Corporate Guidelines January 2016

corporate identity

Photonics 21 Brand Guidelines

Contents Introduction

2

Photonics21 logo Exclusion zone Logo variations Incorrect usage of logo

3 5 6 7

Photonics21 PPP logo PPP exclusion zone PPP logo variations Incorrect usage of logo

8 9 10 11

Colour palette and graphics Corporate colours Colour combinations Graphic devices

12 13 15 16

Typography Typefaces

17 18

Applying the elements PPP adverts PowerPoint template Corporate publications Infographics

19 20 21 23 24

|1|

introduction Photonics21 represents the European photonics community of industry and research organisations. Our members develop a common photonics strategy for future research and innovation in Europe. Photonics21 has recently updated their brand identity to reflect their core values of being open, forward thinking and contemporary. This will need to be applied to all future communications. In addition, a new logo has been created in response to the new public, private, partnership that has been set up with the European Commission. It is very important that we all use the new identity in the same way, providing a consistent presentation to our members, partners, suppliers and everyone within the Photonics industry. These guidelines have been designed to help us ensure that the new identity is used consistently by everyone, through everything we produce. Whether in print, online, in our presentations, etc. Always refer to these guidelines when using the logo in any way. They set out what we can and cannot do when we use the logo and associated artwork. If uncertain about what is appropriate, do not hesitate to contact the Photonics21 marketing team. They will be happy to help. They are also in possession of electronic copies of the logos, graphic devices, PowerPoint presentation templates etc. Photonics 21 Brand Guidelines

|2|

Photonics21 logo Photonics 21 Brand Guidelines

|3|

Photonics21 logo Master logo

Master Logo Three circles sit above the name ‘Photonics21’. These circles are made up of the three primary colours of light: red, green and blue. Original logo

Single colour black logo

The original Photonics21 logo should no longer be used. It has been adapted to create the new Photonics21 logo, with the three circles above the words ‘Photonics21’ to create more height and presence. The fonts and colours have all remained the same to ensure we are still recognised by existing members and partners. Original artwork should always be used to reproduce the logo. Please use the logo artwork provided, which is available from the Phonics 21 marketing team.

Single colour white logo (reversed out)

Photonics 21 Brand Guidelines

|4|

exclusion zone Isolation area The area indicated around the logo is known as the isolation area or exclusion zone. To ensure the clarity of the logo, this area should be kept free of any type, imagery or graphic elements. An exclusion zone has been defined around the outside of the logo. This is measured by the radius of one of the circles. No element should come closer than the height and width of the circle. This clear space is applied to all four sides of the logo. Minimum size The measurement is based on the width of logo. Minimum size is W: 28mm

Minimum size

W: 28mm

Photonics 21 Brand Guidelines

|5|

logo variations Correct use of the logo Some correct uses of the logo are shown. 1)

2)

1) Printed in CMYK against a white background. 2) Printed in CMYK against a very light background. 3) Printed in black against a white background, for single-coloured artwork. 3)

4)

4) Reversed in white against an image. When the logo appears on an image, care should be taken to make sure that it is legible. 5) Reversed in white against a darker palette color that provides adequate color contrast.

5)

Photonics 21 Brand Guidelines

6)

6) Option to use CMYK logo with Photonics21 in white on a solid black background.

|6|

incorrect usage of logo 1)

2)

3)

A key enabling technology of Europe

Incorrect use of the logo Some incorrect uses of the logo are shown. Always use the original graphics file and do not alter the logo artwork. 1) Do not use the old Photonics21 logo 2) Do not alter the logo in any way.

4)

5)

6)

PHOTONICS

3) Do not place straplines, descriptors or other information near logo. Respect the exclusion zone around the logo. 4) Do not rotate or use the logo at an angle. 5) Do not re-colour the logo. 6) Do not substitute the logo text with another font.

7)

8)

9)

7) Do not use on a dark coloured background. 8) Do not use on busy photography or patterned backgrounds. 9) Do not use the negative version on light backgrounds. Ensure that the logo is legible.

