Professional Documents
Culture Documents
Brand Guidelines December 2015
Brand Guidelines December 2015
Brand Guidelines December 2015
15.12.2015
DCC/GME
INTRODUCTION
In order to build a strong brand it is important to be consistent with the way you
communicate in all your business areas.
The aim of this manual is to establish a set of rules and recommendations that seek to
ensure correct implementation of the main elements of the brands of the PT Portugal.
It is essential that everyone involved cooperates in complying with and applying these
rules in order to ensure a coherent and uniform visual identity.
We rely on you.
Thank you.
INTRODUCTION - PAGE 2
CONTENTS
1. MASTER BRAND 2. INSTRUMENTAL BRANDS
PT identity. Instrumental brands identity.
1.1 Logo 7 2.1 List of instrumental brands 22
1.2 Colour versions 8 2.2 Colour versions 23
1.3 Applications on backgrounds 9 2.3 Applications on backgrounds 24
1.4 Protection area 10 2.4 Protection area
1.5 Minimum size 11 and minimum size 25
1.6 Incorrect usage 12 2.5 Incorrect usage 26
1.7 Colours 13 2.6 Colours 27
1.8 Additional elements 16 2.7 Written form 29
1.9 Written form 17 2.8 Typography 30
1.10 Typography 18
CONTENTS - PAGE 3
CONTENTS
3. COMMERCIAL BRANDS
3.1 MEO identity.
3.1.1 Logo 33 3.2.9 Written form 53
3.1.2 Versions - 2D 34 3.2.10 Typography 54
3.1.3 Application on backgrounds 35
3.1.4 Protection area
and minimum size 36 4. ALTERNATIVE
3.1.5 Incorrect usage 37
3.1.6 Colours 38 TYPOGRAPHY IN DIGITAL
3.1.7 PT Endorsement 40 ENVIRONMENT
3.1.8 Written form 41
3.1.9 Typography 42 Alternative typography for MEO
Text, Co Text, Calibri e Myriad Pro.
3.2 PT Empresas identity. 4.1 iOS and OS X operating system 57
3.2.1 Logo 44 4.2 Android operating system 58
3.2.2 Colour versions 45 4.3 Linux and Windows Media
3.2.3 Application on backgrounds 46 Room operating system 59
3.2.4 Protection area 4.4 Windows Mobile operating system 60
and minimum size 47 4.5 Windows Desktop operating system 61
3.2.5 Incorrect usage 48
3.2.6 Colours 49
3.2.7 Signature 51
3.2.8 PT Endorsement 52
CONTENTS - PAGE 4
1. MASTER BRAND
PT identity.
In this chapter we present the basic elements of identity PT.
Its main elements and how they relate are identified. These principles serve
to focus and guide the creativity in communication, contributing to a strong
and consistent visual identity.
All versions of the logo or its applications that are not covered in this manual must be approved in advance
by the GEM (Gestão Estratégica de Marcas).
POSITIVE NEGATIVE
POSITIVE NEGATIVE
The polychromatic version of the PT logo has two colour model variants:
- CMYK colour model (four colour process)
- PMS colour model (pantone). These versions can only be used in merchandising when it is impossible to use the original version.
The PMS variant is made from two direct colours (pantone 3135 and black)
and must always be used whenever four colour process reproduction is not
necessary.
DARK PHOTOGRAPHIC OR GRAPHIC BACKGROUND BLACK BACKGROUND - ONE COLOUR PT BLUE BACKGROUND - ONE COLOUR
X X
7 mm
30 px
SCREEN
Changing the elements Incorrect use of the colours Use of watermarks Creation of new versions
placement or proportion or “tints” or expressions
PT
LIGHT BLUE
CMYK 65-0-15-0
RGB 59-194-215
WEB #3BC2D7
LIGHT BLUE MEDIUM BLUE DARK BLUE GREY GRAFITE
CMYK 65-0-15-0 CMYK 100-20-0-50 CMYK 90-15-0-85 CMYK 0-0-0-85
RGB 59-194-215 RGB 0-88-132 RGB 0-46-72 RGB 76-76-78
PANTONE 311 C PANTONE 7469 C PANTONE 546 C PANTONE 432 C
WEB #3BC2D7 WEB #005884 WEB #002E48 WEB #4C4C4E
RAL (no reference) RAL 5001 Green Blue RAL 5011 Steel Blue RAL 7016 Anthracite grey
VINIL 3M Scotchcal 100-602 VINIL 3M Scotchcal 100-003 VINIL 3M Scotchcal 100-27 VINIL 3M Scotchcal 100-012
MEDIUM BLUE
CMYK 100-20-0-50
RGB 0-88-132
WEB #005884
0%
DARK BLUE
PINK YELLOW GREEN PURPLE CMYK 90-15-0-85
CMYK 0-100-25-5 CMYK 0-35-100-0 CMYK 35-0-100-0 CMYK 75-100-0-5 RGB 0-46-72
WEB #002E48
RGB 201-0-98 RGB 231-176-18 RGB 190-214-0 RGB 110-37-133
PANTONE 214 C PANTONE 1235 C PANTONE 382 C PANTONE 2603 C NOTE:
WEB #C90062 WEB #E7B012 WEB #BED600 WEB #6E2585 It is only possible to construct gradients with
RAL 4010 Telemagenta RAL 1028 Melon yellow RAL (no reference) RAL (no reference) the combination of PT blue and/or other blues
VINIL 3M Scotchcal 100-454 VINIL 3M Scotchcal 100-25 VINIL 3M Scotchcal 100-449 VINIL 3M Scotchcal 100-265 of the complementary palette.
