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BRAND USAGE MANUAL A guide for the proper use of the DOF brand

Welcome to the DOF Brand Usage Manual

This Manual contains the main elements and concepts related the DOF group brand, including printed and digital materials, promotional products, among others. It also brings contents from other manuals, such as “The DOF Identity Guidelines”.

These Manuals and other materials are available at the DOF Identity Portal, accessed through MyPortal (click here http://www.dof.no/en-GB/Media-Center/Identity-Guidelines.aspx) or at the DOF website (http://www.dof.no/en-GB/Me-dia-Center/Identity-Login.aspx)

All DOF employees, contractors, partners and suppliers must be aware of this publication’s content and act in accordance, especially those who involved in activities regarding the Communication field.

If you have any questions, contact your local Communication Department and, if not applicable, contact the Corporate Communications in Norway.

INDEX

IndexThe BrandConceptScopeApplications The coloursExamples of printed materials Examples of digital materialsThe logoFormatsLogo usageBlack and white logoMinimum sizeOther logosLogo variation

MaterialsPrinted elementsDigital materialsVisual communicationDOF Identity Portal

Images and PicturesPromotional ProductsSocial NetworksFAQ

THE BRAND

Brand Usage Manual

Concept• The DOF brand represents the group’s activi-

ties visually • The main colours reflect the Group’s Nordic

origin • The DOF logo expresses fluidity and flow • The brand aesthetic feel is clean, sharp• Its purpose is to bring the DOF spirit to where

the Group operates.

ScopeThe DOF logo can be found all over the Globe, in all our areas of operations, onshore and offshore.

Applications The DOF brand can be experienced in several ma-terials. The brand concept can be adapted to a variety of platforms, as long as it simultaneously maintains the brand feel.

1. THE BRAND

Brand Usage Manual

The coloursDOF’s colour palette consists of one main blue: Pantone 655 C. This colour is used in the logo and in the line on mercantile prints. PANTONE is a worldwide colour specification and recognition system. Pantone colours are also referred to as spot colours, PMS or special colours.

RGB is a colour system consisting of Red, Green and Blue. The RGB system is used for reproducing colours on screen. HTML/HEX-codes are based on the RGB system.

CMYK is a colour printing system in which the colours are separated into four printable colours: Cyan, Magenta, Yellow and Key colour (black). In the case of 4-colour print we shall always use the CMYK value codes to reproduce our corporate colours.

1. THE BRAND

PMS 655C CMYK 100-79-12-59

PMS Cool Gray 9C CMYK 30-22-17-57

PMS 355C CMYK 91-0-100-0

White

Complimentary Colours

Black

Brand Usage Manual

Examples of printed materials • HSEQ Workbook • Code of Businesses Conduct • Annual reports • DOF Nytt • Regional newsletters • DOF booklet, among others

Examples of digital materials• DOF website • DOF News • DOF My Portal • DOF Identity Portal • Videos

Office and vessel signage

1. THE BRAND

Brand Usage Manual

The logoThe logo is an important part of a visual identity and is by far the single element most people con-nect with a company.

FormatsEPS/AI is vector formats: it is a mathematical string of commands indicating direction, colour, width, etc. You can drag and resize EPS and Ai formatted graphics to any size, from a postcard to a 10-m advertisement billboard, and maintains the quality of the logo or graphic.

PNG/ GIF/ TIFF/ JPEG are a “rasterized” image with a specific pixel size that cannot be enlarged without losing design detail.

1. THE BRAND

Brand Usage Manual

Logo usageThe logo always has to be placed so it stands out clear, visible and distinct from other design ele-ments. To avoid distractions, it has been defined an invisible frame around the logo, which shows the exclusion zone, which can be applied for the other logos of the Group as well.

1. THE BRAND

Brand Usage Manual

Black and white logoBlack logos are only supposed to be used when it is not possible to use a coloured logo, for exam-ple in black/ white prints.

The white logo alternatives are used when the logo has to be placed on dark or coloured back-grounds.

