Brand Elements - Visual System
Your layout will begin with the grid and logo followed typically by the introduction of a projection box, which takes up as much as 50% of the application. The headline will fill a projection box using a full-justified style. To complete a layout, we can add photography.
The criteria and specifications regarding these basic elements will be explained in the following paragraphs. Please use these guidelines to convey a consistent brand across all relevant communications.
By using a grid, we ensure consistency across the visual expression of our brand. The grid allows for flexible design layouts while still maintaining the vibrance of the various communication pieces.
To accommodate various amounts of copy, we are implementing a 3-column, a 6-column, a 9-column and a 15-column grid. We have set the margins for a few standard examples. However, there will be times when you will need to use your best judgment for the most aesthetically pleasing solution.
When working with standard application sizes such as letter, A4, 9x12 or smaller, we recommend that the logo equal 1/9 the width of the short side of the application from inside the margins.
When you are faced with extreme horizontal or vertical applications, we recommend that the logo be 1/6 the width of the short side of the application from inside the margins.
Please use discretion in order to achieve the right balance for a given application. The logo should not overpower the surrounding elements.
FOR THE WEB
Because advertisement spaces on the Internet vary widely and are constantly evolving, we recommend simply that you adhere to a minimum size for the best aesthetic result
Projection Box Construction
The CSC brand identity system is flexible and dynamic. It incorporates a graphic element created by projecting a graphic representation of CSC’s voice.
There are two uses of the projection box, shown at the right.
In either case, the shape, dimension and coverage area of the projection box must adhere to set standards:
• The projection box should be five or six-sided, depending on whether or not the notch is used.
• It should cover an area in a way that doesn’t detract from an accompanying image.
• It should leave enough visual information to still communicate the photographic subject.
Using the projection box is the preferred design treatment for most applications. For more content-heavy applications, it is acceptable to eliminate or minimize the use of the projection box.
Projection Box Placement — Tethered to Logo
When the projection box emanates from the logo, it’s important to establish a clear, consistent relationship with the logo. The logo should always be anchored against one side of the grid border.
Stand-Alone Projection Box
When using the projection box untethered from the CSC logo, use the same shape and dimensional attributes as noted in the Projection Box Construction section. Strive for balance of image and projection box.
Projection Box Color
All colors in the CSC palette can be used for the projection box, with the primary color being CSC Red. Color opacity may vary depending on headline and background image. It is preferred that an opacity screen be applied when the projection box appears over an image. When used against a white background, apply 100% opacity.
Headlines should always be reversed-out white, full-justified and uppercase with varying type sizes to deliver a clear and focused message. With the exception of question marks, ending punctuation such as periods and exclamation points is not to be included in the headline treatment. The type should adjust to fit within the projection box. Do not kern letters significantly. The placement of a headline in the projection box should be driven by aesthetics and balance. Always strive for an economy of words. For longer headlines, employ a projection box shape that will properly accommodate no more than three lines.
When the names of CSC products and services that use upper and lowercase type treatments — such as PaaS, BizCloud and FuturEdge — are part of the headline, convert them to all uppercase, but different size uppercase fonts. Examples are found below.
Subheads and Body Copy
Supporting subheadlines and body copy are to be placed outside projection boxes. Subhead type is to be left-justified and significantly smaller than the headline. You have the freedom to choose either an all-cap or lowercase treatment (sometimes an all-cap headline can compete with an all-cap subhead). The subhead should be placed in an area where it is clearly visible. Text color can be dark charcoal, match the projection box color or be white, if placed over an image. Text within a projection box should always be white.
Body copy is left-justified. Information should be presented in concise sentences and short paragraphs.
For silhouetted images, you may choose to have them bleed on up to three sides of the application or not at all. If you intend for your photograph to interact with the projection box, the projection box should be set to “Multiply” at 100%.
Full-bleed images must bleed on all sides of the application. If your production method limits the ability to bleed, be sure to use an even margin around the live area. The interaction between the projection box and the photo is slightly different when using a full bleed. In these cases, the projection box itself should be simply set at an “Opacity” of 100%.