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Brand Guide Summary

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Brand Guide Summary

  1. 1. Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Invensys brand guidelines–summary version
  2. 2. Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0IntroductionWelcome…Welcome to the Invensys brand guidelines. The Invensys brand is anincreasingly important asset in an increasingly competitive world. Theseguidelines are for those responsible for managing and building theInvensys brand.These guidelines provide information about the overall brand framework,basic elements and messaging. The Invensys basic elements cover thebrand mark, colour, typography, imagery, supporting graphic devicesand composition. They describe how these elements come together tocreate a look and feel that is uniquely Invensys.The guidelines are an important tool in ensuring that the Invensysbrand is presented and expressed correctly and consistently acrossall applications.Your help in doing this is invaluable and will help to build an evenstronger Invensys brand now and for the future.Thank you.
  3. 3. Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Sections1.00 Brand framework2.00 Basic elements3.00 MessagingNote: 1. Within the Adobe® Acrobat® toolbar, use the ‘zoom intool’ icon to zoom in on elements on a page if necessary.2. To enable Adobe Acrobat® to display vector graphics as well aspossible, please ensure the following: in Adobe Acrobat go toAcrobat: Preferences: Page Display. Under ‘Smooth text’, ensurethat ‘Smooth Line Art’ is ticked, along with the three other tickboxes. This will produce a much better result on screen.3. The colours shown throughout these electronic guidelines arenot accurate as different computer monitors will display colourdifferently. The same applies to different colour printers.4. Throughout these guidelines, all dimensions are givenin millimetres (mm) unless specified otherwise.
  4. 4. Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.01.00 Brand framework
  5. 5. Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Our ambition for the company1.01 Brand framework The Invensys vision“An integrated, cohesive, sustainable and high-performing organisation.”Invensys brand storyIn September 2008, we began a journey to repositionInvensys and build a strong brand for the future – a brandthat positions Invensys as an unquestioned leader wherethe total is greater than the sum of the parts.Our brand, outlined in these guidelines, is a powerfulexpression of who we are and who we want to be. It isbased on our belief in the power of our open approachand is a reflection of our culture, our valuesand the benefit we bring our clients.It is the reflection of our ambition to become acohesive, integrated organisation, built on our sharedvalues, shared knowledge and a core technologyplatform across our entire organisation.It is an integral element in helping us complete ourjourney from being seen as an engineering andmanufacturing company, to being seen as a customer-centric solutions provider renowned for technologyand software solutions.By using these guidelines whenever we develop ourcommunications, we can ensure that we reinforce aconsistent and cohesive brand across the organisationand across the world. In doing so, we will build a world-class, global brand that will help us compete on aglobal scale.
  6. 6. Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.01.02 Brand framework Visual Brand DriverAn Open ApproachInvensys believes the real key to maximising potential ultimately lies inan open approach.This belief shapes:• The way we work• Our mindset and approach• The solutions, technologies and products we develop with our clientsOur unwavering commitment to transparency and collaboration, underpinned byour flawless execution, gives our clients the clarity and control they need to meet thechallenges they face. As the unquestioned leader in providing industries with openthinking and open technologies, Invensys provides clients with the ability to moveahead with agility and confidence.Brand valuesInnovation Integrity Agility Courage MeritocracyVisual Brand DriverVerbal Brand Driver
  7. 7. Sections ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.01.03 Brand framework How we go to marketDolphin Dynsim Futur Westlock WestcadAvantis TriconexArchestrAWestinghouseDimetronicSafetranEurotherm Foxboro ContinentalIMServInFusionColmanSimSci-Esscor ChessellCorporate brandDivisionsIntegrated back officeDivisionsFace-to-market and support servicesPortfolio brandsProduct brands
  8. 8. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.00 Basic elements
  9. 9. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.03 Brand mark
  10. 10. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Figure 1. The Invensys brand mark.Figure 2. The Invensys small size brand mark.The Invensys brand markHere is the Invensys brand mark, it has been speciallycreated for Invensys and exists as a unique set ofmaster artworks.The Invensys small size brand markA small size version of the Invensys brand mark is alsoavailable. See Figure 2. Please see page 2.09 for moredetailed information about the small size version.Trademark and registered symbolsAlthough not shown on this page, there are versions ofthe Invensys brand mark that carry the ™ symbol and2.04 Basic elements Brand mark: terminologyanother that carries the ® symbol. These are shown onpage 2.09. Please consult your legal department for whento use these versions as usage may vary from regionto region.All the principles described throughout these guidelinesthat apply to the standard Invensys brand mark alsoapply to the versions that carry ™ and ® symbols unlessspecified otherwise.Master artworksThe brand mark should only be reproduced frommaster artworks and should not be redrawn or alteredin any way. The master artworks are available in variouselectronic formats, for both Mac and PC, and are availablefrom Invensys Corporate Marketing.Writing Invensys in textWhen writing Invensys in text, it should be writtenas in this sentence, with an initial capital letter at the startof the word. Do not use all capital or all lower case letterswhen writing Invensys.
  11. 11. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.05 Basic elements Brand mark: colourways: primary coloursBrand mark coloursThere are only three colours for the Invensys brand markitself which are Invensys Green, black and white. Thesecolours are used only on particular backgrounds as shownin Figure 3.For more information about Invensys corporatecolours see pages 2.15-2.18.The background colours shown in Figure 3 are Invensysprimary colours only. For more detailed informationabout use on other backgrounds see page 2.06.The Invensys brand mark should be coloured InvensysGreen on a light-coloured background on all applicationswherever possible.When Invensys Green is not available, then the brandmark should be coloured black or white, e.g. when thenumber of colours are restricted on black and whitenewspaper advertisements.Figure 3. The Invensys brand mark used on Invensys primary colour backgrounds.PrimarycolourbackgroundsInvensys Grey 3Invensys Grey 2Invensys Grey 1WhiteBlackInvensys Green
  12. 12. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.07 Basic elements Brand mark: clear space areaInvensys brand mark minimum clear space areaTo ensure prominence and legibility, the Invensys brandmark is always surrounded by an area of clear space whichremains free of other elements, such as type and imagery.The minimum area of clear space, shown in Figure 5,is illustrated by a dotted rectangular box containingthe Invensys brand mark. This box does not print. Itsconstruction is based on multiples of ‘n’ from the Invensysbrand mark. This clear space area is a minimum andshould be increased wherever possible. When using theInvensys brand mark that carries the Trademark ™ orRegistered ® symbol, the minimum clear space follows thesame principles.Reduced minimum clear spaceFor exceptional applications, the minimum clear spacearea can be reduced to 1.5 n. This is an exception andshould always be approved by Invensys CorporateMarketing.Note: The master artworks have a clear space box builtinto the artwork file to help with maintaining the clearspace when designing with the brand mark. This boxdoes not print.N =Brand mFor signN =Figure 5. The Invensys brand mark with minimum clear space area.n2.5 n2.5 n2.5 n2.5 n
