BRAND GUIDELINES
V1.2
L E V C - Brand Guidelines V1.2
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1
3
Introduction
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
Wordmark
Brand overview
Logo
Primary version
Colour - Isolated logo
Coloured background - Isolated logo
Construction and isolation - Isolated logo
Construction and isolation - Logo with name and claim lockup
Construction and isolation - Logo with name lockup
Minimum sizes
Photographic backgrounds
Misuse
Colour
Primary colour palette
Secondary colour palette
Typography
Primary typeface
Secondary typeface
Overview
Headlines
Subheadings
Body and legal copy
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
Bullets and numbering
Iconography
Line icons
Photography
Overview
Taxi lifestyle
Taxi isolated
People
Environment
Product mark (tbc)
Advertising
Using square or rounded logos?
The links - Colour backgrounds
The links - Construction
The links - Misuse
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46
47
48
49
50
51
52
53
54
55
56
57
58
60
61
62
The frame - Overview
The frame - Construction
The frame - Construction - Double-page spread frame including product marks
The frame - Misuse
Print - overview
Print - Single page layout
Print - Double page layout
Print - Double page layout - Optional frame
Business applications
Business cards
Letterhead
Envelope
A4 folder
Desktop wallpaper
Email signature
Microsoft Office - PowerPoint presentations
Microsoft Office - Word documents
Microsoft Office - Tables
Microsoft Office - Graphs
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INTRODUCTION
LEVC is the leading global manufacturer and retailer of purpose-built taxis. Once only synonymous with London, we have built the black cab into a global icon and secured its future to our vision of seeing it
on the streets of every major city around the world.
The road we are set to travel is one we will take together as manufacturer, drivers, owners, and passengers. It’s what we have defined as being ‘People Driven’.
Our vehicles are the professional choice for owner-driver and fleet operators worldwide. From our exclusive taxis and bespoke financial services, to genuine parts sourcing and aftersales care, everything we
do is dedicated to our vehicles and those who use them.
How we support drivers and passengers in a challenging market and political arena, is equally as important as the quality and reliability of our products and services. We recognise that our brand is built on
the legacy provided by generations of black cab drivers and a professional trade respected worldwide. And our brand counts when it comes to making their voices heard. We’re in their corner.
A focus on the future also means we will always offer end users a connected experience. From a choice of apps for booking with ease, to rolling out onboard Wi-Fi and engaging via our social media
channels, everything we are needs to be communicated in line with our guiding principles and pillars of excellence.
The brand
Our new brand identity has been designed to create impact, and to take our brand and product line to a contemporary, connected, global audience. It sets a solid foundation as to where we want to be, both
in terms of product affiliation and user recognition.
Our striking new logo incorporates a contemporary take on a ‘winged’ design, a symbol adopted by many British automotive brands in one form or another, as well as our ‘horse and carriage’ legacy. Known
for their noble stature and hard-working, reliable nature, the Hackney horse became a safe and trustworthy symbol of a proud service. Furthermore, winged horses, born of the gods, and allies to the heroes
Bellerophon, Heracles, and Perseus, gave access to uncharted domains and new capabilities. There couldn’t be a better symbol for our next-generation products and technologies.
Black and yellow are colours that are already strongly associated with the brand. They now make up the significant aspects of our primary colour palette, supported by a secondary palette of subtle greys.
Combined with new imagery focusing on lifestyle, user-experience, and customer-journey, they will help us establish even greater brand recognition through informed visual marketing.
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INTRODUCTION
Tone of voice
As manufacturers of the original London black cab, we can speak self-assuredly and with confidence. Our vibrant history goes back over a century, so our legacy is important. But so are our words, how we
use them, and even their order, rhythm, and pace. Combined, they make up our tone of voice.
Everything we write, say, and communicate, defines our tone of voice - for customers, suppliers, and passengers.
For effective, consistent communication, it helps to have a defined narrative. To do so, we’ve created a simple statement that captures everything that we want to say.
“We’re a progressive, modern company with a rich and vibrant history that has helped flavour the very culture of one of the greatest capital cities in the world. When London goes calling, it probably does so in the
world-famous black cab. We make iconic vehicles, built for purpose, and for some of the most professional drivers in the world. We’ve earned our place at the top of the market, so let’s speak confidently and with
authority. Professional drivers of all trades deserve the best vehicle available. Let’s take what we do, what we know, and who we represent to a global level.”
Our attitude and personality should be easily identified through our communications. If we see ourselves as intelligent, proactive, on-point, and representative of our users, then those qualities need to shine
through everything we do. In other words, show, don’t tell.
•
•
Intelligent
• We should express an informed opinion, educative views, and provide clever logistics solutions
Pro-active
•
We’re always looking for the next step to take. From anticipating concerns and issues, to making life easier for drivers and passengers by suggesting routes, pick-up points, and cost-saving advice
•
On-point
• We are the first point of contact for industry news, and we lead the way in setting the bar for the trades and services we represent
•
Representative
• We make vehicles for people. Whether our iconic black cab, or one of our future ventures, we stand up for all those who use our vehicles, and what’s important to them
The brand guidelines
These brand guidelines are a set of graphic rules designed for achieving cohesive, unified communications that build the brand’s recognition and reputation. The design principles have been carefully
considered and developed to ensure our visual identity is consistent in all applications. They represent a single, visual language that will strengthen our identity in an increasingly competitive marketplace.
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WORDMARK
LEVC
The presentation of the company in text is presented in only one format: LEVC.
The official LEVC wordmark is the approved relationship between the words ‘London,’ ‘Electric,’ ‘Vehicle,’ and ‘Company.’ This will be only used iteration of the company name, and is the version also used on
LEVC logos and lockups.
Our official trading name, London EV Company Ltd, is not to be used in the context of public communications, PR, articles or media content. It is only to be used for legal and trading identification purposes.
Example: LEVC is the leading global manufacturer and retailer of fully accessible, purpose-built London Taxis. Our priorities are putting our customers first in everything that we do and continuously
improving the quality of the products and services that LEVC has to offer.
Note: This wordmark is not available as an individual logo asset and the above guidelines are only referencing it's use as written text. It has specific styling, and should adopt the same characteristics as the body of
text in which it appears. i.e. If it is written in a headline, it should abide by the rules attributed to headline text. The same applies for subheading text and body copy text.
Headline
LEVC
Subheading
LEVC / LEVC
Body / Legal copy
LEVC
LEVC
Misuse
Levc
levc
L.E.V.C
The LEVC
Format Misuse
London EV Company
London ev Company
london ev company
London E.V Company
London EV Co.
The London EV Company
L E V C - Brand Guidelines V1.2
London E-V Company
London Electric Vehicle Company
London electric vehicle company
london electric vehicle company
London Electric Vehicle Co.
The London Electric Vehicle Company
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BRAND OVERVIEW
LEVC communications must include core elements such as the logo, lockup, links, colour, typography and photography. To effectively define the LEVC brand experience, these core elements must be used
consistently across every touchpoint.
