Collateral examples

Where can
we take you
Recruitment
Brand Guide
VERSION 1: DECEMBER 2010

2
Introduction to the new brand style
The new brand style for the RBS Group is the product of an
extensive research and development programme to ensure
we have the right message, to the current marketplace, to get
quality candidates applying and the best people in the right roles.
We have repositioned RBS and moved away from the old ‘Make it
happen’ ethos; this is a new and exciting time for the business and
we need to find a way of aligning RBS’ recruitment needs with those
of our candidates – we’re calling this “Where can we take you”.
What do we need to do
• Challenge current perceptions of RBS (and the financial sector)
– indicate the change that has taken place over the past year.
• Close the gap on competition – position RBS as the destination
employer of choice.
• Attract the top talent to broad range of roles, across all
business areas.
What do our candidates need
• Rational benefits: salary and package, stability.
This research informed our communications proposition:
“Fresh thinking from the RBS people”
• A mantra for the internal audience.
• Employee engagement and empowerment.
• Guides attraction strategy.
• Sits behind a compelling candidate proposition.
Our mantra has been turned into an enticing proposition for
candidates to act upon:
• By nature personalised.
“Where can we take you”
• Positions RBS as a place of opportunity, where your career
aspirations are nurtured.
• Immediately supported by personalised External Careers
Web Portal (www.jobs.rbs.com).
• Emotional benefits: opportunities to develop and progress
their career.
• A stable employer that ‘treats people well’.

3
Visual demonstration of the new collateral
Our new collateral has been designed to accommodate a number of formats for media and internal communications placement.
Here is a brief overview of the suite of materials at our disposal.
Analysts wanted who are
not afraid to get their
hands dirty.
Private bankers wanted who
work well under pressure.
Even 3 G’s worth.
Business Analyst
£ Competitive, London
Meg is a Business Analyst. It’s her job to challenge the way things are done
here at RBS. She’s doing it in her spare time too, as she’s recently started
military fitness training. If you’d like to work for a company that’s as much about
life outside work as it is in, and want to find out where we can take you, visit
jobs.rbs.com
Press Ad – group branded
Senior Client Partner
£xx,xxx - £xx,xxx, London
Alan is a Senior Client Partner at Coutts (part of the RBS Group). He loves
that his job still gives him butterflies after all this time. It’s exactly the same
feeling he gets at 4,000 feet too. At Coutts, we think there’s much more to life
than just Coutts. To find out where we can take you, visit:
jobs.rbs.com
Traditional Press Ad – dual branded

4
Visual demonstration of the new collateral
Senior Bank Manager who raises
spirits at work. And money outside it.
Senior Bank Manager
£xx,xxx - £xx,xxx, Edinburgh
Click here to find out where we can
take you.
MPU frames – dual branded
Customer Service Officer
with a diverse set of skills.
Including the Moonwalk.
Customer Service Officer with a diverse
set of skills. Including the Moonwalk.
Customer Service Officer
€15,250 - €20,000 package + benefits
Natasha is a Customer Services
Officer at Ulster Bank (part of the
RBS Group). What she doesn’t
know about helping out and
assisting our customers isn’t worth
knowing, and she performs her
street and hip-hop dance classes
with exactly the same energy.
Which is just the way we think it
should be at Ulster Bank.
To find out where we can take you,
please visit:
jobs.rbs.com
Customer Service Officer
£15,250 - £20,000 package + benefits
Click here to see where
we can take you
Banner – dual branded
Press ad – solus branded

5
Visual demonstration of the new collateral
Wherever possible, a full
bleed image should be
used in all collateral.
Finance Manager.
Ever prepared for what lies ahead.
The A23 included.
Banner
– group branded
Finance Manager
£xx,xxx - £xx,xxx, London
Click here to see where
we can take you
Financial Reporting Manager.
Resolves any problem,
no matter how big or sandy.
The RBS logo may be
reproduced in blue or
white dependent on the
image it is used alongside.
Financial
Business
Manager with
drive to keep
going.
And going.
And going.
And going.
Financial
Business
Manager
£xx,xxx -
£xx,xxx,
London
Click here
to see where
we can
take you.
Financial Reporting Manager
£xx,xxx - £xx.xxx, Edinburgh
Kirsty is a Financial Reporting Manager. She looks after around 130 subsidiary
accounts, working to tight deadlines and high standards. Part of her job is to
identify areas that could be improved, and improve them. A bit like she’s doing
with her golf swing. At RBS, we believe time spent on yourself, is time well invested.
To find out where we can take you visit
jobs.rbs.com
Skyscraper
– group branded
Press ad – group branded

