contents introduction 2 1.0 : corporate marque 4 1.1 ... · winning creative director john joyce,...

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Style Guide LINK MOBILE PLC

CONTENTS

INTRODUCTION 2

1.0 : CORPORATE MARQUE 4

1.1 : PROPORTIONAL RELATIONSHIPS OF THE CORPORATE MARQUE 5

1.2 : CORPORATE COLOURS 7

1.3 : PERMISSABLE VARIANTS 8

1.4 : NON-PERMITTED VARIANTS 10

2 : CORPORATE TYPEFACES 12

3 : STATIONERY 13

4 : COVER DESIGNS 16

MARKETING : AVOID RUBBER STAMPING 19

5 : ENVIRONMENTAL APPLICATIONS 21

6 : PRODUCT APPLICATION 24

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LINK MOBILE PLC Style Guide Style Guide LINK MOBILE PLC

Identifying our core values as: - technological : in our product - customer focused : in our quality of service - approachable : to a wide customer base - reliable : providing a dependable service - innovative : in our investment in the future of communications.

Linking people.Linking businesses.Linking Ideas.

INTRODUCTION

Designed in-house by our D&AD Award winning Creative Director John Joyce, our logo is a beacon of corporate representation in a sea of mediocrity. Eschewing current industry colours and styles, our logo and our marketing adopt a clean and simple strategy that evokes both the technology and customer focused elements of our company.

Link Mobile PLC Head Office, Sheffield, UK

Developed with digital technology in mind, clean & simple lines using a carefully selected colour scheme means our brand identity and public recognition has become as ubiquitous and celebrated as other contemporary design classics.

Our choice of sponsorship deals means our company is associated with world class sports and athletes, and the very best of British entertainment and industry.

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1.0 : CORPORATE MARQUE

Impact and clarity at large and small sizes.

The key dimension for the construction of the marque is the width of the stem on the letter “L”

L 2xL 2xLL L L L 2xL L L L 2xL2xL

2xL

2xL

L

7xL

L

2xL

1.1 : PROPORTIONAL RELATIONSHIPS OF THE CORPORATE MARQUE

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1.2 : CORPORATE COLOURS

The colours used for the corporate identity are :

C 75 : M 100 : Y 0 : K 0Pantone Solid Coated : 526CPantone Solid Uncoated : Medium Purple U

C 50 : M 0 : Y 100 : K 0Pantone Solid Coated : 368CPantone Solid Uncoated : 374U

C 0 : M 0 : Y 0 : K 90Pantone Solid Coated : 446CPantone Solid Uncoated : Neutral Black U

C 75 : M 0 : Y 0 : K 0

Link Purple

Used for primary and variant marque, can be used for large areas of colour.

Link Green

Used for primary and variant marque, do not use for large areas of colour.

Neutral Black

Used for text in communications

Pure White

Used for title / strap line in marketing communications

0.5X 1.25X 0.5X

0.5X

X

0.5X

To retain visual clarity and individuality, the prime marque must never be placed too close to other graphical elements.

For the prime marque, the value X is taken from the vertical height of the marque.

The minimum exclusion zone around the prime marque is 0.5 of the value of X.

The simplicity and elegance of the marque means that it is easily recognizable and works

well at smaller sizes.

For printed communications the minimum height allowed of X is 10mm.

For digital communications the minimum height of X is 20 pixels.

10mm

20px

1.1 : PROPORTIONAL RELATIONSHIPS OF THE CORPORATE MARQUE

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The Link Green version should only ever be used on a Link Purple background. It should only be used where aesthetic choices mean a large area of Link Purple is used, eg. our current business card and sim card designs. It is reserved for corporate and product use only, and not for marketing, printed or digital communications.

1.3 : PERMISSABLE VARIANTS

The secondary marque variation without the bounding box can be used in either Link Purple or Link Green.

The Link Purple version is an even more stylish and elegant version of the prime marque. It should only ever be used on a white background. It is reserved for corporate use and below the line communications only, where the dimensions and quiet space of the two colour prime marque would be impractical. This is used mostly in our sponsorship deals.

0.25X 1.25X 0.25X

0.25X

X

0.25X

To retain visual clarity and individuality, the variant marque must never be placed too close to other graphical elements.

For the prime marque, the value X is taken from the vertical height of the marque.

