RFI20111589 document 2 TVL Brand Guidelines R

tvlwatch

RFI20111589 document 2 TVL Brand Guidelines R

Brand communications guidelinesVersion 1.0January 2012


ContentsContentsIntroduction1 Brand1.1 TV Licensing now1.2 Our philosophy1.3 Brand strategy1.4 Brand world1.5 TV Licensing andthe BBC2 Key brand elementsDesignTrademark2.1 Primary logo2.2 Using the logo2.3 Positioning the logo2.4 Alternative logocolourways2.5 Logo alignment2.6 Logo as an endframeColour2.7 Colour palette2.8 TintsTypography2.9 Typeface2.10 Using type2.11 Word cloudsGraphic elements2.12 Icons2.13 Sizing icons2.14 WatermarkImagery2.15 Illustrations2.16 PhotographyCopyTOV2.17 Tone of voice2.18 Messaging guidelines2.19 A note on simplicity2.20 Writing up our identity3 Cutomer experiences3.1 Overview3.2 Customer service3.3 Collections3.4 Enforcement4 ApplicationsOfflineBase stationery4.1 Envelopes4.2 Alignment on envelopes4.3 Letters4.4 Letter specifications – front4.5 Letter specifications – reverse4.6 InsertsOnline4.7 Website4.8.1 Banner ads4.8.2 Banner ads4.8.3 Banner ads4.9 Pre-rolls4.10 Emails4.11 SMS/MMS4.12 TV trails5 Other audiences5.1 Students5.2 MOD5.3 Welsh5.4 Welsh logo5.5 Welsh logo colourways5.6 Foreign nationals5.7 Blind/sight impaired


IntroductionIntroductionIntroductionThese guidelines explain how our brandis expressed offline and on-screenwhen communicating with the public,employees and suppliers. This should beused as a practical guide for designing,writing and producing all communicationscollateral for the TV Licensing brand tooptimise effectiveness, provide creativeflexibility yet also ensure consistency.If you have any questions orrecommendations, please contactrob.xxxxxx@xxx.xx.uk.You’ll start by discovering how and whythe TV Licensing brand evolved froman ‘Enforcement’ positioning to an‘Enabling’ one.You’ll then find an outline of the corebrand design and copy elements.Next there’s an explanation of thethree customer experiences, whichare Customer Service, Collectionsand Enforcement. With each is acomprehensive guide to how you canbring that experience to life throughTV Licensing communications.You can see it all in action with practicalexamples of both offline and onlinecollateral.And finally, you can take a closer lookat campaigns especially developedfor Other audiences – for example,Ministry of Defence and Welsh segments.It’s important to remember, however,that TV Licensing is a living brand thatwill continue to evolve. These guidelinesare designed to be developed so thatthey are useful, relevant and captureour most innovative applications.


1 Brand1.1 TV Licensing now1.2 Our philosophy1.3 Brand strategy1.4 Brand world1.5 TV Licensing and the BBC


Brand1.1 TV Licensing nowBrandOne of the most important milestonesin TV Licensing history happenedin 2009 when we evolved from anEnforcement brand to an Enablingbrand.We repositioned TV Licensing toshift our focus from simply ‘howto pay’ to also explain ‘what thecustomer is paying for’ – “a year’sworth of television, radio and onlineprogrammes and services”.To create a nation of willing payers byusing the carrot rather than stick.To achieve mass compliance bymaking it easier and quicker to get,and stay, licensed.To be fairer to those who buy a TVLicence so we can be firmer withthose who avoid doing so.


2 Key brand elementsDesignTrademark2.1 Primary logo2.2 Using the logo2.3 Positioning the logo2.4 Alternative logocolourways2.5 Logo alignment2.6 Logo as an endframeColour2.7 Colour palette2.8 TintsImagery2.15 Illustrations2.16 PhotographyCopyTOV2.17 Tone of voice2.18 Messaging guidelines2.19 A note on simplicity2.20 Writing up our identityTypography2.9 Typeface2.10 Using type2.11 Word cloudsGraphic elements2.12 Icons2.13 Sizing icons2.14 Watermark


