brand guidelines - internal.britishsteel.uk.cominternal.britishsteel.uk.com/files/documents/... ·...

BRAND GUIDELINES June 2016 | V13

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BRITISH STEEL BRAND About

A brand is at the heart of every organisation, it is more than just a logo, it is the values, ethos and principles. It is how we communicate, how we look, what we do and how we make you feel.

Our visual identity is important in order to accurately and consistently tell our story and convey our messages to all our customers, prospects, suppliers, employees, stakeholders and communities.

We have created these guidelines to ensure the passion and pride that we have as an organisation is reflected via our brand and our communications.

This document is there not to stifle creativity but to give guidance that can allow for British Steel to thrive within a consistent yet flexible framework.

This document shows the approved use of our new brand and brand marks. All activities must adhere to these guidelines, if you need anything not covered by these guidelines, contact the Communications team:

Ruth HenstockHead of CommunicationsT +44(0)1724 405788

Liz BrownDesign and Production ManagerT +44(0)1724 402090

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BRITISH STEEL BRAND Contents

1. BRITISH STEEL BRAND 4 3. BRAND APPLICATION 52 CONTACTSValues 5 1. Signage 53 Preferred Brand Materials/Suppliers 135

Vision & Mission 6 2. Transport Livery 60 Brand Contacts 136

3. Stationery 67

2. CORE ELEMENTS 7 4. Brochures 74

1. Brand Mark 8 5. Templates 95

2. Typography 17 6. Promotional Items & Gifts 100

3. Colour 20 7. Workwear & Clothing 105

4. Strapline 23 8. Passes 110

5. Voice 26 9. Advertising 113

6. Graphic Style 30 10. Internal Communications 121

7. Photography Style 42 11. Display Graphics 124

8. Partnership Branding 47 12. Online 128

13. Social Media 132

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1. BRITISH STEEL BRAND

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BRITISH STEEL BRANDValues

We’re proud of… our heritage/our products/our people

We’re passionate about… helping our customers succeed/making our business sustainable/protecting our communities/developing our people

And we’re driven to achieve our best performance… production excellence, productive environments, profitable outputs

We are focused on making products and providing services that enable our customers deliver performance driven success.

Our brand promise to customers/suppliers

We want to work with you/our customers to fully know, understand and meet your/their needs.

We want to build loyalty in the British Steel brand by being our customers’ first choice supplier, the one they trust, every time.

We will do this by:• Being agile and easy to do business with – this means being responsive, adaptable, competitive and proactive

• Strengthening existing relationships and creating new relationships – this means being trustworthy, friendly and engaging

• Working together to drive improvements – with enthusiasm and effectiveness that accelerates product and service development

• Doing what we say we will do – this means being reliable and honest

With many recent changes across our business now is a time to reinvigorate our relationships. We will show everyone that we mean business, that we are here to stay and that by working with our company – British Steel – we can all be sure of a stronger future.

And we’re driven to achieve our best performance.

We already live by three core values PRIDE, PASSION AND PERFORMANCE.

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BRITISH STEEL BRANDWho we are

The steelmaking industry has gone through a turbulent time in recent years and a period of significant change. Our company, up until May 2016, was part of global steelmaker Tata Steel, prior to that we were part of the Corus group and going back even further to 1999 we were the old British Steel.

We’re not that same British Steel today but continue to be world leaders in steel production – producing more than 2.8 million tonnes of it every year. Our steel has been, and continues to be, fundamental in creating iconic, awe-inspiring structures around the world. It helps people travel, work, eat and socialise every day. More importantly, it also helps keep us safe.We produce more than 1,450 different specifications of steel that are rolled into wire rod, sections, special profiles and rail. We have highly regarded manufacturing operations in Scunthorpe, Teesside,

Skinningrove, Workington in the UK and Hayange in France, distribution centres across the UK and Ireland, a network of global sales offices and a rail consultancy business based in York.

Our heritage is important, it’s made us who we are, but we’re not stuck in the past – we’re looking to the future. We’re working closely with all our stakeholders to create an agile, effective, responsible and competitive supply chain.

We have a passionate, hard-working, ambitious and dedicated workforce. This is an exciting time for us as we move forward as British Steel and, we hope, for our local communities and everyone who works with us too.

British Steel is our brand new company, created with a proud heritage and a passion to build stronger futures.

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2. CORE ELEMENTS

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2. CORE ELEMENTS

1.Brand Mark

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CORE ELEMENTSBrand MarkOrigin

More than just a logo, the brand is our principles, ethos and essence. By involving employees from every part and level of the business from the start, we can truly say that our brand has been created with the British Steel values at its heart.

