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Stronger

Together

Partner brand guidelines


Version 1.0 | March 2018
Guideline
usage
Our brand is important. It’s how we communicate our If you have any queries regarding
these guidelines, would like to
achievements and ambitions, and how we cultivate request support files and gain
enthusiasm for the work that we do. It’s what people approval please contact us using the
details below.
recognise and remember and it shapes how people −
think and feel about us. Ceri Williams
Our Brand Manager can help you
with access to our brand hub or any
Welcome aboard to our partner brand Once the contract period has ended
brand queries you may have.
guidelines. These guidelines should you will be longer be entitled to use any
only be used during the tenure of the aspect of the CILT brand across your
partnership between [you] the supplier communications. Failure to adhere to The Chartered Institute
and [us] CILT International. this could result in legal action. of Logistics and Transport
When a company and non-CILT
Earlstrees Court, Earlstrees Road
Brand check
organisations are working together Corby, Northants NN17 4AX
Please enure any partnership pieces
on programmes or work which aren’t −
are shared with our brand manager for
solely CILT International for example,
approval before being released into T +44 (0) 1536 740157
joint research pieces, event branding
circulation be that a printed piece, E ceri.williams@ciltinternational.org
or cosponsorship, the positioning of the
or online.
partners’ logos and the visual style used W ciltinternational.org
is as illustrated in the following pages.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 2


Contents
Introduction 4
Our vision 4
What we stand for 5
Tone of voice 6
Brand colours 11
Brand elements 15
Typography 24
Photographic style 26
Graphic style 29
Digital environments 52
Marketing examples 60

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 3


OUR VISION
To be recognised as the
first choice professional
body for supply chain,
logistics and transport.
What we stand for

What we do. The way we do it. How we’re seen.


OUR MISSION STRATEGY OUR VALUES
To create the right programmes and set Our activities are structured under Our actions and behaviours are
the right goals to be seen as the leading the three pillars of Growth, Capability underwritten by the following principles:
professional body globally, by those and Governance.
› Global leadership
within and outside our profession.
› Growth We think and act as global leaders
We are creating a strong model of our profession and our industry
for growth based on regional › Professionalism
development, the addition of new We set high professional standards in
country branches and identifying the logistics and transport arena and
key markets for expansion we adhere to them
› Capability › Diversity
We are passionate about our education We actively seek engagement from
and membership services and are all in our industry whatever their skills,
striving to strengthen and improve age, gender or nationality
them. We share best practice and › Dynamism
learnings throughout our global family Our vibrant energy and progressive
and encourage participation and attitude are key in our drive for growth
advancement on all levels
› Inclusivity
› Governance We’re “Stronger Together” as
Robust and positive leadership of the a membership body and as a leader in
Institute is vital and we are creating our industry. We act like a global family
a talented team that can develop
our organisation and our charter

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 5


Tone
of voice
Ciao

Hello

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 6


Tone of voice

Why words matter


We communicate who we are and what we do in three ways; how we behave,
how we look and how we sound. If we want more people to engage with CILT,
we have to position ourselves in their minds as an organisation that is relevant
to them. How we talk about ourselves – our tone of voice is an effective way
of doing this.

Our visual identity – logo, colours Consistency is all So what is Tone of Voice? They should come through in
and imagery – is not the whole picture. Every time someone comes into contact Our tone of voice is what we say and our language and the messages
The words we use and the stories with us we need to make sure that what how we say it. It’s the way we write, we communicate.
we tell about ourselves are crucial to we say, and the way we say it, helps how we speak and the words and
connecting successfully with people: › global and supportive
people understand what makes us phrases we choose to use.
our colleagues, our members, our unique. The way we express ourselves › expert and accessible
business partners, our family, potential has to be consistent for people to trust What we say is influenced by our
employees, local community groups. us. For example, it’s no good saying we principles and aspirations – the › professional and diverse
Everybody. are supportive if the language we use messages and ideas we convey.
is cold and remote. If our website is › inclusive and human
approachable, human and welcoming,
but our letters are brisk and full of › dynamic and progressive
jargon, we will appear disjointed and
people will not respect us. All of our
communications must share the same
tone of voice.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 7


Tone of voice

Putting it into words


Here are some examples of how these qualities can
be distilled into meaningful writing that captures
who we are as an organisation.

