Apprenticeship

📋 1 Guidelines

🔗 Connections

Sector

Public sector Education

Region

United kingdom

Guideline Year

2019

Language

English

Tags

Corporate

Official Websites

Brand Guidelines

2019

Brand Summary

Mission
  • To inspire and excite both potential apprentices and employers by showcasing the energy, enthusiasm, and passion apprentices bring, positioning apprenticeships as world-class opportunities for individuals and businesses [^1].
Core Values
  • energy
  • enthusiasm
  • determination
  • passion
  • empowerment
  • progression
  • inclusivity
  • openness
  • confidence
  • inspiration
  • momentum [^2]
Target Audience
  • Potential apprentices (including school leavers, retrainers, people returning to the workforce), employers (SMEs, levy payers), parents, teachers, and influencers [^3].
Personality Traits
  • confident
  • energetic
  • inspiring
  • open-minded
  • inquisitive
  • dynamic
  • progressive
  • enthusiastic
Visual Identity Overview
  • The brand uses dynamic, electrified visuals with lightning motifs, bold typography, and a modern, energetic color palette (black, white, blue, yellow). The logo features stylized blue flames or curved lines, emphasizing movement and motivation. Visuals are dramatic, with electric effects and impactful headlines, creating a distinctive, high-tech, and empowering look [^5][^2].

