FreeMove Brand Strategy and Guidelines. May 2004

Transcription

1 FreeMove Brand Strategy and Guidelines May 2004

2 Welcome Brand Strategy Background control Colour background Photographic background Who we are Attributes Positioning Incorrect usage Incorrect usage Brand Guidelines 07 Brand Applications 37 The logo Logo specifications Logo colour Palette Clear space & minimum size Typographic usage Photographis style Endorsement FreeMove brand endorsement Single endorsement (Local brands communicating to the consumer) Logo colour palette Clear space & minimum size Position Logo size relationship with Orange Logo size relationship with Telefonica Móviles Logo size relationship with TIM Logo size relationship with T-Mobile Order of member brands Multi member endorsement Clear space & minimum size Position Logo size relationship with Orange Logo size relationship with Telefonica Móviles Logo size relationship with TIM Logo size relationship with T-Mobile When FreeMove communicates as a brand When FreeMove communicates as a brand Position Use FreeMove in text When FreeMove communicates as an alliance Applying the FreeMove brand to the members communications Member direct marketing Orange Member direct marketing Telefonica Movistar Member direct marketing TIM Member direct marketing T-Mobile Member advertising Orange Member advertising Telefonica Movistar Member advertising TIM Member advertising T-Mobile Member web Orange Member web Telefonica Movistar Member web TIM Member web T-Mobile international Applying the FreeMove brand outside of the members standard communications When FreeMove communicates through its qualifying affiliates, other than the mother brands FreeMove Guidelines

3 Welcome We are coming together to forge a new vision for a mobile communications alliance... one that is dedicated to ensuring that all our clients feel totally at ease when they seek to stay in touch with what matters most to them as they travel throughout the world. FreeMove will be the definitive source for communications services, preferred for its ease-ofuse, familiarity, reliability and value. This goal represents a great challenge and an even greater opportunity. The following pages summarize the foundations of the spirit and the philosophy that will inspire us in bringing our brand promise to life. The success of the FreeMove brand will depend on the correct and consistent application of the logo endorsement strategy. Ensure that you use the rules from this guideline in all situations and if in doubt consult your brand manager for further advice. All members are responsible for maintaining the consistency of the alliance brand as it is equally owned by all members and has multi-laterally agreed usage principles. FreeMove Guidelines Page 02

4 Brand Strategy FreeMove Guidelines Page 03

5 Who we are FreeMove is a brand that represents a mobile communications services alliance which will offer ease-of-use, reliability and value for the customers of each member brand. Each member brand will continue to own the relationship with its customers. The aim of the alliance brand is to signal greater benefits to customers when travelling abroad; these benefits cannot be achieved by the member brand alone. FreeMove Guidelines Page 04

6 Attributes Functional attributes We are straightforward and well connected, ensuring that the alliance can provide the top-quality communications services that customers value most in a consistent, reliable and easy manner wherever they are. Emotional attributes We are reassuring, allowing our customers to feel comfortable and secure with the most relevant and practical services for their individual needs. We are trustworthy since it we are comprised of proven providers, trusted and valued for their local savvy and experience. FreeMove Guidelines Page 05

7 Positioning When traveling abroad, I require easyaccess communication with everyone and everything that matters to me. Through the global connections of the alliance, I know that my network will provide me with a straightforward and easy mobile service abroad, so that I feel the same degree of trust and confidence I do at home. FreeMove alliance: Feel at ease throughout the world. FreeMove Guidelines Page 06

8 Brand Guidelines FreeMove Guidelines Page 07

9 The logo The master logo Our logo is the visual representation of movement and connectivity. It symbolises the straightforward, easy and above all seamless service which allows our customers to feel at ease throughout the world. FreeMove Guidelines Page 08