GLOBAL AND EXPERT AND PROFESSIONAL INCLUSIVE


SUPPORTIVE ACCESSIBLE AND ROBUST AND HUMAN
We are the Chartered Institute of Transport and logistics helps the world’s With nearly 100 years of experience When we work together we are
Logistics and Transport. We have a global economy go around. Through within our field, we provide exceptional stronger. We don’t discriminate on
family of over 33,000 members globally our membership and research we training and support to our membership any level and encourage open and
that we help support throughout provide the leading international voice and our sector. Our progressive transparent conversations throughout
their careers. for logistics, supply chain and transport stance on education has enabled us our industry. We believe we should
policy and issues. become one of the leading learning treat each other and our planet with
Here are some examples of the type establishments in our field. the respect they deserve. Our human
of words we can use to convey this Here are some examples of the type approach ensures we truly are a
in our copy: of words we can use to convey this Here are some examples of the type global family and our energy and drive
in our copy: of words we can use to convey this makes that family a real success.
family; helpful; team; understanding; in our copy:
encouraging; international; professional; knowledgable; adept; Here are some examples of the type
comprehensive; total; inclusive; proficient; practised; open; available; specialised; qualified; certified; of words we can use to convey this
large-scale; growing; strength; unity; friendly; clear; responsive; leading; skilled; experienced; trained; heritage; in our copy:
international. experienced; we believe...; rigorous; strong; proven track record;
in our experience... respected; forward-looking; reliable; passionate; trusted; team; open
dynamic; visionary. minded; realistic; honest; empathic;
communicative; encouraging; personable;
listening; welcoming; partnerships.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 8


Tone of voice

Hints and tips


It’s also important TRY TO Keep the tone warm, accessible and
inclusive – use collective terms like
Keep your paragraphs short too so
that the text doesn’t look overwhelming
to write clearly and Ensure our copy is understood by
‘us’, we’, ‘our’. Imagine you are having a on the page.
conversation with someone you like and
simply. This doesn’t everyone. As a global organisation
respect rather than writing an essay, Use subheadings where you can to
some people reading our
mean ‘dumbing down’. communications may not have English
report or formal letter. help guide the reader through your
copy and help to clarify the key points
It does mean avoiding as a first language. If it helps, imagine
that you are reading your text out loud
Use plain, clear English. For example, you are making.
‘help’ instead of ‘assist’ or ‘enable’.
overly long words to a whole family – mum, dad, their eight-
year-old daughter, ten-year-old son and TRY NOT TO
or formal words and the grandparents. Wherever possible,
Use familiar language like family,
members, friends, and colleagues.
complicated sentences. everyone needs to understand what Use acronyms, abbreviations and
technical language. As a simple guide,
we’re saying.  se contractions such as ‘we’re’ that
U
are better suited to a more supportive, if you would need to explain it to
Write our name in full on the first accessible tone of voice. But when someone who doesn’t do your job,
instance, this is The Chartered Institute making an impactful statement use the don’t use it.
of Logistics and Transport (CILT). From expanded form, for example: ‘we are’.
the second mention onwards, this can T alk down to people or use patronising
be abbreviated to CILT.  se British English spelling and
U language.
grammar unless your region has
Be clear and confident and direct about Use ‘The Chartered Institute of Transport
a specific requirement.
what you are saying. We are leading the and Logistics’ repeatedly - instead use
world in transport and logistics. Use Keep sentence structures simple. ‘we’ or ‘our’.
terms like ‘we will’ and ‘we can’. These In other words, aim to make one clear
are more reassuring than ‘we strive to’ When speaking about our organisation,
point in each sentence rather than
or ‘we may’. as an abbreviation, please use CILT,
linking multiple thoughts together.
(phonetically: see; eye; el; tea). Please
ensure, we’re not referred to as SILT
(a soil or sediment) or KILT (a traditional
Scottish garment).

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 9


Brand colours

CMYK RGB

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 10


Brand colours

Primary colours
For most identities, colour along with
CILT PURPLE the name and logo is the most easily
− recognisable element – especially
if you use it as boldly as we use our
PANTONE® 269
purple and gold.
C:85% M:100% Y:0% K:40%
R:43 G:11 B:75 Follow these colour specifications
carefully and always use the purple
#361163 and gold across communications.

CILT GOLD

PANTONE® 872
C:10% M:30% Y:60% K:25%
R:173 G:135 B:79
#b38e5e The colours shown here and throughout this
manual have not been evaluated by PANTONE®
Inc. for accuracy and may not match the
PANTONE® Colour Standards. Consult current
PANTONE® Publications for accurate colour.

PANTONE® is the property of PANTONE Inc.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 11


Brand colours

Secondary colours
At times it may be necessary to Important note: Please use this
use additional colours. This could rainbow of colours very carefully and
include a graph or chart, or even to sparingly. The colours should never
segment a document into sections. completely replace or dominate our
This complimentary palette has been purple or gold or appear on a front cover.
developed to work alongside our
primary purple and gold.

