Brand Identity Guide

Brand Identity Guide

CONTENTS Introduction 3 The logo 4 Typefaces 9 Tone and style of imagery 10 Promotional products 11 Artwork 12 Frequently asked questions 13 2 of 13 Think Brick Brand Identity Guide

INTRODUCTION Think Brick Brand Guidelines ensure that the visual design elements of Think Brick are applied correctly in every application in which the Think Brick logo is identified. Published guidelines are essential for providing consistency in all communications. These guidelines should be followed to give Think Brick a uniform identity, greater visibility and powerful marketing possibilities. The purpose of the guidelines is to create uniformity in the visual image of Think Brick. It is important that the standards are strictly followed, especially in regard to those concerning the Think Brick logo. If you would like to be supplied with brand artwork or have any questions regarding the Think Brick Brand Guidelines please direct them to the Marketing Department. Telephone: 01344 885651, Email: brick@brick.org.uk. Think Brick Brand Identity Guide 3 of 13

THE LOGO Building the Think Brick brand Brands are icons of our society reflecting our personal preferences, values and lifestyles. A brand is not something tangible, such as a label, logo, style and feature; it does not consist of rational features and benefits. A brand is created in the hearts and minds of the consumer. Brands are an emotional connection beyond rational reasoning and logic, product superiority, product attributes, or technical specifications alone. The importance of building Think Brick s brand identity is vital to our success as an organisation. It reflects the mood and tone to be captured in whatever piece of communication advertising, newsletters, brochures, signs, websites, etc. Branding captures the thought that every point of contact that an individual has with Think Brick should reflect the same tone. But, having the same tone doesn t necessarily mean that every piece of communication must look the same. 4 of 13 Think Brick Brand Identity Guide

THE LOGO The logo The Think Brick logo is a 3 colour identity. It can also appear in CMYK (using the breakdowns below), black, or reversed out of one of the primary colours that it is made up of. These 3 primary colours are: The Think Brick logo is comprised of 4 main elements: 1. Horizontal type 2. Vertical type 3. The blocks 4. The strapline PMS 1525 PMS 361 Black 1 2 C. 0 M. 58 Y. 100 K. 10 C. 69 M. 0 Y. 100 K. 0 C. 0 M. 0 Y. 0 K. 100 RGB: 223, 122, 28 RGB: 84, 185, 72 RGB: 0, 0, 0 3 HEX: DF71AC HEX: 54B948 HEX: 000000 4 Think Brick Brand Identity Guide 5 of 13

THE LOGO Correct usage of the logo The Think Brick logo has been specially designed as a unit and must not be recreated. These correct variations of the logos are supplied with the official brand aftwork. Consistent application of the logos will reinforce Think Brick as a brand. 6 of 13 Think Brick Brand Identity Guide

THE LOGO Clearance space and positioning of the logo As shown here, the logo should always have a minimum of clearance space around it. This ensures clarity of communication and prevents the logo from becoming lost or crowded. Preferably, the logo should always appear right-aligned but can be placed at any height on the page depending on application. The logo should be at least the X distance from the edge of the page or perceived border. X X X X Think Brick Brand Identity Guide 7 of 13

THE LOGO Incorrect use of the logo The correct variations of the logos are supplied with the official brand artwork. Do not change the appearance, shape or size of any element of the logo. Do not cut off any part of the logo. think Do not use the elements of the logo independently from one another. Do not change the proportions of any part of the logo in relation to the other parts. 8 of 13 Think Brick Brand Identity Guide

TYPEFACES Typefaces For continuity and simplicity, we use only two typefaces in our communications. For headlines: DIN Schrift (Mittelschrift) ABCDEFabcdef ABCDEFGHIJKLMNOPQRSTUVWZYZ abcdefghijklmnopqrstuvwzyz 0123456789 For body copy: Frutiger Light ABCDEFabcdef abcdefghijklmnopqrstuvwzyz abcdefghijklmnopqrstuvwzyz 0123456789 Where Frutiger is unavailable, Helvetica must be used, however it is preferable to use Frutiger Light as body copy in all communications. This is a universally available typeface. This applies to business documents, correspondence, promotional materials, displays, product labels, signs, web pages and other media. Think Brick Brand Identity Guide 9 of 13

IMAGERY Tone and style of imagery Photographs and Illustrations make strong impressions on our audiences. They also play a significant role in conveying brick as the material of choice. Images that show the benefits of brick should be used. Additionally, we should always be sensitive to our audiences and their cultures when selecting images for our communications. 10 of 13 Think Brick Brand Identity Guide

PROMOTIONAL PRODUCTS Promotional products Promotional products may bear the Think Brick elements as long as the logo specifications are adhered to. Merchandise, clothing, awards and other promotional applications must adhere to the logo specifications. Please contact the Marketing Department for approval. Telephone: 01344 885651, Email: brick@brick.org.uk Think Brick Brand Identity Guide 11 of 13

SUPPLIED FILES Artwork The Think Brick artwork files are available from the Marketing Department. Telephone: 01344 885651, Email: brick@brick.org.uk..eps The logo is also supplied in jpeg format for use in applications such as PowerPoint presentations and websites. EPS (Encapsulated Post Script) files are vector artwork and are the recommended format for printing because they are a very high resolution (800 dpi) and feature transparent background areas. These files have been saved as Adobe Illustrator EPS files compatible with version 5.0 to the most recent. They are both Macintosh and PC compatible..jpg Jpeg vesions of the logos and all imagery are supplied as high resolution jpegs - these must be used as a second preference to the eps logos supplied. 12 of 13 Think Brick Brand Identity Guide

FAQS Frequently asked questions Q. What are Think Brick s Pantone Matching System (PMS) Colours? A. Think Brick uses three main pantone colours, these are: PMS 1525, PMS 361 and Black. Q. What is Think Brick s Typeface? A. Frutiger Light should be used for all body copy, where this is not possible it should be replaced with Helvetica. DIN Schrift (Mittleshcrift) should be used for headines. Q. When the background is more than 50% value, which logo should I use? A. The reverse (white) should be used. Q. If printing in one-colour, can I print the Think Brick logo in that colour, even if it is not one of the acceptable colours? A. No, but you can print the reverse in a colour bar. Q. Is there a standard placement for the Think Brick web address? A. Yes, it should be right aligned with the logo, but can appear anywhere underneath it on the page. Q. Can I use the Think Brick logo in a headline? A. The logo must never be used as part of a headline or in body copy. For more information regarding the Think Brick Brand Guidelines contact the Marketing Department. Telephone: 01344 885651 Email: brick@brick.org.uk. Think Brick Brand Identity Guide 13 of 13