Design2.1 Primary logoTrademarkThis is the registered legal trademarkfor TV Licensing, and therefore theprimary logo.As the ownable signifier of the TVLbrand, this trademark must be usedunaltered to establish credibility,instill trust and maintain authority.In offline communications, it shouldalways be used by default wheneverproduction costs allow.The rules1. StructureThe logo is made from four keyelements:1. The symbol2. The wordmark3. The URL4. The bounding boxNone of these elements may bechanged, replicated or used separatelyas this would contravene the legalitiesof a trademark.SymbolWordmarkIn online communications, it shouldalways be used.The trademark is based on the‘power’ button which features onall devices used to watch or recordtelevision.At once a personal and universalicon, it is a graphic shorthand for thevalue of the TV Licence and, indeed,when you need one:’If you’re turning on, you’retuning in. If you’re tuning in,you need a TV Licence.’2. ColourAs TV Licensing’s legal trademark, theprimary logo should be representedin the brand’s core colours – blue andblack.Only in exceptional circumstancesmay other colour variants be used.When considered imperative, use ofcolourway logos must be approvedby TV Licensing on the basis of arationale which provides a supportingcase for effectiveness. (See 2.4Alternative logo colourways.)Artwork is available from TV Licensing.(See Introduction for contactdetails.)Bounding boxURLThe primary logoSymbol – pale blue(or 50% tint Dark blue ifnot printing Pale blue)Type – whiteBounding box – blackURL – black


2.2 Using the logo TrademarkAlways treat the TV Licensing logo withrespect by following these clearspaceand size guidelines.Logo clearspaceA space equivalent to the heightof the ‘T’ must be left aroundall sides of the logo whereverpossible.Printing the logoBeware mis-registration when printingthe logo. If this happens you’ll see awhite edge around the blue symbolwithin the black bounding box. To avoidthis when art-working, you need toensure the blue is spread beyond theboundaries of the symbol. Then, oncethe black boundary box is printed overthe blue on press, print registration willbe clear.Standard size on A455mmMinimum size30mmOn standard communications,a logo size of 55mm wide shouldbe used wherever possible.Do not use the trademark below30mm wide, or 100 pixels wide.URL alignmentStandard size on envelopesOne-colour black logo is alwaysused on envelopes.The URL should occupy an equalwidth to the TV Licensingwordmark.44mm


2.3 Positioning of the logoTrademarkFor consistency, both online andoffline, always follow these guidelinesfor positioning the logo.LettersPosition logo topright.EmailsPosition logo top right.9mm9mm22 pixels22 pixelsElements on this pageare actual size.EnforcementletterPosition logotop right.me soon?12mm4.5 pixels12 pixels9mm9mmBannersPosition logo incentre.7mm9mm13mmEnvelopesPosition logo bottom right.LeafletsPosition logo bottom right.


2.4 Alternative logo colourways TrademarkThese three colour variants may onlybe used in offline communications:1. When production budgets onlyallow one-colour printing; or2. When exceptional circumstancesrequire creative flexibility tooptimise effectiveness.Use of these logos needs to beapproved by TV Licensing on thebasis of a rationale which providesa supporting case.1. One-colour logo – dark blue 2. One-colour logo – black 3. One-colour logo – redThey should never be used for onlinecommunications.Symbol and type – whiteBounding box – dark blueURL – dark blueSymbol and type – whiteBounding box – dark blueURL – blackSymbol and type – whiteBounding box – redURL – redThis logo should only be onEnforcement communications.4. Standard logo – reversed on black 5. One-colour logo – black reversed 6. One-colour logo – dark blue reversedThis is the standard TV Licensinglogo reversed out. This should beused if the logo is applied to a blackbackground.Symbol – pale blue(or 50% tint dark blue if notprinting pale blue)Type – blackThis one-colour logo is to beused when printing black.Symbol and type – whiteBounding box – dark blueURL – blackThis one-colour logo should be reversedout when printing dark blue.Symbol and type – dark blueBounding box – whiteURL – white


2.6 Logo as an endframe TrademarkThe symbolThe symbol always has a ‘glow’ effectand is animated to show the symbol‘switching on’.ClearspaceWhatever the background colour, itis important to protect the logo onendframes. Always follow the sameclearspace guidelines detailed in2.2 Using the logo. TV trail endframeLogo clearspaceA space equivalentto the heightof the ‘T’ mustbe left around allsides of the logowhenever possible.


Typography2.9 TypefaceTypographyTV Licensing’s core typeface isVerdana. Classic and clear, it issuitable for both offline and onlinecommunications.In general, it can be used in twoweights, Verdana Bold and VerdanaRegular.A third weight, Verdana Italic, iscurrently only used in copy whichcommunicates a foreign languagecall-to-action, which is usually placedat the bottom of a page. (See5 Other audiences for details.)Verdana BoldVerdana RegularVerdana Italic


