Invest NI Brand Guidelines by Lukasz Kulakowski

Invest NI Brand Guidelines Interim Guidelines - Version 1

March 2013

Invest NI logo Invest Northern Ireland - Brand Guidelines 2013

Invest NI logo

A new logo for Invest NI A new logo has been developed for Invest Northern Ireland (Invest NI) to work across all markets and all forms of communication. Whilst core elements remain the same, the weighting of the typography has been changed to shift the emphasis on Northern Ireland.

Invest Northern Ireland - Brand Guidelines 2013

Invest NI logo

Logo colours The Invest NI logo colours consist of the following CMYK, RGB and HEX specifications.

CMYK 65.0.100.0 RGB 89.178.36 HEX #62bb46

CMYK 30.0.94.0 RGB 179.220.31 HEX #bed73d

Invest Northern Ireland - Brand Guidelines 2013

CMYK 85.0.0.0 RGB 40.174.207 HEX #00b6f1

CMYK 60.0.0.0 RGB 103.198.221 HEX #44c8f5

Invest NI logo

Logo clearance and minimum size The Invest NI logo should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo. This area is defined by using the height of the letter N taken from the logo as shown. To ensure legibility, the minimum size that the logo can appear in print is 20 mm wide. For digital reproduction, the minimum size is 60 pixels wide. There is no maximum reproduction size of the logo.

Minimum size for print

Minimum size for screen

20mm

Invest Northern Ireland - Brand Guidelines 2013

60 pixels

Invest NI logo

Colour variations on white Colour variations of the logo have also been created to give the new identity a flexible and more friendly feel, moving away from the restricted corporate colours. Colours from the new palette can be used to change the colour of the six petals. All six petals must always be the same colour. When used on a white background the Invest NI text does not change colour and should always appear in black.

Invest Northern Ireland - Brand Guidelines 2013

Invest NI logo

Colour variations on colour Colour variations of the logo can also appear on solid colour backgrounds. When used on a colour background the Invest Northern Ireland text should always appear in white. The only time the logo should appear in one colour is white out of black, and black on white. Aim to use coloured logos wherever possible.

See page 42 on how to choose petal colours when using a coloured background.

Approved one colour reversals

Invest Northern Ireland - Brand Guidelines 2013

Invest NI logo

Incorrect usage

All elements of the Invest NI logo are fixed and should not be altered in any way. The logo must always be reproduced using the original digital master artwork and must not be modified in any way. 1. Do not distort the height of the logo 2. Do not distort the length of the logo 3. Do not place the logo on a colour that clashes 4. Do not place the logo on a busy background 5. Do not put a drop shadow on the logo 6. Do not alter the prorortions of the petals and text 7. Do not use the petals on their own 8. Do not make the petals and text the same colour 9. Do not rotate the logo

x 5.

Youâ&#x20AC;&#x2122;d be amazed how often these things happen.

x 6.

x Invest Northern Ireland - Brand Guidelines 2013

x 9.

Go For It Campaign Identity Invest Northern Ireland - Brand Guidelines 2013

Go For It campaign identity

Go For It campaign identity A reviesd campaign identity has been developed for Go For It to work across all forms of campaign communication.

Invest Northern Ireland - Brand Guidelines 2013

Go For It campaign identity

Logo Colours The Go For It logo colours consist of the following CMYK, RGB and HEX specifications.

CMYK 100.0.100.0 RGB 0.166.81 HEX #00a651

CMYK 50.0.100.0 RGB 141.198.63 HEX #8dc63f

Invest Northern Ireland - Brand Guidelines 2013

CMYK 100.0.0.0 RGB 0.174.239 HEX #00aeef

Go For It campaign identity

Clearance area and minimum size The Go For It campaign identity should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the campaign identity. This area is defined by using the height of the letter f taken from the identity as shown. To ensure legibility, the minimum size that the identity can appear in print is 20 mm wide. For digital reproduction, the minimum size is 60 pixels wide. There is no maximum reproduction size of the campaign identity.

Minimum size for print

Minimum size for screen

20mm

Invest Northern Ireland - Brand Guidelines 2013

60 pixels

Go For It campaign identity

Colour variations on white Colour variations of the Go For It identity have also been introduced to give more flexibility and a less corporate feel. Colours from the new palette can be used to change the colour of the five roundals. All five roundals must always be the same colour. When used on a white background the Go For It text does not change colour and should always appear in black.

Invest Northern Ireland - Brand Guidelines 2013

Go For It campaign identity

Colour variations on colour Colour variations of the identity can also appear on solid colour backgrounds. When used on a colour background the Go For It text should always appear in white. The only time the identity should appear in one colour is white on black or black on white. Aim to use coloured logos wherever possible.

Invest Northern Ireland - Brand Guidelines 2013

Go For It campaign identity

Incorrect usage

All elements of the Go For It campaign identity are fixed and should not be altered in any way. The identity must always be reproduced using the original digital master artwork and must not be modified in any way. 1. Do not distort the height 2. Do not distort the length 3. Do not place the identity on a colour that clashes 4. Do not place the identity on a busy background 5. Do not put a drop shadow on the identity 6. Do not alter the prorortions of the roundals and text 7. Do not use the roundals on their own 8. Do not make the roundals and text the same colour 9. Do not rotate the identity

x 5.

Youâ&#x20AC;&#x2122;d be amazed how often these things happen.

x 6.

x Invest Northern Ireland - Brand Guidelines 2013

x 9.

nibusinessinfo.co.uk Campaign Identity Invest Northern Ireland - Brand Guidelines 2013

Campaign identity

The nibusinessinfo.co.uk campaign identity works across all forms of communication and consists of the following CMYK and RGB specifications.

CMYK 0.100.96.28 RGB 146.0.32

CMYK 0.12.100.0 RGB 240.223.26

Invest Northern Ireland - Brand Guidelines 2013

Dual branding Campaign identity

20 18

nibusinessinfo.co.uk

The full Invest NI Colour palette can now be The full when Investapplying NI colourthe palette can now be utilised nibusinessinfo.co.uk utilised when apply the nibusinessinfo.co.uk campaign identity. campaign identity. The full colour, red and yellow, should still be used, Thethe full full colour, redrange and yellow, should still be but colour can also be introduced. used, but full brand colour /range can also belogo Choice of the parent full colour range introduced for all forms communication. should be defined by theofproject brief. Logos can can appear appear on on white white or or on on solid solid colour. colour. Logos Here are are some some examples examples of of the the Here nibusinessinfo.co.uk logo incorporating nibusinessinfo.co.uk logo incorporating the new new colours colours from from the the new new palette. palette. the

Invest Northern Ireland - Brand Guidelines 2013

Vector illustrations

Using vector illustrations Vector illustrations and icons may also be used to support a typographic title. Illustrations can be incorporated into the typographic layout or sit independently. It is recommended to keep the illustrations clear and simple.

Invest Northern Ireland - Brand Guidelines 2013

Examples

Press ads

Using vector illustrations Questions about starting your own business? We have the answers

We can help your business save time and money.

Get all the help, advice and guidance you need for FREE at nibusinessinfo.co.uk. From naming your business to employing people and everything in between - you’ll find it here.

Do you have questions about your business, such as raising ﬁnance, employing staff - or how to win customers and improve performance? If so then sign up to nibusinessinfo.co.uk to receive FREE updates on all aspects of business, and keep ahead with all the latest information and advice.

visit nibusinessinfo.co.uk

Provided by

£ £

Online banner ads

Tourism business? Practical advice available here

Invest Northern Ireland - Brand Guidelines 2013

Provided by

Examples

A4 front covers

Using photography

Headline copy

6pp DL flyer Aquam et faceper iberferis dolore comnist, comni quis ni occate con con re es esequam

nibusinessinfo.co.uk is the official online channel for business advice and guidance in Northern Ireland. Whatever stage your business is at, or whatever guidance your business needs - there is help available for you.

Can your business afford to miss out on:

Simple to use and up-to-date, nibusinessinfo.co.uk is the first place to go to get the answers to your business questions. Find advice on key business areas including: employing and managing staff; winning customers; managing cash-flow; business taxes; selling online; improving performance; starting up; and much more.

• The latest business support? • Expert advice? • New business opportunities?

facebook.com/nibusinessinfo twitter.com/nibusinessinfo youtube.com/nibusinessinfo

nibusinessinfo.co.uk is a free service delivered by Invest NI. It brings together information from government departments and business support organisations to provide you with the real help you need.

Let us work to help save your business time and money

Provided by

the first place to go to get the answers to your business questions

Invest Northern Ireland - Brand Guidelines 2013

Your guide to the official online channel for business advice and guidance in Northern Ireland

The site’s NI business directory can connect you with local customers or suppliers. It has sample policies, forms, letters and checklists covering all aspect of business; and provides access to funding options, mentoring and networking opportunities, as well as wider support.

Looking for help? We’ve got it covered. Business news Keep up-to-date with the latest support, events and opportunities for your business.

Premises & property Choose the right business premises, know how to protect them, ensure they are accessible and improve energy performance.

Create, innovate & protect Find support for innovation – guidance on how to develop and protect your ideas.

Starting up

Get everything you need to turn your idea into a successful business – how to write a business plan, find funding and manage your business.

Make the right decisions when planning for or investing in new technologies.

Finance & grants Access information to help you manage cashflow and identify funding support.

Tax, payroll & company information Understand annual tax, VAT returns, National Insurance and paying your employees.

Employment & skills Find guidance to help you recruit, develop and manage your staff – from pay and pensions to calculating employees’ holiday entitlement and improving staff performance.

Sales & marketing Win customers and sell more – how to create a marketing strategy and establish successful sales.

International trade Target more markets, reach new customers and make more sales – how to export successfully to other parts of the UK, the Republic of Ireland, Europe and beyond.

