When you’re in a battle against an almighty enemy (the seemingly endless supply of dull online learning that gets cranked out throughout our industry), it pays to know yourself and to know where your strengths lie. That's why we've created a set of Brand Guidelines (what we call our 'Brand Battlepack'). It's our true North. It's what keeps us consistent. If you'd like to find out more about the Growth Engineering brand, this is a good place to start! To find out more, please visit: www.growthengineering.co.uk

1. BRAND
BATTLEPACK
EVERYTHING YOU NEED TO BATTLE
BACK AGAINST DULL ONLINE LEARNING
LAST EDITED: 02/05/17
LAST EDITED BY: HARRY CLOKE
VERSION: 0.9

2. THE ARMOURY
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THE BATTLEPLAN PRIMARY IMAGES CONTINUED...
BATTLEGROUND SUPERHERO IMAGE RULES
THE SUPERHERO CODE SOCIAL MEDIA IMAGES
OUR LOGO WHAT WENT WRONG?
OUR BATTLECRY BRAND ASSETS
THE “WOW” PALETTE THE KEY TAKEAWAYS
COLOUR COMBOS
OUR FONTS
FORMATTING RULES
TEXT EFFECTS
PRIMARY IMAGES
PRIMARY IMAGES CONTINUED...
02THE ARMOURY
ARM YOURSELF WITH THE KNOWLEDGE YOU NEED!

3. THE BATTLEPLAN
03THE BATTLEPLAN
HERE’S WHAT YOU NEED TO KNOW BEFORE WE GET STARTED…
When you’re in a battle against an almighty enemy (the seemingly
endless supply of dull online learning that gets cranked out throughout
our industry), it pays to know yourself and to know where your strengths
lie. From then on in, it’s all about consistency and sticking to your game
plan. If you falter in your resolution – even for just a second – you risk
everything. No pressure.
That’s why this document is important!
Our ‘Brand Battlepack’ highlights all the written, visual and graphic
elements that encompass our brand. These guidelines enable us
to maintain a consistent voice for our audience – one that will help
capture their imagination, spur them into action, drive growth (ours
and theirs) and energise the industry. Please refer to The Battlepack
when developing any internal or external communications.
If you have any questions, require any further clarification or need to
check your communications are falling within the brand remit, please
perform the Growth Engineering secret hand signal and say the
phrase ‘War starts at midnight’ three times. Or just email
marketing@growthengineering.co.uk.
GOOD LUCK AND HAVE FUN WITH IT!

4. 04THE BATTLEGROUND
THE BATTLEGROUNDAN INTRODUCTION TO THE GROWTH ENGINEERING BRAND!
WE ARE A RENEGADE BRAND
We have a revolutionary attitude towards
the stilted world of online learning. In an
industry where most organisations sing
from the same hymn sheet, we provide
dissident voice. We cast off tradition and
we abhor backsliding.
WE COMMUNICATE CLEARLY
Just because we’re different doesn’t
mean we’re difficult to understand. Our
messages are clear, our positioning is
clear, and so is our pathway to success.
We know who we are, what we do and
why we do it.
OUR BRAND MAKES AN IMPACT
Why do we have this outlook? Because we want
to make a major impact, both for our clients
and for the industry as a whole. Wherever
we are and whatever we do, we want people
to be wowed. Interacting with the Growth
Engineering brand should never, ever cause
boredom.

5. KIND BOLD
05THE SUPERHERO CODE
We’ve drawn up the following list of values to help determine how we wage our war on dull online learning. While our values are supremely
important to us, you shouldn’t think of them as an albatross around your neck. They’re primarily a cultural tool, there to help make working for
Growth Engineering a fun experience. Think of the following as the ‘Growth Engineering Playbook’:
Superheroes can do it by themselves, but
they’re more powerful as part of a team.
Even Superman needs assistance from the
Justice League from time to time.
Superheroes are never dull. They’ve got
brightsuits,flashygadgetsandthey’realways
off on awesome adventures. Brandish your
very own Blandblaster and banish boredom
forevermore!
As superheroes we never act in any way
that would make us look like villains. We
are vigilant, mindful and act with boundless
professionalism and integrity.
THE SUPERHERO CODETHE GROWTH ENGINEERING CODE OF ETHICS

6. GROWTHENGINEERING
x
x x x x x x
06OUR LOGO
OUR LOGOGROWTH ENGINEERING’S COAT OF ARMS
GROWTH ENGINEERING APPROVED LOGOS
AVOID THE BRAND POLICE. DON’T DO ANY OF THE FOLLOWING:
UNAUTHORIZED LOGO USAGE
#1: MAIN NAVY OVER WHITE #2: INVERSE WHITE OVER NAVY #3: ALL WHITE OVER NAVY
Don’t stretch it out horizontally
or vertically. Our logo isn’t a toy!
Don’t rotate our logo. It makes
us feel dizzy and it can cause
extreme disorientation.
Don’t change the colours of the
text or the speech bubbles, or
the font for that matter.
Don’t use the logo on anything
other than a white or navy blue
background.
Don’t drop the speech bubbles.
They are part of who we are!
Don’t use a drop shadow behind
the logo, it already stands out
more than you can imagine.
*Please note: high quality versions of all approved logos are available on the Growth Engineering Drive.

