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corporate

design
manual
Compiled December 2007

big, clever digital marketing
brandbasics : overview
The bigmouthmedia brand identity goes further than just logos, colours or typefaces. The term ‘brand’ covers our unique
mouthy personality and should encompass all areas of communication. Our identity is the most prolific visual representa-
tion of our reputation and must be kept consistent across all our communications in order to be recognised, remembered
and rewarded with trust by all those that come into contact with it.

These guidelines are a brief overview of how to use the bigmouthmedia logo in a variety of applications.
The bigmouthmedia logo can be downloaded in various file formats at www.bigmouthmedia.com/media.

To ensure that our bigmouthmedia brand is never compromised all visual assets including email signatures, images and
templates need to be approved by the UK marketing department before publication. If you are still unclear as to how
the bigmouthmedia brand should be used please email marketing@bigmouthmedia.com and we will endeavour to
answer your queries as simply and quickly as possible.

The bigmouthmedia colour palette
Although the selection of colours representing bigmouthmedia appear to be simple, we should by no means
take them for granted. Below is an illustration of the 2 colours used on almost all bigmouthmedia material, and their
respective breakdowns.

Pantone 186 4-Colour Process On - screen Web Safe
C 0 R 243 Hex # F3000D
M 100 G 0
Y 90 B 13
bigmouth red K 4

Process Black 4-Colour Process On - screen Web Safe
C 0 R 0 Hex # 000000
M 0 G 0
Y 0 B 0
bigmouth black K 100

The use of bigmouthmedia colour pallete
The bigmouthmedia red should only be used where maximum impact is required particularly when used adjacent to the
bigmouthmedia logo. The red should rarely be used to colour headlines or body copy when they appear on the same
surface as the logo or words bigmouthmedia - as this will reduce the impact of the red mouth. However it is permisable
to use the red in solid blocks of colour or to emphasise areas within images where appropriate. There is no restriction on
the use of the black.

Important : Users of these guidelines should be aware that colours can look dramatically different when applied to a
variety of substrates. Materials printed with the bigmouthmedia red should match PMS186 as it looks when printed on
a coated paper stock. PMS186 ink printed on uncoated paper or other substrates may not be an exact match when
compared side by side therefore a small amount of colour variation is acceptable, however an attempt should be made to
match PMS186 wherever possible.
brandbasics : logo
The bigmouthmedia logo should wherever possible be reproduced in full colour (CMYK). However in
situations where a CMYK process is unavailable there is a Pantone version and an RGB version available for
download at www.bigmouthmedia.com/media.

Logo CMYK breakdown

100% Black(K) 100% Magenta 90% Yellow 4% Black(K) 100% Black(K)

100% Black(K) big, clever digital marketing

Logo Pantone breakdown
Duotone of Process Black
and PMS186

Process Black PMS 186 Process Black

Process Black big, clever digital marketing
brandbasics : typeface
Arial is the preferred font for all printed documents and screen based media produced inhouse.

abcdefghijklmnopqrstuvwxyz Arial Regular
ABCDEFGHIJKLMNOPQRSTVWXYZ Primary Typeface : Arial Regular is the primary body
copy typeface used across all bigmouthmedia inhouse
1234567890 produced printed and screen media.

abcdefghijklmnopqrstuvwxyz Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary Typeface : Arial Bold is the primary body copy
typeface for titles and single words that require extra
1234567890 emphasis within body copy.

abcdefghijklmnopqrstuvwxyz Arial Italic
ABCDEFGHIJKLMNOPQRSTVWXYZ Supporting Typeface : Arial Italic can be used for body
copy emphasis.
1234567890

abcdefghijklmnopqrstuvwxyz Arial Bold Italic
ABCDEFGHIJKLMNOPQRSTVWXYZ Supporting Typeface : Arial Bold Italic can be used for
titles and single words that require extra emphasis
1234567890 within body copy or when reversed out of a colour.

Documents : 9pt Arial with 12pt line spacing is the preferred typeface for all internally produced documents including
those produced for clients. An upper case B should only used at the start of a sentence when writing bigmouthmedia - a
lower case b should be used in all other cases. When writing documents the mouth in bigmouthmedia should always be
written in red.

Email : 10pt Arial is the preferred typeface for all emails.
Web : 11pt Arial is the preferred typeface for webpages.
brandbasics : typeface
Myriad is the preferred font for printed media produced through bigmouthmedia marketing.

abcdefghijklmnopqrstuvwxyz Myriad Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary Typeface : Myriad Light is the primary body copy
typeface used across all bigmouthmedia printed material.
1234567890 9pt type on 12pt leading is recommended for general use.

abcdefghijklmnopqrstuvwxyz Myriad Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary Typeface : Myriad Regular is the primary body copy
typeface for emphasis in areas of Myriad Light copy content
1234567890 and should be used when writing bigmouthmedia.

abcdefghijklmnopqrstuvwxyz Myriad Semibold
ABCDEFGHIJKLMNOPQRSTUVWXYZ Supporting Typeface : Myriad Semibold can be used for
even greater body copy emphasis in areas of Myriad Light
1234567890 copy content or for paragraph/section headings.

abcdefghijklmnopqrstuvwxyz Myriad Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ Secondary Typeface : Myriad bold can be used for page
titles and single lines of promotional copy that require extra
1234567890 standout, especially when reversed out of a colour.

