Nagase & Co.

Official Websites

• https://www.nagase.co.jp/english
• https://www.nagase.com
• http://www.hayashibara.co.jp
• http://www.nagase.co.jp

Brand Guidelines

2016

Categories

Brand Voice

• The NAGASE brand reflects our personality and world view, and is expressed by using terms and adjectives that make it easy to envision. These terms and adjectives should be used when creating messages so all stakeholders receive a consistent, universal message.
• Red = critical Orange = important
• Recommended images ◉ Patient ◉ Committed ◉ Constant ● Rational ● Intelligent ● Strong ● Passionate ● Active
• Prohibited images × Opulent × Showy × Grand × Refined

Brand Imagery

• Recommended photographic images Urokogataya Sa˝ower Founder: Denbei Nagase Sa˝ower dye
• ×Prohibited images None
• Recommended images Employees working in a bright, intellectual atmosphere Employees working hard out in the field Employees enthusiastically doing their jobs Diverse people in terms of sex and nationality
• ×Prohibited images ˜e following images should not be used because they undermine the image of the company. Employee who communicate an arrogant attitude Excessively casual Luxurious Humorous
• Recommended images Partners who respect each other Working together to create business Looking one step ahead Creativity based on technology
• ×Prohibited images ˜e following images should not be used because they undermine the image of the company. Conflict between partners Lifeless atmosphere Unilaterally being told what to do Unilaterally pushing through
• Recommended images Extensive, complex network Interconnected network Lively, dynamic network
• Recommended images Society in which technology and nature coexist Technologically-advance comfortable society Safe, secure society Society full of human warmth
• ×Prohibited images ˜e following images should not be used because they undermine the image of the company. Society that stresses only technology to excess Society that stresses only nature to excess Virtual, technological feel Inorganic feel

Color Palette

• The corporate colors are the color scheme that represents the company and consists of two colors—NAGASE RED and black. The color palette includes recommended colors that can be used to supplement the corporate colors, and the following colors can be used as secondary colors.
• NAGASE RED and black should be used. Furthermore, graduations of these colors can be used for ads, etc.
• DIC 234
• • For Pantone, Pantone 1945C (approximate value)
• CMYK C25 + M100 + Y65%
• RGB R192 + G20 + B67
• DIC 582
• • For Pantone, Pantone Black (approximate value)
• CMYK K100%
• RGB R0 + G0 + B0
• Graduations of these colors can be used for ads, etc.
• If it is necessary to use colors other than the corporate colors, the following ones should be used. The deep colors are for providing accent on pages and clearly differentiating items. The light colors should be used for tables, etc. It is recommended, however, the fewest number of colors as possible be used.
• Dark colors CMYK M60 + Y50% RGB R239 + G133 + B109 C10 + M20 + Y80% R235 + G203 + B67 C25 + M30 + Y60% R202 + G178 + B114 C40 + Y80 + K5% R165 + G201 + B80 C80 + M30 + Y10 + K20% G122 + B169 C50 + M60 + Y10% R145 + G112 + B165
• Light colors CMYK C25 + M30% RGB R250 + G207 + B177 C3 + M5 + Y35% R251 + G240 + B184 C10 + M15 + Y30% R234 + G218 + B185 C20 + Y30% R214 + G233 + B196 C15 + M25 G220 + G199 + Y5 + B218

