Professional Documents
Culture Documents
Contents
Introduction Strategic framework 1.0 FT branding elements: 1.01 FT corporate logo 1.02 FT corporate logo without Financial Times 1.03 Two colour logo on colour backgrounds 1.04 One colour logo on colour backgrounds 1.05 Logo use on photographic backgrounds 1.06 Misuse of the FT corporate logo 1.07 FT masthead 1.08 Endorsement for products/services/events within the portfolio 1.09 Colour palette 1.10 Typeface 1.11 FT endline 1.12 FT copy panel 7 8 9 10 11 12 13 14 15 18 19 20 4 5
Contents
2.0 Visual language Principles and guidelines for: internal and external advertising 2.01 Use of FT copy panel 2.02 Copy led advertising 2.03 Visual tone of voice 2.04 Copy tone of voice 22 27 32 33
Introduction to the FT brand The ultimate aim of a brand is to help audiences understand who we are, what we stand for, where we are going and what makes us different. It helps to define our image and mould perceptions about us. These Identity and Communication Guidelines have been devised to enable the FT to achieve consistency throughout its printed and online communications. They are intended to assist the FT in its development of a consistent, powerful and global brand based on its strengths and heritage. Four elements harmonise the graphic look of the FT advertising style, so that consistency can be maintained across a rich series of content matter. As with the strategic approach, the graphic look is born from the newspapers iconic design. Copy panel typefaces and endline Colours use of black and pink Visuals photographic and illustrative style Tone of voice
Strategic Framework
The main FT corporate logo is made up of three elements: the FT square, the FT letters and the FTs full name.
1.5x
The colours used are FT Pink and FT Grey. Exclusion Zone It is important to ensure that the corporate logo is clearly reproduced and prominent. For this reason an exclusion zone or clear space area has been created in which no other graphics or text should appear. It helps to ensure clarity and improve the impact of the corporate logo. The clear space is defined here by the red keyline box where the distance between the letters FT and the top of the square is equal to x. The calculation is made by multiplying x by 1.5 and it is the distance away from the edge of the FT corporate logo which defines the exclusion zone.
0.5x
Minimum usage size The example, shown here, is the minimum size in which the corporate logo should ever appear. The corporate logo must never be reproduced any smaller than 10mm wide.
1.5x
1.5x
The colours used are FT Pink and FT Grey. Exclusion Zone It is important to ensure that the corporate logo is clearly reproduced and prominent. For this reason an exclusion zone or clear space area has been created in which no other graphics or text should appear. It helps to ensure clarity and improve the impact of the corporate logo. The clear space is defined here by the red keyline box where the distance between the letters FT and the top of the square is equal to x. The calculation is made by multiplying x by 1.5 and it is the distance away from the edge of the FT corporate logo which defines the exclusion zone. Minimum usage size The example, shown here, is the minimum size in which the corporate logo should ever appear. The corporate logo must never be reproduced any smaller than 10mm wide.
When using the FT corporate logo on colour backgrounds, the FT square should always be fully visible, and the Financial Times name must have sufficient contrast to be clearly readable. For white backgrounds the main FT corporate logo (FT Pink and FT Grey) should be used. This option may also be applied to backgrounds with sufficient contrast to ensure clear legibility of the FT logo. Where the background colour is FT Pink, a reversed out (FT Grey) should be used. However in the case of advertising executions, where a duotone effect is required, a reversed out (Black) option should be used. If your background colour does not provide sufficient contrast, or clashes with FT Pink (e.g. bright yellow), the version consisting of FT Grey square and FT Pink FT letters should be used.
Dark backgrounds
As mentioned on the previous page on all FT newspaper advertising formats the FT corporate logo should appear reversed out black. For use on non FT Pink backgrounds or backgrounds that clash with FT Pink the mono versions are to be used accordingly so that the colour of the background does not show through the FT lettering. This rule also applies to image backgrounds. For reasons of legibility the FT corporate logo should never appear in reversed out FT Pink or in reversed out on a background of FT Pink.
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Example 6: Never respecify the FT lettering to become transparent to the background colour on which it is placed.
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1.07 FT Masthead
The FT Masthead is the identity mark used at the top of the FT weekday newspaper. It forms part of the We live in Financial Times strapline and is occasionally used for branding purposes where the main FT corporate logo is not suitable.
