Brand GuidelinesUsing and implementing the identity

Contents

The Logo 03 Logo clear space and minimum size 04Core Colour Palette 05Extended Colour Palette 06The Typeface 08Grid Principles 09Photography 10Web style 13PowerPoint 14Emails 15Stationery 16Advertising 17

Blenheim Capital Services:The Logo 20Logo clear space and minimum size 21Emails 22Stationery 23

Contacts

3

This is the Blenheim Capital Partners logo in all its colour ways.

The logo can appear centered, right or left aligned on applications.

The logotype comes in both a stacked and horizontal version, the preferred choice is stacked.

The logo is a fixed artwork. It must not be altered or recreated in any way. The Blenheim Capital Partners logotype and symbol should always retain the relationship shown here. Neither the encircled letter B symbol nor the typography should be used independently of the other.

Never reverse the coloured logo out of a background colour, in this instance the white out option should always be used.

Logo Colour Palette

Stacked and horizontal

The Logo

Pantone Black cCMYK 60.40.40.100RGB 0.0.0HEX 000000

Pantone WhiteCMYK 0.0.0.0RGB 255.255.255HEX FFFFFF

Pantone 282 cCMYK 100.87.41.47RGB 0.31.71HEX 002147

Stacked version

Horizontal version

4

Clear Space and Minimum Size

To ensure that the Blenheim Capital Partners logo always appears clearly and unobstructed, it is important to provide an area of clear space around it. The minimum clear space areas are shown here. No other object should appear within this area at any time, and where possible, this clear space should be increased.

The Logo

The logo should always be legible and must never lose its integrity when reduced to a small size. To ensure this, the logo should never appear smaller than the sizes shown here.

23mm 30mm

5

Core Colour Palette

The core colour palette will underpin the corporate style of the brand. These colours will be instantly recognisable as Blenheim material.

Broader colour palettes exist for specific audiences and uses.

Using the core palette will help maintain consistency and cohesion in the presentation of the Company. Wherever possible these colours should be printed as special or spot colours. By specifying the Pantone® references, the printer should be able to match them perfectly.

Blenheim BlueSpot: Pantone 282CMYK: 100.87.41.47RGB: 0.31.71HEX: 002147

Blenheim GreySpot: Pantone Cool Grey 9CMYK: 56.47.44.11RGB: 116.118.121HEX: 747679

Blenheim BlackSpot: Pantone BlackCMYK: 60.40.40.100RGB: 0.0.0HEX: 000000

Colour Palette

6

Extended Colour Palette

The extended colour palette will provide the flexibility needed to effectively communicate the broad subject base, and with different target audiences.

The palette includes colours that are both vibrant and confident as well as those that are more composed and considered – allowing you to select colours to suit the nature of your need. The breadth of the palette enables us to communicate the standing and professionalism of Blenheim as well as its dynamic future focus.

The palette offers a wide range of blue tones which reinforce the corporate look. The brighter blues should be used more sparingly and confined to small areas. For example Cyan can be used for bullet points or highlighting important text, but it is not intended for a solid page colour. If a solid blue is used as a full page bleed the Blenheim blue must be used from the core colour palette.

Adherence to the colour palette will help to provide cohesion across materials.

Colour Palette

Pantone 752713.12.18.0

Pantone 28334.6.0.0

Pantone Cool Grey 60.0.0.40

Pantone 746299.66.24.6

Pantone Cool Grey 110.0.0.80

Pantone 302100.38.0.51

Pantone Black0.0.0.100

Pantone 281100.89.31.30

Pantone Cool Grey 30.0.0.20

Pantone 292587.27.0.0

Pantone 62815.0.6.0

Pantone Cyan100.0.0.0

Pantone 312100.0.15.0

Pantone 634100.0.8.47

Pantone 297534.0.0.0

The range of blues available are to support the Blenheim blue in its use as a highlight or rule/bullet point colour. This wide range can be particularly useful for charts and graphs, adding variety while complementing any photography that has a blue bias.

Black and the Cool Grey colours are used for text which can also include bullet points and rules.

Cool Grey 3 and Pantone 628 can be used when using very large text or letters as a graphic tool.

Pantone 7527 can be used to give the look of a varnish.

Pantone Black Pantone Cool Grey 6

Pantone Cool Grey 11

Pantone Cool Grey 9

Pantone Cool Grey 3

Pantone 628 Pantone 7527

7

Extended Colour Palette for diagrams/bar charts and graphs

The extended colour palette will also incorporate other colours for use on bar charts and graphs used in annual reports and internal documents.

Using these and the other extended colours will ensure clear distinction between each element in a diagram such as a bar chart.

