Creating a brand ID & brand guidelines

1. BrandGuidelines
Usingandimplementingtheidentity

2. Contents
The Logo 03
Logo clear space and minimum size 04
Core Colour Palette 05
Extended Colour Palette 06
The Typeface 08
Grid Principles 09
Photography 10
Web style 13
PowerPoint 14
Emails 15
Stationery 16
Advertising 17
Blenheim Capital Services:
The Logo 20
Logo clear space and minimum size 21
Emails 22
Stationery 23
Contacts

3. 3
This is the Blenheim Capital Partners logo in all its
colour ways.
The logo can appear centered, right or left aligned
on applications.
The logotype comes in both a stacked and
horizontal version, the preferred choice is stacked.
The logo is a fixed artwork. It must not be altered
or recreated in any way. The Blenheim Capital
Partners logotype and symbol should always retain
the relationship shown here. Neither the encircled
letter B symbol nor the typography should be used
independently of the other.
Never reverse the coloured logo out of a background
colour, in this instance the white out option should
always be used.
Logo Colour Palette
Stackedandhorizontal
TheLogo
Pantone Black c
CMYK
60.40.40.100
RGB
0.0.0
HEX
000000
Pantone White
CMYK
0.0.0.0
RGB
255.255.255
HEX
FFFFFF
Pantone 282 c
CMYK
100.87.41.47
RGB
0.31.71
HEX
002147
Stacked version
Horizontal version

4. 4
ClearSpaceandMinimumSize
To ensure that the Blenheim Capital Partners
logo always appears clearly and unobstructed,
it is important to provide an area of clear space
around it.
The minimum clear space areas are shown here.
No other object should appear within this area
at any time, and where possible, this clear space
should be increased.
TheLogo
The logo should always be legible and must never
lose its integrity when reduced to a small size.
To ensure this, the logo should never appear smaller
than the sizes shown here.
23mm 30mm

5. 5
CoreColourPalette
The core colour palette will underpin the corporate
style of the brand. These colours will be instantly
recognisable as Blenheim material.
Broader colour palettes exist for specific audiences
and uses.
Using the core palette will help maintain consistency
and cohesion in the presentation of the Company.
Wherever possible these colours should be printed
as special or spot colours. By specifying the
Pantone® references, the printer should be able to
match them perfectly.
Blenheim Blue
Spot: Pantone 282
CMYK: 100.87.41.47
RGB: 0.31.71
HEX: 002147
Blenheim Grey
Spot: Pantone Cool Grey 9
CMYK: 56.47.44.11
RGB: 116.118.121
HEX: 747679
Blenheim Black
Spot: Pantone Black
CMYK: 60.40.40.100
RGB: 0.0.0
HEX: 000000
ColourPalette

6. 6
ExtendedColourPalette
The extended colour palette will provide the
flexibility needed to effectively communicate
the broad subject base, and with different target
audiences.
The palette includes colours that are both vibrant
and confident as well as those that are more
composed and considered – allowing you to select
colours to suit the nature of your need. The breadth
of the palette enables us to communicate the standing
and professionalism of Blenheim as well as its dynamic
future focus.
The palette offers a wide range of blue tones which
reinforce the corporate look. The brighter blues
should be used more sparingly and confined to
small areas. For example Cyan can be used for bullet
points or highlighting important text, but it is not
intended for a solid page colour. If a solid blue is
used as a full page bleed the Blenheim blue must be
used from the core colour palette.
Adherence to the colour palette will help to provide
cohesion across materials.
ColourPalette
Pantone 7527
13.12.18.0
Pantone 283
34.6.0.0
Pantone Cool Grey 6
0.0.0.40
Pantone 7462
99.66.24.6
Pantone Cool Grey 11
0.0.0.80
Pantone 302
100.38.0.51
Pantone Black
0.0.0.100
Pantone 281
100.89.31.30
Pantone Cool Grey 3
0.0.0.20
Pantone 2925
87.27.0.0
Pantone 628
15.0.6.0
Pantone Cyan
100.0.0.0
Pantone 312
100.0.15.0
Pantone 634
100.0.8.47
Pantone 2975
34.0.0.0
The range of blues available
are to support the Blenheim
blue in its use as a highlight
or rule/bullet point colour.
This wide range can be
particularly useful for charts
and graphs, adding variety
while complementing any
photography that has a
blue bias.
Black and the Cool Grey
colours are used for text
which can also include
bullet points and rules.
Cool Grey 3 and Pantone
628 can be used when
using very large text or
letters as a graphic tool.
Pantone 7527 can be used
to give the look of a varnish.
Pantone Black Pantone Cool
Grey 6
Pantone Cool
Grey 11
Pantone Cool
Grey 9
Pantone Cool
Grey 3
Pantone 628 Pantone 7527

