brand identity guidelines - GDR GroupThe Shirlaws brand is like no other brand Born out of the...

brand identity

guidelines

SHIRLAWS BRAND GUIDELINES – V8.0 Copyright © 2012 Shirlaws. All Rights Reserved.

03 Love business

04 Introduction to the new Shirlaws brand

05 About these guidelines

06 Introduction to the brand system

07 Basic Elements – Logo

08 Basic Elements – Clear Space Requirements

09 Basic Elements – Primary Colour

10 Basic Elements – Use of Primary Colour

11 Basic Elements – Secondary Colour

12 Basic Elements – Pre-printed Typefaces

13 Basic Elements – Internal Typefaces

14 Application – The Baby Image

15 Application – Photography

18 Application – Letter writing

19 Application – Coaching Programme

20 Application – Editable Templates

27 Application – Letterhead Dimensions – UK, NZ and Australia

28 Application – Business Card Dimensions – UK, NZ and Australia

29 Application – Letterhead Dimensions – US

30 Application – Business Card Dimensions – US

31 Application – Paper Specifications

32 Application – Print Guidelines

33 Artwork and Templates

34 Application – Powerpoint Templates

Brand GuidelinesC O N T E N T S

Love businessWe all do. We love our brand and we live it too. It’s important that we take care of it, nurture it. Together, we share a real passion for what our brand means – and a responsibility for its management and evolution.

The Shirlaws brand is like no other brand Born out of the desire to give our clients better experiences in both their business and personal lives, the Shirlaws brand aims to occupy a unique and special place in their hearts as well as their minds.


Shirlaws is an evolving brand. The Shirlaws

brand positioning can be summed in two small

words with a hugely significant meaning –

Love business. These words, these feelings

are at the heart of the Shirlaws brand.

Everything we do is true to this positioning.

“Love business” applies to our clients experience

of Shirlaws at every touchpoint. It is not enough

to simply make a difference in our clients lives.

We must make that difference a profound one.

The personality of the Shirlaws brand is also

important. Our personality is encapsulated in

the words “nurturing”, “caring”, “responsible”

and “honest”. All our Shirlaws initiatives should

help to develop this personality for our brand.

This will make it more competitive and more

appealing to our clients.

The Shirlaws brand represents all of our

commercial activities under one banner –

it gives us a single powerful voice. Not only

does it signal our presence, and convey our

reputation, but it also sets us apart from our

competitors. Our brand should add value to

everyone that uses it. That is why we have

made a significant investment in creating the

right image. These guidelines show you how

to take maximum advantage of that image –

clear and consistent use is vital.

Creating a strong brand is much more than

just the right name and logo. It is shaped by

experiences with the brand that exists only in

the minds of people. Using the brand correctly,

as explained in these guidelines, is a great

starting point. The rest comes when we deliver

“Love business” experiences and solutions to

our clients.

Together, we share the task of managing the Shirlaws brand.

The Shirlaws BrandI N T R O D U C T I O N


The Shirlaws brand unites us under one banner

and gives us a single, unique and powerful voice.

As we continue to broaden our activities and

compete in an ever more crowded market, our

visual identity which includes our corporate logo

and recognisable identity elements such as colour,

become an integral part of our success. Not only

does it signal our presence, it sets us apart from

our competitors.

These guidelines have been written for you as

a Shirlaws team member, because you make

a direct contribution to the success of the

Shirlaws brand.

Good use of our brand elements is vital –

it will help us achieve our goals.

These guidelines provide key instructions for

the general use of the Shirlaws brand ‘Logo’ and

rules covering its application to a number

of standard items.

These guidelines should be used to familiarise

coaches and suppliers with the rules for the use of

the Logo and other basic identity elements.

I m P O R T A N T N O T E

When referring to Shirlaws in any written context,

always use upper and lowercase letters, ie.

always use a capital “S” and lowercase letters

for the rest of the Shirlaws name. Never use the

Shirlaws name with all uppercase or all lower

case characters.

Visuals and templates of the new Shirlaws

branding material can be found on the Shirlaws

Portal under blue operations/marketing.

