Churchill Brand Guidelines

Transcription

Churchill
Brand Guidelines
September 2009/Release 2
53259_Churchill_Brand Guidelines_11.indd 1
02/08/2010 16:00
Contents
Introduction
2
Brand positioning
3
Count on Churchill branding
6
6
7
8
9
Overview
Count on Churchill logo
Exclusion zone
Stamp wordmark
Corporate branding
10
10
10
11
12
13
Overview
Corporate logo
Wordmark
The nodding dog
Exclusion zones
Colour palette
Offline colours
Online colours
14
14
15
Typography
16
Copy usage
17
Imagery
18
19
20
21
22
Full bleed imagery
Cut-out imagery
What to avoid
Animated Churchill
Brand assets
23
23
24
25
27
28
Elements
The keyline
Category icons
Tick boxes
Lozenges & johnson boxes
Print material guides
29
29
30
32
33
34
A5 inserts
A4 letterheads
Envelopes
Multi-category adverts
Yellow pages
Legal and compliance
Useful tips
Guidelines
Substantiating claims
35
35
35
35
Glossary of terms, style & grammar
36
1
02/08/2010 16:00
Introduction
The Churchill brand lies at the heart of everything we
do and needs to shine through in all communications.
All the branding elements found in this document
can be downloaded from the TAG website:
http://rbs.tagworldwide.com
These guidelines provide a practical toolkit to ensure
that wherever people encounter our brand, they get a
consistent impression of us as a company.
For more information, contact the EHS Churchill
team on 020 7017 1000 or a member of the
Churchill Brand team.
2
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Brand positioning
Brand promise
We are a safe pair of hands
If we wanted to sum up the Churchill brand in one
word, it would be ‘dependability’. This expresses what
we stand for, purely and simply, which is why it has
become our core promise.
We always try to be there for you
We know our stuff
We are solid and reliable
Dependability is central to Churchill’s positioning.
As a reliable, friendly and trusted insurer, we aim to
leave people feeling reassured about our ability to
deliver both on a fair price and on the quality of
our service.
We are experienced in our field
We take a commonsense approach
to everything we do
We express this through the following set of brand
values:
You know where you are with us
We make things as simple as possible
We are a pleasure to deal with
We don’t believe in gimmicks
We always try to listen, be helpful and
be supportive
We are of the people
We are
a pleasure
to deal with
We are
a safe pair
of hands
nt
siste
con
Friendl
y&
Re
li
e
bl
&
le
ab
app
roa
ch
a
We treat others as we would like to be treated
Dependability
The friendly face you
can depend on in the
insurance market
We take a commonsense
approach to everything we do
Do
wn
to
rd
rwa
o
f
t
earth & straigh
3
02/08/2010 16:00
Brand positioning
Brand personality
Brand tone of voice
Friendly
Warm
Approachable
Friendly
Reliable
Likeable
Consistant
Sincere
Down to earth
Straightforward
4
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Brand positioning
Who is Churchill? A pen portrait
The Churchill dog represents the capabilities and
integrity of the Churchill brand. He is the mouthpiece
for the brand and as such, he is:
Always in control of the situation, and always
has the answer
A real character with a sense of humour
Knowledgeable
Churchill is not:
Astute
A toy or a plaything and so shouldn’t be portrayed
as such
Empathetic and helpful
A good listener and eager to please
A clown, a joker or a prankster
Open
A fool, and will not let people make a fool of him
Warm and friendly
A typical dog and does not behave like one
Straightforward and uncomplicated
Always business-like, keeping a professional
distance
5
02/08/2010 16:00
Overview
Count on Churchill is the current brand strapline and
is used as an expression of ‘dependability’ across all
marketing communications.
Exception can only be made to this guideline if there
are restrictions on space or system capabilities.
If in doubt, please contact the Churchill brand team.
When to use Count on Churchill
Count on Churchill represents everything that we
stand for and as such should be used across all
marketing communications, from new customer
acquisition to existing customer retention pieces.
6
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Count on Churchill logo
1
2
The standard Count on Churchill logo consists of the
nodding dog, the ‘count on’ stamp and the Churchill
wordmark. It should always be reproduced from the
master artwork, and should never be modified in
any way.
Otherwise a minimum size of 36mm x 25mm is
allowable (for example Yellow Pages adverts).
The logo should be reproduced at a minimum size
of 65mm x 43mm when used on A5 material
and larger.
3
Do not alter the size and position of the dog,
‘count on’ stamp and the Churchill wordmark
relative to one another.
4
Do not reverse the dog when it is accompanied
by ‘count on’ stamp and the Churchill wordmark.
1
The nodding dog
The ‘Count on’
stamp
Wordmark
65mm (min)
2
36mm (min below A5)
43mm
(min)
25mm
(min below A5)
What not to do
3
4
7
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Exclusion zone
1
To ensure maximum legibility, the Count on Churchill
logo is always surrounded by a minimum area of
clear space, remaining free of images or type.
2
The dog may be positioned over a solid colour
background as long as there is no colour variation
or objects within the dog’s exclusion zone.
The clear zone measurement has been constructed
based on the height of the ‘l’ in “Churchill” (shown
as x). This is indicated below by the rectangular box
surrounding the logo and has been built into the
master artwork as a transparent box.
1
2
Home Insurance
0.5x
x
0.5x
x
x
8
02/08/2010 16:01
Stamp wordmark
The Count on Churchill stamp wordmark can
be used without the dog on full bleed images
(see page 19) or when seen alongside the CGI
dog animation (see page 22). It must always
sit on a solid colour background.
1
Where possible the two-colour stamp and wordmark
should be used (i.e. black word mark with 100% cyan
‘count on’ stamp).
2
When the stamp and wordmark are to be used in
black and white communications, for example press
adverts, the mono version can be used.
3
Stacked version of the Count on Churchill stamp and
wordmark for TV use only.
Any further use of the Count on Churchill stamp
wordmark must first be approved by the Churchill
brand team.
