Echo Barrier Brand Book 2018/19

Echo Barrier Brand Guidelines | Contents

Contents Marketing 1. Core Branding

& Advertising 3. Style Guide Brand Guidelines 1.0 Echo Barrier Logo 3.0 Echo Barrier Brand Values 1.1 Logo Options

3.1 Echo Barrier Tone of Voice

1.2 Logo Variations 1.3 Logo Rules

4. Co-Branding

1.4 Colour Palette

4.0 Essentials

1.5 Logo Colours

4.1 Echo Barrier Brand Band

2. Typography

4.2 Advertising 4.3 Stationary

2.0 Stag

4.4 Brand Emailers

2.1 Fruitger LT STD

4.5 Contact

Contents

Introduction These guidelines contain all the tools and resources you will need to maintain the Echo Barrier brand identity successfully, including precise information and practical examples. For quick access to individual sections or pages please see the contents page. High-resolution artwork is also available in a range of downloadable formats on request.

Great brands are made through the commitment of everyone who works with them. Whatever your relationship with Echo Barrier, your willingness to use these guidelines is important. How you implement them makes a difference and will significantly help Echo Barrier build upon its reputation. We’re all guardians of this global brand and in treating its identity with impeccable care and consistency, we protect the Echo Barrier name, ensuring success and longevity.

1. Core Branding

3. Style Guide

1.0 Echo Barrier Logo

3.0 Echo Barrier Brand Values

1.1 Logo Options

3.1 Echo Barrier Tone of Voice

1.2 Logo Variations 1.3 Logo Rules

4. Co-Branding

1.4 Colour Palette

4.0 Essentials

1.5 Logo Colours

4.1 Advertising

2. Typography 2.0 Stag 2.1 Fruitger LT STD

Introduction 1 | Core Branding | Echo Barrier Brand Guidelines

Echo Barrier Brand The Echo Guidelines Barrier| Logo Contents | 1.0

Core Branding Introduction

Echo Barrier Logo

Contents

Our logo and corporate colours are essential elements of the Echo Barrier visual identity.

Core branding is the overarching and longevity. The trade marks must term for any piece of communication therefore only be used to refer to Echo These guidelines the tools and its resources youservices. will need to Barrier, products and False produced in-house contain for EchoallBarrier maintain the Echo Barrier brand identity successfully, including precise statements or suggestions that another which doesn’t require any third party, products, are associated brand or party, information and (partnered practical with examples.

For its quick accessor toservices individual associated with, authorised by or any joint venture) or external input. sections or pages please see the contents page. High-resolution other way affiliated with Echo Barrier artwork is also available in a range of downloadable formats.

Core branding is at the root of all or its trade marks are unacceptable internal and external communication and unlawful.

Great brandsthe are made through and maintains traditional branding the commitment of everyone who works with from them.

Whatever with Echo Barrier, your Use of our trade marks must always be in foundations which all otheryour third relationship withHow the guidelines set out party, collaborative, and accordance willingness to useservice thesespecific guidelines is important. you implement above (any questions please contact associated-branded communication them makes a difference and will significantly help Echo Barrier build follow. Without this principal starting the Brand Guardians). Furthermore, upon its reputation. We’re all guardians of this global brand and in point, the Echo Barrier identity would when using any of our trade marks in treating its itidentity care consistency, protect it isand important that youwe either: not be what is today.with impeccabletext

the Echo Barrier name, ensuring success and longevity.

Echo Barrier is a registered trade mark of Echo Barrier and is protected around the World. Echo Barrier, Echo Barriers, Echo Barrier: Environmentally Sound and the E logo are all trade marks of Echo Barrier. We are committed to protecting our brand, and trade marks, to ensure its enduring success

• Put the whole mark in capital letters, i.e. ECHO BARRIER; or • Capitalize the first letter of each word in the mark, i.e. Echo Barrier This ensures that it is clear that the trade marks are trade marks, not descriptors.

