Corporate Branding Manual

Transcription

1 Corporate Branding Manual 2009

2 King Sturge is one of the major independent international property consultants. The consistency and use of the King Sturge worldwide brand is vital to our image. This document provides information and advice on all aspects of the King Sturge logo style and the rules which must be followed by all those in the King Sturge group and its Associates. This document must be adhered to for any use of the King Sturge brand. The corporate identity includes all printing requirements, marketing items, advertising, brochures and presentations, which must be applied to any item where the King Sturge logo is used. Examples of logo misuse are also shown. For on-line assistance for any brand enquiries please contact: King Sturge LLP 2009

3 1) King Sturge logo a) Primary logo b) Primary logo and strapline c) Primary logo: mono a) Primary logo consists of logo ball, King Sturge one line text. The typeface for the words 'King Sturge' is unique. b) Primary logo and strapline includes International Property Consultants as a further line of text - this is registered underneath the words 'King Sturge'. This line of copy is used where a description of the main activity of the firm is required, eg. in advertisements in non property related media. The text is reproduced as a 50% tint of the blue or (black) of the King Sturge logo. c) Primary logo mono is used for one colour printing. The primary logo must always appear on one line. The layout of the logo ball and text are fixed and must not be altered or modified. Digital artwork is available and must always be provided by King Sturge. 1

4 2) King Sturge logo basic principles a) Minimum size 30 mm 50 mm The logo must not be printed or reproduced smaller than shown on the left, based on A4 applications. In this case being 30 mm. This only applies to the logo without the strapline. When the strapline is incorporated, as on the above right, the logo must not be smaller than 50 mm in length. b) Clear space rules The logo must be separated from any other printing or graphics and must appear with the minimum clear space as shown ie, the clear space around the logo must be at least the height of the capital K - as indicated by the arrows. This ensures a prominent and consistent logo. c) Relationships within the logo The logo ball and text position must always be as shown. The space between the various elements must be set to these specifications. The strapline underneath the words King Sturge must always be set to the same specification, distance and width. These rules ensure that all logos are legible, correct and consistent on all applications. 2

5 3) King Sturge colour palette a) Corporate colours King Sturge Blue: Pantone 281 King Sturge Red: Pantone 485 Cyan 100% Magenta 72% Yellow 0% Black 32% Cyan 0% Magenta 95% Yellow 100% Black 0% b) King Sturge Corporate Publications Blue Cyan 100% Magenta 72% Yellow 0% Black 66% The King Sturge logo corporate colours are Pantone Blue 281 and Pantone Red 485. The CMYK breakdown of these palettes is shown above. For corporate publications the blue of the overall background colour of the document cover is classed as a printer s special. But the closest Pantone Blue to this special is Pantone Blue 282. The CMYK breakdown of this palette is shown above. 3

6 4) King Sturge logo on background colours a) Light background: colour logo b) Dark background: colour logo c) Dark photographic background: colour logo d) Black background: mono logo a) Light background. On plain light backgrounds the text must always be King Sturge blue. The logo ball must feature as shown with a white keyline around. The only time the white keyline does not appear is when the logo ball is on a white background. b) Dark background. On plain dark backgrounds the text must always be in white. The logo ball should always have a white keyline as shown to help define it. c) Dark photographic background. The rules are the same as b) above, the photographic image should not be so strong that it detracts from the logo. d) Black background. When reversed the centre or teeth of the ball must be white on black ball, and the ball must always be defined with a white keyline around. The remaining text is in white. Special care should be taken when using blue, red or white backgrounds to ensure that all the elements of the logo are defined correctly. Never print the logo on backgrounds of the same or similar pantone colours to the text of the logo. The logo should never be reproduced from tints of the pantone colours except as shown on page 5. All background colours should be checked to make sure that they conform to King Sturge specifications. 4

