simplecall cookbook
brand guidelines
hi there!										5
		welcome...										6
why brand?									9
		importance of branding									10
our four pillars				...
52012 simplecall brand guidelines. All rights reserved.
hi there!
72012 simplecall brand guidelines. All rights reserved.
...to the simplecall branding guidelines. This book
was passionate...
92012 simplecall brand guidelines. All rights reserved.
why brand?
112012 simplecall brand guidelines. All rights reserved.
Branding is important because:
•	People have too many choices and...
132012 simplecall brand guidelines. All rights reserved.
our four pillars
152012 simplecall brand guidelines. All rights reserved.
purpose
purpose promise values voice
reason for our existance
172012 simplecall brand guidelines. All rights reserved.
inspiration
current market & what drives us
The technology indust...
192012 simplecall brand guidelines. All rights reserved.
our purpose was born
“to simplify and serve the world of communic...
212012 simplecall brand guidelines. All rights reserved.
promise
purpose promise values voice
the measure by which we can ...
232012 simplecall brand guidelines. All rights reserved.
what we promise
“to connect the world in a simple way”
252012 simplecall brand guidelines. All rights reserved.
values
purpose promise values voice
the foundation for our behavi...
272012 simplecall brand guidelines. All rights reserved.
values & beliefs
honesty
We feel strongly that it is wrong
when c...
292012 simplecall brand guidelines. All rights reserved.
how our values affect the user journey
technology
industry jargon...
312012 simplecall brand guidelines. All rights reserved.
brand
core
before we get to the last pillar, let’s talk about bra...
332012 simplecall brand guidelines. All rights reserved.
brand positioning
We may not be Apple yet, but we have come
up wi...
352012 simplecall brand guidelines. All rights reserved.
identity & personality
If simplecall were a person,
who would it ...
372012 simplecall brand guidelines. All rights reserved.
brand architecture brand theme
simplecall is part of a larger fam...
392012 simplecall brand guidelines. All rights reserved.
voice
purpose promise values voice
how we communicate in visual a...
412012 simplecall brand guidelines. All rights reserved.
visual & verbal voice
when writting, speaking
or designing we are...
432012 simplecall brand guidelines. All rights reserved.
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
Font edited...
452012 simplecall brand guidelines. All rights reserved.
distance height of ʻtʼ
distance width of ʻsʼ
distance height of ʻ...
472012 simplecall brand guidelines. All rights reserved.
0.75 stroke applied, outlined & added to letter form to thicken t...
492012 simplecall brand guidelines. All rights reserved.
Landscape
Landscape: Reduced version
Primary Tagline
Exclusion Zo...
512012 simplecall brand guidelines. All rights reserved.
BACKGROUND
TWO
COLOUR
FULL
COLOUR
BLACK
& WHITE REVERSED GREY REV...
532012 simplecall brand guidelines. All rights reserved.
Unacceptable
1
4
5
2
3
1
4
5
2
3
Correct
Minimum Size
Whenever ap...
552012 simplecall brand guidelines. All rights reserved.
distance width of ʻsʼ
distance height of ʻoʼ
distance width of ʻs...
572012 simplecall brand guidelines. All rights reserved.
BACKGROUND
TWO
COLOUR
LARGESCALEREDUCEDSIZE
FULL
COLOUR
BLACK
& W...
592012 simplecall brand guidelines. All rights reserved.
distance height of ʻtʼ
distance height of ʻoʼ
negative ʻsʼ should...
612012 simplecall brand guidelines. All rights reserved.
negative ʻsʼ should always remain consistent with simplecallʼs ne...
632012 simplecall brand guidelines. All rights reserved.
Primary
Landscape Landscape
Reduced size
distance height of ʻtʼ
d...
652012 simplecall brand guidelines. All rights reserved.
dark grey
CMYK 0• 0• 0• 90
RGB 65• 64• 66
HEX #414042
mid-grey
da...
672012 simplecall brand guidelines. All rights reserved.
typography
AaABCDEFGHIJKLM
NOPQRSTUVWXYZ
abcdefghijklm
nopqrstuvw...
692012 simplecall brand guidelines. All rights reserved.
imagery
Photographic images only should be used to create these d...
712012 simplecall brand guidelines. All rights reserved.
2012201120102009
illustration style iconography
In standard infor...
732012 simplecall brand guidelines. All rights reserved.
collateral
stationery
Dear Sir,
Vit istio. Ut que prae est lamet ...
752012 simplecall brand guidelines. All rights reserved.
Dear Sir,
Vit istio. Ut que prae est lamet odipsum repedi dolut u...
772012 simplecall brand guidelines. All rights reserved.
stationery continued
The envelop design is a follow through of th...
792012 simplecall brand guidelines. All rights reserved.
website
Parent Brand
This is a sample animated welcome screen for...
812012 simplecall brand guidelines. All rights reserved.
http://www.simplecall.com
contact usabout our values
our values a...
832012 simplecall brand guidelines. All rights reserved.
Sub Brand
This is an example of simplified usability. A ‘one
acti...
852012 simplecall brand guidelines. All rights reserved.
email
dear customer
Jan 2013To view this email online click here
...
872012 simplecall brand guidelines. All rights reserved.
mobile app
When creating mobile apps, adhere to the oversized
gra...
892012 simplecall brand guidelines. All rights reserved.
brochure
1
simple is effortless
when you know how
annual report 2...
912012 simplecall brand guidelines. All rights reserved.
simplcecall mobile sim card
C
M
Y
CM
MY
CY
CMY
K
mobile sim.pdf 1...
932012 simplecall brand guidelines. All rights reserved.
When creating retail or office
spaces, the following guidelines
s...
952012 simplecall brand guidelines. All rights reserved.
merchandise
MugsT-shirts
When choosing promotional items
to brand...
972012 simplecall brand guidelines. All rights reserved.
verbal voice guidelines
The brand voice should always be straight...
992012 simplecall brand guidelines. All rights reserved.
Voice Words & Phrases:
Copy writers can use these words or
phrase...
1012012 simplecall brand guidelines. All rights reserved.
Verbal Style Guide:
Tone
Provides the general feel of the writin...
1032012 simplecall brand guidelines. All rights reserved.
Descriptive Language:
To clarify and show the playful side of th...
1052012 simplecall brand guidelines. All rights reserved.
cost effective
many/numerous
assist
simple
features
standard
get...
1072012 simplecall brand guidelines. All rights reserved.
copy guidelines set 2:
simplecall business
Voice Summary:
The vo...
1092012 simplecall brand guidelines. All rights reserved.
Verbal Style Guide:
Tone
Provides the general feel of the writin...
1112012 simplecall brand guidelines. All rights reserved.
cost effective
many/numerous
assist
simple
features/solutions
st...
1132012 simplecall brand guidelines. All rights reserved.
so what now?
1152012 simplecall brand guidelines. All rights reserved.
directors and interns alike
(and everyone else in-between)
If yo...
to simplify means to eliminate the
unnecessary so that the necessary
may speak.
hans hofmann
Upcoming SlideShare
Loading in...5
×

Simplecall brand guidelines_spreads_web

387

Published on

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
387
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
17
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Simplecall brand guidelines_spreads_web

  1. 1. simplecall cookbook brand guidelines
  2. 2. hi there! 5 welcome... 6 why brand? 9 importance of branding 10 our four pillars 13 purpose 14 inspiration 16 our purpose was born 18 promise 20 what we promise 22 values 24 values & beliefs 26 how our values affect the user journey 28 brand core 30 brand positioning 32 target market 33 identity & personality 34 brand architecture 36 brand theme 37 voice 38 visual & verbal voice 40 visual voice 41 verbal voice 96 so what now? 113 it’s up to you 114 to simplify means to eliminate the unnecessary so that the necessary may speak. hans hofmann
  3. 3. 52012 simplecall brand guidelines. All rights reserved. hi there!
  4. 4. 72012 simplecall brand guidelines. All rights reserved. ...to the simplecall branding guidelines. This book was passionately put together to help give the simplecall brand its distinct personality, and to help you create marketing material consistent with the aesthetic, voice and spirit of the simplecall brand. By adhering to it as closely as possible, you can help to grow a great brand, connect with consumers on an emotional level and create a more loyal following. We trust you will find it very useful. welcome...
  5. 5. 92012 simplecall brand guidelines. All rights reserved. why brand?
