Corporate Brand Guidelines

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Something for Everyone

Est. 1972

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Something for Everyone Brand Guidelines VERSION 1.0

Est. 1972

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Why These Guidelines Exist This document is a guide to implementing our brand correctly and consistently in all display communications.

It will explain what our brand stands for and how the various creative elements come together to create our range of internal and external communications.

This guide must be used when creating or commissioning any form of communication that will be displayed to staff, customer, or any other external usage.

If, when using this document, you are unsure of any aspect please contact the Marketing Department.

Full contact details are available on page 53.

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Contents

Brand Guidelines

VERSION 1.0

Contents Page

Chapter

8

Our Philosophy

12

Our Strapline

14

Talking to Our Customers

18

Company Identity Guidelines

38

Application of Brand Identity

40

Company Sub Brand Guidelines

44

Financial Advertising Guidelines

46

Specification Abbreviations

50

Questions You May Have

52

Approval Process

53

Helpful Contacts

7

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Who We Are Since 1972 Buy As You View has been providing people of all circumstances with the ability to access quality home furniture, branded electrical products and essential home appliances on a pay weekly, hire purchase basis.

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Philosophy

Who Are We

Buy As You View was established over 40 years ago. In that time we have enabled people from very different backgrounds to access the best technology and products for the home via an affordable weekly payment.

The values we hold have become ever more important in the competitive marketplace. Therefore, how our brand is presented has become ever more important too.

Our Brand Values Customer-Centric Friendly and Honest Aordable Financial Transparency Market Leader Excellence

VERSION 1.0

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Our Mission Statement Our Mission Statement actually pre-dates the current brand by 27 years (when we started the company it was known as “Just Rentals�). The Mission Statement describes our company ethos as well as reminding us of our goals and informing our decision making, as all good mission statements should.

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Philosophy

Mission Statement

VERSION 1.0

Mission Statement: “Enabling customers and employees to improve their lifestyle and achieve their aspirations through commitment, loyalty and trust.�

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Our Strapline When we created the strapline we set out to deďŹ ne exactly what Buy As You View does and what it strives to achieve, then distill that down into a memorable catchphrase. It needed to be simple, easy to assimilate and crystal clear, while carrying a wealth and depth of meaning to both customers and employees alike.

All this and, of course, it had to be catchy too.

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Our Strapline

Something for Everyone

A strapline is a short, memorable phrase designed to sum up the values and content of a brand. It’s important to use the strapline in all communications in a consistent manner.

Our strapline “Something for Everyone” applies to four elemental areas of our business:

VERSION 1.0

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Customers Our customers are from a diverse economic background, so Buy As You View aim to offer a service to every individual no matter what financial situation they may be in.

Staff

Something for Everyone

Buy As You View pride ourselves on our employment record. We offer a diverse range of employment opportunities, training, staff perks and much more.

Product Our product range consists of a broad spectrum of goods: value to top brand, style items to daily essentials, and entertainment.

Payment Options

Note: See the Typography section for guidance on font usage, colour and appearance of the strapline.

We now offer our widest range of payment options ever: cash, weekly Direct Debit, PayPoint, and our coin meter.

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Talking to Our Customers A few years ago we used to sponsor our very own brass band, the “Cory Band” which used to play at special events and help us to support charities and many other good causes. And whenever the band used to play it was, of course, vital that they were all on the same song sheet.

We believe that in both internal and external business communication we should all be singing off the same hymn sheet; using a consistent message and “tone of voice” in all forms of communication.

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Talking to Our Customers

Tone of Voice

VERSION 1.0

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Internal Communications When creating copy for internal communications we should ensure we are always clearly understood.

Please use clear, easily understood language, avoiding abbreviations where no explanation has been given (see “abbreviations�).

It goes without saying that no communication should be used to offend or attack any individual or group on any level.

Customer Facing Communications We must be especially careful in our communications to our customers.

Our basic approach is: use easily understood language, avoid business speak, be honest, transparent, engaging, non-technical wherever possible, and to the point.

All communication must avoid any explicit or demeaning wording.

Verbal Communications Whether we are speaking to staff, suppliers, or customers, our speech should be clear, non-technical wherever possible, honest, and transparent. Under no circumstances should our verbal communications include explicit, rude, dishonest, or demeaning words.

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A Word with Our Customers These examples apply mainly to written communications, but are also valid in our daily verbal communications with sta and customers alike.

