Rock Only Visual Identity Standards
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1 Rock Only Visual Identity Standards August 2007
2 Table of Contents Logo Standards and Guidelines Rock Only logo Rock Only logo color Incorrect use of the Rock Only logo Rock Only logo clear zone Building signage The Rock as a Design Element Guidelines for using the Rock Acceptable color applications Other guidelines Incorrect use of the Rock Rock Only Logo Standards
3 Logo Standards and Guidelines Prudential/Pramerica maintains strict rules concerning the use of the corporate logo. The logo must be applied consistently to all visual communications. Only an approved corporate logo may be used, if needed. All employees are responsible for helping to protect the Rock Only Brand by adhering to the guidelines for logo usage, color, size and placement as set forth in these standards. Rock Only logo Brand Logo Business Name John Smith Managing Director Bache Commodities Limited 9 Devonshire Square London EC2M 4HP Tel: +44 (0) A business of Prudential Financial, Inc. (USA). Authorised and regulated by the Financial Services Authority The Rock Only Brand logo option will be allowed for Bache Commodities/Securities, Bache Equities, Pricoa Capital Group and Pricoa SM Relocation. Rock Only logo color The color of the logo is Pantone Matching System (PMS) 300 or a process color match of PMS 300 (100% cyan, 43% magenta). Because this Rock Only Blue is associated with our company, the color should be used whenever possible. Black may be used if PMS 300 is not available. No other colors can be used. An exception to this rule is when the logo is the same color as the underlying item. For example, the logo can be the same color in embroidery, debossing, embossing and metallic signs. A white reversed-out negative logo image should be used only when PMS 300 or black cannot be used. CMYK: C100/M43/Y0/K0 PMS Spot: 300 RGB Display: R51/G102/B204 Lotus Notes: Red 0, Green 130, Blue 191 For Dainippon Ink & Chemicals, Incorporated (DIC) color matching system, use 579 blue as a Rock Only Blue equivalent. To achieve Rock Only Blue in an electronic medium, use the following RGB models: Internet Palette: Red 51, Green 102, Blue 204 Lotus Notes: Red 0, Green 130, Blue Rock Only Logo Standards
4 INCORRECT use of the Rock Only logo Using the logo properly in all media is absolutely essential to maintaining the strength and integrity of the Rock Only Brand. The uses of the logo below are incorrect and violate our Visual Identity discipline. Do not use any of the old Pramerica, Pricoa or Prudential Bache logos. Do not use decorative designs or enclose the logo in parentheses or shapes. Do not use the Rock with another visual element or logo. Do not print the logo in colors other than those specified by the guidelines. 2 Rock Only Logo Standards
5 Rock Only logo clear zone Our logo is the defining mark of the company and must be easily noticed and clearly readable. All text and design elements must be set at least one Rock s distance (x) from the Rock Only logo. This distance is called the clear zone. x = diameter of the Rock x x x x Building signage New signage should follow the logo standards as described in this document. Signage in chrome, silver or white is acceptable. Signage colors cannot deviate from the standard sign colors, unless mandated by the landlord. If the landlord mandates color requirements, a letter from the landlord or a copy of the lease along with the sign layout must be submitted for approval to branding@prudential.com. 3 Rock Only Logo Standards
6 The Rock as a Design Element Guidelines for using the Rock The Rock is the company s most valuable and irreplaceable intangible asset. When you use the Rock as art, you must adhere to specific guidelines (described below). In general, you should present the Rock in ways that reinforce the strength, expertise and relevance it symbolizes. The Rock should never be presented in a trivial or degrading manner. The Rock is an emblem of what Prudential/Pramerica stands for and should not be tied to a place, like Gibraltar. Acceptable color applications The color of the logo is Pantone Matching System (PMS) 300 or a process color match of PMS 300 (100% cyan, 43% magenta). Because Rock Only Blue is associated with our company, the color should be used whenever possible. Black may be used if PMS 300 is not available. For Dainippon Ink & Chemicals, Incorporated (DIC) color matching system, use 579 blue as a Rock Only Blue equivalent. To achieve Rock Only Blue in an electronic medium, use the following RGB models: Internet Palette: Red 51, Green 102, Blue 204 Lotus Notes: Red 0, Green 130, Blue 191 CMYK: C100/M43/Y0/K0 PMS Spot: 300 RGB Display: R51/G102/B204 Lotus Notes: Red 0, Green 130, Blue 191 Other guidelines The Rock may be used as a background visual. The Rock may be used as a tint, ghosted or watermark image. 4 Rock Only Logo Standards
7 The Rock may be illustrated as a three-dimensional emblem. The Rock should be used in the Rock Only Blue (PMS 300), white or black. The Rock may also be used in metallic gold, silver or bronze. The Rock may be used as tone-on-tone in embroidery, embossing and debossing. 5 Rock Only Logo Standards
8 INCORRECT use of the Rock Do not use the Rock in place of an approved corporate logo. Do not distort or crop the Rock beyond recognition. Do not present the Rock in an unapproved color (see approved color palette). Do not present the Rock facing the wrong way or upside-down The Prudential Insurance Company of America 751 Broad Street, Newark, NJ ALL RIGHTS RESERVED Ed. 8/ Rock Only Logo Standards
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