Brand guidelines...Brand guidelines //// 5 Some applications of the logotype might demand variations in colour or reformatting the logotype. 1.3 Where there is not enough space to

Brand guidelines

May 2017 //// V2

https://www.bvca.co.uk/

Brand guidelines //// 2

These guidelines show how we employ our brand elements to communicate with our audiences. It is important to use the design guidelines consistently in the design and development of BVCA communications across all media. In unison, these elements represent our unique identity and build brand recognition.

WelcomeIntroducing the brand elements

Colour palette main brand

Monogram application

Departments branding application

Print representation stationery

Logotype application

Departments hierarchy

Typographic palette primary

Photography

Print representation

Logotype

Colour palette support colours

Brand devices

Departments branding icon sets

Print representation stationery specifications

Logos

Department brand structure

Typographic palette secondary

Typesetting

Digital representation presentations

Digital representation website

Common mistakes

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01/ BVCA BRAND ELEMENTS

02/ DEPARTMENT BRANDING

03/ PHOTOGRAPHY AND TYPESETTING

2804/ PRINT SPECIFICATIONS


= The logotype

= The symbol

= The monogram

= The block

= The hatched lines

Introducing the brand elements

i The colour for our logo is Pantone 186c. When it is not possible to reproduce the logo in red, it may appear in either black or white.


The logotype is the visual representation of the BVCA brand. As the core element of our visual identity, it serves as a universal signature across all communications and corporate materials. It is our guarantee of excellence and professionalism.

1.1 Our logotype consists of two elements, the symbol and the wordmark. Whilst the symbol can be used on its own, the wordmark must not appear without its symbol.

1.2 The symbol without wordmark can be used.

WORDMARKSYMBOL

Logotype

i File formats available include EPS, JPEG and PNG. The correct format and colour space should be used to avoid misrepresentations of the BVCA brand.

i The logotype should not be redrawn, digitally manipulated or altered in any way. It must always be reproduced from a digital master reference. Always ensure to use the correct artwork format.


Some applications of the logotype might demand variations in colour or reformatting the logotype.

1.3 Where there is not enough space to use the wider main logo, a vertically stacked logo can be employed.

1.4 A black version of the logo has been created for monochromatic reproductions or exceptional occasions where the logo is printed very small and single-plate printing is required.

1.5 Reversed out version, represented here on red, can also be used over a photograph or an abstract background.


i The colour for our logo is Pantone 186c. When it is not possible to reproduce the logo in red, it may appear in either black or white as shown above.

i The logo must always have a good contrast with the background to ensure maximum impact and legibility on all our communications.


There are a range of logotype size options, this ensures flexibility, legibility and balance throughout all applications.


1.6 Small-use logo: for use at or under 10mm height.

1.7 Keyline small-use logo: for use at or under 10mm height when reproduction of solid red may not be possible.

1.8 Stacked keyline small-use logo: for use at or under 10mm height when reproduction of solid red may not be possible and when not enough space for main logo.

1.9 4mm logo: for use on very small applications, such as branded promotional items.

1.10 Recommended sizes of logo for standard paper sizes.

i The size of the document should dictate the size of the logo. On a non-standard size please use your discretion to maintain legibility and proportion to sizes specified above.

A5

A4

A3

36mm

41mm

51mm


The integrity of the logotype is protected by a clear space known as the ‘exclusion zone’, this should be kept clear in all instances.


1.11 Exclusion zone around the BVCA symbol and wordmark is ½ width of the BVCA symbol.

1.12 Positioning and alignment of type in relation to the logotype.

i The exclusion zone is defined by ½ width of the BVCA symbol.

The point of alignment with the logo is the left-hand edge of the wordmark, so that the symbol is always to the left of any vertical point of alignment.

When the logo is used without the wordmark the alignment point remains the same.

x

½ x

½ x


There is an opportunity to support the logotype with a strapline. The brand allows for two options as displayed below. These are for use with the logotype or monogram.

