Yokogawa CI Design System

Basic Design System 1

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※当社との関連 PJT 完了後は必ず破棄ください。
2016.03.07 貸出：
横河電機コーポレート・コミュニケーション室

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March 31, 2016
1. Basic Design System Yokogawa CI Design Sys tem - Basic Design System [ E ]

Contents

00 Preface 03b Official Corporate Name Logotype: Foreign Affiliated Companies

01a CI Design System for the Yokogawa Group 04a Combining the Trademark and Corporate Name Logotype
01b Corporate Symbol and Corporate Brand Logotype 04b Combining the Trademark and Communicaiton Logotype
01c Trademark 05a Prescribed Typefaces
02a Official Corporate Colors : Symbol and Supporting Material 06 Examples of Incorrect Trademark Usage
02b Official Corporate Colors of the Yokogawa Trademark 07 Layout Regulations
02c Authorized Color Alternatives for the Yokogawa Trademark 08a Trademark Design and Grid Scales
03a Official Corporate Name Logotype of Yokogawa Headquarters 08b How to make Corporate Symbol: Diagramming Conventions

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Preface Yokogawa CI Design Sys tem - Basic Design System [ E ] 00

To ensure that the heart and soul of the Yokogawa corporation is correctly estab-
lished in the corporate image, this CI manual contains specifications for all aspects
of corporate communication.
The aim of the Yokogawa CI Design System described in this manual is to establish
a framework on which to build a corporate image that is exactlyright for today.
The cooperation of each and every employee is required to establish the “essence
of Yokogawa” through every kind of communication media. Thus, to all those
involved with Yokogawa, I would like to request your full cooperation.

Significance of Yokogawa’s CI Design System

The Yokogawa CI Design System conveys a clear sense of our new corporate direc-
tion to the public. Our aim is to have the new corporate symbol serve as the core of
this communication, allowing all communication activity to be integrated so that
the correct corporate image is established both within and outside the cooperation.

CI Manual Configuration
The Yokogawa CI Design System consists of a basic design system and an applica-
tion design system.
The basic design system consists of four basic elements: the corporate symbol, the
corporate brand logotype, the corporate colors and the corporate name logotype.

Note: This manual contains many examples which will guide the design for
specific applications. However, when a corresponding example cannot be
found, or when problems arise in the reproduction of specific elements,
please contact Corporate Communication Dept., Yokogawa at the number
given below. If you have any questions regarding the CI Design System, feel
free to contact Corporate Communication Dept.

E-mail address: cb@ml.jp.yokogawa.com

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CI Design System for the Yokogawa Group Yokogawa CI Design Sys tem - Basic Design System [ E ] 01a

Classification of the Yokogawa Group of Companies

The Yokogawa Group has emerged as a world leader in measurement, automation, The corporate symble and corporate brand logotype instill a sense of the
and information systems, and is now expanding its business activities on a global YOKOGAWA business philosophy and social responsibility.
level. The key to success has been the unity and cooperation that exists among all Each YOKOGAWA company (continuously strives to achieve)(is unfailing in their
companies in the Yokogawa Group, all of which share the same corporate symble pursuit of) ... a more advanced, more desirable, and more appealing image of their
and the brand name “YOKOGAWA”. company, inevitably enhancing the image of the whole Yokogawa Group.

Group Items Regulated by the CI Manual

All items. But the regulations do not

Yokogawa Headquarters(YHQ) and
apply to those companies which are
G1 Yokogawa Subsidiaries
subject to strategic or political reason.

The regulations apply only to business

cards, signs, and vehicles. For other
G2 YOKOGAWA affiliated companies items subject to CI regulations, please
consult YHQ Corporate Communications Dept.

G3 Non YOKOGAWA Group companies In general, the regulations do not apply.

The regulations apply only to business

cards, signs, and vehicles. For other
Sales and Service Representatives
G4 items subject to CI regulations, please
consult YHQ Corporate Communications Dept.

Note : This manual does not apply when the Yokogawa corporate symbol and corporate
branding are used in conjunction with any part of the trademark of the limited partner.

