Brand Guidelines - keepmoatcorporate.com · 22 Keepmoat Brand Guidelines Standing out from the...

Brand GuidelinesYour guide to using our brandNovember 2015

Leeds PFI2 Keepmoat Brand Guidelines

Contents

Strategy Rules and tools1 3Introduction6 Introduction 8 This is the

Keepmoat way

10 Our vision12 Our mission14 Our history18 Our values20 Our essentials22 Standing out

from the crowd30 Our goals

32 Our brand34 Fundamentals36 Cheat sheet38 Our logo50 Our colours56 Our typography

Best practice Who to ask4 5

104 Any questions?64 Our stationery67 Telephone voicemail68 Our icons70 Internal communications72 Graphic flags80 Our brand examples82 Photography90 Tone of voice98 Dual branding100 Sustainability and ethics102 Don’t forget

2

4 Keepmoat Brand Guidelines Introduction

These are the Keepmoat brand guidelines –they’re here to help youThese are exciting times for Keepmoat and we’ve been working hard to evolve our brand so that it paints a true picture of how we’ve grown, what we’ve achieved and where we want to go.

These guidelines capture our new direction. They cover everything from values to visuals, and are designed to help you communicate our brand with confidence. They give us a single, unified approach – and by being consistent across everything we do, we can ensure a strong, powerful representation of our business.

We want you to feel the same pride and passion about the brand as we do. By working together to promote it, we can make a positive change across all the areas, communities, partners and groups we work with.

If you’re looking for further help or have any questions, please don’t hesitate to contact the group marketing team.

Introduction6 Keepmoat Brand Guidelines

This is the Keepmoat way

Introduction8 Keepmoat Brand Guidelines

Building communities.

Transforming lives.

That’s our vision. With a responsible attitude and sustainable approach, we want to make a difference to people’s lives; whether we’re building their homes, restoring their communities, or providing them with practical, lasting support.

Our vision10 Keepmoat Brand Guidelines

It’s a mission that we take great pride in, and we’re committed to achieving it.

When creating any communications for Keepmoat, it’s vital that you keep our vision and mission in mind – so our users know exactly who we are and what we stand for.

We are committed to building long-term partnerships to deliver high quality, community regeneration solutions

Our mission12 Keepmoat Brand Guidelines

Who we are, what we do, and how we do itThe Keepmoat story goes right back to 1931, with our founding company Bramall & Ogden installing outdoor toilets for Wath Urban District Council. It may not have been a glamorous job, but it was an important one, and this modest yet dedicated work ethic would take us from strength to strength.

Over the next 75 years the Keepmoat Group was formed, a partnership of leading companies including Bramall Construction, Frank Haslam Milan, Milnerbuild and Keepmoat Homes.

With a turnover of £330m by 2003, we went on to win a number of awards for development, construction and quality. We even secured a place on the Sunday Times’ list of 100 Best Companies to Work for, and by 2012, we were the national market leader in community regeneration.

Our merger with Apollo Property Services took the business to the next level. By bringing together the best in the industry, we gained the capabilities to deliver community regeneration solutions on a scale we’d never seen before.

Whenever you’re talking about our brand, keep this heritage in mind. Our tone of voice is friendly and conversational, but reflects the wealth of experience and years of knowledge under our belts.

Our history14 Keepmoat Brand Guidelines

Building the future

We aid in the regeneration of communities, ensuring that our developments are truly beneficial for all those who use them.

Not only do we build high quality new homes, we also provide families across the UK with responsive maintenance and repairs.

Our values

At Keepmoat, we create places for people to live, work and play. But there’s a little more to it than that.

We work to deliver sustainable solutions, responding to both current and future economic challenges.

We aid in the regeneration of communities, ensuring that our developments are truly beneficial for all those who use them.

16 Keepmoat Brand Guidelines

What matters the most to us?Our values and behaviours are really important. They make up the brand personality that shapes our mission and guides the way we work. Keeping these values in mind will be useful when making decisions about the tone of voice or best approach for your communications.

We are...

StraightforwardWe get the job done in the most efficient and effective way. We are friendly, open and honest.

Collaborative We work together in partnership to deliver the very best customer experience.

PassionateWe care about what we do. We put pride and energy into delivering results.

CreativeWe are proactive, flexible and resourceful. We listen, learn and deliver solutions.

Our values18 Keepmoat Brand Guidelines

SafetyWe put the safety of people, partners and communities at the heart of everything we do.

QualityWe work hard to exceed our clients’ expectations of our service, product and delivery.

CustomerWe focus on delighting our customers.

PeopleOur people are the heart of our business, providing a service we are proud of.

SustainabilityWe protect the environment, act ethically and leave a positive legacy.

Don’t forget the essentialsAlongside our values, there are some essential beliefs that are central to our brand – they guide everything we do. When you’re making any decisions about Keepmoat’s communications, remember that these essentials should always come first.

Our essentials20 Keepmoat Brand Guidelines

How we stand out from the crowd

It’s not just our respectable history, solid values and years of experience that make us special; we set ourselves apart from our competitors in ways that make us proud.

23

Standing out from the crowd22 Keepmoat Brand Guidelines

Bespoke solutions for clients and customersWe’re committed to delivering solutions in a way that stands out from our competitors.


National scale, local understandingWe work across the nation, yet understand the individual needs of each local area.


Standing out from the crowd

Affordable qualityWe’re dedicated to delivering quality products at an affordable price across everything we do.


By sticking to our values and committing to our priorities, we will meet our goals.

Meeting our goals

To attract, develop and engage our peopleYou matter to us. Whether you’re on a building site, in an office building or enjoying your tea break, we want you to have a long, successful future with us. So we’ll do our best to provide support, training, recognition and an inspiring work environment.

