THE William Hill Brand GUidElinES.

THE William HIll 

Brand GUIDELINES. 

Version 1 

May 2011

The william hill brand guidelines 

Contents 

3 The Logo 

4 Logo 

5 Which logo to use where? 

6 The Group Logo 

7 The logo 

8 Space and size 

9 Placement 

10 Using group logo on internet banner advertising 

11 Online banners 

12 Logo - colour palette 

13 Examples 

14 The Online Logo 

15 The logo - business communications 


17 Placement 

18 Examples 

19 The logo - customer communications 

20 Online banners 


22 The Promotional Logo 

23 The logo 


25 Placement 

26 Placement including customer contact points 

27 TV advertising 


29 Examples 

44 DESIGN ELEMENTS 

45 Typefaces 

46 Colour palette - corporate 

47 Colour palette - retail 

48 Gradients 

49 BUSINESS COMMUNICATIONS 

50 Stationery - group 

51 Stationery - online 

52 Stationery - customer communications 

53 Letterhead 

54 Compliment slips 

55 Business cards 

56 Press release 

57 Email sign-off 

58 PowerPoint presentations 

59 Word document 

60 DOWNLOADS 

61 Logos - group 

62 Logos - online 

63 Logos - promotional 

64 Logos - call to action 

30 USING THE CALL TO ACTION AS A LOGO 

31 williamhill.com 


33 Examples 

34 USING THE LOGO 

35 Which logo to use where? 

36 Do nots 

37 Sponsorship ident and sub-brands 

38 Online products 

39 idents and sub-brands - design guidellines 

40 Apps - icons 

41 Apps - do’s and don’ts 

42 Apps - design guidelines 

43 Gold campaigns 

2 

Email brand@williamhill.co.uk for any additional advice.

THE Logo.

The logo 

Logo 

This is the William Hill logo. It is unique 

and the most important visual element 

of the William Hill brand. 

Do not try to alter or recreate any 

aspect of the logo. Use only the 

logo which has been approved. 

There are three slightly different logos 

for different uses - 

The Group logo 

William Hill Group operate the retail 

estate in the UK and Ireland. With over 

2300 shops William Hill is the largest 

bookmaker in UK. This logo should be 

used on formal communications across 

the group, such as shop fascias, 

and on the website. It should also be 

used on business communications and 

for all online customer facing comms 

(whether printed or online). See page 5. 

The Online logo 

William Hill Online is officially a separate 

business. This online logo should 

ONLY be used on formal business to 

business communications. All customer 

communications for the online business, 

whether printed or online should use the 

group logo. See page 5. 

The Promotional logo 

A combination of the group logo with 

our strapline ‘The Home of Betting’. 

This device should be used on all group 

customer communications e.g. Retail 

posters, press adverts, TV ads. See 

page 5. 

On international communications the 

Group logo should always be used. 

4 


The logo 

Which logo to use when? 

To the right are some examples of 

which logo should be used when. This 

is not an exhaustive list. 

William Hill Group 

The group logo should be used on all 

business to business communications 

and all customer communications for 

the online business. 

William Hill - Group 

See page 06 

William Hill - Promotional 

See page 22 

William Hill - Online 

See page 14 

There are also instances when this logo 

should be used to promote the brand 

across retail and online. 

William Hill Promotional 

The ‘Home of Betting’ strapline should 

be used on all group communications 

that are visible to customers. 

William Hill Online 

The online logo should be used on all 


from the online arm of the business. 

All promotional material for online 

should use the group logo. 

In some situations it might not be clear 

which logo should be used. In these 

circumstances contact the William Hill 

Marketing department for guidance. 

Business communications for group 

Stationery 

Business cards 

PowerPoint documents 

Word documents 

Press releases 

Head office communications for group 

Signage 

Posters 

Training material 

Staff magazine 

Sponsorship events for group 

Idents 

Awards 

Trophies 

Perimeter boards 

Shareholder communications 

Annual report 

Retail design communications 

Shop signage 

Shop fittings 

Vehicle livery 

Promotional customer communications 

Shop posters 

Coupons 

Till toppers 

Leaflets 

Dispensers 

Scratch cards 

Statutory notices 

Shop screens 

William Hill TV 

Press adverts 

TV adverts 

Promotional material 

Shop staff uniforms 

Direct marketing 

Shop staff communications 

Posters 

Staff briefers 

Business communications for online 

Stationery 





Head office communications for online 

Signage 

Posters 


Online communications 

Printed customer communications 

William Hill website pages 

Online banners 

Affiliates 

Other 

International communications 

5 


THE GROUP LOGO.

The group logo 

The logo 

The William Hill Group full colour logo 

is always a combination of William Hill 

yellow and white. This is essential to 

protect and promote the brand identity. 

Background 

The logo should sit clearly and legibly 

on the gradient background. 

Due to bugetary or technical conditions 

there may be occasions when it is not 

possible to use the full colour logo or 

the blue gradient background. In these 

instances the black or white logo can 

be used. 

Adhere to these specifications to ensure 

consistent representation of the brand. 



logo which has been supplied and 

approved. 

