Brand Guidelines Reduce ambiguity and provide clear direction to your teams and partners on branded assets.
Brand Logo
Name, company logo, colours, typeface:
application of Affordable Funerals brand
these are the pillars of the identity of the
elements to a range of marketing materials.
company. Their characteristics ensure an
This guide will help you express our brand
individual and consistent image of the
and convey our key strengths and values to
company on the market.
the correct standard.
A brand’s logo is one of the core elements
The following pages are designed to help
of its visual identity. It is because of this
you present a consistent, coherent and
reason every brand wants to opt for a
clear image. It is essential that the advice
design that is unique, aesthetically enriched
and guidance contained is correctly
and represent the organization at its best.
interpreted and carefully applied to achieve
These Brand Guidelines have been created
maximum impact whilst maintaining the
to provide a framework for the successful
integrity of the Affordable Funerals brand.
B ran d Log o
The Affordable Funerals identity reflects
logo is presented in a strong and consistent
its brand positioning with a prestige,
manner in order to achieve maximum
contemporary and inclusive aesthetic.
impact.
It is important that the Affordable Funerals
C l e ar Space
A minimum
area
of space
must
always
surround the mark/logotype. This area of
ensuring that other visual elements are kept clear from the mark.
isolation allows the identity to stand out by
X
X
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Log o A lt er nat i ves
The full colour logo should always be
logo onto photographic assets by ensuring
used where possible, but when needed an
that the logo maintains a high degree of
alternative can be used. Discretion should
legibility.
be taken regarding the placement of the
Full Colour
Inverted
Greyscaled
On Photographic
Da n d e l i on Element
The dandelion element from the main
a low opacity, again discretion should be
logo can be used to portray the Affordable
taken regarding the placement of this
Funerals brand. It can be used subtly at
element onto photographic assets.
Full Colour
Inverted
Greyscaled
On Photographic
Brand Colors
Co l ou r P al ett e
Our most prominent colours are navy blue
to communicate a clear and consistent
and olive green. Accurate reproduction
message about the company.
of the brand colour scheme is essential
PANTONE Reflex Blue CP
PANTONE 7741 CP
WHITE
CMYK 98 / 84 / 19 / 5
CMYK 100 / 0 / 100 / 10
CMYK 00 / 00 / 00 / 00
RGB 239 / 65 / 48
RGB 65 / 64 / 66
RGB 255 / 255 / 255
HEX #EF4130
HEX #414042
HEX #FFFFFF
Typography
Ty p efac e
Work Sans should be used at all times when
Ensure the use of weights are appropriate to
available to clearly represent the brand and
create a clear visual hierarchy of information.
ensure consistency across all media and platforms.
Work Sans Regular SemiBold Regular:
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
SemiBold:
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
Photography
B ran d Im a ger y
Images for Affordable Funerals should reflect
minimal, be of a professional quality and be
the professionalism and high standard of
visually interesting.
service they offer. Images should be simple,
Brand Guidelines Last updated: November 2021