  13. 13. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Brand mark alignment pointsThere are four main alignment points for the Invensysbrand mark, as shown in Figure 6.They should be used when aligning other graphicelements, such as type and imagery, with the Invensysbrand mark. By using these alignment points it helps tocreate consistent alignment and a better visual balancebetween the Invensys brand mark and the othergraphic elements.Figure 6. Alignment points on the Invensys brand mark.2.08 Basic elements Brand mark: alignment points1. Align with the left-hand edge of the stem of the letter ‘i’.2. Align with the right-hand edge of the bowl of the letter ‘s’.3. Align with the baseline of the Invensys brand mark.4. Align with the x-height of the Invensys brand mark.1 234
  14. 14. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.09 Basic elements Brand mark: measuring and minimum sizeHow to size the Invensys brand markTo specify the size of the Invensys brand mark measureacross the dimension shown in Figure 7.The brand mark can be enlarged or reduced in size.The standard Invensys brand mark does not have amaximum size, although it does have a minimum, asshown in Figure 8.Small size brand markFor applications where a brand mark is required at asmall size (below 30mm) a small size brand mark has beencreated. Its size range is from 30mm down to 20mm.Measure barWhenever possible, depending on the digital file format,brand marks have a measure bar built into the masterartwork to make measuring the brand mark easier. Themeasure bar itself does not print.Always ensure that the brand mark is scaledin proportion and is not distorted in any way.Minimum sizesThere are fixed minimum sizes for each of the Invensysbrand marks, 30mm for the standard brand mark withor without a legal symbol and 20mm for the small sizebrand mark with or without a legal symbol. These sizeshave been determined to ensure maximum clarity for allelements at small sizes.Measure across this dimension to specify the size30mm 30mm20mm 20mmFigure 7. Specifying the size of the Invensys brand mark.Figure 8. The minimum sizes of the Invensys brand mark and small size brand marks.Minimum size of the standardInvensys brand mark when usinga legal symbolMinimum size of the standardInvensys brand markMinimum size of the smallsize Invensys brand markMinimum size of the small sizeInvensys brand mark when usedwith a legal symbol
  15. 15. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Figure 9. Positioning the Invensys brand mark.2.10 Basic elements Brand mark: position on applicationsAsymmetric compositionsThe Invensys visual identity uses asymmetriccompositions to add dynamism and modernity. Thisapproach also applies to the positioning of the Invensysbrand mark on applications.Invensys brand mark positioningWhen applying the Invensys brand mark there are fourpositions which could be used (see Figure 9). Positions 1,2 and 3 are the preferred positions. In some exceptionalcircumstances, the Invensys brand mark can be centredeither top or bottom.If space is seriously restricted, use the minimumclear space area to position the brand mark.Position 1: Top left Position 2: Top rightPosition 3: Bottom rightPosition 4: Bottom left
  16. 16. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0We love servicesI n v e n s y sDo not distort the brand mark. Do not use the brand markwithin text.Do not add any effects.Do not rotate the brand mark.Do not use the brand mark as arepeated background pattern.Do not change the relativepositions of the Invensys letters.Do not outline theInvensys brand mark.Do not split the brand mark. Do not alter the size or positionof any of the elements.Correct brand mark. Do not use incorrect colours. Do not re-create the brand mark.Figure 10. Invensys brand mark misuses.Invensys brand mark misusesFigure 10 shows some examples of misuses of theInvensys brand mark. Showing these examples helpsto reinforce our understanding of the correct wayto use the Invensys brand mark.The Invensys brand mark should always be reproducedfrom master artworks. It should never be altered,redrawn, recoloured or manipulated in any way.Please ensure that the Invensys brand mark is usedcorrectly at all times.2.11 Basic elements Brand mark: misuses
  17. 17. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Invensys brand mark with divisional descriptorsThe Invensys brand mark can be used with one of threedivisional descriptors as shown in Figure 11. Theseare used to identify the three business divisions withinInvensys. No other divisional descriptors or names canbe used with the Invensys brand mark in this way. Theseversions are provided as Mac Illustrator templates.Figure 11. Invensys brand marks with descriptors.2.12 Basic elements Brand mark: divisional descriptors
  18. 18. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0How to useThe principles that apply to the standard Invensys brandmark such as colourways, minimum sizes, etc. apply alsoto the versions using the divisional descriptors unlessspecified otherwise. The minimum clear space area isdifferent to the standard Invensys brand mark as shown inFigure 12.Creating the Invensys brand markwith a divisional descriptorTo create a brand mark with a divisinal descriptor, firstsize the Invensys brand mark to 60mm, and using themeasure of ‘n’ construct a series of guides which willhelp you align the divisional descriptor. The divisionaldescriptor type is set in Avenir Next Pro Regular, 12.4ptwith 119 inter-character spacing applied (Adobe®Illustrator® software). Outline this type and group it withthe Invensys brand mark.Invensys divisional descriptors in textWrite the Invensys divisional descriptors in the followingway; Invensys Rail, Invensys Controls, Invensys OperationsManagement. All use initial capital letters when writtenin text.2.13 Basic elements Brand mark: divisional descriptors cont.Figure 12. How to construct an Invensys divisional descriptor and minimum clear space area.Operations Managementn1.3 n0.9 n2.5 n2.5 n2.5 n2.5 n
  19. 19. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.14 Corporate colours
  20. 20. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Figure 13. The Invensys primary corporate colours and colour balance.Invensys primary coloursInvensys has six primary corporate colours – white,Invensys Green, black, Invensys Grey 3, Invensys Grey 2,and Invensys Grey 1.These colours are used to give a clean, crisp, light, freshappearance. The colours work together well as a set andalso help to differentiate Invensys from its competitors.Please match all colours to the coated Pantone® swatchesirrespective of the paper stock or material used.White and blackWhite and black are used primarily for text andbackgrounds.2.15 Basic elements Corporate colours: primaryInvensys GreenInvensys Green is used only for the Invensys brand mark,the i-path, smaller graphics and large text headings (seepage 2.25). Invensys Green is not used for smaller-sizedbody text or large background areas. Invensys Greenshould be used as a highlight colour only.When corporate colours are used together, the relativeamounts of each colour should match approximatelythe colour balance shown in Figure 13 above.Metallic silverIn addition to the primary colours above, for printapplications a metallic silver ink (Invensys Silver, Pantone877 C) has been chosen for special uses to replaceInvensysGreenBlackInvensysGrey1SilverInvensysGrey2InvensysGrey3WhiteInvensys Grey 2. This metallic silver provides a feeling oftechnical precision. This colour should only be used asan ink in print applications and although we have shownit here it must not be simulated using gradations or othertechniques.TintsWhen using tints of the corporate colours, please ensureall colours are specified correctly by referring to Figure 17on page 2.17.Note: The colours shown throughout these electronicguidelines are not accurate colour matches and will varyon different computer monitors and when output.
