brand_guidelines

Brand Guidelines
Version 1 | March 2015

Page | 2Credit Car Sales | Branding Guidelines | V1 March 2015
Contents
The Credit Car Sales Logo
• The Logo
• Clearspace
• Colouring
• Background Images
• Other Things to Keep in Mind
Typography
• Logotype Font
• Body and Content Font
• Size Matters
• Other Things to Keep in Mind
Graphical Elements
• The CCS Colour Palette
• Icons
• Using Images
• The Website
Internal Materials
• Stationery
• Email Signatures

The CCS Logo
...and here it is
Credit Car Sales are proud to be at the
forefront of the Sub Prime Car Finance
market, and as such the logo needs to be
indicative of a premium and cutting-edge
service.
Our logo is simple, attractive and carefully
balanced. It will be present on any and
all CCS related materials, documents,
marketing campaigns and products,
providing a sense of professionalism and
security to our customers.
This is our sense of corporate identity
- our universal signature. We need to
treat it nicely! The following pages will
cover the many ways in which this logo
can (and can’t) be used in order to ensure
maximum visual effect and exposure in
any setting.
Symbol Logotype
Logo

The CCS Logo
Clearspace
We all need our space from time to
time. We don’t like to be cramped up,
surrounded by clutter.
Our logo is the same - it needs room
to breathe, in order to increase visual
exposure and impact. This means we need
to avoid surrounding it with clutter such
as text, graphics or other elements.
Where possible, keep an area free around
the logo that is equal to 50% of the
height/width of the logo symbol.
Where 50% is not possible, 25% can be
aimed for.
50%
25%

The CCS Logo
Clearspace
When placing the logo on a front-sheet
or introduction page (or within an image
based creative), avoid positioning it in
the dead centre - this is uninspiring and a
touch predictable!
Instead, place the logo against the
extreme left or right margins, at either the
top, bottom or horizontal center line.
Dead centre
positioning
isn’t the way!
Be a winner!
This is much better. Positioning the logo in less
predictable places will give the overall design that
subtle edge.

The CCS Logo
Colouring
When using the CCS logo in application,
the ultimate goal is to maintain clarity
and legibility, as well as avoiding colour
clashes or the use of unapproved colours.
See page 18 for more detailed
information on CCS approved colour
values.
When using the logo on a white
background, use the full colour logo
(green and grey).
In some circumstances the logo may
clash with surrounding colours - in these
instances an all-grey version may be used.
Always use a grey logotype on white backgrounds - never use alternative colours or solid black.
Logo Application on White Backgrounds
Logo Application on Colour Backgrounds
On coloured
backgrounds, both
the symbol and the
logotype should be
white.
Do not use grey
logotype on coloured
backgrounds.

The CCS Logo
Monochrome Colouring
We would always prefer that the full
colour version of the CCS logo is used.
However, they may be instances where it
is more appropriate to use a monochrome
(black/white) version.
The following guidelines will provide
more information of monochrome use.
On white backgrounds, use 75% black for
both the symbol and the logotype.
Solid black logo on white background.
On grey backgrounds, use solid white for
both the symbol and the logotype.
White logo on solid black background.
In some instances, on black backgrounds you may
use 75% black for the logotype and white for the
symbol.

The CCS Logo
Background Images
There may be times when the logo is
placed on top of a featured background
image.
In these cases it’s important to retain the
maximum visibility of the logo, as well as
legibility and prominence.
If the featured image has a varied and
vibrant colour palette, it’s best to opt for a
grey or white option to help reduce risk of
colour clashes.
On images that have a fairly neutral
colour palette, you may try using the full
colour logo, or even the grey option.
It’s also a good idea to choose an image
that has a nice spacious area that is free
of clutter, such as a section of blue sky or
solid coloured wall.
If your image is quite busy in terms of
colours and frame content, and you can’t
find a good placement for the logo, you
could always consider adding a solid
colour block behind the logo.
We can’t see the logo
clearly in this image!
Consider recolouring the
logo as a possible next
step. Solid white might
work...
Make use of available and
clutter-free space on your
featured image!
A white logo looks good
against this generally dark
coloured image.
A grey logo against these
fairly neutral tones is
prominent and effective.
This is better - but not
perfect. The logo is indeed
more visible, but it’s
still getting a bit lost in
amongst the busy nature
of the featured image.
This works well! The
logo draws the eye and
is fully visible, and the
background image is still
looking great. Just don’t
forget to watch the logo
clearspace!
Other Examples of Correct Use

