4-1.REV 4-Viracon Identity-Standards manual
4-1.REV 4-Viracon Identity-Standards manual
4-1.REV 4-Viracon Identity-Standards manual
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graphic<br />
identity<br />
standards<br />
<strong>manual</strong>
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
table of contents<br />
Introduction . . . . . . . . . . . . . . . . . . . . . . . page 3<br />
Branding . . . . . . . . . . . . . . . . . . . . . . . . . . page 3<br />
Definition of Terms . . . . . . . . . . . . . . . . . . page 4<br />
Color Usage . . . . . . . . . . . . . . . . . . . . . . . page 5<br />
One-color corporate signature . . . . . . page 5<br />
Two-color corporate signature . . . . . . page 5<br />
Background Colors . . . . . . . . . . . . . . . . . . page 5<br />
Additional Guidelines . . . . . . . . . . . . . . . . page 6<br />
Protected area . . . . . . . . . . . . . . . . . . page 6<br />
Redesign . . . . . . . . . . . . . . . . . . . . . . page 6<br />
Typography . . . . . . . . . . . . . . . . . . . . page 6<br />
Positioning . . . . . . . . . . . . . . . . . . . . . page 6<br />
Color treatments . . . . . . . . . . . . . . . . page 6<br />
Size . . . . . . . . . . . . . . . . . . . . . . . . . . page 7<br />
Exceptions . . . . . . . . . . . . . . . . . . . . . page 7<br />
Reproductions . . . . . . . . . . . . . . . . . . page 7<br />
Compatible Typefaces . . . . . . . . . . . . . . . . page 8<br />
Corporate Trademarks . . . . . . . . . . . . . . . page 9<br />
Tagline . . . . . . . . . . . . . . . . . . . . . . . . . . page 10<br />
Stationery Format . . . . . . . . . . . . . . . . . . page 11<br />
Letterhead stationery . . . . . . . . . . . . page 11<br />
Stationery envelopes . . . . . . . . . . . . page 12<br />
Business cards . . . . . . . . . . . . . . . . . page 12<br />
Labels . . . . . . . . . . . . . . . . . . . . . . . . . . . page 13<br />
Mailing . . . . . . . . . . . . . . . . . . . . . . . page 13<br />
Product . . . . . . . . . . . . . . . . . . . . . . page 13<br />
Viraspan . . . . . . . . . . . . . . . . . . . . . . page 13<br />
Promotional/Marketing Materials . . . . . . page 14<br />
Brochures . . . . . . . . . . . . . . . . . . . . . page 14<br />
Advertisements . . . . . . . . . . . . . . . . page 14<br />
Newsletters . . . . . . . . . . . . . . . . . . . page 14<br />
Soft goods . . . . . . . . . . . . . . . . . . . . page 15<br />
Vehicles . . . . . . . . . . . . . . . . . . . . . . page 15<br />
Signage . . . . . . . . . . . . . . . . . . . . . . page 15<br />
Other uses . . . . . . . . . . . . . . . . . . . . page 15<br />
page 2
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
introduction<br />
branding<br />
Why do we need Graphic <strong>Standards</strong><br />
The visual identification symbol for <strong>Viracon</strong> is the<br />
corporate signature, or logo. It is to the company what<br />
a handwritten signature is to a person: a unique graphic<br />
expression of individuality. Our logo is our company’s<br />
most visible symbol and stands for everything we do and<br />
say about our company. It reflects the integrity, stability<br />
and reliability our customers have come to depend on<br />
for innovation, trusted solutions and high performance.<br />
Letters, business cards, brochures, labels, advertisements,<br />
signs, soft goods and other visual materials that feature<br />
our corporate signature affect public perception<br />
of <strong>Viracon</strong>. As a result, it is important that <strong>Viracon</strong><br />
project a clear, consistent and professional image.<br />
Who we are. What we stand for.<br />
The <strong>Viracon</strong> brand is the symbol of business transactions<br />
and promises made and kept over a long period of time.<br />
Since 1970, <strong>Viracon</strong> has grown into an international<br />
company that offers the most complete range of highperformance<br />
architectural glass products available worldwide.<br />
Our reputation for delivering design, aesthetic,<br />
budget and performance solutions for clients both large<br />
and small is the result of supplying high-performance<br />
glass products to projects around the world.<br />
An expanded product line, innovative technology and a<br />
global presence have resulted in <strong>Viracon</strong> becoming the<br />
leader in glass fabrication.<br />
To ensure this, <strong>Viracon</strong> has developed a corporate signature<br />
and guidelines for its use. This corporate signature<br />
must be used in its entirety and reproduced from<br />
authorized original illustrations or EPS vector artwork.<br />
It may not be redrawn, re-proportioned or modified in<br />
any way.<br />
There are two versions of the corporate signature that<br />
you can use depending on the positioning statement<br />
desired and the size in which it will be reproduced. The<br />
corporate signature variations account for the need to<br />
