check it outHow to use our logo and stamp imagery at Point of Sale

Logo guidelines for Point of Sale | �

Click to go straight to:2 Licence to brand

3 Our stamp imagery

4 Our logo

5 Variant logos

6 Logo exclusion area

7 Logo colours

8 Good logo practice

9 Bad logo practice

�0 No logo

�� Technical matters

�2 Next steps

licence to brand

Many of our partners find that their stamp sales are lifted by the use of Point Of Sale (POS) promotional materials. They also note that these materials are made more effective when used with the Royal Mail logo and our stamp imagery. Such visual elements offer a strong thread of consistency to diverse POS materials and also have a strong and immediate impact on customers.

So there are lots of good reasons for you to create POS materials using Royal Mail assets. All we ask is that when you use our logo and stamp imagery, you bear in mind a few simple rules. This guide tells you everything you need to know.

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Apply for permissionThe first thing you need to do is visit our website and complete an online request form. It’s at www.royalmail.com/ip If your request is appropriate, we will create a specific Licence Agreement to cover the use of our logo and stamp imagery for your point of sale materials. Please allow 5 working days for us to act on your request.

You can expect to receive the relevant artwork in the form you have requested. Once you have the licence, it covers you for use of our logo as well as our stamp imagery, stamp book imagery and stamp sheet imagery. You won’t need to fill out the request form again for POS materials.

You’ll be pleased to know that your licence covers any future use of the same POS artwork – so you won’t have to keep on filling in the form. However, you will still need to submit each individual design to the Royal Mail brand team for approval.

our stamp imageryOur stamps are amongst our most valuable assets. Please protect them by following a few simple rules.

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Please reproduce our stamps faithfully in every detail and in their entirety, showing the Monarch’s head, stamp value and perforations.

Do not alter any part of the design in any way. And don’t display it in a way that impacts negatively on Royal Mail.

Please do not obscure stamps or partly cover them with an object, illustration or text of any kind. The only time you can partly cover a stamp is when a number of stamps are shown together.

Show First and Second Class stamps either separately or as part of the stamp retail book.

our logoOur logo, known as the Cruciform, is a powerful and trusted symbol of Royal Mail and is widely recognised throughout the UK. To businesses and customers everywhere, it represents a brand that reaches and touches their lives every day.

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RegisteredThe Cruciform is a registered trade mark of Royal Mail Group Ltd. All rights reserved.

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Scottish:Welsh:

variant logosA white background is preferred for the Cruciform. However, it may also appear on a red background. This is only appropriate if the background you intend to use it on is an exact match for Royal Mail red.

Other CruciformsWelsh and Scottish Cruciforms are also available for specific use in Scotland and Wales. You must never use more than one Cruciform.

The same guidelinesThese guidelines also apply to the Scottish and Welsh Cruciforms.

Royal Mail redPantone CMYK RGB485 C: 0 R:255 M: �00 G: 0 Y: �00 B: 0 K: 0

logo exclusion zoneThe Cruciform is protected by an exclusion area. Other text or graphic elements must not appear within this area.

The exclusion area also isolates the Cruciform when it is used on colour backgrounds. This is particularly likely to be an issue with Point of Sale materials, where Royal Mail red does not match your own brand colours.

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Exclusion areaThe Cruciform is never seen directly against any other background except white or Royal Mail red. If it is used on a colour or image background, it must always be enclosed by the exclusion area.

Minimum sizeThe Cruciform should never be used any smaller than this size in print or on-screen.

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logo coloursThe Cruciform should be printed full colour from the artwork supplied.

If special colours are available you may use Pantone red 485 and Pantone process yellow for the line artwork sections of the logo. The crown is always printed full colour.

If, however, for technical reasons it is not possible to print full colour, you may be granted permission to use a special black and white line logo.

Permission for useIf you need to print the Cruciform in black and white you will have to obtain clearance to do so. For permission and artwork, please complete the request form on our website and send to brand.team@royalmail.com

Black and whiteThe Cruciform never appears in any other colour.

good logo practiceHere are some examples of the appropriate use of our logo and stamps imagery in Point of Sale materials.

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The Cruciform is most commonly used to reinforce the message that you are selling Royal Mail stamps to your customers. The exclusion area is respected in this example.Get your

stamps here

NewspapersPhotocopyingStampsStationary

StampS available at the till

Buy your stamps here

bad logo practiceAll designs you create have to be approved by the Royal Mail brand team. This ensures that you don’t make some of the mistakes often made by other people.

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Please do not use the Cruciform to falsely suggest that we endorse any of your products or services.

Never obscure the exclusion area of the Cruciform. The Cruciform sits only on a white or red background.

Get your stamps here

NewspapersPhotocopyingStampsStationary

Get your stamps here

NewspapersPhotocopyingStampsStationary

You can use our assets to develop online POS materials. But please don’t place our logo on your homepage.

no logoLogo guidelines for Point of Sale | Back to index | �0

Exclusion areaThe Cruciform must always be surrounded by the exclusion area in white or Royal Mail red if it is seen on a coloured background or an image.

DistortionThe Cruciform should never be distorted.

SentenceThe Cruciform should never form part of a sentence.

We use to deliver

Partner

WordingAny wording referring to the Cruciform must be approved.

RotationThe Cruciform is always reproduced upright and in full. It should never be rotated or part produced.

no logoHere are some examples of how not to use the logo.

Another point –never use a strapline or positioning statement with out logo.

technical mattersTrade marksRoyal Mail has a number of stamps that are trade marks. These include two of our most famous stamps – the Penny Black and the Definitive. When you use a stamp trade mark, you will need to include an acknowledgement (details of which will be included in your License Agreement).

Media embargosWe like to surprise and delight the public with our stamps. That’s why stamp imagery does not appear in the media for three months before the issue date. There are no exceptions to this – we include local, national and the philatelic press as well as electronic and online media.

We appreciate that sometimes POS production deadlines may require you to have access to stamp imagery ahead of the three month embargo. If this is the case, please let us know. You can do this when you fill in the online request form or else, if you already have a License Agreement, you can contact our brand team. Either way, we should be able to accommodate you.

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next stepsFill in the formBefore you use our logo and stamps imagery, remember to complete an online request form at www.royalmail.com/ip If your request is appropriate, we’ll create a License Agreement to cover a specified use of the logo.

Plan your designsThe Royal Mail brand team will need to approve your final designs. This will need to happen each time you create a new design under your existing license. You can contact the brand team at brand.team@royalmail.com

If you want to use our logo and stamp imagery for materials beyond POS, then you will need to make a new request for a separate license.

Leave lots of timeWe will always make every effort to support your POS promotions and fulfil your requests. Please bear in mind that at busy times of the year we appreciate as much notice as you can give us.

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Version 2.0Royal Mail, the Cruciform and the colour red are registered trade marks of Royal Mail Group Ltd.Check it out: How to use our logo and stamp imagery at Point of Sale © Royal Mail Group Ltd 2008. All Rights Reserved