Help guide by Giulia Maria Ferro

www.caliberi.com

brand help guide

Color Visuals

our core identity

Stationery Our Logo Typography

internal communications PowerPoint

In keeping with our updated brand approach, we’ve created a complete set of design guidelines. These guidelines are intended to ensure consistency over just about every instance of customer contact. That’s why it’s our duty as keepers of the brand (raising your right hand yet?) to protect, support, and communicate our brand clearly and consistently in everything we say and do. The core design elements are the essential visual elements of our brand — the Caliber logo, typefaces, color palettes, imagery, and graphics — and are the starting point for any Caliber communication.

Private and Confidential ©Caliber Interactive Ltd 2014

presentation

E-mail signature

a guide to the caliber brand

logo specifications typeface the pebble imagery usage internal communication

logo specifications

1 dimensions

Never redraw or alter the logo, including the placement and size relationship of its letter or strapline. Use the latest authorised Caliber artwork. If in doubt email creative@caliberi.com Always maintain clear space around the Caliber signature to protect the logo from distracting graphics or typography. Never allow typography or other elements to â&#x20AC;&#x153;invadeâ&#x20AC;? the signature or the symbol.

logo specifications

1.1 logo with tagline specifications

Taglines are an integral part of conveying a brand image. To maximize its impact and to preserve its unique status, please: Never use it alone or linked to a product or service. Don’t change the lockup (how it’s positioned with our logo). And, maybe less obvious but just as important: never recreate the combined logo and tagline art; use only authorised, original art. The different rules on how our tagline should be used appear below. Please, never ever create taglines and, of course, don’t use any tagline other than our authorised tagline in any advertising or marketing materials.

MINIMUM SIZE AVAILABLE WITH STRAPLINE Size 4 cm / 113,386 px Please never reproduce the logo/tagline lockup smaller than 2,1 cm, measured from the “C” to the right side edge of the “R”.

MINIMUM SIZE AVAILABLE WITHOUT STRAPLINE Size 2 cm / 56,693 px The Caliber tagline reproduces well at almost any size. Going too small, however, can damage the tagline’s integrity – and effectiveness. So please: Never reproduce the tagline smaller than 2 cm, measured from the “C” to the right side of the “R”.

SMART ORGANIC MARKETING

logo specifications

1.2 examples of department type treatments

For Internal communications and departmental initiatives we can adapt the logo to represent the core internal teams not associated with our Services.

MARKETING

SALES

COMMERCIAL

CLIENT SERVICES

TYPEFACE Museo Sans 30

logo specifications

1.3 examples of country type treatments

LONDON

EDINBURGH

DUBAI

TYPEFACE Museo Sans 30

typeface

2 using type effectively

__ Do always set type in a combination of uppercase and lowercase __ Do use only approved colors, or colors that are easily read in type __ Do use only the approved Caliber typefaces __ Do avoid using all uppercase; we don’t want to shout

__ Don’t use special effects, such as drop shadow, that compromise legibility __ Don’t change kerning (space between letters) when setting headlines or body copy __ Don’t distort the typefaces (e.g., expand, condense, or modify the letterforms) __ Don’t substitute other typefaces

typeface

2.1 preferred casing

Uppercase and lowercase styling in headlines and call outs support our brand warmth and friendliness. Please do not use Museo Sans in all uppercase. Itâ&#x20AC;&#x2122;s a form of shouting on both paper and screen.

Caliber surpass targets and increase traffic to tesco direct by 122% yoy

CALIBER SURPASS TARGETS AND INCREASE TRAFFIC TO TESCO DIRECT BY 122% YOY

Background

BACKGROUND

Caliber started working with a portfolio of Tesco brands in 2011 and were tasked with getting optimal results from SEO.

Caliber started working with a portfolio of tesco brands in 2011 and were tasked with getting optimal results from seo.

