Andy Test 01

Campaign guide

Beyond.

1. Campaign overview

2. Getting your story right

3. Graphic and design standards 3.1 Headline treatment lock-up 3.2 Headline treatment non lock-up 3.3 The BT colour palette 3.4 Focus point graphic 3.5 Accent colour 3.6 Illustrative graphics

4. Saying it with style (tone of voice)

5. Tools and resources

Table of contents

The Beyond campaign is a wrapper of headline treatments, design guidelines and tone-of-voice standards, ensuring materials produced anywhere in the world tell the same story.

The message of the campaign is simple. BT takes you Beyond. It’s up to you to decide beyond what. Beneath that, you tell the brand story, bringing it to life with customer stories and business facts. In addition, you should highlight our five core proposition areas, which are:

1. Networked Solutions and Network Optimisation

2. Next Generation Voice/Unified Communications

3. Next Generation Contact Centres

4. Virtual Data Centre (the infrastructure that makes cloud services possible)

5. Managed Security.

The most noticeable aspect of the Beyond campaign is its headline treatment. It sets the word ‘Beyond’ alone and apart with a full stop (period). Follow this with a noun (for example efficiency, expectations and productivity) that captures what you want to discuss, and then elaborate with a subhead below it.

The look of Beyond retains our Global Services black and white photography with spot colour treatment we’ve been using since the Bigger Thinking campaign. Now, however, you can choose to pick out an area/element by using either the ‘focus point graphic’ or ‘accent colour(s)’.

When it comes to tone of voice, the Beyond campaign follows BT guidelines. Copy is informal, straightforward, clear and simple, and it’s best to keep it brief.

You’ll find plenty of tools and resources to help you in the BTGS Marketing Communications Library. This guide is the most basic of those resources, helping ensure that everything you produce supports the campaign.

1 Campaign overview

2 Getting your story right

Beyond is a fad-busting, hype-puncturing approach which cuts through technological jargon and positions BT as the ‘come to’ organisation for communications solutions. It plays to the BT value of ‘straightforward’ and differentiates us from the market by saying that, whatever you expect, BT gives you more.

We may go:

Beyond expectations – we do more for our customers than they think we will

Beyond the network – we don’t just do networks, we understand and run the critical applications that flow over them

Beyond the cloud – we’re more than hype, we really understand the cloud and can help you use it in a way that really makes a difference.

The opportunities are endless. Decide on the topic of your marketing activity, and then focus on how BT goes beyond what’s normal in this area.

Don’t forget, you should then return to telling BT’s brand story.

“BT Global Services is a networked IT services business that operates globally and delivers locally to help our customers succeed. We have a unique breadth of scope, reach and capability. We bring together communications and networked IT products and services securely and efficiently. We understand networks. We build and run them to deliver the applications critical to your success. Delivering with innovation and dedication. When you let us manage your networked IT services, you’re freed to get on with making your business flourish. BT Global Services helps you thrive in a changing world. We do this by making your people more productive, your customers happier, your organisations more efficient and your systems secure”.

You can then move on to talk about our points of differentiation, our 4x4 structure and our focus portfolio areas, all supported by facts and customer examples. See the slide on the next page for a summary of this.

2 Getting your story right

3.1 Headline treatment lock-upThe way we use headlines is the most significant element of Beyond, as it immediately identifies each piece of collateral as part of a wider family of communications.

When to use Beyond?

Single messaging is where this works best on materials such as banners, posters, report covers and signage pieces, which should all be boldly headed with the word ‘Beyond’, followed by a full stop (period) and then a relevant noun. Together, these elements form a graphical device known as the ‘lock-up’, which clearly aligns the headline with the campaign.

This use of the full stop is an intentional break of grammatical rules that forces attention onto the word ‘Beyond’, causing people to stop and think. After that full stop, you then place a noun encapsulating what our customers need. The lock-up, therefore, gives you a consistency across our communications.

This treatment is just a label, however. To get your point across, you’ll need to make effective use of the brief subhead that follows the main lock-up. In that subhead, you can pick out a key word in the BT brand colours, adding emphasis and dynamism to the communication. You can start the word with any of the seven BT brand colours, but must then follow the order they appear in the diagram on page 8.

Beyond uses BT’s typeface, New BT, which you can download from www.btbrand.bt.com. Its simplicity enables BT to communicate clearly across all media, and demonstrates confidence. Because this particular campaign centres on clear, unmuddled thinking, simplicity is even more important here – which is why only two weights of the BT font are used.

3 Graphic and design standards

Cap B Full point set in different colour

Word set in New BT Bold

Sub sector set in New BT Regular

Here’s how to ensure we give ‘Beyond’ the weighting it deserves:

• ‘Beyond’ should always appear in bold, with a capital ‘B’ and followed by a full point

• the full point should always appear in a colour different from ‘Beyond’ (not BT Grey)

• the lock-up should always appear on a white background

• when ‘Beyond’ is followed by a sub-sector (e.g. ‘The Cloud’), it should always appear on two lines with the sub-sector in New BT Regular.

New BT is the typeface for all Beyond assets apart from PowerPoint, web and screen projects, where you should instead use Arial. Finally, all text in any materials should appear in grey except for the key words you pick out in the BT brand colours.

3.2 Headline treatment non lock-upWhere a Beyond communication features multiple messages and is not time-sensitive, you don’t have to use the lock-up.

Instead, the headline should appear in BT Grey with one word picked out in multiple colours – the same as in subheads used with the lock-up. Again, you can start the word with any of the seven BT brand colours, but must then follow the order they appear in the diagram below.

This headline treatment will apply mainly to assets like white papers, op eds, case studies and ads.


