Introduction. Who we are. Why we have guidelines

Transcription

1 Brand guidelines

2 Introduction Who we are Consumer Focus is the independent champion for consumers across England, Wales, Scotland and (for postal consumers) in Northern Ireland. We operate across the whole of the economy, persuading businesses and public services to put consumers at the heart of what they do. Our Background: Consumer Focus was formed on 1 October 2008 from the merger of energywatch, Postwatch and the National Consumer Council (including the Scottish and Welsh Consumer Councils). We receive about a third of our funding from BIS, our government department sponsor. Funding also comes from licences paid by energy suppliers and the postal industry and we are also able to raise our own funds for example, through externally funded projects. Why we have guidelines These guidelines are for anyone who works with and for Consumer Focus to help present a united, consistent and credible brand at every point at which we are involved with our stakeholders. They simply provide the ground rules and the basics of what we re about. And that leaves you free to show what the brand really consists of the channelled courage, conviction and creativity of its people. If you have any questions about these guidelines or need help in implementing them, please contact the publications team. Our Priorities We have four campaigns to acheive a fair deal for Consumers: access for all quality of service value going green

3 Contents The identity 4 1. The logo 5 2. Colour Co-branding 16 The brand toolkit The lozenge Rounded corners The swirl The gradient Typography Photography Accessibility 27 Building the brand Literature hierarchy The Consumer Focus family Constructing the cover Use of secondary colours Internal layout Back cover 43

4 The identity

5 The logo 1.1 Personality traits 5 The logo consists of four distinct personality traits: brand icon brand type strapline colour Brand icon Brand type The icon The brand icon has been created from three rotated Cs to create the focal rings of a camera. The three Cs represent the three brand values Creativity, Conviction and Courage. The type The brand type has been designed using the typeface FS Albert. The letter shapes are both legible and consumer-friendly. The strapline Campaigning for a fair deal is a line we use to encapsulate the brand and it should therefore be used whenever possible. See page 7 for guidance on when to use it. The colour We are one organisation with five brands Consumer Focus, Consumer Focus Wales, Consumer Focus Scotland, Consumer Focus England and Consumer Focus Post for postal consumers in Northern Ireland. Each brand within Consumer Focus has its own distinctive colour that differentiates it from the other family members and other organisations in the marketplace. See page 6. Strapline

6 The logo 1.2 Meet the rest of the family 6 Within Consumer Focus there are four other brands that deal with national and specific concerns. Note on England logo: There may be occasions where we undertake work which is relevant to England only. This is the correct logo in those cases.

7 The logo 1.3 Size variations 7 To maintain levels of consistency and quality across our communications, we have drawn up specific size constraints for using the logo on certain standard-size applications. With the strapline A4 or above The Consumer Focus logo with the strapline: To be used on all documents A4 or above. If the document format is larger than A4 then the logo should be increased proportionally. ie A3 x 140%, A2 x 200% etc. The Consumer Focus logo without the strapline: To be used only on small sized items (ie below A4) such as business cards, A5/DL sized documents and for web use. If you intend to use the logo below 55mm then use this logo version otherwise the strapline text will become too small to read. 55mm Without the strapline Minimum size 25mm

8 The logo 1.4 Colour variations 8 The logo is available for different colour spaces depending on the application. Each of the logos is available in six versions: Mono (black and white) Spot (Pantone) RGB (lower spec, used on web) CMYK (used for print) Reversed out Lowgrade Mono Spot colours Purple Pantone 254 Dark grey Pantone 424 CMYK breakdown Purple C 51 M 94 Y 0 K 0 Dark grey C 0 M 0 Y 0 K 60 Colour Spot, CMYK, RGB RGB breakdown Purple R 155 G 55 B 132 Dark grey R 134 G 135 B 136 Reversed out Lowgrade

9 The logo 1.5 Exclusion zones 9 There is an exclusion zone around the mark to protect it from other visual and graphic elements.the minimum amount of clear space is shown opposite. The exclusion zone is equal to the diameter of the aperture (as indicated by an X). The exclusion zone is visually represented in this illustration by the X marks. x x x x x

