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1 americas europe africa asia australasia 2011 BNI

2 Contents Principal Elements 3 Brand Values 4 Language Style 7 Tone of Voice 8 Core Values 10 Document Formats 11 Corporate Identity 12 Correct Logo Usage 13 Logo Clear Space 14 Color Palette 15 Supporting Colors 16 Supporting Elements 17 BNI Registered Taglines 19 Typefaces 20 Photography 21 Literature Guidance 24 Localization 27 2

3 Principal Elements Principal Elements The new BNI branding is made up of two separate key elements: the BNI logo and the world map. The principal elements consist of the logo, colors and typeface, which build up the BNI brand. Where possible, these are used in all applications linked to the brand, including web, signage and on-screen applications. Due to size constraints it is not always practical to use the world map with the BNI logo. These elements have been designed specifically for BNI and they must always appear in the proportions shown. Always use the official version of the logo and world map and do not attempt to recreate the elements in any way. 3

4 Brand Values Why is the BNI Branding so Important? Branding is one of the key differentiators for any business. The new branding developed in 2010 lifts BNI above any other competitor in the marketplace and reinforces the size, strength and quality of BNI. The following points explain this in greater detail. 1) Memorability Used consistently, the BNI brand will remain memorable from a visual perspective, which will result in easier brand recall. This increases the probability that people will say I visited a BNI breakfast meeting rather than simply I visited a business breakfast meeting. 2) Loyalty Brand identity creates loyalty. This is a fact! People want to be associated with success and brands that fit with their aspirations. In terms of business referral organizations, BNI is the market leader and people feel proud about being associated with the brand. Loyalty to the BNI brand will increase retention moving forward. 4

5 Brand Values 3) Reduced Long-term Marketing Spend Because Directors have a comprehensive set of materials that have been designed for them, they will experience a reduced design spend. Internationally there should be a significant decrease in spending on design over the coming years. Simultaneously, there will be a significant increase in the quality of materials that consistently reinforce the benefits of membership. 4) Familiarity Psychologists state that if non-consumers repeatedly see a brand they begin to like it and will even recommend it with no personal experience of the service. Imagine if, over the course of two years, an accountant receives five or six invites to a local BNI meeting. The accountant may not attend but brand equity is still being built and, providing that the brand and message have been reinforced consistently, the accountant may potentially still recommend people to BNI! It is a MAJOR benefit of brand consistency that ultimately builds trust. 5

6 Brand Values 5) Price Perception There is no doubt that the new branding raises the bar for BNI from a perception perspective. BNI, when compared to much of the competition, now benefits from branding that really reinforces the quality of the organization and its position on the local and international networking / business referral scene. This reduces the perceived risk of buying a membership and makes the purchase decision easier for the potential new member. 6) Protection Of The Brand Having a uniform brand image prevents the dilution of the message and the professional appearance that BNI is trying to foster. Uniform use will prevent other groups from trying to copy BNI while using an unauthorized version of the BNI organization, its trademarks, or materials. 6

7 Language Style Language Style The BNI brand is not just about the way we look it is about the way we communicate and speak. What you say and how you say it makes all the difference in creating a positive and consistent impression. Whatever you do for BNI, it will likely involve having to write - from an to a fact sheet, a newsletter or poster for an event. This section is intended to provide guidance in writing anything for BNI to ensure consistency across communications. 7

8 Tone of Voice Tone of Voice For the purposes of finding a marketing tone of voice, and to capitalize on BNI s brand personality, it is important to embrace a tone of voice that is lively, vibrant, positive and businesslike! The tone of voice should reflect the key personality traits of BNI most relevant to your audience and the purpose of communication. Traits to remember when creating a tone of voice are: aspirational, exciting, positive, driven, focused and dynamic. 8

9 Tone of Voice Also Remember... Be Confident You want people to think now there is an organization that knows its stuff. So make sure you know what you are talking about, be friendly but be professional. Say It Like It Is Be honest and upfront. Do not hide what you are saying in jargon and only choose words you would use in normal conversation. For example, do not expect non-members to understand what a chapter is and when speaking to your members never refer to a chapter as a club! Be Constructive Use active, not passive, words and phrases to say what you want to get across in the clearest and most concise way. 9

