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3.0 Identity elements

Part of the BAE Systems Brand Identity Manual May 2007


3.0 Identity elements

Contents Logo Logo elements Preferred colours Clearspace Backgrounds Preferred sizes Positioning Incorrect uses Combined Logo and Tagline Approved logos

Page 3 4 5 6 7 8 9 10 11

Contents Colour BAE Systems Colour Palette Using colour Reproducing colour

12 13 14

Typefaces and typography Primary typeface Preferred typesizes Secondary typefaces Installation

15 16 17 18

Imagery Approach to imagery Image treatment Combining images and photomontaging Structure, Hanging Lines and white space Materials Preferred formats Cover levels overview Expressing our brand ‘BAE Systems’ or ‘BAE SYSTEMS’ and capitalisation summary

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19 20 21 22

23 24 25


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Logo Logo elements

Powerful brands have attention value. They are bold, consistent and instantly recognisable. The BAE Systems Logo is the primary representation of our brand. To maximise the impact of the Logo it should appear prominently and legibly on every item you produce. General Logo dos and don’ts: Use the Logo once, clearly and appropriately. This is stronger than constant repetition which will dilute the strength of the brand. The BAE Systems Logo should never be attached to the name of a Business Unit/Operating Group, operating entity, product or programme. The Logo and its proportions must never be altered or modified in any way. Do not replace the words BAE Systems within text with the Logo.

For guidance on use and positioning of the Logo for the following applications: Advertising Print Workwear Signage

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Section 2.7 Section 4.0 Section 5.0 Section 6.0

Merchandise Livery Exhibitions

Section 7.0 Section 8.0 Section 9.0


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Logo Preferred colours

Corporate Red with white letters Use wherever possible in all situations. This will mean reproducing in two colours (Corporate Red and white) on items that do not have a white background, but this is still the preferred Logo to use. Preferred usage in all situations Corporate Red with white letters

60% black with white letters Use when reversing out of black where colour is not available. Black with white letters An occasional use when Corporate Red is not available. Use also on a coloured background. See page 6 for more information. Corporate Grey on brushed steel Use for merchandise where the item is brushed steel.

Reversed out of black when Corporate Red is not available 60% black with white letters

When Corporate Red is not available or the background is a colour Black with white letters

Brushed steel merchandise Corporate Grey (PMS 431) with brushed steel letters

Reception areas Brushed steel with polished steel letters.

BAE Systems Corporate Red Pantone 199

The colours shown on this page have not been evaluated by Pantone, Inc. for accuracy and may not match the Pantone Color Standard. For accurate standards, refer to the current edition of the Pantone Color Formula Guide. Pantone is a registered trademark of Pantone, Inc.

Corporate Grey on brushed steel An option for reception areas. Please refer to ‘6.0 Signage’ for further information. Using the Logo in Saudi Arabia When using the Logo within the Saudi Arabia region, it is possible to reproduce it in Gold, Pantone Metallic 8382 (not shown).

Process Cyan 0 Magenta 100 Yellow 80 Black 0

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On-screen R 187 G4 B 47


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Logo Clearspace

Clearspace has been established around the BAE Systems Logo to protect its integrity. Clearspace also ensures that it is never visually dominated by other elements. The space that has been defined should be kept clear of all type, graphic elements, lines and illustrations.

Clearspace for sizes up to 420mm in width

X

X

The clearspace is in direct proportion to the size of the Logo. The minimum clearspace is equal to the height of the Logo.

X

When the Logo is used at a ‘supersize’, for example in exhibitions, the clearspace reduces. For use of the Logo at 420mm or larger in width, the clearspace reduces to half the height of the Logo.

Clearspace for ‘supersize’ for use on Logo at 420mm or larger – shown at reduced size

0.5 X

The Logo is a registered trademark and breaking the rules as defined here will contravene its legal status.

X

Combined Logo and Tagline Please note that the Tagline element of the combined Logo and Tagline does enter the clearspace of the Logo as defined on this page. This is an approved exception and should not be repeated with any other graphic elements. For further information on the clearspace for thecombined Logo and Tagline, see section 3.1.

BAE Systems Brand Identity Manual

X

0.5 X

0.5 X

420mm and above

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Logo Backgrounds

Using the Logo on coloured background Occasionally, there will be a need to reproduce the Logo on a coloured material. When this happens, use the black version of the Logo with the letters ‘BAE SYSTEMS’ assuming the colour of the background. This is permitted as long as the letters are legible. Please choose backgrounds which are in keeping with the BAE Systems Colour Palette.

