Oceano Azul Graphic Identity Foundation Guidelines€¦ · 4/3/2017 · 26 Letterhead 27 Envelope...

| Oceano Azul Foundation | Graphic Identity GuidelinesOceano Azul Foundation

Graphic IdentityGuidelines

Oceano Azul Foundation | Graphic Identity Guidelines01

Contents

02 Introduction to identity guidelines

Basic elements 03 Symbol

04 Horizontal lockup

05 Vertical lockup

06 Co-branding lockup

07 Clear space and minimum size

08 Color specifications

09 Logo use on various backgrounds

10 Logo use with photography

11 Primary typography

12 Secondary typography

13 Incorrect logo use

Applications 14 Print examples

17 Presentation folder

18 Invitations

19 PowerPoint master

20 Digital icons and social media

21 Press conference backdrop

23 Access ID card

24 Email signature

Stationery 25 Business card

26 Letterhead

27 Envelope

28 Notepad

Oceano Azul Foundation | Graphic Identity Guidelines

Introduction toidentity guidelines

Every brand has a specific visual identity, and each element of communication contributes to the overall impression people have of the brand.

These guidelines will help define and standardize the Oceano Azul Foundation visual identity system. The pages that follow explain the elements of the identity system and demonstrate their correct use across a broad sampling of applications and media.

Many of the standards depend on relative size, proportion, and position. These have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to these graphic design standards will ensure continuity, a high standard of quality, and a clear, consistent identity for Oceano Azul Foundation.

02

03 Basic Elements | Oceano Azul Foundation | Graphic Identity Guidelines

Symbol The new Oceano Azul Foundation symbol has been designed to provide a bold, memorable shorthand to represent Oceano Azul Foundation in all forms of communication.

Proper use of the symbol and how it is combined with the name "Oceano Azul Foundation" to form the basic logo lockups are described on the following pages.

Never alter any aspect of the symbol.Always use the original and approved art.


Horizontal lockup The horizontal lockup is the combinationof the symbol and a specially designed wordmark for the name “Oceano Azul Foundation.” Use this lockup wherever a horizontal logo arrangement can beused effectively.

Two versions of the lockup have been created, one in English and one in Portuguese. The letters in the wordmark have been specially drawn (it is not a standard typeface).

Never alter any aspect of the lockup. Always use the original and approved art. Do not attempt to redraw or recreate the lettering using computer fonts.

3.25X

English horizontal lockup

XX

Centered


Vertical lockup The vertical lockup is the combinationof the symbol and a specially designed wordmark for the name “Oceano Azul Foundation.” Use this lockup wherever a vertical logo arrangement can beused effectively.

Two versions of the lockup have been created, one in English, and one in Portuguese. The letters in the wordmark have been specially drawn (it is not a standard typeface).

Never alter any aspect of the lockup. Always use the original and approved art. Do not attempt to redraw or recreate the lettering using computer fonts.

English vertical lockup

5X

.75X

Centered

X


Co-branding lockup In certain situations, the Oceano Azul Foundation identity will appear alongside the identity for the Oceanário de Lisboa. A special co-branding lockup has been created and is shown below.

The two identities are horizontally aligned across a vertical dividing bar. The clear space between the right edge of the Oceano Azul Foundation wordmark and the left edge of the Oceanário de Lisboa symbol should be equal.

To maintain the correct relationship and proportions, use the provided artwork to scale this co-branding lockup up or down in size.

Minimum sizeTo avoid illegibility and reproduction limitations, never make the lockup smaller than 50mm from left to right.

EQ EQ

50mm


Clear space and minimum size

Clear spaceUse the clear space area between the logo and any other graphic elements such as type, images, or other logos to ensure thatthe logo retains a strong presence wherever it appears. The diagrams below show, in gray, the minimum space that should be adhered to.

It must be surrounded on all four sides by adequate clear space based on the “O” in the wordmark as shown below.

Minimum sizeAlways reproduce the logo above a minimum size to avoid illegibility and reproduction limitations.

On typical print communications, the logoshould never be displayed smaller than 6mm (.23") in height for the horizontal logo, and 20mm (.78") in width for the vertical logo.

On the web and screens, because ofpixelation, the logo should never be displayed smaller than 35px in height for the horizontal logo, and 85px in width for the vertical logo.

6mm / 35px

20mm / 85px


The distinctive use of color is a key element of the Oceano Azul Foundation identity.The primary colors are a specially selected blue, as well as black. These make up the symbol and wordmark colors and should be used whenever possible.

