Branding ATLAS TELECOM

CHARTE ATLAS TELECOM ANGLAIS 14/04/03 15:15 Page 1
STYLE GUIDE
Introduction
This corporate identity manual is the reference document for the correct use
of the Atlas Telecom logotype in all its versions.
Complying with the rules and principles set out in this manual will improve
the consistency and quality of our communication and therefore our success.
Contents
1 - VISUAL IDENTITY 2
■ Logotype conception ..............................................................................................2
■ Corporate logotype ................................................................................................3
■ Logotype/signature ................................................................................................5
■ Companies colour codes ........................................................................................6
■ Companies logotypes..............................................................................................7
2 - STATIONERY 9
■ Corporate ................................................................................................................9
■ Global companies..................................................................................................11
■ Companies ............................................................................................................12
■ Companies and country........................................................................................14
3 - TYPOFACES 15
■ Those used in the visual identity..........................................................................15
■ Supporting ............................................................................................................15
4 - SIGNATURE FOR COMMERCIAL DOCUMENTS 16
5 - TEMPLATES 17
6 - NON-PERMITTED USES 18
1
1 - VISUAL IDENTITY
■ LOGOTYPE CONCEPTION
In complete continuity with the original logo, the new Atlas Telecom logo carries forward all those
elements that give such distinctive strength to the company’s identity: the name ATLAS TELECOM, the two
“swashes” that frame it and its two characteristic colours.
ATLAS TELECOM
The original strong, clear typography has been retained; the only change is that the spacing has been
tightened slightly to give the central message greater density and power.
THE “SWASHES”
Right from the beginning, the “swashes” have been an excellent match for both ATLAS and TELECOM.
For the word ATLAS, the swashes symbolise the planet covered by its oceans. The impression is further
accentuated by the turquoise colour and the wave of spray created by the “brush stroke” style.
For the word TELECOM, the swashes symbolise the inherent interactivity of telecommunications.
The new design builds on this symbolism in new ways: the swashes also become comets, giving a spatial
dimension that fits well with the world of telecoms, which is increasingly taking to the skies.
The expression of interactivity is also given a new dynamic through a more inwardly-curving design that
hints at “Ying and Yang”, further strengthening the concept of interactive exchange.
THE COLOURS
■ The deep blue-tinted grey of the text conveys affirmation and universality.
■ The “South Sea” turquoise blue suggests warm climates and a beautiful planet.
2
1 - VISUAL IDENTITY
■ CORPORATE LOGOTYPE
SPOT COLOURS 4-COLOUR EQUIVALENT MONOCHROME VERSIONS
Pantone 320 Cyan 100 % - Yellow 30 % 100% Black

Black 6 %
Pantone 5415 50% tint of Black
Cyan 56 % - Magenta 11 % Black is shown here only
Black 43 % as an example.
WITH EXTENSION
The wording “Group of Companies” obeys the colour codes defined above.
It always appears in the same grey as the ATLAS TELECOM wording, i.e.:
SPOT COLOURS 4-COLOUR EQUIVALENT MONOCHROME VERSIONS
Pantone 5415 Cyan 56 % - Magenta 11 % 100% Black

Black 43 %
50% tint of Black
MINIMUM WIDTHS
20 mm
35 mm
3
VERSIONS WITH COLOUR BACKGROUNDS

Wherever possible, the ATLAS TELECOM logotype is used against a white background. However, when this is not
possible, you are recommended to apply the following rules:
■ USES
A - On a light solid tint B - In a white block on

a dark solid tint
THE LOGO/BLOCK RELATIONSHIP
NB: These rules also apply

to all monochrome versions
of the logo.
C - On a light photograph D - In a block on a dark photograph

or illustration or illustration
WITH EXTENSION
When the logo appears with the wording “Group of

Companies“, only the logo/block relationship changes,
as shown in the diagram opposite.
4
■ LOGOTYPE/SIGNATURE
COMPANY
COLOUR
SIGNATURE LOGOTYPE
CODES
Where appropriate, the colour codes and signature may be positioned below the logo (right-justified),
but always in this order.
WITH EXTENSION
MINIMUM WIDTHS
75 mm 75 mm
53 mm 53 mm
5
■ SIGNATURE
MINIMUM WIDTHS
36 mm 36 mm
■ COMPANIES COLOUR CODES
SPOT COLOURS
INTERACTIVE
NETWORK
SERVICES
MOBILE
Pantone Pantone Pantone Pantone

3005 1375 2582 376
4-COLOUR EQUIVALENT
INTERACTIVE
NETWORK
SERVICES
MOBILE
Cyan : 80 % Magenta : 75 % Cyan : 49 % Cyan : 75 %

