brand guidelinesmedia.supercheapauto.com.au/corp/files/user/media/trade_partner/... · typography...

BRAND GUIDELINES

2.

software requirements

Calibre guidelines were created using Adobe CS Software.

The disc accompanying this pdf contains final artwork supplied in hi-resolution .psd an .ai files.

CONTENTS

INTRODUCTIONBrand values

BRAND ASSETSName + logoLogo clear spaceMinimum logo sizeLogo treatmentMono logo versionsReversed logo versionsOff brand logo treatmentsFontsTypographyColour palette

TEXTURES AND GRAPHIC DEVICESTextureLine graphicWarranty deviceProduct call outsBox frame

IMAGERYVisual style

CALIBRE BLUEElements

BEST PRACTICETypesetting + grammerSpecification boxBox packagingHang sell packagingOne-sided labelsHanging tagsBadgingStencilingBarcodesRecyclable Logos

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1111121213

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3.

BRAND VALUES

WHO WE ARE

CALIBRE. A premium range of products made to last.

When our consumers buy CALIBRE, they’re making a conscious choice that quality matters - and our brand should reflect that.

Every product is engineered to a superior standard, guaranteed to get the job done. We’re a tactile brand, quality you can touch and feel, and whereever possible our packaging should encourage this.

At the heart of who we are is a passion for all things auto. We make products for serious car lovers and for those who know what it means to get your hands dirty.

We stand for three things: Precision. Power. Performance.

4.

NAME + LOGO

The CALIBRE logo must be visible on all communications. Furthermore, the tagline ‘Precision. Power. Performance.’ must be connected to the logo at all times (for exceptions, see Small Scale Logo).

CALIBRE has four logo classifications. Under no circumstances should any one attempt to recreate the CALIBRE logo.

1. MASTER LOGO

The master logo is for general CALIBRE communications, whether they are printed or online.

In any situation that you are unsure about which classification of logo to use, the master logo should be adopted.

2. HORIZONTAL LOGO

The horizontal logo is to be used sparingly on packaging only. It is only for long boxes or where the master logo cannot appropriately fill the space. For best practice, view page 25.

3. EXTENDED TAG LOGO

This logo may be used on all communications where it is not feasible to have the master or horizontal CALIBRE logo. The tagline must not appear below 9.5pt to retain legibility. For best practice, view page 26.

4. SMALL SCALE LOGO

For third party publications, instances where several logos will be present, or where the CALIBRE logo will appear too small for the tagline to be legible (when the tagline will be below 9.5pt. The small scale logo may also be scaled up for stencil or badging use on products (see pages 26, 27 and 28 for best practice).

BRAND ASSETS

5.

BRAND ASSETS

LOGO CLEAR SPACE

Minimum clear space is required around the logo at all times. The minimum logo margin below is equal to the A in the CALIBRE logo. This applies when using any CALIBRE logo.

MINIMUM LOGO SIZE

CALIBRE Master Logo and CALIBRE Horizontal Logo should never be reduced smaller that 15.2mm. In circumstances where the logo needs to be smaller, CALIBRE Extended Tag Logo should be used (on packaging or other communications).

CALIBRE Extended Tag Logo should never be reduced smaller than 6.25mm height. Logo width is determined proportionally by the height. At this size, the logo reproduces with clarity and the tagline is equal to 9.5pt type.

CALIBRE Small Scale Logo should never be reduced smaller than 6mm height. Logo width is determined proportionally by the height. At this size, the logo reproduces with clarity.

6mm

15.2mm 6.25mm9.5pt

9.5pt

6.

LOGO TREATMENT

The master logo is the preferred version. The logo, in the majority of communications, sits in the top left corner with the tagline.

For instances where several logos will be present (such as next to competitors, or on sponsorship material), the logo may be repositioned, but this should strictly be for third party communications.

MONO LOGO VERSIONS

The mono logo versions are to be treated in the same way as our 4-colour logos, observing minimum size restrictions and clear space guides.

However, the mono versions are only to be used In a one colour applications; on a white background; on light coloured backgrounds (of third party communications); or where quality of reproduction is in doubt.

