NOTES. Comments. The following manual is intended to introduce the most appropriate use of the brand Mikro Kapital for lending subsidiaries

Transcription

1 2018

2 Comments NOTES The following manual is intended to introduce the most appropriate use of the brand Mikro Kapital for lending subsidiaries Contact Mikro Kapital Group 2

3 Mikro Kapital - Brand Identity Book Brand Book for Mikro Kapital. This document was drawn up in 2018 and updated with various versions in the second half of This brand book was produced by Netmilk Sagl. 3

4 Index INDE 6 INTRODUCTION LOGO 10 TYPOGRAPHY 13 CHROMATIC PALETTE 14 USE OF COLORS 15 SIZE AND RESPECT AREA 16 MINIMUM RECOMMENDED DIMENSIONS 17 USES OF THE LOGO NOT PERMITTED 18 PRODUCT LOGOS SHADOWING 21 THE THIRD PARTY SHADOWING 22 FORMAT PATRONAGE AND CHARITY SPONSORSHIP 25 PATRONAGE 27 BUSINESS CARDS 30 COURTESY CARD 32 ENVELOPS 34 LETTERHEAD 36 AGREEMENTS 38 FOLDER 40 FLYERS 42 SIGNATURE 4

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6 Introduction INTRODUCTION THE CHOICE OF THE LOGOTYPE The logo communicates in two simple words the main activity carried out by Mikro Kapital, that is to provide customized micro-credits according to the various needs of the customers. This choice is aimed at communicating an idea of great solidity and security, with the achievement of the goal of a mature and self-aware brand. PICTOGRAM The choice of the pictogram is summarized by two columns, perfect metaphor for a great one company able to finance and therefore support thousands of small businesses. It is exposed therefore an image of solidity and security which follows a sobriety as a guideline attentive to the particular, characteristic twin of the attitude towards the client. LOGOTYPE PICTOGRAM THE CHOICE OF THE PAYOFF The payoff encloses power in a single sentence badge of a successful brand, aimed at increase its recognition and redundancy familiar from the consumer, aimed at transmit your philosophy: "everything starts from mikro ". PAYOFF 6

7 Mikro Kapital - Brand Identity Book 7

8 Mikro Kapital logo BRAND IDENTITY BOOK 2018 MIKRO KAPITAL LOGO 8

9 Mikro Kapital - Brand Identity Book THE STRUCTURE OF THE LOGO The Mikro Kapital logo develops the concept of "Colonne Caranti", besides remembering the letter "M" and, in short, wants to represent the solidity and security of a company that, just like a supporting column, has the task of supporting the small realities of today. The visual elements that generated this sign are basically two: the columns and the colors of the Italian flag present both in the logo and in the pictogram. The columns, a sign of safety and sustainability, the founding element of the Mikro Kapital logo, perfectly summarize the company's ultimate goal. Their disposition is not accidental, because, reflecting each other, they generate the idea of a coordinated work, able to operate in large ladder. The colors of the Italian flag distinguish the Mikro Kapital logo giving it an international appearance, where the Italian character is a symbol of authenticity, warmth and respect. A - Color (positive version) B - Grayscale (positive version) A - Color (negative version) B - Grayscale (negative version) C - Monochrome (positive version) C - Monochrome (negative version) 9

10 Mikro Kapital logo TYPOGRAPHY Mikro Kapital is a detachment of Mikro Kapital Group and as such, although its identity remains autonomous, it maintains the same typographic character as the mother logo. However, we chose to express this autonomy in the variation of the classic colors (blue and red) with the Italian flag tricolor. Mikro Kapital Group logo OPTIMA REGULAR Logo Mikro Kapital OPTIMA REGULAR Optima For the word MIKRO KAPITAL the Optima font was chosen, slightly altering it on the terminals of the single letters in order to give a more rounded shape. The absence of marked forms allows excellent reproducibility in printing even with a strong reduction. The strong characterization and recognizability are elements that give personality to the logo and its use in communication. Brandon Grotesque For the EVERYTHING STARTS FROM MIKRO payoff, the Brandon Grotesque font was chosen, already used on the web and on various representative printed material. The total absence of graceful shapes and the slenderness of the structure make this character excellent for legibility and for reproduction in reduced dimensions. 10

