Design Style Guide

User Manual:

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Style Guide (24.07.2015)

Building and delivering the PGS message

Introduction

A Company’s Identity

is More Than its Logo

Our company identity creates the basis

for the way in which we present ourselves

visually. Our identity expresses a uniﬁed

design through conscious choices of form

and content that are consistent with our

goals and strategies.

We aim to build the PGS brand consistently.

This style guide is the toolbox for achieving

that ambition and therefore plays a vital

role in the communication of our presence.

This style guide provides our rules for the

core design elements – logo, strapline,

colours, and fonts.

Ready for use templates can be found in

MarketBase.

PGS STYLE GUIDE

INTRODUCTION

Content

Introduction 02

LOGO 03

Our Logo 04

Logo Protection 05

Logo Formats 06

Logo Do’s and Don’t’s 07

Negative Logo 08

COLOURS 09

Primary Colours 10

Secondary Colours 11

Tertiary Colours 12

Gradient Colours 13

Colour Wave 14

TYPOGRAPHY 15

Typography 16

Strapline 17

LAYOUT 18

Layout Grid 19

STATIONERY 20

Overview 21

Business card 22

Letterhead 23

US Letterhead 24

Envelopes 25

US Envelopes 26

DIGITAL 27

PowerPoint Landscape 28

PowerPoint Portrait 29

Email Signature 30

MARKETING MATERIAL 31

Posters 32

Adverts 33

Flyers 34

Logo

Our Logo

Our Logo is Our Signature

The logo is based upon our values,

it is relevant for the times and in line

with current business objectives and

future goals.

The logo communicates solidity and

reliability. The waves are inspired by the

shape of the Ramform, re-inforcing the

idea of us exploring deep waters, layer by

layer. This is also emphasized by a slight

gradient through the logo. The blue colour

is strongly associated with water and

maintains the values of Dedicated and

Reliable. The eye reads naturally from left

to right and lands at the bottom right,

therefore the weighting of the waves to

the bottom right enforces solidity.

PGS STYLE GUIDE

OUR LOGO

PGS STYLE GUIDE

LOGO PROTECTION

Logo Protection

Our logo should always appear clear and

visible and must never compete with other

elements. The protection zone indicates

the minimum space required around the logo.

To maintain legibility, the logo should never

be produced smaller than 8 mm measured

across the width of the logo mark.

Document Size Logo Width P=

A6 8 mm 3 mm

A5 11 mm 4 mm

A4 / US Letter 14 mm 5 mm

A3 20 mm 6.5 mm

650 x 950 mm 45 mm 16 mm

750 x 1000 mm 50 mm 18 mm

Document Size Logo Width P=

A6 0.32 in 0.12 in

A5 0.43 in 0.16 in

A4 / US Letter 0.55 in 0.2 in

A3 0.79 in 0.26 in

25.5 x 37.5in 1.77 in 0.58 in

29.5 x 39.5in 1.97 in 0.64 in

Protection Zone

Minimum and Recommended Sizes

In extreme cases, the absolute minimum size of the logo is 8mm.

The protection zone, P, is based upon the

height of the PGS letters and prevents

other design elements from being placed

too close to the logo.

11 mm 14 mm 16 mm8 mm

Logo Formats

Downloads

Our logo can be downloaded in many

formats depending on usage.

The information under each format will

give guidance on which format to use.

FILE TYPES EXPLANATION

Vector: The format EPS (Encapsulated

postscript) is a vector format. An EPS

format can be resized to any size without

losing its quality.

Raster: The formats JPG, GIF and PNG

are bitmap graphics. They are rasterized

images with a speciﬁc pixel size that

cannot be enlarged without losing their

quality.

PGS STYLE GUIDE

LOGO FORMATS

CMYK

For use on standard

printing material by

combining the 4 print

colours C-M-Y-K.

Download:

PGS_LOGO_CMYK.eps

PANTONE

Flat logo for use on all printed

material when it is of critical

importance to reproduce the

exact PGS blue Pantone 300.

Download:

PGS_LOGO_FLAT_PMS300.eps

BLACK

For use on black and white

print or telefax.

Download:

PGS_LOGO_BLACK.eps

METALLIC/STEEL/REFLECTIVE

For use in special applications e.g.

signage and reﬂective clothing.

Download:

PGS_LOGO_PMS877.eps

Special Applications

RGB

For digital use/screens e.g.

Powerpoint, Word, Web.