2.11 Word clouds TypographyWord cloudsA word cloud is a visual representationof the contents of a communicationand can be used as a creative deviceto optimise effectiveness.This format is useful for quicklyperceiving the most importantmessages or benefits containedwithin copy.It may be used as a navigationaid in online communications, forexample, on a website, or as anattention-grabbing device in offlinecommunications, for example, onenvelopes or as a headline.Colour and type size may be usedto drive the eyeline from themost important word to the least,prioritising and sequencing themessage.On envelopesVerdana Bold,upper and lowercase. Tints of blackand one othercolour.Colour reflectsthe key call-toactionand optimalresponse channel.Different type sizesdeliver benefit ofresponse in orderof value perceivedby customer.XX/XX-XXXXXX/XXXXXX:XXX-XXXXXXMr A B Sample1 Sample RoadSampletownSampleshireAB1 2CDHaving become part of a familiarvisual language in the digital world,use of the word cloud where relevantand valuable reinforces the perceptionof TV Licensing as a modern, digitalbrand.On lettersVerdana Bold,upper case. Tintsof black and oneother colour.Moving into a new home soon?We’ll make it easy to stay licensedColour reflectsthe primary‘value’ benefit ofresponding to theletter.Visittvlicensing.co.ukto move your licenceDear [sample],It’s nearly time for the big move – out of halls andinto your new home. With all the packing andboxing ahead, we’ve made it easy to move onething before you go – your TV Licence.You see, you won’t be legally covered in your newhome until you tell us your new address. So takeOn emailsVerdana Bold,upper and lowercase. Centered.Tints of black andone other colour.


Graphic elements2.12 Icons Graphic elementsIcon paletteThese icons comprise TV Licensing’score icon palette. Inspired by thesymbol in the brand logo, each iconconsists of a roundel and a symbol.Designed using a simple, universalvisual language, icons cross verballanguage barriers and communicateat every level of literacy.As our communications are ofteninformation-rich, they are a simple,functional and direct way of signpostingmessaging, simplifying thecustomer’s scan path and drawingattention to calls-to-action.Icons can be used at a large scale, forexample, highlighting ‘information’ onthe cover of a leaflet; or at a smallerscale, for example, when prioritising‘ways to pay’ on the website.Each icon may be used to signpostdifferent messages in differentcommunications. However, in anyone communication, the icon mustbe consistently used to signpost thesame message.For example, if in a letter, you usethe question mark icon to signpost‘Any questions?’, any further use ofthat icon should refer to questions.Meanwhile, on the website, if you usethe question mark icon to signpost‘Check if you need a licence’, it mustbe used consistently to support thataction.Borrowed from digital enablingbrands in the mobile and mediasectors, icons suggest choice, actionand control. So, it’s not surprisingthat they are used most effectivelyin online communications. In digitaladvertising, the website or even inpre-rolls, they can be activated as alive link which when clicked can takethe customer to the next relevantpage in their user journey.An important note on thirdparty logosDue to trademark restrictions, theDirect Debit and PayPoint logosshould only be used as shown. Theyshould never be placed in a roundel.They should be reproduced in blackor reversed out of a colour in white.(For more information on using theDirect Debit and PayPoint logos oridentity, please refer to the relevantbrand guidelines.)Developing new iconsAs TV Licensing’s communicationsare developed, new icons can beprofessionally designed by the leadcreative agency. You should applyto the agency to create new icons,which will be approved by the BBC.Icons are not provided by the BBCas brand assets. Instead, the leadcreative agency can provide you withthe existing icons.Calls to actionFind outmoreinformationWays to payAn iconRoundel:The thickness isequivalent to thethickness of theTV Licensing’s logosymbol.Buy or renew Get help Update yourcontact detailsOnline Post CallDirect DebitMedia andcommunityPayPointKeep simple withcomprehension-critical detail.Use solid blocks of colour.


2.13 Sizing icons Graphic elementsIcon sizeIcons can be used at different scales:1. Large scaleFor example, to highlight‘Information’ on the cover ofa leaflet.2. Small scaleFor example, when prioritising‘Ways to pay’ on the website orprint.Maximum size45mmIcons should maintain the sameproportions at every scale – neverstretch the dimensions of an icon.How to get in touch.Visit our website at www.tvlicensing.co.ukMinimum size 7mmCall us on 0300 790 6086Write to us at Customer Services,TV Licensing, Bristol BS98 1TLIf you’re deaf, hard of hearing or speech impaired, you canuse our textphone facility by calling 0300 790 6050. Pleasehave your TV Licence number handy when you call.


2.14 Watermark Graphic elementsThe watermark is derived fromTV Licensing’s logo symbol, whichis inspired by the ‘power’ button onall devices used to watch or recordtelevision.Its power lies in its use as amnemonic for the premise on whichthe TV Licence is based:’If you’re turning on, you’retuning in. If you’re tuning in,you need a TV Licence.’Watermark onwhite50% tint of solidcolour.DD long term payment planPayments due * :3 Nov 2011 = £12.123 Dec 2011 = £12.123 Jan 2011 = £12.123 Feb 2011 = £12.123 Mar 2011 = £12.123 Apr 2011 = £12.123 May 2011= £12.12Payments in theThe TV Licensing watermarkshould only be used as a tint in thebackground of offline communicationsto:• Reinforce the relationship witha customer through therecognition of it on regularcustomer communications, forexample, on the envelope ofdirect mail.• Reinforce the impression of anauthentic official document byusing it as a background, forexample, on the TV Licence.The watermark can be used in anycolour from the TV Licensing colourpalette. The tint values described onthis page provide a suitable balanceof contrast.Never use the watermark in onlinecommunications.Elements on this pageare actual size.Watermark ontint50% tint of solidcolour.Backround tint 30%of solid colour.Maximum size ofwatermark is:67mm.DD long term letterand white receiversYour over 75 TV Liocument for the three year period frome entitles you to:s television receivers to be installed and used at thce conditions (to find out more, turn over).behalf of the BBC by TV Licensing.67 mmWatermark onenvelope30% tint of black.Maximum heighton envelope is28mm.28 mm