1.5x
1.5x
1.5x
The FT Masthead has been created as an Illustrator eps file. DO NOT try to alter the construction by adjusting the positions, proportions or typefaces. Exclusion Zone If the Masthead is being used as a logo and not in conjunction with any endorsements, it is important to ensure that it is clearly reproduced and prominent. For this reason an exclusion zone or clear space area has been created in which no other graphics or text should appear. This helps to ensure clarity and improve the impact of the logo. The clear space is defined here by the red keyline box where x is equal to the cap height. The calculation is made by multiplying x by 1.5 and it is the distance away from the edge of the Masthead which defines the exclusion zone. Minimum usage size The example, shown here, is the minimum size in which the Masthead should ever appear.
1.5x
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1.08 Endorsement for products/services/events within the portfolio A service from the Financial Times
If a company, product or service is endorsed by the brand or the organisation then A service from the Financial Times or A publication from the Financial Times or An event from the Financial Times will be used. These endorsements are formed using Benton Sans regular and Benton Sans Medium. Normal rules of clarity apply where the minimum legible type size should be no less than 6pt.
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FT Pink
Black
White
Pantone 473 Coated Paper Stock C:0 M:18 Y:26 K:0 Uncoated Paper Stock (FT Newspaper) C:0 M:18 Y:30 K:0 RGB R:255 G:204 B:153 Hexadecimal #FFCC99 Coated Paper Stock C:50 M:50 Y:50 K:100 Uncoated Paper Stock (FT Newspaper) C:0 M:0 Y:0 K:85
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Please note there is a CMYK breakdown change for printing FT Blue in the FT newspaper. This Process colour breakdown has been selected to achieve a desired result, and is not intended to match the *PANTONE Colour Standard. Process colour breakdowns for FT Grey are approved custom breakdowns resulting from a series of press proofing tests on coated, uncoated, newsprint and pink newsprint stocks.
*PANTONE is the property of Pantone, Inc.
Pantone 295 Coated Paper Stock C:100 M:61 Y:0 K:45 Uncoated Paper Stock (FT Newspaper) C:85 M:25 Y:0 K:10 RGB R:0 G:47 B:95 Hexadecimal #002F5F
Pantone 432 Coated Paper Stock C:23 M:0 Y:0 K:79 RGB R:51 G:51 B:51 Hexadecimal #333333
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FT Burgundy
Pantone 187 Coated Paper Stock C:0 M:100 Y:66 K:35 RGB R:153 G:0 B:0 Hexadecimal #990000
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1.10 Typeface
Benton Sans is the primary typeface for all FT communications (headlines and body copy).
Benton Sans Light abcdefghijklmnopqrstuvwxyz 1234567890<%$!()?@&> Benton Sans Regular abcdefghijklmnopqrstuvwxyz 1234567890<%$!()?@&> Benton Sans Italic abcdefghijklmnopqrstuvwxyz 1234567890<%$!()?@&> Benton Sans Medium abcdefghijklmnopqrstuvwxyz 1234567890<%$!()?@&> Benton Sans Medium italic abcdefghijklmnopqrstuvwxyz 1234567890<%$!()?@&>
Benton Sans Bold abcdefghijklmnopqrstuvwxyz 1234567890<%$!()?@&> Benton Sans Bold Italic abcdefghijklmnopqrstuvwxyz 1234567890<%$!()?@&> Benton Sans Black abcdefghijklmnopqrstuvwxyz 1234567890<%$!()?@&> Benton Sans Black Italic abcdefghijklmnopqrstuvwxyz 1234567890<%$!()?@&>
As a general rule, Benton Sans Regular should be used for advertising, but Benton Sans Bold may be used to add emphasis to headlines. Benton Sans Medium or Bold may also be used to add emphasis to words or phrases within body copy. Headlines are typeset in Benton Sans Bold, subheadings are typeset in Benton Sans Medium and bodycopy in Benton Sans Regular. All copy is upper and lowercase, ranged left, ragged right, paying attention to avoid extensive rag. The FT has a specific cut of the Benton Sans font for queries please contact the FT Marketing Department.
