AGC - guidelines

Version 1.0
June, 2018
AGC Group Brand Logo Guidelines
Contact
Corporate Communications & Investor Relations Division
E-mail : agc.brand@agc.com
(After July 2018, AGC Inc.)

IntroductionContents
01 Introduction
02 Overview of the AGC Group Brand Visual Identity
03 Overview of the Basic Design Elements
04 Group Brand Logo Data for Various Applications
A. Group Brand Logo
A-01 Group Brand Logo
A-02 Group Brand Logotypes
A-03 Group Brand Logo Colors
A-04 Clear Space: Group Brand Logo
A-05 Clear Space: Emblem-Type Group Brand Logo
A-06 Relationship between Display Color and Background Color: Group Brand Logo
A-07 Examples of Improper Usage: Group Brand Logo
A-08 Examples of Improper Usage: Emblem-Type Group Brand Logo
B. Brand Statement Logo
B-01 Brand Statement Logo
B-02 Logo Lockup
B-03 Displaying the Emblem-Type Group Brand Logo with the Brand Statement Logo
B-04 Logo Lockup Display Colors
B-05 Clear Space: Logo Lockup
B-06 Relationship between Display Color and Background Color: Logo Lockup
B-07 Examples of Improper Usage: Logo Lockup
C. Typefaces and Usage of Company Names and Business Brand Names
C-01 Company Names (Typefaces for Indicating Company Names in Japanese and English)
C-02 Group Name / Company Names / Business Brand Names
C-03 Recommended Typefaces
C-04 Relative Positioning of Group Brand Logo and Company Name: Basic Specifications
C-05 Relative Positioning of Group Brand Logo and Company Name: Special Cases
C-06 Logo Used to Indicate Company Sponsorship
C-07 Basic Policy on Individual Business Brand Messages and Business Brand Name Display
C-08 Basic Policy on Displaying Other Marks
D. Graphic Element
D-01 Graphic Element
D-02 Preparation of Graphic Element – 1
D-03 Preparation of Graphic Element – 2
D-04 Graphic Element Usage Examples: Group Brand Logo
D-05 Graphic Element Usage Examples: Emblem-Type Group Brand Logo
D-06 Graphic Element Usage Examples: Logo Lockup
D-07 Examples of Improper Usage: Graphic Element
E. Communication Style
E-01 Creative Concept
E-02 Tone & Manner
E-03 Worldview Based on the Creative Concept and Tone & Manner
E-04 Product-Related Images
E-05 Material-Related Images
E-06 People-Related Images
E-07 Environment-Related Images
E-08 Balanced Application of the Tone & Manner
F. Applied Designs
F-01 Business Cards
F-02 Envelopes
F-03 Signs
F-04 Literature: Corporate
F-05 Literature: Business
1

Welcome to the AGC Group Brand Logo Guidelines.
AGC is our brand, and we want it to be a powerful
global brand recognized around the world.
That’s why we insist on communicating our identity
with total consistency.
To the users of these guidelines
These guidelines are meant for everyone whose work is related to the AGC brand: from
members of the AGC Group, to designers, advertising agencies, and beyond. All
cooperating production companies using these guidelines are requested to obtain
permission from the person responsible for the AGC brand before doing work with the
brand. The content of these guidelines is based on information current as of May 2018.
Since the content may be modified, check with the contact provided at the end of the
guidelines and be sure to use the latest version.
Introduction01 Introduction
2

The group brand logo stands for all the value the AGC brand provides. To strengthen its symbolic
function, we position it at the heart of all communications and display it with total consistency.
As the face of the AGC brand, the group brand logo plays a
vital role in building a solid reputation; it represents the
aggregate outcome of all of our business activities. We want
to maximize recognition of the brand, so we carefully
position the logo to stand out in every communication
situation, which in turn enhances its symbolic function.
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Chemistry for a Blue Planet
AGC Chemicals
Taro Tokyo
Manager
General Affairs Division
WBG MARIVE WEST 19F, 2-6-1 Nakase, Mihama-ku,
Chiba-shi, CHIBA 261-7119, JAPAN
Tel:32-1234-5678 Fax:32-1234-5678
Tel:32-1234-5678 Mobile:+81-80-1234-5678
taro tokyo@agc.com www.agc.com
AGC Engineering Co., Ltd.
Introduction02 Overview of the AGC Group Brand Visual Identity
3

These are the basic design elements we use to
communicate the brand of the AGC Group.
Group brand logo
Brand statement logo
Logo lockup
Company name typeface (examples)
Company names, business brand names
(examples)
Brand colors
Recommended typefaces
Communication style
Graphic element (examples)
Building & Industrial Glass Company
AGC Glass AGC Automotive AGC Chemicals
AGC Blue
■ A-OTF UD ShinGo Pro Family■ Frutiger Family
AGC Red
consectetuer AGC REPORT
2019
AGC Groups
Environmental Report
2019
Dark gray
Brand statement font color
Clear gray
Graphic element colors
Introduction03 Overview of the Basic Design Elements
4

