Speller Metcalfe Blueprints of our Brand

Blueprints of our Brand

innovation & excellence in construction

The Blueprints of our Brand has been produced to help readers understand

the ethos of Speller Metcalfe and how it can be brought to life across all areas of our business.

It enables us to market ourselves consistently and professionally,

which is important when ensuring that we are all delivering the same message. It also helps to explain

the use of the brand across all our visual mediums and we ask that

you follow this guide to ensure appropriate use and continued

strengthening of our brand.

If you have any questions or proposals not detailed

please contact the PR and Marketing team.

We are proud of our journey from a small construction business to the successful company Speller Metcalfe is today.

It is our professionalism, expertise, family approach and teamwork ethos that our staff convey which has brought us to where we are.

The Blueprints of our Brand has been designed to help everyone producing marketing material and internal or external communications. If followed, all connections with our brand will reflect our values and professionalism that we offer to staff, clients and partners.

No matter what your role, others will be influenced by your presentation.

The language we use and how we communicate is key to portraying Speller Metcalfe as an approachable, professional construction company.

What are we constructing?The Blueprints of our Brand.

Our tone of voice and the language we use is a key part to determining how Speller Metcalfe is construed both internally and externally. When writing on behalf of Speller Metcalfe, we should be thinking about our key values and what we represent:

Choosing the way we communicate on paper is as important as it is face-to-face – each element will have an impact on how our clients and partners perceive us, therefore our language and tone needs to reflect our brand personality. .

The way we describe our business internally and externally should be consistent.

This will define how we as employees champion our brand, and demonstrate how we are the building blocks behind Speller Metcalfe.

Tone of voice

DYNAMICForward Thinking

Sustainable

Creative

COLLABORATIVE

Strength in our Strapline

To clearly describe what Speller Metcalfe stands for we look to our strapline: innovation and excellence in construction.

This ensures that any new interactions with our brand clearly defines our work and how we operate. It is very important that we sign-off with this across all our communications.

Slogans are permitted for use in supporting campaigns and successfully marketing our projects. If you are unsure what is acceptable please contact the Marketing team.


When to use our strapline

Use our strapline at the end of a document as a sign-off, either in the bottom right corner or centred. It is the anchor to our page and should be the last thing our audience read to reinforce our message. The three main descriptors should use 75 Bold whereas ‘&’ and ‘in’ should be 45 light.

Using the right fontThe consistent use of our fonts within all of our documents enables our audience to have an immediate recognition of our strength and brand.

Helvetica Neue

This is our primary font, used for all associated print and online mediums. We use Helvetica Neue and its different styles for clarity, legibility and its timeless style.

Using the right weight (e.g. bold or regular) or style will be dependent on the type of materials being produced (examples below). When Helvetica Neue is not available, Arial may be used as a substitute font.

I am a Headline 30pt & 80% tintI am a bold sub-header at 15pt.

I am body copy at 10pt and I am dynamic and important so 75 bold 10pt.

I am a copyright statement at 8pt italic but I can also be regular.

I am the small print, I am not as important as the message we are trying to get across to you but I am here for reference and 5pt as a minimum.

Headline font 30ptSub-header font 15pt

Body copy 10pt

Body copy bold 10pt

Copyright statement italic 8pt

Small print 5pt

Examples

Here are some examples of how to utilise the different weights and styles of our corporate font:

Helvetica Neue 35 Thin

AaBbCcDd EeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz£@!?#/()

Helvetica Neue 45 Light


Helvetica Neue 55 Roman


Helvetica Neue 65 Medium


Helvetica Neue 75 Bold


Softening our font colours

100% black can sometimes be too harsh on a page that has a lot of copy, for this reason we use 90% black on large areas of text.

Our LogoIt is important that we take ownership of our brand, and our logo represents a large proportion of the Speller Metcalfe message. It is instantly recognisable to our clients of an expertise in construction and portrays our approachable and professional tone.

It is vital that we consistently apply it to everything that we do in order to retain its strength.

Minimum Size and Proportion

To maintain maximum legibility, it is essential our logo is never reproduced:

• smaller than 35mm in width if used on one line

• smaller than 20mm in width, with a proportional height (if centred)

Using our brand name in everyday written material

When our Company name is written within text it must be written as everyday copy, with a space between the two words and both beginning with an uppercase letter:

Speller Metcalfe

35mm

20mm

Positioning our logo

We want to always ensure we leave our clients and partners with a positive reinforcement of our brand. This means our logo must always be the first or last item positioned on any documents.

To provide clarity to our logo we ensure that there is a clearly defined space surrounding our branding. This is proportionally scaled to the ‘M’ of ‘Metcalfe’ in the logo, detailed below:

1.