To be a partner of choice Relationships are the foundations of our business. Whatever we do, whether it’s employing a new apprentice or choosing a new supplier, we need to deliver excellent service which builds trust and confidence – leading to successful, long-term partnerships.

To ensure commercial and financial successWe have some big plans and ambitions for the future. By working together to manage costs, drive land-led deals and make the most of every new opportunity, we can drive the long-term sustained growth that we need.

To act responsibly As Winston Churchill famously said, ‘The price of greatness is responsibility.’ It’s everyone’s responsibility to work as safely, ethically and sustainably as possible, leading to a secure and profitable future.

To grow as one businessSince 1931, we’ve grown from a local start-up to a business with over 3,500 people, 22 regional offices and 400 active sites – improving places to live, work and play for over a million people. By collaborating together, we can continue to grow.

Our goals30 Keepmoat Brand Guidelines

What does a strong brand look like? And why does it matter?By building a successful brand, we’ll be instantly recognisable. Customers and clients will remember us. They’ll know exactly what we do and what we stand for.

Our confidence will inspire trust and loyalty. We’ll show that we know what we’re talking about, and that we won’t let our customers and clients down.

By protecting and asserting our brand, we can send out a message that everyone will want to hear. We can make people feel passionate and excited to create a real positive difference.

That’s why we need to preserve the Keepmoat brand. By sending out a consistent message and always ensuring high standards of delivery, we can ensure our strong standing in the industry, follow our mission with confidence, and fulfil our vision.

Our brand32 Keepmoat Brand Guidelines

Building a powerful identityWe’ve put a lot of thought into the way we present our brand. From the logo to the colours we use, every decision we’ve made in creating our identity has the core Keepmoat values behind it. The final result is a strong collection of brand devices that represent us as a confident, contemporary market leader.

Our brand fundamentalsWe’ll cover our brand assets in more detail later, but for now, here are the essentials you need to know when representing Keepmoat.

Our brand logo Should always use the new landscape brand mark unless it’s not possible to do so.

See page 38

Our imagery Should always be natural, genuine, honest and interesting, showing best practises and be of the highest quality.

See page 82

Our tone of voice Should always be friendly, accessible, sincere, knowledgeable and positive. Our customers, clients and people who use our brand should feel like they’re talking to someone they know.

See page 90

Fundamentals34 Keepmoat Brand Guidelines

This overview of our core brand elements will help when you’re creating something new for Keepmoat, enabling you to quickly find the information you need.Consistency is key, so make sure you keep referring back to the detailed rules of our logo, fonts, colours and imagery.

Cheat sheet

Our logo page 38

Our core colours page 50

Calibri,Frutiger, Noto Serif, Verdana, and Arial

Our typography page 56

Our tone of voice page 90

Welcome to your new home

Our graphic flags page 72

Cheat sheet

Our imagery page 82


Our logo is made up of two parts – the logo mark and the logo type.

Combined, these elements tell a visual story of who we are and what we stand for. We should always make sure we give the logo plenty of space and make sure that it is clear and legible.

All about our logo

Logo mark Logo type

Our logo38 Keepmoat Brand Guidelines

Primary logo – horizontal Secondary logo – stacked

All about our logo

Our logo40 Keepmoat Brand Guidelines

Our primary logo

Our logo

White out

CMYK SPOT

Mono

Our secondary logo We should always use our primary logo where we can. But don’t force or manipulate the logo to achieve this.

White out

CMYK SPOT

Mono

Our secondary logo should only ever be used where space is limited or the format available doesn’t allow our primary logo to work or be legible.


Wherever possible, the logo should appear in the top left of the page, keeping the clear zone, as shown below, around it to give it space.

Using our logo

Minimum safe area

PositioningWhen it’s not possible to place the logo in the top left, you can use the top right, bottom right or bottom left corner.

Our logo

Our logo is one of the first things our audience might recognise, so it’s important to keep things consistent and maintain the integrity of our brand across everything we do, by following a few simple rules.


Using our logo

A5 – 45mm

DL – 40mm

Minimum size – 20mm A4 – 65mm

A3 – 80mm

Our logo size guideKeeping sizes consistent.Our logo can be shown in various sizes, depending on the size of the page it is appearing on. By sticking to these sizes, we can ensure our logo is always given the right amount of prominence.

Sometimes we’ll need to put our logo on hoardings or flags. In these cases you should use the sizes shown opposite as a guide to help you use the logo in the correction proportions.

Our logo

A2 – 95mm


4

1 Ensure the logo is shown in its true colours on an appropriate background, where it is legible and stands out. Use the minimum safe area.

2 Where it’s not possible to print full colour, the mono version of our logo can be used.

3 Our logo can also be used over images. Just make sure it’s still legible and not placed over a complex image area.

4 If you need to use the logo on a solid colour, please use the white-out version.

5 When using the logo on a solid colour, our brand green is preferred but if this is not possible, only use one of our primary brand colours.

6 Don’t stretch or skew our logo.

7 Don’t change the typeface used in our logo, or re-draw any of the elements.

8 Never add our logo to an unsuitable background.

9 Never change or re-colour any part of our logo.

10 Never use the full colour logo on a solid colour that is contained within our logo.

Do Don’tFlexibility is vital in our brand, but there are a few things we can do, and a few things we definitely shouldn’t do with our logo.

Examples of do’s and don’ts are shown opposite. Use your judgement displaying our logo, and never change it from the original master file.

Please don’t play on the Keepmoat word or create new logos – if you’re struggling to set a logo on a background or colour please speak to the group marketing team for help or any specific requirements.

1 6

7

8

9

2

3

Keepmoat

Logo do’s and don’ts

Our logo

5 10


Our colour palette has been designed to create a strong visual hierarchy within our brand and deliver an instantly recognisable brand presence.