Lockup with name and claim
Logo with name and claim
Colour
The links
Typography
Photography
Raleway
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
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LOGO
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LOGO
Primary Version
The primary version of the LEVC logo is the yellow on black, prefferably to be used with either the name or name and claim. This version should be used in all situations where possible. Other versions of the
logo include the white on black and isolated black, these should only be used in exceptional circumstances. i.e. in monochromatic outputs. Usage of these versions of the logo should be approved by the
LEVC brand team or the Creative agency.
Primary version - Black on Yellow
L E V C - Brand Guidelines V1.2
Secondary versions
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LOGO
Colour - Isolated logo
In its isolated form, the LEVC logo must only appear in two finishes; a black fill or a white fill. It must never be produced with a yellow fill as these have been chosen to maximise its legibility even at the
smallest of scales.
Isolated black logo
Isolated white logo
CMYK
RGB
HEX
PANTONE
®
L E V C - Brand Guidelines V1.2
55 | 50 | 45 | 100
0|0|0
#000000
Pantone process black
CMYK
RGB
HEX
PANTONE
®
0|0|0|0
255 | 255 | 255
#ffffff
White
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LOGO
Coloured background - Isolated logo
The preferred background colour for the LEVC logo is yellow. Where black or white backgrounds are used, the black on yellow block is preffered. Background colours should be followed strictly (see page 8
for colour values). By limiting the options of background colours, the brand is at less risk of becoming diluted and therefore sits in a stronger position with these three brand colours.
Under no circumstance must the isolated LEVC logo be used on photographic backgrounds as the risk of imagery impeding on elements, such as the text, is too high. If a logo needs to be placed on a
photographic background, lockups are available from the LEVC Asset Pack to use.
Yellow background
Black background
CMYK
RGB
HEX
PANTONE
®
L E V C - Brand Guidelines V1.2
0 | 2 | 98 | 0
255 | 236 | 0
#ffd700
Yellow 012 C
White background
CMYK
RGB
HEX
PANTONE
®
55 | 50 | 45 | 100
0|0|0
#000000
Pantone process black
CMYK
RGB
HEX
PANTONE
®
0|0|0|0
255 | 255 | 255
#ffffff
White
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LOGO
Construction and isolation - Isolated logo
The isolation zone around the LEVC isolated logo is designed to ensure it is easily distinguishable, and not cluttered by other content. The isolation area is defined by 1/6 of the width from wingtip to wingtip,
and it is this fraction which creates the isolation zone around the logo.
Please refer to page 14 for the minimum sizes at which the logo can be displayed.
Isolated logo with name and claim
Isolated logo with name
X
X
Isolated logo
X
X
X
X
X
X
X
1/6
1/6
1/6
1/6
1/6
X
1/6
1/6
1/6
1/6
1/6
X
X
1/6
1/6
1/6
1/6
1/6
X
X
X
Isolation zone
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LOGO
Construction and isolation - Logo with name and claim lockup
As with the isolated logos, the width from wingtip to wingtip is the key to the lockup's construction. Breaking the width into 1/6 fractions, you can start to form the structure for the lockups.
In the case of lockup logos, the 1/6 (X) measurement does not only provide the isolation (red X) on the exterior of the yellow block, but also defines the area in which the black logo is housed (black dashed).
Constructing a lockup from scratch is not permitted. Use one of the formats from the LEVC Asset Pack.
X
X
X
X
X
X
X
X
1/6
1/6
1/6
1/6
1/6
Please refer to page 14 for the minimum sizes at
which the lockup can be displayed.
X
Note: Lockups only contain either the name or
name and claim logos and should never be
constructed with just the horse and wings.
Isolation zone
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LOGO
Construction and isolation - Logo with name lockup
This lockup is available for circumstances where the strapline 'People Driven' is not required. For example, where 'People Driven' has been used prominently elsewhere on a page (see example below).
The construction of this lockup is almost identical to the previous, minus the strapline, leaving the remaining logo to be centered horizontally and vertically to the yellow block. This allows both the logo with
name and claim lockup, and the logo with name lockup to maintain the same ratio.
X
X
PEOPLE
DRIVEN
X
X
Please refer to page 14 for the minimum sizes at
which the lockup can be displayed.
X
X
1/6
1/6
1/6
1/6
1/6
X
Note: Lockups only contain either the name or
name and claim logos and should never be
constructed with just the pictorial aspect.
Isolation zone
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LOGO
Minimum sizes
To preserve legibility and ensure a clean display of all LEVC logos and lockups, minimum reproduction sizes are specified and must be followed. For print, the isolated logo must not have a width less than
21 millimetres with the lockups no less than 31 millimetres. For digital, the isolated logo must be no less than 105 pixels wide with the lockups no less than 140 pixels wide.
Logo with name and claim - Print
21mm
Logo with name and claim - Digital. e.g. Web banners, email etc.
31mm
31mm
Logo with name - Print
21mm
Isolated logo - Print
21mm
L E V C - Brand Guidelines V1.2
105px
140px
140px
Logo with name - Digital e.g. Web banners, email etc.
31mm
31mm
105px
140px
140px
Logo - Digital e.g. Web banners, email etc.
105px
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LOGO
Photographic backgrounds
This page showcases a few examples of how the different LEVC lockups can be used with a photographic background.
Dark photographic background
Light photographic background
Warm photographic background
The yellow lockup should be used as default for dark backgrounds
as the black lockup provides very little contast.
The yellow lockup should be used for light backgrounds. Although
the black provides contrast, the yellow brand colour takes priority.
The yellow lockup should be used on which blend warm and
light hues. Although the black provides contrast, the yellow brand
colour takes priority.
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LOGO
Misuse
The examples below are some of the ways in which the variations of the LEVC logo should not be used. This is not an exhaustive list, but it illustrates some of the most common issues. In particular, please
make sure that the identity is also rendered in the correct colours and is not distorted. It is also important to ensure that the logo has sufficient clear space as explained on pages 11-13.
Do not misuse brand colours
Do not misuse brand colours
Do not use non-brand colours
Do not use non-brand colours
Do not distort brand logo
Do not distort brand lockup
Do not rotate logo
Do not rotate lockup
Do not add drop shadow to logo or lockup
Do not use logo in other shapes*
Do not place isolated logo on photographs
Do not outline the rectangle lockup
LEVC
LONDON EV COMPANY
PEOPLE DRIVEN
Do not alter size/layout of lockup
L E V C - Brand Guidelines V1.2
Do not change and move text elements
PEOPLE DRIVEN
Do not use alternative typography
Do not use old brand logo
*Except in special circumstances. Usage must have LEVC and agency approval.
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COLOUR
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COLOUR
Primary colour palette
One of the goals for all LEVC communications is to limit the use of colour to achieve a focused and singular brand impression. For this reason, a palette of colours has been created.