11 Mikro Kapital - Brand Identity Book TYPOGRAPHY Considering the multiple needs of communication it was decided to combine the previous two fonts with a third simple character in the form in order to make the reading more fluent: the Myriad Pro. Optima Brandon Grotesque Myriad Pro ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghiklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghiklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghiklmnopqrstuvwxyz Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent suscipit dui id ipsum semper pharetra. Phasellus sagittis libero nec purus aliquet rutrum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent suscipit dui id ipsum semper pharetra. Phasellus sagittis libero nec purus aliquet rutrum. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent suscipit dui id ipsum semper pharetra. Phasellus sagittis libero nec purus aliquet rutrum. Recommended Uses Recommended Uses Recommended Uses Used solely for the logo. It is preferable to use other fonts for more complex layouts and representations. Suitable for titration and for institutional uses of any kind. Use only in capital letters, together with Myriad Pro, for the body of texts. Recommended for writing editorial texts of all kinds and captions. We recommend the Regular version for the drafting of the predefined text accompanied by Bold versions for secondary titles or for highlighting important arguments. 11

12 TYPOGRAPHY The weight of a typeface affects particularly the importance of a text and for this reason it is good to know how to use at best every version of the font that you intend to use, both for typographic material and for web use Optima Brandon Grotesque Myriad Pro OPTIMA REGULAR OPTIMA BOLD BRANDON GROTESQUE LIGHT BRANDON GROTESQUE LIGHT ITALIC BRANDON GROTESQUE REGULAR BRANDON GROTESQUE REGULAR ITALIC BRANDON GROTESQUE MEDIUM BRANDON GROTESQUE MEDIUM ITALIC BRANDON GROTESQUE BOLD BRANDON GROTESQUE BOLD ITALIC BRANDON GROTESQUE BLACK BRANDON GROTESQUE BLACK ITALIC Myriad Pro Light Myriad Pro Light Italic Myriad Pro Regular Myriad Pro Italic Myriad Pro Semibold Myriad Pro Semibold Italic Myriad Pro Bold Myriad Pro Bold Italic Myriad Pro Condensed Myriad Pro Condensed Italic Myriad Pro Bold Condensed Myriad Pro Bold Condensed Italic 12

13 Mikro Kapital - Brand Identity Book CHROMATIC PALETTE Creating standard pallets allows you to minimize typical chromatic dysfunctions of on-screen display and letterpress printing. For this reason, every shade is generally sampled in CMYK, RGB and Pantone colors. The four-color samples (CMYK) are derived from the mixing percentage of 4 main colors that give precisely the name to the model ie Cyan, Magenta, Yellow, Key black. These samples are used in color letterpress printing. RGB is instead an additive color method (Red + Green + Blue) from which the acronym of the name derives. Due to its characteristics, it is a particularly suitable model in representation and visualization of images in electronic devices. The system Pantone has been developed to be able to classify the colors and "translate" them into the CMYK four-color printing system simply thanks to a code. The colors, with the relative codes, are then inserted in a catalog, where it is possible to select them. C88 M26 Y100 K13 R2 G122 B53 Pantone 356C C11 M12 Y8 K0 R231 G224 B229 Pantone 663C C62 M50 Y47 K40 R85 G88 B90 Pantone 445 C C2 M95 Y94 K0 R226 G36 B29 Pantone 485C 13

14 Mikro Kapital Logo USE OF COLORS When using the logo on black and white materials, make sure that the contrast between the logo and the background is as sharp as possible. The colored logo can easily be combined with light and dark. The gray scale can be associated with very light or very dark colors but not with the middle streets. Monochrome should be used when the background colors 0% Black 50% Black 50% Black 100% Black A - Color 0% Black 50% Black 50% Black 100% Black B - Greyscale 0% Black 50% Black 50% Black 50% Black C - Monochrome 0% Black 50% Black 50% Black 50% Black D - Outline 14

