vt group brand guidelines

One CompanyOne Brand

VT Group

BrandGuidelines

Our company is evolving – the way we are organised, the way we work, and the way we portray ourselves. A single VT Group brand identity will enable us to confi dently communicate the breadth of what VT has to offer. The Brand Guidelines show how you can help VT build a brand we are all proud of.

More information More information regarding the VT Group Brand Guidelines can be found at:www.vtplc.com/brand

Our company is evolving – the way we are organised, the way we work, and the way we portray ourselves. A single VT Group brand identity will enable us to confi dently communicate the breadth of what VT has to offer. The Brand Guidelines show how you can help VT build a brand we are all proud of.

More information More information regarding the VT Group Brand Guidelines can be found at:www.vtplc.com/brand

VT Group One CompanyOne Brand

Introduction 1Contents 2About our brand 3Brand downloads 4

1 Our brand 51.1 Our vision and our mission 51.2 Who we are and what we do 61.3 Applying our brand 81.4 Six things to remember 10

2 Basic elements 112.1 Our name 122.2 Our logo 132.3 Sizing and positioning our logo 142.4 Sixty six degrees, it’s our angle 162.5 Type and typography 182.6 Colour 202.7 Imagery 222.8 Formats and templates 242.9 Print templates 262.10 Partnerships and using other logos 282.11 Positioning the logo and horizon 30 line on non-standard formats 2.12 The titling system 312.13 Combining the elements 32

3 Core materials 333.1 Stationery 343.2 PowerPoint 363.3 Livery 383.4 Merchandise and gifts 403.5 External and reception signage 423.6 Clothing 46

4 A flexible identity 474.1 Advertising 484.2 Exhibitions 504.3 Online 524.4 VT literature suite 544.5 Front covers 564.6 Creating layouts 584.7 Other printed formats 60

5 Targeted communications 615.1 Bids and proposals 625.2 At the edge 645.3 Product materials 665.4 Getting started 68

How to use this navigable PDFThis PDF has embedded links that enable you to click through to the page you need. If you want to return to this main contents page, click the VT Group at the top left of the page. Contact email addresses and the URL for the brand website are also linked throughout.2

If our brand is what someone coming into contact with VT Group believes they’ll get from the company, then our brand identity ensures communications are consistent and reinforce our vision, mission and values. The Brand Guidelines have been created to ensure that each of these ‘touch points’ are strong and consistent in their use of design, imagery and language, and communicate our work in a clear and distinctive way.

A critical part of our brand is the vision of where it aims to be in future and our mission to achieve that vision. The best communications are derived from an understanding that all communications should support these two cornerstones of our company.

1.1Our vision and our mission

Our visionTo be recognised as the best by our customers in the delivery of quality services.

Our missionEveryone in VT Group will contribute to the success of our customers by delivering on our promises.

1 Our brand 2 Basic elements 3 Core materials 4 A fl exible identity 5 Targeted communications

VT Group One CompanyOne Brand VT Group is in the support

services business – it sums up what we do. Equally important in terms of our brand is who we are – our values, and the ‘spirit’ of VT – four differentiators that set us apart as a company.1.2

Who we are and what we do

“VT Group is a support services company which works in partnership with governments, government agencies and large commercial organisations. We deliver essential services to customers operating in broadcast, defence, education, emergency services, nuclear, training, security and waste.

VT develops new and sustainable ways to deliver improved services. These services range from fl eet and asset management to improving the quality of teaching in schools, to the training of military pilots to enabling the transmission of international broadcasts around the world.”

The VT Group descriptorUse the following two statements when you need to describe VT Group and what it does for its customers.

How to use this manual ‘Basic elements’ describes the major building blocks of our brand identity. Subsequent sections show how these are used in specific areas of communications. Take some time to understand how the various design elements can be brought together to create a wide range of communications material.