  6. 6. 112012 simplecall brand guidelines. All rights reserved. Branding is important because: • People have too many choices and too little time, the company with the strongest, most resonant brand will be the one they choose. • Most offerings have similar quality and features, branding helps sets simplecall apart. • We tend to base our buying choices on trust, branding gives companies a face. Contrary to popular belief, branding isn’t a logo, products or identity. It is the feelings consumers have for a company, product or service. In this day and age, when people have a wealth of choices and limited time, we are no longer able to compare by the features and benefits of each product. What’s more, many products have almost the same features offered at the same price, so judging them in a purely rational way is impossible. “the main purpose of branding is to get more people to buy more ‘stuff’ for more years at a higher price.” Marty Neumeier – The Brand Gap Today, people are making more purchases based on the trust they have for the brand. If they believe that the service or product comes from a company that they trust, they can buy without worrying about how it compares to other similar products. People gain trust in a brand based on many factors: • what the product looks like • where it is being sold • the kind of people who are most likely to buy it, and if they can identify with them • the value of the product • what people are saying about it All of this comes together to create branding, the magic that breathes life into a company. Business is more emotionally driven than people think. Given the choice, people will choose to do business with companies that have a strong personality, both because they feel as though they can trust them and because they can more easily identify with what the company is offering. That’s why building a consistent and distinct brand is so important. Any business can market products, but it takes fantastic branding to conjure up feelings and create deep emotional connections with consumers. Without this emotional connection, consumers will not remember, care about, or do business with a company they feel are faceless and untrustworthy. the four essential pillars of branding... purpose promise values voice importance of branding
  7. 7. 132012 simplecall brand guidelines. All rights reserved. our four pillars
  8. 8. 152012 simplecall brand guidelines. All rights reserved. purpose purpose promise values voice reason for our existance
  9. 9. 172012 simplecall brand guidelines. All rights reserved. inspiration current market & what drives us The technology industry is constantly changing, filled to the brim with technical jargon and difficult for many to understand. The average technology company isn’t helping matters, bombarding consumers with offers, new products and tariffs, or, at worst misinforming their customers with exaggerated claims and deceptive advertising. The situation is further exasperated for our target consumer, who is foreign and may not speak or understand English perfectly. Result - Confused, frustrated consumers Communication is a part of everyone’s life. It transcends race, gender and age. And when it comes to making it easy for everyone to keep in touch, simplecall believes there should be a better solution. there is no better way to illustrate the problems that simplecall was created to solve than by telling the story of the inception of one of its flagship services: In the year 2006, an elderly lady from Bangladesh made her regular trip to visit her son in the UK. She was very close to the rest of the family, and so needed a way to keep in contact with her loved ones in Bangladesh during her stay. The only options available at the time were PIN based dialling systems, which required her to enter: 1. a dialling access number 2. a pin number 3. her destination number This was unfortunate as it was not a straight forward process and because she was a bit hard of hearing, it was difficult to follow the instructions. And to make matters worse, if she made a single mistake, she would have to start the process from the very beginning. Luckily, her son was Naufal Zamir, Founder and Managing Director of simplecall. Being the gregarious problem solver that he is, Naufal thought to himself, “There must be another way. Somehow I can make her life easier.” Seeing an opportunity to create a better solution, Naufal undertook a month and a half project to research, develop and test the basis for what would eventually become talk direct. He created three local numbers that corresponded to the numbers of Naufal’s mum’s closest relatives. No pin necessary and no complicated instructions to follow. Needless to say, Naufal’s mum was thrilled. She could call the most important people in her life effortlessly, just as if she were calling locally. She no longer had to rely on Naufal’s help and could call them whenever she pleased. Since the project was such a success for his mum, Naufal decided that he could help others make international calls with less hassle by bringing the service to the rest of the country. And so talk direct was born. family: the heart of simplecall
  10. 10. 192012 simplecall brand guidelines. All rights reserved. our purpose was born “to simplify and serve the world of communication with innovative solutions”
  11. 11. 212012 simplecall brand guidelines. All rights reserved. promise purpose promise values voice the measure by which we can be held accountable by our customers
  12. 12. 232012 simplecall brand guidelines. All rights reserved. what we promise “to connect the world in a simple way”
  13. 13. 252012 simplecall brand guidelines. All rights reserved. values purpose promise values voice the foundation for our behaviour and company culture
  14. 14. 272012 simplecall brand guidelines. All rights reserved. values & beliefs honesty We feel strongly that it is wrong when companies cheat and misinform consumers. We believe that every interaction we have with our customers is part of a much larger relationship. In order for that relationship to have value and continue to flourish, it must be built on trust. This is why we have an unshakeable commitment to being straightforward, honest and completely transparent with our consumers and have firmly built it into our ethos. We have many examples of this in our company. One of the major ones is that we allow customers to view online call history so customers can see how we are charging them. This transparency is what builds trusts with our customers by increasing our accountability and reliability. ‘We say what we do and do what we say.’ excellence We believe that mediocrity is our nemesis. Our company has been dedicated to doing things better and with more elegance than our competitors. We strive for excellence and aspire to perfection in all that we do. We know that every call is important to you and has meaning, so we strive to maintain a level of excellence and clarity that exceeds expectations. We believe our company doesn’t exist just to make money, but to make a difference in people’s lives. This attitude has brought about a high quality service which stands out from the crowd and whose reputation has spread like wildfire, leading it to great success. We have even been recognised by the Sunday Times Tech Track in both 2011 and 2012 for being one of the UK’s fastest growing technology companies. ‘What matters to you, matters to us’ innovation We exist in an industry that demands innovation. It is only through this bold innovation that we can achieve a better, simpler solution for the communication needs of our customers. If we stagnate, we stop being relevant, become dull and stop helping our customers. Thankfully, we are a company of problem solvers. We are bursting at the seams with new ideas. We never stagnate. Innovation is a passion that burns deep inside and drives us to create unique solutions that make customers’ lives easier. Although we create simple, easy to use solutions, the process that it takes to create them is anything but. Our team is made of the brightest, most creative problem solvers in the business, and they work hard to create unique technologies that stand out from the crowd. You can see this in the development of our in-house software that gives us full control and allows us to offer the convenient service we are famous for. ‘We may be small, but that doesn’t stop us from thinking big.’ people We see our competitors designing solutions that aren’t built with the consumer in mind, giving the frustrated user no reason to come back. It is our belief that the only way to be focused on the customer is to be focused on simplicity. Our philosophy of innovating by subtraction, removes unnecessary processes until we are left with what’s truly important. This then creates powerful, flexible tools that are easy for everyone to use. All elements that don’t contribute to the clarification of the service are superfluous and only have a negative impact on the usability of the service. This mentality of simplification can be seen though our brand voice, design, language, as well as the products and services we offer. Our pin less dialling service, talk direct, for example, makes the process of calling invisible, leaving our consumers only with the memory of what’s important, the connection made, rather than the frustration of the process, “oops, I missed a digit, I’ll have to start again.” This is what brings our customers back time and time again. ‘Making the complex simple for your convenience’ the company was founded in 2007 with these values at its core telecoms industry: many offer & tariffs technology industry: jargon complex taking advantage of situation by cheating/misselling mediocrity & substandard solutions stagnation caused by lack of forward thinking people focused honesty excellence innovation brand voice, plus simplicity in products & services offering call history shows our transparent nature fast track recognition in 2011 & 2012 inhouse software developed foreigners: 1st language not english profits driven, not passion drivenindustry norm our competitors our values born example in our products/services the journey to our values
  15. 15. 292012 simplecall brand guidelines. All rights reserved. how our values affect the user journey technology industry jargon foreigners: 1st language not english telecoms industry littered with offers & tariffs problem 2 problem 3problem 1 solution 1 solution 2 some companies take advantage of the situation & missell for financial gain simplecall cleans up the mess by being: • honest • people focused consumer: • frustrated • cheated • uninspired consumer: • happy • relaxed • returns again & again p/min consumer uninspiered by lack of innovation & recieves substandard service with hidden charges add to this: innovation excellence
  16. 16. 312012 simplecall brand guidelines. All rights reserved. brand core before we get to the last pillar, let’s talk about brand core
  17. 17. 332012 simplecall brand guidelines. All rights reserved. brand positioning We may not be Apple yet, but we have come up with some great, small innovations, and we aspire to make a huge breakthrough. Although our prices are affordable, we are not the cheapest and do not want to be seen as an economy brand, so we aren’t for everyone. our emphasis is on the quality service we offer and convenience of our effortless solutions. We are aimed mainly at an audience that is comfortable with the use of technology in their everyday lives. Our customers are made up largely of foreign people living in the UK who need an affordable, hassle free way to communicate with people in their native country. These can be broken down into several categories: • Expats • Extended stay visitors • Immigrants • Overseas students Although each group is different, all of them value the great service, simplicity and affordability of simplecall. They are driven largely by three things: 1. Family Values Our customers tend to have very strong family values, so staying in touch is very important to them. That’s why our service is such a critical part of our offering. Our customers need to be assured that they can always reach the ones they love, no matter what. 2. Convenience The target market also has busy lives, so they want to know that they are dealing with a company that understands their specific needs. They want to be able to communicate without too much effort or wasting too much time. What’s more, many of our customers are not native speakers of English, so it is important to them that the process be as straightforward as possible. target market simplecall business Our business customers are made up of small to medium sized national and international enterprises. Our clients are those that have had the drive, ambition and smarts to build their own company from the ground up. They take business very seriously and have no patience for anything but the best, both in terms of product and customer service. 3. Community Since many of our customers are living away from home, they often treat their community as their extended family. We try to give our customers the sense that they are welcome members of our own little simplecall community, and that we truly care about their problems and keeping them in touch with their home countries. They are Smart and Motivated: Only someone who is smart and very motivated would go outside their comfort zone by living in another country. Most of our customers have sacrificed the comforts of living with their own language and culture to provide for their family, further their career or further their education. simplecall talk, simplecall lounge, simplecall mobile
  18. 18. 352012 simplecall brand guidelines. All rights reserved. identity & personality If simplecall were a person, who would it be? By identifying a brand personality, we create more consistent, meaningful marketing. Knowing how the brand personality might react in different situations allows us to create a likeable and fully formed persona for the brand, helping to build trust with consumers and make them part of our loyal customer base. overview: simplecall is a young, intelligent, professional mother of a small family. Age range: 25-30. Occupation: Full time working mum – in a managerial role. Shopping habits: She prioritises ‘value for money’ over lowest cost. Dislikes: Dishonesty, disrespectful people, and poor quality work or products. hobbies: Interested in different cultures & business. Current affairs: She readily engages in conversations, and, more importantly, speaks clearly with knowledge of her subject. Family: This is very important to her. She enjoys taking care of others. Yoga: She cares for herself as well as others; enjoys the calm and sociable environment. Wired magazine: She likes reading and keeping abreast with technology. Coaches youth sports: Engages in community work. personality traits: Honest: Her bank has over paid her, but she will flag this with them instead of benefiting from remaining silent. Warm, friendly & welcoming: Her most noticeable feature is her warm smile. Socially responsible, active, playful and caring Smart: Able to juggle many things in life - family, work, and her community. She has witty conversation with her friends and family and keeps a positive outlook. Forward thinking & comfortable with technology: (especially when it makes her life easier) – She signs up to eBills and direct debits. Enthusiastic: She is known for being positive and energetic around the office and among friends. Professional & confident: She works full time and is good at what she does.