Minimum sizeThe logo must never be distorted. The propor-tions of the logo (the ratio of height and width) must always remain the same. Even though the logo has to be size adjusted according to the sit-uation and media it is used in, it has been defined an absolute minimum size for the logo to make sure it is always legible.

15mm

1. THE BRAND

Brand Usage Manual

Other logosDOF Brasil logo: specifically for the Brazil re-gion, the DOF Brasil logo is also used. DOF Brasil represents both Norskan Offshore and DOF Sub-sea Brasil brand-wise.

Norskan Offshore and DOF Subsea Brasil logos are secondary of the DOF Group and DOF Brasil logos. Therefore, when the user wants to repre-sent the companies Norskan Offshore and DOF Subsea Brasil for brand purposes, he/she should use the DOF Brazil or the DOF Group logos.

Logo variationThis logo variation should be used when layout requires a square space.

1. THE BRAND

All digital material found in this publication is available for download at DOF Identity Portal at MyPortal. If you experience any trouble access-ing it, contact your local Communications De-partment.

It is very important to keep in mind that altera-tions or adaptations of any kind are not permit-ted. If you find any potential improper use on these materials, contact your local Communica-tions Department.

MATERIALS

Brand Usage Manual

Printed elementsFonts

Galaxie Polaris is DOF’s profile font. The font comes in a variety of different weights: Heavy/Bold/ Bold Italic/ Medium/ Book/ Book Italic/Light/ Light Italic.

Galaxie Polaris is not serif type, therefore, its use is not recommended in cases of large amounts of text. ABCDEFGHIJKLMNOPQRSTUVW

XYZÆØÅ,-:@/&1234567890abcdefghijkln opqrstvwxyz æøå@/&1234567890,-:()@

Heavy

Bold

Medium

Book

LightABCDEFGHIJKLMNOPQRSTUVW XYZÆØÅ,-:@/&1234567890abcdefghijklmnopqrstuvwxyz æøå@/&1234567890,-:()@

ABCDEFGHIJKLMNOPQRSTUVW XYZÆØÅ,-:@/&1234567890abcdefghijklmnopqrstuvwxyz æøå@/&1234567890,-:()@

ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ,-:@/&1234567890abcdefghijklmnopqrstuvwxyz æøå@/&1234567890,-:()@


ItalicABCDEFGHIJKLMNOPQRSTUVW XYZÆØÅ,-:@/&1234567890abcdefghijklmnopqrstuvwxyz æøå@/&1234567890,-:()@

AaBbCc

2. MATERIALS

Brand Usage Manual


Chronicle Text G1 is used on amounts of text and detailed typography. This font consists of a large quantity of weights.

ABCDEFGHIJKLMNOPQRSTUVW XYZÆØÅ,-:@/&1234567890abcdefghijkln opqrstvwxyz æøå@/&1234567890,-:()@

Roman

Semibold

Italic

BoldABCDEFGHIJKLMNOPQRSTUVW XYZÆØÅ,-:@/&1234567890abcdefghijklmnopqrstuvwxyz æøå@/&1234567890,-:()@

ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ ,-:@/&1234567890abcdefghijklmnopqrstuvwxyz æøå@/&1234567890,-:()@


AaBbCc

2. MATERIALS

Brand Usage Manual


For Word Documents, Arial (1) and Calisto MT (2) are Windows System Fonts and can be found on all PC’s. These fonts are to be used in word tem-plates. Never use the two fonts for advertising materials.


Bold

Regular

Italic Italic

Bold

RegularABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ,-:@/&1234567890abcdefghijklmnopqrstuvwxyz æøå@/&1234567890,-:()@





Aa Aa1 2

2. MATERIALS

Brand Usage Manual

Printed elementsLetter templatesDOF letter templates may vary depending on what region of operation they refer to. Letter templates are of mandatory usage for all commu-nication messages with external destinations.

EnvelopesEnvelopes layout will vary in some details de-pending on what region of operation they refer to.

Business CardsBusiness cards bring the professional info from DOF employees, such as name, e-mail address and phone numbers. DOF business cards gen-erator can be found at MyPortal: the user can generate his/her business card and download it ready for printing. Business cards are available for job positions that require it.