Examples of acceptable backgrounds

Please note that this is an occasional use and that Corporate Red on white is always the preferred option. Corporate Red background The Logo should not be used on the Corporate Red or colours that are close to it.

Only acceptable when reproduced onto a colour paper stock

Combined Logo and Tagline Do not use the Combined Logo and Tagline in this way Please refer to ‘3.1 Combined Logo and Tagline’ for detailed information.

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Examples of unacceptable backgrounds

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Logo Preferred sizes

62.5mm

The preferred sizes for application of the Logo in most print applications are shown here. Their purpose is to create a visual standard, minimise variation and co-ordinate printed material.

Size a – A3

Display size – the display size Logo can be scaled up as necessary for banners, posters, etc.

The first practical requirement of any mark is that it can be clearly seen. Under no circumstances should the Logo be reproduced smaller than 20mm wide.

44mm

There is no maximum size for the Logo. Size b – A4

39mm

Size c – A5

33mm

Size d – DL

20mm

Minimum size

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Logo Positioning

The Logo is always anchored into the corner of materials as illustrated. Where possible the preferred position for the Logo is bottom right.

3

2

Preferred positions: Position 1 Brochures Advertising Newsletters Position 2

Powerpoint presentations

Position 3

Internet

See ‘2.5 Product materials’ and ‘2.6 Using the BAE Systems Logo with other logos’ for further information.

1

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Logo Incorrect uses

In order to build a strong brand, it is essential that the Logo is used correctly and consistently.

International

A

G

This page illustrates some incorrect uses of the BAE Systems Logo. The Logo: B

A Should never be linked to a word.

H

B Should never be printed in a non-approved colour. C

C Should never be created using an incorrect font.

BAE SYSTEMS I

D Should never be too closely positioned to another logo. D

E Should never be embedded in text. F Should never be positioned at an angle.

J

G Should never be distorted. H Should never be contained within a shape. I

Other words should never be put in the Logo style.

J

Should never have a drop shadow applied to it.

E

is the leading ... K

K Should never have a keyline around it.

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The company

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SITE OPEN DAY


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Logo Combined Logo and Tagline

The Tagline is a way of expressing BAE Systems’ capabilities in a clear, constant ‘benefit’ based way. Used correctly the Tagline is a powerful, relevant way of engaging staff, customers and stakeholders. The Tagline should always appear beneath the BAE Systems Logo. It should always be in English.

REAL PERFORMANCE. REAL ADVANTAGE.

REAL PROTECTION. REAL ADVANTAGE.

REAL INNOVATION. REAL ADVANTAGE.

REAL CAPABILITY. REAL ADVANTAGE.

REAL SUPPORT. REAL ADVANTAGE.

REAL INTEGRATION. REAL ADVANTAGE.

REAL COMMITMENT. REAL ADVANTAGE.

REAL PARTNERSHIP. REAL ADVANTAGE.

REAL UNDERSTANDING. REAL ADVANTAGE.

REAL DELIVERY. REAL ADVANTAGE.

REAL BREADTH. REAL ADVANTAGE.

REAL SOLUTIONS. REAL ADVANTAGE.

There are twelve variants that can be used. This flexibility enables BAE Systems to be always meaningful to a particular audience. ‘Real advantage’ is the consistent message throughout all variants of the Tagline. This is a constant reminder of the benefit that BAE Systems offers. Where to use the combined Logo and Tagline The combined Logo and Tagline can be used in situations where copy and images in a communications piece: - present the BAE Systems brand positively. - describe a positive benefit to the end user. - are clearly from BAE Systems. Getting approval Use of the Tagline must be approved and signed off by your Brand Champion. Inform your Brand Champion that you intend to use the Tagline when you first start planning a communication. Please refer to ‘3.1 Combined Logo and Tagline’ for detailed information.

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Logo Approved logos

The aim of all BAE Systems communications is to protect and reinforce the BAE Systems brand. Therefore do not create any other logos to represent your project or communications. The product/project should be referred to by name only.

Cross-company initiatives

There are 3 exceptions to this. These are: Cross company initiatives Charity Challenge and Chairmans Award. Do not develop any other logos for any further initiatives.