CILT YELLOW CILT GREEN CILT BLUE CILT RUBINE RED


− − − −
C:0% M:16% Y:100% K:0% C:33% M:0% Y:100% K:0% C:85% M:10% Y:0% K:0% C:14% M:94% Y:0% K:0%
R:255 G:210 B:0 R:183 G:212 B:31 R:0 G:168 B:229 R:182 G:37 B:73
#ffd204 #b7d432 #00a8e5 #b72049

CILT STEEL GREY CILT PALE GREY


− −
C:0% M:0% Y:0% K:80% C:16% M:13% Y:13% K:0%
R:88 G:89 B:91 R:212 G:210 B:210
#505050 #ebebeb

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 12


Brand colours

Secondary colours
Usage ITEM FIGURE 1: 69.3% ITEM FIGURE 1: 69.3%

There are occasions when you may require


some additional colours to help extend our
palette. In this instance you can use the
ITEM FIGURE 2 18.9% ITEM FIGURE 2 18.9%
secondary colours to allow a greater scope.
We would only recommend using these for items
like charts, diagrams and information graphics
ITEM FIGURE 3 9.2% ITEM FIGURE 3 9.2%
only. Our preference is to always use the colours
at a 100%. OTHER 2.6% OTHER 2.6%

Please do not use the secondary


colours in headings or within body copy.
And never use them to re-colour the logo
or graphic devices.
£18m

£16m
£14m
£12m

£10m
£8m

£6m
£4m

2012/13
2011/12

2014/15
2013/14
2010/11

£2m
0

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 13


Brand elements

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 14


Brand elements

Primary logos
For use when printing on our purple background

Spot Colour Logo


CILT Logo. Pantone® 872 + Pantone® 269

Produced utilising Pantone® spot colours.

CMYK Colour Logo


CILT Logo. 4 Colour

Produced for printing in four colour.

For use when printing on a white background

Spot Colour Logo


CILT Logo. Pantone® 872 + Pantone® 269
on white

Produced utilising Pantone® spot colours.

CMYK Colour Logo


CILT Logo. 4 Colour on white

Produced for printing in four colour.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 15


Brand elements

Primary logo applications


For use when printing on an solid light colour or predominately light image.

4 Colour Logo
CILT Logo. 4 Colour

Produced for printing in 4 Colour.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 16


Brand elements

Secondary logos
For use when printing on a black background

Mono Logos
CILT Logo. Mono White for use on
black backgrounds

Produced for printing in black only.

For use when printing on a white background

Mono Logos
CILT Logo. Mono Black for use on
white backgrounds

Produced for printing in black only.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 17


Brand elements

Secondary logo applications


For use when printing on an solid colour or predominately dark image.

White Only Logo


CILT Logo. White

Produced for printing in white only.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 18


Brand elements

Exclusion zone

In order to protect the logo and make


sure it is always legible and clear on
all our material, we have developed
an exclusion zone around it.

This means that whenever we apply


the logo to anything, it should have
a clear amount of space surrounding
it as shown above.

It is calculated by using the height


of one arrow in the logo.

This means it will proportionally have


the same amount of space around it
regardless of its size.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 19


Brand elements

Position and size


Logo positioned in the top left corner

Logo positioning Minimum size


Due to the shape of our logo, it should A minimum size of 40mm wide has
always be aligned to either the top left been established for all printed material
or bottom left corner of any application (this excludes brand giveaways and
(this excludes brand giveaways and digital use).
digital use).
40mm

Logo positioned in the bottom left corner

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 20


Brand elements

Incorrect use
Incorrect typeface

It is important that the our logo is


correctly and consistently reproduced.

The logo should not be altered in any


way. It must NEVER be re-typed in
The Chartered another typeface, have the relationship
between the elements changed, be
Institute of Logistics distorted or appear in any colour other
than those specified.
and Transport