7. 07OUR BATTLECRY
OUR BATTLECRYGROWTH ENGINEERING’S APPROVED STRAPLINES: SAY THEM LOUD AND PROUD!
#1 WE WAGE WAR ON DULL ONLINE LEARNING!
#3 UNLEASH YOUR INNER SUPERHERO!
#2 TURN YOUR ZOMBIE LEARNERS INTO
LEARNING LEGENDS!

8. 08THE ‘WOW’ PALETTE
BRIGHT, BOLD AND BEAUTIFUL: A COLOUR PALETTE DESIGNED TO MAKE AN IMPACT!
NAVYTURQUOISE GREEN
SKY
THE ‘WOW’ PALETTE
CYAN
HEX: #0AB9A7
RGB: 10, 185, 167
CMYK: 95, 0, 10, 27
PANTONE: Solid
Coated 7465 C
HEX: #193654
RGB: 25, 54, 84
CMYK: 70, 36, 0, 67
PANTONE: Solid
Coated 534 C
HEX: #8CD600
RGB: 140, 214, 0
CMYK: 35, 0, 100, 16
PANTONE: Solid
Coated 375 C
HEX: #2CE6F7
RGB: 44, 230, 247
CMYK: 82, 7, 0, 3
PANTONE: Solid
Coated 3105 C
HEX: #1CEBB3
RGB: 28, 235, 179
CMYK: 88, 0, 24, 8
PANTONE: Solid
Coated 3385 C
HEX: #EF92D3
RGB: 239, 146, 211
CMYK: 7, 50, 0, 0
PANTONE: Solid
Coated 223 C
* Blandblaster Pink is only to be used
in content and imagery associated with
Juliette Denny.
PINK

9. G
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B C D E
9COLOUR COMBOS
COLOUR COMBOSCOMBINING COLOURS AND CREATING HARMONY!
◊◊ While we have five different colours in our palette, the
colour combinations are limited.
◊◊ When combining colours, ‘Navy’ must always be used
as the ‘base’ or ‘accent’ colour.
◊◊ In other words the following colour combinations are
acceptable: (A2 to A5 and 1B to 1E).
◊◊ All other colour combinations should be avoided.
However a select few other combinations can still work
in some cases such as B3, C2, C4, C5, D3 and E3.
◊◊ When applying our colours to a white background,
please take great care when using ‘Sky’, ‘Cyan’ or ‘Green’
– in most cases these colours will not look impactful on
the page.
◊◊ All boxes with a red border demonstrate an
unacceptable combination of our colours.

10. 10OUR FONTS
OUR FONTSA COMIC SANS / TIMES NEW ROMAN FREE ZONE!
THIS IS AN
EXAMPLE DOCUMENT
FONTS GET SMALLER AS WE MOVE DOWN THE PAGE.
WHEN OSWALD IS RE-USED IT SHOULD BE SMALLER
The majority of text should be justified with the last line aligned
left. Exceptions to this rule include cases where the amount of text
on a line causes words to be three spaces apart.
The majority of text should be justified with the last line aligned
left. Exceptions to this rule include cases where the amount of text
on a line causes words to be three spaces apart.
*Please ensure that the auto-hyphenation is turned off. This
will prevent words from being split in two.
FONT SET 1: For use in non-editable documents
(PDFs, Videos, Our Website, Printed Graphics, etc.)
OSWALD IS OUR HEADER FONT
OSWALD IS OUR SUBTITLE / HIGHLIGHT FONT (SIZE MAY VARY)
Open sans is our main body font. Open sans is our main body font.
Open sans is our main body font. Open sans is our main body font.
Open sans is our main body font. Open sans is our main body font.
ALL CAPS BOLD GEORGIA IS OUR HEADER FONT
Georgia Italic is our subtitle / highlight font
Georgia is our main body font. Georgia is our main body font.
Georgia is our main body font. Georgia is our main body font.
Georgia is our main body font. Georgia is our main body font.
FONT SET 2: For use in editable documents (Word Documents, PowerPoints, etc.)
Georgia is a common font and will work across all computers.
*Please ensure that the auto-hyphenation is turned off. This
will prevent words from being split in two.