7 



Space and size 

The William Hill logo needs clear space 

around it at all times. The right amount 

of space will give the logo room to 

breathe and make the necessary 

impression. 

Preferred clear space 

On customer communications preferred 

clear space requirements have been 

established to ensure prominence and 

clarity of the William Hill logo. 

This clear space zone is based on a 

simple formula using the letter ‘I’ as a 

consistent measurement tool. 

Clear space 

Based on a formula using the letter ‘I’ 

as a consistent measurement tool. 

Measuring line 

Minimum clear space 

Use this formula ( the letter ‘a’ as a 

consistent measurement tool ) when 

available height is restricted. 


Minimum size 

Do not reproduce the logo smaller 

than 30mm across, including the clear 

space. 

Minimum size - online 

Minimum size for use online is 120px. 

When space limitations dictate the use 

of a reproduction size that is smaller 

than recommended, contact the William 

Hill Marketing department for approval. 

Clear space 

Based on a formula using the letter ‘a’ 



Minimum size 

8 



Placement 

Portrait placement 

On portrait documents the William Hill 

logo should be centrally aligned and sit 

at the bottom of all communications. 

Use the preferred clear space 

formula to ensure precise 

positioning. 

Landscape placement 

On landscape documents the William 

Hill logo should be right aligned, sitting 

at the bottom of all communications. 



positioning. 

Exceptions 

When space limitation or imagery 

dictate, it is possible to alternate the 

logo’s orientation, e.g on a landscape 

document position the logo centrally. In 

these situations contact the William Hill 

Marketing department for approval. 

Clear space 

Nothing should sit within 

the clear space. 

The logo should always be right aligned 

with the exception of the sportsbook 

and on shop fascia boards. 

Portrait 

Landscape 

9 



Using group logo on internet banner advertising 

This is the William Hill logo, with the 

web call to action. These should be 

used together on all online banners. 

Clear space 



The correct amount of space will give 

the logo room to breathe and make 

the necessary impression. It has been 

designed as a logotype and should not 

be recreated. 

Use the layout most appropriate to the 

dimensions of the banner. 

The William Hill logo should never be 

left aligned. 


Use this formula ( the letter ‘I’ as a 


space is restricted. 

Call to action 

This should never exceed 

the width of the logo. 








For more details regarding designing 

online banners see page 11. 

Clear space 



When using the international web call to 

actions the same rules apply. 

Call to action 

This should never exceed 

the height of the logo. 

williamhill.it 

International call to action 

10 




William Hill advertise across the internet 

on 11 different sized banners. These 

are customer communications so the 

William Hill Group logo should always 

be used. 

correct use 

incorrect use 

In addition to the William Hill Group 

logo, the web call to action should be 

used. See page 10 for details. 

11 



Logo - colour palette 

When using the William Hill Group logo, 

these are the approved colours. 

The colour palette is available as a CS 

swatch on request. 

William Hill Dark Blue 

Pantone ® 534 

Print: C100 M85 Y35 K30 

Screen: R0 G48 B86 

William Hill Light Blue 

Pantone ® 

Print: C75 M23 Y0 K0 


William Hill Light Yellow 

Pantone ® 



Black 

White 

Pantone ® 

Print: 

Screen: 

C0 M0 Y0 K100 

R000 G000 B000 

Pantone ® 

Print: 

Screen: 

C0 M0 Y0 K0 

R255 G255 B255 

Silver 



Screen: R197 G197 B197 

12 



Examples 

KICK OFF 

WITH 

SHARESAVE. 

Save a little money every 

month and reach that final goal. 

Mr John Smith 

Company Ltd 

No.1 Building 

A Street 

A Town 

A City 

AB12 3CD 

13 January 2011 

RE: Subject 

OPTION PRICE 

Dear Mr Smith 

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus eget dolor et magna fermentum venenatis id vitae velit. 

Aliquam erat volutpat. Sed mi tellus, ullamcorper quis viverra commodo, tempus quis magna. Sed ut urna sed augue mattis 

hendrerit. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec 

congue tortor. Curabitur eu erat mauris, nec mattis massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignissim 

nec risus. Curabitur sapien massa, aliquet id vehicula id, congue ac nisi. Nunc venenatis volutpat libero. Etiam et ante 

leo, sit amet viverra lacus. Aenean sollicitudin facilisis risus, in suscipit ante iaculis eu. Fusce condimentum porta est eget 

adipiscing. Cras in varius massa. Proin viverra eros id purus dapibus imperdiet. Nam rhoncus magna eu urna interdum sed 

varius magna rutrum. Donec ut elit ac erat vulputate porta quis et libero. In hac habitasse platea dictumst. Maecenas a est 

eget elit semper euismod eget sed risus. 






leo, sit amet viverra lacus. 

Lorem ipsum dolor sit amet, consectetur adipiscing elit. 

Kind Regards 

Your Name 

XXXXXXXXXXXXXXXXX 

XXXXXXXXXXXXXXXXXXXXXXXXXXX 

T +44 (0) 123 456 7890 

M +44 (0) 123 456 7890 

E somebody@wi liamhi l.co.uk 

Greenside House, 50 Station Road, Wood Green, London, N22 7TP. 

williamhill.com 0800 40 40 40 2300 shops 

William Hill Organisation Limited. Registered Office: 


Reg No. 278208 England. 