Photonics 21 Brand Guidelines

|7|

Photonics21 PPP logo Photonics 21 Brand Guidelines

|8|

Photonics21 PPP logo There will be times when we want to show that we have a public private partnership with the European Commission, and for this we have designed the PPP logo. The Photonics PPP represents a long-term commitment between the European Commission and the photonics stakeholders to invest in Europe with the aim of securing Europe’s industrial leadership and economic growth, a highly skilled workforce, and the capability to generate new jobs that attract young people. When we need to demonstrate this commitment then we can use the PPP logo. PPP logo The PPP logo has been designed in line with the Photonics21 logo and the European Commission brand guidelines. It consists of three elements as shown in Figure 1: a - EU logo - Process Yellow, Blue: C100 M80 Y0 K0 b - Photonics21 logo c - strapline - 70% Process Black

Figure 1:

a

b c

The relationship between the European flag, Photonics21 logo and strapline have been approved by the European Commission and it should not be changed or altered. Original artwork should always be used to reproduce the logo. Please use the logo artwork provided, which is available from the Photonics21 marketing team.

Photonics 21 Brand Guidelines

|9|

PPP exclusion zone Isolation area The area indicated around the logo is known as the isolation area or exclusion zone. To ensure the clarity of the logo, this area should be kept free of any type, imagery or graphic elements. An exclusion zone has been defined around the outside of the logo. This is measured by the height and width of the EU flag. No element should come closer than the height or width of the EU flag. This clear space is applied to all four sides of the logo, including the strapline. Minimum size The measurement is based on the width of the logo and is a minimum size of W: 62mm. This ensures that the EU logo is not smaller than 10mm in height (adhering to the EU guidelines).

Minimum size H: 10mm

W: 62mm Photonics 21 Brand Guidelines

| 10 |

incorrect usage of logo

1)

Incorrect use of the logo Some incorrect uses of the logo are shown. Please always use original graphics file and do not alter the logo artwork.

2)

1) Do not squash or alter the logo in any way. 2) Do not substitute the logo text or strapline with another font. 3)

4)

3) Do not rotate/use the logo at an angle. 4) Do not re-colour the logo. Do not use single coloured versions (including black and white). A key enabling technology of Europe

5)

6)

5) The logo may be used on a white background or light coloured background. Do not use on a dark coloured / patterned or photographic background. 6) Do not place straplines, descriptors or other information near logo. Respect the exclusion zone around the logo.

7)

Photonics 21 Brand Guidelines

7) Do not remove the strapline or separate the EU Flag and Photonics21 logos. Do not bring the EU Flag and Photonics21 logo closer. Respect the exclusion zone provided by the EU Commission, between the EU Flag and Photonics21 logo.

| 11 |

colour palette and graphics Photonics 21 Brand Guidelines

| 12 |

corporate colours Colour palette There are three primary colours: Pantone 1795 (red), Pantone 355 (green) and Pantone 7685 (blue). These PMS colour specifications are for use in spot color printing.

1) Primary colours

Pantone 1795C Red C0 M93 Y79 K0 R229 G36 B41

Pantone 355C Green C84 M11 Y100 K0 R0 G152 B58

Pantone 7685C Blue C90 M72 Y4 K0 R51 G80 B155

2) Secondary colours

Pantone 204C Pink C0 M66 Y3 K0 R238 G120 B169

Pantone 638C Light Blue C75 M8 Y4 K0 R0 G173 B224

Pantone 113C Yellow C0 M11 Y79 K0 R255 G222 B71

For the four colour process (CMYK), the specifications shown should be used as they match the PMS as closely as possible. For websites or screen graphics, the RGB colours should be matched. RGB colours are intended to match their PMS counterparts as closely as possible. These should not be used for print applications. Please note: the colours as printed in this guideline may not be an exact match. Always match to written specifications. Primary Colours The three primary colours (red, green and blue) are the colours which create white, in the light spectrum. These colours are used in the logo, as well as the accompanying graphics and symbols. Secondary Colours The secondary colours are made up of the three colours created when the primary colours overlap, pink, blue and yellow.