2. MATERIALS

Brand Usage Manual

Digital materialsE-mail signatureE-mails are nowadays the most current and used way of communication in the professional world. Non-standardized e-mail signatures generate confused signals for the outside destination and must be avoided.

E-mail signatures: for employees who have cor-porative e-mail addresses, it is mandatory to fol-low the specifications.

2. MATERIALS

Brand Usage Manual

Digital materialsPowerPoint TemplatesPowerPoint templates are used to create pres-entations for a variety of purposes and must also be standardized, be it for inside audiences of out-side audiences.

Different covers are available and can be cho-sen accordingly to the topic of the presentation (technical subjects, human resources topics, ves-sel topics, among others).

The user must keep in mind that presentations are not the proper format for creating documents or detailed reports. These materials are suggest-ed to be created on a Microsoft Word platform.

2. MATERIALS

Brand Usage Manual

Digital materialsPowerPoint Templates

2. MATERIALS

Start with a clean presentation

• Rather than editing and old presentation, the user should always start with the clean downloaded PowerPoint template and add content from here. This will help you in being consistent with your colours, font styles and sizes.

• If the user wants to copy and paste from a previous presentation, the user has to make sure that it does not get the old styling. After copying the new text, go to Edit > Paste Special and choose Unfor-matted Text.

Stick to the point

• As soon as a slide appears, the audience will start reading it. If the user has the next four points he/she plans to make dis-played, the audience will be ahead of the presenter waiting for him/her to catch up and not pay attention to the point being made.

• If possible, the user should make points with graphics instead of text. Any illustra-tion or image displayed should be there to make the point stronger.

• The user should prefer clear and simple visuals, not to confuse the audience.

• While presenting, the lecturer can tempo-rarily hide the presentation from the au-dience by pressing “w” (this will make the screen go white) or “b” (this will make the screen go black). Return to the presenta-tion by pressing any key.

Keep your script to yourself

Don’t overload slides with too much text or data. Slides should be there to underline and reinforce what the lecturer is saying as he/she gives the presentation. PowerPoint has functions to display notes onto the present-er’s screen that do not get sent to the pro-jector or the presenter can use notecards.

Keep it simple

• Place your graphics in a similar location within each screen.

• Use the slide designs within the down-loaded template and stick with the fixed size for images and text.

• Use the colors within the preset color theme. You can also find the color spec-ifications in the colour section of the identity guidelines.

• Be careful with the use of visual “flash” to your slides, avoid the temptation of using to much fades, swipes and flashing text.

Brand Usage Manual

Digital materialsPowerPoint Templates

2. MATERIALS

Arial Bold, 14pt

Arial Regular, 38pt

Arial Regular, 44pt

Arial Regular, 38pt

Arial Regular, 28pt

Arial Regular, 22pt

Arial Regular, 18ptArial Regular, 14ptArial Regular, 14pt

Brand Usage Manual

Visual communicationAll DOF properties (offices, bases and vessels) are also brand platforms and, therefore, must be in accordance with the brand standard.

Any new piece of visual communication to be added to a DOF environment should be properly approved by the local communications depart-ment or, if not applicable, the Corporate Commu-nications in Norway.

Examples of visual communication pieces that require approval: stickers, posters, frames, ban-ners, paintings, among others.

2. MATERIALS

Brand Usage Manual

DOF Identity PortalAll materials mentioned in this publication can be found in DOF Identity Portal, where the user will also find company’s official images and oth-er useful items for users of the DOF brand. The Identity Portal can be accessed either through the MyPortal or the company’s website.

Onshore employee have automatic access through MyPortal. Offshore employees, clients and suppliers have access through DOF web-site and, for that, they need to request login and password to DOF Communication department. Contacts can be found in the “FAQ” section of this publication.

