FT IdentCommGuidelines2012

7/27/2019 FT IdentCommGuidelines2012

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Financial TimesIdentity and Communication Guidelines 2012


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Contents

Introduction 4

Strategic framework 5

1.0 FT branding elements:

1.01 FT corporate logo 7

1.02 FT corporate logo without Financial Times 8

1.03 Two colour logo on colour backgrounds 9

1.04 One colour logo on colour backgrounds 101.05 Logo use on photographic backgrounds 11

1.06 Misuse of the FT corporate logo 12

1.07 FT masthead 13

1.08 Endorsement for products/services/eventswithin the portfolio 14

1.09 Colour palette 15

1.10 Typeface 18

1.11 FT endline 19

1.12 FT copy panel 20


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Contents

2.0 Visual language Principles and guidelines for:internal and external advertising

2.01 Use of FT copy panel 22

2.02 Copy led advertising 27

2.03 Visual tone of voice 32

2.04 Copy tone of voice 33


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Introduction to the FT brand

The ultimate aim of a brand is to help audiences understand who we are,what we stand for, where we are going and what makes us different. It helpsto dene our image and mould perceptions about us.

These Identity and Communication Guidelines have been devised toenable the FT to achieve consistency throughout its printed and onlinecommunications. They are intended to assist the FT in its development of aconsistent, powerful and global brand based on its strengths and heritage.

Four elements harmonise the graphic look of the FT advertising style,

so that consistency can be maintained across a rich series of contentmatter. As with the strategic approach, the graphic look is born from thenewspapers iconic design.

Copy panel typefaces and endline

Colours use of black and pink

Visuals photographic and illustrative style

Tone of voice


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Strategic Framework


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Branding Elements 1.0


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The main FT corporate logo is made up of threeelements: the FT square, the FT letters and the FTs

full name.The colours used are FT Pink and FT Grey.

Exclusion Zone

It is important to ensure that the corporate logo isclearly reproduced and prominent. For this reason anexclusion zone or clear space area has been createdin which no other graphics or text should appear. Ithelps to ensure clarity and improve the impact of thecorporate logo.

The clear space is dened here by the red keyline boxwhere the distance between the letters FT and the top

of the square is equal to x. The calculation is made bymultiplying x by 1.5 and it is the distance away fromthe edge of the FT corporate logo which denes theexclusion zone.

Minimum usage size

The example, shown here, is the minimum size in whichthe corporate logo should ever appear. The corporatelogo must never be reproduced any smaller than10mm wide.

1.01 FT corporate logo

FT Branding Elements: 1.01 7

1.5x1.5x

1.5x

x

0.5x

1.5x10mm Minimum size


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In very exceptional circumstances where the fullFT corporate logo is unsuitable (for example on smallpromotional items) the FT square and FT letteringonly may be used, subject to approval from theFT Marketing Department.

The colours used are FT Pink and FT Grey.

Exclusion Zone

It is important to ensure that the corporate logo isclearly reproduced and prominent. For this reason anexclusion zone or clear space area has been createdin which no other graphics or text should appear. It

helps to ensure clarity and improve the impact of thecorporate logo.

The clear space is dened here by the red keyline boxwhere the distance between the letters FT and the topof the square is equal to x. The calculation is made bymultiplying x by 1.5 and it is the distance away fromthe edge of the FT corporate logo which denes theexclusion zone.

Minimum usage size

The example, shown here, is the minimum size in whichthe corporate logo should ever appear. The corporate

logo must never be reproduced any smaller than10mm wide.


1.5x1.5x

1.5x

x

1.5x

10mm Minimum size

1.02 FT corporate logo withoutFinancial Times lettering


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When using the FT corporate logo on colourbackgrounds, the FT square should always be fullyvisible, and the Financial Times name must havesufcient contrast to be clearly readable.

For white backgrounds the main FT corporate logo(FT Pink and FT Grey) should be used. This option mayalso be applied to backgrounds with sufcient contrastto ensure clear legibility of the FT logo.

Where the background colour is FT Pink, a reversedout (FT Grey) should be used. However in the caseof advertising executions, where a duotone effect isrequired, a reversed out (Black) option should be used.

If your background colour does not provide sufcientcontrast, or clashes with FT Pink (e.g. bright yellow),the version consisting of FT Grey square and FT PinkFT letters should be used.