5.

4.

3.

2.

6.

Using our logo correctly

Our original Speller Metcalfe logo – our primary logo - will always be the first option on any documents or printing. However, sometimes it will be more appropriate to use variations of our logo, for example on darkly coloured backgrounds where the logo will not be completely legible. The following logos provide clarity on how our logo should be used in these circumstances.

1 & 2 Reversed Colour Logo

To provide clarity against coloured or graphical backgrounds, there are two options available as our ‘reversed’ logos:

1. For use on ‘Metcalfe blue’ or light coloured/graphic backgrounds

2. For use on ‘Speller blue’ or dark coloured/graphic backgrounds

3 Black and White Logo

When our logo is being represented in black and white print, ‘Speller’ must be 100% black tint and ‘Metcalfe’ must be a 60% tint. This is only to be used in black and white printed material, e.g. newspapers.

4 Reversed Black and White Logo

To ensure clarity and enough contrast between our logo and complicated or graphical backgrounds in black and white print, it is important to choose between our Black and White Logo (3) and our Reversed Black and White Logo (4).

5 & 6 One Colour Logo

When our logo is being represented in mono / one colour printing you may use option 5 and 6, but only in this instance. These are not to be used at any other time, only when one colour is required.

One Brand. Do’s & Don’tsFor our brand to remain consistently strong, it is important that we retain the integrity of our branding and do not alter it in anyway other than identified on the previous page.

1. RecolourDo not change the colours of our logo to anything other than the colours referred to in this document.

2. One colourDo not change the colours of our logo to anything other than the colours referred to in this document.

3. SeparateDo not separate or re-order our logo or elements of our logo.

4. Remove&RotateDo not rotate or remove aspects of our logo lock-up or replace them with department/regional names.

5. DistortDo not stretch or distort our logo. When resizing it must be proportionally scaled.

6. EncapsulateDo not place our logo in a badge, shape or stamp. We understand there may be instances in which this supports a campaign so please seek the approval of the Marketing Team.

7. AlterDo not alter the fonts within our logo lock up or try to recreate them. Contact the Marketing Team for any logo types you may require.

8. EffectsDo not stylize our logo with shadows, bevels or other effects. To achieve greater contrast between the logo and its background please use the primary or reversed version of our logo.

9. OutlineDo not outline our logo or aspects of our logo.

10. Low ResolutionDo not use our logo in a low resolution. If you require a high resolution file please contact the Marketing Team.

Please note that any edits, amends or alterations to the logo that are not described in this document will need to be approved by the Marketing team.

SpellerMetcalfe

1.

3.

5.

7.

9.

2.

4.

6.

8.

10.

Our DivisionsEqually important are our sub-brands. We take ownership of each of our sub-brands with the same importance as our primary brand, in this case our Divisions. They too should be instantly recognisable to our clients as a service of Speller Metcalfe.

Sub-brands.

We use our division logos to represents our Divisions when appropriate. However it is important that we retain our simple primary logo to avoid confusion if division logos are not necessary. All our division logos sit below the main logo body. Note: all sub-branding follows the same guidelines as our primary logo.

Branding ExamplesWhen marketing our Divisions, we can accompany our brand with our division assets.

The branding below shows examples of how to use our primary logo appropriately with the division logo.

X = 100%

X = 100%

70% of X

50% of X

Pairing the LogoWhen co-branding materials with our client or partner logos, it is important that both brands are portrayed equally.

When we partner with other companies it is important that our brand is not undermined or under-represented. It is also equally important that we do not use our size to undermine our chosen partner.

100%

100%

100% 100%

70%

centre

centre

centre

100%

Oblong co-branding.

When our partners logo is proportionally oblong, its width should be equally proportional to our primary one line logo.

The two logos should be vertically aligned centrally.

Square co-branding.

If our partners logo is proportionally square its width should be 70% of our 2 line centred logo and its height will be equal to

the width. The two logos should be vertically aligned centrally.

Rectangle co-branding.

On the occasion when our partners logo is rectangular, it should be equal in width to our two line centred logo.

The two logos should be vertically aligned centrally.

ImageryWe use illustrations, icons and photography within our materials to ensure we are at the forefront of our field both in knowledge and creativity.

We have identified styles within our imagery that must be adhered to, which ensures we are retaining a strong brand presence.

However, to enable our images to develop consistently alongside our brand it is important we allow for flexibility within our imagery, which will be sourced to support our campaigns and message.

NB All marketing materials must pass through the Marketing team to ensure they are suitable for the audience, message and brand.

Illustration.

