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AVEVA Group

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Section
AVEVA Consulting
Section
AVEVA Engineering IT
Section
VANTAGE
Section
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AVEVA identity guidelines
AVEVA Group
1
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AVEVA Group
Identity Guidelines Contents
Page 2 | AVEVA identity guidelines | Section 1 | AVEVA Group
Introduction 3
1 AVEVA Group logo 4
1.1 Main Colour Version 4
1.2 Mono Version 5
1.3 Silver and Clear Versions 6
1.4 Full Titled Version 7
1.5 Preferred Usage 89
1.6 Defendable Space 10
1.7 Positioning 1112
1.8 Logo Sizes 1314
2 Colour 15
2.1 Primary Palette 15
2.2 Preferred Usage 16
2.3 Colour Matching 17
3 Typefaces 18
3.1 ITC Ofcina Sans 1819
4 AVEVA Group Mind 20
4.1 The Importance of Visual Values 2021
Further guidance is available from: identity@aveva.com
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Page 3 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
AVEVA Group takes corporate identity very
seriously. In turn it expects all those who
contribute towards and guide this identity to
remain just as vigilant and committed.
Detail is paramount. Within these guidelines it is
hoped you will nd enough instruction to ensure
coherence and consistency across all media but
enough latitude to harness and make the most of
your own creative contribution.
These contributions must both adhere to the
correct mechanical elements that constitute this
identity that which we might refer to as its
body but also in more intangible visual values,
referred to in Section 1/4.1/pages 2021. For it is
only through this correctly focused combination of
mind and body that our identity can remain both
regenerating and on course.
Ultimately the AVEVA Group identity represents all
the other identities contained within the
AVEVA Group you are advised to also familiarise
yourself with the corresponding guidelines for
AVEVA Consulting, AVEVA Engineering IT
and VANTAGE.
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1.1 Main Colour Version
Page 4 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
1 Logo
The main version of the AVEVA Group logo is white (or clear, if appearing on or within glass
or any other transparent material) out of AVEVA Blue:
Although the above version is the preferred main version, where necessary the AVEVA Group
logo can also appear Blue on White:
These approved logos are available in software form.
At no time should these logos be redrawn, reset or altered.
Do not use any AVEVA Group logo within text.
TM
TM
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Where colour is unavailable the AVEVA Group logo can appear in White out of Black:
Although the above version is the preferred main version, where necessary the AVEVA Group
logo can also appear Black on White:
These approved logos are available in software form.
At no time should these logos be redrawn, reset or altered.
Do not use any AVEVA Group logo within text.
TM
TM
1.2 Mono Version
Page 5 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
1 Logo
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A SILVER version is useful in interior design, signage or more generally as a logo of
distinction.
A CLEAR version, as etched in glass, perspex, or blind embossed (punched or raised without
any colouring), may also be useful when designing special effects.
The grey dotted line indicates only the minimum defendable space which should surround
the AVEVA Group logo at all times see Section 1/1.6/page 10.
1.3 Silver and Clear Versions
Page 6 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
1 Logo
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On occasion it will be necessary to conrm the full title of the group in conjunction with the
logo, as shown below:
This approved logo is available in software form.
At no time should this logo be redrawn, reset or altered.
Do not use this AVEVA Group logo within text.
TM
AVEVA Group plc
1.4 Full Titled Version
Page 7 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
1 Logo
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1.5 Preferred Usage
Page 8 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
1 Logo
The AVEVA Group logo can also appear out of photographic tints of illustrative backdrops of
AVEVA Blue, providing clarity of reproduction is assured.
TM
WELCOME
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Where possible the AVEVA Group logo should appear white out of AVEVA Blue.
For detailed colour specications see Section 1/2.1/page 15.
However, there will also be occasion for it to appear Blue on White.
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Page 9 | AVEVA identity guidelines | Section 1 | AVEVA Group
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The AVEVA Group logo is protected by two boundaries of defendable space, A and B, as
shown below:
A is the preferred minimum space, when space restrictions are less of an issue. This space is
determined by the measurement A. This is derived from drawing a square the height of the A
in AVEVA.
B is the absolute minimum space which should be left between the logo and any adjacent
text objects or edges of print area. This space is determined by the measurement A. This is
derived from drawing a square the height of the A in AVEVA, then dividing in two.
Note how both these spaces on the left-hand margin align with the left-hand edge of
the foot of the A, rather than the horizontal bar with protrudes beyond it.
TM
1.6 Defendable Space
Page 10 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
1 Logo
A
B
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The correct logo position within any unrestricted display area is achieved by drawing a
guide line at 45 from any corner and passing this through the tip of either A in the
AVEVA logo. Then using a measurement no less than A align with a display edge or other
key element, maintaining the 45 position.
TM
A
1.7 Positioning
Page 11 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
1 Logo
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TM
Illustration left: an example of positioning with the left-hand A of AVEVA.
Illustration below: another alternative is to position centrally within a dedicated display
area, where all four margins are signicantly greater than measurement A, as shown above.
Note that the vertical alignment is adjusted slightly upwards to give the correct visual
appearance of centre.
TM
A
no less than A A
TM
The illustration above shows positioning
from the base of a display area. The lower
logo represents the logo being positioned
with the minimum measurement A see
previous page. The logo above shows
alternative positioning elsewhere along the
same invisible 45 guide line.
TM
TM
AVEVA Group plc
High Cross, Madingley Road
Cambridge CB3 0HB UK
Tel: +44 (0)1223 556611
Fax: +44 (0)1223 556622
www.aveva.com
avevagroup@aveva.com
Page 12 | AVEVA identity guidelines | Section 1 | AVEVA Group
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For all paper printed items, all AVEVA logos should ideally conform to the four set sizes, as
shown here.
For non-paper printed items these sizes can be disregarded. For example, signage, exhibition
graphics, gift items and website application.
SELECTING THE CORRECT LOGO SIZE
All logos measuring more than 15 mm, but less than 170 mm, must conform to the four set
sizes below.
Below 15 mm or above 170 mm there are no such restrictions.
ANY SIZE
PERMITTED
ANY SIZE
PERMITTED
0 5
1
0
1
5
2
0
3
0
3
2
2
6
3
5
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0
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0
5
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0
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0
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1
0
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1
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1
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1
8
5
SET SIZES ONLY
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1.8 Logo Sizes
Page 13 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
1 Logo
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Medium
Where prominence is
important.
64 mm
Large
To ll most paper printed
display areas.
129 mm
Normal
Ideal front cover logo size.
32 mm
Small
Ideal back cover logo size.
26 mm
Page 14 | AVEVA identity guidelines | Section 1 | AVEVA Group
CORRECT MEASUREMENT
Measure all logos as the distance between the extremes of each A in AVEVA.
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2.1 Primary Palette
Page 15 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
2 Colour
AVEVA Blue
Pantone 646 C
Shown here in CMYK:
Cyan 69, Magenta 18, Yellow 0, Black 23
High White
AVEVA Silver
Pantone 877 C
AVEVA Black
Pantone Black C
CMYK: Black 100
Note: when printing Black in CMYK litho
printing, and if used over a wide area,
underlay with 40% Cyan.
These are the primary AVEVA Group colours.
When displaying the identity of its divisions
and product brands, it is permissible to
utilise any of those respective Primary and
Secondary Colour Palettes.
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The dominant AVEVA Group colour is Blue,
followed by White and Black.
Silver can be used to either complement
or substitute for AVEVA Blue.
TM
TM
2.2 Preferred Usage
Page 16 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
2 Colour
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PRINTING COLOURS
Paper surface
When looking at printing ink, the colour it produces depends on a number of factors
especially the quality of paper on which the ink is printed.
An uncoated paper absorbs ink producing a matt surface with a low colour saturation.
A coated paper prevents the ink from penetrating the paper producing a shiny surface with
a vivid colour saturation. For this reason all colours for printing are specied as coated, a C
after the colour number. When printing onto uncoated paper great care should be taken to
visually match these coated specications as accurately as possible.
Colour density
A given colour of ink printed onto a given type of paper can turn out differently from one
time to another, depending on how much ink the printing press delivers. For the correct
density, refer to any Pantone Colour manual or swatch.
Lighting conditions
A colour looks different depending upon the lighting conditions under which it is viewed.
Light from a normal electric bulb tends to be red, whereas light from a uorescent tube
tends to be blue. For this reason, it is recommended that all colours, where possible, should
be viewed in a good neutral light such as natural daylight.
Size of coloured surface
How a colour is seen also depends on the size of the coloured surface being viewed.
A large surface area tends to reect more light therefore making the colour appear lighter,
whilst a smaller surface area of colour tends to appear darker.
WEB COLOURS
AVEVA colours transferred for use onto web-based graphics can vary due to differing
standards between different software and hardware providers and the absence, to date
[2001], of an industry standard which will behave consistently across all design software
packages and the hardware they run upon. In the meantime, please refer to AVEVA for
specications and guidance.
2.3 Colour Matching
Page 17 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
2 Colour
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The main AVEVA Group typeface is ITC Ofcina Sans.
Use this typeface for all headlines and text matter.
Use Bold and italics sparingly, such as for subheadings and other emphasis.
ABCDEFG
HIJKLMN
OPQRSTU
VWXYZ
x
y
z
a
b
c
d
e
f
3.1 ITC Ofcina Sans
Page 18 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
3 Typefaces
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ITC OFFICINA SANS BOOK
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
ITC OFFICINA SANS BOLD
ABCDEFGHIJKLMNOPQRS
TUVXWYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
ITC OFFICINA SANS BOOK ITALIC
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
Page 19 | AVEVA identity guidelines | Section 1 | AVEVA Group
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4.1 The Importance of Visual Values
Page 20 | AVEVA identity guidelines | Section 1 | AVEVA Group
AVEVA Group
4 Mind
Each identity contained within these AVEVA identity guidelines
contains a further section of the mind of each identity. This is
the rst such section.
It should be no surprise that we seek to dene the mentality of each
identity, for without a clearly dened set of visual values, we may
dress in the correct colours, display the correct logo and use the
correct typefaces BUT otherwise appear to display an unattended,
vacant and wandering mind.
Maintaining the focus of the AVEVA identity is extremely important.
Consistency of all elements is vital if we are to project a cohesive and
progressive identity. And it should be made clear that obsession in
this particular detail is wholly endorsed by this management, who
also believe that the value of this identitys contribution to our
overall business objectives is not to be undervalued.
Dealing with abstraction is harder for some of us than others.
However, creatives inhouse or supply side should have no such
difculty. These sections are for the engagement and containment of
the necessary debate on those intangibles which project AVEVA at its
most potent best.
For AVEVA Group this is very simple: as an identity it encompasses
and endorses all that the identities of her divisions and product
brands propose. This means AVEVA Group has licence to appear and
act in accordance with each and all of those identities as it responds
to the conditions it nds it must communicate within.
Even so, and with particular regard for herself, it should be noted
that AVEVA Group is a mature parent. She is at ease with herself and
her position. In general circumstances, she displays no need for show
or overt demonstration. She exists best within a strong sense of
self-reliant simplicity.
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TM
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AVEVA identity guidelines
AVEVA Consulting
2
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Introduction 25
1 AVEVA Consulting logo 26
1.1 Main Colour Version 26
1.2 White Version 27
1.3 Mono Version 28
1.4 Defendable Space 29
1.5 Positioning 3031
1.6 Logo Sizes 3233
2 Colour 34
2.1 Primary Palette 34
2.2 Preferred Usage 3536
2.3 Secondary Palette 37
2.4 Tints 38
2.5 Colour Matching 39
3 Typefaces 40
3.1 ITC Ofcina Sans 4041
3.2 Geometric 4243
4 Typography 44
4.1 Grids 44
4.2 General Guidance 45
5 House Style 46
5.1 Copyright and other issues 46
6 Print Specication 47
6.1 Colour Tabs 47
7 AVEVA Consulting Mind 48
7.1 Firmwords 4849
7.2 AUTOMATIC 5053
7.3 INTERFERENCE 5455
7.4 KNOWING 56
7.5 Summary 5759
Further guidance is available from: identity@aveva.com
AVEVA Consulting
Identity Guidelines
Page 24 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
Contents
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Page 25 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
AVEVA Consulting
AVEVA Consulting is at the vanguard of our
intellectual and business pursuit of furthering
the boundaries of all within Engineering IT.
They are at the forefront of where issues of
technology-enabled change hit the boardroom
of those clients it partners.
To suitably match this forward role of
reconnaissance and facilitation this identity is
ultimately more abstract than others within the
AVEVA Group. The imagery and values which
underpin this identity are ner issues to follow
and dene, due to their need of intentional
profundity and disruption to the senses.
AVEVA Consulting is in essence an organisation
which challenges wherever the onward and moving
edge of current debate resides. A moving target of
constant excellence, its quest is to match or
exceed the perceived intelligence of those it
necessarily debates with. It is a leader. It does
not follow. It has no need to. It sets the agenda
within its very own market position.
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Page 26 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
1.1 Main Colour Version
The main version of the AVEVA Consulting logo is AVEVA Blue and Grey on white:
This approved logo is available in software form.
At no time should this logo be redrawn, reset or altered.
Do not use this AVEVA Consulting logo within text.
C O N S U L T I N G
TM
AVEVA Consulting
1 Logo
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1.2 White Version
This secondary version of the logo is reversible out of AVEVA Blue.
It is not permissible to reverse it out of any other solid colours, other than Black.
This logo can also reverse out of photographs and half tones, providing clarity is assured:
AVEVA Consulting
1 Logo
Page 27 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
C O N S U L T I N G
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C O N S U L T I N G
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Page 28 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
1.3 Mono Version
As stated on the previous page, but only where colour is not available,
the AVEVA Consulting logo can appear in White out of Black,
or Black on White:
These approved logos are available in software form.
At no time should these logos be redrawn, reset or altered.
Do not use any AVEVA Consulting logo within text.
C O N S U L T I N G
TM
C O N S U L T I N G
TM
AVEVA Consulting
1 Logo
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C O N S U L T I N G
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Page 29 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
The AVEVA Consulting logo is protected by an area of defendable space, as shown below:
B is the absolute minimum space which should be left between the logo and any adjacent
text objects or edges of print area. This space is determined by drawing a square the height
of the A in AVEVA, then dividing in two.
1.4 Defendable Space
B B
B B
AVEVA Consulting
1 Logo
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Page 30 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
1.5 Positioning
C O N S U L T I N G
TM
A
A
A
The preferred logo position within any unrestricted display area is achieved by drawing a
guide line at 45 from any corner and passing this through the tip of either A in the AVEVA
logo. Then using a measurement no less than A align with a display edge or other key
element, maintaining the 45 position.