1
65mm (min)
0.5x
x
10mm (min)
0.5x
x
x
2
65mm (min)
0.5x
x
10mm (min)
0.5x
x
x
3
9
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Corporate branding
Overview
Corporate logo
Churchill corporate branding is made up of three
basic elements:
Corporate logo
1
The corporate logo consists of the dog image and
wordmark.
2
It must never be cropped and should have a
minimum size of 25mm x 43mm.
3
Do not alter the size and position of the dog and
wordmark relative to one another.
4
Do not reverse the dog when it is accompanied by
the wordmark.
Churchill wordmark (see page 11)
The nodding dog (see page 12)
The Count on Churchill branding should always
be used as a priority. However, the Corporate
branding can be used if space is limited or there
are system restraints.
If in doubt, please contact the Churchill brand team.
25mm (min)
1
2
The dog
43mm
(min)
Wordmark
Corporate logo, colour version
Corporate logo, mono version
3
4
10
02/08/2010 16:01
Corporate branding
Wordmark
1
Where possible, the Churchill wordmark should
be black.
2
Exception can be made to this guideline when the
wordmark is used on letterheads and emails. In such
instances it may appear 100% cyan.
1
3
Alternatively, the wordmark may be reversed out
of a colour background in which case, it should
appear white.
4
On system generated letterheads and emails
the wordmark should appear in the top right
hand corner.
4
Churchill Travel Insurance
Lumbry Park, Selborne Road,
Alton, Hampshire GU34 3HF
www.churchill.com
2
CHTS01-NOV06-C10480
3
Churchill Travel Insurance is underwritten by Indemnity Insurance Limited, authorised and regulated by the Financial Services Authority.
Churchill Court, Westmoreland Road, Bromley, Kent BR1 1DP. Registered in England No 02445040. Calls may be recorded.
client RBI Churchill
account
RBI Churchill
job title CH TS 01
NOV06
size 210 x 297mm
Acc Handler Trevor Davis
process
coated
pub. name Direct Mail
project Travel 06
artwork 210 x 297mm
specials
date 10/11/06
op. trev
554837
magenta
yellow
cyan
black
proof 1
type trim/bleed
workflow T031
page 1
pantone
T031am554837.pgs 11.11.2006 06:26
***LOW-RES-PDF***
11
02/08/2010 16:01
Corporate branding
The nodding dog
If there are space restrictions the Churchill dog
may be used in isolation.
3
The dog must never be mirrored and should be
upright, not leaning at an angle.
In such situations the following guidelines apply:
4
If it is not possible to show the whole dog the crop
should include the ears and jowls and should be
approved by the Churchill brand team.
1
The dog must have a minimum size of
18mm x 21mm.
2
Select an asset so that the dog faces towards the
main copy of the ad.
18mm (min)
1
2
3
21mm
(min)
4
Looking for great value
van insurance?
TM
12
02/08/2010 16:02
Corporate branding
Exclusion zones
ements
The corporate logo, wordmark and nodding dog are
always surrounded by a minimum area of clear space,
remaining free of images or type.
This is indicated by the rectangular boxes below
and has been built into the master artwork as a
transparent box.
Cle
The clear zone has been constructed based on the
height of the ‘l’ in ‘Churchill’ (shown as x).
To ensure prom
brandmark, the
own, and the lo
by a minimum
remains free of
and imagery.
0.5x
0.5x
0.5x
x
The area of clea
the rectangular
and should be i
The constructio
height of the le
0.5x
0.5x
x
The minimum c
into the master
x
x
0.5x
x
x
0.5x
churchill.com
x
0800 917 7853
0.5x
x
x
quote reference 1234 when calling
Mon-Fri 8am-8pm, w/ends 9am-6pm
x
0.5x
0.5x
x
x
0.5x
0.5x
rchill.com
0 917 7853
0.5x
rence 1234 when calling
m-8pm, w/ends 9am-6pm
x
x
x
tions identity guidelines, March 2005
13
02/08/2010 16:02
Colour palette
Offline colours
Solid colours on coated or uncoated paper
Blue
100% cyan
Black
100% black
White
Tints of colours on coated or uncoated paper
Blue
20% cyan
Black
50% black
Solid colours on coated or uncoated paper
Blue (100% cyan)
Black (100% black)
White
Tints of colours on coated or uncoated paper
Blue (20% cyan)
Black (50% black)
14
02/08/2010 16:02
Colour palette
Online colours
Banner blue
Dark blue
Mid blue
Light blue
Red
White
Black
Dark grey
Light grey
Orange
0099FF
0080C0
CDE6F2
E8F4F9
D82832
FFFFFF
000000
333333
666666
FF6633
Banner blue
Dark blue
Mid blue
Light blue
Red
White
Black
Dark grey
Light grey
Orange
15
02/08/2010 16:02
Typography
Brand typeface
1
Kerning
4
FS Albert Alt is the typeface used for all brand
communications.
There are four different weights used: light, regular,
bold and extra bold.
Unique £ sign
2
3
A version of the Albert Alt £ sign has been created
with a single stroke running through it. This version must
be used at all times. As with all Churchill images and
assets, this is available on the TAG website (see page 2
for details).
Online and PC
Use Trebuchet (PC) or Verdana (Mac only) typefaces
for online executions.
Legal copy typeface
Basiccondensed
elements
Univers
is used for legal copy. The two
Copy colour
Copy should be white when used on blue (100% cyan),
black or grey backgrounds. Black or blue (100% cyan)
can be used on white backgrounds.
weights used are 57 and 67.
Basic elements
1
FS
Albert
Alt
FS Albert Alt
FS Albert Alt light
FS Albert Alt light
FS Albert Alt regular
FS Albert Alt regular
FS Albert Alt bold
FS Albert Alt bold
FS Albert Alt extra bold
FS Albert Alt extra bold
3
The character spacing (kerning) of text should be
consistent at all times to ensure maximum legibility.