Group brand logo data has been provided for various applications.
■ Group brand logo
■ Brand statement logo
* The data does not include the line
shown here around the logo.
■ Emblem-type group brand logo
■ Logo lockup (centered)
■ Logo lockup (left-aligned)
■ Logo lockup (right-aligned)
■ Logo lockup (horizontally-aligned)
■ For offset printing (used by designers) ■ For websites and internal materials
Download CMYK ai ▼ Download PANTONE ai ▼ Download jpg ▼ Download png ▼
Download CMYK ai ▼ Download PANTONE ai ▼ Download png ▼
CMYK data is used for 4-color process printing PANTONE data is used for 2-color spot-color printing
Introduction04 Group Brand Logo Data for Various Applications
5

We modified the design of the logo that symbolizes the AGC
Group in July 2018, accompanying the change to our
company name from Asahi Glass to AGC Inc.
The red part of the G that most distinguishes the brand
evokes AGC’ s determination to look beyond and embrace
the challenge of creating further innovation. The logo as a
whole is designed to look solid, yet easy on the eyes. It seeks
to convey a high-quality image of honesty, trust, and
sophistication. It suggests the flexibility to create the future
and presents a dynamic image packed with the inspiration
and power to take action.
The group brand logo is the most important identity element
used in all communications. It represents the quality of the
AGC Group’ s products and services, so it is essential that we
always use it carefully and consistently when creating
designs.
Everyone who reproduces the group brand logo is requested
to use the correct data and take great care never to modify
its form, no matter what the circumstances.
This is the signature of the AGC Group brand.
■ Group brand logo
■ Minimum size ■ Minimum size
■ Emblem-type group brand logo
10mm 13mm
LH = Height of the letters in the logo
LH
1/3LH 1/3LH
The emblem-type group brand logo is designed to ensure the logo
looks the same every time.
The emblem type is designed to ensure the preferred, full-color
version of the group brand logo can be consistently displayed, even
when the background is a photograph or a colored surface.
*The data does not include the line shown here around the logo.
*Do not display anything inside the emblem area.
Basic Design SystemA-01 Group Brand Logo
7

■ Basic type
The preferred display uses the two colors of AGC Blue and AGC Red
and should be used whenever possible.
■ Special type
Use the special type when the preferred version cannot be displayed
due to print color limitations, or when reproducing the group brand
logo using special methods such as on a metal plate.
■ Type used only when the background is AGC Blue
Use is limited to when the background color is AGC Blue.
The preferred way to display the group brand logo is in full-color,
using AGC Blue and AGC Red. Use this whenever possible.
Grayscale Used to display the group brand logo in black and white
media that allow gray tones, such as newspaper advertisements
The emblem-type group brand logo is used when the background is a
photograph or dark color.
This is the preferred version of the group brand logo. Use it whenever
possible in all communications.
* The emblem-type logo is used when the background is a photograph or dark color.
Used only for displaying the group brand logo in a stencil on a
product.
Used to display the group brand logo in media that allow only one
print color (other than white), or for embossing or cut-out on a metal
plate. May be displayed in the same color as the print color.
The group brand logo may be reversed when the background color is
AGC Blue. Use the brand color for a surface only when it is effective
to do so.
■ Grayscale
■ Full color
■ Single color
■ Stencil
■ AGC Blue reverse
Basic Design SystemA-02 Group Brand Logotypes
8

When using the group brand logo, always use the right
master data for the application. No matter what the
circumstances, be sure that the colors are correctly
displayed.
When reproducing the brand colors, be sure to use with the
color specifications shown below. Take great care never to
modify the specifications, no matter what the circumstances.
Always ensure that the brand colors are correctly reproduced
for the group brand logo.
■ Full color
■ Emblem-type group brand logo, full color
Black
Gray 55%
Black, white, or printing
color
Black
Gray 55%
AGC Blue
AGC Red
AGC Blue
AGC Red
AGC Blue AGC Red
■ Grayscale
■ Single color
■ AGC Blue reverse
■ Emblem-type group brand logo, grayscale
* The data does not include the line shown here around the logo.
AGC Blue (PANTONE 661C)
CMYK C100 M70 Y0 K20
RGB R 0 G 31 B 107
RAL 5002
NCS S3060-R80B
AGC Red (PANTONE 192C)
CMYK C0 M90 Y50 K0
RGB R 228 G 0 B 70
RAL 3018
NCS S1070-R
Basic Design SystemA-03 Group Brand Logo Colors
9

In order to preserve the presence and visibility of the group
brand logo, it is vital to isolate it by securing a certain
distance between the logo and other elements. When
designing communication tools, always be sure to maintain
at least the specified clear space around the group brand
logo by positioning it separately from titles, text, images,
and all other elements.
The special-case clear space may be used only in applications
such as sponsorship advertisements or web banners where
the display space is limited and there is a need to emphasize
the logo.
Maintain ample clear space around the group brand logo.
■ Clear space (preferred specifications)
■ Special-case clear space
LH
At least 0.5LH
At least 0.5LH
At least 0.5LH
LH = Height of the letters in the logo
At least 0.5LH
LH
At least 0.25LH
At least 0.25LH
At least 0.25LH At least 0.25LH
Basic Design SystemA-04 Clear Space: Group Brand Logo
10