AVEVA Consulting
1 Logo
C O N S U L T I N G
TM
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Illustration left: an example of positioning with the left-hand A of AVEVA.
Illustration below: another alternative is to position centrally within a dedicated display
area, where all four margins are signicantly greater than measurement A, as shown above.
Note that the vertical alignment is adjusted slightly upwards to give the correct visual
appearance of centre.
Page 31 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
Illustration above: in a restricted
situation, and where positioning along
the 45 line is not ideal, position using
margins of no less than A.
TM
A
no less than A A
C O N S U L T I N G
TM
AVEVA Consulting Limited
High Cross, Madingley Road
Cambridge CB3 0HB UK
Tel: +44 (0)1223 556633
Fax: +44 (0)1223 556644
www.aveva.com
consulting@aveva.com
TM
C O N S U L T I N G
TM
A
A
C O N S U L T I N G
TM
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Page 32 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
1.6 Logo Sizes
For all paper printed items, all AVEVA logos should ideally conform to the four set sizes, as
shown here.
For non-paper printed items these sizes can be disregarded. For example, signage, exhibition
graphics, gift items and website application.
SELECTING THE CORRECT LOGO SIZE
All logos measuring more than 15 mm, but less than 170 mm, must conform to the four set
sizes below.
Below 15 mm or above 170 mm there are no such restrictions.
ANY SIZE
PERMITTED
ANY SIZE
PERMITTED
0 5
1
0
1
5
2
0
3
0
3
2
2
6
3
5
4
0
4
5
5
0
5
5
6
0
6
4
7
0
7
5
8
0
8
5
9
0
9
5
1
0
0
1
0
5
1
1
0
1
1
5
1
2
0
1
2
5
1
2
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1
3
5
1
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0
1
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5
1
5
0
1
5
5
1
6
0
1
6
5
1
7
0
1
7
5
1
8
0
1
8
5
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SET SIZES ONLY
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C O N S U L T I N G
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AVEVA Consulting
1 Logo
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Medium
Where prominence is
important.
64 mm
Large
To ll most paper printed
display areas.
129 mm
Normal
Ideal front cover logo size.
32 mm
Small
Ideal back cover logo size.
26 mm
Page 33 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
CORRECT MEASUREMENT
Measure all logos as the distance between the extremes of each A in AVEVA.
C O N S U L T I N G
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C O N S U L T I N G
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C O N S U L T I N G
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C O N S U L T I N G
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2.1 Primary Palette
AVEVA Consulting
2 Colour
Page 34 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
AVEVA Blue
Pantone 646 C
Shown here in CMYK:
Cyan 69, Magenta 18, Yellow 0, Black 23
High White
AVEVA Orange
Pantone Orange 021 C
Use as SPOT colour when possible
CMYK: Cyan 0, Magenta 70, Yellow 100, Black 0
AVEVA Black
Pantone Black C
CMYK: Black 100
Note: when printing Black in CMYK litho
printing, and if used over a wide area,
underlay with 40% Cyan.
AVEVA Mid Grey
Pantone Warm Grey 6 C
Shown here in CMYK:
Cyan 0, Magenta 9, Yellow 11, Black 30
NOTE: check colours against Pantone colour specier, NOT the colour(s) shown here.
These are the primary AVEVA Consulting colours.
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Page 35 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
2.2 Preferred Usage
AVEVA Consulting
2 Colour
AVEVA CONSULTING COLOURS
The AVEVA Consulting identity comprises of four main colours, Blue, Orange, Black and White.
AVEVA Blue together with White are intended to be the dominant colours.
AVEVA Blue
White
The high white of paper or other display surface is an important colour in its own right.
It contributes towards a feeling of condence and control
an automatic backdrop, intentionally used and ripe for spontaneity.
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Accent and drama can be achieved by carefully using either AVEVA Orange or Black.
Within a specic area of application, such as a double page spread or web page, these
colours can temporarily dominate. However, ensure that the overall or eventual impression
does not result in the overall colour bias of AVEVA Blue and/or White being dangerously
overthrown.
AVEVA Orange
Black
High drama, high impact and high contrast (when used to counterpoint white).
In CMYK litho printing, and if used over a wide area, underlay with 40% cyan.
When used over wide areas, consider Black as representing the unchartered, unautomated,
unintended and unplanned or in other words, unAVEVA. The opposites of AVEVA Blue and
White represent the inferred antidote.
Mid Grey
Use Mid Grey and
tints of Mid Grey as
a major supporting
colour.
LET IT BE AVEVA
Page 36 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
C O N S U L T I N G
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Page 37 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
2.3 Secondary Palette
AVEVA SECONDARY COLOURS
From time-to-time the AVEVA Consulting identity can be carefully supplemented by other
colours. Always remember that the Primary Colours of AVEVA Blue and White should always
maintain dominance when viewing any communication project as a whole.
AVEVA Green
Pantone 373 C
Shown here in CMYK: Cyan 15, Magenta 0, Yellow 50, Black 0
AVEVA Light Grey
Pantone Warm Grey 2 C
Shown here in CMYK: Cyan 0, Magenta 6, Yellow 6, Black 11
AVEVA Dark Grey
Pantone Warm Grey 10 C
Shown here in CMYK: Cyan 0, Magenta 15, Yellow 27, Black 56
NOTE: check colours against Pantone colour specier, NOT the colour(s) shown here.
AVEVA Consulting
2 Colour
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AVEVA Consulting
2 Colour
Page 38 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
2.4 Tints

AVEVA Blue
Shown here in CMYK
AVEVA Orange
Shown here as spot colour
Black
AVEVA Mid Grey
Shown here in CMYK
AVEVA Green
Shown here in CMYK
Pantone Dark Grey
Shown here in CMYK
100 90 80 70 60 50 40 30 20
Most AVEVA Colours can be used as colour tints.
REVERSE
OVERPRINT
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REVERSE
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REVERSE
REVERSE
OVERPRINT
REVERSE
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
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Page 39 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
PRINTING COLOURS
Paper surface
When looking at printing ink, the colour it produces depends on a number of factors
especially the quality of paper on which the ink is printed.
An uncoated paper absorbs ink producing a matt surface with a low colour saturation.
A coated paper prevents the ink from penetrating the paper producing a shiny surface with
a vivid colour saturation. For this reason all colours for printing are specied as coated, a C
after the colour number. When printing onto uncoated paper great care should be taken to
visually match these coated specications as accurately as possible.
Colour density
A given colour of ink printed onto a given type of paper can turn out differently from one
time to another, depending on how much ink the printing press delivers. For the correct
density, refer to any Pantone Colour manual or swatch.
Lighting conditions
A colour looks different depending upon the lighting conditions under which it is viewed.
Light from a normal electric bulb tends to be red, whereas light from a uorescent tube
tends to be blue. For this reason, it is recommended that all colours, where possible, should
be viewed in a good neutral light such as natural daylight.
Size of coloured surface
How a colour is seen also depends on the size of the coloured surface being viewed.
A large surface area tends to reect more light therefore making the colour appear lighter,
whilst a smaller surface area of colour tends to appear darker.
WEB COLOURS
AVEVA colours transferred for use onto web-based graphics can vary due to differing
standards between different software and hardware providers and the absence, to date
[2001], of an industry standard which will behave consistently across all design software
packages and the hardware they run upon. In the meantime, please refer to AVEVA for
specications and guidance.
2.5 Colour Matching
AVEVA Consulting
2 Colour
AVEVA EVOLUTION text I/I/0 ?.08 PM Pa_e 9
The main AVEVA Consulting typeface is ITC Ofcina Sans.
Use this typeface for all headlines and text matter.
Use Bold and italics sparingly, such as for subheadings and other emphasis.
ABCDEFG
HIJKLMN
OPQRSTU
VWXYZ
Page 40 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
3.1 ITC Ofcina Sans
x
y
z
a
b
c
AVEVA Consulting
3 Typefaces
AVEVA EVOLUTION text I/I/0 ?.08 PM Pa_e 40
Page 41 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
ITC OFFICINA SANS BOOK
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
ITC OFFICINA SANS BOLD
ABCDEFGHIJKLMNOPQRS
TUVXWYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
ITC OFFICINA SANS BOOK ITALIC
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
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ABCDEF
GHIJKL
MNOPQ
RSTUVW
XYZ
The secondary AVEVA Consulting typeface is Geometric 415 Lite and Black.
Use this typeface in a support role, such as headings, subheadings or introductory paragraphs.
Page 42 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
3.2 Geometric
a
b
c
d
e
AVEVA Consulting
3 Typefaces
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GEOMETRIC 415 LITE
ABCDEFGHIJKLMNOPQRSTUVXWYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
GEOMETRIC 415 BLACK
ABCDEFGHIJKLMNOPQRSTUVXWYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
ABCDEFGHIJ
KLMNOPQR
STUVWXYZ
Page 43 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
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4.1 Grids
AVEVA Consulting
4 Typography
Page 44 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
g
r
i
d
s
The purpose of grids are to provide clean
and disciplined frameworks for typography
and graphics.
The purpose of this identity manual is not to
limit the designer. The illustrations produced
here are to provide assistance when
producing documents in 13 A4 and A4. The
same principle can be applied to US sizes.
Of course, page, screen and panel sizes can
be created in any size and one may be
forced through necessity or creativity to
create ones own grid. Often, the size and
position of the AVEVA Consulting logo itself
will suggest a possible grid design.
MARGINS
The illustration on this page shows a 13 A4
page size (shown at 50% actual size) with
margins of 12 mm. Gutters between columns
should be a minimum of 3 mm. If the item
is destined to be hole-punched or bound,
it is advisable to allow a gutter margin of
18 mm.
This grid, and including the grids shown on
the following pages, should be regarded as
standard AVEVA grids, however, the designer
is free to radically reduce or expand margins
if the effect this design creates warrants it,
and increase the number of columns up to a
maximum of ve.
HORIZONTAL LINES
Divide the overall page height by three to
produce two useful horizontal grid lines.
Likewise, use other horizontal lines as
desired to create an exciting grid.
13 A4, 1 column grid
AVEVA EVOLUTION text I/I/0 ?.08 PM Pa_e 44
4.2 General Guidance
GENERAL RULES
Use ITC Ofcina Sans as the main corporate
font, and supplement with Geometric.
Always range left or right;
never justify text within a column.
Use single line spaces for paragraph
breaks. Do not indent for paragraphs.
For bullet points, use one of the following
Zapf Dingbats font character in any AVEVA
colour of your choice, or reversed out of
any background colour.
Applemac, keystroke z,
Zapf Dingbats font
Applemac, keystroke z,
Zapf Dingbats font
Applemac, keystroke z,
Zapf Dingbats font
Applemac, keystroke z,
Zapf Dingbats font
Standard Tab is 5 mm.
IDEAL TYPESIZES
Headlines
Use ITC Ofcina Sans Bold, or Geometric
415 Lite or Black, 14 on 16 pt upwards.
Subheadings
Use ITC Ofcina Sans Bold capitals, 9 on
12 pt, highlighted in an AVEVA colour if
preferred. Follow with optional line space
or half line space.
Secondary subheadings
Use ITC Ofcina Sans Book Italic,
9 on 12 pt. Follow with optional line or
half line space.
Main text
Use ITC Ofcina Sans Book, 9 on 12 pt.
Captions
Use ITC Ofcina Sans Book Italic,
7 on 9 pt.
Address details
Use ITC Ofcina Sans Book, 7 on 9 pt
(or 9 on 12 pt).
Image credits
Use ITC Ofcina Sans Book, 4 on 6 pt.
Quotations
Use Geometric 415 Lite, 12 on 17 pt in
30% Black or 100% other colour.
Introductory text
You have the option to use Geometric 415
Black, 9 on 12 pt in Black.
Examples
14 pt upwards Ofcina
14 pt upwards Geometric
ITC OFFICINA SANS BOLD, 9 ON 12 PT
ITC Ofcina Sans Book Italic, 9 on 12 pt
ITC Ofcina Sans Book, 9 on 12 pt
ITC Ofcina Sans Book Italic, 7 on 9 pt
ITC Ofcina Sans Book, 7 on 9 pt (or 9 on 12 pt)
ITC Ofcina Sans Book, 4 on 6 pt
Geometric 415 Lite, 12 on
17 pt, 30% grey or 100% other
colour, including white out of
background colour.
Introductory text can often be set in
Geometric 415 Black, 9 on 12 pt,
creating an interesting counter-point to
the main and dominating use of ITC
Ofcina Sans elsewhere.
This page uses a 3 column grid with an 18 mm gutter margin and 12 mm elsewhere.
AVEVA Consulting
4 Typography
Page 45 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
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AVEVA Consulting
5 House Style
Page 46 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
5.1 Copyright and other issues
OMISSION OF FULL STOPS
Avoid unnecessary full stops particularly in
address lines, telephone numbers, units of
measurement and initials.
CAPITALISATION
The VANTAGE brand name should always
appear in capitals with the family name in
lower case, for example VANTAGE Plant
Design Management System.
The name AVEVA, in text, should appear in
capitals. Do not differentiate in bold or
italic use the same style as the sentence
within which the name appears.
In 1998, AVEVA revolutionised the plant design
industry with the introduction of VANTAGE Plant
Design Review the worlds rst interactive, real-
time visualisation software. VANTAGE Plant Design
Review enabled plant designs to be viewed as life-
like models, even before the design had been
completed, eliminating the need for expensive
plastic models.
The names AVEVA Group plc,
AVEVA Consulting and AVEVA Engineering IT
should appear as written within this
paragraph. Note that the forward slash as
used in the AVEVA Engineering IT logo only
appears in the logo, and not on any other
occasion. With all these names, do not
differentiate in bold or italic use the same
style as the sentence within which the name
appears.
COPYRIGHT NOTICE
Copyright is asserted by the symbol or, if
this is not possible, letter c between round
brackets (c), followed by the owner of the
rights and the year the document was
created.
AVEVA Consulting Limited, 2001
or (c) AVEVA Consulting Limited, 2001
Either of these establishes AVEVAs copyright
in the document on which it appears. The
year must be included. Assertion of
copyright is needed once and once only in
any document. On a data sheet or leaet it
can be placed anywhere according to the
design and layout of the item, usually on
the last page.
Additional statement(s) should also appear
to note AVEVAs copyright in products:
VANTAGE is AVEVA Engineering IT Limited
LOGO TRADEMARK (TM)
All AVEVA logos include a TM mark. This
should under all normal circumstances
always appear. The only exceptions to this
rule are signage and certain gift items
where, at the discretion of the designer, or
because of the limitations of scale and
production, it is benecial to omit it.
