EXPRESSING THE BRAND

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How to express the Brand.

CORPORATE IDENTITY GUIDELINES

CONTENTS

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INTRODUCTION 02 03 04 05 06 ABOUT THE SOCIETY CREATING THE NEW BRAND THE COMPONENTS OF THE BRAND PYRAMID EXPRESSING THE BRAND BRINGING THE THINKING TO LIFE

EXPRESSING THE BRAND 07 09 10 11 12 13 14 15 16 17 18 19 23 24 25 THE PRIMARY LOGO THE SECONDARY LOGO COLOUR PALETTE THE LOGO COLOURS THE LOGO SIZE EXCLUSION ZONES TYPOGRAPHY TYPESTYLES PHOTOGRAPHY THE COPY USE OF OTHER BCS VISUAL IDENTITIES EXAMPLES COATS OF ARMS WORKING WITH THIRD PARTIES AND PARTNER BRANDS THE KITEMARK

CONTACTS 26 BRAND MANAGEMENT

Copyright The British Computer Society 2001

INTRODUCTION

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ABOUT THE SOCIETY

Formed in 1957, The British Computer Society is the leading professional institute for IT professionals. It is a Chartered Engineering Institution and has an international membership of professional practitioners, students, graduates and afliates. It sets standards for competence and good practice in the eld of information systems and accredits individuals and organisations against those standards. The BCS operates under a Royal Charter granted in 1984 and provides an extensive range of services to members and to the wider community. It is actively involved with government, academia, and industry and with other bodies in the elds of information systems and engineering, both in the UK and internationally. With a strong membership, member and non-member activities, numerous products and services and combined activity with third party groups and partners, the Society needs to have a consistent, recognisable voice and distinctive, relevant visual personality in all its communications.

INTRODUCTION

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CREATING THE NEW BRAND

BACKGROUND In a short space of time the IT industry has seen massive and rapid change. In the face of yet more radical transformation in the future, the Society realises it needs a more relevant and contemporary brand image. The result the new brand will enable the Society to pursue its work more effectively and to a more far-reaching audience. CONSTRUCTING THE BRAND A brand is not merely a logo. It is based on certain values and characteristics and must behave in ways that reinforce them. To live a brand it must be supported by a genuine commitment from the entire organisation. It then becomes the external expression of an organisations internal culture and values. If everyone within an organisation does not behave in a way thats consistent with the brand values, the brand itself will lack credibility. The starting point for the Societys new brand was research across a broad spectrum of members and IT professionals. This identied the need to move the Society from the traditional to the contemporary without losing its heritage or reducing its stature. It also identied the need to formulate a cohesive brand proposition. Both of these were required to work across all media and for all individuals. Research also found a real commitment within the Society to deliver cultural and practical change. A brand must also be interactive, offering those who come into contact with it a relevant benet. This is usually expressed in the form of a brand proposition or brand promise. The reformulated and unifying promise for the Society may be represented as the top of a brand pyramid, with values, attributes and behaviour acting as support.

INTRODUCTION

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THE COMPONENTS OF THE BRAND PYRAMID

THE BRAND PROMISE HOW OTHERS WILL BENEFIT The Society enables individuals, organisations and society as a whole to realise the potential and maximise the benets from Information Systems. BRAND VALUES WHAT CHARACTERISES THE SOCIETY

Enabling Authoritative Progressive Relevant Ethical Responsive

BRAND ATTRIBUTES THE WAY VALUES ARE DELIVERED

Informative Inclusive Proactive Expert Understandable Respected

BRAND BEHAVIOUR HOW THE SOCIETY ACTS AT ALL TIMES

Effective Decisive Leadership Aware Opinion Responsive

Which leads logically to how the Society is perceived. How others see the Society, and how its members see it. An instant check mechanism is whether the perception matches the promise? BRAND PERCEPTION HOW OTHERS SHOULD SEE THE SOCIETY The Society wishes to be recognised as delivering practical service and value to the IS community. The Society intends to be a body that every IS professional, irrespective of career stage, is keen to be associated with and participate in.

INTRODUCTION

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EXPRESSING THE BRAND

The practical purpose of this document is to introduce the Societys new brand to everyone who produces communications, and to provide rules for its correct and consistent implementation. These rules are not intended to restrict expression. On the contrary, by providing a framework within which to design and write, they should give greater freedom to concentrate on the content of the work. However, one simple rule should always be kept in mind. Each individual piece of work must build awareness of, and reinforce the components of the brand: Promise, Values, Attributes and Behaviour. Constantly compare all work against these guidelines and check that it does.