10 Core Values Core Values Projecting consistent messages is key to reputation building. BNI s key messages come from the core values that the organization was founded on. BNI s core values should appear across all communications wherever possible - press releases, print, intranet, internet, e-newsletters, office notice boards, etc. You do not need to include all the core values in every communication but every communication should include at least one. Eventually, they should be second nature to everyone at BNI and they should naturally be used when talking about the organization and the work it does on a daily basis. BNI is built on the concept of Givers Gain Members build business through meaningful relationships Training and education are at the core of the organization Tradition + innovation = success Members should always have a positive and supportive attitude The core values listed here are a large part of how and why BNI is able to generate billions in business for its members across the globe each year. 10

11 Document Formats Document Formats All of the artwork developed is available in two formats: 1) Zipped artwork files. Created in an Apple Mac Quark Xpress 8 / 7 format, collected for output including all associated images and font files. These are the files that should be provided to a printer. 2) A PDF of the artwork. This is provided so Directors can easily see an example of what the literature looks like. The PDF is high resolution and is suitable for print (digital or litho). Items that are not being printed (i.e., templates and Microsoft PowerPoint slides) are provided in the most suitable format such as JPEG files. Please note: Quark Xpress for Apple Macintosh is the industry standard DTP package. Some companies choose to use Adobe InDesign. If your agency or printer needs to use InDesign they should recreate the files from the formats supplied in order to be identical to the supplied materials. 11

12 Corporate Identity Using the BNI Corporate Identity The logo is BNI s primary identifier. It is essential the logo is used correctly in order for the organizational message to remain strong. It must never be redrawn or modified. Following these guidelines will enable proper use of the logo and avoid undermining the impact of the brand. To ensure legibility and to allow for ease of recognition, a minimum size is set for the use of each element. 12

13 Correct Logo Usage Brand Identity: Consistency Positive color logo Reversed BW logo Use reversed logo for 41% black or greater For consistency, the BNI corporate identity should only be applied in a limited number of colors and techniques. To maintain legibility, the color logo should only be placed on a white or off-white background. When placed over a photograph, the background should never appear overly textured, as this will also reduce legibility of the logo. Brand Identity: Correct Usage Reversed color logo Examples of incorrect usage: Positive BW logo Use positive logo for 40% black or less Whenever possible, the positive solid color logo should be used. When it is not possible to use the positive solid color logo, the single color reverse or positive variations should be used. Do not place the logo on colored backgrounds other than specified on the supporting colors page (16) without prior approval. The BNI logo may also be produced as a blind emboss/deboss, or as a white or clear foil stamp. However, approval should be sought from your National Office for correct finish. The BNI logo should never be disproportionally scaled or skewed from its original intended shape or have anything overlapping or touching the logo. 13

14 Logo Clear Space w x1 w y Clear Space and Exclusion Zone y z x2 Min size 0.75 (19mm) Width The BNI logo should always be used with an adequate amount of clear space around it to ensure clarity and maximum impact. The exclusion zone (indicated by the lines) is the minimum area around the BNI logo that must remain clear of typography or any other graphic device. The amount of clear space surrounding the logo should not be less than that shown here. Optimum Clear Space X1 = 100% dimensions of logo W = 20% dimensions of logo width Y = 20% dimensions of logo height Web Address Positioning Z = 40% under dimensions of logo height X2 = 100% width of logo without symbol Min size 0.75 (19mm) Width In circumstances where the web URL is too long, removal of the www and closer kerning is permitted. Font size must remain relative to this example. URLs that are too long should be replaced with country URL or BNI.COM. 14