Logos, files and templatesThe VT Group Brand Guidelines will enable you to use the logos, files and templates that can be downloaded from the brand website. The main design templates are provided in Adobe InDesign. New templates and other files will be made available for download as they are produced.

Any questions?If you need guidance on a specific application, visit our FAQs or contact the Communications Department directly:

[email protected]

Download fi les, logos and templates www.vtplc.com/brand

A single navigable PDF of the VT Group Brand Guidelines.

Brand Guidelines

InDesign CS3 templates for all printed literature and exhibition systems.

The VT Group logo in a range of colour versions and fi le formats.

Permitted variants of the basic VT logo style in a range of colour versions and fi le formats.

VT Grouplogos

VT logovariants

Print and exhibition templates

A model release form to be used if required.

Signage master templates are held by our approved supplier. Contact the Communications Department for details.

PowerPoint template for all printed and on screen presentations. Templates for online uses are held by our approved supplier. Contact the Communications Department for details.

Imagery On screenSignage Fluoro section

See reverse for section contents

1.1 Our vision and our mission 51.2 Who we are and what we do 61.3 Applying our brand 81.4 Six things to remember 10

1 Our brand

Our brand

[email protected]

Brand Guidelines

VT Grouplogos

VT logovariants

1 Our brand

Our brand

[email protected]

Brand Guidelines

VT Grouplogos

VT logovariants

1 Our brand

Our brand

[email protected]

Brand Guidelines

VT Grouplogos

VT logovariants

1 Our brand

Our brand

Differentiators – the VT ‘spirit’ Our culture is to combine the resources and experience of a large company with the agility, creativity and personal approach of a small company. Our dynamic and entrepreneurial spirit drives us to look for better and smarter ways of delivering services.

Our experience has formed the foundation of our success over 150 years. Our proven and credible performance means that our customers, from Local Authorities to the Armed Forces, trust us to deliver.

Our people are the 12,000 reasons why we deliver better services. With skills and experience spanning all of our markets they understand our business and the challenges faced by our customers.

Our approach is to exceed the requirements of traditional support services contracts; not just deliver the ‘tried and tested’. We work in partnership with our customers and tailor our approach to meet individual customer needs.

PeopleWe’re passionate about people.

PerformanceWe are driven to continually improve performance.

PartneringPartnering is critical to our success.

PeopleVT is a services business and services are delivered by people. Our strength as an organisation therefore comes from our ability to demonstrate commitment to our people, enabling individuals to reach their full potential and share in VT’s success.

PerformanceVT constantly strives for excellence and outstanding results for our customers, people and stakeholders. We achieve this through our ‘can-do’ approach, driven by innovative thinking and guided by our integrity.

PartneringThe success of VT depends on the strength and depth of our partnerships. Openness and the sharing of common goals allow us to develop and maintain positive relationships that deliver customer satisfaction.

The three Ps – our valuesFor VT, these are the three Ps: people, performance and partnering.They remain powerful guides for our behaviour and, by incorporating them into all of our communications, will help us to achieve our vision for the future.

One company. One brand. But how do we successfully refl ect the diverse nature of our company and its varied markets and audiences whilst retaining a consistent and recognisable brand identity?

The answer is with an escalating scale of fl exibility that relies on core elements at the centre, and builds upon those with increasing fl uidity as it moves to the outside, fl exing according to who the communications are aimed at, yet all the time remaining clearly VT.

Targeted flexibilityOur brand identity provides a different sort of flexibility that really works for the diverse nature of our company. There is a tighter look and feel for core materials to make sure that they are unmistakably VT. Yet there is a diversity in theway graphic elements such as the angle and colour can be used while still remaining within the Brand Guidelines.

To visualise how our brand identity applies across our company, we have developed the Targeted Flexibility Diagram. Although not exhaustive, it provides a good indication of where different pieces of branded communications fit on the flexibility scale.

