Having established firm foundations for the new brand identity, our next step was to produce a comprehensive guideline, or ’toolkit’ to enable correct use of the brand’s visual and verbal elements. This document enables us to control the roll-out of our new look and feel (the visual identity). In order to achieve long term benefits from the identity and maintain brand strength, it is essential for our partners to adhere to this document. Consistent use of the brand elements ultimately helps establish a strong brand. The reverse of course is equally true.
The guideline document contains important information about our logo, typography, colour palette, imagery and supporting graphic elements that make up our visual identity. It sets out the rules for what can, and cannot be done and also illustrates examples of best practice.
In addition to this, the guideline provides an overview of our business, describing what we do, and what our brand values are, as well as discussing the principle behind our unique proposition.