LEVC Black
CMYK
RGB
HEX
PANTONE
®
LEVC Yellow
CMYK
RGB
HEX
PANTONE
®
L E V C - Brand Guidelines V1.2
55 | 50 | 45 | 100
0|0|0
#000000
Pantone Process Black
LEVC White
0 | 2 | 98 | 0
255 | 236 | 0
#ffd700
Yellow 012 C
CMYK
RGB
HEX
PANTONE
®
0|0|0|0
255 | 255 | 255
#ffffff
White
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COLOUR
Secondary colour palette
In addition to the primary colour palette, a secondary selection of greys can be used to work with LEVC’s primary black swatch. Further to the secondary colours are an option of green and red, which can be
used to canote positive and negative, or to offer a contrasting colour against primary LEVC Yellow. Their application is flexible, but be sure not to use these secondary colours as backgrounds for any of the
LEVC logos or lockups.
Secondary Grey 1
CMYK
RGB
HEX
72 | 67 | 65 | 78
27 | 27 | 27
#1b1b1b
Secondary Grey 2
CMYK
RGB
HEX
L E V C - Brand Guidelines V1.2
69 | 63 | 62 | 56
54 | 54 | 54
#363636
Secondary Grey 3
CMYK
RGB
HEX
55 | 46 | 46 | 11
119 | 119 | 119
#777777
Secondary Grey 4
CMYK
RGB
HEX
8|6|7|0
230 | 230 | 230
#e6e6e6
Secondary Green
CMYK
RGB
HEX
73 | 2 | 98 | 0
70 | 178 | 75
#46b24b
Secondary Red
CMYK
RGB
HEX
2 | 98 | 73 | 0
232 | 36 | 68
#e82444
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TYPOGRAPHY
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TYPOGRAPHY
Primary typeface
Raleway
“Raleway” is a Google Web Font selected to represent LEVC. It is an elegant sans-serif typeface designed in a single thin weight, versatile, modern and easy to read. It’s varied weights provide application for
headlines, subheadings, body copy and legal copy.
Install the Raleway font family from the LEVC Asset Pack, or download from Google Fonts: https://fonts.google.com/specimen/Raleway
Raleway regular
Raleway italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890£$€%#=
{[(&)]}/|\@®©*™.,:;"'<>?!_-
1234567890£$€%#=
{[(&)]}/|\@®©*™.,:;"'<>?!_-
Raleway bold
Raleway bold italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890£$€%#=
{[(&)]}/|\@®©*™.,:;"'<>?!_-
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890£$€%#=
{[(&)]}/|\@®©*™.,:;"'<>?!_-
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TYPOGRAPHY
Secondary typeface
Arial
If there is an instance when Raleway is unavailable for use, LEVC's alternative font is Arial. Arial should never be used in conjunction with Raleway and use is that of a last resort. This may be relevant if files
using Raleway are shared with recipients who do not have the font installed onto their machine, in which case, adopt Arial as a suitable alternative.
In order to maintain maximum visual consistency, do not use any other typefaces when using Arial for LEVC brand materials.
Arial regular
Arial italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890£$€%#=
{[(&)]}/|\@®©*™.,:;"'<>?!_-
1234567890£$€%#=
{[(&)]}/|\@®©*™.,:;"'<>?!_-
Arial bold
Arial bold italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890£$€%#=
{[(&)]}/|\@®©*™.,:;"'<>?!_-
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890£$€%#=
{[(&)]}/|\@®©*™.,:;"'<>?!_-
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TYPOGRAPHY
Overview
Typography is a key element of LEVC communications and should be used consistently throughout all platforms. Proper use of type reduces clutter, ensures legibility and helps in prioritising the hierarchy of
elements on the page. The next few pages will detail how to properly style typography for different bodies of text, including headlines, subheadings, body and legal copy.
Headline
THIS IS A
HEADLINE
Subheading
This is a subheading /
This is a bold subheading
Body copy
This is an example of body copy. Lorem ipsum dolor sit amet, sem orci erat luctus. Massa amet,
tempus aenean habitasse velit in, sem fusce gravida, ea quam quis. morbi.
Legal copy
This is an example of legal copy. Lorem ipsum dolor sit amet, sem orci erat luctus. Massa amet, tempus aenean habitasse velit in, sem fusce
gravida, ea quam quis. Et justo nisl, in nunc eu ornare metus, ultrices sem quam, volutpat dolor orci integer,
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TYPOGRAPHY
Headlines
Headlines should always be written in Raleway Bold, all caps with a tracking value of 300. This gives LEVC headlines character, clarity and makes the headline a statement. The rule for calculating the
leading should never be adjusted as brand consistency will be damaged. The justification of headings should remain left-aligned or centre-aligned and avoid right alignment.
Type: Raleway bold
Case: All caps
Type size: 18pt min
Tracking: 300
Kerning: Optical
Leading: 1.5 x type size
e.g. If type size is 30pt,
30 x 1.5 = 45pt
Example
THIS IS A
HEADLINE
30pt
45pt
30pt
Colour
THIS IS
A HEADLINE
Left aligned
THIS IS
A HEADLINE
L E V C - Brand Guidelines V1.2
THIS IS
A HEADLINE
THIS IS
A HEADLINE
Centrally aligned
THIS IS
A HEADLINE
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TYPOGRAPHY
Subheadings
Subheadings are an important level in the hierarchy of typography on a given page. They are a useful technique in technical writing and can provide a solution for lengthy, text-heavy pages, can describe
sections clearly and increase a web page's SEO performance. The subheadings have been given a very different style to headlines for contrast, but only a slight change to body copy for subtle definition.
Type: Raleway bold
Case: Sentence case
Type size: 9pt min
Tracking: 0
Kerning: Metrics
Leading: Auto
Example
This is a subheading
Ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta
simi, ist, asitati cumque moditiur?
Subheadings with headlines
As explained, subheadings can work with headlines and body copy. When relative to headlines, the rule for subheadings is that they are displayed at
half the type size of the headline. As the example below shows, a headline of 18pt (which is the minimum value for headlines) will hold a subheading
of 9pt (the minimum value for subheadings).
Example
THIS IS A HEADLINE
18pt
This is a subheading
9pt
18pt (min)
Note: The spacing between headlines and
subheadings should be a minimum of the font
height of the headline. As the example shows,
18pt should be the minimum spacing between
the two elements.
Colour
This is a subheading on LEVC Yellow
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This is a subheading on LEVC Black
This is a subheading on LEVC White
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TYPOGRAPHY
Body and legal copy
This page will show you how to style body and legal copy. Properly adjusted body text should not be noticeable and it should not interfere with the process of reading. If the body text is not set properly, this
can lead to poor legibility and it can annoy potential readers. These specifications should be used for the majority of LEVC communications and careful attention should be made to the styling of body and
legal copy.
Body copy
Type: Raleway
Type size: 8pt
Tracking: 0
Kerning: Metrics
Leading: 12pt
Legal copy
Body copy example:
This is the body copy in Raleway regular (8pt
size/12pt leading). To emphasize text, use
Raleway bold.