2. MATERIALS

Brand Usage Manual

2. MATERIALS

Access via MyPortal

Go to http://myportal.dof.no. In the application bar, located in the left corner of the page, click on “Identity Portal”. Click on “Go to application”. The direct link is http://www.dof.no/en-GB/Me-dia-Center/Identity-Guidelines.aspx

Access via Website DOFGo http://dof.no. At the top of the page bar, go to the “Media Centre” > “DOF Identity”. Enter your login and password. If the user is an offshore em-ployee, client or supplier, you should contact the local Communication department to obtain login and password. The direct link is http://www.dof.no/en-GB/Media-Center/Identity-Login.aspx

IMAGES AND PICTURES

Brand Usage Manual

Through photography, the DOF Group portrays its diversity, be it in Angola or Aberdeen. The DOF vessels operate all over the globe. Some key words to keep in mind when producing photos for the DOF group are:

Safety: when photographing DOF crew mem-bers, it is imperative that all its components are properly protected through the use of PPE, Per-sonal Protective Equipment. It is necessary to make sure they are performing their duties safely and in accordance with the group’s safety proce-dures; the photographer must also be safe and not exposed to risks or exposing others.

Teamwork: when shooting DOF employees in their natural working environment, it is always advisable to photograph them in pairs or groups. Individual portraits are of course exceptions.

3. IMAGES AND PICTURES

Brand Usage Manual

Accessibility: a smile is a valuable gesture; mak-ing someone smile is not a simple task. If the photographed subject is in direct eye contact with the camera, a smile is welcomed: it portrays accessibility, friendliness and a good impression of the work they are performing. Avoid hand ges-tures classically used in group shots.

Pioneering: the employees of the DOF group perform outstanding tasks of common interest, both on board and on land: it is noticed by the used technology, the challenging locations where they operate, or even a simple facial expression demonstrate a focused developer, thoughtful, committed etc.

Strength: always keep the horizon line as a ma-trix. The photographed subject should be in con-trol in a reliable environment.


Brand Usage Manual

The background of the images must be mini-mally organized, with no apparent maintenance problems; uniform should be reasonably clean (post-production adjustments are usually re-quired).

DOF group leaders should be photographed in a professional way, always using flash and high-lighting the subject photo lenses for portraits. Vessels must transpire activity, liveliness, still or moving. The deck of the vessel and its surround-ings should be minimally organized and no appar-ent maintenance signals.

Offices and bases should always be bright and portraying action and dynamism. It is important to ensure that all new material is created in ac-cordance with these standards.


Promotional products are an excellent way to expand a brand presence in a smooth yet effective way. They are useful when:

• It is intended to make the public more familiar with the brand• One wants to give a gift or a souvenir

All corporate products must be monitored by the local Communications department, especially regarding the use of DOF visual identity.

PROMOTIONAL PRODUCTS

Brand Usage Manual

It is allowed to customize the corporate products with department or vessel names. However, some important points should be respected::

• Use the official and full name of the vessel or department. For example: if the vessel has a “Skandi” in its name, it should be kept. The same should be followed when there are more than one company in the same region and only one, for reasonable justification, must be contemplated with that promotional product. For example, in Brazil, Norskan Offshore and DOF Subsea Bra-sil are both from the DOF Group, but, if only one of them will be included in the promotional prod-uct layout, the DOF Brasil or DOF Group logo must be used and the company’s title inserted written.

• It is mandatory to keep the one of DOF logos in the layout

• In some vessels, it is important to pay attention to joint venture agreements with other compa-nies and to be aligned with them

A promotional product designed properly must be in accordance with the DOF brand concept, feel and standard, such as can bee seen in the example on the next page.

4. PROMOTIONAL PRODUCTS

The DOF logo was applied respecting the

colours possibilities and size parameters.

All colours used in the concept are among the

DOF colour scheme.

As a theme for this product specifically, the Group’s Values were selected, customiz-ing the piece without disrespecting the brand standards.

The clean and simple feel of the brand was kept in the design, not overusing elements or

colours.

Example 1


The graphic elements were distributed in order to keep the clean layout, while using

the space strategically.

The correct font for this application was Galaxie Polaris: a promotional

product.

The model chosen fits the brand identity in both colour and design

parameters.

Example 2


SOCIAL NETWORKS

Brand Usage Manual

Social networks are currently the most used online platform to share personal experiences. However, once a user somehow identifies him/herself as a DOF employee, he/she automat-ically becomes a representative of a specific brand and must act accordingly.

