Good times are waiting to be discovered

Transcription

1 Good times are waiting to be discovered Caring for our brand v1.0 April 2016

2 A life less ordinary

3 Our club was born out of a sense of adventure and nurtured by those with an endless energy and shared passion. These are the very same characteristics that inspired Boundless. We want to bring back that pioneering spirit, where good times are waiting to be discovered and shared. A club that is as appealing and ground breaking for today s audience as it was in Boundless rekindles that sense of adventure for future generations. A life with no limits. A life of unending great memories. An extraordinary life.

4 So what s the big idea? It s simple. We believe people should enjoy every moment of their free time. So we help our members get the most from theirs. ow? We create and provide unique deals, exclusive perks and money-can t-buy experiences, tailored to our members. By doing that, we give them the chance of a more extraordinary life. After all, it s memories (not possessions) that really count.

5 Promises, promises A brand is not just an icon, a slogan, or a mission statement. It s a promise. A promise that s always kept. Never broken. It should radiate from our people, behaviour, communication, environment and our product. We talk it and walk it, internally and externally. We need to keep it in every marketing activity, every action, every corporate decision and every customer interaction.

6 Our brand promise The discovery of a more extraordinary life Brand proposition We create and provide unique deals, perks and experiences to help public sector workers get the most from their free time

7 Brand personality From our first breath in 1923 to now, our core attributes have not changed. Every communication and action should reflect our personality: Fun happy days doing things that make us smile Curious trying new stuff and exploring new places Sharing spirit sharing good times with loved ones and friends Trusted always reliable, always honest Inspiring full of ideas to help get the most from life

8 The guiding principles Inspired and excited Take inspiration from the brand and product you re writing about. Tune into everyday language. Never be too formal. Craft the conversational. The copy should not be pushy or salesy. We must be confident, not desperate. Real and accessible We re approachable with an emphasis on the practical benefits, without losing an element of fun and emotion. We know what s most important in life. We always talk like we ve experienced the things we re promoting. We re passionate about getting the most from life and experienced enough to know the off-the-beatentrack secrets. We have a wealth of leisure partners and we know the industry well. We demonstrate this by providing insider knowledge and useful tips.

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10 ow we express ourselves Conversational and friendly A trusted friend or partner with a sociable disposition. Clear and simple Go for the normal, everyday word. Root out jargon even though we might sometimes be very familiar with it. Warm and inviting More about the members, less about us. Show don t tell We don t just tell our members what we re good at, we demonstrate it. Always use an uppercase B When referring to Boundless in copy, always use an uppercase B. Only the brandmark and URLs are all lowercase.

11 Get to the point. Waffle less. The copy needs to be less a statement about us, more about inviting people in. We are transparent and honest. We don t try to pull the wool over our members eyes. One audience, many people Our audience are Public Sector and Civil Service employees. owever, that covers a huge variety of job roles. Rather than talk to them as one entity, focus on the benefits for them, the real experience, the moments they ll wish they were there to enjoy. This is especially important when placing the brand/us as their first port of call for things to do in their spare time.

12 Typography Display font (headlines): Neo Sans Body copy: Aller Regular Neo Sans Bold Neo Sans Medium Aa Aa abcdefghijklmnopqrstuvwxyz ABCDEFGIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGIJKLMNOPQRSTUVWXYZ Aller Regular Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate cupidatat non proident, sunt in culpa qui officia deserunt. Neo Sans Light Aa abcdefghijklmnopqrstuvwxyz ABCDEFGIJKLMNOPQRSTUVWXYZ Aller Bold Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate cupidatat non proident, sunt in culpa qui officia deserunt.

13 Colour Primary colours GLOW RED C0 M90 Y70 K0 RGB 231,52,63 Pantone 032c CALM GREY C47 M0 Y0 K75 RGB 36,61,71 Pantone 432c WITE Secondary colours (accent only) FRES BLUE C70 M0 Y30 K0 RGB 49,183,188 Pantone 631c ZEST YELLOW C0 M23 Y100 K0 RGB 254,199,0 Pantone 7548c Use secondary colours sparingly and always as a support to the primary palette. Secondary colours are not to be used for brand adverts or stationery, but can be used for all other applications.