Type: Raleway italic
Type size: 6pt
Tracking: 0
Kerning: Metrics
Leading: 7.2pt
Legal copy example:
This is the legal copy in Raleway Italic (6pt size/7.2pt leading). To
emphasize text, use Raleway Bold Italic.Legal copy styling will
primarily be applied to terms and conditions copy, but has a use for
disclaimer text and referencing sources within the copy text.
Colour
This is the body copy in Raleway regular
(8pt size/12pt leading) on an LEVC
yellow background. To emphasize text,
use Raleway bold.
This is the body copy in Raleway regular
(8pt size/12pt leading) on an LEVC black
background. To emphasize text, use
Raleway bold.
This is the body copy in Raleway regular
(8pt size/12pt leading) on a white
background. To emphasize text, use
Raleway bold.
This is the legal copy in Raleway Italic (6pt size/7.2pt
leading) on an LEVC Yellow background. To emphasize
text, use Raleway bold italic.
This is the legal copy in Raleway Italic (6pt size/7.2pt
leading) on an LEVC Black background. To emphasize
text, use Raleway bold italic.
This is the legal copy in Raleway italic (6pt size/7.2pt
leading) on an LEVC black background. To emphasize
text, use Raleway bold italic.
Left aligned
This is the body copy in Raleway regular
(8pt size/12pt leading) aligned to the left. To
emphasize text, use Raleway bold.
This is the legal copy in Raleway italic (6pt size/7.2pt leading)
aligned to the left. To emphasize text, use Raleway bold italic
L E V C - Brand Guidelines V1.2
Centrally aligned
This is the body copy in Raleway regular
(8pt size/12pt leading) aligned centrally.
To emphasize text, use Raleway bold.
This is the legal copy in Raleway italic (6pt size/7.2pt
leading) aligned centrally. To emphasize text, use
Raleway bold italic.
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TYPOGRAPHY
Bullets and numbering
Displayed here are the specifications and examples of how to display bulleted and numbered lists. Bullet points are used for point by point elaboration in no particular order, whereas numbered lists are
used when you want to give a gradual, ordered elaboration in a numbered fashion, for instance starting with the most important points first and so on.
Bullets example
Sub bullets example
Numbers example
Sub numbers example
Type: Raleway
Type size: 8pt
Tracking: 0
Kerning: Metrics
Leading: 12pt
Left indent: 5mm
First line left indent: -5mm
Type: Raleway
Type size: 8pt
Tracking: 0
Kerning: Metrics
Leading: 12pt
Left indent: 10mm
First line left indent: -5mm
Type: Raleway
Type size: 8pt
Tracking: 0
Kerning: Metrics
Leading: 12pt
Left indent: 5mm
First line left indent: -5mm
Type: Raleway
Type size: 8pt
Tracking: 0
Kerning: Metrics
Leading: 12pt
Left indent: 10mm
First line left indent: -5mm
Body copy. Body copy. Body copy.
Body copy. Body copy. Body copy.
Body copy. Body copy.
Body copy. Body copy. Body copy.
Body copy. Body copy. Body copy.
Body copy. Body copy.
Body copy. Body copy. Body copy.
Body copy. Body copy. Body copy.
Body copy. Body copy.
Body copy. Body copy. Body copy.
Body copy. Body copy. Body copy.
Body copy. Body copy.
•
Bullet point one
•
Bullet point one
1.
Number one
1.
Number one
•
•
•
•
Bullet point two
Bullet point three
Bullet point four
Bullet point five
•
Bullet point two
• Sub bullet point one
• Sub bullet point two
• Sub bullet point three
2.
3.
4.
5.
Number two
Number three
Number four
Number five
2.
Number two
1. Sub number one
2. Sub number two
3. Sub number three
L E V C - Brand Guidelines V1.2
|
27
ICONOGRAPHY
L E V C - Brand Guidelines V1.2
|
28
ICONOGRAPHY
Line icons
The below style of icons aligns with the LEVC personality and mirrors foundational elements of our brand. These are characterized by simple, flat illustrations drawn with a thin line that echoes the style of
the primary typeface, Raleway. These icons are available in various formats in the LEVC Asset Pack and can be used in the styles shown below.
Power
Location
Email
Compass
Direction
Map
Globe
ID
Black outline
55 | 50 | 45 | 100
0|0|0
#000000
White outline
0|0|0|0
255 | 255 | 255
#ffffff
Yellow outline
0 | 2 | 98 | 0
255 | 236 | 0
#ffd700
Grey outline
55 | 46 | 46 | 11
119 | 119 | 119
#777777
L E V C - Brand Guidelines V1.2
|
29
PHOTOGRAPHY
L E V C - Brand Guidelines V1.2
|
30
PHOTOGRAPHY
Overview
LEVC's photography is a powerful way to communicate brand identity. Images chosen should be compelling and reflective of the energy that drives the brand and all of its activity. Photography can be
broken down into four core areas: Taxi Lifestyle, Taxi Isolated, People, and Environment. LEVC abides by a ‘visual eavesdrop’ photographic direction, the art of capturing people and scenes in real life
situations focusing on composition, human emotion and authenticity.
L E V C - Brand Guidelines V1.2
Taxi lifestyle
Taxi isolated
People
Environmental
|
31
PHOTOGRAPHY
Taxi lifestyle
The taxis' iconic status drives the brand and should be treated respectfully. A real-world connection is key in taxi lifestyle photography, and conveying this provides relevance to users. Natural shadows,
sunlight direction, foreground and background elements are all important areas to consider. If a driver is not clearly shown then subtle hints of human presence is very important. This can be displayed as
simply as having the taxi sign on or having the windows ajar to help reinforce the scene's legitimacy. The vehicle should appear in interesting situations to bring out the brand personality.
L E V C - Brand Guidelines V1.2
|
32
PHOTOGRAPHY
Taxi isolated
Just as important as lifestyle taxi imagery is the isolated studio photography. In a controlled environment, assets are produced to a high level of quality and resolution ready for both digital and print
communications, following a strict shot list of angles required. Photoshop techniques can be applied to the imagery to remove dirt/blemishes/scratches as well as removing the white infinity background to
create transparent imagery for varying degrees of backgrounds.
L E V C - Brand Guidelines V1.2
|
33
PHOTOGRAPHY
People
When shooting for LEVC assets, photography should be shot in colour, making an effort to capture high contrast with strong depth of field. People appearing in photography should look natural. Their
actions, body language and personalities should shine through. When selecting models, look for unique, modern people that photograph well, help tell the visual story in an authentic way and reflect the
brand’s diverse global approach. Styling should be modern, fashionable and effortless, adding realism and style to images. When directing the subject, aim to capture the moment where the action feels
personal and real.