Grow your business Find out how to develop a successful growth strategy, find finance and manage expansion.

Workplace health & safety How to establish and maintain a working environment that will protect yourself and others.

Environment & efficiency Access advice to help you save money, increase productivity and improve the environment.

Let us work to help save your business time and money.

£ £

Dual branding Invest Northern Ireland - Brand Guidelines 2013

Dual branding

Core system â&#x20AC;&#x201D; Primary logo and colours Core system â&#x20AC;&#x201D; Primary logo and colours

Corporate communication (core logos and white tab only)

Dual branding applications All logos should appear in the graphic tab device when they are the lead brand. Support logos should appear as reversals, allowing the lead identity to have prominance. ERDF logo has strict usage, and guidlines on applying this logo should be taken from the ERDF guidelines document.

Variations in logo and background colours Variations in logo and background colours

Wider business base communication (full colour range of logos and tabs)

Here are some examples of each identity taking the lead in the tab device while the other logos are applied as reversals at a secondary level.

Invest Northern Ireland - Brand Guidelines 2013

24 16

Generic brand toolkit The following section of this document gives guidance on all of the secondary brand elements (graphic device, colour, typography, photography, illustration, tone of voice) and how they can be introduced to the overall Invest NI brand or to the individual campaign identities.

Invest Northern Ireland - Brand Guidelines 2013

Graphic system Invest Northern Ireland - Brand Guidelines 2013

Invest NI graphic system

Invest NI tab A graphic tab device has been created to house the Invest NI logo. The tab device should be used at all times when Invest NI is the lead identity. The exception to this rule is - if Invest NI is a secondary partner on a piece of communication, the tab device should be removed and the stand alone Invest NI logo should be applied instead. There are various different ways to apply the graphic tab, but there are also certain elements that remain consistent. The following section gives guidance on how to apply the graphic tab device.

Invest Northern Ireland - Brand Guidelines 2013

Invest NI graphic system

Invest NI tab variations As mentioned on the previous page, the graphic tab device has great versatility in terms of how it is used. It can be applied in a number of different ways and allows you more freedom to work with images and text layouts, knowing that the tab system can adapt to fit around them. It can come in from the left, right, top or bottom yet still keep a strong consistency. Here are a number of examples of how the tab system can be applied.

Invest Northern Ireland - Brand Guidelines 2013

Invest NI graphic system

Invest NI logo position and tab size Similar to the stand alone Invest NI logo, the tab and logo also have rules for size and positioning that should be followed. When appearing within the graphic tab, the Invest NI logo has a fixed position that should not be altered. This position is defined by using the height of the letter N and the word Ireland taken from the logo as shown.

Invest Northern Ireland - Brand Guidelines 2013

Invest NI graphic system

Left to right

Title and web address within the tab device

The tab device is also used to house a titles and web addresses when required. Text should be aligned to the bottom of the tab device and leave a space of x2 of the end tab block. Examples are shown for left and right led devices.

A useful guide to exporting investni.com/export

Right to left

A useful guide to exporting investni.com/export

Invest Northern Ireland - Brand Guidelines 2013

Invest NI graphic system

Top to bottom

Bottom to top

Title and web address within the tab device

A useful guide to exporting

Tabs can also appear from top or bottom. Here are two examples of how to apply the title and web address when using a vertically applied tab.

investni.com/export

A useful guide to exporting investni.com/export x2

Invest Northern Ireland - Brand Guidelines 2013

Invest NI graphic system

Incorrect usage All elements of the Invest NI logo and tab are fixed and should not be altered in any way.

The logo and tab must always be reproduced using the original digital master artwork and must not be modified in any way.

1. Do not distort the height of the logo/tab 2. Do not distort the length of the logo/tab 3. Do not add drop shadows to the logo/tab 4. Do not adjust the size of the logo within the tab

Continued on the next page.... 3.

x 4.

Invest Northern Ireland - Brand Guidelines 2013

Invest NI graphic system

Incorrect usage

5. Do not use remove the tab 6. Do not recreate the tab in a keyline 7. Do not alter the position of the tab 8. Do not alter the alignment of the tab ends.

Continued on the next page.... 6.

x 7.

x 8.

Invest Northern Ireland - Brand Guidelines 2013

Invest NI graphic system

Incorrect usage

9. Do not embed images within the tab 10. Do not use black text on dark colours 11. Ensure good contrast for logo and tab 12. Do not alter the shape of the tab boxes

Do not scan or try to re-create the Invest NI logo. 10.

x 11.

12.

Invest Northern Ireland - Brand Guidelines 2013

Invest NI graphic system

Coloured tab Solid colour can also be introduced into the graphic tab device. For guidance on choosing logo and tab colours, see page 42 in the Colour section. Here are some examples of coloured logos with coloured tab device.

Invest Northern Ireland - Brand Guidelines 2013

Go For It graphic system

Go For It tab A graphic tab device has also been created to house the Go For It campaign identity. There are various different ways to apply the graphic tab, but there are also certain elements that remain consistent. The following section gives guidance on how to apply the graphic tab device.

Invest Northern Ireland - Brand Guidelines 2013

Go For It graphic system

Go For It tab variations As mentioned on the previous page, the graphic tab device has great versatility in terms of how it is used. It can be applied in a number of different ways and allows you more freedom to work with images and text layouts, knowing that the tab system can adapt to fit around them. It can come in from the left, right, top or bottom yet still keep a strong consistency. Here are a number of examples of how the tab system can be applied.

Invest Northern Ireland - Brand Guidelines 2013

Go For It graphic system

Identity position and tab size Similar to the stand alone Go For It identity, the tab and marque also have rules for size and positioning that should be followed. When appearing within the graphic tab, the Go For It identity has a fixed position that should not be altered. This position is defined by using the height of the letter f and the word GO taken from the identity as shown.

Invest Northern Ireland - Brand Guidelines 2013

Go For It graphic system

Left to right

Title and web address within the tab device

Start a business investni.com/goforit

Right to left

Start a business investni.com/goforit

Invest Northern Ireland - Brand Guidelines 2013

Go For It graphic system

Top to bottom

Bottom to top

Title and web address within the tab device

Start a business

Tabs can also appear from top or bottom. Here are two examples of how to apply the title and web address when using a vertically applied tab.

investni.com/goforit

Start a business investni.com/goforit x2

Invest Northern Ireland - Brand Guidelines 2013

Go For It graphic system

Incorrect usage All elements of the Go For It identity and tab are fixed and should not be altered in any way.

The identity and tab must always be reproduced using the original digital master artwork and must not be modified in any way.

1. Do not distort the height of the identity/tab 2. Do not distort the length of the identity/tab 3. Do not add drop shadows to the identity/tab 4. Do not adjust the size of the identity within the tab

Continued on the next page.... 3.

x 4.

Invest Northern Ireland - Brand Guidelines 2013

Go For It graphic system

Incorrect usage

5. Do not use remove the tab 6. Do not recreate the tab in a keyline 7. Do not alter the position of the tab 8. Do not alter the alignment of the tab ends.

Continued on the next page.... 6.

x 7.

x 8.

Invest Northern Ireland - Brand Guidelines 2013

Go For It graphic system

Incorrect usage

9. Do not embed images within the tab 10. Do not use black text on dark colours 11. Ensure good contrast for identity and tab 12. Do not alter the shape of the tab boxes

Do not scan or try to re-create the Go For It identity or tab. 10.

x 11.

12.

Invest Northern Ireland - Brand Guidelines 2013

Go For It graphic system

Coloured tab Solid colour can also be introduced into the graphic tab device. For guidance on choosing identity and tab colours, see page 43 in the Colour section. Here are some examples of the Go For It identity with a coloured tab device.

Invest Northern Ireland - Brand Guidelines 2013

Colour Invest Northern Ireland - Brand Guidelines 2013

Colour

Colour palette A new colour palette has been created using 24 core colours. These colours have been selected to bring versatility and impact to the brand. Percentage tints can also be used in any of these colours. Other colours may be used where appropriate.

CMYK 0.100.0.0 RGB 236.0.140 HEX #ec008c

CMYK 0.80.0.10 RGB 217.81.147 HEX #d95193

CMYK 20.100.20.30 RGB 150.5.91 HEX #96055b

CMYK 10.85.5.55 RGB 121.30.82 HEX #791e52

CMYK 55.85.5.30 RGB 103.50.114 HEX #673272

CMYK 75.60.15.10 RGB 79.98.147 HEX #4f6293

CMYK 100.10.0.65 RGB 0.76.112 HEX #004c70

CMYK 75.0.0.35 RGB 0.136.174 HEX #0088ae

CMYK 75.0.0.5 RGB 0.181.232 HEX #00b5e8

CMYK 75.0.30.20 RGB 1.156.160 HEX #019ca0

CMYK 50.8.55.0 RGB 134.189.143 HEX #86bd8f

CMYK 30.0.89.0 RGB 189.215.74 HEX #bdd74a

CMYK 75.5.100.0 RGB 64.174.73 HEX #40ae49

CMYK 40.15.75.54 RGB 87.103.55 HEX #576737

CMYK 70.0.40.65 RGB 12.91.83 HEX #0c5b53

CMYK 0.40.100.0 RGB 250.166.26 HEX #faa61a

CMYK 0.80.100.0 RGB 241.89.34 HEX #f15922

CMYK 0.85.100.35 RGB 169.52.18 HEX #a93412

CMYK 0.100.100.60 RGB 121.1.1 HEX #790101

CMYK 0.100.100.30 RGB 177.17.22 HEX #b11116

CMYK 0.100.95.0 RGB 237.28.42 HEX #ed1c2a

CMYK 10.10.10.100 RGB 0.0.0 HEX #000000

CMYK 10.10.10.70 RGB 97.97.97 HEX #616161

CMYK 10.10.20.30 RGB 170.166.154 HEX #aaa69a

These colours can be applied to the Invest NI logo petals, the Go For it identity, the graphic tab, solid backgrounds and image overlays. References for CMYK, RGB and Hex values are shown below each colour. When there is the need for RAL or Pantone colours, the best possible match must be found.