Pantone® spot colors, as well as 4/C process colors, are specified for print use. RGB and HEX values are for use with on-screen and web applications, and are provided for a consistent appearance between different media.

When useful, you may use a screen of either color as well.

Color specifications

Print valuesPantone3005 Coated3005 Uncoated

CMYKC100 M30 Y0 K0

Print valuesPantoneBlack CoatedBlack Uncoated

CMYKC0 M0 Y0 K100

Screen valuesRGBR0 G119 B200

HEX#0077C8

Screen valuesRGBR0 G0 B0

HEX#000000

Oceano Azul Blue

Black


The secondary palette has been developed for cases where additional colors are helpful.

Pantone® spot colors, as well as 4/C process colors, are specified for print use. RGB and HEX values are for use with on-screen and web applications, and are provided for a consistent appearance between different media.

Secondary palette

Pantone5315 U/C

CMYKC3 M0 Y0 K17

RGBR210 G215 B220

HEX#D2D7DC

Pantone2334 U/C

CMYKC10 M0 Y0 K55

RGBR120 G135 B140

HEX#78878C

Pantone580 U/C

CMYKC9 M0 Y33 K0

RGBR235 G240 B190

HEX#EBF0BE

Pantone584 U/C

CMYKC20 M0 Y80 K0

RGBR215 G225 B90

HEX#D7E15A

PantoneCool Gray 1 U/C

CMYKC0 M0 Y5 K9

RGBR230 G230 B220

HEX#E6E6DC

Pantone2323 U/C

CMYKC0 M0 Y15 K30

RGBR190 G190 B170

HEX#BEBEAA

Pantone559 U/C

CMYKC21 M0 Y30 K0

RGBR205 G230 B190

HEX#CDE6BE

Pantone7737 U/C

CMYKC60 M0 Y90 K0

RGBR115 G190 B85

HEX#73BE55

Pantone263 U/C

CMYKC6 M21 Y0 K0

RGBR230 G205 B225

HEX#E6CDE1

Pantone2062 U/C

CMYKC20 M70 Y0 K0

RGBR200 G110 B170

HEX#C86EAA

Pantone290 U/C

CMYKC30 M0 Y10 K0

RGBR175 G220 B230

HEX#AFDCE6

Pantone7472 U/C

CMYKC65 M0 Y35 K0

RGBR75 G190 B180

HEX#4BBEB4

Pantone475 U/C

CMYKC0 M18 Y27 K0

RGBR250 G215 B180

HEX#FAD7B4

Pantone1665 U/C

CMYKC0 M60 Y90 K0

RGBR245 G130 B50

HEX#F58232

Pantone665 U/C

CMYKC30 M24 Y3 K0

RGBR175 G180 B215

HEX#AFB4D7

Pantone280 U/C

CMYKC100 M80 Y10 K10

RGBR15 G70 B140

HEX#0F468C


Logo use onvarious backgrounds

Shown here are examples of the correct way to use the logo on various backgrounds. The Oceano Azul Blue color should be used for the logo whenever possible. When used on dark colors, such as black, the wordmark can be reversed to all-white.

Limited color productionWhen it is not possible to use the color version of the logo because of background color, material, or limited color production, it may be knocked out to all-white or reproduced in black. Always make sure that the color of the logo is in sufficient contrast to the background to ensure visibility.

Production methodsWhen used on promotional materials and touch-points, the logo may be produced in silver or gold foils and inks, or as a blind image when embossing/debossing onto materials such as paper, fabric, leather, metal, or plastic.


Logo use withphotography

Shown here are examples of the correct wayto use the logo with photography. The logo should appear in the Oceano Azul Blue color whenever possible. When there is not sufficient contrast between the full color logo and the background, it may be used in all-white, or all-black.

Because every image is different, be sureto choose an image with a strong contrast to the logo and place the logo in an area of the image that is not busy in order to avoidillegibility. Use a horizontal or vertical logo appropriate to the space and composition of the image.


GibsonABCDEFGHIJKLMN OPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 !?@$%&

Primary typography Using a consistent family of typefaces visually reinforces the Oceano Azul Foundation identity. Gibson is the primary sans-serif typeface and may be used on all communications for body text, headlines and titles. Shown are the approved weights that may be used. Matching italics are also available.

Gibson is copyrighted and requires purchasing a license for use. An abundance of online font foundries offering Gibsonare available (i.e., canadatype.net or myfonts.com). Use an “OpenType”font format, as it is best for cross-platform(Mac and PC) applications.