13 


THE ONLINE LOGO.

The online logo 

The logo - business communications 

This is the William Hill Online full colour 

logo and it should only be used on 


for the online business. See page 5 for 

details. 

It is always a combination of William Hill 

yellow and white. The ‘online’ is not an 

addition, it is an integral part of the logo. 

Background 








be used. 






approved. 

15 




The William Hill Online logo needs clear 

space around it at all times. The right 

amount of space will give the logo room 

to breathe and make the necessary 

impression. 

Clear space 





Preferred clear space requirements 

have been established to ensure 

prominence and clarity of the William 

Hill logo. 


simple formula. Use the letter ‘I’ as a 






Minimum size 



space. 

Online 

Width is the same as ‘HILL’. 

Clear space 












Minimum size 

16 



Placement 


On portrait documents the William 

Hill Online logo should be centrally 

aligned and sit at the bottom of all 

communications. 



positioning. 



Hill Online logo should be right 

aligned, sitting at the bottom of all 


Use the prefered clear space 


positioning. 

Exceptions 







Spacing 

The yellow line should be centered 

between the ‘hill’ and the ‘online’. 

The logo should never be left aligned. 

Portrait 

Landscape 

17 


XXXXXXXXXXXXXXXXX 

T +44 (0) 123 456 7890 

M +44 (0) 123 456 7890 

E somebody@wi liamhi l.co.uk 

6/1 Waterport Place, Gibraltar. 


Examples 

Mr John Smith 

Company Ltd 

No.1 Building 

A Street 

A Town 

A City 

AB12 3CD 


RE: Subject 

Dear Mr Smith 

















Kind Regards 

Your Name 

williamhill.com 


6/1 Waterport Place, 

Gibraltar. 




Gibraltar. 

XXXXXXXXXXXXX 

18 



The logo - customer communications 

For brand consistency the William Hill 

Group logo should always be used on 

customer communications, replacing 

the William Hill Online logo. 

Exceptions 

In exceptional circumstances it is 

permissible to use the William Hill 

web call to action as a replacement to 

the group logo, such as when extra 

stand out is vital or when the logo 

breaks up e.g. on a perimeter board or 

phone app. In these circumstances 

the ‘william’ should always be in 

William Hill Yellow. 

When using the William Hill Group logo 

see pages 4-10 for details. 

For specifications on when to use 

the international web call to actions 

please contact the William Hill 

Marketing department. 

19 




William Hill advertise across the internet 

on 11 different sized banners. These 

are customer communications so the 

William Hill Group logo should always 

be used. 

correct use 

incorrect use 

In addition to the William Hill Group 

logo, the web call to action should be 

used. See page 10 for details. 

20 




When using the William Hill Online logo, 

these are the approved colours. 





Print: C100 M85 Y35 K30 



Pantone ® 




Pantone ® 



Black 

White 

Pantone ® 

Print: 

Screen: 

C0 M0 Y0 K100 

R000 G000 B000 

Pantone ® 

Print: 

Screen: 

C0 M0 Y0 K0 

R255 G255 B255 

Silver 



Screen: R197 G197 B197 

21 


THE PROMOtional 

LOGO.

The promotional logo 

The logo 

The ‘Home of Betting’ strapline was 

introduced in March 2010 and positions 

William Hill as the natural choice. 

Background 








be used. 

Using the strapline 


be used on all communication material 

that is either customer facing or 

material used to promote the William 

Hill brand, e.g. window posters, press 

advertisements, shop screens, staff 

badges. See page 5 for details. 

The ‘Home of Betting’ strapline 

should not be used online, on any 

business to business communications, 

(such as stationery and PowerPoint 

presentations) and on any customer 

communications for the online business 

(whether printed or online). In these 

circumstances the William Hill group 

logo should be used. 




approved. 

23 




The William Hill logo, with the addition 

of the strapline needs clear space 

around it at all times. 

Clear space 




On customer communications preferred 

clear space requirements have been 

established to ensure prominence and 

clarity of the William Hill logo. 









preferred clear space 

Minimum size 



space. 






Clear space 



minimum clear space 

40mm 

minimum size 

24 



Placement 



logo, with the strap, should be centrally 





positioning. 



Hill logo, with the strapline, should be 

right aligned and sit at the bottom of all 


Use the prefered clear space 


positioning. 

Exceptions 







Clear space 

Nothing should sit within 

the clear space. 


Portrait 

Landscape 

25 



Placement including customer contact points 

The William Hill URL and the William Hill 

phone number have been designed as 

logotypes and should not be recreated. 

These are added in many promotional 

communications as calls to action. 



logo, with strapline, should be centrally 



Use the minimum clear space 

formula around the logo. Around 

the contact points a formula based 

on the number ‘0’ should be used. 



Hill logo, with strapline, should be right 



Use the minimum clear space 

formula around the logo. The 

contact points should not exceed 


Clear space 

Use the letter ‘a’ as a consistent 

measurement tool. 

