UK S NUMBER 1 SPORTS NUTRITION BRAND MYPROTEIN. Brand Guidelines 1.0. March 2013
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1 UK S NUMBER 1 SPORTS NUTRITION BRAND MYPROTEIN Brand Guidelines 1.0 March 2013
2 Content 1.0 Strategic overview 1.1 Customer Profile 1.2 Brand Promise 1.3 Brand Personality 1.4 Brand Tone of Voice 2.0 Logo 2.1 Logo 2.2 Logo Colour 2.3 Logo Clear Space 2.4 Logo Size & Placement 2.5 Strap Line 2.6 Strap lline Usage 2.7 Logo Misuses 3.0 Typography 3.1 Typefaces 3.2 Typographic usage 3.3 Typographic Styles 4.0 Colour 4.1 Brand Colour 4.2 Colour System/Category 4.3 Colour Misuses 5.0 Imagery 5.1 Types of Imagery 5.2 Product Imagery 5.3 Lifestyle Imagery 6.0 Graphic Elements 6.1 Sophisticated info graphics 6.2 Simple info Graphics 6.3 Technical Graphics 6.4 Navigation Graphics 6.5 Graphics in use Myprotein Brand Guidelines Version 1.0 2
3 1.0 STRATEGIC OVERVIEW Myprotein Brand Guidelines Version 1.0 3
4 1.1 Customer Profile MEN & WOMEN AGED core audience: Male with a key age of with a high knowledge in sports nutrition Female with a substantial knowledge in sports nutrition Main focus is exercising for general fitness and to look good Secondary focus is team/individual sport Secondary audience is: Male with a key age of looking to learn about nutrition. Female for general health & fitness and to look good. Specific Targets - Body building, MMA, Endurance Athletes... - In-depth knowledge in sports nutrition. Elite/Professional Sportsmen & Women - Football, Rugby, Athletics, Cycling... - Tailored requirements. 85% 95% Male 24% Body building 40% Sport Participation Age GENDER Activity LIFESTYLE 15% 35+ *Customer survey conducted September % Female 76% General Health & Fitness 60% Non Sport Participation Myprotein Brand Guidelines Version 1.0 4
5 1.3 Brand Personality Informed Myprotein is smart, straight talking, researched and connected to its customers Informed is: Knowledgeable Intelligent Up to date with latest information & products Concise Informed is not: Condescending Patronizing Giving false promises Conclusion Products are designed with leading edge research. Products that deliver relevant information. Confident Myprotein is a brand leader. It knows what it does is right and what it delivers is high quality as all our claims have firm foundation in fact. Confident is: Forward thinking Determined Competitive Confident is not: Boastful Aggressive Arrogant Intimidating Conclusion Products that are secure & reliable as well as competitive. Approachable Myprotein is a brand you can depend on, can talk with and too. Approachable is: Focused on the customer Engaging Positive, encouraging and helpful Breeding loyalty Approachable is not: Without substance Over the top Silly Immature Conclusion Products that are easy to use and understand. Myprotein Brand Guidelines Version 1.0 5
6 1.4 Brand Tone & Voice Relevant Myprotein provides concise and significant information Relevant is Focusing on customer needs Using clear, concise language Being direct & honest Consistent Relevant is not Using Jargon or overly scientific language Information overload Positive Myprotein provides an empowering can do attitude Positive is Keeping messages, language and imagery uncluttered and simple Showing realistic and involved imagery (in the zone of training or competing) Being optimistic & upbeat High quality, professional product that s affordable to all Positive is not Making aggressive statements Visual clutter Cheap Criticizing competition Inspirational Myprotein encourages and supports personal & professional ambition Inspirational is Talking about the possibilities Presenting real world testimonials Expressing the advantages Inspirational is not Using flowery statements Making overly general assessments Promising unreal benefits Myprotein Brand Guidelines Version 1.0 6
