REGALTAG - brand identity, guideline and assets.

Braden Lewis

Braden.lewis@regaltags.com

+44 (0) 1992 537788

Welcome to REGALTAG®

Welcome to the REGALTAG Brand Guidelines

Our brand reflects our uncompromising approach to safety. When used correctly, it acts as a powerful asset which communicates our value to our constituents.

This guide provides a flexible framework and a series of assets designed to keep our brand powerful and consistent.

Contents

Our Name

Our brand name ‘REGALTAG’ is the single, confident identifier for our brand. It inspires superior quality excellence through our ecosystem of cutting-edge solutions. REGALTAG is always in capital letters*.

Our name is not RegalTag, REGALTAGS or Regal Tag.

Do Not:

— Alter the name

— Remove aspects

— Change the structure or layout

*When written in plain text, our name does not require the registered trademark.

Brand Essence

Our brand essence is a short and powerful statement that encompasses what we stand for, as well as the value we offer to our customers. It is a unique statement about our brand that differentiates us from other companies.

‘Safety’ is at the heart of our proposition – it highlights our commitment to keeping people and assets protected through our solutions.

‘In the Extreme’ shows the distance we’re willing to go to ensure safety. It also highlights the durability of our products in the harshest environments on the planet.

Brand Narrative

Our brand narrative is an inspirational text that sets out our focus and proposition to customers.

It is an articulation of the rich story behind our brand essence, laying out our beliefs, our offer and the way we work with clients.

It is only for internal use but can be used to inspire messaging in our communications.

Strapline

Our brand essence, ‘Safety in the Extreme', is also our strapline. We use this as the core message in our lead communications during brand-building campaigns and we also use it to sign-off communications to highlight the core brand benefit.

It is a promise — it sets the expectations our customers have of us and our solutions. Never change the structure or design of this key message in communications.

Use it again, again and again. It will help people recognise and consider REGALTAG in the long term; particularly in the context of buying situations.

Strapline

— Logo Lockup

The strapline follows the same grid structure as the clear space logo (see Logo section below).

It can be used in a number of different ways, depending on the layout or space available. It can be paired with the logo or used alone as a hero message.

Do Not:

— Alter the structure

— Use a lockup that is not approved

— Apply colours that are not in our brand palette

Logo

Our logo is the most important asset. Suggesting location, protection and dynamism — It represents safety and protection in extremes.

It is constructed of two elements:

01. The Compass device.

02. REGALTAG name.

The primary colourway for the Logo is a REGALTAG Blue Compass with the brand name set in REGALTAG Black (or Grey).

Always aim to use our Logo in the primary colourway in the first instance.

Do Not:

— Use any other logos

— Stretch or alter the logos

— Alter the approved colour system

Logo

— Clear Space & Minimum Sizing

Our logo adheres to clear space and minimum size rules to ensure legibility when reproduced. The minimum size of our logo is 40px height (digital) and 11mm (print) and 3mm (tags only).

When commisioning applications, always conduct a print/production test to ensure legibility, particularly when dealing with logos close to minimum size.

Do Not:

— Encroach on the clear space

— Go smaller than minimum size

— Commission without testing

Logo —

Secondary Use

Where required a secondary version of the logo is available.

This is a single colour use in monochrome, used as an overlay for darker images or applied on a monochromatic background.

Do Not:

— Use non-brand colours

— Use the secondary use logo without approval

Download Logo Assets

Sub-Brands

— Use & Construction

REGALTAG products* are at the frontline of our brand experience.

Our products come together to form a system of solutions, and should consistently communicate the quality and excellence standards of REGALTAG. To achieve this, all products have a uniform design.

The product makes use of the typeface Acid Grotesk, with The Compass the same x-height as the product name.

The primary colourway for sub-brands is a REGALTAG Blue Compass with the product set in REGALTAG Black.

The sub-brand can also be shown in;

— All REGALTAG Grey

— All REGALTAG Black

— REGALTAG Blue Compass with text set in REGALTAG White

Do Not:

— Alter the product layout

— Apply non-brand colours

*When written in plain text, product names do not require the registered trademark.

The Compass

— Brand Icon

We refer to the masterbrand icon as The Compass device. It is a visual mnemonic for ‘Safety in the Extreme’ - we use it in our brand logo, product branding system and as part of a toolkit of assets to create communications and brand or product stories. This has been constructed from a strict 10 square grid and is a symbol of the brand qualities.

We use it in specific circumstances and it is not to be used as a replacement for the logo unless indicated.

Do Not:

— Alter the form of the brand icon

— Apply non-brand colours

The Compass Device

— Usage

The Compass is used as a graphic device to denote and narrate content. The device should be used only once in an application and its size and alignment is derived from the underlying grid structure.

The hairlines denote the idea of location via longitude and langitude. They communicate the idea of REGALTAG being actively at the heart of safety in extreme environments.

The hairline always aligns centrally and meets the outside of The Compass device (as a square).

Do Not:

— Alter The Compass structure

— Apply non-brand colours

The Compass

— Digital / Print Layout Example

The accompanying image shows an example product layout similar to a web page or a brochure.

The Compass is used to bring attention to the product and help locate the placement of the product in use image in the top left area above it.

In this example The Compass is aligned with both the text and the product title. It has been derived from the layout structure (see Layout) and in this instance measures 1/4 of a column.

The Compass

— Social Media Icon

For our owned social media channels we use the Compass device as a stand alone icon in the formats illustrated.

Do Not:

— Use The Compass in place of the primary logo

— Stretch or alter The Compass

— Apply non-brand colours

— Use another asset as our profile icon

Layout Principles

— Sizing & Structure

This example illustrates an A4 format*. We follow three steps to determine the logo size, margin widths and column grid.