Imagery2.15 IllustrationsImageryAs a public service organisation,TV Licensing needs to be inclusiveof everyone. So it uses illustrativeand photographic imagery withrelevance, meaning and appealto different age groups, genders,regions, income levels, literacylevels and cultures.Illustrations are inspired byTV Licensing’s icons to create anownable illustrative style. They shouldbe clean and functional, suggestingsimplicity and ease. The content ofeach should visualise the message.They should always show objects notpeople.Illustrations are most often used asline drawings in flat colour. They maybe circumscribed within a roundel andmay even be animated as messagingunfolds in story form, for example, inonline pre-rolls. They should alwaysbe created by a professional illustrator.On rare occasions, 3D illustrationmay be used, for example, to createa scene which is inclusive andengaging, without depicting anyspecific demographics.


2.16 PhotographyImageryPhotography can be used to:• Highlight key messages inthe copy.• Reinforce the brand’s focus onthe customer.• Evidence the inevitability ofenforcement divisions ‘in yourarea’.Photography should put the customerin the picture by being shot fromtheir point of view. At once personaland involving, they should nevershow people but rather the objectsor scenes that bring to life theproposition of the communication.Photographs are most often used ascut outs, cropped to work effectivelywithin the layout. Cropping addsinterest and focus.Photographs, on rare occasion, canalso be used as full bleed situationalshots.For greater usability, photographycan be mixed with illustration. Inonline communications, illustrationscan even be activated as a live link,which when clicked can take thecustomer to the next relevant pagein their user journey.Click here forstudent information


2.18 Messaging guidelines CopyMessaging guidelinesMessaging guidelines to be added onceBBC have reviewed and agreed content.


3 Customer experiences3.1 Overview3.2 Customer service3.3 Collections3.4 Enforcement


Customer experiences3.1 Overview Customer experiencesOverviewTo help us talk to the right peoplein the right way and get the rightresponse, we have identified three‘customer experiences’ and how wecan use our communications tools tocreate each.Enforcement1. Customer service – Enablethe payer to buy or renew theirTV Licence in the way that suitsthem best and continue to watchTV legally.Collections2. Collections – Enable the lapsedpayer to overcome the barriersthey face and pay as quickly aspossible.Customer service3. Enforcement – Enable theevader to stop the investigationby buying a TV Licence orprepare to face theconsequences of watching orrecording TV without one.Here’s how we can use ourcommunications tools and assets tocreate each of these experiences,facilitate the desired behaviour andcreate value for our brand:


3.2 Customer service Customer experiencesCustomer serviceCustomer service is the brandexperience we create for customerswho are currently licensed,unknowingly unlicensed or who don’tneed a licence. Any interaction withTV Licensing at this stage is servicebased.Our role is to highlight the benefitsof owning a TV Licence; enable themto buy, renew or move their licencein the way that suits them best; anddemonstrate that as an organisationwe’re committed to our customers.Some of the brand assets whichhelp us deliver a Customer serviceexperience are:• Trademark: Use primary logowherever media allows.• Tone of voice: Focus is on whatcustomers get for buying aTV Licence: a year’s worth ofTV, radio and online programmingand services. Be professional,personable and emphasiseour brand values of Clarity,Responsiveness and Efficiency.• Messaging: Use data to deliver themost personalised messaging wecan. Make information aboutpayment methods, frequently askedquestions and legalities simple.Make calls to action direct,compelling and quick to respond to.Use title in top right hand corner ofletter to flag expiry date.• Colour: Use our secondary coloursof bright, pale and mid green asthey have associations of warmth,personable, high-energy, serviceand contemporary.Word cloudsUse in green as anavigation in offline andonline communications.For example, envelopesand letter headlines.Use shades to prioritisemessaging.SignatoryAlways sign off from agenuine TV Licensingrepresentative with theappropriate customerservice title.IconsUse in green but onlywith good reason,whether to sign postmessaging, simplify thecustomer’s scan pathor draw attention tocalls-to-action.RoundelUse in green to drawattention to key licensinginformation or primarycall-to-action.£145.50Legal information, simplyMake it easy for peopleto understand thelegalities of a TV Licenceby avoiding jargon. Writeclearly, concisely andhonestly.