1.3Applying our brand

3 Core materialsThese materials are the ambassadors of our brand: the business card given at a first meeting, the vehicles and signs in our communities, the clothes worn on the way home, or the pen given at an exhibition. All are built with our logo, core colours and angle to the fore so that they say VT clearly and without question.

4 A flexible identityFlexibility within an agreed spectrum is essential if a brand is to work across a range of applications, content types and environments. Use the basic elements of colour, type and image more expansively to create product/service specific literature, and communications aimed at a broader market range.

1 Our brandA brand identity is designed to communicate the company that it represents. This section defines our company in terms of its vision, mission and values – the very DNA of VT Group. Only by understanding this core can you produce communications that truly reflect us.

2 Basic elementsOur brand identity helps us to communicate with all of our stakeholders – employees, shareholders, customers, partners, the media – in a way that is consistent and reinforces our vision, mission and values. This section defines the building blocks of the identity that come together to create a distinctive look and feel that make VT unique and instantly recognisable.

5 Targeted communicationsResponsiveness is at the heart of the VT brand, and our brand identity is tuned to the majority of our wide range of customers, partners and other stakeholders. Sometimes we also need to speak to audiences at the edge of these traditional sectors, creating targeted communications using the additional flex colours included in the colour system, and a more conceptual or illustrative approach to imagery. All items in this level must be developed in conjunction with and approved by the Communications Department.

Debbie Dawson BSc (Hons) MSc Finance Officer Geoffrey Scholfield Laboratory Unit 1, Westlakes Science and Technology Park Moor Row, Cumbria CA24 3HZ

Tel +44 (0)1483 413200 Fax +44 (0)1483 413201 Mob +44 (0)7958 575321 Email [email protected]

www.vtplc.com

Helvetica Neue LT

Our vision, mission

and values

Arial 28pt Bold VT BlueCreating Effective Group Communications

Flexible working

Hughes Building Please report to main reception to sign in Goods Inwards and Post Room Site OfficeGerard BuildingHGV deliveries should sign out and leave via the Smith Street entrance

3 Core materialsThese materials are the ambassadors of our brand: the business card given at a first meeting, the vehicles and signs in our communities, the clothes worn on the way home, or the pen given at an exhibition. All are built with our logo, core colours and angle to the fore so that they say VT clearly and without question.

4 A flexible identityFlexibility within an agreed spectrum is essential if a brand is to work across a range of applications, content types and environments. Use the basic elements of colour, type and image more expansively to create product/service specific literature, and communications aimed at a broader market range.

1 Our brandA brand identity is designed to communicate the company that it represents. This section defines our company in terms of its vision, mission and values – the very DNA of VT Group. Only by understanding this core can you produce communications that truly reflect us.

2 Basic elementsOur brand identity helps us to communicate with all of our stakeholders – employees, shareholders, customers, partners, the media – in a way that is consistent and reinforces our vision, mission and values. This section defines the building blocks of the identity that come together to create a distinctive look and feel that make VT unique and instantly recognisable.

5 Targeted communicationsResponsiveness is at the heart of the VT brand, and our brand identity is tuned to the majority of our wide range of customers, partners and other stakeholders. Sometimes we also need to speak to audiences at the edge of these traditional sectors, creating targeted communications using the additional flex colours included in the colour system, and a more conceptual or illustrative approach to imagery. All items in this level must be developed in conjunction with and approved by the Communications Department.

Debbie Dawson BSc (Hons) MSc Finance Officer Geoffrey Scholfield Laboratory Unit 1, Westlakes Science and Technology Park Moor Row, Cumbria CA24 3HZ

www.vtplc.com

Helvetica Neue LT

Our vision, mission

and values

Arial 28pt Bold VT BlueCreating Effective Group Communications

Flexible working

Our brand identity helps us to communicate with all of our stakeholders – employees, shareholders, customers, partners, the media – in a way that is consistent and reinforces our vision, mission and values. This section defi nes the building blocks of the identity which come together to create the distinctive look and feel that make VT unique and instantly recognisable.

