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 representation 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

bigmouth red
Process Black

4-Colour Process C 0 M 100 Y 90 K 4 4-Colour Process C 0 M 0 Y 0 K 100

On - screen R 243 G 0 B 13

Web Safe Hex # F3000D

bigmouth black
The use of bigmouthmedia colour pallete

On - screen R 0 G 0 B 0

Web Safe Hex # 000000

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

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brandbasics : typeface
Arial is the preferred font for all printed documents and screen based media produced inhouse.

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ 1234567890 abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTVWXYZ 1234567890

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

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

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

Arial Bold Italic
Supporting Typeface : Arial Bold Italic can be used for titles and single words that require extra emphasis 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 Regular is the ABCDEFGHIJKLMNOPQRSTUVWXYZ Primary Typeface : Myriadareas of Myriadprimary body copy typeface for emphasis in Light copy content 1234567890 and should be used when writing bigmouthmedia. abcdefghijklmnopqrstuvwxyz Myriad Semibold be used ABCDEFGHIJKLMNOPQRSTUVWXYZ Supporting Typeface : Myriad Semibold canof Myriadfor even greater body copy emphasis in areas Light 1234567890 copy content or for paragraph/section headings. abcdefghijklmnopqrstuvwxyz Myriad Bold Typeface Myriad bold can be ABCDEFGHIJKLMNOPQRSTUVWXYZ Secondarysingle lines: of promotional copyused for pageextra titles and that require 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 teeth symbol

big, clever digital marketing

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
ensure that there is a minimum clear zone around the logo as shown.
Y=X No page element should overlap the outer edge Y Y X Y

big,clever digital marketing
Y

Do
ensure that the logo is reproduced no less than 35mm wide for print and 210 pixels wide for screen - measured from left edge of the b to right edge of mouth illustration
35mm minimum

big,clever digital marketing

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 dolor in hendrerit in vulputate ABC 1234 30 November 2007

Address set in 9pt Myriad Light with 12pt line space 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 augue duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Duis autem vel eum iriure dolor

Body copy set in 9pt Myriad Light with 12pt line space

Feugiat nulla facilisis.

7.22pt Myriad except where indicated

7pt Myriad

Myriad bold
t 0845 130 0022 f 0131 553 6800 hello@bigmouthmedia.com www.bigmouthmedia.com

Head office: 51 Timber Bush, Edinburgh EH6 6QH

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 rhead pr bigmouth ints media re d

6.86pt Myriad Condensed

6.86pt Myriad Condensed

print : compliment slip
Front

7.22pt Myriad except where indicated 7pt Myriad
Head office: 51 Timber Bush, Edinburgh EH6 6QH t 0845 130 0022

Myriad bold
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 set in 9pt Myriad regular

Job title/description
51 Timberbush, Edinburgh EH6 6QH, UK T: +44 (0)131 000 0000 Direct Dial: +44 (0)131 000 0000 M: +44 (0)7984 000 000 E: john.smith@bigmouthmedia.com wwww.bigmouthmedia.com Edinburgh Hamburg London Manchester Milan Munich New York Oslo Paris Seoul Stockholm Trondheim Dubai

Contact info set in 8.5pt Myriad regular Direct dial phone set in 8.5pt Myriad Bold

Contact info set in 8.5pt Myriad regular

Locations set in 8.5pt Myriad regular

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 % of search space 70 60 50 40 30 20 10 0 Jan Feb Mar Apr Jun Jul Aug Sep

Month
Top 50 Top 10 No 1
big, clever digital marketing