Download:

PGS_LOGO_RGB.png

PGS_LOGO_HIGHRES_RGB.jpg

PGS_LOGO_LOWRES_RGB.jpg

PGS_LOGO_RGB.gif

Digital

NEGATIVE

For use in materials

designers only.

Download:

PGS_LOGO_NEGATIVE.eps

PGS_LOGO_NEGATIVE.png

Print & Digital

DON’T extract elements

from the logo

PGS STYLE GUIDE

LOGO DO’S AND DON’T’S

Logo Do’s

and Dont’s

Correct and Consistent

Our logo is our visual signature and master

brand. It is therefore of utmost importance

to follow the rules and guidelines, as

shown on these pages, concerning the use

of the logo.

Do not manipulate the colours, the

thickness of the waves, the typeface or any

other aspects of the logo. The proportions

(height and width) must always remain

the same. The value of recognition and

consistency in the use of our logo are the

key to brand building.

The logo has a white key line around it and

the preferred background is white. When

put on a coloured background the key line

will show. Do not change the thickness of

the white key line.

The logo should always be placed on a calm

background. Vivid coloured backgrounds or

patterns of any kind must be avoided.

The names of business divisions are not

part of the logo and should not be placed

beside it.

DON’T change the

proportions of the logo

DON’T change the

proportions of the logo

SOLID BACKGROUND

The white key line around

the logo will be visible on

solid backgrounds.

CALM, LIGHT PHOTO

BACKGROUND

The logo can be placed on

areas of the photo where

the colour appears solid

and calm.

CALM, DARK PHOTO

BACKGROUND

The logo can be placed on

areas of the photo where

the colour appears solid

and calm.

WHITE BACKGROUND

This is the preferred logo

background.

DON’T change the colour

of the logo

DON’T change the outline

size of the logo

DON’T place the logo on

a vivid background

Dont’s

Do’s

Marine

DON’T put other elements

too close to the logo

DON’T change the outline

colour of the logo

DON’T place text or other

elements within the

protection zone

Negative Logo

Professionals Only

The negative logo can only be used in

Highlight materials made by professional

designers.

It is important that the negative logo is

placed on the correct type of background

to maintain our corporate image.

The logo should always be placed on calm

backgrounds both if it is a solid colour

background or a photo background.

If in doubt – use the main logo.

PGS STYLE GUIDE

NEGATIVE LOGO

Dont’s

CALM, LIGHT PHOTO

BACKGROUND

CALM, DARK PHOTO

BACKGROUND

DON’T place the logo on

a vivid background

SOLID BACKGROUND

Do’s

Example of Use

We have through our history launched step

changing innovations, among these are the

Ramform Series - benchmarks of marine

seismic operations.

Our competent and interdisciplinary teams

are constantly pushing the limits through

technology development, gaining operational

experience and indisputable results from

challenging environments worldwide.

We take great pride in our achievements,

knowing that the strong will and ability that

made us the company we are today will keep

us continuously focused and competitive

in the future.

And most importantly; we always work

tirelessly to be your ﬁrst choice.

PGS - Unrivaled Performance

DELIVERING RESULTS.

TYPICAL USE OF LOGO WITHOUT KEY LINE

Signage for the Headquarters in Oslo

Colours

Primary Colors

Our Color Palette

The primary color for PGS is blue

PMS 300. A clear and solid colour to

be trusted. This is also the logo color.

Blue is the color of water. It is also

associated with the intellectual:

intelligence, communication, eciency,

logic, coolness and calm.

Blue, white and the grayscale constitute

the main colours of our image.

The metallic colour is for signage use only.

PGS STYLE GUIDE

PRIMARY COLOURS

Primary Color

Pantone 300

CMYK 100/50/0/0

RGB 0/94/184

HTML 005EB8

RAL 5005

White

Pantone -

CMYK 0/0/0/0

RGB 255/255/255

HTML FFFFFF

RAL 9003

Metallic

Pantone 877

RAL 110-M

Grayscale

Pantone Process Black

CMYK 20/20/20/100

(rich black)

CMYK 0/0/0/85 (text)

RGB 0/0/0

HTML 000000

RAL 9005

100%

80%

60%

40%

20%

100%

80%

60%

40%

20%

Secondary Colors

Our Color Palette

The use of color should be done conservatively.

Secondary colors should be used sparingly

and introduced in the correct order.

All designs should maintain a clean, neat

and airy appearance.

