BRAND GUIDELINES - Tavistock Group · The Logo - The Tavistock Lettering The Name - The Tavistock Division/Company ... mutually exclusive. Therefore if, for example, the Corporate

BRANDGUIDELINES

2016 - v1.0

01 INTRODUCTION > 0302 THE BRAND > 0603 THE GROUP > 10 04 BRAND EXCLUSION ZONES > 14 05 BRAND COLOURS > 19 06 TYPOGRAPHY > 2207 PRODUCT PORTFOLIOS > 27 08 BRAND ABUSE > 31 09 EXCEPTIONS > 3510 BRANDED EXAMPLES > 40

2016 - v1.0 02TAVISTOCK INVESTMENTS BRAND GUIDELINES

AUTHOR : C HalfordDate : October 2016

GROUP BRAND GUARDIAN : C Halford - Head of Group MarketingTavistock Investments Plce: [email protected]: 01753 867000

If in any doubt about the guidelines provided in this document, or the use of brand elements or deployment of any corporate identity or brand elements in any communication, please contact the Brand Guardian for further assistance and/or guidance.

INTRODUCTION TO TAVISTOCK INVESTMENTS


01

2013

2014

2015

2016


01 - INTRODUCTION TO TAVISTOCK INVESTMENTS

Tavistock Investments Timeline

“Greater than the tread of mighty armies is an idea whose time has come” Victor Hugo

Our Ethos

The ethos of the Tavistock Investments Group is founded on traditional values - honour, vigilance and dependability - enhanced by the relentless pursuit of excellence and improvement in every aspect of what we do.

In making every decision, however large or small, we must always consider the impact on the private investor - our client. We want all of our stakeholders (clients, advisers, employees and shareholders) to know that Tavistock Investments is a business that always does the right things in the right way.

Our ambition is to be regarded as a revolutionary business that makes professional investment standards and returns available to private investors of any wealth.

We want to examine everything we do and have a culture that encourages everyone in the business to find ways of improving. Share ownership is part of everyone’s reward, so that we can all benefit from the value of the company we are building together.

Tavistock Investments Plc established

Acquisitions of Tavistock Partners & Tavistock WealthLaunch of DFM service (CIP)

Acquisition of Tavistock FinancialAcquisition of Duchy

Acquisition of Abacus Associates

300+ advisers 100+ staff

“Act as if what you do makes a difference.It does.” William James


01 - INTRODUCTION TO TAVISTOCK INVESTMENTS

Brand Objectives

The Tavistock Investments Group wants to employ positive and creative thinkers, who all share one business identity and one set of goals. To succeed in this quest, every element of our brand mix needs to portray our ethos, thereby contribute to it and bestow its value on everyone affiliated with it.

There are many components that combine to build a brand, from business cards to websites and from the way the phone is answered to every other employee action and attitude. Everything adds to how the brand interacts, communicates and is perceived.

Our Goals

Set industry leading standards for:quality of investor experiencesupport & oversight of adviserseffective investment managementdelivering value to shareholders

Achieve £5+ billion FUA and £2+ billion FUM

Treat everyone (clients, advisers, employees and shareholders) fairly and honestly

Examine whatever we do and seek improvement

Work together with skill, care and diligence

It is essential that every person contributes to our Brand ethos. We all share responsibility for continually representing our Brand, whether in meetings with advisers, telephone conversations or everyday work with colleagues.

THE BRAND


02


02 - THE BRAND

Brand Elements

The Tavistock Investments Brand consists of up to 4 elements:

Combining the elements within prescribed ratios and relationships creates what is referred to as:

The Corporate Identity

The Icon - The Tavistock ShieldThis will generally be referred to as “The Shield”

The Logo - The Tavistock Lettering

The Name - The Tavistock Division/Company

The Corporate Strategy - The Tavistock Strap


02 - THE TAVISTOCK BRAND

Brand Element relationships

The Brand elements come together in a specific formation to create The Corporate Identity.

The Corporate Identity is sacrosanct.

None of its individual elements, combination of

elements or its entirety must ever be simulated,

reconstructed, re-ordered, distorted, stretched

or substituted in any way.

2016 - v1.0 08

02 - THE BRAND

THE CORPORATE IDENTITY

THE ICON

THE LOGO

THE NAME

THE CORPORATESTRATEGY

W E A L T H


02 - THE BRAND

Brand Element Rules

The individual Brand elements can be used in the following combinations:

The Icon - Can be used on its own for any purpose.

The Logo - May be used internally in conjunction with the Icon - but never on its own.

