RWE Guideline Pictograms

RWE CORPORATE IDENTITY Pictograms, icons and key visuals guidelines.

© RWE Aktiengesellschaft. Version 1.2, 07 September 2010

Pic tograms, icons and key visuals.

RWE corporate identit y. Page 2

CONTENTS. 04

OVERVIEW OF BRAND IMAGE

05

OVERVIEW OF PICTOGRAMS, ICONS AND KEY VISUALS

06

BASIC RULES

08 09 10 11 12 13 14 15 16 17 18 19

PICTOGRAMS Layout and abstraction Design principles Basic grid lines Design area and positioning Outer border Line thicknesses Line corners and line ends Use of colours Security signage Exception: directional signs Examples Sample applications

21 22 23 24 25 26

ICONS Layout Overview Colours Online presentation Photorealistic rendering in the BMS Sample applications

28 29

KEY VISUALS Overview of possibilities Design elements

30

CONTACT

New.

Pictograms, icons and key visuals.

DOCUMENTING CHANGES.

07 SEPTEMBER 2010 Integration of information about online presentation of RWE icons into page 24. A note on image size for pictograms and icons has been integrated into pages 19 and 26. RWE light blue 1 and RWE light blue 2 have been merged and replaced by the colour value RWE light blue. The Pantone colour value has been adjusted accordingly. Integration of the new RWE corporate font. Icon overview on page 22 brought up to date.

RWE corporate identity. identity. Page Page 3


RWE corporate identity. Page 4

PICTOGRAMS, ICONS AND KEY VISUALS. Overview of brand image. LOREMIPSUMDOLORSITAMET. RWECompanyname

Example CompanyName 11Example Street 12345Town

NUM VULPUTPAT. IQUI EA ADIGNA CORER SE MAGNIS.

2January, 2008

Loremipsum dolor sitamet, consectetuer adipiscingelit, sed diamnonummy nibh euismod tincidunt utlaoreet dolore magnaaliquamerat volutpat.Ut wisi enimad minimveniam, quisnostrud exercitationullamcorp er suscipitlobortis nisl utaliquipex eacommodo consequat.Duisautemvel eumiriure dolor in hendreritin vulputate velitesse molestie consequat, velillumdolore eu feugiat nullafacilisi satvero etaccumsanet iusto odio.www.rwe.com

RWE Company name | 5 Example Str

5ExampleStreet 12345Town

eet | 12345 Town

AndreaAnders

Sum zrilla facipEugero

Dear MrsAnders, Utlobor sequamdolobor eratio od do odolestrud dolorer ciduisimaugue esto dignibh ex, sequipet, core tinesectemipit, sustrud dolore deliscil dolore tinci tinutpatnumdolor sustie consequipit, seddolorer si.Utnonsequisitlumexero od delisitlortincil etaditat ipit ad exeririllametiuscilla am. Olor atipetdolortie consed tefaccumsandreri ureritutipisi.Putat.I duisnullaconsequamirit niametu erciduisautlaore tat.Utnonsequisitlumexero od delisitlortincil etaditatipit ad exer irillametiuscillaam,

quisnosnisnonsecte

veliquisitalitutpat.

Utlobor sequamdolobor eratio od do odolestrud dolorer ciduisimaugue esto dignibh ex, sequipet, core tinesectemipit, sustrud dolore deliscil dolore tinci tinutpatnumdolor sustie consequipit, sed dolorer si. RWECompanyname

With compliments

Renate Mustermann

5Example Street 12345Town P.O.Box: 12345Town T+4920112-1234567 F+4920112-1234568 I www.rwe.com Chairmanof the Board: Dr.MaxMiller SupervisoryBoard: Dr.Peter Dummy (Chairman) Dr.MaxMiller Dr.Peter Example Registeredoffice: Dortmund Trade Register Dortmund RegistrationNo. HRB14433 Bankdetails: Deutsche BankAG Dortmund BankCode 12345678 AccountNo.1234567 VATId DE123456789

Standard letterhead and envelope

Communication

Outdoor signs and flags

Vehicle livery

Press pack and CD-ROM

Homepage

LOREMIPSUMDOLORSITAMET.

