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the /adj /& adv //called the definite article //Serving to describe as unique/Best known or entitled to name/cv /n /pl /curricula vitae Abbr /CV //Latin curriculum vtae / the race of life /curriculum /course + vtae /genitive of vta / life /

A1 Mobilkom/ ContextReposition A1 and defend its position as a premium brand while emotionalising theconsumer experience. The specific tasks were to develop the A1 logo and to createa brand language that extends across all brand consumer and business touchpoints./ SolutionThe idea of ‘Success’ evolved as the brand positioning based on the premiumnature of the brand. Success or ‘what does success mean to you?’ is malleableand allowed us to apply and interpret it in many different ways depending on thecustomer segment. Likewise the logo and brand colours are uniquely ownablein the Austrian telecoms market. Creating unique brand mnemonics to accompanythe logo and emotionalise the experience, provided a distinctive look. The fontPlume forms the basis of a strong, but emotional typeface, which evolved into othercustom made fonts to provide personality and cut through for the brand./ ResultThe new distictive brand launched in February 2008 and raised the design baragainst new and existing competitors in the market. Now both the client andadvertising agency are thrilled with the result.

Amplifon/ ContextAmplifon are an international hearing aid retailer, operating at the premium end ofthe market, with their core audience over 50 years of age. They needed to rebrandand refocus their operations for two reasons: to unify the network under one corebrand (there are currently many local brands) and to develop a robust positioning thatenables them to go to market confidently against increasingly aggressive competitors./ SolutionThe brand idea and proposition is based on the idea of ‘Bringing sound to life’, whichwe have used to bring the idea alive across all touch points including the new logoand especially in the photography, where we introduced simple ideas like the soundsof splashing rain, music and the rustling of leaves. It is a rich visual territory./ ResultThe first pilot campaign was actioned by their Dutch company: Beter Horen, andreceived a strong initial sales upswing of 22% following a direct marketing campaign.Other territories are robustly buying into the brand idea and identity, including USA,which is in the process of migrating the brand into its market.

Atkins Global/ ContextAtkins is a global organisation communicating with diverse audiences fromsurveyors to architects, local authorities to national governments. Over timetheir distictive brand became fragmented as the components had not beenorganised into a marketing system, and approaches to photography, segmentationand application of the logo were missing. There became a growing need tocommunicate consistently and efficiently while supporting the brand positioning.A communication system was required to bring the brand alive, and offer a meansfor the in-house designers to align their applications./ SolutionA unique communications system was formulated that interpreted the existingbrand components, expanded on the gaps and imposed a sense of order andconsistency. In short a clear and systematic brand language was developedand applied to multiple communication touchpoints and used to distinguishvarious department sectors, such as architects and engineers. A kaleidoscopeof graphic shapes and patterns was created along a continuum that allowed thecore shapes to work for Atkins, but used the colour and tonality to work for thedivisions. The benefit of the kaleidoscope was to make application simple andconsistent for all levels of designer to use and retain continuity. Followingfrom the Kaleidoscope we defined detailed Brand Guidelines for Communication,Imagery and Moving Imagery./ ResultCommunications are now globally consistent across all channels andtouchpoints. The in-house teams can deliver powerful design applicationseasily and much more efficiently and the brand look and positioning enjoysgreater continuity in all territories.

Atkins Brand GuidelinesRelease 4, April 20092.3 KaleidoscopesThe Master KaleidoscopesApplying the Master KaleidoscopePrimarily the Kaleidoscope is applied in closely croppedformats. Sections of the Kaleidoscope are freely framedby the designer to provide fresh and dynamic layouts.Creating a Master Kaleidoscope crop1. Lay out your designFirst lay out photography and typographyby accurately aligning it to the Atkins grid.(See section 5.0)2. Create an impactful cropSelect and frame a section of the Kaleidoscopeversion. The chosen crop of coloured shapes mustnot appear too complex. Aim to create impact andappeal. Please see examples as a guide.3. Use white spaceThe layout must always appear fresh and accessible.To help achieve this, at least one third of your finallayout must be white space. Look carefully at theshapes made by the white space, they are just asimportant as the coloured forms.4. Make small adjustmentsSmall adjustments to the coloured shapessuch as rotating, altering opacity, or deletingmay be made.1 2 3 45 61534062Atkins Brand Guidelines. Release 4, April 20092

