The lorries
visual brand guide The purpose of this document is to make sure our look and feel is consistent across all internal and external collateral, teams and offices.
We want to be relaxed but professional in our tone of voice. As an agency our attitude is proactive and straightforward - infused with quirks and character - this is what we want the visual feel of the brand to reflect in our documentation and collaterals.
The lorries look and feel
This set of guidelines helps to set a standard but also inspire making information/presentations/ideas reflect the richness of the content.
Logo use
Use of the logo as brand language
The lorries look and feel
The original concept derived from two interlocking ‘L’ shapes which have been simplified right down to create a striking logo. The arrow heads suggest direction, connectivity and conversation. The central square shows precision, insight and vision. The cross section with the shape and colours reflects vibrancy and optimism. The two Ls forming the shape could also stand for the cross section of: • Creativity • Teams/people • Locations We encourage the logo to be used across collaterals in an apparent way.
Use of the logo as brand language
The lorries look and feel
More intentional use of the logo form - in document cover pages and backgrounds the cropped version of the logo can be used as pngs. The edges of the logo reflects the cross section of positive values and vibrancy. The pneumonic can be used at 50% saturation to avoid a visual overkill. The brand language should ideally be used on the bottom left of the page and should have and should be surrounded by a space of at least 20mm.
Use of the logo as brand language
The lorries look and feel
For external marketing, it can be used with less saturation and in a more obvious way that is less muted - the two Ls can be used seperately as visual language in posts.
Use of the logo as brand language
The lorries look and feel
The logo can also be used as a transparent watermark against a solid background for headers or divider/title pages.
Use of the logo as brand language
The lorries look and feel
Avoid using the logo in a less obvious form as a triangle on the side. This gives it a corporate look and might take away from the creativity and dynamic part of the brand.
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Use of the logo
The lorries look and feel
The logo can be used with or without the type - “Red Lorry Yellow Lorry” but must always have the pneumonic attached to it. It should be placed on the top right corner of the document. The template you are using should have the logo placed at the correct position and size.
Use of the logo Avoid using the logo on any other side of the document - left*/middle
* this is the current default placement, so we will transition into the new template over the next few months
Using the convoy with the lorry logo Use the two logos side by side rather than one below the other as it takes much too much space in the document. The lorries logo should come before the convoy logo unless instructed otherwise.
Type
Use of type/headings (for lorry collateral)
The lorries look and feel
Words are a really important part of what we do. Thus, it is important to highlight them in a dynamic way that reflects the true nature of the lorries. The type and headings are inspired by an actual lorry and how it is always on the move.
Welcome to
THE FLEET
For presentations and pitches the text on the top of the solid background should always be in uppercase to prevent any letters getting merged into the background. The letters can be attached to the solid coloured background but shouldn’t get cut off as it should it be completely legible.
Use of type/headings (for lorry collateral)
The lorries look and feel
Words are a really important part of what we do. Thus, it is important to highlight them in a dynamic way that reflects the true nature of the lorries.
For marketing the text templates are prepared by the designer according to the examples shown.
Use of type/headings (for general lorry use)
The lorries look and feel
Helvetica for the Microsoft Suite is the standard type to be used across documents. There should be a clear contrast between sizes for headings, subheadings and bodycopy to make sure it dosen’t read as a mass of text.
Hello!
Welcome to the Lorries
Headings are usually written in Helvetica Bold and the body copy is in Helvetica Regular. The standard font size for headings is 36 pt and the body copy text is 12 or 14 pt.
This is a paragraph of instructions. Let us know if you have any questions.
Use of type/headings (for general lorry use)
The lorries look and feel
Helvetica for the Microsoft Suite is the standard type to be used across documents. There should be a clear contrast between sizes for headings, subheadings and bodycopy to make sure it dosen’t read as a mass of text.
Bonjour!
Bienvenue
Ceci est un paragraphe d’instructions. Faites-nous savoir si vous avez des questions.
Headings are usually written in Helvetica Bold and the body copy is in Helvetica Regular. The standard font size for headings is 36 pt and the body copy text is 12 or 14 pt.