Examples of wholly owned product logos

Legacy/historical product logos Wholly owned BAE Systems products where the logo has been in use and has equity in its own marketplace, eg. Hawk, T45. Partnerships Where BAE Systems is a partner and a logo is developed to give a project an identity, eg. Eurofighter, F-35 JSF.

Examples of products where BAE Systems is a partner

See ‘2.5 Product materials’ and ‘2.6 Using the BAE Systems Logo with other logos’ for further information. Approval Speak to the Brand and Corporate Promotion Manager if you have any questions about developing or using logos other than the BAE Systems Logo.

For guidance on Charity Challenge and Type 45: Using the Charity Challenge logo Section 2.6.1 Using the Type 45 logo Section 2.6.2 BAE Systems Brand Identity Manual

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Colour BAE Systems Colour Palette

The Primary Colour Palette is designed to establish a strong and recognisable identity which gives consistency to all BAE Systems material. The principal colours of the Primary Palette are the Corporate Red and the Corporate Grey.

Primary Colour Palette

The Secondary Colour Palette is designed to provide creative flexibility. The colours are complementary to the Primary Colour Palette. They have been chosen so that they do not compete visually with the Primary Palette.

Pantone 431 C 15, M 0, Y 0, K 75 R 77, G 82, B 85 Websafe #666666

Corporate Red As the colour of the Logo, do not overuse for graphic elements, as this will dilute the brand.

Corporate Grey Represents the combined strength of the company and acts as a visual corporate endorsement.

White Websafe #FFFFF

Pantone The colours shown here and throughout this document have not been evaluated by Pantone, Inc for accuracy and may not match the Pantone Colour Standards. For accurate colour standards, refer to the current edition of the Pantone Colour Formula Guide. Pantone速 is a registered trademark of Pantone, Inc.

Black Websafe #000000

Secondary Colour Palette

The Highlight Colour Palette. These brighter colours have been developed to integrate with the existing Primary and Secondary Colour Palettes. They should be used as a highlight colour in small quantities.

Pantone 2767 Coated: C 100, M 85, Y 7, K 80 Uncoated: C 100, M 85, Y 7, K 65 R 20, G 31, B 67 Websafe #000033

The Metallics Colour Palette. Metallics have been selected to add value to an item if required. It may also respond to specific regional requirements.

Pantone 429 C 20, M 11, Y 10, K 21 R 172, G 177, B 180 Websafe #CCCCCC

Pantone 5405 C 61, M 18, Y 0, K 59 R 64, G 87, B 108 Websafe #336699

Pantone 3282 C 100, M 0, Y 56, K 10 R 44 G 148, B 130 Websafe #339999

Pantone Process Blue C 100, M 8, Y 0, K 5 R 48, G 146, B 193 Websafe #3399CC

Metallic 8402

Metallic 8382

Pantone 451 C 0, M 0, Y48, K 48 R 145, G 142, B 97 Websafe #999966

Highlight Colour Palette Pantone 131 C 0, M 43, Y 100, K 13 R 197, G 138, B 16 Websafe #CC9900

This page specifies printing colours using the Pantone Matching System, as well as four-colour process colours using CMYK, on-screen colours using RGB values and Websafe references. Tints If necessary all colours except Corporate Red can be used as tints for graphic information or in small quantities. Do not overuse tints in large areas.

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Pantone 199 C 0, M 100, Y 80, K 0 R 187, G 4, B 47 Websafe #FF0000

May 2007

Pantone 301 C 100, M 58, Y 0, K5 R 43, G 99, B 162 Websafe #006699

Websafe colours Because of the limitations of the Websafe 256 Colour Palette, the websafe colour references shown on here are selected to approximate the hues and tones in the BAE Systems Colour Palette. These are acceptable where a websafe option is required.

Metallics Colour Palette Metallic 877

Pantone 5487 C 40, M 0, Y 24, K 58 R 90, G 108, B 103 Websafe #336666

Metallic 8502


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Colour Using colour

Colour is a significant element in creating materials. The BAE Systems Colour Palette is designed to support our underlying values of high performance and innovation.

BAE Systems

13 Type 45 Anti-Air Warfare Destroyer

13

With its advanced combat system, the Type 45 greatly enhances the ability of the Royal Navy to defend its warships and accompanying vessels from anti-ship missiles and attacks by aircraft.

Combat system

It can be used in any combination, but should always be used with at least one of the colours from the Primary Palette. The colour from the Primary Palette does not have to be the one used in the greatest proportion.