Atkins Brand Guidelines. Release 4, April 2009Lorem ipsum dolor sit amet,consetetur sadipscing elitr, seddiam nonumy eirmod temporinvidunt ut labore et doloremagna aliquyam erat, seddiam voluptua. At vero eos etaccusam et justo duo doloreset ea rebum. Stet clita kasdgubergren.Diam nonumy eirmod temporinvidunt ut labore et doloremagna aliquyam erat, sed diamvoluptua. Lorem ipsum dolor sitamet, consetetur sadipscing elitr,sed Lorem ipsum dolor sit amet,consetetur sadipscing elitr, sedLorem ipsum dolor sit amet,consetetur sadipscing elitr, seddiam nonumy eirmod temporinvidunt ut labore et dolore magnaaliquyam erat, sed diam voluptua.At vero eos et accusam etjusto duo dolores et ea rebum.Stet clita kasd gubergren.Atkins Brand Guidelines. Release 4, April 2009Atkins Brand Guidelines. Release 4, April 2009Lorem ipsum dolor sit amet,consetetur sadipscing elitr,sed diam nonumy eirmodtempor invidunt ut labore etdolore magna aliquyam erat,sed diam voluptua. At veroeos et accusam et justo duodolores et ea rebum. Stet clitakasd gubergren.Lorem ipsum dolor sit amet,consetetur sadipscing elitr, seddiam nonumy eirmod temporinvidunt ut labore et doloremagna aliquyam erat, seddiam voluptua.Lorem ipsum dolor sit amet,consetetur sadipscing elitr,sed diam nonumy eirmodtempor invidunt ut labore etdolore magna aliquyam erat,sed diam voluptua.Lorem ipsum dolor sit amet,consetetur sadipscing elitr,sed diam nonumy eirmod.Atkins Brand Guidelines. Release 4, April 20096.9 ApplicationsAtkins Brand Guidelines. Release 4, April 2009ContentsAtkins Brand GuidelinesRelease 4, April 20091.0 Toolkit1.1 Atkins logo1.2 Colour palette1.3 Typography1.4 Strapline2.0 Kaleidoscopes2.1 The Atkins Kaleidoscope introduction2.2 The Atkins Kaleidoscope overview2.3 The Master Kaleidoscopes2.4 Secondary and Tertiary Kaleidoscopes for use on internal layouts2.5 Secondary Kaleidoscope options for use on internal layouts2.6 Tertiary Kaleidoscope options for use on section dividers and advertisements3.0 Imagery3.1 Photography and renderings3.2 Cropping images4.0 Graphic Devices4.1 Text Device4.2 Graphic Device: The Clever Box5.0 Grids and typography5.1 Master grids and logo application5.2 Double page spread grids5.3 Secondary grids and logo application5.4 Secondary double page spread grids5.5 Typographic style sheet5.6 Basic typographic layout – advertisements5.7 Basic typographic layout – literature front covers6.0 Applications6.1 Step by step guide to brand applications6.2 Cover examples6.3 Internal layout examples6.4 Text heavy internal layout examples6.5 Section dividers examples6.6 Advertising examples6.7 PowerPoint templates6.8 Email signatures6.9 Document overview6.10 Checklist6.11 Do not examples7.0 Further information and contacts2.0 Kaleidoscopes4.2 Graphic DevicesGraphic Device:The Clever Box4.1 Graphic DevicesText DeviceDocument overviewCoverwithout imageryCoverwith support imagerySection dividerInternal layoutwithout imageryInternal layoutwith dominant imageryThe Clever Box allows you to visually highlightAtkins’ key contribution to a project. Anopportunity to focus on what we do, howwe do it, and why.Place a clear 0.5pt outlined box over the relevantarea on an image. A succinct description ofcontribution to the project is typeset within thebox. The box always extends beyond the buildingfeature, see examples. Use white, grey or blackfor the outline to ensure maximum legibility.The Clever Box can extend across multiplecolumn widths and can also be used portrait.It should always sit on the grid. The Clever Boxmay only sit within the image area when on fullbleed applications.No more than two Clever Boxes should be usedon an A4 page but more can be used on largerapplications such as exhibition stands.A full specification of how to create and positionthe box is provided below.The Clever Box is not intended to be used toprovide an area for the image caption. It shouldbe applied to highlight or suggest the clever bit,not literally outline it.Headline/propositionKey messageLorem ipsumAt veroeos dolorConsetetur sadipscing>The Text Device ‘>’ has been designed to highlightkey text information. It is inspired by the distinctiveAtkins ‘A’, and creates a subtle visual link withthe logo. Its use is optional.Place it after your key message (never in body copy) –for instance beneath an introductory paragraph asshown on the example opposite. The forward pointingarrow encourages the reader to read on.The device is set in Frutiger in the same typesize andweight as the preceding paragraph and should onlybe used once on a page.Please note that the text device should neverbe used as bullet points.Key messageLorem ipsumAt veroeos dolorConsetetursadipscing>Headline/propositionFront / back coverInternal layoutSection dividerwith imageryInternal layoutLandscapeNote:Clever Box can beused in portrait too1 Column2 Column 3 Column436

