o_1965j22fimh6uhp2n21rrs1b3ta.pdf

MOVING FORWARD 

Welcome to our little book of all things 

Redfern. It’s a simple guide to feeling, 

using, and just generally living the Redfern 

brand. Why make a little book just about us? 

It’s pretty simple really. We believe that a 

brand is so much more than just a logo or 

some clever writing. It’s an assurance 

of quality; what Redfern truly stands for. 

It’s our promise. 

So before we put pen to paper, we spent 

some time listening to our people, our 

clients (and future clients), to find out what 

that promise needed to look like. What does 

Redfern stand for? What makes up our DNA? 

Our guide is here to answer just that. It’s 

to help you truly understand who we are, 

and what we are about. What’s behind our 

brand, our people, and our product; what we 

do, how we do it, and why we do it. 

Have a look through our guide which 

captures the essence of Redfern. 

1 

Little Book of Redfern

STRAIGHT 

FORWARD 

BUSINESS 

TRAVEL

With a strong heritage, we have been travel 

industry experts for almost 80 years. Since 

the ‘olden days’ of our first shop in Leeds, 

things have rather moved on. 

Today, technology plays a big part in 

what we do, but it’s not the be all and 

end all. Our aim is clear: to connect people 

with a combination of straightforward 

business travel technologies and friendly 

experts. That way our customers can book 

simply; travel soundly, and save money. 

You see: we picture a world of relaxed 

business travellers, safe in our hands, happy 

on their journey. It really is as simple as that. 

3 


OUR 

HEART 

Our Vision 

business travellers, safe 

their journey 

We picture a world of relaxed 

in our hands, happy on 

Our Values 

Straightforward 

Innovative 

Authentic 

Commercial 

Personable 

Internal Drivers 

Our Belief 

That business travel 

planning should 

never be painful 

How We Talk 

Directly. With 

conviction and 

passion 

straightforward 

travel managers 

How We Look 

Like innovative, 

Brand Personality 

Authentically, honestly 

and with integrity 

CORE 

A tactile approach to 

smarter business travel 

How We Behave 

Strapline 

External Drivers 

Straightforward 

business travel 

Proof 

management company 

80 years of happy 

business travel 

The UK’s smartest 

business 

technology in the 

travellers and the best 

Position

GET YOUR HEAD 

AROUND OUR WHEEL 

So this is it – the absolute essence of our 

brand. What drives us as a business, what 

we believe in, how we look and behave, and 

how that underpins our commitment to 

providing straightforward business travel. 

Our brand wheel explains what the Redfern 

brand is all about. We live and breathe it. 

Read it. Understand it. Be it! Over the 

next few pages we’re going to show you how 

and why our brand is what it is. 

5 


STRAIGHT 

TO THE 

CORE

A TACTILE APPROACH TO 

TOUCH-FREE BUSINESS TRAVEL 

This is at the heart of our brand and it’s 

what drives our straightforward approach. 

Yes, we use technology to manage our 

customers’ travel, but we also support that 

with a whole lot of customer love. That’s 

what makes us different. 

7 


VISION 

VALUES 

BELIEF

INTERNAL DRIVERS 

Our vision 

We picture a world of relaxed business 

travellers, safe in our hands, happy on 

their journey. 

Our values 

Our values are more than words. They 

shape our culture, our behaviour, and how 

we do business. 

Straightforward – Booking travel should 

never be painful or complicated. We will give 

our customers the tools, and the people, to 

help them on their way. 

Innovative – We challenge expectation 

and build new and exciting travel tools 

and wizardry. 

Authentic – We are helpful experts; we won’t 

blind anyone with science. Our honest, 

and uncomplicated approach provides a 

dependable solution. 

Personable – Surely there’s no other way to 

do business? We’re warm, we’re friendly, we’re 

happy, we’re humans! We love what we do 

and we believe that whilst our technology is 

important, our customer will always remain 

at the heart of everything we do. 

Commercial – We take the initiative, always 

looking for opportunities to help our 

customers buy smarter and save money. 

Our belief 

We stand by a simple belief that business 

travel management doesn’t need to be 

painful. ‘Leaves on the line’ may be out of 

our control, but it’s how we deal with these 

challenges and our approach to customer 

service that brings our belief to life. 

9 


POSITION 

PROOF 

STRAPLINE

EXTERNAL DRIVERS 

Position 

We are ‘The UK’s smartest travel 

management company’. We work tirelessly 

to provide a product and service that’s a 

cut above the rest. Through our constant 

innovation and drive, we stay ahead of our 

competitors. 

Proof 

With almost 80 years experience under our 

belt, it’s safe to say we know a thing or two 

about travel management. Redfern has 

gone from strength to strength, winning 

great contracts and much sought after 

accolades and awards, making us the envy 

of many of our competitors. 

Strapline 

‘Straightforward business travel’ is the 

backbone of what we do. No smoke and 

mirrors, no faffing, no clutter. You can rely 

on the folk at Redfern. 

11 


HOW 

WE 

BEHAVE

BRAND PERSONALITY 

How we behave 

Authentically, honestly and with integrity 

Honesty and integrity will ALWAYS be at 

the heart of the way we do business. 

We share our knowledge, energy and 

enthusiasm to provide a dependable and 

uncomplicated solution. 

How we talk 

Directly, with conviction and passion 

We’re not robots. OUR robots sit behind the 

scenes automatically processing bookings, 

so our customers have our undivided 

attention at all times. 

We talk directly and passionately, using 

natural words and simple sentences. We 

are people-orientated and personality runs 

through our veins. We speak clearly, directly 

and always politely. 

