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Financial Times Identity and Communication Guidelines 2012

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

Branding Elements 1.0

1.01 FT corporate logo


1.5x 1.5x

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 10mm Minimum size

FT Branding Elements: 1.01

1.02  FT corporate logo without Financial Times lettering


In very exceptional circumstances where the full FT corporate logo is unsuitable (for example on small promotional items) the FT square and FT lettering only may be used, subject to approval from the FT Marketing Department.
1.5x

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.

1.5x 10mm Minimum size

FT Branding Elements: 1.02

1.03 Two colour corporate logo on colour backgrounds


White backgrounds For use on different colour backgrounds that clash with FT Pink or do not provide enough contrast

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

Reversed out FT Grey version on FT Pink background

FT Branding Elements: 1.03

1.04 One colour corporate logo on colour backgrounds


Mono versions for non FT Pink backgrounds or backgrounds that clash with FT Pink

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.

Mono versions on FT Pink or FT newspaper backgrounds

Reversed out for mono executions

FT Branding Elements: 1.04

10

1.05 Corporate logo on photographic backgrounds


When using the FT corporate logo on photographic backgrounds, the shape of the FT square and the Financial Times name must be clearly readable. Never use a background with the same tonal value as the FT square. If there is any doubt about legibility, a more appropriate background colour should be selected.

FT Branding Elements: 1.05

11

1.06 Misuse of the FT corporate logo


The FT corporate logo should never be altered.

Example 1: The FT logo should NEVER be distorted

Example 2: NEVER change the colour

Example 3: NEVER change the shape

Example 4: NEVER add a keyline around the FT square

Example 5: Nothing should be altered or added

Example 6: Never respecify the FT lettering to become transparent to the background colour on which it is placed.

FT Branding Elements: 1.06

12

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

16.5mm Minimum size

FT Branding Elements: 1.07

13

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.

A publication from the Financial Times

An event from the Financial Times

FT Branding Elements: 1.08

14

1.09 Colour palette


Primary Colour Palette The primary FT brand colours are FT Pink, black, and white. The table on this page shows the recommended ink mixes and breakdowns for process colour, special/spot colour, desktop RGB and hexadecimal colour. Process colour breakdowns for FT Pink are approved custom breakdowns resulting from a series of press proofing tests on coated, uncoated, newsprint and pink newsprint stocks. When using process colour for digital output (e.g., large format and digital print), the objective should always be to pre-determine the closest possible match to the FT brand colours from the output device being used. The colours shown on this page and throughout these guidelines are not intended to match the *PANTONE Colour Standard.
*PANTONE is the property of Pantone, Inc.

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

FT Branding Elements: 1.09

15

1.09 Colour palette


Secondary colour palette To add more flexibility for design a secondary palette is available consisting of FT Blue or Pantone 295 and FT Grey or Pantone 432.
FT Blue FT Grey

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

FT Branding Elements: 1.09

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1.09 Colour palette


Tertiary colour palette FT Burgundy is intended to be used sparingly for use as an accent colour. Process colour breakdowns have been selected to achieve a desired result, and are not intended to match the *PANTONE Colour Standard.
*PANTONE is the property of Pantone, Inc.

FT Burgundy

Pantone 187 Coated Paper Stock C:0 M:100 Y:66 K:35 RGB R:153 G:0 B:0 Hexadecimal #990000

FT Branding Elements: 1.09

17

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.

FT Branding Elements: 1.10

18

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

Minimum size 85mm

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

FT Branding Elements: 1.11

19

1.12 FT Copy panel


The example shown here demonstrates the grouping of headline, subheading, bodycopy and endline. They are contained within an FT Pink background. The example also shows the copy panel at its optimum minimum size. All copy is ranged left with rag to the right, taking care not to have extensive rag.

X=Cap height of 11pt Benton Sans Bold

85mm (THIS IS THE MINIMUM)


2X 1.25X X 1.5X X 1.5X Body copy is Benton sans regular 8/12pt 2.6X

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.

