RWE CORPORATE IDENTITY

Pictograms, icons and key visuals guidelines.

RWE Aktiengesellschaft. Version 1.2, 07 September 2010
Pictograms, icons and key visuals. RWE corporate identity. Page 2
CONTENTS.
04 OVERVIEW OF BRAND IMAGE
05 OVERVIEW OF PICTOGRAMS, ICONS
AND KEY VISUALS
06 BASIC RULES
PICTOGRAMS
08 Layout and abstraction
09 Design principles
10 Basic grid lines
11 Design area and positioning
12 Outer border
13 Line thicknesses
14 Line corners and line ends
15 Use of colours
16 Security signage
17 Exception: directional signs
18 Examples
19 Sample applications
ICONS
21 Layout
22 Overview
23 Colours
24 Online presentation
25 Photorealistic rendering in the BMS
26 Sample applications
KEY VISUALS
28 Overview of possibilities
29 Design elements
30 CONTACT
New.
RWE corporate identity. Page 3 Pictograms, icons and key visuals.
07 SEPTEMBER 2010
Integration of information about online presentation of
RWE icons into page 24.
A note on image size for pictograms and icons has been
integrated into pages 19 and 26.
RWE light blue 1 and RWE light blue 2 have been
merged and replaced by the colour value RWE light blue.
The Pantone colour value has been adjusted accordingly.
Integration of the new RWE corporate font.
Icon overview on page 22 brought up to date.
DOCUMENTING CHANGES.
RWE corporate identity. Page 4 Pictograms, icons and key visuals.
PICTOGRAMS, ICONS AND KEY VISUALS.
Overview of brand image.
Standard letterhead and
envelope
Homepage Press pack and CD-ROM
Vehicle livery Communication
Catalogue Communication
LOREM IPSUM DOLOR SIT AMET.
NUM VULPUTPAT. IQUI EA
ADIGNA CORER SE MAGNIS.
VULLAN HENIM VENIM VELIS
MODO ODIPIT VEL INCING EX.
LOREM IPSUM DOLOR SIT AMET.
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nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.
Duis vel in in velit, vel illum dolore eu feugiat nulla facilisis at vero et
accumsan et iusto odio dignissim qui blandit praesent luptatum zzril
delenit augue duis dolore te feugait nulla facilisi. www.rwe.com
Outdoor signs and ags
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy
nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi
enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis
nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in
hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat
nulla facilisis at vero et accumsan et iusto odio. www.rwe.com
RWE Company name
5 Example Street
12345 Town
P.O. Box:
12345 Town
T +49 201 12-1234567
F +49 201 12-1234568
I www.rwe.com
Chairman of the Board:
Dr. Max Miller
Supervisory Board:
Dr. Peter Dummy
(Chairman)
Dr. Max Miller
Dr. Peter Example
Registered ofce:
Dortmund
Trade Register Dortmund
Registration No.
HRB 14433
Bank details:
Deutsche Bank AG
Dortmund
Bank Code 123 456 78
Account No. 123 4567
VAT Id DE 1234 56 789
RWE Company name | 5 Exampl e St r eet | 12345 Town
Andrea Anders
Example Company Name
11 Example Street
12345 Town
2 January, 2008
Sum zrilla facip Eugero
Dear Mrs Anders,
Ut lobor sequam dolobor eratio od do odolestrud dolorer ciduisim augue esto dignibh ex,
sequip et, core tin esectem ipit, sustrud dolore deliscil dolore tinci tin utpat num dolor
sustie consequipit, sed dolorer si. Ut nonsequisit lum exero od delisit lortincil et adit at ipit
ad exer irillamet iuscilla am.
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niametu erciduis aut laore tat. Ut nonsequisit lum exero od delisit lortincil et adit at ipit ad exer
irillamet iuscilla am, quis nos nis nonsecte veliquisit alit utpat.
Ut lobor sequam dolobor eratio od do odolestrud dolorer ciduisim augue esto dignibh ex,
sequip et, core tin esectem ipit, sustrud dolore deliscil dolore tinci tin utpat num dolor sustie
consequipit, sed dolorer si.
With compliments
Renate Mustermann
RWE Company name
5 Example Street
12345 Town
RWE corporate identity. Page 5 Pictograms, icons and key visuals.
PICTOGRAMS, ICONS AND KEY VISUALS. Overview.
Icons
Icons are pictorial symbols that are designed
more freely and in greater detail than pictograms,
and that have to follow less formal criteria.