PAAMS The main armament for Type 45 is the world-beating Principal Anti Air Missile System (PAAMS) – a collaboration between the UK, France and Italy. This capability represents a major step forward for the Royal Navy, putting the UK at the cutting edge of area anti-air warfare.

The new generation of missiles could be sea-skimming, high-diving, supersonic, stealthy or highly manoeuvrable. Attacks could come from any direction and in any quantity. With its advanced combat system, the Type 45 will greatly enhance the ability of the Royal Navy to defend its warships and accompanying vessels from anti-ship missiles and from attacks and land-based threats.

Multiple target capability The Type 45 anti-air warfare destroyer will be able to engage a large number of targets simultaneously and provide area air defence cover over many square miles, against the strongest future threats from the air.

The combat system on the Type 45 consists of: - Combat Management System - Navigation subsystem - Communications Suite - Electronic Warfare - Identification, Friend or Foe - Medium Calibre Gun - Close Range Guns - Datalinks - Helicopter Support for Lynx or Merlin - Provision for anti-air warfare inner layer defence - Provision for torpedo launch systems

Use colour across your communications materials to create impact and hierarchies for information, but do not use too many colours within one communications piece, as this can look visually untidy and ill considered.

Combat Management System (CMS) The Combat Management System enables the command team to manage and operate the combat system and achieve the ship’s operational Aster missiles objectives. It will perform tactical A mixture of shorter-range Aster 15 and picture compilation, threat evaluation, longer-range Aster 30 missiles has weapon assignment and control of the been selected for the Type 45. These other combat system equipment – missiles are faster and more agile than including PAAMS. the previous generation. Aster achieves its high manoeuvrability by enhancing its aerodynamic control (PAF) through use of PIF. S1850M Long Range Radar This provides three-dimensional longrange air surveillance and surface surveillance other ship systems.



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SAMPSON – Multi-Function, Active Array Radar The SAMPSON family of radar combines surveillance and tracking roles into a single system. Sited high on the ship, it can detect and track attacking aircraft and missiles while providing guidance for the ship’s own missiles. It supports point and area defence against current and forecast air threats in an environment of heavy jamming and land and sea clutter. Functionality includes long- and medium-range search, surface picture and high-speed horizon search. It also performs high-angle search and track, multiple target tracking and multiple channel fire control.

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The Highlight Palette should be used in small proportions to the other colours used. Overuse can make materials look cheap. Consider these colours for graphics, pull outs, and even simple section colour coding.

PAAMS has been designed to match and defeat the evolving threat of attacks from sophisticated anti-ship missiles. It controls a substantial number of missiles in the air simultaneously, thus making it difficult for attackers to swamp the Royal Navy’s air defences.


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Colour Reproducing colour

PANTONE EURO Colour System PANTONE colour descriptions used for the BAE Systems Colour Palette are based on the introduction of Pantone’s EURO colour system. This updated system describes Pantone’s solid colours as four-colour process CMYK values, and has been developed to accommodate today's brighter, whiter and smoother paper stocks. These values are optimised for pre-press techniques in Europe and should enable you to match Pantone solid colours more closely when printing in four-colour process. Consult with you printer Although the EURO colour system is effectively the official method of matching solid Pantone colours out of four-colour process, it is worthwhile checking that your print supplier is aware of this and is able to reproduce these colours accurately.

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Colours in software packages For some colours in the BAE Systems Colour Palette the values given do differ to those shown in software packages such as Quark Xpress. Please use the four-colour breakdowns specified here. Specifying print The preferred reproduction of these colours is as CMYK out of four-colour process. Where possible, provide a sample of previous materials to your printer for accurate colour matching. Metallic colours are by their nature specified as special colours so can never be specified as four-colour process.

May 2007

RGB The RGB values described here are to be used when representing the BAE Systems Colour Palette for on-screen use. They are attained using Photoshop 9.0.2 from Adobe Creative Suite 2, using an Adobe RGB 1998 working space. Unless you are using this software the values you may get may differ. The final output colour may vary depending on screen setup and output device.

Websafe colours Because of the limitations of the Websafe 256 Colour Palette, the websafe colour references shown on page 13 are selected to approximate the hues and tones in the BAE Systems Colour Palette. These are acceptable where a websafe option is required.


