NTT Communications Channel Branding Guideline

Transcription

1 NTT Communications Channel Branding Guideline

2 The Purpose of NTT Communications Channel Branding Guideline 1 The NTT Communications Brand Book is intended to help channel partners achieve this goal by laying out the design rules for globally unifying the NTT Communications image that customers come into contact with. These guidelines will help establish a clearer profile for the corporate image and enhance the value of the corporate brand. The Brand Book provides a new design system for the Visual Identity (VI), which is composed of the NTT corporate brand mark, corporate brand colours, and corporate slogan applicable for partner usage. These elements symbolically represent the corporate philosophy and business vision of the NTT Communications Group. The introduction of the new VI design system will enable the image of NTT Communications to be communicated efficiently and effectively all over the world, and help to improve the efficiency of the production process when creating proposal documents or promotional tools, such as brochures and flyers. Please ensure that all marketing efforts contribute to improving brand value by gaining a correct understanding of the brand concept and observing appropriate usage of the VI through the Brand Book. We ask that you read through the material well and contribute to the correct usage of the VI. All forms of brand application are subjected to final approval by NTT Singapore Pte Ltd (NTTS). Submissions must be completed and sent to your NTTS Account representatives or via at marketing@ntt.com.sg at least 2 working days in advance.

3 NTT Communications Channel Branding Guideline 2 NTT Communications Channel Branding Guideline A NTT Communications VI Design System B NTT Communications Preferred Partner VI Design System 1. Visual Identity (VI) Corporate Brand Mark with Slogan 1. NTT Communications Preferred Partner (PP) Logo 2. PP-VI Isolation and Stipulated Minimum Size 3. NTT Communications PP Logo Display Colour Logo 4. NTT Communications PP Logo In Relation To Background Colour 5. NTT Communications PP Logo Dos and Don ts 6. NTT Communications PP Logo Application 6.1 Business Card 6.2 Poster / Print Ad 6.3 Pull-up banner The NTT Communications Brand Book is comprised of 2 sections: A - The NTT Communications VI Design System B - The NTT Communications Preferred Partner VI Design System 6.4 Web page (homepage 1 single page) 6.5 Stationeries (letter head and envelope)

4 A NTT Communications VI Design System The NTT Communications brand is reflected in a singular identity. Distinct from competitors, it is curated to leave a signature and recognisable impression for all customers, employees and shareholders. Through a series of core design elements introduced here, this guide will serve to give our brand a sense of belonging and visual character.

5 Visual Identity (VI) Corporate Brand Mark with Slogan A-1 BASIC DESIGN ELEMENTS NTT Communications basic design elements are composed of the corporate brand mark, corporate brand colour, company name logotype and stipulated fonts. These elements comprise the core of NTT Communications Brand Book VI Design System. Correct use of these elements enables the presentation of a consistent NTT Communications image. Before creating any items using the basic design elements displayed below, you should thoroughly familiarise yourself with the definitions and stipulations on each page. VI STIPULATIONS ISOLATION AND STIPULATED MINIMUM SIZE VI elements may be combined in the two formats horizontal or vertical shown below. It is important for VI display to be independent and distinguishable. For this reason, it should be isolated to a certain degree, with no other design elements or text intruding on the isolation (protected) area. The corporate slogan is always used together with corporate brand mark, and never on its own. CORPORATE BRAND MARK CORPORATE SLOGAN 0.09X X 0.1X This is the most important element, serving as it does as the core visual communication element. This slogan refers to Vision X CORPORATE BRAND COLOUR OFFICIAL COMPANY NAME LOGOTYPE 0.1X These are the colours used in the corporate brand mark. Golden yellow Cobalt blue Gradation (English) Stipulated minimum horizontal length of the corporate brand mark for printed media is 25mm. * Stipulated minimum horizontal length of the corporate brand mark for Web media is 125pixels. Since use of any smaller size may result in poor reproduction and smudging of corporate slogan tagline details, do not use any size smaller than the stipulated minimum size. CORPORATE BRAND MARK MINIMUM SIZE for outputted materials (PRINTS) MINIMUM SIZE for outputted materials (WEB) These are fonts chosen to provide the various display elements with a uniform appearance. (English) Neue Frutiger Frutiger Condensed 25mm 125pixels

6 B NTT Communications Preferred Partner VI Design System Our partners have always played an integral role in our success. This is why we have placed much emphasis on this segment of the brand book. Here, you will find some design guidelines dedicated solely for our preferred partners. Adhering strictly to these rules will effectively give our partners a uniform and distinct identity.

7 NTT Communications Preferred Partner (PP) Logo B-1 Below is the standard display position of the corporate brand logo with Preferred Partner (PP) mark. From a design point of view, the balance between the corporate brand mark and Preferred Partner mark is based on exact calculations, and for that reason it cannot be changed.

