T R I B A L
B ra n d i n g g u i d e l i n e s
Harnessing the power of the Tribal brand
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T R I B A L
B ra n d i n g g u i d e l i n e s
Contents About these guidelines The Tribal logo Using the Tribal logo Size of the Tribal logo Operating companies currently using Tribal as part of their trading name Operating companies who do not use Tribal as part of their trading name Adopting the Tribal name as part of your company’s trading name The new Tribal logos Sub brands Colour palette: logos Colour palette: general use Electronic file formats Fonts Websites Straplines Letterhead template Business card template contents page
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T R I B A L
B ra n d i n g g u i d e l i n e s
About the guidelines Tribal Group is all about people. The success of our business and our impressive growth in such a short period of time is directly attributed to the many and diverse range of talents and skills of staff at all levels. However, for many potential clients the first impression they get of Tribal is by letter or promotional literature and people’s reactions are just as crucial as an initial face to face meeting. Just as, in personal terms, only seven per cent of what we actually say creates the impression, so too a not-thought-through piece of print can be immediately off-putting, irrespective of what sparkling gems of information it may contain. By the same token different operating companies using ‘Tribal’ as part of their trading name could create confusion if different ways of presenting the name are employed.
These branding guidelines are therefore corrective but also constructive in bringing together and addressing all the issues for projecting Tribal as a brand. The guidelines have been prepared in such a way so as to assist individual Tribal companies. We firmly believe that companies should be free to use whatever design styles they feel most appropriate for their market but within clearly defined and logical parameters. Flexibility exists within these guidelines to create excellent designs, but please let Lizzie Noel and Wendy Thomas see all drafts before you commit projects to print. Together we can considerably raise people’s perception of the company through its brand.
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T R I B A L
B ra n d i n g g u i d e l i n e s
The Tribal logo The strength of the Tribal logo lies in its simplicity. It is clear and direct, has maximum contrast (so will photocopy and fax), works well in black as in the corporate dark blue and can be read as small as 4pt when used as part of statutory information on letterheads. Designers will need to know that ‘Tribal’ is typeset in multiple master font Myriad 700 600, with a tracking value of 110. It appears in white out of Pantone 282 and while it can be reversed (so that the lettering is Pantone 282 against a white background) this significantly weakens the brand as a logo and should only be used like this when there is no alternative. It is permissible to use the Tribal lettering against a solid Pantone 282 band. It is also permissible to print the logo with white lettering out of black – but not any other colour.
T R I B A L The Tribal logo should never be used as part of text: We are part of the T R I – this is NOT permissible.
B A L
Group…
We are part of the Tribal Group… – this is correct. Tribal logos are available for download from the Tribal intranet. Please do not try and reproduce the logo unless you have the appropriate font. Use of other fonts in a similar styling is not permissible.
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T R I B A L
B ra n d i n g g u i d e l i n e s
Using the Tribal logo This yellow band represents the ‘exclusion zone’. No other graphic element, logo or picture, should ever come within the exclusion zone, so keeping the logo clear, distinct and well-defined. The width of the exclusion zone is twice the width of the capital letter ‘I’ in the lettering.
T R I B A L
It is permissible for the Tribal logo to be printed on top of a photograph or colour provided the logo remains clearly visible. It should not be printed on top of or close to other graphical elements where either the background is too dark or it competes for attention. Where possible the Tribal logo should be printed at the top left of a front or cover page. If this is not possible it should be printed bottom left, which is also the preferred position for the back cover of a publication.
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T R I B A L
B ra n d i n g g u i d e l i n e s
Size of the Tribal logo These recommendations are for promotional material and not stationery, which is detailed elsewhere.
T R I B A L
x
Consistency in the application of logos at set sizes makes for a harmonious suite of sometimes disparate material – for example when dispensing handouts at conferences and exhibitions.
A6
DL
A5
A4
A3
x= 8mm
x= 8mm
x= 8mm
x= 9mm
x= 15mm
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T R I B A L
B ra n d i n g g u i d e l i n e s
Operating companies currently using Tribal as part of their trading name It is recognised that many companies already use Tribal as part of their trading name, in a style they are happy with and possibly with stocks of stationery. As part of this exercise there is a requirement for all companies who use ‘Tribal’ as part of their trading name to eventually conform to the new look.
The logo and the line of type below should, however, be implemented on stationery as soon as possible. For positioning guidelines, see the stationery templates in this document. If companies do not use Pantone 282 as part of their colour scheme, the logo may be printed white out of black. It is not permissible for this to be printed in any other colour. T R I B A L
It is suggested the new style should be introduced at a time considered appropriate by the individual company, but all styles should have changed and all new logos implemented throughout the company within two years, ie. by July 2005.