When communicating primarily through Microsoft Office® products, always use the default font Arial. Arial should be used on internally produced documents, e.g. Word® documents, PowerPoint®, and the body of letters and memos.

Gibson LightGibson RegularGibson SemiBoldGibson Bold

Arial RegularArial Bold


Secondary typography ITC Century is the secondary serif typeface. ITC Century may be used as an alternative to Gibson for large areas of body text, headlines and titles, within communications. Shown are the approved weights that may be used. Matching italics are also available.

ITC Century is copyrighted and requires purchasing a license for use. An abundance of online font foundries offering ITC Century are available (i.e., linotype.com or myfonts.com). Use an “OpenType” font format, as it is best for cross-platform (Mac and PC) applications.

When communicating primarily through Microsoft Office® products, always use the default font Georgia. Georgia should be used on internally produced documents, e.g. Word® documents, PowerPoint®, and the body of letters and memos.

ITC CenturyABCDEFGHIJKLMN OPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789 !?@$%&

ITC Century LightITC Century BookITC Century Bold

Georgia RegularGeorgia Bold


Incorrect logo use

Do not stretch or distort

Do not change or use unapproved colors in the logo

Do not add faux special effects when used in print

Do not make into outlines

Do not add additional wording to the logo

Do not use the logo on a background with insufficient contrast

Do not rotate or reverse the symbol

Do not replace or recreatethe typography of the logo

Do not put the logo inside a shape

Do not create new or alternate lockup relationships

Do not add graphic elements or illustrate the logo

Do not place photos within the symbol

For maximum impact and overall consistency, it is important to protect the integrity of the Oceano Azul Foundation identity by using it correctly.

The examples shown below apply toall logo lockup versions shown withinthese guidelines.

Always reproduce the logo from original artwork and avoid improper usage illustrated here.

15 Applications | Oceano Azul Foundation | Graphic Identity Guidelines

Print examples Shown here and on the following pages are examples for applying the Oceano Azul Foundation logo, along with the Gibson and ITC Century typefaces, on a variety of printcommunications.

Always adhere to the specifications on clear space and color when applying the logo. Make sure that the color of the logo and any text are in sufficient contrast to the background.

A New Initiativefor OceanConservationand itsSustainable UseMATRIX AND STRATEGY DOCUMENT

A New Initiative for Ocean Conservation and its Sustainable UseMATRIX AND STRATEGY DOCUMENT

Impacts of BiodiversityLoss on OceanEcosystem ServicesA SURVEY OF THE AZORES EEZ

Impacts ofBiodiversityLoss on OceanEcosystemServicesA SURVEY OF THE AZORES EEZ


Impacts ofBiodiversityLoss on OceanEcosystemServicesA SURVEY OF THE AZORES EEZ

A New Initiative for Ocean Conservationand itsSustainable Use

A SURVEY OF THE AZORES EEZ

Impacts of BiodiversityLoss on OceanEcosystem ServicesA SURVEY OF THE AZORES EEZ

A New Initiativefor OceanConservationand itsSustainable UseMATRIX AND STRATEGY DOCUMENT

Print examplescontinued


Print examplescontinued


The presentation folder is die-cut and measures 9" x 12" when folded. The inside features one pocket on the right side. The pocket has one .75" rounded corner and include a slot for a business card.

The symbol and wordmark are sized and positioned as shown in the diagram below.

Print Specifications 2C/4COffset PMS 2935 + Black

Paper SpecificationsNeenah Classic Crest130# DTC, Solar WhiteEggshell Finish

Presentation folder

Cover Inside

Photo/Image Area Photo/Image Area

Center line

Center line

3.75"

.75"

.625"

.75"

Pedro SimõesDiretor Financeiro

[email protected] +351 91 123 4567

Largo Monterroio Mascarenhas, 1 1099-081 Lisboa, Portugal oceanoazulfoundation.org


Sample invitations shown below in eithera vertical flat card or a horizontal foldedformat are for illustration purposes only.Sizes and orientation may vary as well asprinting process from event to event.

A variety of production methods can be implemented when creating invitations. Some examples include the use of metallic inks, foils, embossing/debossing, and engraving. Specialty papers may also be utilized to enhance the overall design.

Always maintain a high standard forproduction values. Consideration shouldbe given to the choice of paper stocks andmaterials wherever possible for printingand production processes.

