BNIÆ Branding Standards

Transcription

americas • europe • africa • asia • australasia
BNIBRANDING.COM
© 2011 BNI
BNI® Branding Standards
Changing the Way the World Does Business®
Contents
BNIBRANDING.COM
Principal Elements
3
Brand Values
4
Language Style
7
Tone of Voice
8
Core Values
10
Document Formats
11
Corporate Identity
12
Correct Logo Usage
Logo Clear Space
Color Palette
Supporting Colors
Supporting Elements
BNI® Registered Taglines
Typefaces
13
14
15
16
17
19
20
Photography
21
Literature Guidance
24
Localization
27
2
Principal Elements
BNIBRANDING.COM
Principal Elements
The new BNI branding is made up of two separate key
elements: the BNI logo and the world map. The principal
elements consist of the logo, colors and typeface, which
build up the BNI brand. Where possible, these are used
in all applications linked to the brand, including web,
signage and on-screen applications. Due to size
constraints it is not always practical to use the world
map with the BNI logo.
These elements have been designed specifically for BNI
and they must always appear in the proportions shown.
Always use the official version of the logo and world map
and do not attempt to recreate the elements in any way.
3
Brand Values
BNIBRANDING.COM
Why is the BNI Branding so Important?
Branding is one of the key differentiators for any
business. The new branding developed in 2010 lifts
BNI above any other competitor in the marketplace
and reinforces the size, strength and quality of BNI.
The following points explain this in greater detail.
1) Memorability
Used consistently, the BNI brand will remain memorable
from a visual perspective, which will result in easier
brand recall. This increases the probability that people
will say “I visited a ‘BNI’ breakfast meeting” rather than
simply “I visited a ‘business’ breakfast meeting.”
2) Loyalty
Brand identity creates loyalty. This is a fact! People want
to be associated with success and brands that fit with their
aspirations. In terms of business referral organizations, BNI
is the market leader and people feel proud about being
associated with the brand. Loyalty to the BNI brand will
increase retention moving forward.
4
Brand Values
BNIBRANDING.COM
3) Reduced Long-term Marketing Spend
Because Directors have a comprehensive set of materials
that have been designed for them, they will experience a
reduced design spend. Internationally there should be a
significant decrease in spending on design over the
coming years. Simultaneously, there will be a significant
increase in the quality of materials that consistently
reinforce the benefits of membership.
4) Familiarity
Psychologists state that if non-consumers repeatedly
see a brand they begin to ‘like’ it and will even recommend it with no personal experience of the service.
Imagine if, over the course of two years, an accountant
receives five or six invites to a local BNI meeting. The
accountant may not attend but brand equity is still being
built and, providing that the brand and message
have been reinforced consistently, the accountant
may potentially still recommend people to BNI! It is a
MAJOR benefit of brand consistency that ultimately
builds trust.
5
Brand Values
BNIBRANDING.COM
5) Price Perception
There is no doubt that the new branding ‘raises the bar’
for BNI from a perception perspective. BNI, when
compared to much of the competition, now benefits
from branding that really reinforces the quality of the
organization and its position on the local and international
networking / business referral scene. This reduces the
perceived risk of buying a membership and makes the
purchase decision easier for the potential new member.
6) Protection Of The Brand
Having a uniform brand image prevents the dilution of
the message and the professional appearance that BNI
is trying to foster. Uniform use will prevent other groups
from trying to copy BNI while using an unauthorized version
of the BNI organization, its trademarks, or materials.
6
Language Style
BNIBRANDING.COM
Language Style
The BNI brand is not just about the way we look it is
about the way we communicate and speak. What
you say and how you say it makes all the difference
in creating a positive and consistent impression.
Whatever you do for BNI, it will likely involve having
to write - from an email to a fact sheet, a newsletter
or poster for an event. This section is intended to
provide guidance in writing anything for BNI to ensure
consistency across communications.
7
Tone of Voice
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Tone of Voice
For the purposes of finding a marketing tone of voice,
and to capitalize on BNI’s brand personality, it is important
to embrace a tone of voice that is lively, vibrant, positive
and businesslike!
The tone of voice should reflect the key personality traits
of BNI most relevant to your audience and the purpose
of communication. Traits to remember when creating a
tone of voice are: aspirational, exciting, positive, driven,
focused and dynamic.
8
Tone of Voice
BNIBRANDING.COM
Also Remember...
Be Confident
You want people to think ‘now there is an organization
that knows its stuff.’ So make sure you know what
you are talking about, be friendly but be professional.
Say It Like It Is
Be honest and upfront. Do not hide what you are saying
in jargon and only choose words you would use in normal
conversation. For example, do not expect non-members
to understand what a ‘chapter’ is and when speaking to
your members never refer to a chapter as a ‘club’!
