CAF

📋 1 Guidelines

🔗 Connections

Sector

Finance

Region

Usa

Guideline Year

2016

Language

English

Tags

Corporate

Official Websites

Brand Guidelines

2016

Categories

Brand Imagery
  • Its proportions and colour cannot be altered under any circumstances. This manual establishes the guidelines for its correct application across all formats.
  • The proportions of the CAF logo should always remain unaltered.
  • The drawing shows the constant thickness of the lines of the entire logo and the correct angle of the “A”.
  • The “C” is based on two concentric circles.
  • The drawing above shows the correct proportions and dimensions of the logo.
  • The grid above allows the logo to be drawn accurately, however, we strongly recommend the use of the files and resources provided along with this manual.
Color Palette
  • Its proportions and colour cannot be altered under any circumstances. This manual establishes the guidelines for its correct application across all formats.
  • The standard logo is the one which best identifies our products, services and values to our target audience.
  • The use of the standard logo provides recognition, broadens the product range and strengthens the group’s positioning.
  • | CMYK | C:0 M:100 Y:100 K:5 | C:0 M:0 Y:0 K:70 | | RGB | R:187 G:17 B:25 | R:111 G:111 B:110 | | PANTONE | PANTONE® 711 | PANTONE® 7540 | | RAL | RAL 3020 | RAL 7024 |
  • CMYK (4-colour system). This is the system commonly used to print “full colour” items like catalogues, magazine adverts, etc. Putting it simpler, this is the method which most colour printers use, based on 4 cartridges. It comprises percentage values for cyan, magenta, yellow and black (CMYK).
  • RGB. The common view of colours on computer and television screens, etc., is composed of 3 values for red, green and blue (RGB).
  • Spot colours. Form of offset printing of corporate colours, with one part red ink and one part grey. Common in printing (e.g. corporate stationery or cards), in screen printing (e.g. on work clothing).
  • RAL. International standardised colour system for printing. It is based on two plain colours the same as spot colours.
  • Monochrome application. When the reproduction is carried out in one single colour ink. Monochrome application in black and white. When the reproduction is carried out in one single colour ink, in this case, black.
  • The corporate colour is red and the logo must always be accurately reproduced. Applications such as documents to be printed in black and white or faxes are limited by the printing method used. Only in these cases do we use the B&W version of the logo.
  • The use of the logo in silver is authorised for very occasional applications, such as for certain business units, anniversaries, etc.
  • The logo should always be applied in the colour of corporate red.
  • Its use in black is only for black and white printed documents, such as faxes or similar.
  • The use of the logo in any colour other than those indicated in this manual is not authorised.
  • On certain occasions we can use the logo in white, so long as the background is an authorised colour.
  • Coloured rectangles are never used as such, they refer to the solid colour back­ground that covers the entire width of the medium used.
  • Never reproduce the logo alongside a coloured rectangle.
  • We cannot apply it over backgrounds that are not white, red or grey. In backgrounds which are up to 10% grey it should be applied positively, and against backgrounds 70% grey, negatively.
  • The logo should always be applied in the colour of corpo­rate red, as indicated in the positive and negative applica­tions of the logo. The backgrounds will be of solid colour, either red or black, at least in the area destined for the logo.
  • The logo should only be used over images on backgrounds that are white, corporate red or a neutral grey tone that is not more than 10%
Typography
  • Helvetica Neue is a classic typeface and shares the balance and sobriety of the logo.
  • A correct treatment in relation to colours and respect of the use of capital letters in grey for titles, with specific highlights in red, make the logo unique and enable the corporatisation of all the various texts produced by the company.
  • CAF uses Helvetica Neue, in its different variants, as its corporate typeface. It helps differentiate the logo with titles in grey and highlights in red.
  • To correctly apply the corporate typeface, please consult the guidelines for its application when writing texts in the following section.
  • If Helvetica Neue is not one of the typefaces included in the operating system, then Arial shares many of the same major characteristics.
  • We use the Arial typeface for all internal documentation and for email, since we depend upon the typefaces installed in the recipient’s system.
  • CAF’s corporate typeface uses a Helvetica Neue typeface in its different variants. If this is not one of the typefaces included in the operating system, the use of the Arial typeface is authorised for internal communications.
  • Titles in grey and in capital letters in Helvetica Neue Light with the main concept highlighted in Helvetica Neue Bold. Entirely in bold if the title is short. We do not use red in titles.
  • The rest of the text in Helvetica Neue Light, in black and highlighted in red, no more than 5% of the text.
  • We use titles in corporate grey written only in capital letters and avoid the use of italics. Highlights in red.
