metinvest corporate style guidelines · alignment: right edge logo colors: full color layout: upper...
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METINVEST CORPORATE STYLE GUIDELINESMedia and Marketing Communications DepartmentMetinvest Holding, LLC2015
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Metinvest’s corporate style consists
of three main elements that allow for
identifying the Company:
– logo
– corporate colors
– font
These guidelines describe the basic elements of branding/corporate style that form the visual image of Metinvest and the main principles for designs, what is allowed and what is prohibited with concrete examples. These principles and standards equally apply to all of the Group’s enterprises.
The Media and Marketing Communication Department controls the use of elements of the Company’s corporate style. Elements of style shall be used in compliance with the requirements of these guidelines or with the consent of the Media and Marketing Communications Department.
03 Basic corporate style elements
04 Corporate colors
05 Logo
11 Fonts
12 Rules for using images
13 Metinvest name
14 Examples of souvenirs
15 Annexes
16 Annex 1. Wayfinding system elements
19 Annex 2. Paper folders
20 Annex 3. Flags
21 Annex 4. Company letterhead
22 Annex 5. Company’s letterhead black & white
23 Annex 6. C4 envelopes
24 Annex 7. C4 craft envelopes
25 Annex 8. E65 envelopes
26 Annex 9. Business cards
27 Annex 10. Logos for internal projects
38 Annex 11. Bags
29 Annex 12. Graphics in electronic and social media
30 Annex 13. Badges
31 Annex 14. Background walls for press events with logos
32 Annex 15. Presentation
46 Annex 16. Icons
CONTENTS
Аа
Basic corporate style elements
3
Logo
Colors
Font
– These guidelines do not contain requirements for work clothes or production facilities. Information on clothes and facilities can be found in documents relating to those items:
– Standard «Requirements for work clothes, shoes and other personal protection equipment for Metinvest Group enterprise employees», which was approved and enacted by Order #88 of 13.05.2011;
– Standard «On hygienic requirements for the design, repair, maintenance and operation of sanitary and amenity premises of Metinvest Group enterprises», which was approved and enacted by Order #120 of 12.09.2012.
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SYMBOLISM OF COLORSThe red and black colors
symbolize fire and earth, respectively. Earth gives ore to Metinvest. Fire turns it to
finished steel products.
Metinvest WhiteRAL: 9003 Pantone: WhiteCMYK: 0 0 0 0RGB: 255 255 255
183 144 118
110 118 125
177 17 22
Metinvest GrayRAL: 7046Pantone: Cool Gray 9CMYK: 0 0 0 30RGB: 188 190 192
Metinvest RedRAL: 3020Pantone: 485 CCMYK: 0 100 100 0RGB: 237 28 36
Metinvest BlackRAL: 9005Pantone: BlackCMYK: 0 0 0 100RGB: 0 0 0
Corporatecolours
Red, black, grey and white are
Metinvest’s basic corporate colours.
They are colours that can be used
to identify the Company and shall
be used first.
Additional auxiliary shades can also
be used. Don’t use them if it is not
necessary and not as identifying
colours. Additional colors can
be used to help on corporate
presentations, infographics, and
illustrative materials.
BASICCOLOURS
AUXILIARY COLOURS, RGB
Logo
Text elrment (wordmark)
Symbol(glyph, short logo)
The minimum permissible size of the logo is 25 mm for printing and 90 px for electronic communications
Logo
Metinvest’s logo is the «core» of the Company’s entire corporate style. It consists of a group of elements: symbol and text element that use the font HandelGothic.
It is prohibited to change the composition of this group: add new elements or ignore those listed above; include the logo in other groups.
Exceptions indicated in these guidelines include the logos of the Company’s subbrands and fragments of graphical elements as decoration without altering its recognisable form.
Symbol can also be used separate from the text element as a short version of the logo. That said, the same rules must be applied to these graphical elements as for the full version (limited to corporate colors, whitespace, proportions).
The Media and Marketing Communications Department of Metinvest Holding must approve of the use of fragments and/or compact versions of the logo.
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Main (full color) InvertedMonochromeFull color inverted
Cyrillicversion
Latinversion
There are Cyrillic and Latin versions of logo. The Cyrillic version of the logo is used for Ukrainian media.In other cases, the Latin versionis used.