  21. 21. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.18 Basic elements Corporate colours: specification chartIn lieu of the Invensys primary and secondary corporatecolours specified throughout these guidelines, youmay use the Pantone®* colours shown in Figure 18,the standards for which are shown in the currentedition of the Pantone Color Formula Guide 1000.Colour swatchesColour swatches must always be used for matchingwhen reproducing the corporate colours. The coatedPantone colours act as the master colour referencesto which all other colour specifications should bematched to.Colour breakdownsShown in Figure 18 are the recommended process colourbreakdowns for the Invensys colours. The process colourbreakdowns are provided as starting points and can beadjusted to compensate for different paper stocks andprinting processes, etc., in order to match the Pantonecoated colour swatches more accurately.The RGB and Hex values give the same resulton-screen. RGB values are provided for webdesigners, whereas the Hex values are providedfor web programmers.Colour Pantone® C* Process RGB Hex RALInvensys Green Pantone 390 C C:31 M:0 Y:100 K:3 R:195 G:214 B:3 C3D6O3 100-80-80Orange Pantone 158 C C:0 M:65 Y:95 K:0 R:232 G:117 B:17 E87511 050-60-60Bright Blue Pantone 306 C C:76 M:0 Y:5 K:0 R:0 G:185 B:228 00B9E4 240-60-35Dark Green Pantone 347 C C:96 M:0 Y:99 K:0 R:0 G:155 B:72 009B48 150-50-60Red Pantone 199 C C:0 M:100 Y:69 K:0 R:216 G:28 B:63 D81C3F 030-50-60Dark Blue Pantone 300 C C:99 M:51 Y:0 K:0 R:0 G:101 B:189 0065BD 260-50-40Yellow Pantone 130 C C:0 M:35 Y:100 K:0 R:234 G:175 B:15 EAAF0F 080-80-80Invensys Gray 3 Pantone Cool Gray 9 C:0 M:0 Y:0 K:70 R:116 G:118 B:120 747678 000-50-00Invensys Gray 2 Pantone Cool Gray 6 C:0 M:0 Y:0 K:40 R:173 G:175 B:175 ADAFAF 000-65-00Invensys Gray 1 Pantone Cool Gray 1 C:0 M:0 Y:0 K:10 R:224 G:225 B:221 E0E1DD 000-90-00White – C:0 M:0 Y:0 K:0 R:255 G:255 B:255 FFFFFF 000Black Pantone Process Black C C:0 M:0 Y:0 K:100 R:0 G:0 B:0 OOOOOO 000-15-00Silver Pantone 877 C C: – M: – Y: – K: – R:– G:– B:– – –Figure 18. Invensys colour specification chart. The colours shown on this page and throughout these guidelines are not intended to match the Pantone Color Standards. *Pantone® is a registered trademark of Pantone, Inc.
  22. 22. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.19 Typography
  23. 23. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0VerdanaRegularThe quick brown fox jumps over the lazy dog.Regular ItalicThe quick brown fox jumps over the lazy dog.BoldThe quick brown fox jumps over the lazy dog.Bold ItalicThe quick brown fox jumps over the lazy dog.Figure 23. The Invensys system font Verdana.Our system fontVerdana is a system font that is pre-installed on mostcomputers. Verdana is used only for all on-screen andoffice-based applications such as the Invensys website,Microsoft® PowerPoint® and Word®, etc. This ensures(both internally and externally) that on receipt of anytemplates and on viewing websites they can be seen andused as they were intended without the font defaulting toa different font.Verdana is never used in print applications unlessspecified otherwise.2.24 Basic elements Typography: system fontVerdana was chosen from the system fonts as beingclosest in appearance to Avenir Next Pro and is also oneof the most legible fonts for on-screen use. Verdana isavailable in Regular and Bold weights along with italicsof each weight.Verdana colourways – headingsOn a white background, when Verdana is used in largesizes, such as headings or secondary headings, it can becoloured using all of the primary colours; either InvensysGreen, black, white, Invensys Grey 3, Grey 2 or Grey 1.Verdana colourways – body textOn a white background, when Verdana is used as bodytext it can be coloured either black, white, Invensys Grey 3or Invensys Grey 2.Note: Verdana should not be used for setting text in printapplications etc., unless specified otherwise. Avenir NextPro and Foundry Plek are the Invensys corporate fonts andshould be used wherever possible.
  24. 24. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Invensys typographic stylingJust as important as the choice of corporate font,is the way in which the type is set.A distinctive and consistent Invensys typographic stylecan be achieved by applying the following typographicprinciples wherever possible.Do set type… 1 With large display headings in Avenir Next Pro Ultra Light, using sentence case. 2 In sentence case when setting body text (unless specified otherwise). 3 Using italic for emphasis in preference to heavier weights (especially within body text). 4 Ranged left in body text (there should not be word breaks in ranged left setting), while manually adjusting the text for best results. 5 With plenty of surrounding clear space wherever possible to help frame the text. 6 With half line paragraph spaces (in preference to paragraph indents) when space allows it. 7 With generous line spacing. 8 Keeping punctuation to a minimum. 9 With careful character spacing.2.27 Basic elements typography: styling 10 To optimum measures of 8–12 words per line, wherever possible.11 Using true single and double quotation marks (‘,“) not the default feet and inch marks (,").12 With dashes that are true en dashes (–) and not hyphens (-).13 Using hanging punctuation wherever possible.14 With great care and sensitivity.Do not set type… 1 With Text That Use Capital Letters On The First Letter Of Every Word As Shown Here. X 2 in all lower case letters. X 3 Justified (left and right justified together, as shown here). X 4 That has been altered, artificiallycondensed, e x p a n d e d / s t r e t c h e d in any way. X 5 That uses special effects, such as drop shadows, , or underlines (unless an underline denotes a hyperlink), etc. X 6 With excessive additional intercharac ter space, or reduced intercharacter space. X 7 To fill all the available white space on a page. X 8 In fonts other than the corporate fonts specified in these guidelines. XAdhering to these simple principles will give typographicconsistency across all applications and help tostrengthen recognition of the Invensys identity.Using text on a background colourIt is important that text is legible against its backgroundcolour. Refer to the table below for recommended colourcombinations. The secondary colours are not to be usedto colour text, although on secodary colours text can becoloured either black or white.BlackInvensys Grey 2, 3BlackInvensys Grey 3BlackWhiteInvensys Grey 1WhiteInvensys Grey 1, 2BlackInvensys Green BlackInvensys Grey 1, 2, 3Black Invensys Grey 2, 3White BlackInvensys Grey 1, 3Invensys Green WhiteInvensys Grey 1, 2Invensys Green WhiteInvensys Grey 1, 2White BlackInvensys Grey 3Headings – larger sizes Body textWhiteBlackInvensysGrey1InvensysGrey2InvensysGrey3InvensysGreen
  25. 25. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.28 Supporting graphic device – the i-path
