brand & style guide - ethical trading · ethical trading group | brand & style guide |...

of 15

Brand & Style Guide

Brand & Style Guide

of 22Ethical Trading Group | Brand & Style Guide | Confidential

Purpose of this Style Guide

For the purpose of maintaining quality, consistency and clarity of communications, it is essential that any

internal documents produced or developed for use by Ethical Trading Group are created in a way that

conforms to the requirements of branding, style and formatting.

All employees of Ethical Trading Group are expected to ensure their documents incorporate the following

design standards. As a general rule, for clarity of communications.

Read Ethical Trading Group documents should be prepared in a way that is:

simple wording that is relevant to the target audience;

clean uncluttered formatting without fancy fonts not included in this guide;and

without images that are not related or needed for the subject of documents.

Brand & Style Guide


Table of Contents

ETG Brand: Corporate mission statement ........................................................................................................... 4

Ethical Trading Group Logo ................................................................................................................................. 8Which Logo do I use? .......................................................................................................................................... 10Visual Identity ....................................................................................................................................................... 11

Corporate Templates .......................................................................................................................................... 16Legal guidelines .................................................................................................................................................. 18Editorial voice ...................................................................................................................................................... 20For more information .......................................................................................................................................... 22

General Style Requirements................................................................................................................................... 5

Fonts....................................................................................................................................................................... .6Table Format Requirements...................................................................................................................................7

Language Requirements .....................................................................................................................................14

Brand & Style Guide


ETG Brand: Corporate mission statement

Our Vision

Advance ethical and fair trade products for the benefit of our local communicates and to support the

development of communities both locally and around the world

Our Mission

To provide ethically sourced and produced products to the Australian Market

Our Values

Taking care of our people;

Being good neighbours; and

Fostering ethical business relationships

Brand & Style Guide


General Style Requirements

Header and Footer

Footer should include page number and number of pages on the right-hand side of the footer eg: 1 of

12.Document date should appear on the left-hand side of the footer.

Company LogoMain Title Logo for Ethical Trading Group should appear in the middle of the header on cover pages and or

first page of document without cover pages.

Partial Logo for Ethical Trading Group should appear on the left of header for all other pages in documents


Brand & Style Guide

FontsHeadings for cover pages and page 1Left aligned. Arial 14pt, Bold. ALL CAPS

Paragraph spacing: 0pt before and after, Single line spaced, Page Border Bottom border.

Heading 2Left aligned. Arial 12pt, Bold. Title Case. Paragraph spacing: 6pt before, 6pt after, Single line spaced, underlined

Heading 3Left aligned. Arial 11pt., Title Case. Paragraph spacing: 6pt before, 6pt after, Single line spaced

Normal textLeft aligned. Arial 10pt, Paragraph spacing: 0pt before, 0pt after, Single line spaced

HeadersCentred on all pages. Not included if cover page used for document – use section breaks. Name of document in Arial 11pt ALL CAPS, bold. Page Border bottom line added under last line of text

FootersLeft aligned. Arial 9pt, Name of document - version number in ALL CAPS bold, add comma, Name of Author, comma, date document created (8 digits), full stop, insert page number in X of X format right aligned

HEADING ONE

Heading Two

Heading Three

Normal

NAME OF DOC - V1, Author Name, xx/xx/xxx, 1 of X

Brand & Style Guide

of 22 Ethical Trading Group | Brand & Style Guide | Confidential

Table Format Requirements

Header Titles for rows and columns must

be:

kept to specific key point information

titles only;

completed using Arial font size 10pt, 0pt

before, 0pt after ALL CAPS, black

colour;

shaded grey 15% only; and

repeated at top of table if it needs to be

continued across the end of pages onto

new pages.

Follow these guidelines when you need to present information in tables.

Tables must be:

kept as simple as possible without unnecessary information;

uncluttered and information easy to read;

key points and simple explanation for text unless detailed explanation is essential;

presented in portrait format unless you need to insert multiple columns; and

in landscape format if all columns canôt fit on the page;

using Arial font, minimum 9pt for text body, 0pt before, 0pt after, black colour;

using borderlines that are thin and grey;

aligned to left hand side of page; and

full page width where possible to allow for easy reading.

