UNDERSTANDING AND WORKING WITH OUR BRAND.€¦ · Brand Guidelines involves the use of logos,...

UNDERSTANDING ANDWORKING WITH OUR BRAND.

ABOUT“THIS IS OUR BIBLE.”(PLEASE RESPECT IT!)

Our Brand A Complete Brand Guide

www.marsdengroup.com

Brand Guidelines involves the use of logos, typefaces and colours to create a clearly recognisable image for a company. A brand graphics policy is necessary for organisations as large and diverse as Marsden, to build and communicate a clear and consistent brand identity for its many target audiences.

A successful brand graphics program helps Marsden develop strong name recognition by defining a “look” for all promotional materials that audiences instantly identify with Marsden. This does not mean that all materials must look exactly alike. It does mean that they must all clearly belong to the same family with logos, typefaces and colours used consistently.

Through a consistent brand graphics program, Marsden can project a strong, unified and professional image to all audiences even though communications are coming from many separate sources across our communication plan.

Following this policy officially will increase brand identity with your audience and making it more likely that the company message willbe received.

To what types of materials do these apply?

The brand guidelines applies to all brochures, publications, periodicals, websites and any other type of marketing materials produced by Marsden or partner agencies for external audiences.

Why are these Brand Guidelines important?IMPORTANCE

The purpose of the Brand Guidelines is to provide rules for coherent communication of the Marsden brand. This document outlines an identity standards and applications system in three parts. The first part contains a group of identity elements specifically designed to identify the Marsden brand. The second part contains regulations and examples specifying acceptable employment of the graphical elements. The third part defines the look and feel of the brand and presents sample applications for use in brand communications.

The coordination of the Marsden brand to consumers plays a significant role in their impression of the brand. Consistency is paramount to the success of the identity system. Consistent use of the mark and supporting elements will build brand equity and resonance. The end result will be an increased understanding of the Marsden brand by the public.

Use only original vector artwork for reproduction of these marks. Elements and marks may not be altered electronically or manually, nor can they be stretched, outlined, given drop-shadows or enclosed in shapes that appear to be an organic part of the element.

Purpose of the Brand Guidelines.PURPOSE

It is preferred you read this document in full, if you just need a quick recap please see the three key design assets below:

3 key assets.IN BRIEF

TYPOGRAPHY LOGO COLOURS

Proxima LIGHT

Proxima LIGHT ITALIC

Proxima REGULAR

Proxima REGULAR ITALIC

Proxima BLACK

Proxima BLACK ITALIC

LOGOS“IT’S ONLY A LOGO ON A T-SHIRT, IT DOESN’T REALLY MATTER.”

(HAS ANYONE AT NIKE EVER SAID THESE WORDS?)

GENERAL APPLICATION QUALITY

COLOUR

SIZE PLEASE NOTE

PLACEMENT

To maintain a high level of quality and consistency in a variety of applications, the following guidelines must be followed when applying the Marsden logos:

The logo should be reproduced from an original vector-based electronic file. To order, please contact Marsden.

Printed applications should use the CMYK colour space version of the marks, while web or screen-based applications (video, presentations, mobile, etc.) should use the RGB colour space with hexadecimal values.

To maintain readability, the logo should not be reproduced any smaller than 1 1/16 inches (10 picas) in length.

No version of the mark may be used to replace the words Marsden in a sentence or headline. They may only be used as stand-alone design elements.

An official logo should be used on all Marsden marketing communications, including: Printed pieces, visual presentations, advertising and any other materials that represent the company with external audiences. It should appear on the front or back cover of all printed communications unless an exception has been granted bya Marsden directorin writing.

GENERAL APPLICATION MASTER LOGO (LONG)

MASTER LOGO (STACKED)

Either of the ‘long’ or ‘stacked’ version of the master logo maybe used, there is no preference let the design dictate.

LOGOSCOLOUR BACKGROUND VARIATIONS

The Marsden logo is always presented as a gradient, different background colours will dictate which variant to use.

Marsden Master Gradient Logo.eps

Marsden Stacked MW Logo.eps

LOGOSCLEAR SPACE

You should always observe the clear space around the logo to maximise visual effectiveness. Nothing should intrude into this specified clear space.

The radius of the Clear Zone for the Primary Logo must equal the size of the ‘N’. This is then used to measure the space surrounding the mark above, below and to the side of two parallel lines.

In print, the logo should never appear smallerthan (45mm) in width.

On-screen it must appear at least125 pixels wide.