Magenta : 15 % Yellow : 100 % Magenta : 72 % Yellow : 90 %
Monochrome version: 50% Black
6
■ COMPANIES LOGOTYPES
SPOT COLOUR
Pantone 3005
4-COLOUR EQUIVALENT
Cyan : 80 %
MONOCHROME
Magenta : 15 %
100% Black 50% Black
SPOT COLOUR
Pantone 1375
4-COLOUR EQUIVALENT
Magenta : 75 %
Yellow : 100 % MONOCHROME
SPOT COLOUR
Pantone 2582
4-COLOUR EQUIVALENT
Cyan : 49 %
Magenta : 72 % MONOCHROME
SPOT COLOUR
Pantone 376
4-COLOUR EQUIVALENT
Cyan : 75 %
Yellow : 90 % MONOCHROME
NB: This colour code has been designed to support reproduction by means such as black-and-white
photocopying and faxing.
NB 2: Any derivations based on geographic area (e.g.: Atlas Telecom Mobile Western Europe)
may only be applied to stationery (Cf. stationery chapter on page 12).
MINIMUM WIDTH
20 mm 20 mm 20 mm 20 mm
NB: These minimum widths are identical for the monochrome versions of these logos.
7
■ LOGOTYPE/BLOCK RELATIONSHIPS
NB: Wherever possible, these logotypes should be used on a white background, with or without a block.
Their use (on a light solid tint, dark solid tint, light photograph or illustration or dark photograph or illustration)
is identical to that of the ATLAS TELECOM logotype (see page 4).
8
2 - STATIONERY
■ CORPORATE - AMERICAN FORMATS
10 100
12 7 LETTERHEAD
American format: 216 x 280
4-colour + 2 spot colours
10 100
12 7
2
10
10
COMPLIMENTS SLIP
American format: 228 X 102
1
2
10
10
35
4 45
■ SUPPORTING TYPEFACES 4 4
LETTERHEAD
1 Din medium
2 Din Light 3
1
COMPLIMENTS SLIP
2
1 Din medium
2 3
Din Light 8,5
BUSINESS CARD
BUSINESS CARD American format: 89 X 50

2 spot colours
1 Din medium
2 Din Light NB: We recommend that the entire logo is
3 Frutiger light italic embossed during printing.
EUROPEAN FORMATS
The dimensions to be used with European formats are Letterhead: 210 x 297
strictly identical to those shown for the American formats. Compliments slip: 210 x 100
Business card: 85 x 55
9
■ CORPORATE - AMERICAN FORMATS (CONT.)
8
2
5 1
10
8
10
ENVELOPE WITH OR WITHOUT WINDOW 1

American format: 241 X 105 - 229 X 153 2
10
2 spot colours
27
12
■ SUPPORTING TYPEFACES
3
ENVELOPE WITH OR WITHOUT WINDOW
3
1 Din medium
2 Din Light
FAX
1 Din medium
3 2 Din Light
3 Din Bold
1 FAX
2 American format: 216 x 280
10 1 colour black
10
EUROPEAN FORMATS
The dimensions to be used with European formats are Fax : 210 x 297
strictly identical to those shown for the American formats. Envelope with window : 220 x 110
Envelope without window : 230 x 162
10
■ GLOBAL COMPANIES
100
7 LETTERHEAD
100
7
COMPLIMENTS SLIP
45
4,5
BUSINESS CARD
3 spot colours
NB: We recommend that the entire logo is
embossed during printing.
NB: the supporting typefaces used for these documents are identical to those used for the corporate stationery.
11
■ COMPANIES - AMERICAN FORMATS

108
7
108
7
COMPLIMENTS SLIP
45
4,5
LETTERHEAD BUSINESS CARD

American format: 216 x 280 American format: 89 X 50
4-colour + 2 spot colours 3 spot colours
This manual applies to:
ENVELOPE WITH OR WITHOUT WINDOW

American format: 241 X 105 - 229 X 153
3 spot colours
12
■ COMPANIES - AMERICAN FORMATS (CONT.)
10 10
60
NOTE PADS
Format: 210 x 297
4-colour + 2 spot colours 10 10
50
NOTE PADS
Format: 140 x 215
13
■ COMPANIES & COUNTRIES - AMERICAN FORMATS
108
7 LETTERHEAD
108
7
COMPLIMENTS SLIP
This manual applies to:
45
4,5
BUSINESS CARD
3 spot colours
14
3 - TYPEFACES
■ THOSE USED IN THE VISUAL IDENTITY
GILL SANS EXTRA BOLD
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890&
GILL SANS LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890&
DIN BOLD ITALISED
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890&
NB: This text has been produced by italicising Din Bold: 10° in Illustrator.
■ SUPPORTING
STATIONERY
DIN MEDIUM DIN LIGHT
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890& 1234567890&
DIN BLACK FRUTIGER LIGHT ITALIC

1234567890& 1234567890&
OTHER PRINTED MATERIAL

GILL SANS GILL SANS BOLD
1234567890& 1234567890&
HANDEL LIGHT HANDEL BOLD

1234567890& 1234567890&
NB: These two supporting typefaces may be stretched or condensed if necessary.