Four possible color combinationsare presented below.
Monochrome versions and/or background color boxes can be used if the logo is hard to distinguish ona heterogeneous background or if it is impossible to reproduce it in full color.
Logo
Versionsof the logo
LOGO COLORS
6
Proportions between graphic element and text
element
h=85%H
H
h
Manual kerning
Distance between graphic element
and text element
Whitespace The proportions of the logo’s components are fixed.
Always use original master files and never change element sizes and proportions arbitrarily.
The logo’s components constitute a single block of information, which can be read without any difficulties on any media and in any setting.
This block shall be separated from surrounding elements by a buffer zone, the minimum size of
Always keep white space (it shall be equal at least to the height of the M-shape component of the graphic element) between the logo and other elements.
Logo
Proportionsand materials
7
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Infringements of the proportions of the logo’s components
Use of colors not envisaged by these guidelines
Deformation of the logo or its components
Use of the logo in the background where it’s difficult to distinguish
Change the layout of the logo
Repeated use of the graphical element is not desirable
Incomplete logo image
первый пункт;второй пукт;третий пункт.
Adding a shadow or outline to the logo
Addition of extra elementsto the logo
Incorrect usage of logo
Logo
8
The logo shall be readable without any difficulties on any media and in any setting.
For this, it is necessary:
– to keep white space arround the logo
– to select optimal sizes, colors and layouts for the logo
Too many elements Unreadable
Well-ordered blocks Monochrome on a color background Sufficient visibility
6 м
Unreadable
6 м
Logo
9
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Fonts
Main typeface of the Company is the
Officina Sans font. It should be used
for print work and small text blocks
in print and advertising materials. It
can also applied to navigation signs
at the Group’s enterprises to enhance
Corporate identification.
For documents and email, it is
recommended to use additional typefaces - standard navigation sign
fonts without serifs that are similar
in style to Officina Sans: Arial,
Trebuchet.
It is not recommended to use more
than 2 different typefaces in one
media.
It is not allowed to use fonts
not outlined in these guidelines
without the approval of the Media
and Marketing Communications
Department.
Officina Sans BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Officina Sans MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Officina Sans BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Officina Sans Extra BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
TrebuchetABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
ArialABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Main typeface
Additional typefaces
Trebuchet is used for corporate business cards
Arial is used for digital communicaton
11
х
хх
y
0,5y
0,5y
1,6 х
The following rules must be followed for co-branding.
1. For horizontal formats:.The height of the Metinvest logo with the buffer zone should be x. Other horizontal logos should not be taller or longer than the Metinvest logo and the height of the vertical of the logo shall not exceed the size 1,6 х.
2. For vertical formats:The width of other horizontal logos shall not exceed the size y. The size of the vertical logo shall not exceed 0,5 y.
Logo
Co-branding
10
Other logo
Other logo
Otherlogo
Otherlogo
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It is recommended to use positive
images, dynamic photography,
visually interesting images, saturated
colors and contrasting combinations.
It is not allowed to use images of sad
or tired people or hard work. Avoid
images of old equipment, rust, dirt,
or defective products.
Do not use staged photographs,
without movement or depth.
Rules forimages usage
Faded images, indistinguishable elements and logosPicturesque views
Defective products
Tired man in the outdated workwear
Quality products
Exciting production
12
Metinvest may refer to both
the Metinvest trademark
and names of organizational
structures.
Depending on the name of the object,
the following rules can be applied to
mentions of Metinvest in different
communication materials.
Metinvestname
13
Metinvest as name of the organizational structure
Full legal name of the Company is written as follows:
Metinvest Holding, LLC
Quotation marks are not used for foreign legal entities and for Ukrainian legal entities’ names in English:
METINVEST B.V.Metinvest Carpathia SRL
For the management company, the legal name or Company’s name without indication of legal form can be used. It is not required to use all capital letters or quotation marks; it is not allowed to transpose the words - Holding Metinvest:
Metinvest Holding
It is recommended to avoid using the word «holding». Synonyms are recommended instead, for example «company».
To identify all enterprises of Metinvest Group the following options can be used:
Metinvest Metinvest Group
Metinvest as a trademark
Two different language versions of the Metinvest trademark are registered:
For Ukrainian and Russian language media, the logo in Ukrainian language is used.