Bright Lime, our primary colour, is eye-catching and contemporary. It should feature most prominently across all of our communications. We use it on all of our external covers – it’s our hero colour.

Alongside our Bright Lime, we also have a range of colours that represent our business in a professional and confident way. Dark (text) Grey is used for all of our copy.

Please note: The RAL colours are as close a match as possible. Always check these against a colour swatch or speak to group marketing.

Our core colours

Dark (text) Grey C0 M0 Y0 K70 R100 G99 B99 Pantone Cool Gray 10 C RAL 7012

Bright Lime C34 M0 Y100 K0 R190 G214 B0 Pantone 382C RAL 1016

Blue C100 M68 Y7 K30 R0 G52 B120 Pantone 294C RAL 5002

Amber C0 M36 Y78 K0 R238 G175 B48 Pantone 143C RAL 1006

Bright Purple C20 M100 Y9 K42 R133 G0 B87 Pantone 235C RAL 4006

Our colours

Black (digital text) C0 M0 Y0 K100 R0 G0 B0 Pantone Process Black C RAL 9005


Alongside our core colours, we have a secondary palette made up of eight colours which can be used across our brand.

Care should be taken to ensure the right balance is achieved in all of our brand work, and our secondary palette shouldn’t be used on covers or external signage or banners. It’s intended to be used within documents, brochures and graphic devices.

Our secondary palette

Mint Green C66 M0 Y39 K0 R79 G186 B173 Pantone 563 C RAL 6034

Bright Blue C63 M0 Y0 K0 R76 G194 B241 Pantone 297 C RAL 5024

Autumn Gold C13 M37 Y80 K26 R181 G137 B56 Pantone 1255 C RAL 1005

Warm Red C0 M92 Y60 K6 R220 G44 B71 Pantone 192 C RAL 3018

Dark Lime C75 M15 Y100 K8 R68 G146 B51 Pantone 7740 RAL 6037

Light Blue C100 M25 Y7 K22 R0 G113 B165 Pantone 3005 RAL 5019

Dark Purple C64 M100 Y29 K42 R86 G23 B73 Pantone 7652 RAL 4007

Orange C0 M69 Y78 K0 R237 G106 B61 Pantone 7578 C RAL 2008

Our colours52 Keepmoat Brand Guidelines

Our secondary palette do’s and don’ts

1 Ensure that when using our secondary palette, bar charts and graphs are kept simple. The visuals should speak for themselves and not be confusing to the eye.

2 Strike the right balance when using secondary colours for pie charts etc. Tonal values are preferred to a solid primary and secondary colour combination.

3 Solid block colours should be used within tables.

4 Brochure or presentation covers should never feature colours from the secondary palette. They are only to be used within collateral.

5 Never use our colour blends within a chart or graph.

6 Don’t add more colours than necessary.

Do Don’t

4

5

6

1

2

3 %

Freehold properties

2

Long leasehold properties

Over the term of the lease

Plant, equipment, fixtures and fittings

10-50

%

Freehold properties

2

Long leasehold properties

Over the term of the lease

Plant, equipment, fixtures and fittings

10-50

01 03 03 04 05

Our colours

Divider Page – PlainSubheading


The typography we use should be clear and easy to read, sticking to consistent rules so that it all looks pleasing to the eye.

Calibri is used for headers and sub-headers across our brand, and Frutiger is used for body copy and content in print including signage and large-format items. Both of these fonts can be used in light, regular and bold weights for emphasis. Noto Serif adds a little flexibility into our brand, and is used for certain sub-headers and pull-out quotes.

For digital and internal use, where typeface options are limited, Verdana should be used for headings alongside Arial for general body copy.

Our typographyFor headers and sub-headers we use Calibri, in either bold or regular. Details of how we set Calibri in print can be found on page 62 later in this guide. ABCDEFGHIJKLM

abcdefghijklm 1234567890@£$%^&*() ?

ABCDEFGHIJKLM abcdefghijklm 1234567890@£$%^&*() ?

Calibri Bold

Calibri Regular

Headers and sub-headers

Our typography56 Keepmoat Brand Guidelines

ABCDEFGHIJKLMabcdefghijklm1234567890@£$%^&*() ?


Body copy Quotes and pull-outs

For body copy, we use Frutiger 45 Light. We also have the option of using Roman and Bold if we need to differentiate sections of text, or where better stand-out is needed, such as over an image.

For pull-out quotes and captions, we use Noto Serif. Noto Serif Italic and Noto Serif Bold add a warmth to quotes and helps draw them out in designs, adding a slightly more human touch.

Frutiger 45 Light Noto Serif Italic

Noto Serif Bold

Frutiger Roman

Frutiger Bold







Using our typefaces online or internallyOnline headers and sub-headers

When we are designing for things online, or internally in PowerPoint or Word documents, we use a different range of fonts to ensure consistency.

For headers and sub-headers we use Verdana Regular and Bold.

Body copyFor body copy, both online and across internal documents, we use Arial Regular, or Bold when we need to highlight something.

Verdana Regular Arial Regular

Arial BoldVerdana Bold




Setting typographyThe intro copy will be nice and clear thanks to some more Calibri bold text. Please use this to draw the reader in and summarise the contents of the page.

Here’s a small sub-header

Which leads us nicely into the main paragraphs of body copy in Frutiger light, typically at 10/12pt. It’s worth recapping here on our new tone of voice which emphasises our passionate, positive and sincere approach whilst stressing our desire to be clear and friendly at all times.

A little more detail

Be sure to write copy that reflects our expertise and experience (without sounding patronising).

A few more tips

Always take the time to craft the copy, plan the structure of the content, read it aloud to yourself to be sure it flows. Then don’t forget to check it carefully and get someone else to check it too.