L E V C - Brand Guidelines V1.2
|
34
PHOTOGRAPHY
Environment
All environmental imagery should be shot on location, set in real-life and should not appear fabricated. There may be instances which require an environment photograph with no taxi featured, and it's in
cases like this that the environment must be interesting and relevant enough to hold the viewer. Imagery must feature locations or scenarios which seem believable for all.
L E V C - Brand Guidelines V1.2
|
35
PRODUCT MARK (TBC)
L E V C - Brand Guidelines V1.2
|
36
ADVERTISING
L E V C - Brand Guidelines V1.2
|
37
ADVERTISING
Using square or rounded logos?
The LEVC lockup is available in two different styles - squared and rounded corners. They must be correctly used abiding by rules set in this document.
The squared lockup
This is the more independent of the two available. It can be used as a standalone
element and is not reliant on the presence of other objects.
Examples of its use could include; website banners, stationery, video idents,
presentation slides, desktop wallpaper and advertising.
The rounded lockup
The rounded version is completely dependent on other elements present on the
page. Situation 1: If the links (see pages 36-39) are displayed anywhere on the page,
rounded corners must be used. Situation 2: If you're using the frame (see page 40).
Both of these situations are the only circumstances where the rounded lockup
should be used. Without these elements present, use the squared lockup.
Images are for illustrative purposes only.
L E V C - Brand Guidelines V1.2
|
38
ADVERTISING
The links - Colour backgrounds
The links are a graphic to reflect some of the brands ethoses and act as an accompaniment to logos on our communication material. They represent connectivity, conversation and overall inclusiveness.
Their presence on a piece of material is a subliminal reminder of these.
Unlike the LEVC logos and lockups, the links are always styled with a yellow fill no matter what background it is used on. The exception would be if the background is a solid LEVC yellow fill, and in this case,
we allow the links to be displayed in the LEVC black colour swatch. Under no circumstance should the links colour fill differ from those shown on this page.
Photographic
LEVC black
CMYK
RGB
HEX
PANTONE
®
L E V C - Brand Guidelines V1.2
White
55 | 50 | 45 | 100
0|0|0
#000000
Pantone process black
LEVC yellow
CMYK
RGB
HEX
PANTONE
®
0|0|0|0
255 | 255 | 255
#ffffff
White
CMYK
RGB
HEX
PANTONE
®
0 | 2 | 98 | 0
255 | 236 | 0
#ffd700
Yellow 012 C
|
39
ADVERTISING
The links - Construction
This page highlights the construction and isolation of the links. These are not to be created from scratch, but rather sourced from the various file types available in the LEVC Asset Pack.
X
X
Minimum sizing
Print
Digital
X
X
15mm
50px
Isolation zone
L E V C - Brand Guidelines V1.2
|
40
ADVERTISING
The links - Misuse
This page displays examples of ways in which the links should not be used. This is not an exhaustive list, but it illustrates some of the most common issues. In particular, please make sure that they are
rendered in correct colour yellow (print or digital depending) and are not distorted. It is also important to ensure that the links has sufficient clear space.
Do not misuse brand colours
Do not misuse brand colours
Do not use non-brand colours
Do not create a lockup
Do not distort links
Do not rotate links
Do not add drop shadow to links
Do not outline links
Do not recreate links
Do not use on low contrast backgrounds
Do not add elements to links
Do not create patterns with links
Do not alter corners
Do not place other elements within links
Do not add bevel or emboss links
Do not alter transparency of links
L E V C - Brand Guidelines V1.2
|
41
ADVERTISING
The frame - Overview
The frame is a container for information used on LEVC advertising communications only. Its purpose is to function as a bridge (a constant element) between different imagery and layout styles, whilst also
preventing important information getting lost amoungst other bodies of text, such as terms and conditions and contact information.
It also displays one of the few instances where the rounded LEVC lockup is used, albeit modified to become the frame. The rounded lockup construction and rules for isolation still apply as if being used
independently, although these have also been extended to suit the frame as displayed below.
This is Body Copy ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam,
asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture sinci
nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut
acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid.
LEVC London
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
This is Legal Copy. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun
testiorrovid quid est, officture sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut acerero iur
ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio coreruptus autem
quiscium im dendus voloreptat.
X
X
X
Min H
X
X
Content Area
Contact
Information
Area
X
X
X
X
Legal Copy Area
X
L E V C - Brand Guidelines V1.2
H
X
X
1/6 1/6 1/6 1/6 1/6
X
|
42
ADVERTISING
The frame - Construction
The LEVC frame has been designed to manipulate its appearance to suit varying volumes and styles of copy. This page highlights two frames, containing different types of copy, but neither ultimately
changing their construction. Remember: The frame is a container for information used on LEVC advertising communications only.
Standard frame
This is the most standard of
the frames available in the
LEVC Asset Pack. It holds a
recommended amount of
body copy and requires no
manipulation. The amount of
copy cannot encroach on the
restricted area X . Find full
specifications and page layout
on page 49.
X
H
X
This is Body Copy ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam,
asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture sinci
nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut
acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid.
LEVC London
X
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
X
This is Legal Copy. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun
testiorrovid quid est, officture sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut acerero iur
ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio coreruptus autem
quiscium im dendus voloreptat.
H
X
1/6 1/6 1/6 1/6 1/6
Reduced copy frame
This, like the standard frame,
requires no editing of its design
and also has the same area for
content. However, if body copy
is not needed for an advert,
the frame here can become
an area for reduced 'snappier'
copy. The text size can vary,
so long as the restricted area X
is not penetrated. Find full
specifications and page layout
on page 49.
L E V C - Brand Guidelines V1.2
X
H
X
Reduced copy example
LEVC London
X
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
X
This is Legal Copy. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun
testiorrovid quid est, officture sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut acerero iur
ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio coreruptus autem
quiscium im dendus voloreptat.
H
X
1/6 1/6 1/6 1/6 1/6
|
43
ADVERTISING
The frame - Construction
As mentioned on page 43, the frame can accommodate varying amounts of text. This page displays two frames; one which allows for an extended amount of body copy; and one which shows how to use an
LEVC product mark with the frame. Remember: The frame is a container for information used on LEVC advertising communications only.
Expanded frame
A large volume of body copy
would not fit in the standard
frame, and in this situation,
the frame can be altered. The
height can be increased to
allow for the copy - the width
must remain the same. Once
the copy is written in, the frame
is then finessed so that the
restricted area X reaches the
top of the copy.
X
X
This is Body Copy nctet faccatur alita corrum et omniantio bernatus et, quod que explaut acerero iur ad que re
pratet ommostiis autae nonsequ amenis nonem quid. Nimodia ntisitatem quas molore odit, nisinctet faccatur
alita corrum et omniantio bernatus et, quod que explaut acerero iur ad que re pratet ommostiis autae nonsequ
amenis nonem quid.
X
Aque comnis voloribus inctor ab in conem quibero inullique dollenisiti reptate.
LEVC London
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
X
This is Legal Copy. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun
testiorrovid quid est, officture sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut acerero iur
ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio coreruptus autem
quiscium im dendus voloreptat.
