rascalsystems.com
our brand simplicity | visibility | control
in this guide 03
04-05
08
09
introduction
colours
06-07
what drives us brand essence
pantone 226
fonts
logo
myriad pro10bold helvetica catchline The purpose of the strap-line is to condense our essence into our promise. This will be visible across all communications.
11
assets
12-13
how do we look
2
| our brand
brochure | website | powerpoint
rascalsystems.com
introduction The following guidelines have been developed to ensure that the rascal brand conveys a consistent identity across all communications. Corporate identity defines a company to itself as well as to the outside world. It is an investment in the company’s future and helps lend credibility and professionalism to the business. Using our coprorate identity correctly and consistently is important. Every time we use our logo, we send a message about the quality of our services, about the value we place on the organisation and ourselves.
simplicity | visibility | control
our brand
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what drives us The things that matter to rascal and are central to it delivering on our promise:
Continuous development Grounded Integrity Results
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| our brand
Continuous development is essential. The landscape in which we operate is always evolving, what remains constant is the need to work with our retail partners to help them cut their costs. Continuous development of our technology and service allows us to achieve this - it allows us to see endless possibilities beyond limits and opportunities in our challenge. The best results come from collaborative partnerships and we achieve this by putting ourselves in other people‘s shoes and treating people how we would wish to be treated. We work in a collaborative and proactive way - because it‘s the only way. Trust is hard earned and easily lost. Everyone at rascal is there to make a difference, offering our retail partners full dedication every time. We are committed to working truthfully and honestly, without excuse or exception. At rascal each of us is accountable, aware of our actions and the potential impact we can have on our retail partners’ businesses. We always have a better outcome in our sights. Everything we do is a means to an end, and that end is delivering results for our retail partners. Results aren‘t optional - they‘re essential.
rascalsystems.com
brand essence Brand Essence is the heart and soul of a brand – a brand’s fundamental nature or quality. It is a constant, it never changes, it is central to our business and underpins everything we do.
‘At rascal we develop advanced mobile technology, giving retailers the power to minimise stock losses and maximise category sales and profitability, delivering simplicity, visibility and control’
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how do we look The rascal identity is a powerful tool which helps give us the profile we deserve. It enables us to stand out from the crowd and enhance our core essence of being reliable, ambitious and above all, specialists in our field. As a strong and consistent platform for promotion, the brand assists in increasing pride and appreciation internally and enhancing perceptions and increasing awareness externally. Bold, confident and distinctive, the rascal brand is an identity which demands attention, heads-up and promotes the company:
X
NEVER DISTORT, STRETCH OR ROTATE THE LOGO
Myriad Pro Bold 6
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rascalsystems.com
our brand
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colours rascal adopts a simple colour pallet. The primary colour is Pantone 226.
pantone 226 black grey 90% black
vibrant & creative
Black is used for display headings and general text, although a dark grey (90% black ) can be used for text and general use as best suited.
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c 0 m 99 y 0 k 0
R 229 G 0 B 133
c 0 m 0 y 0 k 90
R 57 G 55 B 58
rascalsystems.com
fonts / typography The primary corporate typefaces are from the Helvetica family, which is to be used across all collateral. There are three typefaces to be used in marketing communications materials –
Myriad Pro Bold — name style only 75 Helvetica Bold 55 Helvetica Roman Helvetica is a straightforward, legible font, which is pleasing on the eye and is used to represent the modern and technological position of rascal and its assets. Use Helvetica for all collateral. Consistent use of type families will contribute to a unified brand image.
NOTE:
All headings and body copy / text should be range / set left. All main headings to be in lower case. Subheadings to be in upper and lower case. rascal to appear in bold in ALL text / copy.
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catchline The purpose of the strap-line is to condense our essence into our promise. This will be visible across all communications. It is an emotive statement, and should summarise what we wish our customers to feel when they think about the rascal product and service. The catchline is used whenever the rascal brand is introduced to the viewer. Subsequent logos do not have to carry the catchline.
simplicity | visibility | control
Printed / branded stand alone products should carry the catchline wherever possible.
simplicity | visibility | control
simplicity | visibility | control Myriad Pro Bold 10
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rascalsystems.com
assets An interactive reporting solution designed to give consistency in customer communications. rascal insight provides a highly versatile Management Information tool that enables total visibility across a wide range of compliance and commercial data. Using rascal insight problem stores and areas can be instantly and easily identified. rascal then works to provide support and corrective action to improve store and supplier performance. rascal insight has a multitude of reports available to the retailer, publisher, distributor and merchandiser.
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how do we look Examples of our brand in action‌
brochure
12
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rascalsystems.com
website
powerpoint our brand
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rascalsystems.com
advanced mobile technology, giving retailers the power to minimise stock losses, maximise category sales and profitability. For further information, please call: Jonty Edwards on
01908 283900
enquiries@rascalsystems.com