10 The logo 1.6 Preferred alignment 10 The logo should always be positioned in the top righthand corner of a document, ensuring that the minimum space has been allowed for around the logo. Top right hand position Top right hand position Group brand Consumer Focus Scotland

11 The logo 1.7 Logo misuse 11 The examples opposite show how the branding should not be used. Campaigning for a fair deal Changing colours in the branding Campaigning for a fair deal Moving personality traits around Campaigning for a fair deal Using the incorrect colour to reverse out of Campaigning for a fair deal Placing the branding over photography or patterned backgrounds

12 The logo 1.8 File formats 12 We recommend the following formats for the logo. Print The master artwork for litho and digital print should use EPS files. EPS file format should be used for print as it can be scaled in size without losing quality. It can be used for large formats, such as exhibition stands. Screen applications For all screen applications, use JPEGs. You can make JPEG files smaller, but not larger as the logo will lose its quality. These files also work with Word and other common Microsoft Office applications. File naming The files have been given names that explain the content of each version. For example: cf_group_4c_nostrap_rev.eps 1. File owner cf File content Consumer Focus group Group brand scotland Scotland post Post wales Wales 3. Colour system RGB Onscreen colour system 1C One colour/monotone 2C Spot colour 4C Four-colour process LG Black only 4. Versions nostrap version without strapline rev reversed version 5. File format File format as explained on the left

13 The logo 1.9 Logo usage 13 The diagram below indicates which logo should be used for various applications. CMYK Used on any publication that is printed in 4 process colours. Spot Used on brochures or any publication that will be printed using spot colours. Print The logo will be produced in CMYK, spot or one colour eps format Mono Used on one colour jobs and those where the logo must be reversed out. Lowgrade Used where print quality is poor and the soft edge of the main logo is inappropriate eg screenprinting, signage. Choose your logo version Select the right logo: Consumer Focus Wales Scotland Post Size With strapline Without strapline With strapline reversed Without strapline reversed The logo used will vary depending on the size application see page 7 for more details. Online/Screen To be used on websites, banners or any other online projects. jpeg format RGB

14 Colour 2.1 The palettes 14 The brand consists of a primary palette for use on lead communications and two secondary palettes for use across the spectrum of design communication. Consumer Focus PMS 254 C 51 R 155 HEX M 94 G D98 Y 0 B 132 K 0 Consumer Focus Scotland PMS Cyan C 100 R 0 HEX M 0 G FDA Y 0 B 266 K 0 PMS 424 PMS 424 C 0 R 134 HEX M 0 G 135 6C6F70 Y 0 B 136 K 60 C 0 R 134 HEX M 0 G 135 6C6F70 Y 0 B 136 K 60 Consumer Focus Post PMS 653 C 75 R 49 HEX M 40 G A Y 0 B 159 K 25 PMS 424 C 0 R 134 HEX M 0 G 135 6C6F70 Y 0 B 136 K 60 Consumer Focus England PMS 322 C 100 R 0 HEX M 0 G A Y 40 B 144 K 30 PMS 424 C 0 R 134 HEX M 0 G 135 6C6F70 Y 0 B 136 K 60 Consumer Focus Wales PMS 485 C 0 R 189 HEX M 90 G 45 D52B1E Y 90 B 36 K 0 PMS 424 C 0 R 134 HEX M 0 G 135 6C6F70 Y 0 B 136 K 60