1. MASTER LOGO 2. HORIZONTAL LOGO

3. EXTENDED TAG LOGO 4. SMALL SCALE LOGO

REVERSED LOGO VERSIONS

If the CALIBRE logo needs to appear against a dark coloured background (other than the CALIBRE branded texture background), use the reverse version.

VERSIONS

BRAND ASSETS

7.

OFF BRAND LOGO TREATMENTS

The CALIBRE logo and tagline are always used as a complete entity, except when otherwise stated (see page 5). Do not use parts of the logo. Alternative logos (mono and reversed) can only be used when unavoidable.

THE LOGO MUST NEVER BE DISTORTED

DO NOT REMOVE TAGLINE *View page 26, 27 and 28 for exceptions

DO NOT USE THE LOGO ON AN ANGLE

DO NOT CHANGE COLOUR

DO NOT PLACE ON COLOURED, BLACK OR WHITE BACKGROUNDS (UNLESS MONO OR REVERSED) *See page 25 for exceptions

DO NOT PLACE MONO LOGO ON DARK BACKGROUND, OR REVERSED LOGO ON LIGHT BACKGROUND

BRAND ASSETS

8.

FONTS

Two typefaces are used for CALIBRE. There is a decorative font and a san serif family of typefaces. Akashi is our primary typeface, followed by the Helvetica Neue LT Std Condensed family - both should be used on all communications. There are three weights of the Helvetica Neue LT Std Condensed family, but the preferred is the medium condensed font.

For web use, there are three weights of Arial Narrow family to utilise.

AKASHI - Skew / false italicise 11 degrees

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 1 2 3 4 5 6 7 8 9 10 ! @ # $ % ^ & * ( ) _ - + = ? < >

HELVETICA NEUE LT STD 67 MEDIUM CONDENSED

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 1 2 3 4 5 6 7 8 9 10 ! @ # $ % ^ & * ( ) _ - + = ? < >

HELVETICA NEUE LT STD 67 MEDIUM CONDENSED OBLIQUE


HELVETICA NEUE LT STD 57 CONDENSED


HELVETICA NEUE LT STD 87 HEAVY CONDENSED


WEB USE ONLY - ARIAL NARROW REGULAR


WEB USE ONLY - ARIAL NARROW ITALIC


WEB USE ONLY - ARIAL NARROW BOLD


BRAND ASSETS

9.

TYPOGRAPHY

HEADLINES, SUBHEADS, PRODUCT NAMES

Akashi is to be used for all headlines, subheads and product names across all communications. It should always appear in caps and should always be false italised / skewed 11 degrees.

There are two options for headlines. For all communications, except packaging, the typeface can remain orange on white and textured backgrounds.

For packaging, product names must always be black in an orange call out box (to create a call out box, view page 13). There should never be more than one call out box on a page or product (one on each side is acceptable).

When mentioned in other communications, a product name may appear as a headline or subhead, or become Helvetica Neue LT Std Medium Condensed Oblique in body copy.

Subheads must always appear in orange. Packaging specification tables and listings should use the white background with orange subhead type (view page 17).

COPY

Medium Condensed is the preferred weighting of typeface for all body copy communications. For highlights, Medium Condensed Oblique is to be used.

For urls or important information (other than product information), Bold Condensed may be used sparingly.

For T&Cs, specification boxes, or other smaller information, Condensed should be used (view page 17).

BEST PRACTICE

AKASHI HEADLINE

AKASHI SUBHEAD - SAME SIZE AS BODY COPY

Helvetica Neue LT Std 67 Medium Condensed Body Copy. For highlights or product names, use Helvetica Neue LT Std 67 Medium Condensed Oblique.

87heavycondensed.com.au

Terms and Conditions in Helvetica Neue LT Std Condensed. ia ni volupti totaes ullessequam quas aceperore sequi aut dolupta santia veliquatius dent. Everibus aut evelicia solut as mint poritat uribusti doluptatis ad magnis corrori tibus, ipsunt que porempo totati sam alia que re prerm ulpa id quias aliaeri oratur rempore rruptatur auda dellacea alit exceati dolorporum quamus simporporem accaece rcimi tet.

AKASHI HEADLINE

AKASHI SUBHEAD - SAME SIZE AS BODY COPY

Helvetica Neue LT Std 67 Medium Condensed Body Copy. For highlights or product names, use Helvetica Neue LT Std 67 Medium Condensed Oblique.