Photonics 21 Brand Guidelines

| 13 |

corporate colours 3) Extended colour palette

Pantone 1795C Red C0 M93 Y79 K0 R229 G36 B41

Pantone 355C Green C84 M11 Y100 K0 R0 G152 B58

Pantone 7685C Blue C90 M72 Y4 K0 R51 G80 B155

Pantone 204C Pink C0 M66 Y3 K0 R238 G120 B169

Pantone 638C Light Blue C75 M8 Y4 K0 R0 G173 B224

Pantone 113C Yellow C0 M11 Y79 K0 R255 G222 B71

Process Black Black C0 M0 Y0 K100 R29 G29 B27

White C0 M0 Y0 K0 R255 G255 B255

Pantone 7623C Red Mid C0 M90 Y80 K50 R140 G35 B25

Pantone 7483C Green Mid C80 M10 Y100 K40 R29 G111 B39

Pantone 534C Blue Mid C90 M70 Y0 K50 R30 G50 B100

Pantone 682C Pink Mid C0 M66 Y3 K50 R146 G75 B105

Pantone 7705C Mid Light Blue C75 M4 Y0 K50 R0 G110 B143

Pantone 459C Yellow Mid C0 M11 Y70 K10 R238 G207 B93

Pantone Cool Gray 10C Grey 70% C0 M0 Y0 K70 R112 G111 B111

Pantone Cool Gray 1C Grey 10% C0 M0 Y0 K10 R237 G237 B237

Pantone 4975C Red Dark C0 M90 Y80 K75 R91 G21 B6

Pantone 3435C Green Dark C80 M10 Y100 K70 R7 G71 B21

Pantone 296C Blue Dark C90 M70 Y0 K50 R13 G22 B55

Pantone 7644C Pink Dark C0 M66 Y3 K75 R95 G46 B65

Pantone 3035C Dark Light Blue C75 M4 Y0 K80 R0 G60 B80

Pantone 4505C Yellow Dark C0 M11 Y70 K50 R155 G137 B63

Pantone Cool Gray 7C Grey 50% C0 M0 Y0 K50 R157 G157 B156

Pantone Cool Gray 4C Grey 30% C0 M0 Y0 K30 R198 G198 B198

Photonics 21 Brand Guidelines

| 14 |

colour combinations To help with choosing colours, we have created some examples of possible combinations, showing the flexibility of the colour palette on page 13.

Pantone 7623C Red Mid C0 M90 Y80 K50

Pantone 113C Yellow C0 M11 Y79 K0

Pantone 1795C Red C0 M93 Y79 K0

Pantone 7705C Mid Light Blue C75 M4 Y0 K50

Pantone 3035C Dark Light Blue C75 M4 Y0 K80

Pantone 7644C Pink Dark C0 M66 Y3 K75

Pantone 682C Pink Mid C0 M66 Y3 K50

Pantone 204C Pink C0 M66 Y3 K0

Pantone 459C Yellow Mid C0 M11 Y70 K10

Pantone 638C Light Blue C75 M8 Y4 K0

Pantone 534C Blue Mid C90 M70 Y0 K50

Pantone 7685C Blue C90 M72 Y4 K0

Pantone 355C Green C84 M11 Y100 K0

Pantone 4505C Yellow Dark C0 M11 Y70 K50

Pantone 3435C Green Dark C80 M10 Y100 K70

Photonics 21 Brand Guidelines

The colour palette can be used for charts and diagrams and folders or brochures where coloured sections to separate information may be needed.

| 15 |

graphic devices The graphic devices are made up of overlapping shapes in the Photonics21 primary colours. When two colours overlap they create one of the secondary colours. When all three primary colours overlap, the colour becomes white, which is what red, blue and green light create in our natural environment. There are several graphic device options that exist, to use them, please contact the Photonics21 marketing department. The graphic devices are all made up of the same 7 colours (including white). Do not change the colours within the graphics. This will ensure that the branding remains consistent and easily recognisable. Colour guide red + blue = pink green + red = yellow blue + green = light blue red + green + blue = white

Photonics 21 Brand Guidelines

| 16 |

Typography Photonics 21 Brand Guidelines

| 17 |

typography 1) Primary typeface

Museo Sans 100 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?()& Museo Sans 300 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?()& Museo Sans 700 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?()&

Primary typeface For professionally printed communications The Photonics21 corporate font is Museo Sans. This is the preferred typeface. It is a clean and contemporary font which compliments the Photonics21 core values. As a general rule, Museo Sans 100/300 is used for body text and Museo Sans 700 is used for headings or sub-headings. All text should be set in upper and lower case, and should be left justified, wherever possible. This font should be installed in your computer and used when printing items such as presentations, leaflets and advertisements. Secondary typeface Printed internally

2) Secondary typeface

Photonics 21 Brand Guidelines

The preferred Photonics21 secondary font is Calibri. Calibri is a standard font installed on all operating systems. This will mainly be used for internal collateral and PowerPoint presentations. It should not be used for printed communications, other than letters.