MINIMUM SIZE

45mm or 125px

LOGOSUNACCEPTABLE USAGE

The success of the Marsden brand identity relies on the clarity and consistency with which it is implemented. Distorting or changing it reduces its legal protection and diminishes its impact.

The following examples visualise some potential mistakes that must be avoided: Reproducing the logo on a textured or patterned background that reduces clarity, replacing any letter in the logo with a symbol or other graphic element, and adding graphic devices such as rules or boxes around the logo.

1. Do not alter colours2. Do not alter proportions3. Do not remove elements4. Do not rotate the logo5. Do not invade clear space6. Do not add drop shadows7. Do not skew the logo8. Do not alter fonts9. Do not alter layout10. Do not crop the logo11. Do not add elements12. Do not separate words

COLOURS“STAND OUT FROM THE CROWD.”

Pantone® 235CCMYK 35 / 100 / 30 / 30RGB 131 / 17 / 84WEB #831154

MG DEEP MAGENTA

BRAND APPLICATION

Colour chips are presented in Pantone®, CMYK, RGB and Hexadecimal Values (web). These are the primary colours for use with relevant Marsden applications.

COLOURMASTER BRAND COLOURS

Pantone® 191CCMYK 0 / 95 / 36 / 0RGB 238 / 45 / 107WEB #ee2d6b

Pantone® Black 6CMYK 20 / 20 / 20 / 100RGB 0 / 0 / 0WEB #000000

MG MAGENTA MG MAGENTA

CMYK 0 / 27 / 100 / 0RGB 254 / 190 / 16WEB #febe10

CMYK 0 / 66 / 94 / 0RGB 244 / 119 / 43WEB #f4772b

CMYK 25 / 100 / 100 / 49RGB 114 / 10 / 12WEB #720a0c

CMYK 0 / 100 / 100 / 0RGB 237 / 28 / 36WEB #ed1c24

MG YELLOW

MG ORANGE MG DEEP RED

MG RED

SECONDARY APPLICATION

Colour chips are presented in CMYK, RGB and Hexadecimal Values (web). These are all the primary colours for use with relevant ColinTaylor applications.

COLOURSECONDARY COLOURS

CMYK 70 / 0 / 18 / 0RGB 16 / 190 / 210WEB #10bed2

CMYK 100 / 38 / 49 / 32RGB 0 / 93 / 99WEB #005d63

CMYK 100 / 100 / 50 / 0RGB 52 / 52 / 101WEB #343465

CMYK 60 / 85 / 0 / 0RGB 126 / 73 / 157WEB #7e499d

MG BLUE

MG TEAL CT DEEP PURPLE

MG PURPLE

COLOURSECONDARY COLOURS CONT...

CMYK 81 / 34 / 100 / 25RGB 50 / 108 / 53WEB #326c35

CMYK 52 / 0 / 100 / 0RGB 136 / 197 / 64WEB #88c540

MG DEEP GREEN

MG LIME

GENERAL APPLICATION

The magenta colour way should always be used in the first instance. The secondary colour ways are supplied for presentations and additional design assets, business cards etc.

COLOURADDITIONAL COLOURS

MasterColour Way

SecondaryColour Ways

TYPOGRAPHY“GO BIG AND BOLD.”

PROXIMA NOVA PROXIMALIGHT,REGULAR& BLACK

Proxima is a great headline typeface due to its clean appearance, large x-height and wide open proportions.

The typeface is NOT used as the original basis of the Marsden primary mark (logo) this information should never be required!

Not every typeface within the Proxima family is available for use. Please follow the guidelines within this document.

TYPOGRAPHY

PROXIMA NOVA PROXIMA LIGHT

PROXIMA REGULAR

PROXIMA BLACK

You should only ever need Light, Regular, Black and or the Italic variants. Exclusively used for

headlines & titles.

Exclusively used for body copy.

Used for headlines titles & body copy.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@£$%^&*()

TYPOGRAPHY

OPEN SANS OPEN SANS LIGHT

OPEN SANS REGULAR

OPEN SANS EXTRA BOLD

IF YOU DON’T HAVE ACCESS TO PROXIMA NOVA YOU MAY USE OPEN SANS. Exclusively used for

headlines & titles.

Exclusively used for body copy.

Used for headlines titles & body copy.

Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890!@£$%^&*()

TYPOGRAPHY

Marsden is a leading international legal recruitment firm, with offices in London, Australia, Canada and Dubai. Our London office has a high end practice dealing with leading law firms, corporations and financial institutions.

Marsden is a leading international legal recruitment firm...

SETTING TYPE OFFLINE

As a general rule type, should be set at +2 the PT size.

