Manual de identidad corporativa. Do's & Dont's

2. Corporate Identity Manuals & Guides
your
logohere:)
logomark
Mobile Enterprise
This manual also provide in Adobe Acrobat 8.0 PDF file for viewing on Macintosh or Windows
platforms. We recommend downloading the file and viewing it on your desktop. All entries on
the contents page are linked to their respective pages. The complete file or its individual pages
can also be printed on 8.5” x 11” paper, preferably using a color printer.

3. corporate identity manuals & guides Brand Name Here
Table of Content
1.0 Introduction
2.0 Basic Standards
3.0 Color
4.0 Typography
5.0 Stationary System
6.0 Applications
7.0 Glossary
page number from total 27 pages

4. 1.0
corporate identity manuals guides Brand Name Here
Introduction

5. introduction corporate identity manuals guides Brand Name Here
Introductions
Short information to this manual
This manual is a reference for staff and suscipit turpis ultrices. Praesent suscipit
members who need to understand the volutpat nisl ut egestas. Nunc vel eros
philosophy of, necessity for and process diam, a scelerisque magna. Aenean
of Brand Management. The accom- venenatis massa ac sapien rhoncus
panying Brand Management Tool Kit varius. Vestibulum commodo sapien
is a resource for those who need to sed risus feugiat et mollis lorem rutrum.
undertake specific brand management Aliquam at mauris ac diam varius
activities. dapibus. Phasellus iaculis ullamcorper
Lorem ipsum dolor sit amet, con- mattis. Suspendisse eu mi odio, at
sectetur dipiscing elit. Aliquam eu felis luctus tortor. Ut cursus, eros id ultric-
nibh. Suspendisse convallis tempor ies convallis, mi risus hendrerit lectus,
mattis. In hac habitasse platea dictumst. luctus cursus velit massa non dolor.
Quisque commodo rhoncus auctor. Suspendisse tristique quam ut dolor
Nunc sed iaculis est. Mauris eget ligula varius vitae euismod libero tristique.
ut nisi interdum placerat non in velit. Mauris mattis sagittis pretium. Cum
Suspendisse pharetra vulputate risus, sociis natoque penatibus et magnis dis
et tristique lacus semper sit amet. Cras parturient montes, nascetur ridiculus
sagittis ipsum eget dui bibendum quis mus. Ut velit turpis, vehicula vitae sem-
page number from total 27 pages

6. 2.0
corporate identity manuals guides Brand Name Here
basic standards

7. basic standards corporate identity manuals guides Brand Name Here
18 px The Logo Signature
6 px 12 px
your your
logohere:) logohere:)
6 px logomark logomark
logomark logotype
Lorem ipsum dolor sit amet, con- ut nisi interdum placerat non in velit. diam, a scelerisque magna. Aenean mattis. Suspendisse eu mi odio, at
sectetur dipiscing elit. Aliquam eu felis Suspendisse pharetra vulputate risus, venenatis massa ac sapien rhoncus luctus tortor. Ut cursus, eros id ultric-
nibh. Suspendisse convallis tempor et tristique lacus semper sit amet. Cras varius. Vestibulum commodo sapien ies convallis, mi risus hendrerit lectus,
mattis. In hac habitasse platea dictumst. sagittis ipsum eget dui bibendum quis sed risus feugiat et mollis lorem rutrum. luctus cursus velit massa non dolor.
Quisque commodo rhoncus auctor. suscipit turpis ultrices. Praesent suscipit Aliquam at mauris ac diam varius Suspendisse tristique quam ut dolor
Nunc sed iaculis est. Mauris eget ligula volutpat nisl ut egestas. Nunc vel eros dapibus. Phasellus iaculis ullamcorper varius vitae euismod libero tristique.
page number from total 27 pages

8. basic standards corporate identity manuals guides Brand Name Here
Logotype With Unit
Signatures
your your
logohere:) logohere:)
logomark logomark
Mobile Enterprise Post Production House
your your
logohere:) logohere:)
logomark logomark
Advertising Agency Air Tours Five Stars Hotel
page number from total 27 pages