| 18 |

Applying the elements Photonics 21 Brand Guidelines

| 19 |

PPP adverts

Have your say! Photonics Public Private Partnership Annual Meeting 2016

Main Heading: Museo Sans 700. 60pt Colour: Black Main sub-heading: Museo Sans 100. 24pt Leading: 28pt Colour: Black Graphic device

PPP adverts The example shown is a basic layout for an A4 PPP advert. It shows where to position the PPP logo and graphic device. This style should be used as a guide for all adverts. Where possible, the main heading should be short with a longer main sub-heading. However if this is not possible, the font sizes can be reduced to accommodate the longer headings. As a general rule, the PPP logo should appear towards a clear corner.

1st and 2nd March 2016, Le Plaza Hotel Brussels Schedule

Register now for Early Bird discount

Keynote Speech: Commissioner Oettinger (tbc)

Before 15 January 2016: €150 (Students €70) After 15 January 2016: €200 (Students €100)

Kick off: Photonics PPP call topics for Horizon 2020 Work Programme 2018/2019

Become a Sponsor

Review: Photonics PPP achievements Reach out: • to end user industries • to the Horizon 2020 ‘Societal Challenges’ • to photonics innovation in regions Celebrate: 10 year anniversary of Photonics21

Increase your affiliation’s visibility and become a sponsor of the most prestigious photonics event in Europe. For more information please contact Photonics21 at [email protected].

Find out more Online registration and further details at www.photonics21.org.

Heading: Museo Sans 700. 16pt Colour: Black Sub-headings: Museo Sans 700. 12pt Leading: 13pt Colour: Black

All text is set in the corporate font Museo Sans, and must be left justified where possible. For other page formats, the font sizes will vary, however please ensure the main body text is no smaller than 9pt. Please also refer to pages 5 and 10 of these guidelines, for the minimum size of the logos.

Main text: Museo Sans 300. 10pt Leading: 13pt Colour: 80% Black

PPP logo size: W: 100mm x H22 mm

Photonics 21 Brand Guidelines

| 20 |

PowerPoint template Example slides

PowerPoint slide examples There are a number of different page templates depending on the content displayed. Shown here are some examples. Slide templates are available from the Photonics21 marketing team. All text is set in the secondary corporate font Calibri. As a general rule 28pt Calibri bold is used for headings and 20pt Calibri light for sub-headings. Calibri regular and/or light is used for body text and bullet points. All text should always be set in upper and lower case. All text should be left justified, wherever possible. The Photonics21 logo should be positioned in the bottom left hand corner.

Photonics 21 Brand Guidelines

| 21 |

PowerPoint template Example slides

PPP PowerPoint slide examples Separate PowerPoint templates have been created for when we need to use the PPP logo. These are available from the Photonics21 marketing team. Please refer to the PowerPoint template guidelines set out on page 25.

Photonics 21 Brand Guidelines

| 22 |

corporate publications Photonics

A Key Enabling Technology for Europe

Have your say! Photonics Public Private Partnership Annual Meeting 2016

1st and 2nd March 2016, Le Plaza Hotel Brussels

Photonics impacts most areas of our lives Resource Efficient Manufacturing

Future Communication and IT-Infrastructure

Lightweight design capabilities with laser-technology

Fast optical networks for cloud computing and internet of things

Digitization of Industry and Services

Safe and Secure Environments

Photonic networks and metrology for smart manufacturing processes

Optical methods for sensing hazardous substances

Smart Cities

Healthy Living and Wellbeing

Smart and efficient lighting solutions

Minimal invasive surgery and marker free optical diagnostics

logy chno nal Te e Natio th onics plement Phot ers – rces to im fo partn Our rms join egy ting strat resen nics21 o rep Platfo ics PPP oto als s, Ph on ny with tform Phot y Pla ap. Ma erate

