avro gse design and brand guidelines€¦ · the logo symbol consists of 2 key elements. the blue...

DESIGN ANDBRAND GUIDELINES

Avro GSE

CONTACT

Address

Avro GSE2 Marconi Road P.O. Box 990 OxbowSaskatchewan Canada S0C 2B0

Phone & Fax

Free Toll: 1.800.667.5155Phone: 1.306.483.5055

Online

Email: [email protected]

Website: www.avrogse.com

BRAND COLLECTION

V3

Avro GSECorporate Brand Guidelines

Version: v1 // 2017

SECTION 0INTRODUCTION

THE DESIGN GUIDELINES

These guidelines describe the visual and written elements that represent the corporate identity of Avro GSE. This identity includes our name, logo and other elements, such as color, type and graphics.

Sending a consistent and controlled visual message of who we are is essential to presenting a strong, unified image of our company.

These guidelines reflect Avro GSE s commitment to quality, consistency, and style.

The Avro GSE brand, including the logo, name, colors and identifying elements, are valuable company assets.

Each of us is responsible for protecting the company’s interests by preventing unauthorized or incorrect use of the Avro GSE name and logo.

SECTION 1CORPORATE LOGOThe Logo IntroductionThe Logo ApplicationThe Logo ElementsClearspace and ComputationIncorrect Logo Applications

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4

1

2

Avro GSE Corporate Brand Guidelines

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LOGO INTRODUCTIONOur Logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination

of the symbol itself and our company name – having a fixed relationship that should never be changed in any way.

THE FULL LOGOTYPE

The Avro GSE Masterbrand or Corporate Logo comprises two elements: the logo symbol and logo type. The Logo Symbol is a powerful image evoking the culture of design services - the connection between the strength of communication and the different points that influence.

The logo has a particular relationship with the Avro GSE name.

The Logo Type has been carefully chosen for its modern, yet refined, highly legible style, which has been further enhanced by the use of upper case letters. The typeface is Montserrat Bold

and has also been chosen to complement and balance perfectly with the logo symbol.

The corporate logo is presented through the use of color, as well as shape and form. The two corporate colors are Blue and Red. It is a fresh and appealing blend of colors chosen for its strong combination - modern - classic - timeless.

The Colors have been selected according to international standards, as shown on pages 15-16, and can be easily referenced and implemented.

LOGO: SINGLE-COLOR

4) Single-color Logo - Light Version Use when the non-white background color is of a darker color.

1) The Logo SymbolThe Logo Symbol consists of 2 key elements. The blue arcs suggest lift and flight, and the red trapezoid suggests Avro GSE’s domain on the ground, or runway, and that Avro GSE is always present for ground services and support.

2) The Logo TitleThe font for the name ‘Avro’ is the same as the font used in the Saskarc parent company logo. ‘GSE’ is written in smaller bold letters indicating that the service provided is an anchor to the name, but allowing the company name to be shortened to ‘Avro’.

Attention:Use of any stylized, animated, hand-drawn or other versions of an unofficial logo is not permitted. This undermines the logo system and brand consistency. Please consult with the Avro GSE Marketing Department if you have any questions.

1) The Primary Logo The main logo is in full-color - the Blue and Red logo used on a white background.

When used on a non-white background, use one of the two alternate single-color logo versions.

3) Single-color Logo - Dark Version Use when the non-white color background is of a lighter color.

LOGO: SINGLE-COLOR

x

x x

x


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It is important to keep corporate logos clear of any other graphic elements.

To regulate this, an exclusion zone has been established around the corporate logo. This exclusion zone indicates the closest any

other graphic element or message can be positioned in relation to the logo and our company name.

This fixed relationship - between the logo and other layout elements - should never be changed in any way.

CLEAR SPACE

Full Logo

LOGO CONSTRUCTION, CLEAR SPACE, AND COMPUTATION

Definition-Whenever you use the logo (in any version), it should be surrounded with clear space to ensure its visibility and impact. No graphic elements of any kind should invade this zone.

