2. Corporate Branding & CI - Various
1.
2.
3.
4.
5.
6.
8.
9.
7.
1.
Linen
&
crockery
Co.
2.
Jewellery
Design
Co
3.Research
&
Data
analysis
Co
4.
Wine
Producers
5.
Accenture
Brand
Support
Consultancy
6.
Snugg
baby
clothing
manufactures
7.
Bar
&
hospitality
consultancy
8.
Furniture
producers
9.
Oil
Drilling
&
exploraOon
consultancy
3. Corporate Branding & CI : Charles Orbach
Client:
Charles
Orbach
&
Company
CI
development,
Corp
brochure,
&
website
www.charlesorbach.com
4. Corporate Branding & CI : Edge
Edge pull up banner done V2.pdf 11/10/09 12:27:38 PM
C
M
Y
CM
MY
CY
CMY
K
Client:
Edge
Enterprise
Development
specialists
Corp
Branding
&
CI
development,
Corp
banners,
&
website
www.edgegrowth.com
5. Employer Branding : BAT AME
British American Tobacco - Using our colour schemes http://212.185.118.212/onewebMS/sites/BAT_5S5KFL.nsf/vwP...
Our colour palette consists of five colour schemes, designed to work across any application. Users should first read
the introduction to the schemes in Our visual identity. This page focuses on how to use them. Please note that the Colour associations
illustrations here will not reproduce in any executions in true colour or at the correct definition. The necessary < name>
creative assets are only available in the Assets centre, to which access is via a password. Heads of CORA and/or their Why these core colours?
designates can provide the password to other users and their agencies. Any users should read these Guidelines and Click to find out.
contact their local CORA team.
Corporate signature colour scheme
British American Tobacco - Using our colour is an application?
What schemes http://212.185.118.212/onewebMS/sites/BAT_5S5KFL.nsf/vwP...
< name>
To apply the colour schemes properly, it is
important to understand what is meant by
an application.
Colour schemes cannot be mixed up. Only one Click forat a
scheme more
time may be used in any one application. Once a colour scheme
is chosen, it cannot be mixed with the colours of any other
scheme within the same application. The illustration here shows
wrong usage, mixing up two schemes. To understand what an
Recognition or attributes?
application is, click in the box on the right: What is an
application? << name>
The signature scheme is the right choice if
the main aim is for the audience to
recognise our business. The four other
British American Tobacco - Using our colour schemes http://212.185.118.212/onewebMS/sites/BAT_5S5KFL.nsf/vwP...
schemes should be used to express the
brand attributes.
Click for more
Corporate brand attribute colour schemes
Soft background images
< name>
Soft background images in the softest
scheme colour can add appealing elements
to designs. For guidance, click here.
Not single colours: When using a scheme, it is necessary to use the core colour, at least one
accent colour, and white - otherwise you will not be using a scheme at all. For example, you should not use only one colour on white.
A simple way of inserting all the scheme colours is to use the flexible colour texture. (See Using our texture device).
Each scheme has a core colour and complementary accent colours designed to harmonise with it in flexible ways. In the signature
scheme, the core colour is signature yellow. In the attribute schemes, the core colours are inspired by the corporate brand attributes:
winning (purple), enterprising (orange), honest (white), open minded (bright blue) and responsible (green). White, the core colour for
honest, is in all the schemes, to be present in all applications. White should be used extensively as a background.
For more about the colours, click in the box on the right. For the colour specifications for print and digital media, see Colour
specifications (Click on the arrows on the drop down bar).
Corporate signature scheme: Signature yellow is the core colour and the complementary accent colours are signature dark blue,
pale blue, pale yellow and white. Signature yellow as the core colour, with signature dark blue as one of the accents, enables brighter
and more attractive uses of our corporate signature colours.
