Corporate Design Manual 1
Introduction 01 00 Schur s design manual is a practical tool that primarily serves two purposes: 1. It increases the value of Schur s overall communication activities at the individual Schur company. 2. It collects and presents Schur s basic design elements in order to obtain benefits from the production of the individual company s external communication. The design manual is built up around four basic elements. These elements are fi xed requirements in all visual communication. n The design of the logo n The colour of the logo n Logotype n Style lettering 2 The use of the design manual provides a basis for Schur and the individual companies to develop and maintain the visual identity that our business philosophy and objectives demand. The goal is for this manual to be accepted and used frequently by the individual companies and employees. Only through this can we obtain the full benefit of the possibilities mentioned.
Index 01 01 01 00 Introduction 01 01 Index 01 02 Instructions and updates 02 00 Schur s logo 02 01 Schur s logotype 02 02 Schur s logo with company name 02 03 Schur s logo, variants, and product names 03 00 Typography and style lettering 03 01 Typography and colours 04 00 A4 standard paper 04 01 Envelopes and address labels 04 02 Business cards, etc. 04 03 Transport packaging 08 02 Job vacancy advertisements 08 03 Job vacancy advertisements, examples 08 04 Job vacancy advertisements, teasers and the Internet 09 00 Presentations 10 00 Display signs and fascias 11 00 Signs in general 11 01 Signs, examples 12 00 Schur s flag 13 00 The Internet and intranet 05 00 The Schur module 3 06 00 Brochures and loose leaves 06 01 Brochures and loose leaves, inner pages and back covers 07 00 Ring binders, folders, and covers 08 00 Advertisements, profile, image, and product advertisements 08 01 Advertisements, profile, image, and product advertisements, examples
Instructions and updates 01 02 Instructions: This manual contains all the basic visual elements such as Schur s logos, logotypes, typographical elements, and colours, etc. It also contains precepts for using these in many different situations. It is of the first importance that Schur appears as a unified entity with regard to its surroundings. The manual should therefore be used in connection with producing all visual communication elements, such as external and internal forms, printed matter, signs, etc. A complete, updated manual should be kept at all Schur companies and by those employees who work with external communication. Updates: A design manual is a tool that constantly develops in parallel with the company and in harmony with its surroundings. There will therefore naturally be ongoing changes in and adaptations of the manual. As these new guidelines make an appearance the manual will be published in new, revised versions which can be found on Schur s intranet. The people at the companies who work with communication are responsible for ensuring that they always use the latest version of the manual. 4
Schur s logo 02 00 The Schur Group s logo The entire logo must always be used. Pantone 186 100% Magenta, 100% Yellow, 6% Black RGB: R 240 G 0 B 0 RAL: 3020 Zinc white 5 Logos in other colours should be avoided, but may be used in special situations.
Schur s logotype 02 01 Schur s logotype is printed in Helvetica Neue bold. The size ratio between the logo and the logotype must always be the same. Mutual distances between elements are always the same and as shown on this page. Pantone 186 100% Magenta, 100% Yellow, 6% Black RGB: R 240 G 0 B 0 Pantone Cool Grey 7 50% Black RGB: R127 G127 B127 1.5 X X 6
Schur s logo 02 02 with company name Here are the three variants that are primarily used. 1.5 X X 0.5 X 7 X 2.5 X
Schur s logo, variants 02 03 and product names Based on practical experience there is an extensive framework for variants of the Schur logo, but efforts must be made to ensure that the specifications on the previous pages are followed to the greatest extent possible. Examples of colour variations in the monogram on different backgrounds. Black on toned backgrounds. Examples of necessary variations in the logo and logotypes. Specially designed logo and logotype for small sizes. Schur should always be printed with a raised (superscript) wherever possible, and not as Schur. Examples of Schur product names: 8 Negative 20% black on dark backgrounds. white. Example of logo and logotype specially designed for embroidering.