INTRODUCTION

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BRINGING THE THINKING TO LIFE

THE ISSUES In bringing a brands visual representation the logo form to life, certain issues must be kept in mind. These are that it:

objectively reects the research learning represents the BCS as contemporary, authoritative but accessible is t for purpose and all its elements work in all situations and in all media is appropriate in terms of the Societys vision and mission

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THE PRIMARY LOGO

THE KEY The primary logo is based around what is called the key marque. It is an abstraction and modernisation of the most relevant element from the Societys Coats of Arms. Research with armorial experts identied the key within the Coats of Arms as representing the unlocking of information, learning and knowledge. In terms of the Societys brand promise it represents the key to the future. It is a most powerful symbol, totally in keeping with the brand. It also provides a visual link to the Societys heritage. Bearing in mind the need to maintain the Society's authority, the key symbol also enables the new brand to be the result of evolution rather than revolution. SUMMARY The logo has weight and stature yet is clean and contemporary. It is important to make the distinction between this and being merely fashionable. The key marque acts as a strong identier across all media in a way that the Coats of Arms do not. There is, however, still a role for the Arms which is detailed on page 23.

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THE PRIMARY LOGO

THE ELEMENTS The primary logo comprises the key marque, the initials BCS and the full Society name. The primary logo is used for external communication where the Societys name is not known and there is a need to qualify BCS. The relationship between all three elements is xed and must be used as given. For the majority of internal communications or where the name is well known the key marque and initials can be used on their own.

Two colour version of primary logo with the full Society name

Two colour version of primary logo without the full Society name

Single colour version with the full Society name

Single colour version reversed with the full Society name

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THE SECONDARY LOGO

For exibility and scope in certain applications, the key marque and BCS initials can be rearranged in portrait format. The secondary logo does not carry the option of having the full Society name. The relationship between these two elements is xed and should not be altered in any way.

Two colour version of secondary logo

Single colour version

Single colour version reversed

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COLOUR PALETTE

Colour is a major identier within the brand. The Societys new colours have been chosen because they are strong and work across all media. In keeping with the brand they are condent and contemporary. There are three core colours in the BCS colour palette, two primary and one secondary. The primary colours are Black and Blue. The secondary colour is Light Olive which is used to add background texture, contemporary freshness and depth.
Primary Colour Black (100% black; PMS BLACK; WEB#000000)

Primary Colour Blue (100%C 8.5%M; PMS 2995; WEB#0099CC)

Secondary Colour Light Olive (11.5%C 8.5%K; PMS 5807; WEB#CCCC99)

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THE LOGO COLOURS

For the majority of colour applications, the primary and secondary BCS logo should appear in two colours. COLOURED BACKGROUNDS The two colour logo can appear on any colour background or photographic image as long as this does not impede legibility. If legibility is an issue the single colour (100% black) or single colour reversed (white) logos should be substituted. See examples shown.

# # #

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THE LOGO SIZE

PRIMARY LOGO The primary logo with the full Society name should not be reproduced smaller than 30mm wide.
30mm

The primary logo without the full Society name should not be reproduced smaller than 15mm wide. SECONDARY LOGO The secondary logo, portrait format should not be reproduced smaller than 7mm wide.

15mm

Minimum size reproduction of primary logo

7mm

Minimum size reproduction of secondary logo

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EXCLUSION ZONES

PRIMARY LOGO The minimum clear space around the logo is determined by the height of the key marque (K). SECONDARY LOGO The minimum clear space around the logo is determined by half the height of the key marque (1/2 K).
K

Primary logo exclusion zones

1/2 K

Secondary logo exclusion zone

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TYPOGRAPHY

The choice of typefaces to complement the contemporary logo has been made to reect the overall desire for clarity. The identity comprises two core sans serif fonts Bell Gothic and Helvetica Neue. In addition, the serif font ITC Garamond Book will be used for publications where legibility of large volumes of text is of primary concern. Where these fonts cannot be utilised Helvetica (standard system font for Apple Machintosh) or Arial Regular (standard system font for PC) can be substitutes for Bell Gothic and Helvetica Neue. Times (standard system font for Apple Machintosh and PC) can be substituted for ITC Garamond Book. For font information on the branch and third party descriptors, see page 18.