1.03 Two colour corporatelogo on colour backgrounds

White backgrounds For use on different colour backgrounds that clashwith FT Pink or do not provide enough contrast

Dark backgrounds Reversed out FT Grey version onFT Pink background


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As mentioned on the previous page on all FT newspaperadvertising formats the FT corporate logo shouldappear reversed out black.

For use on non FT Pink backgrounds or backgroundsthat clash with FT Pink the mono versions are to beused accordingly so that the colour of the backgrounddoes not show through the FT lettering.

This rule also applies to image backgrounds. For reasonsof legibility the FT corporate logo should never appear inreversed out FT Pink or in reversed out on a backgroundof FT Pink.


1.04 One colour corporatelogo on colour backgrounds

Mono versions for non FT Pink backgroundsor backgrounds that clash with FT Pink

Mono versions on FT Pink orFT newspaper backgrounds

Reversed out for mono executions


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When using the FT corporate logo on photographicbackgrounds, the shape of the FT square and theFinancial Times name must be clearly readable.Never use a background with the same tonal valueas the FT square.

If there is any doubt about legibility, a more appropriatebackground colour should be selected.


1.05 Corporate logo onphotographic backgrounds


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The FT corporate logo should never be altered.


1.06 Misuse of the FTcorporate logo

Example 1:The FT logo should NEVER

be distorted

Example 2:NEVER change the colour

Example 3:NEVER change the shape

Example 4:NEVER add a keyline around theFT square

Example 5:Nothing should be altered oradded

Example 6:Never respecify the FT letteringto become transparent to thebackground colour on which it isplaced.


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The FT Masthead is the identity mark used at the topof the FT weekday newspaper. It forms part of the

We live in Financial Times strapline and is occasionallyused for branding purposes where the main FTcorporate logo is not suitable.

The FT Masthead has been created as an Illustratoreps le. DO NOT try to alter the construction byadjusting the positions, proportions or typefaces.

Exclusion Zone

If the Masthead is being used as a logo and not inconjunction with any endorsements, it is important toensure that it is clearly reproduced and prominent. Forthis reason an exclusion zone or clear space area has

been created in which no other graphics or text shouldappear. This helps to ensure clarity and improve theimpact of the logo.

The clear space is dened here by the red keyline boxwhere x is equal to the cap height. The calculationis made by multiplying x by 1.5 and it is the distanceaway from the edge of the Masthead which denes theexclusion zone.

Minimum usage size

The example, shown here, is the minimum size in whichthe Masthead should ever appear.

1.07 FT Masthead


1.5x

1.5x1.5x

1.5x

x

16.5mmMinimum size


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If a company, product or service is endorsedby the brand or the organisation then A servicefromthe Financial Times or A publicationfrom the Financial Times orAn event fromthe Financial Times will be used.

These endorsements are formed using Benton Sansregular and Benton Sans Medium. Normal rules ofclarity apply where the minimum legible type sizeshould be no less than 6pt.

1.08 Endorsement forproducts/services/eventswithin the portfolio


A service fromthe Financial Times

A publication fromthe Financial Times

An event fromthe Financial Times


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Primary Colour Palette

The primary FT brand colours are FT Pink, black,

and white.

The table on this page shows the recommended inkmixes and breakdowns for process colour, special/spotcolour, desktop RGB and hexadecimal colour.

Process colour breakdowns for FT Pink are approvedcustom breakdowns resulting from a series of pressproong tests on coated, uncoated, newsprint and pinknewsprint stocks.

When using process colour for digital output (e.g., largeformat and digital print), the objective should always beto pre-determine the closest possible match to the FT

brand colours from the output device being used.The colours shown on this page and throughout theseguidelines are not intended to match the *PANTONEColour Standard.

*PANTONE is the property of Pantone, Inc.

1.09 Colour palette


Pantone 473

Coated Paper StockC:0 M:18 Y:26 K:0

Uncoated Paper Stock(FT Newspaper)C:0 M:18 Y:30 K:0

RGBR:255 G:204 B:153

Hexadecimal#FFCC99

FT Pink Black White




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Secondary colour palette

To add more exibility for design a secondary palette

is available consisting of FT Blue or Pantone 295 andFT Grey or Pantone 432.