Invitations

Folded card

Flat card

Invite you to attend a celebration of

TITLE OF EVENTTO BE PLACED HERE

At the Oceanário de Lisboa6:30– 8:30, May 3, 2017

Please RSVP to Name Here, Oceano Azul Foundation +351 91 123 4567

S A V E T H E D A T E


The PowerPoint master is sized at1920 x 1080px for a 16:9 proportion.All content should remain inside the livearea shown here except when usingfull-bleed images.

The footer has the Oceano Azul Foundation symbol positioned in the bottom right corner. It should appear on all slides except cover title slides.

All text is set in Verdana or Times.Type sizes will vary according to layout.

PowerPoint master

08 Presentation Title (optional) © 2016. Oceano Azul Foundation (optional)

75px

840px

165px 75px

30px

30px30px

75px 1770px 75px

Live Area

Footer Area


Shown are examples of typical cover and content slides.

On a cover title slide the Oceano Azul Foundation logo is isolated in a prominent position, usually at the top right as shown here. On all other slides the symbol appears in the footer isolated on the bottom right.

Because content for each PowerPoint willvary, the layouts are for reference only andshould be adjusted to best suit the content.

Use the appropriate logo color toprovide maximum contrast with the background by following the guidelines on pages 09–10 for logo use on various backgrounds and photography.

Background colors for cover slides are white, black, light-gray or Oceano Azul blue. Body text is black, gray, or white. Titles and headlines are black, gray, or white, and may also be set in Oceano Azul blue. All text is set in Arial or Georgia. Type sizes will vary according to layout.

PowerPoint master

08 3422

Cover slide examples

Presentation Title Presentation Title Presentation Title

August 2016 August 2016 August 2016

Content slide examples

This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text.

This is an example of secondary text. This is an example of secondary text. This is an example of secondary text.

This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text.

This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of secondary text. This is an example of second-ary text. This is an example of secondary text.

This layout can be used for large quantities of text. This layout can be used for large quantities of text. This layout can be used for large quantities of text. This layout can be used for large quantities of text. This layout can be used for large quantities of text. This layout can be used for large quantities of text. This layout can be used for large quantities of text.

Text layout example Multiple image layout exampleImage layout example

Second level text.• Third level text. • Third level text.• Third level text.



Second level text. Second level text. Second level text. Second level text. Second level text. Second level text. Second level text.

Second level text. Second level text.

• Third level text. Third level text. • Third level text. Third level text.• Third level text. Third level text.• Third level text. Third level text. • Third level text. Third level text.


In many instances the Oceano Azul Foundation identification will be used as a digital icon. The symbol alone is used and should always appear in Oceano Azul Blue on a white background.

When creating artwork for a social mediaand mobile applications, follow the respective specifications for each platform. For identification, the majority of platforms require an icon formatted into either a square or a circle. Shown are examples based on Facebook and iPhone® specifications.

Leave some space around the symbol: it should not touch or bleed to the edge of the allowed space. Do not incorporate the Oceano Azul Foundation wordmark when creating icons.

Digital icons andsocial media

Facebook

Facebook iPhone App Icon

iPhone App

Instagram

800px

800px

180px

180px

180px

180px


A press conference backdrop is usedto emphasize the Oceano Azul Foundation identity during media press conferences, photo op's, and other special events.

The backdrop design incorporates afull-color Oceano Azul Foundation logo lockup repeated in a step or diagonal alternating pattern.

One or more sponsor logos can also be incorporated into the design when needed. A photographic background, as shown in the example below, may also be used for special on-stage events and conferences. Be sure to maintain adequate space between each logo. An all-white, or all-black backdrop is preferred.

Always make sure that the color of the logo is in sufficient contrast to the background to ensure visibility.

Because backdrops will vary in size and content, the examples shown are for reference only and should be adjusted to best suit the content.

Press conferencebackdrops


The ID card measures 85.60 × 53.98 mm and is shown below at 100% scale.

The name and title block begin 28mm from the top edge, and 6mm from the left edge, aligning with the baseline of the name. The photo bleeds off the right edge and should be sized to fit within the right half of the card.

SizeISO ID-1: 85.60 × 53.98 mmwith 3mm corner radius

Type specificationsName: Gibson SemiBold, 11pt/12pt

Color specificationsPMS 3005 U (Oceano Azul Blue) + Black+ 4C process for photo ID

Material specifications30mil PVC plastic, White

Access ID Card

Catarina Verde

6mm

3mm corner radius

6mm

9mm

12mm

Photo Area (42.8mm)


Email signature The email signature appears below the body of all email correspondence. The logo should not be delivered as an attachment to any end user’s device. Instead, the logo should be rendered within the e-mail signature via HTML/CSS.

