THE BUSINESS CONCEPT. Brand Guidelines Updated September 2024
Contents 01 06 05 04 03 02 07 08 About Logos Products - Magazines Products - Awards Publications Marketing - sending Marketing - socials Website Departmental use: - All - Marketing/Creation Opps/Sales - Sales/Production/Creative - Sales/Production/Creative - Creative/Sales/Creation Opps - Marketing/Creation Opps - Marketing/Sales - Marketing/Sales/Creation Opps
4 Tone of voice Innovation in Business began with a vision to create a platform that supports creativity, excellence, and innovation in the business world. Tone: This is a B2B publication. The tone can be adapted depending on the clients’ brand voice – still formal, but flexible. Innovation is key here as this brand celebrates adaptability and flexibility as the corporate landscape continues to change. Audience • Legal Services • Finance • Travel & Tourism • Logistics Services • Tours & Sightseeing • Marketing & Sales • Accomodation • Automotive • Financial Consultants • Passenger Transport Our Story The digital world is currently the most prominent place where you need to have a presence in order to guarantee success, especially on a global level. The importance of having a digital presence was also one of the key things that the pandemic taught businesses after they were shaken from the aftermath of the copious number of lockdowns. The Business Concept is designed to deliver the latest insights and features of businesses that have favoured the digital space and have thrived in the cut-throat industry. The Business Concept covers all aspects of the business world and breaks down each part to analyse what businesses of all different sizes, from each part of the world need to encompass to reach new heights of success. CPD membership AI Global Media and all its publications are proud members of CPD, an independent accreditation centre working across all sectors and disciplines. Established in 1996, CPD have extensive experience and history working with training providers, professional bodies, academic institutions and corporate organisations. Enabling them to support organisations seeking authoritative accreditation for their CPD activities. All CPD submissions are assessed and accredited against the universally accepted structured checklist which The CPD Service has developed over the past 20 years. The process takes an impartial and objective overview of structure and value to ensure full conformity to CPD guidelines. 01 About • Business • Industrial Business • UK Manufacturing Industry • Business to Business • Aviation • CNC Machining UK • Commerce Keywords
6 Reverse logo Main logo THE BUSINESS CONCEPT. Watermark Futura-Bold Colour palette For use on darker colour backgrounds Scale of logo is dependent on use. 02 Brand Logos For use on lighter colour backgrounds For use on: • Favicons • Flipping Book • loading page • Publication back page • Social media pages • Email - BIMI • Products Fonts used in logo Future plan: The main logo is being trademarked for this brand Alternate logo For use when neither of the above are appropriate. THE BUSINESS CONCEPT. THE BUSINESS CONCEPT. C M Y K R G B HEX 68% 58% 56% 64% 55 55 54 Dark Grey: #373736 Teal: #3DB8B1 Dark Blue: #1A3B70 61 184 177 26 59 112 59% 0% 37% 0% 100% 81% 29% 14% Mid Blue: #2C6EB5 44 110 181 84% 52% 0% 0% TBC Gradient C M Y K R G B HEX THE BUSINESS CONCEPT.
8 Marketing - sending THE BUSINESS CONCEPT. AVIATION & AEROSPACE AWARDS 2025 03 BIMI icons Brand Indicators for Message Identification and is an email specification that enables the display of brand logos within supporting email clients to encourage the widespread deployment of DMARC protection. BIMI, is a specification allowing for the display of brand logos next to authenticated e-mails. We have a logo set up per brand and are in the process of verifying with Google. Email sends All brand logos need to either follow section 02 with regards to Magazine programme sends - this applies to ATBCs. Use of the Award logo with the year included are to be used per the specific folder. NOTE: with the introduction of Canva and other software please make sure the logos remain unedited to support brand consistency. Newsletters Banners - special editions Example above to be included in the Newsletters when Magazine supplements are sending with and issue, created on Canva/Photoshop. Dimensions: 950 x 350px Colour format: RGB Do not • Use drop shadow Do • Add padding from the edges of the imagery Sent monthly (dependent on brand) - the Newsletters promote certain articles, current Awards and the relevant Magazine issue alongside the Editor’s letter. Newsletter inclusions are to use the same imagery as the article or a similar client provided option. Inbox display: Logo use for email banners Padding should be equal to the edges of images where possible - minimum of 20px (0.5cm) border Images need to have enough white space for the logo and be relevant to the campaign name as above, further guidance in Brand Audience section 01. Please use the Adobe Stock filter Images with Copy Space this allows an area for an Awards logo. If using Canva chose an image with a good amount of space for the logo you wish to use.