BELL GOTHIC Two weights are used within this family: Gothic (regular) and Gothic Black (bold). HELVETICA NEUE Only one weight should be used within this family: 45 Light. GARAMOND Only one weight should be used within this family: Book.

abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?() ABCDEFGHIJKLMNOPQRSTUVWXYZ

Bell Gothic (regular)

abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?() ABCDEFGHIJKLMNOPQRSTUVWXYZ

Bell Gothic Black (bold)

abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?() ABCDEFGHIJKLMNOPQRSTUVWXYZ

Helvetica Neue 45 Light

abcdefghijklmnopqrstuvwxyz 1234567890.,:;!?() ABCDEFGHIJKLMNOPQRSTUVWXYZ

ITC Garamond Book

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TYPESTYLES

The purpose of the layout and styling of type is to create a sense of space, light and clarity. This can be achieved through the sensitive use of typography combined with the restrained use of colour and images.

BELL GOTHIC/BLACK Recommended for use in all headline, subhead and standrst copy. When used in bodycopy, subheads should be set in upper case. HELVETICA NEUE 45 LIGHT / ITALIC Recommended for bodycopy. Italicised version to be used to add emphasis. ITC GARAMOND BOOK / ITALIC Recommended for bodycopy. Italicised version to be used to add emphasis. Below is an example of how a column of text could look.

Headlines: Bell Gothic Black (upper case) 10pt /13pt leading/tracking 10 2mm paragraph space after

BCS UNVEILS WINNERS OF ITS 2000 IT AWARDS

Following the recent announcement of the seven medallists, the British Computer Society last night unveiled the nal three equal winners of its Annual IT Awards. The Award medals were presented by HRH The Duke of Kent, Patron of the Society.

Bodycopy: Helvetica Neue 45 Light 9pt /13pt leading 2mm paragraph space after

Subheads: Bell Gothic (upper case) 10pt /13pt leading/tracking 10 2mm paragraph space before and after

THE THREE WINNING PROJECTS WERE:

The Digital Audio Broadcast System from RadioScape Ltd is a software based system for the transmission of digital radio, requiring only an industry standard PC, running Windows NT. This signicantly reduces the cost of digital radio transmissions to broadcasters. The software dened radio technology will also drive down the cost of digital receivers, making digital radios more affordable to the UK public.

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PHOTOGRAPHY

With the vast range of photography already available for use by the Society and its associates, the way in which imagery can best be used to promote the brand is by creating a set of pictorial rules. These will create a look which, over time and with consistent application, will become synonymous with the BCS. ART DIRECTION Begin with careful picture selection and attentive art direction with regards to cropping and graphic treatment. The image should be capable of reproduction at the required size without over-enlargement or distortion of the original. Images can be customised by removing the four colour element and creating a duotone with the core colours reinforcing the new identity. Scale and contrast can be achieved with small, detailed four colour inserts. These should be used sparingly for impact rather than in a blanket fashion.

Four colour image

Duotone image (100%K and PMS 5807/ 11.5%C; 8.5%K)

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THE COPY

Copy is the voice of the brand. Bear in mind, at all times, the values and behaviour which underpins it. Write as you would talk to a colleague on behalf of the Society. HEADLINES Should be simple, clear and short. TEXT The British Computer Society has an impeccable pedigree. The Societys products and services have unquestioned credibility. On the whole the copy is for an informed audience. There is no need to try too hard to win friends for the Society. Its authority comes through its standing and expertise, its awareness of issues, its knowledge of developments, its passion for change and its commitment to high levels of service. Communicate these as succinctly as possible. Do not over explain, over qualify or over complicate. Keep the pace up. Jargon should be kept to the absolute minimum. The audience see enough of it in their working lives. Any obscure or new terminology should always be followed, if possible, by a simple explanation and an illustration of its practical use. Copy shouldnt be too formal, particularly to members. Use were rather than we are. Its more accessible and helps the pace. TO AID READABILITY

Sentences are ideally 15 words maximum On an A4 page, do not exceed 9 paragraphs Paragraphs are 10 lines maximum Avoid overstyling (for example: underscoring text)

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USE OF OTHER BCS VISUAL IDENTITIES

To avoid the proliferation of diverse materials which may collectively undermine the strength of the new BCS brand, with certain very limited exceptions. There will be no room for individual BCS visual identities. Material related to branches, specialist groups and HQ activities will be described in Bell Gothic (upper case) which is positioned above the primary logo and starts ranged left with the logo and extends to the right. The descriptor cap-height should be one third the total height of the key marque. It is positioned on a baseline half the depth of the exclusion zone outlined on page 13. Occurrences when the descriptor in exceptionally long, it can be stacked on this baseline. The size and position of all elements is xed. Examples of how the elements should be positioned are shown below.