The emblem-type is intended to allow display of the
preferred version of the corporate logo on colored surfaces
or photographs, but it is still important not to position any
written information inside the clear space. The photograph
or colored background, however, may be displayed within
the clear space.
When using the emblem-type group brand logo, written information
is not allowed inside the clear space.
■ Emblem-type clear space (area no written information is allowed)
EH = The height of the emblem
At least 0.3EH At least 0.3EH
At least
0.3EH
At least
0.3EH
EH
It is recommended to position the emblem so that
one side of it touches the edge of the surface
(displaying it in the corner is not allowed).
Written information should be positioned
outside the clear space.
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Basic Design SystemA-05 Clear Space: Emblem-Type Group Brand Logo
11

Always be sure the group brand logo is displayed clearly.
The chart at right shows when the preferred, full-color
version of the group brand logo may be displayed against
typical background colors and when it is appropriate to use
the emblem-type on denser background colors. Refer to this
chart for help in ensuring that the group brand logo is
always clearly displayed no matter what the background
color (or photograph) is.
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Black
AGC Blue
Red
Green
Yellow
Basic Design SystemA-06 Relationship between Display Color and Background Color: Group Brand Logo
12

an everyday essential
part of our world
No matter the circumstances, it is critical that the group brand logo be displayed correctly, without any
modification to the original shape. Incorrect use of the group brand logo damages our brand image.
Be sure to display the group brand logo correctly.
Do not change the color Do not change the shape Do not apply a shadow Do not combine with any other element Do not add a letter Do not outline in white
Do not create any other logo Do not use the logo in textDo not enclose Do not display in gradationDo not rotateDo not display in reverse on a shaped background, since
that shape may be misunderstood to be part of the logo
Basic Design SystemA-07 Examples of Improper Usage: Group Brand Logo
13

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No matter the circumstances, it is critical that the emblem-type group brand logo is displayed correctly,
without any modification to the original shape. Incorrect use damages our brand image.
Be sure to display the emblem-type group brand logo correctly.
Do not put in a frame Do not display in reverse Do not apply a shadow
Do not display next to any other brand mark
Do not combine with the
brand statement
Do not display any other element
Do not use the emblem as
a design element
Do not widen the emblem Do not use the emblem as
a design element
Do not change the shape of
the emblem
Do not widen the emblem
Do not display the logo lockup
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Basic Design SystemA-08 Examples of Improper Usage: Emblem-Type Group Brand Logo
14

Dark gray (PANTONE 431C)
CMYK C30 M0 Y0 K75
RGB R 70 G 90 B 100
RAL 7012
NCS S5010-R90B
The brand statement is the promise we make to all external
stakeholders — our pledge to fulfill the “Our Mission”
component of the AGC Group Vision, “Look Beyond.”
Within the Group, it functions as the watchword that
reminds us of our aspirations and guides our thoughts and
actions.
The brand statement logo is a special logotype that presents
the AGC Group’ s brand statement, “Your Dreams, Our
Challenge.” It is also used in a lockup with the group brand
logo.
The preferred display color for the brand statement is dark
gray. When it is difficult to use dark gray, it may be displayed
in black or white.
The brand statement is our core message to all the stakeholders
of the AGC Group.
At least 0.5LH
At least 0.5LH
At least 0.5LH
LH
At least 0.5LH
■ Clear space when displaying the brand statement logo on its own
Basic Design SystemB-01 Brand Statement Logo
16

The logo lockup combines the group brand logo and the
brand statement logo. We use it whenever possible in
internal and external communications to share the newly
established brand statement with the world.
For use in different display positions, the lockup logo comes
in four types— with the group brand logo centered,
left-aligned, right-aligned, or horizontally-aligned.
* The logo lockup is not intended for display on signage, products, or
packing materials.
Used when displayed at the center of the surface
We use the logo lockup across AGC Group communications
whenever possible.
■ Centered
Used when displayed at the right of the surface
■ Right-aligned
Used when displayed at the left of the surface
■ Left-aligned
■ Display position
Used when the display surface is wider than
it is tall
■ Horizontally-aligned
■ Minimum size for centered, left-aligned, or right-aligned logo
■ Minimum size for horizontally-aligned logo
21mm
33mm
Basic Design SystemB-02 Logo Lockup
17

The emblem-type group brand logo is used when displaying
the brand statement logo on a photograph or colored
surface.
When doing so, the brand statement logo is displayed in a
bigger size than in the logo lockup, and in an independent
position. This ensures it doesn’ t get lost in the other
information.
* Refer to section D, “Graphic Element.”
When using the emblem-type group brand logo, position the brand
statement logo independently, in a larger size.
■ Portrait-oriented display surface
EW EW
2.5EW 2.75EW
Display the brand statement logo outside the graphic
element at the lower right, 2.5 times longer than the
emblem width (EW).
Graphic element
(photograph or colored
surface area)
■ Landscape-oriented display surface
Display the brand statement logo outside the graphic
element at the lower right, 2.75 times longer than the
emblem width (EW).
Graphic element
(photograph or colored
surface area)
Basic Design SystemB-03 Displaying the Emblem-Type Group Brand Logo with the Brand Statement Logo
18

