Deloitte Uk Deloitte Financial Advisory Global Brand Guidelines and Toolkit PDF

Deloitte Financial Advisory
Global brand guidelines and toolkit

Introduction
Contents 01
Click on any of the items below to go directly

02
to the respective section.
01 Introduction 03 04 The Deloitte Financial Advisory visual identity 23 06 Deloitte Forensic 54 03
Purpose of the Deloitte Financial Advisory toolkit 04 The Deloitte Financial Advisory visual concept 25 The Deloitte Forensic territory 56
04
The Deloitte Financial Advisory visual system 26 The Deloitte Forensic elevator pitch 57
02 Deloitte master brand 06 The Deloitte Financial Advisory visuals 29 The Deloitte Forensic visual concept 58
05
Deloitte master brand introduction 07 Usage 30 The Deloitte Forensic visuals 59
Core elements 08 Brand in use 32 Usage 60
06
Brand on a page 37 Brand in use 62
03 Deloitte Financial Advisory positioning 16 Brand on a page 66
07
and core messaging 05 Restructuring Services 38
Our glossary 18 The RS territory 40 07 Mergers and Acquisitions 67
08
The Deloitte Financial Advisory territory 19 The RS elevator pitch 41 The Global M&A Services brand 68
The Deloitte Financial Advisory brand pyramid 20 The RS visual concept 42
The Deloitte Financial Advisory strapline 21 The RS visual system 43 08 Summary 69
The Deloitte Financial Advisory elevator pitch 22 The RS visuals 46 Brand world summary 70
Usage 47 How you can support the Deloitte 71
Brand in use 49 Financial Advisory brand?
Brand on a page 53 Resources and contacts 72

Disclaimer 73
Visit the Financial Advisory brand identity site on Deloitte Resources

to access all the assets featured in these guidelines. 02
Introduction
01
Introduction 01
02
03
04
05
06
07
08
Purpose of the Deloitte Financial 04

Advisory toolkit 03
Introduction
Purpose of the Deloitte Financial Advisory toolkit 01
02
This toolkit provides an executive summary of the brand 03
positioning, core messaging, and visual identity for Deloitte 04
Financial Advisory and its service lines as defined by the 05

Common Storefront: Mergers & Acquisitions, Deloitte
Forensic and Restructuring Services. It should inspire, inform, 06
and instruct teams on how to communicate the spirit of 07
Deloitte Financial Advisory, just as we continually strive to 08

inform and inspire our clients and other key stakeholders.
04
Introduction
Purpose of the Deloitte Financial Advisory toolkit 01
02
Why does it matter? Who is it for? 03
Our brand is a direct extension and How should it be used?

Success is up to each of us. As a 04
expression of our business. It serves professional services network, our Please use this toolkit to inform and
05
as a critical component of our global greatest asset is our people. This must instruct teams on how to communicate
strategy and aspiration to become the come through not only in what we say, the spirit of the brand and activate it 06
world’s undisputed leader in delivering but in what we do and how we do it. consistently across our business. Here
Financial Advisory services. We use our That begins with understanding, which you will find internal messaging to help 07
brand and communications to create a is why this guide is so important for you better understand our positioning
08
deeper understanding of our business. each of our practitioners to use and as well as visual direction. The guide also
Among our own people, it is arguably refer to. It’s our roadmap and resource includes external messaging member
the key component in our Deloitte for beginning to put Deloitte Financial firms can use when talking to clients or
Financial Advisory culture and builds Advisory’s brand into action. when creating marketing and business
not only awareness, but pride. Amongst development materials.
our clients and prospective clients, the
brand can serve as a true differentiator,
enabling enhanced consideration in the
market.
05
Introduction
02
Deloitte master brand 01
02
03
04
05
06
07
08
Deloitte master brand introduction 07

Core elements 08 06
Deloitte master brand
Deloitte master brand introduction 01
02
Everything in this guide has been 03
developed and approved in conjunction

04
with the Deloitte master brand. It was
created to provide distinction and 05
global consistency for Deloitte Financial