Logos

1.13 Funding the future; this strapline is set over two lines in Berthold Walbaum Italic tracked at –30/1000em and tightly leaded, fitting the cap height and the baseline of the second line to the baseline of the monogram and the bottom of the symbol respectively.

1.14 Be connected; this strapline is set over one line in Berthold Walbaum Medium Italic tracked at –30/1000em with a matching x-height to the typography in the wordmark. As displayed, it is positioned on a baseline equal to half the size of the symbol.

Fundingthe future

Be connected

1.15 Member logos; we send out our member firm logos to members – these can be used on company websites and printed collateral, either full colour or black and white.


i Suggested applications include, front cover designs, pull-up banners, PowerPoint presenations etc.

The BVCA monogram may be used as a graphic device. Examples of application are shown below.

Monogram application

1.16 Monogram, often contained in the BVCA logotype symbol. It can also be used in isolation. This element is best suited at display sizes set at an opacity.

1.17 Positioning of monogram used at 50% opacity of white. The bleed area of the element is 1/16 of the monogram’s original height.


The hatched lines can be added to any materials. They can be used to add texture to a page, to break up information and as a fill for shapes and letter forms.

Brand devices

1.18 Hatched lines construction; the angle of the hatched lines is inherited from the angle of the ‘V’ and ‘A’ strokes in the monogram.

56.5º


The hatched lines are very versatile and make our communications more recognisable as BVCA materials.

Brand devices

i The default width of the lines is 0.25pt, but this can be altered depending on application.

1.19 The lines are set at the same angle as the ‘V’ and ‘A’ letters in our logo.

1.20 The lines are available in black, white and Pantone warm grey 11c, and are all available as master references.


The hatched lines can be used to overlay images or used as a graphical device to balance the white space throughout a design.

Brand devices

1.22 The hatched lines may be used with typography, however please make sure that the copy is legible.

1.23 The monogram with 4 diagonal lines may be used as a monogram (see page footer below).////

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1.21 The hatched lines can be used as a block to accompany text.


The block may be used as a device, either cropped or in full, the corner radius must remain in its original form.

Brand devices

1.24 For use with typography as section or interval heading.

1.25 Use the device to overlay an image, using multiply and 100% opacity.

FIND OUT MORE


Our primary typeface is Walbaum and this should be used on all of our materials. It is available in roman, bold and italic versions, (typically used as a headline font, and as pull-outs etc.).

Typographic palette primary

Berthold Walbaum

Georgia

Reg

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1.26 Where Walbaum cannot be used, such as in Microsoft applications or online, please substitute with Georgia.

Reg

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Italic

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Typographic palette secondary

Arial

Helvetica Neue

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1.28 Where Helvetica Neue cannot be used, such as in Microsoft applications or online, please substitute with Arial.

Reg

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Italic

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1.27 For contrast or for setting very small text, Helvetica Neue – which is available in a variety of fonts – can be used.

Our secondary typeface is Helvetica Neue and should be used to support all of our materials. It is available in roman, bold and italic versions. (typically used as body copy on BVCA communiications).


Pantone 186c is our core colour, and together with Pantone warm 11c they form our primary colours. The core Pantone 186c should be used on all our materials, and where possible in combination with Pantone warm grey 11c and white.

Colour palette main brand

90%

80%

70%

60%

50%

40%

30%

20%

10%

90%

100%100%Pantone 186c Pantone Warm Grey 11c – Our Industry

80%

70%

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50%

40%

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1.29 Pantone 186c CP: 7 100 82 26 UP: 1 91 72 3 RGB: 166 25 46 HTML: # A6192E

1.30 Pantone Warm Grey 11 CP: 26 36 38 68 UP: 52 50 52 10 RGB: 110 98 89 HTML: # 6E6259

Based on latest Pantone colour guide 2017, CP = Coated (CMYK), UP = Uncoated (CMYK).