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Corporate Symbol and Corporate Brand Logotype Yokogawa CI Design Sys tem - Basic Design System [ E ] 01b

Corporate Symbol
The corporate symbol is the key element in the YOKOGAWA CI Design. The symbol reflects the values and The Symbol
ideals of the corporation, acting as an emblem for each YOKOGAWA employee. It symbolizes a dynamic, yet
balanced corporation which provides products of real value, and stands for YOKOGAWA, a “Creator of Superb
Products.” The symbol was inspired by an image of the sun as the provider of energy for all life on earth, and
is therefore, an affirmation of YOKOGAWA’s commitment to the all humankind through the development of the
industrial sector. The strong diamond shape represents stability and balance, an indication of Yokogawa’s
determination and confidence. The supporting curves convey the upward direction of the corporation while at
the same time reflecting the warmth of the YOKOGAWA heart and the partnership with our customers. The
straight lines on the otherhand, represent the firm direction of the business and the dedication to quality,
accuracy and advancement applied to the production of good and services. This sharp lines and soft curves on
the corporate symbol represent the combination of feeling and substance, the affinity between measurement
and control, and the strong relationship between the company and its customers. The corporate symbol is the
color of the sun. The hue, known as YOKOGAWA YELLOW, represents energy and benevolence. Together the
shape and color convey the YOKOGAWA mission, appealing
to the heart and mind of those both within and outside the corporation.

Use of the Corporate Symbol

The corporate symbol is used in conjunction with the corporate brand logo “YOKOGAWA” (trademark). It may Standard Version
be shown independently as a more symbolic item on such things as corporate banner or corporate badge.

Corporate Brand Logotype

The corporate brand name, in conjunction with the corporate symbol, communicates the fundamental image of
the corporation. The corporate brand “YOKOGAWA” is common to each company in the Yokogawa Group which Enlarged Version
is subject to CI. Given the diversification and globalization of the corporation’s business activities, this brand
name will play an increasingly significant role in communicating the YOKOGAWA brand. Therefore, in order to
increase brand recognition, the corporate brand name should be used widely and consistently for both internal
and external communications. A reduced version and an enlarged version of the logotype have been prepared
to cater for different communication requirements. The reduced logotype is used for printing, while the Reduced Version
enlarged logotype is used for outdoor advertisements or signboards.

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Trademark Yokogawa CI Design Sys tem - Basic Design System [ E ] 01c

Trademark ( Standard type YA1, YB1 )

YA1 YB1
There are two versions of the official corporate trademark - YA1
and YB1, both of which combine the corporate symbol and brand
logotype to express the fundamental YOKOGAWA vision. It is
recommended that one of these versions be selected and applied
for the majority of applications, but also that consideration be
given to the design criteria of the specific application and the
characteristics of the particular form of communication employed.

For all trademark applications, departure from the prescribed

symbol and logotype arrangement or the prescribed fonts and font
styles is strictlyprohibited. Moreover, a clean proof must be used
for all reproductions.

Alternative versions of the trademarks (YA2, YB3) YA2 YB3

The YA2 and YB3 versions can be used for those cases when the
standard trademark is not suitable. YA2 can be used on thick sales
documents, etc. when the largest possible symbol is preferred.
YB3 can be used for street signs, exhibitions and narrow sales
documents, or whenever there isn’t enough horizontal space to
contain the whole trademark.

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Official Corporate Colors: Symbol and Supporting Material Yokogawa CI Design Sys tem - Basic Design System [ E ] 02a

The color of the sun has been chosen for YOKOGAWA’s corporate color: YOKOGAWA

YELLOW. YOKOGAWA BLUE has been selected as the supporting color as it comple- YOKOGAWA YELLOW
(Symbol Color)
ments the yellow and increases its prominence. The supporting color can also serve

as a substitute for the corporate color when circumstances do not allow for the use Required printing ink
: PANTONE Process Yellow C
of YOKOGAWA YELLOW. A third color has been chosen for when an additional color CMYK : C0%, M2%, Y100%, K0%.
is required: YOKOGAWA GREEN. RGB : R255/G238/B000
HEX : #FFEE00
The three colors represent sunshine (yellow), water (blue) and trees (green) -
PANTONE® 108C
symbols of beauty for all humankind. Consistent use of these three colors will not

only create a distinctive and unified image of YOKOGAWA, but they will also reflect

YOKOGAWA’s position as brand leader and our mission to be a “creator of superb YOKOGAWA BLUE
products.” (Supporting Color)

Required printing ink

: PANTONE 300 C
CMYK : C98%, M63%, Y0%, K14%.
RGB : R000/G079/B155
HEX : #004F9B
Basic colors (Color chip)
PANTONE® 2145C
The three basic colors are prepared on a three-color chip so that all reproductions

yield the true corporate colors. Use this color chip to accurately reproduce the

various colors of ink and coating paint, etc. required to achieve the corporate YOKOGAWA GREEN
color. (Supporting Color)

Required printing ink

Note: The corporate color shown in the CRT window does not match that : PANTONE 355 C
CMYK : C90%, M0%, Y93%, K0%.
produced by the color chip. The color chip is the property of the department in
RGB : R000/G160/B076
charge of CI of YOKOGAWA Head Office. HEX : #00A04C
PANTONE® 7482C

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Official Corporate Colors of the Yokogawa Trademark Yokogawa CI Design Sys tem - Basic Design System [ E ] 02b

The official font colorings used for the Yokogawa name are shown. These form the

basis of the Yokogawa color system.

