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Ab Guidelines2009
 

Ab Guidelines2009

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brand guidelines

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    Ab Guidelines2009 Ab Guidelines2009 Presentation Transcript

    • Branding Guidelines January 2009
    • AllianceBernstein Branding Guidelines January 2009 | 2
    • Overview While the AllianceBernstein brand promise summarizes who we are and what we do, the brand identity system must find a way to communicate the idea of “knowledge” in visual terms. The objective of a brand’s visual system is to create a style for the brand that is distinctive and recognizable. 1 Brandmark 2 Color 3 Typography 4 Literature Grid 5 Presentations 6 Imagery 7 Appendix 7–1 Paper 7–2 Legal Entity Line, Trademarks and Trademark Usage 7–3 Selecting the Brandmark Artwork Brand Guidelines January 2009 | 3
    • 1 The Brandmark
    • Clear Space and Acceptable Applications The minimum clear space around the AllianceBernstein brandmark equals twice the height of the letter “N” in AllianceBernstein, where N=X. The clear space applies to all versions of the AllianceBernstein brandmark. Wherever possible, the clear space should even be increased. No graphic element should ever be placed in the space directly above the brandmark. Preferred: AB Monogram in gray with black or white logotype Alternative: 100% black or 100% white The Brandmark January 2009 | 5
    • Unacceptable Applications Never use the logo in the middle of text. Use Never translate the AllianceBernstein brandmark Do not place the brandmark on a photographic the brandname AllianceBernstein, taking care to into a local language. background. X capitalize the A and B initials, without a space X between Alliance and Bernstein. The new X identity is one of our most valuable... X Do not redraw or change any element of The new Alliance Bernstein identity the brandmark. Do not create a transparent brandmark. is one of our most valuable... X AB X X Never lockup individual business unit descriptor names with the AB Monogram in text. X Do not change the colors of the brandmark. X is committed to Investments X providing an exceptional level... X Do not outline the brandmark. X Do not use the brandmark on a color. Do not add any new elements to the brandmark. X X The Brandmark January 2009 | 6
    • Super Graphic Graphic Elements The flexibility of our visual system is extended by the use of the monogram as a graphic element. In particular, the only approved graphic use of the monogram is as a super graphic. Specifications n The super graphic is created by reproducing the AB Monogram in large scale as either a positive or a negative form. n When using the super graphic on white, it is reproduced using 5% black. n When using the super graphic on black or dark green, it is reproduced using 95% black. n Other techniques such as varnish and blind embossing are acceptable. Guidelines that govern the use of the super graphic n The super graphic is never used in combination with significant amounts of text. n The super graphic is never used as a repeat pattern. n The appearance of the super graphic should always be subtle. The Brandmark January 2009 | 7
    • Firm Tag Line Subhead FPO TSandit ea at ver sustie vercinim ipit ip et, volortis ad magna con veliqui smodolum ea faci elissi. Put init enim vero et loborer aut nosto eugueros nim velit volore dolore tatisl ex et lutpat, core digna accum nonsequisit ad te facilla feuisi. Andigna facil diatet nos nis nulla cor alis accum vulputpatue delisit lobore coreet lortion verosto eros nim iure veleniam nulputpat nonsectem zzrit et aciliquamet landre minci el ea feumsan henim niat alis et ad dip euipiscincil essequisim iuscillam velit er Knowing More. Using Knowledge Better.SM sum velent alisi. Nibh et, venim adiat. Estrud minibh eugue consenim in henim il dui te tat wis elessi. Ulput utpat voluptat. Ercidunt lam ex ea et lut num diam acinci tatio odit lore velendre elesequisi. The Brandmark January 2009 | 8
