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Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
Blenheim brand guidelines by Neon
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Blenheim brand guidelines by Neon

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Creating a brand ID & brand guidelines

Creating a brand ID & brand guidelines

Published in: Marketing, Technology, Business
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  • 1. BrandGuidelines Usingandimplementingtheidentity
  • 2. Contents The Logo 03 Logo clear space and minimum size 04 Core Colour Palette 05 Extended Colour Palette 06 The Typeface 08 Grid Principles 09 Photography 10 Web style 13 PowerPoint 14 Emails 15 Stationery 16 Advertising 17 Blenheim Capital Services: The Logo 20 Logo clear space and minimum size 21 Emails 22 Stationery 23 Contacts
  • 3. 3 This is the Blenheim Capital Partners logo in all its colour ways. The logo can appear centered, right or left aligned on applications. The logotype comes in both a stacked and horizontal version, the preferred choice is stacked. The logo is a fixed artwork. It must not be altered or recreated in any way. The Blenheim Capital Partners logotype and symbol should always retain the relationship shown here. Neither the encircled letter B symbol nor the typography should be used independently of the other. Never reverse the coloured logo out of a background colour, in this instance the white out option should always be used. Logo Colour Palette Stackedandhorizontal TheLogo Pantone Black c CMYK 60.40.40.100 RGB 0.0.0 HEX 000000 Pantone White CMYK 0.0.0.0 RGB 255.255.255 HEX FFFFFF Pantone 282 c CMYK 100.87.41.47 RGB 0.31.71 HEX 002147 Stacked version Horizontal version
  • 4. 4 ClearSpaceandMinimumSize To ensure that the Blenheim Capital Partners logo always appears clearly and unobstructed, it is important to provide an area of clear space around it. The minimum clear space areas are shown here. No other object should appear within this area at any time, and where possible, this clear space should be increased. TheLogo The logo should always be legible and must never lose its integrity when reduced to a small size. To ensure this, the logo should never appear smaller than the sizes shown here. 23mm 30mm
  • 5. 5 CoreColourPalette The core colour palette will underpin the corporate style of the brand. These colours will be instantly recognisable as Blenheim material. Broader colour palettes exist for specific audiences and uses. Using the core palette will help maintain consistency and cohesion in the presentation of the Company. Wherever possible these colours should be printed as special or spot colours. By specifying the Pantone® references, the printer should be able to match them perfectly. Blenheim Blue Spot: Pantone 282 CMYK: 100.87.41.47 RGB: 0.31.71 HEX: 002147 Blenheim Grey Spot: Pantone Cool Grey 9 CMYK: 56.47.44.11 RGB: 116.118.121 HEX: 747679 Blenheim Black Spot: Pantone Black CMYK: 60.40.40.100 RGB: 0.0.0 HEX: 000000 ColourPalette
  • 6. 6 ExtendedColourPalette The extended colour palette will provide the flexibility needed to effectively communicate the broad subject base, and with different target audiences. The palette includes colours that are both vibrant and confident as well as those that are more composed and considered – allowing you to select colours to suit the nature of your need. The breadth of the palette enables us to communicate the standing and professionalism of Blenheim as well as its dynamic future focus. The palette offers a wide range of blue tones which reinforce the corporate look. The brighter blues should be used more sparingly and confined to small areas. For example Cyan can be used for bullet points or highlighting important text, but it is not intended for a solid page colour. If a solid blue is used as a full page bleed the Blenheim blue must be used from the core colour palette. Adherence to the colour palette will help to provide cohesion across materials. ColourPalette Pantone 7527 13.12.18.0 Pantone 283 34.6.0.0 Pantone Cool Grey 6 0.0.0.40 Pantone 7462 99.66.24.6 Pantone Cool Grey 11 0.0.0.80 Pantone 302 100.38.0.51 Pantone Black 0.0.0.100 Pantone 281 100.89.31.30 Pantone Cool Grey 3 0.0.0.20 Pantone 2925 87.27.0.0 Pantone 628 15.0.6.0 Pantone Cyan 100.0.0.0 Pantone 312 100.0.15.0 Pantone 634 100.0.8.47 Pantone 2975 34.0.0.0 The range of blues available are to support the Blenheim blue in its use as a highlight or rule/bullet point colour. This wide range can be particularly useful for charts and graphs, adding variety while complementing any photography that has a blue bias. Black and the Cool Grey colours are used for text which can also include bullet points and rules. Cool Grey 3 and Pantone 628 can be used when using very large text or letters as a graphic tool. Pantone 7527 can be used to give the look of a varnish. Pantone Black Pantone Cool Grey 6 Pantone Cool Grey 11 Pantone Cool Grey 9 Pantone Cool Grey 3 Pantone 628 Pantone 7527
  • 7. 7 ExtendedColourPalettefordiagrams/barchartsandgraphs The extended colour palette will also incorporate other colours for use on bar charts and graphs used in annual reports and internal documents. Using these and the other extended colours will ensure clear distinction between each element in a diagram such as a bar chart. These colours are not to be used in large areas or on the main principle document, they have been specifically selected to be used sparingly on graphic diagrams such as bar charts. ColourPalette Pantone 331 18.0.15.0 Pantone 3275 91.0.51.0 Pantone 321 100.0.30.23 Pantone 329 100.0.47.47 Pantone 3255 47.0.30.0 Pantone 396 11.0.100.0 Pantone 384 15.0.100.30 Pantone 364 72.0.100.43 Pantone 3308 100.0.60.72 Pantone 390 18.0.100.6
