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CEVA Brand IdentityBasics
24 April 2009
Copyright © CEVA Logistics 2009.
All rights reserved.
The logo and other CEVA intellectual property contained in these
guidelines are protected by national and international laws and
conventions on trademark and copyright. All reproduction, full or partial,
and any use of CEVA intellectual property is not permitted without prior
written approval. It is essential that the logo and other visual elements
contained in these guidelines be reproduced from original master artwork
and not recreated under any circumstances.
Basics
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Any queries regarding the CEVA brand identity should be directed to [email protected] or
Group Marketing & Communications, CEVA Logistics, Siriusdreef 20, 2132 WT Hoofddorp, The Netherlands
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The is a vital and integral part
of our success as we face new challenges in the many
markets where we operate across the globe. To help us
build a powerful global brand it is important that the
elements of our brand – our name, logo, the colors
and fonts we use – are applied consistently across all
our markets. To help us achieve this, these guidelines
outline the principles for using the different elements
of our brand identity.
CEVA Brand Identity
Rebecca Salt
Group Director of Marketing & Communications
CEVA Logistics
Basics > Introduction
CEVA Brand Identity
Basics
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Our brand identity is the outward expression of what we stand for as an
organization, summarized in our – the fundamental beliefs we hold
which guide our attitude and behavior. At CEVA we are focused on delivering
operational to our customers, each and every day. and
working together, we focus on our business by offering outstanding
supply chain services and developing our business to support theirs. At every link
of the supply chain, we help make business flow.
excellence Uniting
growing
brand values
�
�
�
Common set of values – customers first
Integrated cohesive leadership teams for
each customer
Standard global customer facing systems
Customer
promise
Employee
promise
�
�
�
We are a richly diverse organization which
operates seamlessly as one team
We cooperate to deliver world class
solutions to our customers
We employ the best supply chain
professionals and develop this talent
�
�
�
We develop every employee to their
maximum potential
We foster an open and inspiring
environment in which all employees can
contribute
Our growth is supported by our flat, agile
organization
�
�
�
Every day we strive to be better
We encourage a performance driven
culture
We are passionate about perfection
Unity Growth Excellence
�
�
�
We grow our capabilities to meet
customer needs
We grow geographically where customers
need us
We broaden the range of customer
‘touches’
�
�
�
Operational excellence is evident
Good ideas travel quickly and get re-
applied
Smart solutions capture best practice
Basics > Introduction > Brand values
Basics
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CEVA Brand Identity
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Basics > Introduction > Basic elements
Basics
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Our are
the ingredients that make
up our visual identity. They
may be use either
separately or together to
build all CEVA brand
applications.
basic elements
abcdefghi abcd
Color
Using only the colors from our primary and extended
palettes will help to build a strong and consistent brand.
Logo
Our logo must be reproduced accurately and
consistently every time it appears.
Typography
FS Albert and Calibri are modern sans serif fonts
carefully chosen to complement our brand identity.
Tagline
We only have one tagline which must not be translated
into other languages.
CEVA wave
The CEVA wave is a specially created graphic device
that visually represents our brand positioning idea of
making business flow.
Imagery
Our imagery is split into four categories: corporate,
customers, work and conceptual.
CEVA Brand Identity
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burgundyCEVA CEVA
red black white
185
C0 M100 Y80 K0
202
C0 M100 Y60 K40
PANTONE
CMYK
®
Print
For two dimensional design
For three dimensional design
On-screen
Vinyl
Paint
HTML
RGB
3M™ Scotchcal™
Avery®
RAL
NCS
BS4800
#FF0033
R255 G0 B51
#990033
R153 G0 B51
100-368
906
100-723
923
–
S 1080-R
04E53
3004
S 4050-R
04D45
100-12
901
9005
S 9000-N
00E53
9016
S 0500-N
00E55
100-10
900
#000000
R0 G0 B0
#FFFFFF
R255 G255 B255
Process Black
C0 M0 Y0 K100
–
–
The provides a
distinctive basis for the CEVA
brand identity. The principle color
is CEVA burgundy. CEVA red is
used primarily as an accent color,
adding dimension to headlines
and layouts. The neutrals black
and white are also specified. The
use of white is fundamental to
the overall visual effect of the
CEVA brand identity. White space
creates a clean, efficient and
professional image and reinforces
the notion of simplicity and
modernity. Using these colors
consistently will build powerful
recall and ownership.
primary palette
Colors must be accurately matched and
reproduced. In the absence of specific color
references, the colors must be matched to the
correct PANTONE coated samples provided in the
most recent edition of the PANTONE Color
Formula Guide. Colors must be matched to
color laser copies.