6
Logo information
We have the ability to use specific logos for the individual business
areas, these are now dominant and are displayed in a corporate
panel at the bottom of each piece of collateral. The colour of
each panel will be in the corporate colour of the business area
maximising candidate recognition of the individual business brand.
The Group brand mark or Global Markets/RBS logo
To create impact all logos are required to have a mandatory
exclusion zone around them, this is calculated as half of the total
depth of the logo – as represented by X below.
Dual branding will still be present, however the RBS parentage
will only be hinted at with the discrete deployment of the RBS
endorsement mark (unless the material is solely for a RBS business).
X
X
X
X
X
X
X
X
X
X
X
X

7
Colour palettes – Online
In order to meet DDA requirements a limited range of DDA compliant colours are available to use for coloured type.
The colour reproduction in this document is not accurate. Do not use this document for colour matching.
For further guidance on DDA compliance online, please refer to Group Internal Communications.
Colour specifications:
01. RBS dark blue
The RBS dark blue or black should be used as standard for all
body text.
02. Employee communications DDA colours
The DDA colours can be used for coloured type and as a solid
colour on which text can be reversed out in white. Do not edit or
introduce any new colours to the DDA compliant palette.
RBS Dark Blue
HEX #002469
RBS Cornflower DDA
HEX #3C5776
RBS Mandarin DDA
HEX #B84C00
RBS Tan DDA
HEX #744F41
RBS Apple DDA
HEX #4A9529
Black
HEX #FFFFFF
RBS Lilac DDA
HEX #712B69
RBS Lime Green DDA
HEX #6B9A07
RBS Petrol DDA
HEX #405C72
RBS Aqua DDA
HEX #416565

8
Colour palettes – Online
Use the online pastel colours shown here as background colours with all type in either RBS dark blue, or the online dark colour palette
shown on the previous page. These are pastel versions of the Pantone print colour palette, created only for use online.
The colour reproduction in this document is not accurate. Do not use this document for colour matching.
RBS pastel teal
HEX #C9EBE3
RBS pastel grape
HEX #E0D5DB
RBS pastel orange
HEX #FDD5B7
RBS pastel olive
HEX #E0E1CC
RBS pastel light blue
HEX #D0EDF5
RBS pastel tan
HEX #E0D1CC
RBS pastel citrus
HEX #EEE8AB
RBS pastel jade
HEX #BFE9D6
RBS pastel cornflower
HEX #CAD8E7
RBS pastel salmon
HEX #EAD3D7
RBS pastel mustard
HEX #F4E6B2
RBS pastel mint
HEX #C4E6C5
RBS lavendar
HEX #D3D1DF
RBS pastel candy
HEX #FFC0C5
RBS pastel bright green
HEX #EEF4B2
RBS pastel gunmetal
HEX #D2DBE4
RBS pastel violet
HEX #D0CEEF
RBS pastel warm red
HEX #F8D2CC
RBS pastel apple
HEX #D3F1C6
RBS pastel petrol
HEX #CBD6DF
RBS pastel lilac
HEX #E5D1E9
RBS pastel mandarin
HEX #F9D9B2
RBS pastel lime green
HEX #E3F5BF
RBS pastel aqua
HEX #D0E1E4

9
Colour palettes – Offline
Fresh, modern and energetic or more serious, business-like and sophisticated, the colour palette allows you to express the attitude you need to.
Use Arial MT (Monotype) for all text (as set out in our RBS Group guidelines), but try injecting some colour to add pace and personality to what we say.
RBS teal
C M Y K
31 0 20 0
R G B
135 214 189
RBS lilac
C M Y K
14 34 0 0
R G B
209 163 204
RBS citrus
C M Y K
0 0 58 6
R G B
224 219 110
RBS olive
C M Y K
7 0 31 13
R G B
194 196 148
• RBS Dark Blue
Pantone® PMS 281
RBS light blue
C M Y K
30 0 8 0
R G B
159 212 215
RBS salmon
C M Y K
14 36 21 10
R G B
204 143 148
RBS mustard
C M Y K
0 12 100 7
R G B
212 176 18
RBS aqua
C M Y K
29 0 10 14
R G B
168 184 194
C M Y K
100 72 0 38
R G B
0 36 105
RBS cornflower
C M Y K
42 15 0 6
R G B
158 176 201
RBS warm red
C M Y K
0 60 60 0
R G B
255 63 66
RBS bright green
C M Y K
20 0 91 0
R G B
196 219 13
RBS gunmetal
C M Y K
13 3 0 17
R G B
171 184 194
RBS lavendar
C M Y K
14 10 0 6
R G B
199 191 201
RBS orange
C M Y K
0 36 71 0
R G B
247 150 66
RBS lime green
C M Y K
24 0 57 0
R G B
192 237 96
RBS petrol
C M Y K
30 4 0 31
R G B
133 153 168