PT BLUE IN COMBINATION
WITH 1 COMPLEMENTARY BLUE. Type: Linear Type: Radial Type: Mesh
Angle: 315º Location: 50% Appearance: To right
PT BLUE IN COMBINATION
WITH VARIOUS SECONDARY BLUES.
Above are examples of rotations in the same style, to be adapted to the medium in which it will be used.
Light Blue PT Blue Medium Blue Dark Blue
NOTE:
The above examples are a reference for chromatic combinations.
Gradients must be created by combining PT Blue and/or any blue colour
from the complementary colours pallet. The above examples are prohibited manipulations.
1. BACKGROUND GRADIENT
The construction of the background gradient
follows the rules specified in the previous chapter
(gradient colours).
2. DIAGONAL LINE PATTERN This combination must be used on the pages/mediums that are prominent in the layout
(ex.: covers, tabs, headers, etc.).
The diagonal line pattern is made from equidistant
lines at an angle of 327.5°, repeated as many times
as necessary, depending on the size of the layout.
The weight and distance between lines is adjusted
to the scale of the medium and the printing ADDITIONAL ELEMENTS - SECONDARY COMBINATION
method to be used. (BACKGROUND GRADIENT + DIAGONAL LINE PATTERN)
PT type!
CHARACTERS
PT type!
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ MYRIAD PRO BOLD
PT type!
NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.
PT type!
abcdefghijklmnopqrstuvwxyz PT type!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ
NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.
PT type!
CHARACTERS
CALIBRI BOLD
abcdefghijklmnopqrstuvwxyz PT type!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ
NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.
All versions of the logo or its applications that are not covered in this manual must be approved in advance
by the GEM (Gestão Estratégica de Marcas).
2.3.INSTRUMENTAL
COMMERCIAL BRANDS - PAGE 20
2.1 List of instrumental brands
The differentiation between instrumental brands takes place only on the company The logo should not be redesigned or adapted under any circumstance and must
name. always be reproduced from high quality artworks.
This chapter presents the “PT ACS” logo as an example of the intended behaviour
for this brand typology.
ACS ACS
POSITIVE NEGATIVE
ACS
ACS
ACS
DARK PHOTOGRAPHIC OR GRAPHIC BACKGROUND BLACK BACKGROUND - ONE COLOUR PT BLUE BACKGROUND
X X
PRINT SCREEN
X
X X
ACS ACS
ACS
Changing the elements Incorrect use of the colours Use of watermarks Creation of new versions
placement or proportion or “tints” or expressions
PT
ACS ACS
ACS
ACS
CHARACTERS
Marcas instrumentais type!
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ MYRIAD PRO BOLD
NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.
CHARACTERS
CALIBRI BOLD
abcdefghijklmnopqrstuvwxyz Marcas instrumentais type!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ
NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.
All versions of the logo or its applications that are not covered in this manual must be approved in advance
by the GEM (Gestão Estratégica de Marcas).
3.1.2 Versions - 2D
Three versions of the MEO logo were defined:
- BLACK version
- MEO BLUE version
- WHITE version
These are the main versions of the MEO logo.