Example 1 is 10pt type set on 12.

Example 2 is 48pt set on 48.

When the type gets much bigger, some discretion is required. When type gets very big, this may decrease further.

TYPOGRAPHY

Always use a multiple of 12 or 6

As your baseline grid should be set to 12.

EXAMPLE 1

PLEASE NOTE

ASSETS“ALWAYS ADD A LEVEL OF DEPTH.”

OUTLINED ICON

ASSETSEXAMPLE

An outlined version of the icon is supplied to create interesting page breaks and design assets.

There is no set way to position this the main thing to consider is logo and type placement.

MASTER TITLE PAGE V1

ASSETSSECONDARY DESIGNS V1

MASTER TITLE PAGE V2

ASSETSSECONDARY DESIGNS V2

APPLICATION“CONSISTENCY, CONSISTENCY, CONSISTENCY.”

BUSINESS CARDS FRONT

APPLICATION

Aaron Faith - Director

E: aaron.faith@marsdengroup.comM: +971 (0)52 238 8887T: +971 (0)4 568 3825

A: Office 3, Floor 3, Block 18 Business Centre, Dubai Knowledge Park, Dubai PO Box 50221 UAE

BUSINESS CARDS BACK

APPLICATION

LETTERHEAD

APPLICATION

SYDNEY

Level 4, 503 Kent Street,Sydney NSW 2000Australia

T: +61 (0)2 8014 9050E: sydney@marsdengroup.com

LONDON

First Floor, 68 CornhillLondon EC3V 3QXUnited Kingdom

T: +44 (0)20 3326 0840E: london@marsdengroup.com

TORONTO

130 King Street West Suite 1800,Toronto Ontario M5X 1E3Canada

T: +1 416 364 6381E: toronto@marsdengroup.com

Office 3, Floor 3, Block 18 Business Centre, Dubai Knowledge Park,Dubai, PO Box 50221 UAE

T: +971 (0)4 568 3824E: dubai@marsdengroup.com

BRISBANE

Level 7, 190 Edward streetBrisbane, Qld. 4000Australia

T: +971 (0)4 568 3824E: dubai@marsdengroup.com

SOCIAL - ICONS

APPLICATION

SOCIAL - LINKEDIN

APPLICATION

SOCIAL - FACEBOOK

APPLICATION

POWERPOINT - COVER

APPLICATION

EMAIL FOOTERS

APPLICATION

DOCUMENT COVER

APPLICATION

In-HouseRECRUITMENTServices/Process

10.08.2018

In-HouseRECRUITMENTServices/Process

10.08.2018

JOB BOARD

APPLICATION

CV COVERSHEET

APPLICATIONMarsden GroupLevel 4,503 Kent Street,Sydney NSW 2000Australia

T: +61 2 8014 9050E: info@marsdengroup.com

NAMEPRACTICE GROUP

CANDIDATE SUMMARY

• Current role / Firm.• Pqe• Jdx • Practice• Academics• Other

MARSDEN COMMENTS

Lorem ipsum dolor sit amet cons ectetur adipisc ing elit. Sed mi nunc, aliquet vitae convallis tempus, males uada sed nisl. Donec hen drerit ligula get purus blandit, vel congue diam iaculis.

POSITION SOUGHT / LOCATION

Lorem ipsum dolor sit amet cons ectetur adipisc ing elit.London

VISA REQUIREMENTS

LANGUAGES

English & French

PERFORMANCE INDICATORS

Lorem ipsum dolor sit amet cons ectetur adipisc ing elit.

INTERVIEW ARRANGEMENTS

Lorem ipsum dolor sit amet cons ectetur adipisc ing elit.

The application is made with the expressconsent of the candidate.

APPLICATION

PROPOSAL COVER - WORD

APPLICATION

SEARCH PROPOSAL

Minter EllisonIP Partner Sydney, IP Partner Melbourne,Reconstruction & Insolvency Partner Sydney

Ross FreemanPartner, Head of Disputes & RegulatoryLee RobinsonResourcing Manager

Prepared by:Jonathan Walmsley – Marsden23 May 2017

REFERRAL - VOUCHER

APPLICATIONTHANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU THANKYOU

THANKYOU

THANK YOUWE WANT TO SAY

For referring a friendthat we placed into a permanent role!

*$100 will be issued as a gift voucherfor Myer or David Jones

WEB - BANNERS

APPLICATION

WEB - BANNERS

APPLICATION

UNDERSTANDING AND WORKING WITH OUR BRAND.€¦ · Brand Guidelines involves the use of logos,...

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