Otherwise (and externally) it must only ever be used in conjunction with the Icon and Name as below

The Name- Must only ever be used in conjunction with the Icon and Logo - never on its own

The Corporate Strategy - Can be used on its own for any communication for the group and companies

...and also to complete the group and any individual company Corporate Identity

[individual company Corporate Identities and Element Rules can be found in section 03] W E A L T H

THE GROUP


03


03 - THE GROUP

Group Structure

The Tavistock Investments Group Structure consists of 3 Tavistock subsidiaries and 3 trading styles.

F I N A N C I A LW E A L T H P A R T N E R S

R E V O L U T I O N A R Y T H I N K I N G


03 - THE GROUP

Tavistock Companies

The Tavistock subsidiary Corporate Identities mirror the parent company Corporate Identity:

Tavistock Wealth Limited

Tavistock Partners Limited

Tavistock Financial Limited

W E A L T H

P A R T N E R S

F I N A N C I A L


03 - THE GROUP

Tavistock Trading Styles

The Tavistock Trading Styles utilise only the Icon and Logo ‘style’ to represent their Corporate Identities.

The Corporate Strategy is separated from the Corporate Identity to reinforce association with the Group and its ethos.

Whilst discretion can be used in determining best positioning, it must be ever present.

Where possible, the Corporate Strategy should be depicted in Black , and where necessary can be depicted in the Tavistock Grey or White.

Abacus

Duchy

Sterling McCall

BRAND EXCLUSION ZONES


04


04 - BRAND EXCLUSION ZONES

The Corporate Identity Exclusion Zone

The following is the exclusion zone rule for the Tavistock Investments Group Corporate Identities.

In order to gain maximum visibility, the Group Corporate Identities should always appear with a minimum area of clear space around them.

This area must be free of any type or graphic element.

Using the width of the The Shield, the clear space is a one times multiplier area around the entire Corporate Identity. This rule applies to all versions of the Tavistock Investments Group Corporate Identities on all media.



The Brand Element Exclusion Zones

The following are the exclusion zone rules for the Tavistock Investments Group Brand Elements.

These rules should be followed when using the Brand Elements on their own [as prescribed in section 02, page 09] Each element must be free of any other type or graphic element.

Using the width of the The Shield, the clear space is a one times area around the entire Corporate Logo. This rule applies to all versions of the Tavistock Investments Group Corporate Logos on all media.

Corporate Strategy Exclusion Zone

When using the Corporate Strategy on its own, Using the height of the lettering as your area guide, the clear space is a one times area around the entire Corporate Strategy. This rule applies to uses of the Corporate Strategy on all media.



Exclusion Zone examples

The following are some examples of the exclusion zone rules in practice.

Because each element can be used individually, albeit in conjunction with other elements, the spacing will differ from the Corporate Identity relationships.

These examples demonstrate that each element must retain their own exclusion zone, the area within which nothing else should appear, but that they are not mutually exclusive.

Therefore if, for example, the Corporate Strategy is to be used as a headline and significantly enlarged. It must retain its Exclusion Zone accordingly, even when used in conjunction with other Brand Elements.



Trading Styles Exclusion Zone

The following example is the exclusion zone rule for the Tavistock Investments Group Trading Styles when used in conjunction with the Corporate Strategy.

BRAND COLOURS


05


05 - BRAND COLOURS

The Corporate Brand Colours

Colour is a powerful means of identification.Consistent use of the Tavistock Investments Group colours will build distinctive visibility, recall, recognition and will set us apart from competitors.

Across all media, Brand Elements should use three-colour version Branding, preferably on a white background, with the appropriate exclusion rules applied, but can be used on a Tavistock Grey, Cool Grey 4C background, or reversed out of a Tavistock Red or Black background ensuring the relevant master logo provided for those backgrounds is used.

TAVISTOCK RED

PANTONE P186C

TAVISTOCK GREY

PANTONE P179-13

PANTONE COOL

GREY 4C

BLACK WHITE

F I N A N C I A L

The Three Key Brand Colours :Pantone 186 for example, The Shied, the ‘dot’ of the i in The Logo and Company Name [excluding the PLC within the Parent Company Name]

Pantone 179-13 for example, The Logo [excluding the ‘dot’ of the i] and the dividing line within the Corporate Identity

Blackfor example, the PLC in the Parent Company Name and the Corporate Strategy used on all Corporate Identities.


05 - BRAND COLOURS

The Corporate Brand Colours

It isn’t always possible to use spot colours, for example in printing full colour brochures or leaflets when using lithographic 4-colour printing or RGB Digital printing.