adjust the size of the <strong>Viracon</strong> corporate signature to<br />
maintain clarity and avoid filling in at smaller sizes.<br />
<strong>Viracon</strong>’s Marketing Department will provide original<br />
illustrations of the corporate signature and answer<br />
questions regarding its use.<br />
page 3
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
definition of terms<br />
Logotype — A custom typeface of the name “<strong>Viracon</strong>”<br />
as it always appears in relation to the signature symbol<br />
and tagline.<br />
Signature symbol — the three extended “V” lines as it<br />
always appears in relation to the logotype and tagline.<br />
Tagline — the specially letter-spaced expression “The<br />
Leader in Glass Fabrication<br />
as it appears in relation to the logotype and signature<br />
symbol depending on use.<br />
Wordmark<br />
Signature<br />
Symbol<br />
Corporate signature — the combination of the logotype,<br />
signature symbol and tagline.<br />
Protected area — the space around the signature that is<br />
free of any elements and which maximizes the visual effect<br />
of the corporate signature. It is always directly proportional<br />
to the x-height of the word <strong>Viracon</strong>.<br />
Tagline<br />
Corporate<br />
Signature<br />
Protected area<br />
page 4
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
color usage<br />
One-color corporate signature<br />
The corporate signature must appear in all black when<br />
printed in a single color. For materials printed in a single<br />
color other than black, the corporate signature must<br />
print white on a solid color background. For example,<br />
if a one-color brochure is printed with blue ink, the<br />
corporate signature must print white on a solid blue<br />
background.<br />
The corporate signature may not appear in any<br />
single color other than black or white. Any other color<br />
treatments of the corporate signature may not be used<br />
unless approved by the Marketing Department.<br />
Two-color corporate signature<br />
The preferred corporate signature is two-color.<br />
However, when printing limitations or cost considerations<br />
preclude the use of the two-color corporate signature,<br />
use the one-color corporate signature.<br />
For two-color treatments of the corporate signature, all<br />
typography must print black. The three lines under the<br />
name <strong>Viracon</strong> must print PANTONE ® 300 blue. No other<br />
color combinations may be used.<br />
The white space between the three lines should always<br />
feature the color background on which the corporate<br />
signature is displayed. Never fill in, shade or alter this<br />
space in any way.<br />
One-color<br />
One-color<br />
(reverse)<br />
Two-color<br />
background colors<br />
Like the <strong>Viracon</strong> corporate signature, color provides a<br />
power means of visual recognition. When <strong>Viracon</strong> colors<br />
are consistently used, the company’s graphic identity is<br />
all the more effective.<br />
As with the <strong>Viracon</strong> corporate signature, color use on<br />
backgrounds should be treated with a great deal of<br />
visual respect to avoid conflicting color treatments.<br />
When printing on any black or dark background, reverse<br />
the corporate signature to white. You may print the<br />
two-color corporate signature on a neutral background<br />
as long as it displays sufficient contrast for both the black<br />
and PANTONE 300 blue.<br />
page 5
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
additional guides<br />
A. Protected area<br />
To maintain the integrity of the corporate signature, it<br />
should not be crowded or overwhelmed by the edge<br />
of a page or any graphic elements-including artwork,<br />
photography or typography. If placed within a cluttered<br />
environment, the corporate signature’s message risks<br />
becoming obscured and insignificant.<br />
The protected area of the corporate signature is always<br />
directly proportional to the x-height of the word <strong>Viracon</strong>.<br />
This applies equally to the two-color and one-color<br />
signatures (see page 6 for more information).<br />
B. Redesign<br />
The corporate signature must appear in its entirety.<br />
Elements may not be relocated, resized or used individually.<br />
C. Typography<br />
The <strong>Viracon</strong> tagline must be set in Olive Antique Italic.<br />
No typography may be added, deleted or modified.<br />
D. Positioning<br />
Do not position the corporate signature diagonally or on<br />
any baseline other than horizontal. There should never<br />
be a gap between the top of the first line and the cap<br />
height of the word <strong>Viracon</strong>. The word <strong>Viracon</strong> must<br />
never float within the corporate signature. The three<br />
lines must never extend beyond their required length in<br />