Your commitment to ensuring they always appear as shown in these guidelines will protect the integrity of Echo Barrier’s name and ensure we create the best results. If you 1. Core Branding 3. Style Guide need any help or advice about the Echo Barrier Brand Guidelines, please contact the Brand at media@echobarrier.com 1.0Guardians Echo Barrier Logo 3.0 Echo Barrier Brand Values

Logo Options Echo Barrierelement Tone of The1.1 Echo Barrier distinctive script style is the 3.1 most important ofVoice our visual identity and the most potent symbol of our brand and heritage. It unites all the business 1.2 Logo elements and Variations ensures that the Echo Barrier brand stands out against competitors. For this 1.3 reason, logotype must never be redrawn4. or Co-Branding altered in any way. The logo is con Logothe Rules dent, simple and above all, effective. No other elements should therefore be used in 1.4contact Colourwith Palette direct this logo as this will only serve to weaken the strength of the brand.

4.0 Essentials 1.5 Logo Colours

2. Typography

4.1 Echo Barrier Brand Band 4.2 Advertising 4.3 Stationary

2.0 Stag

4.4 Brand Emailers

2.1 Fruitger LT STD

4.5 Contact

Logo Variations | 1.2 Echo Barrier Brand Guidelines | Contents

Introduction 1.1 | Logo Options | Echo Barrier Brand Guidelines

1.2 | ECHO BARRIER BRAND GUIDELINES | CORE BRANDING | LOGO VARIATIONS

Logo Options

Introduction

Alternative Echo Barrier logotypes are used for different styles of communication.

Although they are all centred upon the original logo, they can incorporate a variety of webThese addresses and telephone numbers tel) resources as below. Please ensure thattoyou guidelines contain all the (web tools&and you will need check which logotype is appropriate to your communication before selecting.

maintain the Echo Barrier brand identity successfully, including precise information and practical examples. For quick access to individual sections or pages please see the contents page. High-resolution Original Logo artwork is also available in a range of downloadable formats.

LOGO VARIATIONS This should be the logo of choice when applying to light backgrounds.

Logo Variations LOGO VARIATIONS

Contents

Alternative Echo Barrier logotypes are used for different styles of communication. Please consult the Brand Guardians at media@echobarrier.com for use of any of these secondary logotypes

Alternative Echo Barrier logotypes are used for different styles of communication. Please consult the Brand Guardians at media@echobarrier.com for use of any of these secondary logotypes.

1. Core Branding

SECONDARY LOGO ELEMENT

3. Style Guide

SQUARE SPACE LOGO

Secondary Logo Element This should be the logo of choice when the logo needs to be applied Often for use devices a3.0 high visual element or minimal white or minimal white space. Please consult Brand on Guardians before use. that require to a square space.

Please consult Brand Guardians before use.

1.0chosen Echo Barrier Logo Echo Barrier Brand Values Often chosen for use on devices that require a high visual element

space. Please consult Brand Guardians before use.

1.2 | ECHO BARRIER BRAND GUIDELINES | CORE BRANDING | LOGO VARIATIONS

1.1 Logo Options

3.1 Echo Barrier Tone of Voice

1.2 Logo Variations

Great brands are made through the commitment of everyone who Alternative Echo Barrier logotypes are used for different styles of communication. Please consult1.3 the Brand Guardians at media@echobarrier.com Logo Rules 4. Co-Branding works with them. Whatever your relationship with Echo Barrier, your for use of any of these secondary logotypes 1.4 Colour Palette willingness to use these guidelines is important. How you implement 4.0 Essentials them makes a difference and will significantly help Echo Barrier build 1.5 Logo Colours 4.1 Echo Barrier Brand Band upon its reputation. We’re all guardians of this global brand and in 4.2 Advertising SECONDARY LOGO ELEMENT SQUARE SPACE LOGO treating its identity with impeccable care and consistency, we protect Space Logo Oftenlongevity. chosen for use on devices that require a high visual element This shouldSquare be the2. logo ofTypography choice when the logo needs to be applied the Echo Barrier name, ensuring success and Stationary should be Guardians the logo of choice when the logo 4.3 needs to be applied to a square space. or minimal white space. Please consult Brand Guardians before use. to a squareThis space. Please consult Brand before use.