15 Mikro Kapital - Brand Identity Book BUFFER ZONE The area of respect is the surface near the logo that can not be occupied or invaded with texts and / or other graphic elements or images. The area of respect for the Mikro Kapital logo is calculated starting from the size of the central pictogram () re-proposing it to the four extremes of the logo. LOGO Lorem ipsum dolor sit amet, consectetur adipiscing elit. Praesent suscipit dui id ipsum semper pharetra. Phasellus sagittis libero nec purus aliquet rutrum. LOGO LOGO 15

16 Mikro Kapital Logo MINIMUM RECOMMENDED DIMENSIONS The logo can be scaled and enlarged in a way proportional. The minimum height of the logo is 4mm. The length is proportional. The standard height to be used on envelopes, stationery, blocks, etc. It is 12mm. Containment within a grid determines the minimum distance ratio from any other object or item. The negative space size is 2/3 compared to the height of the logo. This minimum use can be problematic even during production. Therefore it is to be considered allowed only if necessary. Minimum 4 mm Minimum 4 mm Standard 7 mm Standard 7 mm Standard 9 mm Standard 9 mm Standard 12 mm Standard 12 mm 25,7 mm 25,7 mm 45 mm 45 mm 58 mm 58 mm 77,3 mm 77,3 mm 16

17 Mikro Kapital - Brand Identity Book USES OF THE LOGO NOT PERMITTED The representation of the logo in the following formats is not permitted and is prohibited without the consent of the rights holders. Do not change the font Do not use only one part Do not change colors No effects No 3D effect Do not deform Do not apply contours / strokes Do not change the position or orientation of the pictogram 17

18 Mikro Kapital logo PRODUCT LOGOS To facilitate recognition, specific logos have been created for the main products. These must never be used individually without the accompaniment of the Mikro Kapital logo unless decreed otherwise by the brand owners. 18

19 Mikro Kapital - Brand Identity Book PRODUCT LOGOS Brandon Grotesque Light Nero C0 M0 Y0 K100 Brandon Grotesque Black Nero C0 M0 Y0 K100 EAMPLE EAMPLE Brandon Grotesque Regular Grigio C0 M0 Y0 K70 Minimum 4 mm 19

20 BRAND IDENTITY BOOK 2018 SHADOWING GRAPHICS 20

21 Mikro Kapital - Brand Identity Book SHADOWING GRAPHICS WITH 3RD LOGOS The single Partners, Partners or Sponsors of Mikro Kapital will always communicate by adding their brand to the Mikro Kapital logo, separating them with a vertical thread. Following are the indications for the alignment of the brands. 21

22 FORMAT Application on light backgrounds LOGO AREA LOGO AREA 22

23 Mikro Kapital - Brand Identity Book Application on dark or colored backgrounds LOGO AREA LOGO AREA 23

24 Patronage BRAND IDENTITY BOOK 2018 PATRONAGE 24

25 Mikro Kapital - Brand Identity Book PATRONAGE Under the patronage of Under the patronage of Application on light backgrounds Application on dark or colored backgrounds Under the patronage of under the patronage of

26 Look & Feel BRAND IDENTITY BOOK 2018 LOOK & FEEL 26

27 Mikro Kapital - Brand Identity Book BUSINESS CARDS The front of the business card is divided into sections so as to leave a space with a generous and uniform cutting edge on each side. This also occurs on the back, where the Mikro Kapital logo stands out on a white band that creates a distinct detachment from the pattern created by repeating the "EVERYTHING STARTS FROM MIKRO" payoff loop. 27

