BRAND GUIDELINES MANUAL
BUTLER & CO · BRAND MANUAL 01TABLE CONTENTSOF 01. INTRODUCTION 02. ABOUT US 03. VISUAL IDENTITY 04. LOOK & FEEL 05. BRAND APPLICATIONLogo construction Logo variations Clear Space Guidelines Logo Minimum Sizes Incorrect Logo Uses Who we are Our values The Corporate Colors Supporting Colors TypographicTypography Hierarchy Image MerchandisingSocialIconographyStationeryStyleMedia
To help preserve the integrity of our brand so it can efficiently generate trust and drive consumers to our business, we have developed the following Brand Guidelines.
BUTLER & CO · BRAND MANUAL 01INTRODUCTION
For any brand, consistency is the key. Every piece of advertising and marketing must follow clearly defined rules and standards to maintain our brand identity and professional image. The goal of this manual is to ensure that every internal member and third party using our brand markets it effectively whilst maintaining brand consistency. We ask that you follow each of these guidelines carefully to ensure that our brand delivers the best results for your objectives.
INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL 02ABOUT US OUTSOURCEDSTRATEGY CMO / COACHINGEXECUTIONPROGRAM BUTLER & CO provides marketing strategy advice and outsourced CMO services to professional services firms (accounting firms, recruitment agencies, real estate professionals). WITH THE END DELIVERABLE BEING A SIX-MONTH MARKETING PLAN. WE PARTNER WITH REPUTABLE MARKETING SPECIALISTS TO EXECUTE THE PLAN AND WE STAY ON ALMOST LIKE A PROJECT MANAGER / MARKETING COORDINATOR. SMALLER FIRMS CANNOT AFFORD TO HAVE SOMEONE ‘DO IT FOR THEM’. WE HAVE A COACHING PROGRAM WHICH SHOWS THEM HOW TO PROJECT MANAGE THEIR MARKETING THEMSELVES / IN HOUSE. INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
OUR BUSINESS VALUES ARE... BUTLER & CO have helped to grow dozens of small professional services firms by providing a simple, effective, and affordable approach to marketing that starts with the clarity that comes with a well thought out marketing strategy and the right tactics delivered at the right time.
BUTLER & CO · BRAND MANUAL
TRUST TACTFUL STRATEGY PARTNERSHIP FORWARD THINKING
INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
The BUTLER & CO logo is the root of our identity. Using the logo in a consistent manner is essential for visual coherence and maintaining the strength of our brand. In order to maintain visual consistency across all communications, the logo and all its components and their relationship to each other must not be changed in any way.
The following pages explain in detail how to ensure this consistency, including clear space guidelines, avoiding the most common incorrect uses, or how to apply the logo correctly on different layouts.
BUTLER & CO · BRAND MANUAL 03VISUAL IDENTITY
CONSTRUCTION
The Butler & Co logo is a combination of a lettermark (A), logotype or company name (B), and a tagline (C). The lettermark uses the company’s initials B & C and includes an element in the centre, a hexagon, symbolising one of the principles of our approach to any project: focus on a clear goal.
The logo has been constructed in way that is proportionally balanced with a grid. There is also an alternative horizontal version.
BUTLER & CO · BRAND MANUAL
LOGO
CAB INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL LOGO VARIATIONS 321 654 1. Full Color 2. Monotone Black 3.Monotone White 4. Full Color No Tagline 5. Monotone Black No Tagline 6.Monotone White No Tagline INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL 9 12 15 8 11 14 7 10 13 7. Horizontal Full Color 8. Horizontal Monotone Black 9. Horizontal Monotone White 10. Horizontal Full Color No Tagline 11. Horizontal Monotone Black No Tagline 12 Horizontal.Monotone White No Tagline 13.Lettermark Full Color 14. Lettermark Monotone Black 15. Lettermark Monotone White INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL
Always provide our logo with a minimum amount of clear space to ensure recognition and impact. The minimum clear space is determined by using the height of the ‘B’ from our logotype, as shown below. The same rule applies to all our logo variations. If the minimum clear space is not applied, the logo’s impact will be compromised. Do not allow any distracting graphic elements such as copy, photography, or background patterns to interrupt the clear space.