10 Logo specifications FreeMove Guidelines Page 09

11 Logo colour palette Master logo. Should only be on a white background. FreeMove Blue Pantone 293 C: 100 M: 56 Y: 0 K: 0 R: 12 G: 71 B: 157 FreeMove Sky Blue Pantone 659 C: 70 M: 40 Y: 0 K: 0 R: 79 G: 114 B: 179 Single colour blue logo. Alternate to master logo, for use where the background colour is light with little contrast FreeMove Blue Pantone 293 C: 100 M: 56 Y: 0 K: 0 R: 12 G: 71 B: 157 White logo. For use where the background is dark White Black logo. For use where the background has too much contrast and is not light enough for the master logo. Black Further neutral colour versions. Any shade between black and white (i.e. grey) can be used as a neutral colour version if needed. FreeMove Guidelines Page 10

12 Clear space & minimum size Minimum size and clear space distances have been specified to guarantee maximum visibility and legibility for the alliance brand identity and the descriptor line. X =X X It is important to apply the rule consistently to protect the integrity of the logo. X When applying minimum size ensure that the master logo is used in printed applications and the solid blue logo in special uses such as soft keys and mobile menus. X A 15.5 mm. / 44 px. B 10 mm. / 28.5 px. Lorem ipsum dolor sit amet. Consectetuer adipiscing elit, sed diam nonummy nib laoreet dolore magna aliquam erat volutpat. Ut wisi quis nostrud exerci tation ullamcorper suscipit lobo Lorem ipsum dolor sit amet. Consectetuer adipiscing elit, sed diam nonummy nib laoreet dolore magna aliquam erat volutpat. Ut wisi quis nostrud exerci tation ullamcorper suscipit lobo commodo consequat. FreeMove Guidelines Page 11

13 Typographic usage Gill Sans is a simple, classic but modern font with qualities that reflect the brand's attributes. Whenever all the members communicate together as the FreeMove brand, the typeface Gill Sans must used. Always align the copy to the left and allow sufficient space around the text. Never use the font in all upper case and use the bold weight or italic to create emphasis. Gill Sans Light Gill Sans Regular Gill Sans Italic Gill Sans Bold Gill Sans Bold Italic FreeMove Guidelines Page 12

14 Photographic style The FreeMove photographic style reflects the spirit of the brand. The photo choice must always be simple, colourful and positive and the themes of connectivity, freedom and movement must be consistently applied throughout. Always include a human element (hands, heads, bodies etc.) as the main focus of the picture and try to avoid clichèd unnatural images. Finally, ensure that all photos are cut-out (a character or a shape that has its background removed) and placed on a white background. The photos shown on this page should only be seen as illustrative examples. Before using a photo in any application, ensure that all selections are approved by the brand managers. Remember that this rule applies only when FreeMove is communicating as a brand. FreeMove Guidelines Page 13

15 Endorsement FreeMove Guidelines Page 14

16 FreeMove brand endorsement FreeMove is an alliance brand that endorses its members' brands. There are two different ways that FreeMove can endorse. Version A - Member brand communication A) Single member endorsement Where FreeMove is used in communications by an individual member. Member Brand Version B - Member brand communication B) Multi member endorsement Where an individual member wants to show the rest of the member brands. Member Brand FreeMove Guidelines Page 15

17 Single endorsement (Local brands communicating to the consumer) The single endorsement option should be used only within communication by the members' brands and when they are communicating within their own marketplace. Member Brand FreeMove Guidelines Page 16

18 Single endorsement Logo colour palette Master logo. Should only be on a white background. FreeMove Blue Pantone 293 C: 100 M: 56 Y: 0 K: 0 R: 12 G: 71 B: 157 FreeMove Sky Blue Pantone 659 C: 70 M: 40 Y: 0 K: 0 R: 79 G: 114 B: 179 Single colour blue logo. Alternate to master logo, for use where the background colour is light with little contrast FreeMove Blue Pantone 293 C: 100 M: 56 Y: 0 K: 0 R: 12 G: 71 B: 157 White logo. For use where the background is dark White Black logo. For use where the background has too much contrast and is not light enough for the master logo. Black Further neutral colour versions. Any shade between black and white (i.e. grey) can be used as a neutral colour version if needed. FreeMove Guidelines Page 17