VT Group One CompanyOne Brand Our name is one of the anchors

around which we express our identity, and a guarantee of quality across all of our services. Using it correctly is an important part of any communication, whether written or spoken.2.1

Our name

We are VT Group – never ‘the VT Group’ as this suggests that we are a collection of companies. The word ‘Group’ is also important, as it prevents us being confused with other similar sounding companies. For this reason the fi rst time you use our name in any spoken or written communication, it should be in full: VT Group. After that you may use VT*.

If you have to use one of the legal names of the companies of VT Group, in commercial or contractual correspondence for example, use the correct legal name. Apart from such legal entities, do not place VT in front of another word, eg. VT Ashchurch or VT TMASS.

If you write VT Group, do not split it across two lines.

* Longer documentsFor documents with many pages such as magazines, bids and larger brochures, apply this rule to each individual article or major section, as if each were a distinct piece of communication.

More on our nameThe full list of legal entities can be found on the intranet in the General Counsel’s area under Company Secretarial, and more information on naming generally can be found at: www.vtplc.com/brand

We are VT Group, then VT...12

VT Group One CompanyOne Brand Following the VT brand identity

as well as you can strengthens your communication individually, and its relationship with the rest of the company. Make sure that you get the following six things right every time.1.4

Six things to remember

Our nameWe are VT Group (never ‘the VT Group’). Remember to use our name in full – VT Group – the fi rst time in any spoken or written communication. After that you may use VT.Our logoWe have one logo representing the vast majority of our company, irrespective of service or location. Our logo is also a legal trademark, so don’t change it in any way.One company, one brandOur company is VT Group. Although there are some approved logo variants, we use a single brand identity for all.No other logosAny approved logos are shown in the Brand Guidelines. No other marks, emblems or logos should be created without the permission of the Communications Department. Use the templatesBefore producing anything new, check that a template does not already exist. Using the templates saves you time, and means that there is consistency regardless of who produces the items.They should be used by all, without exception.The Three PsPeople, Performance and Partnering are part of our DNA and should be considered and embedded, where appropriate, in any communications activity.

VT Group

Basicelements

2.1 Our name 122.2 Our logo 132.3 Sizing and positioning our logo 142.4 Sixty six degrees, it’s our angle 162.5 Type and typography 182.6 Colour 202.7 Imagery 222.8 Formats and templates 242.9 Print templates 262.10 Partnerships and using other logos 282.11 Positioning the logo and horizon 30 line on non-standard formats 2.12 The titling system 312.13 Combining the elements 32

2 Basic elements

Our name

VT Group

Basicelements

2 Basic elements

Our name

VT Group

Basicelements

2 Basic elements

Our name

VT Group

Basicelements

2 Basic elements

Our name

2.2Our logo

Yes, a brand identity is more than just a logo, but there is no single more important element to get right. VT is one company with one logo representing the vast majority of our company, irrespective of service or location. It is the primary representation of our brand and must appear clearly on all communications.

White logoUse if the primary logo is not clear because of the background or method of reproduction.

Metallic silver logoUse on merchandise or special items such as invitations.

Black logoUse if black is the only colour available.

Use the full logoAlways use the full version – VT and Group. The only time that the VT can be used aloneis on lapel pins or vehicle livery. See Section 3.3 for more information.

Which version?VT Blue with VT Grey is the main version of our logo, but the single colour versions can be used. See Section 2.6 for colour references.

Supplying our logoIf you ever have to supply the logo, always provide the master artwork fi les that can be downloaded from the Brand Guidelines website. When supplying, ask that the recommended clear space is followed if possible.

Never stretch, fl ip or distort the logo change the relationship between the elements

add any other wording or graphic to the logo

mix up the colours with, for example, a grey ‘VT’ and a blue ‘Group’

recreate the logo. Always use the approved versions available for download.