3. COMMERCIAL BRANDS - PAGE 34
BRIGHT PHOTOGRAPHIC OR GRAPHIC BACKGROUND WHITE BACKGROUND WHITE BACKGROUND
2X
PRINT SCREEN
10 mm 37pixels
2X 2X 2X
Changing the elements Incorrect use of the colours Distortion (horizontal, Use of watermarks
placement or proportion vertical or perspective) or “tints”
h = height
The PT logo must be less than or equal to the height of the MEO logo.
h (maximum)
The polychromatic version of the PT endorsement logo for the MEO brand
has two colour model variants:
- CMYK colour model (four colour process)
- PMS colour model (pantone)
The PMS variant is made from two direct colours (pantone 3135 and
black) and must always be used whenever four colour reproduction is not
necessary.
3.1.7 PT endorsement
In order to reinforce the MEO brand credibility, the use of the PT endorsement is The endorsement must be placed on the opposite side of the MEO logo, as shown
always recommended. above.
When it is necessary to use the PT endorsement near the MEO logo, the proportion
must be adjusted to the medium and layout being developed.
The proportion between the two logos should never exceed the fixed limit.
3. COMMERCIAL BRANDS - PAGE 40
MEO.
This is the written form.
Thank you!
MEO type!
CHARACTERS
MEO type!
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ MEO TEXT BOLD
MEO type!
NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.
MEO type!
CHARACTERS
CALIBRI BOLD
abcdefghijklmnopqrstuvwxyz MEO type!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ
NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.
POSITIVE NEGATIVE
POSITIVE NEGATIVE
These versions can only be used in merchandising printing when it is impossible to use the original
version.
DARK PHOTOGRAPHIC OR GRAPHIC BACKGROUND BLACK BACKGROUND - ONE COLOUR PT BLUE BACKGROUND - ONE COLOUR
X X PRINT SCREEN
X X
Changing the elements Incorrect use of the colours Use of watermarks Creation of new versions
placement or proportion or “tints” or expressions
LIGHT BLUE
0%
DARK BLUE
PINK YELLOW GREEN PURPLE
CMYK 0-100-25-5 CMYK 0-35-100-0 CMYK 35-0-100-0 CMYK 75-100-0-5
RGB 201-0-98 RGB 231-176-18 RGB 190-214-0 RGB 110-37-133
PANTONE 214 C PANTONE 1235 C PANTONE 382 C PANTONE 2603 C NOTE:
WEB #C90062 WEB #E7B012 WEB #BED600 WEB #6E2585 It is only possible to construct gradients with
RAL 4010 Telemagenta RAL 1028 Melon yellow RAL (sem ref. em catálogo) RAL (sem ref. em catálogo) the combination of PT blue and/or other blues
VINIL 3M Scotchcal 100-454 VINIL 3M Scotchcal 100-25 VINIL 3M Scotchcal 100-449 VINIL 3M Scotchcal 100-265 of the complementary palette.
3.2.7 Signature
The brand signature “IMAGINE. É POSSÍVEL” has two possible alignments: The signature is composed by Co Text Bold font in uppercase and its color is the
vertical and horizontal. PT EMPRESAS Blue.
h = height
The PT logo must be less than or equal to the height of the PT Empresas.
h (maximum)
3.2.8 PT endorsement
In order to reinforce the PT Empresas brand credibility, the use of the The proportion between the two logos should never exceed the fixed limit.
PT endorsement is always recommended. The endorsement must be placed on the opposite side of the PT Empresas,
When it is necessary to use the PT endorsement near the PT Empresas, the as shown above.
proportion must be adjusted to the medium and layout being developed.
PT Empresas type!
CO REGULAR
CHARACTERS
PT Empresas type!
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ CO BOLD
PT Empresas type!
NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.
PT Empresas type!
CHARACTERS
CALIBRI BOLD
abcdefghijklmnopqrstuvwxyz PT Empresas type!
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ
NOTE:
If it’s not possible to use the main and secondary typeface in digital
multiplatform applications, chapter 4 in this manual presents alternative
typefaces.
The alternative typefaces should be applied in mobile, television and computer applications.
These rules do not apply to websites.
Light
Neue
HELVETICA NEUE ROMAN
Roman
CHARACTERS
HELVETICA NEUE BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ
Roboto Light
ROBOTO ROMAN
Roman
CHARACTERS
ROBOTO BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ
Light
OPEN SANS ROMAN
Roman
CHARACTERS
OPEN SANS BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ
4.3 Linux and Windows Media Room operating system - Open Sans
The alternative typography for MEO Text, Co Text, Calibri e Myriad Pro in Linux and
Windows Media Room operating system is Open Sans.
Light
SEGOE UI ROMAN
Roman
CHARACTERS
SEGOE UI BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ
Light
SEGOE UI ROMAN
Roman
CHARACTERS
SEGOE UI BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Bold
0123456789 ([{@&:;.,!?¿¡*%}])£€$¥¢ƒ