DRS Corporate Identity

Transcription

1 DRS Corporate Identity Guidelines for use Corporate Identity Guidelines Issue One December 2012

2 3 Our Brand 4 The Masterbrand Logo 8 Use of the Flying Compass 10 Corporate Strapline 11 Correct Usage of the Logo 14 Colour Palette 15 Corporate Typeface 16 Supporting Typefaces 17 Corporate Stationery 19 Corporate PowerPoint 20 Corporate Tender Style Contents 2 Contents

3 This document is a guide to the brand communication style for Direct Rail Services. It explains what our brand stands for, how it s expressed, and how the creative elements fit together in all our communications. The guide should be followed when commissioning, designing or delivering any kind of communications. Our Brand 3 Our Brand

4 Our Brand More than Logo A strong brand is a powerful asset. It provides immediate visual recognition, and more importantly is a symbol of what we stand for. Central to the DRS offer is the promise to be Safe, Secure & Reliable. It is important that we continue to reinforce this message. In addition, providing Critical & Bespoke transport is at the heart of the DRS strategy. We are recognised for going that extra mile to satisfy our customers specific needs. This ability to tailor our service is reflected in a brand design that can be used in a wide range of situations. Everyone has a part to play in bringing our brand to life. These guidelines are designed to help you represent the brand consistently. The Masterbrand Logo 4 Masterbrand Logo

5 While the default colour for the logo is green and white on a grey background, a range of colour variations are available to allow for the logo to be applied effectively in different situations. This allows for the logo to be strongly presented on white backgrounds or in black and white. The Masterbrand Logo 5 Masterbrand Logo

6 Presenting the logo in black on white or white on black provides an opportunity to make a strong statement. It allows for the logo to be effectively used when only black and white printing is available, or on items such as clothing. The Masterbrand Logo - Black and White 6 Masterbrand Logo - Black and white

7 This version of the masterbrand gives us flexibility when printing on a white background, when there are print limitations or for design considerations. The Masterbrand Logo 7 Masterbrand Logo

8 The core element of the DRS logo is the Flying Compass. This can be used independently, for example, on the inner pages of a document or on the arm of a jacket. On White DRS Corporate Grey On Black Use of the Flying Compass 8 DRS Flying Compass

9 This design is reserved for clothing or situations where the full logo cannot be applied. If in doubt for advice. Use of the DRS Flying Compass 9 DRS Flying Compass

10 Safe Secure Reliable Correct use of the masterbrand logo As used on the signature. The principle logo is to use the strapline Safe Secure Reliable at all times. The only exception is when Safe Secure Reliable are otherwise incorporated into the design of a document. This can be seen in the PowerPoint slide and a Proposal Template. Correct use of the masterbrand logo where grey panel width exceeds standard shown above. It is permissable to move away from the mark for design reasons. Correct use of the DRS Strapline 10 Correct Corporate Usage

11 Do not alter the relationship between the mark and the lettering Do not try to recreate the masterbrand logo Do not distort the masterbrand logo Do not put the masterbrand logo in a box or any other shape Correct use of the logo is essential to maintain the strength of the core identity. Your attention to every detail is key to strengthening our brand recognition. A wide range of logos, useful documents and presentation templates can be found on the shared M Drive on all DRS computers. Additional versions and formats of DRS logos are available on request from DRS Marketing for use when briefing graphic designers and 3rd party agencies. Avoiding Incorrect Use of Logos 11 Avoiding Incorrect Corporate Usage

12 Do not use the masterbrand logo in other colours (that have not been specified in these guidelines) Do not squash the masterbrand logo Correct use of the logo is essential to maintain the strength of the core identity. Your attention to every detail is key to strengthening our brand recognition. A wide range of logos, useful documents and presentation templates can be found on the shared M Drive on all DRS computers. Additional versions and formats of DRS logos are available on request from DRS Marketing for use when briefing graphic designers and 3rd party agencies. and direct Do not add a suffix to the masterbrand logo Do not squash the masterbrand logo Avoiding Incorrect Use of Logos 12 Avoiding Incorrect Corporate Usage

13 D Exclusion zone around masterbrand logo Standard small size for masterbrand logo D D D D 38mm The masterbrand logo should always have breathing space. This can be determined by the width of the D. The standard recommended small size for the masterbrand logo is 38mm wide. A wide range of logos, useful documents and presentation templates can be found on the shared M Drive on all DRS computers. Additional versions and formats of DRS logos are available on request from DRS Marketing for use when briefing graphic designers and 3rd party agencies. If you have any questions or are struggling, branding@drsl.co.uk. Masterbrand Logo - Exclusion Zone & Sizes 13 Exclusion Zone and Minimum Sizes