Computation-To work out the clear space, take the height of the ‘a’ in ‘avro’ and use this dimension to define the border zone around the logo.

1 2

40 mm 30 mm 20 mm

27.6

mm

20.7

mm

13.2

mm

5 6

3 4

AVRO GSE


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INCORRECT LOGO APPLICATIONS

1) Do not place the logo type on 2 lines

2) Do not invert the logo symbol

3) Do not alter the logo symbol

4) Do not alter the logo type style

5) Do not change the size relationship between the logo symbol and logo type

6) Never change the proportions of the logo vertically or horizontally or alter the appearance in any way

APPLICATION ON A BACKGROUND

LOGO CSingle-Color Version

LOGO BSingle-Color Version

LOGO AFull-Color Version

MINIMUM LOGO SIZES

Full-Color LogoMinimum Size: 20 mm x 13.2 mm

SECTION 2CORPORATE TYPOGRAPHYThe Corporate FontsPrimary FontSecondary FontFont Hierarchy


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Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Avro GSE communications.

We have selected Montserrat and Source Sans Pro as the primary and secondary corporate typefaces. Via subliminal associations, these fonts help inject a sense of energy and enthusiasm into the entire Avro GSE brand.

THE CORPORATE FONTSAND TYPOGRAPHY

PRIMARY FONTMONTSERRAT

DESIGNER : JULIETA ULANOVSKY

- THE FONTMontserrat is a free, open source licensed font distributed under the SIL Open Font License. It is available in the Google Font Library.

Monsterrat characters are clean, geometric and elemental, and they project a strong, secure structural feeling to align with the Avro GSE service USP. This font should be used for all Headers and Sublines.

TYPE EXAMPLESMONTSERRAT

M O N T S E R R ATBold

Regular

A B C D E F G H I J K L MN O P Q R S T U V W X Y Za b c d e f g h i j k l mn o p q r s t u v w x y z


Figures

https://fonts.google.com/specimen/Montserrat

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Special Characters

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FONT DOWNLOADLINK

Direct Link :


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Typography plays an important role in communicating an overall tone and quality. Careful use of typography reinforces our personality and ensures clarity and harmony in all Avro GSE communications. We have selected Montserrat and Source

Sans Pro, which helps inject energy and enthusiasm into the entire Avro GSE communications, as the primary and secondary corporate typefaces.

THE CORPORATE FONTSAND TYPOGRAPHY

PRIMARY FONTSOURCE SANS PRO

DESIGNER : PAUL D. HUNT

- THE FONTSource Sans Pro is a sans serif typeface created by Paul D. Hunt for Adobe Systems. It is the first open source font family from Adobe, distributed under the SIL Open Font License. It is available in the Google Font Library.

The typeface is has excellent readability in print and digital formats, and slightly taller proportions allow for narrower columns for faster scanning.

TYPE EXAMPLESSOURCE SANS PRO

SOURCE SANS PROBold

Regular


A B C D E F G H I J K L MN O P Q R S T U V W X Y Za 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

Figures

https://fonts.google.com/specimen/Source+Sans+Pro

0 1 2 3 4 5 6 7 8 9 0

Special Characters

! “ § $ % & / ( ) = ? ` ; :¡ “ ¶ ¢ [ ] | { } ≠ ¿ ‘« ∑ € ® † Ω ¨ ⁄ ø π • ± ‘æ œ @ ∆ º ª © ƒ ∂ ‚ å ¥ ≈ ç√ ~ µ ∞ … – ≤ < > ≥ ˘ › ‹ ◊

FONT DOWNLOADLINK

Direct Link :


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Typographic hierarchy is another form of visual hierarchy, a sub-hierarchy in an overall design project. Typographic hierarchy presents the most important words in lettering that displays the most impact, helping users scan text easily for key information.