Our logo is simple yet distinctive and takes inspiration from elements of the British flag, using 45-degree angles to symbolise progression and evolution.

The icon is a combination of the B and S and is made up of 3 parts to represent our core values of pride, passion and performance.

British Steel is strong, both as a product and as an organisation; the logo has been designed to reflect this. The font and icon features rounded corners, showing no signs of weakness, only strength.

The colours are British Steel, coming from elements of our process; molten orange is the start of something, vibrant and exciting. Cool blue represents the quality of our organisation, professional and committed.

Future & Direction

Core ValuesMaterial

British Flag

Initials

B+S

French Flag

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CORE ELEMENTSBrand MarkLandscape

This is the primary logo, see relevant sections for full usage details.

Where possible this should always be used in colour.

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CORE ELEMENTSBrand MarkPortrait

This is the secondary version of the logo, see relevant sections for full usage details.

Where possible this should always be used in colour.

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CORE ELEMENTSBrand MarkExclusion Zone & Minimum Sizes

The British Steel logos must always include the correct spacing around them to ensure the mark always has impact and consistency.

This exclusion zone is measured by using the height of the ‘B’ on a rotation around each side of the logo as shown.

No text, graphic elements or image focal points should ever enter this space.

The landscape version of the British Steel mark should never be reproduced any smaller than 21mm wide.

The portrait version of the British Steel Mark should never be reproduced any smaller than

10mm wide.

10mm

21mm

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CORE ELEMENTSBrand MarkCommon A-sizes

To ensure consistency, we have a range of British Steel mark sizes for common ‘A’ paper sizes. There may be large scale exceptions to these rules (for example, on signage and billboards) but wherever possible, use these specific sizes. The sizes below are for the primary British Steel brand mark; if you have a document you think requires the portrait version of the logo, please contact the Communications team for assistance.

Format Size

British Steel brand mark minimum width

Minimum Size

21mm

A6 23mm

A5 33mm

A4 43mm

A3 53mm

A2 106mm

A1 212mm

A0 424mm

A0

A1

A2

A3A4

A5

A6

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(c)

CORE ELEMENTSBrand Mark Colour

Where possible the British Steel logo must be primarily used in the full colour options (a) and (b). Where required the logo can also be used in monotone (d) and whiteout (e) when placing the colour options on complex images or non-brand coloured backgrounds.

In circumstances where the logo must be used over an orange background (e.g. on workwear) the logo should be used in navy (c) as a single colour. This should be avoided where possible and must be approved by the communications team.

(b)

(d) (e)(a)

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CORE ELEMENTSBrand Mark Avoid

The British Steel brand marks should never be stretched, rotated or skewed in any way.

The logos should only be used in colours defined in this document.

The logos should never be reconstructed by typesetting, removing, rearranging or resizing elements.

Extra care should be taken when placing the logo over coloured backgrounds and images. Make sure the most appropriate colour option is used for maximum legibility.

Do not recreate the logoX Do not stretch or skew the logoX

Do not use incorrect colour combinations or gradients

X Do not rotate the logoX

Do not remove elements of the logo

X Do not rearrange or rescale any elements of the logo

X

Do not place the logo in a box/frame or ignore the exclusion zone

X Do not place the logo onto a coloured background or image that reduces legibility

X

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CORE ELEMENTSBrand Mark Example Placement

Logo placement needs to be considered on all products.

In particular please refer to minimum sizes (px) and exclusion zones (px).

Where possible please use the full colour version.

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2. CORE ELEMENTS

2. Typography

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CORE ELEMENTSTypography Primary Typeface

Our corporate font is Museo Sans Rounded, this was chosen as it is a clear, legible, strong and contemporary font that ties in well with the values of British Steel.

British Steel is strong, both as a product and as an organisation; the font has been picked to reflect this. The font features rounded corners, showing no signs of weakness, only strength. The rounded corners also make it approachable and friendly like our people.

A variety of weights are available to give flexibility across all uses.

Titles and key information should be capitalised. The full Museo Sans Rounded type family can also be used for titles and to provide any further hierarchy or emphasis.

Museo Sans Rounded 1000, 700 and 500 should only ever be used for titles. All body copy is set at a minimum of 9pt in Museo Sans Rounded 100.

| TITLES/KEYINFORMATION

ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789

Museo Sans Rounded 700


Museo Sans Rounded 700 Italic

| SUBHEADINGS/TITLES/ FURTHER HIERARCHY

abcdefghijklm nopqrstuvwxyz 0123456789








| BODY COPY





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CORE ELEMENTSTypography Secondary Typeface

Museo Sans Rounded is not a free font and so is not available on all software and systems (e.g. documents created in Microsoft applications). Where the primary font is not available Arial should be used.