C O N T A C T

For further information about anything contained

within these guidelines, please contact:

Claire Howell

Group marketing

Tel: +44 7785 625598

Email: [email protected]

The Shirlaws BrandG U I D E L I N E S


The Shirlaws brand system comprises four

main components: the logo, colour, typeface

and photography.

The elements work together to create a

distinctive style which is recognisable as

belonging to Shirlaws.

Used correctly, all these components strengthen

the Shirlaws brand. Used incorrectly, they can

result in confused messages, a fragmented style

and a weakening of the brand. The correct use of

these elements is outlined on the following pages.

The Brand SystemI N T R O D U C T I O N

Barmenou s e t y p e

C R E A T I V E L Ysimplicity and good design will bring Barmeno to life

PANTONE®

267 CPANTONE®

158 CPANTONE®

369 C


The Shirlaws logo comprises two main

components: the logotype and the strapline.

The Shirlaws logo is the most frequently

reproduced and most important element of our

visual identity. It identifies and endorses all our

products and services.

The Shirlaws logo is unique and should not

be altered in any way. It must always be used

horizontally and never at an angle. There are

two versions of the logo: the basic one colour

logo (the preferred version), and the reversed logo

(only to be used in exceptional circumstances)

Accurate, sharp, precise presentation of our logo

is essential. It should only be produced from

electronic master artwork.

No version of the logo should be used

below 15mm.

Never re-draw or change the arrangement of the

logo elements. Never use any of the elements

independently.

Basic ElementsL O G O

Please do not do this

Standard One ColourShirlaws Logo

Logotype

Strapline

Reversed One ColourShirlaws Logo

Minimum Logo Size

15mm

Alternative Four ColourShirlaws Logo

The standard one colour Shirlaws logo must

always be produced in black on a white

background. Only in exceptional circumstances

may the reversed version be used.

The alternative four colour Shirlaws logo must only

be used when the tri-coloured band cannot be

used at the edge of a page due to print limitations.


Basic ElementsC L E A R S P A C E

The area surrounding the logo is also important.

A cluttered visual presentation reduces the

legibility of the logo and undermines is stature.

If type or graphics run across, or very close to the

logo, recognition of the logo is reduced. For this

reason we have established a ‘clear space’ area

around the logo into which no type or graphic

elements should intrude.

The logo should not be placed close to the edge

of paper or any other item or application.

Always observe at least the ‘minimum clear space’

around the logo, indicated opposite. The clear

space area should always measure the height of

the capital “S” in Shirlaws.

The clear space rule may only be waived in

the case of high impact display items such as

billboards and banners.

Type or image must not encroach the clear space area


The colours printed on this page and throughout these guidelines are not intended to match the PANTONE* Colour Standards.The PANTONE mATCHING SYSTEm is a worldwide printing, publishing and packaging colour language for the selection, marketing and control of colour.*PANTONE is a registered trademark of Pantone, Inc.

Basic ElementsP R I m A R Y C O L O U R S

The Shirlaws Colours form a distinctive part of the

Shirlaws visual style. The contextual coloured bars

represent a progression from thinking to feeling

to knowing. This is a vital part of our brand that

helps reinforce our coaching.

Care should be taken to maintain colour

consistency across all applications and to avoid

variations in shade and density on different

printing surfaces and through different

printing methods.

The Shirlaws corporate colours can be matched

using the Pantone matching System*.

The Shirlaws colours may also be reproduced

from the four process colours where special

colours cannot be used. See opposite for all

colour specifications.

Any printed materials should usually be printed

using special inks that match to the Pantone

colours shown here. When literature needs to

be printed in just a single colour, Shirlaws Black

should always be used.

When printing on uncoated stocks, always ensure

you specify the correct uncoated PmS colours, as

they differ from the coated PmS colours.

PANTONE® 267 C

PANTONE® 158 C

PANTONE® 369 C

Shirlaws Purple

Shirlaws Orange

Shirlaws Green

PROCESS

C = 90M = 100Y = 0K = 0

PROCESS

C = 0M = 50Y = 100K = 0

PROCESS

C = 50M = 0Y = 100K = 0

RGB

R = 85G = 62B = 150

RGB

R = 248G = 155B = 52

RGB

R = 115G = 182B = 76

MATCH TO:

COATED STOCKS UNCOATED STOCKS

OR:

PANTONE®

267 C

PANTONE®

158 C

PANTONE®

369 C

PANTONE® 267 U

PANTONE® 144 U

PANTONE® 376 U

PANTONE®

267 U

PANTONE®

144 U

PANTONE®

376 U


x1 x2 x3

Basic ElementsU S E O F P R I m A R Y C O L O U R S

The Shirlaws colours work together to create a

distinctive style which is recognisable as belonging

to Shirlaws.