X
1/6 1/6 1/6 1/6 1/6
Product mark frame
X
Advertising a model will
certainly require the presence
of a product mark and perhaps
copy around an offer included.
This frame displays guidelines
on how to lay out the product
mark in relation to the framed
body copy using X as a guide.
TX
X
X
The electric taxi
From £150 per week*
Powered by
H
H
eCity
technology
X
X
This is Body Copy ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam,
asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture sinci
nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut
acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid.
LEVC London
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
X
This is Legal Copy. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun
testiorrovid quid est, officture sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut acerero iur
ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio coreruptus autem
quiscium im dendus voloreptat.
H
X
L E V C - Brand Guidelines V1.2
1/6 1/6 1/6 1/6 1/6
|
44
THIS IS A
ADVERTISING
HEADLINE
The frame - Construction - Double-page spread frame including product marks
This is an optional
subheading
The frame below has to be created with its use being limited to double-page spread layouts only. It's purpose is to provide an alternative frame for the designer creating the advert, if larger amounts of
copy or content are required.
A breakdown on the use of this frame is displayed on page 50 in these guidelines.
TX
The electric taxi with range extender
From £150 per week*
Powered by
eCity
technology
The revolutionary new TX is the first purpose-built electric taxi with range extender. With a weekly price from just
£150, significantly reduced running costs, and increased passenger demand, you will also revolutionise your business.
We are people driven, and this is your future. Contact us to reserve yours today.
LEVC London
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
Ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture
sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid
experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio coreruptus autem quiscium im dendus voloreptat.
X
X
TX
The electric taxi with range extender
X
From £150 per week*
Powered by
H
H
eCity
technology
The revolutionary new TX is the first purpose-built electric taxi with range extender. With a weekly price from just
£150, significantly reduced running costs, and increased passenger demand, you will also revolutionise your business.
We are people driven, and this is your future. Contact us to reserve yours today.
X
LEVC London
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
X
Ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture
sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid
experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio coreruptus autem quiscium im dendus voloreptat.
H
X
1/6 1/6 1/6 1/6 1/6
Page Fold
L E V C - Brand Guidelines V1.2
|
45
ADVERTISING
The frame - Misuse
The examples below show ways in which the frame should not be used. This is not an exhaustive list, but it illustrates some of the most common issues. In particular, please make sure that the frame is also
rendered in the correct brand colours (CMYK for print and RGB for digital) and is not distorted. It is also important to ensure that the identity has sufficient clear space.
This is Body Copy ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam,
asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture sinci
nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut
This is Body Copy ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam,
asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture sinci
nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut
acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid.
acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid.
Do not misuse brand colours
This is Body Copy ta conestiatur suntibu sapiciae. Nihicit quibus, nisti
nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate
mperum ipsus nonsene ctotatus rentiun testiorrovid quid.
Do not distort the frame
Do not use non-brand colours
This is Body Copy ta
conestiatur suntibu
sapiciae. Nihicit quibus,
asitati cumque moditiur
nisti nobiscipicta simi,
? Am faceate mperum
ist, quiaepro es quam,
ipsus nonsene ctotatus
nimodia ntisitatem
rentiun testiorrovid
quas molore odit, nisincte
quid est, officture sinci
t faccatur alita corrum
acerero iur ad que
et omniantio bernatu
re pratet ommostiis
s et, quod que explaut
autae nonsequ amenis
nonem quid.
Do not rotate the frame
This is Body Copy ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam,
asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture sinci
nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut
acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid.
This is Body Copy ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam,
asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture sinci
nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut
acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid.
Do not alter the frame's rounded corners
This is Body Copy ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam,
asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture sinci
nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut
acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid.
Do not add drop shadow to the frame or elements within it
L E V C - Brand Guidelines V1.2
Do not alter positioning of frame elements
This is Body Copy ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam,
asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture sinci
nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut
acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid.
Do not create an outline version of the frame
|
46
ADVERTISING
Print - Overview
Adverts are a window in to any brand, and can say a lot more to an audience than just what is being advertised. One advert can utilise lots of elements of the LEVC brand including; colour, typography.
photography, logo, the frame, the links. This section gives a guide on how to use these various elements in advertising.
THIS IS A
HEADLINE
This is an optional
subheading
THIS IS A
HEADLINE
This is an optional
subheading
Sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que
explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia
volo id. Quiatia nonsequ isciaecti dolorro maio coreruptus autem qudus voloreptat.Officid utempor am
ipiendent.
Ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene
ctotatus rentiun testiorrovid quid est, officture sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que
explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio
coreruptus autem quiscium im dendus voloreptat.
L E V C - Brand Guidelines V1.2
LEVC London
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
Sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que
explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia
volo id. Quiatia nonsequ isciaecti dolorro maio coreruptus autem qudus voloreptat.Officid utempor am
ipiendent.
LEVC London
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
Ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene
ctotatus rentiun testiorrovid quid est, officture sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que
explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio
coreruptus autem quiscium im dendus voloreptat.
|
47
ADVERTISING
Print - Single page layout
This is a display of an A4 (210x297mm) single page print advert. It demonstrates the relationship between the various brand elements likely to be used on advertising communications. There must be a
sufficient amount of contrast between the copy and the image to keep legibility at a good level.
11mm
11mm
Headline
X
Type: Raleway Bold
Case: All Caps
Type Size: 18pt min
Tracking: 300
Kerning: Optical
Leading: 1.5 x type size
THIS IS A
HEADLINE
Subheading
Type: Raleway Bold
Case: Sentence Case
Type Size: 0.5x headline
Tracking: 0
Kerning: Metrics
Leading: Auto
Contact copy
This is an optional
subheading
Type: Raleway Bold/Raleway
Type Size: 6pt
Tracking: 0
Kerning: Metrics
Leading: 7.2
Body copy
Type: Raleway
Type Size: 8pt min
Tracking: 0
Kerning: Metrics
Leading: 12pt
Legal copy
11mm
X
Sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que
explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia
volo id. Quiatia nonsequ isciaecti dolorro maio coreruptus autem qudus voloreptat.Officid utempor am
ipiendent.
Ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene
ctotatus rentiun testiorrovid quid est, officture sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que
explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio
coreruptus autem quiscium im dendus voloreptat.
LEVC London
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
Type: Raleway Italic
Type Size: 6pt
Tracking: 0
Kerning: Metrics
Leading: 7.2
11mm
L E V C - Brand Guidelines V1.2
|
48
ADVERTISING
Print - Double-page layout
This is a display of an A3 (420mm x 297mm) double-page spread print advert. It demonstrates the relationship between the various elements likely to be used on advertising communications. There must be
a sufficient amount of contrast between the copy and the image to keep legibility at a good level.