CLEAR SPACE
INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
SPACE GUIDELINES
The Butler & Co main logo (stacked version) should not be reduced to a size smaller than 110px wide and 50px wide in the version without the tagline. The horizontal version of the logo should not be reduced to less than 130px wide and 60px wide for the version without the tagline. 50 mm 110 px 20 mm 50 px 60 mm 130 px 30 mm 60 px
INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL
The Butler & Co main logo (stacked version) should not be reduced to a size smaller than 50mm wide and 20mm wide in the version without the tagline. The horizontal version of the logo should not be reduced to less than 60mm wide and 30mm wide for the version without the tagline.
PRINT MINIMUN LOGO SIZES DIGITAL MINIMUN LOGO SIZES LOGO MINIMUN SIZES
BUTLER & CO · BRAND MANUAL
PRINT AND DIGITAL MINIMUM LETTERMARK SIZES
The Butler & Co lettermark should not be reduced to a size smaller than 15mm wide in print. If the size needs to be smaller, the medium may be unsuitable. The Butler & Co lettermark should not be reduced to less than 18px wide on any digital application. Print Minimum Size Digital Minimum Size 15
18mmpx INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL INCORRECT LOGO USES 01. Do not rotate the logo 02. Do not distort the logo 03. Do not add shadows or other effects 04. Do not apply transparency 05. Do not use different fonts for the name of the logo 06. Do not place the logo on backgrounds that affect its 07.readabilityDonotadd elements to the logo 08. Do not add gradients 09. Do not alter the colours 741 BUTLER & CO852 963 INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL 04LOOK& FEEL BUTLER & CO’s look is made up of all the graphic elements used in the brand’s communications. These elements are used independently and in conjunction with each other. Our brand colours have been selected from the Pantone Matching System (PMS) to help in ensuring accurate reproduction across a broad range of media. Please ensure the correct colours are specified when reproduced. COLOUR SYSTEM HEXCMYKPANTONE THE PANTONE COLOUR MATCHING SYSTEM ENSURES THE MOST ACCURATE REPRODUCTION OF COLOUR IN PRINT. WHEN PANTONE COLOURS ARE NOT AVAILABLE FOR PRINTING, THE CMYK VALUES IN THIS SECTION, SHOULD BE USED AS A GUIDE. ALL SCREEN MEDIA (TV, VIDEO, INTERNET, MOBILE AND POWERPOINT®) SHOULD USE THE RGB VALUES SHOWN IN THE FOLLOWING PAGES. THE COLOUR REFERENCES PRECEDED BY THE # SYMBOL ARE FOR USE ON THE WEB AND IN HTML APPLICATIONS. RGB INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL THE CORPORATE COLORS PRIMARY PALETTE 80% 80% 60% 60% 40% 40% 20% 20% CMYK 50 34 27 11 RGB 124 135 142 WEB #7C878E CMYK 97 99 37 44 RGB 32 23 71 WEB #201747 REGAL PANTONEBLUE275 C COOL PANTONEGREY430 C Lettermark and Logotype color Tagline colorINTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL SUPPORTIVE COLORS SECONDARY COLORS 80% 80% 80% 60% 60% 60% 40% 40% 40% 20% 20% 20% CMYK 50 34 27 11 RGB 124 135 142 WEB #7C878E CMYK 0 18 72 0 RGB 255 198 88 WEB #FFC658 CMYK 97 99 37 44 RGB 32 23 71 WEB #201747 PANTONEYELLOW 135 C LIGHT PANTONEGREY663 C LIGHT PANTONEBLUE2135 C The supporting colours are yellow - used primarily as an accent colour (e.g., call to action buttons), light blue, and light grey. These supporting colours are to be used sparingly, on a 20% ratio with the primary colours. INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
Avenir Next is our Secondary font, and it is used for some lower-level hierarchy headings, body copy, and quotes. Guidelines on how to use Avenir Next, together with some real-life examples, are included in this manual’s following pages.
