MANUAL DE IDENTIDAD CORPORATIVA CORPORATE IDENTITY MANUAL
Trade mark registered worldwide. 3
MANUAL DE IDENTIDAD CORPORATIVA ÍNDICE CORPORATE IDENTITY MANUAL INDEX 1. PRESENTACIÓN 1. PRESENTATION 2. TERMINOLOGÍA 2. TERMINOLOGY 3. LA MARCA 3. THE BRAND 4. CONSTRUCCIÓN Y APLICACIÓN 4. BUILDING AND APPLICATIONS 5. EL COLOR 5. COLOR 6. TIPOGRAFÍA 6. TYPOGRAPHY 7. USOS NO CORRECTOS 7. INCORRECT USES 8. APLICACIONES CO-BRANDING 9. APLICACIONES BRANDING 9. BRANDING APPLICATIONS 4
1. PRESENTACIÓN 1. PRESENTATION Este Manual recoge todas las visualizaciones previsibles de la marca una forma sencilla y coherente. especial de las recomendaciones expuestas en este Manual, como El Manual de la marca debe ser por tanto una herramienta viva y presente en todas las aplicaciones de la marca corporativa, y su convivencia con sus productos. This manual contains all predictable views of ITF brand and sets a standard regulating the brand and its applications in a simple and consistent way. clear picture, which improves the organization communication. The consolidation of the new image of ITF requires special attention from the recommendations of this Manual as a document that guarantees a unit in our criteria and public communications. The Manual of the brand must therefore be an alive tool, and it has to be present in all applications of the corporate brand and its coexistence with its products. 6
2. TERMINOLOGÍA 2. TERMINOLOGY empelados. To achieve a better comprehension of this Manual, the most common Imagen Corporativa/Corporate Image: It is the perception that a particular person or a collective have about an entity. It is the mental image linked to a Corporation and linked to what it represents. Identidad Corporativa The particular features of an Entity, which create a noticeable and memorable form of itself and they differentiate it from other entities. products, its communication Manual de Identidad Corporativa/ Corporativa en el plano del diseño. Set of rules governing the use and applications of the corporate identity in the design plan. Marca Corporativa The combination of the different elements that form the visual Logotipo The visual typographical element which names the entity. Símbolo o Anagrama Graphical element that symbolizes the company and contributes to Tipografía Corporativa/Corporative Typography: relacionados con la Imagen Corporativa. Identidad Visual/ La parte visible de la identidad de una empresa. A menudo se utilizan de manera indiscriminada Identidad Corporativa e Identidad Visual. No obstante, la primera se encuentra en un plano superior a la segunda. The visible part of a company identity. It is often used in an indiscriminate way with Corporate Identity. However, visual identity is positioned in a higher position. todas las presentaciones. Binding font used to write texts linked to the Corporate Image. The standardization of the typography is an additional factor in each Identity Visual program. It seeks unity and harmony in all presentations. 8
3. LA MARCA 3. THE BRAND valores fundamentales. Liderazgo Promover la legalidad del General Choi, potenciar las fortalezas de Proximidad Ofrecer un trato personalizado, humano y cercano. Compromiso Modernidad Ofrecer una imagen fresca, limpia y actual. proyecto futuro. The mission of the ITF is to represent, to promote and to work towards the development of TKD practice in all countries.our style of visual communication must help to communicate its core values. Leadership To promote the legality of General Choi, to boost the strength of the organization and to develop new skills. Proximity To offer a personal, human and close service. Compromise ITF must work for its members and with its members to promote the services that they need and demand. Modernity To offer a fresh, clean and modern image. A brand that has been well applied, is the most solid base to create 10