  • 8. 8 There is one typeface used on all Blenheim applications and materials and that is Expert Sans and Serif in all its weight forms. Italic variants should only be used for highlighting quotes or titles. For headlines or displays, the fonts can utilise reduced or increased kerning (letter-spacing) or leading (line-spacing) to achieve a desired effect or style. Kerning should never be below -40 or exceed +50, as a general rule of legibility. Typeface Expert Expert Sans Extra Light Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Sans Extra Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Sans Light Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Sans Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Sans Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Expert Sans Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Sans Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Sans Regular Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Sans Regular Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Sans Extra Bold ABCDEFGHIJKLMNOPQRSTUVWX abcdefghijklmnopqrstuvwxyz 0123456789 Expert Serif Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Serif Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Serif Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert Serif Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Expert
  • 9. 9 TheGrid BasicGridprinciples A4 Centred Two Column A4 Left Aligned Two Column A4 Three Column A4 Left Aligned Single Column There are four ways that text can be applied to an A4 page, a centred two column, left aligned two column, three column and a left aligned single column. Using this rule all material published will look cohesive and part of the same corporate suite. The grid shown opposite can be adapted to any format as long as the general principle is adhered to.
  • 10. 10 Photography–CriteriaforSelection Photography Images are a key element of the identity management framework. They help to express the organisation, communicating our messages and our style. That it is: Inspiring Modern and future focused Dynamic and leading edge Alive and real When commissioning or selecting images the following prompts should be considered: l Is the image uplifting and inspiring? l Does it convey ambition and determination? l Does the image feel real rather than contrived or posed? l Does it portray Blenheim with integrity? l Is the image modern, dynamic, advancing? Blenheim has a global reach in its business and partnerships and as such the photography should reflect this. A good example of an image to use is one that incorporates many countries and continents such as a globe. Photography can be in 4 colour spectrum or have a distinct blue bias to reflect the core corporate palette. Photographs can represent real life or be abstract in nature to represent a concept or idea. Global/International City/Modern/Dynamic/Business People
  • 11. 11 Photography StockLibrary The photographs on the next two pages show our stock library. Any picture can be chosen that is appropriate for the application. If the budget allows a commissioned or photograph from a commercial photo library can be used. This page shows photographs with a blue bias covering the areas of global, industry and technology sectors.
  • 12. 12 Photography StockLibrary This page shows photographs with a full colour spectrum.
  • 13. 13 ScreenIdentity WebStyle The design for the website should reflect the same look and feel as on all other Blenheim platforms and applications. The general principles concerning logo, typeface, colour, style of photography etc. must be adhered to. This is a fundamental factor in bringing consistency to all key items. It is important to show Blenheim’s global and international presence as the world’s leading offset arranger. This can be done through good use of photography and imagery, ideally with a blue bias to the images used. Examples of how web pages should look are shown opposite.
  • 14. 14 PowerPoint PowerPoint presentations and documents will use many of the constant components of the Identity Management system (i.e. logo placement, identity band, typeface, grids). They will be produced in the Expert typeface unless other text is being imported as a graphic element. The title slide carries the Blenheim Capital Partners logo right aligned at the top of the slide. On all other slides the Company logo must appear at the base of the slide, right aligned. It is vital that the Company is identified throughout the course of any presentation or print out. The presentation or printed PowerPoint document should be produced using the core Company colour palette. It is also recommended that wherever possible this colour scheme be used in situations where several different presentations are being made by the Company at the same venue or event. This will help the Company to appear more professional in these situations. If presentations or documents are for more subject specific purposes or intended for more local use, they can be produced using colours from the wider palette to fit with other linked materials. ScreenIdentity
  • 15. 15 Emails ScreenIdentity First Name Last Name Job Title Telephone: +44 (0)20 7XXX XXXX Fax: +44 (0)20 7XXX XXXX Email: firstname.lastname@blenheimcapitalpartners.com www.blenheimcapitalpartners.com Emails should always be finished with an email signature to maintain a professional and corporate impression. It gives the recipient all forms of communication and contact details and a link to our website. The example opposite shows how this email signature should look.