These colours are not to be used in large areas or on the main principle document, they have been specifically selected to be used sparingly on graphic diagrams such as bar charts.

Colour Palette

Pantone 33118.0.15.0

Pantone 327591.0.51.0

Pantone 321100.0.30.23

Pantone 329100.0.47.47

Pantone 325547.0.30.0

Pantone 39611.0.100.0

Pantone 38415.0.100.30

Pantone 36472.0.100.43

Pantone 3308100.0.60.72

Pantone 39018.0.100.6

8

There is one typeface used on all Blenheim applications and materials and that is Expert Sans and Serif in all its weight forms.

Italic variants should only be used for highlighting quotes or titles.

For headlines or displays, the fonts can utilise reduced or increased kerning (letter-spacing) or leading (line-spacing) to achieve a desired effect or style. Kerning should never be below -40 or exceed +50, as a general rule of legibility.

Typeface

ExpertExpert Sans Extra Light RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Sans Extra Light ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Sans Light RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Sans Light ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Sans BlackABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

Expert Sans RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Sans Regular ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Sans Regular BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Sans Regular Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Sans Extra BoldABCDEFGHIJKLMNOPQRSTUVWXabcdefghijklmnopqrstuvwxyz 0123456789

Expert Serif RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Serif ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Serif BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert Serif Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Expert

9

The GridBasic Grid principles

A4 Centred Two Column

A4 Left Aligned Two Column A4 Three Column A4 Left Aligned Single Column

There are four ways that text can be applied to an A4 page, a centred two column, left aligned two column, three column and a left aligned single column.

Using this rule all material published will look cohesive and part of the same corporate suite.

The grid shown opposite can be adapted to any format as long as the general principle is adhered to.

10

Photography – Criteria for Selection

Photography

Images are a key element of the identity management framework. They help to express the organisation, communicating our messages and our style.

That it is: Inspiring Modern and future focused Dynamic and leading edge Alive and real

When commissioning or selecting images the following prompts should be considered:

l Is the image uplifting and inspiring?l Does it convey ambition and determination?l Does the image feel real rather than contrived or posed?l Does it portray Blenheim with integrity?l Is the image modern, dynamic, advancing?

Blenheim has a global reach in its business and partnerships and as such the photography should reflect this. A good example of an image to use is one that incorporates many countries and continents such as a globe.

Photography can be in 4 colour spectrum or have a distinct blue bias to reflect the core corporate palette. Photographs can represent real life or be abstract in nature to represent a concept or idea.

Global/International City/Modern/Dynamic/Business People

11

PhotographyStock Library

The photographs on the next two pages show our stock library.

Any picture can be chosen that is appropriate for the application. If the budget allows a commissioned or photograph from a commercial photo library can be used.

This page shows photographs with a blue bias covering the areas of global, industry and technology sectors.

12

PhotographyStock Library

This page shows photographs with a full colour spectrum.

13

Screen IdentityWeb Style

The design for the website should reflect the same look and feel as on all other Blenheim platforms and applications. The general principles concerning logo, typeface, colour, style of photography etc. must be adhered to. This is a fundamental factor in bringing consistency to all key items.

It is important to show Blenheim’s global and international presence as the world’s leading offset arranger. This can be done through good use of photography and imagery, ideally with a blue bias to the images used.

Examples of how web pages should look are shown opposite.

14

PowerPoint

PowerPoint presentations and documents will use many of the constant components of the Identity Management system (i.e. logo placement, identity band, typeface, grids). They will be produced in the Expert typeface unless other text is being imported as a graphic element.

The title slide carries the Blenheim Capital Partners logo right aligned at the top of the slide.

On all other slides the Company logo must appear at the base of the slide, right aligned. It is vital that the Company is identified throughout the course of any presentation or print out.

The presentation or printed PowerPoint document should be produced using the core Company colour palette.

It is also recommended that wherever possible this colour scheme be used in situations where several different presentations are being made by the Company at the same venue or event. This will help the Company to appear more professional in these situations.

If presentations or documents are for more subject specific purposes or intended for more local use, they can be produced using colours from the wider palette to fit with other linked materials.

Screen Identity

15

Emails

Screen Identity

First Name Last NameJob Title

Telephone: +44 (0)20 7XXX XXXXFax: +44 (0)20 7XXX XXXXEmail: firstname.lastname@blenheimcapitalpartners.com

www.blenheimcapitalpartners.com

Emails should always be finished with an email signature to maintain a professional and corporate impression. It gives the recipient all forms of communication and contact details and a link to our website.

The example opposite shows how this email signature should look.

16

StationeryStandard Stationery

To convey a smart, professional image a suite of stationery has been designed to give a coherent, unified look to our communications.