We Like Words Such as‌ Yes No problem

Simple

Value Affordable

Fabulous

Low Satisfaction

Enjoy

Service

Finance

Great

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Talking to Our Customers

Words We like and Don’t Like

We Don’t Like Words Such as…

No

Credit

Any Technobabble (e.g. “PVR”)

Unfortunately Slang words

Cheap

Bad

Won’t

Easy Finance Can’t Any swear words

VERSION 1.0

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Masterbrand Logo A journey of a thousand miles begins with the first step, so it is vital to maintain a professional, disciplined approach when applying the logo as any small variation can quickly lead to other minor and seemingly insignificant “tweaks” being added.

Having several different versions of the logo in circulation will weaken the brand.

So wherever possible the “Masterbrand Logo” should be used.

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Company Identity Guidelines

Masterbrand Logo & Alternates

Est. 1972 This logo should almost always be used (see over for exceptions).

It must always appear complete, as shown here and including the surrounding coloured box and in the same proportions regardless of size.

VERSION 1.0

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Masterbrand Logo

Exceptional Logo Variations While the Masterbrand Logo should always be used, there are a small number of instances when these simplified variations may be used instead — but only in exceptional circumstances and always with the express permission of the Marketing Department.

Est. 1972

Logo without Stripes

Est. 1972

The Masterbrand Logo should be used exactly as it appears here wherever possible, including the coloured box, which should always remain in the shown proportion to the rest of the logo regardless of size.

Where reproduction techniques do not allow for correct appearance of the stripes, this simplified version may be used. No other alterations may be made.

Black & White Logo

Black & White Logo without Stripes

Please refer to the Marketing Department for all logo artwork and correct file formats.

Est. 1972

Where reproduction techniques do not allow for correct appearance of the colour this black & white version may be used.

Where reproduction techniques don’t allow for correct appearance of the colour and stripes then this simplified black & white version may be used.

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Company Identity Guidelines

Logo Exclusion Zone & Min. Size

VERSION 1.0

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Minimum Space Around Logo

Logo Exclusion Zone & Minimum Size Careful consideration should always be given to both the size of the logo and the available space around it.

Xmm

Xmm

Minimum Gap = Xmm

Est. 1972 Xmm

Here you will find the details of how to use it correctly.

Minimum Size of Logo

Minimum height = 14mm Est. 1972

The type used in the logo should never appear smaller than 6 point and care should be taken to check for legibility (e.g. check print proofs for ink bleed and filling in).

In general use, at any given size, the space/exclusion zone around the coloured box should be set to a minimum value that is equal to the gap between the bottom of the lower swirl and the bottom of the colour box. This value should then dictate the gap to leave on each side, above and below the colour box. This may be varied for a particular instance but only with the approval of the Marketing Department.

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White

Masterbrand Logo Use on Backgrounds Care should always be taken when placing the logo on coloured or photographic backgrounds to ensure it remains clear and legible. Here is some basic guidance, although if there is any doubt over correct use then please contact the Marketing Department for advice.

Est. 1972

✓ Colour (Not Clashing)

Est. 1972

Simple, light and complementary coloured backgrounds are ideal as they provide the best legibility through high contrast.

✓ Image (Light & Legible)

✓ Image (Manipulated So Legible)

Est. 1972

Est. 1972

Where used over imagery, care should be taken to avoid use over details (e.g. people’s faces) or areas of contrasting light and dark tones.

If a detailed image has to be used then the image should be manipulated for best appearance of the logo (e.g. soften contrasting areas).

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Company Identity Guidelines

Logo Do’s & Do Not’s

VERSION 1.0

X DO NOT Crop, Clip or Condense

X DO NOT Re-colour or Shade

X DO NOT Distort, Squash or Stretch

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Masterbrand Logo Do Not’s Est. 1972

Incorrect use of the logo makes both the brand and the person who has misused it look amateurish and inconsistent. It’s a big “No-No”!

It is important therefore that the logo is implemented correctly from a technical and from a “creative” point of view—so everyone must resist any temptation to tailor or alter the logo, either accidentally or deliberately for any reason.

X DO NOT Obstruct the Logo

D OUL S S H O G O! E C N HE L STA U M OV E R T IRC O C PEAR N ER AP UND THING A NY

Est. 1972

Est. 1972

X DO NOT Re-master or Re-purpose

Est. 1972

something for everyone

Est. 1972

X DO NOT

Use Interfering Background Images

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Typography Careful thought and consideration has been put into developing a set of practical and attractive fonts that support and form a vital part of the company branding when used correctly.

