2 | Basic Principles

2.1 corporative

brand - logo
logo slogan

The corporative brand/logo of Telecommunication RS JSC - m:tel is visually clearly defined and recognisable. The colour red represents trust and warmth, and close relationship with our clients. The logo is comprised of two parts. A rectangle with three rounded edges, m:tel print that is placed in the centre, and slogan that is placed on the right side. Whenever possible, the logo should be used in the original version. A derived version of the logotype is used in special situations (the logo without the slogan, a positive and negative image, 3D view, gold print). It is not allowed to use the logo if it is turned, rotated or deformed otherwise or presented in any other way than described here. It is not allowed to resize the logo under 5 mm by height.

the positive A single-colour version of the logotypes in black should be used in single-colour applications, when it is not possible to use reproduction in colour tones. the negative #1 Single-colour version of the logotype should be used in the negative, in applications where the logotype is used on a dark or black surface. the negative #2 The logo in the negative with outline should be used in applications when the logo is used on the red surface.

the positive

the negative #1

corporative logo original version red: pantone 485 C

the negative #2

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a derived version

the minimal size

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The 3D view has maintained the basic elements of the corporative logotype, it has a more modern look, i.e. the plasticity, and its application is not limited. It can be used with the slogan or in a derived version.

Gold print is used for a more exclusive printing materials. It is possible to make it in three versions: red, gold and silver. 3D view Gold Print

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2.2 the

zone of integrity

2.3

alignment

The logotype has to be surrounded by free space from all sides. Minimum free space is defined in regards to other graphic elements or in relations to margins. Minimum distance is determined by the size of letter m from the logotype, i.e. by its width. The positioning of two m letters next to each other defines the minimum free space that has to be set in all cases around the logotype.

When the logotype is used on materials that contain text, all text should be aligned with the left edge of the logotype taking care of the zone of integrity. The same goes for other elements of design (various graphic shapes, symbols...) Text and other elements of design must be distanced at least two m letters from the logotype.

the minimum distance

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2.4 graphic

elements of the brand

The secondary element of the corporative identity is represented by squares allocated in a composition, as shown in the picture below. When applied, they always have to be set in the presented composition. They are used always in two shades of one colour, as following: - if applied in white colour, the squares are presented in two shades of gray. - if applied in red colour, the squares are presented in two shades of red.

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2.5

typography

2.6

typography application

Interstate BH font is used for all media. Interstate Light BH is used for titles and informational texts, and Regular and Bold versions are used for highlighting important information in the text.

Interstate Light BH Headlines Informational Text

Interstate Regular BH TV Commercials

Interstate Bold BH

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2.7

corporative colours

2.8 colour

relationships

Colour has an active and positive effect, and highlight certain contents. Colour increases recognizability, and therefore, it has to be used in a memorable, diverse and consistent way. The primary corporative colour is red. The colour red defines the general impression via communication media. The secondary colours are burgundy and gray. Gray comes in several shades, 50%, 30% and 10%.

Colour relationship represents the share of individual colours in general picture. Red Burgundy Gray #1 The colour red defines the general impression through the communication media. It is used consistently in designing larger surfaces, or as a gradient between red and burgundy. Radial or linear gradient is also allowed. The colour gray increased the general impression and it is used for details and smaller texts.

Pantone 485 C CMYK 0C 95M 100Y 0K RGB 198R 36G 6B

Pantone 188 C CMYK 0C 95M 100Y 50K RGB 118R 21G 2B

Pantone Cool Gray 9 C CMYK 0C 0M 0Y 50K RGB 150R 150G 154B

Gray #2

Gray #3

Gray #4

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Pantone Cool Gray 5 C CMYK 0C 0M 0Y 30K RGB 194R 195G 198B

Pantone Cool Gray 3 C CMYK 0C 0M 0Y 20K RGB 216R 217G 219B

Pantone Cool Gray 1 C CMYK 0C 0M 0Y 10K RGB 236R 237G 238B

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2.9

Types of logotype application on various materials.

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application of the brand - logo

3.0

the industry: high technology industry/telecommunications:

The main activities of the Company are: 61 Telecommunications - the provision of telecommunications and other related services, i.e. transfer of voice, data, text, sound and image, including: Wired Telecommunications Activities Wireless Telecommunications Activities Satellite Telecommunications Activities Other Telecommunications Activities

61.10 61.20 61.30 61.90