Arial should be used in all instances where web fonts must be used.

| TITLES/KEYINFORMATION

ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 ARIAL BOLD


ARIAL BOLD ITALIC

| BODY COPY

ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 ARIAL REGULAR

ABCDEFGHIJKLM NOPQRSTUVWXYZ 0123456789 ARIAL ITALIC

abcdefghijklm nopqrstuvwxyz 0123456789 Arial Bold


Arial Bold Italic

abcdefghijklm nopqrstuvwxyz 0123456789 Arial Regular

abcdefghijklm nopqrstuvwxyz 0123456789 Arial Italic

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2. CORE ELEMENTS

3. Colour

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CORE ELEMENTSColour Palette

As part of the overall visual identity, British Steel has a primary palette of two colours combined with black and white.

The colours are British Steel, coming from elements of our process; molten orange is the start of something, vibrant and exciting. Cool blue represents the quality of our organisation, professional and committed.

Fresh Green can be used as an accent to compliment and contrast Cool Navy and Molten Orange where required.

The colour breakdowns are bespoke and unique, so please use these specific values and not breakdowns generated from applications such as Adobe InDesign or illustrator.

Different paper finishes will absorb inks differently, so the Pantone inks are formulated to compensate for that absorption.

COOL NAVY 7546 C Pantone Solid Coated 7547 U Pantone Solid Uncoated

CMYK 82, 65, 51, 57RGB 42, 52, 62HEX #2A343E

RAL 5008 (Grey Blue)

MOLTEN ORANGE 152 C Pantone Solid Coated 152 U Pantone Solid Uncoated

CMYK 0, 59, 98, 0RGB 245, 132, 35HEX #F58423

RAL (Pastel orange)

583 C Pantone Solid Coated

583 U Pantone Solid Uncoated CMYK 19, 0, 100, 15RGB 188, 195, 30HEX #BCC31E

FRES

H

GR

EEN

80% 60% 40% 20% 80% 60% 40% 20%

20%

60% 40% 20%

40%

60%

80% 80%

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CORE ELEMENTSColour Palette Secondary

The secondary colour palette consists of a group of colours that have been selected to compliment the primary palette.

These colours must only be used when the primary palette does not provide enough differentiation, such as within charts and diagrams. These colours must not be used on any other materials.


667 U Pantone Solid Uncoated CMYK 79, 72, 37, 22RGB 69, 73, 103HEX #454967

FIN

EST

PU

RP

LE


186 U Pantone Solid Uncoated CMYK 11, 100, 82, 3RGB 207, 10, 44HEX #cf0a2c

GLO

WIN

GU

MB

ER


5513 U Pantone Solid Uncoated CMYK 33, 12, 18, 0RGB 172, 198, 201HEX #ACC6C9

OX

YGEN

B

LUE


7534 U Pantone Solid Uncoated CMYK 17, 16, 24, 0RGB 211, 204, 189HEX #D3CCBDLI

MES

TON

ETA

UP

E

Secondary PalettePrimary &

Secondary Palette

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2. CORE ELEMENTS

4. Strapline

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BRITISH STEEL BRANDStrapline

Our strapline is Building Stronger Futures. This has been developed to reinforce our core values and create a consistent and powerful message about British Steel throughout our external and internal communications.

The strapline is meaningful and pertinent. We are about building stronger futures for everyone associated with British Steel – employees, customers, suppliers, stakeholders and communities.

We have a strong heritage that we must not forget about but the future is where we need to be focusing. This is about reinforcing the positivity, ownership and stability with British Steel and our industry.

BUILDING STRONGER FUTURES

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BRITISH STEEL BRANDStraplineDos & don’ts

The British Steel strapline ‘Building Stronger Futures’ should never be used directly with the logo, it is always used separately. It can be used as a headline, or if the strapline competes with other messaging on the page, it can then be used as a sign off at the base or back of a document.

If used in body copy make sure the strapline is written in title case, not lower case or full capitals.

Only ever set the font to Museo Sans Rounded 500

When used over images or busy textured backgrounds set the whole strapline in white

X Do not rotate the strapline

X Do not use heavier Museo Sans Rounded weights to accentuate words

Linear Strapline: When linear only highlight the centre word

Stacked Strapline: When stacked only highlight the

base/bottom word



BUILDINGSTRONGER FUTURES

BUILDINGSTRONGER FUTURES



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