PerfectHome Brand Guidlines
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PERFECT<br />
HOME<br />
BRAND<br />
GUIDELINES<br />
SPRING<br />
2013
PERFECT<br />
HOME<br />
BRAND<br />
GUIDELINES<br />
SPRING<br />
2013<br />
Contents<br />
1 TONE OF VOICE<br />
1.1 Overview<br />
2 THE LOGO<br />
2.1 Primary use<br />
2.2 Variants<br />
2.3 Misuse<br />
2.4 Clear space<br />
2.5 Position<br />
2.6 Size<br />
1<br />
2<br />
3 TYPOGRAPHY<br />
3.1 Headline font<br />
3.2 Sub-head font<br />
3.3 Bodycopy font<br />
3.4 Digital font<br />
3<br />
4 COLOUR<br />
4.1 Primary colour palette<br />
4.2 Primary colour palette tints<br />
4.3 Christmas colour palette<br />
4.4 Christmas colour palette tints<br />
4<br />
5 PHOTOGRAPHY<br />
5.1 Products & people<br />
5<br />
6 BRAND GRAPHICS<br />
6.1 Primary graphics<br />
6<br />
7 LEAFLET GRID SYSTEMS<br />
7.1 The grid<br />
7.2 Grid example<br />
7<br />
0/00
TONE OF<br />
VOICE<br />
1
TONE OF<br />
VOICE<br />
Overview<br />
The way we talk to people tells them a<br />
lot about who we are. It sets us apart<br />
from our competitors and gives people a<br />
reason to come to us, and to come back<br />
to us again.<br />
How we talk in all our communications<br />
should be the same way as we speak<br />
to customers in store. We’re always<br />
approachable, friendly and open.<br />
Information is presented in a clear, easy<br />
to understand way. Nothing is hidden<br />
and we’re never pushy. Over-complicating<br />
things is just not our style. Instead, we<br />
make sure people are simply given all the<br />
facts they need to make the decision that’s<br />
right for them.<br />
We’re friendly but not over-friendly. (A<br />
helpful assistant rather than someone<br />
who tries to act like your best mate.)<br />
So we talk in a down-to-earth, informal<br />
way, but don’t assume we know what’s<br />
best for customers. There’s a warmth in<br />
the tone we use, because we do what we<br />
do with a smile on our face. We’re always<br />
happy to do what we can help – and it<br />
shows.<br />
1/1.1
THE LOGO<br />
2
THE LOGO<br />
Primary use<br />
<strong>Brand</strong> graphic<br />
Logotype<br />
The <strong>PerfectHome</strong> logo consists<br />
of multiple elements which<br />
must always appear in a fixed<br />
relationship. Do not redraw or<br />
modify the master artwork<br />
in any way.<br />
It is a unique piece of artwork<br />
and a valuable brand asset.<br />
To ensure its integrity in every<br />
brand application, it must be<br />
reproduced and applied only<br />
as specified in these<br />
guidelines.<br />
Primary logo<br />
Strapline<br />
Primary logo - Mono<br />
2/2.1
THE LOGO<br />
Variants<br />
The <strong>PerfectHome</strong> logo must<br />
always be used in its original<br />
form. Although certain<br />
mediums and formats will not<br />
always allow this. For example<br />
see the 160 x 600px web<br />
banner on the right.<br />
For these situations a stacked<br />
version has been developed.<br />
Stacked logo<br />
160 x 600px web banner<br />
2/2.2
THE LOGO<br />
Variants<br />
The <strong>PerfectHome</strong> brand<br />
uses various speech bubble<br />
graphics to display key USPs.<br />
(See the brand graphics in<br />
section 6.)<br />
To support this look a thought<br />
bubble graphic has been<br />
devised to house the logo.<br />
It can be used where its<br />
deemed applicable e.g.<br />
leaflets, emails and especially<br />
where the <strong>PerfectHome</strong> grid<br />
system is in use. (See Leaflet<br />
grid systems in section 7.)<br />
Primary logo in use with speech graphic<br />
The 5mm grid<br />
The bubble can be right/left<br />
aligned or extended as shown.<br />
It must always have a<br />
clearance around the logo<br />
of one grid square (5mm). If<br />
the bubble is extended right/<br />
left then this clearance only<br />
applies top and bottom.<br />
Thought bubble graphic right aligned<br />
2/2.2<br />
Thought bubble graphic extended
THE LOGO<br />
Misuse<br />
Do not attempt to re-create,<br />
manipulate or alter any<br />