Original Lozenge Logo Please consult Brand Guardians before use.

4.4 Brand Emailers 2.0 Stag This should be the logo of choice when applying to dark or complex backgrounds.

2.1 Fruitger LT STD

4.5 Contact

Alternative Echo Barrier logotypes are used for different styles of communication. Please consult the Brand Guardians at media@echobarrier.com

Introduction 1.2 | Logo Variations | Echo Barrier Brand Guidelines

Echo Barrier Brand Guidelines Logo Variations | Contents | 1.2

before use of any of these secondary logotypes

Logo Variations

Logo Variations

ARABIC LOGO ARABIC LOZENGE Alternative Echo Barrier logotypes are used for different styles of communication.

PleaseLOGO consult the Brand Guardians at media@echobarrier.com before use of any of these This should be the logo of choice for any devices within the Middle This should be the logo of choice secondary logotypes.

Alternative Echo Barrier logotypes are used for different styles of communication. Please consult the Brand Guardians at media@echobarrier.com before use of any of these when applying to dark or secondary logotypes.

Introduction

ECHO BARRIER BRAND GUIDELINES | CORE BRANDING | LOGO VARIATIONS

Contents

These contain all the tools and resources you will backgrounds need to on devices within the East (Arabic guidelines speaking countries) complex Middle East (Arabic 1. Core Branding 3. Style Guide munication.

Please consult the Brand Guardians at media@echobarrier.com maintain Arabic Logothe Echo Barrier brand identity successfully, including precise Japanese Logo speaking countries) Thisinformation should be the and logo of choice forexamples. any devices For within the Middle Eastto (Arabic speaking This1.0 should beBarrier the logoLogo of choice for any devices within Japan (or anyBrand Japonese speaking Echo 3.0 Echo Barrier Values practical quick access individual countries) countries) sections or pages please see the contents page. High-resolution artwork is also available in a range of downloadable formats.

Great brands are made through the commitment of everyone who works with them. Whatever your relationship with Echo Barrier, your willingness to use these guidelines is important. How you implement ARABIC LOZENGE LOGO them makes a difference and will significantly help Echo Barrier build Thisupon shouldits be reputation. the logo of choice when to darkof or We’re allapplying guardians this global brand and in treating its identity with impeccable care and consistency, we protect complex backgrounds on devices within the Middle East (Arabic Arabic Lozenge Logo the Echo Barrier name, ensuring success and longevity.

This should be the logo of choice when applying to dark or complex backgrounds on speaking countries) devices within the Middle East (Arabic speaking countries)

1.1 Logo Options

3.1 Echo Barrier Tone of Voice

1.2 Logo Variations 1.3 Logo Rules

4. Co-Branding

1.4 Colour Palette

4.0 Essentials

1.5 Logo Colours

4.1 Echo Barrier Brand Band

Japanese Lozenge Logo 2. Typography

4.2 Advertising 4.3 Stationary

This should be the logo of choice when applying to dark or complex backgrounds on devices within Japan (or any Japonese speaking 4.4 countries) Brand Emailers 2.0 Stag

2.1 Fruitger LT STD

4.5 Contact

1.3 | Logo

Colour Palette | 1.4

1.3 | ECHO BARRIER BRAND GUIDELINES | CORE BRANDING | LOGO RULES 1.3 | ECHO BARRIER BRAND GUIDELINES | CORE BRANDING | LOGO RULES

1.4 | ECHO BARRIER BRAND GUIDELINES

1.3 | ECHO BARRIER BRAND GUIDELINES | CORE BRANDING | LOGO RULES

Logo Rules

Colour Palette

Clearance Zone

S S Barrier logotype geometrically is inadvisable

CLEARANCE ZONE THE CORE COLOUR PALETTE The padding zone protects the CLEARANCE ZONE from The padding logotype zone protects themisuse. logotypeThe fromminimum misuse. The minimum

1.4 | ECHO BARRIER BRAND GUIDELINES

The three colours below are Echo Barrier primary colours – the core LOGO CLEARANCE Barrier logotypeRULES geometrically is inadvisable The paddingamount zone protects logotypeisZONE from misuse.