19 Single endorsement Clear space & minimum size Minimum size and clear space distances have been specified to guarantee maximum visibility and legibility for the alliance brand identity and the descriptor line. X =X X It is important to apply the rule consistently to protect the integrity of the logo. X X When applying minimum size ensure that version A is used within printed applications and B for other special uses such as product and merchandise branding. A 33 mm. / 94 px. B 21.5 mm. / 61 px. Lorem ipsum dolor sit amet. Consectetuer adipiscing elit, sed diam nonummy tincidunt ut laoreet dolore magna aliquam erat v enim ad minim veniam, quis nostrud exerci tation Lorem ipsum dolor sit amet. Consectetuer adipiscing elit, sed diam nonummy tincidunt ut laoreet dolore magna aliquam erat v enim ad minim veniam, quis nostrud exerci tation suscipit lobortis nisl ut aliquip ex ea commodo c FreeMove Guidelines Page 18

20 Single endorsement Position This page demonstrates, in different formats, the recommended position of the endorsement in relation to the placement of the local member brand. These are indicative, but some flexibility will be made for individual member communication guidelines. Whenever possible, the FreeMove logo should be located in the lower lefthand corner of printed communication. If this placement is not possible, it should be placed directly opposite the member brand. Horizontal formats Member Brand Member Brand Member Brand Vertical formats Square formats FreeMove Guidelines Page 19

21 Single endorsement Logo size relationship with Orange To consistently ensure both the legibility of the FreeMove logo endorsement and the member brand, a scaled proportion between the width of each member brand and the width of the FreeMove logo has been established. Here, for each member brand, scaling the appropriate width of each in relation to the width of the FreeMove logo has determined a variable measurement, 'x', which is specified. The FreeMove logo should never be smaller than the minimum size established by the guidelines in order to not lose legibility or visual impact next to the member brand. The FreeMove logo should not be larger than the member brand since it is the member brand that executes the communication. To accommodate future alliance member logos, minimum sizes will be specified case by case. 80% of X X FreeMove Guidelines Page 20

22 Single endorsement Logo size relationship with Telefonica Móviles To consistently ensure both the legibility of the FreeMove logo endorsement and the member brand, a scaled proportion between the width of each member brand and the width of the FreeMove logo has been established. Here, for each member brand, scaling the appropriate width of each in relation to the width of the FreeMove logo has determined a variable measurement, 'x', which is specified. The FreeMove logo should never be smaller than the minimum size established by the guidelines in order to not lose legibility or visual impact next to the member brand. The FreeMove logo should not be larger than the member brand since it is the member brand that executes the communication. To accommodate future alliance member logos, minimum sizes will be specified case by case. 55% of X X FreeMove Guidelines Page 21

23 Single endorsement Logo size relationship with TIM To consistently ensure both the legibility of the FreeMove logo endorsement and the member brand, a scaled proportion between the width of each member brand and the width of the FreeMove logo has been established. Here, for each member brand, scaling the appropriate width of each in relation to the width of the FreeMove logo has determined a variable measurement, 'x', which is specified. The FreeMove logo should never be smaller than the minimum size established by the guidelines in order to not lose legibility or visual impact next to the member brand. The FreeMove logo should not be larger than the member brand since it is the member brand that executes the communication. To accommodate future alliance member logos, minimum sizes will be specified case by case. 70% of X X FreeMove Guidelines Page 22

