The basic elements of Axess: logo, colours,
verbal expressions and illustrations.
World-class integrity solutions
for
DRILLING
Contractors
ENERGY
Companies
FPSO
Contractors
MMO
Companies
SURF
Companies
2/3
1/3
WE: create
we:
we:
we:
we:
we:
we:
we:
care
challenge
communicate
contribute
create
deliver
execute
we:
we:
we:
we:
we:
we:
we:
focus
improve
innovate
involve
listen
respond
solve
The graphic profile as it appears in digital
media and on printed surfaces.
Postboks 2197, Oscar Hanssens vei 5, N–6415 MOLDE | Org.nr. 980 123 537 | Tel. +47 982 43 600 | [email protected] | www.axess.no
The graphic profile as it is perceived in
and by the surrounding environment.
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Dis osam, id ulpa velibus
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World class integrity solutions
for
World class integrity solutionsWorld class integrity solutions
You can achieve anything in the
You world
can achieve anything in the world
when your heart lies in Moldewhen your heart lies in Molde
WE
for : SO
LVE
for
Molde
DRILLING
Contractors
ENERGY
Companies
FPSO
Contractors
MMO
Companies
DRILLING
Contractors
SURF
Companies
ENERGY
Companies
FPSO
Contractors
MMO
SURF
DRILLING
ENERGY
Companies Contractors
Companies Companies
Kristiansund
Molde
Trondheim
FPSO
Contractors
MMO
Companies
SURF
Companies
Bergen
Orkanger
Bergen
Huston
Singapore
LANGE
WE: CHAL
WE: SOL
VE
WE: SOL
VE
Rio de Janeiro
LANGE
WE: CHAL
WE:
W
E:
W
E:
IN
NO
VA
TE
www.axess.no
TE
CREA
WE:
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CREA
IN
NO
VA
TE
www.axess.no
Kristiansund
Trondheim
Orkanger
Huston
Rio de Janeiro
www.axess.no
www.axess.no
Singapore
1: Logo
main logo
The logo is made in two variants to be
used on different backgrounds.
The logo symbol of the main logo is
graded blue and the signature is dark
grey. This variant should be used at
all times, if possible, and should be
placed on a white or completely light
background.
Logo on light background
Logo on dark background
The variant of the main logo has a
white signature. This version is
intended for a dark background.
Never use one of the logo colours as
a background. Avoid placing the logo
on a coloured background, particularly
blue-green tones that camouflage
the logo symbol. Ensure that the logo
is clearly visible at all times.
9
1: Logo
stylised logos
These variants should only be used on
occasions when it is not technically
viable to use the other logos, for
example, in engraving and embroidery.
Monochrome logo
Typical examples are engraving on
ballpoint pens and cuff links, as well as
logos on clothing, which are often
embroidered.
Monochrome black/white
logo on a white and black
background
10
1: Logo
Logo on a picture
background
When the logo is placed on a picture,
ensure that it is clearly visible.
Avoid placing the logo on untidy
picture backgrounds.
Logo on a picture background
Variants not permitted
11
1: Logo
positioning
Give the logo some space – the logo
will come into its own and be more
visible if it has a little space around it.
The minimum distance to the edge
and/or other objects is 1 times
the distance from the A and the top
of the logo symbol: When the logo
is scaled, the distance is scaled
correspondingly.
Scaling
When the logo is scaled, this should
always be done proportionally.
The minimum permissible size of the
logo is 20 mm wide.
min 20 mm
12
2: VERBAL EXPRESSIONS
Logo with payoff
Alternative 1
Alternative 1 is the preferred version of
the logo with payoff.
If there are height restrictions, or if
the text clashes with other text, choose
alternative 2.
Alternative 2
World-Class
Integrity Solutions
15
2: VERBAL EXPRESSIONS
Logo with payoff
Logo with payoff on a light background
Logo with payoff on a dark background
16
2: VERBAL EXPRESSIONS
positioning of logo
Give the logo some space – the logo
will come into its own and be
more visible if it has a little space
around it.
The minimum distance to the edge
and/or other objects is 1 times
the distance from the A and the top
of the logo symbol: When the logo
is scaled, the distance is scaled
correspondingly.
X
X
Note that the payoff is positioned a
little to the right of the logo symbol.
This is necessary in order to create
the optical illusion that they are
actually aligned.
Scaling the logo
When the logo is scaled, this should
always be done proportionally.
min 20 mm
The minimum permissible size of the
logo is 20 mm wide.
17
3: COLOURS
primary colours
Axessable Azur is the actual signal
colour and is what we wish to be
associated with. Axessable Azur may
be used as a background colour for
printed matter and may also be used
in certain decor elements that we
wish to promote.
When the two primary colours are
being used together, the turquoise
should dominate in order to avoid
creating an impression that is too
dark.
Both colours may be used with the
graded tones illustrated in order to
achieve lighter colour variants.