    • 2 Color Palette
    • UNCOATED PAPEr COATED PAPEr Black Pantone 378U Pantone 5763C CMYK: 0C 0M 0Y 100K CMYK: 36C 11M 91Y 38K CMYK: 36C 16M 62Y 48K RGB: 0R 0G 0B / HEX: 000000 RGB: 108R 115G 74B / HEX: 6C734A RGB: 110R 118G 69B / HEX: 6E7645 Pantone 877C Pantone 583U Pantone 384C Silver Metallic CMYK: 21C 2M 97Y 13K CMYK: 24C 5M 98Y 35K CMYK: 0C 0M 0Y 40K RGB: 159R 173G 62B / HEX: 9FAD3E RGB: 142R 147G 0B / HEX: 8E9300 RGB: 0R 0G 0B / HEX: 000000 Pantone 549U Pantone 549C Alternatives for Silver CMYK: 56C 10M 17Y 2K CMYK: 59C 8M 9Y 19K RGB: 110R 158G 175B / HEX: 6E6EAF Tandit ea at ver sustie vercinim ipit ip et, vortis ad RGB: 94R 156G 174B / HEX: 5E9CAE magna con veliqui smodolum ea faci elissi. Put init enim vero et loborer aut nosto eugeros Pantone 7477U Pantone 7545C accum nonsequisit ad te facilla feuisi. CMYK: 80C 35M 46Y 15K CMYK: 55C 30M 17Y 51K RGB: 93R 115G 125B / HEX: 5D737D RGB: 81R 98G 111B / HEX: 51626F Pantone Cool Gray 8 Coated and uncoated paper Pantone 425U Pantone 424C CMYK: 45C 37M 35Y 1K CMYK: 25C 18M 15Y 51K CMYK: 30C 22M 19Y 53K RGB: 146R 148G 151B / HEX: 929497 RGB: 112R 114G 116B / HEX: 707274 RGB: 108R 111G 112B / HEX: 6C6F70 50% Black Coated paper Pantone 1675U Pantone 7516C CMYK: 0C 0M 0Y 50K CMYK: 8C 61M 95Y 17K CMYK: 9C 70M 92Y 36K RGB: 167R 169G 172B / HEX: A7A9AC RGB: 169R 98G 79B / HEX: A9624F RGB: 154R 84G 46B / HEX: 9A542E 30% Black Uncoated paper Pantone 1595U Pantone 167C CMYK: 0C 0M 0Y 30K CMYK: 2C 60M 91Y 6K CMYK: 3C 78M 100Y 15K RGB: 188R 190G 192B / HEX: BCBEC0 RGB: 208R 112G 75B / HEX: D0704B RGB: 189R 79G 25B / HEX: BD4F19 Color Palette January 2009 | 11
    • 3 Typography
    • Primary Font (OpenType format) Frutiger LT Std 47 Light Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger LT Std 57 Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger LT Std 67 Bold Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger LT Std 45 Light ABCDEFGHIJKLMNOPQrSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger LT Std 55 Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger LT Std 65 Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Typography January 2009 | 13
    • Bullets European Pi 3 JKLM Web Dings JKLM Arial (For PowerPoint) Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Typography January 2009 | 14
    • 4 Literature Grid
    • Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Logo Top Position Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Optional variations Knowing More. Using Knowledge Better. Knowing More. Using Knowledge Better. Literature Grid January 2009 | 17
    • Literature Grid January 2009 | 18
    • 5 Presentations
    • 3Q 2008 Overlap Between Our Sleeves Shrank as Valuation Compression Eased Current Strategy Review Dec 31, 2006 Sep 30, 2008 Global Style Blend Managed to the MSCI World Index Value Growth Value Growth 52.9% 47.1% 51.2% 48.8% John Doe Senior Vice President, Director—US Value Equities Jonathan R. Davies Senior Vice President, Director—US Blend Equities John Doe Senior Vice President, Director—US Value Equities John Doe Senior Vice President, Director—US Value Equities Overlap Overlap 16.2% 7.4% September 30, 2008 Five Largest Overlap Stocks Five Largest Overlap Stocks Citigroup General Electric JPMorgan Chase Credit Suisse Credit Suisse AIG E.ON Citigroup Altria Vodafone Knowing More. Using Knowledge Better. This presentation is provided by AllianceBernstein Limited. Bernstein Value Equities (referred to as Bernstein herein) is a unit of AllianceBernstein Limited. This presentation booklet has been provided to you for use in a private and confidential meeting to discuss a potential or existing investment advisory relationship. This presentation is not an advertisement and is not intended for public use or Based on a representative Global Style Blend account managed to the MSCI World distribution beyond our private meeting. This document is directed at Professional Clients (as defined in FSA rules) and the products and services described are only available to such clients. This Source: AllianceBernstein; see Disclosures and Important Information. document is not directed at Retail Clients and no reliance should be placed on its contents by Retail Clients. Issued by AllianceBernstein Limited, Devonshire House, One Mayfair Place, London W1J 8AJ. AllianceBernstein Limited is authorised and regulated in the UK by the Financial Services Authority. AllianceBernstein.com 21 CC36 CC36 6 Presentations January 2009 | 21