06
Advisory’s brand expression, but is also
informed by our strategy and aspiration 07
for undisputed leadership and inspired
by our purpose, ‘To make an impact that
To make an impact
08
matters’. For more details on Deloitte
that matters
master brand, please visit Brand Space.
07
Core elements 01
02
Here you will find a guide to the core Logo Green dot 03
master brand elements that should

04
be used and considered in creating
assets for the Deloitte Financial 05
Advisory brand. For more information

06
and guidance on the master brand
please visit Brand Space. 07
Color palette Identifiers
08
Typography Imagery & use
Open Sans Light

Open Sans Regular
Open Sans Semibold
Open Sans Bold
Open Sans Extrabold 08
Logo 01
02
The Deloitte logo is the most instantly 03
recognizable symbol of our brand around

04
the world. It embodies a set of values
about Deloitte that we apply to everything 05
we create and communicate. It is also the

06
most precious asset of our visual identity.
07
08
09
Green Dot 01
02
The Green Dot is one of our most valuable 03
assets and stands as a shorthand for everything

04
Deloitte represents. It serves as an active
element; the sign-off to a point of view or the 05
start of something. It is always treated with

06
respect to retain its impact and meaning.
07
08
10
Identifiers 01
02
Identifiers are appropriate for external- Identifier in use Identifiers in our business 03
facing communications, such as

04
advertising and proposals. The linked
Green Dot reinforces the connection to 05
the master brand while amplifying the

06
importance of the business or service.
Identifier principles 07
– Identifiers are designed for global businesses or

08
services, ensuring that only a short list of identifiers
are in use at any one time.
– Identifier terms need to be externally relevant –
what clients buy – not simply a reflection of our Visual here
internal structure.
– Identifiers or terms may shift as the market or our
platforms change (e.g., newly defined store fronts).
– Identifiers are to be used only on EXTERNAL
communications.
Headline in Open Sans Bold

Subheading in Open Sans Light Identifier
11
Color palette 01
02
The color palette revolves around the 03
green. Additional colors are neutral

04
grays and complementary greens and
blues that allow the Deloitte Green to 05
stand out. This creates a color scheme

06
that is distinctively Deloitte.
07
The pie chart shows the proportion
of colors that should be used when 08
creating a Deloitte document.

Usage
Throughout the identity system, color is used
as a highlight rather than in large areas. It makes
information clear, breaks up documents or spaces
and provides focal points.
All colors should be used with white space to add

pace. Deloitte Green should be used sparingly to
protect its visual impact. Colors from the palette help
to focus on specific information and to punctuate.
12
Color – Primary palette 01
02
When applying the primary palette, 03
please use the correct color values

04
for your application.
05
White Black Deloitte Green Green 2 Green 4 Green 6 Green 7
#ffffff PMS Black PMS 368 PMS 382 PMS 361 PMS 349 PMS 350 06
R255 G255 B255 #000000 #86BC25 #C4D600 #43B02A #046A38 #2C5234
R0 G0 B0 R134 G188 B37 R196 G214 B0 R67 G176 B42 R4 G106 B56 R44 G82 B52
C0 M0 Y0 K100 C55 M0 Y100 K0 C28 M0 Y100 K0 C77 M0 Y100 K0 C90 M12 Y95 K40 C80 M21 Y79 K64 07
08
Teal 5 Blue 2 Blue 3 Blue 4 Blue 6

PMS 7711 PMS 2915 PMS 299 PMS 7690 PMS 280
#0097A9 #62B5E5 #00A3E0 #0076A8 #012169
R0 G151 B169 R98 G181 B229 R0 G163 B224 R0 G118 B168 R1 G33 B105
C98 M0 Y28 K4 C60 M9 Y0 K0 C86 M8 Y0 K0 C95 M41 Y10 K0 C100 M85 Y5 K22
Cool Gray 2 Cool Gray 4 Cool Gray 7 Cool Gray 9 Cool Gray 11
PMS Cool Gray 2 PMS Cool Gray 4 PMS Cool Gray 7 PMS Cool Gray 9 PMS Cool Gray 11
#D0D0CE #BBBCBC #97999B #75787B #53565A
R208 G208 B206 R187 G188 B188 R151 G153 B155 R117 G120 B123 R83 G86 B90
C5 M3 Y5 K11 C12 M8 Y9 K23 C20 M14 Y12 K40 C30 M22 Y17 K57 C44 M34 Y22 K77
13
Typography 01
02
A single modern and clean typeface, Primary typeface 03
Open Sans Light