8 PP-VI Isolation and Stipulated Minimum Size B-2 Design elements must be adhered to as shown below. It is important for PP-VI logo to be independent and distinguishable. For this reason, it should be sized at the exact weightage of partnering logos and isolated to a certain degree, with no other design elements or text intruding on the isolation (protected) area. MINIMUM SIZE for outputted materials (PRINTS) 0.5X 0.5X 0.5X 45mm X 0.5X MINIMUM SIZE for outputted materials (WEB) 0.5X 0.5X 295pixels Stipulated minimum horizontal length of the corporate brand mark for printed media is 45mm. * Stipulated minimum horizontal length of the corporate brand mark for Web media is 295pixels. Since use of any smaller size may result in poor reproduction and smudging of corporate slogan tagline details, do not use any size smaller than the stipulated minimum size.

9 NTT Communications PP Display Colour Logo B-3 Monochrome display like those shown below may be used depending on printing considerations, display item characteristics, purpose, and so forth. To accurately express the corporate brand colours, the positive type brand mark should be preferentially used where monochrome display is employed. If, however, the negative type would be more effective for certain items, it may be used. You may use the brand mark without gradation when printing or material considerations make use of gradation difficult. Monochrome version (with gradation) Monochrome version (without gradation) POSITIVE-TYPE POSITIVE-TYPE POSITIVE-TYPE POSITIVE-TYPE POSITIVE-TYPE POSITIVE-TYPE

10 NTT Communications PP Logo In Relation to Background Colour B-4 Wherever possible, use the post-type cobalt blue and golden yellow brand mark. The chart below shows reproducibility of the Preferred Partner mark in relation to background colour changed in 10% increments. When displaying the Preferred Partner mark, pay due consideration to backgrounds (photos, etc. as well as colours) that are similar to the Preferred Partner mark colour that they significantly reduce the mark s visibility or cause halation (blurring or unpleasant appearance, etc.). Choose which type of Preferred Partner mark is most suitable according to your judgement of which provides the best visiblity in relation to the background colour. 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Colbalt Blue Black Red Green Deep Skyblue Yellow

11 NTT Communications PP Logo Display Dos and Don ts B-5 A corporate brand mark needs to be used correctly in order to perform the function for which it is designed. Correct use enables the presentation of a consistent NTT Communications image. Particular care should be exercised in the use of the corporate brand mark, since it is the central element of NTT Communications design system. Be absolutely sure to avoid the following incorrect usages. Don t change the sizes of frame and logotype relative to each other. Don t change the positioning of the PP and logotype relative to each other. Don t change logotype arrangement. Don t change the logotype font. Don t change the letter spacing. Don t stretch or shrink the mark horizontally or vertically. Don t add bordering. Don t add shadowing. Don t warp or otherwise change the overall shape. Don t rotate the brand mark. Don t change the colour combination. Don t use any colours other than the stipulated colours. Don t change the frame colour. Don t add gradation to the logotype. Don t use the brand mark in silhouette. Don t add other elements. Don t use solid white display for only certain parts. Don t display the brand mark against a background that divides it. Don t intrude on the white isolation space. Don t use any display that makes the brand mark less distinguishable. Don t display other elements around the brand mark. Don t display the brand mark against a background of the same kind of colour, or against a pattern. Don t display the brand mark against a distracting background. Don t use the brand mark as a background pattern. Don t insert the brand mark into text. Don t use the frame by itself. Don t combine the frame with other elements. Don t use the logo type by itself. Don t use the logo type with special shapes. Don t use data of low-quality images.

12 NTT Communications PP Logo Application BUSINESS CARD B-6.1 For business card of a group company, the height of the PP logomark should not be larger than or in the proximity of the group company s mark and logo. As a general rule, display the mark at the upper left (for horizontal design) or centred-bottom (for vertical design). HORIZONTAL VERTICAL John Tan Marketing Director YOUR LOGO YOUR LOGO name@yourcompany.com Your Company Name Your Company Address Line 1 Your Company Address Line John Tan Marketing Director name@yourcompany.com Your Company Name Your Company Address Line 1 Your Company Address Line

13 NTT Communications PP Logo Application POSTER / PRINT AD B-6.2 For poster or print advertisement of a group company, the height of the PP logomark should not be larger than or in the proximity of the group company s mark and logo. As a general rule, display the mark at the upper right. HORIZONTAL VERTICAL LOREM IPSUM DOLOR SIT DOLOR SIT AMET Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vcidunt ut laoreet dolore magna aliquam erat cidunt ut laoreet dolore magna aliquam erat olutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip. LOREM IPSUM DOLOR SIT DOLOR SIT AMET Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vcidunt ut laoreet dolore magna aliquam erat cidunt ut laoreet dolore magna aliquam erat olutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip.