Clear space 

use the 

number ‘0’ as 

a measurement 

tool. 

Exceptions 








Customer contact points 

These should never exceed 


26 



TV Advertising 

William Hill adverts are used to promote 

the brand and drive campaigns. 

To keep adverts on brand the end 

frame should always used the blue 

gradient and have the promotional logo 

centrally aligned. 

Exceptions 

When the advert promotes online 

products, such as William Hill Casino or 

when using the international web call to 

actions the same rules apply. 

27 




When using the William Hill Group logo, 

with strapline, these are the approved 

colours. 





Print: C100 M85 Y35 K30 



Pantone ® 




Pantone ® 



Black 

White 

Pantone ® 

Print: 

Screen: 

C0 M0 Y0 K100 

R000 G000 B000 

Pantone ® 

Print: 

Screen: 

C0 M0 Y0 K0 

R255 G255 B255 

Silver 



Screen: R197 G197 B197 

28 


LOA5004_Football_30percent_Bonus_Artwork.indd 1 08/02/2011 17:50 

LOA5004 


Examples 

HEADLINE 

HEADLINE 

GUARANTEED. 

Sub copy in Helvetica Neue LT Std 55 Roman 


Sub copy in Helvetica Neue LT Std 75 Bold 

XXXXXXXXXXXXX v xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 

X/X XXXXXXXX X/X DRAW XXXXXXXX X/X 

CORRECT SCORE DOUBLE RESULT FIRST G/SCORER 

xxxxxx Score xxxxxx xxxxxx xxxxxx xxx xxxxxxx xx 

xxx 1-0 xxx 

xxxxxx Draw xxx xxxxxxx xx 

xxx 2-0 xxx 

xxxxxxx xx 

xxx 2-1 xxx 

xxxxxx xxxxxx xxx 

xxxxxxx xx 

xxx 3-0 xxx Draw xxxxxx xxx 

xxxxxxx xx 

xxx 3-1 xxx Draw Draw xxx 

xxxxxxx xx 


xxxxxxx xx 

xxx 0-0 xxx xxxxxx xxxxxx xxx 

No G/scorer xx 

xxx 1-1 xxx xxxxxx Draw xxx EACH WAY ONE-THIRD THE 

xxx 2-2 xxx xxxxxx xxxxxx xxx ODDS A PLACE 1, 2, 3, 4, 5. 

Own goals don’t count. 

Other scores on request. Bets void if match not completed. Others on request. 

XXXXXXXXXXXXX v xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 

X/X XXXXXXXX X/X DRAW XXXXXXXX X/X 

CORRECT SCORE DOUBLE RESULT FIRST G/SCORER 

xxxxxx Score xxxxxx xxxxxx xxxxxx xxx xxxxxxx xx 

xxx 1-0 xxx 

xxxxxx Draw xxx xxxxxxx xx 

xxx 2-0 xxx 

xxxxxxx xx 

xxx 2-1 xxx 

xxxxxx xxxxxx xxx 

xxxxxxx xx 


xxxxxxx xx 

xxx 3-1 xxx Draw Draw xxx 

xxxxxxx xx 


xxxxxxx xx 

xxx 0-0 xxx xxxxxx xxxxxx xxx 

No G/scorer xx 

xxx 1-1 xxx xxxxxx Draw xxx EACH WAY ONE-THIRD THE 

xxx 2-2 xxx xxxxxx xxxxxx xxx ODDS A PLACE 1, 2, 3, 4, 5. 

Own goals don’t count. 

Other scores on request. Bets void if match not completed. Others on request. 

ALL FOOTBALL PRICES QUOTED ARE PHONE/NET, DIFFERENT ODDS MAY APPLY IN SHOP. 

XXXXXXXXXXXXX 

xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx 

XX Xxxxxxxxxxxxx 






















Each way one-fifth the odds a place 1, 2, 3. 

Above races: Prices subject to fluctuation. In the event of any withdrawal(s), S.P place terms 

and Tattersalls Rule 4(c) will apply based on these prices. Non-Runner-No Bet. 

FREE £XX BET 

WHEN YOU STAKE £XX 


Sub copy in Helvetica Neue LT Std 75 Bold 

NO 

smoking. 

It is against the law to smoke or 

knowingly permit smoking in these 

premises or in the doorway. 

GET MORE 

CHOICE. 

30% 

BONUS 

AVAILABLE ON 

WILL BOTH 

TEAMS 

SCORE 

Customers placing winning bets containing 5 selections 

or more will qualify for a bonus of up to 30%. 

*Free Bet is a win single added to your account on settlement of first bet. Free Bet must be on a different event to the initial stake. Free Bet stake not 

included in any winnings/returns, valid for 7 days. Correct promo code must be used. All prices subject to fluctuation. William Hill rules apply. Over 18s 

only. Prices correct as at 4.15pm yesterday. FOR ADVICE & INFORMATION VISIT WWW.GAMBLEAWARE.CO.UK 

29 


USING THE 

Call TO ACTION 

AS A LOGO.

Using the call to action as a logo 


In exceptional circumstances it is 

permissible to use the William Hill web 

call to action as a replacement to the 

group logo. 