proportion to the <strong>Viracon</strong> name.<br />
E. Color treatments<br />
Black and PANTONE 300 blue are the only approved<br />
colors for the corporate signature.<br />
Protected area<br />
Redesign<br />
Substitutions<br />
Positioning<br />
Color treatments<br />
page 6
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
F. Size<br />
The corporate signature may not measure less than<br />
1-3/16”, unless approved by the Marketing Department.<br />
Size<br />
G. Exceptions<br />
The corporate signature can appear without the tagline<br />
“The Leader in Glass Fabricati . The full corporate<br />
signature is normally used on first reference as a<br />
positioning statement.<br />
The partial corporate signature, without the tagline,<br />
is used on second reference and for printed materials<br />
that promote its use. For example, return address labels,<br />
envelope and soft goods. All other guidelines (color,<br />
positioning, etc.) must be followed.<br />
H. Reproductions<br />
Do not use second-generation artwork to reproduce<br />
the corporate signature. First-generation artwork and<br />
electronic files are available from the Marketing<br />
Department.<br />
page 7
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
compatible typefaces<br />
Choosing a typeface that is compatible with the<br />
corporate signature enhances printed materials by making<br />
them more attractive, readable and professional.<br />
For long body copy, a serif typeface is preferred for<br />
readability. For short body copy or headlines, a sans serif<br />
typeface is preferred.<br />
Frutiger Light Family<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
1234567890<br />
Frutiger Roman Family<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
1234567890<br />
Frutiger Bold Family<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
1234567890<br />
Arial Family<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
1234567890<br />
Palatino Family<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
abcdefghijklmnopqrstuvwxyz<br />
1234567890<br />
page 8
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
corporate trademarks<br />
A <strong>Viracon</strong> trademark is an approved word, phrase or<br />
symbol used with or without the <strong>Viracon</strong> corporate<br />
signature to identify a specific positioning statement,<br />
product or service.<br />
Because trademarks distinguish <strong>Viracon</strong> from other companies,<br />
the correct use of trademark symbols is essential.<br />
Each trademarked product, statement or service must<br />
feature the trademark symbol on first reference only, with<br />
the exception of the tagline. The trademark listings are<br />
listed at the right.<br />
Superwindow<br />
Solarscreen<br />
Solarscreen 2000<br />
StormGuard<br />
<strong>Viracon</strong>sulting<br />
Viraspan<br />
page 9
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
tagline<br />
The tagline “The Leader in Glass Fabrication” must<br />
always appear in black and be set in Olive Antique Italic<br />
when used with the corporate signature.<br />
The cap-height of the phrase will be 1/ 2 the x-height of<br />
the word <strong>Viracon</strong>. The phrase must never violate the protected<br />
area and should be placed below the last line of<br />
the signature symbol.<br />
Do not substitute other typefaces or alter the approved<br />
name in any way.<br />
The trademark notice designated by “TM” always exists<br />
with the tagline and is positioned immediately following<br />
the typographer quote mark.<br />
The tagline may not be translated into other languages.<br />
Attention to protected space requirements, the proper<br />
use of typefaces and colors, and the consistent use of<br />
correct corporate signature arrangements is necessary to<br />
maintain the visual integrity of the <strong>Viracon</strong> corporate<br />
signature. It will also protect <strong>Viracon</strong> trademark rights.<br />
Tagline protected area<br />
1/2 X<br />
1/2 X<br />
page 10
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
stationary format<br />
Review all guidelines for use of the corporate signature<br />
before designing letterhead, envelopes, mailing labels<br />
and business cards. Pay close attention to guidelines<br />
regarding colors, positioning, protected area,<br />
size and restrictions on other logos. Ensure<br />
that you use first-generation illustration<br />
artwork of the corporate signature.<br />
All standard-size letterhead, envelopes,<br />
mailing labels and business cards must<br />
comply with the production grids and color<br />
schemes shown here. No other logos may<br />
appear on the stationery, other than the<br />
Apogee Enterprises, Inc. logo, without<br />
approval from the Marketing Department.<br />
A. Letterhead stationery<br />
• Size: 8-1/2” x 11”<br />
• Top margin: 7/16”; Left and right<br />