When displaying the logo lockup, always use the correct
master data for the application. Take great care always to
display it in the correct colors, no matter what the
circumstances. The display colors are the same for all the
different alignments.
* There is no logo lockup for the emblem type and stencil type group brand
logos.
When reproducing the brand colors, be sure to use with the
color specifications shown below. Take great care never to
modify the specifications, no matter what the circumstances.
Always display the logo lockup in the correct colors.
■ Full-color logo lockup
■ AGC Blue reverse logo lockup ■ Stand-alone brand statement logo
AGC Blue
AGC Red
AGC Blue AGC Red Dark Gray
Dark Gray
Black
White
■ Single-tone logo lockup
Black Gray 55%
■ Brand colors
■ Brand statement color
AGC Blue (PANTONE 661C)
CMYK C100 M70 Y0 K20
RGB R 0 G 31 B 107
RAL 5002
NCS S3060-R80B
AGC Red (PANTONE 192C)
CMYK C0 M90 Y50 K0
RGB R 228 G 0 B 70
RAL 3018
NCS S1070-R
Dark gray (PANTONE 431C)
CMYK C30 M0 Y0 K75
RGB R 70 G 90 B 100
RAL 7012
NCS S5010-R90B
Basic Design SystemB-04 Logo Lockup Display Colors
19

■ Left-aligned ■ Right-aligned
■ Centered ■ Horizontally-aligned
In order to preserve the presence and visibility of the logo
lockup, it is vital to isolate it by securing a certain distance
between the lockup and other elements. When designing
communication tools, always be sure to maintain at least the
specified clear space around the logo lockup by positioning
it separately from titles, text, images, and all other elements.
Maintain ample clear space around the logo lockup.
LH
At least 0.5LH
At least 0.5LH
LH
At least 0.5LH
At least 0.5LH
At least 0.5LHAt least 0.5LH
At least 0.5LH At least 0.5LH At least 0.5LHAt least 0.5LH
At least 0.5LHAt least 0.5LH
LH
At least 0.5LH
At least 0.5LH
LH
At least 0.5LH
At least 0.5LH
Basic Design SystemB-05 Clear Space: Logo Lockup
20

The chart at right shows when the preferred version of the
corporate logo may be displayed against typical background
colors. Refer to this chart for help in ensuring that the logo
lockup is always clearly displayed.
Always be sure the logo lockup is displayed clearly.
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Black
AGC Blue
Red
Green
Yellow
Basic Design SystemB-06 Relationship between Display Color and Background Color: Logo Lockup
21

Do not change the color Do not change the typeface Do not use a lockup with the statement
in an unauthorized position
Do not use a lockup with a line
break in the statement
Do not apply a shadow Do not outline in white
Do not create any other logo Do not change the shapeDo not enclose Do not display in gradationDo not add any other element
No matter the circumstances, it is critical that the logo lockup be displayed correctly, without any
modification to the original shape. Incorrect use of the logo lockup damages our brand image.
Be sure to display the logo lockup correctly.
Campaign
Do not display in reverse on a shaped
background, since that shape may be
misunderstood to be part of the logo
Basic Design SystemB-07 Examples of Improper Usage: Logo Lockup
22

C. Typefaces and Usage of Company Names and Business Brand Names
23

■ Japanese company names
(Alphanumeric characters: Frutiger Medium / Japanese: A-OTF UD ShinGo M)
■ English (English: Frutiger Bold)
Examples
Examples
Company names are displayed in a consistent typeface
throughout the AGC Group in order to create the strong
appeal of “One AGC.” In Japanese, use A-OTF UD ShinGo M,
and in English, use Frutiger Bold. In English, it is
recommended to indicate company names using initial
capital letters only.
Japanese company names (Alphanumeric characters: Frutiger
Medium / Japanese: A-OTF UD ShinGo M)
AGC Group company names are displayed in a consistent typeface.
Frutiger Medium
(This part is made slightly bolder to match the “株式会社“)
Group companies also use the stand-alone “AGC” company name logo.
The Japanese part of the company name is created in the recommended
typefaces and combined with the “AGC”.
A-OTF UD ShinGo M
Basic Design SystemC-01 Company Names (Typefaces for Indicating Company Names in Japanese and English)

AGC Glass
AGC Automotive
AGC Chemicals
■ Company names
■ Group names
■ usiness brand names (examples)
In Japanese, use A-OTF UD ShinGo M, and in English, use
Frutiger Bold.
Company names are used to communicate the organization
name, and should be included in the job title when displayed
on business cards. Business brand names are used in order
to communicate a particular business as a brand.
They should be displayed separately, not combined with the
group brand logo.
Group names, company names and business brand
names are indicated in a consistent typeface.
Building & Industrial Glass Company
Automotive Company
Electronics Company
Chemicals Company
AGC Group
Basic Design SystemC-02 Group Name / Company Names / Business Brand Names
25

