BB VISUAL UC Leasing.qxp:Layout 1 11 ... - UniCredit Leasing · The UniCredit Leasing brand consists of three elements: the logo, the logotype (UniCredit) and the descriptor(Leasing)

B R A N D B O O K

BB VISUAL UC Leasing.qxp:Layout 1 11-01-2008 16:56 Pagina 1

BRAND USAGE 01

FONT USAGE 13

C O N T E N T S


The logo shows dynamism, trustworthiness and globalityrepresented by the red sphere. Strength and leadership aredisplayed through the white number 1 inside.Its study and realization are based on new, unique and distinctiveelements such as lettering.To maintain the exclusivity of the logo, the use of "PRYOR" font isadmitted only for the construction of "UniCredit" brands.

T H E D E T A I L S A SDISTINCTIVE ELEMENT


The logo 01Descriptor 03The brand/Declinations 04Holding/Business Unit 05The brand/Tolerances 06The brand/Applications 07Colours 12

B R A N D U S A G E


P1 | BASE LOGO - 4 COLOURS

P2 | OUTLINE VARIANTS OF THE BASE LOGO

� The logo (P1) is shown in the 4-colour version,which is the base logo

In special cases (e.g. securities and stationery), inorder to reduce time and costs, it is also possibleto print the logo in two colours (Pantone 485 Cand black)

� The stylised version in outline (P2), is to beregarded as natural extension of the base logo

THE LOGOBRAND USAGE 01


BASE LOGO | 3D

BASE LOGO | 2D

P1. P2.

P3. P4.

P1. 3D base logo, 4-colours or 2-colours (Pantone485 C and black), to be used for all colourapplications

P2. 3D base logo, greyscale, positive, to be usedfor all applications in black-and-white

P3. 2D outline logo (Pantone no. 485 C)

P4. 2D outline logo, positive, to be used in specialapplications (e.g. gold, silver, etc.)

THE LOGOBRAND USAGE 02


DESCRIPTOR | DEVELOPMENT

A.

B.

30

6

35

35

12

8

A. UniCredit 100%Font: Pryor Medium

B. Descriptor 40% of A.Font: Dax Regular

DESCRIPTORBRAND USAGE 03


DECLINATIONS | 3D BRAND

DECLINATIONS | 2D BRAND

RESPECT AREA | BRAND

The brand composed of logo, logotype and descriptor,is realised by developing an exclusive lettering;therefore, use of original digital files is recommended

Besides, the final construction of the brand follows theprinciples of optic balance expressed by: weight oflogo in relation to logotype; line spacing

For better legibility of the brand, the use of theillustrated grid, avoiding the insertion of any elementsnot being part of the brand, is recommended

THE BRANDBRAND USAGE 04


Dax Regular, colour black 70%

Holding/Business Unit (B.) always positioned to theright of the logo and lined up to the Descriptor (A.)It always has the dimension than A

HOLDING/BUSINESS UNITBRAND USAGE 05

Holding/Business Unit

HOLDING/BUSINESS UNIT | DEVELOPMENT

APPLICATION RULES |

Holding/Business Unit B.A.


TOLERANCES | 4 COLOURS

6 mm

6 mm

5 mm

TOLERANCES | GRAYSCALE

TOLERANCES | OUTLINE 2 COLOURS

A1.

B1.

C1.

The UniCredit Leasing brand consists of threeelements: the logo, the logotype (UniCredit) and thedescriptor (Leasing)

A1. and B1.They show the smallest reduction obtainable to ensurelegibility of the brand (3D brand)Use of the brand in 4-colours or 2-colours (Pantone485 C and black) and greyscale in a size smaller thanthe one shown is not recommended

C1.Shows the recommended minimum size to ensurelegibility of the brand in outline (2D brand)



1. 1a.

2. 2a.

3. 3a.

4. 4a.

APPLICATIONS | 3D BRAND

APPLICATIONS | 2D BRAND

POSITIVE/NEGATIVE TREATMENT OF THE BRAND

1. 3D brand, 4-colours or 2-colours (Pantone 485 Cand black), positive

2. 3D brand, greyscale, positive

3. 2D outline brand, 2-colours, positive

4. 2D outline brand, monochrome, positive(red, white, silver, gold)

1a. 3D brand, 4-colours or 2-colours (Pantone 485 Cand black), negative

2a. 3D brand, greyscale, negative

3a. 2D brand, outline brand, 2-colours, negative

4a. 2D brand, outline brand, monochrome, negative(everything which is black in the example shown,in the various applications will be the colour ofthe background)



1. 1a.

2.

2a.

2b.

