signage & branding - dxc...

CSC Proprietary and Confidential SIGNAGE I MPS 303 page 1

SIGNAGE & BRANDINGMPS 303

GLOBAL WORKPLACE STANDARDS

CSC Corporate Real Estate

September 2010


G L O B A L W O R K P L A C E S T A N D A R D S

CSC Workplace Signage

Signage is the most visible and essential element

in branding the CSC Workplace. It is the primary

link for the 500 plus CSC facilities worldwide to our

Corporate Identity.

The signage standards and design guidelines set

out herein have been specifically developed to

support and reflect the CSC Brand as well as

CSC’s Global Workplace Standards design

aesthetic. In order to project and maintain a

consistent image throughout our facilities globally,

it is essential that adherence to these Standards

be maintained.

Given the scope and variety of CSC’s real estate

portfolio, there will be certain instances when

interpretation in the application of these standards

will be required to address landlord restrictions,

local regulations and architectural contexts.

Refer to 1.7 Reference for addressing specifics.

These Signage Standards comprise a reference

document in support of MPS 303 in defining

Approved Corporate Facilities Branding through

the use of Identity and Informational Signage

Section 4.6 of MPS 102, Chart of Executive

Approvals, requires Corporate review and

approval of all Signage involving the Logo and

Operating Entity Names.

MPS 303, Signage, establishes Corporate Real

Estate responsibility for providing Signage and

Facility Branding Standards for all CSC facilities to

ensure the One CSC theme is maintained..

Refer to 1.7 Reference for accessing MPS 102

and MPS 303.

Introduction MPS Compliance



Standards ComplianceEXECUTIVE SUMMARY I key elements of CSC’s Signage Standards and Branding Guidelines

CSC Identity

NO Computer Sciences Corporation

NO Business unit subscripts

e.g. CSC Financial Services

NO Joint venture or legacy subscripts

e.g. CSC, Formerly Covansys

NO Geographical designations

e.g. CSC Australia

Logo Usage

NO External Logo identity signage for data centers

NO Logo Identity Signage in reception areas

Reception identified via Environmental Graphics

NO Individual Logos within the workspace

On room identification signage

On interior glass walls

On marker, notice boards or display cases

Used as carpet inserts

Logo usage within the workplace is covered by the

Environmental Graphics Program : Section 1.5.

Prior Approval Required

Exterior building identification signage

Logos on site directional signage

Occupant designations on interior signage

CSC flags

Any proposed deviation from the standards

Electronic signage

Design Guidelines

Reflect and reinforce The Brand

Strict Limitation of identity signage

Limit signage generally to essentials

Scale signage to architectural context

Consider maximum readable impact in sizing

Allow for changeability

Electronic Signage

NO Plasma screens in reception areas

For interpretations and approvals, contact:

Roger Barr

+44 7766 205216

[email protected]



SIGNAGE I MPS 303

1.1 Design Principles ………….

1.2 Logo Usage Compliance ....

Logo Components

Logo Scaling and Typeface

Logo Usage Compliance

1.3 Identity Signage …………...

Arrival Experience

Building Identification

CSC Signature Monolith

Monolith Alternatives

Interior Identity Signage

Rebranding Existing Facilities1.7 Reference …………………….

Document Control

Application

Interpretations & Approvals

Funding & Implementation

Contacts

Supporting Documentation

1.4 Environmental Graphics ….

Concept

Application

Design

Installation

1.6 Technical Specifications ….

Exterior Identification

Interior Identification

Environmental Graphics

Informational Signage

5

6

10

24

28

36

49

1.5 Informational Signage …….

Site Signage

Cellular Space Identification

Interior Directional

Core Support Space

Informational Display



SIGNAGE1.1 Design Principles

Design Guidelines:

Reflect & reinforce CSC Branding

Incorporate consistent graphic design

Provide for a coordinated signage system

Be easily changeable

Strictly limit use of the CSC Logo

Ensure appropriate legibility in font sizing

Use of Gotham Bold font exclusively

Limit signage locations for maximum impact

Specify universally available materials

Specific prior approval is required for the following:

Building parapet . Façade signage

Multitenant building lobby signage

Use of logos other than specified herein

CSC flags

Refer to 1.7 Reference for approval process.