The minimum of the padding 0.62E (the pticalCentering illusion which makes the logo appear amount of paddingThe is 0.62E (the unit of measure derived from theThecolour palette. Use in combination, they are strong brand signifiers and the Echo Barrier logotype geometrically is inadvisable zone protects the logotype misuse. minimum unit ofis padding measure derived from thefromfrom ptical illusion which makes the logo appear amount of padding 0.62E (the unit of measure derived the Centering Barrier optical center not the a fixedEcho point which relative ‘E’ in Echo Barrier).

These exact isfigures are available with the first ‘E’ in Echo Barrier).

These exact fundamental to brand identity. It is important they are used carefully as there is aissubtle optical illusion makes logotype the logofirst appear amount of padding 0.62E (the unit of measure derivedare from the The Core Colour Palette The three colours below are Echo Barrier primary colours – the core optical geometrically center is not a fixed point relative Barrier).

These exact figures are available with the is inadvisable as there is first a ‘E’ in Echo figures are available with the rest The four colours below are powerful Echo Barrier primary colours – the core colour palette. Use it istoo bestlow to down. get your in. center However thea fixed point rest of the media pack toinassist them. are availableon The eye optical is not relative first ‘E’ Echoanyone Barrier). who Theseneeds exact figures with the core items so that they remain and effective brand elements. subtle optical illusion which makes the logo of the media pack to assist anyone colour palette. Use they in combination, they are strong brandand signifiers and it is best to get your eye in. However the rest of the media pack to assist anyone who needs them. in combination, are strong brand signifiers are fundamental to brand identity. to geometric center, itThe isdown. best getofyour However rest of the media pack to assist anyone who needs them. appear too low The optical center is the guideline for placement: the totop the eye in. who needs them.

It isfundamental important to they are used Itcarefully on they coreare items that they remain powerful and are brand identity. is important used so carefully guidelinenot foraplacement: The the top the fixed point relative toof geometric center, following is a good guideline for placement: The the top of the effective brand elements.

62% of its own height above the geomtric best to get your eye in. However the on core items so that they remain powerful and effective brand elements.

62%logotype ofititsisown height above the geomtric should is falla 62% its own height the geomtric following good guideline forabove placement: the logotype is defined fromofthe top of the thecenter. logotype isheight defined from the top of the from The top of the logotype fall the 62% (the of the logotype is should defined topof of the SLATE GREY EB GREEN EB ORANGE PALE GREY f the type bellow, “Environmentally Sound” its own height above the geometric center.

PANTONE 432 C PANTONE 7729 C PANTONE 158 C PANTONE 5527 C of the type “Environmentally Sound” logo to bellow, the baseline of the type bellow, “Environmentally Sound” C:78 M:61 Y:49 K:50 C:94 M:36 Y:74 K:37 C:0 M:64 Y:91 K:0 C:30 M:15 Y:23 K:1 (the height of the logotype is defined from #333d47 #005844 #ef7521 #bcc7c4 in this case.) the top of the logo to the baseline of the type bellow, “Environmentally Sound” in this SLATE GREY EB GREEN EB ORANGE PALE GREY PANTONE 432 C PANTONE 7729 C PANTONE 158 C PANTONE 5527 C case.)

C:78 M:61 Y:49 K:50 C:94 M:36 Y:74 K:37 C:0 M:64 Y:91 K:0 C:30 M:15 Y:23 K:1

THE CORE COLOUR PALETTE

#333d47

#005844

#ef7521

#bcc7c4

THE SUPPLEMENTARY COLOUR PALETTE Our secondary colours shown below can be used in combination

The Supplementary Colour Palette

Minimum Size of Logo

Our our secondary colours shown subtle belowdifferentiation can be usedand in combination with our core colours, with core colours, introducing variety to SIZE MINIMUM SIZE OF LOGO The MINIMUM size indicated aboveOF is LOGO the THE SUPPLEMENTARY COLOUR PALETTE introducing subtle differentiation and variety to applications.