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Typefaces and typography Primary typeface

ITC Franklin Gothic is the primary BAE Systems typeface recommended for use in communications.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

As a general rule, the preferred use of this typeface is upper and lower case, which should be set to range left with the right-hand ragged.

This is the main text face. It makes large quantities of copy readable. Always range left with the right-hand ragged. ITC Franklin Gothic Book

All BAE Systems communications should aim to communicate information with clarity. Typographically, this can be done by using clear differentiation in size and colour between headings, paragraph openers, quotes that need to be emphasised, and text. Using this differentiation will create a visual hierarchy of information that will lead the eye from one piece of text to another.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 This is the weight used for interim emphasis, such as policy statements, tables and chart text at small sizes.

The preferred weights and sizes for use across most print applications are given on the following page.

ITC Franklin Gothic Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Headlines, short statements and titles are set in this weight. It provides a good balance to the body text. ITC Franklin Gothic Demi

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Typefaces and typography Preferred typesizes

Preferred weights and sizes ensure consistency across materials whilst giving the flexibility to communicate information clearly. For titles and headings, initial capitals only are to be used. Proper names are capitalised in the normal way. For further guidance refer to Page 20 and ‘1.0 Our brand explained’. Quark Xpress templates which are provided use the H&J settings defined below. These ensure that word and character spacing is correct across all applications. H&Js Min. Space 55% Char. -2% Auto Hyphenation Single Word Justify

Opt. 65% -2%

Max. 75% -2% off off

Tracking

Document Title/Document Title

ITC Franklin Gothic Book or Demi 24/24pt

Heading/Heading

ITC Franklin Gothic Book or Demi 30/30pt

Heading/Heading

ITC Franklin Gothic Book or Demi 24/24pt

Corporate title/Corporate title

ITC Franklin Gothic Book or Demi 18/18pt

Secondary information Text heading

0

Text secondary information Text

Some applications use different typesizes. For these please refer to the following: News materials Section 4.4 Signage Section 6.0 Exhibitions Section 9.0

Text emphasis Caption

- Bullet point

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ITC Franklin Gothic Book 13/14pt

ITC Franklin Gothic Demi 8.5/10pt ITC Franklin Gothic Medium 8.5/10pt ITC Franklin Gothic Book 8.5/10pt ITC Franklin Gothic Book Italic 8.5/10pt ITC Franklin Gothic Book 7/8pt En dash plus ITC Franklin Gothic Book 8.5/10pt set with a 3mm tab


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Typefaces and typography Secondary typefaces

There are three secondary typefaces to use for particular applications.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

If ITC Franklin Gothic is not available, Franklin is used as a replacement for all electronic communications. Franklin is used for headings on electronic communications such as BAE Systems Bulletin, Update, memorandums and company notices.

This is the typeface to use if ITC Franklin Gothic is not available. Always align left with the right-hand ragged. Franklin

If you do not have Franklin, Arial can be substituted. Arial is used for the following: - Body text for electronic communications such as BAE Systems Bulletin, Update, Memorandum and Company Notice. - Letter - Fax - Powerpoint.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 This is the typeface to use with PowerPoint and Word. Always align left with the right-hand ragged.

General typography dos and don’ts: Don’t use another version of Franklin Gothic.

Arial

Don’t justify or centre copy. Do range left with the right-hand ragged.

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

Don’t replace the words BAE Systems in text with the Logo. Don’t distort or condense typefaces.

This typeface is to use only on some news materials. Always align left with the right-hand ragged.

Don’t use outlines in type. Don’t use shadows, images in letters or any other typographic effects.

Geometric Slab Serif 712

News materials For news materials only, BT Geometric Slab Serif 712 is used. Please refer to ‘4.4 News materials’ for more information.

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Typography and typefaces Installation