®
®
not
Basics > Color > Primary palette
Basics
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CEVA Brand Identity
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Basics > Color > Extended palette
Basics
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The
provides a balanced
and flexible range of
supplementary colors
for use with the CEVA
brand identity.
extended palette
CEVA colors must only be used with
CEVA burgundy or CEVA red and
white. Tints of extended palette
colors should not be used.
storm
cerulean sky
silver
aqua
pearl
lime
mist
#666666
R102 G102 B102
#006699
R0 G102 B153
#99CCFF
R153 G204 B255
#999999
R153 G153 B153
#009999
R0 G153 B153
#CCCCCC
R204 G204 B204
#99CC00
R153 G204 B0
#E6E6E6
R230 G230 B230
Cool Gray 10
C0 M0 Y0 K60
3015
C100 M30 Y0 K20
PANTONE
CMYK
®
PANTONE
CMYK
®
PANTONE
CMYK
®
HTML
RGB
HTML
RGB
HTML
RGB
2905
C40 M10 Y0 K0
Cool Gray 7
C0 M0 Y0 K40
320
C100 M0 Y40 K0
Cool Gray 4
C0 M0 Y0 K20
390
C20 M0 Y100 K20
Cool Gray 2
C0 M0 Y0 K10
amber
white
#FF9900
R255 G153 B0
#FFFFFF
R255 G255 B255
1375
C0 M40 Y100 K0
–
–
maroonpurple
navy
black
#660033
R102 G0 B51
#660066
R102 G0 B102
#003366
R0 G51 B102
#000000
R0 G0 B0
222
C0 M100 Y20 K60
260
C60 M100 Y0 K20
295
C100 M60 Y0 K40
Process Black
C0 M0 Y0 K100
burgundyCEVA CEVA
cardinal red pink
193
C0 M100 Y70 K20
185
C0 M100 Y80 K0
183
C0 M40 Y20 K0
202
C0 M100 Y60 K40
#CC0033
R204 G0 B51
#FF0033
R255 G0 B51
#FF9999
R255 G153 B153
#990033
R153 G0 B51
orange
#FF6600
R255 G102 B0
165
C0 M60 Y100 K0
CEVA Brand Identity
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Basics
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The is the unique visual
device used to identify and
express CEVA. The logo is the
most important element of the
CEVA brand identity. The
effectiveness of our brand
depends on correct application of
the logo at all times.
logo
The minimum acceptable size for the logo is
12mm for printed applications and 56 pixels for
electronic applications.
Where possible, the color version should be used,
preferably on a white background. Where full color
is not available, for example, for single color
printing, a mono black version may be used. Please
note there is no negative color version of the logo.
When the logo is used on a dark background, the
mono white version must be used.
Original artwork of the logo is provided digitally, in
Encapsulated Post Script (*.eps) formats (suitable
for Apple and Windows operating platforms). The
files are vector-based, allowing artwork to be
enlarged or reduced with no loss of quality.
For on-screen use, the logo is provided in Graphics
Interchange Format (*.gif). The logo must only be
used on-screen in one of the following sizes
(measured over the width of the logo, not
including clearspace): 56, 80, 120, 160, 240, 320,
400, 480 and 600 pixels.
GIF files are raster (formed from pixels), and
cannot be enlarged or reduced without significant
loss of quality. Raster files are suitable for use
as original artwork.
not
12mm/56 pixels
cp
cc
color PANTONE version
color cmyk (4 color) version
®mk mono black version mw mono white version
Basics > Logo
CEVA Brand Identity
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Basics
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The logo must be afforded sufficient clear space
around it to enhance clarity and visibility.
