RWE Guideline Pictograms
Transcript of RWE Guideline Pictograms
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RWE CORPORATE IDENTITy Pictograms, icons and key visuals guidelines.
RWE Aktiengesellschaft. Version 1.2, 07 September 2010
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Pictograms, icons and key visuals. RWE corporate identity. Page 2
CONTENTS.04 OVERVIEW OF BRAND IMAGE
05 OVERVIEW OF PICTOGRAMS, ICONS AND KEY VISUALS
06 BASIC RULES
PICTOGRAMS08 Layout and abstraction09 Design principles10 Basic grid lines11 Design area and positioning12 Outer border13 Line thicknesses14 Line corners and line ends15 Use of colours16 Security signage17 Exception: directional signs18 Examples19 Sample applications
ICONS 21 Layout22 Overview23 Colours24 Online presentation25 Photorealistic rendering in the BMS26 Sample applications
KEY VISUALS 28 Overview of possibilities29 Design elements
30 CONTACT
New.
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RWE corporate identity. Page 3Pictograms, icons and key visuals.
07 SEPTEMBER 2010
Integration of information about online presentation of RWE icons into page 24.
A note on image size for pictograms and icons has been integrated into pages 19 and 26.
RWE light blue 1 and RWE light blue 2 have been merged and replaced by the colour value RWE light blue. The Pantone colour value has been adjusted accordingly.
Integration of the new RWE corporate font.
Icon overview on page 22 brought up to date.
DOCUMENTING CHANGES.
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RWE corporate identity. Page 4Pictograms, icons and key visuals.
PICTOGRAMS, ICONS AND KEy VISUALS.Overview of brand image.
Standard letterhead and envelope
Homepage Press pack and CD-ROM
Vehicle livery Communication
Catalogue Communication
LOREM IPSUM DOLOR SIT AMET.
NUM VULPUTPAT. IQUI EA ADIGNA CORER SE MAGNIS.
VULLAN HENIM VENIM VELISMODO ODIPIT VEL INCING EX.
LOREM IPSUM DOLOR SIT AMET.
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ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis vel in in velit, vel illum dolore eu feugiat nulla facilisis at vero et
accumsan et iusto odio dignissim qui blandit praesent luptatum zzril
delenit augue duis dolore te feugait nulla facilisi. www.rwe.com
Outdoor signs and ags
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nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis
nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat
nulla facilisis at vero et accumsan et iusto odio. www.rwe.com
Outdoor signs and agsOutdoor signs and agsOutdoor signs and ags
RWE Company name
5 Example Street12345 TownP.O. Box:12345 Town
T +49 201 12-1234567F +49 201 12-1234568I www.rwe.com
Chairman of the Board:Dr. Max Miller
Supervisory Board:Dr. Peter Dummy(Chairman)Dr. Max MillerDr. Peter Example
Registered offi ce:DortmundTrade Register DortmundRegistration No.HRB 14433
Bank details:Deutsche Bank AGDortmundBank Code 123 456 78Account No. 123 4567
VAT Id DE 1234 56 789
RWE Company name | 5 E xamp le St ree t | 12345 Tow n
Andrea AndersExample Company Name11 Example Street12345 Town
2 January, 2008
Sum zrilla facip Eugero
Dear Mrs Anders,
Ut lobor sequam dolobor eratio od do odolestrud dolorer ciduisim augue esto dignibh ex,
sequip et, core tin esectem ipit, sustrud dolore deliscil dolore tinci tin utpat num dolor
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ad exer irillamet iuscilla am.
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irillamet iuscilla am, quis nos nis nonsecte veliquisit alit utpat.
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sequip et, core tin esectem ipit, sustrud dolore deliscil dolore tinci tin utpat num dolor sustie
consequipit, sed dolorer si.
With compliments
Renate Mustermann
RWE Company name
5 Example Street12345 Town
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RWE corporate identity. Page 5Pictograms, icons and key visuals.
PICTOGRAMS, ICONS AND KEy VISUALS. Overview.
IconsIcons are pictorial symbols that are designed more freely and in greater detail than pictograms, and that have to follow less formal criteria. Their objective is to visually communicate certain company-specifi c issues and objects in an accessible way.
