Our look and feel

Our brand identity is the physical expression of our strategy and culture of Total Performance. It influences customer choice, drives new and existing business relationships, helps attract and retain the best talent and plays a vital part in setting the agenda with governments, the general public and pressure groups. Our brand is not just our name, our Logo or the way we market our products and services. It is our reputation, it represents who we are and what we stand for, our vision, mission and values, but also our principles, our ethics and our approach to business. To help you communicate this consistently, use the Brand Standards to create communications that build on a common foundation of basic elements, applying them flexibly according to the intended audience and the quality of the design and imagery at your disposal.

Quick reference Guide

A quick reference guide is available to download from this page. It gives guidance on the basic elements of our brand identity and directs you to the correct resources for further details. It is only a summary of guidance in any given area and is no substitute for the full Brand Standards, so when designing materials or briefing an agency always refer to the relevant section of the Brand Standards PDFs.

Our Brand

Our company DNA - the foundation on which all of our communications are built.

Basic elements

The building blocks of our brand identity that come together to create all of our materials.

Corporate Communications

The ambassadors of our brand: the business card given at a first meeting, the annual report going to our shareholders, the sign at one of our sites, or the global website giving an overview of all company activity. These are materials produced outside of any particular business or product, and should reflect our vision, mission, values and culture of Total Performance.

Business, product, programme and service

A flexible approach is key to our diverse businesses being able to communicate effectively with their own audiences, both internal and external. Using the basic elements of colour, type and imagery, create materials that work best for your particular needs.

Non-core audiences

Our brand identity is tuned to the majority of our internal and external audiences. Sometimes, we may need to speak to other audiences - such as new graduates - who require a different approach that could be more conceptual or just using colour or format in a different way.

All items in this level must be developed with and approved by Group Communications.

Our communications activity is driven by our strategy which develops year on year. More detail can be found in our Company Strategy document.

For more information

The above information is only a summary of the Brand Standards in this area. Please download the relevant Brand Standards section and any templates or files from the Downloads box on this page. All internal or external communications require sign-off prior to production by your Brand Champion - you will need to allow enough time for this to take place. Any further questions should also be directed to your Brand Champion. Find their details on Managing
our brand in the top navigation.