Please note there is a CMYK breakdown changefor printing FT Blue in the FT newspaper.This Process colour breakdown has beenselected to achieve a desired result, and isnot intended to match the *PANTONE ColourStandard.

Process colour breakdowns for FT Grey are approvedcustom breakdowns resulting from a series of pressproong tests on coated, uncoated, newsprint andpink newsprint stocks.


1.09 Colour palette


Pantone 295



RGBR:0 G:47 B:95

Hexadecimal#002F5F

Pantone 432


RGBR:51 G:51 B:51

Hexadecimal#333333

FT Blue FT Grey


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Tertiary colour palette

FT Burgundy is intended to be used sparingly for use

as an accent colour.

Process colour breakdowns have been selected toachieve a desired result, and are not intended tomatch the *PANTONE Colour Standard.


1.09 Colour palette


Pantone 187


RGBR:153 G:0 B:0

Hexadecimal#990000

FT Burgundy


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Benton Sans is the primarytypeface for all FTcommunications (headlines and body copy).

As a general rule, Benton Sans Regular should beused for advertising, but Benton Sans Bold may beused to add emphasis to headlines. Benton SansMedium or Bold may also be used to add emphasisto words or phrases within body copy.

Headlines are typeset in Benton Sans Bold, subheadingsare typeset in Benton Sans Medium and bodycopy inBenton Sans Regular.

All copy is upper and lowercase, ranged left,ragged right, paying attention to avoid extensive rag.

The FT has a specic cut of the Benton Sans font for

queries please contact the FT Marketing Department.

1.10 Typeface


Benton Sans Lightabcdefghijklmnopqrstuvwxyz1234567890

Benton Sans Regularabcdefghijklmnopqrstuvwxyz1234567890

Benton Sans Italicabcdefghijklmnopqrstuvwxyz

1234567890

Benton Sans Mediumabcdefghijklmnopqrstuvwxyz1234567890

Benton Sans Medium italicabcdefghijklmnopqrstuvwxyz1234567890

Benton Sans Boldabcdefghijklmnopqrstuvwxyz1234567890

Benton Sans Bold Italicabcdefghijklmnopqrstuvwxyz1234567890

Benton Sans Blackabcdefghijklmnopqrstuvwxyz

1234567890

Benton Sans Black Italicabcdefghijklmnopqrstuvwxyz1234567890


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The FT Endline should be used on all communicationwhere feasible.

The element We live in FINANCIAL TIMES has beencreated as an Illustrator eps le. DO NOT try to alterthe construction of this approved design by adjustingthe positions, proportions or typefaces.

The endline is normally housed inside the copypanel which contains an FT Pink background.

The size and position of the endline is determinedaccording to the size of the media used.

Minimum usage size

The minimum size that the endline can appear, on

advertising, for legibility purposes, is 85 mm frombeginning of panel to end. For other minimum usagesizes please refer to specic execution sections.

Exclusion Zone

It is important to ensure that the endline is clearlyreproduced and prominent. For this reason anexclusion zone or clear space area has been createdin which no other graphics or text should appear.

1.11 FT Endline


Minimum size 85mm

x

1.5x 1.5x

1.5x

1.5x


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The example shown here demonstrates the groupingof headline, subheading, bodycopy and endline. They

are contained within an FT Pink background. Theexample also shows the copy panel at its optimumminimum size.

All copy is ranged left with rag to the right, takingcare not to have extensive rag.

A copy panel should never be used without the FTEndline in advertising.

If producing mono adverts for the FT newspaperthen the panel must be reversed out/white whenappearing on a dark background and 20% blackwhen appearing on a light background. If a mono

advert is appearing in an external publication a20% black tint should work appropriately for bothlight and dark backgrounds.

1.12 FT Copy panel


Headline is 11pt Benton Sans BoldSub-head is 10pt Benton Sans Regular

Lorem ipsum dolor sit amet, consectetuer adipiscing

elit. Quisque lectus. Nunc urna justo, eleifend at, amet

porttitor sit amet, viverra sed, erat. Morbi est. Phasellus

mi Maecenas cursus. Aenean euismod hendrerit quam.

