Brand identity guide Version 1.0 March 2016
Contents: 1 Purpose. .........................................1
4 Colours............................................8 4.1 Primary
2 Brand messaging......................2 2.1 Mission
4.2 Secondary 4.3 Background
2.2 Core values 2.3 Promise
5 Typography...................................9
2.4 Personality
5.1 Primary
2.5 Tone
5.2 Alternative 5.3 In practice
3 Logo. .................................................3
5.4 Email signature
3.1 Guidance 3.2 Formats
6 Photography.............................. 12
3.3 In practice
7 Icons............................................... 13 8 Contact......................................... 14
1 Purpose The aim of this guide is to provide the Regent Utilities team, and its suppliers, with the basic components it needs to build a distinct and recognisable brand identity for the company.
Consistency is absolutely vital to building the Regent Utilities brand identity. It ensures, that whatever the type of marketing communication, the recipient will instantly identify the company.
A brand identity is not simply the company logo. Far from it. It’s the way we use the logo, the typefaces and colours we complement it with. It’s also how we conduct ourselves and communicate the company’s core values to customers.
So whether a Regent Utilities customer - or potential customer - is reading one of our web pages, an email, a letter or a sales brochure, s/he will always be exposed to the same professional, confidence-boosting look and feel.
“That’s Regent Utilities…”
1
2 Brand messaging 2.1 Mission
2.2 Core values
2.3 Promise
Regent Utilities provides businesses throughout England, Scotland and Wales with natural gas, and businesses in Scotland with water as well. It also provides the associated connection and metering services.
The key principles that shape the way Regent Utilities behaves and acts are:
Regent Utilities promises to make things easy for its business customers, to save them time, to give them peace of mind and let them focus on their business. We promise customers utilities that they can trust.
The company supplies all kinds of small, medium and large businesses, but not micro-businesses. Customer contracts are arranged by independent brokers and consultants who are retained by the customer.
Simplicity We provide a single point of contact for customers - for all their business’ utility needs. Account managers handle quotations, contracts, supply and billing queries, and arrange connections and metering. Our approach is all-in-one. Knowledge Our dedicated customer account managers offer customers in-depth knowledge and insight into all the different aspects of business utility provision mentioned above. We simply won’t use call centres. Flexibility Our approach to our business customers is as a result highly flexible, from initial credit checks to final contract terms and conditions, we can adapt our service to meet the specific need of the business customer. Certainty Because by default our utility contracts are fully fixed and protect business customers from any passthrough charges, we remove any risk of fluctuation in utility cost. There are no nasty surprises. Supply at an agreed price is assured.
2.4 Personality In terms of our personality, Regent Utilities is therefore: • Helpful • Responsive • Agile • Dependable
2.5 Tone With respect to our tone-of-voice, the way Regent Utilities sounds is: • Friendly • Assured • Professional
2
3 Logo 3.1 Guidance
3.2 Formats
The specific type of marketing communication, the amount of space available and the production process involved, will dictate which logo format to use.
The Regent Utilities’ logo can only be reproduced using the files listed on this and the following pages. It must not be modified or distorted in any way.
The Regent Utilities combination logo consists of three distinct elements:
3.2.1 Combination mark with strapline Logo variant
• Crown symbol This is representative of our product range: Electricity (three conductors), Gas (flame) and Water (pipe). Combined together they make the Regent’s crown.
•W ordmark Regent Utilities
•S trapline Gas | Water (today) Electricity | Gas | Water (future)
Format
Filename
Usage
Regent-strap-CMYK.eps Full colour Regent-strap-RGB.jpg Regent-strap-RGB.png
Litho printing e-media e.g. PPT e-media, where transparency required
2-colour
Regent-strap-2colour.eps
Signage, vehicle livery, giveaways
1-colour
Regent-strap-1colour.eps
If colour restriction
Black/ Regent-strap-black.eps mono Regent-strap-black.jpg Regent-strap-black.png
White/ reverse
Regent-strap-white.eps Regent-strap-white.png
If colour unavailable
If dark/photographic background
3
3 Logo 3.2.2 Combination mark without strapline Logo variant
Format
Filename
Usage
Regent-CMYK.eps Full colour Regent-RGB.jpg Regent-RGB.png
Litho printing e-media e.g. PPT e-media, where transparency required
2-colour
Regent-2colour.eps
Signage, vehicle livery, giveaways
1-colour
Regent-1colour.eps
If colour restriction
Black/ Regent-black.eps mono Regent-black.jpg Regent-black.png
White/ reverse
Regent-white.eps Regent-white.png
If colour unavailable
If dark/photographic background
4
3 Logo 3.2.3 Symbol Logo variant
Format
Filename
Usage
Regent-symbol-CMYK.eps Full colour Regent-symbol-RGB.jpg Regent-symbol-RGB.png
Litho printing e-media e.g. PPT e-media, where transparency required
2-colour
Regent-symbol-2colour.eps
Signage, vehicle livery, giveaways
1-colour
Regent-symbol-1colour.eps
If colour restriction
Black/ Regent-symbol-black.eps mono Regent-symbol-black.jpg Regent-symbol-black.png
If colour unavailable
White/ reverse
Regent-symbol-white.eps Regent-symbol-white.png
If dark/photographic background
Favicon 16px x 16px
Regent-symbol.ico
To support website URL
5
3 Logo 3.3 In practice
3.3.2 Minimum clear space
3.3.3 Minimum size
The Regent Utilities logo can only be reproduced using the files listed on the previous three pages. It must not be modified or distorted in any way, shape or form.