  • GREY LINE 0,5PTS
  • HELVETICA NEUE LIGHT 20PTS SPACING 22PTS
  • HELVETICA NEUE LIGHT 9,5PTS SPACING 11,4PTS
  • HELVETICA NEUE LIGHT 7PTS SPACING 10PTS
Logo Usage
  • Describes the guidelines applicable to the logo, with the aim of transmitting a strong and coherent image.
  • Please read this manual carefully, it shows CAF’s corporate image and the guidelines to be applied and respected in all internal and external communications.
  • The correct application of the manual will result in a strong, consistent and modern image. The manual shows the possible logo applications, defining all corporate elements, such as, among others, colour or typeface, strengthening and standardising CAF’s own identity, and ensuring that all its components are identified as being part of a whole and that its outside image helps to identify it, strengthening its brand image and adding to its perceived value.
  • Cases not covered in this manual should be approved by the CAF Marketing department, with a copy or outline of the case being sent to them at the following address: identidadcorporativa@caf.net
  • This relates to the standard logo through which our target audience recognises our products, services and values.
  • Over time, the CAF logo has undergone many small changes that create confusion and make its standardisation difficult.
  • This latest stage sees the essence of the original logo return, perfecting its lines and proportions, standardising its colour and making it easily accessible to the whole of our professional team at CAF.
  • Its proportions and colour cannot be altered under any circumstances. This manual establishes the guidelines for its correct application across all formats.
  • To avoid the need to redesign the logo, all the different corporate applications have been compiled and made accessible to the team in the various standardised file formats applicable to practically all printing, reprographics and support systems.
  • The various logo applications are available to you in the following formats: Adobe Illustrator, PDF and JPG.
  • The standard logo is the one which best identifies our products, services and values to our target audience.
  • The use of the standard logo provides recognition, broadens the product range and strengthens the group’s positioning.
  • The proportions of the CAF logo should always remain unaltered.
  • The drawing shows the constant thickness of the lines of the entire logo and the correct angle of the “A”.
  • The “C” is based on two concentric circles.
  • The drawing above shows the correct proportions and dimensions of the logo.
  • The grid above allows the logo to be drawn accurately, however, we strongly recommend the use of the files and re­sources provided along with this manual.
Tone And Messaging
  • The correct application of the manual will result in a strong, consistent and modern image. The manual shows the possible logo applications, defining all corporate elements, such as, among others, colour or typeface, strengthening and standardising CAF’s own identity, and ensuring that all its components are identified as being part of a whole and that its outside image helps to identify it, strengthening its brand image and adding to its perceived value.
  • The awareness and involvement of all team members is necessary to consolidate CAF’s corporate image.
  • Cases not covered in this manual should be approved by the CAF Marketing department, with a copy or outline of the case being sent to them at the following address: identidadcorporativa@caf.net
Visual Style
  • Its proportions and colour cannot be altered under any circumstances. This manual establishes the guidelines for its correct application across all formats.
  • The proportions of the CAF logo should always remain unaltered.
  • The drawing shows the constant thickness of the lines of the entire logo and the correct angle of the “A”.
  • The “C” is based on two concentric circles.
  • The grid above allows the logo to be drawn accurately, however, we strongly recommend the use of the files and re­sources provided along with this manual.
  • CMYK: C:0 M:100 Y:100 K:5; RGB: R:187 G:17 B:25; PANTONE® 711; RAL 3020
  • CMYK: C:0 M:0 Y:0 K:70; RGB: R:111 G:111 B:110; PANTONE® 7540; RAL 7024
  • The logo should always be applied in the colour of corporate red.
  • Its use in black is only for black and white printed documents, such as faxes or similar.
  • The use of the logo in any colour other than those indicated in this manual is not authorised.
  • On certain occasions we can use the logo in white, so long as the background is an authorised colour.
  • Coloured rectangles are never used as such, they refer to the solid colour back­ground that covers the entire width of the medium used.
  • Never reproduce the logo alongside a coloured rectangle.
  • The logo should only be used over images on backgrounds that are white, corporate red or a neutral grey tone that is not more than 10%
  • The logo should always be applied in the colour of corpo­rate red, as indicated in the positive and negative applica­tions of the logo. The backgrounds will be of solid colour, either red or black, at least in the area destined for the logo.
Layout And Composition
  • The proportions of the CAF logo should always remain unaltered.
  • The drawing shows the constant thickness of the lines of the entire logo and the correct angle of the “A”.
