The goal is to ensure a unified and consistent brand appearance across all communication channels. Strictly adhere to the specifications provided here when creating any materials.
ⓘ The manual includes specific examples of correct and incorrect usage (Don’ts sections).
ⓘ The manual is updated continuously. Always refer to this online version.
The Renetra logo consists of two elements: the graphic symbol („R“ mark) and the wordmark (RENETRA lettering). The symbol and the wordmark form one inseparable unit and must never be used separately — except for the approved standalone use of the symbol as a favicon/app icon or social media avatar.
The logo includes the registered trademark symbol ® placed after the word RENETRA. This symbol is a fixed part of the logo and must never be removed, disproportionately resized, or otherwise altered in any application.
A. Standard Logo – Positive
The primary logo variant intended for use on a white or very light background. This is the default version for most applications.
ⓘ Use whenever the background allows.
B. Inverted Logo – Negative
The variant intended for use on a dark background or dark areas of photographs.
ⓘ Serves to ensure maximum contrast and legibility.
C. Monochrome Variant – Solid Black
A simplified logo version in 100% solid black. Used exclusively for specific technological processes such as single-color printing, embossing, engraving, plotter cutting, or screen printing.
ⓘ Do not use for standard digital or full-color communication.
D. Standalone Symbol – Icon
The variant without the wordmark. Intended for formats with strictly limited space.
ⓘ Permitted for favicons, social media profile pictures, and app icons.
For communication with Chinese partners and customers, a regional logo variant is available, which adds the Chinese company name (雷内特拉) below the main logo (symbol + RENETRA wordmark).
This variant is used exclusively in communication intended for Chinese-speaking stakeholders (materials, websites, presentations for the Chinese market) and does not replace the standard logo in global communication.
The rules for the standard logo (protected area, minimum size, colour variants, don’ts) apply equally to this variant — the Chinese text is always placed below the main logo, in Renetra Navy, aligned to the same width as the RENETRA wordmark.
The protected area defines the minimum clear space around the logo that must remain free of any other graphic element, text, or page edge. The size of the protected area is derived from the height of the „R“ symbol (unit X) — a minimum clearance of 0.5× X must be maintained on all sides of the logo.
The decorative pattern made of the repeated symbol (as seen in the letterhead application and cover pages) is a separate brand identity element and does not define the protected area — it serves as a supplementary visual motif for print materials and merchandise.
The minimum size of the main logo is 50 mm in width — the standard recommended size for regular print and digital applications. In justified exceptional cases (e.g. small items, pens, small icons), the size may be reduced to an absolute minimum of 30 mm, always with legibility preserved.
For digital use (web, email, presentations), a minimum width of 160 px is recommended for the standard size, and 120 px for the absolute minimum.
The Renetra logo must never be:
Renetra Navy – hlavní barva pro text, logo a klíčové grafické plochy
HEX #002649 · RGB 0/38/73 · CMYK 100/48/0/71 · RAL 5026*
Renetra Orange – akcentní barva pro zvýraznění, CTA prvky a nadpisy
HEX #F07D00 · RGB 240/125/0 · CMYK 0/48/100/6 · RAL 1007*
Renetra Blue Grey – podpůrná barva pro grafické prvky, ikony, sekundární texty a plochy
HEX #8B979E · RGB 139/151/158 · CMYK 12/4/0/38 · nejbližší RAL 7001
Renetra Light Grey – neutrální barva pro pozadí, tabulky a jemné oddělovací plochy
HEX #EAEAEA · RGB 234/234/234 · CMYK 0/0/0/8 · nejbližší RAL 9003
Primary typeface: Raleway
Raleway is Renetra’s main corporate typeface for all graphic communication (print, web, presentations, social media). Its clean, geometric character complements the angularity of the logo.
License
Copyright 2010 The Raleway Project Authors (impallari@gmail.com), with Reserved Font Name „Raleway“.
This Font Software is licensed under the SIL Open Font License, Version 1.1 . This license is copied below, and is also available with a FAQ at: https://openfontlicense.org
SIL OPEN FONT LICENSE Version 1.1 – 26 February 2007
Secondary typeface (office documents): Arial
For everyday corporate communication (Word, Excel, PowerPoint, emails), we recommend using Arial Regular/Bold, since Raleway may not be installed on all company devices, and Arial ensures full cross-system compatibility.