Open Sans, unifies typography across
04
all channels, with a system alternative
where necessary in Office applications. 05
System typeface
Open Sans Regular 06
PowerPoint, Word and MS Outlook templates

use the system typeface Verdana. This avoids any
incompatibility issues when documents are sent Open Sans Semibold 07
out to third parties who do not have Open Sans. 08

It ensures documents are seen as we intend them.
Open Sans Bold
Open Sans Extrabold
System typeface
Verdana Regular
Verdana Bold
14
Imagery & use 01
02
Deloitte’s primary imagery has a circular Circular imagery 03
motif. For secondary imagery (full bleed

04
photography) please see Brand Space.
05
Circular imagery
One of the signature elements of the identity is the 06
use of a circular motif as a distinctive asset, derived
from the Green Dot. The circle creates confidence 07
and focus and allows an almost limitless flexibility
of style and visual expression. 08
15
Introduction
03
Deloitte Financial 01
Advisory positioning 02
and core messaging 03
04
05
06
07
08
Our glossary 18
The Deloitte Financial Advisory territory 19
The Deloitte Financial Advisory 20
brand pyramid
The Deloitte Financial Advisory strapline 21
elevator pitch 16
Deloitte Financial Advisory positioning and core messaging
Introduction 01
02
On the next slide, you will find a glossary page 03
outlining the key terminology that we will be 04
using throughout the guidelines. Please refer 05

to this page as a point of reference for the
following elements of the Deloitte Financial 06
Advisory positioning and core messaging. 07
08
17
Our glossary 01
02
What is a territory? What is a strapline? What is an elevator pitch? 03

A territory is an internal-facing theme which forms A strapline is the external-facing articulation of the Much of this guide is devoted to explaining how we
the bedrock of a brand and is the key story for brand positioning and strategy. It should be a short arrived at our positioning. It is necessary that you 04
stakeholders needing to articulate the new brand and evocative statement that can be easily recalled understand the background and the development
to others. It is not an external-facing strapline, but and remembered by clients and easily articulated of the story, but it is also essential that we are able 05
is the guiding influence for the development of the by internal stakeholders. It should focus on the higher to communicate it consistently as a team. Whether
core messaging and visual identity. order impact that we make for our stakeholders you are explaining it to a client, a colleague, or a new 06
and express the higher purpose behind the work business prospect, we want to equip you with a short
What is a brand pyramid? we do every day. elevator pitch. This is a succinct set of words, born
07
from the brand strategy and positioning, that you
A brand pyramid is the internal articulation of
The line is not just an idea, but something to live can use to best communicate what Deloitte Financial
our brand strategy. It clearly defines what we 08
up to. In order to live up to the positioning that it Advisory is and what we do for our clients.
do, how we do it and why we exist in the world.
communicates, we must be mindful of it every day,
and find ways to put it into action in our work with
each other and with clients. By addressing issues,
sharing and illuminating meaningful insights, and
providing solutions, we give clients the confidence
to push for their aspirations. It’s not just something
we say; it’s something we do.
18
The Deloitte Financial Advisory territory 01
02
Connected solutions
03
04
in defining moments 05
06
07
08
What do we mean by this?
– We operate at the critical, career-defining times in the lifecycle

– We connect solutions to preserve and unlock value
– We connect solutions to create end-to-end service for our clients
– We connect solutions to work alongside our clients
– We connect solutions across the Deloitte network
– We connect global scale with local knowledge
– We connect world class expertise to breakthrough technology
19
The Deloitte Financial Advisory brand pyramid 01
02
Our ‘North Star’ 03