9. basic standards corporate identity manuals guides Brand Name Here
Unit Signature
Specifications
x height
your 1/2 x height
x height
1/2 x height
logomark
logohere:) x height
Baseline
Post Production House x height
Baseline
Lorem ipsum dolor sit amet, consectetur dipiscing elit. Aliquam eu felis nibh. sit amet. Cras sagittis ipsum eget dui bibendum quis suscipit turpis ultrices. Praesent
Suspendisse convallis tempor mattis. In hac habitasse platea dictumst. Quisque suscipit volutpat nisl ut egestas. Nunc vel eros diam, a scelerisque magna. Aenean
commodo rhoncus auctor. Nunc sed iaculis est. Mauris eget ligula ut nisi interdum venenatis massa ac sapien rhoncus varius. Vestibulum commodo sapien sed risus
placerat non in velit. Suspendisse pharetra vulputate risus, et tristique lacus semper feugiat et mollis lorem rutrum. Aliquam at mauris ac diam varius dapibus. Phasellus
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10. basic standards corporate identity manuals guides Brand Name Here
Surrounding Space For
Print Web
A prescribed amount of clear space dolor sit amet, consectetur dipiscing
around the logotype should be main- elit. Aliquam eu felis nibh. Suspendisse
tained at all times. No other type or convallis tempor mattis. In hac habit-
Blue Square graphic element may appear within the asse platea dictumst. Quisque com-
Is Cap Height
prescribed clear space. Lorem ipsum modo rhoncus auctor.
Clean area for Complete Logo Elements Clean area for Logotype with unit element Clean area for Logotype with logomark
x pxl
x pxl
x pxl
x pxl x pixel x pxl
page number 10 from total 27 pages

11. basic standards corporate identity manuals guides Brand Name Here
1 2 3 Unacceptable Uses
It is extremely important for brand success that the logotype and signatures
be displayedcorrectly. This includes always using the correct typefaces and the
correct relative positioning and size of all elements. The examples on this and
4 5 6 the following pages illustrate unacceptable displays.
1. Do not distort any portion of the logotype/signature.
2. Do not crop any portion of the logotype/signature.
3. Do not tilt the logotype/signature.
4. Do not rotate the logotype/signature. (An obvious exception to this
guideline would be a vertical street pole banner with logo appearing as
7 8 9
the primary element in a vertical position by necessity.)
5. Do not rearrange components in the signature.
6. Do not alter the alignment of any component of the signature.
7. Do not alter the relative size of the logotype and the unit signature.
8. Do not alter the typeface of the logotype.
9. Do not alter the typeface of the signature.
10 11 12
10. Do not alter the type style (e.g., from all caps to cap/lowercase) of the
signature.
11. Do not add a drop shadow to any part of the signature.
12. Do not alter the relative size of the logotype and logomark.
page number 11 from total 27 pages

12. 3.0
corporate identity manuals guides Brand Name Here
logotype fonts

13. typhography corporate identity manuals guides Brand Name Here
Corporate Fonts
Typography is one of the most recognizable elements of an identity and
helps portray the personality of an organization. The typefaces shown here
are examples of members in the chosen font families. Typefaces from the
Beautiful Museo Fonts Family
same font family that are not listed here may be used as well.
Museo 100 Museo 500 Museo 900
ABCDEFGHIJKLMNOPQRSTU- ABCDEFGHIJKLMNOPQRST ABCDEFGHIJKLMNOPQRST
VWXYZ // abcdefghijklmnopqr UVWXYZ // abcdefghijklmno UVWXYZ // abcdefghi-
stuvwxyz // 1234567890 // pqrstuvwxyz // 1234567890 // jklmnopqrstuvwxyz //
!@#$%^*() !@#$%^*() 1234567890 // !@#$%^*()
Museo 300 Museo 700
ABCDEFGHIJKLMNOPQRSTU- ABCDEFGHIJKLMNOPQRS
VWXYZ // abcdefghijklmnopqr TUVWXYZ // abcdefghijklmn
stuvwxyz // 1234567890 // opqrstuvwxyz // 1234567890
!@#$%^*() // !@#$%^*()
page number 13 from total 27 pages