How we look 

Smart, innovating – like leaders 

We’re smart and we’re confident (but never 

arrogant). Merely confident in what we’ve 

achieved and what we will continue to 

achieve – thanks to our passion and ability. 

13 


WRITE 

AND 

WRONG 

Simply readable 

How we write must reflect everything you 

have read so far about the personality of our 

brand. Our ‘tone of voice’ and the words we 

use go together to make people feel special 

and valued as individuals. 

Remember – no jargon; let’s keep it 

simple, punchy and direct. Why use a 

hundred words when ten will do just as well? 

Above all, remember that we stand for being 

straightforward and friendly. This is the way 

to engage with people; clearly and openly 

and with respect.

Conversation over automation 

Remember that our brand isn’t just about 

a technology product and that the people 

we deal with are not robots. Avoid overly 

corporate or cheesy language and/or phrases. 

Instead of saying: 

‘Alternative’, we say ‘different’ 

‘Assistance’, we say ‘help’ 

‘Notify’, we say ‘tell’ 

‘Select’, we say ‘choose’ 

‘Succinct’, we say ‘straightforward’ 

Speak actively, not passively 

Instead of saying… 

‘If that doesn’t work, call or email us’, try 

‘tell me what the problem is and I’ll see 

what I can do to help you.’ 

‘The functionality of this service offers 

improved usability’, write ‘we’ve made it 

easy to use’. 

This may sound like such a small thing, 

but consider how much more positive and 

direct it is. Forget business-to-business. 

Think human-to-human! 

Punchy and direct please 

After you’ve written something, try reading 

it out loud. Is it a mouthful? Are there too 

many commas and not enough full stops? 

Did you have to breathe halfway through 

your ridiculously long sentence that used 

entirely more words than were needed?! 

Go through it with a red pen. Always keep 

it simple and to the point. Your audience 

will thank you. 

15 


This is our master 

logo. It is made up 

of three colours 

and this is how we 

use it on a white 

background.

OUR LOGO 

You’ve seen it on the cover and now here 

it is in person, the new Redfern logo. Use 

it, but please don’t abuse it. We’ve tried to 

make it as easy as possible to work with – 

in fact it is very versatile. 

There are many ways in which you can 

use it, but there are a few things you also 

need to consider too. 

If you are using it on a different coloured background then use one of 

the variants above. 

We are all happier when we have 

room to breathe and our logo is 

no exception, so we like to give a 

bit of clear space around it. This 

is equal to the height of the R on 

all four sides. 

If you need to use it small then 

use a single, solid colour version 

and make sure it is no less than 

10mm in width. 

17 


OUR FONTS 

To help make us stand out we use a font 

that is distinctly us. We can use this for 

print and on the internet. It helps us stand 

out in a crowded market and is as much 

a part of our brand as our logo. Its name? 

Interface. We use it in three different 

weights – Light, Regular and Bold and if you 

want to add emphasis, there are italics too. 

Interface Light 

Interface Regular 

Interface Bold

THE POWER OF THREE 

Pink 

R.205 G.87 B.153 

#CD5799 

C.17 M.80 Y.5 K.0 

Pantone ® 674 

These are the three primary colours that 

make up our logo. You might hear them 

referred to in many ways – RGB, Hex, CMYK 

or even Pantone ® . Most of the time you 

won’t need to worry about that, but for 

when you do, we have given you all the 

necessary references. 

To add to these there is a palette of 

secondary colours to choose from. You can 

mix them up, make gradients, or even use 

tints. With all that, we’ve incorporated just 

about every colour you will need. 

Blue 

R.113 G.207 B.235 

#71CFEB 

C.50 M.0 Y.5 K.0 


Green 

R.3 G.93 B.103 

#035D67 

C.91 M.49 Y.49 K.23 


Purple 

R.148 G.54 B.141 

#94368D 

C.48 M.94 Y.5 K.0 


Light Grey 

R.150 G.150 B.150 

#969696 

C.44 M.36 Y.36 K.0 

Pantone ® Cool 

Grey 7 

Grey 

R.37 G.40 B.42 

#25282A 

C.74 M.66 Y.62 K.67 


Yellow 

R.209 G.175 B.34 

#D1AF22 

C.20 M.27 Y.100 K.0 


Brown 

R.139 G.118 B.49 

#8B7631 

C.42 M.44 Y.97 K.17 


Claret 

R.138 G.38 B.79 

#8A264F 

C.37 M.96 Y.48 K.22 


19 


LIGHT AND POSITIVE 

If you are using or commissioning 

photography then you need to remember 

a few little rules. Keep the composition 

interesting – make it people centric, 

because that’s what we are about and 

what we represent; try and have plenty 

of clear space so we can drop headings 

in; and make sure they are light and airy.

HELP THE REDFERN 

BRAND GROW 

This book is only the beginning of our brand 

story – the roots if you like. It’s a guide for 

you to follow and to build on. Every time you 

create a presentation, write an email – or 

even speak to someone about us – make 

sure you stay true to our brand. Remember 

that our brand is more than just a picture 

or a handful of empty words. It’s our way of 

life and the way we want people to see us. 

21 


STRAIGHTFORWARD 

BUSINESS 

TRAVEL 

Call us on 

01274 726424 

Email us at 

info@redfern-travel.com 

Find us at 

redfern-travel.com 

Redfern Travel Limited 

AIT House 

16 Eldon Place 

Bradford 

BD1 3AZ 

© Copyright 2014 Redfern Travel Ltd 

All rights reserved 

Registered in England & Wales No 488182 

VAT 708 3741 33

o_1965j22fimh6uhp2n21rrs1b3ta.pdf

Create successful ePaper yourself

Delete template?

Save as template?