90% 100%80%70%60%50%40%30%20%10%

1.36 Pantone 275 CP: 100 100 7 56 UP: 86 92 1 4 RGB: 32 23 71 HTML: # 201747

Pantone 275c – Media & Publications

Our departments are represented by specific colours. Materials for each department must use its own brand colour as specified below. This can be used in conjunction with the main brand colours and always with good use of white space.

Colour palette support colours

90% 100%80%70%60%50%40%30%20%10%

1.37 Pantone Warm Grey 3 CP: 9 11 13 20 UP: 8 9 11 20 RGB: 191 184 175 HTML: # BFB8AF

90% 100%80%70%60%50%40%30%20%10%

1.35 Pantone 312 CP: 88 0 11 0 UP: 72 0 12 0 RGB: 0 169 206 HTML: # 00A9CE

Pantone 312c – Training

90% 100%80%70%60%50%40%30%20%10%

1.32 Pantone 7665 CP: 64 84 0 32 UP: 72 95 8 0 RGB: 94 54 110 HTML: # 5E366E

Pantone 7665c – Policy

90% 100%80%70%60%50%40%30%20%10%

1.33 Pantone 7730 CP: 68 0 71 18 UP: 59 0 68 12 RGB: 75 149 96 HTML: # 4B9560

Pantone 7730c – Research

90% 100%80%70%60%50%40%30%20%10%

1.34 Pantone 611 CP: 7 1 89 10 UP: 5 3 100 13 RGB: 215 200 38 HTML: # D7C826

Pantone 611c – Events

90% 100%80%70%60%50%40%30%20%10%

1.31 Pantone 201 CP: 7 100 68 32 UP: 8 89 59 22 RGB: 157 34 53 HTML: # 9D2235

Pantone 201c – Membership

Pantone Warm Grey 3


Membership PolicyOur Industry

General Partners Political Engagement

Limited Partners Tax, Legal & Regulatory

Professional Services & Financial Institutions

Policy Submissions

Investee Companies Transparency & Disclosure

The chart below represents the departments and sequence how they should appear throughout all communications.


i All course material needs to be consistent and on brand.

2.1 Department listings in order of preference.

2.2 Course materials


EventsResearch Training Media & Publications

BVCA Research Reports

Conferences & Forums Starting out: 0–18 months

News

Industry Activity Dinners, Breakfasts & Receptions

Experienced: 18+ months

Thought Leadership

Industry Performance Sectors Support Team Courses Guides

Case StudiesAcademic Research Portal

Regions e-Learning

In-house

It is important that if departments are listed that the hierarchy always remains consistent.



This page shows how the department brand is structured and explains how the three main elements work in relationship terms (1) department block, (2) department title and (3) department support icons.

Department brand structure

Sector icon area

Sector icon area

Sector icon area

Sector name

Banner title area

Banner title area

Banner title area

Branches icons area

Branches icons area

Branches icons area

i Diagram shows relationship of the sector brand sector positioning options.

2.3 The department brand structure – see example right.

2.4 The sector brand structure – see example right.

2.5 The course brand structure – see example right.

(1)

(3)

(2)


The following examples show the relationship and structure of the Training department and the sector brand. The example is the experienced sector, showing the cog device and how this works with the course structure.

Departments branding application

2.6 Training sub-brand, should be uncluttered and work in harmony with the greyed out icons.

2.7 Experienced sector – this uses the cog icon, which is extracted from the master brand – this can be used as a greyed icon in top right hand corner as shown.

2.8 Shows layout for course structure branding.

Evaluating, Evolving and Working with Management Teams

Experienced: 18+ months

Experienced18+ months


General Partners


2.10 Membership

2.9 Our Industry

2.11 Policy

The departments symbols are made up of four sections which are individually represented with an icon. These can be deconstructed and used to represent the particular area either as a support graphic device or in conjunction within the department block.