14. 4.0
corporate identity manuals guides Brand Name Here
colors

15. colors corporate identity manuals guides Brand Name Here
Corporate Colors
Consistent use of color can help build strong brand recognition. This makes it
possible for an organization to “own” a certain set of colors, by leaving a lasting
impression through identification of the organization with that specific color pal-
ette. Lorem ipsum dolor sit amet, consectetur dipiscing elit. Aliquam eu felis nibh.
Suspendisse convallis tempor mattis. In hac habitasse platea dictumst.
Primary Corporate Colors Secondary Colors
Print Print Print
PANTONE Matching System CMYK Matching System WEB Matching System
+ C 100 +C0 +C0 + C 100 + C 100
+M0 + M 100 +M0 + M 100 + M 90
Pantone 184 C 0 + M 100 + Y 100 + K 0 R210 + G16 + B52
+Y0 +Y0 + Y 100 +Y0 +Y0
html# d21034 +K0 +K0 +K0 +K0 +K0
Pantone Cool Gray 6 C 0 + M 0 + Y 0 + K 30 R210 + G16 + B52 Accent Colors
html# d21034
+C0 +C0 +C0 +C0 +C0
+M0 +M0 +M0 +M0 +M0
Pantone Blue 344 C 100 + M 90 + Y 0 + K 30 R210 + G16 + B52
+Y0 +Y0 +Y0 +Y0 +Y0
html# d21034 + K 100 + K 70 + K 30 + K 20 + K 10
page number 15 from total 27 pages

16. colors corporate identity manuals guides Brand Name Here
Color Reproduction
Lorem ipsum dolor sit amet, consectetur dipiscing elit. Aliquam eu felis nibh.
Suspendisse convallis tempor mattis. In hac habitasse platea dictumst. Quisque
commodo rhoncus auctor. Nunc sed iaculis est. Mauris eget ligula ut nisi
interdum placerat non in velit. Suspendisse pharetra vulputate risus, et tristique
lacus semper sit amet. Cras sagittis ipsum eget dui bibendum quis suscipit turpis
ONE-Color Reproduction Two-Color Reproduction Three-Color Reproduction
page number 16 from total 27 pages

17. colors corporate identity manuals guides Brand Name Here
Screens and Shades
The color palette can be increased In hac habitasse platea dictumst.
by using screens and shades that Quisque commodo rhoncus auctor.
Pantone 184
originate from the primary colors. The Nunc sed iaculis est. Mauris eget ligula
lighter tints are created by screening ut nisi interdum placerat non in velit.
the primary colors against white. The Suspendisse pharetra vulputate risus,
darker tints (shades) are created by et tristique lacus semper sit amet. Cras
adding black to the primary colors. sagittis ipsum eget dui bibendum quis
Pantone Cool Gray 6
The tints shown here are examples suscipit turpis ultrices. Praesent suscipit
of this range. Additional screens and volutpat nisl ut egestas. Nunc vel eros
shades can be used as well, according diam, a scelerisque magna. Aenean
to the needs of the application. Lorem venenatis massa ac sapien rhoncus
Pantone Blue 344 ipsum dolor sit amet, consectetur varius. Vestibulum commodo sapien
dipiscing elit. Aliquam eu felis nibh. sed risus feugiat et mollis lorem rutrum.
Suspendisse convallis tempor mattis. Aliquam at mauris ac diam varius
page number 17 from total 27 pages

18. 5.0
corporate identity manuals guides Brand Name Here
stationary system

19. stationary system corporate identity manuals guides Brand Name Here
STATIONARY SYSTEM
Left Margin 1,5”
The stationery standards provided in the following pages are an essential part of
The Beverly Hills Hotel Bungalows Tel: +1 310 276 2251
the logo visual identity system and are to be used by all units.
53545 Sunset Boulevard Fax: +1 310 887 2887
Beverly Hills website: www.yourcompany.com
California 90210, USA email : john.doe@yourcompany.com
Left Margin 4”
Dear Ms. Doe:
Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis
eugue do commolobor summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse eu
faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore conulput dolor amconsed te
tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor
Standard Letterhead
iriure molorpe rciliquat.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex et num deliquat. Ed
dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion
henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore
conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem
alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure Lorem ipsum ud et luptat, quate
enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nul-
laore do exerat, voloborem er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent
pratem dunt lumsandre. Magna at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er
autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea facing ex et num deliquat.
Ed dolorpe rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem er ad
endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna
at aut lore conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, volorem iustinis
diam, veniam, veriliq uipsum ver illaor iriure. Magna at aut lore conulput dolor amconsed te tisl dolor
aut vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure
molorpe rciliquat. Logotype : Pantone® 186
Sincerely,
Address block text : Museo 100
Color : Black
John Smith
Size : 8.5” x 11”
page number 19 from total 27 pages

