Brand Guidelines July 2016

Brand Guidelines July 2016

Brand guidelines V12

It’s been down to our people. And that’s what our brand is about. Of course, we’re always looking to do new things and do them differently. But at our core are our people. We’re all in it together, and we’re

In 2004 the UK postal market was deregulated, presenting us with the opportunity to build on our leadership in unaddressed mail. Over the following decade, with the support of majority shareholder and Dutch national postal operator PostNL, we changed the UK postal landscape and came to dominate the UK downstream access (DSA) market with a share consistently over 54%. In part, that was due to entrepreneurial leadership and enterprising management – so an MBO in late 2015 was a logical step. But most of all, our success has been down to the energy and enthusiasm of everyone at Whistl, across all our sites and activities.

whistling a winning tune. These guidelines introduce our brand DNA and how we look and feel. They’re not set in stone, but give you room for interpretation and imagination. There are lots of ways of whistling. Let’s hear it.

2

Contents

Our brand DNA Our tone-of-voice Basic elements

4 6 7 8 9

Logostyle

Logostyle with descriptors

Exclusion zone

1 1 12 13 15 19 21 23 25 26 27 28 29

Misuse Colours

Typography Graphic glue

Imagery

Brand architecture Naming protocol

Iconography

Examples Stationery

Brochure covers Product card E-mail footer

30 Powerpoint template 31 Signage 33

3

Our brand DNA

To grow by doing a great job, with can-do people working efficiently to deliver exceptional service

We’re on a mission

4

Our brand DNA

Practices How we act

Principles What we believe

Think as part of the team All that stuff about teamwork is true – working together works best. That extends to our approach to customers, delivery partners and suppliers, as well as our people. We are all interconnected, we share common goals, and collaboration is the way to reach them. Act with a can-do attitude In a previous life, our strapline was ‘sure we can’. It wasn’t a promise, because sometimes you just can’t – it was a mindset, an attitude and long may it continue. Do the right thing For our people, that means working as part of a team, supporting colleagues, respecting them and sharing knowledge. As a company, internally it means looking after our people, recognising their contribution, and helping them progress. More broadly than that, it means everything from fair pricing to transparency, straight-talking to straight-dealing.

Everyone should have a choice: everyone should have an opportunity.

We aim to do things differently in the markets we’re in – providing choice for customers and consumers. We also believe everyone deserves a chance – so we offer it, help them seize it and then keep the chances coming.

5

Our tone-of-voice

Upbeat

Personal We are not faceless – our business is all about our people. We are a challenger brand and we want our personality to shine through. We are not slow and bureaucratic, with a party line and formulaic response: we listen to our customers and colleagues, understand their needs and act to satisfy/exceed them. Upbeat We’re energetic and positive, cheerful and constructive. Our enthusiasm is contagious, but always tempered by empathy and realism. Engaging Our aim is always to build an affinity with our customers and delivery partners. Whilst what we do is not always the most interesting of activities, we are an exciting and enterprising organisation that is both responsive and easy to deal with.

6

Basic elements

Logostyle Colours Type Graphic glue Imagery Brand architecture Icons

7

Logostyle Variants

8

Logostyle with descriptors – external use

When there is a need to emphasise or focus on one of our four core activities, the following descriptors can be used beneath the logo. Please note, these are the only descriptors permissible for external use.

9

Logostyle with descriptors – internal use

In special circumstances eg with proprietary IT systems, approval may be given to attach descriptors to the logostyle for internal use only. Apart from those shown here, please do not attach any descriptors to the logostyle without first consulting Marketing.

10

Exclusion zone Logostyle

Clear space Beyond the logo, allow for clear space which equates to the size of the circle, as illustrated. Minimum size In order to maintain legibility, the minimum width of our logo is 22mm, shown in actual size below.

x

22mm

11

Misuse Logostyle

Don’t Distort the logo

Don’t Recolour the logo background

Don’t Recolour the logo

Don’t edit the logo typeface

Don’t Place the logo over an image

Don’t Change the size and scale of the face

12

Colours Primary colour palette

Orange is our colour. It’s warm, upbeat, positive and friendly.

Orange

Black

Pantone Process Black CMYK C0 M0 Y100 K100 RGB R35 G31 B32 HEX 231F20

Pantone Orange 021 CMYK C0 M70 Y100 K0 RGB R253 G79 B0 HEX FD4F00

Tint values can be used where required.

13

Colours Secondary colour palette

Bright, warm and colourful. They make up a big part of our graphic glue.