It is good practice to ensure that text is kerned and
tracked accurately. For example, FS Albert’s default
spacing before and after a % symbol is too great,
so the character spacing must be reduced by -70
(InDesign) or -7 (Quark).
abcdefghijklmnopqrstuvwxyz0123456789£
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Univers 57 condensed
abcdefghijklmnopqrstuvwxyz0123456789
Univers 57 condensed
Univers 67 bold condensed
Univers 67 bold condensed
2
Primary font
FS Albert Alt i
brand commu
Primary font
variety and fl
FS Albert Alt i
most frequen
brand commu
Secondary
variety and fo
fl
Univers
conde
most frequen
for very small
Secondary fo
condensed fo
Univers conde
How
to small
buy F
for very
If
you needfo
to
condensed
contact the C
How to buy F
who will issue
If you need to
download the
contact the C
website. FS A
who will issue
at a discounte
download the
NB.
Please
website.
FSno
A
are
advert
at afor
discounte
on PC's for ev
NB. Please no
communicati
are for advert
your PC for th
on PC's for ev
communicati
your PC for th
4
50%
50%
16
Churchill brand communications identity guidelines, March 2005
Churchill brand communications identity guidelines, March 2005
02/08/2010 16:02
Copy usage
Churchill
Caveats
The Churchill logo ALWAYS has a lower case c.
When used in a copy execution, Churchill ALWAYS
has a capital C
All communications should be upfront and honest,
and therefore caveats or small prints should
be avoided.
Churchill, the logo
Cases
Churchill is a logo not a dog, so please do not use any
dog puns such as “give the dog a phone” or have him
“paws for thought”.
The following use sentence case:
Headlines
Johnson boxes and lozenges
Product names
Body copy
Churchill products, names and features should use
capitals at the start of each word (for example
Enhanced Courtesy Car).
Legals
Tick boxes and bulleted copy
Category names
Headlines
The following are the correct ways to refer to
Churchill categories:
All headlines should be left aligned
Punctuation
• Car Insurance (Not Motor Insurance)
Headlines do not end with a full stop unless they
are part of a question and answer scenario.
• Home Insurance (Not House Insurance)
• Motorcycle Insurance (Not Bike / Motorbike)
Other punctuation, including question marks,
exclamation marks and speech marks can be
used where appropriate.
Apostrophe
The apostrophe must never be used in relation
to Churchill:
Bullet points and tick boxes
• Churchill services not Churchill’s services or
Churchills’ services
Tick boxes should be used to highlight key information
wherever possible. However if the copy does not lend
itself to tick boxes, bullet points should be used (see
page X for usage guidelines).
• Churchill is treated as plural: Churchill provide
not Churchill provides
17
02/08/2010 16:02
Imagery
Look and feel
Where people are used, the following guidelines
apply. The subjects should:
The visual look and feel should be consistent across
all Churchill communications for the purposes of
brand consistency. Imagery must be photographic,
and should be used to illustrate the headline and
support the ‘dependability’ brand positioning in a
simple, warm and engaging way. As such, images
should represent a snap shot of a relaxed and
happy life.
Be people the target audience can relate to
Look happy, content, friendly, confident and
reassured
Demonstrate natural behaviour and preferably
not be looking directly at the camera
Basic photographic principles apply across all
imagery. Images should:
Be part of real-life situations
Demonstrate interaction / a person taking part
in an activity (e.g. washing the car, mowing the
lawn, trimming a hedge)
Look natural and not staged
Feel warm, engaging and modern
Be relevant to the demographic of the
target audience
Photographic imagery can be used as cut-out or full
bleed visuals, examples of which are covered over
the following pages.
Look and feel British
Be simple and uncomplicated
Include an element of cyan
18
02/08/2010 16:02
Imagery
Full bleed imagery
Full-bleed images must follow the photographic
principles detailed on page 18. As such, all images
should be warm and engaging and dramatise the
lead message of the communication. They should
include an element of cyan to add visual consistency
to the Churchill brand.
1
The following example demonstrates the usage
guidelines for full-bleed imagery across printed
communications.
Full bleed images should only be used when masked
within the keyline (see page page 24 for further
details). Images should be simple and uncomplicated
with a ‘clean’ area where the headline can appear.
As the background is not a solid colour, the Count on
Churchill logo stamp wordmark should be used rather
than the standard logo.
1
Home
Insurance
Guaranteed to beat
your renewal quote
19
02/08/2010 16:02
Imagery
Cut-out imagery
Where an idea lends itself, cut-out photography
may be used. Cut-out images must follow the
photographic principles detailed on page 18, being
warm and engaging and including an element of
cyan. In addition, a holding shadow should be used
to avoid images ‘floating’ on the page.
20
02/08/2010 16:03
Imagery
What to avoid
For the purpose of brand consistency, images should
adhere to the guidelines. Using images that do not
conform to the visual identity will weaken the overall
look and feel of the Churchill brand.
1
The image is too red and feels like a competitor
2
The image is too cold and too posed
3
Don’t convert images into monotone or duotone
or use over-complicated visuals
4
Don’t apply filters or effects i.e. blurring, extra light,
distortion, noise or stylize
1
2
3
4
21
02/08/2010 16:03
Imagery
Animated Churchill
The following guidelines apply when using the
Glassworks CGI dog animation:
1
The standard Count on Churchill logo (as seen on page
7) should never be seen alongside the Churchill dog
animation in order to maintain the separation of the
CGI character from the logo. Therefore, whenever the
CGI animation features as part of a creative execution,
the Count on Churchill stamp wordmark without the dog
should be used as the logo (see page 9 for guidelines).
However where the animated Churchill dog appears
within a communication which has multiple pages
or sides, for example on the front of an insert, the
standard Count on Churchill logo with nodding dog
can be used on subsequent pages.
2
The Churchill CGI animation can appear on
plain backgrounds (white or cyan as a preference)
and must have a grounding shadow if the bottom
of the dog is shown.