In these circumstances the ‘william’ 

should always be in William Hill 

Yellow. 

When extra stand out is vital or when 

the logo breaks up e.g. on a perimeter 

boards, the William Hill Dark Blue 

background can be used. 

It has been designed as a logotype and 

should not be recreated. 

For specifications on when to use 

the international web call to actions 

please contact the William Hill 

Marketing department. 

31 




The web call to action needs clear 

space around it at all times. The right 

amount of space will give the logo room 

to breathe and make the necessary 

impression, whereas cramming the logo 

in would minimise its effectiveness. 

Clear space 

Based on a formula using the letter ‘l’ 




Preferred clear space requirements 

have been established to ensure 

prominence and clarity. 


simple formula using the letter ‘l’ as a 







Minimum size 



space. This rule applies to all versions 

of the logo. 






Clear space 




Actual size 

32 



Example 

33 


Using THE logo.

Using the logo 

Which logo to use when? 

To the right are some examples of 

which logo should be used when. This 

is not an exhaustive list. 

William Hill Group 

The group logo should be used on all 


and all customer communications for 

the online business. 

William Hill - Group 

See page 06 

William Hill - Promotional 

See page 22 

William Hill - Online 

See page 14 

There are also instances when this logo 

should be used to promote the brand 

across retail and online. 

William Hill Promotional 


be used on all group communications 

that are visible to customers. 

William Hill Online 

The online logo should be used on all 


from the online arm of the business. 

All promotional material for online 

should use the group logo. 

In some situations it might not be clear 

which logo should be used. In these 

circumstances contact the William Hill 

Marketing department for guidance. 

Business communications for group 

Stationery 





Head office communications for group 

Signage 

Posters 


Staff magazine 

Sponsorship events for group 

Idents 

Awards 

Trophies 

Perimeter boards 

Shareholder communications 

Annual report 

Retail design communications 

Shop signage 

Shop fittings 

Vehicle livery 

Promotional customer communications 

Shop posters 

Coupons 

Till toppers 

Leaflets 

Dispensers 

Scratch cards 

Statutory notices 

Shop screens 

William Hill TV 

Press adverts 

TV adverts 

Promotional material 

Shop staff uniforms 

Direct marketing 

Shop staff communications 

Posters 

Staff briefers 

Business communications for online 

Stationery 





Head office communications for online 

Signage 

Posters 


Online communications 

Printed customer communications 

William Hill website pages 


Affiliates 

Other 

International communications 

35 



Do nots 

a: 

Do not distort the logo or add any 

special effects. 

b: 

Do not draw a lozenge or any shape 

around the logo. 

c: 

Do not reproduce the logo in any 

colours other than William Hill Yellow 

and William Hill Blue, White or Black. 

a: b: 

d: 

Do not use red keylines with the logo. 

e: 

Do not reproduce the logo on any 

conflicting photographic background 

that results in reducing the visual impact 

of the logo. 

c: d: 

f: 

Do not draw a keyline around the logo. 

g: 

Do not use this William Hill online logo. 

h: 

Do not use this William Hill online logo. 

e: f: 

i: 

Do not add graphical elements or 

words to the William Hill logo. 

j: 

The William Hill logo should never be 

used on an angle. 

g: h: 

.com 

i: 

j: 

36 



Sponsorship ident and sub-brands 

Sponsorship idents 

If an identity is required for a William 

Hill Group or Online sponsored event it 

should be constructed using the William 

Hill logo and the primary typeface. 

Sub-Brands 

Under no circumstance should 

any other logo be used for internal 

departmental sub-brands. Only use the 

official William Hill logos. 

For detailed guidelines about designing 

sponsorship idents and sub-brands see 

page 39. 

Kempton 

IRISH Sportsbook 

of the Year 2010 

37 



Online products 

Online promotes a selection of 

products. These product logos follow 

guidelines outlined on page 39. Under 

no circumstance should any other logo 

or configuration be used. 



PRODUCT NAME 

BINGO 

tbc. 

CASINO 

LIVE CASINO 

DAY TRADER 

GAMES 

POKER 

SKILL 

VEGAS 

VIRTUAL 

38 



Idents and sub-brands - design guidelines 

When using the William Hill logo, with 

the addition of a product/sponsorship 

name adhered to these rules. 

Colours 

When using the full colour logo the 

‘product name’ should always be 

WIlliam Hill Yellow. When used in mono 

tints of black should be used. 

Fonts 

The ‘product name’ should always be 

uppercase ITC Avant Garde Bold. 

Clear space 



Spacing 

The yellow line should be centered 

between the ‘hill’ and the ‘product name’. 

Height Restrictions 

The ‘product name’ height should be 

equal to the line of the ‘William’ to the 

top of the foot of the ‘L’. 









PRODUCT NAME 

Minimum size 



space. 





William Hill Yellow 

The ‘product name’ should be 

William Hill Yellow. 

Alignment 

The ‘product name’ 

should be right aligned 

with the ‘William Hill’. 

39 



Apps - icons 

Sportsbook icon 

When working with restrictive spaces, 

on electronic media only, the William 

Hill logo can be split onto 2 lines. The 

‘William’ above the ‘Hill’. This will give 

maximum standout in a very small 

space. 

