Virgin Media Brand Guidelines 2020
Brand guidelines for Virgin Media (September 2020) for internal teams, agencies, and partners.
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The deck codifies the MOJO tone, bespoke VM Circular type family and a VM Red-led colour system, then defines graphic devices (flares, plectrum patterns, stickers, content frames), photography and illustration styles, iconography, motion/interaction principles, and file-naming/export conventions for campaigns, product and OOH
- Slide 1: Virgin Media brand guidelines cover page, dated September 2020
- Slide 2: Brand essentials / Supporting elements
- Slide 3: Purpose, values and attitude
- Slide 4: Why do we have them?
- Slide 5: How do they work together?
- Slide 6: 'Building connections that really matter'
- Slide 7: Lists the six core values: Insatiable Curiosity, Smart Disruption
- Slide 8: Defines MOJO as the brand attitude and enumerates the areas
- Slide 9: Attitude: How it works (1)
- Slide 10: Attitude: How it works (2)
- Slide 11: Tone
- Slide 12: Why is it important? How does it work?
- Slide 13: Using MOJO: Maverick, Optimistic, Joyful, Open
- Slide 14: What it might look like at the baseline
- Slide 15: Baseline examples: product, press, social
- Slide 16: What it might look like at 11/10
- Slide 17: 11/10 examples: leaflets, tube, responsive ATL
- Slide 18: Avoid the danger zone!
- Slide 19: Section cover listing logo topics to follow: basics, don'ts, sizing
- Slide 20: Our logo: why it matters and how to use it
- Slide 21: Logo: the basics
- Slide 22: Prohibits changing logo colour or loop weight, rotating, stretching, cropping
- Slide 23: Logo sizing and minimums
- Slide 24: Minimum padding equals the height of two 'd' letters
- Slide 25: Wordmark should remain clear and unobstructed; obscuring the logo
- Slide 26: Section index for colour guidance, listing topics including rationale
- Slide 27: Red as our primary colour with accent palette
- Slide 28: Why, how, and where we use colour
- Slide 29: How colour works: 1. Being clear
- Slide 30: How colour works: 2. Being energetic
- Slide 31: VM Red-led colour palette
- Slide 32: Backgrounds: VM Red must be present
- Slide 33: Colour ratio: balance red and accents
- Slide 34: Colour basics: lead, backgrounds, accents
- Slide 35: Do not add new colours or alter the palette, avoid
- Slide 36: Print: colour combinations and legibility
- Slide 37: Digital accessibility: contrast guidance
- Slide 38: Digital type: colour rules
- Slide 39: Section introduction listing topics on hierarchy, type family, creating flares
- Slide 40: VM Circular: bespoke typeface
- Slide 41: : why, how and where to use styles
- Slide 42: Quietly confident: in action
- Slide 43: Big and bold: in action
- Slide 44: Dynamic: in action
- Slide 45: Type and system: the basics
- Slide 46: Type and system: don'ts
- Slide 47: VM Circular: core typeface and weights
- Slide 48: Step-by-step: typeset a short headline, mask flare sections underneath
- Slide 49: Describes creating type-on-a-path headlines in Illustrator with guidance to avoid
- Slide 50: Extended family: Helvetica Neue and Arial
- Slide 51: Virgin Media's graphic devices: flares, patterns, stickers and content
- Slide 52: Graphic devices: purpose and role
- Slide 53: Section contents for Flares listing topics like Why/how/where, In action
- Slide 54: Why, how and where to use flares
- Slide 55: Flares: 1. Hero
- Slide 56: Flares: 2. Highlight
- Slide 57: Flares: 3. House
- Slide 58: States flares are derived from the logo spectrum, designers should
- Slide 59: Flares: Artwork types
- Slide 60: Flares: Complete artwork
- Slide 61: Cropped flare artwork sets
- Slide 62: Flares: usage, colour, application
- Slide 63: Avoid distracting or inconsistent flare use: don’t mix multiple
- Slide 64: On web and responsive layouts, use flares sparingly across interacting
- Slide 65: Step-by-step: typeset a short headline, mask flare sections underneath
- Slide 66: Creating masked imagery with flares
- Slide 67: Patterns: why, styles, in action
- Slide 68: Why, how and where to use patterns
- Slide 69: Patterns: plectrum shape and basics
- Slide 70: Patterns in action: packaging, merch, events
- Slide 71: Lists prohibited pattern treatments across usage, colour, and application: no
- Slide 72: Introduces stickers as a core graphic device and maps
- Slide 73: Why, how and where we use stickers
- Slide 74: Stickers: how they work
- Slide 75: Specifies five sticker shape families (roundels, plectrums, speech bubbles, corner
- Slide 76: Defines three approved colour sets for stickers: Lead &
