Corporate identity manual

Burlesque CluB

Brand Identity Manual 2014

Contents 4

Introduction

5

The Brand Mark 6 7 8 9

10

Elements Exclusion Zone Variations Improper Use

Using the Identity 11 Colour Palette 12 Typefaces 13 Branded Stationery

3

Introduction Purpose

These identity guidelines for Betty’s Burlesque Club have been produced to inform and assist staff and external users how to correctly apply the brand identity of Betty’s Burlesque Club. It is essential that the identity and Brand Mark are used in a consistent manner both internally and externally. Therefore, the requirements set out in this manual must be adhered to at all times..

Objectives

The overall objective of these identity guidelines is to increase recocnition, awareness and confidence in the Betty’s Burlesque Club through the brand communication, and to increase the effectiveness and consistency of Betty’s Burlesque Club branding whatever the medium.

Principles

All of Betty’s Burlesque Club’s internal and extarnal communications will carry the Betty’s Burlesque Club corporate Brand Mark. Corporate standards and best practice for publications, signage, paper and customer care will be followed.

4

The Brand Mark

5

The Brand Mark Elements

For the purpose of these guidelines, the logo for Betty’s Burlesque Club will be reffered to as the BBC Brand Mark which consists of: • the “Woman’s Silhouette” icon • the ‘Betty’s’ logotype (Modified Bellerose Light 1.0) • the ‘Burlesque Club’ ribbon with logotype (FHA Nicholson French NCV Normal) The relationship between the icon, ribbon and the logotype of the BBC Brand Mark has been carefully designed for balance, clear reproduction and legibility. The colour, constuction, arrangement and spacing of the elements may not be redrawn or rearranged in any way and its proportions can not be altered.

“Woman’s Silhouette” icon Brand Mark

‘Betty’s’ logotype

‘Burlesque Club’ ribbon with logotype

Burlesque Club

6

The Brand Mark Exclusion Zone

To protect its integrity and to ensure that it is visually effective, the Brand Mark needs adequate breathing space on all sides. The minimum surrounding area around the Brand Mark to be left clear is determined by the height of the capital letter “B� of the logotype (A)

A

B

25mm

Burlesque Club Burlesque Club

Minimum Size

To ensure a strong brand presence on printed material a minimum recommended size has been set. The Brand Mark should never be scaled below the minimum size of 25mm wide and the proportions should be kept at all times to ensure that it is always legible (B).

7

The Brand Mark Variations

This is the standard Brand Mark for Betty’s Burlesque Club. It will be used in 90% of all communication material. The following are colour variations of this mark: • A | Official Colour Mark This colour version is the standard colour mark for North Tipperary County Council. It should be the version of choice for all marketing and communication material, when printing in full colour.

• B | Greyscale Colour Mark To be used when printing in Black & White colour only. This version of the Brand Mark must never be used when printing in full colour.

• C | One Colour Reversed (white) To be used only when there is legibility or visibility concerns over the use of the standard Brand Mark on a dark coloured background.

A

C

B

Burlesque Club

Burlesque Club

Burlesque Club

8

The Brand Mark Improper Use

It is important that the Betty’s Burlesque Club Brand Mark is used correctly and consistently in all applications. If it is not, then the impact and recognition of the brand will be compromised. It is also essential that the Brand Mark is only ever reproduced using the master artwork supplied and the instructions for use are adhered to at all times.The following are examples of what not to do with the Brand Mark.

• A | Do not alter the proportions and position of the Brand Mark in any way.

• B | Do not change or adjust the colours of the Brand Mark.

• C | Do not stretch the Brand Mark.

• D | Do not recreate the typeform of the Brand Mark.

• E | Do not reproduce the Brand Mark on backgrounds which compromise its legibility.

B

A

C

Burlesque Club

Burlesque Club

Burlesque Club

E

D

Burlesque CluB

Burlesque Club

9

Using the Identity

10

Using the Identity ensure consistency in the appearance of the visual identity of Betty’s Burlesque Club, a corporate colour Colour Palette To palette has been created. The palette consists of one primary colour and a range of complimentary colours,

which can be used in a variety of different combinations to suit the diverse range of printed materials that are produced on behalf of the Council.

The primary colour of the Betty’s Burlesque Club identity is strong and straight-forward. The consistent representation of this core colour helps reinforce the distinctiveness of the BBC brand. The BBC Brand Mark can only be reproduced in the primary colour, black, or white when placed on a dark background.

The seconadary colour palette extends the brand personality beyond the primary colours and allows flexibility in brand communications.

Primary

Secondary CMYK 24.99.75.16

CMYK 87.100.19.10 #482973 RGB 72.41.115

CMYK 37.87.19.01 CMYK 62.70.03.00 CMYK 78.24.34.01

11

Using the Identity Typefaces

External use Gill Sans is the standard family of fonts to be used for all externally produced printed communication material.

With its clean lines, it is a universally embraced font which has been chosen to reflect a modern and attractive venue.

Gill Sans Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Gill Sans Regular Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Gill Sans Light Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Gill Sans Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Gill Sans Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Gill Sans Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

12

Using the Identity Typefaces

Internal use To ensure a consistent look is maintained in all our communications, Helvetica is the standard typeface to be used for all internal correspondence within Betty’s Burlesque Club (letters, memos, fax etc.).

Helvetica Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Helvetica Regular Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Helvetica Light Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Helvetica Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Helvetica Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Helvetica Bold Oblique abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

13

Using the Identity Branded Stationery

Envelope and Compliments Slip To ensure consistency in all our communications, branded stationery templates have been designed for Betty’s Burlesque Club. The template covers the standard letterhead, compliment slips & business cards.

As a guide all correspondence should be typed in Arial 10pt on 12pt leading with a 20mm left margin.

Sample A4 letterhead

65mm Top Margin 35mm Recipient Address Box

20mm margin

The standard A4 letterhead is to be printed as two-colour special (Black and Official Purple).

The standard A4 letterhead is to be printed on Conqueror smooth – Wove in High White, 120gsm.

This letterhead must be used by every employee when corresponding internally, with clients and business partners.

Contact Information

14

Using the Identity Branded Stationery

Business Cards The Betty’s Burlesque Club business cards are 50 mm x 80 mm and are to be printed as two-colour special on Conqueror smooth – Wove in High White, 350gsm, matt laminated on both sides.

All business cards should be ordered through the Company Support Department.

Front

Back

#482973

15

Using the Identity Branded Stationery

Envelope and Compliments Slip The Compliments slip is to be printed as two-colour special (both sides) on Conqueror smooth – Wove in High White, 120gsm. Its dimensions are 210mm x 99mm.

Front

Back

16

Betty’s Burlesque Club Ltd. ©