Used correctly, colour strengthens the Shirlaws

brand. Used incorrectly, they can result in

confused messages, a fragmented style and a

weakening of the brand.

The Shirlaws colours work together to form the

Shirlaws style. They should always be used in

association with a large proportion of white to

create an impactful and exciting effect, except in

special cases which would require approval from

the marketing Director.

When using the Shirlaws colours together, care

should be taken to match the right balance as

indicated in the proporational chart shown here.

The formula is 1 part Shirlaws Purple, 2 parts

Shirlaws Orange, and 3 parts Shirlaws Green.

Always use the colours with a larger proportion of

white. Sufficient use of white space is important to

retain clear and consice messages.


The colours printed on this page and throughout these guidelines are not intended to match the PANTONE* Colour Standards.The PANTONE mATCHING SYSTEm is a worldwide printing, publishing and packaging colour language for the selection, marketing and control of colour.*PANTONE is a registered trademark of Pantone, Inc.

Basic ElementsS E C O N D A R Y C O L O U R S

The Shirlaws Secondary Colours can be used

when designing a broad range of product

information that incorporates more distinctive

colour boundaries.

Care should be taken to maintain colour

consistency across all applications and to avoid

variations in shade and density on different

printing surfaces and through different

printing methods.

The Shirlaws corporate colours can be matched

using the Pantone matching System*.

The Shirlaws Secondary Colours may also be

reproduced from the four process colours where

special colours cannot be used. See below for all

colour specifications.

Any printed materials should usually be printed

using special inks that match to the Pantone

colours shown here. When literature needs to

be printed in just a single colour, Shirlaws Black

should always be used.

When printing on uncoated stocks, always ensure

you specify the correct uncoated PmS colours, as

they differ from the coated PmS colours.

PANTONE®

PANTONE® 199 C

PANTONE® 300 C

Shirlaws Black

Shirlaws Red

Shirlaws Blue

PROCESS

C = 50M = 50Y = 50K = 100

PROCESS

C = 0M = 100Y = 62K = 0

PROCESS

C = 100M = 44Y = 0K = 0

RGB

R = 0G = 0B = 0

RGB

R = 219G = 12B = 65

RGB

R = 0G = 103B = 198

MATCH TO:


OR:

PANTONE®

BLACK C

PANTONE®

199 C

PANTONE®

300 C

PANTONE®

PANTONE® 199 U

PANTONE® 300 U

PANTONE®

BLACK

PANTONE®

199 U

PANTONE®

300 U

Process Black C Process Black U


Barmenou s e t y p e

C R E A T I V E L Ysimplicity and good design will bring Barmeno to life

Basic ElementsP R E - P R I N T E D T Y P E F A C E S

Barmeno is Shirlaws's pre-printed corporate

typeface, used for headings and sub-headings

on items such as stationery, models, flyers and

the web site. When designing any piece of visual

brand communication, Barmeno must always

be used.

This page aims to show how Barmeno can be

used to create different and distinctive typographic

styles. When using Barmeno, always scale it to

90% of it’s original width.

Combine different type sizes and letterspacing to

suit your particular needs when creating any piece

of communication. Remember that controlled and

consistent use of the typeface is needed on all

printed material as this will reinforce the Shirlaws

Brand Style.

Helvetica Neue 45 Light is Shirlaws's pre-printed

corporate typeface, used for large areas of text

on items such as models, flyers and the web site.

(Also used for the body copy of these guidelines)

When designing any piece of visual brand

communication, Helvetica Neue 45 Light must

always be used for the main body copy.


