Corporate identity guidelines

SimScale | Identity Guide

Elements
Our logo consists of 3 elements:
1. The SimScale “Scale Symbol”
2. The SimScale logotype - (The word SIMSCALE)
3. White Background

Size
The size of our logo is an important factor in
communicating our brand properly and consistently. SimScale “Scale Symbol” SimScale logotype
A logo that is depicted too small diminishes the
White background
impact of a brand and logo that is too large can be
overbearing and also have a negative impact.

Our logo should never be used so small that it is

not legible (minimum size for logo is 30mm wide).

Our logo should never be used so large that it

dominates surrounding elements. 30mm Minimum size
Clear Space
A clear space equal to the area between the SimScale Clear space gauge point
“Scale Symbol” and the “S” is the minimum area that
must remain clear on the sides, top and bottom of the
logo. This neutral zone must be white. This guarantees
the emphasis of our logo and assists in it being
recognized.

2 | SimScale – Corporate Identity Guidelines

 SimScale | Logo colors

Elements
There are three (4) approved colors for the SimScale Logo
1. SimScale Blue (PMS 7690)
2. SimScale Black (PMS Black 7)
3. White
4. Secondary Color: Grey (PMS Cool Grey 7)

Pantone® 7690 Pantone® BLACK 7

SimScale Blue (PMS 7690) Color equivalents
CMYK C 95 M 41 Y 10 K0
RGB R 0 G 118 B 168
HEX# 0076A8

SimScale Black (PMS BLACK 7) Color equivalents

CMYK C 63.94 M 61.46 Y 64.99 K 54.33
RGB R 62 G 57 B 53
HEX# 3E3935
WHITE Pantone® Cool Grey 7
Secondary Color: Grey (PMS Cool Grey 7) Color equivalents
CMYK C 42.5 M 35.19 Y 34.64 K 0.96
RGB R 153 G 153 B 154
HEX# 999999A

Production of the SimScale logo in any variation from this color formula must
be approved by SimScale’s Marketing and Communications department.

SimScale – Corporate Identity Guidelines | 3

SimScale | Approved Logo Forms

Approved logo forms

Our logo can be used in three forms:

1. Full color – SimScale Symbol and SimScale logotype

This should be the first option used.

2. Full mono – SimScale Symbol and SimScale logotype

3. Full mono reverse – SimScale Symbol and SimScale logotype.

Any uses that are not included in this guide should be approved by
the SimScale Marketing and Communications Department.

Our SimScale Icon can also appear on its own and

be used in three forms:

1. Full color – Icon only

2. Full mono – Icon only

3. Full mono reverse – Icon only

4 | SimScale – Corporate Identity Guidelines

 SimScale | Logo use

Logo Background
In most instances the SimScale logo should appear on a white background.
It is acceptable to put the logo on a photographic background as long
as the white background neutral area is observed and there is suitable
contrast between the image and the logo.
In other circumstances the reverse logo can be used over images of either
dark or light nature.

The following are examples of incorrect use of the SimScale logo.

INCORRECT INCORRECT INCORRECT

SimScale – Corporate Identity Guidelines | 5

SimScale | Logo use

Logo Background
The SimScale logo must never be modified by the addition of another
group or name without permission from the SimScale Marketing and
Communications Department. Tag lines must exist outside the neutral
white space zone.

Below are examples of how to correctly display the SimScale logo.

CORRECT CORRECT CORRECT

6 | SimScale – Corporate Identity Guidelines

 SimScale | Logo use

Using the “Scale Icon”

There may be the occasion when just the “Scale Icon” can be used.
This is suggested when the word “SimScale is used in headline. It is
acceptable to put the logo on a photographic background as long as the
white background neutral area is observed and there is suitable contrast
between the image and the logo.
The “Scale Icon” can be used as a secondary graphic device, subject to
approval by SimScale Marketing and Communications department.

The following are examples of incorrect use of the SimScale logo.

INCORRECT INCORRECT

SimScale – Corporate Identity Guidelines | 7

SimScale | Logo use

Logo Background
The SimScale “Scale Icon” must never be modified by the addition of
another group or name. Tag lines must exist outside the neutral white
space zone.

Below are examples of how to correctly display the SimScale “Scale”logo.

CORRECT CORRECT CORRECT

SimScale SimScale SimScale

SimScale
Academic Program Academic Program Academic
AcademicProgram
Program

8 | SimScale – Corporate Identity Guidelines

 SimScale | Typography

How we display our name in all forms of correspondence is

important. We must take every opportunity to promote our
point-of-difference and be memorable. Below is the guide of how
you should type the SimScale in your correspondence.

SimScale is one word.

Capitalize the first S
and the second S.

Like this. SimScale 

Not like this. simscale 

or this Simscale 
NOTE: Under no circumstances whatsoever abbreviate Simscale as SS

SimScale – Corporate Identity Guidelines | 9

SimScale | Typography

Our Corporate Typeface

Our corporate typeface is “Frutiger” and has been chosen to represent
our company and brand in a manner that is consistent with our
corporate image. Allowances have been made to accommodate digital
communication as well as printed communications.

Frutiger is a sans-serif typeface by the Swiss type designer Adrian Frutiger.

“Frutiger’s goal was to create a sans serif typeface with the rationality and
cleanliness of Univers, but with the organic and proportional aspects of
Gill Sans. The result is that Frutiger is a distinctive and legible typeface”.
– Source: Typedia

10 | SimScale – Corporate Identity Guidelines

 SimScale | Typography

Frutiger Light Frutiger Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*(-=+ 0123456789!@#$%^&*(-=+
Frutiger Light Italic Frutiger Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*(-=+ 0123456789!@#$%^&*(-=+
Frutiger Roman Frutiger Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*(-=+ 0123456789!@#$%^&*(-=+
Frutiger Italic Frutiger Black Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*(-=+ 0123456789!@#$%^&*(-=+

SimScale – Corporate Identity Guidelines | 11

SimScale | Typography

Digital Typeface Lato light

When technology allows for it, Frutiger should be used in any
web applications. The default fall-back font is Lato which should ABCDEFGHIJKLMNOPQRSTUVWXYZ
be utilized to ensure acceptable degradation when Frutiger is abcdefghijklmnopqrstuvwxyz
unavailable. 0123456789!@#$%^&*(-=+
Lato light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*(-=+
Lato Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*(-=+
Lato Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789!@#$%^&*(-=+

12 | SimScale – Corporate Identity Guidelines