Headline colour:
Headlines are set in Renetra Navy (on light backgrounds) or white (on dark backgrounds). Highlighting one word/phrase within a headline is possible in Renetra Orange. No more than two colours may be combined in a single headline, and never more than one highlighted word/phrase.
The height of the Single Wave/Single Line area at the bottom of the layout is always derived from the logo’s protected area — i.e. from unit X (the height of the „R“ symbol). As shown in the first two formats (1:1), the logo’s protected area defines the exact boundary up to which the wave/line extends, with the logo positioned on the left within that boundary. This principle applies across all formats regardless of aspect ratio.
The same principle applies to the variant on a solid navy surface (see „Application“ above) — the logo’s protected area remains unchanged regardless of the colour treatment and defines the extent of the white area containing the logo at the bottom of the layout.
Headlines
A headline is always max. 2 lines. The first line is set in Renetra Navy (on light backgrounds) or white (on photo/dark backgrounds); the second line contains one highlighted word/phrase in Renetra Orange — the rest of the line stays in the same colour as the first line. Below the headline follows a short subline (intro text) in a smaller size, in Renetra Blue Grey.
Column text
The main body content of a page is arranged into 3 columns of equal width with a consistent gutter between them. Paragraphs flow column by column (left to right), not in parallel across columns.
Highlight box
One of the text columns/blocks may be highlighted with a solid Renetra Navy fill and white text — used for a key message, quote, or important note that should stand out from regular body text. Never use more than one highlight box per page.
Tables
Table header: solid Renetra Navy fill, white text, CAPS, bold.
Table body: alternating white / light grey (Renetra Light Grey) rows for readability — this is the only permitted use of a flat light colour as row „striping“ (an exception to the no-tints rule in section 7).
The highlighted/first data row may be filled with Renetra Orange and white text to visually distinguish it (e.g. the main/recommended product).
Product photo callouts
When labelling product details (e.g. technical drawing, exploded view), leader lines in Renetra Orange are used to connect a specific point on the photo to a text label. Labels have two levels: the element name in bold Navy or Orange, with a shorter descriptive line in grey below it.
Page footer
A consistent footer, separated by a thin rule, repeats at the bottom of every page/material: logo on the left, contact details (website, phone, email) in the middle, QR code, address, and document code on the right. The footer format is always identical across all pages of a single material.
Product photography
Product photos are placed without a frame, on a neutral (white) background, directly within the text grid — no drop shadows or borders.
Decorative pattern
On selected pages (e.g. chapter opener pages), a subtle decorative pattern made from the logo symbol (see Logo chapter) may be used in the top corner as a supporting graphic accent — always in a reduced/translucent form, never as a dominant element.
Portrait photography of employees and the team is shot against a consistent navy background (Renetra Navy), ensuring a coherent, professional, and recognisable visual style across all materials.
The Renetra business card follows a clean, professional layout that reflects the brand’s identity as a trusted expert in industrial pumps. The design combines the corporate Navy Blue border with a subtle Single Wave graphic element in Orange, rendered as a repeating pattern in a lighter tint to add depth without overwhelming the content.
Key contact information — name, position, phone, email, and address — is presented in a clear hierarchy using Raleway typography, ensuring readability at a glance. The Renetra logo is placed prominently at the bottom left, paired with the website address on the right to maintain visual balance.
Layout guidelines:
Usage:
This layout should be used consistently across all employee business cards, with only the name, title, and contact details changing per individual.
Generating a QR code for business cards: https://qrgenerator.cz/#vcard
The exhibition stand design translates Renetra’s core brand elements into a physical, three-dimensional format. The dominant Navy Blue back wall creates a strong, professional backdrop for the headline message, while the Orange accent wall on the right highlights key industry sectors the company serves. A large product visual and a supporting photograph reinforce credibility and showcase real-world application.
Layout guidelines:
Please always make a copy of the document before making any edits. Ideally, make all edits directly in Google Docs. Converting the document to another presentation platform does not guarantee that the original design will be preserved.
Instructions for using the email signature
To set up your email signature, please follow these steps:
This keeps the signature design consistent across the whole company, while everyone only updates their own personal details.