Deloitte master brand purpose
Our overarching business mission 04
that unites us with the wider business To make an
and informs everything we do impact that
05
matters
06
Why we exist
Deloitte Financial Advisory purpose To drive smarter 07
Our higher order purpose + vision decisions in your business’
for what we are looking to develop defining moments
08
How we behave By creating connected solutions that

deliver impact from strategy through
How we act to uniquely deliver our brand to execution and evaluation
What we offer To unlock and preserve value throughout

mergers, acquisitions, restructuring,
What it is that we offer to our clients disputes and investigations
Reasons to believe
Global insight and Breakthrough innovation Agile business
The functional pillars that enable local knowledge and technology advisors
us to deliver our offer
20
The Deloitte Financial Advisory strapline 01
02
Driving impact in
03
04
defining moments 05
06
07
08
What do we mean by this?
– We deliver to the Deloitte master brand purpose,

‘To make an impact that matters’
– We drive momentum and action with the smarter decisions
we make with our clients
– We operate at the career-defining, critical moments that
transform the future of a business
– We have impact across a series of moments across the
business lifecycle, not just one individual moment or transaction
21
The Deloitte Financial Advisory elevator pitch 01
02
In today’s rapidly changing marketplace, progressive organizations 03
need agile business advisors to help them thrive.

04

At Deloitte Financial Advisory, we connect specialists to create 05
end-to-end solutions to help unlock and preserve value in mergers

06
and acquisitions, restructuring, investigations and disputes.
07
Underpinned by Deloitte’s global insight, local knowledge
and breakthrough analytics, we exist to drive smarter decisions 08
in your business’ defining moments.

Deloitte Financial Advisory,
Driving impact in defining moments
22
Introduction
04
The Deloitte 01
Financial Advisory 02
visual identity 03
04
05
06
07
08

visual concept
visual system
The Deloitte Financial Advisory visuals 29
Usage 30
Brand in use 32
Brand on a page 37 23
The Deloitte Financial Advisory visual identity
Introduction 01
02
The purpose of Deloitte Financial Advisory’s 03
visual identity is to create a unified visual system 04
so that regardless of a client’s location, channel 05

through which they connect with us, or service
which they draw upon, they experience 06
a consistent representation of our brand. 07
08
These images will bring our positioning to life.
We encourage you to use them and to find
inspiration in pairing them with the content
and messages you bring to market.
24
The Deloitte Financial 01
Advisory visual concept 02
Connection 03
The brand territory, ‘Connected solutions 04

in defining moments’ has been a clear
05
guide for our visual concept, which seeks
to bring to life the idea of connection at 06
the very heart of Deloitte Financial Advisory
and its service lines. 07
08
The visual style feels refined and elegant,
using a linear medium that feels worthy
of a defining moment. The crossing paths
represent the sense of connected services,
solutions, people and networks.
25
Advisory visual system 02
Services & Solutions 03
These visuals are best used when 04

demonstrating our specific solutions
05
and services. The precision and intricacy
of the visual style reflects the detail and 06
technicality needed in this instance.
07
08
26
Our clients 03
These visuals are best used when we are 04

talking about how we work with clients,
05
for example in prospect meetings or
client case studies. The coming together 06
of two parties, implied by this visual style,
reflect the way that we integrate and 07
partner alongside our clients.

08
27
Thought Leadership 03
These visuals are best used in our 04

thought leadership and articles that
05
we produce. The light density gives
the impression of a ‘beacon of light’ or 06
insight, which represents the aligning
vision and outlook we have on the future. 07
08
28
Advisory visuals 02
03
04
05
06
07
08
29
Usage 01
02
Guidelines on to use the visuals Black / White 03

Our Deloitte Financial Advisory visuals are always The visuals may be used on either black
used on primary surfaces. The image should sit in a or white backgrounds. 04
bold, central position and no other content should
be placed on or close to the visual to ensure its 05
impact and clarity.
06
Clear space size and position
A clear space around the image protects its impact. 07
The size of the clear space is 15% of the circular
image size, as marked by the dotted line.
08
Visual here
Headline OS Bold Headline OS Bold