15 Colour 2.2 The secondary palettes 15 The secondary palettes have been developed for use across all parts of Consumer Focus to give communications variety adding impact and interest across all design applications. Pastel palette PMS 465 PMS 652 C 9 R 179 HEX M 26 G 153 B3995D Y 66 B 93 K 26 C 63 R 112 HEX M 28 G B7 Y 2 B 183 K 5 Bold palette PMS 130 PMS 2735 C 2 R 225 HEX M 38 G 169 E1A916 Y 100 B 22 K 0 C 95 R 48 M 100 G 45 Y 11 B 117 K 2 HEX 302D75 PMS 7439 C 27 R 179 HEX M 52 G 144 B390BB Y 0 B 187 K 0 PMS 476 C 52 R 76 M 69 G 51 Y 73 B 39 K 59 HEX 4C3327 PMS 297 C 60 R 144 HEX M 0 G C7E7 Y 0 B 231 K 0 PMS 320 C 100 R 0 HEX M 1 G AA6 Y 34 B 166 K 0 PMS 5493 C 60 R 131 HEX M 4 G AFB4 Y 24 B 180 K 18 PMS 356 C 92 R 54 HEX M 25 G E Y 95 B 62 K 10 PMS 485 C 0 R 231 HEX M 58 G 143 E78F77 Y 48 B 199 K 0 PMS 1945 C 25 R 145 HEX M 100 G F Y 62 B 63 K 14

16 Co-branding 3.1 Application 16 Our brand will often be used in partnership with other organisations. This page shows how our brand is used when: Partner Logo a) it is the lead brand ie when Consumer Focus is the main publisher but another organisations have contributed. The logo should appear on the back cover of the document. b) it is the secondary brand. The logo should appear on the cover of the document. Use the colour logo if the logo appears on white. If no white space is available the lowgrade logo version should be used. c) it has equal brand hierarchy with the partner brand. In cases where a joint production with equal prominence for both parties exists, then a new design style should be developed in order to accomodate both brands. In publications where more than one Consumer Focus national office has contributed, only the Consumer Focus group brand must be used. Consumer Focus work programme to March 2010 a) as a lead brand Partner Logo Consumer Focus work programme to March 2010 back page Partner Logo b) as a secondary brand

17 The brand toolkit

18 Brand toolkit 18 The Consumer Focus brand consists of six key elements. The lozenge, rounded corners, the swirl, the gradient, typography and photography. The following sections give detailed guidelines on their application on a variety of formats and media. The lozenge The swirl Rounded corners The gradient Typography Photography Title of Publication In this style

19 The lozenge 4.1 Lozenge application 19 The lozenge is a key feature of our brand providing a recognisable and consistent structure for literature. When used on literature it should be used consistently, conforming to one of the pre-set proportions (see page 20 for more details). Executive summary For one-off items such as folders, advertising and exhibition panels, it can be used freely and creatively to create eye-catching and distinctive designs. Executive summary Executive summary DL cover A4 cover A4 cover

20 The lozenge 4.2 Lozenge proportions 20 To correctly apply the lozenge, the design should be built to the following specifications. Cover application X Small radius Non-cover application Cover application Specific proportions have been developed for A4, A5, and DL. Other non-defined formats should be based on the A4 design and scaled proportionally. Y r Large radius Non-cover application The proportions of the lozenge of non-cover applications can vary (X and Y). However, in order to maintain consistency, the corner radius should remain consistent with the cover. A4 document Large radius: 20mm Small radius: 5mm A5 document Large radius: 14mm Small radius: 3.5mm DL document Large radius: 12mm Small radius: 3.5mm

21 Rounded corners 5.1 Corners 21 Rounded corners are a subtle, but important, feature of the Consumer Focus brand. They provide a recognisable and consistent appearance to our literature. They should be applied consistently and, where possible, conform to the pre-set cover proportions. Executive summary Our background Consumer Focus was formed on 1 October 2008 from the merger of energywatch, Postwatch and the National Consumer Council (including the Scottish and Welsh Consumer Councils). We receive about a third of our funding from a government department sponsor. Funding also comes from licences paid by energy suppliers and the postal industry and we are also able to raise our own funds for example, through externally funded projects. We are a statutory body, created through the Consumers Estate Agents and Redress Act This legislation aims to benefi t consumers by: Bringing a more joined-up approach to advocacy, allowing Consumer Focus to combine a cross-sector approach with expertise in the key issues of energy and post Equipping Consumer Focus with stronger powers than our predecessor bodies Consumer Focus Artillery House, Artillery Row London SW1P 1RT Tel Fax xxxxxxx@xxxxxxxxxxxxx.xxx.xx Consumer Focus, April 2009 Reforming and improving energy and post complaints processes, with a system that provides greater motivation for service providers to improve their performance, and an ombudsman scheme which can issue binding decisions on companies DL cover Executive summary A5 page A4 cover

