2. PURAGEN BRAND GUIDELINES | V1
The new Puragen brand is a valuable
business asset and a key communication tool.
This document briefly outlines the correct
application of the brand for those involved
in its implementation.
These brand identity guidelines have been created to ensure that the The logotype has been created using a hand drawn bespoke font. The fan
visual design elements of the Puragen brand are correctly applied in every blade icon has been designed to visually reflect a number of renewable
situation in which they are used. energy sources such as a wind turbine, solar rays and a hydro pump.
The Puragen brand is made up by using a combination of the logotype, These published guidelines are essential for providing consistency in all
(the word ‘puragen’) and the fan blade icon. communications and should be followed to give Puragen a uniform identity,
greater visibility and powerful marketing possibilities.
3. PURAGEN BRAND GUIDELINES | V1
Brand elements
The Puragen brand comprises a number of key elements which can be used in a number of ways. The collective brand elements of the icon,
logotype and strapline have been precisely positioned and should not be adjusted in any way.
The Puragen logotype should never be used without the fan blade icon, however the icon can be used on it’s own as shown on this page.
4. PURAGEN BRAND GUIDELINES | V1
Logo application and usage
The logos should only be used in the format they are designed, they should not be angled, skewed, disproportioned, re-coloured or adjusted in anyway.
Do not attempt to try and re-create the logos, artwork is available in a variety of formats and can be supplied as vector files such as Adobe Illustrator
and EPS format as well as high resolution bitmap formats such as TIFF and JPEG from Puragen.
The minimum recommended size of the logo is 40mm wide: A ‘cropped’ version of the icon can be
used as a corner device as shown here.
40mm
Always allow a clear space area around the logo equal to the ‘x’
height of the puragen letters.
5. PURAGEN BRAND GUIDELINES | V1
Logo variations
A number of alternative variations of the logo which are shown here have been created to allow for different methods of reproduction.
Care should be taken when applying the logo to coloured backgrounds to ensure a strong level of contrast.
Primary logo Use on coloured backgrounds
Simplified logo
Mono logo
6. PURAGEN BRAND GUIDELINES | V1
Colours
There are three basic colours that make up the Puragen brand identity, comprising Puragen corporate colours of Puragen Dark Blue,
Puragen Light Blue and Puragen Green.
In addition to this palette, specifications are also given for the darker colours which mimic the overlayed effect of the colours.
Primary colour palette Secondary colour palette
PURAGEN GREEN + 30K PURAGEN GREEN + 50K
PANTONE 370 PANTONE 371
CMYK C60/M0/Y100/K30 CMYK C60/M0/Y100/K50
RGB R81/G144/B50 RGB R58/G114/B36
RAL 6017 RAL 6010
PURAGEN DA PURAGEN GR
RK BLUE EEN
PANTONE 295 PANTONE 369
5 PURAGEN GREEN BLACK
PANTONE 3435
PURAGEN BLUE GREY
PANTONE 7460
CMYK C100/M CMYK C60/M0 CMYK C100/M50/Y100/K50 CMYK C70/M15/Y0/K30
50/Y0/K50 HT BLUE /Y100/K0
PURAGEN LIG
RGB R0/G64/B35 RGB R30/G129/B171
RGB R0/G64/ RGB R114/G1 RAL 6005 RAL 5015
B113 5 91/B68
RAL 5003 PANTONE 299 RAL 6018
5/Y0/K0
CMYK C70/M1
0/B225
RGB R39/G17
RAL 5012
7. PURAGEN BRAND GUIDELINES | V1
Fonts & typography
The primary font used for the brand identity is Trebuchet, a contemporary, sans serif font with excellent clarity at both large and small sizes in both
printed and screen applications. The supplementary font is Trebuchet Italic. This should only be used for highlighting specific words and messages.
Primary fonts Secondary fonts
Trebuchet Regular Trebuchet Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrtstuvwxyz abcdefghijklmnopqrtstuvwxyz
1234567890!@£$%^&*() 1234567890!@£$%^&*()
Trebuchet Bold Trebuchet Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrtstuvwxyz abcdefghijklmnopqrtstuvwxyz
1234567890!@£$%^&*() 1234567890!@£$%^&*()
8. PURAGEN BRAND GUIDELINES | V1
Vehicle livery
The application example shown is a guide to how the Puragen brand should be applied to vehicle liveries. This is not deemed to be a definitive design as
vehicle types will differ, however by following this template as closely as possible with an effective application of the brand elements, the Puragen brand
can be maximised.
9. PURAGEN BRAND GUIDELINES | V1
Stationery
The Puragen stationery set features the
Puragen logo in the top left hand corner
and cropped icon to bottom right on all Recipient Name
Address Line One
items. Address Line Two
Address Line Three
Postcode
The letterhead text should be in 11pt
Trebuchet and laid out as shown with a Date
left hand margin of 35mm to align with John Smith
Managing Director
the Puragen ‘p’.