element of the <strong>PerfectHome</strong><br />
brand logo.<br />
Do not distort the logo<br />
This page shows some of the<br />
non-permitted usages.<br />
No outlines<br />
No drop shadows<br />
Do not place the logo in a box<br />
2/2.3
THE LOGO<br />
Clear space<br />
For the brand logo to be<br />
effective, consistent and have<br />
good presence, a minimum<br />
clear space should be adhered<br />
to for all applications.<br />
Primary logo with 5mm clear space<br />
This clearance around the<br />
logo must be at least one grid<br />
square (5mm).<br />
Logo & thought bubble graphic with 5mm clear space<br />
Stacked logo with 5mm clear space<br />
2/2.4
THE LOGO<br />
Positioning<br />
The <strong>PerfectHome</strong> logo<br />
must, wherever possible,<br />
be used at the top of any<br />
communications. Especially<br />
if it’s used with the thought<br />
bubble graphic.<br />
If it’s to be used at the bottom<br />
then it must not be used with<br />
the thought bubble graphic<br />
and should only be the<br />
primary logo on its own.<br />
Generic leafl et<br />
See right for a few examples.<br />
Website<br />
2/2.5<br />
Mailer
THE LOGO<br />
Size<br />
75mm<br />
This page illustrates the<br />
minimum size of reproduction<br />
for the <strong>PerfectHome</strong> logo.<br />
Minimum size for A4 use<br />
55mm<br />
Minimum size for A5 use<br />
25mm<br />
Minimum size for stacked<br />
2/2.6
TYPOGRAPHY<br />
3
TYPOGRAPHY<br />
Headline font<br />
Typography is a key element of<br />
the <strong>PerfectHome</strong> visual identity.<br />
‘VAG Rounded Bold’ is the<br />
main headline typeface.<br />
‘VAG Rounded Light’ and ‘VAG<br />
Rounded Thin’ can also be<br />
used when multiple headlines<br />
are needed and there is cause<br />
to differentiate.<br />
These headlines are always in<br />
‘VAG Rounded’ caps and often<br />
supported by the sub-head<br />
font ‘Angelina Regular’ (as<br />
shown right).<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
123456789O<br />
VAG Rounded Bold<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
123456789O<br />
VAG Rounded Light<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
123456789O<br />
VAG Rounded Thin<br />
Pay for the<br />
BIGGEST<br />
BRANDS<br />
The lowest<br />
bit by bit<br />
WEEKLY<br />
PRICES<br />
Guaranteed!<br />
3/3.1<br />
Main headline
TYPOGRAPHY<br />
Sub-head font<br />
To support the ‘VAG’ headlines<br />
‘Angelina Regular’ has been<br />
chosen to use as a sub-head<br />
font. It adds personality,<br />
friendliness and warmth to<br />
the brand.<br />
It can be used before or after<br />
the headline. Additionally<br />
it can be used in reverse<br />
as a mini headline with the<br />
supporting copy then in ‘VAG<br />
Rounded Bold’ lowercase (as<br />
shown right).<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
123456789O<br />
Angelina Regular<br />
For your perfect<br />
TELEVISION<br />
It’s so easy with...<br />
• Weekly payments<br />
• No deposit<br />
• Free delivery within 5 days †<br />
• Flexible payment options<br />
• Never beaten on price*<br />
Sub headlines<br />
3/3.2
TYPOGRAPHY<br />
Body copy font<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
123456789O<br />
‘ITC Stone Sans’ is to be used<br />
for all body copy in all printed<br />
communications.<br />
Whether it be a paragraph<br />
of copy introducing a USP or<br />
price point information (as<br />
shown right).<br />
ITC Stone Sans Bold<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
123456789O<br />
ITC Stone Sans Semibold<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
123456789O<br />
ITC Stone Sans Medium<br />
With the lowest weekly<br />
payments guaranteed,<br />
why shop anywhere else?<br />
At <strong>PerfectHome</strong> we guarantee to offer the<br />
lowest weekly prices on the high street.<br />
There’s no deposit and you even get to<br />
choose how you pay; weekly<br />
in-store, weekly by debit card or monthly by<br />
direct debit. In fact you even get to choose<br />
how you spread the cost – choose to pay<br />