Their objective is to visually communicate certain
company-specic issues and objects in an
accessible way.
Key Visuals
A key visual is a symbol with a greater degree
of functionality and independence within the
dened brand image.
Key visuals are specially created to designate
independent promotions, programmes or
campaigns. They can take various forms
(from symbols to images) but should always
be approved by the Brand Manager.
Pictograms
Pictograms are symbols that convey a simple
message by means of an unambiguous image.
The message of the pictograms must be clear-
ly and easily comprehensible, as they are used
to convey important information in guidance
systems. They are always communicatively linked
with their area of application, and their design
conforms to strict formal criteria.
RWE corporate identity. Page 6 Pictograms, icons and key visuals.
PICTOGRAMS, ICONS AND KEY VISUALS. Basic rules.
Pictograms
Key visuals
Colour gradients Reflective effect
Shape Line thickness Flush right in conformity with
brand design principles
Font
Colour
gradient 1
Colour
gradient 2
Visual style, silhouette mask:
simple, colourful, relevant
Icons
Brand and secondary colours
and colours for emphasis
Brand and secondary colours
and colours for emphasis
Outer border
line thickness
Font Special screen form:
photorealistic rendering
In order to ensure the consistency
of the symbols in all applications,
conformity with the parameters
shown to the left is essential.
Note:
For further information look at
the Basic Elements Guideline,
which is available at the
RWE brand management system.
Brand colour
RWE lightblue
RWE green
RWE dark red
RWE red
RWE dark green
RWE blue
RWE yellow
RWE orange
RWE lightblue
RWE green
RWE dark red
RWE red
RWE dark green
RWE blue
RWE yellow
RWE orange
Online presentation
RWE corporate identity. Page 7 Pictograms, icons and key visuals.
08 Layout and abstraction
09 Design principles
10 Basic grid lines
11 Design area and positioning
12 Outer border
13 Line thicknesses
14 Line corners and line ends
15 Use of colours
16 Security signage
17 Exception: directional signs
18 Examples
19 Sample applications
PICTOGRAMS.
RWE corporate identity. Page 8 Pictograms, icons and key visuals.
PICTOGRAMS. Layout and abstraction.
Location: office door Symbol:
crossed-through
cigarette
Pictogram:
non-smoking room
A pictogram is always seen in the context of its spatial
surroundings. It should be easily comprehensible inde-
pendently of writing, words, culture and language, and
should designate an unambiguous, concrete object
(e.g. information, orientation, prohibited activities).
The motif for a pictogram message must be visually
abstracted for the sake of quick, unambiguous interpre-
tation. Details are omitted and complex forms are stre-
amlined. Only those visual features which are essential
for the motif to be clearly recognised are retained.
The aim is to visually encapsulate the message.
Visual abstraction of the message. Combination of location and symbols.
RWE corporate identity. Page 9 Pictograms, icons and key visuals.
PICTOGRAMS. Design principles.
Formal features such as lines, area, colour and typogra-
phy dene the individual and brand-typical appearance.
It is essential to conform to the formal pictogram design
factors in order to ensure a striking appearance for the
pictogram system.
Formal design factors:
Grid and design area
Line thickness and line corners
Colours
Grid
Design area and positioning
Pictogram system
Formal design factors Pictogram
Line thickness
Line corners
Colour
RWE corporate identity. Page 10 Pictograms, icons and key visuals.
PICTOGRAMS. Basic grid lines.
BASIC GRID LINES
Dimensions: 110 x 110 mm
BASIC GRID LINES, UNITS
2a unit: size: 10 x 10 mm
2b subunit: size: 2.5 x 2.5 mm
Angle of diagonals: 45
Basic grid lines Basic grid lines, units and subunits
1 2
2 1
The basic grid lines are the starting point for design,
enabling quick and continuous construction. They consist
of units and subunits that are measured in millimetres.
A unit is an element of the standard grid which is ini-
tially used for aligning all points and areas. A subunit
is the smallest grid element, used for detailed design.
b
a
RWE corporate identity. Page 11 Pictograms, icons and key visuals.
PICTOGRAMS. Design area and positioning.
BASIC DESIGN
Asymmetric design area,
pictogram symbol ush right
PICTOGRAMS WITH CENTRAL
INFORMATION
Symmetric design area, pictogram
symbol centred
Font: RWE Text Bold
The coloured area indicates the exclusion zone in which no elements may be placed.