  26. 26. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.29 Basic elements Supporting graphic device – the i-path: introductionIntroducing the i-pathThe i-path is derived from the ‘i’ of the Invensys brandmark. It can be used to create an unlimited number ofdifferently shaped paths. The i-path represents a uniqueidea that Invensys brings to a particular problem orscenario and it maps a route from A to B, or from problemto solution. Different paths suggest different ideas anddifferent solutions.Invensys brand mark and i-pathThe i-path is the main supporting graphic device thatprovides strong recognition for the Invensys brand. Itis utilised when the Invensys brand mark is used andappears on every major brand application, see Figure 26.In its construction, the i-path is a simple extension ofthe Invensys ‘i’ from the brand mark, with the sameproportions, see Figure 27. The i-path has roundedexternal corners, and sharp inside corners. The round,ball-like part of the i-path is called the ‘Dot’. The longersection is called the ‘Stem’.A single i-path per applicationOnly one i-path can be used per application. Multiplei-paths are not used together on one application as itmay suggest confusion and create a composition thatis far too busy.Figure 26. The i-path is used when the Invensys brand mark is used.Figure 27. The proportions of the i-path and the‘i’ from the Invensys brand mark are the same.x1.22x1.4xDotStem
  27. 27. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Different forms of i-pathThe i-path stands for different ideas and as such itcan take many different forms. The Dot of the i-pathrepresents the front of the path which the Stem isfollowing. The path that the i-path creates shouldlook very deliberate and simple.Scaling and proportionThe Dot and the Stem scale up and down in size inproportion to each other.Energy and life in the i-pathThe i-path should have a feeling of energy and life andprovide a sense of movement and visual interest toa composition. The i-path should ideally move fromleft to right and/or upwards in a positive way. Movingdownwards may be read as being negative and movingright to left (the opposite to how we read in the West)may be regarded as going backwards. The i-path shouldalways suggest positive, forward movement.2.30 Basic elements Supporting graphic device – the i-path: different formsFigure 28. The i-path in different forms.Straight Stepped Diagonal Curved
  28. 28. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Figure 29. The five ways of using the i-path.Using the i-pathThe i-path can be used in a variety of ways: within a page,bleeding onto a page, bleeding onto a page with croppedDot, bleeding both onto and out of a page and in a waythat gives the impression of perspective.The i-path within a pageThe i-path can be used within a page, surrounded byspace. It can be placed off-centre or centred.The i-path bleeding onto a pageThe i-path can bleed on to a page from either the top,bottom or left-hand side. For the minimum amount ofi-path that should be visible see page 2.33.The i-path bleeding onto a page with a cropped DotThe i-path can bleed on to a page from either the bottom,top or left-hand side and the Dot may be cropped.The i-path with a section bleeding onto and out of a pageA section of the i-path can bleed onto and out of a page,as long as the Dot returns to the page and the i-path is not‘broken’ on more than one occasion. It should be designedso it is easy for the eye to complete the missing section.The i-path in perspectiveThe i-path can be used with perspective when it iscombined with a photographic image. It should reflectthe perspective in the image accurately.a) The i-path within a pagesurrounded by spaced) The i-path with a sectionbleeding onto and out of a pageb) The i-path bleeding onto a page c) The i-path bleeding onto a page with a cropped Dote) The i-path in perspective2.31 Basic elements Supporting graphic device – the i-path: placement
  29. 29. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.32 Basic elements Supporting graphic device – the i-path: constructionFigure 31. How to construct the i-path.Figure 30. Different types of i-path and construction.1. Draw pathStraight Stepped Diagonal Curved2. Add stroke and specifyrounded ends and corners3. Remove the hemisphere from the bottom of the i-path to create a flat base4. Add Dot usingprinciples as shown5. Final i-pathDifferent types of i-pathWhen constructing the i-path first decide what your i-pathwill look like. It can be long, thick or thin, geometric ororganic, it can even overlap itself; see page 2.31, Figure 29.The Stem can combine straight areas, steps, diagonals orcurves together, although it is recommended to minimisethe number of different types used together in this way.Constructing the i-pathFigure 31 shows how the i-path can be constructed usingAdobe® Illustrator® software. Other software can be usedto construct the i-path.1. First draw a path/line using the pen tool.2. Outline this stroke to the required thickness, setting the options in the stroke window/tab to ‘round cap’ and ‘round join’.3. Outline this stroke and remove the bottom hemisphere of the i-path to create a flat base.4. Place the Dot onto the Stem using the principles shown in Figure 30.The resulting i-path is in the same proportions to the ‘i’ inthe Invensys brand mark.Length of the Stem of the i-pathThe length of the Stem of the i-path can be extended tosuit the application if required.xxx x xx xxxx1.22x1.22x1.4x1.4x
  30. 30. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Figure 33. Minimum visible i-path.Figure 32. The minimum amount of i-path on an A4 landscape cover.2.33 Basic elements Supporting graphic device – the i-path: minimum amountMinimum visible i-pathA minimum amount of i-path must be visible on anapplication. The minimum amount is 3x as shown inFigure 33.This is a minimum and the Stem can be lengthenedif necessary.The distance between the Stem and the Dot is alwaysin the proportions shown, irrespective of the size ofthe i-path.If the Dot is to be cropped, see the following page forhow this is achieved.x1.22x1.4x3x
  31. 31. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Cropping the i-path Dot1. To crop the Dot correctly scale your i-path to the desired size.2. Draw guidelines from the Stem over the Dot.3. Where these guidelines intersect the circumference furthest away from the Stem is the point where the Dot is cropped.Enough of the curve on the right-hand side of the Dotneeds to be visible so it can be recognised as a circularshape that has been cropped.The method illustrated in Figure 35 shows the area ofthe Dot that should remain visible when using an i-pathtravelling horizontally or vertically. An i-path travellingat an angle when the Dot is cropped should retainapproximately the same Dot area on the page. Thiswill be determined visually and will depend on theangle of the i-path.Figure 35. Cropping the i-path Dot.Figure 34. The cropped i-path Dot shown on an A4 landscape cover.2.34 Basic elements Supporting graphic device – the i-path: cropping the DotThe Dot with croppedarea shownx0.95xCorrectly cropped i-path Dot
  32. 32. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0The i-path colourwaysThe i-path can only appear in Invensys Green, black orwhite. None of the other primary or secondary colours ortints should be used to colour the i-path.2.35 Basic elements Supporting graphic device – the i-path: colourwaysInvensys Green Invensys Green Black WhiteFigure 36. The i-path with permitted colourways.Invensys Green should be used to colour the i-pathwhenever possible. Only where print restrictions applyshould black or white be used.