Design Philosophy

These Signage Standards are based on the same

key design concepts which inform all elements of

CSC’s Workplace Design Aesthetic :

Minimalist international style

Timeless design

Subtle design articulation

Strategic use of branding elements

Applied to a signage program, these concepts

translate to the simple principle that less is more.

Branding elements are reserved for strategic

locations where their visual impact is maximized.

Repetitive, indiscriminate use of the CSC logo

reduces the impact of The Brand to a mere label

and is counter to the principles which drive all CSC

workplace design.



Logo Components

The CSC logo is the centerpiece of CSC’s visual identity and

the symbol of the brand. It comprises two elements – the

logotype and the holding shape – that must always appear

together

The logotype is a custom variation of the typeface Gotham

with the angles of the letters reflecting the angles of the

holding shape

The holding shape acts as a framing device for the letters

NOTE: The holding shape and letters comprise a single entity. The logo must be flat, no raised letters

Use vinyl appliqué letters on a thin (1/32”) acrylic holding shape.

SIGNAGE1.2 Logo Usage Compliance

incorrect correct



Logo Scaling

Logo sizing on signage will depend on the

sign type, specific application and surrounding

architectural elements.

Proper scaling of the Logo and signage

elements is essential to ensure maximum

brand recognition and maintain architectural

design integrity. In all cases, determination of

proper signage proportions must be entrusted

to signage and design professionals.

Typeface

All signage typeface will be Gotham Bold in

black, white, grey or silver as determined by

specific application. Text is kept to a minimum

to ensure a clear concise message.

Minimum clear space

surrounding the Logo is

determined by “x”, the

distance from the

baseline of the CSC

wordmark and the

bottom of the red holding

shape.




Logo Usage

Refer to 1.3 Identity Signage for approved Logo Usage L o g o U s a g e I S t r i c t l y L i m i t e d


Use of the CSC Logo must in all cases

adhere to the guidelines established in the

CSC Styleguide. The guiding principle for

logo usage in a CSC workplace is Less Is

More. Random and repetitive use of the logo

throughout a facility cheapens The Brand .

Not allowed on ID signage with logo:

Computer Sciences Corporation

Business Unit names

Joint venture or legacy names

Geographical designations

Individual logo usage Prohibited :

Wall or desk mounted in reception

Applied to interior room signs

Applied to glass walls in a running band

Applied to marker boards or display cases

Carpet inserts

Refer to 1.4 Environmental Graphics for

approved logo usage within the workspace.



Logo Usage

The CSC Logo is not a label to be repetitively scattered

throughout the workplace. It is used exclusively to identify

a CSC workplace upon approach. It is not to be used as

an individual Identity element within the workspace.

Refer to 1.4 Environmental Graphics for alternative to interior logos P r o h i b i t e d L o g o U s a g e




Identity Signage comprises any fixed signage used

to identify a CSC location, e.g. buildings, site access

points, and building, suite and common lobby

entrances.

Identity Signage always incorporates use of the CSC

Logo and, as such, requires strict adherence to

these Standards and Branding Guidelines.

The approved solution for identifying a CSC location

is use of the CSC Signature Monolith. This is an

essential element in providing a unique branded

identity to CSC locations world wide and must be

used whenever possible.

Local ordinances, landlord restrictions, and physical

and budgetary limitations do not always allow use of

the monolith or use of the CSC Logo in its standard

colors. Proposed design solutions other than the

CSC Signature Monolith require prior approval.

SIGNAGE1.3 Identity Signage

Refer to 1.7 Reference for approval process I d e n t i t y S i g n a g e I U s a g e L i m i t e d




B r a n d i n g T h e J o u r n e y

Façade LogoSee page 12

1

Site Entrance MonolithSee page 142

Reception MonolithSee page 14 & 203

Reception GraphicsSee page 334

Identity signage is typically provided for at 3 key points

externally : 1 on the building seen from the street; 2 at the

site entrance for vehicular turn in and 3 at the building

entrance identifying reception.

Arrival Experience

Refer to 1.4 Environmental Graphics for alternative to interior logos

Once inside reception, the space is identified and branded via

the Environmental Graphics Program 4




Building identification through parapet or façade mounted

signage is strictly limited. Specific design solutions are

determined by architectural context, site line visibility,

landlord restrictions and local ordinances.