* When using Windows system fonts, the recommended fonts are Meiryo UI for
Japanese and Myriad for English.
* The recommended typeface is primarily used on AGC corporate items such as
business cards, envelopes, and signs. They are not intended to limit the choice of
font when producing corporate reports, posters and other such items.
We communicate consistently by maintaining a defined style
in all written communication.
あいうえおかきくけこアイウエオカキク
愛上尾書久家子 ABCDEFGHIJKabcd
■ A-OTF UD 新ゴ L■ Frutiger Light
■ A-OTF UD 新ゴ R
■ A-OTF UD 新ゴ M
■ A-OTF UD 新ゴ DB
■ A-OTF UD 新ゴ B
ABCDEFGHIJKLMNOPQRSTU
abcdefghijklmnopqrstuvwxyz
■ Frutiger Regular
■ Frutiger Medium
■ Frutiger Bold
■ A-OTF UD ShinGo Pro Family■ Frutiger Family
Not only the studium’s beauty.
AGC technology also helps
the grass grow.
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Basic Design SystemC-03 Recommended Typefaces
26

■ Relative position
■ Display examples
■ Group brand logo and company name size
When space allows the company name to be displayed
separately from the corporate logo, follow the specifications
at right to ensure the group brand logo appears to be
independent, separate from all other elements.
Display the company name separately to ensure the group
brand logo serves its symbolic function.
Aligned with vertical center of logo
Aligned with bottom of logo
May be oﬀset diagonally
Aligned with left of logo
Aligned with right of logo
Aligned with horizontal center of logo
LH At least 0.65LH, as a general rule
Basic clear space
At least LH
Basic Design SystemC-04 Relative Positioning of Group Brand Logo and Company Name: Basic Specifications
27

The combinations shown here are only allowed when display space is limited and
the group brand logo and company name appear on the same surface.
When display space is limited and the group brand logo and
company name appear on the same surface, display the
elements according to the specifications shown here. Since
the group brand logo and company name will be close to
each other, be sure not to display the company name any
bigger than the size specified here.
Aligned with left of logo
Aligned with right of logo
Aligned with horizontal center of logo
■ Relative position
■ Group brand logo and company name size
(allowed only when the basic specifications cannot be applied)
■ Special-case clear space
LH At least 0.5LH, as a general rule
At least 0.25LH
At least 0.25LH
At least 0.25LH
LH
At least 0.25LH
At least 0.25LH
* For web headers, etc., displaying other information is
allowed as a special case
Special-case clear space
Basic Design SystemC-05 Relative Positioning of Group Brand Logo and Company Name: Special Cases
28

■ Specifications for Japanese company name display
■ Display examples ■ Display examples
When displaying the AGC brand in a limited space such as a
list of corporate sponsors, and the company name must also
be displayed, place the company name below the corporate
logo.
This is the logo we use to indicate company sponsorship, etc., when the
AGC brand is listed along with those of many other companies.
Setting the company name size at 0.35 times the height of the
corporate logo (LH), adjust its width to a size that is no more
than 1.2 times the width of the corporate logo (LW).
■ Specifications for English company name display
Setting the company name size at 0.25 times the height of the
corporate logo (LH), adjust its width to a size that is no more
than 1.2 times the width of the corporate logo (LW).
LW = Corporate logo width
0.3LH 0.25LH
0.2LH
0.35LH
0.3LH
0.35LH
Max1.2LW
LW
0.35LH
LH
0.25∼0.35LH
Max1.2LW
LW
0.35LH
LH
0.25∼0.35LH
0.35LH
0.35LH
QST
Basic Design SystemC-06 Logo Used to Indicate Company Sponsorship
29

■ Examples of individual business brand message
or business brand name on business card or
literature
When an individual business brand messages or business
brand name is displayed on the same surface as the group
brand logo, the basic policy is to display them separately, not
combined with the group brand logo.
In cases when business strategy calls for displaying an
individual business brand message or business brand name
as a set with the group brand logo, seek approval in advance
from the Corporate Communications & Investor Relations
Division (agc.brand@agc.com) by sending information about
the purpose of use, scope, design and other relevant details
Individual business brand messages and business brand names are displayed
independently, not combined with the group brand logo.
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AGC Automotive
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AGC Chemicals
Taro Tokyo
Manager
Tel:32-1234-5678 Fax:32-1234-5678
Tel:32-1234-5678 Mobile:+81-80-1234-5678
AGC Chemicals
Basic Design SystemC-07 Basic Policy on Individual Business Brand Messages and Business Brand Name Display
30

Other brand marks are displayed independently, not combined with the group brand logo,
and the group brand logo is always the most prominent element.
LW
Display at less than LH
Display at 0.8LW or less
LH
■ Display example showing another mark most prominent■ Display examples
A product brand logo, character or other mark may be displayed more
prominently when it is the main visual on a promotional item.
When displaying a product brand logo, character or other mark on
the same surface as the group brand logo, be sure to maintain the
above height and width ratios to the size of the group brand logo.
AGC Chemicals
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Manager
Tel:32-1234-5678 Fax:32-1234-5678
Tel:32-1234-5678 Mobile:+81-80-1234-5678
AGC Chemicals
Basic Design SystemC-08 Basic Policy on Displaying Other Marks
31