28 Look & Feel BUSINESS CARDS Format: horizontal Dimensions: 55mm x 85mm Print: 4/4 colors Material: 300g matte coated paper Finishing: zone UV coating 7,3 mm 21 mm 10 mm 13 mm 20 mm 21 mm Myriad Pro Regular 7 pt Gray C0 M0 Y0 K70 Myriad Pro Regular 6 pt Black C0 M0 Y0 K100 Myriad Pro Regular 6 pt Gray C0 M0 Y0 K60 Gray C0 M0 Y0 K70 Bleed (2 mm) Brandon Grotesque Regular 5,5 pt Gray C0 M0 Y0 K20 Myriad Pro Regular 8 pt Black C0 M0 Y0 K100 28

29 Mikro Kapital - Brand Identity Book 29

30 Look & Feel COURTESY CARD The courtesy card is printed front and back on absolutely white paper (eg Splendorgel Extrawhite) of 300g. 30

31 Mikro Kapital - Brand Identity Book COURTESY CARD Format: horizontal Dimensions: 210 mm x 100mm Print: 4/4 colors Material: 300g white offset paper 15 mm 25 mm 20 mm 15 mm 12 mm 8 mm 20 mm 17 mm 8 mm 20 mm 30 mm Cutting margin (5 mm) Myriad Pro Regular 8 pt Gray C0 M0 Y0 K80 31

32 Look & Feel ENVELOP The envelope is printed front and back on paper absolutely white (eg Splendorgel Extrawhite) from 115g. 32

33 Mikro Kapital - Brand Identity Book ENVELOP Format: horizontal Dimensions: 114mm x 229mm (C5/5) Print: 4/4 colors Material: 115g white offset paper 20 mm 20 mm 15 mm 20 mm 32 mm 13 mm 50 mm 20 mm 80 mm Myriad Pro Regular 10 pt Black C0 M0 Y0 K100 33

34 Look & Feel LETTERHEAD The letterhead is printed on paper absolutely white (eg Splendorgel Extrawhite) from 90g. It is used for all communications to third parties and for this reason may include ancillary pages that show the logo at the bottom right. Vestibulum id ligula porta Sfelis euismod semper. Cum sociis natoque penatibus et magnis dis parturient montes,nascetur ridiculus mus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Nullam id dolor id nibh ultricies vehicula ut id. Vestibulum id ligula porta felis euismod semper. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Cras justo odio, dapibus ac facilisis in, egestas eget quam. Sed posuere consectetur est at lobortis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam id dolor id nibh ultricies vehicula ut id elit. Donec ullamcorper nulla non metus auctor fringilla. Cras justo odio, dapibus ac facilisis in, egestas eget quam. 34

35 Mikro Kapital - Brand Identity Book LETTERHEAD Format: vertical Dimensions: 210mm x 297mm (A4) Print: 4/4 colors Material: 90g white offset paper or higher 20 mm 11 mm Vestibulum id ligula porta Sfelis euismod semper. Cum sociis natoque penatibus et magnis dis parturient montes,nascetur ridiculus mus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Nullam id dolor id nibh ultricies vehicula ut id. Vestibulum id ligula porta felis euismod semper. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Fusce dapibus, tellus ac cursus commodo, tortor mauris condimentum nibh, ut fermentum massa justo sit amet risus. Cras justo odio, dapibus ac facilisis in, egestas eget quam. Sed posuere consectetur est at lobortis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nullam id dolor id nibh ultricies vehicula ut id elit. Donec ullamcorper nulla non metus auctor fringilla. Cras justo odio, dapibus ac facilisis in, egestas eget quam. Myriad Pro Semibold 9 pt Gray C0 M0 Y0 K70 Myriad Pro Regular 9 pt Gray C0 M0 Y0 K60 50 mm Cutting margin (2 mm) 20 mm 35

36 Look & Feel OTHER DOCUMENTS The contract is printed on paper absolutely white (eg Splendorgel Extrawhite) from 90g. It is used for contracts and includes ancillary pages that show the logo on the bottom right and the number on the left. 36

