Part 1: Brand Identity Guidelines

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1 Part 1: Brand Identity Guidelines Section 1 : Core brand identity elements 1.1 Brand Personality 1.2 Brandmark 1.3 Logotype 1.4 W Icon 1.5 Brandmark Relationship 1.6 Brandmark Relationship (Formats) 1.7 Logotype Clearspace 1.8 W Icon Cropping 1.9 Scales (Minimum Size) 1.10 Colour 1.11 Gradient Blue 1.12 Logotype Artwork Filing 1.13 W Icon Artwork Filing 1.14 W Icon - Mono & Flat Colour Versions 1.15 Typography 1.16 Unacceptable Brandmarks

2 1.1 Brand Personality Our brand identity consists of a set of personality traits that underpin how we engage and operate on a day to day basis. Our brand personality is lively, passionate, colourful, family, real and honest. By embracing these guidelines we can create a truly unique brand full of life. The guidelines are divided into two parts. Part 1: Brand identity. This details the brandmark which consist s of a logotype and W icon. Part 2: Brand identity applications. This show s the brand identity in its key applications. Brand personality: lively passionate colourful family real honest

3 1.2 Brandmark There s a few simple rules for applying the new BIG W brandmark. Please take the time to read and understand how each of the elements work together in relation to create our brandmark. There are examples of applications to use as a guide. Always use the artwork files supplied. The BIG W brandmark consists of a logotype and W icon to create a truly fresh and flexible brand identity. W icon logotype

4 1.3 Logotype The BIG W logotype is unique, it has been designed especially for our new brand identity. For this reason it is important to use the artwork supplied. Never try to redraw or distort the artwork in any way. Use the Spot colour/cmyk as the primary version. The 1 colour version is for 1 colour applications only e.g shopping bags. CMYK Gradient Blue Mono Colour Pantone Process Blue

5 1.4 W Icon Our 3D W icon is unique, it has been created especially for our new brand identity. There is no fixed relationship between the logotype and the icon, but there must always be a visual connection between the elements. This allows the W icon to be playful, dynamic and flexible. Visible relationship. Use a minimum 1/3 contrast between the size of the logotype and W icon. 1/3 X

6 1.5 Brandmark Relationship There is no fixed relationship between the logotype and the icon, but there must always be a visual connection between the elements. This allows the W icon to be playful, dynamic and flexible. Visible relationship. Use a minimum 1/3 contrast between the size of the logotype and W icon. Logotype W icon

7 1.6 Brandmark Relationship (formats) There is no fixed relationship between the logotype and the icon, but there must always be a visual connection between the elements. This allows the W icon to be playful, dynamic and flexible. Visible relationship. Use a minimum 1/3 contrast between the size of the logotype and W icon. Use the visual brandmark relationships shown above in various formats as a guide when applying our brand identity.

8 1.7 Logotype Clear-space The clear space around the Big W logotype plays a key role in ensuring that the brand identity is always clearly represented. Minimum clear space. No other elements may appear within this space. 1/2 X 1/2 X = X 1/2 X 1/2 X BIG W logotype can be reversed out of a gradient blue backgound and mono colour specified in 1.11 colour section of these guidelines. Always use artwork files supplied.

9 1.8 W icon Cropping Our W icon is playful, dynamic and flexible; for this reason we have allowed dynamic scaling. Cropping the W icon creates flexibility and playfulness. Visible relationship. Use a minimum 1/3 contrast between the size of the logotype and W icon. Until the brandmark has been established in the marketplace, the logotype must always be used in conjunction with the icon. Using a side cropping Using a side and top cropping

10 1.9 Scales Whilst there is no fixed relationship between the logotype and the icon there is a minimum size in which the gradient version of the brandmark can be used. This allows the W icon to be read easily and will maintain the integrity of the mark. For 3D W icons less than 24mm use the solid outline variations. (minimum size) 24mm CMYK gradient CMYK gradient CMYK solid Outline Mono solid Outline