Invest Northern Ireland - Brand Guidelines 2013

Colour

Gradient colour backgrounds When using solid background colour, a subtle radial gradient shoud be applied. Only use a radial gradient. Linear grades should not be used. This adds depth to the background and when used with typographic treatments, can really help the overall style of the design. 0.40.100.0

Colours should be of a similar tone when creating a gradient background. Do not grade one colour with a completly different colour. Some examples of gradient backgrounds are shown here, along with a screen shot of how to set up a gradient in Adobe illustrator or InDesign.

Invest Northern Ireland - Brand Guidelines 2013

0.80.100.0

Colour

Choosing colour from images When using the graphic tab with photography, the colour can be selected from a specific tone within the image. Where possible, try and select a strong accent colour. Here are some examples of choosing colour from within an image.

Boosting Business through Technology

A guide to exporting

Export Guide

investni.com/technology

investni.com/export

Good Food investni.com/buynifood

Lean Manufacturing Programme investni.com/leanmanufacturing

Invest Northern Ireland - Brand Guidelines 2013

Colour

Invest NI logo and tab colour combinations When applying a logo onto a coloured tab, ensure that the colours compliment each other. Where possible, try and choose colours from the same range. For example - dark green and light green, purple and magenta or black and grey. Avoid choosing colours that clash. Here are some examples of good and bad combinations.

Invest Northern Ireland - Brand Guidelines 2013

Colour

Go For It identity and tab colour combinations When applying a logo onto a coloured tab, ensure that the colours compliment each other. Where possible, try and choose colours from the same range. For example - dark green and light green, purple and magenta or black and grey. Avoid choosing colours that clash. Here are some examples of good and bad combinations.

Invest Northern Ireland - Brand Guidelines 2013

Typography Invest Northern Ireland - Brand Guidelines 2013

Typography

Helvetica Neue typeface A new typeface has been chosen for the Invest NI brand family. Helvetica Neue is a simple and timeless typeface. It is a well regarded and respected typeface and brings a confidence to the overall brand. It is a versatile typeface and is suitable for everything from large format headlines, to small body copy in brochures. It is available in a variety of weights and is recognised universally across digital platforms. Four weights are recommended for use with the Invest NI brand - 85 Heavy, 75 Bold, 65 Medium and 55 Roman. It can appear in upper and lower case. It can appear in ALL CAPITALS if required. Italic versions may also be used. All other weights and cuts of Helvetica Neue are not to be used. Minimum size for print For print, the recommended size for body copy is 9pt, although 8pt text may be used if space is limited. Minimum size for screen For screen, the recommended size for body copy is 12pt.

Helvetica Neue - 85 Heavy

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue - 75 Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue - 65 Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Neue - 55 Roman

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Invest Northern Ireland - Brand Guidelines 2013

Typography

Secondary web safe typeface A secondary typeface has also been chosen to be used whenever Helvetica Neue is not available. Arial is a very similar typeface to Helvetica Neue and is an industry standard font on all computers. Use of Arial is only recommended if a computer does not have, or cannot display the Helvetica Neue font. Bold and regular weights are available. It can appear in upper and lower case. It can appear in ALL CAPITALS if required. Italic versions may also be used. Minimum size for print For print, the recommended size for body copy is 9pt, although 8pt text may be used if space is limited. Minimum size for screen For screen, the recommended size for body copy is 12pt.

Arial - Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Arial - regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Arial - Italics

abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz

Invest Northern Ireland - Brand Guidelines 2013

Typography

Typesetting short titles Helvetica Neue 75 Bold is recommended when setting typographic headlines. For short headline messages (no more than 4-5 words) text can be scaled up and allowed to bleed off the edge of the page. It can bleed of to the left, right or both, depending on how the text sits. Size of text will depend on the headline, but generally, headlines should be large in size. Big, bold and confident will grab peoples attention. Bleeding the type off the page is a treatment that when used consistently will become an identifiable brand style. Headline typographic treatments should be used regularly, and are recommended whenever imagery is not available. This simple typographic treatment will help build a brand consistency and is a much better option than choosing a weak business stock image. Here are some examples of how short headlines can bleed off the page.

Invest Northern Ireland - Brand Guidelines 2013

Typography

Typesetting longer headlines When typesetting longer headlines and messages, bleeding thetype off the page is not recommended. Headlines can still be large in size, but should also allow for clearance areas on the left and right. Staggering lines of text is not recommended. Headlines should only be aligned to the left or right.

Invest Northern Ireland - Brand Guidelines 2013

Typography

Point size, leading and kerning Point size, kerning and leading guidance is very important and should be adhered to at all times. Point size The minimum recommended point size for all weights is 10pt although 8pt may be used if space is limited. Leading As a general rule for all weights of text, the leading should always be set 2 point sizes greater than the text point size. Kerning The kerning should always be -25 for all weights of Helvetica Neue. Ignoring these rules will result in poor typesetting. Here are some examples of text set using the above guidance.

Helvetica Neue 75 bold with point size 28, leading 30 and kerning -25 Helvetica Neue 75 bold without leading and kerning adjusted Helvetica Neue 65 medium with point size 24, leading 26 and kerning -25 Helvetica Neue 65 medium without leading and kerning adjusted Helvetica Neue 55 roman with point size 11, leading 13 and kerning -25 Helvetica Neue 55 roman without leading and kerning adjusted

Invest Northern Ireland - Brand Guidelines 2013

Typography

Type size hierarchy Size hierarchy is important when setting type. There are no exact rules, however, in general, the headline message should always be the largest. The bold sub-headers should be slightly smaller and the body copy should always be the smallest type on the page. Call to action should never be lager than a sub-heading.

Biggest

This is a heavy headline

Medium sized

This is a bold sub-heading

Smallest

Here is an example of size hierarchy.

Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu.

Medium sized

This is a bold call to action 0800 800 800 info@investni.com

Invest Northern Ireland - Brand Guidelines 2013

Typography

Negative space When typesetting, it is important to keep a good balance of negative space around the text. A good amount of negative space around headlines and body copy not only makes the design visually more appealing, but also makes the piece easier to read. Text can flow in the correct order and allows emphasis to be put on key parts of the communication. Do not fill white space with additional images or text that arenâ&#x20AC;&#x2122;t required. Filling a page full of images and text can be visually off-putting, making the document harder to read.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus.

Invest Northern Ireland - Brand Guidelines 2013

Making use of negative space Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem.

Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt.

Typography

One column grid

Two column grid

Basic grids for typesetting There are no strict templates or grids for setting text. In general, three oprions are available. One, two and three column grids can be used depending of size and format. For smaller documents, (3rd A4) a one column grid is recomended. For A5 and A4 sizes, two or three column grids can be used. Here are some rough guides for the three grids.

Invest Northern Ireland - Brand Guidelines 2013

Three column grid

Typography

Setting type on images

When setting type on imagery, there are a number of options and techniques to help with legibility.

Use a multiplied gradient to create better contrast

Where possible, choose images with plenty of negative space

1. Choose images with plenty of negative space that have clean uncluttered backgrounds. 2. For images with negative space but with busy backgrounds, a gradient or vignette can be overlaid onto the image to help mask the background and improve legibility. 3. A duotone treatment can be added to an image, helping to improve contrast. 4. If no negative space is available, an area of multiplied colour can be overlaid onto the image. 5. If all else fails, a solid block of colour can be used, giving an uninterrupted area for text to sit.

Duotone images can be used to help improve contrast An area of multiplied colour can be used on images with limited negative space

Invest Northern Ireland - Brand Guidelines 2013

An area of solid colour may also be used

Typography

Examples of headline application Here are a number of examples of headline text being applied onto imagery and solid background colour using the techniques mentioned on the previous page.

Go Global

Take Flight

“ These vouchers are little gems” Kevin Fitzpatrick, FM Environmental

“ With their help, we created a new software system for farmers.”

Invest Northern Ireland - Brand Guidelines 2013

Photography Invest Northern Ireland - Brand Guidelines 2013

Photography

62 54

Introduction Photography plays an important role in Invest NIâ&#x20AC;&#x2122;s brand communication. The new identity relies on photography of real people, businesses, products and services. Featuring them is key to showing how Invest NIâ&#x20AC;&#x2122;s support can have a positive effect on business. Photography should always be engaging, inspiring and eye-catching. The following section will provide guidance on how best to showcase businesses, people, products and services, along with advice on showcasing Northern Ireland to international markets.

Invest Northern Ireland - Brand Guidelines 2013

Photography

People and Businesses Photography can feature one or more people. Images can be cropped in various ways, ranging from tight head and shoulder shots to half length or full length body shots. Subject can be looking straight into camera our focused on another point off camera. Backgrounds can be out of focus and abstract or can show elements of the personâ&#x20AC;&#x2122;s business. A reportage / fly on the wall style of photography may also be used, capturing real glimpses of people at work. People can appear in offices or on location. Here are some examples of how photography might look.

Invest Northern Ireland - Brand Guidelines 2013

Photography

Other photography Business products or services can also be used when considering imagery. Photographs should be of a high standard and reflect the quality of the product or service. Images can be specific to a particular business, or can broadly represent a certain industry sector. Photography should be commissioned whenever possible. Avoid sourcing existing imagery from company websites as the quality and resolution can sometimes be poor. If stock imagery is required, ensure that the chosen image is a true reflection of a business, person or place in Northern Ireland.