20. stationary system corporate identity manuals guides Brand Name Here
Business Card
John Doe Logotype : Pantone® 184
The Beverly Hills Hotel Bungalows
53545 Sunset Boulevard
Tel: +1 310 276 2251
Fax: +1 310 887 2887
Address block text : Museo 100
Beverly Hills website: www.yourcompany.com
Color : Black
California 90210, USA email : john.doe@yourcompany.com
Size : 3.5” x 2”
Margin 0,2” Center Alignment
Margin 0,5”
Envelope
Logotype : Pantone® 184
The Beverly Hills Hotel Bungalows Tel: +1 310 276 2251
53545 Sunset Boulevard
Beverly Hills
Fax: +1 310 887 2887
website: www.yourcompany.com Address block text : Museo 100
California 90210, USA email : john.doe@yourcompany.com
Color : Black
Size : #7.75 Monarch envelope 3.875” x 7.5”
Margin 0,5”
page number 20 from total 27 pages

21. 6.0
corporate identity manuals guides Brand Name Here
application

22. application corporate identity manuals guides Brand Name Here
Printed Collateral
Communication materials are a large part of the representation of a brand in the
marketplace. A consistent, unified and strong look is paramount in the recognition
and ultimate success of the brand.
Trifold Brochure
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rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem
er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent
pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut
vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum
ver illaor iriure molorpe rciliquat.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea
facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor
This is an example of the logotype applied to the cover of a brochure promoting
summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse
eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore
conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, Lorem ipsum ud et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe
an individual program. The logotype with the informal seal appears on the rear ad-
volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure Lorem ipsum ud rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem
dress panel of the publication.
et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit, er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent
quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut
henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum
lumsandre. Magna at aut lore conulput dolor amconsed te tisl dolor aut vel in ver illaor iriure molorpe rciliquat.
exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver
illaor iriure molorpe rciliquat. Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea
facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse
facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore
summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit,
eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure Lorem ipsum ud
conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, et luptat, quate enibh ea facing ex et num deliquat. Ed dolorpe rcidunt volorerit,
volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure. Magna at aut lore quis eugue do commolobor summy nullaore do exerat, voloborem er ad endion
conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit, henis nis nis autpatie conse eu faciliquatum venibh et am nonsent pratem dunt
volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure molorpe rciliquat. lumsandre. Magna at aut lore conulput dolor amconsed te tisl dolor aut vel in
exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum ver
rcidunt volorerit, quis eugue do commolobor summy nullaore do exerat, voloborem illaor iriure molorpe rciliquat.
er ad endion henis nis nis autpatie conse eu faciliquatum venibh et am nonsent
pratem dunt lumsandre magna at aut lore conulput dolor amconsed te tisl dolor aut
vel in exerostrud er autem alit wis alit, volorem iustinis diam, veniam, veriliq uipsum Logotype : Pantone® 186
ver illaor iriure molorpe rciliquat.
Duis eriurem velisi bla feu faccumsan utatet la feu faccum er at. quate enibh ea
facing ex et num deliquat. Ed dolorpe rcidunt volorerit, quis eugue do commolobor
Address block text : Museo 100
The Beverly Hills Hotel Bungalows 53545 Sunset Boulevard
summy nullaore do exerat, voloborem er ad endion henis nis nis autpatie conse
Beverly Hills California 90210, USA
eu faciliquatum venibh et am nonsent pratem dunt lumsandre magna at aut lore
conulput dolor amconsed te tisl dolor aut vel in exerostrud er autem alit wis alit,
Tel: +1 310 276 2251 | Fax: +1 310 887 2887
website: www.yourcompany.com
email : john.doe@yourcompany.com
Color : Black
volorem iustinis diam, veniam, veriliq uipsum ver illaor iriure Lorem ipsum ud
Size : 8.5” x 11” Trifold
page number 22 from total 27 pages