11. 11FORMATTING RULES
FORMATTING RULES
WHERE OSWALD
TITLES EXTEND OVER
MULTIPLE LINES, PLEASE
LIMIT THE SPACING BETWEEN
THEM.THELINESSHOULDSITON
TOP OF EACH OTHER IN A SNUG FASHION.
PRESENTATION IS EVERYTHING!
FONT GENERAL RULES:
◊◊ Please use your own judgement when selecting colours, and use
the ‘Colour Combos’ (page 10) of these guidelines to help light
the way.
◊◊ The header (whether Oswald or Georgia) should be in all caps
and should be the largest font on the page. When Oswald is re-
used on a page, it should be smaller than the main header.
◊◊ Drop shadows should only be used on main headers, not on
secondary headers, subtitles or main body text. Drop shadow
settings should be set to Opacity 50%, Distance 5.0 and Softness
0.0. Drop shadow should only be used when needed to separate
the text from the background.
◊◊ The subtitle should be the second largest font on the page.
◊◊ Body text (whether Open Sans or Georgia) should be the smallest
font on the page. Body text font size should be kept consistent.
◊◊ Wherever possible, headers and subtitles should not be more
than a single line of text, though exceptions can be made.
In main body text, bold font type
can be used to highlight key points.
In main body text, ‘italics can be used
when we are providing a quote’.
In main body text, different colour
text that has been underlined can be
used to demonstrate the presence
of a hyperlink.
CALL OUT BOXES
These can be used to highlight key
points, but should not be over-used.

12. 12TEXT EFFECTS
TEXT EFFECTSFOR WHEN YOU’VE GOT A MESSAGE TO GET ACROSS!
Say it loud and say it proud! Adding effects to your Headers and Titles can be a great way to get your
message across. But using text effects can water down the brand and damage our identity. For this
reason, text effects should only be applied by a Growth Engineering Graphic Designer and in the
following circumstances:
LEARNING
LEGENDS
LEARNING
LEGENDS
GROWTH ENGINEERING’S
1. When the ‘Unleash Your Inner
Superhero’ tag is applied
3. Within Presentations to
highlight key points
2. On the title page of a
White Paper
Please find some examples below:

13. 13PRIMARY IMAGES
PRIMARY IMAGESGROWTH ENGINEERING IMAGES FALL INTO THREE CATEGORIES:
As the arch-enemies of dull online learning, we need something tangible
to battle against – a flesh and blood representation of what we’re trying to
stop.
Zombie learners are the terrifying by-product of a dull online learning
experience. They’ve been bitten by the boring bug, the light has drained
from their eyes and they’ve become a barely-functioning, slobbering
mess. Worse still, they’re completely uninterested in their professional
development. The horror…!
It’s our mission to stop the spread of zombie learners throughout the
globe. We’re like Brad Pitt in World War Z, except we’re not phoning this
performance in.
How do we stop it? At the source. We don’t kill zombie learners (they were
people once, after all), we stop the spread of dull online learning by creating
engaging and exciting learning experiences. A truly noble cause, I’m sure
you’ll agree.
ZOMBIES

14. 14PRIMARY IMAGES
PRIMARY IMAGESGROWTH ENGINEERING IMAGES FALL INTO THREE CATEGORIES:
Growth Engineering is home to a group of incredibly talented people
who work together to achieve the same extraordinary goal: to improve
the training and development experience for hundreds of thousands of
dedicated learners.
Each and every team member is a superhero in their own right and we
recognise this fact.
When we use images of team members throughout Marketing collateral,
we do not show them in their everyday human guise. We only ever show
their heroic alter egos. This is our way of telling the world that we’ve got a
team that’s ready to shake up the eLearning landscape.
Think about it. Would you rather interact with Bob, the Customer Service
Expert, or Super Bob, the Customer Crusader? Now imagine having an
entire team of superheroes at your beck and call. What can’t we achieve
together?
TEAM MEMBERS

15. 15PRIMARY IMAGES
PRIMARY IMAGESGROWTH ENGINEERING IMAGES FALL INTO THREE CATEGORIES:
Everyone secretly wants to slide into a spandex costume, wear their pants
on the outside of their clothes and strap a cape to their back. We all want to
be a superhero. Who wouldn’t want to be some combination of James Bond,
Wonder Woman and Albert Einstein?
They are the best we imagine we could be. They battle against impossible
odds and somehow always come out on top. They are examples of potential,
fully unlocked.
More importantly, their moral compass points true north. They help
people, whenever they can. And that’s what we’re all about. Here at Growth
Engineering, we create learner-focused solutions that unlock people’s full
potential. We create learning superheroes.
The battle against dull online learning won’t be won overnight, so we need
as much help as we can get. That’s why we’re creating an army of learning
superheroes, ready to lead the charge and change the world!
SUPERHEROES

