Corporate Identity Manual Sener

corporate identity manual
01 Version
03-2011
www.sener.es
1 - basics elements
1.1 Introduction
1.2 Logo
1.3 Typefaces
1.4 Color
Corporate Identity Manual / Basics Elements
1.1 Introduction
1.1.1 Welcome
1.1.2 About this manual
1.1.3 Our brand, more than just a logo
1.1.4 Brand values
1.1.5 Brand personality
1.1.6 Brand architecture
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1.2 Logo
1.2.1 Introduction
1.2.2 Corporate logo
1.2.3 Reserved space
1.2.4 Correct uses
1.2.5 Color versions
1.2.6 Logo over backgrounds
1.2.7 Logo over photographic backgrounds
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Basics Elements
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1.3 Typeface
1.3.1 Introduction
1.3.2 SENER typeface
1.3.3 Substitute typefaces
1.4 Color
1.4.1 Color
1.4.2 Palette of colors
1.4.3 Primary color
1.4.4 Secondary colors
1.4.5 Use of color
www.sener.es
1.1.1
Welcome
This manual has been developed in order to ensure that the graphic elements which make up the visual identity of
SENER: the logo, the colors, the type font and design architecture are used correctly and consistently in all their
applications.
The guidelines contained in this manual indicate how to use and combine the various elements so as to maintain
in the world. This tool helps to convey the idea, values and personality of SENER, and so it is very important to
digest and apply its content.
Simple for our professionals, better for the brand

With your collaboration, this manual will be an essential tool in maintaining the strength and persistence of
SENERs identity over time.
Welcome to preserving our brand.
1.1.1 Welcome
1.1.3 Our brand,
more than just a logo
1.1.4 Brand values
www.sener.es
1.1.2
About this manual
Who is this manual for?

It is for you, as a part of SENER, as a supplier or as a partner/associate
of our brand. It is aimed at graphic designers, printers and any external
consultant or manufacturer with responsibility for the design, creation or
production of any element owned by SENER.
What is this manual for?

This interactive manual is an aid to presenting ourselves as a brand in a
specic, predetermined manner:
Professional: the equipment produced by SENER reects the groups
philosophy of innovation and high quality.
Consistent: all elements are presented with a sense of unity and order;
they are set out clearly and with a logical reasoning and also with a exible
and open attitude.
Convincing: the communication of our brand must be sound and easily
1.1.1 Welcome
1.1.3 Our brand,
1.1.4 Brand values
recognizable.
Text in magenta
A way of viewing a brand with a future
This icon indicates that one or more
1 Where text is in magenta, this
In each case, it will indicate which of
We all share responsibility for protecting and caring for our brand. Through
templates are available to download.
means that it is optional.
these two options applies.
ort, we are protecting its future.
2 It may also indicate that it can be

customized, that it can be adapted
ce.
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1.1.3
Our brand,
The brand is an integrated whole, not merely a word with connotations relating to something intangible. It
contributes to the growth and value of our companies, promotes customer loyalty and enhances our ability to
attract and retain talent, thereby facilitating our potential to develop projects and services, and predisposing
social, economic and institutional players to commit to contracts and agreements.
At SENER, we go further and we dene ourselves through the belief that the brand is an integrated whole of innite
nuances, which must be drawn together and taken into consideration.
For SENER, the brand is:
A mirror in which we see ourselves.
A showcase displaying our image to the world.
A contract which holds an entire institution up to public gaze.
The SENER brand is dened by three fundamental elements:
1.1.1 Welcome
1.1.3 Our brand,
1.1.4 Brand values
An idea
erent.
A set of values which dene a way of behaving and establish a personality that conveys what we are and how we
express ourselves.
A personality which shapes our behavior and the things we do.
www.sener.es
1.1.4
Brand values
Excellence
SENERs values underpin
The only way to make men speak
everything we do, what we say and