Incorrect proportions Incorrect relationship

The Chartered Institute of Transport & Logisitcs

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 21


Typography

#1
Aa
The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 22
Typography

Our typeface
Primary typeface Primary typeface Purchasing Imago

Imago Regular Our primary typeface, which is to be


used on all of our professionally printed
There are many different versions of
Imago to cover different language
abcdefghijklmnopqrstuvwxyz communications is ‘Imago’. Please do requirements such as Latin, Baltic,
not use any other typeface in Cyrillic, Greek etc. Please select the most
ABCDEFGHIJKLMNOPQRSTUVWXYZ conjunction with our brand. appropriate for your region from here:
1234567890 £&@?!/+(.,:;) Imago is a modern, very legible and
http://www.bertholdtypes.com/font/
imago/be/
professional font that is completely
at ease on all our literature and
applications.
Our secondary typeface
A range of different weights are available
Secondary typeface for you to use to ensure a versatile and For any digital or screen–based
effective typographic style for our visual applications such as Word, PowerPoint
Arial Regular identity. These should be used sparingly
to ensure that they highlight rather than
and Excel, our default font is ‘Arial’,
which is a common system font.
abcdefghijklmnopqrstuvwxyz dominate.
ABCDEFGHIJKLMNOPQRSTUVWXYZ Always ensure that typography is laid
Accessibility
1234567890 £&@?!/+(.,:;) out simply and clearly.
Our audience is diverse and wide
All body copy should be set ranged left
spread, many will have English as
and never justified.
a second language so it’s important
Important note: Please do not use that our use of typography is clean,
Imago for screen or digital-based clear and easy to understand. We’d
applications such as, email signatures, suggest using a minimum size of 10pt
PowerPoint or Word - see note in next for main body copy with a 2pt leading
column for secondary typeface. (line spacing).

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 23


Photographic
style

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 24


Photographic style

Our imagery
Photography is a powerful communication tool and should be used to engage our
audience and tell a story about our work.

Our brand photography Using the correct imagery

Our photography style is clean, clear and Our imagery should reflect the diverse
natural to reflect the real life scenarios nature of our work, our sectors and
our audience can relate to. Please do not most importantly our audience. When
use montage or clip-art style imagery. designing work for a particular region try
to convey a true sense of the place and
Wherever possible our imagery should the people you are talking to.
show the interaction of people, both
professional and the public within a
logsitic and transport environment.
Image use
We’re building an image library but
for the moment, we tend to use stock Where possible use photos at a large
photographs, however every effort size and give them room to breathe. And
should be made to portray ‘real’ people feel free to use full page, bleed images or
in positive situations who could have double spread imagery if space allows.
benefited from the support that CILT
provides. Overly posed, cheesy or
obvious ‘model’ shots should be avoided
Legal
where possible.
Please only ever use images that you’re
Photos should be used with great care
licenced to use from either our library, a
Our logo and consideration. By selecting engaging
photo stock library, your photographer
images that have something to say, we
or a referenced Creative Commons
When using our logo over an image, please ensure there is adequate clear space can really connect with our audiences
image, otherwise you risk copyright
or refer to page 17 and 19. and bring our work to life.
infringement.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 25


Photographic style

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 26


Graphic
style

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 27


Graphic style

Our graphic devices


Creative use of our graphic devices can add interest.

Our graphic icon Our graphic arrow Our WiLAT symbol


Graphic icon
Our graphic icon is an expression
of our brand in its most condensed form.
The round shape means global, whilst
the arrows signify movement, direction
and energy.

Set the devices free


Over the following pages we’ve shown
examples of how the icon, arrow and
WiLAT symbol can be used creatively
to tell a story, highlight a fact or to help
emphasise the importance of our work
and explain it in a greater context.

Important note: Feel free to


experiment with these devices, but
never change the basic colour, nature
of the shape or its proportions.
All works must carry the logo in full
and must be applied correctly. Icons
should never replace our logo in
any application.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 28


Graphic style

Illustration
To help explain our work and enable our audience to understand The clear and distinctive style of these
illustrations creates brand recognition,
and engage with it, we’ve developed a signature style for illustration strengthening and uniting our visual
communications. They can be used
that is simple and bold, one that compliments our logo. alongside photography or to help
lift a page when photography is not
appropriate, available or necessary.

Try combining
different
elements to
create more
powerful
stories.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 29


Graphic style

Infographics
Our graphic arrow can be combined with illustrations to Information graphics should always be
used in conjunction with text, captions
create distinctive and recognisable information graphics or other supporting copy to give them
context and relevance.
or graphs and charts.

53% LOREM IPSUM


LOREM IPSUM
DOLOR SIT AMET,
INCREASE
15%
CONSECTETUR
DOLOR SIT AMET,
ADIPISCING ELIT.
IN ROAD CONSECTETUR
ADIPISCING ELIT.
IN ELEMENTUM
VENENATIS FELIS
HAULAGE IN ELEMENTUM
AT FEUGIAT.
VENENATIS FELIS
AT FEUGIAT.

LOREM IPSUM
DOLOR SIT AMET,
CONSECTETUR
ADIPISCING ELIT.

