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BAISITAI Brand Manual Identity

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BAISITAI (aka a-BST) is a Chinese computer cables producer based in Shenzhen. A fast growing company, a-BST wanted to refresh and modernize their identity in order to consolidate their brand in the …

BAISITAI (aka a-BST) is a Chinese computer cables producer based in Shenzhen. A fast growing company, a-BST wanted to refresh and modernize their identity in order to consolidate their brand in the eyes of their business partners.
The new logo mirroring the company's values, was designed within a brand universe and specific brand rules.

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  • 1. Corporate Identity Manual 2010 BAISITAI
  • 2. 2 Baisitai Corporate Identity Manual The present manual defines the corporate design identity for BAISITAI Computer Accessories (aka a-BST, or simpler BAISITAI) and determines various areas of its application. Please refer to these guidelines to ensure the correct and consistent use of the brand identity system. Along with the brand mark, typogra- phy, colour palette and other visual elements, specific directions are included to help you manage your visual communication materials. By accurately implementing this brand identity system you protect the equity of the BAISTAI brand and better support its repositioning. All rights reserved to BAISITAI Computer Accessories, Shenzhen, China. 2010
  • 3. 3 Baisitai Corporate Identity Manual Table of Contents About BAISITAI 4 BAISITAI Brand Values 5 1. Logo 6 1.a. Name 7 1.a. Logo Elements 7 1.b. Form and Colour 8 1.c. Safe Area 9 1.d. Placement 10 1.e. Forbidden Usage 11 2. Colours 12 2.a. Primary Colours 13 2.b. Secondary Colours 14 2.b. Combinations 14 2.c. Tints 15 3. Typefaces 16 3.a. Primary Typefaces 17 3.b. Secondary Typefaces 18 4. Stationery 19 4.a. Letterhead 20 4.b. Fax 21 4.c. Envelope 22 4.d. Business Card 23 4.e. Email Signature 24 5. Imagery 25 5.a. Photography 26 5.b. Illustration 29 5.c. Patterns & Textures 30 Contact 31
  • 4. 4 Baisitai Corporate Identity Manual BAISITAI Computer Accessories Co. Ltd. is an important player onto Chinese computer accessories market. The company was founded in 1988 and is specialized in the manufacture of a wide variety of com- puter connecting cables, starting from power cables to high quality optical fibre cables. The company is headed in the famous Shenzhen Special Economic Zone of China, covering an area of 3.000 square meters and employ- ing over 200 people. By virtue of its excellent products, advanced technology, constant inno- vation and strong management, the company registered a continuous business expansion in terms of revenues and geographical coverage. Currently, BAISITAI is registering a 5 million dollars monthly output and is reinforcing its presence in more than 10 countries, on three conti- nents. Also, in 2004, the company has increased its manufacturing facilities with a new wire and cable factory. The company develops and produces high quality wires and cables, certified with the international Quality Management System ISO 9001:2000. All the BAISITAI products are engineered in its own R&D Center and are thoroughly tested in conformity to all the international standards. About BAISITAI
  • 5. 5 Baisitai Corporate Identity Manual Connectivity Our aim is to facilitate relationships, to empower networks through strong connections. We believe this is the background of a prosperous life and business. Professionalism We work hard to keep the highest professional standards in the industry. Creativity As a product developer, our goal is to constantly improve our products and services through innovation and efficient creativity. Transparency We treasure business transparency as an essential trait in our relationship with partners, employees and all other stakeholders. Reliability We strive to offer quality products and services to our customers in order to build confidence and reli- ability every time they use our products. BAISITAI Brand Values
  • 6. The BAISITAI logo is the flagship of our brand identity. It is our signature. It marks BAISITAI’s ownership over the products and services we develop and provide. It will carry on the overall brand halo: recognition, credibility, authority and trust in our company. It is important to use the BAISITAI logo correctly and consistently across all applications. Please always use it in accordance with our main brand guidelines and make sure you do not alter the logo in any way. Corporate Manual Identity Logo