  19. 19. 372012 simplecall brand guidelines. All rights reserved. brand architecture brand theme simplecall is part of a larger family, simplegroup. All of the companies in the family are tied together by a unifying philosophy: • Make the complex simple • Treat customers honestly • Be passionate in everything we do The underlying philosophy of simplegroup is the idea that we are not afraid of complexity. We make the complex simple and therefore ‘complex is simple’ for us. This not just a bold statement, but it is a lifestyle and belief that inspires, motivates and demands attention. This theme should be reflected in all parts of the branding, whether it is writing copy, creating graphics, serving customers, managing accounts, managing employees or designing new products. to simplify means to eliminate the unnecessary so that the necessary may speak. hans hofmann
  20. 20. 392012 simplecall brand guidelines. All rights reserved. voice purpose promise values voice how we communicate in visual and verbal form
  21. 21. 412012 simplecall brand guidelines. All rights reserved. visual & verbal voice when writting, speaking or designing we are: • simple & clear • honest • confident • enthusiastic • warm & open Overall theme: a major component of the simplecall philosophy is the idea that there is always a simpler solution to complicated problems. This theme should be reflected in all parts of the branding. Both the visual elements and copy should emphasise the brand theme of ‘complex is simple.’ It is important when producing either visuals or copy, that the theme is fully understood and that it is made completely clear to the reader. things to keep in mind when designing across cultures: Try to always keep the layout simple, uncluttered and straightforward. It might be less fashionable, but it will help readability across different cultures. The process of reduction is essential. Minimal form can have maximum impact. However, we are not entirely minimalists. Designs should have enough warmth to convey a company whose identity is a friendly young mother. visual voice
  22. 22. 432012 simplecall brand guidelines. All rights reserved. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Font edited to create bespoke typeface for simplecall Final typeface for Large Scale logo Original Quicksand (book) typeface 0.25 stroke applied, outlined & added to letter form to thicken typeface distance height of ʻtʼ TM - should be scaled in proportion to the larger typeface Large Scale typeface in its proportion relative to the tagline abcdefghijklmnopqrstuvwxyz Font edited to create bespoke typeface for simplecall Final typeface for Large Scale logo 0.25 stroke applied, outlined & added to letter form to thicken typeface distance height of ʻtʼ TM - should be scaled in proportion to the larger typeface Large Scale typeface in its proportion relative to the tagline brandmark parent brand Bespoke Typeface Creation Wordmark Relationship to Tagline
  23. 23. 452012 simplecall brand guidelines. All rights reserved. distance height of ʻtʼ distance width of ʻsʼ distance height of ʻtʼ approx.heightisʻmʼx4 distance height of ʻoʼ width of ʻeʼ x5 LandscapeLandscape PrimaryPrimary Brandmark Anatomy of Large Scale Logo The simplecall Brandmark Final Logo Lockup Brandmark Composition The simplecall brandmark consists of two primary elements: Symbol The symbol portion of the brandmark was chosen carefully. A standard quote mark (“) is used to represent speech/communication. By inverting one side of the quote mark, an “S” is created in the negative space. The result is clever yet simple, relating back to our brand identity, a smart and intelligent mother. Furthermore, the negative space is “embraced” by the quote marks, reflecting the caring quality of a mum. Wordmark The brandmark’s wordmark was given equal thought and consideration as the symbol. It reflects both the company’s services and the brand’s personality, and has layers of meaning. When broken down, you can see that the letters are made up of the simplest shapes of geometric forms: lines and circles. These lines and circles can also be interpreted as ones and zeros, which are represented in binary code — the “language” of technology. While the zeros are already curved, the lines’ edges are further softened, suggesting the friendly and approachable personality of the brand Tagline The ‘tagline’ lockup is a derivative of the ‘primary’ compositional logo that incorporates the ‘complex is simple’ tag line text.
  24. 24. 472012 simplecall brand guidelines. All rights reserved. 0.75 stroke applied, outlined & added to letter form to thicken typeface Final typeface for Reduced Size logo 0.75 stroke applied, outlined & added to letter form to thicken typeface distance height of ʻtʼ TM - should be scaled in proportion to the main typeface Final font for Reduced Size logo 0.75 stroke applied, outlined & added to letter form to thicken typeface additional offset Reduced Size Version Brandmark Set Wordmark Relationship to Tagline - Reduced Version Reduced Size Version In circumstances where the brandmark is to appear in areas that are greatly restricted, a supplementary set of logos have been created. These versions contain an additional weight on the wordmark element for increased clarity. NOTE:  The Reduced Size version brandmarks should only be used when the standard marks are deemed unsuitable. distance height of ʻtʼ distance height of ʻoʼ distance width of ʻsʼ distance height of ʻtʼ Landscape Landscape PrimaryPrimary Brandmark Anatomy of Reduced Size Logo Final Logo Lockup
  25. 25. 492012 simplecall brand guidelines. All rights reserved. Landscape Landscape: Reduced version Primary Tagline Exclusion Zones It is important that a defined exclusion zone is maintained around the brandmark to preserve its clarity. No type or graphical elements should intrude within this area. Primary/Tagline Brandmark The exclusion zone is a space that can be easily measured using elements of the brandmark itself, instead of using mathematical accuracy. Simply use the “m” in the wordmark to measure the correct amount of exclusion space around all sides of the primary logo. Landscape Brandmark If using the landscape style of the logo, you can still use the “m” to measure the exclusion zone. But please note that in the reduced size version, the width of the “m” is used on the right side accommodating for the extra space the larger TM symbol has taken. Protecting the Brand
  26. 26. 512012 simplecall brand guidelines. All rights reserved. BACKGROUND TWO COLOUR FULL COLOUR BLACK & WHITE REVERSED GREY REVERSEDREVERSED REDUCEDSIZE TAGLINENOTAGLINE LARGESCALE TAGLINENOTAGLINE Brandmark Variations Colour Variations In situations where the full-colour versions of the brandmark cannot be employed, this range of single-colour variations is available for use. Reflex-Reflex Highlight For limited spot-colour print, vehicle decals and signage that is restricted to specified coloured vinyl stock. Reflex-Reflex Highlight or Mid-grey For limited spot-colour print. Black For facsimile transmissions or single-colour newsprint. White For use on coloured backgrounds with a mid-to-dark range tonal value. Please Note: The table opposite shows colour and layout samples only and should not be used as an example of proper use of the brandmark with the tagline at this scale.
  27. 27. 532012 simplecall brand guidelines. All rights reserved. Unacceptable 1 4 5 2 3 1 4 5 2 3 Correct Minimum Size Whenever applying the brandmark, it is important that it remains identifiable and that it should never be used below a tolerance that could compromise its integrity. Standard Brandmark Sizes When applying the brandmark, always regard the elements that are less tolerant to reduced scale (such as the wordmark or the tag line) as a guide to assessing when a logo is acceptable. The version on the left is at a size where the tagline becomes too small to read. The version without the tagline should be used in this case. The brandmark on the left in this case is the Large Scale version, which appears thicker and should only be used in larger sizes. The version on the right is the proper Reduced Size brandmark, and is the one that should be used at this size. The same goes for using the Reduced Size version in a larger size; this version should be used in smaller sizes only. This brandmark lockup has been changed. Do not change the lockup. The final two samples show how the brandmark becomes distorted if it is stretched in either direction. Always place the elements of the brandmark in the correct space and proportion.
  28. 28. 552012 simplecall brand guidelines. All rights reserved. distance width of ʻsʼ distance height of ʻoʼ distance width of ʻsʼ distance height of ʻoʼ distance width of ʻsʼ distance height of ʻoʼ distance width of ʻsʼ distance height of ʻoʼ distance width of ʻsʼ distance height of ʻoʼ distance width of ʻsʼ distance height of ʻoʼ distance width of ʻsʼ distance height of ʻoʼ distance width of ʻsʼ distance height of ʻoʼ Primary Reduced size subsidiary branding The simplecall brandmark was designed to expand into sub-brands indefinitely. These four sub-brands are consistent yet unique. Brandmark Anatomy of Sub-Brands Final Logo Lockup
  29. 29. 572012 simplecall brand guidelines. All rights reserved. BACKGROUND TWO COLOUR LARGESCALEREDUCEDSIZE FULL COLOUR BLACK & WHITE REVERSED GREY REVERSEDREVERSED Protecting the Sub-Brand: Exclusion zone Brandmark Variations Sub-Brand Verticals All existing and future sub-brands will be attributed to one of four main areas: Turquoise To represent the more traditional products and services in the domestic sector market. Green For high street simplecall lounge outlets and other potential facilities that actively encourage social activity. Red Software-based communications solutions for the business sector. Purple For retail based telecoms. White and black For circumstances where it is not possible to apply the full-colour versions (i.e. flood colour areas on literature and facsimile lead sheets). Exclusion Zones The safe area around the sub-brand logos is defined by the height of the ‘m’ top and bottom and the width of the ‘m’ on either side. No type or graphical elements should intrude within this area. NOTE:  The reduced size version logos should only be used when the standard marks are deemed unsuitable for use.
  30. 30. 592012 simplecall brand guidelines. All rights reserved. distance height of ʻtʼ distance height of ʻoʼ negative ʻsʼ should always remain consistent with simplecallʼs negative ʻsʼ negative ʻsʼ should always remain consistent with simplecallʼs negative ʻsʼ everything that follows is centered distance height of ʻtʼ distance height of ʻoʼ distance height of ʻtʼ distance width of ʻoʼ x2 distance width of ʻoʼ x2 Primary Landscape Landscape Reduced size distance height of ʻtʼ distance width of ʻoʼ x2 distance width of ʻoʼ x2 Primary Landscape Landscape Reduced size other parent brands When creating the brandmarks for other brands, the negative “S” shape remains consistently placed in relation to the other elements of the mark and to scale. For example, if you were to place the simplecall brandmark on top of the simpletravel mark, the negative space that creates the “S” will line up exactly. To create this consistency, designers should use grid lines from the simplecall logo as a guide. This ensures that the negative “S” is to scale and the type is consistent.
