Brand guidelines

Brand guidelines

Discover everything you need to know about brand guidelines for CILT.

Start

85%

of companies have brand guidelines

(Kraus & Rico, 2023)

"Branding consistency can increase revenue by 20%"

A few fun facts

(Kraus & Rico, 023b)

Users expect to have the same branding across all platforms/channels

90%

Table of contents

Tone and grammar

Page 16

Company information

Page 6

Imagery

Page 10

Logo and design

Page 13

Fonts

Page 19

Objective

To be able to state how to ensure brand consistency throughout job role

The key outcome:

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Links to a website

Company information

Unit 1

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

We have over 33,000 members in various countries worldwide.

About us

A transport, logistics, operations and supply chain profession recognised and celebrated for its quality, expertise and value.

01

Our vision

• 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.

Our mission:

Our values

Our purpose

Our mission

Imagery

Unit 2

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

Icons

Used in social media

Flaticon

icon8

Freeicons.io

Transport icons

Free icon websites

• Peoples faces are in focus
• Use hands and faces
• Clear images of vehicles
• Use realistic images

Photos do and dont's

• Out of focus images
• Blurry images
• Over editted images
• Warped images

Logo and design

Unit 3

Space around logo

Logo usage

250 to 400 pixels logo size

Variation

Placement is in left or right corners

#3b165c

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.

Colour palette

#5e3c71

#ffb700

Tone and grammar

Unit 4

Tone of voice is the way a person speaks to someone and can affect how the listener perceives and responds to the speaker.

What Is Tone of Voice?

" 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."

Tone

CILT Tone of Voice?

• 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

Punctuation

Grammar

Learn Grammar Rules

(McLeod, 2023)

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 titlesIf 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. AbbreviationsCILT name is always abbreviated. Company names use full name.

Fonts

Unit 5

Font styles and text sizes

Computer screen size

Open Sans bold - Titles size 22

Open Sans - Page text 16px

Tablet screen size

Open Sans bold - Titles size 19

Open Sans - Page text 15px

Mobile screen size

Open Sans bold - Titles size 16

Open Sans - Page text 12px

The main font used throught the website, marketing materials and social media is Open Sans and varies in size depending on the screen size.

Key Takeaways

• 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.

A transport, logistics, operations and supply chain profession recognised and celebrated for its quality, expertise and value.

• Advocating for the importance of professionalism
• Offering top-tier educational resources, networking opportunities
• Promoting and backing the career growth members

About us

Our vision

Our mission

Key takeaway

• 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

• Space around logo
• 250 to 400 pixels logo size
• Variation
• Placement is in left or right corners

Icons

Logo usage

Dos of photos

Key takeaway

• Peoples faces are in focus
• Use hands and faces
• Clear images of vehicles
• Use realistic images

• Out of focus images
• Blurry images
• Over editted images
• Warped images

Donts of photos

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.

• We're transparent
• Language familiar to our audience
• Collaboration is very important to us
• Being creative and inventive

Font style is Open Sans bold

Grammar

Tone

Font styles and text sizes

Key takeaway

Colour palette

#3b165c

#5e3c71

#ffb700

Next steps

Next step

YouTube

LinkedIn

Twitter

Facebook

The next steps in learning about brand guidelines is to:

• Look at social media accounts to understand the tone and design of the assets.

• Look at the CILT website and look at the language used
• Discover more about what CILT does

Congratulations!

Brand guidelines