- Slide 77: Stickers: the basics
- Slide 78: Calls out forbidden sticker treatments: don’t use multiple stickers together
- Slide 79: Specifies approved colour combinations and legibility rules for stickers, mandates
- Slide 80: Stickers: setting type
- Slide 81: Introduction to content frames with a topic list covering angles
- Slide 82: Why, how and where content frames are used
- Slide 83: Frame angles: Left 2, Left 1, Front, Right 1, Right 2
- Slide 84: Colour and contrast for frames
- Slide 85: Combinations: facing, overlapped, stack and mirrored
- Slide 86: Bundled frames for product and bundle marketing
- Slide 87: Content frames in action
- Slide 88: The basics: usage, colour and application
- Slide 89: Don’ts for content frames
- Slide 90: Creating framed imagery: Photoshop workflow
- Slide 91: Section index for Photography outlining introduction, purpose (why/what/how/where), hero, story
- Slide 92: Explains that photography must be in tune with the brand
- Slide 93: Why and what: photography principles
- Slide 94: How our photography styles differ
- Slide 95: How our styles are used
- Slide 96: Introduces Hero photography and signals the following guidance areas: casting
- Slide 97: Hero photography: Casting
- Slide 98: Hero photography: Art direction
- Slide 99: Hero photography: In action
- Slide 100: Hero photography: Don'ts
- Slide 101: Introduces the story photography section and its subtopics: casting
- Slide 102: Defines casting guidelines: choose casually dressed, relatable people across ages
- Slide 103: Outlines art direction priorities for story photography: warm, candid
- Slide 104: Three practical examples: use vibrant, colourful images where appropriate; apply
- Slide 105: Lists prohibited choices for story photography: don't use unapproved
- Slide 106: Introduces product photography topics: art direction, treatments, in-action examples
- Slide 107: Explains two product framings: grounded product (straight-on or side views
- Slide 108: Describes treatments that integrate products into the visual world: add
- Slide 109: Provides product photography examples: reinforce headlines by capturing product energy
- Slide 110: Specifies product photography prohibitions: only use supplied library images, don't
- Slide 111: Product photography: Creating glows
- Slide 112: Section header introducing partner imagery guidance: why we use it
- Slide 113: Why and how do we use partner imagery?
- Slide 114: Partner imagery: Treatments
- Slide 115: Partner imagery: In action
- Slide 116: Partner imagery: Don'ts
- Slide 117: Four-step workflow: place an isolated PSD/TIF/PNG, make a compound flare
- Slide 118: Section header introducing illustration guidance: why to use it, core
- Slide 119: Why, how and where do we use illustration?
- Slide 120: Illustration: The basics
- Slide 121: Iconography: introduction and contents
- Slide 122: Icons: simplify messaging and add character
- Slide 123: Why, how and where we use icons
- Slide 124: Iconography: in action
- Slide 125: Complete icon set and categories
- Slide 126: Iconography: the basics
- Slide 127: Clear rules on what to avoid: don't use icons
- Slide 128: Iconography: usage and alignment
- Slide 129: Iconography: construction guidelines
- Slide 130: Motion: section contents
- Slide 131: Motion: amplify the MOJO attitude
- Slide 132: Section header for Interaction, listing the subtopics: Introduction, Principles
- Slide 133: Interaction: warm, positive moments
- Slide 134: Introduces campaign design questions:where the swirl ends and the flares
- Slide 135: Marketing campaign examples: swirl vs flares
- Slide 136: Where do we use our assets?
- Slide 137: Specifies sentence case as the brand default with limited exceptions
- Slide 138: Rules for '-ing' words in campaigns: use them sparingly
- Slide 139: Section header listing asset categories to follow: file naming, identifying
- Slide 140: Presents a standardized file-name example (VM_LOGO_DES_BLACK_REG_CMYK.EPS) and breaks down segments
- Slide 141: Artwork asset types, prefixes and formats
- Slide 142: Colour swatches and ASE palette files
- Slide 143: Regular logo variations and export files
- Slide 144: Small and tiny logo marks with file names
- Slide 145: Icon sets, file sources and naming conventions
- Slide 146: Sticker artwork: lead, flat and gradient accents
- Slide 147: Pattern artwork: plectrum and loop-line systems
- Slide 148: Flare artwork spectrum and crop library
- Slide 149: Content frame artwork and device mockups
- Slide 150: Contact information for the Virgin Media Brand team and creative
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