23%
IN ELEMENTUM
VENENATIS FELIS
AT FEUGIAT.
DROP IN
AIR FREIGHT

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 30


Graphic style

Maps LOREM IPSUM


DOLOR SIT AMET,
Our graphic style can be used to create CONSECTETUR
ADIPISCING ELIT.
simple, clear and visually striking maps. IN ELEMENTUM
VENENATIS FELIS
AT FEUGIAT.

32%
EUROPE

63%
SOUTH
LOREM IPSUM
AMERICA
LOREM IPSUM DOLOR SIT AMET,
DOLOR SIT AMET, CONSECTETUR
CONSECTETUR ADIPISCING ELIT.
ADIPISCING ELIT. IN ELEMENTUM
IN ELEMENTUM VENENATIS FELIS
VENENATIS FELIS
AT FEUGIAT. LOREM IPSUM
7% AT FEUGIAT.

INDIA
DOLOR SIT AMET,
CONSECTETUR
ADIPISCING ELIT.
IN ELEMENTUM
VENENATIS FELIS
AT FEUGIAT.

23%
AUSTRALIA

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 31


Digital
environments

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 32


Digital applications

Social media
Twitter
Naming your account – the Twitter name should begin
with the organisation’s name not CILT as per the
Twitter Account examples below:

Twitter account name


We would suggest using: **company name** – Official
CILT Education Provider For example: EdCorp – Official
CILT Education Provider (or similar depending on their
status)

Twitter handle
The Twitter handle / username should be:
@**companyname**_CILTEd For example: @EdCorp_
CILTEd

Content
• Please use the correct logo for the avatar.

• In the banner area, please use people-based imagery,


which is most appropriate to your channel and
audience

Conditions
Please note that upon any termination of the relationship,
that the Twitter account must be deactivated within
14 days of the notice period as per your contractual
agreements with us.

Please note, it is not a requirement to have or open social media


accounts. Accounts should only be opened if you have resource
to maintain and support them, and they’re relevant to your target
membership. We’d recommend posting a minimum of one to two
times per week.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 33


Marketing
examples
The following pages show examples of how
you can bring all of our brand elements together
to create engaging, well-considered and high
quality communications.

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 34


Marketing examples

Sample photographic covers


When it comes to
EdCorp EdCorp creating marketing
Offical partner

Training Guide 2018 communications you


can get creative - but
remember our key
brand principles and the
importance of people.
Size
210mm x 297mm

Content
• Logo in the correct location on the
left-hand-side of the document
positioned away from the partner logo
• Full bleed people-based images
• Use of the correct logo colour for
the type of image
• Clear document titles

Offical partner

Training Guide 2018

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 35


Marketing examples

Sample posters or advertisements


Size
210mm x 297mm
EdCorp Training EdCorp Partnership Content

Partnership Evening • Logo in the correct location on the


left-hand-side of the document

2018 Dinner
positioned away from the partner logo
• Use of bold illustrations
• Correct colour usage
• Use of the correct logo colour for
the type of image
• Correct use of specific urls
• Clear document titles

11 – 14 June 2018 Macao Friday 8th May 2018


edcorp/ciltevent.org edcorp/ciltevent.org
Donec sed sodales arcu, vel volutpat justo. Mauris Donec sed sodales arcu, vel volutpat justo. Mauris
purus risus, aliquam eu sodales eu, imperdiet et purus risus, aliquam eu sodales eu, imperdiet et
sapien. Donec consectetur purus vel posuere sapien. Donec consectetur purus vel posuere
sollicitudin. Nam commodo volutpat turpis, a sollicitudin. Nam commodo volutpat turpis, a
molestie mauris luctus vitae. molestie mauris luctus vitae..

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 36


Marketing examples

Sample display items

Content
EdCorp EdCorp EdCorp • Logo in the correct location on the
left-hand-side of the document
positioned away from the partner logo
• Use of the correct logo colours
We are recognised We are recognised We are recognised
as the key partner for the as the key partner for the as the key partner for the
• Correct use of people-based imagery
Chartered Institute for Chartered Institute for Chartered Institute for and / or illustration
Logistics and Transport Logistics and Transport Logistics and Transport
edcorp/events.org edcorp/events.org edcorp/events.org

The Chartered Institute of Logistics and Transport | Partner Brand Guidelines 37


Contact
If you have any queries regarding
these guidelines or would like to
request support files please contact
us using the details below.

Ceri Williams
Brand Manager
The Chartered Institute
of Logistics and Transport
Earlstrees Court, Earlstrees Road,
Corby, Northants NN17 4AX
United Kingdom

T +44 (0) 1536 740157
E ceri.williams@ciltinternational.org
W ciltinternational.org

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