This is the main header in Calibri bold

“A carefully selected quote can have a real impact”.Person’s name,Status/title, location

2

1

3

4

5

Headers Calibri bold

Tracking at -20 with ‘optical kerning’, Leading set at 90% of the type size. E.g. 40pt / 36pt.

1

Lead-in paragraph Calibri bold


2

Small sub-headers Calibri bold


3

Body copy Frutiger Light


4

Pull-out quotes Noto Serif


5

Our typography

The way we set our typography is as important as the typefaces themselves.The page opposite gives an overview of how our typefaces should be presented.


We always need to be on the ball when it comes to promoting our brand, whether we’re sending emails, letters, handing out business cards or recording our voicemails.

This section will guide you through the specifics of our stationery in all its forms, and introduce you to the templates you should be using and how you should be using them.

Our stationery and templates

Our stationery

Keepmoat is the trading name of Apollo Property Service Group, a company registered in England and Wales with company no xxxxx, whose registered office address is at xxxxxx.

Dear Alan Sample

Fugitasp iduciet voluptate lacestionsed quibusdae pelis dolorit aut volori ut hilis voluptatem eos ma delicim agnatum se cus rest velent officiis quas aliquis di doluptas eaquam sin parum eum si natium inctur sunt quat ommoditibus dolupicius, est aspiet fuga. Itas dolesequo tem fugit, ulliquo qui rem fugiti vel.

Ium est quam susdaeria il is simint aliquia voluptatium iur reseque nam que doluptur si aut aliatem dolor sum eos natium quae natus, quo ium il idelent aut is doluptu rectotatur? Qui blabore stinvellore, sit quam et acepratis eatumqui apid mo bearupt ataquas utatia volupta que quas que nobit, ut rem et pro con cum qui sit que cus eatur? Qui que solorem nihicie tusanimus dolorro velenis mos simollaboria culpa ni cus qui a dolessitate omnissum ad que aut landiti busanis qui nim sust aut omni beates ea de sum aut el.

ium est quam susdaeria il is simint aliquia voluptatium doluptur si aut aliatem dolor sum eos natium quae natus, quo ium il idelent aut is doluptu rectotatur? Qui blabore stinvellore, sit quam et acepratis eatumqui apid mo bearu volupta que quas que nobit.

Qui que solorem nihicie tusanimus dolorro velenis mos simollaboria culpa ni cus qui a dolessitate omnissum ad que aut landiti busanis qui nim sust aut omni beates ea de sum aut el.

Ium est quam susdaeria il is simint aliquia voluptatium iur reseque nam que doluptur si aut aliatem dolor sum eos natium quae natus, quo ium il idelent aut is doluptu rectotatur? Qui blabore stinvellore, sit quam et acepratis eatumqui apid mo bearupt ataquas utatia volupta que quas que nobit, ut rem et pro con cum qui sit que cus eatu.

Yours sincerely,

Name Surname,Job title

Alan Sample31 Sample RoadSample TownSampleSA1 2MP

15 September 2015

KeepmoatThe Waterfront Lakeside BoulevardDoncaster DN4 5PL

01302 347600

Keepmoat.com

KeepmoatThe WaterfrontLakeside BoulevardDoncasterDN4 5PL01302 347600keepmoat.com

With Compliments

Keepmoat is the trading name of [Apollo Property Service Group], a company registered in England and Wales with company no xxxxx, whose registered office address is at xxxxxx.

With Compliments

Keepmoat is the trading name of Apollo Property Service Group, a company registered in England and Wales with company no xxxxx, whose registered office address is at xxxxxx.


01302 347600

Keepmoat.com

Business card Bi-lingual business card


01302 347600

We areStraightforwardPassionateCollaborati veCreati ve


01302 347600

Alan SampleProject Manager

M. 07947 123 456T. 01302 000002E. [email protected]

keepmoat.com

KeepmoatThe Waterfront Lakeside BoulevardDoncasterDN4 5PL

01302 347600

Comp slip

Letterhead

Email footer

*Just your name,

no titles, no honours

e.g. BSc Hons please

*

Alan SampleProject Manager


keepmoat.com


01302 347600

*

Keepmoat is a trading name of the Keepmoat group of companies. This email is issued by a Keepmoat group company. The Keepmoat group companies include, among others: Keepmoat Regeneration (Apollo) Ltd (company number 1243933); The Keepmoat group companies include, among others: Keepmoat Regeneration (Apollo) Ltd (company number 1243933); Keepmoat In Partnership Ltd (company number 4136817), Keepmoat Regeneration (Bramall) Ltd (company number 1467161); Keepmoat Regeneration (FHM) Ltd (company number 629404); Keepmoat Limited (company number 1998780), Keepmoat Homes Limited (company number 2207338); Keepmoat Property Services Limited (company number 6182287) and Keepmoat Regeneration Limited (company number 1738371) which have their registered offices at The Waterfront, Lakeside Boulevard, Doncaster DN4 5PL. All of these companies are registered in England and Wales.

Please consider the environment before printing this email. Be green; keep it on screen.

Alan SampleJob Title

*

Alan SampleRheolwr Prosiect


keepmoat.com


01302 347600

*


PowerPoint Telephone voicemailWe have a range of pre-designed PowerPoint templates that carry our new branding

It’s not always possible to answer your phone. But we can make sure we leave a professional voicemail message

These are available from group marketing.