Signature dark blue should be limited to accents and not used over large backgrounds. There are a few exceptions where corporate
dark blue is necessary as a background, for example in corporate flags, some clothing and merchandise and some electronic contexts applications, there
Working without schemes: In very simple
where visibility on a screen would otherwise be an issue, such as the corporate desktop computer screen ‘wallpaper’. The exceptions users can print text in
is no need to use a scheme. For example,
are explained in relevant parts of these Guidelines. black on a white background, also using grey for typography
if appropriate, with only the corporate signature for recognition.
The signature colour scheme should be used when corporate recognition is the main aim.(See also Typography)
Examples include:
Background images: Only the softest scheme colour (a choice of two in the signature scheme) should be used for background
images under text. See the box on the right: Soft background images.
Business cards, letterheads, covers of corporate literature, corporate signage, the most noticeable features of exhibition
stands;
Where there is only limited space to communicate, for instance in press or poster advertising;
When the company is new to an audience.
The list is not exhaustive. Users should carefully consider the differences between corporate recognition and reinforcing the corporate
brand attributes in all applications and create executions accordingly.
Brand attribute schemes: These are for applications which aim to suggest the corporate brand attributes. Examples include:
The inside pages of brochures and corporate literature;
The ‘information’ areas of exhibition stands;
Internal communications where the audience is very familiar with the company and only limited recognition elements are
required;
Where there is space to introduce the company and also to suggest one or more attributes.
Again, the list is not exhaustive. Users should carefully consider the differences between corporate recognition and reinforcing the
corporate brand attributes in all applications and create executions accordingly.
User guide
To use the schemes properly, a number of key points are very important.
Only these schemes: These schemes define the only colours for use in corporate designs. Users may not wish to use all the
colour schemes in any one execution, but no other colours at all should be used. The only exceptions are in typography, which can be
set in black and grey as well as in scheme colours. (See Typography). Colour photography can also be used in the normal way. If
users wish to blend photography more with its surrounding scheme, an option is to subtly tint photographs with a colour in the scheme
being used. (See Photography).
Matching scheme to theme: The attribute schemes will almost always help in choosing a scheme that is appropriate to context
and copy. However, this need not be a ‘straight jacket’ and it is not necessary to rigidly ‘match scheme to theme’ within an
application. It will very often be appropriate and possible to do this, but not always. For more about this, click in the box on the
right: Recognition or attributes?
Applications next to each other: In some settings, it is
Core colours dominant: When using a scheme, the core suitable to put different applications using separate schemes quite
colour should always be visually dominant when judged across a
single application. Accent colours can be used in type, close to each other. If so, they should be separated by white or
diagrams, the leaf and texture devices and as highlights or by clear space. This illustration shows the principle in use on a
contrasts to the core colours, but should never dominate. In this
illustration, an accent colour is used for text and at the top right display board. It is necessary to use judgement and common
of the page, but the bright blue core colour is dominant. sense. The fundamental principle is that the colour schemes
should not clash or compete with each other in a messy way.
2 of 4 2/28/06 1:58 PM
Solid colour panels: The core colour should be used for solid panels of colour. Accent colours may only be used in solid panels if
the core colour remains visually dominant.
3 of 4 2/28/06 1:58 PM
Corporate Brand Guidelines
Client:
BAT
Africa
&
Middle
East
region
Employer
Brand
arOculaOon
for
the
region,
Corp
intranet
consisOng
Guardbook,
CI
elements
such
as
PPT
template,
comms
templates
&
guidelines.
4 of 4 2/28/06 1:58 PM
7. Brand Communications : HDS DOC
Client:
Hitachi
Data
Systems
Deal
OperaOons
Centre
-‐
Malaysia
ConsulOng
and
Brand
communicaOons
to
direct
Sales
&
indirect
Sales
Channels,
Website
layout
8. Comms - Various
1.
2.
3.
1. Levi
Strauss
&
Co.
2.
BAT
3.
CoronaOon
Fund
Managers
Elle
Magazine
Postcards
(Internal)
Business
Day
Newspaper