3.3 Collections Customer experiencesCollectionsCollections is the brand experiencewe create for those customers whoseTV Licence has expired and whomTV Licensing wants to motivate to renew.Our role is to remind them that it is alegal requirement to have a licence towatch or record television programmesas they’re being shown on TV; and helpthem overcome the barriers they faceto buying a licence; and get properlylicensed immediately. It may also benecessary to remind them about theconsequences of watching or recordingTV unlicensed.Word cloudsUse in blue and greyas a navigation aide inoffline communications,for example, envelopesand letter headlines.Use shades to prioritisemessaging.How to payAlways encouragecustomers to self serveonline by setting upa Direct Debit, whilstoffering them other quickand easy ways to get intouch too.Some of the brand assets which helpus deliver a Collections experience are:• Trademark: Use primary logowherever media allows.• Tone of voice: Focus is on helpingcustomers pay for their licence inthe way that’s quickest and easiestfor them so they stay on the rightside of the law. Be professional butshift emphasis onto our brand valueof Authoritative. Strike a balancebetween colloquial and empatheticand firm and urgent.IconsUse in blue but onlywith good reason,whether to signpostmessaging, simplify thecustomer’s scan path ordraw attention to calls-to-action.SignatoryAlways sign off froma genuine TV Licensingrepresentative with theappropriate collections title.• Messaging: Give priority to ‘Howto pay’ copy which empathises withproblems and outlines clear optionsto help the customer choose theirpayment channel and method, andpay immediately. Use title in topright hand corner of letter to flag‘Renewal overdue’.• Colour: Use our core colours ofbright, pale and dark blue as theyhave associations of official,authoritative, fair, cool and systematic.RoundelUse in blue, black orred depending onurgency of thecommunication andimminence of theconsequences.£145.50


3.4 Enforcement Customer experiencesEnforcementEnforcement is the brand experiencewe create for those who have beenunlicensed for more than xxxxxxxx.Our role is to enable them to either:– Tell us they don’t need a licence sowe can update our records; or– If they do need a licence, buy oneand stop any further investigation orprepare to face the consequences ofbreaking the law.5mmSome of the brand assets which helpus deliver an Enforcement experienceare:YOU ARE HEREBY GIVEN OFFICIAL NOTICE:• Trademark: Use primary logowherever media allows.• Tone of voice: Focus is on helpingpeople get back on the right sideof the law and stop any investigationunderway by buying a TV Licenceimmediately. Emphasising ourbrand value of Authoritative, usethe brand’s authority in a way that’sappropriate and proportionate. Don’tbe aggressive, threatening or assumeguilt. Instead be firm but fair, givingthem the information they need todo the right thing.• Messaging: Give priority to ‘Theconsequences of watching orrecording TV illegally’ copy. Outlineclearly how the customer can actin accordance with the law and getproperly licensed. Use title in topright hand corner of letter to flagstage of enforcement process.• Colour: Use our core colour blackand secondary colour red as theyhave associations of being important,urgent, official and requiringimmediate action.SignatoryAlways sign off froma genuine TV Licensingrepresentative with theappropriate enforcementtitle.BandingYou can use red or blackbanding to show that theletter has become moreofficial, legal and urgent.RoundelUse in red to signalclear escalation.£145.50Double-window envelopeAn example of creativeproblem solving is thedouble-window envelope.The design creates animmediate sense oflegality and importance.However, its use costsmore than the standardTV Licensing ‘UndersizedDL’ envelopes and needsBBC approval.Production tips:• The headline shouldnever reveal personalinformation or suggestthe person’s brokenthe law.• ‘The tap test’: Tap theenvelope on a table tomake sure the headlineis still visible throughthe window as theletter shifts aroundinside the envelope.


4 ApplicationsThe following pages featureexamples which showcase howthe brand guidelines have beenapplied to create our brandcollateral. As TV Licensing is anevolving brand, however, theseare not presented as rules.Rather, they offer guidance onhow to express the brand withuseful keys and annotations.OfflineBase stationery4.1 Envelopes4.2 Alignment on envelopes4.3 Letters4.4 Letter specifications – front4.5 Letter specifications – reverse4.6 InsertsOnline4.7 Website4.8.1 Banner ads4.8.2 Banner ads4.8.3 Banner ads4.9 Pre-rolls4.10 Emails4.11 SMS/MMS4.12 TV trails