AKASHI PRODUCT NAME

Helvetica Neue LT Std 67 Medium CondensedProduct information, no bullet points

BRAND ASSETS

10.

COLOUR PALETTE

The CALIBRE colour system comprises of two palettes:

1. Master brand colour palette for all communications, including packaging.2. Web colour palette for online communications.

1. MASTER BRAND COLOUR PALETTE

The primary brand colours are orange, black and grey. A Calibre blue has been developed for certain communications. In most circumstances, a four colour palette will be used, but in some instances our orange or blue may be produced as a spot colour. Their breakdowns are listed below.

PMS 144C PMS Process Black C Cool Gray C

C0 / M52 / Y100 / K0 C0 / M0 / Y0 / K0 C38 / M29 / Y20 / K58 PMS 144C

PMS 2995C

C87 / M1 / Y0 / K0

2. WEB COLOUR PALETTE

To remain consistent with printed materials, use the following breakdowns for each of our core colours.

R233 / G131 / B0 R30 / G30 / B30 R97 / G99 / B101 #e98300 #1E1E1E #616365

R0 / G169 / B224 #00A9E0

BRAND ASSETS

11.

TEXTURE + LINE GRAPHIC

CALIBRE has two branding elements: the carbon fibre texture and aerodynamic line graphic. Both are used to enhance the premium and precision quality of the brand.

1. TEXTURE

Two versions of the texture have been created. One for print use, and a second for web use. Both are 4 colour vectors that can be scaled up and down depending on usage. Should the texture be too small, duplicate and line up the grooves.

Under no circumstances should the texture be rotated or distorted. While scale will vary, use the examples below as a guide. The texture grooves should remain small and subtle at all times, roughly the width of the space between the ‘e’ in CALIBRE and the dash below it.

2. LINE GRAPHIC

The device is used to add interest to communications where appropriate. It cannot be rotated, altered or distorted. It has been created for print and web use. It can be scaled up and down to fit the space. The device is also used to add interest when no photography is available.

It can be used on a white or textured background. For best practice, view pages 18-24.

TEXTURE + GRAPHIC DEVICES

Space between ‘e’ and dash = texture groove

Angle should be in line with the ‘a’

12.

WARRANTY DEVICE

The CALIBRE warranty device has been developed for use on all communications. It can be altered to suit the time frame. It has been developed for print and web use. The device should be placed in the top right hand corner where space allows.

The word conditional should never be smaller than 9.5pt, if the word conditional becomes to small in proportion to the device, make the condtion a T&Cs.

PRODUCT CALLOUTS

Front facing packaging should be limited to one visual or dye cut. Further images or features may be highlighted on the sides or back of packaging. To call out specific features, use the Akashi font and minimise copy so it is short and punchy.

It should be ranged left of the warranty where possible.

CONDITIONAL CONDITIONAL

LIFETIME


LIFETIME


LIFETIME


LIFETIME

WW W

W WW

W

W1/2 w1/2 w

1/2 w1/2 w

POWERS 240V FROM 12V SOURCE

DVDS, LAPTOPS, COFFEE MACHINE, DESKLAMP + RECHARGEABLE BATTERY PACKS


13.

BOX FRAME

The box frame should be used for all images (except those on the front of packaging) and product names. It can be used in a a number of ways.

CREATING THE PRODUCT CALL OUT / IMAGE BOX

One edge should have the rounded curve of the cap C (AKASHI font, skewed 11 degrees), while the other should have a hard edge (standard box, skewed 11 degrees). For best practice, see below and right.

PRODUCT FEATUREAny added product information should be in our copy font.


MAIN IMAGEIf you have several images, you can also make a large box frame and place the images together on a white background only.

PRODUCT FEATURE

PRODUCT FEATURE

PRODUCT FEATURE

PRODUCT FEATURE

IMAGE SHOULD FILL FRAME

SEVERAL IMAGES BACKGROUNDS CROPPED OUT

IMAGE IN HERE

IMAGE IN HERE IMAGE IN HERE

IMAGE IN HERE IMAGE IN HERE


14.

VISUAL STYLE

Our photography and product imagery should reflect the style of packaging - clean and dynamic. Products should be shot wherever possible front 3/4, not front on.Images should never appear washed out, and may need additional retouching to avoid this.