  • 7. 7 Baisitai Corporate Identity Manual 1.a. Logo Name Logo Elements The Name The specificity of the Chinese language and its special translation into the interna- tional English space creates a peculiar differentiation between the company name and its visual representation. In Chi- nese language the “bst” (also interpreted as best) is pronounced BAISITAI, there- fore the company opted for a Chinese sound and an English visual representation. Hence the company can be equally named BAISITAI, BST or a-BST (if the A shape illustrated by the logo’s cable it is taken into account). The logo’s elements The BAISITAI brandblock is composed of four main elements: The first symbol A cable representation, providing straight connotations towards our main activity (producing wires and cables). The second symbol A tiny red symbol, inspired from the shape of a cable head and denoting the power of connectivity and the stream of firepower energy acquired through connectivity. The Name The “bst” (best) word, which is the real name of the company. The Colours aBST Red CMYK: 10/100/50/0 RGB: 218/28/92 Web Safe: DA 1C 5C PANTONE 214 C aBST Black CMYK: 0/50/0/100 RGB: 15/0/0 Web Safe: 23 00 09
  • 8. 8 Baisitai Corporate Identity Manual 1.b. Logo Form and Colour The logo must always appear as shown in one of the colour variations described in this guidelines. Never attempt to redraw or scale the logo or add other graphic elements to its presentation. With tagline If the tagline is being used, it should always accompany the logo. Please place it under the word “BST”. Monochrome Due to its hard use on multiple types of materials, fabrics and products, it is accepted a monochrome colour for the logo. In such cases, always maintain one of the primary brand colors “aBST Red”, aBST Black, or White as a non-color. The monochrome logo should never appear on a website, a polychrome brochure or any other application where a full-colour logo is possible.
  • 9. 9 Baisitai Corporate Identity Manual 2.c. Logo Safe Area Do not crowd or obscure the logo with other graphical or textual elements and always maintain the minimum required safe space around it (of 2x + 1y). = x Example = y
  • 10. 10 Baisitai Corporate Identity Manual 1.d. Logo Placement Please always place the logo in one of the layout four corners. The best position is in the right top corner and the last recommended is the left top one, which is to be used only as a last remaining option. 01 Recommended 02 Option 04 Last Recommended03 Option Placement Example
  • 11. 11 Baisitai Corporate Identity Manual 1.e. Logo Forbidden Usage The consistent and correct application of the BAISI- TAI brand is essential. Always follow the standards presented in these guidelines. The examples on this page illustrate some of the unacceptable uses of the BAISITAI logo. Never substitute the typeface in the logo ------------ Never alter the agreed colour of the brand ------------ Never tilt the logo ------------ Never distort the shape of the logo ------------ Do not add elements to the logo. ------------ Never alter the logo. ------------ Never use the black logo on dark colours, or the aBST Red on red background ------------ Never attempt to redraw or scale the logo or add other graphic elements to its presentation.
  • 12. It is important to always maintain a consistent appearance of the brand on all visual communications across various media types and materials. Using colour consistently will strengthen brand recognition, create impact and differentiate our products. Corporate Manual Identity Colours
  • 13. 13 Baisitai Corporate Identity Manual 2.a. Colours Primary Colours a-bst red CMYK: 10/100/50/0 RGB: 218/28/92 Web Safe: DA 1C 5C PANTONE 214 C a-bst black CMYK: 0/50/0/100 RGB: 15/0/0 Web Safe: 23 00 09 Colour Usage For all printed materials always use the CMYK or Pantone given values. For all the BAISITAI office documents (letterheads, contracts, invoices, faxes, presentations etc.) please use RGB given values. For web, please use the web safe values. One of the main characteristics of the BAISITAI logo is its special developed red colour, named aBST Red. The aBST Red The Red is the universally known brand colour for China and incorporates great attributes as: passion, love, energy, sanguinity, also being a powerful signalisation tool. For that reasons we choose from the red pal- ette an appropriate one for our brand.(CMYK 10/100/50/0; RGB 218/28/92) The BAISITAI red gravitates between a full red and a magenta. This pushes the brand to a better rec- ognition by differentiating itself who are using the classical red colour (CMYK 0/100/100/0; RGB 255/0/0) excessively. The aBST Black The aBST black (CMYK 0/50/0/100; RGB 15/0/0) contains along 100 percents black, also a magenta tint to give it more brilliance and to match it better with the aBST Red. However the simple use of a regular black (CMYK 0/0/0/100; RGB 0/0/0) it is also highly accepted.
