BR AND GU I D E LI NES
L A ST U P DAT E D A P R I L 2 0 1 5
INTRODUC TION
CONTENTS
Wardgroup is the trading name of T Ward & Son Ltd, established
PAGECONTENT
in Barrow in Furness in 1872.
1
Introduction & Contents
The company is made up of five departments providing quality
2
The main company logo
(primary and reversed)
Lancashire.
3
Sub department logos
The five departments are:
4
Colours, font types and typography
5
Use over images
6
Example stationery and business cards
7
Example adverts
8
Example clothing
9
Straplines, tone of voice and keywords
10
Other elements of design (icons)
building services and products to domestic, commercial
and industrial customers across South Cumbria and North
DECO RATIN G CE NTR E
Supplying decorating and interior design products
and accessories to trade and retail customers.
GL ASS & GL A Z ING
Providing windows, doors, verandas, conservatory
roofing solutions and mirrors to commercial,
industrial and domestic clients.
PAIN TING & D ECOR AT ING
Providing decorating services to commercial,
industrial and domestic customers including
wallpapering, painting and other decorating services.
PLUMBIN G & H EATING
Boiler and central heating supply and installation,
bathroom installations, underfloor heating and
plumbing services for industrial, commercial and
domestic customers.
FURNESS G L A S S
Located in Kendal, Furness Glass provide glass &
glazing services and are the only department who do
not use the Wardgroup name within their branding.
Prior to 2015 the departments had a confused and inconsistent
brand with departments using many different logos and company
names including:
Wardgroup | Ward Group | Ward Glass | T Ward & Sons | Wards
The branding also had no consistent colour scheme or company
strapline, so marketing the company became confusing to
potential customers who may have felt that Wards, (as they are
commonly known) or Wardgroup is one smaller company and T
Ward & Sons and Ward Glass are separate competing companies.
With this brand guidelines document, we have created a
consistent company brand identity for Wardgroup and the
four departments bearing the Wardgroup name, (based out
of the Barrow in Furness head office). We have also created a
logo for Furness Glass, (based in Kendal), which encompasses
the Wardgroup branding, bringing it in line with the company
positioning and ethos.
If you have any questions regarding these brand guidelines or
require any of the elements within the document please contact
the Wardgroup Marketing Manager, colin.garnett@wardgroup.
co.uk or the Managing Director, ian.noble@wardgroup.co.uk,
01229 811222.
MAIN COMPANY LOGO
WHY WE CHOSE THE WARDGROUP LOGO
The new Wardgroup logo was designed to integrate with
fundamental aspects of the current company branding, to ensure
that the company did not have to oversee the expensive task of
re-branding vehicle and building livery. The new logo retained
the Times New Roman font and a green colour for the main
name, however the green colour has now been produced with a
unique RGB, CMYK and Pantone reference enabling the colour
Primary Logo
to remain consistent when used within Wardgroup branding. The
name itself has also become consistent and will be used always
as one word, Wardgroup. The name, font and colour have a
trademark application pending to ensure that the company name
and services are not duplicated by rival companies.
Underneath the main Wardgroup logo we have chosen to use the
strapline - E S T A B L I S H E D 1 8 7 2 - which we feel highlights
our strong tradition and gives a feeling of prestige and guarantee
of quality in the branding of the company. The strapline uses a
double letter spacing Calibri font, which provides the company
logo with a more modern look to compliment the traditional feel
of the Times New Roman main font.
Reversed Logo
SUB DEPARTMENT LOGOS
Wardgroup is made up of five sub departments offering building
and decorating services or products within the South Cumbria
region. We felt that each department should have its own logo to
use on marketing and branding to identify them and their services
to potential customers. The sub department logos are:
COLOURS, FONT TYPES AND TYPOGRAPHY
MAIN LOGO
TIMES NEW ROMAN
Times New Roman - always used in Title format (capitalised first
Times New Roman is used for the main logo and can be used for
letter of the word and then lower case).
main headings and titles and sub headings and titles.
STRAPLINE
Calibri – always used with double line spacing and in capital
letters.
LOGO TEXT POSITIONING
ABCDEFGHIJKLMNOPQ
RSTUVWXYZ ,./;’[]
{}!@£$%^&*()123456789
The main logo and strapline are positioned centrally and the
CALIBRI
strapline should never be wider than the main company name.
Calibri is used for the logo straplines with double letter spacing
and in capitals and can also be used for main headings and titles,
LINES
sub heading s and titles and body text.
The lines on the strapline should be equal both sides and be
position centrally to the vertical alignment of the strapline font.
USAGE
Wardgroup can provide the logo as jpeg, eps, png or pdf files,
ABCDEFGHIJKLMNOPQRST
UVWXYZ ,./;’[{}!@£$%^&
*()123456789
contact colin.garnett@wardgroup.co.uk or
ian.noble@wardgroup.co.uk
BODY TEXT
General text to be used on external stationery, emails, documents
and invoices should use Calibri as the body text font.
COLOURS
Below is the breakdown for the Wardgroup green.
C87 M4 Y100 K24
R2 G137 B62
#02893e
ALTERNATIVE FONTS
Times New Roman and Calibri must be used for all stationery,
documentation, emails and advertising where possible, however,
these can be supplemented with alternative fonts such as:
Olicana Smooth
MINION PRO REGULAR
USE OVER IMAGES
The logo can be used over images in the green or white version and
it is acceptable for the white version to include no background,
a solid green background or a transparent percentage of the
company green colour. At all times the company logo must be
eligible, therefore the boxed logo is the preferred choice over busy
images where the logo needs to stand out.