When placing Brand Elements into computer programs, always try to ensure that the colour palettes include the pantone swatches or individual spot colours that match the Brand colours.

If in doubt how to achieve this, please contact the Brand Guardian.

TAVISTOCK RED

PANTONE P186C

TAVISTOCK GREY

PANTONE P179-13

PANTONE COOL

GREY 4C

BLACK WHITE

CMYK10-100-85-5

CMYK0-5-0-80

CMYK30-20-25-5

CMYK0-0-0-100

CMYK0-0-0-0

RGB207-10-44

RGB87-84-85

RGB189-189-187

RGB0-0-0

RGB255-255-255

HEX#cf0a2c

HEX#575455

HEX#bdbbbb

HEX#000000

HEX#ffffff

Colour equivalents:

4 Colour (CMYK)Pantone 186 C 010 M 100 Y 085 K 005Pantone 179-13 C 000 M 005 Y 000 K 080Pantone Cool Grey 4C C 030 M 020 Y 025 K 005

RGBPantone 186 R 207 G 10 B 44Pantone 179-13 R 87 G 84 B 85Pantone Cool Grey 4C R 189 G 189 B 187

Hex (Web ref)Pantone 186 #CF0A2CPantone 179-13 #575455Pantone Cool Grey 4C #BDBBBB

TYPOGRAPHY


06


06 - TYPOGRAPHY

The Corporate Typeface

Typography is an important and essential element in delivering the brand personality, enhancing the message and creating recall.

Tavistock’s primary typeface is the Kievit OT Family. It is modern, flexible and very easy to read across all weights in the family.

Carefully chosen Typography :- attracts and holds the audience’s attention.- is reader friendly- establishes an information hierarchy- helps to create harmony- creates and builds recognition

Kievit is uniquely designed for a wide range of visual communications. Multiple weights and levels of typographic hierarchy are defined both for impact and clarity for all our communications.

Kievit OT

LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

BookABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890


06 - TYPOGRAPHY


Other weights:

The Kievit Font comes with a large range of weights, including - to name the most popular:

ThinExtra Light LightRegularBookMediumBoldBlack

The 4 weights chosen for the Corporate Typeface are as prescribed on Page 23. However, this does not preclude the use of any of the others weights if the author believes it enhances an individual communication, including the use of italics (note in this document for highlighting quotes within quotation marks, e.g. Page 05)

In addition, to aid legibility, create a bespoke and distinguishable look and enhance recall in marketing communications, the font may also be ‘extended’ to 110% exactly as has been done within these guidelines on all Kievit text: This text is bespoke at 110% This text is standard at 100%

Other fonts:

There can be occasions when the use of another complimentary font will be desirable or necessary.This could occur where the use of a ‘tighter’ or more condensed Heading font would be useful. It is more likely for use with campaign headlines or for information that has no direct relevance to the brand or the communication.

For example, the sections and headings within these Brand Guidelines have a specific informative role to play and therefore do not use the Corporate Typeface which may detract from the true marketing drive. In these cases, you may also use the font family Oswald, or the font Family Trade Gothic, which are very similar.

Oswald MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Franklin Gothic Condensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890


06 - TYPOGRAPHY


General Font use:

Please use Kievit and the prescribed alternatives for all Tavistock communications wherever possible, specifically when publishing and rendering for online and electronic delivery of documents.

Our preferred format for external delivery of documents and communications is as a PDF (Portable Document Format), which allows us to embed the Corporate fonts, thereby ensuring consistency of the brand style and personality.

Where possible and/or practical, documents should be saved or exported as a PDF, in particular for delivery to clients, advisers, employees and shareholders.

If you are unable to comply, please ensure that you use the Verdana Family font to complete documentation.

Times Roman must not be used nor any other Serif Font.

Email use:

No brand as yet is able to control the font that displays on a recipients computer unless that font is embedded within a document that is transmitted.

This means that emails sent out as plain text will display on the recipients computer in the default text set on their desktop computer and/or network.

Therefore, your email program default fonts must be set to the Verdana Family, it being the closest match to the Corporate Font used in most PC/Mac/Systems standard font installations. Times Roman must not be used nor any other Serif Font.

Verdana RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890


06 - TYPOGRAPHY


Email signature:

The following format must be used for all external email signatures for each company and trading style:

Full nameJob TitleCompany Icon, Logo and Name (Including the exclusion zone)Full AddressPhone NumberMobile Number (Optional)Web AddressCorporate StrategyAppropriate Disclaimer

Please use 12pt Verdana family for all content and signature text, with the disclaimer in 8pt.