- To copy the fonts to the Fonts folder, make sure the Copy fonts to Fonts folder check General information box is selected. If the fonts you have purchased are TrueType® - Click OK to install the fonts. Note: If you are using font management fonts, then these will work with all versions of Note: You can also install TrueType fonts by software, such as Extensis Suitcase™ or Using the typeface the Windows operating system (OS). dragging them into the Fonts folder. Select the FontReserve™, please refer to the user guides The typeface is ONLY to be used by If the fonts you have purchased are font files, and drag them into the Fonts folder. for these programmes to install the fonts. BAE Systems employees for the creation of PostScript®fonts and your OS is Windows corporate communications materials. Once If you are working with a number of fonts, it is ’95, ’98, ME or NT, then you will need Adobe® PostScript T1 fonts in Windows XP or 2000 you have downloaded the typeface, you MUST Follow steps 1-7, as above. generally recommended that you use one of Type Manager (ATM®) installed. follow the instructions on the webpage to these utilities. You can download ATM Lite free-of-charge from PostScript T1 fonts in Windows ME/98/95 or register your successful download. System OS X (PostScript® fonts). www.adobe.com. If your OS is either Windows NT using ATM Lite Installation for Macintosh™ We recommend that you quit any applications XP or Windows 2000, then ATM Lite is already (If you are using ATM Lite to install and create sets – refer to your user guide. ATM Lite is a which are open. For some applications, new installed. System 9.x, ‘Classic’ within OS X free download available from Adobe at fonts do not appear in the font menu if you (PostScript® fonts) TrueType fonts into the Fonts folder for all www. adobe.com/support/downloads). We recommend that you quit any applications install them while the application is open. Windows OS If your fonts have been supplied as a which are open. For some applications, new Select the font suitcases (screen fonts) and If your fonts have been supplied as a compressed file (.zip or .exe), make sure fonts do not appear in the font menu if you the printer (outline) fonts then carefully drag compressed file (.zip or .exe), make sure you you have extracted the files first. install them while the application is open. and drop them into the Fonts folder within the have extracted the files first. - Start ATM, or ATM Lite. Library folder. Ensure that the System Folder is closed but - Choose Start > Settings > Control Panel. - Click the Add Fonts tab. visible to you on the desktop. In the Finder, - Double-click the Fonts folder to display its Note: If you want the fonts to be available to - Under Source select Browse for Fonts. open the folder or disk that contains the fonts. contents. applications running in Classic mode, install - Select the drive and the folder with the fonts Select the font suitcases (screen fonts) and - Choose File > Install New Font. the fonts as described above (System 9.x). you want to install. ATM displays the list of - Locate the fonts you want to install. the printer (outline) fonts. Faces Limited, 349 Yorktown Road, College Town, available fonts. - In the Drives list, select the drive that Carefully drag and drop the items, in one Sandhurst, Berkshire GU47 0PX - Select the fonts to install. To select more contains the fonts you want to install. Telephone 01276 38888 smooth action, onto the System Folder icon. than one font, hold down the CTRL key and - In the Folders list, select the folder that Fax 01276 38111 click each font. A system message will appear, asking if you Email fonts@faces.co.uk contains the fonts you want to install. Click Add to install the fonts. www.faces.co.uk want to place these files in the appropriate The fonts in the folder appear under List folder in the System Folder. Click OK. (If this All trademarks and registered trademarks are the of Fonts. property of their respective owners. message does not appear, then the items - Select the fonts to install. To select more have only copied over and will not be than one font, hold down the CTRL key and Download the typeface: available). click each font you require. www.baesystems.com/ourbrand Downloading the typeface The BAE Systems corporate typeface is available from the Our Brand website, www.baesystems.co./ourbrand

If the system message has appeared and you have clicked OK, then your fonts are now available to your applications.

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Installation for Windows™


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Imagery Approach to imagery

Photography is a core element of the BAE Systems identity and is preferred over illustration where possible. Ensure that the quality of imagery is as high as possible. The images shown here represent the BAE Systems visual positioning of advanced, innovative, people-focused, performance-driven, integrated and international. Use images which incorporate real people and places to convey the breadth of our business, and avoid using or taking staged photography. Instead, create spontaneous shots using natural light conditions, involving BAE Systems personnel wherever possible. Take an unusual viewpoint, create drama through scale and look at everything from a different angle. When choosing or commissioning photography follow these basic principles: Images should be relevant. Avoid using conceptual or abstract imagery. Images should include people wherever possible. If required, a model release form is available from the BAE Systems Our Brand website, (www.baesystems.com/ourbrand). BAE Systems operates throughout the world. Be sympathetic to cultural differences. Images should showcase the latest technology. Images should appear to, or be taken in natural light, not using coloured gels. If required, a model release form is available: www.baesystems.com/ourbrand

Imagery should not appear staged.

