THESE GUIDELINES ARE MADE WITH RESPECT TO THE BRAND OF MIDLAND BANK AND MUST BE ADHERED TO WITHOUT EXCEPTION.
Welcome back to people banking.
MIDLAND B ANK
BRAND IDENTITY GUIDELINES
CONTENTS
04 05 06 07 08
BRAND EXPERIENCE BRAND STRATEGY PRIMARY LOGO SECONDARY LOGO LOGOTYPE KERNING
19 TYPOGRAPHY USAGE 20 VIOLATIONS 21 VIOLATIONS CONT. 22 IMAGERY 23 IMAGERY CONT.
09 COLOUR PALETTE 10 COLOUR RATIO 11 PRIMARY COLOUR 12 COLOUR VARIATIONS 13 MONOCHROMATIC
24 LETTERHEAD 25 BANK STATEMENT 26 BUSINESS CARDS 27 CHEQUES 28 COMPLIMENT SLIPS
14 PLACEMENT 15 GRIDS 16 LOGO SYMBOL 17 LOGO GRID 18 TYPOGRAPHY
29 ENVELOPES 30 STATIONERY 31 BANK CARDS 32 ATM MACHINES 33 INTERIOR DESIGN
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UNIFORM AND BADGES
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BRAND IDENTITY GUIDELINES
BRAND EXPERIENCE
Brand experience is how a brand interacts with its customers and how they perceive that brand. This is through a set of values. Here at Midland we pride ourselves on offering our customers with real people banking, a bank they can trust. Below are the set of values that Midland operates by: Dependable (A bank where customers can feel assured that they are always secure in all of their monetar y affairs.) Integrity (A bank which operates ethically, fairly and honourably.) Heritage (A bank with rich histor y, a bank that is British and has been trusted since 1836.)
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Dependable Integrity Heritage
MIDLAND B ANK
BRAND IDENTITY GUIDELINES
BRAND STRATEGY
Brand strategy is a long term plan set in order to achieve a goal. Here at Midland we operate by ‘bringing back people banking’. A bank where customers can feel confident that they are speaking to real trusted professionals, something that has become lost with other banks. We want to create an environment that is unique, a culture that welcomes customers, somewhere they trust and somewhere they feel listened to.
Bringing back people banking.
Always remember, we are ‘The Listening Bank’.
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BRAND IDENTITY GUIDELINES
PRIMARY LOGO
X
This is the primar y logo variation for Midland Bank and should only be used as a lone visual. The logo needs to be surrounded by an area of clear space to ensure maximum visibility. Clear space is defined as the size gap between the bottom of the logotype and strapline. Please refer to the placement page for instructions on positioning. X
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BRAND IDENTITY GUIDELINES
SECONDARY LOGO
This is the secondar y logo variation for Midland Bank and should be used across a lot of print collateral and is not restricted to being a lone visual. Always ensure that the secondar y logo is placed with the instructed amount of clear space. Please refer to the placement page for instructions on positioning.
X
X
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BRAND IDENTITY GUIDELINES
LOGOTYPE KERNING
Kerning of the typeface has been adjustment to produce a more visually readable logotype. The spaces between each characters are not equal across the whole logotype: Y = stem against stem Z = stem against lobe
Y
Z
Y
Z
Y
Z
The logotype has been kerned in this way to achieve maximum visual appeal.
Y
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Z
MIDLAND B ANK
BRAND IDENTITY GUIDELINES
COLOUR PALETTE
Colour palette for Midland Bank
GEACH
# 101828
R 16 G 24 B 40
Geach is named after Charles Geach who founded the bank back in 1836. Electrum is a metal alloy that was originally used as the material for coins, similar in colour.
ELECTRUM
# 775E3D
Stour means ‘dust forming a cloud’ which is how the colour appears and is also shor t for Stourbridge where the first bank branch was opened (Old Bank). Union is a reference to the new brand strategy, bringing back people banking and is also shor t for ‘Union Street’ where the bank was founded in Central Birmingham.
STOUR
UNION
# CECDCB
# 48C2C5
R 119 G 94 B 61
R 206 G 205 B 203
R 72 G 194 B 197
C 88 M 78 Y 54 K 70
C 44 M 55 Y 79 K 29
C 19 M 15 Y 16 K 0
C 64 M 0 Y 26 K 0
75 50 20
75 50 20
75 50 20
75 50 20
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BRAND IDENTITY GUIDELINES
COLOUR RATIO
In order to ensure brand continuity the correct ratio of each colour needs to be applied. The following should be adhered to at all times: 60% Geach 30% Electrum 5% Stour 5% Union
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Ge a c h E le c t r u m S t ou r 5% 5% 30% 60%
Un ion
MIDLAND B ANK
BRAND IDENTITY GUIDELINES
PRIMARY COLOUR
This is the primar y colour profile for the Midland brand which extends across all platforms and media. In all cases where possible, this colour combination should be used.
