105 BRAND GUIDELINES Ensuring people aren t in the dark about their power cut.

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Claire Hill
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1 105 BRAND GUIDELINES Ensuring people aren t in the dark about their power cut.

2 Contents 2 3 Brand strategy 7 Brand elements 17 Applying the elements 32 Partners best practice 4 Brand objectives 8 Logo 18 Logo sizing & positioning 33 Partner led communications 5 Brand essence diagram 10 Colour 19 Logo usage 39 Give-aways 6 Campaign delivery diagram 11 Limited space logo 20 Limited space usage best practice 12 Welsh logo 21 Logo positioning 41 PowerPoint 13 Typography 22 Logo colour usage 43 Give-aways 14 Tone of voice 23 Typography usage 44 Postcards 15 Support imagery 24 Support imagery usage 45 Projection stunt 26 Working with partners 46 Vehicle livery 47 signature 46 Contact & support

3 BRAND STRATEGY 3

4 Brand objectives 4 Communicate clearly that the 105 number is for power cuts. Ensure that people remember 105 in the event of a power cut.

5 Brand essence diagram The diagram has been created to help brief and give guidance for 105 communications. Reassure 5 PURPOSE Raise awareness Help Ensuring people know about 105 in the event of a power cut Communicate clearly that this is for power cuts CLARITY Is at the centre of everything we do Reliable Rational PERSONALITY Authoritative Straightforward Single minded Helpful

6 Campaign delivery diagram The CAMPAIGN diagram has DELIVERY been created to help brief and evaluate the 105 campaign. The 105 campaign should always start with a clear message and aim to achieve recall with the viewer. RECALL OBJECTIVE Ensuring people know about 105 in the event of a power cut 6 AUDIENCE Communicate & engage with all demographics BEHAVIOUR Get noticed / raise awareness PERSONALITY Single minded / straightforward / be distinctive CLARITY Is at the centre of everything we do

7 BRAND ELEMENTS 7

8 Logo The logo takes its inspiration from that moment when you are left in the dark. The 105 speech bubble gives us the answer. If you find yourself left in the dark during a power cut Call The speech bubble has been deliberately drawn to reference an electrical warning sign. The 105 logo has been created to communicate as quickly as possible. The message is deliberately short and to the point.

9 105 Logo There are two options for the 105 logo. Whenever possible use the full colour version Logo on black 105 Logo on white 105 Black & white logo Whenever possible the logo should be used on a black background. The black and white logo should only be used when colour is not an option or appropriate to the design treatment.

10 Colour Primary colour palette The brand colours for 105 have been selected to be as striking and eye catching as possible. Yellow and black signifies a power problem. Secondary colour palette The secondary colour palette helps support the primary. Black and white colour palette: The black and white logo should only be used when colour is not an option or appropriate to the design treatment. 10 Primary colour palette: Primary colour palette: 105 Yellow Pantone Yellow C CMYK 0, 10, 90, 0 RGB 255, 220, 0 HEX #ffdf00 Black CMYK 0, 0, 0, 100 RGB 0, 0, 0 HEX # Black CMYK 0, 0, 0, 100 RGB 0, 0, 0 HEX # White CMYK 0, 0, 0, 0 RGB 255, 255, 255 HEX #ffffff Secondary colour palette: Secondary colour palette: White CMYK 0, 0, 0, 0 RGB 255, 255, 255 HEX #ffffff Light Grey CMYK 0, 0, 0, 25 RGB 199, 200, 202 HEX #c7c8ca Light Grey CMYK 0, 0, 0, 25 RGB 199, 200, 202 HEX #c7c8ca Mid Grey CMYK 0, 0, 0, 55 RGB 138, 140, 142 HEX #8a8c8e Mid Grey CMYK 0, 0, 0, 55 RGB 138, 140, 142 HEX #8a8c8e Dark Grey CMYK 0, 0, 0, 85 RGB 77, 77, 79 HEX #4d4d4f Dark Grey CMYK 0, 0, 0, 85 RGB 77, 77, 79 HEX #4d4d4f

11 Limited space logo A limited space logo has been created for use when space is an issue. Use the primary logo whenever possible Primary logo 105 Limited space logo