Arialu s e t y p e

C R E A T I V E L Ysimplicity and good design will bring Arial to life

Basic ElementsI N T E R N A L T E m P L A T E T Y P E F A C E S

Arial is Shirlaw’s internal corporate typeface, used

for writing letters, reports, emails and Powerpoint

presentations. When creating any piece of client

communication, Arial must always be used.

This page aims to show how Arial can be used to

create different and distinctive typographic styles.

Combine different type sizes and letterspacing to

suit your particular needs when creating any piece

of communication. Remember that controlled and

consistent use of the typeface is needed on all

printed material as this will reinforce the Shirlaws

Brand Style.


ApplicationT H E B A B Y I m A G E

The baby image perfectly captures the essence

of the Shirlaws brand. It sums up our nurturing,

and unconditional love we have for our clients’

businesses, as much as the unconditional love

that our clients have for their businesses. It also

reflects our core values of open, honest and fair.

“Love business” is emphasized through careful

use of this image. It must always appear in the

bottom right of any visual communication and

must never be altered in any way. When used

on external communications, the size of the

baby must not extend beyond half the width

of the page.

As with all other Shirlaws imagery, it can be

downloaded from the Shirlaws Portal:

Shirlaws. It’s our business, our baby.


ApplicationP H O T O G R A P H Y

Images connect brands with people.

They resonate, make a statement, capture

hearts and minds. Shirlaws’ image selection

achieves far more – these connect with our

products. And our products connect directly

with our clients, reinforcing our ‘box 6’

positioning. Our images form a strong visual

and emotional connection, evoking feelings of

Culture, Vitality and Alignment (matching the

words we attribute to the 3 colours - purple,

orange and green).

Each image comes in 6 different colourways.

You can download medium files of each image

from the Shirlaws Portal

NB. medium files are for use in Word documents

and Powerpoints. Large files are for commercial

printing only.



01 Sharing the Journey

04 Sharing the Excitement

07 Sharing the Frustrations

02 Kick Down the Walls

05 Capacity

08 Painting the Big Picture

03 Sharing the Achievements

06 Functionality

09 Six Steps

Images available



10 Context

13 Sharing a Love for Business

11 Sharing the moments

14 Sharing the Commitment

12 Sharing the Good Times

15 Capability


ApplicationL E T T E R W R I T I N G

When writing any piece of communication to

our clients, we must adhere to a set of basic

rules that will ensure consistency and convey

the Shirlaws brand as one of professionalism

and sophistication.

The letter seen here illustrates all details of how

to format our letters correctly, including correct

typefaces, sizes, line spacing and positioning.

When sending a letter electronically, always

use the original template provided in microsoft

Word format.

Shirlaws (UK) LtdFirst Floor, 34 Hill StreetRichmond, Surrey TW9 1TW

Tel +44 (0)20 8912 0230Fax +44 (0)20 8912 0231Web www.shirlaws.biz

REGISTERED IN ENGLAND

REGISTRATION NO. 4955952

5 January 2006

The Shirlaws TeamFirst Floor, 34 Hill StreetRichmond, Surrey TW9 1TWUnited Kingdom

Dear Team,

This purpose of this letter is to illustrate how the Shirlaws corporate letters should be formatted, to ensure the Shirlaws brand conveys professionalism and sophistication.

Always type letters using the Shirlaws internal corporate typeface, Arial Regular. Type should be set at 11pt cap height with with single line spacing. The left margin should always measure 35mm to range with the orange bar and the line length should not exceed 130mm. The letter should be started 50mm from the top of the page to ensure it remains visible in a windowed envelope.

Paragraphs should always be left aligned and never force justifi ed. Leave one line space between the date and the address. Leave 2 line spaces between the address and the salutation. Leave 1 line space between paragraphs, and keep paragraph lengths to a brief 2 - 3 sentences. This will make the letter easy to read, and ensure the recipient is attracted to read it.

The letter should be signed off with 4 line spaces between the “Yours Faithfully” and the authors name. The authors signature should appear just above the authors name. The authors title may appear under the name, in Arial Bold.

Any questions relating to the information presented here should be directed to myself, or Graham Bills at Think Feel Know.

Yours Faithfully,

Debbie Richardson


ApplicationC O A C H I N G P R O G R A m m E

When producing a Coaching Programme for a

client, always ensure the correct presentation

standards are met. This means making sure the

Coaching Programme is printed on Conqueror

CX22 Diamond White 120gsm.