Invest Northern Ireland - Brand Guidelines 2013

Photography

Go For It photography The photography for Go For It should focus on real people and real businesses. Images should always be engaging, inspiring and eye-catching. Photography should capture the entrepreneurial spirit and energy that is needed to start-up and run a business. The imagery should make people think “Well if they can do it, so can I.” Photography can feature one or more people. Images can be cropped in various ways, ranging from tight head and shoulder shots to half length or full length body shots. Subject can be looking straight into camera our focused on another point off camera. Backgrounds can be out of focus and abstract or can show elements of the person’s business. A reportage / fly on the wall style of photography may also be used, capturing real glimpses of people at work. People can appear in offices or on location.

Invest Northern Ireland - Brand Guidelines 2013

Photography

Locations

International markets When choosing images of Northern Ireland, there are a number of things to consider. Remember that your audience may not have been to Northern Ireland before, so choosing the right images will help tell a story of our great country. Photography should be engaging, inspiring and focus on promoting infrastructure, sectoral strengths, people, skills and lifestyle in Northern Ireland. Locations Cities, towns, landscapes and buildings across Northern Ireland should all be featured. Images should be dynamic and photographed in unusual and interesting ways. Here are some examples of locations and landmarks.

Invest Northern Ireland - Brand Guidelines 2013

Photography

Sectors

International markets Sectoral strengths Another element to consider when choosing photography for international markets is highlightling the sectoral strengths in Northern Ireland. Images can be specific to a particular type of business, or can broadly represent a certain industry sector. If stock imagery is required, ensure that the chosen image is a true reflection of a business, person or place in Northern ireland.

Invest Northern Ireland - Brand Guidelines 2013

Photography

Lifestyle

International markets Lifestyle images It is important to also capture the great work / life balance that Northern Ireland has to offer. Itâ&#x20AC;&#x2122;s not all about work. People like to get out of the office and experience what Northern Ireland has to offer. Images should be of relevant activities and should be captured in an interesting or alternative way.

Invest Northern Ireland - Brand Guidelines 2013

Photography

Black and white

Treatments When required, images can be used in black and white or in duotone. Colours for duotone imagery can be selected from the main Invest NI colour palette on page 23. Here are some examples of black and white and duotone treatments.

Duotone

Invest Northern Ireland - Brand Guidelines 2013

Imagery

Use of stock images

Technology

There is often a temptation to use an image in every piece of communication which can sometimes lead to sourcing images from stock libraries.

Skills

Finance

Exporting

If stock images are used, ensure that they are a true reflection of Northern ireland people and businesses. Overused metaphor and clichĂŠ stock images should not be used. If no image is available use a typographic or illustrative treatment.

Innovation

Growth

Here are some examples of stock imagery that should be avoided.

Invest Northern Ireland - Brand Guidelines 2013

Leadership

Collaboration

R&D

71 63

Vector illustrations Invest Northern Ireland - Brand Guidelines 2013

Vector illustrations

A guide to www.nispofunds.com

Take Flight Invest Northern Ireland - Brand Guidelines 2013

www.cofundni.com

winds of change Harnessing growth for the renewable wind energy industry in Northern Ireland

Tone of voice Invest Northern Ireland - Brand Guidelines 2013

Tone of voice

Writing style and tone When writing copy for Invest NI, it is important to use a consistent style that is informative, positive, plain-speaking and human. Keep the person you are talking to in mind at all times. Don’t presume they know what you are talking about. It may be obvious to you, but not to them. Do’s - Use everyday language. - Be business-like, positive and engaging. - Keep sentences short and to the point. - Talk to the reader on a one-to-one basis. - Cut the jargon, acronyms and corporate speak. - Ensure every word is necessary. - Keep it simple and conversational. - Be human i.e. ‘If you need help, contact us’ - Use headings and bullet points to break up text.

Informative Positive Plain-speaking Human

Don’ts - Bore the reader. - Waffle on and on. - Confuse people with science and jargon. - Overload with and facts and figures. - Be patronizing or pretentious.

Invest Northern Ireland - Brand Guidelines 2013

INFORM (Expertise)

Tone of voice

Low

Inspire and inform the sliding scale Invest NI should always INSPIRE and INFORM. Every time we speak, across all formats. But the balance will vary from one form of communication to the next â&#x20AC;&#x201C; depending on audience and aim.

High

Inspire (Inspirational)

Success stories / feel good / benefits / less complexity, more positivity. INSPIRE (Inspirational)

Low

High

A sliding scale guide had been created to set the balance of tone for every piece of communication. The INSPIRE and INFORM scales should always be used together when starting any project.

Inform (Expertise)

Insight / knowledge / facts / some complexity of terminology, where appropriate. INFORM (Expertise)

It is recommended that these scales are filled in by the project owner at the beginning of each brief. This image shows the sliding scales and the type of tone they cover. See the following pages for examples of the scales marked at different levels.

Low

High

INSPIRE (Inspirational)

Low

Invest Northern Ireland - Brand Guidelines 2013

High

Tone of voice

INFORM (Expertise)

Low

Examples of the sliding scale

Example for the annual report

Here are some examples of how the sliding scale diagrams are used.

Inspire (Inspirational)

For projects that require an inspirational tone, the inspire scale should be marked quite high, while the inform scale should be slightly lower. For projects that need to provide more information, the inspire scale should be marked low, while the inform scale should be marked high. The inspire and inform scales can both be marked high if requierd.

High

INSPIRE (Inspirational) Success stories / feel good / benefits / Less complexity. More positivity.

Low

High

Inform (Expertise) INFORM (Expertise) Insight / knowledge / facts / Some complexity of terminology, where appropriate.

INFORM (Expertise)

Low

High

Low

High

Example for an exhibition stand INSPIRE (Inspirational)

Inspire (Inspirational) INSPIRE (Inspirational) Success stories / feel good / benefits / Less complexity. More positivity. Low

High

Low

High

Inform (Expertise) INFORM (Expertise) Insight / knowledge / facts / Some complexity of terminology, where appropriate.

Low

INSPIRE (Inspirational) Invest Northern Ireland - Brand Guidelines 2013

High

Tone of voice

INFORM (Expertise)

Low

Examples of the sliding scale

High

Example for the corporate plan Inspire (Inspirational) INSPIRE (Inspirational) Success stories / feel good / benefits / Less complexity. More positivity.

Low

High

Inform (Expertise) INFORM (Expertise) Insight / knowledge / facts / Some complexity of terminology, where appropriate.

INFORM (Expertise)

Low

High

Low

High

Example for a case study INSPIRE (Inspirational)

Inspire (Inspirational) INSPIRE (Inspirational) Success stories / feel good / benefits / Less complexity. More positivity. Low

High

Low

High

Inform (Expertise) INFORM (Expertise) Insight / knowledge / facts / Some complexity of terminology, where appropriate.

Low

INSPIRE (Inspirational) Invest Northern Ireland - Brand Guidelines 2013

High

Tone of voice

Examples of body copy

Technology at Work Conference

Design for Business Conference

Body copy for Invest NI should have a consistent style that is informative, positive, plain-speaking and human.

The adoption and application of technology in its broadest sense - can help to reduce barriers to market entry, accelerate product development, streamline processes, find new customers, tie-in existing customers and increase competitive advantage. Technology at Work 2013 will showcase the importance of using technology, irrespective of your industry sector.

Ralph Ardill has worked with Coke, Ford, Guinness, Sky and many more. On 27 Nov he’ll explain why design means better business, not just pretty pictures.

Here are some examples of copy written for other Invest NI campaigns and projects.

Today, you will find out about the latest innovations and technology solutions developed by local companies that could help your business become more efficient, more competitive and more profitable. You will also get the opportunity to meet, listen and discuss with experts and peers how to use and apply technology within your own business.

Come along to this FREE event. With a keynote address from leading Brand Consultant Ralph Ardill, and three innovative workshops to choose from, you’ll gain an invaluable insight into the necessity and impact of great design – and how it can ransform your business.

Innovation Masterclass Invitation This is Alex Osterwalder. People all over the world pay to hear him talk about business innovation. Next week, you can hear him for free.

Innovation Vouchers Call for Applications

Business Edit Article

Take a small step and make a big change to your business today.

A local seafood company that began life selling fish to workers on the Titanic is now selling its salmon around the world.

How? With Invest Northern Ireland’s Innovation Vouchers Programme. Simple, straightforward and effective, Innovation Vouchers can help you to access expertise from universities, colleges and research bodies in Northern Ireland and the Republic of Ireland.

Invest Northern Ireland - Brand Guidelines 2013

Ewing’s Seafoods in Belfast is 100 years old and still going strong. In fact, support from Invest NI in recent years has helped it to build on its local success to become an international success. The small company, Belfast’s oldest fishmonger, turned to Invest NI for help in growing sales, particularly with high-end retail outlets in Britain, for a premium smoked salmon.

79 71

Examples for Northern Ireland audiences Invest Northern Ireland - Brand Guidelines 2013

Examples

Boosting Business Campaign

Advertising

Creative Composites Lisburn

Our advice? Think outside NI

We discovered new markets

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Bea nis erferum rero te doles apic to explaborro dolore, ne aut volupta non nis doluptatur?

Find out how Invest NI can help you boost your business:

Call 0800 181 4422 Text BOOST to 78886 Visit boostingbusinessni.com

Invest Northern Ireland - Brand Guidelines 2013

Examples

Propel Call for Applications

Advertising

Could your business idea go global? If youâ&#x20AC;&#x2122;re an entrepreneur with an innovative business idea, the Propel programme can offer high quality training, mentoring, networking opportunities and financial support.

Apply by Tuesday 22 January 2013

Call 0870 4954 841 Visit propelprogramme.co.uk

Propel Programme investni.com/propel

Invest Northern Ireland - Brand Guidelines 2013

Examples

A Guide to Our Support

Promotional collateral This is Sam. He has over 21 yearsâ&#x20AC;&#x2122; experience in the renewable energy sector â&#x20AC;&#x201C; from design to legislation and installation. Just think how his advice could help your business.