Aliquam congue. Etiam odio nulla, scelerisque et, mi

hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed

pede semper lobortis. Vestibulum elit nisl, 57 words

1.5X

1.25X

1.25X

2.6X

85mm (THIS IS THE MINIMUM)

2X

1.5X

Body copy isBenton sans

regular8/12pt

X

X

X

2X

X=Cap height of 11pt Benton Sans Bold


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Visual Language 2.0


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1.5X

1.25X

1.25X

1.5X

Body copy is

Benton sansregular8/12pt

X

X

X

2X

1.5X

1.25X

1.25X

XX

2X

1.5X

1.25X

1.25X

XX

2X

1.5X

1.25X

1.25X

XX

2X

Headline is 11pt Benton Sans Boldover two decks 12 pt leading

Headline is 11pt Benton Sans BoldSub-head is 10pt Benton Sa ns Regular

Headline is 11pt Benton Sans Boldover two decks 12 pt leadingSub-head is 10pt Benton Sa ns Regular

Lorem ipsum dolor sit amet, consectetuer adipiscing

elit. Quisque lectus. Nunc urna justo, eleifend at, amet

porttitor sit amet, viverra sed, erat. Morbi est. Phasellusmi Maecenas cursus. Aenean euismod hendrerit quam.

Aliquam congue. Etiam odio nulla, scelerisque et, mi

hendrerit vitae, aliquam eu, arcu. Donec ut nunc sed

pede semper lobortis. Vestibulum elit nisl, 57 words

Headline is 11pt Benton Sans Bold

over two decks 12 pt leadingSub-head is 10pt Benton Sa ns Regular

There will be a master template of variations available toyou, but for reference, this page shows various formats

by which the copy panel can be used. Templates will beprovided at the panels minimum size of 85mm. Copyis always range left but care should be taken to avoidextensive rag on the right.

The ideal maximum word count for house adverts isapproximately 57 words. For FT Conference advertisingor FT promotional advertising where there is usuallyextensive body copy, the maximum word count willnot apply as the body copy will be placed outside thecopy panel.

FT Visual Language: 2.01 22

2.01 Use of FT copy panel


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No matter what size media the copy panel is being usedon, the proportions of the panel will always remain the

same. You can scale the panel up from the or iginalmaster, but NOT down as it is supplied in its minimumsize. The overall size of the copy panel may change,but the proportions within may not.

The copy panel must be used in set proportionsto the media, which is explained below.

If body copy is being used in the panel then the panelmust extend across 50% of the width of the media,whilst still adhering to the maximum body copy rule(see page 11). This means that the panel will alwaysremain a landscape rectangle (NEVER a square)

If body copy is not being used the panel may extend

up to a MAXIMUM of 60% of the width of the media If the copy panel is being used on external retail

applications and larger headlines are required thecopy panel must not exceed a MAXIMUM of 70%of the width of the media.

The copy panel should ALWAYS be anchored tothe right hand side of the execution. If includingbody copy it is optional whether it is anchored to thetop or bottom of the execution, however the spacebetween the edge of the copy panel and the edge of theexecution, must always be consistent as specied in theexamples (left), usually set at 5% of the total height.

This space may vary in retail from that of house adswhere applications may require more space. For somecampaign advertising, where the image is the main focusand there is little body copy, the copy panel may beanchored to the very top of the execution.

For all FT newspaper adverts a keyline must be includedof 0.7pt. For full bleed photographic, a black keyline to beused and an FT Blue keyline for blue backgrounds.



Headlineis11pt BentonSansBoldover two decks12pt leadingSub-head is10pt Benton SansRegular

Headline is 11pt Benton Sans Boldover two decks 12 pt leadingSub-head is10pt Benton SansRegular Headlineis 11ptBentonSansBold

over two decks12pt leadingSub-head is10pt Benton SansRegular

Loremipsumdolorsit amet, consectetueradipiscing

elit.Quisque lectus.Nuncurnajusto,eleifend at,ametporttitorsit amet,viverrased,erat.Morbi est.Phasellus

mi Maecenascursus.Aenean euismod hendrerit quam.

