Defined as “the art

Typography

Typography is an integral part of the SES Home Services brand.

Our brand personality is communicated through the fonts representing its name and tagline in our logo.

A core element of our visual identity, it helps give a cohesive feel throughout our branding, creating consistency and memorability.

Brand Typography

The typeface

A contemporary sans serif, Arial’s treatment of curves is softer and fuller than in most industrial style sans serif faces. Terminal strokes are cut on the diagonal which helps to give the face a less mechanical appearance. An extremely versatile family of typefaces, Arial translates successfully from text setting in reports, presentations, and magazines to display use in newspapers, advertising and promotions.

*Arial is recommended by RNIB and other organisations concerned with accessibility. Guidelines recommend using Arial at a minimum size of 14pt.

Arial Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789 (&?!@%.,:;-)

Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789 (&?!@%.,:;-)

Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

0123456789 (&?!@%.,:;-)

*www.rnib.org.uk/sites/default/files/Top_Tips_ Creating_accessible_print_documents.pdf

Heading styles

Headings should appear in Title Case, using capitalisation at the start of each word.

Use SES Light Red at the end of headings or to highlight key phrases for emphasis.

All Subheadings should appear in Sentence case, using capitalisation only at the start of the sentence.

General Heading rules are: Increase or decrease in multiples of ten (20pts, 30pts, 40pts). Leading should be three points higher than the point size.

Subheaders should be approximately 5 point sizes smaller than the heading it follows.

Do not over- or under-track. Apply -25 or +25 at most. Any more will result in obvious distortion. These styles are a guide to how the fonts should be used and can be flexible. Use your creative judgement when applying these styles to literature to ensure we stay on brand.

Primary: Arial Black | 40pt | 43pt Leading | 0pt Tracking

Protect Your Home

Secondary: Arial Black | 30pt | 33pt Leading | 0pt Tracking

Policy solutions to help you

Tertiary: Arial Black | 20pt | 23pt Leading | 0pt Tracking

Reliable and affordable local experts

Subheading - Arial Bold | 15pt | 18pt Leading | 0pt Tracking

Policy solutions to help you

Listing styles

A list of information can be neatly organised using bullet points. How a list is punctuated depends on the information that is being presented.

If bulleted items are words or phrases (but not complete sentences), begin each item with a lowercase letter (except words such as proper nouns).

If bulleted items are complete sentences, begin each item with a capital letter and finish it with a period or other appropriate punctuation.

The SES Home Services branding uses three main listing styles - the first using plain bullets, the second using SES brand icons, and the third using numbers.

Bulleted text should appear in the SES Light Blue brand colour.

1. Bulleted List

It is your responsibility to:

• Keep to the terms and conditions of this policy

• Maintain your home in a reasonable condition

• Try to prevent anything happening that may cause a claim

2. Bulleted List using Icons

What is not insured?

Any breakdown or damage to items that are within the manufacturer’s warranty or guarantee periods.

Any part of the appliance that the manufacturer recognises regular replacement of including, but not limited to; light bulbs, door seals, knobs, dials, fuses and batteries.

3. Numbered List

What is insured?

1. Repairs for 3 named kitchen appliances

2. 100% replacement allowance for irreparable appliances under 5 years old

3. 50% replacement allowance for irreparable appliances 5-8 years old

4. Maximum annual claim limit £1,000 (inc. VAT)

Brand Typography

Typography application

On this page are examples of how to format paragraphs, showing the heading, subheading, introductory text, body text and sub text. These sizes compliment one another and should be used as a guide when styling brand text.

Body text should use Arial Regular in SES Grey.

Minimum body text size should be 10 points and maximum 14 points. Leading should be three points higher than the point size of the text.

Paragraph headers should be approximately 1 point size larger than the body text. Do not over- or under-track. Apply -25 or +25 at most. Any more will result in obvious distortion.

Size relation between Headings, Subheadings and Body text should remain proportional. (Overall size may vary dependent on hierarchy and format).

Heading

Arial Black | 32pt

35pt Leading | 0pt Tracking

Sub-heading

Arial Bold | 15pt

18pt Leading | 0pt Tracking

Body

Arial Regular | 11pt

14pt Leading | 0pt Tracking

Small print

Arial Regular | 9pt

12pt Leading | 0pt Tracking