INTERIM OVERVIEW
IN 2021 ALLAN & BERTRAM WILL BE INTRODUCING A FULL NEW BRAND IDENTITY INCLUDING A NEW LOGO.
These interim brand guidelines will introduce some of the brand strategy, styling and design concepts to that will ensure a smooth transition into this new identity. The guidelines are to establish a clear and consistent appearance for all communications and reflect our brand personality.
These guidelines give an overview of the brand styling to be used across Allan & Bertram communications. This will include typography, colours, use of graphic elements and design examples. These carefully chosen elements combined will allow the brand
present
our
WHO WE ARE
Allan & Bertram are producer’s of the World’s finest calendars. From our inspired visual imagery to our premium quality, we pay attention to every detail that goes into making our award-winning calendars. This consistent pursuit of excellence has been shaped over our 55-year history and continues to make Allan & Bertram’s calendars the world’s finest.
From 2019 the brand will be referred to as:
ALLAN & BERTRAM
We will no longer use the + sign in communication. It will still feature on the logo, but as the logo is phased out, it will eventaully be the one term we use.
It allows the brand to promote itself with a clear message that reflects it’s legacy without confusion.
OUR
BRAND WHEEL
BRAND IN ACTION: Award winning | Luxury Brand Association | Specialist Staff | 55 Year Heritage | Inspired Visuals
BRAND BENEFIT: Affirmation of high quality | A premium club | Attention to every detail | Established team experience | Attention grabbing
BRAND VALUES: Confident | Proud | Collaborative | Innovator | Premium
BRAND PERSONALITY: Iconic | Enlightened | Inspiring | Passionate | Influential
BRAND ESSENCE: Luxury Inspired
SINGLE MINDED PROPOSITION
Allan & Bertram’s single minded propostion sums up the most important elements of who we are, what we do and why we do what we do. It ignites our creativity and focus and will serve as a framework for all communication.
REVEAL FLIP ENGAGE
INTERACT PAGE
“DESIGNED TO TURN HEADS”
PURPOSEFUL INTENDED CRAFTED FASHION
SOPHISTICATED
DOUBLE TAKE INSTANT INSTINCTIVE ATTRACT CAPTIVATE
INTERIM LOGO
During the interim period (2019) we will be using the existing Allan & Bertram logo, with the crown and tagline (size dictating). However the crown colour will now be in the same color as the logotype, reducing the use of copper across the brand communications.
The preference for the logo is to be used either in the “Graphite” colour or in white on dark backgrounds.
There is no predetermined size for using the logo but the proportion should be determined by the overall document size and space. The minimum logo size must still be adhered to.
SMALL LOGO - BLACK ONLY FOR USE WHEN UNDER 25MM
WHITE LOGO FOR USE ON DARK BACKGROUNDS
SMALL LOGO - NO TAGLINE FOR USE WHEN UNDER 20MM
The World’s Finest Calendars
OUR TYPEFACE
Agenda is our primary typeface offline. It is simple, clean and elegant. Our typeface is used in a variety of styles and weights to allow flexibility across all communication material.
AGENDA
LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789\!@£$%&+?/
MEDIUM
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789\!@£$%&+?/
BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789\!@£$%&+?/
Our secondary typeface Superior Title Light Italic - is is used for pull out or quote text only. Never use as a headline or title.
Superior Title Light italic
abcdefghijklmnopqrstuvwxyz 0123456789\!@£$%&+?/
USING OUR TYPEFACE
MAIN HEADING
Agenda Medium
100 Tracking
60% black on white backgrounds
80% black on tinted backgrounds white on dark backgrounds
PROUD TO BE MADE IN BRITAIN
YOUR CHANCE TO WIN WHEN YOU ORDER 2020 CALENDARS
We are proud that all Allan & Bertram Calendars are made in Britain. That’s why when you order our luxury B2B calendars for 2020, you will be in with a chance to win one of nine inherently British brands.
HOW CAN YOU WIN?
When you order, you will be automatically entered into our prize draw. You will have a maximum of nine chances to win one of nine prizes over January, February and March. Three prize winners will be announced at the end of each month.
WHY CHOOSE ALLAN & BERTRAM?
Designed to turn heads.
We focus on every detail when producing the World’s finest calendars to reflect the valued relationship between you and your client. From our FSC Triple Coated Art paper and stunning visuals to our high-quality packaging, we help your brand get in front of your clients 365 days a year.
View our full range of luxury calendars at: www.allanandbertram.com
BODY COPY
Agenda Light
100 Tracking
90% black on white backgrounds
Order in January: Nine chances to win Order in February: Six chances to win Order in March: Three chances to win
OUR GREAT BRITISH BRANDS INCLUDE: Harrods, Links of London, Jo Malone, Waterford Crystal, Fortnum & Mason, Thomas Lyte, Mulberry, Aspinal and Chase Distillery.
CONTACT US
sales@allanandbertram.com 01332 977687
Agenda Medium 20 Tracking
60% black on white background
80% black on tinted backgrounds white on dark backgrounds
white on dark backgrounds SUB HEADING OR INTRODUCTION PARAGRAPH
OUR TYPEFACE - ONLINE
Agenda is our primary typeface offline, howver online we use Lato as an alternative, web safe typeface.
LATO
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789\!@£$%&+?/
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789\!@£$%&+?/
COLOUR PALETTE
Our colour palette has been chosen carefully to reflect the personality and values of the Allan & Bertram brand. It also considers the content of the products we produce.
The traditional Allan and Bertram “copper” palette will be phased out and transitioned into a more neutral palette thats sits comfortably alongside the varied imagery and secondary client branding we use.
GRAPHITE
PANTONE 425
C0 / M0 / Y0 / K80
R87 / G87/ B86
#575756
MID GREY
PANTONE COOL GREY 7
C0 / M0 / Y0 / K60
R149 / G144 / B145
#959091
SILVER
PANTONE 420
C0 / M0 / Y0 / K30
R200 / G196 / B196 #c8c4c4
FOILCO 6010
A&B BLUE
PANTONE 7699
C90 / M55 / Y40 / K20
R28 / G88/ B112
#1c5870
STONE
PANTONE COOL GREY 1
C5 / M5 / Y5 / K5
R235 / G233 / B233 #ebe9e9
WHITE
DESIGN & IMAGERY
Combining the brand strategy and styling, all Allan & Bertram communication is designed to turn heads. Clean, confident layouts, with white space and elegant typography.
The use of a graphic “frame” adds interest to the design - this can be used as a keyline, a white margin around the edges or alternatvely filled with an image. This frame can be used on social media and across print.
The crown can also be used as a design element. It is used to navigate back to home on the website and can be used as a repeat icon pattern.
For imagery please use the “mock up” images that can be fully edited.
There is also the large range of photography and art used in the calendars, which can be used when advertising the calendars directly. Please make sure you copyright the original image and include the month data and calendar title.*
Please see the next few pages for design examples.
* Please be aware there maybe restrictions when using the images. Please check beforehand.
DESIGN SAMPLES
PROUD TO BE MADE IN BRITAIN
DESIGN SAMPLES