7. 7
ExtendedColourPalettefordiagrams/barchartsandgraphs
The extended colour palette will also incorporate
other colours for use on bar charts and graphs used
in annual reports and internal documents.
Using these and the other extended colours will
ensure clear distinction between each element in a
diagram such as a bar chart.
These colours are not to be used in large areas or
on the main principle document, they have been
specifically selected to be used sparingly on graphic
diagrams such as bar charts.
ColourPalette
Pantone 331
18.0.15.0
Pantone 3275
91.0.51.0
Pantone 321
100.0.30.23
Pantone 329
100.0.47.47
Pantone 3255
47.0.30.0
Pantone 396
11.0.100.0
Pantone 384
15.0.100.30
Pantone 364
72.0.100.43
Pantone 3308
100.0.60.72
Pantone 390
18.0.100.6

8. 8
There is one typeface used on all Blenheim
applications and materials and that is Expert Sans
and Serif in all its weight forms.
Italic variants should only be used for highlighting
quotes or titles.
For headlines or displays, the fonts can utilise
reduced or increased kerning (letter-spacing) or
leading (line-spacing) to achieve a desired effect or
style. Kerning should never be below -40 or exceed
+50, as a general rule of legibility.
Typeface
Expert
Expert Sans Extra Light Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Sans Extra Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Sans Light Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Sans Light Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Sans Black
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Expert Sans Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Sans Regular Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Sans Regular Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Sans Regular Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Sans Extra Bold
ABCDEFGHIJKLMNOPQRSTUVWX
abcdefghijklmnopqrstuvwxyz
0123456789
Expert Serif Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Serif Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Serif Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert Serif Bold Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Expert

9. 9
TheGrid
BasicGridprinciples
A4 Centred Two Column
A4 Left Aligned Two Column A4 Three Column A4 Left Aligned Single Column
There are four ways that text can be applied to
an A4 page, a centred two column, left aligned
two column, three column and a left aligned single
column.
Using this rule all material published will look
cohesive and part of the same corporate suite.
The grid shown opposite can be adapted to any
format as long as the general principle is adhered to.

10. 10
Photography–CriteriaforSelection
Photography
Images are a key element of the identity
management framework. They help to express the
organisation, communicating our messages and
our style.
That it is: Inspiring
Modern and future focused
Dynamic and leading edge
Alive and real
When commissioning or selecting images the
following prompts should be considered:
l Is the image uplifting and inspiring?
l Does it convey ambition and determination?
l Does the image feel real rather than contrived
or posed?
l Does it portray Blenheim with integrity?
l Is the image modern, dynamic, advancing?
Blenheim has a global reach in its business and
partnerships and as such the photography should
reflect this. A good example of an image to use
is one that incorporates many countries and
continents such as a globe.
Photography can be in 4 colour spectrum or have
a distinct blue bias to reflect the core corporate
palette. Photographs can represent real life or be
abstract in nature to represent a concept or idea.
Global/International City/Modern/Dynamic/Business People

11. 11
Photography
StockLibrary
The photographs on the next two pages show our
stock library.
Any picture can be chosen that is appropriate for the
application. If the budget allows a commissioned or
photograph from a commercial photo library can
be used.
This page shows photographs with a blue
bias covering the areas of global, industry and
technology sectors.

12. 12
Photography
StockLibrary
This page shows photographs with a full colour
spectrum.

13. 13
ScreenIdentity
WebStyle
The design for the website should reflect the same
look and feel as on all other Blenheim platforms and
applications. The general principles concerning logo,
typeface, colour, style of photography etc. must be
adhered to. This is a fundamental factor in bringing
consistency to all key items.
It is important to show Blenheim’s global and
international presence as the world’s leading offset
arranger. This can be done through good use of
photography and imagery, ideally with a blue bias to
the images used.
Examples of how web pages should look are
shown opposite.

14. 14
PowerPoint
PowerPoint presentations and documents will use
many of the constant components of the Identity
Management system (i.e. logo placement, identity
band, typeface, grids). They will be produced in the
Expert typeface unless other text is being imported
as a graphic element.
The title slide carries the Blenheim Capital Partners
logo right aligned at the top of the slide.
On all other slides the Company logo must appear at
the base of the slide, right aligned. It is vital that the
Company is identified throughout the course of any
presentation or print out.
The presentation or printed PowerPoint document
should be produced using the core Company colour
palette.
It is also recommended that wherever possible this
colour scheme be used in situations where several
different presentations are being made by the
Company at the same venue or event. This will help
the Company to appear more professional in these
situations.
If presentations or documents are for more subject
specific purposes or intended for more local use,
they can be produced using colours from the wider
palette to fit with other linked materials.
ScreenIdentity

15. 15
Emails
ScreenIdentity
First Name Last Name
Job Title
Telephone: +44 (0)20 7XXX XXXX
Fax: +44 (0)20 7XXX XXXX
Email: firstname.lastname@blenheimcapitalpartners.com
www.blenheimcapitalpartners.com
Emails should always be finished with an email
signature to maintain a professional and corporate
impression. It gives the recipient all forms of
communication and contact details and a link to
our website.
The example opposite shows how this email
signature should look.