A member of the Tribal Group plc
Logo artwork with the line of type is available for download from the Tribal intranet. Please do not try and replicate this artwork unless you have the font. It is permissable for the logo to be positioned to the right of the line if it best fits with other design elements.
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T R I B A L
B ra n d i n g g u i d e l i n e s
Operating companies who do not use Tribal as part of their trading name There is no requirement for companies to change their name to ‘Tribal…’ unless they feel it is in their best interests to do so. Companies who do not choose to use Tribal as part of their trading name are not constrained by colours, fonts or layouts described throughout these guidelines in recognition that unnecessary impositions are a hindrance rather than a benefit. There is a requirement, however, for the Tribal logo and the line ‘A member of the Tribal Group plc’ to appear on all letterheads, compliments slips and business cards. This need not be intrusive and the stationery examples within this guide help with the positioning of statutory information regarding registered office address and company number.
If companies do not use Pantone 282 as part of their colour scheme, the logo may be printed white out of black. It is not permissible for this to be printed in any other colour. Logo artwork with the line of type is available for download from the Tribal intranet. Please do not try and replicate this artwork unless you have the font. It is permissable for the logo to be positioned to the right of the line if it best fits with other design elements. T R I B A L
A member of the Tribal Group plc
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T R I B A L
B ra n d i n g g u i d e l i n e s
Adopting the Tribal name as part of your company’s trading name By adopting the name ‘Tribal’, companies need to accept they are also contributing to the power of Tribal as a brand. Equally, it will also need to be recognised that any attempts to alter or adapt the Tribal logo to create a new logo will in fact weaken the brand, which will not be acceptable. Comparisons can be made to the BBC and NHS logos. In both cases these are large organisations operating on many different sites and with diverse activities within a core market (national and local television and radio broadcasting, international broadcasting and merchandising; primary care, secondary care, executive and acute trust activities).
being used in exactly the same way for specific local organisations and national initiatives. The same principles apply to Tribal. Its logo should at all times remain untouched and design solutions detailed here for appending the company name must be adhered to without deviation. It would not, therefore, be acceptable for a company changing its name to include ‘Tribal’ to also use individual logos.
In both cases the logo is sacrosanct. For the BBC’s two main television services, the same typeface is used for both channels without embellishment. In the NHS, the familiar lozenge remains untouched despite
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T R I B A L
B ra n d i n g g u i d e l i n e s
The new Tribal logos y
Company name should be in same font as ‘TRIBAL’ (Myriad 700 600) and same size but in upper and lower case, not capitals, with a tracking value of 20, not 110.
Maximum width 2y
T R I B A L
Short name
T R I B A L
Longest name on one line
T R I B A L
Name too long to fit one line s o g o e s ove r t wo l i n e s
When name is too long to fit twice width of Tribal logo, drop by 1pt and fit over two lines. Company names should be horizontally centred with the same amount of colour at either side.
T R I B A L
APD
T R I B A L
Te c h n o l o g y S e r v i ce s
T R I B A L
Information Group
T R I B A L
E nv i r o n m e n t a l S e r v i ce s
Colour can be selected from the colour palette. See letterhead template for measurements.
T R I B A L
E nv i r o n m e n t a l a n d Wa s t e D i s p o s a l S e r v i ce s
T R I B A L
E nv i r o n m e n t a l a n d Wa s t e D i s p o s a l S e r v i c e s Too wide by this amount contents page
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T R I B A L
B ra n d i n g g u i d e l i n e s
Sub brands This allows Tribal companies to develop a T R I B A L consistent identity when dealing with sub brands. Typesetting of the company name T R I B A L within a coloured box is as previously indicated but with the addition of the name of the sub brand in the colour of the box.
A b cd e f g h i j Xy z
Klmnopqrstuvw
Ipsum loret dieum
Companies can select the colour they consider most appropriate from the colour palette, but please refer to Lizzie Noel or Wendy Thomas before committing new stationery or promotional material to print.
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T R I B A L
B ra n d i n g g u i d e l i n e s
Colour palette: logos Operating companies should use any of the seven colours on this page for their logos. Companies have a free hand in choosing which of the seven they prefer but it makes sense for companies recognisably working in the same area of activity (ie. consulting) to adopt the same basic colour. To ensure appropriate uniformity, please refer to Lizzie Noel or Wendy Thomas before committing new stationery or promotional material to print. The Pantone system ensures conformity across all printing processes and your local art shop should be able to supply relevant sheets to see the colour on a printed page.