ACKNOWLEDGEMENTS
It is a legal requirement that the sources of
everything in copyright quotations, tables,
photographs, screendumps and illustrations
should be acknowledged. The normal
minimum requirement is made by stating
the author and title either adjacent to the
item concerned or elsewhere in the
publication. Occasionally the copyright
holder may specify where the
acknowledgement should appear.
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AVEVA Consulting
6 Print Specication
Page 47 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
6.1 Colour Tabs
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Orange
AVEVA
Orange
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
AVEVA
Green
AVEVA
Green
AVEVA
Light Grey
AVEVA
Mid Grey
AVEVA
Dark Grey
For precise colour specications see Section 2/2.1/page 34.
Note: all colours below are shown in CMYK, except for AVEVA Orange,
which is shown as a spot colour.
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AVEVA Consulting
7 Mind
Page 48 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
7.1 Firmwords
THE
APPLICATION
OF
MIND
TO QUALIFY
ALL STYLE AND
CONTENT
AVEVA EVOLUTION text I/I/0 ?.08 PM Pa_e 48
KNOWING
AUTOMATIC
INTERFERENCE
USING FIRMWORDS
The mechanical specications, as outlined so far in this manual, instruct on the correct
logo, colours, typefaces, typography and grids. However, they do not describe the more
intangible qualities which underpin this identity. These are the visual signals which
communicate AVEVA Consulting at its best. They are those vital intangibles which give
AVEVA Consulting its ultimate visual appeal and strength.
The technique for focusing these intangibles is rmwords.
There are three AVEVA Consulting rmwords: AUTOMATIC, INTERFERENCE and KNOWING.
Understood and implemented wisely, they ensure the effective measurement of the
AVEVA Consulting identity.
Whatever falls within the remit of the AVEVA Consulting identity an advertisement
campaign, a dress code issue, a decision on sponsorship, an ofce interior project or any
other visual manifestation of the identity should be briefed, discussed and judged from
this common fulcrum.
It must be acknowledged that an identity is a living culture. It is never static. It is added
to or subtracted from on a continual basis of incremental change and advance. It is a
process of evolution with which we must take great care. If we do not persist in guiding
and measuring, we stand no chance of managing one of the cornerstones of our present
and future success.
If you would like to explore rmwords in more depth, and acquire the broader benets of
the issues of understanding and implementation of a cohesive design language, please refer
to The Art of Identity/Mark Rowden/Gower/ISBN 0-566-08318-3.
Page 49 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
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AVEVA Consulting
7 Mind
Page 50 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
7.2 AUTOMATIC
Familiarity with the rmwords of AVEVA Engineering IT (see Section 3/9/pages 95109) is
essential if you are to also understand those particular intangibles which make AVEVA
Consulting distinct from but working complementary to AVEVA Engineering IT in
particular.
GEOMETRICAL, one of the visual foundations of AVEVA Engineering IT, transforms to become
more a geometrical evolution with AVEVA Consulting. Here the logic of shape and pattern as
represented with geometry evolves into something far deeper and challenging. More easily
understood visual patterns of complexity become less obviously quantiable and in so far
as they appear more complex might also seem more chaotic too. Regularity of geometric
shape, repeat and dimension become more boundless. This imagery suggests automation
a progressive, designed, deliberate and intelligent pattern or sequence of events, space
and time as represented by visual or textural data.
Geometric evolves into AUTOMATIC something more deeply constructional and preordained.
AVEVA EVOLUTION text I/I/0 ?.08 PM Pa_e S0
Page 51 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
Automation contains actions and processes and distinguishes boundaries. It divides and
conquers that which you might not otherwise see or wish to see.
AUTOMATIC means out-of-sight out-of-mind automation, by its own nature, both necessary
and working by itself without any direct human intervention. Automation saves mental and
manual labour. It proceeds unaltered unless we intervene.
AUTOMATIC are the patterns that whilst we see, show and debate, others may not see
without the expert guidance of AVEVA Consulting.
The visual inference is always that a process is at work, and further, that it is at work on our
behalf. It has been set in train deliberately it is NOT an image of being deeply
meaningless, such as an wholly abstract image with no sufciently obvious repeating form,
as shown below. Here the pattern possibly suggested by the second cloud might hint of a
process developing, but it is far too weak by itself to remain credible.
Even so, clouds, as clichd and deeply meaningless graphics they so often are and it is a
good idea to avoid using them because of that can be adapted to serve the rmwords of
AVEVA Consulting:
What automation? I see no automation. Just clouds, problems and uncertainties.
The visual opposite to any rmword can be
used effectively as a deliberate
counterpoint to a second message,
providing that second message conforms to
the original rmword(s). For example, use
an appropriate headline or else use a
repeating pattern to create a suggestion of
AUTOMATIC.
Self-contained? It could be a good idea. It could be a bad idea. Its certainly
the right time
to nd out
C O N S U L T I N G
TM
AVEVA EVOLUTION text I/I/0 ?.08 PM Pa_e SI
Page 52 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
AUTOMATIC also represents the potential for something more profound or penetrating than its
surface may indicate. This is because any automation contains levels of operation and
complexity hidden from view. To see and understand you need either the knowledge of the
expert or and wouldnt it be useful some x-ray specs.
Therefore when showing photographs of process plant it is a good idea to show these in
negative (reverse reading) so as to indicate that AVEVA Consulting is entirely aware and
concerned with what often cannot so easily be seen the invisible which produces the
effect of the visible the more obvious surface our more ordinary experience is subjected to.
A further aspect of AUTOMATIC to be understood is that of something bigger and more
complex than merely what we see before us. This particular AUTOMATIC, this automation,
gives rise to the impression that it has its beginnings before the point where we nd
ourselves viewing its progress and also continues beyond this point of current viewing.
ENABLING
BUSINESS
IMPROVEMENT
ABOVE: In this example the photograph of
the processing facility has been
transformed by its depiction into negative
reading. Further, being coloured in the
lighter tone of AVEVA Mid Grey, it appears
subservient to the second photograph and
headline both of which enforce second
and rmword, INTERFERENCE.
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Page 53 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
AVEVA EVOLUTION text I/I/0 ?.08 PM Pa_e S
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oughout the process industries, as in most other sectors, the strategic role of IT within the business is well understood. Many organisations have invested heavily in enterprise IT systems and are using these as a platform for integrating, optimising and re-engineering a signicant
portion of their operational business activities. However, the production operations of the industry involve complex manufacturing processes and capital-intensive production facilities and generic enterprise IT systems do not address the information management needs or business
cesses associated with designing, constructing, operating, maintaining and decommissioning these facilities. Since the overall costs of these activities for an organisation can run into billions of dollars, an IT strategy that encompasses comprehensive enterprise-integration and
solidation of the engineering domain can deliver substantial business improvement. AVEVA Consulting is the only provider of end-to-end business solutions, focused specically on the engineering domain of the process and power industries. Through our team of industry-leading
iness consultants, engineering and IT professionals, systems integration specialists and project and programme managers, we offer a full range of services to design, build, implement, operate and support enterprise-scale business solutions. Close partnership with our clients extends
se services beyond the technical elements of traditional IT solutions provision. By developing a deep understanding of our clients operations and specic business drivers, our solutions embrace all the elements needed to deliver signicant and sustainable benets. From strategic
tactical business requirements planning, through technology selection and solution engineering, to the denition and implementation of business transformation requirements, AVEVA Consultings expertise is helping process industry companies around the globe meet their most
llenging business objectives. AVEVA Consulting is a supplier of specialist business/technology consulting services to the process and power industries. Our team of consultants bring unique insights and practical industry experience to engineering contractors and owner/operators
oss all sectors of the industry. Working in partnership with our clients some of the worlds largest corporations our experience in applying advanced technologies to solve complex business problems, is second to none. By focusing on the engineering domain we are addressing
undamental and substantial part of our clients business which, due to its complexity, has been largely neglected in the search for IT-enabled business improvement. Our people are predominantly engineering or IT professionals who have spent many years either working in, or
viding services to, leading blue-chip process industry organisations. We understand the issues that concern our customers and have real practical expertise in providing solutions that address these concerns. The process and power industries are made up of a variety of organisations
ose outputs range from oil and gas to food, pharmaceuticals and electricity. Unlike most discrete manufacturing operations, for the majority of chemical production processes it is impossible to separate the material transformation requirements of the process from the characteristics
the plant processing it. This inter-dependence means that plant asset information is key to operational productivity, as well as plant maintenance and modication and that integrating and re-using information throughout the plant lifecycle offers considerable opportunity for
iness improvement, both in plant operations and plant engineering. However, realising these improvements has been hampered by two key characteristics of the industry. First, the traditional operating model of an EPC contractor designing and constructing a plant, then handing
ver to the owner/operator, has fostered an insular, company-centric approach to IT strategy for the engineering domain; at odds with todays drive for greater business collaboration. Secondly, the complexity of the domain itself, means that most companies still determine their
needs based on application functionality, rather than integration and exploitation of the information systems involved. At AVEVA Consulting, we are dedicated to increasing the efciency and effectiveness of our clients operations, by providing solutions that overcome these
tations and unleash the industrys latent potential for collaborative business improvement. To do so, we challenge not only the capabilities of the supporting technology, but also the way companies do business. Leveraging our detailed domain expertise and specialist technology
ls, we work with our clients to understand and inuence their business objectives. The result a new generation of business solution, focused on enterprise-integration of the engineering domain, and collaborative exploitation of information capital, throughout the plant lifecycle.
call this collaborative lifecycle engineering (CLE). Today, AVEVA Consulting is the only organisation with the expertise and innovative thinking needed to design and deliver CLE solutions. We understand that specic industry-sector experience is a prerequisite to successful solutions
vision and have built our organisation around providing this expertise to our clients. These capabilities offer our own people a chance to build successful careers by using their knowledge, creativity, and skills to deliver innovative solutions to our clients and, in doing so, drive a
adigm shift in process industry IT strategy. AVEVA Consulting offers the full range of services needed to successfully devise, deploy and operate enterprise-scale solutions for the engineering domain. These encompass: Technology selection Consulting Systems integration
ineering IT outsourcing. Whilst provision of these services is important, understanding how to assemble them to deliver cohesive business solutions is absolutely fundamental, and our people are experts in doing so. Through close involvement with our clients early in the planning
cess, our consultants help scope the business problem and architect the outline solution proposition. By doing so, we are able to identify, assemble and manage the specic resources and expertise required at each stage of solution development, from detailed solution design,
ough pilot and enterprise rollout, to operational business support. Our ability to provide these services means that we are able to draw resources from both our own company or from our network of partner organisations. This is critical when delivering enterprise business solutions
major multinational organisations, where both the scale and diversity of the activities involved in solution provision requires substantial resources. Our business consulting team provides a range of expert services to design, build and implement collaborative lifecycle engineering
utions. We use IT as an enabler for change and focus on progressively maximising business benet through IT-enabled business re-conguration. Our approach is based on a structured business/technology evaluation, enabling our clients to optimise their business activities, not
y through streamlining and re-designing existing business processes, but also through potentially radical re-denition of the business scope. To build solutions which deliver substantial and sustainable business benet, it is necessary to consider all the contributing technical,
rational and organisational issues. Leveraging our unique industry insight and business domain expertise, we have developed a methodology for structured business evaluation which addresses all these factors and is the cornerstone of our solutions provision capability. By deploying
most experienced business consultants and solution architects in the business, we provide services to: Analyse strategic and operational business opportunities Devise technical solution propositions Evaluate and re-design business processes Identify organisational change
uirements Plan solution implementation and delivery. Additionally, to ensure that the solutions we devise either meet, or exceed, their commercial objectives, we deliver qualitative and quantitative investment decision support material such as a cost benets analyses, ROI
dictions and risk analysis and mitigation. Throughout, we work closely with our clients to ensure that our services focus on their business needs and that the solutions we deliver drive the business forward. Although IT offers enormous opportunity for business improvement, cost-
ective operation and ongoing enhancement is crucial to sustaining the advantage it creates. Across the process industries, as elsewhere, organisations looking to reduce their costs and future-proof their IT investments, have outsourced the administration, operation and support
heir IT infrastructure and business systems to specialist suppliers. Whilst these trends have created a substantial market for broad-based consultancy organisations, there are very few examples of strategic outsourcing initiatives involving the engineering domain. Due to the nature
the information and the business processes involved in plant engineering and operations, provision of support services requires two key areas of expertise. First, the IT environment incorporates unique technologies that require specialist skills to install, congure, administer and
port Secondly, the work process elements of the proposed solution frequently call for an in-depth understanding of the related business activities. AVEVA Consulting is the only company equipped with the skills and knowledge to offer this service and manage the outsourcing
our clients engineering IT environment. Our managed services activity covers two basic types of supported environment: An AVEVA designed collaborative lifecycle engineering environment Existing, often fragmented, engineering IT systems. For the former, we offer cost-effective
naged services to support the deployed systems and consulting services to ensure continuous improvement. For the latter, our outsourcing proposition involves two key components: Absorbing the clients existing engineering IT support personnel to ensure continuity of support
vices. A migration strategy to dene a future collaborative lifecycle engineering-based environment that focuses on both technology replacement and the provision of support skills. AVEVA Consulting is all too aware of the complexities inherent in large-scale business solutions
vision and, in particular, the issues involved in integrating and operating these solutions within the clients wider enterprise. Critical to success is timely and appropriate service delivery, requiring a diverse range of technical and business domain expertise. In most cases, successful
ution deployment and operation will require services which, either through their nature, or the level of service required, are beyond the resources of a single organisation. In recognition of this, AVEVA Consulting has established a series of Solution Partner programmes, focused on
formation of strategic alliances and partnerships with organisations whose technology, resources and acknowledged expertise complements our own. Through these programmes, AVEVA Consulting and its solution partners, deliver world-class technology, consultancy and services
oss all the elements involved in enterprise-scale business solution provision. Throughout the process industries, as in most other sectors, the strategic role of IT within the business is well understood. Many organisations have invested heavily in enterprise IT systems and are using
se as a platform for integrating, optimising and re-engineering a signicant proportion of their operational business activities. However, the production operations of the industry involve complex manufacturing processes and capital-intensive production facilities and generic
erprise IT systems do not address the information management needs or business processes associated with designing, constructing, operating, maintaining and decommissioning these facilities. Since the overall costs of these activities for an organisation can run into billions of
lars, an IT strategy that encompasses comprehensive enterprise-integration and consolidation of the engineering domain can deliver substantial business improvement. AVEVA Consulting is the only provider of end-to-end business solutions, focused specically on the engineering
main of the process and power industries. Through our team of industry-leading business consultants, engineering and IT professionals, systems integration specialists and project and programme managers, we offer a full range of services to design, build, implement, operate and
port enterprise-scale business solutions. Close partnership with our clients extends these services beyond the technical elements of traditional IT solutions provision. By developing a deep understanding of our clients operations and specic business drivers, our solutions embrace
the elements needed to deliver signicant and sustainable benets. From strategic and tactical business requirements planning, through technology selection and solution engineering, to the denition and implementation of business transformation requirements, AVEVA Consultings
