Royal James Brand Guidelines

Brand Manuel

Royal James

0.1 Brand Concept

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A logo and colour palette is the most direct way to visually communicate a brand in the marketplace. The logo of Royal James is a fusion of the lotus flower and the royal crown, designed with the treatment of Victorian ornamentation. The result is a seal-like emblem, which affirms the trust and professionality of Royal James services and properties.

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Brand Manuel

Royal James

0.2.2 Brand Signature

Horizontal and Verticle Signature

Hallmark

Logotype

The logo should be the most preferred orientation applied in web and other print collaterals. On the other hand, if this logo compromises with the orientation of the collateral rendering it unclear or suffering in terms of visibility, then the other two variations should be considered.

The horizonatl orientation can be preferred when the collateral requires a strong horizontal composition.

Brand Manuel

Royal James

0.2.3 Brand Signature

In a scenerio where a coporate tagline is needed for the branding, the following example is how the brand should put the tagline to the brand.

Logotype Tagline Application

Brand Manuel

Royal James

0.3.1

4 Process Colour

Brand Colour

Coporate colours in this manual foolow accordingly to th international Pantone Matching System (PMS), with Process equivalents illustrated below.

The following colour palette has been selected for use in printed and digital communications.

CMYK RGB

55 / 6 / 26 / 0 112 / 190 / 192

85 / 36 / 45 / 9 27 / 123 / 130

CMYK RGB

0 / 0 / 0 / 16 218 / 219 / 220

0 / 0 / 0 / 45 157 / 159 / 162

Brand Manuel

Royal James

0.3.2

GreyScale

Brand Colour

Royal James Brand logo may be reproduced in reverse greyscale depending on the application and method of reproduction. This version is only used when there is a colour limitation in print production. Although the logo looks best in full colour, flexibility to accomodate other colour usage is crucial as well.

CMYK RGB

33 / 26 / 27 / 0 174 / 174 / 174

56 / 48 / 47 / 14 114 / 114 / 114

CMYK RGB

13 / 10 / 11 / 0 218 / 218 / 218

40 / 33 / 33 / 1 159 / 159 / 159

Brand Manuel

Royal James

0.3.3

Solid Colours

Brand Colour

Royal James Brand logo may be reproduced in solid colour depending on the application and method of reproduction. Although the logo looks best in full colour, flexibility to accommodate other colour usage is crucial as well. This version is only used when there is a colour limitation in print production.

CMYK RGB

0 / 0 / 0 / 54 140 / 142 / 144

CMYK RGB

55 / 6 / 26 / 0 112 / 190 / 192

Brand Manuel

Royal James

0.3.4 Brand Colour

On Dark and Light Background

Brand Manuel

Royal James

0.4 Exclusive Zone

Exclusive zone is the minimum area of space around the logo that must always be remained clear of any graphic elements or text. It is defined to ensure that our logo always communicates clearly and with maximum impact.

The exclusive zone for the different signatures is determined by the illustrations as indicated.

Square and Horizontal Relation

Brand Manuel

Royal James

0.5

Square and Horizontal Relation

Minimum size 24 mm

38 mm

It is defines to ensure that the coporate logo always remains legible. Do not use it any smaller than the specific size.

Brand Manuel

Royal James

0.6 Logo Misuse

Do Nots

DO NOT distort or redraw the logo.

DO NOT alter the proportions of the logo or use it without the Hallmark.

DO NOT alter the colours within the logo or use it any colour not specified in this guide.

It is essential that the logo is always implemented correctly and consistently.

The incorrect examples shown are not intended as a definitive list.

Always use sensible discretion and adhere to the Royal James corporate brand guidelines when applying the logo.

Brand Manuel

Royal James

0.6 Logo Misuse

Do Nots

DO NOT outline or apply any special effects to the logo.

DO NOT use the logo on background that compromise its legibility.

It is essential that the logo is always implemented correctly and consistently.

The incorrect examples shown are not intended as a definitive list.

Always use sensible discretion and adhere to the Royal James corporate brand guidelines when applying the logo.

Brand Manuel

Royal James

0.7 Corporate Typeface

Typography

Primary Typeface

GEOGROTESQUE text

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*( )

Typeface are a unique representation of style and personality. Consistent use of typefaces contributes to the effectiveness of Royal James corporate expression. This typefaces are recommended typefaces for all kinds of Royal James Brand prints and collaterals.

Brand Manuel

Royal James

0.8 Application

Letterhead