01 The Marketing Team should be actively policing on any misuse on their respective brands, when seeing anything that they would deem unacceptable as a social media post, they can advise clients accordingly - to support brand consistency. Future plan: We do advise how to use our main logos in the Marketing Toolkit and under a list of improper use and send the main logo with Announcement email. These include but are not limited to: • Unofficial cover mock ups • Any assets where the client has attempted to make our brand logo • Colours changed in our main brand logo to fit with their company post Requirements: Imagery keeping with the Award theme or as detailed in section 01 Include hashtags, tags and URLs (where applicable) Marketing - socials 04 Facebook Posts and timeline photos: 1200 x 630px Cover photos: 851 x 315px Stories: 1080 x 1920px Profile image: 170 x 170px Linkedin Blog post link images: 1200 x 627px Page cover image: 1128 x 191px Profile image: 400 x 400px Twitter Posts photos: 1200 x 675px Banner photos: 1500 x 1500px Profile image: 400 x 400px Good client example Bad client example For the client We know their graphic isn’t 100% what we would like but this is perfectly acceptable to interact/promote on social media Advice to client Advise to use logo from the Campaign or Magazine programme or Send the client the correct logo for the Award Campaign or Magazine programme Padding should be equal from the edges of images - minimum 20px border Make sure the logo is not cropped in any way, use of logo as section 02 or 03 Use 2 fonts maximum and where possible those listed in 02 and 05 General Minimum logo size 455 x 200px (120 x 53mm) • Correct Logo has been used. • Colours match and relate well to the brand Why? • This isn’t a bad client example except the incorrect TBC logo has been used. Why?
21 05 Website - logo variants & fonts Main Award Page Colour palette Libre Franklin- Semi Bold Lexend Deca- Bold Website fonts Campaign name is just text and everything is exported in one layer (image included) Provided in normal and (if applicable) reverse versions, not to be edited. File formats: AI and PNG Colour format: RGB Watermark and Brand Asset section 02 Font used: Futura Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 C M Y K R G B HEX 68% 58% 56% 64% 55 55 54 Dark Grey: #373736 Teal: #3DB8B1 Dark Blue: #1A3B70 61 184 177 26 59 112 59% 0% 37% 0% 100% 81% 29% 14% Mid Blue: #2C6EB5 44 110 181 84% 52% 0% 0% TBC Gradient C M Y K R G B HEX
41 Awards Main logo Logo Special Edition logos 06 Publication Size on cover - logo version use (section 02) Minimum width 415px (110mm) Maximum width 530px (140mm) THE BUSINESS CONCEPT. Images Need to be of high quality in general, as we produce both online and print version of the publications. With the advancement of AI assisted artwork, if any images recieved look: • Poorly photoshopped • Fake/superimposed • Scanned from a print The Designer or point of contact will advise accordingly that we cannot use images provided. Similarly, if the image is deemed too low quality for use within the magazine the Designer does advise the client accordingly. Main Cover images: Potential clients need to be advised that a high resolution image is a requirement of booking a cover, prior to purchasing. • Images provided can be edited in-house to fit the cover as needed, keeping the likeness of the original person(s) image provided. Logo use for email banners Use either of the logo options as page opposite - maximum size of the logo no more that 1/4 of the header image. Padding should be equal to the edges of images where possible - minimum of 20px (0.5cm) border Image needs to be business looking and relatable to the Brand Audience (section 01) Year-Round Award logos have a logo specific to that Programme, they are hosted on the Awards page using The Business Concept Watermark as shown in section 02 Publications are all set sizes: 297 x 210mm (A4 size) All The Business Concept publications use CPD Member logo and renewed annually through the Creative Team Magazines Example cover Headline font: Futura- Bold Blurb font: Libre Franklin- Regular Subscribe pages www.thebusinessconcept.com Logo version use (section 02) Subscriber pages are standardised across each brand unless requested otherwise. These are changed each full year or if a rebrand/ redesign occurs. Layouts within the Publications Watermark (section 2) Font used: Futura- Bold Example cover Headline font: Futura- Bold Blurb font: Libre Franklin- Regular THE BUSINESS CONCEPT. AVIATION & AEROSPACE AWARDS 2025