Typography

• For Japanese, the Mincho (明朝) Ryumin (リュウミン) family of fonts should be used for main text, and the Gothic Hiragino (ヒラギノ) family of fonts, for secondary text.
• If ordering products, the following fonts should be designated.
• Refer to page 50 when creating material for in-house use, etc.
• For main text, the Ryumin family of fonts should be used. (Weights [thickness] other than those listed below can also be used.)
• For items that are viewed from a distance or for which Mincho is di˛cult to read, the following Hiragino family of fonts should be used. (Weights [thickness] other than those listed below can also be used.)
• For European languages, the Adobe Caslon family of fonts should be used for main text, and the Myriad family, for secondary text.
• The Abode Caslon family of fonts should be used for main text. (In addition to the ones given below, italic can also be used).
• The following Myriad family of fonts should be used for items that are viewed from a distance or for which Sarif is di˛cult to read. (In addition to the ones given below, italic can also be used).
• For Chinese, the Mincho FOTC-AR (FOTC-文鼎) family of fonts should be used for main text, and the Gothic Hiragino family of fonts, for secondary text.
• If ordering products, the following fonts should be designated. However, an extremely limited number of Chinese fonts are available in Japan. Furthermore, slightly di°erent font names are used in China, and a font close to the designated one can be used.
• For main text, the FOTC-AR family of fonts should be used.
• The following Hiragino family of fonts should be used for items that are viewed from a distance or for which Mincho is di˛cult to read.
• If there is no designated font or the material is created in house, the following recommended fonts should be used.
• MS P明朝
• MS P
• Times New Roman and other font families
• Arial and other font families
• For Chinese, the closest one available on the computer should be used.
• Fonts other than general Gothic are prohibited. Do not use highly individualistic fonts such as cute ones or calligraphy ones that have a traditional feel.

Logo Usage

• The corporate logo is depicted below. The color scheme should employ the designated colors to match the particular use. However, it is also possible to use gold (silver) leaf or other printing processes, use on metal plates, etc.
• Two-color printing—NAGASE RED and black
• If it is not possible to print in color, the monochrome version should be used.
• K100%
• If there is a color background and it is difficult to see the logo, white letters on a black background should be used.
• The proportions of the corporate logo are given below.
• Let the height of the letter E be the reference length A.
• The height of the symbol should be 1.3 A.
• In addition, there should be 0.25 A negative space between the symbol and the logo lettering.
• If elements such as lettering or lines are placed around the logo, there should be at least the following negative space between the logo and other elements. In addition, taking into account legibility of the logo, the minimum size was set as given below.
• There should be at least 0.35 A negative space all around the logo.
• Taking into account legibility, the minimum vertical size has been set to 4 mm.
• The color of the logo should be chosen to match the background color in order to ensure the logo’s visibility. Even if using colors other than the example ones, factors such as hue, clarity, and shading should be taken into consideration to properly display the logo.
• As indicated above, if the shade of NAGASE RED is 60% or greater, white lettering is recommended.
• As indicated above, if the shade of gray is 50% or greater, white lettering is recommended.
• Be sure not to change the logo in any way, such as using a different color or altering its shape, as shown below, because doing so undermines the corporate image.
• Do not use a different color.
• Do not change the balance between the elements.
• Do not add a shadow.
• Do not add an outline to letters.
• Do not use italic.
• Do not vertically compress the letters.
• Do not place elements closer than that stipulated by negative space rules.
• Do not place the logo on a background that negatively impacts its visibility.
• Do not place the logo on a photo or illustration that negatively impacts its visibility.

Tone And Messaging

• The NAGASE brand reflects our personality and world view, and is expressed by using terms and adjectives that make it easy to envision. These terms and adjectives should be used when creating messages so all stakeholders receive a consistent, universal message.
• Red = critical Orange = important
• Recommended images ◉ Patient ◉ Committed ◉ Constant ● Rational ● Intelligent ● Strong ● Passionate ● Active
• Prohibited images × Opulent × Showy × Grand × Refined