Typography and style lettering 03 00 Schur s style lettering comprises Helvetica for printed matter and Arial for electronic publications in the variants shown. Texts in printed matter and advertisements should be in accordance with the sizes described. Any deviations will be shown on the pages in question in the manual. Headlines: Helvetica/Arial bold can be varied in size to adapt to the individual task. Intermediate headlines: Helvetica/Arial bold can be varied in size to adapt to the individual task. Introductory text: Helvetica/Arial medium can be varied in size to adapt to the individual task. Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Sizes may be deviated from in exceptional cases in connection with display signs, etc. Body copy: Helvetica/Arial light, 9 10 point for printed matter and advertisements. Column text with range left and ragged right. Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular 9 Captions: Helvetica/Arial light italic, 8-8.5 point. Arial italic Arial italic
Typography and colours 03 01 There are four variants in the colours of Schur s typography. Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial italic Arial italic Arial italic Arial italic Arial italic Arial italic 10 Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial italic Arial italic Arial italic Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial bold Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial regular Arial italic Arial italic Arial italic
A4 standard paper 04 00 Standard paper for all letters and forms. Raw material weight: Ivory paper, 80 grams. 24 mm Schur Pack Denmark a/s J. W. Schurs Vej 8700 Horsens Tel. +45 7627 2829 Fax +45 7627 2805 ISO 9001 ISO 14001 11 mm Schur Pack Denmark a/s Schur Pack Germany GmbH & Co. Postfach 1120 21510 Büchen Germany J. W. Schurs Vej, 8700 Horsens Lieferung an Schur Pack Germany GmbH & Co. Postfach 1120 21510 Büchen Germany 11 13 mm All elements, with the exception of the Schur logotype, are automatically placed and controlled on all forms, etc., by the NAVISION system. In order to be able to use the same pre-printed paper and to ensure a coherent design, fax and letter paper templates have been created in Microsoft Word. Date: To company: Telefax: Attention: From: Re: Number of pages: (cover included) Mesage: Schur Pack Denmark a/s J. W. Schurs Vej DK-8700 Horsens Denmark Tel. +45 76 27 28 29 Telefax +45 76 27 28 05 11. maj 1998 Schur International a/s IT Projekt Office 76 42 83 65 Marianne Thomsen Jørgen Frankær Testprint 2 Hej Marianne... Såvidt jeg kan se har du kun en rettelse i din fax 7/5-98, og det rettede print fremsendes hermed. Med Venlig Hilsen Jørgen Frankær Design-Afdelingen www.schur.com Post Giro Acc. 5 41 53 65 Com. Reg. No. 61.719 Virksomheds nr./ Company no. DK. 83099828-45 Ansprechpartner Rikke Christensen Verkaufsinnendienst Rikke Christensen Menge Preis/1000 St Datum 05-01-03 Gültig bis 06-01-03 Währung EUR Preis Lieferdatum 300.000 Stück 20-12-02 CVR 83099828, Bankforbindelse : Jyske Bank, Horsens Branch, Account no. DKK; 7245-1012685, Account no. EUR 7245-1012735, SWIFT code: JYBADKKK
Envelopes and address labels 04 01 Standard envelopes and address labels for all letters and forms. Logos on envelopes are always printed in the same size and placed in the top left-hand corner in accordance with the dimensions specified. 24 mm Company name and address appear automatically in the NAVISION system s address field. 9 mm 15 mm Schur Pack Denmark a/s J. W. Schurs Vej, 8700 Horsens 5 mm Schur Inventure a/s Niels Finsensvej 11 7100 Vejle 5 mm 15 mm 12 Schur Pack Scandinavia a/s J. W. Schurs Vej, DK-8700 Horsens Schur Inventure a/s Niels Finsensvej 11 7100 Vejle Address labels must be printed in accordance with the dimensions specified. Recipient and sender addresses are placed automatically by Schur s Microsoft Word label template.