The clearspace is the exclusion area around the
logo. The clearspace may be used as a placement
guide when positioning the logo. The clearspace
must not be violated by any other graphic,
typographic or visual elements.
The logo has been specially drawn in proportion
2:1 to assist sizing and positioning in the design
process. The minimum clearspace equals half the
height of the logo.
h
½h
½h
2h½h ½h
Optimum distance
Optimum distance
Horizontal alignment of sponsors Vertical alignment of sponsors
Minimum distance
Minimum distance
Basics > Logo > Clearspace
Please note blue lines and hatched
clearspace are for indicative purposes
only and must not be printed.
CEVA Brand Identity
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Basics
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Basics > Logo > Positioning
Whenever the logo appears on a page or design it
must be aligned with other elements in one of the
ways shown.
Where practical, the logo must appear in the upper
right hand corner of the page or design, observing
the clearspace. In exceptional circumstances,
when it is not practical for the logo to appear in
the upper right hand corner, it may appear in the
lower right hand corner, observing the clearspace.
horizontally centeredleft aligned right aligned
vertically centered
top aligned
bottom aligned
Preferred position Alternative position
Please note blue lines and hatched
clearspace are for indicative purposes
only and must not be printed.
CEVA Brand Identity
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Basics
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Basics > Logo > Colorways
White (preferred) or light colored backgrounds offering sufficient contrast
White (preferred) or light colored backgrounds offering sufficient contrast
Insufficient contrast:
Use mono white version
Insufficient contrast:
Use mono white version
Insufficient contrast:
Use color version
Black or dark colored backgrounds offering sufficient contrast
Since there are several
versions of the logo, special
care must be taken to ensure
the correct version is used,
depending on the background.
The background must provide
sufficient contrast to the logo.
Complex and/or patterned
backgrounds should be
avoided.
If only single color printing is
available, the preferred
version of the logo is the
mono black version on a white
background.
The mono version may be
used for etching and similar
monochromatic treatments.
If full color printing is
available, the preferred
version of the logo is the
color version on a white
background.
CEVA Brand Identity
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Basics > Logo > Misuse
The logo must be reproduced
from approved master
artwork. Unauthorised or
improper use of the logo is
not permitted under any
circumstances. The logo must
not be distorted or altered in
any way.
Do not rotate,
reflect, stretch,
shear or apply
perspective to the
logo.
Do not alter the
colors of the logo.
Do not alter the
relative size and
position of the
constituents of the
logo or use any
constituents in
isolation.
Do not apply
further effects to
the logo, including
three dimensional
or shaded
interpretations such
as gradient, drop
shadow, motion
blur, emboss or
watermark.
Do not apply an
outline to the logo.
Do not place the
logo within a box,
frame or a border
or include any other
visual elements.
Basics
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CEVA Brand Identity
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ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
FS Albert Thin
abcdefghi
FS Albert Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
FS Albert FS Albert Italic
FS Albert Bold ItalicFS Albert Bold
FS Albert ExtraBold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
FS Albert Thin Italic
FS Albert Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
The for
all formal publications is
FS Albert, a font family
that offers a wide range of
weights, allowing for a
hierarchy of emphasis
within documents. No
other typeface except FS
Albert must be specified to
designers or printers.
primary typeface
FS Albert must not be altered or
distorted in any way when used.
Basics > Typography > Primary typeface
Basics
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CEVA Brand Identity
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Basics > Typography > Business typeface
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
Calibri
Calibri Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
Calibri Italic
Calibri Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz0123456789
The
used for all
produced by CEVA
employees, including
presentations and
proposals,
email and online
applications, is Calibri
which is included as a
standard font in Microsoft
Windows*. No other
typeface except Calibri
must be used for internal
documentation unless
users have not yet
transitioned to Vista in
which case Verdana should
be used.
stationery,
business typeface
documentation
Special effects (e.g. Microsoft Office
WordArt) should be avoided. abcdBasics
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CEVA Brand Identity
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Basics > Typography > Company name
At CEVA Logistics we’re passionate about...
At Ceva we’re passionate about...