14 NTT Communications PP Logo Application PULL-UP BANNER B-6.3 For pull up banner of a group company, the height of the PP logomark should not be larger than or in the proximity of the group company s mark and logo. As a general rule, display the mark at the bottom center. LOREM IPSUM DOLOR SIT DOLOR SIT AMET Lorem ipsum dolor sit amet

15 NTT Communications PP Logo Application WEB PAGE B-6.4 For the web page of a group company, the height of the PP logomark should not be larger than or in the proximity of the group company s mark and logo. As a general rule, display the mark at the upper right or bottom right. BASIC FORMAT A (displayed at the upper right) BASIC FORMAT B (displayed at the bottom right) *The display size of the PP logomark needs to be smaller than the group company s mark and logo type.

16 NTT Communications PP Logo Application STATIONERIES B-6.5 For the stationery collaterals of a group company, the height of the PP logomark should not be larger than or in the proximity of the group company s mark and logo. As a general rule, display the mark at the upper right. For envelope, it will be at the bottom right. LETTER HEAD ENVELOPE Dear John Lorem ipsum dolor sit amet, te sit virtute pertinacia, te nec dicat labitur iuvaret. Nostro appetere patrioque ut cum, legimus commune voluptatibus ei vim. Vidit dicat interpretaris eum ut. An nam consul pericula. Qui eu vidisse elaboraret, graece graeci mel ex, labores constituto repudiandae id has. Theophrastus mediocritatem ea per, sit equidem appetere insolens ea. Cu nec dicat interesset. Ad vix solum scaevola, duo agam deleniti pericula te, ex cum illud tation ue ut cum, legimus commune voluptatibus ei vim. V idit dicat interp retaris eum ut. An nam consul pericula. Qui eu vidisse elaboraret, graece graeci mel ex, labores constituto repudiandae id has. Theophrastus mediocritatem ea per, sit eqm ut. An nam consul pericula. Qui eu vidisse elab oraret, graecadz sux xcce graeci mel ex, labores constituto repudiandae id has. Theophrastus mediocritatem ea per, sit equidem appetere insolens ea. Cu nec dghj icat interesset. To: John Tan Company Name Company Address Line 1 Company Address Line 2 Your Company Name Your Comany Address Line 1 Your Comany Address Line 2 Ad vix solum scaevola, duo agam deleniti pericula te, ex cum illud tation perpetua. No sit error audiam feugait, ad est vocent voluptatibus. Vel an ponderum tincidunt. Ad enim doctus tractatos vel. In vis graeci everti salutandi, ad cum sale invenire, eos ea laoreet delectus. Pro cu essent debitis nominavi, nulla debitis ex per.lorem ipsum dolor sit amet, te sit virtute pertinacia, te nec dicat labitur iuvaret. Nostro appetere patrioque ut cum, legimus commune voluptatibus eilorem ipsum dolor sit amet, te sit virtute pertinacia, te nec dicat labitur iuvaret. Nostro appetere patrioque ut cum, legimus commune voluptatibus ei vim. Vidit dicat interpretaris eum ut. An nam consul pericula. Qui eu vidisse elaboraret, graece graeci mel ex, labores constituto repudiandae id has. Thtibus. Vel an ponderum tincidunt. Ad enim doctus tractatos vel. In vis graeci everti salutandi, ad cum sale invenire, eos ea laoreet delectus. Pro cu essent debitis nominavi, nulla debitis ex per. vim. Vidit dicat interpretaris eum ut. An nam consul pericula. Qui eu vidisse elaboraret, graece graeci mel ex, labores constituto repudiandae id has. Theophrastus mediocritatem ea per, sit equidem appetere insolens ea. Cu nec dicat interesset. Ad vix solum scaevola, duo agam deleniti pericula te, ex cum illud tation perpetua. No sit error audiam feugait, ad est vocent voluptatibus. Vel an ponderum tincidunt. Ad enim doctus tractatos vel. In vis graeci everti salutandi, ad cum sale invenire, eos ea laoreet delectus. Pro cu essent debitis nominavi, nulla debitis ex per. YOUR COMPANY NAME Your Company Address Line 1 Your Company Address Line 2 Page 1of 2

17 Questions? If you want to know more about the NTTS channel brand guidelines, you can reach us at Our brand representatives will be more than glad to be at your service. While this brand book serves as a comprehensive guide to all related applications, all users must seek the approval of NTTS before publication. NTTS also conducts frequent brand audits to ensure consistency across the board within our community.