Categories

Brand Voice
  • To change a nation’s perception of apprenticeships, we need to deliver our many messages in a confident, energetic and inspiring way to reflect the personality of apprentices.
  • It takes great courage to get out there and start a career, so we need to make sure we get everyone not just excited, but inquisitive and open-minded too.
  • The key to Fire It Up’s tone of voice is momentum and inspiration. All the precise information needed for each of the many different audiences, without sounding too dry or overly ‘keen’.
  • A good way to combine the two is to use a quietly confident headline
  • ‘We Blaze Our Own Trail’
  • Followed by sub-headings that highlight the benefits of apprenticeships.
  • Any written content should resonate ‘Earn a competitive salary and get training paid for’. with the same enthusiasm and passion of the apprentices.
  • And use Fire It Up as a strong rallying call to action wherever it feels appropriate.
  • We make them feel excited by celebrating their different potential career paths. We tap into the subtle ‘superheroes among us’ vibe though the electrifying visuals and call to arms headlines.
  • Lead with the benefits to business – apprenticeships as a more agile, exciting way to recruit, refine and retain the right people across the company. Messaging which explains the benefits also dilutes perceived risk, which is reassuring to businesses.
  • The campaign language is best served in the headlines to position apprenticeships as dynamic and progressive, with an encouraging call to action – Fire It Up – to keep the momentum alive.
Brand Imagery
  • We want to inspire and excite both potential apprentices and employers by showing that apprentices have a natural energy and enthusiasm that rubs off on everyone around them. This energy is being creatively visualized with electricity. The electrical spark links all assets of the campaign together giving it a distinctive look and feel. The headlines and type will be dynamic and electrified too, reflecting the apprentice’s personalities.
  • Featuring real apprentices, this campaign aims to embody the spirit, determination and passion they have and to highlight the new energy they can bring into businesses. Apprenticeships will ‘Fire It Up’ and inspire the nation to blaze their own trail.
  • Our new campaign apprentices were photographed with this in mind, using brighter and more electric colours to create dramatic environments. The new spark is applied across all the photography and is more electrifying than before.
Color Palette
  • Our new campaign apprentices were photographed with this in mind, using brighter and more electric colours to create dramatic environments. The new spark is applied across all the photography and is more electrifying than before.
  • Copy will be overlaid on photography with the headline and body copy in white, with the CTA in Yellow.
  • Colour breakdowns of the Yellow can be found below.
  • Use CMYK for print, rgb for screen and Hex for web.
  • Yellow CMYK COM25 Y89 KO RGB R 255 G 194 B 53 HEX #ffc235
Typography
  • The copy block is made up of three sections: • The headline, which can cover 2 or 3 lines. • The body copy, which also can be either 2 or 3 lines. • The CTA (call to action) line which is one line in length.
  • The leading between the headline and body is set by eye, where as the body & CTA are a single block.
  • The leading between the body and the CTA are defined by having paragraph space after set to 2mm.
  • The tracking is set tightly on the headline (-40) and then kerning is set optically. This should be snug, but never touching.
  • Body and CTA tracking is looser, set to 5, and also with kerning set optically.
  • HEADLINE NOBEL BOLD CAPS
  • Font size: flexible use of space
  • Leading: -10 points to font size
  • Tracking: -40
  • Kerning : optical
  • Rotation angle: 10°
  • Shear X angle: 15°
  • Body Nobel Regular
  • Font size 22pt
  • Leading: 22pt
  • Tracking: 5
  • Space after: 2mm
  • HEADLINE NOBEL BOLD CAPS Body copy/CTA copy Nobel regular Sentence case 22pt
  • Copy will be overlaid on photography with the headline and body copy in white, with the CTA in Yellow.
  • Colour breakdowns of the Yellow can be found below. Use CMYK for print, rgb for screen and Hex for web.
  • Yellow CMYK COM25 Y89 KO RGB R 255 G 194 B 53 HEX #ffc235
Logo Usage
  • There are two colour variations of the logo. Both can be used over a solid colour background or over an image. Make sure the logo is clear and can be easily read.
  • A block colour vector alternative logo is available as seen on page 17. This is only to be used in instances where the primary logo is unsuitable, such as large format print.
  • The logo will appear without the ‘Fire It Up’ line when not directly campaign related such as the website.
  • The logo’s clear space is the height of the A as illustrated here.
  • Due to the detailed style of this logo, it isn’t available as a vector file, therefore the below size restrictions must be followed:
  • Minimum size: 20mm width (print 300 dpi) 100px width (Screen 72 dpi)
  • Maximum size: 334mm (print 300 dpi) 3948px (Screen 72 dpi)
  • These are common mistakes to avoid when using the logo. Always use the artwork provided and never attempt to recreate the logo.
  • Do not try to recreate the apprenticeships logo. Always use supplied artwork.
  • Always respect the exclusion zone -no graphic elements are allowed in this area.
  • Do not apply effects such as drop shadows and keylines.
  • Do not reposition or change the relationship of any elements of the logo or word mark.
  • Do not alter the colours of the logo elements.
  • Do not create unauthorised straplines with the logo.
  • Do not reorientate.
  • Never contain the logotype within a shape.
  • Do not distort in any way.