  • The “C” is based on two concentric circles.
  • The drawing above shows the correct proportions and dimensions of the logo.
  • The grid above allows the logo to be drawn accurately, however, we strongly recommend the use of the files and re­sources provided along with this manual.
Brand Architecture
  • The incorporation of new business lines is standardised so as to transmit a strong and coherent image and demonstrate the solidity of the group.
  • In order that our target audience understands the interrelationship between the group’s various logos, the incorporation of new lines of business has been standardised in such a way that the broad range of products and services offered are seen as part of a leading rail sector brand.
  • In order to meet the requirements relating to the proportions of the logo outlined above, a grey line, at exactly the same height as the original logotype, separates the standard logo from the name of the business line by the same width as the typographic separation between the A and F.
  • The height of the typography is exactly one quarter part of the logo, with the baseline of the text coinciding with that of the logo. The business line is written in a Helvetica Neue Light typeface, with the width of the “i” indicating exactly the thickness of the vertical bar that separates the logo from the business line.
  • The preferred application of this logo is horizontal (as shown on this page).
  • In all cases, the adaptations must be approved by the CAF Marketing department.
  • The adaptations made to the business lines will be supervised and authorised by the CAF Marketing department.
  • The horizontality of the logo means a vertical version is required for specific applications.
  • Certain formats will probably require a version with a 4:3 aspect ratio.
  • It is not authorised for application in internal formats.
  • This vertical version of the logo should be used exclusively for co-sponsorships and other applications with reduced space.
  • It should not be in common use.
  • So as to transmit a strong and intuitive image, the incorporation of new locations is standardised and differentiated from business lines.
  • Taking into consideration the interrelationship between the group’s various logos, the incorporation of new international locations has been standardised in a different format from that of business lines.
  • The width and position of the grey bar should be the same as that indicated in the section relating to business lines.
  • The height of the typography is exactly one quarter part of the logo, with the baseline of the text coinciding with that of the logo. The name of the location should be written in Helvetica Neue Bold in corporate red.
  • The adaptations made to new locations will be supervised and authorised by the CAF Marketing department.
  • The CAF Group logo has been created based on the structure of the logo adapted to the business lines.
  • In this case, the typeface used is Helvetica Neue Bold.
  • A second vertical line “closes” and consolidates the “group” concept.
  • The “Group” concept is the result of the correct implementation and ranking of brand architecture, but on occasions there are specific communications which cover the entire group.
  • The CAF Group logo is used exclusively to refer to the group as a whole.
  • The proportions and adaptation should have the prior approval of the CAF Marketing department.
  • In the drawing above, the height is 50% that of the main logo.
  • The inclusion of logos with a long history and high degree of recognition in their sphere of influence, may require the coexistence of two logos.
  • The CAF Group logo on occasions will act as support to a second logo.
  • The GAF Group logo on occasions will act as support to a second logo.
Corporate Stationery Guidelines
  • Corporate stationery should keep the same logo without alteration in size and position in all applications.
  • The size and position of the logo are fixed. With the exception of business cards, the logo dimensions cannot be altered for any reason at all.
  • Standard stationery, where the GAF logo is used without specifying the business unit, is printed in two colours.
  • Adaptations should be requested from the GAF Marketing department.
  • The type of paper used for printing the stationery should always be 100g white offset for writing paper and envelopes, and 300g coated matte paper, matt laminated on both sides, for business cards.
Business Line Guidelines
  • The incorporation of new business lines is standardised so as to transmit a strong and coherent image and demonstrate the solidity of the group.
  • In order that our target audience understands the interrelationship between the group’s various logos, the incorporation of new lines of business has been standardised in such a way that the broad range of products and services offered are seen as part of a leading rail sector brand.
  • In order to meet the requirements relating to the proportions of the logo outlined above, a grey line, at exactly the same height as the original logotype, separates the standard logo from the name of the business line by the same width as the typographic separation between the A and F.
  • The height of the typography is exactly one quarter part of the logo, with the baseline of the text coinciding with that of the logo. The business line is written in a Helvetica Neue Light typeface, with the width of the “i” indicating exactly the thickness of the vertical bar that separates the logo from the business line.