Green

Purple

Yellow

Aqua

Magenta

Pantone 311 CMYK C65 M0 Y15 K0 RGB R55 G194 B216 HEX 37c2d8

Pantone 107 CMYK C7 M10 Y90 K0 RGB R240 G216 B54 HEX f0d836

Pantone 2583 CMYK C44 M70 Y2 K0 RGB R153 G101 B168 HEX 9965a8

Pantone 219 CMYK C10 M90 Y0 K0 RGB R217 G58 B150 HEX d93a96

Pantone 368 CMYK C55 M0 Y100 K0 RGB R127 G194 B65 HEX 7fc241

Tint values can be used where required.

14

Typography Gotham Rounded

For use by external marketing agencies

abcdefghijklm nopqrstuvwxyz ABCDEFGHIJK LMNOPQRSTU VWXYZ 1234567890

Our typeface is Gotham Rounded. It’s simple, clean, modern and works for print and screen. Light/ italic Book/ italic Medium/ italic Bold/ italic

Gotham Rounded is precise and modern, and comes in different styles and weights that provide visual differentiation and emphasis for text and headlines. It is also suitable for the screen and has been designed to increase legibility for greater clarity in digital and small-size applications. Type case Body copy should be set in Gotham Rounded Light, 10pt with 12pt leading, colour Black. Headings should be set in Gotham Rounded Bold, colour Black or Orange if preferred. Type case Gotham Rounded is set flush left for body text, rag right in upper and lower case. Type weights Our system employs four weights of Gotham Rounded: Light / book / medium / bold As a guide, Light should be used for body text and Bold for headlines. Type kerning Headline type should be spaced -30.

Aa

Aa

Aa

15

Typography Arial Rounded MT Bold / Arial

To be used for all other internal comms

Arial Rounded MT Bold and Arial can be used as an alternative for Gotham Rounded – our corporate font. The Arial font is similar and it’s popularity on most people’s PC’s ensures compatibility. Use it for emails, Word Tenders and Powerpoint presentations.

When Gotham Rounded isn’t available as a system font then we should use our alternative font Arial Rounded MT Bold and Arial (regular and bold).

Arial Rounded MT Bold (Headings)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ

1234567890

Arial (Body text)

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRST UVWXYZ

Aa

123

Aa

1234567890

16

To be used for all in-house produced comms

Typography A4 template guide Arial Rounded MT Bold / Arial

Requirements & Solution

Section heading Arial Rounded MT Bold 28pt White out of Orange

Sub heading Arial Rounded MT Bold 20pt Orange Sub heading Arial Rounded MT Bold 20pt Grey (60% Black) Date Arial Rounded MT Bold 12pt Grey (60% Black) Document title Arial Rounded MT Bold 24pt Black

Mail

Birmingham City Council

Sub heading Arial Rounded MT Bold 12pt Orange

Heading – 12pt Arial Rounded MT Bold

Improving Service, Communication and Transparency while driving down postal costs.

Body Text – 10pt Arial Regular. Obit, cone dolorro tem acimil int ommoloreic tor aniet explit ommoluptaqui temqui a nobitas eum facessi muscide ligenis mo volorep ediore sam enes ea cum que sita conem. Accus pro corehent pla poratem peribus susdaec eptur?

On perunte siminvel ea non prem imusciiscid quassundiori rendipsunt ut ad qui beaquibus asperch itatus voluptiorest et iusci venim volo berchillabo.

Ute venim atibus maximpos unt et reribus nobis que dolora quid millia vernam faccus explibuscil in re inveribus ea disque nonem a ni omnis audanis pos alit res eum a sus quatia alitias eost, qui comnis riamus moles molore, oditat liquis reicatur simus, omnimilia doluptio.

Body text Arial Regular 10pt Black

Prepared by John Smith

Mail

Heading – Arial Rounded MT Bold

Heading – Arial Rounded MT Bold

• Bullet Text – Arial Regular obit, cone dolorro tem acimil int ommoloreic tor aniet explit ommoluptaqui temqui a nobitas • Bullet Text – Arial Regular obit, cone dolorro tem acimil int ommoloreic tor aniet explit ommoluptaqui temqui a nobitas

• Bullet Text – Arial Regular obit, cone dolorro tem acimil int ommoloreic tor aniet explit ommoluptaqui temqui a nobitas • Bullet Text – Arial Regular obit, cone dolorro tem acimil int ommoloreic tor aniet explit ommoluptaqui temqui a nobitas

Bullet Text Arial Regular 10pt Black

• Bullet Text – Arial Regular obit, cone dolorro tem acimil int ommoloreic tor aniet explit ommoluptaqui temqui a nobitas

• Bullet Text – Arial Regular obit, cone dolorro tem acimil int ommoloreic tor aniet explit ommoluptaqui temqui a nobitas

• Bullet Text – Arial Regular obit, cone dolorro tem acimil int ommoloreic tor aniet explit ommoluptaqui temqui a nobitas

• Bullet Text – Arial Regular obit, cone dolorro tem acimil int ommoloreic tor aniet explit ommoluptaqui temqui a nobitas

12/9/14

3

17

Typography whistl or Whistl?

