BeFibre Logo;
It is important our logo remains consistent. The logo should not be misinterpreted, modified or added to. To protect our brand identity, we’ve registered our typemark, so the logo should always carry the ® icon. The logo must never be redrawn, adjusted or modified in any way. It should only be reproduced from the artwork provided.
Do not - Outline the logo, Stretch or squash the logo, add effects to the logo, rotate the logo, swap colours or alter the spacing.
Strapline;
Broadband as it should Be™
Our strapline communicates our brand essence - so it’s important we show it wherever we can. We’ve also trademarked our strapline, so it should always have the TM logo at the end. It doesn’t have to be used every time our logo is. And once on a document is enough. Use your judgement on its inclusion where space is a premium and never use the strapline without the logo. We don’t have a fixed rule for the relationship between our logo and strapline - best use depends on the medium - but using the strapline at least as far away from our logo as the ‘Be’ space is a good starting point. You should always use Avenir Next Demi Bold for the word ‘Be’.
Typography;
We have always used Avenir as our typeface because it’s simple and clean, but can pack a punch when we need it to. Our latest brand identity uses an updated version called Avenir Next. Even our logo font is based on Avenir Next and by using different weights of the same font, we can ensure the BeFibre brand identity is always consistent. We only use Avenir Next Regular, Regular Italic, Demi Bold and Demi Bold Italic. When we’re using our corporate font, we need to follow a few simple rules. Our base leading is 10pt and every typographic element should use this to ensure everything sits on the same baseline grid. Use a baseline grid of 5pt to capture anything smaller than 8pt text. Headlines We use two types of headlines. If the headline uses the word ‘Be’, that word should use Avenir Next Demi Bold and the rest of the sentence should use Regular. We want the word ‘Be’ to stand out. If you don’t have ‘Be’ in the headline, these should all be in Avenir Next Demi Bold so they stand out. For all headlines, you will have to individually track each character so the space between them is tight, but even. There is no set value and this will need to be done by eye. Leading should also be ‘set solid’. Subheadings and calls to action Subheadings should also be in Avenir Demi Bold with -10 tracking. Body copy This is set in Avenir Next Regular and uses the 10pt base for leading. We use -10 tracking at this smaller size. You can use Avenir Next Demi Bold to bring attention to a specific word or sentence if you need to, but never increase the size of the font within the same paragraph or sentence. (Anything in parenthesis or ‘quotes’ we prefer to see in italics).
Colour Palette;
Our colours are essential elements when it comes to visual signposting and differentiating ourselves from our competitors. Our primary colour is Be Tangerine and this is best printed using Pantone 021 (otherwise it can get a bit murky). Use this colour for our logo when you can’t use our Beline gradients. The rest of our colours we never use on our own. Instead, they should make up a vibrant, kinetic background using our Belines. You can find out more about those on the following page. If you have to use one of our colours on its own, you should choose Be Tangerine only. Use the dark grey colour instead of 100% black for text.
Belines;
Our Belines are more than a colour palette. They are a suite of 3D lines that represent the flow of entertainment our customers receive when they use our service. They’re second only in importance to our logo and should be used wherever possible. Belines should fill most of the background and use our Be Tangerine colour as the base - you should only be able to see small portions of this. Feel free to rotate and resize in proportion, but you must be able to see some Be Yellow and some Be Cyan and you should always be able to see the curving flow of the line. You can also use the Belines smaller on white as an accent graphic.
Brand Guidelines Do's & don'ts;
Do be Bold Inspiring and insightful Human Conversational Honest
Don’t be Arrogant or overconfident Controversial Jargon-heavy or complicated Negative Misleading or dishonest