Text content must be:• kept to specific key point information whenever possible; and• completed using Arial font size minimum 9pt, maximum 12pt, 0pt before, 0pt, black colour.

Brand & Style Guide


Ethical Trading Group Logo

The Ethical Trading Group Logo is the most immediate representation of our company, our people and our

brand to the market and world. It is a valuable corporate asset that must be used consistently in the proper,

approved form. There are two versions of the Ethical Trading Group logo 1) Green Leaf and 2) Green

Standard.

Green Leaf

The Green Leaf logo should be used as an

introduction of the Ethical Trading Group brand on a

communication, not as a signature to close a

communication.

Green Standard

The Green Standard logo should be used for three main

purposes:

1. To close a piece (i.e. back of a brochure)

2. When there isn’t a top or bottom edge from which to

hang the Green Leaf;

3. By third parties, under license only

Brand & Style Guide


Ethical Trading Group Logo

Main Title Logo

Used on all pages of documents, other than cover and first pages (see above).

Logo should always be positioned on the left-hand side of header. Logo should

always be used in full colour format whenever possible.

Used in Header centred in all cover pages or first page of documents

27 Libra StreetGlebe NSW 2037

Phone: 0267544432ABN: 40 000 000 000 00X

Partial Logo

www.ethicaltradinggroup.com

Brand & Style Guide


Which Logo do I use?

1. Is the communication coming from Ethical Trading Group?

No. Use the Standard Green Standard

Yes. Move onto the next question

2. Will the logo be acting as an introduction of the brand, rather than a sign off? (Is this the first or

only instance of the logo?)

No. Use the Green Standard


3. Is there an edge from which the Green Leaf could hang or bleed?

No. use the Green Standard.

Yes. Use the Green Leaf

Brand & Style Guide


Visual Identity

Colour

The corporate colour system reflects a rich, dynamic, multi-dimensional Ethical Trading Group. Ethical Trading Group

strong brand relies heavily on the two-shaded green company. This strongly retains an environmentally sustainable

presence as well as a socially responsible organisation who cares about fair trade principles and ethical business

practices.

RGB Code:

Brand & Style Guide



Imagery

The brand imagery creation involves a system that allows for the combination of aspirational, conceptual imagery and

lifestyle photography that is authentic and meaningful.

Imagery should be respectful, non-controversial, complies with all applicable laws and regulations including anti-

discrimination, privacy, etc.

Examples of our images include:

Brand & Style Guide


Typography

As with our logo, consistent use of our corporate typefaces reinforces our brand identity.

Primary typeface (Arial)

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Abcdefghijklmnopqrstuvwxyz

01234567890

=-)(*&^%$#@!`

Brand & Style Guide


Language RequirementsAustralian EnglishEnsure when word processing, language is set to ‘English (Australia)’ Preferred reference: Macquarie dictionary. Use the first spelling option listed in the Dictionary’s entries.

Plain English• Avoid pompous and unnecessary words.

• Use concise and correct language.

• Explain all jargon where it is unavoidable.

• Spell out all acronyms at first appearance.

ToneFormal in most communications; informal is permissible in some email communications.

Gender SpecificAvoid using gender-specific language such as ‘chairman’, ‘male’, authoresses. Use ‘chairperson’. Replace ‘his’ or ‘hers’ with ‘their’.

NumbersUse the ‘ten rule’, i.e. spell numbers out in words from one to ten, then use

digits, e.g. ‘14’. Use a space if there are five or more digits, e.g. 55 000 or 555

000. Use words for numbers at the sentence beginnings. Use digits for dates, times, phone numbers, addresses, measurementsand sums of money. Exceptions – number ranges, for example 1–2 days

Brand & Style Guide


Language Requirements

DatesWrite months out in full, Day Month Year, with no punctuation:Day: Use numeral with no suffixes, e.g. do not include the ‘nd’ in ‘2nd’. Month: Spell out whole month, e.g. ‘September’ not ‘Sept’.Year: Use four-digit year, e.g. 2015 not 15For example: 2 September 2015

PunctuationMinimum punctuation to be used. The use of plain English will make your sentences simpler and reduce the need for complicated punctuation.Do not use exclamation marks and always avoid repeated punctuationFor example: !!! or ???

