BRAND MANUAL
Identity Guidelines
Welcome. This identity guideline is a tool designed to project the image, values and aspirations behind the brand. Inside our identity guide you’ll find the images we use, the colours we choose, our logos, words and best practices. Each has a specific role to play, but the real magic happens when they’re all used together. The following pages will help you understand our brand, what it stands for and how to express it in the best possible way.
Contents 01 Introduction................................ 02 Logo............................................. 03 Variations..................................... 04 Colour System.............................. 05 Typography................................. 06 merchandising............................ 07 Stationary..................................... 08 Grid Systems............................... 09 Check List................................... 10 Contact Us...................................
01 Introduction
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Agile – Who we are? Agile Centre LLP is based in London with clients throughout Europe. We have in-depth experience helping organizations transition to agile and have taken a leading role in some of the largest and most successful agile adoptions across Europe. Every client is unique but there is a common factor – our mission is to help you to develop your own agile capability.
Our PHILOSOPHY! We understand that people are all at different stages of their agile journey and this requires different approaches.We are passionate about unlocking the potential of your people. Our trainers and coaches use a combination of education, consulting and coaching depending on the circumstances.
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02 Logo Our logo is very precious to us. We took our time developing our brand so please be nice to it.
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PRESENTATION Our logo was developed to be modern and future-proof, updating our public persona and realizing the design with new techniques. It is a distinctive mark and brand that seeks to present Our Company as a forward-thinking, professional organization.
The Prime Version of our Logo.
Our corporate icon
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Logo Implementation Area around the logo shows how close to the edge of printed medium logo can be placed. Empty area around the logo cannot be distributed by any elements in any case. For the primary logo the margin of clear space is measured by the logo icon. No element, other than our tagline, may encroach on this space.
= Minimun clear space
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Minimum Size To make sure our logo is always visible we’ve determined a minimum display size for the digital and print applications.
Minimum print size is 32 mm wide Minimum digital size is 124 pixels wide
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Logo Usage We don’t want to come across all doom and gloom, but there is a right way and a wrong way to present our logo
01 If you have to...
If it’s unavoidable to sit the logo on a colour or a photo, use the negative logo.
02 Not right
Do not rotate the logo.
Don't Stretch the logo
Don't use drop shadow.
03 Colour clash
Do not place the logo on the wrong colours.
04 Not good
Do not use the negative logo on backgrounds that are too light or cluttered.
Don't rotate the logo
05 No thanks
Use on background which makes best contrast with the logo.
Do not add embellishments like drop-shadows,embossing etc. to the logo.
Don't change the position of the logo.
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Don't add any other colour to the logo.
03 Variations
We want to look good all the time, so take time to consider how to apply our logo.
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The colour usage is fairly minimal. The logo will be used in black or white against neutral backgrounds, use the white version for black backgrounds and the black version for white backgrounds and the coloured version for white and Grey background.
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04 Colour System
Our colours define our brand. We’re bold, bright and confident. Simple and to the point.
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Brand Colours Colour is an integral part of brand identity. Consistent use of the colour palette not only reinforces the cohesiveness of the brand, but also serves as psychological purpose by communicating certain feelings to your audience. A comprehensive colour palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications.
HEX #00517D CMKY - 100, 30, 0, 50 RGB - 0, 81, 125
HEX #00A79D CMKY - 80, 10, 45, 0 RGB - 0, 167, 157
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80% - 20%
HEX #006838
HEX #CE6AA3
CMKY - 90, 30, 95, 30 RGB - 40, 104, 56
CMKY - 16, 71, 4, 0 RGB - 206, 106, 163
HEX #3A679F
HEX #231F20
CMKY - 84, 61, 13, 1 RGB - 58, 103, 159
CMKY - 0, 0, 0, 100 RGB - 35, 31, 32
HEX #931F63
HEX #594A42
CMKY - 35, 100, 35, 10 RGB - 158, 31, 99
CMKY - 55, 60, 65, 40 RGB - 89, 74, 66
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05 Typography Typography is the backbone of design, getting it right is paramount.
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The only typeface we use is Myriad Pro-to make our brand looks better.
Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Capitalization should never be used for body text, but is acceptable for headings.
FONT USAGE Our corporate typeface is Myriad Pro. This full font family come in a range of weights to suit a multitude of purposes. This is optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letter forms BRAND GUIDELINES
Myriad Pro
We Use 4 Weights. Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
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Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Light Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Headlines should be Bold, sentence case, ranged left with leading (pt) equal to font size (pt). Tracking is -40. BRAND GUIDELINES
Body copy should be regular, sentence case, ranged left with leading (pt) equal to font size (pt) × 1.3 Use Bold to intersperse sub-headlines, highlights & links.
Yo, I’m an example paragraph. My body copy is 12pt, so my leading is 12pt × 1.3 = 16pt. I’m gonna put something really important here. Quick tip - if you ever land on a decimal point, then round me up to the nearest whole number.
Don’t worry, we hate counting too.
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06 Stationary That’s just for starters... here is a few more things you should know.
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BUSINESS CARD Business stationery is very important because it not only identifies the business, but it is also an effective marketing tool. Custom stationary demonstrates professionalism and can often attract new clients.