10
Photographic styles
The new styles can be seen in the examples of collateral
presented in this guide. The images are highly stylised and are
built around the creative execution: Where can we take you
We have used real employees to position RBS as an employer
who thinks differently: we are interested in the person not just
their job function.
The photographic style positions RBS as an employer in a real
and authentic way. Our staff are real people and we value diversity
and personality across all areas of the organisation.
Where possible the whole bleed image should be used to
maximise the impact of the imagery. In some instances this
may not be practical e.g. Where the image is too dark/light to
have text over it, in this instance the text should be set over a
white background with the image occupying the top part of the
advert – please see the traditional advert example.

11
Copy/Tone of voice
Headlines
These work on a simple construct; talking about the candidate’s
personal attributes in the context of RBS and the skills they bring
from their personal life (please see examples).
e.g. Relationship Manager with a strong set of banking skills.
And vocal chords.
Secondary headings
Job title, salary and location – it's as simple as that.
Tone of voice
What we're saying is every bit as important as how we say it.
We should use language that reflects the attitude and values of our
organisation and speak directly to our candidates about the things
that are important to them as individual. Copy should be short and
concentrate on the individuals needs and where we can take them
- rather than go into a lot of detail about the roles themselves – this
detail can be found on the website www.jobs.rbs.com (where the
call to action in recruitment collateral drives the candidate).
For any group of people to be effective, its individual members
need to feel that their achievements are recognised and rewarded,
and that their voices are heard. So we look for any way we can to
acknowledge the importance of individuals within the wider context
of our organisation.

12
Fonts/Typography
Fonts/Typography
The Monotype Arial font family is used in all recruitment
marketing materials, making our communications clear
and comfortable to read.
Headlines/Secondary headings
Headlines are Arial MT Regular, or bold if the design merits it.
All headings are upper and lower case.
Body copy
Body copy is Arial MT Regular.
Body copy is ranged left for ease of reading.
Body copy is never bold.
URLs
URLs are Arial MT Bold. Lowercase is used and is around 20%
bigger than the body copy.
Examples of fonts used:
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 @$%&(.,;:#!)
Monotype Arial Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 @$%&(.,;:#!)
Monotype Arial Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 @$%&(.,;:#!)
Monotype Arial Bold

13
Collateral examples
Online
Banners and other online collateral examples are included in this
guide and the style should be followed as closely as possible:
images are ranged left/top and text is on a panel made up of the
business area’s corporate colour with no separation from their logo.
Finance Manager.
Ever prepared for what lies ahead.
The A23 included.
Financial
Business
Manager with
drive to keep
going.
And going.
And going.
And going.
Financial
Business
Manager
£xx,xxx -
£xx,xxx,
London
Click here
to see where
we can
take you.
Finance Manager
£xx,xxx - £xx,xxx, London
Click here to see where
we can take you
Private bankers wanted who work well
under pressure. Even 3 G’s worth.
Senior Client Partner
£xx,xxx - £xx,xxx, Location
Customer
Service
Officer with
a diverse
set of skills.
Including the
Moonwalk.
Customer
Service
Officer
€15,250 -
€20,000
package +
benefits
Click here
to see where
we can
take you.
Click here to see where
we can take you

14
Collateral examples
Financial Reporting Manager.
Resolves any problem, no matter
how big or sandy.
Where the format of the imagery allows,
use a full bleed image, covering the
majority of the space available.
Financial Reporting Manager
£XX,XXX - £XX,XXX
Edinburgh
Click here to see where
we can take you
Lean Change
Agent, enjoys
working with
customers,
oils and
acrylics.
Lean Change
Agent
£xx,xxx -
£xx,xxx,
Edinburgh
Click here
to see where
we can
take you.
Relationship Managers who dream of going places
Like the Baja Peninsula
Relationship Manager – £xx,xxx - £xx,xxx, Edinburgh
Click here to see where we can take you

15
Collateral examples
Text only
This is an example of a text only advertisement. It omits the use of an image to keep the size and cost of the advert
to a minimum. It should not be used in place of the normal advert style containing an image but may be used when
a statutory or legal requirement to advertise exists.
Team playing
Telephony Service Officers.
Preferably goal orientated.
Telephony Service Officer
£xx,xxx - £xx.xxx, Location
Scott is a Telephony Service Officer and has been at NatWest (part of the RBS Group)
for four years. He likes a challenge and the fact that we get the best out of him,
whether that’s while he’s at his desk or running around a football pitch. At NatWest
it’s what makes you, that makes us. To find out where we can take you, visit:
jobs.rbs.com