ertise is helping process industry companies around the globe meet their most challenging business objectives. AVEVA Consulting is a supplier of specialist business/technology consulting services to the process and power industries. Our team of consultants bring unique insights
practical industry experience to engineering contractors and owner/operators across all sectors of the industry. Working in partnership with our clients some of the worlds largest corporations our experience in applying advanced technologies to solve complex business problems,
econd to none. By focusing on the engineering domain we are addressing a fundamental and substantial part of our clients business which, due to its complexity, has been largely neglected in the search for IT-enabled business improvement. Our people are predominantly
ineering or IT professionals who have spent many years either working in, or providing services to, leading blue-chip process industry organisations. We understand the issues that concern our customers and have real practical expertise in providing solutions that address these
cerns. The process and power industries are made up of a variety of organisations whose outputs range from oil and gas to food, pharmaceuticals and electricity. Unlike most discrete manufacturing operations, for the majority of chemical production processes it is impossible to
arate the material transformation requirements of the process from the characteristics of the plant processing it. This inter-dependence means that plant asset information is key to operational productivity, as well as plant maintenance and modication and that integrating and
using information throughout the plant lifecycle offers considerable opportunity for business improvement, both in plant operations and plant engineering. However, realising these improvements has been hampered by two key characteristics of the industry. First, the traditional
rating model of an EPC contractor designing and constructing a plant, then handing it over to the owner/operator, has fostered an insular, company-centric approach to IT strategy for the engineering domain; at odds with todays drive for greater business collaboration. Secondly,
complexity of the domain itself, means that most companies still determine their IT needs based on application functionality, rather than integration and exploitation of the information systems involved. At AVEVA Consulting, we are dedicated to increasing the efciency and
ectiveness of our clients operations, by providing solutions that overcome these limitations and unleash the industrys latent potential for collaborative business improvement. To do so, we challenge not only the capabilities of the supporting technology, but also the way companies
business. Leveraging our detailed domain expertise and specialist technology skills, we work with our clients to understand and inuence their business objectives. The result a new generation of business solution, focused on enterprise-integration of the engineering domain,
collaborative exploitation of information capital, throughout the plant lifecycle. We call this collaborative lifecycle engineering (CLE). Today, AVEVA Consulting is the only organisation with the expertise and innovative thinking needed to design and deliver CLE solutions. We
erstand that specic industry-sector experience is a prerequisite to successful solutions provision and have built our organisation around providing this expertise to our clients. These capabilities offer our own people a chance to build successful careers by using their knowledge,
ativity, and skills to deliver innovative solutions to our clients and, in doing so, drive a paradigm shift in process industry IT strategy. AVEVA Consulting offers the full range of services needed to successfully devise, deploy and operate enterprise-scale solutions for the engineering
main. These encompass: Technology selection Consulting Systems integration Engineering IT outsourcing. Whilst provision of these services is important, understanding how to assemble them to deliver cohesive business solutions is absolutely fundamental, and our people
experts in doing so. Through close involvement with our clients early in the planning process, our consultants help scope the business problem and architect the outline solution proposition. By doing so, we are able to identify, assemble and manage the specic resources and
ertise required at each stage of solution development, from detailed solution design, through pilot and enterprise rollout, to operational business support. Our ability to provide these services means that we are able to draw resources from both our own company or from our network
partner organisations. This is critical when delivering enterprise business solutions to major multinational organisations, where both the scale and diversity of the activities involved in solution provision requires substantial resources. Our business consulting team provides a range
expert services to design, build and implement collaborative lifecycle engineering solutions. We use IT as an enabler for change and focus on progressively maximising business benet through IT-enabled business re-conguration. Our approach is based on a structured
iness/technology evaluation, enabling our clients to optimise their business activities, not only through streamlining and re-designing existing business processes, but also through potentially radical re-denition of the business scope. To build solutions which deliver substantial
sustainable business benet, it is necessary to consider all the contributing technical, operational and organisational issues. Leveraging our unique industry insight and business domain expertise, we have developed a methodology for structured business evaluation which addresses
these factors and is the cornerstone of our solutions provision capability. By deploying the most experienced business consultants and solution architects in the business, we provide services to: Analyse strategic and operational business opportunities Devise technical solution
positions Evaluate and re-design business processes Identify organisational change requirements Plan solution implementation and delivery. Additionally, to ensure that the solutions we devise either meet, or exceed, their commercial objectives, we deliver qualitative and
ntitative investment decision support material such as a cost benets analyses, ROI predictions and risk analysis and mitigation. Throughout, we work closely with our clients to ensure that our services focus on their business needs and that the solutions we deliver drive the
iness forward. Although IT offers enormous opportunity for business improvement, cost-effective operation and ongoing enhancement is crucial to sustaining the advantage it creates. Across the process industries, as elsewhere, organisations looking to reduce their costs and
ure-proof their IT investments, have outsourced the administration, operation and support of their IT infrastructure and business systems to specialist suppliers. Whilst these trends have created a substantial market for broad-based consultancy organisations, there are very few
mples of strategic outsourcing initiatives involving the engineering domain. Due to the nature of the information and the business processes involved in plant engineering and operations, provision of support services requires two key areas of expertise. First, the IT environment
orporates unique technologies that require specialist skills to install, congure, administer and support Secondly, the work process elements of the proposed solution frequently call for an in-depth understanding of the related business activities. AVEVA Consulting is the only
mpany equipped with the skills and knowledge to offer this service and manage the outsourcing of our clients engineering IT environment. Our managed services activity covers two basic types of supported environment: An AVEVA designed collaborative lifecycle engineering
ironment Existing, often fragmented, engineering IT systems. For the former, we offer cost-effective managed services to support the deployed systems and consulting services to ensure continuous improvement. For the latter, our outsourcing proposition involves two key
mponents: Absorbing the clients existing engineering IT support personnel to ensure continuity of support services. A migration strategy to dene a future collaborative lifecycle engineering-based environment that focuses on both technology replacement and the provision of
port skills. AVEVA Consulting is all too aware of the complexities inherent in large-scale business solutions provision and, in particular, the issues involved in integrating and operating these solutions within the clients wider enterprise. Critical to success is timely and appropriate
vice delivery, requiring a diverse range of technical and business domain expertise. In most cases, successful solution deployment and operation will require services which, either through their nature, or the level of service required, are beyond the resources of a single organisation.
recognition of this, AVEVA Consulting has established a series of Solution Partner programmes, focused on the formation of strategic alliances and partnerships with organisations whose technology, resources and acknowledged expertise complements our own. Through these
grammes, AVEVA Consulting and its solution partners, deliver world-class technology, consultancy and services across all the elements involved in enterprise-scale business solution provision. Throughout the process industries, as in most other sectors, the strategic role of IT within
business is well understood. Many organisations have invested heavily in enterprise IT systems and are using these as a platform for integrating, optimising and re-engineering a signicant proportion of their operational business activities. However, the production operations of
industry involve complex manufacturing processes and capital-intensive production facilities and generic enterprise IT systems do not address the information management needs or business processes associated with designing, constructing, operating, maintaining and
ommissioning these facilities. Since the overall costs of these activities for an organisation can run into billions of dollars, an IT strategy that encompasses comprehensive enterprise-integration and consolidation of the engineering domain can deliver substantial business
rovement. AVEVA Consulting is the only provider of end-to-end business solutions, focused specically on the engineering domain of the process and power industries. Through our team of industry-leading business consultants, engineering and IT professionals, systems integration
cialists and project and programme managers, we offer a full range of services to design, build, implement, operate and support enterprise-scale business solutions. Close partnership with our clients extends these services beyond the technical elements of traditional IT solutions
vision. By developing a deep understanding of our clients operations and specic business drivers, our solutions embrace all the elements needed to deliver signicant and sustainable benets. From strategic and tactical business requirements planning, through technology selection
solution engineering, to the denition and implementation of business transformation requirements, AVEVA Consultings expertise is helping process industry companies around the globe meet their most challenging business objectives. AVEVA Consulting is a supplier of specialist
iness/technology consulting services to the process and power industries. Our team of consultants bring unique insights and practical industry experience to engineering contractors and owner/operators across all sectors of the industry. Working in partnership with our clients
me of the worlds largest corporations our experience in applying advanced technologies to solve complex business problems, is second to none. By focusing on the engineering domain we are addressing a fundamental and substantial part of our clients business which, due
ts complexity, has been largely neglected in the search for IT-enabled business improvement. Our people are predominantly engineering or IT professionals who have spent many years either working in, or providing services to, leading blue-chip process industry organisations. We
erstand the issues that concern our customers and have real practical expertise in providing solutions that address these concerns. The process and power industries are made up of a variety of organisations whose outputs range from oil and gas to food, pharmaceuticals and
ctricity. Unlike most discrete manufacturing operations, for the majority of chemical production processes it is impossible to separate the material transformation requirements of the process from the characteristics of the plant processing it. This inter-dependence means that plant
et information is key to operational productivity, as well as plant maintenance and modication and that integrating and re-using information throughout the plant lifecycle offers considerable opportunity for business improvement, both in plant operations and plant engineering.
wever, realising these improvements has been hampered by two key characteristics of the industry. First, the traditional operating model of an EPC contractor designing and constructing a plant, then handing it over to the owner/operator, has fostered an insular, company-centric
roach to IT strategy for the engineering domain; at odds with todays drive for greater business collaboration. Secondly, the complexity of the domain itself, means that most companies still determine their IT needs based on application functionality, rather than integration and
loitation of the information systems involved. At AVEVA Consulting, we are dedicated to increasing the efciency and effectiveness of our clients operations, by providing solutions that overcome these limitations and unleash the industrys latent potential for collaborative business
rovement. To do so, we challenge not only the capabilities of the supporting technology, but also the way companies do business. Leveraging our detailed domain expertise and specialist technology skills, we work with our clients to understand and inuence their business
ectives. The result a new generation of business solution, focused on enterprise-integration of the engineering domain, and collaborative exploitation of information capital, throughout the plant lifecycle. We call this collaborative lifecycle engineering (CLE). Today, AVEVA
sulting is the only organisation with the expertise and innovative thinking needed to design and deliver CLE solutions. Throughout the process industries, as in most other sectors, the strategic role of IT within the business is well understood. Many organisations have invested
vily in enterprise IT systems and are using these as a platform for integrating, optimising and re-engineering a signicant proportion of their operational business activities. However, the production operations of the industry involve complex manufacturing processes and capital-
ensive production facilities and generic enterprise IT systems do not address the information management needs or business processes associated with designing, constructing, operating, maintaining and decommissioning these facilities. Since the overall costs of these activities
an organisation can run into billions of dollars, an IT strategy that encompasses comprehensive enterprise-integration and consolidation of the engineering domain can deliver substantial business improvement. AVEVA Consulting is the only provider of end-to-end business
utions, focused specically on the engineering domain of the process and power industries. Through our team of industry-leading business consultants, engineering and IT professionals, systems integration specialists and project and programme managers, we offer a full range of
vices to design, build, implement, operate and support enterprise-scale business solutions. Close partnership with our clients extends these services beyond the technical elements of traditional IT solutions provision. By developing a deep understanding of our clients operations
specic business drivers, our solutions embrace all the elements needed to deliver signicant and sustainable benets. From strategic and tactical business requirements planning, through technology selection and solution engineering, to the denition and implementation of
iness transformation requirements, AVEVA Consultings expertise is helping process industry companies around the globe meet their most challenging business objectives. AVEVA Consulting is a supplier of specialist business/technology consulting services to the process and power
ustries. Our team of consultants bring unique insights and practical industry experience to engineering contractors and owner/operators across all sectors of the industry. Working in partnership with our clients some of the worlds largest corporations our experience in applying
d t h l i t l l b i bl i d t B f i th i i d i dd i f d t l d b t ti l t f li t b i hi h d t it l it h b l l l t d i th h f IT
Page 54 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
AVEVA Consulting
7 Mind 7.3 INTERFERENCE
Shall you tell him or I?
INTERFERENCE positive and necessary, whatever the short-term consequences.
C O N S U L T I N G
TM
ABOVE: KNOWING eyes meet
the camera lens acknowledging
what would otherwise be a
private and personal moment of
adjustment. It is specic
INTERFERENCE; a well-intended
intervention.
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e S4
The second rmword is a positive INTERFERENCE. This is the point when, with full
awareness and judgement, someone is seen to alter the course of a process or
automation that would have otherwise proceeded along its predestined path. Without
this executed intervention, the automation being interfered with would have
continued on its planned path.
Below are some visual examples of this positive INTERFERENCE.
Page 55 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
ABOVE: Balancing on a bench actioning a precise point of
INTERVENTION, captured in an environment strongly
AUTOMATIC.
ABOVE: An otherwise average meeting scene (arguably
AUTOMATIC) is pertinent to INTERFERENCE, due to the
gure standing (RIGHT) who, knowingly holding the
balance of the moment, purposely interjects
(INTERFERENCE).
BELOW: A similar meeting scene, but one lacking any
clear or dened moment of INTERFERENCE. In terms of
the AVEVA Consulting rmwords it contributes no positive
communication.
ABOVE: A team with a focus beyond the immediate view
of the camera. They could be said to be intent on
INTERFERENCE. It is lacking in other rmwords, hence its
more limiting resonance.
The reason for this type of INTERFERENCE is to further action, give momentum to, x, alter,
change direction of, snapshot or take personal and absolute charge of the situation. It is a
moment of personal power power exercised because the automation being interfered with
needs feeding or harvesting.
INTERFERENCE is a form of disruption but always a positive and clearly understood one.
It is not an uncertain interjection of worsening confusion.
It is always acute.
This leads us to our third and nal rmword, as detailed overleaf. If AUTOMATIC is the
laborious result of past actions and experiences, then INTERFERENCE is the ability to dip
into or ride upon that source of energy. It is that still, self-conscious and transformational
moment of KNOWING when and what you do matters most. It is that contained and pivotal
moment of balance when you hold the scales, and the world revolves or changes direction
because of you.
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e SS
AVEVA Consulting
7 Mind
Page 56 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
7.4 KNOWING
KNOWING is the reconciling force between AUTOMATIC and its opposition, INTERFERENCE. It
is the intellectually precise and critical moment of choice and decision, the exact KNOWING
moment between observing AUTOMATIC and allowing it to continue uninterrupted, or to
intervene, adjust or perhaps test the result. It is a balance of judgement discretion,
discernment, prudence, wisdom, clear headedness, perception, perspicuousness, acumen,
intelligence and understanding. It is a self-knowledge, profound and never a struggle, or act
of conceit. It is not seeking, rather it is KNOWING what is. It is perception of the moment.