An architect and signage design professional must

always be engaged.

Basic Guidelines:

Standard red logo must be used unless prohibited

Brushed aluminum finish is the only option

Scale logo / sign size to architectural elements

Do not use building mounted signs to identify entrances

Signs should be blocked left or right, not centered

Signs should be located for maximum visibility

Only one sign to be visible from any vantage point

Installations to meet all local regulations

Refer to 1.6 Technical Specifications for details


External Building Mounted Signage Requires Marketing Justification and specific prior approval

D a t a C e n t e r s a r e N e v e r I d e n t i f i e d




Sign illumination

Standard red logo signs must be an internally lit

contained box. White letters to be flush with logo

face. Entire front of logo to be evenly illuminated.

Sides of sign box are not illuminated. There is to be

no halo effect.

Metal face signs have white letters flush with logo

face. Sides of sign are left open. Lighting provided to

evenly illuminate letters and provide halo lighting to

define holding shape outline


Use of Standard red logo sign is Mandatory unless specifically prohibited by landlord or local authorities

Refer to 1.6 Technical Specification for details and 1.7 Reference for approval of alternate metal sign



Whenever possible, the primary Site Entrance and

Main Reception Entrance to a CSC location should

be identified with a CSC Signature Monolith.


1” Tempered glass (Perspex 6T21), tinted green

with foil film adhered to the back. Base is satin finish

stainless steel.

Logo, location names are vinyl appliqués applied to

the front surface

Logo Size: 13 Inches (330mm) high, legible from

525’, max readable impact 120’

Address Letter Size Approx 2.5 Inches (64mm),

legible from 80’, max readable impact 25’,

Externally illuminated by buried, weatherproof

fixture. Monoliths are never internally lit

Two sided signs: laminate foil between two pieces

of ¾” glass to form an opaque barrier



V a r i a t i o n s R e q u i r e A p p r o v a l



Design standards for the Signature Monolith must

be strictly adhered to in order to ensure a Global link

to the CSC Brand

The monolith design to the right is non compliant:

Monolith is aluminum, no glass, no stainless steel

Dialogue box element at base inappropriate

Address line run vertically

Spacing of logo from top and sides not equal

CSC letters not flush with holding shape

Placement is perpendicular to axis not angled

Façade Logo redundant

Any proposed variations to the CSC Signature

Monolith design standards due to landlord

restrictions or local regulations must be submitted

for approval prior to implementation

.

Refer to 1.7 Reference for approval process

:


N o n C o m p l i a n t M o n o l i t h D e s i g n




Monolith Placement is determined by site

conditions and architectural context. Properly placed,

the monolith becomes an integral element of the

design which compliments the architecture. An

architect or signage design professional should

always be engaged in determining the placement of

a CSC Signature Monolith.

Monoliths should be placed:

At an angle to the primary access axis

For maximum legibility and visual impact

In consideration of sight lines on approach

To minimize visual background clutter.

Monoliths may be used as:

Main site entrance identification

Main reception entrance identification

Where appropriate, site directional signage

Refer to 1.6 Technical Specifications for details.

:



C o m p l i a n t M o n o l i t h s



Monolith Alternatives

Specific design solutions will vary when existing site conditions

do not allow the use of a Standard CSC identity sign due to

space limitations, local regulations or the requirement to use

an existing landlord provided site monument.

When either landlord restrictions prohibit or, using the standard

logo would clash with the background, a brushed metal logo

with cut out letters mounted on stand offs may be used.

An architect or signage design professional should be

engaged and the proposed solution submitted for approval.

Refer to 1.6 Technical Specifications and 1.7 Reference


P r i o r A p p r o v a l R e q u i r e d




CSC Interior Identity Signage comprises common

lobby entrances, elevator lobbies for full floor

tenancies and suite entrances for partial floor

tenancies. Use of interior identity signs is limited to

the primary office access point. Use of the CSC

Logo within the workplace proper is strictly

limited.

Specific design solutions for interior identity signage

will vary based on architectural context, landlord

restrictions, space limitations and type of CSC office.

A high profile, client facing facility will require a

different approach than a support staff workplace.