16
Collateral examples
Solus branded
On this and the following
page are examples of
solus branded
advertisements – the only
logo that appears is the
RBS Group logo.
Analysts wanted who are
not afraid to get their
hands dirty.
Business Analyst
£ Competitive, London
Meg is a Business Analyst. It’s her job to challenge the way things are done
here at RBS. She’s doing it in her spare time too, as she’s recently started
military fitness training. If you’d like to work for a company that’s as much about
life outside work as it is in, and want to find out where we can take you, visit
jobs.rbs.com

17
Collateral examples
Solus branded continued
Lean Change Agent,
enjoys working with
customers, oils and acrylics.
Lean Change Agent
£xx,xxx - £xx.xxx, Edinburgh
Pretti is a Lean Change Agent. She's gaining a real insight into how RBS works
and is relishing and loves the nature of how things change and develop. Just like
the flowers on the vases she paints in her spare time. Which is just the way we
think it should be. To find out where we can take you, please visit:
jobs.rbs.com

18
Collateral examples
Dual branded
On this and the following pages are examples of
dual branded advertisements where there is a subtle
reference to the RBS Group brand but the individual
business brand is the dominant feature.
Customer Service Officer
with a diverse set of skills.
Including the Moonwalk.
Customer Service Officer
€15,250 - €20,000 package + benefits
Natasha is a Customer Services
Officer at Ulster Bank (part of the
RBS Group). What she doesn’t
know about helping out and
assisting our customers isn’t worth
knowing, and she performs her
street and hip-hop dance classes
with exactly the same energy.
Which is just the way we think it
should be at Ulster Bank.
To find out where we can take you,
please visit:
jobs.rbs.com

19
Collateral examples
Dual branded continued
As an alternative to the full bleed image examples,
this style has been developed to accommodate
instances where the collateral has to include larger
amounts of copy. It has the flexibility to scale up and
include a bigger text area.
For further guidance on using this version, please
contact the EBM team.
Wanted: Financial
Planning Managers
who you can count on.
And count in.
Financial Planning Manager
$xx,xxx - $xx,xxx, Albany
Tony is a Financial Planning Manager for Citizens Bank (part of the RBS Group).
When he first meets a client, he’s the nice quiet man who listens to their aspirations.
But you get a totally different Tony when he picks up the drumsticks. At RBS, we
want to know what makes you, you. To find out where we can take you, visit:
jobs.rbs.com

20
Collateral examples
Dual branded continued
Team playing
Telephony Service Officers.
Preferably goal orientated.
Telephony Service Officer
£xx,xxx - £xx.xxx, Location
Scott is a Telephony Service Officer and has been at NatWest (part of the
RBS Group) for four years. He likes a challenge and the fact that we get the best
out of him, whether that’s while he’s at his desk or running around a football pitch.
At NatWest it’s what makes you, that makes us. To find out where we can take
you, visit:
jobs.rbs.com

21
Collateral examples
A range of material has been designed for use and can be tailored to individual requirements.
Internal
Teaser
Telephony
Service Officer
£xx,xxx - £xx,xxx
Location
Please see our
main ad in the
classified section
or visit jobs.rbs.com
Teaser Press Ad
Employee Referral Programme
Recommend someone you know.
If we hire them, you will be rewarded with £350.
jobs.rbs.com
ERP Poster

22
Collateral examples
A5 flyer
Single drop stand
Scott, Southampton.
Customer Sales and Service.
Great team player.
Employee Referral
Programme
Find out where
we can take you.
jobs.rbs.com
Recommend someone you know.
If we hire them, you will be rewarded with £350.
Where can we take you
jobs.rbs.com

23
Wire Frames
www.jobs.rbs.com is the site that all candidate traffic is driven to. Should there be a business requirement to build new careers sites, there
are a number of standard elements combined with an area that can be customised according to need. Examples are shown below.
Please contact Lyndsay Hollick, Employer Brand Marketing Consultant, for further details and advice.

24
Contact details
Declan Slattery
Group Resourcing, Group Human Resources
Creative Advertising & Media Manager
Employer Brand Marketing
The Royal Bank of Scotland Group
1st Floor, 15 Bishopsgate, London EC2N 3NW.
Tel: + 44 (0) 207 877 9061
Mobile: + 44 (0) 7775 817912
Email: declan.slattery@rbs.co.uk