Business cards, etc. 04 02 Division: Helvetica bold, 6 point Person s name: Helvetica bold, 10 point Information: Helvetica light, 7 point Material type/weight: Ivory cardboard, 300 grams. 5 mm 9.5 mm 3.8 mm Keep to edge Aage Bråtgaard Nielsen Technischer Kundendienst Technical Customer Service Schur Flexible Germany GmbH Liebigstraße 7 D-24941 Flensburg Germany www.schur.com Keep to edge Flexible Telephone: +49 (0)461 9975 0 Direct line: +49 (0)461 9975 151 Telefax: +49 (0)461 9975 175 Mobile: +49 (0)170 29 44 098 e-mail: hen@schur.com 5 mm 13 Other forms, etc., not included in the NAVISION system should as far as possible be designed on the basis of the Schur module and in accordance with the guidelines in this manual.
Transport packaging 04 03 In order to standardise and underline the unity of the organisation, the Schur division s logo should be printed in red and placed in the top left-hand corner in accordance with the specifications. 20 mm 20 mm 180 mm 14
The Schur module 05 00 The Schur module is based on the A4 format and should be used as a model for all graphic design when this is considered possible. 10 mm 20 mm 54 mm 4 mm 20 mm Example of a Schur module used on an A4 double spread. 15 10 mm jukhe. Platum ort yrt gelse hures del estvirak. Klosum hutes yret glat virtjirus vert de la mie vrøj gels fret hurkrun leres vert.dalum est de lahirum fretes erst del verde til. Perteret trek det ers de la meny virumhubst e la virt. Nirt ytr est hrenvirum get hutt est de kirum virakjukhe. Løsninger uden grænser Platum ort yrt gelse hures del estvirak. Klosum hutes yret glat virtjirus vert de la mie vrøj gels fret hurkrun leres vert.dalum est de lahirum fretes erst del verde til. Perteret trek det ers de la meny virumhubst e la virt. Nirt ytr est hrenvirum get hutt est de kirum virakjukhe. Platum ort yrt gelse hures delest virak. Først med det sidste Klosum hutes yret glat virt jirus vertde la mie vrøj gels fret hur krunleres vert.dalum est de la hirum fretes.derst del verde til. Perte ret trek deters de la meny virum hubst e la virt.nirt ytr est hren virum get hutt estde kirum virak jukhe. Platum ort yrtgelse hures del est virak. Klosumhutes yret glat virt jirus vert de lamie vrøj gels fret hur krun leresvert.dalum est de la hirum freteserst del verde til. Perte ret trek deters de la meny virum hubst e la virt.nirt ytr est hren virum get hutt estde kirum virak. Totalløsningerne Leveringssikkerhed Nirt ytr est hren virum get hutt estde kirum virak jukhe. Platum ort yrtgelse hures del est virak. Klosumhutes yret glat virt jirus vert de lamie vrøj gels fret hur krun leresvert.dalum est de la hirum freteserst del verde til. Perte ret trek deters de la meny virum hubst e la virt.nirt ytr est hren virum get hutt estde kirum virak jukhe. Platum ort yrt gelse hures del estvirak. Klosum hutes yret glat virtjirus vert de la mie vrøj gels fret hurkrun leres vert.dalum est de lahirum fretes erst del verde til. Leveringssikkerhed Dalum est de la hirum fretes erstdel verde til. Perte ret trek det ersde la meny virum hubst e la virt.nirt ytr est hren virum get hutt estde kirum virak jukhe. Platum ort yrt gelse hures del estvirak. Klosum hutes yret glat virtjirus vert de la mie vrøj gels fret hurkrun leres vert.
Brochures and loose leaves 06 00 Brochures in general: The layout of front and back covers should be in accordance with the guidelines in this manual. As will be evident from the examples shown, there is considerable latitude for creativity on the part of the individual companies. Back covers on all brochures should be built up in accordance with the Schur module and an effort should be made in connection with the general layout to create as much uniformity as possible in relation to the group s design profile. 16 Size of brochures and loose leaves: 210 x 297 mm (A4).