22 The swirl 6.1 Swirl application 22 The swirl is taken from the logo and adds a dynamic element to plain backgrounds. It can be overlaid on: white backgrounds gradient colour No more than two swirls should be used on each application and they should be applied subtly. The swirl should have a gradient to soften the edge of the marque. The swirl works best as a dynamic element and should appear cropped on the side of the page. The swirls should overprint when overlaying on solid blocks of colour. The Swirl should never interfere with the legibility of text. Consumer Focus is the independent champion for consumers across England, Wales, Scotland and (for postal consumers) in Northern Ireland. We operate across the whole of the economy, persuading businesses and public services to put consumers at the heart of what they do. Overprint on solid colour Our priorities Consumer Focus has four campaigns to achieve a fair deal for consumers. Access for all creating an economy in which everyone can access essential services they need and where the poor no longer pay more or get less for their money Value helping people obtain better value by increasing the infl uence they have over the goods and services they receive On white background Quality of service improving customer service and removing unnecessary problems that generate complaints from consumers Going green harnessing the appetite of consumers to adopt more sustainable lifestyles

23 The gradient 7.1 Applying the gradient 23 Gradients may be used subtly to add depth to solid areas of colour, creating a harmony between layout designs and the logo. These should be used sparingly. The gradient should run from corner to corner at an angle of 45 degrees with the lighter tint starting at the lozenge end. Gradients can vary depending on the application however we would recommend a gradient shift from 50% to 100% on cover applications. Consumer Focus work programme to March o Gradient angle 50% tint 100% tint A4 cover

24 Typography 8.1 Print use 24 All text should appear in sentence case and must be aligned left, with a ragged right margin. Titles and openers FS Albert can be used on titles, section openers and small areas of text for contrast. It is not intended as a main body text. Body text and sub-heads Helvetica Neue Light is our other corporate font, it should be used in sentence case and must be aligned left. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FS Albert Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FS Albert Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz FS Albert Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue all weights

25 Typography 8.2 Screen use 25 Arial has been selected as the screen font because of its similarity to the corporate font, Helvetica Neue. Titles and openers Arial is used across all electronic communications. All text should appear in upper and lower case and must be aligned left. Bold is used on all titles, section openers and small areas of text to highlight, or as contrast against, the main body text. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Regular

26 Photography 9.1 Photographic styles 26 Photography provides the personality and vibrancy of the brand. Real people, real situations Consumer issues detail Consumers in motion Photos can range from portraits of consumers in their environment, to close-ups of objects with a shallow depth of field to showing motion and movement within an environment. Imagery should always: look natural and depict real life avoid images that look staged and set up depict a good cross-cultural representation

27 Accessibility 10.1 Best practice 27 We want our information to be accessible to as many people as possible. This checklist ( RNIB) will help you ensure your communications are accessible to a wider audience. Where possible, you should also consider offering a publication in Braille, in large print, on audio CD or in an electronic format. The type size has a minimum x height of 2mm Helvetica/Arial 11pt FS Albert 12pt Text is left aligned Layout is consistent and logical Words are not split between lines No large blocks of capital letters Paper (with or without lamination) is not glossy The paper is thick enough to minimise showthrough Leading is not cramped Good contrast between text and background Adequate gutter between columns Text is set horizontally No information is conveyed solely through the use of images, diagrams or colour Adequate space between paragraphs No text on top of an image or texture