Our stationery

Firstname Lastname Job title here



Cover PageSub heading

Divider Page - PlainSub heading

Occullen dipsapiendae voluptas aci atiam, aut volesecullam hillia delecatur seque id moluptatinus aut doluptatios dentem nectem eosapis rest omnis digendigenda deste cor reprerrovit volorit, velendandit et odic te eate es cus, si aut aliae porro ipidunt. Cusdae volorib eruptatem as nobitiaerrum que et praest mos nonseque rempore porroria

Text pageSub heading

“volorib eruptatem as nobitiaerrum que et praest mos nonseque rempore porroria”

Occullen dipsapiendae voluptas aci atiam, aut volesecullam hillia delecatur seque id moluptatinus aut doluptatios dentem nectem eosapis rest omnis digendigenda deste cor reprerrovit volorit, velendandit et odic te eate es cus, si aut aliae porro ipidunt. Cusdae volorib eruptatem as nobitiaerrum que et praest mos nonseque rempore porroria

“volorib eruptatem as nobitiaerrum que et praest mos nonseque rempore porroria”

Text pageSub heading

25% XYZ75% XYZ

No Answer Message “Thank you for calling NAME JOB TITLE. I am currently away from my desk. Please leave your name, number and a brief message and I will call you back as soon as possible.”

Busy Message “Thank you for calling NAME JOB TITLE. I am currently on another call. Please leave your name, number and a brief message and I will call you back as soon as possible.”

Office Closed Message “Thank you for calling NAME JOB TITLE. Our offices are now closed. Opening times are Monday to Friday 8:30am to 5pm. Please leave your name, number and a brief message and I will call you back during office hours.”

Out of Office Message “Thank you for calling NAME JOB TITLE. I am out of the office today. Please leave your name, number and a brief message and I will call you back during office hours.”

Mobile Message“Thank you for calling NAME JOB TITLE. I am currently unable to take your call. Please leave your name, number and a brief message and I will call you back as soon as possible.”


Each element of our brand has been carefully considered, helping to tie everything together. Our icons can help where images or illustration aren’t appropriate. The style of our icons should remain consistent, and we have a few basic rules to follow if you ever need to create your own.

Corners of shapes should never be sharp. Instead they should be rounded without being too soft. All of our icons should be clear, simple and easy to understand – avoid over complicating shapes and elements, the simpler the better. They should work comfortably both big and small, and help portray a friendly and intelligent look.

Please note: icons within brand communications should not be used without sign-off/approval from group marketing.

IconsOur icon style

Our icons68 Keepmoat Brand Guidelines

When we are talking among ourselves, we can afford to let our hair down a little.We have a range of assets specially designed to help us make our internal comms work their hardest.

Firstly, we have another ‘script’ typeface that we can use in a playful way to annotate and enhance our messages, whether it’s trying to communicate, helping to further explain a point, or give another angle on something. It’s fun, playful and engaging. But don’t over use it.

Alongside our internal annotations, we have a style of doodles that we can use to illustrate certain points quickly and easily. Sometimes a picture can speak a thousand words or quickly get a point across.

Examples of how these two internal elements can work together are shown on the opposite page.

Please note: illustrations within brand communications or any new designs should not be used without sign-off/approval from group marketing.

When we’re talking internally

We are committed to building long-term partnerships to deliver high qualitycommunity regeneration solutions.

We really care

We’re in it for the long-run

P laces where people love to live, work and play

Built for life

We repair and maintain properties

We invest in sustainability

3,500Over

people working together across the UK

Pea Sara

Our doodles

Bringing it together

ABCDEFGHIJKLMN OPQRSTUVWXYZ

abcdefghijklmn opqrstuvwxyz

1234567890We help people find their perfect homes

We build safe places for retirement

Internal communications

That’s what

it’s all about.


Graphic brand flagsAt the heart of our brand sit our graphic flags. These represent the layers that run through our business. They’re the cherry on top, allowing us to stand out from the crowd, giving us an ownable and recognisable style across all our communications. They are made of simple shapes, all based on angles of 45°. Care should be taken to make sure the balance is right when using our flags. They should be prominent, but not get in the way. The next few pages give examples and some best practice advice on how they should be used.

45 °

Building inspiring spaces for learning

Education Solutions

Responding to community needs

Property Services

Graphic flags72 Keepmoat Brand Guidelines

Lime is our primary colour, and as such we should predominantly colour our flags using the green blend as below. This is especially true when designing covers or exhibition graphics. When we get to the internal spreads of a brochure, or PowerPoint, then it’s okay to start to use our other colour blends to add interest and difference between spreads and pages, as seen on the following pages.

Our colour blends

Bright Lime C34 M0 Y100 K0 R190 G214 B0 Pantone 382C

Dark Lime C75 M15 Y100 K8 R68 G146 B51 Pantone 7740C

Blue C100 M68 Y7 K30 R0 G52 B120 Pantone 294C

Light Blue C100 M25 Y7 K22 R0 G113 B165 Pantone 3005C

Amber C0 M36 Y78 K0 R238 G175 B48 Pantone 143C

Orange C0 M69 Y78 K0 R237 G106 B61 Pantone 7578C

To give our graphic flags depth, we have a special palette of blends that we colour them with.

Dark Purple C64 M100 Y29 K42 R86 G23 B73 Pantone 7652

Bright Purple C20 M100 Y9 K42 R133 G0 B87 Pantone 235C


Getting it right

Putting the heart back into regeneration

Regeneration Services

Bringing education to the foreOur plans for 2016

Getting the balance rightPredominantly, our green blend should be used most of the time, especially on covers of literature, exhibition graphics, presentations etc. For internal communications always use our blue blend. On inside pages, you’ve the freedom to use a range of graphic flag colours.

Images and photography can also be housed in our graphic flags, helping us to make our designs more engaging.

When we are using photography, care should be taken when cropping to make sure our designs have impact.

Occasionally, where it helps us tell a story or works more effectively, parts of images such as people, can break out of our graphic flags, adding to the layered look and building depth and interest as shown opposite.

Never put text or logos in the graphic flags. They should always be used as stand alone devices.

Graphic flags



Property Services Pis esto dolupti nisquib erorpost, volestis eseditatecae excepeliqui consequatur? Soluptis ipiste nis quid quasin nullant apidipsa dolore et a excerio to offictibus il endit est adipsus maio. Git fugit ute qu.