To ensure appropriate integration into a facility's

architectural context, an architect, interior or signage

design professional should always be engaged.

Proposed signage solutions for high profile

facilities require prior approval.



S t r i c t l y L i m i t e d U s a g e




CSC Logo articulation for interior identity signage

is a function of surrounding architectural elements,

materials and landlord restrictions.

The preferred logo articulation is always the

standard red holding shape with white CSC.

Under no circumstances can another color holding

shape or letters be used.

The specific design solution implemented when the

standard CSC red logo cannot be used will be

dependant on the architectural context. An architect

or signage design professional should always be

engaged. Prior approval is required.

Interior Identity Signage is never internally

illuminated.



S t r i c t l y L i m i t e d L o g o U s a g e




Monolith variations may be used at primary interior

access points for high profile full floor tenancies

when architecturally appropriate and not in conflict

with landlord restrictions. These may be either wall

mounted or floor standing.

Interior Monolith Interpretations must always be

scaled to the specific space and surrounding

architectural elements. The monolith should be

placed for maximum visual impact upon arrival on

the floor.

1” green tint Plexi Glass with frosted film on back

Floor standing unit base design varies

Wall mounted units on stainless steel standoffs

An architect and signage design professional should

always be engaged. Proposed Interior Identity

Monolith designs require approval prior to

implementation.



P r i o r A p p r o v a l R e q u i r e d




Multitenant floor Suite Identity Signage will vary

with type of workplace, architectural context, surface

materials and landlord restrictions.

Substitution of the Standard Logo requires prior

approval.

Basic Guidelines:

Scale logo / sign size to surrounding elements

Secondary entrance signing function driven

Use vinyl appliqués on glass walls

Primary solid wall entrances have plexi backing

Backing plates are mounted with standoffs

On solid walls, Logos may be surface mounted

Avoid mounting signage on doors directly

Never use more than one logo on a double door

Single door wall signs are always on strike side

Installations to meet local and landlord regulations



L o g o S i z e V a r i e s W i t h C o n t e x t




Rebranding Existing Facilities

A rebranding plan for all CSC facilities which are still

identified with the old logo is being developed. Corporate

Real Estate and Facilities Management will work with

individual Business Units and local facilities management

on implementation…

Basic Rebranding Guidelines:

Rebrand in strict accordance with these Standards

When existing signs are compliant, replace only logos

Remove all non compliant text on signs

Remove, and do not replace reception logos

Remove all logos from site signage unless essential

Remove all logos from room signs and glass walls


Refer also to 1.4 Environmental Graphics




Rebranding Existing Facilities

R e b r a n d i n g I s N o t J u s t R e p l a c e m e n tRefer to 1.7 Reference for approval process

Simply because an old logo exists in a

certain location and of a certain size does

not mean it should be replaced in kind.

Each situation must be assed in terms of

the architectural context and compliance

with the new Signage and Branding

Standards

All proposed façade logos must receive

specific approval prior to replacement.

Reception Logos are not replaced, nor

are miscellaneous logos located elsewhere

within the workplace.

Refer to 1.6 Technical Specifications for

details

Reception and general workplace Branding

is provided for through the Environmental

Graphics Program.

See 1.4 Environmental Graphics for details



Concept

The Environmental Graphics. program

provides a means for interior workplace

branding and focused, revolving delivery

of marketing messages.

Environmental graphics panels replace

the random use of CSC Logo’s and

marketing posters. They provide for a

consistent visual means of integrating the

CSC Brand with targeted messaging and

CSC ‘s Global Workplace Model.

Images and message can be localized

while the graphics provide an essential

link to the Brand for all CSC workplaces.

SIGNAGE1.4 Environmental Graphics

Sample images shown. For available

images refer to the Environmental

Graphics Catalogue.

Refer to 1.7 Reference for details



Application

CSC’s Environmental Graphics provide for:

Branding reception areas

Brand messaging in client areas

Focal points in the workspace

Feature walls in common areas


Workspace

Reception

Client Areas

Fixed Location I Variable Content

Common Areas


Sample images shown. Refer to Environmental

Graphics Catalogue for available images.


Design

Key features:.