They too must be used MINIMUM SIZE OF LOGO The size abovereproduction is thefor minimum size for print reproduction applications. They too must be used carefully to complement and enrich minimum size print The size indicated above isindicated thefor minimum size print reproduction 62%

62% 62%

carefully to complement andbelow enrichcan ourbe strong identity.

Our secondary colours shown used brand in combination The size indicated isEcho the minimum size for print reproduction of theabove Echo Barrier logotype. of the Barrier logotype.

On every occasion therefore strong brand identity. of the Echo Barrier logotype. On every occasion therefore our with our core colours, introducing subtle differentiation and variety to OnBarrier every occasion therefore of the Echo logotype.

On every occasion therefore reproduction of these elements should be checked to ensure the of should these elements reproductionreproduction of these elements be checked to ensure the applications. They too must be used carefully to complement and enrich reproductionshould of these elements should to ensure the quality and legibility istoofbe thechecked highest possible standard. be checked ensure the quality and legibility is of the highest possible standard. our strong brand identity. quality and of the highest quality and legibility is of legibility the highestispossible standard. possible standard.

100%

100% 100%

30mm

30mm

RICH GREEN

CREAM

PALE GREEN

PANTONE 7764 C

PANTONE 7401 C

PANTONE 618 C

C:59 M:47 Y:78 K:46

C:4 M:12 Y:43 K:0

C:33 M:28 Y:85 K:11

#545333

#f8e0a4

#ad9d3b

RICH GREEN

CREAM

PALE GREEN

PANTONE 7764 C

PANTONE 7401 C

PANTONE 618 C

WHITE C:0 M:0 Y:0 K:0 #ffffff

30mm

WHITE

1.5 | Logo Colours

and forms a strong and well recognised visual identity and should

through the relevant input to your working colour space. For

always be used for items requiring core branding creative.

screen media be sure to use RGB colour space and Hex values only (eg.#D4742D). For print media be sure your colour space is CMYK

Logo Colours LOGO COLOURS

Logo Colours | 1.5

and when picking colours only CMYK and Pantone references are 1.5 | ECHO BARRIER BRAND GUIDELINES | CORE BRANDING | LOGO COLOURS acceptable.

Logo on Backgrounds

1.5 BARRIER | ECHO BARRIER GUIDELINES | CORE BRANDING 1.5 | ECHO BRAND BRAND GUIDELINES | CORE BRANDING | LOGO

The primary colour palette for the logotype are Pantone Echo Barrier

Great care should be taken when using the logo against different backgrounds. Following COLOUR SAMPLING these simple rules will ensure it remains a visible and effective branding device, whatever the with background.

1.5 | ECHO BRAND BRAND GUIDELINES | CORE BRANDING | LOGO 1.5 BARRIER | ECHO BARRIER GUIDELINES | CORE BRANDING The colour palettes have already been outlined in this booklet

Green 7729 c and White. This green is the original H2 barrier colour

CMYK, Pantone references and Hex values, only apply the colours Great care should be taken when using the logo against different backgrounds. Following these simple rules will ensure it remains a

LOGO ON BACKGROUNDS LOGO ON BACKGROUNDS

Great care should be taken when using the logo against different backgrounds. Following these simple rules will ensure it remains a visible a The primary colour palette for the logotype are Pantone Echo Barrier Green 7729 c It is recommended to use the Green Echo Barrier On light colour backgrounds it is recommended logo on light photographic backgrounds. Try to that the logotype in Green is used.

Using the through the relevant input to your working colour space.

Forbranding and a strong well recognised visual identity andbarrier should colour effective device, whatever the background. effective branding device, whatever the background. andforms White.

Thisand green is the original Echo and forms a strong and well LOGO ON BACKGROUNDS LOGO ON BACKGROUNDS ensure the area of the photograph where the logotype in White on light backgrounds is recognised andbranding shouldcreative. always be used forscreen items requiring branding media be sure tocore use RGB colour space and Hex care values only always be used visual for itemsidentity requiring core Great should taken when using theusing logo against backgrounds.