2.2 text alignment

Caliber is an organic marketing agency, with offices in London, Edinburgh and Dubai, specialising in integrated SEO, Content and Social Marketing. We combine smart insight, creativity and technical expertise to earn brands exceptional digital coverage. Our services include: Enterprise SEO, creative content marketing, social media promotion, targeted outreach, digital PR and marketing insight.

typeface

3 an organic shape

The brand identity is also used to reinforce the ‘organic marketing’ position of our brand. The pebble shape is a dynamic and flexible icon that allows us to leave a Caliber “stamp” where the primary logo and strapline are not effective, such as in small spaces.

the pebble

applying the pebble graphic

3.1 the pebble in action

Here are just a few of the ways you might use the full pebble to emphasize something smart.

home

about

what we do

our work

blog

We are Caliber 're an experienced team of digital marketers, creatives, developers and analysts ose mission is to get your brandâ&#x20AC;&#x2122;s stories, information and products in front of your customers, where and when they want them.

Caliber-i @Caliberi

follows you

applying the pebble graphic

3.2 applying the pebble: inspired people

In order to maintain consistency in the way this graphic is used, please follow the instructions on the following pages.

SILHOUETTED FIGURES

applying the pebble graphic

LIFESTYLE IMAGERY

4 photographic creative direction

Knowing and understanding our brand personality traits and how to apply them to our photographic art direction is what separates our work from others. By applying these four basic traits to our creative direction we’ll succeed in defining the Caliber brand. We need to show the connection of these ‘traits to the ‘How we look’ characteristics in the brand wheel: Multi-cultural Think about what type of photography conveys caring best. It usually includes some human element to it or shows that someone took the time to do their best. We can elevate our work by caring for our subjects, lighting, styling, and every aspect of our photographs. When we care enough to speak from the brand the customer will respond. Creative and smart We’re innovative...not complacent. We can be aspirational but never out of the grasp of our core customer’s imagination. Forward-thinking but never trendy. Inventive? Yes. We innovate in smart ways. High style? No, it’s not our style. Fun, clever, and refreshing ...it’s what makes us innovative. Fresh and connected We’re straightforward...not complicated. Simple. Up-front. We have an important role in defining the brand to our customers. Our photography can reflect this by not taking itself too seriously. If it takes a moment to understand it’s not straightforward enough. Professional and expert Because we’re positive about our customers, business, and services, correctly selected imagery communicates the optimism of our brand. The lighting, smiles (natural smiles, of course – never forced), and a fresh feel are all elements that, when properly combined, are essential to capturing our upbeat nature.

guide to imagery usage

4.1 lifestyle people

4.2 lifestyle people in white

White background is preferred when you use the pictures.

guide to imagery usage

4.3 Incorrect Lifestyle Imagery

Sometimes there are subtle differences between a correct image and an incorrect image. All the elements of lighting, styling, and location can be correct but if the interaction between people or realness is missing it can result in an off-brand photo. The following demonstrate more subtle examples of what to avoid.

Keep subjects in focus

Do not use ambiguous photos

Do not use overly “sexy” images

Do not create dark and moody environments

Do not create cliché compositions

Composition is overly complex and lacks emotional connection

internal communication

5 pattern concept

The pebble logo is an important and valued graphic element and must be used consistently and as a trademark. All the internal communication have been made with a shape sorter. Everything must follow the pebble outline, you can see just a bit in each document but if youâ&#x20AC;&#x2122;ll see at the same time you can read the corporate identity.

internal communication

organic marketing proposal

internal communication

5.1 PowerPoint templates with logo

Use only the approved Caliber PowerPoint template whether you’re presenting internally, to suppliers, to trade groups — anytime you’re presenting in an official capacity for Caliber. Use the latest authorised Caliber artwork. If in doubt email creative@caliberi.com Always maintain clear space around the Caliber signature to protect the logo from distracting graphics or typography. Never allow typography or other elements to “invade” the signature or the symbol.