11mm
11mm
Headline
Type: Raleway Bold
Case: All Caps
Type Size: 18pt min
Tracking: 300
Kerning: Optical
Leading: 1.5 x type size
Subheading
Type: Raleway Bold
Case: Sentence Case
Type Size: 0.5x headline
Tracking: 0
Kerning: Metrics
Leading: Auto
Body copy
THIS IS A
HEADLINE
Type: Raleway
Type Size: 8pt min
Tracking: 0
Kerning: Metrics
Leading: 12pt
This is an optional
subheading
11mm
X
Sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que
explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia
volo id. Quiatia nonsequ isciaecti dolorro maio coreruptus autem qudus voloreptat.Officid utempor am
ipiendent.
LEVC London
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
Ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene
ctotatus rentiun testiorrovid quid est, officture sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que
explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio
coreruptus autem quiscium im dendus voloreptat.
11mm
11mm
L E V C - Brand Guidelines V1.2
Legal copy
Contact copy
Type: Raleway Italic
Type Size: 6pt
Tracking: 0
Kerning: Metrics
Leading: 7.2
Type: Raleway Bold/Raleway
Type Size: 6pt
Tracking: 0
Kerning: Metrics
Leading: 7.2
|
49
ADVERTISING
Print - Double page layout - Optional frame
An optional double-page layout is available in the LEVC Asset Pack and displays the use of the optional frame featured on page 45 of these guidelines. The use of this layout is applied when large amounts
of content/copy would be detrimental to the overall design of the advert.
It is the responsibility of the designer creating the advert to choose which double-page layout suits the amount of content they have been given.
11mm
11mm
Headline
Type: Raleway Bold
Case: All Caps
Type Size: 18pt min
Tracking: 300
Kerning: Optical
Leading: 1.5 x type size
THIS IS A
HEADLINE
Subheading
L E V C - Brand Guidelines V1.2
Tracking: 0
Kerning: Metrics
Leading: 12pt
11mm
TX
Type: Raleway Italic
Type Size: 6pt
Tracking: 0
Kerning: Metrics
Leading: 7.2
Type: Raleway
Type Size: 8pt min
This is an optional
subheading
Type: Raleway Bold
Case: Sentence Case
Type Size: 0.5x headline
Tracking: 0
Kerning: Metrics
Leading: Auto
Legal copy
Body copy
The electric taxi with range extender
From £150 per week*
Powered by
eCity
technology
The revolutionary new TX is the first purpose-built electric taxi with range extender. With a weekly price from just
£150, significantly reduced running costs, and increased passenger demand, you will also revolutionise your business.
We are people driven, and this is your future. Contact us to reserve yours today.
LEVC London
Brewery Road,
London N1 ABC
www.levc.co.uk
03300 245 922
Contact copy
Ta conestiatur suntibu sapiciae. Nihicit quibus, nisti nobiscipicta simi, ist, quiaepro es quam, asitati cumque moditiur? Am faceate mperum ipsus nonsene ctotatus rentiun testiorrovid quid est, officture
sinci nimodia ntisitatem quas molore odit, nisinctet faccatur alita corrum et omniantio bernatus et, quod que explaut acerero iur ad que re pratet ommostiis autae nonsequ amenis nonem quid
experferibus et es maiorepelia volo id quiatia nonsequ isciaecti dolorro maio coreruptus autem quiscium im dendus voloreptat.
11mm 11mm
Type: Raleway Bold/Raleway
Type Size: 6pt
Tracking: 0
Kerning: Metrics
Leading: 7.2
|
50
B U S I N ES S A P P L I CAT I O N S
L E V C - Brand Guidelines V1.2
|
51
B U S I N ES S A P P L I CAT I O N S
Business cards
This is the LEVC business card template in 85x55mm size format. It displays all the information an employee should have. However, if an employee does not have, or does not require a mobile number to be
displayed, it can be removed from the design and submitted to print without one.
Please ensure that all employee information is correct before supplying for print.
6mm
6mm
Name
Type: Raleway Bold
Type Size: 10
Tracking: 300
LEVC
6mm
JOHN SMITH
Chief Executive Officer
約翰·史密斯
Title / Info
Type: Raleway Regular
Type Size: 7
Tracking: 0
1mm
3mm
首席執行官
6mm
M +44 (0) 123 456 7890 T +44 (0) 123 456 7890
E john.smith@levc.com W www.levc.com
Li Close, Ansty Business Park, Coventry CV7 9JU UK
3mm
6mm
Address
Type: Raleway
Type Size: 5
Tracking: 0
A G E E LY G R O U P C O M P A N Y
6mm
20mm
L E V C - Brand Guidelines V1.2
20mm
|
52
B RA N D A P P L I CAT I O N
Letterhead
Below is the template for LEVC letterheads. They have been designed to allow better legibility for the recipient, while maintaining the brand identity.
Please ensure that all letters end with the correct sign-off. i.e. Sincerely, regards, kind regards etc.
12.7mm
Li Close,
Ansty Park, Coventry
CV7 9RF UK
E tbc@london-taxis.co.uk
T 0123 456 7890
Li Close,
Ansty Park, Coventry
CV7 9RF UK
E tbc@london-taxis.co.uk
T 0123 456 7890
Type: Raleway Bold
Type Size: 8
13th April , 2017
Dear Sir / Madam,
Type: Raleway
Type Size: 8
Leading: 12
13th April , 2017
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
Dear Sir / Madam,
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore
eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore
eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, in culpa qui officia deserunt mollit
anim id est laborum.
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu
fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, in culpa qui officia deserunt mollit
anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore
eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore
eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore
eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip
ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore
eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt
mollit anim id est laborum.
Type: Raleway Bold
Type Size: 8
Sincerely,
Sincerely,
John Smith,
Chief Executive Officer
John Smith,
Chief Executive Officer
Company registration number: 08357576
Registered address: Li Close, Ansty Business Park, Coventry CV7 9RF UK
Company registration number: 08357576
Registered address: Li Close, Ansty Business Park, Coventry CV7 9RF UK
13.36mm
13.36mm
L E V C - Brand Guidelines V1.2
13.36mm
|
53
B RA N D A P P L I CAT I O N
Envelope
This page shows the guides created for LEVC branded envelopes as a DL size (110x220mm). These guides can be translated onto other sizes of envelope keeping the links in the top left of the front
face, and the square-cornered name and claim lockup and details centred-bottom on the reverse. Despite the presence of the links, the rounded lockup is not used as two assets are on different sides
of the envelope.
10mm
10mm
Type: Raleway Regular / Bold
Type Size: 6
31mm
10mm
Return Address: Li Close, Ansty Business Park, Coventry, CV7 9RF UK
L E V C - Brand Guidelines V1.2
|
54
B RA N D A P P L I CAT I O N
A4 folder
The A4 presentation folder will be used for all official contact and communications of LEVC. It's designed to hold paper up to A4 size (210x297mm) but also has slots for a business card to
be displayed.