T R I B A L
Pa n t o n e 2 8 7
T R I B A L
Pa n t o n e 5 5 2
T R I B A L
Pa n t o n e 2 9 2
T R I B A L
Pa n t o n e 4 4 4
T R I B A L
Pa n t o n e 2 2 1
T R I B A L
Pa n t o n e 5 4 1 5
T R I B A L
Pa n t o n e 6 2 3
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T R I B A L
B ra n d i n g g u i d e l i n e s
Colour palette: general use Tints from 100% to 5% allowed
This full set of corporate colours gives maximum creative opportunity for promotional material with impact. No other colours should be used. These colours are are not compulsory but are recommended for companies who do not use ‘Tribal’ as part of their trading name. RGB values of these colours, for Powerpoint presentations, are detailed in the websites section.
T R I B A L
Pa n t o n e 2 8 7
T R I B A L
Pa n t o n e 5 5 2
T R I B A L
Pa n t o n e 2 9 2
T R I B A L
Pa n t o n e 4 4 4
T R I B A L
Pa n t o n e 2 2 1
T R I B A L
Pa n t o n e 5 4 1 5
T R I B A L
Pa n t o n e 6 2 3
T R I B A L
Pa n t o n e 3 4 5
Pantones 345, 5845
T R I B A L
Pa n t o n e 5 8 4 5
and 397 are NOT for use
T R I B A L
Pa n t o n e 3 9 7
on logos.
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T R I B A L
B ra n d i n g g u i d e l i n e s
Electronic file formats These guidelines allow for any competent graphic designer to accurately recreate a Tribal logo. Companies may also ask Tribal Group’s communications team to produce their new logo on their behalf. Logos can be created in a variety of electronic file formats suitable for use in different environments. In order to pass on files to local printers for the purpose of creating stationery, eps (encapsulated post script) files are produced. These may not be viewable on some personal computers but should be capable of being read by practically any high street or commercial printer. An eps file is also known as a vector image and as such can be printed at a large size without any loss of quality. They also contain the necessary information which dictates to printers the correct Pantone reference colour to use.
To see the new logo, jpeg (joint photographic experts group) files are compatible with most personal computers and allow users to reproduce the logo in in-house applications, for example tender documents. It is worth pointing out, however, that jpeg files only give an approximation of the actual colour used. They are also bitmap images, which means they are not suitable for printing at a size larger than supplied. Companies should resist the temptation to use jpeg files to produce letterheads ‘on the fly’ – the loss of quality and variance in colour will damage the professional image of the company. For website use, gif (graphic interchange format) files are necessary and can be produced. They are not suitable for anything other than screen use.
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T R I B A L
B ra n d i n g g u i d e l i n e s
Fonts The font for the word Tribal in the logo is multiple master
Companies not embracing the word Tribal as part of their
Myriad 700 600, with a tracking (letterspacing) value of 110.
trading name need not comply with font standards but are
For companies using Tribal as part of their trading name, the
at least requested to consider Frutiger when typesetting
same font but with a tracking value of 20 should be used.
statutory information on letterheads. The font works well
The company name should also be in upper and lower
with multiple master Myriad (the Tribal font) and has to be
case, not all capitals.
used together with the line ‘A member of the Tribal Group plc’, which appears in Frutiger bold. It would look better if
Address, contact and statutory information should be in
the entirety of the statutory information was typeset this way,
Frutiger – light, roman or bold as appropriate. The stationery
for consistency.
templates give font style and size recommendations. When preparing promotional literature, for general text and letters, the font Helvetica Neue is recommended. If unavailable, standard Helvetica or Arial is acceptable. Again, this font comes in a range of styles from light to heavy and any may be used as appropriate. For websites, the font Arial is the most appropriate.
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T R I B A L
B ra n d i n g g u i d e l i n e s
Websites As with printed material, if the company name incorporates ‘Tribal’ guidelines must be followed. If not, use of the Tribal logo and the line ‘A member of the Tribal Group plc’ must be visible without scrolling at the bottom of the home page. This line should appear on all company websites and should link through to the Tribal Group website. Several templates are available on the Tribal intranet which companies may use to create or rebrand their own website. Branding principles as described also apply to website design and presentation and existing websites will need to be rebranded within two years (by July 2005) to incorporate new Tribal logos. Colours are as stated in this document and their RGB/Hex values are detailed opposite.
