Brand guidelines For members
Our brand
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The ABC logo is a stamp of trust throughout the media world. These guidelines show you how to use our logo with pride to celebrate your achievements and show your support for industry agreed standards, whilst retaining the integrity of our logo. The new ABC identity is strong, powerful and instantly recognisable. It expresses our values, showing we’re innovative, objective and easy to deal with. To maintain the integrity of the logo please use these guidelines. The logo must never be redrawn or modified in any way. When reproducing the logo always work with the master artworks.
ABC brand guidelines
Our marketing team are always on hand at info@abc.org.uk to answer any questions about using the new logo.
Member use of the ABC logo
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We set criteria on the use of our logo to ensure your products and data are correctly associated with ABC. Our byelaws or our terms and conditions with you set out how you may use our logo. In general terms our logo must: • Only be used to promote a product currently registered with us and for which we have certified a product or service. • Not be positioned or used in such a way that it incorrectly implies a product or data has an association with ABC that we have not authorised. Please consider carefully whether including our logo on a generic company letterhead or website would infringe this requirement.
ABC brand guidelines
In addition to the contractual requirements covering the use of our logo the word ‘ABC’, either in letter or logo form, is a registered Community Trade Mark in relation to the provision of audited or verified information across various media. If you are not sure about how to use our logo or have any questions please get in touch with us at info@abc.org.uk
Bringing the brand to life – the logo
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The ABC master logo has been developed to work across all media. This logo in all the recommended formats with the correct colour values can be obtained from our marketing department at info@abc.org.uk Please do not use any logo other than those provided. On no account should any of these logos be altered or edited in any way.
ABC brand guidelines
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Logo versions – preferred
Logo versions – white keyline version
Choosing the right logo
When the logo appears on an image or coloured background, take care to make sure that it remains legible.
The two-colour version should be used wherever possible, including on all printed materials, online and in electronic presentations. The monochrome (mono) logo should only be used for items printed in black.
If a background doesn’t provide sufficient contrast for the grey keyline to be visible, then you should use the white keyline version shown here. A mono version is also available.
Two colour version
Two colour version
Mono version – single colour Process Black
Mono version – single colour Process Black
ABC brand guidelines
Logo – what to avoid
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Don’t alter or recreate the logo in any way as this will compromise the strength of the brand mark. If you are unsure about using the logo correctly get in touch with the marketing team.
Do not squash or elongate the logo – maintain its proportions at all times
Do not rotate the logo
Period ending 30/06/10
Do not place any text or graphic within the logo – retain the clearance zone at all times
ABC brand guidelines
Do not change the colourways of the logo
Brand colours
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The corporate colours are shown here. All brand marks produced in colour must use these references. We’ve specified Pantone references to ensure consistency when the logo is being reproduced. Please note that the colours shown here and throughout the guidelines are for reference only. To view these colours accurately refer to the current edition of the Pantone Colour Formula Guide.
ABC brand guidelines
Pantone 185 CMYK: 0/91/76/0 RGB: 199/52/57 HEX# c73439
Pantone 7546 CMYK: 33/4/0/72 RGB: 82/93/102 HEX# 525d66
Logo – clearance zone
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As shown here, the logo should always have a minimum clearance zone around it. This ensures clarity of communication and prevents the logo from being lost or crowded. The clearance zone is set at 20% of the size of the logo, as shown here.
ABC brand guidelines
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Logo – minimum size
Logo – with headline figure
To ensure optimum definition of the identity in reproduction, it should not be reproduced smaller than the minimum size which is 8mm.
When displaying headline figures for a print publication or website, we suggest following the guidelines below.
The size of the identity is measured across the width of the symbol (as denoted by x). For example
8mm
x
ABC brand guidelines
Headline figure Period
Clear zone Max. depth = height of logo
For a print publication
For a website
Total Average Net Circulation 33,215
35,715 Daily Average Unique Browsers
Jan–Dec 2011
Nov 2011
Contact us ABC, Saxon House, 211 High Street, Berkhamsted, Hertfordshire, HP4 1AD +44 (0) 1442 870800 info@abc.org.uk