Typographic hierarchy creates a contrast between elements. There are a variety of ways you can create a sense of hierarchy. Below are some of the most common techniques that can be used for Avro GSE layouts.

TYPOGRAPHY AND TEXT HIERARCHY

CONTEXT TEXTAND INNER HEADLINES

HEADLINES AND TYPOBREAKS

Caption Text

Copy Text

Headlines Copytext

Sublines Sections

Avro GSE Typo

-

Source Sans Pro Regular

6 pt Type / 9 pt Leading

Avro GSE Typo- Source Sans Pro Regular 8 pt Type / 11 pt Leading

AVRO GSE TYPO- Montserrat Regular - Capital Letters 10pt Type / 10pt Leading

AVRO GSE TYPO- Montserrat Bold - Capital Letters 34pt Type / 30 pt Leading

THE HEADER- Montserrat Bold - Capital Letters 48pt Type / 48 pt Leading

AVRO GSE TYPO- Montserrat Bold - Capital Letters 16pt Type / 16pt Leading

Big Headlines and Title

Sequencer and Title for Marketing

SECTION 3CORPORATE COLOR SYSTEMThe Corporate ColorsPrimary Color SystemSecondary Color System


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Color plays an important role in the Avro GSE corporate identity program. The colors, below, are recommendations for various media. A palette of primary colors has been developed, which comprise the “One Voice” color scheme. Consistent use of these

colors will contribute to the cohesive and harmonious look of the Avro GSE brand identity across all relevant media. Check with your designer or printer when using the corporate colors so that they are always consistent.

THE PRIMARY COLOR SYSTEM AND COLOR CODES

PRIMARY COLORBLUE

-

COLOR CODESCMYK : 65 / 0 / 0 / 30Pantone : 8222 RGB : 0 / 130 / 171 Web : #0082ab

PRIMARY COLORRED

-

COLOR CODESCMYK : 0 / 87 / 88 / 0Pantone : N/A - alt.= Bright Red C RGB : 255/52/23 Web : #ff3417

PRIMARY COLOR SYSTEM

-Explanation: Avro GSE has two official colors: a Blue and a Red. These colors are a recognizable identifier for the company and relate well to the corporate colors of the parent company, Saskarc.

Usage:Use these colors as the dominant color palette for all internal and external visual presentations of the company.

COLOR TONES

COLOR TONES

100 %

100 %

60 %

60 %

THE GRADIENT

THE GRADIENT

Blue Gradient

Red Gradient

80 %

80 %

40 %

40 %

20 %

20 %


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THE SECONDARY COLOR SYSTEM AND COLOR CODES

SECONDARY COLOR SYSTEM

-Explanation: The Secondary colors are complementary to our official colors, but are not recognizable identifiers for the Avro GSE company.

Secondary colors should be used sparingly, that is, in less than 10 percent of the palette in one piece.

Usage:Use them to accent and support the

Tones

Tones

Tones

Tones

Tones

COLOR CODESCMYK : 74 / 13 / 2 / 0 RGB : 0 / 168 / 222Web : #00a8dd

COLOR CODESCMYK : 50 / 0 / 6 / 0 RGB : 130 / 211 / 238Web : #82d3ee

COLOR CODESCOLOR CODESCMYK : 66 / 0 / 31 / 0 RGB : 75 / 187 / 188Web : #4ababb

COLOR CODESCOLOR CODESCMYK : 0 / 27 / 68 / 0 RGB : 252 / 196 / 100Web : #fbc363

COLOR CODESCOLOR CODESCMYK : 22 / 93 /100 / 17 RGB : 171 / 43 / 23Web : #aa2b16

COLOR PALETTE DOWNLOAD LINK

Direct Link :

COLORS ARE CRITICAL TO TRANSFER A BRAND TO THE CUSTOMER.

SECTION 4IMAGES AND BLENDING MODESCorporate ImageCorporate Image ColorCorporate Image Black and WhiteBlending Modes and Options


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Corporate Images assist in transferring the values of Avro GSE to our customers and potential customers. Integrated into communications and marketing campaigns, these images are key in helping to form a composite psychological impression about the firm’s performance, quality, public image, etc.