2.4 Photography – timingAtkins Brand Imagery Guidelines. Release 1, 2010Atkins Brand Imagery Guidelines. Release 1, 2010Atkins Brand Imagery Guidelines. Release 1, 2010R57 G74 B88R21 G101 B112Atkins Brand Imagery Guidelines. Release 1, 2010Atkins Brand Imagery Guidelines. Release 1, 2010R170 G163 B142R0 G152 B219R190 G214 B0Imagery Guidelines20102.3 CGIComplex CGI rendering2.3 CGIPeople – genericWhen rendering finished Atkins CGIprojects, always follow the guidance below:• Make the building look heroic by usinga low angle.• Get up close to add dynamism.• Look for angles and simple, bold, graphicshapes to add drama and a sense of scale.• Aim to achieve the 2/3, 1/3 composition.Daytime• Simulate lighting conditions with the sunlow in the sky.• Aim to include the sun just in frameor just clipping the building.• Include a deep blue sky where possible.Twilight• Simulate lighting conditions of twilight,just before sunset.• Ensure images are colour balancedcorrectly.Night time• Colour balance the render to havea rich blue tonality.Figures give our projects a sense of scale andcan also be used to show cultural differences.They can be used in 5 different Atkinscolours as shown below. Please choosea colour appropriate to your image andan opacity between 40-90%, as shownopposite. This will minimise the impactof the figure and put the focus of attentionon the image.It is advisable to contact the project directorbefore retouching CGI.Colour setPANTONE® 7546CC71 M43 Y23 K63PANTONE® 5473CC86 M20 Y32 K53PANTONE® 7536CC11 M13 Y30 K32PANTONE® 2925CC85 M21 Y0 K0PANTONE® 382CC34 M0 Y100 K0Daytime2.4 Photography – timingNight time2.4 Photography – timingTwilightWhen photographing or selecting imagesof Atkins’ iconic projects, always follow theguidance belowto ensure your photography shows off the“wow factor” of the project.Commissioning photography• Shoot in the morning (just after the goldenhour) or in the afternoon (the hour beforethe golden hour) when the sun is low in thesky. The golden hour is the first and lasthour of sunlight during the day.• Aim to capture the sun just in frameor just as it clips the subject.• Shoot the project against a deep blue skywhen possible using a polarizing filter.• Make the subject look heroic by usinga low camera angle.• Get up close to add dynamism.• Make sure you capture details of the subject.Please see section 2.8 Photography.• Look for angles and simple graphic shapesto add drama and a sense of scale to a shot.• Aim to achieve the 2/3, 1/3 composition,i.e. 2/3 of the image should be taken upby the subject and 1/3 sky.When photographing or selecting imagesof Atkins’ iconic projects, always followthe guidance below to ensure yourphotography shows off the “wow factor”of the project.Commissioning photography• If you can’t shoot in good strong daylightor twilight then shoot at night.• Make the shot look heroic by usinga low camera angle.• Get up close to add dynamism.• Look for angles and simple shapes toadd drama and a sense of scale to a shot.• Aim to achieve the 2/3, 1/3 composition.When photographing or selecting imagesof Atkins’ iconic projects, always follow theguidance below to ensure your photographyshows off the “wow factor” of the project.Commissioning photography• Shoot in the evening after the sun sets.• Make the subject look heroic by usinga low camera angle.• Get up close to add dynamism.• Look for angles and simple, bold, graphicshapes to add drama and a sense of scaleto a shot.• Aim to achieve the 2/3, 1/3 composition.Selecting photographyWhen selecting from existing imageryof projects shot in twilight, select shots witha low camera angle, look for angles andsimple, bold, graphic shapes and try to findimages that use the 2/3, 1/3 rule.RetouchingEnhance the blue sky and crop images toadd to the sense of drama. Images can alsobe cropped to ensure the 2/3, 1/3 rule isachieved.In the post production process, it is advisableto intensify the contrast of the image toensure it is impactful.

