Identity Guidelines

March 2021

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The Cathay Industries USA identity system is comprised of:

The Logo Mark
The Cathay Industries Logo
Cathay Industries USA Logo
Cathay Industries USA Logotype

Use the Cathay Industries logo in instances referring to the company or its products. The logo mark may be used without typography where the logo is not required/necessary. For example, use logo mark in instances such as social media profiles images.

The identity must be used on all corporate stationery items: letterhead, envelopes, business cards, and communications materials. In instances where logo is ineffective or not appropriate, the logo mark may be utilized to represent Cathay Industries.

Area of Isolation

To create maximum impact, the space around the logo should be free from other text and graphics. The area of isolation is the designated clear space around the logo no matter what size the logo is placed. When placing the logo on any material, the area of isolation must be accommodated. The guides represent this safety area.

In any of the versions of the logo, the 1/2 X area of isolation is based on X, which is the height of the logomark.

Color

Color Application

The distinctive shape of Cathay Industries logo is further distinguished by its color. Color plays a significant part in shaping the Cathay Industries identity. The color palette consists of two primary colors, red PMS 1795C, yellow PMS 102C, and PMS Black C. The preferred reproduction is in matching inks. Swatches should be used for visual match in offset printing and other reflective reproduction techniques. Use the full color treatment of the logo on fields of cream whenever possible, as this maximizes the impact of the brand and more effectively supports brand recognition.

Where it is not possible to use the full color treatment of the logo, the one-color presentations of the logo on fields of white are permitted. The black-and-white logo is used for applications that do not warrant the expense of color reproduction or when convention calls for black-and-white reproduction. In one-color marketing and product literature, the ideal one-color application of the logo is reversed to white, or black.

Color Specifications

Print

Use the full-color treatment of the logo on fields of when whenever possible, as this optimizes the impact of the brand and more effectively supports brand recognition. For maximum visibility, the full-color logo should appear on a white or light-colored background. It is also very effective when shown in white reversed out of the primary palette.

Electronic & Video

Color created through transmitted light on a monitor or a television screen is composed of three primary colors: red, green and blue (RGB). RGB color is produced electronically, the overall color quality will tend to be more vivid than the printed color.

Please note: electronic color is more subjective than printed color. Temporary changes of light source, reflection from adjacent objects, manufacturer and age of screen all affect the color appearance.

Color Palette

Primary Color Palette

The color palette consists of two primary colors red PMS 1795C, yellow PMS 102C, and PMS Black C. Please refer to the color chart when using Cathay Industries complimentary colors. If the piece is part of a four-color process reproduction, the colors should be created with CMYK screen tints. If the identity is part of an electronic medium such as the web, broadcast or PowerPoint, the colors should be created with RGB values. Swatches, red PMS 1795C, yellow PMS 102C, and PMS Black C should be used for visual match in offset printing and other reflective reproduction techniques. The preferred reproduction is in matching inks.

Secondary Color Palette

Use the full-color treatment of the logo whenever possible, as this maximizes the impact of the brand and more effectively supports brand recognition. The Secondary Colors should be used sparingly and only as accents to the Primary Colors, never to be used in the logo. These colors are to be utilized in secondary relationships to the primary palette. The Secondary Colors can be used for typographic hierarchy and pacing in materials.

Reverse Treatment

The reverse (or white) logo is to be utilized over high contrast photography or solid dark colors. This can appear either as a completely white graphic or with color accents. For example: collateral covers, advertising, product labeling, etc.

Usages to Avoid

Never violate the area of isolation.

Never add any marking signatures.

Ensure sufficient contrast for proper identification.

Never distort, recolor, skew or redraw the logo. Never alter the logo variations in any way.

Do not add shadows, glows, or any effect to logo.

Never diagonally rotate or flip the logo.

Typography

Typography

The typographic style relies on a primary typeface of Neue Haas Unica. Different weights of Neue Haas Unica can be used for headline and sub-headline applications, body copy and pull quotes. This typeface is to be used for corporate applications such as the letterhead system and business cards, form titles, and signage. In addition, digital and print advertising should utilize the same face.

Neue Haas Unica is available for purchase at:
https://www.myfonts.com/fonts/linotype/neue-haas-unica

Typographic Hierarchy Demonstration

Logo Downloads

Choosing a File Type

The correct use of the Cathay Industries USA identity is one responsibility we all share. Reproduction artwork is provided for easy use. Before choosing the file format, confirm the final use of the logo.

Vector Files

Vector files are used for print reproduction and for incorporation into Microsoft software applications (e.g. Word and PowerPoint). Vector files may be scaled up and down within an unlimited specified size range. (EPS, PDF)

Bitmap Image Files

Bitmap files are composed of pixels for use on a display screen. These files are composed in CMYK (cyan, magenta, yellow, black) & RGB (red, green, blue) for use in interactive, video or TV applications. These files should not be enlarged, as a jagged edge will appear. Never use a bitmap file for print reproduction. (JPG, PNG)