Membership

Training

Events

Research

Media & Publications

SELECTED ICONS - EDITED TO BE MORE CONSISTANT

PolicyLimited Partners Professional Services

& Financial InstitutionsInvestee CompaniesMembership

Training

Events

Research



PolicyPolitical

EngagementTax, Legal & Regulatory

Policy Submissions Transparency & Disclosure

Our Industry

The Our Industry department block is the only block not made of four sections.

Typical department block example.

Typical support graphic example.



2.12 Research

2.13 Events

2.14 Training

2.15 Media & Publications

Membership

Training

Events

Research



PolicyMembership

Training

Events

Research



PolicyMembership

Training

Events

Research



PolicyMembership

Training

Events

Research



PolicyBVCA Research

Reports

Conferences & Forums

Starting Out: 0–18 Months

News

Industry Activity

Experienced: 18 Months+

Thought Leadership

Industry Performance

Sectors

Support Team Courses

Guides

Academic Research Portal

Regions

E–Learning

Case Studies

Dinners, Breakfasts & Receptions


PhotographyPeople images are often used with regards to how we present ourselves, particulary at events.

i Images showing modern building/environments as close ups or abstracts reinforce the perception that BVCA are a modern contemporary organisation.

i Objects can benefit from being photographed at unusual angles; this creates interesting dynamic compositions.

3.1 Environments should be shown in a clean and uncluttered way, so that the focus remains firmly on the person.


Photography

i Unusual crops create interesting and intriguing images, and can also make space for text positioning.

3.2 The style, angle, composition or crop can help increase the impact of the image.

TypesettingShows a typical typographical spread – brochure layout.

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04 /// BVCA Ipsum Primis

INDUSTRY INSIGHT

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3.3 Helvetica Neue 55 Roman – 8/10pt.

3.4 Main heading Walbaum Regular – 24/28pt.

3.5 Sub heading (pull-out) – 12/13pt Walbaum Regular/Medium.

3.8 Text – 8/10pt Walbaum Regular.


3.6 Initial caps may be used, these need to spaced out between line spacing, in this case 5 lines depth – Walbaum Regular 71/76 pt.

3.7 Pull-outs/quotes – Walbaum Medium Italic 11/13pt.

Typesetting

INDUSTRY INSIGHT

BVCA Ipsum Primis /// 05

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3.9 Captions – 6/8pt Helvetica Neue Medium/Bold.

3.10 The footer uses the chevron monogram icon as a seperator.



Print representation stationeryAs well as our printed stationery, a full set of word templates are available for letters, faxes, agendas, memos, minutes and press releases.

4.1 All templates are ready for use in Microsoft Word and are set in the correct size with the correct margins.



4.2 The specifications for the letterhead are set out here.

British Private Equity & Venture Capital Association 1st Floor North, Brettenham House, Lancaster Place, London WC2E 7EN T +44 (0)20 7420 1800 F +44 (0)20 7420 1801 [email protected] www.bvca.co.uk

British Private Equity & Venture Capital Association 5th Floor East, Chancery House, 53-64 Chancery Lane, London WC2A 1QST +44 (0)20 7492 0400 F +44 (0)20 7492 0401 [email protected] www.bvca.co.uk

Attn: John SmithTitleCompany NameAddress line oneAddress line twoCity Country Postcode

00 Month Year

Dear Name

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Yours sincerely,

Anne SurnameTitleDirect: + 44 (0)20 7420 [email protected]

Enclosure(s)cc.

30.7mm

30.7mm

30.7mm

Georgia Regular 10 point on single line spacing condensed by 0.1pt

Georgia Bold 10 point on single line spacing condensed by 0.1pt

24.2mm



Date 01 December 2011Time Meeting timeLocation Location of meetingSubject Subject of meetingAttendees Name One, Name Two, Name ThreeApologies Name One, Name Two, Name Threecc Name One, Name Two, Name ThreeEnclosure(s) None

Heading of the agenda

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nduntur, quatus, odisciist fuga.