3
Otherwise the CGI dog animation must appear
within real environments, whether these are
photorealistic CGI or photographic images.
Efforts should be made to make the character
appear as if he in the environment, for example
through the use of shadows, changes of tone
due to environmental lighting, the appearance
of weight on grounding objects (e.g. pillows).
1
Home
Insurance
Home
Insurance
Easy like Sunday mornings
It’s easy to renew
Thank you for choosing to insure your home with Churchill for the last year. With your renewal coming up,
you’ll be pleased to hear you don’t have to bend over backwards to stay covered for another year. All the details
you need are in the enclosed letter.
Of course if you do have any questions, please don’t hesitate to get in touch with one of our customer service
representatives on 0800 xxx xxxx and we’ll do our best to help.
Benefits of renewing for another year
✓ Up to £500,000 cover for your buildings
✓ Unspecified high-risk item limit of £1,500
✓ Up to £50,000 cover for your contents
✓ 24-hour helpline with all calls answered in the UK
✓ New for old cover on contents replacement
(except bicycles, clothing and linens)
Call or buy online
0800 XXX XXXX
churchill.com
XXXXXX
3
RBSICH308 0809
2
Churchill undelivered and returned mail, Doncaster DN55 1DA
Home
Insurance
You could enjoy
Car
Insurance
50% off
home insurance
when you switch
to Churchill
Churchill car insurance
now proudly comes with
a beautiful new addition
Churchill Insurance Company Limited.
Churchill Court, Westmoreland Road Bromley, Kent BR1 1DP.
Registered in England No. 2258947
22
02/08/2010 16:03
Brand assets
Elements
This section covers positioning, size and usage of the
following brand assets:
Category icons
Tick and cross boxes
Keyline
Category names
Johnson boxes
Call to action lozenges
Category name
Category icon
Tick boxes
Home
Insurance
Keyline
Mr A B Sample
1 Sample Street
Sample Town
Sample Shire
AB1 CD2
Dear Homeowner,
Enjoy up to 25% introductory
discount on your home insurance
We’re always trying to give you a great deal, and we think this one’s
hard to beat. Switch to Churchill today and we’ll give you 25% off as a
special introductory discount.
That’s 25% off your contents insurance, buildings insurance or both.
PLUS up to 30% no claims discount
If you haven’t made a claim on your home insurance recently, you’ll
also get a no claims discount of up to 30% when you join. The more
consecutive claim-free years you have on your home insurance, the more
no claims discount you’ll get – up to a maximum of 30%. And if you
stay claim free, you’ll enjoy up to 30% no claims discount when you
renew, too.
Challenge Churchill now – you could be paying less on your
home insurance
Call FREE today on 0800 404 8835 or visit churchill.com
We look forward to hearing from you.
Your benefits in summary:
Johnson box
✓ Automatic cover of up to £50,000
and up to £500,000 buildings cover
✓ Up to 25% introductory discount
✓ Up to 30% no claims discount
✓ Up to 15% off online
✓ Award-winning cover
Call or buy online
0800 123 4567
Call to action
lozenge
churchill.com
Yours sincerely
James Cooper
Home Insurance Marketing Manager
PS. You can also get an extra 15% off when you apply online.
If more than one of the above discounts applies these will be deducted
consecutively from your individual premium.
23
02/08/2010 16:04
Brand assets
The keyline
The keyline extends around the edge of the
communication giving an area in which to house
text, images or backgrounds. It should be used across
all marketing communications where the Count on
Churchill logo features.
The keyline should bleed to the left with the standard
Count on Churchill logo positioned in the bottom right
hand corner, in front of the keyline. The cyan ‘count
on’ stamp should sit below the keyline; it must not be
positioned above the keyline or be intersected by it.
Keyline filled with 100% cyan background.
3
An image set within the keyline. In this instance the
Count on Churchill logo stamp wordmark should
be used as the background is not a solid colour
(see exclusion zone criteria on page x). The stamp
wordmark should align with the right hand edge of
the keyline.
In each form, the keyline has a preferred and
minimum corner radius of 4mm, although for Yellow
Pages ads this can be reduced to 2mm. For formats
larger than A3, the corner radius should be set at A3
and then scaled up proportionately.
The keyline can appear in any of the following forms:
1
2
100% cyan keyline on a white background.
The keyline should always be 1pt on communications
up to A3 size.
1
3
Car
Insurance
Home
Insurance
25%
off
MR A B SAMPLE
1 SAMPLE STREET
SAMPLE TOWN
Welcome!
SAMPLESHIRE
AB1 CD2
Move your home insurance
to Churchill and enjoy a 25%
introductory discount
home customers
2
Car
Insurance
We’re here
for you night
and day
Home
Insurance
It’s comforting to
know your price won’t
go up next year
MR A B SAMPLE
1 SAMPLE STREET
SAMPLE TOWN
SAMPLESHIRE
AB1 CD2
to Churchill and enjoy a 25%
24
02/08/2010 16:04
Brand assets
Category icons
The new category icons are an extension of the
keyline and are used to communicate the range of
insurance products that Churchill offer; Car, Home,
Travel, Pet, Breakdown, Van, Motorcycle and
Income Protection.
Icons must always appear in the hierarchy shown
below. If only four icons are used, they should still
appear in the correct hierarchical order along the
keyline. Icons can appear with a 100% cyan keyline,
with a solid 100% cyan background or with a full
bleed image set inside the keyline (see page 19).
1
Car Insurance
2
Home Insurance
3
Travel Insurance
4
Pet Insurance
5
Breakdown
6
Van Insurance
7
Motorcycle Insurance
8
Income Protection
The icons featured on the keyline must
reflect only those categories promoted
within the communication.
Where more than one category icon is used, the
spacing of the icons along the keyline must be
consistent. The distance between icons is calculated
based on the height of the icons (y) as shown below.