The CCS Logo
Other Things to Keep in Mind
Squash is nice. In a cup. It’s not nice when
it happens to our lovely new logo.
We want our logo to be displayed in
the best possible way, proudly and
professionally. This means we need to
avoid squashing or streching it when we
place it on a design.
If the logo is misused in any manner then
not only does it look unsightly, but it’s also
a misrepresentation of the brand, and
as such will weaken the whole concept
of who are are as a company. This type
of incorrect application can easily have
negative effects on our overall brand
integrity.
Flattening or compressing the logo as above is a definite no-no! If you find yourself using the
logo in this way (for example, being forced by document layout restrictions) then perhaps it
might be helpful to revisit your original design concept or layout, and keep in mind your logo
positioning relative to other elements on the artwork.
That’s more like it!
When the logo is used in this way then it’s a much
clearer, fuller and more professional representation
of the most important aspect of our public facing
brand.

The CCS Logo
Other Things to Keep In Mind
Remember - the most important thing
for our logo - and brand as a whole - is
consistency and integrity.
That’s why this document exists - to
ensure that everything is being done
correctly, helping to achieve the maximum
effect in terms of brand representation,
visual attractiveness and professionalism.
Here are a few other things to keep in
mind when using the CCS logo.
...add non-approved straplines
...use non-approved colours...apply transparency to the logo
...use the logo, or any part of it, as a
pattern
...clip an image or graphic into any
part of the logo
...apply bevel/emboss, or any other
stylised visual effects
...apply a gradient effect to the logo...use a drop shadow effect
...outline the logo
...rearrange the logo elements ...alter the symbol/logotype
proportions
Please Don’t...

Cocon LightSimple | Easy to Read | Attractive | Recognisable
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
!?£$%&#@;:()<>[]{}~-=+^*”
Typography
Logotype Font
We use Cocon Light for the logotype font.
This same font can also be used for titles,
headings, and sub-headings.
Cocon Light is attractive, well-balanced,
legible and elegant - perfect for our brand
and logo!

LatoElegant | Versatile | Accessible | Readable
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
!?£$%&#@;:()<>[]{}~-=+^*”
Light
Light Italic
Regular
Italic
Bold
Bold Italic
Typography
Body & Content Font
For all content and body text (paragraphs,
bullet points, articles and the like), Cocon
Light is a bit too decorative.
Instead, we use a complementary sans
serif font called “Lato”.
Lato is used for both digital and printed
products, including websites, brochures,
business cards etc. It comes in a selection
of styles and weights (ranging from
Hairline to Black Italic). Of this selection,
the main and prefered weight and style is
Regular (no added weight, no italics).
Where appropriate, Italic, Bold, Light,
Light Italic, Bold or Bold Italic may be
used (please avoid using Hairline or Black
weight variants).
Lato is available for use with the Google
Fonts service, and as such can be applied
to digital and print use with no fuss!

Typography
Size Matters...
...or so they say.
When writing copy it’s important to
remember what hopefully by now you
have recognised as a common theme in
this guide:
It must be readable, clear and free of
clutter!
Keep this in mind when setting sizes and
other measurements for your typeface.
Remember also to maintain consistency
with your chosen styles! Nobody wants
to see messy and randomly sized font
styles...
Nat evel eosantecerum
culluptatus doluptatem
everiostium voluptate nonecup.
Volo omnist, in ne volesciditem
in nis volore nonsequo essuntur
seque nus quiscipsum sum.
Accupta tentur aut venestiisci
adi atis quas essinctia cone
comnihicte reri ulpa doles ut iur?
Heading 1
Heading 2
Heading 3
Paragrah text volo omnist, in ne
volesciditem in nis volore nonsequo.
• Bullet Point
• Bullet Point
Heading 1
Heading 2
Heading 3
Paragrah text volo omnist, in ne volesciditem in
nis volore nonsequo.
• Bullet Point
• Bullet Point
Maintain a consistent and logical
hierarchy to your styles.
This is messy and unsightly - and it makes
no sense as a font style set!
Keep a healthy amount of space
between paragraphs in order to clarify
separation and legibility.
Keep the space between characters
(tracking) and the line height (leading) as
Lato’s default setting. If it ain’t broke...
Generally speaking, keep the text
aligned left (unless a certain situation
calls for an alternative).
Minimum basic body typeface size is
12pt, however this of course depends on
the document’s dimensions, theme and
intended use.

