Bell Brand Book

 

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Brand Book for Bell Canada

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BRAND GUIDE Bell Canada

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Table of Contents 5 6 8 10 12 14 16 18 Who is Bell? Correct Logo Use - Colors Correct Logo Use - Sizing & Subtext Incorrect Logo Use Copy & Tone of Voice Logo in Advertising Logo at the Bell Store Iconography

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Who is Bell? Bell is Canada’s largest communications company, providing a large and innovative suite of broadband communication services to residential and business customers in Canada. We provide services such as mobile LTE network, television, and high speed internet. In addition, Bell Media owns and builds television networks, radio stations, websites, and much more. Our brand is essential to the Bell experience. The focus of our identity is to be trustworthy, innovative, and friendly. Our aim is to delight people. This brand book is to ensure the Bell brand is being used and seen in a consistent way. We strongly enforce the rules outlined in this guide to our partners who are using or representing the Bell brand. © BELL CANADA BRAND GUIDE 2014 5

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Correct Logo Use - Colors Our logo is the first identifier of our brand, and is one of the most important parts of the Bell Enterprise. The main Bell logo contains the dark blue, medium blue, and a light blue. It may be placed on a white or light gray background only - no other colors accepted. The black version of the logo is preferably used on a white background, although it may be placed on a light gray background - no other colors accepted. Color Codes CMYK RGB HEX PMS CMYK RGB HEX PMS CMYK RGB HEX PMS 6 86, 45, 5, 0 3, 123, 185 #047AB7 7461 C 75, 29, 10, 0 52, 148, 194 #3395C2 7459 C 58, 16, 10, 0 52, 148, 194 #66B0D1 7458 C

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Examples The tri-colored logo on white and a light color. Light color must be light enough for logo to be clearly visible. The black logo on white and a light color. Light color must be light enough for logo to be clearly visible. A knocked out version that is all white. It may only be used on one of the three Bell blues or black. © BELL CANADA BRAND GUIDE 2014 7

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Correct Logo Use - Sizing & Subtext Bell offers many different services, and each must be represented in a consistent manner. INTERNET Clearspace around logo is twice the width of the stroke of the “b”. This space must remain free of any intruding elements. 0.5” 0.5” INTERNET The logo must never be reproduced any smaller than 0.5” tall. This rule is for both the B and the B with subtitle. 8

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Subtext Placement MOBILE INTERNET TV BUNDLES MEDIA HOME + PHONE © BELL CANADA BRAND GUIDE 2014 9

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Incorrect Logo Use To maintain the Bell brand, please follow the rules below. 1. Do not place tri-colored logo on any of the three hues of blue in the actual logo. 2. Do not place any logo versions on any other color than white or light gray. 3.Do not rotate or change orientation. 4. Do not add any effects to the logo, eg. shadow, bevel/embossing etc. 5. Do not change any colors of the logo. 6. Do not stretch or scale disproportionately. 7. Do not use any other font for the subtext. 8. Do not ever show logo without TM symbol. 10

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1. 2. 3. 4. 5. 6. 7. 8. INTERNET © BELL CANADA BRAND GUIDE 2014 11

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Copy & Tone of Voice Bell’s voice and writing style is uplifting, simple, and playful. Today just got better. Lattes and laptops just got better. 12

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Main Copy and Advertisement font: Open Sans Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 Also used: Open Sans Light, Open Sans Semibold Subtext font: INTERNET Quicksand Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 © BELL CANADA BRAND GUIDE 2014 13

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Logo in Advertising Here are some examples of how we display our logo in our ads, following rules outlined in this guide. BUNDLES 14

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Life just got better. © BELL CANADA BRAND GUIDE 2014 15

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