The elements that make up Avro GSE’s corporate identity - including the name, logo, and representative images - all serve to provide the public with a recognizable brand and to enhance its desirability as a supplier, employer, borrower, partner, etc.

THE AVRO GSE CORPORATE IMAGE : COLORED IMAGES

EXAMPLES FOR AVRO GSE CORPORATE IMAGES Requirements: • source imagery showing equipment

in use, including an airplane in the foreground or background

• settings should be organized, devoid of visual clutter (packaging, trash, non-essential or unrelated items)

• desaturate colors / convert to black and white

• apply 50% transparent mask of #00a8dd

• high contrast /sharp images• energetic and professional

CORPORATE IMAGE DOWNLOAD LINK

Direct Link :


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THE AVRO GSE CORPORATE IMAGE : EQUIPMENT

EXAMPLES FOR AVRO GSE EQUIPMENT IMAGES

Requirements: • clean equipment, no logos• high contrast• sharp images• white or clear background• full-bleed placement

http://www.design-inc.com/images/sw_color.zipCORPORATE IMAGE DOWNLOAD LINK

Direct Link :

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Avro GSE is both an equipment supplier and a service provider. In order to communicate this dual role, it is important that the use of equipment imagery be controlled. When equipment is used as supplementary imagery in a marketing / non-catalog

context, images of equipment should be sourced with white or transparent backgrounds and placed on a page in a full-bleed arrangement to suggest that it is not the equipment that is a priority, but a bigger picture or broader business objective.


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Image compositions should be minimalist style, using solid corporate colors, or colored images as backgrounds, and red color blocks. A key brand element for

layouts is the Avro GSE logo runway in red. This element should only be used as a shape accent horizontally on the top or bottom of a section or page.

THE AVRO GSE COMPOSITIONS FOR IMAGES

EXAMPLES FOR AVRO GSE COMPOSITIONS-

• use color-masked black and white images

• use a text placeholder with a red background

• use the Avro GSE logo runway in red as an accent element on the top or bottom

TITLE

TITLE

TITLETITLETITLE

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SECTION 5CORPORATE ICONOGRAPHYCorporate IconographyApplication


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THE AVRO GSE CORPORATE ICONOGRAPHY

EXAMPLES FOR AVRO GSE CORPORATE ICONOGRAPHY SYSTEM

- How to: - only use an icon with a background- minimum stroke size: 0.5 pt - upscale only proportionally

ICONONOGRAPHY DOWNLOAD LINK

An icon is a pictogram displayed in a digital or print layout which can help the user navigate through content more easily. The icon itself is a small picture

or symbol, and it serves as a quick, “intuitive” representation of an item, idea, process or service.

SECTION 6SUMMARYAND CONTACTSummaryContact


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A SHORT SUMMARY

Avro GSE Branding is intended to communicate the core competencies of experience, commitment, and innovation. The Avro GSE brand elements have been created to be aesthetically-minimal in style to suggest a clean and clear customer experience. Imagery has also been selected to unify and contextualize messaging, helping to clearly represent the categories and quality of service.

It is important to maintain strict adherence to these brand guidelines to develop customer familiarity, professionally promote the business, and support the success of the organization.

Link : http://avro-gse.com

CONTACT

For further information, please contact:

Danielle ArmstrongMarketing Avro GSE

E: [email protected]: +1.800.667.5155

CONTACTAddress

Avro GSE2 Marconi Road P.O. Box 990 OxbowSaskatchewan Canada S0C 2B0

Phone & Fax

Free Toll: 1.800.667.5155Phone: 1.306.483.5055

Online

Email: [email protected]

Website: www.avrogse.com

BRAND COLLECTION

avro gse design and brand guidelines€¦ · the logo symbol consists of 2 key elements. the blue...

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