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BRAND GUIDELINES LAST UPDATED APRIL 2015
BRAND GUIDELINESLAST UPDATED APRIL 2015
INTRODUCTION
Wardgroup is the trading name of T Ward & Son Ltd, established
in Barrow in Furness in 1872.
The company is made up of five departments providing quality
building services and products to domestic, commercial
and industrial customers across South Cumbria and North
Lancashire.
The five departments are:
DECORATING CENTRESupplying decorating and interior design products and accessories to trade and retail customers.
PAGE CONTENT
1 Introduction & Contents
2 The main company logo (primary and reversed)
3 Sub department logos
4 Colours, font types and typography
5 Use over images
6 Example stationery and business cards
7 Example adverts
8 Example clothing
9 Straplines, tone of voice and keywords
10 Other elements of design (icons)
Prior to 2015 the departments had a confused and inconsistent
brand with departments using many different logos and company
names including:
Wardgroup | Ward Group | Ward Glass | T Ward & Sons | Wards
The branding also had no consistent colour scheme or company
strapline, so marketing the company became confusing to
potential customers who may have felt that Wards, (as they are
commonly known) or Wardgroup is one smaller company and T
Ward & Sons and Ward Glass are separate competing companies.
With this brand guidelines document, we have created a
consistent company brand identity for Wardgroup and the
four departments bearing the Wardgroup name, (based out
of the Barrow in Furness head office). We have also created a
logo for Furness Glass, (based in Kendal), which encompasses
the Wardgroup branding, bringing it in line with the company
positioning and ethos.
CONTENTS
GLASS & GLAZINGProviding windows, doors, verandas, conservatory roofing solutions and mirrors to commercial, industrial and domestic clients.
PAINTING & DECORATINGProviding decorating services to commercial, industrial and domestic customers including wallpapering, painting and other decorating services.
PLUMBING & HEATINGBoiler and central heating supply and installation, bathroom installations, underfloor heating and plumbing services for industrial, commercial and domestic customers.
FURNESS GLASSLocated in Kendal, Furness Glass provide glass & glazing services and are the only department who do not use the Wardgroup name within their branding.
If you have any questions regarding these brand guidelines or
require any of the elements within the document please contact
the Wardgroup Marketing Manager, colin.garnett@wardgroup.
co.uk or the Managing Director, [email protected],
01229 811222.
MAIN COMPANY LOGO
WHY WE CHOSE THE WARDGROUP LOGO
The new Wardgroup logo was designed to integrate with
fundamental aspects of the current company branding, to ensure
that the company did not have to oversee the expensive task of
re-branding vehicle and building livery. The new logo retained
the Times New Roman font and a green colour for the main
name, however the green colour has now been produced with a
unique RGB, CMYK and Pantone reference enabling the colour
to remain consistent when used within Wardgroup branding. The
name itself has also become consistent and will be used always
as one word, Wardgroup. The name, font and colour have a
trademark application pending to ensure that the company name
and services are not duplicated by rival companies.
Underneath the main Wardgroup logo we have chosen to use the
strapline - E S T A B L I S H E D 1 8 7 2 - which we feel highlights
our strong tradition and gives a feeling of prestige and guarantee
of quality in the branding of the company. The strapline uses a
double letter spacing Calibri font, which provides the company
logo with a more modern look to compliment the traditional feel
of the Times New Roman main font.
Primary Logo
Reversed Logo
SUB DEPARTMENT LOGOS
Wardgroup is made up of five sub departments offering building
and decorating services or products within the South Cumbria
region. We felt that each department should have its own logo to
use on marketing and branding to identify them and their services
to potential customers. The sub department logos are:
C87 M4 Y100 K24R2 G137 B62#02893e
ABCDEFGHIJKLMNOPQ RSTUVWXYZ ,./;’[]{}!@£$%^&*()123456789
COLOURS, FONT TYPES AND TYPOGRAPHY
MAIN LOGO
Times New Roman - always used in Title format (capitalised first
letter of the word and then lower case).
STRAPLINE
Calibri – always used with double line spacing and in capital
letters.
LOGO TEXT POSITIONING
The main logo and strapline are positioned centrally and the
strapline should never be wider than the main company name.
LINES
The lines on the strapline should be equal both sides and be
position centrally to the vertical alignment of the strapline font.
USAGE
Wardgroup can provide the logo as jpeg, eps, png or pdf files,
contact [email protected] or
TIMES NEW ROMAN
Times New Roman is used for the main logo and can be used for
main headings and titles and sub headings and titles.
ABCDEFGHIJKLMNOPQRST UVWXYZ ,./;’[{}!@£$%^& *()123456789
CALIBRI
Calibri is used for the logo straplines with double letter spacing
and in capitals and can also be used for main headings and titles,
sub heading s and titles and body text.
Olicana Smooth
ALTERNATIVE FONTS
Times New Roman and Calibri must be used for all stationery,
documentation, emails and advertising where possible, however,
these can be supplemented with alternative fonts such as:
COLOURS
Below is the breakdown for the Wardgroup green. MINION PRO REGULAR
BODY TEXT
General text to be used on external stationery, emails, documents
and invoices should use Calibri as the body text font.