This design should be used for the 

sportsbook app only. 

Additional icons 

When additional information is required 

for promotional apps ( such as graphics 

and text ), the additional icon template 

should be used. See page 42 for design 

guidelines. 

William Hill 

Sportsbook 

ShakeABet 

Additional 

40 



Apps - do’s and don’ts 

All William Hill apps should appear to 

be from the same family. The use of 

colours, fonts, icons etc. 

Correct usage 

Incorrect usage 

41 



Apps - design guidelines 

Following these guidelines will ensure 

all William Hill apps work together as a 

coherent suite. 

Gradient 


Fading into William Hill Dark Blue. 

Logo 

The William Hill logo should be replaced 

with a typed version. It has been 

designed as a logotype and should not 

be recreated. 

Glow Effect 

Add to every solid icon. 

Clear space 

The clear space zone is based on a 

simple formula, using the letter ‘m’ as a 


Work area 

Expanding the clear space formula 

creates the work area. No primary 

information should sit outside this area. 

Icon area 

Stroke 

William HIll Dark 

Blue stroke 

around all solid 

icons. 

Icon 

To visually articulate the nature of each 

app a graphic icon should be used, 

filling the circular area shown. The icon 

should only use William Hill Blues and 

White. 

Work area 

Stroke/Effect 

On all solid icons an ‘outside’ stroke 

should be used in conjuction with a 

white outer glow. 

Clear space 

Using the letter ‘m’ as a consistent measurement 

tool to create clear space around the logo. 

42 


Best horses are selected daily by William Hill. Terms and Conditions apply. 

LOA5004_Football_30percent_Bonus_Artwork.indd 1 08/02/2011 17:50 

LOA5004 


Gold campaigns 

Campaigns are categorised based on 

effort, budget and size of prize. 

Gold campaigns are fully integrated 

campaigns with consistent creative, 

messaging and offers across all media. 

To reflect their importance and to 

achieve maximum standout gold 

creative is not restricted by the use of 

brand fonts, colours, images etc. Their 

creative is free to explore all options. 

While a degree of flexibility should be 

explored, the use and rules around the 

logo remains unchanged. 

GREAT 

CHELTENHAM 

PRICES 

15th March - 18th March 

30% 

BONUS 

AVAILABLE ON 

WILL BOTH 

TEAMS 

SCORE 

Customers placing winning bets containing 5 selections 

or more will qualify for a bonus of up to 30%. 

LOA5013 

43 


Design Elements.

Design elements 

Typefaces 

Headline Typeface 

The William Hill primary typeface is ITC 

Avant Garde. This should be used on all 

customer communication headlines e.g. 

main message on a window poster, a 

press advert etc. 

All headlines must use uppercase ITC 

Avant Garde Gothic Bold. 

Type should be ranged left. Do not 

centre or range right. 

Other weights can be used if required 

and should follow a hierarchical order. 

Supporting Typeface 

Body copy should use Helvetica Neue 

75 Bold in titlecase. Other weights can 

be used if required and should follow a 

hierarchical order. 

abcdefghijklmnopqrstuvwxyz 


1234567890!:;/-?,.@&%£€ 

ITC Avant Garde Gothic Bold 



1234567890!:;/-?,.@&%£€ 

Helvetica Neue LT 55 Roman 

Secondary Messages 

To highlight a call to action or secondary 

message (e.g. on window posters or in 

press) Impact should be used. This font 

must be used inside a yellow banner 

(see page 29) and should only be used 

in addition to our primary fonts, not as a 

substitution. 

Electronic Typeface 

Arial and Arial Bold should be used 

online, for email communications, 

Microsoft Word documents and 

PowerPoint presentations. 



1234567890!:;/-?,.@&%£€ 



1234567890!:;/-?,.@&%£€ 

Impact 

Arial 

45 



Colour palette - corporate 

Colour provides a strong visual link to 

our brand identity and should be used 

on all print and electronic applications. 

Whether for use in retail or online this is 

the approved palette. 



Print: C100 M85 Y35 K30 


William Hill Blues 

Blue is synonymous with William Hill 

and should be used prominently for 

maximum brand stand out. 

The introduction of light blue has 

reinvented our existing colour palette 

and allows greater flexibility and depth. 


Pantone ® 



William Hill Yellows 

William Hill Yellow is to be used as an 

accent colour. Use in small quantities to 

highlight key messages. 

Black and White 

White is used in the William Hill logo 

and in additional to black can also 

be used for typography on customer 



Pantone ® 



Silver 

Silver should only be used as a metallic, 

e.g awards, embossing etc. 

Black 

White 

This colour palette is available as a CS 

swatch. Email brand@williamhill.co.uk 

Pantone ® 

Print: 

Screen: 

C0 M0 Y0 K100 

R000 G000 B000 

Pantone ® 

Print: 

Screen: 

C0 M0 Y0 K0 

R255 G255 B255 

Silver 



Screen: R197 G197 B197 

46 



Colour palette - retail 

These colours are used in shop and 

online to define sports and gaming 

categories. 