It punches beyond mere determination, opinion and seeking. It is beyond the not unworthy
ability to weigh, estimate, ponder, consider, deliberate, assess, compare and evaluate. It is
KNOWING the answer, but more, KNOWING perfectly within the moment.
KNOWING through informed choice just about to be
caught in the act the keystroke of INTERFERENCE. The
result of a condent deliberation to break AUTOMATIC
and not a route of weakness or process of duress.
KNOWING, wisdom and poised? This person seems to infer
all these values he is in charge of his moment, charged
and potentially transformational.
KNOWING the moment of realisation and pure being. It is
beyond merely pondering. Here KNOWING is shared as eye
contact with the camera is uncompromised.
In control of his own doorway, what does he know?
Certainly some realisation has occurred. He seems to be
demonstrating KNOWING. What he does with it can be
continued though the relation of copywriting or other
graphics.
Is this truly KNOWING, or is there a hint of defence? If
you study this photograph carefully, the answer does not
seem to be clear. Furthermore, there is no support or
suggestion of AUTOMATIC or INTERFERENCE. Either could
perhaps be suggested with the addition of other graphics
or copywriting. In other words, one could use this
photograph but with care or else it may seem too
neutral in relation to the AVEVA Consulting rmwords.
KNOWING but with a hint of struggle? Maybe not, but there
is a very slight hint of uncertainty in the eyes; some
possibly unvoiced doubt which undermines the rmword. It
is as though it needs enforcing by some other conrmation
or explanation.
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e Sc
Page 57 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
KNOWING,
AUTOMATIC,
INTERFERENCE
Automated to the hilt, the
interference is his to give or
receive. He is in control.
After all it is his choice to
walk as he works. And with
all that baggage, a sense of
knowing what is and matters
most physically and
mentally will not go amiss.
AVEVA Consulting
7 Mind 7.5 Summary
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e S
Page 58 | AVEVA identity guidelines | Section 2 | AVEVA Consulting
001.JPG
Ill try this suddenly unsure still unsure but Ill try again too pleading
what next? uncertain, thats what its knowing what to do and this situation isnt easy but I never give up
same negative interference I think I know Im sincere Im encouraged and now Im on full alert
now, nally, get set go! but that didnt work but now I get it and this will hit target
AVEVA Consulting AVEVA Consulting AVEVA Consulting AVEVA Consulting AVEVA Consulting
002.JPG 003.JPG 004.JPG 005.JPG
011.JPG 012.JPG 013.JPG 014.JPG 015.JPG
021.JPG 022.JPG 023.JPG 024.JPG 025.JPG
031.JPG 032.JPG 033.JPG 034.JPG 035.JPG
041.JPG 042.JPG 043.JPG 044.JPG 045.JPG
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receiving a response listening disagreeing negative interference. In fact way too many distractions
even waiting for a response now Im frustrated now distracted now puzzled or is it him puzzling me?
but all this waiting and more waiting Ive got an idea I know the answer but still I have to wait
my time is here perfect knowing positive interference beautiful automation in the moment
AVEVA Consulting AVEVA Consulting AVEVA Consulting AVEVA Consulting AVEVA Consulting
006.JPG 007.JPG 008.JPG 009.JPG 010.JPG
016.JPG 017.JPG 018.JPG 019.JPG 020.JPG
026.JPG 027.JPG 028.JPG 029.JPG 030.JPG
036.JPG 037.JPG 038.JPG 039.JPG 040.JPG
046.JPG 047.JPG 048.JPG 049.JPG 050.JPG
KNOWING,
AUTOMATIC,
INTERFERENCE
Automatic, responsive, aware, intent
and following through without
hesitation. To his audience his actions
are a positive interference, the result of
a perfectly balanced, seamless and
spontaneous mix of knowing this
conforms to and is AVEVA Consulting
projecting at its most potent.
The section of the photograph cropped
(in AVEVA Blue) accentuates the impact
and concentration of rmword values.
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e S9
AVEVA identity guidelines
AVEVA Engineering IT
3
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e cI
Introduction 63
1 AVEVA Engineering IT logo 64
1.1 Main Colour Version 64
1.2 White on Halftone 65
1.3 White on Solid 66
1.4 Mono Version 67
1.5 Defendable Space 68
1.6 Positioning 6970
1.7 Logo Sizes 7172
2 Colour 73
2.1 Primary Palette 73
2.2 Preferred Usage 74
2.3 Secondary Palette 75
2.4 Tints 76
2.5 Colour Matching 77
3 Typefaces 78
3.1 ITC Ofcina Sans 7879
3.2 Geometric 8081
4 Stationery 82
4.1 Letter heading 8283
4.2 Compliment Slip 84
4.3 Business Card 85
5 Email 86
5.1 Email Standards 86
6 Typography 87
6.1 Grids 87
6.2 General Guidance 8890
7 House Style 91
7.1 Copyright and other issues 91
8 Print Specication 92
8.1 Colour Tabs 9293
AVEVA Engineering IT
Identity Guidelines
Page 62 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
Contents
9 AVEVA Engineering IT Mind 94
9.1 Firmwords 9495
9.2 Central Focus 96
9.3 ACTIVE 97
9.4 CLEAN 98
9.5 GEOMETRICAL 99
9.6 Demonstration
Pipeline Magazine 100101
9.7 Demonstration
Sample Brochure 102
9.8 Demonstration
Press Release Paper 103
9.9 Demonstration
Diagram 104105
9.10 Demonstration
Photography 106107
9.11 Summary 108109
Further guidance is available from:
identity@aveva.com
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Page 63 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
AVEVA Engineering IT
This section covers the guidelines for the
AVEVA Engineering IT identity. Within these pages
you will nd detailed specications for all the
major graphical elements together with a further
subsection of the mind of AVEVA Engineering IT.
It is there, within the Mind section, that you will
nd extensive demonstrations and analysis of the
particular and specic visual values and intangibles
that underpin this identity.
All guardians and ongoing contributors towards
this identity should endeavour to always maintain
this guiding consistency and focus in all they do,
adding and supplementing within its intentional
focus as revealed within these pages. This focus is
as important in visual terms as it is behaviourally.
For example, the communication and marketing
channels themselves should also t within the
values of the identity and certainly never
negatively oppose them.
Care must also be taken to ensure, that despite its
unique nature and predominant colour of
AVEVA Orange, the AVEVA Engineering IT identity
should remain rooted and anchored within the
perceived ownership and belonging of the
AVEVA Group as a whole. Reference, even when
necessarily minimal, such as the use of
AVEVA Blue, should always remain at least a
component part of any overall communication.
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e c
Page 64 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
1.1 Main Colour Version
The main version of the AVEVA Engineering IT logo is AVEVA Blue and Grey on white:
This approved logo is available in software form.
At no time should this logo be redrawn, reset or altered.
Do not use this AVEVA Engineering IT logo within text.
TM
AVEVA Engineering IT
1 Logo
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e c4
Page 65 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
1.2 White on Halftone
This secondary version of the logo is reversible out of any coloured halftone or full colour
photograph/screendump, providing clarity is assured. Note that when reversing out of solid
colour backgrounds, only AVEVA Orange, Black or Silver are permitted see following page.
TM
AVEVA Engineering IT
1 Logo
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e cS
1.3 White on Solid
The AVEVA Engineering IT logo only can appear White out of solid (100%) AVEVA Orange or
Black see Section 3/2.1/page 73 either from solid colour, photographic or illustrative
background, providing clarity is assured.
Note that no other solid coloured backgrounds are permitted, including
AVEVA Blue and VANTAGE Red:
Page 66 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
TM
TM
TM
TM
AVEVA Engineering IT
1 Logo
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e cc
Page 67 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
1.4 Mono Version
Where colour is not available, the AVEVA Engineering IT logo can appear in White
out of Black,
or Black on White:
These approved logos are available in software form.
At no time should these logos be redrawn, reset or altered.
Do not use any AVEVA Engineering IT logo within text.
TM
TM
AVEVA Engineering IT
1 Logo
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e c
Page 68 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
The AVEVA Engineering IT logo is protected by an area of defendable space, as shown below:
B is the absolute minimum space which should be left between the logo and any adjacent
text objects or edges of print area. This space is determined by drawing a square the height
of the A in AVEVA, then dividing in two.
1.5 Defendable Space
B B
B B
TM
AVEVA Engineering IT
1 Logo
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e c8
TM
Page 69 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
1.6 Positioning
A
TM
A
The preferred logo position within any unrestricted display area is achieved by drawing a
guide line at 45 from any corner and passing this through the tip of either A in the AVEVA
logo. Then using a measurement no less than A align with a display edge or other key
element, maintaining the 45 position.
AVEVA Engineering IT
1 Logo
A
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e c9
Illustration left: an example of positioning with the left-hand A of AVEVA.
Illustration below: another alternative is to position centrally within a dedicated display
area, where all four margins are signicantly greater than measurement A, as shown above.
Note that the vertical alignment is adjusted slightly upwards to give the correct visual
appearance of centre.
Page 70 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
Illustration above: in a restricted
situation, and where positioning along
the 45 line is not ideal, position using
margins of no less than A.
TM
A
no less than A A
TM
TM
TM
AVEVA Engineering IT Limited
High Cross, Madingley Road
Cambridge CB3 0HB UK
Tel: +44 (0)1223 556655
Fax: +44 (0)1223 556666
www.aveva.com
engineeringit@aveva.com
TM
TM
TM
A
A
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 0
Page 71 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
1.7 Logo Sizes
For all paper printed items, all AVEVA logos should ideally conform to the four set sizes, as
shown here.
For non-paper printed items these sizes can be disregarded. For example, signage, exhibition
graphics, gift items and website application.
SELECTING THE CORRECT LOGO SIZE
All logos measuring more than 15 mm, but less than 170 mm, must conform to the four set
sizes below.
Below 15 mm or above 170 mm there are no such restrictions.
ANY SIZE
PERMITTED
ANY SIZE
PERMITTED
0 5
1
0
1
5
2
0
3
0
3
2
2
6
3
5
4
0
4
5
5
0
5
5
6
0
6
4
7
0
7
5
8
0
8
5
9
0
9
5
1
0
0
1
0
5
1
1
0
1
1
5
1
2
0
1
2
5
1
2
9
1
3
5
1
4
0
1
4
5
1
5
0
1
5
5
1
6
0
1
6
5
1
7
0
1
7
5
1
8
0
1
8
5
TM
SET SIZES ONLY
TM
TM
TM
AVEVA Engineering IT
1 Logo
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e I
Medium
Where prominence is
important.
64 mm
Large
To ll most paper printed
display areas.
129 mm
Normal
Ideal front cover logo size.
32 mm
Small
Ideal back cover logo size.
26 mm
Page 72 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
CORRECT MEASUREMENT
Measure all logos as the distance between the extremes of each A in AVEVA.
TM
TM
TM
TM
TM
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e ?
2.1 Primary Palette
AVEVA Engineering IT
2 Colour
Page 73 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
AVEVA Orange
Pantone Orange 021 C
Use as SPOT colour when possible
CMYK: Cyan 0, Magenta 70, Yellow 100, Black 0
High White
AVEVA Black
Pantone Black C
CMYK: Black 100
Note: when printing Black in CMYK litho
printing, and if used over a wide area,
underlay with 40% Cyan.
AVEVA Blue
Pantone 646 C
Shown here in CMYK:
Cyan 69, Magenta 18, Yellow 0, Black 23
NOTE: check colours against Pantone colour specier, NOT the colour(s) shown here.
These are the primary AVEVA Engineering IT colours.
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e
The dominant AVEVA Engineering IT colours are AVEVA Orange and White. It is these
colours which give AVEVA Engineering IT, as a division, its unique position within the
group. Although other divisions, may from time-to-time use this same colour, they will
be doing so in order to signpost, make reference or otherwise suggest the operations of
AVEVA Engineering IT.
Use AVEVA Blue sparingly but enough to anchor the identity within the AVEVA Group.
Use Black and the other colours as accents.
Use VANTAGE Red sparingly and specically when
promoting the VANTAGE brand.
Page 74 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
2.2 Preferred Usage
TM
AVEVA Engineering IT Limited
High Cross, Madingley Road
Cambridge CB3 0HB UK
Tel: +44 (0)1223 556655
Fax: +44 (0)1223 556666
www.aveva.com
engineeringit@aveva.com
TM
AVEVA Engineering IT Limited
High Cross, Madingley Road
Cambridge CB3 0HB UK
Tel: +44 (0)1223 556655
Fax: +44 (0)1223 556666
www.aveva.com
engineeringit@aveva.com
colours
AVEVA Engineering IT
2 Colour
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 4
Page 75 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
2.3 Secondary Palette
AVEVA SECONDARY COLOURS
From time-to-time the AVEVA Engineering IT identity can be carefully supplemented by other
colours. Always remember that the Primary Palette Colours should always maintain
dominance when viewing any communication project as a whole.
AVEVA Light Grey
Pantone Warm Grey 2 C
Shown here in CMYK: Cyan 0, Magenta 6, Yellow 6, Black 11
AVEVA Mid Grey
Pantone Warm Grey 6 C
Shown here in CMYK: Cyan 0, Magenta 9, Yellow 11, Black 30
AVEVA Dark Grey
Pantone Warm Grey 10 C
Shown here in CMYK: Cyan 0, Magenta 15, Yellow 27, Black 56
AVEVA Lime White
CMYK: Cyan 10, Magenta 5, Yellow 15, Black 0
AVEVA Cool Grey
Pantone 442 C
Shown here in CMYK: Cyan 6, Magenta 0, Yellow 6, Black 23
AVEVA Light Stone
CMYK: Cyan 0, Magenta 0, Yellow 10, Black 10
VANTAGE Red
Pantone Rubine Red C
(Or CMYK: Cyan 0, Magenta 100, Yellow 20, Black 0)
Plant Engineering Beige
Pantone 4515 C
Shown here in CMYK: Cyan 0, Magenta 20, Yellow 40, Black 25
Plant Design Blue
Pantone 571 C
Shown here in CMYK: Cyan 50, Magenta 0, Yellow 18, Black 0
Project Resource Management Pink
Pantone 473 C
Shown here in CMYK: Cyan 0, Magenta 28, Yellow 33, Black 0
Enterprise Integration Green
Pantone 577 C
Shown here in CMYK: Cyan 23, Magenta 10, Yellow 44, Black 10
NOTE: check colours against Pantone colour specier, NOT the colour(s) shown here.