23. application corporate identity manuals guides Brand Name Here
Merchandise Examples
Tshirt
Baseball Caps
Mug
Pin
Shopping Bag
This show examples of acceptable uses of the visual identity system on merchan-
dise. Lorem ipsum dolor sit amet, consectetur dipiscing elit. Aliquam eu felis nibh.
Suspendisse convallis tempor mattis. In hac habitasse platea dictumst. Quisque
commodo rhoncus auctor. Nunc sed iaculis est.
page number 23 from total 27 pages

24. application corporate identity manuals guides Brand Name Here
Signage
Outdoor Signage
Indoor Signage
Head Office
Displayed on this page are examples of the current exterior and interior signage
Managing Director Room design. Lorem ipsum dolor sit amet, consectetur dipiscing elit. Aliquam eu felis
Finance Managers Office
Entertainment Room nibh. Suspendisse convallis tempor mattis. In hac habitasse platea dictumst.
Meeting Room
Karaoke Room
Bookstore Creative Staffs
Quisque commodo rhoncus auctor. Nunc sed iaculis est. Mauris eget ligula ut nisi
Social Work John Smith interdum placerat non in velit. Suspendisse pharetra vulputate risus, et tristique
TV Studio Edward S. T.
Gymnasium Lucy Lurker lacus semper sit amet. Cras sagittis ipsum eget dui bibendum quis suscipit turpis
ultrices. Praesent suscipit volutpat nisl ut egestas. Nunc vel eros diam, a scelerisque
magna. Aenean venenatis massa ac sapien rhoncus varius.
page number 24 from total 27 pages

25. 7.0
corporate identity manuals guides Brand Name Here
glossary

26. glossary corporate identity manuals guides Brand Name Here
Glossary
Cap Height // A unit of measurement describing the Logotype // A logo composed of type. Tag Line // A slogan used to support the identity. X-Height // A unit of measurement describing the
height of the left vertical of the large initial Letter in height of the small letter in the logotype. This unit is
the logotype. This unit is used when establishing the Mark // A generic term for a unique graphic symbol, Template // A fi le with an associated style sheet used when establishing the location of the informal
clear space for the logotype or signature. used interchangeably with “logo.” and all standing and serial elements in place on a seal and/or unit signature relative to the logotype.
master page, used for publications following the
Color Palette A // selection of specific colors that are Master Brand // The overarching identifier of an same design.
chosen to coordinate, contrast, or harmonize, as an entity or organization. Also an identity strategy that
aide to maintaining a desired degree of consistency applies the name of the overarching brand to all Typeface // The set of characters including upper-
:)
within a visual identity system. subunits. case and lowercase alphabetical characters, numbers,
punctuation, and special characters. A single typeface
Font // A complete set of type of one size and face. Primary Color Palette // The core selection of contains many fonts of different sizes and styles.
Museo 12 point is a font. identifying colors that are used in a logo. The official Garamond is a typeface.
logo used on legal or ceremonial documents, often
Identity Manual // A formal reference document es- rendered within a circular shape. Serif/Sans Serif In Type Family // A group of fonts of the same basic
tablishing technical and creative standards for a visual typography, a sans serif typeface is one that does not design but with different weights and proportions.
identity system. Typical standards include descrip- have the small thorn-like features called “serifs” at the Museo is also a type family.
tions and specifi cations for reproducing the logo or end of strokes within letters.
logotype, stationery system, common print and web Units // Subdivisions of the overarching organization.
applications, and examples of use on merchandise. Signature // The combination of the logotype with
an additional more specifi c identifier. Unit Signature // The typographic addition to the
Logo // A generic term for a unique graphic symbol, logotype that may be used to designate a specific
display of a name, or a combination of both, that is Supplementary Color Palette // A selection of unit.
used to represent a product, company, organization, colors designed to supplement the primary color
or other entity. palette for use in all related communications except
the logo itself.
page number 26 from total 27 pages

27. Designed by www.afahmy.com © 2011 // The corporate identity manuals guides document is All Right Reserved. ®