12 Welsh language 105 logos Welsh language versions of the 105 logo have been created for the appropriate regions. 12

13 Typography Headline typeface The headline typeface has been selected to be as striking and eye catching as possible and to communicate clearly. Supporting typeface The supporting typeface helps support the headline. 13 Please note that the licences for Gotham bold, light and Knockout HTF69-fullliteweight will need to be purchased. Headline typeface 105 LIGHTS OUT ABCDEFGHIJKLMNOPQRSTUVWXYZ Supporting typefaces Gotham bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz When Gotham is not available use Arial Arial boldld ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

14 Tone of voice When creating copy for 105 remember that clarity of message is key. Anything that confuses or adds complication should be avoided. 105 copy should be: 14 CLEAR CONCISE STRAIGHTFORWARD SIMPLE

15 Support imagery The 105 eyes can be used to add warmth and humour to 105 communications. The eyes make light of that what s happening? moment! The eyes should only be used when humour and warmth are appropriate and not in more serious official communications. 15

Support imagery The following images have been selected

This imagery style should only be used when using the

16 Support imagery The following images have been selected to complement the 105 logo. Please match this style and colour when creating imagery for 105. This imagery style should only be used when using the eyes is not appropriate. Please note that these images have been taken from an image library and have not been purchased to date. 16

17 APPLYING THE ELEMENTS A guide to putting together 105 communications 17

18 Logo sizing & positioning Clearspace and minimum sizing 18 Clearspace We are proud of our logo, therefore it s vital that we always protect its visibility and presence. When using our logo please ensure no other elements infringe upon it. The clearspace around the logo should be the X height of the call 105 C. Minimum size To always ensure good legibility of our logo we have a minimum size restriction, seen below. 20mm x x x x

19 Logo usage examples 19 ANOTHER MESSAGE Don t use the lightning bubble for holding other messaging Don t distort the logo Don t rotate the logo

20 Limited space logo usage examples The applications below show the correct use of the limited space logo. 20 Using the 105 primary logo here would result in issues with clearspace. Limited space logo on signature Limited space logo on website Thank you for your , I will look into what was stated as work with you to resolve any issues it is that you may be having. Kind regards, John Lorem ipsum Operations Manager Address: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod. Loremipsum.co.uk Mobile: Website: For up to date information on power disruption visit:

21 Logo positioning examples 21 Our logo needs to communicate therefore it s vital that we always protect its visibility and presence. When using our logo please ensure no other elements infringe upon it or obstruct its clarity. Don t crop the logo Don t position the logo too close to the edge of communications See clearspace for more guidance Don t position the logo on top of crowded backgrounds

22 Logo colour usage examples 22 Don t change the logo s colour Don t adjust the logo s opacity Don t use white type on yellow Don t outline the logo The black and white version should only be used when colour is not an option The black and white version should only be used when colour is not an option

23 Typography usage examples 23 Don t use 105lightsout in lowercase Don t stretch the type lorem ipsum LOREM IPSUM lorem ipsum Don t rotate the type LOREM IPSUM lorem ipsum Don t squash the type LOREM IPSUM lorem ipsum Don t over space the type LOREM IPSUM lorem ipsum LOREM IPSUM lorem ipsum

24 Support imagery usage examples 24 Don t use different coloured eyes Don t use different eyes Give the logo space The logo should be bigger than the eyes Don t use too many eyes

25 Support imagery usage examples 25 Don t use photography that is not from the UK Don t use colours that clash with the logo Don t use black and white photography

Working with partners 26 To raise awareness of

as such, these guidelines focus on the use of 105

26 Working with partners 26 To raise awareness of the 105 number, the logo must work with various partner brands. The energy networks are key partners for 105 and, as such, these guidelines focus on the use of 105 alongside their brand communications. The same guidance applies to other partner brands. The 105 logo can be used as part of a logo lock-up, seen apart from a partners logo or in isolation.