Base stationery4.1 Envelopes OfflineElements key:Customer service• Use the black one-colour logo.• Use a word cloud or a headline.• Use the ‘Home mover’ message in thewindow in Pantone 382C green.• Use the ‘Home mover’ message inwindow – Pantone 382C green.• Choose a white or manilla envelope.Customer service: Reminder 1XX/XX-XXXXXX/XXXXXX:XXX-XXXXXXMr A B Sample1 Sample RoadSampletownSampleshireAB1 2CDCollections• Use the black one-colour logo.• Use a word cloud or a headline.• Choose either ‘Home mover’ or‘Reminder’ message in window inPantone 7417C red or black.• Choose a white or manilla envelope.Collections: Churn 1 Enforcement: Home mover 3Enforcement• Use the black one-colour logo.• Use a headline, never a word cloud.• Choose either ‘Home mover’ or‘Reminder’ message in window inPantone 7417C red or black.• Choose a white or manilla envelope.ReminderYour TV Licence has expired.Please renew it atwww.tvlicensing.co.uk/renew


4.2 Alignment on envelopes OfflineFor consistency, always follow theseguidelines for aligning elements onenvelopes.Customer service: Reminder 1XX/XX-XXXXXX/XXXXXX:XXX-XXXXXXMr A B Sample1 Sample RoadSampletownSampleshireAB1 2CDBottom of word cloud isaligned with bottom oflogo’s bounding box.Collections: Churn 1ReminderYour TV Licence has expired.Please renew it atwww.tvlicensing.co.uk/renewLogo is alignedwith right edge ofmail logo.Bottom of call-to-actionis aligned with bottom oflogo’s bounding box.


4.3 LettersOfflineElements key:Customer service• Use the primary logo. (If you need touse a one-colour logo, use black.)• Use a word cloud or a headline.• Use icons in Pantone 382 C green.• Use roundel in Pantone 382 C green.• Use appropriate signatory.• If appropriate, use thePayPoint and postal payment slip.Customer service: Reminder 1 Collections: Home mover 1 Enforcement: LegalCollections• Use the primary logo. (If you need touse a one-colour logo, use black.)• Use a word cloud or a headline.• Use icons in Pantone 382 C blue.• Use roundel in Pantone 382 C blue,Pantone 7417C red, or black.• Use appropriate signatory.• If appropriate, use thePayPoint and postal payment slip.Enforcement• Use the primary logo. (If you needto use a one-colour logo, use Pantone7417C red or black.)• Use a headline, never a word cloud.• If appropriate, use a roundel inPantone 7417C red.• If appropriate, use banding inPantone 7417C red or black.• Use appropriate signatory.


4.4 Letter specifications – frontOfflineTo make branding consistent on allletters, art-workers should alwaysfollow these design specifications.Design specifications(See 4.3 Letters for Elements key.)Address text is 9pton 10pt leading.Headline is max14pt, min 12ptand centered.Icon text is 8pt,and should beconsistent in spacingfrom base of iconto top of text on allicons.Body copy textbox verticallyaligns with righthand side of logobounding box.Body copy texttext is 9pt on 10ptleading.Roundel text ismax 12pt, min10pt.Sub head textis 10pt on 11ptleading.Copy must neverfall on fold line.


4.5 Letter specifications – reverseOfflineTo make branding consistent on allletters, art-workers should alwaysfollow these design specifications.Reverse of letterElements key:Customer service• Use two-colour headlines in Pantone382 C green and black.• Use icons in Pantone 382 C green.• Choose a form to fit purpose of letterif needed.Box is 0.75pt witha corner radius of2mm.Headline text.Black is 13pt,green is 17pt.Collections• Use two-colour headlines in Pantone382 C blue and black.• Use icons in Pantone 382 C blue.• Choose a form to fit purpose of letterif needed.Body copy textis 8.5pt on 11ptleading.Enforcement• Use two-colour headlines in Pantone7417C red and black.• Use icons in Pantone 7417C red.• Choose a form to fit purpose of letterif needed.Visually impairedtext is 13pt on14pt leading.Min 12pt on 13ptleading.Form text is 7.5pton 9pt leading.Tint is 30% ofPantone 382 C.


4.7 Website OnlineOur website is an online destinationwhere people can pay for a licence,update their details, check if theyneed a licence, find information, orcontact us.HomepageAs a public service organisation, it’simportant to us that everyone in the UKcan use the website. So, for people whospeak English as a second language,the website has been translated into 16different languages.Elements key:Customer service• Use the primary logo.• Use headlines, never word clouds.• If appropriate, use the following inRGB:193, 216, 47 green:- Icons- Roundels• If appropriate, use:- An illustration (in RGB: 193,216, 47 green); or- An animation; or- Photography.• Static or rich media display ads maybe included.


