Horizontal version
Fig. 1 The horizontal logo is always preferred. Depicted here is the horizontal Corporate Logo and the horizontal Company Logo.
A logo is a graphic mark or symbol used to aid and promote instant public recognition of commercial enterprises, organizations, products and services. It represents the brand or corporate identity and fosters its immediate customer recognition. Logos should not be modified under any circumstance as this may lessen the logo’s identifying power.
The PRECIOSA Brand Manual defines two versions of the logo: the logo of the PRECIOSA Group – the Corporate Logo – and the logo for each individual PCG company – the Company Logo. Both the Corporate Logo and the Company Logo have a horizontal and vertical option, though the horizontal version is preferred in both instances (Fig. 1). The vertical version (Fig. 2) should only be used when the horizontal logo is too small to be visible or is poorly recognizable: for example, if limited space is available on a billboard of event sponsors, or on a small label. In such a case it is preferable to use the vertical version. With this in mind, the choice of horizontal or vertical options is at the discretion of the graphical artist. The appropriate choice can also be consulted with the Marketing Department of the PRECIOSA Group.
The Corporate Logo always supersedes the Company Logo, and should be used as the primary logo. In practice and as a general rule the Corporate Logo should be used approximately 90% of the time for external communication (including all marketing material); the Company Logo should be used 10% of the time.
More detailed guidelines for using both the Corporate and Company Logos are explained below.
Fig. 1 The horizontal logo is always preferred. Depicted here is the horizontal Corporate Logo and the horizontal Company Logo.
Fig. 2 The vertical logo should only be used when the horizontal logo is not readily identifiable – when there are space limitations. Depicted here is the vertical Corporate Logo and the vertical Company Logo.
e.g. PRECIOSA Cubic Zirconia;
e.g. PRECIOSA | Cubic Zirconia).
The colour version of the company logo is intended for general company marketing communication material such as business cards, envelopes, letterhead, and office documents (MS Word and MS PowerPoint templates). It is intended primarily for corporate presentations, Human Resource, or PRECIOSA Foundation presentations – in other words for corporate presentations that may also be used by authorized distributors or their business partners. This version can also be used for advertising, promotional items, etc.
The grey version of the Company Logo is solely to be used on website footers when the full company name cannot be written out using the appropriate font, when the colour version of the logo cannot be used in printed materials, and – if necessary – for advertising, promotional items, etc.
The black and white version is to be used in cases where the greyscale version is not appropriate: for office stamps, engraving, etc. But BE CAREFUL! Consider whether it is appropriate to use the Company Logo, or to use the Corporate Logo. The B&W version should only be used rarely for advertising, promotional items, etc.
This version is to be used on dark surfaces (coloured, grey or black). This version should only be used on web footers if they are dark. It can be used in videos if the visual concept allows.
A clearspace should be kept around the logo at all times. It makes the logo stand out and prevents it from being crowded by other design elements. Note that clearspace also defines the logo’s minimum distance from the edge of a page.
Minimum height of horizontal version of logo is 5 mm for print and 22 px for web. Minimum height of central (vertical) version of logo is 17 mm for print and 50 px for web.
It is forbidden to use the logo or deform in a non-essential positions. It is forbidden to create derivatives using other colours than specified. It is strictly forbidden to tamper with the design of the logotype or the font (3D characters, shadows…).