LSG BRAND by Ben Quinton

This guideline book is available in the form of a PDF file on the CD-ROM. In addition to the pdf, you will also find the following files: The various versions of the LSG logo (Master logotypes). The logo is available in Adobe Illustrator 8 EPS format for publications and JPEG formats for office computer technology (Word templates, PowerPoint presentations, etc). Also included are Word templates that hold Letterhead, Continuation Sheet and Fax header. As an agency, you may need to develop materials to promote your participation in the program - such as marketing brochures, print advertisements, business cards, etc. To help facilitate inclusion of the LSG logo in these materials, we have developed the following Brand Guidelines which create an easy reference to complementary colours, fonts and layouts that offer appropriate uses of the LSG logo. While we encourage the use of the enclosed layouts, you are not required to

use them. Whether or not you use them, you must adhere to the requirements of the logo, colours and fonts on any use of the LSG logo. If you have any questions about the proper use of the LSG logo or anything covered by these Brand Guidelines, please contact LSG on 01270 658600 or email at info@lifestylegroup.co.uk We have rationalised the typefaces we use in order to better express our new positioning. They allow the type to do the job of clearly communicating the idea. Keep things simple. For example, do not use drop-shadows, outlines, etc. In electronic media we will use the Century Gothic typeface, and in printed materials we will use the Futura family typeface. The LSG brand should stand for: - Trust; - Reliability; - Professional; - Prestige; - Established;

The colour palette firstly includes the red and black. It allows us to use colour as a recognisable statement through press and outdoor advertising. These express a people focussed approach, stylish black and white imagery with the use of red, white and black, that sit comfortably with the LSG logo. The flexible use of typography, colour and image allows the right visual tone to be created for each kind of publication and its audience. Our design approach is simple and reduced â&#x20AC;&#x201C; clear layouts based just on typography and images. Do not use decorative graphics. Our positioning requires that we think about the photography we use from a fresh perspective. High quality photography should be used only as black and white, creating a strong reportage style. All imagery may be used on internal and external communications. When it becomes necessary to use text over an image, ensure that text is used on a solid area and in a legible colour.

The tone of voice....

The fundamental essence of the copy communications for corporate consumption should remain informative, self assured and fairly detailed, as it is at present. The content should always be underpinned with a sense of â&#x20AC;&#x2DC;added valueâ&#x20AC;&#x2122;. The reader should be left with a sense that he/she has something to gain by further investigation into the product or any related topics. This seems to be the case now and should remain so.

We would also recommend that copy pieces should be interspersed with a hint of charm, as is reflected in the consumer advertising. This will make copy easier and more enjoyable to read, as well as establishing a synergy between the two brand areas. The general tone of voice should reflect three basic concepts: authority, expertise and affability.

Colour logo

The logotype should be contained in the red square. The letter ‘G’ is 100% Black and should always be used as a two colour logo. 2 colour logo (red/black) RED PANTONE 032 BLACK 100% RED CYAN 0 MAGENTA 91 YELLOW 87 BLACK 0

1 colour logo (red) RED PANTONE 032

RED CYAN 0 MAGENTA 91 YELLOW 87 BLACK 0

BLACK ‘G’ CYAN 0 MAGENTA 0 YELLOW 0 BLACK 100

Emphasising the ‘G’ helps to distinguish it from the rest of the lettering and prevents ‘LSG’ becoming a word in itself. If mono colour is required, change the 100% black ‘G’ within red logo to white.

Black/grey logo

1 colour logo (grey/black)

CYAN 0 MAGENTA 0 YELLOW 0 BLACK 40 (‘G’ is 100)

1 colour logo (black)

CYAN 0 MAGENTA 0 YELLOW 0 BLACK 100

When using black as a mono colour, the grey logo should be used. Emphasising the ‘G’ helps to distinguish it from the rest of the lettering and prevents ‘LSG’ becoming a word in itself. When the name of the group appears in body copy without its logo, it is as follows: LSG

Background usage

To ensure the ledgibility of the logo, three colour backgrounds, black and grey have been chosen from the secondary palette. This allows the logo to sit comfortably.

