BRAND GUIDELINES 2017

Transcription

1 BRAND GUIDELINES 2017

2 02 Van Vault Brand Guidelines CONTENTS 03 Brand Description 17 Distressing Artwork 04 Tone of Voice 18 Product Branding 05 Brand Pyramid 19 Product Branding Examples 06 Logo Usage 20 Photography 07 Misuse of Logo 21 Photography 08 Logo Placement 22 Examples: Catalogues 09 Fonts 23 Examples: Print Ads 10 Alternative Typeface / Webfonts 24 Examples: In-Store POS 11 Colour 25 Examples: Web 12 Product Colour 26 Contact Information 13 End User Strapline 14 Customer Strapline 15 Using Van Vault Chevrons 16 Vehicle Icons

3 03 Van Vault Brand Guidelines BRAND DESCRIPTION Van Vault is: UK s leading secure storage solutions brand, providing tradespeople with theft deterrent products to protect the valuable tools of their livelihood. The brand has 80% brand awareness levels in the UK and is so popular that the name Van Vault is the generic name used for security box solutions. The products are designed with the end users needs in mind; the tools they want to protect and the situation in which they could become the victim of theft. Vehicle-related security is becoming increasingly important as insurance companies require evidence of reasonable precautions taken to protect tools inside the van. There is an increasing need for expensive electronic tools (e.g. meter reading devices, testing machines) meaning it is no longer just the large tools that are targeted.

4 04 Van Vault Brand Guidelines TONE OF VOICE The tone of voice will inform all written copy including website, social media messages, s and packaging. CHARACTER Respectful No-nonsense A fighter Confident Smart Dependable Proud Reliable Strong Bold Stand-out TONE OF VOICE Serious Professional Trusted Clever Intelligent Respected

5 05 Van Vault Brand Guidelines BRAND Pyramid Brand Essence Van Vault Protects and deters Quality, durability, high brand awareness, generic product term Reasons to Believe Emotional Brand Benefits The brand makes you feel... Smart, safe, empowered, secure, protected Security, durability, robustness, trusted Functional Brand Benefits The brand always delivers... Respectful, no-nonsense, a fighter, confident, smart, dependable Brand Personality Serious, professional, trusted, clever, intelligent, respected Tone of Voice Positioning Brand Essence Trades people from years Style Strong, bold, standout, proud Quality Premium, uncompromising, accredited, certified

6 Van 06 Van Vault Vault Brand Brand Guidelines Guidelines LOGO USAGE TITLE LOGO VARIATIONS The logo is the most important element of the Van Vault visual identity. It can only be used in two colours: CLEARZONE To maintain the impact and visibility of the Van Vault logo, it is important not to crowd the logo with text or other graphic elements. A clear zone, defined by one complete window, as illustrated below, should be maintained at all times. The X height is determined from the height of the V in the word Vault. X height 1. On white / light coloured backgrounds, the logo must be black. 2. On black / dark coloured backgrounds, the logo must be the Van Vault yellow (see page 11). MINIMUM SIZE Sometimes our logo needs to appear in small sizes. To maintain legibility, it should not appear smaller than 25mm wide. 25mm

7 07 Van Vault Brand Guidelines MISUSE OF LOGO Do not distort or stretch the logo. Do not give the logo any perspective. Do not use any filters or effects on the logo. Do not change the colour of the logo. Do not use the logo over backgrounds which are similar to the colours of the logo. Do not use the logo over complicated images or where the background leads to poor definition.

8 Van 08 Van Vault Vault Brand Brand Guidelines Guidelines LOGO PLACEMENT TITLE The Van Vault logo should be placed to ensure a well balanced composition. For consistency, the logo should be placed in one of the following examples. The logo can be placed on an image, but for maximum exposure, ensure the surrounding area of the logo is uncluttered and doesn t obscure the logo in any way. See the design examples section for more examples of logo placement.

