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Brand Guidelines
2021
Categories
Brand Imagery
- The image should depict a scene captured from the perspective of a vehicle’s passenger or driver, showing a focus on a person with long, flowing, reddish-brown hair leaning out of the car window, with their hair blowing in the wind. The background includes an open road with a visible white line marking the lane, flanked by a landscape that features distant trees and an overcast sky suggesting a cloudy day. The right side of the image should contain the text ‘Corporate Identity’ in a clean, modern font, positioned in the lower right corner. The overall tone of the image should evoke a sense of movement, freedom, and dynamic energy, aligning with themes of corporate innovation and forward-thinking branding.
- Chiesi has a vibrant colour palette -but that colour comes from the beautiful images we use. Other than those colourful images the colour palette is simply white (for backgrounds), Chiesi Pink (as an accent colour), secondary colours (for infographics and charts) and greys and black (for page structure).
- It is this reliance on evocative imagery, clean white space, and simple use of colour that gives Chiesi its sophisticated look.
- Most of the graphic elements and rules for B Corp messages are the same as Chiesi and Air communications -including the use of imagery and design framework.
- In fact B Corp communications are a great opportunity to flex the image guidelines detailed in Section Two, as human-centric, emotive imagery perfectly reflects B Corp values.
Color Palette
- Pantone 227C rgb: 185 0 102 cmyk: 7 100 7 21 hex: b90066
- White is the main background colour, and is used to maintain a clean design for all layouts in both print and digital
- Black is the main text colour, and is also used for highlight ’tabs’ and feature boxes -where a bold call-out is needed.
- Pantone Cool Gray 10C rgb: 99 102 106 cmyk: 57 46 40 25 hex: 63666a
- Pantone 2111C rgb: 70 78 126 cmyk: 78 68 7 18 hex: 464e7e
- Pantone 7530C rgb: 163 147 130 cmyk: 29 32 38 9 hex: a39382
- Pantone 7679C rgb: 86 61 130 cmyk: 78 91 0 2 hex: 563d82
- Pantone 2262C rgb: 140 172 137 cmyk: 46 10 47 5 hex: 8cac89
- Pantone 2208C rgb: 84 137 163 cmyk: 67 27 15 9 hex: 5489a3
- Pantone Cool Grey 4 C rgb: 187 188 188 cmyk: 6 0 0 34 (alt) hex: bbbcbc
- Dilutions of the grey from the Pantone 7423C Chiesi logo are used to help structure pages that contain more complex information, such as presentation slides and brochures. The use of these greys is subtle.
- Chiesi has a vibrant colour palette -but that colour comes from the beautiful images we use. Other than those colourful images the colour palette is simply white (for backgrounds), Chiesi Pink (as an accent colour), secondary colours (for infographics and charts) and greys and black (for page structure).
- It is this reliance on evocative imagery, clean white space, and simple use of colour that gives Chiesi its sophisticated look.
Typography
- The font you select may be a small detail, but it makes a massive difference. The Chiesi Brand looks as sophisticated as it does because of the typefaces we use. That’s why you must always make sure that you only use the three fonts below… A: Our ‘Formal’ Typeface Gotham Narrow
- Gotham Narrow is a special typeface that is critical to how Chiesi looks to the outside world. It is not a font that comes on your computer, so it has to be downloaded & installed.
- You should always use this font for formal brochures, advertising and PR -basically any communication that needs to look perfect, polished and designed -especially if it is going outside the building as a printed brochure or a PDF Our ‘Everyday’ Typeface Verdana Pro Light
- Verdana Pro Light is a more common font that is available on all Microsoft PCs. It looks similar to Gotham Narrow
- Verdana Pro Light is the font you should use every day in informal communications. It should be the default font you use instead of any other, in your daily working life.
- However -switch to Gotham Narrow for ALL formal, designed, external communications -when we need to look our best. C: Our Web Font Montserrat
- Montserrat is a special font we use Just for our websites.