how we project ourselves. They
well of us is to do well
VOLTAIRE, Franois-Marie Arouet
must be central to every project
1.1.1 Welcome
1.1.3 Our brand,
1.1.4 Brand values
Commitment
to quality
Commitment to
independence
Commitment to
innovation
At SENER we want to commit
At SENER we have absolute
People are our main asset and so
ourselves to what we believe to
freedom to make decisions
SENER stands out for its innovative
be the underlying foundations of
about business development
projects and solutions with high
excellence. Every one of our actions
and to confront new challenges
erential value. Talent, curiosity
we carry out, to the initiatives we
At SENER, we believe there are
must be part of an integral, high-
in accordance with the policy
and hard work are recognized. Our
propose and they must be reected
only two possible ways of doing
quality service to the customer and
established by Senior Management
actions are motivated by a constant
in the outcomes of those initiatives.
things: well and better. SENERs
to society in general. To achieve
and the Board of Directors.
thirst for knowledge; we make
motivation constantly transcends
this, we commit ourselves to the
This independence guarantees
progress by using forward planning
the mere execution of immediate
execution of projects, services
complete fulllment of our
as a driver for international
projects; rather, it is based on
and engineering activities which
commitments, including providing
leadership. We grow through
the determination to deepen
respect the environment and can
the most advantageous solutions
innovation. We create through
knowledge, to look ahead and
guarantee peoples safety. Quality
to be leaders. This has been the
is another of our hallmarks.
ering
the requisite level of quality in
constant theme running through
all our projects. This leaves our
our company history and must be
professional teams free to carry
reected in all our decisions and
out their work without external
actions.
constraints.
ort. We invest in Research,

Development and Innovation.
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1.1.5
Brand personality
Personality dictates the brands style; it is a tone of voice, a twinkle in the

eye. With a friendly, easy and recognizable appearance, in its audiences
eyes SENERs calling card says:
- Sound
- Innovative
- International
- Loyal to its values
- Independent
1.1.1 Welcome
1.1.3 Our brand,
1.1.4 Brand values
- Constantly seeking excellence

- It has its own opinion and is highly regarded within the sector
- Constantly striving
www.sener.es
1.1.6
Brand architecture
Brand architecture denes and reects the way in which a company or

organization structures its brands, products and services.
At SENER, we have decided to develop the brand organization in a uniform
way (consistent, solid, compact).
This means that the divisions of the parent brand have an identity as
the successors of a family whose signature always leaves an impression
and they must therefore always be dened through the global identity of
SENER and its attractive proportions.
The rst impression conveyed by the SENER logo is, unequivocally,
that it is square. Individual squares, sets of squares form a larger square
incorporating letters which occupy the space in a perfect square.
1.1.1 Welcome
1.1.3 Our brand,
1.1.4 Brand values
The square is a stable form with a constant character that communicates

solidity and good standing. Associated with concepts such as stability,
permanence, honesty, rectitude, cleanliness, care and balance.
Accompanying the Golden Square is the rectangle, which possesses similar
properties.
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1.2 - logo
1.2.1 Introduction
1.2.3 Slogan
1.2.5 Correct uses
1.2.8 Logo over photographic backgrounds
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1.2.1
Introduction
The logo is one of the basic elements of SENERs identity and it achieves impact when used in conjunction with the
other elements. A consistent message is thereby created.
The SENER logo reects our spirit and character, as it has been specially designed to represent our values and
our brand idea. With its weight, it constitutes the solidity represented by a company that carries out engineering,
construction and high-technology systems integration projects.
It is our signature, the digital ngerprint of our organization.
1.2.1 Introduction
1.2.3 Slogan
1.2.5 Correct uses
1.2.8 Logo over photographic
backgrounds
1.1
1.2
1.3
1.4
www.sener.es
1.2.2
Corporate logo
Back in 1976, a rough draft of the visual identity of what is now the SENER
brand was born. After having opted for a dened type font and color, the logo
was initially used in white on a navy blue rectangular banner.
In the mid-1970s, as the company grew and expanded its activities into other
elds, so too did its visual identity.
Since then, the logo has only undergone slight changes, such as the removal
of the sh in the water symbol or a slight retouching of the R in SENER.
Empedocles postulated the theory of the four roots, which Aristotle later
called elements, bringing together the water of Thales of Miletus, the re
With their weight and angular design, the unique shapes of the letters
of Heraclitus, the air of Anaximenes and the earth of Xenophanes, which are
convey the companys rm character. The grouping formed by the symbol
mixed in the various entities on earth.
logo, combined with the symbols of the four elements, dene SENERs
service orientation in universal engineering. This contrast gives it a
1.2.1 Introduction
1.2.3 Slogan
1.2.5 Correct uses
backgrounds
recognizable, highly distinctive appearance that is easily legible in all