37 Mikro Kapital - Brand Identity Book OTHER DOCUMENTS Format: vertical Dimensions: 210mm x 297mm (A4) Print: 4/4 colors Material: 90g white offset paper or higher 25 mm 25 mm 30 mm 30 mm 30 mm 30 mm Myriad Pro Regular 10 pt Gray C0 M0 Y0 K70 10 mm 30 mm Myriad Pro Semibold 12 pt Black C0 M0 Y0 K100 Myriad Pro Regular 12 pt Black C0 M0 Y0 K100 Myriad Pro Regular 12 pt Black C0 M0 Y0 K100 Myriad Pro Regular 8 pt Myriad Pro Regular 10 pt Gray C0 M0 Y0 K70 40 mm Gray C0 M0 Y0 K70 Cutting margin (5 mm) 10 mm 6 mm 24 mm 37

38 Look & Feel FOLDER The double-leaf folder is printed on 400g cardboard with a pre-punched slot on the flap for a business card (85mm x 55mm). 38

39 Mikro Kapital - Brand Identity Book FOLDER Format: vertical Dimensions closed size: 220 mm x 310 mm Dimensions open size: 440 mm x 310mm Print: 4/4 colors Thickness: 5mm Material: 400g white offset paper Brandon Grotesque Light Black C0 M0 Y0 K100 Brandon Grotesque Black Black C0 M0 Y0 K100 Myriad Pro Regular Black C0 M0 Y0 K100 39

40 Look & Feel FLYERS Format: vertical Size dimensions: 105mm x 148mm (A6) Print: 4/4 colors Material: 170g white offset paper Primary colors: C15 M100 Y70 K15 C85 M10 Y100 K10 C85 M50 Y0 K0 C50 M100 Y0 K0 Secondary colors (for shades): C0 M50 Y100 K0 C60 M5 Y70 K0 C70 M10 Y30 K0 C60 M75 Y0 K0 40

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42 Look & Feel SIGNATURE The signature in the s is our business card, please use a standard template for all employee. Arial Regular 10 pt Black C0 M0 Y0 K100 Duis mollis, Maecenas faucibus mollis interdum. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Nulla vitae elit libero, a pharetra augue. Nullam id dolor id nibh ultricies vehicula ut id elit.maecenas faucibus mollis interdum. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Nulla vitae elit libero, a pharetra augue. Nullam id dolor id nibh ultricies vehicula ut id elit. Maecenas faucibus mollis interdum. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Nulla vitae elit libero, a pharetra augue. Nullam id dolor id nibh ultricies vehicula ut id elit.maecenas faucibus mollis interdum. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Nulla vitae elit libero, a pharetra augue. Nullam id dolor id nibh ultricies vehicula ut id elit. Nullam id dolor. Arial Bold 8 pt Black C0 M0 Y0 K100 Arial Regular 8 pt Black C0 M0 Y0 K100 Name and Surname General Manager Mikro Kapital Corso Lodi, Milano IT Tel: @mikrokapital.com Arial Regular 6 pt Black C0 M0 Y0 K100 Arial Regular 6 pt Gray C0 M0 Y0 K70 Maecenas faucibus mollis interdum. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Nulla vitae elit libero, a pharetra augue. Nullam id dolor id nibh ultricies vehicula ut id elit.maecenas faucibus mollis interdum. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Nulla vitae elit libero, a pharetra augue. Nullam id dolor id nibh ultricies vehicula ut id elit. Maecenas faucibus mollis interdum. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Nulla vitae elit libero, a pharetra augue. Nullam id dolor id nibh ultricies vehicula ut id elit.maecenas faucibus mollis interdum. Duis mollis, est non commodo luctus, nisi erat porttitor ligula, eget lacinia odio sem nec elit. Nulla vitae elit libero, a pharetra augue. Nullam id dolor id nibh ultricies vehicula ut id elit. Mikro Kapital [Country] is part of Mikro Kapital Group. 42

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44 BRAND IDENTITY BOOK

45 THANK YOU!

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47 Mikro Kapital