To add depth a gradient can be used, 

combining the 2 shades of each colour. 

Active colours 

Passive Colours 

William Hill Pinks 

These colours are used to represent 

Horse in shops and online. 

William Hill Oranges 


Greyhound in shops and online. 

William Hill Horse PINK 

Pantone ® 214 C (solid coated) 



William Hill Horse PURPLE 

Pantone ® 229 M (solid matt) 

Print: C0 M100 Y15 K60 


William Hill Greens 


Football in shops and online. 

William Hill Reds 


Gaming in shops and online. 

William Hill Dog ORANGE 

William Hill Dog RUST 

tbc. 







This colour palette is available as a CS 

swatch. Email brand@williamhill.co.uk 

William Hill Football GREEN 




William Hill Football OLIVE 




William Hill Gaming RED 

Pantone ® 



William Hill Gaming Burgundy 

Pantone ® 

Print: C0 M100 Y63 K29 


47 



Gradients 

Vertical gradient 

This is the preferred gradient 

and should be used on portrait 

documentation. William Hill Light Blue at 

the top, fading to William Hill Dark Blue 

at the bottom. 

Horizontal gradient 

This gradient should only be used on 

landscape documentation. William Hill 

Light Blue on the left fading to William 

Hill Dark Blue on the right. 

Exceptions 

Due to the depth of the document 

and the gradient sometimes it may 

look odd. If under any cirumstance the 

gradient needs rotating, e.g a horizontal 

gradient on a portrait background 

contact the William Hill Marketing 

Department for approval. 

For brand consistency never use the 

gradient in any other direction. 

Vertical gradient 

Horizontal gradient 

48 


Business 

COMMunications.

Business communications 

Stationery - group 

To ensure brand consistency all group 

business communications should be 

sent using this range of stationery. 

This range of stationery is for William Hill 

group only. 

An electronic version of the letterhead 

which can be used in Word is available. 

Mr John Smith 

Company Ltd 

No.1 Building 

A Street 

A Town 

A City 

AB12 3CD 


RE: Subject 

Dear Mr Smith 


William Hill Organization Limited. 


Telephone: 0208 918 3600 

Registered Office: Greenside House, 50 Station Road, Wood Green, London, N22 7TP. Reg No. 278208 England and Wales. 

















Kind Regards 

Your Name 

XXXXXXXXXXXXXXX 

XXXXXXXXXXXXXXXXXXXXXXX 

T +44 (0) 123 456 7890 

E somebody@williamhill.co.uk 





Telephone: 0208 918 3600 


50 



Stationery - online 

To ensure brand consistency all online 

business communications follow the 

same guidelines outlined for group 

stationery. 

This range of stationery is for William Hill 

Online only. 



Mr John Smith 

Company Ltd 

No.1 Building 

A Street 

A Town 

A City 

AB12 3CD 


RE: Subject 

Dear Mr Smith 




Gibraltar. 

















Kind Regards 



Your Name 

T +44 (0) 123 456 7890 






Gibraltar. 

51 



Stationery - customer communications 

To ensure brand consistency all 

customer communications, where 

appropriate should use this range of 

stationery. 



Mr John Smith 

Company Ltd 

No.1 Building 

A Street 

A Town 

A City 

AB12 3CD 


RE: Subject 

Dear Mr Smith 




Telephone: 0208 918 3600 


















Kind Regards 

Your Name 




Telephone: 0208 918 3600 


52 



Letterhead 

To ensure consistency, stock levels and 

paper quality across the business all 

stationery requirements are managed 

by Lockwood Stores dept. #5073. 

Writing a letter 

For standardisation black text should be 

used throughout and there should be 

only one layout: 

Addressee’s address: 

Set to Arial in 9pt. 

Date: 

Set to Arial in 9pt. 

Subject: 

Set to Arial bold in 9pt. 

Letter content: 

Using a combination of Arial and Arial 

Bold in 9pt. If required specific words 

can be italicised, or highlighted in 

William Hill Dark Blue. 

Your name: 

Set to Arial bold in 9pt. 

An electronic version of this letterhead 


Mr John Smith 

Company Ltd 

No.1 Building 

A Street 

A Town 

A City 

AB12 3CD 


RE: Subject 

Dear Mr Smith 

















Kind Regards 

Your Name 




Telephone: 0208 918 3600 


53 



Compliment slips 

To ensure consistency, stock levels and 

paper quality across the business all 

stationery requirements are managed 

by Lockwood Stores dept. #5073. 




Telephone: 0208 918 3600 


54 




Business cards can be ordered by 

contacting Lockwood Stores #5073.\ 

Personalise the reverse of your business 

cards by choosing your preferred sport: 

• Football 

• Horse 

• Greyhound 

• Gaming 

• Golf 



T +44 (0) 123 456 7890 

M +44 (0) 123 456 7890 









55 



Press release 

When sending an electronic press 

release as part of an email the following 

rules apply: 

Email subject header 

Should always appear as: 

William Hill - PRESS RELEASE 

PRESS RELEASE. 

