Brand Guidelines 2016 Table of Contents
Total Page：16
File Type：pdf, Size：1020Kb
BRAND GUIDELINES 2016 TABLE OF CONTENTS 2 OUR CODE 3 THE CRAIN BRAND 6 BRAND IDENTITY - Logo treatment - Corporate colors & type - Corporate identity 16 ABOUT CRAIN 21 FACT SHEET OUR CODE OUR CODE PURPOSE The stories we tell and the products we WE develop matter to our audiences. We help them be successful in their world. Internally, the work we do and how we EMPOWER do it impacts everyone else we work with. We empower one another’s success as SUCCESS. much as our own. VISION Acting as one company and one team, we will earn the loyalty of our audiences by delivering exceptional information and products across many platforms. CORE VALUES INTEGRITY. MAKE IT FUN. INNOVATE. Be respectful, truthful, and fair. Share your passion Explore new approaches, ideas, and enthusiasm. and technologies. EXCELLENCE. COLLABORATE. CONNECT. Raise the bar. We’re ALL on the same team. Audiences, industry leaders and community members. COMMUNICATE. Speak openly and frequently. THE CRAIN BRAND BRAND PERSONALITY In order to shape a brand that reflects who OBJECTIVE you are as a company, we select several Not influenced by personal human characteristics to serve as a guide in feelings or prejudice; based the development of messaging and design. on facts; unbiased STALWART Marked by outstanding strength and vigor; sturdy and robust; strong and brave; firm, steadfast, or uncompromising OPEN-MINDED Having or showing a mind receptive to new ideas or arguments; unprejudiced CONFIDENT Having strong belief or full assurance BRAND TONE DRIVEN Having a compulsive or urgent qualityl propelled or motivated by something The brand tone serves as a guide in the creation of all content – from elevator UPBEAT Optimistic; happy; cheerful speeches to advertising pitches. This is how Crain communicates. With a tone that is more casual than corporate, Crain communicates with ease and informality. Similar to how colleagues communicate with each other, the tone is helpful, personable and purposeful. BRAND STYLE The brand style descriptor serves to explain the visual perception the brand is trying to communicate. This is what Crain Communications looks like: The Crain style is strong. It is stoic, with an adventurous streak. The style is forward thinking, but not trendy. It is black and white, with bursts of color. It celebrates heritage by continuing to step forward – fresh faced and chiseled in stone. BRAND PERSONA The brand persona is a well-known figure who BRAD PITT AS BILLY BEANE personifies the aspirational personality of our IN MONEYBALL brand. This figure should be used as a check- point and guide in future brand decisions. Billy Beane saw a problem as an opportunity. Going against the norm, he accepted a challenge that many thought was too risky. He blazed new paths, built a team, protected the chemistry of the team and took bold steps toward achieving the ultimate goal. He was objective, stalwart, open-minded, confident, driven and upbeat. BRAND PERSONA Messaging that differentiates Crain Communications and supports the overarching strategies, we must address audience needs while also taking into account our strengths and motivations. The following message focus area shape our brand internally and externally. While some of this messaging may be used verbatim, the following serve as a guide in the development of content specific to individual tactics. UNIQUE REQUIRED - The story you can’t get anywhere else - Required reading for your career - Information with insight and impact - Stories that impact your success and increase your value - Giving context to content - Focused on the industry leaders - Other publications report the news. and topics you need to know Crain publications give it meaning. - From the experts whose thoughts and opinions matter AUDIENCE FIRST UNITED - Dedicated to helping your audience be - Crain Communications has many successful in the world for 100 years publications focused on one common purpose - Delivering the story that matters to you - Each publication shares the same - Continually innovating new ways to set of values deliver content when and where the user needs it - Crain Communications acts as a central resource and collaborative - For the audience, not the advertisers hub for each publication INTEGRITY - High Quality journalism you can trust - An objective view of the world around you - More than 100 years as an authoratative content leader LOGO TREATMENT BRAND IDENTITY Primary logo Secondary logo option Used as directed LOGO USAGE The following examples show how the Crain logo should be used. There must always be a buffer around the Crain flag at 13.5% of the width. 