These are the
secondary VANTAGE
colours, and can be
used when highlighting
the differences
between the four
modules of VANTAGE
software is considered
either useful or
necessary.
VANTAGE
AVEVA Engineering IT
2 Colour
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e S
REVERSE
OVERPRINT
REVERSE
OVERPRINT
REVERSE
OVERPRINT
REVERSE
OVERPRINT
REVERSE
OVERPRINT
REVERSE
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
Page 76 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
2.4 Tints


AVEVA Orange
Shown here as spot colour
AVEVA Blue
Shown here in CMYK
Black
AVEVA Light Grey
Shown here in CMYK
AVEVA Mid Grey
Shown here in CMYK
AVEVA Dark Grey
Shown here in CMYK
AVEVA Lime White
CMYK only
AVEVA Cool Grey
Shown here in CMYK
AVEVA Light Stone
CMYK only
100 90 80 70 60 50 40 30 20
Most AVEVA Colours can be used as colour tints.
AVEVA Engineering IT
2 Colour
REVERSE
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
Reverse
Overprint
Reverse
COLOUR
Overprint
Reverse
COLOUR
Overprint
Reverse
COLOUR
Overprint
Reverse
COLOUR
Overprint
Reverse
COLOUR
Overprint
REVERSE
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
OVERPRINT
VANTAGE Red
Shown here as spot colour
Plant Engineering Beige
Shown here in CMYK
Plant Design Blue
Shown here in CMYK
Project Resource Management Pink
Shown here in CMYK
Enterprise Integration Green
Shown here in CMYK
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
REVERSE
COLOUR
OVERPRINT
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e c
Page 77 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
PRINTING COLOURS
Paper surface
When looking at printing ink, the colour it produces depends on a number of factors
especially the quality of paper on which the ink is printed.
An uncoated paper absorbs ink producing a matt surface with a low colour saturation.
A coated paper prevents the ink from penetrating the paper producing a shiny surface with
a vivid colour saturation. For this reason all colours for printing are specied as coated, a C
after the colour number. When printing onto uncoated paper great care should be taken to
visually match these coated specications as accurately as possible.
Colour density
A given colour of ink printed onto a given type of paper can turn out differently from one
time to another, depending on how much ink the printing press delivers. For the correct
density, refer to any Pantone Colour manual or swatch.
Lighting conditions
A colour looks different depending upon the lighting conditions under which it is viewed.
Light from a normal electric bulb tends to be red, whereas light from a uorescent tube
tends to be blue. For this reason, it is recommended that all colours, where possible, should
be viewed in a good neutral light such as natural daylight.
Size of coloured surface
How a colour is seen also depends on the size of the coloured surface being viewed.
A large surface area tends to reect more light therefore making the colour appear lighter,
whilst a smaller surface area of colour tends to appear darker.
WEB COLOURS
AVEVA colours transferred for use onto web-based graphics can vary due to differing
standards between different software and hardware providers and the absence, to date
[2001], of an industry standard which will behave consistently across all design software
packages and the hardware they run upon. In the meantime, please refer to AVEVA for
specications and guidance.
2.5 Colour Matching
AVEVA Engineering IT
2 Colour
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e
ABCDEFG
HIJKLMN
OPQRSTU
VWXYZ
The main AVEVA Engineering IT typeface is ITC Ofcina Sans.
Use this typeface for all headlines and text matter.
Use Bold and italics sparingly, such as for subheadings and other emphasis.
Page 78 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
3.1 ITC Ofcina Sans
x
y
z
a
b
c
AVEVA Engineering IT
3 Typefaces
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 8
Page 79 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
ITC OFFICINA SANS BOOK
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
ITC OFFICINA SANS BOLD
ABCDEFGHIJKLMNOPQRS
TUVXWYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
ITC OFFICINA SANS BOOK ITALIC
ABCDEFGHIJKLMNOPQRS
TUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 9
ABCDEF
GHIJKL
MNOPQ
RSTUVW
XYZ
The secondary AVEVA Engineering IT typeface is Geometric 415 Lite and Black.
Use this typeface in a support role, such as headings, subheadings or introductory paragraphs.
Page 80 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
3.2 Geometric
a
b
c
d
e
AVEVA Engineering IT
3 Typefaces
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 80
GEOMETRIC 415 LITE
ABCDEFGHIJKLMNOPQRSTUVXWYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
GEOMETRIC 415 BLACK
ABCDEFGHIJKLMNOPQRSTUVXWYZ
abcdefghijklmnopqrstuvwxyz
1234567890!?&%$():;
ABCDEFGHIJ
KLMNOPQR
STUVWXYZ
GEOMETRIC
Page 81 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 8I
4.1 Letter Heading
AVEVA Engineering IT
4 Stationery
Page 82 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
The design of letter headings, continuation paper, compliment slips and business cards is
non-negotiable. This stationery must be produced exactly to the following specications and
appear as the examples shown within this section.
LETTER HEADING SPECIFICATIONS
Left margin: 25 mm.
Top margin: 10.5 mm.
Logo colours: AVEVA Blue see Section 3/2.1/page 73
and AVEVA Mid Grey see Section 3/2.3/page 75.
Logo position and size: top right corner with conforming to space A
see Section 3/1.6/pages 6970 and Section 3/1.7/pages 7172.
Address details
All address and communication details appear in AVEVA Blue. Position with a left margin of
25 mm. Align top line of address details 90 mm from top edge of page and horizontally range
in the manner illustrated on the following page. Typography: ITC Ofcina Sans Bold 7/9 pt.
Registered ofce details in ITC Ofcina Sans 6/9 pt.
Word Processing
See full size example opposite for details.
Paper
A high quality white paper with a minimum weight per 500 sheets for size 17 x 22 = 24 lb
(90100 g/m
2
or similar). A suitable type is Zeta Mattpost 100 g/m
2
Brilliant White.
The page opposite shows a full size example of an AVEVA Engineering IT letter heading. To
assist you, guides are shown in light blue, with additional notes in orange.
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 8?
AVEVA Engineering IT Limited
High Cross, Madingley Road, Cambridge CB3 0HB UK
Telephone +44 (0)1223 556655
Fax +44 (0)1223 556666
www.aveva.com
rstname.lastname@aveva.com
Mr Andrew Foxton
Zellencole GmbH
Otto-Volger-Strae 9b
Im Limespark
65843 Sulzbach/Taunus
Germany
1 September 2001
Our reference
Your reference
TM
Move horizontally to suit
Use a third address line if necessary
Registered ofce as address
Registered in England, number 803680
Dear Mr Foxton
AVEVA Identity
Standard letters should be typed using Arial 10 pt text and line spacing of 14 pt where possible.
The standard left margin should be 25 mm. The right margin is also 25 mm.
The main text of the letter must range left against the margin, unjustied. Always start the body
of the letter below the rst fold mark. Paragraphs should be separated by a line space, and not
indented. The AVEVA name should always appear in upper case when appearing in text. It should
conform to the style of the text in which it is appearing see section 1.8 of this identity manual. The
heading referring to the content of the letter should be in bold Arial 10 pt to give emphasis. There is
no need for any double emphasis such as capitals or underscoring.
Yours sincerely or Yours faithfully should appear two lines below the last line of the letter, then a
minimum of ve lines should be left between this and the senders name and title for signature.
Yours sincerely
Chris Heathcote
Business Manager
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 8
4.2 Compliment Slip
AVEVA Engineering IT
4 Stationery
Engineering Plant Lifecycle Solutions
Follow the same guidelines as for letter headings for the specication of the
AVEVA Engineering IT logo, name and address details and paper quality.
With Compliments
Set in ITC Ofcina Sans Bold 12 pt upper and lower case, aligned as shown below:
Front of Compliment Slip,
shown same size (99 x 210 mm).
Move horizontally to suit
Use a third address line if necessary
Rear of Compliment Slip,
shown same size (99 x 210 mm).
AVEVA Engineering IT Limited
High Cross, Madingley Road, Cambridge CB3 0HB UK
Telephone +44 (0)1223 556655
Fax +44 (0)1223 556666
www.aveva.com
rstname.lastname@aveva.com
with compliments
Plant Lifecyle Solutions is set in
ITC Ofcina Sans Bold, White, 9 pt
TM
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 84
4.3 Business Card
AVEVA Engineering IT
4 Stationery
Page 85 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
The design of business cards is non-negotiable. This stationery must be produced exactly to
the following specications and appear as the examples shown below.
Telephone number options
The design of the card allows for up to four lines of telephone and/or fax numbers.
Board
A high quality white board with a minimum weight per 500 sheets for
size 20 x 26 = 128 lb (340 gm
2
or similar). A suitable type is Mellotex Ultra White.
Business Card front
shown same size (50 x 90 mm)
Typography
Name
9/12 pt ITC Ofcina Sans Bold, AVEVA Blue.
Title
6/8 pt ITC Ofcina Sans Book Italic, Black.
Address
6/8 pt ITC Ofcina Sans Book, Black.
4 pt space between postal address and
website and email details.
Telephone and fax
6/12 pt ITC Ofcina Sans Book, Black.
Business Card reverse
shown same size (50 x 90 mm)
Background colour
AVEVA Blue, bleeding four edges.
Engineering Plant Lifecycle Solutions
9/12 pt ITC Ofcina Sans Bold, white,
21 mm from top edge and aligned with same
right-hand margin as Business card front
(6.5 mm).
Engineering Plant Lifecycle Solutions
AVEVA Engineering IT Limited
High Cross, Madingley Road
Cambridge CB3 0HB UK
chris.heathcote@aveva.com
www.aveva.com
Telephone +44 (0)1223 556655
Direct Dial +44 (0)1223 556647
Mobile +44 (0)7174 563728
Fax +44 (0)1223 556666
Chris Heathcote
Business Manager
TM
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 8S
5.1 Email Standards
Page 86 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
AVEVA Engineering IT
5 Email
In general
Email, as a communication, is to be treated with the same degree of caution and importance
as any other, such as a letter. As a communication, it represents the AVEVA Group and/or the
division on whose behalf you are communicating. The legal ramications of being both
correct, clear and fair in what you say cannot be over-emphasised. Additional information on
the correct use of email is contained within the Groups email policy document.
Appearance
Construct the body of your email in Arial 10pt, ending with your full name and AVEVA job
title in the same size. Use 8pt for the address and communication information separated by a
blank line space. Range all text left with no tabs, and punctuate in the style of the example
shown below:
Name
Job Title
AVEVA Engineering IT Limited
High Cross, Madingley Road,
Cambridge CB3 0HB UK
Direct Dial +44(0)1223 556123
Switchboard +44(0)1223 556655
Fax +44(0)1233 556666
rstname.lastname@aveva.com
www.aveva.com
An AVEVA Group plc Company
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 8c
6.1 Grids
AVEVA Engineering IT
6 Typography
Page 87 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
g
r
i
d
s
The purpose of grids are to provide clean
and disciplined frameworks for typography
and graphics.
The purpose of this identity manual is not to
limit the designer. The illustrations produced
here are to provide assistance when
producing documents in 13 A4 and A4. The
same principle can be applied to US sizes.
Of course, page, screen and panel sizes can
be created in any size and one may be
forced through necessity or creativity to
create ones own grid. Often, the size and
position of the AVEVA Engineering IT logo
itself will suggest a possible grid design.
MARGINS
The illustration on this page shows a 13 A4
page size (shown at 50% actual size) with
margins of 12 mm. Gutters between columns
should be a minimum of 3 mm. If the item
is destined to be hole-punched or bound, it
is advisable to allow a gutter margin of
18 mm.
This grid, and including the grids shown on
the following pages, should be regarded as
standard AVEVA grids, however, the designer
is free to radically reduce or expand margins
if the effect this design creates warrants it,
and increase the number of columns up to a
maximum of ve.
HORIZONTAL LINES
Divide the overall page height by three to
produce two useful horizontal grid lines.
Likewise, use other horizontal lines as
desired to create an exciting grid.
13 A4, 1 column grid
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6.2 General Guidance
GENERAL RULES
Use ITC Ofcina Sans as the main corporate
font, and supplement with Geometric.
Always range left or right;
never justify text within a column.
Use single line spaces for paragraph
breaks. Do not indent for paragraphs.
For bullet points, use one of the following
Zapf Dingbats font character in any AVEVA
colour of your choice, or reversed out of
any background colour.
Applemac, keystroke z,
Zapf Dingbats font
Applemac, keystroke z,
Zapf Dingbats font
Applemac, keystroke z,
Zapf Dingbats font
Applemac, keystroke z,
Zapf Dingbats font
Standard Tab is 5 mm.
IDEAL TYPESIZES
Headlines
Use ITC Ofcina Sans Bold, or Geometric
415 Lite or Black, 14 on 16 pt upwards.
Subheadings
Use ITC Ofcina Sans Bold capitals, 9 on
12 pt, highlighted in an AVEVA colour if
preferred. Follow with optional line space
or half line space.
Secondary subheadings
Use ITC Ofcina Sans Book Italic,
9 on 12 pt. Follow with optional line or
half line space.
Main text
Use ITC Ofcina Sans Book, 9 on 12 pt.
Captions
Use ITC Ofcina Sans Book Italic,
7 on 9 pt.
Address details
Use ITC Ofcina Sans Book, 7 on 9 pt
(or 9 on 12 pt).
Image credits
Use ITC Ofcina Sans Book, 4 on 6 pt.
Quotations
Use Geometric 415 Lite, 12 on 17 pt in
30% Black or 100% other colour.
Introductory text
You have the option to use Geometric 415
Black, 9 on 12 pt in Black.
Examples
14 pt upwards Ofcina
14 pt upwards Geometric
ITC OFFICINA SANS BOLD, 9 ON 12 PT
ITC Ofcina Sans Book Italic, 9 on 12 pt
ITC Ofcina Sans Book, 9 on 12 pt
ITC Ofcina Sans Book Italic, 7 on 9 pt
ITC Ofcina Sans Book, 7 on 9 pt (or 9 on 12 pt)
ITC Ofcina Sans Book, 4 on 6 pt
Geometric 415 Lite, 12 on
17 pt, 30% grey or 100% other
colour, including white out of
background colour.
Introductory text can often be set in
Geometric 415 Black, 9 on 12 pt,
creating an interesting counter-point to
the main and dominating use of ITC
Ofcina Sans elsewhere.
This page uses a 3 column grid with an 18 mm gutter margin and 12 mm elsewhere.
AVEVA Engineering IT
6 Typography
Page 88 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
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VANTAGE PDMS forms the core of
AVEVAs range of plant design
solutions a key component in
the companys integrated
engineering IT solution. VANTAGE
PDMS is widely acknowledged to
be the worlds most successful 3D
plant design system, with a
20-year track record of use on
more than 2,000 projects by over
500 customers worldwide.