Key VisualsA key visual is a symbol with a greater degree of functionality and independence within the defi ned brand image.
Key visuals are specially created to designate independent promotions, programmes or campaigns. They can take various forms (from symbols to images) but should alwaysbe approved by the Brand Manager.
Pictograms Pictograms are symbols that convey a simple message by means of an unambiguous image.
The message of the pictograms must be clear-ly and easily comprehensible, as they are used to convey important information in guidance systems. They are always communicatively linked with their area of application, and their design conforms to strict formal criteria.
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RWE corporate identity. Page 6Pictograms, icons and key visuals.
PICTOGRAMS, ICONS AND KEy VISUALS. Basic rules.Pictograms
Key visuals
Colour gradients Reflective effect
Shape Line thickness Flush right in conformity with
brand design principles
Font
Colourgradient 1
Colourgradient 2
Visual style, silhouette mask:
simple, colourful, relevant
Icons
Brand and secondary colours
and colours for emphasis
Brand and secondary colours
and colours for emphasis
Outer border
line thickness
Font Special screen form:
photorealistic rendering
In order to ensure the consistency of the symbols in all applications, conformity with the parameters shown to the left is essential.
Note: For further information look at the Basic Elements Guideline, which is available at the RWE brand management system.
Brand colour
Special screen form:
RWE lightblue
RWE green
RWE dark red
RWE red
RWE dark green
RWE blue
RWE yellow
RWE orange
RWE lightblue
RWE green
RWE dark red
RWE red
RWE dark green
RWE blue
RWE yellow
RWE orange
Online presentation
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RWE corporate identity. Page 7Pictograms, icons and key visuals.
08 Layout and abstraction09 Design principles10 Basic grid lines11 Design area and positioning12 Outer border13 Line thicknesses14 Line corners and line ends15 Use of colours16 Security signage17 Exception: directional signs18 Examples19 Sample applications
PICTOGRAMS.
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RWE corporate identity. Page 8Pictograms, icons and key visuals.
PICTOGRAMS. Layout and abstraction.
Location: office door Symbol: crossed-through cigarette
Pictogram:non-smoking room
A pictogram is always seen in the context of its spatial surroundings. It should be easily comprehensible inde-pendently of writing, words, culture and language, and should designate an unambiguous, concrete object (e.g. information, orientation, prohibited activities).
The motif for a pictogram message must be visually abstracted for the sake of quick, unambiguous interpre-tation. Details are omitted and complex forms are stre-amlined. Only those visual features which are essential for the motif to be clearly recognised are retained.
The aim is to visually encapsulate the message.
Visual abstraction of the message.Combination of location and symbols.
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RWE corporate identity. Page 9Pictograms, icons and key visuals.
PICTOGRAMS. Design principles.Formal features such as lines, area, colour and typogra-phy defi ne the individual and brand-typical appearance.
It is essential to conform to the formal pictogram design factors in order to ensure a striking appearance for the pictogram system.
Formal design factors: Grid and design area Line thickness and line corners Colours
GridDesign area and positioning
Pictogram system
Formal design factors Pictogram
Line thicknessLine corners
Colour
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RWE corporate identity. Page 10Pictograms, icons and key visuals.
PICTOGRAMS. Basic grid lines.
BASIC GRID LINES
Dimensions: 110 x 110 mm
BASIC GRID LINES, UNITS
2a unit: size: 10 x 10 mm
2b subunit: size: 2.5 x 2.5 mm
Angle of diagonals: 45
Basic grid lines Basic grid lines, units and subunits
1 2
21
The basic grid lines are the starting point for design, enabling quick and continuous construction. They consist of units and subunits that are measured in millimetres.
A unit is an element of the standard grid which is ini-tially used for aligning all points and areas. A subunit is the smallest grid element, used for detailed design.
b
a
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RWE corporate identity. Page 11Pictograms, icons and key visuals.
PICTOGRAMS. Design area and positioning.
BASIC DESIGN
Asymmetric design area,
pictogram symbol ush right
PICTOGRAMS WITH CENTRAL
INFORMATION
Symmetric design area, pictogram
symbol centred
Font: RWE Text Bold
The coloured area indicates the exclusion zone in which no elements may be placed.