  • The preferred application of this logo is horizontal (as shown on this page).
  • In all cases, the adaptations must be approved by the CAF Marketing department.
  • The adaptations made to the business lines will be supervised and authorised by the CAF Marketing department.
  • The horizontality of the logo means a vertical version is required for specific applications.
  • Certain formats will probably require a version with a 4:3 aspect ratio.
  • It is not authorised for application in internal formats.
  • This vertical version of the logo should be used exclusively for co-sponsorships and other applications with reduced space.
  • It should not be in common use.
Location Guidelines
  • So as to transmit a strong and intuitive image, the incorporation of new locations is standardised and differentiated from business lines.
  • Taking into consideration the interrelationship between the group’s various logos, the incorporation of new international locations has been standardised in a different format from that of business lines.
  • The width and position of the grey bar should be the same as that indicated in the section relating to business lines.
  • The height of the typography is exactly one quarter part of the logo, with the baseline of the text coinciding with that of the logo. The name of the location should be written in Helvetica Neue Bold in corporate red.
  • The preferred application of this logo is horizontal (as shown on this page).
  • In all cases, the adaptations must be approved by the CAF Marketing department.
  • The adaptations made to new locations will be supervised and authorised by the CAF Marketing department.
  • The horizontality of the logo means a vertical version is required for specific applications.
  • Certain formats will probably require a version with a 4:3 aspect ratio.
  • It is not authorised for application in internal formats.
  • This vertical version of the logo should be used exclusively for co-sponsorships and other applications with reduced space.
  • It should not be in common use.
  • When any of the adapted logos are used in a negative application, the part of the logo with the business line, the group or location will be in white.
  • The rectangle above represents only a solid and broad background. It should never be applied with this rectangular format, but rather against a broader red background.
  • The logo should always be applied in the colour of corpo­rate red.
  • Where the logo has been adapted, we will substitute the grey with white.
  • The use of the logo in any colour other than those indicated in this manual is not authorised.
  • It should only be used in black where the limitations of the printing method used require it.
  • The logo should always be applied in the colour of corpo­rate red. For logos adapted in negative, we will substitute the grey with white.
  • To avoid confusion in the brand architecture, the monochrome application in red will be used exclusively in the logo adapted for location or international subsidiary.
  • Its use will not be authorised for logos adapted for business lines or CAF Group.
  • Application adapted to print systems with one single colour ink: red.
Group Logo Guidelines
  • The CAF Group logo has been created based on the structure of the logo adapted to the business lines.
  • In this case, the typeface used is Helvetica Neue Bold.
  • A second vertical line “closes” and consolidates the “group” concept.
  • CAF GROUP LOGO The “Group” concept is the result of the correct implementation and ranking of brand architecture, but on occasions there are specific communications which cover the entire group.
  • The CAF Group logo is used exclusively to refer to the group as a whole.
  • The proportions and adaptation should have the prior approval of the CAF Marketing department.
  • In the drawing above, the height is 50% that of the main logo.
  • The CAF Group logo on occasions will act as support to a second logo.
  • The GAF Group logo on occasions will act as support to a second logo.
Adapted Logo Guidelines
  • The incorporation of new business lines is standardised so as to transmit a strong and coherent image and demonstrate the solidity of the group.
  • In order that our target audience understands the interrelationship between the group’s various logos, the incorporation of new lines of business has been standardised in such a way that the broad range of products and services offered are seen as part of a leading rail sector brand.
  • In order to meet the requirements relating to the proportions of the logo outlined above, a grey line, at exactly the same height as the original logotype, separates the standard logo from the name of the business line by the same width as the typographic separation between the A and F.
  • The height of the typography is exactly one quarter part of the logo, with the baseline of the text coinciding with that of the logo. The business line is written in a Helvetica Neue Light typeface, with the width of the “i” indicating exactly the thickness of the vertical bar that separates the logo from the business line.
  • The preferred application of this logo is horizontal (as shown on this page).
  • In all cases, the adaptations must be approved by the CAF Marketing department.