Basic Design SystemD-01
The graphic element enhances the originality and function of
communications.
The graphic element is a communication design element
created to convey the AGC message and image. It serves to
add originality and consistency and also functions in
business-level communication to distinguish the corporate
and business information areas.
■ Graphic element design examples
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Graphic Element
33

Angle and display position of the graphic element
The graphic element presents the image of a frame with an
angle ascending to the right on either the top or bottom.
The graphic element may display various elements such as a
photograph, text, or a colored surface. Refer to the design
method shown at right and use it effectively for various
communication items.
■ The angle on one side
The angle on one side of the rectangle can vary from 5 to 71
degrees. The angle can be freely adjusted within that range to suit
the design.
* The angle is fixed for items that have a certain format, such as corporate
reports.
■ Relationship between the graphic element and the display surface
The graphic element must always be displayed within the display
surface.
71 degrees5 degrees
When the graphic element angle is
set at 5 degrees
Displayed within the display surface Do not display all the way to the
edge of the display surface
When the graphic element angle is
set at 71 degrees
Graphic element Graphic element
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Display surface width
Recommended display surface
width: About 1.25 to 2.5%
within the outer edge of the
surface
Preparation of Graphic Element – 1
34

Size of the graphic element
The height of the graphic element is adjustable down to ½
of the display surface. Refer to the examples shown at right
and display it at a size that suits the design.
H
0.5H
0.5H
0.5H
0.5H 0.5H
H H
H H
■ Logo lockup at top (portrait-oriented display surface)
■ Logo lockup at bottom (portrait-oriented display surface)
■ Emblem-type group brand logo at top (portrait-oriented display surface)
■ Logo lockup at top (landscape-oriented display surface)
■ Logo lockup at bottom (landscape-oriented display surface)
■ Emblem-type group brand logo at top (landscape-oriented display surface)
0.5H
H
Preparation of Graphic Element – 2
35

The primary applications for designs using both the
corporate logo and graphic element are corporate items
such as signage and packages (packing material).
Here are some designs illustrating how to use the group
brand logo with the graphic element.
500m
Graphic Element Usage Examples: Group Brand Logo

The primary applications for designs using both the
emblem-type group brand logo and graphic element are
communication items featuring images such as literature and
advertisements.
Here are some designs illustrating how to use the emblem-type
group brand logo with the graphic element.
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Graphic Element Usage Examples: Emblem-Type Group Brand Logo
37

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AGC Chemicals
Here are some designs illustrating how to use the logo
lockup with the graphic element.
AGC Automotive
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Designs using both the logo lockup and graphic element are
used for corporate items such as employee name tags and
business cards, and for communication items featuring
images such as literature and advertisements.
Graphic Element Usage Examples: Logo Lockup
38

■ Examples of improper usage of the logo lockup and graphic element
■ Examples of improper usage of the emblem type and graphic element
Incorrect use of the graphic element impairs the consistency
of AGC communications and promotes misunderstanding of
the information displayed. Avoid the kinds of mistaken
usage shown at right and be sure always to use it correctly.
Be sure to use the graphic element correctly.
Do not use angled down to the right
Do not modify the shape of the graphic element
(no part of the border line should be curved)
Do not display the brand statement
inside the graphic element
Do not round the corners of the graphic element Do not use insufficiently or unevenly
on the display surface
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AGC Chemicals
Do not display a business brand name, individual
business message, or other information
outside the graphic element
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AGC Chemicals
Do not let it touch the edges
of the surface
Do not use more than one graphic
element on a surface
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AGC Chemicals
Lorem ipsum dolor
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AGC Chemicals
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Examples of Improper Usage: Graphic Element
39

Communication StyleE-01
By presenting a worldview that evokes both warmth and a futuristic image,
we create a brand image brimming with the originality of AGC,
the company that is pioneering a brighter future.
The creative concept is the basis for all designs used in AGC
visual communication activities.
The creative concept provides the orientation for creating
designs, and all designs produced should in turn be evaluated
for whether they are in alignment with the creative concept.
When working on visual communications for every kind of
touchpoint, we continuously apply the creative concept —
from both of these perspectives — in order to produce an
appealing brand image brimming with the essence of who we
are at AGC.
Note: The creative concept is not intended to be a message
for external audiences. Rather, it sets the common direction
for everyone involved in creative development of visual
communications.
* The creative concept is primarily meant to be applied to
promotional media such as advertisements, corporate report
covers, and websites. It does not apply to photographs that serve
the function of introducing products.
The creative concept is the basis for all designs used in
AGC visual communication activities.
■ Creative concept
Envisioninga brighter future
Creative Concept
41