Subheadline OS Light Subheadline OS Light
Light up to two lines of text Light up to two lines of text
Subtitle or date Subtitle or date
subtitle, date or author second line subtitle, date or author second line
Headline OS Bold
Subheadline OS Light
Light up to two lines of text
Subtitle or date
subtitle, date or author second line Identifier
30
Usage 01
02
Visual ‘Don’ts’ 03
Don’t place the image off-center Don’t put text over a circular image Avoid making the visual too small
04
05
06
07
08
Lorem ipusm dolor auter
Headline OS Bold Headline OS Bold Headline OS Bold

Subheadline OS Light Subheadline OS Light Subheadline OS Light
Light up to two lines of text Light up to two lines of text Light up to two lines of text
Subtitle or date Subtitle or date Subtitle or date
subtitle, date or author second line subtitle, date or author second line subtitle, date or author second line
31
Brand in use Logo

01
The logo is sized equal to 1/7th

of the diagonal of the layout. 02
Brochure (Portrait) 03
Please follow these guidelines when creating
a brochure in portrait format. 04
05
06
07
Visual
Visual is centred aligned to page.
08
Logo sizing Logo position The size of the clear space is 15%
The logo is sized equal to 1/7th The logo is positioned top left of the circular image size, as
of the diagonal of the layout. wherever possible, with a margin marked by the dotted line.
measured at 1/30th of the diagonal.
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Headline
Open Sans Bold.
Subheadline Headline OS Bold
Open Sans Light. Subheadline OS Light
Subtitle Light up to two lines of text
Open Sans Light. Subtitle or date
subtitle, date or author second line
Identifier
Aligned to bottom and right margins. 32
Brand in use Logo

01

Headline OS Bold
Headline Subheadline OS Regular
Banner (Portrait) Open Sans Bold. Up to two lines 03
Please follow these guidelines when creating Subheadline Subtitle or date OS Regular
Open Sans Regular. Up to two lines
a banner in portrait format. 04
Subtitle
Open Sans Regular.
05
06
Logo sizing Logo position
The logo is sized equal to 1/6th The logo is positioned top left
of the diagonal of the layout. wherever possible, with a margin 07
Visual
Centred to layout.
08
Aligned to left and right margins.
l
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1/6
1/3
Identifier
Aligned to bottom and right margins.
33
Brand in use 01
02
Banner (Landscape) 03
a banner in landscape format. 04
Logo
Logo sizing The logo is sized equal to 1/6th Headline OS Bold
The logo is sized equal to 1/6th of the diagonal of the layout. Subheadline OS Regular 05
of the diagonal of the layout. Up to two lines
Headline Subtitle or date OS Regular
Open Sans Bold. Up to two lines 06
l Subheadline
o na Open Sans Regular.
i ag 07
d
6th Subtitle
1/
Open Sans Regular.
08
Visual
The size of the clear space is 15%
of the circular image size, as
marked by the dotted line.
Logo position
The logo is positioned top left wherever
Identifier
possible, with a margin measured at 1/30th
© [Year] [Legal entity name].

of the diagonal.
a l
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di
0 th
1/3
34
Brand in use 01
02
Digital application examples 03
04
05
06
07
08
35
Brand in use summary 01
02
Headline OS Bold 03
Subheadline OS Regular
Headline OS Bold Up to two lines
Subtitle or date OS Regular
Subheadline OS Regular Up to two lines
Up to two lines 04
Up to two lines
05
06
© [Year] [Legal entity name].
07
08
Headline OS Bold
Subtitle or date
36
Brand on a page 01
02
Logo Identifier Strapline Colour palette Primary typeface 03
Driving impact in Open Sans Light 04

defining moments Open Sans Regular
05
Open Sans Bold
06
Services & Solutions Thought Leadership
07
08
Our clients
37
Introduction
05
Restructuring Services 01
02
03
04
05
06
07
08
The RS territory 40
The RS elevator pitch 41
The RS visual concept 42
The RS visual system 43
The RS visuals 46
Usage 47
Brand in use 49
Restructuring Services
Introduction 01
02
This part of the toolkit is for Restructuring Services 03
(RS). Please use the master brand as a base, then 04
add the following elements to bring the distinctive 05