01 Logo sizing

Divide the format diagional length by 6, this provides the logo width (X).

02 Margins

Margins are determined by The Compass, providing an equidistant border. The logo is applied in accordance with the grid for clear communications.

03 Column grid

A basic and flexible column grid is created using equal divisions.

*The same principles apply for US letter sizes.

Download Layout Assets

Print layouts

Our brand utilises a 12 column grid when designing editorial layouts. This provides maximum flexibility to add pace and scale to documents. Margins are adjustable to the needs of the design.

Using an A4 format as an example, we aim to keep body copy to 9pt in size. Small print can go to 8pt.

All type sits on a baseline grid to ensure layouts feel technical and precise.

Do Not:

— Create layouts without a grid

— Break the baseline rules

Typography

There are two type families present in our brand identity system — Replica and Acid Grotesk. Both of these typefaces have been specifically chosen to further complement the nature of the brand

Tone of Voice.

Logo

Replica is only present in the REGALTAG name and is not used anywhere else. It has been customised to reflect the brand essence.

Product Names

For product names we can use both Acid Grotesk Medium or Normal, with no spaces and tracking set to -25.

Our primary typeface for communications is Acid Grotesk, which is used in three weights. Typography can be displayed in REGALTAG Grey, or Black for legibility. Further still, we often use REGALTAG Blue for highlighting important information.

Headlines — H1

For short impactful headlines we can use Acid Grotesk Bold. They can be used in capital letters or in title case depending on the context. Tracking is -25. Leading is set between 100% and 110%.

Subheads — H2

For all other titles, use Acid Grotesk Medium. It can be in capital letters or title case depending on context. Tracking is -25. Leading is set between 100% and 110%.

Body Copy

For body copy, use Acid Grotesk Normal without any tracking. Leading is set between 110% and 120%.

Do Not:

— Use any other fonts

— Alter the above rules

— Use other weights

We use Arial Bold and Arial Regular as our system fonts.

Typography

— Layout & Sizing Structure

Our type system is flexible to ensure hierarchy, creative freedom, legibility and impact.

We use the flexibility of the underlying grid structure and its columns to create emphasis and visual interest.

Titles are sized and aligned systematically by dividing the amount of columns presents. There should always be at least one column clearspace either side of text.

Colour

— Primary Use

Colour plays an important role in our brand. Our palette is minimised for impact.

Our primary brand colour is REGALTAG BLUE, which is used in the Compass and as an accent colour to highlight information. We use REGALTAG White, Grey and Black for colour blocking and legibility purposes.

A print test must be conducted for any large scale printing jobs.

Do Not:

— Use any other colours

— Go to print without testing

Layout example with colour blocking.

Digital layout using REGALTAG Blue as a highlight colour.

Colour

— Secondary Use

Should additional colours be required for charts and diagrams only, tints are permissable at 50% and 75%.

A print test must be conducted for any large scale printing jobs.

Do Not:

— Use any other colours

— Use these colours elsewhere

— Go to print without testing

Colour

— Charts & Graphs

Secondary colours should only be used for informative data such as charts and graphs.

A print test must be conducted for any large scale printing jobs.

Do Not:

— Use any other colours

— Go to print without testing

Iconography

We use icons to express and highlight key information. These are accompanied by a descriptor for clarity. Icons can be used without descriptors if required.

Like the logo, icons make use of a strict grid and clear space system (see right).

Do Not:

— Amend the icons or their grid

— Apply non-brand colours

Download Icon Assets

Photography

— Art Direction & Storytelling

Our photography and art direction is used to powerfully communicate our brand essence, Safety in the Extreme.

When creating brand communications we use image combinations to tell complete stories. This example shows a turbine technician, at sea, applyings tags in extreme conditions.

We use scale to create drama and visual interest and where applicable, supportive copy to create a narrative for the story being told.

When creating stories aim to include the environmental and situational context; the application of product or product details; and a clear sense of human safety made possible by REGALTAG.

Photography

— Art direction

Our photography approach utilises three distinct lenses.

01. WIDE: To show broad geographic context, e.g. are we on land or at sea, the desert or the mountains? It should evoke climate conditions and create visual interest.

02. NEAR: To show place of focus, e.g. infrastructure, location, challenge. This can be supported by a human presence and should work as a natural next step from 01. Wide.

03. DETAILED: To show the specific subject matter, e.g. a product, product feature, person or environmental detail.

Photography & Film

— Content Areas

Our image library focusses on 5 content areas:

01 LOCATION

Evoke location, place in nature, the elements. Images feel global and bring a sense of the epic, showing where our safety mission is happening.

02 CONTEXT

Allude to product use cases. Images show a specific context or situation and utilise unique perspectives to draw the audience in.

03 NATURAL

Give a sense of context and wonder. Natural world images show the forces of nature at play. Rain, wind, ice and heat show the impact of the elements.

04 HUMAN

Show the human story, the challenges faced, the emotions and decisions involved. Wide to close crops, individuals to teams.

05 PRODUCT

Demonstrate the quality, precision and resilience. Images show the product in action, facing the test it is designed for.

Logo Animation

In a world facing increasing extremes, our brand is the emblem of safety. In animation The Compass device is used to emphasise content and pinpoint geolocation.

Motion principles act on axes, inspired by longitudinal and latitudinal directions. To convey the sense of going further and human endeavour, our logo in animation is always moving, right up to the end frame.

When applying the logo over footage, consider legibility and select the appropriate colourway for the content.

Download Film Suite

Tone of Voice

When we write we use a distinctive tone of voice in headlines and copy. This tone is designed to create interest and engagement with our proposition. We use our tone of voice to help inform and inspire our audiences.