Working together Caerorehendam reiciumquae nonempor sendus expelit maximet endiaep eriones siniaectur sit, quo bla simi, que laut laut que voluptatio optasperum que qui vellati acillibust aborem quat accullu picaborpore que digenih ictotate re cusam, qui venditatum debit.

Want to do more? Videm fugit aut estio cuptaqui qui omnihil igniam evelentur.v

More for you Arcit lab imolorrum, utessectur, simusam sum est es sitat rerorem simaio verunt fugia venisquatis necatiusda cuptibus nimi, odi cuptatas et re nulpari onsequi dolupta tusciandunt, omnihil exerfer untist hariore senimin nonsequas

Improving your work environment

Help us shape your area

Proudly working together

ANother logo

Bui

ldin

g

Com

pany

Creating better environments

FOCUSIssue 6 - Summer 2015

Dave Sheridan gets stuck in

Focus on Settle

On your bike

More award wins

Lorum ispum Page x

Extra care - central region page X

Seacroft cycle to work page X

Yorkshire Homes and Whistler Walk, London both winners page X

Green is our colour on front covers

For internal use, always use blue

For inside pages, you can vary the colours

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Getting it wrongKnowing when too much is too muchWhen using our graphic flags, care needs to be taken to ensure that we get the balance right. Usually, up to two flags is enough on any one page or design.

It’s easy to get carried away. All of the examples opposite show what too much looks like. Designs like this devalue our brand.

There is a simple list of rules to follow:

• Keep things simple, usually two flags is enough

• Keep colours simple, stick to one colour on any one page or spread, or two at a maximum

• Be careful with your crops, make sure flags or heads aren’t cut off

• Green is our go to colour, always use green on our covers. Except for internal communications – then it’s blue

• Don’t change the angle of our flags, always stick to 45°

• Don’t put any text or our logo in the graphic flag.

Building inspiring spaces for learning

Education solutions


Property Services

Putting the heart back into regeneration

Southern Region

Regeneration Services


Bringing education to the foreOur plans for 2016

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Improving your community

Help us shape your area

Proudly working together

ANother logo

Bui

ldin

g

Com

pany


Internal newsletter

Examples

Our brand examples

We are

PassionateWe care about what we do. We put pride and energy into delivering results.

We give the best on every job, so more people can enjoy living in safe, happy communities and homes.

25119 Brand launch banner 1000x2280 @25% Set 2 V2.indd 4 07/10/2015 14:01

Banners

Notebook

We are committed to building long-term partnerships to deliver high qualitycommunity regeneration solutions.

We really care

We’re in it for the long-run

P laces where people love to live, work and play

Built for life

Keep scribbling !

25157 A5 Notebook AW.indd 1 05/10/2015 15:12

Working at the heart of communities We believe in regenerating communities from within and working with residents to discover their needs.

25218 A1 Posters AW.indd 10 02/11/2015 16:17

Our Values

Straightforward Passionate Collaborative Creative

25119 Brand launch banner 1000x2280 @25% Set 2 V2.indd 6 07/10/2015 14:02

To attract, develop and engage our peopleYou matter to us. Whether you’re on a building site, in an office building or enjoying your tea break, we want you to have a long, successful future with us. So we’ll do our best to provide the support, training, recognition and inspiring work environment.

Our strategic business objectives

25119 Brand launch banner 1000x2280 @25%.indd 5 23/10/2015 10:03

A3 cover

FOCUSIssue 6 - Summer 2015

Dave Sheridan gets stuck in

Focus on Settle

On your bike

More award wins

Lorum ispum Page x

Extra care - central region page X

Seacroft cycle to work page X

Yorkshire Homes and Whistler Walk, London both winners page X


If a picture is worth a thousand words, we need to be sure that ours all tell the same story. We want our images to reflect our commitment to building communities and transforming lives; so they should be honest, appropriate, and of the highest quality.

Every image counts

Integrity The photos we use should always be natural and genuine – we don’t go for cheesy grins or forced poses. Models should be representative of the target audience and should appear unaware of the camera, as if we’re glimpsing their real lives.

QualityOur images should follow the rules of good photography, with natural light balance and clear, crisp focus. We should never use out-dated images or stock photography that does not come from our library.

PositivityEvery image should have a happy, optimistic feel about it. Scenes should be styled to meet the needs of the audience, with some aspirational details. The idea is to inspire the viewer, making them feel welcomed and included.

SafetyWe must always ensure that Safety, Health, Environment and Quality (SHEQ) team policies are being followed within the photographs and videos we use. It’s important to always show that our staff and worksites are adhering to standards, from correct uniforms to appropriate site accommodation. If you’re unsure, consult the SHEQ guide or contact the team.

Photography82 Keepmoat Brand Guidelines

Getting it rightUsing images is fundamental to communicating the features and benefits of our products to our employees and customers.

General rules

• Light is vitally important. Please ensure that natural light is used to give an impression of space and realistic conditions with a positive tone

• Use interesting crops

• Be aware of what is in the background

• Show real people in real situations and be believable

• Models should not look directly into the lens, they should appear unaware of the camera

• Properties should appear lived in but not over propped.

Create kerb appeal

• Shoot from a low perspective to allow the building to command the image

• Identify detail that emphasises the dynamics of the building.


Getting it wrong

Photography

The wrong image can change the whole dynamic of the communication. Here’s some guidance on what to avoid.

General rules

• Make sure health and safety guidelines are adhered to at all times and the correct PPE is being worn. Contact your SHEQ advisor if you are unsure

• Don’t shoot dark skies or use photography that has been taken in adverse weather conditions

• Prop realistically – don’t over prop or use props with little tonal contrast

• Show real people in real situations but be believable, do not use shots that feel staged.