Images should be colour matched correctly to the product being sold.

Images should be of a high resolution (300dpi minimum).

Images should be cropped carefully so that background is not visible.

Images should never be scaled up. Use a suitable image. If there is none of good quality available, do not use an image.

Images should be shot front 3/4 angle.

Black sections of photography should be black, not shades of grey.

Never use vectors or illustrations. Photography and line graphic only.

IMAGERY

Images should not appear grainy.

Images should not looked pixelated or be of lower resolution than required for the media.

Images should not look overly-flared. Lighting should be consistent with the product on the shelf.

Images should not look too dark. Lighting should be consistent with the product on the shelf.

15.

ELEMENTS

While the primary palette for CALIBRE is orange, black and grey, a secondary colour palette has been developed for all communications.

In instances where the blue palette is required, substitute orange for blue. In most circumstances, use blue when the corresponding product is blue. The guidelines for each section must still be strictly adhered to. Below are some examples for reference.

1. LINE GRAPHIC

For instructions on use, view page 11.

2. WARRANTY DEVICE


3. PRODUCT CALLOUTS


4. BOX FRAME


CALIBRE BLUE


POWERS 240V FROM 12V SOURCE

DVDS, LAPTOPS, COFFEE MACHINE+ RECHARGEABLE BATTERY PACKS


IMAGE SHOULD FILL FRAME

16.

TYPESETTING + GRAMMER

When abbreviating words for product names, listings, or specification tables, refer to the following.

BEST PRACTICE

EXAMPLE 1: PRODUCT NAMES

Abbreviations with SPACE

Word ExampleLight Emitting Diode 24 LEDPiece 38 PCEDrive 3/8” DRIVELitre 2 LITRE

Abbreviations with NO SPACE

Word Example

Volt 12VWatt 30WKilogram 250KGMetre 3M

EXAMPLE 2: PROOF POINTS

Listing sizes:

Size: 6” x 9”

Size: 16cm x 23cm

Available in 17, 19, 21 or 23mm

Available in 13mm or 15mm

Imperial Socket Sizes: 1/4”, 3/8”, 1/2”

Listing multiple items or contents of a product:Contents:2 x Front seat covers1 x Rear seat cover1 x Steering wheel cover2 x Seat belt buddies

When there is not enough room to list as above, use commas with no line breaks. For example:Contents: 2 x Front seat covers, 1 x Rear seat cover, 1 x Steering wheel cover, 2 x Seat belt buddies

EXAMPLE 3: SPECIFICATION TABLES

Word Example

Pounds Per Square Inch 1450 PSI

Kilovolt-amphere 1.8 kVA

BAR 1.8 BAR

Cold Cranking Amps 270 CCA

Ohm 4 Ohm

Volts Alternating Current 240V AC

Volts Direct Current 12V DC

Litre 5 Litre

Watt 6 Watt

Amphere 7 Amp

Volt 12 Volt

Centimetre 6cm

Revs Per Minute 2400rpm

Milimetre 7mm

Metre 8m

Light Emitting Diode 24 LED

Kilogram 250kg

Gram 375g

Militre 100ml

Horsepower 2HP

Decibels 70dB

Maximum Max.

Litres Per Minute LPM

17.

SPECIFICATION BOX

CALIBRE specification boxes are to be used on textured packaging wherever possible. If there is space available, they should either be placed on the side or back of packaging and always be in a white standard box.

For products that require specific specialty call outs, refer to page 12.

Specification boxes are to be used on product packaging that requires technical specifications. They should

EXAMPLE: SPECIFICATIONS BOX

BEST PRACTICE

Weight

Peak Power

Boost Power

Battery Power

Booster Cables

Booster Clamps

Recharge Adaptor

11.3kg

1100 Amp

500 Amp

21AH / 12V

115cm tin coated copper

Heavy duty stainless steel - 600 AMP rated

240V AC or 12V DC

SPECIFICATIONSEqual spacing

Equal spacing

Equal spacing

18.

BOX PACKAGING

BEST PRACTICE

19.

BOX PACKAGING

Use a grid and always align where possible.

BEST PRACTICE

20.

BOX PACKAGING

BEST PRACTICE

21.

HANG SELL PACKAGING

BEST PRACTICE

22.

