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ArcelorMittal - Elements

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[ArcelorMittal brand elements] TONY >> Hello. For those of you who don't know me, my name is Tony Olds and I am ArcelorMittal's global brand identity manager. IAN >> And I am Ian Louden and I lead the FutureBrand Brand Consultancy team that works with Tony and Nicola Davidson. Just like people, brands have their own personality, communication style and appearance. Let's think, for a moment, about Coca-Cola™. It communicates an authentic personality that asks its consumers to "live on the Coke™ side of life." It's distinctive appearance is delivered through a number of visual elements. Its passionate red colour, the dynamic ribbon device, the Coca-Cola™ word-mark, and a distinctive and colourful illustrative style. TONY >> Like Coke™, ArcelorMittal also has a number of elements that make up the ArcelorMittal visual identity. These include the logo, the brand promise, colours, typography and something called the ArcelorMittal Shape. More on this later.These elements are the building blocks of the vision identity providing us with a toolkit with which to create our own personality, look and feel. IAN >> Because we are one company worldwide, it's obviously important to implement our visual identity consistently. To enable this, each of the visual identity elements needs its own set of principles for application. Just think what might happen if we didn't have them. [the logo] TONY >> The ArcelorMittal logo is the key identifier of our company. It is made up of 2 parts: the ArcelorMittal word-mark and the ArcelorMittal symbol, known as the signature because of its expressive character. Just as an individual's handwritten signature is unique to them, the ArcelorMittal signature is unique to the company. IAN >> The signature symbolizes the transformational energy that characterizes ArcelorMittal. Its dynamic and iconic form reflects ArcelorMittal's leadership position in the steel industry. TONY >> To make sure our logo stands out wherever we apply it, we need to give it room to breathe. We do this by creating a minimum clear space zone around it, defined by height of the capital A of the word-mark. The idea is to ensure that no other graphic or intrusive photographic elements appear within this area. So, while it's fine to show the logo in white, reversed out of photograph, the area out of which it reverses, should be clear of any detail. IAN >> The size of the logo is always measured across its entire width. From the beginning of the letter A to the right hand point of the signature. While on most applications, the logo has a specific size, it should not, in any case, be reproduced smaller than the width of 15 millimeters. This is because at sizes below this, it becomes too small to either read or reproduce well. TONY >> Because circumstances differ, there are a few versions of the logo. The primary version of the logo uses a very dark gray--not black--word-mark, And an orange signature, appearing on a white or other, very pale background. Sometimes, though, a white background is restrictive and, frankly, a bit boring, especially on brochure covers and websites. So, in situations like these, it's fine to reverse the logo out of a photograph in white. Always make sure there is enough contrast between the background color of the relevant part of the photograph and the logo. The logo can appear in solid black, when necessary. For example, in newspapers and on faxes. [using the company name] IAN >> When using the company name and text material, whether printed, written or onscreen, always show the name as one word with an upper case A and M. And, please, don't use the abbreviation AM. The name of our company is ArcelorMittal. Do you think the people at Coca-Cola™ call themselves "CC?" We don't think so. [the brand promise] TONY >> The phrase, "transforming tomorrow" is the ArcelorMittal brand promise. It describes our commitment to the future. In its graphic form, it comes in a range of alternative color schemes and layouts. Each of these artworks is available for download from our online Identity Guidelines Resource, The brand promise doesn't have to appear on everything. Only use it when you need it. For example, on advertising. Sometimes, it may make sense to use it in some markets, rather than others, such as promotional and marketing materials in emerging markets. [colour] IAN >> Our brand uses 3 primary colours: ArcelorMittal orange, gray and dark gray. They are used in a variety of combinations, depending on the type of communication. For example, corporate applications, such as stationery, annual reports and other formal business communications use small amounts of these colours along with lots of whitespace and photography. However, when greater impact is required on, for example, communication materials, banners, or exhibitions at trade shows, a greater volume of the primary colours may be used. Be careful, though, not to overuse orange. It's easy to overdo it. TONY >> And remember, that while we have a range of media-specific colour specifications for these primary colours, --including for custom mix printing inks, known as Pantone, 4 colour process, also known as CMYK, RGB computer screen colours, vinyls for letterings on signs, and paint references, --the reality is that the exact appearance of our colours will inevitably differ from meeting to meeting. The truth is, because it's rare for a business card or magazine, sign and a webpage to be seen together, these minor differences do not present a problem. If people perceive our colours as being the same across all media, then we're doing fine. The fact that they might see small differences, if they were to compare them side by side, really isn't very important. What is important, though, is to ensure that when they do appear together, they are as close to each other as possible, in terms of color match. So, for example, when printing a suite of brochures, always use the same colour specification for orange. That is, Pantone or CMYK for the entire suite, even if one brochure in the suite has no photography and so, does not strictly need the full colour process. In addition to the primary colours, we also have a secondary palette of colours, used to colour charts, diagrams and tables. These colours should not be used in place of the primary colours. [the ArcelorMittal shape] IAN >> The ArcelorMittal shape is an important component of the brand identity. Behaving much like the Coca-Cola™ ribbon, it gives a distinctive ArcelorMittal look, even when the logo isn't around. Shape is basically a framing device. It has a curved notch on the left-hand side, from which copy can be aligned, and a curved lower, right-hand corner. The shape can be used on a wide variety of applications, wherever there's a need to add personality. In this context, it works best on marketing-oriented applications rather than on corporate ones. While the border, itself, is typically white, it can appear in gray, as well. It can even be photographic, if the adjacent page carries the complete photograph, like this example from the tubular products brochure. [typography] TONY >> Our corporate typefaces are VAG Rounded and Foundry Sterling. Both typefaces can be downloaded in the full range of alphabets and language sets from the Brand Guidelines website. VAG Rounded has been chosen as our typeface for headlines. We only use 2 weights of it: light and thin. Its curves and rounded letter-forms remind us of the ArcelorMittal signature. Its distinctive style is enhanced by using it at large sizes and by setting lines of copy tightly together. Using different primary colours for different lines of headlines, set in VAG Rounded, works very well. Foundry Sterling is a more functional typeface, with a larger type family of weights and styles. It is used for text material and for signs. IAN >> We hope you found this brief tour through the identity elements interesting and useful. TONY >> We've tried to cover all the main points, but, of course, if you have any questions, don't hesitate to get in touch.

Video Details

Duration: 7 minutes and 55 seconds
Country: United States
Language: English
License: Dotsub - Standard License
Genre: None
Views: 391
Posted by: zad on Sep 10, 2008

ArcelorMittal - Elements

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