The Regent Utilities logo is always surrounded by a defined minimum area of clear space that is free from any distracting type or graphic elements. The Regent ‘R’ can be used as a guide.
To ensure good legibility, the Regent Utilities logo must not be smaller than the defined minimum sizes:
3.3.1 Colour When the logo is printed in colour only the two primary colours specified on page 8 can be used. Where it is not possible to use colour, then the entire logo can also be produced in solid white or solid black
30mm
45mm
6
3 Logo 3.3.4 Dark or busy backgrounds To ensure legibility on dark coloured or photographic backgrounds, the white version of the Regent Utilities logo can be used.
✗
✓
✗
✓ 7
4 Colours 4.1 Primary Name
4.3 Background PMS
RGB
HEX
Regent dark blue Blue 072C 100, 100, 0, 0
46, 49,146
#2E3192
Regent light blue
39, 170, 225
#27AAE1
100%
Blue 298C
CMYK
70, 15, 0, 0
100%
50%
10%
Page backgrounds and box-outs can either be white, or coloured using the permitted primary and secondary colours; preferably avoiding 100% Regent dark blue and 100% Regent light blue.
NB Only 100% primary colours are used for the Regent Utilities logo.
4.2 Secondary Only the following 3 complementary colours are permitted. Name
PMS
CMYK
RGB
HEX
Regent green
Green 368C
57, 0, 100, 0
122, 193,67
#7AC143
Regent orange Orange 021C
0, 53, 100, 0
247, 142, 30
#F78E1E
Regent maroon
50, 100, 50, 0
148, 44, 97
#942c61
Red 7435C
50%
10%
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5 Typography 5.1 Primary The preferred primary fonts for all professionally-produced printed marketing communications are DIN Light and DIN Bold:
Text element
Font
Colour
Size
Heading
DIN Light
Regent blue
Layout dependent
Subheading
DIN Bold
Regent light blue
Layout dependent
Body copy
DIN Light
Regent blue
10pt
Captions
DIN Bold
Regent blue
8.5pt
Small print
DIN Light
Regent blue
7pt
NB Leading, kerning and tracking should be adjusted to suit the needs of the page space and layout and to optimise legibility and readability.
9
5 Typography 5.2 Alternative When the DIN fonts are not available, or the marketing communication is digital (e.g. Microsoft Office, email, web content etc.) then the alternative fonts are Arial and Arial bold:
Text element
Font
Colour
Size
Arial
Regent blue
Layout dependent
Subheading
Arial Bold
Regent light blue
Layout dependent
Body copy
Arial
Regent blue
10pt
Captions
Arial Bold
Regent blue
8.5pt
Small print
Arial
Regent blue
7pt
Heading
10
5 Typography 5.3 In practice 5.3.1 Sentence case Sentence case must always be used for headings and subheadings: i.e. Regent Utilities is a provider of electricity, gas and water for business. Not Regent Utilities is a Provider of Electricity, Gas and Water for Business.
5.3.2 Alignment We much prefer left aligned text. Centred and justified text are to be avoided.
5.3.3 Italics Can only be used for quotes and small print. Avoided if possible.
5.3.4 Longer texts For much longer body copy e.g white papers, feature articles etc. where a serif font is preferred for readability, please use Times New Roman.
5.3.5 Email & postal communications
Email signature example:
The body copy of emails and letters must always be black.
5.4 Email signature
Deep Valecha Operations Director Regent Utilities Ltd Tel: 0845 241 2700 Email: DValecha@regentutilities.co.uk Web: www.regentutilities.co.uk
To ensure consistency across all computing platforms (desktop, laptop, mobile, tablet), email signature is text only as follows.
Text element
Font
Colour
Size
Firstname Secondname
Arial bold
black
12px
Job Title Arial black 12px Company Name Arial black 12px Tel: number Arial black 12px Email: address Arial blue/hyperlink 12px Web: address Arial blue/hyperlink 12px Logo (without strapline)
-
NB Email body copy must always be black and set to match with Job Title font.
-
200px
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6 Photography In sourcing photography for Regent Utilities’ marketing communications, please observe the following broad guidelines:
Photography examples
• Choose photographs that align with Regent Utilities’ brand personality of helpful, responsive, agile and dependable. • Select photographs that appear as natural and real as possible, and which are not obviously posed or staged in a studio. • Avoid photographs which are over-saturated in colours, particularly those which clash with the Regent Utilities colour palette. • Black and white photography is not to be used. • As far as practical, always choose photos that include people, for example actively working at the kinds of businesses Regent Utilities supports. • Avoid photographs with compositions which are too busy, or with backgrounds which are too cluttered. We want calm. • Always aim to achieve diversity and balance, in terms of business environments, ethnicity and age.
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7 Icons The Regent Utilities icon family is an intrinsic part of the Regent Utilities brand identity. Third party icons are not to be used. Others will be produced as required. The icons are each available as .eps, .jpg and .png files.
icon-address
icon-calculator
icon-email
icon-fax
icon-meter
icon-spanner
icon-telephone
icon-website
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8 Contact
Regent Utilities Ltd Regent House Kendal Avenue London W3 0XA Tel: 0845 2412700 Web: www.regentutilities.co.uk For clarification on any aspect of the Regent Utilities brand identity, contact Deep Valecha, Operations Director at Regent Utilities. Tel: 0845 241 2700, email: DValecha@regentutilities.co.uk. Alternatively, contact Rob Davies at Marcom Words. Tel: 01225 426 815, email: rob@marcomwords.com RUBI0316