11 1.10 Colour Colour is a really important part of our identity. There is one main brand colour and 4 key support colours. All these colours play an important role in creating a vibrant and flexible look and feel for our brand. Blue is the primary brand colour, the other colours support this colour. White is integral to our brand. Spot Colour Gradient Blue Pantone Process Blue C 100 M 15 Y 0 K 0 R 0 G 138 B 201 Pantone 375 Pantone 137 Pantone 158 Pantone Rubine Red C 45 M 0 Y 100 K 0 C 0 M 35 Y 90 K 0 C 0 M 60 Y 100 K 0 C 5 M 100 Y 25 K 0 R 153 G 202 B 60 R 252 G 176 B 52 R 245 G 130 B 32 R 226 G 17 B % Black 50% Black 75% Black 100% Black

12 1.11 Gradient Blue The vibrancy of our new BIG W blue colour has been created using a gradient. The gradient has been designed to allow for ultimate clarity on all materials when applied. It is essential that the gradient is used accurately and consistently. Only the colours specified should be used. Our gradient blue is lively & dynamic with a sense of openess and freedom like the sky. Blue References In addition to our core colours, we recommend including this range of blue colours. Using the colour references (listed above) in combination with our full colour palette will provide the brand with a fresh, lively and dynamic personality.

13 1.12 Logotype Artwork filing The BIG W logotype and W icon have been designed to work together to form the overall brandmark. It must never be recreated or distorted in any way. Always use the master artwork files to ensure accuracy and consistency. BIGW_ SPOT_ GRADIENT BIGW_ MONO_ GRADIENT BIGW_ SOLID_ SPOT BIGW_ CMYK_ GRADIENT BIGW_ MONO_ SOLID BIGW_ BOXED_ SPOT_ GRADIENT BIGW_ BOXED_ SOLID_ SPOT BIGW_ BOXED_ SOLID_ MONO

14 1.13 W icon Artwork filing The BIG W logotype and W icon have been designed to work together to form the overall brandmark. It must never be recreated or distorted in any way. Always use the master artwork file to ensure accuracy and consistency. BIGW_W_ CMYK_ GRADIENT BIGW_W_ MONO_ GRADIENT BIGW_W_ SOLID_ SPOT BIGW_W_ CMYK_ GRADIENT BIGW_W_ MONO_ SOLID BIGW_W_ BOXED_ SOLID_ SPOT BIGW_W_ BOXED_ SOLID_ MONO

15 1.14 W Icon Mono colour (gradient) Some applications will require the use of a mono or flat colour version of the W icon. This allows the W icon to be flexible across all applications. Visible relationship. Use a 1/3 minimum contrast between the size of the logotype and W icon. Gradient mono W icon Black Black reverse flat colour Use the flat mono colour W icon only where CMYK version cannot be used. Pantone Process Blue Pantone Process Blue reverse

16 1.15 Typography BIG W has a confident, clear typographic style. In order to keep our brand applications consistent, only use the specified typeface, Vag Rounded Thin, Light, and Bold. Don t italise the font, but if you want to emphasise a word or heading, the rule of thumb is go lighter and bigger. Vag Rounded has 4 weights and is available from Vag Rounded VAG Rounded Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz # $ %^>*+/? & VAG Rounded Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz # $ %^>*+/? & Arial MT Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz # $ %^>*+/? & Arial is the the alternative typeface for BIG W. This is a sans serif typeface used primarily on documents, letters, powerpoint presentations and all other correspondense created on a pc or MS Word formats.

17 1.16 Unacceptable Brandmarks The BIG W logotype and W icon have been specially designed to work together to form the overall brandmark. It must never be recreated or distorted in any way. The examples shown illustrate mistakes made when using the brandmark. Always use master artwork file to avoid mistakes and ensure consistency. BIGW Don t make your own version of the logotype or W icon. Don t use variations of colour for the logotype or W icon. Don t create or adjust your own version of the logotype or W icon.

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