DIMENSIONS: 85 mm x 55 mm
PA P E R : 350 g/m glossy white paper
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LETTERHEAD Clean and simple, we designed our stationary to align with our visual system. The letterhead features the logo in the left of the top of letter.
DIMENSIONS: DIN A4 Agile Centre LLP | Level 3, 207 Regent Street, London, W1B 3HH, UK | agilecentre.com Registered in England and Wales. Company Number: OC411838
PA P E R : 100 g/m offset white
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ENVELOPE The envelope will be used for all official contact and communication of our company. These are the approved layouts. Other formats are also allowed.
DIMENSIONS: DIN lang C5
www.agilecentre.com
PA P E R : 80g/m² offset white paper
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07 Merchandising Say hello to everyone in the family. If you can’t find it here, we don’t want you to use it.
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BILLBOARD BRAND GUIDELINES
Coffee Mug
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08 Grid Systems Using a grid system is one way to achieve a level of consistency that would be otherwise extremely difficult to master.
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Screen/App USE ON DIFFERENT DEVISES
Grid systems are used for creating page layouts through a series of rows and columns that house your content. Here are some examples. Please follow the rules, to have a consistent visual appearance.
MORE EXAMPLES FOR SCREEN GRID 16:9
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Screen/App
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Columns U S E O N D I N A 4 A N D L E T T E R F O R M AT The grid is used as a guide for how to place text, photos and advertisements on the page. The font size that you use should be proportionate to the grid. The 12 column grid is always the basic. For special prints, a 6 column grid is also allowed.
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For images The good thing about grid systems is that they allow us to design in proportions, balancing between all of the different elements that we might have in our design. Using a grid system in our design also allows for that sense of uniformity and familiarity - whilst it may work for some sites to have vastly different page designs, for many it will not be the case and we will want to have a uniform and more structured feel to the main layout. This also makes it a lot easier when we come to code the design up, as it will mean that we can pick out the uniform elements in our design and apply this modular effect to our code and structure.
G E N E R A L I N F O R M AT I O N O F T H E C O N T E N T A N D L AY O U T O F E A C H PA G E
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09 Imagery Imagery is a powerful, engaging element that add real value when used appropriately and consistently alongside content. Please follow these guidelines on the best ways to select and present our imagery.
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Photography Photographs add depth to an article and are very useful in conveying meaning. They are also attractive to the eye and are easy to scan, breaking up the page in an interesting way. What makes a good photo? Here are some pointers: Before using photography, you should consider the message: What do you want to communicate? What message should the photo contain to meet the users' needs? What makes a good photo? Here are some pointers: • Only use the photo if it genuinely adds to the value of the article. • Use photographs that capture a moment in time and aren’t staged or fake. • Use photographs that show diversity (young, old, different ethnic backgrounds). • Use photographs that are relevant to the article or content it’s related to. • Use photographs that are helpful and convey something that is difficult to put into words. • Use images on location. • Use .jpg for pictures and .png for graphics or diagrams. • Use images that are taken by AGILECENTRE wherever possible (make sure you get sign-off for use in the public domain). If that’s not possible, use paid for stock art sites to avoid copyright infringement.
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Examples of photography
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Also please don't . Show any kind of potentially offensive or sexual images. . Use copyrighted material from other sites without permission or watermarked images. . Show images taken in other countries unless the article is based there - keep it UK based. . Show open packaging or pharmaceutical drugs that could have been tampered with. . Show brand names unless they are in context with the article. . Import a very large photo and then use code to shrink it down to your desired size - this impacts page load times and is expensive for the user to download. Only use the correct image size to begin with. . Use poor quality imagery that's pixelated. . Show anything that can bring NICE into disrepute.
Illustrations and infographics Infographics and illustrations are a great way to share information or tell an interesting story. Infographics and illustrations are mostly used on social media and in news stories. They should: . Be appropriate to the device where the graphic will be displayed. . Be simple and easy to understand. . Be accurate - artwork should reflect the data accurately. . Provide sources of data - references add credibility. . Use colour with care - AGILECENTRE brand guidelines should be followed carefully. Meaning should not be expressed through colour. . Ensure contrast between text and background colours. . Be useful, shareable and relevant. BRAND GUIDELINES
10 Check List Best to have a checklist. Then you know that you have done everything right.
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01 The Logo
Only use logos that are complete and in an appropriate version, created from original digital artwork. Please check that you have respected the minimum size and exclusion zone requirements.
02 Backgrounds
The logo should not appear on light or cluttered images without being reversed out.
03 Graphics
Check that any supporting graphics or graphic elements do not marginalize, obscure or overpower Our Company logo.
04 Typography
Check that our corporate typefaces have been used appropriately where applicable.
05 Design
Be sure to provide these guidelines to third parties or collaborating partners.
A final thought.
If in doubt, take a look back through this document, all the answers are there. We don’t ask for much, just a little love and respect for our branding which is why we think we’ve created a flexible system that won’t stifle your creativity. Give it your best shot...
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Any questions? Feel free to contact us!!! www.agilecentre.com team@agilecentre.com
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COPYRIGHT © 2018-AGILE CENTRE LLP • ALL RIGHTS RESERVED