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Techniques Image treatment

Thinking about the images you use As a general rule, use good images big – in tandem with strong quotes they create the emotional points that structure the document. With smaller images, use the grid to create structure and pattern. Cropping is a key tool. It can create the unexpected and revitalise the familiar. Full colour imagery Use good quality full colour imagery to create visual impact and as anchor points throughout a document. Black and white imagery Black and white images provide a change in pace when used in conjunction with colour imagery, and convey a reportage feel. Where the print specification allows, always reproduce black and white monos out of the four colour set to achieve a richer effect. Monotone When using an image as a monotone, be sure to select a colour which will be visible when displayed or printed. Do not use duotone images as they can give unpredictable results. Monotint When using an image as a monotint (a solid colour placed behind a monotone image) ensure that the contrast between the background colour and monotone colour that you have selected is enough to see the image.

BAE Systems Brand Identity Manual

Combining treatments Combining the use of a colour image with a portion of the image shown in black and white can be effective on a front cover. Cut outs Using cut outs can add movement and dynamism to a piece of communication. Where possible try not to blur edges/ vignette images.

Colour image with a portion in black and white

Monotone

Monotint

Cut out

File types and sizes Use the following guidelines as a guide to file types and sizes you may need to use: Powerpoint 72dpi JPEG file at the size you intend to use it within the presentation. Litho or digital printing 300dpi TIFF or EPS at the size you intend to use it within the piece of communication.

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3.0 Techniques Combining images and photomontaging

Combining images in varying sizes and arrangements.

When more than one image is required to tell a fuller story than a single image can do, there are two techniques that can be used.

REAL PERFORMANCE. REAL ADVANTAGE.

Platform Solutions

Combining images using the grid The underlying grid can combine images in a dynamic and varied way – tiled, solid, or with a more varied arrangement to allow a background colour or image to come through. A large, not too detailed, possibly blurred image (sky or technology, for example) can bring a spatial quality to the panel, allowing more ‘space’ between the graphic and information elements. Photomontaging Occasionally there is a need to show an image using a photomontage technique. This is reserved only for product and platform imagery where the product perhaps exists only as a rendered image; for the description of a battlescene; or when showing technology/communication relationship between elements. When these are necessary, observe the recommendations for all imagery trying to keep the feel as direct and clean as possible. Photomontaging is not allowed as a way of combining available imagery to ‘improve it’ or to make it more ‘interesting.’

BAE Systems Brand Identity Manual

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- More than 6,000 employees from the UK to LA - Serving 25 air forces and 300 airlines in more than 100 countries

- Largest avionics supplier on Typhoon and C-17 - Every 1.5 seconds, a commercial aircraft takes off using BAE Systems equiplement

Photomontaging incorporating both real and rendered elements

For more information visit: www.baesystems.com


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Techniques Structure, Hanging Lines and white space

There are some key techniques that have been put in place to help create an integrated and coherent visual identity.

Structure Structure helps to communicate the underlying precision in our work. Practically, a clear structure around which to base a design will also help you to create more effective materials. It also means that BAE Systems materials maintain a consistent look and feel across all mediums.

Hanging Lines Keyline ‘Hanging Lines’ that adhere to the grids have been developed to provide a series of anchor points for images, graphic elements and text. These lines help to lead the eye from one area of a layout to another. Consistent heights across materials help to provide visual consistency. They sit behind headings when headings sit on Hanging Lines.

Templates and grids have been designed for the creation of layouts, and underpin all Hanging Lines provide a counterpoint to larger BAE Systems materials. They will help achieve visual elements and structure to smaller ones. consistent results by indicating how to lay out Hanging Line width is 0.35pt on all printed information. materials except A3 posters where 0.5pt The same principles are also used for digital is used. presentations and internet pages. Please refer to the many visual examples on using and placing Hanging Lines.

White space The effective use of space is critical in the BAE Systems visual language. Counterpointing areas of detail, strong images, text, and colour with white space creates pace and interest. When creating designs be careful not to ‘trap space’. This is defined as areas of unused and untidy white space scattered across layouts. Try to gather this space together and organise it into larger and simpler areas by placing elements close together.

Remember, for further guidance on colour, type, typefaces and images: Brand Champions Section 1.1 BAE Systems Brand Identity Manual

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Materials Preferred formats

DL landscape and portrait (preferred)

A5 landscape and portrait (preferred)

A4 portrait

A3 landscape and portrait

To ensure consistency across all materials, preferred formats have been established. The templates that have been provided use these formats. Do not amend them.