14 do what you love and do it often

15 Imagery Real is the name of the game. Our audience should be able to relate to it. Each image should reflect a moment one caught on camera, perhaps snapped on a phone during a great experience. The moment is the hero. It s a slice of real life, so images will never be posed and needn t be picture perfect. Don t over complicate things the simplest of moments can mean the most. Some do s Simple, clean and fresh. Naturally lit. Movement, blur, imperfections are fine as this adds to the authenticity. Colour and occasional black and white images are fine. Include images with people in where possible it doesn t have to be more than an arm, or a hand, but it ensures a connection with our members. Consider including families where possible, as well as older couples this is our target audience. Evaluate each photo you use in the same way you would a design, make sure that it is strong and tells a story. And some don ts Posed models and over stylised shots should be avoided. Don t use overly glamorous models and consider the age range, don t use too many 20 year olds - this is not our target audience. Images should be about sharing experiences and having fun, so not too many lone people when using a collection of images please. ighly retouched photography should be avoided.

16 Introducing our new logo, to take us into an exciting new era.

17 Yes yes yes! There are a few options of our logo that work across a wide range of applications: The stacked version is the primary logo in all print use The line version is the secondary logo when the primary option is not suitable Colour combination There are two variations of the Boundless By CSMA logo. Please do not create your own combinations. Even Boundless has its limits To ensure legibility our brandmark must not go any smaller than the following: Stacked 25mm Line 35mm When the logo needs to go smaller than the recommended sizes By CSMA is removed (and placed elsewhere if needs be).

18 No no no! We ve spent ages developing and refining our logo so we don t want it to be mashed, mangled or given a new lick of paint thank you very much. To keep us happy, please use the logos as they are, and avoid the following: Please don t stretch the logo. Please don t alter the colour. Please don t rotate the logo. Please don t distort the logo. Please don t add drop shadows. Please don t alter the proportions of the logo elements. Please don t alter the font.

19 and breathe x x We all need personal space, our logo is no different. x Using the x-height as a guide ensures that other elements or brandmarks do not encroach on our logo. x Our vector logos have been set up with the exclusion zone in place, so the fiddly bit has been done for you. x x x

20 Spacing 1 of 2 A4/Magazine advert type guidelines Consistency is key and we want all of our communications to have a strong visual and tonal thread. ere is a guide to show the spacing between headlines, sub heads and body copy. These elements must always be left aligned and butting up against the left hand margin. There is freedom to move the copy vertically, within the specified margins. Font sizing (A4/Magazine): eadlines Neo Sans Medium 60pt/62pt, -20 tracking Sub headings Neo Sans Medium 20pt/22pt, -20 tracking Body copy Aller Regular 10pt/14pt, -30 tracking 60pt Neo Sans Bold uppercase X 30pt Neo Sans Bold uppercase X Double return X X eadline Neo Sans Medium 60pt/62pt Sub head Neo Sans Medium 20pt/22pt, -20pt tracking Advert copy Aller Regular 10/14pt, -30pt tracking. Um est exerum voluptist, simet volupturi ate doluptaquas quo de voluptate re con pedit eariosse modit re volo minctem quiande liberumquo odi rate dolesto taquatur, omnis ratest omnihitis cullabo ribust, vendi di inciand andae. Icius voloremod ut explab ilibus res del mos re nistemped que liquae reperum. Sign off Aller Bold 10/11pt, -30pt tracking: CTA Aller Bold 12pt/14pt, -30 tracking Third party logos Must sit in the middle of the exclusion zone (see pg.21)

21 Spacing 2 of 2 A5 type advert guidelines Font sizing (A5): eadlines Neo Sans Medium 42pt/44pt, -20 tracking Sub headings Neo Sans Medium 14pt/16pt, -20 tracking Body copy Aller Regular 8pt/11pt, -30 tracking CTA Aller Bold 10pt/11pt, -30 tracking 42pt Neo Sans Bold uppercase X 21pt Neo Sans Bold uppercase X Double return eadline Neo Sans Medium 42pt/44pt Sub head Neo Sans Medium 14pt/16pt, -20pt tracking Advert copy Aller Regular 8/11pt, -30pt tracking. Um est exerum voluptist, simet volupturi ate doluptaquas quo de voluptate re con pedit eariosse modit re volo minctem quiande liberumquo odi rate dolesto taquatur, omnis ratest omnihitis cullabo ribust, vendi di inciand andae. Icius voloremod ut explab ilibus res del mos re nistemped que liqua. Sign off Aller Bold 10/11pt, -30pt tracking:

22 Grids We use a six column grid, to allow flexibility. The gutter width is 4mm. 20mm A4/Magazine type area Top: 20mm Left: 12mm Right: 12mm Bottom: 17mm A5 type area Top: 18mm Left: 10mm Right: 10mm Bottom: 15mm 12mm 12mm Logo placement Place the logo lock-up so that Boundless sits in the bottom right corner of the grid and is the width of two columns. 17mm