14 Primary C84 M18 Y71 K4 PANTONE 340 U/C R0 G148 B110 DRS CORPORATE GREEN Secondary C25 M2 Y0 K0 PANTONE 290 U/C R185 G224 B247 C0 M20 Y100 K0 PANTONE 123C 109U R255 G203 B5 C0 M55 Y100 K0 PANTONE 1495C 130U R117 G139 B31 While the primary colour palette is grey, green and white. A range of other colour ways variations have been selected to help develop a coherent look to all DRS communications. C32 M24 Y28 K1 PANTONE 421U Cool Gray 6C R174 G176 B172 DRS CORPORATE GREY C100 M90 Y10 K30 PANTONE 2758C REFLEX BLUE U R25 G43 B108 C75 M5 Y100 K0 PANTONE 361 U/C R65 G173 B73 C56 M45 Y44 K11 PANTONE COOL GREY 9C COOL GREY 11U R117 G121 B123 C0 M0 Y0 K90 PANTONE 446C Hex Black U R65 G64 B66 DRS CORPORATE DARK GREY C87 M71 Y50 K48 PANTONE 7547C 5463U R33 G51 B68 C84 M0 Y71 K4 PANTONE 339C 3405U R0 G169 B118 Colour Palette - Primary & Secondary 14 Corporate Colour Palette

15 Helvetica Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Light Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica is to be used on all internal and external documents. The typeface was chosen for its clean contemporary appearance and versatility. Helvetica Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Regular Italic Helvetica Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Helvetica Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Corporate Typeface 15 Corporate Typeface

16 Arial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial Regular Italic Arial Bold Arial Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial is a universally available typeface, which can be used where Helvetica is not available. A good typeface for web and for bodycopy. Franklin Gothic is a strong display font used for headlines, poster or banner work, as shown here. ITC Franklin Gothic Demi abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ ITC Franklin Gothic Heavy abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Support Typefaces 16 Corporate Typeface

17 Direct Rail Services Limited Kingmoor Depot, Etterby Road, Carlisle, Cumbria, CA3 9NZ Tel: (01228) Fax: (01228) Web: Chris Connelly Commercial & Business Development Director e: m: Direct Rail Services Limited Kingmoor Depot, Etterby Road, Carlisle, Cumbria CA3 9NZ t: f: The application of a consistent design to all stationery ensures that DRS can be immediately recognised. The DRS strapline of Safe, Secure, Reliable is clearly presented alongside the brand. In addition to printed stationery, digital versions of the DRS letterhead can be found on the shared M Drive. Further assistance on appropriate design for all DRS documents is available on request from branding@drsl.co.uk. With Compliments Direct Rail Services Limited Kingmoor Depot, Etterby Road, Carlisle, Cumbria, CA3 9NZ Tel: (01228) Fax: (01228) Web: DRS is certificated to ls0 9001, IS and BS 0HSAS by BSl. DRS is Link Up approved. Registered Office: Herdus House, Westlakes Science and Technology Park, Moor Row, Cumbria, CA24 3HU. Registered Number; England Corporate Stationery 17 Corporate Stationery

18 The provision of bespoke solutions tailored to a client s markets and their specific needs is a key differentiator that helps place DRS ahead of the competition. Class 68 Bulk Materials Nuclear Transport Nuclear Transport Passenger Service So while the brand guidelines will always seek to ensure that DRS presents itself consistently and is always on message, a wide range of designs are available to ensure that documents and presentations are relevant to the markets served. Every detail matters, so even the backs of business cards will show a range of aspects the DRS service offer. Passenger Service Freight and Multimodal Freight and Multimodal Infrastructure Projects Network Support Examples of the bespoke business card designs showing the broad range of DRS services Business Cards - Bespoke Items 18 Corporate Stationery: Business cards

19 A range of corporate PowerPoint designs have been developed, recognising the benefits of being able to tailor the look of a presentation to match the subject or the interests of the audience. The designs shown across the page are two variations of a DRS template showing the new Class 68 locomotive. A full range of templates can be found on the shared M Drive. In many cases bespoke templates will be available to help ensure your presentation or document is fully relevant to its target audience, but, if it is important and you need a new design to meet your needs, branding@drsl.co.uk and we will see what we can do. Corporate Powerpoint 19 Corporate Powerpoint