These fonts reflect the company ethos and public image by relaying the “tone-of-voice� when communicating in the written form. It is vital therefore that these fonts are used consistently and appropriately as described here.

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Company Identity Guidelines

Typefaces Our typefaces have been very carefully chosen to reinforce the company brand and be economical in specific situations.

Our current brand typefaces are:

Beton Myriad

Angelina DO NOT USE SIMILAR TYPEFACES IN PLACE OF THESE.

You may introduce project typefaces where appropriate (e.g. for a Halloween poster you may use a project font), however, please still use the other brand fonts where appropriate (eg.

Myriad for body copy).

If in doubt, please refer to the most recent relevant literature or ask the Marketing Department.

Typography Introduction

Beton Demi Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Beton Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Myriad Pro Family ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Angelina ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

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Beton Demi Bold is used for headlines, call outs, price points, product specification titles, some contact information, and our strapline.

Beton Bold is used rarely for occasional call outs. Currently also used in product names.

Myriad Pro (Regular, Light and italic variants) is used for body text. It is also used in headlines and sub headlines, usually beneath Beton.

Angelina is used for friendly & soft sales and scripty bits! (The soft "Marketing Voice" of Buy As You View)

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Beton Typeface Family

Beton Demi Bold The quick brown fox jumps over the lazy dog

This typeface has a lot of history, being designed in 1936. It is a slab serif typeface and you’ll see lots of similar typefaces if you look around. It is particularly neat, easy to read, nicely ‘retro’ with good character. It also works very well online.

The quick brown fox jumps over the lazy dog

The Beton typeface family should not be used smaller than 7pt.

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog Beton Bold The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

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Company Identity Guidelines

Myriad Pro Typeface Family

Beton & Myriad Pro Typeface Family

VERSION 1.0

Myriad Pro Regular The quick brown fox jumps over the lazy dog

Created by Adobe and originally called simply Myriad, Myriad Pro was an updated version created in 2000 to be even more useful. You’ll notice it in lots of places as it is very clean, legible, and economic in the space it uses. Myriad Pro is a great choice for large bodies of text or bold headlines. It loves to be read.

Myriad is used for main text. It is also used in headlines and sub headlines, usually beneath Beton.

Myriad Pro family should not be used smaller than 7pt.

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog Myriad Pro Bold The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

The quick brown fox jumps over the lazy dog

Other Myriad Pro family typefaces are available but not shown.

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Angelina Typeface Family

Angelina The quick brown fox ju mps over the lazy dog

Angelina was created in 1995 to be very friendly and approachable. It’s really good at getting you to notice something without having to raise it’s voice. Whatever we need to say, using Angelina makes it more palatable.

Angelina should not be used smaller than 12pt.

The quick brown fox ju mps over the lazy dog

The quick brown fox ju mps over the lazy dog

The quick brown fox ju mps over the lazy dog

The quick brown fox ju mps over the lazy dog

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Strapline Guidelines A strapline is a graphic element as well as a catchphrase, so it’s appearance is as important as the words. The strapline should look as familiar and consistent in appearance as it sounds when spoken.

Typography Examples

Company Identity Guidelines

Angelina Typeface & Examples

VERSION 1.0

Font Beton Demi Bold Font Used

Primary Core Colour, White or Black

Capitalised “S” & “E” but NOT“f”

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Something for Everyone Beton Demi Bold should always be used for the strapline wherever possible.

The primary core brand colour should ideally be used, although black or white variations are acceptable where an alternative is required.

The strapline is set in “Capital Case”, which means main words such as “Something” and “Everyone” start with capitals, while linking words such as “for” do not.

Company Handbooks

Catalogues & Advertisements

Email Marketing & Direct Sales

Beton Demi Bold is used as the headline font, with a Myriad Pro Light used for sub-headings and Myriad Pro used for body copy.

Myriad Pro Light is used as a heading, while Myriad Pro Bold is the sub-heading and Myriad Pro is used for the body copy.

Angelina is used here as an informal headline to carry the friendliness of the brand in a direct sales application, alongside the other fonts.

Our different fonts each have a job to perform. Here’s a few examples of them in action to illustrate good usage.

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Colour Like the strapline, the core company colour was not just picked out of a hat. Firstly, a whole range of appropriate colours was researched and tested thoroughly before arriving at the our current core brand colour known as “Grape�.

