Global business solutions for CE companies VISUAL IDENTITY GUIDELINES THE IMPORTANCE OF OUR IDENTITY The following pages describe the essential elements of the Baker International Group visual identity. Proper usage of these identity assets and adherence to these guidelines ensure a refined, upscale and recognizable identity for the BIG brand wherever it is seen. Partners, dealers, employees and any party that creates material on behalf of BIG should review these visual branding guidelines to maintain the integrity of the BIG brand. The BIG Corp 2016 2 COMPANY LOGO The BIG logotype is the official signature of the BIG brand. The logotype should never be recolored or broken up. Note that the globe element may be used as a watermark on official BIG documents. The logotype should not be scaled disproportionately or reformatted in any way, shape, or form. NOTE: In the rare instance where spacing is limited, you may use an alternate version of the logo, where the words “BAKER INTERNATIONAL GROUP” are stacked next to “BIG.” Global business solutions for CE companies ALTERNATE VERSION (for use in instances where space is limited) The BIG Corp 2016 3 PADDING To ensure the clarity of the logo, always maintain at least the minimum padding space shown below. Graphic elements or the edge of an object should never encroach on this space. Global business solutions for CE companies The height of the “i” is the minimum amount of padding that should be respected around the logo. The BIG Corp 2016 4 PROPER LOGO USE Consistent logotype presentation is an important part of keeping the BIG brand reputable and sturdy. The following examples highlight a few improper uses: 1. 2. 1. Never place the logo on a busy or Baker International patterned background, or on a color that Group is too similar to the colors found in the Global business solutions for CE companies logo itself. 2. Never attempt to recreate or imitate the logotype, including retyping it in any 3. 4. font. 3. Never add or remove any element in the logotype. 4. Never rotate, skew, stretch or distort it in 5. 6. any way. 5. Never change the gradient or add any additional effects. Global business solutions for CE companies 6. Never create a lockup with any other graphic element. The BIG Corp 2016 5 COMPANY TAGLINE The BIG tagline is “Global business solutions for CE companies.” It is intended to be a quick read for all viewers, and relay what the company does in a nutshell. This tagline should be set in Myriad Pro at all times. Note that this tagline used to read “Global solutions for CE companies.” The word “business” is a permanent addition, and should always be listed as below. There are no exceptions to this rule. Global business solutions for CE companies The BIG Corp 2016 6 Pantone 7686c COLOR PALETTE CMYK 80 46 0 43 RGB 29 79 145 The BIG color palette consists of shades of #1d4f91 blue and neutral grays, black, and white. Blue should be used to highlight the most 100% 50% 20% important elements of every piece, while gray and black should be used as more complementary colors. You may also use a secondary lighter blue in the case of darker backgrounds. Pantone 115-4 C CMYK 35 5 2 0 RGB 158 209 236 #9ed1ec 100% 50% 20% 100% black 40% black The BIG Corp 2016 7 Type is an important part of the BIG visual identity, all capitals, sans-serif display font with a luxurious Myriad Pro is the official BIG body typeface family, establishing a professional and trustworthy voice and refined feel. It’s highly legible at many sizes and a flexible sans-serif, it’s designed for many sizes FONT USE and tone throughout products, print and digital across several mediums. and longer blocks of text. This is also the font in which communications. This is the font in which the BIG is the logo tagline is typed. typed in for the company logo. The Bebas Neue collection is licensed and can be purchased from Fontfabric Type Foundry: The Myriad Pro collection is licensed and can The type samples below show the approved typefaces http://www.fontfabric.com/bebas-neue/ be purchased from Linotype: from each collection. Bebas Neue is the official BIG http://www.linotype.com/1257/myriad-family.html product branding and headline typeface, a modern, BEBAS NEUE MYRIAD PRO Myriad is the result of a collaboration between type designers Carol Twombly and Bebas Neue is a sans serif font family based on the original condensed Robert Slimbach. thin Bebas Neue free font by Ryoichi Tsunekawa. condensed italic The design was introduced originally in the multiple master format. This enabled the design to be rendered dynamically from light to extra It has grown in popularity and become something like the bold condensed bold weights, and from condensed to extended widths. light “Helvetica of the free fonts.” When Adobe stopped making multiple masters fonts, a new version of the bold condensed italic family was developed. regular This family also included an extended character set. Now the family has four new members – Thin, Light, Book, book and Regular – added by Fontfabric Type Foundry. italic This was developed in 2000 by Fred Brady and Christopher Slye. The new weights stay true to the style and grace of Because of its readability and accessibility, Myriad – and now semibold Myriad Pro – has been adopted by a wide variety of small regular Bebas with the familiar clean lines, elegant shapes, a and large companies alike. blend of technical straightforwardness. Countless companies have adopted the Myriad typeface into semibold italic their branding. Simple warmth makes it uniformly proper for web, print, Noteworthy companies using the Myriad typeface include bold Apple, Wells Fargo, Modern Telegraph, Nippon Airways commerce and art. bold and various North American universities (including the University of Nevada and the University of Ottawa). Additionally, recent additions to the Myriad fold include bold italic Walmart’s corporate rebranding in 2008. The BIG Corp 2016 8 CAPITALIZATION The use of The BIG Corp name is limited to capitalization only. The “T,” “BIG,” and “C” should always be capitalized. Note that you should never be listing the name of the company in any other way. Seeing as BIG stands for Baker International Group, these three letters must always be capitalized in all formats and across every medium. There are no exceptions to this guideline. The BIG Corp 2016 9 COMPANY SLOGAN The BIG slogan is “Think BIG!” This slogan is used on a multitude of company materials, both in logo form as well as simply typed out. If you do opt to type the slogan in plain text, you should type “think” in myriad pro, and “big” in bebas neue. The BIG Corp 2016 10.