The BRGStyle GuideCopyright 2017

About Our Style GuideA look and feel guide to using all the tools - our logo, typography, colour palette, imagery and tone of voice It’s all about making sure the way we express ourselves is always correct, consistent and recognisable as us.

Our ValuesConnection We feel safe and supported, free to be vulnerable knowing that we act ‘All for one, and one for all’.

Fit We understand peak performance is physical and mental. We ‘walk our talk’.

Growth Learning is a daily ritual. We are curious, interested and take risks, then analyse, teach and share what we’ve discovered. ‘Our grasp is always beyond our reach’.

Give We are generous with our time, our skills, knowledge and our funds. ‘If we are not touching a life, we are not touching life’.

Notice We notice and celebrate contribution. We also hold ourselves to account honestly and are prepared to ask the hard questions. ‘We give a shit’.

About UsThe Big Red Group is a holding company and management entity for RedBalloon, Redii.com, Wrapped, The Huddle & AIgency. These entities share resources, platforms and audiences with the goal of creating incredible value for business owners. What we sell inspires leadership, great workplaces and commercial outcomes for our clients and investors. What we create is transparent and transportable.

The strategy of The Big Red Group is to provide a range of services to business owners. Each of the businesses will provide b2b services, and will leverage the authority of Naomi Simson as a business leader, increasingly to global reach.

Our logo exists in three lockups - vertical, horizontal and stacked.

We don’t favour one lockup over the other. The best logo to use depends on which lockup is most appropriate for the format.

Our logo can only be used in three colour format: 1) Red and Blue (Brand colours) 2) Mono brand (Logo in white on our brand blue background) 3) Mono colour (Logo in white over a dark photo image)

When using any of the logos over an image, make sure it is clearly legible and easy to read.

01 Logo

Lockup 01 - Horizonal format is our masterbrand logo.

Lockup 02 - Vertical format

Lockup 03 - Stacked format

Variations

Mono brand The logo in white on our primary blue colour. Should be used over light images.

01 Logo

Variations

The mono colour The logo in white with transparent background can be used over photo images ONLY if it’s clearly visible.

01 Logo

Give it a little space.

Our logo shouldn’t be crowded by other graphic or typographic elements.

Clear space on all sides for both the vertical, horizontal and stacked logo.

Minimum clear space.

01 Logo

Not too small please.

We need the logo to be legible in all mediums. Here are some rules and the minimum sizes for all of our master brand logos - vertical, horizontal and stack versions.

Minimum sizes.

45px

45px

75px35mm

25px

25px

And not like this.

Our logo should never be stretched, tilted, used in other colours besides our brand colours or over imagery that makes it hard to see or read.

01 Logo

Dont stretch Don’t substitute colours other than the original

Dont use dropshadows Don’t tilt

Dont use outline Don’t obscure with imagery

� Here are some examples of incorrect use of the Big Red Group logo.

The headliner.

Our primary brand typeface is Sailec. It’s a bold, round and approachable sans serif. It comes in a variety of weights and works well in both lowet and uppercase.

This is the typeface for all headlines, subheading, introductory text, quotes, and small captions.

Sailec bold is the clear choice for headlines, subheading and pull quotes, whilel regular or light weights can be used for intro and body text.

Use this font in lower and uppercase most of the time.

Examples of correct font use:

Typography. Our primary brand typeface is Sailec.

TYPOGRAPHY Our primary brand typeface is Sailec.

Hero copy: Sailec bold Subcopy: Sailec Regular

Hero copy: Sailec bold, upper case Subcopy: Sailec Light

� Primary typeface

Sailec Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-=+

Sailec Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-=+

Sailec Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-=+

Sailec Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-=+

02 Typography

Going digital.

Roboto is our webfont. All of the same rules apply when using this font on our website.

This typeface is used for text that appears OFF images: headlines, subheading, introductory text, quotes, and small captions.

Use bold for headlines, subheadings and pullquotes, and regular or light weights for intro text.

Never use Roboto for any other material, it’s exclusively for our website and eDM content copy.

� Web and eDM font

Roboto Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-=+

02 Typography

Roboto Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-=+

Roboto Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-=+

Roboto Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&*()-=+

A more sophisticated palette.

This set of colours have been created to reflect a more grown up and elevated feeling across the brand, and to compliment the desaturated tones in our imagery.

We’ve defined colours as Primary and Secondary, with a subtle base colour to be used online.

03 Colour

� Secondary colours

� Base colour - Web only

� Primary colours

CMYKRGBHEXPMS

100 78 48 540 38 61#00263D2965 C

CMYKRGBHEXPMS

0 87 80 0255 67 56#FF4338Warm Red C

CMYKRGBHEXPMS

3 64 199 0238 119 0#EE7700716 C

CMYKRGBHEXPMS

5 7 35 0243 228 178#F3E4B27499 C

CMYKRGBHEXPMS

4 27 83 0245 189 71#F5BD47142 C

CMYKRGBHEXPMS

54 0 14 099 208 223#63D0DF3105 C

CMYKRGBHEX

0 0 00 2248 248 249#F8F8F9

Let’s get real.

Overall, we want BRG imagery to feel, real, human, inspiring, emotive, aspirational and Australian. To elevate the brand image, photo image needs to be sophisticated, clean & modern. They can’t be contrived, posed, fake or too commercial.

ColourationUse images that has similar tones to our brand colours.

04 Imagery

� Here are some examples of imagery that has our brand colour tones.

Inspire us.

Energy We want to capture genuine energy, candid expresssions and real reactions. We should be able to see real joy and excitement in the faces of our people - a life enriched.

04 Imagery

� Here are some examples of imagery that reflects the Big Red Group aesthetic.

What do you stand for?

Iconography can be used to help withdigital navigation and product distinction.When creating icons it’s important followa few simple rules.

1. Ensure all icons comprise flat, solid lines, in one set width.

2. Icons should be built out of the simplest shapes possible. Minimal detail will help with scaling.

3. If possible icons should only appear in either solid white (when used on imagery or coloured backgrounds) or in brand colour blue and red.

4. For added consistency when using multiple icons a polygon device can be used to house the icons.

05 Icons

Growth & Demand Business PartnersCreative ServicesTech PeopleFinance & Analysis

� Here are some examples of icons. Contact our Creative Services team for a copy of our icon suite.