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Company Identity Guidelines

Core Colours

VERSION 1.0

Primary Core Colour - “Grape”

Core Colours Please ensure that you use the exact colour references shown.

Pantone+ 220C C0 | M100 | Y35 | K40 R159 | G0 | B65 #9f0041

When blending two colours, please refer to pairings.

For example, Pantone+ 220C and Pantone+ 205C can be used together to create the light to dark graduation seen on highlight graphics (“save” splats etc.)

If you have a special requirement that may require a different tone in order to visually match (such as printing on unusual substrates, RAL codes etc) or you require a historical Pantone reference code, please liaise closely with the Marketing Department throughout the process.

Secondary Core Colours - “Candy”

Current Supporting Charcoal Tones

Pantone+ 205C C00 | M80 | Y25 | K5 R225 | G79 | B122 #e14f7a

C75 | M56 | Y56 | K50 R57 | G57 | B57 #393939

Full contact details are in the back of this guide.

DO NOT USE COLOURS USED BY DIRECT COMPETITORS

X DO NOT Use Direct Competitors Colours

C67 | M53 | Y52 | K30 R86 | G85 | B86 #565556

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Images A huge part of our branding is conveyed by the imagery we use, therefore it is highly important these style guides are followed.

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Company Identity Guidelines

Images

Lifestyle Images

DO NOT USE:

• • • • • • • •

Low resolutions images Overly compressed images Poorly cropped images Overly busy images Clip art (when customer facing) Uninspiring images Over or under exposed images Highly aspirational lifestyle images • Overtly sexual, suggestive or explicit images

Lifestyle Images When choosing lifestyle images use the following guidance: mainly use females, use males sparingly, use partial family units (e.g. mum with child) and appropriate images featuring where possible a broad racial and cultural mix.

Product Supporting Lifestyle Images

Product Supporting Non-lifestyle Images

Product Supporting Lifestyle Images When supporting products with lifestyle imagery use something that supports the benefit or feature of the product.

Product Supporting Non-lifestyle Images Products can also be supported by non-lifestyle images (texture, abstract, colour). Use sparingly.

Service Lifestyle Images Always use friendly, female, neat, reasonably attractive people unless you are producing something for a particular effect within the creative.

Service Lifestyle Images

VERSION 1.0

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Graphic Elements There are a number of supporting graphic elements that are used through all media. Please ensure you use these items wherever possible.

Please do not create new items without consulting the Marketing Department first.

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Company Identity Guidelines

Graphic Elements

VERSION 1.0

Feature Splats

Text Effects

Bokeh

These elements do change from time to time so please ensure you are using the latest brand guidelines. This can be checked and downloaded online at titledesigns.co.uk/bayv/brandguidelines Dashes Bokeh The bokeh should be used to create a link in the branding especially when logos are not visible. If a panel or small area of bokeh cannot be used then reference may be made to it in another creative way (such as a pink sequin dress, a photo, sequin cushion on sofa etc).

Dashes Use dashes as shown to highlight call outs, contact details, other highlights.

Dots

Dots Another element for call outs, contact details, other emphasis.

Splats Sale, new items, instructions, features, information.

Text Effects The Beton font can have a stroke applied to highlight it’s message on the page.

Sales Splats

Call us no w

o

0845 121 n 5690 (quote re f: CAT324)

NEW

for winter

NEW

stroke

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Core Summary This section is intended to provide a quick reference resource that briefly outlines all the key assets and elements associated with the brand.

It’s a summary of the elemental building blocks of the brand and therefore the business—the very building blocks of the things that make us, well, us!

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Company Identity Guidelines

Masterbrand Logo

Core Summary

1

No Late Fees

An example of the correct use of the Masterbrand Logo.

5

Colour

2

3

11

All Circumst

4

5

6

7

3

Examples of the correct use of the Core and Secondary Core Colours.

Typography

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VERSION 1.0

6

7

Examples of the correct use of typography and fonts.

Imagery

8

9

8 1

Examples of the correct use of imagery to ensure great communication with our target audience.

Graphic Elements

10

4

11

Examples of the correct use of graphic elements to quickly highlight in a simple and clear form the essence of the message.

9 2

10

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Print Examples A cohesive brand leads to increased customer awareness, improved response rates and, ultimately, better business. It is important therefore to refer to these guidelines as well as current campaigns for look and feel.