Aristotle is the inspiration for the current brand logo. Natures four
sizes.
1.1
basic elements re, air, earth and water become central themes
which correspond to the companys elds of activity: Aerospace, Civil and
The logo must be always be reproduced using the original nal artwork
Architecture, Power and Process and Marine. They have been incorporated
and adhering to the rules for application 1.2

described in this manual on basic
into the logo and form an essential part of the brand. They are themes which
elements.
perfectly dene the brand and its areas of activity.
1.3
1.4
www.sener.es
1.2.2
Corporate Logo
(continuation)
Alternative use of the logo:

When necessary and on special occasions requiring a vertical logo, this
layout must be used. We should point out that this is an exception and will
be used on very few occasions.
For this alternative use, the brand managers must be consulted. See
Section 1.1.7 Brand managers.
1.2.1 Introduction
1.2.3 Slogan
1.2.5 Correct uses
backgrounds
1.1
1.2
1.3
1.4
www.sener.es
1.2.3
Slogan
Placement of the slogan
Language of the slogan
When the logo is to be accompanied by the company slogan, this will be
We will use the slogan in Spanish wherever the graphic and audiovisual
printed in Benton Sans Regular, Pantone Warm Grey 9 justied on both
material is aimed at a Spanish-speaking audience. In all other cases, or in
sides of the box containing the word SENER, and located at a height of 1/3
case of doubt, the slogan will be used in English.
of, where is the height of the logo.
1.2.1 Introduction
1.2.3 Slogan
1.2.5 Correct uses
backgrounds
1.1
1.2
1/3
1.3
1.4
www.sener.es
1.2.4
Reserved space
In order to maintain the logos visual impact, its reserved space must
always be observed. This is equal to the height of the isotype square,
around the logo. This also means that it is half the height of the logo.
This space must not be encroached upon by adjacent elements, whether

text, photographs or other marks.
1.2.1 Introduction
1.2.3 Slogan
1.2.5 Correct uses
backgrounds
Minimum sizes (overall width)

1.1
Without slogan: 25 mm
1.2
With slogan: 32 mm
1.3
1.4
www.sener.es
1.2.5
Correct uses
Do not distort the logo
The incorrect use of the SENER

logo adversely affects the impact of
Do not try to recreate the type font
our communication, as it conveys

an inconsistent message.
Only the use explicitly described in
Do not alter the elements
LA INGENIERA DE HOY
this manual is correct.

Any variation in color, orientation,
proportion or combination
Do not add other elements
is incorrect and is therefore

prohibited.
1.2.1 Introduction
1.2.3 Slogan
1.2.5 Correct uses
backgrounds
Do not change the color
1.1
Below are some examples of things
1.2
that must be avoided.
Do not rotate the logo
1.3
1.4
www.sener.es
1.2.6
Color versions
The SENER logo only exists in two chromatic versions: blue and black. No
other color versions exist.
Where it is applied to a background of the same color, the logo will be
edged with a white outline.
The size of the outline will be equal to that of the strips separating the
isotypes squares.
1.2.1 Introduction
1.2.3 Slogan
1.2.5 Correct uses
backgrounds
1.1
1.2
1.3
1.4
www.sener.es
1.2.7
Logo over
backgrounds
The logo can be applied over a background, provided that the safety outline
referred to above is respected.
We distinguish between two types of background: Colored backgrounds
and photograph backgrounds, which are described on the next page.
The four secondary colors can be used as a background for the color logo,
provided such use is restricted to just a few applications.
1.2.1 Introduction
1.2.3 Slogan
1.2.5 Correct uses
backgrounds
1.1
1.2
1.3
1.4
www.sener.es
1.2.8
Logo over photographic
backgrounds
There are no restrictions in applying the logo over photographic