  33. 33. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Making appliancesmore efficientTincid unt sociisnostraa aliquetolutpat wisilobortis sit non,vulp utate vitae.Nulla suscipitcurabitur Antequam lacus inmetus erat uimolestie arcuer.Tincid unt sociisnostraa aliquetolutpat wisilobortis sit non,vulp utate vitae.Nulla suscipitcurabitur Antequam lacus inmetus erat uimolestie arcuer.Saving energy, saving the worldLorem ipsum dolor sit amet tempor integeronec lass sit dio ut tempor orci nisl repre hendplacerat congue quis mattis semper liberoenim mam ulla me liquam class vitae uam semneque amet erat nunc lacus.Tincid unt sociis nostraa aliquet olutpat wisilobortis sit non vulp utate vitae mulla suscipitcurabitur onte quam lacus inm etus erat guimolestie arcuer.innovationEastWestNorth1st Qtr 2nd Qtr 3rd Qtr 4th Qtr£1M711149121518141116105Lorem ipsum dolor sit amet tempor integer nec lass sit dio uttempor orci nisl repre henderit ullam corper. Pellentesque anteplacerat. Congue quis mattis semper libero enim. Nam ulla meliquam class vitae uam sem neque amet erat nunc lacus.Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non,vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inmetus erat ui molestie arcuer.ideasTincid unt sociis nostraa aliquet olutpat wisi lobortis sitnon, vulp utate vitae. Nulla suscipitc urabitur Antequam lacus inm etus erat ui molestie arcuer.How the i-path is used with imageryFigure 37 shows how the i-path can be used in differentways with imagery, ranging from being a key feature tosomething that is more recessive. For more informationon Invensys imagery, refer to pages 2.50–2.59.Multiple cut-out images interacting with a flat i-pathThe i-path placed on top of and followingcontours and perspective within an imageThe i-path wraps around theimage and suggests a feelingof depthThe i-path used in a morerecessive way allowing theimage to be dominantThe i-path travels in front and behind elements in the imageFigure 37. Examples with the i-path interacting with imagery.2.36 Basic elements Supporting graphic device – the i-path: with imagery
  34. 34. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0The i-path misusesFigure 40 shows some examples of misuses of thei-path. Showing these examples helps to reinforce ourunderstanding of the correct way to use the i-pathsupporting graphic device.No more than onei-path per pageDo not use anyother colours otherthan Invensys Green,black or whiteDo not re-drawthe radius of the StemNegative direction Negative direction Negative directionDo not use anoutline on the i-pathDo not square offthe top of the StemOuter corner aright angleDo not add elementsto the i-pathDo not placephotography intothe i-pathDo not use thei-path to createan imageDot not properlyproportioned withthe StemThe base of theStem should be flatDo not use theDot on its ownThe i-path toocomplex/meanderingThe spacebetween the Stemand the Dot is incorrectDo not use theStem on its ownFigure 40. i-path misuses.2.39 Basic elements Supporting graphic device – the i-path: misusesThe i-path should always be reproduced using theprinciples outlined on pages 2.29–2.39. Please ensure thatthe i-path is used correctly at all times.
  35. 35. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.48 Imagery
  36. 36. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.49 Basic elements Imagery: introductionInvensys imagery typesInvensys imagery is divided into two types:1. Cut-out.2. Squared-up.Both types use full-colour, photographic images that usenatural lighting and natural colours. They are generallylighter in tone, with the subject always being sharp,unambiguous and in focus (natural-looking depth of fieldeffects and subtle motion blur can be employed as longas the subject remains clear and the image looks natural).They are unstaged, unposed natural images that are in noway artificial. There are no special photographic effectsFigure 50. Squared-up images.Figure 49. Cut-out images.used such as exaggerated contrast or strong grain and novisible image manipulation. Invensys imagery is honest,direct and unambiguous.Cut-out imageryCut-out imagery has the background removed in order tofocus entirely on the subject. The use of powerful, cut-outphotographic imagery helps to create a distinctive andmemorable Invensys look and feel. Cut-out imageryshould be used whenever possible for all primary Invensysimages such as covers, website home pages, exhibitions,etc., especially where the Invensys brand mark is used.White is the default background colour for cut-outimagery, although it can appear on different colouredbackgrounds. Cut-out imagery is another key identifierfor the Invensys brand. For more detailed informationon cut-out imagery see pages 2.51-2.53.Squared-up imagerySquared-up imagery is used when a background isnecessary to add valuable context to the subject, asshown in Figure 50.Squared-up images can take any square or rectangularshape. For more detailed information on squared-upimagery see pages 2.54-2.57.Cut-out Squared-up
  37. 37. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.50 Basic elements Imagery: general principles – Invensys GreenUse of Invensys Green within imageryUsing images that have naturally occurring greenelements in them can be a subtle and effective way ofintroducing green to help identify the Invensys brand.Elements within an image that are to be colouredInvensys Green, should appear green naturally. Forexample, an image containing a green bowler hatwould be not allowed.Figure 51. Use of Invensys Green elements within imagery.
  38. 38. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.54 Basic elements Imagery: general principles – peopleCut-out people imageryPeople imageryPeople imagery is divided into two types:1. Cut-out2. Squared-upInvensys imagery that features people is likely to showeither Invensys people, Invensys clients, their customersor a mixture of all three.Collaboration and images of people working togethershould be given top priority when choosing people imagery.People imagery should ideally use cut-outs, but squared-upimages can also be used if the background providesnecessary context.People imagery checklistThe following checklist should be used when choosingor commissioning people imagery:1. Does it work as a cut-out?2. Candid/real situations.3. Collaboration.4. Active people.5. Bright, natural light.6. Optimistic, positive scenes.7. Consider a dynamic asymmetric placement in the composition.8. Simple, clean, uncluttered, graphic shapes.Consider the words and the message that needs tobe communicated when choosing people imagery, asimagery and words need to work effectively together.Figure 55. Invensys people imagery.Squared-up people imageryCut-outSquared-up
  39. 39. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.55 Basic elements Imagery: general principles – productsProduct imageryProduct imagery is divided into two types:1. Cut-out.2. Squared-up.These can be used in a variety of ways; a hero/beautyshot photographed straight on, with or without a shadow,bleeding off a page and a 3/4 view.Product imagery should ideally use cut-outs, but squared-up images can also be used if the Invensys product needsto be shown in its necessary context, e.g. within a client’sdevice or product or with a background.Product imagery checklist1. Does it work as a cut-out?2. Simple, clean, uncluttered, graphic shapes work best.3. Bright, natural lighting (no artificially coloured lighting).4. Consider a dynamic asymmetric placement of the product in the composition.Cut-out product imageryFigure 56. Invensys product imagery.Squared-up product imageryCut-outSquared-up
  40. 40. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Object imageryObject imagery is divided into two types:1. Cut-out.2. Squared-up.Object imagery can be very small objects such as awhistle or very large objects such as a factory or plantas shown in Figure 57.Object cut-out imageryThese can be used in a variety of ways; captured straighton, both with or without a shadow, bleeding off a pageand a 3/4 view.Object squared-up imageryObject squared-up imagery is used when a backgroundis necessary to add valuable context to the subject.These can be anything from a close-up detail to alarge-scale scene.2.56 Basic elements Imagery: general principles – objectsCut-out object imageryFigure 57. Invensys object imagery.Squared-up object imageryCut-outSquared-up
  41. 41. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Imagery metaphorsVisual metaphors can be a very powerfulcommunication tool.A visual metaphor is used to communicate an idearather than show the literal subject. Sometimes a literalphotograph isn’t appropriate or even possible, e.g. whenrepresenting a service and so here a visual metaphorcould be used.Visual metaphors work most effectively when combinedwith words and therefore both should always beconsidered together.An Invensys visual metaphor should be a natural-lookingimage and should not be artificially constructed orcontrived. It should be something that could be seen inthe real world, either an object or scene.The criteria for an effective metaphor image is as follows:1. Chosen to work in conjunction with text headings (to complement or contrast with one another).2. Metaphor and text should communicate better than words alone.3. Immediate and obvious meaning. Easily understood and totally unambiguous. (Images should be relevant to each region and local culture.)2.57 Basic elements Imagery: general principles – metaphorsFree to invent Unique solutionsKnow yourcustomerEvolutionFigure 58. Invensys metaphor imagery.WorkingtogetherConnectingwith our clientsOpenCut-outSquared-upCut-out metaphor imagerySquared-up metaphor imageryTeamwork
  42. 42. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Benefit imageryThis kind of imagery should be informal, capturing realpeople, be honest and have a sense of spontaneity aboutit. This imagery captures a moment. It is not posed orover styled. Settings should be natural, light, airy andcontemporary.Figure 59. Invensys benefit imagery.2.58 Basic elements Imagery: general principles – benefit
  43. 43. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Imagery misusesHere are some examples demonstrating what should beavoided when choosing images. The selection of goodFigure 60. Imagery misuses.2.59 Basic elements Imagery: general principles – misusesphotography requires special attention and isa crucial element in achieving a successful brand image.Do not use imagery that istoo playfulDo not use imagery thathas been manipulated tocreate an effectDo not use imagery that istoo darkDo not use imagery that isnot seen in the real worldDo not use imagery thatconveys negativityDo not apply an effect to animage other than a naturalshadowDo not use imagery thatfeatures old technologyDo not use abstract imageryDo not combine imagesto create artificial scenesDo not use shapes otherthan a rectangle or squareto frame imagesDo not use imagery that hasan ‘unreal’ perspectiveDo not use imagery that hasbeen coloured Invensys Greenthat would not naturally be green
  44. 44. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.60 Examples
  45. 45. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Annual Report 2010Capabilities2.61 Basic elements Examples: Literature – literature coversFigure 61. Example literature covers.Literature paper stockMatt/satin coated art paper, high white.Cover stock: approximately 350–400+ gsmText stock: approximately 170–220gsm
  46. 46. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.62 Basic elements Examples: Literature – literature cover and advertisementFigure 62. An example literature cover and magazine advertisement.Free to inventSotae nulla suscipit kem curabitur mnte quam malesada proin venati nullaligula integer alo porkiw lamins eitr pon nulla hit volutpat velit ipsumjeue massa quam ipse iaculi.Corporate Profile 2010Sotae nulla suscipit kem curabitur mnte quam malesada proin venati nullaligula integer alo porkiw lamins eitr pon nulla hit volutpat velit ipsumjeue massa quam ipse iaculi.