1 2 3
1 PICTOGRAMS WITH SECOND
INFORMATION LEVEL
Two-part, asymmetric design area,
pictogram symbol ush right
2 3
There are three permissible design areas. When using
the areas, a distinction is made between one-part
pictograms and two-part pictograms with an additional
information level.
For the representation of hazards or warnings, the ma-
ximum design area can be used, so that the pictograms
can be centred and are as striking as possible.
The pictograms are positioned ush right within the
design area. The asymmetric arrangement reects the
brand design.
For visual reasons, picto-
gram symbols with a narrow
width (less than 20 grid
units) are not positioned
ush with the edge of the
design area, but slightly
off-set.
RWE corporate identity. Page 12 Pictograms, icons and key visuals.
PICTOGRAMS. Outer border.
2
1
CIRCLE ELEMENT
outer circle: 8 grid units
inner circle: 4 grid units
BORDER
Line width: 2 grid units
Colour: RWE blue
CMYK (100/60/0/0)
Pantone 2945c
Border Full area
Optional construction of the
border in three steps using Adobe
Illustrator:
1.
Create a 110 x 110 mm square.
2.
Add a border with a 5 mm line
thickness inside the square.
3.
Use the Round corners lter
with a 10 mm radius. N.B.: The
Expand appearance function
in the Objects menu allows
you to reuse the shapes you have
created.
1 2
The shape of pictograms is always dened by a border.
The xed parameters of the border are its width and its
rounded corners. Corners are rounded using circles with
a dened radius.
RWE corporate identity. Page 13 Pictograms, icons and key visuals.
PICTOGRAMS. Line thicknesses.
Pictograms can be rendered in various line thicknesses,
with a distinction being made between areal and linear
symbols. For linear symbols, a basic line thickness of two
subunits is used, corresponding to the line thickness of
the outer border.
Depending on the particular image, areal symbols use
varying line thicknesses, though extremely thick or nar-
row lines should be avoided. Additionally, diagonal lines
are visually adapted and their thickness may be reduced
as a result.
Linear pictogram symbol Areal pictogram symbol
RWE corporate identity. Page 14 Pictograms, icons and key visuals.
PICTOGRAMS. Line corners and line ends.
The line ends and the exterior line corners are always
rounded in pictogram symbols. The inside line corners
are left unrounded. Where rounding is impossible due to
design perspectives or acute angles, the end or
corner may be left unrounded. Directional arrows and
letters are exceptions to this rule, and are always left
unrounded.
Line corners and line ends are
rounded using a circle element
with a dened diameter equi-
valent to the line thickness.
Linear pictogram symbol Rounding of line corners and line ends Areal pictogram symbol
The outer edge is
rounded.
Special case: The outer
edge is not rounded
due to the overall visual
appearance.
The outer corners are rounded. Outer
corners are always rounded in linear
pictogram symbols.
RWE corporate identity. Page 15 Pictograms, icons and key visuals.
PICTOGRAMS. Use of colours.
RWE blue
CMYK 100.60.0.0
RGB 0.80.166
# 0066AA
PNT 2945
green
yellow
red
Shape
Colour
Square Circle Triangle
Warning, caution
Rescue, rst aid
Information Information
Prohibition Requirement
Pictograms are generally in the brand colour RWE blue.
The design of security signage is a special case, as this is
regulated by universal standards (see table).
RWE corporate identity. Page 16 Pictograms, icons and key visuals.
PICTOGRAMS. Security signage.
The design of security signage follows separate rules.
Safety, rescue and health signage is regulated by
standards, and the relevant legal requirements must be
adhered to.
RWE corporate identity. Page 17 Pictograms, icons and key visuals.
PICTOGRAMS. Exception: directional signs.
Directional signs are created in the design area used for
hazard and warning signs, and are always ush to the
edge that they are pointing towards.
The line edges of the directional arrows are not roun-
ded. If a directional arrow is combined with a symbol,
the directional arrow is aligned with the centre of the
symbol.
LARGE DIRECTIONAL ARROW
Line thickness: 6 subunits
SMALL DIRECTIONAL ARROW
Line thickness: 3 subunits
DIRECTIONAL ARROW SIGNAGE
For outdoor signage, the bar of the
arrow is extended.
1
1
2 3
2 3
Pictograms with second information level
Pictograms, icons and key visuals. RWE corporate identity. Page 18
Non-smoking area
Car park
Post room
PICTOGRAMS. Examples.
Information
Lift
Conference room
1
5
9
2
6
3
7
4
8
1
2
3
4
5
6
7
8
9
Sample implementation in conformity with brand image
and dened parameters.