Brochures and loose leaves, 06 01 inner pages and back covers Inner pages must always be printed on a white background and designed with few pictures and a little text, so that they have a light, clear appearance. Under no circumstances should the pages be overfilled with texts and illustrations. Graphic layouts for inner pages can otherwise be freely chosen. However, an effort should be made to conform to the group profile brochures to a certain extent by placing texts on the verso and exclusively having pictures on the recto. Schur Pack Karton division Dalum est de la hirum fretes erstdel verde til. Perte ret trek det ersde la meny virum hubst e la virt.nirt ytr est hren virum get hutt estde kirum virak jukhe. Platum ort yrt gelse hures del estvirak. Klosum hutes yret glat virtjirus vert de la mie vrøj gels fret hurkrun leres vert.dalum est de lahirum fretes erst del verde til. Perteret trek det ers de la meny virumhubst e la virt. Nirt ytr est hrenvirum get hutt est de kirum virakjukhe. Løsninger uden grænser Platum ort yrt gelse hures del estvirak. Klosum hutes yret glat virtjirus vert de la mie vrøj gels fret hurkrun leres vert.dalum est de lahirum fretes erst del verde til. Perteret trek det ers de la meny virumhubst e la virt. Nirt ytr est hrenvirum get hutt est de kirum virakjukhe. Platum ort yrt gelse hures delest virak. Først med det sidste Klosum hutes yret glat virt jirus vertde la mie vrøj gels fret hur krunleres vert.dalum est de la hirum fretes.derst del verde til. Perte ret trek deters de la meny virum hubst e la virt.nirt ytr est hren virum get hutt estde kirum virak jukhe. Platum ort yrtgelse hures del est virak. Klosumhutes yret glat virt jirus vert de lamie vrøj gels fret hur krun leresvert.dalum est de la hirum freteserst del verde til. Perte ret trek deters de la meny virum hubst e la virt.nirt ytr est hren virum get hutt estde kirum virak. Totalløsningerne Leveringssikkerhed Nirt ytr est hren virum get hutt estde kirum virak jukhe. Platum ort yrtgelse hures del est virak. Klosumhutes yret glat virt jirus vert de lamie vrøj gels fret hur krun leresvert.dalum est de la hirum freteserst del verde til. Perte ret trek deters de la meny virum hubst e la virt.nirt ytr est hren virum get hutt estde kirum virak jukhe. Platum ort yrt gelse hures del estvirak. Klosum hutes yret glat virtjirus vert de la mie vrøj gels fret hurkrun leres vert.dalum est de lahirum fretes erst del verde til. Leveringssikkerhed Dalum est de la hirum fretes erstdel verde til. Perte ret trek det ersde la meny virum hubst e la virt.nirt ytr est hren virum get hutt estde kirum virak jukhe. Platum ort yrt gelse hures del estvirak. Klosum hutes yret glat virtjirus vert de la mie vrøj gels fret hurkrun leres vert. Nirt ytr est hren virum gethutt est de kirum virak jukhe.platum ort yrt gelse hures delest virak. Klosum hutes yretglat virt jirus vert. 1 3 X Push the perforated line on both sides inwards to form a deep crease While carton is flat, pre-break horizontal crease a long line indicated with angular wings down Pull the sides out again and flip the tri- X. Then open out the carton until the base locks flat. 2 4 Assembly instructions Press points of triangels firmly into sides of box Squeeze the four top corners together and you have a strong pack wich can be opened and closed repeatedly. 17 We recommend using the Schur module and keeping to the rules regarding typography and location. Graphic layouts on back covers can be freely chosen. However, an effort should be made to use the Schur module and conform to the other rules regarding typography and location. Many M-Pak styles Schur Pack Europe a/s Schur Pack Denmark a/s J. W. Schurs Vej, DK-8700 Horsens Tel.: +45 76 27 28 29 Fax: +45 76 27 28 05 Schur Pack Sweden AB Koppargatan 7, S-602 23 Norrköping Tel.: +46 (0) 19 58 72 00 Fax: +46 (0) 19 58 26 59 Schur Pack Denmark a/s og Schur Pack Sweden AB, som indgår i Schurkoncernen, udvikler, fremstiller og sælger salgsemballage til en lang række brancher i Danmark og i udlandet. I Danmark er vi førende på markedet. Schur Pack Denmark a/s har ca. 300 medarbejdere og råder over et af Europas mest moderne produktionsanlæg. Individual solutions - naturally The M-Pak system has a variety of closures and can be provided with handles - according to your wishes and demands Schur er et internationalt team af selskaber, der udbyder emballage, pakkemaskiner og systemer samt knowhow. Virksomheden beskæftiger 1700 medarbejdere på fabrikker og salgskontorer i Danmark, Sverige, Tyskland, Polen, Holland og England. At Schur Pack you will get to know about the many alternatives to choose from and learn about the optimum solutions. Please contact us and learn how you will get a new and exiting pack with strong aesthetic appeal.
