These guidelines have been produced to ensure maximum benefit is gained from our corporate identity and to maintain a coherent and recognisable brand. The brand identity is created using three core elements:
1. Logo 2. Typeface 3. Colours
These guidelines are intended to provide a framework in which to produce design continuity for marketing, internal and external communications and is intended to outline the general rules when using all of Surecall Recruitment’s brand assets, including the sub-brands.
Consistency is key in helping people to recognise any references to Surecall Recruitment and protect our company brand. It is essential to only use the approved artwork files supplied with these guidelines and not, for example, logo artwork found that has been found online. This is to maintain the standard of quality and professionalism that we portray as a company.
Surecall Recruitment
Core identity
Core brand
The Surecall Recruitment logo is the mark for the core Surecall Recruitment brand and should only be used in communications and items which relate to the company as a whole, not its sub-divisions or business activities.
For example:
• Corporate communications
• Corporate stationery
• Corporate merchandise
• Corporate websites and social media channels
• The email signatures and business cards of corporate personnel from Business Development, Payroll, Marketing and Operations
Single colour versions
The Surecall Recruitment logo should be used in full colour in all cases, except where this is not possible – if there are limitations to colour reproduction, for example.
Exclusion zone
In order for the Surecall Recruitment logo to stand out when used in conjunction with other logos or graphic elements, we have devised an ‘exclusion zone’ around it which indicates the minimum amount of clear space to be left around it, and in which no other elements should appear.
Minimum size
The recommended minimum width to print the logo is 15mm or for screen use the minimum display size is 45 pixels. This applies to all sub-brands too.
The exclusion zone is measured using the height of the letter ‘l’ from the logo.
Bad practice
To keep the integrity of the brand, and all the sub-brands, you should NOT change the logos in any way or attempt to redraw them.
any elements
Brand colour palette
The Surecall Recruitment brand has two core colours; the green and grey. There is a graduation of the green applied to the ‘Surecall Globe’ to give it a 3D effect This graduation is not to be used or recreated in any other instance – for example in presentations or internal documents.
It is important for brand consistency that all uses of the Surecall Recruitment core colours be standardised, so please use the colour formulas presented below for either screen or print use. Please do not use the eyedropper tool to select the colours in graphics software.
Brand typography
The Surecall Recruitment brand typeface is Montserrat. The font can be used in the various weights included with each family, but try to minimise the amount of weights used in one document. It is freely available to download on Google Fonts.
Montserrat Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*()
Montserrat Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*()
Montserrat Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*()
Montserrat Semi Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*()
Montserrat Black
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*()
Surecall Recruitment
Sub-brands
Surecall Recruitment Sub-brands
There are currently four sub-brands within the company:
• Surecall Specialist Driving Agency
• Surecall Driver Training School
• Surecall Medical Recruitment
• Surecall Tech Recruitment
Each has a distinct identity within the Surecall Recruitment brand umbrella and each must be treated the same way as the Surecall Recruitment core lockup, maintaining consistency by using the correct artwork, colour palette and logo rules.
The Surecall Recruitment sub-brand lockups should be used in full colour in all cases, except where this is not possible – if there are limitations to colour reproduction, for example.
The same rules apply to these lockups as per the core brand with regard to clearance around them and distorting or obscuring them. Please refer to page 6 of this guide for details.
Surecall Recruitment Specialist Driving Agency
The Surecall Recruitment Specialist Driving Agency brand uses the core brand colours only. As with all other branding, it is preferable to use the main lockup (right) where possible. This sub-brand represents all communications and activity relating to our transport and logisitics activities and appears on all business cards and email signatures used by staff operating within this business.
Single Colour version
Sub-brand colour palette
Surecall Driver Training School
The Surecall Driver Training School brand uses the core brand colours only. As with all other branding, it is preferable to use the main lockup (right) where possible. This sub-brand represents all communications and activity relating to the driver training school and appears on all business cards, email signatures, websites, social media activities within this business.
Single Colour version
Sub-brand colour palette
Surecall
Medical Recruitment
The Surecall Medical Recruitment brand has a secondary colour which is used as an accent on the website, social media posts and can be used sparingly in any printed matter referring to this sub-brand specifically. The secondary colour must not appear in relation to any other of the other Surecall Recruitment sub-brands. This sub-brand is to be used for all communication and activity specific to Medical recruitment.
Single
Colour version
Sub-brand colour palette
Surecall Tech Recruitment
The Surecall Tech Recruitment sub-brand is currently the only one which has a colour palette that differs from the Core Surecall Recruitment brand. The palette consists of a dark blue with a lighter blue accent colour. It also features a gradient which appears in the ‘Surecall Globe’. This gradient can also be used in conjunction with the logo on digital and printed material. It must not appear in relation to the Core brand or any other of the other Surecall Recruitment sub-brands. This sub-brand is to be used for all communications and activity specific to Tech recruitment.
Single Colour version
Sub-brand colour palette
Surecall Recruitment
Image treatment and use of icons
Photography
When images are required in printed material or online for website or social media content, we like to use stock images that are stylish, natural looking and not too obviously staged (where a subject is looking directly at the camera, for example). See some examples of the photographic style below.
Image treatment
Part of our brand visual language is the use of photos which are utilised in conjunction with coloured backgrounds and tints using the brand colours. Photos are used in black and white and a colour panel is applied over it and blended (using the ‘multiply’ setting in Adobe products). Alternatively, the images can be coloured using the brand palette and used as a tint. See examples below.
100% Surecall Green panel applied over the image and set to ‘multiply’
Use of icons
As part of the overall style, from print to digital, we have used icons to accompany text and illustrate the points we need to highlight. The icons are used in a single colour and are simple and modern. This style needs to remain so that it remains coherent within the brand, so any new icons must be very similar.
It is also important to use them sparingly as it is very easy to complicate a design with too many icons. See examples of some of the icons and ways in which they have been used below.