COVER PAGE

DIVIDER PAGE

E.G. IMAGE DIVIDER PAGE

CHART PAGE

IMPORTANT: You should remember that bigger is not synonym of beautiful. Please follow the concept ‘less is more’ and the result will be satisfying. Don’t change the size or the typeface of the fonts.

internal communication

TEXT PAGE

GRAPHIC PAGE

internal communication

5.2 Word templates with logo

Use only the approved Caliber Word template whether you’re presenting internally, to suppliers, to trade groups anytime you’re presenting in an official capacity for Caliber. Use the latest authorised Caliber artwork. If in doubt email creative@caliberi.com Always maintain clear space around the Caliber signature to protect the logo from distracting graphics or typography. Never allow typography or other elements to “invade” the signature or the symbol.

COVER PAGE

CONTENTS PAGE

TABLE PAGE

CHART PAGE

SUMMARY PAGE

IMPORTANT: You should remember that bigger is not synonym of beau tiful. Please follow the concept ‘less is more’ and the result will be satisfying. Don’t change the size or the typeface of the fonts.

internal communication

TEXT PAGE

CONTACT PAGE

ADDRESS PAGE

GRAPHIC PAGE

internal communication

5.5 e-mail signature with strapline

When writing on behalf of Caliber, it’s important to maintain professionalism — and that means using an approved, brand-consistent e-mail signature with all the right sign-off information. It’s the brand champion thing to do. Professional e-mail programs let you create a signature that lives in the footer of every message.

E-mail signature Follow the formatted sample below to create a signature that reflects Caliber’s identity and present your newly branded signature to the world!

FONT Century Gothic, size: 10pt, style: bold FONT Century Gothic, size: 10pt, style: regular LONDON

Your Name Your Job Title | Caliber DD +44(0)XXXXXXXXXX M +44(0)XXXXXXXXXX W www.caliberi.com T @Caliberi F facebook.com/caliberi 3rd Floor, River House, 143-145 Farringdon Road, London, EC1R 3AB This email and any attached files are confidential and intended solely for the individual or entity to whom they are addressed. If you have received this email in error, please notify us. The opinions expressed are mine and do not represent the opinion of the Company. Caliber Interactive is registered in Scotland, company number SC347256. Please consider the environment. Before printing this e-mail message, ask yourself whether you really need a hard copy

FONT Century Gothic, size: 8pt, style: italic FONT EDINBURGH

Century Gothic, size: 10pt, style: regular

FONT Century Gothic, size: 10pt, style: bold Your Name Your Job Title | Caliber DD +44(0)XXXXXXXXXX M +44(0)XXXXXXXXXX W www.caliberi.com T @Caliberi F facebook.com/caliberi The Sugarbond, 2 Anderson Place, Edinburgh, EH6 5HP This email and any attached files are confidential and intended solely for the individual or entity to whom they are addressed. If you have received this email in error, please notify us. The opinions expressed are mine and do not represent the opinion of the Company. Caliber Interactive is registered in Scotland, company number SC347256. Please consider the environment. Before printing this e-mail message, ask yourself whether you really need a hard copy

internal communication

LONDON

FONT Century Gothic, size: 10pt, style: bold

FONT Century Gothic, size: 10pt, style: regular EDINBURGH

Your Name Your Job Title | Caliber DD +44(0)XXXXXXXXXX M +44(0)XXXXXXXXXX W www.caliberi.com T @Caliberi F facebook.com/caliberi The Sugarbond, 2 Anderson Place, Edinburgh, EH6 5HP This email and any attached files are confidential and intended solely for the individual or entity to whom they are addressed. If you have received this email in error, please notify us. The opinions expressed are mine and do not represent the opinion of the Company. Caliber Interactive is registered in Scotland, company number SC347256. Please consider the environment. Before printing this e-mail message, ask yourself whether you really need a hard copy

FONT Century Gothic, size: 8pt, style: italic FONT Century Gothic, size: 10pt, style: regular FONT Century Gothic, size: 10pt, style: bold