20 In addition to a range of corporate PowerPoint templates, a range of Word templates have been developed to ensure a consistent and professional presentation. To find a template that is right for you please visit the shared M Drive. If you require assistance or a bespoke template, branding@drsl.co.uk. Corporate Tender 20 Corporate Tender

21 It is important to continue to consistently present the DRS Brand when working with partners. This is an example of how this can be effectively achieved. Contact for assistance if you are working on any important initiatives where you need to ensure that the DRS brand is effectively presented along side that of a partners. Joint Branding with Partners 21 Corporate Tender: Partnered Tender

22 This is an example of a bespoke template developed for a major infrastructure bid. The design maintains the corporate feel, but includes images of the successful DRS led project to develop the Dounreay Rail Head as a way of demonstrating the core capability to support major infrastructure initiatives. In many cases the shared M Drive will already contain a PowerPoint or Word template suitable for your needs, but if you need further advice or assistance contact branding@drsl.co.uk Bespoke Corporate Tender 22 Corporate Tender: Bespoke Tender

23 Direct Rail Services 57mm 190mm These accurate design guidelines are provided to help maintain a consistent presentation of the DRS Corporate Identity across all our documents. This is an example of the layout for a Tender Document this can be applied to any document type to achieve a consistent look and feel. Main Heading Typeface Arial Bold 25pt. 80% Black. With key words or phrases can be picked out in cyan. Sub Heading Typeface Arial Regular 10pt. 80% Black. Provision of Carrier Services via Rail Tesco Partner && Stobart Partner Group And Direct Rail Services Ltd. Rail Infrastructure Project Support 50mm Working with Area of DRS Specialisation Typeface Arial Bold Regular 12pt. 80% Black. Guidelines on placing logos Logos of Tender partners should always appear at the base of the front right hand side of the document cover. Size of logo should not exceed the size of the type on the main DRS logo. Logos must always be of the correct proportion and not be used stretched or squashed. Please ensure that the image resolution of your logo is of acceptable quality. If you need help contact marketing, we are here to help. 140mm 35mm Key Documents - Guidelines 23 Corporate Tender: Cover Guidelines

24 I. DRS Markets & Key Customers Main Heading Typeface Arial Bold 12pt. Black. Sub Heading and body copy Typeface Arial Regular 12pt. Black. Direct Rail Services is an established national rail freight operator with a unique blend of skills and experience, benefiting from strong and diverse business portfolio. Specialist Freight Direct Rail Services is the ONLY operator in the UK to have achieved approval to carry nuclear materials by rail, delivering Spent Nuclear Fuel, Decommissioning Waste and Nuclear Construction support. The company impressive safety record is matched by its security and reliability record, with 100% delivery record in the nuclear sector. DRS has unrivalled expertise in delivering tailor-made rail transport and associated services that meet the stringent safety and security demands of the nuclear industry and become the first choice provider for specialist transport solutions for many key organisations in the nuclear industry, such as Magnox Generation, EDF, INS, Sellafield Ltd and LLWR. The Company s long history in this most demanding of fields, backed up by the world-leading status of NDA parent company gives DRS an unequalled body of experience and expertise in the shipment of this most sensitive of loads. Guidelines on placing logos Logos of Tender partners should always appear at the top left hand side of the page. Size(s) of logos should be in proportion to the size of the type on the main DRS logo. (see above) Logos must always be of the correct proportion and not be used stretched or squashed. Please ensure that the image resolution of your logo is of acceptable quality. If you need help contact marketing, we are here to help. These accurate design guidelines are provided to help maintain a consistent presentation of the DRS Corporate Identity across all our documents. This is an example of the layout for a Tender Document this can be applied to any document type to achieve a consistent look and feel. Intermodal Freight The Company expertise in developing innovative, cost effective rail solutions, combined with its respected reputation for safe, secure and reliable services, and industry heading partnership approach, has resulted in a number of highly successful train services for UK s leading logistics providers. DRS developed and became part of fully integrated transport solutions for fast moving consumer goods (FMCG), high value products and time critical cargoes. Direct Rail Services impressive performance is reflected in an industryleading On Time Delivery record, placing DRS at the forefront in this critical sector. Through our road logistics partners (WH Malcolm, JG Russell and Stobart Rail) DRS is entrusted on a daily basis to deliver just in time cargos for high street retailers and supermarkets such as Tesco, ASDA, Morrison s, Marks & Spencer, Ikea and Diageo to name a few. 35mm Corporate Tender - Guidelines 24 Corporate Tender: Interior Guidelines