  31. 31. 612012 simplecall brand guidelines. All rights reserved. negative ʻsʼ should always remain consistent with simplecallʼs negative ʻsʼ negative ʻsʼ should always remain consistent with simplecallʼs negative ʻsʼ distance height of ʻtʼ distance height of ʻoʼ distance height of ʻtʼ distance height of ʻoʼ distance height of ʻtʼ distance width of ʻsʼ distance width of ʻsʼ distance height of ʻtʼ Primary Landscape Landscape Reduced size Primary Landscape Landscape Reduced size
  32. 32. 632012 simplecall brand guidelines. All rights reserved. Primary Landscape Landscape Reduced size distance height of ʻtʼ distance height of ʻoʼ distance height of ʻtʼ distance height of ʻoʼ distance height of ʻtʼ distance width of ʻsʼ distance width of ʻsʼ distance height of ʻtʼ negative ʻsʼ should always remain consistent with simplecallʼs negative ʻsʼ negative ʻsʼ should always remain consistent with simplecallʼs negative ʻsʼ Primary Landscape Landscape Reduced size
  33. 33. 652012 simplecall brand guidelines. All rights reserved. dark grey CMYK 0• 0• 0• 90 RGB 65• 64• 66 HEX #414042 mid-grey dark-grey mid grey CMYK 0• 0• 0• 50 RGB 147•149•152 HEX #939598 reflex reflex CMYK 100•75• 0• 0 RGB 0• 84•166 HEX #0054A6 reflex highlight CMYK 100• 0• 0• 0 RGB 0•174• 239 HEX #00AEEF raspberry CMYK 30•100• 0• 0 RGB 180• 30•142 HEX #B41E8E raspberry highlight CMYK 0•100• 0• 0 RGB 236• 0•140 HEX #EC008C raspberry raspberry highlight tangerine CMYK 0• 65•100• 0 RGB 244•121• 32 HEX #F47920 tangerine highlight CMYK 0• 35•100• 0 RGB 252•175• 23 HEX #FCAF17 tangerine tangerine highlight reflex highlight forest CMYK 80•10•100• 20 RGB 33•138• 61 HEX #218A3D forrest highlight CMYK 50•10•100•10 RGB 130•167• 56 HEX #82A738 reflex 2nd highlight CMYK 60• 0• 0• 0 RGB 68• 200• 245 HEX #44C8F5 raspberry 2nd highlight CMYK 0• 60• 0• 0 RGB 242•135•183 HEX #F287B7 tangerine 2nd highlight CMYK 0•15• 40• 0 RGB 255• 218•162 HEX #FFDAA2 forrest 2nd highlight CMYK 30• 0•100•0 RGB 191• 215• 48 HEX #BFD730 forrest forrest highlight raspberry secondary highlight tangerine secondary highlight reflex secondary highlight forrest secondary highlight ocean ocean highlight ocean CMYK 71• 0• 55• 0 RGB 54•186•149 HEX #36BA95 ocean highlight CMYK 58• 0• 41• 0 RGB 104•197•173 HEX #68C5AD plum plum CMYK 70•100•10• 0 RGB 113• 44•134 HEX #712C86 plum highlight plum highlight CMYK 35• 75• 10• 0 RGB 172• 94•153 HEX #AC5E99 apple highlight apple apple CMYK 50•10•100•10 RGB 130•167• 56 HEX #82A738 apple highlight CMYK 30• 0•100• 0 RGB 191• 251• 48 HEX #BFD730 strawberry strawberry highlight strawberry CMYK 0•100•100• 25 RGB 186• 20• 26 HEX #BA141A strawberry highlight CMYK 0• 65•100• 0 RGB 244•121• 32 HEX #F47920 Colour Values These swatches contain references for all of the core colours to be reproduced for print, web and other on-screen applications. In instances where none of these colour systems are considered primary reference (i.e. vehicle decals, signage, embroidery, screen printing), it is advised that a colour print proof of the CMYK and Pantone® swatches is created to enable a cross-reference. NOTE:  Avoid using specified Pantone® colours in gradients that use multiple swatch references. These tend to create undesired mid-merge effects. colour parent-brand colours sub-brand colours additional colours
  34. 34. 672012 simplecall brand guidelines. All rights reserved. typography AaABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 (?!@&£$:;.,) AaABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 (?!@&£$:;.,) AaABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 (?!@&£$:;.,) AaABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 (?!@&£$:;.,) VAG rounded - thin For pull-out phrases, introductory paragraphs and quotations. VAG rounded - bold For third-level sub headers. (to be used sparingly) VAG rounded - black For highlighting type in body copy. (to be used sparingly) helvetica - bold (print) For secondary-level sub headers and highlighted body text. arial - bold (screen) For secondary-level sub headers, highlighted body copy and to replace key typographical elements where VAG Rounded cannot be embedded. VAG rounded - light For key promotional text and headers that require maximum prominence. helvetica (print) For body copy and footnotes. arial (screen) For body copy, footnotes and to replace key typographical elements where VAG Rounded cannot be embedded. AaABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 (?!@&£$:;.,) AaABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 (?!@&£$:;.,) AaABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 (?!@&£$:;.,) AaABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 0123456789 (?!@&£$:;.,)
  35. 35. 692012 simplecall brand guidelines. All rights reserved. imagery Photographic images only should be used to create these depictions of “complex is simple”. The images should be desaturated (black and white) while colour is used in one of the following ways elsewhere in the creative: • the “S” shaped split—showing both complex and simple imagery • selective element colouring—using only simple imagery • line illustration—2 colours used from the colour palette introducing simpletravel... ...the expert, one-stop travel service from simplecall (0) 203 570 0200, info@simpletravels.co.uk www.simpletravels.co.uk Now booking low-cost flights to: • Bangladesh • Pakistan • India • Middle East • Europe & more Book your next journey at the simpletravel offices in East London We also provide global door-to-door cargo service! Unit A, 4-6 Davenant Street, London E1 5NB BCA Magazine ad.indd 1 08/11/2012 18:17:32 Primary Landscape Landscape Reduced size Primary Landscape Landscape Reduced size distance height of ʻtʼ distance height of ʻoʼ distance width of ʻsʼ distance height of ʻtʼ Landscape Landscape PrimaryPrimary
  36. 36. 712012 simplecall brand guidelines. All rights reserved. 2012201120102009 illustration style iconography In standard information documents that require a graphical element, use simple icons. They should be outlined with no sharp corners, incorporating the absolute minimum of detail required for recognition. Line drawings with minimum detail are the illustration style. Fill colours should be used sparingly. A consistent line weight should be strived for and sharp corners should be avoided. This also applies to diagrams and charts. Lines should have rounded ends 2012201120102009
  37. 37. 732012 simplecall brand guidelines. All rights reserved. collateral stationery Dear Sir, Vit istio. Ut que prae est lamet odipsum repedi dolut utemper endissi ratur aceaten ihitium ut esciaspel ium ne moluptis doluptat etur asperit minis coreicieni cori nem. Nonseces mo omnis ut evendunt perum qui doluptis ipsantium ni utat. Xim re neceper itatur mo exeruntem fugitat quatis ut et latemporro vendis et, quis et audisque officil igenient officiis qui beatureium harunti oriant, con excereictas dolorro et maximi, sim illis et everferum utendis eaquiatatem hillupis in none prae vellest arum enis dolent est, ut volorum, sin rem inisit omnis quiasin poris nimet quis delitiatet volenimetur repudae velliquas quiam adi nistia con ne omnihicipsam nest ea conseque poratia volorro tent ad eliquod que volorrum latenimi, que ni dolorestis is arum quunt, ulpa inctaepudit, andebiscit utatusda cus, endiciam que prem. Solupti onsequis et arum faccum rehenis arum voluptatque et dolorec tassit labore volupta tumquam quias nonsendel enitat eum qui inusam fugiaer ovidebit lati omnisciis dunt am nus, vitam et aborerum, ut od molum fugiante voluptatque nos consequiam tassit labore tassit labore voluptibus. Nam, core corat amus recti totatis esti solecae lanis sint volorion exernatem intinct ecabori oratur as molorernam quam, conesciet endi re nos volorior asperovid ut quam, optae corem quat deligni magnis nis quiscientem doluptaque porum re raturiam adi omnis restiis aceprest, explit, tem voluptumet possini sam debitaecum res ilia consenturem dolla qui occus. Equatus totate pore sus perro omnis accusam quid quibernam, volore et in niaspelique voloribus mi, occae eum faccullorror sit aliquodi velita est, tescium etur ma est, aut velia parumqui doluptati quia sita sitam doluptat. Naufal Zamir Managing Director simplecall.com 4-6 Davenant Street, London, E1 5NB, United Kingdom. t +44 (0) 203 051 2928 f +44 (0) 207 691 7719 e info@simplecall.com simpletransfer.cosimpletravel.cosimple-trust.org SC corporate identity.indd 1 05/11/2012 15:25:11 Dear Sir, Vit istio. Ut que prae est lamet odipsum repedi dolut utemper endissi ratur aceaten ihitium ut esciaspel ium ne moluptis doluptat etur asperit minis coreicieni cori nem. Nonseces mo omnis ut evendunt perum qui doluptis ipsantium ni utat. Xim re neceper itatur mo exeruntem fugitat quatis ut et latemporro vendis et, quis et audisque officil igenient officiis qui beatureium harunti oriant, con excereictas dolorro et maximi, sim illis et everferum utendis eaquiatatem hillupis in none prae vellest arum enis dolent est, ut volorum, sin rem inisit omnis quiasin poris nimet quis delitiatet volenimetur repudae velliquas quiam adi nistia con ne omnihicipsam nest ea conseque poratia volorro tent ad eliquod que volorrum latenimi, que ni dolorestis is arum quunt, ulpa inctaepudit, andebiscit utatusda cus, endiciam que prem. Solupti onsequis et arum faccum rehenis arum voluptatque et dolorec tassit labore volupta tumquam quias nonsendel enitat eum qui inusam fugiaer ovidebit lati omnisciis dunt am nus, vitam et aborerum, ut od molum fugiante voluptatque nos consequiam tassit labore tassit labore voluptibus. Nam, core corat amus recti totatis esti solecae lanis sint volorion exernatem intinct ecabori oratur as molorernam quam, conesciet endi re nos volorior asperovid ut quam, optae corem quat deligni magnis nis quiscientem doluptaque porum re raturiam adi omnis restiis aceprest, explit, tem voluptumet possini sam debitaecum res ilia consenturem dolla qui occus. Equatus totate pore sus perro omnis accusam quid quibernam, volore et in niaspelique voloribus mi, occae eum faccullorror sit aliquodi velita est, tescium etur ma est, aut velia parumqui doluptati quia sita sitam doluptat. Naufal Zamir Managing Director 4-6 Davenant Street, London, E1 5NB, United Kingdom. t 0203 570 0200 f 0207 691 7719 e info@simpletravel.co simpletravel.co transfer.simplecall.comsimplecall.comsimple-trust.org STL corporate identity recomended design.indd 1 05/11/2012 15:26:10SC corporate identity.indd 2 05/11/2012 15:25:12 STL corporate identity recomended design.indd 2 05/11/2012 15:26:11 4-6 Davenant Street, London, E1 5NB, United Kingdom. t +44 (0) 203 051 2928 f +44 (0) 207 691 7719 e info@simplecall.com simplecall.com simpletransfer.cosimpletravel.cosimple-trust.org SC corporate identity.indd 3 05/11/2012 15:25:12 4-6 Davenant Street, London, E1 5NB, United Kingdom. t 0203 570 0200 f 0207 691 7719 e info@simpletravel.co simpletravel.co transfer.simplecall.comsimplecall.comsimple-trust.org STL corporate identity recomended design.indd 3 05/11/2012 15:26:11SC corporate identity.indd 4 05/11/2012 15:25:12 STL corporate identity recomended design.indd 4 05/11/2012 15:26:11 4-6 Davenant Street, London, E1 5NB, UK. managing director Naufal Zamir simplecall.com t +44 (0) 203 570 0001 e naufal.zamir@simplecall.com m +44 (0) 793 239 1736 SC corporate identity.indd 5 05/11/2012 15:25:12 4-6 Davenant Street, London, E1 5NB, UK. director moin ahmed simpletravel.co t 0203 570 0200 e moin.ahmed@simpletravel.co m 0793 056 2752 STL corporate identity recomended design.indd 5 05/11/2012 15:26:12 simpletransfer.co simpletravel.co simple-trust.org SC corporate identity.indd 6 05/11/2012 15:25:13 simpletransfer.co simplecall.com simple-trust.org STL corporate identity recomended design.indd 6 05/11/2012 15:26:12 simpletransfer.co simplecall.com simple-trust.org simpletravel.co SC corporate identity.indd 7 05/11/2012 15:25:13 simpletransfer.co simplecall.com simple-trust.org simpletravel.co STL corporate identity recomended design.indd 7 05/11/2012 15:26:12 Please Note: There are two design options for business cards. Once a design is chosen for each brand/ sub-brand, it should be used consistently thereafter.
