IG_guidelines_V1

Visual Identity GuidelinesV.1.0 Spring 2018

These guidelines will introduce and explain the core visual Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2and verbal elements of the PSFI corporate identity. Consistent Proposition and values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3and controlled use of these assets and guidelines is essential Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4in presenting a strong, unified image of PSFI. Colour palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6The values introduced at the outset should be apparent in Imagery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7everything PSFI does. This guide simply seeks to describe how Logo positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8they are inherent in all elements of the PSFI visual identity. Stationery and materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Templates . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10This visual identity, including the logo, name and identifiable Contact details . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11elements, are valuable company assets. All PSFI teammembers are responsible for protecting the company’sinterests by preventing the unauthorised and incorrectuse of the PSFI name and brand assets.2

Proposition and values Confidence – in our ability and what we do. Justified by our record of successful work andPSFI focuses exclusively on the helping professionalservices firms achieve their goals. the relevant experience and qualifications of our elite team.We help our clients with strategy, leadership, talentdevelopment, business and client development, and Empathy – people-oriented and thoughtful.profitability enhancement. Our interventions include We listen to and understand our clients,workshops with leadership teams, coaching, bespokedevelopment programmes for partners through to senior working to empower them with the energyassociates, consultancy input and help with implementation. and confidence required to succeed.We work with our clients to deliver practical and pragmaticaction-orientated outputs. Our work is evidenced-based Clarity – we are personal and direct.and draws upon our own research, insights and experiences Uncluttered and concise, our approach isas well as a range of third-party research. positive and coherent, maintaining a3 can-do attitude to inspire and engage.

LogoThe PSFI logo consists of a wordmark and a rounded diamondsymbol, which should always both be presented in unison.The customised serif typeface represents a balance betweenthe traditional, academic heritage and the contemporary,energetic personality.Although the logo acts as a distinctive identifier across digitaland physical platforms, only together with the PSFI colourpalette and imagery is the visual identity truly represented.In addition to the primary logo, there are two colour variationsthat should be used on different backgrounds – the variationchosen should be the most clear and legible option.4

PSFI PSFI PSFI PSFI PSFI PSFI PSFI PSFI PSFI PSFI Orange White Dark Grey Mid Grey Light Grey Yellow Pink Violet Blue Red240 · 140 · 70 255 · 255 · 255 40 · 40 · 50 100 · 100 · 110 200 · 200 · 210 250 · 190 · 50 240 · 180 · 200 200 · 170 · 210 130 · 200 · 230 240 · 120 · 1100 · 55 · 75 · 0 0·0·0·0 80 · 70 · 50 · 65 60 · 50 · 30 · 20 25 · 20 · 10 · 0 0 · 30 · 65 · 0 0 · 40 · 8 · 0 25 · 40 · 0 · 0 50 · 5 · 5 · 0 0 · 65 · 50 · 0Colour paletteThe PSFI brand colour palette is representative of all threecore values. The strength of the identifiable PSFI Orangeattracts attention and demonstrates energy and enthusiasm.The logically organised selection of greys (each of which leansslightly on the blue side of RGB, to contrast with the orange)provides a pragmatic and professional edge. All materialsshould also make generous use of white space, to keepthe PSFI brand modern and bright.The secondary palette then provides complimentary colours,which should be used in moderation and only when additionalcolours are required (such as charts and diagrams).Values above are RGB (for screen use) and CMYK (for print).5

Typography Calibri: bold, regular and light ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@&Calibri is the primary corporate typeface used by PSFI. A widely abcdefghijklmnopqrstuvwxyz 1234567890available and technically versatile typeface, it expresses clarity ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@&and professionalism in digital and print. Its characters are subtly abcdefghijklmnopqrstuvwxyz 1234567890rounded and curved, providing flexibility to work in a range of sizes. ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@&More information on Calibri is available online at here. abcdefghijklmnopqrstuvwxyz 1234567890Derived from the PSFI logotype, Adobe Caslon is the secondary Adobe Calson Pro: bold, semibold and regulartypeface and is used for default document content – document ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@&footers, business cards. With a long history of use in importantdocumentation, Caslon brings a formal, disciplined foundation abcdefghijklmnopqrstuvwxyz 1234567890to the visual identity. ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@&More information on Caslon is available online here. abcdefghijklmnopqrstuvwxyz 12345678906 ABCDEFGHIJKLMNOPQRSTUVWXYZ !?@& abcdefghijklmnopqrstuvwxyz 1234567890

ImageryA brand photography style has been chosen toevoke ideas of confidence, clarity and empathythrough imagery. These traits directly representthe leadership and performance skills that PSFIinstills within their clients.Photos should always include people, as PSFIdeals with relationship issues at people basedbusinesses. These could be pioneering individualsor high performing teams.To maintain authenticity and coherence, avoidabstract and graphically manipulated images. Aimfor uncluttered, understandable and professional.7

Logo positioning If the rounded diamond is 10mm wide, then the clear space around the fullDerived from the structure of the PSFI logo itself, the logo logo should be 7.5mm all round.positioning across all templates should sit in the top-leftcorner. The trajectory of shapes within the logo (from the ¾xbottom-left stem of the P to the rounded diamond above the I)creates momentum that should carry through to materials.Where possible, this concept should be mirrored across allmaterials consistently, at the correct size and with the correctspacing to ensure clarity. As though the PSFI ‘stamp’ in thetop-left is a mark of confidence.Where co-branded documents require an additional logo, thisshould be placed to the left and divided by a thin straight line.The PSFI logo should always try to maintain its top-left position.8

Stationery and materials Firstname Lastname Job titleFor some audiences, corporate stationery is their first +44 (0) 1234 567890impression of the PSFI brand. Core values are therefore [email protected] through design, layout and scale of content. website.comThese visual identity components should be reflected psfi.org · [email protected] · +44 (0) 20 3252 3000 · 6 Cobden Court, Wimpole Close, Bromley, England, BR2 9JFacross all materials produced as a business. As with the Professional Services Firms International Limited (PSFI) is registered in England and Wales at the above address (registered number 06799371)verbal and personal approach to the brand, whenproducing materials such as presentations and reportdocuments, the end result should always exhibitconfidence (the content should be proficient and usefulto the audience), empathy (think about the enduser/viewer and their situation) and clarity (ensure allvisual content is presented clearly and professionally).9

TemplatesA range of templates have been developed for the PSFI teamto easily and consistently produce new materials. As well ascore brand stationery and the Microsoft Word letterheadtemplate, the primary tool for creating new materialsshould be Microsoft PowerPoint.The PSFI PowerPoint template has been designed tocater for a variety of document types, including spaciouslayouts for dense, text-heavy presentations, alongsidemore visual image-lead layouts for marketing collateral.The PSFI colour palette and shape styles are set asdefault and built-in to the theme file provided.10

Contact details Chris Lang Chief Operations OfficerIf you have a question to do with any of the visual identityguidelines presented, or with any of the branded templates +44 (0) 7974 365 513or materials, please contact Chris Lang or Kathryn Barnard. chris.lang@psfi.org11 Kathryn Barnard Programme Manager +44 (0) 1223 244 198 kathryn.barnard@psfi.org