RGB 0 55 152
H ex # 0 0 3 7 9 8
RGB 185 208 220
H ex # 8 9 D 0 D C
RGB 106 178 231
H ex # 6 A B 2 E 7
RGB 123 133 138
H ex # 7 B 8 5 8 A
RGB 150 0 75
H ex # 9 6 0 0 4 B
RGB 88 121 147
H ex # 5 8 7 9 9 3
RGB 158 188 179
H ex # 9 E B C B 3
RGB 137 213 175
H ex # 8 9 D 5 A F
RGB 173 168 107
H ex # A D A 8 6 B
RGB 190 184 0
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H ex # B E B 8 0 0
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T R I B A L
B ra n d i n g g u i d e l i n e s
Straplines Tribal Group’s strapline ‘Innovation for a new generation’ should only be used in conjunction with group marketing activities and only when considered appropriate. It is recognised that some companies like to use straplines to sum up their approach to their business or as a shortened mission statement. While this is not discouraged, it is requested that all straplines should be discussed with Lizzie Noel or Wendy Thomas before printing. Any straplines used should not be presented in such a way that they compete with the company’s logo and in the case of companies using Tribal as part of their company name, should be typeset in Helvetica Neue.
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Click here for technical specification T R I B A L
A b cd e f g h i j
Tribal Abcdefghij, 123 High Street, Anytown, Anytownshire ABC 123DE Telephone: 0111 222 3333 Facsimile: 0111 222 3334 mail@tribalabcdefghij.co.uk www.tribalabcdefghij.co.uk T R I B A L
A member of the Tribal Group plc www.tribalgroup.co.uk Tribal Abcdefghij Ltd. Registered Office: 165 Queen Victoria Street, London EC4V 4DD Company registered in England and Wales No: 4491780
15mm
30mm
T R I B A L
11.6pt Myriad 700 600, Tracking value 110 White out of Pantone 282 Lozenge 32.5 x 9mm
A b cd e f g h i j
11.6pt Myriad 700 600, Tracking value 20 White out of Pantone 287, 552, 292, 444, 221, 5415 or 623 Lozenge depth 9mm, maximum width 65mm
9pt Frutiger bold/light, 14pt leading, Pantone 444 Tribal Abcdefghij, 123 High Street, Anytown, Anytownshire ABC 123DE Telephone: 0111 222 3333 Facsimile: 0111 222 3334 mail@tribalabcdefghij.co.uk www.tribalabcdefghij.co.uk 30mm
T R I B A L
14.5mm
A member of the Tribal Group plc www.tribalgroup.co.uk Tribal Abcdefghij Ltd. Registered Office: 165 Queen Victoria Street, London EC4V 4DD Company registered in England and Wales No: 4491780
7pt, as above
6pt Frutiger bold/light, 8pt leading, Pantone 444
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8.8pt Myriad 700 600, Tracking value 20 White out of Pantone 287, 552, 292, 444, 221, 5415 or 623
Myriad 700 600 tracking value 110 8.8pt. White out of Pantone 282 (or black). Lozenge 24.6 x 6.8mm
T R I B A L
A b cd e f g h i j k l m n o p q r s t u v x
Tribal Abcdefghij 123 High Street Anytown Anytownshire ABC 123DE
Myriad 700 600 tracking value 110 4.4pt. White out of Pantone 282 (or black). Lozenge 12.5 x 3.2mm
T R I B A L
9pt Frutiger bold
John Smith Director
T R I B A L
Telephone: 0111 222 333 Facsimile: 0111 222 3334 Mobile: 07711 222 3335 John.Smith@tribalabcdefghij.co.uk www.tribalabcdefghij.co.uk
A member of the Tribal Group plc
5pt Frutiger bold Pantone 282 (or black)
A b cd e f g h i j k l m n o p q r s t u
John Smith Director Telephone: 0111 222 333 Facsimile: 0111 222 3334 Mobile: 07711 222 3335 John.Smith@tribalabcdefghij.co.uk www.tribalabcdefghij.co.uk
A member of the Tribal Group plc
T R I B A L
7pt Frutiger roman (address) 7pt Frutiger light (contact numbers) Pantone 444
A b cd e f g h i j k l m n o p q r s t u vwxyz1234567890
John Smith Director
Tribal Abcdefghij 123 High Street Anytown Anytownshire ABC 123DE T R I B A L
T R I B A L
9pt Frutiger light Pantone 282
Tribal Abcdefghij 123 High Street Anytown Anytownshire ABC 123DE T R I B A L
Telephone: 0111 222 333 Facsimile: 0111 222 3334 Mobile: 07711 222 3335 John.Smith@tribalabcdefghij.co.uk www.tribalabcdefghij.co.uk
A member of the Tribal Group plc
Xy z
John Smith Director Tribal Abcdefghij 123 High Street Anytown Anytownshire ABC 123DE T R I B A L
Telephone: 0111 222 333 Facsimile: 0111 222 3334 Mobile: 07711 222 3335 John.Smith@tribalabcdefghij.co.uk www.tribalabcdefghij.co.uk
A member of the Tribal Group plc
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