This is a simple styleguide for the renewvisual brand. Pleasehave a read andyou’ll see that thereare a few basic rulesto follow – the rest isup to you.

Our Logo/

On the next page is our logo which we’venamed the ‘petal’. The symbol contains thelogotype and these combine to create a timelesselegant identity that embodies the renew brand.This is the primary version with a dramatic colourgraduation.

Please handle with care.

This is our logo. Please use this version onall materials. However we do know that isnot always possible so there are a few otherversions for those instances. The logo works

well on flat dark and light colours.

As you can see here. The logo loves whiteand also all that space. Remember not to

crowd it and let it breathe.

In certain cases the logo will need to appearin black and white and as such there is areversed version for dark backgrounds.

And here is the mono black version.

And finally there is an outline version of thelogo to be used occasionally.

The logo feels directional and we like tosuggest this by its position. Try top right or

bottom left and centred when alone.

Don’t let the background colour interferewith the logo.

Don’t let background graphics and colourinterfere with the logo.

Don’t flip the logo or use it without thelogotype unless specified.

Don’t crop the logo or have it too close tothe edge of the screen or page.

You can use the outline version of the logowithout the renew type to create graphic

patterns. Keep these simple, graphic,dynamic and sophisticated.

Colour/

Colour is important to us. Keep it simple andunderstated, but with some bright accents tobring things to life.

Our palette uses a sophisticated purple, blueand gray with sparks of pink and vibrant green.It feels strong, engaging, modern but also warmand approachable.

Use the palette subtly and with sophistication.

Primary Paletterenew PurpleR41 G32 B75

renew Deep BlueR07 G34 B59

renew Pale PurpleR169 G131 B171

renew Dove GrayR184 G187 B194

Accent Paletterenew PinkR255 G46 B117

renew GreenR0 G163 B18

is our accent colour used to pull out titles add moments of vibrany to our brand.

green

is our accent colour used to pull out titles add moments of vibrany to our brand.

pink

Typeface/

Our typeface is Typ1451. It’s modern, butapproachable too. Use the different weights togive structure to copy and layout. Give it space,use it small or large, but do use it.

We also use Helvetica to support Typ1451. Use thiswhen writing emails, letters or for lots of text.

Typ1451ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()

Typ1451 MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()

Typ1451 BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()

Tone of Voice/

The way we speak in our communications isimportant. It needs to feel intelligent, warm,approachable, engaging and above all easy tounderstand. Use ten words instead of twenty.Use plain English, even when dealing withcomplex ideas or technology. Consistency ofvoice is also important whether it is an email,letter, report, website or advertising campaign.

Simple.Concise.Clear.Intelligent.Human.Honest.

Image/

We like images that have warmth and humanityand that are beautiful and compelling. We liketo see people and images that ground you inreal life in an artistic way. We like images thatspeak to the environment without necessarilyusing the typical examples. Make the most ofimages and elevate their strengths by croppingthem. Let them breathe and don’t bury themunder lots of graphics and text.

Screen/

The screen is an important communicationplatform for renew and will be pivotal in bringingthe brand alive. The following page shows asimple grid showing the key areas for sponsoredcontent. Within this area the content needs to bedesigned according to the sponsor brand. Evenso, the design values that renew has must bemaintained. So typography needs to besophisticated, considered and well laid out.Content needs to be concise, simple and clear.The renew logo needs to appear at all times asa 70% opacity bug in the top corner of the screen.

Sponsor logo

Title +Main Content Area

Need to follow the sponsor brand.

Bitesize content.

Sophisticated typography.

More InfoCall to Action

BarbicanFilm

barbican.org.uk/filmFor bookings:

Casino Royale16 – 30 Nov 2006

barbican

renew bug

Screen/

Additionally the renew brand will appear betweencontent to brand the ‘channel’. These will beseen as mini ‘idents’ much like those seen onterrestrial and cable TV. These are dynamic andbring the logo to life in motion.

Thank you.