7 5) Defining logo abuse Examples of how the logo CAN appear a) b) c) d) a) Section of the logo. When applicable showing the TOP LEFT QUARTER is acceptable. This is the ONLY section that must be used. b) Tint of the logo. The logo ball must only be tinted at 10% of the King Sturge colours. c) Black and white logo. The only solid colour in which the logo ball can be shown is black. d) Transparent logo. The logo ball can be made transparent to go over a design. But approval must be sought on the design. Examples of how the logo must NOT appear e) f) g) h) e) Sections of the logo. The logo ball must only be shown as a complete ball except in designs where the top, left quarter is more applicable. See note (a) above. Never use a half or a random part/section of the logo ball. f) Distortions of logo. The logo can only be shown as a circular ball. Never modify or distort the logo in any way or slant the angle in which the logo appears. g) Colours of logo. The logo must only appear using the King Sturge colours or in black and white. The logo must never use random tints of the red and blue but it can be reproduced in a standard 10% tint of the colours - see note (b) above. Never produce the logo in any one single colour except for black - see note (c) above. h) Enlarged logo. Never enlarge disproportionately sections of the logo ball. 5

8 6) King Sturge UK sector and group applications SECTOR GROUP King Sturge sectors. The King Sturge sectors are used to strengthen the brand in certain areas of the business whilst still retaining the King Sturge Primary Logo. The sector name should be positioned below the Primary Logo as shown, ie, ranged left underneath the 'K' of King Sturge. The sector logos are used on specific items of marketing only, not the full range. The same logo rules apply to sectors as shown in this document. King Sturge groups. The King Sturge groups are used by specialist services to enhance the brand whilst still retaining the King Sturge Primary Logo. As per the 'sector' names the 'group' names are positioned below the primary logo underneath the 'K' of King Sturge. The group logos are used on specific items of marketing only, not the full range. The same logo rules apply as shown in this document. There is a strict control over the use of all the sector logos and group applications. All artwork must be supplied by King Sturge. 6

9 7) Members of the King Sturge groups logos As part of the King Sturge Group there are other company names using the King Sturge Primary Logo. An example is shown above. The King Sturge rules apply as shown in this document to all these logo types. 50 mm Minimum size. As per the King Sturge logo with the strapline, the King Sturge groups logo must not be printed or reproduced smaller than 50 mm in length. If more than one group logo is appearing on the same document the logo balls must be the same size. 8) King Sturge European owned offices logo As part of the King Sturge Group the owned offices in Europe use the same King Sturge Primary Logo and strapline. The stationery and marketing items are consistent with the UK. The same rules apply to Europe as shown in this document. The King Sturge Corfac International logo also appears on some stationery and brochures, which identify these offices with the associations in the USA. See Worldwide associations section 9. 7

10 9) Worldwide associations ASSOCIATIONS AND CORFAC INTERNATIONAL Primary logo: colour and mono The Primary Logo King Sturge CORFAC International must feature on some stationery all corporate publications. This identifies existing associations with the associations in the USA as well as with the King Sturge offices worldwide. LICENSED ASSOCIATIONS Companies who join the King Sturge group and are licensed associations use their own company name in the King Sturge Primary Logo style. The King Sturge rules apply as shown in this document to all these logo types. ASSOCIATIONS Company Name in association with Companies who join the King Sturge group, using their own company name will be identified by the text in association with followed by the King Sturge logo underneath. The company name style will be re-designed to match the unique King Sturge typeface, but not preceeded by the King Sturge logo ball. The in association is to be in the typeface 'Arial'. 8

11 10) King Sturge property marketing PROPERTY MARKETING MATERIAL FOR KING STURGE AND LICENSED ASSOCIATIONS a) Brochure / Advertising block i) Colour ii) Mono b) Advertising borders i) Sole agents corporate border ii) Joint agents JOINT AGENTS LOGO The marketing items cover all requirements for boards, brochures, advertising and any other promotional material including garments and marketing gifts. All artwork is prepared by King Sturge and supplied on request. All artwork follows a strict standard of consistency including the exact layouts for various telephone numbers specific to UK and Europe. All advertising and brochure artwork must be checked first before publication. 9

