Brand Guidelines Corporate Identity 2021 | Royal London
1.0
The Logo
1.0
The Logo
Meaning behind the Logo Inspired by the brand name Royal London, the representative image is a lion, royal and letter R that combine and synchronize, creating a state – brave and elegant.
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Brand Guidelines | Royal London
1.1 Logo Elements and Usage
Brand Guidelines | Royal London
Logo — display 1
Logo — display 2
The logo comprises of the symbol and the corporate name. The logo appears on all of the company's visual communica tions, including the livery, cor pirate stationary, signage etc. It represents more than just a name. It is the primary means of identifying the company and the brand's presence in the marketplace.
Logo — display 3
Appropriate use of the logo is necessary for maintaining the integrity of the brand and presenting a unified image of the company.
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1.2 Minimum and Clearance
The Logo should always be surrounded by a generous amount of open space to keep it free of any visually distract ing elements. Typographic or photographic material should not infringe on the imaginary clear space india cated as the grey space around the logo.
Brand Guidelines | Royal London
Logo — display 1
2x
5x
x
3x
2x
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Brand Guidelines | Royal London
Logo — display 2
x
2.5x
x x x
In display, do not use Logo with the seal smaller than 16px wide. 07
1.3 Logo and Backgrounds
The Logo should always be surrounded by a generous amount of open space to keep it free of any visually distract ing elements. Typographic or photographic material should not infringe on the imaginary clear space india cated as the grey space around the logo.
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Brand Guidelines | Royal London
1.4 Localization
Brand Guidelines | Royal London
Banner — 2x3 A specified number of columns in a frame can be achieved with a reasonable Logo size.
Banner — 1x3
Banner — 1x6
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2.0
Visual Language
2.1 The Color
Brand Guidelines | Royal London
Primary Brand Colors Our primary brand colors are white and blue. They are used to provide accessibility, simplicity, and consistency throughout all brand communications.
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RGB — 255 255 255 CMYK — 00 00 00 00 HEX — FFFFFF PMS — White
RGB — 00 00 00 CMYK — 100 100 100 100 HEX — 000000 PMS — Black
Brand Guidelines | Royal London
HEX — 000000
HEX — EFC07D
2.2 Safety Color and Secondary Colors
Black and White is an important color that is unique to Royal London and should be used sparingly for moments of support, assurance, and delight at moments of interaction between a user and the brand. The specialty colors are designated only for illustrations that require tone-on-tone pairings and product designs that require variations of tone and opacity.
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3.0
Typography
3.1 Typography
Ohana primary typeface, Daikon combines modern propoSitions with a geometric appearance. Daikon was chosen to reinforce and accentuate the clean and modern aesthetic of the brand. Gelion with its open forms, neutral yet friendly appearance is excellent to use as copy text or sub heads. Highly legible on screen and at small sizes makes it an excellent choice for secondry typeface. No substitution of these are acceptable. Exceptions may appear in Royal London Inflight magazine.
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Brand Guidelines | Royal London
Daikon Bold | Medium | Regular | Light
Halo
Halo
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0 1 2 3 4 5 6 7 8 9 <> ., :; “” {} (!@#$%^&*)
0 1 2 3 4 5 6 7 8 9 <> ., :; “” {} (!@#$%^&*)
Halo
Halo
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0 1 2 3 4 5 6 7 8 9 <> ., :; “” {} (!@#$%^&*)
0 1 2 3 4 5 6 7 8 9 <> ., :; “” {} (!@#$%^&*)
Brand Guidelines | Royal London
Gelion Bold | Bold Italic | Regular | Italic
Halo
Halo
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0 1 2 3 4 5 6 7 8 9 <> ., :; “” {} (!@#$%^&*)
0 1 2 3 4 5 6 7 8 9 <> ., :; “” {} (!@#$%^&*)
Halo
Halo
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
0 1 2 3 4 5 6 7 8 9 <> ., :; “” {} (!@#$%^&*)
0 1 2 3 4 5 6 7 8 9 <> ., :; “” {} (!@#$%^&*)
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3.2 Typestyles
To ensure communications are consistent, a set of typestyles have been set to treat headlines and body copy.
Brand Guidelines | Royal London
Title Heads (Ads) Daikon Bold Head Gelion Bold ½ Title Heads point size
Body Gelion Regular ½ Title Head point size Sub-head GelionBold
Number Daikon Bold / Regular / Italic 18
Brand Guidelines | Royal London
The Title Heads is two lines long Sub-head is ½ the point size In parallel with the rapid and solid development of the hospital chain, specialised research institutes, namely Ohana Research Institute of Stem Cell and Gene Technology, Ohana Research Institute of Oncology, have been established. This is a standard model that every leading healthcare system in the world pursues, setting firm foundation for Ohana to continuously develop and catch up with those in region and all over the world. Care comes form the heart.
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