61 Glass/Brass plaque Uses main TBC logo and personalised using client info. Option to add client logo in place of company name Brass plaque limitations: not able to print white Uses the main TBC logo and personalised using client info. Option to add client logo in place of company name Personalised using client info. Uses all white TBC logo Limitations: only able to print white Winners badge Winners banner Certificate Personalised using client info. Uses main TBC logo Limitations: not able to print white details Personalised using client info. Uses the main TBC logo Limitations: client must have white logo 07 Products - Magazines Banner style logo: scalable and personalised with client details Use: email signatures, letter headers and footers, on press releases, website advert Due to available space on the winners banners font sizes may be reduced by a maximum of 2pts to make additional room, they shouldn’t be increased. Uses the the Main TBC logo (as in section 02) Personalised badge style logo: round, scalable and personalised with client details Use: social media, printed leaflets, websites, business cards, email signatures Due to available space on the winners badges font sizes may be reduced by a maximum of 2pts to make additional room however they shouldn’t be increased. All Production Items Ensure no singular words in Award Titles and Company Names are sat on their own, in instances where one word is on it’s own line either reduce the font size by 2pts, if this does not work move extra words down to the next line. When creating production items make sure any text is not sat too close to the edges. Try and keep the spacing consistent so elements are not too close together. File formats provided to client as standard: • PNG • PDF File formats we can provide to clients, if requested: • EPS Colour formats provided: • RGB • CMYK • Font size alterations on Company Name and Award Title NOTE: only reduce font sizes in instances where a client has a long company name or multiple/ longer award titles. • Removal or moving of the word ‘Winner!’ either to create logo/award title space, keeping it aligned with other elements Specs. Reasonable client changes File formats provided to client as standard: • PNG • PDF Colour formats provided: • RGB • CMYK Specs. All mock-ups sent to clients must be overlaid with ‘EXAMPLE’ watermarked Requests Layout proofs for all items provided as standard in PDF format Proofing Do not change font styles or colours Do offer alternative logo badge /banner or certificate design Trophy Slate Alternate cert.
81 08 Products - Awards File formats provided to client as standard: • PNG • PDF File formats we can provide to clients, if requested: • EPS Colour formats provided: • RGB • CMYK • Font size alterationson Company Name and Award Title NOTE: only reduce font sizes in instances where a client has a long company name or multiple/ longer award titles. • Removal or moving of the word ‘Winner!’ either to create logo/award title space, keeping it aligned with other elements Reasonable client changes Uses the main TBC Logo (as in section 02) Personalised badge style logo: round, scalable and personalised with client details Use: social media, printed leaflets, websites, business cards, email signatures Due to available space on the winners badges font sizes may be reduced by a maximum of 2pts to make additional room however they shouldn’t be increased. Banner style logo: scalable and personalised with client details Use: email signatures, letter headers and footers, on press releases, website advert Due to available space on the winners banners font sizes may be reduced by a maximum of 2pts to make additional room, they shouldn’t be increased. Uses the production only logo and personalised using client info. Option to add client logo in place of company name Brass plaque limitations: not able to print white Uses the production only logo and personalised using client info. Option to add client logo in place of company name Personalised using client info. Uses slate only campaign logo Limitations: only able to print white Personalised using client info. Uses the production only logo Limitations: not able to print white details File formats provided to client as standard: • PNG • PDF Colour formats provided: • RGB • CMYK Specs. All mock-ups sent to clients must be overlaid with ‘EXAMPLE’ watermarked Requests Personalised using client info. Uses the white production only logo Limitations: client must have white logo Layout proofs for all items provided as standard in PDF format Proofing Do not change font styles or colours Do offer alternative logo badge /banner or certificate design All Production Items Ensure no singular words in Award Titles and Company Names are sat on their own, In instances where one word is on it’s own line either reduce the font size by 2pts, if this does not work move extra words down to the next line. When creating production items make sure any text is not sat too close to the edges. Try and keep the spacing consistent so elements are not too close together. Glass/Brass plaque Winners badge Specs. Trophy Slate Winners banner Certificate Alternate cert.
02 THE BUSINESS CONCEPT.
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