- Supporting files: The complete Gotham Narrow font family is should be installed on every employee’s computer, that create marketing/sales/PR material or ‘designed’ documents.
Logo Usage
- The new Chiesi logo has a dynamic, fully customised logotype and a refined and more approachable look. The weight of the icon is now balanced against the word, and a new colour, Chiesi Pink, is introduced to the logo for the first time. This pink colour is a unique and smashable new component of the Chiesi brand.
Brand Values
- Responsibility, Transparency, Interdependence, Innovation, Inclusion and People. These are the values that B Corps embrace and share. B Corps want to define a new business model suited to today’s world, .. which is both concrete and replicable.
Visual Style
- The new Chiesi logo has a dynamic, fully customised logotype and a refined and more approachable look. The weight of the icon is now balanced against the word, and a new colour, Chiesi Pink, is introduced to the logo for the first time. This pink colour is a unique and smashable new component of the Chiesi brand.
Iconography
- The new Chiesi logo has a dynamic, fully customised logotype and a refined and more approachable look. The weight of the icon is now balanced against the word, and a new colour, Chiesi Pink, is introduced to the logo for the first time. This pink colour is a unique and smashable new component of the Chiesi brand.
Layout And Composition
- The logo should always be placed in as much clean space as possible.
- Although it is not always possible on corner placements, try to leave an icon of breathing space around the logo at all times.
- The logo should never appear so small that the dot in the icon can no longer be differentiated from the rest of the anchor. This applies to both print and digital reproduction. The designer/creator’s discretion and subjectivity should be used in this respect.
- In instances where the logo is printed in greyscale a pure black (on white) or white (on black) logo is used, and not a greyscale version of the primary logo.
- The same black and white versions can also be used as watermarks.
- The white Chiesi logo can be placed in the corner of images, with one icon width separating it from the edges.
- However the logo should be clearly visible, and area of image upon which it is placed should have very low contrast in both tone and colouration.
- White is the main background colour, and is used to maintain a clean design for all layouts in both print and digital
- Black is the main text colour, and is also used for highlight ’tabs’ and feature boxes -where a bold call-out is needed.
- It is this reliance on evocative imagery, clean white space, and simple use of colour that gives Chiesi its sophisticated look.
Brand Architecture
- The Chiesi ARC logo indicates our three brand pillars. It should be used whenever we present ‘air’, ‘care’ and ‘rare’ as a portfolio of products and services in a single document or setting.
- The Chiesi ARC Logo will be used at the beginning and the end of communications, and then brand pillar logos will be used to differentiate each section.
- When a communication relates to a single brand pillar we use the logos for that specific pillar.
- For instance take a look at the ‘Air’ logo above. When using this Air Logo ensure that the Chiesi Logo appears elsewhere on the page.
- There are similar logos for ‘care’ and ‘rare’.
- Please Note: No other departmental logos should be used or created, without exception. If you feel you need to display a new or existing departmental logo please contact comunicacionyrrpp@chiesi.com in the first instance.
- On page 8 of this Brand Guide we introduced the Chiesi Brand Pillars. These sub-brands represent the three areas of specialism and expertise within the Companyeach associated with a specific portfolio of products and services.
- The brand pillar logos are used whenever we are presenting or referencing Air, Care and Rare in internal or B2B communications.
- Additionally, all three sub-brands have their own very detailed brand guidelines, which should be your main point of reference when communicating the pillars, and products within their portfolios.
- Please note: Rare logo development is ongoing.
Certification Guidelines
- The B Corp Certified logo is the official mark of a B Corp company. This logo should be applied to any brand communication regarding matters of ethics and social responsibility.
- As we are proud of our B Corp certification it should also be promoted in corporate communications, such as in email signatures and corporate brochures.
- The logo is available in both black and white variations, and has its own set of brand guidelines, which should be reviewed separately.
- Supporting files: Comprehensive brand guidelines (and a complete set of logos) are available for B Corp certification. These are available in English, French, German, Italian, Spanish and Portuguese.