Headline is 11pt Benton Sans Bold


Sub-head is 10pt Benton Sans Regular
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque lectus. Nunc urna justo, eleifend at, amet porttitor sit amet, viverra sed, erat. Morbi est. Phasellus mi Maecenas cursus. Aenean euismod hendrerit quam. Aliquam congue. Etiam odio nulla, scelerisque et, mi hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed pede semper lobortis. Vestibulum elit nisl, 57 words

X 2X 1.25X

FT Branding Elements: 1.125

20

Visual Language 2.0

1.25X X 1.5X X 1.5X Body copy is Benton sans regular 8/12pt

Headline is 11pt Benton Sans Bold over two decks 12 pt leading


Sub-head is 10pt Benton Sans Regular
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque lectus. Nunc urna justo, eleifend at, amet porttitor sit amet, viverra sed, erat. Morbi est. Phasellus mi Maecenas cursus. Aenean euismod hendrerit quam. Aliquam congue. Etiam odio nulla, scelerisque et, mi hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed pede semper lobortis. Vestibulum elit nisl, 57 words

2.01 Use of FT copy panel


There will be a master template of variations available to you, but for reference, this page shows various formats by which the copy panel can be used. Templates will be provided at the panels minimum size of 85mm. Copy is always range left but care should be taken to avoid extensive rag on the right. The ideal maximum word count for house adverts is approximately 57 words. For FT Conference advertising or FT promotional advertising where there is usually extensive body copy, the maximum word count will not apply as the body copy will be placed outside the copy panel.

X 2X 1.25X

1.25X

1.5X X 2X 1.25X

Headline is 11pt Benton Sans Bold over two decks 12 pt leading


Sub-head is 10pt Benton Sans Regular

1.25X 1.5X X 2X 1.25X

Headline is 11pt Benton Sans Bold


Sub-head is 10pt Benton Sans Regular

1.25X 1.5X X 2X 1.25X

Headline is 11pt Benton Sans Bold over two decks 12 pt leading

FT Visual Language: 2.01

22

2.01 Use of FT copy panel


No matter what size media the copy panel is being used on, the proportions of the panel will always remain the same. You can scale the panel up from the original master, but NOT down as it is supplied in its minimum size. The overall size of the copy panel may change, but the proportions within may not. The copy panel must be used in set proportions to the media, which is explained below. If body copy is being used in the panel then the panel must extend across 50% of the width of the media, whilst still adhering to the maximum body copy rule (see page 11). This means that the panel will always remain a landscape rectangle (NEVER a square) If body copy is not being used the panel may extend up to a MAXIMUM of 60% of the width of the media If the copy panel is being used on external retail applications and larger headlines are required the copy panel must not exceed a MAXIMUM of 70% of the width of the media. The copy panel should ALWAYS be anchored to the right hand side of the execution. If including body copy it is optional whether it is anchored to the top or bottom of the execution, however the space between the edge of the copy panel and the edge of the execution, must always be consistent as specified in the examples (left), usually set at 5% of the total height. This space may vary in retail from that of house ads where applications may require more space. For some campaign advertising, where the image is the main focus and there is little body copy, the copy panel may be anchored to the very top of the execution. For all FT newspaper adverts a keyline must be included of 0.7pt. For full bleed photographic, a black keyline to be used and an FT Blue keyline for blue backgrounds.
FT Visual Language: 2.01 23

Retail execution (e.g. poster) 70% of the width

With body copy 50% of the width

Without body copy 60% of the width

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
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque lectus. Nunc urna justo, eleifend at, amet porttitor sit amet, viverra sed, erat. Morbi est. Phasellus mi Maecenas cursus. Aenean euismod hendrerit quam. Aliquam congue. Etiam odio nulla, scelerisque et, mi hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed pede semper lobortis. Vestibulum elit nisl, 57 words