  47. 47. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.63 Basic elements Examples: Literature – A4 coversWelcomePackWelcome Pack Making appliancesmore efficientFigure 63. Example A4 covers.Literature paper stockMatt/satin coated art paper, high white.Cover stock: approximately 350-400+ gsmText stock: approximately 170–220gsm
  48. 48. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.64 Basic elements Examples: Literature – A4 spreadLorem ipsutempor orcplacerat. Cliquam clasTincid untvulp utateetus erat uideasTincid unt sociis nostraa aliquet olutpat wisi lobortis sitnon, vulp utate vitae. Nulla suscipitc urabitur Antequam lacus inm etus erat ui molestie arcuer.iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiii iiiiiiii iiiiiiii iiiiiiii iiiiiiiiiiiiiiiiiiiinformationLorem ipsum dolor sit amet temporinteger nec lass sit dio ut tempor orcinisl repre henderit ullam corper.Pellentesque ante placerat. Conguequis mattis semper libero enim. Namulla me corper mus lectus in odiopraesent. Muam sed donec sed fugitliquam class vitae uam sem nequeamet erat nunc lacus.Tincid unt sociis nostraa aliquetolutpat wisi lobortis sit non vulp utatevitae. Nulla suscipitc urabitur antequam lacus inm etus erat ui molestiearcuer lorem ipsum.Dolor sit amet tempor integer neclass sit dio ut tempor orci nisl reprehenderit ullam corper. Pellentesqueante placerat. Congue quis mattissemper libero enim. Nam ulla mecorper mus lectus in odio praesent.Muam sed donec sed fugit liquamclass vitae uam sem. Tincid unt sociisnostraa aliquet olutpat wisi lobortissit non vulp utate vitae. Nulla suscipitc urabitur ante quam lacus inmeretus erat ui molestie arcuer.Tincid unt sociisnostraa aliquetolutpat wisilobortis sit non,vulp utate vitae.Nulla suscipitcurabitur Antequam lacus inmetus erat uiSaving energy, saving the worldFigure 64. Example A4 spreads.Literature paper stockMatt/satin coated art paper, high white.Cover stock: approximately 350–400+ gsmText stock: approximately 170–220gsm
  49. 49. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.65 Basic elements Examples: Literature – A4 spread cont.Lorem ipsum dolor sit amet tempor integer nec lass sit dio uttempor orci nisl repre henderit ullam corper. Pellentesque anteplacerat. Congue quis mattis semper libero enim. Nam ulla meliquam class vitae uam sem neque amet erat nunc lacus.Tincid unt sociis nostraa aliquet olutpat wisi lobortis sit non,vulp utate vitae. Nulla suscipitc urabitur Ante quam lacus inmetus erat ui molestie arcuer.ideasTincid unt sociis nostraa aliquet olutpat wisi lobortis sitnon, vulp utate vitae. Nulla suscipitc urabitur Antequam lacus inm etus erat ui molestie arcuer.iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiormationemporpor orciper.onguem. Namodioed fugitequeetulp utateantemolestier necrepreesqueattismeesent.quamnt sociisbortissusciinmerFigure 65. Example A4 spread.
  50. 50. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.66 Basic elements Examples: Literature – A4 spreads cont.i iiiiiiiiiiiiiiiiiiiTincid unt sociisnostraa aliquetolutpat wisilobortis sit non,vulp utate vitae.Nulla suscipitcurabitur Antequam lacus inmetus erat uimolestie arcuer.Tincid unt sociisnostraa aliquetolutpat wisilobortis sit non,vulp utate vitae.Nulla suscipitcurabitur Antequam lacus inmetus erat uimolestie arcuer.Saving energy, saving the worldFigure 66. Example A4 spread.
  51. 51. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.67 Basic elements Examples: Literature – A4 spreads cont.innovation£1MWorkingtogetherLorem ipsum dolor sit amet, temporinteger neclass sitdio ut tempor orcinisl, repreha enderit ullam corp ellentesque ante place ratongue quis mattissemper libero enim nam ullam corpermus, lectus in, odio praesent quamsed, donec sed fugit liquam classvitaeuam, neque amet, erat nunc lacus.Tincidunt sociis nostra omnis a aliquetvolutpat wisi lobortis sit non, vulputatevitae. nulla suscipit kem curabitur mntequam lacus in, metus eratdui molestiearcu maiso malesuada proin venenatinulla ligula integer porkiw lamins eitro.In nulla hit volutpat velit ipsumtristique massa quam ipsumeo quisqueidet rna dapibusarius just in e, lectusvitae ibh lectus non magna ipsumitvitae amet proin mauris metus wisineque rcu integer pede iaculis eratmollis petium.iiiiiiiiiiiiiiiiFigure 67. Example A4 spread.
  52. 52. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Steve Devany Head of Corporate CommunicationsT +44 (0)20 7821 3758 F +44 (0)20 7821 3709M +44 (0)7970 59 39 41 E steve.devany@invensys.comInvensys plc, Portland House, Bressenden PlaceLondon SW1E 5BF, United Kingdomwww.invensys.com2.68 Basic elements Examples: stationery – business cardsInvensys business cardsBusiness card front1. Brand markSize: 40mm.Alignment point 1 and 3.Colour: Invensys Green.2. i-pathColour: Invensys Green.3. Person’s nameFont 7/11pt Avenir Next Pro Demi, ranged left.Colour: black.Note: qualifications do not appear on businesscards.4. Job titleFont 7/11pt Avenir Next Pro Regular, ranged left.Paragraph space 5.5pt after job title.Colour: black.5. Address detailsFont 7/11pt Avenir Next Pro Regular, ranged left.Paragraph space 5.5pt after address details.Maximum line length 74mm.Colour: black.
