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Brand guidelines
Donna Townsend
Created on December 7, 2023
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Transcript
Brand guidelines
Discover everything you need to know about brand guidelines for CILT.
Start
A few fun facts
"Branding consistency can increase revenue by 20%"
(Kraus & Rico, 023b)
Users expect to have the same branding across all platforms/channels
90%
85%
of companies have brand guidelines
(Kraus & Rico, 2023)
Table of contents
Logo and design
Page 13
Imagery
Page 10
Company information
Page 6
Fonts
Page 19
Tone and grammar
Page 16
Objective
The key outcome:
To be able to state how to ensure brand consistency throughout job role
Navigation
How to navigate this module
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Go back to the home page
Links to a website
Go forward a page
Go back a page
Button
Click buttons to navigate to a new page or to a weblink
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
01
Our vision
A transport, logistics, operations and supply chain profession recognised and celebrated for its quality, expertise and value.
Our mission
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.
Our values
Our purpose
Unit 2
Imagery
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
Free icon websites
Flaticon
Freeicons.io
icon8
Transport icons
Used in social media
Photos do and dont's
- 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
Unit 3
Logo and design
Logo usage
Placement is in left or right corners
Variation
250 to 400 pixels logo size
Space around logo
Colour palette
#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.
#5e3c71
#ffb700
Unit 4
Tone and grammar
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.
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
Grammar
Punctuation
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.
Learn Grammar Rules
(McLeod, 2023)
Unit 5
Fonts
Font styles and text sizes
The main font used throught the website, marketing materials and social media is Open Sans and varies in size depending on the screen size.
Computer screen size
Open Sans bold - Titles size 22
Open Sans - Page text 16px
Mobile screen size
Open Sans bold - Titles size 16
Open Sans - Page text 12px
Tablet screen size
Open Sans bold - Titles size 19
Open Sans - Page text 15px
Key Takeaways
Key takeaway
About us
Our vision
Our mission
- 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
Key takeaway
Icons
Logo usage
Dos of photos
- 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
- Peoples faces are in focus
- Use hands and faces
- Clear images of vehicles
- Use realistic images
Donts of photos
- Out of focus images
- Blurry images
- Over editted images
- Warped images
Key takeaway
Grammar
Colour palette
Tone
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
#3b165c
#5e3c71
#ffb700
Font styles and text sizes
Font style is Open Sans bold
Next steps
Next step
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
- Look at the CILT website and look at the language used
- Discover more about what CILT does
Congratulations!
Brand guidelines