Core design templates by yzc11615

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									The CMI brand.
         Introduction .................................................................. 03
         Brand personality ......................................................... 04
         Tone of voice ................................................................ 05
         Our logo ....................................................................... 07
         Logo mechanics ........................................................... 09
         Logo misuse ................................................................. 10
         Our typeface................................................................. 11
         Colour palettes ............................................................. 12
         Photography guide and checklist .................................. 14

         Core design templates
         Stationery ..................................................................... 18
         Email signature ............................................................. 19
         A4 layout ...................................................................... 20
         Leaflet layout ................................................................ 21
         Case study layout ......................................................... 22
         Powerpoint layout ......................................................... 23
         Pull up banner layout .................................................... 24

         Dual branding ............................................................... 25
         Example merchandise .................................................. 26




02




     Contents.
          We’ve always believed in being passionate,
          challenging, progressive and savvy. Our new
          identity looks like we mean it.
          Welcome to our new brand guidelines. We haven’t changed but           We want people to understand all this when they see our brand.
          the way we look and sound has.                                        The clearer our brand, the better people understand who we are,
                                                                                what we do and what is important to us. It’s one more way to help
          The new look CMI still identifies and develops talent. We’re still    us build relationships and grow in stature as an organisation.
          ambitious to achieve things for our members and employers.
          We’re still ethically driven. And we still judge things by results.   To make this happen, we need a look, a feel and a tone to our
                                                                                communications that reflect our personality. Our new logo, new
          If we had to describe ourselves we would say that CMI is:             colours, new typefaces and a new tone of voice will help us do
          passionate, challenging, progressive and savvy.                       just that.

                                                                                And these are the guidelines that show you how we’d like to do it.




03




     Introduction.
          Our personality
          These are the words that sum up what we are:


          We’re passionate – because we truly believe in what we do and offer.
          We’re challenging – because we believe that our members get better answers by constantly questioning the status quo.
          We’re progressive – because we look forward not backward. And because we believe that it’s always possible to do better.
          We’re savvy – because our knowledge and expertise make us smart and quick to respond.




04




     Brand personality.
          How we sound
          What do passionate, challenging, progressive and
          savvy sound like in words? They sound confident,
          optimistic and bold.
          Everything about our new identity, from our logo, colours and photography down to the way we write, has been designed to reflect these values.
          We can use words to build our brand too. Everything we write is an opportunity to remind people that we are a passionate, challenging, progressive and savvy organisation.
          Even an email has the power to build our brand if it’s well written.
          What sort of language captures our brand values?

          Confident and bold                                                 Optimistic and forward thinking                                  Problem solving
          •	   Show a strong sense of belief in what we do and say           •	   Avoid bureaucratic or stuffy language – it makes us sound   •	   Be simple and clear, without over-simplifying or dumbing
                                                                                  old fashioned                                                    down. And avoid jargon wherever possible
          •	   Use positive words which show our ‘can do’ attitude
                                                                             •	   Be open and accessible. Don’t use language that is          •	   Don’t be afraid to challenge the status quo
          •	   Write in a natural way, as if you were speaking to someone.
                                                                                  deliberately exclusive or elitist
               Use contractions such as ‘don’t’ instead of ‘do not’.                                                                          •	   Use words which imply collaboration – ‘working together’,
                                                                             •	   Write with energy and dynamism to show our enthusiasm.           ‘with you’, ‘we’/‘our’ etc
          •	   Be direct. Say ‘we’ whenever you can
                                                                                  Vary the length of sentences to keep your writing pacey
                                                                                  and interesting to read.                                    •	   Don’t try to sound too impressive using long, complicated
                                                                                                                                                   expressions which mask the true message




05




     Tone of voice.
         What does our new tone of voice look like?
         Here are some tips for writing in our new tone of voice:
         Before
         Properly qualified, professional managers are also better equipped to respond to growing demands for flexible working and new
         working arrangements, as the Government continues to introduce reforms and new workplace rights. Research published by the
         Institute demonstrates a link between poor management performance and both low productivity and high reported levels of workplace
         ill health. Good management can reduce these stress factors and thereby drive higher productivity, as well as lower costs and social
         benefits through reduced absence levels.