  38. 38. 752012 simplecall brand guidelines. All rights reserved. Dear Sir, Vit istio. Ut que prae est lamet odipsum repedi dolut utemper endissi ratur aceaten ihitium ut esciaspel ium ne moluptis doluptat etur asperit minis coreicieni cori nem. Nonseces mo omnis ut evendunt perum qui doluptis ipsantium ni utat. Xim re neceper itatur mo exeruntem fugitat quatis ut et latemporro vendis et, quis et audisque officil igenient officiis qui beatureium harunti oriant, con excereictas dolorro et maximi, sim illis et everferum utendis eaquiatatem hillupis in none prae vellest arum enis dolent est, ut volorum, sin rem inisit omnis quiasin poris nimet quis delitiatet volenimetur repudae velliquas quiam adi nistia con ne omnihicipsam nest ea conseque poratia volorro tent ad eliquod que volorrum latenimi, que ni dolorestis is arum quunt, ulpa inctaepudit, andebiscit utatusda cus, endiciam que prem. Solupti onsequis et arum faccum rehenis arum voluptatque et dolorec tassit labore volupta tumquam quias nonsendel enitat eum qui inusam fugiaer ovidebit lati omnisciis dunt am nus, vitam et aborerum, ut od molum fugiante voluptatque nos consequiam tassit labore tassit labore voluptibus. Nam, core corat amus recti totatis esti solecae lanis sint volorion exernatem intinct ecabori oratur as molorernam quam, conesciet endi re nos volorior asperovid ut quam, optae corem quat deligni magnis nis quiscientem doluptaque porum re raturiam adi omnis restiis aceprest, explit, tem voluptumet possini sam debitaecum res ilia consenturem dolla qui occus. Equatus totate pore sus perro omnis accusam quid quibernam, volore et in niaspelique voloribus mi, occae eum faccullorror sit aliquodi velita est, tescium etur ma est, aut velia parumqui doluptati quia sita sitam doluptat. Naufal Zamir Managing Director simpletransfer.co simplecall.comsimpletravel.cosimple-trust.org 4-6 Davenant Street, London, E1 5NB, United Kingdom. t +44 (0) 203 051 2928 f +44 (0) 207 691 7719 e info@simpletransfer.co STF corporate identity.indd 1 05/11/2012 15:26:52 STF corporate identity.indd 2 05/11/2012 15:26:52 4-6 Davenant Street, London, E1 5NB, United Kingdom. t +44 (0) 203 051 2928 f +44 (0) 207 691 7719 e info@simpletransfer.co simplecall.comsimpletravel.cosimple-trust.orgsimpletransfer.co STF corporate identity.indd 3 05/11/2012 15:26:53 STF corporate identity.indd 4 05/11/2012 15:26:53 4-6 Davenant Street, London, E1 5NB, UK. managing director Naufal Zamir simpletransfer.co t +44 (0) 203 570 0001 e naufal.zamir@simpletransfer.co m +44 (0) 793 239 1736 STF corporate identity.indd 5 05/11/2012 15:26:53 simplecall.com simpletravel.co simple-trust.org STF corporate identity.indd 6 05/11/2012 15:26:54 simpletransfer.co simplecall.com simple-trust.org simpletravel.co STF corporate identity.indd 7 05/11/2012 15:26:54 Dear Sir, Vit istio. Ut que prae est lamet odipsum repedi dolut utemper endissi ratur aceaten ihitium ut esciaspel ium ne moluptis doluptat etur asperit minis coreicieni cori nem. Nonseces mo omnis ut evendunt perum qui doluptis ipsantium ni utat. Xim re neceper itatur mo exeruntem fugitat quatis ut et latemporro vendis et, quis et audisque officil igenient officiis qui beatureium harunti oriant, con excereictas dolorro et maximi, sim illis et everferum utendis eaquiatatem hillupis in none prae vellest arum enis dolent est, ut volorum, sin rem inisit omnis quiasin poris nimet quis delitiatet volenimetur repudae velliquas quiam adi nistia con ne omnihicipsam nest ea conseque poratia volorro tent ad eliquod que volorrum latenimi, que ni dolorestis is arum quunt, ulpa inctaepudit, andebiscit utatusda cus, endiciam que prem. Solupti onsequis et arum faccum rehenis arum voluptatque et dolorec tassit labore volupta tumquam quias nonsendel enitat eum qui inusam fugiaer ovidebit lati omnisciis dunt am nus, vitam et aborerum, ut od molum fugiante voluptatque nos consequiam tassit labore tassit labore voluptibus. Nam, core corat amus recti totatis esti solecae lanis sint volorion exernatem intinct ecabori oratur as molorernam quam, conesciet endi re nos volorior asperovid ut quam, optae corem quat deligni magnis nis quiscientem doluptaque porum re raturiam adi omnis restiis aceprest, explit, tem voluptumet possini sam debitaecum res ilia consenturem dolla qui occus. Equatus totate pore sus perro omnis accusam quid quibernam, volore et in niaspelique voloribus mi, occae eum faccullorror sit aliquodi velita est, tescium etur ma est, aut velia parumqui doluptati quia sita sitam doluptat. Naufal Zamir Managing Director simple-trust.org 4-6 Davenant Street, London, E1 5NB, United Kingdom. t +44 (0) 203 051 2928 f +44 (0) 207 691 7719 e info@simple-trust.org simplecall.comsimpletravel.cosimpletransfer.co STT corporate identity.indd 1 05/11/2012 15:26:30 STT corporate identity.indd 2 05/11/2012 15:26:30 4-6 Davenant Street, London, E1 5NB, United Kingdom. t +44 (0) 203 051 2928 f +44 (0) 207 691 7719 e info@simple-trust.org simplecall.comsimpletravel.cosimpletransfer.cosimple-trust.org STT corporate identity.indd 3 05/11/2012 15:26:31 STT corporate identity.indd 4 05/11/2012 15:26:31 4-6 Davenant Street, London, E1 5NB, UK. managing director Naufal Zamir simple-trust.org t +44 (0) 203 570 0001 e naufal.zamir@simple-trust.org m +44 (0) 793 239 1736 STT corporate identity.indd 5 05/11/2012 15:26:31 simpletransfer.co simplecall.com simpletravel.co STT corporate identity.indd 6 05/11/2012 15:26:31 simpletransfer.co simple-trust.org simplecall.com simpletravel.co STT corporate identity.indd 7 05/11/2012 15:26:32 stationery continued
  39. 39. 772012 simplecall brand guidelines. All rights reserved. stationery continued The envelop design is a follow through of the identity of the parent brand. Sub-brand envelop design should follow their own brand identities.
  40. 40. 792012 simplecall brand guidelines. All rights reserved. website Parent Brand This is a sample animated welcome screen for simplecall website visitors. The complicated pattern slides together from the top and the bottom to meet in the middle, creating the message “complex is simple.” This mock-up demonstrates how designers can create an on-brand experience for visitors. http://www.simplecall.com http://www.simplecall.com Designers should also note the use of rounded edges and curves on this page, which are used in simplecall branding to reflect the gentleness and warmth of the brand. The opposite page shows a sample of the homepage which echoes the visual voice of simplecall by using two different images of similar items: one to depict a complex version, and one that is its simpler counterpart. By juxtaposing these images closely and separating them with the signature “S” shape, the viewer can quickly assess the role simplecall plays in making the complex simple.