1
2
3
4
5
6
7
8
y
(10mm min)
1/3 of y
(3mm min)
25
02/08/2010 16:04
Brand assets
Category icons
The category icons have been designed to the same
height, but each has a different width. They must
never be cropped, stretched or re-sized. Where a
100% cyan keyline is used, the thickness of the icon
keyline should be the same thickness as this border.
1
2
The maximum number of category icons that can
be used on any one communication is six. Using
any more would mean reducing the size of the icons
below their minimum height. There must be no
category names where multiple icons are used.
3
On single category communications, the category
name should appear on two lines next to the icon
as a preference. In this instance the icon should be
reproduced at a minimum height of 10mm with the
category name text set up to 14/15pt FS Albert Alt
extra bold.
4
Where space is limited (for example Yellow Pages
adverts), the category name should appear on one
line. In this case the icon should be reproduced at
a minimum height of 6mm and the category name
text should be set up to 9pt FS Albert Alt extra bold.
Category icons must start from the top left hand
corner of the communication and run to the right as
more icons are added. Icons must always sit above
the keyline.
1
2
Car
Insurance
go up next year
Count on
Churchill for
your insurance
needs
Home
Car
Travel
Pet
Van
Motorcycle
0800 XXX XXXX
0800 XXX XXXX
0800 XXX XXXX
0800 XXX XXXX
0800 XXX XXXX
0800 XXX XXXX
3
Home
Insurance
10mm
(min)
4
Call us at our award-winning UK call centres
or visit us online at
Home Insurance
churchill.com
6mm
(min)
26
02/08/2010 16:05
mple Town
mple Shire
CD2
Brand assets
r Homeowner,
Tick
boxes
Tick boxes should be used to highlight key
information such as product benefits. If space
is limited, standard bullet points may be used.
Options to use when printing in colour.
njoy up to 25% introductory Options to use when printing in black and white (e.g.
Your benefits in summar
press adverts).
scountCopy
onshould
your
home
insurance
be sentence case with the tick boxes
2
3
1
and up to £500,000 buildings cov
re always trying
to give
a greatand
deal,
weofthink
this one’s
aligned
with you
the baseline
capand
height
the text.
The to
tickChurchill
should betoday
positioned
in the
box.
d to beat. Switch
andcentrally
we’ll give
you
25% off as a
cial introductory discount.
t’s 25% off your contents insurance, buildings insurance or both.
US up to 30% no claims discount
ou haven’t made a claim on your home insurance recently, you’ll
Home
Insurance
get a no claims discount
of up to 30% when you join. The more
secutive claim-free years you have on your home insurance, the more
A B Sample
laims discountMr1 Sample
you’ll
Street get – up to a maximum of 30%. And if you
Sample Town
Sample Shire
claim free, you’ll
AB1 CD2 enjoy up to 30% no claims discount when you
ew, too.
1
Baseline
2
Call or buy online
Dear Homeowner,
llenge Churchill
– you
could be paying less on your
Enjoy now
up to 25%
introductory
on your home insurance
me insurancediscount
0800 123 4567
churchill.com
FREE today on 0800 404 8835 or visit churchill.com
ook forward to
from
you.
PLUShearing
up to 30% no claims
discount
s sincerely
renew, too.
home insurance
✓Cap
Upheight
to 15% off online
Call or buy online
0800 123 4567
churchill.com
Yours sincerely
mes Cooper
James Cooper
Home Insurance Marketing
Manager
me Insurance Marketing
Manager
3
You can also get an extra 15% off when you apply online.
ore than one of the above discounts applies these will be deducted
secutively from your individual premium.
27
02/08/2010 16:05
Brand assets
Lozenges & Johnson boxes
Johnson boxes are used to house key information
such as product benefits or saving messages, while
lozenges serve to highlight the lead call to action
message or contact details.
1
Johnson box containing product benefits in black
text against a 20% cyan tint background. The box
extends from the keyline on the right hand side and
aligns with the top of the text to its left.
All boxes have a preferred and minimum corner
radius of 3mm, although for Yellow Pages ads this
can be reduced. For formats larger than A3, the
corner radius should be set at A3 and then scaled up
proportionately.
2
Call to action lozenge containing white text against
a 100% cyan background. The box extends from the
keyline on the right hand side and aligns with the
Johnson box above.
3
On communications with no Johnson box, the call
to action lozenge should extend from the keyline
running along the bottom of the communication.
Lozenges and Johnson boxes should always extend
from the keyline with text ranged left and positioned
centrally within each box. This is demonstrated in the
following examples:
Home
Insurance
Home
Insurance
Mr A B Sample
1 Sample Street
Sample Town
Sample Shire
AB1 CD2
Dear Homeowner,
Mr A B Sample
1 Sample Street
Sample Town
Sample Shire
AB1 CD2
1
renew, too.
home insurance
Yours sincerely
Dear Homeowner,
Enjoy up to 25% introductory discount on your
home insurance
We’re always trying to give you a great deal, and we think this one’s hard to beat.
Switch to Churchill today and we’ll give you 25% off as a special introductory discount.
If you haven’t made a claim on your home insurance recently, you’ll also get a no claims
discount of up to 30% when you join. The more consecutive claim-free years you have on
your home insurance, the more no claims discount you’ll get – up to a maximum of 30%.
And if you stay claim free, you’ll enjoy up to 30% no claims discount when you renew, too.
Challenge Churchill now – you could be paying less onyour home insurance
Call FREE today on 0800 404 8835 or visit churchill.com We look forward to hearing from you.
Call or buy online
0800 123 4567
Yours sincerely
2
James Cooper
churchill.com
PS. You can also get an extra 15% off when you apply online. If more than one of the above discounts
applies these will be deducted consecutively from your individual premium.
James Cooper
3
Call or buy online
0800 123 4567
churchill.com
Promo code here XXXXXXXXXXX
28
02/08/2010 16:05
A5 Inserts
1
Where full-bleed imagery is used on the front face
of an insert, the Count on Churchill stamp wordmark
should always be used. If a headline needs to be
placed over the image, there must be enough
contrast behind the text in order that it is clear and
easy to read.