over fewer weeks and you get to own your<br />
product even sooner.<br />
50cm Gas Cooker<br />
• Storage • Cool touch doors<br />
• 3 burner sizes • Also available in<br />
electric • H90 W50 D60cm<br />
Cooker. Price/amount of credit<br />
£324.99. No deposit & 156<br />
equal weekly payments of<br />
£2.99. Total £466.44.<br />
We may require you to take out theft and accident<br />
cover if you do not have home contents cover.<br />
From only<br />
£2.99<br />
per week<br />
REPRESENTATIVE<br />
29.6% APR<br />
3/3.3<br />
Sub copy
TYPOGRAPHY<br />
Digital font<br />
When creating digital work,<br />
the typography rules remain<br />
the same apart from ‘Arial’<br />
replaces ‘ITC Stone Sans’ in<br />
all instances.<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
123456789O<br />
Arial Bold<br />
abcdefghijklmnopqrstuvwxyz<br />
ABCDEFGHIJKLMNOPQRSTUVWXYZ<br />
123456789O<br />
Arial Regular<br />
Digital use<br />
3/3.4
COLOUR<br />
4
COLOUR<br />
Primary colour<br />
palette<br />
PMS 390C<br />
C 22 M 0 Y 100 K 8<br />
R 167 G 197 B 32<br />
Web A7C520<br />
The <strong>PerfectHome</strong> brand is<br />
made up from 3 main colours,<br />
green, purple and grey.<br />
Green and purple are always<br />
the primary brand colours with<br />
grey used to support wherever<br />
needed.<br />
It is essential that the following<br />
colour breakdowns are used<br />
consistently. Please be aware<br />
that different printing<br />
processes and paper stocks<br />
will give slightly different<br />
results. Use an up-to-date<br />
Pantone colour chip to match<br />
these colour specifications as<br />
closely as possible at all times.<br />
<strong>PerfectHome</strong> green<br />
PMS 2613C<br />
C 63 M 100 Y 0 K 15<br />
R 89 G 32 B 110<br />
Web 59206E<br />
<strong>PerfectHome</strong> purple<br />
PMS COOL GREY C<br />
C 48 M 40 Y 38 K 40<br />
R 137 G 137 B 139<br />
Web 89898B<br />
<strong>PerfectHome</strong> grey<br />
4/4.1
COLOUR<br />
75%<br />
50%<br />
25%<br />
Primary colour<br />
palette tints<br />
The <strong>PerfectHome</strong> brand<br />
colours can be tinted to<br />
produce variations. Please<br />
make sure you do not reverse<br />
white type out of any of these<br />
brand tint colours.<br />
Please always stick to one of<br />
these 3 tint variations.<br />
<strong>PerfectHome</strong> green tints<br />
75%<br />
50%<br />
25%<br />
<strong>PerfectHome</strong> purple tints<br />
75%<br />
50%<br />
25%<br />
<strong>PerfectHome</strong> grey tints<br />
4/4.2
COLOUR<br />
Christmas colour<br />
palette<br />
PMS 485C<br />
C 0 M 100 Y 100 K 0<br />
R 204 G 34 B 41<br />
Web CC2229<br />
<strong>PerfectHome</strong> have a specific<br />
set of colours for the Christmas<br />
period. This is made up of two<br />
reds, one light and one dark.<br />
A gradient has been created<br />
from these two colours. The<br />
gradient is always to be used<br />
from dark red to light.<br />
The gradient is the primary<br />
colour usage at Christmas.<br />
<strong>PerfectHome</strong> Christmas red<br />
PMS 7426C<br />
C 63 M 100 Y 0 K 15<br />
R 89 G 32 B 110<br />
Web 59206E<br />
<strong>PerfectHome</strong> Christmas dark red<br />
A gradient produced from<br />
the previous two reds<br />
<strong>PerfectHome</strong> Christmas gradient<br />
4/4.3
COLOUR<br />
75%<br />
50%<br />
25%<br />
Christmas colour<br />
palette tints<br />
The <strong>PerfectHome</strong> Christmas<br />
brand colours can be tinted<br />
to produce variations. Please<br />
make sure you do not reverse<br />
white type out of any of these<br />
brand tint colours.<br />
Please always stick to one of<br />
these 3 tint variations.<br />
<strong>PerfectHome</strong> green tints<br />
75%<br />
50%<br />
25%<br />
<strong>PerfectHome</strong> purple tints<br />
4/4.4
PHOTOGRAPHY<br />
5
PHOTOGRAPHY<br />
Products &<br />
people<br />
Photography plays a key role<br />
in <strong>PerfectHome</strong>’s brand<br />
communications. Consisting<br />
mostly of product photography,<br />
the style is simple and honest.<br />