Typography
Other Things to Keep In Mind
Once again, it’s all about consistency,
readability and brand integrity.
These pointers should help you to make
the most of the materials to hand, whilst
keeping your designs professional,
attractive and bang on trend.
Please Don’t...
Don’t Delay - Call Today!
Speak to an Adviser
Don’t Delay - Call Today! Dont Delay - Cal Today!
Hi m8 fone me 2day pls lol
omg gr8 tnx brb lol :-)
...use non-approved fonts ...mix type in a single line or text block
...apply out-dated (and frankly rubbish)
design filters or styles to your type.
...forget to spellcheck!
...use “text speak”

Graphical Elements
The CCS Colour Palette
We don’t have a great many colours in
our palette - but those we do have are eye
catching and complementary.
They have been carefully chosen to
represent CCS as being a bold and
energetic company, set apart from the
garish and uninspired themes of our
competitors.
When used correctly, the CCS colours are
striking and confident - qualities that we
want our customers to see.
Occasionally you may have need to use
some additional shades, in order to break
up a design for example.
In these instances you have the option to
apply some secondary colours.
Use these colours wisely - they are
by name and nature secondary and if
over-applied they could overwhelm the
primary colours in a creative.
The CCS Symbol
RGB: 134 | 219 | 121
Hex: #86DB79
CMYK: 48 | 0 | 71 | 0
Pantone: 359C | 367U
RGB: 110 | 193 | 98
Hex: #6EC162
CMYK: 59 | 0 | 82 | 0
RGB: 101 | 102 | 102
Hex: #656666
CMYK: 60 | 51 | 51 | 20
RGB: 82 | 59 | 71
Hex: #529F47
CMYK: 73 | 15 | 99 | 2
RGB: 78 | 77 | 77
Hex: #4E4D4D
CMYK: 65 | 58 | 57 | 37
The CCS Logotype
RGB: 128 | 128 | 128
Hex: #808080
CMYK: 52 | 43 | 43 | 8
Pantone: 423C | 424U
Our Primary Colours
Our Secondary Colours

Graphical Elements
Icons
The CCS brand often makes good use of
icons - small visual elements that signify a
feature, function or message.
Our chosen icons are simple yet
informative, and are intended to provide
the reader with instant information, often
replacing entire words or sentences.
The bulk of icons that we use can be
found in the free-for-use font set
“FontAwesome”. These fonts can be used
for many purposes spanning both the
print and digital arenas.
Occasionally we may need to use an icon
that is not featured in FontAwesome’s
library - this is fine, but the icon must be
simple, clear and flat; avoid using icons
that feature gradients, drop shadows
and “realism” - flat design is the prefered
design style for CCS!
Commonly Used Icons in CCS Digital and Printed Materials
              
              
              
         
Please don’t use this out-of-date style of icon - instead opt for flat and simple designs that
are in keeping with the general look and feel of the CCS brand.