Trademark on White Background Trademark on a Colored Background

The fundamental color system for the YOKOGAWA trade- For those occasions when the trademark must be shown

mark is shown above. The trademark is to have a white on a colored background, the official colors are

background, with the official colors being YOKOGAWA YOKOGAWA YELLOW for the symbol, white for the corpo-

YELLOW for the symbol and black for the corporate brand rate brand logotype and YOKOGAWA BLUE for the

logotype. background.

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Authorized Color Alternatives for the Yokogawa Trademark Yokogawa CI Design Sys tem - Basic Design System [ E ] 02c

The fundamental color system was established specifically for the trademark combi- The words limitations, conditions, and characteristics referred to above apply for the
nation of the corporate symbol and corporate brand logotype, but should be gener- following reasons:
ally used whenever applicable. If however, these colors are not suitable, alternative
color combinations are permitted. The colors available for selection are described in 1. A desired color cannot be arbitrarily selected because kinds and numbers of colors
the authorized color alternatives, and selection should involve consideration to the to be displayed have already been specified.
various limitations, conditions, characteristics and effects of the color on the particu- (For example, printing on colored paper, or monochromatic printing such as on
lar item. If a color besides those in the authorized alternatives must be included, use newspapers or magazines, or a display on a color photograph is difficult.)
the color as the background and show the corporate brand logotype in white. The 2. The materials on which printing can be done are limited.
background color should always allow for clear recognition of the corporate symbol (For example, it is difficult to print on metal or ready-made products which are
and corporate brand logotype however. already colored, or on acrylic-resin plates or marking films.)

Monocolor Positive Version (Background is white or a light color) Monocolor Negative Version

Two-color Positive Version (Background is white or a light color) Two-color Negative Version Basic color example

Basic color example

Three-color Positive Version

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Official Corporate Name Logotype of Yokogawa Headquarters Yokogawa CI Design Sys tem - Basic Design System [ E ] 03a

The official corporate name logotype must be used according to

trademark restrictions whenever the official corporate name is
required.
Official Corporate Name Logotype: English
The official corporate name logotype and the communication
logotype should be either black or white. Departure from the
specified fonts, font style or the prescribed character spacing is
not permitted. A clean proof should be used for all reproductions.

Note: Do not display the YE1 Logotype as less than 25mm wide.

Official Corporate Name Logotype: English

The official corporate name ‘Yokogawa Electric Corporation,’ is to
be used whenever the corporate name is required. This name
must be written using the Helvetica Regular typeface for all
English representations. Departure from the specified fonts, font
Official Corporate Name Logotype: Japanese
style or the prescribed character spacing is not
permitted.

Note: Do not display the YE1 Logotype as less than 25mm wide.

Official Corporate Name Logotype and

Communication Logotype: Japanese
Communication Logotype: Japanese
The Japanese version of the corporate name can be written
vertically or horizontally.
The official Japanese corporate name logotype does not convey a
powerful impression in limited advertising space due to its many
characters and long length. Thus, for brand communications, an
abridged version of the logotype is applied (refer to Application
Design System for details on usage).

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Official Corporate Name Logotype: Foreign Affiliated Companies Yokogawa CI Design Sys tem - Basic Design System [ E ] 03b

The official corporate name logotype is to be used whenever it is necessary to disclose YAS Yokogawa Electric Asia Pte. Ltd.
the company responsibility.
YAU Yokogawa Australia Pty. Ltd.
The affiliated companies classified as Group 1 (G1) are subject to YOKOGAWA’s CI system
regulations. Their official corporate names are written in the Latin alphabet or Japanese YSA Yokogawa America do Sul Ltda.
characters, as shown below, with its use on the trademark is restricted as outlined on
page 04. YCA Yokogawa Corporation of America
When the corporate name is written using the Latin alphabet, the first letter of each new YEF Yokogawa Europe B.V.
word should be capitalized with the remaining letters written in lowercase. The logotype
cannot be written entirely in capitalized letters. YKO Yokogawa Electric Korea Co., Ltd.
Official corporate name logotype should be either black or white. Departure from the YME Yokogawa Middle East E.C.
specified fonts, font style or the prescribed character spacing is not permitted. A clean
proof should be used for all reproductions. YTW Yokogawa Taiwan Corporation