Primary logoVT Blue and VT Grey.This is the preferred version in most situations. Never use all blue or grey.

VT Flagship and VT EnterpriseTwo variations of the VT logo exist to refl ect commercial arrangements. Clear space on these logos is equal to the height of the word ‘Flagship’ or ‘Enterprise’ at the size used. Approved artwork can be downloaded at:www.vtplc.com/brand

Download Don’t try and recreate the logo – the offi cial version can be downloaded at www.vtplc.com/brand

Our name

2.2Our logo

Yes, a brand identity is more than just a logo, but there is no single more important element to get right. VT is one company with one logo representing the vast majority of our company, irrespective of service or location. It is the primary representation of our brand and must appear clearly on all communications.

White logoUse if the primary logo is not clear because of the background or method of reproduction.

Metallic silver logoUse on merchandise or special items such as invitations.

Black logoUse if black is the only colour available.

Use the full logoAlways use the full version – VT and Group. The only time that the VT can be used aloneis on lapel pins or vehicle livery. See Section 3.3 for more information.

Which version?VT Blue with VT Grey is the main version of our logo, but the single colour versions can be used. See Section 2.6 for colour references.

Supplying our logoIf you ever have to supply the logo, always provide the master artwork fi les that can be downloaded from the Brand Guidelines website. When supplying, ask that the recommended clear space is followed if possible.

Never stretch, fl ip or distort the logo change the relationship between the elements

add any other wording or graphic to the logo

mix up the colours with, for example, a grey ‘VT’ and a blue ‘Group’

recreate the logo. Always use the approved versions available for download.

Primary logoVT Blue and VT Grey.This is the preferred version in most situations. Never use all blue or grey.

VT Flagship and VT EnterpriseTwo variations of the VT logo exist to refl ect commercial arrangements. Clear space on these logos is equal to the height of the word ‘Flagship’ or ‘Enterprise’ at the size used. Approved artwork can be downloaded at:www.vtplc.com/brand

VT Group One CompanyOne Brand Rules on size, position and clear

space ensure that our logo is displayed clearly and consistently. The upper right position for the logo on the majority of our materials helps to bring them together and to make them distinctive. Sizes and positions are defi ned in the templates provided – do not amend these.

2.3Sizing and positioningour logo

Clear spaceClear space ensures that the logo is clear and legible. Keep it clear of type, strong graphic elements, rules and detailed areas within imagery.

The minimum clear space is equal to the height of the word ‘Group’ at the size used.When the logo is larger than 420mm/16.5", the clear space reduces to half the x-height.

UK and US logo sizesThe logo size on the recommended printed formats templates is defi ned by the template and so varies between UK and US items.

Minimum logo sizeThe recommended minimum logo size is 15mm/0.6".

Arial Bold 28pt VT BlueArial Bold 20pt VT Grey

Large heading

VT Group First LineSecond line

Large heading

MerchandisePlace the logo ‘naturally’ on the item observing the clear space rules. On an item like a place mat or golf ball, this can often mean centred, and this is fi ne. Do not try and place the logo top right if it looks odd.

EnvelopesIn this case, because of the position of postage, place the VT Group logo bottom right.

Logo positionOn most applications the VT Group logo appears in the upper right hand side of the item. Always use the template provided and the logo will be embedded in its correct size and position.

Non-standard formatsAlthough the logo has a set size on all of the standard formats we use, areas like advertising do not have a ‘one size fi ts all’ template showing the ‘correct’ logo size for the many formats available. In cases like this, use the guidance shown, and the many examples in the Brand Guidelines to help you. Speak to the Communications Department if you need any more help.

Non-standard formats In general, always position upper right. If space is tight, use the clear space ‘X’ defi ned by the height of the word ‘Group’. Sometimes the space will be so narrow that only a centred logo will do – use the clear space to make sure that the logo is clearly seen in these cases.

The logo should never appear to be squashing the type beneath, so do not enlarge it to fi ll all of the space available. See Section 4.1 for the fi nished adverts.