Following these simple rules willrules ensure itensure remains visible an logotype is placed is not too busy and is ofit a not advisable due to the lack of contrast, and different Great carebe should be taken when the logodifferent against backgrounds.

Following these simple will remains a

consistent tone.

visibility may be compromised. (eg.#D4742D). For print media be sure your colour spaceconsequently is CMYKbranding effective branding device, whatever the background. effective device, whatever the background.

and when picking COLOURS colours only CMYK and Pantone references are 1.5 | ECHO BARRIER BRAND GUIDELINES | CORE BRANDING | LOGO acceptable.

COLOUR SAMPLING

one Echo Barrier

The colour palettes have already been outlined in this booklet with

On light colour backgrounds On light colour backgrounds

It is recommen It is recommended to

it is recommended it is recommended that the that the

the

logotype logotype in Green in is Green used. is used.

logo photograp on light logo on light

Using the colour in White On light backgrounds On light backgrounds Using thecolour logotype inlogotype White

backgrounds.

Itbackgrounds. is recommended to Tryu It Try is to recomme ensure

on backgrounds is not itonis light recommended that it islight recommended the backgrounds is the not that

ofGreen the phot the Echo Barr the area ofGreen thearea photograph whE

the logo on light photograp logo on light the logotype islogotype placed isis

the Echo Green BarE Green

H2 barrier colour

CMYK, Pantone references and Hex values, only apply the colours

advisable toofthe islack of logotype Green is lack used. logotype in Green used. advisable in due to thedue consequently Using the contrast, logotype White Using theinand logotype in White contrast, and consequently

too busy and isTryot backgrounds.

Try backgrounds. too busy and is oftoaensure consist

ntity and should

through the relevant input to your working colour space. For

visibility may be not compromised. on light may backgrounds is onbelight backgrounds is not visibility compromised.

area photograph wh area of the phot tone.of the tone.

eative.

screen media be sure to use RGB colour space and Hex values only

Colour Sampling (eg.#D4742D). For print media be sure your colour space is CMYK

The colour palettes have already been outlined in this booklet with CMYK, Pantone and when picking colours only CMYK and Pantone references are references and Hex values, only apply the colours through the relevant input to your working colouracceptable. space. For screen media be sure to use RGB colour space and Hex values only (eg.#D4742D). For print media be sure your colour space is CMYK and when picking colours only CMYK and Pantone references are acceptable.

advisable due to thedue lacktoofthe lack of advisable

the logotype placed isisn theislogotype

contrast, consequently contrast, and consequently On dark colour backgrounds it is and strongly recommended that the Lozenge inbe compromised. visibilitylogotype mayvisibility be compromised. may White is used. This assures full legibility of the logo.

busy and of a consiste toois busy and is o It is recommended to use the WhitetooLozenge Echo Barrier logo on dark photographic tone. tone. backgrounds. Try to ensure the area of the photograph where the logotype is placed is not too busy and is of a consistent tone.

It is recommend It is recommended to use

White Echo Lozenge White Lozenge Bar

logo photograp on dark logo on dark On dark colour backgrounds it On dark colour backgrounds it

backgrounds.

Itbackgrounds. is recommended useTryt It isTry recommend to to ensure

is strongly recommended that is strongly recommended that

ofEcho the phot White Barr White Lozenge area of Lozenge thearea photograph wh

the

the Lozenge

Lozenge logotype logotype in

in

the logo on dark photograp logo on dark the logotype islogotype placed isis

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area photograph wh area of the phot tone.of the tone.

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White is used.

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too busy and of a consiste toois busy and is o

legibility of legibility the logo.of the logo.

tone.

Lozenge the

logotype Lozenge

in logotype

tone.

2 | Typography

Stag | 2.0

Typography Typography is a fundamental element in creating and protecting Echo Barrier distinctive brand identity.

It is a subtle and more complex element than the logotype or colour palette. It is also a powerful brand signifier in its own right, bringing personality and consistency to all communication, infusing everything with the essential Echo Barrier look and feel. Echo Barrier branding always appears in one of two type fonts – Frutiger LT Std or Stag.