280

577

617

BLACK 100%

BLACK 60%

BLACK 15%

The logo is strong on photographic backgrounds, but lighter imagery is usually favoured.

What NOT to do

Do not change the position of the logotype within the square.

Do not modify the typeface.

Do not re-arrange the LSG colours of the logotype and the square.

Do not change the colour of the square.

Do not insert a photograph within the logo.

Do not re-arrange the logotype outside of the square.

L S G A

Exclusion zone

Graphics and text must not infringe the clear space area indicated. Space free of all graphic features (photos, text, etc) should be respected so as to maintain the impact and ledgibility of the logo. The minimum width that any LSG logo should be applied is 15mm.

15mm

Logo positioning

The LSG logo should be positioned at the top left of all documents, and especially when it is situated with a headline as shown in the example. The design of the corporate brochure cover shows that the LSG logo is at the bottom right (see bid/tender document page 29). This is the only allowance of this position when used as a chequerboard cover. In general, back covers should always be black backgrounds with the LSG logo positioned bottom left and the website address bottom right.

www.lifestylegroup.co.uk

Co-branding with external companies

When LSG is the main focus of the document, the external logo (Barclayâ&#x20AC;&#x2122;s shown as an example only) should be one third of the height of the LSG logo. Two positions are allowed with LSG in the top left corner and the extenal company being in a diagonally opposite position. If there are any restrictions associated with the external brandsâ&#x20AC;&#x2122; own guidlelines, then the second choice is with the LSG logo placed in the bottom left and the extenal company opposite on the right. The external logo should always be on the opposite side of the document to the position of the LSG logo.

Co-branding sizing with external companies

1/3 height of LSG logo

Lifestyle Services Group Limited | Registered Office: Unit 12, Crewe Hall Enterprise Park, Weston Road, Crewe, Cheshire CW1 6UE | Registered in England No. 05114385 Lifestyle Services Group Limited (FRN 315245) is authorised and regulated by the Financial Services Authority.

When LSG is the main focus of the document, the external logo (Barclayâ&#x20AC;&#x2122;s shown as an example only) should be one third of the height of the LSG logo. When equal status is required between two logos, then the external logo should be one half of the height of the LSG logo. Where possible the LSG logo should always be used in the bottom left or top left corner.

1/2 height of LSG logo

The external logo should always be on the opposite side of the document to the position of the LSG logo.

Footnote co-branding and sizing.

When LSG is required as a footnote then the logo should be positioned on the left. The external logo should always be on the opposite side of the document to the position of the LSG logo.

White horizontal footnotes should be two and a half times the height of the LSG logo. This example is based on an A4 document with the LSG logo sized at 15mm. If other sister or external logos are required, positioned them on the right side.

2.5 x LSG logo

Colour palette

When printing the logo, only Pantone red 032 and black are authorised.

PANTONE® 032 BLACK 100%

BLA CK 40%

Section headers or products names and quotes set with coloured squares are acceptable.

Secondary colour palette

PANTONE® 280

PANTONE® 3125

PANTONE® 363

PANTONE® 577

PANTONE® 187

PANTONE® 617

Colours from the palette should be predominantly red and black with tones of grey. Introduction of other colours will be on a gradual basis over time, so that the visual branding can be successfully established without complication.

When the secondary palette is introduced, it should not be used as large areas of block colours, red is required for this.

Typefaces for print

Futura is to be used externally for usage on all printed material.

Futura Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%&*?”’:;{}[]() Futura Light Futura Light Italic Futura Book Futura Book Italic Futura Bold Futura Bold Italic

NOTE: when question marks are used, especially in large headlines etc, it would be advisable to change from this “?” to “?” which is Gill Sans Light.

Typefaces for electronic and internal usage

Century Gothic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@£$%&*?”’:;{}[]() Century Gothic Regular Century Gothic Italic Century Gothic Bold Century Gothic Bold Italic

Century Gothic is to be used internally for usage within Word, Powerpoint etc when Futura is unavailable.