Upper rightThe VT Group logo almost always appears near the top of the right hand side of the screen, brochure cover, video or exhibition stand. Sizes are defi ned in the templates provided.

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ContactEmail [email protected]

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VT Group One CompanyOne Brand Rules on size, position and clear

space ensure that our logo is displayed clearly and consistently. The upper right position for the logo on the majority of our materials helps to bring them together and to make them distinctive. Sizes and positions are defi ned in the templates provided – do not amend these.

2.3Sizing and positioningour logo

Clear spaceClear space ensures that the logo is clear and legible. Keep it clear of type, strong graphic elements, rules and detailed areas within imagery.

The minimum clear space is equal to the height of the word ‘Group’ at the size used.When the logo is larger than 420mm/16.5", the clear space reduces to half the x-height.

UK and US logo sizesThe logo size on the recommended printed formats templates is defi ned by the template and so varies between UK and US items.

Minimum logo sizeThe recommended minimum logo size is 15mm/0.6".

Large heading

MerchandisePlace the logo ‘naturally’ on the item observing the clear space rules. On an item like a place mat or golf ball, this can often mean centred, and this is fi ne. Do not try and place the logo top right if it looks odd.

EnvelopesIn this case, because of the position of postage, place the VT Group logo bottom right.

Logo positionOn most applications the VT Group logo appears in the upper right hand side of the item. Always use the template provided and the logo will be embedded in its correct size and position.

Non-standard formatsAlthough the logo has a set size on all of the standard formats we use, areas like advertising do not have a ‘one size fi ts all’ template showing the ‘correct’ logo size for the many formats available. In cases like this, use the guidance shown, and the many examples in the Brand Guidelines to help you. Speak to the Communications Department if you need any more help.

Non-standard formats In general, always position upper right. If space is tight, use the clear space ‘X’ defi ned by the height of the word ‘Group’. Sometimes the space will be so narrow that only a centred logo will do – use the clear space to make sure that the logo is clearly seen in these cases.

The logo should never appear to be squashing the type beneath, so do not enlarge it to fi ll all of the space available. See Section 4.1 for the fi nished adverts.

Upper rightThe VT Group logo almost always appears near the top of the right hand side of the screen, brochure cover, video or exhibition stand. Sizes are defi ned in the templates provided.

ContactEmail [email protected]

www.vt-group.com

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www.vt-group.com

VT Group One CompanyOne Brand At the heart of our identity is

the angle, inspired by our logo but with a life of its own, changing to respond to the context but always with a strong overall feel. Even when you don’t see a logo, the angle means that you know you are looking at VT.

2.4 Sixty six degrees, it’s our angle

Sixty six degrees is our angle. It is derived from the angle of the ‘VT’ in our logo. Do not use other angles as a design element in communications – only sixty six will do.

ConceptBuild the angle into some original photography. The angle could be a beam of light, a projection, or a visual theme picked up in objects. It could also be a die cut or a varnish.

GraphicUse the angle when overlaying areas of colour. Altering the transparency can create dynamic shapes that can be used, but be aware that overlaying the colours will change their appearance.

The angle can also be an element when presenting charts or visual information.

Be careful not to overuse the angle in your designs. As a rule of thumb, up to four separate angle graphics should give you a sense of dynamism, particularly as you can also overlap the graphics.

PhotographicUse the angle to crop pictures, or overlay angled shapes to add dynamism and alignments to other graphic elements.

Smaller images are best shown as rectangles according to the grid. It is possible to use the angle on smaller pictures, but always make sure that the layout is clear.

TypeIn general, use common sense when applying the angle to type and typography. In this way, it is often better to follow the underlying grid.

Do not use the angle to mask part of a letterform that is below 12 point as this can affect readability. This technique can be used on larger display sizes, as shown on this spread.

In general, balance the technique against the legibility and clarity of your message.