VANTAGE PDMS enables both
managers and engineers to take
full advantage of unrivalled
functionality, satisfying the
demands of complex plant
design, whilst maintaining the
quality of the engineering
deliverables.
THE FASTEST ROUTE TO
OPERATING PLANT
In todays competitive market,
companies are increasingly
looking for ways to commission
plant earlier, delivering products
to market faster, whilst reducing
overall costs in design and
operation.
AVEVAs VANTAGE Plant Design
Management System (PDMS)
consistently provides the fastest,
most cost-effective route from
initial concept to operating
plant.
Designing an entire
power plant is a major
project only one system
could handle the volume
of 3D data we required.
VANTAGE PDMS gives us
a unique chance to
remain competitive in the face of other
suppliers with lower labour costs.
Financial savings on each project of
about 1015% are achieved.
Credit Name
Credit Company
Customer
Business
Model
Enterprise
Information
Model
Enterprise
Information
Model
Project
Execution
Model
Project
Execution
Model
VANTAGE
Plant
Design
VANTAGE
Plant
Engineering
VANTAGE
Enterprise
Integration
VANTAGE
Project Resource
Management
V A N T A G E
Plant Design
Management System
TM
AVEVA EVOLUTION text I/I/0 ?.09 PM Pa_e 89
TM
AVEVA Engineering IT Limited
High Cross, Madingley Road
Cambridge CB3 0HB UK
Tel: +44 (0)1223 556655
Fax: +44 (0)1223 556666
www.aveva.com
engineeringit@aveva.com
AVEVA Engineering IT believes the information in this publication is accurate as
of its publication date; such information is subject to change without notice.
AVEVA Engineering IT is not responsible for any inadvertent errors.
All product names mentioned are the trademarks of their respective holders.
Copyright 2001 AVEVA Engineering IT Limited. All rights reserved.
Examples
14 pt upwards
Ofcina
14 pt upwards
Geometric
ITC OFFICINA SANS BOLD,
9 ON 12 PT
ITC Ofcina Sans Book Italic,
9 on 12 pt
ITC Ofcina Sans Book,
9 on 12 pt
ITC Ofcina Sans Book Italic, 7 on 9 pt
ITC Ofcina Sans Book, 7 on 9 pt (or 9
on 12 pt)
ITC Ofcina Sans Book, 4 on 6 pt
IDEAL TYPESIZES
Headlines
Use ITC Ofcina Sans Bold, or
Geometric 415 Lite or Black,
14 on 16 pt upwards.
Subheadings
Use ITC Ofcina Sans Bold
capitals, 9 on 12 pt,
highlighted in an AVEVA colour
if preferred. Follow with
optional line space or half line
space.
Secondary subheadings
Use ITC Ofcina Sans Book
Italic,
9 on 12 pt. Follow with
optional line or half line space.
Main text
Use ITC Ofcina Sans Book,
9 on 12 pt.
Captions
Use ITC Ofcina Sans Book
Italic,
7 on 9 pt.
Address details
Use ITC Ofcina Sans Book,
7 on 9 pt
(or 9 on 12 pt).
Image credits
Use ITC Ofcina Sans Book,
4 on 6 pt.
Applemac, keystroke z,
Zapf Dingbats font
Applemac, keystroke z,
Zapf Dingbats font
Applemac, keystroke z,
Zapf Dingbats font
Applemac, keystroke z,
Zapf Dingbats font
Standard Tab is 5 mm.
GENERAL RULES
Use ITC Ofcina Sans as the
main corporate font, and
supplement with Geometric.
Always range left or right;
never justify text within a
column.
Use single line spaces for
paragraph breaks. Do not
indent for paragraphs.
For bullet points, use one of
the following Zapf Dingbats
font character in any AVEVA
colour of your choice, or
reversed out of any
background colour.
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AVEVA Engineering IT
7 House Style
Page 91 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
7.1 Copyright and other issues
OMISSION OF FULL STOPS
Avoid unnecessary full stops particularly in
address lines, telephone numbers, units of
measurement and initials.
CAPITALISATION
The VANTAGE brand name should always
appear in capitals with the family name in
lower case, for example VANTAGE Plant
Design Concept.
The name AVEVA, in text, should always
appear in capitals. Do not differentiate in
bold or italic use the same style as the
sentence within which the name appears.
In 1998, AVEVA revolutionised the plant design
industry with the introduction of VANTAGE Plant
Design Review the worlds rst interactive, real-
time visualisation software. VANTAGE Plant Design
Review enabled plant designs to be viewed as life-
like models, even before the design had been
completed, eliminating the need for expensive
plastic models.
The names AVEVA Group plc,
AVEVA Consulting and AVEVA Engineering IT
should appear as written within this
paragraph. Note that the forward slash as
used in the AVEVA Engineering IT logo only
appears in the logo, and not on any other
occasion. With all these names, do not
differentiate in bold or italic use the same
style as the sentence within which the name
appears.
COPYRIGHT NOTICE
Copyright is asserted by the symbol or, if
this is not possible, letter c between round
brackets (c), followed by the owner of the
rights and the year the document was
created.
AVEVA Consulting Limited, 2001
or (c) AVEVA Consulting Limited, 2001
Either of these establishes AVEVAs copyright
in the document on which it appears. The
year must be included. Assertion of
copyright is needed once and once only in
any document. On a data sheet or leaet it
can be placed anywhere according to the
design and layout of the item, usually on
the last page.
Additional statement(s) should also appear
to note AVEVAs copyright in products:
VANTAGE is AVEVA Engineering IT Limited
LOGO TRADEMARK (TM)
All AVEVA logos include a TM mark. This
should under all normal circumstances
always appear. The only exceptions to this
rule are signage and certain gift items
where, at the discretion of the designer, or
because of the limitations of scale and
production, it is benecial to omit it.
ACKNOWLEDGEMENTS
It is a legal requirement that the sources of
everything in copyright quotations, tables,
photographs, screendumps and illustrations
should be acknowledged. The normal
minimum requirement is made by stating
the author and title either adjacent to the
item concerned or elsewhere in the
publication. Occasionally the copyright
holder may specify where the
acknowledgement should appear.
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AVEVA Engineering IT
8 Print Specication
Page 92 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
8.1 Colour Tabs
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Orange
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
AVEVA
Blue
For precise colour specications see Section 3/2.1/page 73.
Note: AVEVA Orange is shown below in spot colour.
AVEVA Blue is shown in CMYK.
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THE
APPLICATION
OF
MIND TO
QUALIFY
ALL STYLE
AND
CONTENT
AVEVA Engineering IT
9 Mind
Page 94 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
9.1 Firmwords
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Page 95 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
ACTIVE
CLEAN
GEOMETRICAL
USING FIRMWORDS
The mechanical specications, as outlined earlier in this manual, instruct on the correct
logo, colours, typefaces, typography and grids. However, they do not describe the more
intangible qualities which underpin this identity. These are the visual signals which
communicate AVEVA Engineering IT at its best. They are those vital ingredients that give
AVEVA Engineering IT its ultimate visual appeal and strength.
The technique for focusing these intangibles is called rmwords.
There are three AVEVA Engineering IT rmwords: ACTIVE, CLEAN and GEOMETRICAL.
Understood and implemented wisely, they ensure the effective measurement of the
AVEVA Engineering IT identity.
Whatever falls within the remit of the AVEVA Engineering IT identity an advertisement
campaign, a dress code issue, a decision on sponsorship, an ofce interior project or any
other visual manifestation of the identity should be briefed, discussed and judged from
this common fulcrum.
It must be acknowledged that an identity is a living culture. It is never static. It is added
to or subtracted from on a continual basis of incremental change and advance. It is a
process of evolution with which we must take great care. If we do not persist in guiding
and measuring, we stand no chance of managing one of the cornerstones of our present
and future success.
If you would like to explore rmwords in more depth, and acquire the broader benets of
the issues of understanding and implementation of a cohesive design language, please refer
to The Art of Identity/Mark Rowden/Gower/ISBN 0-566-08318-3.
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The central focus of all AVEVA Engineering IT
communications should demonstrate the following:
AVEVA Engineering IT is an ACTIVE company with active
products. AVEVA Engineering IT is dynamic yet
practical. It is energetic, effective and powerful.
AVEVA Engineering IT is driven by an understanding of
GEOMETRICAL order, proportion and calculation. The
visual aspects of its products have total data
integrity. There is a reason and order to the usability
and appearance of the visual displays and presentation
this technology makes possible.
AVEVA Engineering IT is CLEAN in its communication
and appearance. It is sharp, well-dened, unclouded,
bright and unblemished. It illuminates the wider
boundaries and position of what can be termed
Engineering IT.
AVEVA Engineering IT
9 Mind
Page 96 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT001
9.2 Central Focus
FOCUS IN ORDER
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AVEVA Engineering IT
9 Mind
Page 97 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
9.3 ACTIVE
TO ACHIEVE
A
C
T
I
V
E
Firmwords represent a more substantial
understanding of what constitutes the
correct AVEVA Engineering IT identity than
just a single word can provide. Each rmword
contains and invites an ongoing rationale
and debate. Let us consider the word ACTIVE:
The opposite to ACTIVE is inactive, stationary,
still, lazy, dormant.
ACTIVE means, in part, energy. Therefore, where
possible, all of the AVEVA Engineering IT
identity should demonstrate this energy; this
activity.
Suggestion of activity through layout and
design, or pictorial representations of activity,
should be the norm.
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AVEVA Engineering IT
9 Mind
Page 98 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
9.4 CLEAN
CLEAN
This denition of CLEAN means clean surfaces surfaces made visible by the integrity of the
data underlying them. This data is rational and purposeful and in itself a form of visual
economy, clutter free also being an interpretation of CLEAN.
CLEAN does not include seeing beyond the surface or norms of ordinary experience. It is
rooted in the practical, logical and tangible. More obscure and less intelligible imagery should
be avoided. Instead, CLEAN means open and fresh in presentation, clean in manner, unsullied,
unmixed, unpolluted and outwardly unspoilt.
As a rmword it is intentionally challenging to the rmword ACTIVE. This is because ACTIVE
infers a certain assault on the senses. At times, ACTIVE opposes the more clinical calm of
CLEAN, but is reconciled by GEOMETRIC, a third force of order. GEOMETRIC, as well as its
other attributes, can provide apparent simplicity from complexity.
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GEOMET
AVEVA Engineering IT
9 Mind
Page 99 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
9.5 GEOMETRICAL
GEOMETRICAL, in terms of the AVEVA
Engineering IT identity, means pretending to
the laws of geometry. But more than
geometry, a perspective and order derived
from purposeful grids, proportion and logic.
Geometry and mathematics underpin
the products and expertise of
AVEVA Engineering IT. Mathematics
represents the laws of nature,
which is so often beautiful in its
deceptive simplicity and execution,
however complex the truth may be.
Advanced mathematics can appear avant
garde, graceful and profound.
R
I
C
A
L
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AVEVA Engineering IT
9 Mind
Page 100 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
9.6 Demonstration Pipeline Magazine
Firmwords offer the potential for design certainty.
This means an identity of no wasted opportunity.
This also implies that there is no inappropriate, neutral or negative
communications material or activity.
This helps ensure that there is no pointless argument about whether
a proposed design measures up to the ideals of the AVEVA
Engineering IT identity.
This is because the AVEVA Engineering IT rmwords make it possible
to rapidly measure all which pretends or promises to communicate
the AVEVA Engineering IT identity at its most potent level.
To illustrate this, here follows ve demonstrations of the
AVEVA Engineering IT rmwords in action.
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1
The graduation on the left is not
unpleasant, yet less CLEAN than the
alternative shown right.
2
Here the increased use of white produces a
cleaner, sharper, more dened contrast.


PIPEL NE
Volume 12 Issue 2
3
Now add some GEOMETRICAL order.
Notice how the i of Pipeline creates the
mainstay of the grid.
4
The picture of Richard Longdon now adds
an infusion of ACTIVE because his stance is
both direct and involving.
FINALLY
The addition of the text in a CLEAN
and uncluttered manner completes
the overall effect.
PIPEL NE
Volume 12 Issue 2
Building for
the Future
Under Construction
International
Expansion
Germany and South Korea
VANTAGE
Strengthening a Brand
A Natural
Working Tool
VANTAGE at Krupp Uhde
User Group Season
All the Meeting Reports
PIPEL NE
ON A
MISSION
AVEVA Engineering IT
New Business Vision
Volume 12 Issue 2
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AVEVA Engineering IT
9 Mind
Page 102 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
9.7 Demonstration Sample Brochure
1
This is how a brochure cover starts:
a blank space!
2
If we add a shaped block of AVEVA Light
Grey it helps to create a limited impression
of CLEAN and GEOMETRICAL.
3
But let us add another contrasting block of
AVEVA Blue.
Now the design begins to come to life,
increasing the effect of GEOMETRICAL and
adding a certain ACTIVE too.
4
Now the effect of ACTIVE is emphasised
further through the highlighted AVEVA
Orange block and White AVEVA logo
5
Finally a headline at the top and a white
rule towards the base of the design further
increases the overall impression of ACTIVE.
Headline in ITC Ofcina
TM
TM
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Page 103 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
9.8 Demonstration Press Release Paper
TM
AVEVA Engineering IT Limited
High Cross, Madingley Road, Cambridge CB3 0HB UK
Telephone +44 (0)1223 556655
Fax +44 (0)1223 556666
www.aveva.com
firstname.lastname@aveva.com
Imagine we are designing a simple Press Release
sheet.
FIRST
The design shown left is CLEAN and partly
GEOMETRICAL in that it adheres to a grid.
It works on a functional level, which in certain
circumstances maybe acceptable. Indeed, this is the
minimum conrmation of rmwords that any item
promoting the identity of AVEVA Engineering IT
should achieve.
However, it does not suggest ACTIVE.
FINALLY
The addition of the PRESS RELEASE
lettering and the grey lines as well as
being functional for word processing
accentuate the feeling of GEOMETRICAL.
Lastly, as slight an addition as it may
seem, the small square on crossroads of
the two lines emphasises ACTIVE.
TM
Press Release
AVEVA Engineering IT Limited
High Cross, Madingley Road, Cambridge CB3 0HB UK
Telephone +44 (0)1223 556655
Fax +44 (0)1223 556666
www.aveva.com
firstname.lastname@aveva.com

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AVEVA Engineering IT
9 Mind
Page 104 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
9.9 Demonstration Diagram
All communication items, even down to the individual selection
of illustrations and photographs, can be measured against the
AVEVA Engineering IT rmwords.
Despite being slightly GEOMETRIC, these illustrations understate
all three rmwords.
They are ACTIVE in statistical content only.