4. CONSTRUCCIÓN Y APLICACIÓN 4. BUILDING AND APPLICATIONS International Taekwon-Do Federation (ITF). La forma inicial del logotipo son las siglas ITF. Logotipo/Logo le aportan proximidad y compromiso como valores añadidos. Al International Taekwon-Do Federation (ITF). The initial shape of the logo stands fro ITF. The typography is thick and the shapes are simple. This gives the logo a strength that transmits leadership. The simplicity of its shapes will bring closeness and commitment as added values. At the same time, the union of its characters gives to the brand its own identity and it also symbolizes the wave motion as a feature of the development of the ITF technique. Símbolo/Symbol The symbol appears as a simple element. this martial art and easy to associate to TKD ITF. 12
5. EL COLOR 5. COLOR Los colores corporativos siempre deben aparecer sobre fondo forma parte de ella, mostrando la inocencia de un estudiante Los del puño representan a los colores de los cinturones. * AMARILLO * VERDE: Pantone 355 C Planta, crecimiento de la planta como la destreza en el Taekwon-Do empieza a crecer. * AZUL: * ROJO: Pantone 355 C consider when applying them to any communication media. The corporative colors must always appear on a white background. Even that this color is not present in the brand it also belongs to it, showing the innocence of a beginner student of TKD. * YELLOW: Pantone Yellow C Ground, where a plant grows pushing their roots, as the tenets of Taekwon-Do. * GREEN: Pantone 355 C Plant, growing of a plant, as the Taekwon-Do skills start to grow. * BLUE: Sky, the mature plant is aimed to the sky, as the Taekwon-Do progresses. * RED: Pantone 355 C Danger. * BLACK: Pantone Process Black C Maturity, it represents the opposite to the white, maturity and knowledge of Taekwon-Do. * NEGRO: Pantone Process Black C Madurez, representa lo contrario al blanco, madurez y conocimiento y el miedo. Pantone Yellow C C:4 / M:6 / Y:100 / K:0 R:255 / G:224 / B:0 Pantone 301 C C:100 / M:67 / Y:14 / K:3 R:0 / G:81 / B:149 Pantone 355 C C:92 / M:0 / Y:95 / K:0 R:0 / G:154 / B:60 Pantone Process Black C C:75 / M:70 / Y:66 / K:79 R:30 / G:29 / B:29 Pantone 355 C C:1 / M:88 / Y:84 / K:0 R:227 / G:58 / B:47 Variaciones/Variatons El color utilizado para la bola del mundo es el mismo The color used in the World globe is the same as the one 80% Pantone 301 C C:100 / M:67 / Y:14 / K:3 R:0 / G:81 / B:149 17
6. TIPOGRAFÍA 6. TYPOGRAPHY Federation es la Century Gothic. legibilidad. The corporate font family of the International Taekwon-Do Federation is Century Gothic. This typography was chosen because it is clear modern and readable. aqabcdefghijklmnopqrstuvwxyz aq ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwyz 1234567890 aq ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 20
7. USOS NO CORRECTOS 7. INCORRECT USES Su uso incorrecto puede ser negativo para el sistema de identidad The brand presentation must be studied carefully. Its incorrect use may be negative for the corporate identity system because it may transmit confusing messages. REVERSE THE BRAND VERTICALLY CHANGE THE PLACE OF ELEMENTS DISTORT THE BRAND CHANGE THE COLORS ELIMINATE ELEMENTS CHANGE THE TYPOGRAPHY 22
8. APLICACIONES CO-BRANDING Maestro Juan Ferrando Secretary General F Calle Mercado,3 España www.tkd-itf.org visita a una cara. Applications for cards to one side. 24
8. APLICACIONES CO-BRANDING Card. 29
8. APLICACIONES CO-BRANDING pegatina CD/ DVD. Envelope, cover and CD / DVD sticker. 31
8. APLICACIONES CO-BRANDING Dobock. Dobock. 33
8. APLICACIONES CO-BRANDING AUTHORIZED CENTER Cartel gimnasio. Poster for gym. 37
8. APLICACIONES CO-BRANDING para publicidad como para transporte. Special city vehicle, for both advertisement and transport. 38
8. APLICACIONES CO-BRANDING General vehicle. 39
8. APLICACIONES CO-BRANDING Poster. Poster. 40
8. APLICACIONES CO-BRANDING Banderas horizontal y vertical. 41