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Brand guidelines
Donna Townsend
Created on December 7, 2023
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Discover everything you need to know about brand guidelines for CILT.
Brand guidelines
90%
Users expect to have the same branding across all platforms/channels
(Kraus & Rico, 023b)
A few fun facts
"Branding consistency can increase revenue by 20%"
(Kraus & Rico, 2023)
of companies have brand guidelines
85%
Page 19
Fonts
Page 13
Logo and design
Page 10
Imagery
Page 6
Company information
Page 16
Tone and grammar
Table of contents
The key outcome:
To be able to state how to ensure brand consistency throughout job role
Objective
Links to a website
Click buttons to navigate to a new page or to a weblink
Go forward a page
Go back a page
Button
Go back to the home page
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How to navigate this module
Navigation
Unit 1
Company information
About us
The Chartered Institute of Logistics and Transport (CILT) serves as the accredited organisation for professionals engaged in the logistics of goods and people, including their interconnected supply chains.Our organisation unites five distinct communities:
- Logistics & Freight Movement
- People Mobility, Transport Planning
- Operations and Supply Chain Management
- Sustainability & the Global Community
Our vision
01
A transport, logistics, operations and supply chain profession recognised and celebrated for its quality, expertise and value.
Our mission
Our purpose
Our values
Our mission:
- Advocating for the importance of professionalism, innovation, continuous learning.
- Offering top-tier educational resources and networking opportunities
- Promoting and backing the career growth and professional advancement of all our members.
Unit 2
Imagery
Free icon websites
Transport icons
Freeicons.io
icon8
Flaticon
Used in social media
Icons
When it comes to using icons the ones used for CILT are all same style:
- Black outline
- Simple style
- No other colour
- White outline on dark backgrounds
- Out of focus images
- Blurry images
- Over editted images
- Warped images
Photos do and dont's
- Peoples faces are in focus
- Use hands and faces
- Clear images of vehicles
- Use realistic images
Unit 3
Logo and design
Placement is in left or right corners
Variation
250 to 400 pixels logo size
Logo usage
Space around logo
#ffb700
#5e3c71
Colour palette
The color scheme of dark purple, yellow, and light purple serves as the consistent palette across all social media channels and marketing materials representing CILT. Primarily, the dark purple hue takes precedence, complemented by accents of yellow and light purple strategically employed to emphasise and highlight essential features and key elements across various communication mediums.
#3b165c
Unit 4
Tone and grammar
- We're transparent about what we're doing
- We communicate using the language familiar to our audience
- Collaboration is very important to us
- Being creative and inventive
CILT Tone of Voice?
Tone
" At the Transport & Logistics Safety Forum Conference last week we had the pleasure of welcoming CILT patron, Her Royal Highness, The Princess Royal to the event."
What Is Tone of Voice?
Tone of voice is the way a person speaks to someone and can affect how the listener perceives and responds to the speaker.
Spelling We use UK spelling for everything as we are based in the UK Captalisation When we’re talking about people or companies, we always capitalise their names, including our own name - CILT. Job titles If there’s a role and a department in a title, we always put the role first and then the department, separated by a comma. All parts of the job title are captalised. Abbreviations CILT name is always abbreviated. Company names use full name.
(McLeod, 2023)
Learn Grammar Rules
Grammar
Punctuation
Unit 5
Fonts
The main font used throught the website, marketing materials and social media is Open Sans and varies in size depending on the screen size.
Open Sans - Page text 12px
Open Sans bold - Titles size 16
Mobile screen size
Open Sans - Page text 15px
Open Sans bold - Titles size 19
Tablet screen size
Open Sans - Page text 16px
Open Sans bold - Titles size 22
Computer screen size
Font styles and text sizes
Key Takeaways
Key takeaway
Our mission
Our vision
About us
- Advocating for the importance of professionalism
- Offering top-tier educational resources, networking opportunities
- Promoting and backing the career growth members
A transport, logistics, operations and supply chain profession recognised and celebrated for its quality, expertise and value.
- We are an accredited organisation for professionals engaged in the logistics of goods and people
- Our organisation unites five distinct communities
- Over 33,000 members.
Donts of photos
- Out of focus images
- Blurry images
- Over editted images
- Warped images
- Peoples faces are in focus
- Use hands and faces
- Clear images of vehicles
- Use realistic images
Key takeaway
Dos of photos
Logo usage
Icons
- Space around logo
- 250 to 400 pixels logo size
- Variation
- Placement is in left or right corners
- When it comes to using icons the ones used for CILT are all same style
- Simple style
- No other colour
- White outline on dark backgrounds
#ffb700
#5e3c71
#3b165c
Colour palette
Key takeaway
Font styles and text sizes
Tone
Grammar
Font style is Open Sans bold
- We're transparent
- Language familiar to our audience
- Collaboration is very important to us
- Being creative and inventive
Spelling - We use UK spelling for everything as we are based in the UK Captalisation - When we’re talking about people or companies, we always capitalise their names, including our own name - CILT.Job titles- If there’s a role and a department in a title, we always put the role first and then the department, separated by a comma. All parts of the job title are captalised. Abbreviations - CILT name is always abbreviated. Company names use full name.
Next steps
- Look at the CILT website and look at the language used
- Discover more about what CILT does
The next steps in learning about brand guidelines is to:
- Look at social media accounts to understand the tone and design of the assets.
YouTube
Next step
Brand guidelines
Congratulations!