The photographs in this section are AI-generated placeholder visuals created to demonstrate how brand colors, tone and mood should translate into photography. They are not actual RENETRA facilities, products or personnel and must not be used in final external-facing materials. These images serve as a visual reference for photographers, agencies and internal teams when commissioning or selecting real photography — matching color palette, lighting mood and composition style to the RENETRA brand identity. Once authentic photography is available, it should replace these placeholders throughout all brand materials.
AI PROMPT LIBRARY RENETRA works with AI tools to support daily communication, sales and marketing tasks. To ensure every output — regardless of who creates it — reflects a single, consistent brand voice, all AI-assisted texts must be generated using the prompts defined in this section. Each prompt should always be used together with the Master Brand Voice Prompt, which defines who RENETRA is, how it communicates, and what to avoid. Task-specific prompts below build on this foundation and should not be used on their own. Variables in brackets [ ] must be replaced with the specific context before use. Outputs should always be reviewed by a team member before publishing.
a) AI PROMPT LIBRARY RENETRA works with AI tools to support daily communication, sales and marketing tasks. To ensure every output — regardless of who creates it — reflects a single, consistent brand voice, all AI-assisted texts must be generated using the prompts defined in this section. Each prompt should always be used together with the Master Brand Voice Prompt, which defines who RENETRA is, how it communicates, and what to avoid. Task-specific prompts below build on this foundation and should not be used on their own. Variables in brackets [ ] must be replaced with the specific context before use. Outputs should always be reviewed by a team member before publishing.
b) Master Brand Voice Prompt You are writing on behalf of RENETRA s.r.o., a Czech manufacturer of industrial pump aggregates and special control valves for the refinery, chemical and power industries, based in Všechovice, Czech Republic, with over 19 years on the market. Tone of voice: factual, technically precise, trustworthy and calm. Write like an engineer speaking to another engineer — never like a salesperson. Avoid superlatives („the best“, „leading“, „world-class“) unless backed by a verifiable fact. Avoid marketing buzzwords and exaggeration. Audience: technical buyers, engineers, procurement specialists and project managers in heavy industry — not consumers. Language: write in [Czech / English], using correct industry terminology. If writing in English, avoid direct translations from Czech phrasing (no „Czenglish“). Keep sentences clear and concise. Prioritize clarity and credibility over persuasion.
b) Functional prompts
1. Sales – quotation / inquiry
Using the RENETRA brand voice above, write a reply to the following customer inquiry: [insert the inquiry/specifications]. Include: acknowledgment of the request, a brief statement of relevant RENETRA experience, next steps (technical clarification needed / timeline for quote), and a professional closing. Length: [short email / formal quotation].
2. Sales – follow-up email
Using the RENETRA brand voice above, write a follow-up email to a customer who received a quote [X] days ago and has not responded. Reference: [product/quotation]. Keep it brief, non-pushy, and offer to answer technical questions. No pressure language, no „just checking in“ filler phrases.
3. Marketing – LinkedIn post
Using the RENETRA brand voice above, write a LinkedIn post about: [topic – completed project, company anniversary, trade fair, new equipment]. Structure: one-sentence hook stating the fact, 2–3 sentences of context, relevant hashtags (#RENETRA #pumps #czech #engineering plus topic-specific tags). Max 100 words. No emojis except where already used in previous RENETRA posts.
4. Technical documentation – simplify for the website
Using the RENETRA brand voice above, rewrite the following technical text for a non-technical website audience, without losing accuracy: [insert the text]. Keep key technical terms intact but add brief plain-language context where needed. Do not oversimplify to the point of losing precision — this is still an engineering audience, just less specialized.
5. HR – job posting
Using the RENETRA brand voice above, write a job posting for the position of [position]. Include: brief company introduction (1–2 sentences, factual), key responsibilities, required qualifications, and what RENETRA offers. Tone: professional and direct, no generic corporate phrases like „dynamic team“ or „fast-paced environment“ unless factually true.
6. Reporting – annual report / internal documents
Using the RENETRA brand voice above, structure and rewrite the following draft content for inclusion in a formal company document (annual report / internal report): [insert the source materials]. Ensure consistent terminology throughout, remove redundancy, and present facts in a clear, structured order (context → action → result). Do not add information not present in the source material.