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Brain Tumour UK/ ContextBrain Tumour UK (BTUK) is a charity which provides hope and inspiration to anyonewhose life has been affected by a brain tumour. They are the biggest, most authoritativeand most innovative brain tumour charity in the UK. They provide vital support toanyone affected by a brain tumour and fund scientific research into the causes ofbrain tumours and new therapies to defeat them. They help provide the best possiblesupport for people affected by brain tumours and help raise awareness of brain tumoursacross the UK. The charity wanted to be seen as leading edge, innovative and as doingthings differently by being a comprehensive, one-stop-shop for anyone affected bya brain tumour./ SolutionThe brand became informative, calm, open and caring to help create a balancebetween professional and human. A distinctive look was created to give BTUK anarrative about their organisation. An identity was formulated and a brand languageused around colourful watercolour ‘splashes’ to portray the qualities and the moodsa sufferer undergoes. The colours could then be used for the sub brands for thedifferent product offers: Awareness, Research and Support. Watercolour filters werealso used to bring a consistant look and feel across all photography./ ResultThrough creating a distinctive identity and refreshed communications, we have helpedto raise awareness of the charity and significantly increased emotional engagementand motivation within the core team, which will ultimately help more people to get thevital support they need. We have received excellent feedback and continue to providesupport to the charity.