PGS STYLE GUIDE

SECONDARY COLOURS

Pantone 297

CMYK 50/0/0/0

RGB 113/197/232

HTML 71C5E8

RAL 2407030

Pantone 320

CMYK 96/0/31/0

RGB 0/156/166

HTML C4D600

RAL 5021

100%

80%

60%

40%

20%

100%

80%

60%

40%

20%

Secondary Colors

Pantone 300, Black 35%, Pantone 297, Black 60%, Pantone 320, Black 85%, Pantone 2613

Color Introduction Order

Here is a guide for order of color introduction when using more than the primary color:

Pantone 2613

CMYK 79/100/0/11

RGB 85/38/132

HTML 552684

RAL 324040

100%

80%

60%

40%

20%

Tertiary Colors

Our Color Palette

The tertiary colors are for use by professional

designers in extreme circumstances where

additional colors are required. These should

be used sparingly.

PGS STYLE GUIDE

TERTIARY COLOURS

Pantone 187

CMYK 7/100/82/26

RGB 166/25/46

HTML A6192E

RAL 3031

100%

80%

60%

40%

20%

Pantone 362

CMYK 78/0/100/2

RGB 80/158/47

HTML 509E2F

RAL 6018

100%

80%

60%

40%

20%

Pantone 021

CMYK 0/65/100/0

RGB 254/80/0

HTML FE5000

RAL 2004

100%

80%

60%

40%

20%

Pantone 382

CMYK 28/0/100/0

RGB 196/214/0

HTML C4D600

RAL 1008080

100%

80%

60%

40%

20%

Pantone 7406

CMYK 0/20/100/2

RGB 241/196/0

HTML F1C400

RAL 1021

100%

80%

60%

40%

20%

Tertiary Colors

Gradients

Our Gradient Color Palette

The gradients are used to express depth

and add gravity to our identity. Gradients

are for use in brochures, reports and other

professionally designed material.

Gradients should always be used with

the darkest color at the bottom and the

lightest at the top.

PGS STYLE GUIDE

GRADIENT COLOURS

Dark Blue Gradient Light Blue Gradient

Location 0%

CMYK 80/20/0/0

RGB 77/153/214

Anchor 51%

Location 35%

CMYK 100/50/0/0

RGB 18/105/176

Anchor 50%

Location 100%

CMYK 100/60/20/40

RGB 27/67/103

Location 0%

CMYK 50/0/0/0

RGB 156/207/243

Anchor 51%

Location 100%

CMYK 100/50/0/0

RGB 18/105/176

Colour Wave

Graphic Element

The colour wave is for use in many

dierent design documents including:

adverts, posters, ﬂyers and brochures.

The colour wave should always stretch

the full width of the page. In professional

printing; full bleed and inhouse printing;

from margin to margin.

The height is equivalent to 4x.

3x with 100% gradient colour.

1x with 70% gradient colour.

The colour wave is only available

in CMYK colours.

The colour wave can be made manually

following these guidelines or downloaded

as an Indesign document from MarketBase.

Fixed colour wave heights:

Document Size Height

A6 3.5 mm/1.4 in

A5 5 mm/0.2 in

A4 / US Letter 7 mm/0.27 in

A3 10 mm/0.4 in

650 x 950mm/25.5 x 37.5in 17 mm/0.67 in

750 x 1000mm/29.5 x 39.5in 19 mm/0.75 in

PGS STYLE GUIDE

COLOUR WAVE

Height 3 x 100%

Height 1 x 70%

CMYK 100/50/0/0 CMYK 50/0/0/0 CMYK 96/0/31/0 CMYK 100/50/0/0

Blue

Typography

Three Typefaces

Klavika is the primary typeface and will

be used on the website and all marketing

material.

Arial is used for internal document templates,

Powerpoint, digital platforms and any other

situation where Klavika is not available.

This is a standard typeface worldwide.

Calibri is the default typeface in Microsoft

Oce applications.

Tips:

The default typeface in Microsoft Oce

applications can be set to Klavika but it

requires installation of the Klavika font.

For licenses: www.luth.no

Klavika

Klavika was designed by Eric Olson and released

by the Process Type Foundry in 2004. Klavika is a

modern, ﬂexible and solid typeface with a wide range

of typographic features.

Crisp and open shapes keep the it legible in small sizes

while the straight-sided characters anchor headlines

and display work solidly in place. The dierent fonts will

add character to printed as well as digital applications.

Klavika is a licensed typeface and is available for print

and web.

PGS STYLE GUIDE

TYPOGRAPHY

Primary Typeface – Klavika and Klavika Condensed

Secondary Typeface – Arial