Be Constructive
Use active, not passive, words and phrases to say
what you want to get across in the clearest and most
concise way.
9
Core Values
BNIBRANDING.COM
Core Values
Projecting consistent messages is key to reputation
building. BNI’s key messages come from the core values
that the organization was founded on.
BNI’s core values should appear across all communications
wherever possible - press releases, print, intranet,
internet, e-newsletters, office notice boards, etc. You
do not need to include all the core values in every
communication but every communication should
include at least one. Eventually, they should be second
nature to everyone at BNI and they should naturally be
used when talking about the organization and the work
it does on a daily basis.
BNI is built on the concept of Givers Gain®
Members build business through meaningful relationships
Training and education are at the core of the organization
Tradition + innovation = success
Members should always have a positive and
supportive attitude
The core values listed here are a large part of how
and why BNI is able to generate billions in business
for its members across the globe each year.
10
Document Formats
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Document Formats
All of the artwork developed is available in two formats:
1) Zipped artwork files. Created in an Apple Mac
Quark Xpress 8 / 7 format, collected for output including
all associated images and font files. These are the files
that should be provided to a printer.
2) A PDF of the artwork. This is provided so Directors
can easily see an example of what the literature looks
like. The PDF is high resolution and is suitable for print
(digital or litho).
Items that are not being printed (i.e., email templates
and Microsoft PowerPoint slides) are provided in the
most suitable format such as JPEG files.
Please note: Quark Xpress for Apple Macintosh is the
industry standard DTP package. Some companies
choose to use Adobe InDesign. If your agency or
printer needs to use InDesign they should recreate the
files from the formats supplied in order to be identical
to the supplied materials.
11
Corporate Identity
BNIBRANDING.COM
Using the BNI Corporate Identity
The logo is BNI’s primary identifier. It is essential the
logo is used correctly in order for the organizational
message to remain strong. It must never be redrawn
or modified. Following these guidelines will enable
proper use of the logo and avoid undermining the
impact of the brand. To ensure legibility and to allow
for ease of recognition, a minimum size is set for the
use of each element.
12
Correct Logo Usage
BNIBRANDING.COM
Brand Identity: Consistency
Positive color logo
Reversed BW logo
Use reversed logo for 41% black or greater
For consistency, the BNI corporate identity should only
be applied in a limited number of colors and techniques.
To maintain legibility, the color logo should only be
placed on a white or off-white background. When
placed over a photograph, the background should never
appear overly textured, as this will also reduce legibility
of the logo.
Brand Identity: Correct Usage
Reversed color logo
Positive BW logo
Use positive logo for 40% black or less
Examples of incorrect usage:
Whenever possible, the positive solid color logo should
be used. When it is not possible to use the positive solid
color logo, the single color reverse or positive variations
should be used. Do not place the logo on colored
backgrounds other than specified on the ‘supporting
colors’ page (16) without prior approval. The BNI logo
may also be produced as a blind emboss/deboss, or
as a white or clear foil stamp. However, approval should
be sought from your National Office for correct finish.
The BNI logo should never be disproportionally
scaled or skewed from its original intended shape
or have anything overlapping or touching the logo.
13
Logo Clear Space
w
x1
y
BNIBRANDING.COM
w
Clear Space and Exclusion Zone
The BNI logo should always be used with an adequate
amount of clear space around it to ensure clarity and
maximum impact. The exclusion zone (indicated by the
lines) is the minimum area around the BNI logo that must
remain clear of typography or any other graphic device.
The amount of clear space surrounding the logo should
not be less than that shown here.
y
x2
z
W W W. B N I . C O M
Optimum Clear Space
X1 = 100% dimensions of logo
W = 20% dimensions of logo width
Y = 20% dimensions of logo height
Min size 0.75” (19mm) Width
Web Address Positioning
Z = 40% under dimensions of logo height
X2 = 100% width of logo without ® symbol
Min size 0.75” (19mm) Width
In circumstances where the web URL is too long, removal
of the ‘www’ and closer kerning is permitted. Font size
must remain relative to this example. URLs that are too
long should be replaced with country URL or BNI.COM.