1/ 3

DESCRIPTION GOES HERE GOES HERE

exclusion zone
1/ 3

1/2

cap-height

KINGSTON-UPON-THAMES AND CROYDON BRANCH

PRIMARY HEALTH CARE SPECIALIST GROUP

IT AWARDS 2001

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EXAMPLES

The examples illustrated here and on the following pages are to demonstrate the strength, scope and exibility of the new identity when applied to a range of diverse media and environments.

COLIN THOMPSON
DEPUTY CHIEF EXECUTIVE THE BRITISH COMPUTER SOCIETY 1 SANFORD STREET SWINDON SN1 1HJ TEL +44 (0)1793 417417 FAX +44 (0)1793 480270 Email: [email protected] Website: www.bcs.org.uk

WITH COMPLIMENTS
THE BRITISH COMPUTER SOCIETY 1 SANFORD STREET, SWINDON SN1 1HJ TEL + 44 (0) 1793 417417 FAX + 44 (0) 1793 480270 Email: [email protected] Website: www.bcs.org.uk
THE CHARTERED ENGINEERING INSTITUTION FOR INFORMATION SYSTEMS ENGINEERING PATRON: HRH THE DUKE OF KENT KG GCMG GCVO AC THE BCS IS A REGISTERED CHARITY: NUMBER 292786

THE BRITISH COMPUTER SOCIETY 1 SANFORD STREET, SWINDON SN1 1HJ TEL + 44 (0) 1793 417417 FAX + 44 (0) 1793 480270 Email: [email protected] Website: www.bcs.org.uk
THE CHARTERED ENGINEERING INSTITUTION FOR INFORMATION SYSTEMS ENGINEERING PATRON: HRH THE DUKE OF KENT KG GCMG GCVO AC THE BCS IS A REGISTERED CHARITY: NUMBER 292786

Stationery

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EXAMPLES

THE 2000 IT AWARDS

WINNERS
The winners of the British Computer Society IT Awards for 2000 are: Arjuna Bluestone Arjuna Lab Distributed Systems Research Group, Newcastle University The Digital Audio Broadcast System RadioScape Ltd TESSA Text and Sign Support Assistant Post Ofce School of Information Systems, University of East Anglia Televirtual Limited
FOR FURTHER INFORMATION CONTACT Michelle de Lange Text 100 Ltd [email protected] Tel 0208 996 4111 Katie King Text 100 Ltd [email protected] Tel 0208 996 4117 Anna Duckworth British Computer Society [email protected] Tel 01793 417433

MEDALLISTS
On 3 October the IT Awards Investigating Panel selected seven projects as medallists. These are: CASMIR Collaborative Agent-based Systems for Multi-user Information Retrieval CASMIR Ltd Prophet Speed-trap.com Ltd The Digital Audio Broadcast System RadioScape Ltd Arjuna Bluestone Arjuna Lab Distributed Systems Research Group, Newcastle University Marbles Credit Card Application Intelligent Environments TESSA Text and Sign Support Assistant Post Ofce School of Information Systems, University of East Anglia Televirtual Limited Flood Estimation Handbook CD-ROM 1999 Centre for Ecology and Hydrology, Wallingford

In 2000 over 60 nominations were received for the BCS IT Awards, and seven projects were selected as medallists. On 1st November 2000 at Le Meridien, Piccadilly, three outright winners were chosen and were presented with trophies by His Royal Highness The Duke of Kent.

THE 2000 IT AWARDS

DOES YOUR INVESTMENT IN COMPUTER-USER TRAINING MATCH YOUR INVESTMENT OF RESOURCES IN IT EQUIPMENT? HAVE YOU CONSIDERED ECDL?

ARE YOUR EMPLOYEES LICENSED TO DRIVE A PC?

24 countries are currently running the scheme with 600 accredited centres and 40,000 candidates in the Uk already. A certicate that veries practical IT competence in either a professional or personal capacity An international recognised performance benchmark expected of employees Suitable for all computer users A unique qualication, regularly updated Testing is quality assured by the BCS

EUROPEAN COMPUTER DRIVING LICENCE The International pc Skills Standard

Literature

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EXAMPLES

BCS MEMBERSHIP

The BCS is the leading professional and learned Society in the eld of computers and information systems. The British Computer Society exists to provide service and support to the IS community, including individual practitioners, employers of IS staff and the general public.
FOR FURTHER INFORMATION CONTACT Michelle de Lange Text 100 Ltd [email protected] Tel 0208 996 4111 Katie King Text 100 Ltd [email protected] Tel 0208 996 4117 Anna Duckworth British Computer Society [email protected] Tel 01793 417433

