Fletcher Steel

📋 1 Guidelines

🔗 Connections

Sector

Logistics supply chain Construction

Region

New zealand

Guideline Year

2017

Language

English

Tags

Industry

Official Websites

Brand Guidelines

2017

Brand Summary

Mission
  • To communicate consistently across different mediums, building positive perceptions by getting the small things right and delivering high quality products and services with rapid response, efficient delivery, and unrivalled support, all based on the core value of Building on Trust.
Core Values
  • Building on Trust
  • Consistency
  • Quality
  • Efficiency
  • Support
  • Compliance
  • Good relationships
Target Audience
  • Audiences and markets involved in New Zealand’s buildings and infrastructure, including customers who use steel products in construction and industrial settings.
Personality Traits
  • Bold
  • Directional
  • Reliable
  • Supportive
  • Efficient
  • Trustworthy
Visual Identity Overview
  • The visual identity is bold and directional, featuring a strong logo, a color palette of ink blue and bright green with mid and light grey accents, distinctive typography (Apex New and Arial), use of geometric patterns, graphic and dynamic photography, and consistent application across print and digital collateral.

Categories

Brand Imagery
  • When using the Fletcher Steel logo over imagery always ensure the logo is easily legible.
  • Use the two colour logo over light clear backgrounds and the reversed version over darker backgrounds.
  • When we are showing a group of photos together its helps to use them as greyscale to unify them as a set. We use greyscale images when showing close up product shots as seen here.
  • Use colour images to give life to shots which include people and product in its finished form.
  • Fletcher Steel hero shots are designed to be graphic, strong and visually dynamic.
Color Palette
  • Understanding the use of our colours is an important part of bringing our visual identity to life. Use this colour palette for application in any material across printed collateral, the digital environment or signage.
  • Ink blue and bright green are the Fletcher Steel primary colours.
  • Primary colour 01 Ink blue C 100 M 95 Y 25 K 20 R 29 G 36 B 105 # 1D2469 PMS 2756
  • Primary colour 02 Bright green C 100 M 0 Y 80 K 0 R 32 G 171 B 108 # 1fab6b PMS 3405
  • Mid and light grey are the secondary Fletcher Steel colours. These colours should be used for subtle backgrounds or as accent colours or in cases where the primary colours are unsuitable.
  • Secondary colour 01 Mid grey C 0 M 0 Y 0 K 50 R 147 G 149 B 152 #939597
  • Secondary colour 02 Light grey C 0 M 0 Y 0 K 10 R 230 G 231 B 232 #e6e7e8
Typography
  • Apex New is our primary typeface for use across all communications. Typography is an important element of the Fletcher Steel identity. This helps create a distinctive appearance in our communication. Only use the two weights displayed below: Apex New Book and Apex New Medium. (For font applications in the digital space please see next page).
  • Apex New Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

  • Apex New Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

  • Apex New Book Medium
  • The typeface, Arial, has been selected for use for electronic applications where Apex New is not available. Use the two weights displayed below: Arial Regular and Arial Bold.
  • Arial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
  • Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

  • Arial Regular Bold

Logo Usage
  • The logo must always be used with the correct colour combinations as shown here. Refer to page O9 for the correct colour specifications.
  • The primary versions of the logo are the two colour options. Where it is not possible to use the two colour versions then use the single colour variants.
  • To protect its integrity, the logo should be used carefully and consistently across all our communications.
  • Leave a space of at least the height and width of ‘e’ between the logo and any other element, including the graphic margins of a document.
  • The logo has a minimum size requirement of 40mm wide with the tagline and 25mm wide without the tagline. This must be adhered to ensure clarity and strength in our brand.
  • When using the Fletcher Steel logo over imagery always ensure the logo is easily legible.
  • Use the two colour logo over light clear backgrounds and the reversed version over darker backgrounds.
  • When displaying all company logos together use a grey vertical line to separate the logos as shown here.
Tone And Messaging
  • These guidelines focus on the practical side of executing the Fletcher Steel brand. Their purpose is to ensure that we communicate to our audiences and markets consistently across different mediums. Positive perceptions about our brand are created by getting the small things right consistently.
  • The Fletcher Steel logo is bold and directional, representing the strength at the heart of New Zealand’s buildings and infrastructure.
  • As part of Fletcher Building, Fletcher Steel has a rich history in New Zealand. This heritage brings with it the scale and capability to handle large and complex orders, and the ability to deliver to the highest levels of compliance. We’re renowned for providing rapid response, efficient delivery, and unrivalled back-up and support. We’re committed to having good people and maintaining great relationships through consistent, on-time delivery of high quality products and services.
  • It’s about Building on Trust.
  • Please note: ‘Fletcher steel’ and ‘Building on Trust’ are both individually trademarked and can be referred to as such when written.
  • E.g. At Fletcher Steel everything we say and do is based on our core value of Building on Trust
Brand Values
  • At Fletcher Steel"" everything we say and do is based on our core value of Building on Trust"
Visual Style
  • The logo must always be used with the correct colour combinations as shown here. Refer to page O9 for the correct colour specifications.
  • The primary versions of the logo are the two colour options. Where it is not possible to use the two colour versions then use the single colour variants.
  • To protect its integrity, the logo should be used carefully and consistently across all our communications.
  • Leave a space of at least the height and width of ‘e’ between the logo and any other element, including the graphic margins of a document.
  • The logo has a minimum size requirement of 40mm wide with the tagline and 25mm wide without the tagline. This must be adhered to ensure clarity and strength in our brand.
Pattern Guidelines
  • To help highlight the different offerings of the Fletcher Steel group of companies we use a selection of patterns.
  • The patterns must be used in groups of 3 and can run over imagery and solid colour backgrounds as shown here.
  • Layout specifications for Fletcher Steel business cards: Size: 55 x 90mm Printed: CMYK Paper stock: Offset 350gsm Fletcher Steel" BUILDING ON TRUST BUILDING ON TRUST Apex New Medium 16pt Neil Watson Apex New Medium 7pt I Merchant Channel Manager & Head of Marketing Apex New Book 7pt +64 274 355 969 easysteel. Fletcher “Fletcher neil.watson@fletchersteel.co.nz Reinforcing Wire products fletchersteel.co.nz 70 PACIFIC Dim♦nd esstewarr
  • Size: A4
  • Printed: CMYK
  • Word template files available from: Neil Watson, Merchant Channel Manager and Head of Marketing, on 0274 355 969 or neil.watson@fbusteel.com
  • Pull-up banners are a convenient way to promote the brand at events and functions. The artwork varients reflect the scope of products and services provided by the Fletcher Steel group of companies.
  • A variety of large format displays are available for use.
Digital Collateral
  • The typeface, Arial, has been selected for use for electronic applications where Apex New is not available. Use the two weights displayed below: Arial Regular and Arial Bold.
  • Email is our single most frequent form of written communication. It is important that all of our emails are consistent and professional in style.
  • Your email signature should follow the example shown, set in the specific font styles and size:
  • Full name: Arial Bold 18pt
  • Job title: Arial Bold 12pt
  • Contact details: Arial Regualr72pt
  • Small print: Arial Regular 9pt
  • This is the Fletcher Steel website homepage. The website includes a photographic focus to highlight the business.
Brand Video
  • These stills are examples of the style of video content used for the Fletcher Steel brand.
  • Video brings our brand to life, demonstrates our breadth of quality product, inventory management, bulk materials handling, storage and distribution.
  • The top row shows examples of text over video content and displays how this text is animated.
  • Rows two and three show different styles of shots and colour tone.
  • Row four shows an example of the logo reveal animation style.
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