A guide to our support www.investni.com

Invest Northern Ireland - Brand Guidelines 2013

Paul Garrett, Business Mentor for Invest NI

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus.

Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in,

Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue.

Examples

Trade Mission Brochure

Promotional collateral

KARNATAKA

Doing business in India Trade Mission to India 2012 www.investni.com/exporting

Invest Northern Ireland - Brand Guidelines 2013

BANGALORE

Examples

Innovation Vouchers Brochure

Promotional collateral Interested? You can apply if: – You’re a small enterprise* – with fewer than 50 employees and either an annual turnover and/or an annual balance sheet not exceeding €10m. – You’re a medium-sized enterprise* - with fewer than 250 employees and either an annual turnover not exceeding €50m or balance sheet total not exceeding €43m. You should also not have received assistance through Invest NI’s R&D programme in the past 5 years. *Companies in the transport and agricultural sectors are excluded in line with State Aid guidelines.

Invest Northern Ireland Bedford Square Bedford Street Belfast BT2 7ES Northern Ireland T: +44 (0)28 9069 8000 F: +44 (0)28 9043 6536 www.investni.com

Call 028 9069 8158 / 028 9069 8402 Email innovationvouchers@investni.com Visit innovationvouchers.com

Take a small step and make a big change to your business today. How? With Invest Northern Ireland’s Innovation Vouchers Programme. Simple, straightforward and effective, Innovation Vouchers can help you to access expertise from universities, colleges and research bodies in Northern Ireland and the Republic of Ireland to: – Develop innovative solutions to your business issues. – Add new dimensions to products, services or processes.

Invest Northern Ireland - Brand Guidelines 2013

Thesevouchers vouchers ““These are little gems” are little gems ” KevinFitzpatrick, Fitzpatrick,FM FM Environmental Environmental Kevin

Innovation Vouchers innovationvouchers.com innovationvouchers.com

What can you use an Innovation Voucher for?

How to apply

Innovation is about doing things differently or doing different things to make your business better.

If you meet the criteria explained on the website, all you have to do is complete a form at innovationvouchers.com

An Innovation Voucher can help you take a creative approach to tackling specific business issues. Typical projects are:

The application will be assessed and, if successful, you’ll receive an Innovation Voucher to the value of £4000. Each Voucher has a unique number and date of issue and is valid for a maximum of 9 months.

– – – – –

Ideas for new or improved products, processes and services. Development of new business models. Product and service testing. Access to information and expertise on new materials. Tapping into research and scientific expertise.

Selecting a Knowledge Provider

What can’t you use an Innovation Voucher for?

You can choose to work with whichever of the 41 approved knowledge providers that is best suited to your needs. Check out the Directory of Skills and Expertise available on our website at innovationvouchers.com

In general a voucher will not be awarded if an existing solution is readily available. While the Innovation Voucher programme is very flexible, there are some activities that we can’t support:

Then you just have to agree a programme of work and associated terms of reference for your project. Once this has all been agreed by Invest NI, you’re good to go.

– – – – – – – – – – –

Note: The project has to be completed and the Voucher redeemed before the Voucher expiry date.

Achieving compliance with statutory regulations or legislation. Standard training courses. Software purchases and basic software development. Aid that would promote/subsidise the cost of exports. Internships for students of knowledge institutions. General marketing activities. Sales activities. Website development and online optimisation. Standard iPhone apps. Business plans and economic appraisals. Activities that might be supported by other Invest NI mainstream assistance.

What are Innovation Vouchers Worth? You can redeem your Innovation Voucher for services from a Knowledge Provider to the value of £4000, or €5000 if you use a Knowledge Provider in the Republic of Ireland. Once all the work is complete, the Provider will invoice your business. The Innovation Voucher covers the project cost of up to £4000. You must pay the VAT.

Examples

Propel Brochure

Promotional collateral “ Propel helped maximise the full potential of my business.” Nishi Ward, Waste Systems

Could your business idea go global?

“ With Propel I took my product to 25 countries.” Fergus Wallace, myGRIPzone.com

“ Propel has provided us with the support to bring our product to export markets.” Janette O’Hagan, Okotech

Bedford Square Bedford Street Belfast BT2 7ES Northern Ireland T: +44 (0)28 9069 8000 F: +44 (0)28 9043 6536 investni.com To apply or find out more:

Propel Programme investni.com/propel

Call 0870 4954 841 Email propel@investni.com Visit propelprogramme.co.uk

Propel Programme If you’re an entrepreneur with an innovative idea that has export potential, Propel could help you make it happen. To fast track your business idea to the next stage, this one year programme will provide you with high quality training, one to one mentoring workshops, networking opportunities and financial support. This will develop your capability to seek investment and grow your business. In the past three years over 30 local companies on the Propel programme have entered new markets, gained over £3 million of investment and are already employing 50 people. Now we are looking for more entrepreneurs to build on this success with three planned programmes to run between now and November 2015, with the first starting in February 2013.

Hot Desk Participants in the second phase will be provided with a hot desk facility and, where possible, share working space with the other entrepreneurs.

Programme Overview

Applicant Criteria

Timetable The programme is delivered in two phases. The first is a one month series of workshops to help the entrepreneur develop their business idea. This phase is delivered in evening and weekend workshops. The second phase of the programme runs over ten months and requires the full time commitment of the participant. Entrance to this stage is a competitive process.

• You must establish your business in Northern Ireland. • You must be the CEO/Founder of the business. • You must be fully committed to the Propel Programme during Phase 2. • You must not have participated in Invest NI’s previous Propel or Transform Programmes with the same business proposal. • You must be over 18 years of age.

High Quality Workshops A series of workshops with highly relevant content and interaction will take you on a step-by-step skills development plan, delivered by leading practitioners and experts. Along the way you will receive support to develop your business and revenue model, understand new business models and develop your own business plan.

Business/Idea Criteria

Financial Support The programme provides up to £20,000 financial support in Phase 2, where a full time commitment from the participant is required. Mentor Support Our mentor team, made up of experienced international entrepreneurs and executives, will challenge and support each participant to develop a sustainable and competitive business. A key role of the mentor is to provide independent, professional one-to-one business advice on a confidential basis to participants. Market Visits We will provide advice and guidance in planning overseas visits to seek new opportunities and customers.

Invest Northern Ireland - Brand Guidelines 2013

Networking The programme highlights the value of making connections with the right people, partners and companies to accelerate your business idea.

How do I apply?

Applications must be submitted online at www.propelprogramme.co.uk. Simply visit the site and complete the online application form. Applications for the first programme must be received no later than 22nd January 2013. No late submissions will be accepted.

• Your business idea must be innovative (preferably in a knowledge-based sector) and advanced in the planning cycle. • Your product must be at least at pre prototype stage, capable of commercialisation in the next 6-12 months. • You can demonstrate that your proposal has significant growth potential, with a target annualised growth of at least 20 per cent in a number of key performance areas by year three. • Your business should have significant market opportunity, particularly in international markets, with a target of at least 50 per cent of sales to be in external markets by year three. • Your business idea must be capable of creating jobs in Northern Ireland and within the next three years. • There must be a realistic expectation that the funding required to grow the business can be accessed.

Examples

Employersâ&#x20AC;&#x2122; Handbook

Promotional collateral

Employersâ&#x20AC;&#x2122; Handbook

www.investni.com

Invest Northern Ireland - Brand Guidelines 2013

Examples

Aerospace Brochure Covers

Promotional collateral

Take Take Flight Flight Aerospace Innovation 2012

Aerospace Innovation 2012

www.investni.com/aerospace

Invest Northern Ireland - Brand Guidelines 2013

Invest NIâ&#x20AC;&#x2122;s Equality Team T : 028 9069 8273 Textphone : 028 9069 8585 E-mail : equality@investni.com If you require this brochure in an alternative format (including Braille, disk, audio cassette or in minority languages to meet the needs of those whose first language is not English) then please contact:

Examples

Export Guide

Promotional collateral

Go Global

Overseas Events Programme

Take your business to international markets Overseas Events Programme January 2013 â&#x20AC;&#x201C; March 2014 www.investni.com/export

Export Guide www.investni.com/export

Invest Northern Ireland - Brand Guidelines 2013

Agri-Engineering www.investni.com/agri-engineering

Examples

Spirit Guide

Promotional collateral

JOBS

The little book of business

Our client executive, Shelly, really gets our business Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut.

Fireglas Direct Ireland Castledawson

EXPORTING

TECHNOLOGY

I made a million out of this old shed in one year. Nishi Ward Waste Systems Plumbridge Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo, rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium. Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim.

It opened up a whole world of possibilities Maxwell Concrete Castlederg

Invest Northern Ireland - Brand Guidelines 2013

Examples

Innovation Masterclass Emailer

Promotional collateral This is Alexander Osterwalder. People all over the world pay to hear him talk about business innovation. Next week, you can hear him for free.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor. Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

EVENT DETAILS

DATE

Cras dapibus. Vivamus elementum semper nisi. Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac, enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla ut metus varius laoreet. Quisque rutrum.

Invest Northern Ireland - Brand Guidelines 2013

VENUE

W5 Lecture Theatre Belfast BT2 7RP 27 June 2012

TIME

09.30 - 11.30

91 83

Examples for internal communication Invest Northern Ireland - Brand Guidelines 2013

Examples

Inside Invest Magazine

Internal communications

2012 Staff Conference at Titanic

INSIDE INVEST IN THIS ISSUE: INTRANET 2012 BOOSTING BUSINESS CSR ACTIVITIES LEARNING AND DEVELOPMENT SPORTS AND SO CIAL INSIDE INVEST

Invest Northern Ireland - Brand Guidelines 2013

Spring 2013

Examples

PowerPoint Templates

Internal communications Business Business Advice Advice Clinic Clinic www.investni.com www.investni.com

Welcome Welcome Lorem Lorem ipsum ipsum dolor dolor sitsit amet, amet, consectetuer consectetuer adipiscing adipiscing elit. elit. Aenean Aenean commodo commodo ligula ligula eget eget dolor. dolor. Aenean Aenean massa. massa.