  • 14. 14 Baisitai Corporate Identity Manual red CMYK: 0/100/100/0 RGB: 237/28/36 Web Safe: ED 1C 24 PANTONE Red 032 C magenta CMYK: 0/100/0/0 RGB: 236/0/140 Web Safe: EC 00 8C PANTONE Rubine Red C purple CMYK: 35/84/0/0 RGB: 170/76/157 Web Safe: AA 4C 9D PANTONE Purple C green CMYK: 74/9/100/0 RGB: 73/169/72 Web Safe: 48 A7 47 PANTONE 362 C light green CMYK: 41/0/100/0 RGB: 164/205/57 Web Safe: A4 CD 39 PANTONE 376 C brown CMYK: 0/17/34/62 RGB: 124/106/85 Web Safe: 7C 6A 55 PANTONE Warm Grey 11C yellow CMYK: 8/100/100/0 RGB: 238/232/9 Web Safe: EE E8 09 PANTONE 3965 C dark purple CMYK: 45/100/0/55 RGB: 86/0/78 Web Safe: 56 00 4E PANTONE 262 C 2.b. Colours Secondary Colours Combinations Suggested Colour Combinations Colour Usage For all printed materials always use the CMYK or Pantone given values. For all the BAISITAI office documents (letterheads, contracts, invoices, faxes, presentations etc.) please use RGB given values. For web, please use the web safe values. The Secondary Colours are to be used as a complement, analog or contrast colours for the Primary Colours. By combining the two groups a large range of associations can be achieved. The BAISITAI colour palette is large and distinctively permissive comparing with other brands. Nonetheless its uniqueness consists in the particularity of its colour nuances and the avoidance of straight classical colours.
  • 15. 15 Baisitai Corporate Identity Manual 2.c. Colours Tints a-bst red a-bst black red magenta purple dark purple brown green green light yellow The colours within the BAISITAI palette can be used both as solid or as tints. The tint palette brings a greater breadth and flexibility to our range of colours. Colour Usage For all printed materials always use the CMYK or Pantone given values. For all the BAISITAI office documents (letterheads, contracts, invoices, faxes, presentations etc.) please use RGB given values. For web, please use the web safe values.
  • 16. Corporate Manual Identity Along logo and colours, the typography assures the brand’s distinction and uniqueness. Consistency in the use of typography enhances communications effective- ness, builds customer familiarity, and strengthens the BAISITAI identity. Typefaces
  • 17. 17 Baisitai Corporate Identity Manual 3.a. Typefaces Primary Typefaces Futura Light a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Light Oblique a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Light Condensed a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Book Futura Regular Futura Mediu Futura Bold a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Bold Oblique a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Bold Condensed a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Heavy Futura Extra Bold Futura typeface family will be considered the corporate font for the BAISITAI brand and it will be used on all the communication printed materials (advertising, packaging, retail, brochures etc.). About Futura Futura Family was design by Paul Renner and re- leased in 1927. The Futura is a sans-serif typeface, a true exponent for the Bauhaus design movement. The Futura has an appearance of efficiency and forwardness and is derived from simple geometric forms (circles, triangles and squares). Its purity of design suits the requirements of all the modern printings. The Futura typeface family Light, Book, Medium, Heavy, Bold and Extra Bold, in all their forms: normal, oblique, condensed or expanded. Usage examples: packaging, press & TV ads, brochures, posters, motion graphics, videos, interior architecture, retail spaces, exhibition spaces,etc.
  • 18. 18 Baisitai Corporate Identity Manual 3.b. Typefaces Secondary Typefaces Usage examples: office documents (contracts, faxes, letters, invoices, memos, etc.) digital newsletters, emails, websites, powerpoint presentations. The Arial family will be used as a secondary type- face and as a replacement for the Futura typeface on some office and web materials. About Arial Arial is a contemporary sans serif typeface, with a soft treatment of curves and terminal strokes, designed in a humanist style. The Arial family can be found on any type of personal computer, which makes it a versatile typeface, with applications on a large range of materials both for print or web. The Arial typeface family Regular, Bold, Black and Narrow in all their forms: normal, bold or italic. Arial Regular a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Arial Italic a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Arial Bold a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Arial Bold Italic a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Black a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Narrow a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Narrow Italic a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Narrow Bold a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+= Futura Narrow Bold Italic a b c d e f g h ij k l m n o p q r s t u v w x y z 123456789!?&@<>[]{}()*%$£/”;:,.^’+=
  • 19. Stationery documents represent an important guideline for the brand presence inside the company and plays a powerful part in the unity and consistency through the BAISITAI entity. When producing stationery you need to ensure that your documents share entirely the BAISITAI identity. Hence, we have developed a set of templates covering the principal stationery items required for all the BAISITAI departments. Corporate Manual Identity Stationery
  • 20. 20 Baisitai Corporate Identity Manual 4.a. Stationery Letterhead Size: A4 Sheet Two sheets template. Paper: Standard 80 grams Editing Directions For any type of documents or for developing new templates please always use the given template. The first page always starts with a two column layout, while the following sheets are of only one column layout. Please do not modify the present format. On the first page, the left column should only be used to insert contact informations and nothing else. It is recommended the use of aBST Red colour as a contrast colour with the black inside the document. The standard body text Typeface: Arial Regular Color: Black Size: 10 point type Alignment: left Leading: Auto or 13 point
  • 21. 21 Baisitai Corporate Identity Manual 4.b. Stationery FAX Size: A4 Sheet Two sheets template. Paper: Standard 80 grams Use the editing directions from the letterhead.