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COLOUR VARIATIONS
Dependent on whether contrast is an issue, different colour combinations may be used. The colour variations only apply to both ‘Geach’ and ‘Electrum’ and should not extend to the other colours (Stour and Union). Impor tant to note that should an alternative colour variation need to be used it should be done so using the same colour ratio i.e substituting 60% of Geach with 60% of Electrum.
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BRAND IDENTITY GUIDELINES
MIDLAND B ANK
BRAND IDENTITY GUIDELINES
MONOCHROMATIC
In the case that colour is not available, the logo and logotype can be used in black and white. Under no circumstances can the logo or logotype be used in black and white against a colour image.
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BRAND IDENTITY GUIDELINES
PLACEMENT
P r im a r y lo g o p la c e m e n t
Placement determines the visual identity of a logo. It is impor tant to ensure the logo is not placed in areas that infringe graphical elements. Primar y logo will always be placed in the centre of a page. Secondar y logo will always be placed in the top left or bottom right hand corners of a page. Logo symbol can be placed in either the centre of the page or in the bottom right hand corner (one exception being business cards where it bleeds off the right hand edge).
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S e c o n d a r y lo g o p la c e m e n t
S econ dar y logo & logo symbol placemen t
MIDLAND B ANK
BRAND IDENTITY GUIDELINES
GRIDS
C o m p lim e n t s lip g r id
L etter an d statemen t gr id
Grids allow content to be organised correctly. For the production of stationer y always adhere to the 5 column grid rule. Please refer to the ‘Placement’ page for instructions on logo positioning. B u s in e s s c a r d g r id
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LOGO SYMBOL
The logo symbol is constructed from circular grids and represents the mythical creature of a griffin. A griffin was seen in the previous logo surrounded by a roundel of coins, here there is a more simplistic and bold griffin seen as a silhouette infront of a gold coin. Griffins are known for guarding treasure and priceless possessions making it a suitable visual for the brand. Strong, simplistic and a powerful logo symbol.r l o gos or on imagery).
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BRAND IDENTITY GUIDELINES
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BRAND IDENTITY GUIDELINES
LOGO GRID
Circular grids show how the logo was constructed, creating it in this manner means that the entire logo is geometrically sound. Aesthetically pleasing to the eye and a strong visual symbol.
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BRAND IDENTITY GUIDELINES
TYPOGRAPHY
Gill Sans Light The primar y typeface is quintessentially British and well known for its uses in London and British poster design in the early 1920’s. As Midland Bank merged with the Central Bank of London in 1891 Gill Sans is a reference to this time period in the banks histor y.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*() Gill Sans Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()
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BRAND IDENTITY GUIDELINES
TYPOGRAPHY USAGE
Gill Sans is the primar y typeface for the Midland Bank brand and must be used at all times. Under no circumstances should another typeface be used. Below is a simple breakdown of how the typeface should be used. Headers Body text
Gill Sans Regular Gill Sans Light
Gill Sans Regular (Headings) Gill Sans Light (Body copy) Header Lorem ipsum dolor sit amet, id his alii evertitur, no nec quaeque expetenda. Quas blandit sea et, an pro adhuc soleat hendrerit, sale inani noster vis cu. Soluta qualisque elaboraret qui ea, nam id errem sensibus dissentiunt.
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BRAND IDENTITY GUIDELINES
VIOLATIONS
These are a visual indication of the violations surrounding the logo. Under no circumstances should the logo be violated in any of the following ways.
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Do not change the colour of the logo.
Do not distor t or skew the l ogo.
Do not move any aspect of the logo.
Do not reflect the logo in any manner.
Do not rotate the logo.
Do not add effects to the logo.
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BRAND IDENTITY GUIDELINES
VIOLATIONS CONT.
Violations continued. Under no circumstances should the logo be violated in any of the following ways.
Do not place the logo on any patter n.
Do not change the placement of the logo.
Do not add a outline to the logo.
Do not change the spacing of the logotype .
Do not add a bevel or emboss to the logo.
Do not use two colour s for either pr imar y or secondar y logo.