Graphical Elements
Using Images
We will often use an image in a campaign
or promotioanl material, most likely
from a stock provider such as iStock or
Shutterstock.
Using an image is great - as long as it’s the
right one.
It goes without saying, if you’re using an
image, ensure that it is relevant in terms
of content and purpose.
Here are some pointers in choosing the
right image for your design...
Use a Good Quality Image
Keep It Relevant!
If You Can’t PhotoShop... Don’t
Again - No Squash Please!
No Stealing!
A nice, high-resolution
image with crisp and
clear lines and no
pixelation - winner!
It’s a nice image, but...
what does it have to do
with Credit Car Sales
and its services?
When editing images,
make sure you do it
right or this could
happen.
We’ve already
covered squashing
and squishing. Nobody
wants to see that...
Downloading images
free when you should
have paid isn’t just bad
form - it’s illegal!
Low-res, poor quality
images with lots of
pixelation produce
poor results.
This is relevant to
both the purpose of
the campaign and the
nature of CCS
Sometimes you may
not even need to edit
an image - it might be
great as it is!
Much better - doesn’t
she look more
comfortable in her
proper dimensions?
If the image is worth
having, it’s worth
paying for. Do the right
thing!
STOCKimages.photo

Graphical Elements
The Website
We have just launched our brand new
fancy website - and we’re very proud.
The new website is very much the face of
Credit Car Sales - often it’s one of the first
major components of our company that
people will see.
Providing our users and customers an
easy and efficient way to learn more
about us and find the right car for them
is of paramount importance. The website
is fully responsive, and features a live
vehicle search, finance application form
and a wealth of additional information.

Internal Materials
Stationery
By now, it should be clear that we like
to keep our brand simple, attractive and
effective. Our internal materials are no
different.
Here are some examples of the branded
office stationery that we use at Credit Car
Sales.
0330 223 0372
info@creditcarsales.co.uk
www.creditcarsales.co.uk
Supreme House, Hovefields Avenue, Burnt Mills Industrial Estate, Basildon, Essex SS13 1EB
Credit Car Sales Ltd is authorised and regulated by the Financial Conduct Authority.
Credit Car Sales Ltd Registered No. 07877426
0330 223 2619 | info@creditcarsales.co.uk | www.credit4cars.co.uk
Authorised and regulated by the Financial Conduct Authority.
Credit 4 Cars Ltd | Registered No. 6653549 | DPA No. Z271629
Document Title
0330 223 0372
info@creditcarsales.co.uk
www.creditcarsales.co.uk
Credit Car Sales Ltd is authorised and regulated by the Financial Conduct Authority.
Credit Car Sales Ltd Registered No. 07877426
CCS General Letterhead
CCS Branded Document Template
CCS Compliment Slip

Internal Materials
Email Signatures
We send a lot of emails each day - and
it’s important that each one is instantly
recognisable as being directly from Credit
Car Sales.
Its also important that, while the branded
signature block catches the eye, it is slim
and elegant for all sorts of viewport sizes,
and doesn’t distract the recipient from the
content of the email.
Here is our standard signature block, in all
its splendour and glory.
Dear Customer,
Laceperf eritios ex est, sin pore laccab inis etum re perupturepe venihil itiorum que remos re
natecea tempore et dolent quassun tiorestibus suntem esti officia consed eic temporunt.
Ut rem hil modit excerep tatiuntinum vereperio. Ut volo doloritias apicien ihicta dolo quost, tem
fugiassunt, sequibus reiunt iminulpa sitas dollent urecatem aut officab orerehenit odita de optae ne
plabo. Rioribus abo. Toribus animusam, nonsequos incient laboratint abo.
Warm Regards,
Staff Name | Title/Position
T: 0330 223 0372 | M: 0777 888 999
email@creditcarsales.co.uk | www.creditcarsales.co.uk
Supreme House, Hovefields Ave, Basildon, Essex SS13 1EB
Credit Car Sales Registration No. 07877426. Authorised and regulated by the Financial Conduct Authority.
The information, attachments and opinions contained in this message are those of its author and do not necessarily represent those of Credit Car Sales. If you have
received this email in error please notify Credit Car Sales immediately.

...and that’s it!
If you’ve read this far, then you have our thanks -
hopefully it’s as important to you as it is to us that the
Credit Car Sales brand is kept looking at its best.
Sticking to this guide might take some time and effort,
but we believe it’s well worth it.
Should you have any questions or need further
information about the visual identity of Credit Car
Sales, please feel free to ask the friendly guys in the
Marketing Department, who will be happy to help you
out.
Thank you.

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