Tavistock Investments Plc example to be followed:

Kind regards

Firstname LastnameJob Title

Tavistock Investments PLC1 Bracknell Beeches, Old Bracknell LaneBracknell RG12 7BW United Kingdom t: +44 (0) 1753 867000m: +44 (0) 7890 123456www.tavistockinvestments.com

This email together with any attachments is confidential and may only be read, copied and used by the intended recipient. If you are not the named addressee you should not disseminate, distribute or copy this email. Please notify the sender immediately by email and delete this email from your system.

PRODUCT PORTFOLIOS


07


07 - PRODUCT PORTFOLIO

The Tavistock Wealth Product Portfolios

The Tavistock Wealth product line consists of the following investments:

ACUMEN Portfolios: ACUMEN Conservative Portfolio ACUMEN Income Portfolio ACUMEN Progressive Portfolio ACUMEN Adventurous Portfolio

TW PROFILES Risk Profile Range 3, 4, 5, 6, 7 and 8

Tavistock PROFILES Risk Profile Range 3, 4, 5, 6, 7 and 8

ACUMEN PROFILES Risk Profile Range 3, 4, 5, 6, 7 and 8

When referencing the product line within a textual context, they should always appear in the following format:

ACUMEN Portfolio(s):TW PROFILE(S)Tavistock PROFILE(S)ACUMEN PROFILE(S)

The pages that follow show the Portfolio Branding which should always be used when referencing graphically.

Tavistock Wealth also manage the following Partner PROFILES:

Tavistock Bordier 3 to 7Tavistock Kleinwort Benson 4 to 8Tavistock Smith & Williamson 3 to 8

When referencing any of the individual Partner PROFILES, they are shown excluding the word ‘PROFILE’. For example, Risk profile 3 for Bordier is shown as:

Tavistock Bordier 3



The ACUMEN Portfolio branding is shown below.

Files for use in marketing communications can be found in the group resource depository or by contacting the Brand Guardian.

The TW PROFILES branding is shown below.



Individual Risk TW PROFILE Branding can be found in the group resource depository or by contacting the Brand Guardian.

Below is an example using Risk Profile 3:



The Tavistock PROFILES branding is shown below.


The ACUMEN PROFILES branding is shown below.



Individual Risk ACUMEN PROFILE Branding can be found in the group resource depository or by contacting the Brand Guardian.


Individual Risk Tavistock PROFILE Branding can be found in the group resource depository or by contacting the Brand Guardian.


PROFILEACUMEN

PROFILE 3ACUMEN

BRAND ABUSE


08


08 - BRAND ABUSE

The Tavistock Investments Brand Brand use and abuse examples

The Icon

The Logo

Always Never

Always Never

Because the Tavistock Investments Group Identities are the Brand’s primary visual representation, its integrity must be respected at all times, whenever and wherever it is used.

NEVER stretch, condense, augment, try to reconstruct, alter, or distort the Brand’s form in any way.

Changing any graphic element of the Brand will weaken its impact and detract from the consistent image we seek to project. The illustrations that follow show some, but not all, of the more common misunderstandings and inappropriate uses of the elements of the Tavistock Investments Brand.

In addition, it is the responsibility of all employees and affiliates of the Tavistock Investments Group to ensure that when supplying electronic art to external sources for use in promotion, advertorial, news, blogs or simply for reference, to provide clear instruction to the recipients that our Brand elements must not be distorted in any way to fit space allocated.

Only use approved electronic art when reproducing any of the Group Corporate Identities.

ti ti

tavistock TAVISTOCK


08 - BRAND ABUSE

Brand use and abuse examplesBrand use and abuse examples

The Corporate Identity

Always

The Firm

Always

NeverNever


08 - BRAND ABUSE

Brand use in context Please avoid:

The Tavistock Investments Brand Elements have been designed to come together in a form that represents the Tavistock Investments Group brand values and ethos.

The Brand Elements’ purpose is to provide the foundations of the Brand message and underpin brand and product communication by association.

Bearing in mind that all Brand Elements should be used with their respective exclusion zones, none of the Brand Elements should be used or inserted into text as an integral part of a communication or sales message.

There are some exceptions to this rule outlined in Section 10 of these guidelines, but the examples provided on this page should be avoided:

...the temptation to place any of the Brand Elements, such as the Icon into a block of text. remember it would need its exclusion zone which would either distort the line height, or mean that its significance and importance would be diminished.