24 Single endorsement Logo size relationship with T-Mobile To consistently ensure both the legibility of the FreeMove logo endorsement and the member brand, a scaled proportion between the height of the member logo and the height of the FreeMove single endorsement has been established. Here, for each member brand, scaling the appropriate width of each in relation to the width of the FreeMove logo has determined a variable measurement, 'x', which is specified. The FreeMove logo should never be smaller than the minimum size established by the guidelines in order to not lose legibility or visual impact next to the member brand. The FreeMove logo should not be larger than the member brand since it is the member brand that executes the communication. To accommodate future alliance member logos, minimum sizes will be specified case by case. = X = X FreeMove Guidelines Page 23

25 Order of member brands The order of the members' logos should always be consistent in every application and within every country to maximize consumer awareness. The order is always alphabetical and should be aligned centrally as shown. Ensure that you are always using the correct member logos as this may change depending on the background colour. See individual brand guidelines for more information. FreeMove Guidelines Page 24

26 Multi-member endorsement (Local brands communicating to the consumer) The multi endorsement option should be used when alliance members communicating locally wish to also show the other alliance members. This is useful at the beginning to help create awareness for the alliance brand. Version for horizontal formats This multi endorsement is represented on two lines because its more legible and understandable for the consumer and also because it occupies less space within the local brand printed communications. Member Brand Version for vertical formats Member Brand FreeMove Guidelines Page 25

27 Multi-member endorsement Clear space & minimum size Minimum size and clear space distances have been specified to guarantee maximum visibility and legibility for the alliance brand identity and the descriptor line. It is important to apply the rule consistently to maintain the integrity of the logo. X =X X X X 28 mm. / 79 px. FreeMove Guidelines Page 26

28 Multi-member endorsement Position These examples are intended as a guide only. Flexibility is granted to individual members to adapt the position of the endorsement to fit in with their own communication guidelines. Whenever possible, the FreeMove logo should be located in the lower lefthand corner of printed communication. If this placement is not possible, it should be placed directly opposite the member brand. Horizontal formats Member Brand Member Brand Member Brand Vertical formats Square formats FreeMove Guidelines Page 27

29 Multi-member endorsement Logo size relationship with Orange To consistently ensure both the legibility of the FreeMove logo endorsement and the member brand, a scaled proportion between the width of each member brand and the width of the FreeMove logo has been established. Here, for each member brand, scaling the appropriate width of each in relation to the width of the FreeMove logo has determined a variable measurement, 'x', which is specified. The FreeMove logo should never be smaller than the minimum size established by the guidelines in order to not not lose legibility or visual impact next to the member brand. The FreeMove logo should not be larger than the member brand since it is the member brand that executes the communication. To accommodate future alliance member logos, minimum sizes will be specified case by case. 240% of X X FreeMove Guidelines Page 28

30 Multi-member endorsement Logo size relationship with Telefonica Móviles To consistently ensure both the legibility of the FreeMove logo endorsement and the member brand, a scaled proportion between the width of each member brand and the width of the FreeMove logo has been established. Here, for each member brand, scaling the appropriate width of each in relation to the width of the FreeMove logo has determined a variable measurement, 'x', which is specified. The FreeMove logo should never be smaller than the minimum size established by the guidelines in order to not not lose legibility or visual impact next to the member brand. The FreeMove logo should not be larger than the member brand since it is the member brand that executes the communication. 130% of X X To accommodate future alliance member logos, minimum sizes will be specified case by case. FreeMove Guidelines Page 29

31 Multi-member endorsement Logo size relationship with TIM To consistently ensure both the legibility of the FreeMove logo endorsement and the member brand, a scaled proportion between the width of each member brand and the width of the FreeMove logo has been established. Here, for each member brand, scaling the appropriate width of each in relation to the width of the FreeMove logo has determined a variable measurement, 'x', which is specified. The FreeMove logo should never be smaller than the minimum size established by the guidelines in order to not not lose legibility or visual impact next to the member brand. The FreeMove logo should not be larger than the member brand since it is the member brand that executes the communication. 180% of X X To accommodate future alliance member logos, minimum sizes will be specified case by case. FreeMove Guidelines Page 30