  53. 53. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.68 Metric stationery Business card: dual language specifications1. Brand markSize: 40mm.Alignment point 1 and 3.Colour: Invensys Green.2. i-pathColour: Invensys Green.3. Person’s nameFont 7/11pt Avenir Next Pro Demi, ranged left.Colour: black.Note: qualifications do not appear on business cards.4. Job titleFont 7/11pt Avenir Next Pro Regular, ranged left.Paragraph space 5.5pt after job title.Colour: black.5. Address detailsFont 7/11pt Avenir Next Pro Regular, ranged left.Paragraph space 5.5pt after address details.Maximum line length 74mm.Colour: black.Steve Devany Head of Corporate CommunicationsT +44 (0)20 7821 3758 F +44 (0)20 7821 3709M +44 (0)7970 59 39 41 E steve.devany@invensys.comInvensys PLC, Portland House, Bressenden PlaceLondon SW1E 5BF, United Kingdomwww.invensys.com6329.37.45.3640 3323451Steve Devany Head of Corporate CommunicationsT +44 (0)20 7821 3758 F +44 (0)20 7821 3709M +44 (0)7970 59 39 41 E steve.devany@invensys.comInvensys PLC, Portland House, Bressenden PlaceLondon SW1E 5BF, United Kingdomwww.invensys.com6329.37.45.36403323451Figure 10.Dual language business card specifications.
  54. 54. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.69 Basic elements Examples: stationery – letterhead and compliments slipDateYour refOur refAddressee’s nameDepartment nameCompany nameStreet nameCityPostcodeDear A N OtherTitle or subject of the letter set in Verdana Bold9/14 Nad minim veniam esta quis nostrud exerci tation ullam corper suscipit lobor tisnislut aliquip. Sed diam nonummy nibh euismod tinc idunt ut laoreet dolore magnaaliquam erat volutpat wisi enim ad minim veniam esta quis nostrud exerci tation ullamcorper suscipit lobortis blandit praes ent lupta tum a sit amet consec tetuer.Nad minim veniam esta quis nostrud exerci tation ullam corper suscipit lobor tis nislutaliquip. Sed diam nonummy nibh euismod tinc idunt ut laoreet dolore magna aliquam eratvolutpat wisi enim ad minim veniam esta quis nostrud exerci tation ullam corper suscipitlobortis blandit praes ent lupta tum a sit amet consec tetuer adipya scing elit.Subhead set in Verdana BoldSed diam nonummy nibh euismod tinci dunt ut laoreet dolore magna aliquam eratvolutpat wisi enim ad amet consect etuer adipya scing elit.Duis autem vel eum iriure dolorin hendre rit in vulput ate velit esse molestie a deconse quat vel illum dolore feugiat.SincerelyNamePositionInvensys plc, Portland House, Bressenden Place, London SW1E 5BF, United KingdomT +44 (0) 20 7834 3848 F +44 (0) 20 7834 3879 www.invensys.comRegistered Office: Portland House, Bressenden Place, London SW1E 5BF, United Kingdom, Registered in England No. 16 60 23Figure 69. Examples of printed letterhead and compliments slip.Compliments slip frontCompliments slip reverse with options
  55. 55. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0Figure 70. Example PowerPoint® presentation.2.70 Basic elements Examples: PowerPoint® presentationOpening slide Title slide Text slide Text slide with imagePresentation title in Verdana,upper and lower case 32ptPresented to name/sPresented by name of presenterDivision name, e.g. Invensys Rail00 Month, 2009© 2009 Invensys. All Rights Reserved. PT0000.The names, logos, and taglines identifying the products and services of Invensys are proprietary marks of Invensysor its subsidiaries. All third party trademarks and service marks are the proprietary marks of their respective owners.Slide 3 © Invensys 00/00/00 Invensys proprietary & confidential Slide 3 © Invensys 00/00/00 Invensys proprietary & confidentialMaster text first level. This text is set in Verdana 18pt with 24ptlinefeed. Maximum width 9.06".• Second level text set in Verdana 18pt with 24pt linefeed.– Third level text set in Verdana 16pt with 20pt linefeed.• Fourth level text set in Verdana 15pt with 18pt linefeed.~ Fifth level text set in Verdana 14pt with 17pt linefeed.Master text first level. This text is set in 18pt Verdana with 24ptlinefeed. This text is set in 18pt Verdana with 24pt linefeed.To emphasise a word or phrase, set the text in Verdana Italicas shown in this sentence.Introduction pageSlide 3 © Invensys 00/00/00 Invensys proprietary & confidentialImage with text6.7.8.9.10.Master text first level. This text isset in Verdana 18pt with 24ptlinefeed. Maximum width 4.33".• Second level text set in Verdana18pt with 24pt linefeed.– Third level text set in Verdana16pt with 20pt linefeed.• Fourth level text set in Verdana15pt with 18pt linefeed.~ Fifth level text set in Verdana 14ptwith 17pt linefeed.Graphic slide Flow chart slide Section slide Full-bleed image slideSlide 3 © Invensys 00/00/00 Invensys proprietary & confidentialTypical bar chart with textMaster text first level. This text isset in Verdana 18pt with 24ptlinefeed. Maximum width 4.33".• Second level text set in Verdana18pt with 24pt linefeed.– Third level text set in Verdana16pt with 20pt linefeed.• Fourth level text set in Verdana15pt with 18pt linefeed.~ Fifth level text set in Verdana 14ptwith 17pt linefeed.East West North1st Qtr 2nd Qtr 3rd Qtr 4th Qtr71116£1M10121531141116105Slide 3 © Invensys 00/00/00 Invensys proprietary & confidentialTypical flow diagramOption aOption gOption bOption hOption cOption iFlowchartOption fOption eOption dSlide 3 © Invensys 00/00/00 Invensys proprietary & confidentialSection title thatruns onto two lines3Slide 3 © Invensys 00/00/00 Invensys proprietary & confidentialTitle to dark full bleed image
  56. 56. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.02.71 Basic elements Examples: email signatureSteve DevanyHead Of Corporate CommunicationsInvensys PLCPortland HouseBressenden PlaceLondon SW1E 5BFUnited KingdomT +44 (0)20 7821 3758M +44 (0)7970 593941F +44 (0)20 7821 3709E steve.devany@invensys.comwww.invensys.comThis e-mail is confidential and may well also be legally privileged. If you have received it in error, you are on notice of its status. Please notify us immediately by replye-mail and then delete this message from your system. Please do not copy it or use it for any purposes, or disclose its contents to any other person. Thank you foryour co-operation. Please contact our Helpdesk on +44 (0)20 7821 3848 or email inet.hqhelpdesk@invensys.com if you need assistance.Invensys plc is a company registered in England and Wales with its registered office at Portland House, Bressenden Place, London, SW1E 5BF (Registered number 166023).Steve DevanyHead Of Corporate CommunicationsInvensys plcPortland HouseBressenden PlaceLondon SW1E 5BFUnited KingdomT +44 (0)20 7821 3758M +44 (0)7970 593941F +44 (0)20 7821 3709E steve.devany@invensys.comwww.invensys.comThis e-mail is confidential and may well also be legally privileged. If you have received it in error, yoe-mail and then delete this message from your system. Please do not copy it or use it for any purpoyour co-operation. Please contact our Helpdesk on +44 (0)20 7821 3848 or email inet.hqhelpdesk@Invensys plc is a company registered in England and Wales with its registered office at Portland HouFigure 71. Example email signature.Invensys email signatureFigure 71 shows the Invensys email signature.Please contact Daniel Griffiths, CommunicationsProject Manager (see contacts page 2.79) for emailsignature template.