15
4 - SIGNATURE FOR COMMERCIAL DOCUMENTS

The correct positioning of the ATLAS TELECOM logo on each item of printed material is of “strategic” importance.
It appears at the bottom right of the page against a white or light background.
Two “Group of Companies” co-signatures are permitted.
EXAMPLE
■ PRESS ADVERTISEMENT 1 ■ PRESS ADVERTISEMENT 2
Cover 4 Cover 1 Cover 4 Cover 1
■ PROMOTIONAL FOLDER 1 ■ PROMOTIONAL FOLDER 2
16
5 - TEMPLATES
EXAMPLE
■ SPECIFICATIONS SHEET
■ POWER POINT SHEET

On a light solid tint or a dark solid tint
A valuable basis for all presentations, templates must incorporate good design, effectiveness and legibility.
17
6 - NON-PERMITTED USES
It is important to comply with the rules set out in this manual to ensure the consistency and impact of our
image. Here are some examples of pitfalls to be avoided.
■ CHANGING THE RELATIVE PROPORTIONS

OF THE COMPONENT PARTS OF THE LOGOTYPE
■ USING TYPEFACES OTHER

THAN THOSE SPECIFIC TO ATLAS TELECOM
■ USING COLOURS OTHER

THAN THOSE REFERENCED IN THIS MANUAL
■ ADDING THE COUNTRY NAME TO THE LOGOTYPE
18
CHARTE ATLAS TELECOM ANGLAIS
14/04/03 15:16 Page 19
STATIONERY ORDER FORM

This order form enables you to participate in a bulk order for your stationery. By adopting this simple and practical
method of ordering, your stationery is guaranteed to be in line with your new visual identity and you will benefit from
a reduction in cost. Fill in the order form (or attach a current letter head if your details have not changed) and send
it by post to the address stated at the bottom of the page. You will receive an estimate and draft version of your
documents which must be signed in order to confirm the order.
2
1 ❏ Atlas Telecom Network 1
❏ Atlas Telecom Mobile
❏ Atlas Telecom Services
❏ Atlas Telecom Interactive
2 Geographic area:
E.g.: Western Europe
3 Company name:
E.g.: Atlas Telecom Network Inc.
Legal status
E.g.: Registered in England under Company Number 2563849 VAT UK 368 5458 22
Address
E.g.: 187 Tower Street, Suite 3.3, St Paul House, London SE2A 3KL, UK
Tel:
Fax:
QUANTITY ORDERED SIGNATORY'S NAME AND TELEPHONE NUMBER
❏ Letter head Quantity sheets
❏ Business cards Quantity cards

SIGNATURE AND STAMP
❏ Envelopes
❏ 241 x 105 Quantity envelopes
❏ 229 x 153 Quantity envelopes
❏ Note pads Quantity pads
If you need to place several orders, please photocopy this order form.
e
XXI avenue : 33, rue de Neuilly - 92110 Clichy - France - Tél.: +33 (0)1 47 31 45 55 - Fax: +33 (0)1 47 31 20 07
contact@21eme-av.com
CHARTE ATLAS TELECOM ANGLAIS
14/04/03 15:16 Page 20
BUSINESS CARD ORDER FORM

This order form enables you to bulk order your business cards.
The form must always be accompanied by a STATIONERY ORDER FORM.
Example Quantity 500 cards Card 5 Quantity cards
Surname, First name and Job Title Surname and Job Title (E.g.: Philip J. Martin - Executive Assistant)
P h i l i p J . Ma r t i n
E x e c u t i v e a s s i s t a n t
Direct tel: + 4 4 3 0 3 2 0 7 8 044 Direct tel:

Direct fax: + 4 4 3 0 3 2 0 7 8 04 5 Direct fax:
Portable: + 4 4 3 0 3 2 0 7 8 044 Portable:
E-mail: E-mail:
p . j m a r t i n @a t l a s t e l e c o m . c o m
Card 1 Quantity cards Card 6 Quantity cards
Surname and Job Title (E.g.: Philip J. Martin - Executive Assistant) Surname and Job Title (E.g.: Philip J. Martin - Executive Assistant)
Direct tel: Direct tel:

Direct fax: Direct fax:
Portable: Portable:
E-mail: E-mail:

Portable: Portable:
E-mail: E-mail:

Portable: Portable:
E-mail: E-mail:
Card 4 Quantity cards

SIGNATORY'S NAME AND TELEPHONE NUMBER
Surname and Job Title (E.g.: Philip J. Martin - Executive Assistant)
Direct tel: SIGNATURE AND STAMP

Direct fax:
Portable:
E-mail:
If you need to place several orders, please photocopy this order form.
e
XXI avenue : 33, rue de Neuilly - 92110 Clichy - France - Tél.: +33 (0)1 47 31 45 55 - Fax: +33 (0)1 47 31 20 07
contact@21eme-av.com
vingt & unième avenue 33, rue de Neuilly 92110 Clichy

Tél. : +33 (0)1 47 31 45 55 Fax : +33 (0)1 47 31 20 07 E-mail : contact@21eme-av.com
Le progrès partout, à commencer par la communication

Branding ATLAS TELECOM

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Branding ATLAS TELECOM

Uploaded by

Copyright:

Available Formats

CHARTE ATLAS TELECOM ANGLAIS 14/04/03 15:15 Page 1

of the Atlas Telecom logotype in all its versions.

4 - SIGNATURE FOR COMMERCIAL DOCUMENTS 16

“swashes” that frame it and its two characteristic colours.

SPOT COLOURS 4-COLOUR EQUIVALENT MONOCHROME VERSIONS

Pantone 320 Cyan 100 % - Yellow 30 % 100% Black

SPOT COLOURS 4-COLOUR EQUIVALENT MONOCHROME VERSIONS

Pantone 5415 Cyan 56 % - Magenta 11 % 100% Black

VERSIONS WITH COLOUR BACKGROUNDS

A - On a light solid tint B - In a white block on

THE LOGO/BLOCK RELATIONSHIP

NB: These rules also apply

C - On a light photograph D - In a block on a dark photograph

When the logo appears with the wording “Group of

■ COMPANIES COLOUR CODES

Pantone Pantone Pantone Pantone

Cyan : 80 % Magenta : 75 % Cyan : 49 % Cyan : 75 %

Monochrome version: 50% Black

BUSINESS CARD American format: 89 X 50

■ CORPORATE - AMERICAN FORMATS (CONT.)

ENVELOPE WITH OR WITHOUT WINDOW 1

■ COMPANIES - AMERICAN FORMATS

LETTERHEAD BUSINESS CARD

ENVELOPE WITH OR WITHOUT WINDOW

■ COMPANIES - AMERICAN FORMATS (CONT.)

■ COMPANIES & COUNTRIES - AMERICAN FORMATS

This manual applies to:

GILL SANS EXTRA BOLD

GILL SANS LIGHT

DIN BOLD ITALISED

DIN BLACK FRUTIGER LIGHT ITALIC

OTHER PRINTED MATERIAL

HANDEL LIGHT HANDEL BOLD

NB: These two supporting typefaces may be stretched or condensed if necessary.

4 - SIGNATURE FOR COMMERCIAL DOCUMENTS

■ PRESS ADVERTISEMENT 1 ■ PRESS ADVERTISEMENT 2

Cover 4 Cover 1 Cover 4 Cover 1

■ PROMOTIONAL FOLDER 1 ■ PROMOTIONAL FOLDER 2

■ POWER POINT SHEET

■ CHANGING THE RELATIVE PROPORTIONS

■ USING TYPEFACES OTHER

■ USING COLOURS OTHER

■ ADDING THE COUNTRY NAME TO THE LOGOTYPE

STATIONERY ORDER FORM

QUANTITY ORDERED SIGNATORY'S NAME AND TELEPHONE NUMBER

❏ Letter head Quantity sheets

❏ Business cards Quantity cards

❏ Note pads Quantity pads

BUSINESS CARD ORDER FORM

Example Quantity 500 cards Card 5 Quantity cards

Direct tel: + 4 4 3 0 3 2 0 7 8 044 Direct tel:

Card 1 Quantity cards Card 6 Quantity cards

Direct tel: Direct tel:

Card 2 Quantity cards Card 7 Quantity cards

Direct tel: Direct tel:

Card 3 Quantity cards Card 8 Quantity cards

Direct tel: Direct tel:

Card 4 Quantity cards

Direct tel: SIGNATURE AND STAMP

vingt & unième avenue 33, rue de Neuilly 92110 Clichy

You might also like