TYPOGRAPHY
It is the font used for our logotype and tagline. Trajan is also our primary typeface and is used in top-level hierarchy headings. Trajan is only available in the upper case and hence, should not be used for body copy.
BUTLER & CO · BRAND MANUAL
TRAJAN AVENIR NEXT A B C D E F G H I J K 1 2 3 4 5 6 7 8 9 L M N O P E R T U W A B C D E F G H I J K 1 2 3 4 5 6 7 8 9 L M N O P E R T U W INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
PRIMARY SECONDARYFONTFONT
The following typographic hierarchy is for guidance only. Depending on the medium (banner, poster, flyer, brochure), the communication goals, and the grid used for each specific design, the graphic designer may decide to adjust and modify this Ithierarchy.isimportant to use a combination of typefaces, weight, and colour to create contrast and achieve the visual objective sought for each communication piece.
BUTLER & CO · BRAND MANUAL
INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
TYPOGRAPHIC HIERARCHY
BUTLER & CO · BRAND MANUAL IMAGE STYLE INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
COPORATE STATIONERY INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL 05BRAND
APPLICATION
The following pages show some of the applications of our main brand elements and how they work together to communicate with our audience.
Stationery acts as an important official expression of our identity. It signifies and identifies the many values of our brand. We have created a stationery kit to meet the needs of our brand. It includes a letterhead, envelope, business card, pocket folder and a note card.
BUTLER & CO · BRAND MANUALINTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL
INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
Icons are essential graphic elements as they help improve usability issues by providing a shorthand visual language where Thenecessary.following are some examples of icons that can be used both on web or print to help communicate information or entice people to take action (e.g. click a button or a section of a website)
ICONOGRAPHY
MINIMUM SIZES
To preserve the visibility of icons they should rarely be used any smaller than the recommended minimum sizes specified here. For other uses, like graphics, the icon size can be determined by the designer depending on the needs of the layout.
As is the nature of icons, when selecting a particular icon, ensure that it represents and has a direct connection with the topic and information that it Inrepresents.mostcases, the general icons should use black and white depending on what provides the highest contrast. Icons can also be used in the regal blue or yellow, providing there is adequate contrast and it suits the purpose for the use of the icon (e.g. used in an infographic, website, poster, etc).
INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL WHITE-OUT COLOR USAGE MINIMUN SIZES 30 pixels wide minimum digital size 10mm wide minimum print size Standard recommended sizes are: Small 16 x 16 pixels Normal 18 x 18 pixels Medium 24 x 24 pixels Large 32 x 32 pixels HOW TO USE THE ICONS
ICONS COLOR
BUTLER & CO · BRAND MANUAL
The following social media templates have been together to create what all top brands have in common: CONSISTENCY. These designs help Butler & Co visually communicate in a cohesive way Through social media, we will communicate our values and messages using the style, look and feel established in this
INTRODUCTIONdoucment.|ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
SOCIAL MEDIA
BUTLER & CO · BRAND MANUALINTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
Here are some examples on how the brand can be used on promotional items (e.g. mugs), apparel or branded items used to facilitate our services (e.g., workshops). Ensure that the brand is highly visible and not close to other elements that may distract the viewer’s attention from our brand (e.g. images or text). When in doubt, contact our marketing team for clarification on how to properly use our brand on items of this nature.
MERCHANDISING
INTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUAL
BUTLER & CO · BRAND MANUALINTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BUTLER & CO · BRAND MANUALINTRODUCTION | ABOUT US | VISUAL IDENTITY | LOOK & FEEL | BRAND APPLICATION
BRAND GUIDELINES MANUAL BRAND GUIDELINES MANUAL