The Coaching Programmes must always be a

landscape format, and bound along the top edge.

The Coaching Programme should always be wiro

bound, with an acetate cover, using a chrome

or silver wire. Never use plastic comb binding

systems as these look cheap and unprofessional,

diminishing the stature of our brand.

A strong white backing sheet should also be

used, to avoid a flimsy end product.

Coaching ProgrammeXYZ Business


ApplicationE D I T A B L E T E m P L A T E S

T I T L E P A G E

main Title: Arial Regular 48pt Black Subhead: Arial Regular 20pt Purple

DocumentHeadingStyleDocument subtitle

110mm

50mm45mm

85m

m

15mm

15mm

55mm

45mm

Main heading style

Subhead style

Document Title – Version Number. Copyright © 2006 Shirlaws. All Rights Reserved. Page 2

10

35mm

47m

m

10

1010

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green swirl heading

Date

October 2006

Author

Margaret Krause

Version

2.0

Change comments

Additional information andutilising new template



G E N E R A L G U I D E

Heading: Arial Regular 30pt Purple

Subheads: Arial Bold 13pt Black

Folio: Arial Regular 7pt

Swirl Headings: Arial Italic 11pt Green

main Body Copy: Arial Regular 10pt Black

Footer: Arial Regular 7pt Shirlaws Green

DocumentHeadingStyleDocument subtitle

110mm

50mm45mm

85m

m

15mm

15mm

55mm

45mm

Main heading style

Subhead style


10

35mm

47m

m

10

1010






green swirl heading

Date

October 2006

Author

Margaret Krause

Version

2.0

Change comments




T A B L E S P E C I F I C A T I O N

Tables may be used in a variety of configurations,

but must always be consistently drawn. Header

rows should be solid mid-grey with white type.

Horizontal gridlines should be 4pt thick and

coloured light grey.

Only use vertical gridlines where table cells are

merged vertically.

Table Headings: Arial Bold 11 or 12pt White

Table Body Copy: Arial Regular 9 or 10pt Black

45mm

Main heading style

Subhead style


47m

m

9



green swirl heading

Table head

Table body

Table head

Table body

Table head

Table body

Table head

Table body Table body TableTable body Table body

Table body Table body Table body Table body Table

Table body Table body Table body Table body Table

Subhead style

Table head

Table body

Table head

Table body

Table head

Table body Table body Table bodyTablebody Table body Table body Table

Table body Table body Table body Table body







10

10



U S E O F G R A P H I C S

Where possible, make sure all graphics and

diagrams match the width of the line length.

Diagrams should align with the left and right

margins (45mm from the left edge of the page

and 18mm from the right edge of the page.

1845mm

Main heading style


10

47m

m

1010





green swirl heading

1. Positioning2. Distribution3. Functionality4. Management Skills5. Succession

“feelings”

timeday 1 frantic

investgood times

payback

frustration

stressdisillusioned

proud

Start-up

Growth

Advanced growth

Plateau

Decline

Stages

1

2

3

5

4



B O X E D C O N T E N T

Box Headings: Arial Bold 12pt

Box bullet points: Arial Regular 8pt

Always use graphical boxes and arrows provided

in the Shirlaws Template Toolbar. A variety of

sizes and combinations are available. Do not

extend these boxes beyond the length of a page.

1845mm

Main heading style


10

47m

m

1010



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green swirl heading

Box Heading

• Box bullet point bullet





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Box Heading




B O X E D C O N T E N T

Each of the coloured box configurations are

avaialble in 3 sizes – quarter page, half page,

and full page. Always use the box graphics from

the Shirlaws Template Toolbar, as these are setup

in the correct colours and style.

Landscape versions of each box configuration

are also available. Boxes should not be extended

beyond the length of any page, but instead,

content may flow into a new box on a new page

where necessary.