The text should be kept live for ease ofcopying and the enabling of active hyperlinks for phone numbers and other website links.

No images, text or other competing graphics should be placed below the signature area.

Type specificationsBody text:Arial Regular, 12pt

Name:Arial Bold, 13pt, Oceano Azul Blue RGB

Title, Address, and Contact:Arial Regular, 11pt, Oceano Azul Blue RGB

Salutation:

Arial Regular 12pt is used for the body of the email. The email begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs.There are no indentations.

A double space separates the body of the email from the complimentary close, with another double space to the start of the signature.

Complimentary close,Name


Oceano Azul FoundationLargo Monterroio Mascarenhas, 11099-081 Lisboa, PortugalTel +351 91 123 4567pedrosimoes1@oceanoazulfoundation.orgoceanoazulfoundation.org

40px

15px

15px

Please note that email programsdisplay type sizes differently.Use these size specificationsonly as a guide. The proportionalsize relationships between theelements, as well as the use ofbold, should remain as shown here.Type should be sized for legibility,and should not be too large.

26 Stationery | Oceano Azul Foundation | Graphic Identity Guidelines

Business card The business card measures 85mm x 55mm and is shown below at 100% scale.

The name and title block, contact information block, and address block are bottom-aligned with the baseline 6mm from the bottom edge, with 5pt extra space between each block.

Size85mm x 55mm

Type specificationsName: Gibson SemiBold, 9pt/9pt

Title, Address, and Contact:Gibson Light, 7.5pt/9pt

Color specificationsPMS 3005 U (Oceano Azul Blue)Black

Paper specificationsNeenah Classic Crest130# Cover, Solar WhiteEggshell Finish

6mm

6mm

8mm 13mm 8mm

10mm


[email protected] +351 91 123 4567



[email protected]


5pt extra space

Without telephone information, the name and title move down

Alternate layout without telephone number


Letterhead

Date

Addressee’s NameCompany or OfficeAddressCity, State zip

Salutation:

This letter demonstrates the recommended typing format for all correspondence and is an integral part of the letterhead design.

The date is top-aligned at 2.5 inches (65mm) from the top edge of the page and 1.25 inches (30mm) from the left, setting the margin for the entire letter. The addressee’s name is positioned flush left, two spaces below the date. Title, company name, etc. are positioned flush left under the addressee’s name. The salutation appears three spaces below the address.

The body of the letter begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs. There are no indentations. The maximum line length should not exceed 5.75 inches (146mm).

A double space separates the body of the letter from the complimentary close, with four spaces to the name of the sender and the title.

Complimentary close,

Name of senderTitle

Largo Monterroio Mascarenhas, 1 1099-081 Lisboa, Portugal Tel +351 91 123 4567oceanoazulfoundation.org

TThe letterhead measures 210mm x 297mm and is shown below at 40% scale.

The address block begin 15mm from the top edge, and 30mm from the left edge. The letter starts 70mm from the top edge and is aligned with the address block. The body of the letter is set in Arial 10/12pt.

SizeA4: 210mm x 297mm

Type specificationsTitle, Address, and Contact:Gibson Light, 7.5pt/9pt


Paper specificationsNeenah Classic Crest80# Text, Solar WhiteEggshell Finish

15mm

11mm

35mm

55mm

30mm 15mm


Envelope The envelope measures 220mm x 110mm and is shown below at 80% scale.

The return address begins 10mm fromthe top edge, and 24mm from the left edge. The recipient information is set inArial 10/12pt.

SizeDL: 220mm x 110mm

Type specificationsReturn Address:Gibson Light, 7.5pt/9pt



Recipient NameBusiness NameStreet AddressCity, State Zip

Largo Monterroio Mascarenhas, 1 1099-081 Lisboa, Portugal

10mm

11mm

4mm

20mm

10mm 14mm 71mm


The notepad measures 148.5mm x 210mm and is shown below at 55% scale. Pages are bound to a tear-off chipboard backer.

The address begins 12mm from the bottom edge,and is centered within the format.

SizeHalf A4: 148.5mm x 210mm

Type specificationsAddress:Gibson Light, 7pt/8.5pt



Notepad

Largo Monterroio Mascarenhas, 1, 1099-081 Lisboa, Portugal Tel +351 91 123 4567 oceanoazulfoundation.org

12mm

11mm

12mm

12mmCentered

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