Agenda

British Private Equity & Venture Capital Association 1st Floor North, Brettenham House, Lancaster Place, London WC2E 7EN T +44 (0)20 7420 1800 F +44 (0)20 7420 1801 [email protected] www.bvca.co.uk

40mm

25.4mm

Georgia Bold, 13 point on multiple line spacing at 1.2, letter spacing condensed by 0.1pt. Rule offset by 3.2mm.

Georgia Bold, 10 point on single line spacing, letter spacing condensed by 0.1pt.

Georgia Regular, 10 point on single line spacing, letter spacing condensed by 0.1pt. Tabbed at 3mm.

Georgia Regular, 10 point on single line spacing, letter spacing condensed by 0.1pt.

Georgia Bold, 13 point on multiple line spacing at 1.2, letter spacing condensed by 0.1pt.

Georgia Regular, 10 point on single line spacing, letter spacing condensed by 0.1pt.

24.2mm

30.7mm

4.3 The specifications for the agenda are set out here. These specifications also apply to the fax, memo, minutes and press release.


BE

NE

FIT

S 2

016

MembershipBenefits

Print representationBrochure and leaflet designs follow the same rules as applied to all BVCA materials. The guidance below isn’t intended to infringe on any creative work, but rather to give an overview of the key principles for BVCA branding on external communications.

4.4 The BVCA logotype is always positioned at the edge of the format in clear space.

Representing you and your industryBy utilising the collective voice of more than 600 member firms we have been able to effectively represent the private equity and venture capital industry for over 30 years to policymakers, regulators and media across Europe.

Through encouraging the collaboration of LPs and GPs to work together and by providing the platform to do so, our LP Committee and other committees have focused on the key areas impacting LPs.

We address areas important to LPs• Improving performance measurement • Responsible investment • Benchmarking • Reporting • Governance • Co-investments • Due diligence • Regulation

Market insight and intelligenceWe conduct and publish our own research, technical updates, bulletins, guides and political briefs on the industry to ensure our members are aware of latest trends, strategies and opportunities available to LPs and GPs across the world.

Intelligence: • Annual Performance Measurement Survey:

performance benchmarks for UK PE/VC

• Annual analysis of PE/VC investment, divestment and fundraising activity

• Independent consultancy and academic research on PE/VC impact

• Recent research:

• Risk in private equity• Examining private equity’s place in

investors’ portfolios

• Perspective papers:

• The role of the LP Advisory Committee• Performance measurement

Insight:• Guide to Private Equity

• Guide to Responsible Investment

• Sector guides

• BVCA Member Directory

• Annual Legal & Technical Bulletin

• Quarterly BVCA Journal

• Quarterly LP Bulletin

• Monthly technical updates

• Weekly political brief

• Daily news digest

• Member only resources on the BVCA website

Our industry achieves great things that are paramount to British business and the UK economy. The BVCA’s proactivity in voicing and explaining the benefits of our industry help to shape perceptions which is an invaluable service.John Holloway, Director, Transactions and Relationship Management, European Investment Fund

Be Connected

Global collaborationWe are the UK industry’s link to private equity and venture capital around the world, including Invest Europe and more than 40 other associations. This allows us all to ensure the private equity and venture capital industry is moving forward as one worldwide, and to communicate overseas developments to our members.

Our membership of the BVCA has been a great way of staying abreast of the most pressing issues facing the industry as well as interacting with its numerous stake-holders. It’s excellent value, I’d highly recommend membership.Richard Clarke-Jervoise, Head of Private Fund Investments, Stonehage Fleming

www.bvca.co.uk/membership +44(0)20 7492 0400 [email protected] Join the discussion – www.linkedin.com/company/bvca Follow us on Twitter @BVCA

Be Connected

If you have a vested interest

in private equity...

80 LPs have already joined

If you invest in private equity...

