OPP branding guidelines for partners

Transcription

1 OPP branding guidelines for partners 2011

2 Introduction What s the definition of a brand? A brand is not simply a name, a logo or a piece of advertising. A brand is the guarantee of a unique experience. An experience that is both tangible (the product you buy, the place you stay, the service you get) and intangible (the way you feel about using a product, the image you see from the advertising). Take Coca Cola: it is the most valuable brand in the world. Why? There are many other fizzy drinks on the market, some might even taste better. What makes Coca Cola unique is the aspirational image of refreshment that it has come to represent, across every continent of the world. The same is true for every category you can think of: from Apple in technology to Citibank in banking. These brand names suggest an experience, that is unique even if we have never used their services. People form impressions about brands based on every experience they have of those brands. So the key to success is to use a brand at the heart of the business, driving what we do and how we do it. What are the main attributes of a brand? The attributes that make a really great brand are: 1 The consistency with which it delivers the customer experience 2 The constant innovation it demonstrates to stay relevant to clients or customers over the years All strong brands have certain characteristics in common: Character: they have appeal and personality Consistency: they deliver their promise, time and time again Differentiation: they stand out from the crowd DNA: they draw on their heritage and remain true to themselves Innovation: they understand the difference between observing their clients/customers and truly understanding them Unique look and feel: they are able to provide instant recognition and exude a premium quality Why is OPP branding and co-branding important? The OPP brand has been developed to encapsulate our proposition statement, and shown in our strapline, unlocking potential. OPP is recognised by world-class organisations to stand for high levels of professionalism, reliability and quality. Our products also have brands that have been developed over the years and carry with a promise of trust and reliability. We believe that our partners can strengthen their position and status in the marketplace by association with OPP, the OPP brand, and our product brands. Branding is therefore a great opportunity, but also a great responsibility for all of us. OPP wants to help its partners strengthen their proposition by allowing them to use and associate with our brand, but we all need to be aware that everything we say and everything that we do touches our clients in some way. Every contact will either strengthen or weaken the brand. Our partners bring high levels of skills, capability and knowledge to their marketplaces. We hope that association with our brands will help our partners to enhance their potential to win new customers, and that their actions will further enhance their own and the shared OPP brands they use. We offer our partners the chance to associate with brands to be proud of. Brands that can help support your ambitions for recognition and growth in your marketplace. Let s make brand count. 2

3 OPP brandmark (company logo) Brandmark The OPP brandmark is the basis of our identity. It normally appears in two colours on a white background, as shown here. The brandmark is made up from specially drawn letters. Use only the official artwork for the brandmark it cannot be re-created from any typeface. Do not separate the strapline wording from the OPP mark. If you need to reproduce the brandmark in monochrome or if you need to place it on a dark-coloured background, please see the alternative versions on the next page. Exclusion zone To preserve the integrity of the brandmark, please observe the exclusion zone around the mark. No other visual material should be placed within this area. X Colours The two primary corporate colours are specified here for various reproduction methods. Note : As this PDF document will be viewed both on screen and as a printout, the colours you see may not be true to Pantone colour standards. Always give the appropriate numerical colour value when specifying colour or provide a swatch from a Pantone colour selector book. Pantone is a registered trademark of Pantone, Inc. colours for printing: Pantone spot colour Pantone 1807 PC Pantone Cool Grey 10 PC colours for printing: 4-colour process (CMYK) C0 M100 Y96 K28 C0 M0 Y0 K60 colours for online applications (Hex) # # colours for Microsoft Office applications (RGB) R181 G18 B27 R128 G127 B131 3

4 Other versions of the brandmark If necessary, the brandmark may also be used in these ways: Monochrome For use in instances where only black and white printing is available (eg fax cover sheet, newspaper advertising). Reversed For instances where a black or solid colour is preferrred, for added impact. Do not use the reversed version out of light colours. Dos and don ts The OPP brandmark may be used, with care, superimposed onto coloured backgrounds or images. Avoid placing it over busy areas of images choose an area of plain colour without texture or detail. Use the positive version on light images; use the reversed version on dark images

5 Legends and trade marks OPP OPP is a registered trade mark of OPP Ltd. Registration information Registered in England No Registered office: OPP Ltd, Elsfield Hall, Elsfield Way, Oxford OX2 8EP, UK Safe sender list Ensure you always receive this - add us to your safe senders list Contact details Neil Bird International Channel Manager OPP Ltd Elsfield Hall Elsfield Way Oxford OX2 8EP United Kingdom t: +44 (0) f: +44 (0) e: enquiry@opp.eu.com w: Copyright Copyright 2011 OPP Ltd 5