9 09 Van Vault Brand Guidelines FONTS Only Helvetica Black, Helvetica Neue 97 Black Condensed, Helvetica Neue 77 Bold Condensed & Helvetica Neue 57 Medium Condensed are permitted. Type should never appear below 8pt with 10pt leading. In correspondence 9pt text with auto leading (10.8pt) is recommended. There is no maximum limit to type size. Highlight body text for emphasis using bold rather than italics. Body text should never be hyphenated (i.e no broken words at the end of a line). Body text should never be justified. Body text should never be underlined. PRODUCT BRANDING Helvetica Black ABCDEFGHIJKLIMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-_=+[{}],<.>/?;: \`~ HEADLINES IN PUBLICATIONS Helvetica Neue 97 Black Condensed ABCDEFGHIJKLIMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-_=+[{}],<.>/?;: \`~ TITLES IN MAIN BODY COPY IN PUBLICATIONS AND CORRESPONDENCE Helvetica Neue 77 Bold Condensed ABCDEFGHIJKLIMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-_=+[{}],<.>/?;: \`~ BODY COPY Helvetica Neue 57 Medium Condensed ABCDEFGHIJKLIMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-_=+[{}],<.>/?;: \`~

10 10 Van Vault Brand Guidelines ALTERNATIVE TYPEFACE / WEB FONTS When Helvetica can t be used, e.g. and Microsoft PowerPoint, use Arial Bold and Arial Regular. HEADLINES & TITLES IN MAIN BODY COPY IN PUBLICATIONS AND CORRESPONDENCE Arial Bold ABCDEFGHIJKLIMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-_=+[{}],<.>/?;: \`~ MAIN BODY COPY IN PUBLICATIONS AND CORRESPONDENCE Arial Regular ABCDEFGHIJKLIMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()-_=+[{}],<.>/?;: \`~ 03

11 11 Van Vault Brand Guidelines COLOUR Use the following colour palette according to the type of product i.e. vehicle, on-site, fire resistant and chemical storage. Note: for any other product types i.e. accessories and locks these should be discussed on a case by case basis and should always be branded Van Vault. Primary Colours Van Vault Yellow: CMYK: PANTONE+: 7408c RGB: WEB: #fbba00 Note: If this colour is being used for text, it must always be on a black/dark background Van Vault Grey: CMYK: PANTONE: Cool Grey 3c RGB: WEB: #9d9d9c Van Vault Black: CMYK: RGB: Secondary Colours Van Vault Red: CMYK: PANTONE: 485c RGB: WEB: d51317 Note: This should only be used to highlight promotions, offers or new products.

12 12 Van Vault Brand Guidelines PRODUCT COLOUR Use the following colour palette according to the colour of the product. Vehicle Based Products Product Colour: YELLOW RAL: 1004 GP Logo / Text / Graphics: BLACK RAL: 1004 GP On-site Based Products Product Colour: BLACK RAL: 9005 TEXTURE Logo / Text / Graphics: Vynaglaze Silver Fire Resistant Based Products Product Colour: RED RAL: 3001 Logo / Text / Graphics: Vynaglaze Op. White PGW70 Chemical Storage Based Products Product Colour: YELLOW RAL: 1004 GP Logo / Text / Graphics: BLACK RAL: 1004 GP

13 13 Van Vault Brand Guidelines END USER STRAPLINE The Van Vault strapline is PROTECTING THE TOOLS OF YOUR LIVELIHOOD and should be used on marketing communications such as brochure covers, adverts, leaflets and presentations to reinforce the Van Vault brand promise. There are two versions to use, with the strapline over one or two lines of text, depending on what fits the layout best. The strapline must always be broken after the word tools if being used over two lines of text. PROTECTING THE TOOLS OF YOUR LIVELIHOOD PROTECTING THE TOOLS OF YOUR LIVELIHOOD MINIMUM SIZE To maintain legibility, follow the guidelines as shown below: CLEAR ZONE The strapline clear zones are shown below. The clear zone is defined by the height of the letter D in LIVELIHOOD. X height 50mm 25mm X height

14 14 Van Vault Brand Guidelines CUSTOMER STRAPLINE The Van Vault strapline is PROTECTING THE TOOLS OF THE TRADE and should be used on marketing communications aimed at customers, such as brochure covers, adverts, leaflets and presentations to reinforce the Van Vault brand promise. There are two versions to use, with the strapline over one or two lines of text, depending on what fits the layout best. The strapline must always be broken after the word tools if being used over two lines of text. PROTECTING THE TOOLS OF THE TRADE PROTECTING THE TOOLS OF THE TRADE MINIMUM SIZE To maintain legibility, follow the guidelines as shown below: CLEAR ZONE Strap line clear zone is shown below. It is defined by the height of the letter D in trade X height 42mm 26mm X height