Aliquamcongue.Etiamodionulla,scelerisque et,mi

hendrerit vitae,aliquameu,arcu.Donecut nuncsed

pede semperlobortis.Vestibulumelit nisl,

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5%

5%

5%

Retail execution (e.g. poster) 70% of the width

With body copy 50% of the width

Without body copy 60% of the width


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Mono adverts

For an FT newspaper mono advert with a dark

background (which is recreated to 85% black whenthere is no image present), the panel device should bewhite so the newspaper stock shows through. For allmono FT newspaper adverts, a keyline of 0.7pt 100%black must be included as a border.

For all non FT newspaper mono adverts the copy panelshould be a 20% tint of black.

Please note: if applications are non FT newspaperadverts and are being reproduced externally theFT corporate logo must be included. It shouldideally be positioned at opposite ends to the copy

panel, however this is not the case for co-brandedexecutions.

For quarter page and similar executions the sizeof the FT corporate logo is calculated at 8.5% of thewidth of the execution and should be positioned witha distance of 5% of the total height away from theouter edges.









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57words

5%

5%



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Examples of small and irregular sized adverts

Please note: on share squares the minimum sized

copy panel should be used but positioned leavingaround 5.4 mm on the left margin between the edgeof the advert and the edge of the panel. Dotted linesmay be amended accordingly.

Share square 100 x 83 mm

Front page solus 210 x 95 mm


Headline is 11pt Benton Sans Boldover two decks 12 pt leadingSub-head is10pt Benton SansRegular

Headline is 11pt Benton Sans Boldover two decks 12 pt leadingSub-head is10pt Benton SansRegular



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Co-branded adverts

For sub-branded ads the FT corporate logo must be

included and the copy In association with to beinserted above sponsor logos. See examples here.

Ideally we would recommend no more than two logosin addition to the FT corporate logo. Partner logos MUSTNOT be larger in proportion to the FT corporate logo.FT corporate logo clear space must be adhered to whenpositioning partner logos.









57words








57words








57words

In association with

In association with

In association with



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For adverts where a copy panel is not required orappropriate, the style and specic measurementsmust follow the examples shown here and overleaf.Measurements are given in percentages which arerelative to the page dimensions of the advert.

Adverts which fall under this category are copy heavyadverts and adverts where the image is not the primaryfocus. There are three layout styles under this category:

This rst example shows a copy only advert whereaheadline and/or copy are the primary focus. Typesizes shown here are relative to quarter page(170mm x 280mm) or similar sizes.

Please note: For larger adverts such as full page

(345mm x 560mm), recommended maximum sizesare: headline (longer copy) 60/72pt and headline75/88pt Benton Sans bold; subhead 27/35ptBentonSans medium; body copy 22/30pt BentonSans regular.

2.02 Copy led advertising


Body copy must be 11/15pt leading in Benton Sans regularand must be range left with attention to reducing a raggededge. Care must be taken to ensure body copy does notextend beyond the word FINANCIAL in the endline.

Body copy must be 11/15pt leading in Benton Sans regularand must be range left with attention to reducing a raggededge. Care must be taken to ensure body copy does notextend beyond the word FINANCIAL in the endline.

For any call to actions please use Benton Sans medium11/15pt leading.

Benton Sans bold30/35pt or 38/43ptmaximumSub-heading stays above the dotted rule

in Benton Sans medium and must be15/19pt leading.

5%

50%

20%

3.5%

30%

18% 21%

Preferred maximumbody copy length


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This layout provides opportunity to include bothimagery and copy.

Please note: For larger adverts such as full page(345mm x 560mm), recommended maximum sizesare: headline (longer copy) 60/72pt and headline75/88pt Benton Sans bold; subhead 27/35pt BentonSans medium; body copy 22/30pt Benton Sansregular.



Body copy must be 11/15pt leading in Benton Sans regular

and must be range left with attention to reducing a ragged

edge. Care must be taken to ensure body copy does not

extend beyond the word FINANCIAL in the endline.

Body copy must be 11/15pt leading in Benton Sans regular and

must be range left with attention to reducing a ragged edge.

For any call to actions please use Benton Sans medium

11/15pt leading.

Are we back inbusiness?

5%

3.5%

50%

57%

18% 21%

Minimumclearspace

10%

50%


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This example shows a copy heavy advert usingbullets and lengthy copy. The layout changes to

accomodate copy although headline copy sizemust be no greater than 30pt on quarter pageand similar sizes.