Your Yourbusiness business advice adviceclinic clinic

Cum Cum sociis sociis natoque natoque penatibus penatibus etet magnis magnis disdis parturient parturient montes, montes, nascetur nascetur ridiculus ridiculus mus. mus. Donec Donec quam quam felis, felis, ultricies ultricies nec, nec, pellentesque pellentesque eu, eu, pretium pretium quis, quis, sem. sem. Lorem Lorem ipsum ipsum dolor dolor sitsit amet, amet, consectetuer consectetuer adipiscing adipiscing elit. elit. Aenean Aenean commodo commodo ligula ligula eget eget dolor. dolor. Aenean Aenean massa. massa.

Business Business Advice Advice Clinic Clinic www.investni.com www.investni.com

Your Yourbusiness business advice adviceclinic clinic

Business Business Advice Advice Clinic Clinic www.investni.com www.investni.com

Invest Northern Ireland - Brand Guidelines 2013

Examples

Letterhead

Continuation Sheet

Internal communications

Dear Invest Northern Ireland Annual Customer Satisfaction Survey Invest NI has commissioned Millward Brown, an independent market research organisation, to conduct an independent survey of our customers. We hope you will participate in this research, which takes the form of a short telephone interview lasting about 20 minutes. We would like to ask about your experience of programmes, services and the team from Invest NI that you work with. We are constantly seeking to enhance our service and feedback from you in this survey will help us better understand what is working well and which areas need to be improved. Please be assured that this is a confidential survey. All comments made during the course of the interview will be treated in the strictest confidence and no responses will be attributed to individuals. Millward Brown will call you shortly to carry out the interview or to schedule a more appropriate time. In the meantime, if you have any queries or would like more information, please contact Dawn McCartney (Millward Brown) on 028 9038 0262 / dawn.mccartney@millwardbrown.com or Anne-Marie Murphy (Invest NI) on 028 9069 8763 / anne-marie.murphy@investni.com. I very much hope that you will be able to give us your views. The ultimate purpose of the survey is to help us improve our service to you. Thank you, in anticipation, for your assistance. Yours sincerely,

Alastair Hamilton Chief Executive

Bedford Square Bedford Street Belfast BT2 7ES T. +44 (0) 28 9069 8000 F. +44 (0) 28 9043 6536 Textphone. +44 (0) 28 9068 8585 info@investni.com www.investni.com www.nibusinessinfo.co.uk

Invest Northern Ireland - Brand Guidelines 2013

Examples

Comp Slip

Internal communications

Bedford Square Bedford Street Belfast BT2 7ES T. +44 (0) 28 9069 8000 F. +44 (0) 28 9043 6536 Textphone. +44 (0) 28 9069 8585 info@investni.com www.investni.com www.nibusinessinfo.co.uk Direct T. Direct F.

Invest Northern Ireland - Brand Guidelines 2013

Examples

Press Release Template

Internal communications

Press Release Friday 01 March 2013

Blackthorn Foods Tastes Success in Europe and Mid East Handmade gourmet fudge and fondue specialist, Blackthorn Foods, from Belfast, has won first time business in the Netherlands with assistance from Invest Northern Ireland. The company, based in east Belfast, has begun supplying its complete range of award winning products to Rosenberg Import BV in Roosendaal, near Eindhoven, following its engagement in Invest NI's 'Going Dutch' initiative. The business in the Netherlands, Blackthorn’s first in Europe outside the United Kingdom and the Republic of Ireland, was announced by Jenny Lowry, who founded the company in 2004 with her sisters Dorothy Bittles and Cathy Johnson, and welcomed by Dr Vicky Kell, Invest NI Trade Director. Blackthorn Foods, which has gained a string of UK Great Taste Awards, has also recently secured its first sales from a leading wholesaler in Dubai. Mrs Lowry said: "The new business breakthrough in the Netherlands is the outcome of a marketing drive to grow business in key European markets and builds on our success in Great Britain, most recently with Partridges, the high-end food store in London's Kensington district, as well as in the Republic of Ireland. "We’ve been exploring opportunities for our products in Europe for some time and decided to focus on the Netherlands. It’s a market that’s easy accessed from Northern Ireland by air and one in which consumers appreciate premium quality confectionery that we produce. "Invest NI's Going Dutch support was invaluable in the help and guidance provided by their in-market advisors in Amsterdam. We were helped with essential market information, guidance on how to do business in the Netherlands and assistance in pinpointing Rosenberg as a partner. “Rosenberg is a good fit for us because of its successful track record and distribution network. We will be working closely with the Rosenberg team on promotional activities to help in developing sales throughout the country. The Netherlands, in addition, is an ideal platform for expansion into other neighbouring markets." Dr Kell said: "Blackthorn's success in the Netherlands is a further example of the role of our in-market consultants in assisting and supporting small and medium sized companies particularly in food, one of our most significant manufacturing sectors. Assisting SMEs in food to explore and grasp business opportunities, especially those developing in Europe, is an Invest NI strategic priority. In addition to initiatives such as Going Dutch, our recently launched Trade Calendar features 17 events for the sector including opportunities to take part in major international food exhibitions. Continues.....

Press Office Bedford Square Bedford Street Belfast BT2 7ES T. +44 (0) 28 9069 8036 F. +44 (0) 28 9043 6536 Textphone. +44 (0) 28 9068 8585 pressoffice@investni.com www.investni.com

Invest Northern Ireland - Brand Guidelines 2013

97 89

Examples for international audiences Invest Northern Ireland - Brand Guidelines 2013

Examples

Renewable Energy Brochure

Promotional collateral investni.com/invest

Renewable sector in Northern Ireland Why Northern Ireland? Within Northern Ireland’s well established heavy and precision engineering sector there is experience in areas of renewable energy including offshore wind, tidal and wave, as well as an abundance of skills that are readily transferrable to other renewable energy sectors including solar and biomass. Off Shore wind As well as exploiting its own enormous natural resources of wind and tidal energy, the release of licenses along the north-east and east coast of Northern Ireland will open up opportunities for both the offshore wind and marine sectors.

Northern Ireland’s combination of geographical location, physical resources, specialist expertise and skills as well as supply chain capabilities make it ideally placed to take advantage of opportunities in the global renewables sector. Investors are attracted by a loyal, disciplined, highly experienced workforce, and a manufacturing and engineering tradition dating back to the earliest days of the industrial revolution. Northern Ireland ingenuity has been responsible for inventions such as the pneumatic tyre, Ferguson tractor, portable defibrillator and vertical take-off jet.

Renewable Energy Northern Ireland, proven to work

Invest Northern Ireland - Brand Guidelines 2013

‘Can do’ attitude International firms who have set up operations in Northern Ireland frequently cite their experience of tangible improvements in operating efficiency and process excellence. They link these improvements and higher levels of customer satisfaction to the exceptional professionalism, problem solving capability and strong work ethic of their Northern Ireland workforces.

Academic Links Northern Ireland’s universities are involved in pioneering research in all areas of renewable energy. Traditionally, there has been strong collaboration between industry and academia, with both of Northern Ireland’s universities having tailored postgraduate and management courses to suit the needs of business. Working with industry, the network of colleges throughout Northern Ireland has also introduced energy specific apprenticeships.

The region also has easy access to the proposed wind farms on the west coast of Great Britain, the Irish Sea, English Channel and entire coast of Ireland. This provides opportunities for companies to manufacture and assemble turbines, foundation structures of all kinds, cables, substations and other heavy and light engineered structures and components. It also offers the ideal location in which to base operations and maintenance facilities.

the ideal location in which to base operations and maintenance facilities Offshore wave and tidal Queen’s University Belfast is recognised globally as a pioneer in the research and development of marine energy technologies with over 30 years’ experience in this field. One in four of the world’s full-scale marine energy prototypes have been developed, manufactured or tested in Northern Ireland. Marine Current Turbines Ltd’s Seagen, the world’s first commercially successful, grid connected turbine is currently being tested in Strangford Lough. Minnesto is also testing a device there.

Research & Development A number of highly respected research centres are very active in the power and energy systems. For example, Queen’s University Belfast and the University of Ulster have completed projects in many areas including: Turbine development, tidal power, wind farm capacity, flow dynamics, energy storage and energy from biomass. University research and development centres conducting research activities in the on and offshore sector include: The centre for Sustainable Technologies – fundamental and applied research in the areas of solar energy, biomass and bio energy, clean power systems, advanced glazing, heat pumps, energy storage and energy in buildings, advanced composite weaving, river hydraulics and hydropower. The QUESTOR Centre, Queen’s University Belfast – international expertise in energy from biomass, environmental monitoring, wastewater treatment and environmental modelling. Northern Ireland Advanced Composites and Engineering Centre (NIACE) – technology hub for the research and development of advanced engineering and advanced materials technologies across a range of industrial sectors.

Examples

Business Services Brochure

Promotional collateral Business Services

investni.com/invest

A compelling nearshore proposition for international ﬁrms seeking an optimum mix of high quality labour in a low risk, cost effective location.

Northern Ireland, proven to work

Proven to work Allen & Overy Allen & Overy, one of the world’s largest law firms, recently opened a Support and Legal Services Centre in Belfast. The office delivers a range of support functions such as IT, HR and financial management, as well as transaction support to its legal teams servicing Allen & Overy clients based outside Northern Ireland.