backgrounds; simply ensure that it is correctly reproduced and is readable
over any image.
This also applies where the logo is placed on a tool or machine. In this case,
the SENER logo must be reproduced in the corporate blue with the safety
outline referred to in previous chapters.
Images containing excessive contrast or movement should be avoided,
since they can interfere with the logos visibility. The blue or black version
can be used.
1.2.1 Introduction
1.2.3 Slogan
1.2.5 Correct uses
1.2.8 Logo over
photographic backgrounds
1.1
1.2
1.3
1.4
www.sener.es
1.3 - type font

1.3.1 Introduction
www.sener.es
1.3.1
Introduction
SENER is a solid company. This is expressed in a reliable way and the words used convey consistency. Our tone of
voice is formal, moderate and frank. The fact is that the words we use reect the way we are and how we think and
act. For SENER, every word counts and every word speaks volumes about us: it conveys everything we are.
For SENER, selecting a type font was no trivial task, since nding a font that transmits excellence the brands
core value was the primary objective.
The typographic family chosen by SENER is Benton, a balanced and elegant type face. Its simplicity conveys
reliability, competence, soundness and consistency.
From this extensive family, we will only use the style specied in this manual.
1.1
The Benton Sans typeface family
This is not a system typeface and so it must be installed on the computer in advance if it is to be used and viewed
1.2
correctly.
1.3.1 Introduction
1.3
1.4
www.sener.es
1.3.2
SENER typeface
Headlines
Aa
Aa
The Modern family of the Benton typeface

has been selected for constructing headlines.
With its base, it has more weight for
enunciating and proposing. It speaks with a
Benton Modern Display Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890.,;:!?&%@$
Benton Modern Display Bold

1234567890.,;:!?&%@$
louder tone of voice just the tone we need

for headlines: it grabs our attention without
shouting.
We are allowing the possibility of choosing
the Light or Bold family where necessary,
Benton Sans Regular Italic

1234567890.,;:!?&%@$
provided this is done to achieve maximum

visual sharpness.
Body copy
Aa
The Sans family of the Benton typeface

has been selected for constructing text.
Aa
Extremely simple and sharp, Benton

Sans conveys a brand which is direct and
Benton Sans Bold

1234567890.,;:!?&%@$
Benton Sans Regular 1.2

1.3
1234567890.,;:!?&%@$
1.4
Benton Sans Bold Italic

1234567890.,;:!?&%@$
frank. It communicates forcefully. Bold

is used when we want to highlight text,
while Italic is used for project names,
1.3.1 Introduction
1.3.3Substitute typefaces
Benton Sans Light

1234567890.,;:!?&%@$
1.1
works and foreign words and phrases.
www.sener.es
1.3.3 Trebuchet MS
Substitute typefaces
A system typeface, installed on all PCs, with its four available faces
(normal, bold, italic, bold italic).
Ideal for content because of its high degree of legibility and its wide
Trebuchet
1234567890.,;:!?&%@$
availability in office automation systems worldwide.