Ski Verbier and Blink are offering FT Weekend readers thechanceto win an exclusive ski trip for four people next January,travellingby private jet to the stunning resort of Verbier inSwitzerland.

Youll stay in the chalet-style Hotel Mont Gel just metresfrom the piste and one of Verbiers only genuine ski in/ski outproperties, as well as an easy walk to the town centres excellentbars, restaurants and entertainments.

This superb prize includes:

n Return ights, travelling in style on Bli nk Europes air taxiservice from your nearest Blink operating airport

n Private transfers to and from Sion airport, just 50 minutesfrom Verbier

n 4 nightsb ed-and-breakfast with Ski Verbier the leadingchalet and hotel specialist in the charming Hotel Mont/Gel,with afternoon tea and canaps included

n 4-day, full area lift passes for your whole group

For your chance to win this exclusive 2011 ski break, just collecttwo codes from FT Weekend and enter them at www.ft.com/ski

Your second code is verbier and well print the last code on27 February in FT Weekend.

5%

12%

3.5%

18%

21%

Preferred maximumbody copy length

16%

This is the headlineBenton Sans bold30/35pt maximumSub-heading stays above the dotted rulein Benton Sans medium and must be15/19pt leading.


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There are three main visual styles that can be chosendepending on requirement, budget and timing:

Photographic full bleedIllustrationCut out/Packshot

Photographic style (including cut outs): imagerymust be powerful, visually surprising, bright, energetic,colourful and modern. Should avoid grey, stereotypicalbusiness imagery and negative business performance.Much of the intelligence, wit and decoding of the FTadvertising style derives from the use of visual imagery.If using photographic imagery, images must be from anapproved selection or approval must be obtained fromthe FT Marketing Department.

Illustration: Illustration can provide fast turnaroundcost-effective work.

The rst example shows a photographic full bleedimage, the second example shows an illustrativeapproach to imagery and the last example showsa cut out image, copy led approach.

Whilst remaining the expert on world businessand providing actionable insight, the FT is abrand of stature, intelligence, authority andcredibility. The FT presents these virtues with a

fresh perspective of the modern business timeswe live in.

The Financial Times uses arresting visual wit,subverting expectation and viewing businessthrough a unique and different lens.

2.03 Visual tone of voice


Headlineis11ptBentonSansBoldover two decks12pt leadingSub-head is10pt Benton SansRegular

ft.com/irisyoursinglesourceofqualityinvestment

information.ItcombinestheFTsworld-shapinginsightwith

interactivemarketdataandtools,annualreports,trading

updatesandCEOvideostomakesureyouregettingthefull

pictureonpotentialandexistinginvestments.

Immerseyourselfnow atft.com/ir

Explore potential investments

in greater depth.

Free todownload*,the Financial TimesiPad edition providesinstant access

tothe FTsaward-winning global news,video,comment and analysis,

optimised forthe iPad.Making full use ofthe iPadslarge, easy-to-read

screen,the FTapp lets you download the whole iPad edition toread oine

wheneverit suitsyou.

Checkyourportfolio,track themarketsand viewvideo;ip throughsections,

scan the headlines,then just tap toread what you need.You can even

customise the page ordertosuit you.

Download the FTApple iPad app now at www.ft.com/ipad

Get the Financial Timeson your Apple iPad

*FT.comregistration required.


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If packshots are required then either a cut out imagecan be used or a full bleed packshot image if available.

There is a library of packshot images which can befound on the FT advertising site along with theseguidelines.


Loremipsumdolor sitamet, consecteturadipisicingelit, sed

doeiusmod temporincididuntut laboreet doloremagna

aliqua.Ut enimad minimveniam,quis nostrudexercitation

ullamcolaborisnisi utaliquip exea commodoconsequat.

Duisaute iruredolorin reprehenderitinvoluptate velitesse

cillumdoloreeu fugiatnulla pariatur.Excepteursintoccaecat

cupidatatnon proident,suntin culpaqui ofciadeserunt

mollitanimidestlaborum.

FT Digital Business








57words



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Copy only ads may fall under the second category(illustration), when the copy outside the copy panel is

used in an il lustrative/typographic style.


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Contacts

If you have any queries please contact:Ellie Turneror Rob Taylor on 020 7873 3453or at [email protected]

FT IdentCommGuidelines2012

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