Create kerb appeal

• Avoid untidy street scenes, such as too many parked cars, passers-by or other unnecessary objects in the foreground.


Our tone of voice: it’s all in the way we say it

Tone of voice

Why do we need a tone of voice?Defining a tone of voice – what we say, and how we say it – helps us communicate our brand values to our customers, colleagues, stakeholders and anyone reading anything we produce. It also means our writing is consistent, accessible, interesting and easy to read.

Our aim is to convince readers that everything we produce is written by the same person – an expert friend, who understands their situation and is ready to help.

This short guide sets out some basic principles and provides practical guidance on how to write and structure your copy.


Our overall tone of voice should be a reflection of our key brand values:

We’re passionateWe believe passionately in what we do and this should shine through to readers with compelling copy that’s interesting to read. How we say something is just as important as what we’re saying.

We’re sincereIf we want readers to believe what we’re telling them, we need to write with honesty and integrity at all times. We should never make wild over-claims – no one likes a show off, and proof should be provided where possible.

We’re knowledgeableWe know what we’re talking about – but never in a know-it-all, arrogant or condescending way. As experts, we should always provide the right level of detail for each reader, and even if the content and choice of language change slightly for different audiences, it should always feel like it’s from us.

We’re positiveWe’re enthusiastic about everything we do – but we’re never over the top. We always look on the bright side and have a positive, optimistic view of the world – remembering to be realistic. Wearing rose-tinted glasses in some situations could make your copy seem a bit unbelievable.

We’re friendlyWe’re a business built around people and personal relationships, and this should be reflected in your copy. Try to make your writing natural, warm, open and accessible. Remember, you’re not writing an essay or a letter to the bank. You should always be professional, but don’t be too stuffy – relax your language and write like a human being.

Sincere Positive RealisticKnowledgable ClearFriendly

What’s our tone of voice?

Tone of voice

Passionate

We’re clearWe use simple, everyday language – even when we’re talking to those in the trade. We never waffle. Instead we keep things short, we get to the point and structure content to help readers find what they’re looking for quickly.

We’re realistic We have to balance out all of the above points to give us credibility. Yes, we have passion in everything we do, but we’d never write, ‘we have a passion for laying breeze blocks’. Yes, we’re knowledgeable but we’d never say, ‘we know everything’. Over-claiming undermines our integrity and sincerity.


Tone of voice

Our approach to writingTo add consistency to our writing, it helps if we all adopt the same approach. Here are a few things to remember when writing anything for us.

Shorter is always better Big blocks of text are often difficult to read. Get quickly to the point, aim for short sentences – 12 to 15 words max. Where possible keep paragraphs short. It’s also a good idea to vary the length of your sentences to keep your writing interesting.

Use active verbsUsing active verbs helps keep our writing lively, warm and interesting. Passive verbs make your copy sound impersonal, distant and stuffy.

Passive: The development was built by the contractor

Active: The contractor built the development

Use simple wordsAlways choose the simplest word you can – no one is impressed by big words. They just make your writing harder to read.

Write ‘quick’ not ‘expeditious’

Write ‘get’ not ‘obtain’

Write ‘skills’ not ‘proficiencies’

British spellings pleaseAs a UK company we should always use the right spelling. We organise – American’s organize. Make sure your document is set to English (UK) and if in doubt, Google the UK spelling.

CapitalisationPlease don’t put random capital letters in your copy. They belong at the beginning of sentences, on proper nouns (names, places, etc...) and on specific people’s job titles. John is an Engineer – but we talk about our site management team in lower case.

HeadlinesPlease write headlines in sentence case i.e. think of it like a sentence so the usual rules on grammar and capitalisation apply. However, don’t use full stops – unless you want the headline to read as two or more (very short) sentences. For example ‘Site security. Getting it right.’ Remember if it’s a question, it must have a question mark.

We’re a ‘we’ brandWhen using the company name we say ‘Keepmoat is…’ as we want to use the correct grammatical approach (‘Keepmoat’ is a singular entity even though there are thousands of us). We can soften this by saying ‘We are’ when it feels right, for example ‘We are a business that works hard to build communities.’

We’re a ‘you’ brandWhere possible, it’s nice to talk directly to the reader – so rather than saying ‘we can help people get their first home’, try saying ‘we can help you get your first home’.

ContractionsUsing contractions will make your copy feel more natural. Please write we’re rather than we are, you’ll rather than you will, and they’re rather than they are.

There, their or they’re?Getting these wrong is a little embarrassing. There is a place – their means it belongs to them – they’re is a contraction or a shortening of ‘they are’. Here’s a single sentence to explain them all: they’re playing their trumpets over there.

Its or it’s?Its is the possessive form of it e.g. we love its colour.

It’s is a contraction on ‘it is’ or ‘it has’ e.g. it’s got a lovely colour.

Your or you’re?Use ‘your’ when something belongs to them – note that ‘yours’ doesn’t have an apostrophe. e.g. ‘Always remember to clean your tools and equipment after you use them.’

You’re is a contraction of ‘you are’. e.g. ‘You’re responsible for keeping the working area clean and safe.’

ApostrophesThere are three reasons to use an apostrophe:

1. To show something belongs to someone or something (a noun) e.g. ‘It is the contractor’s responsibility to contact the site manager’. If the word is plural and has an s, just add an apostrophe to the end – no need for the extra s – e.g. James’ career or the business’ objective. Watch out for plurals without an ‘s’ e.g. children’s playground.

2. To show it’s a contraction and some letters are missing e.g. words such as don’t can’t wouldn’t are contractions of do not cannot and would not.

3. In very specific situations use an apostrophe to avoid confusion e.g. the words Do’s and Don’ts shouldn’t technically have apostrophes but when shown without – Dos and Donts – the words look unusual.