1 2 3
1 PICTOGRAMS WITH SECOND
INFORMATION LEVEL
Two-part, asymmetric design area,
pictogram symbol ush right
2 3
There are three permissible design areas. When using the areas, a distinction is made between one-part pictograms and two-part pictograms with an additional information level.
For the representation of hazards or warnings, the ma-ximum design area can be used, so that the pictograms can be centred and are as striking as possible.
The pictograms are positioned ush right within the design area. The asymmetric arrangement re ects the brand design.
For visual reasons, picto-
gram symbols with a narrow
width (less than 20 grid
units) are not positioned
ush with the edge of the
design area, but slightly
off-set.
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RWE corporate identity. Page 12Pictograms, icons and key visuals.
PICTOGRAMS. Outer border.
2
1
CIRCLE ELEMENT outer circle: 8 grid units inner circle: 4 grid units
BORDERLine width: 2 grid unitsColour: RWE blueCMYK (100/60/0/0)Pantone 2945c
Border Full area
Optional construction of the border in three steps using Adobe Illustrator:
1. Create a 110 x 110 mm square.
2.Add a border with a 5 mm line thickness inside the square.
3.Use the Round corners fi lter with a 10 mm radius. N.B.: The Expand appearance function in the Objects menu allows you to reuse the shapes you have created.
1 2
The shape of pictograms is always defi ned by a border. The fi xed parameters of the border are its width and its rounded corners. Corners are rounded using circles with a defi ned radius.
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RWE corporate identity. Page 13Pictograms, icons and key visuals.
PICTOGRAMS. Line thicknesses.Pictograms can be rendered in various line thicknesses, with a distinction being made between areal and linear symbols. For linear symbols, a basic line thickness of two subunits is used, corresponding to the line thickness of the outer border.
Depending on the particular image, areal symbols use varying line thicknesses, though extremely thick or nar-row lines should be avoided. Additionally, diagonal lines are visually adapted and their thickness may be reduced as a result.
Linear pictogram symbol Areal pictogram symbol
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RWE corporate identity. Page 14Pictograms, icons and key visuals.
PICTOGRAMS. Line corners and line ends.The line ends and the exterior line corners are always rounded in pictogram symbols. The inside line corners are left unrounded. Where rounding is impossible due to design perspectives or acute angles, the end or
corner may be left unrounded. Directional arrows and letters are exceptions to this rule, and are always left unrounded.
Line corners and line ends are rounded using a circle element with a defi ned diameter equi-valent to the line thickness.
Linear pictogram symbol Rounding of line corners and line endsAreal pictogram symbol
The outer edge is rounded.
Special case: The outer edge is not rounded due to the overall visual appearance.
The outer corners are rounded. Outer corners are always rounded in linear pictogram symbols.
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RWE corporate identity. Page 15Pictograms, icons and key visuals.
PICTOGRAMS. Use of colours.
RWE blueCMYK 100.60.0.0RGB 0.80.166# 0066AAPNT 2945
green
yellow
red
Shape
Colour
Square Circle Triangle
Warning, caution
Rescue, first aid
Information Information
Prohibition Requirement
Pictograms are generally in the brand colour RWE blue. The design of security signage is a special case, as this is regulated by universal standards (see table).
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RWE corporate identity. Page 16Pictograms, icons and key visuals.
PICTOGRAMS. Security signage.The design of security signage follows separate rules. Safety, rescue and health signage is regulated by standards, and the relevant legal requirements must be adhered to.
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RWE corporate identity. Page 17Pictograms, icons and key visuals.
PICTOGRAMS. Exception: directional signs.Directional signs are created in the design area used for hazard and warning signs, and are always ush to the edge that they are pointing towards.
The line edges of the directional arrows are not roun-ded. If a directional arrow is combined with a symbol, the directional arrow is aligned with the centre of the symbol.
LARGE DIRECTIONAL ARROW
Line thickness: 6 subunits
SMALL DIRECTIONAL ARROW
Line thickness: 3 subunits
DIRECTIONAL ARROW SIGNAGE
For outdoor signage, the bar of the
arrow is extended.
1
1
2 3
2 3
Pictograms with second information level
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Pictograms, icons and key visuals. RWE corporate identity. Page 18
Non-smoking area
Car park
Post room
PICTOGRAMS. Examples.
