Design Studio Design Studio

Our guide to designing the Barnett Waddingham way

Design studio

Brand expression

Logo

Colour

Creative assets

Typography

Imagery

Video

We keep things simple

Our visual brand is key to how others perceive us. If you need more information about these guidelines, our Marketing team can help.

We are a leading independent UK professional services consultancy at the forefront of risk, pensions, investment and insurance.

The BW logo is the most immediate representation of our organisation, our people and our brand.

Primary logo

Our structure and ethos of independence liberate our people to work with clients in a more personal way.

Our logo is the primary way to identify our brand. It includes our name, mark and strapline 'beyond the expected'.

MINIMUM SIZE To maximise legibility and visual effectiveness. Print: 30mm wide Digital: 113px wide

CLEAR SPACE It's important that nothing infringes on the logo. A minimum clear space created is equal to the cap height of the BW name.

REPRODUCTION It should not be recreated, edited or modified in any way. When using the logo we ask that the following guidelines are adhered to:

Wherever possible the BW logo should feature full colour against a white background. Mono and reversed versions are available for use when restricted to single colour application or against a coloured background/image.

Note

The BW mark helps create a robust identity. Use of this mark allows us to adapt our logo presence for varying layouts, platforms, devices, browsers and screen resolutions, while retaining brand recognition.

BW mark

#0069B4

RGB 0 105 180

The primary colour is an integral part of BW's brand toolkit and is used in conjunction with colours from the secondary palette.

CLICK ON SWATCH

HOVER ON LOGO

#00B5AD

#F1C845

RGB 241 200 69

#926dad

RGB 146 109 173

#009FE3

RGB 0 159 227

RGB 0 181 173

HOVER ON SWATCH

The secondary palette is used to enhance multi-colour applications such as infographics, icons and buttons. They can also be interpreted in photographic images in order to strengthen visual identity.

Typography

Consistent use of typography is important. Our brand font is Museo Sans Rounded - used on all our external marketing communications, applied to headings, sub-headings, captions and body text.

Museo Sans Rounded

100

300

500

700

Heading

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.

Subheading

Brand expression

Our independence gives us the freedom and resolve to do the right thing for clients, every time. This allows our people to think differently – we're free thinkers.

Creative assets

Creative assets are used to help with structure and to guide our audiences to key content. Our design layouts include the arrangement of images, text and space which relate to each other to help the viewer absorb the key messages.

Primary application

Secondary application

Tertiary application

The primary colour is an evolution of our brand heritage and should be used across all branded communications.

Primary colour

The secondary colour palette complements the primary blue colour, adding depth and tone.

Secondary palette

HOVER ON SWATCH

The ellipse shape is one of the core creative assets of the Barnett Waddingham brand. This should consistently be used only as background artwork or as a tool to house imagery and text.

Ellipse

Primary application

Secondary application

Tertiary application

It is imperative that icons used are clear and simple to understand. We apply line-based styling with a focus on soft rounded corners to compliment the Barnett Waddingham brand.

Icons

The primary button should feature on all our digital assets. The secondary option is for application on hero content like email headers, carousel banners and landing pages.

Buttons

Learn More

HOVER OVER BUTTON

SECONDARY White keyline style with white fill, reversed text rollover function

PRIMARY Secondary palette green with primary blue rollover function

Imagery

As part of our visual brand, it is important that we use imagery that is consistent in style, colour, content and composition.

Image selection should have a contemporary, authentic style and be reflective of the diversity of our people.

Individual or group composition with a fresh feel, use of natural light and sensitive to the brand colour palette.

Video

Our video identity is constantly adapting to the growing number of digital channels. The above guidance on layout, colour and imagery also applies within this medium.

Colour

Colour continuity of our identity and associated elements is critical to the brand's success. Primary and secondary palettes have been created to allow creative expression within prescribed parameters.

Our focus is on people and should be the predominant feature within all compositions. Key considerations for image selection are UK-centric, demonstrate an engaging work environment and contain elements of our brand colour palette.

Stock imagery

Barnett Waddingham imagery should only be used when we are referencing our people and workplace culture.

Barnett Waddingham imagery

Wider impact strategy

Financial impact on schemes

View of the employer

Demand from members

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20%

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100%

COLOUR See above for breakdown of standard colour application to headings, sub-headings, captions and body copy against a white background.

HIERARCHY Different weights of Museo Sans Rounded may be applied where emphasis on words or sentences is required, such as key figures, quotes and captions.

HOVER ON SAMPLE

Email header

Social post

Website banner

Learn More

The Barnett Waddingham brand should remain clear and visible throughout, but give the content enough room to tell the story.

Bespoke video content

DOWNLOAD

HOVER OVER OPTIONS

Caption

Typical examples of this might be through the use of letters, emails, Word documents, Powerpoint presentations and Excel spreadsheets.

Many of our digital documents are shared between internal and external users who won't have our brand font installed on their devices. For this reason we use the substitute font Segoe UI, universally available by default in standard desktop programs.

Secondary font

Segoe UI

Light

Regular

Semibold

Bold

To help support visual consistency with bespoke footage we provide a video template to use

This includes using the brand typeface for typographic application and a clear end frame that includes the BW logo animation with a relevant call to action.

When creating bespoke video content ensure that there is a clear area for the BW logo to feature, and that brand colours / creative assets are used.

ALIGNMENT Left alignment is predominantly used, although centre alignment can also be applied for key statistics supported by icons.

Typography in use

Museo Rounded (300) #0069b4

Museo Rounded (300) #009fe3

Museo Rounded (700) #00b5ad

Museo Rounded (300) #464547

Use of the ellipse shapes as a background element to cover designs, adverts, flyers and headline images.

Use of a single ellipse shape to enhance the visual layout of documents; used to house imagery, quotes or key information.

Use of a collection of brand coloured ellipse shapes to enhance inset images used within document layouts.

Clarity

Making complex information easy to understand is critical to fulfilling our promise of doing the right thing for our clients.

Tonality

A professional tone is important, but we try not to be overly formal.

Authenticity

Communicate with refreshing honesty to ensure we sound like human beings and are empathic to our client’s needs.

If you need clarity around any information within these guidelines, just get in touch; we will be more than happy to help.

marketingteam@barnett-waddingham.co.uk

0333 11 11 222

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