V 1.0. This is Bell. A guide to using the Bell identity.

Transcription

1 V 1.0 This is Bell. A guide to using the Bell identity. 1

2 Table of Contents TABLE OF CONTENTS The Logo - page 5 Colours - page 10 Typography - page 13 Iconography - page 17 Brand Add-ons - page 19 Photography - page 21 Brand Applications - page 24 2

3 The Bell Story Bell was founded by Frank Bell, a University of Cambridge graduate, with a love of languages and a vision to promote intercultural understanding through language education. Frank s inspiration came from his time as a prisoner of war during the Second World War. In the harsh conditions of the camp, he taught his fellow prisoners Spanish and French, a simple act of defiance that quickly led to the creation of a secret university which taught a broad range of subjects. After the war, Frank Bell returned to England where, reflecting on his experiences, he became convinced that the route to international co-operation and understanding lay in learning. This led him, in 1955, to open his first language school in Cambridge, which still operates today. INTRODUCTION 3 Since then, Bell has grown from one prestigious English language school in Cambridge to an internationally recognised, high-quality education business which unlocks the world for its students through learning English and learning in English.

4 More than 60 years of tradition INTRODUCTION 4 Since 1955 we have provided unforgettable learning experiences to students and teachers from around the world, transforming the lives of over one million people. Through our teaching approach, The Bell Way, we encourage our students to aim high, exceed their learning goals and become a confident user of the English language. Through excellent teaching and outstanding guidance and support, we are committed to helping students and organisations achieve their full potential.

5 1. The Logo THE LOGO 5

6 1.1 The bell & shield mark Crown A symbol of royalty, power, legitimacy and excellence, illustrate the quality oriented vision of the brand. Bell An obvious reference to the name of the founder s surname, as well as a continuation from previous logos, but also can be seen as the vehicle that brings about change and being a symbol of freedom and expression. Sound Waves Can be seen as the either coming from the outside, hitting the bell and converging into one resonating stream or as the results of the resonance of the bell travelling far and away. These are also formed in the shape of the pages of an open book, which reminds the viewer of the traditional way that books are generally represented in old coat of arms. Resonance The resonance created by the bell travels far, vibrating and connecting to people. If the bell is the source of education, this can be seen as the effect of the educational and social programmes by the school and foundation. THE LOGO The Shield Shape Shows the heritage of the brand by giving the logo an authoritative shape and feel which reminds the viewer of historical universities coat of arms. Style The single stroke styling is a modern, minimalist but also fine way of depiction, contouring each shape individually while keeping the object light and solid. 6

7 1.2 The main logotype The Full Logotype - Horizontal The Full Logotype - Vertical Clear Space Clear Space x x Clear Space Clear Space Clear Spac e Clear Spac e x Clear Space x Clear Space THE LOGO There should be sufficient clear space around the logo as indicated above. 7

8 1.3 Logo Uses Full Colour on Light Background / Image White Logo on Dark Background / Image THE LOGO B&W on Light Background / Image 8

9 1.4 Rules of use Never modify the Bell logo in any way, the logomark should remain free of any shadows, outlines & gradients. Logo should never be rotated or skewed & always re-size logomark to scale. Christmas Party THE LOGO 9

10 2. Colours COLOURS 10

11 2.1 Primary Colour System Bell Blue Darker Shade Bell Coral Darker Shade WEB RGB CMYK PANTONE # #23343F WEB RGB CMYK PANTONE #DC #BF574F COLOURS Bell Blue-Grey WEB RGB CMYK PANTONE #94A1A Darker Shade #737C Bell Light Grey WEB RGB CMYK PANTONE #EAEFF Darker Shade #D8E2E

12 2.2 Secondary Colour System COLOURS 12

13 3. Typography TYPOGRAPHY 13

14 3.1 Brand Font TYPOGRAPHY Aa TT Commons Used on all marketing materials specifically designed by in-house design team or approved external design agencies Aa Calibri For wider organisation and partner use. Used on all MS Office programs and general communications platforms 14

15 3.2 Font Weights TT Commons - Demi Bold The quick brown fox jumps over the lazy dog ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()_+{} <>? TT Commons - Demi Bold Italic The quick brown fox jumps over the lazy dog ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()_+{} <>? TYPOGRAPHY TT Commons - Light The quick brown fox jumps over the lazy dog ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()_+{} <>? TT Commons - Light Italic The quick brown fox jumps over the lazy dog ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()_+{} <>? 15

16 3.3 Font Weights Calibri Calibri - Bold - Title / Headings The quick brown fox jumps over the lazy dog ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()_+{} <>? Calibri Light - Body Text The quick brown fox jumps over the lazy dog ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()_+{} <>? TYPOGRAPHY 16

17 4. Iconography ICONOGRAPHY 17

18 4.1 Streamline Icons Streamline Light This line icon set was selected to work hand in hand with the Bell brand. The icon set features over 30,000 icons, organised in 50+ sections. These icons can be used throughout any designed material; digital, print, signage & web. Usage Instructions Always scale stroke when resizing. More icons can be created using elements & components from these icons packs ICONOGRAPHY 18

19 5. Brand Add-ons BRAND ADD-ONS 19

20 5.1 Heritage Mark BRAND ADD-ONS 20

21 6. Photography BRAND ADD-ONS 21

22 22

23 A fresh aproach Photography is an essential part of the school s outreach, it s the first impression students & their parents get of the school. The new photos are styled in a modern and fresh way, focusing on natural expression & environment, muted tones and slightly desaturated look with soft blacks and highlights that appeals to today s young audiences and also reflecting the lifestyle that matches Bell today. PHOTOGRAPHY 23

24 7. Brand Applications Examples BRAND APPLICATIONS 24

25 7.1 Business Card Our new portrait-style business cards are simple and clean, with a modern contemporary look. Catrin Diamantino Chief Executive T + 44 (0) M + 44 (0) E catrin.diamantino@bellenglish.com Contact details can incorporate your preferred communications channels and space is available to enable this. If you would like to commission Bell business cards for you or your team, please contact rachel.tonkin@bellenglish.com BRAND APPLICATIONS Head office Hillscross, Red Cross Lane Cambridge, CB2 0QU United Kingdom 25

26 7.2 Letterhead Templates are automatically available under custom templates when opening a new document in Word, or you can access them online at bellenglish.com/bell-brand-assets BRAND APPLICATIONS 26

27 7.3 Proposal or Reporting Templates are automatically available under custom templates when opening a new document in Word, or you can access them online at bellenglish.com/bell-brand-assets BRAND APPLICATIONS 27

28 7.4 signatures All members of staff are required to adopt the new signature format as displayed here. A template has been specifically created for you to implement. Take great caution when inputting your name and phone number, to maintain the correct formatting. Your html signature template and instructions for implementation are available on bellenglish.com/bell-brand-assets BRAND APPLICATIONS 28

29 7.4. Co-branded advertising With prior agreement with marketing team, we occassionally create in-country advertising that is co-branded with an ETO - highlighting our collaborative work to relevant regional audiences. All advertising of Bell courses must conform to guidance set out in this Brand Book, including colour palette, logo placement, typography as well as other digital asset usage. We will present ETO s high-res logo, relevant details and digital / social channels prominently and in addition to Bell information. BRAND ADD-ONS 29

30 Design work High-resolution logos and Office templates are now available online at bellenglish.com/bell-brand-assets. V 1.0 OCTOBER 2018 All design work commissioned for corporate collateral, media and merchandise must be led with the marketing team. If you would like to request design work, please get in touch By marketing@bellenglish.com By Phone Call +44 (0)