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IMAGERY
Midland is one the oldest banks founded in Birmingham back in 1836. To promote our rich heritage there are series of images of old branches that have been used for range of collateral and interior design. This makes our heritage even more real, it is tangible and our customers can see it with their own eyes. Beside is an image of the former Midland Bank headquar ters located at 33 Bennetts Hill, Birmingham.
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BRAND IDENTITY GUIDELINES
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BRAND IDENTITY GUIDELINES
IMAGERY CONT.
The Old Bank in Stourbridge was the first branch that Midland opened back in 1851. It was the bir th of Midland into the UK retail banking market. The historic impor tance of this building is so great that it has been included as par t of our branding guidelines. The rebrand of Midland is of course a fresh star t but without forgetting the formative years. Celebrating Midland heritage only makes the brand stronger.
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BRAND IDENTITY GUIDELINES
LETTERHEAD
The corporate letterhead template should only use ‘Gill Sans Light’ except for the date which is ‘Gill Sans Regular’. All content is organised using a 5 column grid that must be adhered to at all times. Address Date Body Copy
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11pt 11pt 11pt
Gill Sans Light Gill Sans Regular Gill Sans Light
MIDLAND B ANK
BRAND IDENTITY GUIDELINES
BANK STATEMENT
Bank statements follow the same layout as the letterheads. The secondar y logo, address, dates and footer are kept exactly the same. All content is organised using a 5 column grid that must be adhered to at all times. Address Date Body Copy
11pt 11pt 11pt
Gill Sans Light Gill Sans Regular Gill Sans Light
(‘BALANCE BROUGHT FORWARD’ and ‘BALANCED CARRIED FORWARD’ to always be Gill Sans Regular 11pt.)
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BRAND IDENTITY GUIDELINES
BUSINESS CARDS
Fr o n t
This is the Midland business card template. Notice the consistent use of ‘Gill Sans’ as the typeface for all information. Always ensure that the name is printed in Geach ‘Gill Sans Regular’ and the job role in Electrum ‘Gill Sans Light’. ‘Name’ ‘Job Title’
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11pt 9pt
Gill Sans Regular Gill Sans Light
Back
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BRAND IDENTITY GUIDELINES
CHEQUES C ove r
Beside are the Midland Bank cheques that will be issued to our customers. Cheques are still a valid form of payment so making them accessible to our customers is a necessity. Clear information design for our cheques increases usability and minimises processing errors.
Cheque
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BRAND IDENTITY GUIDELINES
COMPLIMENT SLIPS Fr o n t
Compliment slips will be issued to all Midland personnel as a means of communications within the bank and with our customers. The front will display the local branch and a watermark of the griffin logo. Under no circumstances should compliment slips be used for personal information or anything that may infringe a customers security or Midland Bank. Compliment slips are merely for note taking.
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Back
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BRAND IDENTITY GUIDELINES
ENVELOPES Fr o n t
Envelopes are simplistic but bold in design. The front displays the secondar y Midland logo in the bottom right corner and the back seal flap will be coloured in ‘Geach’ with the logo central coloured in ‘Electrum’. Back
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STATIONERY
A full stationer y shot to be used for corporate purposes. Stationer y seen beside is made up of the following: Envelopes Billing statement Letter A4 slip folder Compliment slips Business cards Rubber sleeves Cheques and cheque book
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BRAND IDENTITY GUIDELINES
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BRAND IDENTITY GUIDELINES
BANK CARDS
1
2
3
4
5
6
Beside are the new Midland bank cards that will be issued to all customers. Designs 1 & 6 display the logo symbol grid, something slightly abstract in its appearance but has an appropriate use in this instance. Designs 2 & 4 all follow brand guideline colours and are also abstract in their appearance. The use of ‘Union’ is to establish Midland as a fresh banking brand for today’s market. Design 5 is an image of the Midland Bank building found on Bennett’s Hill in central Birmingham.
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ATM MACHINES
An example of the indoor ATM machines that will be seen in all Midland branches. Simplistic in design, bold in appearance.
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BRAND IDENTITY GUIDELINES
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BRAND IDENTITY GUIDELINES
INTERIOR DESIGN
An example of how the interior of the Midland branches will look. Feature walls will display past imager y of Midland, buildings, founders and ar tefacts to push the heritage value of the brand.
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UNIFORM & BADGES
All colleagues are required to wear formal wear at all times and wear a Midland name badge lanyard. Men are required to wear a formal suit and a ‘Geach’ tie. Women are required to wear a skir t suit with a Geach blouse.
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BRAND IDENTITY GUIDELINES
The Listening Bank
Richard Jones