It has a full punctuation system and accents.
1.3.1 Introduction
Typeface Unicode
Myriad Pro
Minion Pro
These are typefaces based on the UNICODE character coding standard,
A systems typeface installed on all PCs. It replaces the
A systems typeface installed on all PCs. It replaces the
designed to facilitate IT processing, transmission and display of texts in
Benton Sans typeface for Polish or other languages
Benton Sans typeface for Polish or other languages with
multiple languages.
with special characters.
special characters.
ABCDEFGHIJKLMNOPRSTUWYZ
abcdefghijklmnoprstuwyz
1.1
1.2
1.3
1.4
IMPORTANT:
The substitute typefaces must never be used for professional applications or printed communication materials.
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1.4 - color
1.4.1 Introduction
1.4.2 Pallete of colors
1.4.3 Primary color
1.4.4 Secondary color
1.4.5 Use of color
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1.4.1
Introduction
Color is a fundamental element in communicating the brands personality and in differentiating it from the
competition.
Our basic color is Pantone 281.

A deep, distinctive blue, which conveys authority and presence. It gives the brand an air of respect and
reassurance.
Consistent use of this color is important for our brands expression.
Which came rst, sea blue or the blue sea?
1.4.1 Introduction
1.4.3 Primary color
1.4.5 Use of color
www.sener.es
1.4.2
Palette of colors
The world in which the brand has to

develop is growing.
For this reason, the main color
(Pantone 281) is now supported
Pantone Warm Grey 9
by grey, which adds to, and
Pantone 703
Pantone 7496
certainly does not detract from, the

main colors central role.
Blue is a cool, rational, consistent
and elegant color. It is associated
with balance and calm. It helps us
Pantone 281
Pantone 5415
Pantone 5497
to position ourselves as a brand

conveying reliability through
tranquility and gravity.
1.4.1 Introduction
1.4.3 Primary color
1.4.5 Use of color
The SENER palette of colors, at

corporate and divisional level, is
balanced.
www.sener.es
Pantone 281
1.4.3
Primary color
The Pantone colors are the main references for all printing applications. Wherever possible, the
specic Pantone color will be used. For any other system not mentioned here, the Pantone
specication is the base reference.
CMYK:
SENERs primary color is Pantone 281, a deep,
C: 100 - M: 72 - Y: 0 - K: 32
distinctive blue.
Note: Cyan, magenta, yellow, key-color (black) the subtractive color model used in four-color
Blue derives its principal signicance from the
printing and in color printers.
symbols and feelings we associate with it.

RGB professional applications (Indesign, Illustrator...):
R: 0 - G: 59 - B: 121
This is a color conveying all the good qualities that

accrue with time, the ne feelings not dictated
RGB office automation (Word, Excell, Power Point...):
by mere passion but rather that are based on
R: 0 - G: 38 - B: 100
reciprocal understanding.
HTML:
There are no negative feelings where blue
00377C
predominates. Thus, it is no surprise that blue

elicits such acceptance.
Hyper text markup language web page coding. The html references normally correspond to the RGB
color specications.
1.4.1 Introduction
1.4.3 Primary color
1.4.5 Use of color
Pantone 281
www.sener.es
1.4.4
Secondary colors
The secondary color palette has been developed to identify each individual Business Units and/or to reinforce and highlight color 281 as the primary color.
Use of Pantone Warm Grey 9 in text:
Corporate: always for spot color printing, such as on paper printed materials. When printing using automated office systems, it must be
substituted by 70% black.
Editorial: the specic four-color values (0-5-10-50) or 70% black.
Pantone 703
Pantone 7496
Warm Grey 9 is the color for the slogan.
Pantone 5497
Pantone 5415
Pantone Warm Grey 9
CMYK:
CMYK:
CMYK:
CMYK:
CMYK:
C: 7 - M: 95 - Y: 49 - K: 16
C: 50 - M: 6 - Y: 99 - K: 42
C: 40 - M: 9 - Y: 21 - K: 32
C: 56 - M: 24 - Y: 11 - K: 39
C: 0 - M: 5 - Y: 10 - K: 50
RGB:
RGB:
RGB:
RGB:
RGB:
R: 181 - G: 56 - B: 79
R: 106 - G: 127 - B: 16
R: 137 - G: 159 - B: 153
R: 92 - G: 127 - B: 146
R: 156 - G: 151 - B: 146
HTML:
HTML:
HTML:
HTML:
HTML:
B5384F
6A7F10
899F99
5C7F92
9C9792
Monochrome: 70% black
1.4.1 Introduction
1.4.3 Primary color
1.4.5 Use of color
RGB:
Power
& Process
Civil &
Architecture
Aerospace
Marine
R: 100 - G: 109 - B: 113
Uses of secondary colors