Our Tone & Manner is the expressive style we use to project
the creative concept, “Envisioning a brighter future.” It
consists of the three keywords shown at right, and it is the
standard that guides designs in all AGC visual
communications. By ensuring that our visual communication
tools — whether advertisements, pamphlets, websites, or
other items — possess these three attributes, we can
consistently present an optimal, unique AGC image.
Depending on the medium and the subject of the appeal,
the balance among the three attributes of the Tone &
Manner may vary, but none of the attributes should ever be
entirely missing. Always be intentional about ensuring visual
communications reflect the three attributes.
Our Tone & Manner is the expressive style we use to project the
creative concept, “Envisioning a brighter future.”
■ Creative concept
Balance between Tone & Manner attributes
SmartLively Confident
Confid
ent Li
vely
Smart
An overly staged look makes it impossible to
build a sincere brand image. And even if
s i n c e r i t y i s e v i d e n t , t h e a u d i e n c e ’ s
expectations cannot be heightened with
old-fashioned expressions. Strive for a
sophisticated look that is contemporary while
still conveying sincerity and a sense of quality.
Including too much of the content you want to
convey results in an overly explanatory look,
creating a heavy, dense impression that ends up
being counterproductive. This makes it difficult
to build expectations for our brand or products.
Express the message clearly by keeping the
content concise and presenting it boldly and
creatively.
Over-pursuing a futuristic image can result in an
excessively serious, cold look.
On the other hand, excessive familiarity and
brightness degrades the sense of trust and
quality. Aim for a look full of lively vibrancy and
warmth, that gentle evokes the wish for a
brighter future.
This Tone & Manner balance is
good for more strongly
conveying a lively image for an
existing business, etc.
good for more strongly
conveying a futuristic image for
a cutting-edge business, etc.
good for corporate
communications, etc., that cover
overall corporate activities
Confid
ent Li
vely
Smart
Confid
ent Li
vely
Smart
Tone
&
Manne
Tone
&
Manne
Tone
&
Manne
Fostering future hopes with high visual
quality, etc.
Images with a sense of sophistication
Overflowing with a confidence that
sparks creativity
Bold images
The spirit of challenge and joy born of
our passion
Dynamic images
Tone & Manner
42

Communication StyleE-03 Worldview Based on the Creative Concept and Tone & Manner
43

This page shows examples of on-brand and off-brand
images featuring product-related motifs. The on-brand
examples are based on the creative concept and express the
three Tone & Manner attributes. Conversely, the off-brand
examples are not based on the creative concept and fail to
reflect the intention of the Tone & Manner.
When producing product-related images, don’ t just show
product features; be sure also to convey a sense of trust,
quality, future, and advancement. Strive to foster
expectations for AGC’ s creativity.
When producing product-related images, strive for a look that conveys a
sense of trust, quality, future, and advancement.
Creative concept
Tone & Manner
Lively
Smart
Confident
Envisioning
a brighter future
On Brand
Off Brand
Images that feature futuristic, cutting-edge
motifs but still create a lively impression
Artificial images that are busy and lack
sophistication
Images that conjure a sense of warmth but
still have a sense of the future
Artificial, unnatural images that fail to
convey a contemporary feel
Images with a dynamic composition that
delivers a powerful sense of movement
Images with motifs intended to convey
motion, but which are still explanatory and
mediocre
Explanatory images with poor visual quality
Images that heighten the sense of
expectation with a simple composition
focusing on a characteristic part of the
product
Product-Related Images
44

Creative concept
Tone & Manner
Lively
Smart
Confident
Envisioning
a brighter future
images featuring material-related motifs. The on-brand
When producing material-related images, don’ t just show
the characteristics of the material; be sure also to convey a
sense of trust, quality, future, and advancement. Strive to
foster expectations for AGC’ s creativity.
When producing material-related images, strive for a look that
conveys a sense of trust, quality, future, and advancement.
On Brand
Off Brand
Images that call to mind the future with a
natural impression of gentleness and
transparency
Images that make a bright impression and
evoke liveliness and delight
Excessively staged images that don’ t look
contemporary
Images the fail to project a lively image or
sense of the future
Dynamic images that project a sense of the
future and suggest creativity for the viewer
Explanatory, artificial images
Images with an advanced, clean look that
also feel soft and gentle
Heavy images that convey no warmth at all
Material-Related Images
45

images featuring people-related motifs. The on-brand
When producing people-related images, make all
stakeholders the subject of the motif and convey sincerity
with lively, forward-looking facial expressions and scenes.
On Brand
Off Brand
When producing people-related images, strive for a look that conveys sincerity
with lively, forward-looking facial expressions and scenes.
Images of people with a natural, serious
look in their eyes, which convey a sincere
impression
Images showing a lively facial expression,
which heighten expectations for the future
Images with a clear subject that have a
warm, lively look
Explanatory images with no forward-looking
feel
Images with a forward-looking, natural
facial expression, which portray enthusiasm
and a proactive attitude
Images with an artificial look and a
complicated view of the future, which make
an insincere impression
Images that fail to give a lively impression
due to an uneasy facial expression or dull
colors
Images that have bright colors but still fail to
convey a lively impression due to a
low-quality, unnatural composition
Creative concept
Tone & Manner
Lively
Smart
Confident
Envisioning
a brighter future
People-Related Images
46

