallpaper

2.20


Corporate Stationeries2.20

Email signature


2.21 Vehicle Livery

Pick up truck


Vehicle Livery

Van

2.21


Vehicle Livery

Mini bus

2.21


Vehicle Livery2.21

Truck

Hitech Concrete Products Brand Guideline

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