         After
         Good managers create a more productive, healthier workplace. CMI research shows that well-trained managers respond more
         effectively to changes such as Government reforms, or demands for new working arrangements. Good management takes away the
         stress that leads to ill health, absenteeism and low productivity. And it has the added bonus of keeping costs down.


         Before
         The CMI’s Lean and Green report shows a striking disparity between senior and junior staff members at UK organisations in terms of
         their passion for and willingness to take action to combat climate change in the workplace.

         After
         Who cares more for the environment, senior or junior staff? Our Lean and Green report shows who’s passionate about tackling
         climate change in the workplace.




6
06

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     Introduction.
     Tone of voice.                                                  del ut lumsandre cor sequamcorem veros euip enibh ent ullaorem zzrit
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07




     Our logo.
         Single colour   Single colour whiteout                               Mono – 100% Black                                   Mono whiteout




08

                               We’re not an anonymous ‘Institute’ anymore. We are CMI: recognisable,          The new logo uses bold colours to make our initials stand out loud and
                               memorable, leaders. And we’ve got a new logo to prove it. ‘The Chartered       proud. (We’ve spelt our name out in full, just in case there’s any doubt).

     Our logo.                 Management Institute’ is a bit of a mouthful. ‘The Institute’ is a bit vague
                               and sounds old fashioned. So from now on we call ourselves CMI. Our
                                                                                                              Why have we put the dot of the ‘i’ above the ‘m’ of ‘CMI’? Take a closer
                                                                                                              look – it’s a very subtle reference to the way we put people at the heart of
                               new logo is designed to make this identity clearer and more memorable.         everything we do. You’ll see we use the pink ball in our photography too –
                                                                                                              as a graphic device that makes CMI instantly recognisable.
                                                         35mm




                                                         10mm



09

                       Exclusion zone                                                                 Minimum size (excluding full title)
                       Beyond the logo, allow for an exclusion zone which equates to the size of      In order to maintain legibility, the minimum width of our logo without the full

     Logo mechanics.   the topmost circle, as illustrated above.
                       Minimum size (including full title)
                                                                                                      title is 10mm, shown in real size above. (eg promotional items etc).

                       In order to maintain legibility, the minimum width of our logo including the
                       full title is 35mm, shown in real size above.
                    Always in the correct                                                          Never re-created in
                    colour scheme                                                                  a different typeface




                    Never distorted or rotated
                                                                                                   Always protect
                    and the relationship between
                                                                                                   the exclusion zone
                    elements remain the same




10

                                            The logo has been specially created to emphasise our organisation –      These examples are to show you how misuse of the logo can affect the
                                            please don’t redraw or alter it in any way.                              impact of our brand.

     Logo misuse.
         Helvetica 55                                              Helvetica 75                                                            Arial
         The Helvetica font family is our main font.               The Helvetica font family is our main font.                             For use on PC/Mac

         Nice and simple but elegant font, good                    Where extra emphasis is needed use                                      The Arial font is the best online match
         for anything from headlines to text. Use                  Helvetica 75.                                                           for our corporate fonts, it is simple and
         Helvetica 55 wherever possible and within                                                                                         elegant like Helvetica, it’s popularity on most
         all written documents.                                    ABCDEFGHIJKLMNOPQRSTUVWXYZ                                              people’s PC’s ensures compatibility. Use it
                                                                   abcdefghijklmnopqrstuvwxyz                                              for emails.
         ABCDEFGHIJKLMNOPQRSTUVWXYZ                                (.,:;?!£’A3$&@*) 0123456789
         abcdefghijklmnopqrstuvwxyz                                                                                                        ABCDEFGHIJKLMNOPQRSTUVWXYZ
         (.,:;?!£’A3$&@*) 0123456789                                                                                                       abcdefghijklmnopqrstuvwxyz
                                                                                                                                           (.,:;?!£’A3$&@*) 0123456789

                                                                                                                                           ABCDEFGHIJKLMNOPQRSTUVWXYZ
                                                                                                                                           abcdefghijklmnopqrstuvwxyz
                                                                                                                                           (.,:;?!£’A3$&@*) 0123456789