The w can only ever be lower case in our logostyle.

Say hello to whistl.

In running text, in editorial copy, on e-mail footers, in tender documents – in fact everywhere where our name appears outside of the logo format – a capital W must be used.

✔

Welcome to Whistl

Each yearwe collect, sort andprocessover4billion items of addressedmail, accounting for 26%of all theUK’smail.

Thatmakesus theUK’s second largestpostaloperator.

Our success is inno smallpartdown toour innovative technology and thehighly efficient systemswehave inplace toprocess yourmail.

In themainhowever, it’sdown toourpeople.

Our accountmanagers love looking afterour customers.They’re there to support you every stepof theway.They’llget to know yourbusiness and recommend the right services at thebestprice. Efficiency and reliability are agivenwhen youuseWhistl. It’s thepeople thatput a smileon your face that reallymake adifference.

Here at whistl we take away the hassle of organising numerous carriers.

Instead, we manage the entire delivery process for you.

Tofindoutmore call 01628816503 or email [email protected]

When we collect your packets and parcels we take on the responsibility, managing them through to delivery using carrier partners that match the timing and tracking requirements of each individual item. We provide you with a supportive account manager to see to your every need and one user-friendly IT interface that integrates seamlessly with your own delivery management system. It means you can give customers more delivery choices at the checkout without having to invest in a costly IT infrastructure. It’s efficient and economical – but most of all for you, it couldn’t be easier.

✔

18

Graphic glue The Whistl window

19

Graphic glue The Whistl window – how it works

Window The graphic window has many uses. It can be used as a graphic device to bring movement and colour to the page. It can contain imagery or text if required. However, the windows only ever use the primary or secondary colour palette. Templates EPS templates are available that can be used as a start point. Solid & keyline windows There are two window types – solid and keyline. Both can be used.

Window motion You can position, crop and size the graphic windows in two different ways:

• Windows have a start and an end point and should have a fluid movement • They should also increase in size as shown below • The largest graphic window becomes the focal point when used with an image

• Windows can be linked laterally and incorporate imagery • We recommend using complimentary colour combinations from the colour palette when linking coloured windows with imagery • You can also use the windows to highlight text such as quotes, icons and pull-out content. Please see example below.

Odipsam eum ium rem lam elest odicae

End

Start

20

Imagery People are our focus

Our people, senders,

recipients People are important to our business. Use them whenever you can within imagery.

21

Imagery People are our focus

22

Brand architecture/bandwidth

Our brand is Whistl, and we do not dilute it or distract from it by devising sub-brands.

We have four core activities under the Whistl umbrella.

Mail

Packets & Parcels

International

Doordrop Media

23

Brand architecture/bandwidth Exceptions to the rule

idoordrop.com is a site created by Whistl Doordrop Media specifically targeting media/ marketing agencies.

intelligent doordrop by Whistl

Whilst we do not devise sub-brands, we recognise the need for standalone website branding when those sites are offering tailored content/services to discreet audiences – as shown here. These services need a singularity of focus that enables them to be easily identified and accessed online. NB: these are online channels and it is preferable always to refer to them as such i.e idoordrop.com and not just idoordrop.

yourdrop.co.uk is a ‘self-service’ site enabling SMEs to plan, create and implement their own doordrop campaigns online.

24

Naming protocol

In line with our focus on the Whistl brand, we avoid ‘naming’ products or services wherever possible. Our approach is to use descriptive titles/ labels such as: Hybrid Mail by Whistl In-home Sampling by Whistl We avoid names because of the proliferation of products/services we offer under the DSA postal model and Packets & Parcels multi-partner model. Customers like clarity: for instance, they understand what a 48-hour Tracked service is, and simple descriptive titles/labels enable them to indentify and select the service required easily and quickly. It is recommended that you discuss any specific title/label with Marketing before settling on it – the importance of such tags in internet search cannot be overestimated and Marketing can provide up-to-the-minute guidance.

Avoid ‘naming’ products or services wherever possible.

Hybrid Mail by Whistl

Transend

✔

25

Iconography Four core activity icons as well as product communication icons

Core activity icons Our four core activity icons should appear on promotional material wherever possible. Preferred usage is stacked, but the lateral version can be used where space is limited.

Icon library Icons are useful for quick and clear communication of products/services or features/ benefits. The following library exists and is constantly being added to.

Library These icons are already created. More can be created in the same style.

