Corporate Identity and Brand. Short manual
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1 Corporate Identity and Brand Short manual
2 Philosophy Attitudes and values
3 Philosophy Attitudes o o o o o Leadership We see ourselves as leaders in our industry and aspire to be the best in the long term. 1. We invest in talent worldwide to develop our leaders of the future and maintain our success A global company We search for opportunities and make decisions for the good of the company as a whole, not for specific areas of the enterprise 1. We thrive on interdependence and consider the skills and knowledge in all of Gamesa; we work together closely and our departments and countries collaborate with one another Passion for the customer We are passionate about building long-term relationships with our customers, with whom we create mutual value and share knowledge 1. We try hard and work with them to resolve problems Teamwork We believe that the sum of the parts is greater than individual contributions 1. We work as a team in everything we do and share challenges 2. We develop solutions together. We have mutual responsibility and support 3. We ensure that the skills we have worldwide are recognised and considered Innovation We strive to achieve new objectives 1. We are constantly searching for new and creative ways to resolve customers challenges 2. We are one of the leaders in the renewable energy sector and we work hard to maintain our position at the forefront of new and dynamic technologies 3. To stand out, we are always willing to adapt, we are fast and flexible when it comes to taking up new challenges 4
4 Philosophy Values o o o Excellence We excel in everything we do 1. We aspire to achieve the highest standards of quality, efficiency and productivity in the design of our products, services and solutions. We are committed to doing it right the first time and take on each challenge as if it were our own, regardless of the demands involved Respect We value each person s contribution and respect our differences. 1. We are fair, transparent and honest in all our interactions in order to build relations of trust. We are concerned about and support each other, respecting our differences and appreciating what we can learn from one another Sustainability We meet the needs of today without compromising tomorrow. 1. We consider the results we obtain in the short, medium and long term in everything we do for our employees, customers and stakeholders in general 5
5 The brand Typography and use of the brand
6 Typography Typography is one of the main unifying elements of corporate visual identity. Two typographies are used: Tahoma This typography is used in most cases. As this font is installed on all computer systems, it will also be used in electronic applications ( and web) Tahoma normal Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Ññ Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Tahoma bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Ññ Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Klavika This is the secondary typography. It can be used in advertising, posters, signage and corporate videos Klavika Lt Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Ññ Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz Klavika Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Ññ Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
7 Logo The logo is the graphic representation of the company. It can be used in two formats: horizontal and vertical. Primary logo (horizontal) Secondary logo (vertical) The S and G represent the protected area of the logo 8
8 Use and representation of the logo Proportions 9
9 Use and representation of the logo 1. The colour logo is mainly used on a white background, but it can also be used on a dark colour background with the brand in white and the isotype in colour. 2. The white logo is used on the corporate colours shown later on (it cannot be used on colours that are too pale and which do not provide sufficient contrast, nor can shades or halos be used) 10
10 Use and representation of the logo Colour logo Grayscale logo Black logo Colour logo on grey Silver logo, black/white White logo on primary and secondary colours 11
11 Tagline The tagline defines the positioning and affirms the identity of the brand. Primary Tagline Primary Tagline with horizontal logo 12
12 Use and representation of the tagline Tagline on dark background Tagline on pale background Tagline with vertical logo 13
13 Colour palette There are two preferred corporate colours R 193 G 184 B 47 Pantone C1B82F R 75 G 77 B 79 Pantone 445 And the variations of these colours: R 180 G 185 B 84 R 210 G 217 B 99 R 232 G 236 B 175 R 150 G 150 B 150 R 192 G 192 B
14 Colour palette And the following secondary colours R 226 G 140 B 5 R 118 G 154 B 208 R 54 G 54 B 48 Use of secondary colours: 1. When contrast between colours is important (graphs, tables, etc.) 2. For aesthetic purposes. Secondary colours can be used with primary colours. The percentages of each colour can be played with, reducing them in portions of 10% 15
15 Online General guidelines, use and representation of logo and examples of use
16 General guidelines 1. The preferred typography of the company will be used (Tahoma) 2. The previously described corporate colours will be used, and priority will be given to the preferred colours and variations thereof. The secondary corporate colours may be reduced in portions of 10% 3. Images can be used provided they are corporate images 4. Boxes, highlights and other web elements must contain the corporate typography and colours 5. The use of backgrounds should be minimised for optimum legibility. Stripes and/or grids that make text difficult to read will not be used 6. Links will be in the corporate green 7. Advertisements of third parties that are not subsidiaries of the company cannot be included in Gamesa websites or microsites 30
17 Use and representation of the logo 1. The colours and logo must be used in accordance with the corporate Image and Brand manual 2. The logo must be clearly visible on all pages of the website 3. The colour logo should always be used provided a white background can be used in the website design 4. The logo will be positioned in the top left-hand side of the website and aligned with the main image or banner 5. The logo can also be featured at the bottom of the website when this is necessary for aesthetic reasons 31
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