Left align 

Arial bold - uppercase 

Point size 48pt 

End with a full stop or exclamation mark 

Black only 

No underline 

Header 

Left align 

Arial bold - uppercase 

Point size between 20pt and 30pt 

End with a full stop or 

Black only 

No underline 

Content: 

Using a combination of Arial and Arial 

Bold in different point sizes. If required 

specific words can be italicised, or 

highlighted in colours from the WIlliam 

Hill palette. 

56 



Email sign-off 

For standardisation there should be only one sign-off style for William Hill 

Group and one style for William Hill Online: 

Name: 

Arial bold, 9pt - black 

Job title: 

Arial - 9pt - 40% tint of black 

C0 Y0 M0 K40 

Telephone: 

Use T: and a combination of Arial and Arial Bold. Use a combination of 

black and a 40% tint of black. All in 9pt. Always include the longdial. 

Mobile: 

Use M: and a combination of Arial and Arial Bold. Use a combination of 

black and a 40% tint of black. All in 9pt. Always include the longdial. 

Email: 

Use E: and a combination of Arial and Arial Bold. Use a combination of 

black and a 40% tint of black. All in 9pt. 

Address: 

Using a combination of Arial and Arial Bold, and a 40% tint of black. Use a 

9pt font and 2 lines if address is longer than the William Hill logo banner. 

William Hill banner 

Import or place the PNG file. 

If necessary a range of approved hyper-linked icons can be used 

underneath the banner. 

Email signatures must not be customised with superfluous information, 

departmental logos or additional icons. 

Electronic templates can be downloaded from the Intranet. Alternatively 

email brand@williamhill.co.uk 

57 



PowerPoint slides 

When working in PowerPoint a range 

of templates have been created. All 

presentations should use the templates 

provided. 

All text is set in Arial and headings are 

Arial Bold. 

Headers should be set to in William Hill 

Dark Blue. 

Body copy should be set to black or 

white. 

Bullet points are highlighted in William 

Hill Light Blue. 

When using images text should be in 

a contrasting colour and sit in areas of 

little detail. 

Charts and diagrams should be simple 

and bold. Use tints of William Hill Light 

Blue to segment/highlight areas 

PowerPoint templates can be 

downloaded from the Intranet. 

Alternatively email 

brand@williamhill.co.uk 

58 



Word document 

To ensure continuity across the 

business a Word template has been 

created. 

Due to technical conditions there may 

be occasions when it is not possible 

to use the colour version. In these 

instances the mono version can be 

used. 

All documents should use one of the 

templates provided. 

Templates can be downloaded from 

the Intranet. Alternatively email 











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orci luctus et ultrices posuere cubilia Curae; Mauris at ipsum orci, nec congue tortor. Curabitur eu erat mauris, nec mattis 

magna eu urna interdum sed varius magna rutrum. Donec ut elit ac erat vulputate porta quis et libero. In hac habitasse 

massa. Vestibulum libero orci, vulputate vitae condimentum eu, dignissim nec risus. Curabitur sapien massa, aliquet id 

platea dictumst. Maecenas a est eget elit semper euismod eget sed risus. 

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platea dictumst. Maecenas a est eget elit semper euismod eget sed risus. 







59 


DOWNLOADS.

Downloads 

Logos - group 

The promotional logo is available in a 

variety of formats. 

All logos can be downloaded from the 

Intranet. Alternatively email 


WilliamHill-GROUP.indd 

WilliamHill-GROUP-mono.indd 

WilliamHill-GROUP.eps 

WilliamHill-GROUP-mono.eps 

WilliamHill-GROUP.jpg 

WilliamHill-GROUP-mono.jpg 

WilliamHill-GROUP.gif 

WilliamHill-GROUP-mono.gif 

WilliamHill-GROUP.png 

WilliamHill-GROUP-mono.pgn 

61 


Downloads 

Logos - online 






WilliamHill-ONLINE.indd 

WilliamHill-ONLINE-mono.indd 

WilliamHill-ONLINE.eps 

WilliamHill-ONLINE-mono.eps 

WilliamHill-ONLINE.jpg 

WilliamHill-ONLINE-mono.jpg 

WilliamHill-ONLINE.gif 

WilliamHill-ONLINE-mono.gif 

WilliamHill-ONLINE.png 

WilliamHill-ONLINE-mono.pgn 

62 


Downloads 

Logos - promotional 






WilliamHill-HOB.indd 

WilliamHill-HOB-mono.indd 

WilliamHill-HOB.eps 

WilliamHill-HOB-mono.eps 

WilliamHill-HOB.jpg 

WilliamHill-HOB-mono.jpg 

WilliamHill-HOB.gif 

WilliamHill-HOB-mono.gif 

WilliamHill-HOB.png 

WilliamHill-HOB-mono.pgn 

63 


Downloads 

Logos - call to action 

The call to action logo is available in a 





WilliamHill.com.indd 

WilliamHill.com-mono.indd 

WilliamHill.com.eps 

WilliamHill.com-mono.eps 

WilliamHill.com.jpg 

WilliamHill.com-mono.jpg 

WilliamHill.com.gif 

WilliamHill.com-mono.gif 

WilliamHill.com.png 

WilliamHill.com-mono.pgn 

64

THE William Hill Brand GUidElinES.

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