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

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.

Facebook

Twitter

LinkedIn

YouTube

Next step

Brand guidelines

Congratulations!