The majority of products<br />
are shot against white, with<br />
exceptions like beds, sofas<br />
and dining which may be<br />
shot in situ. The edge of these<br />
roomset images are always<br />
feathered to white.<br />
Product white background<br />
Using a lifestyle image of a<br />
<strong>PerfectHome</strong> family will add<br />
personality, friendliness and<br />
warmth to the brand.<br />
We hold a library of<br />
pre-selected product<br />
images. There will also be<br />
available shots of the current<br />
<strong>PerfectHome</strong> family.<br />
Product in situ<br />
Family<br />
5/5.1
BRAND<br />
GRAPHICS<br />
6
BRAND<br />
GRAPHICS<br />
Primary brand<br />
graphics<br />
The <strong>PerfectHome</strong> brand<br />
uses various speech bubble<br />
graphics to display key USPs.<br />
These are always on brand<br />
and can be either flooded with<br />
colour or used with an outline<br />
as shown.<br />
The type within the speech<br />
bubble must have a clearance<br />
of one grid square (5mm)<br />
where possible.<br />
Pay for the<br />
BIGGEST<br />
BRANDS<br />
The lowest<br />
bit by bit<br />
WEEKLY<br />
PRICES<br />
Guaranteed!<br />
Primary brand graphics - Speech bubbles<br />
It’s so easy with...<br />
• Weekly payments<br />
• No deposit<br />
• Free delivery within 5 days †<br />
• Flexible payment options<br />
• Never beaten on price *<br />
More fantastic deals at<br />
www.perfecthome.co.uk<br />
Primary brand graphics - Speech bubbles option<br />
6/6.1
LEAFLET GRID<br />
SYSTEMS<br />
7
LEAFLET GRID<br />
SYSTEMS<br />
The grid<br />
For the <strong>PerfectHome</strong> leaflet a<br />
grid system has been devised.<br />
Based on a page size of<br />
A4, a border left and right<br />
measuring 10mm and top and<br />
bottom of 13.5mm. This leaves<br />
a grid based on 5mm squares.<br />
The 5mm grid<br />
It has been created to allow<br />
consistency and must always<br />
be adhered to.<br />
Speech bubble, thought<br />
bubbles, product squares all<br />
sit on this grid always leaving<br />
a one square (5mm) gap<br />
between items.<br />
(See next page for full<br />
example.)<br />
Pay for the<br />
BIGGEST<br />
BRANDS<br />
bit by bit<br />
It’s so easy with...<br />
• Weekly payments<br />
• No deposit<br />
• Free delivery within 5 days †<br />
• Flexible payment options<br />
• Never beaten on price *<br />
The 5mm grid gap between items<br />
7/7.1
Pay for the<br />
BIGGEST<br />
BRANDS<br />
bit by bit<br />
From only<br />
£4.99<br />
per week<br />
32” HD LED TV<br />
• Freeview HD tuner • 3 x HDMI inputs<br />
• Energy rating: A+<br />
32” TV. Price/amount of credit £541.99.<br />
With no deposit & 156 equal weekly<br />
payments of £4.99. Total £778.44.<br />
From only<br />
£6.99<br />
per week<br />
It’s so easy with...<br />
• Weekly payments<br />
• No deposit<br />
• Free delivery within 5 days †<br />
• Flexible payment options<br />
• Never beaten on price *<br />
The lowest<br />
WEEKLY<br />
PRICES<br />
Guaranteed!<br />
Laptop. Price/amount of credit £568.79.<br />
With no deposit & 104 equal weekly<br />
payments of £6.99. Total £726.96.<br />
The lowest<br />
WEEKLY<br />
PRICES<br />
Guaranteed!<br />
From only<br />
£6.79<br />
per week<br />
1200 Spin<br />
Washer<br />
• Energy rating: A<br />
Price/amount<br />
of credit £339.99.<br />
With no deposit &<br />
156 equal weekly<br />
payments of £3.13.<br />
Total £488.28.<br />
From only<br />
£3.13<br />
per week<br />
REPRESENTATIVE<br />
29.6% APR<br />
Monique 3 Seater Sofa<br />
Relax with this comfortable suite.<br />
Stylish and fresh. 2 seater & swivel<br />
chair also available.<br />
Monique. Price/amount of credit £737.99.<br />
With no deposit & 156 equal weekly<br />
payments of £6.79. Total £1059.24.<br />
More fantastic deals at<br />
www.perfecthome.co.uk
Copyright © 2011-2013 Temple Finance Limited trading<br />
as <strong>PerfectHome</strong>, The Lodge, Coleshill Manor, Coleshill,<br />
West Midlands B46 1DL, Registered in England 5671852
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