Application of the CI manual

Example: SYC
The CI manual can also apply to corporate partnerships which have a trademark other
than the YOKOGAWA trademarks YA1 and YB1.
The CI manual applies when the trademark corporate branding of the partnership
consists of both the YOKOGAWA name and the partner’s name written in Helvetica font.
Suzhou Yokogawa Meter Company

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Combining the Trademark and Corporate Name Logotype Yokogawa CI Design Sys tem - Basic Design System [ E ] 04a

Standard Combination
Official combinations of the corporate name logotype and YA1 and YB1 trademarks have been designed for stationery and documents. These show the trademark with the
corporate name logotype written in either Japanese, English, or a combination of both. Departure from the prescribed specifications is not permitted. A clean proof, supplied
from the Corporate Communications department of Yokogawa Headquarters, should be used for all reproductions.

YA type YB type ( Vertically aligned )

YA11 YB11

YB12

YA12
YB13

YB type ( Horizontally aligned )

YB21

YA13

YB22

YB23

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Combining the Trademark and Communication Logotype Yokogawa CI Design Sys tem - Basic Design System [ E ] 04b

Signboard representations of the corporate name are restricted to the trademark and name logotype combi-
nations specified below. Signboards are essentially communication tools, thus a Japanese version of the
corporate name is generally used in order to enhance visual recognition by the general public.

YA type YB type

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Prescribed Typefaces Yokogawa CI Design Sys tem - Basic Design System [ E ] 05a

The following typefaces are prescribed for the names and addresses of the corporation, branches, sales
offices, departments and factories. Thus, to ensure a unified and integrated style, typefaces for specific appli-
cations should be chosen from these prescribed fonts.

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Examples of Incorrect Trademark Usage Yokogawa CI Design Sys tem - Basic Design System [ E ] 06

The corporate symbol and brand logotype

constitute fundamental expressions of
YOKOGAWA, and are extremely effective
if they are not used incorrectly. Incorrect
usage of these elements, as shown below,
affects the clarity, impact, and distinctive-
ness of the trademark and thereby reduc-
ing its overall effectiveness. Thus, it is
essential that the symbol and brand
logotype are not used in the following
manner. Do not use any variation of the Do not vary specified color
Do not alter the prescribed spacing
specified corporate brand tones.
between the symbol and the brand
logotype with the symbol.
logotype.

Do not incorporate graphic Do not add any outline to the symbol Do not add any shadowing to
patterns in the symbol. for emphasis of the yellow color. the symbol.

Do not use the symbol against any Do not use the personified
Do not place the symbol & brand background which might be mistaken illustration of the symbol.
logotype against a complicated for part of the symbol.
background.

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Layout Regulations Yokogawa CI Design Sys tem - Basic Design System [ E ] 07

The following layout requirements should be adhered to when the trademark is combined with other elements
such as addresses, branch names, or copy (text). In all cases, the corporate trademark must be separated from
other elements according to the spacing specified. Care should be taken to avoid placing any letters or graphic
elements near the trademark which might reduce its clarity and impact.

Centering Flush Left Alignment Centering

The YA Type trademark

A minimum area of 1/2 x X from each edge
of the YA type trademark should remain
blank. The exception to this rule is the
official corporate logo in which the distance
from the bottom or right edge of the trade-
mark is not defined (refer to page 04a).

The YB Type trademark

AA minimum area of X from each edge of

the YB type trademark should remain blank.
The exception to this rule is the official
corporate logo in which the distance from
the bottom or right edge of the trademark
is not defined (refer to page 04a).

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Trademark Design and Grid Scales Yokogawa CI Design Sys tem - Basic Design System [ E ] 08a

Together, the corporate symbol and the corporate brand logotype form the basis of the Yokogawa CI Design
System and express the heart of the YOKOGAWA brand. Therefore, the design and various combinations have
been carefully considered and specified and should not be altered. Clean proofs should be used for reproduc-
tions of the symbol or brand logotype wherever possible, otherwise the grid scales provided should be used.
Alternatively, the corporate symbol can be reproduced using the method below.

Grid Scales
Use the grid lines on the following samples to reproduce the design for signs such as billboards, when the
standard reproduction materials are inadequate.

Trademark YA 1
Trademark YB 1

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How to make Corporate Symbol: Diagramming Conventions Yokogawa CI Design Sys tem - Basic Design System [ E ] 08b

The corporate symbol can be reproduced using the method below.

Corporate Symbol Design and Coordinates

15
5
15
0

61.15°

36
7
63.03°

367
Horizontal : Vertical approx. 100 : 101.7

Internal use only (327.08, –321.45)

March 31, 2016