images featuring environment-related motifs. The on-brand
When producing environment -related images, strive for the
look that evokes a bright future by employing dynamic
motifs and compositions expressing the grandeur of nature,
full of life.
On Brand
Off Brand
When producing environment-related images, strive for the look that evokes a bright future
by employing dynamic motifs and compositions expressing the grandeur of nature, full of life.
Images that use a close-up view to convey
even more dynamism
Images whose motifs have a sense of scale
which creates a dynamic look
Images whose composition projects a sense
of depth, which convey an urban scale and
sense of dynamism
Explanatory, artiﬁcial images Explanatory images with a mediocre look Images where the motif or sense of scale is
lost due to a flat composition
Images whose composition projects a sense
of depth, which convey a natural scale and
sense of dynamism
Images where the motif or sense of scale is
lost due to poor composition
Creative concept
Tone & Manner
Lively
Smart
Confident
Envisioning
a brighter future
Environment-Related Images
47

Depending on the medium and the subject of the appeal,
the balance among the three attributes of the Tone &
Manner may vary, but none of the attributes should ever be
entirely missing.
This page shows examples of balanced use of the Tone &
Manner. Be intentional about ensuring that visual
communications reflect the three attributes.
Be intentional about ensuring that visual communications reflect the
three attributes.
Confid
ent Li
vely
Smart
Confid
ent Li
vely
Smart
This example of Tone & Manner balance is good for
more strongly conveying a futuristic image for a
cutting-edge business, etc. The goal is to focus the
appeal on AGC’ s creativity, and the confidence behind
it, by using sophisticated images.
This example of Tone & Manner balance is good for
more strongly conveying a lively image for an existing
business, etc. The goal is to foster a sense of
expectation for a bright future by using sophisticated
yet lively images.
Confid
ent Li
vely
Smart
This Tone & Manner balance is good for corporate communications, etc.,
which cover overall corporate activities. As shown in the examples below, the
balance of Tone & Manner attributes may vary depending on the business
field and content, but when presenting an overview of all corporate activities,
the goal is to achieve a look that equally balances the attributes.
Tone
&
Manne
Tone
&
Manne
Tone
&
Manne
Creative concept
Tone & Manne
Lively
Smart
Confident
Envisioning
a brighter future
Balanced Application of the Tone & Manner
48

Applied DesignsF-01
Here is the business card design.
The entire AGC Group uses the same business card design.
A design intended to promote the brand statement is
available for the back side of business cards.
* For detailed specifications, refer to the Applied Design Guidelines.
■ Preferred version
■ When displaying a business brand name or product brand
■ Design featuring brand statement on the back of the card
Taro Tokyo
Manager
Tel:32-1234-5678 Fax:32-1234-5678
Tel:32-1234-5678 Mobile:+81-80-1234-5678
AGC Chemicals
Taro Tokyo
Manager
Tel:32-1234-5678 Fax:32-1234-5678
Tel:32-1234-5678 Mobile:+81-80-1234-5678
Business Cards
50

Applied DesignsF-02
The design for envelopes is shown here.
Envelopes are produced based on the basic portrait or
landscape orientation designs, with modification of the
information to be indicated depending on the purpose of
the envelope.
■ Basic envelope design
1-5-1, Marunouchi, Chiyoda-ku, Tokyo 100-8405 JAPAN
Envelopes
51

Applied DesignsF-03
Here are some designs for facility-related signs.
500m
This page shows designs for signage used at facilities such as
plants or research labs. Sign designs display the group brand
logo independently, and as a general rule position the
company name, facility name and other information within
the graphic element.
* Signs that prioritize displaying direction and distance over
presenting a company or facility name are an exception to this rule.
■ Design examples
Gate sign Monument sign
Direction sign
Blade sign
Signs

Applied DesignsF-04
AGC GROUPS
CSR REPORT
2019
Here are some designs for corporate literature.
This pages shows design samples for corporate literature
such as corporate profiles and environmental reports. Either
the logo lockup or emblem-type corporate logo may be
used. Use the graphic element to create layouts with
originality and consistency.
■ Design examples
AGC REPORT
2019
AGC Groups
Environmental Report
2019
A brighter world is
a better worldr
Literature: Corporate
53

Applied DesignsF-05
AGC Glass Europe
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Here are some designs for business-related literature.
This pages shows design samples for business-related
literature such as business profiles and product catalogs.
Either the logo lockup or emblem-type corporate logo may
be used. Use the graphic element to create layouts with
originality and consistency.
* The layout should ensure that the group brand logo and brand
statement are distinct from any business brand name or
individual message. All information related to the business brand
should be placed within the graphic element.
■ Design examples
Lumiflon®
溶剤可溶型フッ素樹脂
［ルミフロン］
AGC Chemicals
AGC オートモーティブ
事業案内
AGC Automotive
Dragontrail®
高耐傷性高硬度ガラス
［ドラゴントレイル］
Literature: Business
54

* The logo may be displayed in reverse only when the background color is AGC Blue.
(Refer to page A-02 of these guidelines.)
Contact
Corporate Communications & Investor Relations Division
E-mail : agc.brand@agc.com
(After July 2018, AGC Inc.)
55

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