Information
Lift
Conference room
1
5
9
2
6
3
7
4
8
1
2
3
4
5
6
7
8
9
Sample implementation in conformity with brand image and defined parameters.
Unisex WC
Smoking area
Directional symbols
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RWE corporate identity. Page 19Pictograms, icons and key visuals.
PICTOGRAMS. Sample applications.Pictograms can be used for both three-dimensional and two-dimensional applications. When used as markers, they can be used in conjunction with additional informa-tion text (cones, signage), as well as on their own.
If they are used with additional information text, their size generally corresponds to the cap height (x) of the text. If they are used on their own, their size should correspond to their function (indication of danger, in-formation, etc.) and their surroundings.
In two-dimensional media (e.g. brochures), their size corresponds to at least the cap height (x) and a maxi-mum of 4 the cap height of the associated text.
Pictograms used on their own
Please note:
For detailed information on the design and sizes for
three-dimensional applications, please refer to the
guideline Signage.
Pictograms in conjunction with information text (brochures)
4x
x
x
x
Pictograms as markers
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RWE corporate identity. Page 20Pictograms, icons and key visuals.
21 Layout22 Overview23 Colours24 Online presentation25 Photorealistic rendering in the BMS26 Sample applications
ICONS.
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RWE corporate identity. Page 21Pictograms, icons and key visuals.
ICONS. Layout.The formal criteria governing the design of icons are more freely defined in order to enable the complex depiction of various information.
For a design in conformity with the brand image, ele-ments such as design area, border line thickness, colour and typography are defined.
The basis for all icons is the circle frame, which has a defined line thickness that all icons and border shapes must adhere to. Motifs are always centred within the frame.
0,075 x 0,075 xxx
xx
CIRCLE FRAMEDiameter: xLine thickness: 0,075 x
COLOURRWE blueCMYK (100/60/0/0)Pantone 2945c
FONTRWE Text Bold
1 2 3
3
2
3
x0,075 x
x
1
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RWE corporate identity. Page 22Pictograms, icons and key visuals.
ICONS. Overview.
Wind energy Natural gas Idea/Energy efficiency
Sample icons for various themes.
Electricity network Heat Oil
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RWE corporate identity. Page 23Pictograms, icons and key visuals.
ICONS. Colours.Icons are generally used in the brand colour RWE blue, but can be used in any of the other brand colours if
these support the theme visually. Usually, the positive version of the icon is used, but the negative one can also be used.
If icons appear on a colour gradient, a contrasting colour should be used as a background.
Sample rendering of an icon in the brand colours
RWE grey 1
RWE grey 2
RWE grey 3
RWE yellow
RWE dark green RWE dark red
CMYK 0.0.0.20
RGB 217.218.219
#D9DADB
CMYK 0.0.0.55
RGB 146.147.149
#929395
CMYK 0.0.0.80
RGB 88.88.90
#58585A
Pantone 201
CMYK 0.100.100.40
RGB 157.13.21
#9D0D15
Pantone 109
CMYK 0.10.100.0
RGB 255.221.0
#FFDD00
Pantone 347
CMYK 90.0.100.0
RGB 0.153.50
#009932
RWE lightblue
Pantone 291
CMYK 35.0.0.0
RGB 176.223.245
#A6CAE1
RWE green
Pantone 368
CMYK 55.0.100.0
RGB 137.186.23
#88BA14
RWE red
Pantone 1795
CMYK 0.100.100.0
RGB 226.0.26
#E2001A
RWE orange
Pantone 137
CMYK 0.45.100.0
RGB 244.158.0
#F49E00
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RWE corporate identity. Page 24Pictograms, icons and key visuals.
ICONS. Online presentation.The designated RWE icons should be prepared for online use as is typical for this type of media. The addition of set graphical elements and effects gives them a three-dimensional look.
An Adobe Photoshop CS3 template is available for download from the RWE brand management system.
Wind energy
Basic background RWE blue
Gradient background
RWE iconpositive
Design of RWE icons for online presentationExamples
Natural gas Idea/Energy efficiency
Electricity network Heat Oil
Outer Glow effect
Color Overlay effect
(Settings for Adobe Photoshop CS3, version 10.0.1)Please note:
An Adobe Photoshop CS3 template
for creating the three-dimensional
look of the RWE icons is available on
the RWE brand management system.
