Charles Pankow Foundation Brand Standards
The Charles Pankow Foundation (CPF) brand identity represents the organizationʼs mission to provide the public with improved quality, efficiency, and value of buildings by advancing innovation in design and construction. The following provides the guidelines necessary to maintain a consistent brand identity. While we understand that this document may not be read by every member of the foundation, itʼs our hope that those that do will appreciate the importance of brand fidelity and act as our “watchdogs” as the brand takes hold.
Charles Pankow Foundation - Brand Standards
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The Symbol
The three buildings represent, from shortest to tallest, (1) the research idea or inspiration, (2) CPF as facilitator (stepping stone) and (3) the ultimate goal: the realization of better buildings.
Acceptable Symbol Usage The symbol should be used in conjunction with the logotype at all times. The only exception at this time is its use on secondary letterhead where the primary letterhead (first page) has clearly established its relationship to the logotype.
Unacceptable Symbol Usage The three buildings have been proportioned carefully to provide visual continuity. The heights of the buildings with respect to each other should not be altered.
The shading on the buildings indicates a light source from above left. This orientation should not be altered.
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
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Colors We want CPFʼs colors to be consistent and true. The following guidelines provide Pantone Matching System (PMS) equivalents.
PMS
CMYK
RGB
Grayscale
CPF Symbol
300U
100, 44, 0, 0
0, 100, 87
90%
CPF Symbol
300U (40%)
40, 17.6, 0, 0
121, 170, 224
40%
CPF Logotype
Black 6U
100, 35, 0, 100
0, 0, 20
90%
CPF Tag line
Cool Gray 11U
0, 2, 0, 68
94, 93, 97
60%
Preferred Signature The brand signature includes the symbol and logotype used together in a specific orientation. Its strength is dependent on the consistency with which these elements are used. Never alter or reproportion the signature in any way. The preferred orientation is horizontal with the symbol standing left of the logotype.
While the signature can be reproduced in many sizes, the minimum allowable printed height is 0.3 in. While this value is a lower bound for printing, visual acuity guidelines for proper font size should be followed when possible.
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
p.4
Acceptable Corporate Signature When the preferred horizontally oriented signature isnʼt feasible or the application space is more square in nature, a vertically oriented signature is acceptable. In this scenario, the symbol appears above the logotype. The minimum acceptable height of the corporate signature in the vertical orientation is 0.55”. While this value is a lower bound for printing, visual acuity guidelines for proper font size should be followed when possible.
When space requirements are limited and the minimum height specifications are compromised, an acronym version of the logo can be substituted. This variation should only be used in the horizontal orientation.
Tag line The tag line is a member of the CPF brand identity and can be used optionally along side the CPF visual identity.
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
p.5
When used with the preferred horizontal signature, the tag line should be aligned horizontally with the “D” in “FOUNDATION”. Vertically, the tag line should remain below the horizontal construction line shown.
Important: Issues of legibility and balance arise when using the tag line with smaller scaled logos. We recommend contacting us to properly position the tag line.
Corporate Identity Clear Space The corporate signature is most effective when given room to breathe. Weʼve established minimum spacing parameters to prevent copy or patterns from encroaching on this space. Feel free to expand the space around the signature as the design permits.
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
Client Work Product: Privileged and Confidential
p.6
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
p.7
Acceptable Background Colors A good background treatment can make the corporate symbol and/or signature pop off the page. The symbol is most compelling against a white background. If white isnʼt appropriate, Pantoneʼs cool gray colors, one through four, provide a complementary contrast without overshadowing the dynamics of the symbol. Use the following sample treatments to get a feel for effective background color usage.
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
p.8
Unacceptable Backgrounds A poor background treatment can do more than diminish the power of the symbol or logo, it can obscure elements of the design. To point out the obvious: Never place the symbol against any of the corporate colors (parts of the symbol literally vanish), on textured art or photography, or against bold or textured patterns - no visual battlegrounds, or over/under type.
