Our look and feel

Our look and feel is the physical expression of our strategy and values.
Use the following as the ruler against which to measure your communications. Combining these with a real understanding of our
brand identity will ensure that you create communications that are truly 'on brand.'

Structure, precision and space

BAE Systems is an engineering company, designing, developing and building leading edge engineering solutions. Our communications should have the same underlying structure and precision too, ensuring that the tone of our materials matches what we do.

Space - the use of space - both white and also as areas of colour - is critical. Counterpointing areas of detail, strong images, text, and colour with space creates pace and interest, helps emphasise messages, create hierarchies and so communicates effectively and with clarity.

Hanging Lines - one of the key graphic elements in helping us communicate are keyline 'Hanging Lines' that follow the grids and provide a series of anchor points for images, graphic elements and text.

Innovative and dynamic

Two of the values that underpin our company are high performance, and innovation and technology. The work that we do is at the edge of knowledge in our field, complex engineering in the fields of defence, security and aerospace. Therefore, our materials need to communicate something of that energy, scale and sheer engineering performance. Inparticular, the power of the imagery we use means that it is critical that we choose and use the best and most accurate available.

2009 strategy

Our communications activity is driven by global themes and initiatives which change and develop year on year. Make sure that you know and understand these themes before creating any communications.

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.