2
Inserts that do not include imagery on the front face
should include the standard Count on Churchill logo.
3
Inserts that use cut-out imagery should include
the standard Count on Churchill logo as long as
the exclusion zones are followed and the logo is
surrounded by the minimum area of clear space
(see page x).
4
The reverse of the insert should always include the
standard Count on Churchill logo in the bottom
right hand corner. The call to action lozenge
should sit on the keyline in the bottom left hand
corner where possible. If a Johnson box is used to
hold the insert text, this should sit on the keyline
on the right hand side.
All measurements shown below are given in
millimetres.
1
2
4
4
13
Car
Car
Insurance
Insurance
13
Home
Home
Insurance
Insurance
12
4
10
7
4
10
Relax. We guarantee
to beat your renewal quote.
Easy like Sunday mornings
Guaranteed to beat
your renewal quote
4
4
10
10
go up next year
3
55
7
55
4
7
Car
Insurance
Up to 25% off breakdown cover
We’ll like to offer you an exclusive 25% introductory discount on our top level UK breakdown cover –
Churchill homecall and rescue service. This includes taking you, or any other insured driver and your car
to anywhere in the UK. Plus, we’ll provide a hire car or hotel accommodation if needed and service to
and from your doorstep
Up to 25% online discount
UK call centres only
No extra charge for driving to your
permanent place of work
No extra charge for on-street parking
Call or buy online
0800 123 4567
churchill.com
29
02/08/2010 16:06
A4 Letterheads
The standard Count on Churchill logo should be
positioned on the keyline at the bottom right corner
of the page.
The keyline frames the letter and provides an area in
which to house the letter copy, call to action lozenge
and Johnson boxes.
The registered address should always be placed
in the bottom left hand corner and be 6pt with
8pt leading.
The category name should always be written on
two lines next to the category icon. If the letter is a
multi-category communication with more than one
icon, then category names should not be used.
15
All measurements shown below are given in
millimetres.
21
65
4
12
4
20
Home
Insurance
Mr A B Sample
1 Sample Street
Sample Town
Sample Shire
AB1 CD2
renew, too.
Challenge Churchill now – you could
be paying less on yourhome insurance
4
10
4
4
Dear Homeowner,
Call or buy online
0800 123 4567
churchill.com
Yours sincerely
James Cooper
Award logo
10
5
Registered
details
55
9
30
02/08/2010 16:06
A4 Letterheads
On letters with no Johnson boxes, the call to action
lozenge should be positioned at the bottom of the
page with the left hand edge aligned with the letter
text above.
The award logo must appear on all communications.
It has a minimum size of 20mm x 33mm and can
appear in a number of positions as shown below.
All measurements shown below are given
in millimetres.
20mm 15mm
(min)
Home
Insurance
15mm
33mm
(min)
Mr A Sample
Sample Add
Sample St
Sample Town
ABC1 DE2
Dear Mr Sample
Thank you for choosing Churchill for your car insurance. By now you should have received your new policy documents so please
take a minute to make sure all the details are correct, before tucking them away. If you have any questions our Customer
Services team are here to help you on 0845 603 3550.
We’re delighted you chose to insure your car with us, but did you know you could also make a saving on your home insurance
too? In fact, now is a great time to switch.
Home
Insurance
Home
Insurance
Enjoy 50% off our home insurance
Call or go online for a quote today and you’ll get a 25% introductory discount plus a no claims discount on top. It’s simple, the
more claim-free years you have, the more you’ll save. In fact if you have five consecutive claim-free years, you could be entitled
to a 50% discount in total. (Your 50% discount includes a 25% introductory discount for new customers. Discounts increase
Mr A B Sample
with the number of claim-free years, up to a maximum of five years.)
Mr A B Sample
1 Sample Street
Sample Town
Sample Shire
AB1 CD2
1 Sample Street
Of course you already know Churchill for your car insurance, but you can also enjoy a wide range of benefits on your home
Sample Town
insurance too. In fact, Your Money Magazine awarded Churchill ‘Best Home & Contents Insurance Provider 2008’. Here’s what
Sample Shire
you can expect when you switch:
AB1 CD2
Up to £500,000 cover for your buildings
Up to £50,000 cover for your contents
New for old cover on contents replacement (except bicycles, clothing and linens)
24-hour helpline
Dear Homeowner,
We’re always trying to give you a great deal, and we think this one’s hard to beat.
To take advantage
this great offer
call Churchill
for an extra discount of 15% when
and up toof£500,000
buildings
cover now on 0800 032 7206, or visit churchill.com
Switch to Churchill today and we’ll give you 25% off as a special introductory discount.
you buy online (all discounts will be deducted consecutively from your individual premium).
Up to 25% introductory discount
renew, too.
We look forward to hearing from you soon.
Up to 30% no claims discount
Yours sincerely
If you haven’t made a claim on your home insurance recently, you’ll also get a no claims
discount of up to 30% when you join. The more consecutive claim-free years you have on
your home insurance, the more no claims discount you’ll get – up to a maximum of 30%.
And if you stay claim free, you’ll enjoy up to 30% no claims discount when you renew, too.
Up to 15% off online
Award-winning cover
James Cooper
RBSICH223 0309
Enjoy up to 25% introductory discount on your
home insurance
It’s easy to switch to Churchill
Even if your home insurance is with your mortgage company or bank, or you’re half way through an existing policy, you can still
switch. We’ll
even paycover
you upoftoup
£25
cover the cost of moving from your existing insurer, should you incur any charges.
Automatic
toto£50,000
home insurance
Dear Homeowner,
All calls are answered in UK call centres only
Challenge Churchill now – you could be paying less onyour home insurance
P.S. As a valued car insurance customer you’ll receive an exclusive
10% customer discount off your home insurance too.
Call FREE today on 0800 404 8835 or visit churchill.com We look forward to hearing from you.