Secondary colors can be used as plain backgrounds, split boxes or in the design of graphics, tables or typographical elements such as highlighted items.
www.sener.es
1.4.5
Use of color
In order to achieve a greater variety

of color and graphic resources in
100 %
www.sener.es
information design, and thus allowing

certain content to be structured, colors
80 %
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60 %
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of information.
La cand ente m aana d e feb rero en q ue Beat riz Viterb o m uri, d esp us
d e una im p eriosa agona q ue no se rebaj un solo inst ante ni al
ESPACIO PARA INSERTAR EL TTULO
sent im ent alism o ni al m ied o, not q ue las carteleras d e f ierro d e la

Plaza Const it uc in hab an renovad o no s q u aviso d e c igarrillos
Wherever possible, it is preferable to
2000
rub ios; el hec ho m e d oli, p ues com p rend q ue el incesante y vasto

universo ya se apart aba d e ella y q ue ese cam b io era el p rim ero d e una
serie inf init a. C am b iar el universo p ero yo no, p ens con m elanc li
1500
reproduce the colors 100%.
1.4.1 Introduction
1.4.3 Primary color
1.4.5 Use of color
Power &
Process
Civil &
Architecture
1000
Aeroespace
Marine
500
The reduced examples on this page

demonstrate the use of color in graphics.
01
www.sener.es
1.4.5
Use of color:
idiomes
For bilingual SENER publications, the languages will be distinguished by

the use of color.
SPANISH: Pantone Warm Grey 9
ENGLISH: Pantone 281 C
For SENERs international orientation, ENGLISH will be chosen as the main
language for all bilingual publications. For this reason, elements such as
the slogan or area names will, in this case, appear only in English.
The fact of being in a single language does not affect the rule for distinction
between languages by color, so Warm Grey 9 will still be used.
Each division will have an identifying panel and a specic color.
1.4.1 Introduction
1.4.3 Primary color
1.4.5 Use of color
Marine
Aerospace
Civil &
Architecture
Power
& Process
This must be at least 12 mm high

Marine
www.sener.es

Corporate Identity Manual Sener

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corporate identity manual

Corporate Identity Manual / Basics Elements

Corporate Identity Manual / Basics Elements

Simple for our professionals, better for the brand

Corporate Identity Manual / Basics Elements

Who is this manual for?

What is this manual for?

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Corporate Identity Manual / Basics Elements

Corporate Identity Manual / Basics Elements

The only way to make men speak

everything we do, what we say and

must be central to every project

At SENER we want to commit

At SENER we have absolute

People are our main asset and so

ourselves to what we believe to

freedom to make decisions

SENER stands out for its innovative

be the underlying foundations of

about business development

projects and solutions with high

excellence. Every one of our actions

and to confront new challenges

erential value. Talent, curiosity

we carry out, to the initiatives we

At SENER, we believe there are

must be part of an integral, high-

in accordance with the policy

and hard work are recognized. Our

propose and they must be reected

only two possible ways of doing

quality service to the customer and

established by Senior Management

actions are motivated by a constant

in the outcomes of those initiatives.

things: well and better. SENERs

to society in general. To achieve

and the Board of Directors.

thirst for knowledge; we make

motivation constantly transcends

this, we commit ourselves to the

This independence guarantees

progress by using forward planning

the mere execution of immediate

execution of projects, services

complete fulllment of our

as a driver for international

projects; rather, it is based on

and engineering activities which

commitments, including providing

leadership. We grow through

the determination to deepen

respect the environment and can

the most advantageous solutions

innovation. We create through