11

                                                       We’re modern, honest and approachable. Our new typeface says all              wherever possible, but where particular emphasis is needed Helvetica 75
                                                       that. In print, on screen and online. Our new typefaces are Helvetica and     is the bolder face to use. Arial is the best online match for Helvetica. Not all

     Our typeface.                                     Arial. They’re both modern looking, simple but elegant fonts. Helvetica is
                                                       our corporate typeface and should be used on all printed material, both
                                                                                                                                     computers have Helvetica but they’re almost certain to have Arial. All our
                                                                                                                                     emails, websites and computers will use Arial. It has a regular and a bold
                                                       internal and external. It comes in two weights: Helvetica 55 should be used   version to be a good match with the two Helvetica weights
                                                                                                                          Tint guide
         We’re bright, bold, colourful and confident.
                                                                                                                                                          General use
                                                                                                                                             100%


         We’re simple, but never simplistic. Our colours
         give us our personality loud and clear.
                                                                                                                                         50%       20%
                                                                                                                          Boxes/tables                    Strapline/subs




          CMI Magenta            CMI Blue 1                                        CMI Blue 2                                        CMI Text
          Pantone Pro. Magenta   Pantone 2755c                                     Pantone 2995c                                     Pantone Cool Grey 9c
          CMYK 0/100/0/0         CMYK 97/100/0/28                                  CMYK 83/1/0/0                                     CMYK 30/23/17/58
          RGB 209/0/116          RGB 33/7/106                                      RGB 0/169/224                                     RGB 116/116/120
          HTML D10074            HTML 21076A                                       HTML 00A9E0                                       HTML 747678




12

                                    Our corporate colours have evolved. We now have a set of contemporary     are to be used for all headers, subheads and graphic devices – with cool
                                    and distinctive colours that move our brand on. Our lead colour is CMI    grey as the lead colour for text. We’ve shown a tint guide to give you an

     Introduction.
     Primary colours.               Magenta, which is bold and colourful and different. The primary colours   idea how the overall appearance should feel.
            Tint guide                 General use
                             100%



                           50%   20%
            Boxes/tables               Strapline/subs




          CMI BluGrey                                   CMI Mint                                           CMI Sand
          Pantone Pro. 432                              Pantone 320c                                       Pantone 457c
          CMYK 65/43/26/78                              CMYK 100/0/30/2                                    CMYK 9/24/100/38
          RGB 55/66/74                                  RGB 0/154/166                                      RGB 177/148/1
          HTML 37424A                                   HTML 009AA6                                        HTML B19401




13

                                                           Sometimes it may be necessary to use a wider range of colours. For          corporate colours but need to be used sparingly. They can be used in the
                                                           example, a range of leaflets may need to be colour coded to distinguish     same range of tints as the primary colours.

     Secondary colours.                                    one from another. Or a document may need to pull out a particular feature
                                                           in a distinctive colour. These secondary colours extend the range of
         People are at the heart of our brand. Not dull,
         static, corporate clichés. Our people are animated,
         energetic and emotional.
         Too much corporate imagery is cheesy, happy and full of firm handshakes.        Distinctively CMI
         We want our people to be more real than that. We have collected a library
         of great images for you that use real, approachable people in interesting       You’ll notice that our primary photography features a large magenta ball.
         situations.                                                                     This is a branding device that puts CMI at the heart of our photography.
                                                                                         The ball is an intriguing object that makes the images worth a second
         Our people show emotions: thoughtful, concerned, delighted or frustrated.       look. It echoes our new logo. It’s a strong branding device. And it sets us
         We’ve put them in situations that illustrate our brand values: challenging,     apart from our competitors. Only the core CMI team should create images
         progressive, savvy or passionate. You can view and download images that         using the ball.
         can be used worldwide for print, merchandise and online at managers.
         org.uk/images. They are not to be used for press or advertising.




14

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                                                                      nonsenibh ese eugue doluptat aliquamcon vullandre delendio coreet volum         cortinim dignim vendip exer aute mod tetumsan ut ip elenim quisi. Xer si.