STAG Stag Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890

Stag Medium is one of our two primary typefaces. It is reserved for main titles, headings and to provide body copy and paragraphs with a strong visual impact.

No other weights of Stag are to be used in any circumstance or adapted.

2.1 | Frutiger LT Std

Echo Barrier Style Guide | 3

Frutiger LT Std Frutiger LT Std 45 Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890

Frutiger LT Std 45 Light Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890

Frutiger LT Std 65 Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890

Frutiger LT Std 65 Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 123456789012345678901234567890

Frutiger LT Std 45 Light is one of our two primary typefaces. This is the go to typeface

for body copy in all comunications.

Frutiger LT Std 65 Bold is the boldest Frutiger LT Std used. It is reserved for headings and sub-headings. It is also employed to provide emphasis in body copy set in Fruitger LT Std 45 Light only. In addition it is ideal for body copy set in Fruitger LT Std 45 Light only.

In addition it is ideal for body copy that has been reversed out of a solid colour.

Frutiger LT Std Italic is reserved purely to provide emphasis in body copy, or for captions

supporting images.

Echo Barrier Style Guide

3.0 | Brand Values

Tone of Voice | 3.1

Echo Barrier Brand Values

Echo Barrier Tone of Voice

Unobstrusive

Echo Barrier can appear as both a singular form as written, as well as in its plural form of Echo Barriers when referring to the Echo Barrier acoustic barriers.

• Ahead in the field of presentability and customisable solutions.

• Appropriate image for any project.

• Image enhances efficiency of product and reduces complaints.

Inimitable • IP protected.

• Advancing technologies.

• Rigorous testing guarantees efficiency.

Trusted • Recognised by leading organisations in construction and acoustics.

• Proven track record with large scale, prestigious municipal and private contracts.

Green • Noise mitigation seen as part of a holistic philosophy of environmental responsibility.

• Durable and reusable products and permanent FSC approved NoiStop products.

Ease • Easy on the eye design.

• Easy to install noise mitigation systems.

• Range of options for every need.

Echo Barrier

Echo Barriers

The primary letters can also be adjusted as appropriate to appear both in upper case as well as lower case, where it is possible to build on the brand, to allow the acoustic barrier terminology to become more closely associated with echo barrier product.

Echo Barriers

echo barriers

Echo Barrier Buzz Words • • • • • •

World leader Quality Informative Innovative Pioneering Knowledgeable

• • • • • • • • •

Environment Eco-friendly Noise mitigation Acoustic engineering Technology Noise reduction Market leading Considerate Relationships

Echo Barrier Bad Words • Cheap, Replica, Copy

Social Media

These should be perceived as friendly, enthusiastic and informative in order to build on the brand, as well as to educate the readers about issues associated with the brand or associated issues.

Statuses should contain information to ensure they are at least one of the below: Enthusiastic, informative, helpful, educational.

4 | Co-Branding

Co-Branding Essentials | 4.0

Co-Branding Essentials

Co-Branding

• Please pay particular attention to Echo Barrier tone of voice guidelines, especially where dates, times, departures and addresses are concerned • The collateral must sit comfortably with the Echo Barrier tone of voice in terms of clarity, consistency and sophistication

The Echo Barrier Core Brand sometimes works in conjunction with another brand, for example on a brand mailer or an association.

In this case, where the piece produced represents Echo Barrier and an external brand in equal proportions, the brand guidelines are often more maleable to ensure a compromise is reached. Although the Echo Barrier brand guidelines set the precedent.

• Terms and conditions must be written in accordance with the Style Guide and approved by the Echo Barrier Brand Guardians • Under no circumstances should any collateral feature third party web addresses • It is essential to follow the brand band sizing guidelines as stipulated for each variation on internal or external communication • All collateral is subject to copy, artwork and brand approval by the Echo Barrier Brand Guardians at media@echobarrier.com

Echo Barrier A4 Press Ad

Introduction 4.1 | Advertising | Echo Barrier Brand Guidelines

Echo Barrier Brand Guidelines Advertising | Contents | 4.1 ARTWORK

Advertising

Echo Barrier Introduction Advertising

Contents

World leading temporary noise control Simply the best, proven in the lab and in the field, Echo Barrier products consistently reduce noise by 90-99% whatever your industry.