Membership Details

Literature

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EXAMPLES

THE BRITISH COMPUTER SOCIETY

NEWS WHO WE ARE WHAT WE DO BCS MEMBERSHIP CONSULTANCY REGISTER EXPERTS REGISTER SECURITY REGISTER DIARY LIBRARY PUBLICATIONS

BCS/RSI Annual Lecture

15 March 2001, IBM Hursley "For Whom the Gate Tolls?" Freeing the Scholarly and Scientic Research Literature Online Through Author/Institution Self-Archiving by Professor Stevan Harnad Intelligence/Agents/Multimedia Group Department of Electronics and Computer Science, University of Southampton
The British Computer Society and the Royal Signals Institution will be holding their sixth joint annual lecture on 15 March 2001 at IBM Hursley. As refereed research journals go on-line there are still subcsription-fee barriers to access to their papers, even though they are all donated free of charge by their authors. Southampton University has designed free eprints.org software so that all universities can immediately create interoperable Eprint archives in which their authors can self-archive all their papers for free for all. Professor Harnad will consider the impact of this "scholarly skywriting" on research productivity, impact and evaluation in the PostGutenberg Galaxy. Tickets for this lecture are free of charge. Tickets can be ordered by completing our online booking form. An opptional Supper will be available after, for which there will be a charge of 20 per head. For further details, please contact:Suzanne Peart, 01793 417517, E-mail: [email protected]

BRANCHES LOGIN SPECIALIST GROUP LOGIN

SEARCH

Website

Contents | Contact | Links | Disclaimer 01793 417417 [email protected] Revised by Carl Harris 31 January 2001 Copyright British Computer Society 2001

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COATS OF ARMS

The Coats of Arms now assume a supporting role to the brand, acting as an endorsement and reection of the Societys heritage. The Coats of Arms will not appear on all communication materials. Where appropriate, it should be small and discrete. It should always be set apart from the new logo. For example, the corporate stationery items carry the Coat of Arms at the foot of each item alongside the address details.
English colour and black and white Coat of Arms

In the same way, it can be used as a corporate sign-off on documents where it appears alongside the copyright details. The Coats of Arms should only ever appear black and white or reversed white out of a colour background when in a supporting role to the master brand. There are instances where the Coats of Arms are to be used as a primary marque and in this instance they can appear black on white or reversed out of a colour background or full colour. Instances where the Coats of Arms are to be used as a primary marque should be agreed with the BCS Marketing beforehand.
10mm

Scottish colour and black and white Coat of Arms

Coats of Arms minimum height

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WORKING WITH THIRD PARTIES AND PARTNER BRANDS

Material generated in support of, or with, third parties and partner brands needs to be handled with respect for the core BCS brand values. Anything that may detract from them is not acceptable. It should also be the objective to avoid visual clutter and to create a clear hierarchy between BCS and third party brands. Wherever possible, partner logos should be set apart and so not confused with the BCS identity. Guidelines exist from BCS Marketing on who can use the logo, how and where.

BCS/RSI ANNUAL LECTURE 15 MARCH 2001, IBM HURSLEY

FOR WHOM THE GATE TOLLS?
Freeing the Scholarly and Scientic Research Literature Online Through Author/Institution Self-Archiving by Professor Stevan Harnad Intelligence/Agents/Multimedia Group Department of Electronics and Computer Science, University of Southampton

SPONSORED BY

IS MANAGEMENT AWARDS
WINNER The Automobile Association RUNNER UP Hammondsdirect Transco

SPONSORED BY

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THE KITEMARK

The BCS will be introducing a Kitemark to denote accreditation for activities and initiatives certied by the Society. It appears in the two core colours and in a single colour version (100%K). It should never appear smaller than 20mm high. Authorisation for the use of the Kitemark must be sought in advance from BCS Marketing.

Two colour version of Kitemark

20mm

Kitemark minimum height

Single colour version of Kitemark

Single colour version of Kitemark reversed

CONTACTS

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BRAND MANAGEMENT

The appropriate and consistent application of the new BCS brand identity is the responsibility of all users, internally and externally. BCS Marketing can provide information and advice on the application of the brand identity system and are the sole brand management authority. Primary, secondary logos, and the Coats of Arms are available from the BCS website in Mac and PC Illustrator EPS format. The typefaces are also available. The BCS brand image will be the result of bringing to life the brand values, attributes and behaviour, detailed on page 4. BCS Marketing will develop a programme to achieve this. It can also advise on those activities that will support the programme. Please contact [email protected]