7 2.0 LOGO Myprotein Brand Guidelines Version 1.0 7
8 2.1 Logo The Myprotein logo is a unique strong design which clearly identifies a Myprotein product, service or communication. All logo usage should be submitted for approval at Registered Trade Mark This should always appear with the logo WORD STYLE Myprotein Brand Guidelines Version 1.0 8
9 2.2 Logo Colour The Myprotein logo can be produced in Blue, White or Grey. Use the colour which has the maximum amount of contrast between the logo and the background. NB the only exception is when the logo is used in direction correlation with categories on packaging only. Preferred Logo Options Alternative Logo Option BLUE WORD STYLE Pantone 300c C:99 M:51 Y:0 K:0 R:0 G:114 B:198 #0072C6 WHITE WORD STYLE C:0 M:0 Y:0 K:0 R:255 G:255 B:255 # ffffff GREY WORD STYLE Pantone 432c C:65 M:43 Y:26 K:78 R:68 G:79 B:81 #444F51 BLACK Alternative Logo Option BLACK VERSION To be used for black and white work or when Spot colours are not available ONLY GREY WORD STYLE C:0 M:0 Y:0 K:90 Myprotein Brand Guidelines Version 1.0 9
10 2.3 Logo Clear Space The clear space surrounding the logo is vital to presenting the logo properly. Clear space isolates the Myprotein logo from competing graphic elements such as other logos, copy, photography or complicated backgrounds. x x x x X = Width of the N N Reversed X = Width of the N N Rotated 90 o Counter Clockwise Myprotein Brand Guidelines Version
11 2.4 Logo Size & Placement The Myprotein logo retains its visual strength in a wide range of sizes, the placement of the logo gives it a prominent and visible position that does not compete with other content Minimum size - Word style Preferred Placements Other Placements are also accepted 1" Minimum size - Word style & Strap line x 2" x Myprotein Brand Guidelines Version
12 2.5 Strapline The Strap line embodies our brand promise, it can be used with or without the logo. But use it sparingly. It doesn t add anything to functional communication or when it becomes illegible. NB In case of single colour work the Strapline should take on the colour of the word style Grey strap line Pantone 430c C:33 M:18 Y:13 K:40 R:145 G:150 B:147 # Grey strap line Pantone 428c C:10 M:4 Y:4 K:14 R:209 G:206 B:198 #D1CEC6 Grey strap line Pantone 430c C:33 M:18 Y:13 K:40 R:145 G:150 B:147 # BLUE WORD STYLE Pantone 300c C:99 M:51 Y:0 K:0 R:0 G:114 B:198 #0072C6 WHITE WORD STYLE C:0 M:0 Y:0 K:0 R:255 G:255 B:255 # ffffff GREY WORD STYLE Pantone 432c C:65 M:43 Y:26 K:78 R:68 G:79 B:81 #444F51 Myprotein Brand Guidelines Version
13 2.6 Strapline Usage The Table should help determine where the Strapline should be used in communications. All logo usage should be submitted for approval at TOUCH POINT STRAPLINE TOUCH POINT STRAPLINE Above the line Web/App TV & Cinema (Visual & Spoken) Myprotein Website Radio (Spoken) Banner Ads on 3rd Party Website Optional OOH Social Networking (blogs, forums) 96/48/16/12/4/Sheet Intranet Panels (Escalator, bus side etc) Apps & Software Wraps (Bus, Taxis, Other Vehicles) Widgets Digital OOH Apps Press Magazines & Newspapers Other Leaflets (Inserts Newspaper & Magazines) Packaging Pouches Below the line Other Brochures (Visual & Spoken) Delivery Notes Direct Mail Invoice Leaflets (External) Internal Comms Leaflets (In packaging) PPT, Word Documents, Letterheads, comp-slips Merchandise/Marketing Aids (clothing etc) Retail/POS Exhibition Panels Digital Direct Mail OPTIONAL Myprotein Brand Guidelines Version
Contents. Digital use..18 Presentations..20 Stakeholder Hub..22 Trademarks & Copyright..24 A summary..26
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