    • 6 Imagery
    • Retirement Wealth Management n Environment should exhibit a strong perspective n Inhabit a “looking forward” mentality (ex. horizon, path, etc.) conveying a destination or way of getting there n Broad landscapes with smaller human elements n Ethnically diverse n Color and black & white Imagery January 2009 | 23
    • Thought Leadership n Textural patterns showcasing relationships at work (depth & perspective, consistency & repetition, etc.) n Cropping focuses attention to a specific detail of architectural structures and surfaces n Color and black & white Imagery January 2009 | 24
    • Education n Focus on learning n Natural, candid moments of children learning n Photography should be taken at eye level, increasing intimacy with subject matter n Ethnically diverse children of all ages n Color only Imagery January 2009 | 25
    • 7 Appendix 7–1 Paper 7–2 Legal Entity Line, Trademarks and Trademark Usage 7–3 Selecting the Brandmark Artwork
    • 7–1 Paper Paper is an integral part of our design system. We reproduce our identity on the best paper available at Uncoated the most cost-effective price. Finch Opaque Bright White—Smooth Finish Uncoated Paper We recommend that you use Finch Opaque as our uncoated paper. The bluish white color of this paper Finch Fine Bright White—Smooth Finish makes it an ideal complement to our brandmark. In addition, the texture of this paper is almost blotter- like, which adds to a rich sensory experience when Accent Opaque handling the paper. In addition, uncoated paper is often ideal to use with Coated account applications and agreements, because we are requesting our clients to interact with and write on these documents. Utopia U2 Clean White—Dull Finish Coated Paper We generally do not use glossy coated paper. We recommend that you use a matte or dull coated stock like Utopia U2 Dull for printing black books and some materials where the design may call for coated stock. In these instances, the use of matte coated paper extends the equity of the image that we have established for our brand in black books. Examples of coated paper use: n Black books n retail materials Our Paper Program When choosing papers, always consider the selection of corporate approved papers. These papers have been negotiated for use by AllianceBernstein offices because of their suitability and cost effectiveness. Please contact Strategic Sourcing for more information. Appendix January 2009 | 27
    • 7–2 Legal Entity Line, Trademarks and Trademark Usage Please adhere to these simple guidelines To ensure protection of the AllianceBernstein brand Guidelines for using trademarks and legal for legal entity lines: within the marketplace, it is important to produce copyright consistent materials to support the legal registration n Legal entity lines are not formally part of the of the firm’s identity. n When producing pitch books, research publi- AllianceBernstein brandmark. cations, fund prospectuses, marketing brochures Our new brandmark has been filed for registration in and pamphlets, PowerPoint presentations and n Legal entity lines are the only element that may most countries in which the firm operates. We have websites, please insert the written trademark be placed within the clear space area of our also filed for federal registration in the U.S. for the notice on a page that contains boilerplate brandmark. phrase “Knowing More. Using Knowledge Better.” disclosure: However, a registration mark ® will not be included “AllianceBernstein® and AB AllianceBernsteinSM