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Light Italic
1234567890

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Regular Italic
1234567890

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Semibold Italic
1234567890

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ Myriad Bold Italic
1234567890
brandbasics : use of brand name
In situations where the word bigmouthmedia needs to be used for display headings Myriad Bold should be used
with the word mouth coloured red as shown. Please note that an upper case b is never used.

bigmouthmedia

bigmouthmedia
Reversing the word out of bigmouthmedia red is the only occasion when the word mouth prints white

bigmouthmedia
Example of reversing the word bigmouthmedia out of black

bigmouthmedia
Do not reverse the word bigmouthmedia out of a colour other than the black or red
brandbasics : sub brands
The bigmouthmedia logo is available with sub brand straplines. The default strapline is big, clever digital marketing -
however feel free to use any of the following alternatives where appropriate.

big, clever digital marketing

big, clever search marketing

big, clever online media planning

big, clever email marketing

big, clever PPC management

big, clever SEO

big, clever affiliate marketing
brandbasics : logo misuse
Do not
reproduce the logo in a single colour.
When using the logo in newspaper press
print the logo with a spot colour red for
the word mouth and the bigmouthmedia big, clever digital marketing
teeth symbol

Do not
surround the logo in a small box just
because the background is a colour

big,clever digital marketing

Do not
reverse the logo out of a dark background

big,clever digital marketing

Do not
Alter the position and scale of
the logo elements

clever digital marketing

Do not
Position the logo too near the edge of a
page or hard up against other page elements.
big,clever digital marketing
brandbasics : using the logo
Do
Y
ensure that there is a minimum clear zone Y
around the logo as shown.
X
Y=X big,clever digital marketing
No page element should overlap the outer edge Y
Y

Do
ensure that the logo is reproduced no less 35mm minimum

than 35mm wide for print and 210 pixels
wide for screen - measured from left edge of
big,clever digital marketing
the b to right edge of mouth illustration
print : letterhead
Align left text margin with bigmouthmedia logo Align right text margin with address line

Exerci tation ullamcorper
Suscipit lobortis nisl ut aliquipex ea com
Consequat duis autem vel eum iriure
Address set in 9pt Myriad Light
dolor in hendrerit in vulputate
with 12pt line space
ABC 1234

30 November 2007 Date
Ensure Address/date remains above
the top 1/3 of letterhead

Lorem ipsum dolor sit amet

Consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim
ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum
iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et
iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam
erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo
consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat.

Vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit Body copy set in 9pt Myriad Light
augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod with 12pt line space
mazim placerat facer possim assum.

Duis autem vel eum iriure dolor

Feugiat nulla facilisis.

7.22pt Myriad except where indicated

Myriad
7pt Myriad
bold

Head office: 51 Timber Bush, Edinburgh EH6 6QH t 0845 130 0022 f 0131 553 6800 hello@bigmouthmedia.com www.bigmouthmedia.com
B I G C L E V E R D I G I TA L MA R K E T I N G I N U K • USA • GERMANY • ITALY • FRANCE • NORWAY • SWEDEN • KOREA
Registered company number SC177425 5pt Myriad

The back
of the lette
bigmouth rhead pr
media re ints
d
6.86pt Myriad Condensed 6.86pt Myriad Condensed
print : compliment slip
Front

7.22pt Myriad except where indicated

7pt Myriad Myriad
bold
Head office: 51 Timber Bush, Edinburgh EH6 6QH t 0845 130 0022 f 0131 553 6800 hello@bigmouthmedia.com www.bigmouthmedia.com
B I G C L E V E R D I G I TA L MA R K E T I N G I N U K • USA • GERMANY • ITALY • FRANCE • NORWAY • SWEDEN • KOREA
Registered company number SC177425 5pt Myriad

6.86pt Myriad Condensed 6.86pt Myriad Condensed

Back

The back of the compliments slip
prints bigmouthmedia red
print : businesscard
Front

Ensure correct bite mark cutter guide is used

Back

Bigmouthmedia red

John Smith Name set in 10pt Myriad Bold

Job title/description Job title set in 9pt Myriad regular

51 Timberbush, Edinburgh EH6 6QH, UK
Contact info set in 8.5pt Myriad regular
T: +44 (0)131 000 0000
Direct Dial: +44 (0)131 000 0000 Direct dial phone set in 8.5pt Myriad Bold

M: +44 (0)7984 000 000
E: john.smith@bigmouthmedia.com Contact info set in 8.5pt Myriad regular
wwww.bigmouthmedia.com

Edinburgh Hamburg London Manchester Milan Munich Locations set in 8.5pt Myriad regular
New York Oslo Paris Seoul Stockholm Trondheim Dubai
brandcharts
Charts and graphs should be clean and easy to read. Unnecessary graphical embellishments e.g. colour
graduations, decorative icons and borders should be avoided. Bars representing bigmouthmedia should
match bigmouthmedia red as shown in this example template.

Client/KW Set US Search Space

100

90

80
70
% of search space

60
50

40
30

20
10

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big, clever digital marketing