Brand Values

• The NAGASE Vision is based on the almost 200 years of history the NAGASE Group has traveled and was built up from the ideas of the 6,000 group employees.
• It expresses in simple terms what the NAGASE Group’s strengths are, how it should provide value, and what type of society it wants to create.
• The statement, slogan, and key visuals set in these guidelines were created to embody the NAGASE vision.
• Strengths/ characteristics ● Maintaining the highest standards of integrity for almost 200 years ● Working with partners to enable new technology ● Driving new technologies with knowledge and experience ● Staying a step ahead of the market to actively offer solutions
• Value Proposition ● We “identify, develop, and expand” new businesses 1. Identify: We discover untapped business opportunities 2. Develop: We convert opportunities into customer value 3. Expand: We deliver solutions to multiple fields and regions
• Vision for the Future ● We will contribute to a sustainable world where people live with peace of mind
• The NAGASE brand reflects our personality and world view, and is expressed by using terms and adjectives that make it easy to envision.
• These terms and adjectives should be used when creating messages so all stakeholders receive a consistent, universal message.
• Red = critical Orange = important
• Recommended images ◉ Patient ◉ Committed ◉ Constant ● Rational ● Intelligent ● Strong ● Passionate ● Active
• Prohibited images × Opulent × Showy × Grand × Refined

Visual Style

• The NAGASE Brand Guidelines constitute a rule book to ensure consistency in terms of linguistic and visual representations, which form the NAGASE Group’s brand image. It includes rules for appropriately applying and managing the brand.
• Using uniform wording, colors, and design for all these opportunities, such as websites, business cards, catalogs, and trade fairs, deepens stakeholders’ understanding of the NAGASE brand and helps raise brand value.
• Be sure not to change the logo in any way, such as using a di˛erent color or altering its shape, as shown below, because doing so undermines the corporate image.
• Do not use a di˛erent color.
• Do not change the balance between the elements.
• Do not add a shadow.
• Do not add an outline to letters.
• Do not use italic.
• Do not vertically compress the letters.
• Do not place elements closer than that stipulated by negative space rules.
• Do not place the logo on a background that negatively impacts its visibility.
• Do not place the logo on a photo or illustration that negatively impacts its visibility.
• Red = critical Orange = important
• Recommended images: Patient, Committed, Constant, Rational, Intelligent, Strong, Passionate, Active
• Prohibited images: Opulent, Showy, Grand, Refined

Iconography

• When creating material, the following main visuals should be used because they establish a uniform design tone for the various group companies. ■ Main visuals NAGASE-Scape, an amalgamation of various icons
• When creating material, the following icons should be used because they establish a uniform design tone for the various group companies ■ Main visuals ˜e following is a table of icons for di°erent domains and geographical areas 01 Chemicals and Plastic 02 Electronics 03 Cars 04 Medical 05 Cosmetics and Household 06 Food and Agriculture 07 Bio 08 Energy 09 Environment 10 Businessman, Businesswoman 11 Geography: China 11 Geography: England 11 Geography: Germany 11 Geography: Japan 11 Geography: Mexico 11 Geography: Singapore 11 Geography: USA
• A band is drawn across one part, and various icons inserted.