At we’re passionate about...CEVA Incorrect bold
Incorrect case
Incorrect case
Incorrect case
Incorrect case
Incorrect italic
Incorrect underline
At we’re passionate about...CEVA
At we’re passionate about...CEVA
At Ceva Logistics we’re passionate about...
At CEVA LOGISTICS we’re passionate about...
At Ceva LOGISTICS we’re passionate about...
It is important that the
CEVA
appears consistently
throughout the company.
company name
Neither the logo nor its constituent parts
must be used in text.
Bold, italic or underlined text must not
be used to give emphasis to company
names.
The name CEVA must always be set in
upper case, regardless of contextual
case.
When text is set in upper and lower case,
the name CEVA Logistics must appear as
shown with CEVA set in upper case and
Logistics in lower case with an initial
capital.
When text is set in upper case only, the
name CEVA Logistics must appear as
shown with the name set in upper case
only.
Basics
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AT CEVA WE’RE PASSIONATE ABOUT...
AT CEVA LOGISTICS WE’RE PASSIONATE ABOUT...
Incorrect bold
Incorrect case
Incorrect case
Incorrect case
Incorrect italic
Incorrect underline
AT WE’RE PASSIONATE ABOUT...CEVA
AT WE’RE PASSIONATE ABOUT...CEVA
AT WE’RE PASSIONATE ABOUT...CEVA
AT Ceva WE’RE PASSIONATE ABOUT...
AT CEVA Logistics WE’RE PASSIONATE ABOUT...
AT Ceva Logistics WE’RE PASSIONATE ABOUT...
Incorrect caseAT Ceva LOGISTICS WE’RE PASSIONATE ABOUT...
Incorrect use of logo in text
Incorrect use of logo in text
At we’re passionate about...
At we’re passionate about...
At CEVA we’re passionate about...
CEVA Brand Identity
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The is set in lower
case FS Albert Bold with an
initial capital. When used
on a white or light
background the tagline
must be CEVA burgundy or
black. When used on a
dark background the
tagline must be white.
tagline
The tagline may appear in combination
with the logo in two permitted formats:
the vertical format (preferred) and the
horizontal format (alternative).
The size and position of the tagline
bears a special relation to the logo. The
tagline must not appear in isolation.Vertical format (preferred) Horizontal format (alternative)
Basics > Typography > Tagline
Basics
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In order to remain legible the minimum
acceptable size for the tagline is 24mm.
24mm
CEVA Brand Identity
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h
½h
½h
2h½h ½h
h
h
<½h
<½h
The vertical format is the preferred
arrangement for the logo and tagline
when used together.
In the vertical format the tagline must
appear directly below the logo. The
tagline is the same width as (twice the
height of) the logo. The logo and tagline
are treated as a single entity and
surrounded by a modified clearspace.
h
½h
Basics > Typography > Tagline > Vertical format
Basics
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Please note blue lines and hatched
clearspace are for indicative purposes
only and must not be printed.
CEVA Brand Identity
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Basics > Typography > Tagline > Horizontal format
h
h
In the horizontal format, the tagline
must appear on the left or right of the
logo, sharing the same baseline as the
logo and observing the clearspace. The
width of the tagline is three times the
height of the logo.
3h
2h
2h
3h
½h
½h
Basics
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Please note blue lines and hatched
clearspace are for indicative purposes
only and must not be printed.
CEVA Brand Identity
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Basics > Typography > Tagline > Positioning
Basics
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Vertical format
e.g. brochure
Vertical format
e.g. brochure
Vertical format
e.g. PowerPoint
Vertical format
e.g. pop-up stand
Horizontal format
e.g. banner
The tagline bears a special relationship
to the logo in both size and alignment.
The tagline must always be sized and
aligned correctly relative to the logo.
The horizontal format must not be used
when the logo is positioned in the lower
right hand corner of the design.
Please note blue lines and hatched
clearspace are for indicative purposes
only and must not be printed.
CEVA Brand Identity
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When used as a graphic
device, the (or
web address) is set in lower
case FS Albert Bold. When
used on a white or light
background the URL must
be CEVA burgundy or
black. When used on a
dark background the URL
must be white.