27 Working with partners Aligned right recommended lock-up sizing If both logos need to share an equal amount of importance and space, then the following is the recommended sizing guide: 27 The rectangle of the 105 logo should match the height of the network logo The type height of the 105 logo should match the height of the network logo

28 Working with partners Recommended lock-up spacing 28 When placing the 105 logo next to a network s logo it is important that both logos are given adequate space. Use the height of the 105 logo as a guide for the space between the logos. This gives us enough space to adhere to all of the networks clearspace exclusion areas.

29 Working with partners Aligned left recommended lock-up sizing If both logos need to share an equal amount of importance and space, then the following is the recommended sizing guide: 29 The rectangle of the 105 logo should match the height of the network logo The type height of the 105 logo should match the height of the network logo

30 Working with partners Recommended lock-up spacing 30 When placing the 105 logo next to a network logo it is important that both logos are given adequate space. Use the height of the 105 logo as a guide for the space between the logos. This gives us enough space to adhere to all of the networks clear space exclusion areas.

31 Working with partners Recommended lock-up positions 31 The 105 logo can be positioned either side of the network logo depending on the layout of the communication. If the network logo is ranged left on the communication then the 105 logo should sit to the right of it and vice versa. Lock-up position for a ranged left network logo Lock-up position for a ranged right network logo

32 32 WORKING WITH PARTNERS BEST PRACTICE A few examples of how the brand should come together

33 Working with partners Partner led communications 33

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Contact us! Power cut Powercut? Contact us!

Networks Holdings Limited Registered office:

London SE1 6NP v5march2016 Registered number:

London, SE1 6NP v5march16 St ap icke for plic

Registered egistered Office: 237 Southwark

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34 34 Working with partners Partner led communications St ap icke!! es rvices vices ks tworks works St ap icke for plic r an m atio d ins n ide a for plic rgummed Please detach along the perforated line, moisten edge, m ationd ins n ide fold and seal before posting. No stamp or envelope required. Please detach along the perforated line, moisten gummed edge, fold and seal before posting. No stamp or envelope required. Powercut? Contact us! Power cut Powercut? Contact us! Powering your home is our priority UK Power Networks Holdings Limited Registered office: Newington House, 237 Southwark Bridge Road, London SE1 6NP v5march2016 Registered number: registered in England and Wales UK Power Networks (Operations) Ltd. Registered in England and Wales. Registered No Registered Office: 237 Southwark Bridge Road, London, SE1 6NP v5march16 St ap icke for plic r an m ati d ins on ide orks (Operations) Ltd. Registered in England and Wales. Registered egistered Office: 237 Southwark Bridge Road, London, SE1 6NP! Please detach along the perforated line, moisten gummed edge, fold and seal before posting. No stamp or envelope required. Please detach along the perforated line, moisten gummed edge, fold and seal before posting. No stamp or envelope required. St ap icke for plic r an m ati d ins on ide! Powercut? Contact us! Powercut? Contact us!

35 Working with partners Partner led communications 35

36 Working with partners Partner led communications 36

37 Working with partners Partner led communications 37

38 Working with partners Partner led communications 38

39 Co-branded give-away examples 39

40 COMMUNICATIONS BEST PRACTICE A few examples of how the brand should come together

41 PowerPoint 41

42 PowerPoint 42 Title page Contents page Primary copy page Secondary copy page Primary graphs and data page Secondary graphs and data page

43 Give-away examples 43

44 Postcards 44 There s a new number to call if you have a power cut. Call 105.

45 Projection stunt 45

46 Vehicle livery logo option 105 logo with eyes

47 signature 47 Thank you for your , I will look into what was stated as work with you to resolve any issues it is that you may be having. Kind regards, John Currently there is planned disruption across some areas of the Devon & Cornwall which should be resolved shortly. No power-cuts are evident in other areas. But we will remain vigilant for any signs. Kind regards, John Lorem ipsum Operations Manager Address: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod. Loremipsum.co.uk Mobile: Website: Lorem ipsum Operations Manager Address: Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod. Loremipsum.co.uk Mobile: Website: For up to date information on power disruption visit:

48 Contact & support 48 Please for any guideline related questions or issues.

Brand Guidelines 12 December 2014

Brand Guidelines 12 December 2014 Our brand Introduction A distinctive new approach to the transport infrastructure of Edinburgh deserves a bold new look. A whole new brand platform has been developed