Check NamesEnsure that careful checking is undertaken for spelling of all names prior to sending or distributing your communication

Brand & Style Guide


Firstname Surname

Title Ethical Trading Group 500 Fictional Street Sydney, NSW 2001 TEL: 123-456-7890 FAX: 123-456-7890

Corporate Templates

Collateral Overview

Collateral templates can be found in the Assessment Resources of OpenSpace2.

E-Mail Signature

Corporate email signatures are automatically generated for your staff account. No staff member is permitted to alter,

change or in any way modify the corporate email signature.

Example Email Signature:

Brand & Style Guide


Presentation template

The Corporate Presentation Template can be found in the Assessment Resources of OpenSpace2.

Brand & Style Guide


Legal guidelines

Company Name

When using the company name, please follow the guidelines below:

Primary Use (for use in all building signage and marketing communications)

Ethical Trading Group

Secondary Use (for all legal references)

Ethical Trading Group Limited

Incorrect Use (for use in all building signage and marketing communications)

Ethical Trading

Ethical TG

ETG

Ethical Limited

# And any other variation from the Primary or Secondary use

Brand & Style Guide


Copyright notice & attribution

Please include a copyright notice and an attribution statement, which may appear in small, but still legible, print, when

using any Ethical Trading Group logo in any published materials.

The format for Ethical Trading Group’s copyright notice is as follows:

© [Year of Publication] Ethical Trading Group Limited. All rights reserved.

The format for the attribution statement should be:

List of Ethical Trading Group’s marks used, beginning with “Ethical Trading Group” and “the Ethical Trading Group

logo,” if used, followed by any other marks (in alphabetical order) “are either registered trademarks or trademarks of

Ethical Trading Group Limited in Australia and/or other countries.”

For example:

Ethical Trading Group, the Ethical Trading Group logo, are either registered trademarks or trademarks of Ethical

Trading Group Limited in Australia and and/or other countries.

The attribution statement typically is included with other legal lines, such as the copyright notice, at the end of a

document or on the copyright page of a book or manual.

Brand & Style Guide


Editorial voice

The editorial voice is honest, visionary, smart, and caring — editorial analogues to our brand personality attributes:

genuine, innovative, exceptional, and involved. The editorial voice seeks to foster an emotional connection between

customers and the Ethical Trading Group brand. Therefore, it must contain life and compel a reaction. We expect a

certain level of intelligence from our audience, avoiding lowest-common-denominator communication. Visuals and

type should not compete, but support each other. We are direct and confident, bold yet not boastful. In display type,

the voice should speak peer to peer and focus on real-world value rather than technical features. We speak

conversationally. We express a passion for ethical and sustainable business practices as well as fair trade principles

and through this understanding communities benefit. We have a strong voice that understands customer needs, leads

changes, and commands trust.

Brand & Style Guide


Ethical Trading Group and Editorial Differentiation

As our primary marketing communications vehicle, the Ethical Trading Group website plays an oversized role in

differentiating the Ethical Trading Group brand from its competitors. Web copy similarly plays an oversized role in

differentiation. Follow these guidelines in writing copy and using the Ethical Trading Group voice on our website:

Web content that differentiates the our brand will appear primarily as headlines, subheads, product overview

paragraphs, and to a lesser extent navigational elements such as buttons and calls to action. This is where the Ethical

Trading Group editorial voice is strongest and where we’re most likely to spark an emotional connection with the

brand.

Differentiation in content decreases relative to the depth (position) of the content in the site. For example, content on a

product home page, the uppermost page in the product area, should clearly differentiate Ethical Trading Group from

its competitors through the brand voice. Feature descriptions, on the other hand, appearing at the deepest levels of

the site, are objective, factual, and concise, and contain very little of the brand voice. At this level, the feature set

differentiates Ethical Trading Group (specifically, the product); the text itself does not.

Brand & Style Guide


For more information

All of the assets detailed in this document are available for download from the Staff Marketing Hub.

All use of Ethical Trading Group assets must be sent for approval to [email protected]

Address

500 Fictional Street

Sydney NSW 2000

[email protected]

TEL: 123-456-7890

FAX: 123-456-7890

mailto:[email protected]

mailto:[email protected]

brand & style guide - ethical trading · ethical trading group | brand & style guide |...

Documents