The primary colours may also be
combined with supplementary
colours, refer to the following pages.
Use of colour systems
Main logo colours
These values are intended for professional users such as web designers and printing works.
For use of colours in the Microsoft Office package, refer to page 25.
80%
60%
40%
20%
80%
60%
40%
Axessable Azur
grey’s security
PANTONE: 320 C
PANTONE: 445 C
CMYK: 100 – 0 – 30 – 2
CMYK: 52 – 22 – 30 – 74
RGB: 0 – 154 – 166
RGB: 77 – 83 – 87
HTML: #009AA6 HTML: #4D5357 20%
The specified values under each
individual colour apply to printing
works, web designers and other
professional users. For use of colours
in the Microsoft Office package,
refer to page 25.
23
3: COLOURS
Contrasting colours
These values are intended for professional users such
as web designers and printing works.
Contrasting and
supplementary colours
For use of colours in the Microsoft Office package,
refer to page 25.
Axess' colour palette also contains
contrasting and supplementary
colours. These have been developed
to provide designers with more
leeway in the design of printed
matter, web pages, etc.
80%
Contrasting colours are used to
promote visual elements and to
create tension and dynamics in the
graphic expression.
Supplementary colours are only
meant to be used in instances where
there is a particular requirement for
additional colours, e.g. complicated
graphics, etc.
Use of colour systems
The specified values under each
individual colour apply to printing
works, web designers and other
professional users. For use of colours
in the Microsoft Office package,
refer to page 25.
60%
40%
20%
80%
60%
40%
seaweed
sea o’ranger
PANTONE: 376 C
PANTONE: 144 C
CMYK: 47 – 5 – 100 – 0
CMYK: 0 – 50 – 99 – 0
RGB: 122 – 184 – 0
RGB: 233 – 131 – 0
HTML: #7AB800 HTML: #E98300
20%
Supplementary colours
80%
60%
40%
20%
80%
60%
40%
20%
80%
60%
40%
Subsea, u see
ocean deep, purple
washy washy
PANTONE: 5483 C
PANTONE: 666 C
PANTONE: 5435 C
CMYK: 65 – 11 – 25 – 27
CMYK: 37 – 42 – 2 – 5
CMYK: 31 – 8 – 6 – 11
RGB: 88 – 145 – 153
RGB: 160 – 146 – 180
RGB: 166 – 188 – 198
HTML: #589199
HTML: #A092B4
HTML: #A6BCC6
20%
24
3: COLOURS
Use of colours in
the Microsoft Office
package
Axess colour themes * in the Microsoft Office package
Primary colours
Separate Axess templates have been
developed for Microsoft Word and
PowerPoint. These may only be used on
a PC, not a Mac.
The Microsoft Office package uses the
colour space Generic RGB, which gives
different codes than the standard colour
space for the web (sRGB).
The theme colours in the Word and
PowerPoint templates have been
adjusted to this so do not change the
codes. Nor should the codes be copied
from here and used in creating web
graphics in Adobe Photoshop,
for example.
The Office software automatically
generates a range of lighter and darker
nuances of the theme colours. Also
exercise caution in using these as they
are often far removed from optimally
selected nuances.
RGB: 60 – 65 – 69
RGB: 17 – 137 – 149
Contrasting colours
RGB: 105 – 174 – 5
RGB: 226 – 111 – 7
RGB: 142 – 126 – 165
RGB: 150 – 174 – 186
Supplementary colours
RGB: 72 – 127 – 135
*Colour space: Generic RGB
25
4: TYPOGRAPHY
Futura
Typography
– printed matter
As these guidelines apply to printed
matter, they are intended for
professional users such as printing
works and advertising agencies.
Heading, introduction and
word palette
Futura should always be used for
headings, introductions and the word
palette (see separate page).
Use Futura Light 15pt/17pt in headings
and Futura Book 10pt/14pt in
introductions.
Body text
Body text should always appear in
Chaparral
Pro Regular. Generally, body text is
set in 10pt/14pt.
Chaparral Pro Light Italic is used for
emphasis and quotations.
Chaparral Pro Bold is only used in
instances where there is a requirement
for optimum readability, such as when
reading at long distances, etc.
Alternating between the different typefaces gives the layout a dynamic character
if a degree of moderation is shown.
AaBbCc01234
Futura
|
Light
Futura
abcdefghijklmnopqrstuvwxyzæøå
abcdefghijklmnopqrstuvwxyzæøå
1234567890
Futura
|
| Medium
abcdefghijklmnopqrstuvwxyzæøå
abcdefghijklmnopqrstuvwxyzæøå
1234567890
Book
Futura
abcdefghijklmnopqrstuvwxyzæøå
abcdefghijklmnopqrstuvwxyzæøå
1234567890
| Heavy
abcdefghijklmnopqrstuvwxyzæøå
abcdefghijklmnopqrstuvwxyzæøå
1234567890
Chaparral Pro Regular
AaBbCc01234
| Bold
Chaparral Pro | Light Italic
Chaparral Pro
abcdefghijklmnopqrstuvwxyzæøå
abcdefghijklmnopqrstuvwxyzæøå
1234567890
abcdefghijklmnopqrstuvwxyzæøå
abcdefghijklmnopqrstuvwxyzæøå
1234567890
28
4: TYPOGRAPHY
Typography – Word,
PowerPoint, etc.