28 28 Accessibility 10.2 Best practice The size of type (measured in points or x-height ) is vitally important to ensure legibility on all printed documents. A minimum x-height of 2mm should be used on all Consumer Focus printed material. This equates to: 12pt in FS Albert 11pt in Helvetica Neue 11pt in Arial We recommend using the following type sizes: Headings FS Albert Bold, 30/32pt Subheadings FS Albert Bold, 12/14pt Body text Helvetica Neue 45 Light, 11/14pt Reversed text When using white type reversed out of a block of colour, the background colour must be dark enough to provide sufficient contrast with the text. White text on a coloured background always appears smaller. Text is reversed out of a dark colour providing sufficient contrast Paper stock Where possible, print on recycled paper. Avoid printing on stock that is too reflective, ie high gloss.

29 Building the brand

30 Building the brand 11.1 Literature hierarchy 30 There are two levels in the literature hierarchy. Level 1 Level 1 Alternative Level 2 Level 2 Alternative High-profile literature requiring greater impact. Full colour photography that complements the brand colours. Alternative cover compositions can be created by adjusting the proportions of the title box. See page 37 for more details. Literature with basic content. An alternative colour option can be created using the secondary colour palatte. Executive summary Executive summary Executive summary Consumer Focus work programme to March 2010

31 Building the brand 12.1 The Consumer Focus family 31 When creating covers for the Consumer Focus brands, the colours will change to match the brand, as shown here. Tier 1: Cover examples Executive summary Executive summary Executive summary Tier 2: Cover examples Executive summary Executive summary Executive summary

32 Building the brand 13.1 Constructing the cover 32 The principle elements included on the covers are: logo title box (in CF brand colour) white border Photography should appear on documents at Level 1 but may be omitted on Level 2 documents. The gradients and swirl can be used as a substitute. rounded corners imagery, gradient or swirl texture Executive summary Logo Always sits top right on a white background White border Title box In an approved brand colour Title font FS Albert Bold Photography/ gradient/texture Rounded corners

33 Building the brand 13.2 Constructing the cover A4 portrait 33 An A4 cover should conform to these rules and proportions. Title box 1 /3 page (99mm) x x y Executive summary y Logo A4 100% Logo clear area 37mm Cover typography Main title: FS Albert Bold 34/37 Sub-title: FS Albert Light 18/28 Type margin y =17mm Large corner radius 20mm White border x = 8mm 1 /2 page (148.5mm) Small corner radius 5mm x x

34 Building the brand 13.3 Constructing the cover A4 landscape 34 An A4 Landscape cover should conform to the following rules and proportions. Title box 1 /2 page (105mm) x x y Rating Regulators Executive Summary y Logo A4 100% Logo clear area 37mm Large corner radius 20mm Type margin y =17mm White border x = 8mm 1 /3 page (70mm) x x Small corner radius 5mm Cover typography Main title: FS Albert Bold 34/37 Sub-title: FS Albert Light 18/28

35 Building the brand 13.4 Constructing the cover A5 portrait 35 An A5 cover should conform to these rules and proportions. Title box 1 /2 page (105mm) Type margin y =12mm x x y Rating Regulators Executive Summary y Logo 70% Logo clear area 26mm Cover typography Main title: FS Albert Bold 20/22 Sub-title: FS Albert Light 14/18 Large corner radius 14mm White border x = 5.5mm 1 /3 page (70mm) x x Small corner radius 3.5mm

36 Building the brand 13.5 Constructing the cover DL 36 A DL cover should conform to these rules and proportions. Title box 1 /3 page (70mm) Type margin y =10mm x x y Executive summary y Logo 60% Logo clear area 23mm Cover typography Main title: FS Albert Bold 20/22 Sub-title: FS Albert Light 14/18 Large corner radius 14mm White border x = 5.5mm 1 /2 page (105mm) x x Small corner radius 3.5mm