margins: 3/4”; Bottom margin: 1/4”<br />
• Two-color full corporate signature in<br />
upper left corner where the top and left<br />
margins intersect<br />
• Mailing address positioned in upper right<br />
corner where the top and right margins<br />
intersect and printed in 10 point upper<br />
and lowercase Helvetica, 95 percent<br />
condensed with 10 point leading.<br />
<strong>Viracon</strong>’s ISO certification reference is<br />
printed under the mailing address.<br />
7/16"<br />
3/4"<br />
• Address information may not appear within the<br />
protected area of the corporate signature<br />
• An Apogee Enterprises Company printed in upper<br />
case 7 point Helvetica (not shown here)<br />
• Left and right body copy margins: 1-1/4”<br />
800 Park Drive<br />
P.O. Box 990<br />
Owatonna, MN 55060<br />
507-451-9555<br />
Ms. Jane Doe<br />
ABC Company<br />
123 Main Street<br />
Anytown, MN<br />
January 15, 2009<br />
Dear Ms. Doe:<br />
As an international company, <strong>Viracon</strong> offers the most complete range of high-performance<br />
architectural glass products available worldwide. However, we’re not just another company that<br />
fabricates glass. Rather, we’re a company that delivers design, aesthetics, budget and performance<br />
solutions for each of your projects. Solutions that meet your client’s needs.<br />
As the leader in glass fabrication, <strong>Viracon</strong> has gained the reputation for meeting and exceeding<br />
the client’s needs. Our success is reflected in our long-lasting clients relationships. Relationships<br />
that have resulted in our supplying high-performance glass products to major projects in locations<br />
across the world. These locations include Asia, Australia, Europe, North America, South America<br />
and the Middle East.<br />
Projects<br />
• Rock and Roll Hall of Fame and Museum — Cleveland, Ohio<br />
• Kuala Lumpur City Center — Kuala Lumpur, Malaysia<br />
• Central Plaza — Hong Kong<br />
• The Quadrant — Perth, Australia<br />
• MGM Grand Hotel — Las Vegas, Nevada<br />
• Mall of America — Bloomington, Minnesota<br />
Since 1970, <strong>Viracon</strong> has expanded its facilities to perform more fabricating processes at a single<br />
site than any other glass fabricator in the world. Our state-of-the-art tempered, laminated,<br />
insulating, security, silkscreened, privacy and high-performance coated glass products give our<br />
customer’s the choices they need from one single source.<br />
This single-source responsibility is evident in our complete line of product offerings, technical<br />
expertise, design assistance and responsive customer support. Our experienced field sales<br />
representatives, technical support, inside sales representatives and production personnel ensure<br />
your glass is delivered 100 percent complete and on time.<br />
<strong>Viracon</strong> Highlights<br />
• Produces more than 7 million square meters of high-performance architectural glass<br />
products annually<br />
• Completed a $30 million facility expansion to increase operating efficiency, develop new<br />
technologies and further penetrate international markets<br />
• Subsidiary of Apogee Enterprises, Inc., which is headquartered in Minneapolis, Minnesota<br />
Letterhead<br />
page 11
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
B. Stationery envelopes<br />
• Size: 9-1/2” x 4-1/8”<br />
• 3/8” margins on all sides<br />
• Two-color full corporate<br />
signature located in upper<br />
left corner where the top<br />
and left margins intersect<br />
• Mailing address centered on<br />
back flap and printed in<br />
11 point upper and lowercase<br />
Helvetica, 95 percent condensed<br />
with 11 point leading<br />
C. Business Cards<br />
• Size: 3-1/2” x 2”<br />
• 1/8” margins on all sides<br />
• Two-color full corporate signature positioned<br />
in upper left corner where the top and left<br />
margins intersect<br />
• Mailing address positioned in upper right<br />
corner and printed in 8 point upper and<br />
lower case Helvetica, 95 percent condensed with 1/8"<br />
8 point leading<br />
• Name printed in 12 point B Helvetica Bold and<br />
10 point leading; job title in 9 point Helvetica and<br />
9 point leading; phone number and E-mail address<br />
in 7 point Helvetica and 7 point leading; left justified;<br />
and 95 percent condensed<br />
• ISO logo printed only on <strong>Viracon</strong> employee business<br />
cards and positioned flush right on the baseline of<br />
the phone number or the E-mail address<br />
• An Apogee Enterprises Company printed in upper<br />
case 4-1/2 point Helvetica<br />
3/8"<br />
3/8"<br />
Odd-size stationery not shown here should follow<br />
the same guidelines in a proportionate manner.<br />
If you have questions about odd-size stationery, call the<br />
Marketing Department.<br />
John J. Glass<br />
Purchasing Manager<br />