15 Color Palette Corporate Colors (PMS - Pantone Matching System) Spot colors for two color printing ( Solid Uncoated) (100%) (90%) (80%) (70%) (60%) Spot colors for two color printing (Pantone Black Solid Uncoated) (50%) (40%) (30%) (20%) (10%) Pantone Blk (100%) Pantone Blk (90%) Pantone Blk (80%) Pantone Blk (70%) Pantone Blk (60%) Pantone Blk (50%) Pantone Blk (40%) Pantone Blk (30%) Pantone Blk (20%) Pantone Blk (10%) CMYK split colors for four color printing (CMYK) (CMYK 100) (CMYK 90) (CMYK 80) (CMYK 70) (CMYK 60) (CMYK 50) (CMYK 40) (CMYK 30) (CMYK 20) (CMYK 10) C=20 M= 86 Y=38 K=62 C=18 M= 77 Y=34 K=56 C=16 M= 69 Y=31 K=49 C=14 M= 60 Y=27 K=44 C=12 M= 52 Y=23 K=37 C=10 M= 43 Y=19 K=31 C=8 M= 35 Y=15 K=25 C=6 M= 26 Y=11 K=18 C=4 M= 17 Y=7 K=13 C=2 M= 9 Y=4 K=6 15

16 Supporting Colors BNI Corporate Identity Supporting Colors (For use on materials other than paper such as vinyl, canvas and metallics) Metallic / foil gold on white Metallic / foil silver on white Metallic / foil 506 on white Metallic / foil black on white Metallic / foil gold on PMS 506 Metallic / foil gold on white Metallic / foil silver on PMS 506 Metallic / foil gold on black 16

17 Supporting Elements BNI Corporate Identity Supporting Elements Guide for Use of Supporting Brand Elements - Continental Maps Printed PMS 506 or CMYK and Black(50%). Text printed PMS 506 or CMYK and Black(100%). americas europe africa asia australasia Changing the Way the World Does Business Global Continental Maps The position of the maps should always be used top left in any new documentation. americas europe africa asia australasia americas europe africa asia australasia americas europe africa asia australasia americas europe africa asia australasia BNI Branding Standards 17

18 Supporting Elements BNI Corporate Identity Supporting Elements Global Continental Maps Global Maps - Variations The position of the maps should always be used top left in any new documentation. americas europe africa asia australasia Changing the Way the World Does Business americas europe africa asia australasia americas europe africa asia australasia americas europe africa asia australasia americas europe africa asia australasia BNI Branding Standards 18

19 BNI Taglines BNI Registered Taglines: Changing the Way the World Does Business - for use where the tagline has been officially registered: Changing the Way the World Does Business - for use where the tagline has not been officially registered: Changing the Way the World Does Business TM Local Business - Global Network - for use where the tagline has been officially registered: Local Business - Global Network Local Business - Global Network - for use where the tagline has not been officially registered: Local Business - Global Network TM Please note: Contact your National Office to clarify the registration status for your country. 19

20 Typefaces Helvetica Neue Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Neue Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Neue Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Neue Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Corporate Fonts The main font used for BNI is the Helvetica Neue family. This font will be used within literature, and where possible within on-screen presentations. When Helvetica Neue is not available to the user, the font Arial should be used as a replacement font. General information in publications, advertisement and promotions should appear in Helvetica Neue and Helvetica Neue Light. Main headings and large text should be set in Helvetica Neue Bold. Italic versions of Helvetica Neue may be used for emphasis within documents. The preferred style of typesetting is ranged left, ragged right. For Microsoft Office applications and online usage, Arial font should always be used. Helvetica Neue Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 20

21 Photography Photography Consistent use of quality photography is an important element of the BNI brand. The BNI image bank contains a range of quality photos which compliment the look of the new brand and further enhance its visual appeal. Photography should be professionally taken and be of a good quality to print please consult your designated professional printing company if you require further information about obtaining the best quality print. If you wish to commission new photography, please contact BNI s brand guardian through your National Director. Please do not take your own photography without consulting the brand guardian first. Once the photography has been taken your National Director will firstly approve it and then pass it to BNI HQ to approve. Once approved the photography will be uploaded to and made available for all Directors in your region to use. If you do not wish to share your photography, you must advise your National Director who will then inform BNI HQ in writing via . Please note: Before any photography is used, releases must be obtained from the models, and rights to the photographs must be assigned to BNI. 21