Connecting your people and customers, no matter where they are.

Coloured word – start the word with any BT brand colour but keep the order the same and rotate continuously round the palette

Order of colours:

BT Global Services

February 2011

ExpectationsMaking sure your expectations can be achieved in Asia

3.3 The BT colour paletteThe BT colour palette, shown below, comprises seven vibrant colours. You should use one or more of these colours on every communication within the Beyond campaign. Reproduce them in solid format, never as tints, so as not to compromise the vibrancy of the identity.


Violet

Pantone® 266

CMYKC 82 M 93 Y 0 K 0

RGBR 85 G 55 B 155

Mid Blue

Pantone® 301

CMYKC 100 M 54 Y 4 K 19

RGBR 0 G 82 B 142

Yellow

Pantone® 1375

CMYKC 0 M 51 Y 94 K 0

RGBR 255 G 160 B 47

Green

Pantone® 368

CMYKC 70 M 0 Y 100 K 0

RGBR 105 G 190 B 40

Dark Blue

Pantone® 2747

CMYKC 100 M 79 Y 0 K 9

RGBR 0 G 0 B 102

Magenta

Pantone® 219

CMYKC 0 M 100 Y 2 K 0

RGBR 215 G 31 B 133

Grey

Pantone® CG9

CMYKC 0 M 0 Y 0 K 70

RGBR 64 G 64 B 64

Please use the CMYK palette for all print jobs, and the RGB palette for screen projects such as Microsoft PowerPoint, video and online.

3.4 Focus point graphicThe primary photographic style for the Beyond campaign follows the Global Services style and comprises of black-and-white images enhanced with a single colour from the BT colour palette. Black-and-white photography creates a sense of serious reportage associated with the world of business, while the use of spot colour adds an element of informality, non-conformity and flair.

You should always use ‘real-life’, non-illustrative shots. Position them as cut-outs, not squared up, so that they exist in a field of white space. This gives the image greater presence on the page. Pictures can bleed, but you must make sure at least one edge remains ‘free’.

The use of black-and-white photography is mandatory in Beyond, as is the headline treatment. However, when using spot colour, you have a choice between positioning a ‘focus point’ graphic over a photograph and employing ‘accent colour’ to pick out an element within an image.

If there’s an inherent link between imagery and headline, we advise using the focus point to emphasise it. The key rules are as follows:

• it should sit over a relevant area of a black-and-white image

• its minimum size should be 50mm diameter

• its colour should match the full point in the ‘Beyond’ lock-up

• it should be displayed with no key line, 100 per cent fill and set to multiply

• you need to apply multi-colouring to one word of copy on the page.


BT Global Services

February 2011


3.5 Accent colourIn collateral, where the link between imagery and headline is less obvious, you can use an accent colour(s). This means highlighting certain elements within an image with one or more of the BT brand colours.

If you’re downloading an asset from the BTGS Marketing Communications Library, you’ll find that the accent colour has already been applied. If, on the other hand you’re creating a new piece, you’ll need to pick an appropriate area to highlight yourself.

To support these standards, you’ll find a full range of royalty-free photography in the BTGS Marketing Communications Library www.gsmarketinglibrary.com


As a leading global networked IT services provider, we believe every business can benefit

from Bigger Thinking. We understand that ideas are the most valuable business asset and

that technology can play a role in freeing the imagination.

If you’d like to take part in the debate on Bigger Thinking just visit the website below.

Do you speak global?

www.bt.com/globalservices

Connecting your people and customers, no matter where they are.

With spiralling costs, increasing staff attrition and pressing corporate social responsibility obligations, there is a growing demand for an alternative customer service approach.BT Homeshoring can help you recruit and retain knowledgable home-based advisors enabling you to enhance your customer experience and respond more efficiently to fluctuating demands.

www.bt.com/globalservices

3.6 Illustrative graphics (internal use only)

For internal communications only, we’ve developed a set of illustrations you can use to support a message or promote an event. As shown on the right, they are simple line drawings in BT Grey and the BT colours, and you can download them from www.btbrand.bt.com

However, you cannot create your own illustrations. If none of the downloadable illustrations are suitable for your purposes, you can commission a new one, at cost, from the BT Brand site.


4 Saying it with style (tone of voice)

Our tone-of-voice policy is made up of three principles:

1. Write with clarity and confidenceSay what you mean, and say it clearly.

This is about writing more like you speak, so we sound more natural. It means cutting jargon, waffle and corporate-speak, and getting to the point.

2. Show a world full of promiseWhat’s your reader really interested in?

This is about thinking from your reader’s point of view, rather than yours or BT’s. It means working out what’s most important, and highlighting the benefits of what we do, not the features.

3. Add small moments of wonderThe odd surprise goes a long way.

This means adding something unexpected, and more emotional, to your writing. It could be a surprising word or phrase, or starting from an unusual angle. The aim is to show your reader there’s a real person behind it.

For more details, examples, a style guide and specifics about getting training on how to improve your writing by following these principles, go to www.btbrand.bt.com/brandtalk

If there’s anything else you need to know, email [email protected]

5 Tools and resources

Everything you need to develop and deploy Beyond campaign activities is in the BTGS Marketing Communications Library. Here are some of the best things to help you get started:

Campaign guide

Beyond.

BT Global Services

February 2011


BT Global Services

Beyond. The cloud

How the cloud will (and won’t) make your people more productive

September 2010

Productivity

Telling the brand storySupport information > guides and toolkits

Guides and tools

‘Beyond’ campaign guidelines Support information > guides and toolkits

Good examples

Documents

Andy Test 01