  • When the Apprenticeships logo is used in co-branded communications, please make sure it is positioned and sized following these guidelines:
  • Clear space between the logos must be at least x3 the height of the A
  • Apprenticeships logo width is no smaller than partner logo width AND height is no smaller than 75% of partner logo height.
  • Partner logos are always positioned to the left as illustrated in co-branded communications.
  • The Fire It Up line is meant for use across campaign/campaign related assets.
  • When the logo is shown along with the Fire It Up line, the approved composition should be used. Please don’t change the positioning and/ or the proportion between the logo and the Fire It Up line.
  • In advertising the lockup should sit bottom left or right so it follows on from the headline.
  • Other media, the logo should primarily sit top right. When this is not possible there is flexibilty to sit in one of the other corners.
  • If the lockup is used next to partner logos, the same rules apply as on page 15.
  • For printing purposes, there may be need for a vector version of the logo to be applied. This version is simplified, and should only be used when the primary logo cannot withstand the printing process.
Tone And Messaging
  • To change a nation’s perception of apprenticeships, we need to deliver our many messages in a confident, energetic and inspiring way to reflect the personality of apprentices.
  • It takes great courage to get out there and start a career, so we need to make sure we get everyone not just excited, but inquisitive and open-minded too.
  • The key to Fire It Up’s tone of voice is momentum and inspiration. All the precise information needed for each of the many different audiences, without sounding too dry or overly ‘keen’.
  • A good way to combine the two is to use a quietly confident headline
  • ‘We Blaze Our Own Trail’
  • Followed by sub-headings that highlight the benefits of apprenticeships.
  • Any written content should resonate ‘Earn a competitive salary and get training paid for’. with the same enthusiasm and passion of the apprentices.
  • And use Fire It Up as a strong rallying call to action wherever it feels appropriate.
  • We make them feel excited by celebrating their different potential career paths. We tap into the subtle ‘superheroes among us’ vibe though the electrifying visuals and call to arms headlines.
  • Lead with the benefits to business – apprenticeships as a more agile, exciting way to recruit, refine and retain the right people across the company. Messaging which explains the benefits also dilutes perceived risk, which is reassuring to businesses.
  • The campaign language is best served in the headlines to position apprenticeships as dynamic and progressive, with an encouraging call to action – Fire It Up – to keep the momentum alive.
Brand Values
  • We need to overhaul the perception of apprenticeships, to position them as world-class. Apprentices follow their passions. Apprenticeships are for those who have the spirit to blaze their own trail. This strategy is what led to the creative idea: Fire It Up.
  • We want to inspire and excite both potential apprentices and employers by showing that apprentices have a natural energy and enthusiasm that rubs off on everyone around them. This energy is being creatively visualized with electricity. The electrical spark links all assets of the campaign together giving it a distinctive look and feel. The headlines and type will be dynamic and electrified too, reflecting the apprentice’s personalities.
  • Featuring real apprentices, this campaign aims to embody the spirit, determination and passion they have and to highlight the new energy they can bring into businesses. Apprenticeships will ‘Fire It Up’ and inspire the nation to blaze their own trail.
Visual Style
  • The electrical spark links all assets of the campaign together giving it a distinctive look and feel. The headlines and type will be dynamic and electrified too, reflecting the apprentice’s personalities.
  • Our new campaign apprentices were photographed with this in mind, using brighter and more electric colours to create dramatic environments. The new spark is applied across all the photography and is more electrifying than before.
  • There are two colour variations of the logo. Both can be used over a solid colour background or over an image. Make sure the logo is clear and can be easily read.
  • A block colour vector alternative logo is available as seen on page 17. This is only to be used in instances where the primary logo is unsuitable, such as large format print.
  • The logo’s clear space is the height of the A as illustrated here.
  • Due to the detailed style of this logo, it isn’t available as a vector file, therefore the below size restrictions must be followed:
  • Minimum size: 20mm width (print 300 dpi)
  • Maximum size: 334mm (print 300 dpi)
  • 100px width (Screen 72 dpi) 3948px (Screen 72 dpi)
  • These are common mistakes to avoid when using the logo. Always use the artwork provided and never attempt to recreate the logo.
  • Do not try to recreate the apprenticeships logo. Always use supplied artwork.
  • Always respect the exclusion zone -no graphic elements are allowed in this area.
  • Do not apply effects such as drop shadows and keylines.
  • Do not reposition or change the relationship of any elements of the logo or word mark.
  • Do not alter the colours of the logo elements.
  • Do not create unauthorised straplines with the logo.
  • Do not reorientate.
  • Never contain the logotype within a shape.
  • Do not distort in any way.
  • Clear space between the logos must be at least x3 the height of the A
  • Apprenticeships logo width is no smaller than partner logo width AND height is no smaller than 75% of partner logo height.