Quarter Page Boxes





green swirl heading

Box Heading






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Half Page Boxes





green swirl heading

Box Heading









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Full Page Boxes


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green swirl heading


green swirl heading


green swirl headingQuarter Page Boxes Half Page Boxes Full Page Boxes

Box Heading

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Box Heading


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Box Heading

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Box Heading


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Box Heading

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Box Heading


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L A N D S C A P E D I m E N S I O N S

45mm

Main heading style

Subhead style


10

35mm

47m

m

10

1010




Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

green swirl heading

Date

October 2006

Author

Margaret Krause

Version

2.0

Change comments



ApplicationL E T T E R H E A D D I m E N S I O N S

U K , N Z & A U S T R A L I A

35mm 70mm 30mm

210mm

20mm 18mm 27.5mm 9.5mm

297mm

14.5mm

7mm

5mm

38.5mm

38.5mm

193.5mm

Shirlaws (UK) Ltd First Floor, 34 Hill Street Richmond, Surrey TW9 1TW

Tel +44 (0)20 8912 0230 Fax +44 (0)20 8912 0231 Web www.shirlaws.biz

REGISTERED IN ENGLAND

REGISTRATION NO. 4955952


ApplicationB U S I N E S S C A R D D I m E N S I O N S

U K , N Z & A U S T R A L I A

6.4mm

30.10mm 85mm

25.8mm

10.7mm

8mm

9.16mm 18.32mm 27.54mm

4mm

27.54mm 18.32mm 9.16mm

FRONT BACK 55mm

Joe Sample Mob +44 (0) 7836 265 688 [email protected]

Shirlaws (UK) Ltd Third Floor, 34 Hill Street Richmond, Surrey TW9 1TW

Tel +44 (0)20 8912 0230 Fax +44 (0)20 8912 0231 Web www.shirlawscoaching.com


ApplicationL E T T E R H E A D D I m E N S I O N S

U S

1.4173in 2.8346in 1.2992in

8.5in

0.8071in 0.7087in 1.0827in 0.374in

11in

0.5709in

0.2756in

0.1969in

1.3582in

1.3582in

7.0866in

Shirlaws (USA) Inc 1797 Union Street San Francisco, CA 94123

Tel +1 415 346 6650 Fax +1 415 346 6628 Web www.shirlaws.biz

REGISTERED IN USA

REGISTRATION No. 123 456 789


ApplicationB U S I N E S S C A R D D I m E N S I O N S

A m E R I C A N S I Z I N G S

Joe SampleMob +1 123 456 [email protected]

Shirlaws (USA) Inc1797 Union StreetSan Francisco, CA 94123

Tel +1 415 346 6650Fax +1 415 346 6628Web www.shirlawscoaching.com

0.2309in

1.42in 3.5in

.9131 in

0.4367in

0.3378in

0.3371in 0.6742in 0.9887in

0.1615in

0.9887in 0.6742in 0.3371in

FRONT BACK 2in


ApplicationP A P E R S T O C K S

For Uncoated Stocks, for items such as

letterheads or continuation sheets or business

cards, always specify Conqueror CX22 Diamond

White. Business Cards should be printed on

320gsm and letterheads etc on 120gsm.

For Coated Stocks, always specify Novatech

matt, bright white. Novatech should be used for

items such as folders, inserts and any external

marketing material.


PrintingG U I D E L I N E S

4 ALWAYS:

4 Use specified paper stocks

4 Use inks that match to the Pantone®

matching System

4 Adhere to the dimensions in these guidelines

4 Use approved digital artwork

4 Use reputable lithographic printers

4 Insist printers follow these specifications

4 Demand colour matching accuracy

8 NEVER:

8 Use different paper stocks

8 Use the four colour printing process to

reproduce the corporate colours

8 Use non-standard dimensions

8 Use digital printers

8 Use non-approved artwork

8 Accept lower quality to cut costs

8 Accept excuses for sub-standard

print quality

The following examples of printed business cards illustrate the effect of inconsistent print material.

These cards have strayed from the print specifications in these brand guidelines, and the result is a

diminishing of the stature of the Shirlaws brand.

In order to maintain a strong and effective brand presence in the market, we must insist on the

highest standard of print reproduction, and global consistency, by following the specifications

presented in these guidelines.


The Shirlaws BrandA R T W O R K A N D T E m P L A T E S

The Shirlaws brand elements must always

be reproduced from original digital artwork.