16. 16SUPERHERO IMAGE RULES
SUPERHERO IMAGE RULESPRIMARY IMAGES SHOULD BE EXCITING AND FUN, WHILE REPRESENTING THE GROWTH ENGINEERING BRAND
C
OLOUR#1
COLOUR#2
◊◊ You may use colours
from outside the Growth
Engineering ‘Wow Palette’.
◊◊ Growth Engineering
Superheroes should not
look overly sexualised, be
unrealistically proportioned,
or preposterously muscular.
Remember: heroes come in
all shapes and sizes!
◊◊ Superhero Images must
always be based on a Growth
Engineering Team Member,
Customer or a figure of
prominence within the
online learning community.
◊◊ When a male Growth
Engineering Superhero
is used as part of our
marketing effort, we must
also use a female Growth
Engineering Superhero.
◊◊ You must use a minimum of
two colours from within the
Growth Engineering ‘Wow
Palette’.
◊◊ Wherever possible a
Superhero Image should
reflect the job role or
position of the person
on which it is based. For
instance, a ‘Word Warrior’
should brandish a pen as
a weapon and ‘Captain
Camera’ should have a
camera.
◊◊ Superheroes only. Normal
looking folk will be shown the
door.

17. 17SOCIAL MEDIA IMAGES
SOCIAL MEDIA IMAGESSHARING IS CARING!
PLEASE FOLLOW THESE STANDARDS WHEN POSTING IMAGES TO SOCIAL MEDIA OUTLETS:
WHEN USING GROWTH ENGINEERING’S SOCIAL MEDIA CHANNELS, YOU MAY POST IMAGES AND VIDEOS THAT DO NOT COMPLY TO OUR BRAND GUIDELINES, SO LONG
AS THEY MATCH OUR FUN-FOCUSED TONE OF VOICE AND MAP NEATLY ONTO OUR ORGANISATIONAL VALUES.
Twitter cover image: 1500 x 500 pixels
Facebook cover image: 828 x 315
Twitter post image: 1024 x 512 pixels LinkedIn cover image: 4000x1700 pixels
LinkedIn blog image: 1200 x 627 pixelsFacebook link sharing image: 1200 x 637 pixels

18. 18WHAT WENT WRONG?
WHAT WENT WRONG?THIS IS WHAT HAPPENS WHEN CONSISTENCY GOES OUT THE WINDOW!
Somebody picked the wrong Header
font. Angelina is no longer a part of
Growth Engineering’s brand package.
Do not apply gradients or transparency to
our colours. This waters down their impact
and makes us look a bit wishy-washy.
We don’t use photography as part of
the brand and we try to steer away
from corporate images wherever
possible. No pictures of calculators
or stock image salespeople please.
What’s this font? It looks like Arial,
which is not part of the Growth
Engineering family of fonts.
Oswald should not be used
in the main body of text.
A piece of collateral like this should sign
off with a Call to Action and a link to
our website. We also haven’t included
our logo anywhere in this document. It
should be right at the top, in the centre.
White text on the ‘Sky’ background
just doesn’t work. It’s barely visible.
Call out boxes are okay, but why is this
one grey? That colour is not part of the
‘Wow Palette’! 50 Shades of No Way!
Who let this guy in? When it comes to
‘Primary Images’ we only use Growth
Engineering team members, customers
or ‘friends’. This guy hasn’t been created
according to our brand guidelines and
he’s not a superhero or a zombie.

19. 19BRANDED ASSETS
BRANDED ASSETSEVERYTHING YOU NEED TO SUCCEED!
◊◊ The GE PowerPoint Template
◊◊ The GE Word Doc Template
◊◊ The GE Google Doc Template
◊◊ Growth Engineering Letterhead
◊◊ Editable Signature File
◊◊ The Primary Image Library
◊◊ The Screenshot Library
◊◊ Image Templates
CLICK HERE TO ACCESS OUR BRAND BUNDLE
CLICK HERE TO ACCESS OUR IMAGE LIBRARY
This includes:
This includes:

20. 1
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20THE KEY TAKEAWAYS
THE KEY TAKEAWAYSTHINGS TO REMEMBER!
Stay consistently consistent. Never waver.
If you’re ever uncertain, refer to the Brand Battlepack. If that
doesn’t resolve the issue – don’t panic. Get in touch with one
of Growth Engineering’s highly trained brand mechanics and
we’ll get you up and running in no time.
Have fun while using the Growth Engineering brand.
Remember to create things that make people smile!