37 Building the brand 13.6 Constructing the cover logo positioning 37 (A) (B) The Consumer Focus logo should always appear in the top right of the cover in a white panel. (A) Clear area (C) The logo has been designed to appear at 100% on A4 cover proportions. If the logo is to be used below A4 the strapline should not be used. Logo size: ting regulators ecutive summary Large corner radius (A) Consumer Focus A4: 100% size A5: 70% size DL: 60% size Consumer Focus Post A4: 100% size A5: 60% size DL: 45% size Consumer Focus Wales A4: 100% size A5: 60% size DL: 40% size Consumer Focus Scotland A4: 100% size A5: 60% size DL: 40% size (A) (B) (B) Clear area (C) Positioning (mm): A4: A:20 B:12 C:37 A5: A:14 B:7.5 C:26 DL: A:14 B:7 C:23

38 Building the brand 13.7 Constructing the cover image area 38 The cover design template can accommodate a number of different designs. 1 /3 page (B) Executive summary Proportions: A4: A:148.5 B:99 A5: A:105 B:70 DL: A:105 B:70 1 /2 page (A) Executive summary Executive summary

39 Building the brand 13.8 Constructing the cover typography 39 FS Albert (aligned left) should be used for all cover typography. The positioning of the text should always be a consistent distance (Y) from the left and away from the main image margin. y Executive summary y Cover typography Main title: FS Albert Bold (A) Sub-title: FS Albert Light (B) Type size: A4: A:34/37 B:18/28 A5: A:20/22 B:14/18 DL: A:20/22 B:14/18 y y Executive summary Positioning: A4: Y:20 A5: Y:12 DL: Y:10

40 Building the brand 14.1 Use of secondary colours 40 The secondary colours may be used where appropriate, for example where colour coding is required. Report 1 Report 2 Report 3 In order not to clash with the secondary colour palette, the lozenge should then change to Pantone 424 (grey).

41 Building the brand 15.1 Internal layout report typography 41 A typographic hierarchy has been created to be used consistently within all Consumer Focus reports. Type size: A: FS Albert Bold 50/52pt B: Helvetica Neue Roman 11/14pt C: Helvetica Neue Light 11/14pt D: Helvetica Neue Bold 13/14pt (A) (B) (C) (B) (D) 4 Policy analysis 4.1 This study has enabled us to identify the strengths and weaknesses of the six regulators that we examined in terms of their level of consumer focus. In this section of our report, we draw out the common themes that emerged from our analysis. We consider it likely that other regulators will have similar good points and shortcomings, so our findings should provide a valuable insight for those concerned with regulation in other sectors. 4.2 The regulators have defi nite areas of strength and we were pleased to fi nd signs of improvement in areas such as consumer engagement and a greater use of enforcement powers. We also identifi ed pockets of good practice in each regulator across different aspects of regulatory performance, such as: the Financial Services Authority s approach to measuring its impact the Food Standards Agency s approach to transparency Ofcom s use of the Consumer Interest Toolkit developed by the Communications Consumer Panel Ofgem s use of reputational regulation to encourage change in fi rms behaviour Ofwat s consumer engagement approach to inform the current price review Postcomm s approach to stakeholder engagement in the regions Extract from Communications Act 2003 (7) Where it appears to OFCOM that any of their general duties conflict with each other in a particular case, they must secure that the conflict is resolved in the manner they think best in the circumstances. (8) Where OFCOM resolve a conflict in an important case between their duties under paragraphs (a) and (b) of subsection (1), they must publish a statement setting out (a) the nature of the conflict; (b) the manner in which they have decided to resolve it; and (c) the reasons for their decision to resolve it in that manner. (9) Where OFCOM are required to publish a statement under subsection (8), they must (a) publish it as soon as possible after making their decision but not while they would (apart from a statutory requirement to publish) be subject to an obligation not to publish a matter that needs to be included in the statement; and (b) so publish it in such manner as they consider appropriate for bringing it to the attention of the persons who, in OFCOM s opinion, are likely to be affected by the matters to which the decision relates. 4 5