  41. 41. 812012 simplecall brand guidelines. All rights reserved. http://www.simplecall.com contact usabout our values our values are an integral part of the character of simplecall, they describe the way we work and are at the forefront of our mind in everything we do. We feel strongly that it is wrong when companies cheat and misinform consumers. We believe that every interaction we have with our customers is part of a much larger relationship. In order for that relationship to have value and continue to flourish, it must be built on trust. This is why we have an unshakeable commitment to being straightforward, honest and completely transparent with our consumers and have firmly built it into our ethos. ‘we say what we do and do what we say.’ We believe that mediocrity is our nemesis. Our company has been dedicated to doing things better and with more elegance than our competitors. We strive for excellence and aspire to perfection in all that we do. We know that every call is important to you and has meaning, so we strive to maintain a level of excellence and clarity that exceeds expectations. ‘what matters to you, matters to us’ We exist in an industry that demands innovation. It is only through this bold innovation that we can achieve a better, simpler solution for the communication needs of our customers. If we stagnate, we stop being relevant, become dull and stop helping our customers. Thankfully, we are a company of problem solvers. We are bursting at the seams with new ideas. We never stagnate. Innovation is a passion that burns deep inside and drives us to create unique solutions that make customers’ lives easier. ‘we may be small, but we think big.’ We see our competitors designing solutions that aren’t built with the consumer in mind, giving the frustrated user no reason to come back. It is our belief that the only way to be focused on the customer is to be focused on simplicity. Our philosophy of innovating by subtraction, removes unnecessary processes until we are left with what’s truly important. This then creates powerful, flexible tools that are easy for everyone to use. ‘making the complex simple for your convenience’ excellence innovation peoplehonesty Oversized & Simple Elements This sample page illustrates the use of oversized elements such as headers, buttons and text, which underpin our simplicity as they create a clean look and are easy to see/read. The icons on the top right are further examples of keeping a clean experience for the user because they are simple visible references that expand when the user hovers the mouse, revealing name of the sub brand. When clicked these take the user to the sub-brand website. Speech Bubble Graphic The sample also uses the graphic element of the speech bubble, which represents communication, a cornerstone of simplecall’s services. Always use this element in this shape and proportion, and use sparingly to create impact as needed. http://www.simplecall.com contact usabout our values 4-6 Davenant Street London, E1 5NB United Kingdom 0800 008 7437 info@simplecall.com Contact Us by telephone by email by post fildgate st davenantst fildgate st hanbury st hanbury st bradyarts & community centre kingward house bloomfield house greatrexst sprlmanst wodeham gardens mt terrace romfordst myrdlest parfettst settlesst tower house simplecall whitechapel technology centre find location Designers should strictly adhere to the brand’s colour palette and use bespoke graphic elements. For example, a custom map was created and used on this page instead of embedding a Google map. The map can still link to a Google map page, but while visitors are on the simplecall site, the experience should be consistent.
  42. 42. 832012 simplecall brand guidelines. All rights reserved. Sub Brand This is an example of simplified usability. A ‘one action per page’ site is user friendly and in line with our uncomplicated ethos. This is one proposed example; advice from a usability expert should be sought. All sub-brands should follow the same design template for recognition and consistency. http://www.simplecalltalk.com contact usabout our values let’s get started navigation navigation navigation navigation contact usabout our values navigation navigation navigation navigation http://www.simplecallmobile.com navigation navigation navigation navigation contact usabout our values http://www.simplecallbusiness.com navigation navigation navigation navigation contact usabout our values http://www.simplecalllounge.com
  43. 43. 852012 simplecall brand guidelines. All rights reserved. email dear customer Jan 2013To view this email online click here please check! your scheduled auto top up has not been received We were unable to process your scheduled auto top up and therefore, your balance has not been topped up. You can sign in to your account to view your topup settings including your saved card details, or contact Customer Support on support@simplecall.com or call us on: Australia Canada European Union United Kingdom United States You received this because your SimpleCall account information indicates that you want to receive emails regarding our products and services - Unsubscribe here to stop receiving these mails. SimpleCall values your privacy: Click here to read our Privacy Policy. This email has been sent by SimpleCall a division of Zamir Telecom Limited, Company Registration Number 05286517. Our registered office is 4-6 Davenant Street, London E1 5NB, UK. —The simplecall Team + 61 280 147 232 + 1 416 800 1261 click here + 44 (0) 203 0512 928 + 1 678 791 4185 Notifications Email notifications containing promotions or account information should use this template. The oversized speech bubble graphic is fixed in placement and size, while the text and graphics (not photos) within can be customised to the intended message. This sample follows the colour palette as well, and the copy is straightforward and uncomplicated. Jan 2013To view this email online click here You received this because your simplecall talk account information indicates that you want to receive emails regarding our products and services - Unsubscribe here to stop receiving these mails. simplecall values your privacy: Click here to read our Privacy Policy. This email has been sent by simplecall a division of Zamir Telecom Limited, Company Registration Number 05286517. Our registered office is 4-6 Davenant Street, London E1 5NB, UK. The underlying philosophy of simplecall is the idea that we are not afraid of complexity. We make the complex simple and therefore ‘complex is simple’ for us. This not just a bold statement, but it is a lifestyle and belief that inspires, motivates and demands attention. emergency top up our sister companies Did you know we offer a free emergency top up service? Simply call Customer Service to request a £1 credit for your account. The £1 credit will be adjusted on your next top up. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse vitae anteenatis ante convallis dictum sed sed nisi. Proin ultrices bibendum orci, nec hendrerit esttateget. Donec interdum nisl sit amet dui consequat tinciduntucibus consequat tincidunt faucibu. kit out your entire office with a trip to lounge Did you know you can kit out your entire business or home office with one trip to simplecall lounge? It’s your one-stop-shop for office supplies — from binders to printer cartridges, laptops to copier toner. And right now, students get special pricing on hard binding of all course work! While you’re shopping, take notice that simplecall mobile SIMS are discounted, so you can make even more affordable national and international calls from your own mobile. Visit lounge in East Ham or call 0203 5700 111 for more information. have your friends joined the party? Visit our Facebook Fan page to watch our special new video. And why not share it with your friends, too? Give your pals the chance to join the party at simplecall talk, so they can enjoy cheap international calls from the UK to more than 200 countries around the world! Don’t forget to “like” us while you’re there, so you’ll be sure to get all the latest news and updates, including launch dates of simple connect, Auto Top Up and the new and improved simplecall talk app! simplecall for the entrepreneur Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse vitae ante venenatis ante convallis dictum sed sed nisi. Proin ultrices bibendum orci, nec hendrerit est vulputate eget. Donec interdum nisl sit amet dui consequat tincidunt faucibus sapien aliquam. Suspendisse auctor ulputate neque eget dictum. Nullam fringilla ullamcorper vestibulum. Curabiturtique neque vel magna hendrerit non fermentum nisi egestas. Curabitur varius dolor rhoncus nunc sodales et tincidunt enim tincidunt sodales interdum. It’s all about MORE in 2013! We understand how important is it for customers to get MORE for their money, so we are giving even MORE FREE credits than ever before on tops ups! We have also introduced over 35 MORE countries from 1p/min, and we still offer one of the best UK call rates to mobile and fixed lines — starting at just 5p/min. That’s not all: you asked and we listened — from the 1st of February, we’ll introduce a brand-new inclusive minutes + SMS deal to allow friends and family to talk and text each other for FREE. more countries, more savings with mobile complex is simple! find out how > Enewsletters The enewsletter template utilises the speech bubble element as well, but the images inside should be photographs. The remaining message area should contain illustration elements as needed. The triangle-shaped button beneath the bubble leads to the branded website, and note the graphic itself adheres to the curved edges rule.
  44. 44. 872012 simplecall brand guidelines. All rights reserved. mobile app When creating mobile apps, adhere to the oversized graphics rule for ease-of-use and simplicity. More information is obtained once the user has selected the option.