Please email Claire Howell if you require any of

these files - [email protected]

Available Artworks

Shirlaws.eps

Shirlaws_CMYK.psd

Shirlaws_CMYK.jpg Shirlaws_RGB.jpg

Shirlaws_RGB.psd

Shirlaws_REV.eps Contextual_Colours.eps

Baby_RGB.jpg

Baby_CMYK.jpg


ApplicationP O W E R P O I N T T E m P L A T E S

To create professional looking Powerpoint Presentations follow these simple

guidelines in order to maintain our brands consistency.

G E N E R A L R U L E S

• Use only purple and black as your colours for all text. This creates consistency

throughout presentations. Other colours do not display well when projected.

• Do not use an image in conjunction with a diagram. Use one or the other.

• Use the correct cover page and sign-off page. They should both include Shirlaws

Love Business Logo and the Shirlaws baby image.

• If in special circumstances you are required to use any of the additional Shirlaws

colours please use the following RGB colour breakdowns.

• Templates have been created that conform to these guidelines. If you require a copy

please download from the Shirlaws Portal.

For further details please contact Claire [email protected]

PANTONE® 267 C

PANTONE® 158 C

PANTONE® 369 C

Shirlaws Purple

Shirlaws Orange

Shirlaws Green

PROCESS

C = 90M = 100Y = 0K = 0

PROCESS

C = 0M = 50Y = 100K = 0

PROCESS

C = 50M = 0Y = 100K = 0

RGB

R = 85G = 62B = 150

RGB

R = 248G = 155B = 52

RGB

R = 115G = 182B = 76

MATCH TO:


OR:

PANTONE®

267 C

PANTONE®

158 C

PANTONE®

369 C

PANTONE® 267 U

PANTONE® 144 U

PANTONE® 376 U

PANTONE®

267 U

PANTONE®

144 U

PANTONE®

376 U

PANTONE®

PANTONE® 199 C

PANTONE® 300 C

Shirlaws Black

Shirlaws Red

Shirlaws Blue

PROCESS

C = 50M = 50Y = 50K = 100

PROCESS

C = 0M = 100Y = 62K = 0

PROCESS

C = 100M = 44Y = 0K = 0

RGB

R = 0G = 0B = 0

RGB

R = 219G = 12B = 65

RGB

R = 0G = 103B = 198

MATCH TO:


OR:

PANTONE®

BLACK C

PANTONE®

199 C

PANTONE®

300 C

PANTONE®

PANTONE® 199 U

PANTONE® 300 U

PANTONE®

BLACK

PANTONE®

199 U

PANTONE®

300 U

Process Black C Process Black U



C O N T E N T P A G E

( I m A G E & C O P Y )


Body Copy & Bullet points: Arial Regular 21pt Black

Do not use an image in conjunction with a diagram.

Use one or the other.

T I T L E P A G E

Body Copy: Arial Regular 12pt Purple

To be used at the start of every presentation

C O N T E N T P A G E

( C O P Y O N L Y )


Body Copy & Bullet points: Arial Regular 21pt Black

Do not move the positioning of the type from the

templates. This will ensure consistency across all slides.



D I A G R A m P A G E


Diagram should be centered on the page

S I G N - O F F P A G E

To be used at the end of every presentation


ApplicationI N V I T E S A N D F L Y E R S

Shirlaws Invites and flyers are usually sent out in PDF format the invites should be

based on the example shown below.

When the Shirlaws logo appears alone it should sit top left 10 mm from the page

edge. When the Shirlaws logo is used in conjunction with another partner or

client logo they must be separated by a dividing line 100% Black 0.25 mm stroke

weight 20 mm length. There should be no other text or graphics in that logo area.

The body copy for all invites should be Helvetica Neue 45 light, 11.5pt with

16 pts leading. The suggested word count is approximately 250 words.

The artwork should then be generated into a High Res PDF and should contain

links for the map in location section using www.streetmap.co.uk

When Wednesday 21st May 2008 4pm - 6pm with drinks and canapés to follow

Location Hampton Court. Hampton Wick, Kingston-upon-Thames Surrey, KT1 4AD

Click here for map

Contact Nikolai Vega [email protected] Telephone 08455 852 037

HSBC would love to invite you to a special afternoon workshop at which James McCarthy, leading business coach, will speak about Succession for your Business.