The minimum quiet space around the variant marque is 0.25 of the value of X.

This applies to both Link Purple and Link Green color versions.

The simplicity and elegance of the marque means that it is easily recognizable and works

well at smaller sizes.

For printed communications the minimum height allowed of X is 8mm.

For digital communications the minimum height of X is 12 pixels.

This applies to both Link Purple and Link Green color versions.

8mm

12px

The single colour version should only be used in printed communications when the photocopying or greyscale printing of a document is likely. It should only be used on a plain white background.

The minimum exclusion zone and minimum height are the same as for the two colour prime marque.

The minimum quiet space for the variant marque is a guide : some applications, for

example, favicons, nano-sim cards and some sponsorship placements may require a

smaller exclusion zone.

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1.4 : NON-PERMITTED VARIANTS

Do not rotate, stretch or distort the prime or variant marque in any way.

Do not outline the primary marque or variant marque.

Do not change the colours of the primary marque.

Do not place any other logo or graphical element over the top of the prime marque.

Do not place the single colour prime marque on a photographic or patterned background.

Do not apply effects such as drop shadow, emboss or outer glow to either the primary or variant marque.

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2 : CORPORATE TYPEFACES

Link Mobile PLC uses the typefaces Exo and Myriad Pro for all communications.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdfeghijklmnopqrstuvwxyz1234567890£$%():;,.?@

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdfeghijklmnopqrstuvwxyz1234567890£$%():;,.?@

EXO (Demibold) is used for stylistic purposes on marketing communications and corporate stationery. It was chosen for its contemporary and digital feel, and is used for headlines, strap lines and titles. it is used for our address on letterheads and contact info on business cards. It should not be used for a main body of text. Exo should not be used at a size smaller than 10pt. It is recommended that the tracking is set to 10pt for greater clarity.

MYRIAD PRO is used for paragraph and main body text, and when text smaller than 10pt is needed. It is used for body text on marketing communications, corporate letters and customer bills where clarity is of the utmost importance. The minimum point size for Myriad Pro is 6pt. Tracking and leading should be set to auto in design software.

3 : STATIONERY

Letterheads use the two colour prime marque in the top left corner. The exclusion zone of 0.5X is kept around the marque.

The height of the marque is 40mm, creating an exclusion zone of 20mm. This is also used for the margin of the document.

The corporate typeface Exo Demibold is used for the company address with tracking set to 10pt.

Myriad Pro is used for the name & address for the letter in 12pt regular weight, and in 10pt regular weight for the body text. 12pt is used for the signature.

All text is set in Neutral Black.

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Our business cards are slightly smaller than regular cards : our shaped cards are based on the shape of a standard sim card and keep the same proportion, making it 85 x 51mm.

The single colour Link Green version of the marque is used with double the recommended exclusion zone. This zone is repeated on the reverse of the card.

3 : STATIONERY

The compliments slip follows the same style as the letterheads but with the prime marque at a height of 30mm, creating an exclusion zone and margin of 15mm.

WITH COMPLI MENTS

3 : STATIONERY

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4 : COVER DESIGNS

Placement of the prime marque on printed materials must be in the top left corner with the prescribed qexclusion zone. Where the prime marque is used on a cover for marketing applications, it must be no smaller than an X height of 20mm.

1/3 A4 leaflets

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MARKETING : AVOID RUBBER STAMPING

As a forward thinking company that encourages the communication of people and ideas, we also encourage creativity within our marketing team. Our progressive and inspired team use their skill and experience under the expert guidance of Creative Director John Joyce to deliver innovative and stylish design.

Direct mail and email advertising means a more targeted audience with an established brand familiarity. This allows a more playful and concept-lead approach to a customer base who already appreciate our service and our style.

A4 brochure

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5 : ENVIRONMENTAL APPLICATIONS

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6 : PRODUCT APPLICATION

A5 direct mail packaging for sim card, front & back

The application of the marque to our most widely produced product, sim cards.

As with our business cards, the relatively small size of the product does not lend itself to the use of the prime marque, but instead uses the Link Green variant on a large area of Link Purple background.

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LINK MOBILE PLC Style Guide

A5 direct mail packaging for sim card, interior spread

contents introduction 2 1.0 : corporate marque 4 1.1 ... · winning creative director john joyce,...

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