+ + =
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RWE corporate identity. Page 25Pictograms, icons and key visuals.
CMYK 35.0.0.0
PNT 291
RWE yellow
RWE orange
RWE green
RWE red
RWE dark gre
RWE dark re
black
RWE grey 1
CMYK 0.0.0.80
ICONS. Photorealistic rendering in the BMS.
Document symbol(PowerPoint template)
Document symbol(short info)
Folder symbol(guidelines)
Folder symbol (ZIP file)
The depicted icons are used solely in the RWE brand management system.
In electronic media, the icons can be rendered in 3D, as is usual for electronic media. By using colour gradients, re ections and photorealistic images, a 3D impression can be created.
RWE yellow
RWE orange
RWE green
RWE dark gre
CMYK 35.0.0.0
PNT 291
RWE yellow
RWE orange
RWE green
RWE-red
RWE dark gre
RWE-dark re
black
RWE-grey 1
CMYK 0.0.0.80
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RWE corporate identity. Page 26Pictograms, icons and key visuals.
Icons can be used in various media, meaning that the image size can be extremely varied. However, you should ensure that an icons primary function is to make informa-tion easier to understand and to support it visually.
Icons should never be placed in the centre of the commu-nication. If the icons are used with information text, their size generally corresponds to at least the cap height (x) and a maximum of 4x the cap height of the associated text.
An oversized icon is not permitted.
ICONS. Sample applications.
Brochures Internet usage
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CONSECTETEUR 5Lorem ipsum dolor sit amet
LOREM IPSUM 7Consectetuer ipsum dolor
AMET SIT 11Lorem ipsum dolor sit amet
VOLUNTANT 13Consectetuer ipsum dolor
LOREM IPSUM 15Ipsum dolor sit amet Lorem
CONSECTETEUR 17Sit amet consectetuer
LOREM IPSUM 19Lorem ipsum dolor sit amet
AMET SIT 22Consectetuer ipsum dolor
CONSECTETEUR 23Adipscing voluptant
LEBEN Der RWE Energiekatalog 2009
Products
GAS
Products
Products
GAS
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Non-permitted image
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RWE corporate identity. Page 27Pictograms, icons and key visuals.
28 Overview of possibilities29 Design elements
KEy VISUALS.
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RWE corporate identity. Page 28Pictograms, icons and key visuals.
immer besser change management example
of a textual/photographic implementation
E-mobility example of a graphic implementation Mlheim matters example of a photographic
implementation
KEy VISUALS. Overview of possibilities.Key visuals are image elements that conform to the brand image and are used to represent special topics such as promotions or product ranges. There are no formal restrictions to their design, as long as they
conform to the spirit of the brand image. Key visuals can thus be implemented as graphics, text or photographs. The key visual should express the relevant topic in a sim-ple, striking way and ensure a high recognition factor.
The use of key visuals should be approved in advance by the Brand Manager.
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RWE corporate identity. Page 29Pictograms, icons and key visuals.
Brand and secondary colours and colours for emphasis
RWE horizon
Re ection, rounded corners
Silhouette maskSimple colourful relevant
RWE corporate font
KEy VISUALS. Design elements.
Colours Typography Graphic effects
Colour gradients Visual style
Designs in conformity with the brand image ensure a consistent corporate style and make the RWE brand unmistakable.
As far as possible given the implementation technique used for a particular key visual, the defi ned design elements should be used.
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RWE lightblue
RWE green
RWE dark red
RWE red
RWE dark green
RWE blue
RWE yellow
RWE orange
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RWE corporate identity. Page 30Pictograms, icons and key visuals.
CONTACT.If you have any questions relating to the RWE corporate identity, please contact:
RWE AG Group Corporate CommunicationsBrand CommunicationsOpernplatz 1 45128 EssenGermany
T +49 (0) 201 12-15589F +49 (0) 201 12-15924E [email protected]
Published by
RWE AG
Group Corporate Communications
Brand Communications
Opernplatz 1
45128 Essen
Germany
www.rwe.com
RWE Aktiengesellschaft
07 September 2010
All information subject to copyright.
Conception and design
Jung v. Matt/brand identity GmbH