brandidentityguidelinesVersion: 9 | December 2006

TrustMark | Brand Identity Guidelines01

Contents

02 Outline

03 About TrustMark

04 Presenting TrustMark

05 Use of the logo - Approved scheme operators

06 Use of the logo - Registered firms

07 Examples of use - Registered firms

08 Examples

09 Use of Logo - Official partners

10 Exclusion zone and minimum size

11 Colours

12 Typefaces

13 What not to do

14 Contact details

This document has been produced to giveguidance on the presentation of TrustMark and the use of the TrustMark logo.

TrustMark | Brand Identity Guidelines02

The TrustMark identity consistsof two logos:

The first logo is designed to be used by approved schemeoperators (trade associations,certification bodies and other such organisations). It is also provided via schemeoperators to all TrustMark-

registered firms, including limitedcompanies, partnerships andsole traders.

Please note: Scheme operatorshave strict obligations imposedunder the terms of their licenceregarding the use and promotionof the TrustMark logo. Thesebrand identity guidelines also

constitute part of that licenceagreement with TrustMark.

The second logo is designed to be used by TrustMark’s official partners – commercial organisations and patrons thatare providing high level strategic and practical support or sponsorship to TrustMark.

Strapline Here

Official Partner

TrustMark | Brand Identity Guidelines03

TrustMark is based around a set of GovernmentEndorsed Standards for trade associations,certification bodies and other organisations thatwish to become approved scheme operators. Only approved scheme operators are allowed toaward the TrustMark to registered firms.

When a firm displays the TrustMark logo it signifies that:

• A scheme operator has checked the firm’stechnical skills, trading record and financial position;

• The firm has signed up to a code of practice thatincludes insurance, good health and safetypractices and customer care;

• The scheme operator has checked and willcontinue to monitor the firm’s quality of work,trading practices and customer satisfaction;

• The firm will tell customers about any buildingregulations they must meet, and may also beable to give the certificates they need;

• If a customer has a problem or disagreement with the firm, there will be a clear and user-friendly complaints procedure to help sort out the problem;

• If the firm doesn’t automatically provideinsurance cover, the customer has the option tobuy a warranty in case it goes out of business.

TrustMark is an initiative between Government, consumer groupsand industry to help people find reputable firms to do repair,maintenance and improvement work inside and outside the home

About TrustMark

TrustMark | Brand Identity Guidelines04

In addition, a useful explanationis included on page 3 to help youdescribe what TrustMark is andwhat the logo stands for.

If you’re producing newpromotional material (printed oronline) about TrustMark and wantto create new messages,straplines or other content notdrawn from the website, this copymust be checked by TrustMarkbefore its publication.

Also check the website forguidance and ideas on how topromote your TrustMark statusand to get in touch with themarketing and PR team.

Promotional materials should be based on, and consistent with,the messages contained within the TrustMark website (www.trustmark.org.uk).

Presenting TrustMark

For the trade: For consumers:

If you do a good job, at a fair price…join TrustMark today.

I’m winning morebusiness throughbeing with TrustMark.

Proud of your Work?…Join TrustMark today.

I’ve found areputable tradesmenthrough TrustMark.

TrustMark, your way to find areputable tradesmen.

TrustMark, your routeto a job well done.

TrustMark | Brand Identity Guidelines05

Use of the logoApproved scheme operators

The ‘Government EndorsedStandards’ logo may be used byapproved scheme operators ontheir own stationery, literature,web pages and other materialsrelating to TrustMark.

The logo can be used alone, or with the TrustMark websiteaddress printed underneath inHelvetica Roman (55) font. It should not be joined to ormerged with the schemeoperator’s own name or logo.

Approved scheme operatorsmust make clear their association with TrustMark.

However, where an approvedscheme operator is running ascheme where only some of itsmembers are TrustMark-

registered, this situation must bemade clear to reduce any risk ofconfusion among consumers.

Websites

Scheme operators must provide a clear and prominent link to theirdatabase of TrustMark registeredfirms from their website.

The listing of TrustMark registered firms on a website or searchable online databasemust include the TrustMark logoreproduced on an equal scaleand prominence as any other logo.

There must be no promotion ofnon-registered firms in the samedatabase or website pages whereconsumers are receivinginformation about TrustMark.

Logos for firms

Approved scheme operators areresponsible for providingregistered firms with the artworkand guidelines for proper use ofthe TrustMark logo – see pages 6 and 7.

TrustMark | Brand Identity Guidelines06

Use of the logoRegistered firms

The ‘Government Endorsed Standards’ logo may be used by allTrustMark-registered firms on their stationery, signage, literature,vans, in advertising etc.

Registered firms will receive the correct logo to use from thescheme operator, not from TrustMark itself. Do not download logosfrom the TrustMark website, scan from publications etc. becausethese will not give you the correct logo.

All TrustMark traders must use the logo with text underneath whichexplains which approved scheme operator has registered the firm.