CEVA URL www.cevalogistics.com
www.cevalogistics.com
www.cevalogistics.com
Basics > Typography > URL
Basics
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CEVA Brand Identity
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The is a graphic
device that represents the flow of
our business. The wave always
runs across the entire width of a
page or application and may be
positioned using the grid shown.
CEVA wave
1/10
9/10
The CEVA wave may be used in any
position between 1/10 and 9/10.
In position 1/10 the CEVA logo
must be positioned in the top right
corner of the design. position
9/10 the CEVA logo must be
positioned in the bottom right
corner of the design.
In
There are two versions of the CEVA
wave: (1) positive and (2) negative.
(1) Positive CEVA wave
CEVA wave
(2) Negative CEVA wave
Do not
alter the shape of the wave
change the direction of the wave
rotate, shear or reflect the wave
change the icons on the wave
use more than one wave on a
single page
use outline versions of the wave
position the logo or any other
visual elements or text over the
wave icons
place the wave in zones 0/10 or
10/10
�
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Basics > Typography > CEVA wave
Basics
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CEVA Brand Identity
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The CEVA wave may be used in various
ways with the primary palette and
photography as shown.
Designs using the CEVA wave must be a
combination of:
CEVA burgundy or CEVA red with
white, or
white with photography, or
white at 25% transparency with
photography
�
�
�
burgundyCEVA
redCEVA
white
Basics > Typography > CEVA wave
CEVA burgundy with white
Basics
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CEVA red with white
white with photography
white at 25% transparency with photography
CEVA Brand Identity
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Basics > Typography > CEVA alternative wave
Basics
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The may
be used in instances where it is
desirable not to use the graphics
contained in the CEVA wave.
CEVA alternative wave
1/10
9/10
The CEVA alternative wave may be
used in any position between 1/10
and 9/10.
In position 1/10 the CEVA logo
must be positioned in the top right
corner of the design. In position
9/10 the CEVA logo must be
positioned in the bottom right
corner of the design.
There are two versions of the CEVA
alternative wave: (1) positive and (2)
negative.
(1) Positive CEVA alternative wave
CEVA alternative wave
(2) Negative CEVA alternative wave
Do not
alter the shape of the wave
change the direction of the wave
rotate, shear or reflect the wave
use more than one wave on a
single page
use outline versions of the wave
position the logo or any other
visual elements or text over the
edge of the wave
place the wave in zones 0/10 or
10/10
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CEVA Brand Identity
Page 23
Colour photography should fit one of our four photographic styles.
Corporate
A ‘bird’s eye view’ of taken
using a wide-angle lens with a longer
exposure and large depth of field.
Subject matter must not be too far away
from the image; the viewer must feel
involved. Avoid dull backdrops and look
for images which capture places which
CEVA might reach.
our world
Customers
Lifestyle images of
enjoying products
delivered or assembled by CEVA. The
communication of the photograph
should be easily understood by the
target audience when seen in context of
the application.
customers and
clients’ customers
Work
Capturing CEVA doing their
various jobs across the company. These
moments capture natural situations and
must not appear contrived.
employees
Conceptual
Interesting and unusual cropped shots
of objects – real or abstract – that
artistically convey different
such as our innovative ways of thinking
to achieve strategic success.
concepts
Basics > Imagery > Photographic styles
Basics
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CEVA Brand Identity
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1 6
Always be sure to...
2 7
3 8
4 9
5 10
...take a careful and considered approach
to design and communication
...use the CEVA wave correctly
...use the correct typeface
...use the correct colour specifications
...use the tagline properly with
the CEVA logo
...use the correct version of the CEVA logo
reproduced from original master artwork
...communicate using clear, concise
and positive messages
...use lots of clear space and especially
allow the CEVA logo to ‘breathe’
...closely relate your messages
to our brand personality and values
...contact Group Marketing & Communications
if you have any questions about design.
Basics
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Basics > Checklist
CEVA Brand Identity
Any queries regarding the CEVA brand identity should be directed to [email protected] or
Group Marketing & Communications, CEVA Logistics, Siriusdreef 20, 2132 WT Hoofddorp, The Netherlands