12 10) King Sturge property marketing c) SIGNBOARDS i) Sole agents board i) Joint agents board 5250 m 2 FOR SALE PROPERTY TO LET 6,340 m 2 JOINT AGENTS LOGO JOINT AGENTS LOGO a) Advertising and brochures i) The standard artwork for brochure logo and advertising logo must always be used as shown. All specifications for the logo style and colours must be followed. The artwork is available on request. ii) The standard mono logo for advertising blocks must always be used as shown. All specifications for the mono logo must be followed. The artwork is available on request. b) Advertising Borders i) The standard artwork for advertising border mono must always be used as shown. This version is for sole agency advertising only. The telephone number must appear above the website address as shown. This artwork is available on request. ii) The advertising border for joint agency advertising, should have a basic keyline border instead of the King Sturge Border. The joint agents logo should appear to the left at the foot of the advert. Using the same logo block as a)i) above, the King Sturge logo block should be on the right. This logo artwork is available on request. c) Signboards i) The standard artwork for sole agents boards should be used as shown. It is available on request to supply contractors. The red arc should include the telephone number, with the relevant text about the property above. The website address should be shown beneath the telephone number. ii) The standard artwork for joint agents boards should be used as shown. It is available on request to supply contractors. The red arc should only have the telephone number and the website address in the correct format. A separate corporate identity sheet is available for these agency items on request. 10

13 11) King Sturge stationery LETTERHEAD King Sturge L 7 Stratford Plac London W1C 1 T +44 (0)20 74 F +44 (0) Addressee Name Addressee Title Company Name ComplimentS SLIP BUSINESS CARD King Sturge LL 7 Stratford Plac London W1C 1S T +44 (0)20 74 F +44 (0) With compliments King Sturge LLP is a limited liability partnership, registered in England and Wales, registered number OC311501, registered office 7 Stratford Place, London, W1C 1ST A list of Members is available at the above address. King Sturge LLP is authorised and regulated by the Financial Services Authority Stationery for UK and European offices and Licensed Associations is supplied centrally. Details on the full range of items are available on request. The examples of the main office items are shown. To maintain the brand, new offices must use the standard artwork and printing services already available. These include delivery and stock control. Associate offices must use the standard logo on all their stationery, using their own suppliers. 12) King Sturge corporate publications 60 mm 55 mm 25 mm Logo positioning. The logo when shown on the front cover of corporate publications must be 60 mm in length. The positioning of the logo is that the end of the word Sturge is 25 mm from the right hand edge of the cover. Whilst the base of the letter r is 55 mm from the bottom of the cover. Important note. There are very specific print requirements on all corporate publications. For example, the documents must have a matt laminate finish. All documents must be approved by the corporate identity team before going to print. 11

14 13) King Sturge corporate presentations Example of corporate presentation slide All King Sturge corporate presentations must follow a strict formula. The template for the presentation is available on the King Sturge intranet. This template can also be ed if required. Above is an example of a standard template page. Bespoke presentations can be provided by the King Sturge in-house presentations designer. Details are available upon request. 12

15 There have been many examples, particularly in composite property advertisements, where logo abuse and unacceptable design are manifest. The onus is on members of the firm to guarantee that any use of the logo and brand complies with the required consistency and quality. Contravention weakens your firm's identity. If you have any questions or queries relating to the King Sturge corporate brand please contact Brian Barfoot by at: or on

16 LOCATIONS UK England Scotland Wales THROUGHOUT EUROPE including: Belgium Croatia Czech Republic France Germany Greece Hungary Ireland Luxembourg Netherlands Poland Romania Russia Serbia Slovakia Spain Switzerland Turkey THE AMERICAS A member of ASIA PACIFIC