  45. 45. 892012 simplecall brand guidelines. All rights reserved. brochure 1 simple is effortless when you know how annual report 2012 layout drafts.indd 1 12/12/2012 12:12:32 3 simplecall your life made easy Excerum dolorae experatiatet Nemperum lam et, ommodi arumquis dest, aut optate dolestia doluptate sim lamus verchiciis experrorrum harumquid magnis et, officatur sitate dis adis endaepu distibus aut aut mi, voluptatem voles nobis comnis derovid unditi officte nditae veliqui cum qui ditassequi cuptaepe eum re vendebis alitemp orehenimosa volore, od elliqui beatibu samenem est, culparibus rere naturerovit est, qui tem num quaturios es ressequi volupta int. Is serepelit lam, quatur minusdae namus magnis et fugia dit imusam velesequi cumquid qui conecto et dolorer sperepr oreris doluptatur, ut ipit et quam es autet utatur? Parciam quia sit andae nonsequ unturep udanihi lluptatem reri tem. Ecescie niandites as moluptaquam ratem qui optat ipsum aut aut hariae sinto ent quis esto iducidicitas et aliquia et lam rem quam, as quisin consect atemquunt, quam, acimpere consequi ommoloressi tem qui ut que nonsequi di omnis quis de omnimollacil in Excerum dolorae experatiatet Nemperum lam et, ommodi arumquis dest, aut optate dolestia doluptate sim lamus verchiciis experrorrum harumquid magnis et, officatur sitate dis adis endaepu distibus aut aut mi, voluptatem voles nobis comnis derovid unditi officte nditae veliqui cum qui ditassequi cuptaepe eum re vendebis alitemp orehenimosa volore, od elliqui beatibu samenem est, culparibus rere naturerovit est, qui tem num quaturios es ressequi volupta int. Is serepelit lam, quatur minusdae namus magnis et fugia dit imusam velesequi cumquid qui conecto et dolorer sperepr oreris doluptatur, ut ipit et quam es autet utatur? Parciam quia sit andae nonsequ unturep udanihi lluptatem reri tem. Ecescie niandites as moluptaquam ratem qui optat ipsum aut aut hariae sinto ent quis esto iducidicitas et aliquia et lam rem quam, as quisin consect atemquunt, quam, acimpere consequi ommoloressi tem qui ut que nonsequi di omnis quis de omnimollacil in simple solutions to complex problems Igentis aut fugitati ne dolorecati volupta tatiis aut estiis doloreium vendandandit eos sequi nullore rcipietur samus re eum resedic imenistem ut vit untusda eribus por adiorepro berore volore sum re natqui consequ aecullate inullo cum in nis solorpor aliquid quam eatibusdae cusa estia ne dem sam facille ndipid ut faciis et que eosam nullaccae dolut voluptam, sunt untiorro omnis dolorro et acepuda inum hil molute volut ut erro occum quam cus ipsa quam, et ut ratati volut que sanduciis dolorersped es ra commodis mos simaiorio odicit, simet molorumquam es simi, quam evel explaccum qui sinveria iniscipitae. Unt exceat. Otat alique eos quia est esse parum reicide nisquidest velici atur? Rum id qui blate omnimaximusa enesseque sinctint voluptur rest esequo omnihilis enima nobis aces et eictat ex explatem aligenima siminci mendes exercium coribusamus aut eos erferesectis magnihitae. As re, con excerum eos dolescias eumque repuda eum, optio bea inis et accus. Sedi optatiam earchil ipsum que eos eum digenie ndebit, ut ut maionse nonsequiani ullorum simincta ni rem hari atur, nimilicatur? Quiam am ex et odionet ma cus etur, occullo rempore, quo omnis nosa diam ratur sim nullibe aquamus cipsum eossequi cullabo. Ulpa acidellorum, temolupitem. Itas nonet, con prem doluptat qui delest aut im acerspera vellorem exernatio tem quam repelenda volorer ibusantione volecus mi, sit evenditi odissi dolupta spediae pa es erspis magnis inciis sunt que que vel modi autem asint quo vent am harum veliqui coreict inciist, cuptatem fugitat dem. Dolor maio. Name non re volore arum hition pa duciendusdae liqui blam, que nemquat iatibus apeles dellupid qui suntur? Ehentem la voluptam quam, cum expel int aut doluptam estios quibus eatiore sumquissequi occum ent resciisin excerciis porehent intusaest, to te volest, aut acipien ditincipsum estem fugiatur, simus aut adior mollaborerio officat ectibus ute poreped maiost dolor samenderum ipitibust esequi sim imolupt layout drafts.indd 2-3 12/12/2012 12:13:48 5 simplecall your life made easy Sedi optatiam earchil ipsum que eos eum digenie ndebit, ut ut maionse nonsequiani ullorum simincta ni rem hari atur, nimilicatur? Quiam am ex et odionet ma cus etur, occullo rempore, quo omnis nosa diam ratur sim nullibe aquamus cipsum eossequi cullabo. Ulpa acidellorum, temolupitem. Itas nonet, con prem doluptat qui delest aut im acerspera vellorem exernatio tem quam repelenda volorer ibusantione volecus mi, sit evenditi odissi dolupta spediae pa es erspis magnis inciis sunt que que vel modi autem asint quo vent am harum veliqui coreict inciist, cuptatem fugitat dem. Dolor maio. Name non re volore arum hition pa duciendusdae liqui blam, que nemquat iatibus apeles dellupid qui suntur? Ehentem la voluptam quam, cum expel int aut doluptam estios quibus eatiore sumquissequi occum ent resciisin excerciis porehent intusaest, to te volest, aut acipien ditincipsum estem fugiatur, simus aut adior mollaborerio officat ectibus ute poreped maiost dolor samenderum ipitibust esequi sim imolupt simple is effortless when you know how Excerum dolorae experatiatet Nemperum lam et, ommodi arumquis dest, aut optate dolestia doluptate sim lamus verchiciis experrorrum harumquid magnis et, officatur sitate dis adis endaepu distibus aut aut mi, voluptatem voles nobis comnis derovid unditi officte nditae veliqui cum qui ditassequi cuptaepe eum re vendebis alitemp orehenimosa volore, od elliqui beatibu samenem est, culparibus rere naturerovit est, qui tem num quaturios es ressequi volupta int. Is serepelit lam, quatur minusdae namus magnis et fugia dit imusam velesequi cumquid qui conecto et dolorer sperepr oreris doluptatur, ut ipit et quam es autet utatur? Parciam quia sit andae nonsequ unturep udanihi lluptatem reri tem. Ecescie niandites as moluptaquam ratem qui optat ipsum aut aut hariae sinto ent quis esto iducidicitas et aliquia et lam rem quam, as quisin consect atemquunt, quam, acimpere consequi ommoloressi tem qui ut que nonsequi di omnis quis de omnimollacil in Igentis aut fugitati ne dolorecati volupta tatiis aut estiis doloreium vendandandit eos sequi nullore rcipietur samus re eum resedic imenistem ut vit untusda eribus por adiorepro berore volore sum re natqui consequ aecullate inullo cum in nis solorpor aliquid quam eatibusdae cusa estia ne dem sam facille ndipid ut faciis et que eosam nullaccae dolut voluptam, sunt untiorro omnis dolorro et acepuda inum hil molute volut ut erro occum quam cus ipsa quam, et ut ratati volut que sanduciis dolorersped es ra commodis mos simaiorio odicit, simet molorumquam es simi, quam evel explaccum qui sinveria iniscipitae. Unt exceat. Otat alique eos quia est esse parum reicide nisquidest velici atur? Rum id qui blate omnimaximusa enesseque sinctint voluptur rest esequo omnihilis enima nobis aces et eictat ex explatem aligenima siminci mendes exercium coribusamus aut eos erferesectis magnihitae. As re, con excerum eos dolescias eumque repuda eum, optio bea inis et accus. Igentis aut fugitati ne dolorecati volupta tatiis aut estiis doloreium vendandandit eos sequi nullore rcipietur samus re eum resedic imenistem ut vit untusda eribus por adiorepro berore volore sum re natqui consequ aecullate inullo cum in nis solorpor aliquid quam eatibusdae cusa estia ne dem sam facille ndipid ut faciis et que eosam nullaccae dolut voluptam, sunt untiorro omnis dolorro et acepuda inum hil molute volut ut erro occum quam cus ipsa quam, et ut ratati volut que sanduciis dolorersped es ra commodis mos simaiorio odicit, simet molorumquam es simi, quam evel explaccum qui sinveria iniscipitae. Unt exceat. Otat alique eos quia est esse parum reicide nisquidest velici atur? Rum id qui blate omnimaximusa enesseque sinctint voluptur rest esequo omnihilis enima nobis aces et eictat ex explatem aligenima siminci mendes exercium coribusamus aut eos erferesectis magnihitae. As re, con excerum eos dolescias eumque repuda eum, optio bea inis et accus. layout drafts.indd 4-5 12/12/2012 12:15:00 Parent Brand The sample brochure shows the layout, which is clean and uncluttered. Images used must be photographs as a foundation (adhering to photo guidelines), and illustrations may be used for graphs and charts (adhering to illustration guidelines).
  46. 46. 912012 simplecall brand guidelines. All rights reserved. simplcecall mobile sim card C M Y CM MY CY CMY K mobile sim.pdf 1 05/12/2012 10:30:27 powerpoint Together we are STRONGER Naufal Zamir simplecalltalk.com simplecalltalk.com Getting to the point • Human behaviour • Businessmen are strange • Recession? What recession? • The knowledge cycle • ‘What’ against ‘how’
  47. 47. 932012 simplecall brand guidelines. All rights reserved. When creating retail or office spaces, the following guidelines should be upheld. The base layer is white, creating a clean, simple backdrop. Use associated brand colours in accent pieces such as carpet, furniture and accessories. The resulting look should feel: • Sharp • Clean • Modern • Fresh Custom Furniture When ordering custom furniture such as desks or light fixtures, the manufacturer should be given the measurement of 20cm with which to create any curved features. Suppliers should be used consistently so that all items used to outfit the space have uniform look and quality. Materials Materials such as Perspex are used because they can be both vibrant and see-through, keeping with the brand value of honesty and transparency. interiors
  48. 48. 952012 simplecall brand guidelines. All rights reserved. merchandise MugsT-shirts When choosing promotional items to brand with simplecall messaging, whenever possible select items or versions of items that adhere to the brand. The mug pictured has exaggerated curve features to match the soft lines of the brandmark. The mug itself can be associated with warmth, another important brand trait. Designs for items such as T-shirts should make use of the brandmark in abstract or intriguing ways. In the first sample, the brandmark is zoomed into, making it more stylish and therefore more likely to be worn. The “statement shirt” uses an attention-getting yet subtle message that will invite others to ask the wearer about its meaning, opening up discussion about simplecall. simple is beautiful complex is simple straight talk never complicated
  49. 49. 972012 simplecall brand guidelines. All rights reserved. verbal voice guidelines The brand voice should always be straightforward, free of jargon and excessive corporate speak and should use uncomplicated sentence structure. written style: Simplecall, wherever written, should be in lowercase and bold eg: simplecall. The same applies to sub brands such as simplecall business. customer focus: The copy should always be written with the customer’s perspective in mind, showing how simplecall will make their lives easier and worry free. feelings: Emotive language used by using descriptive words that will help engage customers and achieve user focus. Customers should feel: That they are in good hands, taken care of, relaxed. Confident that simplecall is an honest brand and will be there when they are needed. How we feel: excited, eager, bubbling with ideas, can-do positive attitude, ready to innovate. verbal voice copy guidelines set 1: simplecall talk, simplecall mobile, simplecall lounge Voice Summary: The voice of simplecall is that of a young, warm, and confident professional mother. She is very knowledgeable, but speaks in a simple, understandable way, free of acronyms and technical jargon. She has a playful personality and her vocabulary can be colourful. She is not afraid to use colloquialism, but, being educated and tasteful, rarely uses slang. People are important to her, so she always speaks in a concerned and helpful way, making sure the customer feels at ease and that simplecall really cares about helping them solve their problems. Throughout the copy, the writer should be mindful of simplecall’s complex is simple theme and use descriptive words that emphasise the simplicity of the simplecall approach. The above examples convey the same information, but the first shows friendly personality, helpfulness and understanding about the needs of the target audience. It also reinforces the complex is simple theme. Like this: Keep in touch and stay free from stress with simplecall. Here, we understand that staying connected to your loved ones should never be difficult. That’s why we offer a variety of calling options matched to your unique needs. So feel free to connect, effortlessly. Not like this: We have many options for calling out of country. Each one has advantages. All of them are cheap and easy.