Unisex WC
Smoking area
Directional symbols
RWE corporate identity. Page 19 Pictograms, icons and key visuals.
PICTOGRAMS. Sample applications.
Pictograms can be used for both three-dimensional and
two-dimensional applications. When used as markers,
they can be used in conjunction with additional informa-
tion text (cones, signage), as well as on their own.
If they are used with additional information text, their
size generally corresponds to the cap height (x) of the
text. If they are used on their own, their size should
correspond to their function (indication of danger, in-
formation, etc.) and their surroundings.
In two-dimensional media (e.g. brochures), their size
corresponds to at least the cap height (x) and a maxi-
mum of 4 the cap height of the associated text.
Pictograms used on their own
Please note:
For detailed information on the design and sizes for
three-dimensional applications, please refer to the
guideline Signage.
Pictograms in conjunction with
information text (brochures)
4x
x
x
x
Pictograms
as markers
RWE corporate identity. Page 20 Pictograms, icons and key visuals.
21 Layout
22 Overview
23 Colours
24 Online presentation
25 Photorealistic rendering in the BMS
26 Sample applications
ICONS.
RWE corporate identity. Page 21 Pictograms, icons and key visuals.
ICONS. Layout.
The formal criteria governing the design of icons are
more freely dened in order to enable the complex
depiction of various information.
For a design in conformity with the brand image, ele-
ments such as design area, border line thickness, colour
and typography are dened.
The basis for all icons is the circle frame, which has a
dened line thickness that all icons and border shapes
must adhere to. Motifs are always centred within the
frame.
0,075 x 0,075 x
x x
x x
CIRCLE FRAME
Diameter: x
Line thickness: 0,075 x
COLOUR
RWE blue
CMYK (100/60/0/0)
Pantone 2945c
FONT
RWE Text Bold
1 2 3
3
2
3
x
0,075 x
x
1
RWE corporate identity. Page 22 Pictograms, icons and key visuals.
ICONS. Overview.
Wind energy Natural gas Idea/Energy efficiency
Sample icons for various themes.
Electricity network Heat Oil
RWE corporate identity. Page 23 Pictograms, icons and key visuals.
ICONS. Colours.
Icons are generally used in the brand colour RWE blue,
but can be used in any of the other brand colours if
these support the theme visually. Usually, the positive
version of the icon is used, but the negative one can also
be used.
If icons appear on a colour gradient, a contrasting colour
should be used as a background.
Sample rendering of an icon in
the brand colours
RWE grey 1
RWE grey 2
RWE grey 3
RWE yellow
RWE dark green RWE dark red
CMYK 0.0.0.20
RGB 217.218.219
#D9DADB
CMYK 0.0.0.55
RGB 146.147.149
#929395
CMYK 0.0.0.80
RGB 88.88.90
#58585A
Pantone 201
CMYK 0.100.100.40
RGB 157.13.21
#9D0D15
Pantone 109
CMYK 0.10.100.0
RGB 255.221.0
#FFDD00
Pantone 347
CMYK 90.0.100.0
RGB 0.153.50
#009932
RWE lightblue
Pantone 291
CMYK 35.0.0.0
RGB 176.223.245
#A6CAE1
RWE green
Pantone 368
CMYK 55.0.100.0
RGB 137.186.23
#88BA14
RWE red
Pantone 1795
CMYK 0.100.100.0
RGB 226.0.26
#E2001A
RWE orange
Pantone 137
CMYK 0.45.100.0
RGB 244.158.0
#F49E00
RWE corporate identity. Page 24 Pictograms, icons and key visuals.
ICONS. Online presentation.
The designated RWE icons should be prepared for online
use as is typical for this type of media. The addition of
set graphical elements and effects gives them a three-
dimensional look.
An Adobe Photoshop CS3 template is available for
download from the RWE brand management system.
Wind energy
Basic
background
RWE blue
Gradient
background
RWE icon
positive
Design of RWE icons for online presentation Examples
Natural gas Idea/Energy efficiency
Electricity network Heat Oil
Outer Glow
effect
Color Overlay
effect
(Settings for Adobe Photoshop CS3,
version 10.0.1)
Please note:
An Adobe Photoshop CS3 template
for creating the three-dimensional
look of the RWE icons is available on
the RWE brand management system.
+ + =
RWE corporate identity. Page 25 Pictograms, icons and key visuals.
CMYK 35.0.0.0
PNT 291
RWE yellow
RWE orange
RWE green
RWE red
RWE dark gre
RWE dark re
black
RWE grey 1
CMYK 0.0.0.80
ICONS. Photorealistic rendering in the BMS.