Modular panel design, allows sizing to fit

Easily changeable message or images

Design templates allow for local input

Can be panel or direct wall mounted

Integral part of workplace design

Pre installed backing panels - fixed location

Graphics printed on film - easy shipping





Refer to1.6 Technical Specifications

INSTALLATION

SEQUENCEInstallation



Informational Signage comprises all functional

fixed facility support signage:

Exterior

Site directional signage.

Parking restriction signage

Other required informational signage

Code mandated signage

Interior

. Cellular space identification signage

Interior directional signage

Support space identification

Code mandated signage

CSC logos or other branding elements are not

used in conjunction with Informational Signage

unless there is a specific functional requirement.

SIGNAGE1.5 Informational Signage

S t r a t e g i c U s a g e I F u n c t i o n D r i v e n



Provide Site Directional Signage only

when functional imperative exists.

Primary usage should be to direct visitors

to reserved parking, reception and

receiving areas.

Signs should be placed for maximum

visibility on direct travel path to target

destination.

An architect , site planner or signage

design professional should always be

engaged in developing a site directional

signage plan.

Standard materials consist of an

aluminum colored post and panel system

with interchangeable panels.

.

Site Directional Signage


Refer to 1.6 Technical Specification for details L i m i t e d U s a g e I F u n c t i o n D r i v e n



Identify Glass enclosed cellular spaces

cellar spaces by space identification

number only.

Space identification number should be

based on a logical, scalable numbering

system developed by the Facility

Manager, architect or signage provider.

When Braille identification is not

required, the ID numbers are a black

vinyl appliqué located on the strike

side of the door above the glass safety

articulation strip.

Where Braille is required, identification

will be via raised ID numbers with clear

Braille raster beads below mounted on

a 3/16’ matte clear plaque integrated

into the safety articulation strip.



Braille identification to comply with applicable local regulations

O c c u p a n c y N o t I d e n t i f i e dRefer to 1.6 Technical Specification for additional details



Solid wall cellular space enclosures are

identified by a space number and, only

if specific functional requirement exists,

occupant or departmental designation.

Space Identification number should be

based on a logical, scalable numbering

system developed by the Facility

Manager, architect or signage provider.

Sign Plaque is ½” green tinted Plexiglas

mounted with stainless steel standoffs.

Clear Braille raster beads are added

below space identification number when

required.

Numbers and text are raised grey

Gotham Bold font. Sign is located on

the strike side of the door.

Never mount sign directly on door.

.



Refer to 1.6 Technical Specification for details O c c u p a n c y N o t I d e n t i f i e d



Interior Directional Signage

Provide Interior Directional Signage

when functional imperative exists..

Typical applications are:

Public spaces to direct visitors

Multi floor tenancies

Client common areas


Refer to 1.6 Technical Specification for details L i m i t e d U s a g e I F u n c t i o n D r i v e n

Clear Braille raster beads added

below copy if required

Same specifications as cellular space

identification signage.

Signage sizing determined by factors

such as message, viewing distance

and architectural context.

A signage design professional should

be engaged.

.



Core Support Space

Preferred location of toilet identification

plaques is adjacent to door on strike side.

Only if local regulations require locate on

door.

Provide text and / or pictogram and

Braille as required by local regulations.

Local regulations governing sign shape

and size must be adhered to.

.


Refer to 1.6 Technical Specification for details



Core Support Space

Room numbers for core/building

support spaces such as janitor closets,

mechanical rooms, etc, when used, are

located at the top of the door with the

number on the strike side.

Font is Gotham Bold in dark gray.

Placement determined by indicated

dimensions regardless of door size.

Identification door plaques provided

as required.

Aluminum finish

Painted raised letters or pictogram

Concealed fasteners only

.


Refer to 1.6 Technical Specification for details



Informational Display

Informational displays provide for an

easily changeable, organized and

controlled means to display notices,

marketing posters, and employee

announcements

They reduce the visual clutter of

random and haphazardly placed

posters and announcements within the

workplace.

Wire Mounted

Clear acrylic panels of various sizes

held by side grippers and suspended

by stainless steel cable fixed between

floor and ceiling

Wall Mounted:

Wall mounted tracks with slip in acrylic

panels for holding notices.