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Company Identity Guidelines

Digital Examples Consistency is key across all media, whether it is appearing in cyber space or the market place. So whilst dierent media have dierent requirements care must always be taken to ensure the visual assets always appear on brand.

Print & Web Examples

VERSION 1.0

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Sub Brands We have guidelines in place for two sub-brands that both have logo identities. Note that we also have other products that do not yet have full sub-brand status (i.e. Equipment Protection Scheme, Recommend a Friend, and Whatever You Want).

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Company Identity Guidelines

Valueline (see overleaf )

Valueline & All Sorted Examples Valueline and All Sorted have a well established look and feel, so have genuine sub-brand status and should therefore always look the same.

Other Examples Recommend A Friend and Whatever You Want are less visually defined offerings so just require “campaign� consistency.

Equipment Protection Service

Recommend a Friend

Whatever You Want

Sub Brands Identity Guidelines

VERSION 1.0

All Sorted (see overleaf )

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Logogram

All Sorted The All Sorted financial product is a sub-brand with its own unique identity including colour, font and icon as well as the full logo.

Icon Isolated

Logogram

Supporting Imagery

Use the icon where the logogram may not be used, when size is critical, eg. within a product specification in a catalogue listing.

Wherever possible use the full logogram, along with sympathetic colouring as well as corporate brand elements, for example fonts.

Use imagery that is in line with the main brand but that reflects the benefits of the product, such as relaxation.

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Company Identity Guidelines

Sub Brands Identity Guidelines

VERSION 1.0

Logotype

Valueline Valueline is the sub-brand used to present the quality refurbished stock.

This too has its own font, strapline, logotype, colour scheme and also utilises seasonal imagery where appropriate.

Valueline Font and Colour

Logotype and Strapline

Seasonal Imagery

Helvetica Neue, Myriad Pro and blue colour scheme ensure a style and look that adapts well with new background images and products.

The Valueline logotype is often used with a strapline outlining the key features of the product range.

Changing images to reflect the season helps to reinforce the Valueline identity.

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Financial Advertising Guidelines As a company that is regulated by the FSA (Financial Services Authority) we have to operate under very strict guidelines when communicating information concerning any kind of credit. We often take legal advice before distributing new marketing, sales or other customer-facing material, so it is vital to make sure you adhere to the full rules which are briefly summarised here for your convenience.

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Financial Ad Guidelines

Summary

VERSION 1.0

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APR Example

APR There are certain “triggers� that influence a design, one being the presence of the APR which ensures a financial transparency.

Price Tags The size of the product weekly price tags has a direct relationship with the size and prominence of the APR percentage. The APR must be greater than any weekly price shown.

Representative Example Also, influenced by the triggers, a Representative Example needs to be present to abide to the legal requirements.

Weekly Price Tag Prominence

Representative Example

Positioning, size, boldness and colour all have to be factored in to ensure the APR has a greater prominence.

A clear example has be included and explained to meet the guidelines.

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Specification Abbreviations As a retail business we often use a great deal of technical terms, abbreviations and jargon. To help simplify some of this and make sure we are all speaking the same technical language in a consistent manner we have gathered some of our most commonly used terms and their abbreviations. Please make sure you use these abbreviations where appropriate, paying particular attention to the use of upper or lower case letters.

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Specification Abbreviations

Summary

VERSION 1.0

ABBREVIATION

LONG FORM

MEANING

1080p

High Definition Video

1080 horizontal lines of vertical resolution and progressive scan

3D

Three Dimensional

A pseudo 3 dimensional technology used in some televisions

3G

3rd Generation

Technology used in mobile wireless data and voice communications

4G

4th Generation

Advanced technology used in mobile wireless data and voice communications

720p

A High Definition Video

A progressive HDTV signal format with 720 horizontal lines

amp

Ampere

Unit of electric current

app

Application

An application used on smart devices and computers

APR

Annual Percentage Rate

-

bayv

Buy As You View

Company name abbreviation only used for website addresses

BAYV

Buy As You View

Company name abbreviation only used internally

Bluetooth

-

Wireless technology used to connect electronic devices and transfer data

Blu-ray

-

Proprietary high quality video disc playback system

CAM

Customer Account Manager

-

Coin-meter

-

Payment device accepting coins

CPU

Central Processing Unit

The hardware in a computer that carries out the instructions of a computer program

DD

Direct Debit OR Door Drop

Automated banking payment system OR door drop marketing activities

DVD

Digital Versatile Disc

Standard video disc system

Energy A, B, etc.