Document symbol
(PowerPoint template)
Document symbol
(short info)
Folder symbol
(guidelines)
Folder symbol
(ZIP file)
The depicted icons are used solely in the RWE brand management system.
In electronic media, the icons can be rendered in 3D, as
is usual for electronic media. By using colour gradients,
reections and photorealistic images, a 3D impression
can be created.
CMYK 35.0.0.0
PNT 291
RWE yellow
RWE orange
RWE green
RWE-red
RWE dark gre
RWE-dark re
black
RWE-grey 1
CMYK 0.0.0.80
RWE corporate identity. Page 26 Pictograms, icons and key visuals.
Icons can be used in various media, meaning that the
image size can be extremely varied. However, you should
ensure that an icons primary function is to make informa-
tion easier to understand and to support it visually.
Icons should never be placed in the centre of the commu-
nication. If the icons are used with information text, their
size generally corresponds to at least the cap height (x)
and a maximum of 4x the cap height of the associated
text.
An oversized icon is not permitted.
ICONS. Sample applications.
Brochures Internet usage
LOREM IPSUM 3
Ipsum dolor sit amet Lorem
CONSECTETEUR 5
Lorem ipsum dolor sit amet
LOREM IPSUM 7
Consectetuer ipsum dolor
AMET SIT 11
Lorem ipsum dolor sit amet
VOLUNTANT 13
Consectetuer ipsum dolor
LOREM IPSUM 15
Ipsum dolor sit amet Lorem
CONSECTETEUR 17
Sit amet consectetuer
LOREM IPSUM 19
Lorem ipsum dolor sit amet
AMET SIT 22
Consectetuer ipsum dolor
CONSECTETEUR 23
Adipscing voluptant
LEBEN Der RWE Energiekatalog 2009
Products
GAS
Products
GAS
SUPER SERVICE
Consectetuer ipsum dolor
Non-permitted image
RWE corporate identity. Page 27 Pictograms, icons and key visuals.
28 Overview of possibilities
29 Design elements
KEY VISUALS.
RWE corporate identity. Page 28 Pictograms, icons and key visuals.
immer besser change management example
of a textual/photographic implementation
E-mobility example of a graphic implementation Mlheim matters example of a photographic
implementation
KEY VISUALS. Overview of possibilities.
Key visuals are image elements that conform to the
brand image and are used to represent special topics
such as promotions or product ranges. There are no
formal restrictions to their design, as long as they
conform to the spirit of the brand image. Key visuals can
thus be implemented as graphics, text or photographs.
The key visual should express the relevant topic in a sim-
ple, striking way and ensure a high recognition factor.
The use of key visuals should be approved in advance by
the Brand Manager.
RWE corporate identity. Page 29 Pictograms, icons and key visuals.
Brand and secondary colours
and colours for emphasis
RWE horizon
Reection, rounded corners
Silhouette mask
Simple colourful relevant
RWE corporate font
KEY VISUALS. Design elements.
Colours Typography Graphic effects
Colour gradients Visual style
Designs in conformity with the
brand image ensure a consistent
corporate style and make the
RWE brand unmistakable.
As far as possible given the
implementation technique used
for a particular key visual, the
dened design elements should
be used.
MIN VELESEQ UIPSUM NOS NISSIT
ING ELENIM AM DIPIT PRAESTO EU
FEUIS NULLAOR TINCILLAOR SI.
Em ilisis nit la feu faccumm dolorpes
sum vel delesed te dolore commoderi
lobor sendre tin henisim ex elestinim
sim in venisim iriusto conulla alit iper
iril dolor iure Usto etue volobor suscill
andignisi te magniat eriureet, si.
RWE lightblue
RWE green
RWE dark red
RWE red
RWE dark green
RWE blue
RWE yellow
RWE orange
RWE corporate identity. Page 30 Pictograms, icons and key visuals.
CONTACT.
If you have any questions relating to the
RWE corporate identity, please contact:
RWE AG
Group Corporate Communications
Brand Communications
Opernplatz 1
45128 Essen
Germany
T +49 (0) 201 12-15589
F +49 (0) 201 12-15924
E brandmanager@rwe.com
Published by
RWE AG
Group Corporate Communications
Brand Communications
Opernplatz 1
45128 Essen
Germany
www.rwe.com
RWE Aktiengesellschaft
07 September 2010
All information subject to copyright.
Conception and design
Jung v. Matt/brand identity GmbH