Style guide Colour vs colorReflect the pride we have in our brand

* * Check the context * *


Speech marks and inverted commasOnly use speech marks for direct quotes that someone actually said – and to add emphasis to something, use ‘inverted commas’.

DashesUsing dashes in your copy is a great way to make your writing flow better and sound more natural – they’re great for adding an extra thought at the end of a sentence.

AmpersandsOnly use these when it’s part of a company’s name or when talking about things that are fundamentally linked e.g. H&S, L&D.

NumbersThe general rule for numbers is to write anything up to ten in full, and 11 upwards is written as digits – although headlines can be more flexible with 1-10.

If your figure is in thousands, please use a comma e.g. 1,400 – and don’t be afraid to write million or billion if you need to – or £3m for shorthand when talking about money.

Bullet pointsThese are great for breaking up lists and making your copy more accessible – but let’s be consistent with how we format them.

If the title forms the start of a sentence, which each bullet finishes, please end the title with a colon and don’t capitalise the first letters of the bullets – for example:

Tonight’s agenda includes:

• the future in sustainable building

• how trees can affect a community.

But if the bullets don’t follow on from the title, each one should start with a capital letter.

On the agenda tonight:

• The future in sustainable building

• How trees can affect a community.

As a rule we only put full stops on the final bullet point.

And another thingFor consistency we’d like showhome, housebuilder and subcontractor all written as single words, as they are here.

Take your time – make sure you have enough time to do a proper job – it won’t be as good if you rush and you’re more likely to make mistakes.

Keep it short – see how many words you can remove and it still mean the same thing.

Keep it simple – take out or change any words that you wouldn’t say in a normal conversation.

Plan your structure – work out a logical order of information.

Write naturally – read it out loud – how does it flow?

Make it scanable – use clear subheads to break up big bodies of text.

Spell check – everyone makes mistakes, but to avoid them make sure spellcheck is turned on – but remember it won’t pick up typos like from/form.

Take a break – try distracting yourself with another job, or even give it the overnight test, and when you come back you’ll be able to read it with fresh eyes.

Print it out – it can often be useful to print out a copy and check it over away from your desk.

Show someone else – get someone else to proof your copy for style, content and errors – and listen to their feedback.

Tips for better writing

Don’t write amongst

Don’t write whilst

Don’t write in American English

Don’t put the www.

Don’t write co-operate and co-ordinate

Don’t write percent or per cent

Don’t write should of

Don’t write in the passive voice

Don’t swap from have to had mid sentence

Do write among

Do write while

Do write in UK English

Do write web addresses

Do write cooperate and coordinate

Do use the % symbol

Do write should have

Do write in the active voice

Do keep your tense consistent

Do use apostrophes correctly – if unsure please refer to this guide

Do’s and don’ts

Tone of voice96 Keepmoat Brand Guidelines

Dual brandingThere are times when we partner with another brand, and need to demonstrate our allegiance.

Ideally, where possible, and if appropriate for the partnership, our Keepmoat branding should lead.

Care should be taken to ensure the relationship between our own, and our partner’s logo or brand represents our partnership.

Each case is different, but the page opposite shows how this can work successfully, and create a nicely balanced set of brand collateral that both parties will be happy with.

If you’re unsure about any aspect of dual branding, please speak to the group marketing team.

Case study

Project Name

An exciting new development brought to you by



Homes


Creating a vibrant community for you

Working in partnership with



Banner frames


Regeneration proposal

Project Name


Dual branding98 Keepmoat Brand Guidelines

Sustainability is one of our core considerations.

We’re always looking for the best ways to reduce our environmental impact and leave a positive legacy behind us. You can help, even when printing and producing communications, in lots of small ways.

Sustainability and ethics Leaving a positive legacy

Thinking before printingCould you send that document as a PDF in an email instead? Does everyone on your team really need a copy?

Make the most of each sheetCreating double-sided prints is easy and can save a lot of paper if it’s a large document.

The power of black and whitePrinting documents without colour or in draft quality reduces the amount of toner you use, making it last longer.

Recycling and reusingAn obvious one, but key to reducing waste and stopping us adding more to landfills. You could also consider printing on recycled paper if it’s appropriate for the job.

Sustainability and ethics100 Keepmoat Brand Guidelines

Don’t forget to check…Ensure that you’re keeping on brand and covering all the essentials with these handy checklists.

If you don’t feel you can say “yes” to any of these items, refer back to the detailed section or contact the group marketing team for advice.

Overall, does your work:

reflect the Keepmoat vision of ‘Building communities. Transforming lives’?

embody our values of being straightforward, passionate, collaborative and creative?

cover the Keepmoat essentials: safety, quality, customers, people, and sustainability?

represent us as an authoritative, knowledgeable, reliable market leader with a strong heritage?

Do your images:

appear genuine, showing real people in believable scenarios?

show our employees and customers following SHEQ standards?

feel positive, warm, and welcoming?

Does your copy:

sound friendly, positive and sincere?

use plain English and straightforward language?

avoid using technical terms our audience might not understand?

Our identity:

does the logo follow the rules outlined on page 48?

are our brand colours used appropriately?

have you used the correct typefaces for your copy?

are your pages structured properly?

Don’t forget102 Keepmoat Brand Guidelines

Any questions? Here’s who you need to speak to

Who to ask104 Keepmoat Brand Guidelines

If you’re looking for help, advice or approvals, this list covers all our experts on Keepmoat branding. They’ll also be able to point you in the direction of further guides that may come in useful.

For more information on the guidelines or for any advice or help, please speak to the relevant team:

Brand Helen Tong Tel: 07580 861723 Email: [email protected]

Digital Paul Patterson Tel: 07814 376716 Email: [email protected]

For more information or templates on the following requirements, please contact group marketing:

Bid templates

SHEQ guidance

Site setup guide

Group marketing

Supplier guidelines.

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