  • 16. 16 Stationery StandardStationery To convey a smart, professional image a suite of stationery has been designed to give a coherent, unified look to our communications. To order stationery, contact xxxxx. Stationery should not be ordered from any other source. This will ensure consistency in paper and print quality. . Trafalgar Court, Admiral Park, St Peter Port, Guernsey, GY1 3EZ Telephone: +44 (0)20 7XXX XXXX Fax: +44 (0)20 7XXX XXXX Email: info@blenheimcapitalpartners.com www.blenheimcapitalpartners.com Trafalgar Court, Admiral Park, St Peter Port, Guernsey, GY1 3EZ Telephone: +44 (0)20 7XXX XXXX Fax: +44 (0)20 7XXX XXXX Email: info@blenheimcapitalpartners.com www.blenheimcapitalpartners.com With Compliments Blenheim Capital Partners Trafalgar Court, Admiral Park, St Peter Port, Guernsey GY1 3EZ Telephone: +44 (0)20 7XXX XXXX Mobile: +44 (0)7XXX XXXXXXX Fax: +44 (0)20 7XXX XXXX Email: firstname.lastname@blenheimcapitalpartners.com www.blenheimcapitalpartners.com First Name Last Name Job Title
  • 17. 17 Marketing Blenheim Capital Partners adverts may be presented in full page A4 format. These follow the same rules and principles layed out in these guidelines in terms of grid, typeface, colour etc. Use the examples opposite as a guide to designing an A4 advert. Advertising–Singlepage Ranged left alignment Centered alignment
  • 18. 18 Marketing Blenheim Capital Partners adverts may also be presented in double page spread format. These follow the same rules and principles layed out in these guidelines in terms of grid, typeface, colour etc. Use the examples opposite as a guide to designing a double page advert. Advertising–Doublepage
  • 19. 19 IdentityGuidelines
  • 20. 20 This is the Blenheim Capital Services logo in all its colour ways. The logo can appear centered, right or left aligned on applications. The logotype comes in both a stacked and horizontal version, the preferred choice is stacked. The logo is a fixed artwork. It must not be altered or recreated in any way. The Blenheim Capital Services logotype and symbol should always retain the relationship shown here. Neither the encircled letter B symbol nor the typography should be used independently of the other. Never reverse the coloured logo out of a background colour, in this instance the white out option should always be used. Logo Colour Palette Standard TheLogo Pantone Black c CMYK 60.40.40.100 RGB 0.0.0 HEX 000000 Pantone White CMYK 0.0.0.0 RGB 255.255.255 HEX FFFFFF Pantone 282 c CMYK 100.87.41.47 RGB 0.31.71 HEX 002147 Standard version
  • 21. 21 ClearSpaceandMinimumSize To ensure that the Blenheim Capital Services logo always appears clearly and unobstructed, it is important to provide an area of clear space around it. The minimum clear space areas are shown here. No other object should appear within this area at any time, and where possible, this clear space should be increased. TheLogo The logo should always be legible and must never lose its integrity when reduced to a small size. To ensure this, the logo should never appear smaller than the sizes shown here. 23mm
  • 22. 22 Emails ScreenIdentity First Name Last Name Job Title Telephone: +44 (0)20 7038 8002 Fax: +44 (0)20 7038 8132 Email: firstname.lastname@blenheimcs.com www.blenheimcapitalservices.com Emails should always be finished with an email signature to maintain a professional and corporate impression. It gives the recipient all forms of communication and contact details and a link to our website. The example opposite shows how this email signature should look.
  • 23. 23 Stationery StandardStationery To convey a smart, professional image a suite of stationery has been designed to give a coherent, unified look to our communications. To order stationery, contact xxxxx. Stationery should not be ordered from any other source. This will ensure consistency in paper and print quality. . Blenheim Capital Services Ltd., Level 33, 25 Canada Square, Canary Wharf, London E14 5LB Telephone: +44 (0)20 7038 8002 Fax: +44 (0)20 7038 8132 Email: info@blenheimcapitalservices.com www.blenheimcapitalservices.com Blenheim Capital Services Ltd., Level 33, 25 Canada Square, Canary Wharf, London E14 5LB Telephone: +44 (0)20 7038 8002 Fax: +44 (0)20 7038 8132 Email: info@blenheimcapitalservices.com www.blenheimcapitalservices.com With Compliments First Name Last Name Job Title Blenheim Capital Services Ltd., Level 33, 25 Canada Square, Canary Wharf, London E14 5LB Telephone: +44 (0)20 7038 8002 Fax: +44 (0)20 7038 8132 Email: firstname.lastname@blenheimcs.com www.blenheimcapitalservices.com
  • 24. Contact 3 Sheldon Square, Level 2, London, W2 6HY Tel: + 44 (0)207 266 7010 Fax: +44 (0)207 266 7057 Email: info@blenheimcapitalpartners.com www.blenheimcapitalpartners.com

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