This activity is not as CLEAN as it might be.
New Customers by Region
Middle East
& Africa 4%
Rest of Europe
4%
Australia
4%
Asia Pacic
6%
Latin
America
15%
Japan, Korea & Taiwan 9%
Germany 4%
Scandinavia 7%
North America
25%
France16%
UK 6%
10
15
20
25
30
35
40
5
0
45
50
60
70
New Customers
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Italy 5%
Middle East 1%
Australia 4%
France 24%
Germany 13%
Latin America
6%
Japan, Korea
& Taiwan 10%
UK 5%
NEW CUSTOMERS BY REGION
North America 21%
Rest of Europe 3%
Asia Pacic 6%
Scandinavia 6%
2
0
Y
E
A
R
1
3
3
Y
E
A
R
2
3
0
Y
E
A
R
3
5
0
Y
E
A
R
4
6
6
Y
E
A
R
5
8
0
Y
E
A
R
6
By comparison, these illustrations contain an
increased sense of ACTIVE, CLEAN and
GEOMETRICAL.
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AVEVA Engineering IT
9 Mind
Page 106 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
9.10 Demonstration Photography
This image is not CLEAN in focus, resolution, colour or levels of contrast.
The only ACTIVE element is the passing truck.
There is little which could be termed as being obviously GEOMETRICAL.
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Page 107 | AVEVA identity guidelines | Section 3 | AVEVA Engineering IT
By contrast, this image is strikingly CLEAN.
The gure and angle of perspective are both ACTIVE.
The circular shaped pattern created by the stacked pipes is GEOMETRICAL.
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AVEVA Engineering IT
9 Mind 9.11 Summary
To correctly promote the AVEVA Engineering IT
identity involves using both its tangibles and
intangibles; the body and mind as outlined in
this short presentation.
The tangible is the body or framework of the
identity with which the identity must carry itself.
It is the correct application of the various rules
and guidelines of logo, logo variants, colours,
typefaces, typography and grids.
The intangibles are the mind or soul of the
identity. These are the conscious and unconscious
visual signals which enable the identity to
communicate with maximum impact. This is
facilitated through the correct spirit and
application of the rmwords.
Combining both gives AVEVA Engineering IT a
cohesive design language of its own, and
contributes to a feeling and appearance of design
certainty. This certainty is one of intent and
creativity, as is useful to those writing design
briefs and those who must respond to them with
designs, copywriting, photography and illustration.
It is within the framework of this debate that the
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ongoing manifestation of the identity will be judged
for if the verbal, written and visual creativity can
be deemed as working within and expanding on the
denition of these rmwords, then consistency of
identity is greatly secured. If, however, creativity
fails to adhere to, or inappropriately challenges
these values, it will be judged to have failed and
will be rejected on that basis.
From the creative suppliers point of view, any
appropriate challenge to the brief, argued on the
basis of the rmword values, should be listened to
and welcomed by AVEVA Engineering IT. In such
manner the creativity of both should be a shared
liberation serving the same cause a direction and
certainty of partnership where, at all times,
appropriate advancement of ideas, however
revolutionary or contrary they may at rst appear,
are accepted and positively encouraged.
Given this design certainty, AVEVA Engineering IT
can truly be described as having an identity which
can grow and be judged to grow correctly, at all
times and on all occasions, whatever the
circumstances of its presentation.
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AVEVA identity guidelines
VANTAGE
4
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VANTAGE
Identity Guidelines
Page 112 | AVEVA identity guidelines | Section 4 | VANTAGE
Contents
Introduction 113
1 Colour 114
1.1 Primary Palette 114
1.2 Secondary Palette 115
1.3 Colour Matching 116
2 Full Logo 117
2.1 Introduction 117
2.2 Background Colours 118119
2.3 Defendable Space 120
2.4 Positioning 121122
2.5 Entry Screens 123
3 V Logo 124
3.1 Introduction 124
3.2 Background Colours 125
3.3 Defendable Space 126
3.4 General Menu Screens 127
4 VANTAGE Mind 128129
Further guidance is available from: identity@aveva.com
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Page 113 | AVEVA identity guidelines | Section 4 | VANTAGE
VANTAGE
This section describes the attributes and guidelines
for VANTAGE.
Within this section you will nd two main VANTAGE
logos, the VANTAGE full logo and the VANTAGE V
logo. Take care to familiarise yourself with these
variants, together with the correct choice of logo
variant for any given situation.
Also take care to ensure that the VANTAGE identity,
and especially the powerful colour of VANTAGE Red,
ts within and works alongside the other identities
promoting it. In other words, ensure it does not
inappropriately upstage the other AVEVA identities.
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VANTAGE
1 Colour
Page 114 | AVEVA identity guidelines | Section 4 | VANTAGE
1.1 Primary Palette
VANTAGE Red
Pantone Rubine Red C
Shown here as spot colour, Pantone Rubine Red C.
CMYK: Cyan 0, Magenta 100, Yellow 20, Black 0
High White
AVEVA Orange
Pantone Orange 021 C
Use as SPOT colour when possible
CMYK: Cyan 0, Magenta 70, Yellow 100, Black 0
AVEVA Black
Pantone Black C
CMYK: Black 100
Note: when printing Black in CMYK litho
printing, and if used over a wide area,
underlay with 40% Cyan.
AVEVA Blue
Pantone 646 C
Shown here in CMYK:
Cyan 69, Magenta 18, Yellow 0, Black 23
NOTE: check colours against Pantone colour specier, NOT the colour(s) shown here.
These are the primary VANTAGE colours, VANTAGE Red and High White being the
dominant two colours.
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Plant Engineering Beige
Pantone 4515 C
Shown here in CMYK: Cyan 0, Magenta 20, Yellow 40, Black 25
Plant Design Blue
Pantone 571 C
Shown here in CMYK: Cyan 50, Magenta 0, Yellow 18, Black 0
Project Resource Management Pink
Pantone 473 C
Shown here in CMYK: Cyan 0, Magenta 28, Yellow 33, Black 0
Enterprise Integration Green
Pantone 577 C
Shown here in CMYK: Cyan 23, Magenta 10, Yellow 44, Black 10
VANTAGE
1 Colour
Page 115 | AVEVA identity guidelines | Section 4 | VANTAGE
1.2 Secondary Palette
NOTE: check colours against Pantone colour specier, NOT the colour(s) shown here.
These are the secondary VANTAGE colours, and can be used when highlighting
the differences between the four modules of the VANTAGE Solution is
considered to be either useful or necessary.
Plant Engineering
Plant Design
Project Resource Management
Enterprise Integration
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VANTAGE
1 Colour
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1.3 Colour Matching
PRINTING COLOURS
Paper surface
When looking at printing ink, the colour it produces depends on a number of factors
especially the quality of paper on which the ink is printed.
An uncoated paper absorbs ink producing a matt surface with a low colour saturation.
A coated paper prevents the ink from penetrating the paper producing a shiny surface with
a vivid colour saturation. For this reason all colours for printing are specied as coated, a C
after the colour number. When printing onto uncoated paper great care should be taken to
visually match these coated specications as accurately as possible.
Colour density
A given colour of ink printed onto a given type of paper can turn out differently from one
time to another, depending on how much ink the printing press delivers. For the correct
density, refer to any Pantone Colour manual or swatch.
Lighting conditions
A colour looks different depending upon the lighting conditions under which it is viewed.
Light from a normal electric bulb tends to be red, whereas light from a uorescent tube
tends to be blue. For this reason, it is recommended that all colours, where possible, should
be viewed in a good neutral light such as natural daylight.
Size of coloured surface
How a colour is seen also depends on the size of the coloured surface being viewed.
A large surface area tends to reect more light therefore making the colour appear lighter,
whilst a smaller surface area of colour tends to appear darker.
WEB COLOURS
AVEVA colours transferred for use onto web-based graphics can vary due to differing
standards between different software and hardware providers and the absence, to date
[2001], of an industry standard which will behave consistently across all design software
packages and the hardware they run upon. In the meantime, please refer to AVEVA for
specications and guidance.
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VANTAGE
2 Full Logo
Page 117 | AVEVA identity guidelines | Section 4 | VANTAGE
2.1 Introduction
Here is the VANTAGE full logo:
It is referred to as the full logo because it consists of two parts: the VANTAGE V and the
brand name which appears below it, VANTAGE.
This is the VANTAGE logo which should appear in all introductory situations for example,
the introductory front covers of communications literature, or other situations where the
VANTAGE product name is being deliberately brought to the audiences attention, such as a
software entry screen.
For other less demanding situations where the audience have already been introduced to,
and/or are aware sufciently, having gained a critical level of acceptance that they are reading
or operating within the boundaries of the product itself the VANTAGE V can be used in
isolation. This is referred to as the VANTAGE V logo and the guidelines for this can be
found in Section 4/3.1/page 124.
These approved logos are available in software form.
At no time should these logos be redrawn, reset or
altered.
Do not use either VANTAGE logo within text.
In all other instances the VANTAGE name, should be
set in CAPITALS if appearing alone, as a headline, in
ITC Ofcina Sans; or, if contained within other text
matter, the same font and style as the text it is
otherwise contained within.
V A N T A G E
V A N T A G E
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When used in positive form, the
VANTAGE full logo should ONLY
appear in AVEVA Red or Black on
white.
In negative form it can appear white
reversed out of any coloured
background, providing legibility is
assured.
VANTAGE
2 Full Logo
Page 118 | AVEVA identity guidelines | Section 4 | VANTAGE
2.2 Background Colours
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V A N T A G E V A N T A G E
V A N T A G E V A N T A G E
V A N T A G E V A N T A G E
Other backgrounds
The VANTAGE full logo can be reversed out of ANY background pattern,
screendump or photograph, providing legibility can be assured.
Page 119 | AVEVA identity guidelines | Section 4 | VANTAGE
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VANTAGE
2 Full Logo
Page 120 | AVEVA identity guidelines | Section 4 | VANTAGE
2.3 Defendable Space
This is the minimum defendable area around the VANTAGE full logo, within which no other
element or item can invade.
A
This minimum defendable area is
determined by measuring the space
between the VANTAGE V and the name
VANTAGE below it. Use this
measurement to form the buffer
between the logo and any other
surrounding graphics, shown here as
space A.
A
A A
A
V A N T A G E
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VANTAGE
2 Full Logo
Page 121 | AVEVA identity guidelines | Section 4 | VANTAGE
2.4 Positioning
The minimum size for the VANTAGE full logo is an overall width of 8.5 mm. Above this size
any size is permissible, and at the discretion of the designer.
Centrally positioning the logo
vertically above or below a
chosen edge of another major
graphic means that even when
the logo is small, the overall
effect can remain powerful.
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Page 122 | AVEVA identity guidelines | Section 4 | VANTAGE
Here the VANTAGE Product Name can be positioned beneath the VANTAGE full logo, centrally
under the V, and using measurement A for best results. The text size for the VANTAGE
Product name and sub-name can be at the discretion of the designer, however always ensure
the main product name is in ITC Ofcina Sans Bold, and the sub-product name in ITC Ofcina
Sans, as shown below. Always use upper and lowercase lettering on these product names.
Never use capitals, apart from acronyms.
A
A
A
A
A
A
Plant Engineering
Electrical
Enterprise Integration
Datawarehouse
Plant Design
Management System
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VANTAGE
2 Full Logo
Page 123 | AVEVA identity guidelines | Section 4 | VANTAGE
2.5 Entry Screens
Introductory screens to all VANTAGE software should include the VANTAGE full logo
see Section 4/2.1/page 117.
Project Resource Management
Material
Plant Lifecycle Solutions
Copyright AVEVA Engineering IT Ltd
1994 to 2001
All rights reserved
Plant Design
Management System
Plant Lifecycle Solutions
Copyright AVEVA Engineering IT Ltd
1994 to 2001
All rights reserved
Enterprise Integration
Foundation
Plant Lifecycle Solutions
Copyright AVEVA Engineering IT Ltd
1994 to 2001
All rights reserved
Plant Engineering
Electrical
Plant Lifecycle Solutions
Copyright AVEVA Engineering IT Ltd
1994 to 2001
All rights reserved
TM TM
TM TM
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VANTAGE
3 V Logo
Page 124 | AVEVA identity guidelines | Section 4 | VANTAGE
3.1 Introduction
Here is the VANTAGE V logo:
It is referred to as the V logo because it consists of only the VANTAGE V the brand name,
VANTAGE, being omitted.
Use this logo (in preference to the VANTAGE full logo) where the audience have already
been introduced to, and/or are aware sufciently, having gained a critical level of acceptance
that they are reading or operating within the boundaries of the product itself.
When used in positive form, the VANTAGE full logo should ONLY appear in AVEVA Red or
Black on white.
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VANTAGE
3 V Logo
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3.2 Background Colours
The VANTAGE V logo can appear WHITE out of ANY coloured background
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VANTAGE
3 V Logo 3.3 Defendable Space
TM
VANTAGE ENABLED
There is no minimum defendable area around the VANTAGE V logo. It can even be aligned up
to the edge of other items or page edges.
Page 126 | AVEVA identity guidelines | Section 4 | VANTAGE
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VANTAGE
3 V Logo
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3.4 General Menu Screens
More general screen references to VANTAGE should make use of the VANTAGE V logo
see Section 4/2.1/page 117 and Section 4/3.1/page 124.
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VANTAGE
4 Mind
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Page 129 | AVEVA identity guidelines | AVEVA VANTAGE | Se 2001
Unlike AVEVA and its divisions, the product identity
of VANTAGE is more of a silent entity which might
seem a strange comment for what is considered
to be a major brand but this is simply an
acknowledgement that it operates within the wider
identities of the AVEVA Group and its divisions. This
is especially so of its most frequent environment,
AVEVA Engineering IT.
If we were to liken VANTAGE to the character of a
person, which as software it patently is not, we might
consider its character as being functionally focused and
persistent. If it were an alien life form it would survive
conditions considered impossible for others. It has
permanence, and in this manner stands by itself, self-
contained and self-reliant. In this manner it tends not
to project beyond itself, but rather it is the automatic
servant, on constant call, unquestioning, supporting
and inexhaustible for those it serves.
So, within the connes and pretext of the identity AVEVA
Engineering IT, it conforms and ts within the mentality
of those particular rmwords. When presented by AVEVA
Consulting, it adapts accordingly. This because it has no
obvious personality of its own, only that which it
borrows. It is, in a manner of speaking everywhere, but
at the same time nowhere: the elusive personality.
To summarise, consider that it does not think for itself:
it merely does what it is told. However, when needed, all
are reminded of the total reliance they can place on it.
As a solution it has total and unquestionable integrity.
It is there to be used, and that is its purpose. To users
it provides acute advantage, on request and as required.
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