For other languages, the English logo is used.
МЕТІНВЕСТMetinvest
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Annexes
Paper bag A4 paper folder A5 writing pad
Mousepad
Pens, pencils
USB flash drives
Examples of souvenir products
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Wayfinding system elements
Сервисный металлоцентрМетинвест-СМЦ
17
Wayfinding system elements
The Group’s enterprises use
wayfinding systems : signs, tables,
traffic diagrams and other visual
means of navigation. To make them, it
is necessary to use the basic elements
of corporate style.
There are different design options for
corporate style, which shall be used
depending on the specific situation.
It is necessary to consider the
illumination of the location, distance
and relationship of elements.
It is recommended not to use icons
and fonts that lack contrast.
Use larger letter spacing for options
with reverse lettering.
2 ïоверõ
1 ïоверõ
2 ïоверõ
1 ïоверõ
16
Annex 1 to the Metinvest Corporate Style Guidelines
Signboardssample
Tables sample
Tables sample
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Paper folder
19
Annex 2 to the Metinvest Corporate Style GuidelinesWayfinding system elements
Unified style of the typeface and icons
18
Tablesplacement
sample
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Used for electronic communications and color printing. For black-and-white printing, it is recommended to use special letterhead on page 21 of these guidelines.
Marginstop: 20 mmbottom: 15 mmleft: 30 mmright: 15 mm
Main text font: Arial, 11 ptline spacing: 16 pt
Headlinefont: Arial Bold, 13 pt
Text in headerfont: Arial, 8 ptline spacing: 10 ptcolor: 50% black, Metinvest redalignment: right edge
Logocolors: full color layout: upper left cornerwidth: 50 mm
Paperformat: А4density: from 80g/m
Letterhead
21
25 mm
20 m
m
15 mm
50 mm
Annex 3 to the Metinvest Corporate Style Guidelines
20
WIDE-FORMAT FLAG Aspect ratio: 4х6
Canvas color: white Logo: full color
Canvaswhite satin or silk
Logofull color
flagpoleit is recommended to usewhite metal
Flags
Annex 2 to the Metinvest Corporate Style Guidelines
DESK FLAG Aspect ratio: 4х6
Canvas color: white Logo: full color.
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27 mm
27 m
m
Sizes 229 х 324 mm
Logofull color, located at upper left corner
C4 envelope
23
Annex 5 to the Metinvest Corporate Style Guidelines
Used for black & white printing, faxes and other situations when it is technically impossible to render corporate colors.
Marginstop: 20 mmbottom: 15 mmleft: 30 mmright: 15 mm
Main text font: Arial, 11 ptline spacing: 16 pt
Headlinefont: Arial Bold, 13 pt
Text in headerfont: Arial, 8 ptline spacing: 10 ptcolor: 50% black, blackalignment: right edge
Logocolors: blacklayout: upper left cornerwidth: 50 mm
Paperformat: А4density: from 80g/m
Letterhead: black & white printing
22
Annex 4 to the Metinvest Corporate Style Guidelines
25 mm
20 m
m
15 mm
50 mm
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Sizes 110 х 220 mm
Logofull color, located on the upper left corner
E65 envelope
25
20 mm
15 m
m
Annex 7 to the Metinvest Corporate Style Guidelines
27 mm
27 m
m
Sizes 229 х 324 mm
Logoblack, located on the upper left corner
C4 craftenvelope
24
Annex 6 to the Metinvest Corporate Style Guidelines
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Annex 8 to the Metinvest Corporate Style Guidelines
Business cards
Logo (32 mm)
Name
PositionDepartment, Trade Entity(optional)
ContactsCOMPANYsite
90 mm
50 mmBusiness cards are made in 3 three languages: Ukrainian, Russian and English. Two-sided business cards are not allowed
Different templates for different structural units of the Company can be used.
Dimensionswidth: 90 mmheight: 50 mm
FontTrebuchet, 6-8 pt
Whitespace5 мм
Materialdull coated paperdensity from 250 g/m2
26
BUSINESS CARDS OF DIFFERENT STRUCTURAL UNITS
Sales organisations Production assets
Elements of Metinvest’s corporate
style can be used in internal projects.
In some cases, this use does not have
to comply with these guidelines in
full, but these should be exceptions.