15 15 Van Vault Brand Guidelines USING VAN VAULT CHEVRONS The Van Vault chevrons are used as an accent to the design and layout and helps to reinforce the brand identity. There are two versions (primary and secondary) and should be used to frame pages. See examples below. PRIMARY CHEVRONS SECONDARY CHEVRONS The primary chevrons are only to be used as a footer to the artwork. Do not use the chevrons in any other position. The primary chevrons are an integral part of the brand identity, and only in exceptional circumstances (such as obscured visibility) should the chevrons not be used. The secondary chevrons can be used to frame pages. They are not essential to the design and are generally used in catalogues and leaflets as an extra graphic element. They should be used as a tint of one of the Van Vault colours and shouldn t be one of the more prominent aspects of the layout. The ORIGINAL high security steel storage box for commercial vehicles Size: 920 x 555 x 490mm (L x W x H) Weight: 46Kg Part No: S10250 Features: 70mm disc lock Supplied with 3 keys 4 reinforced fi tting points Fully phosphated anti-corrosion protection Flush comfort grip handles Optional extra: Security Cable to secure valuable items to your Van Vault 2 See page mm Locks Highly effective anti-pick & anti-drill stainless steel disc lock. Gas struts Arresting support arms ensure a soft open/close lid action. VEHICLE STORAGE VAN VAULT 2 FITS: They chevrons must be the same colour as the logo: - Black logo / chevrons on white / light backgrounds - Van Vault yellow logo / chevrons on black / dark backgrounds They can be used at the same time as the primary chevrons. SECONDARY CHEVRONS Lid stay system Dependable slotted catch keeps the lid open when in use. 1.5 & 2mm Sheet steel Tough sheet steel construction with durable anti-corrosion protection. Single pin hinge Tamper-proof no pull design prevents lid removal. Prices available at or speak to your local dealer 07 PRIMARY CHEVRONS

16 16 Van Vault Brand Guidelines VEHICLE ICONS The following graphical icons can be used as a visual guide to help end users choose the right Van Vault for their needs. Only use these icons. Keep graphics simple and at a readable size to ensure they can be easily recognised at a quick glance. Do not use clip art illustration or cartoons in Van Vault communications. Do not apply shadows or embossing to support graphics. VEHICLE ICONS Example: CAR e.g. Saloon PICK UP e.g. L200 SMALL VAN e.g. Connect SELECT YOUR VAN VAULT CAR e.g. Saloon GAS CAGE FUEL N TOOL CHEM SAFE CHEM STORE 4-STORE 4-SITE XL PICK UP e.g. L200 SMALL VAN e.g. Connect LARGE VAN e.g. Transit LARGE VAN e.g. Transit TIPPER TRUCK e.g. Cabstar ON-SITE TIPPER TRUCK e.g. Cabstar ON-SITE 04 COMPATIBLE PRODUCT e.g. Transit NON-COMPATIBLE PRODUCT e.g. Cabstar

17 17 Van Vault Brand Guidelines DISTRESSING ARTWORK To reflect the Van Vault characteristics of being a tough, rugged, no-nonsense brand, Van Vault uses particular imagery and backgrounds, such as brickwork and concrete effects, which require the logo, headlines and graphic elements to be distressed. The distressed look is created from a certain set of effects in photoshop. If you require distressed artwork, please the marketing department: marketing@birchwoodpricetools.com for more information on how to execute. When distressing any Van Vault artwork, it must not be detrimental to the legibility. All distressed artwork must be signed off by the Van Vault marketing department by ing marketing@birchwoodpricetools.com Example: Event background

18 18 Van Vault Brand Guidelines PRODUCT BRANDING When branding a product, the following guidelines must be applied. The logo is the most important element and must be the most prominent Chevrons must be no higher than 25% of the height between the bottom of lid and base of the product Logo must be centered between top of product name and bottom of lid (Fig. 1) The web address must be aligned with the inside of the first chevron from the centre (Fig. 2) Product name should be scaled accordingly so the height of the letters is 3x larger than the web address All product branding must contain: logo, product name, website and chevrons Distressed branding must not be used on product. Fig. 1 Fig. 2