4.8.1 Banner ads OnlineTo make branding consistent acrossbanner ads, designers should alwaysfollow these specifications.300x250 – MPU (Mid Page Unit/Medium Rectangle)MPU 300x250Elements key:Customer service• Use the primary logo.• Use Verdana Bold.• If appropriate, use the following inRGB:193, 216, 47 green:- Icons- Roundels• If appropriate, use:- An illustration (in RGB: 193,216, 47 green); or- An animation; or- Photography.• If appropriate, use animated doublearrowsas a clickable call-to-action ingreen.Elements on this pageare actual size.Verdana 14px boldCentre aligned textLogo 170px wideRoundel 165px wide15px radius curved edge keylineCentral placement logoLogo only visible on endframeLine height +3pxVerdana 14px boldCentre aligned textSquare button 125x125Icon animation should always fitwithin the roundel. The roundelitself should never be animated.Call-to-actionAll calls-to-action are shown bythe animated double-arrow. Thismeans you don’t need a full stop.Equilateral triangle. Size to matchtext height. Green hex #c1d82f.Verdana 11px boldLeft aligned textRoundel 84px wide10px radius curved edge keylineLogo 100px wideBottom placement logoLogo visible on endframeLine height +4px


4.8.2 Banner ads OnlineElements key:Customer service• Use the primary logo.• Use Verdana Bold.• If appropriate, use the following inRGB:193, 216, 47 green:- Icons- Roundels• If appropriate, use:- An illustration (in RGB: 193,216, 47 green); or- An animation; or- Photography.• Use animated double-arrows as aclickable call-to-action in green.Elements on this pageare actual size.Leaderboard 728x90Verdana 17px boldLeft aligned textRoundel 78px wide15px radius curved edge keylineLogo 170px wideRight-hand placement logoLogo only visible on endframeLine height +6pxFull banner 468x60Verdana 13px boldLeft aligned textRoundel 50px wide10px radius curved edge keylineLogo 118px wideRight-hand placement logoLogo only visible on endframeLine height +5pxHalf banner 234x60Verdana 13px boldLeft aligned textNo roundel10px radius curved edge keylineLine height +5pxLogo 150px wideCentral placement logoLogo visible on endframe


4.10 Emails OnlineCustomer service emailTo make branding consistent acrossdifferent media channels, the design ofemails should closely mirror how lettersare designed. However, there are somedifferences:• DesignDetail text isArial bold 12pt.TV Licensing [mailto:donotreply@tvlicensing.co.uk]Tuesday, 22th August 2011 11.59Jenny JonesThank you for getting in touchThe roundel should be positioned abovethe icons instead of below. Importantly,this means the call-to-action withinthe roundel can be seen straight away(rather than being hidden until a personscrolls down the page).Your record is now up to date.Headline text is20pt max, centered.• CopyThe privacy policy, unsubscribemessage and legal information shouldbe positioned at the bottom of theemail.Elements key:Roundel text ismax 13pt,auto-leading.22 pixels34 pixelsPlease let usknow if yourcircumstanceschangeBody copy text is12pt on 16 leading,aligned vertically withright hand side oflogo’s bounding box.Customer service• Use the primary logo.• Use a word cloud or a headline(no full stop).• If appropriate, use the following inRGB:193, 216, 47 green:- IconsIcon text is11pt Pantone 424Cunderlined but nottouching text.Click through is Pantone7470C blue, underlined, bold.Sub head text is 13ptbold.- Roundels• Use appropriate signatory.Collections• Use the primary logo.• Use a word cloud or a headline(no full stop).Footer text is 10pt,auto leading.• Use icons in RGB: 140, 184, 198 blue.• Use roundel in RGB: 140, 184, 198blue, RGB: 220, 80, 52 red, or black.• Use appropriate signatory.


4.11 SMS/MMSOnlineAs an enabling brand, we aim toservice people in ways that suit them.Using data, we understand that forsome that’s a quick text to remindthem how to get, or stay, licensed. Forsmart phone users, it also means theycan respond to reminders on-the-go.All text messages, whether SMS orMMS, should follow the copy anddesign guidelines. (See 2 Key brandelements.)Home mover MMSElements key:Customer service• Use the primary logo.• Use a headline.• Use Verdana Bold.• If appropriate, use the following inRGB:193, 216, 47 green:- Icons- Roundels


4.12 TV trailsOnlineAs a public service organisation, wecommunicate with every householdin the UK. TV trails are created tocommunicate key brand messages tothe public, for example, to encourageself-serve behaviours online, or to letpeople know about the different waysthey can pay for their TV Licence.TV trailElements key:Customer service• Use the primary logo.• Use a headline.• Use Verdana Bold.