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
p.9
The Logo Reversed The corporate logo can be reversed out (appear in white) on a virtually unlimited variety of bold and bright background colors. The key is to make sure there is adequate contrast between the logo and background. Background options range from CPF colors to Pantone cool and warm grays, five and darker, to any other color with appropriate contrast. Steer clear of pale, washed out, and neutral background colors. The variations below show two possible applications of the reversed logo. In the left column, the symbol is shaded. This is achieved with a white opacity of 60% to show the underlying color. This approach takes some care. If there are any doubts about the quality of reproduction, then we suggest erring on the side of caution and using the fully white logo as shown in the right column.
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
p.10
Black Logo on Color Backgrounds Similarly to the reversed version, the logo can appear in black. However, in this case, only the all-black variation is recommended. This variation can appear against a variety of muted and less saturated colors. The key is to make sure there is adequate positive and negative contrast between the logo and background.
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
p.11
Unacceptable Logo Usage The corporate logo is, in essence, your visual brand. As such, it must appear consistently, regardless of whether itʼs on a product or an email message, a T-shirt or a legal prospectus. Accordingly, the logo must never be altered or re-proportioned in any way or printed in other colors than the official corporate colors or acceptable black-and- white variations.
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
p.12
Typography for Titling The CPF logotype is based on the Avenir Font Family from the Linotype foundry. For the purposes of creating titles, we have specified the specific fonts and settings used below. Avenir is not an appropriate face for body text.
CHARLES PANKOW Avenir LT Std, 55 Roman, Tracking 105-130, Horizontal Scale 105% FOUNDATION Avenir LT Std, 65 Medium, Tracking 235, Horizontal Scale 105% Tag line Avenir LT Std, 35 Light, Tracking -10, Horizontal Scale 100%
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
Charles Pankow Foundation - Brand Standards
p.13
Questions? Paul Chang
[email protected] Paul Chang Design 415-550-7230 2412 Harrison Street, #103 San Francisco, CA 94110 www.paulchang.com
Client Work Product: Privileged and Confidential
PCD. • San Francisco CA • www.paulchang.com
January 27, 2009
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223 W. Foothill Blvd., 2nd Floor, Claremont, CA 91711 | 909.624.1800 | 909.398.1000
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Sincerely yours,
Paul Chang Design
Board of Directors Richard M. Kunnath, P.E. President
Judy L. Vawter Vice President
Timothy P. Murphy, Esq. Secretary and CFO
Ron Klemencic Board Member
Robert K. Tener Executive Director
January 27, 2009
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223 W. Foothill Blvd., 2nd Floor, Claremont, CA 91711 | 909.624.1800 | 909.398.1000
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Sincerely yours,
Paul Chang Design
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223 W. Foothill Blvd., 2nd Floor Claremont, California 91711
Paul Chang Design 2412 Harrison Street, #103 San Francisco, CA 94110
223 W. Foothill Blvd., 2nd Floor Claremont, California 91711
Paul Chang Design 2412 Harrison Street, #103 San Francisco, CA 94110
Judy L. Vawter Vice President
[email protected] 909. 624 . 1800 000. 000 . 0000 909. 398 . 1000
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223 W. Foothill Blvd., 2nd Floor Claremont, California 91711
Complex Patterns Arising from the Mixing of Fluids Begins to Shed Light into Nonlinear Physics
Additional information such as author, conference or publication information, etc. can be placed here. Phasellus non ligula. In eget metus sed purus adipiscing viverra. Quisque felis magna, convallis id, porttitor consequat, laoreet nec, nulla. Sed imperdiet feugiat eros.