Headline is 11pt Benton Sans Bold over two decks 12 pt leading


Sub-head is 10pt Benton Sans Regular

5%

2.01 Use of FT copy panel


Mono adverts For an FT newspaper mono advert with a dark background (which is recreated to 85% black when there is no image present), the panel device should be white so the newspaper stock shows through. For all mono FT newspaper adverts, a keyline of 0.7pt 100% black must be included as a border. For all non FT newspaper mono adverts the copy panel should be a 20% tint of black. Please note: if applications are non FT newspaper adverts and are being reproduced externally the FT corporate logo must be included. It should ideally be positioned at opposite ends to the copy panel, however this is not the case for co-branded executions.
Headline is 11pt Benton Sans Bold over two decks 12 pt leading
Sub-head is 10pt Benton Sans Regular
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque lectus. Nunc urna justo, eleifend at, amet porttitor sit amet, viverra sed, erat. Morbi est. Phasellus mi Maecenas cursus. Aenean euismod hendrerit quam. Aliquam congue. Etiam odio nulla, scelerisque et, mi hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed pede semper lobortis. Vestibulum elit nisl, 57 words

5%

Headline is 11pt Benton Sans Bold over two decks 12 pt leading


Sub-head is 10pt Benton Sans Regular
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque lectus. Nunc urna justo, eleifend at, amet porttitor sit amet, viverra sed, erat. Morbi est. Phasellus mi Maecenas cursus. Aenean euismod hendrerit quam. Aliquam congue. Etiam odio nulla, scelerisque et, mi hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed pede semper lobortis. Vestibulum elit nisl, 57 words

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%

FT Visual Language: 2.01

24

2.01 Use of FT copy panel


Examples of small and irregular sized adverts Please note: on share squares the minimum sized copy panel should be used but positioned leaving around 5.4 mm on the left margin between the edge of the advert and the edge of the panel. Dotted lines may be amended accordingly.

Headline is 11pt Benton Sans Bold over two decks 12 pt leading


Headline is 11pt Benton Sans Bold over two decks 12 pt leading
Sub-head is 10pt Benton Sans Regular

Sub-head is 10pt Benton Sans Regular

Share square 100 x 83 mm

Front page solus 210 x 95 mm

FT Visual Language: 2.01

25

2.01 Use of FT copy panel


Co-branded adverts For sub-branded ads the FT corporate logo must be included and the copy In association with to be inserted above sponsor logos. See examples here. Ideally we would recommend no more than two logos in addition to the FT corporate logo. Partner logos MUST NOT be larger in proportion to the FT corporate logo. FT corporate logo clear space must be adhered to when positioning partner logos.

In association with

Headline is 11pt Benton Sans Bold over two decks 12 pt leading


Sub-head is 10pt Benton Sans Regular
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque lectus. Nunc urna justo, eleifend at, amet porttitor sit amet, viverra sed, erat. Morbi est. Phasellus mi Maecenas cursus. Aenean euismod hendrerit quam. Aliquam congue. Etiam odio nulla, scelerisque et, mi hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed pede semper lobortis. Vestibulum elit nisl, 57 words
In association with

Headline is 11pt Benton Sans Bold over two decks 12 pt leading


Sub-head is 10pt Benton Sans Regular
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque lectus. Nunc urna justo, eleifend at, amet porttitor sit amet, viverra sed, erat. Morbi est. Phasellus mi Maecenas cursus. Aenean euismod hendrerit quam. Aliquam congue. Etiam odio nulla, scelerisque et, mi
In association with

Headline is 11pt Benton Sans Bold over two decks 12 pt leading


Sub-head is 10pt Benton Sans Regular
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque lectus. Nunc urna justo, eleifend at, amet porttitor sit amet, viverra sed, erat. Morbi est. Phasellus mi Maecenas cursus. Aenean euismod hendrerit quam. Aliquam congue. Etiam odio nulla, scelerisque et, mi hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed pede semper lobortis. Vestibulum elit nisl, 57 words

hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed pede semper lobortis. Vestibulum elit nisl, 57 words

FT Visual Language: 2.01

26

2.02 Copy led advertising


18% 21%

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:

Benton Sans bold 30/35pt or 38/43pt maximum


Sub-heading stays above the dotted rule in Benton Sans medium and must be 15/19pt leading.