19 19 Van Vault Brand Guidelines PRODUCT BRANDING EXAMPLES 4-SITE VAN VAULT 2

20 20 Van Vault Brand Guidelines PHOTOGRAPHY When photographing Van Vault products, shoot the product straight on and at a 3/4 angle. The products must always be presented consistently with the Van Vault imagery. Product shots must always be shot on a white background. Consideration must be taken into key features where a close up image is required. See examples below. Straight on 3/4 angle Close-ups on key features

21 21 Van Vault Brand Guidelines PHOTOGRAPHY The purpose of the application imagery is to demonstrate the product being used in a real life situation and highlighting the benefits of the product. Photography should always feature the product in an everyday setting and believable situation. The product must always be the focus of the shot and set in the products natural environment. The product should never be fully obstructed.

22 22 Van Vault Brand Guidelines EXAMPLES: CATALOGUES A5 END USER CATALOGUE The ORIGINAL high security steel storage box for commercial vehicles Size: 920 x 555 x 490mm (L x W x H) Weight: 46Kg 70mm Locks Highly effective anti-pick & anti-drill stainless steel disc lock. VEHICLE STORAGE Part No: S10250 Features: 70mm disc lock Supplied with 3 keys 4 reinforced fi tting points Fully phosphated anti-corrosion protection Flush comfort grip handles Optional extra: Security Cable to secure valuable items to your Van Vault 2 See page. 27 Gas struts Arresting support arms ensure a soft open/close lid action. VAN VAULT 2 FITS: 1.5 & 2mm Sheet steel Tough sheet steel construction with durable anti-corrosion protection. 2015/16 PROTECTING THE TOOLS OF YOUR LIVELIHOOD Lid stay system Dependable slotted catch keeps the lid open when in use. Single pin hinge Tamper-proof no pull design prevents lid removal Prices available at or speak to your local dealer Front cover Double page inside spread

23 23 Van Vault Brand Guidelines EXAMPLES: PRINT ADS The following examples of Van Vault printed adverts uses good practice of the Van Vault brand guidelines. TOOL THEFT IS ON THE RISE. ARE YOUR TOOLS SAFE? BUY HERE TODAY PROTECTING THE TOOLS OF YOUR LIVELIHOOD NEW VAN VAULT XL Providing maximum secure storage for larger tools, the XL is almost double the size of a Van Vault 2! ANTI-DRILL Stainless steel disc locks TOUGH 2mm sheet steel construction DURABLE Anti-corrosion protection SOLID Lock lid stay system AVAILABLE NOW! Visit vanvault.co.uk to find your local stockist TAMPER PROOF No pull single pin hinge design prevents lid removal PROTECTING THE TOOLS OF YOUR LIVELIHOOD In-store poster In-store poster End User Advert

24 24 Van Vault Brand Guidelines EXAMPLES: IN-STORE POS SOLUTIONS UK CUSTOMERS The UK in-store POS units are available to all UK customers and are sold at the discretion of the sales team. There must be no deviation from the look and specification of these stands unless this has been agreed with by the Van Vault marketing team. Only Van Vault products are to be displayed on these units. INTERNATIONAL CUSTOMERS Van Vault aims to provide marketing support to all international customers. The level and type of support will be discussed on a case by case basis to understand the distributor requirements and business opportunities, as well as, the investment required. Certain support will be offered free of charge but for larger scale support requirements, a different approach to funding will most likely be required e.g. shared funding or distributor own funding.

25 25 Van Vault Brand Guidelines EXAMPLES: WEB The following examples of the Van Vault website uses good practice of the Van Vault brand guidelines. Any website development created externally must be signed off by the Van Vault mareketing team. Please visit for reference. Home page Product page

26 26 Van Vault Brand Guidelines CONTACT INFORMATION CONTACT: For any brand related questions of comments, please contact the Van Vault marketing team on To obtain assets, visit: and login using: Username: BIRCHWOOD Password: RESOURCE