A thriving sector

Talented workforce

The Business Services sector in Northern Ireland employs around 13,000 people in a wide range of services centres, including shared services centres, technical support centres and contact centres. The region is an ideal nearshore location for international companies who wish to access a high quality workforce at a relatively low cost.

Northern Ireland attracts global Business Services firms primarily because of its pool of well-educated people with a professional attitude and strong work ethic. Northern Ireland’s people are highly loyal ensuring low labour turnover rates within the sector.

Investors such as Allen & Overy, Citi, Teleperformance, Herbert Smith and Firstsource use Northern Ireland as a base for servicing both internal and external customers. They carry out a variety of activities including legal services, finance and accounting, IT helpdesk, customer services support, telesales, HR, supply chain and logistics.

Invest Northern Ireland - Brand Guidelines 2013

Consistent focus on business, financial and technical disciplines is a key feature of the region’s universities and further education colleges.

“We believe Northern Ireland offers an excellent location from which to support our global operations. We are conﬁdent we can attract the calibre of staff needed to deliver the high quality services that are synonymous with the Allen & Overy name.” Wim Dejonghe, Global Managing Partner, Allen & Overy

Northern Ireland’s education system has long been recognised as one of the best in Europe. Nearly a fifth of public expenditure is spent on education. Two world-class universities and an extensive network of further education colleges provide excellent academic and vocational training. The opportunity for companies, government agencies and academia to collaborate in designing bespoke training programs ensures a continuous pipeline of skilled and relevant talent. Northern Ireland consistently out-performs all other UK regions at GCSE and A level. Both universities are responsive to business, creating over 2,000 graduates each year in business related subjects. Northern Ireland universities produce almost 10,000 graduates each year. Nearly a third of these are awarded degrees in a disciple related to a shared services facility – computer science, finance, accounting, economics, law, maths, business and management, and languages. Northern Ireland has a large pool of people with language skills, including university graduates and foreign nationals. Among the multilingual centres now operating in Northern Ireland are: gem, Teletech Northern Ireland’s operating costs arethroughout highly competitive and Caterpillar servicing customers and significantly lower Germany, than the rest ofand the UK and Scandinavia, France, Italy Spain. Europe. A wide variety of business facilities are available at highly competitive costs with prime office rents among the lowest in the world; as little as £12.50 per sq ft in the greater Belfast area and £7 in other areas.

Competitive costs

Examples

100

Food Brochure

Promotional collateral

A heritage of Quality and Innovative Food

buynifood.com

Foodservice organisations in Great Britain, the Republic of Ireland, other parts of Europe and further afield have been able to count on Northern Ireland for food and drink products that combine innovation, quality and provenance for many decades.

Food Northern Ireland Naturally

Food and Drink in Northern Ireland – An Overview • Total Sales: £3.4bn (2009) • Growth: 3.2% year-on-year 2000-2009 • Total Sales outside Northern Ireland: £2.4bn • 70% of products sold outside Northern Ireland (42.3% to Great Britain and 17.6% to Republic of Ireland) • Total Exports: £931m – up 122% from 2000 • 30% of total manufacturing sales • Employment: 19,464 – up 3.1% on 2000 • Economic Contribution: Largest single contributor to manufacturing sales (22%), external sales (19.5%) and exports (15.3%)

Invest Northern Ireland, the region’s main economic development agency, has a dedicated Food Division which delivers fully integrated and responsive services to over 250 local food and drink companies including advice on account management, design, product development, packaging, supply chain and productivity.

Four Food Sector Marketing Advisors use market knowledge and their network of contacts to assist local companies pinpoint and secure new orders by brokering face-to-face interviews between the companies and food retailers including multiple chains and organisations supplying restaurants, hotels, cafes and canteens.

Practical support schemes range from assistance to export through trade missions and exhibitions and ‘meet the buyer’ events with key buyers in both food retailing and food services. Business development programmes are also available to companies seeking to achieve essential quality accreditations demanded by major retailers.

They also co-ordinate Invest NI’s programme of ‘meet the buyer’ events. These events have brought key buyers from Great Britain, the Republic of Ireland, other parts of Europe, the US and India to Northern Ireland for one-to-one meetings with local food companies.

Among the most successful initiatives is the Food Sector Marketing Advisors scheme that is helping Northern Ireland companies increase business in GB and international markets.

Invest Northern Ireland - Brand Guidelines 2013

• Value Added: £608.2m – 8.6% of Northern Ireland’s total value added.

About Invest NI

www.buynifood.com – Invest NI’s dedicated food and drink website features over 250 Northern Ireland food and drink companies across a range of sectors including Baked Goods, Confectionery, Dairy, Dried Goods, Drink, Fish, Food Service Providers, Fresh Produce, Meat and Non Food.

As a result of Northern Ireland’s reputation for superb and value for money products delivered on time, every time, the region’s food and drink companies now supply most of the leading hotels and caterers in the UK and Ireland.

The success abroad demonstrates the industry’s increasingly global ambition and its overall competitiveness in the UK and beyond.

Examples

101

Do Business in Northern Ireland Brochure

Promotional collateral

Resources – Incentives – Expertise

investni.com/invest

www.investni.com

Do business in Northern Ireland Smart population Northern Ireland offers an outstanding location for inward investors with a subperb infrastraucture, a young, educated and talented population and competitive costs.

Northern Ireland’s well educated and skilled English-speaking workforce has a strong work ethic. The region has a highly rated education system with two universities and one of the largest further education colleges in the UK.

Sector/cluster strengths Knowledge-based sectors including software and financial services account for the majority of all foreign direct investment into Northern Ireland. There are also world-class companies in the aerospace, engineering and healthtechnology sectors.

Accessible to Europe Northern Ireland provides a competitive nearshore proposition to Europe. It operates in the same time zone, regulatory environment and has similar culture to Great Britain. There are three airports with over 100 flights to European business destinations each week plus a daily flight from Belfast to New York.

Competitive operating costs Operating costs are significantly lower than the rest of the UK and western Europe. Prime office rents are among the lowest in the world from as little as £12.50 per sq ft in the Greater Belfast area. In addition to these lower property costs, Northern Ireland’s competitive salaries and telecoms costs also contribute to the region’s highly competitive offering meaning operating costs are significantly lower thanother European cities including Dublin and London.

Invest Northern Ireland - Brand Guidelines 2013

Successful existing investors Northern Ireland has become increasingly successful in attracting foreign direct investment. Key investors include multi-nationals such as Seagate Technology, Fujitsu, Bombardier Aerospace, Microsoft, Citi, the Allstate Corporation, Caterpillar, Liberty Mutual, and Halifax. A testament to the success of these investments is the fact many of these companies have already reinvested in Northern Ireland or are gearing-up to invest more.

Ongoing support in a pro-business climate Northern Ireland has a strong pro-business climate with a regional government committed to developing a vibrant, dynamic and outward looking economy. Investors can take advantage of a highly attractive and competitive package of financial incentives, recruitment and training, research and Northern Ireland development as well as other support.

Examples

102

Allstate and Citi Group Case Studies

Case studies “ Everything considered, Northern Ireland has the best combination of talent, cultural alignment, work ethic, attitude, and cost-base to be found anywhere.” Bro McFerran, MD, Allstate Northern Ireland

The solution Allstate sought an effective off-shore but in-house solution that could deliver the high quality skills needed while meeting their operating cost objectives. Northern Ireland met all of the criteria: • Quality and supply of people: Allstate found a talented and well educated workforce in Northern Ireland. It also identified a high degree of cultural compatibility with the USA and a hard working, flexible and loyal workforce with low sector attrition and absenteeism.

• Overlap in business day: While the US is sleeping Allstate NI is preparing for the business day. Allstate leverages the six-hour time difference between NI and Illinois and the five-hour difference between NI and its outsource partner in Bangalore to create a follow-the-sun solution.

• Competitive cost structure: Allstate found that salary and property costs in Northern Ireland were significantly and consistently below other major centres in the USA and Europe.

• Rapid transitioning: Allstate NI has developed an established pool of resources working with Allstate personnel. These existing relationships and experience in project transition mean that projects can have a quick start up – typically six weeks or less. Most of Allstate NI’s staff qualify for the US visa waiver scheme, which means they can spend 90 days a year on site with no extra administration.

Employees are highly engaged and staff turnover is low, so knowledge capital is retained.

The company was first established in Northern Ireland (NI) in 1999 with 250 employees. It has since re-invested several times and today employs around 1800 people across three centres: Belfast, Londonderry, and Strabane. As Allstate’s largest outsource supplier, Allstate Northern Ireland is a major centre for software development and technical support serving US and Canadian operations.

Allstate NI offers services covering the full life cycle of design, development, maintenance and support. It can provide the full spectrum of ICT work from mainframe to architecture, compliance and security to leading edge development work. This is combined with services in investments, audit and actuarial, as well as a full range of anaged BPO services. A variety of software technology needs are met by Allstate NI including mainframe systems; database management; programming languages like .NET, Java, and SQL; and methodologies such as ITIL, CMMI and Six Sigma.

The challenge At the time much of the IT work at Allstate was based around legacy systems and the age profile of the workforce was predominantly in the 55 - 65 age range. This created two challenges; salary costs for more experienced staff were increasing, and there was the risk of skills loss through retirement.To bridge the talent challenge Allstate also used a significant number of high cost IT contractors.

• 100% Allstate focused: Allstate NI delivers the best of both worlds by being off-shore but wholly owned. It services no other clients and employees have line of sight to the customer. Employees are highly engaged and staff turnover is low, so knowledge capital is retained within Allstate. Allstate NI is an integrated part of the Allstate network with business continuity planning and five digit dialling from home office.

It has delivered cost efficiencies several times in excess of the original target and has saved Allstate over $1 billion since 1998. Current billing rates are lower than in 1998 due to the stability of the workforce, the operating cost base and the company focus on continuous improvement.