...the temptation to place any of the Brand Elements, such as the Logo into a block of text. It also would need its

exclusion zone which would either distort the line height, or mean that its significance and importance would be diminished.

...placing the Corporate Strategyinto a line of text. There is an exception to this that can be found in Section 10, but as a rule, it would be out of context as a brand identifier and simply part of a piece of text.

Therefore, in the above examples, reference to the elements should be used within copy as follows:

“.....such as the Tavistock Shield that helps us to know....”

“.....and any service provided by The Tavistock Investments Group will be...”

“.....and we believe this is Revolutionary Thinking because...”

EXCEPTIONS


09


09 - EXCEPTIONS

Brand Usage exceptions

Sometimes we need to use the Brand, or its elements, in ways that aren’t possible within or compatible with the rules we have set.

Whilst the brand use and abuse rules will always apply, the following pages provide some further guidance on circumstances that may arise where we want to be flexible to allow our brand to be present or be used where our guidelines may otherwise exclude it.

Firstly though, we must always try to ensure that Brand guidelines are followed where it is practically possible.

Even where it is decided that alternative use is permissible, please check with the Brand Guardian and always ensure that you only use approved electronic art. If none is available, ask the Brand Guardian to create an exception artwork so that the Brand elements are not compromised.

As time passes, the list of exceptions will undoubtedly increase as usage grows. Be sure to check updates on this document, or request to be included in future Changelog notifications via the Brand Guardian.


09 - EXCEPTIONS

09.01 - The Logo Exception

Where the space available for placement of a Logo or a Corporate Identity is constrained by height, at a predetermined size that renders either difficult read, then the Icon may be placed on the left of the Logo.

A working example of this exception is on company websites, where in order to use the Logo within the header at a legible and desirable size, our normal shield position is not practical.

When using this Logostyle, always be sure to apply the exclusion zone rules.

There are some approved artworks in the online Brand Repository to cater for these situations.

Some examples height restricted versions are shown here on the right.

Remember. Always try to use the approved Logostyle first as the preferred option.


09 - EXCEPTIONS

09.02 - Capitalisation

When using the any part of The Brand within text, the protocol detailed on page 28 clearly shows how to use it.

To expand the logic further, the Brand Product name is always in CAPITALS, and the qualifier always in Title Case.

Example 1: ACUMEN Portfolios

Example 2: Tavistock PROFILES

Exceptions to this rule is where the Product descriptive can be used in a marketing communication where the overall message or styling demands that all text is displayed in CAPITALS for emphasis and effect - in other words, it has a purpose beyond naming.

if in doubt, please contact the Brand Guardian for guidance.

Some examples are provided here:

In headings:

TAVISTOCK PROFILES

Proin suscipit luctus orci placerat fringilla. Donec hendrerit laoreet risus eget adipiscing. Suspendisse in urna ligula, a volutpat mauris. Sed enim mi, bibendum eu pulvinar vel, sodales vitae dui. Pellentesque sed sapien lorem, at lacinia urna. In hac habitasse platea dictumst. Vivamus vel justo in leo laoreet ullamcorper non vitae lorem.

In buttons:

TAVISTOCK PROFILES

In headers:

TAVISTOCK PROFILES

In comparisons (for example where reports depict other products/services all in Capitals):

TAVISTOCK PROFILESACUMEN PROFILESTW PROFILESCOMPETITOR FUNDSPLATFORMS..........

Product name Product name

qualifier

qualifier

2016 - v1.0 TAVISTOCK INVESTMENTS BRAND GUIDELINES

09 - EXCEPTIONS

09.03 - The Icon

Section 8 clearly dictates that The Icon should not be placed within text.

Please adhere this rule, with the following exception.

You may use The Icon as a ‘bullet’ point icon, which not only helps to emphasise the bullet point being made, but also enhances the power of The Icon and can serve to bestow our values upon the point of emphasis being made.

Remember to always deploy the exclusion zone when using The Icon as a bullet point. the larger your bullet point icon, the greater the exclusion that will be required.

An example is shown here:

39

Bullet points:

PRODUCT FEATURES:



Proin suscipit luctus orci placerat fringilla. Donec hendrerit laoreet risus eget adipiscing. Suspendisse in urna ligula, a volutpat mauris. Sed enim mi, bibendum eu pulvinar vel, sodales vitae dui


BRANDED EXAMPLES


10

Documents

BRAND GUIDELINES - Tavistock Group · The Logo - The Tavistock Lettering The Name - The Tavistock Division/Company ... mutually exclusive. Therefore if, for example, the Corporate