507-555-5555<br />
E-mail: jglass@viracon.com<br />
1/8"<br />
AN APOGEE ENTERPRISES COMPANY<br />
Envelope<br />
Business card<br />
800 Park Drive<br />
P.O. Box 990<br />
Owatonna, MN 55060<br />
1-507-451-9555<br />
FAX: 1-507-444-3555<br />
page 12
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
labels<br />
A. Mailing<br />
• Size: 4” x 3”<br />
• 1/4” margins<br />
• Two-color full corporate signature in upper left<br />
corner where the top margins intersect<br />
• Mailing address positioned in upper right corner and<br />
printed in 7 point upper and lower case Helvetica<br />
with 7 point leading<br />
• One-point line below corporate signature and<br />
mailing address<br />
• TO: printed in 10 point uppercase Helvetica<br />
TO:<br />
1/4"<br />
1/4"<br />
Mailing label<br />
800 Park Drive<br />
P.O. Box 990<br />
Owatonna, MN 55060<br />
ISO 9002 Certified<br />
B. Product<br />
• Size: 3” x 2-1/2”<br />
• 3/16” margins<br />
• Two-color full corporate signature in upper left<br />
corner where the top and left margins intersect<br />
• Label information printed in FuturaTMedium<br />
Condensed<br />
• May not reference ISO certification<br />
C. Viraspan<br />
• Size: 1-1/2” x 2-1/2”<br />
• 3/16” margins<br />
• One-color corporate signature without tagline<br />
positioned at bottom margin and centered between<br />
the left and right margins<br />
• All black text printed in FuturaTMedium Condensed<br />
• May not reference ISO certification<br />
3/16"<br />
Product label<br />
3/16"<br />
Laminated Glass<br />
Bullet Resisting<br />
GLAZE THIS SIDE IN<br />
(Witness Side)<br />
3/16"Subdued Bronze<br />
VIRASPAN<br />
Lead Free<br />
Spandrel Glass<br />
V905<br />
SUBDUED BRONZE<br />
Glaze this side to<br />
the exterior<br />
Viraspan label<br />
page 13
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
promotional/marketing<br />
materials<br />
A. Brochures<br />
Please review all guidelines for use of the corporate<br />
signature before designing brochures and other literature.<br />
Pay close attention to guidelines regarding colors,<br />
positioning, protected area, size and restrictions on<br />
other logos. Ensure that you use EPS vector artwork of<br />
the corporate signature.<br />
For one-color brochures, ensure that the corporate<br />
signature is printed in all black or white (reversed) from a<br />
solid background.<br />
When printing brochures in two or more colors, ensure<br />
that corporate signature is printed in official blue and<br />
black colors, all black or white (reversed) from a solid<br />
background.<br />
B. Advertisements<br />
Review all guidelines for use of the corporate signature<br />
before designing advertisements. Pay close attention to<br />
guidelines regarding colors, positioning, protected area,<br />
size and restrictions on other logos.<br />
Ensure that you use EPS vector artwork of the<br />
corporate signature.<br />
C. Newsletters<br />
Please review all guidelines for use of the corporate<br />
signature before designing newsletters. Pay close<br />
attention to guidelines regarding colors, positioning,<br />
protected area size and restrictions on other logos.<br />
Ensure that you use EPS vector artwork of the<br />
corporate signature.<br />
page 14
<strong>Viracon</strong> Graphics <strong>Identity</strong> <strong>Standards</strong><br />
D. Soft goods<br />
Review all guidelines for use of the corporate signature<br />
before designing embroidered and screen-printed soft<br />
goods. Pay close attention to guidelines regarding<br />
colors, positioning, protected area, size and restrictions<br />
on other logos.<br />
For embroidery, ensure that you use EPS vector<br />
artwork of the corporate signature.<br />
For screen-printing, ensure that you use EPS vector<br />
artwork of the corporate signature.<br />
E. Vehicles<br />
Please review all guidelines for use of the corporate<br />
signature before designing logo usage on vehicles.<br />
Pay close attention to guidelines regarding colors,<br />
positioning, protected area, size and restrictions on<br />
other logos. Ensure that you use EPS vector<br />
artwork of the corporate signature.<br />
F. Signage<br />
Please review all guidelines for use of the corporate<br />
signature before designing any signage. Pay close attention<br />
to guidelines regarding colors, positioning, protected<br />
area, size and restrictions on other logos.<br />
Ensure that you use EPS vector artwork of the<br />
corporate signature.<br />
G. Other Uses<br />
This graphic identity standards guide only covers basic<br />
uses of <strong>Viracon</strong>’s corporate signature. For applications not<br />
covered in this publication-or for clarification of the<br />
guidelines it contains-please contact the Marketing<br />
Department.<br />
Pantone is a registered trademark of Pantone, Inc.<br />
© 2009 <strong>Viracon</strong>. All rights reserved.<br />
page 15