The creation of such logos is allowed
only with the agreement of Media
and Marketing Communications
Department.
Annex 9 to the Metinvest Corporate Style Guidelines
27
Logos for internal projects
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Bags
28
Plastic bag Horizontal paper bag Vertical paper bag
Annex 10 to the Metinvest Corporate Style Guidelines
Graphics in digital media and social networks
Для изображений, публикуемых в социальных медиа, установлены следующие рекомендации:
1. The size and proportions of the image should fit a news ticker.
2. The headline should be readable with and without zooming-in.
3. The image should not contain too many elements. Optimal compositions consist of succinct headlines, simple illustrations and a logo. Comments, footnotes and illustration details complicate the message.
Annex 11 to the Metinvest Corporate Style Guidelines
29
Headline
Illustration
Logo
Note
Comments
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Бейджи
30
Annex 12 to the Metinvest Corporate Style Guidelines
Horizontal on a pin90х50 mm
Vertical on a lanyard 50х80 mm
Horizontal on a lanyard 100х80 mm
Horizontal metallicon a pin
Background walls for press events with logos
Annex 13 to the Metinvest Corporate Style Guidelines
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Corporate presentation
Annex 14 to the Metinvest Corporate Style Guidelines
32
TEMPLATE FOR PRESENTATIONS THAT WILL SHOWN ON PROJECTOR
THE TEMPLATE FOR PRINTED DOCUMENTS AND ELECTRONIC VIEWING
TEMPLATE WITH DARK BACKGROUND
The main elements of Metinvest’s corporate style shall be used for presentations.
Two presentation templates have been developed.
The first one is for presentations shown on projectors, the second for printing and publications on the Internet. The key differences between the templates are the volume of content on slides and sizes of graphic and text elements. Two types of backgrounds can be used – dark and light. The light background is better for printed materials and dark for text on displays.
Main slide
For optimal viewing of the presentation, the slides shall meet these requirements depending on the method they will be shown.
Template for presentations shown on projectors with nomore than two content blocks. The slide shall have minimal text (up to 50 words per slide) and large illustrations (diagrams, photos, drawings). The text in this template should be readable from long distances.
The template for printed documents and electronic viewing is for reading from paper or displays. Relatively small fonts can be used and content should be divided into blocks of 5-7 words per line for convenient reading.
33
TEMPLATE FOR PRESENTATIONS
THAT WILL SHOWN ON PROJECTOR
TEMPLATE FOR PRINTED DOCUMENTS AND ELECTRONIC
VIEWING
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Corporate presentationTitle slide
For electronic viewing, it is recommended to use a dark background and for printed materials — light. The logo’s height should not exceed the subheading line’s height. Elements should be left aligned.
34
Headline 1Arial, boldColour: R: 230 G: 0 B: 30
HeadlineArial, boldColor: white
Headline 2Arial, boldColor: R: 90 G: 90 B: 90
Headline 2Arial, boldColour: white
BackgroundColor: white
BackgroundColor: R: 63 G: 72 B: 82
Align
Corporate presentationDividing and final slides (optional)
35
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Layout and alignment of elements on slides
36
Corporate presentation
Horizontally, the elements should be aligned by guides for 12 columns and in the PowerPoint template.
The vertical distance between the blocks in PowerPoint is determined by grids from the template.
Keep the margin; layout blocks in accordance with the scheme
Headline
Content
Notes (optional)
Footer
Whitespace
Optimal options for arranging block for slides shown in different settings
37
Corporate presentation
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Recommendations for slidesPart I
For formatting slides, use rules and guides Do not use more than 1-2 blocksper slide for projectors
Use up to 4-6 blocks for presentations for screens and to be printed
If possible, do not use more than 5-6 colors on one slide
38
Use sans serif fonts(Arial, Verdana and similar)
Single style for headlines, textblocks and other similar elements
Aa Аа АаЗаголовокслайда 1Основной текстпервого слайда
- Пункт списка
Заголовокслайда 2Основной текствторого слайда
- Пункт списка
Corporate presentation Recommendations for slidesPart II
Left alignment
39
Corporate presentation
Abcdef
Law of nearness
Objects or shapes that are close to one another appear to form groups. Therefore, the distance between objects inside blocks shall be less than the distanceto nearby blocks.