Date 29/03/2010 Release 2.6Issue 01Winter 2010Don’t miss...Our lorperi lismod tatet velendiamconse quismodolore con henismodolore magnibh essequam, qui tinitiureetu msandionse veraes.braintumouruk.org.ukCaption – Qui blamquamcon henit vullan ventvulput alit praestr.Page 00Issue 02Winter 2010Qui blam quamcon henit vullan ventvulput alit praestrud essequam zzrit, convel eu faccum diat augait vero ex elit utet,quamet nis acilla feugait utetum euisitand the luptat.Sub head style only – Dolor peripsum verat and dit praessi llaoreetumynulla adionsenim alisiscidunt velit aliquiblan eummodo luptatue dolorper aut ilutatin henisl in el ullandip ese eugiamconsequamet ad tat, consequisim nibh.Min venis nissenit eum dionsederit am, volorperci tet, consequ ismododio dolore doluptat, ipit laoree tum nullaadionsenim alisiscidunt velit aliquiblan eummodo nissenit eum.Caption – Qui blamquamcon henit vullanvent vulput alitpraestrud essequamzzrit, con vel euSub head style onlyMin venis nissenit eum dionsed eritam, volorperci tet, consequ ismodo diodolore doluptat, sectetuer alis alit admagna am quat ipis nos euipisi sciduisnibh eu feugueriure dolendr eetummoPut la feui erosto dui bla aut velit, quis lobore facilla consenibh eugait aditeraessent exercilit augiamconsed tat wis exero conse del irit deliquis nos num eaamet adit, commy nullamcommy niing am vent iustrud tin venissent prat, corerostie con vercilisinit velis nim dolobor alismod olortingexero erci eugue feu feugait num doloremdolore conummodit alisl in ullaorting esedolobor u feugait num dolore.Page 00Brand Gu idelinesContents1.09 Sub identities colour – variationsContentsSub identity colour variations:AwarenessSupportFundraising andResearchIntroduction1.00 –Identity1.01 – Logomark1.02 – Typographic mark1.03 –Master identity1.04 – Master identity reversed1.05 – Size options1.06 – Alternative lockup1.07 – Clear zones1.08 – Identity usage on imagery1.09 – Sub Identities – Colour variations1.10 – 5 Colour Identity (Spot)1.11 – 5 Colour Sub Identities (Spot)1.12 – Mono and Greyscale Identity1.13 – Mono and Greyscale Identity – Alternative lockup1.14 – Greyscale Identity reversed2.00 – The toolkit2.01 – Colour palette2.02 – Typography2.03 – Photography treatment – Well chosen images2.04 – Photography treatment – Do nots2.05 – Photography treatment – Before you begin2.06 – Photography treatment – Two routes2.07 – Photography treatment – Route A2.08 – Photography treatment – Route B2.09 – Watercolour spills2.10 – Watercolour spills – overview3.00 – Grids and layouts3.01 – A4 Portrait and Landscape Grid3.02 – A5 Portrait and Landscape Grid3.03 – DL Portrait and Landscape Grid3.04 – Typographic style sheet3.05 – Grid examples4.00 – Applications4.01 – Business card and Compliment slip4.02 – Letterhead4.03 –A4 folder4.04 – A4 information sheet4.05 – Newsletter template4.06 – E–bulletin template4.07 – Website4.08 – Powerpoint4.09 – Pop–up banner4.10 – Pop–up display4.11 – Application overviewSub identities have been producedto help refresh the brand at a laterstage. The sub identities will comeinto action once the master identityhas been launched for over 1 year.Always use the appropriatecolour identity for your relevantapplication or activity.SupportResearchAwarenessFundrasing2.09 Watercolour spillsContents3.05 Grid examplesContents4.07 WebsiteContentsA_Spill__General_CMYK.tiffThe watercolour spills have been developedas a graphic device to add vibrancy anddynamism to our brand.The spills have been created to adda human touch across the brand.The colours represent a full range ofemotions one may feel if you have orare associated with someone whohas a brain tumour.All spill are provided in the full colourgradient and also in all of the coresub brand colours. See Applicationssection for usage.Note: all spills are provided withreverse gradient and provided inCMYK as .tiff files.A_Spill__support_CMYK.tiffA_Spill__research_CMYK.tiffThese examples show how the grid providesthe foundation for a variety of bold, brightand easy-to-follow communications.Ta r g e tWelcomeJump to it – ad eriliscinim ea alis alit auguero odiamdolesto consenis et lorem vel dolobor susto od magnisi blaconsequatet lore conullaor sed ea.Jump to it– in Brain TumourAwareness MonthEx ex er am, conulla feum atio dolorper ipsum veratdit praessi el ipit laoreetummy nulla adionsenimalisiscidunt velit aliqui blan eummodo luptatuedolorper aut il utatin henisl in el ullandip ese eugiamconsequamet ad tat, consequisim nibh ea augiam zzriling ex essi. Put la feui erosto dui bla aut velit, quiseraessent exercilit augiamconsed tat wis amet adit,commy nullamcommy nim ing erostie con vercilisnibh eu.Heading style qui blamquamcon henit vullan ventvulput £9,282.50!Sub head style – Qui blam quamcon henit vullan vent vulputalit put la feui erosto dui bla aut, pit aliqui tisis nis ad eriliscinim ea alisalit auguero odiam dolesto consenis et lorem vel dolobor susto odmagnisi bla consequatet lore conullaor.Pull out quote or key factQui blam quamcon henit vullan ventvulput alit and praestrud essequamzrit con vel eu.We deliver our message through all mediawith intelligence and simplicity. This is particularlyrelevant to our website communication.The attention span of our busyaudience will be limited when viewingon-screen communications, so alwayskeep our message direct, clean andsuccinct. Our web designs use simple,accessible typography supported bybright, engaging and relevant imagery.Easy navigation and the wholerange of services is executed on alllevels.A_Spill__awareness_CMYK.tiffFacil ipsumsan et vullut la conse feuisl ipissemin ea alit venis nit, qui blam quamcon henit vullanvent vulput alit praestrud essequam zzrit, con vel eufaccum diat augait vero ex elit utet, quamet nis acillafeugait utetum euisit luptat. Min venis nissenit eumdionsed erit am, volorperci tet, consequ ismodo diodolore doluptat, sectetuer alis alit ad magna am quatipis nos euipisi sciduis nibh eu feugueriure dolendreetummo lobore facilla .A_Spill__fundraising_CMYK.tiff