16. 16
Stationery
StandardStationery
To convey a smart, professional image a suite of
stationery has been designed to give a coherent,
unified look to our communications.
To order stationery, contact xxxxx. Stationery should
not be ordered from any other source. This will
ensure consistency in paper and print quality.
.
Trafalgar Court, Admiral Park, St Peter Port, Guernsey, GY1 3EZ
Telephone: +44 (0)20 7XXX XXXX
Fax: +44 (0)20 7XXX XXXX
Email: info@blenheimcapitalpartners.com
www.blenheimcapitalpartners.com
Trafalgar Court, Admiral Park, St Peter Port, Guernsey, GY1 3EZ
Telephone: +44 (0)20 7XXX XXXX
Fax: +44 (0)20 7XXX XXXX
Email: info@blenheimcapitalpartners.com
www.blenheimcapitalpartners.com
With Compliments
Blenheim Capital Partners
Trafalgar Court, Admiral Park,
St Peter Port, Guernsey GY1 3EZ
Telephone: +44 (0)20 7XXX XXXX
Mobile: +44 (0)7XXX XXXXXXX
Fax: +44 (0)20 7XXX XXXX
Email: firstname.lastname@blenheimcapitalpartners.com
www.blenheimcapitalpartners.com
First Name Last Name
Job Title

17. 17
Marketing
Blenheim Capital Partners adverts may be presented
in full page A4 format. These follow the same rules
and principles layed out in these guidelines in terms
of grid, typeface, colour etc. Use the examples
opposite as a guide to designing an A4 advert.
Advertising–Singlepage
Ranged left alignment Centered alignment

18. 18
Marketing
Blenheim Capital Partners adverts may also be
presented in double page spread format. These
follow the same rules and principles layed out in
these guidelines in terms of grid, typeface, colour
etc. Use the examples opposite as a guide to
designing a double page advert.
Advertising–Doublepage

19. 19
IdentityGuidelines

20. 20
This is the Blenheim Capital Services logo in all its
colour ways.
The logo can appear centered, right or left aligned
on applications.
The logotype comes in both a stacked and
horizontal version, the preferred choice is stacked.
The logo is a fixed artwork. It must not be altered
or recreated in any way. The Blenheim Capital
Services logotype and symbol should always retain
the relationship shown here. Neither the encircled
letter B symbol nor the typography should be used
independently of the other.
Never reverse the coloured logo out of a background
colour, in this instance the white out option should
always be used.
Logo Colour Palette
Standard
TheLogo
Pantone Black c
CMYK
60.40.40.100
RGB
0.0.0
HEX
000000
Pantone White
CMYK
0.0.0.0
RGB
255.255.255
HEX
FFFFFF
Pantone 282 c
CMYK
100.87.41.47
RGB
0.31.71
HEX
002147
Standard version

21. 21
ClearSpaceandMinimumSize
To ensure that the Blenheim Capital Services
logo always appears clearly and unobstructed,
it is important to provide an area of clear space
around it.
The minimum clear space areas are shown here.
No other object should appear within this area
at any time, and where possible, this clear space
should be increased.
TheLogo
The logo should always be legible and must never
lose its integrity when reduced to a small size.
To ensure this, the logo should never appear smaller
than the sizes shown here.
23mm

22. 22
Emails
ScreenIdentity
First Name Last Name
Job Title
Telephone: +44 (0)20 7038 8002
Fax: +44 (0)20 7038 8132
Email: firstname.lastname@blenheimcs.com
www.blenheimcapitalservices.com
Emails should always be finished with an email
signature to maintain a professional and corporate
impression. It gives the recipient all forms of
communication and contact details and a link to
our website.
The example opposite shows how this email
signature should look.

23. 23
Stationery
StandardStationery
To convey a smart, professional image a suite of
stationery has been designed to give a coherent,
unified look to our communications.
To order stationery, contact xxxxx. Stationery should
not be ordered from any other source. This will
ensure consistency in paper and print quality.
.
Blenheim Capital Services Ltd.,
Level 33, 25 Canada Square,
Canary Wharf, London E14 5LB
Telephone: +44 (0)20 7038 8002
Fax: +44 (0)20 7038 8132
Email: info@blenheimcapitalservices.com
www.blenheimcapitalservices.com
Blenheim Capital Services Ltd.,
Level 33, 25 Canada Square,
Canary Wharf, London E14 5LB
Telephone: +44 (0)20 7038 8002
Fax: +44 (0)20 7038 8132
Email: info@blenheimcapitalservices.com
www.blenheimcapitalservices.com
With Compliments
First Name Last Name
Job Title
Blenheim Capital Services Ltd.,
Level 33, 25 Canada Square,
Canary Wharf, London E14 5LB
Telephone: +44 (0)20 7038 8002
Fax: +44 (0)20 7038 8132
Email: firstname.lastname@blenheimcs.com
www.blenheimcapitalservices.com

24. Contact
3 Sheldon Square, Level 2, London, W2 6HY
Tel: + 44 (0)207 266 7010
Fax: +44 (0)207 266 7057
Email: info@blenheimcapitalpartners.com
www.blenheimcapitalpartners.com