Text written by employees in
prefabricated templates in Word, for
example.
heading and introduction
Century Gothic Regular is used for
headings and introductions. Bold and
Italic may be used for emphasising
words, quotations and short
sentences.
Body text
Body text should always appear in
Arial Regular. Arial Bold may be used
for emphasising short words and
sentences.
In addition to Bold, Arial Italic may
be used, if required.
Century Gothic
AaBbCc01234
Century Gothic
|
Regular
abcdefghijklmnopqrst
abcdefghijklmnopqrstuvw
1234567890
Century Gothic
|
Italic
abcdefghijklmnopqrst
abcdefghijklmnopqrstuvw
1234567890
Century Gothic
| Bold
abcdefghijklmnopqrst
abcdefghijklmnopqrstuvw
1234567890
Arial
AaBbCc01234
Arial
| Regular
abcdefghijklmnopqrst
abcdefghijklmnopqrstuvwx
1234567890
Arial
| Italic
abcdefghijklmnopqrst
abcdefghijklmnopqrstuvwx
1234567890
Arial
| Bold
abcdefghijklmnopqrst
abcdefghijklmnopqrstuvw
1234567890
30
4: TYPOGRAPHY
Typography – web
Headings, introductions and the
word palette (see separate page)
should always appear in the
Futura font.
Body text should always appear in
Arial Regular. Arial Bold may be used
for emphasising short words and
sentences.
In addition to Bold, Arial Italic may
be used, if required.
Futura
AaBbCc01234
Futura
|
Book
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvw
1234567890
Futura
|
Book Oblique
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvw
1234567890
Futura
| Heavy
ABCDEFGHIJKLMNOPQRST
abcdefghijklmnopqrstuvw
1234567890
Arial
AaBbCc01234
Arial
| Regular
abcdefghijklmnopqrst
abcdefghijklmnopqrstuvwx
1234567890
Arial
| Italic
abcdefghijklmnopqrst
abcdefghijklmnopqrstuvwx
1234567890
Arial
| Bold
abcdefghijklmnopqrst
abcdefghijklmnopqrstuvw
1234567890
32
5: GRAPHIC ELEMENTS
FOCUS LINE
The focus point, focus lines and the
word palette form a design element
that may be used in different ways,
most often as pure decor. This should
contribute to confirming what Axess
stands for through verbal statements,
as well as providing a contrast to the
visual expression.
The design element should preferably
be used by professional designers in
the development of profiling
advertisements, profile articles,
magazines, etc.
Colours and words
The design element should always be
rendered in Axess' signal colour, one
of the contrasting colours, or white.
The design element is positioned
on backgrounds that provide
an optimum contrast between the
back­ground and the element colour.
As a background, Axess' primary and
contrasting colours, a picture
background or white may be used.
Never use more than one colour and
one statement per surface.
Appropriate words are selected from
the word palette.
WE: DELIVER
WE: focus
WE: create
35
5: GRAPHIC ELEMENTS
Focus lines positioned on a coloured
background.
WE: DELIVER
WE: focus
WE: create
36
5: GRAPHIC ELEMENTS
Focus lines positioned on a dark grey
background.
WE: DELIVER
WE: focus
WE: create
37
5: GRAPHIC ELEMENTS
Construction
guidelines
Text size and line thickness will vary
when the design element is scaled up
and down. The minimum permissible
font size is 6 point. The minimum
line thickness is 0.5 point.
These guidelines are intended to
achieve the most optimum result.
Professional designers may adapt
according to their own requirements,
where necessary.
Ensure that the lines run through
the centre of the circle. As far as is
possible, the lines should extend
beyond the circle's edge.
The thickness of the circle is set to A.
This may also be made thinner,
up to 1/2A. This gives the ratio
4A = 1/2A + 3A + 1/2A.
>5°
WE: DELIVER
Positioning of baseline
4A
A 2A A
Optimum positioning
X
A A
X
thickness: A/5
Text is aligned with the lower
part of the line.
thickness: A/5
min. A
38
5: GRAPHIC ELEMENTS
Icons
The icons are used to create an
immediate visual impression of the
specialised spheres we approach and
work within: Drilling Contractors,
Energy Companies, FPSO Contractors,
MMO Companies and SURF Companies.
The icons may be used in all instances
where Axess presents its core
operations. The explanatory text should
be present where possible.
The icons may be used in both primary
colours, and in white.
drillinG
contractors
enerGY
companies
fpSo
contractors
mmo
companies
Surf
companies
39