HANG SELL PACKAGING


BEST PRACTICE

23.

ONE-SIDED LABEL PACKAGING

BEST PRACTICE

24.

ONE-SIDED LABEL PACKAGING


BEST PRACTICE

25.

LOGO VARIATIONS - HANGING TAG

BEST PRACTICE

When space allows, use the master logo. The CALIBRE logo should still be more prominent than the product name. The CALIBRE tagline should be no smaller than 9.5pt, the same size as the PLU, Code and ‘Made in’ information.

When there is no graphic device due to space, use the horizontal logo for landscape formats. The CALIBRE logo should still be more prominent than the product name. The CALIBRE tagline should be no smaller than 9.5pt, the same size as the PLU, Code and ‘Made in’ information.

26.

LOGO VARIATIONS - HANGING TAG

BEST PRACTICE

When there is limited space and the format is landscape, use the extended tag logo. The CALIBRE logo should still be more prominent than the product name. The CALIBRE tagline should be no smaller than 9.5pt, the same size as the PLU, Code and ‘Made in’ information.

When there is limited space, use the small space logo. The CALIBRE logo should still be more prominent than the product name. The CALIBRE logo should be no smaller than 6mm, and the PLU, Code and ‘Made in’ information no smaller than 9.5pt.

27.

BADGING

When badging products with permanent CALIBRE branding, always use the CALIBRE logo without a tagline (see small scale logo, page 4). For use as a badge, use a box frame (view page 13) in black with a metallic keyline edge in light grey (C0/M0/Y0/K20). The keyline should be roughly the same width as the keyline on the CALIBRE logo.

BEST PRACTICE

28.

STENCILING

When stenciling products with permanent CALIBRE branding, always use the CALIBRE logo without a tagline (see small scale logo, page 4). Reversed or mono versions of the logo are acceptable, but refer to page 6 & 7 to determine which to use.

BEST PRACTICE

29.

BARCODES

The size specifications for EAN 13 GTIN’s on consumer units are:Nominal 100%

The white box of area surrounding the barcode: Width = 37.29 mm, Height = 25.93 mm

The barcode for this white area must be: Width = 31.35 mm, Height = 25.93 mm

See example to the right.

One of the mandatory packaging requirements is that each barcode must scan ‘first time, every time’.

Please Note: If the size of the product does not allow compliance to these specifications - eg. chewing gum. please contact the Category Manager involved and they will get new specifications from our Logistics Department.

Other information about barcodes can be found on our website at: www.supercheapauto.com (under the packaging, barcode and logistic data specifications link).

BEST PRACTICE

9 3 1 2 3 4 5 6 7 8 9 0 7

9 3 1 2 3 4 5 6 7 8 9 0 7

37.29mm31.35mm

3.63mm 2.31mm

2.75mm

22.8

5mm

23.1

8mm

24.5

0mm

25.9

3mm

30.

RECYCLABLE LOGOS

The Supercheap Auto Group is part of the Australian Packaging Covenant and has committed to the principles of sustainable packaging and providing adequate information to our customers to be able to identify recyclable packaging.

All artwork must display the applicable logo and information regarding recycling capabilities; and must meet the guidelines for packaging as per our Packaging, Barcoding and Labelling Specifications available on our website.

The Recyclable logo should never appear less than 15mm wide. The qualifying statement should appear in a reasonable size in order to be clearly visible by all our customers.

The logo and information should be located near the barcode information and multiple logos should be located next to each other in all circumstances.

If any of the packaging (or the product itself) is recyclable, one of the following logos must be used.

EXAMPLE: PACKAGING

EXAMPLE: PORTION OF PACKAGING IS RECYCLABLE

EXAMPLE: PRODUCT

BEST PRACTICE

Recyclable product

Recyclable packaging

Recyclable plastic

Recyclable cardboard

Recyclable steel

PLU: 156861CODE: BCD-260061Manufactured and packaged forSUPERCHEAP AUTO PTY LTDABN 64 085 395 124751 Gympie Road, Lawnton,Queensland 4501, AustraliaMADE IN CHINA

Recyclable packaging9 3 1 2 3 4 5 6 7 8 9 0 7

brand guidelinesmedia.supercheapauto.com.au/corp/files/user/media/trade_partner/... · typography...

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