Maitland/ ContextMaitland are an International wealth management and business services firm whichoperates a unique business model that integrates the firm’s cross-border expertisein legal advisory, trust and corporate, asset management and fund services. Followinga period of growth, Maitland has consolidated a number of acquired businessesunder an umbrella brand and refined its market positioning. Therefore, Maitland neededa new Brand that would be timeless and that could be applied effortlessly across allexecutions and applications. The objective of the brand redesign project was to captureand reflect the essence of the brand as Maitland moved from being a company definedand characterised by the personalities of a core group of individuals to a companywith a defined vision, cogent values and shared principles embraced by everyone./ SolutionThe creative aspects of the corporate identity had to reflect what were definedas Maitland hallmarks: challengers of conventional thinking and long-termclient relationships. Surprising visual metaphors were introduced to highlight thesehallmarks and were backed up with a unique tone of voice and copy structurethat is reassuring, accessible, incisive and intriguing./ ResultThe new identity has been rolled out across all collateral and an internal campaignhas been launched to promote understanding of Maitland’s values. The foundingpartners, staff and clients were very much a part of the process and consequentlythe work was very well received by staff and clients, both the youngerand older generation.

T-Mobile/ ContextT Mobile has grown rapidly as a Pan European mobile phone brand. This growth hasdriven a need for an evolved graphic approach to hard sell communication. A newadvertsing campaign had been launched based on the brand idea of ‘Life is for sharing’and T-Mobile needed to find a way of incorporating the brand idea into the harderproduct communications and run concurrently across print, TV and screen. The evolvedbrand language needed to work within the context of the existing identity componentsbut also be emotionally engaging, whilst being flexible enough for a wide array of pressads including: tactical, offers, handsets and tariffs./ SolutionSaatchi & Saatchi Design produced a cost effective and more versatile toolkit thatcould be used instead of photography, particularly for the Austrian, Czeck Republic,Slovakian and German market, as the target audience here are regularly subject to hardsell platforms. The evolved look was based on ‘real life’ to be able to work alongsideexisting campaigns but could be controlled within a studio environment./ ResultThe new brand toolkit and design was complete in 3 months and now acts as theinternal guide for how the brand thinks and looks outside photography. T-Mobileare delighted with the result and the new graphic approach is being rolled out acrossEurope. Production costs for advertising have been slashed and the toolkit providesa new and fresh look across the network.

Guideline for Hardsell Platform(HSP) images.00 | HSP imagesRelease 0.7 | Last revised: 25 February 2010The brand identity in ‘Life is for sharing’Hardsell Platform communications.The concept.The imagery is created using threedimensional paper cutouts.A consistent imagery style creates a powerful visual linkthroughout all ‘Life is for sharing’ HSP communications.Principles governing the content and style of the imageshave been defined in the context of the brand identity andBCP ‘Life is for sharing’ campaigns.The following pages offer a methodical explanation of thefundamental principles in creating these images.These principles cover:– A step-by-step guide to creating key imagery– Guides to producing stylistic variations– Use of colour– Weblinks and reference for creative inspirationEach key image communicatesa specific ‘Life is for sharing’message derived frm the BCPcampaign. To provide visualconsistency, tariffs and headlinesmay also be created usingthis style.The cut paper style is:– Handcrafted to reflect the‘approachable’ and ‘authentic’qualities of the brand.– A stage on which to present ahero image of the product.– Flexible enough to communicatea broad range of messagesand offers.– Emotionally engaging.– Light hearted. Remember -‘Don’t take life too seriously’.– Fresh and dynamic to deliverthe T-Mobile values of ‘Vital’,‘Enjoyable and ‘Inspiring’.Page 3 Guideline | HSP images | The conceptRelease 0.7 | Last revised: 25 February 2010Page 2Guideline for HSP images | The brand identity

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Identity

Identity01 #4Change02 British Handball03 Healthe04 Harambee Australia05 Hydrogen Energy01 02 03040506 Missimo.com07 Premier League08 Staffordshire09 Sydney HarbourForeshore Authority10 UWS06 07080910

Identity01 A102 CrossBorder Capital03 Guiness Football

Websites

Websites01 A102 Amplifon03 BTUK04 CrossBorder Capital05 Lifetracks06 Mercy Ships UK07 Missimo.com08 Missimo.com09 SSD010203040506070809

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