January 27, 2009
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed pharetra mollis est. Donec venenatis, massa vitae tristique facilisis, enim risus egestas libero, sed auctor leo lorem vitae urna. Proin auctor tempor purus. Nam mattis pede id felis. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Pellentesque et leo non lectus vulputate blandit. In vulputate nunc quis tortor. Etiam id neque molestie erat tempor lacinia. Aenean quam nulla, hendrerit ac, congue a, sollicitudin vitae, erat. Sed at odio. Nulla imperdiet, felis non volutpat rhoncus, ante eros semper mauris, vitae condimentum risus eros vel odio. Cras accumsan convallis elit. Nulla quis odio. In eget libero malesuada urna congue scelerisque. Vestibulum enim. Vivamus faucibus nisi ac dui. Ut in neque imperdiet dolor rutrum tempor. Duis tristique pede. Aenean nisl. Aenean ligula massa, elementum vitae, bibendum eget, molestie at, metus. Maecenas in leo non nisi gravida varius. Maecenas ac risus sed urna lacinia sodales. Proin dignissim leo vitae eros. Phasellus ultrices nibh. Nunc bibendum. Mauris nunc orci, sodales a, iaculis et, interdum eu, lorem. Vivamus lobortis mi a erat. Ut rhoncus cursus felis. Sed venenatis rhoncus leo. Pellentesque purus pede, tincidunt sit amet, posuere in, faucibus id, ante. Pellentesque purus sapien, luctus vitae, fermentum ac, vestibulum vel, velit. Nullam iaculis ipsum non neque. Vestibulum ultrices. Quisque consectetur erat at erat. Aenean eget augue nec sapien aliquet tristique. Sed non dolor ac massa posuere tempor. Nullam ac est et libero commodo auctor. Duis tristique pede. Aenean nisl. Aenean ligula massa, elementum vitae, bibendum eget, molestie at, metus. Maecenas in leo non nisi gravida varius. Maecenas ac risus sed urna lacinia sodales. Proin dignissim leo vitae eros. Phasellus ultrices nibh. Nunc bibendum. Mauris nunc orci, sodales a, iaculis et, interdum eu, lorem. Vivamus lobortis mi a erat.
223 W. Foothill Blvd., 2nd Floor, Claremont, CA 91711 | 909.624.1800 | 909.398.1000
FAX
|
[email protected]
Ut rhoncus cursus felis. Sed venenatis rhoncus leo. Pellentesque purus pede, tincidunt sit amet, posuere in, faucibus id, ante. Pellentesque purus sapien, luctus vitae, fermentum ac, vestibulum vel, velit. Nullam iaculis ipsum non neque. Vestibulum ultrices. Quisque consectetur erat at erat. Aenean eget augue nec sapien aliquet tristique. Sed non dolor ac massa posuere tempor. Nullam ac est et libero commodo auctor. Duis tristique pede. Aenean nisl. Aenean ligula massa, elementum vitae, bibendum eget, molestie at, metus. Maecenas in leo non nisi gravida varius. Maecenas ac risus sed urna lacinia sodales. Proin dignissim leo vitae eros. Phasellus ultrices nibh. Nunc bibendum. Mauris nunc orci, sodales a, iaculis et, interdum eu, lorem. Vivamus lobortis mi a erat. Ut rhoncus cursus felis. Sed venenatis rhoncus leo. Pellentesque purus pede, tincidunt sit amet, posuere in, faucibus id, ante. Pellentesque purus sapien, luctus vitae, fermentum ac, vestibulum vel, velit. Nullam iaculis ipsum non neque. Vestibulum ultrices. Quisque consectetur erat at erat. Aenean eget augue nec sapien aliquet tristique. Sed non dolor ac massa posuere tempor. Nullam ac est et libero commodo auctor. Duis tristique pede. Aenean nisl. Aenean ligula massa, elementum vitae, bibendum eget, molestie at, metus. Maecenas in leo non nisi gravida varius. Maecenas ac risus sed urna lacinia sodales. Proin dignissim leo vitae eros. Phasellus ultrices nibh. Nunc bibendum. Mauris nunc orci, sodales a, iaculis et, interdum eu, lorem. Vivamus lobortis mi a erat. Ut rhoncus cursus felis. Sed venenatis rhoncus leo. Pellentesque purus pede, tincidunt sit amet, posuere in, faucibus id, ante. Pellentesque purus sapien, luctus vitae, fermentum ac, vestibulum vel, velit. Nullam iaculis ipsum non neque. Vestibulum ultrices. Quisque consectetur erat at erat. Aenean eget augue nec sapien aliquet tristique. Sed non dolor ac massa posuere tempor. Nullam ac est et libero commodo auctor.
Sincerely yours,
Paul Chang Design
Date 1/27/09
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