It has made effective use of Government training support to convert smart well motivated non-IT graduates into successful IT professionals; and to cross-train staff in technologies and functions to enhance flexibility and workforce engagement. As the region’s largest IT employer, Allstate can influence the skills agenda in the region through participation in employer committees and direct relationships with the two universities in Northern Ireland. Input from Allstate has shaped programmes such as the BSc Actuarial Studies and Risk Management launched by Queen’s University Belfast in 2008, and in turn graduates from this programme have seeded the QRA team.

• Proximity and accessibility: Ireland is the closest European destination to North America with direct flights from Chicago to Dublin, meaning that Allstate NI employees can be in Chicago within 12 hours. • Illuptia cum, qui conestotas dolorepre plam rest vendita tumquam renia doluptate recatio tem rest, occabor eprepel luptian dandus nempora tentiam doluptas etur sum fugitaq uibusam nonserro comnihillam quiantem quamus eium arci cusae illaut et ut viduciatur?

The company began to seek a long term sustainable solution which would help them achieve targeted cost savings, address talent issues and maintain high quality technology and business solutions service to their customer base.

Allstate NI has been a major success for the Allstate Corporation delivering an exceptional blend of customer satisfaction, innovative solutions, and operational excellence from a highly competitive cost base.

Allstate has built a multi-award winning company in Northern Ireland with a string of accolades for its commitment to being one of the best places to work in the region, synonymous with organisational flexibility, work-life balance, and a relaxed, hard working independent culture

Allstate NI also has specialist teams engaged in mobile app development and quantitative risk analytics (QRA). QRA activities include price sophistication, credit modelling, and fraud detection.

• Government support: Allstate taps into a range of ﬁnancial and non-financial support offered by the Northern Ireland Executive including wages and training costs, R&D, marketing, and support for organisational development including lean processes and innovation.

Allstate Northern Ireland The Allstate Corporation is the largest publicly owned property and casualty company in the USA. Founded in 1931 and eadquartered near Northbrook Illinois, The Allstate Corporation provides insurance products (auto, home, life and retirement) and services to nearly 16 million households in North America.

The Beneﬁts – What has ANI accomplished?

Key Facts Ireland is the closest European destination to North America with direct flights from Chicago to Dublin.

“ Ximi, vid exped ea qui dusdante labor sincient sit maio moluptatum cus reicae nus niende soluptia nihit optio quam cus reicae nus niende soluptia nihenimet optae. Beatet omnistis quia.”

Ovidisinctur aperum faccatur, odi berior alitatem eum ius duntur aut qui quistiossum dolorum a volectus, con rem in essimpos non rero ommostem et por repera voluptas des aliqui cus dolland iaereri quodi doluptias min nullestiis mi, odicturest, consequ undipsa nulland erovid magnisquas exped quo cusaperibus eliaspit illit ipiciur sequiaecto.

Allstate has built a multi award winning company in Northern Ireland with a string of accolades for its commitment to being one of the best places to work in the region.

Katie Brown, Allstate Northern Ireland

investni.com/invest

“ Northern Ireland has become a favoured location for Citi for a number of reasons including proximity to London, excellent transport links and telecommunications infrastructure.”

Finally Citi was conscious of the concentration risk implied by having its EMEA coverage legal and compliance functions centralised in one high profile location which could be vulnerable to threats caused by climate, terrorist action or other unforeseen events.

Citi’s experience of Northern Ireland had persuaded them of the calibre of talent available in the region.

Brian McAreavey, Director, Citi Belfast

LONDON

DUBLIN

TORONTO

DUBAI

BRUSSELS JEDDAH

DUSSELDORF ERBIL MUMBAI

BOSTON

CHICAGO

BANGALORE

NEW YORK

SHANGHAI

The beneﬁts

Key facts

Since it became operational the Belfast division has proved to be a great success for Citi, with internal metrics showing continually improving productivity and high levels of customer satisfaction. As they have grown in experience and capability, the Belfast team have been tasked with increasing levels of responsibility and exposure.

Citi is the leading global financial services company and has approximately 200 million customer accounts and does business in more than 140 countries.

Citi is able to recruit from the best of Northern Ireland’s law graduates, many of whom have fast tracked to become team leaders and managers. Staff churn in terms of regretted attrition has been low and in spite of the challenging industry conditions for financial services in 2008 and 2009, the Legal & Compliance division in Belfast continues to expand. Today the division employs around 70 legal and compliance professionals in a variety of activities including contract negotiation (for example ISDA Master Agreements and cash, securities and funds contracts), drafting and reviewing complex derivative contracts, legal control to prevent inappropriate flows of information a nd research, support for trading desks in London, New York, Tokyo and Hong Kong and monitoring and reporting positions to the FSA.

The solution

Citi Citi is the most global ﬁnancial services ﬁrm and conducts business in over 140 countries around the world, with instantly recognisable brands spanning the banking, capital markets and consumer markets. In 2005 Citi established its Belfast operation with the aim of tapping into a new talent pool and lowering the overall cost base. Since then, Citi Belfast has grown steadily and currently employs around 800 people in areas that support the company’s capital markets and trading businesses. These include trade settlement and reconciliation, trading systems development and support, technology infrastructure design and support, and most recently a range of legal and compliance functions supporting both front office and external clients.

The challenge Given the highly sensitive and complex nature of the work carried out by Citi’s legal teams, their activities have traditionally been concentrated in major global financial services centres like London where skills and domain experience are readily available. However, Citi recognised the difficulty of achieving improved efficiency in a location where salary and job title inflation drive operating costs continually upwards. Furthermore high industry demand for experienced legal services professionals in London leads to high levels of competition, making it difficult to maintain continuity.

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Invest Northern Ireland - Brand Guidelines 2013

The combination of high operating costs and concentration risk prompted Citi’s EMEA Legal and Compliance division to consider establishing a near shore centre to support the bank’s international trading operations. In 2007, after evaluating a variety of alternatives, Belfast became the location of choice as Citi announced it would establish a 39 person centre co-located at Citi’s existing Belfast site. Citi’s experience of Northern Ireland had persuaded them of the calibre of talent available in the region. Extensive research had also shown that Northern Ireland produces almost five times the number of law graduates annually than is required by the local market. This means there is a significant pool of skilled labour from which the company can recruit. Ovidisinctur aperum faccatur, odi berior alitatem eum ius duntur aut qui quistiossum dolorum a volectus, cmolo blatusciis inctatur, qui con porro et, consequat dem labo. Ut volupta ssimus doluptum rest eos id quis es el maximon rem in essimpos non rero ommostem et por repera voluptas des aliqui cus dolland iaereri quodi doluptias min nullestiis mi.

Finally, research showed that across the market, with a strategy of hiring at entry level and providing extensive training, the salary differential for legal professionals in Northern Ireland, compared to London, could be as much as 40%, representing an opportunity for significant reduction in operating costs. To address skills gaps identified in relation to knowledge of financial services Citi seconded experienced managers from its London centre to mentor and develop graduate talent into team leaders and legal professionals. Invest NI provided further support for bespoke training and development under its Business Improvement Training Programme (BITP). Ant ut officidist que eatemposam nia cust, quis eum ipsantemodi qui non culparcia acernatia de nosam, ipsantis minctis que nobitae veruptatur sandit, officii scilique dendam vellani ssimus solupti quo di dicil ipsa qui rerum aut omni de con eaquostrum aut optaqui re, aut esciunt officto corerna tureribus eruptae rferiorum ea volum quid quasinulpa nonsedis nemposandi aut officat intiore cupit eveliassin nihicab oratquia sam aliberu ndipiduciam, corecabora sitatemporem expe es sit in consequam.

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TOKYO

“ Northern Ireland has an enormous talent pool – an important driver in deciding to establish a legal and compliance department in Belfast where we offer opportunities and careers as opposed to simply offering jobs.”

Through Citicorp and Citi Holdings, Citi provides consumers, corporations, governments and institutions with a broad range of financial products and services, including consumer banking and credit, corporate and investment banking, securities brokerage, transaction services, and wealth management.

Citi is the leading global financial services company.

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Anna Moss, Managing Director and General Counsel, Citi Belfast

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TORONTO

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BOSTON

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Examples

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Northern Ireland Nomadic Stand

Exhibition and display stands investni.com/invest

Access to exceptional talent:

Cost effective:

a highly educated, world class workforce internationally recognized for its quality, professionalism, problem solving capability and strong work ethic.

among the most cost competitive locations in the western world – up to 50% below London, Paris and New York – with low wage inflation and high staff commitment.

Northern Ireland Proven to work

Global center for ﬁnancial technology:

A proven location:

excellence in capital markets engineering with industry leaders, research centers and government collaborating to deliver innovation and skills.

strong track record of repeat investment by financial institutions with expertize in financial technology, operations, asset servicing, analytics, legal services and compliance.

Apps World Nomadic Stand

SKILLS

PAYMENTS

SOCIAL

SOCIAL MEDIA SEARCH

buynifood.com

LEARNING

INFO

DATA

GAMING

Invest Northern Ireland - Brand Guidelines 2013

ENTERPRISE

GAMING

ENTERPRISE

MOBILE LEARNING

MOBILE

INFO ANALYTICS

Food Pop-up Stand

SKILLS

DATA

SOCIAL MEDIA

investni.com/invest

Food Northern Ireland Naturally

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Contact Information There will be a phased rollout of the new Invest NI Brand Guidelines. For more information on how to apply the guidance in this document please contact your Communications Group contact. Alternatively you can also contact:

Noyona Chundur

Head of Campaigns & Solutions 028 9069 8149 07825 058979 noyona.chundur@investni.com

Please note that Invest NI does not have the copyrights for the images shown in this guideline document. They are purely for representational purposes and should not be reproduced without paying for the appropriate image rights.

Invest Northern Ireland - Brand Guidelines 2013