  50. 50. 992012 simplecall brand guidelines. All rights reserved. Voice Words & Phrases: Copy writers can use these words or phrases in the copy to reinforce the brand or theme when stuck for ideas. For Brand in General: • Simple. • Family. • Helping you. • Together. • Keep in touch. • Convenience. • Stay connected. • Cost effective. • Friends and family. • Importance of staying connected. • Fully covered. • We care. • Hold onto family. • Connect to kin. • Your network, connected. • Simplified • To the point • Straight forward • Clutter free • Effortless • Worry-free • Convenient • Helping you • Simple is beautiful. • Love is never complicated. • Call effortlessly with simplecall. • Take complexity out of the equation. • Straight talk, never complicated. • Connect with family, friends, associates, effortlessly. • Connecting to loved ones should never be complicated. • Because keeping in touch with loved ones should never be complicated. • Always connected. Always simple. • Simple solutions are friendly solutions. • Call effortlessly. • Effortless communication for your whole family. • Removing the unnecessary leaves us with what’s truly important • The process of reduction… • Services deconstructed to their essential form • Elements that don’t contribute to the clarification of the service are superfluous Specific to Theme: helping you.
  51. 51. 1012012 simplecall brand guidelines. All rights reserved. Verbal Style Guide: Tone Provides the general feel of the writing. Gives the reader a sense of the intention and feelings of the voice: Friendly, Educated, Enthusiastic, Caring The first sentence shows a distinct personality and makes the reader feel comfortable. The second sentence does not give a sense that simplecall is eager to provide more information and help customers with their problems. Like this: We’d like to extend a warm welcome to you from the simplecall family. Our organisation is founded on the principles of honesty, fantastic products and, above all, simplicity, so that you can connect to those you love without worrying. Not this: Thank you for joining simplecall, the cheapest and simplest way to make international calls. Language The word choice and grammar of the voice. Gives the reader a sense of the voice’s education, professionalism and aids in conveying the tone: Simple, Casual, Descriptive, Honest, Tasteful The first sentence doesn’t use any jargon or technical language and lays out the information in a friendly, customer focused way. The second sentence is less clear and focuses too much on the technical details of what customer service will do. Like this: At simplecall, we have a support team with the efficiency to get the job done right. Our services include a 24/7 live call centre and on-site help, so you’ll never have to worry about something going wrong. Not this: If there is some kind of problem with our equipment then one of our technicians will troubleshoot the problem and run diagnostics, if it is required.
  52. 52. 1032012 simplecall brand guidelines. All rights reserved. Descriptive Language: To clarify and show the playful side of the voice as well as elicit an emotional response from the reader, descriptive words, metaphors and similes should be used whenever appropriate. Descriptions and metaphors don’t always have to be specific to the ‘complex is simple’ theme, but can be used wherever possible, as long as they are appropriate to the point being made. Potential customers must be able to fully understand and relate to them. All descriptive words, scenarios and metaphors should be as original as possible, avoiding clichés. The first three examples use relevant descriptions and metaphors which reinforce the simplecall values being expressed in the sentence. The simile used in the fourth sentence is too specific and is not really appropriate, as this particular example should be about efficiency rather than honesty and talent. Metaphors should be subtle, and their use should not take centre stage, as in the last example. The use of descriptions are there for clarity, however in the last example the sentence loses its meaning, and gives off an unprofessional image of the company. Like this: 1. Simplifying complicated equations 2. We want our customers to feel like they have just checked in to a 5 star resort — knowing everything will be taken care of and any bumps along the way will be addressed quickly and with a smile. 3. Our customer service department works like a swat team to meet your needs Not this: 1. We have a support team like Gandhi with honesty and talent enough to get the job done right. 2. We want our customers to feel taken care of. In fact, many customers have joked that we are more akin to a spa than a telecom company Purpose The reason the voice is ‘speaking’. If every sentence doesn’t do these three things, then they aren’t written correctly: Engage, Help, Inform The first sentence engages with customers by appealing to their sense of family and showing how simplecall helps them keep in touch. The second sentence provides the basic information, but is very uninteresting and has no personality. Like this: Call out of country hassle free with our pinless dialling system. Whether connecting with our brother, cousin, or children, you can rest assured that simplecall will keep you in touch at a reasonable rate. Not this: You can make calls to 100 different countries using our low rate pinless dialling system. It’s cheap and easy.
  53. 53. 1052012 simplecall brand guidelines. All rights reserved. cost effective many/numerous assist simple features standard get cheap a lot help out easy stuff paradigm obtain Word Choice formal serious technical language detached professional tasteful wordy chatty humorous laymen’s terms warm casual unrefined concise X X X X X X X Scale
  54. 54. 1072012 simplecall brand guidelines. All rights reserved. copy guidelines set 2: simplecall business Voice Summary: The voice for simplecall business is very similar to that of the other simplecall brands, but more formal and more professional. It is that of the same confident, funny mother, but since she is speaking to an audience of professionals, her tone is somewhat less chatty and less concerned with relating on an emotional level. Her language is tasteful, articulate, straightforward and honest. She still maintains her friendly attitude, but uses no slang and minimal colloquialisms in the professional environment. She uses slightly more technical language here than with the other brands, but still maintains simple, understandable speech. Throughout the copy, the writer should be mindful of simplecall’s complex is simple theme and use descriptive words that emphasise the simplicity of their approach. Quick Reference: Change in tone: professional, formal, less emotive Change in language: tasteful, articulate, straightforward and honest The second sentence uses slang and informal diction. The first sentence correctly keeps things friendly and not excessively formal, while still maintaining a professional tone. It also emphasises how simplecall offers an easy solution. Like this: Our solution is a complete communications system. We make use of the equipment you already have on site, providing all the features you require in one complete and cost effective package, so you can stop worrying about telecommunications and have the peace of mind to focus on your business. Not like this: simplecall makes the best communication system you can get. We use all the stuff you already have and give you all the features you need to make things easy and cheap. Voice Words & Phrases: Copy writers can use these words or phrases in the copy to reinforce the brand or theme when stuck for ideas. For Brand in General: • Simple. • Effortless. • Connect. • Support. • Communicate. • Fully supported. • Relax. • Worry free. • Stay connected. • Call. • Elegant solution. • Cost effective. • Connect simply. • Complete solution. • Efficient. • Improve efficiency. • Unify. • Network. • Simplified • To the point • Straight forward • Clutter free • Effortless • Worry-free • Convenient • Helping you • Simple is beautiful. • Connect effortlessly with simplecall business. • Take complexity out of the equation. • Straight talk, never complicated. • Connect with associates, effortlessly. • Connecting your business should never be complicated. • Because connection should never be complicated. • Always connected. Always simple. • Simple solutions are the best solutions. • Call effortlessly. • Effortless communication for your business. • The most elegant solution is always the simplest. • Innovating by subtraction. • Connect with associates, effortlessly. • Convenient communication. • Removing the unnecessary leaves us with what’s truly important. • The process of reduction… • Services deconstructed to their essential form. • Elements that don’t contribute to the clarification of the service are superfluous. Specific to Theme:
  55. 55. 1092012 simplecall brand guidelines. All rights reserved. Verbal Style Guide: Tone Provides the general feel of the writing. Gives the reader a sense of the intention and feelings of the voice: Friendly, Confident, Helpful, Enthusiastic The first sentence shows how simplecall can help the customer and presents the information in an engaging and friendly way. The second sentence presents the information in a dull and informal way, not at all the way an educated mother would speak in a professional setting. Like this: At simplecall, our goal is to take the complication out of business communication, so you can focus on running your company. Not this: We have a lot of services that are easy to use for your business. Language The word choice and grammar of the voice. Gives the reader a sense of the voice’s education, professionalism and aids in conveying the tone: Straightforward, Honest, Tasteful, Professional The first sentence is professional, while still maintaining a friendly and informative tone. The second sentence is too vague and informal. Like this: simplecall provides the most comprehensive service available. So you know that if something goes wrong, you’ll be in good hands. Not this: There’s always someone at simplecall to help you out, so don’t worry if something goes wrong!
  56. 56. 1112012 simplecall brand guidelines. All rights reserved. cost effective many/numerous assist simple features/solutions standard cheap a lot help out easy stuff paradigm Word Choice formal serious technical language detached professional tasteful wordy chatty humorous laymen’s terms warm casual unrefined concise X X X X X X X Scale
  57. 57. 1132012 simplecall brand guidelines. All rights reserved. so what now?
  58. 58. 1152012 simplecall brand guidelines. All rights reserved. directors and interns alike (and everyone else in-between) If you saw a person who dressed, spoke, or acted in a drastically different way from day to day, you’d think they were mad. The same is true for a brand. Consistency is key. We’ve put together this guide so that you can easily recreate the consistent brand identity and behaviour and make a positive contribution to the company. New ideas are welcome, but they must be approved by the brand team to ensure that they are consistent, meaningful and relevant to this guide. The primary goal of branding is to build trust and solidify a company’s position in the minds of consumers through the creation of a distinct and consistent brand personality. By following these guidelines, you can create marketing material that will help build trust in the simplecall brand and bring more people to the simplecall family. external agencies working on our brand: We already know that you’re professional enough to do the job right, otherwise you wouldn’t have been chosen! These guidelines are here to make your life easy. You won’t have to second guess what the simplecall brand is because it is thoroughly laid out here. So take pride in contributing and helping to create a great brand! it’s up to you ou it’s up to ou
  59. 59. to simplify means to eliminate the unnecessary so that the necessary may speak. hans hofmann
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×