  • 22. 22 Baisitai Corporate Identity Manual 4.c. Stationery Envelope Size: 241 x 104 mm To be printed on the envelopes backside. Suitable for the three times folded A4 document sheets. [N [Company] [Address] 15mm 241mm 104mm 15mm [N [Company] [Address]
  • 23. 23 Baisitai Corporate Identity Manual 4.d. Stationery Business Card Format: 90 x 55 mm Material: Cardboard 200 grams Attributes: Matte and laminated Colour: Polychromy Printed both sides. Editing Info Name: Futura Bold, 10pt, aBST Red Function: Futura Medium, 6pt, aBST Black Body: Futura Book, 7pt, aBST Black Site: Futura Bold, 8pt, aBST Red
  • 24. 24 Baisitai Corporate Identity Manual 4.e. Stationery Email Signature For a strong corporate image, all email messages should identify the sender in a standard and clean manner. You should always include in the signa- ture: the name, function, the logo, phones, the url of your website and emails (if they are more than one). Format The signature format will depend on the email client each employee uses on his computer. For instance Outlook Express can only support *.html or *.txt signature, other email clients accept also images: *.gif, *.png or *.jpg. Editing Info Name: Arial Bold, 12pt, aBST Red Function: Arial Regular, 10 pt, aBST Black Body: Arial Regular/Bold, 10pt, aBST Black Site: Arial Bold, 12pt, aBST Red 7420, Huaqiang North Seg Electronic Market, Shenzen, China T: +86 - 755 - 61333508 F: +86 - 755 - 61333509 M: +86 - 15989873834 skysyssales@hotmail.com justin04101@gmail.com www.baisitai.com Justin Lee Sales Manager
  • 25. The photography and the illustrations are powerful and emotive tools that express our brand values just as strongly as colours and typefaces. Corporate Manual Identity Imagery
  • 26. 26 Baisitai Corporate Identity Manual 5.a. Imagery Photography BAISITAI brand focuses its photographic universe on the aesthetically visual representations of its products and of the people who use them.
  • 27. 27 Baisitai Corporate Identity Manual Being a company highly preoccupied by the well being of its customers and employees, the imagery will often feature people profiles from the company inner business circle. 5.a. Imagery Photography
  • 28. 28 Baisitai Corporate Identity Manual 5.a. Imagery Photography Being a manufacturer and a seller of products, the packs and products shoots will be raised to a state of the art process. Always capture the products and packaging shoots on a uniform background, preferably white.
  • 29. 29 Baisitai Corporate Identity Manual 5.b. Imagery Illustration Designs are expanded from the logo’s tiny red symbol and can be used easily as patterns, textures, or for decoration purposes. Use symbols of cable heads to play with forms and colours.
  • 30. 30 Baisitai Corporate Identity Manual 5.c. Imagery Patterns & Textures Patterns and textures can be de- clined by expanding and duplicating the logo symbols. Use colour combinations to create cheery and lively backgrounds. Use the cables head silhouettes as a source for further patterns and textures combinations.
  • 31. 31 Baisitai Corporate Identity Manual 108 Building, Mashantou, GuangMing New District, Shenzhen, China T+86 - 755 - 29941612 // +86 - 755 - 27489192 // F +86 - 755 - 27340072 baisitaisales@live.com // www.baisitai.com CONTACT
  • 32. Last Update: 11.2010 Corporate Identity Manual BAISITAI DesignedbyAndreiPopa/BubblegumMedia

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