Brand_Guide_v1.2

SBtryanledGuide v1.2

Introduction Style Guide STYLE GUIDE DEFINITIONS RGB BREAKDOWN The following are definitions of the various R = Red | G = Green | B = Blue terms, abbreviations or acronyms found within these guidelines. The above three colours breakdown is used when specifying colour for electronic communications such as CORPORATE IDENTITY a website. An umbrella term not only for the JEW logo but for how any branded item looks and feels. An RGB colour is shown using a range between 0 and 255. 01 BRANDING MONO A look and feel created by consistent application of the Single colour logo, strapline, identities and design. CLEAR SPACE PANTONE® The exclusion zone around the logo. Corporate band name for a universal colour specification. Pantone® is a registered trademark of Pantone, Inc. LEADING The amount of space between two or more lines of text. CMYK BREAKDOWN C = Cyan | M = Magenta | Y = Yellow | K = Black. FONT A set of type of one particular style and size. A four colour breakdown of a specified Pantone® colour will be shown in percentages from 0% to 100%. This is BODY COPY when a colour has to be reproduced when printing full A term for the main typeset block of information found colour communications. on a page. This is typically found under a heading.

The BrandWelcome to the Style Guide John E Wright brand identity guidelines 02 We’ve developed these guidelines to inspire you in your Thework.Wehopetheyprovideyouwithsomehelpful boundaries to stimulate your creativity in finding the best and most compelling way to tell the John E Wright brand story. The following pages should help all of us to create a distinct and professional visual identity that clearly communicates our core values.

The Logo (Primary) Style Guide The Logo 03 The Strapline Our logo has been designed to give our Brand a fresh and contemporary feel. The main logotype is made up of two key parts and should always be used together. Our main strapline is ‘SIGNAGE | EXHIBITION | PRINT’ and should not deviate from this arrangement.

Alternative Logo Style Guide Whilst the use of the primary logo should always be PESRXIGIHNNITBAIGTEION considered an importance, sometimes an alternative arrangement is permitted to be used for certain applications e.g. vehicle graphics and or signage. 04

Brand Colours Style Guide FULL COLOUR LOGO FULL COLOUR LOGO WHITE-OUT LOGO This is our preferred version and must be used whenever MONO LOGO possible. WHITE OUT LOGO (on pink) However, other versions are available when circumstances dictate that their use would be more appropriate; MONO LOGO 05 This version of our logo must only be used on a white background, predominantly when reproduced for newsprint or when situations dictate its use primarily for black & white print. WHITE-OUT LOGO A white-out logo can be used if/when coloured/ photographic marketing material is required. When being used on a dark background it is encouraged to use Always reproduce the logotype from master artwork to ensure complete originality. *Copies of the logo in various electronic formats can be obtained from the designer, or if being used internally, can be downloaded from our Marketing FTP folder.

Sizing & Position Style Guide BRAND POSITIONING x It is important to give the brand room to breathe, so it is clearly visible on all our applications. An exclusion zone helps to ensure maximum clarity and prevents other visual elements intruding into this space. The ‘x’ height is the measure for the minimum exclusion zone (as shown as ‘s’ to all sides of the logotype). 06 MINIMUM SIZING To ensure legibility, the brand must never be used at a size less than 35mm in width.

Typography Style Guide PRIMARY TYPEFACE EFFRA The John E Wright primary typeface is Effra*, chosen for its clear concise legibility and modern feel. We have ABCDEFGHIJKLMNOPQRSTUVWXYZ selected five different weights and are to be used across abcdefghijklmnopqrstuvwxyz | 0123456789 all our communication material. Effra Medium 07 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz | 0123456789 Effra Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz | 0123456789 Effra Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz | 0123456789 Effra Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz | 0123456789 Effra Heavy *A copy of the correct font can be obtained from the designer, or if being used internally, can be downloaded from our Marketing FTP folder.

Getting it right Style Guide To ensure that the integrity of our identity is Original Logo Don’t stretch the logo vertically maintained, it is important that the elements are Don’t stretch the logo horizontally Don’t change the colours applied correctly. Don’t reduce the size of the strapline Don’t skew the logo Do • Always use original artwork files • Use the correct size for the document you are creating 08 Don’t • Never try to redraw or recreate the logo. • Never use the logo or strapline separately. • Never alter the relationship between the logo and strapline elements that make up the logo. All occurrences of the logo must retain the correct proportions and colour-ways at all times other than those specified. • The logo should never be stretched, squashed, skewed or altered in any way. • Do not apply any effects to the logo. See examples shown here...

