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Brand Marketing Guidelines

Corporate Logo Guidelines

Brand Marketing Guidelines
Corporate Logo Guidelines 10/01
Corporate Logo Guidelines
The ChemConnect logo represents our corporate brand identity and its integrity must be strictly maintained
in order to continue to build and protect our brand.
Chemconnect Logo
The ChemConnect logo represents ChemConnect the company, and the products and services we provide.
When our logo is being used with other company logos or identities it should be equal or larger and
placed prominently.
The ChemConnect logo must always be accompanied by symbol.
In order to preserve a consistent image, new designs or marks should not be created as it will cause
confusion and dilute our identity.
In addition, to ensure that we continue to reinforce our brand name, the swirl should not be used as a
stand alone element. The swirl must always be accompanied with the ChemConnect name.
Always use a capital letter for the initial and middle C . The should appearat the first or most
prominent mention in text (but not in headlines or titles, for aesthetic reasons).
The ChemConnect logo should be used as follows:
Corporate Identity: As the corporate signature on ChemConnect business cards, stationery and e-mail sign offs.
Marketing Materials: As our corporate identifier placed prominently on all materials, as well as the corpo-
rate sign-off on the back cover of two sided pieces. Includes:
Printed materials
Advertising online and print
Web including
External training programs/workshops
Other communications to Members:
1. Direct marketing programs such as e-mails and newsletters
2. Materials relating to sales programs which target
3. Specific Member training
Presentations: Use as the opening and closing mark and as the corporate identifier on slides, overheads,
video and electronic presentations.
Promotional Items: As the corporate signature on all promotional items.
Event Materials: Booth graphics.
ChemConnect Programs, Publications and Internal Groups: All other ChemConnect communications
including press releases, internal departmental communications and documentation.
Brand Marketing Guidelines
Corporate Logo Guidelines 10/01
Reproduction Specifications
The ChemConnect logo must always appear exactly as shown. The letters and spacing are shown in the correct
design and proportions. No text or graphic may touch the edges of the logo. Digital files for each treatment
are available at should require no manipulation (except for sizing).
Preferred format - Horizontal logo
This is the preferred format for the ChemConnect
logo and should always be used unless there is
insufficient space.
Stacked logo
Should be used as an alternative in communications
where space is at a premium and the preferred
horizontal format will not work.
Note: The area beneath the logo should not be used for the ChemConnect URL. This area is being reserved for the future, if/when a
revised corporate tagline is developed.
Brand Marketing Guidelines
Corporate Logo Guidelines 10/01
Minimum Size
The minimum size of the ChemConnect logo will depend on the type of communication vehicle. When our logo is being used with
other company logos or identities it should be equal or larger in size and placed prominently.
The ChemConnect logo must always be accompanied by symbol.
28mm 21mm
Minimum Logo Size
Usage Horizontal Vertical
Print 28mm 21mm
Web 100 pixels 95 pixels
Minimum Print Size
Minimum Clear Space
In order to stand out as a distinctive element and to maintain the integrity of our corporate identity, the area around our logo must
be kept clean and uncluttered, text and other graphics should not overlap or intrude on the clear space.
The minimum clear space distance should be 75% of the height of the h in the ChemConnect logo.
Brand Marketing Guidelines
Corporate Logo Guidelines 10/01
Logo Colors
ChemConnect logo color specifications are determined by the medium in which it is presented and/or the
method by which the logo is produced.
Full Color Logo Treatments
The full color logo is preferred and should be used unless the communications piece allows only a one-color treatment.
Web Color/RGB Treatment*
4-Color/CMYK Treatment
Spot Color/Pantone Treatment
Red Swirl: RGB: 153, 0, 0
Logotype: RGB: 0, 0, 102
Blue Dot: RGB: 0, 0, 102
Orange Swirl: RGB: 248, 153, 56
Red Swirl: 0c 100m 65y 34k
Logotype: 100c 72m 0y 18k
Blue Dot: 100c 72m 0y 18k
Orange Swirl: 0c 27m 100y 0k
Red Swirl: Pantone 201
Logotype: Pantone 280
Blue Dot: Pantone 280
Orange Swirl: Pantone 130
*The corresponding Hexadecimal/HTML values for the RGB colors are: Brick #990000, Blue #000066, Orange #FF9933
Brand Marketing Guidelines
Corporate Logo Guidelines 10/01
One Color Logo Treatments
When full color is not possible the following one-color options may be used. Both positive and reverse options are shown. In limited color
applications, the use of the black (positive) and black or blue (reverse) are preferable. However, each situation has many variables and
color usage should be carefully considered according to the specifics of the project. In choosing between positive or reverse, the option
which provides the greater contrast with the background should be used.
Positive Options
Reverse Options
100% Black
100% White
Brand Marketing Guidelines
Corporate Logo Guidelines 10/01
Background Colors
Ideally the full color logo should only be placed on a white or gray background. If the ChemConnect Logo is to
be placed on a patterned or graphically complicated background, use a white box and the minimal clear area to
help distinguish the logo.
Incorrect Usage
Correct Usage
Brand Marketing Guidelines
Corporate Logo Guidelines 10/01
Unauthorized Logo Treatments
In order to build and reinforce our brand image it is vital to maintain consistency in our logo treatments.
The following are examples of INCORRECT treatments and SHOULD NOT be used.
Altered proportions of swirl to logotype
Swirl without logotype
Altered proportions and position of swirl to logotype
Altered color scheme of swirl Altered color scheme of logotype
Altered logotype Improper one color treatment
Improper positioning of URL - should be a separate element Improper reverse treatment
Logotype without swirl