Visual Identity CSP_ENG_1.qxd:Layout 1

V I SU AL I D EN T I TY 2008
COMPAGNIA DI SAN PAOLO / VISUAL IDENTITY 2008
Index
1. Basic elements
Logo
1.1
1.2
1.3
1.4
1.5
1.6
1.7
Colour version
Black and white version
Clear zone
Legibility
Institutional colours
Positioning
Improper use
Typographical characters
1.8
COMPAGNIA DI SAN PAOLO / VISUAL IDENTITY 2008
Institutional typographical characters
1. Basic elements
1.1. Logo / Colour version
Positive version of the logo.
The fundamental elements of a brand are its name and logo;
they are the basis of its identity system.
This primary nucleus gives origin to a paradigm which
transfers the values that are represented to every
manifestation of the brand: from products to services,
settings, communications and conduct.
The logo must never be modified nor can it be used with
other elements, except in the cases described in this dossier.
The logo may only be reproduced by means of digital
technology.
Copies reproduced from other sources or from the examples
listed in the following pages must never be used.
The preferred version of the logo/logotype is always the
positive version in colour.
It must be used on light, photographic or coloured
backgrounds, and whenever the visibility of the institutional
colours will not be penalised. More in general, it must be used
when the percentage of black in the image or of colour in the
background is no greater than 30%.
COMPAGNIA DI SAN PAOLO / VISUAL IDENTITY 2008
1.2. Logo / Black and white version
The black and white version must be used whenever black is
the only colour printed, for example in a reproduction on
newspapers, on fax cover sheets or internal forms, or more in
general, whenever it is not possible to use the colour version
of the logo/logotype.
It is to be used on backgrounds that are white, light in colour,
or photographic, with light colours or grey backgrounds; the
percentage of black of the image or of colour in the
background must not exceed 30%.
COMPAGNIA DI SAN PAOLO / VISUAL IDENTITY 2008
1.3. Logo / Clear zone
In order to guarantee the highest visual effectiveness, any
kind of interference that penalises the logo/logotype’s
legibility must be avoided.
The minimum clear zone, in which no other elements like
text, images or illustrations must appear, is indicated on this
page. This clear zone should be increased whenever possible,
but for no reason may it be reduced.
X
X
X
2X
X
COMPAGNIA DI SAN PAOLO / VISUAL IDENTITY 2008
1.4. Logo / Legibility
The base of the logo/logotype must never be smaller than
35mm, as indicated on this page.
35 mm
COMPAGNIA DI SAN PAOLO / VISUAL IDENTITY 2008
1.5. Logo / Institutional colours
The institutional colours are black and Pantone® 540 blue.
Since the colours vary according to the support on which
they are used (printed on paper, videos, etc.), this table
furnishes the Pantone® and four-colour versions, as well as
the chromatic values of the institutional colours with respect
to various reproduction processes, in RGB (video visualisation)
and RAL® (industrial painting).
Pantone® 540
Black
COMPAGNIA DI SAN PAOLO / VISUAL IDENTITY 2008
CMYK
C
M
Y
K
100
55
0
55
RGB
R
G
B
0
52
98
RAL
R 5003
1.6. Logo / Positioning
Preferably central, along vertical gridlines.
COMPAGNIA DI SAN PAOLO / VISUAL IDENTITY 2008
1.7. Logo / Improper use
This page features the errors that are most frequently made
when applying the logo.
It is not permitted to alter the relationship between the
elements composing the logo, to modify the colours, or to
position the logo in a way that differs from the official
positioning.
COMPAGNIA DI SAN PAOLO / VISUAL IDENTITY 2008
C O M PA G N I A
di San Paolo
Do not modify the graphics of the elements.
Do not use other characters for the
composition of the logotype.
Do not deform or twist the logo.
Do not use only a portion of the elements.
Do not modify the composition of the logo.
Do not invert the colours of the logo.
Do not modify the composition
of the logotype.
Do not modify the composition of the logo.
Do not use any colours other than the
institutional colours.
Do not use any colours other than the
institutional colours.
1.8. Typographical characters / Institutional typographical characters
The institutional typographical character of preference is
Vesta. This typeface family must be used on all
communications material.
If Vesta has not been installed in the operating system
(Windows or Macintosh), Verdana may be used instead.
Verdana is available as a system font on both platforms and
can also be used as a font in html for website texts.
Vesta
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
COMPAGNIA DI SAN PAOLO / VISUAL IDENTITY 2008