VULLAN HENIM VENIM VELIS MODO ODIPIT VEL INCING EX. Loremipsum dolor sitamet, consectetuer adipiscingelit, sed diam nonummynibh euismodtincidunt utlaoreet dolore m agnaaliquam eratvolutpat. Utwisi enimad minimveniam, quisnostrud exercitation u l l a m c opr e r s u s c i p i t l o b otri s n i s l u t a l i q u i p e x e a c o m m o d o c o n s e q u ta. Duisvel ininvelit, vel illumdolore eufeugiatnulla facilisisat vero et accumsanet iusto odio dignissimqui delenitaugu e duisdolore

Catalogue

blanditpraesentlup tatumzzril

tefeugaitnulla facilisi.www.rwe.com

Communication



PICTOGRAMS, ICONS AND KEY VISUALS. Overview.

Pictograms Pictograms are symbols that convey a simple message by means of an unambiguous image. The message of the pictograms must be clearly and easily comprehensible, as they are used to convey important information in guidance systems. They are always communicatively linked with their area of application, and their design conforms to strict formal criteria.

Icons Icons are pictorial symbols that are designed more freely and in greater detail than pictograms, and that have to follow less formal criteria. Their objective is to visually communicate certain company-specific issues and objects in an accessible way.

Key Visuals A key visual is a symbol with a greater degree of functionality and independence within the defined brand image. Key visuals are specially created to designate independent promotions, programmes or campaigns. They can take various forms (from symbols to images) but should always be approved by the Brand Manager.



PICTOGRAMS, ICONS AND KEY VISUALS. Basic rules. Pictograms In order to ensure the consistency of the symbols in all applications, conformity with the parameters shown to the left is essential.

Brand colour

Shape

Line thickness

Font

Flush right in conformity with brand design principles

Icons RWE blue

RWE lightblue RWE yellow RWE orange RWE green RWE dark green RWE red RWE dark red

Brand and secondary colours

Outer border

and colours for emphasis

line thickness

Font

Online presentation

Key visuals RWE blue

RWE lightblue

Colour gradient 1

RWE yellow RWE orange RWE green RWE dark green RWE red RWE dark red

Brand and secondary colours

Colour gradient 2

Colour gradients

Special screen form: photorealistic rendering

Reflective effect

Visual style, silhouette mask:

Note: For further information look at the Basic Elements Guideline, which is available at the RWE brand management system.


PICTOGRAMS. 08 09 10 11 12 13 14 15 16 17 18 19

Layout and abstraction Design principles Basic grid lines Design area and positioning Outer border Line thicknesses Line corners and line ends Use of colours Security signage Exception: directional signs Examples Sample applications




PICTOGRAMS. Layout and abstraction. A pictogram is always seen in the context of its spatial surroundings. It should be easily comprehensible independently of writing, words, culture and language, and should designate an unambiguous, concrete object (e.g. information, orientation, prohibited activities).

The motif for a pictogram message must be visually abstracted for the sake of quick, unambiguous interpretation. Details are omitted and complex forms are streamlined. Only those visual features which are essential for the motif to be clearly recognised are retained.

Combination of location and symbols.

Loc at ion: of fice door

Sy mbo l: crossed-through cigarette

The aim is to visually encapsulate the message.

Visual abstraction of the message.

Pictogram: non-smoking room



PICTOGRAMS. Design principles. Formal features such as lines, area, colour and typography define the individual and brand-typical appearance.

It is essential to conform to the formal pictogram design factors in order to ensure a striking appearance for the pictogram system.

Formal design factors: – Grid and design area – Line thickness and line corners – Colours

Pictogram system

Formal design factors

Grid Design area and positioning

Line thickness Line corners

Colour

Pictogram



PICTOGRAMS. Basic grid lines. The basic grid lines are the starting point for design, enabling quick and continuous construction. They consist of units and subunits that are measured in millimetres.

