Brand Identity Guide

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CONTENTS

Introduction 3

The logo 4

Typefaces 9

Tone and style of imagery 10

Promotional products 11

Artwork 12

Frequently asked questions 13

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Think Brick

Brand Guidelines ensure that the visual design elements of ThinkBrick are applied correctly in every application in which the ThinkBrick logo is identified. Published guidelines are essential forproviding consistency in all communications. These guidelinesshould be followed to give Think Brick a uniform identity, greatervisibility and powerful marketing possibilities.

The purpose of the guidelines is to create uniformity in the visual image of Think Brick.It is important that the standards are strictly followed, especially in regard to thoseconcerning the Think Brick logo.

If you would like to be supplied with brand artwork or have any questions regarding theThink Brick Brand Guidelines please direct them to the Marketing Department.Telephone: 01344 885651, Email: brick@brick.org.uk.

INTRODUCTION

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THE LOGO

Building the Think Brick brand

Brands are icons of our society reflecting our personalpreferences, values and lifestyles.

A brand is not something tangible, such as a label, logo,style and feature; it does not consist of rational featuresand benefits. A brand is created in the hearts and minds ofthe consumer. Brands are an emotional connection –beyond rational reasoning and logic, product superiority,product attributes, or technical specifications alone.

The importance of building Think Brick’s brand identity isvital to our success as an organisation. It reflects the moodand tone to be captured in whatever piece ofcommunication – advertising, newsletters, brochures, signs,websites, etc. Branding captures the thought that everypoint of contact that an individual has with Think Brickshould reflect the same tone. But, having the same tonedoesn’t necessarily mean that every piece ofcommunication must look the same.

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THE LOGO

The logo

The Think Brick logo is a 3 colour identity. It can alsoappear in CMYK (using the breakdowns below), black,or reversed out of one of the primary colours that it ismade up of. These 3 primary colours are:

The Think Brick logo is comprised of 4 main elements:

1. Horizontal type

2. Vertical type

3. The blocks

4. The strapline

4

1

3

2PMS 1525

C. 0M. 58Y. 100K. 10

RGB:223, 122, 28

HEX:DF71AC

PMS 361

C. 69M. 0Y. 100K. 0

RGB:84, 185, 72

HEX:54B948

Black

C. 0M. 0Y. 0K. 100

RGB:0, 0, 0

HEX:000000

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THE LOGO

Correct usage of the logo

The Think Brick logo has been specially designed as aunit and must not be recreated. These correct variationsof the logos are supplied with the official brand aftwork.Consistent application of the logos will reinforce ThinkBrick as a brand.

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THE LOGO

Clearance space and positioning of the logo

As shown here, the logo should always have a minimumof clearance space around it. This ensures clarity ofcommunication and prevents the logo from becominglost or crowded.

X

X

Preferably, the logo should always appear right-alignedbut can be placed at any height on the page dependingon application. The logo should be at least the Xdistance from the edge of the page or perceived border.

X

X

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THE LOGO

Incorrect use of the logo

The correct variations of the logos are supplied with the official brand artwork.

• Do not change the appearance, shape or size of any element of the logo.

• Do not use the elements of the logo independently from one another.

• Do not cut off any part of the logo.

• Do not change the proportions of any part of the logo in relation to the other parts.

think

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TYPEFACES

Where Frutiger is unavailable, Helvetica must be used,however it is preferable to use Frutiger Light as body copy inall communications. This is a universally available typeface.

This applies to business documents, correspondence,promotional materials, displays, product labels, signs, webpages and other media.

DIN Schrift (Mittelschrift) Frutiger Light

Typefaces

For continuity and simplicity, we use only two typefaces in our communications.

For headlines: For body copy:

ABCDEFabcdefABCDEFGHIJKLMNOPQRSTUVWZYZabcdefghijklmnopqrstuvwzyz0123456789

ABCDEFabcdefabcdefghijklmnopqrstuvwzyzabcdefghijklmnopqrstuvwzyz0123456789

IMAGERY

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Tone and style of imagery

Photographs and Illustrations make strong impressionson our audiences. They also play a significant role inconveying brick as the material of choice.

Images that show the benefits of brick should be used.Additionally, we should always be sensitive to ouraudiences and their cultures when selecting images forour communications.

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PROMOTIONAL PRODUCTS

Promotional products

Promotional products may bear the Think Brick elementsas long as the logo specifications are adhered to.Merchandise, clothing, awards and other promotionalapplications must adhere to the logo specifications.

Please contact the Marketing Department for approval.Telephone: 01344 885651, Email: brick@brick.org.uk

SUPPLIED FILES

Artwork

The Think Brick artwork files are available from theMarketing Department. Telephone: 01344 885651,Email: brick@brick.org.uk.

.eps

The logo is also supplied in jpeg format for use inapplications such as PowerPoint presentations andwebsites. EPS (Encapsulated Post Script) files are vectorartwork and are the recommended format for printingbecause they are a very high resolution (800 dpi) andfeature transparent background areas. These files havebeen saved as Adobe Illustrator EPS files compatiblewith version 5.0 to the most recent. They are bothMacintosh and PC compatible.

.jpg

Jpeg vesions of the logos and all imagery are supplied ashigh resolution jpegs - these must be used as a secondpreference to the eps logos supplied.

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FAQS

Q. What are Think Brick’s Pantone Matching System (PMS) Colours?

A. Think Brick uses three main pantone colours, these are: PMS 1525, PMS 361 and Black.

Q. What is Think Brick’s Typeface?

A. Frutiger Light should be used for all body copy, where this is not possible it should be replaced with Helvetica. DINSchrift (Mittleshcrift) should be used for headines.

Q. When the background is more than 50% value, which logo should I use?

A. The reverse (white) should be used.

Q. If printing in one-colour, can I print the Think Brick logo in that colour, even if it is not one of theacceptable colours?

A. No, but you can print the reverse in a colour bar.

Q. Is there a standard placement for the Think Brick web address?

A. Yes, it should be right aligned with the logo, but can appear anywhere underneath it on the page.

Q. Can I use the Think Brick logo in a headline?

A. The logo must never be used as part of a headline or in body copy.

For more information regarding the Think Brick Brand Guidelines contact the Marketing Department.Telephone: 01344 885651 Email: brick@brick.org.uk.

Frequently asked questions