5 Other audiences5.1 Students5.2 MOD5.3 Welsh5.4 Welsh logo5.5 Alternative Welsh logo colourways5.6 Foreign nationals5.7 Blind/sight impaired


Other audiences5.1 StudentsOther audiencesStudents are at a particular lifestage between childhood, when theirparents’ TV Licence covers them, andadulthood, when they move out oftheir parents’ home and need theirown licence.To introduce them to this new legalresponsibility, we have alwayscreated a bespoke Student campaign.Tone of voice is appropriate for ayounger audience, for example,comparing a licence to watch TV withthe licence to drive a car.Messaging refers to the wide rangeof devices on which they may beused to watching or recording TVprogrammes, for example, laptops,mobiles and games consoles.Design uses brand elements likeword clouds and icons to create aresponsive campaign which highlightsstudents’ choice, control and urgency.Media choice targets digital viewing,emphasising emails, banner ads,mobile texts and pre-rolls.ColourThe Students’ campaign uses a colourpalette developed from the brand’score and secondary colours. Thisensures each element cuts throughthe overload of bright, bold studentmedia both online and offline.Direct mail envelopeScreensaverEmail


5.2 MODOther audiencesYoung military recruits living inbarracks for the first time may notrealise that they need to buy theirown TV Licence.PosterTo introduce them to this new legalresponsibility, we have alwayscreated a bespoke MOD campaign.Tone of voice and messaging havethe clarity of the Students’ campaign,but with language familiar to amilitary culture.LeafletDesign and media choices resonatewith their institutional environment,for example, branded camouflageticket holder with a TV Licencereminder.


5.4 Welsh logoOther audiencesPrimary Welsh logoAs a trademark of TV Licensing, theWelsh logo is based on the primaryTV Licensing logo and should betreated with the same respect.In online communications, the Welshlogo should always be used.In offline communications, the Welshlogo should always be used by defaultwhenever production costs allow.Logo clearspaceA space equivalent to the heightof the ‘T’ must be left aroundall sides of the logo whereverpossible.Symbol – pale blue(or 50% tint dark blue if notprinting pale blue)Type – whiteBounding box – black + 50%tint blackOnly in exceptional circumstancesmay other colour variants be used.When considered imperative,use of colourway logos must beapproved by TV Licensing on thebasis of a rationale which providesa supporting case for effectiveness.(See 5.5 Alternative Welsh logocolourways.)Standard size on A4Minimum sizeAlways follow these clear space andsize guidelines.On standard communications,a logo size of 55mm wideshould be maintained whereverpossible.30mmDo not use the logo below30mm wide, or 100 pixels wide.55mmURL alignmentThe URL is to occupy an equalwidth to the TV Licensingwordmark.


5.5 Alternative Welsh logo colourwaysOther audiencesThese two colour variants may onlybe used in offline communications:1. When production budgets onlyallow one-colour printing; or2. When exceptional circumstancesrequire creative flexibility tooptimise effectiveness.Use of these logos needs to beapproved by TV Licensing on thebasis of a rationale which provides asupporting case.They should never be used for onlinecommunications.Welsh one-colour logo – blackWelsh one-colour logo – redThis one-colour logo shouldbe used when printing black.Symbol and type – whiteBounding box – black + 50%tint blackURL – blackThis one-colour logo shouldonly be used on enforcementcommunications.Symbol and type – whiteBounding box – red + 50%tint redURL – redWelsh one-colour logo – dark blueThis one-colour logo is to be usedwhen printing dark blue.Symbol and type – whiteBounding box – dark blue + 50% tintDark blueURL – dark blue


5.6 Foreign nationalsOther audiencesForeign nationals living in the UK maynot understand what a TV Licence is,when they need one or how to buyone.Hindi Polish UrduTo introduce them to their legalresponsibility, we create bespokecommunications for them.We are talking to people from diversecultural backgrounds, for whomEnglish may be a second or eventhird language. So the emphasisshould be on the brand values ofClarity and Authority.As copy is translated into lots ofdifferent languages, copy shouldfollow the guidelines in A noteon simplicity (see 2.19) withmessaging being short, succinctand easily actionable.Tone of voice should be empatheticto different financial circumstances,helping people overcome barriers topaying with step-by-step paymentoptions.Here, the brand’s icons palette iscritical in conveying informationvisually and crossing the languagedivides.


5.7 Blind/sight impairedOther audiencesTV Licensing is committed to makingour communications accessibleto all, including those with visualimpairments.We constantly review relevantcommunications to ensure they arecompliant with the Disability andDiscrimination Act.So when developing communicationswhere a high proportion of thosereading are likely to be elderly orvisually impaired, the guidancegiven here from the RNIB should befollowed. Or to find out more, visitwww.rnib.org.uk.LetterEmailTypeAvoid small type sizes – a point sizeof at least 12 should be used.Avoid large amounts of capitalisedtext.ColourFor emails, the correct green to useis: Bright green Pantone382C green.Leaflet


For further information please contact:Rob CannonMarketing Communications and OperationsManagerBBC TV LicensingRoom 4436White City Building201 Wood LaneLondon W12 7TQTelephone – 020 875 24268Email – Rob.Cannon@bbc.co.uk

Similar magazines