-

Energy efficiency ranking system for kitchen appliances, with AA the highest followed by A+, A, B, etc.

EPG

Electronic Programme Guide

On-screen TV guide operated through remote control

Faux leather

-

Artificial leather substitute

Freeview

-

Free digital television service

Full HD

Full High Definition

A display that will display a full high definition source in high definition

GB

Gigabyte

Measure of memory space

GHz

Gigahertz

Large measurement of frequency (eg. sound waves, radio waves)

HD

High Definition

The resolution of an image displayed on a TV for example

HDD

Hard Disk Drive

Disk based digital storage

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ABBREVIATION

LONG FORM

MEANING

HDMI

High-Definition Multimedia Interface

Digital audio/visual connector

HD Ready

High Definition Ready

Indicates an appliance is capable of displaying a high resolution source

Hi-Fi

High Fidelity

High quality sound technology or playback device

hr

Hour

-

HTS

Home Theatre System

Sound system with multiple speakers to create a surround sound

Hz

Hertz

Standard measurement of frequency (eg. sound waves, radio waves)

inc.

Includes

-

kg

Kilogram

-

LAN

Local Area Network

A computer network that joins computers in a limited area such as a home

Leather match

-

Mechanically reconstituted leather used as affordable leather alternative

LED

Light Emitting Diode

Electrical lighting technology used in TV screens and digital displays

ltr

Litre

Unit of volume, usually fluids or internal space

m

Meter

-

Micro SD

Micro Secure Digital

A non-volatile memory card format for use in portable devices

min

Minute

-

mm

Millimetre

-

MP

Megapixel

Unit of screen resolution or detail

MP3

MPEG-1 or MPEG-2

A common compressed audio format for consumer audio streaming or storage

MPEG4

-

A method of defining compression of audio and visual digital data

OLED

Organic Light-emitting Diode

An OLED display works without a backlight. It can display deep blacks.

opt

Optional

-

PP

PayPoint

"Proprietory card purchase system (see also ""PP"")"

PC-in

Personal Computer Input

Connection to receive signals from computer equipment

PVR

Personal Video Recorder

Device to record and playback broadcast television signals and programmes

prog.

Program/Programme

Pre-defined automated set of instructions or function (eg. washing machine)

RAM

Random-access Memory

Volatile computer memory

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Specification Abbreviations

Summary

VERSION 1.0

ABBREVIATION

LONG FORM

MEANING

RM

Regional Manager

-

Retina

Retina Display

A brand name used by Apple for liquid crystal displays that have a very high resolution

rpm

Revolutions Per Minute

Often related to spin speed (e.g. washing machine)

SCART

-

A 21 pin audio visual connector

scn

Stock Code Number

-

Smart TV

-

A term to cover TV’s that feature some internet connectivity with applications

SSD

Solid-state Drive/Disk

Is a data storage device using integrated circuit assemblies as memory to store data persistently

USB

Universal Serial Bus

A computer connection

VGA

Video Graphics Array

An analogue computer display standard

VOD

Video On Demand

Video playback or streaming facility

watt

Watt

Unit of power (e.g. sound speakers, electric motors, etc.)

WxDxH

Width x Depth x Height

-

Wi-Fi

Wireless Fidelity

Wireless data connectivity technology

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Questions You May Have

Q.

I can’t find the answer I am looking for.

A.

Please contact the Marketing Department who should be able to help you out.

Q.

Am I using the correct version of these guidelines?

A.

Please check www.titledesigns.co.uk/bayv brandguidelines where you will find the name of the current brand guidelines.

Please ensure you are using the current version at all times.

Q.

Can I use other colours not in these brand guidelines?

A.

All marketing materials must carry the main colour in some way. Choose additional colours from the colours palettes supplied in these guidelines. Additional colours may be required on some jobs, these colours must be ratified by the Marketing Department.

Q.

Do I have to use only the “splats” shown in these guidelines?

A.

Yes. There are many graphical elements that make up our brand identity, only those included in these guidelines should be used.

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Q.

Can I use a different font?

A.

Please use the typeface set shown in these guidelines.

Do not add additional typefaces unless the project is very specific (e.g. a Halloween poster).

Q.

A.

Q.

A.

unsure of how to apply these guidelines, it may be better to ask the Marketing Department to create the project with you.

Q.

Why do we need brand guidelines?

A.