Call or buy online
0800 123 4567
Yours sincerely
churchill.com
Churchill Court, Westmoreland Road, Bromley, Kent BR1 1DP.
James Cooper
FOLD
Yours sincerely
PS. You can also get an extra 15% off when you apply online. If more than one of the above discounts
applies these will be deducted consecutively from your individual premium.
Home
Insurance
James Cooper
We’re ready to save you money when you are
MOISTEN, FOLD AND SEAL
Mr A Sample
Sample Add
Sample St
Sample town
ABC1 DE2
At Churchill, we want to give you the best money-saving offers we can, at the time
that’s right for you. All you have to do is let us know when your policy is up for renewal.
Simply complete this card by ticking the relevant month and return it to us so we can
contact you nearer the time. That way, you’ll get details of our offers exactly when
you need them. And we won’t bother you when you don’t.
JAN
FEB
Home
APR
Call or buy online
MAY
JUN
JUL
AUG
SEPT
OCT
NOV
DEC
0800 123 4567
churchill.com
Car
Breakdown
Travel
Promo code here XXXXXXXXXXX
Pet
MAR
Motorbike
And if you’d like us to contact you in future by email, please provide your address below:
31
FOLD
RBSICH223
02/08/2010 16:06
Envelopes
The keyline frames the envelope and provides an are
in which to house the headline and offer flash.
All measurements shown below are given
in millimetres.
Where costs restrict, the envelope keyline may form
a loop instead of bleeding to the left hand side.
However, this should only be used only as a
secondary option.
DL envelope
7
30
7
30
Home
Insurance
Home
Insurance
1 SAMPLE STREET
MR A TOWN
B SAMPLE
SAMPLE
4
4
25%
off
25%
MR A B SAMPLE
off
1 SAMPLE STREET
SAMPLESHIRE
TOWN
AB1SAMPLE
CD2
SAMPLESHIRE
AB1 CD2
49
4
home customers
home customers
49
4
10
4 10
your and
home
insurance
toMove
Churchill
enjoy
a 25%
to
Churchill
and
enjoy
introductory discount a 25%
4
C5 envelope
10
8
10
8
10
27
27
10
4
4
Home
Insurance
Home
Insurance
MR A B SAMPLE
MR A B STREET
SAMPLE
1 SAMPLE
1 SAMPLE STREET
SAMPLE TOWN
SAMPLE TOWN
SAMPLESHIRE
SAMPLESHIRE
AB1 CD2
AB1 CD2
4
4
10
10
Move
Moveyour
yourhome
homeinsurance
insurance
totoChurchill
Churchilland
andenjoy
enjoy aa 25%
introductory
introductorydiscount
discount
49
49
77
32
02/08/2010 16:06
Multi-category adverts
Multi-category adverts follow the same guidelines as
other printed materials. They include multiple category
icons, which must appear in order of the hierarchy
(specified on page 25) without category names.
Count on
Churchill for
your insurance
needs
Home
Car
Travel
Pet
Van
Motorcycle
0800 XXX XXXX
0800 XXX XXXX
0800 XXX XXXX
0800 XXX XXXX
0800 XXX XXXX
0800 XXX XXXX
Call us at our award-winning UK call centres
or visit us online at
churchill.com
33
02/08/2010 16:07
Yellow pages
Yellow pages adverts follow the same guidelines
as other printed materials.
Home Insurance
The keyline should be filled with 100% cyan with
a transparent Call to action lozenge. However, due to
space limitations the category name should be
on one line. The standard Count on Churchill logo
should always be used.
Home insurance
UK call centres o
Call Churchill on 0800 404
Looking to
save on home
insurance?
aaaaaachurchill
Home Insurance
Van
Motorbike
Travel
Breakdown
Home 0800 404 8597
Car
0800 404 8311
Pet
0800 032 4945
0800 032 4945
0800 032 4945
0800 123 4567
0800 404 8021
Call Churchill
hill on
o
0800 032
2 6932
churchill.com
churchill.com
rchill.co
rchill.com
on 404
home
Call Churchill on 0800
8597
Home 0800 404 8597
Car
0800 404 8311
Pet
0800 032 4945
Van
Motorbike
Travel
Breakdown
wn
insurance?
0800 032 4945
0800 032 4945
0800 123 4567
0800 404 8021
Call Churchill on
0800 032 6932
Cheaper
home
insurance?
aaaaaachurchill
Looking
Home insurance
with
to save
UK call centres
only?
Home Insurance
aaaaaachurchill
aaaaaachurchill
Home Insurance
Home Insurance
Call Churchill on
0800 404 8597
L
s
i
C
0
churchill.com
churchill.com
churchill.com
om
34
02/08/2010 16:08
Legal and compliance
Useful tips
Guidelines
Always ensure you have sign off by the Brand
Team, Underwriting and Commercial before
submitting to Compliance.
We are authorised and regulated by the Financial
Services Authority (FSA) and there are rules we must
comply with to ensure our ads are clear, fair and not
misleading.
Always ask yourself whether all claims can
be substantiated.
All ads must be approved by Compliance.
Submissions must be forwarded to the Compliance
mailbox [email protected]
If a creative is completely new, please engage
Compliance early on.
Univers condensed typeface is used for legal copy
If making an amend to an existing creative, quote
previous Compliance submission number, who
approved it and detail or highlight changes.
For position of legals, guidance should be taken
from Compliance
If you require urgent approval, call your
stakeholders to see if you can talk through it
face to face.
Legals should always be left aligned (range left)
Legals should always be positioned at the bottom
of the piece (unless Compliance state otherwise)
If responding to feedback on a Compliance
submission, reference who provided the feedback
in the subject section of email.
Substantiating claims
Any claim such as “great cover”, “excellent service”
or “good value”, needs to be substantiated by
research findings or customer data.
TV ads need to be approved by the Clearcast as
well as Compliance.
Radio ads need to be approved by the RACC.