LEVC
Li Close, Ansty Business Park, Coventry CV7 9RF UK
www.levc.com
15mm
75mm
Type: Raleway Regular / Bold
Type Size: 9
5mm
L E V C - Brand Guidelines V1.2
|
55
B RA N D A P P L I CAT I O N
Desktop wallpaper
Official desktop wallpapers are available from the LEVC Asset Pack. The use of the LEVC name and claim logo has been specifically sized to suit the screen size, so it's imperative that the correct wallpaper
is used for the device.
iMac Desktop Wallpaper
2560 x 1440 px
L E V C - Brand Guidelines V1.2
Windows Desktop Wallpaper
1920 x 1080 px
MacBook Pro Wallpaper
2560 x 1600 px
|
56
B RA N D A P P L I CAT I O N
Email Signature
Displayed here, are the details and specifications to create an LEVC email signature. LEVC email signatures are straightforward, simple have a hint of spirit, and comply with brand guidelines.
Under no circumstances must alterations be made to the standards set on this page.
Name
Type: Arial Bold
Type Size: 24
Tracking: 300
J O H N S M I T HX
X
Digital Marketing Executive
X
T +44 (0)24 7657 2000 ext 2105 | M +44 (0)7773 935181
X
Title
Type: Arial Bold
Type Size: 12
Tracking: 0
X
Info
Type: Arial Regular
Type Size: 12
Tracking: 0
Legal
Li Close, Ansty Business Park, Coventry CV7 9RF UK
X
W london-taxis.co.uk | W london-taxis.com | W global.geely.com
X
X
This e-mail is confidential and intended solely for the use of the individual to whom it is addressed. If you are not the intended
recipient, please notify the sender immediately. Do not disclose the contents of this e-mail to any other person, use it for any
purpose, print, copy, store, or distribute it. This e-mail should then be destroyed. Any views expressed in this message are
those of the individual sender except where the sender specifically states them to be the views of London EV Company Ltd.
X
Type: Arial Regular
Type Size: 9
Tracking: 0
L E V C - Brand Guidelines V1.2
|
57
B RA N D A P P L I CAT I O N
Microsoft Office - PowerPoint presentations
When creating PowerPoint presentations, it is advised that you use the template available in the LEVC Asset Pack. It is pre-set with font styles, bullet point styles and colour palettes which reflect the brand,
and ultimately keep LEVC's image consistent.
There are a number of predefined master slide layouts available (see page 55) to use and should be adhered to as closely as possible without changing the overall design.
PowerPoint Slide Title
Type: Raleway Bold
Type Size: 16
Tracking: Very Loose
Paragraph Title
Type: Raleway Bold
Type Size: 9
Tracking: Very Loose
Body Copy
Type: Raleway Bold
Type Size: 9
Tracking: Normal
Bullets
Type: Raleway
Type Size: 9
Tracking: Normal
Bullet Glyph: Square
Bullet Colour: LEVC Yellow
L E V C - Brand Guidelines V1.2
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58
B RA N D A P P L I CAT I O N
Microsoft Office - PowerPoint presentations
Displayed below are examples of well laid out LEVC presentation slides. You will notice a few consistencies throughout i.e. The slide title is either aligned left or centrally at the top of the slide; imagery must
not affect the legibility of written copy; and backgrounds can be black, white or yellow - with black and white imagery occasionally having yellow as a highlight colour. All of the slides below can be found in
the LEVC PowerPoint template in the LEVC Asset Pack.
L E V C - Brand Guidelines V1.2
|
59
B RA N D A P P L I CAT I O N
Microsoft Office - Word documents
The below example is a template for starting a new document in Microsoft Word. It illustrates the sizing of text, font and line spacing which should be adhered to. All fonts are to use the LEVC black colour
values found on page 17 of these guidelines. Unlike other communications, Word documents must be written using the secondary typeface, Arial. This file can be downloaded from the LEVC Asset Pack.
Headline
Type: Arial Bold (All caps)
Type size: 18
Tracking: Expanded by 4pt
Subheading
Type: Arial Bold
Type size: 9
Tracking: 0
Subheading
Type: Arial
Type size: 8
Tracking: 0
Line spacing: 1.15
Bullets
LEVC Footer
The footer provided on the Microsoft Word
template must not be altered in any way.
Any requests for alterations regarding the footer
must be approved by a senior LEVC official.
Type: Arial
Type size: 8
Tracking: 0
Line spacing: 1.15
Hanging: 0.5cm
Indentation: 1cm
L E V C - Brand Guidelines V1.2
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60
B RA N D A P P L I CAT I O N
Microsoft Office - Tables
The most commonly used form of displaying data is in a table. Any table created must use the LEVC Yellow colour swatch for title cells. Any other data cells must use the white swatch.
This is the table title (Arial Bold, 9pt)
Title cells
Type: Arial Bold
Type size: 8
Cell colour: LEVC yellow
Table cells
Type: Arial
Type size: 8
Cell colour: LEVC white
Title
Column 1
Column 2
Column 3
Column 4
Column 5
Row 1
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Row 2
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Row 3
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Row 4
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Highlighting table cells
To highlight positive and negative pieces of data, the cell colours can be changed to the secondary green and
secondary red colour swatches making sure the text in the cell is changed to white for clarity.
Title
Column 1
Column 2
Column 3
Column 4
Column 5
Row 1
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Row 2
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Row 3
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Row 4
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Lorem ipsum
Secondary Green
CMYK
RGB
HEX
L E V C - Brand Guidelines V1.2
73 | 2 | 98 | 0
70 | 178 | 75
#46b24b
Secondary Red
CMYK
RGB
HEX
2 | 98 | 73 | 0
232 | 36 | 68
#e82444
|
61
B RA N D A P P L I CAT I O N
Microsoft Office - Graphs
Graphs must be used as depicted below. They must contain a graph title, X axis titles, Y axis titles and a key if necessary all written in in Arial. The graph colours must always be used and in the order shown
at the bottom of this page.
Pie charts must be used as depicted below. Following the graphs, pie charts must have a title and a key both labelled in the Arial font. Colours from the LEVC graph colours set are only acceptable and must
be used correctly and in order.
L E V C - Brand Guidelines V1.2
LEVC Yellow
LEVC Black
Secondary Green
Secondary Red
Secondary
Grey 3
Secondary
Grey 4
0 | 2 | 98 | 0
255 | 236 | 0
#ffd700
55 | 50 | 45 | 100
0|0|0
#000000
73 | 2 | 98 | 0
70 | 178 | 75
#46b24b
2 | 98 | 73 | 0
232 | 36 | 68
#e82444
55 | 46 | 46 | 11
119 | 119 | 119
#777777
8|6|7|0
230 | 230 | 230
#e6e6e6
|
62
LEVC
GForces
Li Close,
Ansty Business Park,
Coventry, CV7 9JU UK
Corbin Business Park, Caring Lane,
Bearsted, Kent,
ME14 4NJ UK
E tbc@levc.com
T 0123 456 7890
E levc@gforces.co.uk
T 0845 055 9040