The company’s brand is a valuable asset. It must be looked after and promoted consistently at all times.

Consistency will mean all contacts with the brand are effective and meaningful.

As the company grows, it is important that there is one resource where this information is readily available and easily understood for everyone throughout the organisation.

We also want to ensure that everyone is clearly aware of the guidelines at all times and does their very best to follow them. This also means work carried out does not need to be repeated etc., saving time and money.

I am writing an internal memo to my colleagues, do I need to apply these guidelines.

These guidelines only apply to display materials, not memos etc. However, if you use a logo, the correct version must always be used, and if you use a colour for the brand it must be the correct colour.

Does a training manual qualify as ‘display material’?

Basic handouts would not be thought of as display materials, however a more official document would need to adhere to the guidelines.

However, if you use a logo, the correct version must always be used.

Q.

Can someone help me with these guidelines?

A.

Help is available from the Marketing Department, please see contact details on page 53.

However, if you are in any way

Q.

What is a Strapline?

A.

A strapline is a short, memorable phrase designed to sum up the tone and content of a brand. It’s important to use the strapline in all communications in a consistent manner.

Questions You May Have

Summary

Q.

How do I get the typeface fonts in these guidelines installed on my PC?

Q.

What’s the point of the approval procedure?

A.

A.

Should you need the a particular font, please contact the Marketing Department who will arrange for you to have the font installed.

The Marketing Department have been tasked with keeping the company’s brand consistent. This process removes responsibility from other departments who may not be in the best position to appreciate whether an item is on-brand or not and means the company’s literature (both internal and external) is consistent and effective in its message and tone. See page 52 for more details.

Q.

How do I select the correct colours in Word or Powerpoint?

A.

You will find the RGB colours on page 31 of this document.

Simply create a new colour in your application and enter the RGB or CMYK values in the colour palette and you have your new colour.

Q.

A.

Q.

A.

Do I have to redo older artwork to match these new guidelines.

Q.

A.

Yes, but we would suggest this is only done when re-prints are required. There is no need to stop using any existing materials. However, if the project is digital, it should be updated as soon as it is practical to do so.

I’m unsure if my project should show legal financial statements. Can you help?

Of course, If you have any questions at all please contact the Marketing Department.

I don’t create customer facing materials, so do these guidelines apply to me?

If you create display materials of any sort, these guidelines will apply. It is important the brand is represented internally as effectively as externally. Of course, these guidelines do not apply to simple non-display items such as memos etc.

However, if you use a logo, the correct version must always be used.

Q.

Can I send a logo to a third party?

A.

Not directly. All printed materials for display use should be channeled through the

VERSION 1.0

51

Marketing Department who will then help you with this request.

Q.

Do uniforms qualify as display material?

A.

Absolutely. Uniforms are a customer facing item. Brand guidelines must be applied to these items. The Marketing Department will be happy to help with any issues you may encounter.

Q.

I’m just giving a Powerpoint presentation to my team. Do I need to use these guidelines.

A.

Yes. As your presentation will be representing the company you will need to follow these guidelines. Representing the company internally is just as important as representing it to the customer, supplier, or service partner.

Q.

Do I need to follow these guidelines for invoices and similar business documents?

A.

Yes. Whenever the company brand is displayed outside of the company, these guidelines must be followed.

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Approval Process & Contacts All display advertising must be approved before being released. This is to ensure the company guidelines are consistently applied, maximising the impact of every project/campaign.

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Approval Process & Contacts

Helpful Information

VERSION 1.0

All display materials/artwork must be passed to the Marketing Department to ensure the brand guidelines have been correctly applied.

Please allow 48 hours for approval, and leave yourself time within your schedule to make any amends and resubmit the artwork for approval. You will receive approval via email for your project, with the version of the artwork clearly shown. Any revisions you make to artwork after approval has been given will need to be resubmitted.

The Marketing Department will generally not be offering subjective comment (unless requested), only objective help with regard to application of these guidelines.

Please send your artwork to:

approvals@bayv.co.uk If you have any questions regarding the application of these guidelines or need to discuss having a project ratified, please contact: The Marketing Department

01656 754543 No artwork is to be published in any form until approval has been given by the Marketing Department.

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Notes

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Appendices

Supplemental Information

VERSION 1.0

Appendices In future versions this is where you’ll be able to find a list of key updates for quick reference.

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Est. 1972

© Buy As You View Limited 2014.

All Rights Reserved.

TD320

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