35
02/08/2010 16:08
Glossary of terms, style & grammar
Assure, ensure, insure
An essential element in the presentation of the
Churchill brand is consistency of spelling, punctuation
and grammar. The following are general points to
follow:
Ensure is usually correct – you ensure something
is right
You assure another person of something. You insure
your life for £40,000
Abbreviations
Latin abbreviations should not be separated by
punctuation:
Dashes
Dashes are often used to break up sentences
– especially in web writing. Use full stops where
possible to keep the rhythm upbeat
ie. or eg. not i.e. or e.g.
Other abbreviations should never use full stops ie.
EU, UK, PLC not E.U., U.K., P.L.C.
If using dashes, use an ‘en dash’ (alt -) rather
than a hyphen
Addresses
Limited and Registered are always shown in full
Dates
There are no commas between the street number
and the street name, or before the postcode
Dates should be written as 23rd January 2004
Do not abbreviate days or months. Use ‘1970s’
rather than ‘70s’
When ranged left, there are no commas at the end
of each line of the address
For this April or last April, say “in April of this year”
or “in April 2006”
When using a colon, it should never be followed by
a dash, ie. Contact: Motor insurance, telephone
0800 XXX XXXX
Don’t use “last year”, it’s “in 2006”
Font and format
Apostrophe
Avoid excessive use of italics and underlining, as
they can make text difficult to read
To form the possessive of a word that ends in
‘s’, add an apostrophe: eg. “Woolworths’ annual
results”. But use an additional ’s’ when you would
pronounce an extra ‘s’: eg. “James’s account”
Body text should be ranged left
Never leave one word sitting in a line on its own
at the end of a paragraph unless it is a long word,
of more than say 10 letters
Don’t confuse plurals and possessives: “Ringo
Starr is buying four countries”, not country’s’. It is
children’s not childrens’ (children is already plural
so there is no such word as childrens’)
Never leave hyphens or split words at the end
of a line
‘It’s’ is the contraction of ‘it is’. ‘Its’ is the
possessive form of ‘it’
Headlines, stand-firsts, pull quotes
and captions
These all take sentence case
36
02/08/2010 16:08
Glossary of terms, style and grammar
Hyphens
Plurals
These are often placed incorrectly. Consider the
difference between “high school-age students”
(ie. school kids who get high) and “highschool-age
students”. Similarly, “anti-child abuse programmes”
and “anti-child-abuse programmes”. It’s preferable
to rewrite so as to avoid excessive use of hyphens
Treat bands and sports teams as plural, as in
“Boyzone are great” and “Manchester United are
not very good”.
All other organisations, such as companies,
charities, political parties and governments,
are singular
Adjectival phrases are usually hyphenated, as in
“up-to-date plan”, but note that “the plan is up to
date” is correct
Points of the compass
These are not capped but are hyphenated, as in
‘south-west England’. Therefore it is ‘east London’
and ‘northern England’, but capped ‘West
Midlands’ and ‘East Timor’ (as these are accepted
place names/countries that you can find in
the dictionary)
Do not use in compound verbs, eg. “to back up
a tape”
But “he made a back-up” is correct
Numerals in text
Numbers one to nine are expressed in words,
and 10 and above in numerals ie. eight branches,
11 managers
Postcodes
No commas between town and postcode: eg.
‘London SW17’
Be consistent in a list of numbers, ie. pages 7, 9,
10, 12 not pages seven, nine, 10, 12
Prefixes
Numbers and spelling should only be mixed in
very large numbers eg. 8.6 million, not 8,600,000
No hyphen should be used in most cases, especially
where the word is commonly used, as in ‘rewrite’,
‘reposition’, ‘regurgitate’
Use commas when writing about thousands etc,
as in 3,000
Be wary of saying between “between £5 and
£7 million” – does this mean between a fiver and
£7 million, or between £5 million and £7 million?
But use a hyphen if the word is unusual – as in
‘re-market’: if the word you’re adding the prefix to
starts with an ‘e’, as in ‘reentering’, ‘re-examine’:
or if the emphasis is on repetition, as in ‘re-form’
(as opposed to ‘reform’)
Never start a sentence with a numeral – either
spell the number or re-write the sentence to place
it elsewhere. Exceptions to this are Radio 1, BBC1,
Channel 4, 5°C or 5°F (as in temperature), £5, 5ft
10ins, 30kg, £5 4mb.
Over-: use a similar ruling: without a hyphen in
common cases such as ‘overuse’ and ‘overboard’,
but with a hyphen if not so common,
eg. ‘over-familiar’
Use numerals for anything difficult to spell, ie.
4 16/17 not four and sixteen seventeenths, 3.1415
not three point one four one five
Program/Programme
Use ‘thirty-something’ rather than ‘30something’
Computers have programs; TV channels
have programmes
More than 1,000, not over 1,000
Fewer than 1,000, not less than 1,000
£5 million, but £5bn
37
02/08/2010 16:08
Glossary of terms, style and grammar
Telephone numbers
020 8993 9999. 01273 645936 (don’t split, as in
645 936)
Don’t use brackets or hyphens, as in 020-89939999 or (020) 8993 9999
International numbers take the format
+44 (0)20 8993 9999, +34 922 753618
Times
There is no such thing as 12 noon, 12pm or
12 midnight
Use ‘noon’ and ‘midnight’, but not ‘midday’
Other times are written as 4pm, 3am, 3.30pm
Don’t use the 24-hour clock
Weights and measures
Anne Bancroft is 5ft 4in tall, not Anne Bancroft is
5ft 4ins in height, 5’ 4” or 5” 4’
Abbreviate as in 21km, 14ft, 19ins but 20 metres
and 30 miles (we do not use ‘m’ as this can cause
confusion)
10p not 10 pence. £3 not £3.00, £3.50 not £3.50p,
£3 million not £3,000,000
38
02/08/2010 16:08

Churchill Brand Guidelines

Transcription

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