14
Color Palette
BNIBRANDING.COM
Corporate Colors (PMS - Pantone Matching System)
Spot colors for two color printing (Pantone 506 Solid Uncoated)
Pantone 506
(100%)
Pantone 506
(90%)
Pantone 506
(80%)
Pantone 506
(70%)
Pantone 506
(60%)
Pantone 506
(50%)
Pantone 506
(40%)
Pantone 506
(30%)
Pantone 506
(20%)
Pantone 506
(10%)
Pantone Blk
(60%)
Pantone Blk
(50%)
Pantone Blk
(40%)
Pantone Blk
(30%)
Pantone Blk
(20%)
Pantone Blk
(10%)
Pantone 506
(CMYK 60)
Pantone 506
(CMYK 50)
Pantone 506
(CMYK 40)
Pantone 506
(CMYK 30)
Pantone 506
(CMYK 20)
Pantone 506
(CMYK 10)
Spot colors for two color printing (Pantone Black Solid Uncoated)
Pantone Blk
(100%)
Pantone Blk (90%)
Pantone Blk
(80%)
Pantone Blk
(70%)
CMYK split colors for four color printing (CMYK)
Pantone 506
(CMYK 100)
C=
M=
Y=
K=
20
86
38
62
Pantone 506
(CMYK 90)
C=
M=
Y=
K=
18
77
34
56
Pantone 506
(CMYK 80)
C=
M=
Y=
K=
16
69
31
49
Pantone 506
(CMYK 70)
C=
M=
Y=
K=
14
60
27
44
C=
M=
Y=
K=
12
52
23
37
C=
M=
Y=
K=
10
43
19
31
C=
M=
Y=
K=
8
35
15
25
C=
M=
Y=
K=
6
26
11
18
C=
M=
Y=
K=
4
17
7
13
C=
M=
Y=
K=
2
9
4
6
15
Supporting Colors
BNIBRANDING.COM
BNI Corporate Identity Supporting Colors (For use on materials other than paper such as vinyl, canvas and metallics)
Metallic / foil gold on white
Metallic / foil silver on white
Metallic / foil 506 on white
Metallic / foil black on white
Metallic / foil gold on PMS 506
Metallic / foil gold on white
Metallic / foil silver on PMS 506
Metallic / foil gold on black
16
Supporting Elements
BNI Corporate Identity Supporting Elements
Guide for Use of Supporting Brand Elements - Continental Maps
Printed PMS 506 or CMYK and Black(50%). Text printed PMS 506
or CMYK and Black(100%).
BNIBRANDING.COM
Global Continental Maps
The position of the maps should always be used top left
in any new documentation.
17
Supporting Elements
BNIBRANDING.COM
BNI Corporate Identity Supporting Elements
Global Continental Maps
Global Maps - Variations
The position of the maps should always be used top left
in any new documentation.
18
®
BNI Taglines
BNIBRANDING.COM
BNI Registered Taglines:
Changing the Way the World Does Business - for use where the tagline has been officially registered:
Changing the Way the World Does Business - for use where the tagline has not been officially registered:
Changing the Way the World Does BusinessTM
Local Business - Global Network - for use where the tagline has been officially registered:
Local Business - Global Network®
Local Business - Global Network - for use where the tagline has not been officially registered:
Local Business - Global NetworkTM
Please note: Contact your National Office to clarify the registration status for your country.
19
Typefaces
Helvetica Neue Roman
abcdefghijklmnopqrstuvwxyz1234567890
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Helvetica Neue Bold
Helvetica Neue Light
Helvetica Neue Italic
BNIBRANDING.COM
Corporate Fonts
The main font used for BNI is the Helvetica Neue family.
This font will be used within literature, and where possible
within on-screen presentations. When Helvetica Neue is
not available to the user, the font Arial should be used as
a replacement font. General information in publications,
advertisement and promotions should appear in Helvetica
Neue and Helvetica Neue Light.
Main headings and large text should be set in Helvetica
Neue Bold. Italic versions of Helvetica Neue may be
used for emphasis within documents. The preferred
style of typesetting is ranged left, ragged right.
For Microsoft Office applications and online usage, Arial
font should always be used.
Helvetica Neue Bold Italic
20
Photography
BNIBRANDING.COM
Photography
Consistent use of quality photography is an important element of the BNI brand. The BNI image bank contains a
range of quality photos which compliment the look of the
new brand and further enhance its visual appeal.
Photography should be professionally taken and be of a
good quality to print – please consult your designated
professional printing company if you require further
information about obtaining the best quality print.
If you wish to commission new photography, please
contact BNI’s brand guardian through your National
Director. Please do not take your own photography
without consulting the brand guardian first. Once the
photography has been taken your National Director will
firstly approve it and then pass it to BNI HQ to approve.
Once approved the photography will be uploaded to
www.bnibranding.com and made available for all Directors
in your region to use. If you do not wish to share your
photography, you must advise your National Director
who will then inform BNI HQ in writing via email.
Please note: Before any photography is used, releases
must be obtained from the models, and rights to the
photographs must be assigned to BNI.
21
Photography
BNIBRANDING.COM
Many National Directors are replacing the existing stock
images with real photography. While stock images
provide an excellent starting point, they are not exclusive
to BNI and there is the potential for other organizations to
purchase the rights to use the same images. Additionally,
it can be difficult for some countries to source suitable
stock photography.