Main Logo on lighter background images
White logo on darker background images
White logo on green box on busy background images
White logo on transparent green box on busy background images
where image content is important to see
STATIONERY & BUSINESS CARDS
Ian Noble
Managing Director
James Freel Close
Furness Business Park
Barrow in Furness
Cumbria LA14 2NW
Tel. 01229 811222
Fax. 01229 870880
ian.noble@wardgroup.co.uk
wardgroup.co.uk
facebook.com/wardgroupfurness
twitter.com/wardgroup1
EXAMPLE ADVERTS
Love your home with
Brand:Muriva
Name:Teracotta Army
Price:£21
Brand:Fine Decor
Name:Tartan
Price:£20
Brand:Fine Decor
Name:Slate Wall
Price:£12
INSPIRATIONAL
WALLPAPER
IDEAS in store
DECO R ATING
C E NTR E
Brand:Holden
Name:Songbird
Price:£12
Brand:Muriva
Name:Pencil End
Price:£11
G L A SS &
G L AZING
PAINTING &
DECO R ATING
P LUM BI NG
& HEAT I NG
01229 811222
Brand:Holden
Name:Fiorella
Price:£25
www.wardgroup.co.uk
Like us at
wardgroupfurness Follow us at
@wardgroup1
Proud sponsors of the
Brand:Muriva
Name:Luggage
Price:£21
Community Focused
Business Award
Brand:Fine Decor
Name:Cambridge Red Check
Price:£12
SPEND £50 ON
WALLPAPER
SPECIAL
OFFER
FREE
in our Decorating Centre
and get a free tub of
Wallpaper Paste, (shown).
Offer valid on submission of this
advert until 31st May 2015, while
stocks last.
01229 811222
www.wardgroup.co.uk
Like us at wardgroupfurness
Follow us at
@wardgroup1
GLASS &
GLAZING
PAINTING &
DECORATING
Quality & Style Guaranteed
www.wardgroup.co.uk
www.wardgroup.co.uk
01229 811222
James Freel Close, Barrow-in-Furness, LA14 2NW
DECORATING
CENTRE
Warming Homes Since 1872
PLUMBING
& HEATING
Like us at
wardgroupfurness
James Freel Close, Barrow, LA14 2NW
01229 811222
Like us at
wardgroupfurness
James Freel Close, Barrow, LA14 2NW
EXAMPLE CLOTHING
BRAND VALUES AND LANGUAGE
Established in 1872, Wardgroup has a long history trading in the
In this section we look at the brand values and language that
Barrow in Furness and South Cumbria region, a fact that makes
should be used to promote the company to create the right
the company stand out against competitors and the companies
perception for customers, position the company correctly against
main strength when marketing themselves.
competitors and offer customers an insight into the company
values so they can make an informed decision to use the products
Established 1872
History
Traditional
Trustworthy
Name you can trust
Guarantee that is worth something
Reputation
Respectable
Customer Confidence
Reliability
Dependable
Customer care
Safe
Comfortable
Building relationships
Honest
Ethical
Loyalty
Accreditations & Qualifications
Professional
Knowledgeable Staff
Accredited
Qualified
Satisfaction
Quality
Largest Independent Decorating Centre
Community focused
Local
Independent
Great value across the store
The professional’s choice
Products you can trust
Knowledgeable staff
Advice
Guidance
Wide range
Interior design
Honest approach
Best fit solutions
Customer care
Relationships
Committed workforce
Go the extra mile
Attention to detail
and services available at Wardgroup.
Glass & Glazing
Keeping the Furness weather at bay since 1872
Quality workmanship
Quality products
Guarantees mean something
Reputable
Customer confidence
Reliable
Dependable
Trustworthy
Honest
Customer care
Capable
Bespoke to client needs
Accredited
Painting & Decorating
Professional
Attention to detail
Quality
Respectable
Polite
Honest
Customer care
Guaranteed Finish
Provision of specifications
Plumbing & Heating
Keeping Furness homes warm since
1872
Professional
Knowledgeable
Qualified
Accredited
Attention to detail
Quality
Reputable
Customer care
Satisfaction
Prompt service
Punctual
Friendly
OTHER ELEMENTS OF DESIGN
To compliment the company branding we have developed a
range of icons and elements that can be used on adverts and
publications.
Each department has an icon representing their services, so
the Decorating Centre uses a heart within a home, the Glass &
Glazing department uses four squares depicting a window shape,
the Painting & Decorating department uses a paint brush and
the Plumbing & Heating department uses a crossed spanner and
hammer. These are not required within departmental advertising,
but can be used to represent the various departments.
The tag and circle graphics are used to promote product prices
and special offers. To retain the perception of a quality company,
we do not use primary colours within our marketing publications.
£3.606g
for 33
SPECIAL
OFFER
25% OFF
Dulux
Retail Colour
Mixing
Brand Guidelines by
WW W.C R EATIVEESSENC E.C O.UK
© T Ward & Son Ltd
James Freel Close, Furness Business Park
Barrow in Furness, Cumbria LA14 2NW
Tel: 01229 811222
www.wardgroup.co.uk
www.facebook.co.uk/wardgroupfurness
For information on the brand guidelines, copies of the guidelines or any of the
marketing assets please contact:
Ian Noble (Managing Director) ian.noble@wardgroup.co.uk
Colin Garnett (Marketing Manager) colin.garnett@wardgroup.co.uk
Wardgroup is a trading name of T Ward & Son Ltd registered in England & Wales, company no. 222877