Contents. Section One

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3 Introduction This manual will be a guide to help you to visually identify and use all the elements correctly. This will include the rules of the corporate logo and the overall style and look associated with our company. If you have any queries you are welcome to contact us directly. 3

4 Contents Section One 08. Corporate Marque 09. Primary Marque Proportions 10. Incorrect Uses 11. Corporate Colours 12. Corporate Typefaces 13. Business Stationery 14. 1/3 Leaflets 15. Brochure Section Two 20. Company Headquarters 22. Environmental Application 4

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7 Section One This part of the manual contains the application of the Corporate Marque and all elements related to it. It also contains the Corporate Colours, Business Stationery, Leaflets and Brochure. 7

8 Corporate Marque The Corporate Marque is a very important part of the Link company. The Corporate Marque concentrates on the two arrows pointing in different directions. The arrows represent the connection between different people therefore linking them together. The marque should always be presented on a white or green background with the type and first arrow in dark green or white. 8

9 Primary Marque Proportions The arrows within the Corporate Marque should be equally spaced and the type should start the same distance away from the edge of the last arrow. The Protected Area is shown by the dotted line around the Corporate Marque, it is an area where there can be no element, image or text placed into the area. 2.5x x 0.5x 0.5x 0.5x 0.5x 0.5x 9

10 Incorrect Uses The Corporate Marque should never be stretched either way. The spaces between the arrows or type should never be altered and should always meet the specifications provided on the previous page. 10

11 Corporate Colours These colours should be the only colours associated with our company and therefore they must be the only colours used. c50m0y100k0 The main colour is the dark green and should be used for the majority of elements. c90m30y95k30 11

12 Corporate Typefaces The primary typeface for the corporate marque is: Arial Rounded MT Bold This typeface can only be used for the corporate marque. The secondary typeface is: Helvetica Neue This typeface should be used for any other elements and should be printed in either of the two corporate colours or white. Arial Rounded MT Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue Condensed Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

13 Scale 50% Fao Mr A Smith 34 Hubbard Street Sheffield South Yorkshire S9 6LZ Business Stationery On this page is a collective of all the business stationery within Link. Included is: Standard A4 letterhead, front and back of business cards and compliments slip. Re: Design and layout of a standard A4 Letterhead Dear Mr Smith Please find enclosed example of my design proposal for your new company letterhead. When presenting letterhead designs it is always advisable to include a mock letter in place as this is a fundamental part of the structure of the design. It allows you to demonstrate how elements, such as the logo/symbol address details and any company information (VAT numbers, Registered Office address & number etc.) inter-relate. Use a clear and legible typeface for your letter text. Remember that the letter text will always print in black. Typically I use 9pt for the typesize and 14pt leading. Always show a date, clear indication of the addressee and his/her address details. It is normal in business communication to indicate what the letter is relating to, i.e. Re: Design and layout of a standard A4 Letterhead. Turn off hyphenation and always be careful with line endings - design always matters, even when you re writing a standard letter. Employ visual hierarchy such as bold setting for addressee, date and with reference to details. Start the body of the letter approximately 5mm below the first 99mm. Also make sure you keep a generous left margin (no less than 25mm). The right margin can be visually judged but again be generous; your letter should not extend to within mm s of the right edge. Break your letter text into chunks with line returns at the end of sections as appropriate. This always aids readability. Finally sign off with the correct salutation: Yours sincerely if you know the addressee s name (as on this letter) or Yours faithfully if you don t know the addressee s name and have started with Dear Sir/Madam. You should always leave two line spaces from the end of the letter to the salutation, then four to the printed name, allowing a generous area for an Arty signature! Yours sincerely Alice Richardson Link, 10 Archer Road, Sheffield, South Yorkshire S1 3HN linkcontact@mail.com CEO Alice Richardson linkcontact@mail.com With Compliments Link, 10 Archer Road, Sheffield, South Yorkshire S1 3HN linkcontact@mail.com 13

14 Business Stationery The corporate marque is set its own width down from the top of the page on the left side of the letterhead. The contents of the letter should start one and a half widths of the corporate marque inside from the edge of the page and should align with the point of the light green section of the corporate marque. 99mm Fold The type used for the letter head is Helvetica Neue regular and Helvetica Neue Bold. Fao Mr A Smith 34 Hubbard Street Sheffield South Yokshire Re: Design and layout of a standard A4 Letterhead Dear Mr Smith Please find enclosed example of my design proposal for your new company letterhead. When presenting letterhead designs it is always advisable to include a mock letter in place as this is a fundamental part of the structure of the design. It allows you to demonstrate how elements, such as the logo/symbol address details and any company information (VAT numbers, Registered Office address & number etc.) inter-relate. Use a clear and legible typeface for your letter text. Remember that the letter text will always print in black. Typically I use 9pt for the typesize and 14pt leading. Always show a date, clear indication of the addressee and his/her address details. It is normal in business communication to indicate what the letter is relating to, i.e. Re: Design and layout of a standard A4 Letterhead. Turn off hyphenation and always be careful with line endings - design always matters, even when you re writing a standard letter. Employ visual hierarchy such as bold setting for addressee, date and with reference to details. Start the body of the letter approximately 5mm below the first 99mm. Also make sure you keep a generous left margin (no less than 25mm). The right margin can be visually judged but again be generous; your letter should not extend to within mm s of the right edge. Break your letter text into chunks with line returns at the end of sections as appropriate. This always aids readability. Finally sign off with the correct salutation: Yours sincerely if you know the addressee s name (as on this letter) or Yours faithfully if you don t know the addressee s name and have started with Dear Sir/Madam. You should always leave two line spaces from the end of the letter to the salutation, then four to the printed name, allowing a generous area for an Arty signature! Yours sincerely Alice Richardson Link, 10 Archer Road, Sheffield, South Yorkshire S1 3HN linkcontact@mail.com 14

15 21mm Scale 50% Business Stationery 60mm 21mm Compliments Slip The Corporate Marque is set its own with down and across from the left edge of the page. The text on the compliments slip is always aligned from point of the light green arrow. With Compliments Link, 10 Archer Road, Sheffield, South Yorkshire S1 3HN Business Card Front The Corporate Marque is set the with of one arrow in from the left side of the page. 15mm 15mm 15mm 15mm 40mm Business Card Back The Corporate Marque is set in the same place as it does on the front of the business card with the type aligned with the start of the Link text on the front of the card. CEO Alice Richardson

16 Scale 50% 1/3 Leaflets The 1/3 leaflets will be used for information on Link pay monthly tariffs. The 1/3 leaflets can also be used for the advertising of new deals. Link pay monthly tariffs Link pay monthly tariffs Link pay monthly tariffs When the background of the leaflet is either dark green or light green the colours of the corporate marque should be inverted. Feel the power of link. Feel the power of link. Feel the power of link. 16

17 Scale 50% Brochure The Link brochure will be used for information of Phone services and Insurance. Link Phone Services & Insurance The brochure should be set out the same way as the 1/3 leaflets. The same rules will apply for the colour scheme of the lesflets and the brochure. The title of the brochure should line up with the point of the second arrow. Feel the power of link. 17

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20 Section Two This section contains the company headquarters and the environmental application of the corporate marque and how it should be applied in different environments. 20

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22 Company Headquarters Front sign for Link Headquarters. 22

23 Company Headquarters Link Company Headquarters building. 23

24 Environmental applications Business cards, front and back. 24

25 Environmental applications Link letterhead. 25

26 Environmental applications Link employee lanyards. 26

27 Environmental applications Mobile phone app/website. 27

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