Colour Palette Style Guide A core colour palette has been established as part of the CORE COLOURS John E Wright identity. PMS 5265c 1 PMS 7459c 2 The core palette consists of two corporate colours (#1 & 2) which reflect our traditional beginnings, and should CMYK 86|83|9|45 CMYK 72|9|9|13 feature as the most dominant colours in all RGB 51|45|91 RGB 92|156|193 communications. HEX# 332d5b HEX# 5c9cc1 A third colour (Process Magenta #3) has also been 09 included to greater enhance our brand. PMS Process Magenta 3 Please do not assume that the colours shown on screen or from your printer are CMYK 0|100|0|0 correct, because the colours shown on this page and throughout this manual have not RGB 196|0|122 been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE HEX# c4007a Colour Standards. Consult current PANTONE Publications for accurate colour. PANTONE® is the property of Pantone, Inc.

Examples Style Guide The following examples illustrate how the logo and key elements of the John E Wright brand identity have been applied to create a unique and consistent look and feel for the organisation... Business 10 Cards *Official templates can be downloaded from the Marketing FTP folder or requested from the designer.

Examples Style Guide Letter Heads wNowttwin.gjhoahmn|eDwerrbigyh| Lte.cicoemster | Oxford | Hull 11 & Comp Slips www.johnewright.com cwoitmhpliments *Official templates can be downloaded from the Marketing FTP folder or requested from the designer.

Examples Style Guide 12

Brand Identifiers Style Guide Elements have been put together to greatly enhance our logo and should be used as much as possible to assist with our brand identity. 13

Vehicle Livery Style Guide SIGNAGE | EXHIBITION | PRINT LEADERSSININCEPR19IN0T0 14 Ford Transit Connect (Local Deliveries) SIGNAGE | EXHIBITION | PRINT SLEINACDEE1R9S0I0NPRINT Ford Transit (Large Deliveries/Exhibitions & Installs)

Email Template Style Guide Shown here is the style for our email sign-offs. Bodycopy 11pt Hello, Where styling is available (known as HTML format), the email content is set in Effra. The sign-off details Name 14pt Bold/Reg Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet use pink and grey, the rest of the content is black. Title 10pt Light dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper Where styling is not available, this will be presented in Contact 10pt Lgt/Reg suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in plain text format. Generic Footer vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et 15 iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. *Email templates will be automatically set-up and configured for all staff where applicable. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcor- per suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcor- per suscipit lobortis nisl ut aliquip ex ea commodo consequat. Many thanks Julie Julie Boaden Graphics Business Manager Tel: 0115 983 3200 | Mob: 07718 523 166 | Email: [email protected] Company Info 8pt John E Wright & Co Ltd is a limited company registered in England and Wales. 5HJLVWHUHGQXPEHU5HJLVWHUHGRƬFH%OXHSULQW+RXVH+XQWLQJGRQ6WUHHW1RWWLQJKDP1*1) ,62IRU4XDOLW\\0DQDJHPHQW6\\VWHPV_,62IRU(QYLURQPHQWDO0DQDJHPHQW6\\VWHPV 3OHDVHFRQVLGHUWKHHQYLURQPHQWEHIRUHSULQWLQJWKLVHPDLOPHVVDJH

Signage Style Guide An example of how our new brand will be applied Main Car Park across external signage for all of our branches. Sign Branding will be rolled out to branches in the coming months. RLeei-cBersatnedr ‘Entrance’ above main doors 16 Nottingham Branch External Dressing Derby Visual Leicester PHASE 1 - Proposals ONE Oxford Hull Large Flex-Face Sign on Marble Street Sign - dibond clad Dibond Tray Sign Visual THREE Visual TWO Sign above side door on Marble Street facade Dibond Tray Sign Visual FOUR

Social Media Style Guide Social Media has become an important part of FACEBOOK 820 x 312px Header peoples lives, whether for personal or business 1500 x 500px Header related activities. It is a powerful and valuable tool and 170 x 170px Avatar having a consistent look and feel will increase our TWITTER brand’s visibility, through building relationships and communicating with potential new customers. The following examples are typical of how our brand should be reflected across both Facebook and 17 Twitter platforms and most recently through our Instragram site. Personalisation to a particular branch will be permitted so long as the main core branding is maintained. 400 x 400px Avatar *Official templates can be downloaded from the Marketing FTP folder or requested from the designer.

Workwear Style Guide Traditional workwear offers a simple way to Pink distinguish work clothes from everyday or casual clothing. A company uniform effectively provides a visual marker in terms of knowledge and function, and in business terms can create a positive and reassuring impression, delivering brand uniformity (no pun intended) for customers’ assurance and is crucial in 18 boosting staff morale. Branded polo tops and hoodies will be provided to all Blue staff in all branches in both pink and blue and in a range of sizes. These will need to be ordered from the Linkmel branch through your line manager. *Orders for work clothing need to be placed through your line manager

Stands Style Guide 19

Key Contact Style Guide If you are not sure of how to utilise the corporate Key identity on the project you are working on please make all enquiries to the designer whose details are as follows: Design 20 Martin Bradshaw Unit 4 & 5 Linkmel Close Queens Drive Industrial Estate Nottingham NG2 1NA +44 (0)115 983 3200 [email protected]

© 2018. John E Wright NOTTINGHAM | DERBY | LEICESTER | OXFORD | HULL www.johnewright.com