RS identity to life.
06
07
08
39
The RS territory 01
02
Maximizing performance 03
Our territory helps to position us not just as advisors 04
in times of crisis, but also responsible for changing 05
the trajectory of a business and helping to unlock and 06

preserve as much value as possible, even in the most
challenging circumstances.
07
08
40
The RS elevator pitch 01
02
In testing times, stakeholders’ ability to respond 03
and adapt is critical to unlocking and preserving 04
value in a business. 05
By evaluating tactical and strategic scenarios, we identify 06
and execute, where suitable, financial and operational 07
enhancements to help businesses succeed. 08
Connecting global insight and deep industry knowledge

with robust analytics, we provide specialist services
to help stakeholders navigate challenging times and
maximize business’ performance.
41
The RS visual concept 01
02
Maximizing performance 03
Our visual concept is born from our 04

brand territory, ‘Maximizing performance’
05
and directly relates to our ability to power
businesses through challenging times. 06
The visual style represents machines and
cogs, implying power and performance. 07
08
42
02
Steering the direction 03
The sense of journey conveyed by 04

these visuals demonstrates our ability
05
to advise our clients through the most
challenging, defining moments in the 06
business lifecycle. They are best used in
demonstrating how we work with clients, 07
in new prospect meetings for example.

08
43
02
Analytics 03
The intricacy and precision of these visuals 04

represent our analytics capabilities, which
05
sit at the heart of our business. They are
best used when we are demonstrating 06
or referring to these capabilities.
07
08
44
02
Responsiveness & Adaptability 03
These visuals represent our ability to 04

respond effectively to change the trajectory
05
of a business, even in the most challenging
times, demonstrated by the ‘step-change’ 06
at the halfway point of the visual. They are
best used when we are referring to client 07
case studies or giving specifics on how

08
we can achieve this within a business.
45
The RS visuals 01
02
03
04
05
06
07
08
46
Usage 01
02

Our RS visuals are always used on primary surfaces. The visuals may be used on either black
The image should sit in a bold, central position and or white backgrounds. 04
no other content should be placed on or close to the
visual to ensure its impact and clarity. 05
Clear space size and position 06

A clear space around the image protects its impact.
The size of the clear space is 15% of the circular 07
08
Visual here

Headline OS Bold
Subtitle or date
47
Usage 01
02
04
05
06
07
08

48
Brand in use Logo

01

05
06
07
Visual
08
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Headline
Open Sans Bold.
Identifier
Brand in use Logo

01

Headline OS Bold
Subtitle
Open Sans Regular.
05
06
The logo is sized equal to 1/6th The logo is positioned top left
of the diagonal of the layout. wherever possible, with a margin 07
Visual
Centred to layout.
08
l
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0
1/6
1/3
Identifier
50
Brand in use 01
02
Logo
The logo is sized equal to 1/6th of the diagonal of the layout. Subheadline OS Regular 05
of the diagonal of the layout. Up to two lines
l Subheadline
i ag 07
d
6th Subtitle
1/
Open Sans Regular.
08
Visual
Logo position
Identifier
of the diagonal.
a l
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1/3
51
02
Headline OS Bold 03
Up to two lines 04
Up to two lines
05
06
07
08
Headline OS Bold
Subtitle or date
52
Brand on a page 01
02
Driving impact in Open Sans Light 04

defining moments Open Sans Regular
05
Open Sans Bold
06
Steering the direction Analytics
07
08
Responsiveness & Adaptability
53
Introduction
06
Deloitte Forensic 01
02
03
04
05
06
07
08
The Deloitte Forensic territory 56

The Deloitte Forensic elevator pitch 57
The Deloitte Forensic visual concept 58
The Deloitte Forensic visuals 59
Usage 60
Brand in use 62
Deloitte Forensic
Introduction 01
02
This part of the toolkit is for Deloitte Forensic. Please 03
use the master brand as a base, then add the following 04
elements to bring the distinctive Forensic identity to life. 05
06
07
08
55
Deloitte Forensic
The Deloitte Forensic territory 01
02
Foresee and Resolve* 03
The territory refers to our ability to help clients be proactive 04
in resolving disputes and investigations, and help to protect 05
them against risk in the future. 06
*”Foresee and Resolve” is an internal theme used for the development of the new brand. The Forensic strapline 07
remains “Clear and focused attention.”