The use and style of illustration within our materials shows we are personable and approachable. Illustrations can enhance understanding, or create context that a photograph may not be able to do. It allows us to support campaigns and our messages with a creativity that photography sometimes restricts. Illustrations allow us to manipulate our message via the use of our colour palettes in order to portray a tone we have identified.

Iconography.

Objects, occasions, and works can easily be summarised with icons. They can provide an instant visual representation for our message. Our iconography allows us to portray often lengthy descriptions quickly and simply.

Photography

Our photography incorporates a signature style, portraying quality and creativity to our clients and partners and a consistent photographic language for our brand.

We should endeavour to use Speller Metcalfe people and products together, to give a true representation of our Company. Our photography highlights our approach to our work – people building for people.

We should avoid using stereotypical stock photography where possible.

Speller & Small Works

Pantone 534c.CMYK 99/82/35/27

RGB 31/53/94HEX #1E345D

EcobuildPantone 370c.

CMYK 67/19/100/3RGB 99/155/66HEX #639830

LivingPantone 527c.

CMYK 71/100/0/0RGB 109/44/145

HEX #6E2282

Metcalfe & Construction

Pantone 306c.CMYK 75/0/7/0RGB 0/181/226HEX #00B2E2

Our primary colour palette is a representation of Speller Metcalfe and our Divisions. Here we detail the four colours that make up our primary palette. These can be used at 100%, 80%, 60% and 40% tonal values. These two colours should be used predominantly on all work for general corporate communications. The tonal values should only be used when there is a need for sufficient contrast between the object and the background.

Tonal values of the Speller Metcalfe primary colours

are not to be used as part of the logo.

The logo must always use

100% values.

ColourPalette

DynamicPantone 158cCMYK 0/59/92/0RGB 240/128/33HEX #F08020

SustainablePantone 360cCMYK 61/0/95/0RGB 114/183/57HEX #72B738

Forward ThinkingPantone 325cCMYK 60/0/26/0RGB 99/193/198HEX #65C2C6

CreativePantone 198cCMYK 0/87/42/0RGB 232/60/99HEX #E83C63

CollaborativePantone 115cCMYK 3/17/87/0RGB 251/209/44HEX #FAD12B

Metcalfe & Construction

Pantone 306c.CMYK 75/0/7/0RGB 0/181/226HEX #00B2E2

Our secondary palette is used to communicate our underlying messages and tone of our documents. They should be used to highlight areas of copy or an entire document or section and can also be used at 100%, 80%, 60% and 40% tonal values.

Secondary Palette



Our MotifTo help better distinguish between our document subjects and to bring personality to our marketing materials we have identified four ‘motifs’ that represent our four areas of works.

Small Works



We have created four distinct motifs to represent our four key areas of business. They utilise the corresponding colours to the business areas of Construction, Small Works, Living and Ecobuild.

These motifs can be used for communications internally and external marketing materials. They can be used online and in print, from hoarding to website footers.

NB. All marketing materials must pass through the Marketing Team to ensure they are suitable to the audience, message and our brand.

EcobuildLiving

DocumentsIt is important that our documents use our tone of voice and style, so we can continually improve and move with the times.

To ensure we continue to develop alongside our brand, it is important we allow for flexibility within our documents, which may have individual content but need to keep a consistent layout and style.

We have identified a grid to ensure we give enough space to our message and allow creativity within our spreads. The 7x6 and 6x7 grid, supported by our font and imagery, will help our designs to have a consistent style over all our formats and allow for an amount of creativity.

NB Please continue to use documents such as Word and Outlook as already set up in the template, the grid style will apply predominantly to marketing materials.

All designs must pass through the Marketing team to make sure they are suitable to the audience, required message and our brand.

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Our brand manual has been produced to ensure we consistently and profes-sionally apply our brand through all in-ternal and external collateral. They help to explain the use and movement within the brand across all visual mediums.If you have any questions or pro-posals of a use not detailed in this manual please contact.

Our brand manual has been produced to ensure we consistently and pro-fessionally apply our brand through all internal and external collateral. They help to explain the use and movement within the brand across all visual mediums.If you have any questions or proposals of a use not detailed in this manual please contact. sals of a use not detailed in this manual please contact. sals of a use not detailed in this manual please contact.

Our brand manual has been pro-duced to ensure we consistently and professionally apply our brand through all inter-nal and external collateral. They help to explain the use and move-ment within the brand across all visual mediums.If you have any questions or proposals of a use not detailed in this manual please contact.

7 x 6 Grid for standard formats

6 x 7 Grid for standard formats

Innovation & Excellence in Construction

Innovation & Excellence in Construction

Speller MetcalfeMaple RoadEnigma Business ParkMalvernWorcestershireWR14 1GQ