To order stationery, contact xxxxx. Stationery should not be ordered from any other source. This will ensure consistency in paper and print quality.

.

Trafalgar Court, Admiral Park, St Peter Port, Guernsey, GY1 3EZTelephone: +44 (0)20 7XXX XXXXFax: +44 (0)20 7XXX XXXXEmail: info@blenheimcapitalpartners.comwww.blenheimcapitalpartners.com

Trafalgar Court, Admiral Park, St Peter Port, Guernsey, GY1 3EZTelephone: +44 (0)20 7XXX XXXXFax: +44 (0)20 7XXX XXXXEmail: info@blenheimcapitalpartners.comwww.blenheimcapitalpartners.com

With Compliments

Blenheim Capital PartnersTrafalgar Court, Admiral Park,St Peter Port, Guernsey GY1 3EZ

Telephone: +44 (0)20 7XXX XXXXMobile: +44 (0)7XXX XXXXXXXFax: +44 (0)20 7XXX XXXXEmail: firstname.lastname@blenheimcapitalpartners.comwww.blenheimcapitalpartners.com

First Name Last NameJob Title

17

Marketing

Blenheim Capital Partners adverts may be presented in full page A4 format. These follow the same rules and principles layed out in these guidelines in terms of grid, typeface, colour etc. Use the examples opposite as a guide to designing an A4 advert.

Advertising – Single page

Ranged left alignment Centered alignment

18

Marketing

Blenheim Capital Partners adverts may also be presented in double page spread format. These follow the same rules and principles layed out in these guidelines in terms of grid, typeface, colour etc. Use the examples opposite as a guide to designing a double page advert.

Advertising – Double page

19

Identity Guidelines

20

This is the Blenheim Capital Services logo in all its colour ways.

The logo can appear centered, right or left aligned on applications.

The logotype comes in both a stacked and horizontal version, the preferred choice is stacked.

The logo is a fixed artwork. It must not be altered or recreated in any way. The Blenheim Capital Services logotype and symbol should always retain the relationship shown here. Neither the encircled letter B symbol nor the typography should be used independently of the other.

Never reverse the coloured logo out of a background colour, in this instance the white out option should always be used.

Logo Colour Palette

Standard

The Logo

Pantone Black cCMYK 60.40.40.100RGB 0.0.0HEX 000000

Pantone WhiteCMYK 0.0.0.0RGB 255.255.255HEX FFFFFF

Pantone 282 cCMYK 100.87.41.47RGB 0.31.71HEX 002147

Standard version

21

Clear Space and Minimum Size

To ensure that the Blenheim Capital Services logo always appears clearly and unobstructed, it is important to provide an area of clear space around it. The minimum clear space areas are shown here. No other object should appear within this area at any time, and where possible, this clear space should be increased.

The Logo

The logo should always be legible and must never lose its integrity when reduced to a small size. To ensure this, the logo should never appear smaller than the sizes shown here.

23mm

22

Emails

Screen Identity

First Name Last NameJob Title

Telephone: +44 (0)20 7038 8002Fax: +44 (0)20 7038 8132Email: firstname.lastname@blenheimcs.com

www.blenheimcapitalservices.com

Emails should always be finished with an email signature to maintain a professional and corporate impression. It gives the recipient all forms of communication and contact details and a link to our website.

The example opposite shows how this email signature should look.

23

StationeryStandard Stationery

To convey a smart, professional image a suite of stationery has been designed to give a coherent, unified look to our communications.

To order stationery, contact xxxxx. Stationery should not be ordered from any other source. This will ensure consistency in paper and print quality.

.

Blenheim Capital Services Ltd.,Level 33, 25 Canada Square, Canary Wharf, London E14 5LB Telephone: +44 (0)20 7038 8002Fax: +44 (0)20 7038 8132Email: info@blenheimcapitalservices.comwww.blenheimcapitalservices.com

Blenheim Capital Services Ltd.,Level 33, 25 Canada Square, Canary Wharf, London E14 5LB Telephone: +44 (0)20 7038 8002Fax: +44 (0)20 7038 8132Email: info@blenheimcapitalservices.comwww.blenheimcapitalservices.com

With Compliments

First Name Last NameJob Title

Blenheim Capital Services Ltd.,Level 33, 25 Canada Square, Canary Wharf, London E14 5LB

Telephone: +44 (0)20 7038 8002Fax: +44 (0)20 7038 8132Email: firstname.lastname@blenheimcs.comwww.blenheimcapitalservices.com

Contact

3 Sheldon Square, Level 2, London, W2 6HYTel: + 44 (0)207 266 7010Fax: +44 (0)207 266 7057Email: info@blenheimcapitalpartners.comwww.blenheimcapitalpartners.com