     Primary photography.                                             del ut lumsandre cor sequamcorem veros euip enibh ent ullaorem zzrit
                                                                      adiatio nsequat ad duismod ipsusci blaorem adiam volore dolor iriuscipit
                                                                                                                                                      Ugue dit, si erosto od dolor sustrud et ing eugue magnit lan utat. Ut at.
                                                                                                                                                      Ut amcommy nibh exer sum numsandiat. Ut do odigna commy Estrud
                                                                      wisl duismod Ulput in utem do enibh et lorem nos augiam aciduipisl ipit         dolobor in vel dio erostincil iuscipit vel ute tatu.
15




     Primary photography.
     Clichéd people
     in predictable
     business
     situations make
     us look dull and
     predictable too.
     A quick check
     Does the photography you’ve chosen reflect our
     brand values?

     4 Are the images natural, candid and shot in a real
       location?
     4 Are the images original and unique?
     4 Do the people look approachable, in conversation,
       showing emotion?
     4 Do the image colours compliment the new CMI
       brand?

     6 Do the images look clichéd?
     6 Were the images shot in a studio?

     Before you publish anything you must send it to us
     at corporate.marketing@managers.org.uk for
     approval



16

                                                           Sometimes we’ll need to use imagery that supports the main picture,
                                                           or the magenta ball won’t be appropriate. However the images should

     Secondary photography.                                still capture a sense of real situations with real people – not corporate
                                                           clichés.
Core design templates.
18




     Stationery.
                        CMI signoff




                                      Arial Bold and Regular 12pt
            Name Surname
                                      ‘Name Surname’ set in Magenta (RGB 236/0/140 )
            Job title
                                      ‘Job title’ set in CMI Grey (see RGB colours page 9)




            Tel: +44 (0)1536 204 222                Chartered Management Institute
            Mob: +44 (0)7000 000 000                Corby - Head Office,
                                                                                       Arial Regular 10pt
            Fax: +44 (0)1536 201 651                Management House,
            firstname.surname@managers.org.uk       Cottingham Road, Corby,            set in 50% CMI Grey (RGB 174/176/179)
            www.cmi.org.uk                          Northamptonshire NN17 1TT




          Communicating our personality
          loud and clear.

19




     Email signature.
                     1       1           4


                                 4
 1   4mm
 2 baseline              2
     for title and
     logo is sited
     equidistant
     from both           2
     image and
     topline
 3 image
     occupies
     11/16 of the
     total artwork
                                     5
     area
4    8mm
5    52mm                            6
6    8mm
7    12mm




                 3

                                             7 7




20




      A4 layout.
             1         1
                               4


                                   4




                           3




         2



                                       1   4mm
                                       2 image occupies 2/3 of
                                           the total artwork area
                                       3 image occupies 1/3 of
                                           the total artwork area
                                       4   8mm




21




     Leaflet layout.
                         1       3               Use secondary palette for main colour in case studies
                                         5


 1   8mm                             5
 2 baseline
     for title and
     logo is sited           2                                       6
     equidistant
     from both
     image and
     topline
 3   4mm                     2
 4 image
     occupies
     11/16 of the
     total artwork
     area
5    8mm
6    60mm
7    20mm




                     4




                                             7                 7
22




      Case study layout.
23




     Powerpoint layout.
                              Helvetica 55 70pt with 85pt leading
                              set in 100% CMI Magenta



                              Helvetica 55 35pt with 59pt leading
                              set in White



                              Helvetica 75 53pt set in White
                              Helvetica 55 53pt set in White




24




     Pull-up banner layout.
                                      3

                                  1                  3                                                      1         1


                          3
 1   8mm                                                                         1   4mm
 2 baseline for title                                                            2 image occupies
     and logo is sited                                                               2/3 of the total
     equidistant from                     2                                          artwork area
     both image and
     topline
 3   4mm
 4 image occupies
     11/16 of the total                   2
     artwork area




                                                                                                        2


                              4




                                                                                                                          Leaflet layout

                                                          A4 layout
25

                                              Our partners
                                              It should be noted that these guidelines can only offer how our brand

      Dual branding.                          should be sited alongside partner brands. Where conflicts occur, a
                                              compromise may well have to be sought.
26




     Example merchandise.
Chartered Management Institute
Corby - Head Office, Management House, Cottingham Road
Corby, Northamptonshire NN17 1TT
Tel: +44 (0)1536 204 222, Fax: +44 (0)1536 201 651
enquiries@managers.org.uk

								
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