standards guide final - logotypes101.com · This Graphic Standards Guide pro-vides guidelines for implementing our new corporate identity plan correctly ... EFI99_blue.eps Four-color

Graphic Standards Guide

Updates & Infohttp://www.efi.com/about/logos/

Effective January 1, 1999

Introduction

We at EFI are in the midst of an exciting phase in the history of thecompany. Our Fiery product line isexpanding to meet the needs of everysegment of the networked digital printing marketplace. In 1998, weadded seven premier OEM partners to our lineup, including Agfa/Lanier,ENCAD, Epson, Fuji Xerox, Hewlett-Packard, Mita and Panasonic. In 1999,we will open a new, state-of-the-artU.S. corporate headquarters facility.

While these events signify positivechange and growth within EFI, suchmilestones bring new challenges. Wemust ensure that our communicationvehicles accurately and effectivelycommunicate EFI’s new vision andstrategies. To this end, I am pleased to present EFI’s new corporate identityplan, including new Electronics ForImaging, Fiery, Fiery Driven and FieryPrints logos. Beginning January 1,1999, these logos will be implementedin all applicable EFI corporate identityliterature, including letterhead, busi-ness cards, envelopes, street signage,marketing collateral and more.

This Graphic Standards Guide pro-vides guidelines for implementing ournew corporate identity plan correctlyand effectively. By adhering to its policies and using the new logos in a consistent manner, we ensure thelongevity and usefulness of our newcorporate identity. We all share in thisresponsibility.

Jan SmithVice PresidentHuman Resources and Corporate Communications

A New Identity

For the new identity to beeffective, it is important torefrain from using the retiredEFI symbol, Electronics forImaging Logotype, and Fierybrand symbols.

New, slightly modified Fierybrands have been created,with a sans-serif typefacesimilar to the Electronics forImaging Logotype.

This visual consistency willhelp strengthen both the corporate and brand identities.

The use of an EFI symbolhas been discontinued.

Original Revised

Replaced by theabove logotype.

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Corporate Logotype

Corporate colorsEFI Blue and EFI Gray are the officialcolors to be used with the logotype.

Spot color logotypeThis is the preferred treatment of the logotype. “ELECTRONICS” and“IMAGING” are printed using EFI Blue,and “FOR” is printed using EFI Gray. A 50% black screen can be substi-tuted for “FOR” if necessary.

EFI99_blue.eps

Four-color process logotypeIf spot color is not available, then afour-color process reproduction isacceptable.

Black with screen logotypeWhen spot color or four-color processisn’t available, then the black version of the logotype should be used. “FOR”is printed using a 50% black screen.

EFI99_black.eps

Solid black logotypeDisplay the logotype in solid blackwhen a screen will not reproduce well,such as on a fax cover sheet.

Never recreate the logotype using a typeface. Always use one of thecustom-drawn logo files.

For logo downloads, updates, and documentation, refer to:http://www.efi.com/about/logos/

EFI Blue

EFI Gray

Preferred backgroundThe two color logotype on awhite background is preferred.

EFI99_blue.eps

Dark backgroundsWhen using the logotype on a darkbackground, a reversed version must be used because of the lack of contrast between EFI Blue and the background. “FOR” is displayed in 35% black.

For low resolution applications, a completely reversed logotype is acceptable.

EFI99_reverse.eps

Neutral backgroundsThe color logotype may be used on a neutral background only with sufficient contrast between the background and all elements of thelogotype. Otherwise, use either a black or fully-reversed version of the logotype.

EFI99_blue.epsEFI99_reverse.eps

The boxes shown around theElectronics for Imaging Logotypeare for instructional use only. Thelogotype should not appear in anenclosed graphic shape.

Background Color

Sizing & Spacing

x

x

xx

x

SizingThe minimum size of the Electronics forImaging Logotype is dependent uponthe reproduction resolution. The logo-type should never be so small that the“FOR” becomes illegible. As a generalrule, never use the logotype smallerthan 1/4" in height. The logotype can beused as large as necessary.

SpacingThe Electronics for Imaging Logotypeshould always have an adequateamount of space around it. The onlyexception is when the Electronics for Imaging Logotype is used in anapproved address lockup or Fiery lockup.

1/4"

Inconsistent scalingOnly scale the logotype with its correct aspect ratio. Never shear,rotate, or otherwise distort the logo.

Insufficient contrastAll parts of the logotype must be completely legible at all times.

Improper use of colorReproduce the logotype only with:EFI Blue & EFI Gray, black & gray, allblack, reversed & gray, or all reversed.

Irregular use of proportionsNever alter the scaling of the logo-type’s elements. Never recreate thelogotype using a typeface. Always useone of the custom-drawn logo files.

Positioning of elementsNever move elements of the logotype. Never connect the I’s of the logotype.

Swapping of official colorsNever swap the specified colors.

Enclosing the logotypeNever enclose the logotype in a graphic shape.

Unacceptable Uses

Corporate Address

Using an approved address style willhelp strengthen the corporate imageacross all printed materials.

Whenever the corporate logotype isused in conjunction with an address, a lockup must be used.

Preferred lockupThe address is set in black withHelvetica Neue 73 Bold Extended.

EFI99_addresslockup1.eps

Alternative lockupFor addresses that are longer than 1 line, use the alternative lockup. Always maintain a line of space between the logotype, mailing address, and web/tel/fax.


Simple address styleIf the corporate logotype is not used,then the simple style is acceptable.