Ring binders, folders, 07 00 and covers Examples of the guidelines in the manual used creatively on ring binders for various Schur companies. Standard ring binder, A4 size. Front cover, spine, and back cover. 18
Advertisements, 08 00 profile, image, and product advertisements Advertisements are tools for communicating that are used in relation to a wider circle to draw attention to and create interest in the company and/or its products and services. Goal-oriented advertising that addresses decision makers at the company s significant target markets supports long-term and short-term sales measures, through such means as building recognition in the recipient of the advertising message. High attention value, an easily understandable 19 message, and a recognition effect are three important elements in all advertising. This applies to image products and other advertisements. The penetration of the individual advertisement will be strengthened if the advertisement contains common features with regard to layout and elements that attract attention. The fi xed items in all advertisements are items 2, 3, 4, and 5. Item 1 can be freely designed, but we recommend following the established rules regarding design and typography. 1. Area for free use. 2. Forwarding company. 3. Company description. 4. Description of the Schur Group. 5. Schur s logo. Schur Pack Denmark a/s
Advertisements, 08 01 profile, image, and product advertisements, examples Advertisements are used to draw attention to and create interest in the company and/or its products and services in a wider circle. Tryk- og vakuumpumper Vi har det store program indenfor: Lamel vakuumpumper og kompressorer Sidekanalblæsere Kapselblæsere Skrue vakuumsystem Pumpestande Centralanlæg Vælg Becker fordi: Minimal vedligeholdelse Lang levetid Lavt energiforbrug Vi tilbyder: Landsdækkende service Højt serviceniveau - eget værksted Serviceaftaler Schur Packaging Systems a/s Fuglevangsvej 41, DK-8700 Horsens, Tel.: +45-75 62 52 77 Fax: +45-75 62 70 44 Schur Packaging Systems er en eksportorienteret virksomhed med speciale i udvikling og produktion af moderne pakketeknologi samt tilhørende udstyr. Schur er et internationalt team af selskaber, der udbyder emballage, pakkemaskiner og systemer samt know-how. Virksomheden beskæftiger 1600 medarbejdere på fabrikker og salgskontorer i Danmark, Sverige, Tyskland, Polen, Holland og England. 20
Job vacancy advertisements 08 02 The design of Schur s job vacancy advertisements is based on a (tried) high attention value and a number of fi xed elements in the advertisements. The fi xed items in all advertisements are items 1, 2, 4, 5, and 6. Item 3 can be freely designed, but we recommend following the established rules regarding typography. 21 1. Schur s logo. 2. Description of Schur (Helvetica Neue, light 8º). 3. Job description (Helvetica Neue bold, 27º). 4. Job description, possibly job profile, applicant s profile, application deadline, and contact person (Helvetica Neue Light, Light italic, and medium 9º) 5. Forwarding company, address and phone number. 6. Company description (Helvetica Neue, light 8º). Marketingchef Schur er et internationalt team af selskaber, der udbyder emballage, pakkemaskiner og systemer samt knowhow. Virksomheden beskæftiger 1400 medarbejdere på fabrikker i Danmark, Sverige, Tyskland, Polen, Holland og England. Schur Pack Denmark a/s søger en dynamisk medarbejder til en nyoprettet stilling som marketingchef. Stillingen giver den rette person mulighed for i høj grad selv at præge jobbet, der er udfordrende og alsidigt, men også krævende. Marketingchefen får følgende ansvarsområder: Planlægning og gennemførelse af virksomhedens samlede markedsføringsindsats Planlægning, budgettering og opfølgning af salgsindsatsen Markedsanalyser Produktmix og sortimentspleje Specialkampagner og produktudvikling Marketingchefen vil referere til adm. direktør. Vi forestiller os følgende ansøgerprofil: Ca. 30 år Cand.merc., HD(A) eller tilsvarende Min. 4 års erfaring fra arbejdsmarkedet