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1.11 FT Endline
The FT Endline should be used on all communication where feasible. The element We live in FINANCIAL TIMES has been created as an Illustrator eps file. DO NOT try to alter the construction of this approved design by adjusting the positions, proportions or typefaces. The endline is normally housed inside the copy panel which contains an FT Pink background. The size and position of the endline is determined according to the size of the media used. Minimum usage size The minimum size that the endline can appear, on advertising, for legibility purposes, is 85 mm from beginning of panel to end. For other minimum usage sizes please refer to specific execution sections.
1.5x 1.5x 1.5x
Exclusion Zone It is important to ensure that the endline is clearly reproduced and prominent. For this reason an exclusion zone or clear space area has been created in which no other graphics or text should appear.
1.5x
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A copy panel should never be used without the FT Endline in advertising. If producing mono adverts for the FT newspaper then the panel must be reversed out/white when appearing on a dark background and 20% black when appearing on a light background. If a mono advert is appearing in an external publication a 20% black tint should work appropriately for both light and dark backgrounds.
X 2X 1.25X
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X 2X 1.25X
1.25X
1.5X X 2X 1.25X
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5%
Headline is 11pt Benton Sans Bold over two decks 12 pt leading
Sub-head is 10pt Benton Sans Regular
5%
Headline is 11pt Benton Sans Bold over two decks 12 pt leading
Sub-head is 10pt Benton Sans Regular
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5%
5%
For quarter page and similar executions the size of the FT corporate logo is calculated at 8.5% of the width of the execution and should be positioned with a distance of 5% of the total height away from the outer edges.
5%
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In association with
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30%
For adverts where a copy panel is not required or appropriate, the style and specific measurements must follow the examples shown here and overleaf. Measurements are given in percentages which are relative to the page dimensions of the advert. Adverts which fall under this category are copy heavy adverts and adverts where the image is not the primary focus. There are three layout styles under this category:
This first example shows a copy only advert where aheadline and/or copy are the primary focus. Type sizes shown here are relative to quarter page (170mm x 280mm) or similar sizes. Please note: For larger adverts such as full page (345mm x 560mm), recommended maximum sizes are: headline (longer copy) 60/72pt and headline 75/88pt Benton Sans bold; subhead 27/35pt BentonSans medium; body copy 22/30pt Benton Sans regular.
3.5%
Body copy must be 11/15pt leading in Benton Sans regular and must be range left with attention to reducing a ragged edge. Care must be taken to ensure body copy does not extend beyond the word FINANCIAL in the endline. Body copy must be 11/15pt leading in Benton Sans regular and must be range left with attention to reducing a ragged edge. Care must be taken to ensure body copy does not extend beyond the word FINANCIAL in the endline. For any call to actions please use Benton Sans medium 11/15pt leading.
20%
5% 50%
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This layout provides opportunity to include both imagery and copy. Please note: For larger adverts such as full page (345mm x 560mm), recommended maximum sizes are: headline (longer copy) 60/72pt and headline 75/88pt Benton Sans bold; subhead 27/35pt Benton Sans medium; body copy 22/30pt Benton Sans regular.
50%
57%
3.5%
5% 50%
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This example shows a copy heavy advert using bullets and lengthy copy. The layout changes to accomodate copy although headline copy size must be no greater than 30pt on quarter page and similar sizes.
3.5%
Ski Verbier and Blink are offering FT Weekend readers the chanceto win an exclusive ski trip for four people next January, travellingby private jet to the stunning resort of Verbier in Switzerland. Youll stay in the chalet-style Hotel Mont Gel just metres from the piste and one of Verbiers only genuine ski in/ski out properties, as well as an easy walk to the town centres excellent bars, restaurants and entertainments. This superb prize includes:
n Return
flights, travelling in style on Blink Europes air taxi service from your nearest Blink operating airport
Private transfers to and from Sion airport, just 50 minutes from Verbier 4 nights bed-and-breakfast with Ski Verbier the leading chalet and hotel specialist in the charming Hotel Mont/Gel, with afternoon tea and canaps included 4-day, full area lift passes for your whole group
For your chance to win this exclusive 2011 ski break, just collect two codes from FT Weekend and enter them at www.ft.com/ski Your second code is verbier and well print the last code on 27 February in FT Weekend.
12%
5% 18%
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FT Digital Business
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Contacts
If you have any queries please contact: Ellie Turner or Rob Taylor on 020 7873 3453 or at marketing.design@ft.com