23 Advertising 1 of 2 Clean, distinctive and bold: these are the principles of our advertising. Use the type guide (pg.22) and the image library to create an eye-catching layout. eadline Neo Sans Medium 60pt/62pt Sub head Neo Sans Medium 20pt/22pt, -20pt tracking Advert copy Aller Regular 10/14pt, -30pt tracking. Um est exerum voluptist, simet volupturi ate doluptaquas quo de voluptate re con pedit eariosse modit re volo minctem quiande liberumquo odi rate dolesto taquatur, omnis ratest omnihitis cullabo ribust, vendi di inciand andae. Icius voloremod ut explab ilibus res del mos re nistemped que liquae reperum. Sign off Aller Bold 10/11pt, -30pt tracking: Equal thickness between infinity symbol and lock up device Using the infinity symbol Infinity symbol placement examples The infinity symbol is used to reinforce the brand and also to create interesting compositions in an advert. It s position is entirely up to you. The only restriction is that it must be the same thickness as the logo lock-up arc in the bottom right. eadline Neo Sans Medium 60pt/62pt Sub head Neo Sans Medium 20pt/22pt, -20pt tracking eadline Neo Sans Medium 60pt/62pt Sub head Neo Sans Medium 20pt/22pt, -20pt tracking eadline Neo Sans Medium 60pt/62pt Sub head Neo Sans Medium 20pt/22pt, -20pt tracking Advert copy Aller Regular 10/14pt, -30pt tracking. Um est exerum voluptist, simet volupturi ate doluptaquas quo de voluptate re con pedit eariosse modit re volo minctem quiande liberumquo odi rate dolesto taquatur, omnis ratest omnihitis cullabo ribust, vendi di inciand andae. Icius voloremod ut explab ilibus res del mos re nistemped que liquae reperum. Advert copy Aller Regular 10/14pt, -30pt tracking. Um est exerum voluptist, simet volupturi ate doluptaquas quo de voluptate re con pedit eariosse modit re volo minctem quiande liberumquo odi rate dolesto taquatur, omnis ratest omnihitis cullabo ribust, vendi di inciand andae. Icius voloremod ut explab ilibus res del mos re nistemped que liquae reperum. Advert copy Aller Regular 10/14pt, -30pt tracking. Um est exerum voluptist, simet volupturi ate doluptaquas quo de voluptate re con pedit eariosse modit re volo minctem quiande liberumquo odi rate dolesto taquatur, omnis ratest omnihitis cullabo ribust, vendi di inciand andae. Icius voloremod ut explab ilibus res del mos re nistemped que liquae reperum. Sign off Aller Bold 10/11pt, -30pt tracking: Sign off Aller Bold 10/11pt, -30pt tracking: Sign off Aller Bold 10/11pt, -30pt tracking:

24 Advertising 2 of 2 Full image advert example Cut-out image advert example Glow Red is the primary background colour Cut-out image advert example Secondary colourways Your holiday made easy. Boundless has everything you need for your next holiday Your holiday made easy. Boundless has everything you need for your next holiday Good times are waiting to be discovered We re for our members, exclusively Your holiday made easy. Boundless has everything you need for your next holiday We ve carefully selected our travel partners to cater for all elements of your trip - from travel inspiration down to your holiday essentials. Your membership gives you: Fantastic offers on cruises and holidays Great deals on travel insurance, currency exchange and airport parking, hotels and lounges Exclusive discounts on car hire and ferry crossings Simply visit: boundless.co.uk/travel 15_0648 We ve carefully selected our travel partners to cater for all elements of your trip - from travel inspiration down to your holiday essentials. Your membership gives you: Fantastic offers on cruises and holidays Great deals on travel insurance, currency exchange and airport parking, hotels and lounges Exclusive discounts on car hire and ferry crossings Simply visit: boundless.co.uk/travel 15_0648 We ve carefully selected our travel partners to cater for all elements of your trip - from travel inspiration down to your holiday essentials. Your membership gives you: Fantastic offers on cruises and holidays Great deals on travel insurance, currency exchange and airport parking, hotels and lounges Exclusive discounts on car hire and ferry crossings 15_0648 We ve carefully selected our travel partners to cater for all elements of your trip - from travel inspiration down to your holiday essentials. Your membership gives you: Fantastic offers on cruises and holidays Great deals on travel insurance, currency exchange and airport parking, hotels and lounges Exclusive discounts on car hire and ferry crossings 15_0648 Discover the benefits today: boundless.co.uk Simply visit: boundless.co.uk/travel

25 Get in touch If you have any questions about these guidelines, please contact: Darren Milton ead of Brand & Creative