A “unit” is an element of the standard grid which is initially used for aligning all points and areas. A “subunit” is the smallest grid element, used for detailed design.

2

1

a

b

Basic grid lines

1 BASIC GRID LINES

Dimensions: 110 x 110 mm

Basic grid lines, units and subunits

2 BASIC GRID LINES, UNITS

2a unit: size: 10 x 10 mm 2b subunit: size: 2.5 x 2.5 mm Angle of diagonals: 45°



PICTOGRAMS. Design area and positioning. There are three permissible design areas. When using the areas, a distinction is made between one-part pictograms and two-part pictograms with an additional information level.

For the representation of hazards or warnings, the maximum design area can be used, so that the pictograms can be centred and are as striking as possible.

The pictograms are positioned flush right within the design area. The asymmetric arrangement reflects the brand design.

The coloured area indicates the exclusion zone in which no elements may be placed. 1

2

3

For visual reasons, pictogram symbols with a narrow width (less than 20 grid units) are not positioned flush with the edge of the design area, but slightly off-set.

1 BASIC DESIGN

2 PICTOGRAMS WITH SECOND

3 PICTOGRAMS WITH CENTRAL

Asymmetric design area,

INFORMATION LEVEL

INFORMATION

pictogram symbol flush right

Two-part, asymmetric design area,

Symmetric design area, pictogram

pictogram symbol flush right

symbol centred Font: RWE Text Bold



PICTOGRAMS. Outer border. The shape of pictograms is always defined by a border. The fixed parameters of the border are its width and its rounded corners. Corners are rounded using circles with a defined radius.

Border

Full area

1

Optional construction of the border in three steps using Adobe Illustrator: 1. Create a 110 x 110 mm square.

2

2. Add a border with a 5 mm line thickness inside the square. 3. Use the “Round corners” filter with a 10 mm radius. N.B.: The “Expand appearance” function in the “Objects” menu allows you to reuse the shapes you have created.

1

CIRCLE ELEMENT ø outer circle: 8 grid units ø inner circle: 4 grid units

2

BORDER Line width: 2 grid units Colour: RWE blue CMYK (100/60/0/0) Pantone 2945c



PICTOGRAMS. Line thicknesses. Pictograms can be rendered in various line thicknesses, with a distinction being made between areal and linear symbols. For linear symbols, a basic line thickness of two subunits is used, corresponding to the line thickness of the outer border.

Depending on the particular image, areal symbols use varying line thicknesses, though extremely thick or narrow lines should be avoided. Additionally, diagonal lines are visually adapted and their thickness may be reduced as a result.

Linear pictogram symbol

Areal pictogram symbol



PICTOGRAMS. Line corners and line ends. The line ends and the exterior line corners are always rounded in pictogram symbols. The inside line corners are left unrounded. Where rounding is impossible due to design perspectives or acute angles, the end or

corner may be left unrounded. Directional arrows and letters are exceptions to this rule, and are always left unrounded.

Linear pictogram symbol

Areal pictogram symbol

Rounding of line corners and line ends

Line corners and line ends are rounded using a circle element with a defined diameter equivalent to the line thickness.

The outer corners are rounded. Outer corners are always rounded in linear pictogram symbols.

The outer edge is rounded.

Special case: The outer edge is not rounded due to the overall visual appearance.



PICTOGRAMS. Use of colours. Pictograms are generally in the brand colour RWE blue. The design of security signage is a special case, as this is regulated by universal standards (see table).

Shape

Square

Circle

Information

Information

Triangle

Colour RWE blue CMYK 100.60.0.0 RGB 0.8 0.166 # 0066AA PNT 2945 green

Rescue, first aid

yellow

Warning, caution

red

Prohibition

Requirement


PICTOGRAMS. Security signage. The design of security signage follows separate rules. Safety, rescue and health signage is regulated by standards, and the relevant legal requirements must be adhered to.




PICTOGRAMS. Exception: directional signs. Directional signs are created in the design area used for hazard and warning signs, and are always flush to the edge that they are pointing towards.