Sorted Mail

Account Manager

Time

Reliability

Security

Unsorted Mail

Home

Nationwide

Hybrid Mail

Business

Whistl Home Network

Hub

26

Examples Stationery

Whistl UK Ltd Meridian House Fieldhouse Lane Marlow Buckinghamshire SL7 1TB United Kingdom

John Smith Address line one Address line one Address line one Address line one Address line one

Tel +44 (0)1628 861 734 www.whistl.co.uk

Whistl UK Ltd Meridian House Fieldhouse Lane Marlow Buckinghamshire SL7 1TB United Kingdom

Orias acepror sersperuptae cuptate ex estotatus, ut aut fugit est volorero temqui dis sequam reribeation consequiamet maximpo rporum sim verionserum anis et vid et, sam essimus inis atur miliqui assitam utatque ad quid ut de pro et aut et plabo. Erferum, nossime voluptataque volo que veliaes sequati anducim suntus, conet apidignatquo tendell endae. Et omnis reni- mus, consequ atusdae. Is maios illore officatinis ea doluptas disquiaest fuga. Nam derum que volluptatiis apicae ped molor maximaio. Apicimus doluptatios et lanieni dioreperi audiore riaturibus endenim aut volori bla delitate excesti blaccabo. Ex ea aut odipicil ea dolut que nes atempo sper spellanissit fugia qui ipsamet eostiis illes si dolendignam ipsunt omnis resequas eum ra commolut rerum laboria porrovit, qui nitat optatias volestiore voluptur, sint ene istrum sum nullautem volesciento eventusa iderit aceped magnis esequam, si ulpa poreium volupta quatestios que ex et quaepe eos quam in experat audios sus magnatio dolupta sinveni sandus mo que prate nimporit estinventur? Natemqui aut ut veliquas molorum quatusda quis magnis dollab ipit eaquoditem assum ditate serumquidel incipsanis doluptia susdae conserem vit, nobis quunt. Tur? Ed que etureicid quiatem is dus maximus explatiossi volor autecus, seris sapelli caer- ferum eate dicimoloria net que et ilia quid quo commolu ptamus prepe opta conem hilita pore ipsani bea im dolut volupta quam quamet od quos millor re quatin rehentia voloribusant quas ataqui re pariae nus dolesequi re, consern aturesti core nos qui con ea doluptae voluptatet que prem sim quasped minias erum acerrovit autas volupta tinvelita qui aut anihil is id untion plam vel idel molupta turest quaerit, officipsani conet que velestis venimpe leseque apedi occus dolesequae il maios velignihilia se volorepre dellend aectatecte plitin cus. Sum audis alit, nis aligend itiorum adisit, officia voluptatem sitatiaspit optatium aut dolupta quiaestio eaque non posa parit reserum, sandit, quat que proreni hicidit et essed quist aut quaectusa earum sit, cus, quo inimaios desti tempore, voles accus quam se sequam, tem. Tatem. Qui oditatur ma dolupis qui dolorro et, que soluptate non consenis

Tel +44 (0)1628 861 734 www.whistl.co.uk

With compliments

Compliment slip

Business card

John Smith Job Title

Whistl UK Ltd Meridian House Fieldhouse Lane Marlow Buckinghamshire SL7 1TB United Kingdom

Tel +44 (0)XXXX XXX XXX Mob +44 (0)XXXX XXX XXX Email [email protected] www.whistl.co.uk

Yours sincerely

Jane Peters Account Manager

John Smith Job Title – Doordrop Media +44 (0)XXXX XXX XXX Mob +44 (0)XXXX XXX XXX Email [email protected] www.whistl.co.uk Tel

Whistl (Doordrop Media) Ltd Meridian House Fieldhouse Lane Marlow Buckinghamshire SL7 1TB www.idoordrop.com

Our standalone web brands can be added to the rear of business cards where appropriate.

Whistl is thebrandnameofWhistlUKLimited,Companynumber04417047,Registeredoffice:MeridianHouse,FieldhouseLane,Marlow,Buckinghamshire,SL7 1HY

intelligentdoordropby Whistl

Letterhead

27

Examples Brochure covers

Logo can appear either top or bottom right

Title here A brochure cover

Title here A generic cover

Image & solid colour

28

Examples Customer product card

P&P InSight Combining visibility with reliability for your packets and parcels

Where possible headings should be set in Gotham Rounded Bold (Headline type should be spaced -30)

P&P InSight Combining visibility with reliability for your packets and parcels

The service P&P InSight gives e-retailers complete visibility of your items into and through our network, all via our online tracking portal. With 60 million e-commerce items passing through our seven hubs each year, our network and processes are designed to support both large and small multi-channel retailers. Your customer service teams can search our easy-to-use portal for real time >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33

Made with FlippingBook - Online Brochure Maker