Brand Guidelines

Braxton Consulting Logo Usage & Brand Guidelines

The Importance Of This Manual And Identity Standards

Braxton’s logos and brands are Braxton intellectual property and are important and valuable assets of the Group. Follow these Guidelines for using Braxton’s logos and brands properly in all communications, documents and electronic messages.

The purpose of this manual is to guarantee the consistency of our brand image. We accomplish this by defining the guidelines for the use and application of our corporate logo in our marketing and communications materials.

Our image and our brand identity are seamlessly intertwined: our image is our brand identity, as our brand identity is our image. How we present ourselves to our current and prospective clients defines and reinforces that union of image and brand identity. Graphic continuity is a vital sign of our stability and reliability.

Equally important are our graphic standards, as they legally preserve our trademarks, service marks and copyrights. Maintaining these standards helps to avoid any fragmentation of the identity rights in which we have invested.

Please use this manual as your guide to Braxton’ identity standards. Do not stray from these directives. By adhering to them, we can assure the continued recognition of Braxton as the superior organization we are.

Who do these guidelines apply to?
These Guidelines apply to Braxton employees, contractors, licensees, consultants, outside vendors, and other third parties.

If you are a LICENSEE of an Braxton trademark or logo, your license agreement that you signed with  Braxton may have special trademark and logo usage guidelines different than the Guidelines set forth here. If so, please follow the special guidelines provided to you pursuant to your license agreement. If you are a Licensee, but have been provided no special guidelines, then follow these.

Using  Braxton’s logos
You may refer to Intel products and services by their associated  Braxton service marks, so long as such references (a) are truthful, fair, and not misleading, and (b) comply with these Guidelines, which may be modified by  Braxton from time to time in  Braxton’s sole discretion.

Specifically:
•Do not incorporate  Braxton logos into your own product names, service names, logos, or company names, and do not adopt marks or logos that are confusingly similar to  Braxton’s marks and logos.
•Do not make unlicensed use of  Braxton’s licensed logos. Third-party use of  Braxton  logos requires a license or written permission from  Braxton . If you are interested in obtaining a license to use a  Braxton logo, contact us.

High Quality Standards
Braxton only licenses its logos for use with goods and services that meet Braxton’s high quality standards. Braxton reserves the right to object at any time to any use of its logos in connection with goods or services that, in Braxton’s sole opinion, fail to meet Brraxton’s standards of quality.

The status of Braxton’s logos may be subject to change, and it may be necessary to revise these guidelines from time to time. It is your responsibility to comply with the most current version of these guidelines. Please refer to the Braxton web site for updated versions of these guidelines.

OUR CORPORATE LOGO

We Have Invested Significantly In Our Corporate Logo.

Our logo is the critical design element that represents our organization. It is the element that symbolizes our devotion to our brand and distinguishes us from our competition. Do not alter or distort the logo in any way.

Please keep the following guidelines in mind when applying the logo to any form of Braxton marketing and communications materials.

Colors

The colors shown are the only approved colors for use in the logo. No other colors may be used. Color control swatches have been provided; however, due to the differences in paper, printing equipment and other variables, it is imperative that a visual check be conducted to assure a complete visual match before printing.

Logo Area Control and Positioning

The logo must always have a proportionate amount of “white space” around it in all marketing and communications materials. Nothing may intrude upon the logo, or detract from it. Doing so compromises the integrity of the design.

In addition, the logo must be properly positioned on all printed pieces. It must be kept horizontal at all times; never vertical, tilted or in conjunction with any other elements except our themeline, “Building and Protecting Business”.

Positive and Negative Reproduction

In the case that the corporate colors may not be appropriate or available for use, limited color substitution is permitted. Typically, this occurs in black-and-white or non-full-color printing. If the corporate colors are not appropriate, the logo may be reproduced in black. If the logo needs to be presented in “reversed” or “negative” appearance, it is acceptable to do so if it reversed out of a single, solid color of sufficient contrast to allow the logo to be seen clearly.

Unacceptable Usage

Please do not alter the logo in any way.

Again, this is not all-inclusive. If in doubt regarding the use of a logo, contact the Braxton Corporate Communications Office.

Special Circumstances

Not every logo usage can be addressed in this manual. An unanticipated circumstance may arise that calls for a ‘custom’ solution. In such a case, please contact the Braxton marketing department  to discuss appropriate alternatives.

Themeline Usage

Our themeline, “Building and Protecting Business”, is an important part of our overall identity. Certain rules regarding its use apply.

When used with the two-color logo, “Building and Protecting Business” should be printed in blue (Pantone® 2747).

When used with the one-color logo, the themeline should be printed in the same color as the logo (black logo – black themeline).

In addition, the themeline should never be altered:

•Never reproduce the themeline in colors other than those described.

•The themeline must always be in English – do not translate “Building and Protecting Business” into any other language for any purpose, except in the case of Spanish language.

•”Building and Protecting Business” must always appear in the approved Braxton typeface in italics.

•The visual structure of “Building and Protecting Business” may not be altered in any way. Do not change the size relationship between the themeline and the logo.

•While the logo may appear without the themeline, the themeline “Building and Protecting Business” may not appear without the logo except when the themeline is part of the content of marketing or communications materials.

YOUR ASSISTANCE IS IMPORTANT

The guidelines listed here are easy to follow. They are important and require your cooperation to make them effective. Without your assistance, the system cannot work.

We ask you to adhere to the standards presented. We understand that at times it will appear that exceptions have to be made for particular situations. In those cases, or if you simply have questions, please contact the Braxton marketing department to discuss the circumstances.

Applying consistent brand identity standards will help us ensure a clear, strong corporate image.

Text Usage of Name

Our company name is Braxton. Referring to the firm as Braxton in both verbal and written communications will help us build a strong continuity and emphasize the collaborative approach with our clients and referral source relationships.

Do not use Bx, BG, or any other abbreviated forms of the firm’s name. It is important to set these standards as our contacts, clients and the media take cues from how we represent the firm.

In print, our name may be simply referred to as Braxton. Please note that the name is one word, with a capital “B” in the beginning. No other spelling is appropriate.

TYPEFACES

Typefaces play a major role in corporate identity since they are often associated with a particular company. Consistent use of designated type-faces unifies our look, strengthens our image and makes us more recognizable. Braxton has selected the Gibson families of fonts as our corporate typeface. The Gibson family should be used in all internal and external marketing and communication materials where possible.

There are also supporting Font families that are used in specific media when Gibson is not available or not applicable. These are below.

Sans-Serif Fonts

• Gibson Light: copy body style in most instancias (pdf, print and presentation documents) 
• Gibson Regular: for titles and some subheads
• Gibson Semibold: for display and decoration situations
• Helvetica Nue: in print ads
• Arial: in Power Point Presentations
• Calibri: Primary font for email