Refer to 1.6 Technical Specification for details O r g a n i z e I R e d u c e V i s u a l C l u t t e r



This section covers technical specifications and

details to facilitate the production, purchase, and

installation of approved CSC signage.

Identity Signage

Façade Sign ………………………………………………

Standard In Ground Monolith…………………………….

Reception Monolith Option w/ Base…………...................

Existing Monument ……………………………………...

Floor Identification ………………………………………….

Suite Identification ………………………………………..

Environmental Branding Panel installation ………….

Informational Signage

Site directional …………………………………………..

Interior Informational ……………………………………..

SIGNAGE1.6 Technical Specifications

37

38

39

40

41

42

44

45

46



Façade Mounted Illuminated SignSIGNAGE1.6 Technical Specifications



SIGNAGE1.6 Technical Specifications Standard In Ground Monolith




Use when in ground installation not possible

Reception Monolith Option w/ Base



SIGNAGE1.6 Technical Specifications Existing Monuments



SIGNAGE1.6 Technical Specifications Mini Monolith Floor Identification



SIGNAGE1.6 Technical Specifications Mini Monolith Suite Identification



Acrylic Logo Suite IdentificationSIGNAGE1.6 Technical Specifications




Environmental GraphicsBacking Panel Installation

Typical installation details for modular

backing panels.

Sizing ,spacing and number of graphic

panels will vary with specific project and

design parameters.

.



Site DirectionalSIGNAGE1.6 Technical Specifications



3/16” clear matte finish plaque is integrated with

with barcode when Braille is required

Interior InformationalGlass wall cellular space


repeatBarcode spacing

Vinyl die cut

numbers above

barcode when

Braille is not

required



SIGNAGE1.6 Technical Specifications Interior Informational

Solid wall cellular space



SIGNAGE1.6 Technical Specifications Interior Informational



Distribution of these Signage Standards will be

exclusively managed by Corporate Real Estate.

Distribution will be limited to Corporate Real

Estate and Facilities Management staff, Business

Unit Facilities staff, their approved contractors

and services providers and Corporate Marketing

Shared Services management and staff involved

in branding compliance.

These Signage Standards are CSC Proprietary

Information and are not to be distributed without

specific prior Corporate Real Estate approval.

Interpretations

Approvals

These Signage Standards govern the application

and use of Logos, Identity Signage, Informational

Signage and Environmental graphics in all CSC

Facilities. .

SIGNAGE1.7 Reference

Document Control

Application

Application of these standards to specific facilities

design solutions will often require interpretation

due to landlord restrictions, local regulations and

architectural contexts.

Initial interpretation may be made by architects or

signage design professionals as part of the

normal facility design or signage proposal process

but ultimately musty be referred to Corporate

Real estate for review and final approval.

As required by MPS 102 and supplemented by

MPS 303, any application of the CSC Logo to

facilities signage requires approval by Corporate

Real Estate.

All proposed signage designs must be submitted

prior implementation (see contacts page 50).



Signage and Environmental Graphics for all new

facilities will be an integral element of the facility

design. As such, they will be included in the

project budget and funded as part of the

Business Case approval.

Rebranding of existing facilities will be part of an

initiative and implementation plan being

developed jointly by Corporate Real Estate and

Facilities Management. Funding for the

rebranding will be provided by individual

Business Units.

Rebranding of acquisitions will be dealt with

individually and funding for the rebranding will be

provided by the Business Unit.

Additional information can be found in Corporate

Real Estate Work – Operating Parameters

Contacts

For approvals, design interpretations, questions

regarding process and project implementation

contact

Roger Barr

Corporate Real Estate & Facilities

+44 7766 205216

[email protected]


Funding and Implementation




Supporting Documentation

MPS 102

Section 4.6,Chart of Executive Approvals, requires

Corporate review and approval of all Signage involving the

Logo and Operating Entity Names.

MPS 303

Signage & Workplace Branding, Management policy

Statement which underpins the Standards and Guidelines

delineated in this manual

Global Workplace - Signage & Branding Program,

Synopsis highlighting the philosophy behind and the basic

elements comprising CSC’s Workplace Branding Program

Global Workplace, Executive synopsis of CSC’s Global

Workplace Concept providing context for the Signage &

Branding Program.

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