A4 and A5 portrait The majority of brochures and leaflets should be A4 portrait. This includes all Level 2 and 3 materials. Levels 1, 4, 5 and 6 should ideally be A4 portrait, but may be A5 portrait if appropriate and approved by your Brand Champion.

Other approved formats DL portrait can be used for leaflets. Do not use landscape. DL landscape can be used for invitations. CD covers and labels are defined in the appropriate templates (not shown here).

Ask if you are not sure If you have any questions regarding the format of your item, please discuss this with your Brand Champion who will be able to help you.

Landscape Portrait A4 and A5 is the preferred format for brochures and leaflets. Landscape is not generally permitted, cetainly not at A4. A5 landscape may be permitted for ‘one-off’ materials such as those for a commemorative event, ship launch or invitation.

Non-standard formats For brochures and leaflets, and general printed applications, do not use any other formats (square, for example) other than those specified.

Posters may be landscape or portrait.

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Remember, for further guidance on formats:: Brand Champions Section 1.1


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3.0 Materials Cover levels overview

Corporate Responsibility Report 2006

MILITARY AIR SOLUTIONS

155mm Artillery Systems Advanced Technology Centre Information, networked and autonomous systems

REAL PERFORMANCE. REAL ADVANTAGE.

LAND & ARMAMENTS

Level 1: Corporate

Level 2: Business Unit/Operating Group

Depending on which part of the Company your printed materials are representing, an appropriate cover design should be used.

Level 3: Sector

There are two main reasons why these levels exist. Firstly, they ensure that materials created from different locations and designers have some consistency when viewed together. Secondly, the cover levels help to convey the different hierarchies that exist, helping external audiences to understand how parts of the Company relate to each other.

Level 4: Internal Services

Used correctly, they allow you to effectively communicate the subject matter, whilst still meaning that materials adhere to the BAE Systems brand identity.

Level 5: Internal Initiatives/Events/ Non-Core Business

Level 6: Product Materials

Ask if you are not sure If you are unsure where your item fits, please discuss this with your Brand Champion who will be able to help you.

For more information Fuller explanations on what defines an item at a particular level can be found in the Print Matrix on page 8 of ‘4.1 Printed applications.’ Product materials are covered in ‘2.5 Product materials.’

Remember, for further guidance on levels:: Brand Champions Section 1.1

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Expressing our brand ‘BAE SYSTEMS’ or ‘BAE Systems’ and capitalisation summary

Simple rules on writing our company name, and on capitalisation will ensure a consistent writing style throughout all written communications.

How to write our name There are two ways to write our name in communications. The way you choose depends on the situation: BAE Systems in upper and lower case 1 Within a headings, subtitle or text 2 Within a bullet point (within a presentation, for example)

Capital letters in titles and headings Capital letters should be avoided except where essential and have genuine meaning. Use capital letters in the following ways:

1 A capital letter only at the beginning of a sentence or for a proper noun 2 Proper names of people, their formal titles and the names of external entities (organisations, institutions, etc) BAE SYSTEMS in upper case 3 Certain abbreviations and acronyms 1 Only if the rest of the heading is in upper case 4 All Business Units/Operating Groups, (please note that upper case is not the Sectors, etc. standard title style in BAE Systems 5 When using a proper name within a title, materials.) use an initial capital only, except for Do not split the name the proper name is included. When setting text for materials, the name BAE Systems or BAE SYSTEMS must not split over two consecutive lines. Abbreviation BAE Systems must always be written in full, and never abbreviated. However, if an abbreviation is required for digital file names or codes use the abbreviation BAES.

Summary Use an initial cap on the first word only, unless the title also includes a proper name, business entity, product, or initials: BAE Systems in title or heading BAE Systems and your community BAE Systems in partnership BAE Systems in title or heading in upper case BAE SYSTEMS AND YOUR COMMUNITY BAE SYSTEMS IN PARTNERSHIP BAE Systems in sub-heading and text BAE Systems across the globe Working throughout the world, BAE Systems can provide solutions to the customer and… Titles Customer Support Solutions Find a new career in Land & Armaments Proposal for Deployable Surveillance Units Headings of sections BAE Systems supporting customer capability Meeting challenges, delivering commitments Titles within body text We provide a wide range of services.You can find a list of these services in our ‘Underwater Systems overview.’ External publications or entities The Times HM Government For further guidance on content and writing style: Our brand explained Section 1.1

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BAE Systems - Brand Identity Manual