n The recommended placement of legal entity infor- with our brandmark or with the phrase “Knowing are trademarks and service marks owned by mation is: More. Using Knowledge Better.” at this time. Any AllianceBernstein L.P.” • On the back of brochures, as text, not locked changes to this decision will be communicated up with the brandmark immediately by the firm. Until then, the firm prefers n When producing business cards, letterheads and the placement of a service-mark symbol (SM) materials for internal use only, such as memos • On the bottom of e-mails in superscript as a footnote until registration is and internal forms, no trademark notice is • In the footer area of presentations complete. required. • In the compliance area for account materials n Should you need to use the legal entity line in a lockup with an AllianceBernstein brandmark, Top please contact the Visual Communications Group for approved artwork. Global Wealth Management Brandmark 1345 Avenue of the Americas, New York, NY 10105 212.486.5800 www.bernstein.com A unit of AllianceBernstein L.P. Legal Entity Line Bottom Generic U.S. Letterhead for Bernstein Global Wealth Management Appendix January 2009 | 28
    • 7–3 Selecting the Brandmark Artwork / Web Maximum Preferred Minimum http://brandcentral.acml.com Filename Business Unit Brandmark Width Width Width InvServ_Max72.jpg InvServ_Max72.bmp InvServ_Pref72.jpg InvServ_Pref72.bmp 3.0" 2.55" 2.09" InvServ_Min72.jpg InvServ_Min72.bmp Investor Services SCBLLC_Max72.jpg SCBLLC_Max72.bmp SCBLLC_Pref72.jpg SCBLLC_Pref72.bmp 3.54" 3.0" 2.46" SCBLLC_Min72.jpg SCBLLC_Min72.bmp A subsidiary of AllianceBernstein L.P. SCBLTD_Max72.jpg SCBLTD_Max72.bmp FPO SCBLTD_Pref72.jpg SCBLTD_Pref72.bmp 3.2" 2.7" 2.22" SCBLTD_Min72.jpg SCBLTD_Min72.bmp BResearch_Max72.jpg BResearch_Max72.bmp BResearch_Pref72.jpg BResearch_Pref72.bmp 3.03" 2.6" 2.125" BResearch_Min72.jpg BResearch_Min72.bmp Growth_Max72.jpg Growth_Max72.bmp Growth_Pref72.jpg Growth_Pref72.bmp 1.4" 1.2" 0.98" Growth_Min72.jpg Growth_Min72.bmp Growth Equities A unit of AllianceBernstein L.P. Value_Max72.jpg Value_Max72.bmp Value_Pref72.jpg Value_Pref72.bmp 1.58" 1.35" 1.09" Value_Min72.jpg Value_Min72.bmp Value Equities A unit of AllianceBernstein L.P. FIncome_Max72.jpg FIncome_Max72.bmp FIncome_Pref72.jpg FIncome_Pref72.bmp 3.0" 2.55" 2.09" FIncome_Min72.jpg FIncome_Min72.bmp Fixed Income A unit of AllianceBernstein L.P. SBlend_Max72.jpg SBlend_Max72.bmp SBlend_Pref72.jpg SBlend_Pref72.bmp 3.0" 2.55" 2.09" SBlend_Min72.jpg SBlend_Min72.bmp Style Blend A unit of AllianceBernstein L.P. Appendix January 2009 | 29
    • 7–3 Selecting the Brandmark Artwork / Print Maximum Preferred Minimum http://brandcentral.acml.com Filename Business Unit Brandmark Width Width Width InvServ_Max72.jpg InvServ_Max72.bmp InvServ_Pref72.jpg InvServ_Pref72.bmp 3.0" 2.55" 2.09" InvServ_Min72.jpg InvServ_Min72.bmp Investor Services SCBLLC_Max72.jpg SCBLLC_Max72.bmp SCBLLC_Pref72.jpg SCBLLC_Pref72.bmp 3.54" 3.0" 2.46" SCBLLC_Min72.jpg SCBLLC_Min72.bmp A subsidiary of AllianceBernstein L.P. SCBLTD_Max72.jpg SCBLTD_Max72.bmp FPO SCBLTD_Pref72.jpg SCBLTD_Pref72.bmp 3.2" 2.7" 2.22" SCBLTD_Min72.jpg SCBLTD_Min72.bmp BResearch_Max72.jpg BResearch_Max72.bmp BResearch_Pref72.jpg BResearch_Pref72.bmp 3.03" 2.6" 2.125" BResearch_Min72.jpg BResearch_Min72.bmp Growth_Max72.jpg Growth_Max72.bmp Growth_Pref72.jpg Growth_Pref72.bmp 1.4" 1.2" 0.98" Growth_Min72.jpg Growth_Min72.bmp Growth Equities A unit of AllianceBernstein L.P. Value_Max72.jpg Value_Max72.bmp Value_Pref72.jpg Value_Pref72.bmp 1.58" 1.35" 1.09" Value_Min72.jpg Value_Min72.bmp Value Equities A unit of AllianceBernstein L.P. FIncome_Max72.jpg FIncome_Max72.bmp FIncome_Pref72.jpg FIncome_Pref72.bmp 3.0" 2.55" 2.09" FIncome_Min72.jpg FIncome_Min72.bmp Fixed Income A unit of AllianceBernstein L.P. SBlend_Max72.jpg SBlend_Max72.bmp SBlend_Pref72.jpg SBlend_Pref72.bmp 3.0" 2.55" 2.09" SBlend_Min72.jpg SBlend_Min72.bmp Style Blend A unit of AllianceBernstein L.P. Appendix January 2009 | 30