1

The line edges of the directional arrows are not rounded. If a directional arrow is combined with a symbol, the directional arrow is aligned with the centre of the symbol.

2

3

Pictograms with second information level

1 LARGE DIRECTIONAL ARROW

2 SMALL DIRECTIONAL ARROW

Line thickness: 6 subunits

Line thickness: 3 subunits

3 DIRECTIONAL ARROW SIGNAGE

For outdoor signage, the bar of the arrow is extended.



PICTOGRAMS. Examples. Sample implementation in conformity with brand image and defined parameters.

1

2

3

4

5

6

7

8

9

1

Information

4

Non-smoking area

7

Unisex WC

2

Lift

5

Car park

8

Smoking area

3

Conference room

6

Post room

9

Directional symbols



PICTOGRAMS. Sample applications. Pictograms can be used for both three-dimensional and two-dimensional applications. When used as markers, they can be used in conjunction with additional information text (cones, signage), as well as on their own.

If they are used with additional information text, their size generally corresponds to the cap height (x) of the text. If they are used on their own, their size should correspond to their function (indication of danger, information, etc.) and their surroundings.

In two-dimensional media (e.g. brochures), their size corresponds to at least the cap height (x) and a maximum of 4× the cap height of the associated text.

4x x

x x

Pictograms used on their own

Please note: For detailed information on the design and sizes for three-dimensional applications, please refer to the guideline “Signage“.

Pictograms in conjunction with information text (brochures)

Pictograms as markers


ICONS. 21 22 23 24 25 26

Layout Overview Colours Online presentation Photorealistic rendering in the BMS Sample applications




ICONS. Layout. The formal criteria governing the design of icons are more freely defined in order to enable the complex depiction of various information.

The basis for all icons is the circle frame, which has a defined line thickness that all icons and border shapes must adhere to. Motifs are always centred within the frame.

For a design in conformity with the brand image, elements such as design area, border line thickness, colour and typography are defined.

0,075 x x

0,075 x x

1

0,075 x x

2

3

x

x

3

1

CIRCLE FRAME Diameter: x Line thickness: 0,075 x

2

COLOUR RWE blue CMYK (100/60/0/0) Pantone 2945c

3

FONT RWE Text Bold

x



ICONS. Overview. Sample icons for various themes.

Wind energy

Natural gas

Idea/Energy efficiency

Electricity network

Heat

Oil



ICONS. Colours. Icons are generally used in the brand colour RWE blue, but can be used in any of the other brand colours if

these support the theme visually. Usually, the positive version of the icon is used, but the negative one can also be used.

If icons appear on a colour gradient, a contrasting colour should be used as a background.

Sample rendering of an icon in the brand colours

RWE yellow

RWE green

Pantone 291

RWE lightblue

CMYK 0.0.0.55

RWE grey 2

Pantone 109

Pantone 368

Pantone 1795

CMYK 35.0.0.0

RGB 146.147.149

CMYK 0.10.100.0

CMYK 55.0.100.0

CMYK 0.100.100.0

RGB 176.223.245

#929395

RGB 255.221.0

RGB 137.186.23

RGB 226.0.26

#FFDD00

#88BA14

#E2001A

#A6CAE1 RWE grey 1

RWE grey 3

RWE orange

RWE dark green

RWE red

RWE dark red

CMYK 0.0.0.80

CMYK 0.0.0.20

Pantone 137

Pantone 347

Pantone 201

RGB 88.88.90

RGB 217.218.219

CMYK 0.45.100.0

CMYK 9 0.0.100.0

CMYK 0.100.100.40

#58585A

#D9DADB

RGB 244.158.0

RGB 0.153.50

RGB 157.13.21



ICONS. Online presentation. The designated RWE icons should be prepared for online use as is typical for this type of media. The addition of set graphical elements and effects gives them a threedimensional look.

An Adobe Photoshop CS3 template is available for download from the RWE brand management system.