32 Multi-member endorsement Logo size relationship with T-Mobile To consistently ensure both the legibility of the FreeMove logo endorsement and the member brand, a scaled proportion between the height of the member logo and the distance between the FreeMove multi endorsement has been established. Here, for each member brand, scaling the appropriate width of each in relation to the width of the FreeMove logo has determined a variable measurement, 'x', which is specified. The FreeMove logo should never be smaller than the minimum size established by the guidelines in order to not not lose legibility or visual impact next to the member brand. The FreeMove logo should not be larger than the member brand since it is the member brand that executes the communication. To accommodate future alliance member logos, minimum sizes will be specified case by case. = X = X FreeMove Guidelines Page 31

33 Background control FreeMove Guidelines Page 32

34 Colour background The following positive and negative typographic applications have been developed to create the optimal contrast for the membership strapline against each of the member brands corporate colour palettes. This contrast will ensure legibility for the membership strapline against solid colour backgrounds. White Telefonica and TIM blue Black Telefonica green TIM red Orange T-Mobile grey T-Mobile magenta FreeMove Guidelines Page 33

35 Photographic background The following positive and negative typographic applications have been developed to create the optimal contrast, ensuring legibility for the membership strapline against photographic backgrounds. Correct usage Incorrect usage Endorsement is illegible Endorsement is illegible Background is too complex FreeMove Guidelines Page 00 34

36 Incorrect usage FreeMove Guidelines Page 35

37 Incorrect usage The following examples show incorrect usage of the FreeMove logo. The logo must never be misused or recreated in any way. If you do not have the correct logo contact the brand manager who will provide you with the correct version. The endorsement typeface has not been used The FreeMove logo has been replaced by another word The FreeMove logo is missing The FreeMove logo is incorrectly positioned A keyline has been added around the FreeMove logo The FreeMove logo is the wrong colour The FreeMove logo has been distorted The FreeMove logo as a key line The FreeMove logo gradients have been reversed FreeMove Guidelines Page 36

38 Brand Applications FreeMove Guidelines Page 37

39 When FreeMove communicates as a brand FreeMove Guidelines Page 38

40 When FreeMove communicates as a brand Certain in-store communication, website and PR material require the FreeMove brand to be the main communicator. In these situations ensure that the master FreeMove logo is always used and that the white background rule is applied. The FreeMove logo should be significantly bigger than that of the members and should always be placed above them. FreeMove Guidelines Page 39

41 When FreeMove communicates as a brand Relationship and position of the FreeMove and members' logos When FreeMove communicates as a brand the endorsement rule is not used. The relationship between the FreeMove and members' logos will depend on the format, photographic selection and the general layout of the communication. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Lorum dolor ipsum et dolum met seter. Lorum dolor ipsum et dolum met seter. Always ensure that the members logos are positioned at the bottom of your format and that the FreeMove logo is significantly larger and positioned above them. See provided examples. Horizontal formats Square and horizontal formats Lorem ipsum dolor sit amet, et meter sed consectetuer adipiscing elit, sed diam nonummy nibh euismod Lorum dolor ipsum et dolum met seter. Lorum dolor ipsum Vertical formats FreeMove Guidelines Page 40

42 Using FreeMove in text When writing 'FreeMove' in copy it must always be as one word with F and M in upper case, as seen throughout this document. If you need to use the word alliance after 'FreeMove' the "a" should always be in lower case. Lorem ipsum dolor sit amet consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. FreeMove ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. FreeMove Guidelines Page 41

43 When FreeMove communicates as an alliance FreeMove Guidelines Page 42

44 Applying the FreeMove brand to the members communications (visual examples) This document is to be used as a visual reference when applying the FreeMove brand to the members communications. The examples in this section show the exact position of the FreeMove single endorsement options within various applications. Also refer to the main guidelines for exact specifications and if you require further advise contact the brand manager for assistance. The success of the brand depends on the correct and consistent usage of the endorsement logo. It is important to ensure that this reference and the main guidelines are used correctly throughout all FreeMove related communications. FreeMove Guidelines Page 43