  • Partner logos are always positioned to the left as illustrated in co-branded communications.
  • The Fire It Up line is meant for use across campaign/campaign related assets.
  • When the logo is shown along with the Fire It Up line, the approved composition should be used. Please don’t change the positioning and/ or the proportion between the logo and the Fire It Up line.
  • In advertising the lockup should sit bottom left or right so it follows on from the headline.
  • Other media, the logo should primarily sit top right. When this is not possible there is flexibilty to sit in one of the other corners.
  • If the lockup is used next to partner logos, the same rules apply as on page 15.
  • For printing purposes, there may be need for a vector version of the logo to be applied. This version is simplified, and should only be used when the primary logo cannot withstand the printing process.
  • The copy block is made up of three sections: • The headline, which can cover 2 or 3 lines. • The body copy, which also can be either 2 or 3 lines. • The CTA (call to action) line which is one line in length.
  • The leading between the headline and body is set by eye, where as the body & CTA are a single block.
  • The leading between the body and the CTA are defined by having paragraph space after set to 2mm.
  • The tracking is set tightly on the headline (-40) and then kerning is set optically. This should be snug, but never touching.
  • Body and CTA tracking is looser, set to 5, and also with kerning set optically.
  • HEADLINE NOBEL BOLD CAPS
  • Font size: flexible use of space
  • Leading: -10 points to font size
  • Tracking: -40
  • Kerning : optical
  • Rotation angle: 10°
  • Shear X angle: 15°
  • Body Nobel Regular
  • Font size 22pt
  • Leading: 22pt
  • Tracking: 5
  • Space after: 2mm
  • Body copy/CTA copy Nobel regular Sentence case 22pt
  • Copy will be overlaid on photography with the headline and body copy in white, with the CTA in Yellow.
  • Colour breakdowns of the Yellow can be found below.
  • Use CMYK for print, rgb for screen and Hex for web.
  • Yellow CMYK COM25 Y89 KO
  • Yellow RGB R 255 G 194 B 53
  • Yellow HEX #ffc235
Layout And Composition
  • The words are arranged diagonally from the bottom left to the top right, adding dynamic visual interest.
  • Prominently displayed is the phrase ‘COMMUNICATION TOOLKIT’ in large, bold, white, italicized uppercase letters that are slightly slanted, creating a sense of motion or emphasis.
  • Below this main text, in smaller size and regular font, is the phrase ‘Phase 2’, also in white.
  • To the upper left of the text, there are faint, stylized lightning bolt illustrations in blue and purple hues, suggesting energy and connectivity, and providing a high-tech or powerful ambiance to the design.
  • The overall aesthetic emphasizes modernity, energy, and progression, suitable for a professional or technical presentation related to communication tools.
  • The image should feature a dynamic and attention-grabbing design with the phrase ‘FIRE IT UP’ prominently displayed in large, bold, white uppercase letters, tilted slightly for effect, set against a solid black background.
  • Below this phrase, the word ‘Apprenticeships’ appears in a smaller, clear, white font, centered or aligned beneath ‘IT UP.’
  • To the left side of the text, there should be a visually striking graphic element resembling stylized blue flames or a fiery burst, with multiple curved lines radiating outward in varying shades of blue, creating a sense of movement and energy.
  • The overall composition emphasizes motivation, enthusiasm, and energy, suitable for an apprenticeship promotion or motivational campaign.
  • The electrical spark links all assets of the campaign together giving it a distinctive look and feel. The headlines and type will be dynamic and electrified too, reflecting the apprentice’s personalities.
  • The new spark is applied across all the photography and is more electrifying than before. Similarly, we gave the headlines in our films a re-fresh, in order to make the messages more impactful and to stand out more.
Co Branding
  • When the Apprenticeships logo is used in co-branded communications, please make sure it is positioned and sized following these guidelines:
  • Clear space between the logos must be at least x3 the height of the A
  • Apprenticeships logo width is no smaller than partner logo width AND height is no smaller than 75% of partner logo height.
  • Partner logos are always positioned to the left as illustrated in co-branded communications.
  • If the lockup is used next to partner logos, the same rules apply as on page 15.
Social Media Guidelines
    1. Post social media content on your channels using the suggested posts and supporting assets in this toolkit, including relevant handles/hashtags: @FireItUp_Apps #FireItUp. The campaigns team will be looking out for your content and promoting across their channels as well.
    1. Share your apprenticeship case studies on your social media channels and encourage your networks to do the same.
  • I’m proud of what I’ve achieved as an #apprentice and excited to be supporting the government’s ‘FireItUp’ campaign, Check it out: www.apprenticeships.gov.uk. Let’s #FireItUp
  • We are proud of all our #apprentices and are delighted to support the government’s campaign – you can find the website, with more information on how you can benefit from hiring #apprentices here: www.apprenticeships.gov.uk #FireItUp
  • Please feel free to share these links for the following case study videos: Ella // Robert Welch Apprentice Gail // Robert Welch Employer Sarah // NHS Apprentice Annie // NHS Employer Hosanna // Royal Opera House Apprentice Bendy // Royal Opera House Employer Alim // Channel 4 Apprentice Laura // Channel 4 Employer
🐛 Report