Asseco Brandbook. Brand
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Asseco Brandbook. Brand .................................................................................................................................................... 2 A. Logotype ............................................................................................................................................. 15 B. Brand architecture ............................................................................................................................. 25 C. Visual identity ..................................................................................................................................... 46 D. Stationery ............................................................................................................................................ 72 E. Communication design ................................................................................................................... 92 F. Exhibition design ............................................................................................................................... 123 G. Webdesign .......................................................................................................................................... 131 Asseco Brandbook. Introduction .................................................... 3 Brand. About Asseco ................................................ 4 New Asseco .................................................. 5 Book A. Dialogue .......................................................... 6 New language ............................................... 7 Logotypes ....................................................... 8 Product identity ............................................. 9 Typography and colours ............................ 10 Integration through dialogue ................... 11 Iconography in communication .............. 12 Identity in the office .................................... 13 People and technology .............................. 14 2. Asseco Brandbook. In order to create a consistent image it is essential to apply the rules set out in the following pages of this Brandbook. They allow the creation of a strong and distinctive brand. This document contains guidelines and rules for the correct use of Asseco corporate identity materials. Only authorized files should be used for the creation of designs. Brand. 3. Asseco Brandbook. Asseco is an IT company which for more than 25 years has been developing advanced technology software for key sectors of the economy. Our story began in 1991 when Comp Rzeszów was established. The company developed its own IT systems for the banking sector. 2004 was a ground-breaking year for our development. Comp Rzeszów debuted on the Warsaw Stock Exchange and joined forces with the Slovak company Asset Soft which created software for the banking and insurance sector. It was the beginning of international expansion of Asseco (the company name was created by merging Asset Soft & Comp Rzeszów). Asseco Poland and Asseco Central Europe were thus born. Brand. 4. Asseco Brandbook. New Asseco is coming. We are building a strong, modern brand for an innovative global software company. We are one of the fastest growing IT companies in Europe. We are entering new markets and gradually acquiring new customers. A natural consequence of our growth and success on international markets is the need to develop our brand. We want the Asseco brand to follow new trends and to adapt to new consumers, while maintaining the loyalty of our existing customers. Brand. 5. Asseco Brandbook. We create dialogue between technology and business. Our primary goal is to provide technology solutions that meet the needs of even the most demanding customers. People are our main focus and every day we want to satisfy their increasing expectations towards the dynamically changing world. Our relationships are based on partnership, trust and dialogue. Witaj! Vítejte! Welcome! Jesteśmy Asseco. My Asseco. We are Asseco. Brand. 6. Asseco Brandbook. Our new language. Logotypes Corporate products Branded products Typography Colours Geomanist Regular Geomanist Book Geomanist Medium Dialogue bubble Icons Stationery Printed materials Artur Wiza Dyrektor Zarządzający Single-line header. Obszar Komunikacji Korporacyjnej [email protected] kom.: +48 609 104 444 tel.: +48 22 574 82 30 Asseco Poland S.A. ul. Branickiego 13 02-972 Warszawa Two-lines header Solutions lorem ipsum. for demanding business. asseco.pl Brand. 7. Asseco Brandbook. Asseco logotypes. The Asseco logotype has been refreshed only to be brought up- to-date. The brand architecture has been modified through the introduction of a modern typography and a dynamic blue colour. This ensures that all elements of the Asseco brand are consistent and have a distinctive look. Brand. 8. Asseco Brandbook. Product identity. Asseco offers an extensive range of products. To make our products more easily recognizable, we use a consistent visual code. The range includes our own corporate products which start with the name “Asseco”. Another category is branded products which have their own distinctive name, iconography and “by Asseco” suffix. Brand. 9. Asseco Brandbook. Typography and colours. The new Asseco identity is based primarily on these two elements. The leading colour is blue and can be found on all image-related materials. Together with the black logo it creates a primary colour code which will build and establish a stronger brand awareness. The primary colour code is enriched with a supplementary colour palette. The second feature is the Geomanist font (Book version) which is used in all printed materials (apart from the exceptions described in the Brandbook). Using the font with the suitably selected colour will Geomanist Book is the official help strengthen the corporate identity of Asseco. font of the Asseco brand. Brand. 10. Asseco Brandbook. Integration through dialogue. Asseco has created many solutions and will continue to create even more. We have learnt that the best way to develop these advanced solutions is based on partnership and dialogue. Solutions This is why the dialogue bubble graphic appears often in the new corporate identity of Asseco. for demanding A characteristic blue shape with a short message is a new symbol of the Asseco brand. business. Brand. 11. Asseco Brandbook. Iconography in communication. In order to communicate, Asseco often has to use a complicated technical language. To simplify our visual language, we have created a set of tools that facilitate the communication of technical information. One of these tools is icons. Wherever we need to illustrate a message, be it complex processes or just a simple objects, we use icons. Brand. 12. Asseco Brandbook. Identity in the office. The new identity has also had an impact on the office materials. All business stationery has been redesign in order to maintain a consistent identity for all Asseco companies. Brand. 13. Asseco Brandbook. People and technology. Asseco is a company where technology is always present. However, people are the core of all activities. Asseco focuses on creating partnerships with customers and building their trust. Therefore, the main role in all printed materials is represented by people who are acting naturally in everyday situations. They Asseco CSE Asseco are seen working or conversing. Their appearance indicates that Convergent Services Omnichannel they are focused, but relaxed. Technology is shown, but it is of Environment. Banking Solution. secondary importance, for example people are using tablets or computers. Selected photos should emphasize the dialogue between people and technology. asseco.pl omnichannel.asseco.com Brand. 14. Asseco Brandbook. A1. Our logo is a logotype ................. 16 Logotype. A2. Corporate logotype ........................ 17 A3. Composition ...................................... 18 Book A. A4. Variants .............................................. 19 A5. Safe space .......................................... 20 1/7 A6. Coloured background ................... 21 A7. Minimum sizes .................................. 22 A8. Incorrect usage ................................ 23 A9. Slogan .................................................. 24 15. Asseco Brandbook. Our logo is A1. a logotype. The Asseco logo is a logotype which means the company’s name has been individually-designed and has a unique typeface. The logotype is black. The logotype is the primary branding element. It must not be modified in any way. The rules of its use are described herein. Only authorised files should be used for the creation of designs. A. Logotype. 16. Asseco Brandbook. Logotype: A2. Corporate. The Asseco logotype can also function with a signature as shown on the right of this text. Then the logotype is called a Corporate logotype. A logotype with a signature indicates the region, country or specialization of the particular Asseco company. The signature under the black logotype is always in the leading Asseco colour - blue. POLAND As with the logotype, the rules of the signature’s use and creation are strictly defined in Book B (Brand Architecture). A. Logotype. 17. Asseco Brandbook. Logotype: A3. Composition. The Asseco logotype is designed to specific proportions. The proportions shown must not be modified in any way. x x x x x x x x x x x x x A. Logotype. 18. Asseco Brandbook. Logotype: A4. Variants. The Asseco logotype can be set on various backgrounds. Background variants and the appropriate selection of the logotype colour