Succession planning is not just undertaken at or near the point of retirement. It is never too early to lay the groundwork for a successful transition. And it is not just the sale of a business. Goals and objectives should be set, and a series of processes developed to support these.

At this workshop you will learn:

• How to value your business

• How to document a Succession Strategy

• How to plan for Internal and External Succession, and

• How to know the 5 key elements in business that can increase Equity on Sale

Shirlaws was founded in 1999 by Darren Shirlaw and quickly became one of the fastest growing business coaching companies in the world. Today Shirlaws is established in the UK, USA, Australia, New Zealand and Iberia.

Who should attend?

Chief Executives & Managing Directors

Managing Partners

Key Managers in owner managed businesses

How to Build Value in Your Business

Sustain growth in your business and discover the differences between growth in profit, margin and capacity.

40 m

m

When the Shirlaws logo is used in conjunction with another partner or client logo they must be separated by a dividing line 100% Black .25 mm stroke weight 20mm length

Please see the following page for a larger example

52 m

m10

mm

50 mm10 mm 50 mm

Clic

k he

re -

shou

ld li

nk to

ww

w.s

treet

map

s.co

.uk

w

hen

the

PD

F in

vite

is

sent

out

See details on the next page for ban-ner and title guidelines

Use type in a creative way by highlighting key

words in the message


When Wednesday 21st May 2008 4pm - 6pm with drinks and canapés to follow

Location Hampton Court. Hampton Wick, Kingston-upon-Thames Surrey, KT1 4AD

Click here for map

Contact Nikolai Vega [email protected] Telephone 08455 852 037

HSBC would love to invite you to a special afternoon workshop at which James mcCarthy, leading business coach, will speak about Succession for your Business.

Succession planning is not just undertaken at or near the point of retirement. It is never too early to lay the groundwork for a successful transition. And it is not just the sale of a business. Goals and objectives should be set, and a series of processes developed to support these.

At this workshop you will learn:

• How to value your business

• How to document a Succession Strategy

• How to plan for Internal and External Succession, and

• How to know the 5 key elements in business that can increase Equity on Sale

Shirlaws was founded in 1999 by Darren Shirlaw and quickly became one of the fastest growing business coaching companies in the world. Today Shirlaws is established in the UK, USA, Australia, New Zealand and Iberia.

Who should attend?

Chief Executives & managing Directors

managing Partners

Key managers in owner managed businesses


Sustain growth in your business and discover the differences between growth in profit, margin and capacity.

40 m

m

When the Shirlaws logo is used in conjunction with another partner or client logo they must be separated by a dividing line 100% Black .25 mm stroke weight 20mm length

52 m

m10

mm

55 mm

10 mm

40 mm

Clic

k he

re -

shou

ld li

nk to

ww

w.s

treet

map

.co.

uk

whe

n th

e P

DF

invi

te i

s se

nt o

ut

Wor

d C

ount

- ap

prox

imat

ely

250

See details on the next page for banner and title guidelines

Use type in a creative way by highlighting key

words in the message

This type stack can be removed if needed but only if crucial to the message




Single Line Text Position

Design a Succession plan for Your Business

52 m

m

1025

mm

17 m

m

155 mm55 mm

ApplicationI N V I T E S A N D F L Y E R B A N N E R

A Closer look at the Invite banners

These use both the primary and secondary Shirlaws colours and

should be chosen to best suit the message and associated image.

The Title should always appear in white using the typeface Barmeno

Regular 40pts with 45pt leading. The title should not exceed two lines.


ApplicationW E B B A N N E R S

All banners must have the Shirlaws coloured

bar at the top and the Shirlaws baby and

logo at the base. If you are unable to do this

please refer to the logo usage on page 7.

Any web based communication should use

the RGB breakdowns suggested on page 9.

Skyscraper (Portrait) banners are the

preferred format for web banners as they

allow the Shirlaws baby to look up at the

message being communicated.

Copy should be kept to a minimum to allow

for sufficient use of white space.

Skyscraper

brand identity guidelines - GDR GroupThe Shirlaws brand is like no other brand Born out of the...

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