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.

Preferred maximum body copy length

20%

5% 50%

FT Visual Language: 2.02

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2.02 Copy led advertising


18% 21%

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%

Are we back in business?


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. For any call to actions please use Benton Sans medium 11/15pt leading.

Minimum clearspace 10%

5% 50%

FT Visual Language: 2.02

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2.02 Copy led advertising


21% 16%

This is the headline Benton Sans bold 30/35pt maximum


Sub-heading stays above the dotted rule in Benton Sans medium and must be 15/19pt leading.

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.

Preferred maximum body copy length

12%

5% 18%

FT Visual Language: 2.02

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2.03 Visual tone of voice


There are three main visual styles that can be chosen depending on requirement, budget and timing: Photographic full bleed Illustration Cut out/Packshot Photographic style (including cut outs): imagery must be powerful, visually surprising, bright, energetic, colourful and modern. Should avoid grey, stereotypical business imagery and negative business performance. Much of the intelligence, wit and decoding of the FT advertising style derives from the use of visual imagery. If using photographic imagery, images must be from an approved selection or approval must be obtained from the FT Marketing Department. Illustration: Illustration can provide fast turnaround cost-effective work. The first example shows a photographic full bleed image, the second example shows an illustrative approach to imagery and the last example shows a cut out image, copy led approach. Whilst remaining the expert on world business and providing actionable insight, the FT is a brand of stature, intelligence, authority and credibility. The FT presents these virtues with a fresh perspective of the modern business times we live in. The Financial Times uses arresting visual wit, subverting expectation and viewing business through a unique and different lens.

Headline is 11pt Benton Sans Bold over two decks 12 pt leading


Sub-head is 10pt Benton Sans Regular

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FT Visual Language: 2.03

30

2.03 Visual tone of voice


If packshots are required then either a cut out image can be used or a full bleed packshot image if available. There is a library of packshot images which can be found on the FT advertising site along with these guidelines.

FT Digital Business
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Headline is 11pt Benton Sans Bold over two decks 12 pt leading


Sub-head is 10pt Benton Sans Regular
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Quisque lectus. Nunc urna justo, eleifend at, amet porttitor sit amet, viverra sed, erat. Morbi est. Phasellus mi Maecenas cursus. Aenean euismod hendrerit quam. Aliquam congue. Etiam odio nulla, scelerisque et, mi hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed pede semper lobortis. Vestibulum elit nisl, 57 words

FT Visual Language: 2.03

31

2.03 Visual tone of voice


Copy only ads may fall under the second category (illustration), when the copy outside the copy panel is used in an illustrative/typographic style.
THE

THE

THE

THE

OF

UPS DOWNS INS OUTS ETFS


Profit from Exchange Traded Funds at www.ft.com/etf
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2.04 Copy tone of voice


Business and finance have become the driving force in shaping the world. The business world is all pervasive and there has never been more interest in it. This is an exciting time to be in business, which is shaping the world more than ever before. To understand and stay ahead in this world, it makes sense to turn to the specialists: the Financial Times. The FT tone of voice should be: ARRESTING in that the FT demands attention because of its authority and expertise. CLEVER because FT journalism is knowledgeable, intelligent and shrewd. SUCCINCT because the FT handles complex issues with clarity and flair.

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Enter the emerging markets


The worlds emerging markets offer unrivalled opportunities for business that extend well beyond the four Bric economies. On beyondbrics, the FT's emerging markets hub, discover the full potential not just in Brazil, Russia, India and China, but in countries ranging from Argentina to Vietnam. With blog posts from around 40 specialist writers, make the most of emerging markets at www.ft.com/beyondbrics

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