Use of type/headings (for general lorry use)
The lorries look and feel
Headers for internal/operational documents should be written in 36pt against a grey background in Helvetica Bold. Footers should be written in 8pt Helvetica Regular with the words as shown in the caption
Use of type/headings (for general lorry use)
The lorries look and feel
For presentations the headers are written in Helvetica Regular in 14 point size with the triangle placed at the start.
Use of type/headings in list format
The lorries look and feel
(for general lorry use) For lists, the square bulletpoint is the standard/default. If there are more than 6 points divide into two columns and if longer divide into two slides.
Use of type/headings in list format
The lorries look and feel
(for general lorry use) For lists, use the square bulletpoint as the default one. If there are more than 6 points divide into two columns and if longer divide into two slides.
Use of type/headings (for general lorry use)
The lorries look and feel
Tables should have adequate spacing (1.5pt) and be centred from the top and bottom
Use of type/headings (for lorry marketing)
The lorries look and feel
For lorry social media and marketing materials the different fonts can be used in combination to make the posts more dynamic. The font for the headings would be Usual Bold, subtitles, headers and footers in Korolov Compressed and body copy (if any) could be in Helvetica Regular or Usual Regular.
THEME FOR THE POST
We are the Lorries. Describing what the post is about.
Colours
Use of colour
The lorries look and feel
The vibrant colour palette of the brand can be used to bring out our values and character In order to relay a fresh look and feel, darker grey backgrounds should be avoided and colours can be used in grids to convey the playfulness, but also multi faceted nature of the brand.
Light grey and white for Background colours
Primary colour for headings and body copy
Use of colour
The lorries look and feel
Colour blocking is a way to bring some dynamism into documents, especially in ‘About Us’ and title slides. They should be complemented by enough white/grey space so the colours are not too empowering. Use only if pre saved in the layout.
Use of colour - title slides
The lorries look and feel
The proportion of colour in title slides have one of the primary colours (purple/red) in a larger proportion against a white/light grey background.
Iconography & Images
Iconography
The lorries look and feel
The use of icons is recommended across collaterals to simplify information for presentations and client communication. The icons should be ideally be stroke with a white png background. They should be simple to understand and friendly.
✓
✓
x
✓
x
Lorries France
✓ Lorries US
✓
The only exception to this rule is when used for showing locations/countries that the lorries have offices. These should have ‘lorries - name of country for e.g. lorries US written below it (as shown in example)
Images
The lorries look and feel
For blogs and images try using images with people rather than generic object based images. People in action - conversing, presenting, listening. The images should be zoomed in rather than zoomed out and darker images are to be avoided. Use Unsplash if you can’t find anything suitable in the image bank.
Images
The lorries look and feel
For blogs and images try using images with people rather than generic object based images. People in action - conversing, presenting, listening. The images should be zoomed in rather than zoomed out and darker images are to be avoided. Use Unsplash if you can’t find anything suitable in the image bank.
Images Avoid abstract images of landscapes and nature.
The lorries look and feel
Application
Recruitment ads
The lorries look and feel
www.rlyl.com
Find out more
Recruitment ads
The lorries look and feel
www.rlyl.com
Find out more
Recruitment ads
The lorries look and feel
www.rlyl.com
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Marketing posts
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The lorries look and feel
www.rlyl.com
Marketing posts
The lorries look and feel
Blog images
The lorries look and feel
THE LORRIES APPOINT
NEW HEAD OF MEDIA AND ENTERTAINMENT TO DRIVE SECTOR GROWTH
LinkedIn cover photos
Before
After
Cover pages
The lorries look and feel
Email signature
Before
After
Helvetica bold, 12 Helvetica light, 10 Helvetica light, 10
Cover pages
The lorries look and feel
Hi there!
Welcome to
THE FLEET
Presentation templates
The lorries look and feel
Presentation templates
The lorries look and feel
Presentation templates
The lorries look and feel
Presentation templates
The lorries look and feel
Presentation templates
The lorries look and feel
Presentation templates
The lorries look and feel
Documents
The lorries look and feel
Documents
The lorries look and feel
Documents
The lorries look and feel
Documents
The lorries look and feel
THANK YOU