  57. 57. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.03.00 Messaging
  58. 58. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.03.02 How to use this section3.03 Our positioning3.04 What we want our clients to think3.05 Key messages for divisions3.06 Invensys Operations Management3.07 Invensys Rail3.08 Invensys Controls3.09 Supporting ideas3.01 Basic elements Contents
  59. 59. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.0All visuals and verbal messages should reinforce the Invensys brandpositioning to ensure that Invensys is seen as a truly open company.This section shows how ‘An open approach’ is brought to life in ourverbal communications.Specifically, this section illustrates how we can address our clients’ keyneeds and how the three divisions should communicate.The messages in this section are not advertising messages or copy formarketing communications. These are the overarching messages thatshould guide Invensys communication and behaviour.3.02 Messaging How to use this section
  60. 60. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.03.03 Messaging Our positioningAn open approachInvensys believes the real key to maximising potential ultimatelylies in an open approach.This belief shapes:• The way we work• Our mindset and approach• The solutions, technologies and products we develop with our clientsOur unwavering commitment to transparency, collaboration andflawless execution gives our clients the clarity and control theyneed to meet the challenges they face.As the unquestioned leader in providing industries with openthinking and open technologies, Invensys provides clients withthe ability to move ahead with confidence.
  61. 61. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.03.04 Messaging What we want clients to thinkAfter seeing and reading Invensys communications, we want our clientsto take away the following thought:“Invensys and openness are synonymous. They have a fundamental beliefthat the only way to achieve real high performance is through an openapproach.And it comes through in everything they do – it’s the way they work withus, their approach to solving problems and the solutions they develop.”When creating Invensys marketing materials, you should keep this inmind as an overarching message to communicate.
  62. 62. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.03.05 Messaging Key messages for divisionsInvensys Operations ManagementOpen architecture solutions.Open and collaborative way of working with clients.Open minds for market-leading innovation.Solutions that unleash the potential of your business.Unparalleled access to real-time data.Cross-industry/product expertise applied toyour business.Holistic solutions for the client’s business and industry,not just products.Invensys RailOpen and transparent way of working with customers.Customisable products and solutions that work withexisting architecture.Real-time data that is openly shared across systems.Holistic solutions for the business, not just products.Providing ‘open’ networks through greaterinteroperability.Invensys ControlsIndustry-leading innovations due to an open-minded,collaborative and proactive approach to solvingclients’ issues.Open and collaborative way of working ensures the bestvalue for money.Partnerships to ensure clients get the best solution fortheir business.‘An open approach’ is the Invensys corporate brand positioning. This idea should betailored at the divisional level because each division has specific needs. This page showshow each division’s key messages are customised. The following pages show how thesemessages address industry needs.
  63. 63. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.03.06 Messaging Invensys Operations ManagementInvensys Operations ManagementIndustry needsAn enterprise-wide view to enable better decision-making.A platform that enables expansion instead of a piecemealapproach, e.g. plant-by-plant upgrades.Dialogue between suppliers and customers in order to keepahead of the latest industry requirements.Customisable solutions, e.g. a packaged software that canbe configured.Complete services with consultants to help fill in knowledgegaps and anticipates needs.Need solutions, not products and suppliers who are partners.Key messagesInvensys’ solutions’ open architecture ensures clients canmaximise the potential of their assets as they provide unparalleledcompatibility with other systems, freeing clients to work withmultiple suppliers and sites.Our open solutions are flexible to work across platforms andgrow with your organisation.Invensys’ open systems allow data to be shared across theorganisation vertically and horizontally, from the plant tothe boardroom.Our open-minded thinking allows us to be innovative, to keepahead of our clients’ ever-changing needs.Our open and collaborative way of working with clients ensuresthat we provide complete solutions tailored to their needs.
  64. 64. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.03.07 Messaging Invensys RailIndustry needsSolutions that work with legacy systems because the majority ofprojects are brownfield.Ongoing support of legacy solutions.Experience and learning from other markets to apply best-of-classsolutions to a client’s problems.Innovation that’s proven and drives efficiency.Innovation that is developed in partnership.Partnership approach to working (especially important for consortiums).Long-term relationships where the supplier knows and anticipatesclient needs.Thorough understanding of the requirements for each region.Real-time information that’s easily understood to make better decisions.Flawless execution – no room for error.Invensys RailKey messagesInvensys’ solutions are open because they are compatible with othersystems, freeing clients to work with multiple suppliers.Invensys’ open solutions are flexible to work across platforms and growwith your organisation.Invensys’ open systems allow data to be shared across various systems.Our collaborative approach and interoperability of our solutions makeus an ideal partner, for railways and other solutions providers.Our open-minded thinking allows us to be innovative and to stay aheadof the changing requirements of the rail industry, ensuring we can meetthe current and future needs of our clients.Our open and collaborative way of working with clients ensures that weprovide complete solutions tailored to your needs.Invensys approaches client relationships for the long term and as apartnership, helping to develop new and industry-leading products.
  65. 65. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.03.08 Messaging Invensys ControlsIndustry needsReliability – need to know things will work and have been tested.Trust and a good standard of service, e.g. open communication forlate shipments.Given the competitive nature of the industry, value for moneyis important.Proactive and consultative approach (especially for high-end clientssuch as Sub-Zero fridges, Inc. etc.).Invensys ControlsKey messagesInvensys is open and transparent when working with clients.Our open-minded thinking enables Invensys to continually test andmake products more efficient.Our open and collaborative way of working with clients ensures thatwe will provide the best value for money.Invensys works in a proactive manner with clients to innovate, bothin terms of products and processes.
  66. 66. Sections Contents ReverseInvensys brand guidelines. June 2009 ©Invensys. Version 1.03.09 Messaging Supporting ideas‘An open approach’ is underpinned by several supporting ideas. Although these ideasare not the focus for messaging, they should be communicated as and when relevant.As messages become more specific to a product or service, they will focus more onthese key benefits.Key ideasFocused expertiseIntegration capabilitySolutions focusHardware agnosticismInnovationRelationship capabilitiesOpen cultureCollaborative approachIn-house expertiseUnderpinning ideasControlFlawless executionReal-time solutionsMarket-leading productsTechnology capabilitiesReliabilityClarityIntegrityHeritageEase of implementation and useCompete from M&I to MESResponsiveness

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