That identification may occur in a variety of ways, such as indicating the Work Place in the user’s profile, uploading images wearing the company’s uniform, posting captions and subti-tles indicating professional connection with the Group, among others.

When one of these situations happens, the user should, then, behave accordingly. Besides that, there are contractual terms to be respected. Therefore:

5. SOCIAL NETWORKS

Brand Usage Manual

• All company information provided within profession-al situations is confidential and cannot be shared in social networks or any oth-er publicly accessed media channel

• It is forbidden to share foot-age (images, videos or audi-os) of operations, equipment and company’s property without proper approval

• If a video recording or an image shooting is executed for didactic reasons, such as lesson-learned oppor-tunities, this material must be published exclusive-ly among DOF employees using the propor channels (contact your region’s Com-munication department in these situations)

• If an image is generated to be distributed in internal newsletters or other publi-cations, send it directly to the local Communications Department of your region (e-mails per region can be found in the last page of this manual)

• Creating, publishing or shar-ing edited images or videos using the Group’s brand logo or elements for recreational purposes is highly inadvisa-ble, especially if the user is a DOF employee or contrac-tor.

• Until the publication of this material, the DOF group did not use pages in any social network for communicat-ing with its audiences as an primordial platform - with the exception of Linkedin.

5. SOCIAL NETWORKS

In emergencies, accidentes or incidents, though, those platforms might be used

• Complaints, suggestions, doubts and other interac-tions between employees and the organisation have their proper media chan-nels, such as e-mails, SOCs, DOCMap tools, among oth-ers

• If you are not sure of what kind of media channel to use for a specific issue, ask your supervisor or contact your local Human Resources de-partment

FAQ

1) Can the logo be adapted in colours and proportions? No. The logo’s colours and propor-tions must not be altered in any ways. The colour options can be seen in the sections above. 2) Can the user choose what font to use? The use of the fonts listed above has been se-lected considering their style and type. Therefore, the user must follow the instructions re-garding each fonts utilization.

3) Can letter templates also be used for digital platforms? Yes, they can. The user must not alter any info or layout. 4) Can the user personalize the e-mail signature? It is not permitted to add pictures, im-ages, animated gifts, different colours or any other elements to the e-mail signature.

5) How should the user write the e-mail signature when the region’s official language is not English? If the employee is located in a region where Eng-lish is not the official language, a bilingual job position indica-tion is necessary, specifically for the job title. Simply use a “/” to separate the languages.

6) Can the user adapt the Pow-erPoint cover? It is very impor-tant not to change or create new covers for the Presenta-tions and also to follow the fonts and sizes previously set.

7) How should the user pro-ceed if he or she needs to or-der a promotional product? All promotional products must be approved by the Marketing department of each region. If not applicable, the Corporate Communications Department in Norway must be contacted.

8) How should and employee proceed if a visual communi-cation alteration on a vessel or office is needed? The user must contact the local Com-munications Department or, if not applicable, the Corporate Communications department in Norway before executing any alterations.

9) How should and employ-ee proceed if he or she sees a misuse of the instructions from this manual? The user must contact the local Com-munications Department or, if not applicable, the Corporate Communications department in Norway.

10) How should a user pro-ceed if he/she needs to print his/her business card? All DOF suppliers can be consulted at Procurement Department. Before printing any material,

contact the Communications department of each region. If not applicable, the Corporate Communications Department in Norway must be contacted.

11) In the Brazil region, where Norskan Offshore and DOF Subsea Brasil operate, which logo should be used? For the purpose of brand representa-tion, since 2013 both Nors-kan Offshore and DOF Subsea Brazil are represented by the DOF Brasil or DOF Group log-os. Norskan Offshore and DOF Subsea Brazil logos are in dis-use.

If you have any questions or suggestions, contact the fol-lowing e-mails according to your region:

North Sea [email protected]

6. FAQ

APACjacqui.newman@dofsubsea.

com

UK [email protected]

Latin America [email protected]

Brand Usage Manual - May 2016. Layout: José Cal - DOF Brasil Communication Department

www.dof.no