APPLICATIONS | 3D BRAND TREATMENT OF THE BRAND/LOGO WITH HALO

1. 3D brand, 4-colours or 2-colours (Pantone485 C and black), positive

1a. 3D brand, 4-colours or 2-colours (Pantone485 C and black) with halo on a low contrastbackground

2. 3D brand, greyscale, positive

2a/2b. 3D brand, greyscale with halo on a lowcontrast background



EXAMPLES | APPLICATION OF THE BRAND ON BACKGROUNDS For the correct application of the brand, it is advisableto use contrasting colour codes between the brandand the background on which it is placed

In order to achieve it, either brands with positivelogotype (light backgrounds) or negative ones (darkbackgrounds) can be used

APPLICATIONSBRAND USAGE 09


TONE-ON-TONE USE OF BRAND | SATURATION LESS THAN 50%

TONE-ON-TONE USE OF BRAND | SATURATION HIGHER THAN 50% AND UP TO 100%

In general, the use of tone-on-tone background withthe base logo is not recommendedIn those cases in which tone over tone is necessary, thelogo has to be used as shown in the example



1. 6.

2. 7.

3. 8.

4. 9.

5. 10.

Take care not to allow any elements to intrude on the excluded areas of the brandTake care not to allow any elements to intrude on the excluded areas of the brand

Take care not to allowany elements to intrude on the excluded areas of the brandTake care not to allowany elements to intrude on the excluded areas of the brand

The examples below show how not to use the brand

1. The brand must always keep the proportionsshown in the previous pages

2/3. The logo must not be moved from its originalposition

4. A positive logotype must not be any colourother than black

5. The brand must not be used slanted

6. The brand must not be used on a tone-on-tonebackground except as in the examples shownon the previous page

7/8. The brand must not be placed on a backgroundwhich hampers its legibility

9. The brand must not be enclosed within afurther geometrical shape

10. The brand may not be used in the presence ofelements which do not respect the excludedareas as shown on the previous pages



These are the colour codes used for the creation ofUniCredit Group’s Brands

COLOURSBRAND USAGE 12

RED

PANTONE | 485 COATEDPANTONE | 485 UNCOATED

CMYK | 0% 100% 100% 0%

BLACK

PANTONE | Process BLACK COATEDPANTONE | Process BLACK UNCOATED

CMYK | 0% 0% 0% 100%


Identification of lettering 13

F O N T U S A G E


IDENTIFICATION OF LETTERINGFONT USAGE 13

BRAND FONT | PRYOR

PRYOR MEDIUM

ABCDEFGH I J K LMNOPQRSTUVWXYZab cde fgh i j k lmnopq r s t u vwxyz1234567890 , . ? ; ” “ !%£$&@

PRYOR MEDIUM� The font Pryor Medium is only used for the

creation of UniCredit Leasing’s brands



PRIMARY FONT | DAX

DAX LIGHT

ABCD E FGH I J K LMNOPQR STUVWXY Za b cd e f g h i j k lmnop q r s t u vwx y z1 2 3 4 5 6 7 8 9 0 , . ? ; ” “ !%£$&@

DAX REGULAR

A B CD E FGH I J K LMNOPQR ST UVWXY Za b cd e f g h i j k lmnop q r s t u vwx y z1 2 3 4 5 6789 0 , . ? ; ” “ !%£$&@

DAX MEDIUM

ABCD E FGH I J K LMNOPQR ST UVWXY Za b cd e f g h i j k lmnopq r s t u vwx y z1 2 3 4 56 7 890 , . ? ; ” “ !%£$&@

DAX BOLD

ABCD E FGH I J K LMNOPQR ST U VWXY Za b cd e f g h i j k lmnopq r s t u vwx y z1 2 3 4 5 67 89 0 , . ? ; ” “ !%£$&@

DAX LIGHT - DAX REGULAR - DAX MEDIUM - DAX BOLD� All stationery layouts (letterhead paper, business

cards, envelopes, etc.) always use the primaryfont

DAX REGULAR� The Dax Regular is used also for the creation of

descriptors and endorsements



SECONDARY FONT | ARIAL

ARIAL REGULAR

ABCDEFGH I JKLMNOPQRSTUVWXYZab c d e f g h i j k lmnopq r s t u vw x y z1 2 3 4 5 6 7 8 9 0 , . ? ; ” “ !%£$&@

ARIAL MEDIUM

ABCDEFGH I JKLMNOPQRSTUVWXYZabcde f g h i j k lmnopq r s t u vwxy z1 2 34 567890 , . ? ; ” “ !%£$&@

ARIAL BOLD

ABCDEFGH I JKLMNOPQRSTUVWXYZabcde f g h i j k lmnopq r s t u vwx y z1 2 3 4 5 6 789 0 , . ? ; ” “ !%£$&@

ARIAL� The secondary font is used on electronic formats

for letterhead, faxes, memos, e-mails, PowerPointpresentations and the text of letters andcommunications


BB VISUAL UC Leasing.qxp:Layout 1 11 ... - UniCredit Leasing · The UniCredit Leasing brand consists of three elements: the logo, the logotype (UniCredit) and the descriptor(Leasing)

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