T: 01234 5678910
M: 01234 5678911 Dear Recipient Name
john.smith@puragen.co.uk
This is dummy text. It is intended to be read but have no meaning. As a simulation of
The front face of the business card actual copy, using ordinary words with normal letter frequencies, it cannot deceive
the eye or brain. Dummy settings which use other languages or even gibberish to
features the individual contact details approximate text have inherent disadvantages that they distract attention towards
themselves. Simultext may be produced in any typeface, at whatever size and format is
with the address and generic contact Puragen Limited required. Paragraphs may be long or short.
information to the reverse. Warwick House
Houghton Hall Park Texts can be produced to complete an area, as the basic copy is simply repeated. This
Houghton Regis
is dummy text. It is inended to be read but have no meaning. As a simulation of actual
Dunstable
LU5 5ZX copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or
T: 01234 567892 brain. Dummy settings which use other languages or even gibberish to approximate text
F: 01234 567893 have inherent disadvantages that they distract attention towards themselves. Simultext
W: www.puragen.co.uk may be produced in any typeface, at whatever size and format is required. Paragraphs
may be long or short. Texts can be produced to complete an area, as the basic copy is
simply repeated. This is dummy text. It is intended to be read but have no meaning.
As a simulation of actual copy, using ordinary words with normal letter frequencies, it
cannot deceive the eye or brain. Dummy settings which use other languages or even
gibberish to approximate text have inherent disadvantages that they distract attention
towards themselves. Simultext may be produced in any typeface, at whatever size and
format is required. Paragraphs may be long or short. Texts can be produced to complete
an area, as the basic copy is simply repeated.
Sign Off
Sender Name
Sender Job Title
with compliments
Puragen Limited | Warwick House | Houghton Hall Park | Houghton Regis | Dunstable | LU5 5ZX Puragen Limited | Warwick House | Houghton Hall Park | Houghton Regis | Dunstable | LU5 5ZX
T: 0870 013 0382 | E: info@puragen.co.uk | W: www.puragen.co.uk T: 0870 013 0382 | E: info@puragen.co.uk | W: www.puragen.co.uk
Registered in England No. 07528955
10. PURAGEN BRAND GUIDELINES | V1
Stationery
Continued
PRESS RELEASE
Date
This is dummy text. It is intended to be read but have no meaning. As a simulation of
actual copy, using ordinary words with normal letter frequencies, it cannot deceive
the eye or brain. Dummy settings which use other languages or even gibberish to
approximate text have inherent disadvantages that they distract attention towards
themselves. Simultext may be produced in any typeface, at whatever size and format is
required. Paragraphs may be long or short.
Texts can be produced to complete an area, as the basic copy is simply repeated. This
is dummy text. It is inended to be read but have no meaning. As a simulation of actual
copy, using ordinary words with normal letter frequencies, it cannot deceive the eye or
brain. Dummy settings which use other languages or even gibberish to approximate text
have inherent disadvantages that they distract attention towards themselves. Simultext
may be produced in any typeface, at whatever size and format is required. Paragraphs
may be long or short. Texts can be produced to complete an area, as the basic copy is
simply repeated. This is dummy text. It is intended to be read but have no meaning.
As a simulation of actual copy, using ordinary words with normal letter frequencies, it
cannot deceive the eye or brain. Dummy settings which use other languages or even
gibberish to approximate text have inherent disadvantages that they distract attention
towards themselves. Simultext may be produced in any typeface, at whatever size and
format is required. Paragraphs may be long or short. Texts can be produced to complete
an area, as the basic copy is simply repeated.
For more information:
John Smith, Puragen Limited, Warwick House, Houghton Hall Park, Houghton Regis
Dunstable LU5 5ZX T: 0870 013 0382 E: info@puragen.co.uk
Puragen Limited | Warwick House | Houghton Hall Park | Houghton Regis | Dunstable | LU5 5ZX
T: 0870 013 0382 | E: info@puragen.co.uk | W: www.puragen.co.uk
Registered in England No. 07528955
11. PURAGEN BRAND GUIDELINES | V1
If you would like to be supplied with
brand artwork or have any questions
regarding the guidelines please contact
Puragen or HTDL, the brand designers:
Puragen
Warwick House
Houghton Hall Park
Houghton Regis
Dunstable
LU5 5ZX
T: 0870 013 0382
E: TBA
W: www.puragen.co.uk
HTDL
6 Ardent Court
William James Way
Henley in Arden
Warwickshire
B95 5GF
T: 01564 797420
E: post@htdl.co.uk
W: www.htdl.co.uk