45 Member direct marketing Orange This page demonstrates an example of direct marketing with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 44

46 Member direct marketing Telefonica Móviles This page demonstrates an example of direct marketing with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 45

47 Member direct marketing TIM This page demonstrates an example of direct marketing with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 46

48 Member direct marketing T-Mobile This page demonstrates an example of direct marketing with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 47

49 Member advertising Orange This page demonstrates an example of member advertising with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 48

50 Member advertising Orange (Cont.) This page demonstrates an example of member advertising with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 49

51 Member advertising Telefonica Móviles This page demonstrates an example of member advertising with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 50

52 Member advertising Telefonica Móviles (Cont.) This page demonstrates an example of member advertising with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 51

53 Member advertising TIM This page demonstrates an example of member advertising with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 52

54 Member advertising TIM (Cont.) This page demonstrates an example of member advertising with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 53

55 Member advertising T-Mobile This page demonstrates an example of member advertising with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 54

56 Member advertising T-Mobile (Cont.) This page demonstrates an example of member advertising with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 55

57 Member web Orange This page demonstrates an example of member web with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 56

58 Member web Telefonica Móviles This page demonstrates an example of member web with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 57

59 Member web TIM This page demonstrates an example of member web with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 58

60 Member web T-Mobile international This page demonstrates an example of member web with the recommended position of the endorsement in relation to the placement of the local member brand. FreeMove Guidelines Page 59

61 Applying the FreeMove brand outside of the members standard communications Orange Occasionally, an alliance member will need to communicate outside of its own standard communication format and still maintain the relationship with the FreeMove endorsement. Version for horizontal formats In this case, the FreeMove endorsement is placed beneath the member brand in vertical applications, or to the right-hand side of the member brand in horizontal ones, allowing the size of the member logo to be significantly larger. Version for vertical formats FreeMove Guidelines Page 60

62 Applying the FreeMove brand outside of the members standard communications Telefonica Móviles Occasionally, an alliance member will need to communicate outside of its own standard communication format and still maintain the relationship with the FreeMove endorsement. Version for horizontal formats In this case, the FreeMove endorsement is placed beneath the member brand in vertical applications, or to the right-hand side of the member brand in horizontal ones, allowing the size of the member logo to be significantly larger. Version for vertical formats FreeMove Guidelines Page 61

63 Applying the FreeMove brand outside of the members standard communications TIM Occasionally, an alliance member will need to communicate outside of its own standard communication format and still maintain the relationship with the FreeMove endorsement. Version for horizontal formats In this case, the FreeMove endorsement is placed beneath the member brand in vertical applications, or to the right-hand side of the member brand in horizontal ones, allowing the size of the member logo to be significantly larger. Version for vertical formats FreeMove Guidelines Page 62

64 Applying the FreeMove brand outside of the members' standard communications T-Mobile Occasionally, an alliance member will need to communicate outside of its own standard communication format and still maintain the relationship with the FreeMove endorsement. Version for horizontal formats In this case, the FreeMove endorsement is placed beneath the member brand in vertical applications, or to the right-hand side of the member brand in horizontal ones, allowing the size of the member logo to be significantly larger. Version for vertical formats FreeMove Guidelines Page 63

65 When FreeMove communicates through its qualifying affiliates, other than the mother brands The alliance s qualifying affiliates that operate under brands outside of the mother brands, can endorse their brand with FreeMove using the single member endorsement or the multi-member endorsement (with the principal members mother brands). Single member endorsement of affiliate brand The general guidelines for mother brand use of the alliance brand apply to qualifying affiliates. When using the endorsement, ensure that the mother brand manager has given approval. Multi member endorsement of affiliate brand FreeMove Guidelines Page 64