22 Photography Many National Directors are replacing the existing stock images with real photography. While stock images provide an excellent starting point, they are not exclusive to BNI and there is the potential for other organizations to purchase the rights to use the same images. Additionally, it can be difficult for some countries to source suitable stock photography. Therefore, the library of BNI images that are approved and accessible for countries to use is a vital resource. Your National Director can provide you with access to the photography. Please note: You must not use the stock photography or library of images on any materials that are not approved by your National Office. In addition, you face the possibility of liability to the owner of the photography if you use the photography to create non-bni work. 22

23 Photography In order to build a bank of quality photography the following ideas may be implemented at a Regional or National level: 1) A region / country runs a photography competition. The best shots are selected for use or the winning photographer is commissioned to do photography for that region or country. 2) National Office chooses a suitable photographer through a standard supplier selection process to produce the photography. 3) National Office requests that regions select their best photography and submit it for approval. National Offices must require all photographers to sign a document giving the National office ownership of the photos and the license to use them. Each country must submit photography to BNI HQ for approval and agree to the fact that all approved photos will be added to the photography bank on 23

24 Literature Guidance Artwork Example (front): Business Card 06/12/ :09 Page 1 americas europe africa asia australasia Artwork Example (reverse): Your Name Your Title Your Region or Country mobile: College Commerce Way Upland CA Tel: (909) Fax: (909) Business Card 06/12/ :09 Page 2 QR Code Area (Remove if not required) Business Cards Litho Print Front (two color):, Pantone Black Reverse (single color): Card Standard Size Dimensions Americas = 3.5 x 2 Rest of World = 85mm x 55mm Typestyles, Layout and Editing Notes Follow all styles on this example card (left). Where the person s name and title, region or country are too long for one line, place title, region or country underneath. Equalize the white space between the logo and the strapline. All address elements should be divided by a bullet point of the same typesize as the text. Local Business - Global Network Bullet Point Dividers (General Rules) Bullets on white = Black(50%) Bullets on grey = White Bullets on red = White 24

25 Literature Guidance Artwork Example: Letterheads Letterhead 06/12/ :29 Page 1 americas europe africa asia australasia Litho Print (Two color),, Pantone Black Letterhead Standard Size Dimensions Americas = 8.5 x 11 Rest of World = 210mm x 297mm Typestyles, Layout and Editing Notes Follow all styles on this example (left). All address elements should be divided by a bullet point at the same typesize as the text. Bullet Point Dividers (General Rules) Bullets on white = Black(50%) Bullets on grey = White Bullets on red = White 2011 BNI 545 College Commerce Way Upland CA Tel: (909) Fax: (909)

26 Literature Guidance Artwork Example: Manual Covers Leadership Team Manual Cover 06/12/ :21 Page 1 americas europe africa asia australasia Litho Print (Four color), Cyan, Magenta, Yellow, Black Manual Covers Standard Size Dimensions Americas = 8.5 x 11 Rest of World = 210mm x 297mm Copyright notice must be included on all manual covers as follows: (insert year) BNI example 2012 BNI 2011 BNI L E A D E R S H I P T E A M M A N U A L Photography (General Rules) Photography supplied in the artwork files should be used unless you have comissioned your own. If you wish to commission new photography please contact BNI s brand guardian through your National Director. Please do not take your own photography without consulting the brand guardian first. Once the photography has been taken your National Director will firstly approve it, then pass it to BNI HQ to approve. 26

27 Localization Localization of Supplied Artwork All documentation provided on is in a format allowing for basic localization. The overall designs contain artwork which has been approved for production. When editing the supplied artwork documents found on for the purposes of basic localization, address personalization, local photography and translations are only permitted if they do not deviate from the guidelines set forth in this document (BNI Branding Standards) or augment the existing approved artwork in any way. If the proposed edits will alter the approved artwork even slightly or if they will not allow for exact compliance with all guidelines in this document, they will not be permitted. Should you have questions regarding localization of supplied artwork or any other guidelines discussed within this document, please consult Policy Memorandum # in the BNI Director Manual and/or contact your National Director. 27

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