PETDA manual

BRAND IDENTITY MANUAL

au arañasINFORMATION DESIGN

branding and layoutoctober 2011 to april 2013

table ofcontents

introductionthe brandpositioning

overviewmissionvision

brand markthe brand markthe brand storylogotype

logo lock-upshorizontal lock-upvertical lock-up

color palettecolored brand markblack and white brand mark

typographytype usage for printtype usage for web

usagecolor specificationsaspect-proportion specifications

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Petron Dealers Association (PETDA) commits to provide a support system in every chapter that will allow members to share with each other their best practices, so that dealers can meet company expectations and still make reasonable profits. PETDA encourages members to be compliant with the enacted laws of the land and government regulations, and to be conscious of their responsibilities to the environment, their communities, and their employees.

Petron Dealers Association is comprised of business professionals who are engaged in the retail of Petron products and its allied services. The organization, unlike other leading competitors in the Philippine market, is based and molded to suit Filipino dealers as Petron, the mother company, is owned and rooted in the country. The dealers have also been molded by years of indispensable experience and a natural passion for excellence and loyalty and thus cannot be outmatched even if competitors bring in superior technology from their mother companies abroad.

the brand and positioning

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To be an organization that shall provide a support system to sustain our viability, meet the objectives of our mother Company, comply with government laws and regulations, and fulfill our social responsibilities, adhering to the principles of honesty, integrity and fair play.

To be recognized as a credible national organization of responsible businessmen, who honor commitments and are willing to work for the common good.

mission and vision

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the brand mark

PETDA’s brand mark resembles and identifies with it’s mother company’s imaging by it’s use of the iconic smooth swoop of Petron Corporation’s ‘P’ and it’s blue and red.

Having a similar shape and sporting the same colors, PETDA’s brand mark visually brings together Petron Corporation and it’s dealers-- it’s main goal and function.

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The initial shape was taken from the counter of ‘P’ from Petron Corporation’s logotype. The shape was then duplicated and overlapped. The exclusion of the overlapped area, leaving the sides and coloring them blue and red, completed the brand mark.

the brand mark story

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The organization’s name, Petron Dealers Association, as well as it’s acronym, PETDA, is presented along with the brandmark for recognition by a wider audience. The tagline, “Promoting Responsible Entrepreneurship” supplements the brandmark in visually introducing PETDA and it’s personality.

logotype

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horizontal lock-up

8.2 pt

8.2 pt

12.3 pt

56 pt28 pt

28 pt

61.9 pt 140.6 pt 66.4 pt

8.2

pt

8.2

pt8.

2 pt

size of logo (must include 28pt space all around) = 351 pt x 143 pt

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vertical lock-up

24 pt

160.1 pt

24 pt

24 pt

166 pt

21.2 pt20

.7 p

t

20.7

pt

125.2 pt57 pt

size of logo (must include 24pt space all around) = 251 pt x 303 pt

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color palette

Colors used for the primary logo utilizes gradients create depth and enhanced elegance to the overall look and feel of the brand. A milder alternative to black is used to complement the bold colors of the brand mark.

*For icon use, colors 03 and 06 (refer to the illustration on the next page) are to be used.

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94.92, 88.28, 18.36, 5.4749, 63, 130#313F82

82.03, 62.11, 16.8, 1.9566, 101, 153#426599

100, 100, 30.86, 24.6138, 35, 93#26235D

0, 0, 0, 70109, 110, 113# 6D6E71

TYPE

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02

03

04

05

06

0, 98.83, 100, 0196, 26, 28#C41A1C

0, 77.32, 49.89, 0241, 98, 104#F16268

18.75, 100, 100, 11.42183, 32, 37#B72025

06

03

02

01

05

04

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69.53, 67.19, 63.67, 73.8334, 31, 32#221F20

44.92, 35.94, 34.77, 1.17148, 149, 152#949598

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02

01

02

01

0102

01

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The gradient is retained for the black and white logo. Colors are as indicated on the previous page. This will also be how the logo will look like when photocopied.

The text that comes with the brand mark will, in this case, be black (0,0,0,100/ #000000)

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typography : logo

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02

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01

02

GOTHAM BOLD

Sansumi Bold

A B C D E F G H I J K L M

N O P Q R S T U V W X

Y Z

a b c d e f g h i j k l m n o

p q r s t u v w x y z

A B C D E F G H I J K L

M N O P Q R S T U V W

X Y Z

a b c d e f g h i j k l m n

o p q r s t u v w x y z

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typography : print

Body text. Name im qui doloria soluptium facid escium harum quae corionsed que doluptatur sitatios excero blaccatus etur aspist fuga. Itas sequodi gendest, aute cus accaboriorum ius adicitatur, utem rera qui tet verorro cus susdaeperum rerio cuptatur re cus etur?

Seque volorro dolesto bea qui destionempe plignis cipsaeceatia si reic te as doluptur re dolest, aut eum illitis eatinciaspe il eum estem. Undi coribus.

heading and title01

02

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Compactil Fact LT

avenir next bold, small caps01

02

A B C D E F G H I J K L M N

O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p

q r s t u v w x y z




q r s t u v w x y z

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typography : electronic

Body text. Name im qui doloria soluptium facid escium harum quae corionsed que doluptatur sitatios excero blaccatus etur aspist fuga. Itas sequodi gendest, aute cus accaboriorum ius adicitatur, utem rera qui tet verorro cus susdaeperum rerio cuptatur re cus etur?

Seque volorro dolesto bea qui destionempe plignis cipsaeceatia si reic te as doluptur re dolest, aut eum illitis eatinciaspe il eum estem. Undi coribus.

Heading and Title01

02

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Open Sans Regular

Open Sans Bold01

02




q r s t u v w x y z

A B C D E F G H I J K L M N O

P Q R S T U V W X Y Z


q r s t u v w x y z

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usage

Use of the logo is important for identity consistency and audience perception of the brand. As such, principles herewith are to be considered in brand applications.

The logo, including the space specified around the logo itself, should not be changed, skewed nor distorted.

The colored logo, should only be used over a light, cool colored background.

The use of the black and white logo, should, also, only be used over a light, cool colored background.

If needed to be placed over a dark background, a transparent-white-transparent gradient colored logo, should be used.

In this case, white type shall be used instead of grey and black.

Color combinations of the logo are : blue and red, black and grey, transparent and white only. Color combinations specified in this band identity manual should not be reversed nor be combined with another color combination.

e.g. blue should only go with red, not with a white swoop nor a black and grey swoop

The aspect-ratio specified in this brand identity manual should not be changed. Proportion and spacing of elements within the logo should be retained.

If size of logo will be decreased, small enough for text to be incomprehensible, only the brand mark should be used.

Typography used for the logo should not be altered and/ or changed.

Typography specified for print and web within this brand identity manual are mere suggestions. If needed to be changed, personality and feel of the fonts suggested should be preserved.

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2011- 2013

PETDA manual

Documents

Transcript of PETDA manual