USE OVER IMAGES
The logo can be used over images in the green or white version and
it is acceptable for the white version to include no background,
a solid green background or a transparent percentage of the
company green colour. At all times the company logo must be
eligible, therefore the boxed logo is the preferred choice over busy
images where the logo needs to stand out.
Main Logo on lighter background images White logo on darker background images
White logo on green box on busy background images White logo on transparent green box on busy background images where image content is important to see
STATIONERY & BUSINESS CARDS
Ian Noble Managing DirectorJames Freel CloseFurness Business ParkBarrow in Furness Cumbria LA14 2NWTel. 01229 811222 Fax. 01229 [email protected]/wardgroupfurnesstwitter.com/wardgroup1
EXAMPLE ADVERTS
Brand: Fine DecorName: TartanPrice: £20
Brand: Fine DecorName: Slate WallPrice: £12
INSPIRATIONAL WALLPAPER IDEAS in store
SPEND £50 ON WALLPAPERin our Decorating Centre and get a free tub of Wallpaper Paste, (shown).Offer valid on submission of this advert until 31st May 2015, while stocks last.
FREE
SPECIAL OFFER
Brand: HoldenName: SongbirdPrice: £12
Brand: MurivaName: Pencil EndPrice: £11
Brand: Fine DecorName: Cambridge Red CheckPrice: £12
01229 811222www.wardgroup.co.ukLike us at wardgroupfurnessFollow us at @wardgroup1
Brand: MurivaName: LuggagePrice: £21
DECORATING CENTRE
GLASS & GLAZING
PAINTING & DECORATING
PLUMBING & HEATING
Brand: HoldenName: FiorellaPrice: £25
Brand: MurivaName: Teracotta ArmyPrice: £21
James Freel Close, Barrow-in-Furness, LA14 2NW
Love your home with
DECORATING CENTRE
GLASS & GLAZING
PAINTING & DECORATING
PLUMBING& HEATING
01229 811222www.wardgroup.co.uk
Like us at wardgroupfurness Follow us at @wardgroup1
Proud sponsors of theCommunity Focused Business Award
Warming Homes Since 187201229 811222www.wardgroup.co.uk
Like us at wardgroupfurnessJames Freel Close, Barrow, LA14 2NW
Quality & Style Guaranteed
01229 811222www.wardgroup.co.uk
Like us at wardgroupfurnessJames Freel Close, Barrow, LA14 2NW
EXAMPLE CLOTHING
BRAND VALUES AND LANGUAGE
Established in 1872, Wardgroup has a long history trading in the
Barrow in Furness and South Cumbria region, a fact that makes
the company stand out against competitors and the companies
main strength when marketing themselves.
Established 1872
History Traditional Trustworthy Name you can trust Guarantee that is worth something Reputation Respectable Customer Confidence Reliability Dependable Customer care Safe Comfortable Building relationships Honest Ethical Loyalty
Accreditations & Qualifications
Professional Knowledgeable Staff Accredited Qualified Satisfaction Quality
Largest Independent Decorating Centre
Community focused Local Independent Great value across the store The professional’s choice Products you can trust Knowledgeable staff Advice Guidance Wide range Interior design Honest approach Best fit solutions Customer care
Relationships
Glass & Glazing
Keeping the Furness weather at bay since 1872 Quality workmanship Quality products Guarantees mean something Reputable Customer confidence Reliable Dependable Trustworthy Honest Customer care Capable Bespoke to client needs Accredited
Committed workforce
Go the extra mile Attention to detail
Painting & Decorating
Professional Attention to detail Quality Respectable Polite Honest Customer care Guaranteed Finish Provision of specifications
Plumbing & Heating
Keeping Furness homes warm since 1872 Professional Knowledgeable Qualified Accredited Attention to detail Quality Reputable Customer care Satisfaction Prompt service Punctual Friendly
In this section we look at the brand values and language that
should be used to promote the company to create the right
perception for customers, position the company correctly against
competitors and offer customers an insight into the company
values so they can make an informed decision to use the products
and services available at Wardgroup.
OTHER ELEMENTS OF DESIGN
£3.66for 330g
25% OFFDulux
Retail Colour Mixing
SPECIAL OFFER
To compliment the company branding we have developed a
range of icons and elements that can be used on adverts and
publications.
Each department has an icon representing their services, so
the Decorating Centre uses a heart within a home, the Glass &
Glazing department uses four squares depicting a window shape,
the Painting & Decorating department uses a paint brush and
the Plumbing & Heating department uses a crossed spanner and
hammer. These are not required within departmental advertising,
but can be used to represent the various departments.
The tag and circle graphics are used to promote product prices
and special offers. To retain the perception of a quality company,
we do not use primary colours within our marketing publications.
Brand Guidelines by
WWW.CREATIVEESSENCE.CO.UK
© T Ward & Son LtdJames Freel Close, Furness Business ParkBarrow in Furness, Cumbria LA14 2NW
Tel: 01229 811222www.wardgroup.co.uk
www.facebook.co.uk/wardgroupfurness
For information on the brand guidelines, copies of the guidelines or any of the marketing assets please contact:
Ian Noble (Managing Director) [email protected] Colin Garnett (Marketing Manager) [email protected]
Wardgroup is a trading name of T Ward & Son Ltd registered in England & Wales, company no. 222877