Engelsk- og tyskkundskaber på forhandlingsniveau Vi lægger vægt på personlige egenskaber som: Analytisk sans Fleksibilitet og samarbejdsevner Gennemslagskraft Kontaktskabende med høj stresstærskel Sans for planlægning og organisation Generelt gode formuleringsevner Skriftlig ansøgning, mærket Martketingchef, stiles til adm. direktør Kaj Ove Nielsen senest den 30. oktober 2001. Tiltrædelse: Ca. 1. januar 2002. Kvalificerede ansøgere er velkommne til at kontakte os for nærmere oplysninger. Schur Pack Denmark a/s J. W. Schurs Vej, 8700 Horsens Tlf. 76 27 28 29 Schur Pack Denmark a/s udvikler, fremstiller og afsætter salgsemballage til kunder i Danmark og i udl la nde t. Schur Pa ck Denmark a/s er den førende udbyder af kartonemball lage ti il det danske mark ke d. Virksomheden beskæftiger ca. 275 medarbejdere
Job vacancy advertisements, 08 03 examples A common design of job vacancy advertisements from Schur provides the individual companies with many advantages. Recognition is one of the most important factors in all marketing communication and the more advertisements that appear with identical elements, the greater the effect. There are also economic advantages connected with a uniform design as the same basic material can be used for all advertisements. 22 Schur Pack Germany Gm Schur Flex ible UK Ltd. Schur Inventure a/s
Job vacancy advertisements, 08 04 teasers and the Internet Examples of possible layout of teasers in printed media, and job vacancy advertisements in digital media. are currently looking for Schur Flexible UK Ltd. www.schur.com Søger Schur Pack Denmark a/s 23 www.schur.com
Presentations 09 00 Overheads for presenting the Schur Group or individual companies are made on the basis of a fi xed template developed in Microsoft PowerPoint and distributed on the central server. PowerPoint master template. Examples of overheads for Group presentations. 24
Display signs and fascias 10 00 Trade fairs and exhibitions are also an important aspect of the company s marketing, and it is equally important in this connection to create a unified appearance as a wellfunctioning unit. These examples show some of the many options for using Schur s communication elements on fascias and display signs under varying conditions with regard to space. The same benefits that can be obtained in other areas with regard to communication and economy can be obtained by re-using Schur s design elements. As far as possible Schur always attempts to market the company as a unity through the concept 25 Schur, with a caption regarding which company is currently exhibiting.
Signs in general 11 00 Signs in general are an important part of the individual company s visual identity in connection with all other communication. It is therefore also important to follow the principles in the design manual in connection with this point. Façade sign, an example 26 Facade signs are developed in collaboration with Schur International a/s in accordance with a procedure established in a special sign manual from Modulex Danmark A/S.
Signs, examples 11 01 Other signs are developed in accordance with the same procedure as that for facade signs. Examples from the sign manual. Sign type 6 Sign type 1 Sign type 2 Sign type 5 Skiltetype 6 Sign type 4 Skiltetype 5 27 Sign type 3 Skiltetype 4
Schur s flag 12 00 Schur s flag should be used daily when national flags are not fl own, or together with these. 28 The dimensions of the flag are always 10:13 and the logo is centred with a size that is 7/10 of the height of the flag.
The Internet and intranet, examples 13 00 Schur s Internet and intranet designs are based on common standard templates, which are continuously developed and adapted. The key concepts are: clarity, content, and recognition. The focus is on providing the user with an impression of a professional corporate website. Many of the pictures on the website will naturally be of products and machines. To add a more personal touch, the decision was made to include pictures of people as far as possible. 29