13.5% 13.5% The Crain flag should only be The Crain logotype should only be used on a solid white background. used on a solid color background. Approved corporate print colors are preferred. LOGO USAGE The Crain flag should never be used over a photograph, skewed, or stretched. Below are approved and unapproved usages. CORPORATE COLORS PRIMARY PALETTE ACCENT PALETTE C 100 C 0 C 62 R 111 M 47 M 6 M 5 G 181 Y 0 Y 12 Y 100 B 61 K 69 K 38 K 0 R 0 R 158 PMS G 42 G 149 369 B 79 B 139 HEX PMS PMS #6eb53d 296 Warm Gray 7 HEX HEX #002a4f #9e958b C 10 R 219 M 68 G 110 Y 91 B 53 K 1 PMS 1655 HEX #db6e35 WEB PALETTE HEX #9e958b HEX #655b58 HEX #4e4847 HEX #000000 R158 G149 B139 R101 G91 B88 R78 G72 B71 R0 G0 B0 HEX #002d57 HEX #0084ff HEX #7fc1ff HEX #d9edff HEX #24f07f R0 G45 B87 R0 G132 B255 R127 G193 B255 R217 G237 B255 R36 G240 B127 CORPORATE TYPE MONTSERRAT BOLD Headline typography All caps Open Sans Bold Open Sans Regular Open Sans Italic Body typography Bitter Bold Italic Bitter Regular Bitter Italic Caption & Subhead typography CORPORATE IDENTITY CORPORATE IDENTITY 25px 90px 11px Line weight: 0.5pt 1155 Gratiot Ave. Detroit, MI 48027 313.446.6000 Helvetica Light 9/11 crain.com Dear Mr. Smith, Ed ent, in nonsequi occum eum es andis magnihil modit re pa pa comnihitatur aut milibus, ipsanianti tem que voluptat alibus, ut ius, cum et dundia quatur sed ut quia doluptu scietus plaborit, sandebis pellanis sam ut quos aut am quatem re alit poreiunt. Ommolup taspici ligendunt harunt verunte preicae sam explita nulparchitin core dit et alictas dolent magnihilibus dendel is magnis et haritissit qui corum rehenem as utatinim aut autem quiatia eptatus si sime qui nobita erumquo idit apid ellandu cipsam, incipsusam veritat labo. Nonem ut etur, inum senducide voles eaquam fugit acid estem eaquuntium utenis aute rectatu riamusa acculparunt ad esto beriaepel modit, sitatin ea dolorenitiam quunt. Helvetica Regular Udit laccum ligendi tioresed quamusa ndestio. Giatur aut eum hicietus ipiscillorro 11/14 exceritam reriatur, ium es qui sedi omnita seditat urenectota saessi aut ut et, od moluptae voloriberum, atia voluptate nem autemod et paruntus ape volorep eribus sam nistrum aliti andent perepudipid et plit inveni corernate quiat labo. Os eos ma sed magnatiusae cumet res et aut magni rendel magnihicim volorectae occate nonse in pore ma pernat aut eum soluptiumque placese nullibus rate aut hil inveratum qui od molorrorrum eatiur simus endandio dolum rercil magnihil intur? Otae adis pa doluptae poreseq uosapedis conecto tatiundamus. Lam, est, ius voles pa a dus re simporem ipicil iducit alignienda is eliquo comniminulpa into volorepero modi dolor aniendae. Nam ipietur apedit ium rectemo luptas et odiatur? Uga. Ur? Qui quunt. Best, Jane Smith Director of Corporate Communications Crain Communications Inc CORPORATE IDENTITY 62px Campton Bold 9pt Campton Bold 7pt Helvetica Light 7pt Helvetica Light 7/8.5 25px 90px 11px Line weight: 0.5pt 11px Helvetica Light 9/11 CORPORATE IDENTITY MERCHANDISE GUIDELINES On all colored fabrics, the Crain logotype should be used. On all white fabrics, the blue Crain flag should be used. CRAIN PUBLICATIONS ABOUT CRAIN ABOUT Automotive News Europe ABOUT CRAIN FULL LENGTH Crain Communications Inc is a privately Headquartered in Detroit, Michigan, the held media company producing trusted company’s 825 employees in 13 locations and relevant news publications, lead publishes 25 vertical news print and online generation, research and data products, publications and the multimedia content custom publishing and events with and product extensions related to each, uncompromising integrity. Reaching more contributing to the success of its readers than 3.5 million business decision makers and its clients. and consumers across the United States Through its Crain Cares program, Crain and in select markets in Europe and Asia, employees donate to national charities the company’s portfolio includes many of like Making Strides for Breast Cancer, the most influential media properties in the United Way and The American Red Cross to verticals they serve including Automotive hundreds of local charities. News, Autoweek, Advertising Age, Modern Healthcare, Plastics News, Business For more information, visit crain.com Insurance and Pensions & Investments. SHORT Crain Communications is one of the largest privately held media companies in the U.S. with 24 leading business, trade and consumer publications in North America, Europe and Asia. The company’s 825 employees in 13 locations produce trusted and relevant news, lead generation, research and data products, custom publishing and events that contribute to the success of its millions of readers and its clients. CRAIN LOCATIONS DETROIT, MI AKRON, OH The company’s corporate headquarters as Headquarters for Rubber & Plastics News, well as headquarters for Automotive News, Tire Business and editorial and advertising Autoweek, Crain’s Detroit Business and sales staff for Plastics News. Plastics News. 1725 Merriman Road, Suite 300 1155 Gratiot Ave. Akron, OH 44313-9006 Detroit, MI 48207-2732 p. 330.836.9180 p. 313.446.6000 CHICAGO, IL NEW YORK, NY Headquarters for Crain’s Chicago Business, Eastern editorial and advertising sales staffs Business Insurance, Modern Healthcare, of most Crain publications and headquarters and editorial and advertising sales staffs of for Advertising Age, BtoB, Crain’s New York most Crain publications.