Corporate Identity Guidelines

The new CDI brand is one of our most valuable assets: it is our visual statement to the world of
who and what the organisation is; it reflects our personality and all that the professional body
stands for, and as such we need to take steps to protect its use.

This paper is the final proposal and replaces all previous versions and addresses issues raised by
the Transition Group in November 2012.

These guidelines will ensure consistency in the use of the logo, font and colour scheme in printed
and online communications, without being overly prescriptive. Our aim is to keep them clear, simple
and unambiguous.

1. The logo
The logo will be used on the website, in electronic media such as PowerPoint, emails and in print
format. The logo must always be used from the digital art work.

1.1 Consistent use of logo

The logo will be provided in three alternative sizes, it must not be altered in any way, including
resizing the logo, as this can undermine the impact and credibility of the brand.

Positioning: The preferred position is the top left corner. The exception to this rule is letterhead,
where the logo appears top right. If another alignment is requested guidance should be sought from
the CDI marketing team.

Do not attempt to:

 compress the logo
 stretch the logo
 add any extra text to the logo
 change the type face
 change the colour
 add extra graphical images

We need consistency of positioning on any documents, whether printed or PDF. There must be
sufficient room around the logo so it is not squashed by text or another graphical image.

1.2 Joint Branding

If materials are produced in association with another organisation, the preferred position of the CDI
logo is the top left corner with sufficient space around the logo, 10mm if the logo is at 15mm depth.
This space should be increased in proportion to the size of the document and size of logo used.

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1.3 Dimensions
The logo is available in three sizes. The smallest size for example can be used on electronic
communications and business cards; the medium size is best suited to documents and reports.
Please contact the CDI marketing team.

Small Medium

1.4 Use of Logo on Career Professional Websites

CDI members who are listed in the Professional Register can use a version of
the logo on their website and promotional resources in recognition of their
expertise.

The logo will not be used by individual and all types of organisational
members. Individuals are encouraged to use the initials MCDI.

2. Colour Guidelines
Pantone® colours

 Blue; Pantone 2766

 Green; Pantone 327 (this is darker than the original artwork)

RGB
Blue; R=5, G=30, B=91
Green; R=0, G=140, B=130

CMYK;
Blue; C=100, M=94, Y=0, K=47
Green; C=100, M=0, Y=44, K=17

The alterative is black on a white background, when used on mono applications

2.1 Colour formats

To achieve accurate colour reproduction in print or electronic media, please use these colour
guidelines.

 Print: CMYK is used for general printing; Pantone colours are used for precise colour
matching by professional designers and printers. Do not alternate between Pantone and
CMYK for the same colour as they will not be an exact match.

Different printers and copies will reproduce colour values differently. The quality and colour
of paper will also impact on the final colour values.

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  On Screen: RGB and Hex values can be used to convert the CMYK colours into versions that
can be used on screen/slide. The colours may look slightly different on screen to printed
documents.

2.2 File formats

If you need to use the logo for a very specific purpose, we can supply the logo in a format to suit the
media.

1. EPS files are high-resolution and for use in printed items. These are provided with two types
of colours: CMYK is for general use; Pantone is used for precise colour matching in printed
materials (usually only by professional designers).
2. TIF files can be used in printed items for people who don't have the correct software for
working with EPS files (such as Illustrator and Photoshop).
3. JPG files are for use on websites, electronic communications and inserting in printed
documents.

3. Typefaces and fonts

Fonts need to be agreed for consistency of presentation. Care should be taken to ensure good
balance of white space to text areas.

Our vision for the CDI is that of a new, contemporary institute and we have chosen a modern font to
support our personality – Calibri.

As a guide letters, emails and formal documents should use the following format:
 Main heading (top of page centre) size 14
 Main sub headings size 12
 Other sub headings size 11

We aim to follow the RNIB’s Clear Print Guidelines:

 Use a clear font for body copy, avoiding
anything stylised
 All body text should be left aligned
 Use bold sparingly, only highlight a few
words rather than a paragraph
 Keep the text layout clear, simple and
consistent
 Don't use blocks of capitalised letters, and
try not to use any italics or underlining
 Text shouldn't be overlaid on images
 Paper should not be glossy or reflective
 Paper should be thick enough to prevent
show through
 The contrast between the text and
background is as high as possible
 All text should be the same orientation on
the page
 Space between columns of text is large
enough to be distinct

4. Images
When photographic images are incorporated into text, they should reflect the content of the
document. A generic CDI document will include a cross section of people - age, background, race,
gender – and setting (business work settings, school, community etc.)

5. Letterhead and complement slips

Stationery will be available in both electronic and paper formats: please ask for supplies.

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6. Email signatures
Email signatures, to include the logo have been created for use by staff; associates/contractors;
Council and the Board. The address details are Calibri (light) font, size 10.

Gupta Singh
Membership Services Manager

Ground Floor, Copthall House, 1 New Road, Stourbridge, West Midlands DY8 1PH
T 01384 376464 M 07545 887064 E hq@thecdi.net W www.thecdi.net

7. The Board is asked to:

i. Agree the content of this final draft of the CDI Corporate Identity Guidelines
ii. Take every opportunity to promote the CDI brand and use of the Corporate Identity
Guidelines

Jan Ellis
Business Development Manager
February 12 2013

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