  • The adaptations made to the business lines will be supervised and authorised by the CAF Marketing department.
  • The horizontality of the logo means a vertical version is required for specific applications.
  • Certain formats will probably require a version with a 4:3 aspect ratio.
  • It is not authorised for application in internal formats.
  • This vertical version of the logo should be used exclusively for co-sponsorships and other applications with reduced space.
  • It should not be in common use.
  • So as to transmit a strong and intuitive image, the incorporation of new locations is standardised and differentiated from business lines.
  • Taking into consideration the interrelationship between the group’s various logos, the incorporation of new international locations has been standardised in a different format from that of business lines.
  • The width and position of the grey bar should be the same as that indicated in the section relating to business lines.
  • The height of the typography is exactly one quarter part of the logo, with the baseline of the text coinciding with that of the logo. The name of the location should be written in Helvetica Neue Bold in corporate red.
  • The adaptations made to new locations will be supervised and authorised by the CAF Marketing department.
  • The CAF Group logo has been created based on the structure of the logo adapted to the business lines.
  • In this case, the typeface used is Helvetica Neue Bold.
  • A second vertical line “closes” and consolidates the “group” concept.
  • The CAF Group logo is used exclusively to refer to the group as a whole.
  • The proportions and adaptation should have the prior approval of the CAF Marketing department.
  • In the drawing above, the height is 50% that of the main logo.
  • The inclusion of logos with a long history and high degree of recognition in their sphere of influence, may require the coexistence of two logos.
  • The CAF Group logo on occasions will act as support to a second logo.
  • The corporate colour is red and the logo must always be accurately reproduced. Applications such as documents to be printed in black and white or faxes are limited by the printing method used. Only in these cases do we use the B&W version of the logo.
  • The use of the logo in silver is authorised for very occasional applications, such as for certain business units, anniversaries, etc.
  • The logo should always be applied in the colour of corporate red.
  • Its use in black is only for black and white printed documents, such as faxes or similar.
  • The use of the logo in any colour other than those indicated in this manual is not authorised.
  • The corporate colours are red and grey and the logo must always be accurately reproduced.
  • In all cases, its use requires express authorisation.
  • When any of the adapted logos are used in a negative application, the part of the logo with the business line, the group or location will be in white.
  • The rectangle above represents only a solid and broad background. It should never be applied with this rectangular format, but rather against a broader red background.
  • Where the logo has been adapted, we will substitute the grey with white.
  • It should only be used in black where the limitations of the printing method used require it.
  • The use of the logo in silver requires authorisation and is used for very occasional applications, such as anniversaries, congratulations, etc.
  • The logo should always be applied in the colour of corporate red. For logos adapted in negative, we will substitute the grey with white.
  • When any of the adapted logos are used in a monochrome application: The corporate colour is red and the logo must always be accurately reproduced. Applications such as documents to be printed in black and white or faxes are limited by the printing method used. Only in these cases do we use the B&W version of the logo.
  • Application adapted to black and white print or reprographic systems.
  • To avoid confusion in the brand architecture, the monochrome application in red will be used exclusively in the logo adapted for location or international subsidiary.
  • Its use will not be authorised for logos adapted for business lines or CAF Group.
  • Application adapted to print systems with one single colour ink: red.
Claim Inclusion Guidelines
  • Where there is a single application of logo and claim, the proportions of the title block above cannot be altered.
  • Depending on the type of communication, we should opt for the most suitable language for the medium or communication objective.
  • When it is necessary to include various languages, we can highlight one of them typographically.
  • In corporate adverts, email signatures, etc. When we incorporate CAF’s value proposal, we should do so in a unified way. “Generating a title block”.
Presentation Template Guidelines
  • This is a PowerPoint template, from which each user can design their own content, whilst maintaining certain elements as a common base (red title block above, font, slide footer, etc.).
  • The standardisation of corporate presentations across the whole company provides consistency and generates an image of a solid, coherent and cohesive group.
  • PowerPoint presentations are sensitive documents, easily accessible and com­parable between the various GAF part­ners.
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