Additional details specific to the Forensic application can be found on the Forensic Deloitte Resources page. 08
56
Deloitte Forensic
The Deloitte Forensic elevator pitch 01
02
In the face of increasing regulation and technology-fuelled 03
corruption, threats to the reputation and value of your 04
business have never been more widespread. 05
Deloitte Forensic connects deep technical and industry 06
insight with cutting-edge analytics and technology 07
to provide tailored solutions to the most complex 08

investigations and disputes.
Regardless of location or industry, decades of global

experience allow us to deliver focused resolutions to
issues threatening your business today and help protect
against risk in the future.
57
Deloitte Forensic
The Deloitte Forensic visual concept 01
02
Foresee and Resolve 03
Our visual concept stems directly from our 04

territory and relates to our ability to help
05
protect clients and help to resolve their
issues through foresight and guidance. 06
07
08
58
Deloitte Forensic
The Deloitte Forensic visuals 01
02
These visuals will bring our positioning 03
to life. We encourage you to use them

04
and to find inspiration in pairing them
with the content and messages you 05
bring to market.
06
07
08
59
Deloitte Forensic
Usage 01
02

Our Forensic visuals are always used on primary The visuals may be used on either black
surfaces. The image should sit in a bold, central or white backgrounds. 04
position and no other content should be placed on
or close to the visual to ensure its impact and clarity. 05
Clear space size and position 06

A clear space around the image protects its impact.
The size of the clear space is 15% of the circular 07
08
Visual here

Headline OS Bold
Subtitle or date
60
Deloitte Forensic
Usage 01
02
04
05
06
07
08

61
Deloitte Forensic
Brand in use Logo

01

05
06
07
Visual
08
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Headline
Open Sans Bold.
Identifier
Deloitte Forensic
Brand in use Logo

01

Headline OS Bold
Subtitle
Open Sans Regular.
05
06
The logo is sized equal to 1/6th of The logo is positioned top left
the diagonal of the layout. wherever possible, with a margin 07
Visual
Centred to layout.
08
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ona
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g
dia
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1/6
1/3
Identifier
63
Deloitte Forensic
Brand in use 01
02
Logo
The logo is sized equal to 1/6th of the of the diagonal of the layout. Subheadline OS Regular 05
diagonal of the layout. Up to two lines
l Subheadline
i ag 07
d
6th Subtitle
1/
Open Sans Regular.
08
Visual
Logo position
Identifier
of the diagonal.
a l
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1/3
64
Deloitte Forensic
02
Headline OS Bold 03
Up to two lines 04
Up to two lines
05
06
07
08
Headline OS Bold
Subtitle or date
65
Deloitte Forensic
Brand on a page 01
02
Clear and focused Open Sans Light 04

attention Open Sans Regular
05
Open Sans Bold
06
Visuals
07
08
66
Introduction
07
Mergers and Acquisitions 01
02
03
04
05
06
07
08
The Global M&A Services brand 68 67

Mergers and Acquisitions
The Global M&A Services brand 01
02
Please refer to the M&A brand site on Deloitte Resources 03
to access the messaging and visual identity for Global 04
M&A Services. 05
Link to the M&A Brand Space identity 06
https://global.deloitteresources.com/Services/manda/Pages/brand.aspx 07
08
68
Introduction
08
Summary 01
02
03
04
05
06
07
08
Brand world summary 70

How you can support the Deloitte 71
Financial Advisory brand?
Resources and contacts 72
Disclaimer 73 69
Summary
Deloitte Financial Advisory
Brand world summary 01
02
Deloitte Financial Advisory 03
& the service lines