Join and support the growing number of LP members of the BVCA

Networking and professional developmentBVCA LP members have access to a comprehensive calendar of events that cover conferences and technical seminars to high profile dinners with exclusive networking opportunities that help build vital, longstanding relationships across the industry.

Complimentary places for LPs at events• Flagship events: LP Summit, LP-GP Dinner, BVCA Summit and High Growth

• Series events: Alternative Fund Strategies Series, Sector Series, LP-GP Roundtable Series, IR Forums and LP-GP Forums,

• Other events: BVCA Chairman’s Dinner, Parliamentary Receptions

Preferential rates for LPs at events• Flagship events: Tax, Legal & Regulatory Conference and Annual Gala Dinner

• Series events: National Dinner Series, Women in Private Equity Series

Other events: Venture Forum

Training coursesAligned to both individual and corporate objectives, catering all levels whilst being flexible in the approach to learning, members receive preferential pricing on all training courses:

• Starting out: 0–18 months

• Experienced: 18+ months

• Support staff & other courses

• e-Learning

• In-house and bespoke programmes

The industry has to strive continuously for improvement on communication on what it does and why it’s important to British business and the economy as a whole. The BVCA provides the data, the human resources and the forums for both the GP and LP community.Kathleen Bacon, Managing Director, HarbourVest

How you can engageWe provide a range of channels to facilitate your engagement with key stakeholders and shape the future of the industry.

Gain access to:• Network of GPs and other LPs

• Policy-makers and regulators

• Member-exclusive technical and research updates

Contribute to:• Enhancing LP-GP dialogue

• Regulatory reform

• Environment, social and governance (ESG) issues

Connect with:• Over 14 BVCA committees and advisory groups,

including LP Committee

• Global network of over 40 private equity and trade associations


Foundation

Digital representation presentationsPowerPoint Templates are provided for BVCA presentations – these will be prepared internally.

4.5 All templates include sample style pages, these can be used in conjunction with content and graphics.


Digital representation websiteThe brand guidelines will need to be followed explicitly when adding content to the website, however please note that the font used is Prompt (as featured below).

4.6 Brand clarity is essential during design and build, throughout all devices, and needs to reflect all other forms of communication.

PromptRegular a b c d e f g h i j k l m n o p q r s t u v w x y z A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 0 1 2 3 4 5 6 7 8 9


Common mistakesThe following examples are to be avoided at all times whilst producing communications for BVCA, either online or print.

45º

4.7 Do not place the logo over an image that is complex. Do not place the red logotype on a colour, you must use a white version as supplied.

4.8 Do not add copy to the BVCA logotype, this should not be altered. – Please ensure that you keep the exclusion zone clear at all times.

4.9 You must not alter the colour of the BVCA logotype.

4.10 Please follow guidelines for angle of the hatched lines – refer to 3.1 hatched lines construction; the angle of the hatched lines is inherited from the angle of the ‘V’ and ‘A’ strokes in the monogram 56.5°.

Membership


For questions regarding branding, design or copywriting, please contact the BVCA marketing team:

Greg Whittaker Marketing Manager [email protected]

Sophie Clemence Marketing Executive [email protected]

mailto:gwhittaker%40bvca.co.uk?subject=

mailto:sclemence%40bvca.co.uk?subject=

British Private Equity & Venture Capital Association (BVCA)

5th Floor East, Chancery House53-64 Chancery LaneLondon WC2A 1QS

T. +44 (0)20 7492 0400E. [email protected]

www.bvca.co.uk



https://www.linkedin.com/company/bvca

https://twitter.com/BVCA

https://plus.google.com/+BVCAcomms

https://www.instagram.com/bvcacomms/

https://www.youtube.com/channel/UCc4wgrbiQJ3BkYGvV3gGu9A

Documents

Brand guidelines...Brand guidelines //// 5 Some applications of the logotype might demand variations in colour or reformatting the logotype. 1.3 Where there is not enough space to