Examples

Design of RWE icons for online presentation

+

Basic background RWE blue Wind energy

Electricity network

N at ura l ga s

Heat

+

Gradient background

=

RWE icon positive “Outer Glow“ effect

I dea/E ne rg y ef fi cien cy

“Color Overlay“ effect

Oil

Please note: An Adobe Photoshop CS3 template for creating the three-dimensional look of the RWE icons is available on the RWE brand management system.

(Settings for Adobe Photoshop CS3, version 10.0.1)



ICONS. Photorealistic rendering in the BMS. In electronic media, the icons can be rendered in 3D, as is usual for electronic media. By using colour gradients, reflections and photorealistic images, a 3D impression can be created.

CMYK 35.0.0.0

RWE yellow

PNT 291 RWE orange black RWE green CMYK 35.0.0.0

RWEyellow

PNT 291 RWEorange black RWEgreen

RWEdark gre

RWEgrey 1

RWEred

CMYK 0.0.0.80 RWEdark re

Folder symbol (ZIP file)

Folder symbol (guidelines)

The depicted icons are used solely in the RWE brand management system.

Document symbol (PowerPoint template)

Document symbol (short info)

RWE



ICONS. Sample applications. Icons can be used in various media, meaning that the image size can be extremely varied. However, you should ensure that an icon’s primary function is to make information easier to understand and to support it visually.

GA S Products GAS Products

LEBEN Der RWE Energiekatalog 2009

Brochures

Internet usage

Icons should never be placed in the centre of the communication. If the icons are used with information text, their size generally corresponds to at least the cap height (x) and a maximum of 4x the cap height of the associated text.

An oversized icon is not permitted.

LOREM IPSUM Ipsum dolor sit amet Lorem

3

CONSECTETEUR Lorem ipsum dolor sit amet

5

LOREM IPSUM Consectetuer ipsum dolor

7

AMET SIT Lorem ipsum dolor sit amet

11

VOLUNTANT Consectetuer ipsum dolor

13

LOREM IPSUM Ipsum dolor sit amet Lorem

15

CONSECTETEUR Sit amet consectetuer

17

LOREM IPSUM Lorem ipsum dolor sit amet

19

AMET SIT Consectetuer ipsum dolor

22

CONSECTETEUR Adipscing voluptant

23

SUPER SERVICE Consectetuer ipsum dolor

Non-permitted image


KEY VISUALS. 28 29

Overview of possibilities Design elements




KEY VISUALS. Overview of possibilities. Key visuals are image elements that conform to the brand image and are used to represent special topics such as promotions or product ranges. There are no formal restrictions to their design, as long as they

conform to the spirit of the brand image. Key visuals can thus be implemented as graphics, text or photographs. The key visual should express the relevant topic in a simple, striking way and ensure a high recognition factor.

The use of key visuals should be approved in advance by the Brand Manager.

E-mobility – example of a graphic implementation

“immer besser” change management – example

“Mülheim matters” – example of a photographic

of a textual/photographic implementation

implementation



KEY VISUALS. Design elements. Colours

RWE blue

RWE lightblue RWE yellow RWE orange RWE green RWE dark green RWE red RWE dark red

Typography

Graphic effects Designs in conformity with the brand image ensure a consistent corporate style and make the RWE brand unmistakable.

MIN VELESEQ UIPSUM NOS NISSIT ING ELENIM AM DIPIT PRAESTO EU FEUIS NULLAOR TINCILLAOR SI.

As far as possible given the implementation technique used for a particular key visual, the defined design elements should be used.

Em ilisis nit la feu faccumm dolorpes sum vel delesed te dolore commoderi lobor sendre tin henisim ex elestinim sim in venisim iriusto conulla alit iper iril dolor iure Usto etue volobor suscill andignisi te magniat eriureet, si.

Brand and secondary colours and colours for emphasis

RWE corporate font

Colour gradients

Visual style

RWE horizon

Silhouette mask Simple – colourful – relevant

Reflection, rounded corners

RWE Guideline Pictograms

Recommend Documents