Elements of one block located near to another
Headline Headline Headline
Headline Headline Headline
Sufficient space between blocks
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Clutter and inconsistent layout Distortion of diagrams with 3D effects
Common mistakes on slides Part I
Use of capital letters in long text blocks
МЕТИНВЕСТ ПРОИЗВОДИТ ШИРОКИЙ СПЕКТР ПРОДУКЦИИ: ЖЕЛЕЗОРУДНОЕ СЫРЬЕ, КОКСОВУЮ И КОКСОХИМИЧЕСКУЮ ПРОДУКЦИЮ, СТАЛЬНЫЕ ПОЛУФАБРИКАТЫ И ГОТОВЫЙ ПРОКАТ, ВКЛЮЧАЯ ЭЛЕКТРОСВАРНЫЕ ТРУБЫ БОЛЬШОГО ДИАМЕТРА.
Use of decorative, cursive or serif fonts
Random formatting of similar elements, absence of a single style
Underlining text if it is not clickable
40
Метинвест производит широкий спектр продукции: железорудное сырье, коксовую и коксохимическую продукцию, стальные полуфабрикаты и готовый прокат, включая электросварные трубы большого диаметра.
Заголовокслайда 1Основной текстпервого слайда
- Пункт списка
Заголовокслайда 2Основной текствторого слайда
- Пункт списка
Corporate presentation
Text is too far away from relative blocks More than 2 blocks of textare used for projector presentations
Common mistakes on slidesPart II
Use of random colors and/or drop shadows
Text can be stretched along the width of the slide
Headlines are stretched along the width of the slide
Using colors that do not contrast
41
Corporate presentation
Заголовок Заголовок Заголовок
Заголовок Заголовок Заголовок
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Colors
Maintain the basic elements of the Company’s corporate stylefor presentations: use recommended colors and fonts.
Deep red and black colors shall be used in moderation. For example, to highlight certain elements of diagrams.
Do not use image combinations where there is no contrast.
Corporate presentation
Basic colors Additional colors
FOR WHITE BACKGROUND
FOR DARK BACKGROUND
R
G
B
R
G
B
219
64
64
212
41
46
178
191
199
178
191
199
74
84
94
102
112
120
191
171
150
191
171
150
120
89
89
120
89
89
120
199
245
102
186
232
0
110
145
0
122
155
247
171
71
203
158
136
43
145
79
63
72
82
102
199
181
102
199
181
Corporate presentationDiagrams and graphs
Most data can be represented by one of 4 kinds of diagrams, each of which is optimal for different types of comparisons — by components,by time or by frequency.
Pie charts can be used to show a part from a whole.
Horizontal bar graphs compare components to each other.
Vertical bar charts are used to show data changes over time.
Graphs can be also used for comparisons over time, but to show a longer period of time, to show trends.
Scatter and bubble charts can be used for correlated comparisons. Correlated comparison shows if there is a correlation between two variables that correspond to expected dependency.
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PIE CHART
AREA GRAPH STACKED CHART
COLUMM/BAR CHART
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Corporate presentationFrequently used elements
Unity of style makes presentations complete, integrated and user-friendly.
Similar, repeated elements - headlines, subheads, blocks of main text, infographics, tables, inserts, graphs, illustrations, etc. - provide for unity of style.
Examples of some elements for presentations are presented below.
▪ one ▪ two ▪ three
75countries import Metinvest’ssteel products
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Закалка, °С Закалочная среда Отпуск, °С
860 – 900 Вода 400 - 600
TABLE SAMPLE
BULLETED LIST
TEXT BOX
It is recommended to use positive
images, dynamic photography,
visually interesting images, saturated
colors and contrasting combinations.
It is not allowed to use images of sad
or tired people or hard work. Avoid
images of old equipment, rust, dirt,
or defective products.
Do not use staged photographs,
without movement or depth.
Rules forimages usage
Faded images, indistinguishable elements and logosPicturesque views
Defective products
Tired man in the outdated workwear
Quality products
Exciting production
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Corporate presentation
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Icons
Icons are one element that can form style.
Icons of products and metallurgical processes included in these guidelines can be applied to the Company’s communications and are recommended for further usage.
If required, it is possible to develop additional icons, based on the same style, line width and other common elements.
Annex 15 to the Metinvest Corporate Style Guidelines
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