42 Building the brand 15.2 Internal layout report grid 42 To maintain consistency we have developed a standard grid that should underpin all A4 portrait Consumer Focus reports. Text margins and columns The solid lines indicate page margins and columns. No main typographic elements may fall outside this area, (eg headings titles, body copy). Indented elements The dashed lines indicate the indent for text and images contained within pull-out text boxes (see page 19 for more info on these). Word Count So that pages keep a balance of text and white space, we suggest you plan for approximately words per page Areas for Government and regulators to address 1.14 There are two important areas of concern, where the needs of consumers are not being suffi ciently addressed, perhaps because they are jointly the responsibility of Government and regulators. Indeed, we identifi ed confusion among stakeholders about where the role of Government stops and that of regulators begins. These observations are not so much criticisms of regulators, but rather comments on decision-making structures in the public policy arena One advantage of creating independent regulators is that they can make long-term decisions free from the sorts of pressures faced by politicians. However, some matters involve issues of such moral sensitivity or national importance that it may be inappropriate for unelected offi cials to make the decisions. We encountered confusion about where responsibilities between Government and regulators should be and are being drawn in these situations. There is a feeling that regulators have been reluctant to engage as fully as they might on issues such as digital inclusion and genetically-modifi ed foods. There is a need to ensure these issues do not fall between the gaps and that discussion takes place in the open. We have seen in this study that regulators are developing expertise in consumer engagement techniques, so they are well placed to help facilitate these debates where appropriate Second, the affordability of lifeline services is a key public policy concern given the large numbers of households are classifi ed as experiencing fuel poverty or water poverty. Regulators stressed to us in our interviews with them, that the role of Government is to determine the policy framework and that their role is to supervise fi rms within these structures. Stakeholders accused both Government and regulators of failing to do enough. Government should take the lead, as these issues are cross-cutting and some of the solutions needed to tackle the problems, such as fi scal measures, are only available to Government. However, there is also scope for regulators to take a more proactive approach using the tools at their disposal, such as incentive frameworks and the freedom they give to fi rms to experiment with tariffs, to reinforce the efforts of Government. All measurements are in millimetres (mm) 1.17 A summary of the principal strengths and weaknesses of the six regulators in our study as measured against our assessment framework, in alphabetical order, is provided below. This is a brief snapshot only; more detailed summaries are provided later in this report, and full reports on each regulator are available on the Consumer Focus website Financial Services Authority its fi nancial capability work innovating with principles-based regulation, such as treating customers fairly measuring its impact, through the outcomes performance report a more positive enforcement approach does relatively little formal consumer research could make more use of transparency as a regulatory tool stakeholders consider that the fsa can be reluctant to intervene to protect consumers 1.19 Food Standards Agency a strong consumer-focused culture exists across the organisation transparent about its activities works effectively in a devolved setting an improving consumer engagement programme empowering consumers to help achieve changes in business behaviour evaluating its organisational effectiveness we would like to see a stronger engagement on debates around controversial public policy issues, such as GM food and nanotechnology enforcement; however, a major reform initiative has been launched 1.20 Ofcom a sea-change in level of consumer focus over the last few years its consumer engagement programme use of the Consumer Interest Toolkit developed by the Communications Consumer Panel works effectively in a devolved setting accessibility features on website for disabled users a perceived overreliance on self-regulatory approaches; however, a recent policy statement is welcome elements of accountability to and engagement with consumers

43 Building the brand 16.1 The back cover 43 Back covers should reflect the front cover layout and include: x x a lozenge in the brand colour the depth of this can vary in accordance with the front cover a white border an area to contain a gradient or swirl contact details for Consumer Focus in Helvetica Neue font in 11/14pt Title box 1 /2 page (148.5mm) Type margin y =17mm y Consumer Focus Artillery House Artillery Row London SW1P 1RT y t f e contact@consumerfocus.org.uk White border x = 8mm Contact typography Helvetica Neue Roman 11/14pt Large corner radius 20mm Small corner radius 5mm x x

44 Consumer Focus Artillery House Artillery Row London SW1P 1RT t f e contact@consumerfocus.org.uk