Layout And Composition

• Let the height of the letter E be the reference length A. The height of the symbol should be 1.3 A. In addition, there should be 0.25 A negative space between the symbol and the logo lettering.
• There should be at least 0.35 A negative space all around the logo.
• Taking into account legibility, the minimum vertical size has been set to 4 mm.
• The color of the logo should be chosen to match the background color in order to ensure the logo’s visibility. Even if using colors other than the example ones, factors such as hue, clarity, and shading should be taken into consideration to properly display the logo.
• As indicated above, if the shade of NAGASE RED is 60% or greater, white lettering is recommended.
• As indicated above, if the shade of gray is 50% or greater, white lettering is recommended.
• Be sure not to change the logo in any way, such as using a different color or altering its shape, as shown below, because doing so undermines the corporate image.
• Do not use a different color.
• Do not change the balance between the elements.
• Do not add a shadow.
• Do not add an outline to letters.
• Do not use italic.
• Do not vertically compress the letters.
• Do not place elements closer than that stipulated by negative space rules.
• Do not place the logo on a background that negatively impacts its visibility.
• Do not place the logo on a photo or illustration that negatively impacts its visibility.
• The company name logo is placed center under the corporate logo.
• Let the height of the letter E be the reference length A. The height of the Group name should be 0.5 A. There should also be 0.35 A negative space between the corporate logo and group name.
• The Hiragino-kaku-go W4 font should be used for the group company name. It is recommended that the space between characters be adjusted when using in combination with a company name. Aspects such as size and placement are the same as those given on the previous page.
• The Myriad Semibold font is used for the name of the group company. Cunning, the spacing between letters, should be set to automatic. Unlike the proportion rules for Japanese, the height of the letter N in “Nagase˛” of the group company name in English should be 0.4 A.
• If creating a logo for another language, it should be done based on English so as not to undermine the image.
• If elements such as lettering or lines are placed around the logo, there should be at least the following negative space between the logo and other elements. These rules also apply to group companies.
• Let the height of the letter E be the reference length A. There should be at least 0.35 A negative space all around the logo.
• Be sure not to change the logo in any way, such as using a different color or altering its shape, as shown below, because doing so undermines the corporate image. (the same for Japan, overseas, and group companies)
• Let the height of the letter N be the reference length A. The horizontal length of the logo should be 10.92 A. Furthermore, let the horizontal length of the letter E be the reference length B. There should be 0.8 B negative space between NAGASE and Group.
• Let the height of the letter N be the reference length A. There should be at least 0.35 A negative space on all sides of the logo.
• If a company uses its own logo with the “NAGASE Group” logo, the” NAGASE Group” logo is placed center under the group company logo. (For the endorsement logo, only the lettering is used because it is not possible to use the proper size of the NAGASE “DN” symbol.)
• Let the horizontal length of the logo be the reference length A. The basic method is to have the horizontal length of “NAGASE Group” equal around 0.5˛0.7 A. (There is flexibility in the size because there is not a set size or shape for the logos of the various group companies, and the optimal balance is different for each one.) It should be noted that in cases that a balance cannot be found using these rules, the logo can be approved as irregular use, as was done for HAYASHIBARA (see p. 35).
• Because the size and shape of each company’s logo determines how the space should be balanced, the logo is combined with each company’s logo and placed to ensure a proper balance. Use NAGASE ChemteX and HAYASHIBARA as reference.
• Let the horizontal length of the logo be the reference length A, and horizontal length of “NAGASE Group” should be 0.7 A. Furthermore, let the height of the logo be the reference length B. The space between the company logo and “NAGASE Group” should be 0.1 B.
• Let the horizontal length of “HAYASHIBARA” be the reference length A. The horizontal length of “NAGASE Group” should be the same size A. Furthermore, let the height of the logo be the reference length B. There should be 0.2 B negative space between the corporate logo and “NAGASE Group.”
• Let the height of the overall logo be the reference length A. There should be at least 0.1 A negative space on all sides of the logo.
• Be sure not to change the logo in any way, such as using a different color or altering its shape, as shown below, because doing so undermines the corporate image. (same for all companies)
• The tagline uses black lettering and is placed center under the corporate logo.
• Let the horizontal length of “NAGASE” be the reference length A. The horizontal length of the tagline should also be A. Furthermore, let the height of the letter E be the reference length B. There should also be 0.35 B negative space between the logo and tagline.
• Let the height of the letter E be the reference length A. There should be at least 0.35 A negative space on all sides of the logo.
• The tagline uses black lettering and is placed center under the “NAGASE Group” logo.
• Let the horizontal length of “NAGASE Group” be the reference length A. The horizontal length of the tagline should be 0.7 A. In addition, let the height of the letter N be the reference length B, there should be 0.2 B negative space between the logo and the tagline.
• Let the height of the letter N be the reference length A. There should be least 0.35 A negative space on all sides of the logo.

Packaging Design

• The product brand logo should be placed in the upper-right corner. The size and position are determined taking into consideration the particular material in order to create the most effective balance.
• The endorsement logo is located in the lower-right corner
• With light background colors, the normal colors for the logo should be used.
• With light colors, NAGASE RED is used.
• With dark background colors, if it is difficult to see the logo, the NAGASE Group with white lettering can be used as a special case.
• If it is difficult to see the “NAGASE Group” logo because of the background color, white lettering can be used as an exception.

Additional Properties