Therefore, the library of BNI images that are approved
and accessible for countries to use is a vital resource.
Your National Director can provide you with access to
the photography.
Please note: You must not use the stock photography
or library of images on any materials that are not approved
by your National Office. In addition, you face the possibility
of liability to the owner of the photography if you use the
photography to create non-BNI work.
22
Photography
BNIBRANDING.COM
In order to build a bank of quality photography the
following ideas may be implemented at a Regional or
National level:
1) A region / country runs a photography competition.
The best shots are selected for use or the winning
photographer is commissioned to do photography
for that region or country.
2) National Office chooses a suitable photographer
through a standard supplier selection process to produce
the photography.
3) National Office requests that regions select their best
photography and submit it for approval.
National Offices must require all photographers to sign
a document giving the National office ownership of the
photos and the license to use them.
Each country must submit photography to BNI HQ
for approval and agree to the fact that all approved
photos will be added to the photography bank on
www.bnibranding.com
23
Literature Guidance
BNIBRANDING.COM
Artwork Example (front):
Business Cards
Business Card 06/12/2011 13:09 Page 1
Litho Print
Front (two color): Pantone 506, Pantone Black
Reverse (single color): Pantone 506
Your Name Your Title
Your Region or Country
email: youremail@bni.com mobile: 01234 123 345
545 College Commerce Way • Upland • CA 91786 • Tel: (909) 608 7575 Fax: (909) 608 7676
Card Standard Size Dimensions
Americas
= 3.5” x 2”
Rest of World
= 85mm x 55mm
Typestyles, Layout and Editing Notes
Follow all styles on this example card (left).
Artwork Example (reverse):
Business Card 06/12/2011 13:09 Page 2
QR Code Area
(Remove if not
Where the person’s name and title, region or country
are too long for one line, place title, region or country
underneath. Equalize the white space between the
logo and the strapline.
required)
All address elements should be divided by a bullet
point of the same typesize as the text.
Local Business - Global Network ®
Bullet Point Dividers (General Rules)
Bullets on white = Black(50%)
Bullets on grey = White
Bullets on red
= White
24
Literature Guidance
Artwork Example:
BNIBRANDING.COM
Letterheads
Letterhead 06/12/2011 14:29 Page 1
Litho Print
(Two color), Pantone 506, Pantone Black
Letterhead Standard Size Dimensions
Americas
= 8.5” x 11”
Rest of World
= 210mm x 297mm
Typestyles, Layout and Editing Notes
Follow all styles on this example (left).
All address elements should be divided by a bullet
point at the same typesize as the text.
© 2011 BNI
Bullet Point Dividers (General Rules)
Bullets on white = Black(50%)
Bullets on grey = White
Bullets on red
= White
545 College Commerce Way • Upland • CA 91786 • Tel: (909) 608 7575 Fax: (909) 608 7676 Email: bni@bni.com
25
Literature Guidance
Artwork Example:
BNIBRANDING.COM
Manual Covers
Leadership Team Manual Cover 06/12/2011 14:21 Page 1
Litho Print
(Four color), Cyan, Magenta, Yellow, Black
Manual Covers Standard Size Dimensions
Americas
= 8.5” x 11”
Rest of World
= 210mm x 297mm
Copyright notice must be included on
all manual covers as follows:
© (insert year) BNI example © 2012 BNI
© 2011 BNI
L E A D E R S H I P
T E A M
M A N U A L
Photography (General Rules)
Photography supplied in the artwork files should be
used unless you have comissioned your own. If you
wish to commission new photography please contact
BNI’s brand guardian through your National Director.
Please do not take your own photography without
consulting the brand guardian first. Once the photography
has been taken your National Director will firstly approve
it, then pass it to BNI HQ to approve.
26
Localization
BNIBRANDING.COM
Localization of Supplied Artwork
All documentation provided on www.bnibranding.com
is in a format allowing for basic localization. The overall
designs contain artwork which has been approved for
production.
When editing the supplied artwork documents found on
www.bni.com for the purposes of basic localization,
address personalization, local photography and
translations are only permitted if they do not deviate
from the guidelines set forth in this document (BNI®
Branding Standards) or augment the existing approved
artwork in any way. If the proposed edits will alter the
approved artwork even slightly or if they will not allow
for exact compliance with all guidelines in this
document, they will not be permitted.
Should you have questions regarding localization
of supplied artwork or any other guidelines
discussed within this document, please consult
Policy Memorandum #2010-04 in the BNI® Director
Manual and/or contact your National Director.
27

BNIÆ Branding Standards

Transcription

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