lia.com

s – Foto © Jaro

onics

Phot

try

indus

ta to Key Da 2011 omic ro in n Eu billio 350 World nics from 20 Photo t growth omic 20 econ ro in rke • Ma billion Eu world ice the ~615 tw ws at rket gro e • Ma h rat growt ro n Eu rope billio in Eu > 60 : nics lume sition Photo ction Vo rket po du y bal ma • Pro nolog ms nt glo lle Tech & Syste • Exce ction ents ion Produ d Vis mpon ate Co ◊ 55% al tom ces Optic t & Au Scien ◊ 40% & Life remen logy Measu chno ◊ 35% al Te stems Sy dic ce Me fen ◊ 30% D y & De > 68% % R& Safet on % 10 siti : 9– ◊ 30 rt po ustry e g expo h ind rag on tec Str h ave • n econ ve hig industry ropea ovati ove • Inn the Eu far ab % of quota st 10 ectly at lea dir es rag ople • Leve 00 pe 350,0 ource ploys ll n, res pact • Em on wi lisatio ge im digita e producti & hu wth s like try. failur g gro trend indus e d zero Stron industry nics ognis ual an nt photo Asia rec y Curre individ h of the d cantl ncy, US an d signifi wt like efficie ther gro s an ies fur onom photonic . drive of ng ec tor ct eti impa in the sec Comp nt ategic the str investme se increa

Econ

ect ge Eff

www.twitter.com/photonics21

Contact us [email protected] www.photonics21.org

Register now for Early Bird discount

Keynote Speech: Commissioner Oettinger (tbc)

Before 15 January 2016: €150 (Students €70) After 15 January 2016: €200 (Students €100)

Kick off: Photonics PPP call topics for Horizon 2020 Work Programme 2018/2019

Become a Sponsor

Review: Photonics PPP achievements Reach out: • to end user industries • to the Horizon 2020 ‘Societal Challenges’ • to photonics innovation in regions Celebrate: 10 year anniversary of Photonics21

They show how the logo can interact with images, illustrations and colour, and should be used as a basic guide and for inspiration. Where possible, the Photonics21 and PPP logos should appear towards a clear corner of a document.

Increase your affiliation’s visibility and become a sponsor of the most prestigious photonics event in Europe. For more information please contact Photonics21 at [email protected].

Find out more Online registration and further details at www.photonics21.org.

s

onic

Phot

log y coop PPP roadm ategic chno l str closel gy, nal Te nics21 tiona s21 strate sters, Natio ed na Photo al clu s otonic ificitie region ment the ve develop the Ph ity spec ple rms ha based on to im mmun platfo aps te co of the roadm mber sta rch to me resea ity lored mmun s. co but tai gth en ics21 s21.org oton and str nic the Ph w.photo rt of : ww bsite me pa d Beco on our we ts an ter , even Regis s news otonic est ph rtunities. Inform about lat po unity. g op Inform n fundin s comm l nic ea na oto Europ n ph perso ropea on a built the Eu Join rt of hip is e. me pa members of charg Beco e nics21 and is fre in the earch Photo ership perts res ex mb s your me otonic resent ean ph and rep Europ Meet ups other work gro Meet ics. d nics21 Photo ovation top ups an rk gro wo and inn t. en nics21 al ev Photo ork annu Netw to the nics21 ibute Photo Contr at the ork netw omy

Follow us

Schedule

This is a selection of how the new Photonics21 brands appears on different marketing materials.

logy, chno ling te d enab A key growth an rope g Eu drivin ment in oy empl

act us

Cont

tariat GmbH Secre trum iezen nics21 Photo I Technolog c/o VD z 1 lat rf VDI-P Düsseldo g 8 s21.or 4046 any otonic 8/-668 Germ 47 at@ph retari 14 -338/il: sec 62 e-ma +49 211 e: nics21 phon /Photo r.com twitte g

21.or

onics

phot

www.

Levera ctive; n: The an Perspe Report missio ope ustry an Com – the Eur ics Ind Europe logies Photon nces: hno ZVEI: Refere tonics Tec VDMA, of Pho Spectaris, BMBF,

Photonics 21 Brand Guidelines

| 23 |

infographics Infographics may be used to illustrate complex information, to make it easier to digest.

The Cloud

Photonics

High Speed Data Transfer: Data Centre Optical Interconnects

This is an example of an existing infographic that can be used as a guide.

Driving Digital Manufacturing Connected Manufacturing

High Speed Data Transfer: Optical Fibre Networks

Customer

Flexible Manufacturing & Assembling

Customer

Prosumer demand Mass customisation

Bespoke product

Laser Cutting, Welding, Marking

3D Printing

Augmented Reality Machine Vision: Human Machine Interaction

Real Time Process Control & Feedback

Photonics 21 Brand Guidelines

Optical Sensors

| 24 |