Brand Guidelines
The Logo The logo is the cornerstone of our identity and must be used on all communication material.
Colour
Where possible the full colour version of the logo should be used. White and black versions of the logo are available. These can be used if the colour version is not appropriate or special print finishes are
Greyscale
required. N.B. Ensure the logo is legible on the background.
Mono
HAWES & CO BRAND GUIDELINES
03
Logo Variations
Logo on photo
Logo on solid colour
Logo on Blue background
Colour on light background
The full colour version of the logo should be used on every application. It is to be noted that the logo has a white keylined border which is only visible when placed on dark backgrounds.
Social Media
Logo on busy background
HAWES & CO BRAND GUIDELINES
Keeping the logo consistent It is important that all our collateral has a clean and crisp look. It is always a good practice to leave an area of ‘breathing space’ around the logo to ensure that the brand is clearly visible in the surrounding design or text areas.
Do NOT add effects
Do NOT rotate
Do NOT distort
Do NOT use just the text alone
Do NOT change the
Do NOT change the word ratio
Isolation Area The Isolation Area is the space around the logo in which no other text, graphic or photographic elements may encroach. The size of the isolation area is the height of the letter “H” in the logo.
HAWES & CO BRAND GUIDELINES
The Hawes & Co URL Black against white
Dark blue against white
The URL should be written in its simplest form, in lower case and without any preceding www.
hawesandco.co.uk
White against dark blue
hawesandco.co.uk
hawesandco.co.uk
White against grey
hawesandco.co.uk
HAWES & CO BRAND GUIDELINES
Typography The brand typeface is Avenir, this has been chosen because it is clean, legible and classic. Typography and a consistent use of typeface is a key element in creating a cohesive look across all the Hawes & Co. identity. Please use the different weights of the Avenir family for headings and to add interest when designing a piece of artwork.
Avenir Light
Avenir Heavy
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890 // !@#$%^&*()
1234567890 // !@#$%^&*()
Avenir Book
Avenir Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz
1234567890 // !@#$%^&*()
1234567890 // !@#$%^&*()
Avenir Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 // !@#$%^&*()
Arial should be used for transactional items such as
Avenir Medium
standard forms and letters created in-branch, where staff
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Avenir generating the items do not have access to Avenir.
Arial should also used for email signatures to avoid issues
abcdefghijklmnopqrstuvwxyz 1234567890 // !@#$%^&*()
with typeface rendering on the recipient’s computer.
HAWES & CO BRAND GUIDELINES
Colour Palette Colour is an essential part of our brand and marketing collateral. The primary colour is simply classy, it works well with
PRIMARY COLOUR
C:100 M:87 Y:48 K:68 R:0 G:21 B:46 #00152e
photograohy and with white text therefore a secondary colour palette is not needed to reflect the Hawes & Co brand.
LOGO COLOURS
C:98 M:81 Y:35 K:30
C:1 M:93 Y:95 K:0
C:0 M:0 Y:0 K:0
R:31 G:52 B:90
R:227 G:41 B:28
R:255 G:255 B:255
#1F345A
#E3291C
#ffffff
HAWES & CO BRAND GUIDELINES