These guidelines contain all the tools and resources you will need to Print maintain the Echo Barrier brand identity successfully, including precise Advertising imagery must correspond to the content and assure the correct message of and practical For quick access tofocal individual our information brand is communicated.

Stock examples. images are prefered as the primary point and sections or pages please see the contents page.

High-resolution high quality, clear images of the barriers to illustrate the product elsewhere. Contact Echoinfomation Barrier A4must Press Addisplayed be clearly and away the primary formats. content artwork is also available in a range of from downloadable Echo Barrier A4 Press Ad OPTION 1 Icons in a right sided flag, with call to action and product image in the bottom third ARTWORK

1. Core Branding World-leading temporary 1.0 Echo Barrier Logo noise control

1.1 Logo Options

Lightweight and easy to transport

Long lasting superior durability

Worldwide warranty

Up to 99% noise reduction (40dB+)

1.2 Logo Variations echobarrier.com | info@echobarrier.com

Great brands are made through the commitment of everyone who works with them. Whatever your relationship with Echo Barrier, your willingness to use these guidelines is important. How you implement them makes a difference and will significantly help Echo Barrier build upon its reputation. We’re all guardians of this global brand and in treating its identity with impeccable care and consistency, we protect the Echo Barrier name, ensuring success and longevity.

3. Style Guide

1.3 Logo Rules

3.0 Echo Barrier Brand Values

3.1 Echo Barrier Tone of Voice Echo Barrier A4 Press Ad Lightweight and easy to transport

Long lasting superior durability

Up to 99% noise reduction (40+dB)

12 months warranty

ARTWORK +44 (0) 845 561 3246 | echobarrier.co.uk | info@echobarrier.com

4. Co-Branding

International Patent Protection, Copyright and Trademark protected.

International Patent Protection, Copyright and Tradmark protected

1.4 Colour Palette 1.5 Logo Colours

4.0 Essentials OPTION 1

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World-leading temporary 4.1 Echo Barrier Brand Band noise control

4.2 Advertising

Proven in the lab and in the field, Echo Barrier

2. Typography

products consistently reduce noise by 99%.

4.3 Stationary

2.0 Stag

4.4 Brand Emailers

2.1 Fruitger LT STD

4.5 Contact

Lightweight and easy to transport

Long lasting superior durability

Worldwide warranty

Up to 99% noise reduction (40dB+)

echobarrier.com | info@echobarrier.com

International Patent Protection, Copyright and Trademark protected.

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Contact For any information on Echo Barrier Brand Guidelines, Please contact the Echo Barrier Brand Guardians at: media@echobarrier.com

Product information can be found on our website at: www.echobarrier.com To view our latest brochure online, please follow the link: Echo Barrier Brochure

Group Head Office Echo Barrier Limited Corserv House 118a Newmarket Road Bury St Edmunds Suffolk IP33 3TF United Kingdom

Echo Barrier USA head office Echo Barrier USA 150 N Michigan Ave. (Suite 2800) Chicago IL 60601 USA Tel: + 1 (800) 728 9098

Echo Barrier Mainland Europe Echo Barrier s.r.o Narodna trieda 39 04001 Kosice 1 Slovensko Slovakia Tel: + 421 904 228616 Fax: + 421 55 230 1322

Tel: + 44 (0) 845 561 3256 Fax: + 44 (0) 207 900 3489

Š copyright Echo Barrier 2018

Echo Barrier Australia/NZ Echo Barrier Australia Pty Ltd Level 32 101 Miller Street North Sydney NSW 2060 Australia

Echo Barrier East Asia Echo Barrier Singapore and East Asia 21st Floor Phoenix Building 23 Luard Road Wan Chai Hong Kong SAR

Tel: + 61 2 8006 1131

Tel: + 85 281 257 510