If a scheme operator abbreviates its name or approves use of anacronym (for example, the HVCA or NICEIC), this acronym can beused in the text. If the scheme operator’s branding requires thename to be spelt out in full (for example, the Glass and GlazingFederation), this should be reflected in the text.

The text should be in Helvetica Roman (55). Arial can be used bysmaller firms and sole traders who create their stationery on PCs.

Registered through:Approved scheme

operator’s name/s in here

TrustMark | Brand Identity Guidelines07

TrustMark-registered firms can use the‘Government Endorsed Standards’ logo ontheir business stationery, signage, van livery,advertising and other promotional materials.

The logo must state underneath whichapproved scheme operator has awarded thefirm its TrustMark status.

The TrustMark logo must not be joined to ormerged with any other logo. It should beshown on a similar scale to other logos, andcertainly no smaller.

Registered through:FMB MasterBond

Registered through: NAPIT

Examples of use Registered firms

TrustMark | Brand Identity Guidelines08

123 Any Street Anytown AB1 2CD

012 3456 7890

ABC Builders building & property maintenance

Registered through:HVCA

Examples

ABC Builders

FREEPHONE 0800 156 876

building & property maintenance

• All external works • Office design and build • Specialists in listed buildings • Project management • Refurbishment projects • Loft conversions • Underpinning experts • Extension specialists

123 Any Street, Anytown, Anywhere AB1 2CD www.abcbuilders.co.uk · enquiries@abcbuilders.co.uk

established

17 years Registered through:

HVCA

TrustMark | Brand Identity Guidelines09

Where TrustMark has entered into a formal contractwith an official partner, that organisation may usethe ‘Official Partner’ logo.

This may only be used by TrustMark’s key sponsorsand patrons who are granted exclusive use of thelogo within their business sector for an agreed time.

The logo may be used on stationery, publications,web pages, advertising and other materials thatrelate to the Official Partner’s support for TrustMark.Precise conditions on the use of the logo will beagreed within the terms of the contract.

Use of the logoOfficial partners

Strapline Here

Official Partner

TrustMark | Brand Identity Guidelines10

The TrustMark logo has aminimum width of 17.5mm.

The logo should have anexclusion zone of half theheight of the lozenge.

The TrustMark logo must never be joined to orintegrated into another logo.

Exclusion zone and minimum size

Registered through: Approved scheme

operator’s name/s in here

Registered through: Approved scheme

operator’s name/s in here

17.5mm

x

Keep your text within this width

0.25 x

TrustMark | Brand Identity Guidelines11

Colour Pantone and CMYK

Reversed out

TrustMark orangePMS: Pantone 179CMYK: C0 M79 Y94 K0RGB: R255 G54 B0WEB: E13600

Black & White mono

Greyscale

The colour references for reproducing thesecolours are listed opposite. Please do notreproduce the TrustMark in other colours,except as prescribed in these guidelines.

Exceptions

In cases where the logo needs to be usedon single colour applications, or white outof a black or dark coloured background, thefollowing reversed out logos may be used:

For single colour printing (not reversed out), the Mono version of thelogo must be printed in black.

TrustMark bluePMS: Pantone 5405CMYK: C72 M15 Y0 K56RGB: R58 G90 B111WEB: 3A5A6F

ColoursThese logos are available as digital files (jpeg & eps) for all media

TrustMark | Brand Identity Guidelines12

TypefacesConsistent typography is an essential part of the identity. The Helvetica family is usedfor all TrustMark publications because of its ease of use and readability. Use differentweights within the font to gain emphasis. For web application or other electronicmedia, if Helvetica is not available, Arial is a viable alternative.

Helvetica Thin (35)

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

Helvetica Light (45)abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789Helvetica Roman (55)abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789Helvetica Medium (65)abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789Helvetica Bold (75)abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789

TrustMark | Brand Identity Guidelines13

What not to do

The TrustMark logo hasbeen specially drawn andmust not be re-created orstretched in any way.

The original logo colours must not be altered,except when used on mono applications(explained on page 10).

The ‘Government Endorsed Standards’ or‘Official Partner’ straplines must not be removed

or covered up. Don’t write different text in thisarea of the logo, even if you are concerned aboutits legibility when the logo is reproduced at itssmallest permitted size.

If you’re a TrustMark trader, don’t use the firms’logo without the text underneath which sayswhich scheme operator has registered you withTrustMark – see page 6.

When referring to TrustMark in text, please usethe uppercase ‘T’ and ‘M’, joined as one word i.e.TrustMark. Do not use different colours tohighlight ‘Trust’ or ‘Mark’.

Correct usageIncorrect usage

TrustMark | Brand Identity Guidelines

If you have any queries aboutTrustMark’s brand identity, please contact:TrustMarkEnglemere, Kings RideAscotBerkshire SL5 7TB

Tel: 0870 163 7373

Email: enquiries@trustmark.org.ukWebsite: www.trustmark.org.uk

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