303 Velocity Way Foster City California 94404

Web www.efi.comTel [650] 357 3500Fax [650] 357 3907

Electronics for Imaging303 Velocity WayFoster City, California 94404

Web www.efi.comTel [650] 357 3500Fax [650] 357 3907

EFI do Brasil, Ltda.Av. Ayrton Senna, 3000Bloco 2 - Sala 412 - Edificio Via Parques OfficesBarra Da Tijuca - RJ Brasil CEP 22775 001

Web www.efi.comTel 55 21 421 9196Fax 55 21 253 6459

Corporate Typeface

Primary type family: Helvetica Neue

Helvetica Neue 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Helvetica Neue 56 Italic


Helvetica Neue 85 Heavy


Helvetica Neue Extended Light


Helvetica Neue Extended Oblique


Helvetica Neue Extended Bold


Corporate Colors

Consistent use of color is vital to maintaining the integrity of the corporate identity. When using the corporate logotype and product logos, PANTONE® inks are preferred.When PANTONE® inks are not avail-able, process inks are acceptable.

For applications with which the final output will be Fiery-printed, specify the artwork with PANTONE® colors foroptimal color matching.

EFI BluePANTONE® 2745 CVC=100% M=94% Y=0% K=0%

EFI GrayPANTONE® Cool Gray 8 CVC=0% M=0% Y=0% K=50%

Fiery RedPANTONE® 032 RedC=0% M=85% Y=100% K=0%

The colors shown in this guide arenot intended to match PANTONE®color standards. PANTONE® is a registered trademark of Pantone, Inc.

EFI Blue (Spot Color)

EFI Gray (Spot Color)

Fiery Red (CMYK)

EFI Blue (CMYK)

EFI Gray (CMYK)

Fiery Red (Spot Color)

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Fiery Logo

The Fiery Logo has been slightly modi-fied for visual coherence with the newElectronics for Imaging Logotype. Therevision will also reproduce better atsmall sizes.

Usage of the previous version of thelogo is prohibited.

Logo colorFiery Red is the official color of the Fiery Logo.

Spot color logoThis is the preferred treatment of the logo.

Fiery99_red_small.eps

Four-color process logoIf spot color is not available, then a four-color process reproduction is acceptable.

Solid black logoFor instances where spot color andfour-color process aren’t available,then the black version of the logoshould be used.

Fiery99_black_small.eps

For logo downloads, updates, and documentation, refer to:http://www.efi.com/about/logos/

Fiery Red

Preferred usageThe Fiery Red logo on a white background is preferred.


Dark backgroundWhen using the logo on a dark background, either the red or reversed versions may be used.

In situations where there isn’t sufficient contrast between the background and Fiery Red, then use the reversed version.

Fiery99_red_small.epsFiery99_reverse_small.eps

Neutral backgroundOn neutral backgrounds, either the red,black, or reversed version of the logomay be used, as long as there is suffi-cient contrast from the background.

Fiery99_red_small.epsFiery99_black_small.epsFiery99_reverse_small.eps

The boxes shown around the FieryLogo are for instructional use only.The logo should not appear in anenclosed graphic shape.

Background Color

Depending on the size of application,there are two versions of the Fiery logo available.

Normal size usageThis version should be used wheneverthe logo is printed 1/2"x 1/2" or larger.

Fiery99_red_normalsize.eps

Small size usageSmaller sizes can compromise the logo’s legibility. When smaller than 1/2"x 1/2", use this speciallymodified version.


Minimum sizeNever reproduce the Fiery Logo smaller than 3/16".

SpacingUnless using an approved lockup,always place the Fiery Logo clear ofany other graphic elements as shown.

Size & Spacing

3/16"

x

x

x

x

x

Unacceptable Uses

Inconsistent scalingOnly scale the logo with its correctaspect ratio. Never shear or rotate the logo.

Insufficient contrastAll parts of the logo must be legible at all times.

Incorrect knockoutOn dark backgrounds, do not reversethe logo. Instead, use the specially outlined reversed version of the logo.

Improper use of colorThe logo should always be reproducedwith either Fiery Red, black, or thereversed version.

Positioning & scaling of elementsNever move, isolate, or scale elements of the logo.

Changing colors of elementsThe Fiery text and lightning bolt should always be white.

Placing the Electronics for ImagingLogotype near the Fiery Logo is generally not recommended. When it is necessary to promote both the company and product within a limited space, such as on t-shirts and pens, one of two approved lockups should be used.

Both the corporate logotype and theFiery Logo are each subject to theirown color usage guidelines.

Preferred LockupWhen ample clearspace is available,this lockup is preferred.

EFI_Fiery99_lockup1.eps

Limited space LockupFor placement within tighter spaces,use this version.

EFI_Fiery99_lockup2.eps

Brand/Corporate Lockups

Fiery Branding

For visual coherence across the entirecorporate identity, the Fiery Driven andFiery Prints Logos have been slightlymodified. Use of older versions shouldbe discontinued.

Fiery DrivenThe Fiery Driven brand identifies prod-ucts that contain embedded Fiery tech-nology. Usage of Fiery Driven followsthe same guidelines as the Fiery Logo.

FieryDriven99_red.eps

Fiery PrintsThe Fiery Prints Logo identifies Print-for-Pay shops using Fiery, andFiery output samples. Usage of FieryPrints follows the same guidelines as the Fiery Logo.

FieryPrints99_normsize.eps

Other brandingOther branding should follow the template at the right. The logotype is set with Helvetica Black Oblique in Fiery Red and Helvetica Neue Light Extended in EFI Gray.

Campaign taglinesFor applications involving a runningtheme, the variable text should beplaced flush left to the left edge of the Fiery Logo, set in Helvetica NeueExtended Light Oblique, sized at thesame X-height as the Fiery text, andEFI Gray.

Do you dream in color?™

ColorWise™

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standards guide final - logotypes101.com · This Graphic Standards Guide pro-vides guidelines for implementing our new corporate identity plan correctly ... EFI99_blue.eps Four-color