04
Here you will see how Deloitte Financial
05
Advisory and its service lines come
together visually and whilst they feel 06
distinctive and ownable to each, they
offer the brand cohesion and clarity. 07
08
Restructuring Services Forensic M&A
70
Summary
How you can support the 01
Deloitte Financial Advisory brand? 02
Advocate for the new identity in your practice, 03
start using the messaging imagery consistently, 04
and encourage your teams to continue to 05

monitor Brand Space.
06
The Deloitte Financial Advisory brand team is 07
eager to hear suggestions from you as to how 08

people are using it effectively and of course
how they can continue to build out the brand
identity as a whole. Thank you in advance
for your support and for amplifying this very
exciting development in our brand’s evolution.
71
Summary
Resources and contacts 01
02
Andrew Hayman 03
ahayman@deloitte.co.uk 04
Chief of Staff, Deloitte Financial Advisory 05
Francesca Iacobelli 06
fiacobelli@deloitte.ca 07
Communications Lead, Deloitte Financial Advisory 08
Visit the Financial Advisory brand identity site on

Deloitte Resources to access all the assets featured
in these guidelines.
If you need help with any of your materials, our

Deloitte India Joint Venture Creative Services team
is fully versed in the Financial Advisory brand
identity and Deloitte brand requirements.
72
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company
limited by guarantee (“DTTL”), its network of member firms, and their related entities.
DTTL and each of its member firms are legally separate and independent entities.
DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see
www.deloitte.com/about for a more detailed description of DTTL and its member firms.
This communication is for internal distribution and use only among personnel of Deloitte
Touche Tohmatsu Limited, its member firms, and their related entities (collectively,
the “Deloitte network”). None of the Deloitte network shall be responsible for any loss
whatsoever sustained by any person who relies on this communication.
© 2018. For information, contact Deloitte Touche Tohmatsu Limited 73

Deloitte Uk Deloitte Financial Advisory Global Brand Guidelines and Toolkit PDF

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Deloitte Financial Advisory

Global brand guidelines and toolkit

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01 Introduction 03 04 The Deloitte Financial Advisory visual identity 23 06 Deloitte Forensic 54 03

Brand on a page 53 Resources and contacts 72

Visit the Financial Advisory brand identity site on Deloitte Resources

Purpose of the Deloitte Financial 04

Purpose of the Deloitte Financial Advisory toolkit 01

This toolkit provides an executive summary of the brand 03

positioning, core messaging, and visual identity for Deloitte 04

Financial Advisory and its service lines as defined by the 05

and instruct teams on how to communicate the spirit of 07

Deloitte Financial Advisory, just as we continually strive to 08

Purpose of the Deloitte Financial Advisory toolkit 01

Why does it matter? Who is it for? 03

Our brand is a direct extension and How should it be used?

Deloitte master brand 01

Deloitte master brand introduction 07

Deloitte master brand introduction 01

Everything in this guide has been 03

developed and approved in conjunction

global consistency for Deloitte Financial

matters’. For more details on Deloitte

master brand elements that should

Advisory brand. For more information

Typography Imagery & use

Open Sans Light

The Deloitte logo is the most instantly 03

recognizable symbol of our brand around

we create and communicate. It is also the

The Green Dot is one of our most valuable 03

assets and stands as a shorthand for everything

start of something. It is always treated with

facing communications, such as

the master brand while amplifying the

– Identifiers are designed for global businesses or

Headline in Open Sans Bold

The color palette revolves around the 03

green. Additional colors are neutral

stand out. This creates a color scheme

creating a Deloitte document.

All colors should be used with white space to add

Color – Primary palette 01

When applying the primary palette, 03

please use the correct color values

Teal 5 Blue 2 Blue 3 Blue 4 Blue 6

A single modern and clean typeface, Primary typeface 03

Open Sans Light

PowerPoint, Word and MS Outlook templates

out to third parties who do not have Open Sans. 08

Imagery & use 01

Deloitte’s primary imagery has a circular Circular imagery 03

motif. For secondary imagery (full bleed

and core messaging 03

On the next slide, you will find a glossary page 03

outlining the key terminology that we will be 04

using throughout the guidelines. Please refer 05

Advisory positioning and core messaging. 07

What is a territory? What is a strapline? What is an elevator pitch? 03

The Deloitte Financial Advisory territory 01

– We operate at the critical, career-defining times in the lifecycle

The Deloitte Financial Advisory brand pyramid 01

Our ‘North Star’ 03

– Identifiers are designed for global businesses or

– We deliver to the Deloitte master brand purpose,